Value-based selling

A two-day workshop

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:

Defining problems and improvements clearly and in detail

Exploring and defining the value associated with solving or achieving these

Matching your solutions to these issues

Structuring your bid, proposal and proposition around the customer’s buying criteria, ideas and expectations

Creating a positive and enjoyable buying experience based on trust and rapport

Finally, it is about creating compelling reasons to choose your proposition that are not based solely on price

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.

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

Who should attend?

This highly-practical skills-based training programme will benefit all those who are involved in approaching, developing, presenting or negotiating new business opportunities.

Format

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

Special features

A key feature of the programme is the trainer’s tried-and-tested 4Cs model, which helps embed the learning and encourages use of the techniques discussed.

Expert trainer

Graham specialises in providing high-quality consultancy, coaching and training in sales, sales management, customer service and personal productivity. He has a long career in sales and was a top-performing IT and solutions sales professional and sales manager. His most recent full-time role was as Managing Director of Sales Productivity and Development for Thomson Financial, helping develop a large European sales force.

Session outline

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.