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Selling Professional Services
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Workshop Syllabus
There are many unique challenges when selling Professional Services
including a longer sales cycle, the intangible nature of services, and the
overall complexity of the sale. This comprehensive course addresses these
and other challenges using skills-oriented training to cover both the
necessary strategies and processes specific to Professional Services, as
well as providing the student with the skills for selling these complex
services.
DAY ONE
- Introductions/Agenda
- Industry Trends:
Services Evolution and Growth
Organizational Structures
Margin Problems and Solution
- Unique Challenges of Selling Professional Services:
Longer Sales Cycle
Higher Level
Complex Sale
Intangible
Key Process Steps
- Relating Objectives:
Qualifying The Customer
Establish Credibility
Establish Capabilities
Capability Presentation
- Diagnosis:
Buyer Motivations
Diagnosis Role Plays
The first day starts with an in-depth look at industry trends related to
selling Professional Services including their evolution and growth, common
organizational structure, as well as addressing current margin problems
and their solutions. The course then moves into the challenges unique to
selling Professional Services including the complexity of the sale, the
length of the sales cycle, and the intangible nature of these services.
With this groundwork in place, the students are then led through the steps
of Relating, including qualifying the customer, establishing credibility,
establishing capabilities, and the design of a capabilities presentation.
The final topic of Day One, Diagnosis is an essential element of the
Professional Services sales process. Through interactive learning,
students will learn, then practice techniques to probe the customer on
general business context, service expectations, as well as the specific
primary motivation to buy service. Hahn Consulting’s research on the
reasons that customers buy Professional Services are used to narrow the
focus here.
DAY TWO
- Diagnosis (continued)
- Proposing:
Quotes
RSAP Model of Presenting
Presentation Role Play
- Closing Techniques
- Handling Objections
The second day of this course completes the activities on diagnosing the
customer’s motivations. These details gathered during the Diagnosis
process are now used in the preparation of a Professional Services
proposal to the customer and then closing skills are used to get the
customers commitment. Special attention is given to the complexity of the
approval process when dealing with Professional Services. At this point,
students are given a chance to present a proposal model in a small group.
Hahn Consulting has researched many closing techniques and teaches a
method that is non-threatening, effective, and easy to use. The students
practice the learned skills in small group role plays.
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