Course Length: 1 Day (Is condensed to 1/2 day when combined with Introduction to Sales Process)

Course Pre-Requisite: Introduction to Sales Process is recommended

Course Content:

 Part 1: Introduction & Overview

 Part 2: Value Selling & Differentiation

 Part 3: Negotiation Tactics #1-10

Detailed Description:

Part 1: Introduction and Overview

Traditional negotiation programs are buyer-focused and teach the buyer "how to get the best of the seller," a "Win-Lose" orientation. Savvy buyers know that sellers will often concede on price for fear of losing a sale or alienating the customer. Value Selling and Negotiation is "Win-Win" oriented and created for sellers. It emphasizes the importance of differentiation rather than negotiation. And if negotiation is required, that it be a "value trade" versus a concession.

Part 2: Value Selling & Differentiation

Sellers intuitively seek to demonstrate added value, but the message often falls on deaf ears, because the added value is based on the seller's concept rather than the buyer's concept of value. In other situations, the seller tries to differentiate his/her product or service by focusing on the competitor, rather than the buyer's needs. Value Selling & Negotiation teaches how to determine buyer values and utilizes a team workshop format to brainstorm buyer-focused differentiators for currently vulnerable sales situations.

Part 3: Negotiation Tactics #1-10

If negotiation is required, it should be a value trade rather than a unilateral price concession. Value Selling and Negotiation includes 10 tools or tactics for a seller to facilitate value trades and to maintain the high-value product/service position. The participants learn successful ways to handle the customer response, "Your price is too high," and they leave with an understanding of how to win the sale and get the targeted margin--the true mark of sales success.

Course Objectives:

To grow sales revenues and improve margins by: reinforcing the importance of thorough needs analysis and scope of services, prior to quoting a price; improving differentiation skills; explaining the difference between buyer and seller roles in a negotiation; giving sales people a "tool box" of options when pressed to reduce the price. The course is conducted in an interactive workshop format, and is equally appropriate for telephone or face-to-face sales situations.