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Sales Magnetism! Lead Customers to a Decision Through Proving Your Undeniable Value Dr. Maribeth Kuzmeski — Clinical Assistant Professor for the School of Marketing and International Business in the Spears School of Business at Oklahoma State University Sales Magnetism! is a process to attract and lead customers to a decision that is right for them, not to sell in a traditional manner. It is founded upon a company’s intrinsic benefits, strategic development of relationships, and passion for exposing its unique culture. The result is a decision by the customer to buy, continue to buy, and become a vocal fan- fueled by the use of your magnetic opportunities to create an ongoing magnetic attraction. This workshop is sponsored by the School of Marketing and International Business and the Center for the Future of Work in the Spears School of Business at Oklahoma State University. Participants earn 0.1 to 0.6 continuing education units (CEUs) upon completion of this seminar.

The Sales Magnetism! Motto: If we have what you want, we will never “sell” you anything.

SEMINAR OUTLINE

I. Magnetism! Part 1: Sharing, not selling proof points

A. Recognizing the significant value proof points in the firm. B. Methods for introducing and discussing significant value proof points in every new customer interaction. C. Methods for reminding current customers of your significant value proof points. D. Identifying and overcoming objections before they are voiced by the customer. E. Active learning exercise: Identify magnetic opportunities through use of your proof points.

II. Magnetism! Part 2: It’s about the people

A. Where is the memorable customer connection being made? B. Enhancing relationships through maximizing key connection points. C. Opening lines to engage all customers. D. Active learning exercise: Identify magnetic opportunities within your customer relationships.

III. Magnetism! Part 3: Understanding and utilizing your competitive advantage

A. Words you use matter. B. Connecting your words with what the customer desires and their preconceived objections. C. Specific value words that engage. D. Active learning exercise: Identify magnetic opportunities through your use of stand-out words. C. Identifying opportunities to leverage your advantages through asking powerful questions. D. Active learning exercise: Identify magnetic opportunities through your advantages. IV. Magnetism! Part 4: Stand out companies have stand-out messaging A. Recognizing the elements that make up your competitive advantage and why. B. Strategies for mixing in your competitive advantage and highlighting the obvious benefits for customers.

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