The Sales Mastery Program

Lead masterful sales conversations. Differentiate your offerings. Win the sale. 

Lead sales conversations that drive action and change.

The Sales Mastery Program is a self-paced online sales training course designed to modernize your selling.

You'll learn actionable ways to stand out in a crowded market and make breakthroughs in your sales results.

Build the selling skills you need to succeed across the sales cycle. Win deals. Lead masterful sales conversations.

Click to watch a preview of one of the lessons.


30-day, 100% money-back guarantee

The program includes:

  • 100+ Lessons
  • Assignments and tools
  • Downloadable resources
  • Certification

This program has been developed for individuals and small teams. Learn more about our full suite of corporate sales training programs.


30-day, 100% money-back guarantee

The program includes:

  • 75+ lessons
  • Assignments and tools
  • Downloadable resources
  • Certification

This program has been developed for individuals and small teams. Learn more about our full suite of corporate sales training programs.

What Will I Learn?

When you become a member of The Sales Mastery Program, you unlock a complete toolkit of resources to take your sales results to the next level. In the course, you’ll learn:

  • What today’s sales winners do to rise above the rest
  • A step-by-step method for leading masterful sales conversations
  • How to present the ROI case and the impact of your solution
  • Questioning strategies and techniques that uncover the full set of customer needs (hint: most sales advice only teaches you to uncover half of the needs customers have)
  • How to develop a killer value proposition that differentiates you and your company
Want to dig deeper into the content before taking the leap? Get the full details on each module below.
module_icon Module 1: Becoming a Top Seller

Learn how the best sellers close more deals and stand out from the competition. The module includes these lessons:

  • A Dramatic Source of Untapped Value for Buyers: You
  • What Sales Winners Do Differently
  • The 5 Cases Every Seller Must Make
module_icon Module 2: Understanding the 3 Components of Value

Learn how to position yourself as the best possible choice for your buyers. The module includes these lessons:

  • The 3 Legs of the Value Proposition Stool
  • Persuading Buyers You Are Different
  • Substantiating Buyer Belief
module_icon Module 3: How to Differentiate

Stand out in a competitive market by differentiating yourself and your offerings. The module includes these lessons:

  • How to Differentiate in Sales
  • Two Types of Differentiation
module_icon Module 4: Crafting a Winning Value Proposition Positioning Statement

Don't just say you "get results". Craft a compelling statement to outline the benefits of buying from you. The module includes these lessons:

  • The Difference Between Value Propositions and Value Proposition Positioning Statements
  • Developing Your Value Proposition Positioning Statement
  • Delivering Your Value Proposition Positioning Statement as a Conversation
  • Tactical Tips for Crafting and Delivering a Value Proposition Positioning Statement
  • Assignment: Craft and Deliver a Value Proposition Positioning Statement
module_icon Module 5: Understanding Trust in Selling

Trust is the foundation for winning sales. Learn to build trust and expand your opportunities. The module includes these lessons:

  • The Power of Trust in Sales
  • 4 Keys to Building Trust in Sales
  • Demonstrating Your Capability
  • How Dependability Builds Trust
  • Integrity and Intimacy: Building Durable Bonds of Trust
  • Tactical Tips for Building Trust in Sales
  • Assignment: Identify Ways You Will Build Trust
module_icon Module 6: Fundamentals of Leading Masterful Sales Conversations

Learn to balance advocacy and inquiry to lead persuasive sales conversations. The module includes these lessons:

  • The RAIN Selling Conversation Framework
  • Leading Larger Group Meetings vs. One-on-One Meetings
module_icon Module 7: Building Rapport

Rapport-building is a skill that can taught like any other. By mastering rapport, you can build strong relationships with buyers. The module includes these lessons:

  • EASE: The 4 Principles of Rapport
  • How Active Listening Works
  • The Power of Questions for Developing Rapport
  • Developing Empathy
  • Coming Across as Your Authentic Self
  • People Like People Like Them: The Principle of Similarity
  • Creating Shared Experience to Build Rapport and Relationships
  • Assignment: Identifying Techniques to Build Rapport
module_icon Module 8: Uncovering the Full Set of Needs and Desires

When you uncover a buyer's full set of needs—including those they might not be immediately aware of—you can craft a solution that's relevant for them. The module includes these lessons:

  • Types of Needs Buyers Have
  • Powerful Questions for Sales Meetings and Needs Discovery
  • The Power of Afflictions and Aspirations
  • The Power of Why
  • Creating a Shared Understanding of Needs
  • The Key to Leading a Thorough Needs Discovery Meeting
  • 10 Tactical Tips for Leading a Thorough Needs Discovery
  • Assignment: Prepare for a Needs Discovery Conversation
module_icon Module 9: Maximizing the Impact of Your Solution

The impact of your solution goes beyond ROI. Learn methods for demonstrating impact and conveying it to your buyers. The module includes these lessons:

  • The Keys to Communicating Impact
  • Understanding and Building Your Impact Model
  • Questions to Ask that Will Uncover Impact
  • Building Impact Cases Buyers Believe
  • Demonstrating Buyer Impact Virtually
  • Tactical Tips for Making a Powerful Impact Case
module_icon Module 10: Bringing the New Reality to Life

Drive change in sales by educating buyers about their New Reality—the end result of working with you. The module includes these lessons:

  • Selling is About Driving Change
  • The Key to Driving Change in Sales: The New Reality
  • Building a Buyer Change Blueprint: The Case for Change on a Page
  • Planning to Build a Buyer Change Blueprint
  • Presenting a Buyer Change Blueprint
  • 10 Tactical Tips to Paint the New Reality Picture
  • Assignment: Build a Buyer Change Blueprint
module_icon Module 11: Influencing and Persuading Buyers

Learn how to resonate with buyers and persuade them to take action. The module includes these lessons:

  • Influence and Persuasion in Selling
  • 11 Principles of Influence in Sales
  • Resonating with Buyers' Wants and Needs
  • Influencing Buyers to Take Action
  • Ideas for Influencing your Virtual Persuasiveness
  • Tactical Tips to Influence and Persuade in Sales
  • Assignment: Maximizing Persuasion and Influence in Sales
module_icon Module 12: Succeeding with the 6 Buyer Personas

Understand the motivations and buying styles of these 6 personas to adapt your selling accordingly. The module includes these lessons:

  • The 6 Buyer Personas in Brief
  • How to Identify the 6 Buyer Personas
  • Working with Decisive Danielle, Relationship Renee, and Analytical Al
  • Working with Consensus Claire, Skeptical Steve, and Innovator Irene
  • Tactical Tips for Selling to the 6 Buyer Personas
  • Assignment: Communicating with Different Buyer Personas
module_icon Module 13: Overcoming Buyer Objections

Objections are not the end of a sale—they're opportunities to learn more about your buyer and further the conversation. The module includes these lessons:

  • Why Objections are a Good Thing
  • 4 Types of Objections
  • 4-Step Process for Overcoming Objections
  • Types of Money Objections and How to Address Them
  • Overcoming Objections Before They Happen
  • Tactical Tips for Overcoming Buyer Objections
  • Assignment: Planning for Buyer Objections
module_icon Module 14: Planning to Win Sales Opportunities

Sellers that win plan in advance to do so. Learn to manage and win your most important opportunities. The module includes these lessons:

  • Introduction to Sales Opportunity Management
  • Sales Opportunity Planning: An Overview
  • Essential Elements of Sales Opportunity Planning
  • 4 Buying Mindsets
  • How the Buying and Selling Process Works
  • Assignment: Plan to Win an Opportunity
module_icon Module 15: Presenting to Win

Lead successful proposal presentations that impress buyers and outshine the competition. The module includes these lessons:

  • Great Proposal Presentations: Buyers Sound Off
  • Components of a Compelling Proposal Presentation
  • Delivering Proposal Presentations: Opening with the Current State and New Reality
  • Delivering Proposal Presentations: Impact, a Breakthrough Approach, and the 4 Whys
  • The Structure and Timings of Your Proposal Presentation
  • Keys to Leading a Successful Proposal Presentation
  • Before the Presentation: Lead Your Team, Research the Audience, Plan Logistics, and Beat the Competition
  • During and After the Presentation: Tell a Story, Orchestrate the Dialogue, Prepare for Q&A, and Impress Afterwards

What Participants Are Saying

What Does Membership Include?

Extensive Library

Robust Curriculum

Get access to 75+ lessons over 15 distinct modules with text and video options.

Assignments and Resources

Assignments & Resources

Exercises, tools, ebooks, and more to help you apply new knowledge on the job.

Knowledge Check Quizzes

Knowledge Checks

Test your retention of the key points in each module.

Flexible Learning

Flexible Learning

Learn your way on desktop, tablet, or mobile.

Includes Certification


Earn a certificate of completion to celebrate your professional growth.



Course content is based on over a decade of proprietary sales research and analysis.


Who should take this course?
  • Sellers and professionals of any experience level looking to master sales conversations. Whether you’re new to sales or a seasoned veteran, this program will give you the knowledge, tools, and strategies to improve your sales results.
  • Sales managers looking for a comprehensive and proven sales conversation framework to use with their sales teams.
How long does it take to complete the course? Are all lessons available at once?

All program content is available and accessible on-demand as soon as you sign up.

There are 15 modules, each with associated lessons. When completed at our recommended pace of 1 module per week, you’ll finish the program in less than 4 months.

However, if after completing the modules you would like continued access to the program content and tools, you are welcome to stay subscribed as long as you’d like.

Is the content downloadable?

Modules are available to view in text and video for your convenience and learning preference. You may view them directly in your browser on any device.

Many of the lessons include downloadable resources, tools, reports, and more. Those are yours to download and keep to reference whenever you like.

What's the cost?

Typical sales training programs cost thousands of dollars, require travel, and often teach you strategies that simply don’t work in the world of selling today.

Tuition for the Sales Mastery Program is $199/month. You’ll be making an important investment in your career to achieve breakthroughs in your sales success. You’ll make this investment back many times over in just your first sale.

Please note that the program is a monthly recurring subscription. Once enrolled, your credit card will be billed automatically every 30 days until you notify us to cancel.

How does the 30-day, money-back guarantee work?
We think you’re going to find the program content compelling and the tools invaluable. If you don’t agree, notify us within your first 30 days of membership and we will be happy to refund your payment, no questions asked.
I want my team to take this course. Do you have group rates?
We offer discounted rates for groups of 5 or more. If you have a team that would benefit from The Sales Mastery Program or are interested in bringing the program on-site, contact us for more information at support@raingroup.com or call 508-405-0438.
How do I know if this program is for me?

Get insights into where you can improve your sales skills with our complimentary self-assessment. You’ll see how you stack up to top performers across:

  • Ability to drive value
  • Prospecting
  • Driving and discovering needs
  • Solution crafting
  • Presenting
  • Winning
  • Advanced consultative selling skills
  • Influencing buyer thinking around needs and solutions

Once you’ve pinpointed your biggest gaps, return here to select the program that fits your needs.

Assess your sales skills now east