New Market Strategies

This course relates both traditional and new marketing concepts to today’s fast-paced, competitive and segmented business environment, with the emphasis on relating marketing theory to practical and effective real-world solutions. Both industrial and consumer situations will be considered with a strong focus on new product/service introduction, and product/service life cycle extension.

## Course Objectives

• The Sales, Marketing, customer care Skills Training program is designed for individuals who want to gain a thorough understanding of the principles and practice of marketing and sales.

• Ideally suited for sales and business development executives, this course offers a superb grounding in the practice of these two disciplines. Sales, Marketing, customer care are important skills which allow you to engage with all types of people and buyers.

• Marketing provides you with the skills to increase brand awareness, develop your target market, as well as create the necessary leads and enquiries through targeted marketing campaigns.

• The key to success in any business is sales and during the course there is a strong focus on developing your sales skills, so that you can apply what you learn to your current position.

• Improve service delivery standards, reflected in higher levels of customer satisfaction and bottom line profits

• Build a customer focused culture

## Course Outline

Section 1: Marketing

• Introduction to Marketing
• Marketing environment
• Macro and Micro Environment
• Consumer buyer behavior
• Market research process
• The Marketing mix,
• Market Segmentation, Targeting Consumers
• Positioning Products & Brands
• Market segmentation, targeting and positioning
• Developing a marketing plan
• Product & Services Branding
• Consumer-Brand relationship
• Brand equity and value
• Pricing decisions
• Developing and implementing marketing programs
• Internet: Managing & Marketing web-sites
• Cyber Marketing
• Direct Marketing, Sales Promotion, Customer Service
• Marketing Distribution and channel decisions
• International Marketing

Section 2: Sales

• Managing a sales territory
• Identifying and targeting new business
• Personal selling, Identifying and targeting new business
• Exploiting new areas of opportunity
• Defining call objectives, Time/territory management & Journey Planning
• Planning and prioritize meetings
• Sales Milestones, Identify various milestones that lead to your objective
• Sales Situations & Selling Styles
• Sales Strategies, Self-Analysis
• Sales Preparation & Research
• Information Gathering - Questioning Techniques
• Sales presentation skills and stages in the sales process
• Structured Sales Model
• Sales People with the wrong approach
• Getting Attention & Opening the call
• Prospecting and Business development
• Sales presentation skills and stages in the sales process
• Opening the Call, Investigating customer needs – asking the right questions
• Use effective questioning and listening techniques to uncover customer needs
• Analyzing your Offer, How to answering customer objections

Section 3: Customer Care

The business case for customer service excellence

• Why excellence in customer service is a hot business boardroom issue
• Understanding what your customers expect
• Benchmarking for competitive success
• Meeting and exceeding changing customer expectations
• Assessing your organizational culture for customer service focus
• Core foundations for building a customer centric culture
• Overcoming obstacles to customer service excellence

Improving customer service standards

• Showing your customers you are serious about providing customer service excellence
• Resolving customer service challenges positively
  • The six hats problem solving approach
  • Shifting perceptual positions
  • Resolving complaints, disputes and conflict
  • Role modeling top performers in customer service.
• Moving closer to the customer - rapport skills to build better relationships