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Sales and Service Training and Development for Today’s Sales Challenges

Today, new demands challenge even the most experienced sales and service professionals. Does your sales team have the tools, mindset, and capabilities to deliver the consistently high performance needed to succeed in this new competitive environment? Are your technical and sales support professionals aligned with the strategy of the sales team? Are your inbound sales representatives discovering customer needs and issues? Is your service team continuing to build the valuable customer relationships initially established by your sales executives?

Click here for a comprehensive list of our sales and service development offerings


      Profile for Sales and Service Success

      Achieving the sales goals that sustain and grow the business over time requires sales and service training that develops key strategic selling skills and behaviors. (Expand the headers and bullets below for a list of the competencies for sales and service success and Wilson Learning's related content.)

      Sales Professionals

      • Sales Professionals who know how to build and maintain long-term successful business relationships with customers. These include Account Executives, Sales Representatives, Account Managers, and Major Account Executives.
      • Be aware of their own strengths and development needs
        Programs & Services Description
        Networking for Success Empowers salespeople to comfortably and effectively approach the people they need to and who are most likely to become good business contacts.
        Salesperson Navigator Comprehensive 360-degree feedback process identifies salesperson strengths and development opportunities using our key Sales Superiority competency model.
      • Identify and gain access to new sales opportunities
        Programs & Services Description
        Counselor Prospecting Salespeople learn to make better "Go-No/Go" decisions about prospects earlier in the overall sales process.
        Networking for Success Empowers salespeople to comfortably and effectively approach the people they need to and who are most likely to become good business contacts.
      • Use an effective sales process to manage a sale from initial contact to closing the business
        Programs & Services Description
        Counselor Salesperson Salespeople learn a win-win approach to selling that emphasizes problem solving from the customer’s point of view.
        Counselor Salesperson Challenge Assesses a salesperson's ability to effectively apply the consultative selling skills taught during The Counselor Salesperson.
        Consultative Process Sales specialists learn a problem-solving mindset and an effective process for consulting with both internal and external clients.
      • Identify customer business issues and develop compelling solutions
        Programs & Services Description
        SAS—Conducting Strategic Business Calls:
        Discovering CSFs
        Salespeople gain the skills and confidence to make strategic business calls, uncover their customers' critical business issues, and create offerings that address these business priorities.
        Counselor Salesperson Salespeople learn a win-win approach to selling that emphasizes problem solving from the customer’s point of view.
        Turbocharging Discovery Agreements Salespeople deepen their ability to better apply the critical Discovery and Discovery Agreement skills that are the foundation of the Counselor Approach.
        Turning Information into Sales Salespeople will gain the tools to effectively discover business needs, identify what matters and apply it so they are able to create compelling solutions.
        Consulting with Clients Salespeople learn to diagnose the client’s change-readiness, identify interests and potential allies, and help set clients up for successful implementation.
      • Develop sales presentations that powerfully connect to audience needs
        Programs & Services Description
        UPFRONT: Persuasion Through Presentation Salespeople learn how to develop and deliver clear, concise, compelling presentations that will effectively influence your target audience.
      • Develop effective sales relationships with all types of buyers throughout the organization
        Programs & Services Description
        SAS—Conducting Strategic Business Calls:
        Discovering CSFs
        Salespeople gain the skills and confidence to make strategic business calls, uncover their customers' critical business issues, and create offerings that address these business priorities.
        SAS—Aligning with Customer Buying Behaviors Salespeople learn how to look beyond their own selling priorities and adapt their offering to meet the client's buying priorities—fitting into the customer's business and buying processes.
        Versatile Salesperson People buy from people they are comfortable with. Salespeople gain a simple yet robust method for improving their ability to quickly build rapport with customers and prospects of all levels.
      • Expand business in current accounts
        Programs & Services Description
        Turning Information into Sales Salespeople will gain the tools to effectively discover business needs, identify what matters and apply it so they are able to create compelling solutions.
        SAS—Conducting Strategic Business Calls:
        Discovering CSFs
        Salespeople gain the skills and confidence to make strategic business calls, uncover their customers' critical business issues, and create offerings that address these business priorities.
        Global Effectiveness Salespeople will be become more savvy toward inter-cultural interactions and thus more effective at conducting business across cultures. With a greater depth of knowledge salespeople will avoid cultural misunderstandings and conduct business more efficiently and effectively.
      • Negotiate effectively to protect margins, ensure profitable sales, and strengthen customer relationships
        Programs & Services Description
        Negotiating to Yes Salespeople learn a proven approach for turning face-to-face confrontation into side-by-side problem solving. This efficient process helps salespeople reach optimal business agreements that are satisfying to both parties and actually strengthen professional relationships.
        SAS—Aligning with Customer Buying Behaviors Salespeople learn how to look beyond their own selling priorities and adapt their offering to meet the client's buying priorities—fitting into the customer's business and buying processes.
      • Build sustainable consultative relationships at the individual and business-to-business level
        Programs & Services Description
        SAS—Conducting Strategic Business Calls:
        Discovering CSFs
        Salespeople gain the skills and confidence to make strategic business calls, uncover their customers' critical business issues, and create offerings that address these business priorities.
        SAS—Creating Differentiated Offerings Salespeople learn how to maintain and expand business in both existing and new accounts. As a business advisor to clients, salespeople create solutions that clients truly value to develop real differentiation.
        Versatile Salesperson People buy from people they are comfortable with. Salespeople gain a simple yet robust method for improving their ability to quickly build rapport with customers and prospects of all levels.
      • Differentiate themselves and their offering from the competition
        Programs & Services Description
        SAS—Creating Differentiated Offerings Salespeople learn how to maintain and expand business in both existing and new accounts. As a business advisor to clients, salespeople create solutions that clients truly value to develop real differentiation.
        SAS—Managing the Competition High-performing salespeople learn how to outmaneuver the competition. They learn how to implement a competitive strategy that aligns your organization more closely to the customer than the competition’s strategy does.
      • Access and manage multiple contacts and levels within complex accounts
        Programs & Services Description
        SAS—Conducting Strategic Business Calls:
        Discovering CSFs
        Salespeople gain the skills and confidence to make strategic business calls, uncover their customers' critical business issues, and create offerings that address these business priorities.
        SAS—Managing Opportunities Sales professionals focus on how to make optimal decisions when choosing which opportunities to pursue. They learn about the factors that influence whether a customer will move forward with a buying decision. Salespeople are equipped to identify high-probability and high-profitability opportunities from their portfolio of accounts.
        SAS—Managing Decisions Sales professionals learn how to manage key stakeholders in the decision process. They create an Influence Map, which summarizes stakeholders’ perspectives about your organization and assesses each stakeholder’s level of influence.

      Sales Support Professionals

      • Sales Support and Implementation Professionals who can effectively support the implementation of solutions that meet customer requirements and deliver business results. These include Technical Sales Specialists, Product and Marketing Managers, Solution Consultants, Overlay Sales Representatives, and Implementation Teams.
      • Determine whether they have the right skills
        Programs & Services Description
        Salesperson Navigator Comprehensive 360-degree feedback process identifies salesperson strengths and development opportunities using our key Sales Superiority competency model.
      • Assess customer needs and requirements
        Programs & Services Description
        Consultative Process Sales specialists learn a problem-solving mindset and an effective process for consulting with both internal and external clients.
        Consulting with Clients Salespeople learn to diagnose the client’s change-readiness, identify interests and potential allies, and help set clients up for successful implementation.
        Turning Information into Sales Salespeople will gain the tools to effectively discover business needs, identify what matters and apply it so they are able to create compelling solutions.
      • Create innovative solutions linked to customer business needs
        Programs & Services Description
        Sales Advantage Series Helps high-performing salespeople analyze their customers’ business issues to create dynamic business solutions that align with client strategic priorities, provide valuable solutions, and expand opportunities for growth within the account.
        (Creating Competitive Business Solutions - updated)
      • Collaborate effectively with own and customer implementation teams
        Programs & Services Description
        Versatile Salesperson People buy from people they are comfortable with. Salespeople gain a simple yet robust method for improving their ability to quickly build rapport with customers and prospects of all levels.
        Global Effectiveness Salespeople will be become more savvy toward inter-cultural interactions and thus more effective at conducting business across cultures. With a greater depth of knowledge salespeople will avoid cultural misunderstandings and conduct business more efficiently and effectively.
      • Align marketing and product support with the sales process
        Programs & Services Description
        Counselor Salesperson Salespeople learn a win-win approach to selling that emphasizes problem solving from the customer’s point of view.
        Consulting with Clients Salespeople learn to diagnose the client’s change-readiness, identify interests and potential allies, and help set clients up for successful implementation.
      • Adapt to a variety of communication and decision-making styles
        Programs & Services Description
        Versatile Salesperson People buy from people they are comfortable with. Salespeople gain a simple yet robust method for improving their ability to quickly build rapport with customers and prospects of all levels.
        Global Effectiveness Salespeople will be become more savvy toward inter-cultural interactions and thus more effective at conducting business across cultures. With a greater depth of knowledge salespeople will avoid cultural misunderstandings and conduct business more efficiently and effectively.
      • Manage issues and problems to maintain customer satisfaction
        Programs & Services Description
        Negotiating to Yes Salespeople learn a proven approach for turning face-to-face confrontation into side-by-side problem solving. This efficient process helps salespeople reach optimal business agreements that are satisfying to both parties and actually strengthen professional relationships.
        Signature Service Service providers learn to manage contacts in a way that offers greater satisfaction to customers and increased customer loyalty.

      Inbound Sales Representatives

      • Inbound Sales Representatives who can identify customer needs and issues, build rapport, and establish valuable customer connections. These include Inbound Sales Managers, Client Relations Specialists, and Telephone Sales Specialists.
      • Determine whether they have the right skills
        Programs & Services Description
        Salesperson Navigator Comprehensive 360-degree feedback process identifies salesperson strengths and development opportunities using our key Sales Superiority competency model.
      • Ask questions to assess customer needs and interests
        Programs & Services Description
        Inbound Sales Excellence Inbound salespeople and call center agents gain the skills to guide the incoming call, discover the caller’s needs, relate those needs to a solution, and finalize the sale. They also learn how to establish credibility for increased customer connection and loyalty.
        Turning Information into Sales Salespeople will gain the tools to effectively discover business needs, identify what matters and apply it so they are able to create compelling solutions.
      • Identify qualified customer opportunities
        Programs & Services Description
        Counselor Prospecting Salespeople learn to make better "Go-No/Go" decisions about prospects earlier in the overall sales process.
      • Manage emotions and maintain focus on customer needs
        Programs & Services Description
        Inbound Sales Excellence Inbound salespeople and call center agents gain the skills to guide the incoming call, discover the caller’s needs, relate those needs to a solution, and finalize the sale. They also learn how to establish credibility for increased customer connection and loyalty.
        Versatile Salesperson People buy from people they are comfortable with. Salespeople gain a simple yet robust method for improving their ability to quickly build rapport with customers and prospects of all levels.
      • Offer and support the right combination of products and services to meet customer needs
        Programs & Services Description
        Inbound Sales Excellence Inbound salespeople and call center agents gain the skills to guide the incoming call, discover the caller’s needs, relate those needs to a solution, and finalize the sale. They also learn how to establish credibility for increased customer connection and loyalty.
      • Respond effectively to customer concerns and questions
        Programs & Services Description
        Inbound Sales Excellence Inbound salespeople and call center agents gain the skills to guide the incoming call, discover the caller’s needs, relate those needs to a solution, and finalize the sale. They also learn how to establish credibility for increased customer connection and loyalty.
      • Follow up with customers to ensure satisfaction and repeat business
        Programs & Services Description
        Signature Service Service providers learn to manage contacts in a way that offers greater satisfaction to customers and increased customer loyalty.
      • Move customers from a negative or neutral attitude to become satisfied repeat customers
        Programs & Services Description
        Signature Service Service providers learn to manage contacts in a way that offers greater satisfaction to customers and increased customer loyalty.

      Sales Management

      • Sales Managers and Sales Leaders who understand and communicate the business strategy while creating the conditions for maximizing sales performance. These include District Sales Managers, Regional Sales Directors, and Area Vice Presidents.
      • Assess salesperson competencies and key areas for development
        Programs & Services Description
        Salesperson Navigator Comprehensive 360-degree feedback process identifies salesperson strengths and development opportunities using our key Sales Superiority competency model.
      • Assess sales manager competencies and key areas for development
        Programs & Services Description
        Sales Leader Navigator This 360-degree feedback process is for sales leaders at all levels. It evaluates the leadership skills that a successful sales leader needs based on Wilson Learning’s flexible Integrated Sales Leadership competency model which can be quickly and easily customized to meet your organization’s specific needs.
      • Set business strategy and goals and forecast sales effectively
        Programs & Services Description
        The Sales Leader Manager This course provides sales managers with a process for helping their salespeople realize their full sales potential by creating an environment that supports successful business results. It helps sales managers understand their own role in executing sales strategy so they can help salespeople align to the organization's strategy.
      • Select and hire sales team members with the right skills and experience for effective performance
        Programs & Services Description
        Interviewing for Selection Part of our Leading for Performance leadership development series, Interviewing for Selection is a one-day program that offers leaders behavioral interviewing skills that have been proven to dramatically enhance an organization’s employee selection process.
      • Foster a customer focus and sales solution focus across organizational boundaries
        Programs & Services Description
        Counselor Salesperson Managers can implement this course to help support teams and other functions understand the selling approach they are using that emphasizes problem solving from the customer’s point of view.
        Turning Information into Sales Managers can implement this course to help support teams and other functions gain the tools to effectively discover business needs, identify what matters and apply it so they are able to create compelling solutions.
        The Sales Leader Manager This course provides sales managers with a process for helping their salespeople realize their full sales potential by creating an environment that supports successful business results. It helps sales managers understand their own role in executing sales strategy so they can help salespeople align to the organization's strategy.
      • Set individual and team performance expectations to maximize sales results
        Programs & Services Description
        The Sales Leader Manager This course provides sales managers with a process for helping their salespeople realize their full sales potential by creating an environment that supports successful business results. It helps sales managers understand their own role in executing sales strategy so they can help salespeople align to the organization's strategy.
        Managing Sales Performance Sales leaders see how to drive performance through their coaching efforts. Sales leaders gain the tools and skills they need to improve, maintain, and stretch the performance of all their salespeople, achieving results at all levels.
      • Coach effectively to improve individual and sales team performance
        Programs & Services Description
        Lighthouse Coaching Managers gain the power to effectively coach and support the programs that their sales force just learned which significantly improves the results and helps ensure lasting change.
        Coaching for Sales Performance Offers sales managers coaching skills and techniques to create the conditions under which salespeople can succeed.
        Reinforcing the Counselor Approach Provides ongoing learning and sales coaching support for sales managers and their salespeople in support of Counselor Salesperson. The course offers a step-by-step process and tools for working individually with salespeople to enhance their counselor approach skills.
        Reinforcing Signature Service Designed to reinforce skills and concepts that participants learned in Signature Service. Included in each session is an action planning section that encourages participants to use their skills on a daily basis.
        The Sales Leader Manager This course provides sales managers with a process for helping their salespeople realize their full sales potential by creating an environment that supports successful business results. It helps sales managers understand their own role in executing sales strategy so they can help salespeople align to the organization's strategy.
      • Evaluate / measure outcomes to ensure effectiveness of sales coaching and performance improvement initiatives
        Programs & Services Description
        Impact Evaluation A flexible evaluation process of the development effort. It involves short surveys of participants and their managers and may involve win/loss reviews, manager interviews, business metrics, and “best practice” sessions.

      Service Providers

      • Service providers (customer-service representatives, technical support staff, and order entry and delivery staff) are an extension of the interaction your clients have with your company and with your sales professionals. Excellent service results in both increased customer retention and increased business in existing accounts, and is a key differentiator that customers value.
      • Service providers understand the value of customer satisfaction for the organization, the customer, and themselves.
        Programs & Services Description
        Signature Service Service providers learn to manage contacts in a way that offers greater satisfaction to customers and results in increased customer loyalty.
      • Service providers know how to manage their own reactions in the numerous and sometimes stressful interactions with others, thereby consistently achieving desired results for the customer and the company.
        Programs & Services Description
        Signature Service Service providers learn to manage customers in a way that increases customer satisfaction, and acquire the self-management skills to effectively serve customers under stress.
      • Service providers use effective listening, questioning, and empathy skills to determine the customer’s needs and expectations.
        Programs & Services Description
        Signature Service Service providers learn practical skills to manage customer interactions with greater success.
      • Service providers present clear explanations and protect the customer relationship while adhering to the company’s policies and procedures. They are able to say “no” while maintaining a high level of customer comfort.
        Programs & Services Description
        Signature Service Service providers learn to manage customer interactions in a way that ensures greater customer satisfaction and supports company policies. td>
      • Service providers know how to identify customer conditions and how to work effectively with customers in comfortable and indecisive conditions as well as those in insistent and irate conditions.
        Programs & Services Description
        Signature Service Service providers learn to manage interactions with customers ranging from comfortable to irate and acquire skills to move them all to a satisfied level.
      • Service managers are able to communicate expectations, identify appropriate behaviors, and provide valuable feedback and recognition.
        Programs & Services Description
        Coaching for Performance Offers sales managers coaching skills and techniques to create the conditions under which salespeople can succeed.
        Reinforcing Signature Service Designed to reinforce skills and concepts that participants learned in Signature Service. Included in each session is an action planning section that encourages participants to use their new skills on a daily basis.
      • Service managers are able to apply the coaching process in different types of service provider coaching situations.
        Programs & Services Description
        Coaching for Performance Offers sales managers coaching skills and techniques to create the conditions under which salespeople can succeed.
      • Service managers are able to create and implement tactical action plans that improve service providers’ performance and create optimal conditions for service providers to succeed.
        Programs & Services Description
        Coaching for Performance Offers sales managers coaching skills and techniques to create the conditions under which salespeople can succeed.
        Reinforcing Signature Service Designed to reinforce skills and concepts that participants learned in Signature Service. Included in each session is an action planning section that encourages participants to use their new skills on a daily basis.

      Sales Training and Resources for Achieving Success

      As a global leader in sales training and sales management development, Wilson Learning offers a comprehensive approach to training that includes proven research-based programs, innovative custom solutions, and the use of technology to enhance, reinforce, and sustain training experiences.

      As a sales executive, you know the importance of advancing the overall ability of your sales organization to compete effectively. To achieve your goals, you need to: assess your organization’s readiness, ensure that developmental efforts are aligned with strategy, and create an environment that ensures high performance.

      To assess your sales organization's competitiveness, ask yourself these key questions:


      Ask Yourself Wilson Learning's Capabilities
      Do you have the right strategy to achieve your sales goals? Consulting for sales process improvement
      Do you have the right sales talent with the right sales skills to implement your sales strategy? Assessment of salesforce readiness, strength, and gaps
      Do you have the right development programs and path for your sales team? Skill building combined with the motivation and mindset to change behavior
      Do you have experienced facilitators to deliver your training and development programs? Professional, experienced facilitation and certification for in-house resources as requested
      Do you know how to ensure you are maximizing the return on your development investment? Sustainability and reinforcement that advances sales performance
      Are your sales managers equipped to coach to the new skill set required to implement your strategy and achieve the sales goals? Coaching and implementation preparation for sales leaders
      Do you have a way to evaluate how effective the programs and initiatives you are putting in place are in achieving your objectives? Measurement and evaluation systems to quantify business value
      Do you have a way to bring the training directly to your sales people? Virtual Learning, E-Learning, Blended – Resources Available to Your Organization


      Sales Performance articles and papers