EXECUTIVE EDUCATION

SMU Cox Executive Education

Selling on Value (and Not on Price)

Key Topics

Register Now: On-Line Application

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

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