Directorio de cursos de Responsabilidad Social Corporativa en España

Un directorio que hace un listado sobre los cursos de responsabilidad social corporativa

Los consumidores están más atentos que nunca de que los bienes y servicios que elijan sean de calidad al elegir una marca. Muchos están priorizando la responsabilidad social corporativa (RSC) e incitan a las empresas a efectuar un cambio social de acuerdo a nuevas creencias, prácticas y ganancias comerciales.

De hecho, algunos incluso han llegado a darle la espalda a sus compañías favoritas si creen que no están defendiendo los problemas sociales y ambientales.

Emprender iniciativas socialmente responsables benefician a todos. Las compañías no solo atraerán a consumidores y empleados con conciencia social, sino que también harán una verdadera diferencia en el mundo.

La RSC implementada correctamente puede aportar una variedad de ventajas competitivas, como un mejor acceso al capital y los mercados, mayores ventas y ganancias, ahorros de costos operativos, mayor productividad y calidad, una base de recursos humanos eficiente, una mejor imagen y reputación de la marca, una mejor fidelización de los clientes, mejor toma de decisiones y procesos de gestión de riesgos.

Si una marca tiene buenas ideas, como ingredientes orgánicos o contenido reciclado, deben informar a los consumidores.

Sus clientes apoyaran la decisión de compartir los buenos sentimientos asociados con hacer lo correcto y muchas encuestas han encontrado que los consumidores se inclinan más por comprar un producto sostenible sobre una alternativa convencional. Anunciar estas ideas o cambios es beneficioso tanto para una perspectiva comercial como para la sostenibilidad.

En una sociedad global, el debate sobre estos valores, normas y estándares es esencial para coexistir (prosperar) y contribuir a una vida digna de vivir. También se requiere un diálogo abierto para el ámbito económico, donde diferentes partes interesadas pueden tener diferentes puntos de vista sobre las responsabilidades de las empresas, los inversores, los gobiernos y la sociedad civil.

¿Qué beneficios ofrece la RSE a las empresas?

  • Aumente la lealtad de los empleados: Al proporcionar buenos empleos y alentar altos estándares profesionales y morales, aumentará la lealtad de los empleados. Adquirir solo los productos en el extranjero producidos en fábricas donde los trabajadores fueron tratados éticamente, obtiene apoyo entre los defensores del “Comercio Justo”.
  • Mantiene una reputación positiva.
  • Previene los enredos financieros: el cumplimiento al pie de la letra de la ley, tanto a nivel nacional como internacional, a través de procesos de autorregulación evitará multas y reducirá los gastos legales

Aquí hacemos un listado sobre los cursos que se ofrecen en España que tratan la Responsabilidad Social Corporativa (RSC). Algunos de ellos se llevan a cabo únicamente online y otros son presenciales o parcialmente presenciales. Los listamos por orden alfabético e indicando si es presencial, parcialmente presencial o solamente online. También hemos indicado el coste pero te recomendamos entrar en el enlace para saber el coste real ya que esto puede variar.

Online

  • Observatorio de Responsabilidad Social Corporativa
  • Enlace al curso de RSC (680 horas, 900€)
  • AEC – Experto Europeo en Responsabilidad Social Empresarial 
  • Enlace al curso de RSC (120h, 1210€)
  • SEAS – Curso de Responsabilidad Social CorporativaEnlace al curso de RSC (150h)
  • UPCplus – Curso de Responsabilidad Social Corporativa y Prevención de Riesgos LaboralesEnlace al curso de RSC (6 meses, 998€)
  • URKO – Implantacion de Sistemas de gestion de Resposabilidad Social Corporativa (RSC): Norma SA8000
    Enlace al curso de RSC (200h, 250-500€)
  • IMF Business School – Curso de Responsabilidad Social Corporativa
    Enlace al curso de RSC (80h)
  • PROADE – Curso Técnico en Responsabilidad Social Corporativa
    Enlace al curso de RSC (6 Semanas, 149€)
  • GeoInnova Formación – Curso de Introducción a la Responsabilidad Social Corporativa
    Enlace al curso de RSC (50h, 150€)
  • INEAF – Curso superior en Responsabilidad Social en Empresas y Organizaciones
    Enlace al curso de RSC (200h, 360€)
  • Bureau Veritas Formation – Gestión de la diversidad y de los grupos de interés en el marco de la RCEnlace al curso de RSC (450h, 1000€)
  • INESEM Business School – Experto en Responsabilidad Social Corporativa RSCEnlace al curso de RSC (140h, 340€)
  • INESEM Business School – Curso RSC y Desarrollo Sostenible EmpresarialEnlace al curso de RSC (140h, 340€)
  • Academia Integral S.L. – Empresa y Medio Ambiente: La Responsabilidad Social CorporativaEnlace al curso de RSC (80h, 0€)
  • Academia Integral S.L. – Curso Práctico: La Responsabilidad Social CorporativaEnlace al curso de RSC (80h, 0€)
  • Instituto Superior del Medio Ambiente – Especialista en Responsabilidad Social Empresarial, Sostenibilidad y Reputación CorporativaEnlace al curso de RSC (240h, 720€)
  • Galileo Entrepreneur – Curso Responsabilidad Social CorporativaEnlace al curso de RSC (20h, 250€)
  • IEAN – Curso Superior de Especialista en Responsabilidad Social CorporativaEnlace al curso de RSC (160h, 510€)
  • EFIAULA – Curso Responsabilidad Social y Ambiental para el Fomento y Progreso de las Empresas de Economía SocialEnlace al curso de RSC (2 meses, 150€)
  • Universitat Jaume I – Master Universitario en Sostenibilidad y Responsabilidad Social Corporativa Enlace al curso de RSC (2500 – 5000€)
  • ACEDIS Formación – Curso de Implantación de la Responsabilidad Social Corporativa (RSC)Enlace al curso de RSC (120h, 195€)
  • ISNIB Business School – Posgrado en Liderazgo y Responsabilidad Social CorporativaEnlace al curso de RSC (12 meses, 2250€)
  • European Quality Business School – Master en Desarrollo Sostenible, Energías Renovables y Responsabilidad Social CorporativaEnlace al curso de RSC (500h, 760€)
  • ENEB – Posgrado en Responsabilidad Social CorporativaEnlace al curso de RSC (6 meses, 1.165 – 3.300€)
  • ISEB – Posgrado en Responsabilidad Social CorporativaEnlace al curso de RSC (6 meses, 6.900€)
  • UADIN – Certificación Universitaria en Compras y Responsabilidad Social (RSE)Enlace al curso de RSC (750€)
  • Applus Formación – Gestión Ética y Responsabilidad SocialEnlace al curso de RSC (A consultar)
  • UNED – Experto Universitario en Responsabilidad Social CorporativaEnlace al curso de RSC (A consultar)
  • Prospera – Responsabilidad Social Corporativa (RSC)Enlace al curso de RSC (Gratis)
  • Euroinnova Business School – Técnico en Responsabilidad Social Corporativa RSC y RSEEnlace al curso de RSC (750€)

Presencial

A

AENOR

En dónde: Madrid

En qué programa: Experto en Responsabilidad Social (42h)

Profesorado: no definido

Precio: 1.650€

B

Barcelona Activa

En dónde: Barcelona

En qué programa: Programa Empresas Responsables (25h)

Profesorado: Expertos de “Ingeniería Social

Precio: 0€

C

Cámara de Comercio de Madrid

En dónde: Madrid

En qué programa: Responsabilidad Social Empresarial, Estrategia y Evaluación (36h)

Profesorado: no definido

Precio: 395€

Centro de Estudios Financieros

En dónde: Barcelona, Madrid y Valencia

En qué programa: Curso monográfico sobre Compliance (65-75h)

Profesorado: Francisco L. Bonatti Bonet, Jesús Pindado Delgado y Benjamín José Prieto Clar

Precio: 1.125 – 1.375€

CMI Business School

En dónde: Madrid

En qué programa: Master en Responsabilidad Social Corporativa (RSC) y Sostenibilidad (1.500h)

Profesorado: listado

Precio: 7.340€

D

E

EOI Escuela de Organización Industrial

En dónde: Madrid

En qué programa: Master en Dirección de Responsabilidad Corporativa (650h)

Profesorado: Ver listado

Precio: 10.200€

ESIC Business & Marketing School

En dónde: Barcelona

En qué programa: Postgrado y Master de GESCO (5h)

Profesorado: Patricia Pólvora

Precio: Forma parte del Master/Postgrado

F

G

Geneva Business School

En dónde: Barcelona

En qué programa: DBA in Corporate Social Responsability (48h)

Profesorado: No definido

Precio: 3900€

H

I

Icloby – Foundation: Lobbying, Business and Innovation

En dónde: Barcelona

En qué programa: Parte del Master en Dirección Estratégica de la Responsabilidad Social y Liderazgo (500h)

Profesorado: listado

Precio: 7.900€

IE Business School

En dónde: Barcelona

En qué programa: Ejecutivo en Responsabilidad Social Corporativa (48h)

Profesorado: listado

Precio: 5350€

INESEM Business School

En dónde: Barcelona

En qué programa: Experto en Responsabilidad Social Corporativa (140h)

Profesorado: no definido

Precio: 340€

INSA Business, Marketing & Communication School

En dónde: Barcelona

En qué programa: Master en Dirección y Gestión de Proyectos

Profesorado: no definido

Precio: 4.440€

J

K

L

M

N

O

P

Q

R

S

T

U

Universidad de Vigo (UVI)

En dónde: Vigo

En qué programa: Mastér universitario en Administración Integrada de Empresas y Responsabilidad Social Corporativa (60 creditos)

Profesorado:no definido

Precio: A consultar (Becas, ayudas y financiación disponible)

Universitat Oberta de Catalunya

En dónde: Barcelona

En qué programa: Mastér universitario de Responsabilidad Social Corporativa (240h)

Profesorado: listado

Precio: A consultar (Becas, ayudas y financiación disponible)

Universitat Politecnica de Valencia (UPV)

En dónde: Valencia

En qué programa: Mastér en Responsabilidad Social Corporativa (1250h)

Profesorado:Ver listado

Precio: 3.300€

V

X

Y

Z

¿Falta algún curso? ¿Nos quieres hacer llegar la información? Aquí te dejamos un formulario para que nos pases los datos y lo publicamos.

*Photo by Sharon McCutcheon on Unsplash

Anuncios

Ice Bucket Challenge but with donation (of course)

Ice Bucket Challenge
@carolinaribalta challenged us to participate in the #icebucketchallenge and we could of course not fail such a good cause that right now is being viralized in the world. But there is one thing that we would like to comment: in this challenge you donate (too many people doing the water thing without donating). 
 
If you don’t know where to donate (this relates to Spain only, each country has its own setup), find these two options. 
  1. Fundación Española para el Fomento de la Investigación de la Esclerosis Lateral Amiotrófica. (http://www.fundela.info)
  2. Asociación Española de ELA (http://www.adelaweb.com)
If you don’t know what ELA is, I leave you with a video of a person that can explain what it is – from the top of his heart
 
It affects only a few – 4.000 in Spain and about 30.000 in US, so few that nobody wants to spend a dollar on investigation. But it is needed because this disease is…there are no words. 
We have accepted the challenge, done the donation and got wet, now we challenge other people that we are sure will take on the challenge.
Valentí Sanjuan (@valentisanjuan)
Merce Sanjuan (@merceyellow)
Esteban Loiácono (@estebanloiacono)
Cecilia Olocco (@ceciliaolocco)
Equipo de Wow Reus  (@wowinreus)
Martin Varsavsky (@martinvars)
Maribel y Jordi Gumbau

3 concerns that worries when setting up a Volunteer Program

Patricia Polvora speaker at IESE about volunteer program

Video of Patricia Polvora speaking at IESE about Corporate Responsibility and Volunteer Programs – in Spanish

Lately, I have been talking at several workshops, had meetings and coffee-shop discussions around the subject Corporate Social Responsibility and Volunteer Programs. An area that is continuously growing, in every companies Steering Group agenda and in the minds of its workers. There are a few questions that pop-up now and then when the words “Corporate Social Responsibility and volunteering is on the table. I few “worries”. I would like to reflect on three of them and contribute with my thoughts related to these question.

What is the value of a Volunteer Program?

Everybody want it, everybody would like to “have it” but not as many have integrated it in their business, values and vision. Depending on who you ask in an organization, you may get a different answer, but if you think of this question from a corporate perspective, a Corporate Social Responsibility point of view, the value must be very much linked to the core of the business, the pure existence of a company, the history and soul of an enterprise. In most cases, you will find that the volunteer program, the possibilities to provide employees a platform where to evolve competencies and where to realize themselves, makes the company tangible. It makes it human and you would say, it gives it “soul”. Everybody can relate to and feel for a solidarity action, being the one executing it, or being the one seeing it happen. Human actions are closer to our hearts than boxes, services and KPIs. The value of a Volunteer Program may therefore be, that it brings the company closer to the customer, to the providers and to the employees. Making them feel part of something, creating value, being human.

This is the reason for why a volunteer program can not “live by itself” isolated from the business. It has to be incorporated, embedded in the vision, the mission and the values of the company. The whole culture. With that as a start, a company can take any step and know that its employees will make the out most to comply with expectations and they feel that they work for a more “human” company that cares.

Isn’t it only “a cost” to set up a Volunteer Program?

It depends. It depends on how you value a Volunteer Program. It depends on how strong your Corporate Social Responsibility work is integrated with your business. The Financial Department may tag it as “overhead costs”, but most companies should see it as an investment. As a long-term investment, where the invested money give return in intangibles such as loyal employees, engagement, soul-driven organization, teamwork, cooperation, empty…Could this be calculated in terms of return? Probably, but it is needed? Or can an organization just “see” and “feel” in the atmosphere that what they do in this area, has a value. I think so. I think this value can be transmitted from person to person, from company to organization and in the brand itself.

How do you set up a Volunteer Program?

To set up a Volunteer Program is as time-consuming, complex and structured as setting un any type of organization or business line. You have to start by defining the reason for why you will set up the organization, what needs are you covering, who is your audience, how much will it cost and how will you communicate and measure your results. This part may be very administrative, bureaucratic and static. Far away from the dynamism of a Volunteer Program, but totally needed. If a volunteer activity is far away from, or even contradicting the pure purpose of the business itself, it will just result in confusing messaging. If a Volunteer Program is not accepted or understood by its employee, it has failed in its purpose. Therefore, we must avoid a very common mistake, the mistake of deciding what activities we want to do (because it is easier) before knowing why we will do it and for whom.

Share your experience! What reflections do you have in this area?

Volunteering or not – what’s the point?

ImageIn a few hours I will have the pleasure to meet about 30 persons and talk about Corporate Responsibility and volunteering. But not the standard “how do you do it”, no, that is said a million of times. I will focus on what you generate, what you manage to create by running a volunteer program in your organization. About “the soul”, about the tangible part of volunteering to make words such as “vision”, “mission” and “values” understood – more tangible. 

These are the initial questions I will place (and try to answer). How would you answer them? In a few hours I let you know what the response was

Question that questions the action of volunteering within Corporate Responsibility

  1. What is the value of a volunteer program?
  2. Isn’t it only “a cost”?
  3. How do you do this whole thing?

5 tips to avoid dying out of nervousness in a radio interview

Image

And they call you up. And it sounds so easy. “We will just ask you a few questions, that’s it”. And you sit there waiting for the call (wondering if your mobile phone will die, if the line will be bad and if that specific moment will be the one when your operator decides to change from 3G to 4G – leaving you without line). And “it” comes. Anonymous number. You have prepared, or not. But still, you hear the voice, the music, it is you next and it happens – you go blank. Black-out. Blank-out or whatever you want to call it, but it happens. You know nothing and the question comes, faaaar faaar away, you hear your name, you hear the subject, you hear the question and you hear your silence. And then the “hello, are you there”?

Hopefully, you wake up from this nightmare (it was just a dream, the D-day is today) and can enjoy the interview instead – as you will prepare for it, right?

Here are a few tips on how you can kill that nervousness (you never kill it totally, it wouldn’t be human not to feel anything), to be able to enjoy the ride.

5 tips to prepare for your radio interview

  1. Think like this: “I have been assigned to becomes somebodies 5-minute-teacher in a subject that I know more about than this person”: You are lucky! You will be talking to this person that gets up 5 am, loving his work, and knowing a h-l lot about everything and now – you will teach him some new stuff! What do you want him to remember? Have you checked his profile? Listened to his talks? What do you think he will be interested in? 
  2. Think like this: “Not everybody have the guts to sit here in this situation, people may even admire somebody for doing this, and nobody expect you to be a robot, you are human”: You don’t know the questions at forehand, you just have to live with it and if you don’t know the answer, don’t “make something up”. Be human, how would you answer if you sat with this same guy over a cup of coffee? Those that listen are also human. Their first intention is probably not to laugher at you – they listen to that radio channel because they like “what is played there”, so chances are that they will have a friendly approach to what you say…
  3. Think like this: “I don’t have to say everything I had planned for, I’m not a total failure if I miss out on some points, people don’t remember everything anyway, they remember the feeling”: Take it easy. Calm and relax. I tend to “rush away”, like if somebody was hunting me. Not so good because it does not leave space to think or follow up questions. Pauses are not bad, they create space (even if stress tends to kill them).
  4. Think like this: “They are like me”. If you doubt, undress them, in your mind of course. And if you think really really hard, you will see – they are like you. Bones and stuff.
  5. Think like this: “If I can’t see them, they can’t see me”. I know, it’s over the phone, you can’t see each other, but if you take off your glasses while you talk, you feel even more hidden (it is the same trick that kids use when they cover their face with their hands). Sometimes, this gives me the feeling that I am more “protected”. Cocooned, in some way.

Nerves can be good and they can be bad, but the point is that we should enjoy these moments instead of suffer through them,  and killing a bit of the edge of those nerves, will leave space for enjoyment. 

On top of this, standard tips such as, speak-up, prepare, be friendly, let people talk etc etc

Ah, by the way an example without having an opinion on it: yesterday-me in Spanish radio talking about tea.

Share your experience!

 

Betahaus in Barcelona – the beginning of something big?

 Image
A few weeks back I paid a visit to Betahaus in Barcelona. Curiosity created a need to find out more about this “place” or philosophy? @ivanruiz read about the initiative and contacted one of the drivers to see if we could “come by”. Come by is exactly what you should do if you are in Barcelona. To see what a few hands can set up, despite rules, legislation, money issue and anything in-between that can cause a total stop to a project.

A dream.

Why do I still think about it, several weeks after? Why do I recommend people to go there? Questions I have asked me and this is my answer. It is a place packed with soul and entrepreneurship. With future. With “space” for those that look for something else than just the big investment or the big success (of course they want it, just that the road there may be different). There are hundreds of projects, ideas and places in Barcelona for start-ups to ground, for entrepreneurs to explore, but one that has this human-share-knowledge-grow-naturally type of “soul” built-in, naturally, in these industrial walls? Not sure I have experiences this before (would love to do though) I would love to pay a visit to other places that feel the soul is there as well. We need more places with soul to grow our businesses along with our hearts!

How does that “soul” feel? It feels on the inside. The person that received us, the talk we have about initiatives, the people sitting there on chairs that may not be in total color-sync with each other, in the industrial-building halls (several floors of space, bar, launch areas, meeting areas…). Right there. The spirit, the soul and I concluded. Betahaus is a philosophy that want people to grow with their projects, investors to meet the creators, creators to get investment, but without the “stiff” structure normally surrounding these “entrepreneurship” environments. “It happens anyway”, he tells us, our host “we do the same thing as any incubator, just that it happens by itself – by its own energy”.

If you are in Barcelona, yes, pay a visit to Sagrada Familia, but don`t forget to visit the Betahaus bar to get some energy, some inspiration and while the world outside is collapsed with crisis, this many-thousands-square-meters-building breaths hope and future. Just generated in a more natural way – in-between people.

Oh, what Betahaus is? I encourage you to find out yourself, but if it would be a one-liner I would say “a working-environment where art, thinking, creativity meet business, success and happiness with the purpose to let people grow along with their start-ups and projects. The rest you need to find out yourself.  

 

Why Corporate Social Responsibility and volunteer programs that make a difference

Corporate Social Responsibility Patricia Polvora speaking

Image taken from the program of this event

Sitting on the train (AVE) in-between Madrid and Barcelona, I reflect on the speech about Corporate Social Responsibility (CSR) and corporate volunteer programs I just held at IESE Business School invited by Kellogg’s. Beside being grateful for the invitation and hoping that my contribution lived up to the expectations of the host and the audience, other thoughts pop-up.

What is the value of having a volunteer organization as part of the activities a company does under the umbrella of “Corporate Responsibility”? Is volunteering a contribution to the total scope of Corporate Responsibility or is it a pure internal employee program? The intention of my short speech was to exemplify how some companies with Corporate Social Responsibility programs also may have a volunteer program with the purpose of giving the employees of the companies the possibility to “make a difference”. Present were several of the most important companies in the country and their stories were “wow” and really making a difference. Some of them had the volunteer program incorporate in the communication organization, others had it under the umbrella Corporate Social Responsibility and some, as my company, as a separate unit.

My key words were:

  • soul
  • vision
  • corporate values

I chose not to enter the debate of if it is or isn´t Corporate Social Responsibility to have a volunteer program, and decided that I would spend my 20 minutes  to convey a message about the core of a volunteer organization, seen from a employee´s point of view and the point of view of the Management Team. I talked about the importance of understanding the volunteer organization as the “soul” of a company and as part of the company´s investment in their employees and/or Corporate Social Responsibility. To make something un-tangible such as the “soul” of a company to something much more tangible. I talked about the importance of linking these activities to the vision, to the mission, to the objectives of the company, to tie it all together so that the employees would understand the fluffy words from a power point presentation at any internal meeting, and make them real through volunteer activities, be able to touch the vision, feel the mission and breath its all essence. I talked about corporate values in its pure state, and how they become understood in the tasks an employee as a volunteer makes out in the field. How they understand, to the very deep of its meaning, the core values of its company just by acting “in the name of” that company. How you, as a volunteer, become the company in the eyes of others out in the field, because when you stand there, on the ground and have been assigned to solve a problem, you are the company and you feel like it. How these words (core values), taken from the same power point slide at an internal meeting, is what you hold tight to when somebody see you as Miss Companyname.

I mentioned what I see happens when you, as a volunteer, return to that company after haven had your experience as volunteer. How you have learned things hard to learn in an office just by living them. Things like teamwork, cooperation, leadership, problem-solving, respect, professionalism and how all this you have learned, now incorporated into your blood, is conveyed in coffee areas, in work-processes, in your day-to-day work. Conveyed, to the extent that it is “contagious” so your colleagues, their families and those that are told the story live the corporate values of your company. And it creates value. Vale for the individual that got the experience, value for the company that gained a motivated, engaged and highly competent worker, value for the society that benefited from your actions. Value that has no price (does somebody dare to put a price on this)? Value that must be appreciated from “the top” to “the bottom”, because in doing so, in creating volunteer organizations that have “soul” that are connected with vision and core values, a company makes their business human, tangible and understood by visualizing all this through their volunteer organization.

And many of the other speakers said the same. Told stories that showed the essence of Corporate Social Responsibility. This gives hope. Social Responsibility is entering the space of a company in a natural way, creating conscious Corporate Social Responsibility organizations and/or volunteer organization and that is extremely important for the future of any worker, company and country.

Do you share this view?

How to work with customer relationship – The role of the Key Account Manager

Who is the person behind the role of Key Account Manager? Who is facing your customer? What characteristics are important to take into account?

A Key Account Manager is the key person in contact with the customer. The person that faces all the good moments, the bad moments, the negotiations…The person behind this role needs to have a set of characteristic. A few of the top (in importance are)

  1. business mind
  2. business attitude
  3. negotiation skills
  4. Feeling

To make sure that this “role” adds value to your customer, to the business to the closure of the contract, you need to make sure that this person is:

  1. knowledge about the service (or well supported)
  2. knowledge about the client
  3. knowledge about the customer needs (how do we help the customer and in what way are we different)

When negotiating price the Key Account manager need to work with “the value” of the product. Arguments such as “I can’t give you a lower price because my costs are too high” are not going to be effective. If the customers know that a competitor of yours gives him lower price, he would know that you have not been able to negotiate with your providers to lower the price (and prices are easy to find out).

It is therefore important to work with “value”. The value is what the customers decide is the value for them (not always what we decide is the value). The price is therefore the “agreement” in-between
a) what you are able to take according to your cost levels
b) your margins
c) but most important, how much the customer wants to pay (what is the value for the customer).

  • When you work with loyalty/retention it is all about satisfaction plus retention
  • When you work with satisfaction it is all about perception minus expectation

A Key Account Manager needs to manage these aspects in order to know how the product or service is valued. Added to this, he/she needs to keep in mind the emotional association related to the product that the customer may have (so you must know your customer!). To the extent that the customer may value more a product when associating to something with high value.

There are many parameters that impact the value:

  1. the brand
  2. the commodity/or incommodity
  3. the professionalism/expertise
  4. Insecurity (can it be replaced, is it possible to return it, doubts…). The Key Account Manager needs to minimize the insecurity

Different types of behavior

  1. Reactive behavior = a person that is not proactive. Not a good profile for a Key Account Manager (for sales, for retention)
  2. Normative behavior = the norms are important for this person. A good characteristic if you work with accounting, if you work with planning, but not as good if you require quick changes as it generates stiffness
  3. Relation driven behavior = persons that are good in creating contacts (very good if the sales person is one-time-shopping) but there is a version of this that relates to retaining the relationship (good characteristic if you are Key Account Manager where the relationship is important)
  4. Result driven behavior = important for any sales person

Three concepts in a negotiation to have in mind

  • Space: Where does the negotiation take place (starting point and breaking point in a negotiation)
  • Frame: What is the framework where the negotiation takes place? (the break through point that the customers doesn’t know and the customers breaking point that I don’t know)
  • Strategy/Tactic: What would be your strategy (there are competitive strategies and collaborative strategies. Competitive is: I win and you lose or we both lose but you lose more. Collaborative is about I lose to make you win or win-win)

Different negotiation styles

  • Direct: good to specify the deal and to close a deal
  • Evasive: good if  you need to put pressure but not too much (make somebody wait).
  • Consensus: trying to find a deal using “conditioning argument”. “I can reduce price if you can… “. This is good in very opened projects.
  • Transactional: good characteristic if you need to bargain
  • Integrator: this is the one than transmits the win-win feeling. This is a good characteristic if you need to create long-term customer relationship

How to create the elevator pitch – storytelling

How do you catch attention? How do you convince a customer about your fantastic product? How do you present “something” in one minute. These are some easy steps to set up your elevator pitch, your argumentation.

Structure of an elevator pitch

Who am I? Introduce yourself by name (this creates a feeling of talking person-to-person, proximity) and explain what you are expert on (why they should listen). You need to transmit that you talk with knowledge about the area, that you are a person worth listening to.
A good start: “Hi, my name is X and I’m expert in…”

What? You need to explain, clearly what you have discovered/found. What is the “news”?
A good start: We have discovered/detected…(what is the novelty) that makes it possible to…/changes/satisfies…

Why? The customers want this because they are tired of/they are not able to
A good start: We believe that the customer want this because…

Note that there is a difference in-between
– need = “I’m aware of what I lack, I`m shorte on but know that I am short on this”
– lack = “I`m not aware of what I lack”

The argumentation is different in these two different cases. What is your product covering?

Who? Companies/the customers is xx and will perceive this service/product as a way to…
A good start: Companies like yours/companies will perceive this as…

For what? What will the customer use this for, in what cases, in what situation, for what.
A good start: The users will use this to ….

What makes us different? the difference of this service/product (compared with the competitors) is that it…Don’t forget to put emphasis (again if needed) on the key benefits of this product/service
A good start: We believe that the customer will perceive this service as better because it…

Steps when talking about your project

When you present a new project/sell your service/product:

  • The first 3 minutes are “why, what, for whom for what reason”. Make sure that the issue/problem of the opportunity is mentioned, who is the target etc). This is to catch attention and to set the scene. 55% of the introduction and catching of the attention is the gesticulation, 38% is tone of voice, speed etc.  (10-15%)
  • How will you do this. First you need to present the conclusion (the goodies), the result. Then you explain how  you came to this conclusion. (75%)
  • For what (the benefit) what can I gain, what you will do (10-15%). The “closure” repeat the conclusion for why and the benefits.

 

Recommending a new blog

My friend and professional in the area of Digital Marketing has launched his new blog: www.josecomerma.com It is one of those places I recommend you to visit (yes, I know it is in Spanish but use Chrome translator and your problem is solved). It will be interesting tho see the development of this blog as it talks about areas related to Digital Marketing: a continuously developing area with new techniques but based on the Marketing basics.

Jose starts to talk about applications and how to create loyal customers with help of apps to trigger impulsive shopping behavior.