Essential Sales Skills

Essential Sales Skills

Monday 13 Sep 2021

  • Duration: One Week
  • City: Madrid 
  • Fees: Classroom: 4250 GBP / Online: 1925 GBP



This engaging and interactive course explores the fundamental sales skills for internal sales staff that are essential in the modern marketplace.  This course has been designed to give delegates a solid understanding of good selling practices and to enhance their ability to be effective. Introducing basic concepts, delegates are taken through simple but essential selling techniques, in a structured and proven way that will enable them to make instant changes to their working practices and achieve sustained improvements in their performance. Elements of ‘Increasing Sales ’, ‘Maximising Margin’ and ‘Sales Negotiation Techniques’, (popular BMF courses in their own right) are included, resulting in a comprehensive and thought-provoking course.

Who should attend?

This Essential Sales Skills course will be beneficial for anyone who is new to sales or for existing Sales People who have either not received any formal training or are in need of a refresher course.

By the end of the course, participants will be able to:

  • Effective communication skills, questioning & listening techniques and how to successfully identify customer’s need & meet those needs
  • Confidence in generating sales within their own work situations
  • Techniques for effective activity planning and management of their time & territory
  • A clear understanding of the Sales Process
  • Techniques for Approaching the Customer and Building, as well as Maintaining, Customer Relationships
  • Successful Closing & Negotiation Skills, used in negotiation to a satisfactory close Techniques for overcoming common customer objections and winning the sale
  • Key Selling Skills, using the techniques covered during the course

Course Outlines:


What is Selling?

  • Understanding the sales process
  • Sales pipeline
  • Appraisal skills
  • The Sales Cycle and how to build rapport
  • – Understanding and dealing with different types of customer
  • – Recognising Customer ‘Key Drivers
  • – ’Individual selling styles
  • – Dealing with difficult negotiations and situations
  • – Non-verbal communication skills: body language, relative positioning and


Communication skills

  • Differentiating yourself from the competition whilst maintaining integrity
  • Objective setting
  • Verbal communication skills: intelligent questioning, listening and challenging. ‘Pushing’ and ‘Pulling’
  • Understanding margin, mark-up, gross profit and net profit
  • Knowing when and where to discount. Gaining advantage from discounting

Day 3

‘Pushing’ and ‘Pulling’

  • Understanding margin, mark-up, gross profit and net profit
  • Knowing when and where to discount. Gaining advantage from discounting.
  • Handling Objections
  • Closing the Sale
  • Telephone Sales: Techniques for generating a positive initial customer perception on the telephone
  • Turning telephone enquiries into sales

Day 4

Appraisal skills and Sales appointments and meetings

  • Structuring the sale
  • Effective sales presentation techniques
  • Advancing the sale – measuring progress in the sale
  • Questioning, listening and giving feedback
  • Practicing the key skills in conducting an appraisal
  • Each participant takes the role of appraisee, appraiser and observer using a checklist

Day 5

Performance appraisal documentation and follow up

  • Reviewing internal performance appraisal documentation
  • Providing follow up to the appraisal and frequency
  • Preparing for the performance appraisal meeting
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