The Quick Version

if you're in a hurry or if you're high Hustler, Mover or Politician. About the 7 styles


Empathy Selling - a unique business training course

Empathy Selling - a unique business training course A great 2-day sales course which teaches salespeople how to create strong and profitable sales relationships. How to use their Emotional Intelligence in Selling. This unique sales training course does this through salespeople learning the Empathy Styles model - how to quickly 'read' the personality of their prospects and customers. The sales course then shows them how to create a strong sales relationship based on that knowledge. Create the relationships then get the sales that others will miss.  

How long?

2 days

Who for?

Anyone in sales or who manages a sales team

How much?

£575 plus VAT per person - 10% discount available for booking more than one person on each course

When & Where?

London - Venue & Date TBA


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The Detailed Version

if you want to drill down into content or if you're high Normal, Double-Checker,
Artist or Engineer.About the 7 styles

Empathy Selling - a unique business training course

An invaluable 2-day Sales Training Course where you will........


  • Learn the secrets of how to build successful business and sales relationships with buyers and prospects - even the difficult ones!
  • Learn with which prospects to spend your valuable sales time, and how to spend it,
  • Learn how to make more profitable sales by working with the unique personality of the prospect



This unique sales training course will show you how to adapt your sales approach to different personalities and you will therefore make more profitable sales.

If you've been in sales for a while you probably get on with most people - you've learnt to adapt to other people's ways of doing business. But if we're honest there will always be people whom we don't get on with, or worse, they don't get on with us. If we're aware of that then we can work with it, maybe putting someone else in that account. But often we're not really aware of the poor relationship. Maybe we think we have a great relationship but still they don't buy?!

Or maybe you'd just like to get in tune with people a little more, knowing how and why they're different, rather than approaching people as you've always done. This unique business training course will show you why that happens. And what you can do about it.

It shows you how the Empathy Styles model works - how you can 'read' other people's styles, almost instantly on meeting, or on the phone - and how to adapt your sales approach to get alongside your buyer. It is the salesperson's answer to the question, 'How can I develop my emotional intelligence in sales?'

It is an extraordinarily powerful yet simple concept that is easy to grasp, fun to learn and profitable to put into action. Sales managers and Sales Directors tell us that one of the challenges they face in training salespeople is how to transfer to their people their own experience of customers and prospects which they have gained over a lifetime in sales. This Empathy Selling Sales Course is the answer.

Who will benefit?


  • Salespeople
  • Sales Administration staff
  • Technical people (pre-sales) who have to sell
  • Consultants who have to sell or develop and maintain business relationships
  • Telesales and telemarketing people
  • Sales Trainers
  • Sales Managers
  • Sales Directors
  • Business Owners


What Will You Gain?


  • The best way to build rapport with, question, present to and gain commitment from individuals and groups of people,
  • Practical ideas that will provide you with quick wins in the opportunities you are working on,
  • Becoming more effective in working with customers and colleagues,
  • Knowing how to reduce frustration when dealing with certain people,
  • Being able to predict and plan for the likely objections people will put in the sales cycle,
  • Having fun in learning about your own temperament and that of your buyers,
  • You will have at your disposal a new set of skills to smooth the path to long-term profitable relationships with customers.


Topics You Will Cover During the 2 Days

Day 1

Introduction and Objectives
We tell you about the course and how it will run over the 2 days. Very importantly we get to know why you're on the course, what you expect to gain, and something about your own sales methodology. This helps us to adapt the course as it progresses to your needs.

Background to the Empathy Styles model - how and why it works
You will understand why this powerful and practical sales tool works because of its background from a fully validated psychometric .

The challenge of relationship with people very different from us
Identifying your important business and personal relationships. Appreciate the challenge of working with people who are very different from us. See the benefit of working differently with people.

Understanding the 7 Empathy Styles
Get to grips quickly in the first morning with the 7 Empathy Styles - what they mean - how they determine people's behaviour - the strengths and weaknesses of each style - what each style will respond to and what puts them off!

Understanding the similarities and differences between the styles
Drive your understanding of the 7 styles deeper by knowing how each one is both different and similar from the others

How to spot the styles in others - quickly
Learn to use TOPDOG - our unique 6 step process to quickly read another's personality. The group meets 2 people, new to the group, to discover for themselves how easy it is to identify others Empathy Style on first meeting. Understand the 4 times when you can get to know someone else's style.

Identifying your customers
Use your learning of the 7 styles to identify your customers' and your prospects' personalities - realise how easy it is to read them when you know what you're looking for. Begin to really appreciate - at a psychological level - why you get on better with some than others and what you may need to change in your approach.

Building Rapport with them
Getting in step with your customers and prospects is crucial to a successful sales relationship. By this time you will know what and how much 'rapport' each style needs. You will have a natural way of relating to people - in this session you will realise why it sometimes works and why sometimes it doesn't.

Communicating and Working with the different styles
Beyond Rapport comes the working relationship. The challenge each of us faces is how to communicate and work with the different styles - what each style needs and how to provide that for sales success. In this session you'll discuss your own prospects and customers and what you need to do differently.

Day 2

Review of learning
Review and reinforce what you've learnt so far and what you've realised overnight about your own and others' styles.

Effect of a low score with each style
One of the unique points about the Empathy model is that the LOW styles of each person can sometimes be as important as the HIGH styles in determining their behaviour. So learn in this session about how to judge the low styles in your prospect and what that means in terms of your sales communication.

Combinations of styles
Each of us is a mixture of styles - some of us will have as many as 4 styles scoring 'high'. Some of the these styles 'combine' easily in our personality to produce an enhanced and complementary result. Other styles will conflict with each other producing a different result. In this session understand how 'combinations of styles' works, and why it's important to know the Empathy Style combination of your prospect. Learn how to read this combination and how to respond with the appropriate sales approach.

Review your own profile
Now we've worked on Combinations, it's time to have another look at your own profile again - to check that you've got it about right. And in helping you to understand your own behaviour preferences through your Empathy Styles profile, this session drives your understanding of the model and therefore your prospect deeper still.

The Presentation Step in the sales process
Many people would say that a major part of selling is presenting your proposition. And we'd agree so long as we can add that establishing Rapport and Credibility and then Questioning for the business or individual needs are just as important! So we work on these as well as presenting. The challenge we all face in selling is moving away from our 'usual' presentation and genuinely adapt our proposition so that it will appeal to the unique Empathy Style preferences of the prospect. This is one of the sessions that will challenge you to make the change that you need to make - potentially to present your product or service in a way that you are not used to or find comfortable!

Handling objections
One of the ways of recognising experienced salespeople is by the way they welcome and handle objections. Imagine being able to predict which objections a particular prospect is likely to raise. Well, that's exactly what this session will do. We work with the 7 fundamental objections and will show you which Empathy Styles will throw you which ones. (And incidentally, one of the styles is unlikely to raise any objections, and still they won't buy from you!)

Always salespeople will ask us 'how do I close?'. In this session we discover which close will work with which style. A truly valuable piece of knowledge.

Strategy review
As a professional salesperson you know that professional selling is not just about the face-to-face contact. It's also about how you go about prospecting, understanding the organisation and the decision-making process, getting past the gatekeepers, setting up meetings, sending information appropriately, maintaining contact, writing proposals, following-up and closing the deal. This session is about how you go about approaching and selling to an organisation that you don't know. Now that you understand the Empathy Approach it becomes easy to work with your colleagues on the course to come up with the best approach to each scenario.

How others see you
Not everyone will welcome your visit as a salesperson. Not because they don't have a need but because they don't like you - your personality clashes with theirs. Psychologists tell us that as many as 40% of the people who meet you will not like or understand you. If you're experienced you'll know this already. You'll know that some people would probably prefer to deal with someone else from your organisation, or maybe they're already doing business with your competition. At this stage in the Empathy Selling Course you'll understand why certain people will clash with you - and of course, by this time you'll certainly understand how to predict that and what to do to correct that position. In fact you'll be starting to be skilled in showing a different side of yourself - becoming more flexible in the way you deal with people, particularly those who are very different from yourself.

Planning to put it into practice
The 2 days will have gone quickly. You will have gained a lot of insight and as important a lot of skill as you've practiced with your colleagues the various elements of the course. And still it's important to have a plan of what you'll do tomorrow and the next day - how will you continue the changes that you have begun to make? At the end of this session you will have a plan to work to. You may not work well with 'plans'! So whatever works for you we will work with you.

Evaluation, Certificates and Close
The end of the course you'll receive a certificate of completion. And you'll have a chance to tell us what you think of what you've learned. Not that we're looking to influence you, of course, but our experience is that most participants will rate us at the minimum of 5 out of 6 for this programme!

What's the financial investment? £575 plus VAT per participant - 10% discount available for more than one participant on the same course.

What's included?

2 days of interactive training with an experienced Empathy Selling trainer

Over the 2 days practical guidance and tips on participants' real sales opportunities and 'difficult' prospects and customers

A helpful workbook and an easy-to-use reference manual

All refreshments and lunch for both days

A certificate of completion

Unlimited email or phone support from the Empathy Styles training team following the training

When & Where?

London -Venue & Date TBA

How much?

£575 plus VAT per person - 10% discount available for booking more than one person on each course


09.00 to 17.00 both days

Get in touch