Sales Training Program:
Selling—The Art of Moving a Prospect From Awareness to Commitment

By Jerry Comer

Many salespeople suffer from the same shortcomings. They are not prepared and wind up “winging it” when in front of the prospect. They present features when the customer is only interested in benefits. They lack a proven process for overcoming objections. They talk too much and fail to listen. They don’t take the simple step of asking for the order. These problems are compounded when the “salesperson” is also a provider of professional services (such as bankers, lawyers, engineers, accountants, and consultants) who must first be great at what they do and are only a “part-time” salesperson.

Selling is a highly professional activity and anyone can be an excellent salesperson with the right tools and the proper training and practice. This fast-paced, interactive sales training provides the tools and trains for the key skills all sales professionals must have to succeed.

Benefits:

Participants will be able to:

• Understand the key steps in the selling process and how to behave at each step
• Understand their own strengths and areas for improvement in the selling process
• Know the five major selling pitfalls and how to avoid them
• Know exactly when and how to ask for the customer commitment
• Listen better as a way of improving overall communication
• Emphasize “benefits” instead of “features”
• Use questions as the primary tool to uncover needs and problems
• Use questions to overcome a complacent buyer and break through the “status quo”
• Use questions to qualify buyers to ensure effective and efficient use of time
• Overcome objections in a professional manner
• Develop an effective personal or company sales system including processes and tools
• Maximize sales through cross-selling
• Effectively sell in a team setting
• Understand and work with different buyer behavioral styles

Sample Agendas:

NOTE: Each of the following standard sales training sessions relies on interactive input and will address specific company situations. In addition, each session can be further customized to achieve specific company sales training goals.

Basic Selling Skills
This half-day interactive session is designed to teach the tactics of effective selling.
Topics covered include:

• Overview of the selling process – moving a prospect from “interest” to “commitment”
• Pillars of successful sales presentations – key concepts
• Attributes of a successful salesperson; self-assessment instrument – personal discovery
• Sales pitfalls to avoid
• Listening as a skill
• Features vs. benefits; using “proofs”
• Roadmap for a professional sales call
• How to qualify prospects (selling to the decision maker)
• Using questions as a sales tool; determining prospect “highest value needs”
• Dealing with a complacent buyer; overcoming the status quo
• Overcoming objections
• How—and when—to close

Expanded Selling Skills
This full-day interactive session builds on and expands the topics covered in the Basic Selling Skills program. The concepts are expanded and can be applied to specific company situations using actual information and scenarios provided by the participants.
Additional elements include:

• Elements of an effective sales system
• Sales function and checklist
• Contact management
• Overcoming negative self-talk
• Cross-selling
• Team selling
• Exercises:
  - Draft a professional sales introduction < 40 words
  - List features of company offerings; develop “benefits” that correspond to “features”;
    rank
  - List “proof elements” for company benefits
  - List and practice sales call questions
  - List objections and offsetting benefits
  - Draft 30-50 word description of product or service to be used as an introduction to
    company

Expanded Selling Skills With Practice and Coaching
This two-day session is customized using company-specific examples, challenges, and opportunities. Participants have the opportunity to practice and receive personalized coaching on the topics covered on the Basic and Expanded Selling Skills modules.
Additional elements include:

• Understanding and working with buyer behavioral styles: Expressive, Drivers, Analytical, Amiables
• Sharing “best practices”
• Implementing a sales plan with goals and accountability
• Ongoing professional sales development
• Sales vs. Marketing
• Exercises:
  - Sell-Buy-Observe exercsie
  - Develop and use a 90-second close
  - Listening exercise: % of "talk"
  - Beliefs exercise: Self and prospects
  - Understanding self and others using the DiSC behavioral profile (optional)
  - Role-playing opportunity

Mini-Workshops
In addition to the full programs listed above, the sales team may consider including mini-workshops (1-2 hours each) as a supplement for ongoing professional development and for reinforcement of skills learned. These mini-workshops focus on key elements of selling:

• How to "Close"
• Using Questions to Sell
• Sales System Elements and Checklist
• Working With Independent Reps
• Features vs. Benefits
• Overcoming Objections
• Sales Force Automation
• Sales vs. Marketing
• "Selling" for Customer Service Staff

Time Frame:

Two hours to two days.

This unique program represents one of many sales training options we offer. Please ask us about our other sales training offerings that may fit your organization's requirements.

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