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SEFA Academy
February 8-11, 2012
Carefree, AZ

Course Descriptions

Colleen Stanley, President of SalesLeadership, Inc. will present four workshops all aimed at helping you sharpen your selling skills. 

Emotional Intelligence & Sales Results – What really makes a good salesperson? He or she possesses strong key competencies of emotional intelligence such as building great relationships, handling pressure and bouncing back from setbacks and failures, to name just a few.  In this workshop, participants hone in on key emotional intelligence skills that produce hard sales results.  Learn the real reason you are inclined to discount too soon and too often.  Discover how self-regard and assertiveness directly affect your paycheck.  Learn the power of delayed gratification and sales success.

Optimism, Beliefs and Attitudes - Optimism is one of the key emotional intelligence traits found in highly successful salespeople.  Optimism is impacted by what you believe and the actions you take or don’t take.  Learn key differences between average sales producers and top sales producers.  In this session, participants take a close look at fear of failure, risk taking and developing a stronger mental psyche. 

Expectations – ‘TEEING UP’ the Sales Call - In this workshop, participants will learn the most powerful selling and influence skill:  giving prospects the option to say no.  Find out the psychology and skill behind giving prospects control and choice.  Learn to set clear next steps with prospects based on a partnership-selling environment.  Raise your awareness by understanding potential roadblocks that lead to prospect fallout at the end of the sales cycle.  Create a trusted advisor meeting vs. a vendor meeting by improving interpersonal skills. 

The Prospect’s Story – ‘The Sales Street Journal’ - Understand the difference between asking questions and critical thinking skills.  Increase close ratios 50% by asking smart, impactful questions. Eliminate price shopping by quantifying the cost of the problem or opportunity.  Become skilled at creating value propositions that don’t look and sound like everyone else. 

SEFA Social Media “How-To”

Is social media part of your marketing strategy?  SEFAPros can improve their sales and build strong loyalty within their client pool by taking advantage of this valuable tool.  Learn how to leverage social media and hear success stories from some of your fellow SEFAPros.  Presented by Matt Kurnick, SEFA’s social media expert.

Commercial Kitchen Ventilation Systems ~ Fire Safety and Prevention
 The design and installation of commercial kitchen ventilation systems is complex. Proper system design and integration into the overall building involves operation, performance, kitchen comfort, energy considerations, as well as initial and operating costs. Proper installation, maintenance, and inspection of these systems are critical to ensure compliance with the current codes, standards and safe operations. This two-part session will focus on energy efficient hood exhaust and make up air considerations, as well as fire safety and prevention.  This class includes reference to codes and standards, including National Fire Protection Association (NFPA) Bulletin 96, International Mechanical Code (IMC), use of listed hoods and exhaust system components, inspections and maintenance, and fire suppression system types, operation, and emerging technologies.  Presented by Mike Morgan, Sales Development Manager with CaptiveAire Systems.



Dock to Dining
A SEFA Exclusive! The Dock to Dining program helps the Dealer salesperson recognize food safety concerns within a foodservice operation. This three-session course includes:  Kitchen Walk-through, Operator Concerns, and Safe Foodservice.  The comprehensive review encompasses each area of the operation including: Receiving Dock, Dry Storage, Refrigerated Storage, Walk-in Freezer, Prep Area, Production/Cook ’s Line, Serving Stations, Dining Area, and Dish Area. Both product and process information will be included. Presented by Mike Lehman, Director of Business Development and Max Zerla, Business Development Coordinator for San Jamar.



Hands-On SEFA Marketing
 Are you taking full advantage of the variety of SEFA Marketing tools available to help you reach your customers?  This class will offer in-depth learning for a few of the tools available.  Specifically, learn how to create a custom flyer and custom postcard while actually producing your own during this session.  We’ll also cover creating electronic newsletters with Subscriber Mail.  Laptop is required for this session. Presented by the SEFA Marketing Team.



Basic Refrigeration & Preventive Maintenance
An in-depth look at refrigeration.  Learn and understand the refrigeration cycle and its components.  You’ll also walk away with the ability to troubleshoot for your customer. Presented by Don Sours, Bill Smith and Jim Barry of True Food Service Equipment.

Tabletop
Enhance your knowledge with a comprehensive review of tabletop including dinnerware and metal.  Discover how you can unlock tabletop opportunities, help your customer choose the right product and most importantly close the sale.  Presented by Jim Schulze, Senior Vice President of Sales, Oneida.