CBIES AUTOMOTIVE-Value-oriented Sales Training

Have you ever lost an order because of the low price competition?
Do you ever get anxious because a client is holding PO confirmation?
Most importantly, do you want a quick deal at a right price?

In order to solve the above problems encountered in the business, Mr. Bob Yan, vice general manager of Hebei Sinostar, conducted a profound sales training for everyone on the morning of Jan. 22nd, which clarified the direction for sales to improve their professional quality. 

At the beginning of training, Bob raised a basic question: What is sales, and what are the qualities of sales? Some colleague said that sales is the person who sells products and services. Some said that sales is the person who meets the needs of customers, and another opinion is that sales are the bridge between the company and customers. In fact, what everyone said is right, but it is not comprehensive and deep from the value-oriented point of view. Bob took a case according to the theory of value sales, and concluded that value sales are people who create and deliver value to customers. Therefore, the definition of value sales is: value sales is a series of activities of value creation and value delivery

Equation 1: Actual value = value of product + value contributed by the sales

Equation 2: Customer value = actual value × customer perception

Then, Bob asked us a question: "What kind of sales do buyers hate the most?". Colleagues were actively involved and brought up many uncomfortable purchasing experiences, such as:

1. Sales who negate customer needs and talk too much.
2. Sales who discredit their competitor.

3. Sales who is eager to clinch a deal, frequently let customer confirm orders.
4. Sales whose product knowledge is not enough.
5. Dishonest sales.
6. Sales who always provide an unreasonable high price.
7. Sales who don’t respond to customers in time.

After discussion, Bob broke down the stages of work from the perspective of the sales and purchasing process, telling everyone that doing the right thing at the right time is the only way to get a better result. And Bob provided a set of sales methodology for newly joined sales staff so that they can build their own sales style on this basis.

Next, the training mainly centered on the "MEN" model, that is customers' Expectations, business needs and personal motivation. Customer expectation is the customer's specific solutions, that is, inquiry information and product information; the business requirement is what problem the customer wants to solve with the solution; Personal motivation, as the name implies, involves the personal interests of customers.

After the sales model introduction, the training was successfully completed and everyone completed the homework well. We believe this training will guide the young sales to pursue the true value that they can provide to customers and improve their daily work in the meantime. We look forward to creating more outstanding achievements for Hebei Sinostar's building materials, hardware, auto parts and furniture products under the guidance of value-based sales methodology