Conceptual Selling

Conceptual Selling® helps salespeople to have purposeful sales conversations and achieve win-win outcomes.  


To maintain a highly-competitive sales force, every interaction with customers must be conducted to either move an opportunity forward or improve the relationship. This programme enhances how salespeople execute in all of their interactions with customers, whether a scheduled multi-attendee meeting or an impromptu one-to-one.

Anytime a salesperson meets with a customer there are two processes happening simultaneously. While salespeople have typically been trained to focus on the selling process, from the customer’s perspective there is also a buying process that must be recognized and understood.

Solving this misalignment between these two processes is an outcome of Conceptual Selling® Customer-Focused Interactions.

There is no such thing as one-size-fits-all solutions or value propositions for customers. The only way to understand what will help you win is to ask the right questions and listen. This programme provides the simple, repeatable structure that should be considered essential for anyone who interacts with customers.

Conceptual Selling® Customer-Focused Interactions supports organisations in their efforts to:

  • Execute against a plan to be a more customer-focused organisation.
  • Differentiate your sales team against competition.
  • Professionalise your sales force.
  • Engage cross-functional departments in your customer management strategy.
  • Eliminate non-productive customer meetings.
  • Ensure opportunities are advancing toward closed business with every interaction.
  • Strengthen customer relationships.

Targets and usages

Enable salespeople to:

  • Plan for every customer interaction to ensure productive use of salesperson’s and customer’s time.
  • Conclude every meeting with clear actions for both sides to ensure the opportunity continues to move forward.
  • Ask questions that will uncover critical information.
  • Add discipline to customer meetings to be client focused and results oriented.
  • Identify and align the selling process with where the customers are in their buying process.


    This programme is right for any member of your team who regularly interacts with customers and prospects. This could include salespeople, account managers, business development, sales support, engineers, senior leadership and customer service.


    DAY 1

    Conceptual selling, meeting workshop, buying and selling process, elements of conversation-opening, joint venture sales method, workshop


    Concept of purchase influencers, workshop, "Green words", the compelling business reason, workshop, special commitment, workshop, credibility, workshop: tasks for the evening, overview day 2

    DAY 2

    Questions day 1 and overview day 2, gathering information, excellent communication, question types


    Providing information, differentiation workshop, unique strengths, workshop


    Effecting obligation; commitment issues; workshop; basic problems; workshop; debriefing


    Green sheet group work; implementation; program evaluation; wrap up and end


    "I finally understand what it means to be customer focused and there is an execution plan to do it."



    The Miller Heiman Group Certified Sales Professional programme is advanced professional B2B training, based on the proven Miller Heiman Group Sales System® that will take your performance to the next level and elevate your status within the global sales community.

    You can select workshops according to your priorities and needs, or opt for the official and highly valued Miller Heiman Group Certified Sales Professional Certification, that can be obtained at any one of our European Sales Academies.

    Certification tracks have been specifically designed for individual sales roles.

    more information

    Dates & costs

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    Trainings between
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    27.03.18 - 28.03.18 ZurichCHGerman
    1695,- EUR

    08.05.18 - 09.05.18 MadridESSpanish
    1695,- EUR

    15.05.18 - 16.05.18 GrazATGerman
    1695,- EUR

    15.05.18 - 16.05.18 ParisFRFrench
    1695,- EUR

    07.06.18 - 08.06.18 FrankfurtDEGerman
    1695,- EUR

    07.08.18 - 08.08.18 FrankfurtDEGerman
    1695,- EUR

    11.09.18 - 12.09.18 AmersfoortNLEnglish
    1695,- EUR

    18.09.18 - 19.09.18 ParisFRFrench
    1695,- EUR

    25.09.18 - 26.09.18 FrankfurtDEGerman
    1695,- EUR

    27.09.18 - 28.09.18 MilanITItalian
    1695,- EUR

    16.10.18 - 17.10.18 ZurichCHGerman
    1695,- EUR

    23.10.18 - 24.10.18 GrazATGerman
    1695,- EUR

    30.10.18 - 31.10.18 LondonGBEnglish
    1350,- GBP

    08.11.18 - 09.11.18 FrankfurtDEGerman
    1695,- EUR

    11.12.18 - 12.12.18 FrankfurtDEGerman
    1695,- EUR

    11.12.18 - 12.12.18 ParisFRFrench
    1695,- EUR

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