Selling to Business Needs

Target Audience:  New and experienced sales professionals selling in the high value, complex sales environment

Length:  Two or three days, depending on program objectives

Key Issues Addressed:  In the past, most salespeople aimed to sell either by touting the benefits of their product, or building a strong personal relationship with a customer contact, or both.  Today sales representatives must focus on building an in-depth knowledge of their customers’ business, their industry, and showing customers the overall business benefits of working with your company.  Every aspect of their sales approach must speak of a long-term commitment to anticipating and meeting each customer’s strategic needs.

Program Overview:  Selling to Business Needs is designed to address the world your sales representatives face today.  It fully incorporates current research into how today’s most effe3ctive sales people actually go about building durable, effective, sales-oriented relationships with customer organizations.  Key elements are:

• The Sales Distinction Survey.  Participants review and analyze detailed, confidential feedback from their own customers about every important aspect of their own performance as sales representatives.  Then a series of group and individual exercises guide them to develop specific action plans for change.  One-on-one consultations with the instructor help clarify each participant’s personal analysis.
• Position Your Company and Your Services.  This means getting an initial audience with the right persona and quickly earning that person’s interest through rigorous preparation.  In this module, participants learn and practice effective ways to:  (1) explain to customers who they are in a credible way, (2) align their objectives with the customers’ business strategy, and (3) give customers a powerful reason to pursue further discussion.
• Strategic Inquiry:  Participants learn how to develop a dialogue that helps customers uncover unrecognized problems and solution options that create real value.

Program Design:  A full-length video case study based on a series of actual sales calls helps your representatives assess the impact of the questioning techniques and integrate those techniques in their personal approach.

Take Home Value:  Participants leave the program with a specific plan of action immediately and the skills to build real value and long-term relationships.

 

Back to Workshops