Course Information

Date30 Jun 2016, Thu
Time9:00 AM - 5:00 PM
VenueConcorde Hotel Function Room (f.k.a Le Meridien Hotel) Orchard Road
FeeS$ 500 (Nett)
S$ 200 (After PIC Cash)
9767 9686 / 6278 9785

Registration is on a 1st come 1st serve basis. Register early to avoid disappointment.

Companies can claim 400% tax deductions or 60% cash payout of total training expenditure under the Productivity and Innovation Credit (PIC) Scheme.

Terms and Conditions apply.

For more information, please check out IRAS website here


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Jun 2016

“From Bedroom to Boardroom” Storytelling Skills for Executives


Need to emphasize your point across to your clients? Drive innovation across your company? Convey an unpopular policy to your employees? Many organizations have resorted to employing storytelling to achieve these objectives. It works brilliantly.

Every day, you are exposed against thousands of data and messages. Use stories to translate these boring facts and statistics into compelling stories to articulate your points. Everyone loves a life-changing story.

This workshop teaches participants the nuts and bolts of storytelling skills and to harness it to influence and inspire your team, suppliers, prospects and clients. Remember as kids, you can’t wait to hear bedtime stories? Now you can have the opportunity to regale others with yours. Refresh your stories and keep them alive!



This action-based and experiential workshop will enable you to:

  1. Learn the fundamental skills how to relate a story
  2. Tell a compelling story, engage the listeners and inspire to take action
  3. Embellish a story to give its the oomph it deserves


  1. Introduction
    What is a business story?
    Myths about stories
    Benefits of storytelling
  2. 4Ws and 1H
    What stories can be told?
    When to tell stories?
    Where to tell stories?
    Why do you tell stories?
    How do stories impact?
  3. Storytelling Principles
    Push or Pull
    VAKOG – the five senses
  4. Story
    Types of stories
    Components of a story
    Structure of a story
  5. Adding the oomph!
    Articulating the key message
    How to grab attention
    How to make your story memorable
  6. Advanced Skills in Storytelling
    How to start a story
    Open loop
    Close loop



Lecturettes, videos, training games and storytelling. Participants should come to the workshop with one or two stories. They will be given the opportunity to polish up and tell their stories.



For executives who desire to use stories to impact their customers. organization and the public.



Andrew Soong has trained employees ranging from all levels of the organization, such as Vice Presidents, Directors, Heads of Departments, Managers, Supervisors, Team Leaders, Executives and Support staff in programs such as Value Added Selling, Problem Solving, Business to Business Selling, Sales Negotiation, Presentation Skills and many others. As a trainer, he is a very dynamic, vibrant, entertaining and engaging speaker. With more than 30 years of business to business sales experience, he brings with him a wealth of experience in the field of selling and negotiating skills.

Andrew held various sales and senior management positions beginning his sales career as a Sales Executive with a UK based manufacturing company to a Managing Director and Regional Sales Director with a few US Multinational companies in the Petroleum, Marking and Coding and Medical industries.

His ability to link concepts, examples & experiences to actual workplace situations and ROI Measurements, has helped his participants feel inspired to put into practice the skills learnt. His systematic thinking, clarity in communication and delivery of training has resulted in favorable feedback and positive comments from his participants.

He has trained international participants from countries such as Singapore, Vietnam, Malaysia, Brunei, Indonesia, Philippines, Thailand, Japan, Taiwan, China, Korea, India and Australia – from Management teams in the Top Multinational Companies such as Fluke Corporation, Tektronix Southeast Asia, Hach Company, Leica Microsystems (SEA), AB Sciex, Gilbarco Veeder-Root Asia, among many others. His specialties include: Value Added Selling, Monetization of Benefits, Effective Sales Preparation, Effective Presentation Skills, Consultative Selling & Sales Negotiation.

Andrew believes in the principle of giving only the best of oneself. In his training, he ensures that the best training is being delivered in a very distinct and creative way. Thus, he trains people to become the leader of leaders with the techniques and methods that will help them grow and improve in every way. Andrew always aims to share the best knowledge he possesses with everyone without fail in order to radically mould people that will bring success and high productivity in the industry.

Among the many companies he has provided training for, some of them are:
Fluke Corporation – Singapore, Korea & Vietnam
Tektronix Southeast Asia – Singapore & Korea
Hach Company – Singapore, Vietnam & Taiwan
Leica Microsystems (SEA) – Singapore
Leica Biosystems (SEA) – Singapore
Kavo Dental Asia Pacific – Singapore
AB Sciex – Singapore
Gilbarco Veeder-Root Asia – Singapore, China, India and Thailand
Keithley – Korea
Raytec – Singapore & India
Portescap – Singapore & Korea
ELE International – Singapore
Thomson Linear – Singapore, Korea & India
Kollmorgen – India

Andrew has been conducting training for more than 10 years. A mechanical engineer by training, he has more than 30 years of sales experience. He has a Diploma in Marketing (Chartered Institute of Marketing, UK) and a Diploma in Sales & Marketing (Marketing Institute of Singapore). He is a certified Black Belt trainer in Value Added Selling, a certified Brian Tracy trainer and is also a certified NLP practitioner.

10 Years of successful track records

Our clients share our passion for people development. We take a long term view of relationships and the
deep and sustained impact has been greatly fulfilling. We have trained over 26,000 learners to date.

NUS - National University of Singapore
PSA - The World's Port of Call
PUB - Water for All Conserve, Value, Enjoy
Singapore Airlines
Singapore Tourism Board
Standard Chartered
WDA - Singapore Workforce Development Agency