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 Master Trainers.
Soo Hoo and Patrick Ooi both teach PACE, ALPHA and NeuroSelling, alternating depending on 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, he helps people practise clearer questions, communication and follow-through.
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. 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 ↗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
Practise sales conversations.
Language and practice
Training is delivered in English. You can use other languages during practice and role play. Our trainers are conversant in English, Chinese and Malay.
Programme details
Each programme includes a copy of the relevant book. Dates, duration, fees and whether sessions are online or in person will be confirmed before you book.
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.
Ask about programmes