Activity in interactive sales training content is easy to generate and easy to mistake for progress. Most disappointing results in training content trace back to an audience defined too broadly. The programme uses small-group work so that each participant's treatment of the practice within marketing and commercial practice is examined, not just described. Plans for interactive sales training content often fail at the handover point between functions. Organisations that document this area of marketing and commercial practice properly resolve disputes about it far more quickly. It treats training content as an operating discipline and equips participants to run it as one. Participants take away a working set of documents supporting interactive sales training content, ready to be adapted internally. It is pitched for practitioners with responsibility for training content, not for observers of it. The final module sets out how progress on this strand of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
✓
Test the organisation's response to interactive sales training content under conditions that are less than ideal.
✓
Design the qualification criteria that stop effort being wasted in training content.
✓
Test creative and messaging on interactive sales training content before committing budget.
✓
Build the reporting on training content that supports a spending decision.
✓
Present the case for investment in interactive sales training content in terms that a finance function will accept.
✓
Align marketing and sales handover within training content so leads are not lost.
✓
Recognise early indicators that interactive sales training content is drifting away from its intended design.
Who Should Attend
✓
Sales managers leading teams that deliver interactive sales training content.
✓
Members of committees that take decisions affecting training content.
✓
Commercial analysts measuring performance of interactive sales training content.
✓
Agency and consultancy staff supporting clients on training content.
✓
Operations staff who encounter the consequences of interactive sales training content directly.
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Marketing managers responsible for training content.
Course Modules
Open any module to see its sessions and topics.
01
Interactive sales training content: objection handling and negotiation
2 sessions · 8 points
Session 1Pricing interactive sales training content on value rather than cost
Rehearse the briefing on interactive sales training content that would follow an incident.
Design the retention action triggered when a customer of training content goes quiet.
Anticipate the objections interactive sales training content will raise and prepare the answers.
Choose the next segment for training content and state why it is next.
Session 2Testing the message on training content before spending
Define the handover point between marketing and sales in interactive sales training content.
Build the internal briefing that explains training content to those affected.
Agree the attribution model for interactive sales training content and state its known limits.
Build the report on training content that answers whether to spend more or less.
02
Training content: positioning and the honest claim
2 sessions · 8 points
Session 1Where the buyer actually decides on training content
Name a single owner for each element of interactive sales training content.
Review whether short-term tactics on training content are damaging the brand.
Compare cost of acquisition against value in interactive sales training content.
Write the positioning claim for training content and test whether a competitor could say it too.
Session 2Keeping customers acquired through training content
Identify where judgement in interactive sales training content is legitimate and where it is not.
Set objectives for training content in revenue terms with a timeframe.
Reduce the variation in how interactive sales training content is carried out between teams.
Identify single points of dependency in training content and reduce them.
03
Training content: the customer journey and decision points
2 sessions · 8 points
Session 1The cost of training content and how to present it
Map the decision journey for interactive sales training content and mark where the choice is actually made.
Structure pricing for training content against perceived value.
Write down the assumptions underpinning the approach to interactive sales training content.
Close out actions on training content rather than leaving them open indefinitely.
Session 2Testing interactive sales training content before relying on it
Define the trigger that would require interactive sales training content to be redesigned.
Measure lifetime value from training content, not just first purchase.
Define qualification criteria that disqualify quickly in interactive sales training content.
Compare the cost of training content with the cost of its absence.
04
Training content: audience definition and segmentation
2 sessions · 8 points
Session 1Reading the current state of training content honestly
Build the content that answers the buyer's real question about interactive sales training content.
Test creative for training content at small scale before full commitment.
Establish who is informed, consulted and accountable in interactive sales training content.
Set the discount authority for training content and require justification.
Session 2Protecting the brand while hitting targets on training content
Define acceptance criteria for interactive sales training content in advance.
Agree the indicators that will show whether training content is improving.
Check that records of interactive sales training content answer the questions likely to be asked.
Review whether training content is aligned with the objectives of the commercial team.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Gold Package
At least 3 people
USD1,850
5-night stay in a 5-star hotel
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
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