Sales Training Courses for Teams

It’s time to ditch the pitch and start ethically selling in a way that attracts and retains customers. Boosting your team’s success.

Training Tailored to
Your Team Objectives

Remote &
in Person Learning

Dedicated Sales Training with 9+ Years Experience

Professional sales training with an ethical focus

Selling is harder than ever before, with highly competitive (and saturated) markets, heightened customer demands, and tighter budgets to fight for. Add in customers’ distrust of sales and it’s even more of a challenge!

Whether you need sales refresher training, to upskill your team, or enhance your sales process, Sales Ethos can help you build a strong values-driven sales foundation for selling success.

Designed specifically to your team’s needs

The key to our success is our personalised approach to team sales training. Designing a program that takes into consideration your goals as well as individual member needs.

Tailored sales training

Focused topics

Coaching options

Daryl Mitchell from Light FM Testimonial for Sales Ethos

Our approach to sales training

Sales Ethos’ training courses start and end with you and your team. That’s why we always discuss your needs and objectives up front, creating a sales training package that’s right for you.

Based on scientific-based processes and ethical techniques, you’ll get tailored sales training aligned to your values, team needs and selling goals.

Team sales training at a glance

Tailored sales training course packages

Values-driven training with ethical focus

Choice of 12 core and advanced topics

Dedicated sales trainer throughout your course

Options for remote or in-person learning

Scientific-backed processes and techniques

Team training for Melbourne and Australia wide

1-on-1 sales coaching options for team members

The proof is in the feedback

I recently attended one of Ben’s seminars and found it really valuable and enjoyable. Ben’s teaching style is natural and effective. His positive and ethical approach to sales is inspiring. Our company is looking forward to working more closely with Ben in the future.
Niki Connelly
Ben’s personal approach, combined with his simple examples make his sessions very practical. We were able to implement his presentation strategies straight away. You’re a wealth of knowledge!
Irwin Hau – Owner at ACME Inc.

Sales training topics and focuses

The key to Sales Ethos’ success is how we tailor our training courses to your sales team’s specific needs. Ensuring your sales training is fit for purpose and takes into account your team’s sales experience, learning goals and objectives.

With over 12 core and advanced topics available, you’ll be able to build the right sales training focus for your team. 


You’ll also have a dedicated sales trainer with you each step of the way, ensuring your course topics align with your desired outcomes.

Gavin Hopper Testimonial for Sales Ethos

Core sales training topics

Selling ethically and effectively

Imagine you are the leader of an army. You are about to send your soldiers to battle. They are given state of the art weapons, armour, and training. However, there’s one problem – they don’t want to fight! As a result of disagreement with the war, they simply don’t have the will to battle.

The same applies to your sales team. Underlying limiting beliefs about selling, money, and the product will inhibit their effectiveness in the field. Unless negativity is addressed, your sales team will be like the unmotivated soldiers.

By attending this sales training course, your team will learn how:

  • To see their work as a calling rather than just a job
  • Sales, money, and business are critical parts of a healthy society
  • Being ethical is the only way to be effective in sales
Building rapport rapidly

Did you know that people decide whether to trust sales professionals within seconds of meeting? It may sound cliché, but it is true that first impressions last! So how can your team increase the trust of prospects and lower their sales resistance?

Fortunately, there are many actionable steps that increase buyer trust. For example, there are small signals like clothing. Bigger indicators include personal integrity. Your sales team can leave positive impressions from the moment they come in contact with prospective clients.

By attending this workshop, your team will learn how to:

  • Earn trust and lower sales resistance
  • Quickly build an emotional connection with clients
  • Adapt to different personality types and preferences
Winning new business fearlessly

Sales is no longer “just a numbers game.” Buyers are more cynical than ever before. As a result, the effectiveness of cold calling and email marketing has significantly decreased.

This is why salespeople often say prospecting is the most difficult part of the sale. By approaching prospects with tired and outdated scripts, they turn away the attention of their audience. Thankfully, there’s a better way to make initial approaches!

By attending this sales training course, your team will learn how to:

  • Use a variety of tools (LinkedIn, phone, email) to cut through to decision makers
  • Earn stakeholders’ time with value-centric agendas
  • Significantly increase approach-to-meeting conversion rates
Selling consultatively

Treatment without diagnosis is malpractice. It’s true in the medical and sales professions. Before making a product recommendation, your sales team must ask thoughtful questions to understand their clients’ goals and issues.

In addition to uncovering needs, the consultative process is an opportunity to build relationships. By practicing empathic listening, your team will build emotional connections with clients. When combined with logical reasons for buying, a solid case for purchasing becomes evident.

In this session your team will learn how to:

  • Uncover prospects’ “hot buttons” to motivate buying
  • Practice active listening to earn trust and truly understand needs
  • Align buying and selling processes to increase close rates
Selling persuasively

Telling is not selling! Gone are the days of slick, fast-talking salespeople. Sales presentations of today must be logical, emotional, and credible. They must present facts in a way that people can understand, easily picture, and relate to.

To sell persuasively, your team must understand how people make decisions. Doing so will allow them to tailor their presentations to different personality types. This will maximise the chance of winning the deal.

In this sales training course, your team will learn how to:

  • Understand the principles of ethical persuasion
  • Discover the role of credibility, emotions, and logic in selling
  • Learn how to position and demonstrate products powerfully
Handling barriers to care plan adherence

It is natural for prospects to have reservations before buying. Past bad purchases will create a defensive and natural scepticism. As a result, objections can cause your staff to lose sales.

By redefining objections to “concerns,” your team will frame them in a positive light. They will encourage transparent communication with prospects. This will allow them to handle barriers to buying.

In this session your team will learn how to:

  • Use a 3-step process for handling any objection
  • Understand the true nature of price objections
  • Prevent objections from arising
Negotiating and closing sales confidently

At the end of the sales process comes one of the most daunting aspects of the sale – closing! It is the shortest part of the sales process. Yet, many professionals freeze at this critical moment.

Despite being a critical skill for sales professionals, many have never been through negotiations training. As a result, they are more likely to give discounts or concessions. Such outcomes are one-sided. This means reducing profit margins and credibility of the company.

In this sales training course your team will learn how to:

  • Use “trial closing” to avoid asking for the sale prematurely
  • Negotiate confidently and fairly
  • Apply pressure ethically to secure the sale
All our training courses are available remotely Australia-wide, with in-person workshop options for sales training courses in Melbourne and Victoria. In-person training is also available in other locations on request.

Advanced sales training topics

Selling to corporations strategically

Sales are more complex than ever before. There are multiple decision makers and workplace politics. Therefore, sales professionals need to be more strategic to secure large sales. Ignoring these factors will put your team at a huge disadvantage when approaching corporations.

In order to win business with larger companies, your team must account for various stakeholders. Unfortunately, a product that is good for the company may not be good for individuals! In addition, your salespeople must account for the level of influence their contacts have.

In this session we will:

  • Understand the dynamics of corporate decision-making
  • Create sales strategies that account for power, politics, and processes
  • Bring to light the truth behind tenders, RFPs, and bids
Earning repeat business naturally

Selling to existing clients is many times easier and cheaper than finding new ones. You have already established trust. As a result, you have removed many barriers to the sale. So how can your team ensure that clients are happy? How can they keep buying from you and refer others?

In this sales training course your team will learn how to:

  • Discover the key principle behind excellent customer service
  • Upsell, cross-sell, and earn repeat business
  • Manage accounts in a structured and intentional way
Managing emotions intelligently

Emotional Intelligence and Social Intelligence are far greater predictors of success than IQ alone. In addition, mental health is a big issue with sales professionals. As a result of increasing their emotional intelligence, they will be equipped to manage their states effectively.

Resilience is the ability of sales professionals to bounce back from disappointments and setbacks. According to research, this factor has enormous weight in predicting the success of staff.

In this session your team will:

  • Better understand the role and nature of emotions
  • Increase empathy, and therefore rapport with prospects
  • Learn how to manage emotional states, resulting in increased productivity and sales
Managing time effectively

Everyone is busy, but are they doing the right things? Time management is a crucial aspect of effective sales professionals. Without it, salespeople often spend much time on unnecessary activities. This ultimately results in lower revenue.

In this sales training course your team will learn how to:

  • Achieve their KPIs and sales targets through forward planning
  • Distinguish between urgency and importance in tasks
  • Optimise and prioritise activities based on KPIs

Not sure what topics are right for you or need a customised topic?

We can recommend the right topic mix for your team as well as tailor topics specific to your industry or requirements. Simply book a consultation with Sales Trainer Ben Lai to start your conversation.

Sales training course packages and inclusions

Unlike other training courses, we understand selling doesn’t stop and you still have targets to hit.

That’s why our sales training courses are designed as short, interactive workshops rather than full day sessions. We also include hands-on training techniques and workshop recordings for better topic retention.

These courses have been designed specifically for sales professionals and are structured on emotional intelligence principles.

from

$2,200

  • In-depth consultation with you and your team
  • Choice of up to 12 topics (core and advanced)
  • One 1-hour workshop per topic, per fortnight
  • Interactive learning techniques, including role plays simulating real-life scenarios
  • Copies of all worksheets, slides and workshop recordings
  • Consultation and support from your dedicated sales trainer
  • Results tracking and personalised feedback
  • Additional one-on-one sales coaching options

How we tailor our sales training programs

Our sales training course process is designed so your team can start learning as soon as possible. By taking the time to understand your team, workplace and goals, we can tailor your sales training specifically to your team’s needs.

Our 3 step sales training approach

Identify and define

Workshops and support
Sales coaching

Identify and define (understanding your needs)

Together we identify and define team (and individual) goals, challenges, and learning outcomes, as well as understanding your workplace culture.

Sales training (workshops and support)

Sales trainer Ben Lai will develop a tailored sales training program, including recommended topics, training schedule and approach. From here, your training begins!

Sales coaching (one on one sessions)
Side-by-side with our sales training programs, sales coaching ensures your team applies what they learn. Sales coaching can be added at any time of your sales training program.
All our sales training workshops are available remotely (via webinar) with our dedicated sales trainer Ben Lai. In-person workshops are also available for sales training workshops in Melbourne or on request in other locations.

Ready to discuss your team’s training?

Book time with Sales Trainer Ben Lai to start your sales training conversation.

1:1 discussion

No-oblication call

Start training within 2 - 3 weeks

Director and Founder of Sales Ethos

Meet your sales trainer: Ben Lai

Did you know that Emotional Intelligence (EQ) is a far greater predictor of success than IQ? This is particularly true in the sales and health professions. Your team’s ability to empathise with and influence others will ultimately determine the height of their achievement. Fortunately, unlike IQ, Emotional Intelligence is a fully learnable skill!

Ben has been helping sales and health professionals ethically enhance their sales techniques and processes for over 9 years. Helping managers and executives build ethical, values-focused, high performing teams that sell with integrity, empathy and authenticity.