Buyers now complete much of their decision on solution-based selling before speaking to anyone. Most disappointing results in the marketing and commercial practice capability trace back to an audience defined too broadly. Comparative studies of this strand of marketing and commercial practice across sectors find the same handful of failure points recurring. Work is grounded in real cases drawn from solution-based selling, which each participant adapts to conditions in their own organisation. Participants develop a defensible line of reasoning for the choices they make about this aspect of marketing and commercial practice. The programme converts the marketing and commercial practice discipline from an area of general awareness into a set of repeatable practices. It is appropriate for those preparing to take on wider responsibility for solution-based selling. A common pattern is strong design of this aspect of marketing and commercial practice paired with weak follow-through. The course ends by identifying what the participant will stop doing to make the practice within marketing and commercial practice sustainable.
Expected Learning Outcomes
✓
Design the qualification criteria that stop effort being wasted in solution-based selling.
✓
Build a register of the risks attaching to solution-based selling and keep it current.
✓
Build the content that moves a buyer through solution-based selling rather than merely informing them.
✓
Recognise early indicators that solution-based selling is drifting away from its intended design.
✓
Test the organisation's response to solution-based selling under conditions that are less than ideal.
✓
Set the attribution model for solution-based selling and understand its limits.
✓
Design the customer journey for solution-based selling across the touchpoints that actually influence the decision.
