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:

  • Role-play to discover more about personal selling styles
  • Examine interactive case studies to apply tactics learned.
  • Participate in multiple small group activities to improve probing techniques.
  • 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.


Segment 1: Learning Process Overview 8:00-8:15 a.m.
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: The Ethics Behind Influence 8:15-8:30 a.m.
To properly set up the training, ethics, and the difference between influence and manipulation are discussed. The confusion between these terms can often create a stumbling block and long-term issues for salespeople who struggle without achieving clarity regarding these concepts.
Segment 3: Selling Styles 8:30-9:00 a.m.
Next, participants partake in a small group exercise allowing them to participate in a triad role-play. 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 4: The Decision Cycle 9:00- 9:45 a.m.
At this point in the workshop, the 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 clients make decisions. The generic example that is typically used to illustrate this point will be removed, and an example provided by the client will be used instead. A 15-minute break will follow this segment.
Segment 5: Establishing Trust 10:00-10:15 a.m.
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 6: Creating Urgency 10:15-10:45 a.m.
At this point in the workshop, 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 client’s potential problems and the impact of these problems. Examples will be explored within a small group exercise. The intent of this portion of the workshop is vital, teaching participants how to gain the client’s agreement to fix their problems, known as the “first decision point.”
Segment 7: Achieving  Mental Agility® 10:45-11:45 a.m.
Perhaps the most crucial segment in the seminar, understanding the principles of the “Probing Sequence” is one thing - applying these skills on the spot with a client 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 taught. A lunch break will take place 11:45 a.m.-12:45 p.m. following this segment.
Segment 8: Closing 12:45-1:00 p.m.
Participants examine various myths behind closing studying a four-step technique for gaining commitment.
Segment 9: Case Studies – Group Work 1:00-2:00 p.m.
Participants are involved in a two-part exercise allowing them to practice their strategic command of the selling skills taught, and share their strategies with the group. Participants begin by forming larger, pre-call planning and strategic decision-making groups examining case studies, writing openings, developing strategies based on analysis of buyer position within the model, creating probing strategies, preparing for objections and working on trial closes. Once these strategies have been completed, participants present their strategies to the rest of the class, with each study group presenting one presentation.