Essentials of Sales and Marketing.

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Essentials of Sales and Marketing.

Sales | Marketing



It has now been established without any doubt whatsoever that excellent Direct Sales Service and efficient service delivery systems lead directly to increased bottom line profits.


Leading edge companies which successfully gain competitive advantage and which are able to implement immediate cost savings and increased turnover, are those which possess knowledgeable and skilful Direct Sales service professionals


As more and more responsibility is placed on these Logistics functions, the need has intensified for its practitioners to be highly skilled in the various elements of Supply Chain Management and to be completely up to date with best practices in the industry both national and international. Business Development Executives must take their place alongside engineers and accountants as proficient and exceptionally well-trained professionals.


These training will be conducted to deliver professional skills in these 4 cardinal areas of expertise Business Development;


  1. Strategic Direct Sales Management skills for effective results


  1. Advanced Marketing techniques (On the field marketing Management)


  1. Customer Service Management


  1. Customer Relationship Management(For consistent existing and new customer loyalty)


Upon completion of this course, participants will be able to:



  • For Key Accounts management this course will equip your Business Development management staff with the tools and knowledge needed to understand how to effectively and efficiently manage key accounts, their strategic importance and impact on the success of your business, identify threats and how to manage them, the right ways to sell to them, as well as developing teams to support such key accounts.


  • Increase your ability and confidence in managing strategic accounts


  • Enhance your skills in interfacing more effectively with key customers


  • Have a deeper understanding of your customer and better long-term relationships


  • Apply our best practice planning template during the course to a key account of your choice


  • Learn to focus your time and attention appropriately in the development of key accounts.


  • For effective selling and Negotiation Skills participants will be able to develop and inculcate excellent selling skills, as well as good customer focus in all your customer-contact officers


  • All Frontline officers or customer/stakeholders-contact staff with the critical skills and techniques required to provide exceptional customer service and support, which leaves the customer/stakeholders with an overwhelming impression that ensures repeat business and customer advocacy.


Course content


Day 1


Strategic Direct Sales Management skills for effective results

Session 1;

  • How selling has changed over the years
  • Key account selling rules
  • The Culture of Sales
  • Understanding the Needs and Wants of the customer
  • Strategic Customer’s customer Market analysis
  • 3- Dimensional Profitability modelling

Session 2

  • Strategic selling philosophy
  • How selling has changed over the years
  • Key account selling rules with regards to external alliance
  • Strategic selling in practice
  • Creating and evaluating the strategic plan
  • Gauging the likelihood of a successful outcome
  • Identifying the people who have a say in the decision and understanding their level of influence
  • Identifying weaknesses in the proposal and turning them into strengths

Marketing techniques (On the field marketing Management) (Phase 2)


Session 3


  • Defining Business Analysis (Overview of the business analysis discipline)
  • Key roles and responsibilities
  • Distinguishing between business analysis and other related disciplines
  • Introducing the business analysis framework
  • Gathering business needs at the organizational or department levels
  • Performing needs-analysis
  • Choosing the best elicitation technique
  • Soliciting enterprise-level contextual analysis

Identifying the nine elicitation techniques

  • Verifying the necessary steps to gather information
  • Recording and confirming elicitation results


Conducting Enterprise Analysis (Analyzing the business landscape)

  • Categorizing and prioritizing business needs and issues using affinity diagrams
  • Assessing business capabilities and gaps

Session 4


Detecting problems and finding opportunities

  • Exposing root causes of problems
  • Finding opportunities for growth
  • Identifying elements of the initial solution scope
  • Developing action-oriented business initiatives to address business needs and opportunities Measuring the feasibility of options
  • 2×2 analysis grid
  • Prioritization matrices
  • Anticipating Marketing project benefits and costs


Day 2


Customer Service Management (Phase 3)


Session 1


  • Who are customers (internal/external)?


  • What is Customer Service?


  • Who are customers Service Providers?


  • Appearance counts! (even if not in person)


  • The power of the smile


  • Staying energized
  • Staying positive Identifying and addressing customer/stakeholders needs


  • Understanding the customer’s problem


  • Staying outside the box (not jumping to conclusions)


  • Meeting basic needs


  • Going the extra mile Recovering Difficult Customers


  • De-Escalating anger


  • Establishing common ground


Customer Relationship Management (For consistent existing and new customer loyalty) (Phase 4)


Session 2


  • Managing your own emotions


  • Stakeholders Management for effective results
  • Elements of stakeholders Management
  • Stakeholders Analysis
  • Stakeholders Planning
  • Stakeholders Priotization techniques
  • Business process Management for Frontline Customer/Stakeholders-contact members of staff
  • Customer Relationship Management Planning
  • Strategic Alignment for the Customer loyalty
  • Customer Management detailing technique
  • The Work Structure of Customer/Stakeholders Relationship Management
  • Customer Relationship Planning work conversion method
  • Implementation technique
  • Customer Relationship Risk Management
  • Risk Auditing in customer retainership for excellent results
  • Business development Risk Priotization and Categorization
  • Executive Negotiation strategies and techniques



Session 3

  • Customer Relationship Performance Management (Internal and External)
  • Customer Equity
  • Value Equity
  • Relationship equity
  • Brand equity
  • Profit drivers and distinctive competencies
  • Product portfolio management
  • Integration of marketing strategy and communication strategy
  • Executive Negotiation strategies and techniques



2      DAYS




·         Lectures

·         Discussions

·         Pre- Course Assessments

·         Post-course Assessments

·         Games and educational competitions

·         Role Plays

·         Individual and group exercises

·         Case studies

·         Activities