Turn Passive Order-Takers into Assertive SELLERS
Train your team to take the wheel, disrupt the status quo, and guide complex deals to a close.
CONTROLLER SELLING
Guide the Buying Journey
Guide the buying journey
From Salespeople To Trusted Advisors. BALANCING PERSUASIVENESS WITH TACT TO CLOSE MORE BIG DEALS.
With the help of vast amounts of information on the internet, today’s buyer is armed with plenty of knowledge of products and services but find it difficult to make sense of it all.
Because of this, today’s sales reps need to bring a perspective their customers haven’t thought of. They need to be experts in their industry and know how to take control of the sale.Â
“In SOCO’s Controller Selling, participants learn cutting-edge sales techniques that deliver impactful, perspective-shifting insights while keeping customer relationships firmly intact.
Best Training and Facilitation Skills
Why Companies Choose SOCO
As a multi-year winner of the “Best Sales Training Provider” at the HR Vendors of the Year Awards, we are trusted by industry leaders to deliver high-impact training that resonates in today’s hyper-competitive market. We bring our global training content right into your local market context to make sure it hits home with your team.
Here is why the world’s most ambitious teams choose to partner with SOCO:
- Trusted: We have trained Over 50,000 Sales Reps
- Flexible: Every session fits your specific industry
- Modern: We teach real-world AI strategies
- Thorough: Pre-Training Learning
- Interactive: Role Playing and Group Discussions
- Measurable Post-Training Evaluation
- Sustainable: Post-Training Reinforcement
SALES REPS TRAINED
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Drive High-Value Deals Through the Finish Line
Give your team the confidence to challenge customer assumptions and take control of the sale.
SIGNS YOUR TEAM NEEDS TO TAKE CONTROL OF THE SALE
- Your reps are well-liked and build great rapport, but those friendly, comfortable conversations rarely translate into closed-won deals.
- Your biggest competitor isn't another company. Prospects agree with everything your reps say, but ultimately decide it's easier to just stick with what they already have.
- Your team frequently asks for discount approvals because they lack the confidence to push back and defend the true value of your solution.
- Instead of teaching the buyer something new about their business, your reps are simply answering questions, pitching features, and hoping for the best.
YOUR TEAM IS PITCHING FEATURES, BUT BUYERS WANT BUSINESS INSIGHTS
Today’s B2B buyers have already done their research before they even get on a call. If your reps are just showing up to deliver a standard product pitch and agree with whatever the prospect says, they are going to lose. When sales teams lack the confidence to respectfully challenge a buyer’s perspective, deals stall out, profit margins shrink, and you end up competing purely on price.
LEAD THE CONVERSATION WITH CONTROLLER SELLING
Organizations that value insight-led, provocative selling but want a more tactful way to guide the commercial conversation come to us to equip their teams with the skills needed to:
ESTABLISH EXPERT CREDIBILITY
Give your team the tools to show up as business experts who provide real value, not just people selling a product.
ACCESS THE
REAL DECISION-MAKERS
Break past the gatekeepers. Give your team the confidence to build high-level relationships with the people who actually hold the budget.
DELIVER HIGH-IMPACT PRESENTATIONS
Learn to tailor every conversation to the specific business goals of your most important stakeholders.
GUIDE THE DEAL TO THE FINISH LINE
Stop letting prospects dictate the pace. Empower your team to lead the process and keep deals moving forward without the stalls.
We help your sales reps become valued partners who know how to increase sales, rather than just taking orders. Our Controller Selling is built on the modern principles of disruptive B2B selling. We train your reps to confidently guide the buying journey, reveal unconsidered needs within the prospect’s industry, and align their messaging to unite and win over complex buying committees.
Controller Selling Training is for seasoned sales professionals who must learn to assert themselves and push for the sale when necessary. They need this advanced type of sales approach to earn respect and close big sales with important clients.
BEFORE TRAINING
- Agrees with everything the buyer says to avoid friction and be liked.
- Relies on discounts to save a deal when the prospect pushes back.
- Delivers a generic, "one-size-fits-all" presentation about features.
- Waits for the customer to dictate the next steps in the process.
- Understands disruptive selling theory in principle but struggles to execute it
AFTER TRAINING
- Confidently and respectfully challenges the buyer's assumptions.
- Defends your pricing by clearly proving commercial value.
- Tailors the message specifically to the pain points of stakeholders.
- Commands the process and confidently guides the buyer to the next step
- Masters the approach through roleplay so it feels natural on calls.
Become the Strategic Partner Your Buyers Can’t Ignore
Move your team beyond “order taking” and into strategic roles that buyers actually value.
WHAT OUR CLIENTS HAVE TO SAY ABOUT US
•Spotify•
•Salesforce•
•QuickBooks•
•MAERSK•
•Hewlett-Packard•
WHAT OUR CLIENTS SAY
...it was outstanding. The modules and content flow were perfectly structured, showcasing Kyle’s extensive sales expertise. I particularly appreciated how the role-playing and group activities were tailored to our specific regional challenges.
OLGA MARIE
BUSINESS DEVELOPMENT
Protect Your Margins with CONTROLLER SELLING Skills
Give your reps the confidence to defend your value and stop relying on discounts to move deals forward.
CONTROLLER VS CHALLENGER SELLING
What Is The Challenger Sale Methodology?
The Challenger Sale is a sales methodology that teaches sales reps how to challenge prospect’s assumptions and offer insights to differentiate from the competition. But when inexperienced reps try this approach blindly, it can lead to deteriorated trust and relationships.
CONTROLLER SELLING TRAINING
Course Outline
- Understanding Your Customer's Business
- Delivering Perspective-Shifting Insights
- Building Relationships with Key Decision Makers
- Creating Your Partnering Strategy
- Aligning Value to Stakeholder Needs
- Guide the buying journey
Who is Controller Sales Training for?
Controller Selling empowers experienced sales reps to take the lead in complex deals. They will learn to confidently direct the sales conversation without coming across as pushy or arrogant. If you value the impact of perspective-based selling but want to protect vital client relationships, SOCO®’s Controller Selling Training delivers the ideal balance of assertiveness and executive tact.
For who
Seasoned Sales Professionals
Duration
1-3 Days In-Person Training or Multiple 120 Minute VILT Sessions
Format
Live Workshop or
Virtual Instructor-Led Training
Speed Up Your Sales Cycle with modern Tactics
Equip your team to create genuine urgency and move prospects past the status quo more efficiently.
PRACTICAL TOOLS, MEASURABLE RETENTION
Integrating AI
Into Sales
We help your team sell faster and more effectively by incorporating AI into the sales process.
Certificates
of Completion
We provide graduates with certificates verifying mastery of our SOCO Selling methodologies.
Case Studies & Role Plays
We use real-world examples to help your team turn these ideas into daily sales habits.
Post Training Evaluation
After the workshop, we check on what your team learned and show you how to help them use their new skills.
Maximize Your ROI
We do a debrief with you after the training to share clear next steps so you get the absolute most value out of your investment.
CONTROLLER SELLING Training PROGRAM MATERIALS
INCLUDED TRAINING MATERIALS
All participants receive complete Controller Selling workbooks and post-training reinforcement content delivered over 3 months to maximize retention and implementation of new skills.
Equip Your Team to GUIDE High-Value Deals
Ready to build a team of assertive reps? Discover the appropriate modules for your sales team. Our experienced program advisors are happy to help.Â
AWARDED GOLD FOR
BEST TRAINING & FACILITATION SKILLS
BEST SALES TRAINING PROVIDER
BEST SALES TRAINING PROVIDER
FREQUENTLY ASKED QUESTIONS (FAQ)
Why is Controller Sales Training important for your team?
Controller sales training is crucial for your team because it equips your sales professionals with the knowledge and skills needed to excel in a competitive marketplace. It enhances their ability to build relationships, close deals, and adapt to changing customer expectations, ultimately driving revenue growth.
Should I hire a sales trainer?
Yes, hiring a sales trainer can be a valuable investment for your sales team.
An external sales trainer brings several advantages:
- Diverse Experience: External trainers have experience training different companies and industries, allowing them to share best practices and insights from various sources.
- Continuous Learning: External trainers are constantly updating their knowledge and techniques, ensuring that they bring fresh and up-to-date strategies to your team.
- Objective Perspective: External trainers offer an objective view of your team's strengths and weaknesses, providing unbiased feedback and tailored training solutions.
As compared to an internal trainer, these are some of the insights that they may not have. By hiring an external sales trainer, you can leverage their expertise to help your sales team perform at their best and stay competitive in the market.
What are the program delivery options?
Advanced Selling training can be delivered live in-person, live-virtually, via e-learning or a combination of methods referred to as 'blended learning'.
How long are the training sessions?
Training sessions can vary in length to accommodate different needs. They can be delivered as short 120 minute sessions delivered via web conferencing software or can span 1-3 days in-person.
This flexibility allows us to cater to your preferences and scheduling constraints, ensuring everyone can receive the training they need no matter how busy they are.Â
What is covered in SOCO's Controller Sales Training session?
Our Controller Sales Training Course is a comprehensive program designed to empower your sales team with the knowledge and skills needed to excel in a competitive marketplace. In this course, we cover a wide range of critical topics, including:
Understanding Your Customer's Business:
Learn to analyze your customers' businesses, identify their challenges, and recognize opportunities for tailored solutions.
Delivering Perspective-Shifting Insights:
Discover how to effectively communicate the unique value your products or services offer, setting your offerings apart from the competition.
Building Relationships with Key Decision Makers:
Develop strategies to connect with and influence key decision-makers within client organizations.
Creating Your Partnering Strategy:
Foster long-term client relationships by aligning your solutions with their strategic goals and collaborating as partners.
Personalizing Your Presentation:
Customize your sales presentations to address customer-specific needs, preferences, and pain points.
Guiding the Buyer Journey:
Learn techniques to assertively lead the sales process, address objections, and guide clients to confident purchasing decisions.
How can I measure the ROI (Return on Investment) of sales training for our company?
Measuring the ROI of sales training involves tracking key performance indicators (KPIs) before and after the training to assess the impact on your business. Examples of some of the KPIs tracked include increased sales revenue, higher closing rates, improved customer satisfaction, and shorter sales cycles.
Which countries/locations can you provide training for?
We are committed to serving clients around the world. Our training programs have been successfully delivered in various international locations including the United States, Canada, Australia, Europe, and all APAC countries.
Regardless of your organization's location, we can work with you to provide high-performance sales training solutions tailored to your specific needs and objectives. Our global reach ensures that businesses in different countries can benefit from our expertise in optimizing B2B sales teams.
Stand Out from the Competition
Adopt modern principles to help your team differentiate themselves in a crowded market
