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3R Selling is the latest iteration of the world-famous Customer Focused Selling program in use worldwide since 1984. 3R refers to the theme and the values that underpin this entire way of doing business: Results, Renewals, and Referrals.

Media operators who expect their people to pitch packages all day long, and who think it’s normal to have a voracious need for new business every month because the previous month’s new clients didn’t return, would probably not be interested in 3R Selling.

3R Selling is a permanent business development system that succeeds by elevating fundamental sales skills and by delivering superior results and ROI for clients. Companies that use 3R Selling thus avoid the destructive limbo-dance of commodity pricing.

The 3R Selling program is self-paced and takes one to three months to complete, months during which the seller is learning 50% of the time and selling 90% of the time (yes, we know it doesn’t add up—that’s the genius of the 3R Selling program).

The 3R Selling program consists of three “courses,” and salespeople graduate from the program when they have successfully completed all three courses. The courses are a combination of independent online learning, a series of real-time/real-client projects with feedback from coLearn’s Online Trainer, and an online exam. Here are the courses, and the sections and projects within each:

Pre-Course Questionnaire

Course 1—The End Depends on the Beginning

• Unit 1: Getting Results, Renewals, and Referrals
• Unit 2: Dealing with Price Competition
• Unit 3: What You Need to Know About Marketing
• Unit 4: Hourglass-Method Client Needs Analysis
• Unit 5: Luck—When Preparation Meets Opportunity
• Unit 6: Getting the Appointment
• Unit 7: Stop Spinning Your Wheels on Lousy Prospects
• Course 1 Online Exam

Course 2—Taking It to the Street

• Introduction to Projects
• Project 1 Overview: Find Your Best Prospects
• Project 1: Complete ICP Worksheet
• Project 2 Overview: Prepare Your Approach
• Project 2: Write VBRs and Contracting Monologues
• Project 3 Overview: Secure the Appointment
• Project 3: Get a CNA Appointment
• Project 4 Overview: Prepare Your CNA Topics & Questions
• Project 4: Write Topics and Questions
• Project 5 Overview: Define the Key Marketing Challenges
• Project 5: Complete the NAR

Course 3—Winning the Business

• Unit 1: Be Interactive—Weave Buying and Selling Together
• Unit 2: Hot Ideas and Where They Come From
  • Project 1: BrainStormers’ Briefing
  • Project 2: BrainStorming Result
  • Project 3: Partner to Select the Top Idea
• Unit 3: Building the Marketing Solution
  • Project 4: Campaign Planning Form
• Unit 4: The No-Surprise Proposal
  • Project 5: The No-Surprise Proposal
• Unit 5: 3R Selling as a Way of Life

Enrollment is open to all registered users of coLearn. Registration is open to employees of coLearn client firms. If that's you, register here. If you would like your firm to become a coLearn client, please contact us.