This course will equip salespeople with the necessary knowledge and competencies to sell effectively in a highly competitive market where products and services are highly commoditised and differentiating them becomes increasingly difficult. Salespeople who especially supply products which are non-strategic to their B2B customers face very tough challenges. Selling features and benefits no longer works for them. Emphasising after sales service and other value-added support often falls on deaf ears. When price becomes the key consideration of such customers, it is time to change your selling strategy.

The way to succeed with such customers is to transform yourself from being a vendor of non-strategic products to being a solver of important problems faced by the customer. Once customers see you as a strategic salesperson, you become an important ally to be retained and an asset to be cultivated.

Learning Outcomes:

Have a clear understanding of the varying buying behaviours and expectations of different B2B customers in today’s competitive environment

Understand why features and benefits selling no longer works and can in fact do more harm to you

Increased knowledge and confidence in going beyond value selling and becoming an important asset to customers

Course Outline:

The challenges of modern selling

• Why traditional selling strategies and techniques are no longer effective
• The misunderstood wants and needs of B2B customers

Why B2B customers are misunderstood

• What B2B customers do not want from suppliers
• The misunderstood wants and needs of B2B customers

Planning the differentiated selling approach

• Designing the differentiated selling process
• Identifying the apparent and hidden pain points of B2B customers

Implementing the differentiated selling plan

• Going beyond features and benefits selling
• Targeting entry points and leveraging on multiple alliances

Exploring fresh differentiations

• Integrating opportunities with other firms
• Investing in and transforming structure and mindset from being a non-strategic supplier to being a special asset to your B2B customers

Who Will Benefit?

• All newly-appointed salespeople who wish to succeed in a highly competitive B2B environment.
• Existing salespeople who wish to update themselves and make a difference to their companies.
• Salespeople who wish to transform themselves from ordinary performers to B2B sales superstars.