Building Relationships
for Success in Sales (1 Day)
Behind every sale is a relationship. Whether you’re closing a deal, expanding an account, or simply trying to get a meeting, how well you connect often matters more than what you’re selling. This one-day workshop is all about sharpening the skills that turn conversations into connections – and connections into sales.
Drawing on timeless principles (think Dale Carnegie, the Johari Window, and the psychology of likeability) and mixing them with today’s best communication techniques, this course gives sales professionals the tools to build trust, influence decisions, and grow their networks with confidence.
What You’ll Learn:
By the end of the day, participants will be able to:
- Use the rules of likeability to open doors and build rapport
- Understand the seven key influences that shape relationships
- Apply the Johari Window to boost self-awareness and seek useful feedback
- Put Dale Carnegie’s classic ideas into action for modern sales success
- Master the art of communication — asking better questions, listening deeply, and aligning verbal and non-verbal messages
- Develop practical networking habits: from small talk to remembering names, to making an unforgettable first impression (yes, including the handshake)
Course Details
Prerequisites
None
Duration
1 Day
Type
- Face-to-face at ExecuTrain or on client premises
- Hybrid
- Online via Teams
Course Outline:
Introduction & Course Overview
You will spend the first part of the day getting to know the participants and discussing what will take place during the workshop. Participants will also have an opportunity to identify their personal learning objectives.
How to Get People to Like You
Participants will examine the twelve rules of likeability in small groups. The larger group will then reconvene to share and discuss their conclusions.
What Influences People in Forming Relationships?
There are seven main factors that influence people when forming relationships. During this session, we will cover what those influences are and how participants can ensure they contribute positively to their own relationships.
Disclosure
Joe Luft and Harry Ingham developed the Johari Window, a model for exploring self-awareness and seeking feedback from others. We will look at the Johari Window in detail during this session.
How to Win Friends and Influence People
One of the most popular books ever written is Dale Carnegie’s How to Win Friends and Influence People. In this session, we will explore some of its most practical tips.
Communication Skills for Relationship Selling
The two most fundamental elements of good communication are asking effective questions and listening attentively. Both skills will be covered in depth during this session.
Non-Verbal Messages
Did you know that words convey only 7% of your message? We will discuss what the other 93% consists of, and how to ensure your body language aligns with what you are saying.
Managing the Mingling
In this session, we will cover practical tips for mingling, including strategies for remembering people’s names.
The Handshake
During the crucial first few minutes of a new relationship, a handshake is often the only physical contact between two people. We will discuss and demonstrate the five key elements of a strong handshake.
Small Talk
Being able to engage in small talk successfully is one of the most valuable skills a businessperson can develop – and one of the hardest. We will discuss some essential do’s and don’ts of small talk.
Networking
Once you have built a network of business associates, how do you keep it organised? This session will provide practical answers and strategies.
Workshop Wrap-Up
At the end of the day, participants will have the opportunity to ask questions and complete an action plan.
Why It Matters.
In sales, the difference between a “maybe” and a “yes” often comes down to trust. Customers buy from people they like, respect, and believe will add value. That means sales isn’t just about pitching products – it’s about building relationships that last.
This workshop equips your team to:
- Win clients faster by making stronger first impressions
- Strengthen existing relationships for long-term growth
- Communicate with authenticity and confidence
- Network effectively without it feeling forced
In short: less cold calling, more warm connections.
