Smart Selling

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Duration: 1 Day

"Our staff should always explore customer needs and provide them with the complementary services we can provide. This course has helped to give people the skills and confidence to use their knowledge to the mutual benefit of the customer and the company."

Lesley Cochrane, Branch Manager

Course Overview

One day course designed for all employees within a business travel environment who are customer-facing.

Course Objectives:
  • To improve the selling skills of staff.
  • To emphasise the importance of selling the full range of products.
  • To have a consistently positive attitude to all customers and improve repeat business.
  • To share the full range of options available to staff as they serve their customer base.
  • To improve morale through the reiteration of the importance of the role they perform.
  • To therefore improve revenue for the Company.

The Company has recognised the changing competitive environment we are working in. Issues such as internet access and cost reductions in spend by clients have underlined the need to add value to customers' needs while at the same time to capitalise on the potential future needs of existing and new clients. A tiny fraction of income is now derived from commission earnings from suppliers; the vast majority is based on the willingness of customers to pay service fees, and from suppliers paying to achieve sometimes significant sales targets. While constantly striving to improve the service provided, it has been identified that every member of staff has a contribution to make to the Company's future revenues.

Focused training in this area will naturally improve the skill base of staff and consequently make the Company more competitive in a highly competitive sector.

Consultation with key stakeholders and decision-makers within the business has resulted in a number of 'must do' issues in three main areas, Attitudinal Aspects, Skills Requirements and Process Driven Priorities. In other words, we need to be assured that staff know what to do, know how to do it and can deliver this in a way that is consistently customer centric.

These have been elaborated below:

Attitudinal Aspects
  • The right 'selling' attitude. The key SMART attributes of being creative, innovative, savvy etc.
  • Overcoming reticence or shyness to sell.
  • Taking personal responsibility for providing the best selling experience for the customer.
  • Being 'alive' to opportunities.
  • Being motivated and seeing the importance of selling yourself and the Company.
  • Constantly striving to keep up to date with and use product knowledge.
  • Being open to changing your style in relation to advice from others.
  • Recognising where the business used to be and where it is now.
  • Knowing what the Company's priorities are.
  • Recognising where the revenue is coming from now and focusing on these.
  • Realising that each individual can take personal responsibility for increasing it.
  • Recognise that by doing so your own personal remunerations will be enhanced through Company Incentives.
  • Regaining pride by recognising the value your service can bring to the customer as well as the Company.
Skills Requirements
  • Telephone skills
  • Understanding how to cross-sell and up-sell products and services
  • Recognising how and when to use features and benefits to sell to clients
  • Consistently selling in the right way using honesty and integrity as the keystones for long-lasting relationships with clients
  • Using the right communication skills to build and maintain a productive relationship with clients (courtesy, listening, responding positively, exchanging and sharing appropriate information with the client, etc.)
  • Being open to changing your style in relation to the customer's communication needs
  • Using the technical equipment in the best way to assist (not replace) your service.
  • Knowing the items that bring most remuneration to the company without compromising the service to the client (this is always a delicate area)
Process Driven Priorities
  • Using the right information and tools in the most cost-effective way in order to prevent unnecessary spend correcting errors
  • Understanding and utilising the growing information available through the Branch's SMART Intranet Site
  • Using and sharing Internet site knowledge
  • Consistently selling in the right way (process) using the 'preferred' suppliers
Course Content & Agenda

The content of the course focuses on three main areas:

  • What is happening within the business and sector today and how it will develop in the future?
  • What are the skills required to be successful, and
  • What do I need to do to be as effective as possible for myself and the Company?

The course requires four distinct approaches to maximise the learning for delegates:

  • Presentation
  • Discussion and questioning
  • Group exercises and presentation
  • Role play