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Do not sell Business Build Trust
Syed Adeel Ahmed | Senior Manager Business Development
sanofi-aventis Pakistan limited Plot 23, Sector 22, Korangi Industrial Area, Karachi-74900 Pakistan Tel: +92 21 350 60 221 - 35 (Ext. 2238) | Fax: +92 21 350 63 170
What is Trust in general?
What is Trust in general?
The Art and Science of Creating Excuses to Buy
Marketing.Why should I buy from you?
Marketing Sales
Target Customers Sell to Target Customers
Create Message Deliver Message
Marketing vs. Sales
“Get more people, to buy more things, more frequently, at higher prices.”
Sergio Zyman
“Retention and Loyalty are useless if No Conversion is happening.”
Real life marketing objective
Loyalty
Loyalty is Useless…
Virtual Consumption vs.
Real Consumption
Loyalty
Loyalty is misleading…
Heavy Consumption ≠ Loyaltyor
Loyalty ≠ Heavy Consumption
1.Loyalty = Relationship (something like Dating)2.Loyalty ≠ Points3.Loyalty ≠ Redemption
Loyalty = Get more people, to buy more, more frequently, at higher prices
Loyalty
• Two countries fighting for the same land.
• Zero sum game. It’s either theirs or ours.
• The sub-goal is to get customers to:– switch from the competitor to us,
OR – to get non-customers to try our products.
Marketing is War!
“Hope is “Really” not a strategy”.
~ John Maxwell
Positioning
• For who? – Segmentation, Targeting• Your Offer? • Key Differentiator?
Positioning
1. Demographic/Industry segmentation2. Income/Size segmentation
Typical Targeting
1. Industries and relevance 2. Function types & topics 3. Age group of individuals 4. Growth status of company 5. Specific needs etc 6. Community specific 7. Gender
Demographic segmentation
High
Middle
Low
High budgets, look for cutting edge, quality conscious, more demanding needy
Low priority, don’t believe, if it comes free
Not focused for high-end, cannot settle to low-end, needy
Income groups
Target: Customer Type
1. Don’t know you2. Know you, buy from you3. Know you, don’t buy from you4. Know you, hate you
You need to have a different strategy for each of these types
Who am I?What do I offer?Support?End benefit(s)Tagline:
In other words:“Why should I buy from you?”
Key messages
Target
Message
Delivery Tool
Summary
Why B2B Markets are different from those of B2C?
What are B2B Markets?• Compared to B2C markets;
– number of transactions is smaller
– the money involved per transaction is higher
– person-to-person contacts are much more important
– companies communicate with customers in ways that are quite
different from those of B2C companies
B2B Success Factors• For a B2B company, it is important to be seen;
– interested in the customer – trustworthy – technically and economically competent
selling in the B2B market is at least as exciting, as the stakes are much higher
B2B Advertising
trade journals performance data
trade fairs
Internet increasingly, larger scale than B2C
stories ('cases'): 'good and reliable'
PRpublic relations
direct mail selected customers
person-to-person selected customers
advertising in B2B markets is strongly targeted
you might have a high likelihood to be proven to be good at what you do …
but being ‘good’ is NOT enough, is it?
Why are you here?
when you have developed a product, you will want it bought by customers
this will not happen by itself: you will have to market and sell the product
businesses are like games
our endgame solution lies in synergising our channels, thereby upping the priority to
ensure brand sanitation
Ground realities
how much difference can you make to yourself, others, company?
how much difference did you make last year? forget about last year, its past, even if you did
very good or very bad this is a new year - we have to start with a new
beginningthis may sound obvious
(but you still have to do it)
Ground realities
Where can you start from?
Begin with your dreams, your goals
Begin with your dreams, your goals
1. What do you really want?2. Aim for more. It is better to aim 100 and get 50, than to
aim 10 and get 10.3. No one will give to you your dream. You have to get it
yourself!4. It’s never too late to start.5. What price are you willing to pay to get your dream?6. Don’t let anyone look down on you.
Begin with your attitude
Begin with your attitude
• It is difficult to list down good attitudes. It is easier to list down bad attitudes
– Complaining– Openly criticizing– Refuse to listen to advice
– Think you are the best– Refuse to improve yourself– Always think you are right,
everyone else is wrong– Thinking that everyone
owe you something
1. Be careful of the ‘us’ vs. ‘them’ thinking2. Serve before expecting to be served3. Have high standards for yourself4. Never complain about how hard you work
Begin with your attitude
Begin with your habits
1. Steps to Success…– Your success depends on what you do.– What you do depends on who you are. – Who you are depends on Habits…
2. What we do, say and think is 90% controlled by habits.3. Control your habits, and you can control your Success.4. Failure is also because of habits.5. Develop the right Habits – SALES HABITS
Begin with your habits
Begin with relationship
Basics of Relationships
Good performance & skill won't get you very far.
You need others to succeed
Managing your relationship
Five Rules for Successful Relationships: Be yourself
Be of value
Be consistent
Be truthful
Do what you say
Managing your relationship
You cannot get people to listen to you if they don't like you.
And if they don’t listen to you, you won’t accomplish
anything!
Relationships = Expectations.
You must know the expectations and manage those
expectations…
Managing your relationship
1. People are interested in themselves, not in you
2. What is the most interesting subject in the world to them?
“THEMSELVES”
3. Take four words out of your vocabulary: “I, me, my, mine” and
substitute for the most powerful word: “YOU”
4. Remember that the more important you make people feel, the
more they will respond to you.
5. Avoid arguing.
People Skills
• Smile• Firm Handshake• Compliment• Ask questions
• Listen with interest and praise
• Make the person feel Important
• use their Name
Personality & Communication
Begin with your potential
• Grow up• Understand Yourself• Invest in Yourself• Eliminate “Cannot be Done”
“You are being observed all the time”
Reaching your maximum potential
• “Everything depends on Relationships” • Choose your close Friends • Serve • Control and use your Emotions • Discipline
Reaching your maximum potential
• Make a LARGE request, then when it is refused, make a smaller (real) request
First Step Second Step get No! (large request) get Yes! (real request)
• Why DITF works? – Reciprocity – Contrast
Door-in-the-face (DITF)
• First make a SMALL request, then when granted, make a larger (real) request
First Step Second Step get Yes! (small request) get Yes! (real request)
• Example: Blood Donation• Why FITD works?
– Commitment/Consistency, Self perception, Contrast
Foot-in-the-door (FITD)
Remember; fundamentals don’t change
Final Thoughts
Who are you really working for
“What scares me more than death?
It is that I lived, and died, and I did not do anything significant
with my life.”
Thanks a lot
Syed Adeel Ahmed | Senior Manager Business Development
sanofi-aventis Pakistan limited Plot 23, Sector 22, Korangi Industrial Area, Karachi-74900 Pakistan Tel: +92 21 350 60 221 - 35 (Ext. 2238) | Fax: +92 21 350 63 170