Training

• Understand what we mean by the term “marketing.”
• Difference between a promotion and a publicity to get your name known.
• How to develop a marketing plan and a marketing campaign.
• How to use time rather than money to market their company effectively.
• How to perform a swot analysis
• Analyze markets, customer needs, and buying behaviors
• Align your business with customer needs—and your marketing strategies with your business objectives
• Determine strengths and weaknesses of competitors and substitutes
• Make strategic tradeoffs with a thorough understanding of the marketing implications
• Translate your corporate strategy into marketing and sales strategies, qualitative and quantitative objectives, tactics, and processes
• Build and nurture the best sales talent and go-to-market approach for each product or segment
• Coordinate sales activities across different sales groups and throughout the enterprise
• Establish a flexible approach that enables you to readjust strategies as needed in a changing marketplace
• Synchronize marketing activities across your organization to create and capture more value and setting proper KPI’s
• Establish an effective sales network internationally with suitable distribution network and policies based on examples of industry best practice
• Establish effective targets, benchmarks and KPI’s to effectively implement strategy
• Build effective relationships with internal stakeholder departments, including pricing/revenue management to ensure the cohesive action
• Set informed promotional campaigns to target key segments.
• Working with third party sales agencies and OTA’s including management of incentives programs
• Free up key sales data to support and evaluate decisions being taken
• Establish a framework to work with revenue management to optimise the process of selling group demand
• Prepare for a sales opportunity
• Begin the discussion on the right foot
• Make an effective pitch
• Handle objections
• Seal the deal
• Follow up on sales and preparing plan B
• Set smart sales goals
• Analyze sales data to make the best understanding of market dynamics
• Establishing the right mix of sales channels, from direct sales teams to resellers
• Provide participants with opportunities to explore their responsibilities within their role as a leader (supervisor or manager) in a customer service environment

The course is designed for primarily for Sales/Marketing Managers but some sections with also apply to Distribution, IT, Pricing/Revenue Management and other commercial specialists such as Network and R&D Managers.

• Examples of best practise in establishing the optimum Sales network to maximise potential sales in each of the airlines regions
• Evaluating various distribution methods across all markets
• Managing the relationships with traditional agencies and OTA’s
• Setting of incentive programs and commissions
• Evaluating the effectiveness of the sales network, both direct and third party
• Establishing the required data and systems to support the Sales function
• Setting of KPIs for regions/individuals and monitoring the effectiveness in meeting objectives
• Strategies for creating system wide or regional promotional strategies
• Methods for working with Pricing & Revenue Management to target promotional activity in low demand period while protecting higher demand
• Establishing an effective decision support process with well informed, action based, reports and meetings
• Workshops to facilitate the creation of new ideas and strategies that may be implemented