Influencing Your Customer's Decision

Overview/Description
Target Audience
Expected Duration
Lesson Objectives
Course Number

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Overview/Description
Once the cause of the prospect's pain has been diagnosed, you must move on to the prescription stage. In this stage, you become a problem-solving consultant by helping the prospect spell out the criteria that will become the purchasing requirements. To be successful at this stage, you'll need to have a solid grasp of what differentiates your product from those of competitors. In this course, you'll learn to develop the solution to your prospect's problem in the form of criteria which will become the requirements for the procurement process. You'll learn to structure customer communication to avoid objections, and you'll learn to recognise and handle predictable concerns that arise as your consultation moves closer to the moment of decision.

Target Audience
Sales professionals at all levels, sales managers, sales team leaders, and executives aiming for higher performance

Expected Duration (hours)
3.0

Lesson Objectives

Influencing Solution Criteria

recognise the importance of being involved in the solution development stage of a customer's purchase cycle.

select the activities that signal when a company is making the transition from problem recognition to specifying a solution.

identify the goals for the solution development stage of the decision-making process.

select the actions a sales consultant can take to influence criteria for solution decisions.

Identifying Differentiators

recognise the value of using targeted differentiators to shape the customer's purchasing requirements.

select the characteristics of targeted differentiators.

match the two types of differentiators with examples.

select the strategies to strengthen fuzzy differentiators.

Objection Prevention

recognise the value of preventing objections instead of simply handling objections in high-value sales.

select the ways to reduce or prevent objections.

identify the most probable customer responses to excessive presentation of features or unfocused benefit statements in high-value sales.

match the decision-making phase with the best ways to align feature and benefits.

Predictable Buyer Anxieties

recognise the importance of managing buyer anxieties.

identify the common anxieties experienced by buyers as the buying decision approaches in large sales.

select the strategic objectives for the anxiety-management phase of the purchasing cycle.

identify the ways to manage buyer anxieties as the customer nears a decision point.

Course Number:
SALE8144