Sales Application Guide
How ASEC consultants apply mindset, knowledge and sales skills in common customer situations.
Real situations require judgement, not scripts.
This guide does not provide fixed lines for every customer. It helps consultants recognise common situations, avoid weak responses and choose a better approach based on the customer’s context.
Use the scenario, then apply the skill
Each scenario shows the common situation, the mistake to avoid, a better approach and the skills being applied. The goal is not to memorise the wording, but to understand the thinking behind the response.
Understand the situation
What is the customer really asking, and what concern may sit behind the question?
Avoid the weak response
Notice the common mistake that can damage trust, create confusion or lead to wrong recommendations.
Choose the better approach
Use the right mix of discovery, clarification, recommendation, response and follow-through.
Customer only asks for price
The customer says, “How much is your First Aid training?”
Common mistake
Send price immediately without understanding the customer’s purpose, participant profile or expected outcome.
Better approach
Acknowledge the price question, then ask a few relevant questions so the consultant can recommend the right option and price range.
What to clarify
Who will attend, why they need training, whether they are part of ERT, and what result the company expects after training.
Customer says competitor is cheaper
The customer says, “Another provider quoted cheaper. Can you match?”
Common mistake
Immediately discount, defend ASEC emotionally or speak badly about the competitor.
Better approach
Clarify what is included in the comparison, then explain ASEC’s value, delivery standard and suitability without attacking others.
What to clarify
Course scope, trainer quality, assessment, materials, participant support, certificate, delivery conditions and customer expectation.
Customer asks for the shortest course
The customer says, “We just want the shortest training. Can finish in one day?”
Common mistake
Recommend the shortest option immediately without checking whether it is suitable for the customer’s purpose.
Better approach
Clarify whether the customer needs awareness, compliance support, ERT readiness or competency development before explaining the suitable option.
What to clarify
Participant role, required outcome, audit or internal requirement, practical skill expectation and consequence of choosing a lighter option.
Customer asks whether it is HRDC claimable
The customer asks, “Is this course HRDC claimable?”
Common mistake
Make it sound like the training is free or imply claim approval without proper clarification.
Better approach
Explain claimability clearly and responsibly, while helping the customer understand what still needs to be checked or prepared.
What to clarify
Employer contribution status, training purpose, application timeline, required documents and whether the customer understands claimable does not mean free.
Customer wants an urgent training date
The customer says, “Can you do the training next week?”
Common mistake
Promise the date before checking trainer availability, delivery readiness, venue requirements or internal capacity.
Better approach
Clarify whether the date is fixed or flexible, check internal readiness and manage the customer’s expectation before confirming.
What to clarify
Preferred date range, number of participants, location, course type, HRDC timeline, venue setup and any special requirements.
Customer delays decision after quotation
The quotation has been sent, but the customer has not confirmed.
Common mistake
Only follow up with “Any update?” without adding value or understanding the decision blocker.
Better approach
Follow up by summarising the discussion, clarifying any decision concern and offering useful support for the customer’s internal approval.
What to clarify
Approval process, budget concern, comparison with other providers, training date urgency, internal stakeholder questions and next decision timing.
This guide should be used for practice, not memorisation
The scenarios above are starting points. Consultants should practise through role play, review real customer conversations and improve the quality of their responses over time.
Role play the scenario
Practise responding to the same customer situation in different ways.
Review real cases
Use actual customer conversations to discuss what went well and what could be improved.
Improve the response
Focus on better judgement, not perfect memorised wording.
Final Takeaway
Application is where mindset, knowledge and skills become real. A trusted consultant should not react blindly to customer questions, but understand the situation, avoid weak responses and guide the customer towards a better decision.