Workshop: Strategic Sales & Customer Management

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This 2-day workshop is for senior sales executives who want to explore more advanced techniques for selling to more sophisticated corporate customers and for managing these relationships to create outstanding sales performance.

Element	Content	Detail
Customer Insight	How do our target customer’s buy?	All customers are equal, but some are more equal than others. We therefore need to understand how our most important customers make buying decisions. These insights will allow us to focus sales effort on areas of best business opportunity
Value Propositions	How do we create customer value?	Customers are interested in what the seller can do for their business. Sales executives must therefore create unique value propositions for each customer that meet their specific requirements.
Sales Strategy	How should we engage our customers?	Our customer understanding allows us to create a sales strategy that puts us in front of the right customers, at the right time, doing the right things. This strategy may include key account planning for larger corporate customers
Key Skills & Behaviours	What do we need to be good at?	There are a number of skills and behaviours necessary for strategic sales over and above the basic selling skills These higher level skills include such things as internal consultancy skills and key account planning.

This workshop will be led by Rennie Gould who has a Cranfield MBA, and who has worked with some of the
most important sales organisations in the world including Nokia, Ford, Axa, BT & Mercedes-Benz.
He has also been a visiting lecturer at Bristol & Cardiff Business Schools