Strategic Sales and Promotion Management

Effective sales plans and well designed sales promotions can make the difference between profit and loss. This course will equip delegates with the tools they need to set realistic and yet challenging sales targets and ensure that their teams are able to achieve them.

During the course delegates will consider where their product/service currently sits in the market and who their customers are. They will then identify potential opportunities for increasing sales before using a structured model to draft their sales and sales promotion plans.

Delegates will also look at the skills their sales teams need to increase sales and practice a range of techniques to motivate and upskill their teams.

Finally, the course will show delegates how to make use of business and customer intelligence to review and adjust their plans to ensure continued success.

Objective

By the end of the program, participants will be able to:

• Understand strategic marketing how to effectively position their product/service in the market
• Explain the differences between marketing and sales and the perspectives of the two functions.
• Use structured frameworks to develop their sales and sales promotion plans
• Translate sales targets into achievable sales plans.
• Motivate and coach their teams to achieve challenging targets
• Design effective sales promotion campaigns and monitor their effectiveness.
• Make use of business and customer intelligence to review and adjust plans as needed.

Course Outline

Day 1 Brand, product, market and customers

• The concept and role of marketing
• Establish how marketing fits into the company
• Market research
• Examine how competitive pressures have and will change the marketplace
• Analyzing market opportunities
• Identifying customers -who they are, what they want and how they buy
• Apply the SMART bomb strategic approach to your marketing strategy development process

Day 2 Sales Plan

• Introduction to sales
• Preparing your sales plan
• Sales targets
• Implementing the plan
• Tracking sales performance

Day 3 Sales Team

• Characteristics and behaviors of a successful sales person
• Effective communication for face to face and telephone sales
• Positive and negative language
• Before the sales meeting/call

Day 4 Sales Promotion

• Introduction to promotion
• Objectives of sales promotion
• Effective sales promotions
• Sales promotion tools
• Designing the right message
• Advertising -preparing and executing an advertising campaign
• Public relations - how to plan and stage a public relations campaign

Day 5 Control, review and evaluation

• Data collection and analytics
• Customer insight
• Reporting
• Reviewing and adjusting plans