2 Educators providing Online Course Marketing courses in Addlestone

City & Guilds 18th edition course with 2382-22 final exam only £234.00. Exams available every week across the UK, same day results, quick certificate, best prices..

In today's fast-changing competitive environment, people in all roles need to have more commercial awareness and responsibility.

As technology continues to develop and increasingly interact with our daily lives, so must our sales techniques to ensure we're leveraging advances in how people do business to our advantage. It is essential for all salespeople to understand how to navigate the various tools at our disposal and grow their skills and confidence to put them into action in order to build a solid business pipeline. We have developed this programme to be practical, fun and interactive, whilst ensuring that participants will learn how to utilise new technology to their advantage, self-generate new business leads and opportunities, gain additional business and referrals from existing contacts, and save time and effort using proven business development skills. This course will help participants: Understand the 'organized persistence' model of sales prospecting Develop skills in using video, online and social media to generate interest Understand how to write effective sales and outreach emails and using online tools Develop techniques for effectively managing telephone appointments Learn ways to use LinkedIn for connecting with customers and prospects Develop networking skills and learn how to source and develop referrals and professional introductions 1 Key principles of smart sales prospecting Set your sales prospecting goals and objectives Elevator pitch, core messages and your value proposition Targeting and segmenting your market 'Organised persistence' using your CRM effectively 2 Setting appointments by telephone - planning and preparation Why calling still works and the best times to call Creating a call prompt sheet: Opening a call and taking control Giving a reason to meet Key questions to ask Overcoming the cold calling blues 3 Setting appointments by telephone - advanced skills Giving a reason to meet and 'selling the appointment' Key questions to ask that will create interest and motivation to meet Voice tone, power words, phrasing, pausing, responding Getting past gatekeepers and getting through 4 Using LinkedIn for research and follow-up Why LinkedIn matters and how to use it Finding new contacts, connecting and Inmailing Short-cuts and advanced skills 5 Email strategies that work Using AIDA and other templates for sales emails Using personalized video emails to create interest Vertical targeting emails, with examples Building awareness with an email chain

Bad news - people don't buy your product. Better news - they don't buy anyone else's product either. Best news - they do buy what a product gives them, whether it be removing 'pain' or giving 'pleasure'. So what a challenge it is that every single person buys your product for a slightly different reason! What's the secret to selling in that sort of sales environment? This programme provides a great roadmap. This course will help participants: Build rapport with authenticity Use open questions, listening and summary to properly understand the prospect Use 'impact' questions to 'stack the pain' of remaining with the status quo Convert features into personalised benefits that reflect stated needs Handle objections with calm confidence Identify buying signals Close effectively Convey credible urgency centred on the prospect's - not the salesperson's - interests 1 What makes a customer buy any product? Moving towards 'pleasure' Moving away from 'pain' Robert Cialdini's Psychology of Influence - buying motives Understanding what your product does for customers Why there is never a 'one size fits all' approach What are the real 'unique selling points' and why the salesperson is the real 'USP' At what point does the customer emotionally buy your product? 2 Getting past gatekeepers What gatekeepers' motivations are How to make them your friend rather than your enemy How to make your call harder to block than to put through How to control the gatekeeper with questions, not answers Using Cialdini's 'reciprocity' law to get put through more often Practical exercise in which the trainer poses as gatekeeper 3 Questioning and listening skills How to use open questions to get the customer talking What questions to avoid and why How to 'stack the pain' of the status quo with 'impact questions' Practical 'pain stacking' exercise in pairs What listening is and what it isn't Question funnelling - how to earn deeper disclosure through probing Practical funnelling exercise in pairs The power of summary 4 How to create tailored benefits and not 'dive into solution' What is 'diving into solution'? Examples and analogies Why it is to be avoided Practical exercise in pairs - how it feels to have solutions offered up too early How to avoid 'feature-dumping' What is 'value selling'? How to create tailored benefits How to convert product features into benefits How to deal with the prospect's competitor allegiance 5 Handling objections and testing the water How to overcome the price objection by selling value Common objections the participants encounter and answers that work The objections salespeople carry in their own heads The 'A-C-E' objection-handling model How to uncover objections When - and when not - to trial close 6 Closing skills Why salespeople often close too early How to identify buying signals How to use urgency with skill and effectiveness Four killer closing techniques that work How to avoid buying the product back by careless post-sale talk How to ask for referrals for your product How to 'farm' the account for future opportunities 7 Wrap-up Key learnings from each participant Individual action planning - steps that can and will be implemented in the workplace

R&D work is often carried out in entrepreneurial companies with the aim of developing solutions to scientific or technological problems for a wide range of customers. Projects can include longer term 'frontiers of science' research, medium term product development/manufacturing or more immediate troubleshooting or contract research assignments. In all these contexts, the ability to create innovative solutions in a timely and cost-effective manner is the essence of successful R&D. Whilst R&D groups typically excel in technical expertise, those involved often recognise that there is scope for improving the way that projects are managed. The aim of this training programme is to address this need whilst ensuring that the creative, entrepreneurial spirit that is fundamental to good R&D continues to flourish. MODULE 1: Creating the foundations for success Off-line video tutorials and exercises Total time ~ 1 - 1.5 hours Video 1: Making the most of project management in R&D Characterising R&D projects Applying project management to R&D work Exploiting the potential of project management in R&D Video 2: Promoting success in R&D project management Modelling successful project management Evaluating performance and promoting success The role and skills of the project manager/leader MODULE 2: Initiating and defining R&D projects Live interactive sessions (via Zoom): Session 1: 10:00 - 12:00 Session 2: 14:00 - 15:30 Session 1: Selecting and initiating projects Recognising worthwhile opportunities; initiating projects Identifying stakeholders and their goals Characterising and engaging stakeholders Session 2: Defining goals and agreeing deliverables Establishing the full scope of the project Clarifying and prioritising project deliverables Defining and agreeing deliverable specifications MODULE 3: Planning R&D projects Live interactive sessions (via Zoom): Session 1: 10:00 - 12:00 Session 2: 14:00 - 15:30 Session 1: Identifying and organising activities Creating effective plans; avoiding planning pitfalls Identifying tasks and assigning responsibilities Sequencing tasks and estimating durations Session 2: Developing the timeline and resource plan Identifying the 'critical path'; creating a resource plan Dealing with estimating uncertainty Accelerating the programme MODULE 4: Leadership and teamwork in R&D projects Off-line video tutorials and exercises Total time ~ 1 - 1.5 hours Video 1: Working effectively in project teams Building teamwork in contemporary organisations Recognising each other's skills; building synergy Building good working relationships; handling conflict Video 2: The role of the R&D project team leader Building teamwork: the role of leadership Creating an effective team culture Delegating work and motivating team members MODULE 5: Managing uncertainty in R&D projects Live interactive sessions (via Zoom): Session 1: 10:00 - 12:00 Session 2: 14:00 - 15:30 Session 1: Characterising uncertainty; identifying risks Exploring uncertainty; applying risk management Focusing the risk management process Identifying and defining risk events Session 2: Managing and controlling risks to the project Evaluating risk events Selecting between risk strategies; setting contingencies Updating and controlling exposure to risk MODULE 6: Implementing and controlling R&D projects Live interactive sessions (via Zoom): Session 1: 10:00 - 12:00 Session 2: 14:00 - 15:30 Session 1: Initiating assignments and managing changes Creating a pro-active implementation and control culture Establishing effective implementation and control procedures Assigning work and managing changes Session 2: Monitoring, managing and developing performance Adopting meaningful monitoring techniques Responding to problems; building performance Managing and controlling multiple project assignments

The aim of this course is to expose the commercial context within which technical work is carried out. It is to allow technical staff to understand how they fit into a larger picture, why they may be asked to undertake tasks that may not appear to be technical and the impact their interactions have within the commercial context. The scope of the programme includes: The course emphasises the collaborative nature of delivery and the need to offer value to customers. The principal training objectives for this programme are to help participants: Understand why technical roles are broader than we might assume Appreciate the importance of, and the need to support, sales Value the idea of 'Good Enough' Recognise what can affect profitability Realise the future needs protecting 1 Introduction (Course sponsor) Why this programme has been developed Review of participants' needs and objectives 2 That's not my job! How we see our own role in work How other people see our role Stakeholders: who are they and why do they matter? The organisational backdrop What is my role really? 3 Sales and marketing Where does the money come from? Where do we find customers? The sales process One-off sales versus repeat business Customer/supplier relationships What something costs versus what the customer will pay The value chain 4 Estimating Purpose of estimates The problem with precision Five estimating techniques 5 Change control Can you just do this for me? When being helpful leads to bankruptcy How to deal with change requests 6 Risk management Risk in projects Risk in operations Categories of risk 7 The value of intellectual property Issues with sharing information Commercial in confidence Non-disclosure agreements 8 Course review and action planning (Course sponsor present) Identify actions to be implemented individually What actions should be implemented to improve working with non-technical people? Conclusion

Key Objectives for the Training provision Effective listening to a client's needs and requirements during various stages of the sales process. Engage in meaningful communication with clients, learn to identify challenges and opportunities that relate to the prospects. Overcome the identified challenge. Build long term rapport and establish trust with the prospect throughout the sales process, Ensure continued customer satisfaction that can turn into repeat business. Be able to build rapport with customers or clients. Know the right questions to ask to fully understand the customer or client’s needs without putting on any pressure. Be able to check you have the right information from the customer or client. Be able to match products and services to the customer or client using the information you have gathered. Be able to influence effectively. Know how to stand out from your competitors. Stage 1 – Research the Company’s ‘Value Propositions’ and USP Analysis  Conducting 30 min confidential interviews with a cross-section of the eligible Attendees & the Stakeholders, in order to gain an objective understanding of the various scenarios and clients that the Participants work with. the Company’s ‘Value Propositions’ Unique Selling Points The Customers’ journey(s) The Competition’s offers for analysis and comparisons. From these findings, a carefully calibrated bespoke Programme will be designed and delivered.  Stage 2 - Design the Bespoke 2 x day Course  nd Stage 3 - Delivery of the Course Programme This Programme can be delivered in 2 x consecutive days, or split between 2 – 3 weeks, to make it more ‘work-friendly’ – if required. It is very practical and commercially focussed in approach, with lots of interactive exercises designed to draw out the learning applications via the debriefings. The ‘Real Play’ scenarios on day 2 will be based on specific case studies drawn from the Research findings so that they are authentic to optimise the learning. Individual Action Plans will be captured at the end of each day to be debriefed by the Participants’ respective Line Managers.  Template Programme Day One – Foundation – Strategic Approach Section One – The Principles of Consultative Selling Defining ‘Consultative Selling’ The Company’s ‘Unique Selling Points’ & Value Proposition The Consultative Selling model – the five stages Avoiding appearing ‘pushy’, ‘pressurising’ or ‘talking through the sale’ Section Two –Strategy & Preparation  ‘Buy-Class’ Matrix Strategic plan Template – matching services/products to identified needs & opportunities. Preparing a range of objectives Constants and variables – USP’s Researching key Client/Decision Makers’ priorities, profile & background (LinkedIn etc.) Preparing for potential & likely Objections Section Three – Email etiquette & ‘influencing’ email correspondence.  Email etiquette A.B.S.U.R.D model Clarity and tone – discovery of clients’ needs & motivational factors. Techniques to influence and ‘nudge’. Ensuring the data and content have a ‘gentle’ motivational & appealing message. Top Tips Day Two – Practical Application Section Four – Rapport Building & Effective Communication skills ‘Behaviour Labelling’ techniques – setting a positive tone. Asking Open Questions – gaining a full understanding of the clients’ priorities & expectations. EQ - Inviting opinions; perspectives; experiences – winning confidence. Active Listening – focus and commitment to understand. ‘Reading the room’ – adapting to responses and reactions. Maintaining focus on relevant topics that the Client cares about; carefully consider the opportunities to influence. But NO PRESSURE! Building a ‘bond of trust’ with commitments and authentic, shared values. Section Five – Explaining the Benefits – aligned to the Customers’ Priorities Understanding ‘Why do People Buy?’ Research data analysis. Open questions that lead to understanding the key issues and Clients’ priorities. Avoiding the danger of ‘pressurising’ the Client. Responding to objections effectively, with confidence and sensitivity. Explaining the benefits that are aligned to the Clients’ stated requirements. Making the Data ‘sing’ – memorable takeaways for the Client. Augmented benefits – Brand confidence; Case studies; Warranty; Service; Range; Flexibility etc. in alignment with their stated preferences/requirements Differentials compared to Competitors Section Six – Winning Commitment Inviting commitment – with confidence Consultative Selling Closing techniques (e.g. Alternative Close/Assumptive Close et al) Avoiding ‘talking through the sale’ – knowing when to ‘Shut UP!’ Confirming agreement – ensuring Clients’ motivation for repeat business Section Seven – Practical Application ‘Real Play’ From the Research findings, carefully devised scenarios can be generated to provide the most valuable learning opportunities to underpin all the skills & techniques covered in the Programme.  Potential Real Play scenarios: A well-established customer has indicated that they are soon to be opening up additional new offices – this presents an opportunity to arrange for the Company to support them with their upcoming needs. After some very positive feedback and with the upcoming contract renewal imminent – how can the Company give the Customer more high-quality support in other areas of their business? A Competitor has been to see the client and they have prompted some concerns about ‘value for money’ & ‘quality of service’. How Real Play works… The group is split the group into 2 sub-groups, one with our Professional Actor (option available); the other with the Trainer or a willing Participant. Each group has a brief and has to instruct their Trainer/Actor/Participant on how to approach the scenario supplied. The Actor and Trainer (or willing Participant) perform the role play(s) as instructed by their respective teams; however, during the action they can be paused for further recommendations or direction. The outcome is the responsibility of the team(s) – not the performers. Debrief the full Programme Individual Action Plans - to be followed through. ‘Best Practices’ for application into the business Options for Exercises within the Programme  Sample Exercise – Red & White  There is a specific time managed agenda and itinerary, which puts the group under pressure.  The key challenge is for the sub-groups to maximise the commercial value from the task, however there is always a great danger that the individuals attempt to gain financial progress at the expense of the other group! Debriefing points: Persuasive communication and influence across barriers Gaining buy-in when others are sceptical Strategic planning accounting for others’ behaviours Sample Exercise – Communication Challenge Each Participant has different pieces of information, but are not allowed to share it visually. They are only allowed to communicate to work out the solution hidden among the large amount of data. Debrief: Structured approach Maintaining focus through distractions/interference Active Listening Controlled communication Sample Exercise – Persuasive emails Sample emails are shared to be critiqued and improved upon to be debriefed: Tone & impact Making the Data ‘sing’ Influential & motivational language Customer centric message. Sample Exercise –Juggling   Each Participant has to pass the ‘Customers’ (Juggling balls) carefully through the system with all the other Participants to reach a profitable conclusion  Debrief: EQ to read the room and effectively communicate, when the pressure is on Customer focus and adapting to challenges Devising a plan that wins buy-in Overcoming competing ideas to get to ‘best practice’ Consistent commitment, communication and motivational drivers that influenced performance. Sample Exercise –Critical Path  The group are provided with 30 x discs and some ‘post-it’ notes. (no pens or pencils are allowed) Their brief is to create a grid shape with the 30 x discs, which will act as ‘stepping stones’ for the ‘Critical Path’ But they have to follow the correct order through the grid from the start to finish, which they will have to work out through ‘trial & error’ All of the team must pass through the ‘Critical Path’ worked out on the grid, observing the constraints, within the time limit. No talking is permitted once they start using the materials Debrief: - Clear communication focussing on the ‘client’s journey’ Planning for challenges Identifying risks and mitigating them Role allocations & support Quality control and disciplines  Sample Exercise –Back to Back  Each Participant is positioned back-to-back with a partner. They have to work out precisely what the ‘statement’ given to the other person is without looking around. Each person has a different brief. Debrief: - Asking Open Questions Active Listening Accuracy in identifying the objective.

Generating new leads and new business can be both time-consuming and frustrating. It's not easy - it takes skill, careful preparation and the creation of effective models and methods, even perhaps using formal approaches and scripts. Once generated, a new lead or enquiry must also be carefully managed to maximise the potential revenue it can generate. But it's crucial to get it right. If your company can afford not to worry about getting new business - congratulations! If your company is completely confident that it is performing at peak potential in generating new leads - again, congratulations! But if your company is working in the real world, couldn't your team do with some help, to become even just that little bit more effective, to make the process just that little less painful? This highly practical, intensive workshop gives sales teams the proven strategies and tactics they need to build a sustainable new business pipeline. This course will help participants: Develop a clear and consistent process for new business development and lead-generation Master the secret of effective new business development and lead-generation - 'only sell the appointment or next stage of the sales process, not your product or service' Set and achieve the right level of new business development and lead-generation activity to achieve your personal and organisational sales goals Apply the key principles of effective prospecting and pipeline management using a proven toolkit and approach Overcome the most common 'put-offs' when conducting telephone or face-to-face business-development and lead-generation activities Develop an engaging telephone voice and manner - and a 'networking personality' Qualify potential opportunities with more accuracy on a consistent basis Prioritise opportunities and manage their time when sourcing new business Discover online sources of leads, contacts and referrals Overcome psychological blocks to cold or warm calling - theirs and the client's Identify potential prospects - and decision-makers and influencers within target prospects - with greater accuracy Make outbound sales or appointment calls with improved confidence, control and results Improve the conversion of calls to appointments by using more effective questions and sales messages Get past gatekeepers and assistants more effectively Make the most of your CRM software and systems 1 Online marketing - what works! Workshop overview and learning objectives Choosing your social media channels LinkedIn for sales and marketing Designing and implementing an effective new business email campaign online Creating a lead-generation strategy online - with case studies Avoiding common mistakes in social media marketing Case study: 'Best practice in social media sales and marketing' Using blogs and video-based marketing (eg, YouTube) New trends and how to keep your finger on the 'social media' pulse Twenty essential websites and online marketing tools 2 Making appointments by telephone Planning the call, telephone techniques, integrating with email and online marketing Developing a clear and consistent process to appointment-making Setting and achieving the right level of telephone activity to achieve your appointment goals Applying the key principles of effective prospecting and pipeline management generation, using a proven toolkit and approach Overcoming the most common 'put-offs' to seeing or engaging with you Overcoming psychological blocks to cold or warm calling - yours and the client's Identifying potential prospects - and decision-makers and influencers within target prospects - with greater accuracy Making outbound sales or appointment calls with improved confidence, control and results Improving conversion of calls to appointments by using more effective questions and sales messages The five keys to developing an engaging telephone voice and approaching manner 3 Power networking Strategies for networking and B2B referral-based marketing The importance, and different types, of networking How to work a room - preparation and strategy Communication dynamics in networking - the power of the listening networker Assumptions when networking Business networking etiquette Making connections, asking for cards, contact details and referrals, gaining follow-up commitments Building relationships - follow-up and follow-through 4 Developing new leads Strategies for first-time sales calls Gaining rapport and opening first-time and new business sales calls effectively Advanced consultative selling - questioning techniques to quickly and efficiently uncover opportunities, need areas and preferences Presenting your solution to a new or first-time customer - creating an enthusiastic and compelling personalised and persuasive summary of your proposal Value message - differentiate your solutions clearly and accurately, with tailored value statements Presenting the right initial USPs, features and benefits and making them relevant and real to the customer Smart ways to position price, emphasise value and be a strong player without being the cheapest or leading on price Learn and use advanced techniques to determine customer needs, value and decision-making criteria in depth on a first-time call 5 Organised persistence - CRM and prospect-tracking Organised persistence - sales tracking, following up on 'sleeping' customers, gaining referrals, time and territory management Maintaining a good database for maximising new business ROI Developing a contact strategy with different types and levels of contact Analysing your contact base using state-of-the-art software and tools Making the most of your CRM systems and solutions Understanding that your attitude makes a difference when sourcing new business Setting SMART objectives for new business development and lead-generation Practical exercise - setting personal development and business goals Time management tips to improve daily productivity New business pipeline management strategies for peak sales performance 6 Workshop summary and close Practical exercise - developing your new business action plan Review and feedback

Customers are astute and well-practised in researching and seeking information, solutions and added value in the minimum number of clicks online. There's only so much time they're willing to spend carrying on clicking. This mentality isn't just restricted to the world of B2C. In our increasingly hectic world, where information is expected to be available instantly, it applies just as much to B2B. In this workshop, we look at how putting yourself in the shoes of your customer and mapping their decision-making and buying journey is critical to ensuring that you provide what they perceive as fast solutions and added value. You will learn all about the three pillars for creating competitive brand experiences: Customer engagement planning puts you firmly in the shoes of your customer, helping you to build meaningful marketing communications delivered through the right resources at the right time to inspire your customers to engage with you. This programme will help participants to: Understand the evolution of the customer buying journey Map a customer buying journey for your brand or solutions Understand the customer micro-moments and signals indicating interest and buying intent, both online and offline Apply the psychology of branding to build marketing communications with impact Develop sales and marketing content that differentiates your brand(s) from the competition by demonstrating unique value and how you can meet your customer's needs 1 The evolution of the customer journey Understand how the use of mobile has had an impact on the customer buying journey where today's customers can research and compare products and solutions whenever and wherever they like, making the purchase journey even less linear Explore how marketers are adapting to this new customer behaviour and drawing upon various strategies to win the hearts and minds of their audiences 2 The See-Think-Do-Care framework Explore the many different frameworks used to track the customer journey Understand and apply the modern marketing model, where the internet has enabled the customer to hop between multiple touchpoints before making a purchase decision 3 Customer micro-moments and signals in their buying journey Understand the online and offline moments when customers seek information to research and make buying decisions Apply this understanding to build a marketing communication plan to reach customers at all stages of their buying journey 4 The role of branding in the customer journey Explore the psychology of branding Learn how to ensure your branding is relevant to your target customer needs Bring together your brand value and story to achieve brand loyalty 5 The Why-How-What framework Apply a systematic approach to build a successful and compelling brand Understand how starting with 'why' will help build your brand purpose Apply the content marketing matrix to communicate your brand's value Apply the hero-help-hub model to build engaging content marketing Actionable outcomes We will use your brand examples to provide opportunities for practice: You will learn and reflect on best practice examples of customer engagement You will discover your brand value, purpose and the 'sweet spot' to drive engagement with your customers You will create a customer engagement plan that can be implemented immediately within your business You will receive immediate feedback on your customer engagement plan You will have the opportunity to share common issues and solutions with your colleagues in the group