Customer Relationship Management Master Class Skills Training
- What is CRM and how should it be managed effectively?
- Relationship management life cycle and personality types
- Understanding why potential customers should buy your company: our competitive advantage
- Converting the customer for the long term: trust based selling
- The skills and technology needed for effective CRM
- Selling in the sophisticated professional service arena: the trusted advisor /consultative approach
- Escaping the price driven sale: when to sell and when to negotiate
- Prospecting strategies
- What does the client want: the fact find
- Motivating the client to do business using notable event
- Effective financial presentation skills
- Closing the deal
- Effectively handling objections
- Negotiating the best deal: dealing with pressure and satisfying the client
- Getting referrals and repeat custom
- Role Play of an effective relationship based meeting
- Building a wall of customer delight around your Customer
- Positively managing Challenging client situations
- Creating up selling and cross selling opportunities
- Case simulation of effective CRM
- Action planning
Day 1:
What is CRM and how should it be managed effectively?
Sessions aims: This session gives an overview of the big picture of CRM in the global world. It will look at why a strategic approach to CRM is becoming the key differentiator in the world.
Topics covered:
- CRM accurately defined
- Mapping the customer journey the CRM life cycle
- Effective CRM why the key to more business and reduced costs
Relationship management life cycle and personality types
Sessions aims:
The session will give an overview of the entire relationship management cycle and what skills one needs to utilise and at what stages. It will also give you a breakdown of some of the common personality types found amongst customers.
The course will provide research based answers on how to market and sell to these clients.
Topics covered:
- Post downturn trends
- Creating and adding to CRM
- Customer personality types
- Strategies to engage and sell to these personality types
Understanding why potential customers should buy your company: our competitive advantage
Session aims: This session will examine theories of value signaling and how delegates can use this to create a competitive advantage and higher value sales.
Topics covered:
- You against your competitors
- Why should customers buy you?
- The importance of positioning
- Cognitive dissonance and its role in value creation
Converting the customer for the long term: trust based selling
Sessions aims: Using case studies and small group discussion, the differences between manipulative selling and consultative selling will be drawn out. Research on buyers wants from financial advisors will be considered.
Two themes of the course will be introduced: converting transactional customer to relationship based ones and the need to create momentum in the sales process.
Topics covered:
- Trust based sales vs. manipulative sales
- Financial selling compared to other types of sales
- From transactional customer to a relationship customer
- The concept of the trusted advisor
The skills and technology needed for effective CRM
Sessions aims: Using case studies and real world examples this session will look at the structures, technologies and soft skills needed to create a seamless CRM process.
Topics covered:
- How to create a seamless journey for the customer
- What are the structures and needed to create an effective CRM process
- The technology aspect
Selling in the sophisticated professional service arena: the trusted advisor / consultative approach
Sessions aims: Using case studies and small group discussion, the differences between commodity selling and consultative selling will be drawn out. Research on buyers wants from financial RMs will be considered.
Two themes of the course will be introduced: converting transactional customer to relationship based ones and the need to create momentum in the sales process.
Topics covered:
- What do sophisticated buyers want
- Financial selling compared to other types of sales
- Establishing yourself as a trusted advisor for your clients affairs
- The habits of trusted advisors
Day 2
Escaping the price driven sale: when to sell and when to negotiate
Sessions aims: We look at how the relationship management sales process crucially differs from lower value selling and why pitching and price negotiation too early in this process destroys value for both client and advisor.
You will learn how to move price discussions further down the process.
Topics covered:
- The difference between high value and low value selling
- How not to be commoditized by your customer
- Negotiation and pitch only after value has been established
- Understanding cognitive dissonance in the price / value process
- Increasing average sales and solution value
Prospecting strategies
Sessions aims: Delegates in this session will become fully acquainted with all aspects of marketing to potential clients. By the end of the session they will have received feedback on both their initial face to face and telephone communication skills.
Topics covered:
- Self-generation of potential clients
- Lead generation for different financial markets: Reducing the disconnect
- Your initial benefit statement: why the first 30 seconds you meet someone is so vital
- Improving your impact in those first thirty seconds
- Making the first telephone contact
Seeing the world as the client sees it, not as it is Advanced CRM strategies to understand the customer
Sessions aims: This session will use a number of advanced behavioural finance techniques to diagnose client interests and financial strategies.
- The concept of the iceberg: when a client is evaluating financial decisions; we see only behavior. We need though to understand beliefs, feelings, values and experiences if we are to become a trusted advisor
- Understanding the concept of framing and how we can assist in reframing
- The concept of heuristics: interpreting meaning. Understanding the judgmental biases of the client
- Applying three models of risk seeking behavior by clients: customary wealth; aggregate consumption wealth
- and the S shaped utility function of wealth
- Argument-as metaphors and how they may be used as a vehicle to visualise decision support information
What does the client want: the fact find?
Sessions Aims: This session aims to assist those attending to understand basic sales psychology to assist them in identifying what motivates their client. Assessment will be made of current listening skills and advice given on how to improve them. All participants will be asked to role play using different questioning techniques so they can get a deeper understanding of effective questions.
Topics covered:
- The psychology of buying for the potential client: the difference between wants and needs. Emotional and logical decisions for buying
- The Pareto Principle: getting the client to talk
- Questioning: open, closed, reflective, leading and assumptive
- Listening skills: analysis of your current listening style; How to listen better
- The real skill of selling: uncovering implicit needs.
Motivating the client to do business using notable event
Sessions aims: One of the biggest mistakes people make is providing a solution to a clients implicit needs.
This session looks at how you get someone to make their needs explicit so that feel they need to take action regarding their financial situation.
Once this has been achieved the solution the RM offers becomes an answer to a problem which is difficult to say no to.
Topics covered:
- Why financial sales people fail
- Understanding why people buy
- Understanding the difference between an implicit and explicit need
- Getting people to see they need to take action by building up problems of doing nothing
Effective Communication skills, Personal Branding & Business Etiquettes
Sessions aims: This session will show participants how to present themselves as a problem solver, and use the personal etiquette and branding as a resolution to client needs
Topics covered:
- The concept of needs resolution
- Features, advantages and benefits of personal branding
- Etiquette and Business Networking Tips
Day 3:
A: Increasing closing rate and average value of sale
Negotiating the best deal: dealing with pressure and satisfying the client
Sessions aims: This session will at the phases we go through when negotiating. It will look at two key areas: using variables and holding your position.
Topics covered:
- The importance of recognizing cues to help you through the process
- Dealing with pressure to reduce your price
- Establishing your power base
- Understanding and using variables in the negotiation
Effectively handling objections
Sessions aims: Delegates will look at various ways to overcome resistance by the customer and also to present their solution to customer needs in the most positive way possible.
Topics covered:
- Effectively reducing objections
- Dealing with price objections
- Dealing with apathy
- Dealing with skeptical buyers
Closing the deal
- Sessions aims: Delegates will look at how to use effective closes that move the motivate prospects to become customers
- Topics covered:
- Alternative ways of closing: direct, conditional, alternative, subject to contract, impending event, paperwork etc.
Getting referrals and repeat customers
Sessions aims: This part of the course looks at how we can continue to build the relationship once we have made the first sale. It also looks at how we can sell into our clients personal or professional network. There is also advice on how to keep going when the pressure is on.
Topics covered:
- From transactional customer to relationship
- Handling rejection
- Reviewing transaction and service
Day 3: Continue.
B: Effectively managing the relationship for the long term
Building a wall of customer delight around your customer
Sessions aims: The best way to keep your customer is to make sure they are delighted with the service that you provide. This session will allow delegates to examine a number of leading edge strategies in this area
Topics covered:
- Research on how to create customer loyalty
- The importance of excellent customer service to you and the people you serve
- The five key principles of delivering customer service excellence
Dealing with client disappointments and positively managing challenging client situations
- Managing customer expectations
- Getting your client to value you
- Being data orientated when discussing client disappointment
- Understanding task related control to deal with client frustrations
- Successfully using advocacy and inquiry skills to reframe client criticism
- Assertiveness skills with clients
- Creating easy changeovers that preserve value in the relationship
- Positively phrasing in situations where you cant meet client needs
Creating up selling and cross selling opportunities
Sessions aims: It was always more cost effective to sell more to an existing customer than trying to bring a new one through the CRM life cycle. How to create such opportunities will be reviewed and analyzed.
Topics covered:
- Strategies to up sell
- Strategies to cross sell
- Integrating the above and positioning them in your service offering
Action planning
Sessions aims: This session focuses on what learning each delegate will bring back to the organization, and how they will apply it to improve their learning.
Dolphins Training & Consultants ltd
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P O Box 27859 00100 Nairobi, Kenya Tel +254-20-2211362/4/5 or 2211382 Cell+254-712-636404
training@dolphinsgroup.co.ke www.dolphinsgroup.co.ke
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