Marketing represents the essence of all those activities which come before the sale and all great salespeople know how to make the most of the marketing office's efforts to get concrete results. The training programmes we design for this "world" always start from this axiom: how to optimise our sales and marketing efforts to protect and increase our market.
Targeted at the marketing network (junior sales people), the course aims to analyze the basic behavioral elements when you are in front of the customer.
The course is spread over three / five days.
The topics dealt with are:
- Interpersonal communication
- The three principles of selling
- The opening (introduction)
- High potential questions
- Features and Benefits
- The closure
To work on everything you need to do when you are "away from the customer," which accounts for between 70 and 80% of the sales person’s time.
Scheduling (all the actions for making plans) becomes a working tool that increases the effectiveness of the performance. The organization of this seminar is related to three key elements:
The sales results when facing the customer depend on how well you've done your planning.
This course teaches you how to do it.
All the people involved in sales who need to rationalize their approach to the market.
Case studies, tools and matrices are used as preparatory material for analyzing their sales people’s own reality and to formulate individual action and improvement plans.
The course is divided into 5 individual modules over a period of 3 days.
After a brief theoretical introduction, we analyze the principles of marketing and sales from a very practical point of view.
The topics of the course are:
2. Optimal time management
3. Key Purchasing Factors
4. A competitive strategy for customers
5. Portfolio analysis and customer prioritization
Module 1: MARKETING
1. The market scenario and the three main determinants that describe it today:
• More for less
• No way out
2. The marketing concept, its evolution and projection
• The Marketing mix concept as a summary of company operations
• The evolution of the marketing-mix concept (from1960 until now)
3. The new "4 P's"
Module 2: OPTIMAL TIME MANAGEMENT
• Optimal time management
• The seven keywords of planning
• The activities / objectives matrix
• Defining priorities
Module 3: KEY PURCHASING FACTORS
• Critical Success Factors
• Key Purchasing Factors
Module 4: COMPETITIVE STRATEGY TOWARDS THE CUSTOMER
• The competitive matrix
• Areas for improvement in key purchasing factors
• Analysis of strategic conditions
Module 5: PORTFOLIO ANALYSIS AND CUSTOMER PRIORITIZATION
• The customer identification factors (technical and personal)
• The territory / customer matrix
• The customer portfolio analysis
Provide the fundamental elements of face to face selling: to help to be effective during negotiations in front of the customer, to provide the technical and relational elements to succeed in selling.
Selling is not only related to techniques; selling is a magical blend of knowledge, skills, abilities and motivation. The first step is to understand the person you are dealing with and if what we are offering satisfies his or her specific needs, then we must "earn the right to continue." The customer asks questions and wants answers, if you do not know what you are offering success is unthinkable. Finally, to be effective you must be convincing and involve those participating in the negotiation.
During the course we analyze individually the parts that form a sale (opening, needs survey, presentation of features, handling objections, closure) which will then be "edited " to give a meaning to the conversation.
Video recording and video feedback are essential tools of the course.
People who approach the world of selling or who need to review their way of approaching the meeting with customers.
The fundamental selling principles
• The three steps for success in "face to face selling”
• The fundamental attitudes of the seller
• Technical and relational needs
Open and closed questions
• Four types of questions
Features and Benefits
• The customer’s perceptions
• Customer purchase phases (path to purchase)
Objections and solutions
• General and simple objections
• The three types of “real” objections
• Handling objections
• Opening phases of a visit
• An effective opening
The offer presentation
• The effectiveness of the presentation
• Tutorial: The elevator
• "Sensitivity & Heat"
• Ways of speaking
• Structure of the speech
To encourage thoughts about achieving more profound professional skills to be able to:
• Manage strategic products together with a strategic management of each individual customer
• Assign a target to each customer and help him/her reach it
• Raise awareness of the importance of the value chain and how it is created
• Change the communication structure introducing cornerstones to highlight the strategic products
• Achieve loyalty by identifying the variables that are key to the relationship
The course starts by defining “acting strategically” that affects the work of today. In other words, you want to implement the concept of strategic thinking withaction on the market and this is developed by means of the following points:
1. Prioritize customers
2. Value orientation
3. Create value through information
4. Strategic Products
6. The Strategic Action Plan on the territory / customer
Among the tools provided in the classroom there is the information /relationship matrix, which places the customers in four segments and is used to identify specific strategies for each of the four clusters created.
People who are actively involved in the world of sales with responsibility for customers who need relationships based on personal ability to maintain connections and at the same time provide valuable elements during negotiations.
• To act strategically in the sales context
• The scenario of highly competitive markets
• The 13 practices
• Axioms of highly competitive markets
• From contact to partnership
• The prioritization of customers (criteria and procedures)
• Who the decision makers are
• How the customer is structured (strengths and weaknesses)
• The identification of customers’ "strategic vocation" and their position on the market
• Identifying the customers’ orientation
• The information-relationship matrix
• Providing value to the customer through information: The information manager
• Selling results.
To know, recognize, define and emphasize clearly the differentiating elements of your company’s offer and put them forward so that they can be perceived as decisive for the customer’s needs.
Everyone working in the marketing sector.
3 days: 2 days for value definition, 1 day for value communication.
Emphasis will be placed on the breakdown of the value produced by the person (seller) of the product (or service) and by the company and on the basis of these elements the most appropriate communication will be constructed to transfer the value created to the customer.
Foreword and Introduction
• Guidelines for "selling value"
• "Value" in history
• Values & Value
The value created by the person
• Differentiate oneself through human resources
• The definition of skills that identify people
The value created by the product
• Performance and perception
• Key purchasing factors (technical and relational)
The value created by the company
• The definition of the company's key resources and their exploitation
• In search of uniqueness: “the Unique selling proposition"
• The transfer of value to customers: the presentation of the holistic value of the offer