Sell on Value, not on Price in an AI-Enabled World

Demonstrate, quantify & defend value to win more profitable sales in the age of intelligent buyers

ABOUT THE PROGRAMME:

        Price is no longer the key battlefield—perception of value is!! In today’s AI driven world, customers are better informed, more analytical, and more sceptical than ever. With access to ChatGPT, DeepSeek, and other AI tools, buyers can compare products, solutions and even develop negotiation techniques within seconds. This means sales professionals must now bring a higher level of strategic insight, emotional intelligence, and consultative depth to every conversation.

        This upgraded and future ready version equips participants not just to sell on value, but to thrive in an AI-enabled environment. You will learn how to leverage AI responsibly, while mastering timeless competencies like asking incisive questions, managing procurement professionals, reframing objections, and quantifying tangible and intangible value. You will also learn how to challenge and guide customers who rely on AI-generated insights—by adding the human value that AI cannot replicate.

WHAT YOU WILL LEARN:

Through your own real-life situations, case studies, role plays, story-telling, and small group discussions, you will be able to:

• Apply every step of the sales funnel to build value-based conversations
• Identify and target high-value customers willing to pay the right price
• Use EQ and AI insights to match your selling style with buying preferences
• Ask strategic questions that reframe price-focused discussions into value-focused ones
• Leverage tools like ChatGPT and DeepSeek to generate value hypotheses, proposal outlines, and competitive insights
• Influence and negotiate with confidence and credibility to secure favourable terms
• Understand how AI is used by buyers and how to counterbalance it
• Develop, quantify, and present ROI, cost savings, and efficiency gains in business terms
• Integrate storytelling with data-backed value arguments 
• Consistently achieve your sales, profit and collection KPIs

WHO WILL BENEFIT:

• Sales directors and managers
• Sales professionals
• Technical sales professionals
• Key account managers, pricing managers, and tender teams
• Entrepreneurs

The trainer will speak to every participant and their direct superior prior to the actual training session to understand his/her challenges, needs, expectations and to get at least two real-life cases to be used during the training.

DETAILED TRAINING SCHEDULE AND CONTENTS
TIME	DAY ONE	DAY TWO
0900	Set the Tone and Expectations: How AI has shaped the sales environment? How sales professionals can adapt and add human value?	Review of Day One and Key Learning
0915	Case Study: Using the Sales Funnel Use the funnel to build strategic value conversations Where AI can help—and where human insight is irreplaceable? The steps and competencies required at each phase How to convert price to value-driven sales conversation? Price iceberg model and how to uncover hidden value Experiential activity: The circle activity and the gaps to plug	Case Study and Role Play Three……Continued:  How to consistently ask good questions using a proven technique? Techniques to make the customer enjoy value-based conversations Getting customers to think differently with probing questions Asking difficult questions Group Activity: Develop effective questions using participants’ own real-life situations
1030	COFFEE BREAK
1045	Case Study One: Three Essential Questions Every Effective Sales Professional MUST BE ABLE TO ANSWER:  Where is my current sales and profits coming from? Where is the growth potential in the territory using AI insights? How am I spending time—busy or productive? Changes I must make to achieve my sales KPIs and resources required Individual Activity: Completing the BWM platform to map AI-enriched pipeline	Case Study and Role Play Four: Managing the Best (and AI-informed) Buyers How the best buyers buy and how to manage them? How the best sellers sell and what can we learn from them? Know where you stand in your customer’s buying matrix How to elevate your importance to the customer? How to continue to differentiate your offering?
1215	Case Study and Role Play Two: Understand our Own Preferred Selling Style Through EQ Knowledge: Know own EQ and how it impacts the manner we sell and influence Strengths and weaknesses, and how to adapt our styles Where AI stops—human empathy, credibility, and influence begin How to connect and relate to AI-informed but emotionally disconnected buyers? Individual Activity: Know and share own EQ	Case Study and Role Play Five: Quantify and Present Value to Influence the Customer: Present your value in ROI, cost savings, and risk reduction terms How to quantify and present your value? APACP model to reframe AI-generated objections as opportunities to reinforce value Group Activity: Quantify and present your value
1245	LUNCH
1345	Case Study and Role Play Two: Understand our Own Preferred Selling Style Through EQ Knowledge……Continued:  Segment, target and position to customers who appreciate our value Build your influence with buyers who use AI tools but still want to work with humans they trust? How to connect, engage and influence the decision makers? Role Play: How to connect, engage and influence the decision makers? Group Discussion: How to synergize the team’s  EQ profiles	Case Study and Role Play Five: Propose, Negotiate and Secure the Business:  Timing and structure of high-impact proposals Three must-ask questions before proposing Anticipating AI-based objections and reframing them Essential negotiation competencies The “conditional yes” and how to decode AI-influenced negotiation scripts
1530	COFFEE BREAK
1545	Case Study and Role Play Three: Qualify the Customer: Qualify by asking effective questions to be able to sell on value Why qualifying is the most important step? Qualifying prospect from suspect Which approach we use—personal, product, value or combination: what AI misses CISE—what motivates customers to buy? Group discussion and role play: Develop deeper questions AI can’t generate	Put into Practice: Role Play: Apply what has been learnt into own real-life situation. Use the complete sales funnel to drive sales conversation Integrate AI-generated data without sounding robotic Identify success factors unique to your situation
1700		Summary and Individual Action Plan: Trainer guides participants to develop a personalized action plan using combination of AI tools and human-centred strategies.
1730	END OF DAY ONE	END OF DAY TWO

PATRICK NG

Executive MBA (Bath, UK)
B.Sc. (Hons), University of Malaya
Diploma in Marketing, Chartered Institute of Marketing, UK and Chartered Marketer
Associate of Harvard Business School Alumni Club of Malaysia
HRD Corp Accredited Trainer [TTT/0263 and ID 17020]

Patrick Ng brings 44 years of combined corporate, training and consulting experience, including senior leadership roles with Monsanto, Chevron, and Hilti, progressing from Sales Executive to Country CEO.

His work spans Sales Excellence, Leadership Development, and Change Management across South-East Asia, China, India, and Europe, equipping organisations with practical, commercially grounded solutions to complex performance challenges.

Unlike conventional trainers, Patrick integrates live, real-time business cases from participants directly into his sessions. This ensures immediate relevance, accelerates application, and drives measurable outcomes. As a result, over 60% of his engagements come from repeat clients, largely through referrals and long-term partnerships.

Patrick is particularly known for helping teams to sell on value rather than on price. His expertise was shaped by selling premium, high-end products such as Monsanto’s Roundup and Hilti’s advanced construction tools, as well as commodity-based offerings at Chevron, where differentiation is essential.

Staying ahead of market shifts, Patrick has embedded AI-enabled tools and insights into his sales and leadership programmes to enhance personlisation, opportunity qualification, and conversion effectiveness.

Beyond training delivery, Patrick is also a seasoned coach who develops people for sustained, long-term performance. In addition to coaching senior executives, he has personally mentored individuals through one of the world’s most demanding development pathways—culminating in their qualification as specialist doctors in the UK after graduating from the University of Cambridge. This experience shapes his conviction that excellence is not accidental, but the result of structure, standards, and deliberate practice over time.

In an era where certifications often outshine real capability, Patrick stands apart through depth of experience, commercial realism, and proven results. Do collaborate with him to elevate your team’s potential and performance.

Duration	Two days (0900 to 1730)
Fee	F2F @ RM3,500 per person (inclusive of 8% SST) , Virtual @ RM2,500 per person (inclusive of 8% SST)
Enquiries	+603-78652282
Email	info@pkmh.com or pkmh.training@yahoo.com