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Effective Sales Training (2 days)
A sales team that follows one proven process from first contact to signed order – and closes more of the deals it starts.
Good salespeople are made, not born, and a consistent method lifts the results of a whole team rather than one or two stars. This practical two-day sales training course takes reps, business-development staff and sales managers through the full sales process, from finding the right prospects to closing the deal and growing the account.
Day one sets the framework: the types of selling and the sales process, preparing for the conversation with a proper needs analysis, warm and cold call openings, pitching features, benefits and your unique selling position, handling objections, choosing the moment to close, follow-up, SMART goals and managing prospect data. Day two goes deeper where deals are won or lost: prospecting and lead generation (including LinkedIn and social selling), the five-step objection process, price objections without discounting, managing and forecasting the pipeline, closing techniques and building lasting client relationships.
Role-plays and case studies are built around your industry and the way your customers buy – whether your reps sell into engineering, financial services, retail or the service sector – and every delegate leaves with a prospect list and a personal sales action plan.
Why this course
For your organisation
- A fuller pipeline and fewer stalled deals
- Higher conversion from first meeting to signed order
- One shared sales method that managers can coach to
- Fewer discounts given away to close deals
For your delegates
- A complete sales process from prospect to repeat order
- Openings, pitches and closes practised in role-play
- Answers ready for the objections you hear most
- A prospect list and a personal sales action plan
What delegates will be able to do
- Plan a sales conversation using research and a structured needs analysis
- Open warm, cold and referral calls in a way that earns a meeting
- Present features as benefits and explain your unique selling position
- Handle objections, including price, using the five-step process
- Recognise buying signals and choose the right closing technique
- Generate, qualify and prioritise leads using traditional and online methods
- Manage a pipeline from first contact to close and forecast from it
- Set SMART sales goals and turn them into daily activity
- Grow accounts through follow-up, upselling, cross-selling and referrals
Who should attend
Sales professionals and representatives, business-development staff, entrepreneurs and business owners, customer service staff moving into sales, and sales managers who coach their teams.
Course outline
Day 1 – The sales framework
Introduction and sales fundamentals
- Workshop objectives and delegates' own sales targets
- Types of selling, sales approaches and terminology
- The sales process and the elements of selling
- A professional image and self-management
Preparing for the sales conversation
- Identifying key contacts and decision-makers
- Researching the client and the market
- Needs analysis: questions that uncover buying motives
- Types of buying motivation
Openings and the pitch
- Warm calls, cold calls and referrals
- Telephone and email openings that earn a meeting
- Getting past gatekeepers
- Features versus benefits, and your unique selling position
- Role-play: pitching to a customer scenario from your own industry
Objections, closing and follow-up: the framework
- Anticipating and recognising objections
- Core objection-handling strategies
- Reading the timing and choosing a closing technique
- Follow-up: thanks, service and nurturing the relationship
Goal setting and sales data
- SMART sales goals
- Turning targets into daily activity
- Managing prospect data and using a prospect board
- Day one recap
Day 2 – Deeper skills where deals are won
Prospecting and lead generation
- Traditional methods: referrals, networking and cold calling
- Online methods: LinkedIn, email and social selling
- Qualifying and prioritising leads
- Exercise: building each delegate's prospect list
Advanced objection handling
- The five-step objection process
- Handling price objections without discounting
- Stalls, delays and 'just send me a quote'
- Role-play: handling tough objections
Managing the pipeline
- Pipeline stages from contact through to close
- Spotting where deals stall and moving them forward
- Consulting with clients and developing solutions
- Forecasting from the pipeline
Sealing the deal
- Gaining commitment: demonstrating and satisfying the need
- Closing techniques and confirming commitment
- Negotiating terms without giving value away
- Role-play: closing the sale
Building lasting client relationships
- After-sale service and follow-up
- Growing accounts: upselling, cross-selling and referrals
- Dos and don'ts in sales execution
- Personal sales action plan and course evaluation
How it is delivered
Two days, 08:30-16:00. In person at your offices anywhere in South Africa, at a BOTI venue, or live online. One delegate or a group of up to 20; scripts, case studies and role-plays tailored to your industry and selling type. Workbook, prospect-list template and personal action plan included. We deliver it at your offices in Johannesburg, Pretoria, Durban, Cape Town and anywhere else in South Africa, at a BOTI venue in Johannesburg, or live online for teams in different places.
What our clients say
★★★★★ 4.8 on Google from 790+ reviews · word-for-word quotes from signed letters of reference, from clients on this and/or related BOTI courses
“…the general feedback received was that the course was very informative and participative. The training and the facilitator was of a high quality. We highly recommend BOTI for training services.”
“The sessions … were exceptionally well-organized and seamlessly integrated into our schedule. We were highly impressed by the calibre of the training and the deep expertise demonstrated by the facilitator.”
“BOTi has consistently and expertly delivered quality training services in respect of our Soft Skills requirements. We feel confident in recommending BOTI as a training services provider par excellence.”
Frequently asked questions
Can you run this course at our offices?
Yes. Most sales teams are trained at the client's premises anywhere in South Africa; we can also host it at a BOTI venue or deliver it live online.
How many people can attend?
From one delegate to groups of 20. The price per delegate drops as the group grows – see the price table, or ask us for a quote.
Is it accredited?
No – it is a non-accredited short course and delegates receive a BOTI certificate of attendance.
Can it be tailored to how we sell?
Yes. Tell us what you sell, who buys it and where deals usually stall, and the facilitator adapts the openings, objections and role-plays to your market.
Is there a shorter sales course?
Yes. Top Ten Sales Secrets is a one-day workshop on the habits of top performers, and Overcoming Sales Objections focuses on one part of the process. Sales managers can add the one-day Sales Team Management Training to coach to the method taught here.
Can you run this course in Johannesburg, Cape Town or Durban?
Yes. We train on site at your offices in Johannesburg, Pretoria, Durban, Cape Town and across South Africa, at a BOTI venue in Johannesburg, or live online so a team spread over several offices can attend together.
Related courses
Ask a consultant for a written quote
A BOTI consultant emails you a written quote, usually within 15 minutes (Mon–Fri, 08:00–17:00). After hours, we reply on the next working day. To speak to someone now, call 011 882 8853.
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