Course Title

Solidifying Sales with Proper Customer Management

Type of Course


Type of Training

In House

Skill Focus Area

Customer Management

Duration (Days)

8 Days / 56 Hours 

Level of Certification

Certificate of Attendance

Course Overview

Sales is an important part of any business, especially for SMEs during this tough time. Without sales there will be no customers to manage, and without proper management of customers, there will not be growth in sales and cash flow to the business.

Understanding sales and customer management comes hand in hand when you need to solidify a proper Income process. While marketing is the technique to attract customers to the establishment; sales is the art of managing the transacting moment between buyer and seller; and customer management is managing the customer experience from the first purchase to continuous repeat purchases.

It is important to have an alignment between these 2 key components of this income process and for participants to have a clear knowledge of the different strategies to acquire, develop and retain customers. The value to the industry is that this programme will be taught with Lean Management concepts to ensure that participants will learn to place the right people at the right processes to generate their desired level of profitability (3P Methodology); using root cause problem solving methods (RCPS) to identify and eliminate wastes (8W) in their business that would incur unwanted losses; and set a proper roadmap to bring their businesses to profitability.

Lean Management concepts are well known to be used in many profitable businesses. It will be very useful for all industries looking to reengineer their business processes especially in the customer management aspect to attend and apply learnings from this programme to their business environment.


Any participant interested to understand more about customer management irrespective of the prior education level.

Course Objectives

This programme aims to:

  1. Build a solid foundation for the participants so that they can understand the different sales cycles for varied products, the benefits of proper customer management, and appreciate the importance of lean culture in their organisation.
  2. Have the participants be aware of the ideal state of affairs, becoming a value driven team player and the long term goals of their organisation.
  3. Help participants set a good standard for processes and instill good lean customer management values of ownership, accountability and responsibility in themselves with continuous improvement disciplines.
  4. Assist participants in planning and implementing proper performance measurements while experimenting with lean tools (3M, Amoeba Management System) to assist themselves and their people to become the best team for their department.
  5. Impart important knowledge in communication skills and managing customer relationships.
  6. Help improve the participants’ presentations skills, manage feedback and to assess the participants’ ability to present information clearly and effectively, hence give effective feedback.
  7. Assess the participants’ knowledge and ability to practise kaizen and lean thinking in sales and customer management.
  8. Assess the participants’ application and improvements of incorporating lean customer management practice into their sales culture.

Learning Outcomes

Upon completion of this module, participants will be able to:

  1. Elaborate the sales cycle and benefits of proper customer management.
  2. Identify their objectives in the organisation they serve and the value they bring to the table.
  3. Explain core lean concepts of 3P, 3M, 5S, PDCA, 8W and RCPS.
  4. Identify the customers they serve and expectations to deliver good quality service/products.
  5. Express the current and desire state of lean method of their department in the organisation.
  6. Explain how they intend to apply lean customer management techniques in their environment.
  7. Develop a standardised process for acquiring, developing and retaining customers.
  8. Define ownership, accountability and responsibility of their respective job roles.
  9. Define quality for their scope of work and how to self-motivate to get the job done in a timely manner.
  10. Develop their desired performance measurement and KPI.
  11. Have steps to monitor and measure “success”.
  12. Build a functioning amoeba management system for themselves and their team.
  13. Practise a positive mindset and build a step-by-step methodology to develop good relationships.
  14. Understand that respect is earned and express expectations confidently.
  15. Identify challenges in their roles through RCPS and what are the next steps for improvement to be accomplished within an agreed upon timeline.
  16. Deliver an effective presentation.
  17. Give positive feedback and workable suggestions for improvement.
  18. Challenge their peers to critically think of different solutions by asking practical questions.
  19. Assess their progress and their ability to achieve set milestones.
  20. Critically analyse how they can do better with the 3M and 5S tools by giving a concise report on steps to improvement.
  21. Review their success in eliminating waste and improve effectiveness in their personal projects.
  22. Elaborate on how they can further incorporate the lean culture into their department.
  23. Report on their progress using their desired measurement tools (KPI, Amoeba..etc).
  24. Explain the PDCA techniques used and results that they have achieved.

Learning Activities

This is an applied learning programme conducted with interactive lectures, PowerPoint presentation, discussions, peer-to-peer assessments, feedback and personal consultation. The course is structured as repetitive cycles of learn-see-do. Firstly, we will teach the principles of the programme then how they are put into practice. After that, the participants will participate in illustrating the application of principles to a business scenario in class, fulfilling the "do" cycle. We will repeat these learn-see-do cycles until each element is covered and then examine how the pieces work together to support a problem-solving culture, which is typical for a mature lean organisation. There will be an individual and/or group discussion, presentation and/or structured exercises. At the end of each day, there will be assessments to assess the participants’ understanding of the course content.

Target Groups

  1. HRDF registered and non-registered HRDF SME Employers.
  2. SME Employees from HRDF registered and non-registered HRDF SME Companies.