Is it taking you longer to close business? Are you getting shut out of deals?  Are you selling at lower margins on the deals you are winning? 

The problem could be you’re not speaking in your customers’ currency.  Customer currency is the value of the criteria that customers use for making purchasing decisions.  And if you don’t speak that language, your sales success will suffer.

Because of hyper-local marketing and customized solutions, today’s customers don’t react well to generic sales pitches – or to salespeople that don’t take the time to understand what customers want.  Customers react well when salespeople understand their needs and have a clearly differentiated solution to offer.

This course teaches you to tailor your sales approach and conversations, regardless of the type of industry or buyers you call on.  You learn to create stronger relationships, go deeper and wider in your customer organizations, and increase margin while closing business faster. 

Learning Objectives
  • Identify the customer currency that your customers use
  • Identify the 4 factors that contribute to your buyers’ currency.
  • Explore why being “single threaded” is an untenable position for sales professionals and recognize how the buyer journey has changed.
  • Discover how relating in context to buyers and influencers creates competitive advantage for sellers.
  • Discover 5 of the most influential buyer positions and how to speak in their currency.



Last updated/reviewed: March 9, 2024
Course Complexity: Intermediate

No Advanced Preparation or Prerequisites are needed for this course. 

Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Introduction to Shorten Sales Cycles By Speaking in Your Customer’s Currency2:20
  Buyers are Real People 9:56
  Currencies 5:58
  Considerations and Key Stakeholder Roles 14:54
  Roles (CONTINUED)2:45
  Business Owner Role and Course Review 6:19
Continuous Play
  Shorten Sales Cycles By Speaking in Your Customer’s Currency 42:12
  Slides: Shorten Sales Cycles By Speaking in Your Customer’s CurrencyPDF
  Shorten Sales Cycles By Speaking in Your Customer’s Currency Glossary/IndexPDF