As a seasoned sales coach and founder of Cydj Business Performance Consultants and Suzhou Directions Management Consulting Co., Ltd, c.j. has spent over two decades empowering business leaders to navigate complex, high-stakes B2B environments, particularly in the Chinese market.
With roots in Singapore and reach across Asia, c.j. is well-known for his ability to coach, train, and mentor sales professionals in cross-cultural selling and high-value negotiations. He was a member of the Board of Directors with DUSA European Association Suzhou from 2017 to 2021 and helped companies there make adjustments to operate during the COVID-19 pandemic in 2020.
In this SG60 Showcase edition, c.j. reflects on what it takes to build sales leaders who are prepared for global expansion, the mindset shifts Singaporean professionals need, and why winning abroad is essential for Singapore’s next phase of growth.
Highlights
Helping Singapore Startups Win in China
Q: Describe a specific initiative or program you’ve led that has contributed to Singapore’s development in the past 5 years.
A: One standout program I led was for A*Star’s incubatees, helping startups expand into China. The Market Entry to China initiative supported entrepreneurs in launching and localising their offerings in one of the world’s most complex and competitive markets.
We covered everything from stakeholder mapping and negotiation tactics to cultural adaptation and integration. My on-the-ground experience in China gave these teams a real-world playbook, not just theory. By equipping Singapore’s startups to succeed overseas, we ensure that our innovation doesn’t just stay within borders but rather thrives beyond Singapore.
Q: What unique perspective or expertise do you bring that is particularly relevant to Singapore’s next chapter of growth?
A: Singapore must go global to grow. With more than 16 years of business experience in China, I help Singaporean leaders develop an international sales mindset and customer strategy. As markets become more connected yet complex, bridging cultures becomes a key skill.
I bring both local insights and foreign execution strategies—something few outsiders can offer. I’ve also worked with organisations like Evonik SEA, Cisco, and Abbott Labs, giving me a unique blend of industry fluency and practical frameworks.
Q: How many Singaporean professionals have you trained or influenced through your work?
A: Between 501 and 1,000 professionals, especially senior leaders and B2B sales teams. I was also Singapore Chapter Leader of the International Association of Coaches (IAC) from 2022 to 2024. In my current role as Global Membership Coordinator, I help Singaporean coaches learn best practices and network with members around the world.
Coaching Strategic Sales Thinking in a Global Marketplace
Q: What sets you apart from other speakers or trainers in your field?
A: I’m probably the only outsider who’s gained a deep insider perspective in overseas markets, especially China, and turned that into actionable frameworks for Singaporeans and beyond. My content is grounded in what works—not theory—and tailored to high-context, cross-border deals. I’m one of the few speakers and trainers who can deliver keynotes and workshops in English and Chinese with native-level fluency.
Q: How do you stay current with industry trends and continuously improve your craft?
A: I consistently learn from other experts and engage in global forums, both as a speaker and participant. This keeps me sharp and ensures my content is globally relevant, yet locally actionable.
A Singaporean Voice on Global Sales Excellence
c.j.’s ability to connect East and West in a sales context makes him a vital voice for Singapore’s outward growth strategy. His coaching builds not just sales skills, but globally fluent business leaders who can drive sustainable success beyond borders.
For a deeper dive into his frameworks and frontline experience, check out his latest book, Data-Driven Sales Leadership — a practical guide for building and managing high-performance technical sales teams, making it especially relevant for Singaporean professionals aiming to scale globally.
Highlights
This article is part of the SG60 Showcase series—highlighting voices and visionaries building Singapore’s future. Stay tuned for more.
Read the Chinese article here, or listen to the podcast here.
