ReBranding APICS

1
Re-Branding APICS

• APICS Region 6 Meeting
• February 18, 2005
• Lisa M. Prats, CAE
• Director, Communications Division

2
What We Will Cover

• Market Research Executive Summary
• Strategic Imperatives
• Rebranding APICS
• Communications Pathways
• APICS Value Proposition
• Putting Rebranding Into Practice
• Selling the APICS Experience

3
Market ResearchExecutive Summary
4
APICS Strategic Priorities

• APICS products and services will be truly market
  and customer driven.
• APICS will have a rapid and agile product
  development process that results in creating and
  refining high quality products that are based on
  market and customer needs.
• APICS membership offerings will be redefined
  based on voice of the customer research to serve
  diverse needs and target potential customers
  worldwide.
• APICS will enhance delivery channels to
  facilitate a customer-driven approach to products
  and services.
• APICS will leverage the APICS brand and elevate
  the image, value, and recognition of APICS as the
  production and inventory management solutions
  provider worldwide.
• APICS will expand its presence outside of North
  America.
• APICS will be a dynamic organization with
  governance systems and processes in place to
  achieve its goals and move forward with its plan.

5
Multiphase Research
PHASE 1 QUALITATIVE
PHASE 1 QUALITATIVE
Qualitative exploration
Qualitative Exploration
Qualitative exploration
WirthlinWorldwide conducted two Advanced Strategy
Labs (ASL). One group consisted of the Top 31
APICS chapters based on revenue generated for
APICS. The second group was 17 current members,
former members, and nonmember customers.
I think this was an excellent format and
opportunity to share.
I really enjoyed this online focus group system.
It was also nice to know APICS wanted feedback.
Ill be logging onto APICS.org tomorrow. Thanks!
We have to get the results out to all chapters.
March/April 2004
May/June 2004
6
Multiphase Research
PHASE 2 QUANTITATIVE
PHASE 1 QUALITATIVE
Qualitative exploration
Quantitative Validation
Qualitative exploration

• Test messages
• Sample size
• 450 total interviews
• 300 members
• 150 customers
• 58 book 49 certification 43 educational events
• Fielding
• May 10 May 21

7
Multiphase Research
PHASE 3 STRATEGY DEVELOPMENT
PHASE 1 QUALITATIVE
Qualitative exploration
Communications Workshop
Qualitative exploration
Develop positioning and market messages Instruct
key communicators and leadership on how to use
the findings to better position APICS in the
market.
July 23, 2004
8
Follow-Up Study Nov-Jan
We expect that this study will help us
understand the extent to which APICS business is
constrained by the fact that. . .
They dont know APICS
The size of the market
They know who we are but do not understand what
we offer
Target audience for decision
They know who we are, understand what we
offer, but to them APICS is so yesterday
lay the groundwork for a deeper dive with
employers.
9
Market Penetration for APICS?
Ultimately, how relevant/how big a player is
APICS? Are we a small fish in a big pond or are
we a big fish in a small pond?
10
Multiphase Research
PHASE 1 Internal Review
PHASE 1 QUALITATIVE
Qualitative exploration
APICS Databases
Qualitative exploration
WirthlinWorldwide will work with APICS Society
staff to do full review of data base to determine
full list of APICS members, member companies and
customers. Looking to develop list of company
names, SIC/NAICS codes to identify industries
served
November 2004
11
Multiphase Research
PHASE 2 Harris Panel/SSI Panel
PHASE 1 QUALITATIVE
Qualitative exploration
Quantitative Exploration
Qualitative exploration

WirthlinWorldwide will utilize the Harris and SSI
Panels to conduct a short on-line survey. The
Harris and SSI Panel includes individuals who
work in the operations management and APICS
related fields. Sample size large enough to
conduct statistical analysis will be
required. We will develop a short series of
questions (6 to 8) that will ask about awareness
and relevance of APICS, BOK, competitive
organizations, membership (or not), level within
the industry (management, line worker, trainer,
other)
December 2004
12
Market Research

• What did we learn?

13
Value of APICS Membership
Extremely valuable
Not valuable at all
x
x
6.8 Chapter leaders
6.7 current members, former
members, nonmember customers
Membership in and of itself doesnt provide much
value to me in my job. The value comes from the
BOK and skills developed through APICS. (Chapter
Leader Rating 5)
Using a scale from 1 - 10 where '1' means not at
all valuable and '10' means extremely valuable,
how valuable is the APICS membership to you in
your job?
14
Personal Impact of APICS Membership Chapter
Leaders
Networking and education are the top benefits
according to chapter leaders.
For you personally, what does your membership in
APICS allow you to do better?
15
APICS Strengths Weaknesses Mixed Group
Training/Education improves me as an employee
and a person. It enables me to be more productive
at work improving our bottom line. That in turn
gives me more time at home with the family. All
of this gives you a sense of pride and confidence
in your work. You know that youve given your
best.

• Strengths
• Training
• Education
• Certification
• Weaknesses
• Lack of visibility
• Cost lack of value
• Chapters presence

I feel that I am missing out on some
opportunities because I am simply unaware of
them. I would feel more involved if I received
more information about the activities of the
organization.
16
Why APICS? From Top Chapters
ACCOMPLISHMENT AND PRIDE
Member
Personally has helped me to develop
professionally and move to the next level in my
field.
Personal Values
GIVES ME CONFIDENCE
More credibility when I talk to customer or
potential customer.
Emotional Consequences
HELPS GET THE JOB DONE
Allows me to operate the manufacturing floor
more efficiently.
Value Bridge
Benefits
EDUCATION, KNOWLEDGE, SKILLS
My membership in APICS allows me the opportunity
to continue my education, it gives me great
networking opportunities and enhance my
leadership skills.
Personal Relevance Bridge
Attributes
Issue Bridge
APICS
For you personally, what does your membership in
APICS allow you to do better?

17
Industry Favorability Current APICS Members and
Customers
Q Now I would like to ask you to think about a
number of organizations in the resource
management industry. For each, Id like you to
give me your impression of the organization using
a zero to one hundred scale. A zero indicates
Very Cold or Unfavorable impressions and a one
hundred indicates you have a Very Warm or
Favorable impression.
18
Value of Professional Certifications
Not at all valuable
Extremely valuable
7.7 Members
7.4 Customers
Mean Score
Q In your opinion, how valuable is a
professional certification to the advancement of
your career?
19
Value of Products and Services - Members
EXTREMELY VALUABLE
Two out of three (73) members have participated
in a local APICS meeting.
MEAN
NOT AT ALL VALUABLE
Q Below are a list of products and services that
members of APICS receive as part of their
membership. Please rate the value of each benefit
to you on a scale of 1 to 10 where 1 is Not at
all Valuable and 10 is Extremely Valuable?
20
Importance of Professional Associations in the
Mind of the Employer
6.5
CUSTOMERS
6.7
MEMBERS
Not at all important
Extremely important
1 2 3 4 5 6
7 8 9 10
Q In your opinion, how important are
professional associations in the mind of your
employer?
21
Employer Involvement Member
How much does your employer encourage involvement
in APICS organization?
Who pays for professional certifications?
Encourage (Net) 58
Not Encourage (Net) 41
How much does employer encourage you to achieve
an APICS certification?
71 employer pays all or part
Encourage (Net) 53
Not Encourage (Net) 46
Employers must be energized to encourage
participation and certification
22
Market Research

• Findings from Follow-Up Study on Market Awareness

23
Association Awareness
Which of the following professional membership
organizations and associations are you aware of?
Base 700 Respondents
Note 46 of Respondents were not aware of ANY
organization listed.
24
Association Membership
Which of the following professional membership
organizations and associations are you a member
of?
Note 88 of Respondents do not belong to ANY
organization listed.
Base 700 Respondents
25
Overall Favorability
On a scale of 1 to 100
Rating of 0 very cold or unfavorable
impression Rating of 50 feelings in middle, not
warm or cold Rating of 100 very warm or
favorable impression
Base Respondents who were aware for each
association
26
How Have You Become Aware of APICS?
Base Respondents Aware of APICS 83
27
Employer Sponsored Training Education Programs
Within the field of operations and supply chain
management, does your company pay for education
or certification, either all or in part?
Base 700 Respondents
28
Employer Involvement Comparison of 2004 member
study and Follow up study
Who pays for professional certifications?
63 of employers pay all or part
71 in earlier study
29
Value of APICS
How valuable is APICS information for
professionals in the operations and supply chain
management field?
Top Box (8-10)
30
Value of APICS Membership (from 2004 Member
Study)
Extremely valuable
Not valuable at all
x
x
6.8 Chapter leaders
6.7 current members, former
members, nonmember customers
6.7 overall rating in follow-up study
Using a scale from 1 - 10 where '1' means not at
all valuable and '10' means extremely valuable,
how valuable is the APICS membership to you in
your job?
31
Why did you rate APICS as you did?(Negative
Value 17)
Top 8 Reasons for Rating APICS Negatively
Base 150 Respondents who rated APICS 1-7 (Low)
32
Why did you rate APICS as you did?(Positive
Value 810)
Top 9 Reasons for Rating APICS Positively
Base 141 Respondents who rated APICS 8-10 (High)
33
APICS Products and Offerings Importance
Please rate how important each APICS offering is
to you
All Raters
Base 700 Respondents
34
APICS Offerings
Please rate how important each APICS offering is
to you
All Raters N700
APICS High Raters N307
35
Strategic Imperatives
36
Strategic Imperatives

• APICS favorability among members and customers
  far outstrips all other organizations. However,
  other competitive organizations have strong
  ratings.
• The body of knowledge is APICS core equity.
• Certification is a validation of the knowledge
  gained.

37
Strategic Imperatives

• All communication needs to be personally relevant
  to the audience -- WIIFM
• More on this point coming up.

38
Strategic Imperatives

• Rally employers.
• APICS must target employers as a key stakeholder.
  Members who feel their employer values APICS
  participation are much more likely to find the
  membership of value. Additionally, employers are
  a primary target audience and strategic partner
  for local chapter growth through the delivery of
  continuing education courses.

39
Strategic Imperatives

• APICS must find ways to make it easier for
  members to participate in education and
  certification programs and gain access to the
  body of knowledge
• Innovate
• Distance learning opportunities
• In-house customized training

40
Strategic Imperatives

• 6. APICS members crave soft skills and
  leadership training to improve the visibility on
  the job.
• Must increase awareness of APICS.
• Once aware, value of APICS is strong.

41
Strategic Imperatives

• 9. Key products and offerings drive potential
  value
• Leadership Training
• Workshops on Cutting-Edge Topics
• APICS Certifications
• APICS BOK
• These attributes are highlighted in new
  positioning.

42
Rebranding APICS
43
Our Direction

• Develop a brand initiative that will elevate
  the expectation of the APICS experience
• -- APICS Strategic Plan

44
By elevating the expectation, we mean...

• Addressing the whats in it for me? factor
• Communicating that APICS is competitive, timely
  offers a mutually beneficial relationship
• Positioning APICS to consistently and effectively
  increase penetration in all market segments
• -- APICS Strategic Plan

45
A New Brand Where Were Going

• Keeping the APICS name
• Honoring the organizations heritage, defining
  its leadership
• Offering a clear promise to the community

46
The Successful Brand...

• Is credible balances aspiration with reality
• Differentiates from competitors
• Connects on multiple levels factual, emotional
• Reflects customer beliefs, values
• Is elastic can grow with the organization

47
APICS Strategic Direction
Where must the brand take APICS?

• From
• Manufacturing
• Mid-management
• Employee focused
• North American
• Members

• To
• Manufacturing service
• Entry-level to C-suite
• Employee employer
• Global
• Everyone we impact/influence

48
APICS Strategic Plan

• Recurring themes market relevance,
  customer-driven, foster innovation, rapid
  agile, global
• APICS is the 1 provider of information and
  services
• APICS improves member/customer/enterprise
  business performance

49
APICS Brand Map
50
Our Direction

• Leverage APICS name, legacy
• Awareness levels
• BOK
• Audience Loyalty
• Re-assert leadership in the field
• Define who we are...in the broadest possible
  terms
• Create new growth opportunities
• Communicate the value of APICS
• To employee and employer alike

51
Brand Promise Leverage the APICS name?
Advocating
Innovation
Community
Professionalism
Competitive
Solutions
Productivity
Improvement
Achievement
Advancing
Certification
Success
Performance
Standard of Excellence
Career

• Opportunity to add new meaning to APICS and
  communicate value

52
Second Directive
Operations Management is key to the new APICS
brand

• A widely accepted and understood term but not a
  trend or fad
• Inclusive of both manufacturing and service
  business audience
• Links to mission statement
• Elastic room to grow as new areas evolve

53
Many Areas a Subset of Operations Management
Manufacturing
Operations Management
Service
54
Operations Management

• APICS
• Body
• of
• Knowledge

• Operations
• Management

55
Third Directive Communicate the Value

• Brand must assert the value of APICS...in terms
  that clearly resonate with audiences
• What they want, what they need, what they value
• Clear value to career, employee performance
• Emotional link pride, sense of achievement
• Communications Pathways

56
Summary of Directives

• Maintain APICS name
• Honor the heritage
• Focus on Operations Management
• Defining the field...in broad terms
• Use APICS name again in tag line...to communicate
  brand promise

57
New Name, Tag Line
58
APICS Communications Pathways
59
APICS Brand Architecture Model
Personal Values
Makes me proud (q22o)
Sense of accomplishment (q22j)
Peace of mind (q22k)
Financial security (q22l)
.29
.55
.24
.
.60
.22
Emotional Connection
. 34
.21
.34
Personal happiness (q22p)
Job security (q22m)
Gives me confidence (q22n)
.28
.51
.49
.29
.61
.34
.49
Benefit
.27
.21
Helps get job done (q22f)
Effective communication (q22i)
Shows my value (q22g)
Helps make money (q22h)
Certification marketable (q9a)
.
.33
.34
.20
.19
.25
.61
.27
.25
Attribute
Employer role
Education and knowledge
Good source of material
Trustworthy/ effective
Networking
60
Pathway 1Confidence Through Knowledge
Sense of accomplishment (q22j)
Makes me proud (q22o)
Peace of mind (q22k)
The combination of which contributes to
fulfilling psychological needs surrounding pride,
accomplishment, and peace of mind.
Gives me confidence (q22n)
Educational benefits enable respondents to
perform better at their job, which, in turn,
enhances their sense of confidence.
Helps get job done (q22f)
At the rational level, the body of knowledge and
APICS as the source of that information are
benefits rated as most important by both members
and customers.
Education and knowledge
Good Source of Material

• Continuing education
• Professionalism
• Source for comprehensive industry knowledge
• Professional certification
• Advocacy APICS performance and industry
  importance

The standardized parameters connecting each level
are similar to correlation coefficients in the
sense that they may range between -1 and 1. The
closer they are to 1, the stronger the
connection. All the structural paths are
statistically significant.
61
Pathway 2 Job Security through Employer
Endorsement
Financial security (q22l)
Ultimately, respondents who feel secure in their
job will also feel financial security.
Job security (q22m)
When employer support is evident, members feel
their APICS membership/certification is a
personal benefit to them as it shows value to
employer leading to a feeling that ones job is
secure.
Shows my value (q22g)
Employer role
Trustworthy/ effective
Members must feel that their employer values and
encourages participation in APICS events and
certification programs.

• Employer encourages me to get involved
• Employer encourages certification

• Trustworthy
• Effective
• Visionary
• Popular
• Innovative

62
Pathway 3Financial Security through Networking
Financial security (q22l)
Job security leads to the ultimate goal
financial security.
Job security (q22m)
Having the opportunity to work with and get to
know others in the industry facilitates the
members ability to do the job better and
interact with others who value the APICS
certification. Networking also leads to a sense
that members can make important connections for
the future, which might make them more money.
Each of these opportunities leads to a sense of
increased job security.
Certification marketable (q9a)
Helps make money (q22h)
Helps get job done (q22f)
Networking
APICS meetings and events enable members to make
important industry contacts.

• Networking opportunities APICS performance and
  Industry importance
• Career advice Industry importance
• Participated in local APICS meeting

The standardized parameters connecting each level
are similar to correlation coefficients in the
sense that they may range between -1 and 1. The
closer they are to 1, the stronger the
connection. All the structural paths are
statistically significant.
63
APICS Value Proposition
64
Value Proposition

• APICS is the global leader and premier source of
  the body of knowledge in operations management,
  including production, inventory, supply chain,
  materials management, purchasing, and logistics.
  Since 1957, individuals and companies have relied
  on APICS for its superior training,
  internationally recognized certifications,
  comprehensive resources, and worldwide network of
  accomplished industry professionals.
• The knowledge gained through APICS enables
  productivity improvement in the workplace and the
  achievement of competitive advantage in the
  marketplace
• Leading to enhanced self-confidence, job
  security, career advancement, and financial
  security
• Instilling confidence in employers that their
  employees are better prepared, more
  knowledgeable, more capable, more productive, and
  able to contribute to a successful bottom line
• Instilling confidence in individuals that they
  are contributing to organizational success
• Resulting in individuals experiencing a sense of
  accomplishment, pride, and peace of mind.

65
Understanding Linkages
Member/ Customer

• Understanding the linkages between levels is
  critical to crafting effective messages and
  programs.

Personal Values
Emotional Consequences
Value Bridge
Benefits
Personal Relevance Bridge
Attributes
Issue Bridge
APICS

66
Value Proposition - Annotated

• description APICS is the global leader and
  premier source of the body of knowledge in
  operations management, including production,
  inventory, supply chain, materials management,
  purchasing, and logistics. Since 1957,
  individuals and companies have relied on APICS
  for its superior training, internationally
  recognized certifications, comprehensive
  resources, and worldwide network of accomplished
  industry professionals.
• attribute The knowledge gained through APICS
  enables productivity improvement in the workplace
  and the achievement of competitive advantage in
  the marketplace
• benefitLeading to enhanced self-confidence,
  job security, career advancement, and financial
  security
• emotional consequence for employerInstilling
  confidence in employers that their employees are
  better prepared, more knowledgeable, more
  capable, more productive, and able to contribute
  to a successful bottom line
• emotional consequence for individualInstilling
  confidence in individuals that they are
  contributing to organizational success
• personal valueResulting in individuals
  experiencing a sense of accomplishment, pride,
  and peace of mind.

67
Putting Rebranding Into Practice
68
Branding Tool Kit

• Logos in different file formats
• Logo Usage Guidelines
• Web template
• PowerPoint Presentation
• Video
• Value Proposition
• Fact sheets
• FAQs
• Boilerplate
• Newsletter Article
• Press Release

69
Now that you have all of this stuff, what do
you do with it?
70
The Marketing Plan
71
Who is the APICS member?

• College educated
• 15 years in the industry
• Holds middle management position in inventory,
  materials, IS, purchasing, accounting/finance, or
  supply chain management
• APICS member for 8 years

72
Why APICS?

• Enhance career (77)
• Professional identity (70)
• Pursue certification (68)
• Upgrade management skills (62)
• Receive specialized education (53)
• Network with others (47)

73
What issues impact membership?

• Time constraintswork and family
• Company support
• Technology
• Products and services
• Competition

74
Why is membership declining?

• External factors
• Internal factors
• APICS organizational factors

75
Top 5 Reasons for Nonrenewal

• Dues too expensive (29)
• No longer in the field (28)
• Did not use benefits (26)
• Employer stopped paying my dues (17)
• APICS did not meet my needs (15)

76
Marketing Plan Elements

• Target audience
• Messaging
• Communications vehicles
• Budget and evaluation

77
1. Target AudiencePosition

• Senior Management
• Mid-level Manager
• Entry Level
• Former Members

78
1. Target AudienceArea of Responsibility

• Operations
• Planning/Scheduling
• Production Control
• Professional Services
• Purchasing
• Quality/Service
• Research and Development
• Sales/Marketing
• Supply Chain
• Shipping/Receiving
• Training/Education

• Distribution
• Engineering
• Finance/Accounting
• Forecasting
• Human Resources
• Inventory Control
• Logistics
• Management Information Systems
• Materials Management

79
1. Target AudienceIndustry Types

• Automotive
• Aviation/Aerospace
• Biotechnology
• Communications
• Defense
• Education
• Electrical
• Health Care/Medical Devices
• Food/Beverages
• Furniture
• Glass
• Graphic Arts

• Mining
• Transportation
• Retail
• Machinery
• Maintenance/Repair/Operations
• Metal Fabrication
• Pharmaceuticals/ Chemicals
• Plastics/Rubber
• Textile/Apparel
• Lumber/Paper
• Software/Hardware
• Utilities

80
2. Messaging

• Rational Level
• Attributes
• Functional benefits
• Emotional Level
• Personal values
• Emotional benefits
• Persuade by Reason Motivate through Emotion

81
3. Communications Vehicles

• Promotional brochures
• Flyers
• Chapter Newsletters
• Company Newsletters
• Postcards

• Web site
• E-mail blasts
• Company coordinators
• Personal contact
• PDMs
• Seminars and workshops

82
Public relations in the communications mix

• Press releases
• Business Journal
• Radio
• Public access cable TV
• Events

83
4. Budget and Evaluation
84
(No Transcript)
85
Group Exercise

• Create an ad that emphasizes the top reasons for
• Supporting APICS membership for your employees
• Obtaining your APICS CPIM certification
• Encouraging APICS CPIM certification for your
  employees

86
WIIFM The Power of Testimonials
87
(No Transcript)
88
(No Transcript)
89
(No Transcript)
90
(No Transcript)
91
I Am Productive

• Within our company, the warehouse inventory
  accuracy has improved to 99 thanks to the cycle
  counting and process controls we put into place.
  My APICS CPIM certification helped me to
  accomplish these goals. I also credit the
  certification and monthly PDMs I attend with
  providing me with the industry knowledge I needed
  for a promotion to warehouse manager.
• Pam Northup, CPIM
• Stulz-ATS Warehouse Manager

92
I Am Resourceful

• My APICS education has given me the confidence
  and knowledge to support our day-to-day
  operations. I was able to implement a
  computer-based cycle counting program that
  provides my internal customers with accurate and
  time sensitive information. I believe this action
  contributed to my recent promotion.
• Michele Holsinger, CPIM
• Stutz-ATS Information Systems

93
APICS Rock Valley Chapter

• APICS is here to help you solve the impossible
  and to promote change for you and your
  companyMany of us in the chapter have been able
  to credit some if not a great portion of our
  success to the knowledge we have gained from Rock
  Valley APICS. We would like to hear from some of
  the members who would be willing to share their
  story
• Keith M. Johnson, CPIM
• President
• APICS Rock Valley Chapter

94
Group Exercise

• Create an I Am APICS testimonial
• Member perspective
• Certification
• Employer

95
Selling the APICS Experience
96
Marketing vs. Sales
97
If they like you, and they believe in you, and
they trust you, and they have confidence in
youthen they MAY buy from you. Jeffrey
Gitomer Little Red Book of Selling
98

• People dont like to be sold

• but they love to buy!

99
Why They Dont Buy

• You get price objections.
• You have to send bids or proposals.
• They claim to be satisfied with their present
  supplier.
• No one will return your call.
• You are complaining that the economy is slow.

100
Why They Buy

• I like my sales rep.
• I understand what Im buying.
• I perceive a difference in the person and the
  company that I am buying from.
• I perceive a value in the product that I am
  purchasing.
• I believe my sales rep.
• I have confidence in my sales rep.
• I trust my sales rep.

101
Why They Buy

• I am comfortable with my sales rep.
• I feel that there is a fit of my needs and
  his/her product or service.
• The price seems fair, but its not necessarily
  the lowest.
• I perceive that this product or service will
  increase my productivity.
• I perceive that this product or service will
  increase my profit.

102
Why They Buy

• 12.5 I perceive that my salesperson is trying to
  help me build my business in order to earn his.
  My salesperson is a valuable resource to me.

103
Why They Buy

• Why do people buy from your chapter?
• Why dont they buy from your chapter?

104
Two Approaches to Sales

• Transaction-driven (hard sell)
• Tangible, Quantifiable ROI go to the store
• Specific, actionable offers
• 2. Relationship-driven (soft sell)
• Tougher to quantify
• Overall service
• Peter Berglund, CPIM
• APICS Twin Cities Chapter

105
Two Approaches to Sales

• APICS Transaction sale example(product,
  feature, benefit)
• Classes
• Seminar
• Sponsorship
• APICS Relationship sale example
• Membership
• PDMs
• Gateway sale
• Give em away to targeted prospects!

106
Selling APICS

• So, what exactly are we selling?
• A Certification?
• An Education?
• Networking?

107
Selling APICS

• Are we selling
• A social club membership
• or
• A business that sells educational products

108
Selling APICS

• Each one (i.e., a CLUB versus a Business that
  sells educational products) is operated
  differently
• Each has a different sales message, approach

109
Selling APICS

• How does your chapter measure success?
• By Membership numbers?
• By the amount of Cash in the bank?
• By Hours of education delivered?

110
Selling APICS

• Who is the customer?
• The Customer is the person who pays!
• Is this the employer?
• Or attendee?
• Each has a different selling message
• The boss may not want you to have ANY fun on
  company time/budget
• YOU dont want to go to events and be tortured by
  boredom (under the banner of education)!

111
Selling APICS

• Its not about how great we are (APICS)
• The boss needs to develop the employees
• The boss needs trade/professional groups because
  they have
• BOK (i.e., certifications, etc.)
• A way for employees to keep current (PDMs,
  seminars, etc.) in their RESPECITIVE fields
  (e.g., inventory management, materials
  management, etc.)
• Say to the boss APICS is what I need to stay
  current in my profession or This product
  transaction sale of class or seminar is great!

112
Selling APICS

• Always be trustworthy and credible
• Discover their point of view
• Offer solution/product in their terms
• Ask for the sale
• Follow Up/Follow Through

113
Selling APICS

• Always be trustworthy and credible
• Your image
• How you dress
• How you act
• Demonstrate your passion for APICS

114
Selling APICS

• Discover their point of view
• Ask questions to discover facts
• Ask compelling and engaging questions
• Listen
• Learn what they need
• Hear what they value

115
Selling APICS

• Offer solution/product in their terms
• Sell it in their terms
• Remember, they buy with emotion justify with
  logic
• Dont sell features, sell results
• Sell in terms that address their values
• Demonstrate how your solution solves their
  challenge

116
Selling APICS

• Ask for the sale
• Use testimonials
• Drive home the rewards, both emotionally and
  logically
• Be prepared to address the risks with the upside
  rewards
• Give away something, i.e., a free PDM or a
  quantity discount (send 3 charge for 2)

117
Selling APICS

• Follow Up/Follow Through
• Do what you say
• Treat them with TLC
• Continue to build the relationship

118
Selling APICS

• Why do customers leave?
• 6 logistics
• 11 didn't like product
• 17 went to competition
• 66 were treated indifferently
• Source American Marketing Association

119
Selling the APICS Experience

• Make every APICS event an EXPERIENCE

120
Selling the APICS Experience

• Make sure your product is OUTSTANDING
• Best speakers and topics
• Best instructors
• Best PDMs and events venue, food, A/V,
  handouts, give-aways
• PDMs are a great gateway to APICS. Give
  free passes to prospects.

121
Resources

• Volunteers Section of APICS Web site
• Jeffrey Gitomers Little Red Book of Selling
• www.gitomer.com
• The Experience Economy Work is Theatre Every
  Business a Stage by B. Joseph Pine II and James
  H. Gilmore
• www.customization.com

122
Resources

• Lisa M. Prats, CAE
• Director, Communications Division
• [phone]
• l_prats_at_apicshq.org

123
(No Transcript)