Core Sales Curriculum

TITLE: Consultative Selling

FOR: Kodak Sales people who need to plan, execute and follow up on an effective
professional sales call.

PREREQUISITE SKILLS: The individuals attending this course should possess a basic
level understanding of the products and services they sell.

DESCRIPTION: This course provides the core knowledge and application skills to effectively
plan, execute and follow-up on a consultative sales call. This is achieved through
a combination of lecture, role play with actual customer scenarios, self-
assessment, peer feedback, and instructor coaching. Customized case studies are
also part of this program to insure real-life applicability.

OBJECTIVES: On completion of this course, the student will be able to:
• Plan for a consultative sales call by establishing an account strategy and setting
call objectives
• Engage in more productive sales calls by utilizing the consultative framework:
Opening - how to build rapport and how best to focus the call
Customer Need Dialogue - how to understand and shape customer needs
through the use of effective questioning, listening and checking
Product Positioning - how to position Kodak, products and services in the
way that makes the most sense to the customer
Customer Involvement - how to identify and resolve tough objections, and
how to deal with antagonistic customers
Closing - how to close effectively using clear action steps
Follow-up - how to follow-up to maintain contact and momentum, nurture
the relationship, and expand the amount of business done with Kodak
• Efficiently and effectively go after new business, both with existing accounts and
new prospects by learning how to get by gatekeepers, voice mail, how to use
referrals and letters, and make effective use of the phone for appointments
• Differentiate Kodak from competitors by using a consultative approach to
customer interaction
• Deal more effectively with competitors by learning how to gather competitive
information, offset the competition, and sell against the most fierce
competitors

LENGTH: Two days

VENDOR: The Richardson Company

1

TITLE: Consultative Negotiations

FOR: Kodak Sales people who need to effectively negotiate contracts,
terms and prices to build or maintain long-term positive and profitable
relationships with customers

PREREQUISITE SKILLS: The individuals attending this program
should have completed Consultative Selling or a similar program

DESCRIPTION: This course provides the core knowledge and application
skills to effectively prepare for and participate in consultative negotiations
with prospects and customers. This is achieved through a combination of
interactive lecture, role playing and application to relevant deals and
situations, trainer and peer feedback, and individual instructor coaching.
Customized case studies are also part of this program to insure real-life
applicability.

• Prepare for negotiations by learning how to use lead time to internally
network, develop strategies, set objectives for final agreement, review
assumptions, and develop a proposal using a Negotiation Action Planner
• Look for win/win alternatives by striving to satisfy the needs of both sides
while distinguishing between needs and demands
• More effectively preserve price and margins by applying the Consultative
Negotiation Framework
• Plan strategy and roles for each individual in a team negotiating environment
• Discover the customer’s limits, real interests and bottom line
• Identify various negotiating tactics and styles and react accordingly

LENGTH: Two days


2

TITLE: Effective Sales Presentations

FOR: Individual salespeople and sales teams who make sales
presentations in order to educate and influence prospects and clients

PREREQUISITE SKILLS: The individuals who take this program should
have completed Consultative Selling or a similar program

skills to effectively prepare for and present to prospects and customers. This
is achieved through a combination of interactive lecture, performance-based
feedback, multiple presentations, coaching, small group work, several
videotapings, and one-on-one playback.

• Prepare a presentation that takes into account the interests and concerns of
the participants
• Choosing the right type of presentation for the objective
• Speak more persuasively before large groups
• Effectively deal with impromptu and informal presentations
• Decide which types of presentation methods and visual aids will work best
under varying circumstances
• Link the sales presentation to previous and future sales calls
• Engage prospects in a dialogue that quickly qualifies and identifies needs
• Deliver effective and impactful presentations using the Six Critical Skills
(Presence, Relating, Questioning, Listening and Observing, Positioning,
and Checking)
• Handle nervousness
• Control the environment for a more powerful presentation
• Present effectively alone or in a team

LENGTH: One or two days


3

TITLE: Territory Management and Planning

FOR: Kodak salespeople who want to plan and manage their territory
more efficiently and effectively

PREREQUISITE SKILLS: The individuals who take this program should
have completed Consultative Selling or a similar program, and have
knowledge of the products and services they sell

DESCRIPTION: This course provides a set of tools and processes to
effectively and efficiently plan and manage a sales territory. This is achieved
through a combination of interactive lecture, small group discussion and
problem-solving, application to relevant situations, trainer and peer
feedback, and individual coaching.

• Identify the most lucrative target customers through a prospect / customer
opportunity assessment tool (this includes analyzing business trends,
customer’s financial health, profitability, use of company resources,
access to decision makers, compelling buying event, etc.)
• Develop and use daily, weekly and monthly activity plans to drive results
• Effectively balance time in and out of the field by prioritizing time within
the territory and accounts
• Accurately forecast using a process based on the selling cycle
• Increase sales call effectiveness by learning how to utilize time, effort and
resources more selectively in order to reap the greatest return for the
effort invested
• Prepare for sales calls more effectively by researching prospects and
customers, determining how to gain access to decision makers, and by
establishing up-front objectives for the call

LENGTH: One day


4

TITLE: Relationship Selling on the Phone

F0R: Employees engaged in inside (telephone) sales and telemarketing

PREREQUISITES: None

DESCRIPTION: This program consists of pre- and post-course
measurement of sales related behaviors. Each measurement is done through
one to two hour observation of the inside sales rep. Areas of strength and
development are noted for individuals and groups both before and after
training. Also included is a DISC Profile which helps the sales rep
understand their innate tendencies and the corresponding benefits and
drawbacks with various types of customers. The course consists of
interactive role plays and account related skill building exercises to help
build skill and confidence in all aspects of the sales process. Customization
will be done for teams so that role plays are applicable to actual selling
situations.

• Build rapport with prospects and customers
• Plan and execute strategies for using impact and solution questions to
explore the prospect or customer's problems, solutions and priority needs
• Use questions to summarize, clarify and support customer's key business
initiatives before presenting
• Effectively qualify leads
• Define the differences between feature and benefit selling
• Open a sales call with effective capability statements
• Develop a customer benefit matrix
• Obtain information about the decision maker in an organization
• Demonstrate how to improve sales performance and productivity by dealing
with barriers to phone selling (voice mail, gate-keepers) and manage time
appropriately
• Differentiate true objections from smoke screens
• Utilize questions to re-engage customers and explore alternative solutions
to customer concerns
• Respond to objections in a way that builds rapport
• Gaining customer commitment to taking the next step through ethical,
effective closing steps

LENGTH: 16 hours

VENDOR: The Sutherland Group, Inc.

5

TITLE: Sales Coaching and Mentoring

FOR: Sales Managers who want to increase the productivity of their
salespeople by providing them with ongoing feedback and coaching

should have completed Essential Leadership Skills or a similar program

skills to effectively coach and develop salespeople. It can also be structured
to provide an overview of other Consultative Selling Skills and Negotiations
Skills programs so that the manager can more effectively reinforce specific
principles and techniques used by his or her sales force. The methodology
for the program is highly interactive with intensive coaching and feedback.

• Distinguish between developmental and evaluative coaching
• Identify areas for improvement in your people
• Develop and sustain the improvement plan
• Devise ways to deal with the number one obstacle to coaching - time
• Prepare more effectively for the coaching session
• Give more effective feedback by following a Developmental Coaching Model
• Reinforce the critical sales skills found in Consultative Selling and Negotiations
Skills programs
• Use a flexible approach to coaching (small dose, when to tell vs. ask, removing
obstacles, strengthening the relationship, remote coaching, peer coaching)
• Effectively reflect and improve on coaching skills

LENGTH: Four to eight hours


6

TITLE: Managing Strategic Relationships

FOR: Kodak Salespeople who need to effectively develop and manage
large and strategic accounts

PREREQUISITE SKILLS: The individuals attending this course
should possess solid consultative selling skills, and sell to large and/or
strategic accounts

DESCRIPTION: This course provides the participants with a structured
methodology for developing and managing relationships with strategic
accounts, as well as a review of the skill sets needed to effectively execute
such plans. This is achieved through intensive coaching and feedback from
peers and instructors as participants problem-solve and brainstorm while
developing their game plans for actual accounts.

• Use a specific methodology to track the sales cycle and buying process
• Identify key decision makers issues, economics, politics and influences within an
account
• Create and communicate a sales planning process with clear action steps
• Relate to various levels of management, including how to get the appointment,
preparing for the call, selecting key and relevant issues, and overcoming
level lock
• Gather customer intelligence and information about the customer’s customer via
industry profiling, research (online and other)
• Consult on issues of interest to the customer
• Manage the effective use of company resources (people, time, money)

LENGTH: Two or three days

VENDOR: The Richardson Company, Target Marketing Systems

7

TITLE: Executive Selling

FOR: Senior level Kodak salespeople who need to create and maintain
executive level relationships founded on business value.

should possess strong consultative selling and relationship building skills, as
well as a firm grasp of financial analysis skills expected at senior
management levels.

DESCRIPTION: This course concentrates on developing the specific skills
and tactics necessary to create and maintain executive-level business
relationships. This is achieved through a combination of lecture, team
interaction, self-assessment, peer feedback, and instructor coaching.

• Identify the most relevant executive contacts for a business opportunity and
determine the most appropriate way to access the executive
• Gain access to senior executives
• Plan and execute an effective executive level call, using skilled questioning
techniques
• Research and profile the customer’s business to identify issues of critical
importance to that executive
• Better articulate value to senior level executives by understanding what they are
interested in and how they make decisions
• Develop credibility and trust more effectively with senior level executives by
providing valuable counsel on issues that are relevant and important
• Gain ongoing access at executive levels by continually demonstrating business
value and focusing on the customer’s critical success factors
• Develop a plan to insulate their business solutions from internal and external
sources of competitive attack

LENGTH: Two days

VENDOR: The Richardson Company, Target Marketing Systems

8

TITLE: Managing Channel Relationships

FOR: Kodak Sales Reps and Managers who have responsibility for
optimizing the value derived from distributors, brokers, or other indirect
sales channels.

should possess strong consultative selling and relationship building skills, as
well as a firm grasp of financial analysis skills expected at senior sales
levels.

DESCRIPTION: This course provides the participants with a structured
methodology for developing and managing relationships with channels. It is
built upon the principle of aligning the BU’s goals and objectives with the
channel partner’s business initiatives, resulting in measurable impact on the
channel partner’s business beyond just the Kodak bottom line. This is
achieved through intensive coaching and feedback from peers and instructors
as participants problem-solve and brainstorm while developing their game
plans for actual channel accounts.

• Define value to the channel partner by understanding how to research and
analyzing their business
• Assess the current relationship with the channel and determine the appropriate
course of action over a three-year time period
• Provide greater value to the channel by both identifying key business drivers and
cataloging past initiatives to their issues, goals and objectives, and by
linking future efforts to these critical business drivers as well
• Create a value proposition to track and communicate the measurable impact of
Kodak’s relationship with the channel partner
• Define value to Kodak by setting benchmarks for revenue, profitability, risk
factors and strategic value
• Map current and future business opportunities against value to the channel
partner and value to Kodak enabling Kodak to make better use of limited
resources
• Identify the channel’s culture and how adjustments may have to be made to do
business more effectively
• Analyze the partner’s organization to understand Kodak’s status with each part
and to insure consistency and accountability for key relationships
• Establish relationship management strategies for critical activities (gathering
information, handling problems, tracking and communicating value) by
using a Business Relationship Plan

LENGTH: Three days

VENDOR: Target Marketing Systems

9

TITLE: Targeted Account Selling

FOR: Kodak Salespeople who need to better manage and maximize
return on resources expended on targeted accounts.

should possess solid consultative selling skills

DESCRIPTION: This course provides the participants with a structured,
repeatable methodology for analyzing and pursuing accounts more
effectively. It provides the participants with a process by which to analyze
such accounts, as well as a review of the skill sets needed to effectively
execute such plans. This is achieved through intensive coaching and
feedback from peers and instructors as participants problem-solve and
brainstorm while developing their game plans for actual accounts.

• Use a specific methodology to track the sales cycle and buying process
• Identify key decision makers issues, economics, politics and influences within an
account
• Create and communicate a sales planning process with clear action steps
• Improve bid-to-win ratios and shorten selling cycles
• Minimize discounts and negotiated concessions by establishing clear, unique
business value with customers
• Decrease risk of unprofitable, resource-intensive contracts
• Enhance account control and forecast accuracy
• Manage the effective use of company resources (people, time, money)

LENGTH: Three days

VENDOR: Target Marketing Systems

10

TITLE: The Ultimate Guide to Mental Toughness

FOR: Kodak Salespeople and Managers who need to maintain higher
levels of motivation, focus, intensity and confidence on demand.

should possess a basic level understanding of the products and services they
sell.

DESCRIPTION: This course is a focused business seminar that teaches a
specific group of skills, collectively known as triggers, that are based on
sports-psychology “psyching” techniques that most Olympic and
professional athletes practice. It is a highly interactive seminar, with pre-
work (book and audio-tape) and a follow-up audio-tape, voice-mails and
conference calls after the seminar.

• Engage in more productive sales calls by raising their level of self-motivation,
confidence and focus, and by reducing nervousness or call-reluctance
• Utilize five distinct motivational tools to trigger states of peak confidence and
motivation
• View problems as challenges to overcome rather than obstacles that thwart
progress
• Design personal goals that compel them to take consistent action
• Identify the forces that motivate and impede them from taking consistent action
• Effectively deal with failure and cope with stress

LENGTH: Varies - two, four, and day and a half sessions

VENDOR: Daniel Teitelbaum

11

TITLE: Trade Show Selling

FOR: Kodak Sales reps and technical specialists who staff and sell at
trade shows

should have completed Consultative Selling or a similar program

skills to effectively sell at trade shows. This includes three phases -
preparation, interaction, and follow-up. This is achieved through a
combination of interactive lecture, role playing, videotaping, trainer and peer
feedback, and individual instructor coaching prior to the trade show, and
real-time feedback during the trade show if desired.

• Effectively and quickly qualify prospects
• Adapt their selling style to the unique time demands of a trade show
• Better utilize their time at a trade show
• Effectively handle more than one visitor at a time
• Deal with visitors who overstay
• Engage prospects and customers in meaningful dialogue (versus a “product
dump”) where they gain valuable information
• Position Kodak products’ features and benefits quickly to stimulate interest
• Convert interest into next steps or sales
• Follow-up on leads generated Use a methodology to debrief successes and
areas for improvement at the end of the day

LENGTH: Four to eight hours

VENDOR: The Hill Group

12

Core Sales Curriculum

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Core Sales Curriculum

Similar to Core Sales Curriculum (20)

Core Sales Curriculum