Consultative Selling Skills
Other-Centered® Selling
Other-Centered® Selling (OCS) is ASLAN’s flagship sales methodology and the foundation of everything we teach. It gives frontline sellers a complete, repeatable framework for leading every stage of a sales conversation, from earning a buyer’s trust to closing the deal. Built over 30 years and applied in 47 countries across 17 languages, OCS takes 68 selling behaviors and simplifies them down to 4, giving sellers a practical system they can apply immediately and build on over time.
Heavy equipment buyers usually only call when something’s broken, which puts reps on the back foot before the conversation even starts. OCS equips reps to open the account conversation before the machine goes down.
Why It Works
Equipment buyers can already compare uptime data and financing terms across dealers before a rep calls. When reps show up with the same numbers the buyer already found, they read as redundant, not relevant.
OCS is built to change that. It equips reps to surface risks the buyer hasn’t considered (aging fleet, rising downtime, financing timing) and show up as a Trusted Partner the customer calls before the machine fails.
Who It's For
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Machine Sales Reps
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Territory Managers
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Product Support Sales Reps (PSSRs)
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Inside and Counter Sales Reps
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Application and Sales Engineers
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Dealer Sales Managers
What You'll Learn
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Leading past the spec sheet so the conversation covers what the buyer hasn’t already priced out on a dealer portal.
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Surfacing risks before the next breakdown, so the buyer sees a partner who spotted the risk first.
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Building a recommendation that connects fleet uptime to the buyer’s operating budget, not just the equipment’s technical specs.
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Advancing the conversation to a specific next step instead of waiting for the next service call to reopen it.
Results
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Trusted Partners outperform transactional sellers and relationship managers by 103%.
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High-performing reps, those at over 150% of quota, score 83% higher in Discovery disciplines than low performers.
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22x increase in engagement with new decision-makers.
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Other-Centered Sellers outperform peers by an average of 44%.
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Reps get ahead of the next equipment cycle instead of waiting for the next breakdown.
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Buyers see the dealer as a Trusted Partner they call before the breakdown.
Sales Negotiation Training
Defend™
Defend equips reps to protect existing business and lead customers to embrace the optimum solution, even when facing price pressure, competitive threats, or buyer resistance. Built on Other-Centered® Selling principles applied specifically to at-risk and growth account scenarios, it addresses why defensible business gets lost: not because the dealer’s equipment is inferior, but because reps fail to create receptivity, uncover the real concern, and build a compelling value case before the customer has already decided to leave.
In heavy equipment, buyers usually only call when something breaks down. Between purchases, a competitor’s dealer can quietly take over the relationship on service or the next capital buy, and the current dealer never sees it happening until the order is gone.
Why It Works
Accounts rarely leave over price alone. In heavy equipment, they leave because a competitor’s technician showed up faster on a downtime call, or because a rival dealer started tracking the customer’s fleet hours and flagged a rebuild before the current dealer ever noticed the machine was aging.
Defend is built to change that. It equips reps to earn the right to a value conversation before a machine goes down, uncover whether a customer is actually shopping the next capital purchase or just frustrated with a slow parts order, and deliver a recommendation that keeps the whole fleet, not just the current invoice, with the dealer.
What You'll Learn
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Create receptivity before defending value, so the conversation opens rather than putting the customer on the defensive.
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Uncover the true concern behind a competitive threat, instead of assuming it’s price.
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Build a Logic + Emotion recommendation that leads customers to embrace the optimum solution.
- Protect account share between purchases, not just at renewal or the next breakdown call.
Results
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Reps open the value conversation before a machine goes down, so the account is defended before it is contested.
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Reps find out whether a customer is shopping for the next capital purchase or reacting to a slow parts order.
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The recommendation covers the whole fleet, so the dealer keeps more than the current invoice.
- Reps hold accounts through the gap between purchases, which is when a competing dealer does its quiet work.
Account Prospecting Training
Access™
Access™ addresses the barrier that makes moving upstream difficult: receptivity. It equips account teams with the capabilities and a clear process to overcome the emotional barriers that keep reps from reaching out, a framework to position meetings, and proven strategies for engaging decision makers across channels, including email, phone, LinkedIn, and video.
The question ASLAN hears most from equipment dealers is how you sell capital equipment to a buyer who only calls when something breaks. Access™ is built for exactly that reactive, hard-to-reach buying pattern, earning a seat at the table before the next breakdown instead of waiting for the phone to ring.
Why It Works
Account managers default to the people they already know: the parts buyer, the operator who calls when a machine goes down. That keeps them stuck with existing contacts instead of reaching the fleet managers and procurement leads who actually drive the next purchase.
Access™ is built to change that. It equips reps with a repeatable process and proven outreach strategies across channels, so getting in front of a decision maker stops depending on the next breakdown call.
What You'll Learn
- Identify and prioritize the decision makers who actually drive a purchase, fleet managers and procurement, instead of defaulting to the contact who already picks up.
- Overcome the hesitation that keeps reps from reaching out cold, so outreach happens ahead of the next breakdown instead of after.
- Build a multichannel outreach sequence, email, phone, LinkedIn, video, that earns a first meeting instead of a voicemail.
- Position that first meeting as a business conversation, not a pitch, so it doesn't stall at the gatekeeper.
RESULTS
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22.7% increase in rep confidence securing meetings with new decision makers.
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22x increase in engagement rates.
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365% lift in email response rate.
AI-Powered Sales Enablement
Meet ASLAN+
ASLAN+ is an AI-powered sales enablement platform built on ASLAN’s Other-Centered® methodology. It gives sellers the capabilities, tools, and just-in-time resources they need to perform at their best, right inside their daily workflow. Most training fades because nothing reinforces it, especially in a dealer network where managers are stretched across branches and reps are often working solo out of a service truck or a remote territory.
ASLAN+ puts development inside the workflow, so support reaches a rep out of a service truck or a remote territory.
Why It Works
ASLAN+ is a performance platform built around the same Other-Centered® principles that drive ASLAN’s live programs. Reps practice real, high-stakes conversations (the fleet manager weighing a competitor, the customer upset about downtime) and get coached in the moment instead of after the account is already at risk.
Who It's For
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Machine Sales Reps
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Territory Managers
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Product Support Sales Reps (PSSRs)
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Inside and Counter Sales Reps
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Application and Sales Engineers
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Dealer Sales Managers
What You'll Experience
- Practice high-stakes conversations, a fleet manager weighing a competitor, a customer upset about downtime, before they happen with a real account.
- Get coached in the moment, without waiting for a manager to be in the truck or on the call.
- Pull just-in-time resources and talking points inside the workflow, not buried in a training portal.
- Reinforce OCS behaviors consistently, whether a rep is solo in a service truck or covering a remote territory.
Results
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61% active user rate across the client base
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Reps get support in the moment the account is at risk.
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Managers coach consistently across branches without adding to their workload.
- Support reaches a rep out of a service truck or a remote territory.
