. Cheryl Crumb & Associates .

Getting to Commitment

Background Situation

This was the third phase of the customer focus curriculum developed for a contract manufacturing organization. It was targeted at sales and business development staff who had the responsibility of building new business opportunities for the company. A successful salesperson is the one who can provide the customer with business solutions and personal wins since product performance and reliability are “givens”. Technological advantage only gets you into the game. This workshop acquainted experienced salespeople with the skills, techniques and processes vital to consultative and value-added selling. It challenged the concept of transactional selling and aligned relationship and sales behaviors with the customer’s buying process.

Learning Objectives

Understanding Customers’ expectations of business partners
Understanding the multi-faceted dimensions of a successful salesperson
Enhancing critical communication skills including rapport-building, listening, high value questioning, empathizing, and providing information
Identifying and leveraging customer buying influence roles
Understanding the customer’s buying process
Creating competency statements that heighten a customer’s level of interest
Discovering customer’s needs, implications, payoffs, wins, and alternatives through skilful questioning
Utilizing a strategy for asking questions that is aligned with the customer’s thinking and buying process
Structuring a sales call
Anticipating, encouraging and managing objections to improve relationships
Making compelling sales presentations by appealing to corporate business results and personal wins
Closing the sale

Learning Process

In pre-work, participants conducted interviews with customers to learn what those customers believed constituted excellent sales performance as well as what salespeople should avoid doing. They were also asked to select a sales opportunity of long-term importance and potential in which they were experiencing difficulty or facing competitive pressures. During the 3-day session, participants role-played skills and worked in strategy teams to plan approaches to reach account sales goals.

Length

3 days




		Getting to Commitment Background Situation This was the third phase of the customer focus curriculum developed for a contract manufacturing organization. It was targeted at sales and business development staff who had the responsibility of building new business opportunities for the company. A successful salesperson is the one who can provide the customer with business solutions and personal wins since product performance and reliability are “givens”. Technological advantage only gets you into the game. This workshop acquainted experienced salespeople with the skills, techniques and processes vital to consultative and value-added selling. It challenged the concept of transactional selling and aligned relationship and sales behaviors with the customer’s buying process. Learning Objectives Understanding Customers’ expectations of business partners Understanding the multi-faceted dimensions of a successful salesperson Enhancing critical communication skills including rapport-building, listening, high value questioning, empathizing, and providing information Identifying and leveraging customer buying influence roles Understanding the customer’s buying process Creating competency statements that heighten a customer’s level of interest Discovering customer’s needs, implications, payoffs, wins, and alternatives through skilful questioning Utilizing a strategy for asking questions that is aligned with the customer’s thinking and buying process Structuring a sales call Anticipating, encouraging and managing objections to improve relationships Making compelling sales presentations by appealing to corporate business results and personal wins Closing the sale Learning Process In pre-work, participants conducted interviews with customers to learn what those customers believed constituted excellent sales performance as well as what salespeople should avoid doing. They were also asked to select a sales opportunity of long-term importance and potential in which they were experiencing difficulty or facing competitive pressures. During the 3-day session, participants role-played skills and worked in strategy teams to plan approaches to reach account sales goals. Length 3 days