ASAE Annual2014 Selling Successfully in Europe
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#ASAE14 Successfully Selling Education in Europe 11 th of August 2014 2:00 PM - 3:00 PM
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When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Hear about the sales and marketing strategy used, and how they tailored its courses to be more locally relevant to regional customers and members. Understand the connections, roles, and the impact the regional community had on the development of new products and services.
Transcript of ASAE Annual2014 Selling Successfully in Europe
#ASAE14
Successfully Selling
Education in Europe
11th of August 2014
2:00 PM - 3:00 PM
#ASAE14
Jackie Oppenheim, ASME Director of Training & Development
Murat Dogru, MCI Account Manager and ASME Community and
Corporate relations Manager
#ASAE14
• Who are we
• Approach to expanding into Europe
• Results
• Lessons learned
Outline:
#ASAE14
About ASME American Society of Mechanical Engineers
Professional association, founded in 1880
Multi-disciplinary engineering society
Over 130,000 members in 158 countries
Over 6.800 certified manufacturers
392 staff
Core activities:
Codes & Standards (incl: pressure technology, nuclear)
Certification (product, personnel)
Training & Development
Conferences/events
Publications
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ASME Europe Office
European office at MCI Brussels since 2005
Services:
Customer care
Community support
Sales
Business Development
Events and conferences
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ASME Training & Development
>10,000 individuals training annually
>50% reside outside of US
Delivery: face to face and eLearning
>300 courses
Deliver direct and through partner network
Topics include:
Boiler & Pressure Vessels
Piping & Pipelines
Welding & Brazing
Design
Nuclear
#ASAE14
What have we done to
develop our training
business in Europe ?
#ASAE14
European Product Development Strategy
Research phase
Product/ Program
definition
Sales and Marketing
Execution Evaluation
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Step 1: Research phase
1. Market insight:
Existing data collection
T&D scan in US (interviews of US attendees,
reasons of success, etc)
2. European market analysis:
Market scan
Competitors analysis
Understanding of Codes & Standards users in Europe
In-depth research on the specifities of each local
market and identification of high potential
opportunities
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Step 1: Research phase
2. European market analysis:
Interviews
Volunteers
Stampholders
Members
KOLs
3. Results:
Lack of brand awareness
Seen as an American Association (not global)
Strong local education providers (competition)
Wrong communication tools and marketing materials
Finance issues
No proactive sales
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Strengths
- Brand (ASME delivering ASME education)
- ASME-vetted instructors
- Existing product
Weaknesses - Less of an understanding of European market
- Locally focused Sales & marketing tools
- Website
- No dedicated European business capacity
- Little experience in outbound selling
Opportunities
- Use of ASME standards in EU
- Need of European technical education
- Correlation with other products
- Cooperation with associations, volunteers
Threats
- Lack of awareness of ASME as training provider in EU
- Perceived not as international but American society
- Existence of local providers (competitors)
I NT ERNAL
EXT ERNAL
Step 1: Research phase – SWOT analysis
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Step 2: Product/Program definition
Need to create customised training courses for
European market:
Adequate course content
Appropriate timing
Lead with public courses in early years
Selection of high potential cities
European instructors
European customer service
Registration process
Logistical and financial management from Brussels
Listing of Unique Selling Points
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Step 2: Product/Program definition
Unique Selling Points (USP):
First hand and unbiased technical training on ASME
codes
ASME certificate of successful completion
Strong reputation of ASME as standards developer and
product certification body – existing customer base
High level instructors (committee members involved in
writing the codes)
#ASAE14
Step 3: Marketing and Sales tools
Marketing:
Establishment of European marketing campaign
• Layout (website)
• Content
• Tone of voice
• Language
Cross-promotion between all ASME
communication platforms
Correlation between trainings, products,
events and community
Collaboration with local societies
Partnership with key European corporations
#ASAE14
Step 3: Marketing and Sales tools
Sales:
Creation of European Business Development
database
Creation of sales platform
Pricing
Identification of target markets
Enlarged scope of outreach
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Step 4: Execution
Establishment of a pilot program (Turin, May 2008)
Sales calls
E-blast
E-PURLs
Face-to-face meetings
Print/E-newsletter
Trade show presence
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Step 5: Evaluation
Financial monitoring
Logistical costs
Net revenue
Expenses
Feedback from participants and instructors
Measurement and development of mid-term strategy
Results of Turin (2008): generated net profit
Planning for 2009: 3 sessions
2010: 4 sessions
2011: 5 sessions
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T&D results
0
100
200
300
400
500
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Number of participants
Engineers
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T&D results
Public sessions:
Growing market - >30% CAGR over last 5 years
+1800 participants since 2008 (FY14: +400 students)
Minimum of 7 destinations (programs) per year
5 to 10 courses per program
Average of 55 students per program
In-Company sessions:
Average of 8 per year
Online sessions
Instructor-led courses
#ASAE14
Lessons learned
Focus initial offerings
- Start small with your core competencies
Continuous feedback
- Keep adapting the offering according to local needs
Strategic partnerships decision
- Don’t need to partner with everyone
Need investment in brand positioning
- Need solid organizational support and investment
There are always other opportunities!!!
#ASAE14
Any question?
#ASAE14
Contact us
Jackie Oppenheim
Director of Training and Development
ASME
+1 212-591-7526
Murat Dogru
Business Development Manager
MCI GROUP
+32 (0)2-743-4427
