Global Sales Strategies

Executive Education

Marketing, Sales and Communication Program

www.exed.esade.edu

Global Sales Strategies

Barcelona Madrid

for Ambitious European Firms

A Master Class, led byKENNETH P. MORSE

Selling Globally is EssentialImproving the effectiveness of the global sales team, and the overall speed of customer decision making is consistently cited by business experts as one of the highest priorities, year after year. In the current tough climate, every purchase by any prospective customer must be triple-justified at all levels of the client’s management. Therefore, having the best ROI-based sales approach and the best pricing model for your products or services is essential to shortening the sales cycle across borders and therefore to the survival and growth of your firm. This course can help ensure that you succeed in the face of global competition.

Global Sales Strategiesfor Ambitious European Firms

GLOBAL SALES STRATEGIES FOR AMBIT IOUS EUROPEAN F IRMS 3

SCOT MCRAE

COMMERCIAL DIRECTOR, TRACEALL LTD, GLASGOW, UK

“Very timely, focused and of great value for all of us as we develop our international sales strategy. A ‘must attend’ for all high growth technology-based B2B companies looking to scale globally.”

KENNETH P. MORSE

COURSE LEADER & INSTRUCTOR

“Sales results are clear, digital and brutal. They are easy to measure; there are no shades of gray. Either the sale was made - and the customer paid - or not.”

RENE LOOPER

TUMINDS.COM, INVERNESS, UK

“I would say this course is a must for every dynamic entrepreneur wanting to grow globally. The Global Sales Strategies workshop really made me think about the way forward for my global business, and Ken’s pearls of wisdom are still going through my head.”

JOERI POST

MANAGING DIRECTOR, DELLTATECH PTY LTD, ROTTERDAM, THE NETHERLAND

“The reason to attend a Ken Morse seminar is quite simple: he effectively explains how to make money with your products in the world market. For lots of us engineers, it is easy to create the most beautiful technologies, but we fail desperately when we try to sell them. Ken exactly pinpoints the essential key factors that are needed to have people want to buy your solution.”

BRIAN CLARK

CEO, WEBRAVEN PTY LTD, QUEENSLAND, AUSTRALIA

”I can frankly say the Global Sales Strategy Work-shop has had a measurable impact on our global sales revenue and predictability of our pipeline. Ken Morse is a ‘real world’ practitioner of what he teach-es and his stories and anecdotes are priceless. Our company has adopted his ideas and we regularly review the workbook provided at the workshop”.

RICARD HUGUET

FOUNDER & CEO, INVENIO, BARCELONA, SPAIN

“Ken has the power to convince everybody in the room that sales is as important as breathing. CEOs get hooked with his message and their companies get energized. This course is very high value!”

MIKE DENNEHY

CEO, V IS ION SOFTWARE, NEW ZEALAND

“Ken has spent a lot of years doing the exact same thing we’re all trying to do - taking firms global. A lot of brochures make the content sound good but fail to deliver - Ken delivers!”

JORGE CORTELL

CEO, KANTERON SYSTEMS SLU, SPAIN

“The CEO should be the top sales person, and I have been selling as a CEO for over 15 years. While I was optimistic that Ken’s Global Sales course at ESADE could be a valuable learning experience, I wasn’t ac-tually sure how much. To be frank, my expectations were significantly exceeded, and I have immediate-ly made changes in my company’s selling strategies.Quantifying the value proposition, mastering the sales process to all members of the jury, asking them to serve as proactive references: these and other val-uable lessons are paying off for us already.”

HOWARD ANDERSON

FOUNDER, YANKEE GROUP

“Everywhere in the world, the company with the best sales force usual ly wins, even if their competitors have better technology.”

GLOBAL SALES STRATEGIES FOR AMBITIOUS EUROPEAN FIRMS4


The course is designed to enable CEOs and their top sales executives to be more effective in establishing long term, de-pendable, predictable, profitable, refe-renceable, and mutually beneficial cus-tomer relationships.

The course is highly interactive, and fea-tures case studies of fast growing Euro-pean companies - both large and young - as well as “live” exercises with real time feedback.

Objectives

BÜLENT ÇELEBI

EXECUTIVE CHAIRMAN & CO-FOUNDER, A IR T IES , TURKEY

”AirTies sales and marketing team attended Ken’s workshop on strategic selling. The insights we learned about the type of customer we should target – “chal-lengers” versus “defenders” – significantly improved our performance. In the meantime, we have won ma-jor contracts at BSkyB in the UK, at France Telecom/Orange in France, and at Swisscom in Switzerland.”


• Intoday’stoughenvironment,yourcompanymustbe even more excellent at sales and customer acqui-sition.

• Sales isaScience,notanArt: effectivehighvaluesales techniques and customer relationship ma-nagement can be both learned and promulgated throughout the organization.

• Setting higher expectations for the sales and cus-tomer support team can actually be very motivating and will likely increase both customer and employee satisfaction and retention.

• Sincerecommitmenttosolvingcustomerproblemsis key. You must be passionately committed to deliveringsignificantvaluetocustomers:otherwiseyour company will not achieve its full potential.

• Longtermstrategiccustomerrelationshipscanpro-vide a key, dependable source of sustainable com-petitive advantage.

Key Takeaways

FRASER BROWN

MANAGING DIRECTOR, ULTRA GLOBAL LTD, U.K.

“The Global Sales Strategy course which I attended with my colleague in Madrid was great for us – it helps you focus and get your story straight. To get backing for your ideas – whether internally, externa-lly, or at home – you need a good pitch. Ken and the team at ESADE have designed a course that cuts through the theory and leverages Ken’s extensive real world insights. The pitching exercise took us ni-cely out of our comfort zone and gave us some prac-tical hints and tips which we have used successfully in our business ever since.”


XAVIER FUSTAGUERAS

VICE PRESIDENT PRESALES, NAGRA KUDELSKI, SWITZERLAND

“Sell, sell, sell… Ken Morse has selling in his DNA and you can feel it in every message he transmits.Having the best product is not a guarantee for suc-cess; every product needs to be sold, the value prop-osition needs to be properly delivered, and this is what the course is about.This course definitely changes the way sales people think.”

CarefullyselectedCEOsandtheirStrategicAccountExecutives:

• whoarecommittedtoimprovinglongtermcustomerrelationships by enhancing the value delivered, and

• whowriteacompellingapplicationexplainingwhythey want to attend, and how they will apply the lessons learned in their job or new venture, and

• whopreparethehomeworkontime,and

• whosubmitacompleteonlineregistrationformwithelectronic photo, full contact details, and motivation to attend, and

• whoobtainaconfirmationofregistrationpriortotheworkshop.

Participants

MARTIN HOMAN

DIRECTOR SALES OPERATIONS, FUJ ITSU TECHNOLOGY SOLUTIONS SALES SERVICES, SPAIN

“It is not enough to just lead a sales unit. Strategic management is a key factor in driving sales proces-ses in order to achieve consistent success, especially markets where our customers increasingly operate globally. ESADE’s Global Sales Strategies Master class was an enriching experience. It has given me a fresh perspective about strategy – Challengers vs. Defenders – and inspired me to drive value for Fujitsu throughout the organization. Successful selling requires not only skills in contro-lling the sales process and sales cycle but also am-bitious, motivated teams! An important component on the road to success is systematically establishing and expanding powerful sales teams. Thanks to this course, we have already made some great strides.”

BASAR AKPINAR

OWNER & CEO, P.I. WORKS,TURKEY

”Personally I would not have believed that the key strategies for a successful sales cycle could be taught. But I saw it myself, with the important mes-sages conveyed with understandable real world suc-cess stories. Ken and Laura have a unique ability to inspire and motivate us, and what I learned will be “sticky” for my entire professional life. I strongly re-commend this game-changing course to ambitious tech companies who seek to scale internationally. It is appropriate for every sales and engineering leaders. I have sent my entire management team to these workshops, led by Ken Morse.”


Syllabus

• Critical Accounts • Motivation

• ROI-based Value Justification Model• European Case Example

• Setting High Expectations throughout the Organization

• Building Passion, Clock Speed, Urgency and Work Methods

• Maximizing Results in the Last Month of the Quarter

• Listening to Customer Needs + Pains • Quantifying the Benefits • Communicating Value

• Entrepreneurs, Business Executives, Angel In-vestors, VCs

01 04

02 05

03 06

FRAMEWORK AND DEFINITION OF HIGH VALUE SALES, SALES MANAGEMENT, AND BUILDING PREDICTABLE, HIGH PERFORMANCE, STRATEGIC CUSTOMER RELATIONSHIPS

MANAGING A GLOBAL SALES ORGANIZATION IN TOUGH TIMES

QUANTIFYING THE VALUE PROPOSITION; PREPARING YOUR ELEVATOR PITCH

CREATING A SALES AND CUSTOMER-FOCUSED CULTURE IN YOUR COMPANY, AND WITH YOUR CUSTOMERS

FOCUSING ON CUSTOMER VALUE ELEVATOR SALES PITCH EXERCISE: COMMUNICATE YOUR VALUE PROPOSITION IN A LIVE, COMPETITIVE NETWORK


DAY 109:00 - 09:30 Welcome, Registration & Networking09:30 - 10:30 Framework and Definition of High

Value Sales, Sales Management, and Building Predictable Strategic Customer Relationships.

10:30 - 10:40 Break10:40 - 12:30 Case Example: Quantifying the

Customer Value Proposition.Definition of an Effective Elevator Sales Pitch.

12:30 - 14:00 Lunch14:00 - 14:30 Creating and Maintaining a Sales and

Customer focused Culture.14:30 - 15:30 Maintaining Customer Focus; Making

the Numbers.15:30 – 16:00 Break16:00 - 17:00 Managing a Global Sales Organization

in Tough Times: Critical Accounts, Compensation, Motivation, Q-to-Q Performance.

17:00 - 18:00 Prepare to communicate your Value Proposition to CEOs of Prospective Customers: Practice your Elevator Sales Pitch.

18:00 - 19:30 Live Graded Elevator Pitch Exercise with Top Executives and Potential Customers.

19:30 - 21:00 Networking Buffet Dinner

DAY 209:00 - 09:30 Welcome Coffee & Networking09:30 - 11:15 Examples of Winning Pitches &

Awards. Discussion of the “Spotfire” Case from Harvard Business School: how a Start-up Company in a small City in Sweden built their Global Sales Strategy: Lessons Learned.

11:15 - 11:30 Break11:30 - 12:30 Recruiting, Building, and Motivating a

World Class Sales Team.12:30 - 14:00 Lunch14:00 - 15:45 The Close: Completing the Sale.15:45 - 16:00 Wrap Up: Conclusions, and

Presentation of Certificates

JENNY S IMONSEN

MARKETING MANAGER, Q-FREE ASA, NORWAY

“The two day Global Sales Strategies course with Ken Morse at ESADE in Madrid answered many questions I had pondered over years! His advi-ce was very easy to comprehend and implement right away. The course held its promise and I was amazed how the tweaks he mentioned made such an instant difference when I am meeting old and new customers. The investment for the course was more than worth it.The elevator pitch and the real time feedback was a real motivator. I wish I had known someone like Ken was out there earlier, and I sincerely recommend the course to anyone interested in sales.”


Kenneth P. MorseVisiting Professor at ESADE Busi-nessSchool.SerialentrepreneurandAngel Investor. Chairman & CEO, EntrepreneurshipVenturesInc.

Ken has 35+ years of sales and sales management experience in Europe, Middle East, ChinaandJapan.UnderKen’sleadershipasManag-ingDirectorofAspenTechEMEA,histeamdelivered16 consecutive quarters of on-target performance, and grew revenue from strategic accounts by 600 - 900+ percent. Ken serves on the National Advi-sory Council on Innovation and Entrepreneurshipfor President Obama (Washington) which recently launched“StartupAmerica”and“JOBS Act”, among other initiatives. He is also a member of the Council onForeignRelations(NewYorkCity),TelefónicaDis-ruptiveCouncilandservesontheBoardsofAdvisorsof numerous young companies around the world. FoundingManagingDirector;MITEntrepreneurshipCenter(1996–2009).BachelorofScience,MIT;MBA,HarvardBusinessSchool.

Ken has taught this global sales strategies course in Europe for more than 10 years, including also in Medellín,Québec,Spain,Scotland,TheNetherlands,Romania, Norway, Turkey, among other locations as wellasinLebanon,Jordan,Syria,SaudiArabia,USA,Pakistan and New Zealand.

FACULTY

SIDSEL SÆTERØY

OWNER, UNDINE A/S, NORWAY

“I am a consultant, running my own company. I thought I knew how to do my sales, but then I par-ticipated in the Global Sales Strategies course led by Mr. Ken Morse. His extensive experience, his en-gaging way of lecturing, and his strategic mind are just excellent! He gave me so much inspiration and new ideas. Ken challenges you to present your value proposition well! He shows you the way, and how to walk it. What more can you ask for?”

PAU SOLER

STRATEGIC MARKETING MANAGER, HEWLETT-PACKARD, SPAIN

“Ken’s course is the Master Class on how to effec-tively and concisely deliver the value proposition to customers, managers, and large organizations: head, heart, gut, and wallet. Definitely, it has repre-sented a turning point in my career.”


BARCELONA EDITIONLocation ESADE Business School Executive Education Av. Esplugues, 92-96 08034 Barcelona. Spain Tel. +34 932 804 008

Dates 8 - 9 November 2013

FEES2,300 €1,990 € Per person for teams of 3 or more executives

from the same company 1,840 € Members of ESADE Alumni

The Tuition Fee includes:• CourseBook(includingallCaseStudies,ArticlesandPresen-tations).

• PhotoBookwithfullContactDetailsofallAttendeesforFutureNetworking.

• NetworkingReception,withSpecialInvitedGuests: -LeadersoftheEntrepreneurialandBusinessCommunity -ExecutivesoftheLocalInnovationEcosystem -BusinessAngelsandVentureCapitalists• LuncheonsandCoffeeBreaksduringthecoursedays.• Itdoesnotincludetravelexpenses.• Accommodation isnot included,butwecanoffer specialac-commodationpricesforESADEparticipantsinBarcelonaandMadrid.

FURTHER INFORMATIONBarcelona, Ursi Van der Herten [email protected] ESADE Business School Executive Education Av. Esplugues, 92-96. 08034 Barcelona. Spain

Tel. +34 932 804 008 - Tel. Dir +34 935 530 219 Mobile +34 638 424 586 Fax +34 932 048 105

Madrid, Natalia [email protected] Business SchoolExecutive EducationMateo Inurria, 25-27. 28036 Madrid. Spain

Tel. +34 913 597 714Mobile +34 676 562 382Fax +34 917 030 062

Pleasenote:program,faculty,datesandfeearesubjecttochange.ESADEBusiness School also reserves the right to reschedule or cancel this pro-gramifinitsviewthecircumstancesrequiredforitssuccessfulcompletiondonotapply.

Information and AdmissionRegistration Process Candidates must send a duly completed Admis sion Form. Applications may be presented and paid up to two weeks before the program star ting date. To ensure that places are available, candidates are advised to begin their admission process as early as possible.

Registeronline:www.esade.edu/globalsales

Cancellation Sometimesduetounforeseencircumstancesaregistration has to be postponed. To be entitled to full reimbursement of the total amount paid, cancellations must be notified in writing 15 days before the start of the program. Given the demand for this program and the work entailed in its preparation, if the cancellation is reported within the 15 days before the program starts, only 50% of the total amount paid can be returned. There is no right to reimbursement if cancel-lation takes place after the program has started.

MADRID EDITIONLocation ESADE Business School Executive Education Mateo Inurria, 25-27 28036 Madrid. Spain Tel. +34 913 597 714

Dates 22 - 23 May 2014

ALFONSO PASTOR ROUX

CEO AT IST - INFORMATION SOLUTIONS FOR TELEMEDICINE

“The Global Sales Master Class has certainly matched my expectations. To see Ken in action, and surrounded by so many like-minded executives, has helped me focus on the single most important as-pect of my business: sales. I certainly found Ken’s thought process logical, to the point and eminently practical: you can sense his global knowledge and experience. Clear and concise, the course triggered strategies, objectives and pathways that one tends to lose sight of in a day to day environment. I re-turned to the office with renewed ideas and energy.”


Campus MadridMateo Inurria, 25-2728036 MadridT. +34 913 597 714F. +34 917 030 062

Campus Barcelona · PedralbesAv. d’Esplugues, 92-9608034 Barcelona (Spain)T. +34 932 806 162F. +34 932 048 105

Campus Barcelona · Sant Cugat

Campus Buenos AiresGlobal Center Munich

www.esade.eduwww.esade.edu/exedfacebook.com/esadebstwitter.com/esade

Accurate at time of print. ESADE reserves

the right to modify the programme.

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Documents

Global Sales Strategies