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Consultative Selling

Introduction:


(2 Days Duration)

This session is designed to equip participants to be able to work in a way defined to deliver sales success. As well as gaining a deeper understanding of the brands they represent and the attraction they have for consumers, sales people will be encouraged to target the type of account where thay can have the most impact. A sales process is then introduced to ensure that all the ‘right things’ are done to allow the presentation of a solid business proposition and allowing for long term, mutually beneficial business.

Core behaviour/competencies developed during this module:

  • Identify why you are different, and how the selling structure adds value
  • Use stories and facts to bring the brands to life
  • Understand why it is important to drive and support sales with a structured approach
  • Classify customers to ensure the correct approach
  • Effectively research a potential account to ensure suitability
  • Apply correct questioning techniques to stimulate customer demand
  • Write a powerful ‘Business Offer’
  • Generate more business through appropriate account planning

Content:

  • Welcome, introduction and review personal objectives
  • What are you selling
    – Why are we different?
    – What the salesperson adds
    – Adding value through the selling structure
    – The power of sales process
  • Customer profiling
    – Who buys and why?
    – Where do we find them?
    – Customer classification
  • Researching Prospective Accounts
    – Becoming effective and credible
    – What do we need to know?
    – Potential vs Payoff
    – Creating a checklist template
  • Establishing the Customers’ Needs
    – Preparing for the meeting
    – Asking the right questions
    – Focusing on perceived differences
    – Need creation and development
    – Plotting the conversation path
    – Presenting ideas professionally
  • Making a Serious ‘Business Offer’
    – Drafting a Business Plan
    ▪ Profile and background
    ▪ Implied needs
    ▪ Proposal options
    ▪ Added value
    ▪ Pricing and conditions
    ▪ Appendix
    –     Using a logical sales argument
    – Making the numbers work
    – Using investment wisely
  • Action planning
    – Making it all happen
    – Forming an account plan
    – Generating ongoing business
    – Keeping the relationship going
    – Review, revise, resell
  • Review personal objectives, summary & close
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