Professional Training

Higher Performing Workplaces

Welcome to new and exciting courses, where our team of experts combining their expertise and experience to train you, in interactive and practical sessions, designed to develop your professional skills

With real life examples from our training teams experience in export, marketing and sales, as well as founding and running companies. Courses are delivered by the DNA consulting team, we have developed a series of six programmes, for on-line training. You’ll be able to delve into hands-on experience with our trainers.

DNA were awarded the tender to deliver a High Performing Workplaces training programme, by West Yorkshire Consortium of Colleges, as part of a european funded initiative. The appointment followed an extensive application process, involving rigorous evaluation of our experience, knowledge and expertise of the subject matter, skills and capabilities of the DNA team.

In these sessions DNA delivers an engaging series of topic sessions, covering a mix of export, marketing and broader business skills.

How long is the Training?

Each of the Courses are packed into individual session topics, which delegates attend on Zoom. Delivered in 2 half day online sessions. There is also an option for these to be delivered as individual session topics if preferred. All sessions to be delivered by one of DNA’s highly experienced mentors. The training modules have been tried and tested in live commercial settings again and again.

From July onwards DNA will also be looking to offer the Training courses face to face as a venue based 1 day seminar.

Style of the courses

Delivering personal professional development training and coaching that is a mix of lecture, example, exercise and take away tools to enable delegates to apply their learning in their daily work. The sessions are designed to be engaging, with some interactivity via Zoom sessions to enable discussion and peer to peer learning.

What do delegates receive at the end of their training?

Once each delegate completes the course they will receive a pack that includes

  • A certificate they completed the course
  • Example tools they can use in their business
  • An outline of next steps – they can explore

For all attendees of the export modules they will receive a Free Book on export ‘Who ordered the battered cod, a guide to export’. Written by Doug Jackson, one of our experienced trainers.

* 40% funding is available for eligible businesses through the Higher Performing Workplaces project, funded by the European Social Fund. To be eligible the business must be based in one of the following districts: Bradford, Calderdale, Craven, Harrogate, Kirklees, Leeds, Selby, Wakefield or York.

EXPORT EXCHANGE

Delegates will gain a clear grasp of the essentials to export. They will learn how to get on the first few rungs with their plan. Ensure they avoid the pitfalls when starting out. Be equipped with the tools to understand the stages of export. Ensure their business is now ready to export. They will know how to identify which are the ‘best’ markets for their products and or services. Finally they will have a checklist of shipping and getting paid do’s and don’ts.

Session topics

  • Understanding/introduction to exporting
  • Getting match fit – people/systems/products
  • Overseas Market Health Check (OMHC)
  • Global positioning
  • Market Selection
  • Shipping & getting paid – overview
  • Summary questionnaire and mapping your plan

Who is the course for?

Business Owners, Directors & Managers involved in planning an export strategy.

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SALES & ACCESSING NEW MARKETS

Move from good sales skills to great people skills. Remove the emotion and get a plan that will sustain you through to your goals. Become decisive about your differential as a business and product/service offering.

Session topics

  • Selling is more than an one-time thing
  • Developing a sales plan
  • Market Research
  • Competitor Research
  • Devising a plan
  • Conclude your plan
  • Summary questionnaire and mapping your plan

Who is the course for?

Business owners and Sales professionals who want to hone their skills, gain a refresher on techniques. Gain insights in to improving USP’s and competitive advantages.

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DIGITAL EXPORT & MARKETING

Have your structure for a marketing strategy complete. Gain insights into planning, content and how to reach audiences. Identify the most effective routes to market. Learn about building long-term brand recognition, as well as short wins.

Session topics

  • Product(s) & Pricing
  • Market Research & Internationalisation
  • Marketing strategy
  • Building Communications collateral
  • Place (markets selected)
  • Partner (channels to market – agent/jv/distributor etc

Who is the course for?

Business owners, entrepreneurs, start-ups.

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ENTREPRENEURIAL SKILLS

Develop your ability to remove barriers to success. Identify your space in the market. Understand what you’re great at and the blind spots. Sets goals and learn the assets of success.

Session topics

  • Dreaming Big
  • Innovating and finding a market USP
  • Personal Effectiveness Matrix
  • Self-awareness – Johari’s Window
  • Goal setting
  • The behaviour of highly effective people

Who is the course for?

Business owners, entrepreneurs, start-ups.

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COMMERCIAL AWARENESS

Create a framework for good decision making. Understand what the purpose of negotiation is. Find out how to get other on your side.

Session topics

  • What is being commercial?
  • How to get a ‘win-win’ agreement
  • Slow and fast thinking
  • Rapport building
  • Skills Radar
  • Understanding your audience

Who is the course for?

Business owners, entrepreneurs, start-ups.

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BUSINESS DEVELOPMENT

Learn the art and science of business development with client management. See the benefits of combining these to become more effective at business development & growth.

Session topics

  • Business Planning & Goals – UK & Export
  • Sales Targets – products and services
  • Business Development techniques & methodologies
  • Rapport Building
  • Communications styles VAK
  • Systems & Process – CRM

Who is the course for?

If you are involved in business growth, or an owner manager to sales teams, or planning an export plan.

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Meet the team

The course trainers have decades of trading overseas import & export knowledge. The training modules have been tried and tested in live commercial settings again and again.

Jonathan Rayfield

Trainer and Coach

Business owner and MD of DNA, working in non-executive coaching and training roles with a diversity of clients, predominantly in the manufacturing sector. With over 30 years’ experience in Marketing, Sales & Negotiation. Jonathan founded and led a marketing agency for 25 years, before establishing DNA Business Engineering. He has worked for 100’s of clients, traveling in Europe and the USA. He has conducted trade negotiations for clients securing distributorships of South Korean and German products. developing marketing strategies and deploying these within client businesses. Results include off-shoring achieving £38m of sales enquiries in 8 weeks, launching a new product globally in the off-shore sector to hit its annual goal in 6 months.

Working with companies delivering programmes to motivate business owners to aim higher, supporting them in a coaching role and working through the whole business to deliver results that last and continue, are key objectives of his. Jonathan has been led the training programmes that DNA delivers. DNA’s training tools have been developed and complimented with world learning to inspire clients and engage teams. As a business we are committed to continual personal development in order to bring this knowledge to clients.

Kelly Palmer Thomson

Project Manager

A dynamic and motivated project administrator with more than 10 years of experience working to successfully coordinate and deliver projects from concept to completion across a variety of industry sectors. She has exceptional communication and interpersonal skills which helps her to build relationships and instil drive and confidence in others. A strong member of DNA’s working team but also with an ability to work independently in developing other organisational opportunities and goals. Kelly heads up project delivery and is key in ensuring the KPI’s of projects are met including – Scope delivery, timescales & deadlines, budgeting and management of client expectation and satisfaction.

Doug Jackson

Trainer and Coach

A highly experienced business leader, former Managing Director of a large steel stockholders and with over 30 years experience in export, sales and marketing. Doug’s Career has taken him to many parts of the world (too many to list). He has gained insights into trading with different cultures, adapting to the nuances of culture. Developing trade deals, distribution, as well as import and supply chain. He led the growth of a business, from £20m to £40m, introducing sales training that went far beyond conventional subjects, enabling his team to develop their people expertise. Doug has delivered many projects for our clients working on site, remotely and overseas.