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This chart is important as it describes the link phases you can use to convert features to benefits From the previous chart convert some of those features with benefits using the link phases Key Points Define and benefit/relates to the links Key Points Examples of benefits Key Points Further explanation of the link to Structured Commercial Selling Key Points Success comes in matching benefits (of the proposal) with the needs of customers. We have dealt with needs - now lets look at benefits Key Points Workshop Explain how to complete worksheet On completion review some examples and comment/amend accordingly On completion of the review ask delegates to 1) Define Structured Commercial Selling 2) Describe the 6 steps Key Points Worksheet to support workshop Key Points Supporting earlier flipchart presentation Key Points This is further explanation of what a Commercial Argument is and why it is important Key Points This explains some of the key dynamics involved with Commercial Argument. 1) Impact on customer’s business 2) The idea of incremental/steal/cannabilisation/ mix (trade up/down) Key Points Work through each column reinforcing the messages. Key Points Summary page Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Questioning a key skill in ‘establishing needs’. Key Points Defines types of questions - more explanation on following charts Key Points Explanation of ‘open’ question Key Points Explanation of ‘closed’ questions Key Points Explanation of ‘probing and leading/summarising’ questions Key Points This chart is important as it explains a technique called ‘funneling and how it works within Structured Commercial Selling. This technique is designed to start with broad ‘open’ questions and lead towards more closed/leading question as you move down the funnel. This technique designed to lead customers towards your objective - on
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