K2 Commercialisation
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Commercialisation
 

ONE-DAY K2 COMMERCIALIZATION SEMINAR

COACHING FOR THE CREATION OF AN EFFECTIVE COMMERCIALIZATION STRATEGIC ACTION PLAN IN A SINGLE DAY

Introduction

  • Why is commercialization indispensable to the rapid increase of sales  & revenues
  • Understanding the strength of ‘’Client-centered’’ commercialization

 

How to optimize:
Products and/or services
 

-How to assess the profitability of products/services
-Characteristics vs. competitive advantages
-The importance of technological innovation
-The importance of exclusivity
-Searching for and selecting product differentiation
-Developing competitive advantages
-Creating added value

Markets
 

-Maximizing performance in various markets
-Understanding the importance of market
 segmentation
-Knowing how to evaluate the relative competitive
 intensity in each market

Sales process
 

-Knowing how to analyze the stages of a sale
-Knowing how to identify the sensitive triggers of
 a sale
-Analyzing the decision-making process
-Sales aids and support

Promotion and communications
Why and how to perform a dynamic analysis of:
 

-Current promotional and communications objectives
-Current strategies and tactics
-Actions
-Budgets

Distribution efficiency
 

How to perform a constructive evaluation of the current distribution system. How to develop alternatives and improvements.

Price-quality ratio
 

-How to improve the price-quality ratio
-How to change people’s price perception
-How to avoid price-related constraints

Sales growth and profitability
 

-Ideas for improvement

 

Atelier de commercialisation


Competition
 

-Importance of knowing the closest competition to ensure
 the company’s success
-The key role of perceptions in a sale
-Identifying the components of competitive positioning

Target audiences
  -Why and how to segment target audiences
-The importance of profiling
-Knowing how to define target audiences and "hot buttons"
 in sales:
  • -Audience segmentation
  • -Identification and profiling of target decision-makers
  • -Development of a sales strategy based on the
     evaluation of targets and their:
    • -Needs
    • -Expectations
    • -Centres of interest
    • -Problems
    • -Perceptions
Value-added marketing (VAM)
 

Demonstration of the gains derived from the product or service and their contribution to the customer’s success.

Customer experience management (CEM)
 

Experiential understanding and satisfaction of decision-makers’ in order to grow profits.