Sales for Non-Sales People and Marketing for Non-Marketers

Kingston & Croydon Branch event

Date/Time:
Tuesday 8th November 2005 at 7.00 for 7.30pm

Venue:
BT Delta Point, 35 Wellesley Road, West Croydon. Near to West Croydon Rail and Bus Stations; and 8 mins walk from East Croydon railway Station. Map

Speakers:
Tom Crosby and Kim Horner, CustomerClix

Kim Horner, Consultant, Trainer & Public Speaker, CustomerClix

CustomerClix has been formed to provide sensible analyst relations and business solutions to customer-focused businesses. It was founded by Kim Horner, a Chartered Marketer with a Master of Business Administration (MBA) from Imperial College Business School, University of London. She is also a Member of Toastmasters International, a global organisation devoted to the art of public speaking. Consequently Kim is an Advanced ToastMaster Bronze (ATM).

Kim began her career over 20 years ago working in the tourism and hotel sectors then changed industries, working for Vickers Defence Systems, high-technology designers and manufacturers of Armoured Fighting Vehicles. She subsequently worked for His Highness Sayyid Faher Bin Taimur Al Said, Minister of State for Defence & Security, in the Sultanate of Oman.

Since returning to the UK, Kim has worked in the not-for-profit sector and for technology industry analyst companies, the Hewson Group and IDC. She now works as a Consultant, Trainer and Public Speaker and, together with a specially selected and highly professional group of business partners, provides a range of consultancy, services and training courses for any business.

Tom Crosby, Sales Consultant, Trainer & Mentor

Tom Crosby is a highly experienced salesperson of 18 years standing and a Fellow of the Institute Sales & Marketing Management (FISMM). He has sold solutions to many FTSE 500 corporates in utilities, retail, finance, local government, manufacturing, airlines and the transport and travel sectors.

Selling capital goods at 3M, he moved to MDIS and then Computer Associates to hone his selling and relationship building skills. Managing product focused, vertically aligned and strategic sales teams that have obtained new business and account managed revenues for products and services across many markets. Revenues of approximately £20 million have been achieved since 1987.

Thoroughly familiar with many sales approaches; tactical, product, solution-based and strategically aligned, Tom has evolved to a more consultative style that is required and appreciated by today's discerning buyers of technology and services. He knows what works and has successfully trained his own sales teams to confidently apply the same skills.

Prior to honing a successful career in sales, Tom traveled the seven seas in the Merchant Navy and was one of the youngest in Britain to attain the coveted title of Master Mariner.

Married for 24 years with two teenage boys just finishing A levels, he is an ECB Level 2 Cricket Coach in Nottinghamshire; keenly follows local schools rugby union, is a keen DIYer and able gardener. He also supports Sunderland.

Summary:
Business Links, the Government funded business support agency, cites the biggest reason for business failure in the United Kingdom, is an organisation's inability to market itself. This is wrong: It is an organisation's inability to market and sell itself.

The two disciplines - marketing and sales - are highly complimentary to each other. Marketing has its roots in economics and begins - strategically - with an examination of the market and how it is evolving, thus highlighting gaps and opportunities. From this, positioning can be decided and good use of the Marketing Mix will entice people to buy.

In a business to business environment, the Marketers hand over to Sales professionals to practise the dark art of sales, so converting a prospect into a paying customer.

And customers are the lifeblood of any business as, without revenue coming in, there is no business. And even if the best product or service in the world has been created, without effective marketing and sales, there will be no customers and, critically, no revenue.

For this seminar we have invited Marketing and Sales experts, Kim Horner and Tom Crosby, from CustomerClix to provide an insight into these disciplines. Both pragmatists, topics covered include:

Marketing

  • The market
  • Positioning
  • Segmentation
  • Targeting
  • The Marketing Mix: Product, Price, Place, Promotion

Sales

  • Basic sales awareness and objective setting - Money, Authority, Need
  • Telephone appointment making
  • Effective use of sales strategy plans
  • Questioning and closing techniques

Microsoft PowerPoint file Kim Horner's presentation (99 kb)
Microsoft PowerPoint file Tom Crosby's presentation (239 kb)