Situa&onal Nego&a&on Skills 2: Compe&ng on Value™

The Business Case for

Situa1onal Nego1a1on

Skills 2: Compe1ng on

Value™

A common scenario:It’s no secret that today’s customers are more empowered than ever before. They are constantly moving, always connected, and extremely well informed. To bring value to this new breed of customer, sales organiza>ons are abandoning the tradi>onal playbook and seeking new ways to become partners with their customers and a strategic asset to the companies they represent. Instead of going into a company and talking about what they sell, today’s top sellers are asking themselves, “What is the customer trying to accomplish, and how can we help them?” It’s about trying to understand their pain points and bringing differen>ated solu>ons to them. Meanwhile, customers want new terms of engagement: They want to dictate how and when they will buy, what informa>on they will share, and at the end of the day, what price they are willing to pay. Although some sellers have managed to thrive in this new world, many s>ll struggle with challenges such as:

• GeIng customers to think differently about their needs and the ways in which these needs can be met

• Managing price pressure and the “commodity mindset” that many customers have

• Understanding the known and unknown influencers involved in making a buying decision

• Being able to answer the ques>on “why would the client spend one dollar on our solu>on”?

• Controlling the sales process, who is involved and when, determining selec>on criteria early, and gaining agreement on >me frames for decision making

What can be done?: Situa5onal Nego5a5on Skills 2: Compe5ng on ValueTM

Designed for graduates of the Situa&onal Nego&a&on Skills™ program, RED BEAR’s SNS2: Compe&ng on Value™ is a highly interac>ve, customized two-day program for sellers who work in B2B sales, sell to high-value customers, and nego>ate in a complex sales environment. Focused on reinforcing exis>ng nego>a>on skills and developing new, more advanced nego>a>on skills, the SNS2 program provides sellers with the confidence and competence they need to face some of the most challenging sales and nego>a>ons scenarios they encounter throughout the sales cycle.

Situa&onal Nego&a&on Skills 2: Overview

The SNS2 program combines advanced nego5a5on training with opportuni5es for coaching and consulta5on in a highly customized, two-day format. As part of this process, each par5cipant will be asked to:

• Iden5fy and prepare informa5on on two current challenging real-world account nego5a5ons before training;

• Analyze an actual customer case study before training as part of their pre-work assignment which is then discussed in class with respect to strategic and tac5cal strengths and weaknesses. Lessons learned from this case are then applied to nego5a5on plans that par5cipants will develop for the real-world account scenarios that they iden5fied before training;

• Work in groups/teams to iden5fy the six toughest nego5a5on situa5ons they encounter and then develop strategies in class to deal with those situa5ons while geJng feedback and coaching from the instructor;

• Nego5ate a real-world, company-specific case with a strong emphasis on ü Posi5oning the sales/nego5a5on process; ü Iden5fying and gaining par5cipa5on of key decision makers; üUncovering and priori5zing customer needs; and ü Posi5oning the premium value of the total solu5on.

Situa&onal Nego&a&on Skills 2: Key Concepts

Posi%oning the sales process more effec%vely – By being able to determine who in the client organiza%on is involved in the decision-making process and what influence they have, understanding what their roles and responsibili%es are, determining their selec%on criteria early on, and nego%a%ng to get the right people involved at the right %me

Framing – The nego%a%on within the context of the sales process so that the needs of the individuals and the organiza%ons they serve are met

Anchoring– The value of your company’s solu%on based on being able to show the ROI and other net benefits

Price Pressure – A model for being able to manage price pressure by acknowledging and deferring the issue un%l value has been established

Making the best ROI/business decisions – Vs. what appears to be the cheapest cost solu%on by developing skills to:• Deepen and Broaden the needs of the client to create a

stronger value proposi%on• Compare and favorably contrast your company’s solu%on

with other less beneficial op%ons

Situa&onal Nego&a&on Skills 2: Key Takeaways

• Prac%ce and apply a new model designed to help sales professionals effec%vely deal with price pressure. As part of this process, par%cipants will be asked to work through company-specific exercises that are designed to improve their ability to Deepen and Broaden buying criteria and beCer posi%on the premium value solu%on

• Nego%ate a real-world, two-part company case designed to build the three skills necessary to:

üDeepen and Broaden buying criteria; üGain agreement on key needs; ü Acknowledge and Defer the price issue; and ü Establish the value proposi%on and demonstrate ROI

• Par%cipate in an Applica%on Clinic: Each par%cipant will create a nego%a%on plan with specific objec%ves and a %me frame in which that plan is to be implemented (post-workshop) with a commitment to report back on specific results

Discovery learning. Par$cipants learn by doing. More than two-thirds of the program is spent in actual simula$ons, followed by structured debriefings in which skill-building needs are iden$fied and addressed.

Extensive feedback. During the program, par$cipants receive personal feedback reports on their use of conten$on behaviors and verbal feedback from peers and their instructor. This feedback is obtained through the use of a Pre-Workshop Materials package consis$ng of surveys that are sent by the par$cipant to selected peers or customers. The surveys are returned, anonymously, to par$cipants for self-scoring.

Applica9on planning. Par$cipants periodically pause during the program to document how they plan to apply what they have learned to actual conten$ous situa$ons.

The Learning Approach

SNS2: Compe+ng on Value™ Workshop Agenda

• Introduc)on and Objec)ves• Discussion: Revisi)ng the Sales Nego)a)on Principles and

Behaviors• Nego)a)on: Death of a Salesman• Skill Development: Anchoring and Framing*• Applica)on Exercise: Your Toughest Nego)a)ons*

Lunch Break (45 Minutes)• Unexpected Loss Case Study*

Consultant’s Report Exercise: Iden)fying Our Typical “Wrong Turns”*

• Nego)a)on: Unexpected Opportunity*Skill Development/Prac)ce

• Framing Mee)ngs*Posi)oning a Favorable Sales Process*Homework: Prepare for Day 2 Nego)a)on

• Nego)a)on: Applying Your Skills (Part 1)• Skill Development/Prac)ce:

The Price Pressure Skills— Acknowledge and Defer*— Deepen and Broaden: Stage 2 QuesDons*— Explore and Compare* Lunch Break (45 Minutes)

• Nego)a)on: Applying Your Skills (Part 2)*• Applica)on Clinic: Planning for an Upcoming

Nego)a)on*• Back-Home Ac)on Planning*• Evalua)ons• Adjourn

DAY 1 DAY 2

* Denotes where client-specific custom cases are used

About RED BEAR Nego.a.on Company

RED BEAR Nego.a.on Company is a global performance improvement firm dedicated to maximizing the profitability of the agreements nego.ated with customers, suppliers, partners, and colleagues. Our work helps your organiza.on drive more compe..ve wins, reduce discounts, shorten sales cycles, ensure supplier quality, reduce costs, protect against margin erosion, manage risk, increase internal alignment, and support achievement of other cri.cal corporate goals. Our proven approach helps our clients achieve desired business results, and significant improvements in human performance. Visit us at: www.redbearnego.a.on.com.