Sparrow Training

The Business Planning Pocketbook explains what issues to address, how to write a business plan, what questions to ask, how much detail to include and the time-frame to adopt. In the chapter on planning theory the author identifies eight different planning styles, followed in the next chapter with a description of the seven stages of the planning process. In his summary the author says: 'A plan is a statement of what you intend to achieve, how, when and with what resources'. A complex subject made simple.

The Business Writing Pocketbook sets out rules of good practice, style and presentation for all types of written communication, including memos, letters, reports, minutes, proposals, faxes and e-mail. The author begins with advice on what to consider before starting to write. In dealing with the different forms of written communication, Bonny divides his subject into internal and external correspondence. For each type of written document there is advice on both content and presentation. Generic language issues (tone, manner, etc) are dealt with separately, as is the use of illustrations such as charts and diagrams. Marketing communications is covered in the penultimate chapter, followed by notes on spelling, grammar, cliches and such like in the final chapter. Throughout there are examples and self-tests.

Being an effective communicator is hard work, but it is the single most important part of a manager's role. Many of us think we are good at it - it's all those people who don't listen who are the problem! The Communicator's Pocketbook covers the dynamics of communication, how to be effective, likely barriers, styles of communication and technology at work. The book concludes with a series of checklists that will enable you to take stock of your communications skills and shortcomings and to put these into context at both an organisational level and a group or team level. Author: Sean Misteil. Pages: 112

An effective customer relationship management (CRM) strategy can deliver outstanding improvements in profitability, revenue growth and business sustainability. The CRM Pocketbook explains what CRM is and why ever more organisations are embracing it. It looks at the subject from a strategic level and from a practical viewpoint, with advice on how to plan and implement a CRM programme. The contribution to be made by each of the departments within an organisation is also covered, with particular emphasis on marketing and IT services. Authors Alexander and Turner jointly developed and now deliver the popular CRM for Marketers course at the UK's Institute of Direct Marketing. Author: Charles Turner, David Alexander. Pages: 128.

Internet transactions offer customers convenience but remote trading has its price: customers feel much less loyalty to individual companies and the loss of face-to-face contact can result in poor or non-existent customer service. The Call Centre Customer Care Pocketbook addresses these issues, and looks at how to retain customer loyalty and offer good service in the digital age.

A major update of The Customer Service Pocketbook has taken place, involving extensive re-writing and the inclusion of new graphics throughout, resulting in publication of this, the 2nd edition. A key title in the Pocketbook Series, the book is for everyone who contributes, directly or indirectly, to giving the customer good service. It covers why good service matters, the differences between good and bad service, performance standards, turning complaints into opportunities, listening to customers, assertiveness and good service, effective customer communications and internal customers. Throughout the book there are exercises, quizzes and checklists, and at the end there is a personal action planning section and an opportunity to further test your knowledge. There are also useful notes for managers and supervisors, as well as for trainers who can readily adapt the contents of the Pocketbook to provide a one-day trainer-led workshop. A suggested timetable for such a workshop is provided, together with notes on how to run it.

The 'facilitraining rainbow' won't lead you to a pot of gold but it will enable you to decide on the most suitable approach for your next facilitation session. This innovative decision-making model is central to The Facilitator's Pocketbook - a comprehensive guide covering all stages of facilitation, from planning through to implementation. Interpersonal skills (including attitudes and values) and session skills (including energising and problem solving) are dealt with at length.

Influencing skills are at the heart of all successful communication. The Influencing Pocketbook examines influencing styles, how to establish rapport, dealing with different personalities, handling resistance and, crucially, getting a decision. It lists five easy steps to influence, eight influencing styles, ten good reasons to build rapport and four different personality types with influencing techniques for each. In an American Management Association survey, in answer to the question 'What is the number one need for success in business today?', the most popular answer was 'To persuade others of my value and the value of my ideas'.

A comprehensively up-dated new edition of The Export Pocketbook has been published with the new title, The International Trade Pocketbook. The 128-page, extensively illustrated guide covers all of the key issues involved in selling goods and services abroad, beginning with market research and ending with a section on 'getting paid'. In between there are chapters dealing with methods of selling ('agents & distributors'), pricing, marketing, and transport. The International Trade Pocketbook was written by David Horchover, past holder of the Institute of Export's coveted 'President's Award' and sought-after writer and speaker on export issues.

The Key Account Manager's Pocketbook gives practical advice on how to keep and develop important customers, thereby maximising ongoing revenue streams, reducing sales costs, improving investment planning and increasing market knowledge. It opens by describing the key account manager's role and then goes on to describe how to rise up the so-called customer perception ladder, moving from a simple commodity supplier to developing a solid, long-term business partnership with your key customers. The author next explains how to develop the 'key account development plan', how to increase your influence with the decision-maker in your key account (relationship management) and how to win new business. The final chapter runs through the essential steps of key account handling. There are short exercises throughout which, if carried out, will help to reinforce the key learning points.

For leaders of customer service teams, The Managing Customer Service Pocketbook draws on some startling statistics to highlight the benefit of building customer loyalty. For example, one study shows that a mere 5% increase in customer loyalty can boost profitability by up to 85%. Earning loyalty is about delighting the customer by delivering outstanding service. And, as the book’s author Andy Cross explains, the bedrock of service excellence is the ‘service brand’.
The book uses a 5-stage model to describe how to create and nurture such a service brand through the recruitment, training, leadership and motivation of a customer service team that works diligently and passionately for the highest possible standards of service. Stage one is to establish the vision or the brand values by properly understanding what it is that the customer wants above all else. This is what drives the team. Then you have to align these values with those of the team itself. This is achieved through careful recruitment, training and inspirational people management.
Further stages in the process of managing the service brand cover: coaching the team to deliver consistently brilliant service; what to do when things go wrong (top tips!); and how to create an environment in which team members have the freedom to improve.
We believe you’ll be ‘highly satisfied’ with this book and, if statistics are to be believed, ‘six times more likely to order again’!

The Marketing Pocketbook is authoritative, comprehensive and - with its clear, concise, factual wording - easily accessible. Authoritative because it is written by an experienced and highly respected management consultant. Comprehensive because of the sheer volume of facts that this Pocketbook manages to squeeze in. The content is structured into three parts. The first part explains the basic concepts and looks at what marketing is. The second deals with the marketing process, in other words how to go about it. The final part of the Pocketbook looks at putting the theory into practice. All the fundamentals of marketing are covered, from market research and developing a marketing strategy to planning and implementing marketing campaigns. And accessible because we strip away all the unnecessary padding and present nothing but the key facts.

This is the first of several books that Patrick Forsyth has written in the Pocketbooks Series (see also The Sales Excellence Pocketbook next page) and continues to be a firm favourite with our customers. Negotiation is a skill that you need to learn and practise; The Negotiator's Pocketbook will help you do both. A quickly assimilated, comprehensive guide to the negotiation process, it covers the fundamentals of negotiation, preparation, essential techniques, managing the process and interpersonal behaviour. 'It's the sort of thing you should keep in your car and reread in the car park just before going into a meeting', concluded one magazine reviewer.

The Presentations Pocketbook is packed full of tips and techniques for planning, structuring and delivering a polished presentation. A good starting point for the inexperienced and a quickly assimilated refresher course for the more experienced. Also covers overcoming nerves, handling audience questions, and making the message memorable with visual, hearing and feeling (VHF) support.

Key techniques to help maximise the effectiveness of your next sales meeting. The Sales Excellence Pocketbook explains how to make the right initial impression, how to discover customer needs, how to present the best possible case and, crucially, how to close successfully. Also gives tips and techniques on how to prepare for the sales meeting and how to follow-up effectively. The Journal of International Selling and Sales Management said of the book: 'A very practical guide to adapting the sales approach to specific customer needs. This Pocketbook could be regularly used with advantage by anyone engaged in selling'.