Workshops

Sales and Business Development

Don’t miss out on your fair share of government contracting; become a staffing provider for local, state, and federal governments.

Just one contract procured more than $113 million in office, industrial, and professional temporary help services for U.S. federal agencies in 2005, according to the General Services Administration. This figure represents a fraction of the overall federal expenditures on staffing—and it pales in comparison to what is possible at the state and local level.

Professional trainer and consultant Cathy Vee and sales consultant Brad Billik show you how to make government your largest, most profitable customer and give you tips on quick ways to find opportunities, write proposals, set pricing, and manage your contracts.

Cross-Selling and Up-Selling
Frank Troppe, founder and president, 3PR Corp.
Wednesday, 2:30–3:45 p.m.

"I didn’t know you offered that service." Do these dreaded words represent a lost sale or a golden opportunity? By mastering the principles of cross-selling and up-selling, you can turn such statements into positive action to generate more business for your company.

Frank Troppe, author and industry executive, shows you how to make more sales using the same or fewer resources. Maximize your current customer relationships by refining existing account plans and proposals to increase the amount of business they generate for you.

Protect Your Business: Negotiate Indemnity Clauses
George Reardon, Esq., senior vice president and general counsel, Adecco Group North America
Wednesday, 2:30–3:45 p.m.

Today’s staffing customers use contractual indemnity clauses to transfer risks to you. Protect your business from those risks and still make the sale by applying a short, understandable principle that addresses common indemnity problems.

George Reardon introduces an easy-to-read template prepared in consultation with lawyers and executives from a wide range of ASA member companies. Reardon also reviews selling and negotiating tools for sales staff to use in interacting with customers.

Maximum Leverage: Build Your Brand Around ASA’s Industry Awareness Campaign
Jim Lanzalotto, vice president of strategy and marketing, Yoh, and Aaron Green, CSP, president, Professional Staffing Group Inc.
Thursday, 1:30–2:45 p.m.

The ASA "We Work for You" national industry marketing campaign provides "air cover" for staffing firms across the nation, increasing awareness, creating interest, and deepening market penetration. It’s up to individual firms to mobilize on the ground—door to door if need be—to build their brands and boost their business.

Jim Lanzalotto and Aaron Green use case studies to demonstrate how firms can integrate and leverage the value and message of the umbrella campaign into an individual corporate marketing strategy and how to use the ASA marketing tool kit to grow your business.

SWOT Boot Camp: Strategic Planning for Staffing Companies
John Thomas, CSP, CTS, chief executive officer, Thomas Consulting Group Inc.
Thursday, 3:30–4:45 p.m.
Also in technical, IT, and scientific; industrial; and professional learning tracks

Business consultant John Thomas demonstrates how to evaluate your company’s current practices and staffing levels, including how to identify strengths and developmental needs, to ensure that you know the performance level of your organization. Thomas shows you how to craft a plan for improvement by incorporating an analysis of customer and candidate issues, as well as industry trends, to help you distinguish yourself from the competition.

This interactive workshop enables you to participate in a hands-on approach to the SWOT (strengths, weaknesses, opportunities, and threats) strategic planning process, creating action plans and goals to make your company more efficient and profitable.

Increase Sales: Generate a Competitive Edge
Daniel Abramson, president, StaffDynamics
Thursday, 3:30–4:45 p.m.

Today’s customers are more sophisticated and less tolerant of poor communication skills or a "one size fits all" approach. Do you have a 10-second commercial that differentiates in full the services you provide? During this interactive workshop, take part in a dramatic self-scoring personality test, then discuss communication techniques for dealing with the four customer personality types to increase your sales. This workshop is a must for staffing professionals looking to enhance the effectiveness of persuasive communication and sales skills.

Sell to your customers the way they are comfortable buying, not the way you’re comfortable selling. Daniel Abramson, industry veteran and business coach, gives you the details you need to improve your selling techniques. You will leave this workshop with practical, doable, "goof-proof" strategies to help break down barriers and build customer relationships that last. And you’ll learn these techniques in a fast-paced session that is informative, interactive, and fun.

Coach Your Team for Ultimate Sales Success
John Klymshyn, president, The Business Generator Inc.
Friday, 10:15–11:30 a.m.

Attract and coach good salespeople, conduct great sales meetings, and become the ultimate sales manager. Based on research and interviews conducted with successful sales managers for his new book, The Ultimate Sales Manager Guide, John Klymshyn relates methods vital to sales management. Klymshyn outlines steps to move management conversations forward and reviews ways to conduct more productive one-on-one meetings. He also shares the five common mistakes and 10 positive attributes of the ultimate sales managers.