Nine Key Principles to Influencing Buyer Behavior

Unlock the More Powerful You - Course Syllabus

About the Seminar:

When you first entered sales, you were taught to stress features and benefits to close the deal. But those days are long gone.

Trumpeting benefits and features and hoping your product or service will sell itself just doesn’t cut it anymore. That’s why Positive Results teaches you how to properly evaluate your customers’ Wants, Issues and Needs. This creates the WIN Analysis, which is the cornerstone of the Nine Key Sales Principles to Influencing Buyer Behavior – Unlock the More Powerful You seminar.

The bottom line is this: People buy from people they respect and like. During the two-day Nine Key Sales Principles to Influencing Buyer Behavior seminar, you will learn how to create a customer’s corporate profile, learn more personal information about your customers and prospects, assess their personality style, and build a business case that will help you close opportunities faster.

This group of skills is called the Relationship Checklist — learning how to build and utilize this critical skill is vital if you want your customers to like, respect and buy from you. Today more than ever, you must build value propositions that your customers can believe in and experience.

Point By Point: What You’ll Learn

Reading Buyer Personality

Imagine walking into a room with a potential client and being able to evaluate how he or she is feeling, thinking and reacting — within seconds. It’s a little like “mind reading” and when you harness the power of a thorough personality analysis, you will be able to put this talent to use in your sales strategy.

Knowing how to read buyer personality is paramount to your success as a salesperson. You will begin to learn how to unlock the secrets of the buyer’s personality by first examining the underpinnings of your own. Through a series of questions and evaluations, the Positive Results training team will help you get to the core of your personality profile.

Through this process, you will learn how to:

• Effectively evaluate your customers social demeanor
• Accurately determine the presentation style your client prefers
• Quickly perceive how buyers make decisions
• Clearly understand your client’s organizational preferences
• Significantly increase your ability to build relationships
• Astutely master the art of mirroring personality

Reading Body Language

The ability to accurately read body language is another “mind reading” skill that will dramatically increase your ability to sell. An overwhelming amount of interpersonal communication is expressed nonverbally and body language is the “X” factor that many salespeople fail to consider. Understanding how to read client body language sets you apart from the vast majority of your competition — giving you an edge they can’t compete with.

Body language is evaluated continuously. The Positive Results training experts will teach you how to read people’s eyes, facial gestures and general body posture as well as other nonverbal cues. These are practical skills you can utilize immediately in the field:

• Evaluate eye contact for attention
• Determine a person’s anxiety level
• Measure buyer interest
• Assess whether the buyer is moving toward a “Yes!” decision
• Establish your client’s comfort level for your presentation style
• Control the message your body language conveys to the client

Listening Intelligence

How does listening intelligence affect your success? Listening is one of the most overlooked skills in the sales process and, all too often, salespeople are too preoccupied with their own presentation to listen to the customer’s wants, issues and needs.

Listening is not something you’re born with. It’s a skill you must learn to be successful. Your clients rely upon you to closely hear their business issues, wants and needs. They look to you as a resource they can count on to provide solutions.

During the Listening Intelligence intensive workshop, you will learn how to become a better listener by picking up on buying signs, tone of voice, voice inflection and the hidden meanings in communication. Exciting and thought-provoking interactive sessions will increase your listening skills immediately and give you the ability to project the right message through your own communication style.

WIN Analysis

Years of research have led the Positive Results training team to one simple conclusion: salespeople spend too much time talking and not enough time listening. In fact, the average salesperson spends 70 to 80 percent of their time speaking and only 20 percent listening. Those kinds of numbers don’t close deals.

Going hand in hand with the intensive Listening Intelligence workshop, Positive Results has developed a unique plan that will allow you to improve your listening skills while simultaneously gaining valuable information from your potential client.

This plan is called WIN analysis and it’s a powerful tool that unlocks your customer’s Wants, Issues and Needs.

• Wants represent your client’s ideal solution: a perfect product that comes in under budget and ahead of schedule.
• Issues are obstacles that prevent your client from reaching their goal.
• Needs are the specific criteria you must meet to satisfy the client.

During the WIN Analysis portion of the two-day seminar, you will participate in a synergistic working example that illustrates the precise questions you must ask to determine your clients Wants, Issues and Needs.

Questioning Skills

Unlock your sales potential by discovering how to ask the right questions at the right time. Sales strategy training sessions frequently give lip service to the art of questioning, but they don’t really tell you exactly what to ask to get results. Positive Results has determined four very specific types of questions you need to ask.

During the Questioning Skills portion of the Nine Key Sales Principles to Influencing Buyer Behavior Seminar, you will learn how to follow a specific model for questioning potential clients. By adhering to the four principles of results-oriented questioning, you will uncover more information about your clients than you ever thought possible. Most importantly, you’ll be able to answer the daunting question of why clients say, “Yes!”

Creating BUSINESS IMPACT

The ability to create Business Impact is what separates the ordinary “order taker” from the remarkable sales leaders. When you learn how to help clients take ownership of their purchasing decisions, you reap exponential benefits directly related to the impact those decisions create. In other words, creating Business Impact elevates you to the role of a trusted consultant. Instead of merely a necessary, but forgettable, byproduct of the sales system, you effectively become a valuable member of your client’s core team.

To help you achieve a consultative, team-member role in your client’s organization, Positive Results will teach you the five keys to creating business impact:

1. Map your customer’s business model

2. Perform due diligence to uncover key business issues

3. Identify obstacles that prevent solutions to their issues

4. Create business impact roundtable with key decision makers

5. Outline your solutions to resolve their issues

Presentation Skills

Perception is reality — and presentation creates perception. During the Presentation segment of the Nine Key Sales Principles to Influencing Buyer Behavior Seminar, you will learn how to persuade your clients by reading buyer behavior and presenting information in a way they can take ownership of.

The Positive Results training experts will teach you how to:.

• Define presentation goals
• Determine whether your client makes decisions based on fact or intuition
• Determine whether your client responds best to verbal or written presentation styles
• Create outcome-based presentation design, which are crucial to success
• Use a presentation checklist to insure you don’t overlook critical points

Negotiation Skills

Every relationship you have is under constant negotiation. The better equipped you are in negotiation, the more successful you will become both in business and in life.

Your customers and prospects can immediately discern whether or not you are willing to negotiate based on the words you use, the eye contact you make and the body language you present. Being a good negotiator requires you take a hard-line approach to your policies and procedures; however, the majority of salespeople lose the negotiation battle every time without even knowing their communication style is projecting a “soft” or easily influenced image.

The Positive Results course in Negotiations trains you in the skills necessary to become a master negotiator. You will learn the art of shifting between inflexible and flexible positioning — all without your customer even knowing it. If you repeatedly find yourself being haggled on prices, terms and conditions, the Positive Results experts can give you the immediate skills you need to eliminate these obstacles in your career.

Sales Assertiveness

A frequent problem salespeople encounter revolves around the confusion between assertiveness and pushiness or aggression. Overly pushy, aggressive behavior is a sure way to lose potential clients — and sales. Learning how to be assertive, on the other hand, is the art of the successful sales professional.

Assertiveness can be described as the blend between the conviction and passion you possess for your ideas. During the Nine Key Sales Principles to Influencing Buyer Behavior Seminar, you will learn how to assess and establish a balance between your personal assertiveness and the assertiveness of your client.

Interactive training will give you the opportunity to differentiate between positive, assertive behavior and negative, aggressive selling traits. After completing this course, you will have the poser to masterfully utilize assertiveness in your day-to-day activities, which, in turn, will create more success.

When you know how far you can push a client and when you should pull back, you will:

• Shorten your sales cycle
• Improve your relationships
• Create positive outcomes