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Selling isn’t easy. Give your sales consultants the confidence and know-how they need to close sales and keep customers. Unlike so many other sales courses, this programme doesn’t focus just on selling, but does so in the context of a quality customer experience that builds trust and enhances your brand.

Target audience

Sales consultants.


  • Developing strategies that foster a quality service to external as well as to internal customers
  • Using a professional sales process with confidence
  • Developing selling strategies that promote persuasive, win-win solutions and ensure meaningful, ongoing relationships with customers
  • Examining and listing all the features and advantages of any of the company’s products and services; preparing questions around these to uncover needs and deliver specific and appropriate benefit statements
  • Adjusting personal style appropriately and interacting naturally with customers to create a climate of trust and comfortable rapport


Day 1

Customer service
  • The importance of providing excellent service in today’s ever-changing, demanding and competitive marketplace
  • Satisfying both the personal, as well as the practical needs of customers
  • Establishing and maintaining credibility and trust
Interpersonal skills
  • Listening to understand
  • Communication styles
  • Questioning techniques
  • Appropriate silence
  • Testing understanding
The sales process – an introduction
  • Greeting the customer
  • Asking questions to identify the customer’s needs
  • Answering the customer’s needs with benefits
  • Proposing an appropriate level of commitment
  • Explaining the next steps
  • Assuring future service and attention

Day 2

Interpersonal skills
  • Enhancing and maintaining self-esteem
  • Listening and responding with empathy
  • Feelings commentary
  • Improving professional impact and gravitas
  • Dealing effectively with complaints, conflict, and other stressful situations
  • Managing emotions appropriately
The foundation – the three key principles
  • Enhancing or at least maintaining self-esteem
  • Listening and responding with empathy
  • Engaging and involving others
  • Understanding customers’ needs
  • Identifying customers’ needs

Day 3

Focused questioning techniques
  • Background questions
  • Dissatisfaction questions
  • Consequence questions
  • Want questions
Product/service knowledge
  • Feature – a characteristic of a product or service
  • Advantage – explaining what the feature means or does
  • Benefit – explaining how a feature of a product or service will answer a need expressed by the customer

Day 4

  • Planning
  • Presenting a product or service
  • Gaining commitment
  • Understanding, preventing, and handling objections
  • The complete sale
  • Personal development plans


Four days. The content and duration of this workshop can be adjusted between two to five days depending upon the specific role-profile and current skill levels of the sales consultants.

Although structured, this programme caters for a facilitative training style, continuously pulling relevant, job-related specifics from delegates and incorporating it into the learning process. In addition to creating buy-in, it also ensures that the skills learned are relevant and immediately applicable in the workplace. This is therefore a highly interactive workshop interspersed with many skills practices.

Specialised. Customised. Training the way it should be. Call 028 272 9099 now.

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