FMN: People have been forced to use technol- ogy that they are not all that comfortable using. How has that affected their ability to sell? Roberts :When AICC first put information about this training program out on the web site, some of the things that were mentioned was how to build stra- tegic business relationships. After the word “relation- ship” I would add the word “virtual” How to develop a value proposition that resonates with your buyers today. One of the big struggles that I see as a coach is people are using the value propositions that might have worked before COVID. You cannot still talk to customers about truckload prices, as was done in the past, because nobody wants a truckload now.They all are watching their cash. So, you need to adjust your value proposition based on what your customers want and need today. FMN: How do you grow current accounts? Roberts : In my training, I advise people now is the time to double and triple down on your key accounts. And we are going to coach them on how to do that. Who is your ideal customer profile? Sales people are growing in their frustration because they are very busy and they are not seeing much traction today. It’s very difficult, for example, to prospect virtually unless you
AICC Training (Cont’d from Page 3)
What the studies are showing is peer to peer learn- ing sticks much better than anything I could do in the front of the room as an instructor. So, we added that element and this course is going to have what we call ‘knowledge transfer,’ where we are going to introduce new ideas. It’s going to have assessments where peo- ple can go out and assess how well they can build re- lationships and we’ll be able to see where they may have gaps in their learning.They are going to receive qualifying questions and exercises so they can write their own qualifying questions.And more importantly, they are going to go out and try to apply it in real-life situations. Over those four weeks, we are giving them home- work assignments.They will go out and interview one of their customers. There’s going to be a lot of appli- cation exercises because, again, as we train adults we have to have knowledge transfer. It’s actually good if they struggle trying to do something new. So, when they come to the next meeting, we are going to ask them how it went.We are going to talk to their man- agers: Did your people work with you? How are their skills development? Where are they struggling most? This is going to be a very interactive, engaging, appli- cable training at a time they need it most.
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Flexo Market News October 26, 2020 5
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