How to sell without feeling salesy (6 February 2026)

A 45-minute webinar on emotional intelligence in sales

Most people don’t like feeling they’re being sold to. Most salespeople don’t want to come across as pushy either. Yet in the pressure to hit targets, it’s easy to fall into patterns that make conversations feel transactional rather than genuine.

Sales doesn’t have to feel uncomfortable. By building emotional intelligence, you’ll not only improve results, but you’ll feel better about the way you achieve them.

This webinar explores how emotional intelligence (EQ) can transform the way you approach sales. By focusing on empathy, self-awareness, and authentic connection, you can build relationships that last, overcome resistance without force, and ultimately close more deals without ever feeling “salesy.”

Participants will leave with simple, usable techniques they can apply immediately to sales calls, pitches, or everyday client conversations.

What’s in it for you?

• Sell in a way that feels natural and human
• Create genuine connections that lead to long-term business
• Build confidence in conversations, even under pressure

Who's it for?

• Sales professionals who want to improve their results without relying on tired scripts or outdated tactics
• Business leaders and client-facing staff who want to deepen trust and influence in conversations
• Anyone who feels uncomfortable with “selling” but knows they need to represent their business with confidence.

Agenda

(10.00 – 10.45)

1. Why people buy with emotion, not logic

• The behavioural science of decision-making and how feelings drive action.
• Why features and benefits only land after trust and rapport are built.

2. The core components of emotional intelligence in sales

• Empathy: tuning into what your prospect is really saying (and not saying).
• Self-regulation and self-awareness: managing nerves, pressure, or rejection and knowing yourself well enough to keep composure.

3. How to ask the right questions

• Moving from surface-level “qualification” to meaningful discovery.
• The sales question that opens doors.

4. Handling resistance without being pushy

• Using “tactical empathy” to reduce tension and uncover real objections.
• How to reframe “no” and “maybe” as pathways to progress.

5. Authenticity as a Sales Superpower

• Why trying to sound polished often backfires.
• How to keep your own natural style whilst mirroring the tone of your buyer.

Free registration

This webinar, one of a series, is completely free of charge – just make sure you book well in advance to get the ‘joining instructions’ and to be sure of a place. Click 'Add to calendar' above before you click the green ‘Register’ button, above. The session will be held on Zoom, so remember to look out for the secure password we will email you an hour before the session begins.

Please don’t forget to attend – the session will not be recorded.

Feedback

This webinar is delivered by Ben Race, one of our top sales trainers. See some of the feedback he’s had recently from clients:

'The training delivered by Ben was extremely refreshing and insightful, a real shift from the usual sales training approach. It was practical, thought-provoking, and completely engaging from start to finish. It added significant value to our team and sparked a lot of useful conversations that will shape how we approach future opportunities'

'It was one of those sessions that just stays with you, not only because it was well run, but because it made you feel'

'Ben explained each part in depth and understood the struggles I face'

'Thank you for being so positive and making the course enjoyable to be on'

'This really focused on the human side of sales and customer service, not just ticking boxes. Loads of practical stuff I’ve actually used since. It was properly engaging without feeling like a typical “sales” session'

'I was quite nervous to present in front of a group, but Ben made me feel comfortable and able to participate'

'I was able to step outside of my comfort zone without it feeling overwhelming'

'Delivered really well. Got some great tips to use going forward in my role'

'Very helpful course, well delivered, I was engaged throughout'

'Very well presented and kept everyone in the room interested'

'A really useful and encouraging day'

'Just brilliant!'