The sales cycle: overview of the phases of a sales interview. Understanding the links between each of the phasesIntroduction to the Business Case (sales of fuels to a transport company)
The preparation phase of the sales interview: how to prepare yourself for the process
The contact phase of the sales interview: introduce yourself and define the scope of the interview. Theory and practical examples
The discovery Phase of the sales interview why it is important to discover, how to ask questions (the types of questions) and what it is important to discover (the motivations). Theory and practical examples.

Group exercise: practice of the preparation, contact and discovery phases simulating a sales interview based on the Business Case
Preparing a proposal to the customer: the elements to be considered and the contractual drafting

Convincing the customer about the proposal. How to effectively introduce the proposal and how to deal with the objections of the customer. Theory and practical examples
Group exercise: practice of the argumentation and dealing with the objections phases based on the Business Case

The basics of the negotiation. Why negotiation is a separate phase
How to prepare for a negotiation (the concepts of first offer and rock-bottom)
How to find an agreement using the concession/ counterpart techniques
Group exercise: practice of the negotiation based on the Business Case


english and french

Audience type

Bachelor/Master degree students in the fields of Economics and BusinessStudents in Technical fields preparing for a career with customer’s relationsGroups of 1/15 participants

Planned duration

4 half Days (3h3 per Day)Possibility of adding an additional Half Day to deal with the fundamentals of Negotiation

Support material

Selection of relevant slides




Understanding that selling is a technique requiring knowledge and practiceHave an overview on the sales process and on the methods for each phasesPracticing on a business case: selling motor fuels to a transport company

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