Professional Selling Course Online: Consultative B2B Sales Training

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Quick Answer: What Is a Professional Selling Course?

A professional selling course teaches you how to sell by understanding customer needs and advising them towards the right solution, instead of pushing products. Professional Selling is designed for salespeople, business owners and business development professionals who sell to other businesses. It covers the consultative selling cycle from before the call to after the sale: appointments, rapport, questioning, value presentation, closing, objections, negotiation and relationship building.

How Does Consultative Selling Work?

The course teaches a four-step consultative selling cycle:

1. Setting the stage: open the meeting, introduce yourself and build rapport.
2. Understanding the customer: ask open-ended questions and listen to uncover needs.
3. Presenting the value: explain the solution, focusing on the benefit to the customer.
4. Asking for commitment: close the order or agree the next step.

Around the cycle, you prepare before the call (ideal customer profile and appointments) and build the relationship after the sale.

What Will You Learn in This Professional Selling Skills Training?

Six practical outcomes based on the course lessons.

B2B vs B2C Selling

customer)

The sales technique is similar, but a professional salesperson adapts to both.

Three Levels of Customer Understanding

experience.

Example: In the course’s washing machine example, a customer wants a front-loading machine (level 1). Questions reveal why they want to change (level 2). Then it emerges that their previous machine had poor after-sales service (level 3), so the salesperson can recommend a five-year warranty or service contract.

Course Curriculum

Nine lessons covering mindset, preparation, the four-step cycle, objections, negotiation and post-sale relationships.

1. Lesson 1Getting Started: Why Professional Selling MattersLearn what professional selling is and what it isn’t. Understand attitude, knowledge and skills, the differences between B2B and B2C, the four-step consultative selling cycle, and how to write your ideal customer profile.
2. Lesson 2Before the MeetingLearn the three-part appointment call, the elevator speech idea and why the commitment should be a closed-ended question. Write and practise your script, then record yourself on camera.
3. Lesson 3Setting the StageLearn first impressions, grooming, handshakes, greetings and a positive opening. Hold back from discussing your product and let the customer lead the move to business. Practise through role play.
4. Lesson 4Understanding the CustomerLearn open-ended and closed-ended questions, how to convert one into the other, and the LORAC listening technique. Reach the three levels of customer understanding, and aim for the customer to do most of the talking.
5. Lesson 5Presenting the ValueChoose the right product for the customer, then present it with the SFB statement. Focus on features that matter to the customer and that competitors lack, and avoid over-explaining.
6. Lesson 6Asking for CommitmentLearn why every sales call needs a clear closed-ended ask, and why even a “no” gives you the reason to work on next.
7. Lesson 7Handling Customer ObjectionsStay composed and follow a three-step approach: listen, acknowledge, handle. Learn price objections and negotiation: know your walk-away price, make it a win-win, give concessions slowly and always take something in return.
8. Lesson 8Post the SaleLearn to under-commit and over-deliver, add a small free extra and follow up after delivery. Understand cross-selling, upselling and long-term relationships, with customer acquisition cost in mind.
9. Lesson 9SummaryReview the whole course in three parts: before the call, during the call and after the call.

Practical Example: Taking an Appointment Call

Situation: You want to meet a prospect for the first time.

1. 01Introduce yourself briefly.“Hello Mr. X, my name is Sejal and I’m calling from ABC Limited.”
2. 02Give a valid business reason.“I wanted to talk to you about a service that can take your productivity to the next level.”
3. 03Ask a closed-ended question.“Can we meet tomorrow at your office?”
4. 04Listen to the answer.A “no” will usually come with a reason, such as another meeting. Then you can suggest another day.

Outcome: The customer must give a clear yes or no, so you get a concrete appointment instead of a vague “call me next week”.

Based on the example in the course.

Who Should Take This Professional Sales Training Course?

Professional Selling Skills and Methods Covered

• Consultative selling mindset
• B2B vs B2C selling
• Ideal customer profile (ICP)
• Appointment calls and valid business reason
• Elevator speech
• Setting the stage and rapport building
• Open-ended and closed-ended questions
• LORAC listening technique
• Three levels of customer understanding
• SFB statement (solution, feature, benefit)
• Asking for commitment
• Objection handling: listen, acknowledge, handle
• Negotiation and walk-away price
• Under-commit and over-deliver
• Cross-selling and upselling
• Long-term customer relationships

Next Course and Related Courses

Frequently Asked Questions About Professional Selling Training