Consultative Selling Skills

This course is for sales professionals who act in an advisory capacity and work collaboratively with key decision makers to identify the customer's actual needs rather than the product being the focal point of the sale. This type of approach focuses on the use of strategic questioning and probing to establish credibility with the client and build rapport to be in a stronger position to provide the right solution.

1 day

For available dates, click on the 'Book' button. If the dates shown are not suitable, contact us on 0161 359 3405 or email

9:30am - 4:30pm 

Churchgate House, 56 Oxford Street, Manchester, M1 6EU

Course Overview

Key account management (KAM) is one of the most important changes in selling that has emerged during the past three decades. 

Consultative sales professionals manage their relationships with strategically-important customers, and it produces measurable business benefits. Not surprisingly, smart suppliers are keen to implement KAM at a higher level.

The skills of an experienced key account manager are needed to be able to manage the complex level of interactions and the increasingly collaborative nature of the business relationship.  Any interaction with a client exists on two levels; the nature of the relationship and the level of the interaction.

This one day course is designed to assist consultative sales professionals in building stronger long term relationships with their customers and realising the full potential of that partnership through key account management.

Diagnostic techniques for consultative selling

The workshop explores a consultative sales model from initial contact to established account that shows you how clever observation, subtle questioning and active listening can help you gain vital information and keep you closer to your customer.

Your role requires (a broad range of skills, including financial, consultative, planning, interpersonal and influencing skills) – hone into and develop your skills.

Prioritise your Relationship Management - Benchmark and Build

Your key accounts should not be static over time, instead, you should keep them refreshed. Move new key accounts in and former key accounts out if they no longer match up to your definition. Consultative sales professionals continually review their relationship with customers, reflecting changes in what is important to them. Be clear about the potential of each client, use your time wisely and build this into your sales strategy.

Advanced sales communications

The importance of personal presentation, body language and personality when building a strong rapport and manage relationships.

From designing and presenting solutions, solving problems that are client centred to advanced positioning of key messages to gain commitment by using the right ‘closing’ style.

Acquire the secrets of ‘social-style’ selling

Customers vary with respect to their personality, communication style, behaviour, thought processes and approaches to making a decision.  Consultative sales professionals understand the customer’s social style and adapt their sales approach accordingly to be in a stronger position to increase their chances of a successful outcome. 

This workshop covers:

  • Be clear about what defines a ‘key account’ and stick to that. 
  • Explore techniques to get high level ‘buy in’
  • SWOT analysis and unique advantages
  • Developing a sales strategy - where is the business going to come from
  • research customer profile to maximise business
  • Planning and preparing customer contact
  • Advanced and assertive communication skills
  • Establish explicit needs
  • Building profitable partnerships
  • Creating effective proposals
  • Advanced presentation skills – positioning and focusing on real needs
  • Appeal to different decision - making styles
  • Hold productive meetings
  • Effective ‘transition’ and agreeing the future strategy