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Description

Sales Arguments: Selecting, Framing and Defending Your Case

Three hours to replace a list of features with a handful of arguments that genuinely land

  • 0.43 days — 3 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

The most common reflex is to say everything. The salesperson runs through every feature of the offer, hoping that one of them will resonate. The client remembers very little and cannot see what concerns them directly.

This short three-hour virtual session focuses on one precise skill: building the argument. Selecting what matters to the person in front of you, framing it as a benefit and supporting it with evidence. It prepares the ground for the practice work carried out in the longer programmes devoted to the sales meeting.

Learning objectives

  • Select the arguments that address the expectations expressed by the client
  • Frame an argument by linking a feature to a tangible benefit
  • Attach a piece of evidence to every argument put forward
  • Rank arguments from the strongest to the most secondary
  • Adapt the wording to the speaking time available

What makes this programme different

A short three-hour format focused solely on building the argument
An argument sheet completed live on each participant's own offer
Arguments tested with the group, which flags those that remain mere features

Programme

1Choosing Your Arguments

Sorting before speaking

  • Identifying the expectations expressed during the discovery phase
  • Sorting features according to their relevance to the person you are addressing
  • Discarding arguments that do not concern this particular client
  • Ranking from the strongest to the most secondary

2Framing the Argument

From feature to benefit

  • Moving from the feature to the advantage and then to the client benefit
  • Short formulations that are easy to remember
  • Technical vocabulary to be translated for each audience
  • Mistakes that turn an argument into a simple description

3Supporting and Defending

The evidence that builds credibility

  • Types of evidence available depending on the situation
  • Attaching a piece of evidence to each argument put forward
  • Responding when an argument is challenged
  • Adapting when speaking time is limited

Who is it for

Junior sales professionals, sales support staff and any professional required to present an offer to a client.

Prerequisites

No prerequisites

Dates & locations

12 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.