Advanced Strategic Selling Skills 

Level-up with selling skills training

george james - open programmes - advanced strategic selling skills - header

george james - open programmes - advanced strategic selling skills-1


Working in a complex sales environment, where there’s multiple decision-makers, high-value buying decisions and fierce competition is commonplace in the science and technology marketplace.

Building on the skills learned in the tactical selling skills open program, our 3-day advanced strategic selling skills course combines theory and plenty of role play to empower experienced sales professionals to better navigate complex sales environments and ultimately, win more sales. 


What will you learn?


Immediately improve your ability to win complex deals by taking a deep dive into the sales process. You’ll walk away from the course feeling confident that you can:

Generate more leads by making the most of every customer interaction.

Accurately deliver sales forecasts by proactively managing the sales process.

Effectively plan and manage sales territories by using data, facts and validated information to take the right strategic decisions.

Manage complex sales through engagement with the right stakeholders, by gathering the right information and ultimately, by building a winning plan.

Negotiate effectively knowing you can spot buying signals and apply key principles to close with confidence.

And so much more...

Check out the full agenda and learning objectives below.

Program Agenda


Introduction and setting the scene 

Reviewing the purpose of the program.


The concept of our comfort zone

The necessity to move outside our comfort zone on a continuous basis.

The relationship between change and success.


Goal setting 

The importance of goal setting.

Focusing on the areas where we can obtain the greatest return.


The sales process 

Appreciating the value of a well-executed sales process.

The importance of harmonising with the customers buying process.

The characteristics of a healthy sales funnel.

Best practices in sales opportunity management.

Working effectively with a CRM.

Delivering accurate forecasts.


Networking and lead generation 

Creating a luxury of choice and achieving bookings linearity.

Key principles in customer interactions to generate leads.

Defining a lead generation plan.


Solving the time dilemma

Getting organised and setting priorities. 

Planning our time effectively.

Meeting and managing deadlines.

Effective use of email, calendar and to do lists.


Strategic sales planning 

The key principles for success.

Developing a sales plan.

Conducting a SWOT analysis.

Developing the strategy through the SOWOT tool.

The concept of the ‘ideal customer’.



Identification of key learning points from day 1 and the sales situations where they will be applied.

Structuring our sales visits

How to structure logical and professional sales visits.

Creating the right first impression.

Preparing and planning in advance.


Opening, leading and controlling discussions

Questioning and listening techniques.

A framework and structure for our conversations.

Anticipating and handling price based and non-price-based objections and concerns.


Qualifying and establishing the customers’ requirements 

The concept and management of the complex sale.

Gathering the right information at a commercial, organisational/political, competitive and scientific level.

Identification of and working with the customers buying process and decision-making process.


Understanding the key players 

Key players and their typical roles.

Identifying and approaching key players and the conversations we need to prepare for.

Understanding the different roles of key players and their motivations.

The world of purchasing.

Recruiting and working with a sponsor.


Skills practice 

Role play exercises to reinforce learning.



Identification of key learning points from day 2 and the sales situations where they will be applied.

Preparation for report back on day 3.



Individual report back exercises from day 1 and 2.

Report back on progress made by applying key learning points and agreed actions and commitments.


Value based selling approach 

Understanding the relationship between price and value.

Proving and selling our product and non-product related value.

Presenting our offer (trials, demonstrations, evaluations).

Managing the price discussion through the sales process and focussing on value.

Presenting the price.



Understanding the key principles for success.

Spotting buying signals.

Closing techniques.

The words we use.

The timing.

Role-play exercise.


Self-analysis for self-development 

Helping ourselves.

Setting goals for focussing our personal development.

Analysing performance and challenging ourselves.

Climbing the sales experience ladder.

Appointing an ‘accountability partner’.



Identification of key learning points from day 3 and the sales situations where they should be applied.

Identification of opportunities for further report back exercises in your own organisations.

Finalising your goals.

“As a new sales manager the Sales Leadership Programme was a perfect course to help guide me through the transition into this new role. The course helped me identify short and medium term actions to have impact and keep momentum.”
Education Sales Manager for Europe

When and where?


Located in the idyllic grounds of the Chesterford Research Park, the advanced strategic selling skills program runs multiple times throughout the year. We include lunch and refreshments throughout the day. 

Book now to find a time that suits your schedule.


Who should attend?


The advanced strategic selling skills program is specifically designed for any experienced professionals who play a key role in a complex selling environment – such as sales people, technical support, and application support – and are looking to develop, consolidate or refresh their skills.


Why invest in training?


The science and technology marketplace has never been so competitive and retaining and hiring talent is harder than ever before. Investing in effective training can not only help give your sales and commercial professionals the edge on your competition but also help demonstrate your commitment to your team – and therefore your ability to hire and retain top talent. 

If you still have questions, we’d love to hear from you. Get in touch and one of our team will get back to you as soon as possible. 


Meet the trainers


Jonathan Cooper


Back in 1998, Jonathan Cooper co-founded george james ltd. with business partner Neil Burns. Now, Jonathan’s primary focus is the delivery of sales and commercially focused training, leadership development and one to one coaching and mentoring programs. 


Pru Layton


Pru has dedicated over a decade to training, coaching and mentoring individuals and teams in the science and technology sector. Currently, she runs both the open programs and in-house tailored training programs as well as offers one-to-one coaching and mentoring. 


Steve Vaughan


As a senior trainer, Steve runs both the open and tailored training programs covering all aspects of sales and sales leadership. Steve also provides one-to-one coaching. 

george james Ltd. - Training Team - Pascal Le Floch-Riche

Pascal Le Floch-Riche


Pascal runs both the open programs and in-house tailored training programs while delivering complementary individual coaching and mentoring in both French and English.


Jayne Green


As a sales trainer and coach, Jayne takes a holistic approach that isn’t just about transferring knowledge but aims to foster a growth mindset and enable people to continually develop long after training has finished.


Christian Walter


Christian runs both the open program and in-house tailored training programs and delivers individual coaching and mentoring in both German and English.

Ever attended a commercial or sales training program but felt like the trainers don’t understand the nuances of your industry? Having had thriving careers in the science and technology industry, with decades in similar roles to you, as well as years of experience as successful sales coaches, you can be confident that our coaches know the ins and outs of your market.


Have a question about one of our services?


Not sold on sales training quite yet? If you want a little more information or just fancy a chat about our services, fill in the contact form or send us an email and we’ll get right back to you. 

Or sometimes it’s easier to just pick up the phone and give us a call on: +44 (0) 1697 744804


“We reached an all time high in sales margin in Q4 and that our team was nominated as a “role model” in ASP increase in the international team (EU & Asia). We increased sales margin by several percent points compared to Q4 last year.”
Director of Sales