Masterclass in Direct Marketing & Sales In-House Training Course

Course overview

Direct marketing enables direct communication with customers, both present and potential, and sends them targeted marketing messages for subsequent successful sales. The ongoing evolution of the offline and digital channels and tools of Direct Marketing is becoming a new chapter of development and opportunities.

This Atton Institute Masterclass reveals how to develop and implement direct marketing campaigns that lead to outstanding sales results. This intensive training session helps you to build direct marketing campaigns that are efficient and cost-effective. You will study various best practices, techniques, insights and real-world examples of direct marketing and how to eliminate possible mistakes. Participants explore what brings real results in direct marketing and study a range of easy-to-implement successful tactics and consumer psychology principles to achieve the best outcome.

The Masterclass participants build a foundation of knowledge and skills around the concept of the strong relationship between Direct Marketing and Sales, and in doing so learn:

• All major forms of Direct Marketing and how to use the right ones
• Modern Direct Marketing praxis and how technology changes the game
• How to efficiently build Direct Marketing into the entire company strategy
• Methods and best praxis on how to make the Sales process effective
• Existing and future landscape of Sales and Direct Marketing

Who Should Attend

• Business Development
• Retail Sales Staff
• Sales Managers
• Marketing Managers
• Customer Service Personnel
• Marketing Personnel
• Business Owners
• Individuals who are looking for new insights in Direct Marketing and Sales

What will you gain

The Masterclass provides a solid foundation and professional expertise on the subject and gives you the self-confidence to:

• Understand the role of direct marketing within the company's overall marketing plan
• Plan and implement direct marketing campaigns with a structured methodology
• Create and implement objectives-driven marketing and sales promotion campaigns
• Find new ways to grow professionally using advanced direct marketing expertise
• Study and apply the principles of financial control over direct marketing campaigns
• Define the best Direct Marketing strategies to improve the Sales Process
• Utilize effectively a predefined marketing budget to achieve the highest possible results
• Possess knowledge on how to get the best outcome with the latest digital tools
• Create sustainable value for consumers and as a result increase your revenue stream
• Reveal new prospects due to the upsurge of your skills and professional growth
• Explore the most practical and valuable upcoming trends in Direct Marketing

Course content

• The fast look at the Direct Marketing & Sales and what it means for your Customers
  • Direct marketing – what it stands for and do we really need it?
  • Why not all marketing is direct
  • Key principles of direct - targeting, interaction, control and continuity
  • The impact of direct marketing - how it leads to fully accountable, real time marketing
• Advantages of direct marketing – perfect example of “win – win” strategy
  • Advantages for buyers – how to find efficient approaches to satisfy your customers
  • Advantages for sellers – valuable marketing channel you can't ignore
  • Underestimated potential of Direct Marketing and how to release it
• Forms of direct marketing – what to choose to outperform the competitors?
  • Mail order sales – old fashion still works!
  • Catalogue sales – reduce hassle and increase Sales
  • Telephone sales – stop irritate and start to help
  • TV sales – television turned into a new era, are you with it?
  • Sales kiosks – portion of creativity and competitors are behind you
  • Digital technologies – modern way to interact with customer you should emphasize
  • Practical Advice: How to choose the best form of direct marketing and prioritize it?
• Customer databases and direct marketing – To whom we are going to send?
  • Creation and management of a database – how to start effectively and save your time in future
  • Prioritizing your customers, prospects, and suspects – hit that bull's eye!
  • The target audience – Identify your Customers without mistakes
• Defining a strategy and the direct marketing plan – summarize all channels to work together
  • Segmentation, targeting and positioning for direct marketing
  • Defining a direct marketing target, calendar and budget – miscalculations are unacceptable
  • How to measure direct marketing results – how to choose right metrics
  • Developing and implementing a direct marketing plan
• Direct marketing within the framework of the company’s entire Strategy
  • Efficient embedding Direct marketing into Customer-Centric company
  • Top tips how to amplify your company's Strategy with Direct Marketing tools
  • Disadvantages of Direct Marketing – know your weakness but strengthen your strong suit
  • Why Sales and Direct Marketing can’t be reviewed separately in context of Success of whole company?
• Sales Fundamentals considering the features of modern consumers’ environment
  • Modern definition of Sales
  • Why you should change your opinion about Sales? Customer Era is here and you should admit it.
  • What is more important – Sales or Marketing?
  • Adaptation of Sales department to the current trends – how stop to fall behind the competition
  • Top 5 techniques that you should try to boost your Sales
• How Direct marketing makes Sales process easier
  • DM lower your costs
  • DM as tool to shorten the Sales cycle
• Cooperation of Direct Marketing & Sales - Engaging, Developing and Retaining Customers
  • What is customer loyalty?
  • How to measure the business value of loyalty and customer values
  • Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
  • Developing customer engagement strategies
  • Segmenting by customer value to create differentiated service propositions
  • Permission marketing, personalization and online self-service
  • Using real time data to personalize website and contact centre interactions
  • Key analytical techniques to measure customer programs
  • Costing and budgeting customer retention programs
• The Future Landscape of Direct Marketing
  • The benefits of taking a longer-term view
  • Forecasting - how to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts