For decades we have focused on the technical “tools in the toolbox” for AV integrators. While this is certainly still relevant, we have left out the other part of the equation, sales and the buyer relationship.

Some might ask why this distinction is so important and we would simply say that the buyer has changed. Their buying process has changed dramatically, and we need to modify our sales behaviors relative to those changes. Today the technologies we sell are different but so are the relationships with our customers. Market research shows that the focus in the buyer’s mind is no longer about a product but rather solving the problems they face. From our perspective it should be understanding and solving those problems and creating an AV experience that adds value beyond the products we sell. 

Today as never before, the buyers have access to information long before they reach out to salesperson. They have internal discussion with stakeholders in their company before they decide to reach out and seek advice. Research shows that as much of 90% of a decision to buy happens before a salesperson is involved! Suffice it to say the role of the salesperson has changed. It is no longer about “speeds and feeds” and technical jargon. It's about solving problems and helping the buyer understand the implication of those problems and how they affect them more clearly than they did without your input.

It is often said the three feet across the table from the salesperson to the buyer is the most important part of the sale, but it goes beyond that. It is the nature of what is done in that proximity that makes the difference.

The role of sales takes on a new meaning and importance and we need to be prepared to address the new reality of the seller/buyer relationship with new skills. We explore the need for differentiation and that today the difference is “you” the salesperson.

This course includes:

• The history of sales
• Exploring "you" the salesperson
• Synthesizing today's sales models
• Differentiate by adding your value
• Understanding customer personalities
• Handling objections/continuances/rejections
• Being productive versus busy
• The buyers, sellers, and influencers
• Keys to success

*This course is formerly known as "Sales' New Role and the Importance of You"