Friday, 25 November 2011
|Lego Snowman and Elf|
Sunday, 20 November 2011
|The marketing sales spectrum|
|Classic product orientation|
Modern Marketing plans should make provision for issues to do with national and international laws which have an impact on the marketing of the company's products and services.
Along with issues of social or corporate social responsibility , duty of care, recycling there may be other 'green issues' which have an impact on a company's marketing plan due to codes of practise, best practise or law.
Marketing Essentials Course
Sunday, 13 November 2011
TACK use the methodology of International Learning Inc http://www.internationallearning.com/http://www.internationallearning.com/
|Hugh Alford TACK International and John Corbett , International Learning Inc|
2. Identify customer needs and priorities
Using the TACK FIND ® Drill Down Questioning
methodology learn to question in a businesslike but conversational way by deducing the back ground , and factual information from the client in a natural but logical flow to reveal the customer's priorities, issues and concerns to expose Issues and concerns and previously 'unidentified needs'.
Key to the process to not to leap to a solution but seek to get the client to put a monetary value on the concern by making the customer express the impact of the issue more clearly from their perspective.
By then getting the client to visualise their preferred solution or outcome through identifying true need at which point it will need naturally to your benefits and You Appeal ®
3. Create and design of your DVP ( Differentiated Value Proposition) solution
What is the true need/ solution your client?
Who is/ are the decision makers - what do they require?
What are your client's decision making priorities?
What are the key components of your solution
How to communicate them in a way that differentiates your solution?
"Brain power alert!"
Solution Based Selling Delegates set about deriving the key components of their differentiated value proposition DVP
Where appropriate SBS look for relevant parts of their DVP which will help their client's profitability objectives such as :
- increasing volume
- increasing unit selling price
- reducing unit cost
- optimising fixed capital investment
- optimising working capital investment
4. Presenting your differentiated value proposition
I guess the You tube of Rick Perry forgetting his key three points at the Republican leadership debate on CNBC on Thursday 10th November will become a regular source for trainers to illustrate the importance of have easy to read notes of key points of a presentation and how one answers questions at the end of the presentation or debate is a critical determining step as to whether your audience will buy your idea or solution whether in politics or business or indeed in the business of politics.
Texas Governor Rick Perry's inability to remember his own policy - the third US government agency he would eliminate if elected - during a televised debate may have seriously hampered his chances at winning the White House, analysts have said.
We examined six stages of the process of presentation of our DVP we examine Investigation and research, planning, design, rehearsal, presentation and follow up.
Nowadays such presentations are not only conducted face to face but also via the Internet through audio/visual web conferencing on the likes of Webex http://www.webex.com/, Goto Meeting http://www.gotomeeting.co.uk/fec/ and Skype calls http://www.skype.com/intl/en-us/features/allfeatures/conference-calls/.
5.Negotiate terms and conditions
6. Implement solution, evaluate and develop
How do we implement the solution we have offered?
What will you assess and how?
What will your client assess and how?
Your progress / success can be measured in three areas:-
Your Products / services review e.g. product fit, performance, value and impact.
Your company review e.g. alignment, quality and commitment.
Your personnel review e.g. accountability, knowledge and caring.
Delegates leave the TACK Solution based selling programme with their action plans set and a126 page workbook crammed with checklists , templates for style profiles and supporting notes to the key sessions of the programme.
The programme is supported with post course 'sms' text messages, blog links and post course briefing by the TACK account team.
Peter Drucker the management guru said
" If you are not part of the solution you have gotta part of the problem".
We are about selling based solutions.
So Michael Blastland concludes his fun piece for BBC News Website on Saturday November 10th 2011
Professor Dan Kahan suggests related framework that was developed in part to promote effective operations of multi-national business entitities. You can find out about this work at http://www.geert-hofstede.com/
Selling to different values