Sales & Marketing

SCMHRD has established the Centre for excellence in Sales & Marketing to keep pace with the rapidly changing world of marketing. The centre of excellence intends to contribute to the growth of the discipline in the country.

The centre aims to:

• Create leadership entrepreneurs in sales and marketing
• Develop MDPs reflecting the depth of the institute
• Provide consultancy on an as required basis
• Develop research thinking as a way of life

Current Programme offerings:

(Programs can be developed based on diagnostic model of identifying needs of various industries)

1. Selling Skills for Sales Officers/Executives

• Characteristics of an effective sales person
• How to acquire selling skills?
• Right Mental Attitude
• How to improve your attitude?
• Listening Skills
• Step by step selling
• Body Language
• Handling dissatisfied customers
• Professional approach to selling
• Why customers quit

2. Management of Relationships with Customers

• The job and profile of executives managing customer relationships
• Managing customers by focusing on results
• How to appraise a sales person handling a customer
• Evaluate your company's status with customers
• Solutions selling vs. Product selling
• Pre-selling the solution
• Mapping the customer's decision making process
• Qualifying the prospects
• Customer Management Model
• The framework for managing customers
• Long-Term & Short-Term Planning
• Relationship Management
• The Ten Commandments of Relationship Management
• The probability tracking sheet
• The brick wall criteria

3. Industrial Marketing

• Concepts in Industrial Marketing
• Industrial Vs. Consumer Marketing
• Characteristics of the industrial consumer
• The buying process
• Planning for Industrial Marketing
• Industrial Marketing Research
• Management of Price
• Getting the goods sold
• Advertising & Promotions
• Customer service and relations
• Database Management
• Key Performance Indicators
• Physical Distribution & Logistics
• Case Study

4. Services Marketing/Intangibles Marketing

• Nature of Services
• Specialised marketing mix of people, process, physical evidence of service
• Pricing of Services
• Distribution through franchising
• Demand & Supply Balancing
• Encounter Management
• Queue and its handling
• Quality of services production
• Control of services production & marketing
• Service Tax Requirements

5. Foreign Trade

• Rationale for Globalization
• Implication of Globalization
• India's export and direction of trade
• Foreign Trade Policy 2004-2009
• International Marketing
• Export Management
• Export Finance
• International Trade Laws, GATT/ WTO
• Trade Barriers
• Export Risk Insurance
• Export Packaging, Labelling and Quality Control
• Export Procedure and Documentation

6. RDBMS for Sales and Marketing

• Data Sourcing Areas

• Data Source Management

• System Designs/ Method Studies

• Output Formats

• Input needs Analysis

• Information Records & Control System

7. Sales & Distribution Management

• Sales Manager as a Business Manager

• Sales Manager as a Relationship Builder

• Distribution Channels Selection

• Channels Development

• Channels Management

• Product Development

• Marketing Information Management/Decision Support System

• Credit Management

Customer Relationship Management (CRM)

Objectives

Customers are your company’s strategic investments. Focus on improving customer satisfaction, increasing customer loyalty, and retaining customers is vital to your company’s profitability and competitive advantage. All the indicators are showing that organisations’ strategies to drive business growth and become more customer focused have risen to the top of the executive agenda.

This workshop is designed to help you re-focus your CRM strategy and thinking. Through this workshop, you will learn strategies and tactics for customer retention and acquisition, and the role of marketing, sales and customer service in delivering value to your key accounts. Finally, you will learn how to integrate your marketing communication and sales processes.

Using extensive discussion of Indian case studies, this training will help you reinvigorate and strengthen your CRM practices.

Key Topics

• Defining CRM in today’s context
• Benefits of CRM
• CRM lifecycle
• The CRM pyramid
• Business value chain
• Value-based key account management
• Building CRM strategy
• CRM technology components
• CRM implementation
• CRM global vendors
• CRM – Indian case studies

This workshop can be customized for call centers, and will include topics on

• Call Center and Customer Care
• Customer Satisfaction Measurement
• Customer Service Checklist for Success

Who will benefit

This programme will benefit managers and executives in marketing, sales, sales support and business development in sectors like IT / ITES, automotive, banking and financial services, telecom, consumer durables and FMCG.

Duration

2 days.

Other Marketing Programs on offer

1. Marketing essentials for Sales team

• Target Group - B2B sales engineers, channel managers, product managers.

2. Strategic management for SMEs

• Target Group - SMEs who want to professionalize their business. Second generation SME owners.

3. Effective B2B Selling

• Target Group - all large B2B sales engineers

4. Choose your growth strategy

• Target Group - SMEs who wish to grow their business