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The Marketplace Situation |
The term consultative selling has been around for 25 years. Yet never has this skill been more important than in the age of information-based selling such as category management. Account managers must gain detailed knowledge of their customers’ business needs and objectives. An information “dump” to a customer is useless unless the information is concisely targeted to meet the customer’s unique needs. |
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The Compass Solution |
Consultative Selling
Skills provides account managers the ability to penetrate customers and
identify each positions’ needs. They learn to determine such critical facts as who
makes the decisions, how they measure category success and what help they need from
manufacturers. This is the critical skill needed for a successful category
management relationship. Workshop participants understand what is involved in transforming a sales call into a problem solving opportunity. They learn how to listen for ideas and perspectives as well as needs during the needs identification process. They practice the skill of offering category building ideas in addition to products and services. And they learn how to apply problem solving skills in managing the inevitable resistance that occurs when presenting ideas. Videotape is used extensively in simulated selling situations as a way to practice the skills learned. “Sales calls” are conducted in role-play situations that are developed specifically for your business. The cases are customized to reflect realistic situations. |
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Workshop
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As a result of participating in this
workshop, participants will be able to:
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Program
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The workshop length is three days.
During the three days each participant has the opportunity to make two videotaped sales
calls to practice the skills of needs determination and presenting a category management
solution. The three days can also be configured as a one-day overview followed later by two-day applications workshops. This often works better for larger groups. The workshop size is 12 participants. This allows the videotaping to be done in two groups of 6 people. |
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Understand the importance of needs determination and
problem solving skills to the category management sales process;