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Developing and Communicating Compelling Customer Propositions (On-Demand)

SKU: LB2005-pd

Duration: 11 Hours

Description

For businesses to be successful, they need to align with their customers’ requirements in a number of key ways - but fundamentally it comes down to understanding the customer(s), creating compelling customer propositions, communicating those propositions, and enabling the value exchange. It encompasses product development, marketing and marketing communications, and business development / sales activities.

This programme looks at the customer proposition holistically. It covers all the key elements needed to develop a sustainable business model that is tightly aligned with customer requirements, gets the right information in front of the right customers in an engaging and compelling way, and supports the overall strategy by delivering sustainable competitive advantage.

We use exercises, case studies, break-outs and discussions to develop competencies and confidence, and the tools used will allow participants to apply the techniques to the workplace immediately.

Topic Areas Include:

Creating Compelling Customer Propositions

  • Customers – Making Critical Choices
  • Strategy and the Customer Proposition
  • Customer Segments
  • Products
  • Brand
  • Components of a Brand
  • Pricing
  • Expectation and Consistency
  • The 80/20 Golden Rule

Sales and Business Development

  • Linking Marketing and sales – Lead Generation
  • Sales – Common Objections
  • Overcoming Common Objections
  • Establishing a Sales Decision Process
  • Responding to RFPs
  • Telecoms Business Simulation

Communicating Compelling Customer Propositions

  • Channels to Market
  • Key Elements of the Marketing Message
  • The Psychology of Persuasion
  • Segments, Profiles, Emotion
  • Marketing Communications
  • Online Marketing
  • Marketing Systems and Frameworks
  • Customer Retention and Loyalty
  • Marketing Communications Plan
  • Developing a Marketing Communications Plan
  • Developing a Campaign for Lead Generation / Sales
  • Assessing the Marketing and Communications Plan - KPIs
  • International Marketing
  • Market Research
  • Marketing Resource
Product form

Course Features:

  • 3 Months Access
  • Features Videos and Illustrated Course Books
  • Dedicated Tutor Support
  • Regular Assessments and Earn Digital Badges

    £95.00 Excl. VAT

      Included in Training Packages:

    Industry Primers Collection

    12 Months: £450 Excl. VAT
    Subscribe to the Wray Castle Industry Primers Collection of over 40 primers. Learn more.

    Wray Castle Hub

    6 Months: £945 | 12 Months: £1400 Excl. VAT
    A subscription gives you unlimited access to this course and 35+ extended courses, plus the Primer Collection, providing over 600 hours of learning material, 220+ learning modules, and 1,200+ videos. Learn more.

    Description

    For businesses to be successful, they need to align with their customers’ requirements in a number of key ways - but fundamentally it comes down to understanding the customer(s), creating compelling customer propositions, communicating those propositions, and enabling the value exchange. It encompasses product development, marketing and marketing communications, and business development / sales activities.

    This programme looks at the customer proposition holistically. It covers all the key elements needed to develop a sustainable business model that is tightly aligned with customer requirements, gets the right information in front of the right customers in an engaging and compelling way, and supports the overall strategy by delivering sustainable competitive advantage.

    We use exercises, case studies, break-outs and discussions to develop competencies and confidence, and the tools used will allow participants to apply the techniques to the workplace immediately.

    Topic Areas Include:

    Creating Compelling Customer Propositions

    • Customers – Making Critical Choices
    • Strategy and the Customer Proposition
    • Customer Segments
    • Products
    • Brand
    • Components of a Brand
    • Pricing
    • Expectation and Consistency
    • The 80/20 Golden Rule

    Sales and Business Development

    • Linking Marketing and sales – Lead Generation
    • Sales – Common Objections
    • Overcoming Common Objections
    • Establishing a Sales Decision Process
    • Responding to RFPs
    • Telecoms Business Simulation

    Communicating Compelling Customer Propositions

    • Channels to Market
    • Key Elements of the Marketing Message
    • The Psychology of Persuasion
    • Segments, Profiles, Emotion
    • Marketing Communications
    • Online Marketing
    • Marketing Systems and Frameworks
    • Customer Retention and Loyalty
    • Marketing Communications Plan
    • Developing a Marketing Communications Plan
    • Developing a Campaign for Lead Generation / Sales
    • Assessing the Marketing and Communications Plan - KPIs
    • International Marketing
    • Market Research
    • Marketing Resource

    Included in Wray Castle Hub
    - The complete Telecoms Training Package

    Unlimited access to a comprehensive library of material covering key technology and business topics within the telecoms industry.

    • 12 Months Access
    • 500+ hours of material, 35+ Courses, 190+ Modules, and 1,000+ Videos.
    • Earn Digital Badges to demonstrate the depth of your knowledge

    Learn More Subscribe

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