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2001
— Inside Sales for the New Century
Course
Block Description:
Each of the three related courses
in this course block deals with the role and skills of inside sales in
distribution as it exists today. The three courses are: The Role of Inside
Sales, Sales and Customer Service Skills, and You and the Company
The content for this
course is provided by Chuck Holmes, president of Corporate Strategies,
Inc.
Competencies:
On completion of the
course block the student will be able to:
- Understand the
various roles of inside sales in the changing business of distribution.
- Be able to describe
four inside sales models used by distributors today.
- Understand the
company/customer relationship ladder and the advantages of the relationships
on the higher rungs.
- Identify a customer's
position on the Profitability/Loyalty matrix, and improve it by addressing
it appropriately.
- Deal properly
with the three parts of the customer encounter.
- Identify features
and benefits and present them properly.
- Identify and deal
with objections.
- Identify time wasters.
- Set appropriate personal goals.
Measurement:
The best way to determine whether the inside sales person is actually using
the skills taught in the course is observation; however, over time you should
see results measures, including:
- Increased invoice
averages.
- Increased sales.
- Better handling
of problems and problem customers.
- Decreased entry
errors.
- Greater involvement
of inside sales in account planning.
Reinforcement:
Management can reinforce
the skills taught in this course by:
- Including inside
sales in account planning with outside sales.
- Reviewing problem
situations and providing coaching.
- Asking insdie sales
to set appropriate goals and periodically reviewing those goals.
Management Involvement:
The
course includes a number of Practical Application Exercises designed to
help the learner develop a better understanding of specific concepts.
The manager should let the learner know at the beginning of the course
that he or she considers these PAEs important and will review the results
of each one with the learner. The PAEs in the Inside Sales course are:
- 2001_1_5 —
Asks the inside salesperson to talk with internal customers to determine
what they expect from inside sales and to talk with you regarding how
inside sales fits into the selling system of the company.
- 2001_2_2 —
Asks the learner to select three important accounts, determine where
on the relationship ladder each account is and discuss with the outside
salesperson working the account how the relationship might be improved.
- 2001_2_3 —
Asks the learner to complete a matrix to discover opportunities to sell
additional lines into existing customers.
- 2001_2_4 —
Asks the learner to create a "first-step" statement for each
of the three prospects identified in the previous PAE as prospects for
additional lines.
- 2001_2_5 — Asks
the learner to complete a call plan showing how they can help the customer.
- 2001_2_6 — Asks
the learner to construct feature/benefit statements for the calls planned
in the previous PAE.
- 2001_2_7 — Asks
the learner to construct feature/benefit statements for four products.
- 2001_3_2 —
Asks the learner to maintain a time diary for two days and analyze it
to identify time wasters and opportunities to improve productivity.
Center
for Distribution Education
2300 Henderson Mill Rd., Suite 312 Atlanta,
GA 30345
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