Program objective
Strengthen the complete sales process from targeted outreach to a commercially sound close. Participants integrate account research, consultative discovery, value-based persuasion, negotiation and pipeline discipline through realistic sales practice.
Who this suits
Sales professionals, account managers, business development specialists and business owners responsible for winning and developing customer relationships.
Professional objectives
- Build a targeted outreach process using account research, prospecting tools, CRM discipline and relevant customer messages.
- Apply consultative discovery, value-based persuasion, objection handling and commercial negotiation to advance qualified opportunities.
- Execute a complete sales scenario and develop a measurable plan for conversion, margin protection and consistent follow-up.
Key learning outcomes
- Create a target-account strategy and a simple revenue-conversion model.
- Build a small qualified account list and an account-research brief.
- Produce an outreach sequence, call opening and meeting-request message.
- Conduct a discovery role play and complete an opportunity qualification scorecard.
- Deliver a value-proposition canvas, proposal outline and persuasive pitch.
- Build an objection-response planner and rehearse difficult customer conversations.
- Complete a negotiation simulation and a margin-aware concession plan.
- Create a closing plan and a sales-to-delivery handover checklist.
- Present a complete deal strategy, CRM action plan and 30-day sales improvement plan.
Module map
- 1.Commercial strategy and ideal-customer targeting
- 2.Prospecting tools and account research
- 3.Personalized outreach and meeting conversion
- 4.Discovery and opportunity qualification
- 5.Value propositions, persuasion and proposals
- 6.Objection handling and competitive positioning
- 7.Negotiation and margin protection
- 8.Closing, commitments and contracting handover
- 9.Pipeline management and sales execution challenge
Modules in detail
1
Commercial strategy and ideal-customer targeting
Theory & concepts
Translate the revenue objective into target segments, priority accounts and realistic activity and conversion assumptions. Distinguish a broad market from customers with a problem, buying capacity and a plausible reason to act. Build an ideal-customer profile, account-tiering criteria and a buyer-persona map. Examine buying triggers, customer economics and the difference between account attractiveness and immediate purchase readiness.
Professional application
Prioritize accounts using fit, need, urgency and accessible buying relationships. Translate the revenue target into assumptions that can be tested through actual opportunity and conversion evidence.
Hands-on exercise & output
Create a target-account strategy and a simple revenue-conversion model.
2
Prospecting tools and account research
Theory & concepts
Use LinkedIn Sales Navigator to explore lead and account filters, saved lists and relevant business signals. Compare CRM and research tools according to data quality, usability and the team's selling process. Practice role, seniority, sector, geography and account filtering where access permits. Review Salesforce or an equivalent CRM workflow for recording evidence, contacts and next actions, without relying on indiscriminate automated messaging.
Professional application
Separate verified account facts from working hypotheses. Build research notes that explain the reason for outreach, likely stakeholder interests and the questions to test in discovery.
Hands-on exercise & output
Build a small qualified account list and an account-research brief.
3
Personalized outreach and meeting conversion
Theory & concepts
Create relevant outreach across email, LinkedIn and telephone using a clear reason for contact and a specific next step. Connect the message to the prospect's context and avoid generic claims or unnecessary length. Develop an opening, value hypothesis, evidence and low-friction call to action. Use approved AI assistance to improve drafts, verify personalization and design a follow-up cadence that respects preferences and opt-outs.
Professional application
Adapt the opening to the channel and the customer's context. Test whether the message makes relevance clear, supports its claim and asks for a proportionate next action.
Hands-on exercise & output
Produce an outreach sequence, call opening and meeting-request message.
4
Discovery and opportunity qualification
Theory & concepts
Explore the customer's situation, business problem, implications and desired outcome before recommending a solution. Establish the buying process and identify who can influence, approve or block the decision. Apply SPIN questioning and selected MEDDICC-style qualification criteria: metrics, economic buyer, decision criteria and process, pain, champion and competition. Record gaps instead of treating assumptions as confirmed evidence.
Professional application
Explore the consequence of the problem and the cost of leaving it unresolved. Confirm decision criteria, approval steps and timing without treating friendly engagement as purchase commitment.
Hands-on exercise & output
Conduct a discovery role play and complete an opportunity qualification scorecard.
5
Value propositions, persuasion and proposals
Theory & concepts
Build a credible value case that connects the offer to the customer's priorities, financial or operational impact and risk concerns. Use ethical persuasion and relevant proof to support a buying decision. Translate features into outcomes and calculate a simple value or ROI scenario using agreed assumptions. Structure a proposal around diagnosis, recommendation, evidence, scope, investment and the next decision.
Professional application
Present value using the customer's priorities and agreed assumptions. Differentiate the offer through credible evidence and practical implementation rather than unsupported claims of superiority.
Hands-on exercise & output
Deliver a value-proposition canvas, proposal outline and persuasive pitch.
6
Objection handling and competitive positioning
Theory & concepts
Diagnose whether an objection concerns price, trust, timing, relevance, implementation risk or internal agreement. Respond with clarification and evidence, and recognize when the objection reveals an unqualified opportunity. Use acknowledge-clarify-respond-confirm to manage resistance. Compare alternatives honestly, address the cost of inaction and test whether the real barrier has been resolved before moving toward a close.
Professional application
Clarify the concern before selecting a response. Use a relevant example, comparison or question to test whether the objection is resolved and whether the opportunity should advance.
Hands-on exercise & output
Build an objection-response planner and rehearse difficult customer conversations.
7
Negotiation and margin protection
Theory & concepts
Prepare commercial objectives, authority limits and alternatives before discussing terms. Negotiate the complete value package, including scope, timing, service, payment and implementation responsibilities. Apply BATNA, reservation points, concession planning and conditional trades. Calculate the effect of discounts on margin and use give-get exchanges to protect value without damaging the relationship.
Professional application
Calculate the commercial consequence of each proposed concession. Trade variables deliberately, confirm approval boundaries and avoid promises that the delivery team cannot meet.
Hands-on exercise & output
Complete a negotiation simulation and a margin-aware concession plan.
8
Closing, commitments and contracting handover
Theory & concepts
Recognize buying signals and ask for a clear decision when the evidence supports readiness. Use a direct, summary or choice-based close appropriately and maintain momentum when additional approvals are needed. Develop a mutual action plan with decision dates, procurement steps and accountable owners. Confirm scope, commercial approvals and handover requirements so that the delivery team can fulfill the promise made during sales.
Professional application
Distinguish verbal enthusiasm from an agreed buying action. Confirm the next decision, owner and date, and maintain clarity when procurement or internal approval adds steps.
Hands-on exercise & output
Create a closing plan and a sales-to-delivery handover checklist.
9
Pipeline management and sales execution challenge
Theory & concepts
Manage the pipeline through evidence-based stage criteria, meaningful next actions and consistent follow-up. Identify stalled opportunities and improve forecasting through customer evidence rather than seller optimism. Use CRM dashboards to review conversion, cycle time, deal quality and margin. Execute a full account scenario from outreach to negotiation and close, then assess lost-deal reasons, expansion opportunities and referral follow-up.
Professional application
Use consistent stage-entry and exit evidence to review the pipeline. Investigate stalled deals, forecast changes and lost opportunities, then choose a specific improvement to test over the next month.
Hands-on exercise & output
Present a complete deal strategy, CRM action plan and 30-day sales improvement plan.
Integrated assignment
Execute an outreach-to-close sales simulation and produce a playbook covering targeting, discovery, qualification, proposals, objections, negotiation and follow-up measures.
Delivery & methodology
Format
Part-time professional training
Attendance
Face-to-face · Live online
Location
Dubai / UAE for face-to-face cohorts; online attendance available
Timing
Session hours, timetable, venue and cohort availability are confirmed in joining instructions.
- Pre-course needs and learning-goals assessment
- Facilitated theory and professional concepts
- Guided demonstrations, case analysis and hands-on exercises
- Application to workplace decisions, with discussion and feedback
- Post-course learning review and a personal application plan
Assessment & application
Before
Identify your role, experience, priority objectives and a workplace task you want to improve. Record a baseline confidence rating with an example of current capability.
During
Review module exercises for accurate use of the method, evidence supporting decisions, relevance to the case and clarity of the completed output. Use facilitator and peer feedback to refine the work.
After
Compare the completed assignment with your initial objectives. Explain the decisions made, identify remaining gaps and record the next practical steps.
Workplace transfer
Create a personal 30-day application plan with a defined action, target date, required support and an observable success measure. This is a participant follow-through plan; ongoing coaching is scoped separately.
Frequently asked questions
How does the program strengthen the complete sales process?
It works from account research and prospecting through consultative discovery, value-based persuasion and objection handling to negotiation and pipeline discipline, tested with realistic sales simulations.
Are simulations used?
Yes. Realistic sales simulations let you adapt the message and secure next steps with feedback.
Are the dates confirmed?
Dates, delivery format and places are confirmed by TIH before any booking is finalized. Use the enquiry option to check the next available cohort.
