Three-Day Case Study

Participants spend the entire workshop in the Case Study Simulation, in which salespeople take all the strategies, systems, and practices they learned in 3R Selling and apply them in a remarkably real-world simulation experience—where they’re performance-tested, just as they are every day on-the-street. The CSS facilitator plays the role of the prospect and participants are divided into three competing teams. The teams make their appointments, and in most cases meet with the prospect in a separate room... where the other teams can’t eavesdrop. The teams are not given much instruction about how to deal with the prospect. A lot of the learning happens in the spirited discussions and debates in each group as they determine how to make the best use of their “selling time.” The 3R Selling Pro Case Study is a detailed, intense exercise... as team members are called upon—at random, at the last minute—to perform for their group. At the end of three days, the “client” allocates the “budget” and makes the buy. As in real life, there are winners and losers—and lessons to last a lifetime!

Over the course of the three days, participants come to understand and appreciate the power of the CSS Interactive Selling model. Interactive Selling stands in sharp contrast to the traditional Hand-Off Selling used by most media reps, in which salespeople focus on preparing and delivering the proposal as quickly as possible. In Hand-Off Selling, the seller does all their selling… and then leaves the prospect alone to do the buying—a strategic error. Interactive Selling integrates the selling and buying processes, making the prospect active in the selling process and the seller active in the buying. 3R Selling Pro participants will learn precisely why and how to use Interactive Selling.

Einstein said ‘‘A problem well-defined is half solved.’’ In 3R Selling Pro, people learn how to use the CSS Hourglass CNA to uncover one or more clear Key Marketing Challenges. Most reps only uncover the tip of the iceberg when doing their CNA work. Knowing that a new-car dealer wants to move 20 more used cars a month isn’t quite enough. Knowing this dealer hopes to reach that goal by targeting people with credit problems—which is tricky as most of those people go to small independent used-car lots because they think that’s the only place they’ll get financing—give the media seller the raw material to create a successful ad campaign.

Media salespeople who can only talk about their product are a dying breed, but merely doing a great Client Needs Analysis isn’t enough to produce the results clients are measuring today. Media sellers must deliver solutions that work, solutions that move jaded consumers to act, solutions that prompt advertisers to sit up and take notice. The CSS Marketing Strategy Model (MSM) is a powerful campaign planning tool that sets the salesperson apart—and more importantly, sets the client apart. It’s one of the secret weapons that CSS clients have to help them stand out in an increasingly crowded marketplace. 3R Selling Pro participants use the MSM, or they watch other teams use it and walk away with the bigger buy.

It’s hard for 3R Selling Pro participants to be disengaged during these three days! They never know when the ball is coming to them—and their team is expecting them to handle it like a pro and make the play! As a result, sellers return to the office not book-smart, but fire-bred. It’s a full-immersion experience that leaves sellers prepared to succeed… ready to propose smarter marketing solutions, to ratchet up their Key accounts, and to nail their Target accounts.

Workshop Schedule

3R Selling Pro is presented upon request at clients' premises. For more information or to schedule a 3R Selling Pro workshop, contact your CSS consultant.

For more information or to register for an upcoming 3R Selling Pro workshop, contact Dolly Heims at 813-679-1520.