19 September 2019: (SKF, Stoneywood Park, Dyce, Aberdeen  AB21 7DZ) :  9.00 am – 1.00 pm BST

     Topics:  1. Defining Success through Clarity, Consistency and Community.  2. The whole is greater than the sum of its parts: How can sales/BD and marketing work in sync to drive business?  3. How a 112 year old traditional industrial company is using new technology and digitalisation to drive sales and market activities.  4. Four Selling Mindsets : How do our customers want us to sell to them.  5. Maintaining consistently high sales levels win, lose or draw

Target Audience:  All APS Membership Levels

AGENDA

9:00 Registration
9:30 Welcome from the APS – Graham Smith
9:40 Schlumberger Eureka Professional Careers (SEPC): Defining Success through Clarity, Consistency and Community
Erwins Castillo: Sales Lead, Schlumberger Drilling & Measurements
10:05 The whole is greater than the sum of its parts: How can sales/BD and marketing work in sync to drive business?
Victoria Withy (MCIM), Director, The Clique Consultancy
10:30 Coffee break and networking
10:50 How a 112 year old traditional industrial company is using new technology and digitalisation to drive sales and market activities
Erik Nelander, President Industrial Sales Europe, Middle East & Africa, SKF
11:15 Four Selling Mindsets : How do our customers want us to sell to them
Philip Squire: CEO, Consalia
11:40 Maintaining consistently high sales levels win, lose or draw
Anna Mackenzie: Commercial Manager, Aberdeen Football Club
12:05 Group discussion and overview
12:20 Lunch
13:00 Close

Schlumberger Eureka Professional Careers (SEPC): Defining Success through Clarity, Consistency and Community
Presented by Erwins Castillo: Sales Lead, Schlumberger Drilling & Measurements

Schlumberger would like to present their very successful Schlumberger Eureka Professional Careers (SEPC) program, launched last year to bring a clear and structured approach to the promotion criteria and process for Sales Professionals. This program supports those individuals who want to build a career in the Sales & Commercial function. There are three pillars in the promotion evaluation process:

  • Qualifications: Meets the job qualifications in terms of job requirements and experience
  • Competencies: Demonstrates the competencies in the five areas required for promotion to the next level (Technical Understanding; Solutions Experience; Commercial Acumen; Mentoring & Coaching; Company, Client & Industry Recognition)
  • Results: Achieves business results as listed on the yearly performance appraisal

Schlumberger and APS are currently working on a bridging process for SEPC to be validated as a formal APS Sales Certification for external recognition.

Key takeaways:

  • The components of a successful recognition and promotion program for Sales Professionals, the Schlumberger Eureka Professional Careers (SEPC).
  • The benefits of implementing a program like SEPC for an Organization’s Sales Professionals and its impact in the success of the Organization as a whole.
  • SEPC and APS: Getting external recognition.

About the presenter:  Erwins Castillo
Erwins Castillo (Sales Lead for Schlumberger Drilling & Measurements) is a proud Venezuelan, lover of music, sports and movies, with 14 years of oil and gas industry experience in Venezuela, Norway and the UK in Operations, Service Quality, HR and Sales.

The whole is greater than the sum of its parts: How can sales/BD and marketing work in sync to drive business?
Presented by Victoria Withy (MCIM), Director, The Clique Consultancy

Business development, sales and marketing activity (and teams!) SHOULD work hand-in-hand. And when they are in sync, your business SHOULD see increases in profitability, repeat business and success. For this to happen, each team needs to support and work in sync to achieve the best outcome for both the company and client. But this often isn’t the case.

What’s the difference? : While all are responsible for growing the company’s business, they have separate roles in achieving the same goal. However, a lack of integration between the teams can result in wasted efforts and lost opportunities for the company.

Why the disconnect? : For many companies, it’s just the way they’ve been operating for years. There aren’t real processes or intentional opportunities for getting the departments to communicate. And they might not even realise how important it is nor have a proper understanding of what the others do!

How to get in sync and drive business together! To grow business in a sustainable way, attract the right customers to become loyal brand advocates and ambassadors, then you all need to be focused on the same goal – working together to attract clients who will truly benefit from your services or products – and this is where a strategic marketing plan focusing on the sales funnel is key!

About the presenter:  Victoria Withy
Victoria is from New Zealand with the typical Kiwi ‘give-it-a-go’ attitude. She has over 25 years marketing, event management and communications experience over a variety of sectors. She has both in-house (large and small businesses, as well as event venue and association management) and agency (marketing and professional conference organiser) experience and has run her own publishing business since 2007. Victoria’s passion is working with businesses to develop strategic marketing plans which are part of the business’s overall strategy and drive sales and results. Victoria is a motivational, inclusive leader who aims to inspire and empower, as well as develop, people and teams.

Victoria owns and runs Raring2go! – the only dedicated family magazine in Aberdeen/Aberdeenshire, provides strategic marketing consultancy to Elevator’s Business Boot programme clients, is sales and marketing manger at the European Society of Endocrinology and is Chair of the Inverurie Business Association.

How a 112 year old traditional industrial company is using new technology and digitalisation to drive sales and market activities
Presented by Erik Nelander, President Industrial Sales Europe, Middle East & Africa, SKF

Since Sven Wingquist invented the world’s first self aligning ball bearing in 1907, SKF has a unique understanding of rotating equipment and how machine components and industrial processes are interrelated. SKF provide a wide range of products and related technologies to OEM and aftermarket customers around the world, in every major industry. Our customers want reduced friction, machines that run faster, longer, cleaner and more safely. We achieve this by combining hands-on experience in over 40 industries with our knowledge across the SKF technology platforms: bearings and units, seals, services and lubrication systems.  SKF partners with customers who want to solve specific rotating equipment problems, increase plant and equipment performance, or improve overall maintenance strategy and efficiency. SKF help customers get the performance from rotating equipment, by identifying key areas for maximizing savings and improvements, and giving access to the latest connected technologies and services without the need for large capital investment. With different service levels to choose from, you can either maintain a product-based purchasing approach while seeing the benefits of improved performance, or evolve to a performance-based approach and remove many of the risks.

Key takeaways:

  • What does Digitalisation mean for a traditional industrial company.
  • How SKF has challenged the Sales organization.
  • The reaction of SKF’s Customers in the Industrial Market to new technology and digitalisation.

About the presenter:  Erik Nelander
Erik Nelander, President Industrial Sales Europe, Middle East & Africa graduated in 1988 with an MBA from the school of Business, Economics and Law at the University of Gothenberg. Since then he has worked in a variety of roles, positions and countries for SKF. Having experienced > 25% of SKF’s history he is in a unique position to understand how change, new technology and digitalization will affect SKF’s customers across EMEA.

Four Selling Mindsets : How do our customers want us to sell to them
Presented by Philip Squire: CEO, Consalia

Insights into a global  research project on how customers want to be sold to has identified four key ‘mindsets’ that customers look for yet has also identified that less 10% of sales people ‘live’ these mindsets. This session explores why this is the case.  Videos of multi-disciplinary customer interviews are used to highlight what customers seek of sales people and where they are frustrated.  Examples are used to demonstrate the mindsets in action based on live deals won. The session concludes with the sales leadership perspective required to develop a sales culture that encourages the four mindsets to flourish focusing in particular on sales systems and coaching.

Key takeaways:

  • Clarity on what customers like and dislike about sales practices
  • A framework for rethinking the values that underpin the winning sales mindsets
  • A leadership perspective on how to create the customer-centric sales culture

About the presenter:  Philip Squire
Phil is the CEO and founder of Consalia. Phil started his career working within the banking and financial services sector for Hong Kong and Shanghai Group (HSBC), and later with the Mercuri Institute.  Over 20 years Philip has provided consulting and training support to a wide range of leading brands such as SKF, Toshiba, Sharp, Tetra Pak, Hewlett Packard, Zurich Financial Services, Royal Caribbean, Mott Macdonald and many others

Maintaining consistently high sales levels win, lose or draw
Presented by Anna Mackenzie: Commercial Manager, Aberdeen Football Club

At Aberdeen Football Club we have the eyes of 100,000 football fans on us, each one with a valid opinion on the decisions we make as a club; this could be anything from player signings to the colour of the new goalkeeping away strip.  The ‘’brand’’ of Aberdeen Football Club is personal and means different things to each fan.  The sales team at Pittodrie have learned to understand this passion, for which a thick skin is often required, showing empathy and sensitivity while representing the key values of our brand.  It is hugely important for Aberdeen FC to recruit the right personality types, particularly in sales where we travel much further afield than the city of Aberdeen representing the club.  Regardless of what happens on the park, the sales team need to sell the soul spirit and tradition associated with the club and its fans through good and bad times.  Recently having launched a women’s team, the historically male environment of Pittodrie stadium is now richly diverse both on and off the park, with a predominately female sales team selling what was once called a ‘’man’s game’’.

Key takeaways:

  • Psychology in sales.
  • Selling as a woman in a traditionally male environment.
  • The importance of having a sales team you trust to represent a particularly emotive brand.

About the presenter:  Anna Mackenzie
Anna is the Commercial Manager for Aberdeen Football club and has a team of 7 reporting directly to her responsible for selling hospitality, sponsorship, advertising, events and BOA (By Official Appointment).  Passionate about equality and the importance culture and brand values play in successful sales, Anna has experience in both B2B and B2C sales both at Aberdeen FC and her previous role at AECC (Aberdeen Exhibition and Conference Centre) where she worked for 10 years in various roles including exhibitions, large banquets and events and latterly concerts and shows.


Please note that if you are not a member of Association of Professional Sales and book a ticket, our members will take priority and, in event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, join the APS.

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Erwins Castillo
Sales Lead for Schlumberger Drilling & Measurements

Victoria Withy (MCIM)
Director, The Clique Consultancy

Erik Nelander
President Industrial Sales Europe, Middle East & Africa, SKF

Anna Mackenzie
Commercial Manager, Aberdeen Football Club