Summary of "1º dia | Encontro Atendimento Corporativo - Senac Empresas"

Summary of Business-Specific Content from “1º dia | Encontro Atendimento Corporativo - Senac Empresas”

Company Strategy & Organizational Tactics

New Corporate Service Initiative: SENAC Empresas launched a national corporate service system aimed at delivering consistent, high-quality service to companies across Brazil. This initiative supports SENAC’s broader mission to develop the workforce in an evolving job market.
Collaboration & Integration: Focus on breaking silos and building bridges between teams (corporate service, professional education, communications, marketing, regional departments) to ensure a unified institutional strategy and transparency.
National Guidelines Development: Upcoming milestone involves creating and validating national guidelines for corporate service, emphasizing:
- Standardization of processes and services
- Clear role definitions for national vs. regional departments
- Transparency and visibility of corporate service efforts
Leadership Support: The initiative is strongly backed by SENAC’s top leadership, including the President of the National Council of Commerce and the General Director, highlighting the strategic importance of corporate service.

Operations & Performance Metrics

Platform Launch & Growth:
- SENAC Empresas platform launched on February 13.
- Over 1 million website views and 22,000+ unique users within 8 months.
- Conversion rate of 5.4%, above the average for digital education markets.
- 41,000+ registrations on the platform.
Partner Network:
- Grew from 86 partners in month 1 to over 4,700 new partners by month 8.
- Total partner base exceeds 11,000 companies.
- 65% of partners are from commerce, services, and tourism sectors.
- 100% participation from all Brazilian states in strategic partner prospecting.
Course Portfolio & Reach:
- Nearly 80 educational solutions available.
- 12,000+ partner companies actively engaged.
Regional Engagement: Active and ongoing regional events (e.g., breakfasts, workshops) to strengthen partner relationships and platform adoption.
Customer Feedback & Social Proof:
- Positive testimonials highlight course quality, relevance, and adaptability.
- Courses praised for clarity, interactivity, and applicability.
- LinkedIn used as a key channel for certificate sharing and professional validation.

Marketing & Sales Frameworks and Recommendations

Sales & Customer Management Philosophy

Selling education is fundamentally similar to selling any product; the focus is on solving customer problems.
Relationship-building and trust are critical differentiators in a commoditized market.
Consultative selling with empathy, active listening, and tailored questioning is essential.

Key Sales Skills (Power Skills)

Emphasis on “power skills” (human, behavioral, social skills) over technical skills.
Stanford study cited: 85% of professional success depends on power skills.
Critical skills include communication, empathy, active listening, persuasion, adaptability, creativity, leadership, and problem-solving.
Power skills require ongoing practice and feedback, not just theoretical learning.

Sales Process Tips

Show genuine interest in customers and their challenges.
Ask many open-ended questions to understand client needs deeply.
Prepare for common objections with thoughtful, positive responses.
Use storytelling to connect and illustrate value, focusing on success stories and client transformations.
Tailor communication style to the client’s personality (analytical, emotional, etc.) to build empathy.

Personal Branding & LinkedIn Strategy

Personal branding is equated to a modern university degree in importance.
LinkedIn is a critical platform for networking, authority building, and sales in the corporate sector.
Key LinkedIn profile elements:
- Professional photo and background image reflecting brand/company.
- Value-focused headline (not just job title).
- Clear “About” section with value proposition and call to action.
- Complete experience, skills (both technical and power skills), and recommendations, especially from clients.
Content creation on LinkedIn recommended at least once a week to build authority.
Quality of connections prioritized over quantity.
Over 80 million potential clients on LinkedIn Brazil; less than 2% create content, highlighting opportunity.
Overcoming impostor syndrome and maintaining consistency are crucial for success.

Use of AI & Technology

AI and generative intelligence (e.g., ChatGPT) should be embraced, not feared.
Mastering AI tools and asking good, context-rich questions can dramatically increase productivity.
AI will automate repetitive tasks, allowing humans to focus on social, creative, and strategic work.
Awareness of AI’s impact on jobs and skills is essential for future-proofing careers.

Frameworks & Processes Highlighted

Self-Knowledge & Strengths Framework: Use tools like CliftonStrengths (StrengthsFinder) and related books (“Discover Your Strengths”) to identify and leverage individual and team strengths. Leaders should focus on enhancing team members’ strengths rather than only correcting weaknesses.
Sales Framework: Consultative selling based on empathy, active listening, and open questions. Elevator pitch: concise, value-driven communication (1-2 sentences). Storytelling as a persuasive tool to connect and illustrate value.
Learning Framework: Embrace a lifelong learning mindset (eternal learner mentality). Focus on one power skill per semester with daily practice. Combine formal learning with self-taught curiosity.
LinkedIn GTM Playbook: Optimize profile for value and first impression. Build quality network connections with personalized messages. Publish content regularly to position as an industry expert. Leverage recommendations and endorsements.

Key Metrics & KPIs

Website views: 1 million+ in 8 months
Unique users: 22,000+
Conversion rate: 5.4% (above market average)
Registrations: 41,000+
Partner companies: 11,000+ with exponential monthly growth
Course solutions: ~80
Partner companies engaged: 12,000+

Actionable Recommendations & Case Examples

Use the SENAC Empresas platform actively to engage partners and customers.
Conduct regular regional events to maintain and deepen partner relationships.
Invest in self-knowledge and strengths assessment for team management.
Build and maintain a personal brand on LinkedIn with consistent content.
Practice active listening and ask many open-ended questions in sales.
Prepare for objections by understanding client concerns deeply.
Use storytelling in sales presentations instead of standard pitches.
Embrace AI tools to enhance productivity and innovation.
Take immediate action on learning and sales strategies to overcome fear and impostor syndrome.

Presenters & Sources

Gabriela Braga – Distance Learning Manager, SENAC National Department
Safira – Corporate Service Team, presented platform results and partner engagement
Borja Castelar – Former LinkedIn Latin America Director, sales and personal branding expert, keynote speaker
Ana Beatriz Vênos – Director of Professional Education, SENAC National Department (video message)
SENAC Corporate Service Interlocutors and Regional Teams (mentioned by name)

This summary captures the strategic vision, operational results, sales and marketing frameworks, leadership tactics, and actionable insights shared during the first day of SENAC’s Corporate Service Meeting.