27 Buying courses in Bradford

Bad news - people don't buy your product. Better news - they don't buy anyone else's product either. Best news - they do buy what a product gives them, whether it be removing 'pain' or giving 'pleasure'. So what a challenge it is that every single person buys your product for a slightly different reason! What's the secret to selling in that sort of sales environment? This programme provides a great roadmap. This course will help participants: * Build rapport with authenticity * Use open questions, listening and summary to properly understand the prospect * Use 'impact' questions to 'stack the pain' of remaining with the status quo * Convert features into personalised benefits that reflect stated needs * Handle objections with calm confidence * Identify buying signals * Close effectively * Convey credible urgency centred on the prospect's - not the salesperson's - interests 1 WHAT MAKES A CUSTOMER BUY ANY PRODUCT? * Moving towards 'pleasure' * Moving away from 'pain' * Robert Cialdini's Psychology of Influence - buying motives * Understanding what your product does for customers * Why there is never a 'one size fits all' approach * What are the real 'unique selling points' and why the salesperson is the real 'USP' * At what point does the customer emotionally buy your product? 2 GETTING PAST GATEKEEPERS * What gatekeepers' motivations are * How to make them your friend rather than your enemy * How to make your call harder to block than to put through * How to control the gatekeeper with questions, not answers * Using Cialdini's 'reciprocity' law to get put through more often * Practical exercise in which the trainer poses as gatekeeper 3 QUESTIONING AND LISTENING SKILLS * How to use open questions to get the customer talking * What questions to avoid and why * How to 'stack the pain' of the status quo with 'impact questions' * Practical 'pain stacking' exercise in pairs * What listening is and what it isn't * Question funnelling - how to earn deeper disclosure through probing * Practical funnelling exercise in pairs * The power of summary 4 HOW TO CREATE TAILORED BENEFITS AND NOT 'DIVE INTO SOLUTION' * What is 'diving into solution'? Examples and analogies * Why it is to be avoided * Practical exercise in pairs - how it feels to have solutions offered up too early * How to avoid 'feature-dumping' * What is 'value selling'? * How to create tailored benefits * How to convert product features into benefits * How to deal with the prospect's competitor allegiance 5 HANDLING OBJECTIONS AND TESTING THE WATER * How to overcome the price objection by selling value * Common objections the participants encounter and answers that work * The objections salespeople carry in their own heads * The 'A-C-E' objection-handling model * How to uncover objections * When - and when not - to trial close 6 CLOSING SKILLS * Why salespeople often close too early * How to identify buying signals * How to use urgency with skill and effectiveness * Four killer closing techniques that work * How to avoid buying the product back by careless post-sale talk * How to ask for referrals for your product * How to 'farm' the account for future opportunities 7 WRAP-UP * Key learnings from each participant * Individual action planning - steps that can and will be implemented in the workplace

Develop your consultative selling skills through 6 practical modules: Define your target market Approaches that sell The Sales Interview Discovering prime buying motives How to close sales Overcoming stalls and objections In addition, learn to develop effective work habits, daily / weekly / monthl

This workshop will help you create, develop and close business opportunities using a consultative approach and a value-based (not price-led) proposition. Value-based selling means working the way your customer wants to buy, not how you want to sell. It also means: In a transactional sale the customer knows the answer without help from a salesperson (or cannot see why they should choose you), or is prepared to stay with what they have. Customer decision criteria are price and convenience and customers resent time spent with (new) salespeople, mainly because the salesperson adds little or nothing to what the customer already has and just wastes time. In a consultative or value-based sale, by contrast, the customer doesn't know the answer already. The salesperson must take the role of an advisor, not just a 'product promoter'. Customers demand expertise, advice and customisation during the sales process. Often customers insist on multiple meetings with salespeople and others to develop advantages that you can bring and reduce the perceived risk of changing. In this way the salesperson often adds more value than the product or service alone. This very practical workshop will help you use proven strategies and tactics to build, manage and successfully close sustainable business opportunities using a consultative approach and a value-based (not price-led) proposition. This includes: * Increased impact of your new sales conversations, presentations and proposals - leading to faster decisions and increased conversion * Greater confidence, consistency and professionalism throughout the business development process * Enhanced sales questioning skills and techniques, leading to better, faster and more accurate development of customer needs, problems, value and expectations * Improve your people, communication, influence and persuasion skills when approaching, consulting or presenting your services and solutions * How to build value at all points in the customer's buying process through your knowledge, skills and structured approach * Proven ways to gain additional business and referrals from existing customers and contacts, through direct approach and lead generation * Being 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 * Overcome and avoid price-based objections, buying criteria and negotiation 1 INTRODUCTION AND KEY PRINCIPLES OF VALUE-BASED SELLING * Introduction and review of pre-course questionnaires - KPIs, personal learning objectives and key principles * The main principles of value-based selling and how they benefit you and the customer * How value-based selling differs from 'transactional' or 'price-based' selling * The stages of the customer's buying cycle - how to identify and work through strategies for each stage * The concept of structured and set-piece selling and proposing * Presentation by participants: Personal sales improvement goals 2 VALUE-BASED SELLING STRATEGIES AND SKILLS * What is value? How can one move away from a price-led agenda? * How to survive and resist price pressure - six techniques * A review of key competencies and skills needed for a value-based approach * Strategies, case studies and examples with discussion and review * Defining your initial value proposition and comparative advantage * How best to established the right level of trust, rapport and credibility * Planning and practice session: Strategy - mapping a value-based sales process. 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 initial buying 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 the relevant criteria with the customer and in doing so progress your sales opportunities more effectively * 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: Role-play 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 a confrontational approach * Deal more effectively and profitably with price objections and reduce buyer's remorse (which can lead to an 'I want to think about it' reaction and cause delay and inertia) * Key negotiation skills around the closing process - getting to 'yes' * Planning and practice session: Role-play in closing and negotiation skills 7 ASSESSED ROLE-PLAY - FINAL PRACTICE SESSION Live role-plays * There is an option for external participants to be brought in to the live training workshop to take-part in the final assessed role-play or assist with other sessions run during the course. Performance assessment - 'Dragon's Pitch' * The final afternoon of the course is an assessed role-play using a prepared scenario and external 'CEO'. The assessment criteria will be agreed prior to the workshop. 8 WORKSHOP SUMMARY AND CLOSE * Personal action plan and learning summary

'Selling' doesn't work. You've got to help customers buy. And that means engaging with the customer in a positive way, showing that you understand their requirement and giving them confidence that your product or service is the best possible way of meeting that requirement. This may sound painless but there's more to it than meets the eye and it's all too easy to get it wrong. You need to follow a process. This programme will help participants: * Understand 'how buyers buy' and align their selling activities accordingly * Recognise the difference between 'latent pain' and 'active vision' opportunities * Conduct effective pre-call planning and research * Stimulate interest and establish credibility with your prospects * Get prospects to share / admit high priority pain * Engage in consultative dialogue that promotes the differentiating strengths of your offerings * Gain access to 'power' people within an opportunity * Effectively qualify and disqualify opportunities based on objective decision criteria * Better control and manage sell cycles * Improve their chances of winning competitive opportunities * Shorten sales cycles and avoid 'no decision' * Negotiate the steps leading to a successful sale 1 AN INTRODUCTION TO SELLING * Understanding the key points that encourage a customer to purchase from us * The difference between consultative selling and a transactional sale * Understanding the roles that trust and empathy play in a sale * Understanding how tricks and manipulation can sink a sale * Vital pre-meeting research that must take place before a conversation * Understanding how the customer sees us and why positioning is important 2 STRUCTURING THE SALES CONVERSATION PROCESS * Defining a set process for structuring a sales call with a chance to demonstrate understanding * How the first minute of a conversation can destroy a sale * Understanding BPO objectives for a sale * How a step-by-step sales conversation process helps win more sales * Understanding the mis-match between the customers buying process * How our sales processes can lead to mistakes 3 HOW AND WHY PEOPLE BUY * An insight into the emotional factors behind how people arrive at purchasing decisions * Using research from neuroscience that shows how sales people can really make mistakes * Understanding how people make decisions about larger purchases * Understanding the stakeholders in companies and their buying motives * How to analyse the stakeholders and determine a win-plan 4 UNDERSTANDING THE FUNNEL * Studying the sales and buying process to understand the ratios of sales to prospects and better forecasting * Understanding the role of forecasting in sales analysis * Why many forecasts are nearly always wrong * Understanding the stages of a sales process * How 'verifiable outcomes' can really change forecasting 5 QUESTIONING TECHNIQUES * Understanding the different questioning techniques and when they should be used * Using the 'knowledge tree' as a framework for questioning * Understanding the use of real empathy to help customers uncover their needs * How effective research can really empower your questions * How to ask 'high gain' questions * How to ask difficult questions without feeling intrusive 6 FEATURES AND BENEFITS * How to practically apply them in a sales scenario * How to align the benefits to customers' business goals * Really understanding the difference and how to demonstrate true economic benefits to a customer * How to discover business goals, and align value propositions to these * How to craft an effective value proposition for a customer * Using the SAR storytelling method to really engage customers to align their thinking patterns * Using the latest neuroscience research that explains what customers are really thinking 7 OVERCOMING OBJECTIONS * How 'confirmation bias' can hinder any sales conversation * How the CLARA method of responding to customer concerns can dramatically improve the chances of customers responding to us in a positive way * Practising the method to become comfortable and congruent with it 8 CLOSING THE SALE * A deep dive into what closing is * How different sales have different closes * How too many closing methods can destroy a sale * How to lead up to a close with a logical sequence of questions * Using the ACSAT trust method of closing * A clear methodology with a chance to practise the skills in a fun way

In our constantly changing environment, if you always do what you've always done, then you'll always get what you've always got - and that's not enough! Building a strategic marketing plan is a powerful way to take a step back from day-to-day activities, review the opportunities available to your business and your products, and build a roadmap of tactics that will set you apart from the competition. In this workshop, we look at how to build a customer-focused strategic marketing plan to pin-point your milestones to success over a 12-month period. This programme will help participants to: * Understand the key questions that a strategic marketing plan should answer * Understand the value of customer and competitor insight and how to develop actionable insights to guide your plan * Conduct a market analysis and identify the barriers and drivers to success * Learn how to build a customer buying journey and how to identify the most valuable customers * Develop a customer-focused strategy and customer engagement plans * Develop core messages and winning tactics to engage with your key customers * Identify the key metrics to review and measure to keep your plans on track 1 SITUATIONAL ANALYSIS * Introduction to marketing strategy * Market and competitor analysis and insight generation * Understanding the customer buying journey * How to segment customers to identify your most valuable customer opportunities * Identifying the barriers and drivers to your success 2 STRATEGY * Introduction to strategy * How to build strategic imperatives and SMART objectives * How brand vision and positioning drive customer focus * A guide to building key message themes 3 TACTICS, MESSAGING AND MEASUREMENT * Introduction to building customer-focused tactics * How to build a customer-engagement plan * How to build key messages and a customer-focused tactical plan * A practical guide to developing key metrics to review success and keep your plans on track ACTIONABLE OUTCOMES Throughout the programme we will use your own product examples to build your plan, participants will: * Learn best practice examples of strategic planning * Discover market and customer opportunities to strengthen your competitive edge * Create a strategic plan that can be implemented immediately within your business * Start planning compelling marketing messages to reach the right customer at the right time * Receive immediate feedback on your strategic marketing plan * Have the opportunity to share common issues and solutions with colleagues in the group

Take your sales people from average to high performance. Motivate and develop experienced sales professionals with some new insights and learning. Applying NLP principles, techniques and models, this workshop will introduce the core attitudes and behaviours that differentiate the excellent sales person from the average one. The programme will help participants: * Understand and adopt the mindset and beliefs needed for sales excellence * Build rapport and connect with buyers at a deeper and more personal level * Recognise some of the thinking and language patterns that make each individual unique * Ask powerful questions to further understand the unique world of the individual and how they make decisions * Apply tools and techniques to empathise with clients - seeing things from their perspectives * Tailor their sales approach to the individual buyer's style, and talk in their language * Influence with integrity and sell to organisations and individuals successfully 1 INTRODUCTION * Aims and objectives of the programme * Personal introductions and objectives * Workshop overview 2 AN INTRODUCTION TO NLP AND SALES EXCELLENCE WITH NLP * An overview of NLP and applying it to selling * The pillars of NLP * The NLP model of communication * The difference that makes the difference 3 BUILDING ENHANCED RAPPORT * Defining rapport and why it is important when selling * Going beyond the initial small talk * Building relationships with individual decision-makers * Matching and mirroring * Levels of rapport 4 UNDERSTANDING THE BUYER'S PERSONAL BUYING MAP * How we take in, filter and process information * How we judge others based on our own experiences of the world * The different ways in which we communicate when selling * Recognising and understanding the language and thinking patterns of others * Adapting your sales communication style to different buyers 5 MAKING SENSE OF THE BUYING PROCESS * How we filter information through our senses * Understanding how we see, hear and experience the world * Visual, auditory and kinaesthetic buyers * Listening for key insights * What different buyers want from you to help them to buy * Applying sensory awareness to the sales process 6 SUCCESSFUL SALES MINDSET * The connection between thoughts and actions * The sales beliefs of excellence * Identifying negative thoughts and beliefs that are holding you back * How to change your mindset * Adopting the sales beliefs of excellence 7 POWERFUL QUESTIONS * Reviewing and honing your questioning skills * Understanding the questions that great sales people ask * Avoiding assumptions * Clean language questions * Getting to the bottom of it - precision questions * Turbo-charging how you qualify 8 INFLUENCING WITH INTEGRITY * Understanding empathy * Stepping into the buyer's shoes * Speaking the buyer's language * Tailoring your sales approach to the individual * Match, pace, lead - how to take your buyer with you 9 PUTTING IT ALL TOGETHER * Personal learning summary and action plans

Increasing sales is the core of objective for all salespeople and it is vital they are given the tools and techniques to thrive in this highly competitive environment. The landscape within which salespeople operate is ever shifting, and now more than ever it is recognised that the key to successful selling is understanding the customer's needs and working collaboratively with them to achieve their objectives. This highly practical programme has been developed to support salespeople to develop their all-round sales skills using a customer-focused approach. The course will be fun and informal, using practical exercises to help new and experienced salespeople ensure they are equipped to deal with the challenges of selling. This course will help participants: * Develop core sales skills such as building rapport, questioning and presenting benefits * Identify the roles and goals of key contacts and recognize the importance of consultative selling * Understand how to achieve sales by uncovering needs, matching benefits and promoting value * Understand how to structure and control a customer interaction and set clear objectives for each account * Develop techniques for handling objections, questions and staying positive * Master the art of closing a sale and gaining agreement * Understand tactical selling and how to build multiple contacts and relationships * Develop skill and confidence in selling to both new prospects and existing customers 1 CONSULTATIVE SELLING - KEY PRINCIPLES FOR SUCCESS * Recognise the importance of consultative selling and being client-focused * Build the right processes to achieving sales targets - questions before features * Assess your core sales skills; building rapport, asking questions, presenting features and benefits, closing 2 CONSULTATIVE SALES CALL SKILLS * How best to structure and control a customer meeting or call to be client-centric: Four Cs * The importance of setting clear objectives for each call and account * Setting the agenda and pre-call preparation * Planning sessions 3 YOUR MISSION, MESSAGE AND MEANING - COMPARATIVE ADVANTAGE * Defining sales messages and USPs; positioning value and quality not price * Knowing your target product and services and their value to the customer * Understanding your customers buying role and qualifying the opportunity 4 AN EFFECTIVE SALES MEETING - PART 1 * Opening the sales interview - and building rapport * Gaining and retaining the full attention of the customer * Probing and identifying real needs using effective sales questions * Planning and practice sessions for consultative selling 5 AN EFFECTIVE SALES MEETING - PART 2 * Matching customer needs and wants to products and services available * Presenting your product or service using features, advantages, and benefits * Recognising and responding to buying signals and other sales opportunities * Planning and practice sessions 6 CLOSING THE SALE SUCCESSFULLY * Anticipating objections and seeing them as positives, including price objections * Handling objections using proven methods and models * How and when to ask for the sale professionally * Follow up and follow-through * Planning and practice sessions

Telephone selling can be a challenge. It can be a pressured environment and sales professionals need to be able to maintain peak performance in order to meet - and preferably exceed - their targets. This programme will help make it easier for them. The expert trainer covers the whole process, to help participants see it from their customer's perspective. The focus is on how to use a practical understanding of sales psychology, and of the nature of the telephone sales conversation, to help make it easier for customers to buy. This programme will give your team the skills to: This course will help participants: * Understand why people buy - and how that makes it easier to sell * Manage the sales process better * Steer their sales calls to a more positive outcome * Recognise - and respond to - customer buying signals * Meet and overcome objections * Choose the most appropriate techniques for closing with confidence * Enhance their resilience * Improve their communication skills on the telephone 1 INTRODUCTION * Aims and objectives * Overview * Self-appraisal of current skills and development areas 2 THE SALES APPROACH * What selling means * Why selling is like nature 3 THE TELEPHONE AS AN INSTRUMENT OF COMMUNICATION * Qualities of the telephone * How telephone communication differs from face-to-face * Advantages and drawbacks of the telephone * How to optimise selling over the telephone * Communication techniques to help you stand out from the crowd 4 CREATING A RELATIONSHIP * Professional telephone etiquette * Building a rapport * Connecting with the customer so that they feel you are on the same wavelength 5 THE STRUCTURE OF A SALES CALL * Opening the call - creating a positive first impression * Effective questioning to gather information and establish need * Identifying and presenting the features and benefits of the product or service * Matching the benefits to customers' needs * Recognising and responding to buying signals * Anticipating, meeting and overcoming objections * Closing the sale and asking for the order - different closing techniques * The importance of testimonials - how to obtain them and when to use them 6 LISTENING SKILLS * The challenges of accurate listening * How to enhance listening skills * Ensuring the customer feels heard and understood through empathetic listening 7 SHAPING AND USING A SCRIPT * Developing a script to increase levels of confidence * Leaving the door open 8 MANAGING THE CAMPAIGN * Organisation and call planning * Identifying your target market group * Planning who and when to call * Logging constructive information 9 PERSONAL MANAGEMENT * The importance of persistence * Is there a time to back off? * Stamina - optimising energy levels * Bouncing back 10 PRACTISING THE NEW INFORMATION * Pulling the details together * Practising in a supportive environment 11 ACTION PLANNING * Personal learning summary and action plan

The main aim of this workshop is to encourage and enable delegates to present their sales messages stylishly and persuasively to expert buying audiences and improve their conversion rates. The focus is placed firmly on performance and creativity in top level presenting. It is aimed at experienced sales professionals who are expert at selling but need to be able to present and pitch for business at high skill levels in order to land major accounts. Delegate numbers will be restricted to 4 people. Delegates should be willing and be prepared to give video-recorded presentations as part of the course. COURSE SYLLABUS The syllabus of the Sales Presenting course is comprised of two modules, covering the following: Module One Components of Top Presenting * Preparation and performance in presenting * Being stylish and compelling * Differentiation, risk-taking and presenting * Connecting with your audience * Achieving impact and drama * Creating a buying emotion * Getting out of a comfort zone * First delegate presentations Module Two Pitching in Teams * Getting your act together - the plan * Looking and sounding like a team * The buyer's perspective * Getting your moves right - choreography * Dealing successfully with questions * Rehearsing to succeed * Second delegate presentations -------------------------------------------------------------------------------- DRAGON'S DEN EXERCISE The delegation is split into two groups, each with a specific product or service to win the Dragons' investment. They have to also present to the Dragon's Den their business case for feedback and negotiate with the Dragons to gain either an "I'm in" or an "I'm out" reply. A full debrief is then conducted covering: * Planning * Commercial consequences * Putting forward a business case * Critical thinking * Negotiating * Selling skills * Presentation skills * Profile building SCHEDULED COURSES This course is not one that is currently scheduled as an open course, and is only available on an in-house basis. For more information please contact us.

This workshop is very practical in its nature and aims to give delegates an opportunity to not only learn about the key aspects of successful bid writing, but to also put them into practice. The workshop helps delegates understand what is most important to buyers and how to successfully convey they proposition to them. 1 WELCOME AND INTRODUCTIONS 2 THE MINDSET OF SUCCESSFUL BID WRITING * The mindset needed for successful bid writing * Thinking from the buyer's perspective and not your own 3 DECISION MAKING * The way buyers make decisions - rational and emotional * Understanding buying motives * Looking at how to present ideas against those motives * The idea of cognitive fluency * How to pitch an idea in a way that leads to a positive decision 4 TO BID OR NOT TO BID? * Writing a bid is a big commitment; a clear understanding of the chances of winning is required * Understanding of the implications of winning and the impact it will have on the organisation 5 UNDERSTANDING YOUR VALUE PROPOSITION * Framework to help identify unique proposition and how that fits in with the requirements of the bid 6 THE TENDER PROCESS * Understanding the process to enable a successful chance of winning the bid * Different types of tender processes * Evaluation of criteria and the impact on bid writing 7 WRITING SKILLS * Different ways of writing and structuring bids to ensure their messages gets across well in a way that will be looked on favourably by the buyer 8 SUMMARISE 9 CLOSE