After 30 years in enterprise B2B sales

Most teams don't lose deals because of weak offers or lack of effort. They lose them, or win them underpriced, because of how the sale is handled.

I help business owners and sales teams improve the conversations that influence buying decisions, so they win more of the right deals without competing on price or being pushy.

The Pattern

Constant follow-ups. The same objections. Negotiating on price. These aren't isolated problems — they're symptoms of an earlier breakdown in the sales process. That's where I help.

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30 minutes · a diagnosis of your sales process · not a sales pitch
Edna Cheng
Turning 30 years of enterprise sales into training and coaching that changes how teams sell
The Problem

Why deals are lost, or won at the wrong price

One customer walks away. Another buys but only after you've given away more margin than you should.

They look like different problems. They're usually symptoms of the same one.

Most sales teams focus at the end of the sales process: handling objections, negotiating price, or trying to close the deal. By then, much of the outcome has already been shaped.

It started much earlier:

The best sales teams don't leave buying decisions to chance. They shape them intentionally, from the very first conversation.

Incomplete Discovery

The customer's problem wasn't fully uncovered, so there wasn't enough urgency to act.

Undifferentiated Value

Value wasn't meaningfully differentiated, so the solution became easy to compare on price.

Unsurfaced Resistance

Resistance wasn't surfaced early, so objections showed up late — when they were harder to resolve.

Mishandled Objections

Objections weren't handled effectively, so pressure built to close the deal at any cost.

No-Leverage Negotiation

Negotiation started without enough leverage, leaving price as the easiest thing to negotiate.

The Approach

A modern, practical approach for today's B2B sales environment

AI has changed how customers buy, and today's B2B sales environment is more complex than ever. Buyers are better informed, decisions involve multiple stakeholders, and price pressure continues to increase.

Yet many sales teams are still relying on sales approaches designed for a different buying environment.

Success today requires a more intentional approach, one that helps sales teams navigate complexity, create differentiated value, and protect commercial outcomes throughout the entire sales cycle.

Discovery

Every great sale starts with understanding.

The quality of your recommendation depends on the quality of your discovery. Understand the customer's situation, challenges, desired outcomes, and the cost of doing nothing before recommending a solution.

OutcomeGreater trust and leverage for negotiation.
Value

Value must be clear before price is compared.

Customers don't buy the best product. They buy the solution that delivers the most meaningful value. Differentiate why you, why your solution, why now, and why they should trust you before price becomes the deciding factor.

OutcomeA shift from price to differentiated value.
Resistance

Surface resistance before it becomes an objection.

Don't wait until the end of the sales process to discover concerns. Surfacing resistance early creates opportunities to clarify misunderstandings, build confidence, and reduce last-minute surprises.

OutcomeFewer objections and unnecessary negotiations.
Objections

Every objection is a chance to move the sale forward.

Every objection reveals something about the customer's concerns, priorities, or decision process. Understand the real concern, reframe the conversation, and help the customer decide with confidence.

OutcomeGreater customer confidence and trust.
Negotiation

Negotiation protects value. It doesn't give it away.

Successful negotiation isn't about offering discounts. It's about trading value intentionally, protecting commercial outcomes, and reaching agreements that benefit both parties.

OutcomeStronger value protection and healthier margins.
Who I Help

Whether you're leading a business, a sales team, or your own sales conversations — the challenges are different.

Business Owners

You're juggling marketing, operations, finance, people, and growth. You can't afford to spend your time chasing every deal or stepping in to close important opportunities. Without a systematic sales approach, pipeline management becomes reactive and growth depends too heavily on individual effort.

I'll help you build a systematic sales approach that creates consistency, improves pipeline management, and gives you greater visibility and confidence in your sales performance.

Sales Leaders

You're responsible for delivering the numbers while leading salespeople with different personalities, experience levels, and selling styles. You're expected to coach underperformers, develop top performers, and confidently report results — difficult when everyone sells differently.

I'll help you create a common sales approach that makes coaching more effective, improves sales execution across the team, and delivers more predictable outcomes.

B2B Sales Professionals

Every customer conversation matters. Yet uncovering customer needs, creating differentiated value, handling objections, and negotiating confidently can be challenging when buyers are better informed and have more choices than ever before.

I'll help you develop the confidence and practical skills to lead better conversations, create differentiated value, handle objections effectively, and negotiate without giving away unnecessary discounts.
Not sure where to start?

Discover Your Sales Style

Every salesperson has a dominant discovery profile. It shows up in every sales conversation — in the questions you ask, how deeply you explore your customer's challenges, and whether your prospect feels understood or simply sold to.

Every profile has its strengths. Every profile also has blind spots that can limit sales effectiveness.

Take the Discovery Profile Assessment to discover your dominant style and gain practical insights to strengthen your customer conversations.

You'll discover:

Discover your sales style — The Pitcher, The Transactioner, The Responder, The Advisor
Discover Your Profile
Why Work With Me

Practical sales solutions. Tailored to your business. Built for real-world results.

Every organization faces different sales challenges. That's why I don't believe in one-size-fits-all solutions.

Every engagement is designed around your business, your customers, and your commercial objectives — helping your team create differentiated and meaningful value, strengthen sales capabilities, and deliver measurable business outcomes.

Practical, Not Theoretical

I don't teach generic sales theories or textbook concepts. Every engagement is built around real B2B sales situations and customer scenarios participants can immediately apply in their day-to-day conversations.

Tailored to Your Business

Before every engagement, I take time to understand your business, customers, sales challenges, and commercial objectives — so the learning is relevant, practical, and aligned with your goals.

Beyond the Workshop

Real learning happens after the workshop. Participants leave with practical frameworks, guides, and tools they can keep using — turning learning into consistent sales behaviours and lasting business impact.

Edna Cheng
Every engagement is built around your business

Ready to Take the Next Step?

Whether you're looking to improve your sales team's performance, strengthen customer conversations, or explore how I can support your business, let's start with a conversation.

During our 30-minute strategy call, we'll:

No obligation. No hard selling. Just a practical conversation to explore how I can help.

Book a Strategy Call