3DCCV™
3D Creating Client Value™
Unlock the secrets to customer-centric selling.
Your best salespeople don’t follow your sales process, or indeed anyone else’s. They are customer-centric, acting as trusted advisors and guiding customers through their individual Buying Cycle.
3D Creating Client Value (3DCCV) is a definitive opportunity management programme that equips your salespeople with the strategies, skills and conversational techniques to guide customers through the Need, Choose and Worry stages of the Buying Cycle. CCV is based on more than 20 years of quantitative, qualitative and field-based sales research, and forms a core part of Imparta’s 3D Advantage® Curriculum.
In 3DCCV, teams learn how to bring agile, game-changing insights to their customers, stimulating demand by understanding their objectives, the barriers to achieving them, the capabilities that can help, and the decision process they will need to follow. They learn and apply sophisticated influencing techniques, from using social proof to connect with prospects online, to building momentum through loss aversion, to managing customer decision criteria and improving stakeholder alignment.
Critically, they also develop the ability to build trust with their customers and clients, gaining access to key stakeholders as they guide them through the Buying Cycle.
This highly interactive programme develops lasting skills through a comprehensive set of simulated activities, application and real-life exercises, tools and reinforcement techniques within Imparta’s continuous improvement ecosystem.
Course Overview
Key training topics include:
- The 3D Advantage® (Insight, Influence and Trust) and 3D Mindset (Responsibility, Resilience and Rigour).
- Leveraging social, digital and behavioural skills to connect and engage with prospects in existing accounts as well as new targets.
- Stimulating demand by bringing insight to a customer’s objectives, the barriers to achieving them, and possible solutions.
- Building momentum through Loss Aversion and other techniques from psychology and Behavioural Economics.
- Quantifying the potential value of a solution and gaining commitment to act.
- Creating pitch strategies that reflect and manage customer perceptions around their selection criteria.
- The structure and practical elements of a Perfect Pitch.
- Active stakeholder management, including strategies for influencing Champions, Nemeses, Supporters and Opponents.
- Risk identification and alleviation at four levels: strategic, tactical, political and individual.
Impact
The Creating Client Value™ methodology has been shown to increase:
- Pipeline health and lead generation.
- Conversion rates from discussion to opportunity.
- Deal velocity.
- Win rates vs. the competition.
- Win rates vs. do nothing.
- Average deal size and length.
- Quota attainment.
- Revenue and profit from new accounts and across the existing customer base (share of wallet, up-selling, cross-selling).
The Buying Cycle
At its heart, Creating Client Value is a customer-centric approach to consultative selling. Salespeople are taught to adapt their objectives, tactics and strategies in an agile way at each stage of the customer journey. This journey is what we call the Buying Cycle. Watch the animation below for more insight.
Who is it For?
This Creating Client Value programme has been designed for salespeople, account managers, and sales managers (at all levels of seniority) who have a role in creating, managing or coaching sales opportunities.
It is generally more suitable for those in a more consultative and/or complex sale (our Core Selling Skills program is fully compatible and more suitable for those in transactional selling).
3D Creating Client Value is also applicable to any professional who would benefit from a better understanding of the buying and selling process, e.g., those in Customer Success, Technical Sales, Marketing (to facilitate better sales/marketing alignment and integration), and even Learning & Development.
Formats and Duration
The programme is part of Imparta’s modular curriculum.
It is available as:
- eLearning (full modules, plus individual assets that can be embedded into playbooks).
- A 2 ½ day instructor-led face-to-face workshop.
- 5 four-hour virtual instructor-led sessions.
- Flipped learning where the classroom is used to focus on application.
- Modules that can be combined with other courses.
The programme also includes competency definitions, application tools, measurement, and reinforcement tools including nudge questions and manager coaching guides to make the new skills stick.
Application Tools
Application tools (Canvases) are available in print, editable PDF and Excel versions. They are also available as native Salesforce tools and standalone tools within our platform.
The Canvases help attendees to embed their new skills, and to apply them to winning business and improving account profitability.
Explore the modules
[cjtoolbox name=’Slick Cards ‘]I used Risk Alleviation strategies the day after the course. Not only did we secure the contract, the client actually said, ‘Thank you, that part of the meeting really added value for me.
Sales Executive, IT Services