Award Crest
York College

The aim of this workshop is to assist participants to develop a range of skills and techniques required for effective selling and apply them to any specific working or business situation. It also assists delegates understand the importance of following a process and the benefits that accrue through using a structured approach.

Training Objectives

The objectives of this course are to provide participants with the essential skills necessary to enable them to:

  • Understanding the Sales process
  • Identifying common barriers to effective sales
  • Build rapport and elicit information
  • Develop strategies to overcome objections
  • Improving confidence in objection handling
  • Improving speed and efficiency of objection handling
  • Increasing the number of options available to handle the objection
  • Improve their ability to influence others and grow sales


This programme has been specifically designed for people who have little or no sales experience or those who have some practical experience but no formal training in this area. There is an emphasis on practical solutions to commonly encountered issues when selling to customers. Delegates will have an opportunity to develop their own solutions to situations that they find difficult to overcome.

Many Organisations consider that everyone they come into contact with is a customer – either an internal or external customer and the ability to ‘sell’ ideas and motivate others to act is seen as an intrinsic competence for all supervisors and managers

Programme Outline

Welcome & Introductions

Workshop Objectives

Defining the Sales Manager’s Role

  • Key Competencies
  • Key Objectives

Sales Structure

  • Prepare
  • Open
  • Probe
  • Match
  • Confirm
  • Close

The Buying Process

  • I’m busy
  • I don’t trust you
  • What are the facts?
  • What does this mean for me?
  • What are the problems?
  • Shall I buy?

Why do people buy?

  • Drivers/Motivators

What am I selling?

  • Myself
  • The organisation
  • The Product

Questioning the Customer (and listening to their responses)

  • Building a profile of the customer:
  • Motivation
  • Drivers
  • Needs and wants

Listening Skills

  • Active vs Passive Listening

Features and Benefits

  • Features
  • Benefits
  • Linking the benefits of product features to the customer’s need.

Closing the Sale

  • Don’t shy away from it.
  • Lots of small wins to build up to the sale
  • Expect a Yes
  • Types of Close (RATAID)

Handling Objections

  • The Psychology of Objections
  • Different types of objections:
  • Factual
  • Emotional
  • Handling Emotional Objections
  • Separating a “Concern” from an Objection and handling each.
  • Handling Factual Objections

Help the customer to change their perception of that feature of the product

  • Understand the objection
  • Isolate
  • Reframe
  • Close

Feedback and Action Planning


Instructor led facilitation. This seminar is designed to be highly practical, interactive, hands on and fun. The event will be a mix of exercises, pair work and small group discussion. We will be sharing ideas, tools, tips, techniques and strategies that will allow delegates to raise their understanding about all aspects of making sales. In addition to delegates will receive work books with comprehensive notes.

Our trainers bring with them a wealth of experience in the subject. Our approach is professional and relaxed to quickly build confidence, delivered by trainers who have consistently exceeded expectations in their own careers. We expect participants to be fully involved in the process, be enthusiastic and work hard to change their behaviours and to incorporate new learning

Programme Delivery & Cost

Full day course – 09.30-16.30

Next Course Dates

Next course to be planned but to express your interest in this please contact the Business Development Unit.

Further Information and Booking

Business Development Unit, York College, Sim Balk Lane, York, YO23 2BB
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Tel: 01904 770368


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