Sales Development

Overview

Definition of the target group, target group requirements, buying center requirements, core competencies

10:00 – 10:15 | Welcome & Introduction

• Brief overview of the seminar objectives
• Participant introductions
• Technical instructions

10:15 – 11:00 | Session 1: Defining the Target Group & Requirements

Topics Covered:

• Understanding the importance of defining the target group
• Methods to identify and analyze target groups
• Key requirements of the target group (needs, preferences, behavior)

Activities:

• Interactive poll: Who is your target group?
• Group discussion: Challenges in defining target groups

11:00 – 11:45 | Session 2: Buying Center Requirements & Core Competencies

Topics Covered:

• Identifying the buying center and its roles
• Analyzing buying center requirements and decision criteria
• Core competencies: definition and importance
• Connecting core competencies with competitive advantages

Activities:

• Case study analysis: Mapping a buying center
• Breakout discussion: Core competencies in your organization

11:45 – 12:30 | Lunch Break (12:30 – 13:30)

13:30 – 14:15 | Session 3: Market Strategies I – Penetration & Development

Topics Covered:

• Market penetration strategies: increasing share in existing markets
• Market development strategies: entering new markets
• Tools and examples for both strategies

Activities:

• Brainstorming: Opportunities for market expansion
• Group exercise: Developing a market penetration plan

14:15 – 15:00 | Session 4: Product Strategies – Development, Modification, Diversification, and Internationalization

Topics Covered:

• Product development: creating new products for existing markets
• Product modification: enhancing or changing existing products
• Diversification: entering new markets with new products
• Internationalization: expanding into foreign markets

Activities:

• Case discussion: Successful product diversification
• Breakout: Mapping product strategy options for your business

15:00 – 15:45 | Wrap-up & Q&A

• Recap of key concepts
• Open floor for questions
• Sharing resources and next steps

15:45 – 16:00 | Closing & Feedback

• Seminar evaluation
• Thank you and farewell

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