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

The Challenge of Sales – Strategic Market Cultivation

Selling is often described as the “engine” of a company – and not without good reason. Even groundbreaking innovations, the best products and the most beautiful styles are only ever reflected in the books if they are then sold. Although the trading and commercial landscape is currently going through a marked upturn, countless producers are being subjected to extremely tough competitive conditions in their respective industries. The issue of price and conditions frequently plays a central role in this. Companies are still buying market share and orders through aggressive pricing, with the bitter result that margins are lower and revenues eventually insufficient. To get round this, it is unavoidable to make changes in the way markets are developed. I will be showing you how you can use precisely this situation in an effective way that will strengthen both your company’s own market position, and your position personally.

Target audience:

All sales staff, e.g. internal sales staff, sales force, key account management and sales management

Objective:

After this workshop…

  • You will know how to grow your business successfully using strategic market cultivation despite saturated markets.
  • You will be in a position to anticipate realistic and competent potential turnover using easy-to-research benchmarks of your partners.
  • You will be able to cleverly manage and defuse energy-sapping discussions over price with visualisations of the overall value package.
  • People running departments with responsibility for customers will possess the methods and tools necessary to lead their customers strategically to success.
  • The efficiency of your market cultivation will change significantly for the better.
  • Customer visits will be transformed into structured, high-quality customer appointments – with the associated results.

Choose from the following focus topics:

  • Pinpoint potential analysis with exemplary market and customer skills
  • Negotiating on equal terms – and increase your closure rate
  • Figures, data and facts – how I work with them, and what I infer from them
  • Strategic customer management for mutual success
  • Demonstrable sales success by focussing clearly on customer benefits and USPs
  • Meticulous planning – a clear success factor; forecasting, customer and budget planning and monitoring
  • Strategic development options
  • Customer segmentation – prioritising – focussing
  • High-quality customer appointments rather than visits – and professional preparation as their necessary basis
  • Type-appropriate communication – who exactly is that sitting across the table from me?

Duration:

Two days minimum, depending on individual topics selected and focussed upon in greater depth

Information and registration:

The precise content of the training session is defined after the 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).

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”

Duration:

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.

Duration:

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