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The Advantages of Hiring a Marketing Trainer

One of the most important things for any business is to have a constant stream of new clients and customers. It is a simple fact that without new clients and customers, the business will find it difficult if not impossible to keep revenue flow constant, while corporate growth really will be impossible to achieve. The only way to make sure the business is bringing in new customers is to have a proper marketing system. This is something which should run constantly and be an integral part of the way the business is set up. As somebody once said, marketing is the fuel that drives your business, and never has a truer word been spoken.

The problem is that many businesses simply do not know how to market themselves, and it is for this reason that a marketing trainer can be a real asset. Just having someone from outside the business come in and set up a system can be a real game changer for the way the business runs, and can boost profits and revenue substantially.


Looking for the Ideal Client

So how will the marketing trainer achieve this? The first thing that the marketing trainer would expect is for the participants of any programme to be ready, willing, able and above all sanctioned to implement a marketing strategy. The learning provided to the participants would enable them to determine how to find their own ideal client. This means trying to do business only with companies or individuals which are perfect for them. When learners achieve this, resources can be moved away from dealing with customers and clients who are not perfect, instead putting the focus on the customers and clients that will have the most benefit for the business.

Following this, the trainer may then look at how participant could change the perception of how the business markets itself, and will introduce tools, techniques, mechanism and other means where the business can put the onus on lead generation rather than trying to make an immediate sale. Part of a comprehensive programme would show how this sort of strategic thinking could have a significant effect on the business by taking the pressure off the sales team, and turn the company ethos into one that looks at long-term success and long-term revenue growth rather than trying to make sales targets at the end of each week or month.


The Important Part

Of course, knowing how to gather the leads will be an important part of setting up the marketing system, and the trainer could certainly spend a lot of time introducing systems to bring in high quality leads. This will include how participant might create a plan to show which publications should be advertised in, and perhaps how to use online marketing, including search advertising. Then there is the important issue of following up with the leads, and which might be the best approach to do this for the target market. There will be a huge variation in how different markets respond to follow-up, and essential to get it right. For instance, a company in the automotive industry may prefer one type of follow-up — perhaps e-mail marketing — whereas a company which provides drug rehabilitation services may prefer to receive follow-up in the form of direct mail. There is also the tone of voice to consider when writing the marketing collateral, and in the case of the company which provides drug counselling and rehabilitation, the trainer might suggest the type of language needed to reflect the inner emotions of the prospects and also be the type of language likely to be used by those undertaking the rehabilitation. An experienced marketing trainer will know that if the language does not fit the market, the marketing message will almost certainly be ignored. An expectation from a programme would be a greater and demonstrable understanding amongst the participants that overall, each market will have its own preferences.

Finally, a trainer might consider the old conundrum of what the difference between sales and marketing actually is, and how they work together. An experienced marketing trainer will understand that the sales team relies on the marketing team to bring in good leads which are already half-sold. In fact, the trainer will likely be able to demonstrate that when a marketing system is working properly and has been set up to target the right leads, it is often the case that the sales team doesn’t really need to do any selling at all, and needs to simply close the sale. This makes the job of the sales team much easier, since they can concentrate on getting the best results for the client by determining exactly what he's looking for rather than spending time and energy convincing him that their product or service is the best on the market.

In this way the marketing and sales teams will work as one unit, and the natural result is better quality leads and a higher level of conversions in the long run. Many companies look upon marketing as an expense, but once they see the results they begin to understand it is an investment, as is the marketing training itself — an investment which will pay for itself many times over.




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