Sell Smarter with Customer-Driven Strategies

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Course Overview

This practical sales course empowers participants with proven techniques to close sales confidently and effectively. Learners will explore what drives customer behaviour, how to align product recommendations with motivations, and how to overcome objections using persuasive communication strategies. 

The course also equips participants with essential skills to manage point-of-sale transactions and sales-related documentation accurately. Designed for both new and experienced retail or B2C sales professionals, this programme offers a structured path to mastering the ABCs of selling—Always Be Closing.

Target Audience

This course is suitable for Retail and B2C Sales Professionals, Customer-Facing Staff, Store Managers, Entrepreneurs, and Individuals seeking to build confidence in selling, objection handling, and closing techniques.

Course Highlights

In this The ABC of Sales – Sell Anything to Anyone course, trainees will learn:

  • How to interpret customer motivations, behaviours, and buying cues to guide sales interactions
  • Position products effectively by aligning recommendations with customer needs and competitor differentiation
  • Apply persuasive communication strategies to handle objections with confidence
  • How to recognise buying signals and apply appropriate sales closing techniques
  • Demonstrate flexibility by adapting closure styles to match different customer behaviours
  • Manage point-of-sale transactions, including cash and cashless payments, with accuracy
  • How to complete sales documentation and end-of-day processing according to organisational procedures
  • Build confidence in face-to-face selling through role plays, case studies, and hands-on practice

Course Objectives

  •   Interpret customer motivations and behaviours to guide sales interactions
  •   Recommend products based on observed buyer cues and positioning techniques
  •   Apply appropriate closing techniques in response to buying signals
  •   Manage payment handling and complete end-of-day sales documentation according to organisational procedures

Certification

Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the The ABC of Sales – Sell Anything to Anyone course assessment and achieved at least 75% attendance.

 

Course Outline

Instructor-Led | Mode of Delivery (Lecture & Illustration, Role Play, Case Study, Group Discussion)

Learning Outcome: Apply knowledge of customer motivations, behaviours, and demographics to interpret buying cues and recommend tailored sales approaches.

  •   Describe types of customer buying motivations, including functional and emotional
  •   Identify a range of common buyer motives in retail sales
  •   Analyse customer demographics, lifestyles, and purchasing power to anticipate needs
  •   Interpret customer behaviours and cues to assess interest and likelihood to buy
  •   Evaluate whether customer reactions and behaviours align with intended sales approach

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application)

Learning Outcome: Apply strategies to guide customer attention toward specific merchandise, recommend suitable products based on observed motivations, and respond to objections using competitor knowledge and product value.

  •   Use strategies to focus customer attention on specific merchandise
  •   Recommend products that align with customer motivations and behaviours
  •   Differentiate your product from key competitors and their offerings
  •   Reinforce product value and relevance when responding to objections

Instructor-Led | Mode of Delivery (Lecture & Illustration, Role Play, Peer Feedback)

Learning Outcome: Demonstrate appropriate closing techniques by recognising buying signals and adapting approach to customer behaviours.

  •   Identify buying signals and apply appropriate sales closing techniques
  •   Adjust closure style to match observed customer behaviours

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration, Hands-On Practice)

Learning Outcome: Apply organisational procedures to manage payment handling, sales documentation, and end-of-day transaction processes.

  •   Prepare collection of cash and manage cash change during transaction
  •   Maintain and manage cash float and change supplies for daily operations
  •   Handle cashless transaction processes confidently and accurately
  •   Complete required documentation for reporting of cash collection and discrepancies
  •   Ensure compliance with organisational procedures during sales closure and end-of-day processing

Course Fees

Course Fee:
S$500.00 (inclusive of 9% GST)

Frequently Asked Questions (FAQs)

This course is designed for retail and B2C sales professionals, customer-facing staff, and individuals who want to enhance their sales confidence and closing techniques.

No prior experience is required. The course is suitable for beginners as well as experienced salespeople seeking to refine their techniques.

Yes. The course covers objection-handling strategies and persuasive communication techniques to build customer trust and close sales effectively.

Absolutely. The course includes role plays, case studies, and practical exercises to help learners apply sales techniques in real-world scenarios.

It focuses on retail and B2C sales, teaching techniques that can be applied across various industries and product types.

Yes. The course includes training on managing POS transactions, handling payments, and completing end-of-day reports accurately.

The ABC of Sales – Sell Anything to Anyone Course

Sell Smarter with Customer-Driven Strategies

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