lg -115845 - implement sales and marketing strategies

8/20/2019 LG -115845 - Implement Sales and Marketing Strategies

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LEARNER GUIDE

Implement sales and marketing strategies(115845)

NQF Leel! 4

5 "redits

Learner Guide: 115845 Page 0


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Learner G#ide

$e%&re ' get started

Dear Learner,

This Learner Guide contains all the information to acquire all the knoledge and skills

leading to the unit standard:

itle! !m"lement sales and marketing strategies

U* N&! 115845 NQF Leel! 4 "redits! 5

The full unit standard is attached# Please read the unit standard at $our on time# %hilst

reading the unit standard, make a note of $our questions and as"ects that $ou do not

understand, and discuss it ith $our facilitator#

This Learner Guide contains all the information, as ell as the acti&ities that $ou ill 'e

e("ected to do during the course of $our stud$#

Please kee" the acti&ities that $ou ha&e com"leted and include it in $our +&rt%&li& &%

Eiden,e#

)our +&E ill 'e required during $our final assessment#



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"&ntents

Before you get started…#######################################################################################################1

The Learning Experience……###############################################################################################*

What is Assessment all about? ############################################################################################4

Module 1#################################################################################################################################5

1 !nterpret a sales or mar"eting strategy#######################################################################5

F-R.AI/E A**E**.EN 0 *- 1####################################################################################1*

Module # ###############################################################################################################################15

# !mplement a sales or mar"eting strategy#################################################################1+

F-R.AI/E A**E**.EN 0 *- ####################################################################################5

Module $###############################################################################################################################-

$ Monitor the sales or mar"eting strategy###################################################################-

F-R.AI/E A**E**.EN 0 *- 2####################################################################################*4

Learner Guide: 115845 Page


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3e Learning Eperien,e

3e +#rp&se! This unit standard is intended for "ersons ho are required to inter"ret and

im"lement a sales and marketing strateg$, monitor the "rogress and im"lement correcti&e

measures during the sales and marketing acti&ities#

+e&ple ,redited it3 t3is #nit standard are a6le t&!

1# !nter"ret a sales or marketing strateg$#

# !m"lement a sales or marketing strateg$#

*# .onitor the sales or marketing strateg$#

Learner Guide: 115845 Page *


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73at is Assessment all a6t

/ssessment takes "lace at different inter&als of the learning "rocess and includes &arious

acti&ities# ome acti&ities ill 'e done 'efore the commencement $aseline2 of the

"rogram hilst others ill 'e done during "rogramme F&rmatie2 deli&er$ and other after

com"letion *#mmatie2 of the "rogram#

• )ou ill 'e assessed during the course of $our stud$# This is called formati%e

assessment 9

• )ou ill also 'e assessed on com"letion of this unit standard# This is called

summati%e assessment #

3efore $our assessment, $our assessor ill discuss the unit standard ith $ou# The

assessment e("erience should 'e user friendl$, trans"arent and fair# hould $ou feel that

$ou ha&e 'een treated unfairl$, $ou ha&e the right to a""eal# Please ask $our Assess&r

a'out the a""eals "rocess and make $our on notes#

)our acti&ities must 'e handed in from time to time on request of the facilitator and the

assessor# ources of information to com"lete these acti&ities should 'e identified '$ $our facilitator#


+lease n&te that all com"leted acti&ities, tasks and other items

on hich $ou ere assessed must 'e ke"t in good order as it

'ecomes "art of $our +&rt%&li& &% Eiden,e for final

assessment#

En:&' t3is learning eperien,e9

Pleas

e

Note


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.&d#le 1

19 Interpret a sales &r marketing strateg'9

*- 1! !nter"ret a sales or marketing strateg$#Learning -#t,&mes!

/fter com"leting this module, the learner ould 'e a'le to:

1# 'tain and read sales or marketing strateg$ to familiarise themsel&es ith the

content and its o'ecti&es#

# /nal$se sales or marketing strateg$ and ask questions to clarif$ areas on non6

understanding#

*# De&elo" im"lementation "lan in line ith o'ecti&es and tasks as listed in the sales

or marketing strateg$#

1919 *ales &r marketing strateg' is &6tained and read t& %amiliariset3emseles it3 t3e ,&ntent and its &6:e,ties9

mall 'usiness oners ho are concerned a'out their sales and marketing

ca"a'ilities could 'egin to see im"ro&ement '$ 'reaking don the term 7sales

and marketing7 into discrete, managea'le elements# )ou end u" ith a checklist

that can 'e re&ieed in order to "rioritie areas needing im"ro&ement 6 a

checklist that ill ser&e as the groundork for an effecti&e marketing#

9o matter hat 'usiness $ou ork in, a 7'usiness as usual7 mind6set ill insure

$our com"etitors are making more mone$ than $ou are# ere are eight ti"s to

hel" $ou stand out from the com"etition so $ou on;t find $ourself stood u" '$

$our customers#

Oliver Wendell Holmes said, "The great thing in life is not where we stand, but

what direction we are moving." No matter what business you work in, a "business

as usual" mind-set will insure your cometitors are making more money than you

are. !f you dont stand out from the cometition you may find yourself stood u by



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your customers. Now more than ever you have to focus, imrove, and ossibly

even change what you do to attain, retain, and maintain customers.

1# *trateg' 19 Think 'ig and audit $our time# 9o matter the sie of $our

'usiness, "lace a mental image in $our mind as if $ou are the largest andmost successful "erson in $our industr$# o much time is consumed '$

routine office ork someone else should 'e doing< "end more time ith

more im"ortant tasks such as marketing strategies, im"ro&ing customer

relations, and im"lementing ne strategies to e("and $our ser&ices#

# *trateg' # 3e different and stand out from the com"etition#

*# *trateg' 29 3uild relationshi"s ith $our customers# =or each month that

goes '$, customers lose 10> of their 'u$ing "oer# ?reate a customer

data'ase and contact them on a regular 'asis# .ail them a "ostcard,

'irthda$ card, sales fl$er, nesletter etc# to kee" $our name, "hone

num'er, and ser&ice on their mind#

4# *trateg' 4# ?ollect @6.ail /ddresses# Get "ermission from $our

customers to use their @6mail address# Periodicall$ send u"dates and

notices to $our client list# /s long as $ou ha&e their "ermission and a&oid

o&eruse, @6mail can 'e a "oerful and ine("ensi&e marketing tool#

5# *trateg' 59 ire to" sales "eo"le# uccessful 'usinesses realie the

qualit$ of their sales staff is critical to sustaining their groth in the

market"lace# / to" sales"erson can outsell an a&erage one 4 to 1# ales

"eo"le must understand their strengths and ha&e a ell6defined "lan to

reach their "otential# .an$ com"anies can "ro&ide $ou sales assessments

to 'oth identif$ to" candidates and de&elo" currentl$ em"lo$ed sales

"eo"le#

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199 *ales &r marketing strateg' is anal'sed and ;#esti&ns are askedt& ,lari%' areas &n n&n


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=9 *tep =! .arketing strateg' < 3road strategic frameork ill 'e outlined,

including identification of ke$ marketing channels, the o'ecti&e 'ehind

their use, and integration 'eteen channels#

?hannels ill include:• online

• email

• direct mail

• e&ents

• social media

• @.

• ad&ertising

• s"onsorshi"

• sur&e$s#

>9 *tep >! marketing plan and ,ampaign deel&pment


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1929 Implementati&n plan is deel&ped in line it3 &6:e,ties andtasks as listed in t3e sales &r marketing strateg'9

Bnlike a 'usiness "lan, a marketing "lan focuses on the customer# !t is $our "lan

of action 6 hat $ou ill sell, to hom $ou ill sell it, ho often, at hat "rice, and

ho $ou ill get the "roduct to the 'u$er# !t also co&ers hat $ouCll sa$ a'out $our

"roduct or ser&ice, and here and hen $ouCll sa$ it# ereCs a closer look at

"utting together a marketing "lan that orks#

1# De%ine ?r +r&d#,t@s Feat#res $ene%its and Distri6#ti&n! Descri'e

hat the "roduct or ser&ice does, ho it orks, hat features it offers and

most im"ortantl$ hat "ro'lem it sol&es 6 "eo"le 'u$ solutions# Descri'e

the "roductCs "h$sical characteristics such as sie, eight and color#Define its 'enefits in emotional as ell as functional terms# no hich

features and 'enefits of $our "roduct or ser&ice ill a""eal to different

market segments#

Gi&e information on "ricing, including hether and ho $ou discount# Price

is not rigidE it ma$ ha&e a range and &ar$ '$ market since it is 'ased on

"ercei&ed &alue, cost structure, "rofit o'ecti&es and the com"etitionCs

"ricing#

Descri'e $our distri'ution "rocess# The t$"e of netork $ou choose ill

de"end u"on the industr$, the sie of the market and ho $our com"etition

distri'utes# ome of the more common channels include direct sales, @.

riginal @qui"ment .anufacturer2, manufacturer;s holesale distri'utors,

'rokers, retail distri'utors and direct mail#

# +r&%ile t3e "&mpetiti&n and Identi%' ?r "&mpetitie Adantage!

Fesearch the com"etition to find out their sales &olume dollars and units2,

market share, ke$ "roduct attri'utes, "ricing, s"ecificall$ targeted market

segments, distri'ution strateg$, "ositioning, ke$ customers, customer

"erce"tions, etc#



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)ou must ha&e a sustaina'le com"etiti&e ad&antage, so decide ho $our

"roduct or ser&ice is different# Do $ou ha&e "atents, co"$rights, a

"ro"rietar$ "rocess or technolog$, e(clusi&e licenses or agreements< /re

$ou the first to market< a&e $ou de&elo"ed a core com"etenc$ that ould'e cost "rohi'iti&e for the com"etition to de&elo"< Do $ou ha&e the 'est

"eo"le or the 'est strategic "artners< /nal$e $our strengths and

eaknesses &ersus the com"etition to determine $our com"etiti&e edge#

*# Des,ri6e ?r arget .arket! De&elo"ing a "rofile of $our target

customers is critical# )ou need to kno ho the 'u$ing decision makers

and influencers are#

• !f $ou;re reaching out to 'usinesses, descri'e hich t$"e, including

the industr$, re&enue le&el, location, o' titles of "urchase decision

makersAinfluencers and other im"ortant characteristics#

• !f consumers are $our audience, descri'e their age, se(, income

le&el, geogra"hical location, marital status and other rele&ant facts#

!f "ossi'le, include "s$chogra"hics, hich offer insight into attitudes,

o"inions, "erce"tions and 'eliefs# %hat are $our customersC 'u$ing

ha'its here, hen, h$, ho much, ho frequentl$2< !f $ou

identif$ se&eral market segments, rank them in order of "riorit$#

4# Resear,3 rends and .arketing Iss#es! !dentif$ ke$ trends in the

market"lace and assess their im"act on $our "roduct or ser&ice# )ou can

do this '$ consulting trade organiations, re&ieing trade "u'lications and

reading research re"orts# @(amine the d$namics of the market, including

changing moti&ations, unmet needs and emerging segments that ha&e

strategic im"ortance# Bse such tools as focus grou"s or sur&e$s to gainadditional insight# 3$ doing this, $ouCll 'e a'le to "rioritie hich markets

offer the 'est o""ortunities#

5# +&siti&n ?r +r&d#,tB*eri,e! Positioning is the com"le( set of

"erce"tions, im"ressions and feelings $our "roduct or ser&ice e&okes in

$our target market# 9ot onl$ must $our "osition 'e unique, rele&ant and



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credi'le, it must sol&e a "ro'lem or relie&e a stress in order to 'e trul$

effecti&e# Positioning is communicated through "roduct design, "rice

"erformance and marketing communications 6 all of hich should ha&e a

consistent a""roach# ?ertain segments ma$ res"ond to different &alue

"ro"ositions and ma$ require different "ositioning strategies#+# "reate a "&mm#ni,ati&ns *trateg'! The goal of $our communications is

to sell $our "roduct or ser&ice '$ creating aareness, deli&ering

information, educating the market and ad&ancing a "ositi&e image#

?ommunications include e&er$thing from "ackaging to the &isual look of

marketing materials, and from the message $ou con&e$ to the media

&ehicles $ou em"lo$ to the materials used '$ $our sales force and the

attitude of $our customer6ser&ice staff# ?ommunications ork 'est hen

the$ "ortra$ a consistent and "ersuasi&e message#

-# De%ine ?r G&als! Determine hat $ou ant to accom"lish# .ake $our

goals challenging, 'ut achie&a'le# Do $ou ant to increase sales, im"ro&e

market share, "enetrate a ne market segment, change a "erce"tion,

generate more store traffic, reduce customer com"laints< 3e s"ecific and

make $our o'ecti&es measura'le# =or e(am"le, '$ hat "ercentage do

$ou ant to increase or decrease sales<

8# F&,#s &n "#st&mer Retenti&n! ?ustomer retention is a matter of

'usiness sur&i&al, as getting a ne customer is fi&e times more e("ensi&e

than retaining a current one# Bse $our successes ith current customers to

attract ne referral 'usiness, 'ut also remem'er that not e&er$ customer is

orth kee"ing# )ou cannot 'e all things to all "eo"le# ometimes $ou ha&e

to let customers go, and refocus energies on those clients ho are a 'etter

fit for $our 'usiness#

# Deel&p a $#dget! To de&elo" a realistic 'udget, look at such things as

the t$"e of "roduct or ser&ice $ou offer 'usiness6to6consumer or

'usiness6to6'usiness2, $our "roductCs lifec$cle launch, groth, maturit$,

decline2, and $our com"etitorsC s"ending le&els# @sta'lished 'usiness6to6

'usiness "roducts and ser&ices can s"end as little as > of their



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e("enditures on marketing, hile a consumer "roduct or ser&ice that is

launching ma$ ha&e to allocate more than 0>#

10#.eas#re .arketing E%%e,tieness! ee"ing track of results is the onl$

a$ to im"ro&e $our marketing efforts# The ke$ is determining hich data

should 'e collected# )our marketing results ma$ 'e measured in salesdollars or units2, market share, store traffic, num'er of inquiries or reduced

com"laint rates, along ith other metrics# Tracking can also 'e 'ased on

sur&e$s that assess customer "erce"tion# @ffecti&e measurement la$s the

groundork for future "lans#

F-R.AI/E A**E**.EN 0 *- 1



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73' is it imp&rtant %&r an &rganisati&n t& 3ae a sales &r marketing strateg'

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*ELF A**E**.EN

"&n,ept (*- 1) I #nderstand t3isassessment ,riteria

Q#esti&ns t3at I still ldlike t& ask

1#

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#

*#

4#

.' N&tes

.&d#le

9 Implement a sales &r marketingstrateg'9



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*- ! !m"lement a sales or marketing strateg$#Learning -#t,&mes!

/fter com"leting this module, the learner ould 'e a'le to:

1# Determine and o'tain merchandise required for the sales or marketing strateg$

from a""ro&ed su""liers or stores#

# !dentif$ "romotional material requirements from the strateg$ and o'tain them

ithin the required time frame#

*# !m"lement "romotion according to strateg$ and on de&elo"ed im"lementation

"lans#

4# B"date and train "ersonnel on im"lementation of the "romotion according to the

initial strateg$#

5# 'tain and setu" "romotional material in line ith initial strateg$#

919 .er,3andise re;#ired %&r t3e sales &r marketing strateg' isdetermined and &6tained %r&m appr&ed s#ppliers &r st&res9

romotional materials are a a$ for $ou to ha&e $our com"an$ logo and name in

front of $our client, and an$one around $our client, as much as "ossi'le# !f $ou

use the right "romotional items, $our return on in&estment can 'e a um" in sales

and re&enue# There are man$ different t$"es of "romotional materials 'e$ond the

standard T6shirt or "en that $ou can use to market $our 'usiness effecti&el$#



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"&%%ee .#gs

/ coffee mug is something that "eo"le ill ha&e at their desk all da$ long,

reminding not onl$ themsel&es of $our com"an$, 'ut also an$one else ho sees

the mug# Think a'out ho often "eo"le in $our office head to the coffee machine

e&er$ da$, and $ou get the idea of ho "oerful a marketing material the coffeemug can 'e# ?eramic mugs ith $our com"an$ name and logo "rinted on them

are the most effecti&e kinds to offer#

Um6rellas

/n um'rella ma$ not sound like an effecti&e marketing item, 'ut it can 'e

something that "ortra$s a &er$ "ositi&e image, if done "ro"erl$# Get um'rellas

that feature $our com"an$ logo and name as large as "ossi'le, so "eo"le ill 'e

a'le to see it from far aa$# Bm'rellas "rotect $ou from the elements# %hen $our

com"an$ name is on an um'rella "rotecting someone, $our com"an$ and the

um'rella itself ma$ 'ecome a to"ic of con&ersation#

Ce',3ains

Peo"le reach for their ke$s at least tice a da$: hen the$ start their car to lea&e

for ork and hen the$ start their car to come home# / ke$chain is something

that "eo"le ill see frequentl$, and "assengers in the car ill notice it as ell#

/dd other features to the ke$chain, such as a 'ottle o"ener or a small flashlight,

to make it something that "eo"le ill use more often# )ou could also include a

"ersonal alarm on the ke$chain#

$r&,3#res

3rochures are used to introduce a com"an$Cs "roducts or ser&ices to their

targeted audience and "otential customers# The$ can 'e designed to fit on one

folded sheet or as a small 'ooklet# The &ariet$ in sie allos them to 'e

e(tremel$ fle(i'leE ha&ing the "otential to "ro&ide a su'stantial amount of

Learner Guide: 115845 Page 1+


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information to the &ieer# 3rochures can hel" ith getting customers to follo a

s"ecific call to action and aid in generating ne 'usiness#

Fl'ers

=l$ers are a relati&el$ ine("ensi&e form of ad&ertising and are intended for massdistri'ution# The$ are "roduced on a single sheet of "a"er and tend to inform or

"romote more s"ecific information such as a sale, s"ecial "romotion or ne

ser&iceA"roduct#


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Bsing an interesting image on one side to s"ark interest, "ostcards can easil$ 'e

mailed to "ro&ide customers ith a quick 'it of information "romoting a s"ecific

"roduct, ser&ice or e&ent#

99 +r&m&ti&nal material re;#irements are identi%ied %r&m t3e

strateg' and &6tained it3in t3e re;#ired time %rame9

Gi&ing out "romotional "roducts is a great a$ to kee" $our name in front of "ast

and "otential customers# Bse this ad&ice to choose the 'est a$ to use

"romotional items for marketing $our 'usiness#

"&nne,t ?r $rand it3 Ea,3 +r&m&ti&n

/lmost an$ "roduct under the sun can 'e turned into a "romotional item, 'ut

make sure the item $ou choose is connected in some a$ ith $our 'rand# !f

$ouCre a tech com"an$, think 'randed card readers, B3 mug armers or smart

"hone cases# .agnet cli"s, "ia cutters or ta"e measures might 'e the "erfect

fit for a real estate 'usiness# ealth care and hos"itals could go ith "ill

dis"ensers, first aid kits or hand sanitier# ?hoosing a "roduct that reflects $our

industr$ can hel" $our customers connect ith $our 'rand#

"3&&se F#n,ti&nal ItemsPeo"le kee" "romotional items that the$ can use# To successfull$ market $our

'rand, $our "romotional item has to 'e of some use to $our consumer# !nk "ens

tend to stick around in offices, and refrigerator magnets ith hel"ful information in

addition to $our 'randing such as a director$ of local num'ers associated ith

$our industr$#2 !f $ou ha&e the 'udget, think a'out a 'igger item thatCs used

frequentl$, like an um'rella or high6qualit$ tote# ?hoose a "roduct that feels like a

useful gift rather than a thro6aa$ ad&ertisement#

G& %&r ig3


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lo6qualit$ items# !f $ou gi&e aa$ chea" or "oorl$6made "romotional items,

"eo"le ma$ associate the qualit$ of the items ith the qualit$ of $our 'usiness H a

huge negati&e from a 'randing "ers"ecti&e#

.ake it +&pPromotional items should ha&e a great design and colours, 'ut should also 'e

unique and interesting# %hat "roducts ould $ou kee" around< %hat ould $ou

sho to $our friends< @$e6catching and unique "romotional "roducts are more

likel$ to stick around and 'e shon off, hich increases the "rominence of $our

'rand H and the likelihood other customers ill see it#

"&nsider ?r +r&m&ti&nal Item@s Ep&s#re

/long ith 'eing functional, tied to $our 'rand, high qualit$ and e$e6catching,

$our "romotional item needs to ha&e ma(imum e("osure# Think a'out ho long

$our item can 'e used# /&oid "erisha'le or food items 'ecause the$ ill 'e gone

quickl$# =ragile or glass items can 'reak easil$, and seasonal items ma$ onl$ 'e

used a short amount of time# /lso sta$ aa$ from e(tremel$ "ersonal

"romotional items# The goal of using "romotional items to market $our 'rand is so

that each "iece can 'e seen I and that onCt ha""en if $our "romotional item is

tucked aa$ in a ca'inet or draerJ

929 +r&m&ti&n is implemented a,,&rding t& strateg' and &ndeel&ped implementati&n plans9

mall com"an$ "romotions "la$ man$ roles in marketing, designed to "roduce

certain desired effects# The methods used in achie&ing these effects ma$ &ar$,

de"ending on a com"an$;s goals, "riorities, markets and industries# Promotions

t$"icall$ include ad&ertising, "u'licit$, sales "romotions and other tactics# The ke$



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to "roducing results through "romotions is ensuring that com"anies target the

right consumers 66 those ho are more a"t to 'u$ their "roducts# .oreo&er, the

"romotional message must 'e con&incing and run frequentl$ enough to achie&e

the desired effects#

In,rease $rand Aareness

Promotion merchandise increase 'rand aareness# .ore "eo"le tend to learn

a'out a "articular com"an$ or its 'rands if the$ frequentl$ see or hear a'out

them# 9e com"anies "articularl$ ha&e to ad&ertise to a""rise consumers ho

the$ are and hat the$ offer# This is true ith local or e&en national com"anies,

as 'rand aareness can 'e measured '$ market, regionall$ or nationall$# !t can

take man$ months or e&en $ears for com"anies to 'uild 'rand aareness le&els

that match esta'lished com"etitors#

+r&ide In%&rmati&n

mall com"anies also use "romotional merchandise to "ro&ide information#

.arketers ma$ run "ress releases to a""rise consumers that their "roducts can

hel" certain ailments# / small consumer "roducts manufacturer ma$ use dis"la$s

and "am"hlets to descri'e the 'enefits of a ne ser&ice#

$#ild *ales and +r&%its

The "rimar$ o'ecti&e in using "romotional merchandise such as "am"hlets, t6

shirts, mugs, um'rellas is to 'uild sales# Promotions are designed to get "eo"le

to tr$ "roducts and ser&ices# Promoting high6qualit$ "roducts or ser&ices aims to

get customers to return and s"end more mone$# Bltimatel$, com"anies use

"romotions to 'uild a lo$al customer 'ase, hich leads to greater sales and

"rofits#

949 +ers&nnel are #pdated and trained &n implementati&n &% t3epr&m&ti&n a,,&rding t& t3e initial strateg'9



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/ qualit$ sales and marketing training "rogram is im"ortant for a num'er of

reasons# %ell6"lanned training sessions ill make ne em"lo$ees feel elcome,

esta'lish com"an$ &alues and o'ecti&es, and set trainees on the road to

de&elo"ing as effecti&e sales and marketing re"resentati&es of the com"an$#

Training "rograms can also 'enefit com"an$ &eteransE refresher courses canrein&igorate long6term staff and kee" them u" to date on the latest trends and

de&elo"ments in the industr$#

+r&d#,t Cn&ledge

!n6de"th knoledge of the "roducts andAor ser&ices $ou sell should 'e central to

an$ sales and marketing training "rogram# / solid "roduct foundation ill include

"ricing memoriation, a 'enefits re&ie and com"etiti&e ad&antage anal$sis#

ften com"anies ill distri'ute in6de"th "roduct and "ricing information guides to

ne em"lo$ees for re&ie on their on timeE grou" training sessions ma$ then

focus on drills, information tests and simulated sales meetings#

*ales *kills

.an$ salesmen and omen ill de&elo" their on st$le of meeting and greeting

"otential customers, and this is im"ortant to 'uilding genuine relationshi"s and

strong selling netorks# oe&er, there are man$ foundational sales techniques

that can and should 'e em"hasied ith em"lo$ees ne to the "rofession, such

as de&elo"ing effecti&e ice 'reakers, mirroring the customer, handling o'ections,

assuming the deal and rehashing# 9o matter hat their le&el of "re&ious sales

and marketing e("erience, all em"lo$ees ne to the com"an$ should 'e e("osed

to a 'asic foundational sales scri"tE this ill kee" them on track and hel" them

de&elo" the flo of their sales con&ersation#

-rganiati&n

@ffecti&e sales re"resentati&es are 'us$ all the time, and the$ ill often 'e

managing doens of things at once# That said, a mis"laced a""lication, lost

"hone num'er or incorrect address can result in lost sales# rganiation is

essential to effecti&el$ manage a 'us$ sales schedule# .an$ sales and marketing



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training "rograms teach effecti&e organiation ha'its, and some esta'lish

s$stems to encourage organiation, such as times of da$ for handing in

com"leted a""lications, rules for ordering marketing material in 'inders, and

inquir$ 'oards to "ost questions for the marketing de"artment or u""er

management#

.ent&ring

/n effecti&e technique for training a ne sales em"lo$ee is to "air him or her ith

an e("erienced com"an$ sales re"resentati&e for a fe da$s# This allos the

ne trainee to see the sales "rocess first6hand, hich ill likel$ e("ose a fe

"oints of learning that ere missed in simulated training sessions# !t also su""orts

the de&elo"ment of a "rofessional relationshi" 'eteen the ne em"lo$ee and

one of the sales leaders in the com"an$, hich is im"ortant for moral and future

su""ort#

959 +r&m&ti&nal material is &6tained and set #p in line it3 initialstrateg'9

/n$ 'usiness that is looking to 'uild aareness in the market"lace needs

'randed "romotional items# oe&er, the amount of o"tions a&aila'le can 'e

o&erhelming# ere are some quick ti"s that can ser&e as guidelines hen"icking $our ne(t "romotional "roduct#

1# Items 3at Re%le,t ?r $#siness H %hen selecting a "romotional item,

hether itCs a t6shirt or a tum'ler, think a'out hat ould 'est reflect $our

'usiness and target audience# )ou ant the item to ala$s 'e in &ie and

$our logo to stand out# Thinking a'out the num'er of times an item ill 'e

used is also an im"ortant consideration# / good e(am"le ould 'e a g$m

offering a "romotional drinking squeee 'ottle# The item ill stand out

during a orkout ith the logo "rominentl$ dis"la$ed#

# Get Trend$ 6 3e forard6thinking a'out hat is trending right no in the

market"lace# This ill lea&e a great im"ression on clients and gi&e $ou a

cutting6edge image# Look at hat "roducts are hot in the market"lace,



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such as com"uter ta'lets# =inding a to"6notch case or st$lus "en could 'e

the e(act "romotional "roduct needed to shocase $our 'rand and the

image $ou are looking to "romote#

*# Kualit$ 3efore Kuantit$ 6 The old sa$ing $ou get hat $ou "a$ forM can 'e

&er$ true in "romotional "roducts# The goal is to find "roducts that are ofhigher qualit$ and ill 'e used longer, so $our com"an$Cs 'rand ill ha&e

greater e("osure# Taking ad&antage of 'u$ing "roducts ith a higher

qualit$ le&el ill increase the consumerCs o"inion and create an o""ortunit$

to shocase $our 'usiness logo or message for a longer "eriod of time#

4# er&e )our Pur"ose 6 Like an ad&ertisement, $our "ur"ose is to ser&e the

intended 'usiness goal and catch the userCs attention# )ou can think of a

"romotional "roduct in the same manner# /re $ou tr$ing to generate

general aareness< !s the "roduct for $our to"6end clients< /re $ou a ne

com"an$ that is tr$ing to catch the attention of consumers ith something

fun and e(citing< tart ith $our intended goal in mind to choose a

"romotional "roduct and this ill also hel" dictate $our 'udget#

5# ?onsult a Pro 6 /s a decision maker in $our com"an$, itCs $our o' to ork

ith the "ro"er "romotional "roduct "rofessionals to learn hat is a&aila'le

and ho an item ill look hen finished# Talking ith an e("ert in the

"romotional "roducts industr$ can sa&e $ou countless hours of research,

thousands of dollars and the stress of choosing the rong "romotional

"roduct# Fel$ing on their e("ertise ill hel" $ou a&oid the "itfalls of a trial

and error a""roach and ill hel" get $ou on the right track to selecting a

inning "romotional "roduct#

F-R.AI/E A**E**.EN 0 *-



25/39

Des,ri6e 3& ' ld implement a sales &r marketing strateg' in 'r

&rganisati&n9

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*ELF A**E**.EN

"&n,ept (*- ) I #nderstand t3isassessment ,riteria


1#

#



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*#

4#

.' N&tes

.&d#le 2



27/39

29 .&nit&r t3e sales &r marketingstrateg'9

*- 2! .onitor the sales or marketing strateg$#

Learning -#t,&mes! /fter com"leting this module, the learner ould 'e a'le to:

1# ?heck merchandise quantit$ to meet "romotion duration and e("ected sales#

# !dentif$ "romotional "ro'lems and im"lement correcti&e action in line ith com"an$

guidelines#

*# .onitor "romotional sales against target and correcti&e action im"lemented in line

ith o'ecti&es#

2919 .er,3andise ;#antit' is ,&nstantl' ,3e,ked t& meet pr&m&ti&nd#rati&n and epe,ted sales9

Promotional items ha&e sta$ing "oer 6 since most consumers kee" 'randed

merchandise for an a&erage of se&en months# The$ also create 'rand lo$alt$ and

ser&e as a &isual reminder of $our ser&ices and commitment to customer ser&ice#

• end "ast and current customers "romotional items that the$ ill use

andAor see on a regular 'asis, such as "ens, magnets and calendars#• ?onsider seasonalit$# =or instance, auto insurance agents could send ice

scra"ers in the inter# omeonerCs insurance agents could send out a

calendar ith reminders to check the smoke detectors, change the furnace

filters, clean the gutters, etc#

%hile "romotional items ha&e 'een found to 'e an ine("ensi&e a$ to market

insurance, those cost sa&ings are negated ith "oor in&entor$ management# !f

$ou order too man$ "romotional items, $ou run the risk of e(cess in&entor$ that

'ecomes out6dated# !f $ou order too little, $ou could miss an o""ortunit$ to reach

$our customers#

Learner Guide: 115845 Page +


28/39

utsourcing marketing efforts can sa&e insurance agents &alua'le time and

mone$# 3$ outsourcing marketing, agents can rest assured the$ ill ala$s ha&e

access to "romotional items and that their marketing message ill 'e

"ersonalied and aligned ith their 'rands#

299 +r&m&ti&nal pr&6lems are identi%ied and ,&rre,tie a,ti&nimplemented in line it3 ,&mpan' g#idelines9

Femem'er the da$s hen a com"an$ ould "rint their com"an$ logo on

e&er$thing< Pens, mouse "ads, mugsIe&en socksJ Femem'er hen $our

holida$ gift as a delightful gift 'ag that included a "en, a shirt, and a cand$ 'ar

Iall ith the com"an$ logo


29/39

)ou "ro'a'l$ assume that e&er$ "romotional item should ha&e $our com"an$

logo on it# /fter all thatCs the "oint of ad&ertising, right< 9ot necessaril$#

ometimes "ersonaliing the item for the client makes more sense# Putting a

good customerCs name on a 'all"oint "en, ater 'ottle, or reusa'le sho""ing'ag ensures the$ ill use it H and tell others here the$ got it# 3$ the a$, a

small com"an$ logo is E ust make sure the customerCs "ersonal identification

is "rominent#

"l&t3ing "a#ti&n

The caution against logos on items goes dou'le for t6shirts, hats, and so forth#

)ou lo&e $our com"an$ and the logo that goes ith it# Bnless $ou are a trul$

'elo&ed 'rand, H think 9ike H chances are $our customers ill not relish the

thought of earing a 'all ca" ith $our logo on it#

!f, hoe&er, $ou can include a logo ith a catch$ original slogan, $ou might ha&e

a inner# @(am"les from the "ast include %e Tr$ arderM /&is2#

Enir&nmental argeting

!tCs "ro'a'l$ not hat $ou think it is# @n&ironmental targeting means to gi&e items

that ill 'e used in the en&ironment here decisions that in&ol&e $our "roduct or

ser&ice ill 'e made#

=or e(am"le, if $ou o"erate an online 'usiness, gi&e out mouse "ads or flash

dri&es H items that ill 'e used hen decision makers are at their com"uters

thinking a'out "lacing an order#

A&id *3&rt *3el% Li%e

Tr$ to select items that ill 'e around for a long time# !n other ords, instead of

an im"rinted "ad of stick$ notes, go for a holder that can 'e used re"eatedl$#



30/39

ne e(ce"tion to the short shelf life rule is food# /t certain times of the $ear H

maor holida$s H a "romotional gift of food is elcome and a""reciated#

L&g&s "an $e 7inners

)our em"lo$ees, on the other hand, orking trade shos or count$ fairs, should'e outfitted in matching shirts, hats, or hate&er else is a""ro"riate for the

setting# That is a smart use of logo em'laoned clothing and ser&es the

ad&ertising "ur"ose ithout looking forced#

/nother "lace $ou can use clothing ith logos is ith $our 'est customers# The$

ha&e that lo&eM attachment to $our 'rand and ill trul$ a""reciate the s"ecial

recognition $ou gi&e them '$ "resenting them ith 'randed clothing#

Reard Re%errals

/nother area in hich a logoed item orks ell is hen someone has gi&en $ou

a referral# Feard the referral ith the com"an$ 'rand and the$ ill feel as if

the$ are s"ecial# /gain, choice of more than one item ould 'e 'est#

"3&i,e is Cing

!f "ossi'le, let customers select a "romotional item H assuming it is not

"ersonalied H from se&eral $ou ha&e a&aila'le# omeone ho ants and needs

a "en ill actuall$ use it# The customer or "ros"ect ho could use an en&elo"e

o"ener ill select that#

Gie *&met3ing Get *&met3ing

%hen $ou gi&e a "romotional item to a customer or "ros"ect, $ou set u" an

e("ectation that often makes them ant to do 'usiness ith $ou# )ou donCt ha&e

to sa$ an$thing or make a 'ig deal of it, 'ut the$ ill feel an o'ligation#



31/39

$reak t3e I,e 6' $eing Ni,e

Gi&ing out "romotional "roducts is a good a$ to 'reak the iceM and start u" a

con&ersation# ometimes thatCs all it takes and ne(t thing $ou kno, the to of

$ou are communicating#

2929 +r&m&ti&nal sales are m&nit&red against target and ,&rre,tiea,ti&n implemented in line it3 &6:e,ties9

=or man$ small 'usiness oners, anal$tics 6 measurement and tracking of

metrics 6 is considered the ugl$ ducklingM of marketing# Tracking F! isnCt as

'est6lookingM as measuring e'site traffic or online con&ersions, so itCs rarel$

discussed and often o&erlooked# ometimes $ouCll onl$ remem'er to track $our

efforts after $ouC&e launched a marketing cam"aign 6 and at that "oint itCs too late#

Bnfortunatel$, it is often difficult or im"ossi'le to retroacti&el$ add tracking

mechanisms to measure marketing cam"aign "erformance# o, this is h$ it is

im"ortant to consider ho $ou ill measure cam"aign "erformance 'efore $ou

finalie an affiliate marketing cam"aign, launch $our ne(t media 'u$, click send

on an email 'last, or in&est time and mone$ into a traffic or con&ersion

o"timiation strateg$#

73' is +r&m&ti&n +er%&rman,e Imp&rtant

@&er$one sa$s tracking is im"ortant, 'ut ha&e $ou e&er reall$ thought a'out h$<

?ouldnCt $ou sim"l$ get aa$ ith dri&ing more traffic and con&ersions to 'e

successful<

The truth is 9o, $ou canCtJM

)ou a'solutel$ ill not 'e successful ith online marketing ithout "ro"er

tracking in "lace# ereCs h$N

• =irst, $ou need tracking so $ou can cut the fatM and ditch an$ cam"aigns

that are losing mone$# 9ot e&er$ marketing cam"aign $ou launch ill 'e

Learner Guide: 115845 Page *0


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successful# o, $ou need a a$ to determine hich marketing efforts are

asting $our time and mone$#

• econd, $ou need to track marketing efforts so $ou can rein&est more of

$our 'udget into cam"aigns that generate "ositi&e F!# =or e(am"le, one

of m$ clients as a'le to 'oost "rofits '$ 50 "ercent sim"l$ '$ turning offan un"rofita'le ad&ertising cam"aign and rein&esting the same ad 'udget

into a "rofita'le ad cam"aign# 9o change in ad s"end# / sim"le teak in

ad 'udget allocation im"ro&ed "rofita'ilit$#

Fr 7a's t& .eas#re .arketing +er%&rman,e

o"efull$ no $ouCre con&inced that tracking is essential I 'ut hat does it

mean in "ractice< ere are fi&e tracking s$stems e&er$ small 'usiness can use to

measure marketing cam"aign "erformance#

1# 7e6site Anal'ti,s! This one is more o'&ious than others# !t is im"ortant

to track ho much e'site traffic $ou get from all of $our marketing and

ad&ertising cam"aigns# Plus, ho man$ of those &isitors con&ert to leads

&ia e'form su'missions#

# +3&ne "all ra,king! !Cm ala$s sur"rised '$ ho man$ 'usinesses

donCt ha&e "hone call tracking in "lace# !tCs a sim"le tactic to track ho

man$ "hone calls are generated from each of $our marketing and

ad&ertising cam"aigns# =or e(am"le, $ou can use a different "hone

num'er for each of $our cam"aigns and then $ouCll easil$ kno ho man$

calls came in from each ad&ertisement#

*# "R. *ales ra,king: / customer relationshi" management ?F.2

s$stem is sim"l$ a data'ase to store $our leads, sales, and an$ other

'usiness contacts# )ou can also use an @(cel file or a Google

"readsheet to get started# ?F. tracking is critical for non6e6commerce

'usinessesE e6commerce 'usinesses can track sales using e'site

anal$tics since the sales occur online# oe&er, non6e6commerce

'usinesses make sales o&er the "hone and in6"erson here e'site

anal$tics are not rele&ant#



33/39

4# C+I ra,king! The four elements a'o&e are all tracking s$stems $ou need

to measure "erformance# e$ "erformance indicator P!2 tracking is ho

e 'ring it all together into a concise list of metrics that ill gi&e $ou O6ra$

&ision into all of $our marketing cam"aigns# / P! is an$ data "oint that

gi&es $ou insight into $our marketing "erformance# /s a small 'usinessoner, itCs $our o' to monitor the correct P!s I and then make data6

dri&en decisions to im"ro&e the o&erall marketing "erformance of $our

cam"aigns#



34/39

F-R.AI/E A**E**.EN 0 *- 2

Eplain t3e imp&rtan,e &% m&nit&ring t3e sales &r marketing strateg'9

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*ELF A**E**.EN

Learner Guide: 115845 Page **


35/39

"&n,ept (*- 2) I #nderstand t3isassessment ,riteria


.' N&tes

UNI *ANDARD



36/39

#ll $ualifications and art $ualifications registered on the National %ualifications &ramework are ublic roerty. Thus the only ayment that can be made for them is for service and reroduction. !t is illegal to sellthis material for rofit. !f the material is reroduced or $uoted, the 'outh #frican %ualifications #uthority('#%#) should be acknowledged as the source.

*-U AFRI"AN QUALIFI"AI-N* AU-RI?

REGI*ERED UNI *ANDARD!

Implement sales and marketing strategies

*AQA U* ID UNI *ANDARD ILE

115845 !m"lement sales and marketing strategies

-RIGINA-R

G3 iring er&ices

QUALI? A**URING $-D?

6

FIELD *U$FIELD

=ield 11 6 er&ices ?leaning, Domestic, iring, Pro"ert$ andFescue er&ices

A$E$AND

UNI *ANDARD?+E

+RE


37/39

UNI *ANDARD RANGE

Promotional material include 'ut is not limited to: 'anners, fl$ers, "osters, etc# Promotional "ro'lems include 'ut are not limited to: no customers, "rices and lack of "roduct#

*pe,i%i, -#t,&mes and Assessment "riteria!

*+E"IFI" -U"-.E 1

!nter"ret a sales or marketing strateg$#

A**E**.EN "RIERIA

A**E**.EN "RIERI-N 1

ales or marketing strateg$ is o'tained and read to familiarise themsel&es ith the content and its o'ecti&es#

A**E**.EN "RIERI-N

ales or marketing strateg$ is anal$sed and questions are asked to clarif$ areas on non understanding#


!m"lementation "lan is de&elo"ed in line ith o'ecti&es and tasks as listed in the sales or marketing strateg$#

*+E"IFI" -U"-.E

!m"lement a sales or marketing strateg$#

A**E**.EN "RIERIA


.erchandise required for the sales or marketing strateg$ is determined and o'tained from a""ro&ed su""liersor stores#

A**E**.EN "RIERI-N

Promotional material requirements are identified from the strateg$ and o'tained ithin the required time

frame#


Promotion is im"lemented according to strateg$ and on de&elo"ed im"lementation "lans#


Personnel are u"dated and trained on im"lementation of the "romotion according to the initial strateg$#


Promotional material is o'tained and set u" in line ith initial strateg$#

*+E"IFI" -U"-.E 2

.onitor the sales or marketing strateg$#

A**E**.EN "RIERIA


.erchandise quantit$ is constantl$ checked to meet "romotion duration and e("ected sales#

A**E**.EN "RIERI-N

Promotional "ro'lems are identified and correcti&e action im"lemented in line ith com"an$ guidelines#

Learner Guide: 115845 Page *+


38/39


Promotional sales are monitored against target and correcti&e action im"lemented in line ith o'ecti&es#

UNI *ANDARD A""REDIAI-N AND .-DERAI-N -+I-N*

/n indi&idual ishing to 'e assessed including through FPL2 against this unit standard ma$ a""l$ to anassessment agenc$, assessor or "ro&ider institution accredited '$ the rele&ant @TK/#

/n$one assessing a learner against this unit standard must 'e registered as an assessor ith the rele&ant@TK/#

/n$ institution offering learning that ill ena'le achie&ement of this unit standard or assessing this unitstandard must 'e accredited as a "ro&ider ith the rele&ant @TK/#

.oderation of assessment ill 'e conducted '$ the rele&ant @TK/ at its discretion#

UNI *ANDARD E**ENIAL E.$EDDED CN-7LEDGE

/n understanding of sales and marketing strategies /n understanding of "romotional techniques

UNI *ANDARD DE/EL-+.ENAL -U"-.E

9A/

UNI *ANDARD LINCAGE*

9A/

"riti,al "r&ss


39/39

UNI *ANDARD A**E**-R "RIERIA

9A/

UNI *ANDARD N-E*

/s "er the /K/ decision, after consultation ith the Kualit$ ?ouncils, to re6register all qualifications and "artqualifications on the 9ational Kualifications =rameork that meet the criteria for re6registration, this unitstandard has 'een re6registered from 1 ul$ 01#9A/

lg -115845 - implement sales and marketing strategies

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