marketing 362 customer-izingpositioningdifferentiatingpresentingserving relationship building

Marketing 362Marketing 362Customer-izingCustomer-izing

PositioningPositioningDifferentiatingDifferentiating

PresentingPresentingServingServing

Relationship BuildingRelationship Building

Group ReviewGroup ReviewPlease get in your teams and break into two Please get in your teams and break into two groups and take a high-level look at groups and take a high-level look at Chapters 9-14 and answer the following for Chapters 9-14 and answer the following for each:each:

– Provide a descriptive example for the Review and Provide a descriptive example for the Review and Action Points at the end of each Chapter as Action Points at the end of each Chapter as outlined:outlined:

1.1. Chp. 9 - #2 Chp. 9 - #2 (think of your sales project)(think of your sales project)

2.2. Chp. 10 - #1 Chp. 10 - #1 (as a sales team during your sales project)(as a sales team during your sales project)

3.3. Chp. 11 - #3 Chp. 11 - #3 (think of examples you could use)(think of examples you could use)

4.4. Chp. 12 - #2 Chp. 12 - #2 (how did your team do this?)(how did your team do this?)

5.5. Chp. 13 Chp. 13 - # 1 - # 1 (reflect on how your team did this during the sales project)(reflect on how your team did this during the sales project)

6.6. Chp. 14 - # 3 Chp. 14 - # 3 (what did your team do to improve yourselves next time?)(what did your team do to improve yourselves next time?)

Customer-izingCustomer-izing

Buyers define valueBuyers define value

Learn how to think as buyers thinkLearn how to think as buyers think

PositioningPositioningPersuasion positions your solution as the Persuasion positions your solution as the value-added solution: forming an image in value-added solution: forming an image in the customers mind so that you carefully the customers mind so that you carefully shape how others think of youshape how others think of youPersonal Positioning:Personal Positioning:– KnowledgeKnowledge– AppearanceAppearance– Use of timeUse of time– Personal organizationPersonal organization– Effectiveness of communicationsEffectiveness of communications– Quality of presentationsQuality of presentations

DifferentiatingDifferentiatingMakes it easier to choose your solution over the Makes it easier to choose your solution over the competitor’scompetitor’s– Identifying your unique values (fig. 9.1)Identifying your unique values (fig. 9.1)– Creating barriersCreating barriers

Timeline (the ol’ schedule to satisfy)Timeline (the ol’ schedule to satisfy)Make it easier to do business with youMake it easier to do business with youProvide direct access to Doers and ShakersProvide direct access to Doers and ShakersUnique bundling and pricingUnique bundling and pricingVary options by price levelsVary options by price levelsUse your creativity (think of sales project)Use your creativity (think of sales project)

– Describing your differential valueDescribing your differential valueBe +veBe +veUse Comparison ToolsUse Comparison ToolsHave your customers sell for youHave your customers sell for youAcknowledge generic similarities and create barriers with Acknowledge generic similarities and create barriers with “things to consider list” “things to consider list” create worry/doubt create worry/doubt

PresentingPresentingPERSONALIZE your message (buyers PERSONALIZE your message (buyers values)values)– Book shows lots of tips (how?)Book shows lots of tips (how?)

Communicate PERCEIVED VALUECommunicate PERCEIVED VALUE– One key item worth digging into:One key item worth digging into:

(presenting the price: “the price is”…lets (presenting the price: “the price is”…lets discuss)discuss)

Demonstrate SUBSTANCEDemonstrate SUBSTANCE– Here is what you can do nowHere is what you can do now

(show the value – bottom line it)(show the value – bottom line it)

ServingServingAdding Value by: Focusing….persuading…Adding Value by: Focusing….persuading…and now SUPPORTINGand now SUPPORTING

Supporting:Supporting:– SERVING and Relationship BUILDINGSERVING and Relationship BUILDING

SERVING:SERVING:– Smooth, seamless, and painless transitions to Smooth, seamless, and painless transitions to

your solutions (how do we do this? Examples?)your solutions (how do we do this? Examples?)Process Support (see p. 116)Process Support (see p. 116)

People Support (see p. 117)People Support (see p. 117)

RELATIONSHIP BUILDINGRELATIONSHIP BUILDING““Customers buy brands but reserve loyalty for Customers buy brands but reserve loyalty for people”people”Principles:Principles:

1.1. TRUST fundamentalTRUST fundamental2.2. Sale ALWAYS about CUSTOMERSale ALWAYS about CUSTOMER3.3. EMPATHY is your monitorEMPATHY is your monitor4.4. REALITY is in customer’s eyeREALITY is in customer’s eye5.5. SUCCESS (two-way street)SUCCESS (two-way street)

Personal skills:Personal skills:– Listen more talk lessListen more talk less– Genuine interest in customerGenuine interest in customer– Make your customer a hero (A SUCCESS)Make your customer a hero (A SUCCESS)

Go Forth and REPORTIZEGo Forth and REPORTIZE

Individual Reports are dueIndividual Reports are dueMarch 9th. March 9th.

Note: Note: Late penalties effect the entire grade for Late penalties effect the entire grade for

the sales competition project!the sales competition project!