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Effective Sales Skills

Our research-based programs prepares employees to build mutually beneficial long-term customer relationships. Participants learn the skills needed during sales calls to help their customers make buying decisions that contribute to success—for both the customer and the salesperson.

Need Satisfaction Selling  

Need Satisfaction Selling provides an overview of four core selling skills and how they work together to help participants and their customers make informed, mutually beneficial decisions. Participants learn the importance of recognizing customer needs and the language of needs to ensure that sales calls are relevant to the customer and contribute to mutual success.


Opening shows how a properly planned and executed call opening builds credibility and sets a positive tone for the sales call. This section also presents four steps for getting agreement on what will be covered or accomplished on a call: position an opening, propose an agenda, state the value to the customer, and check for acceptance.


Probing reviews how participants can gather information to build a clear, complete, mutual understanding of a customer’s needs. It explores how to ask effective questions and listen for customer circumstances, needs, and the need behind the need. This section also introduces a variety of probing techniques to help participants understand what is most important to the customer.


Supporting shows participants how to provide information about a product or service to help a customer understand specifically how it can satisfy his or her needs. Participants learn how to acknowledge a customer need, describe relevant features and benefits of a product/service, and check for acceptance. They also learn the importance of linking benefits to the customer’s need behind the need.


Closing teaches participants how to reach agreement with a customer on the appropriate next steps for moving a mutually beneficial relationship forward. To close sales calls as well as to close sales, participants learn how to review previously accepted benefits, propose next steps, and check for acceptance. Participants also learn how to effectively close a call when a customer stalls or says no.

Connective Skills

Connective Skills—acknowledging, confirming, positioning, and checking — helps sales representatives stay focused on customers’ needs and circumstances throughout a sales call. Participants learn how regular use of these skills can increase the level of trust and help them move closer to becoming a trusted advisor.

Addressing Indifference

Addressing Indifference shows how to address customers who express satisfaction with current circumstances or who are otherwise indifferent. Participants learn how to acknowledge the customer’s point of view and gain agreement to probe. They then learn how to guide the conversation to create customer awareness of needs and present ways to address such needs.

Resolving Customer Concerns

Resolving Customer Concerns provides a strategy for addressing customer objections, concerns, or reluctance to make a commitment during a sales call. This unit focuses on three types of concerns: skepticism, misunderstanding, and drawbacks. To resolve these concerns, participants learn to probe to understand the concern, confirm the need behind the concern, acknowledge the concern, address the concern, and check for acceptance.

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