Whether it's photovoltaics, construction financing, or telecommunications, sales representatives operate in markets that could hardly be more diverse. What they have in common: their success depends largely on their ability to convince customers in sales conversations. But this is precisely where the challenge lies. Many sales training courses rely on standard content, without reference to the respective industry, product type, or specific conversation situation. Today, this requires more than just sales techniques: it requires an understanding of industry-specific objections, confidence in argumentation, and the ability to respond flexibly to different customer types.

Precisely because sales representatives often operate independently and have diverse professional backgrounds, modern training must focus on where it matters: practical, personalized, and applicable at any time. New technologies like AI enable precisely this – with role plays that simulate realistic customer conversations and enable targeted learning (AI role plays in sales training: How realistic simulations revolutionize learning success ). This article shows what modern sales training must look like today in order to survive in complex markets.

Key Takeaways

• Who are sales representatives and distribution partners - and why their requirements are so diverse

• Why is industry-specific sales training crucial for sales success?
  You will learn why sales training today must be tailored to the specific requirements of different industries and how practical, industry-specific skills have a lasting impact on sales success.

• How do I deal with typical objections?
  We examine the most common customer objections in each industry and how to respond confidently to them.

• What are the modern challenges for sales representatives?
  This section highlights the key challenges faced by sales representatives in their daily work, from increasing competitive pressure and digital transformation to changing customer expectations and more complex products and decision-making processes.

• What role does AI play in modern sales training?
  Learn why realistic AI-powered simulations better prepare sales representatives for modern sales challenges and how AI technologies help effectively overcome both industry-specific and cross-sector challenges.

• FAQ - Frequently asked questions answered in a nutshell

Who are sales representatives and distribution partners - and why their requirements are so diverse

Anyone who has ever searched for a real estate agent or been interested in a photovoltaic system will be familiar with the image: countless titles, roles, and providers, all with "consulting" or "sales" in their name. From independent sales representatives to franchise partners to customer service representatives in the field – at first glance, it seems as if there are hundreds of different sales titles. In reality, many of these roles are much more similar in practice than their names suggest.

Whether sales representatives, sales partners, field staff, or sales consultants, they all work in direct customer contact. They advise, present, and negotiate – often on the move, with regional responsibility, or integrated into a partner network. The contractual arrangements can vary: some are employed, others work on a commission basis or independently. Regardless of the model, however, they represent the company to customers, whether in private or business customer sales.

Legally, a commercial agent is someone who, according to Section 84 of the German Commercial Code (HGB), is permanently commissioned to broker or conclude business on behalf of a company - usually on a self-employed basis (Source: Federal Office of Justice - Paragraph 84 HGB). But the reality in sales is much broader. In addition to traditional sales representatives, sales partners also include field sales partners, freelance sales staff, licensees, multi-level marketing consultants, and direct sales consultants. Sales leadership positions, such as area sales managers, sales team leaders, or field sales managers, are often the target group for special sales seminars and training courses. This also includes many career changers who are building their own sales territory in consulting-intensive industries.

The range of industries in which sales representatives and distribution partners operate is enormous. Typical fields include:

• Renewable energies & photovoltaics (e.g. solar system consulting, energy solutions)

• Telecommunications & Energy Supply( e.g. mobile phone contracts, changing electricity providers)

• Financial services (e.g., construction financing, insurance, financial advice, banking services such as account management or lending)

• Real estate sales (e.g. residential projects, existing properties, investment properties)

• Household products & direct sales (e.g. household appliances, food supplements, cosmetics)

• Healthcare & Medical Technology (e.g. care products, medical devices) (Source: Sales Representative Network - Sales Representative Industries)

Additionally, professional background and qualifications influence the starting position in sales: Some sales partners have commercial or technical training, others are career changers without any formal prior experience. Many are self-employed and take entrepreneurial risk, investing in their continuing education, tools, and processes. Others, however, work in the field, but with clear objectives and a high level of personal responsibility.

What at first glance appears to be a jumble of terms is actually the expression of a heterogeneous, yet functionally closely related sales landscape. Regardless of title, employment model, or industry, sales representatives, field staff, sales partners, and sales consultants share a central role: They are the bridge between companies and customers.

But this commonality should not obscure the fact that the framework conditions, products, target groups, and market mechanisms vary greatly. Those working in real estate sales operate in a different reality than those working in energy sales or financial consulting. This heterogeneity not only shapes daily sales work—it is also crucial for how roles are designed, what expectations are placed on them, and what challenges they face (Source: IHK - The self-employed commercial agent).

Why is industry-specific sales training crucial for sales success?

If many sales roles are so functionally similar - customer contact, consulting, closing - the question arises: Why is industry-specific training even necessary?

The answer lies in the reality of everyday conversations: products, target groups, decision-making processes and objections vary considerably from industry to industry, and so do the requirements for behavior in sales conversations.

Imagine three sales conversations:

A real estate agent presents a townhouse to a married couple, an insurance advisor explains retirement planning to a family, while an energy sales representative has to convince a customer at their door in under 30 seconds. Three completely different scenarios, each with its own requirements, target groups, and conversation dynamics.

This shows how differently these situations actually unfold and how companies react to them: Companies from different industries deliberately design their sales training differently because they know that selling real estate has different requirements than an insurance consultation or a door-to-door contact in the energy market (Practical insight: How sales training differs for ex- and internal sales representatives).

In real estate sales, for example, a partner at Engel & Völkers, an international premium brokerage firm, works in particularly consultation-intensive sales situations: high-value properties, demanding clients, and emotional decisions. To specifically prepare brokers for these challenges, Engel & Völkers operates its own Real Estate Academy, where over 3,000 sales professionals participate in over 300 practical seminars each year. The focus is on negotiation techniques, regional market knowledge, and confidently handling objections such as "We're already working with another broker" (Source: Engel & Völkers - Internal training for collaborators).

In contrast, the financial and insurance services provider Swiss Life Select relies on a modular training system with Chamber of Industry and Commerce certification (Section 34d of the Trade Regulation Act). It prepares advisors to communicate complex and complex products that require explanation, such as occupational disability or retirement provision, in a legally compliant, empathetic, and understandable manner. The training includes structured discussion skills, needs analysis, and clear product explanations—all with the goal of building trust while simultaneously meeting legal requirements (Source: Swiss Life Select - Your continuing education).

In energy sales, however, completely different conditions apply: Field staff and sales personnel generally work without appointments - according to a survey by the consumer advice center, 26% of households have already been approached unannounced at their doorstep by electricity or gas providers (Source: Federal Consumer Center Association - Energy contracts between the door and the gate). At the same time, the Federal Network Agency's monitoring report recorded a new record in 2023: 6.02 million households changed their electricity provider, which underlines the enormous dynamism of the market (Source: Federal Network Agency - Significantly more people switching electricity and gas providers). In this environment, energy sales representatives must be convincing in seconds, confidently handling spontaneous objections such as "I am satisfied with my provider," and at the same time explaining complex tariffs in an understandable way. The key is not lengthy consultations, but rather the rapid recognition of purchase signals, clear argumentation, and situational persuasiveness, because there is often only a short window of time in which the success of the conversation is determined.

These examples demonstrate that the difference lies not only in the product, but above all in the sales situation. While real estate consultants negotiate strategically and emotionally, energy salespeople must react quickly and convincingly. And financial advisors operate within a regulated environment that requires not only specialist knowledge but also a great deal of empathy.

Industry-specific sales training therefore means not training everyone the same, but rather specifically training what really matters in the respective industry. Only then can genuine conversational skills be developed that are effective in everyday life.

Objection handling in sales: The most common customer objections per industry and how to counter them

Especially in a sales world where sales representatives are confronted with a wide variety of conditions, products, and customer types, not only individual challenges arise in the sales process but also a multitude of objections that hamper the closing. Whether emotional reluctance when purchasing real estate, price concerns with insurance, or skepticism about switching providers in the energy sector: objections reflect complex purchasing decisions and appear in very different forms depending on the industry.

This reality makes one thing clear: Anyone who wants to sell successfully needs not only industry knowledge, but above all the ability to deal with objections in a targeted manner – appropriate to the content, emotions, and situation. Because no matter how diverse products and target groups may be, the reaction to an objection often determines in seconds whether a sales conversation continues or ends prematurely.

Over the past year, Fioro has gained in-depth insights into precisely these situations through close collaboration with sales units from three particularly objection-intensive industries:

• with the Volksbank academies in the areas of asset management, loans or pensions.

• with the Oikos Group in the prefabricated building segment (Blog: How Oikos relies on the Fioro training platform),

• as well as with the EKD, a key player in decentralized energy distribution (Blog: How EKD trains its sales partners with Fioro).

These collaborations have made it possible to identify cross-industry patterns and systematically capture typical industry-specific objections. It became clear that while some arguments arise in almost every sales conversation (e.g., price, trust, decision-making delay), others are directly tied to the specifics of the industry, such as regulatory requirements, market uncertainties, or emotional decision-making processes.

In the next step, we'll take a closer look at the most common objections sales representatives face on a daily basis, both in general and industry-specific. We'll also demonstrate strategies sales professionals can use to respond to them competently, empathetically, and successfully.

General objections:

• 1. That's too expensive for me!
  Strategy: The Feel-Felt-Found Method
  • Feel: "I totally understand that the price seems high at first..."
  • Felt: "Many of my clients had exactly the same feeling at the beginning..."
  • Found: "...and then found that the investment was more than worth it through [concrete benefits]."

• 2. First send me information material!
  Strategy: The Boomerang Method
  Concrete example:
  "With pleasure! And that's exactly why I suggest we sit down together for a moment.
  Because instead of overwhelming you with standard brochures, I can give you in 15 minutes
  provide exactly the information that is relevant to you.
  If I have not aroused your burning interest during this time,
  I end the conversation immediately. Fair?"

• 3. I don't have time for that now!
  Strategy: The yes-but method with privilege technique
  Concrete example:
  "I understand that completely – time is precious. That's precisely why:
  I am only offering three consultation appointments this week,
  where I can guarantee [special advantage/bonus].
  When is more convenient for you - Thursday at 2 p.m. or Friday at 10 a.m.?

• 4. I still have to think about that..."
  Strategy: The isolation technology
  Concrete example:
  “That’s completely understandable – a well-considered decision is important.
  May I ask: What exactly would you like to consider next?
  Then we can clarify this point together directly.”

Industry-specific objections and response strategies:

Energy consumption

• 1. “With all the rain/snow/clouds here, a solar system isn’t worth it!”
  Strategy: Reality Check Method
  Concrete Formulation:
  "Good point! Even with 70% sunshine hours, a system in Germany generates [X]kWh annually—saving around [Y] euros. And modern modules reliably supply electricity even when the sky is cloudy."

• 2. “Technology is developing so fast – in two years there will definitely be something better!”
  Strategy: Opportunity cost strategy
  Formulation:
  "Technology will always evolve. But: Waiting two years will cost you [X] euros in savings. Our systems are already paying for themselves today—and every month afterward, you'll pay for it."

• 3. "What about battery disposal? That's totally harmful to the environment!"
  Strategy: Facts Plus Future Method
  Concrete Formulation:
  "80-90% of storage is recyclable. In 10-15 years, you save [X] tons of CO₂—that's like planting [Y] trees. And old batteries are often reused as stationary storage."

Insurance and asset management advice

• 1. “Nothing has ever happened to me!”
  Strategy: Fire brigade analogy
  Concrete Formulation:
  "I hear that often, and that's good! But like with the fire department: You hope you never need it. In an emergency, you're glad you're covered. Better to invest 50 euros a month than pay 50,000 euros yourself."

• 2. “They never pay anyway!”
  Strategy: Transparency Plus Facts Method
  Concrete Formulation:
  "Understandable—you hear stories like that. But [insurance name] alone paid out [X] million euros last year. I personally support my clients—so that everything runs smoothly in an emergency."

• 3. “I don’t need financial advice – I hardly have anything anyway.”
  Strategy:Growth logic + future perspective
  Concrete Formulation:
  "That's exactly why a good start is important. Even small amounts can make a real difference in the long run with the right strategy. It's not about having a lot—it's about starting wisely early. It's like a tree: It doesn't grow overnight, but you have to plant it at some point."

Real estate sales

• 1. “I can sell/rent it myself!”
  Strategy: Iceberg Method
  Concrete Formulation:
  "True – at first glance, it seems simple. But a lot remains beneath the surface: incorrect pricing, legal risks, security during viewings. A professional protects against costly mistakes."

• 2. “Other agents have valued the property significantly higher/lower!”
  Strategy: Market Facts Plus Perspectives Method
  Concrete Formulation:
  "Valuations vary. Ours is based on real sales data, location, amenities, and market trends. I'd be happy to show you how we arrived at our price—transparently and understandably."

• 3. “I want to find something new before I sell!”
  Strategy: Dual strategy security
  Concrete Formulation:
  "Understandable! That's why we combine search and sales. We secure the handover flexibly in the contract. And through our network, you can see properties before they come onto the market."

Objections are, of course, inevitable in sales, but with the right strategy and preparation, they can be turned into opportunities. It's crucial that sales representatives not only understand generic objections, but also recognize industry-specific challenges and customer expectations. With targeted objection handling, sales professionals can not only convince customers but also effectively and successfully close the sales process.

Modern challenges for sales representatives: digitalization, competition & customer requirements in sales

But where do these objections actually come from?

The reasons often lie deeper: in the way sales itself has changed. New technologies, more demanding customers, and growing competitive pressure shape the everyday lives of sales representatives more than ever. Anyone who wants to sell successfully today must not only deliver strong arguments, but also master the structural challenges that make modern sales conversations so challenging in the first place (How AI-supported role plays help to overcome these hurdles).

In the next section, we will therefore take a brief look at precisely these challenges - from digitalization to market changes to complex product worlds.

1. Competitive pressure and market oversaturation

In saturated markets, it is becoming increasingly difficult to stand out from the competition. The real estate market in Germany recorded around 866,000 transactions in 2022 – a decline of 16% compared to the previous year, highlighting the increasing cutthroat competition (Source: Federal Institute for Building Research - Number of real estate transactions). The financial sector is also facing increasing competitive pressure, as there are now over 700 Fintech companies operating in Germany, which further increases competition in customer acquisition (Source: Bitkom - Germany as a location: FinTechs take stock). 

2. Increased customer expectations and requirements

Customers are better informed, compare faster, and expect customized solutions. According to a McKinsey study, 73% of consumers prefer brands that offer personalized experiences. Those who don't deliver are replaced. Sales pressure is therefore stemming less from a lack of demand than from increased demands for relevance and customization (Source: Harvard Business Review - Personalization Done Right).

3. Digitization and automation

Many companies struggle to effectively integrate new technologies into sales. According to McKinsey, the automation potential of artificial intelligence in retail alone is around 60%—especially in the area of customer interaction. However, a lack of technological infrastructure and low AI skills among many sales representatives often prevent this potential from being fully realized (Source: McKinsey - How retail benefits from artificial intelligence).

4. Complexity of products and services

Products and solutions are becoming more complex, and with them, sales processes. 81% of CROs and sales managers surveyed report that their deals have become significantly more complex since 2022 (Source: Gong - Selling is more complex than ever). At the same time, 72% of sales professionals say that the customer journey today includes more touchpoints and decision-makers than ever before (Source: Upload - 150 B2B Sales Statistics 2025). The result: consulting quality becomes a differentiating factor and requires significantly more in-depth understanding and flexibility.

5. Changed purchasing decision processes

The purchasing decision process has changed significantly. A study shows that 70% of buyers make their decision digitally before they even contact a sales representative (Source: Sales Management - Buying Psychology of Customers). Those who join in the final phase often arrive too late. For sales partners, this means that those who join the conversation late have to be even more precise in their persuasion and actively consider digital decision-making processes.

The challenges sales representatives face in today's sales world are complex and diverse. They range from digital transformation and changing customer expectations to fierce competitive pressure, product complexity, and constant regulatory changes. These changes require continuous training, the use of new technologies, and the ability to adapt quickly to changing market conditions to remain successful in modern sales.

Sales success in transition through AI: What sales representatives really need today

Given all the challenges and the enormous potential for automation through digitalization and artificial intelligence, the question inevitably arises: Do we still need sales representatives?

The answer is a clear yes. Especially in complex, consulting-intensive markets, they are indispensable – as confidants, as interpreters of technical content, and as convincing negotiators. As a study by Springer Professional shows that sales representatives are not a dying breed, but remain a central component of successful sales strategies. Their relevance even increases when they use modern technologies such as AI to further develop themselves (Source: Springer Professional - Where are the sales representatives going?).

The analysis of Simon-Kucher on the transformation in energy sales underscores: The market is facing a paradigm shift. By 2030, the integration of AI will make an estimated economic contribution of over €14 trillion to global GDP – a development that holds enormous potential, especially for energy suppliers. Those who adapt to this change early on can not only operate more efficiently but also radically improve their customer relationships. Sales must be more data-driven, customer-oriented, and automated (Source: Simon Kucher - Groundbreaking Scenarios for the Energy Sector 2030).

Industry experience with a focus on: energy, insurance, real estate

This is precisely where Fioro comes in: We support sales representatives in not only maintaining their communication and sales skills with the help of AI, but in taking them to a new level. Our AI-supported coaching and hyper-realistic role plays prepare salespeople for those crucial moments – from the initial approach to the closing.

Fioro specializes in three key industries where personal sales remain crucial and, at the same time, benefit massively from the targeted use of artificial intelligence:

• Solar and energy industry: Together with EKD we have developed practical training courses to convincingly convey technical details and profitability calculations – for example, on solar systems, regional funding or energy self-sufficiency.

• Insurance and financial advice: With Volksbank's Genoakademie, we are working to train advisors in empathetic communication, the communication of complex financial and insurance products in a way that is understandable to customers.

• Real estate sales: For the Oikos Group we support the sale of prefabricated houses through simulation-based training on price negotiations, emotional argumentation and dealing with typical objections.

Especially with high-priced, advice-intensive products the sales process is becoming increasingly complex. Customers are informed, price-sensitive, and expect digital, understandable advice at eye level. Sales partners who want to sell successfully today and in the future must digitize, design processes efficiently, and equip their teams with powerful tools such as AI-supported training platforms like Fioro.

Fioro for sales representatives in the energy sector

In the energy industry, and especially the solar industry, it is particularly important to communicate complex technical details in an understandable way and explain the economic viability of solar systems. Fioro offers a solution that addresses both industry-specific challenges and the individual discussion situation.

Our solution for EKD in solar sales:

• Individualized scenarios: Simulation of common objections, e.g. regarding the economic viability of solar systems under specific weather conditions.

• Real-time data integration: Use of current funding opportunities and market analyses to always provide sales staff with relevant information for their arguments.

• Quick response to objections: Prepare for spontaneous concerns such as “Is the solar system really worth it here?” or “Technology will soon become obsolete.”

• Feedback on the argument: AI-driven coaching to respond to objections and leverage arguments such as opportunity costs and long-term savings.

These features enable sales representatives in the solar industry to increase their sales performance by providing in-depth knowledge and quick, precise answers to common objections.

Fioro for advisors at Volksbank (e.g. in the cooperative financial network with insurance and investment products)

Customer service at Volksbanken is not just about selling products, but above all about building long-term relationships, trust, and the understandable communication of complex financial and insurance services. Fioro supports advisors in the cooperative financial network with practical training scenarios, which are on the specific requirements of hybrid consulting in banks tailored to your needs.

Our solution for Volksbank in everyday consulting:

• Modular scenarios:
  Simulation of typical consultations around insurance (e.g. pension planning) as well as financial advice such as investments or financing - with a focus on customer-friendly explanation.

• Building trust & empathy:
  Real-time feedback on typical objections such as “There is not much return anyways” or “Insurance companies never pay out anyway”, with a focus on empathetic conversation and active listening.

• Visual communication:
  Coaching on the use of effective Analogies such as the “fire brigade analogy” or the “tree doesn’t grow overnight” metaphor to describe abstract products emotionally tangible close.

Thanks to these functions, advisors in the Volksbank academies can provide advice that is both technically sound and emotionally convincing, thus creating the basis for a sustainable customer relationship beyond the conclusion of the contract.

Fioro for sales representatives in the real estate industry (e.g. Oikos Group with prefabricated houses)

Real estate sales, especially for high-priced products such asprefabricated houses, requires a high degree of negotiation skills and the ability to respond to emotional as well as rational purchasing decisions. Fioro offers the sales staff of the Oikos Group practical role plays and feedback to get into these to be successful in complex conversations.

Our solution for the Oikos Group in real estate sales:

• Realistic role plays: Simulation of sales conversations that address emotional decisions and objections such as “I don’t know if the house is worth the price.”

• Negotiation techniques: Coaching on pricing and argumentation for the quality and long-term value of prefabricated homes, based on current market data.

• Objection handling: Training in responding to common objections such as “The house is cheaper from another prefab home provider” or “I want to find another house before I sell”.

• Building trust through tailor-made scenarios: Supporting arguments that emphasize the benefits and long-term stability of prefabricated houses.

With these specific features, Fioro helps real estate agents to have the right arguments at hand and to respond specifically to the needs and concerns of their customers.

By leveraging AI-driven coaching tools and customized training scenarios, Fioro ensures that sales representatives in the energy, insurance, and real estate industries are optimally prepared for the specific challenges of their sales efforts. We offer realistic role plays, rapid real-time feedback, and customized scenarios that make the sales process more efficient and successful.

FAQ - Frequently asked questions answered in a nutshell

1. What special challenges do sales representatives face today?
High competitive pressure, more complex products, digitally informed customers and longer purchasing processes increase the demands on advice and closing security.

2. How can AI support sales representatives in the field?
AI delivers Conversation guides, real-time data (e.g. funding programs, market prices) and individual objection counters - even without a network, because relevant information can be cached in advance.

3. What AI solutions are available specifically for energy, real estate, or financial sales?
Fioro offers industry-specific training:

• Solar/Energy: Practice economic and technical arguments

•  Finance/Insurance: Empathetic advice under IDD/MiFID requirements

• property: Practice price negotiations & emotional decision-making processes

4. How do I get started with AI-supported training as a sales representative?
Start withOnboarding scenariosthat replicate typical customer conversations in your industry. Use the smartphone micro-sessions between appointments and measure progress via learning analytics.

5. Is AI training worthwhile for sales representatives?
Yes – AI makes individual training scalable and reduces barriers to entry. Sales representatives who use AI tools sell demonstrably more efficient and can confidently resolve complex objections without having to plan more travel or seminar days