• slidebg1
    A State of the Art Trainning Solutions.
  • slidebg1
    Internationally recognized health and safety qualifications.
  • slidebg1
    Covering a wide range of disciplines and industries.

Sales & Marketing

Achieveing Marketing Excellence in Service Organizations


Traditional sales approaches are becoming less effective, as customers demand more. Out-dated practices such as offering ‘unique selling propositions’ are fast becoming ineffective. Sales teams now require a more integrated and co-ordinated selling strategy that is supported by effective communications, which give customers a ‘unique reason to buy’ from your company.

This training course is for companies that want to avoid selling on price and become the customer’s preferred supplier. On this training course you will learn how to create a selling strategy for a segment, which builds powerful relationships and delivers superior value propositions that customers are happy to pay for.

The approach explained on the course is already being applied successfully by global companies.

This training course will feature:

  • A new philosophy that challenges current sales practices
  • Building irresistible value propositions
  • Ten key principles of strategic selling
  • The insight required to build the strategy
  • How to structure the sales strategy
  • The tools you require to deliver value propositions
  • How to implement the sales strategy


By the end of the training course you will be able to:

  • Construct a clear sales strategy
  • Create stronger value-propositions that transcend price
  • Win support internally to achieve sales targets
  • Build preference and strengthen customer-relationships
  • Offer superior value to customers and charge for it

Target Audience

This training course is for sales directors, sales managers, account managers and sales-teams that want to introduce a more strategic approach to selling. It will help them to win more customers, build better relationships with customers, sell at a premium and be accepted as a more-valuable partner.

The training course is suitable for a range of professionals and will greatly benefit:

  • Managers and directors who want to manage their sales team strategically
  • Sales teams that need to adopt strategic selling
  • Executives required to create value propositions
  • Communications executives who want to communicate strong value propositions
  • Senior managers who want to build stronger relationships with customers
  • Experienced and new sales executives

Sales & Marketing Outline

The coure covers the following topics:

Day One: Understanding Purchasing & Strategic Selling

  • How B2B purchasing is changing
  • Strategic selling and why it is essential
  • Why selling must change and how
  • Best practice in strategic selling
  • Breaking the low-price cycle with strong value propositions
  • Understanding your company’s strategic intent

Day Two: Understanding how the Selling Strategy will Align with the Brand

  • Using brand to win customers and contracts
  • Identifying opportunities to add value
  • Assessing competitors and creating superior differential advantage
  • What does a good customer look like?
  • Defining the customer-needs across a segment
  • Overcoming the limitations of Miller-Heinemann

Day Three: Influencing the Customer’s Specification, Building Preference and Raising Credibility with the Right People

  • How to influence the customer’s specification
  • Building preference and credibility
  • Setting strategic selling objectives
  • Defining the selling strategy
  • Who to target to win the sale?
  • Defining the priority, importance and tasks

Day Four: Creating Meaningful Value Propositions

  • How to build superior value-propositions
  • Moving away from the USP
  • What should you sell and why?
  • Avoiding the ‘price destroyers’
  • How to justify higher prices
  • The myth of TCOO
  • A strategy to win bids

Day Five: Understanding the Communications Requirements that will Support Sales to Win New Customers and Build Relationships

  • Communicating to win new customers
  • Communicating to build existing relationships
  • Communicating for credibility and influencing the sale
  • Winning with principled negotiations
  • Winning support internally
  • Measuring the results of sales strategy


Ref Location From To Cost
SM12 Kuwait 21-6-2020 25-6-2020