About
To innovate and compete in the global and NZ marketplace, technical professionals moving up the career ladder need to complement their technical skills with business acumen. Engineers, scientists and technical specialists: experts in their fields. Senior roles include a significant component of client acquisition and retention as well as internal collaboration. The idea of relationship development and management can be daunting, especially as it requires a move into using essential skills many consider as ‘touchy feely’ - new ground for many people.
Technical professionals with relevant, practical business development and relationship-building skills can align their technical skills with broader organisational objectives. Strong communication skills are essential, as technical professionals must work with clients and with employees outside their departments, and explain their work to management.
The course aims to help you understand business relationship development and marketing and their importance; build business relationships both internally and externally with existing and new clients and colleagues; and improve your business acumen for the long term sustainability of your role. Case studies and practical exercises will be implemented throughout the course to ensure direct application in the workplace.
KEY LEARNING OUTCOMES:
- Understand key marketing tools, channels, concepts and the marketing mix
- Develop effective marketing plans to support relationship management objectives
- Plan for the future using relationship results with financial results
Outline
Overview: Find it, win it, do it and retain it
• Aligning individual responsibilities with organisational objectives
• Strategic and operational, interpersonal and personal
• Business fundamentals, rules and practices
Building the foundations
• Understanding Marketing, Business Development and Relationship Management
• Marketing terms explained:
- Brand
- Marketing plan
- Marketing mix
- How does marketing relate to you and your area of business
• Business development terms explained:
- Difference between a lead and an opportunity
- What is a pipeline
- How to grow a pipeline
- What is cross-selling
- How to engage in cross-selling
- Clients: Internal & External
- Relationship Management
• Foundations of successful business development
• It’s all about THEIR wants and needs – changing the way we think
Proposal management
• Opportunity tracking – the product of great relationship management
• Programming resources and monitoring bid preparation
• The importance of a proposal document – and how not to waste time and money!
• Writing a winning proposal
• Metrics – are we wasting our time putting out proposals?
• Maximising new client acquisition – how can relationship management transform our proposal management?
Client relationship management
• Communication: how and when?
• Managing client’s perception of service quality needs
• Tools and techniques for interacting with clients
• Building a client relationship plan
• Tracking client relationship management
Practical exercise based on real-life participant cases
Identifying new business opportunities: the technical side
• Staying on top of new industry developments and technology
• Industry bodies, awards and events
• External factors: Politics, the environment, global and national issues, available resources
• Internal factors: Company strategy, re-structures, personnel changes
• Cross-selling and internal communication
People management skills
• Leading and managing Teams
• Managing upwards
Identifying new business opportunities: the soft side
• Putting your relationships to work: growing clients and finding new ones
• See and be seen: getting out there (but where?)
• Making presentations
• The non-meeting meeting
• Playing the host: the benefits of seminars, functions and corporate hospitality – and how to get results
Networking masterclass: Networking is NOT a dirty word
Metrics
• How do we know what is working
• Measuring success
• Reporting to management: stats and data
• Using financial results with relationship results to plan for the future
Facilitator
Bourby Webster
Bourby has worked in London, Sydney and Perth, gaining considerable experience in marketing, business development and strategy, collateral and brand development, relationship management and both internal and external communications.
Bourby was the national Head of Business Development and Marketing at MWH Global and while at Sustainability Pty Ltd, she created their marketing strategy, internal communications policies, and new business identification and
attraction in Australia and Asia, China in particular. She oversaw a complete redevelopment of Sustainability’s corporate brand involving high-level internal communications to ensure staff were engaged in the process and took ownership of the new brand.
Bourby currently runs workshops nationally for clients on developing marketing and business development capability, as well as lectures at the Western Australian Academy of Performing Arts in business skills and has extensive experience in coaching and motivating individuals and teams.
Bourby has a BA Hons Music (Oxford University, UK), a postgraduate Diploma of Performance (Royal College of Music, London) a certificate in Advanced Management and an MBA (University of Western Australia).
In-house Training
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