Selling skills for advisors
The challenge for professional advisors
The provision of corporate finance advice and other services is a highly challenging business, with the highest levels of competition reserved for the most attractive assignments. In order to generate a flow of opportunities advisors need to market and sell themselves to a wide range of sophisticated buyers including:
| Companies | Finance providers |
| Existing shareholders | Banks |
| Management | Structured finance providers |
| MBO/MBI teams | Mezzanine investors |
| Purchasers | Private equity investors |
| Vendors | Other sources of finance |
| Private equity houses acting as principal |
In the early selling process advisors have traditionally sought to differentiate themselves on the basis of:
- The experience and size of their firm
- Their ability to act quickly, add value and provide a tailored solution
- Being able to provide a full range of services and comprehensive advice
- Sector knowledge
- Quality and depth of contacts
- International presence
- Track record
In practice almost all advisors use these, or similar, selling messages and, in our experience, they are typically presented as key messages in initial pitches. Although many of these attributes are necessary they can be said to apply to most players in the market. Accordingly, relying on such features does not differentiate the advisor: at best it results in a "me too" message.
Course objectives
To demonstrate how to achieve real, effective and sustainable differentiation.
To boost the confidence of individuals in selling both themselves and their firm.
To improve the ability to win new business.
How you will benefit
Throughout the course participants will examine the strengths and weaknesses of their individual selling styles as well as having the rare opportunity of learning from best practices used by colleagues. The course is not taught in a "chalk and talk" style but is highly participative, making extensive use of relevant case studies and video role plays.
The course will provide a tool-kit of skills that can be put into immediate practice and improve individuals performance and confidence levels in the selling process.
The course in outline
Establishing real differentiation
Effective selling behaviour
Presentation styles
The vital importance of first meeting and an effective follow through
Getting the best from your in-house marketing material
The appropriate use of "pitch books" and technological aids
Getting key messages across
Duration
This is a two-day course.