Who should attend
Marketing Managers, sales and customer care managers and supervisors, and senior sales and customer service staff
About the course
Organizations can be oriented toward marketing from a production, product, sales, or marketing perspective. Strategies, structures, and cultures, which reflect a company's basic orientation, must be integrated to ensure that marketing efforts communicate a clear corporate position. The most effective sales orientation was observed in the for-profits. Their selling efforts, however, tended to be internally focused, with product development activities divorced from the planning and marketing functions. Developing a marketing orientation, especially in line divisions, requires a careful, well-orchestrated effort and the presence of several key factors: Access to capital and an emphasis on long-range planning and strategic spending the availability of hospital-specific market research. Key distribution channels. Talented middle managers. Up-to-date systems and structures equipped to serve new values and strategies. Leaders capable of communicating to the organization a vision of its role in the community.
Fundamental to understanding the customer relationship, we must be aware of the distinction between relationships and mutual exchange processes. A relationship typically has a definite beginning, brief or extended duration and an end, whereas the service-for-service exchange is normally short-term.
That is why relationship marketing, rather than concentrating only on single transactions, takes into account the individual customer features. I.e., relationship marketing goes beyond the scope of separate relationship periods and makes an effort to analyze and picture the overall business relationship.
CRM, or Customer Relationship Management, is a term used to encompass the processes implemented by a company for managing its client or customer base. Modern marketing focuses on the customer as opposed to the product. This is in contradistinction to traditional marketing methods wherein marketers concentrated on the item being sold.
## Course Objectives
By the end of the program, participants will be able to:
- Marketing information system
- Market research
- АBC-analyses to define priorities
- Marketing mix
- The product policy tools
- The pricing policy tools
- The distribution policy tools
- The communication policy tools
## Course Outline
Customer Relationship Management – CRM – Is this for me?
CRM – Customer Relationship Management
Operative CRM structure
§ Evaluation of customer attitude towards the company – methods
§ Scoring model
Sales as a profession
Establishing the contact
Transaction negotiating technique
The telephone as a sales tool
Opportunities for application
The right attitude
The right customers
When and where?
The conversation concept
Opening the conversation
Structuring the conversation
“Sound of Service“
The telephone conversation
The first impression
Questioning is gold
Considering possible objections
The significance of letters in direct marketing
Direct Mail Marketing including
The advertising letter
§ The envelope
§ Form of address
§ Offering the product
§ Ease of reply
- Е- mailing
§ E-mailing as a service
§ Tips on E-mailing
Direct Mail Marketing
Newsletter – design
Newsletter – content
Marketing in the World Wide Web
The Internet as a research tool
Models in the Internet
Type A: according to the company objective
Type B: according to the commercial model
Type C: according to the communication purpose
Type D: according to the function
Advertising on the Internet
Evaluation of Web Sites – factors
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.