Prospecting For Sales

More telephone prospecting takes place today than ever before, and internet searches and email introductions can be a minefield. To obtain qualified appointments needs greater skill.


Generating new sales leads is perhaps one of the most challenging selling skills. Prospecting includes all areas of lead generation such as mailing and telephone. Many salespeople who are good face-to-face are poor on the telephone. They rely heavily on non-verbal communication which is absent on the telephone. The compressed time on the telephone requires special skills to use this form of communication.

There is increased competition for the attention of prospects. E-mails and letters have dramatically increased over the last decade. Special skills are required to improve our chances of success. Gaining access to high level prospects is difficult and requires a special approach.

This practical and thought-provoking course provides the key skills to improve success in prospecting using the telephone and mailing.

Who Should Attend
All salespeople who do prospecting.

1 Day

Selling Skills (Prospecting) – Course Objectives

Participants will learn:

    • how to use mailers in conjunction with the telephone – this includes access to senior management
    • to understand how to replace the Non-Verbal-Communication used in face-to-face situations
    • the importance and elements of effective preparation
    • the components of making an appointment in one phone call
    • the components of making an appointment in two phone calls (Brochure, etc. on the first call and appointment on the second)
    • how to handle objections – they will develop a personal style that does not sound like a parrot
    • how to handle blockers such as receptionists, telephonists and secretaries


Selling Skills (Prospecting) – Course Outline

Common Errors
180º Prospecting

Style & Preparation
Advantages of telephone prospecting
Replacing Non-Verbal Communication on the telephone
Preparing for an effective session

The One-Stage Structure
The component stages of a one-stage telephone call and the rationale
Creating personal ‘approach’ & style
Handling objections and reservations

The Two-Stage Structure
The component stages of a one-stage telephone call and the rationale
Creating a personal ‘script’ & style
Handling objections and reservations

Handling Blockers
Handling telephonists/receptionists
Handling secretaries
Finding the names of contacts

Presenting Benefits

It is not  enough to bore customers by a standard monologue, they can read your regular sales patter for themselves on your website. Competitive selling requires presentations to be tailored to a customer’s needs and situation.


In today’s competitive environment, the quality of the selling and sales strategies is often more important than the quality of the product/service. The way in which we discuss our products/ services/propositions is not just a matter of ‘technical excellence.’ Careless words cost sales. Careful words make sales. We must also pay heed to the individual’s vested interests and the emotion present.

This practical and intensive course builds on the presentations skills learnt and ensures the right skills.

Who Should Attend
All new and experienced salespeople who have learnt advanced questions.

1 Day

Presentation Skills (Presenting Benefits) – Course Objectives

Participants will learn:

    • the parameters of an effective face-to-face presentation
    • how to time their presentation and avoid common errors
    • how to ensure a seamless presentation of benefits in a way that makes the other person want to go ahead
    • how to minimise the risk of objections
    • how to develop their versatility skills, polish their presentation and use visual aids for maximum effect
    • how to meet the needs of the individual as well as the organisation


Presentation Skills (Presenting Benefits) – Course Outline

Why & When Presentation Benefits
The position of the presentation in the sales process
Avoiding untimely presentations
The timing/flow of the presentation
What you cannot present
How to avoid common errors

Presenting Benefits
How to open the presentation
The ‘Need-Feature-Advantage-Benefit-Confirm’ Sequence
Identifying benefits for organisation
Ensuring attention and understanding
Avoiding solutions appearing ‘expensive’
The ‘Trial Close’
How to avoid common errors

Advanced Skills
Polishing the presentation
Recognising and handling ‘Buying Signals’
Recognising and controlling the flow
Using Visual Aids
Understanding the personal needs of the other person
Matching the ‘personal’ needs of the other person

Indirect Selling

Selling through others, such as distributors, agents or retailers requires additional skills to selling direct. We must create the right environment and support for the intermediary to sell. This course allows participants to develop their action plan and skills.


Selling through other people is particularly challenging. The ‘other people’ may be distributors, dealers, sales channels or other sales forces in your own organisation. Many people who are good at selling direct to prospects fail when selling via other people. We need an action plan which ‘sells’ to the indirect sales force and then helps the indirect sales force to sell.

Unlike a direct salesforce, problems with an indirect salesforce result in reduced sales. We need special skills to handle such situations.

This stimulating and practical course provides the key skills and strategies needed and helps participants to develop their personal action plans.

Who Should Attend
All new and experienced salespeople who must sell through an indirect salesforce.

1 Day Course

Indirect Selling – Course Objectives

Participants will learn:

    • challenges and evolution of development
    • develop the first part of the action plan by reviewing potential content and discussion of priorities
    • develop the second part of the action plan by the same process of discussing potential content
    • the key aspects of review
    • the areas of skill development – particular attention will be paid to handling some of the more difficult situations.


Indirect Selling – Course Outline

The Challenges Of Selling Through Others
The supply chain
Stages of Intermediary Salesforce Development

Action Plan – Part 1 – Basic Plan
Memory retention
The first sale
Promotion materials
Competitor briefing
Brainstorming, Action Plan Development

Action Plan – Part 2 – Building Business
Establish the right range of relationships
Keeping up-to-date
Maintaining focus
Action Plan Development

The Review Process
Operation/Materials, etc.

Key Skills
Key skill range
Diplomacy skills:
– Difficult situations
– Techniques
– Enabling behaviours

Proposition Development

Developing new propositions or modifying propositions for particular clients/markets requires particular skills. Selling to clients who have not yet recognised the need requires particular skills. This course helps people to develop the skills and focus on current issues.


Competition has meant that we need to develop propositions beyond mere products and services. Propositions that are relevant for a particular market segment or target prospect.

Bringing new ideas to market requires special skills. Good, successful salespeople and managers will often fail when it comes to new propositions or the creative application of existing products and services.

This course provides the key methodologies and skills required.

Who Should Attend
Any manager or salesperson involved in defining or selling new propositions.

2 Days


Selling Skills (Proposition Development) – Course Objectives

Participants will learn:

    • how propositions can be selected (or objectives set) depending on the position in the value chain
    • how good questioning affects their decision
    • the key elements in proposition design
    • how to identify barriers to entry and applicable benefits
    • the key elements of Proposition Positioning
    • the key aspects of an effective ‘Elevator Pitch’ and will design one for their proposition
    • the key differences between selling a proposition when the prospect has identified
    • the need and selling a proposition where the prospect has not yet identified the need
    • how to introduce a new proposition as part of a sales meeting
    • how to introduce a new proposition later in the sales process and how to decide when it cannot be done.


Selling Skills (Proposition Development) – Course Outline

Proposition Selection
The Value Chain
Data required for positioning
Common errors

Designing The Proposition
The Proposition Development Blueprint
The Proposition Gem
Developing the Offering

Barriers & Benefits
Barriers to Entry/Exit
Exercise and Discussion
Proposition benefits

Positioning issues and models
First Mover and Second Mover advantages and disadvantages
Value Chain

The Elevator Pitch
Common errors
Elevator Pitch situations
Key elements of success

The Role Of Creative Selling
Common errors
The Buying Decision and the role of Creative Selling
Differences between Creative Selling and Solution/Consultative Selling
The profile of innovative prospect personnel

Creative Selling Early In The Sales Process
Introducing the idea
Common errors
Creating a ‘flowing’ meeting
Customer involvement

Creative Selling Later In The Sales Process
Profile for prospect personnel
Techniques to be applied

Professional Selling is not just ‘the gift of the gab.’

Professional Selling is not just ‘the gift of the gab.’ Professional salespeople need a structured approach to help them to be successful – fast. Experienced salespeople also benefit from a refresher.


Competition is a key factor. The level of skills required to be a success twenty years ago, will not result in significant sales today. We need the highest level of skills to ensure success.

The cost of employing salespeople is high. This includes indirect costs and staff. Without the highest level of skills this investment produces a poor return.

Selling is, on the whole, an unsupervised profession. At key points with customers usually the salesperson is by himself/herself. This means bad habits develop without the salesperson being aware. Skills need to be refreshed.

This course provides the essential selling skills needed in today’s highly competitive arena.

Who Should Attend
New salespeople and those who have not had training in over three years.

2 Days

Selling Skills – Course Objectives

Participants will learn:

  • the key elements required to be successful in selling. They will also learn a proven and easy to remember structure
  • to profile the customer’s organisation and people prior to the meeting – what are the potential issues, needs, etc?
  • the key factors of preparation including setting call objectives, checking materials and dealing with nerves. They will also learn how to turn waiting in reception areas into a valuable use of time
  • how to ensure the meeting is started properly and how to avoid common errors.
    how to design questions to obtain the data and decision criteria in a conversational and professional manner
  • how to use active listening skills during the enquiry stage to ensure they obtain the maximum amount of information in key areas, and gently control the flow of the conversation
  • how to match needs with aspects of their solutions, in a manner that maintains interest, relevance and moves towards agreement. They will also learn how to develop their personal style and avoid common errors
  • how to move professionally to agreement and handle any questions, reservations or objections in a low-key professional manner
  • how to deal with the ‘post-meeting’ aspects of ‘Review’ and ‘Enforce’ to increase their success.


Selling Skills – Course Outline

Success Characteristics
Key personal characteristics that affect selling success
The structure of a successful sales meeting

‘Tuning in’
The organisation
The person

Call objectives
Reception area

Opening the meeting
Relaxing the other person
Establishing appropriate credentials
Arousing interest
Setting the agenda
Checking time constraints
Common pitfalls

Question design
Question style
Uncovering needs
Understanding the decision process

Active Listening Skills
Benefits of active listening
Active listening skills
Using active listening techniques to encourage full disclosure
Active listening as gentle control of the meeting

Presenting The Solution
The ‘need-feature-advantage-benefit-confirm’ sequence
Identify appropriate benefits common pitfalls
Handling buying signals
Ten ways to polish the presentation
The presentation flow

Getting Agreement
How to select the most effective method of closing
Enhancements to ‘closing’
How to ensure professional, non-aggressive closing
Handling objections
The L.A.I.D.-back® approach

Review And Enforce
Key questions for ourselves
Preparing for future meetings
Follow-up on agreements

Sales Presentations

The sales presentation is increasingly popular as a method of communicating with the many people involved in a decision. A good solution can fail – due to poor presentation.


Presenting ideas/findings/solutions to groups is a normal part of modern commercial life and yet the majority of presentations fail to be memorable or relevant in part or whole. As more people are involved in decision-making or need to be kept informed, the number of sales presentations increases. The speed of change is increasing; presentations are an essential part of the salesperson’s communication armoury. They allow faster communication that a series of one-to-one meetings. They allow personal emphasis and the ability to answer questions – unlike written communication. Presentations in a competitive situation for suppliers, alternative ideas or job selection are now common. It is usually the quality of the presentation – not the viability of the idea that makes the difference.

This practical and stimulating course gives participants the vital skills, techniques and current research they need to improve their skills.

Who Should Attend
All salespeople. Even trained and experienced salespeople will find this helps them to improve.

1 Day

Sales Presentation – Course Objectives

Participants will learn:

    • how to use memory principles
    • the key points of preparation and alternative approaches
    • how to use the media available to them to make their audience respond to their message
    • how to develop a personal style that adds to the effectiveness of the sales presentation
    • how to deal with difficult situations and turn them to their advantage
    • how to avoid the pitfalls and put ‘sparkle’ into their presentation
    • Depending on the number of participants each person will perform 2 to 3 presentations in the day.


Sales Presentation – Course Outline

The role of the presentation in the sales process
Common errors

How Memory Works
Making sure the audience remembers

Profiling and Preparation
Selecting the right approach
A review of different approaches
Understanding audience needs
Setting objectives
Handling nerves

Visual Aids
Designing, producing and using:
Overhead projector foils
Whiteboard & flipchart
Using cues

Sales Presentation Style
The C.I.A.™ introduction
Handling nerves during the presentation
Handling difficult questions
When things go wrong

Polishing the Presentation
The ten things to avoid
Twelve ways to add power to your presentation

Sales Behaviour Versatility & Transactional Analysis

We must increasingly deal with a wide range of behaviour types amongst the customer group. Our success will be increased if our versatility increases.


Increasingly the salesperson must be able to persuade and work with a wide variety of people. This means the salesperson must develop a ‘chameleon’ quality to quickly change behavioural style to match the other person. Over a period of many years salespeople increase their versatility in dealing with the customer types experienced.

This stimulating and practical course provides the key skills needed to accelerate versatility and deal with new customer groups quickly.

Who Should Attend
All new and experienced salespeople.

1 Day

Selling Skills (Sales Behaviour) – Course Objectives

Participants will learn:

  • the underlying principle of Behaviour Analysis and the strengths and weaknesses of their own behaviour type
  • how to identify the behaviour type of other people easily and quickly
  • to modify their behaviour to meet the needs of different groups
  • to handle groups containing mixed behaviour types
  • how to use Transactional Analysis to ensure a productive outcome to any conversation


Selling Skills (Sales Behaviour) – Course Outline

Behaviour Types
Behaviour characteristics
Behaviour groups strengths and weaknesses of each group

Behaviour Identification
Behaviour type clues
Pitfalls in identification

Handling Different Types
Key differences between your type and other types
Versatility factors
‘Meeting’ versatility skills
Each stage in the sales process and how to modify behaviour
Exercise, Discussion

Mixed Behaviour Type Groups
Handling different types in Stand-Up presentations
How good proposals and reports meet the needs of different types

Transactional Analysis
Ego States
Complementary and Crossed Transactions
Ensuring a productive outcome to any conversation

Personal Effectiveness for Sales People

An effective salesperson may achieve greater results than an ineffective salesperson of greater sales ability. Working hard is not enough; top salespeople need to be effective.


A salesperson with great knowledge/skills will achieve less than someone with lesser knowledge/skills, but who is significantly more effective. With pressure on time increasing, slack time has become almost non-existent. Rare skills require great effectiveness to have maximum impact. Work pressure has seen an increase in stress related disorders.

During this practical and thought-provoking course, participants will learn how to increase their personal effectiveness in handling priorities, time and stress.

Who Should Attend
All new and experienced salespeople.

1 Day

Personal Effectiveness (Sales) – Course Objectives

Participants will learn:

  • to consider their current operation and develop an action plan to help them focus on priorities
  •  how to deal with the ‘thieves of time’ affecting them
  • how to reduce distress and deal with it when it occurs
  • how to use objective setting and action plans to increase personal effectiveness
  • how to improve memory quickly


Personal Effectiveness (Sales) – Course Outline

Setting Priorities
In-tray issues
The priority grid
Analysis of personal time log
Personal action plan

“Thieves Of Time”
Identifying and developing action plans to deal with:
Other departments/colleagues
Own likes/dislikes
Your ‘boss’
Inability to say ‘No’

Distress and eustress
Pre-disposing factors
Causes of distress
Symptoms of distress
Dealing with distress
Preventing distress
Creating a personal action plan

Setting Objectives
The key to success
Objectives and action plans

How memory works
How to improve memory
Better memory in the sales process

Sales Negotiation Skills

As more customers are trained in negotiation, we need special skills to protect and increase profits while building relationships. Negotiation increasingly involves teams and may need more than one meeting to reach agreement. Such issues require even greater skills.


As competition increases, the frequencies of negotiations increase. In most industry sectors negotiation is an expected part of the purchasing process. Many senior customer personnel get more practise in negotiations skills than most supplier personnel. This means their skills develop at a faster pace. Often the customer facing personnel must negotiate internally as well as externally.

Many customer personnel are trained in win-lose negotiation tactics. This means an even higher level of skill is required by supplier personnel to ensure a win-win outcome. The different between profit and loss on a deal often lies in the detail. Minor clauses negotiated have given rise to suppliers having major problems.

Negotiation Skill Training is a practical and intensive course where participants are given the key techniques and skills required.

Who Should Attend
Anyone involved in negotiations, also experienced negotiators who want to refresh and improve their skills.

2 Day: Full Negotiation Skill Training Course

Negotiation Skill Training – Objectives

Participants will learn:

    • the underlying principles and how to recognise when the sales process has moved towards negotiation
    • how key activities before the negotiation can help to ensure success
    • how to open the negotiation and the key elements required to prevent problems and help to ensure success
    • how to handle requests and trade concessions in a way that ensures maximum profitability
    • how to avoid the pitfalls and handle difficult situations
    • how to follow-up the meeting to ensure success for this and future negotiations
    • how to handle negotiations that take place over two or more meetings and avoid the common errors
    • how to lead a negotiation team before, during and after the negotiation
    • how to prevent, recognise and handle a range of buyer’s ploys.


Negotiation Skill Training – Outline

Negotiation Factors
What is negotiation?
Alternatives to negotiation
Recognising when the other person is moving into negotiation
The difference between persuasion and negotiation
Ensuring ‘win-win’ outcomes
Internal and external negotiations

Profiling And Preparation
Profiling the account
Profiling the other negotiator(s)
Defining the aims/parameters
Setting the scene
Preparing for ‘trading’

Opening The Negotiation
Creating the right atmosphere
Agreeing the agenda/time
Preventing later ploys
Obtaining full information about requests

Reaching Agreement
Handling requests
Trading concessions
Avoiding pitfalls
Concluding the meeting
Tests to check the quality of the agreement

Post-Meeting Review
How to ensure we get the most from the meeting
Enforcing the agreement
Reinforcing benefits
Personal skill review
Preparing for future negotiations

Multi-Meeting Negotiations
Aims of the first meeting
Structure of the first meeting
Test-trading techniques
Aims of subsequent meetings
Structure of subsequent meetings
How to minimise risks from protracted timescales

Team Negotiations
Preparations and briefing
The roles in the negotiation
Passing control
Avoid common errors

Buyers Ploys
A review of over 18 ploys
How to prevent ploys
How to handle ploys and maintain the relationship