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]

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