SMU Advanced Certificate: Client Acquisition & Management (IBF Level 2)

Programme Code: P180901FEE


Be the ‘go-to’ Trusted Advisor

In this interactive 3-day program, relationship managers (RMs) work on identifying target markets and prospects or new businesses among existing clients. RMs need to apply their understanding of the client and the market, to develop structuring and financing recommendations that are tailored to meet corporate client’s complex needs.

Coached by seasoned corporate bankers, participants will hone their skills to influence corporate decision makers, build excellent relationship and grow the bank’s share of wallet.

Next Course Starts On23 Jul 2019 (Tue) See Full Schedule
Fee SGD2996.00* (as low as SGD299.60* after maximum funding) Learn more

3 days


Singapore Management University

Learning Objectives
  • Upskill to be the ‘go-to’ advisor that clients trust
  • Develop strategic account planning to expand wallet
  • Acquire consultative selling skills and techniques
  • Gain practical insights from seasoned practitioners
  • Learn to apply through case presentations and role plays


Client Acquisition

  • Understand target market
  • Know the risk accepted criteria
  • Determining share of wallet


Role of a Relationship Manager

  • Be a Trusted Advisor
  • Apply principles of effective advisory
  • Understand client’s buying behaviours

“Who Am I?”

  • A self-discovery journey
  • Determine your own signature style


Account Planning

  • Identify decision-makers & influencers
  • Work with product partners
  • Build strategic account plan
  • Develop unique selling propositions


Consultative Selling Skills

  • Handle objections
  • Learn effective communication styles

Who Should Attend

  • Corporate/commercial bankers with a minimum of 3 years’ experience
  • Relationship managers, sales and marketing teams involved in client acquisition and management
  • Credit analysts, product specialists (e.g. transaction banking, project financing) etc. looking to expand career path


Candidates will be assessed on the following competency unit in Corporate Banking: Relationship Management: Enterprise / Wholesale Banking (IBF Level 2)

CU3: Client Acquisition

CU4: Client Management


Format of Assessment

Participants will be assessed via group presentation, case studies and role plays. 



Candidates who are unsuccessful on their first attempt may apply for a re-assessment. Separate assessment fee applies.



If you are not satisfied with your assessment results, you may request that your results be re-tabulated. The review would only involve checking through the answer scripts to ensure that there were no mistakes in the calculation of marks.

Please note that the decision on your appeal is final. You will not be permitted to re-appeal against the outcome.

Request for re-tabulation must be made in writing within 5 days from the date of release of results. Administrative fee applies for each paper reviewed.



Upon successful completion of the assessment, candidates will be awarded the SMU Advanced Certificate: Client Acquisition & Management (IBF Level 2).

Fees and Funding

Program  Fee

S$2,800 (excl. GST)
S$840 (net of 70% IBF-STS funding, excl. GST)
S$280 (net of 90% IBF-STS funding, excl. GST)

IBF-STS Funding

IBF-STS Funding of 70% is available to eligible institutions and qualified individuals, subject to meeting the attendance requirement and passing of assessment. The IBF-STS funding is subject to a cap of S$7,000 per participant per programme. Singapore Citizens aged 40 years old and above are eligible for 90% co-funding of direct training costs, subject to the existing grant caps. For terms and conditions, please click here:


Start Date(s)
Intake Information

23 to 25 Jul 2019 (Tue to Thu)

Lessons are held from 9am- 5pm

Speaker/Trainer Bio

Evelyn Chua has over 20 years of banking experience, largely in transaction banking. A career Citibanker, she last held the position of Country Sales Head for Treasury & Trade Solutions, covering a portfolio across all business segments. Evelyn facilitated sales and product training for front office staff, high-potentials and management trainees. She is now actively engaged in training for corporates and banks in Singapore and the region. Evelyn holds a Bachelor of Business Degree from Nanyang Technology Institute.

Katherine Sin has over 20 years of experience in corporate banking. She spent over 17 years in Citibank covering Relationship Management, Product Management & Transactional Sales in Asia Pacific. Her corporate experience covers across various client segments. Katherine joined HSBC in 2012 as Director, Global Banking, where she led a team of relationship managers covering Chemical, Commodities, Oil & Gas, Healthcare and Private Equity sector. She left the banking industry to pursue other interest in 2015. Katherine holds an MBA in Finance from University of San Francisco.


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