Marketing Nous

B2B Sales Training & Performance Improvement

Sales Training Brisbane Sydney Melbourne
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Are you selling what they want?

Time and again I see professionals and experienced staff making one of the dumbest errors they can. They might be an expert in their field, but they are making a rookie mistake when it comes to selling.

The result of their inappropriate behaviour is that sales opportunities slip through their fingers

Warm prospects who should have been wrapped up as new clients don’t really tune in to what is possible.

Prospects who were interested in hearing more about what was being offered at the beginning of the sales conversation, end up feeling frustrated and not seeing the point in proceeding.

Missed revenue opportunities

What is happening in these situations is that the seller is focused on what they have to offer.

In fact, the root of the problem is the seller is so absorbed about what they have, that they don’t pay sufficient attention to what their prospect really needs.

When you are talking with a prospect, or discussing new options with an existing client, remember it is not about you.

And it’s not about your services.

It’s not about your products.

And it’s definitely not about what you want.

It is important to always stay focused on what your prospect is looking for. What do they want?

Reflect and consider:

  • What problem do they have?
  • What are they trying to achieve?
  • What do they want to avoid?
  • How will they measure success or progress?
  • Who else does this situation involve?
  • Other factors relevant for your prospects situation…

During your sales conversation be sure to get clear answers to these questions. Then you will be able to determine what you can do, or offer, that will be valued by the prospect.

Use your SOX™ Question Strategy to get to the heart of what your prospects want and how they feel.

The key to winning more business more easily is to stay relaxed about feeling like you are ‘pushing’ your services or products. Manage the sales discussion so you fully explore the prospects requirements, and then make the transition to present what you think is a suitable recommendation.

When preparing for your sales discussions take time to consider how you will ask the questions noted above. Think about what you are really selling.

It’s not your services you are selling … it is an outcome for the prospect.

The outcome is what they will want to buy!

If you manage this exploration process properly before presenting your services or solution, your prospect will respect you for taking time to understand their needs, and will listen to what you recommend.

Remember, you can only sell what your prospect is willing to buy.

 

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Recommended for Sales Leaders

Watch the presentation full size and download the key point worksheet

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As featured in Sales & Marketing Management magazine cover story

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Overview of client feedback

The week following the 2-day training, the team had already commenced implementing some of the learnings from Stuart’s training.
Camille Johnson, CEO

Sales figures have increased by 20% on last year to date!! The team also continue to pick up new customers.
Sharyn Moran, General Manager

Our sales results have increased since incorporating Stuart’s sessions into our sales conference and this has been during a downturn in the market.
Justin Zakaras, National Sales and Marketing Manager

The content of the sessions was customised to suit our customer interactions, with a lot of preparation on the part of Stuart.
Dr. Sunil Kadri, Head of Sales and Business Development


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Thank you so much for a brilliant session on Thursday. I think the format and content was ideal.
Rennie Colston, Sales Director

We had a very positive result from involving Stuart in our Managers Conference last year.
Russell Varley, Human Resources

The training got us thinking more strategically about how the business is structured. It has really built our capabilities as a management team.
Mia Graham, General Manager


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Stuart was patient, flexible and knowledgeable. He took the time to truly understand our business.
Helen Zwicker, Executive Officer

The best thing is that I now have a road map of specific marketing activities that can be implemented with confidence.
Donna Cazzolato, General Manager Sales and Marketing

The participants immediately felt engaged as Stuart demonstrated his understanding of our needs and challenges.
Frederic Vanhove, Principal Engineer, Pacific Delivery


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With only one day we had a lot of material to cover and Stuart created a positive learning environment for all involved.
Kylie Kinsella, Sales Manager Australia & NZ

Bad ideas are expensive in business however with Stuart Ayling, it was money very well spent.
John B. Lonergan, Sales Manager


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By the next week, sales of this product had doubled from 10% of all new sales to 20%. The extremely cost effective session with Stuart paid for itself within the first week.
Maria Triggs, General Manager

We have already seen a new client on board as a result of the two-day workshop.
Mark Mahoney, Managing Director


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Stuart put the sales training across in a way they could accept as a part of our service offering with out them feeling like “salesmen”.
Gary McDonald, Managing Director

We were impressed by the approach of Stuart and the simplicity of the program without the hype generally associated with these courses.
Dirk Kuiper, General Manager


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Read the latest on the blog

  • How to manage sales negotiations – will AI help? Jan 26, 2021
  • How to say ‘No’ to clients and still have them buy May 18, 2020
  • Recruiting a sales person? Stop, until you have done these three things Nov 28, 2019
  • Understanding the emotional experience of clients Aug 1, 2019
  • What does your sales team really need to learn? Apr 29, 2019

About Marketing Nous

Marketing Nous was established in 2000 by Stuart Ayling, Director and Chief Sales Strategist. Stuart works  with expertise-based businesses to develop customised sales training and … Read More >>

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PO Box 5320
Daisy Hill QLD 4127 Australia

Tel: 0407 588 468

Email: info [at] marketingnous.com.au
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