Sales training by industry | Customized sales training
Are you looking for sales training that truly aligns with your industry? I develop practical sales training courses for engineering, industry, ICT, software, construction, and business services. Focused on your commercial challenges.
Every industry has different customers, sales processes, and commercial challenges. Therefore, sales training works best when the sales techniques align with your market, your customers, and the daily practice of your sales team .
Sales training tailored to your industry
Do you recognize that your salespeople have extensive knowledge of your products or services, but that this does not always lead to better sales results? Is a lot being said during customer conversations, when more questions should actually be asked?
A sales conversation at a technology company unfolds differently than a sales conversation at a software company, wholesaler, or business service provider. Products and services differ, but so do the customers, the Decision Making Unit (DMU), the length of the sales process, the competition, and the way purchasing decisions are made.
That is why I link sales techniques as much as possible to recognizable situations from your own industry and sales organization. As the best sales trainer in the Netherlands in 2025, I train hundreds of salespeople from diverse sectors every year, and I incorporate that industry knowledge directly into every training.
What challenges is your sales team facing?
How does an average sales conversation proceed within your organization? Do your salespeople ask enough questions to discover what the customer really needs? Or is everything your product or service capable of explained relatively quickly?
And what about the rest of the sales process?
- Are sufficient follow-up questions being asked regarding the actual customer needs?
- Do your salespeople know why a customer actually wants to change?
- Are the consequences of a problem sufficiently investigated?
- Do they know who within the DMU has influence on the decision?
- Is the added value made clear, or does the conversation ultimately revolve mainly around price?
- Are commercial opportunities with existing customers sufficiently recognized?
- Is every sales conversation concluded with a concrete next step?
There is typically untapped revenue on each of these points. That is the reality in almost every sales organization I train.
Why sales training by industry?
The foundation of professional selling does not change completely when you work in a different industry. Good salespeople must be able to listen, ask questions, analyze needs, create value, handle objections, and steer a sales conversation to a concrete next step.
However, the commercial context definitely differs by industry .
A sales engineer at a technical company conducts different conversations than an account manager at a software company. An inside sales representative at a wholesaler deals with different situations than a business developer in business services.
Therefore, I link sales techniques as much as possible to recognizable situations from your own market.
From product-oriented to consultative selling
How much time do your salespeople spend talking and how much time asking questions during a customer meeting?
Many salespeople know their product or service inside out. That is an advantage, but it can also become a commercial pitfall. As soon as a customer mentions a problem, a solution is sometimes presented immediately. Usually, at that moment, the salesperson does not yet know enough to substantiate that solution.
What is the customer really trying to achieve? Why is the current situation a problem? What happens if nothing changes? Who is involved in the decision? And what value does it have for the customer when the problem is solved?
That is where Consultative Selling and advisory selling play an important role: first understand, then advise.
Which sales techniques are relevant to your industry?
The skills your sales team needs depend on the market, commercial objectives, and the experience of the employees.
Topics that may be covered in an industry-specific sales training include:
- Consultative Selling and advisory selling;
- SPIN Selling and professional questioning techniques;
- needs analysis;
- DMU and stakeholder management;
- Value Based Selling;
- New Business and acquisition ;
- account management ;
- objection handling;
- closing skills;
- cross-selling and upselling.
The goal is not for your salespeople to memorize as many sales techniques as possible. It is about them knowing when and how to apply a technique during a real sales conversation .
Sales training for various industries
In which market is your organization active? I develop industry-specific sales training courses around commercial situations that occur within various sectors.
Sales Training Technology & Industry
Are your salespeople highly technically knowledgeable, but do they sometimes talk too much about products, specifications, and capabilities as a result? For technical companies and industrial organizations, the emphasis is on developing technical product knowledge into consultative and value-oriented selling .
For technical account managers and sales professionals who visit many customers, the skills from field sales training are also highly relevant.
Sales Training ICT, Software & SaaS
How do you sell a complex ICT solution when multiple stakeholders are involved? And how do you prevent a conversation from focusing solely on functionalities, features, and price?
Within ICT, software, and SaaS, needs analysis, DMU, consultative selling, value selling, account development, and longer sales cycles, among others, play an important role.
Sales Training Construction & Installation
Issuing a quotation is one thing. Following up on that quotation commercially is where the difference is made.
Within the construction and installation sector, important commercial topics can include consultative selling, quotation follow-up, price pressure, objection handling, account management, and closing.
Wholesale Sales Training
Are all commercial opportunities with existing customers being utilized? For wholesalers, collaboration between inside and outside sales teams, account development, cross-selling, upselling, margin, and new business can be key areas of focus.
The commercial internal sales team, in particular, can take on a much more active sales role in this regard.
Sales Training Business Services
When you do not sell a tangible product, trust, expertise, and added value play an even greater role.
The customer must not only understand what you do, but especially why your service adds value.
More revenue from existing customers?
How much potential remains within your existing customer base? Are new needs identified in a timely manner? Do your account managers know the entire Decision Making Unit (DMU)? And are opportunities for cross-selling and upselling systematically explored?
When the greatest commercial opportunity lies with existing relationships, an Account Management Sales Training helps to move from reactive relationship management to proactive account development.
Need more new customers?
Is your organization dependent on growth driven by new customers? How easily do your salespeople open a conversation with a prospect? How do they handle resistance? And do they actually gain access to the right decision-makers?
In New Business, it is not just about making more calls or sending more messages. It is about relevance, questioning techniques, commercial direction, and a clear next step.
For this, take a look at the Telephone Sales & Acquisition sales training, for example.
For which commercial positions?
I tailor industry-specific sales training to various commercial roles, including:
- account managers;
- commercial inside sales employees ;
- field staff ;
- sales engineers;
- business developers;
- New Business sales professionals;
- sales consultants;
- technical-commercial employees;
- sales managers;
- entrepreneurs
Which employees within your organization have the greatest influence on the commercial result? By looking at role, experience, and daily practice beforehand, I determine the content more specifically.
Which training format suits your organization?
Do you want to develop a single employee or an entire sales team? That makes a difference too.
An in-company sales training is often beneficial for an entire sales team. I tailor the training to your organization, customers, products, services, and commercial objectives.
In addition to in-company training, there are various other options. For online learning and reinforcement, for example, I use the AI Sales e-learning .
What could your sales team do better?
Bring in more new customers? Generate more revenue from existing accounts? Handle price pressure better? Ask stronger questions? Gain more insight into the Decision Making Unit (DMU)? Or ensure that sales conversations more often end with a concrete next step?
Therefore, good sales training does not begin with the question:
Which standard training shall we provide?
The better question is:
What should your sales team be able to do demonstrably better after the training than today?
Frequently asked questions about sales training by industry
Why choose sales training specifically for our industry?
Because participants recognize and apply sales techniques more easily when examples, exercises, and practical situations align with their own customers, products, services, and commercial environment.
Is every sales training completely different by industry?
No. Fundamental sales skills remain relevant. However, I do tailor the application of those skills, examples, exercises, and commercial context to your industry.
Can industry-specific sales training be provided in-company?
Yes. Especially for in-company sales training, I take your organization, target audience, products or services, and commercial objectives into extensive consideration.
Can inside and outside staff be trained together?
Yes. When both functions collaborate within the same commercial process, it can be particularly valuable to train components jointly. Depending on the learning objectives, I can also tailor specific exercises per function.
Can we use our own customer cases?
Yes. In a customized training course, I use my own commercial situations so that participants practice sales techniques directly within recognizable real-life scenarios.
Is Consultative Selling suitable for every industry?
Consultative Selling is particularly relevant when a sales conversation involves more than just a simple transaction. In more complex B2B sales, involving multiple decision-makers, and products or services where advice is important, consultative selling is particularly effective.
Which sales training suits your industry?
Do you want to know which sales training best suits your sales team? View your industry and discover which commercial skills, sales techniques, and training formats align with your organization.
Is your industry not listed yet? That does not mean that suitable sales training is not possible. During an intake, I investigate where your commercial challenges lie and which approach suits them best.
Also view the complete overview of sales training courses and sales training .
Selling is asking, not telling. This applies during a sales conversation, but also when determining the right sales training: first understand what is going on, then determine what is needed.