Kenya Coffee School Value Based Selling Training

Value-Based Selling Training Course Outline

Module 1: Value Based Selling

• What is Value Based Selling?
• Principles of Value Based Selling Methodology
• Value Based Selling Process and Techniques
• Differences and Similarities Between Value Based Selling and Value-Added Selling

Module 2: Value-Added Selling Philosophy

• Real Meaning of Value
• Value ADD-ITUDE
• Customer-Focused Value
• Seller-Focused Value
• Value-Added Selling
• Characteristics of Value-Added Salespeople
• Price Facts

Module 3: Critical Buying Path, Value-Added Sales Process, and Customer Messaging

• Paradigms of Buying
• Critical Buying Path in Value-Added Selling
• Value-Added Sales Process and its Strategic Overview
• Customer Messaging
• Value Added

Module 4: High-Value Target Account Selection and Target Penetration

• Power of Discernment
• Strategic Focus: Developing Market Savviness
• Tactical Focus: Targeting Specific Accounts
• Awareness of Your Profit Piranhas
• Account Penetration Rules
• Level I, II, and III Decision Makers
• How to Talk Like a Level I, II, or III Decision Maker?

Module 5: Value-Added Selling Strategies

• Customerising – as a Process
• Positioning – Seller’s Position in Buyers’ Mind
• Differentiating –Definable and Defendable Differences as a Seller
• Presenting – Personalising Your Message and Maximise Perceived Value
• Supporting – Supporting Strategies with Process and People Support
• Relationship Building – Cornerstone of Value-Added Selling
• Principles of Relationship Building
• Tinkering – Responding to Your Customers in their Doubts
• How is Tinkering Done?
• Value Reinforcement – Vital Components of Customer-Messaging Campaign
• Leveraging – Strategy for Maximising, Optimising, and Multiplying Efforts

Module 6: Value-Added Selling Tactics

• Canvassing –Process of Identifying New Sources of Business
• Getting Appointments – Four-Step Method for Getting Appointments
• Pre-Call Planning – Planning Your Sales Call
• Opening Stage – Impact Opening of Sales Call
• Needs-Analysis Stage – Analysing Buyer’s Needs to Sell Added Value
• Presentation Stage – Selling Three Dimensions of Value
• Commitment Stage (Closing) – Closing Sales on Right Time
• Handling Objections – Elaborated Ways to Respond to Price Objections
• Post-Call Activities – Conducting Post-Call Review