Course description
Bad news – people don’t buy your product.
Better news – they don’t buy anyone else’s product either.
Best news – they do buy what a product gives them, whether it be removing ‘pain’ or giving ‘pleasure’.
So what a challenge it is that every single person buys your product for a slightly different reason! What’s the secret to selling in that sort of sales environment? This programme provides a great roadmap.
Upcoming start dates
Suitability - Who should attend?
This practical and highly interactive course is suitable for sales professionals at all levels. It allows the more experienced and successful participants a chance to further develop and refine their skills and knowledge, whilst helping the less experienced carve out winning habits to propel them to success.
Outcome / Qualification etc.
- Build rapport with authenticity
- Use open questions, listening and summary to properly understand the prospect
- Use ‘impact’ questions to ‘stack the pain’ of remaining with the status quo
- Convert features into personalised benefits that reflect stated needs
- Handle objections with calm confidence
- Identify buying signals
- Close effectively
- Convey credible urgency centred on the prospect’s – not the salesperson’s – interests
Training Course Content
1 What makes a customer buy any product?
- Moving towards ‘pleasure’
- Moving away from ‘pain’
- Robert Cialdini’s Psychology of Influence – buying motives
- Understanding what your product does for customers
- Why there is never a ‘one size fits all’ approach
- What are the real ‘unique selling points’ and why the salesperson is the real ‘USP’
- At what point does the customer emotionally buy your product?
2 Getting past gatekeepers
- What gatekeepers’ motivations are
- How to make them your friend rather than your enemy
- How to make your call harder to block than to put through
- How to control the gatekeeper with questions, not answers
- Using Cialdini’s ‘reciprocity’ law to get put through more often
- Practical exercise in which the trainer poses as gatekeeper
3 Questioning and listening skills
- How to use open questions to get the customer talking
- What questions to avoid and why
- How to ‘stack the pain’ of the status quo with ‘impact questions’
- Practical ‘pain stacking’ exercise in pairs
- What listening is and what it isn’t
- Question funnelling – how to earn deeper disclosure through probing
- Practical funnelling exercise in pairs
- The power of summary
4 How to create tailored benefits and not ‘dive into solution’
- What is ‘diving into solution’? Examples and analogies
- Why it is to be avoided
- Practical exercise in pairs – how it feels to have solutions offered up too early
- How to avoid ‘feature-dumping’
- What is ‘value selling’?
- How to create tailored benefits
- How to convert product features into benefits
- How to deal with the prospect’s competitor allegiance
5 Handling objections and testing the water
- How to overcome the price objection by selling value
- Common objections the participants encounter and answers that work
- The objections salespeople carry in their own heads
- The ‘A-C-E’ objection-handling model
- How to uncover objections
- When – and when not – to trial close
6 Closing skills
- Why salespeople often close too early
- How to identify buying signals
- How to use urgency with skill and effectiveness
- Four killer closing techniques that work
- How to avoid buying the product back by careless post-sale talk
- How to ask for referrals for your product
- How to ‘farm’ the account for future opportunities
7 Wrap-up
- Key learnings from each participant
- Individual action planning – steps that can and will be implemented in the workplace
Course delivery details
A very practical, interactive one-day session for a maximum group size of 12. There are lots of different activities throughout the day, including a Forum Theatre exercise for participants to practise their questioning and listening skills, in which they pair up and practise ‘pain stacking’ questions.
In another exercise they experience the negative impact of a salesperson diving into solution mode too quickly, and in a third exercise there is some individual ‘bespoke’ roleplay where the trainer will morph into a prospect for any product required, conduct a short conversation with that delegate and feed back on how he was made to feel and why.
The style is very facilitative and learner-centred, taking into account the needs and preferences of the group on the day whilst at the same time delivering the programme as agreed with the client in order to meet the specified learning objectives.
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The In-House Training Company
We offer top-quality in-house training, in a wide range of subjects, at sensible prices. All of our programmes are delivered by independent subject specialists who also have outstanding training skills. We have rigorous standards and only work with the very...