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The best way to succeed in today’s fierce competitive market place is to win at every location (Retail outlet) that has been identified as the smallest manageable unit. A territory cluster portrays the picture of countrywide field sales operation that determines the success of your organization. The participants will be taken through the process of developing a Territory Strategy document (Territory Operations Plan) from which they will be able to assess their current market coverage, identify gap areas (Internal and External), and develop a comprehensive operational plan to harness the maximum market potential.

This practical two days’ workshop will build a perspective from concept to operational needs in field management to effectively win at every point of purchase and achieve the competitive advantage by better retail coverage through a logical mapping and sequencing of outlets.

Intended Audience:
  • Middle Management (Sales)
  • Supervisory Level (Sales)
12Duration of Course:
  • 2 Days (16 hours)
  • To understand the role of an order booker in his territory
  • To create a focus on coverage and productivity
  • To balance truck loads according to distance and outlets to be covered
  • To bring a uniform structure to the sales and delivery system
  1. Understanding Territory Management
    • Defining Territory Management
    • Sales territory design
    • Distribution and Channel Network (Flow of Product)
    • Criterion for Territory Design
    • The Planning Role
      • Resource Allocation
      • SWOT Analysis
      • Parameters:
        • Time management
        • Outlet mapping
        • Territory route plan
        • Territory realignment
        • Basic math (Calls/day/coverage)
        • Break-even-Analysis
    • Exercises (Building PJP)
    • Homework (Territory Operations Plan)
  1. Territory Planning & Implementation
    • Territory Management Planning Model
    • Territory plan implementation
    • Financial implications
    • Territory management issues
    • Performance management (DEED – Delivering Effective Execution Daily)
  1. Extending reach through “Route To Market (RTM)”
    • RTM Strategy (The Quadrant Model)
    • Indicators for profitable coverage
    • Indicators for Unprofitable coverage
    • KPIs for RTM partners
    • Understanding your customer’s business needs
    • Break-even analysis




People shop to satisfy their needs through product benefits and not product features. It becomes essential in getting the sales that we transform the features into benefits and then link them to customer needs. Using a structured approach in selling first helps in understanding the true needs and then prepares us in building options to satisfy them. Getting results through selling is always a preferred option than getting into an expensive negotiation situation. This program helps in enhancing productivity through following a simple selling structure. It identifies the major steps involved in any selling situation and then helps in building a compelling case. During this workshop, all participants will get many opportunities to generate new ideas and practice them in a role-play situation in order to improve their sales call.

Intended Audience:
  • Supervisory Level (Sales)
  • Field Force (Sales)
22Duration of Course:
  • 1 Day (8 hours)
  • To make an Effective Sales Presentation
  • To Improve your Call Rate Productivity
  • To maintain optimum stock inventory at Trade Outlets
  • To achieve improved width & depth through merchandising
  1. Objectives of a sales person
  2. Daily routines (Personal appearance etc.)
  3. Selling System –  Tools and Process
  4. Customer needs, features, benefits
  5. Steps of the Sales call – 7 steps selling process
    • Preparation
    • Opening and Closing the call
    • Store check
    • Sales Presentation
    • Close & Document
    • Merchandising
    • End and evaluate
  6. Handling objections
  7. Field implementation of the system (Action Planning and Role Plays)




High performance teams are a result of a concerted effort by team members and their leaders. They never happen due to a co-incidence. Their success can always be attributed to an effort made by someone in responding to the individual’s developmental needs in maximizing the potential available and achieving results. Line managers who invest their time in coaching their teams not only get more time to do strategic thinking, but also grow in their career through developing their successors. Managers need to understand the process of supporting their teams for consistent high performance.

This program will support line managers in identifying learning opportunities and providing support to their teams. It will help them understand a systematic approach in providing formal and informal coaching for improving their skill levels.

Intended Audience:
  • Middle Management
  • Supervisory Level
20Duration of Course:
  • 1 Day (8 hours)
  • To enhance the execution capability of teams in the field
  • To increase team spirit and develop people
  • To inculcate an effective feedback process
  • To unify employees working habits
  • To implemented processes uniformly
  1. Manager as a coach
  2. All about the coaching system
  3. Benefits and barriers
  4. Differentiation between coaching and teaching
  5. Making coaching work “at work” (Coaching Conversation)
  6. The STEER Model
    • Spot the opportunity
    • Tailor it
    • Explain and Demonstrate
    • Encourage
    • Review
  7. Dos and Don’ts in Field Coaching
  8. The Field Coach and the Senior Field Coach
  9. Questioning Techniques
  10. Effective Listening Techniques
  11. Giving Feedback and Constructive Criticism




Each competency will be discussed in detail with the learning department for expected outcome and deliverables. A detailed workbook based on the competencies will be developed which will explain each competency and how one can identify the parameters from the foundation level to achieve world class level.

Intended Audience:
  • Senior Management
  • Middle Management
7Duration of Course:
  • 1 Day (8 hours)
  • To understand the meaning of a competency
  • To understand the contribution of leadership competencies in growth of an organization
  • To understand principles of organizational transformation
  • To develop methods and frameworks to build leadership capacity
  1. Performance management
  2. Importance of competencies
  3. Impact of competency at work and on organizational system
  4. Importance of competencies for building leadership
  5. Competency Development for Leadership and organizational growth
  6. Activity
  7. Leadership profile (Sample Competencies)
    • Leadership & Vision (1st Competency)
    • Entrepreneurship (2nd Competency)
    • Interpersonal & Commitment (3rd Competency)
    • Teamwork & Collaboration (4th Competency)
    • Performance management (5th Competency)
    • Stakeholder Management (6th Competency)
    • Ethics & Responsibility (7th Competency)
    • Financial & Operations Management (8th Competency)
    • Creativity (9th Competency)
    • Continual Improvement (10th Competency)
    • Community Services (11th Competency)
    • Compliance (12th Competency)
  8. Concluding remarks, action planning and wrap-up




This workshop focuses on defining your distribution strategy and differentiated services that must be provided to the trade for becoming a preferred partner. New channels and formats will continue to evolve and based on the channel strategy we need to continuously focus on the channel priority needs and support them accordingly. This challenging market situation will require a network capable of delivering company growth objectives.

In line with future trends, next generation business partners will have to provide a stronger execution support and integrate enabling technologies to manage information and supply chain requirements to satisfy the customer needs more efficiently. Their organization structures will continue to evolve for better alignment in providing retail channels with tailored support and a communication interface with the company. Our role will be to help them in getting ready for the future.

Intended Audience:
  • Middle Management (Sales)
15Duration of Course:
  • 2 Days (16 hours)
  • To understand the B2B relationship concept
  • To understand business dynamics and becoming a consultant for your business partners (distributors)
  • To build a foundation for generating healthy ROI amongst other parameters
  1. Role of a Distribution Manager
  2. Distribution Objectives
  3. ‘Route to Market’ Strategy
  4. Managing Trade Partnerships (Customer Business Plan)
    • Selection of a Business Partner
      • Selection Standards for next generation Distributors
      • Interviewing and Negotiating the contract
      • Managing the Business Partner
      • Performance Parameters
        • Financial/Business Strategy
        • Warehousing
        • System & People Structure
        • Skills
      • Setting Resource Standards (Inventory & Investment -Exercise)
      • Customer Business Plan (CBP)




Product merchandising refers to the communication support provided to a brand to stimulate sales. Merchandising acts as a silent sales man in influencing the shopper’s mind and assists him in taking a rational decision in favor of the merchandised product. Merchandising is all about attractive and outstanding displays on the shelf in addition to being used as an effective communication tool. When looked at closely from a category perspective, it can be seen that a role brand plays in an outlet is very much a science. This program will bring a structured approach towards shelf management, product display and visibility drives.

Intended Audience:
  • Supervisory Level
  • Field Level
10Duration of Course:
  • 2-3 Days (16 – 24hours) with field visits to implement planograms
  • To attractively display products and related brand messages
  • To have the right products available and visible at the right outlets
  • To support Trade in maintaining shelf space (Understanding tools of the Trade)
  • To use merchandising tools (posters, banners etc.) effectively
  1. Merchandising objectives
    • Category understanding
    • Shopper Understanding
    • Difference between consumer & shopper
    • Merchandising for shoppers
    • Field visit
  2. Shopping zones
    • Orientation zone
    • Transition zone
    • Impulse Zone
    • Destination zone
  3. AVA Principle (Availability, Visibility, Affordability)
    • Hot and Cold Zones
    • Category tree Understanding
    • Making a Plan-o-gram (Product space and location)
    • Equipment and Signage
    • Builds competitive advantage (Data management)
  4. Product Display Principles
    • Field visit
    • Product display principles 1-4
    • Benefits to consumer & retailer
  5. POS Material Usage
    • Material types
    • Creative usage
    • Creating utility- Providing a shopping experience




Consultative selling is a selling technique in which the salesperson acts as an expert consultant for his prospective customers. Advising the best possible solution for their customer is as important to them as meeting their own sales goals. In consultative sales, the salesperson gains knowledge about his customers’ business and needs before making his sales pitch.

Intended Audience:
  • Middle Management
  • Supervisory Level
3Duration of Course:
  • 2 Days (16 hours)
  • To explain the difference between consultative and conventional selling approaches
  • To be able to describe the 6 steps of the consultative selling cycle
  • To practice consultative selling
  1. Introduction to the workshop
    • What and why use consultative selling?
      • Conventional selling vs. consultative selling
      • Why consultative selling?
      • Consultative selling principles and cycle
    • Getting your customer’s attention
      • Preparing to sell
      • Identifying prospective customers
      • Approaching prospective customers
    • Arousing your customer’s interest
      • Customer’s three stages of needs
      • Moving the customer up to the highest stage of needs
      • Changing customer’s existing vision
  2. Creating a desire to buy
    • Exploring options
    • Creating a desire to buy
  3. Negotiating and dealing with objections
    • LAPACT – Objection handling tool
  4. Closing the deal
    • Closing techniques
    • Common types of objections and how to deal with them
    • Close an unsuccessful sale
  5. Checking customers’ satisfaction
    • Why check customers’ satisfaction?
    • Some methods to check customers’ satisfaction
    • Follow-up
  6. Concluding remarks, action planning and wrap-up




The development of on-going customer relationships is key to any successful organization. Unless negotiations achieve a win-win outcome, it is likely that such relationships will break down over time. This training will demystify the process and the underlying core skills of effective negotiation. It will give participants the knowledge, skills and confidence they need to become effective negotiators.

Intended Audience:
  • Middle Management
  • Supervisory Level
21Duration of Course:
  • 2 Days (16 hours)
  • To build confidence and skills to achieve mutually acceptable outcomes
  • To enable development of key skills to operate effectively in negotiation situations
  • To promote the benefits of using a professional model to develop a negotiation strategy
  • To provide important tools, techniques and tactics for use in negotiation situations
  1. Understanding Negotiations
    • Difference between Negotiation and Selling
    • Recognizing when to Negotiation
    • The Aim of Successful Negotiation
    • Planning the Negotiation
    • Exercise
  2. Negotiation Structure
    1. Stage 1: Preparing Commercial Proposition
      • Preparation
        • Issues
        • Objectives
        • Priorities
        • Common grounds
    2. Stage 2: Probe
      • Power Analysis
      • Cost benefit analysis
      • Flexible Bottom lines
    3. Stage 3: Shopping List/Variable
      • Understanding the variables
      • Exercise
    4. Stage 4: Negotiation See-Saw
      • Sales Pitch
      • Trade off
      • Sources of Power
      • Handling Deadlocks
      • Exercise
    5. Stage 5: Close
      • Gaining agreement and building partnership
      • Review
  3. Negotiation tactics
    • Behavior analysis
    • Interpersonal styles
    • Negotiation tactics and there implications
    • Sample Role plays (Handling Customers/Suppliers)
  4. Concluding Remarks, Action planning and wrap-up
  5. If role plays of all the participants are required then we need to add 3rd day




Persuasive communication is an effective way to get your message across with maximum results. It is important in many facets of work such as giving job instructions, negotiations, training & coaching. This program will take participants through the theory and techniques behind communication and will teach them how to get maximum value by using result oriented, persuasive communication techniques.

Intended Audience:
  • Middle Management
  • Supervisory Level
11Duration of Course:
  • 2 Days (16 hours)
  • To develop a basic understanding of principles and techniques of communication
  • To differentiate between communication and persuasive communication
  • Using the listening skills to ask the right questions
  • To develop participants message delivery skills
  1. Nature of communication
    • What is communication?
    • The elements of communication
    • Factors influencing communication
    • Forms of communication
    • Communication channels
  2. Behavioral Awareness
    • Behavioral styles (DISC Model)
  3. Delivering effective presentations
    • Structure of a presentation
    • Preparing effective presentation
    • Presenting effectively & use of visual aids
    • Handling questions
  4. Listening & Questioning Skills
    • Art of Listening
    • Questioning Skills (Funnel Technique) 
  5. Job instructions and feedbacks
    • Giving job instructions
    • Giving and receiving feedback
  6. Conducting effective meetings
    • What is an effective meeting?
    • Meeting attendants
    • Skills needed to chair meetings
    • Handling difficult situations
    • Common tools for chairing meetings
  7. Concluding remarks, action planning and wrap-up




In this information age, we are continuously processing tons of data due to the sheer ease and availability of technology. We analyze, evaluate and take countless decisions each day. Whether it is a matter of managing our budget, time or selling to a customer, you need to have a clear understanding about the impact of your decisions on your performance and other members with whom you interact. The quality of your data will determine the quality of your decisions that are directly linked to results.

This program is structured around field operations and will help in building analytical skills for deeper understanding of the situation and enhancing performance in field sales operations.  Basic mathematics plays a major role in our life. In this workshop, you will work with some of the statistical tools that are used in every day work environment and can be easily applied in different situations for the evaluation of key performance indicators.

Intended Audience:
  • Senior Management (Sales)
  • Middle Management (Sales)
14Duration of Course:
  • 1 Day (8 hours)
  • To train attendees to effectively utilize resources while achieving sales targets
  • To get higher returns on investments (ROI) from business partners
  • To develop profitable business plans for business partners
  • To build high performance teams
  1. Understanding the Business Environment
  2. Field Operations
  3. Sales Strategy Development: Analyze what (TOP—Territory Operations Plan)
  4. Tools for Effective Sales Planning
  5. Calculating The Market ECD (Estimated Consumer Demand)
  6. Open Ended Questioning Technique
  7. Close Ended Questioning Technique
  8. Potential Estimation
  9. Sales Forecasting
  10. Planning Cycle
  11. Business Planning Process
  12. Sales Data Management
  13. Sales Data Collection Architecture
  14. Category Tree Management
  15. Forecasting Techniques
  16. Qualitative Analysis
  17. Quantitative Analysis
  18. Understanding Statistical Analysis
  19. Statistical tools for field sales
  20. Least Square method
  21. Time Series Analysis
  22. Z Chart




This practical two days’ workshop will build a perspective from concept to the operational needs in Strategic Sales management to effectively win with every customer irrespective of the product category or industry. Ultimately, it is the customers who will decide if your organization cares enough and does enough to maximize the value to them. For the organization, though, this requires a paradigm shift towards building and maintaining customer focus from a strategic level down to where direct interaction with the customer takes place.

This two-day program will provide you that holistic approach towards assuring that you and your business partner grow together and build on to the long term sustainable business model.

 Intended Audience:
Duration of Course:
  • 3 Days (24 hours)
  • Improving and getting higher return on investment (ROI) for your organization
  • Strategically plan the geographic areas for maximum profitability
  • Developing a strategic business plan for your sales organization
  • Bringing uniform structure and evaluate through the system
  • Building a high performance team
  • Improving the ROI of your business partner by developing a profitable business plan (Next level)

1. Understanding Strategic Sales Management Concept

  • Strategic framework- The three horizons
  • Linking business strategy with sales strategy
  • Implementing Strategy through the 7S Model
  • (Strategy; Structure; System; Skills, Staffing & Style of Mgt.)
  • Project Assignment

2. STRATEGY Development

  • Predicting the future – Environmental Scan
  • Market potential analysis
  • SWOT Analysis
  • Balanced Score card (Strategy document format)

2a. Introduction to Distribution Channels

  • Geographical analysis
  • Sales/Category Analysis (Potential Assessment)
  • Channel strategy process
  • Channel differentiators

3. STRUCTURAL Alignment

  • Route to market
  • Cost to serve vs potential
  • Case Study

3a.  Extending reach through “Route-To-Market (RTM)”

  • RTM Strategy (Quadrant Model) Concept
  • KPIs for RTM partners
  • RTM Management Structural Alignment
  • Understanding and Breakeven analysis & ROI

4. SYSTEM & Performance measures (Getting Organized)

  • Managing the information
  • Analysing the information
  • Productivity measures DEED (Deliver Effective Execution Daily)
  • Building the Dashboard Exercise

5. SKILLS Development

  • Job Description & skills dictionary
  • Skills gap analysis
  • The coaching system
  • Learning style


  • Challenges in recruitment (Developing JDs)
  • Competency based interviewing techniques
  • Questioning technique
  • Induction program

7. STYLE of Management

  • Role of a leader Manager
  • Role Definition
  • Directing
  • Communicating
  • Coaching
  • Administration

8. Presentations & Action planning






Customers (Trade) are interested in their growth through category expansion rather than volume increase in any definite brand. Category expansion is possible either through greater customer traffic in the outlet or increasing the incidence of shopping from that specific category.

Customers understand the language of category and this program provides the process as a key input in managing categories through the trade. It effectively links the concepts to the field communication for an effective in-store implementation. The program has been built around the “Uni-Harris” model that provides a framework for its practical application.

 Intended Audience:
  • Middle Management
  • Supervisory Level
13Duration of Course:
  • 3 Days (24 hours)
  • Understanding the category platform as a tool for winning at the POP (Point of Purchase)
  • Building the logic and providing expert advice using the customer language
  • An approach that is successful each time for taking any new initiative in the outlet
  • Techniques for influencing the shopper
  1. The principles of Category Management:
    • What is category Management and What is its impact?
    • National Category Strategy
    • The consumer and The shopper
    • Defining and segmenting a category
  2. Creating Profitable change in the Category
    • Success through POP Management
    • Category assessment
    • Assortment
    • Price
    • Promotions
    • Merchandising product supply
    • Company’s Opportunity Identification
  3. The customers Perspective
    • Retailer’s Financial Measures
    • The Customer Decision Making Process
  4. Category Strategies
    • Housekeeping
    • Consultative Selling Structure
    • Category Tactics -Developing Category Based Customer Arguments
      • Category-Selling Business Game & Role Plays
      • Category Readiness Self-Assessment
      • Category Agenda Planning
      • Field visit
  5. Category Tactics
    • Housekeeping
    • Structured Analysis
    • Structured Selling
  6. Plan Implementation
    • Key Course Learning’s (Debrief of category strategies)
    • Category Readiness Self-Assessment
    • Category Agenda Planning
    • Action Planning
    • Course Review and Close




In today’s dynamic retail environment, we need to recognize the importance of reaching consumers wherever they shop. The growth of retailing and transformation of the store experience are all driving the companies to look for more creative ways to reach new and existing customers to maximize their performance across retail channels. Multi-channel capabilities are the key to success in today’s retail environment

This workshop focuses on understanding a Channel strategy and building a clear roadmap for the strategy implementation. The aim is to look at different channel outlets, identify the discriminators and club together those entire outlets into different channels that have similar characteristics. The aim is to identify the level of opportunity available and effective deployment of people and resources to maximize the business results.

Intended Audience:
  • Senior Management
  • Middle Management
9Duration of Course:
  • 2 Days (16 hours)
  • Understanding what is a channel strategy
  • Identifying the channels for growth opportunities
  • Developing the channel reach strategy
  • Tools for implementing the channel strategy
  1. Strategic Role of an Outlet
  2. Need for a Channel Strategy
  3. Identifying Channels
  4. Framework
  5. Understanding the buying behaviors
  6. Market visit
    • Key Process:
      • Brand Objectives
      • Channel Knowledge
      • Defining Channels
      • Assessing Channel Opportunity
      • Channel Prioritization
      • Reach Strategy
      • Channel Implementation Plans
  7. Servicing the Outlets in the Channels
    • Outlet classification (Volume/size/Market etc.)
    • Decision flexibility
    • Brand Activation Opportunity
    • Merchandising opportunity
    • Space Availability
    • Plan-o-grams
    • Merchandising opportunity




Increasing workplace productivity specifically refers to how efficiently and effectively an organization of any shape or size can turn its inputs, such as labor and capital, into outputs, such as products and services. Improving workplace productivity is not about working harder but about working smarter. It involves continuous innovation and improvement in all aspects of the firm’s management and operations in order to deliver sustainable competitive advantage.

This program is structured around identifying techniques in building high performance teams and increasing the sales performance of sales force.

Intended Audience:
  • Middle Management
  • Supervisory Level
 16Duration of Course:
  • 1Day (8 hours)
  • To identify techniques to build high performance teams
  • Improvement in daily sales productivity
  • To help attendees in prioritizing tasks according to their importance
  • To introduce the team to quantitative performance measurement via KPIs
  1. Understanding Personal Effectiveness
    • Understanding your Leadership Model
    • Increasing Efficiency
    • Achieving Personal Effectiveness
  2. Prioritizing your work
  • Approaches for work scheduling
    • The 80/20 Rule (Pareto Principle)
    • The Time Management Matrix
  • The art of saying NO to Unnecessary tasks
  • Your role in business planning
  • Achieving Objectives/Targets
  • The objective setting process
  • Making Objectives SMART
  • Managing Performance
  • Performance Measurement Tools
  • Territory Scorecard
  • Weekly Meeting Planner
  • Monthly Meeting Planner
  • Concluding Remarks, Action Planning and Wrap Up





This workshop will provide a comprehensive overview of sales team management, covering the fundamentals of building high performance teams. A mix of motivational and management techniques and leadership practices have been captured to manage consistent performance from all the team members.

Coaching Tools and taking a system approach for team development will help in maximizing your sales results, productivity and performance.

Intended Audience:
  • Middle Management
  • Supervisory Level (Territory / Area Supervisors)
5Duration of Course:
  • 1 Day (8 hours)
  • To understand when to use Reward and Recognition effectively
  • To help attendees with planning their career growth
  • To increase team’s motivation level
  • To highlight the need of On-the-Job Team Coaching based on identified gaps
  • To equip attendees with the understanding of how to build high performance teams
  1. Goals
    • Performance planning
    • Coaching conversation
    • Psychometric test (Learning style)
    • Goal setting (Based on your TOP and CBP) – Pre-work
    • Syndicate exercise/activity
  2. Personal Capabilities
    • Competencies required / Link
    • Performance Standards
    • System approach to questioning technique in coaching
    • Feedback process
    • Group discussion
  3. Career Development
    • Becoming a service center
    • Action Planning to live the career
    • Development plan




There will always be a few major customers that are strategic in nature and the organizations must retain them to pursue their growth strategy. They may or may not contribute the most in terms of volumes, profits or category portfolio but their total size, network, future plan or image etc. may be the decision making criterion. Companies look forward to expand their category volumes or target the right consumer/shopper profile to benefit in the long run and grow with them profitably. These customers are referred to as the key accounts.

This program is designed to equip you with the right strategies for managing these key accounts and better organize yourself with the relevant tools and techniques.

 Intended Audience:
  • Middle Management
  • Supervisory Level
 24Duration of Course:
  • 2 Days (16 hours)
  • To recognize that KAM is an organizational change, not a sales technique
  • To get high-level buy-in on KAM strategy
  • To help attendees identify their key accounts
  • To align your organization with the customer organization
  • To have a partnership approach with your strategic customer by carrying out joint process and product improvements with regular target measurements
  • To understand the needs and wants of your key accounts
  1. Formulating Account Strategy
  2. Developing the Profile
    • Exercise
  3. Understanding Your Role
    • Account manager – your role
    • Responsibilities of a Key Account Manager
    • Working in Cross-Functional Teams
  4. Key Account Management Orientation
    • What Is a Key Account?
    • Overview of Key Account Management: Business Perspectives and Trends; Customer Expectations
    • The profile of a key account
    • Selling and account management – the difference
    • Prioritizing – Who are the key accounts?
    • Creating an account plan, setting objectives and strategies for each account – focusing on the real needs
    • Developing competitive pricing strategies
    • Measuring account profitability
    • CRM strategies to add customer value and build stronger and more loyal relationships
    • Focusing on customer-driven measures
  5. Relationship Management
    • Identifying key decision makers
    • Influencing and negotiating with multiple decision makers
    • Utilizing ROI selling
    • Producing effective proposals
    • Setting specific goals and objectives for each meeting
    • Giving effective and skilful presentations and ensuring all meeting are productive
  6. Selling Your Plan
    • Suggestive selling
    • Consultative Selling
    • Collaborative selling
    • Plan Implementation and review




Branding is a marketing strategy that involves creating a differentiated name and image in your customers’ mind in order to develop loyalty with the brand. Marketing and Branding however does not come cheap and it is equally important to understand the nature of your market, its various segments and the expectations of the customers at each of those segments. This course will coach participants on this important area of marketing and make them understand the importance and value of creating differentiated products, targeting different types of channels uniquely and catering to their associated customer base.

Intended Audience:
  • Middle Management
  • Supervisory Level
8Duration of Course:
  • 2 Days (16 hours)
  • To market products effectively across various channels and customer segments
  • To increase ROI of marketing initiatives and gain a better understanding of the market
  • To optimize cost of promotions by pinpointing campaigns at the right customer profiles
  1. Introduction to Market Segmentation Concepts
  2. Market / Customer Profiling
  3. Segmentation Exercise
  4. Market Positioning
  5. Target Markets – Exercise
  6. Micromarketing Plans
    • Process
    • Analysis
    • SMART Objectives
    • Strategies & Plans
    • Targets
    • Execution
    • Monitoring & Review
  7. Creating a Marketing Plan (Homework Assignment)
  8. The 21-day test
  9. Wrap-up & Concluding Remarks




In the age of information technology, customer care isn’t just important to the health of a business, it is vital. Customers have most information regarding a service or a product available at their fingertips and have become accustomed to researching their decisions well in advance of making the purchase. Caring for the customer is designed for everyone in an organization; from managers to staff as customer care is a responsibility of every person in an organization. Attendees will also be equipped with the skill to identify both internal and external customers of an organization and provide them with techniques to serve them better.

Intended Audience:
  • Supervisory Level
  • Field Force
1Duration of Course:
  • 1 Day (8 hours)
  • To explain reasons for caring for customers
  • To define who the customers of an organization are
  • To apply techniques to serve customers better

Introduction to the workshop

  1. Understanding the importance of the customers
  2. Identifying who the customers are
    • External customers
    • Internal customers
  3. Learning what caring for the customer is
    • What is caring for the customer
    • The three pillars of customer satisfaction
  4. Managing for customer satisfaction
    • A cascade of quality
    • Roles of managers in caring for customers
    • Human factors in customer services
    • Implement customer care
  5. Concluding remarks, action planning and wrap-up




Understanding the content, scope and importance of marketing in any business is extremely important. As the marketing environment is always in a state of change, it is very important for organizations to continue to assess new opportunities that the changing environment presents. SWOT analysis has proven over time to be a very effective technique to allow organizations to discover and overcome their challenges. This workshop will show attendees how to effectively use the SWOT analysis technique to assess marketing opportunities and threats.

Intended Audience:
  • Middle Management
 23Duration of Course:
  • Half Day (4 hours)
  • To allow attendees to be able to analyze the marketing environment of their products / services
  • To learn to use the SWOT tool to identify strengths, weaknesses, opportunities, and threats related to your organization

Introduction to the workshop

  1. What is a marketing environment?
    • What is a marketing environment?
    • Micro marketing environment
    • Macro marketing environment
  2. What should companies do when the environment changes?
    • Reacting to a change in the marketing environment
    • SWOT
  3. Concluding remarks, action planning and wrap-up




In today’s hyper competitive world there are alternatives and multiple vendors available for every product and service. To be truly unique has become very difficult, yet it is competition without which innovation cannot survive. Organizations constantly have to bring new angles, strategies and innovations in their products and services to stay in the running. This workshop will explain different competition strategies and equip attendees with the techniques to understand, assess and develop the best competition strategy suitable for their organizations.

Intended Audience:
  • Middle Management
 17Duration of Course:
  • Half Day (4 hours)
  • To be able to understand and explain basic competition strategies
  • To enable attendees to devise various types of competition strategies
  • To assess and select a competition strategy suited best to their organization

Introduction to the workshop

  1. Basic competition strategies
    • Basic competition strategies
    • Some common risks when applying each strategy
  2. Competition strategies in marketing
    • Competition strategies in marketing
    • Implementation principles
  3. Concluding remarks, action planning and wrap-up




Positioning is a marketing strategy that aims to make a brand occupy a distinct position relative to competing brands in the mind of the customer. Any product or service oriented business needs to know where their offering stands in comparison to other competing products as well as what customer demographic they should appeal to, which channels are more suitable to their offering etc. This course will equip attendees with the basic knowledge and techniques required to understand the factors impacting market positioning and how to use them best to their advantage.

Intended Audience:
  • Middle Management
 2Duration of Course:
  • 1 Day (8 hours)
  • To make the participants understand the need of market positioning and segmentation
  • To enable the participants to critically analyze their current market positioning strategy
  • To know how to target your customer according to needs of that demographic

Introduction to the workshop

  1. Market segmentation and selecting a target market
    • Steps for market segmentation and selecting a target market
    • An explanation of each step
  2. Identifying core benefits
    • Maslow’s hierarchy of needs
    • How to apply it to consumers and corporate customers
    • Criteria to evaluate
  3. Writing a positioning statement
    • Why is there the need to write a positioning statement?
    • A form for a positioning statement
    • What constitutes a good positioning statement?
  4. Concluding remarks, action planning and wrap-up




A marketing mix is the set of actions and tactics that an organization uses to promote their offering in the market. It is very important to have a balanced marketing mix strategy as all the elements within the marketing mix (Price, Product, Promotion & Place) can influence each other. When executed properly, a great marketing strategy can take a company ahead by leaps and bounds. The same strategy if gone wrong, could cause a huge setback from which it would take the business years to recover. This course will give participants a look into the understanding, market research, and marketing / trade insight that is necessary to get the marketing mix strategy right.

Intended Audience:
  • Senior Management
  • Middle Management
25Duration of Course:
  • 1 Day (8 hours)
  • To enable participants to identify their marketing objectives
  • To introduce participants to the tools through which they can prepare their marketing mix

Introduction to the workshop

  1. Marketing objectives
    • SMART objectives
    • Commonly used marketing objectives
    • How to identify marketing objectives?
  2. Foundations to Guide the Marketing Mix
    • Close gap
    • The readiness status of customers
    • Product life cycle
    • Pull-Push strategy
  3. Concluding remarks, action planning and wrap-up




A product strategy defines the roadmap of a product starting from introduction, growth, maturity and then into obsolescence. Its importance is in the fact that it determines the direction of strategic planning and marketing functions of the organization. Not all products live forever, and in the face of constant change, the product strategy of an organization is not something that should be taken lightly. This course helps participants understand the product lifecycle, and introduces them to methods and techniques that guide them in implementing an effective product strategy.

Intended Audience:
  • Senior Management
  • Middle Management
 4Duration of Course:
  • 1 Day (8 hours)
  • To know when to develop new products
  • To understand the process of developing a new product
  • To make the participants understand common pitfalls of new product development
  1. When to develop a new product?
    • Compare the current product with its core benefit
    • Compare the current product with its marketing mix strategy
  2. How to develop a new product?
    • Levels of new product development
    • Mistakes which happen in new product development
  3. What is the process for developing a new product?
    • New product development process chart
    • New idea development
    • Packaging design
    • Testing – Product launch – Evaluation
  4. Concluding remarks, action planning and wrap-up




Product pricing is a very crucial aspect of marketing of any product or service. Market studies have shown that hitting the right price point is as important as other aspects of a product such as quality, packaging and specifications. Middle and Senior Management personnel need to master the content of this course in order to be able to make important decisions relating to the development and implementation of pricing strategies that are suitable to the marketing and business strategy of their company.

 Intended Audience:
  • Senior Management
  • Middle Management
6Duration of Course:
  • 1 Day (8 hours)
  • To understand the basic factors that determine product pricing
  • To equip participants with the knowledge of various types of pricing strategies
  • To make sure that participants know when, where and how to reduce / change product prices

Introduction to the workshop

  1. What are the basic factors in pricing?
    • Internal factors of the firm
    • External factors of the firm
  2. Basic pricing strategies
    • Pricing for innovative new products
    • Pricing for imitative new products
    • Pricing for the product-mix
  3. Adjusting a price
    • Discount – Allowance
    • Segment
    • Others
  4. Changing a price
    • When to decrease a price?
    • When to increase a price?
    • The reaction of relevant parties
  5. Concluding remarks, action planning and wrap-up




An insight is an accurate and deep understanding of any object or phenomenon. In business it is absolutely vital to have insights into the mind of your customers. The more your product or service appeals to prospective customers at a deeper level, the more likely you are to make a sale. Customer insights though very valuable, are not easy to come by, and if gotten wrong they can cause setbacks that take huge cost and efforts to recover. This course will equip participants with the necessary knowledge, practice and techniques to effectively extract customer insights and integrate those insights into their product strategies and service offerings.

Intended Audience:
  • Senior Management
  • Middle Management
 19Duration of Course:
  • 2 Days (16 hours)
  • To help the participants evaluate how well their company understands their customers
  • To teach the participants the principles and processes behind generation of consumer insights
  • To enable the participants to describe how to write a consumer insight statement and to evaluate whether it is a good insight
  • To enable participants to explain how to use consumer insights in brand positioning, product development and communications

Introduction to the workshop

  1. What is a “consumer insight”?
    • The concept of “consumer insight”
    • The role of consumer insights in business
  2. The principles and process of generating new “insights”
    • Four principles for understanding the consumer
    • The process for understanding consumers
  3. Gathering information
    • Information about consumers
    • Sources of information
    • Methods of collecting information
  4. Uncovering an insight
    • A thorough understanding of the information
    • Uncovering an insight
    • Evaluating an insight
  5. Using “Consumer Insights”
    • Relationship between an insight and brand positioning
    • Relationship between an insight and a new product
    • Relationship between an insight and an advertisement
    • Practice
  6. Concluding remarks, action planning and wrap up