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Winning the Sales War! is a two day training program for sales people who are doing “business to business” selling. This includes manufacturer sales people selling to wholesalers, and wholesaler sales people selling to contractors or to users. The seminar is divided into two major segments.
The first segment redefines selling in a very specific way… that selling is about changing customer behavior. All the things that sales people are required to do are important, but it is only by changing customer behavior that we are able to grow the territory. Therefore, in that first segment we need to look at how customers change; how we can then apply skills that help them to change; how to rethink call objectives from a focus on getting orders to a focus on getting the customer to do something different; why we need to use questions to get customer information and attention before we present our offering. The objective of the first segment is to make the sales person more effective on every call.

 The second segment begins by looking at today’s maturing market – competitive, price sensitive, consolidating – and makes the point that growing in this market means taking business away from competition. This means that the successful sales rep will need to be better than competition at bringing added value to the customer. We introduce an effective three step process to identify the target customers, determine what values they need that they may not be getting, and put together a “business proposition” that will result in more business from the target customers. The objective of the second segment is to make the sales person more effective with the most critical customers.

The course method is a combination of lecture, exercises, and role-play. Each attendee gets an opportunity to do 4 or 5 significant role-play exercises. A trainer-learner ratio of less than 10 to 1 is maintained by using expert facilitators in addition to the seminar leader to make sure every attendee gets individual attention and feedback. Attendees also receive a textbook written specifically for this course so that they can continue to study and review the material after the training.

This is not basic sales training. It is targeted at experienced sales people currently managing a sales territory. It is based on proven techniques used to train some of the most effective sales people in the field of business to business selling.

Winning the Sales War! will change the performance of your sales people.