Account Strategy for Major Sales

29-09-2019 - 10-10-2019 5800 Abu Dhabi

 

Course Introduction:

 

The program is aimed at individuals and/or teams that need the right mix of skills, processes and tools to win more opportunities. Built around a business simulation that recreates a competitive sales opportunity, delegates compete to devise and execute strategies and tactics that win the deal. Ultimately, it’s what delegates do face-to-face that wins or loses them the business - just as in real life.

 

To give you:

  • practical techniques with which to understand and influence the customer’s decision drivers: reinforcing the needs you can meet and redefining the ones you can’t
  • tools for analyzing and handling the competition by maximizing your differentiators and minimizing theirs
  • mapping for the DMU, showing who to speak with, in what order and about what issues
  • the means to record where you are in the opportunity, plan what to do next and develop tactics to do it
  • Methods for preventing losses late in the sales cycle.

 

Course Objectives:

 

By the end of the program, participants will be able to:

  • Create better access to the real decision makers and better verbalize their value proposition and business case
  • Be able to describe the psychology of customer needs
  • Navigate the DMU more effectively
  • Demonstrate a proactive win strategy and be better prepared to handle the competition
  • Describe their progress in the opportunity with clearer objectives around what to do next
  • Pre-handle and manage late-cycle concerns.

 

Who Should Attend?

 

Highly appropriate for sales managers, account managers, sales executives and any other specialists tasked with the management of long- cycle sales involving multiple influencers/decision makers, strong competitive activity and a perceived risk for the customer of making the wrong decision.

 

Course Outline:

 

The Buying Cycle

·         The psychology of complex buying behaviour.

 

Account Entry Strategy

·         How to map the decision making unit so that you are talking with the right people, at the right time, about the right issues.

 

Decision criteria

·         How customers arrive at the decision criteria they use.

·         How to influence the criteria in your favour.

 

Competitive Analysis

·         Principles of competitive advantage and ‘hard’ and ‘soft’ differentiators.

·         Buying criteria – how customers evaluate competitive offerings and how you can influence their Decision Guidelines in your favour.

 

Customer concerns about risk

·         Why sales stall close to the decision.

·         Why selling skills don’t help you at this stage.

 

·         How to resolve concerns to your advantage.

 

Course Methodology:

 

A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation

 

Course Fees:

 

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

 

Course Timings:

 

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session

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