Business services sales training: selling services based on trust and value

Professional services sales training: sales training for advisors and consultants

You do not sell a product the client can hold. You sell knowledge, time and trust. Many advisors do not see themselves as salespeople. Yet their revenue depends on one conversation. In this sales training you learn to turn your expertise into assignments, by asking the right questions instead of explaining your service. From the best sales trainer in the Netherlands 2025. See also sales training by industry.

Does this sound familiar?

• Your advisors are strong in their field, but do not feel like salespeople.
• In the first meeting you mainly explain what you do.
• The client compares hourly rates, not value.
• After a good meeting, no assignment follows.
• With existing clients it stays at the service they already buy.

What would it deliver if every introductory meeting ended with a concrete next step?

Why a separate sales training for your industry?

In services the client buys something he cannot see yet. He buys the person and the trust. A sales pitch backfires. What works: asking questions that show you understand his situation. That is not a trick. That is a system.

What your team will learn

The training is based on my 12 sales techniques and 11 scientific topics. I tailor the examples and role-plays to your market.

Asking questions with Logic Selling

You discover the real problem behind the client's question, and the consequences if he does nothing.

Making a service valuable

You translate your expertise into what it delivers for the client, instead of hours and rates.

From conversation to assignment

Every meeting ends with a concrete next step, without it feeling like selling.

Rate pressure and "we will think about it"

You stay in control when the client brings up your rate or postpones the decision.

Growing with existing clients

You recognise new issues at clients you already serve, and you raise them at the right moment.

Trained with your own practice

Think of an introductory meeting in which the prospect mainly wants to know your price. A client who has bought one service for years, while he needs more. Or a proposal that has had no response after two weeks. We practise situations like these from your own practice in role-plays.

Who would not want their team to sound different on the phone and at the table the day after the training?

What does it deliver?

• More introductory meetings that turn into assignments.
• Conversations about value, not hourly rates.
• More revenue from existing clients.
• Advisors who feel confident in a commercial conversation.

Who is this training for?

• For the advisor and consultant: You sell without becoming a salesperson: by asking questions that show your expertise.
• For the account manager and business developer: You get more from your relationships, with a fixed approach for every conversation.
• For the partner or sales manager: Your whole firm works with one commercial approach.
• For the director or owner: More assignments and less discussion about rates.
• For HR and learning: One point of contact, a fixed price and payment on invoice. You measure the level beforehand with the pre-assessment and the results with the post-assessment.

Looking for a training for one role? Choose the account management training, sales Masterclass or the telephone sales and cold calling training. Is it about one employee, or your whole team?

Which training format suits your team?

In-company: at your own location

I come to you and train your team with cases from your own practice. €1,875 excl. VAT for up to 6 people. Each extra participant costs €312.50, up to a maximum of €3,750 for 12 people. Travel costs: €50 excl. VAT per day, anywhere in the Netherlands. We agree the times together. See the in-company sales training.

Dedicated: your team, at my location

Your team trains exclusively at one of my 12 training locations. From €2,175 excl. VAT for 6 people, including venue and lunch. See the dedicated sales training.

Classroom or online: for one or two employees

Want to train one employee first? Then the classroom sales training (€695 excl. VAT per person) or the live online sales training (€495 excl. VAT per person) is a logical start. These trainings are not industry-specific. You bring your own practice.

You pay on invoice. The telephone intake beforehand, with a written report, is free of charge. The training is also available in English, delivered by Kyle, my native English trainer.

Frequently asked questions about professional services sales training

My people are advisors, not salespeople. Does this work?

Especially then. I do not teach them a sales pitch. I teach them to ask questions. That suits an advisor.

Which service providers is this training for?

Among others accountancy, legal and tax advice, consultancy, recruitment, marketing and IT services.

Is this the same as Consultative Selling?

It builds on it. Want to go deeper into consultative selling in complex deals? See also the Consultative Selling Training.

Can this training be delivered in-company?

Yes. I come to you and tailor the training to your products, clients and goals. We agree the times together.

What results can I expect?

That depends on your team's starting level. That is why you measure it. Beforehand with the pre-assessment, one month later with the post-assessment. That way you see the growth per topic.

Still in doubt?

Selling does not fit our profession.

Pushy selling does not fit. Asking good questions does. Your client expects an advisor to understand his situation. That is exactly what you learn.

Is it worth the investment?

Do the maths yourself. Does one extra closed deal per salesperson bring more margin than the training costs? Then it pays for itself straight away.

What happens after your request?

1. Free telephone intake. We discuss your market, your team and your goals. You receive a written report.
2. Baseline. Optionally, your team measures its level beforehand with the pre-assessment.
3. The training. With cases from your own practice, on a date that suits you.
4. Measuring results. One month later you measure the growth with the post-assessment. The e-learning and my digital twin make it stick.

Other industries

See also the technology and industry sales training, the ICT, software and SaaS sales training, the wholesale and distribution sales training and the construction and installation sales training. Is your industry not listed? See sales training by industry.

Take the first step today

"He goes beyond general strategies and makes you think about how to personalise the techniques in the best way for yourself - making it second nature."
Teresa W., on Google

Where are you now: exploring, comparing or ready to start? Already know what you need? Request a quote directly. Want to talk it through first? Book a free advisory call. Or take the free sales intake test and find out where your team stands today. Participants rate my trainings 4.9 on Google, and I have worked for more than 400 organisations.

Questions? Sophie is available 24/7

See the icon at the bottom right? That is Sophie, my digital assistant. Ask her about the training, the formats or the prices, and get an answer right away. Prefer to talk in person? Call +31 36 2340501, email [email protected] or read the frequently asked questions.