This site uses cookies to improve your browsing experience, gather site analytics and activity, track shopping cart contents, and deliver relevant marketing information.
View our privacy policy and manage your settings here. By using our site you agree to these terms.

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.