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Customer
value means higher margins. Customers pay for value, yet ‘value’ is
subjective and depends on the perception of the customer. When sales representatives seek
to understand, develop and deliver unique customer value, price becomes less important.
To build
successful sales relationships and close business a Sales Representative has to meet two
needs; a prospect’s psychological needs must be identified as well as the
prospect’s objective or business needs.
This
training workshop is for people who sell consultatively. That is, by
understanding customer needs and identifying customer imperatives.
For sales people who need to be proficient at communicating with
their customers in the way best suited to their behavioural style ;
to become better ‘Sales Psychologists’.
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PDM
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"People buy
from people" is an axiom of
professional selling and yet all too
often sales people stick to talking
product features
and fail to develop an effective
problem solving sales relationship. By ‘selling too
soon’ competitive strengths are diminished and trust is not established.
‘Selling Business and Personal
Value explains the tasks of selling at each step of the
consultative sales process and how to work with different
personality styles at every stage.
Who should attend?
The program has wide application for
business-to-business selling organisations. It provides a framework of basic
skills and a practical understanding of the sales process for new sales
people or customer facing technical or consulting people. More experienced
sales professionals deepen their understanding of what makes them
successful; helping to systematise best selling practices and gain
fundamental insights into their own behavioural style, and that of their
customers.
Workshop Format
The workshop uses a variety
of media to maximise the learning of the mechanics of selling as well as sensitivity to
prospects.
These include:
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Reference material. We provide extensive notes to serve as an
ongoing reminder and reference, covering all parts of the
sales process and behavioural styles. |
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Lectures and discussions
relate these principles to
participant’s own situations, prospects and accounts. |
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Role-plays
are a major part of the program and
provide the opportunity to practise selling skills using participant’s own products
and sales situations. |
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Video analysis
provides a method of providing feedback
to participants as well as coaching. We aim to work like a ‘golf pro’ - showing
participants their ‘swing’ and helping them to improve. |
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Extensive feedback
contributes to overall development planning for every individual. |
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PDM's Training Approach
At each stage of the sales
process, participants use video feedback to practice selling techniques using their own
products or services and in scenario's typical of real life prospects.
A simple yet substantive
personality factor model is used to illustrate how to work with different types of prospects at
each stage of the sale.
At several stages throughout
the program participants review their learning and develop specific action plans to
sustain improved practices.
We believe in small group
interactive sessions to enable a high level of feedback and sensitivity to interpersonal
styles, so places are strictly limited to ensure quality. In addition our training is
backed by many years practical experience in sales and management.
Program Schedule
DAY ONE
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The sales process. How different
sales processes suit different markets and products. How the sales
process delivers value to customers.
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Behavioural styles. Use of
Geiers D-I-S-C
personality factor profile to understand the behavioural style and
temperament. of both prospect and sales person.
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Pre-approach planning and prospecting.
Understanding maximum value prospects and generating referrals.
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Opening
Calls
- Making the ‘sale before the sale’; Building
business rapport,
establishing credibility and gaining interest. |
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How
customers buy.
Developing strategies for long term and short term sales cycles.
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DAY TWO |
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Investigating- Understanding the prospect’s needs and the source of
customer value. Questioning techniques for information collection and analysis. Further
developing value through active listening and questioning techniques.
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Presenting Solutions - Structuring the
content and flow of sales presentations to address the prospect’s problems.
Developing interest and being persuasive. |
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DAY THREE |
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Overcoming Objections
- Uncovering the
real reasons why customers don’t buy and developing strategies for each type of
objection.
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Closing
- Asking for the order.
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Getting It Together
- Personal
development planning |
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