Consultative Selling in an Impersonal World

Great sales conversations depend on more than product knowledge or a polished pitch. They require the ability to understand what matters to the customer, uncover the problems behind the request and connect solutions to meaningful business value.

Main Content

Frameworks, Not Scripts: How to Win the Customer

Consultative Selling in an Impersonal World is a highly experiential, one-day program designed for customer-facing professionals who want a more consistent and effective approach to selling.

Drawing from the frameworks taught through the TCU Neeley Sales Center, participants will learn a repeatable consultative process they can adapt across customer conversations, accounts and opportunities. Through role plays, exercises and scenario-based AI simulations, participants will practice moving from initial outreach through discovery, proposal and objection handling.

The program emphasizes practical frameworks that help professionals think critically, ask better questions and create stronger customer conversations without relying on rigid scripts.

Program Details

Date: December 2, 2026
Time: 8:30 a.m. – 4:30 p.m.
Location: TCU Neeley School of Business, Fort Worth, Texas
Investment: $995

Program materials and meals are included.

Submit your information and a member of the TCU Neeley Sales Center team, which includes students trained in the consultative approach taught in this program, will contact you to answer questions and help you register.

Discounts are available for groups of 3 or more and for TCU Executive Education alumni. Please contact neeleyexeced@tcu.edu for details.

Skills and Insights You Can Apply

Participants will learn how to:

Diagnose customer needs through structured, question-based discovery
Identify root causes and connect customer challenges to meaningful business value
Use a repeatable process across Introduction, Discovery and Proposal
Build value-based proposals and justify investments with ROI
Handle objections with critical thinking and a structured approach
Use AI to improve preparation, research and follow-up while keeping human judgment at the center

What You’ll Explore

The program is organized around the TCU Sales Center’s three-phase sales process and the frameworks that support each stage.

Learn how to create stronger outreach and more productive early conversations using the CRVA framework: Connect, Reason, Value and Ask.

Practice question-based selling techniques designed to uncover customer goals, identify problems and reach the root causes that shape buying decisions.

Translate customer needs into business value. Participants will explore value-based proposals, business impact, investment justification and approaches for protecting margin.

Develop a more effective approach to objections, follow-up and account activity so opportunities continue moving forward.

Throughout the day, participants will apply these concepts through role plays, scenario-based exercises and AI-enabled simulations.

Is This Course Right for You?

This program is designed for customer-facing professionals who want to strengthen their consultative selling skills and build a more repeatable approach to customer conversations. It is especially relevant for:

Sales and business development professionals
Account managers and client relationship professionals
Customer-facing professionals who influence purchasing decisions
Experienced sellers looking to refresh or strengthen their approach

The program is particularly well suited for professionals in the first several years of a customer-facing role.

Meet Your Faculty Leader

Corey Hutchison will serve as lead instructor for the program.

Additional instruction will be provided by members of the TCU Neeley Sales Center faculty: