Counselor Salesperson

Going to market with unique, high-quality products and services is no longer enough to create a sustainable advantage. Succeeding in today’s no-nonsense business environment requires a sales force that can respond to customers’ business needs, priorities, and interest better than the competition. That means that salespeople must be able to quickly discover and understand the business issues related to strategy execution. And it all begins with a consultative selling approach – working closely with customers to solve real business problems

Program Overview

Developed and researched by Wilson Learning. The Counselor Salesperson (CSP) is a proven program that will make your salespeople more effective. It helps develop the critical skills, knowledge, tools and processes, measurement and feedback systems, and management commitment that your sales force needs to capitalize on the benefits of a consultative sales process.

CSP is built around a 4-step consultative selling approach that helps salespeople transition from simply making transactions to solving real business problems. Participants discover that having a different attitude, or a Counselor Mindset, is the first step towards building long-term, win-win customer relationships.

Relating skills offer salespeople a way to effectively manage interpersonal relationships and customer tension within the sales process.

Discovery skills help salespeople understand customers’ needs, motives, and buying conditions as a prerequisite to creating and presenting a solution.

Advocating skills focus on delivering sales presentations that clearly link product recommendations to the needs of the customer.

Supporting skills offer salespeople an opportunity to truly differentiate themselves in the eyes of the customer. The program explores the risks and rewards of post-sale activity, helping salespeople maximize the potential for customer retention and growth.

Enabling Improved Performance

CSP features various performance application, reinforcement, and support tools. These additional learning components – application exercises, job aid cards, implementation guides, electronic reinforcement tools, performance checklists – ensure that salespeople can hone newly acquired skills and behaviors upon returning to work. Involving sales managers early on, and training them to coach for improved performance, is also fundamental to a successful CSP implementation.

Measurement and Management

The Customer Relationship Inventory (CRI), a research-based measurement instrument, allows salespeople and their managers to gain valuable insight from their customers’ perspectives. The CRI instrument uncovers what customers really think about an organization’s sales force. This concrete, real-world feedback motivates sales people to perform, and acts as a blueprint for creating individual, group, and organizational development plans. The use of the CRI will provide participants with the opportunity to:

  • Gain valuable insight into customer’s perceptions.
  • Assist in focusing positive developmental activities in areas of perceived weakness in the sales process.
  • Increase their motivation to learn new skills to improve selling behaviors.

This feedback can increase a salesperson’s motivation to improve selling behaviors, and focus on activities in areas of perceived developmental need.



  • Plan responses to buyer expectations for sales contacts.
  • Open sales calls in a way that communicates empathy.
  • Build credibility throughout the sales process.


  • Ask effective questions; listen with a focus on the buyer
  • Identify buying motives, buyer roles, and buying conditions.
  • Verify and confirm sales opportunities with buyers.


  • Make effective presentations.
  • Recommend solutions with benefits to buyers.
  • Effectively respond to buyer resistance.


  • Apply four skills that support ongoing buyer relationships: support the buying decision, manage the implementation, deal with dissatisfaction, and enhance the relationship of future business.
  • Appreciate the difference in expectations between buyers and salespeople immediately after the close of the sale.

Program Details

Session Length: Three Days

Participants Materials: Participant guide, feedback booklet, job aid card, salesperson tool kit, and call planner.

CSP is made up of distinct, yet integrated, core modules delivered in a class room environment or a combination of conventional and electronic delivery, please contact Strategic Enhancement Group, Inc. at (630) 377-4300 or (888) 668-9382.


In most implementations, Strategic Enhancement Group, Inc. will partner with your organization to measure the initial behavioral changes and business results. We have a common interest in making sure that CSP brings the results you seek. We are committed to helping you succeed. And we will work with you to set up measurement systems to help move the desired change forward and sustain the momentum of your implementation.

This offering, like all others from Strategic Enhancement Group, can be customized to reflect you environment and business priorities. Please contact Strategic Enhancement Group, Inc. at (630) 377-4300, (888) 668-9382 outside of IL or Online.

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