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