The Art of Marketing and Selling
Nothing happens in an organization until a sale takes place and in comes the money that everybody can live off. And sales are preceded by marketing.
Hence marketing and sales are essential in every organization. And they are most effective when they work together in a collaborative approach.
But there are not many positives about marketing and sales in a challenging economy. Business is tough, cash-flow is tight, and consumers rein in spending.
So, many organizations react accordingly. Anticipating reduced sales, they cut back on variable costs, including marketing.
And, in this circumstance, many people in marketing and sales role fail to deliver on the expected results.
But, the truth is, a small marketing budget doesn’t mean you can’t meet your goals and business objectives. You just have to be more creative in your marketing tactics, and then sell in a more effective way.
Today, selling effectively means identifying needs and persuading potential customers to respond favorably to an idea that will result in mutual satisfaction for both the buyer and the seller. This is done in a way which puts the customer first, fully knowing that when the customers’ needs are met, sales will follow.
This training will help participants understand this contemporary sales technique together with effective marketing tactics, and how to apply them to meet their sales targets.
The Learning Journey
The training starts with the foundational knowledge of what marketing and sales mean. We also look at their differences and relationship and how to ensure they align in practice.
Then we explore targeting – working through suggestions to help participants identify their customers. This will help them to narrow their selling focus and identify their target market.
Next, the participants are made to understand prospecting. That it isn't a social activity or something they just do when they are in the mood. That it is what fills their pipeline with potential business – and it's the key to their success in sales.
The course then explores the participants’ current attitudes to prospecting and what they are currently doing to find clients. We also share some interesting facts about what qualities make prospecting successful. We also discuss networking and its importance.
In the last part of the training, we look at some major aspects of selling, such as customer-focused selling, handling objections, pricing issues, and closing the sale.
Training Objectives
After completing this training, participants will:
- Have a practical understanding of what marketing and sales mean
- Understand how to ensure alignment between marketing and sales
- Be able to target their market effectively
- Be able to focus on their targets and understand what makes them buy
- Understand prospecting, its importance, and how to do it effectively
- Be able to know the networking activities that can help them meet the right people in the right places and take advantage of them in a professional manner
- Master the key skills for successful selling
- Understand the concept of customer-focused selling and how to apply them to improve sales results
- Disarm objections with proven rebuttals that get the sale back on track
- Recognize when a prospect is ready to buy
- Know how and when to close the sale
Training Outline
Session 1: Understanding Marketing
- What is Marketing?
- What is Sales?
- The Best Marketing
- Increasing Business
Session 2: Your Competition
- Setting Yourself Apart
- Your Competitors
- Your Products and Services
- Product mastery exercise
- Service mastery exercise
- Identifying Your FAB, USP, UPB
Session 3: Targeting Your Market
- A Narrow Focus
- Narrowing Your Focus
- Where are Your Customers?
- Common Characteristics
- Customer Profile
- Customer Location
- What Makes Them Buy?
Session 4: Finding New Clients
- Finding New Clients
- Looking for Clients
- Networking
- Roadblocks and Remedies
- Our Roadblocks and Remedies
- Successful Networking
Session 5: Prospecting
- Why is Prospecting Important?
- Working with Prospects
- Finding Prospects
Session 6: Selling Skills
- Essential Skills
- Identifying the Skills for Success
- Consultative Selling
- Customer Focused Selling
- Focusing on the Customer
Session 7: The Sales Cycle
- The Sales Cycle
- Initiate
- Initiating the Sales Cycle
- Cold Calling
- Finding Clients
- Reverse Networking
- Using Reverse Networking
- Build
- Building Relationships
-Manage
- Optimize
- Finding Comfort
Session 8: Overcoming Objections
- What are Objections?
- Attitude Check!
- Controlling Your Reactions
- Strategies for Handling Objections
Session 9: Pricing Issues
- Handling Pricing Objections
- Managing the Objections
- Four Factors That Stay the Same
- How You Handle the Issues
Session 10: A Personal Action Plan
- Starting Point
- Where I Want to Go
- How I Will Get There
- Summary