Consultative Selling Skills Training Workshop

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Detailed Overview/Outline

COURSE OVERVIEW

Selling today starts with the customer, not the product. It requires creative thinking and new approaches. Your representatives who sell at profitable margins and offset the daunting price competition should follow a pattern of “customer first”. Instead of selling product specifics, these people are thinking of how to motivate the customer to buy. They build trust, share knowledge, and create experiences and value in every interaction.

Consultative Selling Skills teaches selling organizations and people to stop “pushing” products and to start “pulling” their customers to buy. The program focuses on building trust and motivating customers through a deeper understanding of their needs. When customers face risky buying decisions they prefer to deal with people “they know” and who know them. They want people they like and trust to help them work through the buying process. Without trust a significant relationship is unlikely to develop.

Consultative Selling Skills is a two-day seminar which teaches the skills necessary to increase sales and profitability. This is accomplished through a heightened understanding of the sales process, each client’s situation and what motivates people to buy. This course focuses on the actual areas of client concern where your company becomes a business partner in assisting clients to achieve their vision.

Baker Communications uses a consistent, learner-centered methodology in its skill-based training programs. The programs are designed to be highly interactive using a multimedia approach appealing to different learning styles. Workbook exercises, role-plays, and debriefings are key working tools. The customized course is set up to solve a problem or concern present in your current selling environment. The skills learned in this course will be transferred to specific Target Accounts within 90 days.

The ultimate goal of the course is to enhance the relationship building skills necessary in today’s selling environment. In an effort to use a common language for training, we have selected a selling technique which is universally applicable.

COURSE OBJECTIVES
Consultative Selling Skills is a two-day workshop that focuses on the participant’s selling skills. By participating in the workshop, the participant will:

• Gain a greater awareness of how to build trust and how different types of behaviors interact in the selling environment affecting relationship building.
• Understand the selling process and a systematic way to remain in “sync” with their customers allowing them to get to "yes" faster and easier
• Learn how to consistently communicate value throughout the whole selling interaction by understanding the true costs of doing business.
• Develop the questioning, listening, and analytical skills necessary to perform an in-depth analysis of customer organizations and the driving forces influencing their needs, their customers, and their competition.
• Use a systematic approach to interviewing customers and transmit “market intelligence” to management, providing a basis for appropriate strategic changes.
• Understand the critical buying factors for their customers how to develop customer business data.
• Anticipate and handle customer’s negative behavior, conflict, and objections.
• Role-play “cold calling” skills and gain understanding of prospecting.
• Use creative problem solving to enhance solutions and recommendations in order to meet their customer’s specific requirements.
• Learn how to get agreement on action steps to bring closure to discussions.
• Develop a plan to implement Consultative Selling Skills in the real world.
• Carry out a self-critique program to evaluate implementation of the skills and make performance results long lasting.

Course Outline - Day One

MORNING

• Course Introduction and Participants’ objectives - Identify strengths and weaknesses of each participant. Identify problem situations in the marketplace. Recognize the changes in your market and how to adapt to them. Understand course objectives relative to these concerns.
• Benchmark Role Play #1: An assessment of the seller’s current habits and skill sets. A gauge to determine strengths and where improvements can be made.
• Emotional Intelligence - Identify natural behavioral tendencies and how they affect one’s ability to communicate. Recognize how market forces affect these tendencies and the decision-making process. Develop trust to gain the customer’s respect.
• Business Intelligence - Identify the needs of client types and the flexibility necessary to deal with them successfully in a sales situation. Identify what the client considers VALUE. Lay out a step-by-step process for evaluating the needs of each customer and determining the best approach to fit your products and services to meet those needs.

12:00 NOON - 1:00 PM: Lunch Break

AFTERNOON

• Customer Value Investing: Traditional models of customer segmentation are becoming obsolete. Understand the seller’s ability to influence the buyer.
• To correctly perceive the customer’s market orientation so as to add value to the selling process. Then to move customers from numb to pain to ready to act.
• Features, Advantages and Benefits - Define results to create value by using Features, Advantages, and Benefits (FAB). Recognize how to create differentiation based on examining client needs and competitive resources. Emphasis is on Benefits as applied to the real business needs of the buyer, rather than what seller believes or hopes may be benefits.
• F.A.B. Activity – To reinforce the importance of selling benefits.
• Buying and Selling Process — Identify the phases of the client buying process, as well as the SPORTS skill model; outline and match the selling process necessary to stay in sync with the client, identify actual needs, create a problem-solving relationship, and move toward solution vision.

Course Outline – Day Two

MORNING

SPORTS model S - Setting Direction

• Build rapport and gain trust
• Use social chit-chat and bridging
• Set the direction for each stage with a benefit statement
• Use situational probing to divulge the client’s goals, priorities, concerns, and values
• Use empathy
• Handle “I Don’t Care” customers
• Role Play and Feedback

SPORTS model P - Problem Clarification

• Why Problem Clarification is important
• Open, Closed, Clarification, Confirming and Implication Questions
• Strategically using questions to determine customer need
• Role Play and Feedback

SPORTS model O - Offering Options

• Collaboratively develop specific course of action
• Value vs. Risk Analysis
• Role Play

12:00 NOON - 1:00 PM: Lunch Break

AFTERNOON

SPORTS model R - Recommending Solutions and Handling Objections

• Integrate value and benefit into recommending the solution
• Value Equation
• Five objection types and effective responses
• Role Play and Feedback

SPORTS model T - Testing for Agreement

• Test for agreement on established recommendation
• Gain official commitment on the recommendation
• Ten ways to close - when and when not to use each
• Role Play and Feedback

SPORTS MODEL S – Synthesizing and Sharing - Process information and make judgments as to its value relative to the organization’s strategy and competitive position. Gather information your company needs to remain competitive in the changing marketplace. Reflect on your selling skills through the selling process, implement necessary improvements.

Bringing this seminar in-house:

SCOPE OF SERVICES

COURSE TITLE:

Consultative Selling Skills

LOCATION:

The Baker Communications Inc.Training Center or client-designated facilities

FACILITIES:

One conference room

LENGTH:

Two day

TIMES:

8:30 AM - 5:00 PM

DATES:

To be determined

GROUP SIZE:

Up to 12 participants

INSTRUCTOR(S):

One senior-level Baker Communications Inc. Industry Consultant

COURSE MATERIALS:

All necessary course materials will be provided by Baker Communications, Inc.

TEXTBOOK:

Each participant will receive one workbook.

LEARNING METHODS:

Practice exercises, case studies, lectures, group discussions, film, and application exercises.

REINFORCEMENT OPTIONS:

1. KnowledgeFuel

2. KnowledgeTest

3. KnowledgeCoach

4. Quarterly “Best Practices” Webinar

Sponsor Background:
With over 25 years of success in consulting, training, and outplacement services, we can become your strategic partner in reducing costs, increasing profitability and competitive advantage, focusing on the future marketplace, and maintaining a high level of flexibility.

Our products and services have been used on six continents in over 25 countries with 98 percent repeat business. Our staff of PhD course developers, MBA consultants, organizational development specialists, industry experts, and senior instructors has helped us gain this international prominence.

Are you one of the many corporations now focusing on core activities and outsourcing non-core functions in response to intense competition? If you are, Baker Communications can help -- whether you simply want to outsource some of your training or you want to redefine yourself completely to survive mergers, acquisitions, leveraged buyouts, downsizing, or corporate restructuring.

Quote From Past Participants:
"I really enjoyed the seminar and learned a great deal. I am already using what I learned in class out with my clients….I liked the role playing and feedback most….If I ever need to take any other classes I will be sure to look to your classes first." - Estimator, Advanced Foundation Repair

“The course and trip was great.  I really enjoyed learning the different behavioral styles of individuals as well as the buying process steps.  I thought the insight by the instructor about the selling steps (SPORTS) was very informative.  It was refreshing to touch up on my sales skills and will make me think about the techniques I need to use in the future.” - General Manager Orlando, Southeast Territory DistribuTech

“The Consultative Selling Skills class went very well.  The mood remained light and fun and yet we still learned a lot.  The portions of the class that I found most beneficial were the role plays.  I learned a lot more doing those than simply answering questions about the material.  It is easy to regurgitate what you have just heard but much more difficult to actually apply it.  Role playing forced us to do just that…” - Business Systems Liaison, Wellborn Cabinet, Inc.

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