CMR Executive Workshop Programme
SYNOPSIS
Timing Session
outline
Method
15 min.
Introductions
Programme objectives -
Provide participants with
the knowledge and skills Lecture
required for marketing
services to the SME sector
Content and method -
Lecture, discussion,
practical group/syndicate
Exercises and role
play.
Lecture
1 Hour
The SME Sector & the CMR Executive
Small businesses needs
-
What are the main
problems/opportunities that SME's
are concerned
about.
Group activity
How do the characteristics
of the entrepreneur help
or hinder the CMR
Executive. Lecture/Discussion
CMR approach and attitude
-
Problem centred v client
approach.
Group activity & Discussion
Identifying with the SME market
-
The importance of, and how,
to do this.
Lecture/Discussion
1.25 Hours
Sales and Marketing
The CMR approach -
Contact the
intermediary/client, Lecture/Discussion
making telephone
appointments. Role plays/W'Book
The first Contact -
How to handle the first
meeting - intermediary/client.
Lecture/Discussion
Role plays/W'book
Building rapport and gaining interest - The importance
of
getting across to the intermediary/client that there will be a
benefit in it for them. Role
plays
1 Hour
Client Needs
Identifying clients key objectives -
Linking it to fee structure
and measurement of
success.
Discussion
Area of business to examine -
The three main areas and
their importance. Discussion
Questioning skills -
What to ask questions about
and what type of
Questions
Discussion
to ask.
Problems/opportunities & facts. Workbook
Opinions and effects.
Summarising needs.
CMR Executive Programme
SYNOPSIS
(Cont.)
Timing Session
outline
Method
1.5 Hours
Assessing business performance
Analysing Business performance -
from CMR Investors
viewpoint.
Sample internal environment
analysis matrix for CMR use.
Cover the following areas -
Market Analysis -
Orientation, Knowledge, Discussion
- The Four P's.
Operation Analysis -
Resources usage, Waste, Quality
- Controls, Development, Leadership.
Financial Analysis -
Trends and Key Ratios.
Case Study -
Participants, working in
syndicate groups, will analyse the
performance of an actual
company and decide on action
they would advise it to take
and how they, as CMR could
assist.
Group Exercise
1.5 Hours
The Proposal
Presenting the proposal -
Features, Advantages,
Benefits.
Discussion
Identify FAB's of
your services. Group Activity
Action planning & prioritising -
The main aspects of project planning. Lecture/Discussion
A standard CMR format for a
business plan covering
9 critical areas with full
notes for completion.
Fee structure and concepts of
negotiation -
Lecture/Discussion
CMR
approach to fee setting.
Setting fees in accordance
with success criteria.
Key aspects of
negotiation. Group exercise
30 min.
Open Forum & Close
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