Biography
Simon Yap is a Sales Capability and Leadership Coach, Certified Trainer, Facilitator, and Training Evaluator, holding the Professional Certified Coach (PCC) credential from the International Coaching Federation (ICF), USA. He was awarded Best Executive Coaching Provider at the HR Vendors of the Year 2019 Awards by Human Resources Online (Singapore) and was featured in Britishpedia as one of the Successful People in Malaysia and Singapore (6th Edition, 2024).
With over 2,000 hours of coaching experience, Simon works with C-suite Executives, Senior Leaders, and Sales Leaders to strengthen sales effectiveness through clearer selling approaches, stronger leadership practices, and disciplined execution, supported by structured training and coaching.
Simon spent part of his corporate career with Unilever Food Solutions Asia, working at regional level with Country Heads, Sales Directors, and Sales Leaders across South East Asia. His work focused on sales execution, leadership development, and structured approaches to selling, coaching, and performance management across multiple markets.
With more than 20 years of experience across SME and MNC environments, Simon’s background includes chemical sales, training consultancy, direct sales business development, pharmaceutical human resources, and food service sales capability development. This enables him to work comfortably with both Leadership teams and frontline Sales Professionals, aligning business objectives with day-to-day execution.
Based on this experience, Simon is commonly engaged across four core sales capability areas. His work covers Professional Selling Skills for sales teams; Key Account Management focused on account planning, execution, and follow-up embedded within value-based and solution selling; Distributor Management covering distributor selection, partnership, and execution, including Business Review Meetings and Joint Business Planning; Sales Leadership Coaching and Train-the-Trainer programs that build effective on-the-job coaching capability.
Simon has worked with clients across food service, FMCG, insurance brokerage, healthcare, pharmaceutical, fitness, business services, industrial products, government-linked companies, and non-profit organisations. His clients include FrieslandCampina Professional (APAC and China), Flora Food Professional (APAC), Mamee Food Service, KitchenAid Asia, URC Snack Foods, Canon Marketing, Samsung Malaysia Electronics, Marsh Insurance Brokers, HSBC, AmBank Group, and Fitness First Asia.
Simon’s work centres on coaching, facilitation, and structured sales capability development, helping organisations improve sales effectiveness in a practical and sustainable way.