Sales is possibly the most important function of any business, and yet ironically, staff are the least equipped in their daily activities. No wonder 80% of sales people fail after the first two years. Think about this fact. Engineers studied engineering, doctors studied medicine, accountants studied accounting, and lawyers study law. But what did salespeople study? It wasn't sales! To date, no university in the world teaches sales. To further compound this problem, the concept of business to business (B2B) sales is relatively new to China. Just ask your Chinese sales force how many of them have parents who were also in sales.

Who should attend: This course is designed for local Chinese staff who want to excel at sales. It is built on the proven success of the ClarkMorgan book, 'Peng! Negotiating with Chinese Characteristics', which is published by John Wiley & Sons, Singapore.

* Note: This course is also available for Procurement Negotiations

DAY ONE

Introduction

- Sales Myth #1: The salesperson 'closes' the deal
- Sales Myth #2: B2B sales

 

The Target Aquisition Equation

- Needs + Features = Benefits
- Goodwill + Reputation = Trust
- Trust + Reputation = Agreement

 

Needs

- Differentiating between 'Wants' and 'Needs'
- Defining the most common Needs in your industry by creating a 'Needs Audit'
- The Funnelling Technique to uncover Needs
- Role play: Finding your partner's Needs
- Using alternative sources of information to find your client's Needs

Features

- Understanding the difference between 'Features' and 'Opinion' and undestanding what convincences the client
- Creating a 'Features Audit'
- Highlighting weaknesses in your current Features portfolio

 

Benefits

- How to link Needs with Features to make your offer attractive

Goodwill

- Making your client feel at ease
- Mirroring and Matching
- The power of Reciprocity

 

Reputation

- Increasing the likelihood of success
- Finding and influencing Key Opinion Leaders (KOLs)
- Finding and influencing Key Internal Influencers (KIIs)

 

Trust

- The reason why people buy from us

Agreement

- Getting to 'Yes', without concessions

DAY TWO

The Sales Meeting

- Supporting, rather than arguing
- Identifying the competitive situation and analyzing the strengths and weaknesses of our company offer in comparison with competitor’s one - Matching the needs of the customer to the features of your product
- When to introduce the price and how to maintain your margins
- Role play: sitting down with your client
- Recording information for your Client Relationship Management (CRM) System

Your Client Relationship Management (CRM) System

- Getting the most out of your system
- Common mistakes made by management in using their CRM system

 

Defining a customer’s need

- Analyzing what motivates the customer to buy.
- Creating customer needs
- Questioning technique (Funnelling) – How to induce decision making without giving orders
- Using a customer’s objections against them
- Discussing the most often faced or most difficult objections
- How to induce decision making, practicing the conclusion techniques
- Getting cooperation

 

Working on cases

- Role plays will be conducted based on such cases to practice new skills acquired

Individual plan of action

- An individual action plan is prepared by each student to ensure that the knowledge and skills developed during the program are applied to their work
- Building a Customer Relationship Management (CRM) system.