Influencing is an art. More so when applied primarily to market and sell a product or service. It means having the ability to convey in a very clear, concise and convincing way to a prospect how and why a product or service offered meets their needs. Doing this calls for a repertoire of skill sets that are essentially a combination of engaging the team on a strategy, critically thinking through that strategy and being able to apply that strategy to the right target.
From a sales and marketing perspective, navigating through a rapidly changing business environment requires the development of a strategy that is results focused and at the same time adaptable. This calls for careful, critical thinking.
Creative, critical thinking means to think differently and unconventionally. It implies the existence of a propensity to be engage in thinking that defies conventional practice and an ability to form a new perspective in identifying problems and seeking novel solutions when dealing with sales prospects.
Analytical skills are required for creative, critical thinking. These skills include the ability to analyze information relating to issues, events and concerns on a structured three phase approach that involves planning, analyzing and drawing conclusions. These skills may be honed through practice.
What is required is not only to think critically but also to target the right prospects and adapt the selling and marketing technique to suit their specific needs. This requires communication and reasoning skills, observation and non verbal communication skills, active listening skills and probing skills. Theses skill sets combined will enable one to effectively influence a sales target and build the confidence and trust needed to maintain a long term relationship.
This training program has been designed to introduce participants to the concept of influencing skills designed primarily on thinking that is required to solve complex problems and developing interpersonal skills needed to influence sales prospects. It starts with the premise that everyone is a habitual, conventional thinker and then encourages the participants to expand the thinking horizon beyond conventional thinking through a series of games and activities.
This training program has been designed to inculcate sales and marketing strategy development and potential sales targets analysis techniques using very well structured analytical skills. The influencing techniques as well as analytical skills approach shall be introduced through case studies designed to suit the organizational requirements. Such an approach is aimed to facilitate the application of influencing techniques in practice using well defined and easy to apply tools in a work based setting.
Influencing Skills For Sales and Marketing
On completion of the training program, the participants will be able to influence people associated with a sales and marketing strategy as well as potential sales prospects. in order to achieve the best possible outcome.
At the end of the program the participants will be able to
- Define the term influencing
- Describe the link between critical thinking and influencing others effectively
- List key elements in the development of a marketing and sales strategy
- Analyze importance of people associated with a marketing and sales initiative skills
- Apply influencing techniques when undertaking marketing and sales efforts
- Use analytical tools
- Sail Boat
- Pentagon chart
- Prioritization chart
- To do, doing, done chart
Introduction and Overview
Pre Test for Influencing Skills for Marketing and Sales
Developing a sales and marketing plan
Small Group Work : Identifying Objectives and Obstacles
Facilitator feedback on identification carried out
Role play : Getting buy in for a marketing plan
Session wrap up on getting buy in for a marketing plan
Elements and requirements for Critical Thinking
Small Group Work : Identifying Assumptions
Session wrap up on importance of critical thinking when dealing with marketing and sales stakeholders
Identifying and analyzing marketing and sales stakeholders
Small Group Work : Identifying Key People to Influence
Session wrap up on identifying and analyzing marketing and sales stakeholders
Question and answer and wrap up for day 1
Recap of previous day’s session
The TetraMap™ approach for identifying personal preference
Individual personality profiling using the TetraMap™ approach
Session wrap up on importance of individual personality profiling
Overview and prerequisites for consultative selling
Group exercise on needs discovery
Session wrap up on importance of consultative selling
Needs discovery through Active listening and Probing
Diagnostic Test on Active Listening
Role play on influencing a sales prospect
Session wrap up on techniques of influencing a sales prospect
Techniques for Building Rapport with clients
Summary of “Things to do” to develop influencing skills for sales and marketing
Question and answer and wrap up
Dr Rumesh Kumar is a certified professional trainer, certified knowledge manager, certified project management professional, certified scrum trainer, and certified tetramap facilitator. He specializes in the areas of project management, knowledge management and organizational diagnostics.
In addition to being the Managing Director of the Sharma Management International, he is the Senior Denison Consulting Partner for Denison Consulting USA and the Regional Director for Kanzen Institute Asia Pacific.
Dr Rumesh is presently involved in undertaking post project reviews, and performance improvement in various projects, competency assessment and developing competency development programs as well as organizational culture profiling for senior managers in different organizations both in Malaysia and abroad.
Based on his extensive involvement in conducting management courses, Dr Rumesh undertook a series of post review sessions and was able to use the learning outcomes as learning points for sharing of real life management.
He has conducted training programs for many well-known and reputable organizations both in Malaysia as well as abroad. He has designed, developed as well as conducted training programs for well over 2,500 executives in numerous multinationals, government linked as well as business enterprises in the areas relating to managing people and business strategies both in Malaysia and abroad.
In addition to designing and conducting corporate level training, he also specializes in providing consulting services such as organizational diagnostic assessments, competency assessment, cultural and leadership profiling as well as continual productivity improvement.