Sales Skills Training
High-performance selling is not about personality or luck; it is a profession built on a foundation of mastered skills.
Our sales skills training is designed to build deep competence in the core disciplines that separate elite sellers from the rest.
In today's complex B2B environment, a well-rounded skill set is the most reliable path to consistent results.
We provide professional sales skills training that goes beyond theory to embed practical, real-world abilities. Many sales teams have hidden skill gaps that lead to inconsistent performance. Our programmes identify and close these gaps, creating well-rounded sellers who can confidently manage the entire sales lifecycle. This focus on foundational competence is a key part of our comprehensive Sales Training methodology.
Some of the world's biggest B2B brands have benefitted from working with our team
We don’t just offer standard programmes.
We deliver sales training that works.
You’ll benefit from programmes built on the mindsets, skills and tools used by leading professionals in value-based selling. Our focus isn’t just on ‘what’ to do, we show ‘how’ to do it with practical silmulations.
All programmes can be delivered in formats that fit your team’s needs and can be blended for maximum effect:
In-person workshop sessions for high-impact learning
Remote instructor-led training for global teams
Client specific video programmes hosted in client LMS
The essential skills for modern B2B selling
Winning in today's market requires a multi-faceted skill set. Buyers are more sophisticated, and the sales process is more complex than ever before. We group the essential competencies into four key areas.
Opportunity Creation Skills
Consistent performance starts with a healthy pipeline. This skill set is focused on proactive origination and includes:
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Proactive Prospecting: Using a multi-channel approach to consistently generate new opportunities.
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Leveraging Data and Trigger Events: Using insights to personalise outreach and improve conversion rates.
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Building a Referral Network: Systematically generating warm introductions from existing clients and contacts.
Value Articulation Skills
It is not enough to have a great solution; you must be able to communicate its value in a way that resonates. This involves:
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Compelling Storytelling: Using case studies and analogies to make complex benefits simple, memorable, and emotionally impactful.
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Building ROI and COI-Based Business Cases: Quantifying the financial impact of your solution in terms executives care about and clearly identifying the return on investment or cost of inaction.
Discovery and Qualification Skills
This is where the best sellers differentiate themselves. Mastering discovery is about deep understanding, not just asking questions. Key skills include:
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Active Listening and Empathy: Hearing what is said and understanding what is meant to build trust and uncover hidden needs at a broader and deeper level than competitors..
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Asking Disruptive Questions: Challenging a client's assumptions in a constructive way by bringing valuable insights to reframe their thinking.
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Consultative Selling: Diagnosing problems, identifying client value and co-developing solutions with the client, positioning the seller as a trusted advisor.
Deal Management and Closing Skills
These skills are about maintaining control and momentum through the end of the sales cycle. They include:
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Multi-threaded Stakeholder Engagement: Building consensus across the entire buying committee.
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Proactive Objection Handling: Surfacing and resolving concerns before they can derail a deal.
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Principled Negotiation: Defending value and margin to secure profitable, win/win agreements.
Our approach to building lasting sales skills
Knowing what to do is not the same as being able to do it under pressure.
Our approach to skill development is built on three pillars:
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Framework-Based Learning: We break down complex skills into simple, repeatable frameworks that are easy to remember and apply.
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Practical Application: Our sessions are highly interactive, with a strong emphasis on role-playing, simulations, and applying the skills to live deals.
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Coaching and Reinforcement: Skills are only embedded through consistent practice and feedback. Our sales leadership training equips your managers to become effective coaches who can reinforce the new skills daily.
A Deeper Dive into Critical Communication Skills
Effective communication underpins every other sales skill. Our training places a heavy emphasis on building elite communicators who can adapt their style to any situation.
Sales Communication Skills Training
Our sales communication skills training focuses on clarity, impact, and influence. We teach sellers how to craft concise emails that get responses, run effective meetings, and practise active listening to create psychological safety. This encourages honest dialogue and allows sellers to gain access to information that competitors miss.
Sales Negotiation Skills Training
Negotiation is a process to be managed, not a battle to be won. Our sales negotiation skills training reframes the objective from closing a deal at any cost to protecting its value.
We provide a structured framework for preparation, managing concessions, and creative trade-offs. This focus on sales training negotiation skills equips your team to secure better, more profitable agreements while strengthening the client relationship. See more of our sales training techniques.
Sales Presentation Skills Training
A great presentation is a conversation, not a monologue. Our sales presentation skills training teaches your team how to move beyond feature-dumping and instead craft a compelling, client-centric narrative. They learn how to structure a presentation that tells a story, demonstrates a deep understanding of the client's world, and builds a clear case for change.
Our sales skills training courses
We offer a modular curriculum of sales skills training courses that can be tailored to your team's specific needs. This flexibility allows us to design a professional sales skills training programme that targets the precise competencies that will have the biggest impact on your performance. Whether you need to improve prospecting, negotiation, or account management, we have a course that can help. Explore our full range of sales training courses.
Traditional Providers vs. The Sales Coach Network
Choosing the right partner for your needs is crucial. Here's how we stand out:
​Traditional Training Providers​
Narrow approach
Focus primarily on training
Offer a broad range of services, often with limited specialisation in sales performance
Provide standard offerings with inflexible tools
Deliver generic content by trainers
The Sales Coach Network
Holistic approach
Focuses on business outcomes and embedding change
Specialises exclusively in sales performance improvement
Develops bespoke programmes and tools based on detailed needs analysis
Delivers change by practitioners with real-world experience
Why partner with The Sales Coach Network?
Led by industry expert Les Bailey, our team of real-world sales practitioners helps sales professionals win more deals, faster.
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Practical Approach
Our team consists of seasoned practitioners who actively engage in your sales processes, offering actionable advice rooted in real-world experience.
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Experienced Team
Our experts combine extensive industry knowledge with proven techniques, ensuring your team is equipped to tackle real-world challenges.
Customised Solutions
We collaborate with you to co-create programmes that seamlessly integrate into your sales culture, driving meaningful and lasting change.​
