41 Buying courses delivered Live Online

Customers are astute and well-practised in researching and seeking information, solutions and added value in the minimum number of clicks online. There's only so much time they're willing to spend carrying on clicking. This mentality isn't just restricted to the world of B2C. In our increasingly hectic world, where information is expected to be available instantly, it applies just as much to B2B. In this workshop, we look at how putting yourself in the shoes of your customer and mapping their decision-making and buying journey is critical to ensuring that you provide what they perceive as fast solutions and added value. You will learn all about the three pillars for creating competitive brand experiences: Customer engagement planning puts you firmly in the shoes of your customer, helping you to build meaningful marketing communications delivered through the right resources at the right time to inspire your customers to engage with you. This programme will help participants to: * Understand the evolution of the customer buying journey * Map a customer buying journey for your brand or solutions * Understand the customer micro-moments and signals indicating interest and buying intent, both online and offline * Apply the psychology of branding to build marketing communications with impact * Develop sales and marketing content that differentiates your brand(s) from the competition by demonstrating unique value and how you can meet your customer's needs 1 THE EVOLUTION OF THE CUSTOMER JOURNEY * Understand how the use of mobile has had an impact on the customer buying journey where today's customers can research and compare products and solutions whenever and wherever they like, making the purchase journey even less linear * Explore how marketers are adapting to this new customer behaviour and drawing upon various strategies to win the hearts and minds of their audiences 2 THE SEE-THINK-DO-CARE FRAMEWORK * Explore the many different frameworks used to track the customer journey * Understand and apply the modern marketing model, where the internet has enabled the customer to hop between multiple touchpoints before making a purchase decision 3 CUSTOMER MICRO-MOMENTS AND SIGNALS IN THEIR BUYING JOURNEY * Understand the online and offline moments when customers seek information to research and make buying decisions * Apply this understanding to build a marketing communication plan to reach customers at all stages of their buying journey 4 THE ROLE OF BRANDING IN THE CUSTOMER JOURNEY * Explore the psychology of branding * Learn how to ensure your branding is relevant to your target customer needs * Bring together your brand value and story to achieve brand loyalty 5 THE WHY-HOW-WHAT FRAMEWORK * Apply a systematic approach to build a successful and compelling brand * Understand how starting with 'why' will help build your brand purpose * Apply the content marketing matrix to communicate your brand's value * Apply the hero-help-hub model to build engaging content marketing ACTIONABLE OUTCOMES We will use your brand examples to provide opportunities for practice: * You will learn and reflect on best practice examples of customer engagement * You will discover your brand value, purpose and the 'sweet spot' to drive engagement with your customers * You will create a customer engagement plan that can be implemented immediately within your business * You will receive immediate feedback on your customer engagement plan * You will have the opportunity to share common issues and solutions with your colleagues in the group

Introduction to watercolour Artist-taught watercolour course that will get you inspired and confident to practise with this wonderful medium!

The market for professional services is becoming increasingly competitive, with some firms and individuals becoming very effective at winning new work, leaving others lagging way behind. Given the choice between spending time on client work and business development work, we all tend to choose that which we feel to be easier, more attractive and more aligned with our image of ourselves. We stay within our comfort zones, we focus on client work, and we only resort to business development work when we have to, which can also lead to 'feast or famine' syndrome. The programme will help participants: * Understand the professional business development approach and the style that is appropriate for their business and their clients * Follow a process to guide their conversations and business development meetings * Prepare thoroughly for a business development meeting/contact with a client to ensure they use their time efficiently and maximise results * Create a great first impression and professional opening to a conversation * Ask open questions and listen effectively in order to spot opportunities, understand needs and progress the opportunity * Identify and understand buying and decision-making processes and criteria * Skilfully and confidently handle questions and objections * Sell the benefits of their services and approach over those of their competitors * Progress the sale by agreeing next steps and gaining commitment appropriately 1 INTRODUCTION * Aims and objectives of the programme * Personal introductions and objectives * Workshop overview 2 AN INTRODUCTION TO BUSINESS DEVELOPMENT AND SELLING FOR PROFESSIONALS * What is selling? * Who are you selling to? * The buying experience * What clients want * The four-step business development process * The business development cycle and pipeline management * Upselling and cross-selling as well as winning new clients 3 NETWORKING AND GENERATING LEADS * What is networking? * Networking objectives * It's not what you know but who you know * Asking for referrals and introductions * Making appointments from networking activity 4 OPENING THE SALES RELATIONSHIP/SALES MEETING * What potential customers are thinking * Judging first impressions * Creating positive first impressions * Building rapport and creating interest and impact * Earning the right 5 CORE COMMUNICATION SKILLS FOR PROFESSIONAL SELLING * Overcoming barriers to listening * The art of listening * Questioning refresher * Types of questions * Questioning funnel 6 UNDERSTANDING AND IDENTIFYING NEEDS AND OPPORTUNITIES * Identifying the questions to ask to identify needs and opportunities * Questions to move us through the buying and selling process * Understanding their buying processes * Asking questions that position you as a 'trusted adviser' * The questions that give you a competitive advantage * Knowing when you have asked enough questions 7 INTRODUCING SOLUTIONS * Tailoring your 'pitch' to the client * Speaking the client's language * Using features and benefits * Applying the benefit cycle 8 HANDLING OBJECTIONS AND CONCERNS * Identifying the typical objections and concerns * Understanding why clients raise objections and concerns * Following a structure for handling objections * Handling the price objection 9 GAINING COMMITMENT * Knowing when to close * The art of checking * Recognising buying signals * Small c and big C 10 PUTTING IT ALL TOGETHER * Personal learning summary and action plans

Bad news - people don't buy your product. Better news - they don't buy anyone else's product either. Best news - they do buy what a product gives them, whether it be removing 'pain' or giving 'pleasure'. So what a challenge it is that every single person buys your product for a slightly different reason! What's the secret to selling in that sort of sales environment? This programme provides a great roadmap. This course will help participants: * Build rapport with authenticity * Use open questions, listening and summary to properly understand the prospect * Use 'impact' questions to 'stack the pain' of remaining with the status quo * Convert features into personalised benefits that reflect stated needs * Handle objections with calm confidence * Identify buying signals * Close effectively * Convey credible urgency centred on the prospect's - not the salesperson's - interests 1 WHAT MAKES A CUSTOMER BUY ANY PRODUCT? * Moving towards 'pleasure' * Moving away from 'pain' * Robert Cialdini's Psychology of Influence - buying motives * Understanding what your product does for customers * Why there is never a 'one size fits all' approach * What are the real 'unique selling points' and why the salesperson is the real 'USP' * At what point does the customer emotionally buy your product? 2 GETTING PAST GATEKEEPERS * What gatekeepers' motivations are * How to make them your friend rather than your enemy * How to make your call harder to block than to put through * How to control the gatekeeper with questions, not answers * Using Cialdini's 'reciprocity' law to get put through more often * Practical exercise in which the trainer poses as gatekeeper 3 QUESTIONING AND LISTENING SKILLS * How to use open questions to get the customer talking * What questions to avoid and why * How to 'stack the pain' of the status quo with 'impact questions' * Practical 'pain stacking' exercise in pairs * What listening is and what it isn't * Question funnelling - how to earn deeper disclosure through probing * Practical funnelling exercise in pairs * The power of summary 4 HOW TO CREATE TAILORED BENEFITS AND NOT 'DIVE INTO SOLUTION' * What is 'diving into solution'? Examples and analogies * Why it is to be avoided * Practical exercise in pairs - how it feels to have solutions offered up too early * How to avoid 'feature-dumping' * What is 'value selling'? * How to create tailored benefits * How to convert product features into benefits * How to deal with the prospect's competitor allegiance 5 HANDLING OBJECTIONS AND TESTING THE WATER * How to overcome the price objection by selling value * Common objections the participants encounter and answers that work * The objections salespeople carry in their own heads * The 'A-C-E' objection-handling model * How to uncover objections * When - and when not - to trial close 6 CLOSING SKILLS * Why salespeople often close too early * How to identify buying signals * How to use urgency with skill and effectiveness * Four killer closing techniques that work * How to avoid buying the product back by careless post-sale talk * How to ask for referrals for your product * How to 'farm' the account for future opportunities 7 WRAP-UP * Key learnings from each participant * Individual action planning - steps that can and will be implemented in the workplace

Women in Banking Leadership Workshop Workshop Overview: Unleash your potential - The Banking and Financial Services industry is a constantly changing sphere that calls for emerging leaders to adapt and grow in order to thrive and succeed. Often those wanting to take the next step in the field find it hard to see their full value and potential,  slowing their progress in a world full of opportunities. Emerging leaders will need to understand their professional values and know how to cultivate a growth mindset to stand out and fulfil their career desires.  This interactive virtual workshop will provide emerging leaders within the field the skills to understand the strengths that they are able to bring to the corporate table to confidently unleash their potential. It will particularly benefit those who aspire to move beyond early management to broader leadership roles. Kat will guide attendees to unlock their potential through releasing self-doubt, connecting to their unique contribution and forming a confident, strategic leader that will drive an organisation to success. -------------------------------------------------------------------------------- Our Aims for the Workshop: * Navigate key challenges and change in fast-paced work-places * Understand the value of embracing complexity, uncertainty and diversity * Negotiate diversity and inclusion biases, enablers and blocker -------------------------------------------------------------------------------- Topic 1 Define your leadership style * What are the capabilities, attributes and skills of an influential leader? * What is your unique contribution? Is this congruent with your personal brand? * Align your leadership strengths and values with the expectations and culture of your organisation. Topic 2 Leading with Emotional Intelligence (EQ) * Understand your EQ and its impact on the way you are perceived as a leader * Leverage your EQ in the workplace both in person and online * Embrace qualities of empathy and authenticity to become a better leader Topic 3 Interactive Panel Q&A Discussion: * Open Q&A with Senior Female leaders within the banking sector.  * Please see below the panel and biographies of each panellist. Topic 4 How to be known as a strategic leader * Understand the uplevel from management to leadership and how to articulate your strategy * How to translate broad leadership tools and tactics into practical, personalised results * Move from transactional to transformational leadership  Topic 5 Strengthen your resilience and resolve * What is stress and how do you “show-up” on a bad day? * Bounce back from challenging situations and predicaments * Effectively manage conflict and turn negativity into an opportunity -------------------------------------------------------------------------------- Who will attend? * Emerging Leaders looking to step into management roles * Current Leaders looking to progress into senior management roles This workshop is open to any woman who works in the banking sector that wants to take her next step in their career; women include trans women and non-binary people who are comfortable in a female-centred group. -------------------------------------------------------------------------------- Group Rate Discounts 2-3 people, 7% discount 4+ people, 20% discount We have two group rates which you can take advantage of depending on the size of the group you wish to book: Option 1️⃣ Groups between 2 & 3 are eligible for the 7% Discount. Please use this code at checkout: GROUP 2+  Option 2️⃣ For groups of over 4+ attendees, the eligible discount is 20%.   Please use this code at checkout: GROUP 4+  Where do I add the discount code?  -------------------------------------------------------------------------------- Your Facilitator Kat HutchingsKat coaches Executives and senior leaders in scale businesses to develop their leadership capability, build high-performing teams and create a culture that motivates and delivers. She works with them to identify their unique contribution and lead in a way that's aligned with who they are.  Clients that work with Kat connect to their sense of purpose and how they contribute to the organisation. This creates a ripple effect through their team as they step into more powerful and impactful leadership. Kat coaches for insight - because a single insight can inspire action that changes everything.  Client outcomes include improved sales performance, successful delivery of change & transformation programmes and greater employee engagement & wellbeing.  Kat is an accredited Professional Executive Coach with the Association for Coaching and a Master NLP Practitioner. She has studied neuroscience, mindfulness and resilience, often bringing these insights to her coaching and training.  Combined with her experience as a leader in Financial Services, Kat’s clients find her to be commercially minded, knowledgeable and positively challenging. Her background as a corporate banker means Kat is quickly able to understand the context, including a firm’s strategy, vision and drivers. As a former Head of Coaching for the London & South East region of a FTSE 100 organisation, Kat is also well versed in leadership development programmes – their design, delivery and embedding through coaching. Outside of her coaching work, Kat spends lots of time with her husband and 2 young children. She enjoys trying different wines, talking to interesting people, having new experiences and buying flowers. -------------------------------------------------------------------------------- THE PANEL The final panel is coming soon ⏳

This workshop will help you create, develop and close business opportunities using a consultative approach and a value-based (not price-led) proposition. Value-based selling means working the way your customer wants to buy, not how you want to sell. It also means: In a transactional sale the customer knows the answer without help from a salesperson (or cannot see why they should choose you), or is prepared to stay with what they have. Customer decision criteria are price and convenience and customers resent time spent with (new) salespeople, mainly because the salesperson adds little or nothing to what the customer already has and just wastes time. In a consultative or value-based sale, by contrast, the customer doesn't know the answer already. The salesperson must take the role of an advisor, not just a 'product promoter'. Customers demand expertise, advice and customisation during the sales process. Often customers insist on multiple meetings with salespeople and others to develop advantages that you can bring and reduce the perceived risk of changing. In this way the salesperson often adds more value than the product or service alone. This very practical workshop will help you use proven strategies and tactics to build, manage and successfully close sustainable business opportunities using a consultative approach and a value-based (not price-led) proposition. This includes: * Increased impact of your new sales conversations, presentations and proposals - leading to faster decisions and increased conversion * Greater confidence, consistency and professionalism throughout the business development process * Enhanced sales questioning skills and techniques, leading to better, faster and more accurate development of customer needs, problems, value and expectations * Improve your people, communication, influence and persuasion skills when approaching, consulting or presenting your services and solutions * How to build value at all points in the customer's buying process through your knowledge, skills and structured approach * Proven ways to gain additional business and referrals from existing customers and contacts, through direct approach and lead generation * Being better able differentiate your firm, your solutions, track-record and expertise clearly and accurately with tailored value statements for each stage and for each opportunity * Overcome and avoid price-based objections, buying criteria and negotiation 1 INTRODUCTION AND KEY PRINCIPLES OF VALUE-BASED SELLING * Introduction and review of pre-course questionnaires - KPIs, personal learning objectives and key principles * The main principles of value-based selling and how they benefit you and the customer * How value-based selling differs from 'transactional' or 'price-based' selling * The stages of the customer's buying cycle - how to identify and work through strategies for each stage * The concept of structured and set-piece selling and proposing * Presentation by participants: Personal sales improvement goals 2 VALUE-BASED SELLING STRATEGIES AND SKILLS * What is value? How can one move away from a price-led agenda? * How to survive and resist price pressure - six techniques * A review of key competencies and skills needed for a value-based approach * Strategies, case studies and examples with discussion and review * Defining your initial value proposition and comparative advantage * How best to established the right level of trust, rapport and credibility * Planning and practice session: Strategy - mapping a value-based sales process. 3 CONNECTING SKILLS * Research before the meeting and the first few minutes - ways to gain instant rapport and setting the foundation for a successful outcome in a first sales call * How to structure an effective first time sales call or meeting - the subtle differences that are important to master * How best to differentiate your solutions and build credibility and enthusiasm early or at the start of the buying process * Overcoming initial buying resistance and relaxing the prospect; gaining rapport, opening the meeting: PBC (purpose-benefit-check) and gaining agreement to proceed * Planning and practice session: Connecting - first meeting with a new contact 4 CONSULTING - BUILDING, DEVELOPING AND INFLUENCING CLIENT NEEDS * Understanding the power of high-impact and third-level questions to influence people based around specific needs and solutions * The importance of body language and other personal communication dynamics when asking questions; empathic listening, run-on questions, drawing out skills, summarising, etc * Creating a 'disturb' approach to creating needs and opportunities and positioning your solutions * Using proven advanced sales questioning techniques with greater skill: Outcome, SPIN and qualification questions * 'Decision-making criteria' - tools to help you develop the relevant criteria with the customer and in doing so progress your sales opportunities more effectively * Planning and practice session: Questioning skills 5 CONVINCING - PRESENTATION AND PERSUADING SKILLS PRACTICE * Substance and style - selecting the right tone and content to engage and enthuse your prospect * Compelling benefits and reducing perceived risk - key messages to deliver * Helping the customer choose your proposition - by being convincing, compelling and credible when you present * Professional and effective presentation skills - with personal coaching and practice sessions * The keys of influence and persuasion and the keys to convincing a new customer to choose you for the first time * Planning and practice session: Role-play in presenting your solution 6 COMMITMENT * Knowing when and how to close for commitment to the next stage in your sales process, plus ways to ask for commitment professionally and effectively * How to isolate, prioritise and answer objections and concerns more openly and accurately, using a consultative not a confrontational approach * Deal more effectively and profitably with price objections and reduce buyer's remorse (which can lead to an 'I want to think about it' reaction and cause delay and inertia) * Key negotiation skills around the closing process - getting to 'yes' * Planning and practice session: Role-play in closing and negotiation skills 7 ASSESSED ROLE-PLAY - FINAL PRACTICE SESSION Live role-plays * There is an option for external participants to be brought in to the live training workshop to take-part in the final assessed role-play or assist with other sessions run during the course. Performance assessment - 'Dragon's Pitch' * The final afternoon of the course is an assessed role-play using a prepared scenario and external 'CEO'. The assessment criteria will be agreed prior to the workshop. 8 WORKSHOP SUMMARY AND CLOSE * Personal action plan and learning summary

Learn how to repair your clothes and learn some classic darning techniques with Sarah Ward, via Zoom

An interactive workshop experience with personal stylist Emma Shoe, sharing her expertise on how to create a wardrobe you'll truly treasure! How To Create A Wardrobe To Treasure............ * Do you have a wardrobe full of clothes that you don't love? * Do you have lots of things hanging in your wardrobe you never or rarely wear? * Do you mostly default to the same few outfits all the time? * Thinking you'd like to have less stuff, but value what you do have more? * Keen to discover more planet friendly ways to update your wardrobe? This group styling experience is for you if you answered yes to any of these questions. During the workshop, we will share wardrobe treasures, discuss personal style, look at shape and colour and more sustainable ways to create your wardrobe. You'll get the opportunity to 'play' with creating outfits and experiment with new looks for your own wardrobe. The practical and tangible outcomes you'll experience from this workshop include: * How to edit what's in your wardrobe. * Emma's approach to eliminate regretful shopping mistakes and binge buying. * The flat-lay method to create outfits and plan looks. * How to create your wardrobe of treasure. * Why and how to embrace the circular fashion model. * Access to Emma's black book of favourite pre-loved treasure troves. About Emma: Emma (Shoe) Reed is the founder of Styling You Well. She is a former shoe designer turned personal stylist and image consultant. She has over twelve years expertise styling women, transforming confidence and mindset to elevate professional presence. Emma's clients are entrepreneurs, creatives and leaders, professional women dealing with major life changes or transitioning from experiences like the menopause, divorce, illness, promotion, career change or returning to work post maternity leave. Kind words... "Emma is a fantastic personal stylist. She put items together that I never would have thought of myself. This is her unique gift. She has great knowledge of body shapes and made suggestions that were really flattering. She is also a master at accessorising. I would highly recommend her if you need some styling support." "I took the opportunity in lock-down to take a hard look at my personal style - or perhaps lack of personal style is a more appropriate phrase! Having left corporate life behind a few years ago, I felt I knew how to dress smartly and I LOVE my jeans and gold trainers but I knew that there had to be something stylish yet relaxed that looked AND felt great...I just couldn't seem to find it alone. Cue Emma. I'd attended one of her Capsule Wardrobe Styling sessions in Hampton which opened my eyes to the possibility of having a small but hard-working wardrobe with the right accessories to make it feel fresh. So, I booked in for Emma's virtual styling session which was a revelation! I quickly understood why I didn't feel (or look) great in certain pieces and which styles and colours really work/don't work for my body shape and skin-tone. I also realised that I'd been stuck in a colour rut for quite some time. It was time to say good-bye to black. It also became obvious during the session that there were giant gaps in my wardrobe - mostly due to my overly-enthusiastic Marie Kondo-style clear outs! My interest in shopping for clothes has been renewed - I feel like I have a better idea of what I should be looking for which makes it all so much easier and more fun. I'm also feeling much braver with colour. I can't wait to take Emma shopping with me in real life. She knows her stuff and she's also great fun to be around." "Emma was such a joy to help me go through my wardrobe and get me interested in clothes again. She was kind, honest, practical and had a very stylish take on my limited wardrobe. I trusted her judgement implicitly and was buzzing after our session. Highly recommend Emma for her professionalism and empathy plus the fabulous outfits." You can contact Emma at: https://www.stylingyouwell.com / +44 7900 242487 / emmashoe@stylingyouwell.com If you have any questions regarding this event, please email Lara at lara@themotivationclinic.co.uk or call her on 07817247727  

'Selling' doesn't work. You've got to help customers buy. And that means engaging with the customer in a positive way, showing that you understand their requirement and giving them confidence that your product or service is the best possible way of meeting that requirement. This may sound painless but there's more to it than meets the eye and it's all too easy to get it wrong. You need to follow a process. This programme will help participants: * Understand 'how buyers buy' and align their selling activities accordingly * Recognise the difference between 'latent pain' and 'active vision' opportunities * Conduct effective pre-call planning and research * Stimulate interest and establish credibility with your prospects * Get prospects to share / admit high priority pain * Engage in consultative dialogue that promotes the differentiating strengths of your offerings * Gain access to 'power' people within an opportunity * Effectively qualify and disqualify opportunities based on objective decision criteria * Better control and manage sell cycles * Improve their chances of winning competitive opportunities * Shorten sales cycles and avoid 'no decision' * Negotiate the steps leading to a successful sale 1 AN INTRODUCTION TO SELLING * Understanding the key points that encourage a customer to purchase from us * The difference between consultative selling and a transactional sale * Understanding the roles that trust and empathy play in a sale * Understanding how tricks and manipulation can sink a sale * Vital pre-meeting research that must take place before a conversation * Understanding how the customer sees us and why positioning is important 2 STRUCTURING THE SALES CONVERSATION PROCESS * Defining a set process for structuring a sales call with a chance to demonstrate understanding * How the first minute of a conversation can destroy a sale * Understanding BPO objectives for a sale * How a step-by-step sales conversation process helps win more sales * Understanding the mis-match between the customers buying process * How our sales processes can lead to mistakes 3 HOW AND WHY PEOPLE BUY * An insight into the emotional factors behind how people arrive at purchasing decisions * Using research from neuroscience that shows how sales people can really make mistakes * Understanding how people make decisions about larger purchases * Understanding the stakeholders in companies and their buying motives * How to analyse the stakeholders and determine a win-plan 4 UNDERSTANDING THE FUNNEL * Studying the sales and buying process to understand the ratios of sales to prospects and better forecasting * Understanding the role of forecasting in sales analysis * Why many forecasts are nearly always wrong * Understanding the stages of a sales process * How 'verifiable outcomes' can really change forecasting 5 QUESTIONING TECHNIQUES * Understanding the different questioning techniques and when they should be used * Using the 'knowledge tree' as a framework for questioning * Understanding the use of real empathy to help customers uncover their needs * How effective research can really empower your questions * How to ask 'high gain' questions * How to ask difficult questions without feeling intrusive 6 FEATURES AND BENEFITS * How to practically apply them in a sales scenario * How to align the benefits to customers' business goals * Really understanding the difference and how to demonstrate true economic benefits to a customer * How to discover business goals, and align value propositions to these * How to craft an effective value proposition for a customer * Using the SAR storytelling method to really engage customers to align their thinking patterns * Using the latest neuroscience research that explains what customers are really thinking 7 OVERCOMING OBJECTIONS * How 'confirmation bias' can hinder any sales conversation * How the CLARA method of responding to customer concerns can dramatically improve the chances of customers responding to us in a positive way * Practising the method to become comfortable and congruent with it 8 CLOSING THE SALE * A deep dive into what closing is * How different sales have different closes * How too many closing methods can destroy a sale * How to lead up to a close with a logical sequence of questions * Using the ACSAT trust method of closing * A clear methodology with a chance to practise the skills in a fun way

In our constantly changing environment, if you always do what you've always done, then you'll always get what you've always got - and that's not enough! Building a strategic marketing plan is a powerful way to take a step back from day-to-day activities, review the opportunities available to your business and your products, and build a roadmap of tactics that will set you apart from the competition. In this workshop, we look at how to build a customer-focused strategic marketing plan to pin-point your milestones to success over a 12-month period. This programme will help participants to: * Understand the key questions that a strategic marketing plan should answer * Understand the value of customer and competitor insight and how to develop actionable insights to guide your plan * Conduct a market analysis and identify the barriers and drivers to success * Learn how to build a customer buying journey and how to identify the most valuable customers * Develop a customer-focused strategy and customer engagement plans * Develop core messages and winning tactics to engage with your key customers * Identify the key metrics to review and measure to keep your plans on track 1 SITUATIONAL ANALYSIS * Introduction to marketing strategy * Market and competitor analysis and insight generation * Understanding the customer buying journey * How to segment customers to identify your most valuable customer opportunities * Identifying the barriers and drivers to your success 2 STRATEGY * Introduction to strategy * How to build strategic imperatives and SMART objectives * How brand vision and positioning drive customer focus * A guide to building key message themes 3 TACTICS, MESSAGING AND MEASUREMENT * Introduction to building customer-focused tactics * How to build a customer-engagement plan * How to build key messages and a customer-focused tactical plan * A practical guide to developing key metrics to review success and keep your plans on track ACTIONABLE OUTCOMES Throughout the programme we will use your own product examples to build your plan, participants will: * Learn best practice examples of strategic planning * Discover market and customer opportunities to strengthen your competitive edge * Create a strategic plan that can be implemented immediately within your business * Start planning compelling marketing messages to reach the right customer at the right time * Receive immediate feedback on your strategic marketing plan * Have the opportunity to share common issues and solutions with colleagues in the group