Our Golden Rings sales training methodology

We believe our approach to sales training is unique. That's because we have seen and been a part of many sales training courses ourselves and now use vastly improved techniques and a new and more personable interactive approach to sales training compared with our competitors. Our Golden Rings methodology is interwoven across our course portfolio and overcomes the old, ineffective and traditional approach with new and innovative sales training methods.

Ring 1: The Engagement

The first crucial stage of our Golden Rings methodology is to set up the call or meeting in the right way so your contact is looking forward to (and psychologically accepted that they are going to have) an exchange of information for personal and organisational gain.

You’ll need to develop rapport, give the contact a reason to want to have the conversation with you, and help them understand the need for an exchange of information (as opposed to a one way delivery).

Building a relationship Trans

Key engagement skills

- Getting through to the right person
- An energetic introduction
- Getting the contact in a positive frame of mind
- Capturing their attention and interest
- Checking what time they have and motivating them to answer your questions




Ring 2: The Investigation

“Seek first to understand before you seek to be understood.”

During The Investgation stage you must find out everything you need to be able to positively progress the sales opportunity. Only in a perfect world would you be able to find out everything in one sitting or call so you’ll need to glean enough to make good decisions straight away. And the more you can investigate before you respond, the better and more effective your response is likely to be.

Knowing what you need to find out only takes you halfway. Knowing the right questioning and conversation techniques will ultimately define your success.

Key investigation skills 

The ability to effectively assess

- The current situation (facts and figures about them, their team, their organisation)
- Aspirations (where do they want to be? where do they want to move away from?)
- Constraints/barriers (what’s stopping them? what issues do they have? what problems to they need to solve
- Authority (who has the authority? what might stop it going ahead? when do they want to see the benefits?)


Ring 3: The Alignment

The Alignment stage positions your product or service in light of what you have found out during The Investigation stage. Great proposal writing skills and/or great presentation skills are part of this, but if you don’t know what you’re aligning to, your presentation skills are wasted. Business to business selling is not about pitching and hoping, it’s actually about positioning. Whilst there is a place for features, advantages and benefits, they only have value if the contact can see and understand how this solution, service or idea will help them.

Key Alignment skills:


- The ability to conduct a great investigation and alignment of products or services

- The ability to deliver a compelling alignment presentation in terms of structure, content and style


Ring 4: The Negotiation

Once The Alignment stage is complete (you’ve presented your idea/service/solution), your contact may want to vary the proposal to suit their circumstances. This is often financial, but also may relate to timescales, locations, product/service sets as well as a host of other variables. You’ll need to make sure that both parties are happy with the outcome and are ready and able to move forward.

Key negotiation skills:


Negotiation- Objection handling

- Negotiating while making the customer feel good about their decision making

Ring 5: The Commitment

A successful and effective Commitment Stage sees the contact taking acton in the way and at the time you have agreed. Gaining commitment from your contact is not just something that happens at the end of the sales cycle, it happens throughout the process. You need commitment at each stage before you can move on to the next. The final commitment rests on every stage falling into place. Most conventional closing techniques are simply inappropriate in today’s business to business communications.

Key Commitment skills: 


- Making moving to the next stage (fulfilment) of the process a comfortable and sensible thing for the contact to do

- This relies on a variety of techniques but the ultimate commitment to go ahead with the investment should be a simple step for the contact to make.


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Learn more about our unique sales training methodology. Contact our team to find out more today.