Bitesize training courses → Sales courses → Establishing the need
Training course:
Establishing the need
Great selling starts with great discovery. This fast, practical session helps your team run broader, deeper conversations that reveal what buyers truly care about, then prioritise it. People learn a questioning framework they can use on the very next call, alongside active listening habits that surface both spoken and unspoken needs.
Two hours • In-person or remote • 4-15 participants
About this bitesize training course
Discovery is where value is won or lost. We show participants how to separate needs, wants and desires, then test understanding with clear summaries so buyers feel heard and understood. The outcome is a shared picture of success that makes later conversations smoother and more productive.
The approach is deliberately practical. People use a simple questioning framework to uncover degrees of need, blend pain and gain questions to build urgency, and capture the customer’s language verbatim. Short drills build focus and reduce mind wandering so listening quality stays high, even under time pressure.
Leaders tell us the benefits show up quickly. Pipelines become cleaner, meetings finish with clear next steps and proposals reflect what matters most to each stakeholder. It dovetails neatly with value selling and objection handling so the whole sales process feels consistent from first conversation to close.
Key details
this bitesize training course is two hours long and packed with useful concepts
designed for groups of 4 – 15
delivered by an expert trainer at your workplace, or virtually
interactive, with plenty of exercises that get people talking
customisable, to connect with your organisation’s values
Who this course is for
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Sales teams who want richer discovery in limited time
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Account managers and customer success specialists who must uncover opportunities in renewals and reviews
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Technical experts who need to translate vague requests into clear, prioritised requirements
“Everything BiteSize Learning has delivered for us over the past year has been fantastic. The trainers have been exceptional, and the sessions have gone down really well. I’m really happy to recommend them.”
Julie Hyett, UK Talent Lead, Aon Risk Solutions ★★★★★
What participants will learn
By the end of this training course, participants will:
Understand the difference between a customer need, want and desire
Listen with full attention, avoiding unrelated thought and rehearsed questions
Use a questioning framework to identify different degrees of need
Ask pain and gain questions to build urgency
Ask high value questions to elicit quality information in limited time
Define vague needs such as quality, service and good price, then help customers prioritise them
💡 This is a practical, interactive session designed to create lightbulb moments that participants can take back to the workplace immediately.
Core topics covered
Needs, wants and desires
A shared language for discovery that prevents assumptions and guesswork.
Listening skills that stick
Simple techniques to maintain focus, avoid mind wandering and signal genuine interest.
Pain and gain questions
Build urgency by exploring risks avoided and outcomes achieved.
Questioning framework
Openers, probes and pivots that reveal degrees of need and unlock new value.
Course Delivery
Our management training courses for new managers are designed to be short, powerful, and easy to fit into busy schedules.
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2 hours, packed with high-impact learning
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Delivered in-person anywhere in the world, or virtually for remote teams
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Best for 4–15 participants to maximise engagement
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Live, interactive, discussion-based with no long lectures or death by powerpoint
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All our courses can be tailored to your organisation’s values, culture, and goals
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Inside and field sales teams
Account managers and renewals teams
Consultants, engineers and specialists who sell through conversations
Provide practical establishing the need training for your teams.
Pair this with
Selling the value
For confident value messages that align with the needs you uncover
Address concerns without dropping price
Gain the knowledge, skill and confidence to negotiate win/win deals that grow your bottom-line profits.pproach to different motivators
Outcomes you can expect
Organisations book this course to help teams:
Run tighter meetings that surface decision criteria early
Identify additional opportunities linked to real needs
Progress opportunities faster with clearer next steps
Set up compelling value stories for later stages
💡Ask about a connected programme for managers that covers the essentials. We’ll help you shape a high impact sequence that fits their calendar.
Ready to Get Started?
Empower your managers to lead with confidence and deliver results.
Frequently asked questions
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We use a simple, repeatable structure that moves from open discovery to targeted probes, then to clarifying and summarising. It helps people surface degrees of need, check understanding in the customer’s words and agree the problem statement before discussing solutions.
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Participants learn to define vague terms into specific, testable criteria. We guide them to ask for concrete examples, boundaries and priorities, then rank those criteria with the customer so both sides are focused on what matters most.
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Yes. The framework blends questions that explore current problems and risks with questions that uncover desired outcomes. This balance builds urgency without pressure and reveals the commercial and emotional drivers behind a decision.
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We teach short, practical listening drills that reduce mind wandering and keep attention on the customer’s language. People practise signalling interest, pausing well and reflecting back key phrases so the customer feels clearly heard.
