Knowledge sharing on sales & marketing.

KNOWLEDGE SHARING ON SALES & MARKETING.

15th March,2010.

24th July,2012.

jak/LV In-House/MICT/15Mar2010.

PROGRAMME.

1. Changing Global Market.

2. What is Marketing ?

3. Total Value Proposition.

4. Basis for Competitive Edge.

5. Moment of Truth.

6. Role Play.

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Changing Global Market.

♦ Changes in 1980s --- ♦ Huge Expansion of Communication.♦ Advances in Communication Technology

have raised the Standard of Expectation and Education across the world.

♦ Demand across the world is becoming more and more similar.

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Changing Global Market.

♦ TREND ---- ♦ Commonality and Diffusion of Knowledge.♦ Universal Skills are required.♦ Markets fragment in New Ways.♦ Potentials for Economies of Scale rise.♦ Historical differences in Consumption begin

to disappear.

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What is Marketing ?

Marketing is ………..♦ Selling♦ Advertising♦ Promotion♦ Distribution♦ Pricing♦ Product Development

--- etc., etc., etc.,

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Marketing is ………………….

“The process of meeting needs and wants

at a profit

using a range of Promotional, Product,

Pricing and Distribution Tools.”

“It is the Understanding of Value as it exists in the head of others.”

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MARKETING IS A WAY OF THINKING,

NOT A SET OF TOOLS !

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3 Profound and Basic Questions –

1. What do the Customers Want ?

2. What are Customers Getting at Present ?

3. Is there a difference in the Value Requirements ?

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BRAND PRODUCT SELLING.

Kodak / Camera

Film / Digital

Honda Motor-cycle

Marlboro Cigarettes

Revlon Cosmetics

Memories.

Independence.

Macho Image.

Hope.

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Usual 6 Ps in Marketing.

♦ PRODUCT.♦ PRICING.♦ POSITIONING.♦ PACKAGING.♦ PEOPLE.♦ PROMOTION.

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The AIDA Process.

♦ A Attention.

♦ I Interest.

♦ D Desire.

♦ A Action.

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A TOTAL VALUE PROPOSITION.

VALUE

NEED

PRICEeg: water in the desert.

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SERVICE as a Basis for Competitive Edge.

Global Changes – encourage a move towards an enhanced requirement for “Intangible Benefits” in the delivery of Products & Value.

Increasingly, as products converge in terms of their technical value, the difference shall be the --- “Customer Service” – offered.

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SERVICE as a Basis for Competitive Edge.

♦ Customer Service is offered to give Customer Satisfaction.

♦ Creating 100 % standards of Customer Service is not easy.

♦ 95 % Service is not enough.♦ Because the 5 % of Errors remove the

benefit from the 95 % which is delivered.

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SERVICE as a Basis for Competitive Edge.♦ Delivering “Customer Service” in order to

attract and retain customers has to be ---

a matter of fact ----- with

all the systems,

motivations and

decisions that implies.

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Moments of Truth.

The impression held by a customer of a company/store is made up of a series of essentially trivial and unconnected “moments”.

Essentially, those moments are delivered by the lowest line of individuals in an organization.

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Example 1 – Air Line.

PROCEDURE.

Reservation/Booking Check-in

Welcoming / Reception

Cleanliness SAFETY.

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Example 1 – Air Line.

MOT identified.

Coffee Stain on the fold down table was linked to -------

the Quality of the Maintenance on the Engines.

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Learning from Example 1.

Not only are the MOT small……

But they build up an impression of the company

Which may be WHOLLY UNJUSTIFIED.

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Example 2 – Hotel.

PROCEDURE.Hotel Check-in Ushered to the Room

House Keeping Facilities/Amenities

Food Hotel Check-out

SATISFACTION.

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Example 2 – Hotel.

WHO MAKES THE DIFFERENCE ?

♦ The General Manager ?♦ The Finance Director ?♦ The Room Maid ?

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What are the MOT ?

♦ What are the MOT for the Airline / Hotel ?♦ Who is Responsible ?♦ What should be the Management Action ?

MOT Responsibility Action

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Key to Customer Service.

♦ …. To manage the MOT.

the Role for Management is

to understand How to Motivate the

Individuals at the bottom of the Triangle

to Deliver the Service.

( turning the Triangle upside down )

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ROLE PLAY EXERCISES.

1. A customer trying to find the Right Product for her monthly problem / cosmetics.

2. A customer complaining of something about the product – April Love / BYS.

3. A customer complaining about the service.

4. Handling a Nasty customer.

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MORE TO LEARN ……..

Such as :♦ Problem Solving♦ Communication Skills♦ Selling Skills♦ Customer Management♦ Etc,etc,etc,………………..

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OBJECTIVE.To develop and facilitateour organization to be

“A LEARNING & SHARING ORGANIZATION”.

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FINAL WORDS.

♦ “ WELL DONE

IS BETTER THAN

WELL SAID.”

( Benjamin Franklin.)

THANK YOU ALL.

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Knowledge sharing on sales & marketing.

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