Sales Fundamentals

Receive A Thorough Grounding
In The Fundamentals Of Selling

Make An Enquiry
Upcoming Dates

Sales Fundamentals

Receive A Thorough Grounding
In The Fundamentals Of Selling

Make An Enquiry
Upcoming Dates
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Sales Fundamentals

Course Aim

Our 1-Day Sales Fundamentals course is designed to enhance your sales techniques and boost your closing success.

Our course is tailored for individuals seeking to elevate their sales game – whether you’re stepping into the sales arena for the first time or looking to refine your approach without prior formal training.

The course is a formally endorsed qualification by the Institute of Sales Management (ISM), which is an industry recognised benchmark for high-quality sales training programmes.

Upon attending this course, you will receive a “Sales Skills Fundamentals” certificate from the ISM.

The course is also CPD certified, and you will receive a CPD certificate at no extra cost.


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Course Objectives

  • Learn the fundamentals of the sales process, including the steps to a sale and the significance of a sales funnel.
  • Learn how to conduct research before initiating contact and adopt a consultative selling approach.
  • Learn how to distinguish between customer needs and wants, building trust and rapport.
  • Learn how to effectively uncover customer needs through enhanced listening skills.
  • Learn the techniques for presenting your products and solutions, including understanding and leveraging features, advantages, and benefits to match customer needs.
  • Learn how to navigate objections and resistance, including immediate responses to objections, understanding their root causes, and strategies for overcoming them.
  • Learn negotiation skills and strategies for securing commitment, transitioning smoothly to gain commitment, and effectively summarising recommendations to close the sale.

Target Audience & Who Will Benefit

  • New salespeople
  • Salespeople who have had no formal training on the subject before
  • Salespeople who need a refresher and need to get “back to basics” and refocus their time and effort
  • Field salespeople
  • Business to business salespeople
  • Client relationship managers
  • Account managers
  • Business development managers
  • Commercial managers

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Course Overview


Introduction & Objectives

Understand The Sales Process

  • Learning what distinguishes exceptional sales strategies
  • Understand the steps of a sale, the critical role of a sales funnel, and the importance of research before making contact.
  • Explore consultative selling as your primary strategy for engaging prospects.

Unearthing Customer Wants & Needs

  • Learn the secrets to discerning between customer needs and wants.
  • Discover methods for crafting compelling fact-finds to unearth customer needs – utilising three levels of listening.
  • Understand how to enhance your listening skills with practical tips.

Discussing Your Products & Solutions Whilst Building The Value

  • Learn to discuss and present your products and solutions with confidence.
  • Gain expertise in conveying value, ensuring your offerings resonate deeply with your prospects.

Overcoming Objections & Resistance With Ease

  • Equip yourself with the knowledge to respond instantly and effectively to objections.
  • Understand why objections arise and learn the steps to address them confidently, including handling pricing concerns with tact.

Closing The Business & Moving The Sale Forward

  • Develop your negotiating skills to confidently transition discussions toward securing commitment.
  • Learn strategies for moving to the next stage and summarising recommendations to conclude sales conversations successfully.

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Testimonials From Our Customers

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Check out what our customers think of us.


“Was highly attentive and instilled confidence”

The course was delivered in an informal way that made all who attended feel very comfortable. The trainer was highly attentive and instilled confidence in the delegates by her “human” approach. I never felt awkward asking questions. I thoroughly enjoyed the course and hoping to go on another one soon.

“Able to help and give advice on dealing with situations”

Your trainer was excellent. He was engaging throughout the whole day and his knowledge really showed. He was able to help and give advice on dealing with different situations in my company specifically which made it very personal and I felt as though he was very passionate about delivering the course and helping us get the most out of it.

“I feel completely equipped to go back to the office”

The course and our trainer were brilliant. She made it accessible, interesting, and challenging from the start. I hadn’t expected to get so much out of the course. I feel completely equipped to go back to the office and go about selling in a reinvigorated and well educated fashion, so thank you!


Experienced Sales Trainers

Our trainers have had years of experience both as salespeople and as trainers.

Meet a few of them to give you a feel of what they’re all about.

Mark Williams

Senior Sales Trainer and Consultant

Mark has over 25 years of coaching experience and focuses on B2B sales. He has enhanced the performance of teams at Peugeot, Citroen, and Jaguar Land Rover. His targeted training drives significant business growth.

Anne-Louise Pemberton


Anne-Louise, with her ILM Level 7 in Business Coaching & Mentoring, has enhanced the sales capabilities of Tesco, Morrisons, and Ernst & Young over 20 years in the field. Her strategic training empowers sales professionals.



Bronwyn, with a decade in sales training, combines her New Insights Certified Coach expertise across finance to marketing, impacting firms like the Ministry of Commerce and CMR UK Ltd. Her dynamic approach inspires sales excellence.

Training Locations


Hilton Garden Inn


Eastern Perimeter Road
Hatton Cross, London

The Village Hotel


Dolomite Avenue

The Village Hotel


Cheadle Road
Cheadle Hulme, Cheadle

Double Tree by Hilton
Central London


60 Pentonville Road
Angel Kings Cross, London
N1 9LA

Course information


The course fees are £295 + vat.

ISM & CPD Certified

Sales Fundamentals is a formally endorsed qualification by the ISM and is also CPD Certified. Upon attending the course, you will receive a “Sales Skills Fundamentals” certificate from the ISM and a CPD certificate.

Start & Finish Times

Start: 9.30am
Finish: 4.30 – 5.00pm

Included Within The Registration Fee:

  • Course manual
  • Course materials
  • Buffet lunch
  • Servings of tea and coffee throughout the day
  • ISM “Sales Skills Fundamentals” certificate & CPD certificate
  • Unlimited email and telephone support from your trainer after the course

Please click on BOOK NOW below to reserve your place. We will then confirm the booking through email and will send you the joining instructions and invoice.

Selling Skills Professional CertificateSales Skills Fundamentals Certificate

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Course Methods & On-Going Support

We believe that training should be practical and fun. That’s why this course is delivered in an engaging way with lots of participation. All delegates receive a pre-course questionnaire to complete so we can gauge the experience and roles of those attending so we can cater for your specific needs and requirements.

After we have delivered this course, we do not just shake hands and take your money. We like to offer you some ongoing support.

Included within the cost are the following unique support options that are available to you.



Related Courses

Here are some more courses and bespoke courses that we run throughout the UK.Our most popular venues are London, Manchester, and Coventry.

Want to know more?

Please speak to one of our team or use our online form to make an enquiry

0333 320 2883

Have You Got Any Training Requirements or Questions?

Our L&D and Training Team are here waiting to help you.

Please call us on 0333 320 2883 or click below.

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