Soft skills & leadership

Settels Savenije & Friedrich


Having difficulty with:

  • Explaining the added value of a solution?
  • Selling your solution to a client who needs it, but does not realize it yet?
  • Dealing with 'pushy' customers who want a service only when it's quick, short and cheap?

Sales might not be your forte, but creating new work, helping the client and your organization is beneficial for all parties involved. This course teaches you how to recognize, explore and create business opportunities without feeling 'commercial'. 

Intensive practice using actors as clients 
On the first day of the course we will share the theory and you will apply it to your daily practice. The second day is of intensive practice, using a professional actor in the role of your client. After the two days, you will be skilled and more confident in selling your solution to your clients.

If on-site training is not permitted, we will transition to an online (virtual) format. If this transition is necessary, we will contact you in advance for your approval.


You will be given practical tools, which will enable you to become more commercially effective, by helping the client while being yourself. You will:

  • Act as a professional consultant adapting to different type of technical customers;
  • Apply the AIPA process to sell the best suitable solution to each customer, using questioning listening, selling and expectation management;
  • Be able to turn resistance into purchase.

Intended for

This training course is especially designed for technology professionals who want to increase their commercial impact. For example, architects, technical experts, (lead) engineers/designers, project leaders or team leaders working in a technical and innovative project environment.

Course schedule
09:00 - 21:30
09:00 - 17:00
Location Eindhoven
Duration 2 consecutive days + 1 evening
Course leader Jaco Friedrich MSc
(Average score of last 3 editions)
Price € 1,795.00 excl. VAT *
Keep me posted

Day 1: Theory and application in your practice

Consultative Selling process (using the AIPA process)

  • Attention - pitching;
  • Inventory - creating a clear picture of the real problem;
  • Presentation - showing the added value of your proposition (sell your solution);
  • Agreements - making clear agreements what (not) to do.

Dealing with different types of client (“selling is people work”)


  • How to make your business case;
  • How to present your solution and convince your stakeholders;
  • Turning resistance into purchase.

A senior (technical) manager will share his experience of selling (complex) technical solutions. We can ask personal questions and hear real stories that will help and inspire you to make the next step in your development.

Day 2: A full day intensive workshop with a professional actor in role as client


  • A full morning working with a challenging case with an actor in role as client.

As a group, we will go use a practical case to go through all the stages of the AIPA selling process. You will be challenged to apply everything you learnt the previous day.


  • One-on-one training with the actor in role as client re: personal learning points;
  • Personal action plan to help you apply what you have learnt to your daily practice.

Day 1: 09:00 – 21:30 including lunch, dinner and guest speaker
Day 2: 09:00 – 17:00 including lunch


E-learning, action learning, lectures, exercises, discussions, role playing (with actor). Evening session with a guest speaker (day 1).


Participants will receive a High Tech Institute course certificate for attending this training.

Remarks from participants

"Good combination/experimentation of theory vs practice."

Ranish Baboeram Panday – Strypes

* Prices are subject to change. Price correction will be applied at the end of the year.