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.
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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.
Duration
2 Days
Displacement Selling II – Course Objectives
Participants will learn:
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- 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
Progress?
Problems?
Discussion
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
Progress?
Problems?
Decisions
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
Overview