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Selling Fundamentals Sales Training

Helping Equipment Dealers and Their Leaders Thrive

Sheppard & Company’s Selling Fundamentals program is designed for sales professionals in equipment dealerships who want to elevate their skills, drive consistent results, and become customer-centric leaders.
Built specifically for the heavy equipment industry, our training goes beyond traditional approaches, combining hybrid learning with hands-on practice to deliver lasting success.

Hybrid Learning Model
A dynamic blend of self-paced learning, live virtual sessions, in-person workshops, and independent projects.
Hands-On Practice
Our immersive 2-day workshop gives you real-world application of new skills, surrounded by peers and experts.
Industry-Specific Expertise
Led by Matt Wills, a seasoned professional with over 20 years of experience in OEM and dealership sales processes.
Training

Our Training Format

1

Pre-Work
Before each virtual session, you’ll complete a short self-paced module to introduce key topics.

2

Virtual Sessions
Join a 1-hour live Zoom session each week, led by your instructor. Each session covers two modules with teaching, discussion and engagement.

3

Knowledge Checks
After each session, complete a short 3–5 question online quiz to reinforce key takeaways.

4

In-Person Workshop
Come together with your cohort and instructor for a 2-day workshop to practice new skills through hands-on exercises and real-world scenarios.

5

Capstone Project
Post-workshop, you’ll apply your learning through a small independent project over six weeks. This project solidifies your skills in a real-world context.

6

Capstone Report-Out
Conclude the program by sharing your Capstone experience in a final virtual report-out session with your cohort.
Training

Our Learning Modules

  • FAB Selling and Value-Driven Deals: Build powerful value propositions and apply the FAB tool.

  • Selling the House: Master upselling and cross-selling strategies beyond machines.

  • From Leads to Loyalty: Manage your sales pipeline for sustained success.

  • The Right KPIs: Apply leading and lagging indicators to track your performance.

  • Mastering Communication: Enhance conversations through better listening and collaboration.

  • Customer Buying Styles: Adapt your approach to different buyer behaviours.

  • Structured Sales Conversations: Lead with purpose using a custom sales conversation algorithm.

  • Negotiations: Apply proven negotiation strategies and preparation techniques.

  • Time & Task Management: Prioritize effectively and plan around your territory.

  • Turning Objections Into Opportunities: Handle objections confidently and close more deals.

  • How Buyers Buy: Understand finance options and guide customers accordingly.

  • Tech-Driven Selling: Leverage CRM systems, sales automation, and analytics for smarter selling.

OUR TEAM

Meet Your Instructor

Matt Wills

Partner, Sheppard & Company

• Sr. Advisor, Sheppard & Company
• 20+ yrs industry experience (OEM/dealer)
• Focus: Sales process, customer journey
• BComm., LLM, MBA

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