1. Buyer Focused Marketing™
It's no secret that when sales and marketing are aligned,
revenue increases. How does an organization achieve this
alignment? By training both sa les and ma rketing on
buyer-focused behaviors. At Huthwaite (the creators of
SPIN® Selling and worldwide leader in sales methodologies)
we've taken the next logical step in sales performance
improvement: embedding marketing in to the sales cycle.
Our research shows that messages resonate most when they
are customer-centric. The key is teaching m arke ting tea ms
to create custom er demand throughout the Buying Cycle by
using these three research-proven value drivers:
1. Help customers see unrecognized problems
2. Present unanticipated solutions
3. Identify unseen opportunities
Buyer Focused Marketing™ will provide you the skills
necessary to:
• Create customer demand, especially in new markets About Huthwaite
• Speak in a language that will resonate with your As the world’s leading sales
customers performance improvement
• Design customer-centric measures and leading organization, Huthwaite drives
indicators to track and communicate the success of increased top line performance
your marketing efforts for our clients by optimizing
• Maximize timing, relevancy and persuasiveness to every sales and marketing
achieve differentiation and create demand interaction with the buyer
throughout the shifting
“After taking the BFM course, we now will revenue continuum. Founded on
approach how we develop internal sales tools scientifically validated behav-
and how we launch new products differently.” ioral research, our methodolo-
gies which include the interna-
tionally renowned SPIN® Selling
— Marketing Director, Biotech
program, guarantee sales
success. Huthwaite assesses
Upon completion of the Buyer Focused Marketing™ your organization’s needs
program, you will be able to: and develops customized sales
• Discover how buyer concerns vary at each phase of the performance improvement and
Buying Cycle and create content that meets your clients coaching programs that drive
where they are now real business results.
• Identify value gaps in your current marketing approach
and analyze your vulnerabilities to compete
more successfully
• Increase synergy & productivity between sales &
Marketing departments
www.huthwaite.com ©2012 Huthwaite, Inc.

2. Buyer Focused Marketing™
Based on Huthwaite’s
global survey conducted
Huthwaite’s Public
in July of 2011, 70 per-
Workshops
Huthwaite’s Public Workshops
cent of respondents
impart the skills, tools and
worldwide believe there
strategies you need to gain the
is room for improvement
competitive edge. These
in the way their sales and
dynamic workshops give you
marketing teams work
and your sales people the
together, and a similar
springboard to maximize sales
number agree that the
skills, shorten sales cycles and
responsibility for change
close more business.
rests with both groups.
Huthwaite Offerings
Delivery Options
This is a two day, participatory program with frequent SPIN® Selling – Proven method-
opportunities to practice the skills and behaviors that lead ology to improve sales perfor-
to sales success. mance
Here’s how you can take part in our programs: Winning Sales Strategies™ – Get
• Attend one of our regularly scheduled public workshops tools for analyzing competitive
(includes Integrated Learning Experience) account positions
• Have a customized on-site session delivered for your team
(includes Integrated Learning Experience) Buyer Focused Marketing™ –
• Participate in our Train the Trainer program Create customer demand by
resonating, motivating and
differentiating
Reinforcement and Integration with CRM Negotiating Skills™ – Using the
Huthwaite’s Call Plan integrates seamlessly with most sophisticated negotiating
Salesforce.com and is available for free. The Call Plan and model ever devised, plan for
Call Plan Template can be saved, shared, and exported. For win-win results
more information on downloading this app, please visit us at
www.huthwaite.com. Desperately Seeking Prospects –
Attain practical methods for
Huthwaite Dealmaker reinforces positive selling behaviors selecting the right targets and
by embedding them into daily use. Huthwaite Dealmaker planning and executing
works with most CRMs or as a standalone tool. Learn more effective prospecting calls
about Huthwaite Dealmaker by visiting us at
www.huthwaite.com. * Each offering above has a
one-day coaching component
www.huthwaite.com ©2012 Huthwaite, Inc.