New Business Selling Skills Programme Agenda
New business selling starts with targeting the right accounts and continues with a breaking in strategy that covers all the bases.
It requires a particular set of selling skills and techniques to create new business opportunities.
Duration
Aims
- To develop the skills and processes required to select and open up an existing or new account to create new business opportunities
- To enable delegates to gain access to key people and build up the need for their products and/or services
- To ensure that sales, support and sales management work as a team
At the end of this event, delegates will be able to:
- Select which accounts are best to approach
- Develop a “Scouting Plan”, to talk at many levels
- Develop a suitable “Premise” to open the doors
- Gain Access to key individuals within new and existing accounts
- Hold effective sales meetings
- Structure the resulting findings into a winnable sales opportunity
- Understand the “Political Map” in their account
- Structure the plan to gain access to all key people at all levels within new and existing accounts at key times
- Escape if trapped at the wrong level
- Talk the language of senior executives
- Influence the specification towards your company's strengths
Assignments and Role Plays
We customise our programmes to ensure a perfect fit to your requirements.
Key to this fit is the use of assignments and role plays based on real scenarios and case studies from the delegates’ organisation.
Delegates benefit from practising their developing skills in a safe, but relevant environment. Their organisations often see the immediate benefit of moving real opportunities forward during the programme.
Content Highlights
Selling Styles – the different types of prospecting
- Relationship Management so that we are there when needs arise
- Application Replication to pro-actively take ideas to the market place, using reference stories and case histories to worry and excite the client
- Consultative Selling to deal with the more complex problem, where the solution is not immediately obvious
- Partnership Selling to fill a gap in your offering and by creating a consortium
- What process is needed to beat a competitor at a strategic level?
- Operating in areas where they are not strong – divisions, departments or product areas
- Operating at a more senior level than the competition, to win the policy decision while they are operating tactically
- The concepts apply whether you are defending business with and existing account or attempting to displace incumbent suppliers
Prospecting
o How to filter organisations quickly to identify which organisations are likely to be able to buy significant amount of your company's service
o Where are the big sales?
o Where are the easy sales?
o What is important to senior executives?
o What is important to junior executives?
o Why should they be interested in meeting you?
o How to use the telephone to gain access to senior executives in a new account
o How to work with PAs rather than fight them
o The etiquette of setting up meetings at a senior level
o How to escape from a current low level of contact to meet the more senior people in your accounts
o How to do this without upsetting existing contacts
Customer Engagement Model
- The differences between problems, criteria, advantages, benefits and features
- The structure of a sales meeting:
o Need Creation
o Giving Evidence
o Qualification
o Commitment
Need Creation
- Benefit selling versus criteria selling
- Encouraging the prospect to open up and talk about their ambitions, concerns and issues
- Listening as a communication skill
- Relationship management at an individual level
Sales Meeting Objectives
- The objectives of a sales meeting should always be customer commitments
- Senior people expect you to give them some sort of decision to make
- What sort of decisions might they find interesting?
Dealing with Senior Executives
- The language of senior executives
- Asking all the right questions
- The differences between the needs of senior executives and junior executives
Giving Evidence through Reference Stories
- Translating your products and services into a language to which senior people relate
- Reference stories as the spearhead for prospecting activities in Application Replication
- Putting across your case and the strengths of your organisation
Qualification
- The biggest waste of time is the sale you lose
- Top salespeople have hit rates of 80% to 90% for the sales on which they bid because they refuse to get involved with sales that they cannot win
- SCOTSMAN® – the criteria needed to decide whether or not a project is worthwhile:
o Solution
o Competition
o Originality
o Timescales
o Size
o Money
o Authority
o Need
Selling Timetables
How to “sell a timetable” to the prospect to structure the sales opportunity:
- To find out if they are serious, to get them to “make a decision to make a decision”
- To gain access to key people
- To forecast the business to your own management
- To get resources at the right time
- To minimise the duration of the sale
- To squeeze out competition
- To gain access during Death Valley
(that difficult period after you have submitted your quote but before they decide)
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To discuss your New Business Selling Skills development requirements:
Call us on 0845 125 9098
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