Relationship Building for the Sales Force


What does it take to build and maintain quality relationships? Relationships are built where there is mutual understanding between or among individuals. However, this is not built overnight. Establishing a relationship has certain requirements for it to develop. A relationship exists where there is constant interaction with another person. Trust and respect are also very important aspects in a relationship. An organisation successfully achieves its mission and vision when employees and their team members are in a harmonious relationship with each other as well as with their customers. Internally, this means a great working environment. Externally, this helps to create a great customer experience when combined with products and services.

While knowing that relationships are important, we have to remember that it also comes with the development of a variety of individual skills which are both verbal and emotional. These skills include active listening, dealing with conflict, recognising and managing emotions and dealing with stress. Although stress is a normal part of life, negative stress weakens your emotions and distracts rational thinking. In order to communicate well with colleagues and customers, we have to learn to recognise our emotions, and know how these feelings affect our actions and our relationships with others.

In this highly interactive session, participants will learn guidelines and principles for developing fulfilling relationships both with customers and colleagues. These guidelines will ensure that with the high level of competitiveness in your industry, you maximise your organisational capability and deliver on your commitments.

Learning Objectives

By the end of this two day workshop, participants should be able to:

  • Improve success rates and build quality long term relationships with customers
  • Think more innovatively about both the product and the approach
  • Demonstrate consultative selling
  • Improve the customer experience
  • Improve interactions with team members
  • Manage themselves through the process of relationship building

Target Audience

This workshop is specifically designed for sales personnel at all organisational levels.

Programme Outline

Topics to be covered over this two-day workshop include:

  • Discovering how new thinking equals new results
  • Recognising the difference between consultative selling and manipulative selling
  • Responsibilities of responsible salespeople
  • The value of creating a customer experience
  • Influence how customers view your product, your service and you
  • The relationship building process
    • Acquaintance
    • Connection
    • Mutuality of Purpose
    • Relationship
    • Maintenance
  • Applying emotional Intelligence to the relationship building process


This workshop involves brief lectures followed by a series of exercises and worksheets.  Participants are required to come with laptops and calculators.

Facilitator's Bio-Sketch: Mr Anthony Ragoonanan

Anthony Ragoonanan B.Sc., MBA is the Principal Trainer and Consultant for VFormation Training and Development, with core skills that include Communication, Leadership, Sales, Customer Service and Management. Anthony is dedicated to performance management and empowering people with the skills to make a difference in their organisation, their society and their lives. His primary goal is to address the competence related needs affecting companies today so that employees can deliver measurable results. His purpose is to not only make an impact but to make a difference by developing and challenging staff to achieve top performance not only as individuals but as part of a team.

With over 15 years in the sales environment, having worked for both local and international firms, he has had experience on the front line, in sales as well as a trainer and manager. His experience has also exposed him to several distribution companies, health care professionals, hospitals and service companies in the Caribbean region where he gained first-hand experience in learning how companies run their business, develop their people and maintain their corporate culture.

As a Trainer and Consultant, he is presently working with local and International companies including the development of several programmes at the Arthur Lok Jack Graduate School of Business.

Anthony possesses a Bachelor of Sciences degree (University of Guelph, Ontario, Canada) and an MBA (Andrew’s University, Berrien Springs, Michigan, 2008).


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $3,500.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Umesh Sookoo ext. 367
Sargam Samaroo ext. 115



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



Follow Us on Twitter

Like Us on Facebook