Module 04: How to Sell Monastic Products Authentically (M4-EN)

This module gives you a definition of “authenticity“ and its meaning for the sale of products in a monastic setting. The description of the target group will help you to become better acquainted with your customers and their needs. Through exercises, you will be able to check whether the customer expectations are compatible with your goals and ideas. You will understand why, for the sale of monastic products, an authentic surrounding and well-trained staff are of the same importance as the story the product tells.

This SKIVRE-training module is designed to fit the training needs of the monks and nuns, management, staff and volunteers at European monasteries, no matter if they are run by Catholic or Protestant Orders or the Orthodox Church; by public or private operators.

All modules are relevant for the below mentioned groups of people, but some have a more specific character. They are all interconnected, even if they are not formally complementary. They differ in terms of information and competence level and address three groups:

• Target group 1: For people working on the implementation level like those in monastery shops, three modules are recommended: Module 1, as introduction to the training, odules 3 and 4 about monastic products and authentic selling of monastic products. People who want to start considering certain strategic aspects may be inspired by Module 7 on adding value through networking.

• Target group 2: For people with a special knowledge or experiences or a certain background and/or specified tasks in the monastic management, Module 2 on marketing strategies, Module 5 on distribution strategies,  Module 8 on creating a strong brand, and Module 6 on social media and communication offer learning content and reflection.

• Target group 3: People on a strategy decision level with a highly specialized / experienced background and respective responsibilities in a monastery (Modules 9 on financing strategies and Module 10 on sustainability aspects).

After having become familiar with this training module, you will:

• get to know customer expectations and sales motivation behind monastic products,
• get to know the definition of „authenticity“ and its importance for the sale of monastic products,
• be aware of the necessity of “storytelling” while authentically selling monastic products,
• understand why an authentic product needs to be sold in an authentic setting.

SKIVRE focuses on an interactive training approach, no matter if you use it as a self-learning course or instructed by a trainer. This training module includes:

• Individualized self-learning - a powerful learning method that enables each learner, based on his/her own experience and knowledge, and based on newly acquired knowledge, to reach development decisions on his/her own;

• Self-assessment - ongoing self-assessment tests or homework that learners send to their trainer prior to the commencement of each subsequent module;

• You might also work in small groups of 2 or 3, e.g. if you decide to implement this module with colleagues as a self-learning group in your monastery or supported by an external trainer.

You gain knowledge individually or in a group using:

• Training materials in this module;
• Training materials in nine more SKIVRE training modules which are closely linked to this module;
• The interactive SKIVRE online training platform: skivre.eu/training;
• Facilitated training sessions for learning in a group with a professional trainer.

Books and articles

Author/s:

Karin Drda-Kühn

Institution:

media k GmbH - Germany