Research by Harvard and Columbia Universities, as well as by Learning International -- the world's largest training organization -- clearly shows that people make buying decisions based on three distinct perceptions of a salesperson. To buy, the customer must view the salesperson as Trustworthy, an Adequate Problem-Solver, and one who Adds Value to the buying organization.

Customer Focused Selling is an intense, two-day skills-based program that teaches salespeople a consultative sales process and attendant skills for demonstrating relationship skills, problem-solving skills, and how to be perceived by the customer as adding value. The program begins with the skills for qualifying potential customers and then the communication skills for opening the sales call so that positive intent is established. Skills for discovering customer problems are next: Effective probing and listening are the salesperson’s single most competitive advantage. Research by the Xerox Corporation shows that salespeople who demonstrate good questioning and listening skills close more business than the average salesperson.

Also included in the program:
how to prepare the sales call; presenting features, advantages, and benefits; closing; and overcoming objections. According to the Kellogg School of Business Management at Northwestern University, salespeople that sell benefits (as opposed to features) close up to five times more business than most; hence, the importance of "benefit selling" is stressed in day two.

A key element of Customer Focused Selling is its focus on the four behavioral styles (DiSC) and how to most effectively address each style in a sales situation. Knowing the customer's style as well as one's own style is an important factor in developing and maintaining a positive, ongoing relationship with a customer and leads to versatility in solving problems and generating more business at existing accounts.

The teaching methods employed in Customer Focused Selling are work, instruction, practice, and feedback. Incorporated into instruction in the sales process and selling skills are opportunities to practice the skills through case studies and role plays. Participants are video-taped in their own (simulated) sales situations, then they receive feedback from experienced sales professionals. The participants are then video-taped again in the same role play, only this time they use the instructor’s feedback to execute the skills; hence, new, effective behavior becomes habit.

Benefits of attending Customer Focused Selling include:
- Better motivated salespeople because of higher self-esteem and self-confidence
- Qualifying prospects on the telephone and on face-to-face sales calls
- Healthy relationship skills
- Knowing how to open the sales call so that a consultative process is put into palace
- Effective probing and listening skills
- Innovative problem-solving
- How to prepare for a sales call and a sales presentation
- On-target presentations that close more business
- Turning customer objections into solutions to problems
- Salespeople will learn not to confuse activity with accomplishment
- More effective time management

Companies who have incorporated Customer Focused Selling into their training curriculums include:
The St. Paul Fire and Marine, a leading insurance company, American Crystal Sugar, the world's largest producer of beet sugar; Arthur J. Gallagher Company, the eighth largest insurance brokerage firm, and Stone Container Corporation, the largest manufacturer of corrugated boxes in the United States.

A consultative approach to selling...A Performance Priority!