• Overview and Objectives

• Lesson 1: The Big Picture

• Lesson 2: How We Buy

• Lesson 3: Identifying Buyers’ Needs

• Lesson 4: Establishing Buyers’ Priorities

• Lesson 5: Seller’s Recognition of Needs and Priorities

• Lesson 6: Presenting Solutions

• Lesson 7: Summary of Selling & Buying (Up to the Presentation)

• Lesson 8: Implementation

• Lesson 9: Managing Relationships

• Lesson 10: Cognitive Biases in Buying

Identifying Buyers' Needs: 

The foundation of any sale and worthwhile relationship requires a clear understanding of the buyer's real needs - their situation, problems and opportunities. In this unit, you will learn the importance of first impressions, and how to use appropriate selling and interpersonal behaviours to achieve strong and positive relationships. You will enhance your questioning skills to obtain appropriate facts and information, and to get confirmation, agreement and commitment.

• Overview and Objectives     

• Lesson 1: The AEBR Cycle

• Lesson 2: Expectations

• Lesson 3: Cognitive Bias #1 – The Pygmalion Effect

• Unit 2 Exercise #1 - Attitudes & Behaviors 

• Lesson 4: First Impressions

• Lesson 5: Cognitive Bias #2 - The Halo Effect

• QUIZ #1 – Attitude, Behavior & Learning

• Unit 2 – Exercise #2: Elevator Pitch

• Lesson 6:  Questioning for Information

• Lesson 7: Types of Questions

• Lesson 8: Questioning for Needs

• Lesson 9: Cognitive Bias #3 – The Confirmation Bias

• QUIZ #2 – Identifying Needs

• UNIT 2 – Learn From Experience

• Unit 2 Action Plan

Activating Needs to Priority: This stage is the vital link between establishing needs and presenting a solution. We explore general and specific buying motives and identify and establish the individual motivations and drives of our buyers. You will learn specific questioning skills that focus the buyer on their real situation and help them clarify those needs that are priorities for them. You will become comfortable challenging the status quo.

• Overview and Objectives

• Lesson 1: Priorities

• Unit 3 – Exercise #1: A Recent Significant Purchase

• Unit 3 – Exercise #2: Buying Motives

• Lesson 2: Maslow’s Hierarchy of Needs

• Unit 3 – Exercise #3: Meeting Levels of Drives

• Lesson 3: Cognitive Bias #4 – The Optimism Bias

• Lesson 4: Prioritizing Needs

• Lesson 5: Consequence Questions

• Lesson 6: Feedback Questions

• Lesson 7: Listening Levels

• QUIZ #3 – Establishing Priorities

• Unit 3 Action Plan

Presenting Business Case Solutions: This unit is designed to move you towards mastery of presenting a business case that meets the buyer's specific product and service needs, demonstrates value, and is based on positive relationships. You will further enhance your questioning and listening skills. You will learn how to prepare generic and client-specific product and service analyses, based on a complete understanding of features, advantages, benefits and end results. You will prepare a value-based solution, with a documented value-added package, that effectively differentiates your solution. You will learn how to deal with various forms of resistance, including "price" issues, and positively sell on value and relationship factors.

• Overview and Objectives

• Lesson 1: Solutions

• Lesson 2: Product & Service Analysis

• Lesson 3: Analyzing Your Product/Service’s Benefits

• Unit 4 – Exercise #1: Analyzing Benefits  

• Lesson 4: ‘Lock & Key’ Solutions

• QUIZ #4 – Presenting Solutions

• Unit 4 Review and Coaching Session

• Unit 4 Action Plan

Implementation and Closing: Through an understanding of buying signals, stress and risk assessment, and closing techniques, you will learn how to support the buyer to implement their solution choice. Preparation of a checklist and plan will ensure both parties commit to and complete full implementation.

• Overview and Objectives

• Lesson 1: Implications of Moving Buyers From Solution to Implementation

• Lesson 2: Recognizing Buying Signals

• Lesson 3: Closing

• Lesson 4: Getting Buyer’s Decision to Implement

• Lesson 5: Indirect Closes

• Lesson 6: Cognitive Bias #7 – The Ambiguity Effect

• Lesson 7: Implementation Checklist

• QUIZ #5 – Implementation

• Unit 5 Action Plan

Managing Relationships: This unit looks at our customers in terms of importance and worth to help us better allocate our time. Development of an expectation feedback system helps us monitor and evaluate results against expectations. Proactive follow-up will ensure an ongoing relationship based on trust and credibility.

• Overview and Objectives

• Lesson 1: What Constitutes Relationship

• Lesson 2: Importance of Relationship

• Lesson 3: Prevalence of Relationship

• Lesson 4: Setting Up an Expectation Feedback System

• Lesson 5: The A, B, C Viewing of Customers

• QUIZ #6 – RelationshipsUnit 6 Action Plan