Sales #2. Techniques for Experts

To whom:

Professionals who want to develop sales techniques in depth. Really useful for proactive – agents, representatives, outbound telesales and B2B sellers.  


For those who don’t know, the seller's life seems simple: smiles, make calls with interesting people, look good and collect the premiums that come due. Yet the reality people know that the Salesman's life is not easy.

You can look for fine process descriptions or read smart advice books, but no one has yet figured out a formula that would tell you how to deal with always different and unexpected sales situations. Especially unexpected, they tend to be in the sale of services, similar products, “tough customers” or B2B.

  • How to connect an existing Product to the needs of a specific Customer?
  • How to activate the Customer's needs?
  • What is and what is not my Product Benefits?
  • What do different B2B customers expect from me?
  • How to explain the service benefits?
  • How to deal with the customer's objections in a friendly way?
  • How to sell if the Customer manipulates or is aggressive?

In more detail, Kārlis Apkalns workshop Sales. Techniques for Experts.


Sellers' improved ability to convert sales opportunities to conversions through:

  • Repeated sales call structure and Level 1 skills;
  • Application of general skills to a daily sales Product;
  • Deepen the understanding of different Customer motivations;
  • Skills to active Client’s Needs;
  • Handouts that are handy for repeating and maintaining skills.

Kārlis Apkalns

  • More than 10-year experience as business skills coach and consultant.
  • Hold academic practice in Latvia’s TOP business universities.
  • Has marketing and strategic marketing experience.
  • Has trained 350+ groups, 25+ topics, and 100+ original seminars.
  • Worked with, SAF Tehnika, Siemens, Exigen, VISMA, LMT, Tele2, Lattelecom, BTA, Balta, Ergo, Seesam, Citadele, Nordea, Reaton, Pfizer, Mylan, Olainfarm, Toyota, Peugeot, Ramirent, Wurth, Baltic Data, Rolling!, Hanzas Maiznīca, 3M, etc.

Two days/16 academic hours
Diena III


Full day
8 academic hours
Introduction/Revision: Lessons learned at the first level of the workshop               
Exploration step - Actualization of Client Needs
  • SPIN selling
Professional Homework (video)
  • SPIN +ĪII + P, with deal closing, up to 3 min
Presentationstep - Create company arguments
  • How marketing mix/7P make Spider?
Presentationstep - Advantage-based arguments
  • Products ‘and Company’s advantages
Explorationstep - Conversation with Customers of different positions
  • How can the arguments be applied to different players?

Most important Customer Needs                                                 

Different Customer positions and their needs
Day IV


Full day
8 academic hours


Closing step - Avoidance of objections “without force”
  • Principles of Socratic questions
Professional Homework “with Client” (video)
  • SPIN + ĪII + P, Closing & Socrates, up to 5 min
Presentation step - Practical use of Spider
  • How to play Strenghts & Weaknesses?
Presentation step - Selling Service
  • Customer Cost Model, usage
Presentation step - “Bad Words” and euphemisms
  • How to do not accidentally hurt a Client?
SummaryEffective selling pyramid                                

Clients’ most common objections

Advantage of Supplier
Creating arguments

“Bad Words” in my industry                                                     

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