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Archive: Sep 2019

  1. Our top 10 skills needed for today’s marketers

    Marketing is an exciting industry and one that is growing exponentially today. For those looking to enter, and thrive, in this burgeoning sector there are 10 essential skills to focus on.

    1. Communication skills. The heart of marketing is communicating a well defined message to a specific audience in the right tone. Skills that can be essential here include speaking, presentation and writing, as well as being able to work with technology and visual tools to communicate better.
    2. No fear of spreadsheets. Working with spreadsheets is a regular part of marketing work today so some basic skills are required. They can be used for anything, from SEO keyword planning to reviewing campaign metrics.
    3. Inbound marketing capability. While outbound marketing can be disruptive and is often rejected by today’s consumers, inbound marketing focuses on being informative and relevant, meeting customer need and being helpful in order to convert and nurture qualified sales leads.
    4. A sound understanding of data and metrics. It’s essential for marketers today to be able to integrate data into decision making. That means having a good grasp of the basics of analytics, as well as tools such as Google Analytics and Marketo. Being able to identify and understand metrics and how they relate to business KPIs and marketing campaign goals will be key.
    5. Understanding digital advertising. In particular, being comfortable with Google Adwords and remarketing can be a huge advantage.
    6. A good grasp of audience and sales. The customer for a B2B marketer will be very different to that for a B2C marketer. Plus, every organisation will have a unique audience with a distinctive set of characteristics and individual need when it comes to sales process. It’s essential to be able to recognise and focus on these individual features, rather than attempting to apply a generic approach.
    7. Wordsmith skills. Content marketing is a key weapon in the modern marketer’s arsenal, including understanding web publishing. However, what can really distinguish an individual marketer is the ability to also create fantastic content that drives traffic, converts leads and tells an effective story.
    8. Being comfortable in the digital world. For example, today’s marketers need to have a good grasp of social channels, platforms, apps and how to leverage different devices to reach consumers.
    9. The “why” and the “how.” For anyone looking to get further than a basic role in marketing it’s necessary to be able to apply critical thinking and problem solving to a situation. For example, understanding why a specific tool, method or platform is working and – if it isn’t – how to evolve the situation to get the necessary results.
    10. Ongoing learning. The digital marketing world moves on quickly and the only way to stay on top of change is with continuous learning. This could encompass anything, from lead generation and content strategy to advertising and analytics.

    For today’s marketers, these 10 skills are essential when it comes to getting ahead and forging an exciting and satisfying career.

    Our Essential Marketing Skills course goes through the whole process of marketing goods and services, from the creation of a product to ensuring that customers will come and buy more from you in the future.

  2. Our top 10 customer services tips for the year ahead

    As the year begins to turn towards the last quarter there’s a renewed sense of energy in terms of driving results and growth before the start of 2020. From supporting team morale to improving the bottom line, customer service is one of those functions that has serious power to shape change. So, how can you make a difference in the year ahead?

    1. Automation works. In any business a customer services team is often dealing with many of the same complaints on rotation. Implementing automation for the most repetitive tasks can save each individual agent up to 200 hours a year.
    2. Don’t just rely on your gut. Establish support metrics that matter to your business so you can measure progress and make sure you’re also able to identify the ROI the team is generating.
    3. See your customers as human beings not numbers. The best customer service is fuelled by an understanding of individual core needs, empathy and even knowing what negative emotions customers can experience.
    4. Personalisation wins. 40% of those asked in a recent survey what mattered most to them in terms of the companies they do business with identified the human element as key. Personalisation can take many forms, from using first names to ensuring that your customer service team has access to each individual customer’s history with the business.
    5. Listen to what your customers say. The feedback consumers provide to your customer services team can be invaluable, especially if you’re getting many of the same suggestions or requests.
    6. Make sure your business’ support culture is as distinctive as its USP. Your business is not the same as even the closest competitor and so you need a truly unique customer services approach. This means looking at factors such as voice and tone, the support culture in the company and the systems you have in place within the business to efficiently provide support.
    7. Customer services can distinguish your brand. In a market where all your competitors are offering the right products at the right price, customer service can be a key differentiating factor. Key to this is taking a proactive – not reactive – approach. This includes anticipating issues before they arise, providing customers with solutions before they complain, and recognising issues before customers even notice them.
    8. You’ll never completely eliminate mistakes. However, seeing issues as opportunities can turn any situation around. The key is to approach it proactively, to hear and empathise with the customer, acknowledge and apologise, find a solution and then identify how to avoid the same situation happening again.
    9. The customer is not always right. Most customers are reasonable and also want a positive outcome but there are a few who complain constantly, abuse your agents and repeatedly make unreasonable demands. Sometimes letting those customers go is actually better for the business.
    10. Find your best channels. You don’t need to do what everyone else is doing – spend time identifying the channels that work for you (and those your customers are using) and direct your resources there, whether that’s providing customer services via Facebook or via email.

    These tips represent some great opportunities to make a difference to the business by improving customer services over the rest of this year.

    Our Outstanding Customer Service Skills is an intensive, practical and activity-based programme building the delegate’s knowledge, skills and the will to support customers, ultimately to deliver outstanding customer service.

In-House Training with PTP

PTP stands for Practical Training for Professionals and our aim is to make our training as practical as possible so delegates can return to the workplace with skills they can implement immediately. PTP now delivers training to over 40% of the FTSE 100.

What you get for your money

What is 1-to-1 training?

1-to-1 training can be based on any of the 100 plus courses that PTP provides, it includes an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site one to one training session at your premises with one of PTP's expert trainers and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

You have the option of a line manager being involved in both telephone conferences, the second telephone conference which can be for feedback and action planning is generally scheduled during the on-site visit.

Who does 1-to-1 training suit?

Individuals taking on a new challenge or responsibilities. Professionals who want a trusted "sounding board" and thinking partner. Executives or managers who want to enhance their leadership effectiveness to achieve organizational and career success. Executives and professionals wanting to compete successfully but still retain balance in their life. Individuals who want to understand their blind spots so that they don't stand in their own way on their path to success. Executives and Professionals who want to improve their interpersonal skills so as to be more effective with bosses, peers, subordinates, or people in general. How much does 1-to-1 training cost?

A 1-to-1 training session costs from as little as £400 + VAT and will include an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site training at your premises and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

What is U-Choose?

Choose from any of the 150 plus courses that PTP provides, and choose from 1 of our 50 plus UK wide training venues. You must book for 2 or more delegates and at least 4 weeks in advance, but that’s it, the course you want where you want it. The reason we ask for a minimum of 4 weeks notice is to enable us to market the course you have scheduled to other companies and organisations. However, if we fail to sell any additional places we guarantee to run the course just for you.

How much does U-Choose Training cost?

U-choose costs the same as our normal open courses i.e. the normal delegate rate. This includes lunch and refreshments throughout the day, framed certification and comprehensive training notes. A U-Choose booking can only be confirmed once we receive payment which can be made via credit/debit card, BACS or cheque. Payment is due at least 4 weeks before the date you request. Please note to be eligible for U-Choose you must book a minimum of 2 delegates on the same course & date.