San Francisco, California, USA
London, United Kingdom
Are you finding it harder then ever to differentiate your offering or solution, or even to get in the door of the senior decision makers who buy your services? Not only does solution selling not work anymore, but buyers hate being sold to – which is why the type of relationships you build, and the impact you have right from your first email and first meeting, become more and more important. In fact, they become your differentiator.
ENGAGE is about the skills and attributes that not only enable you to do this, but give you the confidence to actually put it into practice.
Developed by Keith Dugdale and David Lambert, authors of the best-selling Smarter Selling: How to grow sales by building trusted relationships (Financial Times Prentice- Hall 2007), the ENGAGE skills program is based on their proven approach of providing value in every interaction. It has now been delivered to more than 10,000 people who are responsible for business-to-business sales around the world in both public and in-house workshops – from consultants and small business owners to employees and leaders of Fortune 500 firms.
Join Keith and Luc Kox, from Perth-based business Blue Horizon Solutions, as they bring ENGAGE to Perth.
Relationship skills are essential in selling, but ENGAGE is not just for salespeople. This program will enable you and/or your team to build trusted, partner relationships (be it with customers, suppliers or internally within and between teams) so you can:
- Interact effectively with anyone.
- Build sustainable differentiation.
- Create environments in which people buy (and you don’t have to sell).
- Achieve consensus quickly.
- Be sought out as a business advisor beyond just your own technical expertise.
- Get more repeat business.
- Increase business referrals.
By the end of the two day workshop, participants will have learned:
- What behaviours build trust in sales conversations….and how to avoid those that do not.
- How to identify the right person to talk to in any organisation..and who to avoid and why.
- How to identify the four common types of business relationships, and how you can create the right relationships with the right people.
- How to write engaging emails/make engaging phone calls that make senior decision makers want to meet you.
- How to ask questions and deliver value in every conversation so you engage your clients and prospects, build trust and win work….profitably and quickly. Without any hard sell.
- How to follow up meetings in a way that continues to build the relationship.
- What to say to genuinely differentiate yourself from your competitors…and what to avoid.
What you can expect:
The ENGAGE workshop is highly interactive, involving a lot of hands-on workshopping. ENGAGE is focused on giving you practical tools and techniques that you can implement straight away. At the end of the two days you’ll have developed a relationship plan for a current or desired client, and have a personal development plan focused on the most important things you need to work on to become a trust business partner. Following the training, not only will you have access to Keith as an ongoing coach and mentor, but you’ll also join a network of alumni who you can connect to and share ideas with.
What kind of people and organisations can benefit from ENGAGE?
Keith developed the training after 25 years working with PwC, so we find that the ENGAGE course resonates really strongly with people from professional services firms – from engineers and accountants, to lawyers and financial advisors. But we’ve worked with a range of other B2B organisations who’ve seen huge benefits too – from a small locksmithing business and a food services business, to an IT consultant (see the testimonial from Joe below) and working with Adidas’ B2B sales reps on a global scale.
Ultimately, it doesn’t matter if you’re a one-person-band or running a team in the largest of organisations; if you’re selling human-to-human, you can benefit from ENGAGE.
Here's what some past participants have had to say:
"I consider myself extremely lucky that my professional path crossed that of Keith nearly four years ago, and that I can count Keith as one of my mentors today. In the space of four years, Keith and his ENGAGE approach to business have given me the tools and the confidence to take my career in a different direction, at a much faster pace. Keith has shaken my frame of reference, and this has delivered so much for me, personally, and for my organisations. Keith has been (and continues to be), a very influential person in my career. I cannot recommend highly enough for anyone to try and get to know the man and his approach to business."
Julien Lepetit, Sales Coach and Client Development, PwC Zurich (formerly a Principal Engineer before attending ENGAGE)
"The IWEU approach has been very beneficial to our team when engaging with both clients and prospective clients. It is terrific tool that drives the client focus we seek at all times. This has been important in building our lawyers' skills to become our clients' best partner, which is fundamental to our overall strategy. We have found it resonates with lawyers at all stages of development. There are many examples where the approach has led to excellent outcomes for our team."
John Steven, Partner and Head of M&A Division, Minter Ellison
“I often tout the value of the training you gave to our team as an example of the importance of proper relationship building. I use the example of my experience as an outsider coming into Australia and in less than 6 months developing strong client relations and eventually growing our work in the areas of the business where I was focused. I won’t give you all the credit since I feel like relationship building was always a strength of mine, but I saw a lot of value in the training, guidance and direction provided in your sessions. The use of the I We U approach really helped improve my chances of getting in the door. The combination of a more focused approach from your training, and something of value to offer our clients made a very powerful combination.”
Joe Chapman, Vice President, Water (USA), AECOM
"I have attended dozens of sales training courses and read almost every business book about sales and building relationships over my 20 year sales career. Out of all of them, I am only willing to recommend one. Keith Dugdale has literally written the book on building relationships as a deliberate sales strategy. He walks the talk and is a genuine expert in the field second to none. The great thing about Keith's philosophy is that it stands the tests of time and application in the real world. There is no hint of 'slick tricks' with Keith, just proven methodology and right mindsets that get results."
Alan Blair, Building Businesses Fit for Humans
"I attribute the skills I learned at the Smarter Selling course to making my targets in my first year. I did the course in October and did 50% of my annual target in the 2 months leading up to the following June. I feel the skills I learned allowed me to build the relationships that saw me hit my numbers last year. I attended Smarter Selling as a result of my desire to learn and grow - certainly did not expect to have my 'sales world' turned upside down. Aside from trying to master the tools, I have also had some revelations of my own which have helped to conceptually tie everything I learnt together. Firstly, you genuinely have to have the clients interests at heart. It's ok to execute the tools, however once you realise that they are designed to help the client and not to get you sales, it all makes sense. I realised that sales are a by-product of a good relationship and will happen automatically if you have the clients genuine interests and concerns at heart. Second, you need to be able to deliver. It's one thing to have these tools at your disposal, have the client love you after the first meeting and agree to do business with you. It's another thing to be ale to deliver and stay true to what you have promised. Be sure that you have the capacity to deliver and it will accelerate your path to trusted advisor.
Joe Feredoes, IT Consultant
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Keith Dugdale - The Business of Trust
Keith is the author of the international best seller 'Smarter Selling: How to grow sales by building trusted relationships.'
The methods covered in Keith's programs are used to drive business to business sales in industries from banking and engineering, to locksmiths, legal firms and international wholesale brands.
Organisations that have or currently use Keith's methods include Deloitte (Australia), Sunsuper (Australia), Adidas (global), AECOM (Australia and New Zealand), Bluescope Steel (Australia and the USA), PwC (Switzerland, China and Hong Kong), WesBank (South Africa), Arup (UK and Hong Kong), KPMG (Hong Kong and China), Reebok (globally), and Minter Ellison (Australia and NZ).