Value Based Selling

In-Company Course Overview

This course is also delivered as an open course.

The sales arena is changing. As customer expectations become increasingly demanding so the total sales offer has to increase to prevent it from becoming commoditised. Against this backdrop sales organisations need to be clear about how they can continue to add value. This shift has created a realisation that for the sales organisation to stay ahead of the changing needs of its customers it has to change and that means more than sales teams attending another generic sales training course.

Who Should Attend

This course is designed for anybody who is looking to transform their selling approach into one that adds real value to their customers enhancing their credibility and dynamically transforming their pipeline.

Course Objectives

After attending this course, participants will have the ability to:

• Improve average order values
• Increase the take of ‘Wallet Share’
• Move further up the value chain away from 'commodity hell'
• Improve your reputation as a value adding salesperson
• Analyse their personal performance, and through increased self-awareness reduce weaknesses and maximise strengths in their sales approach
• Build their confidence in presenting value rather than costs
• Develop business relationships which ensure customers want to do more business with them
• Review difficult sales situations and construct more effective sales presentations
• Develop greater opportunities for closing more business
• Increase job satisfaction and improve customer service scores through professional and effective needs alignment.

Understanding Value
Identifying the differential potential of your offer
The role of the salesperson in taking it to the customers
Tools for unlocking new value in the customer relationship enabling them to increase sales opportunities

Crossing The Bridge To Value Based Selling
Understanding different sorts of selling
Selling as a process
Key account management: How it links, how it differs
Organising for complex sales

Analysing Your Value Situation
Analysing your product, and product positioning
Analysing your competitors and competitive position
Competitive differentiation
Assessing your own resources
Planning and having a plan
Preparing a value based proposal

Taking Your Offer Higher
How to use the decision-making process
Establishing where the purchasing authority lies
Responding to different buyer behaviour
Finding the hot buttons

Building Value Based Relationships
Making yourself part of the customers team
Developing the kind of relationship that is based on the co-creation of solutions with customer, placing the salesperson in a trusted business advisor role
Auditing personal relationship selling skills
Understanding and identifying different selling behaviours

Selling Against Competition
Dealing with strengths and weaknesses in changing circumstances
How to deal with competitive pricing pressures
Selling against an incumbent supplier
How to shape opinions in favour of your package
How to audit the competition's offering

Bringing It All Together
Implementing a value based approach
Developing personal action plans
Commiting to action