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Marketing 362 Customer-izing Positioning Differentiating Presenting Serving Relatiionship Building Group Review Please form groups of SIX and take a high-level look at Chapters 7, 8, 9, 10 and 11 and answer the following for each: 1. What are the key lessons learned? 2. Provide an example that describes for the Review and Action Points at the end of each Chapter as outlined: 1. Chp. 7 - #1 and #3 2. Chp. 8 - #3 3. Chp. 9 - #2 4. Chp. 10 - #3 (performance value) 5. Chp. 11 - #2 (think of your sales project as an example) Customer-izing Buyers define value Learn how to think as buyers think Positioning Persuasion positions your solution as the value-added solution: forming an image in the customers mind so that you carefully shape how others think of you Personal Positioning: – Knowledge – Appearance – Use of time – Personal organization – Effectiveness of communications – Quality of presentations Differentiating Makes it easier to choose your solution over the competitor’s – Identifying your unique values (fig. 9.1) – Creating barriers Timeline (the ol’ schedule to satisfy) Make it easier to do business with you Provide direct access to Doers and Shakers Unique bundling and pricing Vary options by price levels Use your creativity (think of sales project) – Describing your differential value Be +ve Use Comparison Tools Have your customers sell for you Acknowledge generic similarities and create barriers with “things to consider list” create worry/doubt Presenting PERSONALIZE your message (buyers values) – Book shows lots of tips (how?) Communicate PERCEIVED VALUE – One key item worth digging into: (presenting the price: “the price is”…lets discuss) Demonstrate SUBSTANCE – Here is what you can do now (show the value – bottom line it) Serving Adding Value by: Focusing….persuading…and now SUPPORTING Supporting: – SERVING and Relationship BUILDING SERVING: – Smooth, seamless, and painless transitions to your solutions (how do we do this? Examples?) Process Support (see p. 102) People Support (see p. 103) RELATIONSHIP BUILDING “Customers buy brands but reserve loyalty for people” Principles: 1. TRUST fundamental 2. Sale ALWAYS about CUSTOMER 3. EMPATHY is your monitor 4. REALITY is in customer’s eye 5. SUCCESS (two-way street) Personal skills: – Listen more talk less – Genuine interest in customer – Make your customer a hero (A SUCCESS) Go Forth and REPORTIZE Individual Reports are due March 1. Note: Late penalties effect the entire grade for the sales competition project!
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