Sales for non-sales
In many B2B companies, deals are decided in conversations led by people who do not see themselves as salespeople: engineers and R&D, presales and bid teams, project managers and delivery teams, marketing, finance, private bankers, credit analysts, consultants. They have technical credibility. What they often lack is a way to steer the conversation towards a decision.
This is what we call sales for non-sales. Not everyone is a salesperson, but everyone should have a commercial ear.
An expert rejects anything that looks like a sales technique. Scripts, “closing” tricks and generic role-plays confirm the idea that selling is not for them. We start from the opposite: their cases, their demand for rigour, and what they already do well with their clients.
One or two days, usually not back to back: in between, participants apply what they learned to their own cases, and we start again from what they experienced. In small groups, on site in Belgium or abroad, remote or hybrid, in English, French or Dutch.
Engineering firms and consultancies, IT and telecom companies, private banks, industrial and pharmaceutical companies: wherever the expert is the person the client listens to. Clients include Engie, BPC Group, Epsan, Sirris and Worldline. For sales teams, see our B2B sales training.
No, it is the starting point. The goal is not to turn them into sellers, but to make them more effective in the conversations they already have.
Yes, and it often helps: each understands the other’s role in the deal better.
Enrich Conversations, Value Drive and Negotiate Smart, adapted to the participants’ line of work.
Yes, that is exactly what this training is for. It is aimed at experts who deal with clients without holding a sales title: engineers and R&D, presales, project managers and delivery teams, marketing, finance. It starts from their own client situations, with no scripts or closing techniques, and gives them a commercial ear: spotting an opportunity, uncovering the real need, translating their expertise into value for the client.
Yes, and that is often where the gain is greatest. A project manager negotiating a change of scope, an R&D manager dealing with a partner, a finance manager discussing payment terms: each of them has to reach agreements with the people around them. Our Negotiate Smart module is open to them, as it is to salespeople and buyers. See our sales negotiation training.
Discover our methodology
Let’s talk about your experts and the conversations they have with your clients. Contact us for a first 30-minute conversation.