Relationship Selling to Small Business Customers

Describes six steps of the Relationship Sales Cycle. Explains effective verbal and nonverbal communication, and open-end and closed-end questions to listen to the business customer’s needs. Explores parts of transition and benefit statements, a process to handle business customer objections, and methods to recognize buying signals to close the sale.

Updated: June 2017
Re-versioned: August 2016

What You'll Learn

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

  • Identify the six steps in the Relationship Sales Cycle
  • Describe the key strategies for the small business market 
  • Create an impression of credibility and professionalism by using rapport-building techniques with small business customers
  • Identify where a customer is in the business life cycle and the business operating cycle to evaluate   their needs
  • Present product solutions that match customer needs
  • Respond to objections from customers
  • Close the sale and follow up with customers


Bank personnel who are new to the small business market and who are responsible for selling bank products and services to small business customers.

It is suggested that participants take the Fundamentals of Small Business Banking​ Suite before taking this course.

Course Credits

ABA Certificates​: This course applies to the Small Business Banker Certificate.

Questions? Please contact for more information.




Purchase for a Team
To license this course to your bank for multiple learners, please contact ABA Training.​


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