Creating a Selling Environment In-Store

This one-day workshop is designed to equip hardware retailers, agri-retailers and builders merchants with the necessary knowledge, skills and attitude to deliver excellence in sales in order to maximise every selling opportunity with a customer.

Location: Hardware Association Ireland, Blackchurch Business Park, Rathcoole, Dublin

Duration: One day

Cost: HAI Members: €210; Non Members: €270

For queries about future Creating a Selling Environment In-Store training contact Aoife at or call 01 2980969.

I found the course very beneficial, and a great way of increasing sales and communication between customers.

Andrew Mulhall, Newtown Builders Providers

Learning Outcomes:

At the end of this Workshop participants will:

  • Gain a better understanding of their customers and why they buy
  • Explain a customer need versus a customer want.
  • Explain how to match the products and services sold with customer needs and wants.
  • Explore the “Five Sales Factors”
  • Explore the Customer’s Transition through a sale
  • Be able to distinguish between, and give examples of: a related sale, cross selling and up selling
  • Explain how to turn customer objections into a reason for buying.
  • State and demonstrate the five main ways to successfully close a sale.

Course Content

  • About Customers
    • Why we buy
    • Communication & Behaviour
    • The Economy today
    • Needs, wants & likes

    The Sales Process

    • The Five Sales factors
    • Increasing the average customer transaction
    • Delivering an appropriate level of service to the customer

    The Customer Transition

    • the logical thought process that anyone goes through before deciding to buy facilitated buying

    The Steps of the Sale

    • Preparation & Planning
    • Approach and Introduction
    • Fact Finding and Establishing Needs
    • Selling your Product or Service
    • Making Recommendations
    • Handling Objections
    • Closing Sales
    • Follow Through


    • How the Mind Works
    • Different Communication Styles
    • Building instant Rapport
    • Body Language
    • Persuasive Intonation
    • Improving listening skills
    • Questioning techniques

    Persuasion & Selling Skills

    • Two Definitions of Selling
    • Link Selling, Upselling & Cross Selling
    • Features vs. benefits
    • Enthusiasm
    • 6 skills that add power to your words
    • Overcoming objections
    • Recognising buying signals
    • Different ways to close sales

Who Should Attend

All retail staff and managers.


This is a highly interactive workshop; Demonstration, individual and group exercises and discussions, along with participant practice will be used to reinforce learning.

About the trainer

Terry Harmer is a Member of the Institute of Training & Development (MIITD), a Fellow of the Sales Institute of Ireland, (FSII), a Member of the Marketing Institute of Ireland, (MMII) a Licensed Practitioner of NLP, (NLP Prac.), holds a BSc. in Business Administration, and a Certificate in Training & Continuing Education, training on training evaluation and transfer of skills to the workplace.

After a period of four years, from 1973 to 1977 working in a family furniture business, Terry entered the insurance industry, and built a career (from Salesman to General Manager) on strengths in training and development, people management and leadership skills.

In 1991, he formed NLC, and specialises in designing and implementing training programmes and modules modelled on world class companies, using best practice initiatives, to train Sales, Customer Service, Communications, Teambuilding, Leadership, and People Management. He trains City & Guilds and FETAC and short training programmes for a number of Skillnets since 2000. He is on the Enterprise Ireland Mentor panel.

For queries about future Creating a Selling Environment In-Store training please contact Aoife at or call 01 2980969.

Become A Member