Sales Training Topics / Training / Services

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Program №1

Complex sales

Complex selling is active sales training in a form that is relevant to today's situation. Activity consists, first of all, in the ability and readiness to influence the decision made by the client. Complexity is understood as a multi-stage process of interaction with the client, the high cost of a unit of goods and

Unpredictability of the process of making a purchase decision by a client. The main objective of the training is to develop emotional competence and the ability to influence the decision made by the client.

The content basis of the training is work at those sales stages where there is direct interaction with the client:

Creating relationships
Clarifying needs
Working with doubts, objections and excuses,
Creating arrangements

The intended audience of the training is experienced employees who know well WHAT to do at each stage of sales. The focus of attention is shifted to HOW they do it and WHY, that is, what will be the result of a successful one.

Key knowledge:

Decision mechanism
Methods of influencing the decision-making process
The concept of "focus of attention"
Friend or foe behavior pattern

Key skills:

Emotional Engagement Skill
The skill of recognizing doubts, objections and excuses, technologies
working with each feedback option
The skill of recognizing false information - an inoculation against
"unforced errors"

The worldview of a successful seller as a guarantee of effective sales

Identification and analysis of effective and ineffective personal approaches
seller influencing customer behavior
Create a Sales Success Profile (Successful Salesperson mindset
personal qualities, communication skills, knowledge of sales technology)
Shaping a positive and supportive attitude about yourself as a salesperson

Emotional Intelligence and Communication Competence

The essence of selling is the satisfaction of a need
Empathy as the most important competence of a seller
Communication channels Verbal, Vocal and Visual
Principles of recognition of false information.

Decision-making mechanism.

10 decision points
Irrational and rational components of motivation
Sales technology as a technique for consistently influencing decision making.

Sales technology.

Establishing relationships
Clarifying needs. Ability to identify true motives and values
Presentation. The customer's need as the basis of the seller's argument
Working with objections. Algorithm for working with objections, circumstances,
doubts. Analysis of inefficient techniques
Completion of the deal. Practicing the skills of forming long-term
customer relations.

Establish a relationship with the client.

Building trust in relationships in person or over the phone
The concept of "focus of attention", the ability to manage one's own focus of attention.
Transmitting the company's image in the first seconds of a meeting with a client
Practicing self-presentation skills
"Partner position" as an effective engagement tool

The customer's need as the basis of the seller's argument.

The ability to identify the true motives that prompt a purchase
The art of asking questions
SPIN is a technique of asking questions as a way of persuading the client and bringing him
it to the solution
Categories and value words
Formation of a package of questions, taking into account the specifics of a particular product
The ability to listen and hear. Practicing active listening

Product presentation.

Create and compare "Product Values" and "Existing Customer Values" segment charts

Recognizing different types of core values of the customer to offer the product that best suits their needs
Competitive advantages of the company
Skills to present a proposal by identifying the benefits and benefits of using them.
The use of value words. Creating images that attract customers

Clearing customer doubts and objections. Working with circumstances and excuses.

Classification of feedback: doubts, objections, excuses,
circumstances
Algorithm for dealing with objections
Reasonable provocation method
Motive amplification principletions

Conclusion of the deal and the final stage of the sale.

Summarizing and debriefing
Sentence statement
Practicing skills for building long-term relationships with clients and
repeat sales

Accompaniment. Subsequent interaction with the client.

Analysis of the situation: conclusions, lessons, discoveries
Accompanying the client - new goals, new plans.
Interaction strategy, interaction tactics

Material Integration

Declaration of intent and creation of an action plan for the development and implementation of new strategies and knowledge into practice

Program #2

Technology of sales and attracting new customers

Duration: 16 hours.

Participants: employees responsible for attracting new customers and making the sale.

Training Goal: Improve your skills in attracting new customers and conducting effective sales negotiations

Section 1. Preparing for negotiations

Personal training

The methods of personal readiness of a sales manager for work, affecting the personal aspect. Work to increase motivation, self-confidence. Eliminate negative experiences. Positive mental attitude. Developing enthusiasm as an important success factor.

Vocational training

What the seller should know. Statistics. Preparing meetings. Rules for effective planning. Three positions of perception. Sales manager relationship - organization. Types of motivation and features effects on the psyche (-from, - to). Psychological attitudes and their influence on interaction with a partner. The 20/80 principle.

How do we get knowledge

Unconscious incompetence - conscious incompetence - conscious competence - unconscious competence

Section 2. Personal contact with the client

Types of communication

Verbal. Characteristic. Non-verbal. Poses, gestures, facial expressions. Paralinguistics. visual communication. Disclosure of the features of each component.

Determining the type of person

Visual. Audial. Kinesthetic. Features of the manifestation of the type. How to use information about the type of partner in your work. How to read the unconscious. External manifestations of internal processes. Access keys. External manifestations of lies.

Trust (rapport)

Building conscious trust. Building unconscious trust (rapport). Algorithm for building rapport. What can you adjust to.

Congruency

Incongruence is an important sign in communication. You need to be more careful, there may be problems. How to recognize incongruence. Ways to be congruent.

Body language

What body position can reveal. Postures of readiness for communication. Head position and what it means. Facial expressions and gestures.

Section 3. Finding out the needs and requirements of the client

Factors that determine human behavior

The rational factor. emotional factor. Why is it important to consider the emotional factor when identifying customer needs.

What information is needed

Who is in front of you. His main interest. Can your service satisfy the main interest of the client. The basic principle: they do not acquire a service (goods), but the benefit (benefit) that is inherent in the use of the goods for the client. Therefore, it is important to know this interest. Ways to collect information.

Question

Tactics of asking questions. What can be achieved by asking questions? Types of questions, what tasks they perform.

Hearing is not listening

Types of listening. Basic mistakes. The most effective ways to listen.

SPIN Technology

The ability to conduct a conversation using question methods, to bring the client to the conclusion of the transaction. Situational, problematizing, extracting and guiding questions.

Section 4. Interest. Benefit

Main Interests. Service presentation

How to see the world through the eyes of a client. Search for main arguments. Accounting for the emotional factor. The client is not always aware of his need for your service. Even realizing his need, he may not know that your service can satisfy it. How to present a good service. action plan proposalviy for the client. Search for additional benefits. question method. Training for a successful presentation on the specifics of the company.

Section 5. Dealing with objections

Types of objections and handling them

What objection means. Types of objections. How to prepare for dealing with objections. Stages of dealing with objections. Summary. Stories as a method of adapting objections. Errors when dealing with objections. Attitudes contributing to the effective adaptation of objections. Search for the main objection.

Working with "difficult" clients.

How to work with doubting, indecisive, conflict and other types & nbsp; "difficult" clients.

Section 6. Closing the Deal

Deal readiness signals

Verbal signals. non-verbal cues. Rules of conduct at the final stage.

Working methods at the final stage:

Stories. Summary. Final rules. Exit rules. Formation of adherents of the company.

Program #3

Training Sales Technology

Duration: 2 days.

Goal: transfer of sales technology to large customers and the manager's self-control algorithm at each stage of the transaction.

Tasks:

Transfer of a systematic approach to working with clients of category A (large)
Skill building establishing contact with large clients
Transfer of sales technology to different types of customers (decision levels)
Assessing the effectiveness of the sales manager
The concept of conversion and the tools for its influence on the result of the transaction

Tools:

mini lectures;
demonstrations;
interactive learning;
video analysis;
metaphorical business game
unique "training within training" style;
feedback in training.
Handout.

Results:

Professional and personal development of sales managers
Skills in sales technology for large customers
Recognizing different client types
Skills to track your own performance and dynamics.

Selling as a technology
Sales systems by customer category
The concepts of "contact", "levels of decision making", "Category of the client", "criteria for assessing the category of the client".
How to identify what needs a customer of category "A" (large) has? What are the needs to improve the efficiency of the client himself (the concept of benefits for different levels of the hierarchy within the client's company)
Identification of competencies and behavioral indicators developed and not developed in the training.
Methods for evaluating your conversion at each stage
Methods for dealing with objections.
Levels of trust at each stage

Preparing for corporate training

Methods for identifying the need for training: results of staff assessment, questionnaire results, management request, interviews, covert surveillance, simulation of work situations (Assessment Center).
Engagement technology participants in the learning process.
Developing a modular training program. Requirements for educational materials.
Involving managers in the development of their employees.

Program No. 4

Sales to large clients: tools for interacting with decision makers

Goal: Increase sales efficiency with decision-making tools and sales milestone planning for managers who close deals with large strategic customers, in which the decision to purchase a product or service is influenced by several people, and the sales cycle consists of several meetings..< /p>

Duration: 2 days (16 teaching hours).

Teaching methods:

Information blocks.
Modeling strategic sessions.
Business games with feedback.
Role playing games with video analysis.
Analysis of working situations with feedback.
Reinforcement testing.

Building skills that support long sales.
Building skills for planning and searching for information about the client.
Creating the training participants' skills in forming and developing the needs of the client.
Developing the ability to consciously understand the meanings that the client is broadcasting (forming the ability to "hear" the client).
Teaching training participants how to deal with objections and doubts within a consulting style.

The training is designed to give you the tools to:

Master detection skillsand developing customer needs that lead to the purchase of your products and services.
Get an idea of your own selling style and develop your own plan to improve your skills.
Develop a plan to sell to a real customer that connects needs with the competitive advantage of your product or service.
Get tools to manage your sales.

Introduction

Defining a sale
Prerequisites for creating a sales strategy
Speciality of strategic sales.
The four key elements of strategic selling

Element 1. Influencers

Definition
The roles of "agents of influence"
- The Economist
- "Consumer"
- "Technician"
- "Consultant"
- Characteristics of the roles of "Agents of influence"
- Case for determining agents of influence
- Select work cases.
- Identification of agents of influence in a real situation.
- Preparing the action plan behind this behavior.
Element 2: Red flags
Definitions
The essence of the method
- Identifying Weaknesses - Red Flags
- Strengths - Arsenal
Placing "Red Flags" for each "Agent of Influence"
An overview of the highlights of the previous day.
Compiling the Arsenal list.

Item 3: Client State

State descriptions:
- "Growth"
- "Problem"
- "Calm"
- "Self-confidence"
Determining the probability of a sale for each state
States for each Influencer

Element 4. Results and Benefits

Definitions
Examples of results and winnings for:
- The Economist
- Technique
- "Consumer"
- "Consultant"

Methods for determining the payoffs for each Influencer

Program #5

Sales Skills

The training will be emphasized on the development of communicative flexibility necessary for the formation of needs and argumentation of their proposal, as well as for sales to "difficult" customers. All tactical and communication techniques will be practiced on practical cases. Based on the results of the training, a report will be drawn up containing a brief assessment of the work of the participants according to the criteria agreed with the customer, & nbsp; as well as feedback from the trainer and recommendations for further personnel development.

Training Objectives:

Give training participants a mindset to actively recommend services in the clinic.
To equip participants with practical tools for selling and influencing the patient.
Study techniques for identifying and shaping the needs of different categories of customers using the technology of asking questions as a tool to overcome customer indifference;
To develop the skills of adjusting and leading the client in the communication process;
Work out models of presentations and arguments for the choice of services.

After the training, the participants of the training will be able to:

Increase the size of the buyer's contract.
Make an additional sale to an already planned purchase

All techniques will be given taking into account the specifics of communication with the buyer in the clinic, within a limited time.

Form of conducting: intensive group and individual work. The program includes business and role-playing games (with video recording and subsequent analysis of the video), exercises and practical tasks.

Duration: 2 days x 4 hours

1.Introduction

Introduction, formation of a single information field
Defining participants' expectations
The concept of customer interaction. The purpose and objectives of sales of medical services. Additional sales

2. 5 step sales algorithm. Stage of establishing contact.

Structure of the sales process
The components of the ability to win over oneself and gain trust
Establish contact
Building an atmosphere of trust

3. Working with integrated and the passive need of the client

The ability to listen and hear the interlocutor
Join
Active Listening
Supporting customer opinion and decision

4. Clarifying information from the client

Questions for information
Types of questions
Hedgehog questions
Video analysis workshop

g>5. Active recommendation skills

Different types of purchases in the clinic
Types of recommendations for different purchases.
CNE techniques
Presentation of additional services
Video analysis workshop

6. Dealing with objections

Types of objections
4-step algorithm for dealing with objection, resistance,. excuse.
Algorithm for dealing with objections
Price objections
Video analysis workshop

7. End communication

Summary and summary
Keep in touch

Program №6

Disc sales and negotiation

Introductory Course Goal:

to form communication tactics for different types of interlocutors based on the typology of behavior DISC&Motivators
to guide effective and sustainable persuasion based on Sprangler's typology of Motivators.

Duration:

2 days

How we will work at the training:

mini-lectures, training video and trainer's expertise (experience with these techniques since 2006, playing salesman and negotiator)
role-playing games with video analysis, business games in mini-groups, feedback from participants and trainer

Results of quality work at the training: