The Art of Sales

Teaching the secrets you need to increase your sales

Most people are unaware of how much research has been done in the field of sales over the last 30 years. This research has identified the most common conflicts between customers and salespeople, and further study has produced effective ways of resolving them.

The Art of Sales teaches the skills needed to move customers from the "hesitation stage" of the sale to the "decision stage." Often, the most important steps in the sales process have nothing to do with your products or services; they're the interactions between the customer and the salesperson. During this interaction, each side tries to change the other's view of the situation. With the right training and experience, a salesperson knows the right response when the customer is in a hurry. He stays confident while the customer is still weighing the purchase. And the presence of a second "advisor" alongside the customer won't throw a skilled salesperson. These are just a few of the most common obstacles a salesperson has to get around, and handling them properly is what most clearly separates an amateur from a veteran.

Institutional sales, to technology plants and high-tech companies, come with their own unique obstacles. Sealing the deal in these cases can be a long process, sometimes requiring years of negotiation before a contract is signed, and it calls for additional skills. Teams have to work with the decision-making units, identify potential business opportunities, communicate and follow up throughout the process, stand out from the competition, and put together proposals for their customers to consider.

These skills are often overlooked in companies' training programs today. Reading material is available, but it has to be researched before it can be passed on to employees, and when it is presented, it's usually in a "read-and-memorize" format. This workshop isn't about memorizing material. The Art of Sales creates a personal, emotional and cognitive connection between participants and the material by bringing real-life cases into the room and letting participants evaluate the techniques used at each step of the sales process. One of the most effective methods the workshop uses is intensive use of closed-circuit TV, which lets participants study and analyze realistic scenarios in numerous exercises.

To complement the closed-circuit TV exercises, The Art of Sales introduces the "Change in Marketing" technique, which builds the essential skill of moving from an intuitive approach to the systematic selling approach today's marketplace demands. We do this through three workshop modules:

1. "The Art of Matching" teaches the move from a purely declarative approach of statements and presentations to one of listening and caring, in the ways that work best for the customer.
2. "The Drive to Close" combines procedures and techniques that are essential in sales negotiations. These skills, introduced on the second day of the workshop, are among the most overlooked in today's marketplace.
3. Changing behavior patterns that show up in conflict situations. Our first reactions often lead to a negative result, so we bring Transactional Analysis, the work of Dr. Eric Berne, into the workshop as a solid foundation for this behavior-change module.

If these goals aren't achieved, the workshop will fail.

The Peled Technique tackles these challenges in a unique, original and pioneering way.

The Art of Sales is led by Izhak Peled, an instructor with more than 30 years of sales experience in this demanding marketplace. Drawing on his background in sociology and psychology, he shares his deep knowledge of the field in a structured, well-organized teaching style.