Sales Training

Build trusted relationships that grow commercial success.

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By the end of this course, your team will be able to: 

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• Build business intelligence that shows clients you really understand their world, using the 15-minute expert routine and personal newswires. 
   

• Use the C.A.M.P questioning framework to uncover what truly matters to the client, from business drivers to personal objectives. 
   

• Shape compelling value propositions so benefits are clear, relevant and rooted in client outcomes, not sales pressure. 
   

• Handle objections and close in a way that feels honest, confident and aligned with your organisation’s values. 

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Become the partner clients rely on. 
 

This course is for account managers who want to move beyond transactional deals to long term, trusted relationships, without slipping into “master/servant” dynamics. You will combine practical account tools with a clear sense of the value you stand for. 

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On this course, participants will: 

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• Use C.A.M.P and the Wheel of Customer Understanding to deeply understand client organisations, their goals and the people behind the brief. 
   

• Create personal ‘newswires’ to stay ahead of client trends and bring fresh, insight-led ideas to every meeting. 
   

• Map influence networks inside key accounts and plan targeted, value-adding conversations with stakeholders across the buying chain. 
   

• Use the CAIR (Context, Anomalies, Insight, Recommendations) approach to turn campaign data into tailored recommendations clients can act on. 

Identify and develop your high potential accounts. 

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This course is for sales and account leaders who want to plan growth deliberately, using robust tools and insight-led strategies. You will leave with actionable plans for your high potential accounts that your team can believe in and execute. 

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During this programme, your people will: 

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• Identify high potential and strategic accounts, using clear criteria that balance revenue, fit and long-term partnership potential. 
   

• Use clear models to turn insight into practical strategies, aligning client goals with your own account objectives. 
   

• Build quarterly action plans with clear owners, timelines, risk assessments and mitigation plans. 
   

• Use investor relations data, market intelligence and internal performance metrics to keep plans realistic, aligned and outcome focused. 

Tell a compelling story in your unique voice

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This course is designed for sales professionals who want to present confidently without becoming someone they are not. You will learn to structure clear, memorable stories that respect the client’s time and intelligence, while keeping your own values front and centre.

 

In this hands-on session, participants will: 

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• Use a variety of storytelling structures to frame a compelling “what is / what could be” narrative for clients. 
   

• Build presentations around Think – Feel - Do objectives, so every slide has a purpose and leads naturally to action. 
   

• Present data using the CAIR approach, turning numbers into context, insights and well-founded recommendations. 
   

• Develop a personal delivery style, using body language and practical techniques to manage nerves while remaining authentic. 

Principled negotiation strategies that protect both your reputation and your margins. 

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This course is for sales teams who want to negotiate confidently without playing games that damage trust.  

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By the end of the course, your team will be able to: 

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• Distinguish between hard bargaining and interest-based negotiation and choose the style that fits the situation. 
   

• Prepare effectively using BATNA, power analysis and clear limits, so they can negotiate without fear of losing control. 
   

• Identify and use tradables (variables) to construct creative packages, rather than relying on discounts that damage credibility. 
   

• Recognise and respond to common tactics and behavioural styles calmly, staying anchored in their own principles.