Strategic Selling Approaches for Contract Training

Kathy M. Walton, Ph.D.Executive Director, Corporate Training SolutionsAustin Community College

kwalton@austincc.edu512.223.7213

Agenda• College Context• Staff Structure• Organization• Marketing Support• Accountability & Results

Corporate Training Solutions• Austin Community College

– Austin area: 1.7 M population– ~45,000 credit students; 30,000 non-credit– 8 county service area

• Connect with Community– Identify industry learning needs and

connect to educational solutions• College Expectations

– Revenue & Profitability Goals– Administrative Assistance

• FY11 revenue > $1 M

CTS Services

• Quality Instruction & Development• Partnerships with Curriculum Providers • Format/ Online Training• Limited Open Enrollment• Assessment & Customization

• Industry Expertise & Credibility• ACC Faculty• Community SMEs• Consultants

• ACC or On-site Facilities

• Value, Seamless Service, Flexibility

• Grant Funding

• Sales People vs Educators • Nature of the Roles• Motivators

Staff Structure• Provide

Leadership & Vision

• Work with internal & external ccommunities

• Manage Resources

• Write Grants• Monitor

Accountability• Educator,

business bbackground

• Sales Background• Experience &Training• Entrepreneurs• Research Programs• Manage Contracts• Quota: $300,000/year

• Grant Development & Implementation

• Research Programs• Manage Contracts• Detailed/Analytical• Quota: $300,000/year

• Manage Course Registration

• Work with Instructors• Order Curriculum,

Supplies, etc• Manage Invoicing &

Payroll• Friendly & Meticulous

Executive

Director

Sales Executives

Grant Coordinators

Support Staff

Sales Organization: Industry Clusters

•Advanced Technologies & Manufacturing•Semiconductor Industries•Transportation•Hotel/Hospitality

•Government Agencies•Healthcare•Education•Entertainment/Music•IT

•Energy•Telecommunications•Food/Retailing•International Programs•Finance

Consulting Approach

Proposal Driven

Cost + Pricing

Responsive

Marketing • Networking/Relationships

• ACC/Dean Industry Visits• Participation/Referrals from:• Chambers of Commerce• Workforce Solutions• Texas Workforce Commission

• Unified Marketing Collateral w/ Industry Look

• Website• Program Information• Trade Show Display• PPT template• Portfolios• Brochures• Fact Sheets• Media

• Leads

• Economic Development Councils

• City/County Government

• Businesses & Clients

Accountability & Results

Sept Oct Nov Dec Jan Feb Mar Apr MayJune July Aug

-20000

0

20000

40000

60000

80000

100000

120000

TomMarieJamesVickiConnieDeborah

Top Revenue Generator:Tom!!! @ $55,873

Total August Sales: $82,948.04Accumulative Sales: $1,014,372.60

Current Status:

66.36% of monthly Goal112.7% of annual ACC Goal (100% of time)

Sept

Nov Jan

Mar

May Ju

ly$0

$50,000

$100,000

$150,000

$200,000

$250,000

2008 Sales2009 Sales2010 Sales2011 SalesGoal

Goal

144%

41.2%

67%

20.3%

66.7%

CTS FY2011 Goals:

Monthly Team: $125,000

Monthly Ind: $25,000

ACC Annual Goal: $900,000

• Goals & Tracking• “7 Digit Dash + 1”

• For FY2012: Monthly Goal: $84,000; Individual Goal: $17,000

• All Revenue Generators held Equally Accountable• Results Reported at Monthly Staff Meeting

• Recognition• Top Monthly Revenue Generator Receives “Day off”• Quarterly Bonus for Reaching Quarter Quota• Annual Top Revenue Generator Receives Plaque• Annual Luncheon if Annual Goal is Obtained

• Pro’s & Con’s of Model• Business Model as “Work in Progress”• Topic Expertise & Build Resources• “Fuzzy” Industries• Geographically Challenging

Accountability & Results

Conclusion• College Context• Staff Structure• Organization• Marketing Support• Accountability & Results

Corporate Training Solutions

Q & A

Strategic Selling Approaches for Contract Training

Kathy M. Walton, Ph.D.Executive Director, Corporate Training SolutionsAustin Community College

kwalton@austincc.edu512.223.7213