Are you sure you are meeting your
customers’ real expectations?
Do you put yourself in your customer’s shoes to prepare your
sales interviews?
Do you take the relationship and emotional dimensions of the
purchase decision into account in your sales approach?
For whom
Salespeople, with or without experience
Experienced salespeople in search of new techniques
Sales coaches
Objectives
Define new sales objectives, based on a
sales process that encompasses an emotional dimension.
Structure your sales approach to accommodate the customer’s
questions, his environment and his decision-making levers.
Appeal to your customers’ deep-seated motivations.
Define your plan of action and be able to justify it rationally
and emotionally.
Program
Taking a different perspective on
the sales process
- A key success factor.
- Adapting the sales process to the buyer’s point of view.
- An overview of the process targeted on the buyer.
Preparing for shared success
- Starting out with success in mind.
- Defining the objectives of shared success.
- The four steps to preparation.
- The finishing touch: your own preparation.
Discover the hidden world of your buyer
- Buyers’ different motivations.
- The art of questioning.
- The keys to obtaining information: active listening.
Presenting your offer with passion
- Checking that you have correctly understood.
- Adapting proposals to buyer needs.
- Adapting your style to fit in with the buyer.
Steering the way to mutual agreement
- Handling objections.
- Leading buyers to a final agreement.
Building sustainable shared success
- Delivering on your promises.
- The ingredients of effective follow-up.
- The seller as project manager.
Benefits for the participant
In the short term:
Approach the sale from the customer’s viewpoint, focus on his
needs and satisfy them to the best of your ability.
In the medium term:
Differentiate yourself rather than compete, acquire a more
subtle sales approach and build a degree of empathy with the
customer.
In the long term:
Customers who are more loyal and satisfied with your support,
your services
and your interaction.
Benefits for the company
Achieve higher levels of customer
satisfaction than your competitors.
Expect higher performance from your sales team.
Spot talented people in your sales team.
Increase customer-retention rates.
Create a strong emotional bond between you and your customers.
Concept
The buyer’s five wishes decoded
1] I am important
2] Be listened to and understood
3] Demonstrate a tailored approach
4] Make the right decision
5] I am still important
Your five-point super-salesperson checklist:
- Draw up a sales approach that is focused on the buyer
- Prepare the three key points of your sales meeting
- Discover the rational and emotional needs that will help you
tailor your proposal
- Tailor the solution and your sales presentation to the buyer’s
profile
- Handle objections and lead the buyer to conclude the sale
To be a good salesperson, put yourself in the buyer’s shoes!
‘The buyer-driven sales process’
Role-play exercise on the five stages of the sales process
- Decipher the customer’s reactions at each stage of the sale:
preparation, discovery, support, agreement, promises delivered.
PCP (Precise, Collaborative and Personal) objectives
Team exercise
- Analyze nine different objectives: are they PCP? Which ones
are not PCP?
The trial: ‘The sellers are accused of focusing solely on
their own interests’
Team role-play: the defense, the prosecution, the jury and the
judge
- Present the case with conviction and feeling.
The ‘botched sale’ exercise
Practice exercise in two groups (sellers and buyers) on ten ways
of destroying buyer trust
- Learn about the levers for successful, recurring sales
- Draw up a contract that will satisfy and be respected by
everyone
