Displacement Selling Part II

Any account that gives you a good share of their business is a target for your competitors. A classic error is only to focus on obtaining market share from those that are not yet giving a significant market share. There are a number of other classic errors in defending market share. We must develop effective defensive strategies.  Correct analysis of the decision process allows salespeople to develop effective strategies. Effective networking builds business.

We must also develop and improve our attack strategies.


Organisations are becoming increasingly complex. That often means the decision-process becomes more complex. More people become involved, often with conflicting interests and varied motives. It is not enough to have good skills, we need to be able to analyse the situation and plot the right actions, at the right time with the right people.

Professional salespeople build their network, this yields results, and information that aids results, over a long period. Classic errors are either not to build a network or to build a network that is too wide and unworkable. We must also develop and review our attack and defence strategies.

This stimulating and practical course provides participants with the key skills and tools they need to develop effective sales campaigns. It also builds on the skills developed in previous Displacement Selling courses.

Who Should Attend
Those who have attended Displacement Selling Part I.

2 Days

Displacement Selling II – Course Objectives

Participants will learn:

    • have the opportunity to discuss and develop the account plans started in Displacement Selling I
    • learn the key issues of defence and the common errors when defending market share
    • learn the key issues of defending market share and will develop action plans for their nominated accounts
    • learn how to use a variety of techniques in defence and develop their advanced listening skills
    • how to analyse decision processes and understand the characteristics
    • how to predict actions in the decision process and develop action plans
    • learn how to develop an effective network in larger accounts


Displacement Selling II – Course Outline

Review Of Displacement Action Plans

Defending Market Share
The Marketing Warfare model
Common errors in defending market share within particular accounts

Defence Steps
Defence intelligence
Ring fencing accounts
‘Attacking’ competitors
Personal account action plans

Techniques And Style
Advanced techniques for defence
The style of attack
Active listening
Using ‘listening techniques’ in defence and attack
Personal account action plans

Review Of Account Plans

Decision types
Targeting different decisions
Plotting the chain of decisions
Decision structures
Personal account analysis

Players In The Decision Process
Roles in decision-making
Types of power
Perception status
Personal account analysis and action plan

Networking Principles
The advantages of networking
Identifying the potential network
Obtaining introductions
Cultivating the network
Personal action plan

Displacement Selling Part I

Having tried ‘normal’ sales approaches there are often people/accounts who fail to respond. Displacement Selling explores other reasons and approaches to increase market share or penetrate a new market. Participants are asked to bring problem accounts with them.


We must fight for market share. This means we must use excellent selling skills and effective strategies. Customers’ being friendly does not mean we have improved market share. We must ensure agreements result in real action. This requires additional skills.

We must ensure orders are placed when we are not there. This means classic closing approaches have limited effectiveness. Prospects may ‘agree’ with you, only to change their minds after the meeting has finished. We must therefore ensure real agreement.

This practical and thought-provoking course provides participants with the key strategies and skills they need.

Who Should Attend
All salespeople with at least six months experience.

2 Days

Displacement Selling I – Course Objectives

Participants will learn:

Displacement Selling complements their existing knowledge

    • how to analyse underlying Displacement issues
    • how to understand the key issues of the ‘real’ competitor
    • how to obtain difficult data
    • new perspectives and advanced techniques in Displacement
    • how to ensure agreement that is carried through into action


Displacement Selling I – Course Outline

Where Does Displacement Selling Fit In?
Use with other sales approaches
Marketing Warfare Models
Displacement Selling Steps
Marketing concepts in the sales process

What Is Really Being Displaced?
Other issues apart from product/service
Common pitfalls

Who Is Really Being Displaced?
Not just the obvious competitor
Competitor analysis
Common pitfalls
Missed opportunities

Gathering Difficult Data
Advanced questioning techniques
Delicate questions
Question design for participant’s accounts

How To Displace
Segmentation concepts
Beating on existing criteria
Changing priorities
Personal Benefits

Ensuring Real Agreement
Common causes of false agreement
Advanced ‘low-key’ closing techniques
‘Low-key’ objection handling techniques
Personal account action plan