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How to Sell Professional Services

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Business development training for professionals.

Most professionals—consultants, engineers, lawyers, accountants, IT services providers, and other professional service providers—don’t enter their chosen career so they can spend their days selling.

But the reality is that to grow a professional service business, all of the firm’s partners and professionals must be involved in, and successful with, business development. For professionals who were never taught how to sell, this is a daunting task.

In this program, we’ll introduce your team to the RAIN SellingSM methodology and give them the business development strategies and skills that make for successful rainmaking. How to Sell Professional Services is our core consultative selling program. It’s designed to help the professionals at your firm become the savvy business developers they need to be to achieve selling and career success.

Lead Masterful Sales Conversations

Lead Masterful Sales Conversations

A lot happens between the first “hello” with a buyer and receiving a signed contract. How to Sell Professional Services teaches your team to lead sales conversations, and the sales process, with the greatest success.

Balance the Role of Seller/Doer

Balance the Seller/Doer Role

One of the biggest challenges professional services firms face is the revenue rollercoaster. We’ll teach your professionals how to balance their selling and delivery time so they can manage a full pipeline and client roster.

Succeed with Selling Intangibles

Succeed with Selling Intangibles

Selling is all the more difficult when buyers can’t see, touch, or feel what they’re buying. And often, the person who sells the service also has to deliver it. Overcome these challenges and succeed selling intangibles.    

Learning Objectives

In going through our core two-day instructor-led How to Sell Professional Services business development training program, suite of online programs, and other components of the RAIN Group educational system, your team will learn to:

  • Lead masterful sales conversations from the first introduction to winning the client and expanding the account
  • Use questioning techniques to uncover the full set of client needs and desires
  • Position themselves as trusted advisors during the sales process
  • Balance service delivery and business development time
  • Sell ideas, insights, and perspectives that influence the buyer’s agenda
  • Keep the front end of the pipeline full while maintaining a practice of active clients
  • Speed up the sales cycle and get your project to the top of the to-do list
  • Set goals and build a personal business development plan to achieve them
"It wasn’t training that you would expect for a sales organization. It was training tailored to technical professionals responsible for business development, but where sales wasn't going to be their full-time job. RAIN Group taught our professionals how to create stronger relationships with existing and prospective clients and, even more importantly, how to establish a sales process that supported each client's business needs."

- John Simon, Executive Vice President, WSP Environment & Energy

It's Time to Get Serious about Business Development


of companies do not believe their sellers have the core consultative selling skills they need to consistently find and win business.


The #1 difference between sales winners and second-place finishers is: winners educate buyers with new ideas and perspectives.


Elite Performers are 2X more likely to have sellers with advanced consultative selling skills than The Rest.

In our Top-Performing Sales Organization and What Sales Winners Do Differently research studies, we found that most companies are lacking in the consultative selling skills of their teams. At the same time, buyers want providers who are accessible, share expert opinions and bring new ideas to the table, and who will collaborate with them to develop the best solutions—sounds a lot like being a good service provider.

While many professionals are anxious, distressed, or uneasy about selling, the best business developers use the same skills that make them great service providers to succeed in sales. They just apply them differently.

How to Sell Professional Services will teach your team the skills they need to develop relationships, uncover needs, craft compelling solutions, and inspire buyers with new ideas and insights.

How We're Different



Our RAIN Selling methodology is fueled by decades of experience teaching consultative selling and our primary research including What Sales Winners do Differently, The Top-Performing Sales Organization, and Top Performance in Strategic Account Management.

We Wrote the Book

Wrote the Book

We wrote the book on the topic. RAIN Selling was popularized in our Wall Street Journal bestselling book Rainmaking Conversations: Influence, Persuade, and Sell in any Situation, which has been translated into 7 different languages.

Complete Learning System

Complete Learning System

Training is not our focus. Behavior change is. We have a complete learning system focused on real behavior change and results that includes assessment, program customization, and robust reinforcement to ensure that skills are learned and applied. Learn more.

Our Approach to Business Development Training

We take a blended approach to business development training that results in real behavior change and results. Our programs include a mix of delivery options and components, including:

3 Great Ways to Learn More

RAIN Selling: Keys to Leading Masterful Sales Conversations

Keys to Leading Masterful Sales Conversations

Download our free ebook to learn the keys to RAIN Selling, a proven methodology for leading masterful sales conversations.


Client Success Story

Consulting Firm Grows Client Roster by 29%

Learn how RAIN Group helped a consulting firm adopt RAIN Selling and grow their client roster by nearly one third in just 10 months.


Contact Us

Learn about Business Development Training

Take the first step to learn how RAIN Group can help you transform the business development skills of your team and win more sales.


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