GHISLAINE PELLAT

GRENOBLE UNIVERSITY (IUT2. UPMF)

TOPICS : SELLING AND COMMERCIAL NEGOTIATION

CUSTOMER CENTRICITY, A MAJOR CONCERN FOR THE

COMPANIES

What is a company for ?

Production

Workers Machines

Products

Raw Materials

R & D

CustomersClients CompetitorsQualityPrice Policy

PurchasesQualityProcessBest practices

GOAL : MAXIMIZING MARGINS

Positive flowsPositive flowsNegative flows

Costs environment Turnover

What is a customer-centric attitude ?

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To create a positive consumer experience at the point of sale and post-sale.A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.

A consumer can be : 1. A purchaser of a good or service in retail.2. An end user, and not necessarily a purchaser, in the distribution chain of a good or service. See also customer.

Value in Marketing: The extent to which a good or service is perceived by its customer to meet his or her needs or wants, measured by customer's willingness to pay for it. It commonly depends more on the customer's perception of the worth of the product than on its intrinsic value

17 mars 2013From Businessdictionnary

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Value in Marketing field

Competitors

Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. The presence of one or more competitors can reduce the prices of goods and services as the companies attempt to gain a larger market share. Competition also requires companies to become more efficient in order to reduce costs. Fast-food restaurants McDonald's and Burger King are competitors, as are Coca-Cola and Pepsi, and Wal-Mart and Target.

17 mars 2013From Businessdictionnary

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Changes for companies

More and more clients to day use different technologies which help them in purchasing

Companies need to modify their attitude with their clients and try to ear their « voice », particulary on the social media

They understood and they need to place the client in the center of the strategic aims

The customer centricity is essential to achieve this goal.

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TOPIC

E commerce : Commerce on the webM commerce : Commerce on the mobile phoneF commerce : Commerce via facebookL commerce : Commerce via LinkedIn

To day, consumers buy more and more on the web, how companies do have to adapt their organization ?

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Internet and the relationship with client

Target: Follow anyone who has expressed the wish to know our products.

purposes:

1. the sale of one or more products (tangible or services)

2. Let him remember the brand through his surf.3. He talks positively about it

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Internet and the relationship with client

Two important issues :1. To be on the customer’ s way and invite him in

your "virtual store" (The click of click and mortar)2. The "store" visit by the customer who found you.

Welcome him as best you can. (The mortar of click and mortar)

Competition between the two sales channels?Do you implement the same relationship tools in

both cases?

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To be on the way of the customer

The showcase usually plays this role (it invites the client into his world through the brand name reputation, the staging of the products, by their location in the store, the atmosphere ...)

For internet, the challenge is referencing: and above all the attractiveness of your web site.

"pull" strategy by standing in the way of the client.Visit: "push" Strategy through a direct personalized

communication

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« pull » strategy

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In a relationship, the first challenge: be on the first page of Google in the first 5 references.

strategy:Working with Google in friendly way and its

analytical tools (google adwords, google analytics ...)

The first page of the site, " city airport." must refer to the clients world of and their needs. merchandising = dramatization.

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Google as a partner

Google Regular scans: nothing is forever. It tests the "majors" sites and then search for specific characteristics.

Google scans the first page: form top right to left then down to the center and then vertically. "Tracking".

The best way is to reference active sites on your own site and be referenced by sites which have complementary or similar activities. (Negotiations)

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To be “Google friendly”

1. Tags as found in the chapters and the text (those of the customers) but not too much, otherwise Google considers the text as "suspect"

2. The website tree must be consistent in its code structure if not, Google abandoned (it tests the first level, up to 3rd, if there is a jump site ... "amateur"

3. Working with Google "robots" that test the changes of sites. If no activity, the interest down.

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"Facebook friendly"

Companies are now on Facebook: the first access for users.

Place where people discuss, enjoy, walksRelayed by TwitterNo need to be aggressive in terms of marketBut also allowing communication practices,

exchange of good ideas,Awareness and monitoring of consumer behavior

(sociology)

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"Push" strategy

A customer entrance on the website is the first step of a long relationship due to be long as possible = link generation.

For example: www.camif.frIt is important for him to understand

immediately what we have to do together. (world, speeches, He and neither the product nor the Company)

Should lead to a personal and oral relationship.

Follow them and convince them to leave their contact

The sales behavior should be kept in mind

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Customer, you are welcome...

Will allow the person to enter in our worldhttp://www.youtube.com/watch?v=0qE8CreR6AUPut him in a situation where he feels concerned (a

problem or a fantasy)http://www.youtube.com/watch?

v=2Ts04dO2RKQ&NR=1Increase the virtual reality (flashcodes)1. Ask him to stay...2. Explain him that we have a tailored solution for

him...3. Open a discussion (advisors, phone calls and so on ...)

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Encourage him to remain

Find a tagline: it is 50% of the understanding of the following text.

It should give a benefit, avoid inconvenience, and excite the curiosity

"you" (the client) are our concerned, not the company, not the product.

Train you to find efficient tags

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Find the appropriate tags

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A unique solution for him

The client is not in front of us, we work with promises

e.g. To earn, save, do (go to strategy)e.g. To avoid losing, risks, worries (avoid strategy)The imperative sentences increase the

persuasiveness of the information.

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5 proven tags...

How...5 steps to... Are you...10 Ways to ... How...The secret ... One sure way to...Why...What makes...Do you need...

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You can trust ...

Extensive use of references in which the customer can identify himself: Strategy "like."

Accurate and consistent message: "this bike will take you in 20 minutes to your work, at the faculty of management in Lodz" (thanks to Facebook and geolocalisation)

Proofed whith photos "before, after".References from the peers

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Internet or TVshopping : similar contexts

Use of references, experts or famous people

End users

Newspaper articles, seminars, TV shows.

"Read in .... The ../../.. Or seen on TV the ../../.. In the show "... ... .. "

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Client, it is time to buy !

The price (and package options ...)The gift in addition, consistent with the productThe "exceptional sales" conditionsThe purchase agreement is not called an order.It lists the products that you remember (photos)The words used by the customers (not ours : Blogs

are used to recover the words and sentences used by customers).

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Social Media Animation : recommendation and communication

Facebook (C to C), Hi 5 (C to C), Viadeo: B to C and B to B, LinkedIn: B to B (selective) Twitter: B to B and B to C, Xing (B to B)

To recommend : A Community: group of people who have a common interest (friendship, professional, social ...)

Characterized by a vote on the website, on the reception, on the product on the overall satisfaction

To communicate : Managing the recommendation (in case of negative rec.: to be able to accept and correct if necessary, in case of + rec. : enhance it, to be able to manage it)

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The impact of social networks on the web

17 mars 2013Customer orientation. G. Pellat

Internet visibility

Efficiency,Trafic,Conversion

TO INFORM

TO COMMUNICATE

TO EXCHANGE

TO GET FANS

Site of information : web 1.0: shopwindow + placement

Web 2.0 : give informations on products, to host and to argue

Web 3.0 : Manage communities, leader of the products, prescriptorsEXPERTS

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Web, social media for the client relationship

Trend to develop the customer relationship even on the web

The most specific relationship (business clubs created, hubs, blogs, walls ....)

Emergence of new professions : host communitiesSkills: IT, marketing, sales, communication,

sociology, logisticsSynergy with all the channels: stores, distributors ....A web which generates qualified "leads".

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Enterprise 2.0

Asked about the client's place in the business: it is at the heart of the business, it is everywhere in the company

A serious change of mindsetThe company no longer controls a pyramidEmployees communicate on social media and inform

the outside, they know, affect (twitter)Emergency learn teamwork and lead this team

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Recruitment and people management

Management of sales teams: the new organization is an opportunity for the salespeople because their efficacity is easy to measure.

Recruitment: commitment to the goals, attitudes, positions on the networks (address book, and active and qualified leads, networking ).

Requires to the salesperson to manage their professional life: leader, expert, collaborator, facilitator .... The difference: the behaviour

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Internet ... human relationships

Internet generates "lead generation" (generates contacts), sort and qualifiy them

These qualifications are carried out by means of phone calls and interpersonal communication

This step can continue with a face to face relation with the salesman

Internet can limit the number of visits (economy) and keep visits to close the business.

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Click and Mortar (virtual and hardware)

Refers to companies that offer a complementary manner:

of Internet sales (online activities)and sales in store or physical point of sale

(traditional distribution).These English expressions is called : bricks and

mortar.Eg FNAC, IKEA are typical illustrations.Flows and emotional virtual ways .

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Bricks and Clicks

Stores are occupied beyond its walls by merchants for resistant consumer

This distribution pattern differs from the “all virtual “ models where only trade online is offered to the customers.

Some “all virtual “ operators seem to redirect part of their distribution strategy to the click and mortar in order to enhance human relationships.

The store organizes the overview of the product ,allows customers to test the products even outside its walls (corridors of "mall”)

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A tag, a flashcode, your iphone !

You look at a nice tie : tag it with your iphone

E geolocalisation : Iphone offers the nearest store where to buy it

E reputation : Google presents all the places or websites that talk about this tie

Epicking situations :scanned catalogs of products with only one flashcode

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Ethno marketing (ethnology and marketing)

Consumer have doubt against too big brands or retails. Consumers become resistants to the marketing

How to sell to these new customers ? (brands like : Freitag, Merci, Uniqlo, Okaïdi: all of these stores shows their vision of the world but not the products themselves.

Leroy Merlin (homeword) turnover : 60% is sold in retails but there is 40% more which is bought in another distribution channel

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Chris Anderson long trend

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Classicalpurchases

FairtradeDistributionplaces

C2C : second hand products, internet…Exchanges C to C. Peer to Peer.Against big companies.

Vol ofPurchases60 %

25 %

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Egal to the bestsellers market

About the Chris Anderson long trend

This idea emerged in the year 2004, pasted from a mathematical pattern

Some products benefit of a low demand, it represents a small market. In addition, all these small targets , make a market as big as the bestsellers market.

To succeed, the distribution channels have to be reactive and offering adapted product for each special demand (internet can offer that very cheap)

There is an official, highlighted market and a hidden and efficient market too.

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The challenge: to meet the client in his own world

To Identify him in actionTo put them in order considering their

resistance to the purchaseRemove the authenticity : knitting clubs

are created around the wool activities, e.g. in the street where people teach each other how knitting. On this place communication is the goal, with pleasure, exchange of best "practices" or ideas or recipes.

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Commercial tools, from internet to a showroom

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Visit on the web site

Adress and newsletter

email

Thank youContactDelivery

Phone

Detecting needs.ArgumentsPlease come to see our showroomMeeting

Shop

Taste itTry itAtmosphereBe with him to help him for a solution

Google

Sell = Emotional Bindings

SOCIAL MEDIA LOYALTY TO THE BRAND AND THE COMPANY

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B to B Environment :

The purchaser is also a businessman and also an individual person connected to Internet

Importance of the "showroom" or laboratory testing or application sites and training The purchaser will create his own product in these laboratories… job for the long term

Forum for discussions and observation practices

trading

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Web and prospection in B to B

Affiliation (prospecting) uses the web channel to drain customers (leads)

Useful for companies which are seeking qualified leads. These customers require an important effort for the salesperson and for companies where the increasing turnover is the main goal.

Affiliated websites in B to B (about 2000 and anymore) (45 000 in B to C).

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B to B context

Buying cycle slower, more thoughtful, less impulsive, more people involved in the decision

Seasonality (summer) market, no work on the weekends.

Campaigns with dedicated budgets, closed in a scale of time Ex: Campaign 10 000 euros per year (B to C: work on the long-term, couponing effects)

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B to B context

The contact described in B to B is a decision maker, get their contact is expensive and confidential

The price per lead (CPL) is higherThey appreciate the cross-cutting services (support

for other sectors or services), reactivity and performance in services.

Reputation: accelerator for success, but a challenger with an innovative product can succeed in affiliation.

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To be customer oriented

Part of the seller attitudes, part of the company attitude

Become indispensable and unavoidable to the customer is the challenge for the future

salespeople have to add relational value in their communication with the clients.

http://www.dailymotion.com/video/xlbe3g_parodie-publicite-iphone-6-anthony-kavanagh_fun

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Social values

Some antiglobal activits call for deconsumption : some dispute specific elements of global value chains such as brands

« international indignados »http://www.youtube.com/watch?v=NsTVI6SN7MU

La publicité pour la Volkswagen Passat : the atmos group

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The lean process (Keizen method) Quality

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Lean for sales and marketing

This attitude is searching how to find the added value of our customers,

What do they hope from the interaction with our products/company.

How we can increase their satisfaction

http://www.youtube.com/watch?feature=player_embedded&v=Oqw3OFn_PCA (CEO of partners in excellence)

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Obama fundraising

XPLANED_Obama_Fundraising.pdf

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The end !

I thank you for your attention !

Your questions, remarks

Let’s go on the future on the web and in the stores

Ghislaine Pellat

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