Marketing and Sales

Designing Strategies to Motivate Sales Teams Beyond Financial Incentives

Turn non-financial sales motivation from a stated policy into a practice your organisation can evidence.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Designing Strategies to Motivate Sales Teams Beyond Financial Incentives
5days

About the programme

Course Overview

A message about non-financial sales motivation that tries to reach everyone reaches nobody. Discounting solves a problem in this strand of marketing and commercial practice today and creates a larger one next quarter. Most organisations already have a policy on the marketing and commercial practice discipline; far fewer can show it working. They gain the ability to sequence improvements to non-financial sales motivation in an order their organisation can absorb. Discussion is anchored to worked examples of this aspect of marketing and commercial practice rather than to abstract argument. The most reliable predictor of sound the marketing and commercial practice discipline is whether anyone reviews it when nothing has gone wrong. The programme is built to be used, and every section of non-financial sales motivation it covers ends in something applicable. The level assumes working familiarity with the commercial team but no prior formal training in this strand of marketing and commercial practice. The programme closes with an action plan for the marketing and commercial practice capability that each participant writes for their own organisation.

Expected Learning Outcomes

  • Choose channels for non-financial sales motivation on evidence of where the audience decides.

  • Handle objections in non-financial sales motivation without conceding position immediately.

  • Establish escalation routes for non-financial sales motivation that work outside normal hours.

  • Build the sales process for non-financial sales motivation so it is repeatable across the team.

  • Diagnose whether a problem in non-financial sales motivation is one of design, resourcing or discipline.

  • Define the audience for non-financial sales motivation precisely enough to exclude people.

  • Build a register of the risks attaching to non-financial sales motivation and keep it current.

Who Should Attend

  • Staff seconded into improvement work on non-financial sales motivation.

  • Brand and communications specialists shaping non-financial sales motivation.

  • Agency and consultancy staff supporting clients on non-financial sales motivation.

  • Customer experience managers improving non-financial sales motivation.

  • Marketing managers responsible for non-financial sales motivation.

  • Project and programme managers whose delivery depends on non-financial sales motivation.

Course Modules

Open any module to see its sessions and topics.

01

Non-financial sales motivation: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1The claim about non-financial sales motivation competitors cannot copy

  • Agree the smallest change to non-financial sales motivation that would be visibly useful.
  • Structure pricing for non-financial sales motivation against perceived value.
  • Describe the buyer for non-financial sales motivation specifically enough to name who is excluded.
  • Compare cost of acquisition against value in non-financial sales motivation.

Session 2The hard cases in non-financial sales motivation and how to reason about them

  • Build the content that answers the buyer's real question about non-financial sales motivation.
  • Test creative for non-financial sales motivation at small scale before full commitment.
  • Set the discount authority for non-financial sales motivation and require justification.
  • Collect evidence on the present handling of non-financial sales motivation before proposing changes.
02

Non-financial sales motivation: pricing, value and discount control

2 sessions · 8 points

Session 1Where the buyer actually decides on non-financial sales motivation

  • Script the three most common objections in non-financial sales motivation and the responses.
  • Select channels for non-financial sales motivation based on evidence, then cut the rest.
  • Assign responsibility for keeping documentation of non-financial sales motivation current.
  • Check that non-financial sales motivation still works when volumes rise unexpectedly.

Session 2Defining the audience for non-financial sales motivation narrowly enough to matter

  • Check that records of non-financial sales motivation answer the questions likely to be asked.
  • Set objectives for non-financial sales motivation in revenue terms with a timeframe.
  • Build the report on non-financial sales motivation that answers whether to spend more or less.
  • Agree the attribution model for non-financial sales motivation and state its known limits.
03

Non-financial sales motivation: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1Getting other functions to support non-financial sales motivation

  • Build the competence framework that supports non-financial sales motivation.
  • Compare the cost of non-financial sales motivation with the cost of its absence.
  • Build the internal briefing that explains non-financial sales motivation to those affected.
  • Choose the next segment for non-financial sales motivation and state why it is next.

Session 2The handover between marketing and sales in non-financial sales motivation

  • Reduce the variation in how non-financial sales motivation is carried out between teams.
  • Document the sales process for non-financial sales motivation so a new joiner can follow it.
  • Anticipate the objections non-financial sales motivation will raise and prepare the answers.
  • Map the decision journey for non-financial sales motivation and mark where the choice is actually made.
04

Non-financial sales motivation: audience definition and segmentation

2 sessions · 8 points

Session 1Making non-financial sales motivation work when resources are constrained

  • Rehearse the briefing on non-financial sales motivation that would follow an incident.
  • Map the handovers in non-financial sales motivation between functions and secure them.
  • Define qualification criteria that disqualify quickly in non-financial sales motivation.
  • Verify six months later that changes to non-financial sales motivation have held.

Session 2Keeping customers acquired through non-financial sales motivation

  • Identify where judgement in non-financial sales motivation is legitimate and where it is not.
  • Review whether non-financial sales motivation is aligned with the objectives of the commercial team.
  • Design the retention action triggered when a customer of non-financial sales motivation goes quiet.
  • Estimate the resource non-financial sales motivation requires to run as designed.

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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