Sales and Negotiation

Training programmes that help your team lead the sales process from start to finish, create additional value, and strengthen customer relationships across the entire client lifecycle.

A personal and practical approach

We design a sales solution that brings together psychology, consultative selling and negotiation techniques — all adapted to your real-world context, whether you’re meeting clients face-to-face, online or over the phone.

Preparation

We map the critical points in your sales process, analyse customer interactions and clarify your goals. Based on this we define the focus areas and practical exercises that deliver measurable results from day one.

A systematic development journey

Effective sales performance requires habits, not one-off training. Our programmes combine workshops, role-play, service and call analysis, and follow-up sessions. This blend helps people strengthen their skills and maintain upward momentum.

Varied and engaging learning methods

Participants work through simulations, objection-handling exercises, case studies and customer journey mapping. They leave with clear, practical steps for uncovering needs, crafting value propositions and confidently asking for the decision.

Visual learning

During the training day, we create a visual summary of the key tools and techniques. This stays with the team after the programme as a daily reminder to embed new habits.

Sales training that delivers visible results

More “yes” responses and stronger negotiation outcomes

Your team learns how to uncover needs, articulate value and ask for commitment with confidence. They lead conversations with clarity, build trust quickly and turn objections into opportunities. The result: clearer agreements and more successful deals.

A unified and motivated sales culture

The training strengthens teamwork, accountability and purpose. Sales becomes a consistent, intentional process where everyone understands their role and contribution. Motivation increases, communication improves and client relationships are managed more systematically and confidently.

Increased revenue and organisational growth

The techniques we teach translate into measurable outcomes — higher revenue, better client satisfaction and greater loyalty. Negotiations become more effective and your organisation operates in a more focused and commercially aware way.

What can the development programme focus on?

We tailor the content to the needs and maturity of your organisation. Potential focus areas include:

Sales training

Participants learn to lead the sales process from start to finish, uncover customer needs and create added value in a way that feels natural, human and trust-building.

Customer relationship management

How to build and sustain long-term customer relationships — increasing loyalty, repeat business and mutual value in every interaction.

Handling difficult conversations

Understanding the psychology behind customer reactions, staying calm under pressure and guiding challenging conversations toward constructive outcomes.

The art of persuasion

Using influence strategies grounded in psychology and values-based communication — helping customers feel understood and confident in their decision.

Call and interaction analysis

We analyse real customer calls and interactions to highlight strengths, development areas and concrete actions that improve conversion and customer satisfaction.

Customer objections

Understanding what sits behind objections and applying techniques that allow them to be handled constructively. The focus is on empathy, active listening and turning uncertainty into opportunity.

Cross-selling and upselling

Tools for integrating additional value naturally into client conversations — spotting opportunities, offering relevant solutions and strengthening customer outcomes.

Values-based selling

Listening for what truly matters to the customer — their values, motivations and decision-making style — and aligning your solution accordingly. Values-based selling builds trust and long-lasting relationships.

See how we’ve supported other organisations

Our trainers — passionate professionals dedicated to meaningful learning

Kati Tikenberg

Signe Kiisk

Anna-Liisa Kadaksoo-Jones

Do you want your sales team to close deals with more confidence and create greater customer value?

Get in touch — we’ll design a training programme that elevates both your commercial results and your customer experience.

+372 652 0009

+372 52 93202

koolitus@aeternum.ee

“We have received help in the most complex situations. When nothing else works, Aeternum does.”

Lea Pilvet
Head of HR, A. Le Co