From 'Change to Who?' to 'Commit to Change'
Last Updated 03/2024
English
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What you'll learn
This package includes several key selling skills that B2B salespeople often overlook but that can make all the difference between closing sales and spinning your wheels. You'll learn how to tap into the emotional power of stories to move a prospective buyer to action, and how to find the right balance between being "pushy" and being too low key to make an impact. You'll learn how to identify six key objections buyers have and the steps to take to overcome them, as well as how to have difficult conversations that maintain your customer relationship something goes wrong with your product or service. You'll learn what is different about selling to senior management so you can gain their respect and support. And finally, you will learn how to interact with procurement, a step often overlooked by salespeople who think the functional decision-makers within the company have the final say (they probably don't).
Skills covered in this course
Description
What does it really take for a buyer to choose you over the competition — or to choose you over doing nothing at all? This program includes six courses that develop key skills that will move B2B buyers to action, from how to use stories to impact buyer thinking to how to refocus your conversations when selling to senior management (they are not the same as middle managers). You’ll also learn how to spin an objection into an opportunity and deal effectively with procurement, along with other skills you may not have even known you need.
Table of Contents
Storytelling - Full Course
Behaving Assertively - Full Course
Handling Objections - Full Course
Having Difficult Conversations - Full Course
Selling to Senior Management - Full Course
Dealing with Procurement - Full Course
Author
We’re an experienced group of sales and marketing leaders, and education and coaching stalwarts. We’ve all held senior positions at global corporations, or rolled up our sleeves to turn start-ups into successful international businesses, and in many cases we’ve done both.
From 'Change to Who?' to 'Commit to Change'
Storytelling 1 - The Power of Storytelling and Its Benefits in Sales
Shows four powerful research-driven reasons for using stories during sales conversations.
Storytelling 2 - When to Tell Stories
Describes five specific objectives stories can help salespeople achieve
Storytelling 3 - The Structure of Stories That Sell
Introduces a five-point story structure salespeople can use to craft stories that will make an impression on their customers.
Storytelling 4 - Making Your Story Engaging
Reveals the secrets of creating a compelling story.
Storytelling 5 - How to Present Stories Effectively
Shows through examples how to tell a story most effectively and what not to do.
Storytelling 6 - Building a Portfolio of Sales Stories
Provides recommendations for developing a library of sales stories, including a template for creating stories.
Behaving Assertively 1 - Rights and Responsibilities
Defines assertive behavior, compares it to other behaviors, and points out why it is both a right and responsibility to behave this way
Behaving Assertively 2 - Techniques and Tips
Explores several skills salespeople can use to behave assertively when under stress or experiencing
Behaving Assertively 3 - Strategies and Benefits
Provides additional strategies for remaining cool, calm and assertive in demanding situations
Behaving Assertively 4 - Pushy
Explains the difference between being assertive and being pushy, and how to cultivate assertiveness over pushiness
Handling Objections 1 - About Handling Objections
The basics of objections: how to differentiate them from questions and buying signals, the role of preparation, and the benefits of handling objections well
Handling Objections 2 - How to Handle Objections
An introduction to a five-stage method for resolving a Customer's objections and concerns
Handling Objections 3 - Recognizing and Dealing with Types of Objections Part 1
Introduces six types of addresses, and thoroughly explores how to recognize and handle three of these types: Timing, Need, and Competitor.
Handling Objections 4 - Recognizing and Dealing With Types of Objection Part 2
A thorough exploration of how to recognize and handle three more types of objections: Price, Authority, and Risk.
Handling Objections 5 - Building Your Experience
Steps to take to become proficient at recognizing and handling objections, including what not to do, and when to walk away
Having Difficult Conversations With Your Customers 1 - Get Started
Why handling issues well matters
Having Difficult Conversations With Your Customers 2 - Know Who You Are Talking To
Shows how to tailor the conversation to the Customer's personality style
Having Difficult Conversations With Your Customers 3 - The Conversation
A case study that reveals how to best conduct the actual conversation
Having Difficult Conversations With Your Customers 4 - Wrapping Up the Conversation
How to use conflict resolution techniques to achieve a satisfactory outcome for all
Selling to Senior Management 1 - Navigating the Hierarchy
Reveals what's different about the way those at the executive level think and plan compared to other organization levels and how to gain an introduction to senior management
Selling to Senior Management 2 - Preparing For a Meeting
Explores how to adjust your preparation to be most effective when meeting with senior management
Selling to Senior Management 3 - At the Meeting
Shows what to do— and not to do — to gain the best results from a meeting with senior management
Dealing with Procurement 1 - What is Procurement?
In this module, you will learn what procurement is, how the function operates, and what they do in the customer's buying process.
Dealing with Procurement 2 - What Drives Procurement?
Understand procurement key drivers, how they differ from other stakeholders, how to research and how to win over procurement
Dealing with Procurement 3 - Positioning With Procurement
Learn how to understand how Procurement perceives you as a supplier, understand how important you are to your customer's business, and how that affects procurement behaviour towards you and how to respond
Dealing with Procurement 4 - Succeeding With Procurement
Understand how to see a sales engagement from the perspective of procurement, build a mutually beneficial relationship with them, prepare for meetings with them, demonstrate added value and get them on your side.
Frequently Asked Questions
This course is designed for employees who need to complete From 'Change to Who?' to 'Commit to Change' training
Yes. This course is designed to meet applicable federal requirements and commonly mandated state standards. Always confirm specific state or industry requirements with your local regulations.
The course takes approximately 180 minutes to complete and can be paused and resumed at any time.
No. This course does not include a certificate of completion.
Yes. You can assign this course to individuals or groups using Coggno’s LMS, or purchase multiple seats for your team.
Yes. This course can be exported for delivery in most learning management systems (SCORM compatible).
Yes. The course is fully self-paced and available 24/7.
Yes. This course includes a knowledge check to reinforce learning and verify completion.
Learners have lifetime access from the date of purchase.
Yes. A preview is available so you can review the course format and content before purchasing.
Yes. Content is reviewed and updated as regulations and best practices change.
Yes. This course is available for free with an active Prime Subscription.
Yes. Refund requests can be submitted within 30 days of purchase.
