Plan – Heat – Win! How to build up a sales concept

The Certificate Course

Acquiring new customers is a central topic for all companies - today more than ever. Young companies and start-ups in particular are dependent on a good sales concept. New sales channels have developed. But lots of opportunities don't always mean lots of success. The overview is quickly lost and acquisition becomes blind activism. This online training with 3 sessions uses new sales methods such as buyer personas and customer journeys to show that acquiring new customers can be planned and implemented in a targeted manner. It gives young companies and start-ups guidelines on how to position themselves in the long term.

Preliminary Concept Call

12th March

A sales concept is an essential building block for any start-up. Plan - Heat - Win! provides you with tools with which you can systematically develop your own sales concept. During the concept call, you will be briefly introduced to the procedure during the course and your open questions will be answered.

Module 1 – Plan

Planning of sales activities (19th March)

In this session you will learn how to plan your sales activities. You will learn how to define your goals, work out your target groups and how your customer's buying center is structured. As an addition, you have the opportunity to use the buyer persona technology for your project.

Module 2 – Heat

How to go from a cold lead to a warm lead (2nd April)

In this session you will learn about the phases of the customer journey and customer journey mapping. In addition, you will get an insight into the possible touchpoints and learn to select the right sales channels for your project.

Module 3 - Win!

Closing the sale with a successful sales talk (8th April)

In this sesion you will learn how to successfully go through the four phases of the sales pitch with the contact phase, needs analysis, offer phase and final phase.

PhDs and Postdocs across the Helmholtz Association. This module may also be of interest for Helmholtz transfer and talent management offices (e.g. TTOs, Career Development Center and Graduate Schools), or e. g. Spin-off teams who are already pursuing an idea.

Session 1 – Plan

Planning of sales activities

• You will learn how important it is to work with goals.
• You will learn how to create a target group definition.
• You work out the buying center of your target group.
• You will learn how to create a persona for your target group.
• You benefit from the entire knowledge of the group of participants.
• You will receive feedback on the plan you have developed.
• You begin to implement what you have learned in practical exercises.
   

Session 2 – Heat

How to go from a cold lead to a warm lead

• You understand what the "customer journey" of your customers is like.
• You will learn to use the customer journey for yourself.
• You benefit from the entire knowledge of the group of participants.
• You will receive feedback on the plan you have developed.
• You begin to implement what you have learned in practical exercises.

Session 3 – Win!

Closing the sale with a successful sales talk

• You understand what phases is in a sales pitch.
• You will learn to make a good and successful sales pitch.
• You benefit from the entire knowledge of the group of participants.
• You will receive feedback on the plan you have developed.
• You begin to implement what you have learned in practical exercises.

Book

In addition to these three sessions, Steffen Schnabel, our partner for this module, will provide a free copy of his book – which is the foundation for this module – for all participants.