AGGRESSIVE MARKET PENETRATION - BATTLES FOR MARKET SHARE
Live-Online Training: N250,000
Classroom Training: N350,000
3 - 4 participants: 5% discount
5 or more participants: 10% discount
(Available also for Customised Training by Duration, Venue & Fee)
Programme Description
A five-day sales and marketing training on intense and offensive market drive. With speed, the sales and marketing persons must:
- generate awareness for the company’s products
- use the APPLE Sales Steps correctly
- achieve visibility in trade and outlets – wholesalers and distributors, retailers
- maximize volume delivery and achieve company’s objectives fast
- grow market share for the brands.
Course Contents
DAY ONE
Seven Battle Weapons for Greater Market Share
- Increasing Transaction Size—Initial and/or Repeat
- Increasing Transaction Frequency.
- Decreasing Purchase Randomness
- Increasing Lifetime Customer Value: Reduce Churn-rate
- Increasing Profits of Business Conducted with Each Customer
- Recovering Lost Customers
- Multiplying Customers by Referrals.
Developing the Major Accounts
- Differentiating the “Order-Taker” from the “Sales-Personality”
- 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.
DAY TWO
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
- What’s special about you – the Appeal.
DAY THREE
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.
DAY FOUR
Merchandising
- Checking the store rooms for stocks
- Maximising on-shelf availability and product visibility
- Effective product placement.
“Brain Sell”
- How the salespersons’ mental agility can increase so as to perform at the very best
- How to bring high energy to bear for top performance
- How the salespersons can identify their individual personal strengths and weaknesses and plan for self-development
- How to analyse the motivations and priorities of key buying influences.
DAY FIVE
Consolidation
- Initiate more contacts and form strong relationships.
- Qualify prospects by performing analysis on what, when, and under what conditions they will buy.
- Effectively apply sales literature, promotions, tactics and offers for specific new transactions with individual prospects.
- Influence sales outlets by building value and encourage them to believe in the company’s brands.
- Effectively manage resistance from difficult prospects so as to make successful sales.