OCTOBER 4, 2018

SWA Value Added Sales Training Seminar

Registration form is included at the bottom of this page!

https://southernwholesalers.org/wp-content/uploads/2018/08/Sales-Training-2018.pdfWith the popularity of our Profit Enhancement Institute in March each year, the SWA board decided to broaden the training SWA offers by hosting a sales training seminar October 4, 2018.  This year we will have Paul Reilly of Reilly Sales Training joining us to provide his Value-Added Selling workshop.  We believe that sales training is a critical component in operating a successful distribution company and that Paul Reilly’s material can help your sales staff achieve greater success.  Please sign up today so that we may adequately plan for your attendance


7:30am – 8:00am            Continental Breakfast

8:00am – 12:00pm         Value Added Selling  with Paul Reilly

12:00pm – 1:00pm          Lunch provided

1:00pm – 3:00pm            Seminar continues

3:00pm – 3:15pm            Break

3:15pm – 5:00pm            Seminar continues



Paul Reilly is the founder and president of Reilly Sales Training. He began his training career by joining Tom Reilly Training. Although Tom Reilly Training has a rich 33-year history in Value-Added Selling, he decided to start a new sales training company with a different focus. Reilly Sales Training offers a complete range of training programs, consulting services, and training assessments.

Before entering the training industry, Paul spent over fifteen years as a salesperson. He began his sales career at the age of 16 in St. Louis, MO. During high school, he sold car washes for Waterway Gas & Wash. During college, he started a painting company through the franchise organization, College Pro.

Paul attended the University of Missouri – Columbia, where he earned his undergraduate degree in Business Marketing. He went on to earn his MBA from Webster University.

Paul has over 11 years of outside sales experience. His first professional sales job was selling propane for Ferrellgas. After several months of exemplary performance, he was given an opportunity to sell in one of the largest territories in the country.

For six years, he sold tools and fasteners for the Hilti organization. A majority of his time was spent selling to customers in the petrochemical and power generation markets. During his tenure, he joined the Hilti Master’s Club in 2010 and was recognized in 2011 with Hilti’s Three Million Dollar Sales Club.

Paul also sold medical gas equipment for Allied Healthcare Products, a St. Louis-based medical supplier. He was able to grow his business by increasing distributor sales and re-penetrating the Canadian market.

Paul’s training methods draw from a diverse sales background. He has sold commodities, market-leading brands, and low-cost products; in the construction, industrial, and medical fields. He can relate to your salespeople because he has faced the same challenges and opportunities they face on a daily basis.

Whether selling propane, tools and fasteners, medical equipment, or training programs he is guided by the Sales and Service 101 Philosophy. “Sell customers what they need and give them the service they want.”

Value-Added Selling

Sales organizations are facing several challenges. Sales organizations are providing similar solutions using the same message. Products, companies, and even salespeople have become a commodity. Sales organizations fail to stand out. Organizations are too quick to say, “Me too,” instead of “Surprise, we’re different.” Customers are left thinking all the solutions are the same. To be different and succeed, sales organizations have to compete on the total value of their solution.

Training overview

Introduction to Value-Added Selling

Value-Added Selling is a content-rich message of hope: You can compete aggressively and outsell the competition while maintaining your profitability. The theme of this customer-oriented philosophy is Add value, not cost; sell value, not price. Value-added salespeople are more focused on making a difference than just making a deal; they know that a cheap price is not the only way to compete—they compete with their total value-added solution.

This is a conceptual and strategic overview of Value-Added Selling. The purpose of this session is to sell the group on the value-added philosophy and gain their full commitment for implementing this strategy. Here are the topics covered:

  • The value-added philosophy
  • How to define value
  • Identifying your value-added
  • The profit impact of value-added
  • The 3-dimensions of value
  • Introduction to the Critical Buying Path®
  • The Value-Added Sales Process®
  • How to sell the value-added solution

Value proposition for this module:

When your team embraces the value-added message, they will learn to compete aggressively on the total value of their solution. Your team will embrace a unifying philosophy and learn how to proactively take control of that sales conversation and guide it down a path of value.


We will be at the

Atlanta Airport Marriott

411 Best Road

Atlanta, GA 30337

(404) 766-7900

We will have a block of rooms under Southern Wholesalers Association

Cost $249 per person

(pay for 5 get one free)