SELLING AND EXPLAININGYOUR TECHNOLOGY

14-16 MARCH 2018

Hotel Galaxy, Cracow, Poland

#ASTPProton18www.astp-proton.eu

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TABLE OF CONTENTS

WEDNESDAY 14 MARCH

THURSDAY 15 MARCH

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11-13

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ABOUT ASTP-PROTON

ASTP-Proton is the European association for professionals involved in knowledge transfer among universities and industry. As Europe’s leading knowledge transfer association, our focus is to improve the impact that public research has on the economy and society. As a learning community of professionals we support the professional development of our members and the wider community through an extensive timetable of courses, masterclasses, our annual conference and fall meeting. ASTP-Proton is always ready to deliver on-site training in the work place.

www.astp-proton.eu

ABOUT ASTP-PROTON

INTRODUCTION

COURSE INFORMATION

FORTHCOMING EVENTS

NOTES

SOCIAL PROGRAMME | WEDNESDAY | 14 MARCH

PROGRAMME

LOCAL INFORMATION10

FORTHCOMING EVENTS:

Annual Conference | 23-25 May 2018 | Liège, Belgium Technology Transfer in a Changing Environment

Training Courses | 19-21 September 2018 | Leiden, the NetherlandsFundamentals of Technology Transfer; Creating Successful Spin-outs; Organising Your KTO for Growth and Success

www.astp-proton.eu

FRIDAY 16 MARCH

MEET THE TRAINERS5

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WELCOME TO THE COURSE

Dear Participant,

Welcome to the ASTP-Proton’s course “Selling and Explaining your Technology“. Having access to exciting and promising new technologies is not enough in itself. Like every other product technology, it has to be sold and it is our job, as technology transfer professionals, to do exactly that. Of course selling a PlayStation 4 to a teenager, or their dad, is different from selling a novel vaccine against dengue virus to a pharma company. The basic principles, however, remain the same : “finding the right customer” and “convincing the customer” are equally important for the sellers of PlayStations and vaccine technologies. To persuade the customer, not only does the technology have to be convincing, we as sellers have to be convincing too. And what happens if situations get tricky? There are ways to handle that as well. To give you a toolbox on “how to sell your stuff”, the course is a mix of talks and exercises, some which include video training; dreaded by many, helpful to most, fun for all as past experiences have shown. Take this opportunity to discuss your selling skills with industry and negotiation experts and experience our video training sessions. We look forward to meeting you, working together, and mutually benefiting from all of our experiences here in Cracow over the next few days.

The Course Team

Martin RaditschINNOVECTIS GmbHGermanyCourse Director

MEET THE TRAINERS

Anja ZimmermanAscenion GmbHGermanyCourse Director

Tanja BenedictInnovationLab GmbH Germany

Marta CatarinoUniversity of Minho Portugal

Karl-Heinrich HahnFormer BASF SVP Central ResearchGermany

Robert MarshallRobert Marshall & Associates, UK

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THRURSDAY | 15 MARCH9.00 – 10.15

10.15 – 10.45

10.45 – 11.45

11.45 – 13.15

13.15 – 14.15

14.15 – 15.30

15.30 – 16.15

16.15 – 16.45

16.45 – 17.30

17.30 – 17.45

Convincing the CustomerOnce you have raised interest, it is on you to deliver convincing arguments, giving your counterpart the chance to sell your technology within their organisation.Robert Marshall

COFFEE BREAK

Presenting in Public: Non-verbal Communication - the good, the bad and the uglyWhen communicating your technology offer or business idea, what you say matters, but so does how you say it. In this session we will work on non-verbal cues, such as body language, tone, and how to look confident... even if you’re not.Marta Catarino, Director, TecMinho, University of Minho, Portugal

Sales Exercise and Pitch Training 1Group exercise based on your own technology with feedback from the group.Martin Raditsch and Anja Zimmermann

LUNCH

Power PitchA successful pitch depends on timing, concision, relevance and impact. In this session we will understand what are the main ingredients for pitching and how to make sure your audience is not only interested, but engaged.Marta Catarino

Sales Exercise and Pitch Training 2Group exercise based on your own technology with feedback from the group.Martin Raditsch and Anja Zimmermann

COFFEE BREAK

Sales Exercise and Pitch Training 2 continuedA group exercise based on your own technology with feedback from your fellow trainees.Martin Raditsch and Anja Zimmermann

Round up of Day 2Course Team

PROGRAMME

WEDNESDAY | 14 MARCH 20189.15 – 9.30

9.30 – 10.30

10.30 – 11.00

11.00 – 12.00

12.00 – 13.00

13.00 – 14.00

14.00 – 15.30

15.30 – 16.00

16.00 – 17.15

17.15 – 17.30

19.00

Course Introduction Course Team

Who to Sell to?Finding the right group of potential business partners between big industry, SME’s, start-ups, and brokers.Robert Marshall, Independent Training & Coaching Professional, Robert Marshall & Associates, UK

COFFEE BREAK

What and When to Sell?Definition of the product you want to sell depending on the technology readiness level as well as finding the right point in time for selling your product.Tanja Benedict, Head Legal Services, InnovationLab GmbH, Germany Martin Raditsch, CEO, Innovectis GmbH, Germany

Drafting a Technology OfferWhat are the essentials of a technology offer and how do they need to be designed to fit the specific media and distribution channels? Anja Zimmerman, Equity Management & Valuation, Ascenion GmbH, Germany

LUNCH

Drafting your own Technology Offer Drafting your own technology offer based on a technology you have brought with you. Boiler plates may ease your life. Martin Raditsch and Anja Zimmerman

COFFEE BREAK

Feedback on the Technology OffersIndividual feedback on the technology offers for different media.Martin Raditsch and Anja Zimmermann

Round up of Day 1Course Team

NETWORKING DINNER

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COURSE INFORMATION

SOCIAL PROGRAMME WEDNESDAY | 14 MARCH

ConnectedPlease hand in your business card at the registration desk before Friday afternoon. We will copy them on to one list and send it to you by e-mail after the training course.

Give FeedbackPlease fill out the evaluation form, which will be sent to you via e-mail or go to http://bit.ly/SECracow. If you choose to start the evaluation during the course, it will save your answers as long as you use the same device.

On Wednesday evening, your hosts welcome you to the restaurant Szara Kazimierz for the networking dinner. We will gather at the lobby of the hotel, and please wear comfortable shoes, as we leave on foot at 18:45. If you are not joining the dinner, we kindly ask you to inform us beforehand.

The dress code for the dinner is casual.

Location of the dinner: Szara Kazimierz

39 Szeroka StreetCracow

+48 124 291 219

9.00 – 11.00

11.00 - 11.30

11.30 – 13.00

13.00 – 13.15

13.15 – 14.15

FRIDAY | 16 MARCHAddressing your Customers’ NeedsHow to build and strengthen your customer’s network. What are the present and future needs of your industrial partners?Karl-Heinrich Hahn, Former BASF SVP Central Research, Germany

COFFEE BREAK

Sticky Situations: How to Confront Complicated SituationsThis session will give participants some tools to defuse uncomfortable situations, deal with aggressive customers, a sleepy audience and manage conflicts of interest.Marta Catarino

Wrap up Course Team

SANDWICH LUNCH

COURSE ENDS

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Recommended taxi companiesTaxi to and from airport: +48 122 580 258

Taxi in and around Cracow: +48 124 190 000

Tourist informationFor more information about the city of Cracow, please visit:

www.krakow-info.com.

If you have any further questions on the course logistics, ASTP-Proton, please do not hesitate to contact us on site or by phone.

On behalf of the board and the Professional Development Committee of ASTP-Proton we wish you a pleasant and fruitful stay!

The ASTP-Proton Team

LOCAL INFORMATION

Laura MacDonald General Manager, ASTP-Proton Tel: +31 615406660

Anuar ShafieiEvent Manager ASTP-ProtonTel: +31 615410777

Tamar EndemanEvent Assistant, ASTP-Proton

WHAT NEXT?Think about global accreditation as a Registered Technology Transfer Professional (RTTP)

Is this your first training course?Consider RTTP candidate status

www.attp.info

Planning your career development?Consider our Road to RTTP service

www.astp-proton.eu