Professional Sales Certificate: Value-Based Process Development

Delivered by the Industrial Distribution Program at Texas A&M University

Program Overview

This 24-hour program is designed to help move participants from a transactional sale—in which features and benefits are presented with little or no regard for the specific needs of the customer/prospective customer—to a solution-based sale—in which a salesperson engages the customer/prospective customer in a conversation. The purpose of this conversation is to determine the specific needs of the customer/prospective customer prior to presenting the salesperson’s products and services as a solution to the needs discovered.

Who Should Attend?

  • Senior management responsible for profitable sales and growth
  • Sales professionals
  • First line managers of sales professionals
  • Sales trainees
  • Individuals who impact or support sales professionals

What can you do immediately after the course?

  • Understand the steps of a solution-based sales process and proper execution of these steps
  • Establish credibility with people you are meeting for the first time
  • Help people to see the value of spending time with you
  • Engage people in conversations which are important to them
  • Identify problems to which you can provide solutions
  • Package your products and services as solutions to the problems that you identify
  • Gain commitment to implement your solution

Most effective sales training is designed change behavior. We have found two things critical for the sales training to affect change:

  • The full support and involvement of management
  • Follow up to ensure proper implementation of the techniques that are being learned

Based on these findings, we recommend that managers of the sales professionals taking the course attend the training, also. This will help to develop a culture of Solution-Based Sales within a company, plus work to ensure proper implementation of the techniques that are learned.

Course Outline & Schedule

Day One (8 hours)

8:00-8:30 a.m. Welcome & Introductions
8:30-9:45 a.m. Overview of a Solution-Based Sales Process

  • Attention
  • Discovery
  • Solution
  • Commitment
9:45- 10:00 a.m. Break
10:00 a.m.-Noon Attention Step-Focusing a buyer’s attention on you and your message

  • Words to Avoid
  • Piquing the buyer’s curiosity to hear your message
  • Developing Benefit Statements to help the buyer see the value of spend time with you
  • Establishing Credibility
  • Developing an Introductory Statement/Value Proposition that differentiates you from your competition
  • Develop a script for the First Three to five Minutes of the Initial Meeting with a Prospect
Noon-1:00 p.m. Lunch
1:00-2:45 p.m. Discover Step-Finding something to provide a solution to

  • Understanding a buyer’s decision making process
  • How to structure questions
    • Open-ended
    • Closed-ended
  • Different types of questions and when to ask each
    • Research questions
    • Identifying questions
    • Magnifying questions
2:45- 3:00 p.m. Break
3:00-5:00 p.m. Review and Preparation for the next session

Developing a Customer Needs Analysis

 

Day Two (8 hours)

8:30-9:45 a.m. Role-play the First three to five Minutes of the Initial Meeting with a Prospect
9:45- 10:00 a.m. Break
10:00 a.m.-Noon Role-play the Customer Needs Analysis
Noon-1:00 p.m. Lunch
1:00-2:45 p.m. Solution Step-Presenting products and services as solutions to problems

  • Facts vs. Claims
  • Customer Benefits vs. Product Benefits
  • Solution worksheets
    • Problem
    • Fact
    • Customer Benefit
    • Question for Confirmation
2:45-3:00 p.m. Break
3:00-4:00 p.m. Confirmation Step-Agreeing to implement the solution

  • Trial Closes
  • Closes
4:00-5:00 p.m. Review and Preparation for the next session

 

Day Three (8 hours)

8:00-8:30 a.m. Review
8:30-9:45 a.m. Role-play
9:45- 10:00 a.m. Break
10:00 a.m.-Noon Role-play
Noon-1:00 p.m. Lunch
1:00-2:00 p.m. Behavioral Styles

  • DISC profile
  • Selling to the different behavioral types
2:00-2:45 p.m. Negotiation

  • Bargaining vs. Negotiation
  • Process and Definitions
2:45-3:00 p.m. Break
3:00-4:30 p.m. Time Management, Customer Stratification & Account Analysis
4:30-5:00 p.m. Action items for successful implementation of the Solution-Based Sales Process

 

Materials and Tools

  • What You Will Receive
    • Course Workbook
    • Fundamentals of Industrial Distribution: The Sales Process by Harper & Clark
    • DISC Behavioral Profile
    • Certificate
  • Tools That You Will Develop
    • A script for the First Three to five Minutes of the Initial Meeting with a Prospect
    • A Customer Needs Analysis
    • A tool for more effective account penetration
    • Tools to focus activities on opportunities with the greatest potential for growth and profitability
  • Additional Takeaways
    • An understanding of how to recognize and interact effectively with the four different behavioral styles
    • An understanding of how to negotiate more effectively
  • What You Need To Bring
    • Key Account List (Top Five)
    • Target Account List (Top Five)
    • List of Five Problems customers/potential customers could have to which you can provide better solutions than your competition