Research into customers’ buying behaviour proves that, in complex B2B transactions, customers are better informed than ever before having done more research prior to contacting potential suppliers. In the new reality, with customers looking to re-assess what is core to their business moving forward, this trend will continue. In an increasing number of cases, customers are making key decisions about their requirements and defining assumptions regarding their solution prior to engaging with any suppliers at all.
In these cases, the role of the supplier is more fulfilment based and therefore subject to a ‘race to the bottom’ on price.
To counter this risk, avoid the price war, and re-position yourselves as trusted advisors, suppliers need to shape their customers’ thinking and therefore disrupt their buying processes in the supplier’s favour. To achieve this outcome, suppliers need to teach their customers something new about the customer’s business, they need to challenge their thinking and they need to show though leadership. Your marketing professionals and business development executives are key resources in this approach.
At Digital Distance we help you and your marketing and business development teams do exactly this. We call this method “commercial teaching”.
TARGET CANDIDATES
This is an open course for multiple organisations. It is specifically designed for the Small/Medium Enterprise (SME) market or for individuals focused on:
The workshop enables these colleagues to lead new opportunities using commercial insight.
It provides a deep-dive into leading with insight and commercial teaching skills enabling the delegates to teach the customer something they don’t know about their own business. This challenges their current thinking and causes them to sit up and take notice.
The delegates have time to practice and improve these skills in the workshop, becoming more familiar with the messaging choreography and the most effective way to utilise it as the course progresses. Delegates are encouraged to bring real opportunities to work on so there is an immediate benefit on their return to work.
Pre-work enables delegates to get the most from their commitment to this short course delivered remotely via a digital medium of your choice, providing an ideal situation to practice the skills needed to engage effectively with your customers in a virtual environment.
Post-training, group and/or individual video conference calls are scheduled between delegates and Digital Distance professionals to help embed the skills learnt as business as usual, and answer further questions. Specific 1:1 follow up calls can be scheduled by separate arrangement as required.