In a world where customers are more informed and selective than ever, traditional sales tactics are increasingly falling flat. Today’s buyers don’t want to be “sold to” – they want to feel understood, supported, and empowered to make the right decision. That’s where our Helping People Buy workshop comes in.
This isn’t your average sales training. It’s a practical, mindset-shifting experience designed to help customer-facing professionals move away from outdated, hard-sell techniques and towards a more collaborative, ethical approach to influencing and persuasion.
Why now? Because buyer behaviour has changed.
Recent research by Gartner shows that B2B buyers spend only 17% of their buying journey meeting with potential suppliers – and just 5-6% with any single sales rep. Instead, they’re independently researching, comparing options online, and discussing with peers. The result? By the time they speak to you, they’re already well into their decision-making process.
In this new landscape, success hinges not on slick pitches, but on the ability to build trust quickly, understand needs deeply, and guide the buying conversation with insight and empathy.
From selling to helping
Our Helping People Buy programme is built around this philosophy. We help participants shift their mindset from “I need to sell this” to “How can I help this person make the best decision for them?” This subtle but powerful change increases confidence, reduces pressure, and leads to better, longer-lasting customer relationships.
Participants learn how to:
- Build rapport quickly and authentically
- Ask better questions to uncover true customer needs
- Use ethical influencing techniques grounded in behavioural science
- Recognise and respond to buyer hesitations without being pushy
- Guide conversations toward mutually beneficial outcomes
What sets us apart?
Unlike many sales courses, Helping People Buy is tailored for people who wouldn’t call themselves “salespeople” – account managers, consultants, service teams, and technical experts who need to influence decisions but might feel uncomfortable with traditional selling. We make the content accessible, engaging, and directly relevant to the situations they face every day.
It’s not about scripts. It’s about skill.
In line with the latest thinking in customer experience and trust-based selling, we focus on building long-term capabilities, not short-term gimmicks. Participants leave with a practical toolkit they can apply immediately – and the confidence to use it.
A better way forward
At its heart, Helping People Buy is about doing business in a way that’s honest, human, and effective. And in a world where trust is more valuable than ever, that’s not just good ethics – it’s good business.
