Core Selling Skills

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Core Selling Skills Programme

The essential skills for customer-centric selling.

For relatively new salespeople, or those who are transitioning to a sales role, success depends on engaging customers, building trust and rapport, uncovering their story and guiding them to a successful outcome, sometimes even within a single conversation.

3D Core Selling Skills (3D CSS) is a definitive programme designed to help build confidence and skills across the whole customer conversation. It equips team members to connect with more customers, uncover more opportunities, guide customers through their buying journey, and leave them with a positive impression that will drive loyalty, renewal and repurchase.

This modular course is based on more than 20 years of quantitative, qualitative and field-based sales research. It forms part of Imparta’s 3D Curriculum, which helps sales professionals to create, differentiate, protect, capture, deliver and expand value around the whole customer Buying Cycle. It also includes optional, in-depth modules on time & territory management, communication styles and mastering virtual presence.

This highly interactive programme will develop skills that stick thanks to a comprehensive set of applications and real-life exercises, tools and reinforcement techniques.

About Imparta’s 3D Core Sales Skills programme:


Inside the 3DCSS™ programme

Key training topics include:

  • Understanding why and how customers buy; guiding customers through the Buying Cycle.
  • Handling inbound sales enquiries and engaging customers when selling outbound.
  • Building rapport and trust; questioning and listening techniques; reducing customer effort.
  • Raising awareness around implicit and explicit customer needs.
  • Influencing customer behavior; managing sales objections; closing and asking for commitment; asking for referrals.


The 3DCSS™ programme has been shown to increase:

  • Success rates with outbound engagement.
  • Opportunity generation.
  • Conversion and win rates; quota attainment.
  • Contractual periods and average deal size.

Secondary benefits include:

  • More effective selling time and better prioritization of opportunities.
  • Shorten sales cycles thanks to increased customer advocacy.
  • A greater number of referrals.
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This programme has been designed for anyone new to a sales or sales-through-service role, as well as those with some professional experience but needing a refresher.

It is designed for both inbound and outbound sales roles, especially in a more transactional context.

Modules from this programme can also be used to refine core sales skills at any level of tenure.

Multiple formats

Formats and duration

  • 2 days instructor-led face-to-face workshop.
  • 4 ½-day instructor-led virtual modules.
  • Application tools, ‘nudge’ questions, and manager coaching toolkits.
  • Modular eLearning.
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Continue the learning journey

As a follow-on to this training, and depending on their interests and role, participants can continue their learning journey with the following Imparta programmes:

3D Creating Client Value

The CSS training was a smash hit, well presented with great materials. We’ve seen an immediate impact in the performance and confidence of our salespeople.

Sales Manager, Financial Service

Explore the modules


Why and How
Customers Buy

Impact: All

Recognise the fundamentals of why customers decide to buy (the Value Equation) and how they buy (the Buying Cycle). Use the Customer Conversation Model™ as an organising framework when interacting with customers.

Core Sales Skills
Core Sales Skills

Engage Me: Inbound

Impact: Number of Leads, Conversion rate

Establish genuine connections with inbound prospects, reducing tension, building trust, and setting the scene for effective business relationships.

Core Sales Skills
Core Sales Skills

Engage Me: Outbound

Impact: Number of Leads, Conversion rate

Leverage a range of social media techniques to connect effectively with potential customers. Use Insight, Influence and Trust to engage with customers and get them to agree to a longer conversation.

Core Sales Skills
Core Sales Skills

Understand Me

Impact: Conversion Rate; Average Deal Size

Use a wide range of question types to uncover a customer’s story, their needs and the criteria on which a selection will be made. Signpost and frame those questions to reduce customer resistance and create trust.

Core Sales Skills
Core Sales Skills

Guide Me

Impact: Average Deal Size; Win Rate

Guide and influence customers through each stage of the Buying Cycle up to the Commit stage. Lead them towards an appropriate decision and manage objections in an effective and ethical way.

Core Sales Skills
Core Sales Skills

Make it Easy for Me

Impact: Win rate, Share of Wallet

Make sure that the buying process is as simple and straight-forward for the customer as possible. Take proactive steps to reduce customer effort and create a strong and positive final impression before following through to ensure satisfaction.

Core Sales Skills
Core Sales Skills

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