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Marc ThorntonDTA Marketing

“providing vision and direction for our client’s profitable growth”

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Marc Thornton

• AIB• Deloitte• Securicor• Superquinn• DTA Marketing• IHI - Fellow• MII – graduate• Golf, golf ..

• 300 firms• Train 2000+ annually

Agenda

• Type of training delivered by MT and goals

• Importance of training and challenges

• Noticed changes and challenges

• Learnt from the training

• Case studies• Suggested ideas to

improve performance based on training

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Training

• Open• In company• One to One• Certificate • Marketing, Sales and Customer Care• Mystery Shop (before and after)

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Why train?

• New staff• Old staff• Improve performance• Increase standards• Increase sales

• ?Targets?• ?Staff informed?• ?Weekly meetings?• ?Staff suggestion

Boxes?• ?Product knowledge

training?• ?Reward systems?

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Keep them sweet

- they’re worth a fortune!

Marc Thornton

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• Where Now?

• Where going?

• How get there?

• Marketplace analysis• SWOT & Market

research• Objectives &

strategies

• Marketing activities• Budgets/controls

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Internal External

Weaknesses

Threats

Strengths

Opportunities

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• Try existing products (competition)

• Listen to friends (W.O.M.)

• Observe promotional activity

• Samples

• See our marketing efforts

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- What is yours??- Do your staff know??- Do your customers know??- Is it clear in your communication or

marketing??- Is it important??

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Madness

“Continuing to do what you always did and expect a different result”

Noticed about Travel industry!

• Changing from order takers to sellers

• Poor quote style

• Little follow up to quotes (systems)

• Staff don’t ask for the order

• Elephant in the room not discussed!

• Poor price imagery – “from”....

• Windows – “OFFERS” ???

• Modest training – once offs?17

Learnt from Training

• Need follow up or forget

• Must measure before and after

• Management need to be involved

• Management should attend the training

• Team meeting and share ideas

• If management don’t care why should staff

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Budget – top 10 ideas - FREE

• Esurvey• Esignature• Direct marketing• Ezine• Powerpoint presentations• KIT• Ecards• Flyers• PR• Networking

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Top 10 selling tips

• Body language• Prepare / know company• Empathy• Sales message• People Buy people first• Benefits not features• Listen – probe – 2 ears , 1 mouth• Keep In Touch• Trial close• Ask - tell why!

Suggestions!

• Motivate your team - big and small targets

• Product knowledge audit – test 1,2,3,

• Mystery Shop before new training and after

• Self Training - share

• Be fair - update technology / conditions

• Support their ideas – windows, signs, ezines

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• I’m the person who goes into a restaurant, sits down patiently and waits while the waiter or waitress does everything but take my order.

• I’m the fellow who goes into a store and stands quietly while the counter staff finish their little chit-chat.

• I’m the man who drives into a service station and never blows his horn but waits patiently while the attendant finishes reading his book.

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• Yes, you might say I’m a good guy. But do you know who else I am?

• I’m the fellow who never comes back and it amuses me to see you spending thousands of Euro every year to get me back when I was there in the first place…….

• And all you had to do was show me a little courtesy!

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““Winning Lifetime Winning Lifetime Customers”Customers”

Book on Marketing and Customer Care

• Marc Thornton• Managing Director• DTA Marketing• 01 6610022• marc@dtamarketing.ie• www.dtamarketing.ie