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Professional Focus: Mastering sales conversations toolkit


Publication date:

21 July 2020

Last updated:

21 July 2020


Professional Focus, Melissa Kidd

4-part webinar series designed for account executives and handlers who want to improve their conversion rates and have not had much formal sales training.

Join Melissa Kidd from Motem Ltd for a series of webinars around mastering sales conversations, designed for brokers who want to develop their sales skills.  Participants will learn to build relationships with clients to develop subsequent leads and learn techniques to differentiate themselves.


Session 1: Generating leads and networking skills

By the end of this session, participants will be able to:

  • Explain what to do before, during and after a typical networking event to develop relationships and subsequent leads
  • Get started in a busy room when you don’t know anyone
  • Hold the five step networking conversation so that you can make a good first and last impression
  • Recognise how and when to ask for referrals so that you increase your warm leads


Session 2: Positioning and persuading without being pushy

By the end of this session, participants will be able to:

  • Demonstrate value by answering three key questions – which helps to move the conversation away from price
  • Recognise the four different personality styles so that you can adapt your approach and increase your persuasiveness
  • Build stronger relationships with underwriters


Session 3: Negotiate and write profitable business

By the end of this session, participants will be able to:

  • Prepare for negotiation so you increase chances of success
  • Use strategies for effective trading and making offers
  • Handle pushback so that you don’t concede too quickly


Session 4: Turning objections into opportunities

By the end of this session, participants will be able to:

  • Use techniques to handle objections and control the conversation
  • Develop strategies to prevent the most common objections occurring
  • Use phrases to avoid inflaming the situation and get the business across the line


By watching the whole series, participants will be able to:

  • Develop relationships with prospects and clients to develop subsequent leads
  • Use techniques to differentiate themselves
  • Apply strategies to move the conversation away from price
  • Negotiate effectively to write profitable business
  • Handle objections and challenging conversations

This document is believed to be accurate but is not intended as a basis of knowledge upon which advice can be given. Neither the author (personal or corporate), the CII group, local institute or Society, or any of the officers or employees of those organisations accept any responsibility for any loss occasioned to any person acting or refraining from action as a result of the data or opinions included in this material. Opinions expressed are those of the author or authors and not necessarily those of the CII group, local institutes, or Societies.