Sales Practitioner Training

DAY 1 – THE PROCESS AND THE CLIENT

Module 0: Opening + sales diagnosis

• participants’ business goals (specific: numbers, not generalities)
• identification of real sales problems
• collecting cases to work on
• Exercise: diagnosis: where do we lose sales
• Outcome: training embedded in the real pipeline

Module 1: The sales process – how to manage it

• stages of the sales process (contact → needs / problem → offer → decision)
• the most common mistakes made by salespeople:
  • lack of structure
  • moving to the offer too quickly
  • where clients “disappear”
• Exercise:
  • mapping out one’s own sales process
  • identifying bottlenecks
• Outcome: the participant sees where they lose clients and sales

Module 2: Client profiling and purchasing motivations

• client types and their way of making decisions
• what the client is really buying (problem, security, outcome)
• adapting the communication style
• Exercises:
  • adapting communication to different client types
  • analysis of participants’ real clients
• Outcome: delivering the right message instead of “shooting in the dark”

Module 3: Identifying needs – the foundation of sales

• structure of a sales conversation: problem → consequence → decision
• how to ask questions that build value
• how to avoid “interrogating the client”
• Exercises:
  • creating sales questions
  • conversation simulations
• Outcome: the client starts talking and justifies the purchase themselves

Module 4: Why the client does not buy

• the main reasons for not making a decision:
  • lack of urgency
  • lack of value
  • lack of trust
  • inappropriate timing
• logic vs emotions in sales
• Exercise:
  • analysis of participants’ cases
  • adapting communication to barriers
• Outcome: fewer “I’ll get back to you” responses, more decisions

DAY 2 – ARGUMENTS, OBJECTIONS, CLOSING

Module 5: Sales argumentation

• logical, emotional, and contrast-based arguments
• how to talk about benefits instead of features
• how to simplify the client’s decision
• Exercises:
  • building arguments for one’s own offer
  • reworking sales messages
• Outcome: the client understands the value of the offer

Module 6: Objections – how to use them

• an objection as a signal of interest
• the structure of working with objections
• the most common objections and responses
• Exercises:
  • working with real objections
  • sales role-plays + feedback
• Outcome: objections stop blocking sales

Module 7: Price and defending it

• the “too expensive” mechanism
• how to present the price
• how to defend value without a discount
• Exercises:
  • price conversation simulations
  • defending the price in different scenarios
• Outcome: higher margin, less price pressure

Module 8: Follow-up and closing sales

• why the sales process does not end with a decision
• how to conduct follow-up
• client buying signals
• Exercises:
  • writing follow-up emails
  • conversation scenarios after presenting an offer
• Outcome: more closed deals