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Sales psychology for technical people: why engineers lose deals they should win
Are your top technical experts losing deals they should have won?
The moment it goes wrong
Your highly skilled technical experts present solutions with factual precision, yet prospects often decline to move forward. They focus on specifications, missing the client's true business drivers and unstated needs. This oversight leads to stalled opportunities and wasted sales cycles, costing your company revenue.
What changes after this course
Your team will connect with clients on a deeper level, identifying real motivations beyond technical specifications. They will build trust and influence decisions using proven psychological principles. You will receive a verifiable training record and certificates of completion for all participants.
How long it takes, by who is listening
Nobody spends a day in a classroom. Every module exists in three lengths; a person takes the length their role needs, and every length ends with the same recorded questionnaire, so the training record is complete either way.
| Who takes this course | Length | Total time |
|---|---|---|
| Business development and export sales | Briefing | 1 h |
| Regulatory affairs | Standard | 2 h 30 min |
| Quality assurance and Qualified Person | Standard | 2 h 30 min |
What is in the course, module by module
6 modules. Under each title are the three things the listener can do afterwards; the audio itself runs 10 to 50 minutes depending on the length chosen. Each module ends with a multiple-choice questionnaire whose result is recorded per person for your auditor. Your human-resources or quality manager decides what counts as passed and when a level is retaken.
1Identify Client's Real Needs Beyond Technical Specifications
- Learn the specific mistake of prioritizing features over benefits in initial conversations.
- Understand how the recency effect influences a client's memory of your proposal details.
- Recognize that prospects make decisions based on emotion, then justify with logic.
2Build Trust and Rapport Faster with Key Psychological Principles
- Apply the principle of reciprocity to encourage client openness and information sharing.
- Understand the halo effect and how initial impressions impact all subsequent interactions.
- Avoid the common mistake of over-explaining, which can erode perceived expertise.
3Influence Client Decisions Ethically Using Proven Psychological Triggers
- Utilize the scarcity principle to highlight unique value without creating undue pressure.
- Understand the commitment and consistency principle to guide prospects toward agreement.
- Identify the cost of failing to address client objections early and directly.
4Communicate Technical Information Effectively for Non-Technical Audiences
- Learn the power of storytelling to make complex technical concepts understandable and memorable.
- Recognize the specific mistake of using jargon that alienates non-technical decision-makers.
- Apply the rule of three to structure presentations for maximum impact and retention.
5Overcome Objections and Secure Commitments with Confidence
- Understand how cognitive dissonance can cause prospects to resist new solutions.
- Apply the feel-felt-found technique to validate client concerns before offering solutions.
- Recognize the decision to ask for the next step, rather than waiting for the client to offer.
6Cultivate Long-Term Relationships and Generate Valuable Referrals
- Understand the importance of post-sale follow-up to reinforce client satisfaction and loyalty.
- Learn the specific mistake of neglecting existing clients in pursuit of new business.
- Apply the principle of social proof to encourage clients to provide testimonials and referrals.
Price for this title
One licence, 6 modules in all three lengths, included in every purchase, every employee of the legal entity, 12 months. Pick your company size.
Cheaper as part of a track pack or company library. Delivered within 72 hours of payment or the course is free.
Custom course or custom pricing? A course built on your own procedures and products, a mixed bundle, several legal entities, or a budget that does not fit a table: tell us on WhatsApp and you have a written quote the same day.
Ask about custom courses and custom pricingWho this is for
Roles: Business development and export sales, Regulatory affairs, Quality assurance and Qualified Person,
Businesses: every kind of pharma company
Countries: India China Türkiye Korea Japan Taiwan Egypt, Gulf and MENA Brazil and Latin America Pakistan, Bangladesh and Vietnam United States Europe
What you receive
- Audio modules in all three lengths, included in every purchase. The briefing for the board and the sales floor, the standard run for regulatory and quality, the expanded walk-through for the bench. One price buys all three; each person takes the length their role needs. Listen on the commute, at the bench, in the car.
- Made to be listened to. A narrator with character, a story in every module and real examples from the buyer's side of the table. Not a read-out of the guideline that puts the room to sleep.
- Companion workbook. Exercises and checklists per module, ready to file.
- Full transcript. Searchable, printable, quotable in your procedures.
- Source for every fact. Each statement links to its guideline, regulation or paper, so an auditor can check it.
- Certificate per learner. Name, course, hours, guideline version, date.
- Auditable training record. Per-person export for your quality file, the document inspectors ask for under EU GMP Chapter 2.
English first. Other languages are available in test mode on request.
Request a free sample module