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.
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
Who Is Really Being Displaced?
Not just the obvious competitor
Gathering Difficult Data
Advanced questioning techniques
Question design for participant’s accounts
How To Displace
Beating on existing criteria
Ensuring Real Agreement
Common causes of false agreement
Advanced ‘low-key’ closing techniques
‘Low-key’ objection handling techniques
Personal account action plan