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Course Description

Today’s customers are sophisticated buyers with access to plenty of information to make an informed buying decision, which can pose challenges to new or small business owners. This course is designed for individuals interested in running their own business who wish to attract leads and convert them into customers. Students will examine the elements of the marketing mix and how they apply to traditional and digital spaces, lead acquisition tactics and how to use personal selling and communications to create trust, overcome buying objections and create loyal customers.

Course Details

By completion of this course, successful students will be able to:

  • Describe how to collect competitive intelligence to assist with marketing and sales functions
  • Identify how to market and promote the small business to create new leads
  • Recognize the difference between marketing and selling, and how to integrate both disciplines to generate revenues
  • Evaluate the sales process, alternative approaches to personal selling and how personal selling is a marketing tool
  • Create a strategic plan that addresses buyer behaviour, communication planning, and strategic prospecting
  • Plan sales scripts and presentations which establish trust, overcome objections and earn commitment
  • Expand customer relationships and assess customer satisfaction
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