Getting to Yes!

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The psychology of the
Romanian manager / entrepreneur
in accessing communication services

Published in: Business, Technology
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Getting to Yes!

  1. 1. Ge#ng  to   The  psychology  of  the     Romanian  manager  /  entrepreneur    in  accessing  communica8on  services   by  Raluca  Mihălăchioiu   The  Public  Advisors  
  2. 2. My  hypothesis   There  are  certain  kinds  of  Romanian   managers/entrepreneurs  that  are  more   likely  to  hire  professional  marcomm   teams  for  their  businesses  than  others  
  3. 3. How  ?  
  4. 4.   10  interviews  with   managers  from  5  industries.   For  each  industry    -­‐       2  managers:     – one  whose  company  does   communica8on  campaigns   – one  whose  company  doesn’t.    
  5. 5.       Ques8onnaires  for  people   responsible  with  the   communica8on  and   marke8ng  strategists  from   both  agencies  and  clients  -­‐  all   around  the  country    50  respondents  
  6. 6. Robert  Weisz  -­‐  ComProfiles  
  7. 7. 2  kinds  of  managers:   Predisposed  to  NO                              Predisposed  to  YES  
  8. 8. The  portrait  of  the  manager   predisposed  to  NO     (+)  CreaJve   (+)  Being  important  to  others   (+)  Play  &  laughter   (+)  Freedom   (+)  ExploraJon   (-­‐)  Not  ranking  prioriJes   (-­‐)  Not  finishing   (-­‐)  Liking  to  argue   (-­‐)  Making  things  complicated   (-­‐)  GeRng  agitated  
  9. 9. The  portrait  of  the  manager   predisposed  to  YES     (+)  Fast  decision  making   (+)  InnovaJng   (+)  Taking  acJon   (+)  Introducing  change   (+)  Takes  risks   (-­‐)  Not  accepJng  mistakes   (-­‐)  Not  accepJng  limits   (-­‐)  Being  autocraJc   (-­‐)  Distant   (-­‐)  Taking  too  much  risk   (+)  Structure   (+)  Procedures   (+)  Learning   (+)  Trustworthy   (+)  Being  professional   (-­‐)  Not  taking  iniJaJves   (-­‐)  ConservaJve   (-­‐)  Too  formal   (-­‐)  Too  specialized   (-­‐)  Rigid  
  10. 10. PARADOX!!!   Managers/ Entrepreneurs      with  an     IDEA  leadership  style   are  more  unlikely  to     access  markeJng  &   communicaJon   services    
  11. 11. Managers/ Entrepreneurs  with  a     STRUCTURE-­‐VALUE   leadership  style  are   more  likely  to  access   markeJng  &   communicaJon  services    
  12. 12.  Reasons  behind     predisposi8ons   to  NO?    Turning  points   From  NO  -­‐>  YES  
  13. 13. Reasons  behind     predisposiJons  to  NO?   •  Perceiving  marke8ng   services  as  expensive   •  Lack  of  budget   •  Lack  of  understanding  of   these  services   27%  don’t  understand  the   services   25%  decide  they  can  do  it   without  the  agency   22%  don’t  have  the  budget     PROFESSIONALS  
  14. 14. Reasons  behind     predisposiJons  to  NO?   •  Perceiving  marke8ng   services  as  expensive   •  Lack  of  understanding  of   these  services   •   Believe  they  don’t  need  it  because   “everything  is  OK”  now   • Don’t  know  who  to  contact     MANAGERS  
  15. 15. Turning  points   From  NO  -­‐>  YES   •  24%  when  launching  a  new  product/service   •  19%  when  launching  a  new  company   •  15%  when  they  acknowledge  their  lack  of   awareness     •  11%  when  proacJvely  approached  by  agencies   PROFESSIONALS  
  16. 16. Turning  points   From  NO  -­‐>  YES   •  When  strong  compeJtors  arise     •  When  recommended  by   business  partners     •  When  they  want  to  boost  sales   MANAGERS  
  17. 17. 4  main  FACTORS     that  stand  between     NO                        &                            YES  
  18. 18. MONEY  
  19. 19. FEAR  
  20. 20. KNOWLEDGE  
  21. 21. WHO’S  WHO?  
  22. 22. Ge#ng  to  
  23. 23. The  KIT  of  SURE  SELLING  markeJng   and  communicaJon  services  to   Romanian  managers/  entrepreneurs    
  24. 24. 1     Show  him  the  ROI!     =>  Show  him  what  he  can  gain  exactly  –  in   figures,  if  invesJng  in  communicaJon   campaigns.  
  25. 25. 2   Show  him  the  HELL!     =>  Make  them  exit  their  comfort  zone   and  see  in  their  mind  the  film  of  the   worst  case  scenario.  
  26. 26. 3   Show  him  the  BEST!     =>  Bring  with  you  at  the  meeJng  the   expert  in  your  team  that  will  do  the  job.   He  is  an  S  person,  he  knows  that  you   can’t  be  an  one  man  show!  
  27. 27. 4   Show  them  the  WAY!  …but  not   necessarily  with  you!     =>  Make  them  understand  the  services   that  they  need.  “You  have  to  do  this,  no   majer  if  you  do  it  with  us  or  not.”    
  28. 28. 5   Be  TRUSTED  by  someone  they  TRUST!     =>  Find  a  common  friend  because  they  are   very  sensible  to  recommendaJons.  
  29. 29.  6   Show  him  COURAGE  in  proposals!   =>They  love  risk  and  being  challenged.   They  want  to  be  dared.  V2G    
  30. 30. 7   Make  him  part  of  the  plan!     =>  because  he  really  likes  to  learn  S2G.  
  31. 31. 8   Tell  the  SUCCESS  STORIES  in  which   they  can  see  themselves  as  the   main  character     =>    Believes  in  models  S1S.  
  32. 32. 9   Make  ALLIES  inside  his  team!     =>  because  they  are  the  “I  don’t  know  ”   –  “I  won’t  do”  type  S2S  
  33. 33. 10   Take  LESSONS  from  him!     =>  Use  the  last  ten  minutes  of  the   meeJng  to  ask  for  a  lesson!  He  will   enjoy  teaching  you!  S1G    

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