SCOTSMAN® Professional Selling Skills
If you are going to lose then lose quickly! But first, work out how to win.
This core programme trains participants on core professional selling skills. Regardless of the fact that businesses and their products and services differ dramatically, most sales follow a predictable process — a pattern that can be predefined to a great extent and planned for with confidence.
New sellers, career changers, foundation cohorts
Classroom & Virtual
Multi-day classroom
Foundation toolkit
Inside the Professional Selling Skills programme.
The four pillars of the customer-engagement model — need creation, giving evidence, qualification, gaining commitment — taught from first principles using the SCOTSMAN® framework.
Selling Styles
We discuss different selling styles, in particular the difference between selling to recognised needs and selling to unrecognised needs – responding to needs versus creating needs, and the advantages and disadvantages of each.
Need Creation
We discuss different selling styles, in particular the difference between selling to recognised needs and selling to unrecognised needs – responding to needs versus creating needs, and the advantages and disadvantages of each.
Listening
Benefits come in two flavours, business and personal. The personal motivations to buy are much stronger than the business. They are the hidden agenda. Yet understanding these needs is the key to a good relationship at an individual level. Participants learn to uncover personal needs and tune into their “emotion buttons”.
Giving Evidence
We differentiate between claims and evidence, and examine how to use reference stories – to translate our products and services into a language which senior people relate to, as the spearhead for prospecting when we have a suitable solution, and as a way of putting across company strengths.
Qualification
We examine the eight criteria of SCOTSMAN® to help us decide whether or not a project is worthwhile. We examine the verbal skills needed to qualify the opportunities that arise, and the planning skills to map out the way forward.
Sales Meeting Objectives
We examine the difference between the agenda for a meeting and the objectives of a meeting. The objectives are always customer commitments. Senior people expect you to give them some sort of decision to make and will be frustrated with the meeting if you don’t. So we examine the sort of decisions they might find interesting, and the type of commitments we need from them – qualification, timetable, lobbying or criteria commitments.
What participants take away.
Top 5 learning outcomes
- Identify and understand four different selling styles.
- Clearly differentiate between recognised and unrecognised needs.
- Apply the SCOTSMAN® to qualify potential sales.
- Recognise quit points and quit early if you cannot win the sale (lose quickly).
- Create an effective commitment driven sales meeting agenda.
How this programme runs.
Classroom
1 day.
Virtual
1 day.
SCOTSMAN® Pipeline Simulator
The programme includes the SCOTSMAN® Pipeline Simulator.
How satisfied are you with the predictability, reliability and consistency of business results?
- Is your salesforce hit rate on sales too low?
- Is the salesforce poor a structuring bigger deals?
- Do they do enough prospecting?
- Are enough of them making targets?
- Would you like to give them bigger targets?
- Do they gain commitments at all points in the sale?
- Can they gain access after they have submitted their proposals?
If any of these questions are important to you then get in touch.
Sales Qualification Is Not a Stage — It's a State of Awareness
Why qualification isn’t something you do once at the start of a deal — it’s a discipline you carry through every conversation. Essential reading for sellers being introduced to SCOTSMAN®.
“Brings clarity to a diverse subject. Great course — left me wanting to understand more.”