Course Details

Course Title:  Advanced Selling Skills Workshop

Course ID:  MS208E

Fees:  $1950

Days:  3

Introduction    

Companies who successfully beat other companies to win contracts time alter time ask themselves the following questions:

 Why do companies buy in a certain way? Who actually makes the buying decisions? How can we identify them and what arguments can we put together to make our proposal a winner? How do we identify their buying objectives and how can we include them in our proposal? Who are the real competition and how do we analyse their Strengths and Weaknesses?

The course will be structured around the tools necessary to perform this analysis. The workshop will require delegates to produce actual campaigns that they are involved in.  The tools will be applied to each campaign and the results will be collated into an Action Plan. 

Course objectives       

By the end of the course, participants will be able to:-

§          To examine the elements that make up a sale in a complex environment

§          To identify the real “players” and their buying objectives and critical success factors.

§          To analyse the competition, assess their strengths and weaknesses and to formulate strategies to respond to them.

§          To look at the psychology of selling, identify our own style and suggest methods to identify the style of our customers.

§          Learn and practice ways of presenting convincingly and professionally.

Prerequisite             

None

Who should attend?  All staff, Directors and Managers involved in selling or negotiating in complex environments.

Course outline       

Day one

Question Time

§          What is a Target Account – Definition Forum

§          Short-term goal setting – Why bother?

The 10 Point System

§          Phase 1 – Your specific Target Account Campaign

§          Phase 2 – Your Target’s situation

§          Phase 3 – Competition for this Goal

§          Exercise 1– Complete phases 1-3 on your Target Account

§          Phase 4 – Purchasing Players (who is really buying?)

§          Questioning Techniques that work

§          Exercise 2 – Product – Question Relationships

§          Exercise 3 – Identify the players in your Target.

Day two

§          Phase 5 – Critical Success Factors (why they buy)

§          Exercise 4 – Attitude Analysis (when will they buy)

§          Exercise 5 – Buying and Selling Cycle Analysis.

§          Turn Interest into Desire: Features, Advantages and Benefits

§          Phase 6 – Opportunity or Problem? Red Star Status and Player Analysis

Day three

§          Phase 7 – Tactical Planning Brainstorm

§          Phase 8 – SWOT Analysis

§          Exercise 6 – SWOT your Target Account

§          Exercise 7 – Present your SWOT

§          Presentation Skills Workshop

§          Phase 9 – Action Planning and Forecasting/15 points to good forecasting

§          Exercise 8 – Reassess your Target Account and create your Action Plan

§          Exercise 9 – Present your Action Plan