Leading Customer Conversations · For teams with a complex sale

Your buyers don’t need a pitch. They need someone who can help them make the right decision.

When the stakes are high, that someone should be on your team. Give your people the skills to stand out, get to yes more often and keep a cleaner pipeline.

Get in touch about your team See how it works
Ashley Frank smiling at the front of the room, microphone in hand, leading a team training session

Your team knows the product. So why aren’t more buyers saying yes?

Your people are knowledgeable and they work hard. But today’s buyers have researched you, your competitors and your pricing before the first call, often with AI. They’re more skeptical, and they can spot a pitch a mile away.

Does this sound like your team?

  • My team knows the product inside out, but they pitch features instead of asking questions.
  • My reps would rather send another email than have a real conversation.
  • My reps discount to win the deal, and our margins pay for it.
  • Our pipeline is inflated and full of maybes, and the forecast keeps slipping.
  • When we win a deal, no one can say exactly why, so we can’t repeat it.
  • We’ve invested in sales training before. It faded within a month.

You’re not alone. It isn’t a talent problem. It’s a conversation problem.

Get in touch about your team

Your team doesn’t need more information.

The salespeople who consistently win aren’t the most knowledgeable. They’re the ones who lead conversations that create clarity, confidence and trust.

Leading Customer Conversations gives your team one shared framework for those conversations, one that feels human, not scripted.

Built for complex sales, in any industry

If your team sells something that takes more than one conversation, involves more than one decision-maker, or depends on trust, this program fits. I’ve worked with teams in:

  • Technology
  • Insurance
  • Manufacturing
  • Real estate
  • Agriculture
  • Packaged goods
  • Home services
  • and many more

Why most sales training doesn’t stick

Traditional sales training

Information is delivered. Hopefully it sticks.

  1. InformationLearn new concepts and tactics.
  2. WorkshopAttend a training or session.
  3. Good intentionsPlan to use it back on the job.
  4. Old habitsGet busy. Fall back into what feels familiar.

The workshop ends. Behaviour doesn’t change.

How I work with your team

Frameworks become habits, because learning doesn’t end when the workshop does.

  1. KnowLearn the foundations.
  2. IntegrateMake it your own.
  3. MasterMake it second nature.
  4. Confident habitsNatural conversations. Consistent results.

The change sticks. Performance grows.

What your team will learn

Understand buyer psychology

How today’s clients make decisions, and why trust is built long before someone says yes.

Lead better conversations

Questioning, listening and coaching skills that uncover needs instead of creating pressure.

Build a flexible sales framework

A repeatable approach that fits each person’s personality, strengths and business.

Get to yes more often

More yeses, fewer stalled deals, and a cleaner pipeline your team can trust.

The result isn’t another sales script. It’s a framework your team can use every day.

A learning journey built for lasting change

Every part of the program moves through three stages, turning knowledge into confident action.

  1. KnowLearn the foundations
    • Sales mindset
    • Buyer psychology and decision making
    • Modern client expectations
    • Building trust and rapport
    • The role of today’s trusted advisor
  2. IntegrateMake it your own
    • Discovery conversations that uncover real needs
    • Effective qualification
    • Leading the proposal conversation
    • Navigating objections with confidence
    • Your personal conversation framework
  3. MasterMake it second nature
    • Practice and role plays
    • Personalized coaching and feedback
    • Real-world application and peer learning
    • Action planning for immediate impact
    • Sustaining the habits that drive results

Your team leaves with tools, not just notes

Each module ends with a practical tool your team uses in real conversations the very next week.

  • Discovery Question Guide
  • Buyer Personas
  • Sales Process Framework
  • Personal Sales Framework
  • Messaging Frameworks
  • Qualification Checklist
  • Collaborative Solutioning Framework
  • Negotiation Principles
  • Pipeline Dashboard
  • Client Success Framework
  • Sales Technology & AI Toolkit

Get the full program outline

All 10 modules, what your team learns in each, and the tool they leave with. It’s a two-page PDF that’s easy to share with your leadership team.

Every module is tailored to your industry, your team’s experience and your goals. The outline is a starting point, not a fixed curriculum.

Designed around your team

Customized for your business

Tailored to your industry, your team’s experience and your business objectives.

Interactive by design

Your team learns through discussion, coaching, reflection and practice. Not by sitting through a lecture.

Flexible delivery

In person or virtual. Two consecutive days, or shorter sessions spread out to fit your schedule.

Built for real participation

Ideal in groups of 10 to 20, so there’s room for coaching and personal feedback. Larger teams run in multiple groups.

Every workshop includes: interactive learning · individual reflection · group discussion · practical exercises · coaching and feedback · real-world application

Not ready for a full program? Start with a workshop.

A focused half or full day that gives your team momentum right away, and a taste of how I work.

Workshop participants at a flip chart answering “What is changing in your industry?”
Workshop · Half day or full day

Your 90-Day Sales & Business Plan

A hands-on sales productivity session. Your team leaves with a sharper way to explain their value, one to three priorities for the next 90 days, and a realistic week that makes room for them.

Get clearGet focusedTake action
See what’s covered
Ashley Frank

Hi, I’m Ashley.

I combine 20+ years of experience in professional sales, leadership, training and business strategy with a foundation in coaching psychology. I help teams sell in a way that feels authentic, human and repeatable.

20+ years
in professional sales, leadership, training and business strategy
1,000+
sales professionals trained and coached
ICF member
and Associate Certified Coach (ACC) candidate
Keynote
What If You Are the Competitive Advantage?
More about me
Ashley brings a personalized approach that helped us improve our sales conversations and create real momentum in our business. We’re more confident, more aligned, and seeing better results.
Jesse B., Tech Founder

Let’s talk about your team

Tell me a little about your team and what’s getting in the way. I’ll get back to you within one business day, and we can see whether Leading Customer Conversations is the right fit.

Not ready to talk? Get the program outline to share with your team.

Prefer email? ash@ashleyfrank.com
Or call 1-844-789-SALE (7253)