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Sales and Marketing Course Modules

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Although marketing and sales differ greatly, they have the same goal; for participants to identify the needs and requirements of consumers and then persuade them that their products or services provide the benefits that they are looking for.

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A Brief Introduction to Networking

Time:
In total we estimate this exercise will take 40 minutes.

Aims:
• To have a clear definition of networking.
• To provide some simple hints and tips for networking.

About

Time:
The exercises in this module will take about 25 minutes to complete. In total, allowing for discussion, we recommend allowing 40 minutes to complete this module.

Aims:
• To have a clear definition of networking.
• To provide some simple hints and tips for networking.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
A simple introduction to networking that includes an aide memoire to help participants capitalise on networking opportunities.

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A Sign of the Times - Communicating Brand

Time:
In total we estimate this exercise will take 50 minutes.

Aims:
• To encourage participants to think about how and what they communicate to customers, using a slightly unusual perspective.
• To encourage participants to think about the language they use when communicating with customers.
• To show that all communication tells the customer something about the organisation, and that sometimes that’s not the intended message.
• To demonstrate how brand is affected by every piece of communication leaving the organisation.

About

Time:
The exercise in this module will take about 25 minutes to complete (but can be shortened if necessary). In total, allowing for discussion, we recommend allowing 50 minutes to complete this module.

Aims:
• To encourage participants to think about how and what they communicate to customers, using a slightly unusual perspective.
• To encourage participants to think about the language they use when communicating with customers.
• To show that all communication tells the customer something about the organisation, and that sometimes that’s not the intended message.
• To demonstrate how brand is affected by every piece of communication leaving the organisation.

Group Size:
This module is suitable for use with groups of almost any size (working in small teams of ideally fewer than 6 people).

Useful For:
Staff at all levels.

You'll Need:
In addition to the Sign of the Times cards provided, each team will need sheets of flipchart paper, marker pens and blu-tak. (You'll need to be able to fix the sheets to a wall when complete too.)

Notes:
This is a powerful exercise that really gets participants to think about the way organisations communicate. It is a useful addition to any customer service training but it is of particular use with groups that are responsible for brand and the way the organisation portrays itself to the outside world. This could be managers within the marketing department, branch managers, recruitment managers etc.

It is suitable for all types of organisation, including public and charitable bodies.

Please Note:
The Sign of the Times cards are a particularly large file (10mb) and may take a few minutes to download.

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An Alien Challenge - Getting the Questions Right

Time:
In total we estimate this exercise will take 45 minutes.

Aims:
• To demonstrate the importance of asking a mix of open and closed questions to gain a clear and accurate understanding of a situation.

About

Time:
The exercise in this module can be completed in about 35 minutes. In total, allowing for discussion, we recommend allowing about 45 minutes for this module.

Aims:
• To demonstrate the importance of asking a mix of open and closed questions to gain a clear and accurate understanding of a situation.

Group Size:
This module can be used with groups of between 8 and 24 participants.

Useful For:
Staff at all levels.

You'll Need:
• Teams will need to use a phone to communicate with you during this exercise.
• Break out space for each team to prepare their questions without being overheard.
• 4 plain envelopes to place the team briefs into.
• A copy of the Trainer Record Sheet for you.

Notes:
This can be a very useful exercise for sales people, or anyone who needs to select and ask great questions in order to effectively gather information.

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Benefits - Influence and Persuasion

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To help participants recognise the difference between features and benefits.
• To demonstrate the importance of identifying customer needs and selling to these.

About

Time:
The exercise in this module can be completed within 10 minutes. In total, allowing for discussion, we recommend allowing 30 minutes to complete the module.

Aims:
• To help participants recognise the difference between features and benefits.
• To demonstrate the importance of identifying customer needs and selling to these.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
Whilst this module has been designed with sales staff in mind, it is equally applicable to anyone who needs to think about how they influence others.

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Competitor Review

Time:
In total we estimate this exercise will take 60 minutes.

Aims:
• To encourage participants to look at competitors and what they are offering.
• To identify the benefits and unique selling points of the product or service participants sell.

About

Time:
The exercise in this module can be completed within 45 minutes. In total, allowing for discussion, we recommend allowing 60 minutes to complete the module.

Aims:
• To encourage participants to look at competitors and what they are offering.
• To identify the benefits and unique selling points of the product or service participants sell.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
Competitor brochures and Internet access.

Notes:
This is a simple exercise, but an important one. Most sales people understand the importance of knowing their own product, but they often have a patchy picture of their competitors' offerings. Participants will need access to the internet for this exercise.

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CRM - A Plan for Dune Races

Time:
In total we estimate this exercise will take 75 minutes.

Aims:
• To identify approaches and ideas that could be used in a Customer Relationship Management (CRM) strategy.
• To develop a strategy based on the information provided about Dune Races.
• To share ideas and thoughts about what makes an effective CRM strategy.

About

Time:
The exercises in this module will take about 45 minutes to complete. In total, allowing for discussion, we recommend allowing 75 minutes to complete this module.

Aims:
• To identify approaches and ideas that could be used in a Customer Relationship Management (CRM) strategy.
• To develop a strategy based on the information provided about Dune Races.
• To share ideas and thoughts about what makes an effective CRM strategy.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
A small prize for the winning team.

Notes:
This is one of a short series of modules that look at Customer Relationship Management (CRM) as a topic in its own right and is a useful follow on to 'Introducing CRM'.

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CRM - Using Data

Time:
In total we estimate this exercise will take 60 minutes.

Aims:
• To consider the importance of IT in a Customer Relationship Management (CRM) strategy.
• To introduce participants to predictive analytics and data mining.
• To consider how data can be used within the participants' organisation.

About

Time:
This exercise will take about 30 minutes to complete. In total, allowing for discussion, we recommend allowing 60 minutes to complete this module.

Aims:
• To consider the importance of IT in a Customer Relationship Management (CRM) strategy.
• To introduce participants to predictive analytics and data mining.
• To consider how data can be used within the participants' organisation.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This is one of a short series of modules that look at CRM as a topic in it's own right.

Further modules on this subject include Introducing CRM, Using Data and the practical exercise based A Plan for Dune Races, which builds on Introducing CRM.

This module looks at the use of data as part of a customer relationship strategy. Such use must take account of the implications of the Data Protection Act and privacy laws. www.ico.gov.uk is the Information Commissioner's Office website, which is a great source of information about privacy and data protection legislation.

Overseas customers - the Data Protection Act is UK legislation that governs the way customer data is collected and stored - you may have similar legislation to consider.

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Doctor in the House - Building Engagement in Sales

Time:
In total we estimate this exercise will take 75 minutes.

Aims:
• To help sales professionals recognise and understand the barriers they must overcome.
• To help participants plan a sales approach that is empathetic and engaging.
• To help participants plan a strategy that addresses customers concerns and quickly lets the customer know what’s in it for them.

About

Time:
The exercise in this module can be completed in about 55 minutes. In total, allowing for discussion, we recommend allowing about 75 minutes for this module.

Aims:
• To help sales professionals recognise and understand the barriers they must overcome.
• To help participants plan a sales approach that is empathetic and engaging.
• To help participants plan a strategy that addresses customers concerns and quickly lets the customer know what’s in it for them.

Group Size:
This module can be used with groups of up to 14 participants.

Useful For:
Anyone involved in sales, particularly telephone-based sales.

You'll Need:
• A flipchart and pens for each team.

Notes:
We’d like to thank Giles Smith of PGL Travel for his help developing this exercise, which was born on a Trainers’ Library Masterclass.

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Half Full? - Optimism and its Importance

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To encourage participants to consider their attitude.
• To encourage discussion around optimistic versus pessimistic outlooks.
• To recognise the impact that attitude has on performance.
• To enable participants to identify personal traits that might be holding them back.
• To encourage leaders to consider how they might deal with negative attitudes in their team.

About

Time:
The exercise in this module will take about 20 minutes to complete. In total, allowing for discussion, we recommend allowing 30 minutes to complete this module.

Aims:
• To encourage participants to consider their attitude.
• To encourage discussion around optimistic versus pessimistic outlooks.
• To recognise the impact that attitude has on performance.
• To enable participants to identify personal traits that might be holding them back.
• To encourage leaders to consider how they might deal with negative attitudes in their team.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This module provides an excellent opportunity, when working with a wide range of participants, to consider how attitude can impact on performance. Topics where the inclusion of a module looking at optimism/pessimism might be beneficial include:
• Managing change.
• Problem solving and decision making.
• Customer service.
• Selling skills.
• Leading a team.
• Strategic leadership.
• Communication skills.
• Planning and scheduling.

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Happy Holidays - An Exercise in Customer Service

Time:
In total we estimate this exercise will take 50 minutes.

Aims:
• To demonstrate the importance of exploring customers' needs through questioning, listening and checking understanding.

About

Time:
The exercise in this module will take about 20 minutes to complete. In total, allowing for discussion, we recommend allowing 50 minutes to complete this module.

Aims:
• To demonstrate the importance of exploring customers' needs through questioning, listening and checking understanding.

Group Size:
For this exercise you will need groups of 4 or 6. Where necessary make up the numbers by participating yourself. Where you have more than 6 participants, run the exercise concurrently in more than one place.

Useful For:
Staff up to team leader.

You'll Need:
Nothing other than the materials provided.

Notes:
This exercise can form a useful part of any training for those new to a sales role. It encourages participants to focus on the needs of the customer, rather than their own sales patter.

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Identifying Networks

Time:
In total we estimate this exercise will take 20 minutes.

Aims:
• To raise awareness of different networking opportunities.

About

Time:
The exercise in this module will take about 15 minutes to complete. In total, allowing for discussion, we recommend allowing 20 minutes to complete this module.

Aims:
• To raise awareness of different networking opportunities.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This is a useful follow on to "A Brief Introduction to Networking".

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Introducing CRM - Customer Relationship Management

Time:
In total we estimate this exercise will take 60 minutes.

Aims:
• To define and briefly explore the concept of Customer Relationship Management.
• To consider the types of data that helps organisations manage their customer relationships and where this can be found.

About

Time:
The exercises in this module will take about 30 minutes to complete. In total, allowing for discussion, we recommend allowing 60 minutes to complete this module.

Aims:
• To define and briefly explore the concept of Customer Relationship Management.
• To consider the types of data that helps organisations manage their customer relationships and where this can be found.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This is the first of a short series of modules that look at Customer Relationship Management (CRM) as a topic in its own right. In this first module we look at what is meant by CRM and why it is important. The exercise looks at information required in order to start planning a customer relationship strategy.

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Newspaper Sale - Improving Sales Technique

Time:
In total we estimate this exercise will take 50 minutes.

Aims:
• To provide an opportunity for sales consultants to practise 'selling'.
• To identify areas for improvement in the sales technique employed.

About

Time:
The exercise in this module will take about 30 minutes to complete. In total, allowing for discussion, we recommend allowing 50 minutes to complete this module.

Aims:
• To provide an opportunity for sales consultants to practise 'selling'.
• To identify areas for improvement in the sales technique employed.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Sales staff.

You'll Need:
A selection of local and national newspapers.

Notes:
This module provides a useful follow up to 'Overcoming Sales Blocks'. With experienced staff, you are likely to discover that despite what they identified in that module, they revert to describing features in this exercise, and spend most of the time talking, rather than listening.

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Overcoming Objections - An Exercise for Sales People

Time:
In total we estimate this exercise will take 75 minutes.

Aims:
• To identify common objections that participants face when trying to sell a product or service.
• To identify ways of challenging objections in a constructive way using open questions and persuasive statements.

About

Time:
The exercise in this module can be completed in either 55 or 75 minutes. In total, allowing for discussion, we recommend allowing 75 or 120 minutes for this module.

Aims:
• To identify common objections that participants face when trying to sell a product or service.
• To identify ways of challenging objections in a constructive way using open questions and persuasive statements.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
All sales staff.

You'll Need:
Nothing extra but access to a photocopier will be useful as you might wish to photocopy the best examples from the participants for distribution.

Notes:
This module consists of a practical exercise that builds on participants' real experiences. It is ideally suited to teams that naturally work together selling the same product or service, but can also be used with groups from different organisations. The module will help participants develop strategies for handling objections like, "We've decided it's too expensive for us", or "It's not for now but we might consider it in the future."

The module consists of two exercises. The second exercise is optional and may not be appropriate if time is short or if the same learning points will be covered elsewhere in your training.

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Overcoming Sales Blocks

Time:
In total we estimate this exercise will take 45 minutes.

Aims:
• To identify why potential customers don’t like receiving sales calls.
• To consider the skills that sales consultants will need to use to get their message heard by potential buyers.

About

Time:
The exercise in this module can be completed within 35 minutes if working with a group of 10-12 participants. In total, allowing for discussion, we recommend allowing about 45 minutes for this module.

Aims:
• To identify why potential customers don’t like receiving sales calls.
• To consider the skills that sales consultants will need to use to get their message heard by potential buyers.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Telesales staff.

You'll Need:
Nothing other than the materials provided.

Notes:
This module can be used as an effective introduction to telesales training. You are likely to discover that, having identified the skills they should be using, participants fail to actually apply these in practical ‘role-play’ or simulation type exercises, and instead slip into bad habits.

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Pitfalls and Trampolines - Call Centres and Telesales

Time:
In total we estimate this exercise will take 60 minutes.

Aims:
• To examine common problems/conundrums associated with call centres and telesales and discuss ways of overcoming these.
• To highlight and share best practices and tips for making calls successful.

About

Time:
This game can be played in about 30 minutes. In total, allowing for discussion and evaluation, we recommend allowing 60 minutes.

Aims:
• To examine common problems/conundrums associated with call centres and telesales and discuss ways of overcoming these.
• To highlight and share best practices and tips for making calls successful.

Skills and Behaviours Tested:
Telesales and telephone skills, customer service, communication skills, effective questioning, building rapport, creative thinking and problem solving.

Group Size:
In this exercise participants can play individually, although we recommend they play in pairs/small teams.

Useful For:
Staff at all levels.

You'll Need:
• A counter for every team.
• Dice.
• A 'Pitfalls and Trampolines' game board and a set of Pitfalls cards and Trampoline cards for each game in play.

Complete Game Packs are now available to buy from
Trainers' Market.

Notes:
Pitfalls and Trampolines is a fun board game. It can be used at any point within a training event, but is perhaps most useful as a tool for reviewing key learning points and for sharing knowledge and ideas.

Some of the cards may not be applicable to your participants so, before starting the exercise, review all of the Pitfalls and Trampoline cards and remove any that aren't relevant.

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Pitfalls and Trampolines - Telesales

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To examine common problems/conundrums associated with telesales and discuss ways of overcoming these.
• To highlight and share best practices and tips for making telesales calls successful.

About

Time:
This game can be played in about 30 minutes. In total, allowing for discussion and evaluation, we recommend allowing 60 minutes.

Aims:
• To examine common problems/conundrums associated with telesales and discuss ways of overcoming these.
• To highlight and share best practices and tips for making telesales calls successful.

Skills and Behaviours Tested:
Telesales, communication skills, effective questioning, building rapport, creative thinking and problem solving.

Group Size:
In this exercise participants can play individually, although we recommend they play in pairs/small teams.

Useful For:
Staff at all levels.

You'll Need:
• A counter for every team.
• Dice.
• A 'Pitfalls and Trampolines' game board and a set of Pitfalls cards and Trampoline cards for each game in play.

Complete Game Packs are now half price in
Trainers' Market, but only while stocks last.

A new version of the team game - Pitfalls and Trampolines - Call Centres and Telesales - is now available in Trainers' Library and Game Packs are coming soon.

Notes:
Pitfalls and Trampolines is a fun board game. It can be used at any point within a training event, but is perhaps most useful as a tool for reviewing key learning points and for sharing knowledge and ideas.

Some of the cards may not be applicable to your participants (for example, if your participants sell to non-business customers). Before starting the exercise, run through the cards and remove any that you don’t want to include.

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Questions and Selling Points

Time:
In total we estimate this exercise will take 60 minutes.

Aims:
• To generate a list of open questions that can be used during participants’ sales calls/meetings.
• To generate a list of unique selling points for the product or service that participants sell.
• To group these according to where they would most naturally be used in the sales process.

About

Time:
The exercise in this module can be completed in about 30 minutes. In total, allowing for discussion, we recommend allowing about 60 minutes for this module.

Aims:
• To generate a list of open questions that can be used during participants’ sales calls/meetings.
• To generate a list of unique selling points for the product or service that participants sell.
• To group these according to where they would most naturally be used in the sales process.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Sales staff.

You'll Need:
Post-it notes.

Notes:
This module provides a useful follow on to ‘Talking Brochure or Sales Person?’ and ‘Sales Call Analysis’.

It’s a practical module that will give participants a simple, yet effective tool to use in their future sales calls or meetings.

This module requires that participants are all involved in selling the same product or service and is not suited to open courses with participants from different organisations.

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Sales Call Analysis

Time:
In total we estimate this exercise will take 45 minutes.

Aims:
• To analyse a typical sales call and identify areas for improvement.
• To assess who does most of the talking in a typical sales call.
• To consider the importance of open questions in sales calls.

About

Time:
The exercise in this module will take about 25 minutes to complete. In total, allowing for discussion, we recommend allowing 45 minutes to complete this module.

Aims:
• To analyse a typical sales call and identify areas for improvement.
• To assess who does most of the talking in a typical sales call.
• To consider the importance of open questions in sales calls.

Group Size:
This module is suitable for use with groups of up to 15 participants.

Useful For:
Sales staff.

You'll Need:
• Recording equipment.
• 2 Stopwatches (available to buy from Trainers' Market).

Notes:
This exercise is a useful pre-cursor to training for existing telesales teams when your objective is to increase the amount of dialogue between the customer and sales person and to increase the number of open questions used.

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Snap! - Introduction to Networking Skills

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To build awareness of basic networking skills.
• To provide a model that will help participants get the most from their networking opportunities.
• To provide an opportunity for participants to practise their networking skills.

About

Time:
The exercises in this module will take about 20 minutes to complete. In total, allowing for discussion, we recommend allowing 30 minutes to complete this module.

Aims:
• To build awareness of basic networking skills.
• To provide a model that will help participants get the most from their networking opportunities.
• To provide an opportunity for participants to practise their networking skills.

Group Size:
This module is suitable for use with groups of any size.

Useful For:
Staff at all levels.

You'll Need:
One whole postcard per participant, plus a few spare ones. Select postcards with a variety of images: Countryside, coastal, historic buildings, modes of transport, animals etc.

Notes:
This module is a useful icebreaker for any networking event. It can also be used as an ideal follow-on to 'A Brief Introduction to Networking'.

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Something in Common

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To encourage participants to find things they have in common.
• To consider the impact on relationships of finding common ground.

About

Time:
The exercise in this module can be completed in about 15 minutes. In total, allowing for discussion, we recommend allowing about 30 minutes for this module.

Aims:
• To encourage participants to find things they have in common.
• To consider the impact on relationships of finding common ground.

Group Size:
This module can be used with groups of up to 15 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This exercise can be used as an icebreaker, and can provide a particularly powerful introduction to sales or negotiation skills courses.

It can also be used as an introduction to equal opportunities and diversity programmes, where it can be used to highlight a potential barrier to equal opportunities.

It can even be used to highlight one barrier to creativity and innovation within organisations.

This is a great exercise for building rapport between participants and is particularly useful with a group that do not know each other very well.

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Talking Brochure or Sales Person?

Time:
In total we estimate this exercise will take 30 minutes.

Aims:
• To identify how a sales person differs from a brochure.
• To highlight key skills used by ‘great’ sales people.
• For existing sales teams, to identify areas where the current approach could be improved.

About

Time:
The exercise in this module can be completed in about 15 minutes. In total, allowing for discussion, we recommend allowing about 30 minutes for this module if working with a group of 10-12 participants. It is therefore ideal as a topic specific icebreaker.

Aims:
• To identify how a sales person differs from a brochure.
• To highlight key skills used by ‘great’ sales people.
• For existing sales teams, to identify areas where the current approach could be improved.

Group Size:
This module can be used with groups of up to 15 participants.

Useful For:
Sales staff.

You'll Need:
Nothing other than the materials provided.

Notes:
This module provides trainers with a useful way of introducing sales skills training to those already in a sales role. It's a useful icebreaker to use to illustrate the need for change and to highlight areas for improvement.

It is also suitable for use with those new to a sales role.

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The 30-Second Sales Pitch

Time:
In total we estimate this exercise will take 45 minutes.

Aims:
• To give participants an opportunity to develop an effective 30-second sales pitch.
• To test the pitch for effectiveness.

About

Time:
The exercise in this module can be completed within 30 minutes. In total, allowing for discussion, we recommend allowing about 45 minutes for this module.

Aims:
• To give participants an opportunity to develop an effective 30-second sales pitch.
• To test the pitch for effectiveness.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Staff at all levels.

You'll Need:

• A stopwatch or timer.

Stopwatches can be purchased from Trainers' Market.

Notes:
This exercise can be used in sales training, or any training where you want to develop participants’ influencing skills.

For example, you might want to end a creative problem solving course by asking participants to develop a 30-second sales pitch for their favourite idea.

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