Agribusiness Sales Training
Build capability to create customer value and grow sales
Before you consider any sales training it is important that your people clearly understand and are committed to the value proposition of your agribusiness.  Your value proposition and your strategy should drive your sales process and define what sales training and coaching you need.  Without clarity and commitment to your value proposition, your potential ROI on any investment in sales training will be low.
If your agribusiness’s value proposition is clear to your team, then Strategic Value Selling is a sales methodology you will want to consider.  It is learned and implemented inside your business through phased-in learning over an 12-18 month time frame to develop the skills, knowledge and processes your people need to create value for your most progressive customers – value that:
1) Helps customers achieve their goals and,
2) Drives growth and profitability for your Agribusiness.
Our phased-in approach to learning means that Strategic Value Selling not only transforms your people it transforms your culture.

How we work with you

The skills, knowledge and benefits of each learning module in our phased-in approach
1. Client analysis
Skills and Knowledge
  • Proactively spot market changes, and trends
  • Use unique SWOT/TOWS analysis to build your territory business plan
  • Identify and assess customer value styles to improve your segmentation and targeting
  • Identify your 80:20 clients and set market share and share-of-wallet targets for your territory
  • Understand the value equation and shift focus to selling benefits not “price & programs”
  • On the-job-action plan: Develop a targeted sales action plan
  • Identifies the Strategic and Progressive customers within your trading area
  • Aligns sales and marketing strategy to create value with the right customers
  • Develops strategy-driven sales action plans to grow profitable market share
  • Focuses sales effort where it can most significantly and profitably grow the business
2. Strategic Trust Building
Skills and Knowledge
  • Build strategic trust with clients using the four step trust ladder
  • Read client resistance and how to lower it; read client discovery interest and how to increase it
  • Understand your own Disc behavioural style, and others on your sales team
  • Read the clients Disc style and learn how to adapt your style to theirs’ to significantly increase trust
  • On the-job-action plan: client-specific sales action plans to build strategic trust with customers
  • Increases credibility and strategic (business) trust with key clients
  • Establishes deeper, more strategic client relationships than the competition
  • Increases face to face discovery time to uncover client needs the competition hasn’t
  • Differentiates you in the eyes of customers based on higher strategic trust
3. Strategic Discovery
Skills and Knowledge
  • Understand the importance of the customer’s vision, goals and strategy
  • Learn the four step strategic discovery process to identify customer production and business needs
  • Learn and use pain-and-gain questioning to uncover more opportunities to create value
  • Develop evidence questioning skills to determine real evidence to calculate ROI of your solutions
  • On the-job-action plan: strategic discovery sales calls to identify customer vision, goals, unmet needs
  • Achieves deeper discovery of unrealized, evidence-based customer production and business needs
  • Moves focus off of product and price, and onto customer’s vision, goals, and strategic requirements
  • Enables you to sell solutions with ROI that are geared toward helping the customers achieve their goals
  • Differentiates you as a “business partner” on your ability to help customers achieve their goals
4. Creating Value
Skills and Knowledge
  • Shift the paradigm from product and price selling to creating strategic value
  • Understand the customer’s perception of value and learn about the value steps
  • Learn the impact of value creation on your organizations competitiveness, and how to improve it
  • Innovate to create solutions that solve the production and business needs of strategic customers
  • On the-job-action plan: Develop client-specific solutions that help targeted clients achieve their goals
  • Enables you to differentiate on customer benefits and strategic value, not price
  • Increase market share and share-of-wallet with higher customer value (benefits), not lower prices
  • Transforms your organizations culture from transactional to strategic, value creation
  • Significantly differentiates you as a “business partner” (not just a “supplier”) in the eyes of the customer
5. Strategic Arrangement
Skills and Knowledge
  • Present and communicate your solutions and ROI to clients as strategic unanticipated value (SUVs)
  • Ask for more business (commitment) in exchange for your solutions and the ROI they offer
  • Structure your solutions inside multi-year strategic arrangements
  • Read buying signals and close more strategically
  • Handle objections consultatively to create more customer value and increase sales
  • On the-job-action plan: Develop/present three strategic arrangements with targeted customer clients
  • Moves targeted customers forward faster toward achieving their strategic goals and vision
  • Drives growth and profitability within your sales territory
  • Locks-out the competition by creating significant customer value and ROI
  • Creates long term customer retention and maximization with key Strategic and Progressive customers
6. Support and retention
Skills and Knowledge
  • Manage implementation of your solutions inside the clients farm business
  • Develop and implement a comprehensive client support plan
  • Use client complaints to build the relationship and increase customer retention
  • Gain client feedback to improve client satisfaction
  • Use a broad range of feedback tools to constantly improve your solutions (SUVs)
  • On the-job-action plan: Develop/implement client support plans for targeted customer clients
  • Increases client satisfaction, client retention, and maximization (share-of-wallet)
  • Builds “strategic partnerships” with your customer clients that are the envy of the industry
  • “Locks-out” competitors with ongoing customer value creation and customer ROI
  • Significantly differentiates your customer value creation not price and programs