Introduction to Relationship Selling

This course introduces the relationship selling process. Participants will practice selling skills and techniques, which support a customer needs-focused sales approach.


Any branch personnel involved with in-branch sales. Participants attending this workshop should have a working knowledge of their institution's products and services.

Learning Objectives

After successfully completing this course, you will be able to:

  • Describe what customers expect from their bank
  • Identify techniques to effectively sell against the competition.
  • State key differences between product-based selling and needs-based selling
  • Identify the six steps of the relationship selling process
  • Use sales skills and techniques to successfully move through the sales process:
    • Use rapport-building skills to set a relaxed, professional climate
    • Ask probing questions to identify customer needs
    • Match product/service to customer needs
    • Script feature and benefit statements
    • Respond to common customer objections
    • Close the sale
    • Follow up

​For more information about this product, please contact Customer Service.



​​Participant's Handbook

Catalog #3007347
$73.50 List Price
$47.25 Member Price

Trainer's Guide
Catalog #3007348

$135 List Price
$ 95 Member Price


Please Note:Introduction to Relationship Selling is printed on demand as ordered. The Participant's Handbook(s) and Trainer's Guide may not be returned to ABA.