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Sep 02 2014

Selling in Europe – interview with Murat Dogru at ASAE Nashville

Murat Podcast

 Video Interview of Growing a European Training Business

Following their excellent session delivered at ASAE’s Annual Meeting by Jackie Oppenheim and Murat Dogru, we caught up with Murat to explore some of the aspects of their presentation more deeply.  As they presented in Nashville, ASME Europe training and development has grown by 30% CAGR over the last 5 years with 1800+ paid participants.

Part 1 Interview

When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Part 1 of our interview covers such factors as:
  • What does the ASME professional development business look like in Europe today?
  • Are the training opportunities open enrollment mostly or do they also involve corporate learning?
  • How long has ASME been running these programs? How did they get started? How have the programs evolved over time?
  • What lessons did ASME learn from studying the market? For example, did it change ASME’s understanding of which markets might be more successful than others?
  • How did ASME need to customize its offerings to be successful in Europe?
  • How does the sales process differ from selling to, for example, an individual engineer who might be a member of ASME in Europe versus selling corporate learning where that person will probably be a decision maker but not necessarily the person attending the programs you’re selling to the company?
  • What kind of barriers should associations avoid that can reduce the impact of successfully selling and marketing products and services in Europe?
  • From a marketing and sales of training programs, how would you approach an Italian company versus a Scandinavian country differently?
  • Are the marketing tactics different depending on what Germans or Italians might prefer, or even what might be permitted from country to country?

 

[important] Watch Part 1 Video Interview with Murat Dogru Here  [/important]

Part 2 Interview

In the final segment, Murat offers further insights into building a successful business in Europe.
  • What kind of local staffing is required to drive such a business and grow it as ASME has?
  • What would you recommend to U.S. association executives that are interested in improving the marketing and selling of education products in Europe?

[important] Watch Part 2 Interview with Murat Dogru Here  [/important]

About the author

Peter Turner

As MCI's Senior Advisor, Global Development Strategy, I help associations build and execute global growth strategies. Over the past 30 years I have served three associations (ASAE, MPI and IEEE Computer Society) as a leader of business, product and partnership development.

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