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Course Overview

This fast-paced programme introduces professionals to the shift from transactional selling to consultative and strategic sales. Participants will learn how to uncover client needs, position unique value, and build trust for long-term growth. Frameworks such as PAIN, SPIN, and TAP-C™ will provide structured tools to engage customers, while Blue Ocean Strategy will help identify unique opportunities to differentiate from competitors.

 

Course Objectives

• Understand consultative vs transactional selling

• Apply PAIN/SPIN questioning frameworks to uncover true needs

• Use TAP-C™ to structure sales conversations and secure commitments

• Apply Blue Ocean thinking to differentiate and create value

• Strengthen negotiation, trust, and closing techniques

 

Course Outline

• Strategic vs transactional selling

• Customer needs analysis using PAIN & SPIN

• Blue Ocean Strategy in sales conversations

• TAP-C™ for communication, partnership, and accountability

• Influencing, negotiating, and closing deals

 

Target Audience

• Sales professionals, account managers, business developers

 

Methodology

• Case studies

• Consultative role-plays

• Mini sales simulations

 

Daily Agenda

• Day 1: Strategic sales foundations; PAIN & SPIN frameworks for client questioning; introducing Blue Ocean opportunities

• Day 2: Negotiation and influence; TAP-C™ sales conversations; commitment and closing

 

Conclusion

Delegates will leave with structured tools to sell consultatively, differentiate strategically, and build strong client relationships.

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The Models, and Techniques we will be using are:

• Blue Ocean Strategy  to help salespeople create uncontested space and position differently.

• PAIN model (Problems, Amplify, Implications, Need-payoff)  classic consultative sales questioning.

• SPIN model (Situation, Problem, Implication, Need-payoff)  similar but very powerful in B2B contexts.

• Challenger Sale  teaching salespeople to reframe client thinking.

• Value Proposition Canvas  for aligning offers with customer pain/gain.

• TAP-C™  to structure conversations and ensure commitment.