Description

This training will allow you to acquire the methods and tools to define your Commercial Action Plan (PAC), to identify the relevant operational marketing actions, to master the stages of constructing the PAC and to practice its implementation. implementation and control procedures.

Who is this training for ?

For whom ?

This training is aimed at sales managers, sales managers, sales managers, all people responsible for deploying operational and commercial strategies.

Prerequisites

Knowledge of marketing.

Training objectives

Analyze your portfolio or market Set your objectives and develop your overall commercial strategy Build your Commercial Action Plan and translate it into operational marketing actions Monitor, evaluate and adapt your Commercial Action Plan Promote your Commercial Action Plan to your management and employees

Training program

• From the marketing plan to the Commercial Action Plan
  • The PAC: translate marketing objectives into commercial objectives.
  • Define marketing and commercial indicators.
  • Take ownership of the architecture of the approach and its stages .
  • Prevent conflicts with other functions.
• Analyse et diagnostic
  • Understand the significant facts by market and customer segment.
  • Analysis of the customer portfolio.
  • The strengths and weaknesses of the sales team.
  • Study the competition. Construct the SWOT matrix by sales sector.
• Define your objective strategy
  • Validate your strategic areas of activity (DAS): strategic segments and targeting, products...
  • Set actions in line with marketing objectives: ABC matrices, products /clients.
  • Define your positioning by customer segment.
• Decide on actions and build your Action Plan
  • Analyze performance, areas for improvement.
  • Define your pricing strategy.
  • Distribution: definition of the pricing policy and the appropriate network.
  • Communication: promotions, consumer advertising, management of the sales force.
  • Sales policy: matching resources to the initial strategy.
  • Construction of a Plan internal and external actions.
• Plan, launch and control actions
  • Establish the forecast operating account.
  • Drafting action description sheets.
  • Take inventory of resources: choice and distribution.
  • Establish customer action, operational marketing and management plans.
  • Monitoring dashboards.
• Know how to “sell” your PAC to your hierarchy and colleagues
  • Simplify the presentation of the PAC.
  • Find the right arguments to obtain support.
  • Sell your PAC to Management, to salespeople.
  • Start the action: the marketing/sales meeting.