Sales Training
ICDL transforms organisations from good sales or solution sales organisations to great Value based High Performance Sales Organisations positioning Value comfortably at Executive level and through this creating differentiation and competitive advantage whether your customers are SMB's; Enterprises; Public Sector or Defence organisations.
THE BENEFITS OF THIS APPROACH ARE MANY AND INCLUDE:
- Take control of your sales pipeline
- Invest precious resource in only the best opportunities and grow EBIT
- Sell comfortably at the Executive level and increase customer loyalty and advocacy
- Increase Value for you and your customers through your channel partners
- Take Control of Tendering, Win Most of What You Bid, Reduce Costs per Bid
- Create Partnerships that drive business growth and customer delight
Click on the links below to see how ICDL can start to help your organisation today:
Selling to SMB's
The interaction between sales and marketing changes as the customer base being served moves from Consumer through SMB, then SME to Enterprise.
At the consumer level, the act of selling can be 100% driven by marketing. Think of buying from the web. You search out what you want to buy, you research where you want to buy you select the item, you then pay, the item is shipped, you get it delivered. Hey presto – zero sales involvement. As your target market migrates towards SMB, Marketing’s role changes to one of segmenting the customers by need, identifying the value the organisation creates and developing the value proposition for sales, who then deliver the messages face to face with the customer. As your target market moves towards SME, then the interaction of sales and marketing starts to cross over with sales taking the lead in the larger or more complex SME’s where a simple ‘one size fits all’ offering is no longer sufficient. By the time your market reaches Enterprise customers, every opportunity is different and sales take the lead for each opportunity in each customer with marketing taking on the role of strategic data provider and market analysts.
Specifically for SMB, selling is optimised when marketing create pull from the customer base and provide sales with the value proposition collateral and clear customer targeting to support and underpin demand creation.
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Related Workshops:
Selling to Enterprise
Enterprise selling is the most complex, yet ultimately potentially rewarding element of the sales spectrum. Most organisations however find it difficult today and getting more so as competition from non traditional sources increases by the day.
ICDL has specialised for over seven years in enabling our customers to sell reliably and rewardingly to enterprise customers. The ground rules are still the same - sell higher; identify opportunities earlier; and deliver more value than your competitors and success is assured. The problem is that everyone is now attempting to do this, so only the very best will succeed in today's tough markets.
ICDL's approach was developed from scratch in the year 2000 to address these new market complexities that only today are being fully understood and recognised. ICDL doesn't just tell you what to do, we show you. With seven years of field proven success behind us and many satisfied and hence, more successful customers under our belt, we are very well qualified to help you achieve these same, elusive for many organisations, levels of success.
The secret - know more, react quicker, be comfortable operating at the executive level and create more value.
Your organisation may or may not be set up today for success, but ICDL has great experience helping our customers large or small make this transition. It may involve some changes to the way business is done around here today, but these changes are necessary to enable you to prepare for the challenges of tomorrow and not just survive, but thrive.
Related downloads:
Related Workshops:
- Advanced Value Positioning
- Political Dynamics
- One-on-one Communications
- Group Dynamics
- Positioning Value over the phone
Selling to Public Sector & Defence
The Global Procurement initiative of most government and defence organisations has caused problems for many companies. Whereas previously the number of competitors for any give procurement opportunity was limited and everybody knew their competitor's strengths and weaknesses, that is no longer the case.
Now, with an open market policy, organisations have to work much harder for success. In fact the biggest difference is that government procurement has become much more like normal business procurement and as a result the way that sales are won has changed.
When was the last time you saw a completely unbiased tender? Or for that matter, when was the last time you influenced the contents of a tender. If your answers were 'recently' and 'never' in that order - you may find yourself in trouble very soon, if you are not already struggling.
So what needs to be done? It is actually very simple, once you recognise that you now have to treat government as businesses - get in early; sell to executives; evidence why you deliver more value for your customer in this opportunity than anyone else; ensure you influence the tender.
ICDL has seven years experience in the complex government and defence space enabling our customers to win more business, whether they are selling to a local authority, the NHS or the MoD/DoD. Find out how below.
Related downloads:
Related Workshops:
- Advanced Value Positioning
- Political Dynamics
- One-on-one Communications
- Group Dynamics
- Positioning Value over the phone
Selling through Channels
Creating the new pull marketing approach to Channel Distribution.
The channel infrastructure of many organisations is something that has grown organically over time. In many cases these have today developed into something of an anachronism, where no one can clearly define the purpose or value each channel offers either to the customer, or to their own organisation.
Given the aggressively competitive state of the marketplace today, this situation is clearly adding risk and overhead to most companies, and not performing the task that was intended, that of delivering enhanced value to customers and to their own organisation.
ICDL’s Business Acceleration process has recently added the concept of Channel Acceleration to the portfolio. This new approach takes a fresh look at channels, from the end user’s perspective, and asks the fundamental question: "what extra value is delivered to my customers using this channel as opposed to any other route to market?".
The answers are then mapped into a series of models now proving to be successful in Channel Strategy, that of eco partnering, or even multiple eco partnering.
What is the key difference between this new thinking compared to the ‘old’ way? The answer is simple. New thinking starts from the end user’s perspective, looking back through the various routes to market and asking the question “is there more value for me as the end user if I source through this route to market or that?”.
Having started to think this way, the rest of the process falls into place:
What do the end users really want?
What channel strategy will make end users want our offerings rather than our competitors, and why?
How closely do these answers map to our existing routes?
What do we need to change to make this better?
Take Intel as an example. Not that many years ago, end users bought personal computers firstly based on their perception of the quality (Brand) of the PC manufacturer first, followed by a decision on what software they needed to get their jobs done. The choice of chip manufacturer didn’t figure in the end user buying decision at all. Back then there were a number of chip manufacturers vying for market share.
Intel identified the eco system as a way to create net new demand at the end user level for their products and started a campaign to put the now well known Intel Inside concept to the forefront of people’s minds. They achieved this by paying all PC manufacturers to put the Intel Inside statement and accompanying sound into all of their TV/Radio Adverts, and got their logo and the words Intel Inside in every paper/non audio medium. The result? The PC manufacturers accepted a poison chalice. Why? Because it is now more common for end users to specify an Intel PC with Microsoft than it is to worry about any particular manufacturer. Intel stood the established thinking on its head and established market dominance.
You can achieve similar results, even if you don’t have the budgets Intel used to launch their campaign. How? Let ICDL show you how you can achieve this market leadership through your routes to market. Be prepared for some changes along the way though, because as we measure up your value from the end user perspective, there could be any number of areas where your current way of doing business may need to be adapted.
The results speak for themselves. Many of the worlds leading players have already adopted this way of working. Now is the time for you to engage, as the stakes are high. There isn’t room for everyone to succeed in today’s crowded markets, so make sure you are one of the winners.
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SUCCESSFUL EXECUTIVE SELLING
lies at the core of ICDL's thinking.
Differentiation from an ever growing band of global competitors can no longer be achieved through better positioning of product, service or solution, so your approach to selling has to change [+]
ICDL'S RecruitSMART PROGRAM
ensures successful recruitment of fully trained and capable Executive level sales people.
If Executive level selling is key to successfully differentiating your company and growing EBIT, yet sales people of this calibre are rare - how can I achieve success? [+]