Comprehensive Selling Skills Training

In Comprehensive Selling Skills, sales professionals learn how to identify the five-stage Purchase Process customers go through when making purchasing decisions, and how to apply the appropriate selling skills and techniques at each stage of the Sales Process to close more business. Key skill areas include Prospecting for New Business, Call Planning, Identifying Needs, Presenting Value, Managing Feedback, and Gaining Commitment.

           Aligning Sales Process with Purchase Process

How Your Sales Team Will Benefit

  • Fill pipeline with more qualified appointments
  • Learn to align their sales process with the customers’ purchase process
  • Quickly build relationships with clients
  • Use pre-call research strategies to create greater customer interest
  • Identify customer’s key business priorities
  • Effectively communicate your solution to customers
  • Learn how to overcome challenging objections
  • How and when to gain commitment

Delivery Options

Program Materials

  • Participant Workbook
  • Sales tools and planners
  • Job aides


SRG understands that each sales organization is unique, with its own culture, processes and set of abilities and challenges. Training programs include pre-training consultation and are personalized for your organization with customized case studies, examples and exercises to better address your unique sales challenges and make the training more relevant to program participants.


If you have a large sales organization, an internal training department or are rapidly growing, the Comprehensive Selling Skills program can be licensed and delivered using your own facilitators. Under our flexible, cost-effective license terms, you can customize, repurpose and deliver the curriculum whenever and as often as you like. Sales Readiness Group also supports your internal trainers with a Train-the-Trainer certification program on how to deliver the Comprehensive Selling Skills program, including how to facilitate the program virtually.

Curriculum Overview

Lesson 1 | Prospecting for New Business

Importance of Prospecting

  • Understanding the role of prospecting for the successful sales professional
  • Setting prospecting performance goals that tie to sales goals
  • Implementing an effective prospecting strategy

Sources of Prospects

  • Leveraging Social Media (e.g., LinkedIn)
  • Maximizing the power of referral based prospecting
  • Using trigger events to identify high quality prospects

High Impact Prospecting

  • How to set prospecting performance goals that tie to sales goals
  • Understanding the two key objectives of prospecting
  • Using 6-step prospecting process to maximize prospecting time
  • Developing a targeted Impact-Benefit statement.
  • How to qualify prospects
  • Working through gatekeepers
  • Leaving voice mails that get call backs

Action Planning

  • Time management
  • Developing a prospecting action plan

Lesson 2 | Planning the Call

Sales Call Model

  • Identify the five-stage Purchase Process buyers goes through in making buying decisions
  • Understanding the corresponding five-stage Sales Process
  • Sales Call Model: aligning Sales Process with the customer’s Purchase Process

Building Relationships Framework

  • Role of building relationships in increasing your selling influence
  • Identifying three factors for building great customer relationships
  • Three techniques for quickly building rapport with customers
  • Developing active listening skills
  • Five-factors that lead to increased trust with customers

Planning the Sales Call

  • Understanding the Openness/Call Planning stages of the Sales Call Model
  • Conducting pre-call research and gathering critical customer information
  • Using “customer-action” sales call objectives to move deals forward
  • Opening the sales call to quickly build customer interest and attention

Lesson 3 | Identifying Needs

Understanding Customers’ Needs

  • Understanding the Focus/Identifying Needs stages of the Sales Call Model
  • Understanding what motivates customers purchase decisions
  • Categorizing common business needs using IMPACT model

Identifying Needs

  • Benefits of asking customers questions during the sales process
  • Overview of questioning model: fact, need and implication questions
  • Using questions to identify customer needs, priorities, and goals
  • Identifying and asking fact questions with customers.
  • Expanding the sales conversation with need and implication questions
  • Strategically using fact, need and implication questions to help customers visualize the benefits of making a change
  • Dealing with a lack of urgency: why customers choose to live with problems
  • Helping customers define the economic consequences of their problems
  • Applying 3-step process for identifying needs

Lesson 4 | Presenting Value

Buyer Value Proposition

  • Identifying four components of a strong Customer Value Proposition
  • Differentiating your solution from the competition
  • Proving your capabilities to a customer

Features, Advantages, and Benefits

  • Understanding the Knowledge/Presenting Value stages of the Sales Call Model
  • Distinguishing between features, advantages, and benefits
  • Developing motivation to buy with F-A-B statements
  • Creating powerful F-A-B statements

Value Added Benefits

  • Gaining a competitive advantage with Value-Added Benefits
  • Identifying Value-Added Benefits you can offer customers
  • Quantifying your Value-Added Benefits

Lesson 5 | Managing Feedback

Managing Feedback Framework

  • Understanding the Evaluation/Managing Feedback stage of the Sales Call Model
  • Importance of asking for customer feedback
  • When to manage customer feedback
  • Three techniques for obtaining feedback

Why Customers Raise Objections

  • Understanding if your solution creates enough value for the customer
  • How to sell to customers who have a fear or reluctance to change
  • What to do if your solution doesn’t address all of the customer’s needs

Managing Negative Feedback (Objections)

  • Identifying your most common objections
  • Four-step model for managing objections
  • Strategies and tactics for managing challenging objections

Managing Positive Feedback

  • Identifying positive feedback
  • How to manage positive feedback
  • Using positive feedback to expand the selling opportunity

Lesson 6 | Gaining Commitment

Gaining Commitment

  • Understanding the Decision/Gaining Commitment stages of the Sales Call Model
  • Identifying causes of reluctance to ask for commitment
  • Techniques for overcoming reluctance to ask for commitment
  • Knowing when to ask customers for a commitment
  • Identifying positive and negative commitment signals
  • Using the four-step process for gaining commitment
  • Four styles of asking for commitment
  • Following-up with a customer after a “yes” or “no” decision

Collaborative Negotiating

  • Selling vs. negotiating
  • Avoiding discounting in sales negotiations
  • Differentiating between positions and interests
  • Developing negotiating options
  • Strategically making trades to maximize value to the customer and minimize cost to you

SRG Can Help You Develop the Sales Skills of Your Team 

Call us at 1-800-490-0715 or fill out the Contact Us form to learn how SRG can help you develop the sales skills of your team and produce sustainable sales results.