Partnering for Business Success

TAFE NSW – Illawarra Institute

Presented byPatricia Healy and Jan

Wren

Introductions

This workshop will focus on the skills for analysing a business area, identifying strategies to develop products and services to meet the customers’ needs and networking and partnering to build the business.

Expected OutcomesAt the end of the workshop, you will be able

to:• Identify and evaluate new business

opportunities for NSW TAFE – Illawarra Institute linked to the overall goals of the organisation

• analyse current business and future trends in the marketplace

• develop a plan to refine products and service offerings to suit identified needs in the marketplace

• conduct market research and prepare a marketing plan

• identify and activate networking opportunities to develop partnerships and strategic alliances and implement a networking plan.

What are YOUR Expectations from this

Workshop?

Overview of the WorkshopSession 1:Identifying New Business

OpportunitiesSession 2: Shaping New

Products and ServicesSession 3: Marketing and

Market ResearchSession 4: Principles of

Successful Partnering and External Networking

Session 1:Identifying New Business Opportunities

Analysing your Current Business

“In the customer economy, loyal customers have become the most precious commodity. Today the hardest thing for a company to acquire is not investment capital, products, employees, or even a brand. It’s customer loyalty”.Patricia Seybold, The Customer Revolution, 2001

Who are Your Customer, Key Products and Services?

Page 7 & 8:

Thinking about your organisation and your Faculty, can you think of customers in some or all of the categories?

What are Your Key Products and Services?

Table Discussion Page 9

The “Buyers Journey” answers the question…

How do customers find you and buy from you?

The “Buyers Journey”

Untroubled and unaware

Acknowledge pain Problem or need

established Look at solutions Make selection May engage or

purchase Customer

The Key Stages in the “Buyers Journey”

A Cognitive Map of the “Buyers Journey”

CustomerMay engage or purchase

Make selection

Look at solutions

Acknowledge pain

Evaluate solutions

Problem or need established

Untroubled and unaware

Buying a Car

Buying a Car

The challenge now of course is to adapt the Buyer’s Journey thinking to your own products and services.

The 6 Key Concepts behind the Buyers Journey

1. Develop different marketing messages2. Know which stage your potential Buyers

have reached3. Individuals in the same organisation may be

at different stages4. Individuals start the Journey at different

times, travelling at different speeds5. You can’t skip steps6. If you don’t have anything to say, say

nothing

Activity Page 18: Your Buyers Journey

Current Touch Points and Future Approaches

Now ask yourself, for each stage of the Buyer’s Journey, what do we have or what do we do to help buyers move from one stage to the next?

DDesignesign

DDeliveryelivery

DDeveloping eveloping capabilitiescapabilities

Strategies for Becoming Market Oriented

Action PlanningPage 21:• In your group, identify

actions you need to take to research your customer market place further to fill in the gaps in your knowledge and understanding of needs.

• In your group, identify actions you need to take to become more pro-active in the “Buyer’s Journey”.

Session 2:Shaping New Products and Services

Identifying Customers and Stakeholders Needs

and IssuesCUSTOMER ANALYSIS

Customer Expectations:

Customer Expectations:

Customer Expectations:

Customer Expectations:

Customer Expectations:

Customer Expectations:

Customer Expectations:

ILLAWARRA INSTITUTE

Action Planning

List the actions you need to take following your review of the questions on page 24.

Identifying Future Trends – PESTLIED

AnalysisEconomical

SocialPolitical

Legal

Technical

Environmental

I nternational

Demographic

ORGANI SATI ON

Identifying Service and Product Options Page

29:• In your teams,

identify any key trends and opportunities that may emerge from the PESTLIED analysis.

• Now brainstorm product and service options that may align with the identified trends and opportunities.

Activity Page 30:

Create your own Illawarra Institute Product and Service Evaluation Framework based on your critical decision making criteria and evaluate your brainstorming options.

Session 3:Marketing and Market Research

What is Marketing?Activity• In your groups spend 5 minutes

writing out what you know or have heard about marketing.

• What marketing does the Illawarra Institute carry out that you know of?

What is Marketing?

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”

Philip Kotlerhttp://www.kotlermarketing.com

The “Marketing Mix”

Product Solution

Promotion

Information

Price Value

Placement

Access

Market ResearchActivity• What experience have you had in

any past organisations you have worked in of marketing or carrying out market research?

• What market research has been carried out for Illawarra Institute that you know of?

Market ResearchActivity• What data about your marketplace

do you have access to? What did it tell you?

• What data would be useful to gather to assist you to identify marketing opportunities?

Developing a Marketing Plan

Session 4:Principles of Successful Partnering and External Networking

Networking and Partnering?Networking is a life skill, and the

master networkers are basically those who believe in helping others whenever possible, linking potentially like-minded people together and looking for ways of helping people with no expectation of anything coming back to them in return.

Robyn Hendersonin Strategic Networking, 2007

Networking and Partnering?

A partner is a person who shares or takes part with another or others especially in a business.

Australian Oxford Dictionary

Networking to Develop Partnerships

Three laws on which networking is based are:

1.The Law of Reciprocity2.The Law of Abundance3.The Law of Giving without

Expectations

Two Important Factors to Remember About

Networking1.Who you know2.Most important:

Who wants to know you?

DiscussionWhy would anyone want to know you?

Activity Page 41:

• Identify examples of personal or business networking relationships you currently have within Illawarra Institute or externally.

• What benefits have you gained from these networking relationships?

• What gets in the way of being an effective networker?

Key Skills for Networking and Partnering

Activity Page 42:

What do you think are the key skills and attributes of successful networkers and business partners?

Fundamentals of a Networking Event

Preparation is the key.

How to Maximise our Results•Find out who’s coming•Be early•Look your best•Bring lots of business cards•Target who you want to meet•Have a 60 second response ready•Remember people’s names•Mingle without food, drink or smoking•Have fun and be interesting•Stand close to the entrance•Spend 2/3 time with new people•Find out about the other person first•Establish rapport – avoid selling•Keep notes on business cards

How to Make and Sustain a Great First Impression

•Eye contact•Handshakes•Being on show

Building Rapport and Relationships

Developing a 60 Second Introduction:

1.What we do2.Client example3.Results we achieve4.Transition

Creating Your Own Network Response

1. Answer key questions to gather content

2. Harvest the most powerful phrases from your answers

3. Arrange the material to form the speech

• Business type• Typical business

needs addressed

• Reference TAFE NSW – Illawarra Institute

• Results

Your Network Response

Example Network Response

Hi I am Patricia Healy. I like to think of myself as a business performance consultant. I typically work with organisations that have 50 -1,000 employees, helping them get the most out of their people, especially in these volatile times. I work for the TAFE Illawarra Instititute where for over 20 years we have been known for providing training solutions to improve the skills and performance of our clients.

Activity Page 49-50

Practice your Network Response with a partner.

Networking for Marketing

Activity

In your team, identify as many suitable networking groups to participate in as you can to identify and build business partnerships: • Internal Networking Groups• External networking Groups

Reading, Analysing and Responding Skills for Building

Successful PartnershipsReading Skills Analysing Skills Responding

Skills

What: What: What:

Focus on the other person

Clarify the other person’s needs

Demonstrate a personal commitment to meeting and exceeding the client’s needs

Why: Why: Why:

To build trust and rapport and begin to identify the other person’s needs

To understand the other person’s need and priorities

To build or regain client confidence and develop client loyalty

Reading, Analysing and Responding Skills for Building

Successful Partnerships Page 53: For each of the skills, give yourself a score.

After you have scored each of the skills, identify the three skills that you consider are your strongest and the three skills that you would most like to develop.

Activity Page 54:Working in Groups of 3 or 4

Follow the instructions on Page 54.

Identifying Customer Priorities

Identifying Customer Priorities

1. Identify “Care-Abouts”2. Ranking from most to least important3. What/How specifically?4. What/How specifically?5. Priority (A/B/C)6. For existing customers, satisfaction

(H/M/L)7. How does the way we operate prevent

you from being delighted?8. What are the best of the best doing to

serve you better?

Informal Strategic Alliances and Partnerships

Characteristics Needs they have?

Specific industry/ sector/type

Organisations you’d like to work with

Turnover, size, employee numbers

Other considerations

Ideal Customer or Partner Profile

Strategic Alliances and Partners

ActivityConsider who you might work with to help develop your business?

Strategic Alliances and PartnersDiscussion

• What actions or approaches do you think are critical to keep a business relationship productive?

• What actions or approaches are likely to negatively impact a business relationship?

Strategic Alliances and Partners

Remember the tools:

• The Buyer’s Journey

• Reading, Analysing and Responding Skills

• The Identifying Customer Priorities Questioning Sheet

Creating a Networking Plan

Now as an individual or group, develop a prioritised Networking Plan

Action Planning

• What actions do you intend to implement following this workshop?Action Measure of

SuccessTime frame