09 Marketing Sales Sample

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M a r k e t i n g a n d S a l e s

Instructor Guide

Velsoft Courseware Inc.

Soft Skills

Courseware



Marketing and SalesInstructor Guide



Copyright

All rights reserved world-wide under International and Pan-American copyrightagreements. No part of this document can be reproduced, stored in a retrieval system, or

transmitted in any form or by any means, electronic, mechanical, photocopying,recording, or otherwise without the prior written permission of Velsoft.



Instructor Guide

Before the Workshop

Read through the instructor guide. This is intended as a “guide” and not a “bible.” Beguided by your experience, the needs of the participants, and your own common sense, as

well as the information in here.

However, most of the suggestions and all of the information have been developedthrough research and hands-on, classroom experience. We recommend arriving at leastone hour before the start of the session, particularly on Day One of working with a client.

We suggest you shake hands with each participant as they come into the classroom andintroduce yourself to them; it breaks the ice and sets the type of friendly atmosphere thatis conducive to learning.

Many of the flip charts can be prepared ahead of time. The first page should be set up like

this: Name of Workshop

Facilitated by (Your Name)

Your Organization’s Name

Include in a different color, around the perimeter of the room, the words Courtesy,Participation, and Confidentiality.

You might also want to add the words Exercises, Role Play, Learning, and Fun.

Materials to Gather

Samples of brochures (three to four different brochures, five copies of each) Samples of magazine or newspaper advertisements

Markers or paint*

String*

Scrap material (fabric, buttons, pom-poms, feathers, etc.) *

Fasteners (glue, stapler, tape, clips, pins)*

Blank hats (such as white painter’s hats or paper plates)*

*These items are only necessary if you choose the main energizer for the afternoon.



Session One: Introduction and Course Overview(8:30-9:00)

Introduce yourself. Establish credibility, by giving examples of training experience, andyour own experiences with marketing, including some ‘war’ stories if you have them.

Ask that participants respect confidentiality. “What we say in this room stays in thisroom.” Remind them that it was Mark Twain who said, “If two people have the same

opinion, you don’t need one of them,” so we are at liberty to disagree with one another,

and with the Instructor.

However, respect other people’s opinions. Act courteously, to make sure we give otherpeople their share of air time, and that we listen when other people are talking; andfinally, we ask that you participate. You get out of a workshop just about what you putinto it, and you will learn as much from sharing with others as you will from the conceptswe bring you.

Give the participants a chance to introduce themselves to you. You will probably want toknow their name, their department, their position title, how they are involved inmarketing, and what sort of products they market.

Address housekeeping items, like breaks (usually 10:15 and 2:15) and noon hour (12 to 1,go to lunch on their own). Give them info about washrooms, coffee, and cell phones.

Remind the group that this is a “safe house,” the place where they can learn from their

mistakes in a supportive atmosphere, rather than in the workplace where it can harm theircredibility or their organization.

Course OverviewAsk students to turn to their workbooks and read the introduction with the overallobjectives of the workshop (Session One). Then ask them to identify their own learningobjectives. Turn to the agenda (on flip charts) and look at the topics you plan to cover.Go over these with the group and ask if there is anything there they didn’t expect to see,

or something NOT there that they had been hoping for.

For topics they don’t see:

Reassure group if a topic will be covered although it doesn’t appear in theAgenda.

Opt to squeeze in something not covered if there is time, it’s appropriate, and if everybody is interested.

For those things they feel are not of interest to the group, you have the option of touching it briefly and moving on. This doesn’t happen often, but these questions

are your hip pocket needs assessment to make sure participants get what theyexpect, IF IT IS POSSIBLE.



Generally, topics not within the realm of this program must be dealt with atanother time. Suggest other programs, preferably those of Velsoft, or talk with theparticipant at end of day.

Learning Objectives

Recognize what we mean by the term “marketing.” Discover how to use low-cost publicity to get your name known.

Know how to develop a marketing plan and a marketing campaign.

Use your time rather than your money to market your company effectively.

Develop a budget for your marketing activities, based on the amount of dollarsyou have available, and stick to your budget.

Identify strategies for finding and keeping customers.



Icebreaker: The Hunt is On

As participants are arriving, pass out The Hunt is On handout. Instruct them to fill intheir personal answers in the “Self” column. Give everyone two or three minutes to do

this. Then, ask them to circulate to find people with the same characteristics. As theyfind people whose answers match theirs, the second individual should sign their namein the “Other” row of that char acteristic.

Example:

SELF OTHER

Favorite Color Blue

Favorite Ice Cream Vanilla Joe

You can either have a pre-determined amount of time for the hunt or call it to an endonce everyone has found a particular number of matching characteristics.

Discuss:

What did you learn from this exercise?

What did you learn about yourself?

What did you learn that surprised you?

Which of these characteristics about you would be useful when marketing yourproduct?



Session Two: Pre-Assignment Review(9:00-9:15)

The participants were given an article on marketing which they were to read. They werethen asked to identify what they considered the most important message in the article andat least three additional points that they consider important.

Break the class into small groups to discuss their findings.

The key message is that companies spend a great deal of money on marketing thatdoesn’t work, primarily because they haven’t taken the time to think about the f irstimpression they are making or have not seen the value in the free publicity they havebeen given.

Other key points include:

Make sure you take the time to make your marketing materials of good quality:clear logos, professional presentations, etc.

Free marketing opportunities are valuable.

If you are appearing on television, dress appropriately and fix your hair.

If you are on radio, be aware of your speaking voice, and your tendency to usefillers like “er,” “uh.”

Have good sharp photos for occasions when you need them.

Resist the urge to squeeze too many words in a small space, and don’t make thosewords gobbledygook.

Know what ads are to accomplish.



Session Three: Defining Marketing (9:15-9:30)

Sales and marketing must evolve from being product focused to more customer focused.It all boils down to building a relationship with your audience. With a relationship comescredibility. With credibility comes trust. And with trust, when the time is right, the

customer will buy. One of the rules we live by is that people buy products and servicesfrom people they trust. And you can’t establish trust without establishing a relationship

first.

Marketing means finding out what your customer wants and needs, and then directing allyour business efforts to making sure you can meet, or exceed, your customers'expectations.

This is where the actual 'doing' comes in. Marketing is the name given to the specificsteps that you take to put your philosophy (your marketing orientation) into practice.

More specifically, it is a series of activities directed towards: Finding out what your customers (both existing and prospective) need or want.

Directing the efforts of your entire business towards making sure your customersget what they need or want, and that their expectations are fulfilled or exceeded.

The Best Marketing

The best marketing is not about our products or services and their features or benefits.The best marketing isn’t even about our companies at all — not our unique selling pointsor our competitive advantages over other companies. Instead, really good marketing isabout how what you offer your prospects and your customers will change their lives for

the better.

The average person doesn’t give a darn about our products or services, except when our

products or services can help them. If you can show your potential clients and yourpresent clients how doing business with you will make them happier, richer, wiser, orhealthier, then they will be interested. But don’t fall for the old myth that building a better

mousetrap will bring the world to your door. There are lots of better mousetraps outthere. However, if they are too expensive, or if the world doesn’t hear about them, wemay just continue to use the mousetraps we already have and feel comfortable with.

And while it is important that we direct our message to our target market, it is even more

important to figure out what to say and how to say it so people listen and are moved tobuy. We should spend enough time getting our message right, so it will persuade othersto want what we are offering. Once we have it right, we will want to repeat that messageagain and again, so people will hear it, remember it, and act upon it.

“In North America, there are more than twenty thousand different ways of earning aliving and effective speech is essential to every one of them.”

- Andrew Weaver



Glossary of Terms

Market Segment: A clearly defined subgroup of customers or potential customerswith common characteristics relevant to the marketing of your product. (Example:Two couples with expendable income of $40,000-50,000.)

Mission Statement: A short statement of the philosophy and fundamental natureof your business. It answers the questions: "What business are you in?" "Who dowe serve?"

Objectives: Concrete, measurable, realistic targets you want to achieve. (Example:"Increase sales of highest priced widgets by 10% vs. previous year," not "Increasesales.")

Plan of Action: A clear road map for carrying out all the tactics necessary for themarketing strategies in your plan. It specifies who, when, how long, and budget orother resources required for each tactic, and coordinates them in chronologicalorder where necessary.

Strategies: The general approach you will take to achieve an objective. (Example:

"Increase widget sales through sales calls, direct mail campaign and salesincentives.")

Tactics: The specific actions, decisions, and resources required to implement yourstrategies. (Example: "Tactics for Sales Calls. Hire full-time sales person in firsttwo months of planning period; creative visual aid and large-size demonstrationwidget for sales calls; buy list of purchasing agents at companies in 20 mile radiusof us.")

Targeting: Channeling marketing efforts and resources to specific MARKETSEGMENTS that have the highest payoff potential.



Session Four: Recognizing Trends (9:30-9:45)

We can anticipate trends just by analyzing what we see on television. Televisionprograms have a great influence in our lives. Watch them with a marketer's eye.Remember Ally McBeal and the long, long sleeves on her sweaters? Was this a fad or a

trend? How do we know?

Reading trade journals and publications for your field can also give you that "edge .” TheGift Reporter, a trade journal for gift retailers, indicated in 1986 that there was an interestin products featuring dinosaurs. Was this a fad or a trend? How do we know?

Fads come and go within months.

Trends take a decade to grow and then another decade to go away(approximately).

Question: What are some trends you see changing the world today?

Responses may include:

Pets replace children for baby boomers. There is a whole industry growing uparound caring for pampered pets.

Employees with post-secondary education, typically from universities.

Products to help preserve youth.

Old is older than it used to be.

Most people have computers and e-mail at home.

Question: What changes do you see in your industry? How are these trends changingyour industry? How can you take advantage of these trends?



Session Five: Market Research (9:45-10:00)

Many sales and marketing professionals don’t consider research as something they must

think about. They think research is very expensive and is only done by huge companieswho can afford such an expense. However, Jay Conrad Levinson, author of the “Guerrilla

Marketing” series and a renowned marketing expert, has ten questions he likes to ask.When a company can answer “Yes” to all of them, you can forget about research.

1) Will your business grow profitably on pure momentum?2) Will your business grow without improvements?3) Do you know everything that your competitors can possibly do to hinder your

growth?4) Are you convinced you can’t lose customers or gain new ones?

5) Are you convinced that nothing can happen to cause your products/services tobecome obsolete?

6) Are you sure your business isn’t subject to changing trends?

7) Are you sure you’re the only one who’d be good in generating ideas about how togrow your business?

8) Are you clairvoyant?9) Do you get tomorrow’s stock market prices in today’s newsletter?

10) Have you contracted for sale of your business that will make you millions?

Sometimes the type of information you want about your potential customers is not readilyavailable, and cannot be obtained simply by observing the world around you. When thathappens, you may have to conduct some original market research. There are really onlytwo kinds of research: primary and secondary.

Primary Research

If no existing material contains the information you are looking for, then you may have toconduct some primary research yourself. Local universities and colleges might be lookingfor some real life research projects for the benefit of their students. However, you maywant to gather information yourself through personal interviews, focus groups, mail or e-mail surveys, telephone surveys, and in-house customer surveys.

What prevents us from using research to help our marketing efforts? Often our strongopinions on what will or will not work keep us from going out and asking our customersand our potential customers what they want and need. Open your mind. Start listening to

your customers. You may be surprised at what you’ll learn.

At least once a week, try to talk with your customers. They may know some things youdon’t know about how to make your business grow. Ask yourself these questions the next

time you are considering a marketing initiative and think you don’t need customer feedback.

If I’m wrong, how much will it cost me?



Have I asked for some input from people who have no stake in whether I succeedor fail?

Have I asked customers and prospects what they need and want from me and mybusiness?

Do I know if my customers think I am giving them what they want and need?

What else can I provide my customers so they’ll pay me more and be happier about it?

It won’t cost you a fortune to tap into the best advice you will ever get.

What are some things you are doing to listen to your customers? What are some morethings you might do?

Responses can include:

Surveys

Focus groups

Follow-up telephone calls or follow-up questionnaires One-on-one interviews

Courtesy calls

If your company is large enough that you can be your own “mystery shopper,”

why not try to buy something from your company and see how easy it is? Try to buy the same thing again and see if you are getting consistent service. If it isn’teasy to do business with you, and if excellent customer service isn’t consistent, do

something about it!

If you think you have neither the time nor the expertise to do this, you can alsopay an external company to come in and do surveys or follow-up calls for you.These may not be as expensive as you might imagine. Since they are a third-party,

the responses they get from customers may be more honest. Their mysteryshopping formula has usually been tested and may cover more items than youwould cover.

Secondary Research

Secondary research involves collecting data that already exists. Information may alreadybe available from published external sources such as:

Statistics organizations (such as the Census Bureau)

Tourism statistics collected by your local tourism agency

Information compiled by industry associations

Federal, provincial, or municipal statistics

Directories and lists

General publications

Institutional publications

Trade Association newsletters and reports

Trade journals and periodicals

Chamber of Commerce



Economic Development Commission

Customers

Competitors

Suppliers

Break (10:00-10:15)



M a r k e t i n g a n d S a l e s

Student Workbook

Velsoft Courseware Inc.

Soft Skills

Courseware



Marketing and SalesStudent Workbook



Copyright

All rights reserved world-wide under International and Pan-American copyrightagreements. No part of this document can be reproduced, stored in a retrieval system, or

transmitted in any form or by any means, electronic, mechanical, photocopying,recording, or otherwise without the prior written permission of Velsoft.



Session One: Introduction and Course Overview

Learning Objectives

Recognize what we mean by the term “marketing.”

Discover how to use low-cost publicity to get your name known.

Know how to develop a marketing plan and a marketing campaign. Use your time rather than your money to market your company effectively.

Develop a budget for your marketing activities, based on the amount of dollarsyou have available, and stick to your budget.

Identify strategies for finding and keeping customers.

My personal learning objectives include:



Session Two: Pre-Assignment Review

Most important message

Other key points



Session Three: Defining Marketing

Sales and marketing must evolve from being product focused to more customer focused.It all boils down to building a relationship with your audience. With a relationship comescredibility. With credibility comes trust. And with trust, when the time is right, the

customer will buy. One of the rules we live by is that people buy products and servicesfrom people they trust. And you can’t establish trust without establishing a relationship

first.

Marketing means finding out what your customer wants and needs, and then directing allyour business efforts to making sure you can meet, or exceed, your customers'expectations.

This is where the actual 'doing' comes in. Marketing is the name given to the specificsteps that you take to put your philosophy (your marketing orientation) into practice.

More specifically, it is a series of activities directed towards: Finding out what your customers (both existing and prospective) need or want.

Directing the efforts of your entire business towards making sure your customersget what they need or want, and that their expectations are fulfilled or exceeded.

The Best Marketing

The best marketing is not about our products or services and their features or benefits.The best marketing isn’t even about our companies at all— not our unique selling pointsor our competitive advantages over other companies. Instead, really good marketing isabout how what you offer your prospects and your customers will change their lives for

the better.

The average person doesn’t give a darn about our products or services, except when ourproducts or services can help them. If you can show your potential clients and yourpresent clients how doing business with you will make them happier, richer, wiser, orhealthier, then they will be interested. But don’t fall for the old myth that building a bettermousetrap will bring the world to your door. There are lots of better mousetraps outthere. However, if they are too expensive, or if the world doesn’t hear about them, we

may just continue to use the mousetraps we already have and feel comfortable with.

And while it is important that we direct our message to our target market, it is even more

important to figure out what to say and how to say it so people listen and are moved tobuy. We should spend enough time getting our message right, so it will persuade othersto want what we are offering. Once we have it right, we will want to repeat that messageagain and again, so people will hear it, remember it, and act upon it.

“In North America, there are more than twenty thousand different ways of earning aliving and effective speech is essential to every one of them.”

- Andrew Weaver



Glossary of Terms

Market Segment: A clearly defined subgroup of customers or potential customerswith common characteristics relevant to the marketing of your product. (Example:Two couples with expendable income of $40,000-50,000.)

Mission Statement: A short statement of the philosophy and fundamental natureof your business. It answers the questions: "What business are you in?" "Who dowe serve?"

Objectives: Concrete, measurable, realistic targets you want to achieve. (Example:"Increase sales of highest priced widgets by 10% vs. previous year," not "Increasesales.")

Plan of Action: A clear road map for carrying out all the tactics necessary for themarketing strategies in your plan. It specifies who, when, how long, and budget orother resources required for each tactic, and coordinates them in chronologicalorder where necessary.

Strategies: The general approach you will take to achieve an objective. (Example:

"Increase widget sales through sales calls, direct mail campaign and salesincentives.")

Tactics: The specific actions, decisions, and resources required to implement yourstrategies. (Example: "Tactics for Sales Calls. Hire full-time sales person in firsttwo months of planning period; creative visual aid and large-size demonstrationwidget for sales calls; buy list of purchasing agents at companies in 20 mile radiusof us.")

Targeting: Channeling marketing efforts and resources to specific MARKETSEGMENTS that have the highest payoff potential.



Session Four: Recognizing Trends

We can anticipate trends just by analyzing what we see on television. Televisionprograms have a great influence in our lives. Watch them with a marketer's eye. Readingtrade journals and publications for your field can also give you that "edge .”

How can we distinguish a fad from a trend?

What are some trends you see changing the world today?



What changes do you see in your industry?

How are these trends changing your industry?

How can you take advantage of these trends?



Session Five: Market Research

Many sales and marketing professionals don’t consider research as something they must

think about. They think research is very expensive and is only done by huge companieswho can afford such an expense. However, Jay Conrad Levinson, author of the “Guerrilla

Marketing” series and a renowned marketing expert, has ten questions he likes to ask.When a company can answer “Yes” to all of them, you can forget about research.

11) Will your business grow profitably on pure momentum?12) Will your business grow without improvements?13) Do you know everything that your competitors can possibly do to hinder your

growth?14) Are you convinced you can’t lose customers or gain new ones?

15) Are you convinced that nothing can happen to cause your products/services tobecome obsolete?

16) Are you sure your business isn’t subject to changing trends?

17) Are you sure you’re the only one who’d be good in generating ideas about how togrow your business?

18) Are you clairvoyant?19) Do you get tomorrow’s stock market prices in today’s newsletter?

20) Have you contracted for sale of your business that will make you millions?

Sometimes the type of information you want about your potential customers is not readilyavailable, and cannot be obtained simply by observing the world around you. When thathappens, you may have to conduct some original market research. There are really onlytwo kinds of research: primary and secondary.

Primary Research

If no existing material contains the information you are looking for, then you may have toconduct some primary research yourself. Local universities and colleges might be lookingfor some real life research projects for the benefit of their students. However, you maywant to gather information yourself through personal interviews, focus groups, mail or e-mail surveys, telephone surveys, and in-house customer surveys.

Often our strong opinions on what will or will not work keep us from going out andasking our customers and our potential customers what they want and need. Open yourmind. Start listening to your customers. You may be surprised at what you’ll learn.

At least once a week, try to talk with your customers. They may know some things youdon’t know about how to make your business grow.



Ask yourself these questions the next time you are considering a marketing initiative andthink you don’t need customer feedback.

If I’m wrong, how much will it cost me?

Have I asked for some input from people who have no stake in whether I succeedor fail?

Have I asked customers and prospects what they need and want from me and mybusiness?

Do I know if my customers think I am giving them what they want and need?

What else can I provide my customers so they’ll pay me more and be happier about it?

It won’t cost you a fortune to tap into the best advice you will ever get.

What are some things you are doing to listen to your customers?

What are some more things you might do?



Secondary Research

Secondary research involves collecting data that already exists. Information may alreadybe available from published external sources such as:

Statistics organizations (such as the Census Bureau) Tourism statistics collected by your local tourism agency

Information compiled by industry associations

Federal, provincial, or municipal statistics

Directories and lists

General publications

Institutional publications

Trade Association newsletters and reports

Trade journals and periodicals

Chamber of Commerce

Economic Development Commission

Customers Competitors

Suppliers

Documents

09 Marketing Sales Sample