INTERNATIONAL SELLING PROGRAMME 2017
2 The International Selling Programme is Enterprise Ireland s proven export sales development programme targeted exclusively at maximising export sales for Irish companies. This customised, applied programme is delivered by Dublin Institute of Technology (DIT) in partnership with a panel of world-class experts and practitioners. Participation on the programme will deliver real and immediate impact both for you as an individual and for your company. The programme enhances your ability to access new markets and accelerates export sales growth. Key Participant & Company Benefits THE PROGRAMME DELIVERS BOTH INDIVIDUAL AND COMPANY BENEFITS AND HELPS YOU AND YOUR COMPANY TO: 1) Maximise the potential in your sales cycle, from defining your value proposition right through to closing sales, tracking performance and rolling out a channel management plan. 2) Gain an insider view of internationally proven sales strategies to go beyond familiar export markets. 3) Develop an ambitious, executable International Growth Plan to achieve your company s business goals. 4) Earn an internationally recognised Postgraduate Diploma in International Selling or Diploma in International Selling (CPD) with a progression route to Masters level. WHO SHOULD PARTICIPATE? The International Selling Programme is for manufacturing and internationally traded services companies currently exporting or with advanced plans to do so. The proven tools you will master are relevant to any ambitious company. Participants should typically spend a minimum of 30% of time in a sales role and must be at the level of; MD/CEO Sales/Commercial/Marketing Director (or other Director Level) Sales/Commercial/Marketing Manager Technical Sales Lead
3 COURSE STRUCTURE & ACCREDITATION Advisor Series Expert External Support EXECUTIVE Strategy Skills Process Team Implementation Series Management Support I believe the International Selling Programme is worldclass in content, organisation and practicality. Enterprise Ireland and DIT have built a model that other countries should benchmark to. Unlike other courses I have attended, the tools I acquired and the sales processes can be applied immediately and I believe for many years to come. This is testament to the value of the ISP and the people who run it and teach on it. ANDREW SIMPSON VP GLOBAL CONSULTING SERVICES, CHANNEL MECHANICS. EXECUTIVE Eight x 2 day modules and 1 day finale delivered over a 9 month period. Key themes include strategy, skills and process. Each module is accompanied by practical, company-specific assignments. At the end of the programme participants will develop an international growth plan aligned to their company s overall business strategy and growth targets. ADVISOR Five face-to-face sessions with a Business Advisor. The BA works with participants to help them translate their programme learning into international sales results. TEAM IMPLEMENTATION One half day workshop, three e-learning webinars and access to an e-learning platform for up to two colleagues, to help support application of learning throughout the business. ACCREDITATION On successful completion of the programme participants are awarded a Postgraduate Diploma in International Selling or a Diploma in International Selling (CPD). ISP graduates may be eligible to progress to Masters level via the DIT Masters in Sales Management programme. The programme is accredited by DIT, recognised as Ireland s premium business school who have successfully run the programme since 2006 and who award an internationally recognised qualification in sales management.
4 EXECUTIVE Module: 01 Positioning for Growth Understand value from the customer perspective. Learn how to position your products or services in competitive markets. Create a value proposition and distinguish between qualified prospects and non-prospects. Module: 02 Sustained Growth & Performance Gains Accelerate growth by optimising the capabilities, systems and processes required to acquire and retain customers. Plan for aligned digital sales and marketing processes that will boost success in international markets. Apply tools to create opportunities, advance deals and unlock growth. Buyer Journey & Revenue Track Move the focus of selling to the buyer s perspective. Critically anticipate, qualify and service the international buying criteria of sector buyers in their targeted international markets. Understand a complex buying process in order to tailor the selling process accordingly. Module: 03 Sales Performance Management (Team Implementation Series: Participant and one colleague attend together) Develop processes for tracking and measuring sales team performance. Create a shared language to diagnose and progress deals. Hiring and On-Boarding (Team Implementation Series: e-learning webinars, available to participant and two colleagues) Optimise the hiring, on-boarding and staff retention strategies for the sales organisation. Key Account Management Learn how to qualify a key account. Focus on the development of a key account strategy and learn how to apply tools and techniques to move you into deeper and mutually beneficial relationships with your key accounts. Module: 04 Lead Generation Create a high-level strategy for lead generation for the organisation. Identify and prioritise prospects from internal and external networks. Develop a plan to deliver a successful lead generation programme. Market Validation & Market Intelligence Devise a market intelligence collection plan for the organisation. Assess intelligence to make informed decisions on market validation and selection. Consider resource allocation for market and identify, analyse and profile competitors. Module: 05 Presentation Frameworks Presentation frameworks are provided which outline a logical structure for effectively delivering your message with confidence. Skills for building rapport, generating interest and engaging and persuading your prospects are also mastered. Digital Sales & Marketing Understand the role of digital technology in sales and marketing strategies and process Gain insights from a varied panel of industry and education experts on organisational digital transformation Module: 06 Routes to Market Create a channel management strategy and critically evaluate various channel models, frameworks and processes. Enhance or redesign your route to market strategies with the tools to select, manage and motivate partners in the distribution system. Finance Develop relevant financial skills to support you in writing the International Growth Plan. Module: 07 Culture and Negotiation Learn about the dimensions of culture across markets and how this impacts on all sales behaviours and approaches. Gain a systematic understanding of how to negotiate, based on an appreciation of cultural differences and master advanced closing techniques. Module: 08 Meet the Buyer Present to a professional international buyer and receive feedback. Learn how to listen, respond to questions and handle objections. Test your cultural, industry and market understanding. This module also provides an opportunity to network with buyers operating in your industry sector. Personal Resilience Learn what resilience is and why it is the core competency for personal growth. Identify challenges to resilience and equip yourself to improve personal resilience. Create a personal action plan for immediate implementation. Module: 09 International Growth Plan Create an International Growth Plan tailored to your company s needs focused and linked to the overall business strategy and sales targets in international markets.
5 TEAM IMPLEMENTATION The objective of the Team Implementation Series is to enhance and improve sales professionalism in participant enterprises, at a level that goes beyond the individual participant, cascading specific programme content and tools to the wider team. My attendance was an excellent investment in time for me. DIT and EI have managed to create an infrastructure to measurably change Irish business for the better and this initiative will help Irish companies excel in the export market which I believe is critical for the long term security of Irish jobs. FRANK MADDEN CEO, CREST SOLUTIONS ADVISOR DIT will appoint a Business Advisor with appropriate sales and/or sector expertise who will facilitate participants through action learning, targeted objectives and an export growth plan. This series comprises five sessions which equates to approximately 2 days advisory time. The Advisor Series sets this programme apart. The modules, content and world class trainers were superb but having access to an internationally successful business advisor helped me join all the dots and gave me the confidence and support to make those difficult business decisions. JOE AHERN CEO, LEADING EDGE GROUP
6 PRINCIPAL PROGRAMME FACILITATORS ISP will be facilitated by a panel of world class trainers including: MICHAEL MCGOWAN BRIAN ENGLISH MICHAEL COMYN Michael is co-founder of DEI Sales and Smart Sales Talent. He has helped hundreds of exporting companies to build their sales, channel and sales management capability since 2004. He now helps companies to source and onboard sales and sales management talent. Brian is an Engineer and Marketer who has worked in international sales for 30 years. His company, Qupact, develops sales and routesto-market for its clients. He has a deep understanding of the intricacies of closing sales in international markets, through reseller networks. Michael is a master trainer, broadcaster, consultant and communications specialist. Michael s specialities centre on presentation skills, influencing skills and rapport building. RICHARD HIGHAM RICKY COUSSINS OSCAR VAN WEERDENBURG Richard is International Sector Head of Financial and Professional Services at Mercuri International. His particular experience in the financial sector includes the design and delivery of comprehensive relationship management, sales, service and leadership programmes for companies across Europe and the US. Ricky is an Associate Consultant of Frost & Sullivan. Ricky s experience covers the entire marketing spectrum but he has a particular understanding of how to apply the tools of market and competitive intelligence with a view to building sustainable competitive advantage. Oscar is co-founder of Intercultural Business Improvement and has held over 1,000 workshops and presentations for more than 40 multinational organisations on successfully managing cultural differences.
7 A PROVEN TRACK RECORD We re confident that this programme will have a real impact on your sales performance. But don t just take our word for it. Here s what some of our past participants have had to say: The International Selling Programme is an excellent professional learning experience which focusses on delivering the tools to develop a best-in-class international growth plan. The modules are delivered by exceptional people who help and encourage you through study, assignments and reflection to really understand your business and to professionally assess the chosen market that you are pursuing. This is facilitated in a collaborative and supportive environment where diverse businesses are encouraged to share ideas and outlooks together which broadens the mind. BRIAN EIVERS SALES DIRECTOR, THE NEST BOX EGG COMPANY LTD. Taking part in ISP really encouraged us to take the time to focus on assessing and analysising potential markets more thoroughly to identify the best fit before making any major investments in market entry. In addition, considerable improvements have been made to our sales management practices as a direct result of my participation. In short I can say - definitely - the time that I spent on the programme is having an extremely positive impact on our international sales growth. PATRICE FANNING FOUNDER, TECHNICALLY WRITE IT I m much clearer now on where we should be focussing, and find that I can articulate this more clearly and compellingly. I have shared the ISP with new staff in senior functions and they really appreciate our market position and challenges at a much faster pace. The International Selling Programme has provided me with a set of tools, a framework, and a plan on which I can deliver sales growth to Automatic Plastics. It has honed my skill set to be more focused and structured in my delivery of revenue growth. It was an exceptionally positive experience. ANDREA CAWLEY DIRECTOR OF SALES & MARKETING, AUTOMATIC PLASTICS Our organisation has benefited significantly from the International Selling Programme. The key learnings were crafting and executing suitable value propositions, focusing on the benefits to customers and the development of a robust sales process. JIMMY KIRBY EXECUTIVE CHAIRMAN, KIRBY GROUP ENGINEERING BRIAN O MALLEY GENERAL MANAGER, PUBLIC SECTOR & HEALTH, INTUITION
8 HOW TO PARTICIPATE THE PROGRAMME FEE IS 12,494 PER PARTICIPANT. THIS INCLUDES PARTICIPATION OF ONE KEY STAFF MEMBER IN THE EXECUTIVE AND BUSINESS ADVISOR. TWO COLLEAGUES ARE ALSO NOMINATED FOR ACCESS TO THE TEAM IMPLEMENTATION. Participation on the programme is supported by Enterprise Ireland at the following rates.* Enterprise Size Funding Rate Cost to Company Small Enterprise 70% 3,748 Medium Enterprise 60% 4,998 Large Enterprise 50% 6,247 * Companies must be eligible Enterprise Ireland clients to avail of funding support. Applications are now being accepted. Places are limited. The closing date is Friday 19th May 2017 and interested parties can apply online at: www.enterprise-ireland.com/internationalselling To find out more, contact: Claire Minogue Enterprise Ireland T: +00 353 1 727 2958 E: internationalselling@enterprise-ireland.com W: www.enterprise-ireland.com/internationalselling Enterprise Ireland will not release any information received as part of this application except as may be required by law, including the Freedom of Information Act 1997 (as amended from time to time). In the event of an FOI request, the client will be given reasonable advance notice in order to contest such disclosure. Note: A decreased rate of funding may be applied where companies are availing of the programme for more than 3 participants CONTINUOUS INTELLIGENCE GATHERING AMBITION PASSION VISION COMMITMENT EFFECTIVE COMMUNICATION & INTERCULTURAL AWARENESS GROWING INTERNATIONAL SALES DIFFERENTIATED CUSTOMER VALUE PROPOSITION SALES PROCESS & ROUTE TO MARKET THE INTERNATIONAL SELLING PROGRAMME IS RECOGNISED BY ENTERPRISE IRELAND AS SUPPORTING CLIENTS THAT ARE WORKING TO ACHIEVE EXCELLENCE THROUGH THE ADOPTION OF ENTERPRISE IRELAND S SMR FRAMEWORK. PEOPLE & FINANCE RESOURCES