A consultative selling approach means building value, identifying needs and, ultimately, serving as a trusted advisor to your customers. This workshop introduces you to the 3 Cs of consultative selling and a simple six-step process that you can follow in all of your sales conversations. You will apply this to a work-related case study and practice your consultative selling skills throughout the course.

Who should attend?

Anyone who would like to gain a deeper understanding of their customers and develop longer-term, more meaningful relationships with them.


After taking this workshop you should be able to:

  • follow a six-step process to structure your sales conversations 
  • use SPIN questions to uncover customer circumstances and needs
  • better connect, convince and collaborate with your customers

Course Outline

Introduction and overview

  • What is consultative selling?
  • Are you a consultative seller?
  • The 3 Cs of consultative selling
  • Your sales case study

Building trust with your customers

  • What is trust?
  • Creating an environment of trust
  • What causes trust to break down?

A consultative selling process

  • A six-step selling process
  • Indentifying potential prospects
  • Deciding how to make contact

You and the face-to-face meeting

  • Creating a positive first impression
  • Preparing for the meeting and planning for success
  • Making an impact with the ‘POW’ approach

Understanding your customers

  • Using SPIN questions to understand needs
  • Knowing what buyers really want
  • The empathy effect

Managing the sales conversation

  • Selling benefits not features
  • Dealing with different behaviours
  • Handling objections and concerns
  • Identifying (and avoiding) key traps

Closing the conversation

  • Recapping and ways to close
  • Identifying actions and gaining commitment
  • Following up in writing 

Bringing it all together

  • Role playing your case study
  • Feedback and action plan

Course Information

Public Training Dates 2019
June 17-18 September 9-10  November 4-5

Length: 2 days

VenueProfessional Development Centre, Toa Payoh

Course Fees: $954.44 (including GST)