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Strategic Customer Development

By David Boyce of Active Performance Solutions

Overview:

'Strategic' Customer Development program is focused on advancing sales success through equipping participants with a Strategic selling approach founded on proven knowledge, skills, strategies and tools that will build interdependent customer relationships. Plain and simple, business is continually changing and adopting a strategic approach to customer development increases your capability for selling effectiveness, business results and profitability. Participants will learn about the three levels of Value and their impact on customer relationships and sales success. Explore and clearly identify the key strategic roles they need to play within their customer organizations and know how to identify the power network within each. They will learn how to segment and classify their customers and create profitably Customer development plans.

The program is customizable to be completely relevant to each client's specific needs and the positive outcomes they desire. Our highly interactive approach engages each participant in a process that integrates theory, practice and reflection, ensuring the immediate transfer of learning to their workplace and unique sales situations.

Active Performance Solutions 'Make It Happen' Sales programs provide great value on their own or can be integrated with an existing internal training initiatives, to enhance the learning and impact. Outcomes from programs can be linked to your performance review process.

 

Length:

1 Day

 

Format:

All Programs are customizable to be completely relevant to each client's specific needs and the positive outcomes they desire. Our highly interactive approach engages each participant in a process that integrates theory, practice and reflection, ensuring the immediate transfer of learning to their workplace and unique sales situations.

 

Key Learning Points:

- Program Objectives -

  1. To provide a dynamic learning opportunity for the participants to immediately apply their learning within the training environment through a highly interactive and personalized learning & reflection approach.
  2. to connect participants to the value and skill of 'Goal Directed" Thinking and create a concise understanding of the value in the steps of their organizations sales process. (OR create a process during the program).
  3. Explore the Customer 'Value' Dynamic and the opportunities for enhanced customer relationships. Real customer examples are utilized to drive home the learning.
  4. Identify the Strategic 'Sales Roles' for customer development inclusive of key competencies and actions. Participants create a personal SWOT for their effectiveness within the sales roles.
  5. Complete detailed Strategic 'SWOT's' for real customer examples.
  6. Participants will conclude the program and return to the workplace with a new desire for implementing positive change. They will use a plan of action and valid measurement criteria.


- Primary Learning Models -

  • 'Goal Directed' Thinking
  • 'Client' Sales Process
  • 'The Customer Value' Dynamic
  • 'Strategic' Sales Roles' Model
  • 'Strategic' Customer Analysis
  • 'Strategic' SWOT's'
  • 'Strategic' Customer Plan

 

Customizable Points:

- Deliverables -

  • Client consultation and assessment of needs
  • Pre-program assessment of Sales personnel
  • Pre-program assessment of readiness for change (Optional)
  • Customized Program kit of all models, worksheets & practice forms
  • 'Strategic' tools for Customer Analysis, SWOTs and Development Plans
  • Customized participant Workplace Application Plans
  • Program publication and photographs
  • Post-program satisfaction and impact assessment

 

Additional Information

- Typical Agenda -

  • All program agendas and materials would be finalized as customer needs dictate. top-level general outline is provided as a guideline only.
  • Opening and Motivational Wake-up, inclusive of 'Goal-Directed' Thinking model
  • Review the clients 'Sales Process' and connect participants to their responsibility and ability to positively contribute
  • Explore the Customer 'value' Dynamic to create understanding of why your customer relationships reside where they do
  • Introduce the Strategic 'Sales Roles' model and a small group exercise to identify the participant's roles, key competencies and actions within each. Personal SWOT completed by each participant
  • Small group exercise to complete 'Strategic' Customer Analysis on a variety of real customer relationships
  • Complete Strategic 'SWOTs' on some real customers to obtain a detailed view of your customer relationships, market, competitors and identify real development opportunities.
  • Participants will use the learning from the 'SWOTs' to create real customer 'strategic' Plans
  • Close the program with Team and Personal commitments to the Strategic process and with each participant completing a Personal workplace application plan that clearly outlines their plan of action and valid measurement criteria.

- Outcomes -

  1. Participants will be fully introduced or reconnected to the process of 'Goal-Directed' Thinking as a key process for sales success.
  2. Sales people will understand their responsibility and opportunity to positively contribute throughout the steps of your 'Sales Process' or the process that was developed during the program.
  3. Participants will understand the Customer 'Value' Dynamic and strategies for improving the customer value relationship.
  4. Identify the participant's roles, key competencies and actions within your Strategic 'Sales Roles' Model. complete personal SWOT for improving expertise in each role.
  5. Participants will have completed a 'Strategic' Customer Analysis, inclusive of the Strategic 'SWOTs' on a variety of customer relationships, identifying opportunities and actions for customer 'and new prospect development.
  6. Participants will understand how to utilize the learning and will have developed customer 'Strategic' Plans for their customers.
  7. Team and Personal commitments to the Strategic process with each participant completing a Personal workplace application plan that clearly outlines their plan of action and valid measurement criteria.