Selling Starts Here.
Corporate Trainings
More Excellence. More Performance.
CORPORATE
COMPETENCE TRAININGS
The CODE | 21 Sales Training Programs listed below are typical elements of an individually customized TRAINING JOURNEY. Content and structure are always tailored to your specific business model, depending on the SALES APPROACHES, SALES ROLES, and your MARKETS.
Tailor-made! Created for your world, with your design team!
The
Agenda Setter ©
THE AGENDA SETTER ©
Initiating New Business & Leads
CONTACT PHASE
Frontdesk, Gatekeeper, and Sponsor Dialogues to initiate new business with both existing and new clients in today's buyer-driven markets.
The
Change Agent ©
THE CHANGE AGENT ©
Creating New Sales Opportunities
INFORMATION PHASE
Buyer 4.0 sales conversations to generate demand and create new opportunities, aligned with the decision-maker's specific buying state in their Buyer Journey.
The
Business Expert ©
THE BUSINESS EXPERT ©
Value-aligned Opportunity Management
EVALUATION PHASE
Systematically steer opportunities toward a successful deal using specialized moderation and presentation techniques, along with targeted value-based argumentation.
The
Value Manager ©
THE VALUE MANAGER ©
Final Agreement Through Value Mediation
CLOSING PHASE
Successfully negotiate deals to reach final agreements and improve margins through value-compensation tactics, shifting the focus from costs to financial benefits.
The
CLIENT MANAGER ©
THE CLIENT MANAGER ©
Strategic Client Management
LIFECYCLE MANAGEMENT
Systematically develop and monetize the customer portfolio by using analysis and planning tools, as well as superior sales and price negotiation strategies with buyers.
The
Inside Sales Agent ©
THE INSIDE SALES AGENT ©
Internal Sales Department
SALES SERVICES
Handling lead qualifications and telesales dialogues to manage small business deals and transactional sales in today’s Buyer 4.0 market environment.
CODE|21 SKILL SETS AND SALES ROLES FOR
TYPICAL B2B BUSINESS SCENARIOS
➲ Creating New Business & Leads
THE AGENDA SETTER ©
Generating NEW BUSINESS is the foundation of a successful sales organization and ultimately essential for any strong sales team. However, in most cases, only 8% of sales leaders consider their teams’ pipelines to be healthy and sufficient. (SellingPower)
The AGENDA SETTER © is a specialist in engaging decision-makers and developing business in Buyer 4.0 markets. Through new CONTACT STRATEGIES and value-based DIALOGUE and MESSAGING TOOLS, they systematically approach decision-makers to arrange meetings and create opportunities for new business.
HOW: Buyer 4.0 Contact Strategy, multi-stage Acquisition Conversations, Messaging Tools, Sales Playbook, and Exit & Follow-Up Strategies.
- identify HIGH POTENTIALS in the market,
- develop a personal MARKET DEVELOPMENT STRATEGY,
- build a Buyer 4.0 specific CONTACT STRATEGY,
- identify the BUYING REASONS and the CUSTOMER NEED for each individual persona,
- identify the IDEAL DECISION-MAKER,
- organize access to KEY PLAYERS and EXECUTIVES,
- formulate PROMPTERS and SCRIPTS for addressing different targets,
- deal with OBJECTIONS and define EXIT STRATEGIES,
- create a SALES PLAYBOOK to improve performance and efficiency,
- and define a FOLLOW-UP STRATEGY.
With the newly designed contact strategy and BUYER 4.0-aligned DIALOGUE and MESSAGING TOOLS, the decision-maker contact ratio and the number of responses will improve.
At the same time, this leads to healthier pipelines with more high-quality leads, ultimately increasing opportunities to generate new business.
➲ Buyer 4.0 Sales Conversations
THE CHANGE AGENT ©
85% of decision-makers feel their expectations are not met in conversations with sellers, and 90% of sales conversations fail to address what matters most to the buyer. (Forrester Research)
The consequence: No interest – No evaluation – NO DEAL!
With newly acquired CONVERSATIONAL COMPETENCIES, the CHANGE AGENT © drives new business with both existing and potential customers, expands cross- and up-selling opportunities, and successfully introduces new products to the market. The key to success: The innovative DISC CONVERSATION MODELS, designed to align precisely with the mindset of today’s buyers and their evolving decision-making and purchasing codes.
HOWs: Buyer 4.0 Sales Conversation Model, Tools of the Dialogue Framework, DISC Conversation Styles, Storyboards, Touchpoints, Call-To-Action, Buying Vision, Value-Chain ©, Buyer Qualification.
- use new CONVERSATION MODELS to address the changing buying behavior and the new decision-making practices of Buyer 4.0,
- recognize the Buyer’s BUYING STATUS and position in his BUYER JOURNEY,
- create and tailor the appropriate CONVERSATION CONCEPTS and STORYBOARDS,
- open the conversation by teaching relevant INSIGHTS,
- take the lead in the conversation through the use of value-based CONVERSATION TOOLS,
- influencing and lead the Buyer through CONDITIONING TECHNIQUES to towards our product portfolio,
- outline the MAIN BUYING CRITERIA ,
- create a solution linked to the MAPPING TABLEAU,
- specify the VALUE of your offering including highlighting the economical impacts in a joint discovery journey with the decision-maker,
- develop quantified BUYING VISIONS and
- illustrate results with special WHITEBOARD and STORYTELLING TECHNIQUES,
- finally qualify the Buyer and
- define the FOLLOW-UP or in a more complex sale the EVALUATION PROCESS to finish the conversation with a CALL-TO-ACTION.
With the new BUYER 4.0 CONVERSATION MODELS, salespeople exactly meet the expectations of modern decision-makers, stand out from the bulk of traditional product and solution sellers and, as a result, increase their performance, conversion and final success rate.
➲ Opportunity Management
THE BUSINESS EXPERT ©
According to buyers’ perceptions, only 14% of suppliers possess true USPs that significantly set them apart from other vendors. Additionally, 60% of opportunities are not lost to competitors but fail to close altogether. (CEB | IDC)
The way a product is sold is, therefore, far more decisive in closing a deal and standing out in the evaluation process than the product itself.
Through professional sales cycle management based on a structured control and management tool, the BUSINESS EXPERT © systematically advances opportunities to closure, differentiating themselves through presentation and facilitation techniques that precisely align with the buying and decision-making processes of modern buyers.
HOWs: Dialogue concepts for opportunity and sales cycle management, Sweet Spot Presentations, Opportunity Assessment, Validation Plan, Review Dialogue, Check-and-Balance, BAFO.
- perform an OPPORTUNITY ASSESSMENT,
- create a COLLABORATION PLAN as part of the buyer qualification process to
- organize ACCESS to individual members of the BUYING CENTER
- actively influence the EVALUATION PROCESS and
- ensure a well-organized ORCHESTRATION of the sales cycle.
- carry out specific DIAGNOSTICS in order to
- specify the DEMAND PROFILE
- and recognize the VALUE PREFERENCES,
- carry out a systematic CONDITIONING of the Buyer,
- if necessary, redesign an existing BUYING VISION,
- develop a solution by using a MAPPING TABLEAU,
- create a SWEET SPOT PRESENTATION based on the findings and results achieved,
- design an appropriate WIN PLAN,
- conduct REVIEW CONVERSATION to eliminate red flags,
- set up a VALIDATION PLAN,
- put together a BAFO in the style of an EXECUTIVE PROPOSAL,
- perform a CHECK-AND-BALANCE MEETING to pre-screen the final negotiation.
Salespeople confidently guide the BUYING COMMITTEE through a multi-stage evaluation process using conversation and presentation concepts derived from various tools applied throughout the journey.
This approach allows them to stand out from competitors, improve their chances of making the shortlist, and increase the likelihood of securing a final agreement. Most importantly, consistently executed opportunity management helps prevent “no deal” scenarios.
➲ Final Agreement
THE VALUE MANAGER ©
In today’s market environment, the buyer is in the driver’s seat, holding the power and often dominating negotiations when it comes to final agreements. This is especially true in commodity markets, where differentiating solely through technical product features is nearly impossible.
VALUE MANAGERS © are experienced negotiators who engage buyers at eye level by leveraging negotiation concepts based on equal terms and value-driven closing strategies. They apply ZOPA negotiation tactics and closing techniques aligned with the Quid Pro Quo philosophy.
By employing value-based argumentation, the win rate can increase by up to 60% (IDC).
HOWs: Buyer 4.0 dialogues for presenting proposals and finalizing deals through value-based price negotiations. Value Preference Grid, ZOPA Strategy, Buyer Tactics, Get-and-Give Mediator
- perform Buyer 4.0 aligned PRESENTATIOS OF QUOTATIONS,
- apply STORY TELLING and VISUALIZATION TECHNIQUES,
- use the Value-Chain© to lead the conversation,
- manage the BUYING CENTER in a differentiated way by “tailoring” CUSTOMER NEEDS,
- design a VALUE PREFERENCE GRID for this purpose,
- prepare for a FINAL NEGOTIATION,
- create a NEGOTIATION STRATEGY,
- use ZOPA NEGOTIATION TACTICS,
- define goals and NEGOTIATION PARAMETERS,
- prepare for critical NEGOTIATING POSITIONS,
- plan and reduce NEGOTIATION RISKS that may arise during negotiations,
- use differentiated VALUE ARGUMENTATIONS for price statements and push backs,
- deal with different CHARACTERS OF NEGOTIATORS,
- address typical BUYER TACTICS,
- develop a GET-TO-GIVE MEDIATOR concept,
- create a CONVERSATION PLAN along with MILESTONES to manage the negotiation masterfully,
VALUE-based NEGOTIATION STRATEGIES ultimately lead to more closed deals and higher margins by shifting the buyer’s focus from prices and costs to benefits and profits.
Sales managers can improve their deal closure rates and achieve ambitious targets with BUYER 4.0 conversation concepts, specifically designed to enhance proposal presentations and effectively manage final negotiations.
VALUE-based NEGOTIATION STRATEGIES ultimately lead to more deals and higher margins as sellers shift the buyer’s focus from prices and costs to benefits and profits.
Sales managers are able to improve their deal rates and meet ambitious targets with the BUYER 4.0 conversation concepts designed to better drive the presentation of proposals and to effectivley manage final negotiations.
➲ Client Management
THE CLIENT MANAGER ©
The development and monetization of existing accounts is one of the most critical tasks in a smart sales organization.
Existing clients are key to maintaining effective sales cost ratios, healthy margins, value creation, predictable revenue streams, and overall business growth. Balancing new business acquisition with the strategic expansion of existing accounts is essential for sustainable market development.
CLIENT MANAGERS © specialize in systematically developing and monetizing existing customer relationships. This involves strengthening client loyalty through regular meetings to secure ongoing business, as well as initiating new opportunities to expand future scope and volumes.
HOWs: Portfolio Analysis, Account Planning, Opportunity Planning, Cross- and Up-Selling, Annual Meetings, Strategic Business Conversations, and Price Negotiations.
- systematically expand and monetize Existing Clients by
- performing a portfolio analysis,
- establishing a differentiated account segmentation,
- and setting up account plans,
- thereby identifying growth customers,
- develop individual business plans for core accounts,
- carry out an opportunity planning
- stimulate demand among value sponsors and decision-makers,
- design appropriate conversation models for cross- or up-selling,
- define the appropriate storyboards,
- select suitable conversation tools,
- and systematically perform a segment-based business development.
- to drive customer retention by using annual meetings and strategic conversations
- as well as conduct PRICE CONVERSATIONS with customers to secure the running business,
- in the case of general PRICE INCREASES, which are to be regularly enforced in the market,
- when product-specific PRICE INCREASES are ahead,
- or when facing price attacks from competitors,
- how to successfully use the psychology of price negotiation for this purpose,
- learn about typical buyer tactics,
- know how to respond in the best possible way,
- and understand what the biggest negotiation mistakes are,
- learn the most proven negotiation tactics, by
- knowing the different types of price conversations
- and covering the outlined negotiation scenarios with a 4-stage conversation model
- using ZOPA or get-and-give negotiation strategies when needed, and
- using an “AIRBAG STORY” to show new perspectives in order to strengthen the business relationship in the long term despite the current critical situation.
With these concepts and corresponding CONVERSATION MODELS, salespeople can systematically grow customer business, maintain consistently high profitability, and generate sustainable value.
➲ Inside Sales
THE INSIDE SALES AGENT ©
Inside Sales is becoming increasingly important due to the differentiated handling of customer segments and the rise of online business.
This role is particularly challenging, as transactional sales of standard products prioritize price and availability for customers, offer limited opportunities for competitive differentiation, involve short contact times, and frequently lead to price-driven discussions.
Beyond that, the Inside Sales Agent © must also focus on up-selling, expanding sales through additional services or add-ons, and identifying high-potential prospects to qualify and forward to Field Sales. Success in this role requires a well-structured approach and a high level of sales excellence.
HOWs: Sales dialogue models aligned with Buyer 4.0 principles, Discount Dialogue, Follow-Up Dialogue, Closing Dialogue, Upselling Dialogue, Cross-Selling Dialogue
- execute a structured LEAD QUALIFICATION and thereby:
- evaluate the individual BUYER PROFILE,
- identify the BUYING STATUS,
- specify the NEEDS and REQUIREMENTS,
- use ROUTING CRITERIA to qualify INCOMING LEADS,
- and, if necessary, assign and forward the contact to Field Sales.
- have a conversation similar to a Sales Consultant,
- create a BUYING VISION through a product statement,
- use the possibility of CROSS- OR UPSELLING,
- check the caller´s READINESS TO BUY in order to receive the order,
- if necessary, CREATE A QUOTE and consistently manage the FOLLOW-UP,
- at that point start with a VERIFICATION of the sale,
- have a final, predefined PRICE NEGOTIATION,
- explore again his WILLINGNESS TO BUYand close the deal,
- optionally prepare an EXIT STRATEGY,
- initiate a LEAD NURTURING process to initiate FOLLOW-UP BUSNESSand to build a long-term customer relationship.
With the Buyer 4.0 conversation concepts, Inside Sales can improve conversion rates while simultaneously achieving targeted sales margins.
By implementing new conversational skills and price negotiation techniques, Sales Management enhances the level of excellence within Inside Sales—transforming the department into a highly effective sales channel.
