Home Easy as ABC Accelerator Blueprint Coaching Scorecard Book Blog Brindis Bots FredAI DIY

Charge Up Your Sales

The Essential EV Sales Training Program


Get ready for the next evolution of truck sales

How salespeople can stay relevant and future-proof 

The Time is NOW

The trucking industry is undergoing its biggest transformation in a century, with electric vehicles (EVs) at the forefront of this shift.

Teams that stay ahead of the curve equipped them with the right skills, knowledge, and strategies will thrive in this evolving marketplace.

Why?

 

Sustainability is a priority

Customers are demanding low-carbon transport solutions.

Legislation is changing

With diesel trucks being phased out, EV adoption is no longer optional.

A new skillset is required

Shift from technical specs to consultative conversations.

The world of truck sales is changing

 

Evolution and revolution has increased challenges salespeople face

Challenges the industry faces

 

Operational and Infrastructure 

Transitioning from diesel to electric requires new infrastructure (charging stations, power supply upgrades).

Key Issues:

    • Limited power availability and long lead times to install infrastructure.
    • Complexity in planning charging locations, particularly for larger fleets.
    • Operators accustomed to diesel's convenience must adapt to new routines.

Financial and Business Model 

Truck operators face tight margins and rising costs. EV adoption adds financial pressure.

Key Issues:

    • Higher upfront costs of electric trucks.
    • Increasing operational costs due to inflation and emission standards.
    • Short-term financial pressures distract from long-term sustainability planning.

Sales and Knowledge Gaps

Truck sales teams struggle to adapt from diesel-focused conversations to EV-focused consultative sales.

Key Issues:

    • Lack of technical knowledge about EVs (e.g., infrastructure, battery performance).
    • Salespeople's reluctance to initiate conversations about long-term EV benefits.
    • Customers often unaware of looming regulations and the urgency of EV adoption.

Challenges for salespeople

 

Knowledge and Confidence Gap

Based on a product and market shift

  • EV technology, infrastructure, and regulations are complex and unfamiliar to many salespeople.
  • Sales teams are often more comfortable discussing diesel trucks, as EV conversations feel more technical and uncertain.
  • Misconceptions and disinformation about EVs (e.g., hydrogen vs. electric) add to the confusion.

"I know diesel trucks inside-out, but when customers ask about EV infrastructure or battery life, I feel unsure. I don’t want to lose credibility."

 

Sales Process Disruption

Based on shifting customer conversations

  • The traditional sales process focuses on technical specs and immediate operational needs.
  • EV sales require engaging different stakeholders (e.g., sustainability leaders) and discussing long-term strategic benefits like carbon reduction and cost savings.
  • Salespeople are often under pressure to hit short-term diesel sales targets, leaving little time to explore future EV needs with customers.

"I'm trying to hit my quarterly diesel targets, and now I'm expected to have strategic conversations with sustainability officers about net-zero targets? I don’t even know how to start those discussions."

 
Customer Resistance and Objection Handling

Based on a 'Brave New World' 

  • Many customers remain skeptical, questioning whether EVs are practical, affordable, and necessary right now.
  • Salespeople encounter objections like “EVs are too expensive” or “We’ll wait for hydrogen,” which can stall conversations.
  • Customers often don’t realize the infrastructure and planning timelines, making proactive EV discussions even more critical.

 "I hear the same objections about cost and infrastructure every day, and I’m not always sure how to respond in a way that moves the conversation forward."

     

Address the challenges with

  1. Technical Knowledge


    Build understanding of EVs, infrastructure, and regulatory drivers to increase confidence.

     

  2. Sales Process Adaptation


    Equip sales teams with techniques to engage new stakeholders, position EVs strategically, and shift from transactional to consultative conversations.

     

  3. Objection Handling Mastery


    Develop strategies to anticipate, address, and overcome customer resistance with credible, insight-led responses.

 

Address the challenges... NOW

 

and gain competitive advantage

 

Success is built around the VALUE Framework

Validate - Right opportunities

Align - Right research

Leverage - Right conversations

Underpin - Right solutions

Evolve - Right outcomes

Charge Up Your Sales 


Objective:

Equip truck sales teams with the skills, knowledge, and confidence to lead customers through the industry shift to electric vehicles (EVs). The training will help salespeople overcome knowledge gaps, adapt their sales process, and handle customer objections effectively.

 

Module 1: Collaborate (Foundations of EV Sales)


Goal: Build a solid foundation by learning historical best practices, current tactics, and industry-specific skills.

  • Historical Insights: Identify sales tactics from diesel sales that remain relevant today.
  • Sales Tactics: Understand best practices for introducing EV options.
  • Salesperson Characteristics: Recognize the traits of successful EV-focused sales professionals.
  • Partnering Intelligence (PQ): Assess and develop PQ to foster long-term customer relationships.
  • Learning Tools: Explore tools like Boxxstep, digital platforms, communities, and podcasts to stay informed.

Core activity: Interactive session on PQ and EV sales success stories.

Outcome: "I understand how to build customer trust and adapt best practices for EV sales."

 

Module 2: Validate (Targeting and Value Proposition)

 

Goal: Equip salespeople with the skills to profile accounts, build value propositions, and generate new opportunities.

  • Account Profiling: Identify key accounts that will benefit most from EV adoption.
  • Value Proposition Creation: Develop compelling EV-centric value messages.
  • Prospecting Strategies: Generate new leads through prospecting, land-and-expand techniques.
  • Practical Tools: Create and test email templates and video messages for customer engagement.

Core activity: Develop an EV-focused value proposition for a key account.

Outcome: "I know how to profile accounts and communicate EV value effectively."

 

Module 3: Align (Account Planning and Strategy)

Goal: Teach sales teams how to create detailed account plans and refine strategies for long-term success.

  • Sales Growth Planning: Set clear objectives for EV sales growth.
  • Decision-Making Units: Map out the buying process and identify key influencers like CSOs.
  • Competitive Analysis: Use SWOT and MegaSWOT frameworks to understand competitors.
  • Value Proposition Development: Apply the 'Value Pyramid' to strengthen customer engagement.
  • Market Change Insights: Identify market shifts that create EV sales opportunities.

Core activity: Develop an account plan and refine value proposition,

Outcome: "I can create strategic account plans that position EVs as a competitive advantage."

 

Module 4: Leverage (Meeting Excellence and Customer Engagement)

Goal: Improve meeting effectiveness, questioning skills, and virtual engagement capabilities.

  • Meeting Preparation: Structure meetings to maximize impact.
  • Advanced Questioning: Develop skills to ask insightful, customer-centric questions.
  • Insight Sharing: Use data and case studies to influence customer decisions.
  • Virtual Selling: Understand the tools and techniques for effective remote interactions.

Core activity: Plan a structured meeting, including using a questioning framework, with a potential customer.

Outcome: "I feel confident leading productive EV-related discussions in person and virtually."

 

Module 5: Underpin (Storytelling and Persuasive Communication)

Goal: Enhance the team's ability to communicate complex EV concepts in simple, engaging ways.

  • Proposal Development: Craft compelling proposals highlighting EV benefits.
  • Presentation Skills: Make presentations engaging with visuals and clear messages.
  • Storytelling Techniques: Use storytelling to make EV adoption relatable.
  • Positioning: Present the customer as the hero in sustainability success stories.
  • Message Clarity: Reduce fear, uncertainty, and doubt with clear, fact-based communication.

Core activity: Write a proposal and develop a presentation using the storytelling framework.

Outcome: "I can deliver persuasive, customer-centered EV presentations."

 

Module 6: Evolve (Negotiation and Relationship Growth)

Goal: Teach negotiation techniques and relationship-building strategies.

  • Negotiation Fundamentals: Understand key principles for negotiating EV contracts.
  • Preparation Techniques: Learn to prepare for negotiations with clear objectives.
  • Value Trading: Practice trading variables to achieve win-win outcomes.
  • Relationship Management: Develop contact plans and conduct Quarterly Value Reviews.

Core activity: Prepare and practice a negotiation scenario for an EV fleet sale.

Outcome: "I know how to negotiate and build long-term partnerships."

 

 

The future of trucking is electric. Salespeople who master these conversations today will lead the industry tomorrow.

Driving success 

 

 Implementention > Information

 

The training is designed in the form of an 'Accelerator' to encourage participants to apply new idea immediately.
Sell while you learn!

Everything you need

14 elements to drive implementation and sales success

What’s included?

Suitable for individuals and teams the materials have been developed to drive learning and activity that wins business IN REAL TIME

- LIVE vILT (virtual instructor led training) training sessions

- LIVE coaching account implementation sessions

- Boxxstep buyer enablement platform

- Access to Collaborative Selling Blueprint digital resources

- VALUE Canvas (opportunity management tool)

- Collaborative Selling Scorecard

- PQ Self Audit

- Access to Sales Today podcast special episodes

- Product or Problem Quiz

- 101 B2B Sales Tactics Book

- Access to Brindis Bots (AI assistants)

- B1G1 'performance' donations

- 'Selling Through Partnering Skills' Book

Plus

- LIVE Introduction to Ethical Selling workshop

Designed by professionals for professionals

Meet Your Trainers

Fred Copestake

​

Fred is is an experienced consultant specializing in the field of sales, leadership and performance. ​

His unique style allows him to release the potential from his clients through the ability to understand context and generate insight as well as stimulate and encourage active participation.​

Fred has worked in more than 35 countries delivering projects that range from implementing a European academy for a leading beer brand, developing sales skills in the Middle East for global healthcare companies, and introducing account development and sales leadership models in Latin America and Europe for IT and engineering multinationals.

As a result of working with over 10,000 sales people he has been able to understand the challenges they face and develop means to address these using a blend of modern tools and techniques and established best practice. ​

As someone always focusing on the desired outcomes, Fred’s approach sees him work with his clients to discover new and more powerful ways of how they can do business, build mutually beneficial relationships with their customers and increase revenue.​

Fred is a bestselling author of two books “Hybrid Selling” and “Selling Through Partnering Skills”. He is host of the “Sales Today” weekly podcast and a regular guest and speaker at leading industry events.

His vision for the sale profession is to have 'good people doing good things in a good way'​

Tony Owen

​

Tony has over two decades of professional experience and is deeply committed to delivering top-tier commercial training and support in the automotive industry

He has been Commercial Academy Manager at Renault Trucks UK as well as Fleet Services Manager at Volve Group.

His core competencies lie in driving instruction, conflict management and sales to develop educational programs that resonate with his mission to be prepare salespeople to do the best for their customers.

His goal is to nurture a culture of continuous improvement and knowledge sharing amongst the  truck sales professionals.

In previous roles, he has successfully launched a sales apprenticeship and spearheaded a HGV driver training program. Responsibilities extended to developing and delivering training for sales and dealer staff, ensuring they were equipped with the knowledge and tools to excel.

At Volvo Group he provided key account aftermarket support, bolstering his expertise in customer service and solidifying a reputation as a customer support expert committed to value-added solutions.

He is now committed to developing the next generation of industry professional who will seize the opportunity to adapt to new ways of working

Our mission is to make selling better and also the world a better place

We support B1G1 giving projects

For everyone who attends training we will make training available for someone in a less privileged position 

Imagine if you could change lives every day just by doing what you do…