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Sales Manager Training

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Sales Manager Training module

1. Check out Presentation on our home page https://agencysmart.org . Here you can
find the general information about the agency and explore problems of the
services market we work with. After the reading, please explain in few sentences
why we have a potential in the market and what are our strengths.

I think the potential is big, because the agency provides marketing services, which we
know that is the key to each successful business out there.
The fact that the agency can provide multiple areas from marketing to big or small
companies, I think it can always have a success with at least one offer.

(Time: 20 min)

2. Read the following article about our main services:


(Time: 10 min)

Let's start with the audit service which is aimed at checking and analyzing the image of
the company and its products. It is a complex set of steps:
• finding out and analysis of strengths and weaknesses of the brand/company/product
visual appearance and marketing (both online and offline)
• checklist of the availability and use of key channels of interaction and visual
communication
• suggestions for refining the existing brand concept and introducing new promotion
tools

Do not mistake with the general audition of the process of effectiveness within the
company (financial analysis, etc., at the moment we do not provide it, but we plan to). We
work only with marketing.
As for the indicators calculation: for most of the tools that we work with, it is not possible to
calculate efficiency coefficients, etc. quantitative indicators, they simply have not yet been
invented.
We mainly work with visual tools, so there are no uniform standards and regulations. Here
we are guided solely by our expertise, which consists of general observation, analysis of
various projects, knowledge from the literature, experience in various business areas. The
thing we can do to solve this is to conduct independent social surveys* on those indicators
we cannot calculate (for additional fee for those customers who asks for it).
*This option does not need to be promoted, but it can become a lever to convince some
potential customers.
What we can calculate: all possible indicators of the effectiveness of profiles in social
networks, advertising campaigns in social networks and search engines, indexes of the
effectiveness of copywriting, etc.

The request to perform all the services listed on our website may come
from the results of the audit or be requested by the client individually in
his opinion about his company needs.
Most often, the request comes according to the second scenario, but we are aimed at
personally conducting an audit and further independent study of the necessary services
(Since the client does not always have the professional view and knowledge so cannot
objectively identify company needs. In turn, we as experts can give him the right strategy).
For example, a client may request promotion on Instagram, but this will not give tangible
results, or even worse, it will harm his brand. Sometimes it is better to start by refining the
product itself: create a more modern packaging, give a more understandable description,
work out the positioning and concept of the brand, etc.

Therefore, the Audit also includes the basics of brand management. To successfully sell a
product or service, it is necessary that it is clear to both the client and the owner of this
product. He must also understand the portrait of his potential user.

First of all it is necessary to find out whether the company has worked out the brand
positioning and its concept: all this is usually available in the form of a regular text
document, presentation, for advanced users - in the form of a brand book, white paper, one
pager, pitch deck.

3. Please read the following article about One pager and Pitch Deck using page
translator of find any similar article in web https://vc.ru/life/59846-one-pager-
pitch-deck-dlya-chego-nuzhny-i-kak-napisat
Then check out our portfolio examples:
https://agencysmart.org/wholeretail/en saint pets
https://agencysmart.org/development/en nanostroy
https://agencysmart.org/itmedia/en almamat
(Time: 15-20 min)

4. Please read the following article about WP using page translator of find any similar
article in web https://blog.calltouch.ru/white-paper-chto-eto-dlya-kakih-czelej-
nuzhna-belaya-kniga-kak-pisat-oformlyat-i-prodvigat-vajt-pejper/
Then check out examples of WP: https://netpeak.net/ru/blog/white-paper-chto-za-
marketingoviy-zver/ Our company WP will be introduced in the end of the material.
(Time: 10 min)

After clarifying the conception we collect all the information about how
the company uses marketing tools and visual communications. What we
need to know is the availability of the necessary promotion channels
online and offline.

Online (social networks, presence in the media space, client services)


Website, instagram, facebook, Twitter, tiktok, pinterest, linkdin, houzz, telegram, vimeo,
behance, dribble, YouTube, podcasts, own company applications and infoproducts, etc.

Offline (presence in a physical world as touchable or observable advertising)


Radio and audio ads ad malls and supermarkets, outdoor advertising, handout materials
(brochures, business cards, leaflets, catalogues, etc.) in the office or physical spot of sales,
advertising on TV, promotional events. This category also includes all types of services and
client services.

5. Please answer the question: What other online and offline channels you know can
be used?
I think there are multiple ones, expect from the well known ones, for example instagram,
facebook, linkedin, twitter, etc., there are the old fashion ones, where you just literally make
and offline meeting with the owner of that particular restaurant you want to offer your
marketing services.
There are also mixed methods of interaction with the client (cross marketing, please find
any article to read) - collaborations with other companies or bloggers in social media and
offline. For example, a cosmetics company / clothing brand offers a blogger to create a
product line on a contract basis. Or the restaurant offers to organize a joint event for other
grocery store or vinery — a tasting dinner or a food festival. Charity can also be included
here. In this way, the brand increases its social capital, brand loyalty, its own importance
and expert position.

6. Please come up with 2 concept schemes of cross-marketing (briefly in a couple of


sentences).
(Time: 10 min)

For example you can run a contest or make a competition on social media, like when a
fitness trainer wants you to do her 6 week plan and she tells you that first place wins 100
euros.
Other example would be to co-produce whatever product you would like to promote.
Everything is individual for each business area. We work with the main ones: HoReCa,
Retail, Beauty and health, Development and construction, IT and media, Production of
products and services for B2B and B2C segments, MICE.

7. Please take a Google search and compile a list with examples of 2 companies on
each business area. After that try to offer each company any communication
channel to improve.
(Time: 10-15 min)

Depending on the used and unused promotion channels, we offer their


elaboration, draw up scenarios for interaction with the client and
package materials. Let's move on to the next part and take a closer look
at what products we are developing.

8. This part is for the independent learning. Please go to our home page and read each
description of our Services by clicking on the blocks. Then go forward to our
Portfolio page and explore the cases to see each of the Service example. There will
be missing ones because we didn’t performed all the types of Services yet. So
please use Google search to find such examples in web. The good platforms to look
through are Pinterest and Behance. If you have any further questions please
compose a list for a discussion.
(Time: 10-15 min)

Why is it necessary and important?

You may have already read our manifesto. https://agencysmart.org/manifesto/en


In fact, our main goal is to make people's lives easier. We do this for consumers who are
looking for something, but can't choose, and for manufacturers who are doing something
good, but can't present it in an accessible way. We are confident that all of this will sooner
or later will push us towards the civilized trade and the development of the economy as a
whole.

9. This part is for the independent learning. Please read the following brochure and
article.
(Time: 30 min)
a) https://drive.google.com/file/d/1akFtOZiG2KEcMWhUrmxORY9DQUUCR8CC/view?
usp=drivesdk (this is our company WP as mentioned previously)
b) https://vc.ru/marketing/172768-potrebitelskaya-cennost-v-novoy-realnosti please use
page translator
After reading, please answer the following questions:
⁃ what is the background of our services importance; Any company that claims to
competitiveness in the present and the future must focus on and effort to meet
client’s needs. Connecting with emotions and impressions is the most successful
solution.
⁃ what is the design-marketing approach, what functions it takes;By far the most
effective way of getting consumer’s emotions and impression is design-marketing,
which emerged at the intersection of science, technology and art. It helps companies
to achieve the highest degree of customer satisfaction. problems meet companies in
a modern model of consuming;
⁃ what are the basic requests of a consumer to the product or service;An impression
must necessarily have an aesthetic aspect, a practical embodiment (learning,
escape from reality), attract attention and be remembered (entertainment).
⁃ our agency can connect the above-stated problems and requests to improve current
model of consuming? the main goal of the manufacturer is to establish a strong
emotional connection with the consumer. If company wants more profit it needs to
impress the consumer, going beyond the standard service.

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