I Developing a Customer Focus
This section of the basic course will define customer orientation and identify what buyers expect from the salesperson. Salespeople will understand what it means to be “customer-oriented” and how to convey that to the buyer. The internal organizational implications of firm and salesperson being customer oriented will also be discussed.
II Understanding Value and Value-Based Selling
The concept of value will be fully explained with a concrete definition and communications approach in widespread use across ISBM member firms. Tools for calculating customer value, perceived value, and effectively communicating the value of complex offerings will be developed and explained.
III Understanding the Sales Process
After completing this section, salespeople will understand the stages in the sales process model and appropriate sales activities that take place at each stage. Further, they will understand how to take the most effective action – from a range of possible actions — for that stage of the sales process.
IV How Sales Relates to the Buying Process
After completing this section, salespeople will have a full understanding of the buying process model, the tasks buyers undertake at each stage in that process, and how the sales process model overlays onto the buying process model. They will also understand how the salesperson can influence the buying process at each stage and how to respond when encountering a buyer at any stage of the process.
V Communication and Listening Skills
Listening is the key skill underlying the entire sales process. This section will assess the listening skills of each participant and offer suggestions about how to enhance listening skills. Superior listening skills make salespeople much more effective in their interactions with customers.
V.1 Investigative Questioning
This section examines the importance of asking the “right” question, listening to the answer and then formulating the next question. The culmination of this investigation process is to uncover the key issues that the customer wants to address with the purchase. Seminar participants will develop skills based on proven sales questioning techniques that they will use in role-play scenarios.
V.2 Investigating Buyer Needs: Creating Value from the Customer’s Perspective
This section builds on the skills that salespeople obtain in the Investigative Questioning section of the course. In this section, salespeople will learn how to use questioning techniques to get customers to clearly identify aspects of the product/service offering that are vitally important and which ones are of little or no importance. This information can then be used to build superior presentations that hit the customer’s hot buttons.
V.3 Responding to Customer Concerns
The process of responding to customer questions and objections is the topic of this section. Salespeople will learn how to react to customer concerns and how to provide useful, satisfactory responses to those questions.
VI Asking for Agreement
In this module salespeople will further develop their ability to gain customer agreement on the “next step” to be accomplished in the sales process – whether it is another sales call or getting a signed contract. We will examine this issue from the buyer’s perspective. Appropriate and inappropriate approaches will be identified.
VII Dealing with Unhappy/Dissatisfied Customers
Dealing with unhappy customers provides a challenge for all salespeople. This section will provide a model to help salespeople deal with angry customers. It will provide them with a set of skills that will help defuse buyer anger, and build resolution in their areas of concern.
VIII Ethics in Selling
The importance of ethical behavior in sales encounters cannot be over-emphasized. Upon completing this section, salespeople will be able to identify ethical actions that can help build customer relationships, as well as equity in the customer relationship for the supplier firm. Various methods of assessing ethical behavior will be presented.