Launching the New Leadership Training For Managers - sales ...

Welcome to Success!
Launching the New
Leadership Training For Managers
• This presentation explains an analytical process to
produce a customized launch plan for the New
Leadership Training for Managers course.
• This process demonstrates how, when and where to
use promotional materials provided on this site.

Let’s begin!
Launching the New
Leadership Training For Managers
Think about the following questions:
• Can you determine what is the best type of potential
customer?
• How can you raise awareness and get contacts?
• How can you get more appointments?
• What should you be thinking of when a sale is finalized?

Here is a useful way to divide up the account base . . .
Account Types (Buckets)
In any Sponsorship, we may find that we have three types
of accounts:
• Individual: companies that send 1-3 enrollments per
year. (A typical Sponsor may have the bulk of his/her
accounts in this spending bucket.)
• Team: companies that send 5-10 enrollments per year.
• Strategic: companies that spend over $25K per year.

The first task is to analyze your existing accounts.
Determine how many of your accounts are Strategic, Team, and Individual.
The following slides will present a plan for each of these three buckets.
Account “Buckets” and
Planned Migration
100 Accounts
Strategic 1-2
Team 5-8 Individual 90
$25K+
$5-10K $2K

Let us now develop a plan for Strategic Sales.
Strategic Sales Process
Targeting Awareness Contact Phase Closing
Contact Existing/
Dormant Clients
Corporate Needs
Assessment
Target
Audience
Contact New
Prospects
Appointment
Decision Maker
Finalize Sale
Choose Team

Strategic Targeting Stage.
Consider the criteria on this slide to select potential profitable accounts.
Remember, we always recommend that you begin with your existing client base.
Strategic Sales Process
Strategic – Target Audience Selection
Existing and Dormant Accounts
with strategic potential
that have gone through team training
New Accounts
with strategic potential
What to consider when selecting accounts:
• Size of company
• Relationships with decision makers
• Familiarity with industry/past training in industry
• Number of trainable employees
• Good prospects long-term
• Industry/company in change

Strategic Awareness !Stage.
What promotions can you use to contact existing and prospective accounts?
This slide provides promotional tactics.
Strategic Sales Process
Targeting Awareness Contact Phase Closing
Personalized Client Letter with
Leadership Training for Managers Brochure or Self-Mailer
Contact Existing/
Dormant Clients
Corporate Needs
Assessment
Target
Audience
Appointment
Decision Maker
Finalize Sale
Contact New
Prospects
Personalized Client Letter with
Leadership Training for Managers Brochure or Self-Mailer

Strategic Contact Phase stage.
How do you react to non-respondents, rejecters, and fence sitters?
Consider these promotional tactics.
Strategic Sales Process
Targeting Awareness Contact Phase Closing
Telephone Follow-up
Letter or Fax
Target
Audience
Contact Existing/
Dormant Clients
Contact New
Prospects
Appointment
Decision Maker
Corporate Needs
Assessment
Finalize Sale
Choose Team
Telephone Follow-up or
Assessment Form / BID Offer
Letter or Fax

Strategic Closing stage.
What more can you do at this stage?
Strategic Sales Process
Targeting Awareness Contact Phase Closing
Thank You Letter with Follow-up Plan to Client Decision Maker
Congratulations Letter, Memo or E-mail to Individual Participants
Contact Existing/
Dormant Clients
Corporate Needs
Assessment
Target
Audience
Contact New
Prospects
Appointment
Decision Maker
Finalize Sale
Choose Team
Thank You Letter with Follow-up Plan to Prospect Decision Maker
Congratulations Letter, Memo or E-mail to Individual Participants

Let us now develop a plan for Team Sales.
Notice the four stages are the same as the Strategic Sales Process
(Targeting, Awareness, Contact Phase, Closing).
Team Sales Process
Targeting Awareness Contact Phase Closing
Target
Audience
Contact
Graduates
Contact New
Prospects
Contact
Decision
Maker
Appointment
Decision Maker
BIW
Finalize Sale
Choose Team

Team Targeting Stage.
Consider the criteria on this slide to select potential profitable accounts.
Remember, we always recommend that you begin with your existing client base.
Team Sales Process
Team – Target Audience Selection
Existing and Dormant Accounts
with team potential
that have given you 1-3 enrollments
New Accounts
with team potential
What to consider when selecting accounts:
• Size of company
• Relationships with decision makers
• Familiarity with industry/past training in industry
• Number of trainable employees
• Good prospects long-term
• Industry/company in change

Team Awareness !Stage.
What promotions can you use to contact existing and prospective accounts?
This slide provides promotional tactics.
Team Sales Process
Targeting Awareness Contact Phase Closing
Graduate Interview —
Determine Interest and
Decision Maker’s Name
Personalized Client Letter with
Leadership Training for Managers Brochure or Self-Mailer
Target
Audience
Contact
Graduates
Contact New
Prospects
Contact
Decision
Maker
Appointment
Decision Maker
BIW
Finalize Sale
Choose Team
Personalized Prospect Letter with
Leadership Training for Managers Brochure or Self-Mailer

Team Contact Phase. For all the accounts that did not respond to your awareness tactics,
consider the promotion on this slide to try again for an appointment. If a potential client
rejects you after an appointment, consider the two promotions below.
Team Sales Process
Targeting Awareness Contact Phase Closing
Telephone Follow-up or
Assessment Form / BID Offer
Letter or Fax with 1-Page
Course Description
Target
Audience
Contact
Graduates
Contact New
Prospects
Contact
Decision
Maker
Appointment
Decision Maker
BIW
Finalize Sale
Choose Team
Telephone Follow-up or
Assessment Form / BID Offer
Letter or Fax with 1-Page
Course Description

Team Closing !Stage.
What should you do at this stage?
Team Sales Process
Targeting Awareness Contact Phase Closing
Thank You Letter with Follow-up Plan to Client Decision Maker
Congratulations Letter, Memo or E-mail to Individual Participants
Target
Audience
Contact
Graduates
Contact New
Prospects
Contact
Decision
Maker
Appointment
Decision Maker
BIW
Finalize Sale
Choose Team
Thank You Letter with Follow-up Plan to Prospect Decision Maker
Congratulations Letter, Memo or E-mail to Individual Participants

Let us start developing a plan to market to individuals.
Take a look at the diagram on this slide. Notice the four stages are the same as the
Strategic and Team Sales Process (Targeting, Awareness, Contact Phase, Closing).
Individual Sales Process
Targeting Awareness Contact Phase Closing
Target
Audience
Contact Existing
Clients/Graduates
Contact New
Prospects
Appointment
Decision Maker
or Individual
Finalize Sale

The first stage is Targeting.
Consider the criteria on this slide to select potential profitable accounts.
Remember, we always recommend that you begin with your existing client base.
Individual Sales Process
Individuals – Target Audience Selection
Existing and Dormant Accounts
New Accounts
What to consider when selecting accounts:
• Size of company
• Relationships with decision makers
• Familiarity with industry/past training in industry
• Number of trainable employees
• Good prospects long-term
• Industry/company in change

The second stage is Awareness.
What promotions can you use to contact existing and prospective accounts?
This slide provides promotional tactics.
Individual Sales Process
Targeting Awareness Contact Phase Closing
Personalized Letter with Leadership Training for Managers Self-Mailer or
E-Mail Announcement
Target
Audience
Contact Existing
Clients/Graduates
Contact New
Prospects
Appointment
Decision Maker
or Individual
Finalize Sale
New Prospect Letter with Leadership Training for Managers Self-Mailer or
E-Mail Announcement

The third stage is the Contact Phase.
For all the accounts that did not respond to your awareness tactics,
consider the promotion on this slide to try again for an appointment.
Individual Sales Process
Targeting Awareness Contact Phase Closing
Telephone or E-mail Follow-up
Target
Audience
Contact Existing
Clients/Graduates
Contact New
Prospects
Appointment
Decision Maker
or Individual
Finalize Sale
Telephone or E-mail Follow-up

The fourth stage is Closing.
How can you get even more business?
Consider these promotional ideas.
Individual Sales Process
Targeting Awareness Contact Phase Closing
Thank You Letter to Decision Maker and
Welcome Letter or E-mail to Individual
with Logistic Information
Target
Audience
Contact Existing
Clients/Graduates
Contact New
Prospects
Appointment
Decision Maker
or Individual
Finalize Sale
Thank You Letter to Decision Maker and
Welcome Letter or E-mail to Individual
with Logistic Information

What should you do next?
Next Steps
• Build list of prospective and existing accounts to be your
target audience for buckets — Strategic, Team, Individual
• Develop tactics and promotional materials to make these
potential clients aware of the Leadership Training for
Managers
• Use the sell process to reach non-respondents, rejecters, and
fence sitters
• Finalize sales and discover additional sales opportunities
• Track results

Create a track form for the entire Sponsorship and
for each Training Consultant.
How to Track Results
?
Number of
Targeted
Accounts
?
Number of
Contacted
Accounts
?
Number of
Appointments/
Presentations
Made
?
Number of
Sales/
Enrollments

Set goal for final sales, appointments and contacts.
Then, measure how close to your goal you are each week.
Sample Track for Teams
200
Number of
targeted
Accounts
80
Number of
Contacted
Accounts
20
Number of
Appointments/
Presentations
Made
5
Number of
Sales/
Enrollments

Use this analysis to identify your strengths and address your weaknesses
(e.g., Why were so few contacted?).
Analyze Tracked Results
200
40%
Contacted
Number of
Targeted
Accounts
80
Number of
Contacted
Accounts
25% Become
Appointments
20
Number of
Appointments/
Presentations
Made
25% Become
Sales
5
Number of
Sales/
Enrollments

Here’s how you WIN!
Benefits from Tracking Results
• Use objective information to evaluate the strategies
and tactics of your plan. Identify selling messages
and strong promotions. Adjust usage appropriately.
• Use objective means to evaluate Training Consultant
performances. Identify and communicate best
practices.
• Make your future plans more effective. Results help
you assess the potential of future strategies and tactics.