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Basic Sales Training
For Sales People New to Sales or the Industry


We have designed a three-day sales program that addresses the specific needs of the Aggregate and Concrete Industries. This program is a combination of the Basic Sales Course and the Advanced Sales Course that was sponsored by the National Sand Stone and Gravel Association and presented by Jim Sisson of Vantage Associates. The program has been updated and compressed into an intensive three days of highly interactive instruction.

We will use group discussions, breakout sessions, case studies and video role play to encourage participation and promote learning.

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Basic Sales Training Topics
Fundamentals of Sales
  • Changes expected over the next decade
  • Changes will create challenges for sales
  • Professionalism
  • Characteristics of successful sales people
Technology and Social Media
  • Changing customer expectations
  • How to best use today's communication technologies
  • When does technology inhibit communication
Total Product Concept
  • Sell more than the commodity
  • Product and company differentiation through service and support
Translating Features to Value
  • Understand how product and service features have specific value to the customer
  • Learn how to identify which features are important to particular projects or types of customers
  • Learn how to communicate to the customer how these features add value to their organization
  • Understanding benefits relative to substitute products
Strategic Selling
  • Define the characteristics of your best customers
  • Analyze your customer base according to these characteristics
  • Use this analysis to develop strategies for improving overall profitability of the customers you serve
  • Understand the five building blocks for strategic selling
Improving Sales Communications
  • The key to better communications is listening
  • Prepare for the call by identifying important questions to ask the customer
  • Identify what needs to be communicated to the customer
Customer Satisfaction
  • The importance of service
  • Ten keys to sustainable customer satisfaction
What Participants will Learn
  • What are the challenges to being a better sales person?
  • Other than price, why do customers buy from you?
  • What are the characteristics of your best customers?
  • What do you do to prepare for an important sales call?
  • What can the sales person do to improve prices?
  • What are the qualities of the best communicators?
  • What are the greatest challenges to satisfying your customers?

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