Day One:
Understanding Purchasing & Strategic
Selling
·
How
B2B purchasing is changing
·
Strategic
selling and why it is essential
·
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: Understanding how the
Selling Strategy will Align
with the Brand
·
Using
brand to win customers and contracts
·
Identifying
opportunities to add value
·
Assessing
competitors and creating ‘superior differential
advantage’
·
What
does a good customer look like?
·
Defining
the customer-needs across a segment
·
Overcoming
the limitations of Miller-Heinemann
Day Three: Influencing the
Customer’s Specification,
Building Preference and Raising Credibility with the Right
People
·
How
to influence the customer’s specification
·
Building
preference and credibility
·
Setting
strategic selling objectives
·
Defining
the selling strategy
·
Who
to target to win the sale
·
Defining
the priority, importance and tasks
Day Four: Creating Meaningful 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 prices
·
The
myth of TCOO
·
A
strategy to win bids
Day Five: Understanding the
Communications Requirements
that will Support Sales to 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
Why Choose
this Training Course?
Traditional
sales
approaches are becoming less effective, as customers demand more.
Out-dated practices such as offering
‘unique selling propositions’ are fast
becoming ineffective. Sales teams now require a more integrated
and
co-ordinated selling strategy that is supported by effective communications,
which give customers
a ‘unique reason to buy’ from your company.
This
York
British training course is for companies that want to avoid selling on
price, and become the customer’s
preferred supplier. On the training course you
will learn how to create a selling strategy for a segment,
which builds
powerful relationships and delivers superior value propositions that customers
are happy
to pay for.
The
approach
explained on the course is already being applied successfully by
global companies.
This
York
British training course will feature:
·
A new
philosophy that
challenges current sales practices
·
Building
irresistible
value propositions
·
Ten key
principles of
strategic selling
·
The
insight required to
build the strategy
·
How to
structure the
sales strategy
·
The tools
you require to
deliver value propositions
·
How to
implement the
sales strategy
What
are
the Goals?
By
the
end of this York British training course you will be able to:
·
Construct
a clear sales
strategy
·
Create
stronger
value-propositions that transcend price
·
Win
support internally
to achieve sales targets
·
Build
preference and
strengthen customer-relationships
·
Offer
superior value to
customers and charge for it
Who
is
this Training Course for?
This
York
British training course is for sales directors, sales managers, account
managers and sales-teams that
want to introduce a more strategic approach to
selling. It will help them to win more customers, build
better relationships with
customers, sell at a premium and be accepted as a more-valuable
partner.
This
York
British training course is suitable for a range of professionals and will
greatly
benefit:
·
Managers
and directors
who want to manage their sales team strategically
·
Sales
teams that need to
adopt strategic selling
·
Executives
required to
create value propositions
·
Communications
executives
who want to communicate strong value propositions
·
Senior
managers who want
to build stronger relationships with customers
·
Experienced
and new
sales executives
How
will
this Training Course be Presented?
This
York
British training course will be presented using a combination of formal
presentations, discussions and
syndicated exercises. Video and case-studies
will also be used.
A major
differentiation in
this course is that it is highly practical, and
delivers real-life examples
drawn from the presenter’s many years of experience in strategic sales
and
marketing consultancy for leading global B2B companies.