Implementing a Solution Selling Programme
The Client
A leading global provider of integrated information solutions.
The Aims
The mission was to ensure that every member of the European and Middle Eastern sales team was able to sell a complete portfolio of products in a situation where decision-making is shared by a number of influences.
Issues
This was a sales team operating in several languages covering a widely dispersed marketplace. Market share in traditional markets was high, but targets continue to grow every year.
The client wanted the sales team to build better relationships with existing customers in order to increase sales and build long term relationships. In addition the client wanted to diversify sales approaches to influence all parts of the decision making network.
The client also wanted their team to adopt a solution rather than product led approach.
The Solution
In order to achieve the objectives the following priorities were identified:
• Improve skills when dealing with prospects in different situations
• Develop questioning skills to uncover and stimulate customer needs
• Build proposals that emphasised value
• Understand and learn how to navigate complex buying networks
The sales team was divided into groups and an initial three-day workshop was designed. It involved a mixture of input and exercises focusing on the issues that influence buyer decision-making, enhanced questioning skills and presenting a value proposition.
We constructed a series of case studies from existing accounts and participants developed alternative packages and learned how to position proposals to maximise value.
The workshop was built around a series of role-play exercises designed to reinforce key learning and give participants the opportunity to practice new techniques. The cycle of input–practice–feedback helped participants match their behaviour ever closer to their objectives.
Immediately after the initial workshops managers and team leaders attended a half day coaching workshop where follow up needs were identified and management action plans were devised.
Two subsequent workshops focused on developing questioning and presentation skills. Each session was built around real client situations to ensure that learning was relevant. We used video to capture role play and participants were encouraged to share feedback.
Follow up
Managers were helped to conduct one to sessions with each participant to reinforce learning.
