REAL Sales Model

With the current market trends and pressures, sales teams are recognizing the importance of a value-selling, customer-centric approach. Taking the best from many sales theories, our REAL Selling methodology helps sales people and leaders consistently over-achieve their sales quotas, improve accuracy in forecasting, and increase average order value.

The Four Phases

  • Know the customer
  • Know the market
  • Know your product
  • Open with confidence
  • Build rapport
  • Build trust
  • Ask probing questions
  • Recognize motivation
  • Leverage value
  • Overcome objections
  • Ask for the sales
  • Lead to the solution


You must understand how customers value what you provide, not just what you provide. This can be accomplished with a
combination of reading annual reports, reviewing the company website, looking at LinkedIn profiles, and several other sources.


Industry Information

helps build confidence in the buyer that you understand their pain points and are qualified to solve them.


Personal Information

deepens the relationship with the buyer on a personal level; building trust and open dialogue.


Company Information

enables sales to create personalized solutions and value-statements in situations where multiple buyers are present.


Our engagement model identifies 6 core elements of trust. REAL sales training focuses on
competence and character, but all areas are covered a standalone leadership training offering. The focus is to
uncover the customer’s goals and enable them to discuss their problem openly and with confidence.


Buyers are not looking for products and services, they are looking for valued partners. Transitioning from a sales
person to a partner requires an understanding of your buyers goals and value drivers and then demonstrating your
commitment to achieving those goals and values.


Put the buyer first
in every situation


Demonstrate your intent
to enable the
buyer’s success


Build a trusted and valued partnership


Lead to the solution, not with the solution. It is a salesperson’s job to help the buyer make good decisions and make it impossible for them to maintain the status-quo. There are many methods for taking a leadership role in the sales process, but our model follows the proven principles outlined by Mahan Khalsa.

01. Move Off the Solution

Solutions have no inherent value. Look for goals and point of view first. Diagnose before you prescribe.

02. Get Out All the Issues

Get out all the value drivers.

03. Prioritize the Issues

Determine the priority by impact. Be sure to quantify it. Which one is most important?

04.Gather Evidence and Impact

What does it look like today and how would it look if we had success?

05.Explore Content and Constraints

If the impact is so valuable what has been stopping the client.

Our Custom Sales Training Programs

Proven sales training materials which are customized to match the industry, deal size, and complexity of the product or service for your sales team.

Client Success

Asynchronous Learning Program for a News Broadcasting Company

Business ChallengeBusiness Challenge

Business Challenge

Business Challenges

With the business's need to hire 45 new sales representatives in a month, the client needed to conduct training on the latest products and services. Some challenges faced were:

  • Inconsistent training delivery methods.
  • Few opportunities to practice the knowledge/skills acquired through training.
  • Learner disengagement due to heaps of content consumption.
  • Training scheduling was problematic for fluid sales teams.
  • No clear reporting of classroom activities.

Solution Solutions



We developed a blended learning sales training program to maximize learner engagement and operational efficiency.

  • Asynchronous learning was encouraged to make it feasible for learners.
  • A device-agnostic design was created to add personalization.
  • Game-based elements were included for better engagement.
  • Repeatable messages were used for easy memory recall.

Outcome Outcomes



  • 60% decrease in the time to competency for new sales hires.
  • Reduced program’s training cost by $306,000 annually.
  • Visibility of the training initiatives across all 109 media markets.