Sales online


Our Sales Training Online academy provides a wide range of web-based sales training courses, assessments and government backed qualifications that are an invaluable resource to anyone who needs to sell or understand how selling works.

Sales Professionals

Selling is difficult in any market. Our courses will help you put the pieces of the business jigsaw together. You will understand how to make the most of your opportunities and what it takes to make customers feel special so that they don’t look elsewhere.

Our courses were developed as a result of extensive research and thought leadership programmes undertaken during the last fifteen years with several global and corporate sales teams. Backed by our Ability Tests that measure retained knowledge our courses lead to internationally recognised sales qualifications.

Each course is self-contained and designed to provide a clear and concise understanding on each modular subject. The courses take around 30 minutes each. Simply listen to the audio and watch the slides. Courses play automatically at about the same speed as classroom training. However this environment gives you complete control for not only repeating parts of the courses but also working at your own pace.

Courses are designed to help professional sales people to learn their craft as well as being a useful aid in many sales situations; such as preparing yourself before a job interview.

Our courses and ability tests are used around the world and we have clients in every continent, from people running their own businesses through to multi-national corporations. There’s no longer a need for you or your staff to leave the workplace to attend multi-day training courses. Your sales training can now be delivered instantly straight to your desktop, at a fraction of the cost.

Other Professionals needing to understand Selling

Our courses are useful to anyone who wants to understand how selling works. You could be part of a project team, perhaps working in bid management or bringing your own expertise into a sales environment. Maybe you are in HR and need to recruit sales people. Perhaps you run a growing business and need to ensure that customer facing staff understand the value of strong client relationships and know how to continually spot opportunities.

Many people find themselves in the position of having to sell their own expertise to clients who may be more used to dealing with experienced sales professionals. Whatever your requirements are for sales training you can take as few or as many of the 21 sales skills on-board before you need them. It couldn’t be simpler and there’s no need to ever be apprehensive again – just concentrate on what you’re good at and let the sales skills fall into place once you’ve taken our courses.

ISMM Endorsed Qualification

You just have to complete all 21 of our online courses and assessments using an online account. You will achieve theCertificate in Sales and Marketing, an ISMM endorsed qualification in its own right. As a result candidates are already equipped to:

            • Prepare for sales situations and deliver sales presentations
            • Sell products and services to customers
            • Negotiate sales of products and services
            • Manage sales relationships with customers
            • Provide after-sales support

We include your first year ISMM membership (worth £130!).ISMM Member Benefits include:

            • recognition of your commitment to progressing your sales career to employers
            • subscription to the specialist sales magazine Winning Edge
            • free legal advisory service
            • free regular business seminars held throughout the UK
            • discounts to top sales event, the ISMM’s annualSuccessful SellingConference
            • access to and discounts on additional supporting resources
            • Regus Business Gold Membership (worth £300) included

and seeing how and where your product or service is saleable to them. They also cover the need to manage your resources and time so that y

Technical Sales Skills

Technical Sales Skills are used when we are engaged directly with customers. This could be face-to-face, over the phone, contact through messaging or when emailing. These Technical skills are the very fabric of selling and having a sound knowledge of these is fundamental to succeeding in Sales.

The skills look at how to use process so that you know what to do from the very start of your interactions with people in sales situations. They cover the aspects of meeting people, qualifying their needs ou can handle different types of sales effectively. A brief description of the courses covering these skills is shown below:

The Importance of Commercial Awareness – Course Duration: 35 mins 30 secs

This course considers why it is important to understand the interactions that take place between buyers and sellers so that you are able to consciously and consistently understand how to control a sales situation. Everyone needs to appreciate that selling successfully follows written and unwritten rules, regardless of the size of customer you are engaged with. How you use your sales skills for managing these business interactions are critical to your sales success, from the very start of the process. See Sample Slide

The course enables you to:

  • Learn how to use the psychology between buyers & sellers to your advantage and how to manage the opportunity successfully
  • Instinctively know that you are in a commercial situation
  • Understand how to ensure you control all sales situations from start to finish
  • Succeed in today’s highly demanding customer-centric sales environments
  • Turn inherent buyer prejudices into advantages for yourself and your solution
  • Measure your personal contribution to each sale so that you are able to improve how you work and are able to increase your own efficiency on an on-going basis

Positioning Features, Advantages and Benefits – Course Duration: 40 mins 08 secs

This course looks at one of the most important aspects of selling and highlights how to avoid mistakes commonly made by most sales people when positioning their products and services. We will teach you a structured approach for extracting information and positioning your products and services. It will help you to quickly qualify customer requirements so that you know early on whether they are likely to buy from you, based on how well you present your solutions and ideas. See Sample Slide

The course enables you to:

  • Understand the differences between Features, Advantages and Benefits so that you know which one is the golden egg for your products and services

  • Know exactly how to demonstrate what your products and services will do for your customers

  • Position the real value of your products and services to customers effectively
  • Create a compelling argument in the customer’s mind so that they can see why to buy from you
  • Be really effective in repeatedly selling your products and services to your customers
  • Qualify customer needs using the power of “The FAB model” so that you both have the same understanding of how your solution will help them meet their business objectives

Targeting Buyers and building a Sales Pipeline– Course Duration: 37 mins 06 secs

This course focuses on having a clear understanding of the type of person or company you want to attract for your products and services. It highlights why your most precious resource is your time and that using it effectively, to find the right buyers, has a major bearing on your success. Given that new business takes six times longer to find, it is critical to ensure that you have an on-going sales pipeline that equates to your revenue targets and aspirations. See Sample Slide

The course enables you to:

  • Use highly effective tried and trusted methods for building a healthy sales pipeline
  • Target the right buyers to ensure you gain your fair share of business and don’t waste time
  • Put pressure on competitors by creating an “unfair advantage” to win more deals than them
  • Examine how markets work so that you know what you need to do in building a sales pipeline
  • Compete for and get your share of internal resources, which may already be stretched
  • Use the most valuable resource that you have (time) effectively, so that you spend it with people who are the most likely to buy from you

Closing Sales in your timeframe– Course Duration: 31 mins 08 secs

This course explains how and where Closing fits into the overall Sales process. We show you how your time should be primarily focused on Building Relationships and Resourcing, as well as Closing Sales. We also highlight the differences between strategic and tactical selling and explain some of the techniques that are used in these two types of selling. The course also highlights a number of different Closing techniques & provides assistance in how to handle rejection when selling.See Sample Slide

The course enables you to:

  • Learn why many people fail when attempting to close sales and why closing appears difficult

  • Choose the best way of closing sales for your product or service using different types of Close

  • Improve your sales performance by knowing how to manage customers when closing sales

  • Understand how your own sales skills and approach are your real advantage in closing sales

  • Learn accurate forecasting and how to use sales processes to define timescales for deals

  • Convert your sales expertise into real value, because even the best product won’t sell itself

Effective Questioning Techniques – Course Duration: 30 mins 54 secs

This course will help you understand how to quickly and effectively extract the right information from customers in commercial situations. We show you how to ask both simple and complex questions effectively. Making assumptions can be dangerous and leaving things to chance usually catches us out when we are least expecting it. The course also looks at a number of generally accepted Questioning techniques, as well as how to verify what you have already heard, to ensure a correct understanding. See Sample Slide

The course enables you to:

  • Know how to ask the right questions, in the right way, to quickly qualify sales opportunities
  • Learn how to lead people to tell you the whole truth, even at an inital meeting
  • Understand how to build trust so that people open up and share their business issues and pain
  • Be comfortable in asking customers difficult questions that do not offend them in any way
  • Know all 6 types of questions so that you are able to probe and structure follow-up questions
  • Appreciate when to ask “open” or “closed” questions and how asking the right question at the right time has a major bearing on your ultimate success in Sales

  Discovering Customer Needs – Course Duration: 36 mins 01 secs

This course will help you to quickly understand whether a prospect or customer has the need for your product or service. Customers often express their needs by highlighting elements that are causing them “pain” in certain areas of their functions or business. Having your customers talk about this pain provides you the opportunity to assess how your ideas and solutions will assist them so that you are able to quickly position how you may help them to alleviate that pain. See Sample Slide

The course enables you to:

  • Understand how to discover customer needs and why buyers express their needs as “pain”
  • Recognise the different types of buyer pain and know how to map your solution to win deals
  • Examine how and why different buyers express business needs in different ways
  • Understand the need framework, need hierarchies and the dependencies of needs
  • Know why needs and pain are inseparable in buyers’ minds and how to use that to advantage
  • Qualify customer needs to determine how best to position your products and services so that they are a good fit in your buyer’s mind and they are motivated to buy from you

Selling Solutions to Customers– Course Duration: 28 mins 36 secs

This course considers the entire aspect of the term “Solution”. We look at what a solution is, why we should sell solutions and how to assemble a solution. Customers are generally not interested in features and why you may think your product is ideal unless you can clearly show them how, what you are selling helps them achieve their business objectives. We also consider how to get around “roadblocks” to solutions and where that leads us once we have done it successfully. See Sample Slide

The course enables you to:

  • Understand why selling solutions, as opposed to stand-alone products or services, is so important
  • Move up the value chain and provide lasting value to customers, through price performance
  • Examine the principles of value based selling and avoid“competitive leapfrog”
  • Avoid traps that turn good sales people into order takers by allowing the buyer to take control
  • Increase your credibility with customers so that you are able to generate more business
  • Achieve higher margins and longer lasting customer relationships through value propositions by avoiding the “go faster” feature-based sales one can easily slip into

Sales Account Planning– Course Duration: 28 mins 42 secs

This course describes how to plan sales campaigns and manage your sales accounts. We show you why sales that happen accidentally are very difficult to repeat and typically lower value. We consider why planning your sales campaigns, in a targeted and effective manner, enables you to manage the risks and reap the rewards of selling successfully. We’ll also highlight why keeping close to customers ensures that your sales pipeline remains healthy on an on-going basis. See Sample Slide

The course enables you to:

  • Ensure that Thinking, Planning and Managing all contribute to your Account Strategies
  • Understand why planning accounts and sales campaignsmaximises your effectiveness
  • Plan strategies and conduct reviews to determine likely outcomes before they happen
  • Use structured sales processes to ensure that youunderstand the details of each sale
  • Examine why well kept account plans are often the difference between success and failure
  • Increase your chances of winning more dealsby gaining valuable contributions from the right people, at the right time

Using the Sales Cycle – Course Duration: 30 mins 31 sec

This course highlights the secrets of managing sales so that you increase your chances of being successful. If you are baking a cake, and have never made one before, you will almost certainly look for a recipe to follow; this course provides you the recipe for winning sales over and over again. We show you why you cannot afford not to follow a recipe, especially given that there are no guarantees in Selling. We also explain how doing the right things well, increases your chances of success. See Sample Slide

The course enables you to:

  • Maximise the value of your time by using powerful qualification techniques successfully
  • Learn how your probability of success increases when you follow a sales cycle
  • Follow a recipe that is proven to work by going down a well trodden path when managing sales
  • Examine a generic sales cycle which can be used for selling your solutions
  • Understand how a sales cycle helps you to qualify sales so that you eliminate surprises
  • Know the importance of sharing your latest thinking and position in each sale with your team, colleagues and managers

Matching the Buying Cycle – Course Duration: 29 mins 51 secs

This course builds on the lessons learnt in the “Using the Sales Cycle” course and highlights the fact that your buyers will almost certainly also be following a structured process as part of their buying cycle. Not only do you need to understand the process they are following, but also how to map your products and services into their evaluations and decision-making processes. You need to be on top of both cycles in order to match them, particularly given that buyer priorities often change along the way. See Sample Slide

The course enables you to:

  • Understand how to recognise key buyer behaviours and what these tell you
  • Examine techniques for selling successfully to people who are following a buying cycle
  • Understand the processes and the actual cycle that buyers follow when purchasing
  • Fully comprehend  how to synchronise the Sales and Buying cycles
  • Appreciate how to predict next actions that buyers will take, and using that to your advantage
  • Analyse buyer behaviour and highlight how you have helped buyers to maximise value

Managerial Sales Skills

Managerial Sales Skills help us to carry out activities behind the scenes so that we keep winning new customers. They are used by everybody who is successful in selling and are very different from other Management Skills.

They are important because they help us to comprehend customers, competitors and businesses. Additionally the ability to understand customers’ business strategies, position our own value, market to others in the right way and make effective presentations all have a huge bearing on how successful we are at meeting our sales targets. Knowing what is important to customers, how to deliver what they want and keep them happy over the length of a business relationship are all part of the fundamentals of good selling and everyone has to learn these skills to succeed.

Just think how disappointed we are when someone with a good product or service gives an awful presentation. It is easy to see that if learning these skills is left to chance, it is usually followed by a heavy price being paid. A brief description of each course covering these skills is shown below:

Understanding Business Strategies – Course Duration: 32 mins 19 secs

This course helps you demonstrate that you are genuinely interested in assisting your prospects and customers in achieving their business goals. By showing that you understand customer business strategies, you are able to further influence how your products and services become an integral part of your customers’ business processes and operations. We show you why the real trick in gaining customer confidence is demonstrating how your products and services help them meet their customers’ needs. See Sample Slide

The course enables you to:

  • Work closely with customers to gain respect, trust and confidence to keep winning business
  • Examine generic corporate needs, strategic direction andcompetitive advantage
  • Learn how to demonstrate a commitment to your customers’ growth and ability to meet targets
  • Make customers see you are truly a business partnerand understand their business strategies
  • Know what’s important to customers so that you build and maintain successful relationships
  • Understand how to judge whether you would buy from yourself by placing yourself in your customers’ shoes

Using Value Propositions Effectively – Course Duration: 27 mins 43 secs

This course highlights that the focal point of your customer’s interest is seeing how real value can be delivered to their business, as a result of your products and services being implemented. We show you how to position your sale using a “value proposition” to easily convince customers that your solution is right for them. We also look at moving from commodity items to delivering lasting value, by examining how the Product Adoption Life-cycle works. See Sample Slide

Completing this course enables you to:

  • Learn how and why “positioning value” unlocks more doors than any other form of Selling
  • Use value propositions to differentiate yourself and map your solutions to customer needs
  • Create demand” for the value your solutions provide in fulfilling your customers’ needs
  • Understand why the price argument becomes secondary when you use value propositions
  • Convince customers your solution is much better at meeting their needs than your competitor’s
  • Appreciate that not creating demand for your specific solution means you are merely “order taking” which moves you to a commodity market where you can easily be replaced

Marketing your Products and Services – Course Duration: 28 mins 32 secs

This course helps you understand the principles and strategies behind Marketing your products and services successfully. We will show you how to go about finding your market, how to write your messages and other important activities for attracting the right customers. We also cover why your Marketing activities should create demand for customers who then buy your products and services. Given that very few offerings are now unique, we will show you how important it is to get your brand right. See Sample Slide

The course enables you to:

  • Make sure your prospects and customers know about you and what you are able to do for them
  • Integrate the four “P’s” of Marketing (shown in the picture) into your messages to customers
  • Learn to write compelling Marketing messages and use an effective mix of channels
  • Profile your “typical buyers” and develop the right Marketing messages to attract just them
  • Understand how to convey “the right message, to the right person at the right time” effectively
  • Build compelling propositions that describe your product or service as better than any other

Delivering Effective Presentations – Course Duration: 27 mins 14 secs

This course assists you in understanding how to make professional and compelling business presentations so that, the work you have done in developing your product or service, can be capitalised upon when you position them to prospects and customers. We also examine some of the fears people commonly hold in addressing a group of strangers and provide tips and tricks on how to make your business presentations effective, memorable and fruitful. See Sample Slide

The course enables you to:

  • Deliver presentations that inform, invigorate and inspire to ensure your audiences don’t drift off
  • Learn how to influence a lot of people at the same time through a great presentation
  • Examine the major techniques of presentations that enable you to make sales more effectively
  • Learn do’s and don’ts for making presentations thatinform, educate and entertain audiences
  • Master the 5 key components of a presentation: Objective, Speaker, Room, Audience, Message
  • Understand how to ensure that your audiences remember what you said and more importantly act on it after listening to your presentation

Building Business Relationships – Course Duration: 28 mins 16 secs

This course provides valuable guidance for building lasting business relationships with your customers. Given that we all know “people buy from people”, we help you appreciate that actually most people only buy from people they really like. In Sales you can’t afford to leave that to chance; we’ll teach you a number of tips and tricks on how to listen, influence and get the best out of interactions with customers. We also help you understand that you are integral to the solution your customers buy from you. See Sample Slide

The course enables you to:

  • Understand customers only buy from people they like and relationships are the key to that
  • Examine the behaviours and traits that make customers like you easliy and quickly
  • Learn that Selling is a “problem solving” profession and that you are part of the solution
  • Understand the differences between relationships that support strategic and tactical selling
  • Excell at building relationships internally to get the best out of the team around you
  • Comprehend how building relationships internally and externally helps you meet sales targets more than any other single skill

Behavioural Sales Skills

Behavioural Sales Skills are something none of us is born with. Therefore from our earliest days we begin the process of learning and mastering these skills to make our journey through life, a little easier. We quickly learn the value of these skills. However as we progress through life, we put a different importance on each of the skills. Life can sometimes be unforgiving to people who leave learning these skills to chance.

In fact, failing to understand the contribution these skills make in helping you to succeed in selling is a real danger. Nonetheless it is a trap that many sales people fall into. For instance most of us listen passively in our day to day activities but in sales situations this is inadequate and a different set of active listening skills are needed. Similarly, negotiating for “enough” is something we do in everyday life but the same approach in Sales can end up with us “leaving money on the table” often without even realising it.

Our Behavioural skill courses cover the essential areas for being successful in Sales. Each one has its specific application but all carry equal weight. A brief description of each course covering these skills is shown below:

Planning and Time Management – Course Duration: 34 mins 16 secs

This course explains that the main purpose behind planning and managing your time in a sales role (or when selling in a different role) is to ensure you use your time wisely and maximise your revenue generating activities. The course shows you how to recognise and avoid activities that may appear important, so that you can easily differentiate where to spend your precious time. We also provide tips that professional project managers use; to help you manage multiple sales at one time. See Sample Slide

The course enables you to:

  • Understand Time is your most important resource in Sales, ensuring you don’t pay a price later
  • Avoid the “activity trap”, just because you are busy doesn’t mean you’ll be successful in Sales
  • Appreciate that time you spend with people, who do not buy from you, is merely time wasted
  • Learn to structure your tasks and activities, to help you plan better and meet bigger goals
  • Understand techniques professional Project Managers use to manage concurrent activities
  • Plan meetings in detail and understand how to run agendas so that you never run out of time before you have all the information that you need from the meeting

Influencing skills – Course Duration: 30 mins 19 secs

This course considers why having the ability to influence people and events is a magical power that sales people can use to significantly increase their revenues. We’ll show you how you can make something happen without any direct or apparent effort being evident visibly. Your ability to influence people helps you to handle awkward situations with prospects and customers. We will help you appreciate that the ultimate measure of Influencing in Sales, is inspiring people to part with their money. See Sample Slide

The course enables you to:

  • Learn to see the shadow that you create, that others can see, but you often can’t see
  • Understand how people think and feel as a result of yourpresence and actions
  • Know how to gain peoples buy-in to you, your message and your products and services
  • Comprehend that Influencing is a fundamental life skill and being excellent makes selling easier
  • Learn other essential people skills needed for influencing people in sales situations
  • Understand that people are all different, quite often not equal, and you need to have well developed skills in objectivity and diplomacy in order to do your job well in Sales

Negotiating Skills – Course Duration: 37 mins 45 secs

This course looks at the seemingly complex subject of Negotiating. We show you how to structure a “win-win” scenario in your sales situations. You need to appreciate that before you enter into a deal you need to know what you must get, should get and could get from it. You also need to know at which point you must walk away from a deal and why it doesn’t work for you. Badly negotiated deals linger like bad smells and must be avoided, however well negotiated deals provide you platforms for growth. See Sample Slide

The course enables you to:

  • Understand that we learn negotiating pays dividendsfrom our earliest days when we probably said something like, “Mummy if I drink my milk, can I stay up late tonight?”
  • Learn why negotiation takes place in our lives without us even realising it is happening
  • Sharing your objectives with customers to gain their buy-in is often the quickest way to a Close
  • Overcome objections, avoid rejection and negotiate deals that work for you and your customer
  • Make buyers feel they are getting value for money and that price is a secondary consideration
  • Appreciate why, when we couple making money with negotiating, our normal levels of confidence in our own ability can give way to doubt and apprehension

Listening Skills – Course Duration: 33 mins 06 secs

This course considers how to harness your everyday listening skills so that you are able to carry out effective listening, as required by sales people. We’ll show you what happens when you are put under pressure and also provide tips and tricks on coping with stressful situations (such as negotiations) so that you don’t miss anything and your customers feel that you are paying total attention to them. We also consider tonality and how to avoid traps such as “reading between the lines”. See Sample Slide

The course enables you to:

  • Learn how to structure the six main types of questionsand listen out for key responses
  • Appreciate that listening is more structured than hearingand the difference pays dividends
  • Learn techniques used for encouraging customers to keep telling you information of value
  • Understand why your “talk speed” affects how well you understand what is being said to you
  • Learn how to manage your emotional state and what stress does to your ability to listen actively
  • Know how to read customer body language, when they are speaking to you, and how this helps you to verify the accuracy of the information you are being provided

Motivational Skills – Course Duration: 35 mins 02 secs

This course looks at the overall subject of using motivation in a sales environment. We will show you tips and tricks from leading psychologists on how to motivate your customers so that they do more of what you want them to. We also show you that in Sales, not being motivated yourself is the same as being De-motivated; something we don’t often see in ourselves however our customers do. The key to motivation is focus, this course provides the insight on how to become and stay motivated. See Sample Slide

The course enables you to:

  • Enthuse motivation into customers to make them do more of what you want them to do
  • Appreciate why your ability in motivating customersdetermines your ultimate success in Sales
  • Understand how motivation can possess you to do things other people may find insane
  • Know how to motivate yourself and rise up to meet the challenges you set yourself
  • Motivate customers into parting with their money and giving you purchase orders
  • Understand why the right motivation can even make people endure extreme pain, such as climbing mountains, ending up with little more than a photograph (as in the picture)

Using Body Language in Selling – Course Duration: 32 mins 58 secs

This course helps you understand and use body language in sales situations. We consider how and why to use body language as well as pointing out the traps such as, people catching you trying to read their body language. We help you appreciate why what you say or do is over-ruled by your Body Language. We also provide tips and tricks on how to fight the body language you encounter so that you can turn negative sales situations into positive encounters. Using body language well in Sales is critical. See Sample Slide

The course enables you to:

  • Recognise the gestures and postures customers adopt in everyday Sales situations
  • Understand why self-awareness and observation are major components of body language
  • Learn how to interpret different levels of body language and behaviour and what they mean
  • Know how to avoid customers finding out that you are trying to read their body language
  • Appreciate that your body language speaks to your customers long before your voice
  • Understand the different parts of the body used consciously, when you are aware of body language, and parts of the body used sub-consciouslywhen you may not be aware