Sales Skills

Learn sales: how to evaluate and motivate a potential customer, solving problems for them, opening and closing a sale, and much more.

Course Code: VBS108
Fee Code: S2
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
Get started!

Learn to close the deal!

  • Be a better salesperson
  • Start a new business or grow an existing one
  • Advance your job prospects; develop your professional expertise in marketing

This course guides you through many different methods of Opening and Closing a Sale. Discover the secrets of successful salespeople and draw out the ammunition you need to take charge of your career today.

What is the difference between selling and marketing?
Selling is the ultimate destination of the marketing process, but not the whole process. Marketing involves a much bigger and wider perspective, of which selling is only a part. Marketing is the process of packaging up product features, pricing, promotions and distribution and presenting them to the market for consideration. It encompasses both the pre-sale and post sale process.


Lesson Structure

There are 12 lessons in this course:

  1. Presentation and selling
    • Personality. "Never judge a book by its cover." A wise old saying! but people who buy do make judgements especially about sales people. Dress and grooming are top priority in selling. As well you must learn how to develop a selling personality.
  2. Communication and Conversational selling.
    • Learn the art of written and verbal communication in easy to understand terms.
  3. Marketing (Buyer analysis and motivation)
    • Presentation of products to consumers and motivating them to buy.
  4. Management (Hierarchy)
    • Dealing with upper management; learn how to get your point across. How to be assertive and positive when dealing with your superiors.
  5. Helping the Product Sell Itself
  6. Know your product and pre planning.
    • Through observation, reading and listening get to know your products (pre planning is essential in today's complex society).
  7. Selling made as simple as A B C.
    • The procedure of selling.
  8. "The Opening" (getting the attention of the buyer).
    • Creating the right atmosphere for a sale to take place.
  9. "Closing a Sale" (overcoming objections).
    • Buyers will tend to look else where unless a salesman can close a sale in an appropriate amount of time (learn the secrets).
  10. "Stress Management"
    • Learn the art of relaxation through stress management techniques, and reduce stress in the marketing environment.
  11. The Law and Selling
  12. Report Assessment Writing.
    • The majority of sales persons need to have the ability and skill to write a condensed and accurate report on which management will comprehend and act upon.

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.


  • Explain the importance of first impressions and learn how to develop a selling personality.
  • Explain the art of written and verbal communication in easy to understand terms.
  • Explain how to present products to potential customers and how to motivate them to buy.
  • Explain how to communicate with your managers and superiors.
  • Explain how to help your product to sell itself.
  • Explain the importance of preplanning, observation and listening is important in selling.
  • Explain the procedure involved in selling
  • Explain how to create the right atmosphere for a sale to take place.
  • Explain how to close a sale.
  • Identify and manage stress levels in a sales situation
  • Explain the law in relation to selling.
  • Write a condensed and accurate sales report.

What Makes People Buy?

Buyers (consumers) can be divided into three categories :

  1. thinking - Thinking buyers require facts.
  2. feeling - Feeling buyers will respond emotionally to a sales person’s plea.
  3. intuitive - Intuitive buyers believe that they have extra sense ‑ some insight which allows them to arrive at the right decision more often than others.

Within a short period, a professional salesperson can recognise which type of buyer s/he is dealing with and can vary her/his sales technique accordingly.

"Buyer Motivation" ‑ is it a need, is it the price or the quality of the product?


A professional salesperson must understand what motivates consumers to buy.


The Quality of Sales Staff can Make or Break a Business

A sales person or shop assistant can be the first port of call for selling your goods and services. They may be the person who forms the closest relationship with customers and clients. They will be the person that customers see when they come into a shop or office, so it is important that retail staff are well trained, polite and fully aware of the products and/or services you offer.

A naturally social personality and charisma; and 'gift of the gab', might not be essential. It can help though.
Front line sales people usually need to be more extroverted than introverted. They need to convey self-confidence, be focussed and considered in their actions. People buy from sales staff who they find friendly and amenable. A good sales person is an actor, who can project the necessary image, even when they are feeling otherwise.

Communication involves not just talking, writing or conveying a message to a customer. It also involves listening skills. Some people have a natural empathy; others develop empathy, and some people are simply never going to hear what people are saying to them; often because they are preoccupied with their own thoughts.

Studying communication skills can help improve your ability to speak, write, read and understand body language.  It will also help you to interpret what people say to you (read between the lines). 

In today’s world, you will encounter a need to use technology in almost every area of marketing. Sales people need to use computerised systems for processing orders; marketing managers create spread sheets, reports, financial projections and much more. The creative side of marketing will also involve using computers.

Experience adds Value to Your Studies

You need both study and experience. Either one without the other will limit your career prospects. Don't ever think a course will guarantee a good career in marketing. Similarly, don't think your chances are just as good getting the practical experience without ever studying sales or marketing.

Experience does two things: it allows a person to grow their abilities observing their successes and failures; and it provides potential clients or employers with "proof" of your capabilities. A marketing professional needs to be able to show that they have had successes. Many businesses will consider a good "track record" as being more important than anything else, when choosing staff. Do not forget though, that other things are what contribute toward you being able to create that track record.



  1. Pleasure – People will buy some things for pleasure only. The bar of chocolate they love through to luxury items and holidays. 
    Need (an identified problem) – Here the focus of motivation is to encourage the person to make a rational decision purchase. To buy the car that they need. To buy the vegetables they need ..  
  2. Acceptance/Fear of missing out – Here we are selling to people who want to go with the trend, to be “in fashion.” They may want the latest phone, the latest clothes, the best trainers ..
  3. Fear and anxiety (general) –  You might think that selling using fear and anxiety is not a great way to sell, but it can be used.  As an extreme example, think about the COVID-19 pandemic, people began to buy masks and hand sanitiser out of fear. A large and relatively new market suddenly appeared.   But a more day-to-day example are products such as bleach, cleaners, sanitisers, hygiene products .. These are all sold on the basis that we fear germs.  Deodorants, perfumes and after-shaves are sold because people fear smelling.  Warranties are sold because people fear their car or washing machine or tumble drier . will break down.
  4. Health – People buy products as a way to protect and improve their health. This can range from vegetables, certain foods, vitamins ..  It is not just food though, people might also buy products, such as exercise bikes, rowing machines, trainers for walking or running ..  
  5. Impulse (momentary excitement) – People buy small to large products on impulse. This could be a book, a bar of chocolate through to clothes, a car, a holiday ..  Impulse buying is common. Research by CNBC found that 44% of Americans had made an impulse purchase in the last three months. It is probably greater than that. Think about yourself.   How often do you go into a shop to buy one product, such as milk, and come out with more?  
  6. Money/Financial gain – Some people will buy to make more money. When we say buy, we might also include people who purchase savings bonds, stocks and shares. Or people who buy something to sell on to someone else. For example, a person may buy books from charity shops, then sell them online to try to make a profit.  
  7. Self-improvement – People may also buy for self-improvement. This might be courses or exercise equipment or a gym membership or a class on meditation .. It can be a way to improve the mind or the body or both.
  8. Aspiration – People may also buy for aspirational reasons. They may aspire to own a larger car or a bigger house or a holiday home or a painting or certain tyres on their car.



Many who work in sales are not real sales professionals; but this course will put you on a path to becoming a sales professional.

  • A sales attendant or shop assistant takes orders or payments from customers, and may be paid only a very basic wage. They may not be expected to be methodical or aggressive in seeking sales, but if they are making more sales than what their employer expects, they will be valued, and their opportunity to advance will grow.
  • A sales professional is a less common phenomenon. They perform well above the sales attendant. They are successful and one of the most valuable commodities in the business world. They earn much more than a sales assistant.

After the Course

On graduation, you will understand how to sell much better than when you started this course; and you will look at customers in a different way to how you viewed them before. This doesn't mean you will be unethical or a bully; but it does mean that you will understands the processes that happen in the mind of a potential buyer, and you will be aware of the pathway you need to follow to bring them comfortably to a point of buying.

This course is your first step toward becoming a successful sales professional. It will give employers more reasons to employ you, and it will give you better income if you undertake any sort of commission sales.  

ACS Global Partner - Affiliated with colleges in seven countries around the world.
ACS Global Partner - Affiliated with colleges in seven countries around the world.
Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.
Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.

How can I start this course?

You can enrol at anytime and start the course when you are ready. Enrolments are accepted all year - students can commence study at any time. All study is self paced and ACS does not set assignment deadlines.

Please note that if a student is being assisted by someone else (e.g. an employer or government subsidy), the body offering the assistance may set deadlines. Students in such situations are advised to check with their sponsor prior to enrolling. The nominal duration of a course is approximately how long a course takes to complete. A course with a nominal duration of 100 hours is expected to take roughly 100 hours of study time to complete. However, this will vary from student to student. Short courses (eg. 100 hrs duration) should be completed within 12 months of enrolment. Certificates, Advanced Certificates and Awards (eg. over 500 hours duration) would normally be completed within 3 -5 years of enrolment. Additional fees may apply if a student requires an extended period to complete.
If a student cannot submit their assignments for 6 months to ACS, they should advise the school to avoid cancellation of their student
registration. Recommencement fees may apply.

Simply click on the ENROL OPTIONS button at the top of this screen and follow the prompts.

You can see the course price at the top of this page. Click 'enrolment options' to see any payment options available.

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We also have Afterpay that will allow you to pay for your course or payment plans in four instalments (if you are in Australia).

What do I need to know before I enrol?

There are no entry requirements that you need to meet to enrol in our courses, our courses are for everyone.
If you are under 18, we need written permission from your parent/ guardian for your enrolment to continue, we can arrange that after you have enrolled.

You don’t need to purchase any additional resources to complete our courses.

We aim to teach you the essentials without you having to purchase any specific computer program.
We recommend that you have access to a word processing program, such as Microsoft Word or Google Docs, so that you can easily complete and submit your assignments.

You sure can. We are here to help you learn whatever your abilities.

Yes, if you are enrolling in a Certificate or Advanced Certificate, you might be eligible for credits if you have evidence of your previous studies or relevant experience. More information is here.

We recommend that you are able to browse websites, send emails and conduct online research. You will need to be able to type and submit your assignments.
If you have limited computer skills, we can make special arrangements for you.

This is possible, it depends on the institution. We recommend that if you would like to use our courses that you contact the institution first. Our Course Handbook is a good resource for this.

Our courses are written in English and we only have English speaking academic staff. If you can read and complete your assignments in English, our courses are ideal for you.

Our courses are designed to build knowledge, hands on skills and industry connections to help prepare you to work in the area, running your own business, professional development or as a base for further study.

This course has been designed to cover the fundamentals of the topic. It will take around 100 hours to complete, which includes your course reading, assignment work, research, practical tasks, watching videos and anything else that is contained in the course. Our short courses are a great way to do some professional development or to learn a new skill.

It’s up to you. The study hours listed in the course are a rough guide, however if you were to study a short course (100 hours) at 10 hours per week, you could finish the course in 10 weeks (just an example). Our courses are self-paced, so you can work through the courses in your own time. We recommend that you wait for your tutor to mark and return your assignment before your start your next one, so you get the benefits of their feedback.

The course consists of course notes, videos, set tasks for your practical work, online quizzes, an assignment for each lesson (that you receive feedback from your tutor from) and ends in an exam (which is optional, if would like to receive the formal award at the end), using our custom built Learning Management System - Login.Training.

Our courses are designed for adults to gain professional development and skills to further their careers and start businesses.

Our custom online learning portal allows you to conduct your learning online. There may be practical tasks that you can do offline. You have the option of downloading your course notes or print them to read later.

There is also the option to pay an additional fee for printed course notes and or USB (availability limited to location and deliverability).

Yes, if you don’t have access to the internet, you can receive the course as paper notes or on a USB stick for an additional fee. We can also make alternative arrangements for you to send your assignments to us.

We offer printed notes for an additional fee. Also, you can request your course notes on a USB stick for an additional fee.

Yes, your tutor is here to help you. Simply post any questions you have in your portal or contact the office and we can pass on a message to your tutor.

We are more learning focussed, rather than assessment focussed. You have online quizzes to test your learning, written assignments and can complete an exam at the end of the course (if you want to receive your certificate). You will not receive a pass/ fail on your course work. If you need to add more details on your assignment, we will ask you to resubmit and direct you where you need to focus. If you need help, you can ask your tutor for advice in the student room.

Each module (short course) is completed with one exam.

Exams are optional, however you must sit an exam if you would like to receive a formal award. You will need to find someone who can supervise that you are sitting the exams under exams conditions. There is an additional cost of $60 incl. GST for each exam.
More information is here

There are practical components built into the course that have been designed to be achieved by anyone, anywhere. If you are unable to complete a task for any reason, you can ask your tutor for an alternative.

When you complete the course work and the exam and you will be able receive your course certificate- a Statement of Attainment. Otherwise, you can receive a Letter of Completion.

You can bundle the short courses to create your own customised learning bundle, Certificates or Advanced Certificates. More information is on this page.

Yes, our courses are built to be applicable for people living anywhere in any situation. We provide the fundamentals, and each student can apply their own unique flair for their own interests, region and circumstances with the one-on-one guidance of a tutor. There is also a bit of student directed research involved.

Employers value candidates with industry skills, knowledge, practical skills and formal learning. Our courses arm you with all of these things to help prepare you for a job or start your own business. The longer you study the more you will learn.

ACS has an arrangement with OAMPS (formerly AMP) who can arrange Professional Indemnity from Australian and New Zealand graduates across all disciplines. Ph: 1800 222 012 or email

Who are ACS Distance Education?

ACS Distance Education have been educating people for over 40 years.

We are established and safe- we have been in education for over 40 years.
We are focused on developing innovative courses that are relevant to you now and what you will need to know in the future.
We are focused on helping you learn and make the most of your experience.
You can enrol at any time, you can work on your course when it suits you and at your own pace.
We are connected to many industry bodies and our staff participate in continuous improvement and learning activities to ensure that we are ahead of what learning is needed for the future.

Our courses are not accredited by the Australian Government. However many of our courses are recognised and held in high regard by many industry bodies.

Our courses are written by our staff, who all have many years experience and have qualifications in their speciality area. We have lots of academic staff who write and update our courses regularly.

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We can arrange bulk discounts for your course enrolment, please get in touch with us to discuss your needs.

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Course Contributors

The following academics were involved in the development and/or updating of this course.

Denise Hodges

Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).

Tracey Jones

Widely published author, Psychologist, Manager and Lecturer. Over 10 years working with ACS and 25 years of industry experience.
Qualifications include: B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), Dip. SW (social work), PGCE (Education), PGD (Learning Disability Studies).

Sarah Jury

Over 15 years working in small business, I.T., education and science. Sarah has a PGCE(Post Compulsory Education), BSc(Hons) (Genetics), DipComp(Open), CertWebApps(Open).
She has designed and created several Web sites for different organisations.

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