Sales Training

Finding the time and resources to train salespeople is one of the biggest challenges a small business owner faces. Being successful in sales requires a few key skills. Whether you are selling face to face, over the phone or using virtual meeting tools, our sales development courses will ensure you and your team create a great first impression, run effective meetings and know how to apply the fundamentals necessary to be a great salesperson.


The goal of this class is to help you determine how your customers make buying decisions so that you can align your sales process accordingly.



How and why a person buys is based on their life experiences. Those life experiences have created beliefs and attitudes unique to that person. Your goal is to figure out what those beliefs and attitudes are so you can identify inconsistencies in how you sell and how the buyer thinks/feels. The key to finding out how they're programmed requires you listen more than you talk.

Pie Chart - 20% Fact, 80% Beliefs and Attitudes

Most buying decisions are more emotional than logical. The graphic above illustrates the genesis of this fact. People begin their buying decisions based on emotions, beliefs and attitudes. They end their process based on facts. You must build rapport before you convince the buyer of why you and your product or service will benefit them.



This video introduces the concept of the mind as a human computer that must be decoded. If you fail to recognize what's important to the customer and follow your own scripted sales pitch, you may lose the sale.



The following video introduces a simple, yet effective, sales process that will allow you to sell in the following order: Self, Product and Price.

Step 1: Get Their Attention and Step 2: Pre-Sell Information focus on getting to know your customer and making them feel important by understanding the customer’s problems. In these two stages you should ask questions that get them talking. Be genuine and ask questions you truly want to know the answers to. Getting them talking not only builds rapport, but allows you to gather information and qualify the prospect.

Step 3: 3rd Party Presentation and Step 4: Create Desire are the stages in which you sell your product. This doesn’t involve brain dumping all over the customer. Selling your product is about asking thoughtful and strategic questions that allow you to maintain control of the meeting while gathering information to offer solutions.

  • Gather facts
  • Uncover pain
  • Qualify whether your product will solve the customer's problem

Let's go back to Joe and Mary:

There are many different types of qualifying methodologies that help you determine the viability of a prospect. One methodology is the WOLFE method. This method works well with contractual sales such as insurance. In contractual sales the buying window is only open for a short time.

The Wolfe Methodology starts by determining if the buying window is open. Secondly, you determine the size of the opportunity and if the customer has problems or issues that you believe you can solve. Next, you determine how loyal the customer is to their current agent or wholesaler. Do you offer advantages that will make it worth their time and effort to make the change? F or Fit refers to identifying if the customer is a good fit for your company. Are you able to effectively meet their needs and provide improvements to their current situation? You should know what an ideal customer looks like for you so that you don’t waste time trying to close deals that aren’t a good fit. Lastly, do you have or can you get the engagement of all of the decision makers?


Using a qualifying method will help you to determine if the customer is a fit for your product and service before you share the features that make your product the best fit for them.

Value = perceived benefits received/perceived price paid

*The WOLFE methodology comes from Jeb Blount’s “Sales EQ. How Ultra High Performers Leverage Sales Specific Emotional Intelligence To Close The Complex Deal”

Step 5: Agreement If you have followed the process and sold in the order of self, product and price, you should come to an agreement to either do business together or move on. Remember, you don't have to close every account. There will be accounts where it actually makes sense to walk away.

The video below outlines a concept known as the 4 Buying Questions. Following this format will prevent you from selling price before you sell yourself and your product.

You should always sell price last. If you fall into the trap of selling on price, it will prevent you from differentiating yourself and building value. If your customer says they just want your lowest price, you have to route the discussion back while acknowledging a fair and competitive price is important to you as well.

When your customer immediately asks how much, they assume they know what it is, how it works and what’s in it for them. Implement the four buying questions to move your customer off of price and onto the product. For example, let’s show how starting with price can end your sales process. You ask your prospect if they are interested in buying what’s in your hand for $10,000. The prospect immediately says no because they believe they already know what it is, how it works and what’s in it for them. If a prospect says give me your best prices without allowing you to get to know them and demonstrate your value, you will have lots of stalled sales.



This class focuses on the 10 keys to successful meetings. We review how effectively preparing, actively listening and asking good questions will help you to achieve the goals you set for your meetings.


A series of videos that examine the fundamentals of sales including building rapport, sales basics, creating your sales story, and the sales call.

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These services are provided by USLI and Devon Park Specialty Insurance.
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