There was a time when having a good product and offering it to the market at a fair price was enough to ensure sales and prosperity; those days often seem like a very distant memory now.

These days it seems the customer is all powerful, commercial procurement departments and supply chain managers are equipped with great detail about competitive offerings (often on a global scale).  Many companies are finding themselves increasingly commoditized; many believe that price is the only differentiator!

This workshop seeks to redress the balance.  Espousing the concepts and techniques involved in communicating the true value of our offering and not just its features and price, this workshop offers sales professionals a chance to use proven tools and methodologies to uncover hidden or lost value and to present the customer with a clear and compelling value proposition, one that brings enormous benefits to the customer but also which fairly rewards the activities of the seller; a win-win scenario where solutions are sold and profit is earned.

Overall objectives of the programme

• To give new and experienced sales professionals a fast track introduction to the Value Selling Process

• To develop the key skills required to carry through that process:

  • 1:1 Persuasion Skills

  • Establishing and developing rapport

  • Gaining critical information

  • Group Persuasion Skills

  • Making Compelling Presentations

  • Constructing and Presenting arguments

  • Making Value Propositions

  • Selling solutions and services

  • Negotiation skills

  • Entry Strategies

  • Gaining access to the DMU (Decision Making Unit)

  • The Team Sell

Workshop aims:

• To energise  sales professionals to hunt for new sales opportunities

• To provide sales professionals with practical and effective tools for prospecting, developing, and closing on new business opportunities

• As a result of this training delegates will be able to:

• Understand the different methods for setting prices, and be able to evaluate the pros and cons of each, from the perspective of your own business

• Be able to assess the customer’s criteria for judging value received, through an analysis of their business and purchasing strategy, and in particular their value drivers

• Be able to develop true, customer focused value propositions, by using Activity Cycle Analysis and the concepts of the Total Business Experience

• Be prepared to measure the value received by the customer, and to measure that value in the customer’s own terms

• Be able to penetrate the customer’s decision making process in order to find those to whom your value matters the most

• Be able to sell the value through the use of enhanced questioning skills (the CICS process), and a joint problem-solving approach to the customer relationship

• Be able to negotiate both a value price and a win-win outcome

• Identify and understand the true value received by the customer, and so establish and secure the appropriate reward

• Negotiate on value with confidence

• Develop focused, and customer relevant, value propositions

• Develop the ‘face to face’ selling skills required to deliver the value proposition

Format

A two or three day event is intended to stimulate the necessary debate required to understand the challenges, identify the obstacles, and plan the responses necessary to add significant value to the proposition made in each sales call.

A series of formal inputs on aspects of Value Selling practice will be followed by syndicate discussions on the applicability to the business, the challenge and the responses required.  This type of workshop has to be experiential, for this reason, delegates will complete and role play a series of Case studies, specially written for your business where they will be able to practice and perfect their new skills in a safe environment.  A final plenary workshop session will be used to draw up clearly identified action plans.

Outline Agenda

Module One

• Mapping out the Sales Process

• A 9 step sales approach

• Sales Preparation

• 3 Keys to successful selling

• Focus – The 80/20 rule

• Establishing Rapport & Credibility

• Credibility – what it is and building more

• Rapport Building techniques

• Case Study

• Identifying and matching personal motivations

• Gaining Critical Information

• Starting the interview

• Case Study

• The Change Equation

• Questioning strategies

• Case Study

• Listening skills

Module Two

• Selling Solutions

• The ‘4C’s’ questioning and presentation process

• Introducing Your Business

• Mining the DMU (Decision Making Unit)

• Exercise

• Opportunity Chains and Snails

• High Impact Value Propositions

• Differentiation

• Features and Benefits, Benefit Analysis

• Case Study

• Activity Cycle Analysis

• Exercise

• Selling services and solutions

• Linking Value and Pricing, the Impact on Pricing

Module Three

• Presenting the Value

• Making Winning Presentations

• Rules on slides (What not to do!)

• Layouts

• Exercise

• Constructing and presenting your argument

• Communicating to groups

• Communicating one-to-one

• Case Study

• Negotiation Skills

• Case Study

• Ending the presentation – the call to action

• Planning, Organisation and next steps

• Call and Customer Prioritisation

• Exercise

• Summary, Recap and Call-to-Action