Target Audience
This course is designed for sales professionals, business developers, and professionals required to sell as a part of their role. The course is also useful for people wanting to improve their consultative selling skills and long-term customer relationships when selling business-to-business (B2B) services or high value consumer goods and services.
Overview:
The program is designed for managers and staff, from a broad spectrum of industries, involved in sales. It explains the fundamentals of B2B selling (business-to-business selling) . It provides a clear understanding about market essentials.
The program develops participants skills, techniques, and confidence to sell clients needs and develop long term relationships.
Throughout the program, participants learn how to follow a sales process to guide their conversations and sales meetings, they will also be introduced to B2B marketing process and structure.
Course Outline
Day One:
- What Marketing is and How to apply it?
• How B2B marketing and selling differs from consumer selling and marketing.
• From product and sales-focused to market-focused.
• Key principles that underpin B2B marketing.
• Tips for successful B2B marketing.
• Building relationships to win preference.
• Getting buy-in from coworkers.
Day Two:
- Developing a process and a plan to succeed in the market.
• Aligning marketing, business strategy and the brand.
• The marketing process and structure.
• Understanding the market, customers, and competitors.
• Identifying the real customer needs.
• Identifying and prioritizing the key success factors.
• Constructing the B2B marketing plan.
- Establishing marketing goals and how to achieve them.
• Clarifying marketing objectives.
• Developing a clear B2B marketing strategy.
• Prioritising people to target and the purpose.
• Constructing an integrated B2B marketing mix.
• Integrating the mix to deliver superior value.
• Getting others to contribute and support it.
Day Three
- How to innovate and manage products?
• Applying the product life-cycle concept.
• Managing the B2B product portfolio.
• New product development and screening.
• Creating superior B2B value-propositions.
• Proving value and overcoming competitors’ prices.
• Using price and defining pricing strategy.
• Understanding cost-plus, break-even and contribution pricing.
- Using marketing communications, distributors, and service in the marketing mix.
• Necessary support on applying marketing communications.
• Combining communications tools and messages effectively.
• Marketing to, and through, distributors.
• How to offer service and charge for it.
• Integrating the sales function with marketing.
• Measuring marketing outcomes and applying control.
• Creating and justifying the marketing budget.
