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Professional Selling Skills

Course description


This course focuses on professional selling skills development in reactive sales. It’s major objective is to maximize conversion ratio, sales manager’s efficiency in interactions with customers to increase the probability of closing sales when dealing with both individual and corporate customers – be it a reservation request, MICE request or private function organization or corporate deal arrangement.

The course covers the following: tools to build trust in business relationships, customer’s needs identification, commercial offer preparation, tools to maximize potential sales when customer is in doubt or rejects the offer. One of the key aspects of the course is customer’s decision making process and sales manager’s related influence and tools to close sales depending on the customer’s psychological type.


As a result of the course the participants will learn to create value for the customers though professional selling, communicate professionally and increase conversion ratio and revenue.    


The course will be beneficial for:

The course will be beneficial for both experienced sales managers and reservations specialists and those who have relatively little experience in sales. The first ones will discover new tools to interact with customers in a different way maximizing sales potential and will find the ways to overcome obstacles typical for sales in hospitality. The less experienced or the ones planed for promotion in sales will be set up for success by obtaining professional selling skills.



Course objectives

After completing this course students should be able to:

  1. Explain the value of win-win approach in sales where both the customer and the hotel get value via sales.
  2. Make a clear difference between reactive and proactive sales and related sales approach in reactive sales.
  3. Formulate unique value propositions based on customer’s values and needs.
  4. Define different customers psychological types.
  5. Choose to interact in a certain way depending on the customer’s needs and benefits as well as psychological type.
  6. Professionally define customer’s objectives and needs.
  7. Create customer focused commercial offers maximizing the probability of sales.
  8. Define the customer’s decision making process and his/her stage at a certain moment of time.
  9. Use different sales approach depending on the customer’s status in a decision making process.
  10. Conduct customer focused, ‘making a difference’ site inspections.
  11. Understand own input in creation of customer loyalty.



The course is designed in modules using text, voice, videos, photos, and remember notes for interactive and engaging learning cycle. After each module there are different activities which help you test your knowledge, do self-development, or communicate with your course colleagues.


One of the main principles in our methodology is note talking. In order to encourage thinking, engagement and understanding of the material rather then memorizing we do not allow printing or coping of the material while studying.

We do encourage notes taking, writing down key points and researching.


Our professional course developers and moderators are industry professionals with great working experience in the specific field, proven experts on the market. They will follow your course development, challenge you and make you use your brain.




Course modules


This course contains 7 modules for professional selling skills development as well as understanding the customer focused approach in sales aimed for establishing long lasting, loyalty promoting, relaitonships:


Module 1: Theory of sales

This module sets up the scenes and defines the concept of sales as such and win-win approach as the basics for successful sales. Special attention is paid to definition between reactive and proactive sales. Course participants will be involved into competitor’s check and creation of unique selling propositions as seen by customers, will learn to communicate in a customer focused way.



Module 2: Customers types

This module details distinct customer’s psychological types and verbal and nonverbal signs that help sales managers to define the best way of interaction with different customers. The participants will learn to use different voice types and nonverbal ways of communication.




Module 3: Customer’s needs

This module starts with discussion of how to build trust with customers, what are the factors that are influenced by sales manager to win the customer at early stage. We then will learn techniques to identify customer’s needs and different types of questioning techniques to be used.



Module 4: Customer’s decision making process

This module will help participants to understand customer’s decision making process and learn to define one of the three decision making modes: agreement, concern and rejection. Participants will discuss their relative power in decision making process.


Module 5: Winning the customer

This module is totally dedicated to different techniques aimed at interactions with customers leading to win-win sales depending on where the customer is in a decision making process.


Module 6: Site inspection

This module will focus on how to conduct a brilliant site inspection of a hotel that will win your customer’s heart.


Module 7: Customer loyalty

Within this module the participants will get an understanding of customer loyalty their relative power in building loyalty.


Grading system


The grading system is composed of the following activities:


Answer the question

Throughout the course there are a number of questions covering different topics including theory and practice. There are no right and wrong answers to these questions. Those are composed to develop your out of box thinking. You are required to answer all questions in order to earn your grade.


Research and describe as well as think

In different topics there are assessments where you will have to do some research by using internet or if you are more active go out and do yourself by visiting different places (restaurants or hotels) or to reflect on your practical experience. There are no wrong or right answers to these activities. They are composed to develop your knowledge improvement and your understanding or the importance of being informed. You are required to answer all research in order to earn your grade.


Case studies – discussion in eCafe

There are specific case studies including into this course. We highly encourage you to carefully read them, make notes, get conclusions and different opinions and then communicate with other participants in the eCafe. There are no wrong and right answers to the case studies. There are there to develop your out of box thinking, problem solving, communication skills and empathy. You are required to post at least one post and reply to at least one response from other participants in each case in order to earn your grade.



There are eight quizzes in this course. Quizzes are developed based on the material you will study. There are multiple-choice questions. You need a passing grade of 70% and you have multiple attempts to take the quizzes. Click on the Quizzes and take the quiz that corresponds to the name in your studying material.


Final exam

The final exam is based on multiple choice questions from all the material you have studied. The final exam is automated and you are allowed to take it only when you have completed all study material and activities.


The weight distribution of the grading criteria


Answer the question


Research and describe as well as think


Case studies – discussion in eCafe




Final exam



Passing grade of 70% is needed to earn Hospitality Training Institute Certificate. The quizzes as well as the final exam have opportunity to be retaken.

There is no active dates for this course.