|
COMMUNICATE >Training
Training is the first step. Without business development skills there is usually insufficient business.
Business development skills are the essential foundation upon which all marketing efforts rest. It is my belief that everyone can be taught marketing and selling because the most productive approach to both is an extension of basic client service skills: questioning techniques, research, analysis, planned approaches, sequential decision points.
Training reinforces the group sport aspects of personal marketing.
Training, which I define as teaching marketing in group sessions, is useful as a way to set the conceptual groundwork, encourage everyone to use personal marketing tools, and serve as a forum in which to practice marketing activities using role play and group feedback.
|
I suggest that clients adopt a program that includes:
training to reinforce the marketing message for everyone, and coaching to change the marketing behaviors of a selected group of people so that they can, in turn, serve as role models and coaches for their colleagues.
|
Training program components
- Smaller groups are better for role play – max of 20 people
- Combination of lecture, Q&A and role play
- Content usually reflects the client company’s goals and strategies
- Between session assignments reinforce the session topic by applying what was discussed to their life
|
