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Understanding Your Customer | Marketing | Training Programs

Here's some detailed information on our live virtual marketing training program, Understanding Your Customer—for Strategic Marketers. If you'd like to know anything else about this or our other training programs, don't hesitate to get in touch. Just fill out and submit the form to the right and we'll get back to you within 24 hours. Or call us directly at 888.243.0461.

Program Name


Understanding Your Customer—for Strategic Marketers

Course Description

This program’s first two modules are very similar to Compelling Value Propositions, but instead of using the buying process map as a basis for creating marketing messages, it is used to develop a market engagement strategy.

This program starts by examining the characteristics of a buying process and how to decode, or map, a buying process for a specific target market.  Factors such as trigger events, stakeholders, and value drivers are considered.  The program provides an approach to understand the dynamics of a buying process in terms of what a specific market values and how different stakeholders typically engage with potential third-party suppliers.  A model is introduced to categorize different market buying styles, along with strategic keys for capturing market share in each category.

The overall buying process is then studied, resulting in a map of individual buying process steps.  For each of these steps the key players and their individual value drivers, motivations and concerns are analyzed.

The concept of a customer’s buying style is then introduced and classified using a simple yet powerful four quadrant map.  The trends and drivers that have, and likely will, impact market behavior are isolated and added to the market buying style map.  The critical success factors for success in each of the four quadrants are then discussed, along with implications upon branding, marketing priorities, and sales engagement.  Participants then choose their own marketing strategy and explore the implications of their choice.  Such implications may include pricing, selling methods and marketing tools.  The final topic of the program is to consider the implementation plan for the chosen strategy.


Four 75-minute live virtual modules, typically delivered one per week, and each followed by a Work Assignment of about 45 to 60 minutes



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