This course is part of the CPSA Skills for Sales Success certification program available on-line through the Learning Library or directly through the Canadian Professional Sales Association. The series has been designed to help sales professionals in all walks of life understand the key skills and foundations practiced by top sales people everywhere.

This course, Customer Relationship Building, is designed for sales professionals who must develop and manage relationships with their customers. The material is based on the best ideas of some of the top sales professionals and relates the key skill sets needed to understand the key components of effective customer relationship building.

Learning Outcomes include: How to guard against Murphy’s law, Keeping your customer a customer, Understanding the account management process, Effectively managing your time, and Classifying your accounts.

Barry LaValley is an instructor in the Skills for Sales Success Program for the Canadian Professional Sales Association. He has been in the sales industry for the past twenty three years and has developed an excellent reputation in both Canada and the United States as a selling skills and relationship management trainer. Through his company, LaValley Communications, Barry delivers sales programs throughout North America. He currently has twelve courses in the field available on the Learning Library.

CPSA would also like to acknowledge that the Skills For Sales Success online learning project is made possible, in part, through funding by Human Resources Development Canada.

1. Introduction
2. Handling Murphy’s Law
3. Exceeding Customer Expectations
4. Dealing with Customer Conflict
5. The Account Management Process
6. Buying Influences
7. Step 1: Account Forecasting
8. Forecasting Expenses
9. Step 2: Segmenting Your Accounts
10. Step 3: Strategic Account Plan Development
11. Step 4: Implementing the Plan

Mr. LaValley is an active speaker, writer and educator in the areas of practice management and selling skills across Canada. He takes a unique approach to both topics and bases his education on understanding how the client perceives the sales process and how that affects how a sales practice is managed. In addition, he speaks and writes regularly on retirement lifestyle issues.

Mr. LaValley has been called “one of the best communicators in the Canadian Financial Services industry” by noted industry commentator Dan Richards, of Marketing Solutions. He has a solid reputation as a common sense, down to earth speaker on the topics he covers.