Win New Business
Telling Your Story
WHO WILL BENEFIT
Telling Your Story is for any salesperson, senior leader or associate engaged in supporting new client acquisition.
DELIVERY
3 Hours
BUSINESS CHALLENGE
According to HubSpot, 65% of companies have an established value proposition. But less than 2% of companies deem theirs "useful." Given that we're operating in the era of digital business, your company’s value prop should be infused in every customer touchpoint from first introduction to final product delivery. It should also be communicated in social media and internally to any person or company involved in creating and delivering value to the customer.
THE FOCUS
BWST helps clients create compelling elevator pitches, email scripts and value propositions through a collaborative authoring process and engaging workshop. We describe your target buyer, the problem you solve, and why you’re distinctly better than the alternatives. Telling Your Story™ produces messaging that articulates the kind of impact you help your customers achieve, that you understand how to solve their problem and that you have a special process to do it.
KEY CONTENT
- Ideal client understanding
- The Client type/Problem/Solution profiling model
- Knowing the dimensions on which you compete
- Articulating your impact, knowledge and “issue fluency”
- Tagline development
- Elevator pitch creation
- Four-part value proposition composition
OUTCOMES
- Speak to why other clients choose to work with them
- Articulate a client type focus vs. “niche” targeting
- Decide on the most relevant “value” factors that matter most
- Craft a tagline, an elevator pitch and a four-part value proposition
- Establish common ground and put messaging into context
- Relate to multiple stakeholders, COIs and other referral sources
Contact us to learn how we can make this program your own unique experience for your company.
Sales Process Development Workshop
WHO WILL BENEFIT
Senior leaders, sales leadership, operations and marketing professionals should be considered for this valuable experience.
DELIVERY
3 Hours with subsequent revision rounds
BUSINESS CHALLENGE
The data for executing against a validated sales process is powerful. Companies dedicated to a buyer-based sales process are experiencing topline growth 15% higher than their peers. Done well, it keeps the sales force in alignment with current prospects. Newer salespeople and SMEs have a what-to-do-by-when model for supporting sales. But our hybrid work environment has too many salespeople (and buyers) taking short cuts adding length to most buying decisions. A validated sales process also acts as a blueprint for training and coaching.
THE FOCUS
BWST focuses on how your buyers buy and the nature of the typical stakeholder. Whether it's a senior leader, functional buyer or procurement, BWST will chart key interactions, behaviors and inflection points that bring both parties closer to a decision.
DELIVERABLES and OUTCOMES
- Focus group interviews that uncover key steps and inflection points with customers
- Document review of presentations, proposals, and specific customer feedback
- Win/loss debrief with senior sales leaders
- Executive summary of findings and recommendations for initial sales process
- A defined set of coachable sales skills and actions (aligned with how clients buy)
- Best practices and "helpful hacks" for every stage of the sales process
- Full cover graphical representation of a custom sales process (delivered electronically)
- A post-workshop training video to be used for training and onboarding
Contact us to learn how we can make this program your own unique experience for your company.
BILL WALTON SALES TRAINING
Bill Walton Sales Training is a Client Acquisition training and coaching firm with over 25 years of experience in helping sales and account professionals achieve Trusted Advisor status.
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