AGGRESSIVE MARKET PENETRATION - BATTLES FOR MARKET SHARE
Live-Online Training: N250,000
Classroom Training: N350,000
3 - 4 participants: 5% discount
5 or more participants: 10% discount
(Available also for Customised Training by Duration, Venue & Fee)
Programme Description
Aggressive Market Penetration: Battles for Market Share is a five-day intensive sales and marketing capability development programme designed to equip participants with the mindset, tools, and execution discipline required to win competitive battles in highly contested markets.
The programme focuses on offensive market drive, where speed, visibility, precision selling, and relationship leverage are critical to success. Participants will learn how to generate market awareness aggressively, apply the APPLE Sales Steps effectively, dominate trade channels, and rapidly translate sales activities into volume growth, profitability, and sustained market share expansion.
Through practical frameworks, real-life selling scenarios, outlet-based strategies, and negotiation simulations, participants will be empowered to move beyond passive “order-taking” and become proactive market-shaping sales professionals capable of penetrating territories, growing key accounts, maximising customer lifetime value, and consistently outperforming competitors.
COURSE CONTENTS
DAY ONE
Seven Battle Weapons for Greater Market Share
- Increasing Transaction Size—Initial and/or Repeat
- Increasing Transaction Frequency.
- Decreasing Purchase Randomness
- Increasing Lifetime Customer Value: Reduce Churn Rate
- Increasing Profits of Business Conducted with Each Customer
- Recovering Lost Customers
- Multiplying Customers by Referrals.
Developing the Major Accounts
- Differentiating the “Order-Taker” from the “Sales-Personality”
- Qualifying Customers – Criteria for Prioritising
- Potential size of account
- History of patronage
- Previous relationship on other platforms
- Pressing need for product/service
- Clear cost-benefit relationship – positive attitude
- Financial soundness of the customer
- Customer accessibility.
DAY TWO
Outlets Management
- Territory Management
- Territory delineation
- Route planning
- The Selling Process – Call Plans
- Sales target for the period
- Merchandising
- Other objectives for the period
- Adding new prospects and deleting “dogs”.
Relationship Management Competencies
- Offer Analysis
- Customer benefits
- What’s special about you – the Appeal.
DAY THREE
Profitable Negotiation
- Rules of Commercial Negotiation
- No negotiation when selling is unsure
- Increase the level of customer needs first
- Concession strategies.
- Common Negotiation Tactics
- Bogey
- Good guy, Bad guy
- Nibbling
- Crunch.
- Bluffing
DAY FOUR
Merchandising
- Checking the store rooms for stocks
- Maximising on-shelf availability and product visibility
- Effective product placement.
“Brain Sell”
- How the salespersons’ mental agility can increase to perform at their very best
- How to bring high energy to bear for top performance
- How can the salespersons identify their individual personal strengths and weaknesses and plan for self-development
- How to analyse the motivations and priorities of key buying influences.
DAY FIVE
Consolidation
- Initiate more contacts and form strong relationships.
- Qualify prospects by performing analysis on what, when, and under what conditions they will buy.
- Effectively apply sales literature, promotions, tactics and offers for specific new transactions with individual prospects.
- Influence sales outlets by building value and encourage them to believe in the company’s brands.
- Effectively manage resistance from difficult prospects to make successful sales.