Event Report

Event Report  

Message from Agenda Manager From the 7 to 9th December 2012, Taiwan hosted the regional Asia Pacific External Relations Summit bringing together over 100 team leaders across the region and beyond from the business development and sales function for a three day conference

to strategize and drive for high sales capacity in the network.

Throughout the three days, it aimed to drive the core theme of the summit which was PIONNER TO ACHIEVE, and its objectives of the which were to

•  Collaborate across entities towards overall AP and global sales strategies •  Drive sales capacity and quality of current programs

•  Sense of ownership towards driving for overall regional performance

Using the corporate brand toolkit, comprising of vision, culture and image, it shaped the overall agenda and sessions for the summit to enable members to strongly align

our products to our organizational purpose and effectively communicate it to our external stakeholders.

Overall the conference was a big success and as you read through this report I hope

that the energy and passion comes through. I want to thank our amazing and diverse facilitation team, the organizing committee, AIESEC Taiwan and all the

delegates for their contribution in making this event both possible and empowering.

Yours sincerely, Edwin Seah

AIESEC Singapore Member Committee Sales Training and Events Director

Corporate Brands - TOOL KIT

The Corporate Branding Tool Kit

Who are your stakeholders?What do your stakeholders wantfrom your company?Are you effectivelycommunicating your visionto your stakeholders?

To get the most out of a corporatebranding strategy, three essentialelements must be aligned: vision,culture, and image. Aligning these"strategic stars" takes concentratedmanagerial skill and will. Each elementis driven by a different constituency:

Vision(managers)

Image(stakeholders)

Culture(employees)

Does your company practicethe values it promotes?Does your company's visioninspire all its subcultures?Are your vision and culturedifferentiated from those ofyour competitors?

What images do stakeholdersassociate with your company?In what ways do your employeesand stakeholders interact^Do your employees care whatstakeholders think of the confipany?

VisionTop management'saspirations for thecompany.

CultureThe organization's values,behaviors, and attitudes -that is, the way employeesall through the ranks feelabout the company theyare working for.

ImageThe outside world's overallimpression of the company.This includes all stakeholders -customers, shareholders, themedia, the general public, andsoon.

Are your vision and culture sufficientlydifferentiated from those of your com-petitors? Your vision and culture areyour signature. Together, they are apowerful tool in helping you stand outfrom your competition. Apple is a clas-sic example of a company that success-fully differentiated its vision through itsunique culture. Thanks to Steve Jobs,Apple saw the potential of computers tochange people's everyday lives. Jobs'sinsight and enthusiasm attracted to

Silicon Valley legions of young peoplewho equated Apple with a new way oflife. These computer enthusiasts notonly created a culture that supportedApple as it grew but also altered theshape of the computer industry forever.

The Image-Culture Gap. Misalign-ment between a company's image andorganizational culture leads to confu-sion among customers about what acompany stands for. This usually meansthat a company doesn't practice what it

preaches, so its image gets tarnishedamong key stakeholders. In today'swired world, where word-of-mouthopinion spreads through Intemet chatrooms as quickly as the flu through akindergarten, maintaining a positiveimage is increasingly challenging. Toidentify image-culture gaps, you needto compare what your employees aresaying with what your customers andother stakeholders are saying.

What images do stakeholders associatewith your company? The first step in un-covering an image-culture gap is tounderstand the images that outsidershave of you. These images are both realand perceived-they stem as much froman individual's feelings, thoughts, andopinions as from the facts of your

FEBRUARY 2001 131

About Agenda

TIME 7th 8th 9th 7:00:00 8:00:00

8:00:00 9:00:00 Connect Enable Create

9:00:00 9:30:00 Registration Morning Plenary Morning Plenary

9:30:00 10:00:00

10:00:00 10:30:00

Opening Plenary

Sales Skills MC Strategy Talk Creating our Dream Team

10:30:00 11:00:00

11:00:00 11:30:00

11:30:00 12:00:00

Team Building 12:00:00 12:30:00 Lunch

12:30:00 13:00:00

Networking Lunch 13:00:00 13:30:00 Lunch Creating Possibilities

13:30:00 14:00:00

14:00:00 14:30:00 The Story of APER Summit

Enabling our Programs

Creating AP Legacies 14:30:00 15:00:00

15:00:00 15:30:00

Connecting Asia Pacific 15:30:00 16:00:00

Closing Plenary 16:00:00 16:30:00

16:30:00 17:00:00 Break

MC Strategic Talk 17:00:00 17:30:00

Connecting to our essence 17:30:00 18:00:00 Connecting the Dots

18:00:00 18:30:00 Dinner

18:30:00 19:00:00

Dinner 19:00:00 19:30:00

Enabling Asia Pacific 19:30:00 20:00:00 My Journey, Your Inspiration

20:00:00 20:30:00

20:30:00 21:00:00 Evening Plenary

21:00:00 21:30:00 Evening Plenary

21:30:00 22:00:00 Entity Time

22:00:00 22:30:00 Entity Time

22:30:00 23:00:00

Global Village Taiwan Night 23:00:00 23:30:00

23:30:00 0:00:00

0:00:00 till late

APER Summit Day 1

Story of ER Summit Delegates to understand the origin and creation of the ER summit (from IPM in Hungary by AP MCPs). Delegates to embrace the global GIP numbers to achieve for this year and hear about the outputs created from the first ER Summit in Guangzhou.

Connecting Asia Pacific Delegates have a clear and holistic scope of AP as a region and how it has the potential to grow in GIP numbers and External Relations. T h u s , t h e y w o u l d h a v e a b e t t e r understanding of the region and how they can capitalize on it.

Connecting to our Essence Delegates will be strongly aligned to how our AIESEC products are connected to AIESEC's vision and culture. From there they will be able to effectively communicate AIESEC’s value proposition to present a strong image to their customers

Your Story, Our Inspiration Impactful stories and journeys from our delegates aim to empower and inspire others to act as a source of inspiration and drive for sales excellence.

APER Summit Day 2

Trust Based Selling Delegates will be equipped with essential soft skills to become better sellers. The focus was towards fostering strong relationships with their customers by building trust.

Enabling our Program: GIP ICX For our Global Internship program, delegates were empowered with the skills and techniques behind market research and understanding the overall supply and demand of AIESEC talents. Next, they were introduced to the service blueprint concept in order for them to clearly map out the full process of the GIP delivery for the customers.

Enabling our Programs: External Relations For the External Relations function, delegates were introduced to the steps of product development and had to design and create new initiatives which are potentially relevant to the market. Next, they were introduced to the various sales channels to effectively reach their customers and managing them through CRM.

Enabling Asia Pacific Delegates from their respective entities get to share and profile their Good Case Practice to showcase to the AP network Delegates get to learn from the different networks and implement these GCP in their entity

APER Summit Day 3

Creating a Strong Sales Team Delegates will understand the breakdown of a typical sales force, Laggards, core performers and stars. This session will also indicate the key bottlenecks of sales teams in AIESEC entities. They will also be introduced to the concepts of building a good sales team.

Training, Coaching, Pipeline 101 Delegates will be split accordingly to the various sessions to drive for strong team performance. Pipeline 101 focused on building strong sales capacity in their entity, Training 101 introduced delegates to the concepts behind effective training sessions and Coaching 101 emphasized the important techniques behind being an effective coach.

Creating Possibilities A think tank session for delegates to innovate and collaborate in groups to enhance and drive GIP delivery. They will be allowed to discuss key issues and brainstorm on new initiatives.

Creating Asia Pacific Legacies Delegates will be able to set personal and team goals to achieve targets based on knowledge gained over the summit. There will also be a re-emphasis of the APER Campaign updates, Delegates are able to create and feel a sense of belonging a shared AP Culture to drive for excellence and collaboration

Facilitator Team

Organizing Committee