CCSP Module IV

Professional Sales Skills Workshop

March 28 – 30, 2023 | Dallas, TX


NOTE: Please login and register as the person who is attending the event. You should NOT register another individual under your personal profile. Each registrant must log in and register separately.

Logging in is easy if your company is a member of NRMCA or you receive emails from NRMCA. Your login name is your full email address and your password is: concrete

If you need to set up a profile for a registrant, please contact NRMCA Membership or 703.706.4800.


Cost: Member: $995 |  Non-Member: $1,395

Course Location:
DoubleTree by Hilton Dallas Near the Galleria, 4099 Valley View Lane, Dallas, TX 75244
Phone: (972) 385-9000
Meeting Room Location: Teak (subject to change, check hotel reader boards on-site for latest updates)

Parking: Complimentary self-parking is available to guests. Valet parking is not available.

Airport: The closest airport is the Dallas/Fort Worth International Airport (DFW) located 12 miles from the DoubleTree. The second closes airport is Dallas Love Field, located 15 miles from the DoubleTree.

Transportation: The hotel does NOT offer shuttle service. A taxi to/from the Dallas/Ft. Worth International Airport (DFW) will cost approximately $20 each way.

Cancellation Policy: Full cancellation refunds, less a $100 administration fee, will be extended until Monday, March 6, 2023. All cancellations after March 6 will not be refunded. Fee cancellations cannot be transferred to a future class. Substitutions can be made at any time with no penalty. Registration cancellations must be made in writing here.

Confirmation of Event: After registration and payment is processed, a registration receipt will be provided (allow up to 72 hours).
A class confirmation, confirming the course will run as scheduled, will be sent via email no later than COB, Monday, March 6, 2023. It is advisable not to make travel arrangements until you receive the class confirmation.

Important/Class Confirmation: NRMCA reserves the right to cancel this event. Class confirmations will be sent to registrants via email no later than COB, Monday, March 6, 2023.
In the unlikely event the class is cancelled, NRMCA will refund the entire registration fee, but is not responsible for airline and hotel reservation fees. You are responsible for making and paying for your own hotel and travel arrangements.


Course Schedule (subject to change):

Class times: Day 1-2: 8:00 am – 4:00 pm | Day 3: 8:00 am – 12:00 pm

Exam time: Day 3: 1:00 pm – 3:00 pm


Sales fundamentals for sales staff and all mid-level RM staff who interface with internal and external customers.

3 Days of Highly Interactive, Industry-Specific Learning.

SESSION 1: The Changing Role of the Professional Salesperson
An overview of how the selling environment has changed, and how the salesperson must change as well. The professional salesperson’s primary responsibilities are defined, along with the role of the consultative salesperson. Includes an exploration of what customers want, why they buy products and services, and an explanation of “the price game” and how to play it. There is also an introduction to the sales process, as well as an introduction to pre-call planning and preparation.

SESSION 2: Finding Potential Buyers
Three reasons why most salespeople don’t do enough prospecting and eight keys to performing this critical function successfully. How to interface with the four different levels of decision makers. How to reach unreachable decision makers and using channels of access and influence. How to gain recognition and acceptance. Prospecting by telephone, and using a prospect information form. Telephone tips for extensive telephone marketing. How to develop better written communication skills, as well as how to be noticed in a sea of salespeople.

SESSION 3: Creating a Sales Plan
Learn the foundation of good planning, and discover the four key questions which result in successful planning. Explore eight important elements involved in planning. Implementing activities based on knowing the difference between efficiency and effectiveness, the learning how to apply Parado’s Law. How to apply goal setting to sales planning effectively. Managing your time and territory.

SESSION 4: Presentation Skills
The purpose of presentations, deciding on a formal or informal approach, and effective presentation principles are covered in this section. Planning and conducting an effective presentation is detailed, using the three “R’s.” How to build value into your presentation and a discussion on features and benefits is included. Also covered: visuals and using the professionally, third-party testimonials, and references. An explanation of how to use personal stories offers the professional salesperson a “consultative arsenal” to sell “value” to prospects and customers.

SESSION 5: Discovering Customer Needs
How to effectively lead the discovery phase of the sales call, including how to handle premature requests for pricing. How to properly structure a series of probing questions to discover customer needs is offered. Also, an explanation of reflective questions, paraphrasing and re-framing, the three most powerful types of questions for sales success. Why “listening” is more than just a fundamental skill in today’s consultative selling environment. Five ways to becoming a better listener are covered in this session.

SESSION 6: Responding to Buyer Concerns and Completing the Sale
An explanation of why buyers raise concerns or offer objections, as well as the reasons for resistance. The eight steps in clarifying concerns, and how to respond to them. An exploration of what happens when resistance is personal, how to effectively handle disagreements, and dealing with the emotional response to customer concerns. How to remove the procrastinator forward and overcome the skeptic. What to do when resistance seems insurmountable. When to get agreement, gain commitment and complete the sale.

For more information, contact Shawnita Dickens at 703-706-4854


NRMCA’s COVID Disclaimer:
“The National Ready Mixed Concrete Association (NRMCA) cannot prevent you from becoming exposed to, contracting, or spreading COVID-19 while attending the NRMCA CCSP Module IV Course at the DoubleTree by Hilton Dallas Near the Galleria in Dallas, TX. It is not possible to prevent against the presence of the disease. Therefore, if you choose to attend the NRMCA CCSP Module IV Course and/or enter onto rented premises you may be exposing yourself to and/or increasing your risk of contracting or spreading COVID-19. You are traveling to attend NRMCA CCSP Module IV Course aware of and understanding the general risks and particularly the risks of COVID, and you are accepting responsibility for those risks on your own, and while NRMCA is taking steps to provide for a safe event, NRMCA is not liable for any illness or death resulting from your participation in its event.”


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