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  1. Digby Consultancy 0911

  2. Welcome to your Vacancy Creation Training 16 18 Digby Consultancy 0911

  3. 16-18 Mechanics • Signed in ? • Cloakrooms • Telephones/messages • Breaks/Refreshments • Car parking • Fire precautions • First aid • Health and safety • Course reviews-Action plans Digby Consultancy 0911

  4. Peter Kent • 5 years Construction • 3 years Heavy industry • 7 years Retail/industrial sales • 4 years Service sales • 18 years Recruitment industry • (operations & training) • 7th year Independent Training Consultant 16-18 Digby Consultancy 0911

  5. 16-18 Digby Consultancy 0911

  6. 16-18 Course Objectives By the end of the course you will have gained/refreshed your knowledge of; • Company Strategy, Aims and Objectives • Markets and Opportunities • How to research, plan and prepare vacancy creation sales calls to clients • Techniques used in questioning, selling benefits, handling objections and closing the call • Selling the benefits of a sales meeting to the prospective client • Role playing sales calls to prospective employers • Identified ways to enhance your opportunities of gaining appointments for your • Account Managers to sell 16-18 upon your return to the workplace Digby Consultancy 0911

  7. 16-18 Your Introductions Name Job role & responsibilities Centre Your learning objectives Digby Consultancy 0911

  8. Action Plans (Atthe end of the Course) 16-18 Did you gain what you wished to from today's event? Your main learning points from the day? Would you have changed anything? Any other questions or observations ? ‘Survey Monkey’ Digby Consultancy 0911

  9. Company Strategy 2011/13 Have you read it? Digby Consultancy 0911

  10. 16-18 Summary • An additional £655 million is to be spent on Apprenticeships, increasing the overall funding on Employer Responsive Apprenticeships to nearly £5 billion in 2011/12. • 16-18 Apprenticeships continue to be a national priority with • 1 million young people in NEET and Key Training’s focus has • doubled the number of 16/18 Starts during this year and aims • to double again in the next 24 months but including 19 year olds where circumstances demand. Digby Consultancy 0911

  11. 16-18 Objective • To double again the number of 16/19 year old Apprenticeship Starts • from just under 1,000 in 2010/11 to over 2,000 in 2012/13 • This will be achieved by increasing vacancies registered from 35 per week • to 60 per week and filling 70% of those vacancies. • In addition, employers on our CRM database need to increase from • 30,000 to100,000. • To minimise ‘6 week leavers’ to less than 10% by adapting the • ‘After Care Policy’ required for these youngsters in their first job. • To maintain our 80% completion rate. Digby Consultancy 0911

  12. The Market Ideal! We are coming out of recession and employers need another pair of hands to help them grow again-at minimum cost. The following quotes from surveys illustrate this point:- “Given the current economic climate, Apprenticeships help business on the route to recovery. Taking on a young, enthusiastic Apprentice will cost as little as £95 per week, with their training costs fully covered” …….National Apprenticeship Service “Apprentices deliver a very real return on investment for businesses. Commitment and loyalty are stronger, skills gaps are filled and staff moral improved” ……Warwick University Institute for Employment Research “Not only are Apprentices good for business on the inside but people prefer to buy from a company that supports young people by employing an Apprentice” …. You Gov “81% of businesses said their Apprentice helped to generate higher, overall productivity” ….. Populus Research “At the moment, only 14% of S.M.E’s know how to access Apprenticeship funding” ….. CBI/ EDI This is why we will be targeting employers with less than 1,000 staff. 16-18 Digby Consultancy 0911

  13. The Opportunity • There are no actual 16/18 Apprenticeship vacancies out there as no employer wakes up in the morning and says “I’m going to take on a 16/18 year old today!”. • It’s our job to put that thought in their mind and, with their help, create a new vacancy for a 16/18 year old with an Apprenticeship. • In the current year, we have created 35 vacancies per week and filled 55% of them – therefore, forecasting to find a permanent job for nearly1000 unemployed youngsters this year – something to be proud of! • This increase in vacancies has been generated by our investment in Telesales Executives which is ongoing as we aim, also, to increase our 16/18 teams where the market demands. 16-18 Digby Consultancy 0911

  14. The Opportunity • In addition, we have tailored our Apprenticeships to specific industries. • This followed our very successful campaign that launched ‘Apprenticeships for Recruitment Personnel’ which, in its pilot, will place nearly 100 youngsters in recruitment companies. • In turn, this has resulted in the stamp of approval from REC (the Recruitment and Employment Confederation) where we have been approved as their only business partner for delivering Apprenticeships to their members (over 4,000 branches awaiting our call!) • This has led to the development of more industry-tailored Apprenticeships in our offering : • Estate Agency • Insurance • Legal • Renewable energy • Call centres • Children and Young Peoples Workforce 16-18 Digby Consultancy 0911

  15. 16-18 • Our Aims: • To convince those who have a vacancy for an experienced adult • to take a 16/18 year old apprentice. • To convince those who don’t have vacancies that they should • take on a 16/18 year old apprentice. • To convince those who are laying off staff to • take on a 16/18 year old apprentice. • To convince employers who don’t have a budget, or think they can’t afford it • to take on a 16/18 year old apprentice. Digby Consultancy 0911

  16. 16-18 16-18Sales Structure 1) Research ,Plan, Prepare Client database/ markets Identify potential clients Identify client contact Send mail shots 2) Introduction/Reason for call Following up mailshots 3) Creating a vacancy Questioning and listening Why take on 16/18 Apprentices? (The features & benefits) Handling objections 6) Closing Gaining the Appointment OBJECTIVE: Getting an appointment for your Account Manager! Digby Consultancy 0911

  17. Automotive Banking Consumer Construction Education Fast Moving Consumer Goods Financial Food and Beverage Government-Local and National Healthcare Manufacturing Media Online Retail Technology Telecommunications Transport and Travel 16-18 Some other examples: Digby Consultancy 0911

  18. Research/Planning 16-18 Sourcing potential 16-18 Clients- How? Work experience Walkabouts Contact current Employers and Past Users Potential Hit List Speak to Assessors. Search Jobsites Monster, fish 4jobs ,, Connexions/JCP NAS Good news stories Local Business networking, Networking for Employers expanding Local newspapers Specialist magazines Trade magazines Internet Billboards TV/Radio Recruitment Agency/Local Company Networking Centre Open days Walkabouts Digby Consultancy 0911

  19. Mailshots 16-18 • The method: • Telephone 500 employers at a time. • Ask telephonist/ receptionist: • “Who shall I send details of government funded training to?” • Get correct spelling and title and send mailer together • with relevant Industry Apprentice Outline. • Do not send unless you have a named contact. • (Nationally organised campaigns the exception). • Each campaign can be sector specific (i.e. Solicitors, Public Sector etc) • or gradually work through BT directory ( • or local Yellow Pages which lists in industries. • For local authorities, councils, NHS etc, try • Q) When do we follow up the mailshot? Digby Consultancy 0911

  20. Research/Planning Who do we sell to? 16-18 Our Database 1 2 3 4 Digby Consultancy 0911

  21. Research/Planning (Product)16-18 Apprentices 16-18 Existing New Existing Market Penetration Product Development Selling more of the same Product/service to existing Employers Selling New Product/Service To existing employers (Market) Employers Market Development Diversification New Selling existing product/service To new/potential Employers Selling new product/service To new/potential Employers Ansoffs Matrix Digby Consultancy 0911

  22. Research/Planning 16-18 Group 1: Existing-Database Market Penetration-Product Development Group 2: Past-Database Market Penetration-Product Development Group 3: Identified Potential- Add to Database Market Development- Diversification Group 4: Unidentified Potential-Research Market Development-Diversification Digby Consultancy 0911

  23. Research/Planning 16-18 Preparation Objective Fall back objectives Introduction / Reason for call Questions Objections Digby Consultancy 0911

  24. What is selling? 16-18 • Finding out what people need and want • Analysing their needs and wants • Finding out their issues and offering the solutions • Showing them that we can give them what they need and want • Recommending our service • Persuading the Client that the proposition has value; the supplier is satisfactory-and NOW is the time to take action. • Building a solid business relationship based on trust-through rapport and friendship.

  25. Introduction 16-18 Introduction Any problems with “Gatekeepers”? Smile! Speak clearly Be Concise-Professional Use an introduction you’re happy with Only sell to the MAN (Money,Authority,Need) (who should be the person you sent the mailshot to!!) Digby Consultancy 0911

  26. Research/Planning 16-18 BuildingRapport What is Rapport? How do you know people are in rapport? Synchronisation of movement? Match your voice. Use key words.(be subtle!!) Don’t try to match the emotion of the person if they are stand-offish! Digby Consultancy 0911

  27. Introduction Reason for call/bridging statement 16-18 I recently sent you a mailshot…….. I understand that you are responsible for… I understand that you manufacture… I read your article… I noticed your advertisement Move into your first question… Digby Consultancy 0911

  28. Probing And Confirming 16-18 Questions Open Questions ? Closed Questions ? Start with the general questions first…then with your objective in mind focus your Client in with specific questions Listen to the Clients answers Keep going until you have uncovered the Clients needs Summarise Digby Consultancy 0911

  29. Questions 16-18 Background Questions How many vacancies do you have at the moment? How do you normally recruit ? How many people do you employ? How many of these are Apprentices? What skills do you require? What do you know about the current 16/18 Apprenticeship initiative? What is your understanding of funding available and what it means to you? Issue Questions What happens when: sickness/holidays /let downs? Peaks in work, lack of skilled staff etc.? heavy admin workload etc Headcount Freeze on? Budgets restricted? What needs doing in your company that you cant afford to do at the moment? Direct Impact Questions What effect does that have on: How does that affect: productivity, morale, profit How will that affect you when the “upturn” comes? time, quantity, quality, your customers? Your strategy, aims, goals and objectives? Your competitive edge? Solution Questions: So, if Key were able to…..Would? What would be your ideal solution… So if Key were able to provide someone through our work experience programme/Apprentice…..Would…….? Give Features and benefits Digby Consultancy 0911

  30. 16-18 Listening Try This Listening Exercise……… • Use open ended questions. • Don’t feed answers. • Don’t interrupt . • Use you Client’s response to determine what your next question will be. • Use closed questions to control. Digby Consultancy 0911

  31. 16-18 BREAK 10 minutes Digby Consultancy 0911

  32. 16-18 What do we sell? We Present: Features– the good things we can provide We Sell: Benefits – what they will gain from taking advantage of the features provided Digby Consultancy 0911

  33. Benefits 16-18 What’s in it for me (or my Organisation)? Saves mytime Savesmehassle Maintainsmyproductivity Cost effective -it gives mevalue formymoney Make benefits Personal to the Purchaser! Digby Consultancy 0911

  34. General Features of Keys Service 16-18 Established company Experienced provider Recruitment of learner/comprehensive learner search Pre -Selection Initial assessment/job analysis Organisation of training plan H&S/E Opps/ED briefing Support and guidance Workshops/day release Ongoing assessment Qualified assessors Individual/Bespoke Training Timed Reviews Dedicated “Hot line” Strong Relationship with Schools/Careers/ JCP Induction in Centre In-depth IAG Inspected by OFSTED Registration/Cert. Paperwork Celebratory Events Funded Training Key Customer Charter “Which means that………. This means………….” Exercise: What are the Benefits?

  35. Features/Benefits 16-18 Apprenticeships- More Features Available to existing employees(16-18) Comprehensive Learner Search. Specialised Recruitment Campaign Match and Selection Service. Bespoke Training Programme Government Funded. Employer Support Total Learner Support . Which means that………… ? Digby Consultancy 0911

  36. Why take on a 16-18 Apprentice? 16-18 • The Main Benefits: • Only have to pay min. £95 per week-as opposed to full salary • Less than half the minimum wage! (first 9-12 months) • An extra pair of hands at little cost • Well placed for the upturn at little cost • Gets around the headcount freeze • Fewer onerous rights of employment to deal with • Send them back if it doesn’t work out • Good for Clients PR/ social responsibility persona! (especially Public Sector) • “Try one and See”-Work Experience • No recruitment fees • FREE Training!............................................. Digby Consultancy 0911

  37. 16-18 Apprenticeships-Benefits from Case Studies ( from Business Case Studies Key Marketing and Recruitment (QM) B.T-Carrillion-Sheffield City Council) Positive return on Investment. Improved Productivity Higher Staff retention Higher quality of work Higher Staff motivation levels Higher Level of competence More potential for succession planning Contributes to shareholder value. Improves competitiveness. Improves: Safety. Loyalty. Reinforces Company Culture. Enhances Company Image. Enhances Customer experience Contribute to company growth Produce your own case studies and use as a sales tool! Digby Consultancy 0911

  38. 16-18 No Current Vacancies for 16-18 Apprentices ? Sell- “Work Experience!” Benefits Cost effective Maintains productivity Saves time Saves hassle Enhances Company image -in the local community -with the customer! Features; Try before you buy Free training Trained at Key to your spec! Cover holidays Cover peaks in workload Flexible labour Identify future talent/apprentices Eases admin burden Help make you money Help save you money Help you improve your customers experience! . 80% of those we have found work experience for end up permanently with that employer …………….. Digby Consultancy 0911

  39. 16-18 “Try one and see!” Of those learners we send on work experience – 80% turn into a permanent job offer! Also, 80% complete their Apprenticeship and majority stay with their employer if they complete their Apprenticeship there – even if they started as an intern on a temporary contract. And finally, remember, this is a FREE recruitment service coupled with FREE (Government funded) training. All they have to pay is, a one-off, £150 +VAT for Start/ Registration and a minimum of £2.50ph (£95pw) whilst on their Apprenticeship.( £2.60pph from 1st October 2011.) (less than half the minimum wage but many employers pay more when they have experienced the value these young learners bring to their organisation.) Digby Consultancy 0911

  40. 16-18 Buying Signals Questions Statements Verbal signs Body language Digby Consultancy 0911

  41. Summary of Needs 16-18 Why do we summarise? How do we summarise? When do we summarise? “So what we have agreed is…………..” “So what you are saying is……………..” “So what you are saying is if I were to…………” Check and clarify yours and the Clients understanding! Digby Consultancy 0911

  42. 16-18 Closing on the Appointment Alternative Close-The customer seems ready to buy in to the proposition of an appointment with an account manager and confirmation is gained by offering alternatives to choose from: “We can arrange our meeting for 10.00 hrs tomorrow or 1400 on Friday-which would suityou best”? If not acceptable:“How about Next week on Thursday at 15.00 or Monday the following week at 10.00? If not acceptable: “When would be the most convenient for you? When the appointment has been agreed inform the Employer of the Account Managers details and pass on details to the Account Manager. Inform the Employer that the Account manager will be sending an Agenda. Plus all other information gleaned and action agreed with the Employer If still not acceptable the Employer clearly has not been convinced of the value to them. Ask questions to find out why……….Handle the Objection! Digby Consultancy 0911

  43. 16-18 Lunch 45 minutes Lunch 30 minutes Digby Consultancy 0911

  44. 16-18 Handling Objections Types Techniques Formula Tips Exercise Digby Consultancy 0911

  45. 16-18 Types of Objections Invalid or false ( Irrelevant-but never ignored) Hidden (Vague-not specific) Genuine (Suitability/Capability/Cost) Digby Consultancy 0911

  46. Empathetic Responses 16-18 ‘So …………. is very important to you?’ • I understand what you are saying, however…(question) • I know what you mean , however…(question) • I can see why you feel that way ,however…(question) • You’re right, however…(question) • Fair enough….. It’s a valid point, however…..(question)

  47. Objections can be Sales opportunities From a customer’s point of view, a genuine objection could be: 16-18 A request for information We simply haven’t told the customer something he/she wants to know. A lack of understanding The information we have given has not been expressed clearly enough. A desire to defer The customer needs to consult someone else before committing himself. Not completely ‘sold’ We have not done our job convincingly, perhaps not sold the benefits strongly enough. A buying/closing signal The customer is close to saying ‘yes’ but needs a little more reassurance or help. If we can give a satisfactory answer, we may well be able to close the sale. Digby Consultancy 0911

  48. 16-18 Formula 1. Listen (don’t interrupt or talk over!!) 2. Acknowledge and check understanding ( empathetic responses, questioning and summary) 3. Answer (using benefits to outweigh the objection) 5. Verify (does this satisfy the query made?) 6. Close and/or continue Digby Consultancy 0911

  49. Formula 2…. “Change the Frame” 16-18 It’s not what I want What exactly do you want? I’ve got one already That’s good. How long have you had it? I have already spent my budget for this year I understand- So its time to plan for next year then? I am not interested I understand-What part of our offering could we change to give you the value you are looking for? I already have a reputable supplier Good: sometimes it is nice to have other options? Digby Consultancy 0911

  50. Objections Exercise: 16-18 In Groups 15 Mins A List of Objections on the next slide…………… Answer these objections…………… Digby Consultancy 0911