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Going out for a coffee used to be simple – it’s either with or without milk and one or two sugars. Now it’s a regular, grande or vente with soya, skinny or full fat milk.

This is just one place where we, the buyers, have lots of choice and an increasingly sophisticated knowledge of what we want. With changes like these we need to adapt our sales technique to ensure we are equipped.

While the polished pitch (a hard sell) will always have its place, the softer sell is a great way to set yourself apart. A good soft sell, similar to good dinner date, involves clever questioning, solid rapport building skills and the ability to navigate the conversation from broad themes to specific topics.

Every buyer is different; some know what they want, others just want you to do all the thinking. Make sure you have the skills to quickly asses the situation and adapt your approach to deal with it.

In 90 minutes you will have

• Identified the thoughts and behaviours that underlie a soft sell.
• Explored how to execute a great soft sell.
• Prepared how to overcome the inevitable hiccups along the way.
• Practised using the soft sell techniques.
• Planned when you will use these skills and what specifically you will do differently.