Mark 362 week 6 adding value positioning etc by HC120917151948

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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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