Are you lowering your prices in order to win business? If so, this is the ideal course for you. It will help you to break the cycle of reducing margins and help you to offer superior value that customers are prepared to pay for.
The examples used on the course are real-life examples taken from B2B companies that were previously under severe price pressure, but are now able to charge a premium for their products and services.
Learn how you can also shift your position and sell successfully, even when competitors offer lower prices, by adopting strategic selling and delivering compelling new value propositions.
What are the goals?
By the end of this Coventry Academy online training course, you will be able to:
Create a Consistent Sales Strategy
Design Stronger Value-Propositions that Overcome Price Competition
Gain Support Internally to Achieve Your Sales Targets
Develop Stronger Customer-Relationships That Win Preference
Offer Superior Value to Customers and Charge Them For It
Who is this training course for?
This Coventry Academy online training course is suitable to a wide range of professionals but will greatly benefit:
Managers and Directors who Want to Manage Sales Strategically
Sales Teams that Need to Adopt Strategic Selling
Executives Required to Create Value Propositions
Communications Executives who Want to Communicate Strong Value Propositions
Managers who Want to Build Stronger Relationships with Customers
Experienced and New Sales Executives
Course Outline
Day One: Understanding Strategic Selling and How B2B Purchasing Has Changed
Strategic selling and why it is essential
How buyers buying-behaviour has changed
Why selling must change and how
Best practice in strategic selling
Breaking the low-price cycle with strong value propositions
Understanding your company’s strategic intent
Day Two: How the Selling Strategy Works with the Brand
Using the brand to win customers and contracts
Identifying opportunities to add value in the selling process
Value propositions that competitors can’t match
How to select the best potential customers
Defining the real customer-needs
Using the brand in the selling process
Day Three: Influencing the Customer’s Specification, Setting Sales Objectives, Creating the Sales Strategy and Targeting
How to influence the customer’s specification
Building preference and credibility
Setting your strategic selling objectives
Defining the selling strategy
How to target to win the sale
Defining the priority, importance and tasks
Day Four: Creating Superior Value Propositions
How to build superior value-propositions
Moving away from the USP
What should you sell and why?
Avoiding the ‘price destroyers’
How to justify higher a higher price
The myth of ‘Total Cost of Ownership’
A strategy to win in the bidding process
Day Five: Communications to Support Sales, Win New Customers and Build Relationships
Communicating to win new customers
Communicating to build existing relationships
Communicating for credibility and influencing the sale
Winning with principled negotiations
Winning support internally
Measuring the results of sales strategy
The certificate
A Coventry Academy e-Certificate will be provided to delegates who attend and complete the online training course