1. Relationship Sales Programme Course Outline INTRODUCTION The course emphasis is on the building of long term relationships with Key Customer and Influencers (specifiers). The programme places emphasis on how to sell the full value of your range of products and aftermarket spares and service, not purely product price. PROGRAMME AIMS To further develop the skills and knowledge of the Sales/Marketing teams in: The Building of a Business Relationship Selling in Depth and Customer Profiling The selling of a ‘Valued Proposition’ such as “Total Ownership Costs” Maximising the sales income from a Key Account Effective Specification Selling and Project Tracking TRAINING OUTCOMES Key Accounts measured against an agreed Relationship Criteria Matrix Key Accounts mapped against the ‘quality’ of ‘their business’ and their ‘future potential spend’ Completed pre-call planning procedures using the ‘Sales Interview Plan’ Communication techniques to commit ‘the decision maker’ (specifier) to your ‘bankable savings’

2. Course Outline (Continued) DAY ONE UNDERSTANDING YOUR ROLE Value Chain Analysis Developing a Relationship Matrix Mapping your Key Accounts - value/potential Pre-call Planning - Networking Analysis (apply to value chain analysis) Developing the appropriate skills, knowledge, activities for a Project Sales Engineer and also an Area Manager Defining the Competitive Advantages (FAB’s) your company can offer a Key Customer

3. Course Outline (Continued) DAY TWO THE SALES SYSTEM (SIP) Projecting a Consultative Style/Behaviour Pre-call Planning – Family Tree, Influencers etc Sales Interview Plans-SIP Controlling the Interview (agenda/decision-making criteria) Funnelling using the SIP ‘Gap Analysis’ using the SIP ‘Commitment’ using the SIP ‘Closing’ using the SIP FOLLOW UP ACTIVITIES Complete Value chain analysis for selected customers Complete Potential/Value analysis for same customers Complete Relationship matrix for same customers Complete a Sales Interview Plan - Influencers/Adding Value - Gap Analysis (common Gaps in your industry) - Funnels - FABs for your product/service

4. Relationship Sales Contents Page Understanding your Selling Role1 –Types of Customer Relationships2 –Value Chain 3 –Relationship Matrix 4 –Mapping your Customers5 –Analysing the Group Interaction6 –Analysing the Interaction Pattern7 –Our Selling Role – Adding Value 8 –The Value of a Sales Hour9 –Relationship Selling Model10 –Strategic Sales Management11 The Consultative Selling Approach and S.I.P (Sales Interview Plan) 12 –Sales Interview Plan13 1.Pre-call Planning14-15 -Typical Behaviour Profiles16-19 2.Interest (Empathy)20 -Trust21-22 -Empathy23 -Credibility24 An Introduction to Gap Analysis Selling25 -Common Gaps in your Industry26 -Defining Gaps through Funnelling27 -The Performance Gap Model28 The Funnelling Process 29 3.Situation Questions (Situation Analysis)30 4.Leading Questions (Locate Gaps)31-32 -Funnel33 5.Closed Questions (Needs Analysis)34 6.Commitment to Gap35 7.Present Benefits36-37 -Linking Questions to Solutions38 -Features and Benefits Fact Sheet39 8.Close40