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Principles of Professional Selling

No matter how great your product or service is, or how talented a salesperson you are, you will not be able to close the deal if you cannot tell your clients how what you’re selling will benefit them. Through this intensive professional sales training seminar, you will learn how to gain your clients business by earning their trust. Go through the entire sales process and discover the most modern sales methods today—consultative/solutions selling. You’ll leave this professional sales training workshop better equipped to develop presentations that meet your clients real needs…create a specific sales plan to achieve your sales goals…influence the right buyers and close the sale with ease.

Seminar Number: 05520

4.8
(206 reviews)
  • In-Person
  • Live Online
  • At Your Company Location

Course Scheduling & Pricing

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About This Course

Sales is about building trust and understanding what customers actually need. This program focuses on professional selling principles that help you do both well. You'll learn to guide conversations toward outcomes that work for both sides. As one of AMA's practical sales training seminars, the course emphasizes relationship-driven approaches over transactional tactics. It's professional sales training built around structured strategies that strengthen your credibility and lead to stronger long-term client relationships.

Read the FAQs

Who Should Attend

  • Sales professionals with a minimum of one year of sales experience
  • Veterans who want to refresh their skills
  • Managers who want to learn professional sales training techniques to train salespeople

Note: This course is not for novices; see seminar # 5510 Fundamental Selling Techniques for the New or Prospective Salesperson.

  •   In-Person3 Day(s)
    1.8 CEU
  •   Live Online3 Day(s)
    1.8 CEU
 
 

No matter how great your product or service is, or how talented a salesperson you are, you will not be able to close the deal if you cannot tell your clients how what you’re selling will benefit them. Through this intensive professional sales training seminar, you will learn how to gain your clients business by earning their trust.

Go through the entire sales process and discover the most modern sales methods today—consultative/solutions selling. You’ll leave this professional sales training workshop better equipped to develop presentations that meet your clients real needs…create a specific sales plan to achieve your sales goals…influence the right buyers and close the sale with ease.

  • Develop a master plan to manage the sales process
  • Win the confidence and trust of prospects by learning as much as possible about their needs
  • Successfully sell on a consultative level, using effective interviewing techniques
  • Effectively communicate your product/service superiority
  • Build long-term sales relationships by offering solutions
  • Uncover customer resistance and overcome objections
  • Know when—and how—to close the sale
  • Productively manage your time and territory
  • Planning: using competitive analysis to gain more business
  • Matching your sales approach to the personality style of your customer
  • Becoming a problem solver: supplier-based selling vs. selling a solution
  • Developing new business while maintaining existing account
  • Managing key-account and key-prospect relationships

Special Feature

This Seminar Features Blended Learning

AMA Blended Learning combines instructor-led training with online pre- and post-seminar assessments, tune-up courses and other resources to maximize your training goals. Through a blend of proven instructor-led seminars and powerful online technology, AMA Blended Learning provides a compelling and more comprehensive experience for the learner - producing a greater return-on-investment for the employer and the seminar participant

Learning Objectives

  • Define Your Own Strengths and Areas to Improve, as Well as Create an Action Plan for Future Development
  • Develop Plans and Tools for Operating Your Business More Effectively
  • Demonstrate the Skills That Identify You as a True Sales Professional
  • Approach Your Customers and Prospects in a Consultative Manner
  • Manage Your Time and Capitalize on the Most Productive Opportunities

Professionalism

  • Set Your Learning Goals for This Class
  • Define “Professionalism”
  • Identify the Habits of Productive Salespeople

Planning

  • Define and Perform a Competitive Analysis
  • Complete an Account Profile of One of Your Best Customers
  • Identify the Key Contacts in Each of Your Accounts

Listening

  • Identify the Elements of Good Listening
  • Identify the Barriers to Effective Listening, as Well as Techniques of Attentive and Active Listening
  • Demonstrate Your Proficiency in Active, Attentive Listening

Personal Styles

  • Identify Your Own Personal Style
  • Identify the Personal Styles of Others
  • Identify an Ideal Sales Approach to Match the Personal Style of Your Customer

Becoming a Problem Solver

  • Explain the Difference Between Supplier-Based Selling and Customer Problem Solving
  • Develop a Plan for Using a Consultative Selling Approach for Your Business

The Sales Process

  • Describe the Steps of the Sales Process
  • Demonstrate the Skills Associated with Each Element of the Sales Process
  • Conduct Effective Sales Calls, from the Initial Greeting to the Final Commitment

Individual Evaluation

  • Apply the Skills Associated with Each Element of the Sales Process
  • Reinforce Your Understanding of the Sales Process By Critiquing Various Presentations
  • Improve Your Professional Selling Skills By Reviewing and Evaluating Your Own Presentation

New Business Development

  • Identify and Develop New Business Strategies for Yourself
  • Qualify a Business Opportunity to Determine Where Your Time Is Best Spent
  • Develop a Prospecting Call Strategy and Script Alternatives

Territory and Account Management

  • Differentiate Between Territory Management and Territory Coverage
  • Analyze Your Territory and Account Base and Set Goals
  • Analyze Key-Account Relationships
  • Perform an Account Penetration Analysis

Time Management

  • Develop an Objective Tracking System
  • Effectively Prioritize Your Work and Manage Your Time

Download Extended Seminar Outline PDF

View a Sample of Our Reviews

4.8

206 reviews

 
Good, informative, and interactive class. Keeping the whole class involved helped to keep it interesting.
5
Brennan P.
 
Field Sales Representative
 
Industry: Manufacturing
Conversation was excellent. Role play was totally worthwhile. Instructor was well prepared for the discussions and controlled the banter !
5
TOM T.
 
Sales Representative
 
Industry: Manufacturing
The class flowed well, the group of people in the class was diverse and good. The activities and processes we used will be very useful for me going forward.
5
Paul Z.
 
Inside Sales Engineer
 
Industry: Finance
Great class. A ton of information packed into the 3 day seminar. Very happy overall.
5
Kevin K.
 
Sales Manager
 
Industry: Manufacturing
The course leaned heavy into the psychology of making the sale, and how different types of people navigate the sales process. This is a great method to be flexible and successful.
4
Cameron R.
 
Technical Marketing Manager
 
Industry: Manufacturing

 

American Management Association is accredited by the International Accreditors for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.

In-Person Schedule

3 Sessions Available

Live Online Schedule

2 Sessions Available

  • $2,895.00 Non Members
  • $2,595.00 AMA Members
  • $2,567.00 GSA
Date Duration State City Zip
  2026-05-18 2026-05-20 May 18, 2026 - May 20, 2026 3 Days CA San Francisco 94103 San Francisco Register Now

  2026-07-08 2026-07-10 Jul 8, 2026 - Jul 10, 2026 3 Days DC Arlington/Washington 22202-4807 Arlington/Washington Register Now

  2026-10-26 2026-10-28 Oct 26, 2026 - Oct 28, 2026 3 Days IL Chicago 60601-5927 Chicago Register Now

Frequently Asked Questions

What will I learn in this professional selling course?

This professional selling course teaches participants how to build stronger customer relationships and guide sales conversations effectively. The program focuses on understanding customer needs, building trust, influencing, presenting solutions clearly and closing sales with confidence.

Who should attend this professional sales training seminar?

This sales training seminar is designed for sales professionals with at least 1 year of experience, account managers, sales managers who want to train salespeople, and business development professionals who want to strengthen their selling approach. It is especially helpful for individuals responsible for managing client relationships and growing revenue.

How does professional sales training improve sales performance?

Effective selling requires understanding the customer’s needs and presenting solutions that create value. This professional sales training helps participants develop a structured sales approach that builds trust, strengthens communication and improves results.

What are the key principles of professional selling?

Professional selling focuses on identifying customer challenges, asking thoughtful questions and connecting solutions to business needs. This program helps participants apply these professional selling principles so they can create stronger client relationships and achieve better sales outcomes.

How is this program different from other sales training programs?

Many sales training programs focus primarily on techniques for closing deals. This course focuses on the broader principles of professional selling, including relationship building, understanding customer needs and delivering long-term value.

I’m experienced in sales. Will this professional selling training still be useful?

Yes. Even experienced sales professionals benefit from refining their sales process and communication approach. This professional selling training helps participants strengthen their sales strategy, reach sales goals and improve how they engage with customers.
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