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sanjay nastaon 29 July 2010
Transcript of Marketing Training
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
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?
Marketing Program Develop
New Marketing Materials
Conduct Tabletop Reviews
Pilot Test Implement
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.
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