Putting the Pieces Together
The Big Picture
Module 1:? The relationship between Sales and Marketing.
Any business will enhance its chances of long term success by ensuring that there is a genuine demand for its? product offering and not by just assuming it.? To ensure success the business further needs to generate selective demand for its product over and above broad generic demand for rival products by way of meaningful and sustainable product differentiation based on the needs of the current customers and more broadly, the target market audience.
Module 2:?? Segmentation.
Regardless of how large, the nature or the location, any market can be effectively segmented or broken down into smaller submarkets or niches to reveal and isolate smaller groups of customers that in turn, can be effectively targeted by your business. A blend of 3 key criteria made up of:
i. Demographic, ii. Psychographic and iii. Behavioural criteria are fundamental in being able to effectively to achieve this process in a simple and consistent manner.
Module 3: Finding an Unmet Need.
Without doubt the most crucial element in the marketing planning process and sales process is finding the customers unmet need.? It is the single most powerful requirement that actively directs the organisation strategy and subsequent tactical implementation in regards to product differentiation. This is done by making available its products (which is usually some blend of goods and services), that will stand out from the competition in a meaningful way that will be valued by the target market as a solution that more completely and adequately meet their overall needs.
Module 4: The Matching Process
The ability to effectively match the needs that exist within each identified market segment and therefore take advantage of the subsequent opportunities that meeting each niche presents to the organisations, are matched against the firm?s ability to effectively meet and cope with the demands of meeting those needs through a logical and precise matching process. The results of this process will highlight the scale of viability for each segment in an accurate, consistent and reliable manner.
Module 5:? Targeting and Positioning
Following the Matching Process the organisation needs to commit its resources and strategic focus to targeting a specific niche where they work to actively support the needs of the targeted group and in the process positions itself so that the market clearly understands that it is a quality provider of goods and services that will directly benefit individuals with such needs, both met and unmet.
It is this understanding that highlights the value the business and its products provide the market.
Module 6:? Total Value Proposition
The sum of everything the business offers their customers which include not just all the tangible aspects of the full product offering such as the product itself, delivery, guarantees, installation, training, cost rebates and resale values, but also the more intangible aspects of value such as reputation, prestige and market status. This combination of real and perceived aspects of value, all combining to more fully define the complete value that the target market audience gains by dealing with that business ahead of rival options whose total value proposition is less compelling.
Module 7:? Scripting the Sales Call
There is a fundamental need to script the sales call so as to provide solid structure, logical call flow and uniformity for a given representative from one call to another, and also between differently representatives selling the same products in different territories. Aiming for and achieving this type of sales call consistency and core message delivery is the best way to ensure that the key strategic marketing messages that support the brands positioning and core benefits are being delivered appropriately each and every time by all the sales staff universally.
Module 8:? The Sales Process
The 6 key stages in the sales process are fundamental and logically designed to help construct a logical and cohesive sales call that takes a customer through the process whose ultimate aim is to that of need fulfilment and subsequently delivery of customer satisfaction by buying a product that will meet and often even exceed their needs and expectations, as a precursor to future sales and possible advocacy to other target market audience members. This process not only provides solutions to existing issues, concerns and limitations faced by the customer, but importantly also overcome any existing objections that may otherwise limit the potential for a sale.
Module 9:? Pre Presentation Planning and Post Call Reviews
The process of pre presentation planning and post presentation reviewing of a sales persons calls is one of the universally seen common denominators that differentiate the elite sales professions from the rest. This methodology is used to not only plots the ideal course for a representative but beyond this, allows a simple and quick analysis after the call to consolidate all the key learnings that have emerged from the call which now allow the salesperson to make any appropriate adjustment or refinement moving forward that may be required for the sales script to more precisely align to the sales objectives whilst working with this target group of customers.
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