Nccet strategie sales approach to contract training
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Strategic Selling Approaches for Contract Training Kathy M. Walton, Ph.D. Executive Director, Corporate Training Solutions Austin Community College [email protected] 512.223.7213
description
This webinar takes a "business model" structure in managing staff in a community college contract training unit. We will explore how to set up the structure, the need for marketing support tools, and how to establish accountability.
Transcript of Nccet strategie sales approach to contract training
Strategic Selling Approaches for Contract Training
Kathy M. Walton, Ph.D.Executive Director, Corporate Training SolutionsAustin Community College
Agenda• College Context• Staff Structure• Organization• Marketing Support• Accountability & Results
Corporate Training Solutions• Austin Community College
– Austin area: 1.7 M population– ~45,000 credit students; 30,000 non-credit– 8 county service area
• Connect with Community– Identify industry learning needs and
connect to educational solutions• College Expectations
– Revenue & Profitability Goals– Administrative Assistance
• FY11 revenue > $1 M
CTS Services
• Quality Instruction & Development• Partnerships with Curriculum Providers • Format/ Online Training• Limited Open Enrollment• Assessment & Customization
• Industry Expertise & Credibility• ACC Faculty• Community SMEs• Consultants
• ACC or On-site Facilities
• Value, Seamless Service, Flexibility
• Grant Funding
• Sales People vs Educators • Nature of the Roles• Motivators
Staff Structure• Provide
Leadership & Vision
• Work with internal & external ccommunities
• Manage Resources
• Write Grants• Monitor
Accountability• Educator,
business bbackground
• Sales Background• Experience &Training• Entrepreneurs• Research Programs• Manage Contracts• Quota: $300,000/year
• Grant Development & Implementation
• Research Programs• Manage Contracts• Detailed/Analytical• Quota: $300,000/year
• Manage Course Registration
• Work with Instructors• Order Curriculum,
Supplies, etc• Manage Invoicing &
Payroll• Friendly & Meticulous
Executive
Director
Sales Executives
Grant Coordinators
Support Staff
Sales Organization: Industry Clusters
•Advanced Technologies & Manufacturing•Semiconductor Industries•Transportation•Hotel/Hospitality
•Government Agencies•Healthcare•Education•Entertainment/Music•IT
•Energy•Telecommunications•Food/Retailing•International Programs•Finance
Consulting Approach
Proposal Driven
Cost + Pricing
Responsive
Marketing • Networking/Relationships
• ACC/Dean Industry Visits• Participation/Referrals from:• Chambers of Commerce• Workforce Solutions• Texas Workforce Commission
• Unified Marketing Collateral w/ Industry Look
• Website• Program Information• Trade Show Display• PPT template• Portfolios• Brochures• Fact Sheets• Media
• Leads
• Economic Development Councils
• City/County Government
• Businesses & Clients
Accountability & Results
Sept Oct Nov Dec Jan Feb Mar Apr MayJune July Aug
-20000
0
20000
40000
60000
80000
100000
120000
TomMarieJamesVickiConnieDeborah
Top Revenue Generator:Tom!!! @ $55,873
Total August Sales: $82,948.04Accumulative Sales: $1,014,372.60
Current Status:
66.36% of monthly Goal112.7% of annual ACC Goal (100% of time)
Sept
Nov Jan
Mar
May Ju
ly$0
$50,000
$100,000
$150,000
$200,000
$250,000
2008 Sales2009 Sales2010 Sales2011 SalesGoal
Goal
144%
41.2%
67%
20.3%
66.7%
CTS FY2011 Goals:
Monthly Team: $125,000
Monthly Ind: $25,000
ACC Annual Goal: $900,000
• Goals & Tracking• “7 Digit Dash + 1”
• For FY2012: Monthly Goal: $84,000; Individual Goal: $17,000
• All Revenue Generators held Equally Accountable• Results Reported at Monthly Staff Meeting
• Recognition• Top Monthly Revenue Generator Receives “Day off”• Quarterly Bonus for Reaching Quarter Quota• Annual Top Revenue Generator Receives Plaque• Annual Luncheon if Annual Goal is Obtained
• Pro’s & Con’s of Model• Business Model as “Work in Progress”• Topic Expertise & Build Resources• “Fuzzy” Industries• Geographically Challenging
Accountability & Results
Conclusion• College Context• Staff Structure• Organization• Marketing Support• Accountability & Results
Corporate Training Solutions
Q & A
Strategic Selling Approaches for Contract Training
Kathy M. Walton, Ph.D.Executive Director, Corporate Training SolutionsAustin Community College
