Programme · €400 per participant
Customers do not only want to hear that you are better. They want to know what it is worth. Over eight weeks your salespeople learn to turn a benefit into savings, productivity and return on investment, and to say that number out loud until a finance team would accept it.
Your coach
A native speaker of your team's language
Live
Week 5, a harder one
“Your machine costs 30,000 more. Show me where I get that back, and how fast.”
Saying the value is higher is the first step. Showing what it is worth, with the customer's own figures and a calculation they can check, is what holds the price when finance joins the meeting.
The gap
What actually changes
The first one is a claim. The second one is a calculation the customer can follow, built from their own figures and said in under two minutes.
“Our machine is more efficient and needs less maintenance, so in the long run it is actually cheaper for you. The total cost of ownership is much lower.”
It may be true, and the customer has heard it from everyone. There is nothing in it they could put into a spreadsheet.
“I understand the price is 30,000 higher, so let me show you where it comes back. 1You told me a stop costs you about 4,000 an hour and you lose around twenty hours a year today. 2Customers who switched cut that by more than half, so that is roughly 45,000 a year, plus about 8,000 in lower service costs. 3The difference pays for itself in well under a year. Shall we check it with your own numbers?4”
What we listen for
The same eight criteria as every Why Buy answer. In Advanced, the value summary has to carry a number the customer can check, and the credible details have to include their own figures.
The answer
Faces the price calmly and turns to value. No defence of the price, and no arguments yet.
What goes wrong for customers who choose a weaker offer, and what it costs them. Never a bad word about a named competitor.
The solution to that problem, with a detail that shows how it works or a customer who has seen it.
Adds it up in the customer's terms: what they get for the money, and why it is worth more than the difference in price.
How it is said
Specific enough that a consultant who has never seen your product could not have said it.
No hesitation at the price, no apologising, no rushing to fill the silence.
Easy to follow: each point leads to the next, and the customer hears where it is going.
The whole answer in about two minutes, while the customer is still listening.
How it runs
Each step is a short piece of hands-on work followed by a practice call, where the salesperson presents the result out loud: why buy your solution? Under three hours per person in total.
One benefit of your own product, turned into money: a saving, more output or less risk, with the arithmetic written down.
The questions that get the customer's own numbers, and simple formulas to put them into, so the calculation is theirs, not yours.
Harder cases: several benefits at once, a sceptical buyer, a finance director who checks every assumption.
The complete Why Buy answer with a calculated value summary and a return on investment, said in about two minutes.
The practical bit
What you get as a manager
“I have been working with global sales training for over twenty years, and Teknosell's individual coaching is the only training method I have seen that really works. Most training efforts are one-off events, while weekly coaching in local languages delivers a measured change in skill and behaviour.”
Questions
Eight weeks in which salespeople turn a benefit into a number: cost savings, productivity and return on investment, built from the customer's own figures and presented out loud in practice calls with a coach.
Salespeople who already have the basic Why Buy answer and sell on total cost: machines, vehicles, systems and service contracts.
€400 per participant, excluding VAT.
Under three hours per person over the eight weeks: short hands-on tasks and one to one practice calls on Teams.
The basic Why Buy answer, from the crash course, the Value Selling programme or the free Value Selling e-learning in the portal.
More than 30, each with a native-speaking coach.
Let's talk
Tell us what you sell and who your salespeople talk to, and we will show you what the eight weeks would look like with your own products in them.
