PAR Sales Training Course



“I’ve been personally involved with The PAR Group for over 11 years and have integrated it successfully around the world in various overseas assignments. The fact that Coca-Cola’s International Training and Development Department has incorporated the PAR system to be taught worldwide is a testament to its effectiveness.”




Dick Thornton, Program Director, Leadership for Marketplace Excellence, The Coca-Cola Company

Everyone’s A Customer I is one of the customer service skills training programs offered by PAR. This integrated course is designed to measurably improve sheer competence at internal or external customer service, teamwork and communication.

Customer Service Skills Training

Doing business with others requires a combination of technical and interpersonal skills—all aimed at communicating effectively, identifying and satisfying needs and resolving problems. This applies to internal as well as to external customers. After all, doing business requires the ability to gain the cooperation and buy-in of associates as well as that of customers.

Everyone’s A Customer I improves the core business skills necessary to do business well in today’s marketplace:

  1. The skills are drawn from award-winning leadership, teamwork, sales and service programs with proven track records.
  2. The skills are measurable, not vague, soft or fuzzy.
  3. The skills can produce immediate business results.

“Fad” type programs have failed to produce the above results. When was the last time you saw measurable increases in people’s sheer competence and tangible business results as a result of training?

You will see it in this customer service skills training because the PAR program already has a track record for producing those outcomes. 

The approach is unique and highly effective. A group of 12 to 20 people who work together or have interdepartmental work in common come to a meeting to do real work.  Specifically, to see if they can obtain some willing “customers” to implement tangible improvements in their departments or for the company as a whole.

There is a special kind of performance-coaching going on during the meeting’s real work interactions … coaching that shows people how to succeed at obtaining and serving customers. Participants become visibly and measurably more skillful. When conscious competence is attained, you can literally see them approach, serve, and obtain “customers.” This real use of the skills produces tangible results that reinforce the skills, making them permanent for 85% to 90% of all people.


In this customer service skills training, all materials are provided, including four award-winning, video-coached lessons, a meeting leader’s guide and a participant kit for each person. Reinforcement is built into the materials. The meeting leader should be a properly certified coach.


Use for all customer contact people and those who support customer service or salespeople. Also use for internal teamwork purposes. When people treat each other as “customers,” teamwork is a natural consequence. All individual contributors (any department) will benefit. This customer service skills training is also useful for culture change applications and work teams, process improvement teams, people new to sales who are not comfortable with selling, and engineers or technicians. There is a special emphasis on listening and respect skills, so almost any person in an enterprise will benefit from this coached session.

Hands-On Coaching for Everyone’s A Customer I

Participants are invited to a real work session to implement real work with their associates. They are asked to bring six to ten business improvement recommendations with them; they will try to get them implemented and measured for tangible results.  During the meeting they will receive special coaching on how to succeed at getting support and measurable results.


Listening for Other Points of View

Outcome: The ability to tell the degree to which others are buying in (becoming a customer) during the conversation. How to read willingness/motivation in any point of view.

Business Rapport (Respect)

Outcome: The ability to establish common goals in any situation. The ability to prove respect for every point of view. The ability to dissolve negative views.

Analytical Skills for Doing Business

Outcome: The ability to factually tailor solutions to individual points of view depends on the ability to correctly analyze logical needs first.

Positioning Your Ideas (Aligning)

Outcome: The ability to “follow” and reason with someone else’s point of view. How to position your ideas and solutions for faster acceptance. The ability to negotiate changes in point of view.