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Seminar

Marketing in a sales organization

The seminar is based on the analysis of a real-life situation in a sales enterprise. Prior to the seminar, the participants must get acquainted with the description of the situation. During the seminar the specific situation is analyzed and a discussion is formed on its basis and the most important questions of marketing in a sales organization are examined. The seminar may be oriented on the solution of some specific issues important to the company or it may be generalized, considering as wide a range of issues as possible.

During the seminar, the participants are oriented towards activating cognitive processes, thereby the individually unclear issues are identified and answers are sought for them. The expected result of the seminar – an understanding of the participant of the specifics of the activity of a sales organization and developing the wish for self-actualization and education.

Goal

  • Understand the significance of selling in marketing and the interaction of processes
  • Know how to use knowledge of marketing in improving the sales process
  • Learn to plan merchandise sales and marketing, widen the horizons

Target audience – up to 12 (maximum 16) participants in the group

  • Active sales persons
  • Sales representatives, sales managers etc.
  • Project managers
  • Department managers
  • Purchasing managers, caterers

Methods

  • Seminar in the form of discussions and practical training with active involvement of the participants
  • Solving and analysis of situational tasks and practical examples
  • The participants retain the seminar materials
  • Exposition of the marketing theory relevant to the participants according to their needs

Time – 2 days

Content (Topics included in the seminar and the seminar materials that may change according to the course of the seminar and the participant needs):

  • Seller
    The seller (sales person) and its significance in sales organization. Types of selling and the interaction of results. Active selling and its role in marketing. Significance of sales persons in market process analysis, organizing and control.
  • Client
    Methods and types of client analysis. The significance of retaining clients for the company. Client grouping. Planning work for client groups. Determining and analysis of client needs. Creating offers. Possibilities and methods of influencing client activities. Behavior of buyers and their decision-making process. Division of roles in the buying process.
  • Marketing
    Marketing basics, its significance for the company. The basis for company success ("key to success"). Possibilities of ensuring the efficiency of the company’s activities using active sales.
  • Planning
    Planning of marketing. Methods of planning the activity of the sales person and components of plans. Planning the sales person’s work in the context of the company and the subdivision.

Trainer – Elīna Gaile-Sarkane