Sales Development

Benefits

• Increased Sales
• More focused & productive sales behaviour
• Increased customer satisfaction
• Buyer-centred behaviour
• Increased levels of emotional control

Contents

• The Professional Salesperson
• Learning and Learning Logic
• Attitude
• The Cycle of Motivation
• The Importance of Relationships
• Communication Skills
• Questioning and Listening
• The Selling Cycle
• Features, advantages and benefits
• Types of Selling
• Expansion Selling
• Buying Behaviours
• Functional, economic, emotional value
• Effective Presentations
• Solution, Investment, Relationship
• Dealing with Buyer Resistance
• Dealing with objections
• Price and Cost
• Interview Control
• Getting Commitment
• Direct/indirect approaches
• Trial close
• Follow-up

Primary program for the David Forman Diploma in Professional Selling

Gain the knowledge, skills and attitudes that mark success as a sales professional with Sales Development. This four-day course will develop the core skills of establishing customer needs, building tension for change, understanding customer's motivation, selling on value, dealing with resistance and gaining agreement.

What participants have said

“A great influence. The course was extensive, informative and enlightening. It took me out of my comfort zone and made me think outside the square, but all the while staying focused on how to achieve my sales goals.”
- Morven McAuley, Area Manager, Negociants NZ, April 2009

“I thoroughly enjoyed the 4 days, it flew by. The people made it feel safe and [the facilitator] was very encouraging. I can do it!!!”
- Jo-Anne Crook, Account Manager, Candida, March 2009

“It has had a great influence, am extremely positive about selling and feel excited about my job. This course really changed my feelings and attitude towards sales. I am now very excited about my job and can’t wait to start.”
- Samantha Day, Sales Representative, Kahurangi Estate, November 2008

What you'll get out of it

Increase sales through more productive behaviour.

Demonstrate the core skills of establishing customer needs, selling on value, dealing with objections and gaining agreement.

Become more involved in the customer's decision making process.

Communicate more effectively as interpersonal skills are improved.

Present relevant features and benefits.

Better partner with customers, and use creative win/win selling to be a collaborative problem solver.

Review their daily experiences to improve behaviour, and react more quickly to daily situations.

Develop positive behaviours with improved results, reinforcing that positive attitudes and positive behaviours are interdependent.

Form and build good relationships with other people improving their call rate and confidence.

Create more sales opportunities by matching selling with customer's motivation.

Recognise the type of selling situation (service, competitive, creative) and sell appropriately.

What you'll cover over the four days

Introduction

Discover and understand the breadth of the sales role and what you need to do to be successful
• Understanding where you are now
 - Sales Behaviour Guide
 - Sales Knowledge Questionnaire
• Looking at your objectives for the course

Buyer’s Cycle of Motivation

Understand the process customers work through when they buy
• Establishing customers’ needs
 - Understanding customers’ situations
 - Looking for symptoms
 - Indentifying problems
 - Using questions to discover opportunities
• Making the customer want what you have
 - Instilling a sense of desire
 - Building tension for change
 - Creating a sense of urgency to act now
• Presenting your solution to the customer
 - Features vs. benefits
 - Selling solutions instead of products
 - Using product knowledge to its full effect
 - Knowing the difference between price and value
• Closing the sale
 - Understanding the buyers’ signals
 - Different types of closing
• Following up the sale
 - Meeting expectations

Attitudes

Understand how the choices people make will affect the results they get
• Understanding the power of attitudes
• Exploring how attitudes impact behaviour
• How to influence thinking
• Making use of the Sales Success Model
• The power of goals and visualising success

Communication

Explore customer needs and urgency in order to get customers to buy
• Understanding the different elements of communication
• Using different questioning techniques to uncover need
 - Directive questions
 - Leading questions
 - Feedback questions
 - Consequence questions
• Using active listening skills to build rapport
• Making the customer feel a sense of urgency about their situation
• Reaching an agreement on the right solution

Sales Calls

• Setting sales call objectives
• Knowing how to secure an appointment
• Using the power of a good opening statement
• Getting peoples’ attention
 - Knowledge
 - Connections
 - Compliments
 - Credentials
• Controlling the interview

The Selling Model

• Making use of solutions, investment & relationship
• Creating a positive selling momentum
• The difference between price and value
• Choosing the appropriate selling technique for the situation
 - Service selling
 - Competitive selling
 - Creative selling
 - Retention selling
• Knowing how to cross sell and up sell
• Learning how customers assess comparative value
• Conveying value to the customer: payoff vs. payout
• Understanding the impact of discounts
• Avoiding discounting

Handling Objections

How to classify objections, the role they play in the sales process and increase your confidence in dealing with them.
• Classifying the different types of objections
 - Smoke screens
 - Real objections
• Bypassing false objections
• Dealing with objections
• Overcoming price objections
• Handling product short-falls
• Using urgency to decrease resistance

Closing

Understand the decision signals that buyers send and the options available to close a sales interview.
• Techniques to close the sale
• Reading body language and buying signals
• Directive questioning
• Trial closes
• Final closes
• Direct closes
• Indirect closes

Planning & Self-Organisation

Understand how effective use of your time can help you to be a successful sales person
• Learning how to prioritise in order to get things done
 - Planning your day
 - Preparation
 - Putting it together
• Understanding the difference between important and urgent
• Using action plans
• Keeping your prospecting funnel full

The Real Sale

Understand how the elements of the course fit together and practice them by completing the full sales cycle
• Get guidance from facilitators to bring the skills together
• Put new skills to the test
• Practice in-depth questioning
• Learn how to uncover customers’ needs
• Find the best solution
• Handle and overcome objections
• Close the sale

Reassessing Skills

Understand the impact of the course on your sales behaviour
• How things have changed since