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Consultative Selling Skills

Training course in consultative selling

Learn the persuasion strategies used by top performing consultative sales people

Two-Day Course

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  • Acquire a toolkit of powerful and effective consultative sales skills
  • Understand the topics that you must cover to motivate customers to buy from you
  • Master techniques for successfully closing the sale


This programme provides an opportunity for experienced sales people to (a) refresh themselves on the basic sales skills and (b) look in-depth at some of the influencing techniques that expert sales people use to get outstanding results in the context of consultative sales. The programme is based on applying Neuro Linguistic Programming (NLP) techniques to the sales process. It covers five ‘sets’ of communication skills and uses the Boulden sales system known as the Rapport Sales Call structure™. The method places particular emphasis on identifying the factors that affect customer buying decisions and how to influence these factors favourably.

Learning objectives

By attending this highly interactive two-day course you will:

  • Gain insights into the ‘golden rules’ of consultative selling
  • Increase your ability to get to the heart of the customer’s requirements
  • Acquire methods for building rapport and generating empathy
  • Learn a powerful seven-step method for managing a face-to-face sales meeting
  • Develop methods for overcoming resistance and handling objections

Who should attend?

Sales people with more than one year’s experience who wish to develop their consultative selling skills to a more advanced level.

Day 1

The psychology of selling

The thoughts and attitudes that go on inside the sales person’s head (their state of mind) is crucial to good performance. Here we consider the positive beliefs held by expert sales people. We review the mindset that is associated with efficient and effective selling skills.

  • Examining your current beliefs
  • Reviewing expert beliefs
  • Making changes that you feel are appropriate for you

Pairs exercise: applying the ‘Affirmations’ technique

Explaining Value

One of the most vital tasks in consultative selling is to be able to explain clearly and succinctly to the customer what ‘Value Added’ the sales person is providing them with, and the benefits that they will receive if they accept the salesperson’s proposals.

  • Value propositions
  • Case studies
  • Benefits presentations

Pairs exercise: developing case studies

Influencing skills

The ability to influence and persuade is the key competency of expert sales people. Here we cover twenty influencing tools grouped into five ‘sets’ or topics. Mastery of this skills toolbox, which is based on NLP (Neuro Linguistic Programming) concepts, allows the sales professional to conduct face-to-face meetings with elegance and precision.

Creating rapport

Building a sense of trust and partnership with clients. Gaining a psychological ‘connection’ with other people.

  • Matching and leading body language
  • Matching and leading values
  • Matching and leading jargon
  • Matching and leading on sensory based language

Pairs exercise: practising the pacing and leading technique

Effective listening

Paying close attention to the prospect's non-verbal behaviour and tuning in to the underlying message that is being transmitted.

  • Notice non verbal behaviour
  • Calibration
  • Position perception

Pairs exercise: developing listening skills

Needs definition

This set of tools is concerned with asking high quality questions that map out precisely the customer or prospect’s needs and requirements.

  • The logical levels concept
  • Moving up logical levels
  • Moving down logical levels
  • Softeners

Pairs exercise: conducting logical levels interviews

Yes sets

Building a history of agreement into the conversation so that the other person gets into the habit of agreeing with you. These techniques help to generate a positive tone to the whole of the sales conversation, from the first hello to the final handshake.

  • Summarising
  • Reframing
  • Behaviour labelling
  • Conditional close

Pairs exercise: handling objections with reframing

Dealing with Resistance

Using assertive tools combined with NLP techniques to explore and overcome obstacles that may be put up by a customer when discussing a particular topic or issue.

  • Pointers
  • Truth test question
  • Feel/felt/found
  • Use of metaphor
  • Three step assertive technique

Pairs exercise: developing powerful metaphors and using the three-step technique

The Rapport Sales Call Method™

An initial overview of the Rapport Sales Call Method™ which is a highly efficient process for developing a consultative sales outlook. The method includes; identifying needs, building the motivation to act and getting a commitment to take action.

Day 2 >>

Day 2

Pre meeting Preparation and Goal Setting

Before attending a sales meeting it is important to have a clear sense of purpose in mind. For example, is the goal to identify a potential piece of new business, to be asked to prepare a proposal, or to follow up on a quote, or to formally win a contract? So, in common with many other activities, proper planning is a key competency of successful sales professionals.

  • Initial research
  • Relationship analysis
  • Goal setting and developing an agenda

Pairs exercise: relationship analysis activity

Making a connection with the prospect

Looking in-depth at the first two stages in the Rapport Sales Call Method™. This involves setting clear goals, establishing an initial connection and finding out some background information.

  • Rapport building
  • Analyse the background

Pairs exercise: understanding the sales qualification process

Identifying and developing the need

Working with logical levels diagrams to identify customer needs and then to build the prospect’s motivation to act to resolve those needs.

  • Problem identification
  • Probe for needs
  • Quantifying the financial implications of the need

Pairs exercise: developing needs

Finding the buying strategy

Identifying the sequence that the prospect uses to choose between possible providers.

  • Opening up the buying strategy

Pairs exercise: discovering buying strategies

Presenting a solution

The last two stages of the Rapport sequence cover presenting a solution to the prospect’s needs and asking for a commitment to move forward.

  • Recall (the need) and match (with solution)
  • Features, advantages and benefits chains
  • Overcoming any final resistance
  • Understanding closing techniques

Pairs exercise: developing features, advantages and benefits chains

Case studies

The use of role-plays to practise moving through all seven stages of the Rapport Sales Call Method™ in one session.

Group exercise: role-plays


Feedback is based upon peer review using a Boulden assessment checklist. Completing the assessment checklists is not only valuable to the people involved in a given case study, it also helps those completing them to gain an in-depth understanding of the building blocks that make up an excellent sales meeting.


To talk to us about our range of courses contact
Boulden Management Consultants:
via our Contact form
Tel: 0844 394 8877