EXECUTIVE EDUCATION

Selling on Value (and Not on Price)

Register Now: On-Line Application

Identify and Sell Value During the Sales Process

In a highly competitive sales environment, the tendency to compete on price puts increased pressure on margins and profitability. Too often, salespeople find it difficult to differentiate their companies from competitors in any way but price - but price-cutting is a losing proposition. This dilemma is faced by all business types – whether selling sophisticated high-tech products, intangible services, or individual/commodity products.

This seminar presents an alternative to competing on price. It offers instead, a framework to identify and sell value during the sales process. Understanding this will help you broaden your sales portfolio, create a greater degree of loyalty from existing customers, and establish techniques that eliminate the need to cut prices.

Who Should Attend

This program is intended for sales people with two or more years of sales experience and would particularly benefit those in the following functions:

• Sales Professionals
• Sales Representatives
• Account Executives
• Sales Managers

Key Topics

Value in the Sales Process

• Understand the environment we sell in and why the customer looks at price first
• Get the business, even when your price is higher
• Minimize price questions
• Learn alternative approaches to making the sale
• Create unique value propositions
• Know the concept of consultancy

Creation of Value

• The value chain and how it affects your customer, your customer's customer, and the entire sales continuum
• Interrelated sales opportunities
• Solutions to sales obstacles faced by today's sales professionals

Alignment Strategies

• Link goals to your customers
• Understand your customer's issues
• Learn techniques to profile your market and customer
• Easy-to-use account plans and relationship management tools

Create and Understand Common Interest

• Discover how to avoid getting blind-sided by someone in your customer's purchasing department
• Learn how finance people measure projects, and why projects get tabled or accelerated
• Position yourself and your company's resources to manage and sell to the complex customer
• Examine specific customer communities of interest

Plan Your Sale

• Understand the process your customer uses to make a purchase
• Identify who gets involved in the sales process
• Develop strategic account plans and creation of the customer's acceptance of your total value

Teaming

• Know when to seek assistance in the sales process - who really needs to be involved?
• Explore your team interaction with the customer - creation, implementation, membership, support, control and accountability
• Learn strategies for internal and external sales teams

Negotiate Using Value, Not Price

• Understand common dilemmas for sales professionals - from giving away too much margin to getting caught in price wars
• The selling process - many decisions, many concessions and many negotiations
• Look at the "big picture" and not just the immediate sale

Key Benefits

• Develop a thorough understanding of how to create value in the sales process

• Develop unique customer value propositions

• Become a sales professional who financially proves value

• Explore how to build or improve customer loyalty

• Learn to negotiate using value versus price

Program Leader

Jon E. Porter is President and Founder of PorterPro, LLC, which provides sales and marketing consulting to technology companies. Previously, he has held numerous field sales, national account management, sales management, and senior level sales and marketing positions. For 14 years, Jon headed sales and marketing training at Verizon (GTE). He has also worked with many domestic and international sales organizations to develop new skills and capabilities in dealing with complex sales issues. He is a member of the Professional Society for Sales and Marketing Training, a seminar leader for the American Management Association, and a trustee with the Marketing Science Institute in Boston. Jon has a Bachelor of Science degree in Political Science from the University of Houston.