People Buy Products from People They Value and Like
Basic Module I

Target audience:

Traders, salespeople and private individuals seeking to market a product, service or themselves perfectly. Because youare always the principal character!

Objective, content:

There is always a vast amount of unseen work, time and money behind any product, service or trade. That’s why we focus on these hidden but crucial activities on a daily basis. We also know our product range, of course – after all, we will have reworked, presented and sold it countless times. Demands grow, and with them the challenges regarding the existence and progress of our company and ourselves personally. We kit ourselves out with sophisticated strategies or aggressive prices, increasingly often use social media advertising, and constantly think about how we could be redeveloping our business to be more successful. While we are trying to use all these clever approaches, though, we often forget one simple home truth:

“People buy products from people they value and like.”
We all have to deal with the topic of “sales” on a daily basis. No matter whether we have to sell products, services or ourselves as a person – in an interview, for example – the challenge is always the same. The great thing about this is that it has never been so easy to win points with your counterparts in such situations as it is nowadays: in an age when communication often only takes place in digital media, people are yearning like never before for an authentic and respectful human experience. Values such as attentiveness, appreciation, sensitivity and empathy form the basis of your personal sales success. It may sound obvious – but far too often, this rationale goes completely unused. The fact is, however – and always will be – that:
Deals are done between people, and people have feelings – so these are what you need to be reaching!

Key topics for this workshop:

  • People buy products from people they value and like – how you can develop that ‘liking’
  • Customer loyalty – in the era of e-commerce, more important than ever
  • Small gestures – great effect
  • Up-selling – the guaranteed sales multiplier
  • Communication to suit the situation – the foundation of your sales success
  • What makes my company/me unique – creating awareness of our USPs/customer benefits
  • My personal contribution to sales success – the way for me to secure my job
  • Dealing with objections – Asking – Listening – Reasoning with someone
  • ‘Team spirit’ isn’t just an empty phrase – it’s a necessity

Benefit to you:

Immediately after this workshop, you will…

… Be aware of your Unique Selling Proposition as a brand/person/service provider, and know how to use it efficiently in your sales pitch

… Skilfully balance the two axes needed to create a successful face-to-face personal experience – and communicate on an equal footing, irrespective of hierarchies

… Be able to create a “new” personal experience using sensitivity and empathy, laying the foundation for successful cooperation

… Know how to produce major successes using small gestures

… Understand perfectly the art of acting individually with different character types

… Learn that success is not rocket science – and that it’s just a matter of using three important virtues

… Know what the point of ‘team spirit’ really is, and how you can use it cleverly

… No longer view goals as something to be feared, but as a navigational aid

The Challenge of Sales – Success is Precision Work!
Basic Module II – ADVANCED

Strategic Market Cultivation – for the “Champions League” in Sales

If you want to manage sales successfully and achieve your company’s objectives, you need to be able to approach problems from a range of different angles. Doing this isn’t about having some magical winning formula, however; it’s the fine-tuning of your various different processes that leads to success. Thinking shaped by empathy, acting in a way oriented to solutions and customers, and outstanding market skills form an important basis for doing this. In the next step, it is crucial to analyse one’s own strengths and bottlenecks (internal and external), and to consistently implement the strategies worked out as a result. Other key success factors include professional personnel management and targeted training/further training.

Target audience:

Key account management, sales management, executive board

Key topics:

  • Strategic development options – choosing an expedient strategy
  • Strategic partnership in B2B
  • Analysing the current situation (analysis of environment, market and competition)
  • From vision to implementation
  • KPIs – the compass to success
  • Budgeting, forecast processes
  • Bottleneck strategy – achieving success with market niches
  • Defining target audiences
  • Deriving realistic goals
  • Product and range policy
  • Change management; how to make your employees enthusiastic about change
  • What it is that makes us unique – from offer to customer benefit via USP
  • How to create new markets – opening up “blue oceans”


Minimum of two days, depending which individual topics you select and focus upon in greater depth
How to create new markets – opening up “blue oceans”

Information and registration:

The precise content of the training session is defined on the strength of an initial discussion. The group will not exceed 12 participants in total.

To ensure the training remains sustainable, I work with a presentation designed to channel practical knowledge into the interaction in a targeted way. To complement this, I am always happy to offer participants advice and assistance via Skype, over the phone or by e-mail for the duration of the training (by prior arrangement).

Key Performance Indicators (KPIs)
The Compass to Success

Seminar description:

Hardly anyone likes them, and yet every businessperson needs them – the economic indicators that provide us with precise information about the efficiency, success and above all the size of the business.

By using these figures cleverly, however, we can also calculate parameters such as:

  • Market potential
  • Customer potential
  • Business development internally/externally (up to profitability)
  • Budgetary planning
  • Purchasing requirements and forecasting
  • Expansion simulation
  • Result simulations

You don’t have to be a mathematical wizard to use KPIs, however. On the contrary: it is entirely sufficient for you to engage with the wide-ranging subject matter they seek to explain, and understand the simple principles underlying them.

After this exciting workshop, you will be familiar with:

  • Key Performance Indicators (KPIs) in business management
    (sales, turnover, gross profit, margin, sales ratio, stock turnover rate, etc.)
  • Preparing a budget/purchasing/sales plan, etc.
  • Simulating a potential analysis
  • Evaluating and simulating a profit and loss account
  • The levers available to you to adjust profitability
  • Area profitability planning
  • Potential calculations

Target audience:

Any salespeople or sales employees jointly responsible for the commercial success of the company.


Minimum of two days, depending which individual topics you select and focus upon in greater depth