Demand Generation & Prospecting - Course Overview

The ability to identify your customer and market to them your services in a way that leads to a sale, is the basic objective of this ground-breaking programme. From looking at the importance of 'prospect pipeline', to the development and organisation of an effective range of prospecting tools and systems - this programme will help your people to develop workable plans for generating future business opportunities for you.

Course Content

• What is 'demand generation'?
• The need for pipeline
• Examining ratios
• Who is your target customer?
• How can we reach them?
• Cold calling, mail-shots, events, referral systems, Internet tools, viral marketing and modern marketing techniques
• Review of current 'As Is' activity and results
• Designing a desired 'To Be' demand generation system
• Managing the project
• 'The moment of truth'
• Measuring success

Who Should Attend?

This workshop was originally designed for direct sales teams, and is as applicable to New Business (hunter) roles, as it is for more established Account Development (farmer) roles. If there is a requirement to identify new opportunities and engage with prospective clients in a meaningful way, then this team-based programme will provide a suitable opportunity for developing the skills and writing the plan for execution.

Course Objectives

After attending this course the teams will have the ability to:

• Define their target customer in detail
• Analyse their own pipeline ratios
• Develop an organized system to maintain the pipeline
• Build an effective referral system for new clients
• Plan and implement a Demand Generation campaign
• Measure its success
• Implement improvements for future campaigns