Sales Skills Training
«People buy trust before they buy goods.» – Mark Stevens
🎯 Training Objectives
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Build systematic habits for collecting, analyzing, and using customer and competitor information.
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Develop personal standards for the preparation, execution, and evaluation of sales to key clients.
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Master techniques to identify and develop customer needs across different client types.
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Strengthen the ability to build and maintain long-term client relationships.
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Learn how to formulate and present the value and benefits of your products to decision makers (DMs).
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Create a «Bank of Advantages»—a library of product benefits for use in sales work.
🧩 Training Program
1. Introduction
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Program overview and goal setting.
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Rules and format of the training.
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Introduction to the consultative sales model: players, process, and influencing factors.
2. Customer Information Collection & Opportunity Recognition
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Client segmentation using the «Potential–Loyalty» matrix.
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Collecting personal information on DMs: background, motivation, interests, authority, decision-making criteria.
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Analyzing the client organization: history, strategy, structure, risks, and key players.
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Business simulation: “Company – Information Gathering in Sales.”
3. Identifying and Shaping Customer Needs
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Understanding personal vs. business needs of clients.
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Techniques to build empathetic customer contact.
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The 4-question model: situation, problem, consequence, requirement.
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Adjusting communication styles to match client type.
4. Building Long-Term Customer Relationships
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Loyalty ladder: how to ascend it together with the client.
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Trust through personal connection vs. business outcomes.
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The psychology of confidence and relationship development.
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Business process integration with the client.
5. Competitive Analysis & Tailored Client Offers
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Basics of competitive analysis: SNW analysis.
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Stakeholder interest matrix. Three-position interest analysis.
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Workshop: Strategic modeling for client work.
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Creating your “Bank of Advantages” based on DMs’ reasoning and decision drivers.
🧠 Training Methods
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Theory inputs
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Role plays
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Small group work
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Business simulations
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Case studies
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Video analysis
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Communication skills training
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Business modeling
📌 Format: 20% theory / 80% practice
📈 Training Outcomes for the Company
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Actionable recommendations:
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to improve the sales model,
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and on personal development of team members.
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A shared understanding of the consultative sales model within the team.
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Transformation of the sales mindset toward proactivity and long-term partnerships.
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Strengthening of core consultative sales skills: data collection, need identification, trust building, and offer creation.
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Field-based analysis of competitor strengths and weaknesses to enhance market competitiveness.
✔️ Implementation Recommendations
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Ideal group size: 12–15 participants.
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Duration: 2 full days of intensive training.
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Include both junior and senior sales staff to foster internal knowledge exchange.
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Optionally, run a light version for technical or support staff involved in the sales process.
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Ensure post-training support (coaching, team meetings, implementation planning).
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Pre-communicate the training goals to participants to reduce stress and resistance.