EXECUTIVE EDUCATION

SMU Cox Executive Education

Selling on Value (and Not on Price)

Key Topics

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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