Creating Selling Strategies and Tactics

Featuring Steve Brown, C.P.A.E.

COURSE OUTLINE

What Is The Primary Objective?

To enhance the sales professional's ability to increase sales through a customer centered approach to communication.

Who Should Participate?

CEO's to front line sales, marketing and customer service representatives. Anyone who is involved in the sales process.

How Is It Used?

The system is facilitated internally within the client organization in a flexible manner. This ensures the content is personalized to resolving the specific challenges of the client.

What Will Be The Outcome?

Over time each participant will be able to:

• Effectively determine the purchasing cycle of an account
• Identify the different members of a buying team and their roles
• Clearly see the sales process from the prospect/customer's view
• Formulate short and long term account objectives
• Design and implement successful sales strategies
• Quickly gain the prospect's confidence and attention
• Determine the prospect/customer's needs
• Communicate differently with different people
• Effectively use presentation aids
• Successfully sell benefits to create positive action
• Know when and how to close a sale
• Professionally deal with the "no" or heavy objection
• Verify true concerns or objections
• Answer objections confidently and successfully
• Exceed customer service expectations
• Enhance account penetration
• Effectively deal with dissatisfied customers

OVERVIEW OF COURSE CONTENT

Session #1 - "Transference of Belief"

1. Creativity, the key to sales success
2. Selling strategy vs. tactics
3. Communication begins with empathy
4. The purchasing cycle
5. Factors that determine strategy

Session #2 - "The Challenge of Change"

1. Transactional vs. developmental sales calls
2. The different roles of buying team members
3. How change impacts buying decisions
4. Salespeople as change agents
5. Developing account objectives

Session #3 - "Strategies for Success"

1. How buying decisions are made
2. Selling from the prospect's viewpoint
3. Building relationships
4. Effective pre-call planning
5. Successful post-call analysis

Session #4 - "Presenting a Professional Image"

1. Quickly gaining trust and confidence
2. Rules to enhance professionalism
3. Opening meaningful conversation
4. Effectively using compliments
5. Dealing with the competition

Session #5 - "Selling Different People Differently"

1. Value systems, why we're different
2. Identifying styles by observing behavior
3. Communicating with different styles
4. Using assertiveness effectively
5. Versatility, being a chameleon

Session #6 - "Qualifying for Confidence"

1. Showing interest in your customer
2. Important areas to question
3. Our attitude is the key to successful questioning
4. Finding the authority
5. Effectively using logic and emotion

Session #7 - "Revitalizing the Mind and Evincing Logically"

1. How to open the prospect's mind
2. Using curiosity to gain the prospect's attention
3. Proving what we say
4. Evidence defeats disbelief
5. Using presentation aids

Session #8 - "Arousing Desire and Justifying Decisions"

1. People buy emotionally and justify logically
2. Putting logic and emotion into proper balance
3. How to artfully direct the prospect's thinking
4. Persuasive communication is benefit oriented
5. Customizing your presentation to your prospect

Session #9 - "Triggering Action"

1. Determining the action you seek
2. Close when the customer is ready to buy
3. Probe to read the prospect's buying temperature
4. Building prospect confidence by seeking opinions
5. Techniques for closing

Session #10 - "Meeting and Verifying the Roadblocks to Success"

1. Professionals don't quit at the sign of resistance
2. How to meet the "no" professionally
3. Probing without pressure
4. Burying excuses without upsetting the prospect
5. Verifying the prospect's true concern or objection

Session #11 - "Answering Objections"

1. When to answer objections
2. How to use empathy with objections
3. Putting objections in proper perspective
4. Reversing the objection
5. Successfully answering objections

Session #12 - "The Sale Begins When the Prospect Says 'Yes'"

1. Effective follow-up is essential
2. How the customer's expectations are formed
3. Becoming a master of understatement
4. Exceeding the customer's expectations
5. Dealing with the dissatisfied customer