Sales

Sales

Sales are the foundation of business success. That’s why it is important to continuously work on increasing profitability and revenue itself. Sales skills are essential for successful negotiations, effective presentations, and closing deals.

Who are the sales training sessions for?

Sales training is tailored to different profiles and levels of experience, from junior sales representatives to experienced managers. Sales training is most often attended by:

  • Sales Directors and Regional Sales Directors
  • Brand and category managers
  • Field sales representatives and retail sales representatives
  • Account and key account managers
  • Telesales representatives and sales supervisors
  • Sales engineers, analysts, and sales controllers

Why are sales trainings important?

Sales training develops key competencies:

  • Communication with customers and understanding their needs
  • Negotiation Techniques and Value Presentation
  • Convincing the customer and closing the sale
  • Building long-term relationships with clients

The programs cover topics such as B2B sales, active listening, handling objections, goal setting, and tracking the sales flow.

What are the benefits of sales skills training?

Sales training focuses on specific techniques that can be immediately applied in work. The goal is for participants to improve their performance, increase sales results, and build stable relationships with customers.

  • Increasing sales results through the application of concrete closing techniques
  • Improving communication with customers and better understanding of their needs
  • Development of negotiation skills that lead to more secure deal closures
  • Building confidence in performance and presenting the value of products/services
  • More efficient complaint handling and building trust with clients
  • Better setting and tracking of goals in the sales process
  • Building long-term relationships with customers that generate stable revenue
  • Practical application of knowledge through simulations, case studies, and interactive exercises

  • Adaptability to different profiles — from junior sales representatives to experienced managers

Training

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Professional sales skills

  • Sales process management
  • Control of the sales conversation flow
  • Working with different types of customers
  • Understanding customer needs
  • Questioning techniques and active listening to the customer
  • Sales presentation management
  • Handling objections in sales
  • Sales closing techniques
  • Maintaining customer relationships

Negotiation skills

  • Specifics of the negotiation process
  • Types of negotiations
  • Principles of negotiation
  • Negotiator strategies
  • Nonverbal communication and emotional intelligence in negotiations
  • Dealing with difficult negotiators
  • ZOPA – Zone of Possible Agreement
  • Psychological tactics of a negotiator
  • Closing negotiations

Sales Management

  • The role and responsibilities of a sales manager
  • Defining sales goals
  • Forming sales teams
  • Market planning and sales team activities
  • Motivation and management of salespeople
  • Time and space management
  • Monitoring results and team development
  • Compensation
  • Sales and profitability analysis

Sales controlling

  • Holistic approach to sales
  • Defining sales goals
  • Principles of sales controlling
  • Financial sales controlling
  • Profitability, liquidity, and indebtedness of the customer
  • Financial decisions in sales
  • Break-even analysis
  • ISO contribution - impact of discounts on sales results
  • Variance analysis in sales
  • Profitability of products and sales channels

Telesales

  • Psychological preparation for telesales
  • Sales process in telesales
  • Opening the conversation with the customer
  • Importance of verbal and non-verbal communication
  • Discovering customer needs
  • Active listening
  • Presentation of products/services
  • Handling objections
  • Closing the sale
  • Maintaining long-term relationships with customers

Retail Sales Skills

  • Sales process in retail
  • The Importance of the Seller's Attitude and Energy
  • First contact and greeting with the customer
  • Non-verbal communication
  • Techniques of active listening and questioning in retail
  • Discovering and creating customer needs
  • Presentation of products/services
  • Managing complaints and objections on the spot
  • Increasing sales through Up and Cross selling
  • Closing the sale

Customer Care

  • What do clients expect?
  • Establishing relationships with clients
  • Voice management during conversations
  • Managing expectations and communicating problems
  • Active listening and empathy in client interactions
  • Difficult Client: Tactics for Calming and Resolving Complaints
  • Conflict management and resolution techniques
  • Assertive communication

Handling complaints and claims

  • Why a complaint is not an attack, but an opportunity
  • Phases of effective complaint resolution
  • Techniques for calming down and taking control
  • Asking questions and identifying the root of the problem
  • How to admit a mistake without losing trust
  • Verbal and nonverbal tactics for conflict situations
  • Database of responses to complaints and claims
  • Resolving conflict situations
  • Assertive communication with the client

Managing sales activities

  • Planning and scheduling sales activities
  • Setting and tracking goals by segments
  • Managing priorities in sales
  • Sales platform
  • Efficiency of field sales and visits
  • Sales Pipeline and CRM
  • Building the effectiveness of the sales operations
  • Costs of sales activities
  • Plan of results, activities, and competencies of salespeople

Sales Planning

  • Strategic sales planning
  • Planning dimensions (products, customers, regions)
  • Segmentation, targeting, and positioning
  • Customer categorization
  • Assessment of sales potential with customers
  • Cost of sales and market presence
  • Budgeting sales initiatives
  • Aligning sales with marketing and seasonality
  • Plan and forecast control

Icebreaker - first contact with the customer

  • How to attract the customer's attention in the first seconds
  • Verbal and nonverbal signals of trust
  • Opening questions and 'hook' sentences
  • Building relationships before the offer
  • Aligning communication style with the type of customer
  • Typical mistakes in the first contact and how to avoid them
  • Telephone vs. personal icebreaker
  • How to recognize when to move on to the next stage of sales

Seller as an individual and brand representative

  • The role of the salesperson in strengthening the company's image
  • How the behavior of the salesperson reflects on the brand
  • Consistency of message, attitude, and behavior
  • Communication of brand values, not just the product
  • The difference between sales and representation
  • Consistency with the brand's tone and identity
  • The behavior of the salesperson outside of working hours
  • How to build personal credibility and trust

The Psychology of Influence in Sales

  • Psychological triggers of decision (authority, reciprocity, scarcity…)
  • Emotions in sales: how to recognize and use them
  • Push and Pull techniques of influence and persuasion
  • How to form the perception of product value
  • The Role of Intuition and the Subconscious in Decision-Making
  • Power and psychological tactics in sales
  • Persuasion vs. Manipulation: Ethical Boundaries
  • Recognizing and managing resistance

Negotiation in procurement

  • The difference between sales and procurement negotiations
  • Procurement objectives: price, quality, deadlines, warranties
  • Preparation and analysis of suppliers and competition
  • Establishing a long-term relationship with a better price
  • Management of tender and direct negotiations
  • Tactics and counter-tactics: price vs. value
  • Procurement risk management and alternative offers
  • Closing negotiations and defining clear terms

Managing sales through CRM

  • What is CRM and how is it used in everyday work
  • Managing customers, contacts, and communication history
  • Tracking activities, meetings, and offers
  • Customer base segmentation and targeted communication
  • How to use CRM for planning and tracking goals
  • Performance monitoring and report generation
  • Education for long-term work discipline in the system

Key account management

  • Criteria for identifying key customers
  • Analysis of potential and value per customer
  • Development of strategy and long-term plan per customer
  • Decision matrix for large customers
  • Managing the relationship with multiple contacts in the customer system
  • Internal coordination between teams for the needs of a key customer
  • Development of annual plans per customer (Account Plan)
  • Measuring results and long-term profitability

Video review | AIM Minute

In this video of the AIM Institute, the trainer Ivan Đurić, share 5 concrete strategies that lead to sustainable revenue growth. Revenue growth does not come from repeating old patterns, but from changing the way you work and making better use of the tools you already have.