Value Selling – in company training

For years, traditional consultative selling was the approach many sellers used to successfully compete and consistently win sales. Consultative selling is a sales approach centered around understanding buyer needs and positioning offerings as solutions to problems. Consultative sellers use empathy and incisive questions to learn about a buyer’s reality and how they can succeed.

However, massive changes in buying technology and the vast amount of information on the internet are significantly changing how buyers buy at an unprecedented pace. They are more aware of their problems and possible solutions than ever before. Here’s the deal: customers don’t need a sales person to tell them what they already know. Instead, they are looking for ways to accelerate results: increase revenue, cut costs, mitigate risks and save time. We call that value. If you can make customers perceive value from your mutual interactions you’re setting yourself up for success.

Your ability to differentiate yourself and your company based on value while assuming a trusted-advisor role is vital if you want to be competitive.

So if you’re looking for ways to keep up with the changing buyer landscape and stay on top of the game, make sure you enroll for our Value Selling course!

Value Selling – in company training

Your ability to differentiate yourself and your company based on value while assuming a trusted-advisor role is vital if you want to be competitive.

So if you’re looking for ways to keep up with the changing buyer landscape and stay on top of the game, make sure you enroll for our Value Selling course!

Aims & benefits

By the end of the course delegates will be able to:

Distinguish between selling products, solutions and value.
Identify the Value Gap.
Analyze the customer’s potential to sell them value.
Achieve an in-depth understanding of the customer using the ROPA Questioning Model.
Differentiate based on the value they bring to the table using the Value Map.
Harness the power of storytelling to add value to buyer interactions.
Develop insights to inspire customers and influence their agendas.
Assume a trusted-advisor role.

Agenda

Online

Training program: Value Selling

The evolution of selling

Selling through the eyes of the salesperson vs. buying through the eyes of the customer.
From selling products, to selling solutions to selling value.
Exercise: characteristic traits of the 3 sales models.

The Value Gap concept

Buyer expectations vs. what we offer them.
The Value Gap.
Exercise: identifying the Value Gap.
Key takeaways.

Analyzing the customer’s potential to sell them value

Power vs. interest in pursuing value.
Exercise: mapping our customer contact people.

3 pillars of value selling

Understand.
Influence.
Inspire.

Pillar #1: Understand

2 levels of understanding: organizational and individual.
Role of high impact questions in understanding the customer.
The ROPA Questioning Model – leveraging high impact questions concerning:

Customer’s desired Results.
Available Opportunities to achieve the results.
Problems that could be standing in the way of achieving results.
Buyer Action plan aimed at getting the results.

Exercise: developing ROPA questions.
Exercise: practicing the ROPA Questioning Model in customer interactions.

Pillar #2: Influence

3 things a customer expects from every sales person regardless of industry.
The Value Map – showing the real impact of changes on the buyer’s business.

Which elements of the customer’s ROPA can we support them in?
How can we support them?

Exercise: creating a Value Map based on the customer’s ROPA.
Exercise: simulated sales conversations – using the Value Map in a buyer conversation.
Storytelling as a means to boost value.

What is storytelling and why it’s important.
Conditions for effective storytelling in sales.
The 4 elements of a compelling sales story.
Mapping the 4 elements on the arc of change.

How to stand out from the competition – 3 areas of differentiation.

The salesperson.
The offering.
The company.

How to substantiate your claims?

Pillar #3: Inspire

What is Insight Selling?
How can Insight Selling inspire buyers to think differently?
Understanding trends in the customer’s industry – the PESTEL analysis.
The Insight Selling Model – educating the buyer with new ideas and perspectives.

Identify: what business opportunities resulting from market trends are available to the customer?
Relate: how do these opportunities match the customer’s priorities?
Persuade: why should the buyer take advantage of them?
Justify: how can you support the customer in seizing these opportunities?

Exercise: Performing a PESTEL and market opportunity analysis for a selected industry.
Exercise: crafting and delivering your sales pitch based on the Insight Selling Model.

On-site