Sales Boot Camp Aim
The Sales Boot Camp aim is to provide participants with the knowledge and skills to become
more effective salespeople and how to implement an effective sales plan within the
business.
Sales Boot Camp Content
The Sales Boot Camp will be delivered as a one-day (8 hour) training course. The approach
will be practical, looking at the selling process, the psychology of selling and sales
management. It will look at all stages in the selling process from prospecting for new
customers to closing the sale and building and maintaining customer loyalty to drive repeat
business, and will provide tools and techniques which can be easily applied by each
individual to build stronger customer relationships and inspire confidence in selling.
Morning Session #1
‘Finding new customers – retaining good ones’
The morning session will focus on profiling the business’ existing customers, which
products they buy, where these customers are located and why they buy. Having built
a clear picture of the customer, the session will then develop this to identify new
prospective customers for targeting, setting targets and optimising sales resources.
Key topics for the session include:
o Customer segmentation – how to group customer by common buying needs and
common buying behaviour
o Customer profiling – identifying the key characteristics of different customers –
why they buy, when the buy, what influences their buying – risk, benefits, origin,
ethics etc.
o Customer Prospecting – generating sales leads – populating the sales database
o Customer Relationship Management tools – which CRM system best suits my
needs – Salesforce, Act, Goldmine, Zoho etc.
o Buying Cycles – the timing of the customer buying cycle and being prepared
o Getting to the Decision Maker – who in the organisation makes the key Buying
Decisions, who makes the buying decision, who influences and who might be
blocking it?
o Developing the ‘Elevator’ pitch – a concise statement that summarises what the
business can do for its customers – adding customer value and Making the first
contact, and
o Promotion – understanding the Marketing & Sales relationship and what
marketing activities best drive customer responses for sales lead generation
o Accurate Sales Forecasting – how to establish / calculate accurate sales
targets - reviewing past performance as a guide to future performance – product /
service management
o Managing Sales Resources – managing a sales team and budget recognising
the different between ‘Farmers and Hunters’ to ensure the correct organisational
mix
o Pricing Strategies – which pricing strategy is the correct one for our business:
Skimming, Premium, Economy and Penetration? – understating the market:market demand, customer perceptions, first mover and second mover
advantages, competitor responses
Afternoon Session #2
The Selling Process and Building Customer Loyalty
The afternoon session will focus on the sales meeting. How to conduct a sales
meeting, using the 5 stages as a framework including:
o
o
o
o
o
Opening – how to open the sales mee\ting and how to build immediate rapport
with the customer
Qualifying – how to gain an understanding of the customer’s needs and ensuring
that you are targeting the correct customer
Supporting – providing solutions to identified customer needs, selling the product
/ service, communicating the customer value – product / service benefits
Handling Objections – preparing counter arguments / response to customer
doubts / fear, allaying customer’s anxiety prior to purchase
Closing the sale – how to ask for the sale / business, closing techniques to be
employed
Participants will be encouraged to start completing the Sales Plan Template
including sections on:
o Sales Meeting Objectives
o Opening statement / introductory statement
o Our Customer Value Proposition
o The Questions Log:- Questioning techniques to evidence customer ‘pain’ / needs
o Developing Product / Service Features and Benefits statements
o Handling Objections – Price, Supplier Loyalty, Perceived Absence of Demand
o Closing the Sale
The session will conclude with a session on building and maintaining customer loyalty
beyond the first sale.
Key topics in the session include:
o Customer Touch Points – how customer interact with your business and brand
o Building Customer Loyalty – the continuous sales cycle
Workshop Outputs
At the end of workshop participants will be able to:
o Sell more effectively
o Convert prospects to customers
o Increase customer spend
o Close the sale
o Cold Call
o Manage the selling process
o Build a profile of their preferred customers
o Identified their best selling product or service and be able to list its key features
and customer benefits
o Developed a sales plan for their business
The workshop will be delivered over one day, beginning at 9.30am and finishing at 5.30pm,
with two tea/coffee breaks morning and afternoon and one lunch break for 45 minutes at
12.30. A suitable date for delivery of the course in June / July 2014 will be agree with LEO
Donegal on commissioning.
Training Materials
Participants will be provided with a the following materials to reinforce the training;
 Presentation notes- notes from the workshop’s PowerPoint slides
 Sales Plan template which can be used to record actions during the day and will form
the basis of a sales strategy
 Pricing for Profit Case Study
 Buying Criteria Exercise