Marketing and Sales

Instructor Guide
Velsoft Courseware Inc.

Soft Skills Courseware

Marketing and Sales Instructor Guide

Copyright
All rights reserved world-wide under International and Pan-American copyright agreements. 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. T iii edd s u e ad o a b l h sn ne a a gi n nt i e Be s t d b. guided 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 developed through research and hands-on, classroom experience. We recommend arriving at least one 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 and introduce yourself to them; it breaks the ice and sets the type of friendly atmosphere that is 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) Y u O gn aoN m or rai t ns a e zi 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)* Bak a ( c a w i pi e s or paper plates)* l ht s h s h e a t hats n su t nr

*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, and your own experiences with marketing, c d g o ew rs r sf o hv t m i l i sm a t i iyu aeh . nun oe e Ask that participants respect confidentiality.Wht e a i t som s y it s aw syn h ro t sn h i a i ro .R m n t m t tt a Ma T a w o a ,Ito ep hv t sm om e i h h iw s r w i h si w pol aeh a e d e a k n d f e e opinio,o dnted n o t m o e ral e yo i ge wt oe nt r nyu one oe fh ,s w a ti r t d ar i n ao e e e bt s e h h, and with the Instructor. H w vrr pco epol s p i sA t o ee e et t r ep oi o . ccourteously, to make sure we give other ,s h e nn people their share of air time, and that we listen when other people are talking; and finally, we ask that you participate. You get out of a workshop just about what you put into it, and you will learn as much from sharing with others as you will from the concepts we bring you. Give the participants a chance to introduce themselves to you. You will probably want to know their name, their department, their position title, how they are involved in marketing, 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. R m n t gop hth ia sfhue t p c w e t y a l r f m t i e i h ru t t ss a os, h l e hr h cn e n r h r d e a i e e a e e a o e mistakes in a supportive atmosphere, rather than in the workplace where it can harm their credibility or their organization.
Course Overview

Ask students to turn to their workbooks and read the introduction with the overall objectives of the workshop (Session One). Then ask them to identify their own learning objectives. Turn to the agenda (on flip charts) and look at the topics you plan to cover. G oet s wt t gop n ak fhriay i t rt y i epct se o vrh e i h ru ad s it es nt n h eh d ntxeto e, e h e e hg e e d or something NOT there that they had been hoping for. F ro i te d nte: o tpc hy o se s R asrgopf t iwlb cvr ahuh t osapai t es e ru iao c i e oe d l og identpernh u p l e t e Agenda. O to qez i sm t n ntoe d fhrit eis prpiead f p tsueen o e i ocvr it esi , apor t n i hg e e m t a, everybody is interested. For those things they feel are not of interest to the group, you have the option of t ci ibi l ad oi o. h dent apn f nbths qet n o h gt r f n m v g nT i oshpe ot ,u t e usos u n ey n s e e i are your hip pocket needs assessment to make sure participants get what they expect, IF IT IS POSSIBLE.

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

R cgi w aw m a b t t m a en. eon e ht e en yh e m r t g z e r ki 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 dollars you 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 in t ipr nlnw ri t e o m . i ee oew o t e m nt t d h r e oaas e n h Sl cl nGv vr n to rh e i e o o e s s e f u e y r us this. Then, ask them to circulate to find people with the same characteristics. As they find people whose answers match theirs, the second individual should sign their name i t t rrwo t thr nh Oh o fh ca e e a acteristic. Example: SELF Favorite Color Favorite Ice Cream Blue Vanilla Joe OTHER

You can either have a pre-determined amount of time for the hunt or call it to an end once 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 your product?

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

The participants were given an article on marketing which they were to read. They were then asked to identify what they considered the most important message in the article and at 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 that dent okpi a lbcuehy aet e t t eo h k but f osw r,r ry eas t hvnta n h i t t n aoth irst m i e k em i e impression they are making or have not seen the value in the free publicity they have been 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 use fl si r h ie l e e u. lr k , Have good sharp photos for occasions when you need them. R s th ug tsueeo m n w rsn s a saead om k t ei t reo qez t ay od i a m l pc,n dnt aehose s e o l words 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 comes credibility. 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 services f mpolt yrs A d o cnts b s t swt uet lh g r aosi r ep h t t n yu aet lh r t i ots b si ae t nh o e e u. ai u h ai n li p first. Marketing means finding out what your customer wants and needs, and then directing all your 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 specific steps 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 customers get 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. T e et a en i even about our companies at allnot our unique selling points h bsm r t gs t ki n or our competitive advantages over other companies. Instead, really good marketing is about how what you offer your prospects and your customers will change their lives for the better. The ave g pr n osg e dr aot u pouto sri secp w e or r e e o denti a a bu or rdc re c ,xet hn u a s v n s ve products or services can help them. If you can show your potential clients and your present clients how doing business with you will make them happier, richer, wiser, or healthier, t n hy i b i e s dB tof lo t o m t t t u d g btr h t wl en r t . udnta frh l y h bi i a ee e e l te e l e d h a ln t mousetrap will bring the world to your door. There are lots of better mousetraps out t r H w vrit y rt epni ,rfh w r dent erbu t we h e o ee fh a o xes eo it ol oshaaoth e. , e e o v e d em, 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 to buy. We should spend enough time getting our message right, so it will persuade others to want what we are offering. Once we have it right, we will want to repeat that message again and again, so people will hear it, remember it, and act upon it. N r A e c, e a m rt n w nyhuad ie n w y o eri a I ot m r at r r oeh tet t sn d f et as f a n n h i he e a o fr ng l i ad f cv sec iesn at ee oe fhm i n n e et e pehs s tlo vr n o t . vg f i ei y e - Andrew Weaver

Glossary of Terms

Market Segment: A clearly defined subgroup of customers or potential customers with 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 nature of your business. It answers the questions: "What business are you in?" "Who do we serve?" Objectives: Concrete, measurable, realistic targets you want to achieve. (Example: "Increase sales of highest priced widgets by 10% vs. previous year," not "Increase sales.") Plan of Action: A clear road map for carrying out all the tactics necessary for the marketing strategies in your plan. It specifies who, when, how long, and budget or other resources required for each tactic, and coordinates them in chronological order where necessary. Strategies: The general approach you will take to achieve an objective. (Example: "Increase widget sales through sales calls, direct mail campaign and sales incentives.") Tactics: The specific actions, decisions, and resources required to implement your strategies. (Example: "Tactics for Sales Calls. Hire full-time sales person in first two months of planning period; creative visual aid and large-size demonstration widget for sales calls; buy list of purchasing agents at companies in 20 mile radius of us.") Targeting: Channeling marketing efforts and resources to specific MARKET SEGMENTS 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. Television programs 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.The Gift Reporter, a trade journal for gift retailers, indicated in 1986 that there was an interest in 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 up around 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 changing your industry? How can you take advantage of these trends?

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

May a s n m ren poes nldntos er er a sm t n t y ut n sl ad a t g rf i a ocni re a h s o e i h m s e ki so s d s c hg e think about. They think research is very expensive and is only done by huge companies w o a a od uh n xes. o ee Jy or L v snat r fh url h cn f r sc a epneH w vr a C na ei o,u o o t G e ia f , d n h e rl Ma en e e ad r o nd a en epr has ten questions he likes to ask. r t g sr s n a e w e m r t g xe , ki i n ki t When a company cn nw rY s t a o t m you can forget about research. a as e eo l fh , l e 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) A e o cni e yu al e ut e o gi nwoe? r yu ov cd o cnto cs m r r a e ns n s o s n 5) Are you convinced that nothing can happen to cause your products/services to become obsolete? 6) A e o sr yu bs esssb ctcag gr d? r yu ue or ui si tuj to hni t ns n n e n e 7) A e o sr yurt oloe h b go i gnr i i a aot o t r yu ue o h n n w od e od n ee t gd s bu hw o e e y an e grow your business? 8) Are you clairvoyant? 9) D yu et orw s t k a epi sn oanw lt ? o o gto r s c m r t r e it ys e s tr m o o k c d ee 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 readily available, and cannot be obtained simply by observing the world around you. When that happens, you may have to conduct some original market research. There are really only two kinds of research: primary and secondary.
Primary Research

If no existing material contains the information you are looking for, then you may have to conduct some primary research yourself. Local universities and colleges might be looking for some real life research projects for the benefit of their students. However, you may want to gather information yourself through personal interviews, focus groups, mail or email surveys, telephone surveys, and in-house customer surveys. What prevents us from using research to help our marketing efforts? Often our strong opinions on what will or will not work keep us from going out and asking our customers and our potential customers what they want and need. Open your mind. Start listening to yu cs m r Y u a b srre aw ayull r. or ut e . o m y e upi d t ht o e n o s s la At least once a week, try to talk with your customers. They may know some things you dntnwaot o t m k yu bs es rw A k or lt s qet n t nx oko bu hw o ae or ui s go . s yus fh e usosh et n e e i e t e o a cni r g m ren i tt e n t n yu one cs m r i yu r os e n a a t gn ii ad h k o dnt ed ut e m e di k i iav i o feedback. II w oghwm c wlicsm ? f rn,o uh i tot e m l

 Have I asked for some input from people who have no stake in whether I succeed or fail? Have I asked customers and prospects what they need and want from me and my business? Do I know if my customers think I am giving them what they want and need? What else a I rv e y ut e s t ylpy e oe n b hpi cn poi m cs m r o h a m m rad e ap r d o s e l e about it? Iw ntot o aot eoa i o h bsav e o wlee gt t ocsyu fr n tt n t etdi yu i vr e u p t e c l . What are some things you are doing to listen to your customers? What are some more things you might do? Responses can include: Surveys Focus groups Follow-up telephone calls or follow-up questionnaires One-on-one interviews Courtesy calls Iyu cm aysa e nuhhto cn e or w yt y hpe f oro pn il g eog t yu a b yu o n m s r sopr r a e , why not try to buy something from your company and see how easy it is? Try to byh sm t n aa ad e iyu r gtn cniete i .fts u t a eh g gi n sef o a ei os t sr c Iii t e i n e tg sn v e n es t d bs es i yuad fxeetut esri i cniet o ayo o ui swt o,n iecln cs m re c s tos t , n h l o ve n sn d something about it! If you think you have neither the time nor the expertise to do this, you can also pay 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 mystery shopping formula has usually been tested and may cover more items than you would cover.
Secondary Research

Secondary research involves collecting data that already exists. Information may already be 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)

Marketing and Sales

Student Workbook
Velsoft Courseware Inc.

Soft Skills Courseware

Marketing and Sales Student Workbook

Copyright
All rights reserved world-wide under International and Pan-American copyright agreements. 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

R cgi w aw m a b t t m a en. eon e ht e en yh e m r t g z e r ki 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 dollars you 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 comes credibility. 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 services f mpolt yrs A d o cnts b s t swt uet lh g r aosi r ep h t t n yu aet lh r t i ots b si ae t nh o e e u. ai u h ai n li p first. Marketing means finding out what your customer wants and needs, and then directing all your 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 specific steps 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 customers get 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. T e et a en i ee aot u cm ai aanot our unique selling points h bsm r t gs tvn buor o pn s tl ki n e l or our competitive advantages over other companies. Instead, really good marketing is about how what you offer your prospects and your customers will change their lives for the better. T e vr e e o denti a a aot u pouto sri secp when our h ae g pr n osg e dr bu or rdc re c ,xet a s v n s ve products or services can help them. If you can show your potential clients and your present clients how doing business with you will make them happier, richer, wiser, or healthier, t n hy i b i e s dB tof lo t o m t t building a better h t wl en r t . udnta frh l y h e e l te e l e d h at mousetrap will bring the world to your door. There are lots of better mousetraps out t r H w vrit y rt epni ,rfh w r dent erbu t m w h e o ee fh a o xes eo it ol oshaaoth , e e. , e e o v e d e 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 to buy. We should spend enough time getting our message right, so it will persuade others to want what we are offering. Once we have it right, we will want to repeat that message again and again, so people will hear it, remember it, and act upon it. N r A e c, e a m rt n w nyhuad ie n ways of earning a I ot m r at r r oeh tet t sn d f et n h i he e a o fr l i ad f cv sec iesn at ee oe fhm i n n e et e pehs s tlo vr n o t . vg f i ei y e - Andrew Weaver

Glossary of Terms

Market Segment: A clearly defined subgroup of customers or potential customers with 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 nature of your business. It answers the questions: "What business are you in?" "Who do we serve?" Objectives: Concrete, measurable, realistic targets you want to achieve. (Example: "Increase sales of highest priced widgets by 10% vs. previous year," not "Increase sales.") Plan of Action: A clear road map for carrying out all the tactics necessary for the marketing strategies in your plan. It specifies who, when, how long, and budget or other resources required for each tactic, and coordinates them in chronological order where necessary. Strategies: The general approach you will take to achieve an objective. (Example: "Increase widget sales through sales calls, direct mail campaign and sales incentives.") Tactics: The specific actions, decisions, and resources required to implement your strategies. (Example: "Tactics for Sales Calls. Hire full-time sales person in first two months of planning period; creative visual aid and large-size demonstration widget for sales calls; buy list of purchasing agents at companies in 20 mile radius of us.") Targeting: Channeling marketing efforts and resources to specific MARKET SEGMENTS that have the highest payoff potential.

Session Four: Recognizing Trends

We can anticipate trends just by analyzing what we see on television. Television programs have a great influence in our lives. Watch them with a marketer's eye. Reading trade 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

May a s n m ren poes nldntos er er a sm t n t y ut n sl ad a t g rf i a ocni re a h s o e i h m s e ki so s d s c hg e think about. They think research is very expensive and is only done by huge companies w o a a od uh n xes. o ee Jy or L v snat r fh url h cn f r sc a epneH w vr a C na ei o,u o o t G e ia f , d n h e rl Ma en e e ad r o nd a en epr has ten questions he likes to ask. r t g sr s n a e w e m r t g xe , ki i n ki t When a company can nw rY s t a o t m you can forget about research. as e eo l fh , l e 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 coni e yu al e ut e o gi nwoe? v cd o cnto cs m r r a e ns n s o s n 15) Are you convinced that nothing can happen to cause your products/services to become obsolete? 16) A e o sr yu bs esssb ctcag gr d? r yu ue or ui si tuj to hni t ns n n e n e 17) A e o sr yurt oloe h b go i generating ideas about how to r yu ue o h n n w od e od n e e y grow your business? 18) Are you clairvoyant? 19) D yu et orw s t k a epi sn oanw lt ? o o gto r s c m r t r e it ys e s tr m o o k c d ee 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 readily available, and cannot be obtained simply by observing the world around you. When that happens, you may have to conduct some original market research. There are really only two kinds of research: primary and secondary.
Primary Research

If no existing material contains the information you are looking for, then you may have to conduct some primary research yourself. Local universities and colleges might be looking for some real life research projects for the benefit of their students. However, you may want to gather information yourself through personal interviews, focus groups, mail or email surveys, telephone surveys, and in-house customer surveys. Often our strong opinions on what will or will not work keep us from going out and asking our customers and our potential customers what they want and need. Open your m n. t tiei t yu cs m r Y u a b srre aw ayull r. i Sa lt n o orut e . o m y e upi d t hto e n d r sn g o s s la At least once a week, try to talk with your customers. They may know some things you dntnwaot o t m k yu bs es rw oko bu hw o ae or ui s go . n

Ask yourself these questions the next time you are considering a marketing initiative and t n yu one cs m redak h k o dnted ut ef bc. i o e II w oghwm c wlicsm ? f rn,o uh i tot e m l Have I asked for some input from people who have no stake in whether I succeed or fail? Have I asked customers and prospects what they need and want from me and my business? Do I know if my customers think I am giving them what they want and need? What else can I provide m cs m rs t ylpy e oe n b hpi y ut e o h a m m rad e ap r o s e l e about it? Iw ntot o aot eoa i o h bsav e o wlee gt t ocsyu fr n tt n t etdi yu i vr e u p t e c l . 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 already be 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