Marketing Training

Marketing Training Why Market? If you’re an external trainer it’s good for business. Well, actually, if you’re an internal trainer it’s good for business. When I am training I want a motivated and full classroom. It makes my job easier. It makes those end of quarter and end of year conversations with my manager easier. The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Peter Drucker Is this how you feel? But you truly have all the necessary skills What does it take to create a successful training program? Needs Analysis Great Presentation Skills Creativity Metrics and Measurements Instructional Design Skills are similar to marketing skills. No Really, They Are. Analyze What are the business goals? Who is the audience? What are their characteristics? Design Marketing Strategy Marketing Program Develop Prototypes New Marketing Materials Conduct Tabletop Reviews Pilot Test Implement Marketing Strategy Distribute Marketing Material Evaluate Did motivated learners show up? Is company getting ROI on training? Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs." "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!" Harvard Professor Theodore Levitt Customer is not a single person. Each customer level has different problems and a different focus Who is your customer? What is your customer's problem? How do you figure out a customer's focus? Metrics -- Look at the numbers by which they're measured and then rewarded. Marketing is Not Serving Donuts & Coffee in Class Besides, Donuts are really bad for you! Follow the Money Increased Sales Volume More widgets per hour Decrease in customer complaints Lower cost of customer acquisition Compliance with Mandates Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for a lifetime. Teach a man to create an artificial shortage of fish and he will eat steak. Jay Leno Peter Drucker says.... Theodore Levitt Famous Marketing Guy Harvard Professor So developing the right product (training) is part of marketing? YES! Marketing isn't blasting cute emails, printing up signs, and working with Spike to create your next TV ad. That's ADVERTISING A marketing model I like better than the 4P's (Google 4P's if you wish). It's called SIVA Solution Information Value Access Create the right product based on customer requirements You tell the customer about your training... yes, you can use cute emails Define the value of the training to the customer. Try to do it on their terms. You do know what's important to them, right? Make it easy for your customer to access training. E-Learning. Webinars. Convenient Class times. The heart of the new approach to selling is an intense focus on the prosperity of your customers. This is a radical departure from what most salespeople and selling organizations do. The entire psychological orientation is shifted 180 degrees. No longer do you measure your own success first. Instead you measure how well your customers are doing with your help. Ram Charan Learn about your customer Learn about their problems Create your training programs to help with those problems Help improve their metrics It is how you win. www.microassist.com www.microassist.com