©2012 Huthwaite, Inc.www.huthwaite.com

Buyer Focused Marketing™

It's no secret that when sales and marketing are aligned, revenue increases. How does an organization achieve this alignment? By training both sa les and ma rketing on buyer-focused behaviors. At Huthwaite (the creators of SPIN® Selling and worldwide leader in sales methodologies) we've taken the next logical step in sales performance improvement: embedding marketing in to the sales cycle. Our research shows that messages resonate most when they are customer-centric. The key is teaching m arke ting tea ms to create custom er demand throughout the Buying Cycle by using these three research-proven value drivers:

1. Help customers see unrecognized problems2. Present unanticipated solutions3. Identify unseen opportunities

Buyer Focused Marketing™ will provide you the skills necessary to:

• Create customer demand, especially in new markets• Speak in a language that will resonate with your

customers• Design customer-centric measures and leading

indicators to track and communicate the success of your marketing efforts

• Maximize timing, relevancy and persuasiveness toachieve differentiation and create demand

Upon completion of the Buyer Focused Marketing™ program, you will be able to:

• Discover how buyer concerns vary at each phase of the Buying Cycle and create content that meets your clients where they are now

• Identify value gaps in your current marketing approach and analyze your vulnerabilities to compete more successfully

• Increase synergy & productivity between sales & Marketing departments

“After taking the BFM course, we now willapproach how we develop internal sales toolsand how we launch new products differently.”

— Marketing Director, Biotech

About HuthwaiteAs the world’s leading salesperformance improvementorganization, Huthwaite drivesincreased top line performancefor our clients by optimizing every sales and marketing interaction with the buyer throughout the shiftingrevenue continuum. Founded onscientifically validated behav-ioral research, our methodolo-gies which include the interna-tionally renowned SPIN® Selling program, guarantee sales success. Huthwaite assesses your organization’s needsand develops customized salesperformance improvement andcoaching programs that drive real business results.

Buyer Focused Marketing™

Based on Huthwaite’s global survey conducted in July of 2011, 70 per-cent of respondents worldwide believe there is room for improvement in the way their sales and marketing teams work together, and a similar number agree that the responsibility for change rests with both groups.

Delivery OptionsThis is a two day, participatory program with frequent opportunities to practice the skills and behaviors that lead to sales success.

Here’s how you can take part in our programs:• Attend one of our regularly scheduled public workshops

(includes Integrated Learning Experience)• Have a customized on-site session delivered for your team

(includes Integrated Learning Experience)• Participate in our Train the Trainer program

Reinforcement and Integration with CRMHuthwaite’s Call Plan integrates seamlessly with Salesforce.com and is available for free. The Call Plan and Call Plan Template can be saved, shared, and exported. For more information on downloading this app, please visit us at www.huthwaite.com.

Huthwaite Dealmaker reinforces positive selling behaviors by embedding them into daily use. Huthwaite Dealmaker works with most CRMs or as a standalone tool. Learn more about Huthwaite Dealmaker by visiting us atwww.huthwaite.com.

©2012 Huthwaite, Inc.www.huthwaite.com

Huthwaite’s Public WorkshopsHuthwaite’s Public Workshops impart the skills, tools and strategies you need to gain the competitive edge. These dynamic workshops give youand your sales people the springboard to maximize sales skills, shorten sales cycles and close more business.

Huthwaite Offerings

SPIN® Selling – Proven method-ology to improve sales perfor-mance

Winning Sales Strategies™ – Gettools for analyzing competitive account positions

Buyer Focused Marketing™ – Create customer demand by resonating, motivating and differentiating

Negotiating Skills™ – Using the most sophisticated negotiating model ever devised, plan for win-win results

Desperately Seeking Prospects – Attain practical methods for selecting the right targets and planning and executingeffective prospecting calls

* Each offering above has a one-day coaching component