Service
Commercial training
Selling is a craft. For more than 30 years I have been delivering commercial training for sales people, inside and outside, centred on the customer journey, experience and distinctive value.
What it covers
01
The sales conversation as a craft
A good sales conversation is not a bag of tricks, but a craft. We work on the structure of the conversation: listening before you persuade, asking questions before you offer solutions, and giving the customer space to draw their own conclusions. Selling is not pushing, it is taking along.
02
Customer journey and customer experience
The customer journey begins long before the conversation and ends long after. We map the journey: every touchpoint, every barrier and every moment where experience arises. Whoever understands the customer journey does not sell harder, but smarter, at the moments that truly matter.
03
Distinctive value in a crowded market
In a market where offerings cross each other, distinctive value makes the difference. Not by praising your product harder, but by being sharp on why a customer would buy from you and not from the neighbour. We translate that into a story that holds and that you can bring into every conversation.
04
Inside and outside: one commercial line
Inside and outside service often work alongside each other rather than with each other. We bring both worlds onto one line: shared goals, shared language and agreements that ensure the customer experiences one party. That is where the real gain lies, not in separate targets but in cohesion.
Approach
Commercial training is not a course you take and then forget. It is a development that must land in practice.
The structure:
- Insight into your own commercial style: what works, what does not, what is your pitfall.
- The sales conversation as a craft: structure, listening, taking along.
- Customer journey and experience as a guide for what you do and leave.
- Practice in reality, with your own cases and real conversations.
- Anchoring: agreements and rhythms that ensure it endures.
Always connected to the reality of the salesperson and the market. No theory without practice, no exercise without translation to tomorrow.
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