Sales is Leadership

At the core of sales are relationships. Building rapport, trust, and human connection is how successful business partnerships are made. The mechanics of sales are important, but ultimately, people buy from people, and creating genuine human connections is what it's all about. When it comes to professional selling, there really is Brilliance in the Basics.

Key topics include

  • Establishing rapport and building trust

  • Asking earnest questions

  • Effective listening

  • Follow-through and asking the hard questions.

BITB is built for:

  • Sales teams conducting business-to-business or direct-to-consumer sales who already have a sales tactics program (such as PSS, Integrity, Spin, etc.) in place and need to increase sales effectiveness.


We finished the year 8% above our target with unprecedented growth. ALPs were a big part of our success! The energy continues in all of our new hire training classes to set expectations for sales execution excellence. We couldn’t have accomplished such phenomenal results without your help!
— Karen Redd, Director Sales Operations, ThermoFisher Scientific

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