Consultative selling: best & next practices

Learn to adapt sales strategies in a service-oriented environment which demands a differential offer; and develop the managerial skills that are needed to adapt the sales function to this environment.

  • Marketing
  • Sales
  • Commercial
Next edition
Classes start
21 April, 2021
Program ends
28 April, 2021
Wednesday from 10 am to 7 pm. Total length of the course: 16 h
ECTS credits
1200 €

In sales, an inability to adapt to the buyer translates into diminishing returns, inadequate training and very low productivity.

The need to add value requires sellers to assume the role of professional advisors, allowing them to gain an in-depth understanding of the needs of the buyer and aligning these with the product or service being offered.

Why choose this program


Improve your results and indicators in B2B sales

You will analyse roles and work on segmentations, techniques and tools to achieve a significant improvement in your professional results in B2B sales.


Executive training

Spread over two sessions, enabling you to gain in-depth knowledge about consultative selling without neglecting your professional obligations.


High-level networking

Grow your network of professional contacts with high level executives.

Who is it for?

The course is aimed at B2B salespeople with a minimum of 3 years of experience, as well as KAMs, sales directors and commercial directors, marketing managers and sales enablement managers and service companies in general (insurance, banking, etc.).

Admission and enrolment


This Executive Education Course in Consultative selling: best & next practices combines lecturer presentations with student participation.

It takes a theoretical-practical approach, to facilitate learning, make it fun and encourage participant interaction, student-to-student and student-to-lecturer.

The evolution of personal selling

The role of sales teams in the era of hyper-information.
Where do conventional sales techniques (transactional selling) fall short?
What can we still use from conventional sales techniques?

Segmentation in marketing and sales

The key element: defining the value proposition.
Segmenting based on the value sought by the buyer.
Different technologies for different segments.
Different technologies with the same seller profile?

From Traditional Selling to Solution Selling

The Miller Heimann approach: Strategic & Conceptual Selling.

A useful concept: the roles of the Decision Making Unit.

The Neil Rackham approach: SPIN Selling.

Sequential sales exercise with SPIN Selling.

The Ketih M. Eades approach: Solution Selling.

Practicing some basic elements: Milestones, the Nine Block Vision, the Pain Chain, case studies and prompters.

From Solution Selling to Challenger Sales

Is "Solution Selling" dead?
What kinds of salespeople succeed in complex sales?
The communication process in Challenger Sales.
  • Who should you communicate with? Mobilizers and talkers.
  • Personalizing using the “professional bias”.
  • The fight against the “status quo”.

From Challenger Sales to Insight Selling

What do great salespeople do (depending on the customer and what they observe)?
Creating differentiation and urgency focusing on "hidden needs".
The levers to find new value and create the vision.
The process: connect, convince, collaborate.

Qualification obtained

Upon passing the Executive Education Course in Consultative selling: best & next practices, you will receive an official certificate from UPF Barcelona School of Management endorsed by the prestigious Pompeu Fabra University, the top ranked university in Spain and Latin America (Times Higher Education Ranking 2020).


Our Executive Education courses are run by recognized experts with extensive experience in their field, who will transmit all the necessary knowledge to help you carry out managerial functions and make decisions that add value.

Academic directors

Joan Sibina

Consultant and speaker specialized in the application of consultative selling methodologies. He has directed Seminars and Practical Training Workshops for leading companies.


The Executive Education courses combine content that is key for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.


Collaborative learning and real case studies

The diversity of student profiles enriches learning through a shared and interdisciplinary perspective. An integrative learning approach is used in the classroom, in which the active participation of all classmates is promoted in the form of dialogue and exchange of ideas for the resolution of various real case studies.


Practical approach

The program has a theoretical base, taught by lecturers, complemented with practical experience acquired in class through real business case studies.


Executive vision

We take full advantage of the time available, concentrating valuable learning within a few hours, in accordance with the demands of our participants, who hold positions of great responsibility in important companies.


Evaluation consists of following the sessions and practical case studies worked on in class. 


The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Personalized, interdisciplinary, and based on management as a practical resource for bringing ideas to life.

Professional Future

Executive Education training combines fundamental content for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.

Student profile

The Executive Education Course participant ecosystem is made up of professionals with a relevant career history. 

The diversity of profiles and sectors represented in Executive training at UPF-BSM contributes added value to the learning experience. It consists of directors, CEOs, managers, executives, entrepreneurs, consultants and heads of teams, areas and departments.


Average age


Average years of professional experience

Career opportunities

This Executive Education program will provide you with the necessary knowledge to exercise executive and Director/Management functions.

  • Team or Department manager.
  • Strategic consultant.
  • Management positions in any of the functional areas of a company: marketing, finance, human resources, production, etc.
  • Entrepreneur with your own project, thanks to the broad business vision provided to ensure its success.
  • Intrapreneur: entrepreneur of projects within your organization.

Admission and enrolment

The admission and enrolment process for this course consists of a few simple steps.

Who can apply?

Our Executive Education Courses are aimed at professionals in or seeking management positions and looking to acquire or recycle essential knowledge for their executive professional development.

How to apply?

To enrol in this program, you must read and accept the Contract Terms and Conditions and fill in the registration form.

The following steps need to be taken to register for the course:

1. Fill in the admission application form. You will receive a username and password to access the eSecretaría platform.
2. On the platform, upload a scanned copy of your ID (both sides).
3. Go to the "Enrolment" section to pay for the course by credit card or bank transfer.

In certain cases, additional documentation may be requested. 

The application is subject to the availability of places.

Application for admission
You are applying for admission to the program:
Consultative sale: best & next practices
Modality: Presencial
Language: Spanish

Consultative selling: best & next practices