WIN | Sales Skills & Winning More Business
CORE Advanced Sales Skills Training
Make every sales meeting count.
For experienced professionals who have mastered the basics, this training focuses on navigating complex sales scenarios and building deeper commercial trust. By refining your consultative approach, you will conduct more impactful conversations and gain the confidence to secure business in challenging markets.
While CORE Sales Skills Training develops essential foundations of selling, this advanced course builds on existing experience to help navigate demanding conversations.
Engage in interactive workshops where realistic sales scenarios and practical exercises let you practise and get feedback while applying new consultative methods to your own unique sales challenges.
More value from every sales opportunity.
Even experienced salespeople can lose opportunities through insufficient preparation, unclear objectives, ineffective communication or weak follow-up. A more structured approach helps them understand customer priorities, make better use of appointment time and progress opportunities more professionally.
Preparation – Enter sales meetings with clear objectives and a practical plan.
Engagement – Conduct more productive, customer-focused conversations.
Value – Build stronger relationships and reduce unnecessary price negotiation.
Progression – Follow up effectively and move opportunities towards informed decisions.
Develop the skills behind more effective sales meetings.
The training provides a clear structure and practical skills to improve every stage of the sales appointment process:
Plan and prepare for face-to-face sales appointments.
Set realistic, meaningful meeting objectives.
Conduct more effective customer meetings.
Develop a structured consultative selling approach.
Communicate professionally with people at different levels.
Understand customer priorities and commercial circumstances.
Strengthen customer relationships and credibility.
Present value more effectively.
Reduce unnecessary reliance on discounting.
Establish appropriate follow-up processes.
Use sales statistics and activity measures to improve performance.
Develop an individual implementation action plan.
What's covered in CORE Advanced Sales Skills Training?
Module 1: Planning the Sales Appointment
- Planning the sales appointment.
- Researching the customer and their circumstances.
- Setting realistic objectives.
- Establishing the purpose of the meeting.
- Preparing relevant questions and discussion points.
- Considering the outcomes and next steps the meeting should achieve.
Better preparation leads to more productive meetings. Good preparation enables salespeople to approach appointments with confidence and purpose.
Module 2: Conducting Effective Meetings
- Conducting highly effective sales meetings.
- Developing a structured meeting approach.
- Building rapport and credibility.
- Understanding customer needs and priorities.
- Asking relevant questions and listening carefully.
- Managing the flow of a consultative sales conversation.
- Identifying suitable opportunities to progress the relationship.
Making every customer interaction more valuable. Emphasising collaboration, professionalism and relevance throughout the sales conversation.
Module 3: Communication & Relationships
- Communicating at all levels.
- Adapting communication to different customer roles and responsibilities.
- Understanding the priorities of different stakeholders.
- Developing customer reliance and respect.
- Demonstrating professionalism and commercial understanding.
- Strengthening relationships through useful, relevant conversations.
Building respect, trust and long-term commercial relationships. The objective is to become a valued commercial contact, not just another supplier.
Module 4: Follow-Up & Progression
- Delivering relevant feedback to necessary parties.
- Recording and communicating meeting outcomes.
- Constructing an effective follow-up system.
- Agreeing clear actions and responsibilities.
- Maintaining professional contact.
- Progressing sales opportunities appropriately.
Turning a productive meeting into meaningful progress. A good meeting can lose value if follow-up is unclear, delayed or ineffective.
Module 5: Statistics & Effectiveness
- Statistical analysis.
- Understanding key activity levels.
- Reviewing sales conversion and appointment effectiveness.
- Identifying opportunities to improve performance.
- Understanding the relationship between sales activity and outcomes.
- Using performance information to refine the sales approach.
Understanding what drives results. Measurement should help improve quality and effectiveness, not just increase activity levels.
Take your existing approach apart. Rebuild it to work better.
Participants examine how they currently plan, conduct and follow up face-to-face appointments; identify what works well and what could be improved; and, through practical exercises, discussion and coaching, reconstruct their approach using new ideas and skills; the objective is a more effective, professional and consultative method they can apply to their own customers and opportunities.
Turn better sales techniques into everyday habits.
Every participant develops an individual action plan; the plan may identify improvements to preparation, changes to how meetings are conducted, opportunities to strengthen communication, better follow-up processes, relevant activity and performance measures, and practical actions to implement after training; the plan is shared with management to support follow-up; training is intended to lead to meaningful changes in everyday activity.
Practical learning that builds confidence.
The programme is delivered through interactive workshops rather than long lectures; participants bring their own experience, customer challenges and commercial circumstances; practical exercises, discussion and coaching help them understand techniques and adapt them to their environment; motivation and confidence are important outcomes, and delegates should leave ready to implement what they have learned.
Who benefits from CORE Advanced Sales Skills Training?
- Experienced field salespeople – Improve the effectiveness of customer appointments and opportunity progression.
- Business-to-business sales professionals – Develop stronger consultative selling and commercial relationship skills.
- Developing salespeople – Build on existing knowledge with more structured appointment planning and delivery.
- Account-facing sales teams – Improve communication, customer engagement and follow-up across ongoing relationships.
Real experience. Practical development. Greater confidence.
- More than 20 years' experience in sales training.
- Over 12,000 people trained.
- Institute of Sales Management Endorsed Training Partner.
- Interactive, workshop-based delivery.
- Training tailored to real commercial environments.
- Ethical, consultative sales development.
Richard Palmer is the founder and lead trainer of Sure Train and author of The Ethical Sales Handbook. Sure Train is an established organisation focused on delivering meaningful changes in everyday sales activity.
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“Great! Now I know what I need to work on!”
– CA, BoothBook
Frequently asked questions.
What's the difference between CORE Sales Skills and CORE Advanced Sales Skills?
CORE Sales Skills develops the essential foundations of effective selling. CORE Advanced Sales Skills focuses more specifically on planning, conducting and following up face-to-face sales appointments.
Is this course suitable for experienced salespeople?
Yes. It is particularly valuable for experienced sales professionals who want to review and strengthen their approach to customer meetings.
How long does the programme take?
The standard course is typically one day. A two-day version is available where additional practice and development time would be beneficial.
Can the training be tailored to our industry?
Yes. Content and exercises can be adapted to your markets, customers, products and sales environment.
Does the course include practical exercises?
Yes. The programme uses interactive exercises, discussion and coaching to help participants apply the learning.
How many delegates can attend?
The standard programme typically accommodates up to 15 delegates.