The curriculum
The Relationship-centric methodology
We’ll begin with a brief overview of our
methodology — and with the problems associated with
traditional sales process design (over-reliance on
salespeople; the lack of scalability and, accordingly, of
throughput; the disconnect between marketing and sales
functions; and so on.)
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Getting religion
This will be the most challenging session
of the day. Our challenge is to identify a platform upon
which you can build a strategic, enduring relationship
with customers, potential customers and centres of
influence. We’ll start with a basis for communication
and then see if we can develop this into an ideology —
preferably one that you can evangelise with
religious conviction!
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Building an automated communications program
We’ll show you how to plan a scalable
communications program and how to source and package the
all-important content.
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Acquiring relationships
In this session we’ll explain how to
build a sizeable database without running a single
advertisement. We’ll then show you how to design
advertisements and other promotional campaigns so that
they produce a measurable (and commercially viable)
return. In the process, we’ll explain why the concept of
branding is so dangerous, and why conventional
wisdom, when it relates to advertising and promotion, is
almost always erroneous.
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Acquiring and managing opportunities
If you’ve ever noticed that the dynamic
of a sales process is quite different when customers are
pursuing you (as opposed to your pursuing them) you’ll
love this session. We’ll show you how to structure your
communications to generate a steady flow of sales
opportunities. We’ll also show you how to use seminars
and events to fast-track your sales cycle.
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Technology
As you may already know, we design sales
processes for scalability first, and for effectiveness
second. (A highly effective sales process is of little use
if you can’t scale it.) In this session, we’ll show
you how to use technology to automate many of the key
sales process functions. We’ll provide a basic
introduction to sales force automation (SFA) and customer
relationship management (CRM) software. We’ll then show
you how to use e-mail and your Website to supercharge both
the efficiency and the effectiveness of your sales
process.
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Sales process roles
As we commented in a recent edition of AdVerb.
The role of a traditional marketing manager is almost
redundant in a service-based firm. We’ll show you how to
restructure this role to make it one of the most critical
roles in the organisation. We’ll also take a look at the
other key roles in your sales process (salesperson, sales
coordinator, and sales manager).
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Managing by numbers
In this session, we’ll show you how to
measure the performance of your sales process as a whole,
as well as the performance of its key components. You’ll
learn how you can use a set of simple Excel spreadsheets
to calculate the return on investment of your sales
and marketing initiatives — down to the last dollar! You’ll
also learn how to make accurate long-range sales
forecasts.
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Working with resellers
If you distribute your products through a
reseller network, Relationship-centric Marketing is
as, if not more, important for you than it is for
those organisations that sell direct. This session will
show which sales process functions should be centralised,
and which should be distributed to your resellers.
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