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GETIT INFOMEDIA SUMMER TRAINING REPORTTRANSCRIPT
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TRAINING REPORTAT
GETIT INFOSERVICES (P) LTD., BANGALORE
A project report submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION(INDUTRY INTEGRATED)
TO
MADURAI KAMARAJ UNIVERSITY, MADURAIBY
Ravi GuptaReg.No. A8753425
UNDER THE GUIDENCE OFMrs. Manisha Tripathi.
BANGALORE SCHOOL OF BUSINESS
BANGALORE.
JANUARY 2010
CERTIFICATE
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This is to certify that the project report at
GETIT INFOSERVICES (P) LTD.
A project report submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION(INDUTRY INTEGRATED)
TOMADURAI KAMARAJ UNIVERSITY, MADURAI
BYIs a record of bonafide training-cum-project carried out
Ravi GuptaReg.No. A8753425
Under my supervision and guidance and that no part of this report has
been submitted for the award of any other degree/ diploma/ fellowship or
similar titles or prizes.
FACULTY GUIDE
Name: Mrs. MANISHA TRIPATHI
Date: Signature and seal of learning centre
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STUDENTS DECLARATION
I hereby declare that the project report conducted at
GETIT INFOSERVICES (P) LTD.
Under the guidance of
Mrs. MANISHA TRIPATHI
Submitted in partial fulfillment of the requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION
(INDUSTRY INTEGRATED)
TOMADURAI KAMARAJ UNIVERSITY, MADURAI
BY
RAVI GUPTAReg.No. A875425
Is my original work and the same has not been submitted for the award of
any other Degree/ Diploma/ Fellowship or other similar titles or prizes.
Place: BANGALORE Name: RAVI GUPTA
Date: Reg No: A8753425
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ACKNOWLEDGEMENT
I express my sincere thanks to Prof. S.P. Reddy Director, BSB for His Encouragement
and support facilities.
We are grateful to him for his unflinching efforts in facilitating academic excellence. We
Thank him for facilitating holistic development in our endeavors.
I would like to express my deepest gratitude towards my project guide
Mrs. MANISHA TRIPATHI for his invaluable guidance during this project.
I also wish to thank Mr. PURUSHOTHAM (Manager) And Mr. CHANDRA KUMAR
(SALES MANAGER) GETIT INFOSERVICES (P) Ltd. For granting permission and
help in undertaking the training-cum-project. I would also like to thank my job mates
who provided a helping hand in making this project.
Date: RAVI GUPTA
Place: Signature
CONTENTS
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SL. NO. TOPIC PAGE NO.
CHAPTER 1: INTRODUCTION1.1 General Introduction 61.2 Industry Profile 11
a. Origin and development of the industry 11b. Growth and present status of the industry 12c. Future of the industry 13
CHAPTER 2: PROFILE OF THE ORGANIZATION2.1 Origin Of The Organization 142.2 Growth And Development Of The Organization 182.3 Present Status Of The Organization 212.4 Functional Departments Of The Organization 272.5 Organizational Structure And Organizational Chart 282.62.7
Product And Service Profile Of The OrganizationTotal product Knowledge
3035
2.8 Market Profile Of The Organization 41
CHAPTER 3: DISCUSSIONS ON TRAINING3.1 Student’s work Profile 503.2 Description Of Live Experience 54
CHAPTER 4: STUDY OF SELECTED RESEARCH PROBLEM4.1 Statement Of Research Problem 644.2 Statement Of Research Objectives 674.3 Research Design And Methodology 694.4 Analysis Of Data 724.5 Summary Of Findings 79
CHAPTER 5: SUMMARY AND CONCLUSIONS5.1 SUMMARY OF LEARNING EXPERIENCE 81
5.2 CONCLUSION AND RECOMMENDATION 90
QUESTIONAIRE 94
BIBILIOGRAPHY97
CHAPTER – 1
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INTRODUCTION
1.1 GENERAL INTRODUCTION ABOUT THE SECTOR
The term BizList refers to a telephone directory of businesses, categorized according to
the Product or service provided. As the name suggests, such directories were originally
printed on yellow paper, as opposed to white pages for non-commercial listings. The
traditional term BizList is now also applied to Bangalore commercial telephone
directories.
To avoid the increasing cost of yellow paper, the yellow background of the pages is
currently printed on white paper using ink. Yellow paper is no longer used.
The name and concept of "bizlist" came about in 2006, when a printer in Cheyenne,
Wyoming working on a regular telephone directory ran out of white paper and used
yellow paper instead. In 2007 getit info services ltd created the first official bizlist
directory, inventing an industry.
Today, the expression business telecom directories is used globally, in both English-
speaking and non-English speaking countries. In the United States, it refers to the
category, while in some other countries it is a registered name and therefore a proper
noun.
WHAT IS BIZLIST:
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Bizlist are a print directory which provides an alphabetical listing of businesses within a
specific geographical area (e.g., Greater Chicago), which are segregated under
headings for similar types of businesses (e.g., Plumbers). Traditionally these directories
have been published by the local phone company, but due to the highly profitable
nature of the business there are numerous independent directory publishers. Some BZL
publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business
Pages).
Bizlist directories are usually published annually, and distributed for free to all
residences and businesses within a given coverage araea. The majority of listings are
plain and in small black text, usually in the Bell Gothic or Bell Centennil typefaces. The
BZL publishers generate profit by selling advertising space or listings under each
heading. Advertising may be sold by a direct sales force or by approved agencies
(CMR's). Available advertising space varies among publishers and ranges from bold
names up to four color twin page ads ("double trucks"). Advertising rates typically
increase every year regardless of distribution or usage fluctuations.
Business listings used for publication are obtained by several methods. Local phone
companies that publish directories rely on their own customer lists and include business
listings that are provided by phone service providers (CLEC's). Business owners that
utilize phone services other than the local phone company (typically a Bell Company)
should make certain that their information has been sent to the publisher for printing in
upcoming directories.
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Advertising in Biz List directories requires payment in full prior to printing or may be
billed monthly over the life of the contract, which is usually 12 months. Typically, a sales
representative will assist the customer in creating their ad design and provides a Proof
Copy for review and approval. Advertisers should be aware that many contracts have
automatic renewal clauses and require action on the part of the advertiser to end future
billing.
Biz List print usage is reported to be declining with both advertisers and shoppers
increasingly turning to Internet search engines and online directories. According to a
study by Knowledge Networks/SRI, in 2009, print biz List were referenced 13.4 billion
times, while Internet Biz List references increased to 3.8 billion, up from 2006’s 3.3
billion online searches.[5] As a result most Biz List publishers have attempted to create
online versions of their print directories. These online versions are referred to as IBZL or
Internet Biz List. Independent ad agencies or Internet marketing consultants can assist
business owners in determining sound opportunities for BZL advertising and provide
objective information on usage, possession and preferences.
Internet BIZ LIST
Online Bizlist are known as IBZL or Internet BIZ LIST. On a broader scale they are
known as vertical directories. There are consumers oriented and business oriented
varieties. All providers of IBZL offer online advertising. IBZL's have largely formed as a
result of Biz List publishers needing to replace rapidly declining print revenue by
chasing the migration of shoppers toward web-based information.
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IBZL offers listings differently than standard search engines. Where search engines
return results based on relevancy to the true search term, IBZL returns results based on
a geographic area.[6]
Studies by independent companies such as Nielson and comScore have shown that
Internet Biz List have a very slim percentage of total Internet searches. The majority,
over 85% of all Internet searches, occur on the major search engines Google, Yahoo
and MSN.
A newer version of IBZLs is classified as local search directories which provide similar
content with the added ability for customer reviews and comments for a listed business.
The user advantage is that local search is not dominated by high paying corporate
advertising. All services offer paid advertising options which typically offer preferred
placement on search results pages.
Mobile media (local search)
The Bizlist are also available on mobile devices (such as mobile phones and GPS
navigators) with static (embedded) and real-time (online) databases. The usage method
varies (such as SMS, a WAP session, voice, or a dedicated application on the device),
but usually relies on the input of the search keywords, and a return from the application
with the points of interest.
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This kind of Biz List query is more and more being referred to as a local search. Local
searches are a growing area where marketing dollars are being invested due to the
targeted and focused customer base it develops to the Biz List advertisers.
In 2008 a multi-million pound stand alone advertisement was launched by Mother
Agency. The campaign tells the story of the spoilt schoolboy Marcus, played by actor
Max Gill, and his demands of Fresno (Normski) and Carrie (Catherine Bailey), Yell.com
party organizers, which become increasingly bizarre.
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1.2 INDUSTRY PROFILE
a. ORIGIN AND DEVELOPMENT OF THE INDUSTRY
GETIT Info services (P) Ltd., India’s largest publisher of directories and information
products, today released its all new Buying guides for Bangalore for 2010. The two new
directories, B2C for Offices & Homes and B2B for Industries are paginated using a
proprietary new multi-level categorization system which is set to revolutionize the way
products and services are sourced.
The new Buying Guides are paginated by category and are produced in multi colour on
glossy paper and the highest production values. The USP is the categorization. Earlier,
all the Yellow pages were paginated alphabetically by category. Herein, “diamonds”
appeared next to ‘diapers” which appeared next to “diaries”. Thus, there was scope for
improvement in the environment for advertising. With GETIT’s new categorization,
Diamonds appears under the Jewellery section next to Gold, Gems, Semi-precious
jewellery etc. This provides a significantly improved search experience.
In addition, GETIT has further sub-divided these classifications into more specific,
based on their attributes and application. For example, the previous Biz List had a
classification “Chemicals”. Now, in the Biz List Industrial Guide, under the Chemicals
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category, there are five sub-categories and over 50 classifications for instance
Chemicals – Textile, Chemicals – Packaging, Adhesives and so on.
B. GROWTH AND PRESENT STATUS OF THE INDUSTRY
GETIT has based this new classification system on extensive research conducted
amongst its user and advertiser segments. It has been a mammoth task for the
Company to re-categorise over two million records nationally.
Getit provides an excellent local searching platform for businesses and users to meet
at a common junction. An ideal platform for the product & service providers in more than
30 cities in India.
Easy to use functionality, very simple to register and scores of options to advertise. An
advertiser pays only per click that is received on the ad! Pay only when the ad yields
tangible results and also get a performance report card in real time! Any user spends
the minimum amount of time on the search. Sounds good? Well, we are not done as
yet. Getit is developing continuously, for you. The most updated data. The state-of-art
technology. Where do we get it? From years of experience.
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C. FUTURE OF THE INDUSTRY
GETIT is India’s leading Directional Media company, connecting buyers and sellers
through information products and services - including Bizlist, yellow pages, white pages
directories, classified media, tele-information services, online and mobile media.
GETIT Biz List is India's largest circulated Telecom Directory . It is the only member of
Asian Directory Publishers Association Inc. (ADPAI) and the Biz List Integrated Media
Association (BZLIMA), USA from India. Over the decades, GETIT has built a strong
national infrastructure and professional team that delivers high quality of products and
services
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CHAPTER 2
2.1 ORIGIN OF ORGASITION :
Established in 1986, GETIT Infomediary Ltd formerly known as M&N Publications Ltd, is
the largest publisher of official telephone directories (bizlist) & Yellow Pages in India. It
pioneered and popularized the concept of Telecom Directory in the country under the
brand name GETIT Biz List.
ADVERTISING AND THE MEDIA MIX
HOW ADVERTISING WORKS
The essence of effective advertising is knowing why people buy – or why they select a
particular dealer – and then appealing to those reasons. Probably the best analysis of
buyer motivation is psychologist Abraham Maslow’ Consumer Needs Ladder, which he
developed in the 1950’s.a
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Biological and Physiological needsBasic life needs – air, food, drink, shelter, warmth, sex sleep, etc.
Safety needsProtection, security, order, law, limits, stability, etc.
Belongingness and Love needsFamily, affection, relationships, work group, etc.
Esteem needsachievement, status, responsibility,
reputation
Self-actualizationPersonal growth and
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FEATURES AND BENEFITS
Automatic Feature: Details and aspects of a product that describe or set it apart from
similar products/characteristics of a product or service.
Benefit: A benefit of a product or service is what the user gets out of it – in other words,
“what’s in it for him or her”.
Examples:
Feature:
Large Screen
Transmission
Cholesterol Free
Benefit:
Easy to see
Ease of Driving
Better Health
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People buy Benefits Not Features
Instant benefit perception doesn’t carry over to Biz List selling. In Biz List selling:
Business people do not automatically perceive a benefit when you mention a Biz
List feature.
If you mention a Biz List benefit by itself, they may see it as an empty claim
unless you back it up with one or more related Biz List features.
BASIC ADVERTISING OBJECTIVES
Some basic advertising objectives that local businesses (large and small) might have –
and relate them to various advertising media:
Attract Ready Buyers At any given time (DIRECTIONAL)
Predispose Consumers to a Specific Dealer (INSTITUINAL)
Influence Consumer Buying Decisions (CREATIVE)
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Promote Short-Term Sales Volume (PROMOTIONAL)
2.2 GROWTH AND DEVELOPMENT OF THE ORGANISITION
Types of Media
MEDIA
Creative
Directional
Advertising medium is defined as a means of delivering a business’s advertising
message to its prospective customers. A newspaper is one example of an advertising
medium.
Which of the following are advertising media? (NOTE: Media is the plural of medium)
Magazines
Televisions
Billboards
Telecom Directories
Radio
Direct Mail
Creative media are used when a seller seeks a buyer:
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Newspapers, Television, Direct mail, Radio, Magazines, Outdoor and Internet are all
examples of creative media.
The profiles of these major Media types are as follows:
The creative media does a primary function in the buying process in terms of creating
awareness about eh company’s products and services in the customers mind. However it
does not necessarily indicate from where to buy. And generally used in brand building and
creating a top of the mind recall.
Thus, you can conclude that:
Creative advertising is planned to reach most potential customers at the precise
moment they are ready to buy.
Creative advertising reaches potential customers at random moments.
Directional media are used when a buyer seeks a sellers;
The BizList are an entirely different kind of advertising medium. Basically, almost everyone
who uses the BizList already wants to buy, or at least wants more information about a
product or service – and is in the process of picking a dealer to buy from, or to call for more
information.
Thus, BizList are not intended to create a desire to by (although they can push some not-
quite-decided buyers off the fence).
Also, the BizList medium itself is something that people keep and always have in a handy
place. As a result:
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BizList advertising is always available at the exact moment potential customers are
ready to buy.
BizList advertising reaches potential customers at random moments.
Think about your own exposure to advertising media. (WRITE YOUR ESTIMATES FOR
EACH OF THE FOLOWING ON A SHEET OF PAPER)
How long do you keep your newspaper?
How long do you keep direct mail?
How long do you remember a radio ad?
In summary, BizList are a directive advertising medium that’s always available to
buyers when they’re ready to take action. Specifically, BizList can direct ready buyers
to specific sellers who have what they want.
Moreover, BizList complement advertising in creative media.
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2.3 PRESENT STATUS OF THE ORGANISATION
Yellow pages
Complement Other Media
No timing or Frequency Problems
Always Available to Satisfy a Need.
ADVERTISING BENEFITS
Multiple Access – Related Headings
Provide Buying Information
Attract Attention – Differentiate
Tie-In with National Brands – TM’s
Develop/Maintain an Image
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Tell Why Buyers Should Buy From You
Protect Investment in Other Media
BIZLIST
Advertising Cycle
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5 Basic Requirements for an Effective Advertising Medium
Reach: Means how many people will get the message. It could also mean
how many people can see, read or listen to the message.
Usage: Means how people would respond and interact with the medium
and acknowledge the same.
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GETIT Biz LIST completesThe advertising centre
tTelevision
Radio
Newspaper
The BUYER
Direct Mailer
Magazines
Directional Advertising – directs you where to buy
CREATIVE ADVERTISINGStimulates customer interest
THEADVERTISER
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Permanence: (Frequency) means the duration for which the audience is exposed
to the advertisement.
Economy: Is often measured by the investment made in terms of reaching a
set of 1000 audience.
Customer follow-up: It the most vital requirement of advertising as this is what gets the
real results, the returns on investments.
The GETIT Bizlist meets all five.
Reach: The Getit Bizlist reaches nearly every home and business in your
market.
Usage: 7 out of 10 adults & approx 45 times per year consult
The Getit Bizlist.
Permanence: The Getit Bizlist reaches customers24 hours a
day and 365 days a year
Economy: The Getit Bizlist is economical when compared to other media of
advertising.
Follow up action: 8 out of 10 references to the Getit Bizlist are
followed by an action – a phone, a visit or through mail.
3P’s From a sellers point of view they advertise for three reasons:
Profit: TO enhance business opportunity through higher number of lead
generated.
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Prestige: To create and maintain the brand image.
Protection: To create and maintain a top of the mind awareness and keep
competition at bay.
.TYPES OF USER
The users of Bizlist are divided about 40%-60% between those who have a dealer
name in mind when they open the directory, and those who don’t. Some useful
classifications have been developed for each of these broad groups – which we will in
identify as the RASPF group and the NEDICT group or the known and Unknown
Market.
The KNOWN Market represents only a source of potential new customers for a given
business. Every business has its present customers, but will experience an erosion of
customers, and must be able to identify and reach the two sources of market potential,
the only two places a business can turn to replace lost customers and gain new
customers.
The UNKNOWN Market of the two potential markets, the Known Market and The
Unknown Market, the most appealing market is Unknown Market. The buyers are the
unknown to the advertiser and the advertisers are unknown to the buyers. Businessmen
are constantly trying to reach this immeasurable unknown through personal contact,
advertising programs and any other visible images of the firm. They want to beat
competition to this market but are content just a fair share.
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KNOWN UNKNOWN
Recommended Newcomers
Advertising emergency Buyers
Salesperson Solicited Dissatisfied Customers from competition
Passerby Infrequent Buyers
Former Customer Transients
FACTORS THAT INFLUENCE RESULTS
Reliability
Authorized Sales and Services.
Safety and Security
Completeness of Details
Illustrations
Location
Specializations
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Summary of a small business’ most common direct operating costs:
DIRECT COSTS DIRECT COSTS
SERVICE BUSINESS PRODUCT DEALER
Labor Costs Costs of Goods Sold
costs of Materials Sales Commissions
Equipment Operation
Sales Commissions
2.4 FUNCTION OF DEPARTMENT
TIPS ON HOW TO CONCLUDE THE SALES SUCCESSFULLY
1. Assume that the customer will buy. In other words expect to make the sale. Most
sales depend on this assurance in your attitude.
2. Build the d\sales on a series of minor agreements. Make it easier for the customer
to say “Yes: rather than “No”. In closing avoid phrases or statements that will
receive negative response.
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3. Don’t get off the subject while closing. Many a sale has been lost because the
customer cooled off when the salesperson got off the subject.
4. Use statements that will induce action such as: let’s set it up this way.
5. “He who hesitates is lost” Never hesitate when closing or the customer will lose
his confidence in you.
6. Backup your proposal with good reasons for buying. Refer to the customer’s
needs and how your recommendations will satisfy those needs. Keep returning to
the points that most interest the customer.
7. Avoid “If” Test the customers readiness to close “by” and “when” rather than “if”
8. Prove that it’s better to buy than not to buy by summarizing the advantages and
the disadvantages. To clinch the sale, bring n selling points such as usage
surveys, testimonial letters, and experience stories.
9. Be alert for closing signal, such as statements and questions by the customers.,
10. In closing make certain they everything you say is clearly understood. Customers
hesitate to buy if confused, or not clear.
11. Don’t over talk: It is almost as easy to talk to yourself out of a sale, as it is to talk
yourself into a sale. Silence is necessary in some closing situations to enable the
customer to arrive at a favorable buying decision.
12. Regard a “no” as a request for more information rather than as a turndown on
your proposal.
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13. In almost any selling endeavor, price enters as the biggest objection. Prove that
the price is right and you will close many more sales.
14. Be persistent in a tactful way. One successful telephone saleswoman credits
almost 25% of her sales to make one more attempt to close just before ending the
contract.
2.6 PRODUCT AND SERVICES OF ORGASATION
Attributes of an effective product story:
Personalized to Advertiser
Relatively Brief
Content Related to Needs.
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“Getit Bizlist” refers to the ways a business owner can utilize directory advertising to
meet or help meet specific business needs and increase his overall profit. In offering
solutions, neither ad size nor cost is mentioned.
The following are the main areas in which you can suggest Bizlist solution to
advertisers or prospects:
Ad Copy
Ad Headline
Related Headings
Enhancement Ideas.
Finally, the product story/solutions process is summarized by the diagram below:
1. 2. 3.
6 . 5. 4. .
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TRANSITION FROM FACT-
FINDING
TELL YOUR DIRECTORY
PRODUCT STORY
TRANSITION INTO Bizlist SOLUTIONS
RECOMMEDN SPECIFI
PROGRAM
APPLICABLE SOLUTIONS
IT Ad CopyIT HeadlineIT HeadingsIT Markets
SUMMARIZE SOLUTION
AGREEMENTS
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Transition from Fact-Finding to the Product Story
So far, you’ve told me a great deal about how your business operates. Now, let me tell
you a little about how our business might help- Okay? (The advertiser answers in the
affirmative.)
Here are the general areas we recommend you cover in your product story with every
advertiser:
Your company’s mission statement
Latest stats that prove your book’s usage
Reference value of the book
Popular and/or new features
High quality of the advertising in the book.
Bizlist Solutions
Transition: The next question is, how do we get from the product story to the solutions
phase of the call.
YOU: … and shortly, I’ll prove that you in hard numbers … right now do you have any
questions about our directory?
ADV: Not right now.
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YOU: Fine – then the next item on our agenda is to look at some ideas on how you can
get a bigger piece of that 40 crores rupee a year furniture market that’s right here in
Bangalore – All right?
Here again are the specific types of Bizlist solutions that can be presented (where
applicable) to an advertiser or prospective advertiser:
Ad Copy
Ad Headline
Related Headings
Other Market Areas
Transition from Product Story and getting agreement in principle on copy as a solution
to the customer’s business needs
YOU: …and the next item on our agenda is to review some ideas on how you can get a
bigger piece of that 40 crores rupee market. Are you ready for that?
ADV: Go ahead?
YOU: Okay – First, let’s look back at the customer buying information we discussed
earlier – on this survey sheet for furniture’s, please look it over and see if these points
tell the best and most complete story about your business.
What happens if the advertiser looks at the Ad Analysis sheet and says: “I don’t need to
say all these things.”
In that case, your first reaction should be to find out what specific copy points the
promise on some of them, zeroing in on the most important to prove their value.
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You’ll suggest an ad copy solution on virtually every call – so you should get very
familiar with it. Also, on most calls, you’ll propose a solution regarding the ad headline
or other emphasis in the ad.
Getting agreement on a targeted headline as s solution
Usually, once specific copy points are at least tentatively agreed to, an advertiser is
likely to go along with reasonable suggestions to emphasize some copy points over
others, based on priorities.
Where you might get resistance is offering a solution that changes the headline in order
to target the advertiser’s most important market segment – especially if the current
headline is the advertiser’ name, and it shouldn’t be.
The hard part is getting the name out- but a statistic that can help you do it is the
NEDICT/RASPF 60% - 40% split, which we reviewed in an earlier module. Which of the
following statements is/are true?
o A.NEDICT buyers checking the heading will be attracted by the advertiser’s
name.
o B.NEDICT buyers are 60% of yellow pages users, so the advertiser’s name will
fail to attract 60% of his market.
o C. since RASPF buyers have a dealer name in mind when they check the
directory, then the advertiser’s name will attract 40% of his potential market.
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o D. The only RASPF buyers who are attracted by a headline with the advertiser’s
name are those who had his name in mid when they checked the heading-maybe
2% or so.
A big advertiser fear of targeted headlines is that the market segment or niche being
targeted is to narrow, and he’d lose business from the general market.
The fact is, most every small business that becomes successful starts out by zeroing in
on a relatively narrow market niche. For most small businesses, it’s a matter of not
going toe-to-toe with big competitors and trying to appeal to all market segments – but
concentrating instead on just one or two segments that they are especially good at
satisfying.
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TOTAL PRODUCT KNOWLEDGE
GETIT Bizlist™ is India's First Multi-Telecom, Multi-Color Commercial Telephone
Directory. As you know, in India, only BSNL used to publish their telephone directories
in the past. This again was not a regular practice and the directory carried only BSNL
numbers and distributed only to BSNL customers.
With the arrival of new telecom service providers like Airtel, Reliance, Tata, Idea &
Vodafone, there is no directory available in the market from them today. So the
demand from the market was so high to bring out a unified business directory with the
business listings from all telecom service providers to cater to the needs of a customer,
who is looking for a business by name.
Businessmen will agree that most of their business happens from regular customers
and from customers who know them already. All the advertising and promotions that
they have done in the past is to make more people aware of their company, products
and services. But, when the customers really want to contact the advertiser, in most
probability do not have the contact information of the advertiser handy (In fact, 90% of
the calls received at our call center seek for the contact details of known businesses).
Here is where, GETIT Bizlist™ comes to their rescue, catering to the customer needs.
In a nutshell, an advertisement in BizList:
1) Protects established/existing customers2) Support repeated business3) Encourage referral customers4) Brings in new customers from known market5) Compliments all other advertising
Currently, GETIT Bizlist™ is getting published in 11 Cities viz; Bangalore, Chennai,
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Coimbatore, Ernakulam, Mangalore, Mysore, Thrissur, Madurai, Erode, Trichy
, Pondicherry & Salem.
GETIT Bizlist™ has the following options for listing & advertising:
1. Alphabetical listings 2. Company Name & Multi-Colour logo
3. Contact Person's Names, Designations & Telephone Number
4. E-mail Ids & Website addresses
5. Additional Information (Year of Establishment, Authorized Dealerships, Product & Service details, Business Hours, List of Branches, Other USPs, etc;)
2. Bottom Strip advertisements in alpha listed pages3. Strip advertisements in Public Utility Pages4. Multi-Colour - Full page, half page, quarter page advertisements5. Prime positions (Cover Pages)
These advertising options, will not only help the advertiser in enhancing his Company's
visibility & promoting his corporate image, but also gives an easy access for his
Customers to reach him, from all the possible doorways.
Salient features of GETIT Bizlist™:
• Print Quality : Multi Color Directory with super gloss paper that gives better look &
with international standards.
• Circulation : Directories & CDs will be circulated free of cost. With a systematic &
targeted reach plan, GETIT Bizlist™ will reach those sections of the market, where the
buying power is very high.
• Distribution : Directories & CDs will be distributed free of cost to all Shops, Show-
rooms, Offices, Business houses, Industrial areas, Institutions, Hospitals and selected
residential areas in the city and near-by areas. Directories will also be available at all
the Hotels, Associations, Airports, Trade fairs and Exhibitions.
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• Shelf Life : Your contact information in GETIT Bizlist™ work for you all year long
–365 days - 24 hours. This means, no hassles of repeat insertions or new creative ideas
needed unlike the other media.
• Economical : Compared to any other form of advertising, GETIT Bizlist™ is very cost
effective – considering its relevance, usage and reach for the whole year.
• Usage : To promote the usage of GETIT Bizlist™ amongst potential customers,
aggressive promotion campaigns will be conducted through Newspapers, TV Channels,
Hoardings, FM Radios, Direct Mailers, Wall Paintings etc. resulting in more usage of
GETIT Bizlist™ and thereby more calls & business growth for you.
In addition, an advertiser in GETIT Bizlist™, will get free exposure in:
GETIT Now !!!, our 24-hour tele-information service on 44 44 44 44
GETIT Bizlist™ website www.bizlist.co.in (In the website, there is provision for the
advertiser to seek for changes in the business information listed. Even after the
publication of the directory, the changes can be made effectively in the website)
GETIT Bizlist™CD ROMS
GETIT Bizlist™ e-publications
All of this means, lakhs of potential customers, who are known to the advertiser, can
now reach them from anywhere, anytime through a medium of their choice.
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Getting agreement on related headings as a solution
A related heading solution can be a tough sell. Typically, an advertiser clings to the
thought of implementing your copy and headline solutions without spending an extra
time. But even though you don’t mention ad size or money, you related headings
solution quickly translates to more outlay.
Picturing the buyer can be helpful here, as can cost of lost opportunity. Here’s an
example with a furniture store.
YOU: One of your priorities here is Lighting Fixture. So we ought to think about
attracting the buyers who want lighting fixtures and go right to the lighting fixtures
heading. You sould have some representation there, don’t you think?
ADV: I don’t think so. I am not there now, and I still sell a lot of lamps and lights.
YOU: I can appreciate that. Bit Lighting Fixtures is a heavily used heading in our book –
and very time a buyer goes to that heading, you don’t get a crack on him or her – right?
ADV: Well, you can’t sell to everybody.
YOU: Look at it this way. What’s your gross profit on an average lighting fixture sale?
ADV: Probable about 2400 or 2800 rupees. Why?
YOU: Because that’s how much you lose every time a buyer goes directly to the lighting
fixtures heading. If you lose 2 or 3 customers a month, that’s over 5000 rupees and the
sales from that heading might be bigger instead of just impulse buys.
Getting agreement on related directories as a solution
Again the skills of picturing the buyer and cost of lost opportunity can help convince an
advertiser that he/she needs to be in one or more adjacent directories.
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YOU: Take another look at the map. You expressed some interest in getting business
over in Mysore, but to do that, you need some representation in that directory – right?
ADV: No, because I am already in the local newspaper very week and they get that over
there. I also get a few locals form local newspaper out there.
YOU: They are probably not emergencies. Let’s look at it like this – if somebody wants
to purchase furniture’s for conference, and probably they don’t know who is dealing in
rentals of conference furniture’s’ and no having local newspaper handy – so they check
the Yellow Pages. You said you want emergency customers.
ADV: Yes, but I have to think about my costs.
YOU: What’s an average emergency customer worth in profit?
ADV: Maybe 3000rupees.
YOU: Then think of it this way. Every time somebody wants tot by conference furniture’s
and goes tot eh yellow pages from furniture’s and if you are not represent n Mysore
directory, you lose a chance of that 3000 rupees. If that happens three times a month,
that’s 9000 rupees in profit. Do you understand what I mean?
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Getting agreement on enhancements as a solution
The last type of Yellow pages solution we are concerned with is an enhancement
solution – for example, a Website to complement a display ad, or the user of color to
add emphasis to certain copy points in an ad or a knockout to attract more attention to
an ad.
If you have any though or plan of recommending an enhancement to an advertiser, it’s a
good idea to emphasize the enhancement in your product story – to test the waters and
make sure the advertiser isn’t negative about that particular feature or about
enhancements in general.
Basically, advertiser tends to be more receptive to enhancements whine they are
related to needs established during fact-finding.
YOU: One more point, here are some facts on color advertisements which I mentioned
few minutes age. See -0 for example, A Lawyer got 60% more calls with the color ad
and here a Doctor who had 70% more calls. It’s a way to make sure your ad gets read
when you aren’t on page one of that heading. How do you feel that would work for you?
ADV: It looks good-but it would depend on the cost. How much is it?
By saying “it looks good”, the advertiser is really agreeing in principle that it would be
good for his or her business. And then came the question “ How much is it”? – Which is
also good evidence of interest?
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2.7 MARKET PROFILE OF THE ORGASATION
MARKET SEGMENTS
TARGET MARKETS
Market segment
- A Group of people with similar reason to Buy.
- TARGET MARKET
The Most Important Market Segment.
- HEADLINES
“Shout” at Target Market (s)
- COPY POINTS
Talk to Market Segments
AD ANALYSIS SHEETS
Ad Analysis sheet surveys what successful advertisers nationwide in the same
business are now saying in their yellow pages ads and is a tool that will help you
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discover a business owner’s key marketing needs – and it will also help you develop
winning ad copy , and even headlines
BASIC ELEMENTS OF AN EFFECTIVE YELLOW PAGES AD
Products and/or services
Brand Names (if applicable)
Confidence (reliability) Factors
Convenience Factors
Special Services (differentiators).
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SALES TOOLS
AD ANALYSIS AS A SALES TOOL
The Ad Analysis sheets are very versatile sales tools. For example, they can be used
effectively in each sales step:
Call Opening: The AA sheet can be referred to generally as a valuable survey in
the account’s business – and a good reasons to be cooperative.
Fact –Finding: The AA sheet can be vehicle or platform for 90% of all the fact
finding you need to do –including financial data for ROI.
YP Solution: The AA Sheet can be used as a tangible vehicle for getting the
dealer’s commitment in principle to tell his or her complete story and emphasize
top business priorities.
Closing Process: Besides its earlier use to help develop ROI data, the AA sheet
can be used later, if necessary to re-sell copy and ad emphasis.
PICTURING THE BUYER
TECHINQUES FOR SELLING AD COPY
This common-sense technique has been used effectively for years in Bizlist sales. All it
means is reminding a business owner or manager – in story form – of what a ready
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buyer is likely to think or do when using the Bizlist. In fact, we have pictured the buyer
several times in this module. For example: “Many people who need furnace work would
look under the Heating Contractors heading, and not under Plumbing Contractors – and
right now, you miss all the potential customer who do that.”
To be good at picturing the buyer, you need to practice it – e.g., in situations that involve
copy, headlines or ad emphasis, color or graphics, and related headings.
THE LM BERRY STUDY
The LM Berry study is based on contacts with a valid sampling of over 1200 directory
users – and the major conclusions are these:
85% LOOK FOR AND READ LARGER ADS
61% ASSUME A PRODUCT IS NOT SOLD IF IT’S NOT IN THE AD
71% ASSUME A SERVICE IS NOT OFFERED IF IT’S NOT IN THE AD
IF IT’S NOT IN THE AD, 74% WON’T CALL TO INQUIRE ABOUTL IT.
The last three conclusions are the most important – and they all say basically the same
thing – the less you tell (in an ad); the less you sell.
For the conclusions regarding products and services, it’s probably close enough to say
that 2 out of 3 people would assume a dealer didn’t carry a product or service if.
it isn’t mentioned in the ad
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But the bottom line figure in the LM Berry Study is that nearly 75% or 3 out of 4 users
won’t bother to inquire if a product or service is not mentioned in the ad – even though
some may feel the advertiser probably does offer it.
COST OF LOST OPPORTUNITY
VALUE OF COPY POINTS
- They Talk to Groups Of People
WHEN A KEY COPY POINT IS OMITTED
- That Group of People is Lost
- That Profit is Lost
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STEPS TO THE SALE
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Call
Opening
Fact-Finding- business Needs
Product Story and Solutions
Recommend BZL Program
Show YP High ROI/Low Risk
Close and Wrap-up
4.5.6.
1. 2. 3.
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Call Openings
The call opening typically sets the tone for the entire sales call – and it should determine
how cooperative the advertiser is apt to be. Therefore, call openings should be:
Planned in advance
Personalized for each advertiser
Focused on a promise of specific benefits.
Effective call openings may include an offer or promise of:
A nationwide Survey on what furniture dealers say in their BZl ads – as a copy
“menu” or guide he can use in all his advertising.
An ad analysis of his current ad based on the nationwide survey so he can see
how it compares in key copy categories.
The value of local furniture dealers market, and/or other local market information
that will help in his overall marketing plan.
A realistic way for him to measure his advertising results – from both BIZLIST
and his other media
A demonstration that your directory is a sound business investment with a solid
return – and that the risk with your book is minimal.
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A target marketing strategy that will reflect his business priorities and attract
more of the kinds of furniture customers he wants.
A strategy on how BIZLIST can provide a cash flow base.
ELEMENTS OF AN EFFECTIVE CALL OPENING
The following outlines the elements of an effective call opening:
Elements of Call Opening
Introducing Yourself
Purpose of Call or Visit
Judge Advertiser Attitude
Opening Statement, with:
1. Concept of Agenda
2. Promise of Benefits
3. Personalization
4. Question “Breaks”
Getting a “Green Light”
Transition to Fact Finding.
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1. 2. 3.
1A.
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INTRODUCTION & PURPOSE JUDGE
ATTITUDE
OPENING STATE MENT WITH ITS SUB-
ELEMENTS
GREEN LIGHT AND TRANSITION INTO
FACT-INDING
DEAL WITH ADVERTISER NEGATIVES
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CHAPTER 3
DISCUSSIONS ON TRAINING
3.1 STUDENT WORK PROFILE ( ROLE AND REASPONSIBILITY)
1. Understanding and setting up a training program and a train the trainer program for
the Voice services.
2. Working closely with vendor training organizations to train the first set of agents
directly and then monitor subsequent batches and ongoing training.
3.Ability to look at operational matrices, isolate specific training needs and help vendors
to develop packages that address these needs.
4. Manage the relationships with vendor training organizations.
5. Help in motivating and developing a high performing team.
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6. Ensure conformance by vendors to training calendars and schedules.
7. Conduct regular audits on vendor trainers’ performance and capability and take
necessary proactive steps to remedy any shortcomings.
8. Share the common goals of proactively reducing costs while improving delivery
quality and mould training programs to deliver these.
9. Though the position is based in Delhi, the person will have to travel extensively.
Desired Candidate Profile
10.MBA would be preferred.
11. 8-15 years’ experience with 5 years in a National training role with a call centre.
12. Thorough understanding of the specific training needs of the call centre industry
both inbound and outbound.
13. Demonstrated ability and Maturity to handle big groups in classrooms.
14. Should have run train the trainer programs
15. Ability to work closely with operations teams lead by examples.
16 . Should be a Team player who can work towards a shared vision.
17. Self starter with high levels of energy and conflict resolution skills
18. Good people skills
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19.Should have a Positive attitude and an ability to motivate
3.2 DESCRIPTION OF LIVE EXPERIENCE
Good Morning Sir/Madam, My name is Ravi Gupta and I am from GETIT Info services
Ltd. Thank you for giving me an appointment. I am here today to review your advertising
program for the forthcoming issue of the GETIT BIZLIST of Bangalore. I would also like
to show you an interesting survey of what other successful advertisers (their heading)
say in their BIZLIST advertisements. Is that Okay?
Example of Opening statement:
Concept of Agenda
Promise of Benefits
Personalization
Question “Breaks”
Before we get into reviewing of AA sheet, what we will be discussing today is the
Survey sheet and how your ad compares. Then I would also like to discuss some
exciting thanks we are doing at Getit for next year like multi colored Telecom
Directories, Categorization etc. Next, I would like to tell you how you can capture the
bigger piece of your furniture market here in Bangalore and finally show you that any
investment you make with us can get you a solid return – at little or no risk.
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Cold Calling Tips
Does the thought of cold calling makes your stomach drop to your toes? These cold
calling tips won’t eliminate your fear, but they will help you make cold calling a more
successful experience.
1. Focus on the goal when cold calling
Beginners tend to think that cold calling is about making the sale. It’s not. It’s about
getting the chance to make the sale. Specifically. The purpose of a cold call is to set an
appointment to make the pitch.
2. Research your markets and prospects
You need to target your cold calling to the right. Audience. Yes market research to focus
on your target market. Then find out as much as you possibly can about eh company or
individual you’re going to cold call n advance. This gives you the huge advantage of
being able to talk about their business and their needs when you call them.
3. Prepare an opening statement for your cold call.
This lets you organize your thoughts before cold calling, and helps you avoid common
mistakes n the cold call opening that would give the person you’re calling the chance to
terminate the conversation. For instance, you should never ask, “is this a good time to
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talk:? Or “How are you today?” don’t read your opening statement into the phone, but
use it as a framework to get the conversation off to a good start.
4. What should be in the opening statement of your cold call?
“Include a greeting and an introduction, a reference point (something about the
prospect), the benefits of your product or service, and a transition to a question or
dialogue. For example, ‘Good afternoon, Mr. reddy. This is Ravi with GETIT Info
services. I read in the local paper that you recently opened a new showroom. At Outer
Ring Road. We are pioneers in BIZLIST Industry and have a wide variety of products
and services that allow you to tap a greater share of the new market. I’d like to ask a
few questions to determine whether one of our programs might meet your needs.”
5. Prepare a script for the rest of your cold call.
Lay out the benefits of your product or service and the reasons your prospect should
buy. Write out possible objections and your answer to them. Without a script, it’s too
easy to leave something out or meander. Once again, it’s not that you’ll be reading your
script word for when you call, but that you’ve prepared the framework of the cold call in
advance.
6. Ask for an appointment at a specific time when cold calling.
Say, “Would Wednesday at 11a.m be a good time to meet?” instead of saying “Can I
meet with you to discuss this next week?”
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7. Remember that gatekeepers are your allies not your foes.
Be pleasant to whoever picks up the phone or is guarding the inner sanctum when cold
calling. Develop strategies to get the gatekeeper on your side. Sometimes asking, “I
wonder if you could help me?” will help you get the information you need, such as the
name of the right person to talk to or when the best time to contact the prospect is.
Learning the names of gatekeepers and being friendly when cold calling helps, too.
Smooth the way for you cold call by sending prospects a small,
uniquepromotion
This helps break the ice and makes your business stand out from the crowd. Pat
Cavanaugh, sales guru of Inc.com), says, “It’s amazing. A $2.15 crazy little item we’ve
sent out has helped us get Fortune 500 accounts. When we call, they say, “Oh yeah…
you were the one that sent me that…”
8. Do your cold calling early in the morning, if possible.
That’s the best time to reach the decision maker directly, and for most people, the time
that they’re most energized.
9. Be persistent when cold calling.
“Eighty percent of new sales are made after the fifth contact, yet the majority of sales
people give up after the second call”
And above call, practice, practice, practice. While cold calling may never be much fun
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for you, you can get better at it, and the more you practice cold calling, the more
effective a sales tactic it will be. So get you script and your all list together and reach for
the phone. The people who want to do business with you are out there – but you have
to let them know about you first.
THINGS HAVE TO BE KEEP IN MIND ON THE WORK (TALKING WITH
CUSTOMER)
TELESALES TIPS YOU CAN USE RIGHT NOW TO GET MORE BUSINESS
AND AVOID REJECTION
1. Prepare questions for your telesales call using your call objective. Ask yourself,
“How can I persuade them to take this action as a result of asking questions, as
opposed to talking?” Remember, people believe more of their ideas than yours.
BEFORE REACHING THE DECISION MAKER
2. Treat the screener as you would the customer—this person determines whether
or not you’ll even have a chance to speak with the buyer.
3. Gather as much information as you can from whomever you are able, prior to
speaking with your prospect; busy decision makers get bored when they have to
answer your basic qualifying questions: Use the “Help: technique: “I hope you
can help me. So I’m better prepared when I speak with Ms. Bindya, there’s
probably some information you could provide me…”
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4. Before cold calls, think of a good reason for needing to speak with the decision
maker, and be prepared to sell this to the screener. What they’re thinking about
you:
“Does this person have anything of interest or of value for the boss?”
INTEREST – CREATING OPENING STATEMENTS
5. The objective of your telemarketing opening is to pique curiosity and interest so
that they will willingly and enthusiastically move to the questioning. You must
answer, “What’s in it for me?” for the listener, or they will immediately begin the
getting-rid-of-you process.
EFFECTIVE QUESTIONING
6. Don’t use a “benefit list” to present from. Instead, use it to create questions to
determine if those “benefits” truly are of value to your prospects and customers.
Some “benefits” could actually be liabilities.
7. Avoid asking go-nowhere questions like, “Is everything going OK?”, “What are
your needs?”, “Are you having any problems now?”, “How’s service?” and, “what
are you looking for in a vendor?” These all force the person to think too much.
Instead, get them emotionally involved in seeing and feeling the pain or problem
that can be solved with your product/service-especially problems you know
they’re likely experiencing. For example, “What do you do in situations when you
need parts shipped overnight, but are unable to get them?”
8. Ask one question at a time. That’s how many they’ll answer at a time.
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9. After asking, be quiet. Resist the urge to jump in if they don’t answer
immediately. Don’t be intimidated by silence. They’re likely thinking about what
they’re going to say.
10.After they’ve finished, count to two (silently, of course). This ensures they’re
done, plus they might continue with even better information.
SALES RECOMMENDATIONS
11.You should only talk about your product/service after knowing specifically how it
will solve the problem, meet their need, etc. then you can tailor your remarks
specifically and personally for the listener.
12.Get feedback during your discussion of benefits: “Do you feel that would work for
you?”. “How do you feel that would solve your problem?” Some trainers might tell
you that gives the prospect an opportunity to tell you “no.” Precisely. And that’s
good. Because if there’s a problem, and they don’t see enough value in what
you’ve presented, now is the time to find out.
GETTING COMMITMENT (Closing)
13.Ask large. Think big. Buyers will often move down from a large recommendation,
but they rarely move up from a small one. Those who ask the biggest have the
largest average order size. Never suggest more than is in the best interest of the
customer, but not making a large enough suggestion when appropriate is actually
hurting the customer.
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14. In you’re going to schedule a follow up call, get a commitment of some type. Why
would you call back otherwise. If they won’t commit to doing anything—reviewing
your literature and preparing question, surveing their existing inventory, etc.-they
likely have no interest.
ADDRESSING RESISTANCE (Objection)
15.Objections can be avoided by doing everything else correctly up to this point in
the call. When they do occur, resist the tendency to attack in defense. You must
back up and revisit the questioning stage of the call. The voiced objection is
simply a symptom of the real problem. Start by saying, “Let’s talk about that.”
16.Most price objections start in the mind of the salesperson. Many sales reps aren’t
100% sold on the value of their product, therefore they’re apt to offer price
concessions even when the prospect doesn’t flat-out ask, or they present price
with a shaky tone of voice. Ask the right questions, present the results of what
your product/service can do, and state the price boldly.
Time Management
Time management process
1. Set you own priorities
1. Personal
2. Professional
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2. Determine your goals for each priority
3. Plan the steps for goal attainment
4. Allocate time appropriately for each step
5. Use time management tool/techniques
Step 1: Set priorities
Are you unsure what is important to you? Think about what you would do if you only had
one more year to live.
You can’t do everything:
Think about what you would like to accomplish
Think about what regrets you might have for not accomplishing something.
Step 2: Set goals for each priority
You can’t do everything:
Think about what you would like to accomplish
Think about what regrets you might have for not accomplishing something
Personal priority: spend more time with family
o Goal: Spend additional ½ hour with family at dinner
o Goal: Spend one hour every morning for exercise
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Personal priority: achieve promotion
Goal: Learn to use MS Project Management software
Goal: Take on course each semester toward certificate in Construction
Management
Step 3: Plan for goal attainment
Obstacles to planning work
Unfortunately we often encounter a number of obstacles in planning our work:
Others’ plans and priorities
Lack of solid planning skills
Time required for good planning
Pressure of other work
Absences of examples, if the project is new
Time wasters such as procrastination
Interruptions
Poor planning consequences
Despite obstacles we should make planning a priority to avoid:
Decreased productivity
Dissatisfaction among coworkers
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Misunderstandings and confusion
Pressure from others
Poor work quality, accidents, and errors
Wasted time/resources
Planning, the starting point
For all major tasks you should consider:
Why is the job necessary? What’s its purpose?
What goals do you want to achieve?
When is the best time of day or schedule to do it?
Where is the best location to do it?
Who would produce best results? Is training needed?
How should it be done (traditional/innovative)?
Step 4: Plan to allocate time
Visualize the end result: your goal
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Estimate the time required
Break the whole into pieces
Develop a schedule
Check you progress against your time estimate
Refine the schedule if needed
Anticipate/allow for possible problems
Step 5: Time management tools and techniques
Use “to do” lists for planning
Create a time diary to track where your time actually goes
Become aware of your external and internal timewasters and avoid them
Pulverize paperwork
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CHAPTER - 4
4.1 STUDY OF SELECTED RESEARCH PROBLEM
Fact – Finding to Establish Needs
Fact-finding is the process of uncovering client needs, opportunities or problems, which
can be solved by as a representative of your company.
Educating the customer to needs that exist in his business is one of the more important
steps of the sales interview. If a customer agrees that these needs exist, then it remains
for us to show how our BIZLIST recommendations would satisfy those needs.
FIVE MAIN AREAS OF FACT-FINDING
Let’s look at some key fact-finding objective. Here are five major areas in which t seek
or verify detailed information on an advertiser’s operation.
What He/She Offers – Tangible and Intangible
His/Her Marketing and/or Profit Priorities
His/Her Market Area or Potential Market Area
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Other Media Used for promoting the business
ROI facts and other financial information
First is what advertiser offers – both tangible and intangible.
Tangible offering include (1) products and product features or brands; (2) services that
are observable like carpet cleaning and (3) items like written guarantees and brochures.
Intangibles include many confidence or reliability factors, several convenience factors,
and some special extras.
Examples of Tangible and intangible are:
Tangible: Modular kitchens, Kitchen Remodeling etc.
Intangible: years in business, Credit card accepted etc.
Let’s talk about an advertiser’s marketing and/or profit priorities. Most businesses have
priorities relating to one or both of the following.
The products/services they’d most like to sell
The customer’s groups they’d most like to sell to
Examples of Marketing/Profit priorities:
A product or service with a high profit margin
A product or service with high volume potential
Examples for high priority customer groups:
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Market location: for example, section of town.
Economic Level - high end, low end, middle, etc.
Age levels – teens, senior citizens, etc.
Situation or interest that fits an advertiser’s specialty – e.g., homeowner sports-
minded, etc.
Another key fact- finding category is the advertiser’s market area. In general, there are
two aspects two market area:
Areas-the advertiser is doing is business now
Areas-the advertiser would like to do business in.
The fourth major fact-finding area is other ways in which an advertiser promotes his or
her business – in other words, any other advertising or marketing media the advertiser
uses besides Yellow pages.
The fifth and last major fact-finding areas ROI facts and other financial
information.
In the course of gathering product and servicer information, you should also ask for
certain financial data – mainly ROI facts that you can user later in the sales call to
demonstrate a realistic return on the investment you’ll be asking the advertiser to make
in your directory.
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Examples of ROI factors:
Gross profit on an average sale
Number of calls to make one average sale
The advertisers ROI objective
4.2 STATEMENT OF RESEARCH OBJECTIVE
SPECIFIC FACT – FINDING SKILLS
KEY FACT FINDING SKILLS
User of Ad Analysis Sheets
Target Marketing
Developing ROI information
Use of the LM Berry study
Picturing the Buyer
Cost of Lost Opportunity
Using Market Area Maps
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Discussing Other Media.
Using THE AA SHEET
1. 2. 3.
Explain the Position it as Describe the
Sheet to the as a Benefit to Work you did
Customer the Customer on the sheet
5. 4.
Support Copy Cover the Sheet category By Category-
Value When Asking the Advertiser to Mark
Necessary Off Anything Else That is
Important to His. Her Business
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4.3 RESEARCH DESIGN AND METHODOLOGY
Fact Finding priorities
Steps to the Call
1. 2. 3.
Introduction Purpose of Call Probing Priorities
Benefit Statement Products/services
Target market
5. 4. ROI Data
Fulfill Benefit Set The Brand Names
Promise Appointment Reliability Factors
Convenience Factors
6. Special Services
Close Other Advertising
Market Area
SUPPORTING THE VALUE OF COPY – PICTUIHG THE BUYER
Picturing the buyer is describing in story form how a potential buyer of the advertiser’s
products or services might user the directory. For example:
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ADV: Everybody knows an automobile dealers deal with spares parts and accessories
also. Why do I need to say all that?
YOU: Think about somebody who is looking to buy a new 2wheeler and he would also
be interested in buying accessories for his new bike. He picks up the BIZLIST, finds
automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say
Spare Parts but the others do? Who he’s going to call?
Picturing buyers can be even more effective when used with the Berry Study or Cost Of
The Lost Opportunity. For Example
ADV: Everybody knows that an automobile dealers deal with spare parts and
accessories. Why do I need to say all that?
You: Well for one thing, A recent market study shows that 2 out of 3 people who use the
Yellow Pages say that if the service they want isn’t in your ad, they assume you don’t
offer it. And 3 out of 4 said that if it isn’t in the ad, they wouldn’t call to inquire. That’s one
of the reason to list most of the spare part and accessories you deal with – Isn’t it?
ADV: I don’t know these studies all seem to come out of your way.
YOU: Think about somebody who is looking to buy a new 2 wheeler and he would also
be interested in buying accessories for his new bike. He picks up the BZILIST, finds
automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say
Spare Parts but the others do? Who he’s going to call?
Fact-Finding with respect to any other media serves the purpose to get an idea of the
strengths and weaknesses of his or her other advertising and properly to get an idea of
the strengths and weaknesses of his or her o0ther advertising and properly position
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BIZLIST in the total program. Sometimes a by-product of fact-finding in this area is the
freeing up of more BIZLIST money by indentifying waste in the account’s other
advertising.
One you know that an account does other advertising besides BIZLIST, you can ask
these questions, among others:
What media do you advertise in?
How frequently do you advertise?
What do you say in your advertising?
What do you want the advertising to accomplish?
What is your Return on Investment?
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4.4 ANALYSIS OF DATA
The close
What is Close?
The close is a attempt to obtain the customer’s agreement to your advertising
recommendation in GETIT.
Why do you close?
You close to:
Determine if the customer agree with you recommendation.
Obtain the customer’s written authorization allowing you to proceed with the
implementation of the recommended program.
Indentify the genuine reason (s) for not buying (objections)
When do you close?
When you want to obtain a customer reaction: A customer who does not give
any indication of whether he agree or disagree with your recommendation may
be preoccupied by an undisclosed objection. A “trial close” will demand his
participation and either reveal the objection or obtain agreement on the
recommendation.
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After a Buying Signal: A customer may indicate, verbally or non-verbally,
consciously or unconsciously, that he is ready to buy. Such indications are called
buying signals. Whenever you get a buying signal, you have the opportunity to
close.
Buying Signals
Can occur at any time during the interview but are frequent:
When Proving the Value of the Medium.
When proving the value of the Recommendation.
After overcoming an objection.
A. Verbal Buying Signals
A customer may consciously or unconsciously say something indication that he is ready
to buy. Or he may ask you to repeat something you’ve already made clear – just to
reassure him.
Example:
Can you place the ad in the upper right hand corner?
OR
Can I have my company name in red?
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OR
What if I decide to make copy changes later?
OR
What if I move after the book comes out?
B. Non-Verbal Buying signals
You can also detect buying signals from your customer’s physical responses to benefits
presented or to your recommendation.
Examples:
Customer changes some copy in the ad / or identifies some more info in the AA sheet
OR
Customer reaches into his file and begins examining his telephone statement.
OR
Customer nods in acknowledgement of your response to his objections.
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Closing with the ROI Process
To forecast a likely and reasonable return on a BIZLIST investment, there are three
questions that we need to ask the advertiser. They are:
Gross profit on an average sale.
Rate at which inquires are converted to sales.
The advertiser’s ROI objective.
Another important figure for ROI purposes that should come from the advertiser is
conversion rate or hit rate. For example:
On average, how many phone inquires does it take for you to make one average
sale?
On average, what percentage of phone inquiries do you turn into sales?
LEADING INTO THE ROI PRESENTATAION
Once you develop gross profit and hit rate figures during fact-finding, there’s nothing
more to do with ROI until after you recommend a specific BIZLIST program to the
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advertiser – because you can’t project a return on investment until a specific amount of
investment has been introduced.
The ROI process really starts once the advertiser reacts to you recommendation of a
specific ad program. To make sure you get a reaction, these are some of the
appropriate ways to finish up a BIZLIST recommendation like:
“How does that sound?”
“Pause until the advertiser reacts”
“What do you think”?
Getting the advertiser’s first reaction to a recommendation is important for at least two
reasons:
Now that money has been mentioned, it gives the advertiser an opportunity to
reveal his or her true attitude on (or perception of BIZLIST) value.
It dictates the kind of lead-in to ROI you need.
The three basic advertiser reactions are positive, negative, and neutral or noncommittal.
Let’s take positive first.
Besides being a key factor in closing BZL sales, ROI is also a factor in future renewals-
because it forestalls unrealistic expectations from an ad program. That’s why you
should do an ROI estimate for advertisers who are positive.
For example, a 200% ROI on a carpet cleaner’s BIZLIST program would be a good
return – but unless it is quantified in this way for the advertiser, he or she could end up
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dissatisfied. In other words, if an advertiser buys on the basis of vague claims like “this
program is really going to make you phone ring”, the number of calls that would produce
a 200% or 300% return may actually be disappointing – and the advertiser may not
even realize how will the program was actually working.
How would you create reasonable ad performance expectations for an advertiser who is
positive? The way to do it is this:
Get the signature as soon as the advertiser is ready to give it – and complete all
the necessary paper work.
Then, say something like “By the way, let me leave you with a reliable way to
measure the results. How much of a return do you expect to get form you
BIZLIST advertising”? And then take the advertiser through the process.
THE ROI CLOSING PROCESS
Return on Investment is more than a strong proof of value – it’s both the beginning and
the cornerstone of an effective BIZLIST closing process. Here’s a chart of the entire
process, starting with the lead-in:
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1. 2. 3.
4.B 4.A 4.
Neg Neg Neg
Pos
4c. 5.
It’s important to not that if you can’t close (step5) because you got a negative reaction
from step 4, you would go next to step 4A. The, if you get a positive response at 4A,
close on it (step5) – you don’t need to go to steps4B and 4C. In other words, be ready
to close by asking for a commitment at any pint you get a positive response or buying
signal.
A buying signal is a statement or question that suggests the advertiser has made up his
or her mind to buy doesn’t want to say so directly. In other words, the advertiser is
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LEAD-IN BASED ON
ADV REACTION
ASK FOR ADV’S ROI OBJECTIVE
WALK ADV THROUGH
ROI WORKSHEET
SHOWKEYED AD RESULTS OR LOOK -
UPS
USER REPEAT BUY FACTOR
IF APPLICABLE
ASK FOR ADVERTISER REACTION
MEASURE THE RISK
CLOSE
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talking as if he or she has already bought.
4.5 SUMMARY OF FINDING
SUMMARIZING AND MAKING A RECOMMEDNDATION
Dialog for summarizing and making a Recommendation
YOU: Okay – Here’s where we are. Basically, we agree that what’s on this sheet tells
your best and complete story – and gives buyers a slot more reasons to call you than
they had before also. We agree that a headline like “Conference Furniture’s” is more on
target with you top priority – right”?
ADV: Yes.
YOU: And because you want to increase you Conference furniture’s business as much
as possible, you need some representation under that heading too – so you will get
calls from people who are looking for conference furniture instead of “Furniture’s” …
finally, because you also want to emphasize your rentals of conference furniture, we felt
that a multi color ad would attract more people who need that kind of furniture… are you
with me on that?
ADV: Ok
YOU: Based on these factors, here’s what I recommend: A 4UD under “Furniture
Rentals” with “Conference Furniture’s as a headline and “Furniture’s in red to attract
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your target market. I also recommend a TQC ad under “Conference Furniture’s” to tap
into many potential customers who look there first … How does that sound?
ADV: What’s the cost?
YOU: The two ads as a total package are Rs. 58,590/-… What do you think?
In the example, the actual recommendation started with the phrase BASED ON THESE
FACTORS. Here are some other useful phrases for starting a recommendation:
o Based on these conclusions….
o Based on these discussions….
o Based on these areas of agreement….
BASED ON WHAT YOU TOLD ME, I RECOMMEND
It is important to point out hat when you make a recommendation, make it as a single
package with one price. Don’t try to sell the components piecemeal. Experience show
that piecemeal selling is not only more difficult (you need several closes), but the
likelihood of selling all the
Components Is much less than if you offer a package.
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CHAPTER 5
SUMMARY AND CONCLUSIONS
5.1SUMMARY OF LEARNING EXPEREINCE
BUSINESS IS TERRIBLE
If I understand you correctly Mr. Customer, you saying that you’ve experiencing a
loss of market are, and not experiencing the king of results that you’d hoped to be
gaining this year, is that correct? We know from our studies that during the time of
tough recession, businesses that increase or maintain their advertising realize
more profits than those businesses decreasing or cancelling their advertising. What
this means is when times are tough, that’s when you’re getting the best return for
your advertising rupee. Don’t even consider BIZLIST advertising as a solution to
reducing…. BIZLIST advertising is a solution, bringing profit to your business.
What we need to look at is being more competitive, more aggressive and looking for
a larger piece of that market. This way can offset tougher times and more selective
shoppers by having dynamic presence in the BIZLIST.
What percent of your customers have you lost?
Are your competitors experiencing the same thing?
What changes have you made in your business to meet this crisis?
Prove the value of BIZLIST.
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At present you’re not dominating any advertising medium, are you? I’m going to
recommend that you dominate the BIZLIST. Instead of trying to reach to customers
with a scattergun approach, you can dominate the headings that pertain to you.
That’s where your present and potential customers look when they’re ready to buy.
Just because times are bad, it’s not the time to cut down your advertising. As a
matter of fact (refer to economic recession visual page) out studies show that when
times are bad, you need to get a bigger piece of the pie. People are still going to use
the BIZLIST when they are ready to buy.
VISUAL AIDS THAT COULD BE USED
Recessionary sales indicator
Customer cycle
Productive & Unproductive expenses
VISUAL AIDS THAT COULD BE USED
Survey results – BZL /tele prov./Bsnl
5 Basic requirements of an effective advertising medium
NO ONE EVER LOOKS FOR ME IN THE BIZLIST
If they were to look for you in the BIZLIST and you weren’t there how would you
know they were looking for you?
Have you customers told you that?
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Why wouldn’t they look for you? Why is your business different?
Why do you say that?
Do you ask your customers where they found your telephone number?
How do you advertise at present?
Do you use the yellow pages? When you call someone do you tell him you’re looking
at his ad in the BIZLIST? Of course not!
When they look under your heading we need to make it easy for potential customers
to do business with you. I’m going to recommend….
VISUAL AIDS THAT COULD BE USED
Directional Medium
Advertise where your potential customer will look – (PMC)
How does your ad look/which firm would you call- (RMC)
ALL BUSINESS COMES FROM WORD OF MOUTH
That’s fantastic Mr Customer what that tells me that you have earned a very strong
reputation. Word of mouth is what builds your reputation; but it’s advertising that
build your business. Word of mouth is your known market, the customer that you
know. The market that most business are interested in pursuing is the unknown
market these people are not part of your market share yet, but you want them to be.
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Refer to visual “look how your customer move. There are so many people moving in
and out of your area. People moving out, and changing locations. Word of mouth is
really important, so let’s augment that with a really solid program.
COMPANY’S BUSINESS IS AFFECTED BY THE RECESSION
What we need to look at is being more competitive, more assertive and looking for a
larger piece of the market, because in an economic slow down there will always be
organization who will find it very difficult to sustain it’s self and these organizations.
Customers will look for others to cater to their needs.
Are other people in your industry experiencing the same?
What steps are taking to handle this current crisis, have you been through similar
problems in the past, how did you tackle it them?
Explain that the competition isn’t quitting, explain that people will still spend money
to make purchases and if your client does not make them aware that he is selling
something, they will spend their money elsewhere.
Marketing is essential to survival and growth. With very exceptions, people won’t
know you’re there if you don’t get the word out.
Advertising in tough times enables you hold on to your old customers. Many
enterprises survive on repeat and referral business. Old customers are the key to
both. When old customers don’t hear from you or about you they tend to forget about
you.
Marketing gives you an advantage over your competitors who have ceased
advertising.
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Prove the value of the BIZLIST describing the benefits of GETIT.
Since the BIZLIST is also used by comparison shopper by not being in the book you
will not have an opportunity to compete for that consumers rupee.
Check to see whether he agrees to this point of view.
VISUAL AIDS THAT COULD BE USED
Recessionary sales and indicator
Customer cycle
Productive & Unproductive expenses
VISUAL AIDS THAT COULD BE USED
Directional medium
Make BIZLIST talk
Survey results
I DEAL WITH ONLY A FEW SELECT FIRMS/ I HAVE FIXED REGULAR
CUSTOMERS
Businessmen need not depend only on the same fixed customers and for that
reason they constantly try and develop new prospects in the pipeline.
A wider choice of customers can lead to larger profits by selectively choosing the
most valuable customers.
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BIZLIST is like business insurance – it helps protect the market share that you
would lose, by replacing new customers for the ones that drop our.
With your name better known to a wider area and greater market, you will gain new
clients and realize a better bottom line figure. I’m suggesting a multi book program to
enhance your image, to protect you from outside competition, and to increase your
profits. Let me show you what can be done.
I HAVE MORE BUSINESS THAN I CAN HANDLE/ I HAVE LIMITED CAPACITY
Even if your capacity is limited, one can raise finances to increase it, provided that
you have a steady stream of customers who constantly increase their demand. This
is where the BIZLIST is going to help you, by directing a constant flow of customers
to you.
Over a period of time we know that you’re going to lose a certain percentage of
customers. Your BIZLIST advertising is like business insurance – it protects your
share of the market.
Time is money. I know from talking to other business people who have all different
types of customers. They have the very best customers, and the ones’ that are time
wasters. Especially when you’re a small business, you have to be much more
careful how you guard your time and money.
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VISUAL AIDS THAT COULD BE USED
Too much business
Advertising should be stopped
VISUAL AIDS THAT COULD BE USED
Unknown market
Customer cycle
CIRCULATION IS VERY LOW
BIZLIST is designed to specifically target your segmented market only; it does not
look at circulating your information to people who will never have any requirement of
your product. Unlike other media, where the distribution is done for all classes of
people, from industrialists to barbers, irrespective of whether they are genuine
buyers, the BIZLIST focuses only on distribution to your core and potential market
and hence avoid unnecessary prints and consequently, a waste of your money.
The distribution primarily looks at quality over quantity. To understand this better, let
me explain to you our product concept and the distribution strategy.
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WE SUPPLY ONLY TO GOVERNMENT DEPARTMENTS
IS it that you don’t want to supply to others or you haven’t supplied to others till now?
If you get an order with attractive terms that would lead to higher profile for you,
wouldn’t you want to pursue it??
It is a known fact that all purchase by govt. department have to be made either on
tender basis or by inviting at least 3 quotations. Therefore, it is imperative for you to
be present in the Bizlist so that the purchase managers/ material department
managers can get a constant exposure to your firm and its product and keep
themselves updated about you.
Other sales’ governments are also potential buyers. Hoe do you reach to them?
What if they reduce their requirements? Wouldn’t you prefer to have a backup to
counter that possibility?
WE CATER TO THE EXPORT MARKET ONLY
We are the one of the largest business database portal in India. The moment you
register with us,
We provide you with a host of services that not only help you expose your business
activities locally but also internationally.
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Where can your importers locate you expect your own city?? When you look for
Italian marble, you look at importing it from Italy, right?? Similarly, when an importer
is looking for your kind of product, the first that he would search for you is your own
city. It is for that reason that you should also have a presence in your local market.
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5.2 CONCLUSION AND RECOMMENDATION
COMMUNICATION SKILLS
Verbal: The message that we deliver
Vocal: The voice that we convey
Visual: Our body language
Causes of Communication Difficulties:
Lack of information and knowledge
Not explaining priorities or goal properly
Not listening
Not understanding fully and fail to ask questions
Mind made up, preconceived ideas
Not understanding others’ needs
Not thinking clearly, jumping to conclusions
Bad mood
Failure to explore alternatives
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Communication
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7 Positive Principles for Cooperative Communication
1. Soften the ‘you’s or change the into “I” avoid sounding pushy
Instead of: ‘You’ll have to…’, say ‘Could you…’ Or ‘Would you be able to…’
2. Focus on the solution, not the problem
Instead of ‘We’re out of mild..’, say ‘I will pop down the shop for some milk’.
3. Turn can’t into cans
Instead of ‘We can’t do that until next week’, say ‘We’ll be able to do that
next week’.
4. Take responsibility – don’t lay blame
Instead if ‘It’s not my fault’, say ‘Here’s what can do to fox that’.
5. Say what do you want, not what you don’t want
Instead of ‘don’t; drive too fast’, say ‘Drive carefully’
6. Focus on the future, not the past
Instead of “I’ ve told you before not to… …, say ‘From now on … …”
7. Share information rather than argue or accuse
Instead of ‘No, you’re wrong’, say ‘I see it like this…’
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Manage your body language
Sit or stand at right angles and on the same level, and respect people’s personal
space zones
Use open gestures and body language
Center your attention exclusively on the other person
Lean slightly forward to show interest; a bit further forward to apply pressure, slightly
back to reduce pressure
Maintain appropriate eye contact while listening to encourage the speaker; increase
eye contact to apply pressure; reduce it to lower pressure
Respond appropriately by basing your responses on what the other person has just
said
Be relaxed and balanced to make relaxed and open communication easier
Gather Good Information with your EARs
E – explore by asking questions
A – affirm to show you’re listening
R – reflect your understanding
S – silence, listen some more
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To listen more effectively…..
Attend physically – the right body language helps us to focus on the speaker and
encourages the speaker to give us more information.
Attend mentally – follow the speaker’s flow of though, listen to understand, not evaluate;
listen first, then assess
Check it verbally – paraphrase, clarify, probe further, summarize your understanding
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QUESTIONAIRE
1. IS CUSTOMER SERVICES SEEMS POSITIVE FORCE IN GETIT
INFOSERVICES?
A. ALWAYS ( ) B.MOST OF THE TIMES( )
B. SOMETIMES( ) D. NEVER ( )
2. HOW IS THE CUSTOMER SERVICES IN GETIT INFOSERVICES?
A. SUPERIOR ( ) B. GOOD( )
C. FAIR ( ) D. POOR ( )
3. HOW ARE THE FRONT LINE SERVICES?
A. EXCELLENT ( ) B. SATISFACTORY ( )
C.FAIR ( )
4. ARE YOUR QUERIES AND COMPLAINTS ATTENDED PROMPTLY?
A. ALWAYS ( ) B. MOST OF THE TIMES( )
B. SOMETIMES ( ) D. NEVER ( )
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5. ARE THE GETIT SERVICES EMPLOYEES ABLE TO SOLVES YOURS
INSTANTLY?
A. ALWAYS ( ) B. MOST OF THE TIMES ( )
C. SOMESTIMES ( ) D. NEVER ( )
6. HOW ARE THE FACILITIES PROVIDED BY GETIT INFOSERVICE?
A. EXCELLENT ( ) B. GOOD ( )
C. FAIR ( ) D. POOR. ( )
7. WHAT IS YOUR EXPERIENCE ON POST SALES SERVICE?
A. EXCELLENT ( ) B. GOOD ( )
C. FAIR ( ) D. POOR. ( )
8. HAVE THE SERICES PROVIDERS KEPT OF TO YOUR EXPECTATION?
A. YES ( ) B. NO ( )
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9. DO THE SERVICES PROVIDERS UNDERSTAND THE NEEDS OF THE
CUSTOMER ?
A. ALWAYS ( ) B. MOST OF THE TIME ( )
C. MOST OF THE TIME ( ) D. NEVER ( )
10. WHICH OF THE FOLLOWING DO YOU THINK ARE GOOD TELECOM SERVICE
PROVIDERS?
A. BSNL ( ) B. VODAPHONE. ( )
C. AIRTEL ( ) D. RELIANCE ( )
E. TATA ( ) F. OTHER ( )
BANGALORE SCHOOL OF BUSINESS Page 96
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BIBLIOGRAPHY
TEXT BOOKS
1. DIRCTORY OF BIZLIST
2. KOTLER PHILIP 2003
3. KOTHARI C.R 2004
PERIODICAL
TRAINING KIT OF GETIT INFOSERVICES (P) LTD.
WEBSITES
www.google.com
www.getitinfoservices(p)ltd.com
www.bizlist.co.in
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Other
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BANGALORE SCHOOL OF BUSINESS Page 98