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San Jose State University presents
Support Strategy, Marketing and Sales
Course Credits and Price
Units: 2.4 CEUs Price: $1295
Course Number XT-TSPM462 2
8 Sessions Lundy Avenue Center
2160 Lundy Avenue, Suite 250, San José
Tuesdays and Thursdays,
Nov 8 - Dec 8 6:30 - 9:30 p.m.
(No meeting on November 22 and 24)
For further information or to register, contact Janell Jacks, 408-519-1310 or jjacks@profdev.sjsu.edu
Support Strategy is a planning framework that moves away from guesswork and toward intelligent selection. The end result: a destination of choice, not chance. The course will address the planning process, getting the needed information, how to measure key success factors, developing unique strategic competencies, determining the strategic focus and how to effectively use the strategic plan. Also, a structure will be presented for outsourcing support when that strategy fits the situation. In addition this workshop provides an understanding of how services can be created and sold to increase revenue share, either by designing a new service or modifying an existing one. Included are several hands-on tools to create and market services. The specifics of selling services versus selling products are explored in detail and a quota-beating service sales person provides a guest lecture.
In today's ever-changing service and support world, your company's strategic and business plans are the keys to its success. You must have basic strategies in place and simultaneously plan for growth, challenges, and change. Strategic planning provides a framework for creating in a manner that moves away from guesswork and toward intelligent selection. The end results: a destination of choice, not chance. This course will start by examining why companies fail at strategic planning, its impact on survival, and why strategic planning requires a big picture approach, rather than a single “magic-bullet” solution. The course will address the planning process, getting the information you need, how to measure key success factors, developing unique strategic competencies, determine your strategic focus, and how to effectively use your strategic plan.
Instructor Amita Dev has extensive experience and knowledge in the software, hardware and telecom industries, with more than 18 years of experience at Hewlett-Packard and Agilent Technologies. Dev's experience spans the support arena including offline/online support, support planning, support delivery, customer and strategic alliance management, training and support services marketing. She has a master's degree in economics from Wayne State University, Michigan.
Who should attend?
· Service/support executives, managers, supervisors
· Service marketing and sales executives looking for new profitable services and higher margins
Companies whose employees have profited from this class
3Par Data, Aspect Communications, Borland, Entercept™ Security Technologies, Extreme Networks, Lycos, Lockheed, Mercury-Interactive, Niku Corporation, Nokia, Trend Micro, Varian Oncology and others
Topics include:
Strategy
Defining and creating a service and support strategic plan
How to ensure strategic planning success
Information needed for a strategic plan and how to collect it
Introduction to measurement of key factors
Service and support elements
Strategic Differentiator
Cost vs. Profit Center
Tiered Support Delivery
Global Service and Support Delivery
Partnerships, Alliances, & Collaboration
Outsourcing
Service marketing
- How to identify a Service Product
- Services offering from different companies – how to organize types of Services
- Learning about a Framework along with specific tools to define, create and launch a Service
- Designing a Service for your company’s Service business to increase service revenue or cut costs
- Practical tips to ensure that service is effectively launched internally and to your customers
- Selling the Services via the direct and indirect channel
Guest Speakers to give their expert opinion on specific topics
Customer/Prospect Input
Competitive Analysis
Developing the Service/Support Message
Service Marketing Collateral
Tradeshows
Advertising
Public Relations
Campaign Management
Launch Management
Marketing Automation Tools
Selling support and other services
 Dedicated vs. Shared Sales Force
Service Sales Commissions
Commissions for Support Staff (controversial topic)
Warranty Uplifts
Selling Insurance Support
Selling Professional Services
Selling Business Continuity
Selling Disaster Recovery
Service Contract Renewals
TeleSales
Sales Force Automation (SFA) Software
Case studies including an In-Depth Case Study of an Offshore Outsourcing Engagement
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