15% off all virtual courses booked before 31 July, plus an additional 15% off for members. Valid on courses delivered from now until 30 September 2022. Use code DISCOUNT15. T&Cs apply.


The CIM Sales in Practice course will include the key skills and knowledge required to develop a successful career in sales. Understand your own motivation, drive and self-awareness. Identify customer need, how to deal with objections, how to present your offer in terms of its contribution to business goals, and how to justify the investment. We will also look at your customer’s personality type and what motivates them to buy, enabling you to build more rewarding relationships.

Day 1: You, your motivation, your sales approach and the sales cycle
Day 2: Sales leads, customer research and dealing with objections
Day 3: Presenting, negotiating, closing a deal and customer care

Who should attend?

Sales and/or marketing professionals who wish to become more successful by gaining a structured approach to the sales process. If you have some sales and marketing experience you will benefit from the disciplined approach encouraged in the course. No previous sales experience is required

Learning outcomes

Understand what makes a successful salesperson

  • Identify your personal motivations
  • Define features, benefits and solutions
  • Understand the value of objectives, plans and sales cycles

Identify sales leads and who to target

  • Characterise key accounts and how to manage them
  • Appreciate the value of customer insight how to use it
  • Using GROW and SPIN techniques to understand customer needs
  • Understand approaches to reporting and forecasting sales targets

Develop your listening, speaking and presentation skills

  • Develop a value proposition, and how to communicate it
  • Approach negotiation with confidence through planning
  • Assess closing techniques and the value of customer care

You will have the opportunity to work on developing your own sales process throughout the course and will return to the office with a complete sales plan.

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Jon Pope

Jon Pope has worked in sales and marketing for most of his career, spanning the media, pharmaceutical industry, consulting and HR services. He has run businesses, managed budgets, led sales teams, and worked for large and small organisations, including the Virgin Group and the BBC. He’s bought, sold, negotiated and debated contracts with legal teams and accountants. He’s developed sales proposals and presented to hostile audiences. He’s smashed sales targets and had the pleasure of hiring, managing and developing many highly successful teams and working with many great sales people.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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