---

Topic: Marketing & Sales....Selling-IN to the Brand
Speaker: D. Wendal Attig -- America's Corporate Positioning Coach™

More and more of America's best companies are managing by brand. Everything they do revolves around building value, profitability and equity in their brand. Their vision, mission and goals are structured around making advances toward brand dominance in their category.

The B2B secret to selling-IN to these organizations lies in your ability to BrandCase the client's marketplace objectives then consultatively sell!

Learning how to do that quickly and efficiently is what your group will learn in this interactive, hands-on workshop.

Two formats for learning to BrandCase are available, depending upon your company's understanding of branding and it's impact to your busioness.

As a three - 75-90-minute sessions (for companies beginning to develop and maximize their branding efforts:
Includes three full-length presentations on:

1. The Marketplace of the Mind --A fast-paced, but thorough look at branding and importance of branding to your business and to the your clients' businesses.
2. Creating the Client Comfort Zone -- Branding one-to-one for key account retention
3. Branding@netspeed an understanding of the impact of the Internet on traditional branding--what makes it different?
   BrandCase How You Can Use the Internet to Develop A Game Plan for Selling IN to the Client's Brand

As a half-day workshop includes lead-in mini-sessions (for companies with a solid appreciation for branding:)

1. The Marketplace of the Mind --A quick overview of branding and importance of branding to their clients.
   Creating the Client Comfort Zone -- Overview Branding one-to-one for key account retention
   Branding@netspeed an understanding of the impact of the Internet on traditional branding--what makes it different?
   BrandCase How You Can Use the Internet to Develop A Game Plan for Selling IN to the Client's Brand
   
   Please note: this session is content-compressed and not recommended as a half-day for organizations not already focussed on branding.

Now your organization can learn how-to:

• Profile the client's target market
• Case the vision and mission for brand management hot buttons
• Examine critical purchase patterns for opportunity
• Case Client's Current Branding Initiatives
• Relate to target markets key brand loyalty drivers
• Use search engine positioning to assess the client's competition
• Assess available brand enhancement opportunities USING YOUR SERVICES
• How to use your brand to advantage the client's brand, outlining B2B or B2C contributions your company can make toward enhancing the client's brand position
• Develop an "elevator pitch" presentation for more effective sales

Ideal Companies:

• Radio
• Television
• Cable TV
• Promotional Products
• Electric and Gas Energy Companies
• Telcos
• Magazines
• Specialty Publications
• Newspapers
• Printing
• Advertising Agencies
• Internet Advertising Brokers
• Media Buying Services
• Air and Ground Shipping Services
• HMOs
• Medical Supplies and Equipment
• Travel Agencies
• Airlines
• Any company contributing to another company's ability to deliver on their brand promise to the end-use customer!

Ideal Audience:
Sales, Marketing, Advertising, Media and Branding executives who sell and deliver B2B products and services and/or those who have key account responsibilities.

Ideal Audience Size: Up to 36

Venue Requirements:
This session is best conducted in a training room environment where each attendee will have access to a computer with high speed Internet Access. Many in-house corporate training facilities are equipped this way.

BrandCase can be conducted off-corporate site as well, with the main group divided into smaller groups of 4-6 people, each group equipped with a computer with Internet Access. This can be done with rented equipment, or in a computer equipped, rented training facility.

Presentation Formats:

• 1/2 day compressed session 3.5 Full Hours of Content
• Three separate 75-90-minute sessions

Audio Visual Requirements:

• LCD Computer projector and screen
• A wireless lapel microphone
  

Here's what the attendees are saying they've learned:

• "The BrandCase is a very great tool to use. When I go back to France, I will use it because it is a very good process. Thanks a lot, it was very interesting."
• "BrandCase - Very good template to use! Learnedt about how to look in-depth at a client's brand, both to fit into proposals + also in terms of pitching clients. Very useful info!"
• "The excellent way to (prepare for) the presentation. Great"
• "Tailor your communication with a site to reflect your understanding of their brand values."
• "Co-branding opportunities exist among strong brands and the key drivers (are important) for building up a strong brand."
• "Brand is important in terms of position of market. As our brand is a leader we must make (our clients) feel (like) our partners (and) being leaders when they join us."
• "Works for the client as much as the company. Think for them. Work for them. Be resourceful. Believe in what you're selling."
• "I will not forget that Perception = Reality."
• "I learned that the best strategy works well when you know the strengths of both the client & ourselves, that can be brand, technology, etc. We must know the core strength of the business and how to use it effectively."
• " (Offers) very clear and comprehensive planning to help the client in "Brand Building"
• "Very clearly our knowledge for building a brand"
• "Arrange my point of view towards what the client is thinking/wanting. Make my product fit to his."
• "I have learned to think as the buyers (marketing directors) so I can improve my meetings when I will understand how they are thinking better."
• "I am going to focus on how to apply the CZ (Client Comfort Zone) in my preparation for meetings."
• "I'm going to think about the C.L.O.S.E. Model (customer relationship hierarchy model). Good Presentation!"
• "Taking the time to think about the brands we represent or want to represent to maximize our input and develop long term partnerships."
• "The client is king and you should try to treat him as good as you can., e.g. don't wait till he comes up to you in need of a proposal but go up to him and offer him a great proposal to help him build up the brand."
• "Let your customers know what's happening in their own market by providing them with case studies" (ref: our success stories in their own categories.)
• "It is important to communicate with the clients, to understand them and their needs, then I can work for them."
• "Exactly how important "Brand" is. "
• "I found that 'Effective Sales' (ref: Client Comfort Zone -- delivering the brand in one to one key account relationships) slides were particularly helpful for me because I am new to sales. They gave (me) some guidelines to follow every time I deal with a client. Thank you very much, this was my favourite presentation all week."

For Booking Information, Contact Us:

Click Here to email: thecoach@theadvisoryteam.com © 2003, D. Wendal Attig, All Rights Reserved This website created and maintained by: