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