1. This project is financed by the European Union 1 The project is implemented by a European Profiles S.A. led consortium Training / Counselling selling By Senior Sort Term International Expert: Kyriakos DIMITRIOU Place: UCCI Tashkent Training Centre Ташкент - July 7, 2014 Training of Trainers

2. This project is financed by the European Union 2 The project is implemented by a European Profiles S.A. led consortium Some facts Almost all service-oriented businesses share certain things in common that make them different than companies that mainly produce products. This fact affects the marketing approach of “selling the service”. Selling a tangible is a visible experience. But when you sell professional services, the attributes connected to the sale are not visible to the buyer… Services are typically tailored to the particular customer. You can't mass produce services as easily as you can mass produce physical products.

3. This project is financed by the European Union 3 The project is implemented by a European Profiles S.A. led consortium The good to be sold is the effort the service provider puts into developing the “end product” can't easily be used as a basis for other similar products. This affects the marketing of the service What do service-oriented businesses sell? Knowledge (how to do it) Expertise (the efficient way to do it) Support and Quality TIME through

4. This project is financed by the European Union 4 The project is implemented by a European Profiles S.A. led consortium Work with Work with means become a short of business partner. The trainer becomes a business partner when he or she works with clients rather than for clients either working as a free lancer or working for a training center

5. This project is financed by the European Union 5 The project is implemented by a European Profiles S.A. led consortium How? How does it works? Some principles: ▲Get to know their business; Research (by your own) about the particular kind of business (what, how …), its positioning in the market and listen by them their philosophy, their problems, their dreams … ▲ Engage; Be sort of a business partner, sort of a consultant, sort of a trainer, sort of a coach, sort of a mentor…

6. This project is financed by the European Union 6 The project is implemented by a European Profiles S.A. led consortium How? /2 ▲ Honest Conversation; Both people in sales and organizations often hide differences of opinion and avoid hard truths, thus undermining real collaboration and performance. Create safe environment, where conflicts and hard truths become discussable, where issues are argued on their merits and where both parts accelerate learning

7. This project is financed by the European Union 7 The project is implemented by a European Profiles S.A. led consortium How? /3 ▲Whole System; An organization / company is a complex human system and solutions are rarely one-dimensional. ▲ Investigate; Managers and directors (mostly in SMEs) are usually focused on numbers (turnover, profit, costs, etc). Even if they are experienced they also usually focus on external than internal environment. ▲ Finally be the agent of CHANGE

8. This project is financed by the European Union 8 The project is implemented by a European Profiles S.A. led consortium Sales … Sales is usually the task for an individual department (marketing) in a company or organization. In a smaller scale (small companies) sales is the task of a manager or the owner or the director. You are just trainers / training centers not having the luxury of a sales department. “So there is a need of particular skills”

9. This project is financed by the European Union 9 The project is implemented by a European Profiles S.A. led consortium Necessary skills The process of sales is quite demanding in skills of the person involved.  Market oriented  Communication skills  Negotiation skills And of course excellent knowledge of the service to be sold

10. This project is financed by the European Union 10 The project is implemented by a European Profiles S.A. led consortium SALES to whom? Sales can be divided under the classification “whom I am selling to” in two different target groups. Each group needs a different approach:  Existing clients or clients we have already work with  New clients Why there is a need of a different approach?

11. This project is financed by the European Union 11 The project is implemented by a European Profiles S.A. led consortium Sales Plan Generally speaking a sales plan contains:  the objectives of the sales process,  the responsibilities and incentives of those involved in the sales process, and  the resources that will be available or used for the sales process. The sales plan can be defined as:  a long term plan, ie a 3 or 5 years plan, revised year per year  an annual operation sales plan

12. This project is financed by the European Union 12 The project is implemented by a European Profiles S.A. led consortium Into a sales plan Both are based on previous year’s sales, taking into account: Political factors - Economical factors Not your customers nor you (and the training center you represent) are 1 dimension entity. That’s why you have to include the appropriate from that listed below depending on situation: objectives (sales targets), authorized sales representatives, the kind of service they are authorized to sell, list of sales roles, responsibilities, and focus areas /territories

13. This project is financed by the European Union 13 The project is implemented by a European Profiles S.A. led consortium So being practical Prepare: Pool of (open) Existing Trainings Pre sales actions Target clients … Offers Sales result action success fail

14. This project is financed by the European Union 14 The project is implemented by a European Profiles S.A. led consortium Pre-sales actions  Create printed material to inform potential clients: On the range of offering services The quality of offering services Strengths that differentiate your service from other competitors  Let the internet work with you and for you  If possible create a pool of best practices (examples of excellency).  Create a database of existing / potential clients  Define a costing plan on a variety of services

15. This project is financed by the European Union 15 The project is implemented by a European Profiles S.A. led consortium Target clients By sector By personal contacts By level of importance By area/territory By “first appearance” (existing clients of competitors) By potentiality of future cooperation (new entrance in the market)

16. This project is financed by the European Union 16 The project is implemented by a European Profiles S.A. led consortium Communication plan A communication plan is a road map for getting your message across to your clients or potential clients. This plan will help you to define your communication goals and use the right means to achieve them. 1. Determine goals You have to start by defining the goals of the communication campaign. Goals can be:

17. This project is financed by the European Union 17 The project is implemented by a European Profiles S.A. led consortium Goals can be To increase service sales/success: it could be a new or an existing improved service that you want to promote. To become better known. To announce/promote a precise event, policy or initiative. 2. Identify target audiences Each goal should address at least one relevant target audience

18. This project is financed by the European Union 18 The project is implemented by a European Profiles S.A. led consortium 3. Determine resources human resources/time material/financial resources technological expertise and technological means available 4. Identify key messages Key messages are the concepts that you want your audience to remember from your communication campaign

19. This project is financed by the European Union 19 The project is implemented by a European Profiles S.A. led consortium 5. Determine channels of communication You may choose one or more different ways of communication in priority/importance order 6. Budget 7. Evaluation (impact assessment) Each communication activity should measure how much it contributed to the pre-defined goals

20. This project is financed by the European Union 20 The project is implemented by a European Profiles S.A. led consortium Selling Coaching - Mentoring Apart of selling training services to companies /organizations, a good idea could be to inform decision makers in each company / organization about Coaching and Mentoring. This incudes: A small presentation of these supporting methods in order to inform about each one in the case (and this is the highest probability) the receiver of your message is not familiar with the terms An explanation about the benefits arising from such an activity A timetable and ▪ The price