Based on customer requests, I am going to hold the Sales Academy again in London on 22nd and 23rd February 2018. The academy is designed exclusively for selling translation and localisation services. We cover the entire translation sales cycle, taking account of the buyer’s journey and buying criteria, from lead generation to questioning techniques; from sales cycle management to handling objections & negotiation. We cover 6 key aspects of sales:
Lead Generation – How to Find Translation Buyers
Finding prospective buyers is easier and more challenging than ever! It’s easier, because so much of it can be done online, right at your fingertips. The challenge is that there are more channels than ever to find leads. This is further complicated by the fact that just about anyone can be a buyer of translation services. This session breaks this process down into something manageable fun. We’ll learn how to identify and research potential translation buyers using social media, networking, cold calling and other means. You’ll come away with a more targeted, personalised and effective approach to lead generation and understanding of the customer’s buying journey that drives the sale.
Capturing Translation Buyer Interest
Whether you’re cold calling or contacting a prospective buyer on LinkedIn, it’s important to establish credibility very quickly. In this session you’ll learn how to lead sales conversations by delivering relevant messaging according to the buying stage of the customer and the medium on which you are contacting them. We then cover questioning techniques that help you identify customer problems and goals and establish a high level of credibility with the prospect. You’ll learn how to see yourself from the buyer’s perspective and be able to answer the question “why should the prospective customer buy from me”? You’ll come away knowing how to handle the “I already have a vendor I’m happy with” objection. You’ll gain further insights into using social media to your greatest advantage by creating a more attractive profile and learning how to engage with customers social media.
Opportunity Management: Keeping the Sales Conversation Going
Winning new translation customers is a multi-conversation process across multiple channels. Sales conversations are driven by our knowledge, asking smart questions throughout the sales process and sending the prospect information that is relevant to their stage in the buying process. In this session you’ll learn the art of asking different kinds of questions to understand your customers aspirations and problems, buying process and decision criteria. You’ll come away with a questioning toolbox that will help you get the information you need to build a compelling solution for your prospective customer and a 12-touchpoint communications plan that you can even automate to send out relevant communications at the right time.
Managing the Sales Cycle- Ensuring We Make Our Numbers
Setting interim sales goals is crucial to winning new business. Since selling translations requires multiple conversations over a certain period of time, interim goals can ensure we are on track to closing the deal. They serve as a sanity check to verify the customer is still engaged and interested in buying our solution and that you are still aligned with the buyer’s journey. You will come away from this session with concrete ideas for setting your own interim goals that will help you better manage the sales process and know when to abandon a sales opportunity.
Handling Price Objections
Although there are many kinds of customer objections, price objections are by far the most ubiquitous in selling translation services. Too many translation sales people concede to price objections without ever challenging them. This is a mistake. In this session we’ll identify the different types of price objection and explore what may be driving them. We’ll then work through the objection-handling process and develop responses that address each type of objection head-on. You’ll come away with a long list of objection responses that you can start using immediately.
Negotiating More Profitable Outcomes
This section focuses on how to prepare for negotiations and key negotiation tactics that will increase your chances of winning sales opportunities with higher margins and and less “scope creep”. You’ll learn to do this in such a way that the customer feels they have achieved what they want, while respecting you and your company’s need for profit. You’ll come away from this session with a negotiation prep sheet that you can reuse for all your major sales opportunities and 4 key negotiation tactics that work well with translation buyers.
Multi-participant discounts are available.
Registration and/or details upon request here. Payment is required on or before 15 February to secure your spot.
Payment: Bank transfer preferred, details upon request.
Location: Central London (TBD)