CMR Executive Workshop Programme

SYNOPSIS

        MODULE  1

       Programme objective:                                                       

              to provide CMR Members with the knowledge and skills  required for marketing services

              to the SME and public sector

       Introduction  - working with our members

       Agenda:  

             Who & what is CMR?  -  values, focus and philosophy

             SME Profile

             Overview of CMR Services & Products

              Working with CMR - moving forward

       The SME Sector & the CMR Executive

•                 The main problems/opportunities of concern to SME's

•                 The characteristics of the entrepreneur

•                 CMR consultancy vision                                           

•                 Problem centred v client approach and identifying with the marketplace

      Sales and Marketing

•                 Marketing Yourself

•                 Operating in CMR - regionally, by industry, by special business groups

      The potential client & his needs

•       The process

•       The first contact with the intermediary/client

•       Preparation                

•       Handling the first meeting - intermediary/client 

•       Building rapport and gaining interest -  client benefits

•       Questioning skills

•       Identifying clients key objectives, problems & opportunities

•       Opinions, facts and summarising needs

      Assessing business performance        

•                       Market Analysis       -  Orientation, Knowledge          

•                       Operation Analysis  -  Resources usage, Waste, Quality Controls, Development, Leadership

•                       Organisational Strengths

•                       Manufacture - positioning

•                       Financial Analysis     -  Trends and Key Ratios

•                       Growth potential

•                       Business plan

     Presenting the Proposal

• Features, Advantages, Benefits      

• Style & Content

      Investment & Investors

      Equity & debt Funding

      Revenue Sharing

      Personal Financial Implications

•       Structure for fees  - how and when?

•        Criteria

•        Options

MODULE II

Self Presentation & Self Preservation

Telephone Behaviour

Elements of effective client handling

Products, services & commissions

Exceeding Clients' Needs