3-Hour Intro to The ABC of Sales Workshop

Participants will acquire a concise, practical grasp of (a) customer motivations and buying cues, (b) one reproducible product-positioning approach, and (c) one closing technique and will apply these in a short, facilitator-led role-play with peer feedback.

Why Attend This Workshop?

Learn how to recognise what truly drives buying decisions and apply simple, repeatable sales techniques to communicate value and close conversations with confidence.

✔ Understand key buyer motivations and buying cues that influence purchasing decisions
✔ Practise a clear, 3-line product positioning approach that aligns products to customer needs
✔ Learn and apply one practical closing technique to handle common objections
✔ Take part in guided role-plays and peer feedback to sharpen real-world sales conversations
✔ Preview the frameworks and techniques covered in the full The ABC of Sales – Sell Anything to Anyone programme

Learning Outcomes

By the end of this 3-hour workshop, participants will be able to:

1. Describe two main buyer motivations (functional vs emotional) and identify at least two observable buying cues in a short customer interaction.
2. Use a simple product-positioning script (3 lines) to align a product to a customer motive.
3. Use one closing technique (assumptive or alternative-choice) in a 2-minute sales role-play and respond to one common objection.
4. Receive and use structured peer feedback to improve one specific behaviour (tone, question, or closing language).

Workshop Outline

This 3-hour session is designed to give you a practical introduction to effective sales conversations. You’ll explore how to identify buyer motivations and buying cues, apply a simple product-positioning script, handle common objections with confidence, and recognise closing signals to move conversations toward a decision.

• Module 1 – Buyer motivations & cues
• Module 2 – Positioning & short script
• Module 3 – Objection handling
• Module 4 – Consolidation & closing signals cheat-sheet

Workshop Highlights

This session gives you a foundational, hands-on experience of what effective sales conversations look like, from understanding buyer intent to confidently moving towards a close.

✔ Learn how to identify buyer motivations and observable buying cues in real conversations
✔ Practise a simple, repeatable product-positioning script that aligns value to customer needs
✔ Explore practical techniques for handling common objections such as price and hesitation
✔ Take part in guided role-plays with structured peer feedback to build confidence and clarity
✔ Gain a clear, step-by-step view of how to recognise closing signals and apply basic closing techniques

Who Should Attend

This workshop is ideal for sales professionals, business owners, marketers, and anyone involved in customer-facing roles who want to improve how they communicate value and close conversations. Whether you’re new to sales or looking to sharpen your fundamentals, this session provides practical, hands-on exposure to core sales skills.

Instructor