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Classes are held multiple times throughout the year, in the idyllic grounds of the Chesterford Research Park. We include lunch and refreshments throughout the day.

They’re challenging, they’re sceptical, and with information at their fingertips, they’re more informed than ever before. Coupled with a highly competitive marketplace, where so much of the B2B buyer journey is handled without speaking to a sales rep, it can be difficult to begin navigating such a complex landscape.

Whether you’ve just entered your first sales role, you’ve started a brand new sales job or simply need a refresher, our tactical selling skills training will show you how to sell successfully in a complex marketplace and hit the ground running.

Improve your conversion rate

from leads to sales by understanding how to apply a rigorous prospecting and qualification process.

Get more face-to-face appointments

by refining your telephone skills & perfecting the art of objection handling.

Be less busy and more productive

by planning, prioritising and organising your time more effectively.

Win more sales

by understanding how best to present your offer, introduce price & handle the price objection, and ultimately close the sale..

Who is it for?

You should consider investing in the Foundational Selling Skills program if you or your team are commercial professionals involved in science and technology sales – such as sales reps, technical support and application scientists.

This program is aimed at professionals who have just entered their first sales or sales support role, started a new sales-related job, have never received any professional sales, or simply need a refresher.

If you are an experienced sales professional seeking to build upon your professional selling skills then our advanced strategic selling skills program could be right for you.

Why choose us?

Customers buy from people, not from companies. In fact, numerous studies have shown that a salesperson’s competence is the most important factor affecting the prospect’s decision to buy your products or services.

Not only will training keep your team’s sales skills and techniques sharp and up to date but it also shows your team that your invested in their development. What does this mean? More motivation, better performance, improved sales figures and higher employee retention rates!

If you’d like to talk through any of our training programs in more depth, we’d love to hear from you.

Programme Agenda

Day One
Introduction and setting the scene
- Understand: the goals of the training course
- Learn: to embrace responsibility for your personal development
- Outcome: a mindset ready to step outside your comfort zone and achieve personal growth
Why have a sales process?
- Understand: how a clear process drives consistency and excellence in sales
- Learn: the key stages of an effective sales process and the actions to manage sales opportunities
- Outcome: an ability to use the sales process to your advantage
Qualification mastery
- Understand: the importance of rigorous qualification from lead to opportunity
- Learn: Our proven tools and techniques for effective leads qualification by applying them to some of your current opportunities.
- Outcome: Confidence in focusing on the right opportunities for success
Planning and prioritising
- Understand: the value of organising your workload to optimise performance
- Learn: a customer classification framework and how to effectively use your scheduler and area coverage plan
- Outcome: enhanced productivity (work smarter not harder) and a smarter approach to territory management
Key learning points from Day 1
- Summarise the overarching principles from Day 1 and their practical applications
Day Two
Effective sales conversations
- Understand: how you can apply a framework and structure to your sales conversations
- Learn: techniques for preparation, questioning and active listening to uncover needs and secure commitment
- Outcome: Confidence in having engaging sales conversations that lead to meaningful connections
Prospecting
- Understand: why prospecting is essential to a clean and healthy sales funnel
- Learn: how to create and execute a prospecting plan using a diversity of strategies
- Outcome: the ability to create a full pipeline for sustained sales success
Telephone skills
- Understand: The phone’s role as a key tool in sales communication.
- Learn: how to get past the first NO, techniques for handling the most common objections and strategies for securing the next appointment.
- Outcome: confidence in using the phone to generate more opportunities.
Skills practice:

Solve the time dilemma
- Understand: how effective time management enhances sales performance.
- getting organised and setting priorities
- Learn: methods for prioritising tasks and utilising tools like calendars and to-do lists
- Outcome: Better organisation and the ability to meet deadlines consistently
Key learning points from Day 2
- Summarise the overarching principles from Day 2 and their practical applications
Day Three
Individual report back exercises
- Understand: the value of self-reflection to reinforce learning
- Learn: how to share progress and insights with peers and trainers
- Outcome: greater accountability and a roadmap for continued improvement
Managing the price conversation
- Understand: how pricing impacts decision-making and purchasing
- Learn: strategies for introducing pricing and handling price objections
- Outcome: Confidence in navigating price discussions with professionalism
Closing the sale
- Understand: the key principles that lead to success
- Learn: how to recognise buying signals and use effective closing techniques
- Outcome: increased ability to close deals with confidence and consistency
Making the most of exhibition attendance
- Understand: the unique opportunities that exhibitions provide
- Learn: the do’s and don’ts for maximising impact at exhibitions and follow-ups
- Outcome: stronger networking skills and better ROI from industry events
Setting your own personal development plan
- Understand: the value of continuous learning in career advancement
- Learn: how to create a tailored plan for ongoing growth
- Outcome: a clear pathway for climbing the sales experience ladder
Key learning points from Day 3
- Summarise the overarching principles from Day 3 and their practical applications
- Finalise your goals
Core skills you’ll master
- Uncovering needs
- Gaining commitment
- Prospecting
- Telephone Skills
- Time Management
- Effective territory coverage
- Sales opportunity management
- Lead conversion
- Margin management
- Closing and commitment
- Networking
This course is your blueprint for achieving consistent success in your sales career.

WINN is a flexible approach designed for sales

professionals in complex markets.

We recognise that no two industries, companies, or sales interactions are the same, but most sales training courses follow rigid methodologies - WINN doesn’t. We deliver flexible, practical strategies that evolve with each and every sales interaction and reflect the real-world challenges of complex industries.

WINN is a complete, end-to-end framework - because sales success isn’t just about closing; it’s about building lasting partnerships and ensuring longevity.

Learn From The Best

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.

“Thank you very much for all of the training sessions since August! I received a lot of great feedback from our Sales Team members about all that they have taken away from the trainings. The role playing session was extremely helpful in coaching them to use all concepts earlier training sessions to the end: qualification - NAMTCR, how to develop relationship with KOL's, facing competition, handling objections (APIAC), and making great presentations. The team very much enjoyed everything, and appreciate that you made it fun! We are all much more equipped than before!"

Larry

Associate Director of Sales

"The course last week was excellent, really really great for me just a few months into this world of sales. I have already been using some of the things you taught us and I have my first solo visit to a client next week and will definitely be starting the meeting with TRA!"

Sarah

Technical Sales Manager

"Pru's Sales Leadership Programme is insightful, well structured, and there is a story to give the real-world context for every example. You come wanting to put everything into action, but the course helps you to channel your enthusiasm and energy into some achievable short and medium-term goals. All in all, an incredibly valuable experience."

Phil

Research Sales Manager

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What You Will Learn

Who is it for?

Why choose us?

Programme Agenda

Day One

Day Two

Day Three

Learn From The Best