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JAGUAR LAND ROVER
MAURITIUS
SALES & CUSTOMERS
GOALS
“A STRUCTURE CAN ONLY BE VALIDIF IT SERVES A VERY CLEAR OBJECTIVE
THIS IS WHY WE NEED TO KNOW WHAT OUR REAL GOALS ARE”
THE MARKETSALE OF VEHICLES HAS A QUITE OPEN MARKET AND THOSE CONSIST OF:
SISTER COMPANIES PRIVATE SECTOR INDIVIDUAL DUTY FREE TAXI GOVERNMENT BODIES TENDERS
CLIENTS LISTIt’s axiomatic:
You are as good or as bad as the character of your Client List.
In a very real sense, You are your Clients
List !!!
THE MARKETING CONCEPTThere is only one boss:
THE CUSTOMERand he can fire everybody in the company,from the chairman on down,simply by spending his money somewhere else.
Sam Walton – Founder of Wal-Mart.
THE MARKETING CONCEPT“there is only one valid definition of
business purpose :TO CREATE A CUSTOMER”
What is there more than this explanation to explain the main objective of the company?
THE BUSINESSThe only things that exist in the
business are costs, activities, efforts, problems, mediocrity, friction, politics, and crisis.
The only profit centre in the business is a customer’s cheque that doesn’t bounce.
MAIN OBJECTIVES OF THE SALESPERSON
Sell “ HOPE”What make the concept so brilliant is the
focus is always on the outside of the organisation. It doesn’t look inside and ask
“What do we want and need?” but rather it looks outside to the customer and asks
“What do you desire and value?”
BASICS OF A SALES PERSON Interpersonal skills Aggressiveness Interest in the customer Ability to explain procedures in terms the customer understands
Willingness to give advice Perceived honesty Don’t assume the customer is a technician
MAIN OBJECTIVES
It’s not enough to satisfy the customer.Not nearly enoughYou’ve got to move beyond Customer satisfaction to Customer delight
If we are not customer-driven then our cars won’t be either
CUSTOMERS EXPERIENCESThe experiences a customer will have in interacting with a firm generally revolve around three areas:
QUALITYPRICE
SERVICE
ANECDOTEMercedes-Benz (now Daimler-Chrysler) always touted its high quality to the market place, since they essentially started the automobile industry and had built up a reputation for excellence in engineering. But in the 1990’s Lexus came along and offered customers a superior value proposition, not just in terms of price (indeed a Lexus is not materially cheaper than a Mercedes), but rather in the totality of the ownership experience. Mercedes market shares dropped from 11.6% to 6.4% (1985-1992).
CONCLUSIONResting on your laurels in terms of technical quality alone is a prescription for loosing customers.
The Japanese even have a term for this:“atarimae hinshitsu ”which means “quality taken for granted ”
COMPANY VALUE PROPOSITION
Trusted advisors – Sales personsA long term historyIn the profession for long termGood reputation and/or brand nameTechnical expertiseKnowledgeable and experienced professionals
Utilises latest technologiesCommitted to our customers
VALUE PROPOSITION
10 STEPS TO TRANSFORM THE PROCESS OF GOING TO MARKET
CUSTOMERS : Think about how seriously you take your customers and what it will take to do better to win real customer loyalty
VALUE :Put a handle on what the customer value revolution and the sophisticated customer means to your business
E-BUSINESSBuild into your thinking what E-business means for your company and your competition now and what will it mean in the future
TOTALLY INTEGRATED MARKETINGGet your mind around how your company is going to change its ways to cope with the future
CREATIVITY AND STRATEGYFigure out what strategy means and how to get creativity into your company’s strategising
STRATEGIC PATHWAYMap out the key components of your market strategy as a pathway which everyone can understand
PLANTurn your strategy into a plan that makes sense to people in your company and makes a solid business case
STRATEGIC GAPSTurn the strategy into a marketing programme and find the strategic gaps between what you need to be
MANAGE THE KEY PROCESSESWork out how to fit your strategy into the key planning and budgeting processes to get ownership and commitment
IMPLEMENTATION STRATEGYLay out a realistic, credible, costed and detailed implementation plan as the basis for strategic internal marketing
SUMMARYAll that has been presented to you is what , I think a salesperson should be informed of and implemented with the support of the organisation, thus creating a new era of Sales and Marketing as target of the organisation. If this is not a winning horse then the purpose of this presentation has been of no value.Any questions …
