Sales techniques

The art of emphasizing the benefits

Verbs such as “selling” or “buying” are frequently used, as they are essential components of social relations. The status of a seller or a buyer makes it difficult to estimate the performance this type of relation will generate. The change in customer mentality requires a change in sellers’ approach.

What changes are necessary in sale techniques to differentiate us and draw attention to our offer on a competitive market? How should we sell to compel in this new market context?


This program is designed for people who work in sales areas and for all those who have direct contact with clients.


  • Evaluating individual qualities and purchasing potential
  • Understanding buyer psychology
  • Understanding psychological mechanism of persuading
  • Practicing and improving the techniques and skill for selling
  • Comprehension of basic sales management elements
  • Understanding own selling style

Main topics

  • Customer psychology
  • Client typology
  • Preparing a sale
  • Structure of the sale meeting
  • Sales – client point of view
  • Using questions
  • Dealing with opposition
  • Final steps
  • Initial sale – continuous sale
  • Consultative sale
  • Selling styles

Marcel Chișcan

Managing Partner Ascent Group

His 30-year professional experience combines a wide range of fields of activity, from local public administration to sales and advertising, manufacturing or logistics and transport. Over the years Marcel has been in management positions for both SME's and local public administration, industrial projects or in the management of logistics and transport companies, as well as in the board of public or private companies.

Over the last 15 years its managerial and entrepreneurial experience has been enriched by numerous consultancy projects for start-ups and for business development/restructuring, combining the assistance with training activities, in particular on the topics such as Leadership and management, Corporate Entrepreneurship, Strategic planning and strategic thinking, Negotiation skills, Sales techniques and Customer care, Communication skills or Time Management.

Lia Bejenaru

Senior Partner Ascent Group

From a professional point of view, Lia's experience is a multidisciplinary one, both in public administration, in the Parliament of the Republic of Moldova, and in project management within the European Center for Bessarabia, of SME's Union - Brussels, respectively in collaboration with the foundations of Konrad-Adenauer-Stiftung, Westminster Foundation for Democracy (WFD), Robert Schuman Foundation, Eduardo-Feri Foundation and USAID.

In the private sector, Lia has been active for several years as financial manager of the NRG Interactive Group followed by a career in the field of public communication and media as prime-time news presenter at Publika TV, news editor, reporter and special correspondent at international events. The journalistic activity has been intertwined with the one as consultant, trainer and manager within the Ascent Group, in Romania and the Republic of Moldova, with Lia coordinating the Ascent Group's office in Chisinau for over 15 years.