Dave Fellman/APDSP Six Part Sales Training Series

David M. Fellman is the president of David Fellman & Associates, Raleigh NC, a sales & marketing consulting firm serving numerous segments of the graphic arts industry. He is the author ofSell More Printing(2009) andListen To The Dinosaur(2010), whichSelling Powermagazine listed as one of its “10 Best Books To Read in 2010.” His articles on sales, marketing and management topics have appeared in a variety of industry publications, and he is a popular speaker who has delivered seminars and keynotes at industry events across the United States, Canada, England, Ireland, Australia and New Zealand.

David Fellman & Associates

If you ask a printing/data solutions salesperson whether he/she wants to make more money, the answer is almost always yes. Yet month to month and year to year, most printing/data solutions salespeople aren’t making significantly more money. So where’s the disconnect? If you think about it, it can only be in one of two places: they really don’t care about making more money or they don’t know how.
If they really don’t care, there’s not much that you can do. If it’s a matter of not knowing how, though, that’s an entirely different story. Training is the answer, and the more focused the training, the more likely it is that some of it will stick.
With that in mind — and with time and travel cost factored in — APDSP and Industry Consultant Dave Fellman have put together a 6-week tele-training program which will provide focused and industry-specific sales training with no travel cost and a minimum of time out of the field. The sessions follow a logical order which will give your salespeople application time in between sessions. All sessions will be recorded, so they can be accessed in real time or at a later time. In addition, each registration includes one hour of one-on-one time with Dave, which can be used by the salesperson to gain clarification on the material discussed in the webinar, or to get advice on specific sales situations, or by the salesperson’s manager to discuss further training, management or motivational issues.
Week 1: Time Management and Organization — A fundamental issue for many salespeople! Time is money, but if it’s not managed well, the payoff is never what it could be/should be. This segment will introduce 5 proven ways to improve time management and organizational skills and increase productive selling time. 
Week 2: Prospecting — Time is money, and customers are money too. A salesperson who isn’t making enough money probably doesn’t have enough customers! Dave Fellman defines prospecting as an activity chain which begins with the identification of “suspect” companies, and ends with the first face-to-face meeting. This segment will define a step-by-step, process approach to prospecting, facing each of the many prospecting challenges in turn and gaining those all-important first meetings. 
Week 3: Questioning Skills — The first face-to-face meeting represents the end of the prospecting stage and the beginning of the convincing stage. It also represents the heart of the opportunity stage, and the objective of that stage is to learn about the prospect — not just to make a “presentation” about your company’s products and services and capabilities, but to identify the hot buttons that will turn some of those prospects into customers. 
Week 4: Convincing Skills — This session will explain how to build real credibility as the relief for their pain or the solution to their problems. The focus is on creating an effective proposal and presenting it efficiently and effectively, including what sort of documents to include to how to keep price in its place. 
Week 5: Negotiation Skills & Strategy — Here’s a common scenario. Your price is “competitive” but not the lowest in the competition. You want the order, but you don’t want to cut your profit margins. What you really want is for your salesperson to convince the buyer that you’re worth more money. This segment will teach your salespeople that negotiation is about more than just lowering your prices.
Week 6: Customer Maximization Skills — Every customer provides you with three levels of value. First is the value of what they’re buying from you now, and your challenge is to protect it. Second is the value of what they could be buying from you, and your challenge is to sell all of your product line. Third is the value of influence, and your challenge is to leverage this value through referrals and testimonials. In this segment, Dave will explain how to gain maximum value from every customer relationship.

Dave Fellman/APDSP Six Part Sales Training Series

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