The Course Content
Day One: Understanding Strategic Selling and How B2B Purchasing Has Changed
Strategic selling and why it is essential
How buyers buying-behaviour has changed
Why selling must change and how
Best practice in strategic selling
Breaking the low-price cycle with strong value propositions
Understanding your company’s strategic intent
Day Two: How the Selling Strategy Works with the Brand
Using the brand to win customers and contracts
Identifying opportunities to add value in the selling process
Value propositions that competitors can’t match
How to select the best potential customers
Defining the real customer-needs
Using the brand in the selling process
Day Three: Influencing the Customer’s Specification, Setting Sales Objectives, Creating the Sales Strategy and Targeting
How to influence the customer’s specification
Building preference and credibility
Setting your strategic selling objectives
Defining the selling strategy
How to target to win the sale
Defining the priority, importance and tasks
Day Four: Creating Superior Value Propositions
How to build superior value-propositions
Moving away from the USP
What should you sell and why?
Avoiding the ‘price destroyers’
How to justify higher a higher price
The myth of ‘Total Cost of Ownership’
A strategy to win in the bidding process
Day Five: Communications to Support Sales, Win New Customers and Build Relationships
Communicating to win new customers
Communicating to build existing relationships
Communicating for credibility and influencing the sale
Winning with principled negotiations
Winning support internally
Measuring the results of sales strategy