Practical Selling Skills

About the Course

Are your Sales People being the best they can be?
Are you getting the best results from your sales team? Could they do better? Have your competitors got better recently? – Are they closing more sales than you?

These are questions that are often asked but are very hard to answer. Your monthly statistics may be the bringer of glad or bad tidings but how can you be sure your sales team is being the best it can be?

The solution to this problem is in your approach. The best sales teams are the ones with the best training and the best management, so a better question would be, “Is our sales team the best trained in the industry?”

Niche Training offers our highly successful Practical Selling Skills course, run by Richard Mulvey, throughout the country. The course content will give each person attending a sound understanding of basic selling skills using actual examples in their own industry. Each trainee receives a comprehensive set of notes to refer back to a conference folder and a certificate of attendance.

Course Content

Today’s successful sales people know the focus has to be their customers. They know it is important to be building the relationship, providing a service, satisfying the customer’s needs, listening and understanding rather than talking and seeking to be understood. Sales people are in the front line, building a reputation to ensure long-term growth as well as short-term sales. In the “Practical Selling Skills” course we use this focus, taking the best sales skills and bringing them right up to date. This course also includes the “Double-Up” programme, looking at ways in which each delegate can achieve their “Double-Up” targets without working twice as hard.

The course is divided into four modules of three hours each. Starting with identifying the customer, through to closing the sale and beyond, we explore all the skills required to be a first class sales person. As far as possible we use real examples from each industry represented on the course to bring the skills into focus.

The course is run over two full days with two modules each day. Each module starts with a review of the skills covered in the previous module followed by interactive lectures, practical examples, and shared experiences of how the skills work in action.

Practical Selling Skills includes the “Double Up” programme. For more details please click here.

Course Outline

Module 1

The Sales Cycle
In this section, we overview the whole selling process from customer to close and beyond. This section gives the delegates a clear idea of what to expect in the coming modules and how each part fits together.

Positive Selling
Closing the sale doesn’t just happen at the end. Sales success is very often a state of mind, positive sales people will close more sales. In addition, salespeople must have respect for themselves and the product or service they are offering if they are going to convert the prospect into a Life Time Customer.

Getting New Customers
If we continue to do the same things, in the same way, we will get the same results.  If we truly want to grow the business we have to do things differently. In this section, we look at the improving traditional methods of prospecting and explore new ways to attract customers to the business. Each delegate attending will see that they can easily “Double-Up” their prospect list overnight.

Keeping Customers Forever
It is no longer good enough to simply sell a service. To keep a customer forever we have to develop close relationships, get to know the customer’s problems and how we can become an integral part of their business growth. In this section, we also explore ways in which we can improve the sales person’s use of their most valuable resource, “Time”. When you “Double-Up” your prospects you cannot afford to ‘drop the ball’ with your existing customer base.

Module 2

Telephone techniques
We all have to use the telephone in business, but many of us fail to get the best results from our calls. Making an appointment over the phone for some people is harder than closing the sale. When using the telephone to make an appointment you are not selling your product, service or company, all you are selling is the appointment and in this section we look at a simple script that will “Double-Up” your success rate on the telephone.

Creating the right impression every time.
Having made the appointment we have to get face to face with the prospect if we are going to make the sale. 90% of people’s opinion of you is formulated in the first four minutes of meeting you and very often the prospect will make up their mind before the salesperson starts to speak. In this section, we look at creating the right impression through what we say, how we look and the correct use of Body Language.

The Sales Conversation
The next step is to uncover the prospect’s problem and offer our solution. This sounds simple, but it is very often where the mistakes are made. In this section, we look at the correct use of “Open” and “Closed” questions to uncover the prospect’s needs and show the salesperson how to listen most and talk least.
Having uncovered the prospect’s problems we then have to offer our solutions. To achieve this, we don’t just tell the prospect what we can do but also show how our solution will achieve the end result the prospect is looking for.

Module 3

Going Beyond Simple Needs
In the last section, we explored logical features, needs and benefits. However, customers rarely buy logically, customer’s buying decisions are usually made emotionally. In this section, we go beyond simple needs. If we are going to make the sale we have to explore their desires.

Handling Difficult Objections
There is no simple answer to handling objections because each customer is different and so are their problems. However, in most industries you will only get 10 or 15 different objections and in this section we will explore the difficult objections you get in your industry and offer the best solutions.

Closing the Sale
For many sales people, this is the hardest part, yet customers or clients will rarely give you the business if you don’t ask for it. Closing the sale doesn’t just happen at the end, and throughout the course we will explore how you can build up to the close with successes along the way. If the sale is handled properly, by the time you get to the end the customer will have already made up their mind and all you have to do is ask.

Module 4

Selling at your Higher Price
Far too often our sales teams see price as the only issue but customers never buy on price alone. When the salesperson thinks that the prospect failed to buy because the price was too high he has missed the point. Prospects don’t care about price so much they care about value – “what am I getting for what I am paying”. In this section, we explore how to get past the price barriers and close more, higher priced sales.

The Salesperson’s Day
Getting the most out of the day, keeping meaningful statistics, keeping accurate records and reports are essential tasks for successful salespeople.

Developing a Winning Attitude
The most important part of the “Double-Up” process is to ensure that the sales people believe they can achieve twice what they are achieving at the moment. To do this, we have to show how it is possible and then motivate the team to “want” to achieve it.
In this section, we also look at the “numbers game” and show that with minor adjustments to the numbers we have explored during the course we can easily achieve twice the results. Once the team believe they can do it the rest is just a matter of keeping up the motivation.

About the Presenter

Richard Mulvey is South Africa’s leading Sales Motivator and over the last 22 years has inspired over 200,000 business people to better performance. Using knowledge gained from his 20 years experience as a sales person all the way to Sales Director together with ‘up to date’ sales techniques, Richard is able to up skill any group of sales people and inspire them to use the skills.

Richard is also president of the Professional Speakers Association of Southern Africa and has been inducted into the Speaker Hall of Fame, an honour that is held by only 9 South Africans including Clem Sunter, Michael Mol and Archbishop Desmond Tutu.

What you get

  1. 1. A workbook with comprehensive notes
  2. 2. 4 weeks of follow up emails specifically      pertaining to this course material
  3. 3. Course attendance certificate
  4. 4. Lunch and refreshments

What we will cover

The Sales Cycle

Positive Selling

Getting New Customers

Keeping Customers Forever

Telephone Techniques

Creating the Right Impression Every Time

The Sales Conversation

Going Beyond Simple Needs

Handling Difficult Objections

Closing the Sale

Selling at Your Higher Price

The Salesperson’s Day

Developing a Winning Attitude


The benefit of providing for an in-house course for Professional Selling Skills is that you will be able to have the session focus on your business and industry, have valuable conversations and make decisions within your team and allocate and obtain agreement in a group session.


Excellent Course. Richard is sensitive and filled with fun, he has really good content that is very practical. – Dr. Alan Tomlinson, Chairman, Regal Nutrients (Pty) Ltd.

The whole two days were very informative and interesting. The information obtained was very valuable and I will try to use this in my daily working and private life. The presentation was interactive and entertaining, thank you very much Richard. – Michael O’Reilly, Technical Sales Manager, Multitrade Distributors

The course was a good review of sales and marketing theories and focus on the practical aspects of business. It was good value and I will share the skills with my sales team. – Elijah Chimbongwe, Sales Manager, Macmillan Publishers

The presentation was very informative and I could easily relate it to my daily work. There was never a dull moment, it was well organised and it was easy to follow. – Mooba Ngnghimunya, Assistant Manager, Investrust Bank PLC

For regular updates and event info ...