Course Name

Customer-Centered Selling: Principles and Practice


December 01, 2022 - December 03, 2022

Schedule via Zoom:


8:30 am - 4:30 pm

Regular Rate:

PhP 18,000

Early Eagle Rate:

Php 16,500

Valid Until:

November 17, 2022

Customer-Centered Selling: Principles and Practice


This three-day online course will provide the learning of vital skills for dealing with accounts/customers and closing the sale.  It goes through the process on how to: 

     A.  Effectively engage in an information exchange with the buyer during the sales call;
     B. Efficiently address buyer’s concerns and subsequently resolve them; 
     C. Effectively know what “turns on/off” the buyer;
     D. Effectively impart to the buyer what matters most about a product or a proposal; and
     E. Proficiently make effective sales presentations.

Overall, this course will emphasize what the salesperson should do in a selling call and how to do it well to get the buyer’s “yes.”

Who should attend
  • Salespersons, up to sales supervisor or first-line sales manager level, with at least 1 - 2 years’ field sales experience
  • Salespersons wanting to re-learn their basics and/or to refresh their selling techniques
  • Non-sales people wanting to appreciate how effective selling should be.

After this course, you will:

  1. Learn to strengthen the salesperson’s selling competence and thus ensuring productivity in every selling call;
  2. Understand well what a buyer needs and wants - thus matching these with well-thought-out proposals; and
  3. Make data-based decisions and workable ideas in view of buyers

I. Face-To-Face Communications

II. Handling Objections

III. Account Penetration

IV. Features and Benefits

V. Persuasive Selling

VI. Closing Techniques

Mr. Rogerick P. Fermin has a successful 33 years of sales and general management experience across several industries (FMCG, Telco, Building technologies, Food, Logistics) with a solid track record of growing revenues and profitability of businesses in start-up and expansion mode. Recently, he was the Senior Vice President for Business Development and Sales at Metropac Movers, Inc. Prior to this, his career includes holding top executive positions in companies like Conceptfoods Corporation (Ulalammm), My Solid Technologies Corp. ( MyPhone) and Solidgroup Technologies Corp ( MyHouse). His international stint was with BMS-Mead Johnson Nutritionals (Thailand) as Regional Sales Training Head covering Thailand, Philippines, Malaysia/Singapore, Vietnam, and Indonesia. His sales career began with Procter and Gamble Philippines. Currently, he is engaged in management consultancy and sales training and development with different clients and industries in the Philippines.

Mr. Fermin has a Bachelor's degree in Economics from the Ateneo de Manila University.

Mr. Ronald Zialcita has extensive experience in sales and distribution in the consumer goods industry, the highlights of which have been 1) general sales management, 2) sales training and development, and 3) operations management of distributors.                     

His sales career began with Procter & Gamble, starting as an ex-truck salesman covering downline stores, and from there he had increasing responsibilities in field sales management covering major wholesalers and the modern trade (key accounts).  He further moved on, with the same company, to become sales training and development manager for Philippines/Indonesia, and eventually Thailand. 

He progressed through heading sales organizations of Universal Robina Corporation (Dairy Products Division), Sampœrna International, Sara Lee Philippines, Wella Philippines, and Unisell Corporation.

He has been doing consulting work on sales training and development with companies in the home/personal care, automotive consumables, industrial adhesives, agri-feeds, telco, industrial equipment parts, apparel industries, banking, and retail industries.

He has a Business Administration degree from Adamson University and pursued a Masters's in Business Administration degree at De La Salle University as well.

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