Marketing and Sales, Marketing and Sales Fundamentals

Transcription

1 Marketing and Sales, Marketing and Sales Fundamentals Orsys, with 30 years of experience, is providing high quality, independant State of the Art seminars and hands-on courses corresponding to the needs of IT professionals. Orsys proposes a set of courses on the most important topics in IT technologies and management. Hands-on courses Marketing Keys... Best Full learning ( p2 ) Essential Selling skills... Best Full learning ( p3 ) Professional Negotiation skills... Best Full learning ( p4 ) Skills for influencing and persuading... Best Full learning Serious game ( p6 ) ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 1

2 Hands-on course, 3 Ref : CLE Participants All marketing professionals, who want to review their basics. Managers and other non-marketing people, who want to understand the process of initiation into the market. None HT dec , mar jun , sep dec , mar jun , sep dec , mar jun , sep Marketing Keys Best Full learning This stimulating training course has been designed to provide you with the essential techniques of marketing. By the end of this stage, participants will be able to understand the function of marketing and its role in an organisation, define and apply essential marketing techniques. 1) Defining the marketing process 2) Conduct a market analysis 3) Create a marketing strategy and choose a target market 1) Defining the marketing process 4) Define a marketing mix : the 5P s 5) Build a marketing Plan - Marketing definition : confusion between communication, sales, marketing - The steps in marketing process - The new trends in marketing : datamining, mobile marketing, buzz marketing, cobranding, the latest social media - The many types of marketing - Draw up a plan : commercial business actions plan, business plan, marketing plan Quizz to learn the basics of marketing 2) Conduct a market analysis - Marketing surveys to make the right decisions: quantitative versus qualitative research, panel and satisfaction survey - Defining external factors : opportunities and threats, PEST analysis - Market analysis : benchmarking, Porter s 5 forces - Marketing internal audit to evaluate strenghs and weaknesses : BCG and Pareto matrix Case study a case study from analysis to recommendations using the SWOT Analysis 3) Create a marketing strategy and choose a target market - Assessing the strategic capacity of the company : Mc Kinsey, Ansoff matrix - Choose brand/market combination - Setting the objectives - Customer segmentation and targeting techniques - Define the positioning of an offer or brand creation of a a perceptual map 4) Define a marketing mix : the 5P s - The five components of the marketing mix - Product : product life cycle, brand, range of products, services - Price : calculate breakevenpoint, psychological pricing, price positioning - Place : choosing your distribution network - Promotion : adverstising, sales promotion, direct marketing, digital marketing - The other components : People, Pre-sales, Post-sales Define your marketing mix 5) Build a marketing Plan - Structure your marketing plan and your monitoring indicators - Annual operating and action plan - Projected budget and reporting schedule - Using results monitoring tools creating a marketing plan that supports your strategy. Final revision quiz. ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 2

3 Hands-on course, 2 Ref : FOV Participants New sales people or anyone involved in customer contact or customer services, all professionals who have to present an argument to customers. None HT nov , mar jun , sep nov , mar jun , sep nov , mar jun , sep Essential Selling skills Best Full learning This stimulating training course has been designed to provide you with the essential techniques to understand the sales process. By the end of this stage, participants will be able to integrate basic elements in their sales approach for mutual success. 1) Defining the sales process 2) Introduction : first contact 1) Defining the sales process - Two different negotiation approaches : BtoB, BtoC - Preparing the sales meeting - To understand commercial process and the skills required - Creating trust and encouraging the customer to listen. - Introduction to Sales steps 2) Introduction : first contact - Making a positive first impression - Building a climate of trust - Reinforcing your personal impact during the first meeting - Using techniques to assert your charisma - Reinforcing your power of persuasion using non verbal communication 3) Discovering your customer s needs 4) Convincing customers with a winning argument Non-verbal exercises and tips for making a positive first impression 3) Discovering your customer s needs - Identifying the factors involved in your customer s act of buying - Enhance your questioning and listening skills - Adopting a listening-based approach - Mastering the power of questioning and asking the right questions - Understanding and integrating buyer s needs - Rephrasing your customer s needs Listing useful questions to ask and Role-play to discover customer s needs. 4) Convincing customers with a winning argument - Managing a customer value offer - Convince customers with well-structured arguments - The art of persuading through listening - Creating an offer adapted to buyers using the SPICES method - All about presenting your offer with the FAB approach - Present your arguments clearly and convincingly Jeu de rôle Build your sales argument through the SPICES method- Role play. ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 3

4 Hands-on course, 2 Ref : NEO None HT mar , jun mar , jun mar , jun Professional Negotiation skills Best Full learning This stimulating training course has been designed to help you better understand the negotiation process, in order to retain and enjoy highly profitable customer relationships. You will learn how to prepare and plan for all types of negotiations, recognise hidden agendas and avoid the tricks and traps set by professional buyers, as well as explore the dynamics of multiparty negotiations and best practices. 1) The sales negotiation process 2) Negotiation Strategies 3) Buyers' Motivational Value Systems 4) Effective Listening 1) The sales negotiation process 5) Questioning Techniques 6) Selling Benefits & Value 7) Overcoming Objections 8) Closing - Understanding different negotiation styles. - Evaluating the risks of sales negotiations. - Key principles of successful negotiations. - Building long-term relationships. 2) Negotiation Strategies - Preparing and structuring every negotiation. - Identifying and leveraging interests of all parties in complex situations. - Dealing successfully with tough negotiators. - Establishing short and long-term Goals. - Building Trust & Rapport. - Positive Mental Attitude. - Affirmations & Visualizations. - Maximising the value proposition. 3) Buyers' Motivational Value Systems - Understanding professional buyers' hidden agendas. - Top 10 tricks used by buyers. - Avoiding all tactics. - Countering negotiation techniques. - Dealing with conflict expertly. 4) Effective Listening - Active Listening. - Asserting yourself in emotionally-tense situations. - Developing interpersonal relationships. - Identifying and understanding your negotiator's needs. - Enhancing your flexibility. 5) Questioning Techniques - Uncovering Needs. Real versus subconscious. - Advanced Questioning Techniques. - Questions types: Closed, Open, Paraphrasing. 6) Selling Benefits & Value - Features or Benefits. - Seven key customer Needs: Security, Convenience, Peace of Mind, Economy, Save Time, Reliability, Save Money. - Customers buy benefits. - Selling what people really want to buy. - Learning to Build Value into your Offering. Workshop What Value or Worth Does Your Product Have? 7) Overcoming Objections - The Four "P's": Price, Product, Personal and Postponement. - Tackling Objections, Issues & Concerns positively. - Objections means Opportunity. ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 4

5 8) Closing - Removing the Fear of Failure. - Recognising Buying Signals. - Finessing the decision-making process. - Your role as Salesperson. - Seven proven Closing Techniques. - Negotiating the contractual terms and conditions. - Creating and nurturing long-term relationships. ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 5

6 Hands-on course, 2 Ref : AGC Participants All executives working in either a hierarchical or project team. Fluent spoken English HT dec , feb may , sep dec , feb may , sep dec , feb may , sep Skills for influencing and persuading Best Full learning Serious game This very practical training course will enable you to master the necessary skills for persuading and influencing the behaviour of others and have a far better impact in your dealings with them. 1) Introduction 2) How to convince your audience Theoretical presentations, workshops and video role-play.self-assessment tests. 1) Introduction - Defining the process of influencing others - Engendering persuasive communication - One-to-one interaction processes self-assessment test and personalized analysis 2) How to convince your audience 3) How to acquire effective techniques to influence others 4) How to develop effective skills for convincing others - Understanding other people s defense mechanisms and sensitivity to stress : Identifyingobstacles to communication, Establishing mutualagreement - Working on stress reactions according to different personality types : Addressing others systems of selfprotection, Encouraging others to be more positive - Dealing with the others needs and expectations : Ensuring your communication is clear and concise, Gaining cooperation in sensitive situations video role-play : delivering difficult messages. Group debriefing session. 3) How to acquire effective techniques to influence others - Basing your presentations on facts : Giving clear and structured explanations, using logical demonstrations, suggesting a deduction process - How to Include behavioral factors to be more convincing : Taking your counterpart s personality into account, Creating a positive impression, Enhancing questioning and listening skills video role-play : improving convincing skills. Group debriefing session. 4) How to develop effective skills for convincing others - Asking the right questions - Listening and giving efficient answers - Anticipating questions and objections - Reaching an agreement video role-play : developing persuasion techniques. Group debriefing session. ORSYS, La Grande Arche, Paroi Nord, Paris La Défense cedex. Tél : +33 (0) Fax : +33(0) page 6