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Using Neuro Linguistic Programming (NLP) techniques to improve behavioural skills and enhance communication, rapport building and goal setting to make a positive impact on business performance. In our sector, where communication is a key competence, these skills are particularly relevant across many disciplines.
Who should attend?
This course is designed for any professional whose success depends on effective communication, including but not limited to:
Sales Executives (Retail, B2B, Corporate)
Account Managers & Key Account Directors
Aftersales Advisors & Service Managers
Customer Success Managers
Business Development Managers
Client Relationship Managers
Support & Retention Teams
Field-Based Representatives
Leadership teams overseeing customer-facing departments
If your role involves influencing decisions, building trust, handling objections, managing expectations, or maintaining long-term relationships, this course is directly relevant.
Learning Outcomes
🔥 1. Immediate Boost to Communication Competency
This course isn’t generic theory — it’s built around neuro-linguistic programming (NLP) techniques that enhance real-world communication, including listening, questioning and adaptive messaging that resonates with buyers. You’ll learn how clients actually think and decide, not just what to say.
🤝 2. Build Stronger, Faster Rapport with Customers
Rapport isn’t a “nice-to-have” — modern psychology shows that effective rapport drives sales outcomes. This training teaches how to mirror and align with clients’ communication styles so that trust is established quickly and naturally.
🧠 3. Understand Buyer Preferences Deeply
By learning how to interpret verbal and non-verbal cues, you’ll be able to decode how different buyers prefer to process information, meaning you can tailor your approach for maximum influence — a skill elite sales professionals rely on.
💡 4. Influence with Integrity and Persuasion
This course strengthens your influencing muscles ethically, enabling you to move conversations forward without high-pressure tactics. The focus is on understanding needs and guiding decisions — which leads to higher close rates and stronger long-term relationships.
🚀 5. Behavioural Skills that Improve Performance
NLP isn’t just about language patterns: it’s about shaping your own behaviour and mental models to consistently act in ways that lead to sales success. This self-management element is transformative for confidence and professional presence.
📊 6. Adaptable to Any Sales Context
Whether prospecting, pitching, negotiating or managing accounts, the principles taught translate across phone, email, face-to-face or virtual selling. You’ll leave with frameworks you can implement immediately.
🏆 7. Expert Instruction from a Practitioner
The course is delivered by an experienced trainer with a background in sales leadership and NLP application in business — someone who has implemented these techniques in real sales environments.
⏱ 8. One Day with Long-Term ROI
Delivered in a concise one-day format, this course balances efficiency with depth, giving participants tools they can apply straightaway without long time out of the office.
📈 9. Measurable Business Impact
Delegates typically report improved win rates, smoother negotiations and better handling of objections because they understand why buyers resist and how to address it purposefully. NLP-informed selling correlates strongly with increased revenue performance.
🎓 10. Strengthens Personal and Team Capability
Beyond individual skills, NLP can uplift entire sales teams — improving communication norms, shared language for customer engagement, and a consistent approach to buyer psychology that raises the overall standard of selling performance
Who trains this course?
Roy McDonald’s background is in sales, management and leadership within several sectors including the Automotive and ERP industries. He has been successful in training and coaching teams, individuals and senior managers – helping them to achieve their business and personal goals. With a style that is both engaging and pragmatic, Roy is a fantastic asset to the BVRLA training team.
Duration and Cost
9.30am - 4.30pm
*Book your spaces 2 weeks or more in advance of the course date and receive a £100 discount on the course fee*
Member Fee: £329 + VAT (Full Price £429 + VAT less than 2 weeks before the course date)
Non-Member Fee: £529 + VAT (Full Price £629 + VAT less than 2 weeks before the course date)
Have you considered Driven By You?
This course, alongside our whole course portfolio, can be 'Driven by You' exclusively for your business. Visit our BVRLA Driven by You page to find out more.
