Sales Practitioner Training for Specialists

DAY 1 – FROM EXPERT TO SALESPERSON

Module 0. Opening and training contract

• Establishing the rules of cooperation
• Collecting participants’ real-life cases
• Defining business objectives (not “sell better”, but: what exactly needs to change)

Module 1: Sales model for specialists

• What the sales process looks like for specialist services/products
• Where specialists lose sales (typical mistakes)
• The difference between: “I educate” vs “I sell”
• Exercise:
  • Analysis of participants’ own sales process (step map)
  • Identification of the points where “clients are lost”
• Outcome: the participant sees where they are actually losing money.

Module 2: Client profiling (non-expert vs expert)

• Client types and levels of awareness
• How to talk to a client who “doesn’t get it”
• Translating technical language into the language of benefits
• Exercises:
  • Explaining your own offer “to a child”
  • Adapting communication to 3 types of clients
• Outcome: the client starts to understand, and therefore starts to buy.

Module 3: Needs analysis – questions that sell

• Why most questions achieve nothing
• Conversation structure: problem → consequence → decision
• How to conduct a conversation so that the client wants to buy themselves
• Exercises:
  • Creating your own sales questions
  • Conversation simulations (salesperson – client – observer)
• Outcome: no more “Are you interested?”

Module 4: Psychology of the purchasing decision

• Why the client does NOT buy (the real reasons)
• Purchasing motives (logic vs emotions)
• How to shorten the decision-making process
• Exercise:
  • Analysis of participants’ real clients
  • Matching arguments to motivations
• Outcome: the participant stops guessing and starts getting it right.

DAY 2 – CLOSING, OBJECTIONS, MONEY

Module 5: Arguments that work

• 3 types of arguments: logical, emotional, contrasting
• How to build a message that simplifies the client’s decision
• How to talk about value, not features
• Exercises:
  • Building arguments for your own offer
  • “Turning features into benefits” (practical reworking of offers)
• Outcome: no more talking about parameters.

Module 6: Objections – the moment when sales begin

• Objection = interest (not an attack)
• Objection handling model (e.g. Echo – Counterargument – Bridge)
• The most common objections in specialist sales
• Exercises:
  • Working with participants’ real objections
  • Sales role-plays (recordings / feedback)
• Outcome: the participant stops getting tense when hearing “too expensive”.

Module 7: Price and defending it

• Why the client says “expensive”
• How to present the price so that it doesn’t hurt
• How to maintain margin without discounts
• Exercises:
  • Price conversation simulations
  • Defending the price in 3 variants (firm / soft / partnership-based)
• Outcome: fewer discounts, more money.

Module 8: Follow-up and closing sales

• Why 80% of sales fall through after the offer
• How to conduct follow-up that is not “Did you see my email?”
• Structure of effective contact after presenting an offer
• Exercises:
  • Writing follow-up emails
  • Conversation scenarios after presenting an offer
• Outcome: the pipeline stops dying after the offer is sent.