Relationship Management

You make the difference

2 days

Business benefit

As every sales professional knows, communications excellence is imperative at every stage of the customer relationship. In our ever increasing competitive world where the customer is king, one single call can represent make or break in the relationship. Create the wrong impression in the call and a hot prospect or profitable customer may be lost forever - and you may not even realise it.

In traditional sales training, delegates learn first about the product, then about selling skills, and only occasionally about relationship skills. This programme changes all that. They learn first to understand themselves, then to understand others, and finally how to adapt their techniques to create conditions of comfort in their relationship with their prospect/customer. Mixing with other sales professionals for two days, gaining insights into their own personality as well as planning for their own further development, they will learn to refine key skills and apply them with the greater sophistication that comes from improved interpersonal ability and understanding.

Target audience

Experienced sales executives who have already attended one of TACK’s foundation sales courses or their equivalent.  They need to have some experience with basic selling skills and techniques, and have both the ability and the personal motivation to develop sales professionalism fully.


The workshop will be conducted through mini lectures, interspersed with role-plays, practical illustrations, discussions and activities to reinforce the subject.

High spots

  • The successful relationship manager
  • First impressions
  • ‘Best’ and ‘toughest’ customers
  • Interaction with others
  • Customer behaviour and motivation. The influence of style on buying and selling.
  • Interpersonal style and influencing the customer
  • Non-verbal communication
  • Adopting different sales strategies for different style types
  • Drill Down to FIND
  • Getting past ‘No’
  • Action Plans

Key learning points & outcomes

You will leave the course able to:

  • Learn what are the skills, qualities and attributes of successful salespeople. Understand where you need to improve.
  • Receive feedback on how others perceive you from the group you have worked with. Transfer learning points straight to your Action Plan.
  • Recognise which customers we get on with and which we don’t! And the reasons why.
  • Understand how we interact through observation, judgement and reaction. Learn to avoid being emotive and prejudicial and to be more objective when interacting with others.
  • Understand the fundamentals of personality assessment. Recognise how your own profile can affect the customer, positively or negatively.
  • Reinforce your learning by working with your chosen customers. Profile them and learn how to sell and relate to them by strengthening your relationships with these different customers.
  • Working in small groups, you will use the key skills of communication, behaviour adaptability, decision making and team working.
  • Learn how to read your customers using advanced non-verbal clues e.g. body language, mirroring, leading
  • Understand how to adapt your behaviour to ‘fit in’ with that of others. Learn how to create conditions of ‘comfort’ with other style types. Develop a planned sales strategy for dealing with other style types.
  • Enhance your investigation skills using TACK’s powerful questioning model. This four-phase technique gets to the heart of the customers’ identified and unidentified needs helping you develop mutually beneficial solutions.
  • Understanding and managing the different types of resistance. A practical exercise that revisits, reinforces and develops objection-handling techniques.
  • You draw up a prioritised plan of actions for the future to be reviewed with your manager.