In ancient Greece, the profession of the merchant was so widespread among the city-states that the merchant–seller was considered a charismatic and multidimensional figure, knowledgeable in a wide range of subjects. It is no coincidence that many of the greatest ambassadors and statesmen of antiquity had previously distinguished themselves in commerce. For the ancient Greeks, selling and negotiating around a product carried significant weight, as the process involved extensive discussion and exchange of views, while the closing of an agreement was a reason for celebration for all parties involved.

Today, in the 21st century, customers have become more demanding than ever, and the products available on the free market are so numerous and often so similar that the customer holds both the first and the final word in any purchase. This is where the salesperson’s ability to convince a prospective customer—by highlighting the needs that a product creates and applying the appropriate sales techniques—becomes essential.

As customer needs evolve, a salesperson’s skills must be aligned with the buyer’s expectations and desires at any given moment. Therefore, the training of a salesperson must be long-term, continuous, and always informed by the latest technological advancements. A salesperson who does not keep up with technological progress and persists with outdated sales practices (e.g., keeping customer lists in a notebook rather than using a digital database that allows for structured management) will inevitably lose existing customers and fail to acquire new ones.

Taking into account the current market conditions and the purchasing behavior of prospective customers, the Academy recommends an initial training cycle from its Sales Excellence Program:

• Station 1: The art of communication and securing a customer meeting (8 hours)

• Station 2: The art and secrets of successful selling (8 hours)

• Station 3: Brainstorming workshop and assessment of implemented practices (4 hours)

• Station 4: On-the-job coaching (3-hour field observation with each salesperson during a sales meeting)

Program Outline

Station 1: The art of communication and securing a customer meeting (8 hours)

• Principles of verbal and written communication (SMART) and use of modern communication tools

• Conducting calls with existing and new (unknown) customers; earning customer trust

• “The beginning is half of everything”: initiating communication with positivity and confidence

• Difference between customer service and selling

• Structure and outline of a sales call (what to say and what not to say)

• Tips for successful telephone sales

• How to conduct effective follow-up (written & verbal); filing, planning, and scheduling meetings

• Supervision and monitoring of sales approaches; planning next steps

• Case studies with role-playing (current vs desired situation)

• Simulation of a call with a new customer followed by detailed feedback on strengths and areas for improvement

Station 2: The art and secrets of successful selling (8 hours)

• Fundamental sales principles

• Consultative selling methodology

• Stages of communication during the sales process

• Skills and techniques for successful selling

• Case studies with role-playing (current vs desired situation)

• Simulation of a call with a new customer followed by targeted feedback

Station 3: Brainstorming workshop and evaluation of implemented practices (4 hours)

• Group discussion on the implementation of practices from the previous two stations

• Evaluation with the sales team and insights on future actions to increase sales

• Designing a future sales cycle strategy and plan

• Adoption and commitment to upcoming goals for the new year

Station 4: On-the-job coaching (3-hour field observation with each salesperson)

• Accompanying the salesperson to observe the sales process applied with the customer

• Performance feedback

• Improvement recommendations

At the end of the program, a comprehensive evaluation report is submitted to the Sales Department and to management, including recommendations for further improvement of sales performance.

This training cycle is fully adaptable and can be customized according to the client’s context, priorities, and development needs. Before implementation, preliminary calls will be conducted with key stakeholders to clarify needs and define objectives.

As part of its broader personnel development offering, the Academy suggests the following next-step trainings in your team’s journey toward sales success:

• “The Art of Negotiation”

• “Account Management”

• “The Art of Influence”

For more information, feel free to contact us.