Course Highlights

This relationship-selling course will:

  • Help participants establish a “partnering mindset.”
  • Suggest a process for identifying ideal clients.
  • Provide participants with a model for relationship selling.
  • Outline seven needs and how to meet them.
  • Suggest tactics for encouraging prospects and clients to share information.
  • Identify needs language and words and phrases salespeople should listen for.
  • Offer best practices for demonstrating strong listening skills.
  • Outline five frameworks for presenting solutions.
  • List reasons people object and tactics for addressing those concerns.
  • Recommend twelve best practices to follow before closing a sale.
  • Offer ideas for effectively transitioning a relationship to an implementation team.
  • Suggest ideas for deepening a client relationship after an initial sale.

Course Overview

In today’s fast-paced world, we’re often treated as mere numbers, encountering salespeople who are more focused on quick sales and targets than on our actual needs. This transactional approach fails to satisfy or build any loyalty.

Salespeople who focus on understanding and serving clients foster meaningful, long-term business relationships.

This interactive relationship-selling workshop equips sales professionals with a partner-focused mindset and tools to succeed in this way of doing business. The program offers practical skills in empathy, active listening, rapport-building, and collaboration for shared client goals. The course includes strategies for customizing solutions, addressing objections with transparency, and ensuring smooth transitions post-sale to maintain strong relationships.

Participants will learn how to transform sales interactions into meaningful partnerships through a series of activities and exercises.

Program Objectives

At this program’s conclusion, participants should be able to:

  • Describe the “salesperson as partner” philosophy and the benefits of building and retaining client/customer relationships.
  • Discuss ten actions for moving toward a partnership mindset.
  • Articulate the features and benefits of their products, services, and organization.
  • Identify their ideal customer.
  • Create a value proposition.
  • Explain the SALES model for relationship selling.
  • Describe seven types of needs and how their product or service satisfies them.
  • Recognize “needs language.”
  • Plan a client meeting.
  • Identify the information they need to provide solutions to prospects and clients.
  • Ask questions to learn that information.
  • Demonstrate strong listening skills.
  • Discuss five frameworks for presenting solutions.
  • Answer client/customer objections.
  • Describe twelve best practices when closing a sale.
  • Troubleshoot closing challenges.
  • Follow best practices for serving clients and customers after a sale.
  • Identify tactics they can use to deepen relationships with existing clients.

The following outline highlights some of the course’s key learning points. As part of your training program, we will modify content as needed to meet your business objectives. Upon request, we will provide you with a copy of participant materials prior to the session(s).

Workshop Outline

Partner, Not Pest: Getting into the Sales Mindset

This opening discussion will equip participants with strategies to adopt a service mindset that prioritizes building client relationships over transactions. They will gain an understanding of relationship-selling principles and how to counter common negative stereotypes.

To Get Where You’re Going, You Need to Know Where You Are: What Differentiates Your Product and Services

In this workshop segment, participants will learn to thoroughly analyze a product’s or service’s features, benefits, and value proposition. They will also discover techniques for identifying ideal customer profiles to focus sales efforts efficiently.

Exactly How Does This Work?: A Look at the Sales Process

This module aims to instill the methodical, strategic thinking essential for sales success by equipping participants with this variety of structured frameworks and models. Participants will gain confidence in guiding clients through each step of the relationship-selling process smoothly and effectively. The core framework presented is the SALES model. This step-by-step approach will teach participants how to: study and segment prospects, assess needs, layout solutions, engage and address objections, and secure and sustain the relationship after a sale.  

What Can I Do for You?: Uncovering Pain Points

This segment suggests tactics for actively listening, drawing out client needs through thoughtful questioning, and recognizing needs language. This part of the program is designed to empower participants with effective strategies for actively listening and engaging in insightful dialogue that gets to the heart of what clients truly need.

Perfect Pitch: Presenting Solutions

In this part of the workshop, we will look at five frameworks for presenting solutions to prospects and clients. Next, participants will match those frameworks to client scenarios based on decision motivations, industry, product/service complexity, and relationship stage. Through this exercise, participants will gain confidence in selecting and adapting the optimal presentation framework for each sales situation.

But: Overcoming Objections

Handling objections is an inevitable and crucial part of the sales process. In this program segment, we will look at ways to address client concerns strategically and empathetically. First, participants will learn the most common reasons objections arise, including price concerns, perceived lack of value, distrust in claims, or fear of change. Next, we will introduce objection-handling strategies aligned to different objection types.

Wrap It Up: Getting to the Close

In this workshop segment, we will look at the closing process and twelve actions salespeople should take before closing a sale. Additionally, we will explore closing language and what to do when circumstances shift before completing a sale.

Remember Me?: Serving Customers After the Sale

The sale is over, but the relationship has just started! This part of the program discusses such topics as transitioning to an implementation team, using the “can-we-agree” framework to establish a plan for dealing with future issues, and considering ideas for addressing unhappy clients.

Keep Them Coming Back: Enhancing Client Relationships

In this final part of the course, we will explore ways to grow relationships with existing clients and best practices for establishing a systematic approach to follow up.

By the end of this information-packed training course, participants should have a clear plan for building stronger relationships with their prospects and clients.