eAdvising on effective Sales techniques

Sales is arguably the most important function in any business, yet it's one of the most difficult areas to master and manage successfully. There are several common questions people ask about sales. What is the difference between sales and marketing? Why do consumers and organizations buy, and what drives their purchase decisions? What are the key competencies required for effective sales? eAdviser courses highlight the important role that the sales function plays and describes how marketing and sales relate to each other. It outlines the roles and responsibilities of the Sales Department, what makes for effective sales, and the trends affecting sales today.

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1.  Introduction to Sales

Sales is arguably the most important function in any business, yet it's one of the most difficult areas to master and manage successfully.

  • distinguish between the roles of marketing and sales
  • match the key competencies to how they contribute to success in sales
  • recognize the effects recent sales trends have had on the buyer-seller relationship
  • recognize the differences between organizational and consumer buying
  • recognize the benefits of understanding consumer buying behavior
  • match stages of the sales cycle to examples

2.  Prospecting: Panning for Sales Gold

The art of sales prospecting is an essential skill for sales professionals, even with all the technology and tools available today. Successful sales professionals recognize that prospecting is the key that unlocks the door to a winning sales process. This course will help you adopt a proper prospecting mindset and be able to leverage tools that will allow you to create a high quality list of prospects.

  • Identify tools and resources used for sales prospecting
  • recognize how to use interpersonal methods for sales prospecting
  • approach prospecting with a proper mindset by knowing the facts
  • recognize strategies for uncovering ideal prospects
  • respond appropriately when faced with a particular prospect mindset

3.  Turning Objection into Opportunity during a Sales Call

In a sales environment where customers are well informed, deeply networked, and technically savvy, sales professionals need to arrive fully prepared to deal with educated buyers and any challenges they present. To address the challenges of this new breed of customer, you need to welcome questions, objections, and resistance factors, see them for what they are – opportunities – and be prepared with the skills to capitalize on them.

  • recognize how to respond to psychological reasons behind a customer’s resistance
  • distinguish between questions, objections, and resistance
  • identify tips for responding to objections with empathy and understanding
  • identify effective listening and questioning methods to manage customer objections
  • identify strategies for handling price-based objections
  • identify techniques for keeping the sales process moving forward despite objections

4.  Developing a Customer-focused Sales Approach

Many organizations base their sales approaches on their own products and services, the duration and scope of their sales cycle, and other internal considerations that do not effectively meet the needs of their customers. But wouldn't placing the customer at the center of the equation generate better results? The short answer is yes.

  • define the term customer-focused selling
  • recognize examples of barriers to customer-focused selling
  • recognize examples of appropriate use of the principles of customer-focused selling
  • use a customer-focused sales approach
  • identify how CRM supports customer-focused sales
  • define the term customer relationship management (CRM)

5.  Digital Marketing Partnerships, Sales, and After-sales Processes

  • How can you get your customers – and even other organizations – to boost your impact and sales? This course explains how to forge mutually beneficial partnerships with affiliates who'll publish your interactive ads. 
  • sequence the activities in a typical affiliate marketing partnership
  • select the most appropriate advertising method in a given scenario
  • recognize how to leverage votes, ratings, and reviews as part of their after sales marketing activities
  • apply techniques to develop online partnerships, boost sales, and leverage after-sales processes

6.  Strategic Sales Planning

Who are your target customers? What value propositions are you offering them and why? How do you plan effectively in order to maximize revenues and develop strong customer relationships? The use of strategic sales planning is one way to answer these important questions. Defining and developing an effective sales strategy is an essential part of any sales function and has a significant impact on the success or failure of sales initiatives. 

  • determine whether the steps in analyzing the competition have been carried out appropriately
  • determine the effectiveness of a segment for a given scenario
  • determine whether the steps in writing a value proposition have been carried out correctly
  • recognize the importance of value propositions
  • sequence examples of the steps in the sales process
  • determine whether the steps in developing a sales strategy have been carried out correctly

7.  Negotiation Skills for Sales Professionals: Preparing to Negotiate

Effective sales negotiation skills are essential for any successful sales professional. However, being able to maximize the value of your proposal for both you and your customer isn't an easy task.

Overview of the Sales Negotiation Process
  • match the stages of the sales negotiation process with corresponding activities
Preparing for the Sales Meeting
  • determine appropriate objectives for an upcoming sales meeting
  • recognize examples of sales agreement terms that contain value
  • determine how to handle potential areas of disagreement in preparation for a sales meeting

8.  Negotiation Skills for Sales Professionals: Value Exchange

Negotiating concessions and exchanging value are integral aspects of any sales negotiation process. But when is the best time to make concessions? And how do you make concessions effectively so that you maximize the value of your proposal to the other side and maintain a position of power?

Strategies for Trading Concessions
  • recognize examples of appropriate concessions to make during a sales negotiation
  • recognize examples of appropriately timed concessions
  • recognize examples of strategies for offering concessions
  • use value exchange strategies during a sales negotiation

9.  The Value Proposition: Getting Your Pitch Right

The value a company offers to customers can come in many forms – product quality, financial stability, reputation, and creativity to name a few. To answer the question, What value does my company offer?, you need to know your company inside and out – its strategies, how it operates, the solutions it can offer, and the people who do the work.

Selling Value
  • describe how value impacts the sales and buying process
  • identify key components of value that make up a value proposition
  • recognize what is valuable from a customer's perspective
  • determine what to do based on the results of an assessment of value alignment
  • label questions according to their value categories
  • identify opportunities to challenge or expand customer perspective of value
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