Sales Optimization: Tools, Habits, Process for Greater Sales Success

Integrated Sales Training

Most companies follow a standard sales training model – they implement sales processes, platforms, and methodologies, and their sales representatives are trained on territory management and/or armed with basic sales skills. The result is a pipeline generation process that may be reasonably successful at performing client follow-ups and creating a steady influx of new prospects. That model equips company salespeople with the “What To Do” part of the process; however, what is often missing is the “How To Do It.” In most cases, while experts at selling, the salespeople are missing the habits, tools, and job aids that maximize the portion of the sale after prospecting. This is a key to closing more deals, faster, and at higher margins. 

SNI’s Corporate Sales Training program takes our clients’ existing sales platform and incorporates our systematic process and approach. This creates an arena where companies are able to enhance the ROI on the existing sales methodology, and gives organizations an option where salespeople are able to continue utilizing a process with which they are comfortable.

SNI’s Systematic Approach to Sales

The following is the systematic approach we implement in order to maximize the effectiveness of your salespeople. It can either become your standalone sales process or add value to your existing sales process. Unlike many corporate sales training programs, our approach, habits, and tools are integrated into the sales process, ours or yours. Many of our clients refer to this program as Sales Optimization.

Sales Training

Prospecting: Ideas could come from anywhere. And any good sales funnel needs plenty of prospects. Where do they come from? How do they become a lead?

Lead Qualification: Make contact. You have a prospect on the hook, but what is his/her value? How do you qualify them and make a good first impression?

Engage: This is the stage where you must listen, understand, position your product based on the potential customer’s need, and then overcome any objections. Ultimately, it comes down to “what is the potential customer trying to achieve, improve, or avoid? And how are you going to connect your product/service to it?”

Action: Maximize the “yeses” and minimizing the “nos.” That said, no is not the worst-case scenario – indecision and lack of action can waste time and resources that you could focus instead on a prospect more likely to result in success.

Support: Service, Over-Deliver, and Grow. Great salespeople service their clients well, over-deliver on what they sold, and grow their relationships. It is much easier to re-sell and grow existing clients than it is to sell new ones. Go above and beyond and become a trusted advisor, and you will rarely lose a client.

Evaluate: The best salespeople are constantly evaluating their own performance. How did I do? What can I learn? And, the best sales organizations figure out how to organize that information and leverage it across their sales team.

Sample Course Outline

Take a look at a typical sales training program

Our clients say we offer the best sales training programs as a result of our ability, as sales trainers, to integrate our content and tools into our client’s current training and processes, and leverage the existing skills of their salespeople in the most effective way possible.

How do we do it? Below is an example of one of our most requested sales training program structures. It was built to address the specific business needs of a client’s sales team.

Module 1

The Systematic Approach

This module introduces participants to SNI’s Systematic Approach to Sales, PLEASE (Prospecting, Lead qualification, Engage, Action, Support, Evaluate), as outlined above. Whether it gets bolted on to your sales process or it becomes your sales process, this module lays the groundwork for the rest of the program.

Module 2

Capturing Value and Making Trades

An effective sales professional knows how to succinctly demonstrate value by selling the benefits to the other party versus the product or service’s features. How persuasive and consistent is your sales team’s elevator pitch? Additionally, participants learn to make trades and capture an adequate amount of value in return for concessions they are being asked to make.

Module 3

Overcoming Objections

This module offers a series of techniques to handle potential customers’ objections. Additionally, answers to common company-specific objections are developed so that participants can successfully overcome them with confidence.

Module 4

Sales Tactics 

This module teaches participants how to recognize and respond to negotiation tactics by utilizing a three-step method. It also shows participants how to use tactics for their own benefit.

Benefits of SNI’s Sales Training:

    Here are just a few of the benefits that you can expect for your sales organization:

  • Learn how to build trust quickly with your potential customers
  • Improve your ability to position and capture value
  • Learn to better understand and leverage your alternatives
  • Internalize a series of techniques to overcome objections
  • Develop key probing questions to find out what your potential customers really want
  • Learn how to recognize and respond to various sales tactics
  • Learn how to keep progressing sales opportunities

Please note that our sales training is customized in every way: content, length, reinforcement options, etc. Contact us for a specific proposal based on your needs.


SNI is very proud of what our clients say about our sales training. Here are just a few examples of how we have helped take their companies’ sales to the next level:

“I went out on a great sales call with one of my reps today.  Before going in we did some pre-call planning using SNI’s PAID model and it really helped us put together our strategy.  We also were able to negotiate our way through various issues effectively and with confidence.  I think this was one of the best sales training’s we’ve ever had.  Not to use a cliché, but this training was truly a WIN-WIN for your company and ours.” 

–Sales Director,
ADP TotalSource

“The seminar put on by the SNI has already paid big dividends in my sales career…the seminar taught me many valuable techniques for improving my skills  in sales as well as helping my confidence and motivation.  One month after the seminar, I am close to reaching 50% of my sales goals for the entire year…the SNI session certainly gave me many good ideas and techniques for my sales career.”

–Director of Sales & Service,
New York Yankees

“SNI’s ability to identify the specific areas of skill gap and build a program that directly addressed those gaps is unmatched in my training experience.  That, coupled with the dynamic training events, has helped us to drastically impact the skill level of our sales force and make a measurable impact on our bottom line results this year.”

TEKsystems (A Division of Allegis Group)


Because of the close-to-the-bottom-line nature of our sales optimization program, SNI not only allows our clients to actively measure the impact of our training, we actually actively encourage it. We have absolute confidence in the results we can help our clients achieve. We partner with our clients to makes sure they are able to track the impact of our programs with concrete metrics. This includes participant reaction (measured with evaluations), behavior (measured through observation by the management team), and ROI, which is typically measured through Key Performance Indicators (KPIs).

Contact us for more information

Whether you are only considering implementing new sales training, you just want some advice or fresh ideas, or you are ready to completely overhaul your current program, give us a call or fill out the form below. Keep in mind we not only provide sales training, but also coaching, consulting on live deals, and motivational keynotes.

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