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C Foo James Leong
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Credit Risk Management for Sales and Marketing Managers
(Code: CRM) (Customisable)

"Extremely useful. It helps me understand the financials in the annual report better and rendering better advice."

Mr Low Sai Choy, VP (Legal), SIA

Master Trainer, James Leong, recommends:

This course empowers sales and marketing professionals in enhancing company profitability, working capital management and improving cash flow while minimising credit risk. It demystifies financial statements and accounting jargon for the busy sales and marketing professional. Participants can learn to distinguish between good and poor business propositions and make the appropriate credit calls. Financial issues are presented from sales and marketing perspective as well as an overall company perspective. This enables participants to understand how their contribution to this crucial financial process makes sense from both an organisational and personal perspective.

You can request to customise this programme for your in-house training needs. An intermediate programme is available as an excellent follow-up for skills upgrading.

How this course benefits your organisation:

This course helps your team members to make better financial decisions that result in greater profitability, higher efficiency and lower business risk.

How this course benefits you personally:

As a HR practitioner, you can contribute more effectively as a business partner to formulate strategy and improve profitability.

As Operational Management, you will know what factors create the desired financial results for your company, division or department. You can minimise your company's business risk by screening your vendors for financial soundness.

As Senior Management, you can better gauge the financial pulse of your business with minimum time and effort. You know the right questions to ask your accountants now.

As a Company Director, you can confidently steer your company with full knowledge on financial matters. You enhance corporate governance with better focus on your company financial and risk management issues. You know what investors look for in your company and can better answer their questions at AGM.

As a Banker, you can quickly size up the financial situation of your prospect or client. You stay ahead of by anticipating their financial needs better than your competitors. At the same time, you can take early precautions to protect your client portfolio from credit risks.

As a Credit Manager, you can quickly size up the financial situation of your prospect or client and screen them more effectively for credit worthiness. You can pre-empt nasty surprises and minimise the risk of your portfolio.

As a Sales and Marketing Professional, you can quickly distinguish the good paymasters from the poor ones. You can strategise to deal with each type and protect your company and your own interest. You make better pricing decisions that will maximise profitability.

As a Supervisory or Regulatory Officer, you can quickly evaluate the financial merits of a company and their proposals. You can assess their financial metrics and make objective decisions based on financial indicators.

As an Investor, you can interpret annual reports for stock selection. You know how to assess a company's financial strengths and know its weaknesses. You can identify warning signals and manage your risk to enhance your portfolio returns.

As an Entrepreneur, you can gauge your company's financial health better. You know what bankers and potential investors look for in a business. You can also manage your company's financial risk better.

Why is this programme unique?

Using our proprietary learning system, we have created breakthroughs in teaching complicated financial and accounting subjects. We have succeeded in establishing a new paradigm that finance and accounting need not be dry or boring. In fact, our participants have found that it can be fun and interesting and have given us raving testimonials.

Course outline for 2-day workshop

- Balance Sheet: how to interpret financial strength
- Profit and Loss Statement: how to analyse financial performance
- Cash Flow Statement: how to interpret financial health
- Statement of Changes in Equity: how to use it
- Why can a profitable company still go bust and how to prevent it
- What is working capital and why is it important
- Working capital management strategies
- Demystify confusing accounting jargon once and for all
- How to use an annual report
- How does accounting policies affect company's profit or loss
- Group accounts: subsidiaries, associates and investments
- Group accounts: goodwill, amortisation and minority interests
- How to ask the right questions about a company's financials
- How to size up a company instantly
- How to read in-between the lines of financial reports

Who must attend?

Directors, senior managers, heads of departments, credit managers, sales and marketing professionals, HR professionals, legal professionals, bankers, entrepreneurs, investors, supervisory and regulatory officers, operations managers and executives who need to use financial statements for better decision making and to read in-between the lines for greater insights to accounting numbers.

What can you expect of your learning environment?

- Jargon-free language
- Accounting concepts made easy
- Step-by-step approach
- Learning pace varies with participants' existing knowledge
- Quick and observable progress in learning
- Highly interactive, interesting and fun-filled team learning
- Hands-on practise
- Learning through real-life examples
- Use of listed companies' annual reports
- Focus on interpretation/analysis rather than debits/credits


You can request to customise this programme for your in-house training needs. We have customised this highly adaptive programme for clients from different industries, including manufacturing, banking, property management and telecommunications. The course duration can also vary to suit your needs. For example, we have a 5-day campus version to train new managers and management associates.

These are examples of topics that have been included in our customised programmes for the manufacturing industry:
- Budgeting
- Variance analysis
- Activity Based Costing and profitability analysis
- Cost-Volume-Profit analysis
- Fixed vs variable cost analysis
- Contribution margin analysis
- Break-even analysis

These are examples of topics that have been included in our customised programmes for the banking industry:
- Bank profitability drivers
- Bank income statement characteristics
- Bank balance sheet characteristics
- Bank capital requirements and Basel II
- Bank financial metrics analysis

Telecommunications and Property Management
These are examples of topics that have been included in our customised programmes for the telco and property management industry:
- Capital budgeting
- Time value of money concepts
- Project evaluation: Payback period, NPV and IRR analysis
- Project risk management
- Telcos financial metrics analysis

Review of James' course: SAFRAN Management Development Programme from fintelligence on Vimeo.

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