Archive for the ‘Sales and Marketing’ Category

Telemarketing – Using the Telephone as a Sales Tool

Virtually everybody in sales today sells over the phone at least part of the time. Perhaps it is time for you to evaluate how you use the telephone and where it fits into your sales and marketing mix.

This one-day workshop will show you how the telephone can supplement, enhance, and sometimes replace other means of marketing and selling, and how this personal approach can dramatically increase your sales success. We will also talk about how to hone your communication skills, your ability to persuade, and techniques to personalize each sales call.

Specific learning objectives include developing the ability to:

  • Build trust and respect with customers and colleagues.
  • Warm up your sales approach to improve success with cold calling.
  • Identify ways to make a positive impression.
  • Identify negotiation strategies that will make you a stronger seller.
  • Create a script to maximize your efficiency on the phone.
  • Learn what to say and what to ask to create interest, handle objections, and close the sale.

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Pre-Assignment Review
To start the day, participants will discuss the answers to their pre-assignment.

Verbal Communication
This session will explore the components of a good sales voice and how participants can sound their best on the telephone. Participants will also think about what customers hear when they place a phone call to their organization, and how they can create a service image.

To Serve and Delight
In this session, participants will look at other facets of language and how we can be better salespeople by choosing positive language.

Exceptional Things about Selling by Phone
This session will help participants put a different spin on selling by phone. Topics will include maintaining a positive outlook, building rapport, and remembering names.

Building Trust
Next, participants will discuss ways to build trust and respect.

It’s More Than Just a Phase
A good understanding of the phases of negotiation is a great asset to a sales professional. This session will explore the phases of negotiation and introduce participants to some of the most common types of negotiation.

Communication Essentials
During this session, participants will work on their listening and questioning skills.

Developing Your Script
Now that participants have some fundamental tools, they will develop a script that can be used for any sales call.

Pre-Call Planning
We do not believe in a canned call, but we do believe in a planned call. This session will highlight the important steps in call planning.

Phone Tag and Call Backs
Next, participants will discuss some ways to make the most of voice mail.

Following Up
During this session, participants will identify ways to avoid missed opportunities by tracking their calls and following up.

Closing the Sale
This final session will give participants some ways to ask for and close the sale.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Selling Smarter

It’s no secret that the sales industry continues to change and evolve rapidly. This is an exciting and dynamic profession, although it is often underrated and misunderstood. The back-slapping, high pressure, joke-telling sales person has disappeared. In his place is a new generation of sales professionals: highly trained and well groomed, with the characteristics of honesty, trustworthiness, and competence.

This one-day workshop will help you teach participants how to be one of those smart sales professionals.

Specific learning objectives include:

  • Explain and apply concepts of customer focused selling.
  • Use goal-setting techniques as a way to focus on what you want to accomplish and develop strategies for getting there.
  • Apply success techniques to get the most out of your work.
  • Understand productivity techniques to maximize your use of time.
  • Identify ways to find new clients and network effectively.

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Selling Skills
To begin, participants will explore consultative selling and the efforts-result matrix. Participants will also discuss how to build trust and credibility with their clients.

The Sales Cycle
During this session, participants will look at the steps of the basic sales cycle: initiate, build, manage, and optimize.

Framing Success
In this session, participants will learn about the power of the mind and how to use that to build a professional, confident image.

Setting Goals with SPIRIT!
Next, participants will use the SPIRIT acronym to create positive, achievable goals.

The Path to Efficiency
During this session, participants will share their time management tips, and we will offer some ways of maximizing your time.

Customer Service
This session will look at the four needs of customers and how we can use them to sell smarter.

Selling More
Next, participants will explore the three types of selling. Participants will also discuss the importance of perceived value.

Ten Major Mistakes
This session will look at the ten biggest mistakes salespeople make. Participants will then brainstorm ways to avoid or rectify these mistakes.

Finding New Clients
During this session, participants will discuss how to find new clients and how to network.

Selling Price
To wrap up the day, participants will look at the advantages and disadvantages of selling price.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Body Language: Reading Body Language as a Sales Tool

Body language can make or break our efforts to establish long, trusting relationships. Our body language can help to reinforce and add credibility to what we say, or it can contradict our words. Understanding what signals you are sending, as well as being able to read the signals that your clients send, is an essential skill in sales and throughout our lives. What is your body language saying about you? Find out in this one day workshop!

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Body Language
To begin, participants will explore what body language means and how it can make a difference in our relationships with others. Participants will also brainstorm body language that can be related to trust and likeability.

Give Me Some Space!
This session will explore the concept of personal space and what distance is appropriate for professional discussions. Participants will also get a good understanding of appropriate space through an exercise.

What’s Your Face Saying?
Next, participants will learn about the different aspects of facial expressions, including smiles, head position, eye signals, and micro expressions.

What’s Your Body Saying?
In this session, participants will examine the meaning of gestures and learn how to use their hands to emphasize what they say. The position of hands, feet, legs, and arms will all be discussed.

Pre-Assignment Review
Next, participants will discuss their pre-assignment, which asked them to study humans in their natural environment.

Mirroring and Leading
This session will explore some principles from neuro-linguistic programming to help participants understand and evaluate body language. Topics will include rapport, matching, mirroring, leading, and pacing.

Monitoring Your Posture
Good posture sends a likeability signal and a confident message. This session will help you get started on the road to good posture.

Dressing Up
Next, participants will learn why dress is so important and how they can use their wardrobe to help send a positive, professional message.

Shaking Hands
Developing a professional handshake is one of the most valuable business skills that a person can cultivate. This session will explore the factors of a good handshake, offer alternatives for when a handshake is not appropriate, and give participants a chance to practice a winning introduction.

How Are You Doing?
To wrap up the course, participants will role play a sales scenario and use their body language to make a specific impression.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Prospecting for Leads Like a Pro

Prospecting is one of the keys to your sales success. Keeping your pipeline full ensures that you will continue to attract new business, and so your success today is a result of the prospecting you did six months ago.

In this workshop, participants will become skilled at prospecting and learn the 80/20 rule. They will learn to target and how to target them, and commit to do some prospecting every day through warming up cold calls, following up on leads, or networking. Participants will also build their personal prospecting plan and learn how to ensure their future by planting seeds daily.

At the end of this one-day workshop, participants will:

  • Understand the importance of expanding their client base through effective prospecting.
  • Learn how to use a prospecting system to make them more successful.
  • Be able to identify target markets and target companies with the 80/20 rule in mind.
  • Know how to develop and practice networking skills at every opportunity.
  • Know how to develop, refine, and execute the art of cold calling.

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Pre-Assignment Review
To start the day, participants will review their pre-assignment quiz.

Targeting Your Market
Next, participants will learn eight ways to target their market. Then, they will fill out a worksheet for their target market.

The Prospect Dashboard
This session will show participants what a prospect dashboard is and how to use it. Participants will also have an opportunity to create a draft prospect board.

Setting Goals
During this session, participants will learn how to set goals with SPIRIT to make their dreams a reality.

Why is Prospecting Important?
Next, participants will look at some myths behind prospecting and what characteristics will ultimately determine their success.

Networking
During this session, participants will learn all about networking, a key component of prospecting.

Public Speaking
Good speaking skills can give sales people a real advantage. This session will give participants some ways to build their confidence and send out the right message when speaking in public.

Trade Shows
Next, participants will explore what to do before, during, and after trade shows to ensure success.

Regaining Lost Accounts
This session will explore an easy way to increase business: regaining inactive or lost clients.

Warming Up Cold Calls
During this session, participants will learn how to make the most of another essential prospecting tool: cold calls.

The 80/20 Rule
Next, participants will learn how Pareto’s 80/20 rule applies to sales and prospecting.

It’s Not Just a Numbers Game
This session will look at the 3 R’s of successful prospecting.

Going Above and Beyond
To wrap up, we will give participants 21 ideas for a successful career in sales and ten questions they can ask themselves about each prospect.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Overcoming Objections to Nail the Sale

If you are like most sales professionals, you are always looking for ways to overcome customer objections and close the sale. This one-day course will help you to work through objectives effectively. We will help you plan and prepare for objections so that you can address customer concerns, reduce the number of objections you encounter, and improve your averages at closing sales.

Specific learning objectives for participants include:

  • Identify the steps you can take to build your credibility.
  • Identify the objections that you encounter most frequently.
  • Develop appropriate responses when prospective buyers throw you a curve.
  • Learn ways to disarm objections with proven rebuttals that get the sale back on track.
  • Learn how to recognize when a prospect is ready to buy.
  • Identify how working with your sales team can help you succeed.

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Building Credibility
This session will discuss ways that participants can build their credibility, including first impressions, appearance, demonstrations, and testimonials.

Your Competition
Why talk about the competition? Because sooner or later every person in sales has to be aware of the fact that others are offering similar products and services. This session will talk about what research to do and how to make the most of it.

Critical Communication Skills
During this session, participants will learn how to ask good questions and listen effectively – two skills that are key to handling objections.

Observation Skills
A keen ability to observe your surroundings to better understand a situation is another useful skill to have, and participants will have the opportunity to work on it during this session.

Customer Complaints
This session will look at how customer complaints and how they can actually make anyone a better salesperson.
Overcoming Objections
Once participants have some basic skills and concepts mastered, they will explore what an objection is. They will also work in small groups to identify their most frequently encountered objections and they will brainstorm ways to respond to them.

Handling Objections
During this session, participants will some basic ways to respond to objections, including the Identify – Validate – Resolve strategy. Participants will also learn about nine specific objection handling strategies, including the Boomerang, FFF, and Show Your Hand.

Pricing Issues
This session will give participants ways to address the most common objection: price.

How Can Teamwork Help Me?
Many sales people treat their team as competition. This session will explore how teamwork can make you a better salesperson.

Buying Signals
During this session, participants will learn how to know when the buyer is ready to close.

Closing the Sale
This session will look at several different closing techniques and the top fifteen activities that make a person successful at closing the sale.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Dynamite Sales Presentations

A great sales presentation does not demand that you have all the bells and whistles to impress the client with your technical skills. Rather, try impressing your clients with your knowledge of the products and services you sell and your understanding of their problems and the solutions they need.

This one-day workshop will help you teach participants how to create a winning proposal and how to turn it into a dynamite sales presentation.

Specific learning objectives will include:

  • Identify the key elements of a quality proposal
  • Perfect your first impression, including your dress and your handshake
  • Feel more comfortable and professional in face-to-face presentations
  • Write a winning proposal
  • Feel more comfortable and professional in face-to-face presentations

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Getting Down to Business
To get started, we will look at some basic ways that business writing is different from literary writing. Participants will also explore the two major types of proposals: formal and informal.

Writing Your Proposal
During this session, participants will learn what background information to gather and how to organize it. Participants will also learn about using drafts and versions, and some terminology that they can use to label their proposals.

Getting Thoughts on Paper
There are three easy steps to get started on writing a proposal. You will present each of them in a lecture. Participants will then apply these techniques to a case study.

Basic Proposal Formats
During this lecture, we will look at indirect and direct proposals. Participants will then turn a direct proposal into an indirect proposal.

Expert Editing Tips
This session will explore some basic editing techniques, including the readability index.

The Handshake
Often, you will need to greet people before and/or your presentation. This session will offer participants some tips on a key element of their greeting: the handshake.

Getting Ready for Your Presentation
We will offer participants some preparation tips. Then, participants will learn how to pump up their language to be persuasive without being pushy.

Elements of a Successful Presentation
During this session, participants will explore five keys to success through a lecture and small group work.

Dressing Appropriately
This session will help participants dress for success.

Presentations
To wrap up the day, each participant will give a two to three minute presentation.

Workshop Wrap-Up
At the end of the workshop, students will have an opportunity to ask questions and fill out an action plan.

CRM: An Introduction to Customer Relationship Management

This one-day course will help you introduce the different facets of Customer Relationship Management (CRM) to participants. It will also help you teach them how to identify who their customers really are, analyze the key components of CRM, and understand how it integrates within an organization.

This course will help you teach participants how to:

  • Demonstrate an understanding of the terms and benefits of CRM on a company’s bottom line
  • Analyze the different components of a CRM plan
  • Develop a checklist for readiness and success in CRM
  • Describe how CRM creates value for organizations and customers
  • Consider developmental roles that have the greatest impact on CRM

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Customer Relationship Management
To begin, participants will look at what CRM programs they are involved in and how these programs have affected their lives. Participants will also explore the meaning of CRM and its potential value.

What CRM Is and Who It Serves
Next, participants will look at different types of CRM programs and the needs they can serve.

Checklist for Success
This session will explore evaluation metrics and privacy issues.

Requirement Driven Product Selection
During this session, participants will look at the Requirement Driven Product Selection process. This process requires defining the business need (or pain or problem, depending on the issue), deciding which functions are needed to meet the requirements, and then defining the products that support the selection.

Considerations in Tool Selection
This session will look at ways to narrow the scope of your field and to get the right people to move your CRM program along.

Strategies for Customer Retention
Next, participants will explore ways to retain customers through a large group discussion.

Building the Future
During this session, participants will explore the four pillars of CRM and how they can use them to help others embrace the CRM plan.

Homegrown vs. Application Service Provider
Participants will look at the advantages and disadvantages of developing a program in-house versus using an Application Service Provider.

The Development Team
This session will give participants the framework for building a stellar CRM team.

Evaluating and Reviewing Your Program
To conclude the day, participants will look at some evaluation tools, including customer profiles and life cycles.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Call Center Training: Sales and Customer Service Training for Call Center Agents

Whether we choose to embrace them or cannot stand being interrupted by their calls, call centers are a business element that is here to stay. This course will help call center agents learn to make the most of their telephone-based work, including understanding the best ways to listen and be heard. Each phone interaction has elements of sales and customer service skills, which we will explore in detail throughout this energizing and practical three-day workshop.

This workshop will help you teach participants:

  • The nuances of body language and verbal skills
  • Aspects of verbal communication such as tone, cadence, and pitch
  • Questioning and listening skills
  • How to deliver bad news and say “no”
  • Effective ways to negotiate
  • The importance of creating and delivering meaningful messages
  • Tools to facilitate their communication
  • The value of personalizing their interactions and developing relationships
  • Vocal techniques that will enhance their speech and communication ability
  • Personalized techniques for managing stress

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

What’s Missing in Telephone Communication?
To begin, participants will explore Albert Mehrabian’s study on communication and how it affects telephone communication. Participants will also learn the role that body language plays in telephone communication.

Verbal Communication Techniques
This session will cover the four E’s of an effective telephone voice and how you can use them to promote a service image.

Who are Your Customers?
In this session, participants will learn about what a customer is, and they will identify some of their own customers.

To Serve and Delight
This session will give participants an opportunity to develop strong, helpful phrases for assisting customers.

Did You Hear Me?
During this session, participants will learn techniques for active listening and staying focused.

Asking the Right Questions
In this session, participants will learn about open and closed questions, as well as probing techniques.

Saying No
Delivering bad news and saying “no” can be two of the most challenging aspects of a call center agent’s job. This session will give participants techniques and practice in these two key skill areas.

Sales by Phone
This session will discuss how to use information delivery and rapport building to help participants sell over the phone.

Taking Messages
During this session, participants will look at some key elements of taking messages. Then, they will develop a quick reference sheet that they can keep by their desk.

Staying Out of Voice Mail Jail
Voice mail is a great tool, but it can also be frustrating. In this session, participants will discuss some tips for leaving messages. They will also have an opportunity to practice those techniques.

Closing Down the Voice
This session will give participants a chance to practice some vocal exercises.

Cold and Warm Calls
During this session, participants will learn about these two types of calls and how to maximize their efficiency in each.

Developing a Script
Scripts can be an effective tool, particularly for cold calls. This session will give participants a chance to lay out the framework for their script.

Perfecting the Script
Next, participants will learn ways to customize their scripts. We will also look at FAQ sheets and how they can help participants on a daily basis.

Going Above and Beyond
This session will give participants 15 techniques for success and some ways to customize their service.

Handling Objections
During this session, participants will learn different ways to address objections.

Closing the Sale
Next, participants will develop good questions that can help them close a sale.

Feelings
During this session, participants will work in pairs to rewrite dry and less than imaginative statements to show empathy for their customers.

Changes in the Customer
This session will explore some ways that customers have changed in the past twenty years.

Negotiation Techniques
Negotiation is a key skill for call center success. During this session, participants will learn four things that they can do to become better negotiators.

It’s More Than Just a Phase
Next, participants will learn about the four phases of negotiation and some different types of negotiation.

High Impact Moments
This session will explore some situations where you come into contact with a client or customer at a time when you can have a huge impact on them.

Tips for Challenging Callers
During this session, participants will learn some ways to deal with different caller types.

Dealing with Difficult Customers
This session will give participants nine easy techniques for managing difficult customers. We will also look at how to deal with vulgarity.

Phone Tag and Getting the Call Back
While today’s technology can make it hard to reach a decision maker, it also provides opportunities. This session will give participants some tools to deal with phone tag.

This is My Mentor
This case study will give participants a chance to practice some of the skills that they have learned so far.

Stress Busting
We all need techniques for managing the stress in our lives. This session will encourage participants to develop some personalized ways to manage stress.

News from Within
During this session, we will take brief look at the inside workings of a call center and how they are managed.

Wrapping Up
As the workshop comes to a close, participants will work in small groups to create a review activity for each other. We will also review vocal exercises.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Building Relationships for Success in Sales

No one questions that making friends is a good thing. In this workshop, participants will discover that the business of business is making friends, and the business of all sales professionals is making friends and building relationships. Strategic friendships will make or break any business, no matter how big and no matter what kind of market.

This one-day workshop will help you teach participants:

  • The benefits of developing a support network of connections.
  • How building relationships can help you develop your business base.
  • How to apply communication techniques to build your network.
  • The key elements in strong working relationships, and how they might put more of these elements in your working relationships.
  • Key interpersonal skills.

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Focusing on Your Customer
To begin, participants will learn what consultative selling (or customer-focused sales) is all about. Participants will also explore the efforts vs. results matrix, and what activities can generate the biggest results for them.

What Influences People in Forming Relationships?
There are seven main things that influence people in forming relationships. During this session, we will cover what those influences are and how participants can ensure they are a positive factor in your relationships.

Disclosure
Joe Luft and Harry Ingraham developed the Johari Window, a way of looking at our self-awareness and our ability to ask feedback of others. We will look at the Johari Window in detail during this session, and how disclosure can help build good relationships.

How to Win Friends and Influence People
One of the most popular books ever written was Dale Carnegie’s How to Win Friends and Influence People. We will spend this session looking at some of its tips.

Communication Skills for Relationship Selling
The two most basic elements of good communication are asking questions and listening to others. We will cover both skills in depth during this session.

Non-Verbal Messages
Did you know that your words convey only 7% of your message? We’ll discuss what the other 93% is made up of, and how participants can ensure that your body is sending the same message as your words.

Managing the Mingling
During this session, we will discuss some tips on mingling, including ways to remember peoples’ names.

The Handshake
During the important first few minutes of a new relationship, a handshake is usually the only body contact between two people. We will discuss and demonstrate the five key elements of a good handshake.

Small Talk
Being able to small-talk successfully is one of the most crucial skills a businessperson can develop, but it’s also one of the hardest. We’ll discuss some basic do’s and don’ts of small talk.

Networking
Once you have started a network of business associates, how do you organize your contacts? We will answer this question to wrap up the day.

Workshop Wrap-Up
At the end of the day, students will have an opportunity to ask questions and fill out an action plan.

Creating and Managing Your Corporate Brand

Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to.

This two-day course will get you started on the road to creating a perfect brand. The first day will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. The second day will focus on how to put your brand out there in the right way. We’ll also talk about how to keep your brand energized and alive with monitoring and evaluation tools.

Learning objectives include:

  • Define what a brand is (particularly a strong brand) and what branding is about
  • Define various types of brand architecture and brand extension
  • Identify your brand’s products, the features of those products, and their values
  • Write a mission, vision, and style statement for a brand
  • Describe the basics of positioning a brand
  • Understand the basics of creating a visual identity, including a brand name, slogan, and logo
  • Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints
  • Effectively plan an internal and external brand launch
  • Monitor and evaluate your brand, and understand how to respond to the results

Course Overview
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Defining Branding
To begin, participants will explore what a brand means and what branding is all about. Participants will also discuss some popular brands and what makes them stand out.

What Are You All About?
Next, participants will get started on the branding process by learning how to identify a product’s features, benefits, and values.

Creating a Mission
A mission statement is where you can express your big dreams for your product. In this session, participants will learn what a good mission statement looks like. They will also get some hands-on practice in creating a mission statement for a product of their choice.

Creating a Vision of the Future
Next, it’s time to outline how you want things to look for your brand in the short term. This session will give participants some tips for creating a vision statement and share some sample statements for a fictional company.

Positioning Your Brand
Positioning describes how your brand will be seen in the minds of customers. Participants will learn what a positioning statement looks like and they will take part in a positioning workout to get some hands-on practice.

Developing Your Style
The next component of your brand identity is the style statement: what attitude will your brand have? This session includes both a theory and practice component.

Developing a Brand Name and Slogan
Now it’s time for the fun stuff! To begin, this session will recap what we have covered so far. Then, participants will get practical tips on creating a brand name and a slogan.

Creating a Visual Identity
Although we can’t turn participants into professional graphic designers, this session will help them understand the basics of graphic design. Concepts include image perception, color spectrum analysis, font types, and types of visual identities. A pop culture quiz rounds out the session.

Living Your Brand
To begin the second day, participants will learn how to transform company employees into brand ambassadors and how to create a unique experience at each brand touchpoint.

Connecting with Customers
Next, we will share ten easy ways to connect with customers.

Launching Your Brand
This session will share some ideas for making internal and external brand launches a smashing success.

Taking Your Brand’s Pulse
In order for a brand to be as successful as possible, it must evolve with your company, your customers, and the marketplace. This session will introduce participants to the basics of brand evaluation.

Performing a SWOT Analysis
To begin, participants will learn about one of the most popular tools for brand analysis: the SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix.

Measuring Brand Health with a Balanced Scorecard
Next, participants will learn how brands can be evaluated with a balanced scorecard.

Middleton’s Brand Matrix
The final evaluation tool that we will explore is Simon Middleton’s brand matrix, which plots strength, weakness, positivity, and negativity.

Interpreting Evaluation Results
In this session, participants will learn what to do with brand evaluation results. We will also share the six most common signs of brand trouble.

Keeping the Brand Alive
Next, participants will learn about refreshing a brand, re-launching a brand, and re-branding. They will then apply their knowledge to a case study.

Going Beyond the Brand
To wrap up the day, participants will learn about various kinds of brand architecture and brand extension.

Workshop Wrap-Up
At the end of the workshop, students will have an opportunity to ask questions and fill out an action plan.