Most sales training courses focus on two things:

  • Finding the Customer’s Problems
  • Providing a Solution to those Problems

That approach is fine when customers have problems.

But what about the customers who don’t have problems?

This group—and it is a vast one—doesn’t feel any need to meet with, or educate, your salespeople. They are not inclined to disclose highly confidential information to a stranger in an effort to “find solutions” to problems they don’t believe they have.

Here’s the thing: Your products and services could provide a better future for these people—a much more profitable and successful future—but they simply don’t know it. It’s your job to educate them on the results you can help them achieve.

You’re actually doing them a disservice if you don’t do this. After all, you have the ability to improve their business results…if only they knew.

If you can successfully show them the better future that awaits, you can help them out and tap into a brand-new source of profitable business.

My new course, Selling High Tech, explains how to do just this.

I’ll explain everything your high-tech salespeople need to know about selling value, to the right people, at prices that are profitable to you and worth the investment to them.

Course Content

  1. Define Value
    • Why value is not “our people” or “our quality,” but about helping customers improve their revenue and profit
    • Ways to translate product and service attributes into business results for customers, like earning and saving money
    • How to talk to customers and describe how they benefit from your products in brief, clear, and specific terms
    • How to quantify the value of what you’re offering, so that you can set prices appropriately
    • Strategies for helping a potential customer envision the “better future” your company can help them achieve
  1. Create Versions
    • Why multiple price/performance versions are so widely used and successful in a variety of industries—and why high tech is no exception
    • How to version your products and services properly, so that each version provides a fair exchange of value for price
    • Why effective versioning serves to create demand
    • How to price your versions in a way that paves the path for faster and less confrontational negotiations
  1. Write the Pitch
    • How to get and keep the attention of busy customers, especially executives
    • How to effectively explain to different groups (purchasing, end users, etc.) the results you deliver
    • Keys to building trust and reducing perceived risk so that the prospect naturally moves toward the sale
    • Why you need to explain the downside to the customer of staying with the status quo
    • How to talk about money and price early in the sales process, so that you naturally wind up in a similar place regarding price (which is especially important following a long sales process)
  1. Compete Where You Can Win
    • Why high-tech companies spend too much time chasing business that they either can’t win or can’t win at a profit
    • How to define a true win for your company
    • How to qualify the right opportunities and prospects for your business and products
    • How to find out what kind of relationship the customer ideally wants with your company and make that relationship work for you
    • How to identify price buyers, value buyers, and “poker players”
    • How to determine the customer’s willingness and ability to pay before investing time and money in a sales opportunity
    • How to move qualified opportunities along, or exit gracefully when you determine you can’t win
  1. Negotiate Better Agreements with Professional Buyers
    • The importance of using soft skills for hard conversations and negotiations
    • How professional buyers are trained, how they think, and what to expect from them during negotiations
    • Key strategies to getting customers to accept tradeoffs between price and performance
    • How to get valuable testimonials from customers who typically don’t give them
    • How to respond to difficult questions and demands, including:
      • “Don’t you want to save the relationship?”
      • “All of your competitors are cooperating!”
      • “It’s so hard to do business with your company.”
      • “We just found out we need another 25% discount right away.”
      • “If you can’t give us what we want, I’m going to call your president and complain.”
      • “This is your last chance. If you don’t give us what we want, we’ll never buy from you again and put you on our blacklist.”

Location: On-site or Virtual
Length: Half-day
Audience: Sales Reps and Managers, Marketing, Product Management
Price: $395 to $595 per person

Learn More

If this training might be right for you, or if you have any questions I can answer, please contact me at 650-862-0688 or don@redchasm.com. I look forward to helping you improve your high-tech sales process and profitability.