A forest Products Trading Seminar

Jump-start your Traders Market experience by attending this one-day, pre-conference sales seminar. Whether you’re a first-time attendee or an industry vet, you’ll benefit from this workshop, which will help you sharpen your sales skills and close more deals. Sales expert, Rob Jolles, will help you gain new insights, network with fellow traders and leave ready to put your learnings to the test at the 2021 NAWLA Traders Market.

This workshop is limited to 40 participants, providing an ideal atmosphere for learning.

Seminar Details

How to Change Minds in the Lumber Industry - The Art of Creating Trust and Urgency Without Manipulation

Surely you know plenty of customers who need to make a change, but despite your most well-intentioned efforts, they resist. Why? Because people fundamentally fear change, and Rob Jolles knows this scenario all too well. Drawing on his highly successful sales background, and decades of research across industries he lays out a simple, repeatable, predictable, and ethical process that will enable you to lead others to discover for themselves what and why they need to change.

This workshop will:

  • Explore how lumber buyers make decisions, including the three critical decision points they face, and a customer centered approach to working within these decision points.
  • Teach a four-step approach to establishing trust.
  • Demonstrate a repeatable, predictable process for creating urgency within the minds of your buyers.
  • Equip you to skillfully handle objections and close intelligently.

Throughout the workshop, participants will:

  • Put your knowledge to the test to discover more about personal selling styles.
  • Examine interactive case studies to strategically apply tactics learned.
  • Participate in a round-robin role-play allowing for a group coaching session.
  • Take part in Mental Agility® exercises to speed up thought processes when speaking with customers.

Jolles_Rob Headshot.jpg

Rob Jolles | Sales and Training Expert, Best-selling Author

A sought-after speaker and best-selling author, Rob Jolles teaches, entertains, and inspires audiences worldwide.

Rob not only successfully sold for both the New York Life Insurance Company and Xerox Corporation, two of the most respected sales institutions in the nation; he managed their training as well. He co-created the Xerox Institute of Customer Education and was instrumental in creating, delivering, and managing Xerox Corporation’s highly touted customer sales training programs and was responsible for the training of all sales trainers within Xerox for over seven years. These programs, along with his staff of former Xerox Sales Trainers, have allowed him to amass a client list that reads like a Who’s Who of Fortune 500 companies, including Toyota, Disney, NASA, Nortel, a dozen universities, and over 50 financial institutions.


The updated schedule will be released soon, but this year's seminar will cover similar topic areas from 2019's schedule below.

Segment 1: Learning Process Overview
Designed to prepare the participants to become involved in the workshop, the seminar begins by overviewing the material that will be taught, along with a look at the four levels of conscious behavior involved in learning. A careful examination of the difference between manipulation and influence will also be covered.
Segment 2: Selling Styles
Participants partake in a small group exercise allowing them to participate in triad group presentations. This is accomplished in groups of three permitting an opportunity for participants to discover more about their personal style and their own probing techniques. The participants then look at the strengths and weaknesses of their personal style, as well as the advantages of using “open” and “closed” probes.
Segment 3: How to Change Minds Overview
Participants are introduced to the client Decision Cycle. What makes the How to Change Minds approach to selling unique begins to emerge in this segment as the participants are forced to focus away from the products they are selling and look instead at the way their customers make decisions.
Segment 4: Establishing Trust
At this point in the workshop, participants will be introduced to the first stage of the process of persuasion; trust. Examples will be explored within a small group exercise. Participants are introduced to a four-step approach to establishing trust with the clients they work with.
Segment 5: Creating Urgency
Participants will be introduced to the one of the most important, and challenging stages of the process of persuasion and techniques that will provide them with facts about their customer’s potential problems and the impact of these problems. Examples will be explored within a small group exercise.
Segment 6: Round Robin Engagement
Participants work as a large group in a round robin engagement to hear the overall tactics in action and to participate in a group coaching session. This can be accomplished in a generic, or product specific fashion.
Segment 7: Achieving  Mental Agility®
Understanding the principles of the sequence of questions taught is one thing - applying these skills on the spot with a customer is a whole different story. To speed up the participants thought and application process, a series of drills modeling those used to train actors in improvisational techniques will be covered.
Segment 8: Offering Solutions and Closing
Participants examine various myths behind closing studying a four-step technique for gaining commitment.
Segment 9: Case Studies – Group Work
Finally, participants perform a triad presentations that incorporates the various tactics taught from the How to Change Minds model. Evaluation sheets are provided to allow participants and the instructor to visually inspect performances.