1 Marc Thornton DTA Marketing “providing vision and direction for our client’s profitable growth”

2 Marc Thornton AIB Deloitte Securicor Superquinn DTA Marketing IHI - Fellow MII – graduate Golf, golf firms Train 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 3

Training Open In company One to One Certificate Marketing, Sales and Customer Care Mystery Shop (before and after) 4

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? 5

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Keep them sweet - they’re worth a fortune! Marc Thornton

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11 Where Now? Where going? How get there? Marketplace analysis SWOT & Market research Objectives & strategies Marketing activities Budgets/controls

12 InternalExternal Weaknesses Threats Strengths Opportunities

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14 Try existing products (competition) Listen to friends (W.O.M.) Observe promotional activity Samples See our marketing efforts

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

16 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 18

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22 Budget – top 10 ideas - FREE Esurvey Esignature Direct marketing Ezine Powerpoint presentations KIT Ecards Flyers PR Networking

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27 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 28

29 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.

30 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!

31 “Winning Lifetime Customers” “Winning Lifetime Customers” Book on Marketing and Customer Care Marc Thornton Managing Director DTA Marketing