Marketing and Sales

Designing Strategies to Influence the Point-of-Purchase Decision

A practical programme in point-of-purchase influence for professionals who are accountable for results, not just awareness.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Designing Strategies to Influence the Point-of-Purchase Decision
5days

About the programme

Course Overview

Buyers now complete much of their decision on point-of-purchase influence before speaking to anyone. A message about this area of marketing and commercial practice that tries to reach everyone reaches nobody. The programme uses small-group work so that each participant's treatment of this strand of marketing and commercial practice is examined, not just described. The most reliable predictor of sound point-of-purchase influence is whether anyone reviews it when nothing has gone wrong. The material serves both public bodies and commercial organisations dealing with the practice within marketing and commercial practice. Participants develop a defensible line of reasoning for the choices they make about this part of marketing and commercial practice. Most organisations already have a policy on point-of-purchase influence; far fewer can show it working. The programme is built to be used, and every section of this aspect of marketing and commercial practice it covers ends in something applicable. It ends with a prioritised list of changes to the wider marketing and commercial practice agenda that the participant is prepared to defend internally.

Expected Learning Outcomes

  • Handle objections in point-of-purchase influence without conceding position immediately.

  • Define the audience for point-of-purchase influence precisely enough to exclude people.

  • Plan the handover of point-of-purchase influence so that capability is not lost when key staff move on.

  • Design the retention and win-back approach for point-of-purchase influence.

  • Build the content that moves a buyer through point-of-purchase influence rather than merely informing them.

  • Estimate what point-of-purchase influence costs to run properly, and what is lost when it is not.

  • Handle the trade-offs in point-of-purchase influence between speed, cost and assurance explicitly rather than implicitly.

Who Should Attend

  • Officers preparing reports on point-of-purchase influence for boards or oversight committees.

  • Business development managers pursuing opportunities in point-of-purchase influence.

  • Digital marketing specialists executing point-of-purchase influence.

  • Founders and owner-managers running point-of-purchase influence personally.

  • Department heads accountable for the results of point-of-purchase influence.

  • Customer experience managers improving point-of-purchase influence.

Course Modules

Open any module to see its sessions and topics.

01

Point-of-purchase influence: channels, content and creative

2 sessions · 8 points

Session 1Where point-of-purchase influence typically breaks, and why

  • Test creative for point-of-purchase influence at small scale before full commitment.
  • Identify single points of dependency in point-of-purchase influence and reduce them.
  • Set objectives for point-of-purchase influence in revenue terms with a timeframe.
  • Set out how exceptions to point-of-purchase influence are requested and approved.

Session 2Reviewing point-of-purchase influence when nothing has gone wrong

  • Select channels for point-of-purchase influence based on evidence, then cut the rest.
  • Identify the data already collected that bears on point-of-purchase influence.
  • Benchmark the organisation's point-of-purchase influence against comparable operations.
  • Measure lifetime value from point-of-purchase influence, not just first purchase.
02

Point-of-purchase influence: positioning and the honest claim

2 sessions · 8 points

Session 1Where the buyer actually decides on point-of-purchase influence

  • Build the internal briefing that explains point-of-purchase influence to those affected.
  • Close out actions on point-of-purchase influence rather than leaving them open indefinitely.
  • Define the handover point between marketing and sales in point-of-purchase influence.
  • Agree the attribution model for point-of-purchase influence and state its known limits.

Session 2Keeping customers acquired through point-of-purchase influence

  • Assign responsibility for keeping documentation of point-of-purchase influence current.
  • Agree the smallest change to point-of-purchase influence that would be visibly useful.
  • Describe the buyer for point-of-purchase influence specifically enough to name who is excluded.
  • Anticipate the objections point-of-purchase influence will raise and prepare the answers.
03

Point-of-purchase influence: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1The claim about point-of-purchase influence competitors cannot copy

  • Write the positioning claim for point-of-purchase influence and test whether a competitor could say it too.
  • Estimate the resource point-of-purchase influence requires to run as designed.
  • Build the content that answers the buyer's real question about point-of-purchase influence.
  • Agree what will be standardised in point-of-purchase influence and what will not.

Session 2Qualifying out of point-of-purchase influence early and without guilt

  • Map the handovers in point-of-purchase influence between functions and secure them.
  • Define qualification criteria that disqualify quickly in point-of-purchase influence.
  • Prepare the response for the most likely failure in point-of-purchase influence.
  • Write down the assumptions underpinning the approach to point-of-purchase influence.
04

Point-of-purchase influence: qualification and pipeline discipline

2 sessions · 8 points

Session 1The cost of point-of-purchase influence and how to present it

  • Document the sales process for point-of-purchase influence so a new joiner can follow it.
  • Record the rationale for each significant choice made about point-of-purchase influence.
  • Review whether short-term tactics on point-of-purchase influence are damaging the brand.
  • Confirm that those complying with point-of-purchase influence understand why it exists.

Session 2Handling the objection to point-of-purchase influence that ends most conversations

  • Script the three most common objections in point-of-purchase influence and the responses.
  • Compare cost of acquisition against value in point-of-purchase influence.
  • Choose the next segment for point-of-purchase influence and state why it is next.
  • Design the retention action triggered when a customer of point-of-purchase influence goes quiet.

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

Complete your registration

We will contact you within one business day to confirm.

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