Consultative Selling Skills

How to win more business with value-based propositions

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Solution selling – also known as consultative or value selling – means selling the way your customer wants to buy, not how you want to sell. In practice, it is about creating compelling reasons to change.

In a transactional sale the customer knows the answer or solution without help from a salesperson, or is prepared to stay with what they have. Customer decision criteria are price and convenience and so customers resent time spent with (new) salespeople, because the salesperson adds little or nothing to what they have and steals time.

In a consultative or solution sale the customer doesn’t know the answer or solution (or cannot see the advantage of your solution) without help from a salesperson. The salesperson must take the role of an advisor, not just a ‘product promoter’. Customers demand expertise, advice and customisation during the sales process. Often customers insist on multiple meetings with salespeople and others to develop advantages that you can bring and reduce the perceived risk of changing. In this way the salesperson often adds significant extra value to the customer.

The workshop

  • Four-sessions workshop of practical advice and guidance on how to sell high-value or complex solutions to discerning and sophisticated customers, whether new or existing, more effectively.
  • A highly interactive four-sessions workshop involving practical exercises, role play, case studies and, if possible, specific examples from participants’ businesses.
  • The workshop is designed for all business development consultants and sales staff.

Consultative Selling Skills will take place on 27, 30 May, 3 and 6 June 2019. The training sessions will be held at The Business Institute, Sofia, 23 A Joliot Curie Str.

If you are interested in the workshop click here or contact us on: +359 88 2924710,

The overall objective of this workshop is to help improve your sales results, by increasing your sales professionalism and helping you adopt a more consultative and solution focused approach to developing both new and existing customers.

As a result of this workshop, participants will be able to:

  • Apply the higher-level skills and strategies needed to sell value-based and differentiated business 
  • Manage complex or high-value sales more proactively and accurately
  • Create and deliver persuasive sales messages based on value and agreed business 
improvements and solutions
  • Use advanced techniques to develop customer needs, value and decision-making criteria in depth
  • Make an impressive and compelling final proposal.
Key principles, business planning and relationship management

Key principles

  • how solution selling differs from ‘transactional’ or ‘relationship-based’ selling
  • customer’s buying cycle stages


  • how to build and manage key relationships within an account
  • qualifying and managing key influencers accurately
  • approaching and developing new contracts strategically

Prospecting skills in a solution sale

  • strategic prospecting
  • how to establish your competitive position within an account
  • skills and processes for up-selling and cross-selling
  • making new contacts and appointments
The key consultative selling skills


  •  the first five minutes – ways to gain instant rapport and setting the foundation for a consultative approach in a first call
  • how to structure an effective consultative sales call
  • how best to differentiate your solutions and build credibility
  • overcoming initial buying resistance
  • opening the meeting

Consulting – influencing client needs

  • understanding the power of high-impact and third-level questions
  • the importance of body language and other personal communication dynamics
  • defining and agreeing comparative advantages
  • principles of unconscious influence

Convincing – helping the customer choose you

  • mapping customer needs and preferences on to your solution
  • using the alternatives assessment
  • decision making criteria
  • creating and presenting a compelling proposition

Commitment – closing the sale

  • isolate, prioritise and answer objections and concerns
  • deal more effectively and profitably with client’s objections
  • managing the transition from prospect to customer
Grant Small

Associated Facilitator at The Business Institute. Grant is a technical competent advisor on strategy and sales enablement relating to the Insurance Industry; a detailed oriented professional with a wealth of knowledge and expertise gained in the industry as a broker and a consultant. He excels in the field of Research and Development and has an entrepreneurial view for new product and service development. A lateral thinker who is aware of trend in the consultative selling industry. Grant is also a chairman of Set Free Foundation that aims to support people affected by human trafficking.

Consultative Selling Skills will take place on 27, 30 May, 3 and 6 June 2019. The training sessions will be held at The Business Institute, Sofia, 23 A Joliot Curie Str.

Early bird -10% off

430 BGN

  • Until 10 May 2019

Regular price

480 BGN

  • 1 participant