In-House Sales Training

Give your sales team the skills they need to succeed.

The Single Sales Principle® is our flagship in-house sales training programme. It received the BESMA Award for “Sales Development Programme of the Year” and is accredited by the Institute of Sales & Marketing Management (ISMM).

In-house sales training introduction

Our award-winning sales development programme is based on “The Single Sales Principle and the 8 Myths of Selling” book by Lammore Consulting Director, Mark Blackmore.

The book asserts that ‘sales’ follows a simple formula: no matter which way you look at it, it always comes back to a single, fundamental principle: the Single Sales Principle®, which states that ‘people buy when a compelling need is matched with a credible solution that offers perceived value’.

Our in-house sales training programme helps you to understand the reasons why people buy, and exposes many sales myths. We also introduce you to the “DECIDE” sales process, a methodology designed specifically to achieve and maintain the highest level of results.

What’s included in the course?

  • By running a series of pre-training scoping sessions with key stake-holders we ensure that the content is tailored to your sector and internal working processes
  • Click on the button below to view how a typical four day sales development programme can be structured.

Click here to view a typical structure for a 4 day course

DAY 1

What is The Single Sales Principle® and what are its uses

  • The psychology of consultative-based selling
  • Questioning and listening skills to draw out Compelling Needs
  • “Pitching” skills to deliver Credible Solutions
  • Negotiation and closing skills to ensure Perceived Value.

The ‘DECIDE®’ Sales Process

The Single Sales Principle®  (SSP) is based upon the six steps of the DECIDE® sales process. Each step is designed to help you make the right decisions through understanding the potential benefits to customers, asking enlightening questions, and selling with ‘sizzle’.

Decide® Part 1: Define Value Proposition

The first part of the sales process occurs prior to meeting the customer. Its purpose is to define your value proposition, specifically for the client you are about to meet/call.

  • Managing your own state
  • Understanding your proposition
  • Linking features and advantages to benefits.

Decide® Part 2: Establish Credibility

Engaging with the prospect is vital to gaining their attention and interest. This is achieved by establishing your credibility early on in the sales call.

  • Building rapport
  • Creating confidence
  • Engaging and exciting the client.

DAY 2

Decide® Part 3: Confirm Opportunity

To make a recommendation there is certain information that must be obtained from the customer. A Single Principled Salesperson will establish the size of the opportunity ensuring that they maximise their sales time.

  • Questioning skills to extract essential information
  • Listening skills to develop great understanding.

Decide® Part 3 Identify (Continued) Compelling Needs

Needs must be identified prior to presenting the proposition. Single Principled Salespeople also test the importance of the need, identifying whether the need will motivate the buyer into action.

  • Asking open questions
  • Probing through Socratic Questioning techniques
  • Testing buyer motivation.

Decide® Part 4: Demonstrate Proposition

The proposition is demonstrated by matching the credible solution to the customer’s compelling needs in a dynamic way.

  • Using “sizzle selling” techniques
  • Focusing on buyer benefits.

Decide® Part 5: Ensure Value Perception

The deal is closed when the customer appreciates the perceived value of the proposition. This occurs when the price is in line with the solution match (compelling need/credible solution). If the Single Sales Principle® has been achieved this should be simple as the customer is now ready to buy.

  • Negotiation
  • Objection handling
  • Using “Value Tools” to strengthen value perception.

DAY 3

Decide® Part 4: Demonstrate Proposition

The proposition is demonstrated by matching the credible solution to the customer’s compelling needs in a dynamic way.

  • Using “sizzle selling” techniques
  • Focusing on buyer benefits.

Decide® Part 5: Ensure Value Perception

The deal is closed when the customer appreciates the perceived value of the proposition. This occurs when the price is in line with the solution match (compelling need/credible solution). If the Single Sales Principle® has been achieved this should be simple as the customer is now ready to buy.

  • Negotiation
  • Objection handling
  • Using “Value Tools” to strengthen value perception.

DAY 4

Knowledge Test and Role Play Assessment

The Single Sales Principle® takes learners through a series multiple choice knowledge tests (with an 80% pass mark) plus a one-on-one role play assessment with a tutor to ensure that they have fully understood the course and feel confident implementing the skills they have learnt.

Upon successful completion of the course learners will receive a Certificate accredited by the Institute of Sales and Marketing Management (ISMM).

ISMM Endorsed programme

Because the course is endorsed by the Institute of Sales and Marketing Management (ISMM) delegates receive a certificate upon successful completion.

Award-winning

The Single Sales Principle® received the BESMA Award for “Sales Development Programme of the Year”.

One day skill-specific courses

The full Single Sales Principle® programme covers a wide variety of sales skills however a four day course doesn’t suit everyone’s needs. We’ve therefore broken the programme into parts which enables us to deliver role-specific one day courses, such as key account management and sales objection handling.

Click on the menu items on the left-hand side of this page for more details (or below if viewing on a smart phone).

Continued learning and development

Excel in sales using advanced selling techniques.

To ensure that the skills taught during your training are engrained and developed, all delegates gain access to Single Sales Principle® Membership. This is achieved using an online refresher course with tutor-led reaccreditation, sales Masterclasses and sector-specific sales coaching and support.

Membership will increase your selling potential

The purpose of membership is to further develop your selling skills to optimise your sales success.

Membership includes a wealth of sales-specific resources including weekly sales skills webcasts, quarterly sales Masterclasses that are tailored to your business and industry sector, a personal sales coach and much more.

Membership is free and open to everyone. Want to know more…

Who’s using The Single Sales Principle?

Yell

“As a result of SSP our latest campaign produced the best ever set of results in the history of Yell”.

British Telecom

“They are highly professional sales trainers, who understand how to engage, motivate and generate results…”

Hellmann Worldwide Logistics

“11/10. Absolutely fabulous. Totally engaging… Brilliant programme – I am enlightened. My performance is 158% better than last quarter since the training.”

Next steps

Tell us how we can help you

Our in-house sales training programme will give your sales team the skills they need to succeed in their roles. Please contact our team on 01423 520 814 or click on the links below to obtain more information.