Sales Training - Adam Caplan's 'The Psychology Of Sales'

Adam Caplan's highly successful signature sales training programme. Delivers excellent results for all levels of learner.


Adam Caplan’s: ‘The Psychology of Sales’

This signature video-based sales training programme from USP has helped salespeople regularly see sales growth in excess of 300%. This is the most in-depth online sales training programme available and it is guaranteed to make dramatic improvements for everyone who completes the programme.








Selling is actually very easy IF you understand:

  • What selling is really all about
  • Why people buy
  • Why people buy from you
  • How to control conversations with people and have them believe they are in control
  • How to handle objections and turn them into sales opportunities
  • How to ask the right questions and get the right answers
  • How to build a positive sales attitude that will make you feel invincible
  • How to become a natural born salesperson

This programme is designed to help you achieve escape velocity and maximise your sales ability and results.

Whatever your current sales ability or experience, this course will help you dramatically improve your sales results immediately.

It is a 37 module programme that includes ongoing assessments, email and telephone support, the 120 page Psychology of Sales workbook that accompanies the course, and a certificate upon passing the final assessment.


This course will be of great benefit to anyone who is involved in selling or sales and wants to seriously improve their results.

The programme has already helped thousands of salespeople all over the world make radical changes to how they sell, their sales figures and, through increased income, radical changes to their lives.

Previous delegates have seen more sales, more commission and more income by taking on board and using the techniques and advice contained in this programme.

There have already been impressive results in many sectors, including, but not limited to:

  • Financial sales (insurance, banking, forex, consumer finance)
  • Direct selling
  • Telesales & Contact Centres
  • Construction
  • Publications & Software
  • Field sales
  • Motor industry
  • Retail
  • Senior executives & Sales Managers
  • Recruitment
  • Health & Safety and Compliance
  • Food


  1. Introduction and what is selling really?
  2. The 8 step Sales Process
  3. Buying decisions and ABC of closing
  4. Effective and efficient sales practices
  5. Trust and getting customers to love you
  6. Active listening and excellent communication
  7. Relationship building and Emotional Scale Mapping
  8. Wheel of Rapport and recovering broken relationships
  9. The Matrix Module
  10. Telling isn’t selling
  11. Asking the right questions
  12. The 5 A’s of sales
  13. Sales grammar
  14. The Sales Wheel
  15. The Assertive Selling Method

Each module includes an end of module assessment to ensure learners have fully understood the previous material. One cannot proceed to the next module UNTIL the previous end of module assessment has been passed. This ensures all learners get the most out of the programme.


 Upon passing, a personalised certificate will be downloadable.


Upon completing the full programme, every successful delegate will have:

  • A complete understanding of the correct sales process
  • The confidence to deal with any customer situation
  • The tools to deal with difficult customers
  • The ability to ‘close’ sales
  • A positive attitude towards selling and an understanding of what it takes to be a successful salesperson
  • The ability to control communication in an assertive manner
  • An understanding of how to sell ethically and effectively

The USP Training course ‘The Psychology of Sales’ consists of 37 modules.  Each module has an engaging film that runs from between approximately 4 and 12 minutes and a set of questions forming an assessment that must be completed and passed to continue on to the next module. Delegates are advised to take notes as the film runs to support their learning and to help them complete the assessments successfully.

An initial assessment is completed prior to starting the course to assess accurately the level of understanding of each delegate before they take the course and serves as a benchmark against which the progress of each delegate can be measured.


The USP Training course, The Psychology of Sales, offers delegates a set of sales skills and techniques to help them sell better, smarter and ethically.  Each new concept that is introduced is fully explored and the reasons why they work in a selling environment explained in detail.  Psychology is employed to help understand the buying process so the selling process can be aligned to it.

Communication is the key focus of the course, teaching delegates to think about how they communicate, why they communicate in certain ways, and why some methods should be avoided.  Many of the techniques can be applied to other life situations and each candidate, if they commit to the course and take from it the maximum that they can, will find that all areas of their life that involve communication will be enhanced and improved.

After completing the course delegates should have a better understanding of the psychology behind making a purchase and how they can adapt their selling technique to take that into account, to work with that rather than using traditional techniques that fight against it.  They will also have learned new and advanced techniques to help them understand their customers and build rapport which will make the selling process more successful.  They will have had the chance to practice their new skills and been given hints and tips on how to apply them to their every day job roles.  Some of the techniques will also have enhanced their lives and relationships, not just with their customers but with their work colleagues and people outside of work.


The figures in brackets are the length of each film that forms the basis for the module.  The assessment questions will take as long as each individual delegate chooses to take – some are simple and will take just moments to answer, others require more thought.  Some modules should be completed back to back while others are more stand alone in nature, allowing the delegate to dip in and out and manage their own training schedule around the demands of their everyday tasks. The total length of the films is approximately 4hrs 8mins.

Part 1 (5:31) – The importance to any business of sales, and to the salesperson; defining what is selling

Part 2 (7:06) – Why do people buy? Wants versus needs, the psychology of the buyer and what the salesperson can do to help them

Part 3 (11:17) – The eight step sales process; discovering what the customer WANTS, not what they need

Part 4 (6:51) – How to be an effective salesperson and use your time well

Part 5 (8:04) – Working relevantly

Part 6 (7:14) – The four step trust creation process

Part 7 (5:29) – A positive attitude; getting your customer to like you

Part 8 (7:59) – Building relationships; active listening

Part 9 (6:54) – the elements of the buying decision

Part 10 (6:09) – buying benefits for the customer

Part 11 (5:28) – The basic communication process

Part 12 (7:29) – The right manner in which to communicate with customers

Part 13 (7:18) – The communication process – what actually happens

Part 14 (7:18) – Receiving and understanding information

Part 15 (5:34) – Emotional scale mapping; understanding emotions and the affect they can have as a salesperson

Part 16 (6:00) – Building relationships and rapport – how not to do it!

Part 17 (3:55) – More techniques that are wrong in relationship building

Part 18 (6:30) – The Wheel of Rapport

Part 19 (6:10) – Respect, trust and affection; when the wheel goes wrong

Part 20 (7:45) – Using the Wheel of Rapport and when relationships go wrong

Part 21 (4:05) – The 9 step relationship recovery process – what does it look like?

Part 22 (11:46) – The 9 step relationship recovery process in action

Part 23 (4:44) – The Matrix module!

Part 24 (6:56) – Who controls the conversation?

Part 25 (6:28) – Introducing asking questions

Part 26 (3:29) – Traditional sales approach to who asks the questions

Part 27 (5:44) – Why don’t we ask questions?

Part 28 (8:59) - Why we don't like asking questions

Part 29 (7:28) - The 5 A's of Selling

Part 30 (5:05) - The 5 A's of Selling continued

Part 31 (3:06) - Summarising the 5 A's of Selling

Part 32 (9:09) - Our personal Operating System

Part 33 (6:01) - Question phobia

Part 34 (5:21) - Grammar in sales

Part 35 (3:40) - The benefits of using the past tense

Part 36 (8:10) - The sales wheel with tenses

Part 37 (2:58) - The Assertive Selling Method

Online Access.
Get Certificate.
£182.50 exc: VAT

For Businesses

Multi user discount
Yes, call us on 02085309799
Employee LMS
Survey & Feedback
Self Registration
Reminders/calendar entry
£182.50 exc: VAT Buy Now   

Samples from slides

© 2018 USP Training. All rights reserved Free Assessments Terms and Conditions