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Sales & Marketing
- 1. Marketing & Sales How to Build Profitability Prepared by: Simin Foster PB Consulting & Training Services [email_address] November 2004
- 19. Price of Birthday Offerings (The Experience Economy, by B. Joseph Pine & James H. Gilmore)
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- 27. The Enactment Model (The Experience Economy, by B. Joseph Pine & James H. Gilmore)
Notas del editor
- Introduce Myself: Simin Foster, Small Business Consultant & Entrepreneur Graduated in Engineering with a recent MBA degree. Worked in HiTech industry in Marketing, Business Development & Sales area as well as Business & Management Consulting Started a Retail company in 2001 and I continue to practice business consulting leveraging my corporate & retail business experience. My consulting focus is helping Small Businesses in the phases of start-up, operation and growth. I also teach business courses at universities whenever I have time and there is an interesting opportunity. This evening, I have the pleasure of giving this seminar for EC.
- Part 1: What is Sales? What is Marketing? Designing & Managing Sales Forces Personal Selling Marketing Context & Process Marketing Mix Strategies What is in a Marketing Plan? Part 2: Creating Powerful and Sustainable Value and Differentiation The Ultimate Profitability Zone Looking in the Crystal Ball!!
- Sales & Marketing are different, but depend on each other. Focus is Customer needs/market, Strategy is long term & objective is profits through customer value & satisfaction Marketing is the focus of this seminar
- Taking the myth out of the vocabularies. Sales involves influencing the customer’s buying decisions (the degree can vary based on the function) and brings back the much needed intelligence. Focus is product, Strategy is short term & objective is profits through sales volume Types of Sales function: E.g. milk, oil, Can be inside or outside order taking. E.g. Retail sales person, soap sales person calling on the supermarket. Building goodwill, educating. E.g. pharmaceutical rep, insurance agent Providing consulting to the client. E.g. Engineering sales person
- Positioning: Who is our target audience? How our Products & Services are different from others, What additional/unique values do they offer to the customers? How do we want to be Perceived by the customers? What are are key messages for the customers? Logo can be in the form of Name, logo, and/or a message to convey what a product or service stands for (e.g. quality, prestige, health, etc. such as “Nike – celebrating the winner in us”
- Set objectives:
- Advertising – e.g. print ad, broad cast ad, direct mail, catalogue, display signs Sales Promotion – e.g. c ontest, coupon, sampling, rebate, trade-in Public Relations – e.g. press release, seminars, sponsorships, lobbying, donations, door prizes Personal Selling – e.g. Sales presentation, telemarketing, tradeshows
- Major Aspects of Personal selling
- Goods & services no longer provide sustainable winning strategies. 1) As the world cascades towards sameness, every innovative products created or Services provided will be copied at the speed of light. They force you to compete on the basis of price……then, you are offering little or no differentiation. 2) Businesses must look beyond the traditional business models and adopt differentiation by offering “experiences”. It is important to discover the role of “experiences” in building stronger, more personal relationships with customers. 3) Why does a cup of coffee cost more at a trendy café than it does at the corner diner?
- There is no such thing as an artificial experience
- You can start with a list of impressions and then develop the theme.
- With theatre as a model, even mundane tasks engage customers in a memorable way. Any work a customer observes directly is an act of theatre. The act of acting differentiates memorable experiences from ordinary activity. Acting is taking deliberate steps to connect with an audience.
- “Been there, done that”. Transformations are as distinct from experiences as experiences are from services. The buyer of the transformation essentially says, “Change me”.
- You are what you charge for If you charge for stuff, then you are in the commodity business. If you charge for tangible goods, then you are in the goods business. If you charge for the activities you execute, then you are in the experience business. If you charge for the time customers spend with you, then you are in the experience business. If you charge for the demonstrated outcome the customer achieves, then you are in the transformation business.