Customer-centric selling

Customer-centric selling

Customer-centric consultative selling skills

Sales Results Master-class: Two day in-house training course.

“Stop selling and value by helping customers to buy…more and quicker!”

Fully customised to your business at no extra cost

Who will benefit

This highly-practical consultative selling skills training program will benefit all those who are involved in approaching, developing, presenting or negotiating new business opportunities. This includes winning brand new customers and developing new revenue from existing clients, contacts or prospects.  It is suitable for all levels and types of sales and marketing staff.

Seven key benefits of consultative selling skills

This training course will provide participants with the proven strategies and tactics to build, manage and successfully close a sustainable and increased new business pipeline. Target learning benefits include:

consultative selling skills
consultative selling skills
  1. Increased impact of your new sales conversations, presentations and proposals leading to faster decisions and increased conversion.
  2. Greater confidence, consistency and professionalism throughout the business development process.
  3. Enhanced sales questioning skills and techniques, leading to better and faster development of customer needs, problems, value and expectations.
  4. Improve your people, communication, influence and persuasion skills when approaching, consulting or presenting your services and solutions. 
  5. How to self-generate new business leads, appointments and opportunities.
  6. Proven ways to gain additional business and referrals from existing customers and contacts, through direct approach and lead generation.
  7. Be better able differentiate your firm, your solutions, track-record and expertise clearly and accurately with tailored value statements for each stage and for each opportunity.

Training methodology for consultative selling skills

This training workshop is highly-interactive and encourages delegate participation through a combination of short presentations, group discussion, practical exercises (including structured role-play), case studies, and breakout sessions designed to learn new skills and reinforces existing abilities.

The second day features extensive rehearsal and review of current and real-life existing pitches, presentations and proposals.

Course personalisation

Each training workshop is personalised in three ways.

  1. The first is to include or expand any specific learning points or topics you feel are important and omit any that are not needed.
  2. The second is create bespoke examples and case studies for use during the planning and practice sessions (role-plays).
  3. Each training course is personalised to reflect your company ethos and culture.

Sales measures

All participants will be asked to complete a pre-course questionnaire. This asks them identify some personal learning objectives ahead of the training, perhaps in discussion with a manager. They will also be asked to bring with them two typical or current sales opportunities or prospects and a report showing some sales KPI’s from the last 2-3 months.  Typical metrics might include:

  • Number of appointments / Number of new appointments
  • Average order value
  • Conversion ratios
  • Facilitation with motivational, entertaining and positive approach to learning.

Programme outline – Consultative selling skills

1. Introduction and key principles of Sales Success

  • Introduction and review of pre-course work – KPI’s, personal learning objectives and key principles
  • Defining your initial value proposition and comparative advantage.
  • Mapping and improving your sales process and strategies to increase your sales results in the next 30, 60 and 90 days.
  • Presentation by participants: Personal sales improvement goals

2. Making appointments by telephone – best practice review

  • Cold-calling made easy: Planning the call, telephone techniques, integrating with email, online tools and LinkedIn
  • Master the secret of effective appointment making – organised persistence.
  • Set and achieve the right level of telephone activity to achieve your appointment goals
  • Be able to overcome most common put-off’s to seeing or engaging with you
  • Make calls with improved confidence, control and results

Planning and practice session: Cold and warm calling

3. Connecting skills

  • Research before the meeting and the first few minutes – ways to gain instant rapport and setting the foundation for a successful outcome in a first sales call.
  • How to structure an effective first time sales call or meeting – the subtle differences that are important to master.
  • How best to differentiate your solutions and build credibility and enthusiasm early or at the start of the buying process.
  • Overcoming buying initial resistance and relaxing the prospect; gaining rapport, opening the meeting: PBC (purpose-benefit-check) and gaining agreement to proceed.

Planning and practice session: Connecting – first meeting with a new contact.

4. Consulting – building, developing and influencing client needs

  • Understanding the power of high-impact and third-level questions to influence people based around specific needs and solutions.
  • The importance of body language and other personal communication dynamics when asking questions; empathic listening, run-on questions, drawing out skills, summarising, etc.
  • Creating a ‘disturb’ approach to creating needs and opportunities and positioning your solutions.
  • Using proven advanced sales questioning techniques with greater skill: Outcome, SPIN and qualification questions.
  • ‘Decision making criteria’ – tools to help you develop this with the customer and in doing so progress your sales opportunities more accurately.

Planning and practice session: Questioning skills

5. Convincing – presentation and persuading skills practice

  • Substance and style – selecting the right tone and content to engage and enthuse your prospect.
  • Compelling benefits and reducing perceived risk – key messages to deliver.
  • Helping the customer choose your proposition – by being convincing, compelling and credible when you present.
  • Professional and effective presentation skills – with personal coaching and practice sessions.
  • The keys of influence and persuasion and the keys to convincing a new customer to choose you for the first time.

Planning and practice session:  Practice in presenting your solution.

6. Commitment

  • Knowing when and how to close for commitment to the next stage in your sales process, plus ways to ask for commitment professionally and effectively.
  • How to isolate, prioritise and answer objections and concerns more openly and accurately, using a consultative not confrontational approach.
  • Deal more effectively and profitably with price objections and reduce buyer’s remorse (which can lead to a ‘I want to think about’ reaction and cause delay and inertia).
  • Key negotiations skills around the closing process – getting to yes.

Planning and practice session: Mini-role-play in closing skills

7. Final practice sessions

8. Summary

  • Personal action plan and learning summary

Comments or questions are welcome.