Master the Essentials of Working With B2B and B2G Sales Teams

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Professional Development Training Course
Sales Enablement - Strategic Sales for Non Sales People

Next session: January 29, 2009
Arlington, VA

Have you ever been mystified about how to help a sales team land the big deals? Frustrated at sales’ unending requests for information and materials?  Unsure how to use your general marketing activities to support individual sales efforts during a major government procurement or private sector deal?

Sales and marketing professionals approach the challenge of winning large B2B and B2G deals very differently, and when they work together, combining their complementary strengths, they’re a team that’s hard to beat. In fact, good sales teams know that they can’t succeed without strong marketing support which helps them reduce their cost of sale and increase their close rate. However, the personality types, motivations and methods used by Sales teams are very different than those many marketer are used to and the two disciplines often find it difficult to work together smoothly. This one-day course helps business and government marketers understand what drives the sales team’s success and how best to support them. By attending this course you will:

• Master the essentials of B2B and B2G sales enablement by understanding the intricacies of the organizational sale and what it takes to close big sales.
• Learn how to develop general and account-specific communication plans to support the account acquisition or sales team in their bid for major contracts.
• Learn the presentation tricks that help land the deal – The Pitch, “Hot Spots” and “Gotchas”.
• Have fun acquiring the skills and utilizing the tools and templates that will give your sales team what it needs to win.

Registration Fee: $695
Enroll by January 1, 2009 for $100 off the registration fee. If you have received a special price coupon code, you may enter it during registration and the amount will be deducted from the early registration price.

How You Will Benefit
Attendees will master the following concepts through a combination of lively peer-to-peer discussions, experiential exercises, and dynamic presentations:

• The complex and critical aspects of the organizational B2B and B2G sale.
• The complementary roles of Sales and Marketing in winning business.
• How to develop a compelling Communications Plan to support the Account Plan.
• How to develop a winning Sales Presentation for the organizational sale.
• The Pitch, “Hot Spots” and “Gotchas” – the keys to B2B and B2G selling.
• Keys to working with Account Acquisition and Sales Teams.

Class alums will receive training and access to the following proprietary tools and templates that will enable you to become more strategic and efficient in your work environment. Each template and tool includes instructions on how to use it once you are back in your office.  Alums also receive free on-line access to updated versions, and real-world advice on how to use them, via the B2B Expert’s Forum.

• Account Acquisition Plan Template
• Account Communications Plan Template
• Pitch Worksheet
• Sales Presentation Worksheet
• Marketing Support Calendar Template

 
8:30        Registration & Coffee
 
9:00        Laying the Foundation - Strategic Concepts and Vocabulary

• Sales and Marketing – The Power Team
• Place in the Marketing Mix – The 6 P’s
• Direct Sales vs. Indirect Sales
• Outside vs. Inside Sales
• Sales Productivity and Cost of Sale

9:30        Deconstructing the Organizational Sale

• Organizational Purchase Behavior
• Decision Makers, Influencers and Internal Champions
• Purchase Drivers
• Case Studies

10:00      Developing theAccount Acquisition Plan

• Research
• Mapping the Organization and its Players
• “Hot Spots” and “Gotchas”
• Developing the Champion
• The Pitch vs. The Proposal
• Communications Strategy – Supporting the Sales Team
• Tracking Progress

10:30      Break

10:45      Communications Strategies forSupporting Sales

11:15     Team Exercise 1: Developing an Account Communications Plan
                (Attendees may choose one)

• Enterprise Software Product
• Consulting Service
• Medical Facility
• Telecommunications Service

12:00      Lunch

• Buffet and Learning from Your Peers
• Team Presentations – Account Communications Plans (lessons learned)

1:00        The Sales Presentation

• Building on the Brand Story
• Mapping Needs and Offerings
• Confronting the Competition – Politely
• Keys to Success - “Hot Spots” and “Gotchas”
• The Sales Call
• Personal Skills: Showmanship and The Close

2:00        Team Excercise 2:  Developing the Sales Presentation

• Attendees will assemble in small teams to build the Sales Presentations for the Account Communications Plans created during the morning session.

2:45        Break
 

3:00       Team Excercise 2:  Sales Presentations (lessons learned)

3:30        Working With Sales People  

• Marketing vs. Sales - The Psychology of it All
• Sales Motivation - Compensation Plans
• Sales Pipeline Monitoring – Implications for Marketing
• Sales Training and Communications Strategies for the Sales Teams

4:15        Closing and Evaluation

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