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, 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 facilitated workshop is for colleagues specifically 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, that 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. Due to the confidential nature of both your business and that of your customer, Digital Distance are happy to agree a non-disclosure agreement with you prior to the course.
Pre-work enables delegates to get the most from their commitment to this one-hour course and is invited to attend this half-day course at either our training centre in the Essex countryside or at the venue of your choice.
Post-training, group and/or individual video conference calls are scheduled between delegates and Digital Distance professionals to help embed the skills learnt as busines as usual, and answer further questions. A virtual or face to face leadership team debrief is also available including recommendations for maximising the effectiveness of the training and future actions.