My entire professional life I have been wondering, why do salespeople do not get trained on how buyers think? The time that the best tactic was “going around the buyer” is long foregone, so why do sales trainings do not address the strategies and tactics of the buyer.

Just imagine that you (your team) understand the way that buyers look at products and services, what tactics they deploy and why the do that. What the say and what they mean.

To overcome these challenges, I have been given training to salespeople. Close to 100 sessions with more than 20 different companies in different industries (pharmaceutical, chemical industry, Fast- and slow-moving consumer goods, make industry), in fact the conclusion is “there are some differences, but a lot is the same”. It also led me to writing a book on the subject, together with Peter Cheverton from Insight Marketing and People.

It is not a negotiation training as such, but as tactics and strategies at the end come together in those final discussions, after understanding the tactics and strategies, we are going to try them out with role plays.

The program can be tailored to your specific needs, in an one day session of a training over two days. The later would allow role plays more tailored to your specific needs.

You can’t blame your sales team to not get the best value out of a deal if they have no understanding of their counterparts. It is your decision to make a change!