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TRANSCRIPT
Drs. Marc J. De Turck
Boom your clients
Based on the works of L. Ron Hubbard
The Basics of operation
Be there Look Don’t lie
3 Elements of succes
Conviction
Emotions
Behavior
Conditions of existence
DO
HAVE
BE
There are three conditions of existence
These three conditions comprise life
They are BE, DO and HAVE
Сonditions of existence
L. Ron Hubbrd, Fundaentals of thought
BE
The condition of being is defined as theassumption (choosing) of a category of identity.
An example of beingness could be one's own name.
Another example would be one's profession.
Сonditions of existence
L. Ron Hubbrd, Fundaentals of thought
DO
The second condition of existence is doing.By doing, we mean action, function, accomplishment, the attainment of goals,the fulfilling of purpose, or any change of position in space.
Сonditions of existence
L. Ron Hubbrd, Fundaentals of thought
HAVE
The third condition of existence is havingness.By havingness we mean owning, possessing, being capable of commanding, positioning,taking charge of objects, energies or spaces.
Сonditions of excistence
L. Ron Hubbrd, Fundaentals of thought
A product is a finished high quality service or article,in the hands of the being or group it serves, as an exchange for a valuable. ….
It's a finished high quality service or article in the hands of the consumer as an exchange for a valuable.
In other words it isn't a product at all unless it's exchanged. Unless it's exchangeable it's not a product at all.
Even the individual has to put his service or article in the hands of some other staff member before it could be called a product.
Product is exchange, exchange is product.
Products and exchange
L. Ron Hubbard, Management technology defined
Products - Ice cream
L. Ron Hubbard, Management technology defined
Result of YOU
Result of Product
Result of Company
Positioning:
“Old advertising tech is worn out… they have a new tech called positioning. “This means putting a subject (like shaving cream) into a relative position with other products. People only remember, they say, by relating one thing to another.”
“A position is where you put a product in somebody’s life or mind and in relation to other products.”
L. Ron Hubbard, Modern Management Technology Defined, “Positioning” p. 398
*
“Fast communication is most easily done by comparisons…
“So we get a law which is this:
“THE UNFAMILIAR IS RAPIDLY INTRODUCED OR
COMMUNICATED BY COMPARING IT TO A FAMILIAR.”
L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 5, PR Series 30, Positioning, Philosophic Theory” p. 181-182
BEFORE
AFTER
POSITIONING, PHILOSOPHIC THEORY
“There is an excellent booklet called: “The Positioning Era” put out by Ries Cappiello Colwell, Inc., 1212 Avenue of the Americas, New York, NY 10036, which has been reprinted and issued as HCO PL 13 Sept. 88R, Marketing Series 24, THE POSITIONING ERA. It is an excellent book”. – LRH
HCO PL 30 January 1979, POSITIONING, PHILOSOPHIC THEORY
THE POSITIONING ERA
“The little booklet on this is proved below – “The Positioning Era,” written by Jack Trout and Al Ries, published by
Ries Cappiello Colwell, Inc., 1212. It is a vital tool.” – LRH
HCO PL 13 Sept. 88R, Marketing Series 24, THE POSITIONING ERA
1. THE LAW OF LEADERSHIP
“It’s better to be first than it is to be better.
The basic issue in marketing is creating a category you can be first in. it’s the law of leadership. It’s better to be first than it is to be better.”
THE LAW OF LEADERSHIP
What’s the name of the first person to fly the Atlantic Ocean solo? Charles Lindbergh, right? What’s the name of the second person to fly Atlantic Ocean solo? Not so easy to answer, is it?
Niel Armstrong was the first person to walk on the moon. Who was second?
George Washington was the first president of the United States. Who was second?
2. THE LAW OF THE CATEGORY
If you can’t be first in a category, set up a new category you can be first in.
The most successful computer company of the seventies and eighties next to IBM was Digital Equipment Corporation. IBM was first in computers. DEC was first in microcomputers.
Many other computer companies became rich and famous by following a simple principle: If you can’t be first in a category, set up a new category you can be first in.
NUMBER TWO STRATEGY
“Most companies are in the No. 2,3,4 or even worse category. What then?
“simply stated, the first rule of positioning is this:
You can’t compete, head-on against a company that has a strong, established position. You can go around, under or over, but never head-to-head.”
The classic example of No. 2 strategy is AVIS. But many marketing people misread the AVIV story. They assume the company was successful because it tried harder.
Not at all. Avis was successful because it related itself to the position of Hertz. Avis preempted the No. 2 position. (if trying harder were the secret of success, Harold Stassen would be President.)
*preempted: to take the place of something else.
Most marketplaces have room for a strong No. 2 company provided they position themselves clearly as an alternative to the leader…
3. THE LAW OF THE MIND
It’s better to be first in the mind than to be first in the marketplace.
The law of mind follows from the law of perception. If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace.
For example, IBM wasn’t first in the marketplace with the mainframe computer. But thanks to a massive marketing effort, IBM got into the mind and won the computer battle early.
4. THE LAW OF PERCEPTION
Marketing is not a battle of products, it’s a battle of perceptions.
5. THE LAW OF FOCUS
The most powerful concept in marketing is owning a word in the prospect’s mind.
A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple are best, words taken right out of the dictionary.
MARKETING:
“The conceiving and packaging and the moving of a specific product into public hands. It means to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.”
L. Ron Hubbard, Management Series, Vol. 3 p. 174 “Marketing, Promotion and Dissemination Defined”.*
Motivation Scale
Duty highest
Personal convictionPersonal gainMoney lowest
L. Ron hubbard, Motivation scale
Conditions of exchange
1. Rip-off
First consider a group which takes in money but does not deliver anything in exchange. This is called rip-off.
2. Partial exchange
The group takes in order or money for goods and then delivers part of it or a corrupted version of what was ordered.
Products and exchange
L. Ron Hubbard, Finance series 36
3. Fair exchange
One takes in orders and money and one delivers exactly as was ordered.
4. Exchange in abundance
Here one does not give two for one or free service but gives something more valuable than money was received for.
Л. Рон Хаббард, Серрия Финансы 28
Conditions of exchange
Products and exchange
The Emotional tone scale
4.0 Enthusiasm
3.3 Strong interest
3.0 Conservatism
2.5 Boredom
2.0 Antagonism
1.5 Anger
1.1 Covert Hostility
1.0 Fear
0.5 Grief
0.05 Apathy
L. Ron Hubbard, The emotional tone scale
4 exact steps
Contact
Handle
Salvage
Bring to understanding
L. Ron Hubbard, Dissem drill
4 exact steps in sales CONTACT
Clear and simple On a fair On a meeting In a train, …. On holiday In a restaurant Use tone scale
HANDLE
Handle all antagonism towards YOU and towards your product and your company
Control, direct, ….
4 exact steps in sales
HANDLE
Interest
Communication
Control
HelpL.Ron Hubbard Precession proces
4 exact steps in sales
Salvage
What does the person need?Why doe she need this?How does this have an effect upon him?What would happen if he wouldn’t get
what he needs?How long is this going on?Does he really think he can get it?
4 exact steps
Bring to understanding and propose
False objection : is changingDo not change – come back with
same proposalReal objection is coming back
4 exact steps in sales
Closing with real objection
1. Understand the objection
2. Find something the person is right and acknowledge this
3. Wait
4. Come back with your proposal
5. Ask for his solution
Never give a solution, give data.
4 exact steps
Conditions and formulas
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W1 W2 W3 W4 W5 W6 W7 W8
Non-existence
1. Find a communication line.
2. Make yourself known.
3. Discover what is needed or wanted.
4. Do, produce and/or present it.
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L. Ron Hubbard, Ethis, the Condtions formulas
Conditions and formulas
Danger
1. Bypass habits or normal routines.2. Handle the situation and any danger in it.3. Assign self a Danger condition.4. Get in your own personal ethics by
finding what you are doing that is out-ethics and use self-discipline to correct it and get honest and straight.
5. Reorganize your life so that the dangerous situation is not continually happening to you.
6. Formulate and adopt firm policy that will hereafter detect and prevent the same situation from continuing to occur.
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L. Ron Hubbard, Ethis, the Condtions formulas
Conditions and formulas
Emergency
1. Promote. That applies to an organization. To an individual you had better say produce.
2. Change your operating basis. 3. Economize.4. Then prepare to deliver.5. Part of the condition of Emergency
contains this little line—you have got to stiffen discipline or you have got to stiffen ethics.
L. Ron Hubbard, Ethis, the Condtions formulas
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Conditions and formulas
Normal
1. The way you maintain an increase is when you are in a state of Normal Operation you don’t change anything.
2. Ethics are very mild, the justice factor is quite mild, there are no savage actions taken particularly.
3. When a statistic betters then look it over carefully and find out what bettered it, and then do that without abandoning what you were doing before.
4. Every time a statistic worsens slightly, quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
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Conditions and formulas
Normal
1. The way you maintain an increase is when you are in a state of Normal Operation you don’t change anything.
2. Ethics are very mild, the justice factor is quite mild, there are no savage actions taken particularly.
3. When a statistic betters then look it over carefully and find out what bettered it, and then do that without abandoning what you were doing before.
4. Every time a statistic worsens slightly, quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
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Conditions and formulas
Affluence
1. Economize. Now the first thing you must do in Affluence is economize and then make very, very sure that you don’t buy anything that has any future commitment to it
2. Pay every bill. 3. Invest the remainder in service facilities;
make it more possible to deliver.4. Discover what caused the condition of
Affluence and strengthen it.
L. Ron Hubbard, Ethis, the Condtions formulas
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Conditions and formulasPower
The first law of a condition of Power is don’t disconnect. You can’t just deny your connections; what you have got to do is take ownership and responsibility for your connections.
2. The first thing you have got to do is make a record of all of its lines. And that is the only way you will ever be able to disconnect. So on a condition of Power the first thing you have to do is write up your wholepost. You have made it possible for the next fellow in to assume the state of Power Change. If you don’t write up your whole post, you are going to be stuck with a piece of that post since time immemorial, and a year or so later somebody will still be coming to you asking you about that post which you occupied.
3. The responsibility is write the thing up and get it into the hands of the guy who is going to take care of it.
4. Do all you can to make the post occupiable.
L. Ron Hubbard, Ethis, the Condtions formulas
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Reference Materials