Consultative Selling Skills

Today’s highly competitive and ever-changing marketplace requires highly skilled sales people. Extensive product knowledge is no longer sufficient - to succeed today, sales professionals need to master a different consultative approach. Successful sales professionals adhere to the Marketing Concept, which aims at achieving customer satisfaction, building strong relationships and achieving profitable sales.

Dates: TBA
Time: 6:00 pm – 9:00 pm
Location: 688 Sherbrooke Street West
Fee: $1,095.00 CAD plus applicable taxes

" The course was very thorough and systematic in the processes and content, and most importantly the examples and tips are priceless. I'm now confident that I have all the tools to tackle any selling situation."
- Paul Keyrouz, Pomerleau


This practical course will address efficient modern selling techniques required to maximize sales effectiveness. It will demonstrate how to apply the Marketing Concept to achieve profitable sales with existing customers, acquire new ones, and develop a competitive advantage by mastering consultative approach to sales.

Who Should Attend

Professionals involved in selling: entrepreneurs, managers, sales representatives, consultants and customer service representatives.


At the end of this course participants will be able to: Effectively maintain and develop sales with existing customers, as well acquire new ones. Apply the Marketing Concept to sales situations:

  • Achieve customer satisfaction
  • Develop long term relationships with their customers
  • Get referrals from their clients
  • Make profitable sales

Topics Covered

The course is a series of 6 workshops which will provide participants with the required skills to maximize their sales effectiveness. As the objective is to ensure participants will have sufficient knowledge to transfer the skills to their own environment, 80% of content will involve exercises, case studies and role plays.

  • Attitude and sales
  • Product knowledge
  • The Marketing Concept
  • The buying process
  • Prospecting
  • Preparing a sales call
  • Approaching prospects and customers
  • Uncovering customer needs
  • Presenting product and/or service features & benefits
  • Handling customer objections
  • Closing techniques
  • Following-up for customer satisfaction


Giovanni Di Girolamo, B.A., D.S.A., F.B.A., M.B.A., Ph.D.

Giovanni Di Girolamo is a Professional Management Consultant, who also teaches Sales and Sales Management at HEC (University of Montreal’s Business School), as well as at McGill University. Over the years, Mr. Di Girolamo has been interested in the effective management of a sales force. His approach, which is also the subject of his Doctoral Thesis is that when given output goals, salespeople may not have any idea as how to go about achieving objectives. Consequently, motivation may be low and achievement less than expected. On the other hand, when salespeople are given input goals, such as the number of visits to be made, they concentrate on the process instead of the end results. As these much smaller steps appear to be more easily achievable, motivation is higher and results are greater. Mr. Di Girolamo has over thirty years of sales and sales management experience at Canadelle (Wonder Bra), Metro-Graphique, Lumec, as well as at Agropur (Fine Cheese Division). Furthermore, in his Management Consulting Practice, Mr. Di Girolamo has worked with over one hundred companies, from a variety of industries where he has implemented sales structures and infrastructures, trained and coached sales managers, as well as sales reps.

Cancellation Policy

All cancellation & substitution requests must be made in writing. The following Cancellation Policy applies:

Up to 14 days prior to the start date: Full refund
7 days prior to the start date: Refund minus $100 Cancellation fee
Within 7 days of the start date: No Refund, however suitable participation substitution will be permitted

If no notice is given prior to the start of the event(s) and you fail to attend, you will be liable for the full course fee.

McGill SCS reserves the right to cancel an event up to 5 days prior to its start.

Contact Information

Telephone: 514-398-5454
E-mail: pd.conted [at]