Keep your customers satisfied and create lasting relationships. The secret to making a successful sale is twofold: knowing what, why, how and when your audience wants to buy; and convincing your audience that the solution to their problem or need is you – your product or your service.


On completion of this course, you should be able to:

  • Accurately assess customer needs and establish needs awareness
  • Present solutions based upon priority and big picture needs, not products or services
  • Use the buyer’s motivations for increased focus and creating opportunities
  • Communicate as a problem-solver and trusted partner
  • Develop professional, long-lasting business-to-business relationships

Unit 1 – The selling and buying process
  • Discovering the stages a buyer moves through
  • Supporting the buyer
Unit 2 – Establishing buyers’ needs and needs awareness
  • Understanding needs or problems – seeing opportunities
  • The importance of first impressions
  • Relationship building
Unit 3 – Activating needs to priority
  • Exploring the motivations that drive buyers
  • Questioning for clarity on which needs are priorities
Unit 4 – Presenting a business case solution
  • Understanding features, advantages, benefits and results
  • Presenting a value-based solution
  • Dealing with resistance
Unit 5 – Closing and implementing
  • Understanding buying signals, stress and risks
  • Closing techniques to support the buyer
  • Preparing a checklist and plan for complete implementation
Unit 6 – Cementing the relationship and managing expectations
  • The worth of the customer
  • Developing a feedback system
  • Following up for ongoing relationships

This course is suitable for anyone involved in the selling process.

  • 2 or 3-day workshop, instructor-led

  • A pre and post-workshop skills assessment
  • Comprehensive Learning Guide