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Tailoring and Reframing the Customer Conversation By FASTpartners LLC (Learn from Executives ~ How to Sell to Executives)

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Tailoring and Reframing the Customer Conversation

By FASTpartners LLC (Learn from Executives ~ How to Sell to Executives)

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© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected]

Customer Key Decision Makers (KDMs) are reluctant to trust and fully-engage B2B Sellers unless these marketers quickly demonstrate CREDIBILITY (“CRED”) during interactions, including conversations, presentations, and written communications. From the KDM’s perspective, CRED is earned when B2B Sellers demonstrate and offer:

• Tailored Customer Business Acumen • Business Curiosity and Understanding • Intriguing Unique Insights & Perspectives

CRED Training is designed and delivered by Customer KDMs to help B2B Sellers learn practical CRED skills and build confidence to demonstrate CRED competencies in interactions with KDMs in the field.

CRED Training is a client-sponsored 1-day onsite workshop for up to 20 participants. Participants are requested to bring to the workshop customer-specific business insights on a selected strategic account. During the workshop, participants work on this account as Sales Leaders participate as table coaches. Sales Leaders are also asked to provide coaching in the field during the 60-day CRED Training implementation period.

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CRED Training - Learning Outcomes

REFRAME the Customer Conversation

EXTEND and ELEVATE Customer Relationships

NEGOTIATE Objections and Influence Thinking

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 3

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CRED Training – 1-Day Workshop Agenda

Understanding the Customer KDM persona and perspective

Introduce/practice using the CRED Framework for:

Pre-call preparation Prospecting Changing/reframing the customer conversation Negotiating customer objections

Tailor conversations to extend/elevate customer relationships

Leverage the ACT Framework to negotiate customer objections

Call-to-action for implementing CRED Training in the field

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 4

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Pre-Work: Select a strategic customer account or prospect. Conduct limited due diligence and bring customer business insights to the workshop.

Attend a 1-day onsite workshop. Learn CRED skills, work on a selected customer account, and practice having CRED conversations with a Customer KDM.

Implement CRED Training in the field with Customer KDMs. Receive coaching and support from Sales Leaders during the CRED Training implementation period.

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© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 5

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Jack brings BUY-SIDE experience as a Fortune 500 Chief Financial Officer to the B2B SALES TRAINING Industry, which has been long dominated by training curriculum designed and delivered by SELL-SIDE marketers and educators.

His unique insights and perspectives into CXO buying/investing behavior have earned him top-ratings and are highly valued by many of the world’s most-admired B2B sales organizations including Honeywell, Bayer, PNC, Cisco, Experian and SAP.

For the last 15 years Jack has trained 12,000+ B2B sales executives and account managers at 100+ companies, mostly in the technology, financial services and information services industries. Participants in Jack’s training engagements have applied learnings in the field with their customers resulting in documented/attributed incremental revenue in the hundreds of millions of dollars.

Jack is an expert in helping sales professionals elevate their business/financial acumen and deepen their customer insights, particularly around the drivers of financial performance improvement. This, in turn, helps B2B sales professionals earn BUSINSES ADVISOR credibility with BUY-SIDE executives, leading to more sales.

In 2009 Jack designed the popular FASTcred™ Framework for becoming a BUSINESS ADVISOR to BUY-SIDE executives. In connection he co-founded a training firm called FASTpartners LLC where Jack and a team of 21st century BUY-SIDE CXOs leverage the FASTcred™ Framework to train B2B sales professionals on how to earn CREDIBILITY and become BUSINESS ADVISORS.

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 6

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FASTpartners’ CXO Facilitators:

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 7

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FASTpartners’ CXO Facilitators:

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 8

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Jack Dean

Managing Partner, FASTpartners LLC Learn from Buy-Side CXOs ~ How to Become BUSINESS ADVISORS

Tel: 770.595.5069

Email: [email protected]

Website: www.fastpartners.com

Blog: www.SellingFinancialValue.com

LinkedIn: http://tinyurl.com/4pybo4f

Twitter: http://twitter.com/#!/FASTpartners

© Copyright 2016 FASTpartners LLC. All rights reserved. Contact: [email protected] 9