Abandon rigid sales rules in favor of an agile approach backed by AI
5 class days
Location:
Warsaw
Win customer hearts and better results with consultative selling
Today's customer is more demanding than ever - he researches the market on his own, compares offers and avoids talking to salespeople who don't bring real value. This does not mean that he no longer needs a trusted advisor in the buying process. Become one and you will succeed!
Our program teaches consultative selling using AI tools and the latest methods from global experts. At its core is the ability to recognize the customer's decision-making context and then choose the right sales approach. Today, only those salespeople who understand the customer's situation, adapt their conversational style to the customer's level of readiness, and build trust instead of pushing solutions are winning.
Are you interested in conducting Next Generation Consultative Selling training for your company, in a version tailored to its needs and market situation?
Let's talk about developing your business
A universal sales method does not exist!
Customers have different willingness to buy and awareness of the problem and its solutions. Decision-making is different in a large corporation, where we have many decision-makers, than in a family business. Dr. Michelle Vazzana distinguishes 4 main customer decision-making contexts. Being able to recognize them is your key to success!
The customer knows what he wants. What matters is price, time, ease of purchase. Simplify and automate processes.
The customer compares offers and knows the alternatives. You need to stand out from the competition ("why us and not them").
The customer has unclear needs or doesn't fully understand the problem. Help him understand the challenge and see the value of change.
The customer is not ready to make a decision, there is a lack of clarity, high risk, uncertainty. The vendor is a co-creator of the solution.
Strongly practical program based on proven tools
We developed the program according to an evidence-based approach, which means that we only impart methods and tools with proven effectiveness. In the program, we give you ready-made conversation models, checklists, scripts and action strategies. All to give your salespeople an edge where others lose margin or credibility.
We provide ready-to-use tools that you can put into practice right away, such as:
What effects you will notice after completing the program
Find out why you should participate in the program and how it will increase the effectiveness of your sales efforts.
Benefits for the participant
- You will learn a new model of consultative selling and learn to recognize the customer's situation, which allows you to choose the right conversation strategy.
- You will gain competence in AI-Augmented Selling, i.e., using AI for research, personalization, question building and automation.
- You will receive a set of practical tools: checklists, scripts, matrices and ready-to-use conversation models that increase efficiency in daily work.
- You gain confidence in challenging conversations and negotiations with key customers, which will allow you to finalize more deals.
Benefits for the organization
- Shorten the sales cycle by analyzing the customer's buying process, which will result in faster closing of deals.
- Scalable development system. Standardized tools and processes facilitate rapid deployment of new salespeople and ensure consistent service levels across the organization.
- Improved profitability through margin defense. Salespeople are able to sell based on value instead of discount, which directly increases profit.
- Sustainable competitive advantage. Flexible, contextual selling allows you to stand out in situations where competitors offer similar products.
Benefits for the team
- Increased team effectiveness and higher lead conversion through the use of new tools and implementation of AI for salespeople.
- Consistent sales activities and processes, facilitating practices that work best for the customer.
- Shift from reactive to proactive mode. Instead of putting out fires, the team focuses on building customer value and long-term relationships.
- More effective use of AI in the funnel. Automating research, scoring and follow-ups shortens the sales cycle and relieves salespeople of operational tasks.
For whom is ICAN's Next Generation Consulting Sales training course
The training includes people from different industries, but with similar challenges as you. It's a great opportunity to share experiences!
Reserve a seat
B2B sales directors and managers looking to boost their departments' performance
Key account managers looking to build lasting relationships with customers
Consulting vendors and consultants looking to improve their effectiveness
Experts to develop strategic and negotiation competencies
Explore the training program and see what you will learn
The program consists of 3 thematic blocks, which are divided into 10 modules. The classes will provide you with tools ready for immediate implementation - even the next day!Kick Off Session
This session introduces the program's topics and provides organizational information. During it you will discover what the sales revolution is all about and whether we are facing the death of transactional selling. You'll learn how clients buy today and why the consultative sales model must adapt to the client's context. We'll also discuss situational flexibility as the new metacompetence of the consultative salesperson - that's the key skill we'll be developing in the program. We will also introduce participants to AI in sales and marketing.
Foundations of effective consultative selling
We will discuss how the modern customer decision-making process works and the difference between product and consultative selling. You'll learn why building trust, influence and value are pillars of salesperson effectiveness. Then we will introduce you to the model of the three roles of an advisor (Expert, Trusted Partner, Co-Decision Maker) and show you how to conduct a productive business dialogue, i.e. a balance between questions and convincing the customer to decide and buy. Important here is the issue of the role of the value message in the image of the advisor, which we will discuss, and then teach you how to create such messages in practice.
Tools and methods used in the course:
- Self-analysis of sales style (product vs consulting
- RDS matrix for evaluating and creating a value message
- Insight-Trust-Influence matrix for customer relationship analysis
- Checklist "Salesman as advisor": self-assessment of advisory competence
- Simulation of a sales dialogue: working in pairs
Four customer decision-making contexts vs. flexible consultative selling
You will learn about the four main types of customer buying decisions and their importance: simple, comparative, complex, transformational. You will discuss what factors shape the context of the decision, including awareness of the problem, the competitive landscape, the customer's decision dynamics, the buying process, and the definition of the solution. You will learn how to recognize these contexts and match them with the most effective sales style - how to talk to the customer, what arguments will be most persuasive, and how to overcome barriers to decision-making.
Tools and methods used in the course:
- Matrix of four decision-making contexts (customer situation recognition)
- Case study mini - customer context analysis
- Customer Context Diagnosis Sheet
- Simulation of a conversation with a customer from a complex context
- List of helpful questions and phrases when talking to a customer
- Decision minimatrix to assess customer awareness of the problem
How to sell in simple (Simple) and competitive (Comparative) contexts
You will learn about the characteristics of purchasing decisions in a simple and comparative context. What does the customer expect? What is his readiness for the decision? What role does the salesperson play here and what should he do? You will learn the principles of selling in both contexts and practical tips on how to position your offer to differentiate yourself from the competition, assess whether there is potential for further sales, and how to prepare an effective sales pitch. We will also discuss the practical application of April Dunford's positioning methodology.
Tools and methods used in the course:
- Case study mini: how to build advisory value and recognize signals of broader needs
- Designing a sales pitch (90-second message) - group test, feedback
- Sales message template in a comparative context
- Simple + Comparative Case Analysis Worksheet: Examples of Real Customers
- April Dunford method bid positioning workshop
- The "feature - advantage - customer value" matrix.
How to sell in complex (Complex) and transformational (Transformational) contexts
We'll start the session by discussing how the complex context differs from the transformational context, and how this affects the sales process. You will learn how to create value in the sales process itself, before the customer buys anything, and how to identify hidden problems and show new business opportunities. You'll examine the role of the salesperson as an "opportunity broker" and learn how to identify what blocks the customer from making a decision and then break down the barriers. You will also learn how to act as a change agent and build trust in risky or strategically disruptive situations for the customer.
Tools and methods used in the course:
- Case study mini: how to lead a conversation to discover a customer's hidden needs
- Value Proposition vs Value Hypothesis matrix (by Thull)
- Structure of the diagnostic interview in Thull's model: a set of steps
- Comparison of approaches: Challenger vs. Thull - which to use in a given situation
- Customer inertia map: identifying decision-making resistance and overcoming it
- Change and risk minimization plan template: presentation of a safe path for transformation
AI-supported consulting vendor
In this session, you will learn how the role of an advisory salesperson is changing in the AI era - from expert to guide in complex purchasing decisions. We will discuss the main areas of application of AI in the work of the consultative salesperson, and what remains the domain of humans. You will develop three key competencies for the salesperson of the future: perceptual sales intelligence, exploratory decision intelligence, relational influence intelligence. You will examine what tasks AI can support at different stages of the sales process and how to use it in different customer decision-making contexts. You will learn the "AI-Augmented Sales Consultant" model - a structure of three competency areas (AI, human competence, consultant values), which you will implement in your organization.
Tools and methods used in the course:
- AI-Augmented Sales Consultant model (3 areas).
- AI opportunity map: identifying potential AI applications
- AI-augmented meeting simulation: preparing for a conversation with a customer
- Table of AI applications in 4 customer decision-making contexts
- Checklist "Am I ready for AI in sales?" (self-diagnosis)
- AI vs. Human Value matrix: what to automate, and where the human factor is important
AI tools in consulting sales practice - overview and application
An expert will present with a discussion the categories of AI tools supporting consultative sales and how they differ (analytical, generative, automation). You will learn how to select AI tools for the stage of the sales process and what to pay attention to during the selection, such as quality of input data, integration with CRM or information security. You will learn examples of specific tools (commercial and open source) that can increase the efficiency and quality of a salesperson's work. You will find out how to develop the habit of working with AI - micro changes that have a big effect.
Tools and methods used in the course:
- AI tools map for consultative sales - categories
- Work on your own sales case with the AI tool of your choice
- "My AI-Toolbox" workshop: creating your own toolbox
- Benchmarking session: team sharing of experiences and recommendations
- AI tool evaluation sheet (Usability/Intuitiveness/Risks/Value Added)
- "AI in my sales process" template: assigning tools to stages
Psychology and credibility in consultative selling
Tools and methods used in the course:
- Test of own cognitive and communication styles
- Exercise "Persuasive language vs. unreliable language"
- Cognitive influence map in sales pitch: designing a persuasive message
- Advisor credibility card: self-diagnosis of client perceptions
- Checklist of cognitive errors in consultative selling
Working through the sales funnel and managing stakeholder dynamics
You will learn how funnel management differs in simple, complex and transformational contexts. You will learn to recognize when you are stuck in the middle of the funnel, and what to do in such a situation. You will gain knowledge of typical psychological and political barriers to customer decision-making. You will learn how to map the stakeholders in the process: decision makers, allies, opponents and neutrals and then move through the funnel with each individual, taking into account differences in language and value proposition. We'll also discuss so-called value killers, sleepers and winners and recommended tactical actions around them.
Tools and methods used in the course:
- Work on a real case: mapping stakeholders and their goals
- Analysis of cases of stuckness in the funnel - recognizing and breaking down barriers
- Simulation of a meeting with a resistant but influential stakeholder
- Map of stakeholders and levels of influence
- Value Killers / Winners / Sleepers Matrix.
- Charter of decision-making risks and strategies for their mitigation
- Checklist of decision activators in the middle phase of the funnel
Principles of sales negotiations - from preparation to strategies
In this session, you will learn how negotiations in consultative sales differ from classic transactional negotiations. We will go through basic negotiation concepts (BATNA, ZOPA, anchoring, argument preparation), and then practice negotiating as a team or individual representative against a group of decision makers. You'll learn how not to lose trust and rapport during negotiations - the role of authenticity, precision and awareness of conversational tone. You'll also find out why negotiations start earlier than you think - and continue throughout the sales process.
Tools and methods used in the course:
- Scenario: negotiation of a salesman in front of several stakeholders
- Team simulation - division of roles and negotiation strategies
- Analysis of negotiation mistakes - what reduces value in sales
- BATNA/ZOPA matrix + map of negotiation risks
- Consultative negotiation preparation template (different contexts)
- Charter of advisory value and ways to defend it in negotiations
- B2B sales team negotiation checklist
Contextual negotiation and deal finalization
We'll start the session by discussing how the client's different decision-making contexts affect how the final phase of conversations is conducted. You will then learn how to recognize the customer's readiness for a decision (verbal and non-verbal signals) and how to guide the customer through the "decision moment" without pressure or loss of comfort. You will also get negotiation summary techniques that will allow you to close the sale without closing the relationship - finalizing the deal as the beginning of cooperation. You will learn how to prepare closing scenarios - onboarding, contracting, handing over to the team.
Tools and methods used in the course:
- Case analysis: no decision despite apparent readiness - what went wrong?
- Exercise "language of comfort vs. language of pressure" - finalizing conversation style
- Onboarding plan template after the deal is finalized
- Working with an onboarding plan - what it should include
- Checklist of customer decision readiness
- Finalization matrix: consent / conditional consent / no decision
- Finalization language card - words that reassure, reinforce and encourage
Download the free brochure and check out the detailed training program.
Meet our experts
They - recognized practitioners, researchers and leaders - will work with you during the training.
Karolina Sliwinska
Psychologist/Trainer and Sales Practitioner
Renata Kozlowska
Practice manager with 25 years of experience
Dominik Skowronski
Expert on building a business in the age of collaboration with artificial intelligence
Dr. Witold Jankowski
President of ICAN Institute
Your acquired competence is confirmed by the ICAN Institute certificate
Each participant in ICAN Institute's development program will receive a prestigious certificate. This is a document that is valued in the labor market and is desirable for both recruitment processes and internal succession plans.
Location of ICAN's Next Generation Consulting Sales Training.
The training takes place in Warsaw at the headquarters of ICAN Institute. It is a convenient, well-connected location right next to the Wilanowska Metro station. As a result, you will have no problem getting there.
The training consists of 5 class days. You will plan in advance to attend the classes or take the opportunity to make up a given session at another time. Check the training schedule and find out when the next group starts.
Business club for graduates
After completing the training, you can join the Alumni Club. Our community brings together leaders, managers, CEOs and directors from all over Poland. This is an elite group of people who focus on development, exchange of ideas and mutual support. This is where true friendships, business partnerships and mentoring are formed. See the value of being with us!
Want to know even more?
Do you have questions? Get a free consultation with an expert. We will discuss your development needs and help you decide whether to participate in the program.
