Performance Portfolio Internal use only Why BSI is the first choice for ISO 9001 Essential information and inspiration to help you market and sell ISO 9001 ISO 9001 Quality Management
BSI first choice for ISO 9001 Quite simply, BSI is the business standards company that helps organizations make excellence a habit. Your clients can trust us to get the standard right and keep it relevant, after all we are the expert body responsible for shaping ISO 9001 in the first place. We have a proven track record, having worked with over 65,000 companies globally, from small and medium sized businesses, to more than 50% of the combined FTSE 100, Fortune 500 and Nikkei organizations. BSI works in partnership with industry experts, government bodies, trade associations and consumer groups to gain the widest possible market and industry view to shape the standards of excellence for the challenges facing organizations today. Your clients can enjoy the benefits of working with people who have decades of experience helping embed ISO 9001 in an array of different business sectors, so they understand the challenges, and see the opportunities to share learnings. We provide end-to-end support for clients, helping them monitor and maintain their excellence through our proprietary software and compliance tools so that they can confidently embed ISO 9001 into their organization. We talk with, and listen to clients every day, asking them what they want and how satisfied they are with our products and services, so that we make sure we are meeting their expectations and giving them the opportunity to tell us their thoughts. We add value; our unique ROI calculator comes from the pioneers and world leaders in ISO 9001. Using the calculator, clients can compare the cost of certification with the financial benefits they could expect from it. We ve worked with over 65,000 companies globally 2
Take a fresh look at ISO 9001... This manual is designed to help you step back and re-think your marketing and sales approach to: Refresh your knowledge of the range of products we have in our portfolio to meet the needs of your clients Understand how they fit with an organization regardless of sector, size or where they are on their journey Look differently at how you talk to clients and focus on benefits-led messaging Find new ways to promote ISO 9001 Help clients understand that BSI is the best organization to partner with for ISO 9001 Build powerful campaigns that focus on delivering value to the client. Through research * we have learnt Clients often articulate the benefits of compliance in terms of enhancing business opportunities. Different services play different roles across the client journey. As the client journey lengthens, trust levels rise and as the trust levels rise, client relationships appear more valuable. We are in the best position to act on these findings. *Hawks Partners LLC Qual Research June 2012. 3
Revitalise your messaging We want you to think again about your messaging. You, and your clients, may think you know ISO 9001. After all it s our most popular product. But it s also an effective introduction to the wider portfolio of products and services we offer. Now is the perfect time to revitalise the ISO 9001 messaging. We have an exciting and engaging brand position and stronger benefits-led messaging that means we have new news to tell both potential and existing clients. Give your clients a reason to want to do business with BSI by building compelling, creative, impactful messaging that reflects real, supportable product and brand attributes that are seen as relevant and valuable. Build confidence in the brand by being consistent in how the ISO 9001 portfolio of product solutions and the BSI brand is communicated to target sectors. This manual will provide you with the essential product information and creative inspiration you need to successfully market and sell ISO 9001. Ensure the right people receive the right messages at the right time selling benefits that are relevant to them and their organization and backing them up with real examples. Help them see how the range of products and services can help their organization and how easy it is to do business with BSI. 4
Time to get started You ll find everything you need here to bring ISO 9001 to life for your clients. With the benefits overview and creative inspiration in this manual and the most up to date resources and assets on the intranet, you have the information and the tools to build some compelling messages to grow your existing client base as well as engage brand new prospects. So why wait? Think about your goals and how your next marketing campaign would benefit from the additional client and data insights available from the Global Portfolio Team. Think about your audiences and what you need to say to them. And then think about how you will say it, focusing on the benefits. Consider which case studies you can use to stimulate discussion and what statistics you need to prove ROI. And give some thought to which ISO 9001 products your clients need to help them along their journey towards making excellence a habit. By taking a fresh look at ISO 9001 and revitalising your approach, you can confidently show your clients that you speak their language, understand their world, and know how working practices can be improved. As a result you will change the mindset of the client, strengthening the partnership with BSI over the long term. Finally, don t forget the Global Portfolio Team are here to help. Email us at global.marketing@bsigroup.com Together, we can change the client mindset: From fearing failure From needing a certification From having to implement From being audited From being assessed From being cost conscious From being time-poor From being short-termist to wanting to succeed valuing multiple certifications wanting to implement being advised working in collaboration being cost-effective being time-efficient being forward-thinking 5
A portfolio to meet your clients needs We have a broad portfolio of products and services that help organizations work better in today s challenging environment. With our help, they can go on to perform better, manage their risks more effectively and grow in a sustainable way. ISO 9001 is one of the world s most popular standards and is just one of a range of products and services we offer that can help companies achieve their goals. For the first time, you can see, at a glance, how the range of products across the portfolio can be tailored to meet your clients needs. Improve business management Asset Management PAS 55 S C Customer Satisfaction ISO 10002 S C Collaborative Relationships BS 11000 S C Six Sigma ISO 13053 S T Contact Centre Management C Integrated Management Systems PAS 99 S T C Project Management BS 6079 S Deliver quality products & services Quality Management ISO 9001 S T C Food Safety ISO 22000 S T C Medical Devices ISO 13485 S T C Automotive ISO/TS 16949 S T C Aerospace AS 9100/9110/9120 S T C Telecoms TL 9000 T C IT Service Management ISO/IEC 20000 S T C Oil and Gas ISO 29001 S C Kitemark C CE Marking C Think about your clients goals and how we can better meet their needs. Your job is to help them see the tangible benefits. 6 Key: Standard S Training T Certification C Verification V Performance - blue Risk - red Sustainability - green
Be socially responsible Social Accountability SA 8000 S C Corporate Social Responsibility ISO 26001 S Sustainable Communities BS 8904 S Manage energy consumption Product Carbon Footprint ISO 14067 S Carbon Neutrality PAS 2060 S V Carbon Footprint PAS 2050 S V Energy Management ISO 50001 S T C Water Management S Emissions Verification GHGEV V Minimise environmental impacts Environmental Management ISO 14001 S T C Sustainable Events ISO 20121 S T Biodiversity PAS 2010 S Sustainable Procurement BS 8903 S Responsible Sourcing of Construction Products BES 6001 C Kitemark Energy Reduction V Keep people safe Health and Safety OHSAS 18001 S T C Road Traffic Safety ISO 39001 S T C Security Industry Authority Contractor Scheme C Protect your business IT Security ISO/IEC 27001 S T C Business Continuity ISO 22301 S T C Anti-Bribery BS 10500 S Electronic Information BS 10008 S C Risk Management BS ISO 31000 S T TickIT & TickIT Plus C Target these products well, with the right messaging and you can show how our products can: INFORM organizations on the key standards and how they relate to their organization TRAIN their people on how to achieve the benefits through adopting best practice IMPLEMENT the processes that allow them to improve their business EMBED the practices to acknowledge their commitment to continual improvement For more detail on these products visit our intranet pages. 7
Match your products to your clients Your clients, old and new, will be at different points in their quality management journey. With the relevant products and services within our portfolio, there is ALWAYS the perfect opportunity to help businesses move closer to their goal of continual improvement, and at the same time to grow your sales. The ISO 9001 lifecycle: Take some time to think about your existing client base, where they currently appear in this lifecycle and what their needs might be at that point. Set out your objectives for key clients and identify products that they need and then implement strategies to build their awareness of these products, highlighting the specific benefits, to help the client engage with the right solution for them. Help them Understand Persuade them of the Benefits Get them Ready Putting it into Practice Certify the Process Continual Improvement ISO 9001 Standard Introduction to ISO 9001 Training Process management Auditing for ISO 9001 Book Beyond Registration Getting the Best from ISO 9001 & Business Improvement Book Understanding ISO 9001 & Process based Management Systems Book Webinar on the measurable benefits Creating a Process-based Management System for ISO 9001 Book Self Assessment Checklist Auditing to ISO 9001 Training Maximising ISO 9001 Training Webinar on the 8 principles Free Business Case Checklist Project Plan Template Auditing to ISO 9001 Training Internal Auditor & Lead Auditor Training Lean Six Sigma & Lean Practitioner Training Case Studies ROI Calculator Implementing ISO 9001 Training Gap Assessment Entropy Entropy Build your marketing plan around your clients needs and our products and both they, and you, will reap the benefits. 8 For more detail on these products visit our intranet pages.
Understand your clients needs By understanding how and why different people in an organization, almost regardless of industry, benefit from implementing ISO 9001 with BSI, you can create and deliver compelling messaging and proof points that resonate with decision makers and help build business. We know that whatever the sector, from manufacturing to services, companies that adopt the principles of quality management systems benefit from more efficient ways of working, better cost control, and faster and more effective implementation of new working practices. Below are some of the benefits reported by BSI clients, along with proof points that demonstrate an ROI. Think about how you can include a relevant proof point in all your client communications. Finance 55% achieved cost savings = Positive impact on the bottom line Management Certified companies outperform the market by more than 100%* = Share price Strategic alignment Sales & Marketing 71% acquired new customers and retained existing clients = Market access Product differentation Operations 75% boosted their operational performance = Process efficiency Reduced errors Cost savings Effective performance management Business agility ISO 9001 Quality Product Development Manufacturing cycles reduced by 48%** = Increased speed to market Better quality products Services 75% improved their levels of customer satisfaction and loyalty = Consumer confidence Increased satisfaction For more proof points, case studies and testimonials, see pages 14 and 15, or visit our intranet pages. *2011 BSI review of stock prices over a 10 year period, comparing ISO 9001 certified companies with a benchmark index. ** 2011 ASQ research. BSI Benefit Survey 2011 9
ISO 9001 and BSI. Selling to our strengths In defining roles and responsibilities ISO 9001 knows its task. Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. Implementing ISO 9001 will put a quality framework in place within your organization which could quickly make an impact on your bottom line. Building both client trust and your reputation it can ultimately can lead to winning more business. Let s remind ourselves, we are BSI and no other company is better equipped or informed to sell the benefits of ISO 9001. By showing your understanding of your client s aims and objectives you can then communicate how ISO 9001 and BSI are the best choice for their management needs. It would be easy to convey the benefits of ISO 9001 in the time honoured way (statistics and case studies), but we feel we can add a lot more colour to how we talk. Make ISO 9001 and the relevant benefit from BSI the hero of your tailored messaging and bring the proposition to life. The headlines that follow should provide a springboard for your own creative imagination. Focus on the target audience, their needs and the benefits ISO 9001 from BSI can deliver to THEM specifically. Very quickly you ll develop creative and convincing benefit led messages that bring the product to life for the client and your team. 10
Focus on Finance Tailor your message to your audience Start by thinking about their specific goals to: Save money Increase client confidence Give their business a competitive advantage Enhance their brand reputation Streamline operations Continually refine their processes Improve business competence Example messages Concerned about the confidence of your stakeholders? Have faith in ISO 9001. For a more meticulous and detailed business process, we thoroughly recommend our ISO 9001. Managing the minutiae of your client s accounts? The detail is in ISO 9001. Can we help enhance your company s reputation? We d stake our ISO 9001 on it. In defining roles and responsibilities, ISO 9001 knows it s task. Can we help enhance your company s reputation? We d stake our ISO 9001 on it. Or write your own and sign off with You can rely on ISO 9001. Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. Implementing ISO 9001 will put a quality framework in place within your organization which could quickly make an impact on your bottom line. Building both client trust and your reputation it can ultimately can lead to winning more business. Example body copy Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. Implementing ISO 9001 will put a quality framework in place within your organization which could quickly make an impact on your bottom line. Building both client trust and your reputation it can ultimately can lead to winning more business. 11
Focus on Service Tailor your message to your audience Start by thinking about their specific goals to: Increase client satisfaction Improve business performance Give their business a competitive advantage Enhance their brand reputation Continually refine their processes Improve business competence Example messages How do you increase customer satisfaction? A little ISO 9001 goes a long way. Need a framework for continual improvement? Let ISO 9001 do the groundwork. Striving for operational excellence? Step forward ISO 9001. Improved telecom customer services? Say hello to ISO 9001. Publicly demonstrate your best practice management? ISO 9001 at your customer care service. Improved telecom customer services? Say hello to ISO 9001. Or write your own and sign off with Have you considered ISO 9001? Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. Implementing ISO 9001 will put a quality framework in place within your organization which could quickly make an impact on your bottom line. Building both client trust and your reputation it can ultimately can lead to winning more business. Example body copy Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. By putting a quality framework in place you can quickly improve your client satisfaction levels, build your reputation and give your company the edge on its competitors. 12
Focus on Operations Tailor your message to your audience Start by thinking about their specific goals to: Improve business performance Give their business a competitive advantage Produce tender documentation Streamline operations Increase speed to market Example messages How do you build a robust management framework? Structurally speaking, ISO 9001. Need consistency in the quality of your product? ISO 9001 every time. There s always room for ISO 9001 in any integrated management system. To deliver defect-free goods on time and within budget, you can t fault ISO 9001. When it s business critical, it s critical to have ISO 9001. When it s business critical, it s critical to have ISO 9001. Or write your own and sign off with It sounds like an ISO 9001 to me. Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. Implementing ISO 9001 will put a quality framework in place within your organization which could quickly make an impact on your bottom line. Building both client trust and your reputation it can ultimately can lead to winning more business. Example body copy Whatever your organization s goals or challenges, work with BSI and discover how ISO 9001 can make the way you do business more efficient. In the world of standards we are the experts; after all we shaped this globally adopted standard. Working together we can give you the benefit of our extensive experience and support. By putting a quality framework in place you could quickly streamline your operations, increase speed to market and improve your business performance.. 13
Global resources at your finger tips The Global Portfolio Team is here to support you in developing effective sales and marketing activity. Here are just a few of the resources available to you: Client insights Knowing how many clients you have and what they are buying really helps you find opportunities to cross-sell and up-sell products. You can use key performance indicators (KPIs) like client retention, average value and cross-sell to help establish goals that achieve your revenue. Your client information is often simply a click or two away. We hold about four years history on every product they buy and how much they spend so that you can look at good performance and try and replicate it with other clients. We also hold profilers that will help with messaging, such as sector and company size. Or if you are looking to grow your database then we can help by providing lists from our database partners or help you optimise your budget by ensuring you don t buy records you already have. Email customer.insight@bsigroup.com for more information or data relevant to your market from statistics to data lists. Did you know over 25% of our ISO 9001 clients also buy additional certifications for standards such as ISO 14001 and ISO/IEC 27001 further enhancing their business performance? 14
Client research What do clients want, why do they do business with BSI and how satisfied are they with our products and services? We talk to clients every day to ask them questions like these so that we can make sure we are meeting their expectations. For the first time we have one global client survey that is consistent across all our business streams. As well as learning about what your individual clients think and need, you can use the feedback to talk to prospects about the benefits of partnering with BSI. We also monitor the marketplace and our competitors. Understanding new market forces or client reactions to new propositions will help you position BSI offerings in the right way. We ve summarised the key findings into concise and useful soundbites on the intranet. Find out more about your clients by emailing customer.insight@bsigroup.com or visit our intranet pages. Case studies What better way to persuade a client to invest than by showing an example of how a product or service helped an organization to achieve tangible business benefits? We have many success stories in the form of case studies and testimonials on the intranet that you can use. Try to think creatively about how best to use them. The more relevant and specific to the prospect s needs the better, but remember that relevance may be a business issue as well as, or even instead of, the sector or the region. As well as the case study bank, there may be other proof points available on request. We always need more so please share your success stories with global.marketing@bsigroup.com Did you know that of the BSI clients that achieved ISO 9001 certification, 75% say it has improved their levels of customer satisfaction and loyalty? Knowledge sharing Our Knowledge Sharing section on the intranet gives you a good summary of the latest research and the quarterly client audits, arming you with proof points to support your key messages as well as market trend information. However, our aim is that this knowledge share is a two way, interactive forum where you can share what s happening with your clients in your market. We will be updating these pages with your feedback and posting Frequently Asked Questions together with answers so that everyone can benefit. Email global.marketing@bsigroup.com with any questions or information you want to share or click on the relevant icons on the intranet to find out more. News and updates at your fingertips Look out for our regular email updates on the latest initiatives led by the team. And access the latest news and resources on the Global Portfolio section of the BSI intranet. 15
We know ISO 9001; BSI shaped the original standard. BSI... Shaped the original standard and continue to lead its development Has the most highly trained assessors Offers the widest range of support solutions in the market place Is the number 1 certification body in the UK, USA and Korea Looks after more than 65,000 global clients Has an unrivalled International reputation for excellence Is the global leader in getting the most from ISO 9001 V.1. Published November 2012 ISO 9001 Quality Management