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1 Marc Thornton DTA Marketing “providing vision and direction for our client’s profitable growth”
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Marc ThorntonDTA Marketing
“providing vision and direction for our client’s profitable growth”
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Marc Thornton
• AIB• Deloitte• Securicor• Superquinn• DTA Marketing• IHI - Fellow• MII – graduate• Golf, golf ..
• 300 firms• Train 2000+ annually
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
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Training
• Open• In company• One to One• Certificate • Marketing, Sales and Customer Care• Mystery Shop (before and after)
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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?
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Keep them sweet - they’re worth a fortune!
Marc Thornton
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• Where Now?
• Where going?
• How get there?
• Marketplace analysis• SWOT & Market
research• Objectives &
strategies
• Marketing activities• Budgets/controls
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Internal External
WeaknessesThreats
Strengths
Opportunities
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• Try existing products (competition)• Listen to friends (W.O.M.)• Observe promotional activity• Samples• See our marketing efforts
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- What is yours??- Do your staff know??- Do your customers know??- Is it clear in your communication or
marketing??- Is it important??
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Madness“Continuing to do what you always did and expect a different result”
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?
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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
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Budget – top 10 ideas - FREE• Esurvey• Esignature• Direct marketing• Ezine• Powerpoint presentations• KIT• Ecards• Flyers• PR• Networking
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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!
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
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• 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.
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• 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!
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““Winning Lifetime Winning Lifetime Customers”Customers”
Book on Marketing and Customer Care
• Marc Thornton• Managing Director• DTA Marketing• 01 6610022• [email protected]• www.dtamarketing.ie
