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Essential Selling Skills Training Course

Course Highlights and Agenda

What is it that separates the great salesperson from the average performers? Quite often it is not better accounts or better territories, in reality you usually find that the better salesperson has spent more time on the foundation principles of selling. Quite frankly, they are simply much better at the basics than other salespeople! - the good news is we can help you master the basics too!

This complete training programme has been designed after extensive research with sales professionals in all industries and sectors. We have isolated the key factors that form the foundation of success in selling and have constructed this intensive training process that will prove invaluable to new and experienced sales people alike. The course will provide you with a wealth of strategies, skills, techniques and methods that will enable your sales effectiveness to skyrocket. You will learn how to adjust your approach and your techniques in order to maximise your chances of success with different types of customers and in different scenarios – developing this level of flexibility in the sales process will almost certainly give you the edge over your competition.

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What Makes a Good Sales Person?

  • How do you view yourself?
  • How does the client view your role?
    – Salesperson
    – Relationship manager
    – Consultant
    – Client advisor

The Key Ingredients for Success in Selling

  • Commitment
  • Staying power
  • Enthusiasm & belief
  • Personal effectiveness

Developing the Positive "Sales" Attitude

  • How do you develop a positive attitude?
  • Building the desire to succeed
  • Developing self-belief
  • Developing the “can do / will do” approach
  • Strategies for building personal confidence
  • Designing a sales attitude checklist

Personal Exercise: Anchor Your Positive Attitude Understanding the Buying Process

  • What makes people buy?
  • Why high pressure sales techniques no longer work
  • Nobody buys products or services anymore
  • Solve a problem; get a sale!

The Importance of Excellent Product Knowledge

  • How well do you know the USP’s of your product?
    – Knowing the strengths, weaknesses and limitations of your product offering

Exercise: Your Product/ Service S.W.O.T Analysis

  • How is your knowledge useful to the potential customer?
  • Does the customer know more than you?
  • Developing a product knowledge improvement plan

Exercise: Personal Product Knowledge Structuring a Sales Call

  • Pre-call preparation
    – Profiling the organisation / individual
    – Identifying key decision makers

Exercise: Profiling Organisational and People Needs

  • Face to face
    – Questioning
    – Establishing needs
    – Building rapport
    – Gap analysis
    – The IDAM formula

Pairs Exercise: Practicing GAP Analysis

Questioning Types and Categories

  • Open, probing and closed question types
  • The Funnel Technique
  • Factual, reflective, creative and opinion based question types
  • The Questioning Route Map Model – Six Roads to Successful Profiling

Pairs Exercise: Practicing the Route Map Model

Developing Essential Listening Skills

  • Talking and listening – the correct ratio
  • ‘Whole Body Listening’– What do you See, Hear and Feel as you listen?
  • How to use paraphrasing techniques
  • When to use summarising techniques
  • Verbal Support
  • Echoing

Pairs Exercise: Active Listening

The Importance of Benefit Selling

  • What is benefit selling?
  • How benefit selling is an ethical and very powerful form of persuasion
  • Differentiating between features, advantages and benefits
  • Establishing product / service benefit criteria
  • Linking the benefits of your products to the needs of the customer
  • Selling the ROI (return on investment) to the customer

Pairs Exercise: Presenting the Solution

Obtaining Agreement and Commitment from the Customer

  • Obtaining agreement in a respectful and professional way
  • Don’t miss the buying signals
    - Non-verbal signals
    – Verbal signals
    – No buying signals
  • How to use assertive closing techniques
    – The alternative close
    – The summary close
    – The re-assurance close
    – The final balance
  • The different agreement stages

Pairs Exercise: Developing Closing Styles

Practical Techniques for Overcoming Objections and Reservations

  • What is an objection and why do we get them?
  • Is the objection real?
  • Is it a misunderstanding?
  • Have you really sold the benefits?
  • The O.C.R.A.M. Formula for objection handling
    – Observe and listen
    – Confirm that we understand
    – Reframe a reservation into a question
    – Agree the solution
    – Move forward and close

Pairs Exercise: Dealing with Objections

Conducting Post Sales Call Analysis

  • Personal performance analysis
  • What is the customer expecting next?
  • Establishing time lines for the customer
  • Taking ownership to ensure your customer expectations are met

Personal Exercise: Post Sales Analysis Checklist

Keeping the Pipeline Full - Effective Prospecting and Lead Generation Techniques

  • Why getting new business is vital for success
  • Identifying leads and possible prospects
  • Where to source new business
  • A step by step guide to prospecting success
  • Secrets of telephone prospecting

Personal Exercise: The Qualification Process

What You Will Learn

  • The importance of attitude in the selling process
  • What really makes people buy your products
  • Why you must acquire excellent product knowledge
  • How and when to use different types of questioning techniques
  • Why benefit selling is a powerful form of persuasion
  • How to overcome objections and reach agreements
  • Proven methods for keeping your pipeline full
  • How to use post sales call analysis for personal development