With the focus on financial performance and key performance metrics it’s all too easy to forget that without a customer we’d have nothing to measure. That’s why…
We developed our Marketing in Practice course to help people in business get back to the basics of knowing what they offer, why they offer it and to whom they are in business to serve.
Our business marketing course has been designed to offer practical help to any leader responsible for serving existing and attracting new customers. This practical approach encourages you to review the attractiveness of your proposition for your target customers.
Marketing in Practice Modules
Marketing in Practice consists of six modules providing high quality business marketing training to strengthen the competitiveness of your business.
Without a compelling proposition you have nothing with which to attract and convert new customers. Understanding how your proposition and how it fulfils your customers’ needs is vital. This module will help you to:
- Create a differentiated customer proposition
- Target the customers who matter most to your business
- Understand the importance of competitive differentiation
Who Are Your Customers?
A business can only survive with the right sort of customers. It makes sense to get to know their needs better and make sure you’re targeting and looking after the right ones. This module will highlight the importance of:
- A ‘reverse proposition’ in finding customers who fulfil your needs
- Assessing the future potential of your existing customers
- Aligning your resources and efforts for maximum reward
Uncovering Your Potential
Every business has potential, however very few attempt to quantify it such that it can be targeted. It is the biggest growth opportunity and usually sits within existing customers and known prospects. In this module we’ll help you to:
- Recognise the importance of assessing the source of your potential
- Locate and assess the potential from your existing customers
- Install the disciplines to maintain your future focus
Lifetime Customer Value
With a few exceptions, most businesses believe they are pursuing a customer base that is loyal and long-standing. In reality, few companies translate Lifetime Customer Value into a business priority. In this module we’ll:
- Reconfirm the financial attraction of Lifetime Customer Value
- Help you to generate value through engagement with your people
- Recommend ways of engaging you and your team to take ownership for the priority
Budget vs Investment Marketing
Assessing investment should not only focus on future priorities but also on the returns from existing activities. Refinement in the latter can help to fund investment in the former. In this module we’ll help you to:
- Identify where, and on what, your existing investment is focused
- Assess existing and future investment priorities and proposals
- Understand the need to reconcile customer activity with financial performance
Innovation & Creativity
Customers seek stimulation over satisfaction. If they’re not getting it, they’ll find someone new. Innovation and creativity is key to differentiating your customer experience. In this module you’ll understand the importance of:
- Unlocking the creative talent of your team to contribute beyond the day job
- Embedding innovation & creativity as part of your daily routines
- Your role in galvanising and supporting the creative change agenda
“The purpose of business is to create and keep a customer.” Peter Drucker.
To embed new learning, build confidence and bring about behavioural change, each module contains practical work-based assignments and each learner is supported by their own business coach.
Classroom and forum for
Assignments and workbooks for offline working
Business Coaching to experiment and embed new learning