What are the best hidden persuasion techniques

Business coaching and training for actors from all creative industries

Transcript

1 Creative and strong on the market! Workshop offers 2015 Business coaching and training for actors from all creative industries The creative industries are still a growing economic factor. In many creative industries with hybrid forms of work such as the design industry, architecture, the fashion industry or the new media industry, new challenges arise every day in the project business with clients and network partners. In order to survive in a constantly changing competitive market, your own creative business has to deal with the successful positioning of your own core competencies, with the continuous acquisition of new clients, with a professional cost calculation and with a well-run customer relationship management. With us you will find process-oriented advice, business coaching and a diverse range of seminars to train economic success in creative business. We have been active as independent designers for companies in the creative industries for over 28 years. We know how clients and creative service providers can work together to create a successful collaboration. Under Strong on the market - self-employed in the creative industries, we offer startups, creative small businesses and universities a tailor-made range of topics for further education. We train in lectures and seminars: 1._ Acquisition, self-marketing and job interviews 2._ Price negotiation and negotiation strategies 3._ Hourly rate calculation and legal basics 4._ Positioning and calculation of a fashion label 5._ Financing, provision and security 6._ Networking and recommendation marketing Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 1/15

2 1.1._ Sustainable online and offline acquisition for creative professions Which methods and strategies are useful for my creative business? Professional self-marketing, establishing contacts and acquisition work is a difficult task for many creative professionals. In order to be able to generate new orders and potential customers, an acquisition strategy is necessary that is individually tailored to your own creative company. In this workshop, the most important instruments of the various acquisition methods are conveyed online and offline. The participants learn which acquisition measures make sense for their own business and how the individual tools can be used in a targeted manner to attract customers. You will learn how to build a professional referral network online and offline and how to address important multipliers in order to generate future orders. You will also learn which professional networks are useful for your own creative business. Good preparation for the personal acquisition meeting is the be-all and end-all in professional customer acquisition. Various methods of addressing customers are trained and argumentation strategies are taught with effective formulations against pre- and objections. Existing creative resources and personal potential are highlighted to sharpen your own profile. After analyzing the target group, an individual online and offline strategy for future customer acquisition is developed using an acquisition guide. Practical tips on how to generate future orders and where to meet potential customers round off the workshop. Which online acquisition methods are useful for my business? Which channels do I use online / offline for professional self-marketing? How can I use my creative potential for acquisition work? Development of an acquisition strategy for one's own creative company Sharpening of the personal profile based on one's own portfolio (web + print) Preparation for an acquisition meeting Acquisition and negotiation on the phone From whom does the customer buy and why? Full-day workshop The workshop is aimed at creative small businesses, self-employed people and freelancers. Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 2/15

3 1.2._Successful customer acquisition in the design industry Which methods and strategies are useful for product, communication and media designers? Professional self-marketing, establishing contacts and acquisition work is a difficult task for many creative professionals in the design industry. In order to be able to generate new orders and potential customers, an acquisition strategy is necessary that is individually tailored to the business area of ​​your own creative company. In this workshop, the most important tools of the various acquisition methods are conveyed online and offline for those involved in the design industry. The participants learn which acquisition measures make sense for their own business and how the individual tools can be used in a targeted manner to attract customers. Good preparation for the personal interview is the be-all and end-all in professional customer acquisition. Different methods of addressing customers are trained and argumentation strategies are taught with effective formulations against pretenses and objections. The participants get to know various instruments in order to use the convincing appearance and the successful customer approach for professional self-marketing. Existing creative resources and personal potential are highlighted to sharpen your own profile. It is also taught how to address important multipliers in order to generate future orders. After analyzing the target group, an individual online and offline strategy for future customer acquisition is developed using an acquisition guide. Practical tips on how to generate future orders and where to meet potential customers round off the workshop. Where and how do I reach my potential customers? Where are my niche markets? Which online acquisition methods are useful for my business? Preparation and training of the acquisition discussion Dealing with pretexts and objections - argumentation aids How do recommendations work in the design market? How can I use my creative potential for acquisition work? Development of an acquisition strategy for one's own creative company Sharpening of the personal profile based on one's own portfolio (web + print) The workshop is aimed at product, communication, interior, interface and media designers who offer creative services as small businesses. Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 3/15

4 1.3._ARCHITECTURE MARKETING - The way to order procurement Acquisition methods and order discussions for architects Which acquisition strategies make sense for my architecture office? How do I prepare professionally for a new customer meeting? How do I get in contact with potential clients? Professional self-marketing, establishing contacts and acquisition work is a real challenge for many self-employed people in everyday architecture. In order to be able to generate new construction contracts, architecture projects and potential customers, an acquisition strategy is necessary that is individually tailored to the company's own architecture company. In this workshop, the most important tools of the various acquisition methods are conveyed online and offline for the architecture market. The participants learn which acquisition measures make sense for their own architecture company and how the individual tools can be used in a targeted manner for professional customer acquisition. Meaningful marketing media are just as necessary for a successful acquisition as good preparation for the personal acquisition meeting with the potential client. In the workshop, various methods of addressing customers are trained and argumentation strategies are conveyed with effective formulations against pretenses and objections. Practical tips on how to address important multipliers in order to generate future orders round off the seminar. Where and how can I reach my potential customers / builders? Sharpening your own profile: your own range of services Positioning, specialization and core competencies What is there to market? Preparation of the marketing media Acquisition methods and measures: Ways of winning orders Acquisition guidelines: How do I prepare myself professionally? The personal appearance: self-marketing and the art of convincing The acquisition conversation: Preparations, arguments and implementation Acquisition conversation with private / public clients: role play questioning techniques, benefit arguments and persuasion techniques How do recommendations work in the architecture market? Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 4/15

5 1.4._Successful marketing and acquisition for illustrators How do I position myself successfully on the market in the creative industry? Where are my future markets in the area of ​​editorial, book market, industry and agencies? How and where do I address potential clients? In order to be able to develop economic success, a convincing profile, the right markets and the right marketing strategy are one of the most important marketing instruments for creative professionals. In a constantly changing market, the positioning of one's own art and creative company must constantly adapt to the conditions of competition and new sales channels. In the seminar, the most important marketing instruments are presented online and offline. Professional self-marketing and acquisition work from the first contact to the conclusion of a contract is a difficult task for many creative professionals. But who should sell your services if not you yourself? In order to be able to generate new clients in the creative industries, an acquisition strategy is necessary that is individually tailored to one's own creative company. In this workshop, the most important acquisition methods and strategies for customer acquisition in the creative business are conveyed. The participants learn which acquisition measures make sense for their own creative business and how the individual tools can be used in a targeted manner to attract customers. Practical tips on how to generate future orders and where to meet potential customers round off the seminar. Where and how do I position myself as an illustrator in the market? Where are my niche markets? What Marketing Tools Are Necessary? What online and offline acquisition methods are there? How do I communicate my offer on the different channels? How can I use my creative potential for acquisition work? The art of self-marketing for creative professionals Methods: Keynote speeches and tasks Full-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 Page 5/15

6 1.5._ Successful self-marketing and online sales for arts and crafts Where are the future markets for arts & crafts? In order to be able to develop economic success, a convincing profile, the right markets and the right sales channels are one of the most important marketing instruments for artists and creative professionals. In a constantly changing market in the lifestyle industry, the positioning of one's own art and creative company must constantly adapt to the conditions of competition and new sales channels. Successful self-marketing The first part of the day workshop teaches how a professional, artistic manufacturing company can strengthen its profile and brand presence in order to position itself successfully on the market. On the basis of training courses, the participants get to know various instruments in order to use the convincing appearance and the successful customer approach for professional self-marketing. The workshop teaches how artists and creative professionals can build up a professional referral network. You will also learn which professional networks are useful for your own artistic business and how you can expand your interdisciplinary and cross-sector network. Digital marketing for handicrafts Today, digital self-marketing on various portals and platforms is one of the decisive factors for whether and how our offers can be found. Which communication channels are useful for digital marketing? Using examples, the second part of the workshop will present various platforms for digital self-presentation and online trade in professional handicrafts. Using a selection of the profiles of the participants, tips and tricks on how to optimize your own online presence round off the workshop. Seminar content: Who is my art good for? Where are my niche markets? How do my potential customers find me on the Internet? What art platforms are there? What is successful? Online marketing tools What online channels and platforms are there? Which social media channels are useful for artisans? All-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 6/15

7 1.6._ Successful job interviews How are sales talks for creative services conducted? Even if you are not a sales professional, a successful sales pitch can also be learned as a creative person. The really essential aspects of convincing a potential customer of your creative performance do not only lie in the sales techniques and your offer, but in your customer-oriented behavior and your personal appearance. In the workshop you will learn how to professionally plan your sales talks and confidently convince potential customers of your performance. Conversation, body rhetoric and soft skills are trained in practical exercises. The good preparation for the sales talk Positioning / offer / needs assessment Customer-oriented self-presentation The structure of the sales talk The sales guide Questioning techniques, benefit arguments and persuasion techniques Hidden messages and objections Your personal appearance: Self-marketing and your use of soft skills The art of being a customer advisor Methods: Impulse presentations , Planning tasks and role-playing full-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 7/15

8 2.1._Selling and negotiating are part of daily business! Conducting sales talks professionally and successfully negotiating creative services How are sales talks for creative services carried out professionally? Which negotiation methods lead to success? How do I achieve my goal in a fee negotiation? Even if you are not a sales professional, a successful sales pitch can be learned as a creative person. In the workshop you will learn how to professionally plan your sales and negotiation talks and convince potential customers confidently in the negotiation situation. How can I manage to get adequate remuneration for my creative work through a skillful and confident appearance? When negotiating fees or prices, many creative service providers get into uncertainty, even though their work is of the highest quality. In the workshop the planning of a sales talk, the necessary chains of arguments as well as the own negotiation goals and strategies for a fee negotiation are practiced. In practical exercises, conversational skills, body rhetoric and soft skills are also trained. The good preparation for the sales talk Positioning / offer / needs assessment The structure of the sales talk The sales guide How do I prepare for the negotiation with the client? What is my negotiation goal? How do I act if the customer does not accept my fee offer? How do I meet his objections? Negotiation goals - negotiation strategies Questioning techniques, benefit arguments and persuasion techniques Hidden messages and objections Your personal appearance: Self-marketing and your use of soft skills Training of a negotiation discussion Methods: Lecture, group work, exercises and planning tasks, practical examples, handouts. All-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 8/15

9 Creativity does not come for free! 3.1._Order calculation and price negotiation with the client for creative services in design and media Hourly rate for project calculation - price negotiation: How do I calculate my projects profitably? How do I negotiate the value of my creative service? What types of negotiation and strategies are there? Creative people are not merchants, but the creative work must also be calculated realistically and appropriately remunerated. Because only a professional and convincing offer ultimately leads to the award of the contract. Industry comparisons, correct evaluation methods and controlling instruments belong in the daily creative business in order to be able to survive in the competition. Using specific calculation aids and clear calculation tables, the workshop shows how an order can be calculated realistically and profitably. The necessary basics such as time and cost calculation, the personal hourly rate and annual budgeting are trained. In the workshop, the planning of a negotiation meeting, the necessary argumentation methods as well as one's own negotiation goals and strategies are trained. Different argumentation methods as well as the own negotiation goals and strategies for the price negotiation are shown and practiced with the participants.Professional time recording and project planning of orders Work steps for successful calculation Which services do I offer and how? Creation of your own cost accounting What types of costs are there? Calculation of private and professional costs Budgeting of an annual plan Calculation of your own hourly rate / daily rate / fee Negotiation goals - negotiation strategies Dealing with objections Arguments aids Training of a negotiation discussion Methods: teaching lecture, individual and group work, exercises and planning tasks, practical examples, handouts The workshop is aimed at creative people Small businesses, solo self-employed, and freelancers. Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 9/15

10 3.2_Successful project calculation and legal basics for the self-employed How do you position yourself successfully and legally in the market? What do you have to consider legally when marketing services? The professional competence is high, the fees are low? How are services calculated profitably? In their daily work, freelancers from a wide range of industries are confronted not only with the actual content requirements of their assignments but also with copyright and media law issues. This begins with the design of your own website and accounts in social networks, goes through the acquisition of rights of use for third-party works when performing commissioned work to details of contract design when granting rights for your own creative services to third parties. In addition, with every order the question arises as to how its execution pays off appropriately in order to cover all incurred and running costs and also to generate profits. Which cost factors have to be taken into account in everyday working life, which hourly rates should one demand and how can these be enforced? Program 1:30 pm to 4:00 pm Legal basics for website, social media & order execution Lecture by RA Andrea Schlotfeldt, lawyer for copyright and media law - coffee break & networking 4:45 pm to 7:15 pm Calculation of project orders for freelancers in the Private sector. What is your work really worth? How are project orders costed profitably? Seminar with Dipl. Designer Susanne Diemann, half-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 10/15

11 4.1._Positioning of your own fashion label The ever more diverse range of products and labels presents fashion designers with a number of challenges: On the one hand, it is important to turn your own idea into a successful creation, and on the other, to position and correctly position your own brand communicate. But how do I differentiate myself clearly and effectively from other products and brands? What are the peculiarities and uniqueness of my product / brand? Bringing your own unique selling point in a concise description requires an intensive examination of your own product, your own core competence and the goals and wishes of your own person. Knowing about certain marketing instruments is helpful. After an introduction to the basics of marketing, the focus of the workshop is on the development and formulation of the unique selling points using the participants' own products in order to develop a basis for their own marketing concept. Half-day workshop 4.2._How do I calculate lucrative prices for my fashion label? The idea is mature, the material is available, the prototype has been manufactured, but how do I calculate my collection or the individual creation in an economically profitable manner? What is the realistic price for my product on the market? What different factors such as material, transport, advertising have to be taken into account? What influence do types of production such as one-off, small series or large-scale production have on pricing? How do various sales structures such as shops, trade fair presence and online trading affect the sales price? The focus is on a specific calculation model, which can be used to realistically calculate the production and sales price. The workshop teaches how to work with this calculation model and how to apply it to your own product / label. Half-day workshop Target group: Beginners and founders in fashion design Content and concept: Susanne Diemann, Eva Vorkoeper 2015 Page 11/15

12 5.1._Business Basics for Creatives Financial Management - Security - Provision - Funding - Financing Solid financial management and professional controlling instruments belong in the daily creative business in order to be able to survive in competition. Using exemplary calculation tables, the workshop will show how a project assignment can be calculated realistically and profitably. The necessary basics such as time and cost calculation, the personal hourly or fee rate and annual budgeting are taught. In the workshop, the most important prerequisites for securing old-age provision for creative professionals are presented, as well as possibilities for promoting and financing creative small businesses. General information on the financial management of creative professionals Calculation of private and professional costs / What types of costs are there? Budgeting an annual plan Calculating your own hourly rate / daily rate / fee Securing your retirement provision (artist's social security fund, private provision) Promotion of starting a business and securing financing through loans / microcredits / subsidy for venture capital / sponsoring / crowdfunding Half-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 12/15

13 6.1._From active networking to a professional recommendation network Where can creative professionals network sustainably, regionally and supra-regionally? Which online and offline networks make professional sense? A good network is the most important resource for creative professionals and actors in the cultural industry. Networking and referral networks are one of the most important marketing tools for creative small businesses. Our contacts and relationships are multipliers who multiply our recommendation. With professional networking, long-term partnerships can be won and potential customers generated. Expanding your own network and contacting important sources of inspiration is necessary in creative professions in order to be able to grow beyond the boundaries of your own industry. The workshop teaches how online and offline contacts can become sustainable relationships and how these can be used professionally to build up your own network of relationships. It also provides important tips for good networking and relationship management. On the basis of training, basic rules for networking are tested and existing regional and national networks for the creative industries are presented. How do I set up a professional contact network? Sharpening your own profile: Positioning in the network Which network activities online and offline are useful for my industry? Which professional networks do I need? How does a referral network work? What do I need to know about good relationship management? Half-day workshop Content and concept: Susanne Diemann, Eva Vorkoeper Contact person: Susanne Diemann T: I Content and concept: Susanne Diemann, Eva Vorkoeper 2015 Page 13/15

14 Susanne Diemann has been a freelance designer in the field of product and interior design for 28 years. She develops sophisticated room concepts and interior decorations for corporate events and photo shoots. Her clients are companies in the private sector, magazine publishers and agencies in the field of advertising and PR. Through her many years of experience, she has bundled the most important professional core competencies and prepared them as workshop topics for actors in the creative industry. Susanne Diemann has been teaching business success factors for creative professions since 2008. She regularly organizes lectures and workshops for founders and self-employed people in the creative industries with various institutions. References: Hamburg Kreativgesellschaft, Hamburg Chamber of Architects, Bella Donna Bremen ev, Gründerinnen Consult Hannover, Frauenwirtschaftszentrum Hamburg, Thuringian Agency for Creative Industries, Institute of Design Hamburg, HAW Hamburg, DJV Hamburg, Halle Transferzentrum, Gibichenstein Castle, women on the work situation in Kiel, as well as various individual consultations . Susanne Diemann has been a member of the designerinnen forum e.v. since 1993. and has since been actively committed to the economic success of women in creative professions. Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 14/15

15 Eva Vorkoeper has been self-employed as a fashion designer in Hamburg since graduating from the University of Applied Sciences in 1998 with the label ev_clothes and accessories. The focus is on the development of concepts and collections for her own label and for companies in the field of fashion and interior accessories, she founded the design cooperative "evbgk" with the textile designer Bettina Göttke-Krogmann, a label for unusual textile home accessories. She presented both companies to a global audience at international trade fairs, including Maison & Objet in Paris and Interieur Lifestyle in Tokyo. Together with the designer Susanne Diemann, she developed the 2005 initiative Stark am Markt - Independent in the creative industry and offers lectures, workshops and individual coaching for professional development. Since 2008 she has taken on teaching positions such as at the Wandsbek art school, the JAK (Academy for Fashion Design) and organizes workshops such as in the Transfer Center / Burg Giebichenstein / Halle. Eva Vorkoeper has been an active member of the designerinnen forum e.v. since 2001. Content and concept: Susanne Diemann, Eva Vorkoeper 2015 page 15/15