Design the qualification criteria that stop effort being wasted in solution-based selling.
Designing Solution-Based Sales Strategies
Build a working method for solution-based selling that stands up to scrutiny and survives daily pressure.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
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
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.
Who Should Attend
Customer experience managers improving solution-based selling.
Digital marketing specialists executing solution-based selling.
Commercial analysts measuring performance of solution-based selling.
Founders and owner-managers running solution-based selling personally.
Technical staff being prepared for supervisory responsibility over solution-based selling.
Internal auditors reviewing how solution-based selling is designed and operated.
Course Modules
Solution-based selling: channels, content and creative
2 sessions · 8 pointsSession 1Choosing channels for solution-based selling on evidence
- Decide what will be stopped to create capacity for solution-based selling.
- Record the rationale for each significant choice made about solution-based selling.
- Build the report on solution-based selling that answers whether to spend more or less.
- Write down the assumptions underpinning the approach to solution-based selling.
Session 2Reading the current state of solution-based selling honestly
- Structure pricing for solution-based selling against perceived value.
- Set the review interval for solution-based selling and who attends.
- Check that records of solution-based selling answer the questions likely to be asked.
- Agree the attribution model for solution-based selling and state its known limits.
Solution-based selling: pricing, value and discount control
2 sessions · 8 pointsSession 1Defining the audience for solution-based selling narrowly enough to matter
- Arrange the handover of solution-based selling so capability survives staff changes.
- Map the decision journey for solution-based selling and mark where the choice is actually made.
- Set the discount authority for solution-based selling and require justification.
- Set objectives for solution-based selling in revenue terms with a timeframe.
Session 2The paperwork for solution-based selling that is actually needed
- Compare cost of acquisition against value in solution-based selling.
- Choose the next segment for solution-based selling and state why it is next.
- Define qualification criteria that disqualify quickly in solution-based selling.
- Set escalation thresholds for solution-based selling that work out of hours.
Solution-based selling: audience definition and segmentation
2 sessions · 8 pointsSession 1Where the buyer actually decides on solution-based selling
- Distinguish symptoms from causes when solution-based selling underperforms.
- Establish what evidence demonstrates solution-based selling is under control.
- Close out actions on solution-based selling rather than leaving them open indefinitely.
- Map the handovers in solution-based selling between functions and secure them.
Session 2Where solution-based selling typically breaks, and why
- Document the sales process for solution-based selling so a new joiner can follow it.
- Build the content that answers the buyer's real question about solution-based selling.
- Describe the buyer for solution-based selling specifically enough to name who is excluded.
- Build the competence framework that supports solution-based selling.
Solution-based selling: objection handling and negotiation
2 sessions · 8 pointsSession 1Keeping customers acquired through solution-based selling
- Review whether solution-based selling is aligned with the objectives of the commercial team.
- Select channels for solution-based selling based on evidence, then cut the rest.
- Measure lifetime value from solution-based selling, not just first purchase.
- Script the three most common objections in solution-based selling and the responses.
Session 2The claim about solution-based selling competitors cannot copy
- Benchmark the organisation's solution-based selling against comparable operations.
- Define the handover point between marketing and sales in solution-based selling.
- Plan the sequence in which improvements to solution-based selling will be introduced.
- Prepare the response for the most likely failure in solution-based selling.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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