Sales and Marketing In a Competitive Environment
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Sales and Marketing In a Competitive Environment Course
Introduction:
Marketing is a vital discipline that empowers you to create influential brands that establish a strong presence in your customers' minds. When done effectively, marketing can significantly impact your financial success and fuel exponential growth, even in challenging market conditions. However, ineffective marketing can lead to wasted resources and frustration for your sales team and executives.
This workshop aims to guide you in adopting, implementing, and executing proven marketing strategies that cultivate enduring and influential brands. It will provide an overview of the marketing process along with a comprehensive set of tools, models, and theories. Moreover, the workshop will focus on hands-on application and execution of tools and techniques essential for crafting a winning marketing strategy.
Course Objectives:
Participants attending this program will:
- Learn techniques for optimal interviewing and recruitment of high performers
- Learn how to build, manage & develop high performing sales teams
- Understand and practice dealing with, Personal Motivational Styles to drive optimal performance and staff retention
- Develop effective communications strategies for optimal performance
- Learn how to design & implement an effective Performance Management system that produces results
- Develop cost management strategies to ensure financial goals are met
- Gap Analysis – effective tools & approaches for managing competencies and performance on the job
- Fully understand the Marketing Model
- Understand and be able to manipulate, adjust and manage each aspect of the marketing mix
- Understand how to do a Strategic Market Audit
- Understanding Strategic Product Positioning
- Understand Market Segmentation
- Understanding Branding for Growth
- Understand Value Creation, delivery & Capture
- Learn how to manage Brands and Product Portfolios
- Understand and deploy a marketing tactical mix
- Manage the value of their customers.
- Communicate clearly and effectively both on a one-to-one basis and in group situations such as meetings
- Build rapport and interpersonal relationships and develop their influencing skills
- Resolve conflicts and differences through effective, creative and mutually satisfactory negotiation leading where possible to win-win solutions
- Maximize deal benefits in commercial negotiations
- Make formal presentations to small and large groups with clarity and persuasiveness
- Handle audience questions effectively and with integrity
- Get support for new ideas and change initiatives
Who Should Attend?
- Anyone who is responsible for the supervision, management, or coaching of salespeople, or those on the ‘Fast-track’ to management.
- Experienced Sales Managers who want to learn new and exciting techniques for driving results forward, even in teams that ‘have seen it all’.
- Individuals who have some experience at the supervisor/manager level and are ready to take more management responsibilities
- Individuals who are being groomed to make the transition from supervision to either a manager or leader of change
- Individuals who need a deeper understanding of what drives individual behavior and group dynamics
- Individuals who need to hone their coaching skills to produce results
- Sales Leaders who are looking to improve their managerial knowledge and skills, and have been called to lead a change initiative
- Individuals who are already Marketing Professionals who would like to formalize their thinking and strategies along proven, strategic lines.
- Those who are new to the marketing function or moving across from other disciplines within the company, as well as people with some sales experience but who have had no formal marketing training.
- Individuals who would like to improve and change the way they address and make offerings to their markets
- Those looking for greater returns on their current investments
- Business Managers who need to break out of the ‘Commodity Trap’ and give a positive differentiation to their company, services, products, and offerings.
- Leaders who are looking to improve their marketing knowledge and skills
Course Outlines:
Building & Managing Sales teams
- Attracting, Recruiting & Retaining the Best Sales Team
- Interviewing Skills
- Appraisal Skills
- Ensuring we have the correct job requirements in place
- Effective Succession Planning
- Effective coaching techniques for Managers
- Incentive Management
- Define the terms “Leader”, “Manager”, “Coach” and “Mentor”
Managing Internally
- Effective Cost Management
- Implementing Sales Force automation
- Managing Sales Channels
- Efficiency in Salesforce Control
- Effective Inter-Departmental Communication Strategies
- Enhancing Team Dialogue
Managing the Sales Team
- Motivation Strategies
- How to build a strong sales culture
- Implementing effective educational strategies
- Motivating techniques
- Thinking ‘out-of-the-box’
- The four stages of team development
- Managing different personality types
- Build capacity in your people
- Understand the forces that oppose personal change
- Situational Leadership
Performance Management
- Adopting correct Key Performance Indicators
- Using technology to get a competitive advantage
- Maximizing Salesforce Return on Investment
- Designing & adopting Competencies
- Competency Management
- Coaching underperformance
- The disciplinary process
- Problem Solving & Decision-Making
- How to implement Performance Improvement
Tools, next steps & Action Planning
- Gap Analysis
- Moving from Training to Performance Improvement
- The Performance Measuring tool (What, Why & How Report)
- Models of Management
- Your Management Style
- Create effective action plans