When proposing a complex service or solution, one must take into account that on the other side is an increasingly informed and knowledgeable person who is looking for answers to specific problems and does not have time to listen to generic proposals.
It is therefore imperative to be able to connect with the client's level of knowledge, guiding them in making informed and confident decisions, despite the complexity of the
solution or the intangibility of the service.
Through an analysis of the basic steps of a valuable sale, the course takes you through the discovery and use of the most established operational tools, with the goal of positively connecting with buyers and developing targeted offers, supporting and guiding the customer toward the conclusion of his or her buying process.
- Know the steps in the process of enhancing the value of a complex service and solution sale
- Making a service tangible by analyzing the expectations of a complex decision-making group
- Construct structured and valuable arguments aimed at supporting the proposed solution
- Possess negotiation skills to move their proposal forward
- Knowing how to close the sale by building customer loyalty
- Accounts, salespeople with responsibility for selling services and solutions
- Sales agents and sales technicians in charge of selling services and solutions
Evolving role: being a valuable advisor
- Inspire trust, communicate professionalism, develop credibility, be helpful
- Develop strong personal branding and create deep relationships with their clients
- LinkedIn and personal branding: strengthening visibility, cultivating relationships
Buyer Personas: defining the characteristics of customers to attract, engage, and retain
- Definition of Buyer Persona
- Identify profiles corresponding to their target customers
- Attracting qualified prospects
- Increase the rate of closing negotiations and shorten the sales cycle
THE 5 STEPS FOR EFFECTIVE VENDATION OF SERVICES AND SOLUTIONS
STEP #01 | Analysis
- Value Proposition Map: understanding what services the customer is likely to purchase
- The client profile: tasks, obstacles, benefits
- The value map: products, required services, difficulty reducers, benefit generators
STEP #02 | Interview
- The construction of a structured interview
- From needs analysis to understanding the expectations of different stakeholders
- The analysis of a decision group through the Complex Decision Makin Unit
STEP #03 | Topic.
- From the traditional approach to building an argument for advantage and value
- The enhancement and monetization of the proposed solution
- The proposed service: the benefits for each actor involved in the negotiation
STEP #04 | Negotiation
- How to sustain and defend your value proposition
- From distributive to integrative and collaborative approaches
- Operational tools for managing discounts and supply conditions
STEP #05 | Closure
- How to anticipate closing times through skillful use of questions
- The analysis of return on investment
- The final synthesis and preparation of a cross and up selling action plan
Exercises
Through a case study, it will be possible to immediately use more established operational tools and techniques for selling complex services and solutions in a highly interactive manner.
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