Marketing Communications

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Marketing Communications
Personified Promotion

METHOD OF TRAINING

Training can be group or individual basis. One or a combination of the following methods can be used:

1. Lecture, e.g. group lecture.


2. Discussion, e.g. uses of case studies and problem-solving.


3. Role playing, e.g. practice in the job situations.


4. On-the-job, e.g. by assignment of sales tasks to the trainee.


5. Job rotation, i.e. movement of trainee through various departments – marketing, billing
   and production.


6. Home study, e.g. correspondence courses, programmed instruction and teaching systems
   with tapes.

CONTINUOUS TRAINING

The purposes of continuous training are to provide refresher training for the experienced salesman,
update his marketing know-how, and re-motivate him. Daily job routine tends to make salesman develop
a pattern of behaviour which affects their efficiency. Continuous training will focus regularly on

1. How to overcome objections.


2. How to close the sale.


3. How to present product information.


4. How to plan selling time.


5. How to classify prospect.

The second objection of continuous training is to keep the salesman current and avoid obsolescence.

PROGRAMME CONTENTS

Programme contents are similar to those of initial training but emphasis is laid on practice, sophisticated
approach and increased experiences in:

1. Product knowledge e.g. comparing competitor’s product or product analysis.


2. Selling skills.


3. Market or customer knowledge.


4. Company knowledge e.g. Access to AGM reports or policies’ review.


5. Territory management.


6. Negotiation techniques.