HP Apollo 9000 400t Uživatelský manuál stáhnout pdf (Strana 21)

Training

Mining Your InstaUed Base

(new)

Find new, untapped rev-

enue sources. Learn about provoc-

ative, new techniques companies

are using to dramatically increase

profits. New ways to tap into hid-

den revenue sources and to link

product and service offerings are

covered. Learn about the ins and

outs of customer loyalty, and how

to unlock incremental, repetitive,

and highly profitable new revenue

streams.

Strategic Business Planning

Learn how to develop strategies

for long-term success. Develop

skills in assessing your marketing

situation, identifying assets you

can leverage, and differentiating

your product from the competi-

tion. Prepare a business plan that

will inspire and focus your

employees.

Efficient Advertisimg Techniques

Convert ineffective advertising

dollars into memorable messages.

Learn how to determine how

much to spend on advertising,

where to spend it, and how. Ac-

quire the skills to recognize per-

suasive copy, direct the creative

activity, and use 10 rules for

effective print advertising.

Marketing Communications

Strategy

Learn what you

should say to customers and how

you should say it. Work in teams

to review case studies, develop

and critique positioning state-

ments, and explore marketing

communications options in detail.

Learn how to turn marketing

strategies into effective communi-

cations, choose the right tools for

Marketing Communications

tics

Learn how to use a variety

of media to implement a success-

ful marketing communications

program. Find out when to use

specific marketing tactics, includ-

ing advertising, telemarketing,

public relations, trade shows,

newsletters, and customer semi-

nars

and how to make them

cost effective.

Develop an understanding of how

to use trade shows to maximize

your company's presence, and

how or when to find outside

agency assistance. Discover how

to establish a realistic budget and

evaluate program success.

Effective Sales Literature

Develop a concept that breaks

through the clutter. Learn the fun-

damentals of planning and devel-

oping sales literature by focusing

on the preproduction stages

re-

search, concept, copywriting, and

design. Learn proven, practical

ideas. Find out what sales litera-

ture can and cannot do, how to

develop the "big idea" for your

brochure, and how to write

provocative copy.

Productive Teleprospecting

Improve market reach and create

new sales opportunities by learn-

ing the ultimate telephone skills

and techniques for selling. Iden-

tify and overcome the behavioral

traps and pitfalls associated with

using the telephone in sales activ-

ities. Discover specific how-tos for

contacting prospects, developing

them into customers, and main-

taining relationships.

1991

Value-Added

Business Conference

a big splash

HP's "Ride the Wave" VAB Confer-

ence at the St. Francis Hotel in

San Francisco, California, on

April 21-24, was a tremendous

success with more than 250 VABs

attending. When asked if the con-

ference met their objectives for

making the trip to San Francisco

and whether it improved their

understanding of HP's

NewWave

Computing strategy, our VABs

rated the conference highly (with

a score of 4 out of a possible 5

points).

The conference marked several

firsts for HP. It was the first

VAB

conference held in San Francisco

and it was the first conference of-

fering sessions for all VABs, both

commercial and technical. In

addition to hearing from HP's

executives about HP's

NewWave

Computing strategy, the VABs

attended workshops on product

updates, marketing and sales

programs, and building business

skills.

The conference highlight was the

Monday evening gala event and

tradeshow featuring HP's newest

products and an exciting trip

along the beach boardwalk featur-

ing lots of food and game booths.

Comments from the VABs indi-

cated that they found the con-

ference to be both a valuable

your budget and objectives, and

Hewlett-Packard reserves the

learning experience and a fun

write a winning communications

right to cancel seminars or

event. When asked if they would

plan.

change prices, dates, and

attend a similar conference next

locations.

year, all of the VABs said, "Yes."

A videotape of the conference

general sessions speakers is

available from your HP

HP Computer Update

VAB

News June

1991

representative.

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