Did You Miss The June Edition Of CPPL Monthly Training Program?

The June edition of CPPL Monthly Training Program was a masterclass. Few participants but there were no dull moments at all. The program themed ‘Winning Strategies for Business Growth & Productivity in 2019 was a huge success. Here’s a verbatim comment from one of the participants ‘I enjoyed this training and it is the best I have attended so far. Thumbs up to the facilitators and the general team. You all are doing a fantastic job.????”

One of the most exciting sessions was on value creation management mindset. Participants were keen to learn how to truly leverage marketing to create and capture value for their organisations. While every business claims they are in business to create value, we do not see much of value being created in a manner that is consistent and sustainable. We defined value as the positive exchange between a customer and a brand or business. It’s what the customer gets for the money he or she parts with. To ensure that this is done properly, we advocate that organisations truly imbibe Value creation mind-set.  This means ‘being to your customer what he or she wants you to be to him / her’. It should be the primary aim for being in business.

For value to be created in a manner that is sustainable the business must have clear and tangible motivations for being in business and value should always be viewed from the eyes of the customer and not what the business thinks is good for the customer.

We noted that value means different things to different people and it looks at what the customer gets relative to what they give up. More value, more patronage. Creating value is therefore extremely important and brands can deploy the 4Ps of marketing to create maximum value. Consumers will always rely on promotions to know the different value propositions offered as well as the benefits and attributes of the products and service served to them. ‘The definition of value shifts depending on what the customer is looking for’.

Finally, we noted that ‘’Understanding where, how and why value is created for your stakeholders is the best, most objective way to identify which of your activities and assets are distinctive enough to provide a platform for sustainable and profitable growth’’.

Participants were also very keen on how to sell intentionally – 'selling by design, not by chance'. Understanding the key challenge of selling ‘’Selling the right Product/Service to the right Customer at the right Time for the right Price at the right Quality and through the right Channel Consistently’’ is critical for every sales team. We then got a bit academic by looking at a couple of relevant selling concepts i.e. the standard buying process, the selling process, sales funnel, sales matrix that matter and the sales tree concept. These were to help us understand what it would take to sell intentionally before we got into selling. Two other very interesting concepts we looked at were conventional and consultative selling approaches.

After thorough review of the two selling approaches, we came to a conclusion that it would be better for us to be more consultative than conventional. This will make us more competitive particularly in the face of emerging trends and development in the market - customers are now more demanding / involving, more alternatives, customer needs are more diversified, they have access to vast information and they can negotiate more and better. Also, our solutions are getting more complicated / intangible and some of us play in the high end and expensive markets where a lot more consultation is required to sell intentionally.

Interestingly, most of the participants felt rejuvenated after the session on customer service and personal effectiveness. They saw how being personally effective can get lot done both from strategic and tactical standpoints. We saw that developing a project management mindset will enhance the ability of an individual to do more and better on his or her job. It’s about applying elements of project management to drive consistent value creation. Getting into the project management mindset has a lot to do with developing the right mix of leadership competencies, motivation, delegation, developing relationships with all levels, listening, and communicating effectively etc. It requires knowing how to apply the principles of project management through improved preparation, a proactive approach, and developing the right mix of competencies.

Overall, we had a swell time learning and honing our business and personal effectiveness skills so we can become better positioned to create and capture value more consistently and in a manner that is sustainable. Do you think you have a need to learn or hone your skills in these areas? Are you a business owner or a young professional in the areas of marketing, sales, customer service and project management? Do you desire to get more personally effective in life and at work? Then consider registering for the July edition.

For more information / enquiries send a mail to [email protected] or call / WhatsApp on 0701 196 2027.

Ikechukwu Kalu is the led facilitator at the CPPL Monthly Training Programs. He is a Lead Consultant at Customer Passion Point Limited, a firm of Value Creation Consultants providing marketing and capabilities development solutions. He is a Marketing Expert, an Adjunct Faculty at Pan Atlantic University, Resources Person at Lagos Business School and a Business Mentor with over 30 year decent work experience gathered across roles and culture in manufacturing, telecommunication and financial services industries.