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DEFEND

Winning the price war and defending the value of your solution.

What’s The Difference?

It’s the question every rep has encountered. Buyers are overwhelmed. There are too many options and not enough time – leading them to choose the least expensive or the safest option.

To survive, sellers either lower the price or reactively sell what’s in demand.

       53%
of businesses say their sales deals involve a competitor
        58%
of buyers want to discuss price on the first phone call
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Receptivity > Your Value Prop

The real problem: buyer resistance.

When the customer sincerely wants to know “why” you offer a superior solution, selling is easy.

But this requires a change in the way sellers think.

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A Program Focused on Why You & Why Pay More?

For sellers who need to:

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Increase the value vs. lower their price.

2

Convince buyers their solution isn’t a commodity.

3

Differentiate their solution in a sea of competition.

What is DEFEND?

DEFEND is a 1-day, customized workshop designed to equip sellers with the strategies and skills to demonstrate the value of their solution, product, or service. There are five core components.

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DEFEND – Program Elements

Learn to establish the foundation of influence, skills to negotiate a win/win, and ensure the decision-maker emotionally experiences a payoff of your recommended solution.

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What Makes DEFEND Different?

Change is hard – we make it easier by taking a radically different approach.

Eliminates Buyer & Seller Resistance

Sellers avoid tough conversations because they intuitively know they will lose. But if they understand the principles that drive receptivity and adopt a new framework for selling, resistance to tough conversations disappears. They will learn to change the game and stop negotiating.

Which roles do we serve?

ASLAN provides B2B sales training programs for:

Sales Executives

Account Managers

Inside Sales

Sales Leaders

Pre & Post Sales Tech Support

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“When Reps Focus on Receptivity, Everyone Wins." 

What Sales Training Formats Are Available?

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Onsite

Classroom delivery is an immersive training experience where hands-on learning is the name of the game. Role plays, group discussions, and interactive activities help reps shift their mindset and accelerate change.

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Virtual

Working with a remote salesforce? Virtual training is delivered with a live ASLAN instructor, where participants get the same classroom experience even if they are operating globally.

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Train the Trainer

Already have internal resources in place? Our content can be packaged, and with our three-cycle certification process, your training team will be equipped to coach and drive change.

What are the Benefits of the Defend Program?

 

Sellers can confidently shift from a price conversation to a value conversation (or sellers are confident)

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Margins increase

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Conversion rates rise

ASLAN Resources

Before you go, here are some resources to help you investigate our ideas and approach.

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