Introduction to Relationship Selling

General information

Course Description:

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.


At the conclusion of this workshop participants will be able to:

  • Describe what customers expect from their bank
  • 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
  • Identify techniques to effectively sell against the competition

Note: Introduction to Relationship Selling is printed on demand as ordered. The Participant’s Handbook(s) and Trainers Guide may not be returned to ABA.

Participant’s Handbook  © 2006/rev. 2011
Catalog # 3007347
$73.50 List Price / $47.25 Members

Trainer’s Guide 
Catalog #3007348
$135 List Price / $95 Members

To order, please complete and return the ABA Book Order Form to CBA.