Enhancing Listening, Questioning, and Effective Sales Conversations
This training programme is designed to strengthen core sales skills by improving listening and questioning techniques, ensuring sales professionals build stronger relationships, uncover customer needs, and drive more successful sales conversations. The session will incorporate discussions, practical exercises, and real-world application of key skills.
Training Objectives
By the end of the session, participants will:
✅ Understand the importance of active listening in sales and recognise behaviours that improve engagement.
✅ Learn and practise effective questioning techniques to build trust and uncover customer needs.
✅ Apply the WOPPA framework to prepare and conduct more impactful sales meetings.
✅ Participate in interactive role-plays to reinforce learning in real sales scenarios.
This full day session is broken down in to three distinct learning interventions
The Power of
Listening in Sales
The Art of Effective Questioning
Applying Listening & Questioning in Sales Conversations
Training Price: £2400 + VAT
In this training programme, we will enhance your sales team’s core skills by focusing on active listening and effective questioning techniques, empowering them to build stronger customer relationships and conduct more successful sales conversations.
What Will I learn?
The Power of Listening in Sales
Why is listening important? How do you feel when someone doesn’t listen?
• 82% of customers believe salespeople are unprepared.
• 68% of customers leave due to perceived apathy.
Group Activity: Identifying key listening behaviours for both physical and online sales conversations.
Best Practices Developed:
✅ Listen to understand, not just to respond.
✅ Maintain eye contact and active body language.
✅ Repeat and clarify customer statements.
✅ Avoid interruptions and provide thoughtful responses.
The Art of Effective Questioning
The impact of good vs. bad questions in sales.
• Good Questions: Build trust and uncover needs.
• Bad Questions: Push into a pitch too soon or assume without discovery.
Types of Sales Questions:
✅ Open-ended: Encourage deeper insights
✅ Closed: Confirm specifics
✅ Funnel: Guide deeper exploration
Group Exercise Question Reframing: Transforming closed questions into more impactful open-ended ones.
Applying Listening & Questioning in Sales Conversations
Breakout Exercise: Role-play a sales conversation using the WOPPA framework.
Roles: Prospect, Salesperson, Observer
Objective: Practise questioning, listening, and structuring an effective sales conversation.
Debrief & Feedback: Identify strengths and areas for improvement.
How Will it be Delivered?
Interactive Workshop
Facilitation Mode: In-person or Online
Group Size: Up to 40 participants
Training Methods: Discussions, role-plays, peer feedback, and structured exercises
Learning Outcomes
• Sales professionals will demonstrate stronger active listening skills in customer interactions
• They will confidently use strategic questioning techniques to uncover needs and advance conversations.
• Improved ability to prepare for and conduct structured, productive sales meetings.
