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Critical Selling® Skills


Learn how to engage modern customers by becoming a “Trusted Advisor” and mastering skills to handle the most challenging sales scenarios.

Rethink how you sell with Critical Selling Skills.

Today’s sophisticated customers just aren’t buying traditional product-based presentations. To engage these buyers, your team needs Critical Selling.

Critical Selling Skills is a proven sales methodology that teaches sales professionals how to stimulate interest, quickly build trust, create value in their offerings, close with confidence, and dramatically improve their effectiveness with modern customers.

Key benefits of Critical Selling Skills

After completing this program, your sales team will be able to:

  • Quickly create connections and build trust with customers using a consultative approach
  • Differentiate from the competition through a value-focused sales approach
  • Achieve the coveted status of “Trusted Advisor” and exceed customer expectations
  • Win more business by deeply uncovering what’s most important to the customer and persuasively presenting the right solutions
  • Reduce and overcome objections from customers by adopting a proven approach

Program Objectives of Critical Selling Skills

Program objectives include:

  • Determine the difference between a typical sales professional and a Trusted Advisor
  • Successfully plan for sales calls by setting objectives and using a pre-call planning tool
  • Confidently open sales calls, create rapport, engage the customer, and set a positive tone for the sales interaction
  • Utilize a focused questioning methodology to thoroughly uncover customer needs and dig deeper in the sales discussion
  • Increase customer buy-in by using a methodology to present solutions, insights, ideas, and benefits tailored to customer needs
  • Recognize when to close and follow a closing approach that leverages the momentum of the sales interaction and seamlessly moves the process forward
  • Handle objections using a four-step methodology to uncover and address the customer’s true concern while maintaining trust and credibility as a Trusted Advisor

Sales Training Delivery Options

Critical Selling Skills can be delivered in a variety of ways:

Onsite Instructor-Led Sales Training

This classroom delivery option allows for a comprehensive learning environment equipped with role plays, case studies, group discussions, and other interactive activities enabling participants to easily transfer new skills from the classroom to the real world.

Virtual Instructor-Led Sales Training

Different from typical, self-paced e-learning environments, our online option is delivered by a live Janek facilitator, enabling participants to experience the same level of interaction they would in a physical classroom, utilizing technology.

Blended Training

This delivery method combines the ease of e-learning modules with traditional face-to-face teaching and allows participants to learn at their own pace while providing the benefits of group interaction and individual instruction.


Our Train-the-Trainer option will certify your internal training staff on the skills, processes, support tools, and methods necessary for the highest quality ongoing, internal delivery.

Janek’s training implementation approach

Our training implementation is guided by a proven world-class approach.


Hear what our clients say about us.

“We got a ton of valuable information, a ton of valuable tools from going through this training process and implementing the training that Janek gave us.”

Christine McKinney, Manager, Inside Sales Department

“Bringing Janek into the picture for our inside sales team was an opportunity for them to understand that there’s a different conversation that needs to be held with customers.”

Michael Robinson, Operations Manager
McNaughton-McKay Electric Company

Supporting services

Leverage the full scope of Janek’s solutions to drive immediate and long-term results. Contact us to learn more about these services.


Let us adapt this program for your team’s specific needs, industry, vocabulary, and culture.


Take advantage of our turn-key and hands-on training reinforcement solutions.


Validate training effectiveness in terms of performance improvement, business results, and ROI.


Use a technology solution to reinforce training in a convenient and fun format.

Critical Selling Skills

Download the brochure

More information about the Critical Selling Skills program is available in this downloadable PDF