Best Practice in Marketing, Customer Service and Sales

Best Practice in Marketing, Customer Service and Sales

Introduction

This course provides a comprehensive exploration of the core elements driving market dynamics, including marketing, sales, customer service, and consumer behavior. Participants will gain a thorough understanding of foundational principles and advanced strategies necessary for designing and executing effective marketing initiatives across product- and service-oriented organizations. By focusing on the marketing process and strategic planning, the course enables professionals to develop, implement, and evaluate impactful marketing, sales, and customer service plans that foster business success.

Course Objectives

By the end of this course, participants will be able to:

  1. Articulate the key dimensions of customer service and its role in delivering superior experiences.
  2. Implement strategies to achieve and measure customer satisfaction, retention, and loyalty systematically.
  3. Justify the inclusion of profitability metrics in customer loyalty strategies.
  4. Identify and develop professional sales behaviors and skills that enhance sales effectiveness.
  5. Cultivate personal habits that maximize individual sales performance and productivity.
  6. Define and analyze the marketing framework of a business, including conducting audits to assess internal and external environments.
  7. Apply proven tools and methodologies to integrate marketing and sales management systems.
  8. Formulate competitive strategies that build and sustain long-term market advantages.
  9. Develop and execute advanced marketing plans to achieve measurable organizational goals.

Course Modules

Day 1: Foundations of Customer Service

  • Introduction to Customer Service:
    • Defining customer service and understanding its dimensions.
    • Addressing customer needs and quality assurance.
  • Achieving Service Excellence:
    • Strategies to deliver satisfaction, retention, and loyalty.
    • Exploring the concept of customer delight and its impact.

Day 2: Customer Loyalty and Measurement

  • Metrics for Measuring Loyalty:
    • Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR).
    • Assessing the profitability of customer loyalty.
  • Analyzing Costs and Returns:
    • Applying activity-based costing (ABC) to customer loyalty strategies.
    • Identifying gaps in traditional accounting principles (GAAP).
  • Designing Customer Satisfaction Surveys:
    • Best practices for creating surveys, sampling, and analyzing results.

Day 3: Navigating the Modern Sales Environment

  • The Evolution of Selling:
    • Transition from traditional to consultative, strategic, and social selling models.
    • Exploring new sales competencies and behaviors.
  • Personal Effectiveness in Sales:
    • Mastering personal planning, time management, and self-organization.
    • Understanding the psychology of selling and developing tailored sales strategies.

Day 4: The Sales Process and Marketing Integration

  • Steps in the Sales Process:
    • Prospecting, qualifying, presenting, and closing.
    • Differentiating product selling from service selling.
  • Introduction to Marketing Concepts:
    • Marketing management fundamentals and the evolution of marketing practices.
    • Distinctions between selling and marketing.
  • Strategic Marketing Planning:
    • Conducting audits with PESTLE, SWOT, and Porter’s Five Forces analyses.
    • Developing actionable marketing strategies.

Day 5: Marketing Communications and Strategic Campaigns

  • Creating Effective Campaigns:
    • The communication process and promotional campaign development.
    • Applying the AIDA model to drive audience engagement.
  • Lifecycle Marketing Strategies:
    • Exploring the Product Life Cycle (PLC) and corresponding marketing approaches.
    • Utilizing push and pull strategies for optimized promotion.
  • Marketing Research Techniques:
    • Designing and conducting primary and secondary research.
    • Employing survey methodologies to inform marketing decisions.

Conclusion

This course equips participants with an integrated approach to marketing, sales, and customer service, emphasizing the importance of aligning these functions for organizational success. Through practical exercises and case studies, participants will learn to develop comprehensive marketing and sales strategies, enhance customer experiences, and optimize business outcomes.

Whether you're a seasoned professional seeking to refine your expertise or a newcomer aiming to build foundational knowledge, this course offers the tools and insights to excel in a competitive and rapidly evolving marketplace. Prepare to lead with confidence, craft effective marketing plans, and drive sustainable growth in your organization.

starting date ending date duration place
1 February, 2025 5 February, 2025 5 days İstanbul