By the end of this certification training course, participants will learn to: 

• Participants on this course will gain tools, learn Sales and practice skills leading to increased Sales writing confidence.
• Starting at a basic level, the course will equip participants with an ability to write Sales reports and documents in such a way as to help the readers to understand what they did not understand before.
• Complex matters that have to be communicated in writing can either be confusing or can be clear.
• To look at the selling cycle and the buying cycle
• To understand how to develop stronger relationships with customers that will produce higher sales
• To know how to effectively manage key accounts and maximize sales with them
• To be able to effectively present the sales message.

The Qualities of a Professional Salesperson

• Introduction
• Selling, Negotiating & Marketing: The Difference
• Analysis & Planning
• Understanding The Sale
• Understanding How People Buy
• Facilitative Selling
• The Selling & Buying Cycle
• Account Management
• Knowing Your Customers
• The Customer / Buyer Meeting

Selling Skills Assessment

• Sales Competency Model
• Behaviors, Characteristics and Skills of a Successful Salesperson
• Identifying Strengths and Weaknesses in Selling
• Account Management (continued)
• The Proposal
• Sales Presentations
• Making A Presentation
• Buying Signals
• Closing The Sale
• Handling Key Accounts
• Define Your Customers
• Understand Needs & Expectations
• Hierarchy Of Client Needs
• Customer Relationship Management
• Follow-Through
• Understanding Behavioral Styles When Selling
• Keeping Yourself & Others Motivated
• The Way Forward

Types of Selling

• Strategic Selling and Buyers Influence
• Planning your Calendar to Achieve Sales Goals and Build a Sales Pipeline
• Retail (Face-to-Face) Selling
• Relationship (Consultative) Selling
• Hypnotic Selling and Hypnotic Sales Models
• Characteristics of Different Selling Models, Types and Structures

Sales Closing Techniques

• Attitude of the Sales Professional
• Dealing with Customer Objections
• Various Closing Techniques
• The "Feel Felt Found" Approach
• Strategies to Respond to Common New Business Objections
• Sales Win-Win Negotiations
• The Phases of Sales Negotiations
• The Harvard Model Applied to Sales Negotiation
• The Art of Bargaining and Concessions Handling

Advanced Level Skills

• Elements of sales writing
• sales writing definitions
• sales writing descriptions
• sales writing instructions
• Formats of sales writing – formal technical report
• Establish framework
• Terms of reference – subject matter, purpose for sales writing, reader of the report
• Structure of a report (main sections) – introduction, main body
• (findings/observations/discussions), conclusion, recommendations, executive summary, other sections.
• Case study: Developing awareness of fact and opinion
• Practical session: sales writing a formal report with investigation of faulty models
• Formats of sales writing – memo report
• Basic structure
• Types of reports – (feasibility study, progress / status, test, fault)
• Other sales writing documentation
• sales writing proposal
• sales writing manual – operations and maintenance
• Journal article
• Specification writing
• Specifications and the design process
• Fundamentals of specification writing using a quality function deployment technique
• Applying the QFD method – an 8 step process
• Creating a specification template
• Problem solving: Analysis of a specification

Sales Presentation & public speaking skills

• Audiences Love You – Capturing Their Interest
• Lifting our personal barriers to success
• Communications at its best – main principles, tools and techniques
• Managing content
• Managing the presentation media
• Designing and building the presentation session – structure
• Taking It To Perfection – Getting The Best Response
• Managing yourself – the presenter
• Handling objections and questions constructively and confidently
• Constructive feedback from trainer, colleagues and self
• Practice, practice, practice

• Any Sales member who is beginning to take responsibility for generating and conveying business information will find this course essential.
• It is therefore aimed primarily at Sales middle and junior management as well as Sales first line employees.
• Sales Administrative support staff may also benefit from attendance on this course as they will have a
• deeper understanding of the elements of report writing and their role in it.