Sales Xchange Session 4 - Objection Handling & Conflict Resolution

The Sales Xchange is a new programme from North & Western Lancashire Chamber of Commerce, delivered in partnership with Sellology. Through a series of interactive sessions, you'll pick up practical tools to sharpen your sales conversations, communicate with real clarity, and build the confidence to close more of what you're already chasing. You'll be learning from Leyla Jama and the Sellology team, with over 100 years of combined sales experience between them, distilled into sessions you can actually use.

Who's it for? If you're the one responsible for winning new work, growing your accounts, developing relationships and keeping customers coming back — this one's for you. It's built for:
Business owners who need new work coming in consistently
Sales and Business Development professionals who want sharper conversations and more wins
Account managers looking for opportunities to grow existing accounts
Customer-facing teams who talk to clients every single day
Any team you want more confident and more capable — whether that is internally or externally
Objection Handling & Conflict Resolution – Don't Let a Concern End the Conversation 'It's too expensive.' 'We already use somebody else.' 'Send me some information.' 'I need to think about it.' 'Now isn't the right time.' Every salesperson hears objections.

The difference is what happens next. An objection doesn't always mean no. Sometimes it's a question, a concern, uncertainty or simply the customer needing more information before they can move forward. But when we're under pressure, it's easy to become defensive, talk too much, immediately offer a discount or simply accept the objection and end the conversation. This session is about slowing that moment down and handling it differently.

We'll work through:
Understanding the objection — listening properly before trying to answer it.
Finding out what's really behind it — because the first objection isn't always the real one.
Responding rather than reacting — staying calm and confident when challenged
Handling price and value conversations — without automatically reaching for a discount.
Managing conflict and difficult conversations — keeping communication professional when things become uncomfortable.
Getting a result — knowing when to keep exploring and when to move on.

We'll use real objections participants hear in their own businesses, so you're not practising against a list of textbook answers. You'll develop responses that sound like you, fit your business and feel natural enough to use when you're actually sitting in front of a customer. No silly role plays, just real play.

Part of a Four-Session Sales Development Series This is Session 4 of 4, with each session building on the previous one to help you develop a complete sales toolkit: Across the four sessions, you've moved through the sales conversation from beginning to end:
Session 1: Physiology & Psychology of Selling — understanding yourself and the person in front of you
Session 2: Elevator Pitches & FABs — communicating your value clearly
Session 3: REACH — confidently opening new business conversations
Session 4: Objection Handling — managing concerns, difficult conversations and protecting opportunities

The aim is simple: give you a sales framework that works in the real world and, importantly, sounds like you.
Measure Your Progress To help you track your development, you'll complete a short self-assessment before the programme begins and again after training. By comparing your results, you'll be able to clearly see how your skills, confidence and effectiveness have improved throughout the series. Whether you're just starting out in sales or looking to refine years of experience, you'll have tangible evidence of your progress.

Why Attend?
Gain a deeper understanding of how customers make decisions
Build stronger rapport and trust more quickly Improve the effectiveness of every sales conversation
Learn practical techniques you can use immediately
Develop greater confidence in customer-facing situations
Places are deliberately limited to ensure every session remains interactive and engaging.

This is not a webinar to sit back and watch, it's a hands-on learning experience designed to deliver real results. Reserve your place today and start transforming the way you connect, communicate and sell. Your next successful sales conversation could begin here.

NWLCC Members £30.00, Non Members £50.00