Digby Consultancy 0911

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• Welcome to your
• Vacancy Creation
• Training

16 18
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16-18
Mechanics

• Signed in ?
• Cloakrooms
• Telephones/messages
• Breaks/Refreshments
• Car parking
• Fire precautions
• First aid
• Health and safety
• Course reviews-Action plans

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• 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
www.digbyconsultancy.co.uk
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16-18
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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

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16-18
Your Introductions Name Job role
responsibilities Centre Your learning
objectives

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Action Plans (At the 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
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Company Strategy 2011/13 Have
you read it?
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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
  Trainings 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.

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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.

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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.Es know how to access
Apprenticeship funding .. CBI/ EDI This is why
we will be targeting employers with less than
1,000 staff.
16-18

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• The Opportunity
• There are no actual 16/18 Apprenticeship
  vacancies out there as no employer wakes up in
  the morning and says Im going to take on a
  16/18 year old today!.
• Its 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

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• 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

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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 dont 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 dont have a budget, or
  think they cant afford it
• to take on a 16/18 year old apprentice.

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16-18
16-18 Sales 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!

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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

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Research/Planning
Sourcing potential 16-18 Clients- How?
16-18
Work experience Walkabouts Contact
current Employers and Past Users Potential Hit
List Speak to Assessors. Search Jobsites
Monster, fish 4jobs , reed.co.uk,
Sector1.net job-centre-vacancies.co.uk.
jobseekers.direct.gov.uk Connexions/JCP NAS Good
news stories Local Business networking
events-B.N.I-Europe.com, Networking for
biz.com 4networking.biz Employers expanding Local
newspapers Specialist magazines Trade magazines
Internet Billboards TV/Radio Recruitment
Agency/Local Company Networking Centre Open
days Walkabouts
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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
  (www.telephonebook.bt.com)
• or local Yellow Pages which lists in industries.
• For local authorities, councils, NHS etc, try
  www.tagish.co.uk.
• Q) When do we follow up the mailshot?

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Research/Planning
Who do we sell to?
16-18

Our Database
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2
3
4
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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
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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
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Research/Planning
16-18
Preparation
Objective
Fall back objectives
Introduction / Reason for call
Questions
Objections
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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.

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Introduction
16-18
Introduction
Any problems with Gatekeepers?
Smile!
Speak clearly
Be Concise-Professional
Use an introduction youre happy with
Only sell to the MAN (Money,Authority,Need) (who
should be the person you sent the mailshot to!!)
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Research/Planning
16-18
Building Rapport
What is Rapport? How do you know people are in
rapport? Synchronisation of movement? Match
your voice. Use key words.(be subtle!!) Dont
try to match the emotion of the person if they
are stand-offish!
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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
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Probing And Confirming
16-18
Questions
Open Questions ? Closed Questions ?
Start with the general questions firstthen 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
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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
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16-18

Listening Try This Listening Exercise

• Use open ended questions.
• Dont feed answers.
• Dont interrupt .
• Use you Clients response to determine what
  your next question will be.
• Use closed questions to control.

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16-18
BREAK 10 minutes
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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
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Benefits
16-18
Whats in it for me (or my Organisation)?
Saves my time
Saves me hassle
Maintains my productivity
Cost effective -it gives me
value for my money
Make benefits Personal to the Purchaser!
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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 HS/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?
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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 ?
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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 doesnt work out
• Good for Clients PR/ social responsibility
  persona! (especially Public Sector)
• Try one and See-Work Experience

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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!
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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 ..
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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.)
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16-18
Buying Signals
Questions
Statements
Verbal signs
Body language
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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!
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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
suit you 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!
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16-18
Lunch 45 minutes
Lunch 30 minutes
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16-18
Handling Objections
Types
Techniques
Formula
Tips
Exercise
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16-18
Types of Objections
Invalid or false (
Irrelevant-but never ignored)
Hidden
(Vague-not specific)
Genuine
(Suitability/Capability/Cost)
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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)

• Youre right, however(question)
• Fair enough.. Its a valid point,
  however..(question)

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Objections can be Sales opportunities From a
customers point of view, a genuine objection
could be
16-18
A request for information We simply havent 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.
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16-18
Formula
1. Listen (dont 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
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Formula 2. Change the Frame
16-18
Its not what I want What exactly do you
want? Ive got one already Thats 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?
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Objections Exercise
16-18
In Groups
15 Mins
A List of Objections on the next slide
Answer these objections
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• Objections
• Too expensive
• Cant afford it
• No budget allocation for extra staffing
• Use colleges/another provider
• Happy with existing Provider
• Never been let down by existing provider
• What makes you better than (Competitor)
• Give me one good reason why I should use you
• Dont trust independent providers
• Had a bad experience
• Handle work experience internally
• In house training available
• Our work is too specialist
• We advertise
• Too much hassle training apprentices
• Our staff arent interested
• Learners never stay the course
• Takes too long to train/length of
  programme/assessing

16-18
Cost Competition In House Productivity
Time Hassle Staffing Culture
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16-18
Objections Tips
Never show fear
Dont sound apologetic
Stay calm and logical - unless its an
emotional objection- then show empathy
Sound confident and professional
Learn by experience
And remember.
Objections are sales opportunities!
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16-18
Role Plays
Vacancy Creation Telesales
Practice Each person to make a sales call to an
Employer of their choice. (as detailed
in pre-course info you were sent) Employer to
be a colleague or the trainer. Employer to be
realistic and to raise at least one objection
for the salesperson to handle. Salespersons
Objective Get an Appointment! Rules of
Observation-see handout. Observer Guidance-see
handout. Remember the Praise Sandwich!
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16-18
BREAK 15 minutes
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16-18
Role Plays
Vacancy Creation Telesales
Practice Each person to make a sales call to an
Employer of their choice. (as detailed
in pre-course info you were sent) Employer to
be a colleague or the trainer. Employer to be
realistic and to raise at least one objection
for the salesperson to handle. Salespersons
Objective Get an Appointment! Rules of
Observation-see handout. Observer Guidance-see
handout. Remember the Praise Sandwich!
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16-18
Evaluate your Performance
What are your companys expectations? What are
your expectations? What is your MLP? How
many Calls? How many Appointments/visits?
How many Sales? How many 16-18 vacancies
taken/filled ? Record your results.
Analyse your results Take the necessary
action! Be the Master of your own destiny!
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Action Plans (At the 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
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