Sussex Chamber Sales Academy
Core Sales Skills
Start Date: 28 September 2026
Duration: 6 Weeks
Format: Blended Learning Programme
Course Overview
Buying practices within the organisations you sell to are constantly evolving, meaning sales professionals must adapt to the realities of the modern buyer's world.
Business-to-business purchasing decisions have become increasingly complex, with buyers often navigating multiple stakeholders, competing priorities and an overwhelming amount of information. As a result, every interaction with a prospective customer needs to deliver genuine value.
Research shows that buyers spend only a limited amount of their time engaging directly with salespeople, making every sales meeting, conversation and follow-up even more important.
The Sussex Chamber Sales Academy: Core Sales Skills programme is designed to help sales professionals maximise every customer interaction. Through a combination of self-managed learning, virtual workshops and practical application, participants will explore proven sales techniques that help build stronger relationships, uncover customer needs and accelerate buying decisions.
Delegates will gain practical skills that can be applied immediately, helping them plan more effectively, ask better questions, manage objections confidently and gain meaningful commitments from buyers.
By the end of the programme, participants will understand the five key actions that consistently lead to more successful sales conversations and improved sales performance.
Programme Schedule
28 September 2026
Online Self-Managed Learning
Explore the modern buyer's world, understand changing buying behaviours and identify the challenges facing today's customers.
5 October 2026
Self-Managed Learning
Develop your understanding of effective sales conversations, buyer needs and opportunities to add value throughout the sales process.
12 October 2026
Virtual Classroom 1
Learn how to plan and conduct effective sales meetings, engage buyers from the outset and use high-value questioning techniques.
26 October 2026
Practice & Application
Put your learning into practice through real customer interactions and workplace application.
2 November 2026
Practice & Application
Continue applying techniques with customers and prospects, building confidence and refining your approach.
9 November 2026
Virtual Classroom 2
Develop advanced techniques for managing buyer concerns, gaining commitment, creating momentum and following up effectively.
Overall Aim
To explore the sales meeting skills required to succeed in today's B2B sales environment and help buyers achieve their objectives through valuable, effective sales interactions.
Learning Objectives
By attending this programme, participants will:
- Understand why modern B2B buying has become more challenging.
- Recognise how sales professionals can help buyers achieve their goals.
- Learn how to prepare for successful sales meetings.
- Open meetings in a way that engages potential buyers.
- Conduct meetings that create value for both the buyer and the salesperson.
- Use questioning techniques to uncover needs, motivations and opportunities.
- Manage buyer objections and concerns confidently.
- Gain meaningful commitment and agreement on next steps.
- Develop a structured approach to effective follow-up.
Course Content
The New Buyer's World
- Understanding today's B2B buying challenges
- How buying behaviour has changed
- Implications for sales professionals
Why Buyers Still Need Salespeople
- Creating value throughout the buying journey
- Becoming a trusted advisor
- Helping customers make informed decisions
Preparing for Success
- Planning for different types of sales meetings
- Research and preparation techniques
- Establishing clear meeting objectives
Starting Meetings with Impact
- Building rapport quickly
- Creating positive first impressions
- Engaging buyers from the beginning
High-Value Questioning Skills
- Understanding buyer roles and motivations
- Using effective questioning techniques
- Identifying opportunities and challenges
Managing Buyer Concerns
- Handling objections professionally
- Building confidence and trust
- Addressing risks and uncertainties
Gaining Commitment
- Securing meaningful next steps
- Moving opportunities forward
- Building momentum in the sales process
The Power of Effective Follow-Up
- Maintaining engagement after meetings
- Reinforcing value
- Increasing the likelihood of successful outcomes
Who Should Attend?
This programme is ideal for:
- Sales Professionals
- Account Managers
- Business Development Professionals
- Customer Relationship Managers
- Sales Team Leaders
- New Salespeople looking to develop strong foundations
- Experienced sales professionals seeking to refresh and enhance their skills
Why Attend?
Success in today's sales environment requires more than product knowledge and enthusiasm. It requires the ability to understand buyers, create value and conduct meaningful conversations that build trust and drive action.
The Sussex Chamber Sales Academy: Core Sales Skills will provide practical tools, proven techniques and a structured framework that will help participants improve the quality of their sales conversations and increase their success with customers and prospects.
Make every sales meeting count and build the skills needed for long-term sales success.
Meet the Trainer!
