Engaging Value asks the question “why do people buy?” and answers it by stating that customers buy value – and value is something that the seller has to understand from the customer’s point-of-view. From this initial premise, the program explores how to engage the account at the various functional levels within an organization and how to align with key players in terms of overall vision, tasks, interest, and tolerance for details.

Next, the program examines how to analyze the competitive landscape focusing on differentiated value.
Then, the program examines the components of a value message, the technique used to initiate engagement and capture customer interest.

By the end of the program, you will be able to strategize a comprehensive sales approach to any and all levels within an account you select and, in the process, position yourself as consultative, aligned, and understanding seller and provider of differentiated value.

Additional entries will include:

Managing Decision Stakes: How to assess and address the impact on and involvement in decision-making in an account by considering all the political and functional ripples of the decision throughout the client organization.
Account Traction – How to maximize your past and present relationship with an account to leverage future business so that you can build upon presence, momentum and opportunity.
Building Business Relationships: How to get beyond the ambiguity all-too-often associated with this critical task by examining the stages of a burgeoning relationship and the concrete, practical and achievable actions you can take to initiate, expand, and sustain a value-based and
business-oriented relationship.