Empathy Selling:
The Most Useful Selling Technique I Have Ever Used

Participants will learn the most valuable selling lesson in their life. I have been a director and chairman of over 30 SMEs and many consultants have told me the keys to success are things such as vision, business plans, etc. Rubbish! What makes a successful business is continuous sales to paying debtors. If you need to increase the competitive edge of your sales force,Empathy Selling: The Most Useful Selling Technique I Have Ever Usedmay be the solution. The seminar/course is based on the following precepts:

. Unless you arouse an emotional want for your product or service there will be no sale.
. A significant part of our non-logical emotional behaviour can be explained by seven core emotional drives of which two or three are dominant in each prospect.
. Most salespeople understand the how and the what they are selling but not the who.
. If you can teach sales people how to discover the dominant core emotional drives of their prospects and tailor their presentations accordingly, they will gain a significant competitive edge.

The course is ideal for those organisations, looking for an effective emotional intelligence selling and negotiating training program that will dramatically increase their representatives' business development success rate. Unlike competitive programs that use two or three personality styles and are too simplistic, Empathy Selling uses the Humm-Wadsworth system of seven temperament components, the limit of short term memory, to satisfactorily analyse prospects and clients. Using the Humm techniques one multinational division invited to participate in 15 major tenders over an 18 month period won all 15 tenders! Previously the expected strike rate was 10-15%.
Key modules of the seminar/course
  PSAQ   All participants complete the PSAQ (Personal Style Assessment Questionnaire) which is a subjective test to establish their dominant and weaker components.
  The7   components   Each of the seven components is introduced using extensive audience participation.
  TOPDOG   Particpants learn to develop empathy by six clues: Talk-Organisation-Position-Dress-Office-Gambit.
  Video #1   Why people buy different cars.
  Presentation   strategies   Why certain strategies work with one component and not with others and what are the best strategies for each component.
  Objections   What objections to expect from each component and how to answer the objections and at the same gaining emotional commitment.
  Closing   Which of the seven commitment techniques works best.
  Video #2   A visit to seven managers.
  Personality   Dissonance   Potential alienation. What are risk groups for each component?
  Video #3   Two case studies of Personality Dissonance in Sales Calls.
The Empathy Sellingseminar lasts two days with possible shortening. By the end of the Empathy Sellingseminar participants should be able to recognise the 7 components, adapt a sales presentation, tailor the benefits of their own products and services, know what objections are likely to occur and which closing technique will work best and why. Participants will also learn which personality types that they naturally alienate, and what behaviour they should modify. Besides a 56 page workbook, participants also receive a copy of Empathy Selling: The New Sales Technique for the 21st Century.
Christopher Golis MA (Cambridge) MBA (London) FAICD FAIM
   Chris Golis graduated in 1967 from Cambridge University in Experimental Psychology and Economics. Over 100 Nobel Prize winners have been to Cambridge, nearly twice that of any other university. In 1973 he graduated with distinction with an MBA from the London Business School, recently ranked #1 in the world by the Financial Times. While he was there he was flown twice to New York for interviews with McKinseys, the world's leading business consultants, and yet turned down their job offer. Instead following the advice of his tutor, the well-known management guru, Charles Handy, he became a salesperson with ICL Australia in order to improve his people skills.

  In his first year on quota, he sold $1.4 million and took the only account from IBM for ICL worldwide. In his four years as General Manager of TNT Payroll systems, volumes doubled, revenues quadrupled and annual profit increased 10 times. In the last 18 months the division won all 15 of its major tenders, when on a market share basis only 1 or 2 wins were expected.

  In Chris changed careers and became a merchant banker with BT Australia. He launched the BT Cash Management Trust and the first retail equity trust in Australia to raise $1 billion in funds (BT Split Trust.). He then morphed into an early stage venture capitalist for 25 years and using the EQ skills he had learned started five VC funds raising over $150 million. In addition his EQ skills helped him close over 50 corporate finance transactions with the result he was a director of some 30 public and VC backed private companies. He is one of the few people in Australia who have successfully grown companies that have made significant capital gains for their owners including Scitec, Neverfail SpringWater and VeCommerce.

  Chris is a Fellow of the Australian Institute of Company Directors, the Australian Institute of Management, and the President of the Cambridge Society of NSW.

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