Description
'Business' is not a product like any other. A unique and complex combination of products, technologies, services or tailor-made services, the matter is detected very early on with the client, at the idea then project stage, to transform into a consultation, more or less formalized by a specification according to the sectors of activity. A global solution will then be developed in response to the needs expressed, then negotiated before being produced and implemented over time. The stakes are high, the case cycle is often long. Many players, from the client as well as from the supplier or even other partners, will have intervened during the life of the business and will have been the contact of the business engineer. All these specificities make the profession of business engineer a commercial profession like no other. This training reserved for business engineers provides mastery of 4 major dimensions of the position: Prospecting, Studying, Negotiating business and Managing relationships with various stakeholders.
Who is this training for ?
For whom ?Company working on a business basis and marketing solutions or services with high added value: studies and engineering; High-tech solutions; IT services company; construction; business services. Business engineer, business manager, sales engineer, manager and executive in charge of the commercial development of their unit in France or internationally.
Prerequisites
Training objectives
Training program
- Position yourself upstream of projects
- Engage in the commercial approach as early as possible in the client project: bring new ideas to life, anticipate specifications.
- Optimize your time by focusing on promising projects and potential: qualify the projects ('Bid/No Bid', 'Go/No Go'); know the decision criteria and the competitors; choose your positioning: differentiate yourself and present an original, non-comparable solution
- Make yourself essential: build a network of relationships within the client organization
- Establish effective and relevant customer contact: choose the means (telephone, meeting); prepare your questions; bring added value to each customer contact.
- Take advantage of each customer contact to diagnose the project's challenges and build the most impactful offer.
- Identify the client's decision-making circuit: qualify the actors; exploit their privileged contacts
- Mobilize your internal team around customer issues and the offer to be developed
- Position yourself as a conductor.
- Communicate to: explain, involve, organize; inform continuously.
- Remote activities
- A training module
- Obtaining the support of your interlocutors.
- Adopt an effective commercial organization
- Understand your relationship with time: assessment and analysis of the time spent on different missions.
- Build your personal organization: prioritize your priorities; react to unforeseen events and emergencies without getting trapped.
- Setting a course: determining a business strategy and action priorities
- Adopt business marketing.
- Analyze your customer portfolio, your positioning with the customer.
- Choose and prioritize your targets.
- Segment the market: the diversification matrix.
- Introduce business reviews to better develop your customer portfolio.
- Build customer loyalty, prepare for next business, obtain recommendations.
- Design tailor-made, value-added solutions
- Involve the client's project stakeholders in the construction of the solution.
- Structuring your technical and commercial offer: the content of an offer.
- The best tips for writing an interactive offer and standing out from your competitors.
- Highlight your solution through the form of presentation materials
- Highlight your tailor-made solution in one page: the executive. summary.
- Write a powerful cover letter
- Sell the value of the offer to a customer group
- Involve the client in the preparation of the sales meeting.
- Make an impression from the first seconds.
- Highlight your approach.
- Establish dialogue, respond to objections, engage your interlocutors
- Negotiate on an equal footing with the client
- The 3 areas of negotiation: technical, commercial, financial.
- Identify the issues of negotiation and assess the balance of power.
- Adapt to the forces present: the resource matrix
- Prepare your commercial negotiation
- Anticipate possible attacks on the budgetary, technical and legal aspects of the offer.
- Define your objectives and your room for maneuver: the negotiation strategy.
- Conduct face-to-face negotiation
- Remain in control of the progress of the negotiation.
- Face the client's demands and attacks.
- Obtain compensation for any concession.
- Avoid cascading concessions.
- Assert yourself in difficult situations: DESC.
- Remote activities
- Two training modules: Managing objections - Level 1'; Managing objections “Level 2'.
- Evaluation of acquired knowledge
