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Professional Sales & Relationship Management 2026

Name: Professional Sales & Relationship Management 2026
Rating: 4.4 (468 reviews)

People skills training: selling, rapport building, customer engagement & relationship mastery

Role Play

Created byStarweaver Experts, Paul Siegel, Xavier Jenkins

Last updated 5/2026

English

What you'll learn

Apply core principles of sales and relationship management to build effective, customer-focused strategies.
Develop a customer-centric sales mindset using customer relationship management (CRM) to build and sustain long-term relationships.
Identify and refine your sales strategy and relationship management approach to improve performance and drive business growth.
Use proven relationship management techniques to turn objections into opportunities and strengthen client engagement.
Manage challenging customer interactions and overcome barriers using effective conflict resolution techniques.
Conduct impactful sales meetings, from initial engagement to closing deals in B2B sales and business development contexts.
Apply effective communication and active listening to understand customer needs and enhance customer experience management.
Build strong, lasting relationships through empathy and structured customer relationship management strategies.
Identify and prioritize customer needs to deliver personalized sales experiences that drive satisfaction and loyalty.
Leverage customer feedback to continuously improve sales operations, strengthen relationships, and support revenue operations.

Course content

5 sections • 28 lectures • 3h 30m total length

Welcome!0:52
Just a brief "hello" and explanation for you.
The Importance of Sales and Relationship Management10:38
In this module, you will learn about the importance of sales and relationship management in the financial industry, and how these skills can be applied in various roles and settings.

Introduction to the Sales Profession Matrix9:10
This module covers the sales profession matrix, which is a tool used to analyze and understand the various dimensions of a sales role and identify key competencies for success.
The Roles of Sales in Banking9:06
In this module, you will learn about the different roles that sales professionals play in the banking industry, and how they contribute to the overall success of financial institutions.
The Sales Process11:39
This module covers the steps and stages of the sales process, including how to identify and qualify leads, make effective presentations, and close deals.
The Sales Process: Research11:10
In this module, you will learn about the importance of research in the sales process, and how to gather and use information to better understand customers and their needs.
Creating a Unique Selling Position11:47
This module covers the concept of a unique selling position (USP) and how to develop one for your products or services to differentiate them in the market.
Open-Ended Questions7:02
In this module, you will learn about the use of open-ended questions as a sales technique to encourage customer engagement and gather valuable information.
Presentations7:35
This module covers the key elements of effective presentations, including how to plan and structure your content, deliver your message with impact, and handle questions and objections.
The Role of a Great Meeting10:54
In this module, you will learn about the role of great meetings in the sales process, and how to plan and conduct productive and successful meetings with customers.
Helping Your Prospect Become Your Client by Providing Real Buying Options8:43
This module covers how to provide real buying options to your prospects in order to help them make informed decisions and become your clients.
The Close10:28
In this module, you will learn about various techniques and strategies for closing sales, including how to identify buying signals and overcome objections.
A Review of the Importance of Sales in Banking4:13
This module covers the importance of sales in the banking industry, and how sales professionals contribute to the overall success of financial institutions.
Hands-On Learning: Sales Management0:44
This Hands-On Learning activity is designed to help you apply key concepts from the Sales Management section. You will walk through a real-world sales scenario for a banking product, explore the stages of the sales process, and use strategic tools introduced in the lessons.
Turning a Negative Customer Experience into a Relationship-Building Opportunity

Introduction to Relationship Management10:28
In this module, you will learn about the role of relationship management in the financial industry, and how to build and maintain long-term relationships with clients.
The Overview of Relationship Management in Banking11:09
This module provides an overview of relationship management in the banking industry, including its importance and the key skills and behaviors required for success.
The Risks/Rewards of Mastering Relationship Management11:04
In this module, you will learn about the risks and rewards of mastering relationship management in the financial industry, and how to balance these effectively.
An Introduction to the Principles of Positive Relationship8:58
This module covers the principles of building a positive relationship, including how to communicate effectively, establish trust, and show appreciation.
Simple Steps in the Relationship Management Process6:06
In this module, you will learn the key steps involved in managing relationships effectively.
Problem Resolution Process3:42
This module covers the process for effectively identifying and resolving problems.
The Principles of Managing Negative Relationships Part 18:01
In this module (part 1 of 2), you will learn the principles of managing negative relationships.
The Principles of Managing Negative Relationships Part 29:08
In this module (part 2 of 2), you will learn advanced techniques for managing negative relationships.
The Resolutions Matrix6:02
This module covers the use of a resolutions matrix for effective problem-solving.
Best Practices in Relationship Management5:51
In this module, you will learn about best practices for managing relationships effectively.
Sales and Relationship Management Review11:26
This module covers the intersection of sales and relationship management, concluding the course.
Hands-On Learning: Relationship Management0:45
This Hands-On Learning activity helps you apply core principles from the Relationship Management section. You’ll explore a client management scenario, respond to communication challenges, and apply relationship-building and conflict-resolution strategies.

Requirements

A basic understanding of the English language is recommended. No prior experience in sales, customer relationship management (CRM), or business development is required.

Description

In today’s professional landscape, sales is a fundamental skill across all roles - not just for those in dedicated sales teams. Whether you engage with customers, colleagues, or leadership, effective relationship management is essential to driving outcomes and building trust.

Contrary to common perception, sales is not about persuasion - it is about preparation and active listening. Successful professionals understand their value proposition, identify customer needs, and apply customer relationship management strategies to align solutions effectively. This approach forms the foundation of strong, long-term relationships and sustainable business success.

At its core, sales and relationship management are built on two essential capabilities:

Preparation

Listening

This course provides a structured introduction to sales, relationship management, and their importance across industries such as banking, services, and B2B sales. It is designed to help you develop a customer-centric mindset, improve sales performance, and strengthen long-term client relationships.

Course Structure

Section 1 & 2: Sales Fundamentals

These sections focus on building a strong foundation in sales management and sales operations, covering:

Understanding what sales truly means and your role within it

Developing the right mindset and essential sales skills

Defining your unique selling proposition

Identifying market opportunities and conducting competitive analysis

Understanding the sales process and leading effective sales meetings

Applying closing techniques, pricing strategies, and negotiation approaches

Measuring performance using key sales metrics and success indicators

Section 3: Relationship Management

This section focuses on customer relationship management and long-term value creation, including:

Understanding relationship management in business and its evolving role

Why customer relationship management (CRM) is critical across industries

Building strong internal and external relationships

Applying effective CRM strategies to manage long-term expectations

Managing difficult or negative relationships with structured approaches

Implementing best practices for sustaining and growing relationships

Why This Course Matters

Strong sales and relationship management skills are essential for business development, customer experience management, and revenue operations. These capabilities enable professionals to build trust, communicate effectively, and deliver value across all interactions.

This course equips you with practical tools and proven techniques to enhance your sales performance, improve customer relationships, and succeed in a wide range of professional environments.

More about this course and Starweaver

This course is led by a seasoned customer services and sales executives with many years of hands-on, in-the-trenches sales, customer relationship management, business development, and marketing work. It has been designed, produced, and delivered by Starweaver. Starweaver is one of the most highly regarded, well-established training providers in the world, providing training courses to many of the leading financial institutions and technology companies, including:

Ahli United Bank; Mashreqbank; American Express; ANZ Bank; ATT; Banco Votorantim; Bank of America; Bank of America Global Markets; Bank of America Private Bank; Barclay Bank; BMO Financial Group; BMO Financial Services; BNP Paribas; Boeing; Cigna; Citibank; Cognizant; Commerzbank; Credit Lyonnais/Calyon; Electrosonic; Farm Credit Administration; Fifth Third Bank; GENPACT; GEP Software; GLG Group; Hartford; HCL; HCL; Helaba; HSBC; HSBC Corporate Bank; HSBC India; HSBC Private Bank; Legal & General; National Australia Bank; Nomura Securities; PNC Financial Services Group; Quintiles; RAK Bank; Regions Bank; Royal Bank of Canada; Royal Bank of Scotland; Santander Corporate Bank; Tata Consultancy Services; Union Bank; ValueMomentum; Wells Fargo; Wells Fargo India Solutions; Westpac Corporate Bank; Wipro; and, many others.

Happy learning.

Who this course is for:

This course is suitable for learners at all levels who want to build and strengthen their sales and relationship management skills. It is ideal for individuals eager to improve customer relationship management (CRM), enhance sales performance, and develop long-term client relationships.

Professional Sales & Relationship Management 2026

What you'll learn

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Course content

Introduction to Sales and Relationship Management2 lectures • 12min

Sales Management13 lectures • 1hr 43min

Relationship Management12 lectures • 1hr 33min

Closing Remarks1 lecture • 3min

Bonus Lecture1 lecture • 1min

Requirements

Description

Who this course is for: