Offensive and Defensive Market Share Training for Sales and Marketing Managers

With an offensive marketing warfare strategy, a company needs to target the weaknesses or one specific weakness in the competition – making sure to emphasize their own strengths as well.

The objectives of this training are to get sales and marketing persons to be able to:

• Deploy smart machinery to ensure maximum sales of company’s products and services
• generate awareness for the company’s products
• achieve visibility in trade and outlets – wholesalers and distributors, retailers
• maximise volume delivery and achieve company’s revenue and products units’ sales objectives intelligently
• Grow market share for the brands.

Market Intelligence: Information Seeking

• Information Giving
• Listening
• Building Rapport

Probing Techniques

• Probing skills
• Objections handling
• How well you know the customer
• Sales challenges and sales differentiators

Implementing the Sales Strategy

• Planning the Market Prospecting
• Develop the right objectives
• Identify customers' real interests
• Prioritise the customers

Developing the Major Accounts

• Qualifying Customers - Criteria for Prioritising
• Potential size of account
• History of patronage
• Previous relationship on other platforms
• Pressing need for product/service
• Clear cost-benefit relationship - positive attitude
• Financial soundness of the customer
• Customer accessibility.

Outlets Management

• Territory Management
• territory delineation
• route planning
• the Selling Process – Call Plans
• sales target for the period
• merchandising
• other objectives for the period
• adding new prospects and deleting “dogs”

Relationship Management Competencies

• Offer Analysis
• Customer benefits
• YOU Appeal.

Profitable Negotiation

• Rules of Commercial Negotiation
• No negotiation when selling is unsure
• Increase level of customer needs first
• Concession strategies.

Common Negotiation Tactics

• Bogey
• Good guy, Bad guy
• Nibbling
• Crunch.

Merchandising

• Checking the storerooms for stocks
• Maximising on-shelf availability and product visibility
• Effective product placement.
• Initiate more contacts and form strong relationships.
• Influence sales outlets by building value and encourage them to believe in the company’s brands.
• Effectively manage resistance from difficult prospects to make successful sales.

FOR WHOM:

Customer Service Managers/Staff, Sales Representatives, Admin Managers/Officers, Marketers, Supervisors, Team Leaders in various segments of the organization in both the Public and Private Sectors.

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.