Virtual and In-Person Sales Training
Twenty-five years consulting experience with over 150 sales organizations in the consumer products, beverage and foodservice industries throughout the world has provided a unique breadth and depth of exposure to different industry markets, companies and customer sales and sales management situations.
Develop Productive Sales Teams
Training Goals: Learn how to structure, organize and manage the internal sales function.
Program Length: 2 to 4 days
- How to build a winning sales team
- Managing salespeople
- Common mistakes
- Hiring steps and tools: interview evaluation form
- How to structure the sales function
- Geographic coverage, number and type of accounts and classification
- Distributors: programming strategy and tactics
- Managing incentives and pricing
- Distributor management: annual planning and reviews
Professional Selling Skills & Strategies™
Training Goals: Learn the principles and techniques that drive sales of new distribution, displays, promotion and space management to on and off-premise accounts.
Program Length: 3 to 5 Days
- Definition of salesmanship: persuasion vs. influence
- Professional vs traditional selling: How effective selling has evolved
- Three selling situations and the most effective sales approach to use
Three Step Sales Presentation
Selling from the Customer’s Perspective
Step I The Opening: capture the customer’s attention and interest. 4 opening principles and 4 techniques
Step III The Close: recognizing buying signals and 5 closing techniques
- Building customer relationships
- Developing rapport and credibility 3 Step Skill Set
- Skill in recognizing and Responding to 4 Communication Styles
- Questioning, Probing and Effective Listening Skills.
Managing & Developing People™
Training Goals: To strengthen sales management skills, establish and reinforce supplier and distributor sales and sales management processes for high impact results.
Program Length: 2 to 5 Days
- Define the management role, common mistakes and critical skills
- Clarify the process and payout of building core performers
- Understand role of engagement in motivating employees
- Be able to distinguish between training needs and performance issues
- Know how to set S.M.A.R.T. goals and training objectives
- Distinguish between training needs and performance problems
- Implement a productive work environment using procedures
- Learn processes for coaching and counselling salespeople
- Learn differences between management and leadership
- Be able to use leadership styles and know when each is most effective
- Learn training as a process – not a project
Group Training Skills (Train-the-Trainer™)
Training Goals: To develop teaching and group communication skills for internal training staff.
Program Length: 3 to 4 days
- Demonstrate 4 key competencies of an effective sales manager and trainer.
- Establish relevance of the meeting topics using “initial motivation” 3 techniques
- Use the 4 principles of information organization
- Organize group activities to change pace and increase retention.
- Selection and use of visual aids – PowerPoint™ and spontaneous flip charts
- Generate participation and facilitate group discussions
- Conduct effective role plays to build skills
Building Brands Through Distributors™
Training Goals: Strengthen the sales manager’s abilities to plan, organize, direct and control distributor or broker sales execution
Program Length: 3 to 5 days
- Learn 4 primary factors that determine supplier share of mind and guidelines for managing distributor sales execution.
- Common mistakes working with wholesalers.
- How to manage from data that is category, brand sales, and profit driven.
- Understanding the sales process
- Using the 4 step sales splanning
- Market knowledge, standards and S.W.O.T. analysis
- Setting S.M.A.R.T. goals and objectives
- Tactical sales execution control
- Incentivizing programs – mistakes to avoid
- On and off premise survey –
- Key pricing management principles
- Prepare and deliver effective distributor business reviews
Professional Sales Negotiation Skills
Training goals: To develop negotiation skills with on and off-premise customers, distributors, vendors and suppliers.
Program Length: 1 to 3 days
- Contribution awareness
- Ability to recognize common negotiating mistakes and specific tactics to avoid.
- Negotiating VS Selling
- 4 Behaviors of Effective Negotiators
- 4 Negotiation Situations
- Open Discussions and Sharing
- 5 negotiation planning questions to improve results
- Gain a greater understanding of negotiation power and leverage
- Learn seven concessions guidelines and how to offer and seek concessions
- Learn how to identify, counter and use eight negotiation tactics
21st Century Key Account Selling
Training Goals: to understand the dynamics of large enterprise accounts.
Program Length: 2-4 days
- How major chain accounts are organized and operate
- How the pandemic has affected consumer and customer behavior.
- Learn the criteria used by key accounts to evaluate new brands/SKUs.
- What do accounts look for in determining which brands to promote.
- The goals & strategies major accounts that drive key account decisions
- The current consumer centric applications of category management.