The Best Seller

Who it is for

B2B salespeople and account managers, key account managers, business managers, consultants, technical staff with sales responsibilities, and business owners of SMEs who personally handle sales.

Objective

Give participants a comparative view of the leading B2B consultative selling models, helping them recognise the logic, assumptions and limits of each, and select and adapt the model — or combination of models — best suited to their offer and their type of client.

Curriculum

1. 1The B2B playing field3 hours

   • How B2B buying changed: wider decision committees, self-informed buyers, and what digital tools and artificial intelligence did to the buying path
   • Transactional selling versus complex selling: what each demands in practice
   • Anatomy of a B2B sales cycle: stages, timing and breaking points
   • Exercise: mapping your own sales cycle and where deals leak out of it
   • Why universal scripts fail: introducing the criteria for choosing a model
2. 2The discovery models3 hours

   • SPIN Selling: situation, problem, implication and need-payoff questions
   • Consultative selling: the seller as adviser; active listening and diagnosis
   • Explicit and latent needs: the craft of the question that uncovers
   • Classic mistakes: presenting too early, selling features instead of consequences
   • Exercise: building and rehearsing a discovery script in role-play
3. 3The value and tension models3 hours

   • The Challenger Sale: teach, tailor and take control; commercial insight as the differentiator
   • Value selling and the return argument: putting a number on the economic impact
   • The Sandler system: up-front contract, role reversal and handling "no"
   • From a generic value proposition to a quantified one
   • Exercise: building a commercial insight and a return case for each participant’s own offer
4. 4Qualification and pipeline discipline3 hours

   • MEDDIC and MEDDPICC: metrics, economic buyer, decision criteria and process, identified pain, internal champion
   • BANT and GPCTBA: where they still hold and where they mislead
   • Mapping the buying committee: who decides, who influences, who blocks, who pays
   • Pipeline hygiene: real probability, forecasting, and the nerve to disqualify
   • Exercise: qualifying the participants’ live opportunities
5. 5Choosing, integrating and applying3 hours

   • A comparison matrix of the models: strengths, limits and where each one fits
   • Choosing criteria: deal value, cycle length, how novel the offer is, buyer maturity
   • Objections and negotiation: defending price and protecting margin
   • Exercise: building your individual sales script
   • Final presentation and discussion of the application plans

Skills you will develop