Offensive and Defensive Market Share Training for Sales and Marketing Managers
Course Overview
With an offensive marketing warfare strategy, a company needs to target the weaknesses or one specific weakness in the competition – making sure to emphasize their own strengths as well.
The objectives of this training are to get sales and marketing persons to be able to:
• Deploy smart machinery to ensure maximum sales of company’s products and services
• generate awareness for the company’s products
• achieve visibility in trade and outlets – wholesalers and distributors, retailers
• maximise volume delivery and achieve company’s revenue and products units’ sales objectives intelligently
• Grow market share for the brands.
Training Format:In-class, Virtual, In-house
Location:Lagos, Accra, Nairobi, Kigali
Language:English, French
Nigeria Price:
₦300000
Int'l., (Nigeria) Price:
$1000
Ghana Price:
$4000
Kenya Price:
$5500
Rwanda Price:
$6000
Nigeria Price:₦300000
Int'l., (Nigeria) Price:
$1000
Ghana Price:
$4000
Kenya Price:
$4000
Rwanda Price:
$4000
Nigeria Price: ₦300000
Int'l., (Nigeria) Price:
$1000
Ghana Price: $4000
Kenya Price: $4000
Rwanda Price: $4000
Market Intelligence: Information Seeking
• Information Giving
• Listening
• Building Rapport
Probing Techniques
• Probing skills
• Objections handling
• How well you know the customer
• Sales challenges and sales differentiators
Implementing the Sales Strategy
• Planning the Market Prospecting
• Develop the right objectives
• Identify customers’ real interests
• Prioritise the customers
Developing the Major Accounts
• 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.
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
• YOU Appeal.
Profitable Negotiation
• Rules of Commercial Negotiation
• No negotiation when selling is unsure
• Increase level of customer needs first
• Concession strategies.
Common Negotiation Tactics
• Bogey
• Good guy, Bad guy
• Nibbling
• Crunch.
Merchandising
• Checking the storerooms for stocks
• Maximising on-shelf availability and product visibility
• Effective product placement.
• Initiate more contacts and form strong relationships.
• 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.
FOR WHOM:
Customer Service Managers/Staff, Sales Representatives, Admin Managers/Officers, Marketers, Supervisors, Team Leaders in various segments of the organization in both the Public and Private Sectors.
1ST BATCH: Monday, March 16, 2026 — Thursday, March 19, 2026.
2ND BATCH: Tuesday, July 7, 2026 — Friday, July 10, 2026.
3RD BATCH: Tuesday, November 3, 2026 — Friday, November 6, 2026.
The training methodology integrates lectures, interactive discussions, collaborative group exercises, and
illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical
experience, emphasizing the application of learned techniques. This approach ensures that attendees return
to their professional environments equipped with both the competence and self-assurance to effectively
implement the acquired skills in their responsibilities.
