Case Study
A structured approach to BD in a technical environment
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Sales Training
What we hear from our clients
The number one complaint that buyers have about salespeople is that they don’t listen.
This is because too many salespeople approach their sales interactions as opportunities to pitch their services rather than recognising the importance and impact of guiding the prospect to the value that they can provide.
The need to sell value, provide insight and be prepared to challenge/shape a buyer’s vision across all levels of a decision-making unit are therefore critical skills for the modern consultative salesperson.
The benefits
On completion of the programme, salespeople should be able to:
- Conduct client-centric conversations that align with their motivations. They’ll achieve this by effectively qualifying their needs, and influence their decisions.
- Proactively create and expand opportunities through effective prospecting techniques, tailored to both new and existing accounts.
- Adapt their communication style to suit different stakeholders, ensuring effective engagement and control throughout the sales process.
- Present and position solutions compellingly, differentiating from the competition and highlighting value at both the business and personal levels.
- Secure commitment, leverage storytelling and third-party validation, and effectively negotiate to maintain control and improve forecast accuracy.
Sample programme
Module 1
Overarching themes
- The buying cycle.
- Buyer types.
- Introduction to consultative selling.
- Buying atmosphere.
- Third-party validation.
- Managing objections.
Module 2
Presenting value
- Framing questions.
- Confirming.
- Communicating ‘why us’ value.
- Effective negotiation.
- Closing techniques.
Module 3
Following up
- Proactively asking for referrals.
- Developing & releasing value from your professional network.
- Effective face-to-face event networking.
- Self-management.
- Becoming your own coach.
Delivery options for this can include:
- 1 on 1 coaching & small group action learning sets.
- Individual 1:1 real plays.
- Digital learning platform and supplementary resources.
- Remote or in-house training.
- Train the trainer.
