This course explores the full customer‑relationship journey, blending practical tools with established sales and behavioural theory to help delegates build confidence and capability.

1. Understanding Yourself

Delegates will examine their communication style, motivations, and current approach to customer interactions. 

2. Understanding the Customer

A deep dive into customer types, expectations, value perceptions, and the difference between needs, wants, and pain points. 

3. Building Strong Relationships

Focus on the foundations of trust and rapport through active listening, empathy, reliability, and personalisation. 

4. Growing Relationships

How to maintain and strengthen customer relationships through consistent communication, proactive value‑adding, and meaningful follow‑through. 

5. Selling with Confidence

Reframing selling as an extension of good service. Delegates will explore how to reduce customer risk, position solutions effectively, and overcome discomfort with selling. 

6. The Sales Stages

A practical framework covering: 

Getting Attention - Building Interest - Establishing the Need - Taking Positive Action