Sales and Marketing Management
28 Instruction Hours (4 Days)

Learn How To Generate Sales
While Boosting Customer Service and Loyalty…

Do you know how effective your marketing and sales efforts are?
We’ll show you how to establish a system for evaluating the return on your marketing investments and how to measure the quality of customer service your company provides.

Dr. Jim Boles’ powerful seminar clarifies the “mystery” surrounding sales success. Your company’s ability to generate new sales while retaining current customers and enhancing customer satisfaction requires an increasingly complex set of skills. Some of these skills that Dr. Boles will teach you in an easy-to-apply format include:
· Finding new prospects in the most efficient manner and effectively using segmentation to target those prospects
· Making effective, clearly targeted presentations that demonstrate value
· Understanding what is required to use service to existing customers as a competitive advantage
· Understanding how to use price, promotion and product to effectively target key customer segments
· Knowing how to manage customer expectations

You’ll learn how you can gain a lasting competitive advantage by exploring:
· The interaction of your marketing and sales processes
· Buying behavior
· Various influences on purchase decisions
· Market segmentation
· The role of price and product in segmenting the market
· How the service encounter can influence customer behavior
· How sales communications must reflect the marketing programs/advertisements that the firm is using
· Proven and tested marketing and sales management practices that top corporations currently use

In our highly interactive seminar, you’ll be engaged in discussions on prospecting tools and techniques that work. You’ll get hands-on experience in group exercises on market segmentation, creating scripts for prospecting, practicing the selling process and developing positioning statements for advertising. Also, you’ll see video segments that will exemplify concepts with practical application.

Who Should Attend: Marketing Managers, Sales Managers, Experienced and Novice Salespeople, Entrepreneurs who wish to grow their businesses, or any person who needs an in-depth understanding of sales and marketing activities

Program Benefits:
· How to deal with increasingly demanding customers
· How to link sales and marketing efforts to maximize firm outcomes
· How to match promotional messages and offers to critical customer segments
· Proven sales techniques for business and retail sales
· How to develop marketing and sales metrics to evaluate your current promotion efforts
· The importance of selling value – not price
· New methods for identifying prospects
· Effective market segmentation tools
· How to develop, organize, and lead an effective sales force
· The buyer decision-making process
· Relationship-building skills that can make your firm less vulnerable to competitors
· How to enhance your communications skills in one-on-one and group settings
· How to effectively investigate buyer needs
· Tested techniques to increase customer awareness of your good or service
· How to effectively deal with customer objections
· How to close the sale without pressuring the buyer
· Methods that enhance the value of your post-sales follow-up activities
· The keys to building a loyal customer-base

 

Course Outline:

Module 1: Interface of the Sales and Buying Processes
*Business and Retail decision processes model
*Model of current sales processes
*Meeting buyers on their terms
*Marketing's role in the buying process

Module 2: Business Relationships and Customer Satisfaction
*Developing a "customer value" model to guide segmentation
*Model of the relationship building process
*Interventions that help build successful relationships
*Enhancing customer satisfaction
*Setting customer expectations
*Using service to enhance customer retention

Module 3: Finding New Customers
*Use Segmentation to guide marketing communication
*Targeting promotion and advertising for maximum efficiency
*Creating effective promotions and advertising
*Finding new customers through effective prospecting
*Determining WHO is a good prospect
*Price and Product as segmentation tools

Module 4: Communication and Personal Skills
*Model of effective marketing communication
*Listening: The lost art of communication
*How to design effective marketing communications
*Managing your time for maximum effectiveness
*Enhancing your day-to-day performance

Module 5: Investigating Client Needs
*The critical importance of knowing customer requirements
*The ADAPTS Selling model of investigation
*Questioning for maximum communication

Module 6: Effective Sales Presentations
*Building effective presentations that reflect your firm's personality
*Using marketing intelligence to guide your presentation
*Selling to meet customer needs
*Elements of a strong presentation

Module 7: Closing the Sale
*Addressing customer concerns
*Building support for your solution
*Obtaining buyer commitment
*Nail down the details

Module 8: Follow-up and Effective Service - Drivers of Customer Loyalty
*Customer expectations regarding follow-up
*Using technology to enhance follow-up effectiveness
*Superior service - an important differentiator
*Using marketing and service to build a loyal customer base
*Consistency -- the key to customer satisfaction and loyalty
*Current customers as sources of new prospects

 

Your Instructor: James S. Boles
James S. Boles (Ph.D. Louisiana State University) is a member of the Graduate Faculty at Georgia State University where he teaches Marketing Management in their highly rated Executive MBA program. Prior to receiving his doctorate, James worked in insurance and real estate sales. He has conducted numerous sales and key account management training programs attended by salespeople from such major firms as: Bank of America, British Petroleum, Intel, Shell, Corning Incorporated, National Commercial Bank of Jamaica and 3M, to mention a few. He also consults with firms in the area of innovative thinking -- helping organizations to see new business opportunities and generate new ideas to improve their effectiveness.

 


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