Workshop framework

KATRIN WAY WITH CUSTOMER MEETINGS Before, During & After

Katrin Way To build the Katrin brand, we have to unify the way we act. You all know what you are doing. In the future we should have one recognisable Katrin way instead of many different personal ways.

Katrin Way EASY TRUSTWORTHY Our success in customer relationships is measured by how our customers think we are. Our products do not differentiate us from the competition – our behaviour does. EASY TRUSTWORTHY INSIGHTFUL

Easy Insightful Trustworthy Cornerstones BRAND We work hard to understand our end-customers so that we can help our customers sell and find new business opportunities. We work hard to make your life easier and more profitable. All in all, we help you sell better. Trustworthy BRAND You get what you need, when and where you need it. Our products are certified and thoroughly tested. As a part of Metsä Group, you can rely on the sustainability and continuity of our operations.

Key elements It’s impossible to be easy, trustworthy and insightful in the eyes of our customers if we do not know and understand their needs. And who knows those needs better than the customer himself? Let’s together come up with a set of KEY ELEMENTS that will define the content of each meeting – and what happens before, during and after.

Group work

Region challenges & opportunities Each of the regions has their own challenges and opportunities – the facilitators should be aware of these. If, for instance, the focus is too much on existing customers, the facilitator needs to steer the discussion in the right direction so that the participants themselves understand what they should do – e.g. focus more on new customers.

What are the challenges for your market?

workshop

Agenda workshop 9.00 Ice breaker 9.15 Introducing “Katrin Way” 9.30 Easy Trustworthy Insightful 10.00 Group work: Before, during, after. 11.00 Break 11.15 Summary of best practices. Voting and discussion. 12.00 Thank you!

9.00 Ice breaker / Setting the mood Everybody takes a turn of describing a fun but relevant experience for one minute: The worst example of someone trying to sell something to you. It should be easy to point out certain patterns based on these experiences. E.g. It’s easier to sell things when you know what the customer needs. Or: If you are selling to the wrong person, everything else is academic.

9.15 Introducing the Katrin Way Four slides explaining the Katrin brand and cornerstones. Katrin is a success because of the relationship and behaviour. We just need to do this consistently through a sharing of best practices.

The money is in the paper The money is in the paper, but the paper will not differentiate us. Katrin is a success because of the relationships our people are able to build with our customers – current and future ones. They simply like to do business with us. The purpose of the Katrin brand is to strengthen and deepen this relationship both emotionally and by adding value. That’s why Katrin will always be a brand built through behaviour.

Easy Insightful Trustworthy Cornerstones BRAND We work hard to understand our end-customers so that we can help our customers sell and find new business opportunities. We work hard to make your life easier and more profitable. All in all, we help you sell better. Trustworthy BRAND You get what you need, when and where you need it. Our products are certified and thoroughly tested. As a part of Metsä Group, you can rely on the sustainability and continuity of our operations.

Q: Why Katrin? CUSTOMERS A: At Katrin, we work hard to make your life easier. We boost your overall sales by helping you understand the needs of your customers. We deliver what you need, when you need it. As a part of Metsä Group, you can be sure that we are sustainable in everything we do and that we will be there for you next year as well. All this makes Katrin your best partner for growth. Q: Why Katrin? CUSTOMERS

Katrin helps customers sell better. We make the lives of our customers easy by providing them with best practices and sales tools based on end-customer understanding. The practices and tools can be adapted to selling other products, too. Brand vision

9.30 Setting the task for the day Our objective is to sell XX tons more (on top of present 162,000 tons) by 2020. In our market, this means an increase of x tons – from y to z tons. This is an ambitious goal. How do we do it? How can we deliver on the brand cornerstones (easy, trustworthy, insightful). “You guys know the answer. The answer is in your heads.” Today we share our best practices before, during and after. Worst practices can also be shared: Don’t do this.

9.30 Setting the task for the day Divide participants into three groups: Take a number (1, 2, 3, 1, 2…). Each group takes a turn at each table for 15 – 20 minutes sharing the best practices and tips for each phase. It is ok to comment and add to the previous groups ideas. Facilitators should keep in mind region specific challenges and opportunities. E.g. if focus is too much on existing customers, the before groups should be steered into thinking about who do we approach – not just how. BEFORE DURING AFTER

10.00 before What are the best things to do before the meeting, including key questions and setting an agenda. Who should we approach, when and how? Are we approaching the right people? Old vs. new customers? Or are we doing the wrong thing in the right way? Are we approaching the right segments? Who shouldn't we approach? How do we prepare the meeting? What do we need to know and what’s the best way to get this information? What not to do?

10.00 During What are the best practices during the meeting? Sharing of best presentation techniques and tips? Which kind of questions work well? Are we keeping it short enough? What is important for the customer? What not to do?

10.00 after What are the best things to do after the meeting? What can we do to ensure closure? What not to do?

11.00 break Break

11.15 Voting and free discussion of ideas. Voting done by everyone adding three ‘I’. Free discussion. Facilitator summarises best practices. Final call for feedback: What kind of training, information, tools and materials would help sales?

12.00 thank you!

Follow up

OUR BEST WAY WITH CUSTOMER MEETINGS Region: xxx Regional target: XX tons, market share, leads, xxx… Focus segments: Xxxxx, xxxxxxxx, xxxxx Key issue(s) to overcome in our region to reach the target within focus segments: Xxxxx xxxxxxxx xxxxx xxxxxx xxxxxxxxx Behavioural guidelines: Easy, trustworthy and insightful. Our best practices within customer meetings: Before: Xxxxx During: After: Regional target: Missing. Segmente specific. Support needed from marketing: Xxxxxxxxxxxx xxxxx xxxxxx xxxxxx xxxxxx xxxxxxxx xxxxxxxxx

thank you