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