Marketing & Selling Strategies
March 6-9, 2012 | Chicago, Illinois
Registration is now closed.
Summary
Creating the right go-to-market strategy is the key to winning. The right go-to-market strategy identifies your potential clients and gives you an edge over of the competition. Marketing & Selling Strategies provides you with strategies, concepts and tools to achieve new heights. You will work in teams to take the concepts learned and apply them to create a winning, go-to-market strategy in a real-world situation. You will come away with hands-on strategy skills that will help you target and close more opportunities.
Marketing & Selling Strategies focuses on:
- Creating a go-to-market strategy that positions you to win work
- The importance of strategy in creating a best-of-class business development effort
- Analyzing your own business development efforts to find your company’s “crow bars” and “red flags”
- How to compete with tough contractors that insist on selling only on price
- Strategies that generate customer loyalty
- What is needed to take business development from concept to implementation
When senior leaders from across organizational disciplines come together to craft business development strategies, you see results in the customers you attract, win rates and how effectively you compete. Bring your top team to the session to create your own winning go-to-market strategy.
Download the Marketing & Selling Strategies 2011-12 brochure.
If you have any questions about the program or the topics we will cover, please contact the program director, Cynthia Paul at 303.398.7206.
Who Should Attend
This course is designed for Presidents; CEOs; vice presidents; heads of estimating, operations and pre-construction; executives responsible for business development and marketing.
Bring your top team to the session to create your own winning go-to-market strategy.
Benefits
Join us at the four-day seminar where you will learn:
- The mix of strategies needed to optimize company growth and profit
- How to find unmet or underdeveloped market needs
- Elements of creating a differentiated strategic advantage
- Use of touch points to uncover new opportunities and strategies to win work
- Use FMI’s Business Development Assessment to identify best-of-class practices in your firm
- Selling “up” the customer’s organization chart
- Creating clear “win” strategies to beat competitors at their own game
- How to find the real decision makers in your targeted customers
- How to pick the customers, market and geographies that help you win more work
- The tools you need to put together the winning business development strategy for your company
Business Development Services
FMI has created three courses based on proven processes that will improve your business development results, win more work and grow your profitability:
- Marketing & Selling Strategies
- Construction Selling Skills
- Winning Proposals
FMI’s experienced team can customize a solution specifically for you. With the tools that you will gain through one of these programs or through an engagement specifically designed for your company, you will create a strategic business development vision and a structured implementation plan to differentiate your company from the competition.
Contact Cynthia Paul at 303.398.7206 to determine which option fits your needs best and will make your team most effective.
Agenda
Program Times
| Day 1 8:00 a.m. to 5:00 p.m. *welcome reception following |
Day 2 8:00 a.m. to 5:00 p.m. |
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| Day 3 8:00 a.m. to 5:00 p.m. |
Day 4 8:00 a.m. to 1:30 p.m. |
Topics
Strategy Development
- Know the role strategy plays in achieving corporate vision
- Discover tools to evaluate strategic alternatives
- Understand winning strategy development — the right markets, clients and opportunities
- Learn what it takes to beat the best competitors
- Align marketing and selling activities to drive strategic goals
Visioning Your Direction
- Explore strategic elements to build an effective business development plan
- Discuss the role core competencies play in picking your market “white space”
- Understand how branding drives your get-work process
- Discover the tools to win more work with NEW customers
- Recognize value propositions that win work from the competition
Market Research and Competitive Analysis
- Discover tools that give you insight into the marketplace
- Understand market sizing and forecasting — get into the right niches
- Capture what customers really think
- Know the one number you need to know
- Investigate the competitive landscape and find ways to outmaneuver the competition
Evaluating Business Development Effectiveness
- Determine which marketing and selling elements drive you toward your vision and which are holding you back
- Integrate key elements of business development
- Learn strategies to warm up future customers to buy on value
- Keep existing customers loyal and coming back for more
- Evaluate your business development effectiveness
Attacking The Market — Building Your Go-to-Market Strategy
- Integrate corporate strategy in day-to-day selling efforts
- Create a fact-based, go-to-market plan
- Get the right people on the team
- Define the measurements and metrics to track progress
Getting From Concept to Results — Building Traction
- Use these tools to drive closing success
- Learn how to target high-potential customers
- Create the go/no-go process to guide your efforts
- Explore capture planning for key customers
- Build marketing tools for prospects and existing customers
Learn From The Best
Cynthia Paul, managing director and practice leader for business development, works with industry firms to position them to capture market share and grow profitably. She helps create the strategic vision to differentiate you from the competition and get you positioned to win the right opportunities. Her experience with helping clients convert strategic “concepts” into everyday reality allows her to bring a hands-on approach to the training experience. You will walk away with concrete techniques to convert classroom ideas into real-life competitive advantages for your firm. Read Cynthia's full bio here.
Randy Giggard, the managing director of FMI’s Research Services Group, has expertise in market sizing and modeling, competitive analysis, sales and market performance evaluations, buying practices and trends analysis. He is responsible for design, management and performance of primary and secondary market research. He leads economic analysis, modeling, construction market forecasting and database management. Randy brings real-life experience to building fact-based, go-to-market strategies that win markets and customers. Read Randy's full bio here.
Travel & Accommodations
Travel
When making flight arrangements, please plan to arrive the day before the start date as MSS begins at 8:00 a.m. the first day. Departure flights should be booked no earlier than 4:00 p.m. on the final day. If a departure flight is not available after 4:00 p.m. to your return destination, you have the option to stay at the hotel an additional night at your expense.
Hotel Information
A limited number of rooms have been set aside for attendees at the seminar hotel. Rooms are available on a first-come, first-served basis only. Please call the hotel directly to make your reservations, and refer to FMI Corporation when making your reservations. We urge you to reserve a room as soon as you plan to attend this event. Reservation due date is Monday, February 6, 2012.
The Hyatt Lodge at McDonald's Campus
2815 Jorie Boulevard
Oak Brook, IL 60521
T 630.568.1234
Visit the website
Alternate Hotels
Listed below are alternate hotels in the area. FMI has not blocked any rooms at these hotels given the fluctuation in room rates.
| Residence Inn Chicago Oak Brook 790 Jorie Boulevard Oak Brook, IL 60523 630.571.1200 |
Chicago Marriott Oak Brook 1401 West 22nd Street Oak Brook, IL 60523 630.573.8555 |
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| Renaissance Chicago Oak Brook Hotel 2100 Spring Road Oak Brook, IL 60523 630.573.2800 |
DoubleTree by Hilton Hotel Chicago - Oak Brook 1909 Spring Road Oak Brook, IL 60523 630.472.6000 |
Visitors Guide
Choose Chicago
Fees, Cancellation and Policies
Fees
The registration fee includes all workbook materials, program instruction, lunches, refreshment breaks and welcome reception. Other meals, lodging and hotel expenses are not included.
The registration fee for Marketing and Selling Strategies is as follows:
- $4,500 for the first attendee
- $3,500 for each additional attendee from the same company
Payment will be collected at time of registration.
Cancellation
If you would like to make any name changes or cancel participants, please email us at registrations@fminet.com. You will receive an email response once your request has been processed. If we receive your written cancellation at least five (5) business days before the program, we will refund your tuition. Otherwise, your tuition will be converted to a nonrefundable credit you may apply toward any FMI product or program for a full year.
Please note: If the event is canceled due to insufficient registrations, your registration fee will be refunded. However, FMI cannot be held accountable for nonrefundable airline tickets or other expenses related to your travel to the event.
For questions regarding FMI's Cancellation policy, please call 800.877.1364.
Attire
Dress for the program is business casual. Weather in Chicago varies. We recommend that you check the weather for the area prior to packing. Click here to see a 10-day forecast; just scroll down the page once linked.
Satisfaction Guarantee
After 55-plus years of helping the construction industry enhance performance, productivity, and profitability, we believe you will return home with the tools and information to make a difference in your work. If for any reason you are not satisfied, please inform us by calling 800.877.1364. We will refund your tuition or give you a credit to use at another FMI program.
Continuing Education Credits
You can earn up to 24 hours of continuing education credits by completing this program. A certificate of completion will be awarded to you at the conclusion of the program. You may use this certificate for self-reporting purposes to many state and local continuing education entities.
FMI Corporation is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN 37219-2417. Website: www.nasba.org.
Group Live | Advanced | No Advanced Preparation Required
