Rainmaker Training: A Cross-Selling Workshop?
Can the people across your company describe what you do for your customers?
Can they really describe it to your satisfaction?
Could their descriptions motivate a client to ask for more information on the service?
Try these workshops with your team as a test.
It helps if your cross-selling workshop facilitator has had some
exposure to Sales and Marketing concepts and References /Case Studies.
If you need help You can email us on firstname.lastname@example.org
Conversational Elevator Pitch and Value Propositions
This workshop is designed to get your teams to articulate what benefits you and your people deliver to your clients.
First you go around the room explaining that you are the Chief Executive of one of your major clients.
Shake people’s hand and say ” Hi I’m John Smith. I’m Chief Executive here. Who are you and what do you do around here?”
We suggest that you try this now (go on stand up from your desk now! )
Go and see what your team actually say!!
Common things we hear are….
- I’m a Q.S (that’s a Quantity Surveyor for the uninitiated)
- I’m an Enterprise Solutions Architect… ? Well if we ever need one we’ll ask!
- A few use technical jargon loaded statements that are unintelligible to the non expert
- Others give a detailed description of the project that they are working on and the people they work with
- Or One Wag just said …”Do you know where the loos are here?”
If your people give you sensible short and succinct answers then stop now.
There’s really little to be gained by continuing ..
HOWEVER if they can’t deliver that kind of message then carry-on
Step 1. What are the long / the medium / the short answers?
- Introduce the team to the 5 areas of Business Benefits
- Get them to describe something that you and your team do that delivers …
- An ability for your client to increase their revenues
- An ability to reduce their costs per transaction
- Increases their employee productivity
- Allows them to increase their customer satisfaction
- Makes the business compliant with one or more laws of the land
- Have the teams connect what you do to one or more of these benefit areas
- Get them to come up with a 5 or 6 sentence answer to the above CEO’s question
- Get them to shorten it and make it punchy
- Next job is to have a 2 sentence summary that still mentions major benefits
Expect to see people deliver sentences that are full of techno-speak. Disallow those
However you’ll see people come up with benefit connections you hadn’t seen.
You might also see that the team does not know what benefits you bring to your clients at all! You might also see that given some of your answers that your
marketing collateral does not make benefit statements at all!! ( We did
only find that in one case)
You should now have your Elevator Pitch and you should make sure everyone in the company can say it.
Step 2: Describing your Value Propositions to parts of your client decision making unit (DMU)
- Ask each team to describe the various players in the typical DMU for their customer
- Ask ”What do these people worry about?
- Senior Executives (MD, FD, ITD, Engineering):
- These?? Courts / Cash / Customers / Competition / Competency
- Middle Management (Business, Financial, Technical)
- Specialists (Business, Financial, Technical)
- Have them describe your value proposition to each category and segment
- Capture and share the output with the team
- Get the team to own sharing stories on clients
If this sounds like something you could see working in your team…
If you’d like us to act as a Cross-Selling workshop facilitator and run this workshop for you
Call us or email us email@example.com