ASAE Annual2014 Selling Successfully in Europe
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ASAE Annual2014 Selling Successfully in Europe

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When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Hear about the sales and marketing strategy used, and how they tailored its courses to be ...

When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Hear about the sales and marketing strategy used, and how they tailored its courses to be more locally relevant to regional customers and members. Understand the connections, roles, and the impact the regional community had on the development of new products and services.

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  • 1. #ASAE14 Successfully Selling Education in Europe 11th of August 2014 2:00 PM - 3:00 PM
  • 2. #ASAE14 Jackie Oppenheim, ASME Director of Training & Development Murat Dogru, MCI Account Manager and ASME Community and Corporate relations Manager
  • 3. #ASAE14 • Who are we • Approach to expanding into Europe • Results • Lessons learned Outline:
  • 4. #ASAE14 About ASME  American Society of Mechanical Engineers  Professional association, founded in 1880  Multi-disciplinary engineering society  Over 130,000 members in 158 countries  Over 6.800 certified manufacturers  392 staff  Core activities:  Codes & Standards (incl: pressure technology, nuclear)  Certification (product, personnel)  Training & Development  Conferences/events  Publications
  • 5. #ASAE14 ASME Europe Office  European office at MCI Brussels since 2005  Services:  Customer care  Community support  Sales  Business Development  Events and conferences
  • 6. #ASAE14 ASME Training & Development  >10,000 individuals training annually  >50% reside outside of US  Delivery: face to face and eLearning  >300 courses  Deliver direct and through partner network  Topics include:  Boiler & Pressure Vessels  Piping & Pipelines  Welding & Brazing  Design  Nuclear
  • 7. #ASAE14 What have we done to develop our training business in Europe ?
  • 8. #ASAE14 European Product Development Strategy Research phase Product/ Program definition Sales and Marketing Execution Evaluation
  • 9. #ASAE14 Step 1: Research phase 1. Market insight:  Existing data collection T&D scan in US (interviews of US attendees, reasons of success, etc) 2. European market analysis:  Market scan  Competitors analysis  Understanding of Codes & Standards users in Europe  In-depth research on the specifities of each local market and identification of high potential opportunities
  • 10. #ASAE14 Step 1: Research phase 2. European market analysis:  Interviews Volunteers Stampholders Members KOLs 3. Results:  Lack of brand awareness  Seen as an American Association (not global)  Strong local education providers (competition)  Wrong communication tools and marketing materials  Finance issues  No proactive sales
  • 11. #ASAE14 Strengths - Brand (ASME delivering ASME education) - ASME-vetted instructors - Existing product Weaknesses - Less of an understanding of European market - Locally focused Sales & marketing tools - Website - No dedicated European business capacity - Little experience in outbound selling Opportunities - Use of ASME standards in EU - Need of European technical education - Correlation with other products - Cooperation with associations, volunteers Threats - Lack of awareness of ASME as training provider in EU - Perceived not as international but American society - Existence of local providers (competitors) I N T E R N A L E X T E R N A L Step 1: Research phase – SWOT analysis
  • 12. #ASAE14 Step 2: Product/Program definition  Need to create customised training courses for European market: Adequate course content Appropriate timing Lead with public courses in early years Selection of high potential cities European instructors European customer service Registration process Logistical and financial management from Brussels Listing of Unique Selling Points
  • 13. #ASAE14 Step 2: Product/Program definition  Unique Selling Points (USP):  First hand and unbiased technical training on ASME codes  ASME certificate of successful completion  Strong reputation of ASME as standards developer and product certification body – existing customer base  High level instructors (committee members involved in writing the codes)
  • 14. #ASAE14 Step 3: Marketing and Sales tools  Marketing:  Establishment of European marketing campaign • Layout (website) • Content • Tone of voice • Language  Cross-promotion between all ASME communication platforms  Correlation between trainings, products, events and community  Collaboration with local societies  Partnership with key European corporations
  • 15. #ASAE14 Step 3: Marketing and Sales tools  Sales: Creation of European Business Development database Creation of sales platform Pricing Identification of target markets Enlarged scope of outreach
  • 16. #ASAE14 Step 4: Execution  Establishment of a pilot program (Turin, May 2008)  Sales calls  E-blast  E-PURLs  Face-to-face meetings  Print/E-newsletter  Trade show presence
  • 17. #ASAE14 Step 5: Evaluation  Financial monitoring  Logistical costs  Net revenue  Expenses  Feedback from participants and instructors  Measurement and development of mid-term strategy  Results of Turin (2008): generated net profit  Planning for 2009: 3 sessions 2010: 4 sessions 2011: 5 sessions
  • 18. #ASAE14 T&D results 0 100 200 300 400 500 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Number of participants Engineers
  • 19. #ASAE14 T&D results  Public sessions:  Growing market - >30% CAGR over last 5 years  +1800 participants since 2008 (FY14: +400 students)  Minimum of 7 destinations (programs) per year  5 to 10 courses per program  Average of 55 students per program  In-Company sessions:  Average of 8 per year  Online sessions  Instructor-led courses
  • 20. #ASAE14 Lessons learned Focus initial offerings - Start small with your core competencies Continuous feedback - Keep adapting the offering according to local needs Strategic partnerships decision - Don’t need to partner with everyone Need investment in brand positioning - Need solid organizational support and investment There are always other opportunities!!!
  • 21. #ASAE14 Any question?
  • 22. #ASAE14 Contact us Jackie Oppenheim Director of Training and Development ASME OppenheimJ@asme.org +1 212-591-7526 Murat Dogru Business Development Manager MCI GROUP DogruM@asme.org +32 (0)2-743-4427