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SESSION 3 | SEPTEMBER 15, 2021
Consultative selling in a world of informed customers
How do new consulting sales models create added value for the client and how can they become a source of competitive advantage?
Let's talk about the future of B2B sales and the inevitable evolution of consultative selling leading to true partnerships with buyers.
DR RÉGIS LEMMENS
FOUNDER OF SALES CUBES CONSULTING COMPANY, LECTURER AT BUSINESS SCHOOLS
SALES CUBES
Session description
The modern customer has tremendous access to information, both in B2B and B2C. Contrary to appearances, this does not mean that the role of sales and the salesperson disappears completely. On the contrary, in a world of information overload, customers are finding it increasingly difficult to make choices. Purchasing processes in a technical sense are becoming easier, but in a substantive sense they are more difficult and complicated. According to research, the number of decision makers is increasing in the B2B sector, which also makes purchasing processes more difficult.
Sales can be an important factor in facilitating customer choice so that they achieve their goals and aspirations. However, this will not happen automatically. It requires new competencies for salespeople and new models for consultative selling. Discover the secrets of next-generation consultative selling that will help you win in the new world of shopping!
Through this session you will learn:
DR RÉGIS LEMMENS SPECIAL GUEST
FOUNDER OF SALES CUBES, LECTURER AT BUSINESS UNIVERSITIES
One of the most innovative business development experts combining the perspective of researcher and practitioner. Founder of Sales Cubes, a consulting firm helping companies reorganize their processes towards innovation, design thinking and new ways of managing the customer relationship. Member of the team of experts at Impulse Brussels, an entrepreneurship agency supporting start-ups and experienced entrepreneurs. He is an advisor valued by both large established companies (BNP Paribas, Sony, ERGO, Bekaert, Vodafone) and start-ups. He helps the latter in a coaching capacity, including as a volunteer for the Belgian Startup Weekend initiative. Co-author of the bestseller From Selling to Co-Creating.
He teaches at business schools in Belgium (Antwerp Management School, Solvay Brussels School Economics & Management), the Netherlands (TIAS School for Business and Society) and the UK (Cranfield School of Management).
VITOLD JANKOWSKI
PRESIDENT OF ICAN INSTITUTE AND EDITOR-IN-CHIEF OF ICAN MANAGEMENT REVIEW
One of the most experienced strategic consultants in Europe. Initiator of groundbreaking meetings for Polish business with world management authorities in the areas of leadership and organizational culture formation, such as Dr. Marshall Goldsmith, Prof. Dave Ulrich and Prof. Heike Bruch.
An ardent supporter and promoter of the evidence-based management concept. He is an experienced lecturer: in 1992-2000 he taught in MBA programs at business schools in Canada, and today he runs development programs for top managers in Poland (Management™, Strategic Leadership Academy™, Personal Leadership Academy™). He has worked with many companies as a consultant and trainer (including Goodyear Poland, SAP, Lyreco, Lotos, Hestia, Ciech SA, TPSA, Eurozet, GlaxoSmithKline, Kolporter, PSB Group, Węglokoks).
ŁUKASZ KOSUNIAK
B2B MARKETING PRACTITIONER
He started his career at Microsoft, where he was in charge of marketing, sales support and partner competence development. He then created a B2B marketing department from scratch at Samsung Electronics Poland, where he was responsible for the first in Poland and one of the first in Europe implementations of an enterprise-class marketing automation system.
For several years, he has run Grow Consulting, a consulting firm that helps B2B companies acquire customers through the use of modern and proven marketing methods.
He also shares his knowledge by publishing in specialized press, including "Marketer+", "New Sales", "MIT Sloan Management Review Poland".
He is the author and co-author of the books: This is Social Selling, "ABCs of B2B Marketing," "B2B Marketing Essentials," "B2B Marketing, for the Classroom to the Boardroom," and the courses "Fundamentals of B2B Marketing Strategy" and "#SocialSellingMaster."
He teaches B2B marketing at Kozminski University and AGH University of Science and Technology in Krakow.
KRZYSZTOF SOBIESZEK
EXPERT ON. BUSINESS TRANSFORMATION
Responsible for business and marketing transformation of Publicis Groupe Poland clients. Experienced leader and consultant in digital transformation, marketing strategy, innovation, consumer experience, data management. Spokesperson at more than 200 top-level conferences and trainings. Gained experience while working in various marketing and digital market segments: marketing agencies (Mindshare, Zenith, Publicis Media), digital startups (nk.pl), digital professional association (IAB Poland as a board member), marketing and training consultancy (ICAN Institute). Passionate about accelerating change in the business and marketing landscape.
Conference program
Witold Jankowski
- What are the main client-side and sales process factors that require changes in consulting sales processes?
- What role does information play in new advisory sales models?
- From a communication role to a brokerage and interpretive (sense-making) role: what's behind it?
- Trust in the consultative sales process: what creates it and what destroys it?
- What are the common mistakes that can lead to customer loss?
- What are the new competencies of salespeople that consulting sales 2.0 requires?
- Roles and tasks of the president and sales chief as architects of the new consultative sales model
- BONUS: The CEO as a salesperson - what can happen when the CEO is personally involved in sales processes? When can a CEO increase sales opportunities, and when can he destroy them?
Dr. Regis Lemmens
- What are the specifics of working with key accounts in the consulting sales dimension?
- How can companies transform the ways they sell to key customers by building strategic rather than transactional relationships with them?
- What's behind the concept of strategic selling advisory (strategic selling approach)?
- How to go from thinking about the customer's problems to thinking in terms of is goals and aspirations (From Problem to Goals/Outcomes)?
Dr. Regis Lemmens
- From Doctor to Architect, or from a diagnostic approach to a creative approach in sales
- How to differentiate consulting sales methods depending on the type of client and the sales situation?
- How to implement new ways of consulting sales in the company: main challenges and barriers
- How to tailor sales processes to different types of customers?
Luke Kosuniak
- How are changes in business customers' buying preferences and decision-making processes forcing the search for more effective ways to reach them?
- What is the integration of marketing and sales processes: a practical perspective
- The role of data in marketing and sales processes - how to use it
- New methods and tools to make it easier for marketing and sales to work together
- Digital Prospecting - what is it and how to use it in practice?
- Digital body language analysis: how to interpret a customer's "verbal" and "non-verbal" messages?
- Generate, qualify and evaluate leads using marketing automation tools
- Evaluate the effectiveness of activities based on data collected in marketing and sales processes
- New competencies and attitudes to be developed in marketing and sales teams
Krzysztof Sobieszek
- What challenges the ongoing process of digital transformation poses for consultative sales: the vendor perspective vs. the client perspective
- The market learning curve and sales processes: how to use customer interactions to generate new knowledge and new solutions?
- Salesperson as customer's guide to new solutions and opportunities
Dr. Regis Lemmens
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