Programme
Module 1: Analyse Your Market and Target Area to Define Your Offer (0.5 Day)
- Identify and select the appropriate methodology for data collection and analysis (qualitative, quantitative, panels), and master the principles of survey design
- Translate a marketing issue into a clear research objective
- Prepare an effective research brief: standard structure and key principles
- Select and frame statistical processing methods
- Integrate generative AI to analyse market data
Module 2: Conduct a Commercial Diagnosis (0.5 Day)
- Analyse business performance (historical data) and assess the environment (competitors, clients, markets, SWOT)
- Carry out an internal and external commercial diagnosis of the organisation
- Analyse, segment and manage the client portfolio to optimise resource allocation
- Develop a business development strategy that is efficient and value-driven
Module 3: Define Your Commercial Action Plan (1 Day)
- Build the Commercial Action Plan (CAP): define strategy, qualitative and quantitative objectives, and relevant performance indicators
- Implement a structured commercial approach
- Formalise the strategy through a robust action plan and a projected income statement
Module 4: Deploy Your Commercial Action Plan (1 Day)
- Enhance the sales expertise of your team: coach and support staff in the field
- Use appropriate tools and indicators to monitor and improve commercial performance
- Motivate teams around the CAP to ensure continuous progress
- Mobilise all organisational resources to focus on the client
Module 5: Lead and Motivate Sales Teams (1 Day)
- Develop behavioural intelligence to manage teams effectively: understand your natural management style, identify necessary adjustments under pressure, and learn to interpret behaviours of colleagues and clients to adapt your approach and strengthen collective efficiency
- Adjust management style according to situations, skills and individual development needs
- Monitor and analyse results to adapt solutions while supporting team growth
Module 6: Reinvent B2B Customer Relationships (1 Day)
- Optimise prospecting using AI to improve conversion rates
- Qualify prospects using persona methodology
- Select appropriate prospecting channels
- Develop prospecting scripts for telephone and social media outreach
- Increase closing rates through solution-based selling
- Design and apply a discovery plan
- Transition from product selling to solution selling (CAB, DEA, AIDA methods)
- Assert your unique selling proposition (USP): craft and communicate a clear, distinctive and persuasive commercial offer to strengthen client impact and stand out from competitors
Module 7: Act on Marketing Mix Variables (1 Day)
- Connect strategic and operational marketing
- Understand the core marketing concepts: product, price, communication, distribution
- Build a differentiated and targeted marketing mix: define the right levers (product, price, communication, distribution, customer experience) to stand out effectively and engage priority customer segments
Module 8: Design Your Digital Media Plan (1 Day)
- Identify target customers and personas
- Develop traffic generation strategies for websites – SEO & SEM – GEO: fundamentals and key tools
- Communicate via social media (Facebook, Instagram, LinkedIn) and use AI to generate posts
- Create and manage advertising campaigns (Google Ads)
- Analyse campaign performance: key indicators and optimisation techniques
Amélie ROUILLERE
Training Advisor
