Sales Champions

B2B Selling in the 21st Century

B2B Selling in the 21st Century

Training Overview

Technology and the latest crisis changed forever the way customers buy complex products and solutions. However, the way salespeople sell changes much slower. Despite the billions spent on sales training, customers still meet salespeople who operate like “walking brochures”. Buyers are increasingly reluctant to seeing sales representatives as there is not enough value for them from spending their precious time in a conversation where they just listen how great the products and the company of the salesperson are. 

 „Sales Champions“ is a practical training program based on the latest discoveries and best practices in selling complex products and solutions in the 21st century. It aims at equipping the salespeople with modern and effective communication tools and practices to successfully manage and shorten the sales cycle.

Training Objectives

  • Increase personal motivation and confidence
  • Improve self-awareness on strengths and areas for development
  • Enhance strategic and entrepreneurial thinking
  • Improve selling and negotiation skills
  • Increase customer meetings effectiveness
  • Improve personal influence when working with clients
  • Enhance sales cycle management
  • Build diagnostic skills
  • Improve price negotiation skills
  • Build confidence in communicating with difficult customers
  • Build long-term customer relationship
  • Increase proactive prospecting and client acquisition
  • Enhance conflict management skills

Training Contents

  • Lessons from the latest research in B2B selling
  • Changes and tendencies in the way customers buy
  • The future of the selling profession
  • What does „selling“ mean today
  • How mental attitudes influence salespeople’s behavior?
  • Modern tools for self-motivation, confidence and stress management
  • Which sales behavior is the most successful today?
  • What makes customers loyal?
  • Where is price among the loyalty factors?
  • What differentiates us in the eyes of the customer and how to ensure those factors?
  • What are the differences between the traditional and the quality sales meeting?
  • How does the modern sales meeting look like?
  • Will your customers pay you for meeting with them?
  • “Walking brochure” vs “coach”
  • The structure and function of human brain
  • How customers make buying decisions?
  • The key mistake salespeople make in the beginning of the sales process
  • Diagnostic questioning model
  • Is it enough to ask questions?
  • What does objections mean?
  • How to react to the most common customer objections?
  • Salespeople’s perception about price
  • How to react to price objections?
  • Understanding the major reasons behind price objections
  • Leading successful price negotiations
  • Process and good practices for “selling” a meeting over the phone
  • Managing the most common objections when “selling” a meeting over the phone
  • Communicating with difficult and aggressive customers
  • Handling customer complaints
  • Reading buying signals
  • Reaching engagement at each contact with the customer
  • Satisfying the most important emotional needs of clients
  • How to ensure internal support within the customer organization?
  • How to shorten the sales cycle?
  • Business storytelling for salespeople – Selling with stories


The program is exceptionally practical – it’s entirely based on simulations, role plays, best practices, real cases from participants practice, feedback and analysis. The tools in the program are based on the latest research and best practices in sales, negotiations, persuasion, social psychology and neuroscience.

The training is interval and spread over 6 to 12 months. In the period between training days participants practice the new knowledge and skills on the job and in real customer meetings. They also work individually or in groups on specially designed exercises, assignments, self-assessments and personal challenges, which enhance their self-awareness, skill building and confidence in between the intensive training days. There are also individual or team coaching sessions with the trainers who support participants in their practice and development.

Visit Us

4, Alexander Makedonski Str., 1612 Sofia, Bulgaria