Name: Video 1 - Cognitive Bias and communications
Uploaded: 2017-11-14T20:52:52.940Z
Duration: 6 min 3 s

Fundação Instituto de Administração

Models & Frameworks to Support Sales Planning

3 notes

Cours 3 sur 5 dans Specialization Strategic Sales Management

Welcome to Course 3 - Models & Frameworks to Support Sales Planning – In this course, you’ll go through a conceptual approach to selling models and frameworks. As a primary learning outcome of this course, we emphasize the improvement in the analytical competencies and skills to develop sales planning and management. And the learning process goes through the application of the models and frameworks that contribute to supporting these processes. This course is aimed at professionals who seek improvement in conceptual support to the sales planning process, especially with an emphasis on applying selling models and frameworks methodology. At this point of the Strategic Sales Management specialization, you have an excellent understanding of the integration of sales planning to the strategy of the company. You also have a vision of major prescriptions and recommendations to support this integration, and proceed to strategic sales planning by applying intelligence analysis. Now, in this course, selling models and frameworks will be discussed, from a conceptual standpoint to add methodological structure into the sales planning process. Therefore, throughout the modules of this course, the subjects discussed will include topics of sales management (module 1), the selling models and frameworks (module 2) that support sales planning, which relates to the hard skills that may be applied. In the third module of this course, soft skills are brought to the discussion, since they comprise an essential component because sales functions include many aspects of the human interactions. Please follow the steps of the course, and for academic objectives, we would recommend you to do it in the sequence of modules proposed, though you may take them in a different order. We look forward to having you during the course modules and lessons.

À partir de la leçon

module 3 - Soft Skills

Soft Skills module: In this module, the focus is on providing a different set of methods that complement the methods presented so far in the current Course 3. As discussed in the first two modules, most of the concepts are related to prescriptions and recommendations that may be considered as hard skills, as they present a structured approach to conduct the development of the sales planning and management processes.In this module, we provide recommendations of soft skills, which are crucial in the negotiation process and also in the communication with potential customers. The primary learning outcome of this module, therefore, is to improve the potential of sales by adding the soft skills side of expertise.

Video 1 - Cognitive Bias and communications6:03

Video 2 - Influence and Sales4:18

Video 3 - Body Language5:20

Video 4 - NLP Topics5:05

Rencontrer les enseignants

Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Edson Ito
Specialist Professor
Cesar Rodrigues
Specialist Professor

[SOUND] Hi,

welcome back.

Personal sales involve direct communication between buyers and

sellers, often in personal meetings.

With the support of technology like emails, telephone, and other forms.

Throughout this course we have emphasized the need for

communication between companies to understand their needs and

to work together to generate solution that will serve both parts.

However, companies don't talk to companies, people talk to people.

That is why communication is so important, and

often determine the success of the business relationships.

The communication in the context of personal sales serves to,

one, understand the client, his situation, and his needs.

Second, collect the information you need to plan your future actions.

Information on customers, competitors, suppliers, other players.

Third, influence, customers' decision-making.

Fourth, establish long-term relationship.

Understanding the situation and needs of customers depend fundamentally upon

your ability to understand their business model, their operations,

their future actions, and the opportunities and threats that may pose.

In seeing the opportunities from the customers point of view, and use

that knowledge to enable your firm to make the best decisions to support your plans.

Unfortunately, there are obstacles that hinder communication and

prevent us from understanding their message.

The idea behind this video is to identify some

of the pitfalls that can hinder your ability to communicate.

The first, is that we have the illusion that we see the world objectively.

We do not have this capacity.

Our ability to perceive and process external information is limited.

To survive, we have created simplified ways of making decisions, and

one of them is called cognitive bias.

Cognitive biases essentially limit our perception, and

filter the information we receive.

It increases the perception of information that confirms what we already believe,

and prevent contradictory information from coming in.

Cognitive bias explain why two people can receive the very same information, and

come to different, and even opposing, conclusions.

For example, if you believe that one industry will grow, for

example, subcutaneous microchips that can serve several purposes,

including personal identification, credit information, law enforcement, etcetera.

If you think that this kind of technology will succeed, you will notice information

that confirm that this technology will increase in use and importance.

If you believe that this technology will fail, you will notice mainly

information that demonstrate that this technology has no future.

The main practical application is that

you should understand what the customer representatives believe.

You will find people with a very different perception on the reality,

and your temptation will be to try to convince them.

Well, until you really understand their point of view,

your chances of success are going to be very, very small.

You need to understand, deeply, the other person's position.

Encourage the person to speak in an open way.

This will give you insights that will allow you to draw a solid, and

effective, line of argument.

Also, when you demonstrate that you actually listen to what your counterpart

has to say, the likelihood that he'll return the kindness is greater.

One of the information gathering techniques widely used by competitive

intelligence professionals, is called empathetic listening.

The purpose of this technique is to let the person

at ease to speak what he or she thinks.

A good competitive intelligence practitioner can hear what the counterpart

has to say, even if it is contrary to one's opinion,

or even offensive to his, or her, values.

Even so, the practitioner shows a kind of attention and respect rarely seen.

This behavior encourages the person to speak frankly and openly.

In order to use this technique,

your focus should be understanding the logic that underlies the person's opinion.

And remember that your counterpart will act according to what he or

she believes, the information that he or

she can access, in accordance to his or his mental process.

If you understand how your counterpart thinks, you will be in a much

better position to find a satisfactory solution for both parts.

This technique also requires self-control, determination, and

great emotional balance.

At this stage of the conversation, the objective is not to convince, but

to understand, the position of your counterpart.

Since there are several areas of your firm that interact with customers,

it is important that you educate these people to

allow them to help increasing your understanding of customers.

And, the marketplace as a whole.

Thank you for watching, I'll see you in our next video.

[SOUND]