Timing Ireland Sales Training Kit
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Sales Training Kit for Sports Timing company. Includes market research, Sales Training Kit, SEO, and SEM.
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Timing Ireland Sales Training Kit
- 1. Timing Ireland Sponsored Group Practicum Edmund Dooley, MMK David Fox, MMK Ciarán Dunne, MMK
- 2. Agenda Section of Presentation Group Member Client Overview Edmund 1. Research Edmund 2. Development of a Plan of Action Edmund 3. Executing the Plan of Action • Sales Training Kit for Ireland and Britain David • Social Media Marketing Ciarán • Search Engine Optimization Edmund 4. Recommendations Ciarán Conclusion Ciarán
- 3. Client Overview • Established in 1982 • Brian Price is Managing Director Products Example Sports timing equipment Start and finish clocks, photo finish systems etc. Clock systems Time and temperature displays, bell ringing systems for schools etc. Sports services Finish gantries, video wall operation, lead car clocks etc. Scoreboards Basketball, rugby, soccer, hockey, GAA etc. Athletic equipment Javelins, discuses, hammers, shot-puts, hurdles etc. Real world problem: • No sales procedures in place • No experience in social media and SEO • Sizing the British market
- 4. 1. Research
- 5. Research Questions 1. Who purchases sports timing equipment/clock systems/scoreboards/athletic equipment in Ireland and Britain? 2. How do these people go about purchasing this equipment? 3. What criteria do they base their purchase decision on? 4. How often do they purchase this equipment? 5. Do these people use social media? 6. Is networking important in the markets in which Timing Ireland operate in? 7. How can Timing Ireland improve their presales and post-sales service? 8. Is there an opportunity in the British market for a foreign-based sports timing equipment supplier?
- 6. Type of Primary Research Conducted Qualitative Interviews Reasons for qualitative interviews: • Flexibility • Use of related and ad-hoc questions • Probe the respondent to a higher degree • Geographical and financial reasons
- 7. Qualitative Interviews Irish Market Interviewee Position Jenni Robinson Office and Events Manager for Athletics NI Karl O’Connell Equipment Officer for Munster Athletics Peter Hanlon AAI Technical Committee Member Tom McCormack AAI Technical Committee Member & Member of Dublin County Athletics Board Eamonn Tilley Chairman of Kilcoole Athletics Club and Tri Rock Triathlon Club. Brian Crinion Full time race organiser e.g. Dublin triathlon and duathlon series Non-sports Market Interviewee Position Sean Connell Jade Electrical Contractors/Electrical Maintenance for schools
- 8. Qualitative Interviews British Market Interviewee Position Graham Shaw Competition and Events Manager with Basketball Scotland John Ormston Organiser of the Wallingford 10k Thames Run Mark Thomas Co Director for Wedding Day 7k Anthony Rogers Committee member of Staffordshire Moorlands Athletics Club Derek Cowdrey Committee member of Worcester Athletics club Duncan Anderson Leisure Facilities General Manager with Adur and Worthing Council Services
- 9. Research Findings Irish Market Research Question Findings Who purchases the equipment? National governing bodies, provincial and regional athletics boards, triathlon clubs, race organisers , schools and universities How do these people go about purchasing this Internet was most prominent. Using contacts in the equipment? market and tendering process also included What criteria do they base their purchase decision Loyalty was most important. Reputation of the on? company and price also highlighted How often do they purchase this equipment? Ranging from 4-5 times a year (athletic equipment) to every ten years (photo finish system) Do these people use social media? Not on a personal level but accounts were set up and managed for the club, organisation etc which they represented. Members of clubs also use social media. Is networking important? Very important How can Timing Ireland improve their presales and Be more involved in the pre-sales process post-sales service? Invoicing needs to improve Testimonials and online product manuals were positively received. Product trials were deemed unnecessary.
- 10. Research Findings British Market Research Question Findings Who purchases the equipment? National governing bodies, local councils, organisers of marathons, athletics clubs How do these people go about purchasing this Internet was most prominently used. Real-time trials equipment? and tendering process also included What criteria do they base their purchase decision Price, quality, value and brand loyalty all mentioned on? as important factors How often do they purchase this equipment? Ranging from once a year for sports timing to 2-3 times a year for athletic equipment Do these people use social media? Not on a personal level but accounts were set up and managed for the club, organisation etc which they represented. Members of clubs also use social media. Is networking important? Very important Is there an opportunity in the British market for a Mixed reactions regarding the sports timing and foreign-based supplier? scoreboards markets. Positive response towards opportunity for athletic equipment.
- 11. Research Findings Non-sports market Research Question Finding Who purchases the equipment? Electrical maintenance providers for the public service How do these people go about purchasing Searching online for suppliers this equipment? What criteria do they base their purchase Availability and convenience noted as decision on? important How often do they purchase this Usually a once-off purchase equipment? Do these people use social media? They use very little social media Is networking important? Indicated as being important How can Timing Ireland improve their All feedback provided for Timing Ireland presales and post-sales service? was positive
- 14. 2. Development of a Plan of Action Project Initiation Document
- 15. 3. Executing the plan of action
- 17. What is a Sales Training Kit? • Structured method as to how a company should approach all the various angles accredited to their sales – How they should sell their products/services to all potential customers • Numerous different angles to a company’s sales procedures • Divided report into the following ten sections which covers all aspects of Timing Ireland’s sales and marketing;
- 18. Why we constructed a Sales Training Kit for Timing Ireland?
- 20. Customers (Purchase Influencers) Segment Ireland Britain Sports Timing equipment National, Provincial and county Athletics clubs athletic boards, Athletics clubs, Race Local councils organisers, Schools/universities Race organisers Clock systems Hospitals, schools, airports, banks etc N/A Sports services National, Provincial and county N/A athletic boards, Athletics clubs, Race organisers, Schools/universities Scoreboards Sports clubs, stadiums, National governing body (e.g. schools/universities, provincial Basketball Scotland) branches, Local councils Polanik athletic National, Provincial and county National, Provincial and county athletic boards athletic boards equipment Athletics clubs Athletics clubs Event organisers Event organisers Schools/universities Schools/universities
- 21. SWOT Analysis
- 22. 2. Positioning Sports Timing Equipment a. What customer needs do we address? – Reliability, durability, and accuracy – Lifespan and affordability – Ease of transportation and delivery – User-friendliness a. Qualifying questions – What type of event do you organise? – Do you have the financial resources to purchase sports timing equipment? – What is your geographical location? Are you based in Ireland or Britain? – Have you previously bought any sports timing equipment? a. Key messages – Products are of the highest standards and are internationally renowned brands – Products are reliable, durable, and have a long lifespan. – Products are both user-friendly and time-friendly. – Full product maintenance and repairs are offered by Timing Ireland
- 23. d. Elevator Pitch “Timing Ireland is at the forefront of sports timing equipment. The sports timing equipment market is an ever-growing one and Timing Ireland is the leading company in Ireland and Britain for the quality and range of sports timing equipment that they provide. Timing Ireland offers state of the art sports timing products for all types of race meetings from marathons to motor sports. The customer can either rent or purchase these products which give the customer a flexible option to suit their financial resources. These first-class products are then supplemented by Timing Irelands vastly experienced and dedicated team. Having come from an athletics background, they have been in the timing equipment market for decades. This enables them to provide first-class post-sales support and maintenance which has been cited by previous customers as the vital element of their experiences with Timing Ireland. Although there is competition in both Ireland and Britain from less-experienced companies, Timing Ireland can alleviate this threat through ‘its vast experience and dedication to top of the range services and to treat every customer as an individual.”
- 24. 3. Products • Sports timing equipment – Alge and Timetronics • Clock systems – Profil, Cristalys and Style • Sports services – Race meetings • Scoreboards – Indoor and outdoor • Polanik athletic equipment – Track and field
- 25. 4. Sales Pitches “Timing Ireland is at the forefront of the sports timing equipment market. As an organiser/owner of (insert name of race/event/sports club etc here), you want to have top of the range sports timing equipment from experienced full time professionals at a reasonable price, giving your event the accreditation and professionalism it deserves. Timing Ireland can offer you this supplemented by a personal experience from its knowledgeable and dedicated staff, who are there to help you at every stage of the process. The sports timing equipment market is an ever-growing one and Timing Ireland is the leading company in Ireland and Britain for the quality and range of sports timing equipment that we provide. Since establishing in 1982, Timing Ireland has been offering sports timing services to a variety of different sporting events/clubs that require their results to be highly accurate. Timing Ireland offers state of the art sports timing products for all types of race meetings from marathons to motor sports. We understand what the consumer wants from sports timing equipment, and so we provide the following to each and every one of our customers; • Reliability, durability, and a long lifespan for the product • Top of the range products with high brand quality • User-friendly products which do not consume the event organisers time on event day • Superior service and company reputation from an experienced and dedicated staff of employees who treat the customer as an individual, both pre and post-purchase • Affordability The customer can also either rent or purchase these products which give them a flexible option to suit their financial resources. These first-class products are then supplemented by Timing Ireland’s vastly experienced and dedicated team. Having come from an athletics background, we have been in the timing equipment market for decades. This enables us to provide first-class post-sales support which has been cited by previous customers as the vital element of their experiences with us. Although there is competition in both Ireland and Britain from less-experienced companies, Timing Ireland should be your first choice as we can offer you affordable top of the range products with a personal service that no one else can match.”
- 26. 5. Sales Process
- 27. 6. Customer presentation and Product demonstration • Customer presentation • Product demonstration – From our research we have found that customers value seeing a product working in its natural environment. – Timing Ireland differs to other companies in that the best product demonstration is one done in the field. – Trial of product not applicable to Timing Ireland
- 28. 7. Questions and Answers • Main questions and answers related to each separate segment of Timing Ireland’s business • Utilised as FAQ’s on the company’s website – Limit the number of direct enquiries company receives • Employees of Timing Ireland will also be able to use this list of questions as the standard response format for any queries from customers – Common responses to all customers
- 29. 8. Competitive Summary • Detailed overview of all of the main competitors which Timing Ireland will be facing in each of their business segments – Both the Irish and British markets • For each competitor – Name Ireland (4) UK (8) – Logo HS Sports Precision Timing – Location Sports Timing – Website Services – About – Products and services Sports Timing Race Timing – Distinct website features Systems – External online activity Sports Timing ChipIt Race Timing Systems • Sports Timing Systems Mikrotime Equipment Market Cambrian Timing Redback Biotek Sports Systems Black Sheep Sports Ltd.
- 31. 10. Customer Service Overview • Customer service is a critical factor – Customer acquisition, retention, and referral
- 32. Social Media
- 33. Some of the sites we used:
- 34. Categories Social Media Blogging Social Bookmarking Media Aggregators Facebook WordPress Digg YouTube Twitter Reddit Flickr LinkedIn Delicious Slideshare Stumbleupon Scribd
- 35. Social Media Facebook Twitter Activities: Activities: •Posting Links •Posting tweets •Interacting with other users •Finding users •Finding relevant users •Posting links Statistics: Statistics: •Friends 285 •Following 352, Followers 62
- 36. Facebook
- 37. Twitter
- 38. Social Media & Blogging WordPress LinkedIn Activities Activities •Create interesting blogs •Find Relevant users •Send links to blog from the other social •Build a profile page for the company media accounts Statistics: Statistics •Blogs 3, views 109 •Followers 12
- 39. WordPress
- 40. WordPress
- 41. LinkedIn
- 42. Social Bookmarking Sites • Digg • Stumbleupon • Delicious • Reddit • Used to promote the website through links about interesting content created by us.
- 43. Reddit
- 44. Delicious
- 45. Media Aggregators Flickr Slideshare Activities: Activities: •Post photos to Facebook •Posted the customer presentation to the account Statistics: •Photos 163
- 46. Flickr
- 47. Flickr
- 48. Slideshare
- 49. Media Aggregators Scribd YouTube Activities: Activities: •Post documents to the account sent •Posted videos from the client from the client •Promoted them on other accounts Statistics: •Uploads 6 •Subscribers 3 •Reads 209
- 50. Scribd
- 51. YouTube
- 57. Social Media Accounts on Website
- 58. Use of Images ALT Tags
- 59. Use of Images Title Tags
- 60. Backlinks Submitting URLs to Web Directories Directory Name Directory URL PageRank Internet Public http://www.ipl.org/ 9 Library CANLinks http://www.canlinks.net/ 5 Illumirate http://www.illumirate.com/ 5 Classifieds 1000 http://www.classifieds1000.com/ 5 Search Sight http://searchsight.com/ 5 Pegasus http://www.pegasusdirectory.com/ 5 Directory
- 61. Navigation XML Sitemaps Robots.txt
- 63. Results of SEO and SMM Campaigns Google Analytics Metric Before Campaigns After Campaigns % Difference Visits to website 586 695 +18.60% Page views 2,328 2,773 +19.12% Pages/visit ratio 3.97 3.99 +0.43% Average time on site 3:18 4:14 +27.82% Absolute unique 446 501 +12.33% visitors Traffic from Ireland 291 381 +30.93% Traffic from USA 33 65 +96.97%
- 64. Results of SEO and SMM Campaigns Keywords Analysis Keyword Google.ie Google.ie position (before) position (after) Timing Ireland 1 and 2 1 and 2 Sports Timing 5 5 Sports Timing 16 16 Equipment Polanik Athletic 4 3 Equipment LED 14 13 Scoreboards Scoreboards 8 6
- 65. Limitations and Learning Outcomes Limitations Learning Outcomes
- 70. Additional Recommendations • Provide testimonials on website: “Athletics Northern Ireland has used Timing Ireland for a variety of services, from equipment sales to on-site timing provision at international events. We have found the level of customer service to be excellent, and the commitment from the staff to provide, maintain or even replace equipment in time for major events is second to none, even at short notice. Athletics NI would not hesitate to recommend Timing Ireland for any equipment/timing requirements.” Jenni Robinson, Athletics NI
- 71. Recommendations
- 72. Conclusion
- 73. Feedback Transfer of project to client: • Brian Price, MD of Timing Ireland: “I am astonished at the extent, detail, time, effort & thought that has gone into these reports....I have found the interview reports to be particularly helpful in highlighting our weaknesses which we have with our biggest clients, this information in itself will prove to be invaluable.... These reports will facilitate us with the future direction of our company and have certainly made that direction more clear” -excerpt from feedback
- 74. Thank you for Listening We would like to field any questions you may have
Editor's Notes
- Timing Ireland has strong customer list: IRFU – Musgrave Park (located in Cork), GAA – Croke Park, FAI, Basketball Ireland etc. Real world problem: In our meetings with Brian, he reiterated the fact that he is an engineer, and does not have a strong knowledge of sales and the process involved. Also he felt that they are not taking advantage of the growing importance of social media marketing and search engine optimisation. Also they wanted to size the opportunity for Timing Ireland in Britain for sports timing equipment, scoreboards and athletic equipment.
- 1. Who purchases sports timing equipment/clock systems/scoreboards/athletic equipment in Ireland and Britain? 2. How do these people go about purchasing this equipment? a. Going online? b. Networking? 3. What criteria do they base their purchase decision on? a. Price? b. Quality? c. Loyalty to the brand? 4. How often do they purchase this equipment? 5. Do these people use social media? 6. Is networking important in the markets in which Timing Ireland operate in? a. Ireland and Britain 7. How can Timing Ireland improve their presales and post-sales service? (for participants with knowledge of dealing with Timing Ireland) i. Testimonials on the website? ii. Online manuals for products? iii. Product trial/demonstration? 8. Is there an opportunity in the British market for a foreign-based sports timing equipment supplier? a. Would the people in Britain who purchase this equipment have any hesitation about dealing with a company named “Timing Ireland”?
- We chose qualitative research over quantitative as it provides one main difference which would be valuable for us in our research; flexibility. It provided us with flexibility with regards to aspects such as the detail in questions, adapting questions to particular individuals, timing, location, and spontaneity. There are also two main advantages which qualitative research provides; Unlike quantitative research where the respondent has to stick to a rigid structure, qualitative research allows the researcher to follow-up with related and even ad-hoc questions which are applicable to the conversation and thus the research. These open-ended questions have the ability to evoke responses which are meaningful and culturally salient to the participant, unanticipated by the researcher, and rich and explanatory in nature. Qualitative research also allows the researcher to probe the respondent with questions to a higher degree than would be able with quantitative research, i.e. to ask how or why. The researcher can also then adapt the research to the respondents’ personality and style so as to try and achieve the best answers from them. This suited us as we needed to obtain a large amount detail from our respondents. Also, due to restrictions on us, e.g. geographical, financial, we decided that interviews were the most suitable method for us to use when conducting research. Interviews would let us conduct research with respondents based abroad at a low cost, while still obtaining all the detailed information that we needed.
- 13 qualitative interviews conducted in total.
- Just list off key answers i.e. National governing bodies purchase it, internet was important, loyalty was important etc. Explain the tendering process.
- Just list off key answers i.e. Local councils purchase it, internet was important, price was important etc. Explain the tendering process. Within the county councils, the purchase influencers will include the Leisure Facilities General Manager, Sports Service Manager, Sports Officer, and Leisure Performance Officer. There were mixed reactions as to whether there is opportunity in the British market for a foreign-based company. Some said that there would be no problem. However, also mentioned is that there is a trust factor built between customers and companies and a foreign company may struggle to impose themselves. Also explained is that due to the technical nature of some of the equipment, some organisers would prefer to have a specialist nearby who can solve any troubleshooting issues and that in the event of a dead heat, a British customer would be more inclined to give business to a local company
- Just list off key answers i.e. Electrical maintenance providers purchase it, internet was important, availability and convenience was important etc.
- List off these when presenting. Geographical restrictions made telephone interviews the only viable option available to us, restricting us from normal interview interactions and the benefits obtained from face-to-face interviews i.e. Facial expressions, body language etc. Some interviewees were extremely short in their answers and seemed disinterested. Trying to obtain detailed information from them was a challenging experience. Nearly all interviewees provided useful information in certain area which they were experts in, e.g. sports equipment, but knew very little about our other areas of investigations, e.g. social media. Therefore a lot of data was collected about some areas and not others. Although their lack of response spoke a lot in terms of its applicability in this industry. Quality of audio on some recordings was of a poor standard therefore making transcription difficult. We were unable to transfer two of the interviews to files; Sean Connell and Eamonn Tilley, as the audio file became corrupted upon transfer from Dictaphone to computer.
- List off these when presenting.
- Project Initiation Document Before we began the implementation stage of the practicum, we sent Brian a 13 page project initiation document, outlining the different sections of the practicum, what we expected to do in each of these sections, anticipated outcomes etc. We also sent him a social media marketing action plan draft. The project initiation document has the following sections: Corporate Sales/Marketing Kit A. Market Overview B. Positioning C. Products D. Products Features, Advantages and Benefits E. Sales Pitches F. Sales Process G. Product Demonstration H. Competitive Summary I. Marketing Overview J. Customer Service Overview Search Engine Optimization Social Media Metrics to be used for analysis e.g. Google Analytics Anticipated outcomes
- Bullet points relate to key customer needs and key messages that were outlined in the positioning section of the STK.
- Tendering...again relates to pre-sales aspect of Timing Ireland’s business which is one of the fundamental problems that we are trying to address and improve
- Prob mgmt priorities....... how to define how urgent the problem is Change control processes...formalised step-by-step process on how to deal with change requests
- This slide shows the profile page of Timing Ireland: how many friends we have what we have been upto and also the amount of albums we have posted Also shows some peer to peer interaction
- Show more screenshots
- This is a screenshot showing how we uploaded the Flickr photos to Facebook
- Unfamiliarity: throughout our research we found that a lot of key decision makers didn’t actually use social media Limited numbers of views: we either didn’t master how to use them or we didn’t post stuff that was interesting enough Limited info: we didn’t have enough to talk about for the requirements from theo Social media takes usually six months to show some results we still think we did well enough though
- Note that an SEO report was already produced by the LINK team with recommendations on SEO for Timing Ireland.
- Demonstrate how these links work in the presentation.
- 48 ALT tags in total were done on the website.
- 48 title tags in total were done on the website.
- Timing Ireland’s URL was submitted to 19 web directories. These web directories were chosen based on their PageRank.
- In order to improve the navigation of the Timing Ireland website, we produced an XML sitemap using http://www.xmlsitemaps.com . Robots.txt can be very important for Timing Ireland as it controls how search engines find pages from the website. It is also useful if there are sections to the website that should not be identified by search engines or crawled. Timing Ireland currently does not have a robots.txt file; hence, search engines may be puzzled on how to crawl the site.
- Make positive out of limited technical knowledge.
- Use this to make up for lack of sales knowledge
- What we have gone through the past half hour ... We also have tried to hand over the social media and everything to the client and also have had some feedback from the client