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eNotesMBA
The Best References For MBA

 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about
push.
 Marketing is all about managing the four P’s –
 product
 price
 place
 promotion

http://www.enotesmba.blogspot.com

Marketing Convenience
Mix

Place
Product

Customer
Solution Price Promotion

Customer Communication
Cost


1. trying to get the company 1. trying to get the
produce what the customer customer to want what
wants the company produces
2. Marketing is much wider 2. Sales is a narrow
& dynamic than sales concept
3. Marketing revolves 3. Sales revolves around
around needs & interest needs & interest of
of buyer seller
4. Selling is an inside-
4. Marketing is outside-in
out perspective
perspective
5. Selling is a PUSH
5. Marketing creates PULL
6. Sales is a part of
6. Marketing involves a set marketing process
of activities 7. Sales is the result of
7. Marketing is a process marketing

 You cannot do without either process
 Business growth is possible by strategically
combining both efforts


1. The Instant Buddy
 Salespeople who use this approach are warm
and friendly, asking questions and showing
interest in their prospects.

 They try to connect on an emotional level
with a prospective customer.


2. The Guru
 They are more logical and less emotional.
 They position themselves as problem-
solvers, able to answer any question and
tackle any issue that the prospect lays before
them.
 The guru approach requires plenty of work
learning the relevant information and keeping
up with changes in your industry.


3. The Consultant
 This approach combines the 'guru' and
'buddy' approaches.
 It requires a great deal of time and effort on a
salesperson's part.
 You must be both knowledgeable and able to
make an emotional connection with your
prospects.
 If you can manage both of these feats, your
sales will take off like a rocket.


4. The Networker
 The dedicated networker maintains a web of
friends, co-workers, salespeople from other
companies, customers and former
customers, and anyone else he meets.
 A strong enough network will create an
ongoing flow of warm leads that can provide
most or even all of the salesperson's needs.


5. The Hard Seller
 Hard selling involves getting someone to buy a
product even though he doesn't want or need it.
 No ethical salesperson should use a hard sell
approach.
 The result is customer who never buy again
and, sooner or later, a bad reputation for the
company as a whole.

Stick with one or more of the first four approaches
– they are all both effective and ethical.

1. Customers Expect Solid Information.
Providing your customers with tangible information lets them
know that you value them and respect their ability to make sound
decisions.
When they feel that they're respected, they're more open and
willing to do more business with your company.

2. Customers Expect Options.
Customers don't want to be told that there's only one way or one
solution. They'll respond positively when they're given options.
Options are essential because they create dialogue and discussion.
Open dialogue can lead to more sales.


3. Customers Expect Single Source Service.
Customers don't want to be transferred to every unit of your
business to have their problems solved.
This means taking ownership of your customers
requests, problem, etc., and ensuring that their needs are met
to their satisfaction.

4. Customers Expect Superior Communication.
If you tell them that you will call them back at a certain
time, make sure that you do.
Your responsiveness will create a bond of trust, and a
communication comfort level.


5. Customers Expect Consulting.
You must take the time to ask pertinent questions .
This will demonstrate your ability and knowledge as well as
your intent to spend the necessary time with them to meet their
specific needs.

6. Customers Expect A Seamless Relationship.
The best businesses are those that believe in going the extra
mile for their customers.
Building a relationship with your customers built on mutual
trust and respect takes time and effort, but remember retention
is the best method of building profit.


Meeting these expectations will cement
your relationships, increase customer
satisfaction, and retain them in
business.


 Be Competent  Fix it Right the First
Time
 Explain Things  Explain why the
suggested repairs are
required
 Be respectful
 Don’t treat me as a
dumb female


 Keep me informed  I shouldn’t have to learn
about insurance law
changes from the
newspaper
 Be on my side  I don’t want them to treat
me like a criminal just
because I’ve a claim
 Keep the promise  Protect me from
Catastrophe
 Provide prompt service  I want fast settlement of
my claims


 Provide a clean room  Clean & Hygienic

 Provide a secure room  Good bolt & peephole
on the door
 Prompt service
 Keep the Promise
 In case I need extra
 Be Flexible services


Customer Loyalty Vs. Satisfaction

Customer Customer Customer
Expectations Satisfaction Loyalty

Not meeting
Dissatisfaction Defection
expectations

Meeting Satisfaction, but
Variety Seeking
expectations “taken for granted”

Exceeding Enthusiasm & Customer Loyalty
expectation Surprise


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