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Description

Sales Persuasion: Building Arguments, Overcoming Resistance and Winning the Decision

Two days to make your arguments genuinely convincing with clients who compare everything

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Clients now hold as much information as the salesperson and compare options long before the first meeting. An argument delivered without discernment simply slides off them: they listen politely, then ask for a discount. Objections keep arising at the same points in the conversation without ever being addressed at depth.

These 14 hours are designed for experienced sales professionals who want to structure their power to convince. The programme explores what drives buy-in, how to build arguments grounded in verifiable evidence, how to handle resistance and how to move a client towards commitment. It works on the substance of the argument, where a storytelling module would work on the form of the narrative.

Learning objectives

  • Identify the dominant buying motivations of your counterpart
  • Build an argument supported by verifiable evidence
  • Adapt your message to the client's decision-making style
  • Handle resistance by distinguishing genuine objections from pretexts
  • Secure progressive commitment throughout the meeting
  • Close without forcing the client's decision

What makes this programme different

A personal sales argument rebuilt then tested against objections prepared by peers
Work on the most frequent forms of resistance collected from participants
Filmed meetings analysed at the exact moments when conviction is won or lost

Programme

1What Wins Buy-In

The drivers of decision-making

  • Rational motivations and personal motivations
  • The role of trust and of the salesperson's consistency
  • Listening first as a precondition for persuasion
  • Language mistakes that trigger mistrust

2Building a Solid Argument

From assertion to evidence

  • Linking benefit, evidence and consequence for the client
  • Selecting evidence according to the function you are meeting
  • Ranking arguments and the effect of the last word
  • Wordings to eliminate from a sales argument

3Overcoming Resistance

What an objection really says

  • Telling apart a genuine objection, a doubt and a pretext
  • Receiving an objection without counter-attacking
  • Questions that make resistance more specific
  • Responding to comparisons with a competitor

4Moving Towards the Decision

Closing at the right moment

  • Buying signals and the favourable moment
  • Interim commitments secured during the meeting
  • Closing techniques and the limits not to cross
  • Following up after a refusal or a postponement

Who is it for

Experienced sales professionals · business development engineers · negotiators and account managers handling competitive sales.

Prerequisites

At least one year of field sales experience with clients.

Dates & locations

36 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.