Transcript ITAA AGM March 2011

Marc Thornton
DTA Marketing
“providing vision and direction for our
client’s profitable growth”
1
Marc Thornton
•
•
•
•
•
•
•
•
AIB
Deloitte
Securicor
Superquinn
DTA Marketing
IHI - Fellow
MII – graduate
Golf, golf ..
• 300 firms
• Train 2000+ annually
2
Agenda
• Type of training
delivered by MT and
goals
• Importance of training
and challenges
• Noticed changes and
challenges
• Learnt from the
training
• Case studies
• Suggested ideas to
improve performance
based on training
3
Training
•
•
•
•
•
•
Open
In company
One to One
Certificate
Marketing, Sales and Customer Care
Mystery Shop (before and after)
4
Why train?
•
•
•
•
•
New staff
Old staff
Improve performance
Increase standards
Increase sales
•
•
•
•
?Targets?
?Staff informed?
?Weekly meetings?
?Staff suggestion
Boxes?
• ?Product knowledge
training?
• ?Reward systems?
5
6
7
Keep them sweet
- they’re worth a fortune!
Marc Thornton
9
10
• Where Now?
• Where going?
• How get there?
• Marketplace analysis
• SWOT & Market
research
• Objectives &
strategies
• Marketing activities
• Budgets/controls
11
Internal
Strengths
External
Opportunities
Threats
Weaknesses
12
13
• Try existing products (competition)
• Listen to friends (W.O.M.)
• Observe promotional activity
• Samples
• See our marketing efforts
14
- What is yours??
- Do your staff know??
- Do your customers know??
- Is it clear in your communication or
marketing??
- Is it important??
15
Madness
“Continuing to do
what you always did
and expect a different
result”
16
Noticed about Travel industry!
•
•
•
•
•
•
•
•
Changing from order takers to sellers
Poor quote style
Little follow up to quotes (systems)
Staff don’t ask for the order
Elephant in the room not discussed!
Poor price imagery – “from”....
Windows – “OFFERS” ???
Modest training – once offs?
17
Learnt from Training
•
•
•
•
•
•
Need follow up or forget
Must measure before and after
Management need to be involved
Management should attend the training
Team meeting and share ideas
If management don’t care why should staff
18
19
20
21
Budget – top 10 ideas - FREE
•
•
•
•
•
•
•
•
•
•
Esurvey
Esignature
Direct marketing
Ezine
Powerpoint presentations
KIT
Ecards
Flyers
PR
Networking
22
23
24
25
26
Top 10 selling tips
•
•
•
•
•
•
•
•
•
•
Body language
Prepare / know company
Empathy
Sales message
People Buy people first
Benefits not features
Listen – probe – 2 ears , 1 mouth
Keep In Touch
Trial close
Ask - tell why!
27
Suggestions!
•
•
•
•
•
•
Motivate your team - big and small targets
Product knowledge audit – test 1,2,3,
Mystery Shop before new training and after
Self Training - share
Be fair - update technology / conditions
Support their ideas – windows, signs, ezines
28
• I’m the person who goes into a restaurant, sits down
patiently and waits while the waiter or waitress does
everything but take my order.
• I’m the fellow who goes into a store and stands quietly
while the counter staff finish their little chit-chat.
• I’m the man who drives into a service station and never
blows his horn but waits patiently while the attendant
finishes reading his book.
29
• Yes, you might say I’m a good guy. But do you know who
else I am?
• I’m the fellow who never comes back and it amuses me
to see you spending thousands of Euro every year to get me
back when I was there in the first place…….
• And all you had to do was show me a little courtesy!
30
“Winning Lifetime Customers”
Book on Marketing and Customer Care
•
•
•
•
•
•
Marc Thornton
Managing Director
DTA Marketing
01 6610022
[email protected]
www.dtamarketing.ie
31