Source:  http://www.modernselling.com/NewsDetails.aspx?id=844 

CAN THE DANES TEACH THE BRITS THE KEY TO SUCCESSFUL SELLING?  

Blended learning: entirely flexible.

America – the country that invented the salesman as a fast-talking, assertive money-making machine – is going back to school, thanks to a new ‘blended-learning package’ from Danish consultancy Ladegaard A/S. And now the concept is heading for the UK.

Learning manager

The programme – which combines written material, audio CD and web-based modules with a ‘learning manager’, allowing coaches and salespeople to keep track of progress, test results and assess individual training needs – has already enjoyed success in the US. However, it represents a very different strategy from assertive US-style sales techniques, according to Ladegaard’s UK partners Advanced Training.

Director of Advanced Training’s sales division, Bob Hazell (pictured) tells ModernSelling.com:

‘In the States, the ABC of salespeople is “Always – Be – Closing”, meaning make sure you get the order fast. However, Ladegaard A/S teaches the ABC as “Attention – Benefit – Close”. Listen to the customer, ask questions and make sure you understand the actual need before the solutions are put on the table. That’s spot on.’

Ladegaard’s  A/S chief executive officer, Jens Ladegaard adds:

‘We think that our concept and approach is more empathetic. We focus on listening to the customer in order to uncover the actual need. Our concept is based on human relations and we are sure that this way of thinking will be a very big success in the UK.

Tolerance and respect for the customer

Human qualities play a much bigger part than people expect. It’s all about tolerance and respect for the customer and the reality that the customer is the basis of your salary. You have to respect other people for who they are and what they believe in. Don’t pretend you know everything and can read people’s minds. It doesn’t work that way” adds Ladegaard.

People do business with people they understand

‘People do business with people they like and understand. Fundamentally we believe that you can’t sell anybody anything – but you can help them make a good decision. The customer has to play the leading part in the whole sales process,’ he stresses.

Far from being a straight jacket, the Ladegaard system is entirely flexible, its authors claim. Although all the information is contained within the book and on the website, customers have the choice of which modules they want. This enables account managers, for instance, to learn the particular skills that may not be needed elsewhere.

Theory is not enough

But theory is not enough, Ladegaard claims. ‘Our concept has been developed through many years of experience with sales and marketing and ten years’ experience coaching  large corporations. What also sets us apart from other companies in the business is our instructors and partners. They all have previous experience at least as sales directors.

‘We would never hire a person solely on the basis of a good theoretical background. It’s essential that they know the practical part as well. It’s very easy to hear if an instructor knows what he is talking about,’ Ladegaard concludes.

The concept is already being used by a wide range of large corporations such as ISS, Fiat, Carlsberg, PFA, and Sony. Ladegaard is working with The Confederation of Danish Industries to launch the concept in China, Russia, Brazil and India.

Further details from Bob Hazell of Advanced Training: telephone 01235 770791, email bob.hazell@a-t.co.uk. The company is also looking for additional sales partners to work for Ladegaard directly in the UK and Ireland.

The Key to Successful Selling

On offer is a complete learning system, comprising:

• 224 page book in a protective sleeve 300x300x18mm;
• audio CD for listening in the car or at home;
• login for the website with access to e-learning;
• a learning manager where you, or your client, can keep track of learning and test results; and
• for companies of 30 or more logins, the system can be migrated to a company intranet.