The Counsellor Salesperson

The Counsellor Approach
The Counsellor Approach

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Going to market with unique, high-quality products and services is no longer a guarantee that sales will be made and accounts will be retained. Remaining viable in today's business environment requires salespeople who can respond to customers' business needs, priorities and interests better than the competition. Salespeople must be able to quickly discover and understand the business issues related to strategy execution. It all begins with a consultative selling approach—working closely with customers to solve real business problems.

The Counsellor Salesperson (CSP) uses a four-step consultative selling process that helps salespeople transition from simply making transactions to solving real business problems. CSP focuses on adopting a Counsellor Mindset—a mindset that builds profitable, long-term customer relationships.

Program Outcomes

The Counsellor Salesperson (CSP) establishes a basic philosophy of selling with a common and easily understood approach. CSP provides a win-win approach to selling that emphasises problem solving from the customer's point of view.

Implemented as a flexible and integrated Human Performance Improvement (HPI) solution, it enables a consistent customer experience from the salesforce, effective coaching and performance management with a variety of tools, and overall increased sales.


Wilson Learning believes that learning must be transferred to day-to-day work practices. To achieve this, The Counsellor Salesperson (CSP) includes components and activities that enhance:

Participant Readiness: Prepares salespeople and managers for the overall learning experience

  • Pre-workshop communication sets the context for learning.

Learning Design: Embeds practice and use of new skills in the learning design. The learning can be flexibly delivered as a:

  • Three-day face-to-face application-oriented workshop (two-day option available)
  • Series of instructor-led interactive webcast workshops delivered over time. The webcast design drives a constant stream of engaging learning activities—whiteboards, breakout rooms, polling, group work, video, real-time work, and more.
  • E-learning program with 23 eCSP mini-mods to provide an interactive on-line learning solution
  • Blended solution (with e-learning content followed by an optional application day)

All can be delivered in modular format over non-consecutive days to allow application between sessions. CSP, as a workshop component, can be taught by a Wilson Learning facilitator or by an organisation's own leader-trained in-house professional.

Organisational Alignment: Ensures the organisation supports the use of the new skills

  • Post-learning reinforcement activities (optional) for both the manager and salesperson support both skill application and implementation.

As a result, CSP becomes part of your organisation's selling practices, benefiting customers and increasing productivity.

Enabling Improved Performance

The Counsellor Salesperson (CSP) features various performance application, reinforcement and support tools. These additional learning components—application exercises, job aid cards, implementation guides, electronic reinforcement tools, performance checklists—ensure that salespeople can hone newly acquired skills and behaviours upon returning to work. Involving sales managers early on, and training them to coach for improved performance, is also fundamental to a successful CSP implementation.

To discover how we ensure learning is reinforced and applied for improved performance, see our Learning Transfer Approach.


Organisations that implement The Counsellor Salesperson have access to measurement and evaluation tools. Beyond tracking sales efforts with the planners and performance checklists, the Win-Loss Review helps sales managers and their salespeople track the actual impact of counsellor selling skills on real sales performance.

Wilson Learning's (optional) Customer Relationship Inventory (CRI) assessment instrument uncovers what customers really think about an organisation's salesforce. This concrete, real-world feedback motivates salespeople to perform and acts as a blueprint for creating individual, group and organisational development plans.


In most implementations, Wilson Learning will partner with your organisation to measure the initial behavioural changes and business results. Our common interest is to make sure that The Counsellor Salesperson delivers the results you seek. We are committed to helping you succeed. We will work with you to set up measurement systems to help move desired change forward and sustain the momentum of your implementation.

To learn more about measuring the impact of learning, visit Measurement and Evaluation Services.

This offering, like all others from Wilson Learning, can be customised to reflect your sales environment and business priorities and can be integrated with your sales process.

Other Solutions That May Interest You
 Aligning with Customer Buying Behaviours
 Conducting Strategic Business Calls: Discovering Critical Success Factors
 Consulting with Clients
 Counsellor Prospecting
 The Counsellor Salesperson Challenge
 Creating Differentiated Offerings
 Customer Relationship Inventory
 Managing Decisions
 Managing Opportunities
 Negotiating to Yes (Sales Edition)
 Turning Information into Sales
 The Versatile Salesperson
Public Workshops
  See current offerings for The Counsellor Salesperson

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