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20 seminars to enhance your chances for success

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AN AMA BLENDED LEARNING

SEMINAR

AMA Blended Learning—a dynamic andeffective blend of live training, online tools,resources and events that provides the founda-tion for greater subject mastery and measurable performance metrics to back it up.

AMA’s most popular seminars

AMA's Advanced Course in Strategic Marketing . . . . 12

New! Building and Maintaining Your Organization’sReputation: Surviving a Crisis. . . . . . . . . . . . . . . . . 13

How to Write a Killer Marketing Plan. . . . . . . . . . . . . 13

OF RELATED INTERESTAMA’s 5-Day “MBA” Workshop . . . . . . . . . . . . . . . . 14

Fundamentals of Finance and Accounting for Non-Financial Managers . . . . . . . . . . . . . . . . . . . . 15

Essentials of Project Management for the Non-Project Manager. . . . . . . . . . . . . . . . . . . . . . . 16

Strategies for Developing Effective Presentations Skills . . . . . . . . . . . . . . . . . . . . . . . . 16

SELLING TECHNIQUESFundamental Selling Techniques for the New or Prospective Salesperson . . . . . . . . . . . . . . . . . . . . . . 1

Principles of Professional Selling . . . . . . . . . . . . . . . . . 2

Strategic Sales Negotiations . . . . . . . . . . . . . . . . . . . . 3

Fundamentals of Sales Management for the Newly Appointed Sales Manager . . . . . . . . . . . . . . . 4

Customer Service Excellence: How to Win and Keep Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Territory and Time Management for Salespeople . . . . . 5

Selling to Major Accounts: A Strategic Approach. . . . . 6

Advanced Sales Management . . . . . . . . . . . . . . . . . . . 7

New! Winning the Dreaded RFP . . . . . . . . . . . . . . . . . 8

AMA Certificates in Sales and Marketing. . . . . . . . . . . 8

MARKETING SKILLSFundamentals of Marketing: Your Action Plan for Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Planning and Developing New Products. . . . . . . . . . . 10

Successful Product Management. . . . . . . . . . . . . . . . 10

Leveraging Social Media to Engage Customers and Build Your Brand . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Attendance at seminars in this booklet contributes to the requirements for earning an AMA Certificate—a recognized symbol of achievement in the businessworld. For information on how to qualify for an AMA Certificate, as well as specialdiscount pricing, visit www.amanet.org/certificates or call 1-800-262-9699.

AMA CERTIFICATE PROGRAMS

TA B L E O F C O N T E N T S

AMA’s Live Online Seminars offer the same high-caliber faculty andengaging content as the classroom seminar—on your desktop.

To consistently do your best work, you need to master a widevariety of skills. If you fall short in any one area, the results you get will be

affected—especially if a competitor happens to excel in that area. AMA’s salesand marketing courses give you the opportunity to work on specific skills that

can make the difference between okay performance and outstanding performance.When you take an AMA Seminar, you’ll interact with and gain inspiration from peers

who have similar goals; you’ll get fresh insights from a course leader who has “beenthere” and learn proven methods to help you increase the chances of hitting your goals.

As you look through these pages, be sure to check out our two newest seminars: Winningthe Dreaded RFP (page 8) and Building and Maintaining Your Organization’s

Reputation: Surviving a Crisis (page 13).

Can’t get away for training? Select AMA seminars are now available Live Online. Look forcourses in this booklet with the Live Online Seminars icon.

www.amanet.org REGISTER for an AMA seminar today and SAVE $200Also consider AMA’S ANNUAL PASSES for ultimate savings and flexibility!

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Are you “taking aim” at the skills that can help you improve results?

1All AMA seminars are GSA approved and can be delivered onsite 1-800-262-9699 www.amanet.org

SELLING TECHNIQUES

Fundamental Selling Techniques for the New or Prospective Salesperson SEMINAR #5510

Start your sales career the right way—with this intensiveintroduction to selling.

Because of the mounting pressure facing salespeople in today’s tough economy,this challenging profession is becoming even more competitive. But manyprospective sales professionals don’t have a solid foundation and understandingof the fundamentals of selling. This intensive, highly interactive 2-dayintroduction to the art of selling will equip you with the vital, cutting-edge skills you need to achieve your expected sales outcomes and improve yourperformance even in difficult times.

BENEFITS OF ATTENDING• Identify the behaviors and skills of asuccessful sales professional

• Describe different types of selling models• Identify elements of the sales framework• Understand prospecting basics and beable to conduct a sales call

• Use a customer-centered selling approachto provide value

• Choose a closing technique to earn thebusiness

• Complete a formula to achieve salesgoals

• Manage the customer relationship on anongoing basis

• Develop an action plan to apply your new skills

TOPICS COVEREDUnderstanding the Importance of Salesto an Organization• Sales and its organizational role• The customer’s buying cycle process• Unique aspects of sales functionscompared with the rest of anorganization

• How the sales function creates marketopportunities

Behaviors, Characteristics and Skills of aSuccessful Salesperson• Identifying successful selling skills• Defining a sales success model• Characteristics of a successful salesperson

The Various Selling Models and the Sales Framework• Characteristics of different selling models, types and structures

• Defining the sales framework

Planning for the Business• Calculating and setting goals based on your sales quota and plan

• Analyzing the territory• Conducting account research• Planning your calendar to achieve sales goals and build a sales pipeline

• Identifying resources and methods of generating leads

Finding and Qualifying New Business• The “Find and Qualify New Business”process

• Defining categories of customers• Strategies to respond to common new business objections

Earning the Business• The “Earn the Business” process • Ways of opening a call• Questioning techniques to discover and confirm needs

• Strategies to present options/solutionsand gain incremental agreement

• Strategies to handle customer objection• Closing techniques to negotiate and get the sale

Delivering the Business• The “Deliver the Business” process• The 3 Cs: Coordinate, Communicate andConfirm with your customer

Managing the Relationship• The “Manage the Relationship” process• Technologies or methods for maintainingcustomer information

• Strategies to maintain communicationwith a customer

WHO SHOULD ATTENDSalespeople, sales support, as well as potentialcandidates for sales positions who want tobuild and revitalize their existing selling skills.

Classroom Schedule

March 7-8 . . . . New York, NY. . . . . 5510-FHN-01203April 18-19 . . . Chicago, IL . . . . . . . 5510-FHN-01206April 29-30 . . . Atlanta, GA . . . . . . 5510-FHN-01207May 16-17. . . . New York, NY. . . . . 5510-FHN-01208June 3-4. . . . . . Chicago, IL . . . . . . . 5510-FHN-01209June 20-21. . . . San Francisco, CA. . 5510-FHN-01210July 1-2 . . . . . . New York, NY. . . . . 5510-FHN-01212July 15-16 . . . . Los Angeles, CA . . . 5510-FHN-01211Aug. 15-16 . . . Chicago, IL . . . . . . . 5510-FHN-01214

2 days/1.2 CEUs/12 SMPS CEUs$2,095/AMA Members $1,895AMA Members save $200

AMA is approved by the Society for MarketingProfessional Services (SMPS) to offer SMPS CEUs.This course qualifies for 12 CEUs toward yourrecertification as a Certified Professional ServicesMarketer (CPSM). For more information pleasevisit www.cpsmnow.org

www.amanet.org/5510

Monday-Thursday 2-5 pm ET • 4 LessonsMay 6-9 . . . . . . . . . . . . . . . . . . . . . . . . . .5510-FHN-01218Aug. 12-15 . . . . . . . . . . . . . . . . . . . . . . . .5510-FHN-01219

1.2 CEUs/ 12 SMPS CEUs $2,095/AMA Members $1,895

2 For additional dates and locations or to register—1-800-262-9699 www.amanet.org

SELLING TECHNIQUES

Principles of Professional Selling SEMINAR #5520

Benefit from today’s advanced consultative approach to selling.

Thousands of sales pros have prospered by attending AMA’s most popular salesseminar. This highly interactive course guides you through the entire sales processand incorporates the most modern sales methods today—consultative/solutionsselling. Plus, through role-play exercises, you’ll practice, reinforce and experiencefirsthand the advanced techniques you’ve learned.

BENEFITS OF ATTENDING• Develop a master plan to manage thesales process

• Win the confidence and trust ofprospects

• Successfully sell on a consultative levelusing effective interviewing techniques

• Effectively communicate your product/service superiority over that of thecompetition

• Build long-term sales relationships byoffering solutions—not just products

• Increase your success by takingadvantage of your personal selling style

• Uncover any hidden customer resistanceand overcome any objection

• Know when—and how—to close the sale

TOPICS COVEREDDefining Professionalism• Goal setting and career planning• The habits of productive salespeople• Having the right attitude and motivation

Planning• Using competitive analysis to gain morebusiness

• Generating an account profile of yourbest customers

• Identifying key contacts in each of youraccounts

• Pre-call planning

Effective Listening• Definition and elements of listening• The barriers to effective listening• Increasing your ability to listen whileconversing with customers

Personality Styles• Identifying your own personality style—and those of others

• Modifying your sales approach to match the personality style of yourcustomer

Consultative Selling• Being a customer’s supplier vs. being his or her problem solver

• The concept of consultative selling• Learning the value-added sellingapproach and method

The Sales Process• The elements of the sales process• Applying the skills associated with each step of the sales process

• Conducting effective sales calls—from the initial greeting to the finalcommitment

• Evaluating your presentation—andcritiquing those of others—to reinforcewhat you’ve learned

New Business Development• Developing new business whilemaintaining existing accounts

• Qualifying the business opportunity:Where is your time best spent?

• Making a prospecting call—by phone or in person—to a potential customer

Territory and Account Management• Creating a plan for growing your territoryor account base

• How to meet and exceed your quotas • Managing key-account as well as key-prospect relationships

Time Management• Prioritizing your work • Using technology to become moreproductive

WHO SHOULD ATTENDSales professionals with a minimum of oneyear of sales experience, veterans who wantto refresh their sales skills and managerswho want to train salespeople.

Note: This course is not for beginners. If you’re new to sales, we recommendFundamental Selling Techniques for the Newor Prospective Salesperson (seminar #5510),page 1.

Classroom Schedule

March 11-13 . . New York, NY. . . . . 5520-FHN-01036March 13-15 . . Los Angeles, CA . . . 5520-FHN-01032April 17-19 . . . Chicago, IL . . . . . . . 5520-FHN-01039May 8-10. . . . . Atlanta, GA . . . . . . 5520-FHN-01040June 10-12. . . . Chicago, IL . . . . . . . 5520-FHN-01041June 24-26. . . . New York, NY. . . . . 5520-FHN-01042July 29-31 . . . . San Francisco, CA. . 5520-FHN-01047Aug. 7-9 . . . . . Chicago, IL . . . . . . . 5520-FHN-01044Aug. 12-14 . . . Atlanta, GA . . . . . . 5520-FHN-01045

3 days/1.8 CEUs$2,345/AMA Members $2,095AMA Members save $250

Tuesday and Thursday 2-5 pm ET • 4 LessonsMay 7-16 . . . . . . . . . . . . . . . . . . . . . . . . .5520-FHN-01038

1.2 CEUs • $2,345/AMA Members $2,095

www.amanet.org/5520


SELLING TECHNIQUES

Strategic Sales Negotiations SEMINAR #5535

Today’s purchasers are more attuned to the “real value” ofwhat they’re buying.

Influence them and improve your profits. Regain the seller’s advantage overtoday’s more sophisticated purchaser. Learn the tools, techniques and savvynegotiating tactics that enable you to influence your buyer’s perception of cost,value and benefits. Close the sale by maintaining a flexible position thatsuccessfully counters your buyer’s negotiating moves.

BENEFITS OF ATTENDING• Improve sales margins and closing ratios • Influence how customers view yourproduct’s costs, benefits and value to them

• Anticipate buyer behavior and turn it intoan advantage

• Establish your credibility with the buyer • Develop confidence-building skills thatmaintain your control of negotiations

• Be ready to justify your price whenmeeting price specifications

• Use creative advantages to countercompetitive offers

TOPICS COVEREDThe Role of the Professional Salesperson• Manipulative selling and consultativeselling

• Key responsibilities of professionalsalespeople

The Role of the Buyer• Viewing the sales negotiation processfrom the customer’s viewpoint

• The concept of selling profitable deals• Effectively analyzing the financial aspectsof a deal

• Becoming more aware of yourperceptions of the sales negotiationprocess

• Learning how to sell to a sophisticatedbuyer

• Common ploys and countermeasures in sales negotiations

Redefining the Role of the ProfessionalSalesperson• Understanding a typical buyer’smotivation in most situations

• Effectively differentiating yourself fromyour competition

• Understanding the consultative salesprocesses

• Differentiating between selling andnegotiating

• The importance of selling first,negotiating last

• Handling premature negotiation pressurefrom the buyer

• When and when not to negotiate

The Sales Negotiation Process• Identifying the elements of an offering• How to identify negotiating chips• Assessing and defining your negotiatingauthority

• How to create value that offsets the needto make concessions

• The value of maneuvering room andconcession planning

Using Powerful Sales NegotiationPlanning Tools• Establishing settlement ranges in advance• Planning for concessions• Understanding the sales negotiationplanning instrument

• Providing feedback on the salesnegotiation process

Win-Win Sales Negotiations• Determining if a sales negotiation was a winner for both sides

• Critical mistakes to avoid in salesnegotiations

• The importance of following throughafter the negotiation is completed

• Evaluating your effectiveness in salesnegotiations—and developing animprovement plan

Increasing Your Personal Power in Sales Negotiations• Assessing the relative strategic positionsof the parties to a sales negotiation

• Knowing the sources of real andperceived power

• Understanding the four primarynegotiating styles—and the goals andfears that motivate each style

• Applying strategies to favorably influenceeach of the four styles

• Effectively persuading buyers who aredifferent from yourself

Tips for Achieving Success as a Sales Negotiator• Being more aware of key elementswhich lead to success in salesnegotiations

WHO SHOULD ATTENDSales professionals, sales managers, executives,contract negotiators and anyone involved inthe negotiating process.

Note: Some sales experience is necessary.

Classroom Schedule

March 21-22 . . New York, NY. . . . . 5535-FHN-00181April 8-9 . . . . . Chicago, IL . . . . . . . 5535-FHN-00185May 6-7. . . . . . San Francisco, CA. . 5535-FHN-00186June 24-25. . . . Atlanta, GA . . . . . . 5535-FHN-00191July 1-2 . . . . . . Chicago, IL . . . . . . . 5535-FHN-00187Aug. 26-27 . . . New York, NY. . . . . 5535-FHN-00188


www.amanet.org/5535


SELLING TECHNIQUES

Achieve success as both a management team player andyour sales group’s team leader.

This highly interactive seminar provides you with a foundation of critical-to-success management skills—from proven communication techniques…to interviewing tools that ensure the most appropriate salesperson is hired…to establishing an effective training program…to a six-step coaching process that helps you make the most out of each sales team member’s potential.

BENEFITS OF ATTENDING• Make a smooth transition from talentedsalesperson to expert manager

• Win respect by building yourmanagement skills

• Ensure your team’s productivity throughrecruiting, training and coaching skills

• Effectively plan—and target—customersand territories

• Successfully plan your logisticaloperations and organizational structure

• Pick up time-management techniquesthat work

TOPICS COVEREDMaking the Transition to Management• Distinguishing between team leader andteam player…between being a peer vs.managing former peers

• Task management vs. peoplemanagement

• Understanding your style—and those ofyour employees

Understanding ManagementCommunication Styles• Analyzing your strengths and weaknesses—and those of each team member

• Team advantages and disadvantages• The internal motivation theory

Objectives and Planning• The planning model• Creating the mission statement: the ultimate outcome

• Developing SMART goals—specific,measurable, attainable, relevant,trackable

Recruiting and Interviewing• Recruiting successfully• Discovering the best sources forcandidates

• Effective interviewing—a three-phasedapproach: person, position, placement

Training• Creating for—and presenting informationto—the salesperson

• The learning curve• The Reinforcement Theory

Delegating• What can—and cannot—be delegated• Characteristics of appropriate delegation• Time management techniques

Coaching and Counseling• Taking a positive approach to problemsolving

• Developing a win-win appraisal or goal-setting system

• Managing salespeople from a distance

Team Building• The characteristics of a team• Applying the principles of team building• Running team-based projects• Six steps to becoming a team leader

WHO SHOULD ATTENDNewly appointed or prospective sales managers who need the tools to respond to customer, team and company needs.

Note:More experienced sales managersshould attend Advanced Sales Management(Seminar #5598), page 7.

Classroom Schedule

March 4-6 . . . . Chicago, IL . . . . . . . 5227-FHN-01078April 24-26 . . . San Francisco, CA. . 5227-FHN-01087May 6-8. . . . . . New York, NY. . . . . 5227-FHN-01085June 24-26. . . . Chicago, IL . . . . . . . 5227-FHN-01086July 8-10 . . . . . Atlanta, GA . . . . . . 5227-FHN-01088Aug. 7-9 . . . . . New York, NY. . . . . 5227-FHN-01089


Fundamentals of Sales Management for the Newly Appointed Sales Manager SEMINAR #5227 www.amanet.org/5227


SELLING TECHNIQUES

Customer Service ExcellenceHow to Win and Keep CustomersSEMINAR #5165

Providing better, faster service will keep yourcustomers coming back.

Quality service will give you the competitive advantage you need to survive in a tough business climate. In today’s customer-oriented business environment, people skills are critical forpersonal and organizational success. How you handle yourcustomers can directly affect your individual goals as well asyour team’s and company’s performance. This seminar gives youthe skills you need to enhance customer relationships andsecure an overall competitive advantage.

BENEFITS OF ATTENDING• Deliver better, faster service and increase customer satisfaction• Learn how to gain and maintain repeat business• Know what customers expect• Increase your credibility with customers—and your value toyour organization

• Manage stressful situations more effectively• Recognize the signals of customer irritation—and how toquickly find a workable solution to your customer’s problem

TOPICS COVERED• The benefits of excellent service• Focusing on customer service success• How customer service creates revenue • Why customer satisfaction is based on perceptions• Focusing on customers’ top two expectations to save time andreduce stress

• Managing customer expectations by personality style• Dealing with difficult customers• Responding effectively to specific customer behaviors

WHO SHOULD ATTENDCustomer service representatives, technical and support personnel,field service representatives, account managers, credit and billingspecialists, small business owners—as well as managers who wantto reinforce their skills and train their staffs.

Classroom Schedule

March 18-19 . . . . . . . . . San Francisco, CA . . . . . . 5165-FHN-00247April 18-19 . . . . . . . . . . New York, NY . . . . . . . . . 5165-FHN-00258June 10-11 . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5165-FHN-00259Aug. 12-13 . . . . . . . . . . New York, NY . . . . . . . . . 5165-FHN-00261

2 days/1.2 CEUs$1,895/AMA Members $1,695

AMA Members save $200

Territory and TimeManagement for SalespeopleSEMINAR #5289

Learn to make the most productive use of yourtime as you mine your territory for sales.

Poor territory management leads to missed opportunities andmeager results. Time is a salesperson’s most valuable asset. Losthours mean lost sales and lower earnings. To survive in today’sfiercely competitive marketplace, you need the best productivitytraining you can get.

BENEFITS OF ATTENDING• Control your territory with strategies that help you valueaccounts, target prime prospects, penetrate accounts andmaximize coverage

• Stretch your selling day and spend more time with yourcustomers

• Plan effectively and avoid losing sales to better organizedcompetitors

• Sell more, earn more and accomplish more• Set goals and priorities to maximize your selling effectiveness• Increase selling time by minimizing distractions andprocrastination

• Make more productive use of travel time• Strike a balance between personal and professional goals

TOPICS COVERED• How goals, attitudes and organizational skills impact territoryand time management

• Managing your territory: assigning account priorities accordingto opportunity and probability

• Managing your time: setting and working with goals andquotas

• Getting organized: planning your day to accomplish what’simportant

• Managing information: improving your electronic communication,organizing your paperwork and making your CRM (CustomerRelationship Management) system work for you

• “Territory bandits” and “time burglars”: the causes of territoryand time management problem

• Additional writing templates for salespeople

WHO SHOULD ATTENDSales representatives, account executives, sales managers and allsales staff with customer or field responsibilities.

Classroom Schedule

Feb. 28-Mar. 1 . . . . . . . . San Francisco, CA . . . . . . 5289-FHN-00171May 2-3 . . . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5289-FHN-00172June 10-11 . . . . . . . . . . New York, NY . . . . . . . . . 5289-FHN-00173July 1-2 . . . . . . . . . . . . . Arlington, VA. . . . . . . . . . 5289-FHN-00174


Monday and Wednesday 2-5 pm ET • 4 LessonsFeb. 25-Mar. 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5165-FHN-00246July 8-17 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5165-FHN-00260

1.2 CEUs • $1,895/AMA Members $1,695

www.amanet.org/5289

www.amanet.org/5165


SELLING TECHNIQUES

Selling to Major Accounts A Strategic Approach SEMINAR #5235

Get the highest sales results with the least investment oftime, effort and money.

Today’s successful sales professionals are more than just tactical pros. They’restrategic experts who focus resources only on the opportunities that produce thelargest return of profitable sales, repeat business and referrals.

Save time, money and hassle by developing a strategic selling plan that clarifieswho to call on, why your offer matters to them, what it takes to win their long-term relationship and how to move them along the pipeline quickly. Learn how to design a sales strategy that enables you to identify the key success factors,pinpoint your best prospects and rule out accounts with little potential.

BENEFITS OF ATTENDING• Enhance sales performance whileexpending less time and energy

• Gain more new, repeat and add-onbusiness

• Increase sales rep morale and motivation• Shorten the sales cycle by identifying and removing internal and externalbottlenecks

• Reduce the number of “DOA” accounts• Become more efficient at accountmaintenance

• Create a clear sales plan that keeps youorganized

• Learn systematic ways to get referralsfrom existing customers

TOPICS COVEREDThe Changing Sales Environment: The Salesperson as Strategist• Today’s competitive landscape• The difference between strategy and tactics

• The core concepts of strategic selling:understanding ROITEM (Return onInvestment of Time, Effort and Money)

• The what, why and how: the desiredoutcome…the value of matching youroffer’s strengths with your market’sneeds…effective selling tactics

Developing the Strategic Selling Plan:Thinking “Big Picture”• Defining the quantitative and qualitativestrengths of your offering

• Creating the profile of your ideal prospect

Establishing Goals, Objectives andIndicators• Identifying your revenue goals• Defining the non-revenue elements of the selling process: prospect and sales rep behaviors

• Identifying internal resources

Skills Needed for Selling Strategically• Understanding buyer behavior• Gaining and maintaining rapport• Managing objections: a five-step process• Asking for the order• The art of getting referrals

Qualifying Your Best Opportunities: Your Likeliest Sources for ROITEM• Ruling out the non-starters: decidingwhether the prospect’s needs, desires and preferences offer you a profitableopportunity

• Investing in the right opportunities:moving prospects to the next critical step

The Salesperson as Relationship Manager• Developing a timeline for the entireselling process

• Business development vs. businessmaintenance

• Creating a territory strategy

Presenting the Solution• Testing the recommended solutioninformally with the senior decision maker

• The need for—and format of—a formalpresentation

• Presenting value

Managing Your Sales Pipeline• Spreading the risk: the importance of managing many opportunitiessimultaneously

• Using leverage to maximize your potential:barring competitor entry…creatingrelationships that result in active referrals

Tracking Pipeline Performance: The Ultimate Success Factor• Establishing target quantities and dates• Checking performance against plan formaximum effectiveness

• Managing your pipeline by fact

WHO SHOULD ATTENDSales professionals, including account managers, sales representatives and salesexecutives—as well as sales managers, vice presidents and directors of sales and marketing who are seeking best-practicetechniques used in selling today.

Note: A mini mum of three years of salesexperience is recommended.

Classroom Schedule

March 11-13 . . Las Vegas, NV. . . . . 5235-FHN-00146April 3-5 . . . . . Chicago, IL . . . . . . . 5235-FHN-00148June 19-21. . . . New York, NY. . . . . 5235-FHN-00149July 15-17 . . . . Chicago, IL . . . . . . . 5235-FHN-00150Aug. 7-9 . . . . . San Francisco, CA. . 5235-FHN-00151


www.amanet.org/5235


SELLING TECHNIQUES

Advanced Sales Management SEMINAR #5598

Learn how to ensure your team’s success.

Attend this advanced program and keep pace with all the business and humanresources issues that are affecting sales management today. Discover can’t-failtechniques that have already benefited thousands of your colleagues—and thathave made this seminar the number-one choice for those who want to becomemore effective sales managers and advance further and faster in their careers.

BENEFITS OF ATTENDING• Understand the business dynamics thatimpact sales team success

• Recruit, hire and develop the top sales stars

• Measure and maximize sales teamperformance and results

• Establish results-oriented goals for todayand for the future

• Effectively counsel your difficult or“problem” team members

• Develop into a successful sales teammanager by applying proven leadershipprinciples

TOPICS COVEREDWhat Is Your Strategy?• The changing world of sales management • What’s expected of you? • Knowing the business realities: situationalanalysis —You and your company, sales team,products/services

—Your industry and competitors—Your customers and their customers—The general environment

• Customer values benchmarking • Developing critical objectives

Planning for Today and Tomorrow• The value of planning• A snapshot of today• Tomorrow’s trends: scenario andsimulation planning

• Identifying and prioritizing corporateobjectives

• Clarifying short-, intermediate- and long-term goals

• Creating mission and vision statementsfor your sales team

• Determining resource requirements and availability—Internal and external resources—Identifying key players and theirmotivators

• Ensuring corporate alignment

Building the Professional Sales Force• Establishing performance objectives andmeasurements

• Raising the bar for existing sales teammembers

• Using new performance standards when hiring

Finding the Talent• Recruiting and hiring: interviewing bestpractices

• Legal and ethical ramifications ofrecruiting and hiring

• Protecting yourself and your corporation

Strengthening Your Sales Team• Linking organizational processes• Selecting and implementing criticaltechnologies—Understanding evolving technologiesand software

—Using technology as a point ofdifferentiation

• Effective training and developmentinitiatives

Compensation Programs That DriveSuperior Performance• Weighing compensation plan variations• Watching for negative results• Fine-tuning the plan• Making the plan fair for everyone

Measuring and Managing Performance• Evaluation tools—Assessing the changes in the territoriesand the marketplace that impactperformance

—Evaluating performance against potential—Recognizing individual challenges

• Forecasting tools—Identifying all contributors to a forecast—Using the forecast to plan resourcerequirements

• Communicating the results to seniormanagement

Coaching and Counseling• Coaching skills to improve performance• Moving from directing to empowering• Creating a motivational environment• Counseling the problem team members• Managing dismissals intelligently• Legal considerations

Looking Towards the Future• Creating career development plans forsales team members

• Succession and legacy planning• Characteristics and competencies of great leaders

WHO SHOULD ATTENDSeasoned sales managers who want torefine sales planning techniques, build leadership skills and become more powerfuldecision makers, motivators, communicators,coaches and counselors.

Classroom Schedule

April 22-24 . . . Chicago, IL . . . . . . . 5598-FHN-00679May 13-15. . . . San Francisco, CA. . 5598-FHN-00682June 3-5. . . . . . Atlanta, GA . . . . . . 5598-FHN-00683July 17-19 . . . . Chicago, IL . . . . . . . 5598-FHN-00681


www.amanet.org/5598


NEW!Winning the Dreaded RFP SEMINAR #5201

See why most Requests for Proposals (RFPs) fail—and learnto write ones that win.

RFPs are on the rise because more and more companies are being forced to use them foralmost any kind of project work—but these businesses end up spending huge amountsof effort completing RFPs that just go nowhere. Wouldn’t it save time, money and energyif you had specialized, proven skills to help you know exactly how and what to do withan RFP? This hands-on seminar explains precisely what you need to know about RFPs andwill show you how to navigate the entire RFP process. You’ll actually write your own RFPand get feedback from an expert on how you could increase its potential for success.

TOPICS COVERED• Answering to win—not just to answer• Doing the numbers: quickly calculatingthe ROI of an RFP response

• Understanding why generic rejectionletters result from generic RFP writing

• Writing for your reader: breaking downthe RFP form to match their needs

• Making the numbers talk: framingfinancial quotes, bids and estimates

• Focusing on the incumbent/highestpotential competitor

• Five characteristics of winning RFP writers

WHO SHOULD ATTENDDepartment heads, business developmentexecutives, account managers, marketingmanagers, sales professionals/managers, PRmanagers, communication managers, procure-ment and purchasing managers and all otherswho need proven RFP writing skills.

SELLING TECHNIQUES

Gain Greater Skill, Confidence and Professional Recognition!

AMA Certificate in Sales and MarketingComplete 3 seminars in your selected business or elective area within 24 months and receive the prestigiousAMA Certificate, recognized by the business community as a standard of excellence and accomplishment.

AMA Certificate in Sales EssentialsFor newly appointed or experienced sales professionals who want to acquire the skills and tools for a successful sales career.

AMA Certificate in MarketingFor marketers who wish to demonstrate proficiency in both strategic marketing and its application.

Make the commitment today to earn your certificate.

Special Discounts Available. For full information about qualifying seminars and discount pricing, visit www.amanet.org/programs or call1-800-262-9699. Mention promotion code FHN. Discounts may not be combined with other promotions. AMA's webcasts, webinars and podcasts and Global Knowledge seminars are not applicable for AMA's Certificate Program.

www.amanet.org/5201

Classroom Schedule

May 16-17. . . . New York, NY. . . . . 5201-FHN-00001June 17-18. . . . Chicago, IL . . . . . . . 5201-FHN-00002July 25-26 . . . . Arlington, VA . . . . . 5201-FHN-00003


BENEFITS OF ATTENDING• Get the skills to win more businessopportunities through RFPs

• Use a rigorous, objective process toevaluate the success potential of RFPs

• Answer RFPs in a way that’s tailored toyour customer’s specific needs

• ncrease your chances of winning byeliminating bias in the RFP process

• Create your own RFP in real time andreceive an expert evaluation


Fundamentals of Marketing Your Action Plan for Success SEMINAR #5512

The importance of effective marketing can’t be overestimated.If you need a fast, reliable way to get your marketing know-how up to speed, this intensive, action-oriented workshop isthe answer.

If you’re new to marketing and need a basic—yet thorough—overview, thisseminar is for you. In just three days, you’ll learn the fundamentals behindsuccessful marketing. You’ll get a complete grounding in the essentials and beginto develop the skills and techniques necessary to become a marketer who canhelp your company develop a marketing orientation to enhance the bottom line.

BENEFITS OF ATTENDING• Acquire the basic marketing skills, toolsand techniques to identify, evaluate andsolve marketing problems

• Understand the components that makeup compelling marketing plans thatsucceed in capturing customer valuewithin a competitive environment

• Discover creative ways to apply marketingprinciples and practices to competesuccessfully in today’s businessenvironment

• Understand the “whys” behind basicmarketing practices

• Begin to think like a world-class marketer

TOPICS COVEREDUnderstanding the Role of Marketing• Defining what marketing is and how itfits into the organization

• Creating a marketing system exchange map• Learning why marketing-orientedcompanies typically outperform othercompanies

Using Market Research and MarketIntelligence Information Systems• Identifying the types of informationfound in market research

• Defining the six steps of market research• Exploring models of consumer decisionmaking

Leveraging Marketing Strategies• Summarizing strategic approaches tothe planning process

• Comparing mass marketing tosegmentation marketing

• Classifying ways to segment the market in both business-to-consumer andbusiness-to-business environments

• Analyzing segments and the targetingprocess

• Constructing a differentiated positioning strategy

Understanding and Aligning theComponents of the Marketing Mix• Learning the components of marketingtactics and how they align with oneanother

• Learning how to see products as a bundle of customer-desired benefits

• Exploring various pricing objectives and strategies

• Comparing and contrasting variousdistribution options

• Discovering the strengths and weaknesses of various promotionalmethods

Creating Customer Value, Satisfaction and Loyalty• Analyzing the benefits and rationale behind developing customer value,satisfaction and loyalty

• Understanding how marketing communi-cation programs can cultivate strong customer relationship efforts

• Looking at the importance of CRM systemsin supporting customer relations efforts

WHO SHOULD ATTENDNewly appointed marketers with fewer thanthree years of experience in marketing, as wellas product, brand and advertising managers,business professionals and executives whoneed to understand the importance of mar-keting’s role in generating profits and a frame-work to think like a world-class marketer.

Classroom Schedule

March 11-13 . . New York, NY. . . . . 5512-FHN-01094April 10-12 . . . Arlington, VA . . . . . 5512-FHN-01109April 15-17 . . . Chicago, IL . . . . . . . 5512-FHN-01096May 29-31. . . . New York, NY. . . . . 5512-FHN-01098June 5-7. . . . . . Chicago, IL . . . . . . . 5512-FHN-01099June 12-14. . . . San Francisco, CA. . 5512-FHN-01101July 29-31 . . . . New York, NY. . . . . 5512-FHN-01103Aug. 5-7 . . . . . Arlington, VA . . . . . 5512-FHN-01102Aug. 12-14 . . . Chicago, IL . . . . . . . 5512-FHN-01105


MARKETING SKILLS

AMA is approved by the Society for Marketing ProfessionalServices (SMPS) to offer SMPS CEUs. This course qualifies for 18 CEUs toward your recertification as a Certified ProfessionalServices Marketer (CPSM). For more information please visitwww.cpsmnow.org

Monday-Thursday 2-5 pm ET • 4 LessonsMay 13-16 . . . . . . . . . . . . . . . . . . . . . . . .5512-FHN-01087

1.2 CEUs/ 12 SMPS CEUs $2,095/AMA Members $1,895

www.amanet.org/5512


MARKETING SKILLS

Planning and DevelopingNew Products SEMINAR #4259

When it comes to new product development, itcan be a long haul from concept to profitability.

Here’s where you’ll learn methods to get maximum mileage frommarket research, strategies for breakthrough ideas and tactics forinnovative product development.

BENEFITS OF ATTENDING• Understand the eight critical keys to success• Define objectives and strategies for your new product program• Analyze from a financial perspective• Bring innovation to market quickly• Effectively handle product testing and launch issues• Use market research to identify profitable new markets• Successfully manage your team

TOPICS COVERED• How to generate ideas for new products• Surveying your competition• Determining if new products are in line with overall corporatestrategy and your current portfolio

• Conducting small-scale tests to eliminate unprofitable ideas• Techniques of market testing• Developing a market-driven business plan• The team approach to managing new products• Managing the product life cycle: the launching process andevaluating market performance results

WHO SHOULD ATTENDProfessionals with six months to five years of new product development experience, managers of new product planning anddevelopment, corporate planners, R&D directors and managers,project managers and directors and specialists in new productdesign, product managers, marketing vice presidents, directors and managers.

Note: Attendees should have two years of marketing experience.

Classroom Schedule

March 20-22 . . . . . . . . . Chicago, IL. . . . . . . . . . . . 4259-FHN-00362May 20-22 . . . . . . . . . . New York, NY . . . . . . . . . 4259-FHN-00365June 24-26 . . . . . . . . . . San Francisco, CA . . . . . . 4259-FHN-00366Aug. 26-28 . . . . . . . . . . Atlanta, GA . . . . . . . . . . . 4259-FHN-00367


AMA is approved by the Society for Marketing Professional Services(SMPS) to offer SMPS CEUs. This course qualifies for 18 CEUs towardyour recertification as a Certified Professional Services Marketer(CPSM). For more information please visit www.cpsmnow.org

www.amanet.org/4259

www.amanet.org/5597

Successful ProductManagement SEMINAR #5597

Gain the business skills you need to manageyour product’s profitability.

Discover the tools and techniques you need to effectively managethe increasingly complex product management process and gainmore control of the myriad tasks at hand.

BENEFITS OF ATTENDING• Understand the whys and hows of the product managementsystem—and how to make the best use of it

• Gain marketing savvy and use it to perform your job effectively• Set priorities and manage the profitability of your products or service

• Build effective working relationships with suppliers and withexternal and internal business partners

• Manage the financial aspects of product management• Learn how to develop an effective business plan

TOPICS COVERED• Benefits of the product management system• Strategies and models for marketing success• The main tasks of a product manager• Key reports and relationships• Managing new product or service development• Preparing your marketing plan

WHO SHOULD ATTENDProduct and brand marketing managers and directors and thosewho interact with them.

Note: Attendees should have two years of marketing experience.

Classroom Schedule

March 11-13 . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5597-FHN-00522April 8-10 . . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5597-FHN-00525May 15-17 . . . . . . . . . . New York, NY . . . . . . . . . 5597-FHN-00527June 12-14 . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5597-FHN-00526July 10-12 . . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5597-FHN-00528Aug. 12-14 . . . . . . . . . . Philadelphia, PA . . . . . . . . 5597-FHN-00529



MARKETING SKILLS

EXTRAAll attendees receive a FREEcopy of Digital Engagement:Internet Marketing ThatCaptures Customers and BuildsIntense Brand Loyalty by LelandHarden and Bob Heyman (a$24.00 value).

Leveraging Social Media to Engage Customers and Build Your Brand SEMINAR #5521

Are you tapping into the web’s amazing potential to turnusers into customers?

This seminar provides marketing professionals with concrete techniques for applyingsocial media strategies and tools to their overall marketing portfolio. Learn to engagecustomers with blogs, social networks, podcasts and videos. You’ll return to work with ready-to-use job aids and templates, including media strategy checklists, reporting forms and more.

BENEFITS OF ATTENDING• Migrate traditional marketing activities toyour online marketing

• Become familiar with the components ofonline communication programs

• Monitor the web for “buzz” about your brand

• Implement and measure search engineoptimization and paid search

• Initiate a measurement and metricsregimen to demonstrate the ROI of your e-marketing efforts

• Generate interest and buy-in fromorganizational stakeholders

TOPICS COVEREDIntegrating Online Marketing into theOverall Marketing Mix• Brand building and awareness over the web

• Online market research: what works,what doesn’t and how to adjust quickly

• Identifying online communities whereyour customers congregate

• Discovering likes and dislikes of yourcustomers to refine your productofferings

• Using word of mouth, word of web and buzz marketing

• Lead generation/affiliate marketing—the automated referral network

Best practice spotlight: McDonald’s—HowMcDonald’s integrated an existing offlinecampaign into an online campaign

Social Networks and Successful Online Community Programs• Creating a web-friendly, open andtransparent company

• “Tell me, don’t sell me,” theinformational vs. promotional rules of the road

• Using targeted marketing within social networks

• Defending and assuring accuraterepresentation of your product online

Best practice spotlight: Toyota Motors—Setting up a social network and onlinecommunity program

Effective Online MarketingCommunications Programs• Working with and leveraging bloggers• Setting up your corporate marketing blogand getting it noticed

• Using RSS feeds to generate traffic• Disseminating online marketingintelligence throughout your organization

• Elements of a successful podcastingstrategy

• Publicizing videos and getting them to“go viral”

Best practice spotlight: National GeographicChannel—Using multiple online marketingcommunications vehicles

Search Engine Marketing—Optimize and Advertise• Key factors of search• The leaders in paid search• Tools and key players for SEO and SEM automation

Best practice spotlight: ReplacementsLimited—Using search to drive a successfulmarketing strategy and build a business

Online Marketing Measurement and Metrics• Measuring what matters: online sales,web visitation, time on site, lead capture,participation and interactivity

• Leveraging online ratings networks• List of online marketing analyticssoftware providers

• The engagement scorecard: How well areyou engaging your customer, building thebrand and increasing sales?

Best practice spotlight: Tommy Hilfiger—Howweb analytics drove an online merchandisingstrategy

WHO SHOULD ATTENDThis seminar is for marketing professionals at every level who are involved in interactive marketing strategies and need a practicalunderstanding of the latest techniques andtools available.

Classroom Schedule

April 22-23 . . . Chicago, IL . . . . . . . 5521-FHN-00057June 27-28. . . . New York, NY. . . . . 5521-FHN-00058Aug. 15-16 . . . Arlington, VA . . . . . 5521-FHN-00062


www.amanet.org/5521


MARKETING SKILLS

AMA’s Advanced Course in Strategic Marketing SEMINAR #5537

Competitor-proof your company and advance your career.

How do you:

• Calculate the lifetime value of your customers?

• Market to distinct psychographic groups?

• Make the most of the Internet’s impact on the purchasing cycle?

• Adapt pricing to reflect your customer’s perception of value?

Tackle today’s most complex marketing issues right here.

Discover cutting-edge strategic marketingmodels—and their real-world applica -tions—and improve the success ratio ofyour marketing activities. At this dynamic3-day seminar, you will take the next steptowards becoming a marketing pro.

BENEFITS OF ATTENDING• Understand the strategic value of sales vs. the strategic value of marketing

• Learn the stages of the customer buyingprocess—and generate incremental valueat each stage

• Use the growth audit gap model to selectthe most effective options for marketingprograms

• Efficiently target your campaigns to corebuying influences

• Successfully develop and manage newproduct and service launches andincrease overall market share

TOPICS COVEREDMarketing in Today’s ChangingEnvironment• The new economy: the Internet and e-commerce

• Marketing and sales: differences andsynergies

• The strategic pyramid of businessplanning

Strategic Growth Perspectives• How companies are changing the waythey think

• The “SMART” strategic approach• Developing a growth audit gap model• Enterprise growth segmentation andcross-departmental support

Product/Service Discovery• Stages of the product/service life cycle• Analyzing and applying a growth-strategymatrix

• The role of branding

Pricing: From Objective to Strategy• Impact of price changes on revenues and profits

• Key players in the pricing process• Getting the information critical to pricingproducts/services

Managing the Customer Relationship• Understanding the lifetime value of acustomer

• Changing the buying structure throughthe Internet

• Developing a successful customerrelations program

Integrating Promotions andCommunications• Traditional and digital media elementsand their uses

• Tying promotions to various customergroups

• Advertising and the product/service life cycle

• Creating a marketing communicationsplan

Evaluating New Products and Services• Developing a matrix for newproducts/services

• Using a planning model for newproducts/services and markets

WHO SHOULD ATTENDExperienced marketing managers and associ-ates, directors and vice presidents of market-ing, as well as executives and managers infinance, operations, customer service, R&Dand other departments who interact withcolleagues in marketing.

Note: Knowledge of the fundamentals ofmarketing is recommended.

Classroom Schedule

March 4-6 . . . . New York, NY. . . . . 5537-FHN-00111April 8-10 . . . . San Francisco, CA. . 5537-FHN-00114May 13-15. . . . New York, NY. . . . . 5537-FHN-00115June 12-14. . . . Arlington, VA . . . . . 5537-FHN-00113July 29-31 . . . . San Francisco, CA. . 5537-FHN-00119Aug. 12-14 . . . New York, NY. . . . . 5537-FHN-00117


AMA is approved by the Society for Marketing Professional Services(SMPS) to offer SMPS CEUs. This course qualifies for 18 CEUs towardyour recertification as a Certified Professional Services Marketer(CPSM). For more information please visit www.cpsmnow.org

www.amanet.org/5537

13

How to Write a KillerMarketing Plan SEMINAR #5120

Learn how to develop and execute a morepowerful, successful marketing plan.

Whether you’re a marketing newcomer or a long-time veteran of countless campaigns, you’re always going to be under pressureto produce a better, smarter, more effective marketing plan—andthe sooner, the better! This results-oriented seminar shows youhow to build a detailed plan that wins the approval of yourorganization’s key players. You’ll see how to assemble all thecritical elements of your customer-winning strategy (from finan -cials to research to media selection) in just hours, instead of daysor weeks.

BENEFITS OF ATTENDING• Sharpen the key skills necessary to devise a dynamic,comprehensive marketing plan

• Learn how to consult effectively with all stakeholders to ensureplan accountability and success

• Understand how to focus the entire planning process on moreefficient, revenue-driven goals

• Explore the crucial components of how to distinguish yourproduct/service in the marketplace

• Get insights on how to become an indispensable player in yourorganization’s annual strategic planning process

TOPICS COVERED• Assessing your business: where it is now and where you wantit to go

• Clarifying the core objectives for each element of themarketing mix (Product, Price, Place and Promotion)

• Defining the overall direction, total advertising and promotionbudgets and revenue expectations

• Identifying the key research and test market plans needed tosupport your plan

• Aligning long-term business objectives with the demands ofshort-term priorities

• Learning how to facilitate consensus for your plan among topdecision makers

WHO SHOULD ATTENDAnyone who must write, review or approve marketing plans—includ-ing new marketers, mid- to senior-level marketers, brand managers,directors, VPs and CMOs. Anyone in corporate planning, finance andsales will also find this course valuable.

Classroom Schedule

April 29-30 . . . . . . . . . . Arlington, VA. . . . . . . . . . 5120-FHN-00023June 20-21 . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 5120-FHN-00024Aug. 19-20 . . . . . . . . . . New York, NY . . . . . . . . . 5120-FHN-00025


MARKETING SKILLS

All AMA seminars are GSA approved and can be delivered onsite 1-800-262-9699 www.amanet.org

www.amanet.org/5120

NEW! Building and MaintainingYour Organization’s ReputationSurviving a Crisis SEMINAR #5116

Know how to avert a crisis before it occurs—and rebuild if one does.

Here’s where you’ll learn methods to get maximum mileage frommarket research, strategies for breakthrough ideas and tactics forinnovative product development.

This seminar will help you to significantly improve your crisis andreputation management capabilities so you can reduce the risk posedto your organization in any kind of crisis. Through detailed casestudies and crisis simulations, you’ll learn to evaluate the crisispotential of situations and have a plan in place that you can enactwith speed if and when a crisis occurs. You’ll also discover how tocreate and communicate this plan.

BENEFITS OF ATTENDING• Learn to scan business practices for political and social risks• Anticipate and prepare for potential crises• Explore techniques for solving problems in high-pressure crisissituations

• Develop strategies for managing stakeholders, public opinionand the media

• Integrate a crisis management approach into your overallbusiness strategy

TOPICS COVERED• Knowing how to evaluate the crisis potential of your business• How concerns over quality commonly erode trust in a business• Using the Trust Radar Tool to quickly establish trust amongcustomers and key stakeholders

• Managing public perception and the media• Improving your ability to manage crises effectively• Simulating a real-life crisis scenario• Building a crisis management capability

WHO SHOULD ATTENDExecutives and managers who need a strategy for avoiding and/oraddressing risks to a company’s reputation, as well as a communi-cation plan for sharing this strategy with all staff.

Classroom Schedule

March 18-19 . . . . . . . . . New York, NY . . . . . . . . . 5116-FHN-00001April 22-23 . . . . . . . . . . San Francisco, CA . . . . . . 5116-FHN-00002May 16-17 . . . . . . . . . . Arlington, VA. . . . . . . . . . 5116-FHN-00004


www.amanet.org/5116


OF RELATED INTEREST

AMA’s 5-Day “MBA” Workshop SEMINAR #2561

Get grounded in the essential elements of business in justone week.

This accelerated presentation surveys the core curriculum covered in mostuniversity- level graduate business programs. Taught by a team of expert facultyspecializing in accounting, finance, strategy, marketing and management, you willgain a strong overall business foundation. You’ll discover how various componentsof a business must be linked, aligned and integrated into a successful businesssystem so you can achieve short- and long-term objectives.

While this seminar is no substitute for atwo-year MBA degree, it will equip youwith the ability to identify the mosteffective business tools and strategies tohelp you—and your company—keep andhone your competitive edge.

BENEFITS OF ATTENDING• Recognize how all components of abusiness fit together

• Interpret financial statements andaccurately assess the financial health of abusiness

• Understand the economy and its impacton your business

• Develop a business strategy that cansustain your competitive position

• Speak the language of business andcommunicate effectively to any audiencelevel in any situation

• Develop a winning team and organization• Establish a network of business contact

TOPICS COVEREDBusiness Accounting• Understanding basic accounting conceptsand their relevance to the workplace

• Knowing the financial performancemeasures they affect and how to improvethem

Business Finance and Economics• Exploring the financing alternativesavailable to businesses

• Evaluating capital projects to determine ifthey are practical and desirable from afinancial perspective

Business and Corporate Strategy • Understanding basic concepts and the importance of developing acompetitive strategy

• Successfully deploying and communi-cating your strategy within your company

Business Marketing• Learning the role of marketing and the marketing perspective

• Discovering the 5 Ps of marketing:positioning, product, pricing,placement and promotion, and their importance to business success

Management, Leadership andOrganization• Understanding the principal roles of a manager and the basic functions of management

• Analyzing and understanding leadershipstyles for use in day-to-day applications

• Applying different approaches tomotivation for back-on-the-job situations

• Taking steps to institute more durableorganizational changes

WHO SHOULD ATTENDAnyone interested in obtaining an effective,broad-based overview of the functional areasaddressed in university-level MBA programs.

Note: This workshop does not award adegree.

Classroom Schedule

March 4-8 . . . . San Francisco, CA. . 2561-FHN-00509March 11-15 . . Arlington, VA . . . . . 2561-FHN-00510March 18-22 . . Boston, MA . . . . . . 2561-FHN-00511March 25-29 . . New York, NY. . . . . 2561-FHN-00517April 1-5 . . . . . San Francisco, CA. . 2561-FHN-00523April 8-12 . . . . New York, NY. . . . . 2561-FHN-00522April 15-19 . . . Anaheim, CA . . . . . 2561-FHN-00524April 22-26 . . . Chicago, IL . . . . . . . 2561-FHN-00525Apr. 29-May 3 . Arlington, VA . . . . . 2561-FHN-00526May 6-10. . . . . San Francisco, CA. . 2561-FHN-00528May 13-17. . . . New York, NY. . . . . 2561-FHN-00529June 3-7. . . . . . Chicago, IL . . . . . . . 2561-FHN-00530June 10-14. . . . San Francisco, CA. . 2561-FHN-00531June 17-21. . . . Atlanta, GA . . . . . . 2561-FHN-00532June 24-28. . . . New York, NY. . . . . 2561-FHN-00533July 8-12 . . . . . Seattle, WA . . . . . . 2561-FHN-00549July 15-19 . . . . New York, NY. . . . . 2561-FHN-00536July 15-19 . . . . San Francisco, CA. . 2561-FHN-00537July 22-26 . . . . Arlington, VA . . . . . 2561-FHN-00538July 29-Aug. 2 . Chicago, IL . . . . . . . 2561-FHN-00539Aug. 5-9 . . . . . Hilton Head, SC . . . 2561-FHN-00540Aug. 19-23 . . . Denver, CO. . . . . . . 2561-FHN-00542Aug. 26-30 . . . San Diego, CA . . . . 2561-FHN-00543

5 days/3.0 CEUs/30 PDUs$3,545/AMA Members $3,195AMA Members save $350

www.amanet.org/2561

AMA has been reviewed andapproved as a provider ofproject management trainingby the Project ManagementInstitute (PMI).


OF RELATED INTEREST

This program has been approved for 18 recertifi-cation credit hours toward PHR, SPHR and GPHRrecertification through the Human ResourceCertification Institute (HRCI). For more informa-tion about certification or recertification, pleasevisit the HRCI homepage at www.hrci.org

Fundamentals of Finance and Accounting for Non-Financial Managers SEMINAR #2218

Give us three days and we’ll help you conquer your fear of finance.

In today’s uncertain economy, when every manager is being held accountable forthe bottom line, you have to be “finance-savvy.” You’ve got to know how tojustify a request…quantify your contributions to the company…spot profit drainsimmediately. Because no matter how effective your management style or howinnovative your ideas, your performance will be measured in dollars and cents.

This seminar offers exactly what youneed to further your career and buildyour future. From accruals to writeoffs to receivables and payables, this courseshows you the concepts, tools and tech -niques that can help you make eachdecision pay off—on the job and on the bottom line.

BENEFITS OF ATTENDING• Get a firm grasp of the numbers side ofyour job

• Gain greater confidence with a workingknowledge of business financials

• Learn how to “think finance” andtranslate performance into financial terms

• Cultivate proactive working relationshipswith finance professionals and enhanceyour value to your organization

• Understand the business dynamics ofdollars-and-cents—and take initiativesthat meet short- and long-term goals

• Take the guesswork out of your decisionmaking and deliver a better bottom line

• Expand your professional expertise—andyour career opportunities

TOPICS COVERED• Key finance terms: assets, liabilities,capital, depreciation, current ratio andothers

• Mastering the mindset: seeing business in terms of dollars-and-cents decisionoptions that pay off—over the short and long terms

• Basic accounting principles• Applying accounting conventions andguidelines

• Developing working rules regarding your corporate financial statements

• Using the balance sheet to examineassets and liabilities

• Analyzing the income statement toassess revenues and expenses

• The statement of cash flow: sourcesand uses of funds

• Content and format of the annualreport

• Debt vs. equity financing• How leverage can increase return toshareholders

• Keeping your plan on target withbudgetary controls

• Using profit-planning tools, break-even analysis, financial forecasting

• Cash flow: where cash comes fromand how it’s applied

• Elements of cost accounting• Analyzing payback method,discounted cash flow, present valueand present value index in makingprofitable capital investment decisions

• Criteria for examining theperformance of divisions and product lines

• Understanding the cost of capital

WHO SHOULD ATTENDNon-financial managers in every functionalarea of responsibility, in all industries.

Note: Please bring a calculator and copyof your annual report (if available).

Classroom Schedule

March 4-6 . . . . Chicago, IL . . . . . . . 2218-FHN-02083March 6-8 . . . . New York, NY. . . . . 2218-FHN-02084March 11-13 . . Los Angeles, CA . . . 2218-FHN-02085March 13-15 . . Lake Buena Vista, FL2218-FHN-02087March 18-20 . . Arlington, VA . . . . . 2218-FHN-02114March 18-20 . . San Francisco, CA. . 2218-FHN-02088March 20-22 . . Dallas, TX . . . . . . . . 2218-FHN-02089April 1-3 . . . . . Chicago, IL . . . . . . . 2218-FHN-02116April 10-12 . . . Atlanta, GA . . . . . . 2218-FHN-02117April 15-17 . . . San Francisco, CA. . 2218-FHN-02119April 17-19 . . . Philadelphia, PA . . . 2218-FHN-02120April 22-24 . . . Denver, CO. . . . . . . 2218-FHN-02121April 22-24 . . . Durham, NC. . . . . . 2218-FHN-02122April 24-26 . . . New York, NY. . . . . 2218-FHN-02123Apr. 29-May 1 . Houston, TX . . . . . . 2218-FHN-02124May 1-3. . . . . . New York, NY. . . . . 2218-FHN-02126May 8-10. . . . . Arlington, VA . . . . . 2218-FHN-02127May 8-10. . . . . Chicago, IL . . . . . . . 2218-FHN-02128May 13-15. . . . Atlanta, GA . . . . . . 2218-FHN-02129May 13-15. . . . Garden Grove, CA . 2218-FHN-02130May 20-22. . . . Portland, OR. . . . . . 2218-FHN-02176June 3-5. . . . . . Arlington, VA . . . . . 2218-FHN-02132June 5-7. . . . . . New York, NY. . . . . 2218-FHN-02134June 12-14. . . . Dallas, TX . . . . . . . . 2218-FHN-02135June 17-19. . . . Chicago, IL . . . . . . . 2218-FHN-02137June 24-26. . . . Morristown, NJ. . . . 2218-FHN-02131June 24-26. . . . San Francisco, CA. . 2218-FHN-02138July 8-10 . . . . . New York, NY. . . . . 2218-FHN-02139July 10-12 . . . . Chicago, IL . . . . . . . 2218-FHN-02141July 17-19 . . . . Dearborn, MI . . . . . 2218-FHN-02133July 22-24 . . . . Arlington, VA . . . . . 2218-FHN-02144July 24-26 . . . . Atlanta, GA . . . . . . 2218-FHN-02145July 31-Aug. 2 . Denver, CO. . . . . . . 2218-FHN-02146Aug. 5-7 . . . . . Houston, TX . . . . . . 2218-FHN-02147Aug. 7-9 . . . . . Chicago, IL . . . . . . . 2218-FHN-02150Aug. 12-14 . . . New York, NY. . . . . 2218-FHN-02148

3 days/1.8 CEUs/18 PDUs/18 PHR/SPHR$2,345/AMA Members $2,095AMA Members save $250


Tuesday and Thursday 2-5 pm ET • 4 LessonsMarch 12-21 . . . . . . . . . . . . . . . . . . . . . . . .2218-FHN-02170Apr. 30-May 9 . . . . . . . . . . . . . . . . . . . . . . .2218-FHN-02125July 9-18 . . . . . . . . . . . . . . . . . . . . . . . . . . .2218-FHN-02140

1.2 CEUs/12 PDUs/12 PHR/SPHR $2,345/AMA Members $2,095

www.amanet.org/2218


OF RELATED INTEREST

Essentials of ProjectManagement for the Non-Project Manager SEMINAR #6548

Learn and apply basic elements of project manage -ment to your job to support project success.

This unique seminar is designed for indi viduals with little or no priorknowledge of project management but who serve on project manage -ment teams—or those who simply want to know more about PM orare making the transition to project management.

BENEFITS OF ATTENDING• Know the purpose and process of project management• Understand the roles, responsibilities and needs of project teammembers

• Identify and apply critical project management tools• Identify stakeholders, their relationships to each other and howthese relationships affect the projects

• Recognize stakeholder issues within the organization• Identify and apply critical communication tools and protocols

TOPICS COVERED• Getting your hands around project management• Getting the project off the ground• Planning the work• Working the plan• Putting the project to bed

WHO SHOULD ATTENDThose who are involved in projects but do not manage them, suchas subject-matter experts, team members, project sponsors, con-tributors, facilitators and coordinators.

Classroom Schedule

� March 8-9 . . . . . . . . . . . Atlanta, GA . . . . . . . . . . . 6548-FHN-00120March 21-22 . . . . . . . . . Arlington, VA. . . . . . . . . . 6548-FHN-00078

� March 22-23 . . . . . . . . . Chicago, IL. . . . . . . . . . . . 6548-FHN-00118� March 29-30 . . . . . . . . . New York, NY . . . . . . . . . 6548-FHN-00119April 4-5 . . . . . . . . . . . . New York, NY . . . . . . . . . 6548-FHN-00089April 25-26 . . . . . . . . . . Atlanta, GA . . . . . . . . . . . 6548-FHN-00091

� April 26-27 . . . . . . . . . . Arlington, VA. . . . . . . . . . 6548-FHN-00121April 29-30 . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 6548-FHN-00090April 29-30 . . . . . . . . . . San Francisco, CA . . . . . . 6548-FHN-00093May 6-7 . . . . . . . . . . . . Arlington, VA. . . . . . . . . . 6548-FHN-00096

� May 17-18 . . . . . . . . . . San Francisco, CA . . . . . . 6548-FHN-00122� These sessions start Friday and end Saturday

Visit our website for additional dates and locations.


Monday-Thursday 2-5 pm ET • 4 LessonsMay 20-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6548-FHN-00092

1.2 CEUs • $2,095/AMA Members $1,895

www.amanet.org/6548

www.amanet.org/2519

Strategies for Developing Effective Presentation SkillsSEMINAR #2519

Transform yourself from inexperienced speakerto skilled presenter.

Learn how to present your ideas with conviction, control and self-confidence without fear. You’ll gain the specific skills and directionto become comfortable with your own presentation style andreceive expert advice on techniques. You’ll learn how to presentby presenting.

BENEFITS OF ATTENDING• Tailor your presentation to your audience• Use relaxation techniques to overcome nervousness• Project your voice and use pauses to dramatize your point• Expertly handle difficult questions and situations• Communicate with clarity and conviction

TOPICS COVERED• How to balance verbal and nonverbal messages• Developing and organizing presentation content• Preparing to give the presentation• Using visual aids and support materials• How to respond to Q&A• Managing the presentation environment

WHO SHOULD ATTENDThose who give presentations, speak in front of groups or sell ideasto others and have little or no presentation experience.

EXTRAYour presentations will be recorded for playback and review. Seefor yourself what comes across to an audience. It’s a great way toget instant feedback and helpful recommendations. This recordingis yours to keep.

Classroom Schedule

March 18-20 . . . . . . . . . Chicago, IL. . . . . . . . . . . . 2519-FHN-01362April 1-3 . . . . . . . . . . . . Atlanta, GA . . . . . . . . . . . 2519-FHN-01379April 8-10 . . . . . . . . . . . Arlington, VA. . . . . . . . . . 2519-FHN-01380April 10-12 . . . . . . . . . . New York, NY . . . . . . . . . 2519-FHN-01381April 15-17 . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 2519-FHN-01382April 22-24 . . . . . . . . . . Los Angeles, CA. . . . . . . . 2519-FHN-01423May 1-3 . . . . . . . . . . . . Chicago, IL. . . . . . . . . . . . 2519-FHN-01384May 6-8 . . . . . . . . . . . . Boston, MA . . . . . . . . . . . 2519-FHN-01424May 8-10 . . . . . . . . . . . Arlington, VA. . . . . . . . . . 2519-FHN-01386May 13-15 . . . . . . . . . . New York, NY . . . . . . . . . 2519-FHN-01385

Visit our website for additional dates and locations.

3 days/1.8 CEUs/18 PDUs$2,195/AMA Members $1,995AMA Members save $200


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Visit us at www.amanet.org/annualpass

save$200off any seminar when you registerby March 29, 2013***

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Register online atwww.amanet.org or call 1-800-262-9699 to takeadvantage of this specialoffer.

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TERMS AND CONDITIONS: *Annual Pass purchasers may choose from all AMA U.S. Classroom and Live Online Seminars with a member price of $2,395 or less, or nonmember price of $2,645 or less. **Premium Annual Pass purchasers may choose from all AMA U.S. Classroomand Live Online Seminars. Third party-delivered programs available through AMA and webinars are excluded from both Annual Pass and Premium Annual Pass redemption. Past purchases and other promotional offers are excluded. Annual Pass and Premium Annual Pass fees arenonrefundable, regardless of attendance. Your pass will be activated on the start date of the first seminar you register for using the pass and will expire one year later. The pass may only be used by the person designated on the pass and may not be sold, transferred or assigned inany manner. All attendance must be completed by the pass expiration date. If left entirely unused, the pass will expire twelve months from the purchase date. Photo identification will be required when attending a seminar. This is a call-in offer only. ***Offer code LD9N expiresMarch 29, 2013 and cannot be combined with any other promotional offer(s). This offer is valid only when applied to new registrations and cannot be applied to transfers, cancellations or GSA pricing. Individuals eligible for GSA pricing must choose between GSA contract pricingor this discount applied to the AMA Member rate. AMA Annual Pass/Premium Annual Pass, AMA Seminar Savings Pass, AMA Webinars, and third party-delivered programs available through AMA are not eligible for this offer. Prices are subject to change without notice.

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