Relationship selling training teaches sales professionals to win and keep business by building trust with buyers rather than competing on price alone. The 3-day (24-hour) program covers effective communication, a customer-centric approach, sales techniques, building trust and managing customer relationships. Bodhih delivers it in person or live virtual, including NLP-based sessions on handling self and others.
- Standard duration: 3 days (24 hours), customisable to your needs
- Delivered in person at your location or as live virtual sessions
- Designed with the ADDIE model and evaluated for behaviour change
- Offered by Bodhih since 2008 to 2,000+ organisations across 7 regions
Where and how: relationship selling training as an in-person workshop in Bengaluru, Mumbai, Delhi NCR, Gurugram, Hyderabad, Chennai, Pune, Kolkata, Ahmedabad and Jaipur; as a live online course; or delivered overseas in Dubai, Singapore and across the Middle East, Asia and Africa.
Last reviewed by Siddharthan VGJ, Founder · Bodhih Training, Bengaluru
Relationship selling, Relationship selling definition
Relationship selling definition is to leverage the relationship between the buyer and seller more than the price or value of the product or service.
What is the premise for Bodhih’s workshop for Relationship Selling and Sales Management?
Relationship Selling is an increasingly growing segment of overall sales opportunities today. Along with consultative selling and social selling, Relationship Selling is a set of valuable cultivated skillset that works to understand the psychology of the buyer, the marketplace and the entire buyer process. The importance of this method is that there is a higher degree of satisfaction when the buyer and seller understand a specific need as against, just pushing individual agendas and numbers.
That is what differentiates Relationship Selling from transactional selling where the emphasis is only short term and not on the strategic value that is being exchanged. The primary goal of this method is to embrace the total customer (and not only the present-day needs) psychology and make regular assessments on how well those long term, strategic, high value needs are being addressed.
What are the two elements of this model?
At Bodhih, Relationship Selling process workshops talk about understanding the concept (and details) of the paradigm in Sales Effectiveness and its critical success factors.
What does Bodhih’s techniques program cover?
It explores existing mindsets by a self-audit. The participants are able to clearly identify their strength and weakness by examining their current working styles, behaviour and class feedback. Through videos and facilitator led presentations, the learners start to develop an openness towards newer ways of doing things thereby increasing productivity within the given constraints. The trainer debrief brings the issues of change management and also the key responsibilities, key skills and key activities in focus.
Starting off with facilitator led presentation and group discussions, Bodhih’s Relationship Selling program asks participants to work through the dimensions and guidelines of corporate sales and management – especially the funnel planning and strategy.
What are the points covered in the Bodhih’s workshop around this approach?
Learners through individual activity and insightful analysis (relationship Vs value matrix) appreciate the concepts of targets for specific accounts, and mapping accounts by value. The group discussion allows learners to focus as a sales manager would in building his or her own territory and also to identify the scope of function and sales activities. In a high energy session, participants are taught to develop the markets by nurturing accounts, and engagement at different levels, by understanding and reaching the MAN (Money, Authority and Need). This session focusses on market intelligence and competitor activity as well.
Critical skills managed under relationship selling training are understanding Time management, prioritizing and planning.
Through group activity, and facilitator led discussions, the participants are taken through the Time-Jar concept. The group is familiarised with the importance of taking responsibility and integrate task prioritization, scheduled commitments and bring them in to a weekly calendar. The relevance and application of the Pickle – Jar concept is made apparent at this stage.
Bodhih’s facilitators are seasoned professionals who create linkages between skills picked up in the workshops and then to apply them in participant’s current roles. This is done through specific illustrations and analogies and is true for the next session at the Relationship Selling process training – key elements of Micro sales model.
Relationship selling skills session uses class exercises, videos and facilitator presentations to detail out the entire Sales process. The ONROC model is explained with examples: O (Opening or rapport building), N (Need analysis or probing), R(Remedy), O (Objection handling techniques) and C (closing techniques). The participants work through individual discussions, role plays and debriefs to grasp the sales steps, the solution centred approach, the value proposition, approaching resistance, and effective closure techniques.
At Bodhih, Relationship Selling program is a popular session that is part of a larger Sales skills training suite.
The session draws richly from research done on leading edge Relationships and also individual motivation styles and positive psychology.
The heart of the Relationship Selling definition in an organization lies in the insightful session that highlights handling self and others through the NLP technique.
This section, delivered through facilitator presentation, video and also individual assessments is about “Know Thyself” by mapping dominant personality style (observation template) and thereafter using the style flexing template (mapping your personality to suit client’s personality). Learners work to practice the win-win outcomes driven negotiation style and learn the finer points of communicating with different personalities through a trust-building approach.
How would you gain from Relationship Selling process workshop at Bodhih?
Bodhih customizes its Relationship Selling process sessions along the ADDIE model. Workshop experiences are analysed, designed, developed and delivered that are solution focused and include a range of blended training pedagogy such as role plays, group exercises, self-assessment tools, management games, individual activities, videos, case studies, facilitation, discussions and more.
In addition to the ADDIE model, the Relationship Selling benefit sessions takes advantage of the experiential adult-learning process of concrete experience – reflective observation – abstract conceptualization – active experimentation.
The edge in Bodhih’s Relationship Selling techniques programs comes from researched industry learnings, current best practices and academic insights. The workshop takeaways ensure that learnings are grasped and applied at all levels within a company and its individuals. The long-term benefits are to institutionalise Relationship Selling by embedding relationship Vs value matrix, key account mapping, handing self and others through NLP techniques, and understanding the moments that matter intrinsic to a buyer journey.
What is Bodhih’s promise on Relationship Selling Effectiveness workshops?
Managers across industries and functions and executive level participants who have attended Bodhih’s sessions on Relationship Selling talk of the changed individual and team behaviours, namely, how team members have embraced positive communication and objection handling by learning the nuances of defusing a difficult situation that turns objections into opportunities, and also maximizing the client’s perceived needs.
Training Design Document: The Art of Relationship Selling
Introduction
This Training Design Document outlines the curriculum and structure for the training program titled “The Art of Relationship Selling.” This program is designed to equip sales professionals with the skills, strategies, and techniques required to build and maintain long-lasting customer relationships, ultimately driving sales success.
Training Objectives
- 1. Understand the Principles of Relationship Selling: Participants will grasp the fundamental concepts and principles of relationship-based selling, recognizing its significance in the sales process.
- 2. Effective Communication Skills: Develop strong interpersonal and communication skills necessary for building trust and rapport with clients.
- 3. Customer-Centric Approach: Emphasize the importance of understanding and addressing customer needs and preferences.
- 4. Sales Techniques: Master various sales techniques, such as consultative selling, relationship-building, and objection handling.
- 5. Building Trust: Learn how to build trust through integrity, transparency, and consistency.
- 6. Managing Customer Relationships: Gain strategies for nurturing and managing long-term customer relationships for repeat business and referrals.
Training Content
01Introduction to Relationship SellingModule 1+
02Effective CommunicationModule 2+
03Customer-Centric ApproachModule 3+
04Sales TechniquesModule 4+
05Building TrustModule 5+
06Managing Customer RelationshipsModule 6+
07Introduction to Relationship SellingSession 1 · 2 hours+
– Welcome and Introduction (15 minutes)
– Trainer introduction
– Participant introductions
– Understanding Relationship Selling (30 minutes)
– Definition and key concepts
– Advantages of relationship-based selling
– Relevance in contemporary sales
– Break (15 minutes)
– Comparison with Transactional Selling (30 minutes)
– Differentiating relationship selling from transactional selling
– When to apply each approach
08Effective CommunicationSession 2 · 2.5 hours+
– Communication Skills (45 minutes)
– The importance of effective communication
– Developing active listening skills
– Practicing empathy in sales interactions
– Non-verbal Communication (45 minutes)
– Understanding the impact of body language
– Using non-verbal cues to enhance communication
– Break (15 minutes)
– Communication Role-Play (45 minutes)
– Participants engage in role-play exercises to practice effective communication.
09Customer-Centric ApproachSession 3 · 2.5 hours+
– Customer Profiling (45 minutes)
– Identifying and segmenting target customers
– Creating customer profiles
– Needs Analysis (45 minutes)
– Techniques for uncovering customer needs
– Addressing customer pain points
– Break (15 minutes)
– Customer-Centric Selling (45 minutes)
– Shifting from a product-centric to a customer-centric approach
– Role-play scenarios focusing on customer-centric selling
10Sales TechniquesSession 4 · 3 hours+
– Consultative Selling (60 minutes)
– Mastering the consultative selling approach
– Becoming a trusted advisor to clients
– Handling Objections (60 minutes)
– Strategies for handling objections professionally and empathetically
– Common objections and responses
– Lunch Break (45 minutes)
– Closing Techniques (45 minutes)
– Various methods for effectively closing deals while maintaining customer trust
– Role-play exercises on closing techniques
11Building TrustSession 5 · 2 hours+
– Building Trust (45 minutes)
– The importance of trust in sales relationships
– How trust impacts sales success
– Integrity and Transparency (45 minutes)
– Cultivating trust through honesty and transparency
– Case studies on ethical sales practices
– Break (15 minutes)
– Trust-Building Workshop (15 minutes)
– Group discussion and sharing of trust-building strategies
12Managing Customer RelationshipsSession 6 · 2.5 hours+
– Nurturing Relationships (45 minutes)
– Strategies for ongoing customer engagement and relationship-building
– Personalized approaches for different clients
– Customer Retention (45 minutes)
– Techniques for retaining customers and generating repeat business
– Case studies on successful customer retention
– Break (15 minutes)
– Leveraging Customer Relationships (45 minutes)
– Encouraging referrals and recommendations from satisfied clients
– Role-play scenarios on leveraging customer relationships
13Assessment and ConclusionSession 7 · 1.5 hours+
– Quizzes (30 minutes)
– A brief quiz to assess comprehension of key concepts
– Role-Play Evaluation (30 minutes)
– Participants engage in role-play scenarios to apply relationship selling techniques.
– Wrap-Up and Conclusion (30 minutes)
– Review of key takeaways
– Participant feedback and Q&A
Training Methodology
Assessment
Training Resources
Duration
– Training Duration: 3 days (24 hours)
Target Audience
– Sales professionals, account managers, and anyone involved in sales or client relations.
Conclusion
“The Art of Relationship Selling” training program is designed to empower sales professionals with the skills and knowledge necessary to excel in the dynamic world of sales. By mastering the principles of relationship selling, participants will not only drive sales success but also build long-lasting and mutually beneficial customer relationships. This program is structured to foster a customer-centric approach, effective communication, trust-building, and sales techniques essential for achieving sales excellence.
Training Session Plan: The Art of Relationship Selling
Training Objectives
By the end of this training session, participants should be able to:
1. Understand the principles of relationship-based selling and its relevance in modern sales.
2. Develop effective communication skills, including active listening and empathy.
3. Recognize the importance of a customer-centric approach in building trust and rapport.
4. Apply consultative selling techniques to address customer needs effectively.
5. Handle objections professionally and ethically.
6. Learn strategies for closing deals while maintaining customer trust.
7. Cultivate trust through honesty and transparency.
8. Gain strategies for nurturing and managing long-term customer relationships for repeat business and referrals.
Additional Resources
– Training materials, including manuals and handouts.
– Access to trainers for post-training support and guidance.
Note
This session plan is designed for a 3-day (24-hour) training program, with each session building upon the knowledge and skills acquired in the previous sessions. The inclusion of role-play exercises and case studies ensures practical application and real-world relevance.
Sample training plan: 3-day hands-on design
This three-day program moves sellers from chasing single orders to building relationships that grow accounts year after year. Each participant brings one key account and works on it throughout. They audit their current style, map accounts by relationship strength and value, find who holds money, authority and need, build trust at several levels, handle tension in long relationships, read market and competitor signals and plan their funnel and territory. The capstone is a quarterly relationship review with a multi-level client team.
Participants can audit their selling style, map their accounts by value and relationship, and pick where to invest.
- 09:30–10:00The relationship webEnergiser
- 10:00–11:00Lost and grownDiagnostic
- 11:15–11:45Relationship versus transactionConcept burst
- 11:45–13:00Relationship and value matrixBuild sprint
- 13:45–14:45Who really decides?Case clinic
- 14:45–15:30Map my key accountBuild sprint
- 15:45–16:45Curiosity before the pitchSkill drill
- 16:45–17:30Three gaps to closeReflection
Participants can engage users, influencers and decision-makers in an account and handle tension without losing trust.
- 09:30–10:00Name and nuggetEnergiser
- 10:00–11:00Different levels, different conversationsRole-play
- 11:15–12:15Trust is built in small promisesBusiness game
- 12:15–13:00Bringing insight, not just updatesBuild sprint
- 13:45–14:45When the relationship is testedRole-play
- 14:45–15:30Market and competitor signalsGroup challenge
- 15:45–16:45Reaching the missing contactReal-play
- 16:45–17:30Trust auditReflection
Participants can plan their funnel and territory, run a relationship review with a client team and commit to a 12-month account plan.
- 09:30–10:00Headline from the clientEnergiser
- 10:00–11:00Funnel and territory planningBuild sprint
- 11:15–12:15Twelve-month account planBuild sprint
- 12:15–13:00Prepare the reviewPeer coaching
- 13:45–15:15The quarterly relationship reviewSimulation
- 15:30–16:30Review debrief and replayFeedback round
- 16:30–17:30Ninety-day relationship commitmentsAction planning
Every session’s activity, timings, outputs and materials, plus pre-work, a 90-day reinforcement plan and how impact is measured. Free, emailed to you instantly.
Recommended: 3 days in person (24 hours, 09:30–17:30), or 6 × 4-hour live virtual sessions over three weeks, plus a 90-day key account follow-up. A sample design: every Bodhih program is customised after a short needs analysis.
How long is relationship selling training?
The recommended design is three days in person, 24 hours from 09:30 to 17:30 each day, followed by a 90-day key account follow-up. It also runs as six live virtual sessions of four hours each over three weeks. A two-day version keeps the core practice.
What activities are included in relationship selling training?
Participants work on one of their own key accounts across all three days. They build a relationship web, map accounts on a value matrix, find who holds money, authority and need, play a year-long trust game, handle tense moments with loyal clients and finish with a quarterly relationship review played by a client team.
Frequently asked questions
What is relationship selling training?
Who is the Relationship selling Training program for?
Sales professionals, account managers, and anyone involved in sales or client relations.. Bodhih tailors the examples, case studies and depth to your industry, culture and team level.
How long is the Relationship selling Training program?
The standard program runs 3 days (24 hours). Bodhih can shorten or extend it to fit your goals and schedule.
Can Relationship selling Training be delivered online?
Yes. Relationship selling Training can run in person at your location, as live virtual sessions for distributed or hybrid teams, or as a blended journey that adds self-paced learning on Bodhih.org between sessions.
How is the impact of Relationship selling Training measured?
Success measures for Relationship selling Training are agreed with you before design, as part of the ADDIE model. Bodhih can add pre- and post-program assessments on AssessAll and manager check-ins to track behaviour change.