Executive Workshops
1-Consultative Selling
Introduction
If there exists a sensitive topic in any organization, that is «SALES». When considering the changes we are experiencing in the way of communication, the new role the consumers are playing, and the economic crisis in which we are immersed it is clear that a paradigm shift is coming. Traditional selling is no longer effective, and the skills of an experienced salesperson who professionally handles the demonstration of the product benefits are not enough.
This workshop is intended to review the models, find what did change, and propose new techniques in order to build lasting and long-term business relationships.
The new concept is ADVISING instead of selling, since sales are the result of the process through which we accompany and assist the Customers in solving their problems.
Throughout the seminar, the SPIN Selling Technique by Neil Rackham is considered the most appropriate tool to find the Customers’ hidden needs and highlight them.
Methodology: Theoretical presentation of the model, discussion, and practical exercises.
Addressed to: Account Executives, Salespersons, Commercial Managers, Marketing Managers, Customer Service Managers, and Staff in contact with Customers.
Duration: 4 hours.
2- Customer Retention and Loyalty Strategies
Introduction
In every company there are Customers who make the business go ahead. Only a few are really a source of profit to the company. Moreover, lost Customers have a more harmful power than those who generate a loss of income since lost Customers can make potential Customers to prefer our competitors.
Traditional marketing is not enough to perform the necessary actions intended to retain the most profitable Customers. Quality, Service, and Communication become essential tools from this new approach, as well as meeting the desires and expectations of Customers. The follow-up of buying habits, tastes, and customs is in our hands through the computer tools available to any company in major and minor extent. Do we use them properly and at the service of Loyalty?
Loyalty, a step beyond that implies a change in the organizational culture but is a powerful tool to improve profitability with little effort.
Addressed to: Product Managers, Marketing Managers, Sales Managers and Heads, and in general, Staff in contact with Customers.
Duration: 4 hours.
3-Effective Negotiations
Introduction
Negotiating is necessary both in everyday life and in the business arena. Simple situations as introducing an innovative idea or raising a disagreement to the commercial strategy proposed by the commercial management require negotiation skills in order to reconcile them successfully. Likewise, negotiation of contractual terms with a Customer cannot be left to chance.
However, many negotiations do not come to fruition since any or all parties remained not entirely satisfied with the proposed agreement.
This occurs due to the daily maelstrom does not let us prepare a real negotiation strategy before facing it. The key to success is that this strategy leads both parties to a win-win situation.
During the workshop, it is proposed to introduce and discuss the model Harvard Negotiation Project by Fisher and Ury. Practical exercises will be made in order to internalize such technique and learn to avoid common mistakes.
Methodology: Theoretical presentation of the model, discussion, and practical exercises.
Addressed to: Account Executives, Salespersons, Commercial Managers, Marketing Managers, Customer Service Managers, and Staff in contact with Customers.
Duration: 4 hours.
4-High Impact Business Presentations
Introduction
How often do you draw up your marketing, sales, or financial presentations a few hours before a meeting? You do so perhaps the night before at home with the laptop by subtracting out sleeping hours, on the plane that takes you to the conference location, or at the airport while waiting for your connecting flight.
These are the crossroads of modern life, global business, and work at multinational companies where 24 hours per day are not enough to accomplish all the urgent tasks.
When we draw up a communication tool at the last minute, we lose sight of the message and the way we express it in order TO BE ON TIME! The message loses quality and effectiveness at a moment that will not happen again. An unique opportunity that will not repeat again (to justify a marketing budget increase, to enhance the sales force, to present a new product idea or business plan) …
Often the effort of several weeks or months is spoiled for losing the strength to introduce it correctly …
This workshop is intended to present practical tools and succinct recommendations in order to become effective in business presentations, as well as highlight common mistakes that should be avoided.
Methodology: Theoretical presentation, discussion, and practical exercises.
Addressed to:Account Executives, Commercial Managers, Marketing Managers, Customer Service Managers, Financial Managers, Human Resources Managers, Directors and senior staff.
Duration: 4 hours.
5-After-marketing
Introduction
The four P’s model is necessary but it is not enough to achieve loyal Customers and long-term business relationships that make the operation more profitable. The new marketing mix fully recognizes the value of the Customer retention strategies. Since for retaining Customers it is necessary to demonstrate care and attention after their purchasing.
Such care and attention are part of what is called After-marketing, because it implies the application of marketing principles to Customers after their purchasing of goods and/or services to the company.
The aim of this workshop is to introduce After-marketing like a discipline as important as marketing itself by explaining what is it, presenting and discussing the activities involved as well as analyzing which are the benefits for companies and Customers.
Methodology:Theoretical presentation and discussion. Cases analysis.
Addressed to:Account Executives, Commercial Managers, Marketing Managers, Customer Service Managers.
Duration: 4 hours.
6-Total Quality and Zero Defections
Introduction
Customer defection is one of the most accurate measurements to find out where the business is going. First, because it is the clearest sign that Customers see a deteriorating stream of value from the company. Second, because a climbing defections rate is a sure predictor of a diminishing flow of cash of the company, which can not be reverted although the company replaces lost Customers by new ones.
By searching for root causes of Customer departures, companies with the desire and capacity to learn can identify business practices that need fixing and, sometimes, can win the Customer back and reestablish the relationship on firmer ground.
This workshop proposes Zero Defection as a goal by implementing a Total Quality program to achieve it; companies can improve their operations in several respects: process efficiency and Customer satisfaction are some examples. As a result, they will achieve a substantial improvement in the operation profitability.
Methodology: Theoretical presentation and discussion. Cases analysis.
Addressed to:Commercial Managers, Marketing Managers, Customer Service Managers, Financial Managers, Human Resources Managers, Operations Managers, and Executive staff in general.
Duration: 4 hours.
