Relationship Sales Programme
Course Outline
INTRODUCTION
The course emphasis is on the building of long term relationships with Key
Customer and Influencers (specifiers).
The programme places emphasis on how to sell the full value of your range
of products and aftermarket spares and service, not purely product price.
PROGRAMME AIMS
To further develop the skills and knowledge of the Sales/Marketing teams in:
• The Building of a Business Relationship
• Selling in Depth and Customer Profiling
• The selling of a ‘Valued Proposition’ such as “Total Ownership
Costs”
• Maximising the sales income from a Key Account
• Effective Specification Selling and Project Tracking
TRAINING OUTCOMES
• Key Accounts measured against an agreed Relationship
Criteria Matrix
• Key Accounts mapped against the ‘quality’ of ‘their business’
and their ‘future potential spend’
• Completed pre-call planning procedures using the ‘Sales
Interview Plan’
• Communication techniques to commit ‘the decision maker’
(specifier) to your ‘bankable savings’
Course Outline (Continued)
DAY ONE
UNDERSTANDING YOUR ROLE
• Value Chain Analysis
• Developing a Relationship Matrix
• Mapping your Key Accounts - value/potential
• Pre-call Planning - Networking Analysis (apply to value chain
analysis)
• Developing the appropriate skills, knowledge, activities for a Project
Sales Engineer and also an Area Manager
• Defining the Competitive Advantages (FAB’s) your company can
offer a Key Customer
Course Outline (Continued)
DAY TWO
THE SALES SYSTEM (SIP)
• Projecting a Consultative Style/Behaviour
• Pre-call Planning – Family Tree, Influencers etc
• Sales Interview Plans-SIP
• Controlling the Interview (agenda/decision-making criteria)
• Funnelling using the SIP
• ‘Gap Analysis’ using the SIP
• ‘Commitment’ using the SIP
• ‘Closing’ using the SIP
FOLLOW UP ACTIVITIES
• Complete Value chain analysis for selected customers
• Complete Potential/Value analysis for same customers
• Complete Relationship matrix for same customers
• Complete a Sales Interview Plan
- Influencers/Adding Value
- Gap Analysis (common Gaps in your industry)
- Funnels
- FABs for your product/service
Relationship Sales Contents
Page
Understanding your Selling Role
–
–
–
–
–
–
–
–
–
–
Types of Customer Relationships
Value Chain
Relationship Matrix
Mapping your Customers
Analysing the Group Interaction
Analysing the Interaction Pattern
Our Selling Role – Adding Value
The Value of a Sales Hour
Relationship Selling Model
Strategic Sales Management
The Consultative Selling Approach and
S.I.P (Sales Interview Plan)
–
Sales Interview Plan
1.
Pre-call Planning
Typical Behaviour Profiles16-19
2.
Interest (Empathy)
Trust
Empathy
Credibility
•
An Introduction to Gap Analysis Selling
Common Gaps in your Industry
Defining Gaps through Funnelling
The Performance Gap Model
•
The Funnelling Process
3.
Situation Questions (Situation Analysis)
4.
Leading Questions (Locate Gaps)
Funnel
5.
Closed Questions (Needs Analysis)
6.
Commitment to Gap
7.
Present Benefits
Linking Questions to Solutions
Features and Benefits Fact Sheet
8.
Close
1
2
3
4
5
6
7
8
9
10
11
12
13
14-15
20
21-22
23
24
25
26
27
28
29
30
31-32
33
34
35
36-37
38
39
40