Three day role-play workshop using CCTV and play-back analysis to develop delegate skills in building and negotiating a customer strategy
Building the customer strategy
1. Why Numbers-Based Negotiation?
2. Establishing the Need: Financial Analysis of the Major Customer’s Business
- Impact of the global financial crisis and flat-line demand
- Using open domain information, summary of key financial insights
- What realistic growth can the customer expect in the current climate?
- How you can impact the customer’s profitability (cost cutting and sales driving)?
- Identification and quantification of the customer’s needs in negotiation
3. Effective persuasion within the customer (the decision-making-process via numbers)
- Job and functional needs of colleagues/customers, in financial terms
- Key members of the decision-making unit, their job and emotional needs
- Needs-based persuasion using a hands-on tool-kit
- Needs-Benefits-Features analysis applied to the customer
- Identifying and managing objections
- Influencing key members of the decision-making-process via their needs and impacts on the purchase decision
4. Summarising your competitive appeal (Buying Mix Analysis)
- Overall appeal of your company vs. its competitors, in the eyes of its key customers
5. Calculation of the cost and value of your current trade package for the customer
- Terms and Trade credit given to each client
- Deals & Allowances, trade investment, research and trials, cost of each to your company
- Value of each element of the package to the customer
6. Negotiating change with the customer – key elements
- Size of annual ‘deal on the table’
- Setting a realistic objective with each customer
- KPIs and compliance required
7. Concession management in negotiation with the customer
- Identifying & evaluating possible concessions by your company and its customers
- Quantifying concessions
- Setting ‘must-get’ vs. ‘like-to-get’ limits for concessions
- Using numbers to add value & devalue concessions
- Tactical use of numbers at different stages of negotiation
- Handling impossible requests i.e. conflicts with your company policy
- Use of numbers to prioritise Buyer/Seller ‘shopping lists’
- Matching / trading concessions & costing results to conclude a deal
8. Conducting and closing the Deal
- Insisting on fair-share negotiation, with ‘equal’ trade partners
- Negotiating one-on-one and in multifunctional teams
- Key roles in negotiation and how they impact the result
- Signalling: verbal and non-verbal communication at each stage of the negotiation process
- Achieving willing compliance
- Follow-up and KPIs
9. Analysis of the result
- How much was gained from the customer
- How much was given away
- Overall profitability of the deal
- Application to other customers
10. Action Plan
- Application of insights to other major customers
- Detailed preparation for Role-play of negotiation
Workshop Structure
Days 1 & 2 will be focused on a review and fine-tuning of pre-workshop preparation, factoring in any updates to the business relationship, and re-emphasising key elements of negotiation from the customer’s point-of-view. Preparation will also include syndicate team preparation for the buying and selling sides of the negotiation sessions.
Day Three will consist of practical role-play sessions and analysis aimed at negotiating elements of the customer strategy, not only to develop delegate skills but also to identify practical obstacles involved in implementing the plans within both company and the customer.
A personal Role-Play DVD containing all role-plays will also be provided for each delegate for personal study and follow-up reviews with line management following the workshop.
FREE 6-month subscription to NamNews/KamCity.com
To tune you into the key trade issues and maximise output, all delegates will receive daily trade updates via email and full access to KamCity.com, from the time of booking.
