Virtual Sales Training
Value-Added Selling is a content-rich message of hope. Part of the Value-Added Selling Process® is re-creating and enhancing your solution for the customer. In true value-added form, we tweaked, enhanced, and re-created Value-Added Selling for these unprecedented times. This vital and hopeful message of Value-Added Selling is now available virtually. To clarify, we are still offering the live, two-day event quarterly. However, you now have an option to receive this information virtually via an eight-week course. Here are some of the added benefits of participating in this eight-week webinar:
- Hands-on coaching to create a value-added message, overcome price objections, differentiate, and engage high-level decision-makers
- Weekly guidance on applying the Value-Added Selling Process® to a select list of opportunities
- Weekly action items to implement in the field with prospects and customers
- Practical advice for selling in tough times and tough markets
- Live coaching on how to create and reinforce value virtually
- 30-minute group coaching session at the end of each webinar
- Priority access to ask questions live on The Q and A Sales Podcast
The fee for this eight-week, virtual public seminar is $1,450.00 per participant. This virtual training can also be customized as in-house training for your company. Contact us for more details.
Webinar #1 – Introduction to Value-Added Selling
Value-Added Selling
Value-Added Selling is a content-rich message of hope: You can compete aggressively and outsell the competition while maintaining your profitability. The theme of this customer-oriented philosophy is Add value, not cost; sell value, not price. Value-added salespeople are more focused on making a difference than just making a deal. They know that a cheap price is not the only way to compete—they compete with their total value-added solution. Here are the topics covered:
- Introduction to Value-Added Selling
- The value-added philosophy
- How to define value
- Identifying your value added
- The profit impact of value added
- The three dimensions of value
- How to sell the value-added solution
Value-Added Selling Process
Value-Added Selling mirrors the process that buyers follow to make better long-range buying decisions. The Value-Added Selling Process® begins with the salesperson developing an in-depth understanding of the buyer’s needs, wants, and concerns. Here are the topics covered in this module:
- Define the Value-Added Selling Process®
- Describe the Critical Buying Path®
- Differentiate between offensive and defensive selling
- Name the four groups of Value-Added Selling strategies
Webinar Action Items
- Define Value-Added Selling
- Identify their value added
- Describe why buyers object on price
- Detail three ways to sell the value-added solution
Webinar #2 – Communicating Value Added
Customer Messaging
The sales process is an exchange of information, ideas, and hopefully, money. Salespeople send the customer a message by what they say and do. The customer continues this exchange if the message is compelling. In this opening module, they will learn how to articulate the message to the customer. After this module, participants will be able to:
- Define customer messaging
- Identify and define the salesperson’s value added
- Communicate the impact of your value added
- Design collateral support materials to communicate your value
- Craft their elevator speech
- Create a Unique Selling Proposition (USP)
- Communicate their company’s value proposition
Webinar Action Items
- Create a marketing one-sheet and communicate to customers
- Conduct a value audit with three customers
- Create a ten-things-to-consider list and share with a customer
- Clearly define the uniqueness statement
Webinar #3 – Offensive Selling (Focus)
Target Account Selection
This module is about identifying and chasing the right business and building their future on this foundation, maximizing the return on their sales time investment, and learning how to think and approach their territory strategically. After this module, participants will be able to:
- Create the profile for good business
- Identify profit piranhas that chew away at your bottom line
- Design an account strategy
Target Account Penetration
This module is about timing and buying criteria, generating support for their ideas throughout the buyer’s organization, and making sure that they’re dealing with people who can say yes to your solution. After this module, participants will be able to:
- Define three rules for account penetration
- Describe the three levels of decision makers
- Discuss their value proposition for each level of decision maker
Webinar Action Items
- Select three high-value target (HVT) accounts
- Build an account plan for each opportunity
- Schedule an appointment with the high-level decision maker
Webinar #4 – Offensive Selling (Focus and Persuasion)
Customer-izing
This module is about the face-to-face and behind-the-scenes activities you engage in to acquire an in-depth understanding of the various decision makers. Customer-izing is immersing yourself in the buyer’s business to fully understand their needs, wants, and fears. After this module, participants will be able to:
- Define and discuss customer-izing
- Differentiate between needs, wants, and fears
- Describe and identify buyer pressure points that take priority over price
Positioning
This module is about positioning your value-added solution. Positioning predisposes buyers to your message of value. Another way to view positioning is that it is the salesperson’s effort to soften the beachhead of the buyer’s mind before launching their other communications. After this module, participants will be able to:
- Name five key points about positioning
- Discuss company image
- Offer some ideas on how to communicate this image
Webinar Action Items
- Identify HVT’s needs, wants, and fears
- Utilize the pressure point list to take the focus off price
- Complete positioning analysis for HVT
Webinar #5 – Offensive Selling (Persuasion)
Differentiation
This module is about differentiating your value-added solution. When competing solutions sound, look, and feel the same, buyers focus on price to make their decisions. Differentiation is about highlighting the unique aspects of your solution and de-commoditizing your solution. After this module, participants will be able to:
- Identify what makes your solution different
- Create barriers that defy direct comparisons
- Discuss ways to sell your differentiated solution
Presenting
Presenting is their face-to-face communication with the buyer. It is one part content and one part context. It includes their substance and their style. Their effectiveness in organizing, customizing, and delivering this message influences the buyer’s willingness to choose your alternative. After this module, participants will be able to:
- Personalize their message to the buyer’s needs, wants and fears
- Demonstrate their substance
- Discuss proof sources to shore up their argument
Webinar Action Items
- Complete a differentiation matrix for their top three competitors
- Create a list of competitive differentiators
- Complete the presentation planning tool
Webinar #6 – Defensive Selling (Protect and grow)
Tinkering
Tinkering is growing, evolving, and improving the end-to-end customer experience. It’s about finding ways to re-create value for the customer. It’s working as hard to keep the business as you did to get the business. After this module, participants will be able to:
- Define tinkering
- Name the barriers that interfere with tinkering
- Describe how to tinker to re-create meaningful value for the customer
Value Reinforcement
Value reinforcement means getting credit for what you do. The best defense is a great offense. Value reinforcement is defensive selling at its best. This module is about getting credit for what you do. After this module, participants will be able to:
- Document your value added
- Value remind through positive bragging
- Conduct value audits to reinforce your value
Leveraging
Leveraging is about gaining maximum account penetration. Organic growth—growing existing customers—is a cost-effective and time-efficient way to expand sales. It means going deeper with their installed base of business. At the end of this module, participants will be able to:
- Demonstrate three ways to leverage existing business
- Describe how to capture natural spin-off business
- Demonstrate the concept of cross-serving as a way to create value for their customers
Webinar Action Items
- Conduct a barrier analysis with their top customers
- Begin documenting their value added and share with top customers
- Conduct a cross-serving exercise with their top customers
Webinar #7 – Value-Added Selling Tactics
Value-Added Selling: The Value-Added Sales Call
The value-added sales call is the tactical execution of the Value-Added Selling Process®. This is a step-by-step execution of the process in front of the customer. After this module, participants will be able to:
- Open with impact by establishing rapport and previewing objectives
- Conduct a thorough customer needs analysis
- The mechanics of probing
- Demonstrate the S-C-P® Formula in a role-play setting
Webinar Action Items
- Complete a pre-call planning guide for every sales call
- Create a compelling call opening
- Develop a list of ten questions following the S-C-P® Formula
Webinar #8 – Value-Added Selling Tactics (continued)
Value-Added Selling: The Value-Added Sales Call
The value-added sales call is the tactical execution of the Value-Added Selling Process®. This is a step-by-step execution of the process in front of the customer. After this module, participants will be able to:
- Uncover multi-level customer needs
- Present the company’s solution with style and substance
- Demonstrate closing strategies and objection handling techniques
- Post-call follow-up techniques
Webinar Action Items
- Create a go-to response to overcome price rejections
- Utilize the CAR method to analyze and respond to customer objections
- Schedule follow-up activities with HVTs