Gaining A Competitive Advantage Through Differentiation

Program length in days:  one-half to full day (recommended)

Program Description:

In a fiercely competitive global marketplace, the top 10% of US salespeople establish long-term, profitable customer relationships by offering a program that provides the components of VALUE as defined by the customer.  Many times this precludes the issue of price because the solution is developed from knowing precisely what the customer needs and making sure that all variables are covered.  The outstanding salespeople of today provide VALUE to the customer in the appropriate mix of products and/or services as well as in the process by which they develop the relationship.

Outcomes:

Learn how the top 10% of US salespeople establish and maintain long-term customer relationships with consultative positioning and practice a process of   differentiation
Learn how to analyze the situation through the customer’s perspective
Prove to the customer how your organization will surpass their perception of VALUE in quality, service support, delivery and professional contact   performance
Establish greater VALUE than your competition by working the customer through a unique and “customer world” focused process
Develop your VALUE solution based on the customer’s business metrics
Learn how to BIV your unique solution

Objective:

This workshop will teach you how to differentiate your message and approach from the competition.  You will learn how customers define VALUE and how to surpass their expectations by building trust, evaluating needs and guiding them in making a better buying decision.

Outline:

I. Introduction

A.  Where can you add VALUE?
B.  Are you a top sales achiever?

II. Buyer-Salesperson Interaction Process 

      A. In preparation of going out to sell
      B. Differentiation: approach and content
      C. Would you buy from you?
      D. Developing your strategy
      E. The stages of the process
            1.  Identify viable resource
                  a.  Position preparation 
                  b. Professional sales call preparation
            2.  Seek differentiating supplier
                  a. What do you “sell?”
            3.  Determine expertise
                  a. Understanding the criteria that motivates your customer to select a supplier
                  b. Questioning, listening, taking notes
                  c. Summarizing
            4.  Evaluate “solutions”
                  a.  Customer-focused proposals
                  b. Customer-focused presentations
                  c. Applying the BIV principle
                  d. Defining VALUE from your customer’s perspective  
                  e. What VALUE is your customer willing to invest in?
            5.  Pursue closure
                  a. Resolve concerns
                  b. “Close” every call to the next step
                  c. Gain commitment
           6.  Maintain relationship
                  a. Techniques for reassurance and follow-through

III. Your Action Plan for Self-Improvement

      A. Self-coaching
      B. Performance improvement toolclosure
                  a. Resolve concerns
                  b. “Close” every call to the next step
                  c. Gain commitment
           6.  Maintain relationship
                  a. Techniques for reassurance and follow-through

III. Your Action Plan for Self-Improvement

      A. Self-coaching
      B. Performance improvement tool