BREAKTHROUGH!!!
SALES & MARKETING TRAINING FOR STARTUPS
Training Objectives At the end of the 3 sessions entrepreneurs will have clearly defined the following;- Product profile- what is our product key features & benefits and distinguishing both
- Target Market-who is your customer or potential customer. Define your customer
- Where do you find your customer and close sales- list ways of doing this efficiently
- Understanding the difference between sales & marketing
- Product profile- what is our product and why our product what need drove the innovation
- Identify features and what they do
- Identify benefits to the customer-why should I use your product
- Identify similar products against yours (competitive environment)
- Identify your USP (Unique selling proposition) why you???
Define you target market by;
- Market size e.g. How many Kenyans are in the diaspora
- Potential revenue; how much money do they send home monthly, annually
- Demographics; how many male, female, what ages
- Purchasing behaviour; what products do they use, how do they buy them
- What motivates them are they; aspirers, succeeders, followers, strugglers 4c’s
- What is the value of the product or service to the buyer?
- What else do they do...church, party, read etc
- Are there established price points for products or services in this area?
- Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be
- indiscernible, and so gain you extra profit margin?
- What discounts should be offered to corporate/group customers, or to other specific segments of your market?
- How will your price compare with your competitors?
You have defined your product and target market and you are now uniquely positioned to set your financial goals which will then define the “go to market” strategy.
The financial goals may be set in various ways which all end up in the same place; either number of customers who should generate X amount of revenue or expected net revenue i.e. PROFITS !!!!!
PART III
Where will you find your customer how will you communicate to them how will you sell, close and achieve financial targets
• Branding and message • Sales strategy; how will I sell my product; walk in customers, direct sales, affiliate sales etc • Channel entry points; develop ideal clients and ideal partners based on my market definition • HR capacity to achieve sales; what type of salesperson do I need, how many salespeople do I need • Compensation design and modelling; how will I pay my salespeople, develop ideal compensation plans based on the stages business is in; salaries, commissions, combinations of both or commissions only • What tools, selling materials do they need to sell effectively;product training, sales training etc • Monitoring and measurement of performance; CRM tools, understanding your closing cycle, how long does it take to close a sale? Is it ideal? What improvements can be made • Training and development of salespeople, process etc
At this stage you should be pretty ready to SEND OUT THE TROOPS!!!
GO FORTH AND BREAKTHROUGH!!!
