Upcoming Events - October 14 and 21, 2009

Business Communication and Influence

Turning Selling into Buying for Everyone

Speaker

Trevor Wilkins
Principal, Holis Associates

Session Overview:

You’ve got a great market analysis; your product is really strong; you’ve got a terrific team; and you’ve worked hard to find your first happy customers. But how do you leverage all that to grow your customer base more easily; find strong investors that suit you; and recruit dependable channel partners that work for you? 

Specifically:

• You need to increase sales to stay on target.
  You could give out brochures and commission plans to new salespeople and hope for the best or attend this transformational workshop to learn how to make you, your sales, engineers and support staff, work together to reliably make people buy your product, services and ideas in a way that the old ‘spray and pray’ approach has never achieved.
• Channel distribution is ideal for your product but the risk is daunting.
  You could cross your fingers and sign up as many unproven partners as possible or invest in two energetic mornings and walk away with a proven approach to find the best partners and ensure they sell your product before others, without your constant assistance.
• You seek investors for the next stage of your great project.
  You could pitch your offering to anyone and everyone and play the numbers game or discover a focussed approach that inevitably gets you the best partnership possible with your backers, based on a solid, productive agreement.
• Your next stage of growth has arrived; your company is mature and has real revenue.
  You could work even harder for longer or take away a productive new commercial framework that can kick-start your next leap forward in opportunity qualification, product management and sales organization.

Attend the Business Communication and Influence workshop to practice and master skills that will allow you to:

• present to people what they will actually buy,  no more “spray and pray”;
• influence others to buy using powerful, ethical, yet easily learned, linguistic techniques;
• stop wasting time, effort and resources on poorly qualified prospects;
• forget the anxiety of ‘the close’ and enjoy discussing how to supply what they ask for;
• create high value strategic business earlier and more easily, out of low priced opportunities;
• run effective, unintimidating and controlled commercial meetings that deliver the goods;
• spend your time, and that of your customer,  ‘creating a buy’ rather than forcing a sell;
• feed consistent, objective data into your company’s management decisions; and
• release valuable time for whatever else is important to you in your life and work.

(To see and hear how we work visit www.holis.ca)

Topics covered during these two mornings of training, demonstrations and practical exercises include:

• Why and how customers buy products, ideas or visions
  Analyse why anyone would truly give you their money or time.
• What people take away from doing business with you
  What creates the psychological ‘push and pull’ behind buying.
• The human communication model
  Understand and apply how your customers filter, process and react to information they receive.
• The four-see exercise
  Put real, practical muscle on seeing buying from the customer’s point of view.
• So what?
  Extract really useful commercial truths from your features and benefits list.
• Precision questioning #1
  Move a customer to your position of strength, and help them understand their problem better.
• Buying drivers — their pairs and triplets
  Create personal and corporate, towards and away from, yearned and generated takeaways.
• A practical ABC analysis  
  Practical exercise on a model company.
• Meeting structure and tools
  Maintain control of direction, level and content, while moving your client towards a buy.
• Business conversations that flow in two directions and finish with a desire to buyMaster structures and phrases that give you strength, direction and confident control.
• Precision questioning #2 and #3 and advanced commercial elicitations
  Demonstrations and discussion only.
• Elevator pitches
  Create and take away effective, precise language that makes people want to know more.

Join us at these workshops if you are:

• wanting to improve your own or your team’s profitability;
• responsible for raising capital or finding channels that deliver on day one;
• tasked with marketing activity that truly drives sales;
• in charge of product management or development activity; or
• a founder, visionary or thought leader who needs to free up more creative time

Speaker's Bio:

Throughout Trevor’s 23 years in International Finance & Technology Markets and a successful 15 year military career before that, he has seen countless examples of both superb and dreadful influence. The failures have mostly stemmed from 'spraying' ideas and proposals at people without discovering what will truly motivate them to 'buy into' what's offered.  This is as true of influencing a CEO to spend $5M as it is getting your kids to tidy their room.

By blending customer solution sales, the disciplines of cognitive and behavioural psychology and the many lessons learned Trevor has created an energetic and practical programme that transforms the effectiveness of his clients - be they sole traders or large international operations. 

Register Online
Online registration must be made by credit card

Register by Fax | October 14 - Add to your Outlook* | October 21 - Add to your Outlook*
* Click on "Add to your Outlook", select "Open", choose "Save and Close". Works in IE only.

Cancellation Policy:
Only cancellations received in writing by fax/email two working days prior to the event date will be refunded, less 10%. Substitutions are permitted and notification prior to the event date is appreciated.