Contenu du cours
Module 1 — Sales fundamentals
The role of the salesperson, the stages of the sales cycle and first impressions.
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The salesperson’s role and mindset
12:00
The stages of the sales cycle
13:00
First impressions
10:00
Quiz — Module 1
Module 2 — Uncovering the need
Asking the right questions, practising active listening and rephrasing.
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Asking the right questions
13:00
Active listening
12:00
Rephrasing
11:00
Quiz — Module 2
Module 3 — Making your case and winning agreement
Turning features into benefits, building your pitch and handling objections.
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Turning features into benefits
13:00
Building your pitch
12:00
Handling objections
13:00
Quiz — Module 3
Module 4 — Closing and building loyalty
Closing techniques, follow-up and building loyalty through referrals.
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Closing techniques
13:00
Follow-up
11:00
Building loyalty and earning referrals
12:00
Quiz — Module 4
Sales techniques

Asking questions is pointless if you do not genuinely listen to the answers. Active listening means focusing fully on the customer instead of preparing your next sentence.

The keys to active listening

  • Look at the person and nod.
  • Allow silences: they invite people to say more.
  • Take notes of the important points.
  • Pick up on strong words and emotions.

Listening actively also means catching what is left unsaid: a hesitation, a worry, a spark of enthusiasm. Those signals shape the case you will make. A customer who feels genuinely heard lowers their guard and opens up far more.

Key takeaway: listening is not waiting for your turn to speak. It is understanding the other person, their words and their emotions.

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