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Developing your unique selling point and selling to businesses

Building an Effective Team, Successful Communication and Engagement

Learn the tools and techniques to position your products and services in a way that will attract your ideal customers.

This workshop is part of Enscite, which is a partnership between the University of Derby and Aston University. The programme is funded by the European Regional Development Fund (ERDF).

What is the workshop about?

This session outlines the process, insight and techniques required to develop powerful value propositions that meet your customers’ changing expectations during these challenging times. You will learn what a value proposition is, how it differs from a unique selling point (USP) and why you need a strong value proposition for your organisation. You will also be introduced to the latest tools and frameworks to create your proposition.

The workshop will highlight how an integrated approach in the creation, development and communication of the value proposition can be achieved between product or service solution development, marketing, and sales. Examples from the aerospace, rail and automobile sectors will be introduced to highlight best practice.

What will I learn?

  • Understand the difference between your USP and your value proposition
  • How to use value proposition development frameworks and tools
  • How to identify customer sources of value
  • How to develop a value proposition based on customer insight
  • Techniques to test the strength of your value proposition
  • How to communicate your value proposition across digital and traditional marketing channels

Who should attend?

Individuals who have direct responsibility for, or involvement in the marketing of products and services to businesses. The workshop will appeal to those with experience in their role but lack any formal marketing training and equally to those newly appointed to the marketing function.

The session will help those within other functions to understand the key principles that underlie B2B marketing best practices and enable them to contribute more effectively in support of the marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

What does it cost to attend?

The workshop is part of our Enscite programme which is funded by the European Regional Development Fund (ERDF). This means the workshop is fully funded and offered without any cost to your organisation.

Is my organisation eligible to participate?

To participate, you must work for an organisation that meets the following funding criteria:

  • Part of the automotive, aerospace or rail sector supply chains (not however part of the financial services sector)
  • Based in Derbyshire or Nottinghamshire
  • Fewer than 250 employees
  • No more than 25 percent owned by a large company (i.e. a company that is not an SME)
  • Turnover of less than 50 million euros and/or annual balance sheet less than 49 million euros

Meet your speaker

The workshop will be led by Richard Mayer, who has been actively involved in marketing training and education for over 25 years. Richard has worked for a range of clients both in the UK and internationally including Microsoft, Michelin, Ford, Jaguar Landrover, JCB, Airbus, Aczo Nobel and Sony. His main interest lies in improving professional marketing standards with a focus on marketing strategy, marketing planning and execution, B2B marketing, brand management and marketing communication.

Further B2B marketing workshops

This workshop is part of a series of B2B marketing sessions, specifically tailored to organisations supplying the aerospace, automobile and rail sectors.

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