2-Day Course

Mastering Marketing & Sales Strategies 

Develop the required skills & competencies to serve a dynamically changing marketplace

18 & 19 June 09

Time:  9.00 am ~ 5.00pm

 Venue: Hotel Singgahsana Petaling Jaya  

Course Description  

This is a two-day workshop that presents powerful, time-tested and proven sales and marketing strategies/techniques practiced by top sales professionals today. 

It is different from other selling skills seminars in two important respects, namely: It is based on solid research.  And, even more importantly, the research is published in the prestigious Harvard Business Review, or based on studies conducted by such renowned institutions as the Carnegie Foundation and the Stanford Research Institute in the United States.

Universities recognize the fact that it is dangerous to teach a subject using "the prescriptive approach", i.e. based on the personal experiences of "experts".  Whatever principles are propounded should be based on, and validated by solid research.  Personal experiences come in only by way of examples, to support the principles propounded. 

They are certainly important, but not to the exclusion of research, where this has been carried out. It is a selling skills workshop that is preceded by an overview of the marketing function.

Marketing and sales "go together like the horse and carriage", or like "love and marriage", quoting a time-honored jingle. Although top sales professionals rake in huge commissions and can rise very quickly to be CEOs of organizations, they must first be mindful of marketing, however it is defined. 

In a sense, marketing can be defined as whetting the appetite of the prospect (the prospective consumer), whereas sales is focused on turning the transaction (or relationship) into cash. 

Marketing and sales are not synonymous.  They are inter-related and inter-dependent, and yes, there are similarities. This two-day workshop should thus be of tremendous value to both marketing personnel and sales professionals alike 

Who Should Attend:    

Marketing Personnel / Officers/ Executives/ Managers & Sales Professional  

Course Outline: 

SESSION ONE 

• Introductions and "Ice-Breaking": Participants' Background, Needs & Expectations
• Four Basic Differences between Marketing & Sales
• A Synergistic & Co-Dependent Relationship
• Marketing vs. Sales Orientation
• Customer Relationship Management (CRM)
• Transactional Marketing vs. Relationship Marketing (Gronroos, 2000)
• Traditional Selling vs. Relationship Selling
• Use of Psychology in Marketing & Sales

SESSION TWO 

• Managing the Marketing Function
• The Marketing Environment
• Needs, Wants & Demand
• A Model of Consumer Buying Behavior
• Internal & External Influences on Buying Behavior
• Market Research Techniques

SESSION THREE 

• Donald Trump:  Playboy or Personal Branding Genius?
• The Marketing Mix: The Four P's - Product, Price, Promotion and Place (Today, a fifth "P" is vital)
• The Product Life Cycle:  Four stages
• Product Strategies
• Brand Development
• The problem with Services: Perish ability, Intangibility, Heterogeneity & Inseparability

SESSION FOUR  

• Pricing Strategies
• Sales Promotion & Media Strategies
• Place (push & pull) Strategies, and Distribution Channels
• Market Segmentation
• Positioning Strategies

SESSION FIVE  

• The Pareto Principle:  Why 20% of Salespeople earn 80% of Total Sales Income
• Why  "… a very high proportion of those engaged in selling cannot sell …" (Robert McMurry, Harvard BR)
• The Psychology of the Sales Professional
• Two Basic Qualities that a Top Salesperson must have (based on seven years of field research by David Mayer &  Herbert Greenberg, Harvard Business Review)
• The Keys to Sales Success (based on studies by the Carnegie Foundation and Stanford Research Institute)

SESSION SIX  

• The Selling Process
• Secrets to Painless Prospecting
• "Networking is better than Not working"
• Probing & Active Listening
• Overcoming Objections
• Why the Price Objection is usually a Lie

SESSION SEVEN  

• Matching:  Building Desire
• Identifying Buying Signals
• Reasons for not Closing
• Proven Closing Techniques

SESSION EIGHT  

• Developing your Unique Selling Proposition (USP)
• Creating a Sales Plan
• Identifying your Core Competencies
• Questioning Skills
• Scripting & Rehearsing
• Maintaining Customer Satisfaction & Loyalty

Course Fee 

(CLAIMABLE UNDER HRDF / SBL SCHEME) 

• RM 880.00 per participant
• RM 830.00 Per Participant for 2 or more participants

(Fees are inclusive of tea break, lunch, course materials and certificate of attendance)   

Course Leader  

Ms. Bebe Chooi a top-end trainer with a wide variety of management skills and other "people skills" such as handling difficult people, interviewing people, and interpersonal communication.  

Ms. Chooi has a Trainer's Certificate for the Executive Development Programmed (EDP), given by the Pusat Sumber Manusia Berhad (PSMB), under the Ministry of Human Resources. 

She has taught the management and communication modules under the EDP in the last round for unemployed graduates, some of whom were pursuing MBA degrees, but were technically "unemployed".  She has been selected by a private college, and approved by the Ministry, as a Trainer in the upcoming round.   

Ms Chooi has a Master of Science degree in communication and research methodology from Ohio University, USA, fully obtained on campus. She has a whole gamut of communication skills, both written and oral. 

Ms. Chooi spent some sixteen years in managerial positions in PETRONAS, Malaysia's multinational corporation that has regularly been listed in the Fortune business magazine, and whose primary objective is the management of Malaysia's crude oil and natural gas resources. 

For three of those years, she was concurrently Senior Training Specialist in PETRONAS's Management Training Institute.  During almost all the sixteen years, she was asked to present papers, to sit on expert panels, and to chair technical sessions at international conferences. 

Ms. Bebe Chooi’s honorary positions included:Vice-President, Energy Commission, International Chamber of Commerce (ICC), Paris. Vice-Chairman, Malaysian National Committee, World Energy Council (WEC), London. Member, Governing Council, Institute of Public Relations Malaysia (IPRM). 

After PETRONAS, she spent several years as a corporate trainer and lecturer.  She was also Head of the School of Communication, and Academic Head of RMIT Business Degree Programmers, in two premier private colleges