• Understanding the customer's business model
• Probability analysis
• Decision trees and influence diagrams
• Cash flow, NPV and IRR calculations
• Value metrics: total profit contribution, payback and return on incremental investment (ROII)

• Multi-level selling
• X-division selling and pull-through
• Developing harder-hitting cost-benefit tools, pitch decks and proposals
• Staging a Value Chain Lab to influence procurement practices
• Using a local technical forum to improve tenders
• Benchmarking and scorecarding gambits
• Persuasive communication techniques for executives, managers and procurement

• Enhancing templates with local content
• Adding high-impact summaries and closes
• Embedding sales traps
• Using best practice and top-10 lists to highlight differentiators
• Best practices: style, grammar, spelling, units, abbreviations and mnemonics

• Push vs pull vs guru marketing
• Aligning/leveraging the internal team
• Big bang vs creep strategies
• Marketing communications best practices
• Tools that work

• Best practices of the best teams
• Managing vs coaching vs leading
• Focusing on contribution margin
• Big deal closing vs mentoring
• Motivation: compensations, awards and games
• Discipline
• Tracking and monitoring

• Focusing on what's in it for me as a customer
• Establishing real win-wins
• Tactics that leave both parties satisfied
• Playing hardball

• Account management best practices
• Account planning
• Improving tenders
• CRM do's and don'ts

• 3Cs of pricing optimization: customer value, costs and competitive alternatives
• Value segmentation
• Erecting price fences
• Understanding fixed, variable and stepped costs
• Contribution margin–based pricing
• Premium techniques
• Discounting techniques
• Segmentation and new business model pricing
• Implementing price changes
• Negotiating with the customer

• Transaction vs relationship vs competitive selling
• Shifting buyers’ preferences
• Probing
• Simple stories
• Handling objections
• Trial and presumptive closes
• Economic value analysis
• Setting and answering sales traps
• Provocative selling
• Presentations to win executive sponsors

For more information, contact Bill Diggons, +1 713.240.7714.

• Industry trends
• Market research
• Segmentation and targeting
• Positioning
• Marketing mix: product, place, promotion and price
• Communications
• Control: roles and responsibilities

• Know the vision
• Know the business
• Know the options
• Decide and do it
• Roadmapping/action planning