Understand the person.
Pay attention to the buyer’s situation, priorities and questions. A profile should prompt curiosity, not replace listening.
About the academy
Sales skills should show up in the next conversation.
Asia Pacific Sales Academy brings PACE, ALPHA and NeuroSelling together around the everyday conversations salespeople need to handle.
The learning focus
Understand. Practise. Reflect.
Practise a specific behaviour.
Use a real conversation to identify a question, explanation or next-step agreement you can improve.
Respect the decision.
Help a buyer make an informed choice. Give accurate information, ask permission and respect a clear no.
The wider sales journey
Where ALPHA fits in L-CAPS.
- Leads
- Calls
- Appointments
- Presentations
- Sales
L-CAPS describes the full journey. ALPHA supports the conversation within a call. Relationship records, interactions and next tasks help a salesperson keep track of what needs to happen along that journey.
Meet the trainers
Our training team.
Master Trainers
All six trainers teach PACE, ALPHA and NeuroSelling. Your trainer is assigned according to schedule and availability.
Master Trainer
Soo Hoo
Soo Hoo Yoon Hunn brings a banking sales background to his work in learning, leadership and buyer conversations. A certified Master Trainer with the Global Trainers Federation, his published professional profile reports 17+ years of experience, 80,000+ professionals trained and coached, and work with 30+ Fortune 500 teams. His teaching includes ALPHA, negotiation and applying learning at work.
Co-author of NeuroSelling and Why Buyers Wait.
Meet Soo Hoo ↗
Master Trainer
Patrick Ooi
Patrick Ooi Aik Wee brings 20+ years of sales experience across banking, corporate accounts and regional business development in Malaysia, Singapore and Indonesia. The creator of L-CAPS and co-creator of ALPHA, he helps teams identify where sales slow down and practise the skills needed to move forward.
Co-author of NeuroSelling and Why Buyers Wait.
Meet Patrick ↗Lead Trainers
Lead Trainer
Khairul Mazlan
Muhd Khairul Akhyar Mazlan is an HRDC-accredited trainer and Past President of the Malaysia Association of Professional Trainers and Coaches (MAPTaC). With a background in marine engineering, he brings practical experience in communication, people development and business to his training.
His programmes cover sales, negotiation and leadership, including the ALPHA Sales System and ExSellance sales simulation. He is a certified NFNLP Trainer, NLP Master Practitioner and Experiential Game Designer.
Certified Trainers
Certified Trainer
Daniel Zadkiel
Daniel Cheong Zhi Liang brings more than 12 years of sales and marketing experience to training in sales, negotiation, communication and presentation skills. He has worked with participants across real estate, investment, insurance, education and wealth planning.
His qualifications include Certified NLP Practitioner, NLP Coach, NLP Sales Professional, HRDF Train the Trainer and Certified DISC Professional Facilitator.
Certified Trainer
Zahir Danial
Known as ZD, he brings more than a decade of sales experience in life insurance and real estate, covering prospecting, rapport, negotiation, objection handling and closing.
An HRD Corp Certified Trainer and certified Instructor-Led Virtual Training trainer, he uses DISC, NLP, role play and simulations to help participants practise customer conversations.
Associate Trainers
Associate Trainer
Kuang Lee
Tan Kuang Lee brings more than 10 years of frontline sales experience, including sales and team leadership roles at Samsung Australia and Tesla in Australia and Malaysia. His experience includes coaching sales teams, training new staff and managing day-to-day performance.
His focus includes sales psychology, communication, emotional intelligence and leadership. He holds an HRD Corp Train the Trainer qualification and has completed the SEEDS Leadership programme.
Included with your programme
Keep learning after the session.
Participants receive a copy of the relevant book when they sign up for a programme.
NeuroSelling
A Practical Guide to NLP for Sales Professionals
Practise listening, rapport, questions and language for real sales conversations.
Why Buyers Wait
How Trust, Risk and Culture Shape Every Sales Decision
Understand buyer hesitation, identify what remains undecided and agree a useful next step.
Both books are co-authored by Soo Hoo Yoon Hunn and Patrick Ooi Aik Wee.
How you will learn
Learn it. Practise it. Ask your questions.
Live online, with one trainer
ALPHA and NeuroSelling online groups have a maximum of 35 participants. Sessions move from lessons to role play and open Q&A, with flexible time for practice and questions.
ALPHA includes eight weekly two-hour live lessons; NeuroSelling includes twelve. Both include self-paced e-learning, recordings, peer and AI role-play practice, and trainer feedback in group chats within three working days. Access and feedback continue until six months after completion.
Language and participation
Training is delivered in English. You can use other languages during practice and role play. Our trainers are conversant in English, Chinese and Malay.
Ask about the next intake for dates, session times and fees. Read the public-course booking terms.
Learn across Southeast Asia
Sales training for Malaysia, Singapore and beyond.
Join live online sales training from Malaysia and Singapore, as well as Thailand, Indonesia, Vietnam and Cambodia. Choose ALPHA for sales-call foundations, NeuroSelling for advanced NLP sales skills, or PACE to understand your selling habits.
Training is delivered in English. You can use other languages during practice and role play. Our trainers are conversant in English, Chinese and Malay. See the 2027 public workshop and intensive dates on the programme pages. ALPHA and NeuroSelling online dates are to be scheduled; confirm the session time in your local time zone before booking.
For in-house training, tell us your city, team size and preferred dates. Delivery arrangements, trainer travel, accommodation and other expenses are confirmed in your proposal.
Compare courses and fees ↗Start with your situation
What would make your next sales conversation better?
Tell us where you get stuck. We can help you choose a course and confirm the dates and fees. We reply to enquiries within three working days.
Ask about programmes