Becoming a Trusted Advisor
Program Proposal
Prepared for

by David R. Ednie
SalesChannel Europe
SalesChannel Europe ©2010 All rights reserved

Agenda

1.

Program Overview

2.

Becoming A Trusted Advisor Program

3.

Sample Slides from Trusted Advisor Program

4.

Clients

5.

Client Testimonials

6.

David R Ednie

SalesChannel Europe ©2010 All rights reserved

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Program Overview
Methodology:
–
Preparation: Hold 1:1 meetings with 3-4 sales and sales support personnel to audit current sales capabilities, skills and possible skills gaps
–
Program: Build program content and delivery around key selling skills and address any identified skills gaps
Program Overview:
Review basic sales skills and the selling mindset:
–
Buyer’s Decision Making process vs. the Sales Cycle
–
Proposals don’t sell, people do. Always personally present your proposals
–
Articulating the Value Proposition – questioning & listening comes first
–
Getting to the Ultimate Decision Maker
Develop specific sales skills in the following areas:
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Effective prospecting in existing client base
–
Gaining Access to C-level Decision Makers and what to say when you get there
–
Using questioning skills to uncover PAIN and identify problems (reduce churn)
–
Negotiating to win in an increasingly competitive market
Becoming a Trusted Advisor
–
4 level model of sales professional evolution
–
Gap analysis: Where are you today and where do you want to be end 2007?
–
Next steps/Actions
Desired Outcomes:
Inspire, motivate and engage program participants to take their sales performance to the next level
SalesChannel Europe ©2010 All rights reserved

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Becoming A Trusted Advisor Program
Day 1

Day 2

9.00-9.30 Introduction

9.00-9.05 Introduction

•
•
•

•
•

Participant Introductions
Participant’s personal objectives
Program Overview & Objectives

9.30-12.30 Becoming A Trusted Advisor
•
•

Review of basic sales skills & Solution Selling processes
Sales Cycle vs. Buying Process

10.30-11.00 Coffee
•
•
•

12.30-14.00 Lunch
14.00-15.30 Questioning and Listening Skills
•
•
•

Open -> Closed questioning in practice
Listening: the key to building trust and commitment
Group exercises

15.30-16.00 Coffee
16.00-17.45 Negotiating to Win
•
•
•

Review: Negotiation Strategy and Tactics
Handling objections
Group exercises

17.45-18.00 Review of Day 1

9.05-12.30 Investigative Selling
•
•

Diagnostic Questioning. The key to success in selling
Using questioning skills to uncover PAIN and GAIN

10.30-11.00 Coffee
•

Building credibility and Trust
Building long term Relationship
Evolution to becoming a Trusted Advisor

Review of Day 1 & Participant’s learning points
Day 2 Program Overview & Day 2 Objectives

Using Diagnostic Questioning & the PAIN Chain in practice. Group exercises

12.30-14.00 Lunch
14.00-15.30 Prospecting your existing clients
•
•
•

The secret power of Networking
Networking within existing Accounts
Navigating around Gate Keepers in the Organization

15.30-15.45 Coffee
14.00-15.30 Building your Account Strategy
•
•
•

Business Drivers - > Business Issues -> Indicators
Decision Marking process: The Cast of Characters
Over coming the price objection by expanding the pie

16.45-17.00 Program Review & Close
•

Recap, Review & key learning points

17.00 Close
SalesChannel Europe ©2010 All rights reserved

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Sample Slides from Trusted Advisor Program

Effective Habits
SalesChannel
Europe

Integration of Knowledge, Skills, and Desire
Knowledge
(what to, why to)

HABITS

Skills
(how to)

Desire
(want to)

“Creating a habit requires work in all three areas…It’s sometimes a painful process. It’s a change that has to be motivated by a higher purpose, by the willingness to subordinate what you think you want now for what you want later.”
Source: Covey, Stephen R. The 7 Habits of Highly Effective People.
New York: Simon and Schuster, 1989. Used with permission.
© 2007 SalesChannel Europe SARL - All rights reserved - Confidential

SalesChannel Europe ©2010 All rights reserved

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5

Sales Performance Motivation
Conventions & Meetings

Keynote Speeches

SalesChannel Europe ©2010 All rights reserved

Seminars & Workshops

6

Clients - Leadership Execution and Performance Motivation

SalesChannel Europe ©2010 All rights reserved

Client Testimonials
“David shared with us his passion for communication and explained how the power of storytelling and sticky ideas capture the attention of the customer, and how to combine this into a winning presentation. His insightful contribution to our annual staff meeting was very much appreciated!” December, 2009
Jurriaen Sleijster
Executive Vice President, MCI Group
“David worked with the Executive Team and myself to create an extremely successful and productive annual Employee
Conference. Subsequent feedback from staff confirmed that it was the most valuable and enjoyable such conference that most staff had attended. David started his engagement with us by spending 1:1 time with me and each member of the
Executive Team to understand our business, our challenges and our company’s business objectives, but also to understand the views, issues and desired outcomes for each member of the Executive Team. He then brought all this together in a way that was insightful, relevant and compelling. David delivered his findings in the form of a highly visual keynote address and then facilitated a series of breakout sessions that produced an avalanche of simple, creative and actionable ideas.
I was particularly impressed by David’s ability to quickly become one of the team and by his ability to provide his constructive influence from the sidelines. He left me, my team and the entire organisation with memorable concepts and actionable ideas that – just a few weeks after the conference - are already helping us to better serve our members.”
August, 2009
Ian Silk
Chief Executive, AustralianSuper Pty. Ltd.
“David and I worked in close collaboration to deliver a company wide Sales Excellence Program under a very tight deadline.
He was quick to understand the complexity of the challenge and was instrumental in helping us create a Program that was embraced by multiple country operations. David brought his energy, ideas and structure to the Program resulting in immediate and universal support from the field. He is inspiring, has a unique ability to connect with people and tap into their emotional drivers, works smart and fast as hell, and knows how to think outside the box to get around little and big road blocks. It was a great experience and I learnt a lot working together with David and would welcome the chance to get to work with him again on a next joint project.” Top qualities: Great Results, High Integrity, Creative. August, 2009
Marc Imhoff
Retail Channel Senior Manager, Group Sales & Customer Experience, Orange Group
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Client Testimonials
“David has been working with my organization in numerous consultancy engagements for Microsoft as well as for our partners. Partner feedback has been consistently great as they appreciate David's experience and style of facilitation to generate valuable results. David has also consulted my organization directly and I have been extremely pleased with the results. David works extremely professional, trustworthy and I appreciate his high level of integrity.” Top qualities: Great
Results, Personable, High Integrity . June , 2009
Michael Korbacher
Director Web and Application Hosting EMEA, Microsoft Corporation
“The feedback that I received from my Regional Sales Managers who participated in the program and program attendees was extremely positive. David was able to bring to life key learning points through his field sales experience and transform them into participant “Take Aways”. People were inspired and motivated to try new ideas and to use new tools and techniques to take their success in sales to the next level.”
Lee Wood
Vice President, EMEA Sales, Dow Jones
“David did a great job for us at our Sales Kick-Off Conference this year. He created great rapport with our diverse group and engaged them totally from start to finish of his keynote speech. He shared powerful sales ideas based of his extensive experience in the field and this is what the sales team really valued and found the most inspiring.”
Lionel Reina
Vice President EEMEA, Orange Business Services

“David has a unique blend of humor and teaching that he skillfully bought to our Sales & Marketing Conference again this year. He understands how to work with large International groups and he helped the Executive Leadership Team to fine tune and to perfect their message for the sales audience.”
Yassine Brahim
CEO, GL Trade
“I've known David for the last 9 years and worked with him in two companies (so far), participated in his workshops (you never just listen!), been animated by his conferences and learned a lot from him about connecting with people. David's willingness to share and communicate, his positive attitude, hard work, professionalism, instinct and enthusiasm are all great assets.” July , 2009
Rob Steggles

Marketing Director Europe, NTT Europe Online
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Client Testimonials
“David Ednie is a truly inspirational speaker, a superb facilitator of workshops and seminars as well as possessing a wide breadth of industry knowledge. I would recommend him and his organisation to anyone.” June, 2009
Paul Doherty
Sales & Marketing Manager, 7 Global
“Great job David... + had a lot of good feed back too! Thank you. Sell what's on the truck! Good take away among others.”
Thibault de Clisson
Vice President and Managing Director EMEA, Datastream Inc
“Thank you David. It was great working with you and I think the event worked out extremely well. Based on the attendee feedback, this was by far our most successful Sales & Marketing Kick-Off ever. I hope we will be able to work together again in the future.”
Karoline RAETS
Director of Corporate Communications & Events, GL Trade

SalesChannel Europe ©2010 All rights reserved

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David Ednie
David R Ednie is President and CEO of SalesChannel Europe SARL. He is acknowledged as an expert in Business Execution, Team Performance, Sales
Performance Motivation, International Sales and Sales Channels. David has over
20 years international business experience working in culturally diverse markets in Europe, the Middle East, Africa and the Emerging Markets of Central and
Eastern Europe and Australia.
SalesChannel Europe’s clients include: Advanced Alchemy, Alcatel,
AustralianSuper, Bombardier Transportation Services, Bouygues Telecom,
Datastream (Infor), DowJones, EDF, GMAC Financial Services, GL Trade, Indec
Consulting, Microsoft EMEA, Mural Consulting, Netcentrex (Comverse),
OpusCapita, Orange Business Services, Royal Bank of Scotland Factor, Sercel,
TietoEnator, Tiscali International Network and Unilog LogicaCMG. Prior to founding SalesChannel Europe David worked in a variety of Senior Executive
Sales roles in High Tech – Internet Services, IT and Telecommunications for US,
British and French companies, including: NTT/Verio, Genuity, Integra, British
Telecom, Data General and Intel. David is an Australian national and has lived in
Paris, France for the past 20 years. He has significant multi-cultural experience and gained extensive personal knowledge and insights resulting from working with diverse and different cultures.

David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Fax: +1 501 639 0126
Email: david@saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
Website: www.saleschannel-europe.com

SalesChannel Europe works with Senior Leadership and Management Teams to develop strategies and execution skills that deliver sustainable performance in today’s increasingly complex and competitive business environment.

“Performance Motivation is all about keeping your team at the TOP.”
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