Lumina Consulting - Creating Trusted Advisors

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The Trust-Based Selling™ Program

Objectives:

• Increase level of comfort with personal selling
• Offer a framework for selling professionally
• Offer specific tools for flexibly addressing various personal selling issues

Details:

• Length: 8-16 hours

Trust-Based Selling™ is a 1-2 day program for anyone who must sell complex products or services in a relationship context. That has included financial advisors, commercial bankers, lawyers, automotive parts manufacturers, reinsurance brokers, management consultants, software producers, architects, accountants, private bankers, actuaries, and HR and IT professionals. The program is customized for each firm; this is not an open-enrollment course. It applies practical models of trust to realistic-and to real-life-client situations.

Contents

We build Trust-Based Selling™ from the foundation of four core principles:
a perspective of client focus, a habit of collaboration, a timeframe of relationship not transaction, and a willingness to be transparent . Topics include applying the trust model to the business development process, why clients really buy, how clients make decisions, selling by doing as opposed to selling by telling, adding value in the sales conversation, managing the sales conversation, avoiding pitfalls in sales conversation, handling price, making closing a
non-issue, issue clarification, clarifying implications and benefits cases,
cross-selling, handling issues outside your area of expertise, specific client types and how to interact with them, integrating trust, profit and business development consistent with client service.

3 Principles:

• Client focus
• Collaboration
• Controlled risk-taking

6 Mindsets:

• Thinking that advances the principles

13 Tools:

• Techniques to change behaviors

8 Pitfalls:

• Avoiding traps via the trust process

10 Myths:

• False assumptions that limit behaviors

Approach

Becoming a Trusted Advisor requires more than mastering a few behavioral tricks; it demands new mindsets as well as skillsets. To get at both, we use:

• intellectually challenging models, paradoxes and stories
• role-playing-both realistic and real examples
• customized caselets about relationship management

Attendees bring their toughest real-life situations with them to the program, and we work them in real-time through both role-plays and discussions. We purposely use live client examples, for three reasons:

1. educationally it's more exciting
2. it's bound to be more relevant
3. solving real problems in the program leads to fast payoff

Will Trust-Based Selling™ Fit My Organization?

Trust-Based Selling™ can co-exist with most existing selling processes,
e.g. Miller-Heiman, SPIN. Trust-Based Selling™ is not a sales management process per se, but rather a structured approach to crafting trust-based sales conversations at all stages of a sales process. Unless your existing sales process is inherently manipulative, Trust-Based Selling™ should not only fit,
but also energize your existing approach.

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Building Trusted Advisor Relationships Program

Objectives:

• Deepen client relationships
• Increase business development effectiveness
• Improve handling of difficult client situations

Details:

• Length: 8-16 hours

Building Trusted Advisor Relationships is a 1-2 day program designed for client/customer relationship managers. The program is customized for each firm; this is not an open-enrollment course. It applies practical models of trust to realistic -and real-life- client situations.

Contents

We explore what it really means to be collaborative, to be customer-focused, to be transparent, and to have a win-win perspective, as those concepts play out in daily client life. Topics include the process by which trust is built, the trust equation, negotiation, handling conflict, speaking difficult truths, managing difficult clients, managing scope creep, building trust quickly, building intimacy, improving listening, reducing misunderstandings, positioning for constructive follow-on work, hypothesis development, problem definition, and
managing uncertainty.

The Trust Equation:

T = (Credibility + Reliability + Intimacy)

Self Interest

The Trust Creation Process:

Listen > Frame > Envision > Commit

Approach

Becoming a Trusted Advisor requires more than mastering a few behavioral tricks; it demands new mindsets as well as skillsets. To get at both, we use:

• intellectually challenging models, paradoxes and stories
• role-playing-both realistic and real examples
• customized caselets about relationship management

Attendees bring their toughest real-life situations with them to the program, and we work them in real-time through both role-plays and discussions.