Bernard Boily - Vice-President of Training Development at PECB

1. Achieving Optimum Market Positioning:
the Latin America Experience
March 15, 2019
P E C B P A R T N E R E V E N T I N S I N G A P O R E

2. 2
Bernard Boily, Eng. MBA
PRESIDENT, SEDIKA TECHNOLOGIES
+1-514-784-0350 ext. 101
bernard.boily@pecb.com
www.pecb.com

3. 3
Agenda
• The Latam context
• PECB in Latam
• How to achieve premium market position
• Optimal channel management strategy
• Outstanding customer service
• Excellence as perceived by the end client

4. 4
The Territory
• Population
• 639 millions
• Nominal GDP
• 5,573 B USD
• GDP per habitant
• 8,720 USD
Source: Wikipedia

5. 5
Some Statistics
0
200
400
600
800
USA EU Latam
Population (M)
0
10000
20000
30000
USA EU Latam
Nominal GDP (B US$)
0
20000
40000
60000
80000
USA EU Latam
Nominal GDP per habitant (US$)
Source: Wikipedia

6. 6
Market Key Features
• Developing countries
• Eager to adapt best practices
• Two languages:
• Brazilian Portuguese – Brazil
• Latin American Spanish – Everywhere else

7. 7
PECB in Latam
• Partners: 73
• Certified trainers: 181
Sales (person-days)
27001
31000
37001
27032
22301
9001
20000
Other

8. 8
How to Achieve Premium Market Position
• Optimal channel management strategy
• Outstanding customer service
• Quality as perceived by the end client

9. 9
Channel Management Strategy
• Exclusivity
• Premium pricing, defined and communicated
• Controlled territory competitive landscape
• Number of partners per territory
• Type of courses
• Enforcement of policies
• Marketing effort through resellers and word of
mouth
• Long term, mutually beneficial relationships

10. 10
Partner Selection Criteria
• Willingness to work on an exclusive basis
• Legal structure established since a few years
• Experience in sales of courses for IT professionals or
in management systems such as ISO 9001, 14001,
22301, etc.
• Structured organization: web site, office, phone
system, etc.
• Capability in the market where the potential partner
operates to accept a new training organization
because of the market size and competitive landscape

11. 11
The Stone Wall Analogy

12. 12
Customer Service
• Capability to operate in the language of the territory
• Staff
• Courses
• Fast response time to request

13. 13
What is Quality
• Degree to which a set of inherent characteristics (3.10.1) of an
object (3.6.1) fulfils requirements (3.6.4) (ISO 9001:2015, clause
3.6.2)
• Degree to which a set of inherent distinguishing features of
anything perceivable or conceivable fulfils needs or expectations
that are stated, generally implied or obligatory

14. 14
The Pentagon of Excellence
Internationally
recognized
certification
Trainer
Training material
Logistics
Price

15. 15
Premium Pricing
• Apple made headlines by announcing that the price for its new
iPhone X will range from $999 to $1,149.
• Why did Apple push the limits of pricing on the highly anticipated
device?
• A key reason involves using a premium price to set an expectation
of excellence in consumers’ minds.
• Of course, once the expectation was set, one has to deliver on its
promise.
Source: Harvard Business Review, Rafi Mohamed, Sept. 21, 2017

16. 16
Trainer Selection Criteria
• Referred by a Training Organization
• Confirmed business need
• Experience in Management System, fulfilling one of these three
requirements:
• Minimum five year as consultant in support in the implementation of
management systems of the standard to be taught.
• Minimum of three years as manager of the implementation of a
management system within an organization.
• Minimum of three years Lead Auditor for third party audits.
• Experience as an instructor for professionals or as a teacher at
recognized universities.
• Recognition as a thought-leader in his or her field is a definite plus

17. 17
Trainer Certification Process
• C.V. Review
• Individual interview to confirm knowledge, experience and skills for
norms to be certified as a trainer
• Confirmation by Evaluation Committee
• Trainer Agreement signed
• Self-study of material sent
• PECB exam (no equivalency accepted)
• Standard PECB processes

18. 18
Any Questions?