PRACTICAL ONE-DAY WORKSHOP
Sales Training for B2B Technical Teams
Helping salespeople move beyond product explanation — by asking better questions, uncovering real customer needs, communicating value clearly, and reducing unnecessary discounting.
A practical, customized one-day workshop built around your team’s real customer conversations.
Former Hilti Marketing Director · 12+ Years B2B Commercial Experience
Sales · Marketing · Learning & Development
Product knowledge is not always the problem.
Many technical sales teams already understand their products well. But customers may still not see the full value if the conversation moves too quickly into features, specifications, price, or discounts.
The real challenge is often not what the salesperson knows — it is how the customer conversation is structured.
This often shows up in four ways:
01
Product-first conversations
Salespeople may explain features before fully understanding the customer’s situation.
02
Weak discovery
The real need behind the first request may stay hidden if the right questions are not asked.
03
Value gets unclear
Technical benefits do not always translate into clear customer value.
04
Price pressure increases
When value is not connected clearly, the conversation can quickly shift toward discounts.
A practical workshop for better customer conversations.
This one-day workshop gives sales teams a simple, practical, and repeatable approach they can use in real customer meetings.
The focus is not theory-heavy training. The focus is practice, realistic examples, guided feedback, and practical application.
The goal is to help the team leave with a conversation structure they can apply immediately in real customer meetings.
What the team will practice
✓ Opening conversations with confidence, relevance, and curiosity
✓ Asking better discovery questions
✓ Understanding the real need behind the first request
✓ Connecting technical features to customer value
✓ Handling objections and price pressure more confidently
✓ Agreeing clear next steps with customers
The 4-Step Sales Conversation Approach
01
Positive Opening
Start with confidence, relevance, and curiosity.
A simple structure salespeople can use to open conversations well, uncover real needs, and present value clearly.
02
Asking Better Questions
Use open and closed questions to understand the customer’s situation.
03
Uncovering the Real Need
Clarify the need behind the first request and probe deeper.
04
Presenting Value Clearly
Translate technical features into customer-relevant value.
VIDEO INTRODUCTION
Watch the thinking behind the workshop
In this short video, I explain why strong technical product knowledge is not always enough. The real difference often comes from how the customer conversation is structured — how the salesperson asks questions, uncovers needs, explains value, and moves the conversation forward.
Prefer the written version? Request the workshop overview.
Designed for real application, not just classroom learning.
The workshop is structured around what happens before, during, and after the training — so it feels relevant to your team and easier for managers to reinforce.
01
Customized Before
Before the workshop, I speak with your sales leader to understand your customers, objections, sales challenges, and real examples from the field.
Outcome: The examples and role plays feel relevant to your team’s reality.
02
Practical During
The workshop uses short theory inputs, realistic exercises, guided practice, and group feedback to apply the 4-step approach.
Outcome: Participants practice in a safe, structured environment.
03
Reinforced After
Sales managers receive simple tools and one follow-up session to help the team continue applying the learning after the workshop.
Outcome: Learning continues during regular sales meetings.
What the one-day workshop looks like
A structured day combining short theory inputs, guided practice, realistic customer scenarios, and reflection.
09:00 – 09:30
Welcome & Sales Context
Set the tone for the day, align expectations, and connect the workshop to the team’s real sales environment.
09:30 – 10:45
Positive Opening & Conversation Structure
Practice how to open customer conversations with confidence, relevance, and curiosity.
11:00 – 12:30
Asking Better Questions
Use open and closed questions to understand the customer’s situation, priorities, and challenges.
13:15 – 14:30
Uncovering the Real Need
Practice clarifying the need behind the first request using realistic customer scenarios.
14:45 – 16:00
Presenting Value Clearly
Translate technical features into customer-relevant value and handle objections more confidently.
16:00 – 17:00
Reflection & Reinforcement Plan
Capture key learnings, agree next steps, and prepare how managers can reinforce the behavior after the workshop.
The manager becomes the reinforcement system.
A sales workshop creates awareness, practice, and a shared language.
But the behavior only starts to stick when managers continue asking the right questions after the workshop — in sales meetings, discount approvals, pipeline reviews, and field coaching conversations.
That is why the workshop includes simple reinforcement tools managers can use after the session.
Manager Reinforcement Pack
✓ Sales conversation observation scorecard
✓ Field coaching reflection sheet
✓ Weekly sales meeting discussion prompts
✓ Discount approval coaching questions
✓ Follow-up session to review application and progress
Built for teams that sell technical solutions.
This workshop is designed for businesses where sales conversations require more than a quick product pitch.
It is especially useful when your team needs to understand the customer’s situation, explain technical value clearly, handle objections, and move opportunities forward without relying too heavily on discounting.
Best fit for teams that…
✓ Sell B2B products, services, or engineered solutions
✓ Have salespeople, sales engineers, or technical commercial teams
✓ Deal with customer objections, price pressure, or long decision cycles
✓ Need to improve discovery, value communication, and follow-up discipline
✓ Want practical training connected to real customer conversations
Not ideal for: purely transactional retail sales or teams looking for motivational training without practical application.
TRAINER PROFILE
Led by Rehan Arif
I bring 12+ years of B2B commercial experience across sales, customer service, learning, trade strategy, and marketing leadership.
My work has included frontline sales management, regional trade marketing, corporate learning and development, and most recently Marketing Director for Hilti Saudi Arabia.
Today, I am building RA Learning Solutions to help technical and commercial teams improve the quality of their customer conversations and turn practical learning into daily sales behavior.
12+ Years B2B Commercial Experience
Sales, customer service, learning, trade strategy, and marketing leadership.
Former Hilti Marketing Director
Leadership experience across UAE, Liechtenstein, and Saudi Arabia.
Techno-Commercial Background
Electrical engineer with executive business education from IMD Lausanne.
Interested in improving your team’s customer conversations?
Request the workshop overview or book a short discussion to explore whether this training is relevant for your team.
Practical sales training for B2B technical and commercial teams.