Overview

In today’s fiercely competitive market, simply having a good product is not enough. This workshop transforms your sales team’s skills into a decisive strategic asset, equipping them to not only compete but to win. 

Participants will learn and apply The Competitive Selling Process, a continuous cycle of rigorous analysis and precise execution. The program moves beyond traditional sales techniques, focusing on how to assess the complete competitive landscape, strategically position your solution, and apply that intelligence directly within customer conversations.  

The ultimate goal is to elevate salespeople from product vendors to trusted business advisors who can confidently outmaneuver the competition. By mastering this strategic approach, your team will learn to protect market share, shorten sales cycles, and articulate value in a way that leaves a lasting, winning impression

Skills Covered

  • Master the Assess Phase: Conduct thorough research across three critical domains that influence competitive outcomes: Your Customer, Your Competitor, and You.
  • Analyze Your Position: Critically evaluate the customer’s circumstances and needs, understand the unique value your solution brings, and assess the strengths and weaknesses of both direct and indirect competitors.
  • Open with Impact: Initiate customer conversations in a way that immediately differentiates you from the competition by targeting deeper issues that drive their decisions.
  • Execute Probing Strategies: Employ advanced questioning techniques to close information gaps, provide unique value to the customer, and cultivate awareness of needs that directly align with your competitive advantage.
  • Leverage Your Strengths: Effectively articulate and support your position using both exclusive and shared features of your offerings, and adeptly handle customer concerns stemming from competitive information.
  • Close to Maximize Advantage: Construct compelling and powerful value propositions that leave a lasting impression and secure the win against competitors.

Prerequisites

The participants must complete Pre-Mastery test.

Target Audience

This workshop is ideal for experienced sales professionals, sales managers, and their marketing and support staff who operate in a competitive environment. 

Course Curriculum

Module 1: The Customer’s Domain

  • Discussion: The Customer’s Domain 
  • Large Group Activity: Circumstance, Need, or  
  • Need Behind the Need? 
  • Individual Application: Call Planner – The Customer’s Domain 

Module 2: Your Domain

  • Introduction: Your Domain 
  • Team Discovery: What Makes Us Unique? 
  • Individual Application: Call Planner – Your Domain, Product Profile 
  • Self-Assessment: You and The Great Divide  

Module 3: The Competitor’s Domain

  • Discussion: The Competitor’s Domain 
  • Group Discovery: Competing for Wallet Share 
  • Individual Application: Call Planner – The Competitor’s Domain 

Module 4: Exclusive and Shared Features & Benefits

  • Discussion: Compare Exclusive and Shared  
  • Features & Benefits How to Close 
  • Individual Activity: Comparing Two Products 
  • Individual Application: Call Planner – Compare Exclusive and Shared Features and Benefits  

Module 5: Opening

  • Discussion and Team Activity: Opening with Value 
  • Individual Application and Pairs Practice: Call Planner – Preparing Your Open 

Module 6: Probing

  • Reading and Discussion: Competitive Probing Strategies 
  • Pairs Practice: Developing a Competitive Probing Strategy 
  • Individual Application and Pairs Practice: Call Planner – Applying Probing Skills 

Module 7: Probing: Creating Customer Awareness of Needs

  • Discussion: Probing to Create Customer Awareness of Needs 
  • Team Competition: Probing to Create Customer Awareness of Needs 
  • Individual Application and Pairs Practice: Call Planner – Creating Customer Awareness of Needs 

Module 8: Supporting

  • Team Activity: Marker Support Statement 
  • Individual Application: Call Planner – Building Your Support Statement 

Module 9: Supporting and Concerns

  • Pairs Role Play: Prepare for the Competitive Challenge 
  • Group Discussion: The Showstoppers – Skepticism, Misunderstandings, and Drawbacks
  • Team Practice: Developing Showstoppers 
  • Pairs Practice: Practicing Restarters 
  • Individual Application: Call Planner – Preparing for Customer Concerns 

Module 10: Closing

  • Reading and Discussion: Creating a Value Proposition 
  • Team Exercise: Value Proposition Round Robin 
  • Individual Application: Call Planner – Closing with Value) 

Module 11: Tying It All Together

  • Role Play 

Day Two Workshop Wrap Up

  • Your Key Insight 
  • Most Improved Participant Award 
  • Feedback Questionnaire 
  • Certificates and Final Remarks 

Dates & Locations

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Exam & Certification

This course is not associated with any Certification.

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