Managing Customers for Profit, not for Sales

Apply new perspectives and competencies to enhance customers’ profitably

ABOUT THE PROGRAMME:

An organisation’s stable, healthy growth is built on the profitability of its customers, not purely on their sales revenue, volume or their loyalty. Our experience shows that many organisations do not know who their profitable or unprofitable customers are!! The irony is that some organisations unconsciously spend money to bring in unprofitable customers!

This two-day training emphasises the importance of balancing customer satisfaction with organisational profitability, empowering participants to make informed decisions that benefit both parties. Attendees will know how to manage customer relationships strategically, optimize profit margins, and position themselves as trusted professional who deliver value.

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:

Determine how profitable your current portfolio of customers is
Develop account strategies based on customers’ profitability
Develop strategies to enhance your importance in the buyer’s matrix
Make decisions based on a good fact base, not gut feelings
Understand the “Cost to Serve” Concept and know the components of this concept.
Appreciate how to measure customers’ profitability using the profitability ratio
Apply AI to help you in managing your customers profitably
Apply a structured approach to identify and target markets
Apply essential negotiation competencies to enhance profitability

WHO WILL BENEFIT:

Sales executives
Business development executives
Technical sales executives
Entrepreneurs and SME owners

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 CONTENTS AND SCHEDULE
TIME	DAY ONE	DAY TWO
0900	Set the Tone and Expectations	Review of Day One and Key Learning
0915	Case Study: Our Perceptions and Misconceptions of Customers: How our perceptions affect our actions? Are our perceptions reality or misconceptions? Common misconceptions and implications Transitioning from revenue-focused to profit-focused selling The reality is “Good customers are KINGS; bad customers are RUBBISH” Learning and change *Individual Activity: The need for a paradigm shift*	Case Study: Segment, Target and Position the Relevant Market Segments How ineffective sales professionals waste time “running in all directions” without getting the desired results? How segmentation helps us to manage customers for profit and criteria? Common mistakes made when segmenting and targeting Components of market attractiveness and business strengths *Group Activity: Segmenting and choosing the right markets*
1030	COFFEE BREAK
1045	Case Study: Making Decisions Based on a Good Fact-base: Where are the sales and profits coming from? Where are the costs going to? Where is the potential? The need to develop only a few sales strategies and execute with discipline *Case Study—Making decisions based on facts, not gut-feelings*	Case Study and Role Play: Essential Negotiation Competencies to Manage Customers for Profit: Apply EQ knowledge in negotiation Negotiating is NOT bargaining The Negotiation surplus concept The purple exchange principle BATNA Dealing with the common tricks purchasers play *Role play: Apply the competencies in real-life situations*
1215	Case Study: Profit and the Cost-to-Serve Concept: Define “cost-to-serve” and its relevance to customer management Analyse real customer accounts for “cost-to-serve metrics” How cost-to-serve should drive our behaviors? Components of the P & L formula The Profitability Ratio Formula *Group Activity: Determine the components of cost-to-serve of participants’ industries*	Case Study and Role Play: Improving the Profitability of an Identified Customer: Managing customers whose profitability ratio is low (and yet we cannot afford to lose) Handling customer pressure for price concessions Strategies to deal with customers who talk only of price Avoiding price concessions *Role Play: Improving the profitability of a specific customer*
1300	LUNCH
1400	Case Study: Where is the Value in your Business? Value-chain versus value-chain Where is the value in your business? Where are you on the buyer’s matrix? How to enhance your importance to the customer? *Group Activity: Plot your position on the buyer’s matrix and develop the appropriate strategies* *Group Activity: Plot current portfolio of customers on the matrix*	Case Study and Role Play: Value Added Strategies: The business case for value added strategies Value added is not added value How value added strategies help us to manage customers for profit Which customers do we apply value added strategies on? Using value added strategies to improve the profitability of key customers *Case Study: Implementing value added strategies on own real-life situations*
1530	COFFEE BREAK
1545	Case Study: Determining the Quality of your Existing and Potential Customers: Factors to use when determining the quality of customers Identify profit leaks in existing customers How to categorize the different customers? Recognize that customers move from different categories based on a multitude of factors Impact of unprofitable sales *Exercise: Participants will determine the quality of their existing and potential customers using a template*	Case Study: Critical Success Factors to Manage Customers for Profit: Mapping customer relationships using the “Customer value matrix” Driving the right behaviors using the appropriate performance management system Having the support of your boss Keeping to a proper process Rigorous execution of tail-end management
1645	Developing Specific Goals and Strategies: Which categories of customers should we build, retain, harvest or exit? The 20/80/30 Rule Application to own real-life situation *Exercise: Develop goals and strategies for own set of customers*	Specific Behaviors Necessary to Manage Customers for Profit, Not for Sales: Behave like a business and not sales person Have the courage to say no Walk away from customers who destroy value *Exercise: Developing a specific action plan to implement back at work*
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]

With over 22 years of corporate leadership experience across three global multinationals –including roles from Sales Executive to County CEO –and an additional 22 years as a regional trainer and consultant, Patrick brings a rare depth of practical and international expertise to every engagement.

His training experience spans Sales, HR, and General Management across Southeast Asia, China, India and Europe, equipping him with the ability to tackle complex organisational challenges with real-world, actionable solutions—not just theory.

Unlike conventional trainers, Patrick integrates live, real-time business cases from participants into his sessions, making learning immediately relevant and results driven. This distinctive approach has earned him a 60% repeat client rate, driven primarily by referrals and long-term partnerships.

With the advent of AI, he has proactively learnt AI technologies and seamlessly integrated AI-driven tools and insights into his sales and marketing strategies to enhance personalisation, optimise lead generation, and close sales. Additionally, he has incorporated AI insights and applications into his training programmes to maintain their relevance and impact in today’s AI-driven business environment.

As a coach, he has supported senior executives in accelerating their careers and helped individuals achieve ambitious personal milestones—including mentoring both his children to become practicing specialist doctors in London, having graduated from the University of Cambridge. His coaching philosophy blends discipline, clarity, and strategy—principles he has applied consistently in both business and life.

In an era where certifications often outshine real capability, Patrick stands out by offering authentic, time-tested expertise and real-world experience that drive tangible transformation. Do collaborate with him to elevate your team’s potential and performance.

Duration	Two days (0900 to 1730)
Fee	Local Delegates: F2F – RM3,375 per person (inclusive of 8% SST) , Virtual – RM1,944 per person (inclusive of 8% SST)
Fee	Foreign Delegates: US$1,100 per person (inclusive of 8% SST)
Enquiries	+603-78652282
Email	info@pkmh.com or pkmh.training@yahoo.com