Programme Overview

These series of   workshops are designed to equip small business owner/managers with an understanding of how to design a sales process which will help them to identify and qualify customers, generate leads, manage the sale pipeline and secure referrals.  They are designed to allow participants to gain an understanding of what it take to gain customers and to manage their business to the point of sustainability and growth.  It will look at the way to do this in a challenging economic environment and will provide key tips for cost effective sales activity.

This programme will also introduce participants to the key principles of sales management, demonstrate how these can be applied to improve the sales effectiveness and their company’s performance.  This programme will lead to increased awareness of the techniques, terminology and processes involved in developing sales strategies.

Programme Aim:

On completion of this programme participants will:

• Have an understanding of the principles of successful negotiating and sales and work towards developing a personalised Sales Action Plan
• Understand the different types of consumer buying behaviour and the buying decision process
• Understand the customer service experience and generate sales from excellent customer service
• Transfer customer enquiries into customer sales and establish a profitable relationship with every customer
• Understand how to assess market opportunities, conduct market research for potential buyers
• Develop skills and techniques in selling and closing the sale
• To provide guidelines on achieving a professional sales approach to business development
• To facilitate the delivery of the selling process in a formalised manner
• To gain an enhanced understanding of the link between sales and marketing
• To explore Customer Relationship Management

What do we need to know before we embark on the ‘Sales Process?’

• How to Treat Customers
• Essential Skills for Sales Influencing and Negotiation
• Communication Skills
• Qualities of a good Sales person
• Strengths of the business analysed
• Creating Customer Value

Sales Process

• Stages of a Sales Process
• Sales Funnel
• Sales Pipeline for an SME

Sales Self Mastery

• Overcoming a fear of selling
• Steps in the sales process
• Effective questions that can be used to develop an understanding of the customers motivational drivers and aspirations
• How to articulate and speak convincingly about your product/service
• How to handle objections easily and accelerate a sales
• How to gain access to the decision makers in the sales
• How to close the sale and get the commitment from the customer

Client Relationship Management

• Building on Customer relationships – Generating sales from excellent customer service 
• Constantly keeping customers informed about what product and service offerings are available
• Improve the conversion ratio – enquiries into sales
• Identifying service problems directly and spending time with customers to solve problems creatively
• Establishing business relationships with clients to act as a platform for future sales and two way communication
• Effective networking with key clients

 Sales Planning

• The importance and detailed content of a sales action plan
• Identifying potential customer – drawing up a list of suspects/prospecting
• Qualifying real prospects and assessing customer needs
• Development and design of an effective sales plan
• Structure a cold call to effectively generate results
• Use influencing and negotiation strategies and tactics
• Analyses of sales plans and ensure best practice going forward
• Implementing sales strategies

Post workshop activity:  Design and development of an effective Strategic Sales Plan on a limited budget

Delivery Methodology

This course is made highly participative by the use of a variety of learning techniques.  They include group discussions, feedback, exercises, tailored case studies and role plays to allow the participants to apply the learning on the training workshop.   Optimum will use a variety of learning techniques and development interventions including the use of practical case studies relating to SMEs, tailored role plays with observer reviews and simulation exercises and presentations.  Offsite activity includes suggested further reading and action planning.