CUSTOMERBEHAVIOUR
People involved in decision making•   Principal•   Teachers•   Management•   Parents
Principals - Types             1. INFLUENCER                     2. NON INFLUENCER                                        ...
Non Influencer Principals                                                                TO DO•   Not good at Academics   ...
Management - Types•   Business People•   Academicians•   Christian school•   Corporate school
Business People                                                              TO DO•   Interested in Profit and gain.      ...
Academicians•   Very Loyal and professional           •   Need to create first impression but•   Basically teacher by prof...
Christian school•   Highly educated                        •   Presentation needs to impressive,•   Gate crashing very tou...
Corporate Schools• Business minded                 • With short presentation talk• Meeting decision maker is         more ...
Points to remember• Maintain business attire• Create a need in your first meet• Don’t create salesman impression• Always g...
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Customer behaviour

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Customer behaviour

  1. 1. CUSTOMERBEHAVIOUR
  2. 2. People involved in decision making• Principal• Teachers• Management• Parents
  3. 3. Principals - Types 1. INFLUENCER 2. NON INFLUENCER To Do• Good at Academics & Administration • Need a better presentation• Involves in all key decision making • Emphasis on benefits of smart class• Acts as a Mediator • Discuss price• Can convince the decision maker • Convincing – Important• Wants recognition • Fix appointments through them• Wants appreciation • Don’t overlook after meeting with• Looks for betterment of schools decision maker – Praise him for his help • Will give references after sign up
  4. 4. Non Influencer Principals TO DO• Not good at Academics • Give presentation but don’t discuss• Takes care of Administration & price. teaching• Promoted from teacher to principal • Can be a hurdle to meet decision• Closed minded maker – If you treat him as decision• Can’t take decisions, consults maker. management • Ignore them• In secured person, fear of job security • Maintain good relationship • Help in giving you school background, management background • Information desk – Meet him to know director’s status. • Don’t ask him to transfer your• Not a mediator – Poor communication communication- Handle directly.
  5. 5. Management - Types• Business People• Academicians• Christian school• Corporate school
  6. 6. Business People TO DO• Interested in Profit and gain. • Presentation need to be short and brief• Have strong financial background• Operate other businesses• Recruit good academicians & • Give presentation to principal also administrators as principals• Takes principal advise on smartclass• Interested in admissions • Discuss advantages of branding through• Interested in Branding smartclass• Negotiates hard • Don’t get carried away in pricing• Decision making too fast or too slow. • Give deadlines for quick decision• Difficult to get appointment or meet • Track their moments them
  7. 7. Academicians• Very Loyal and professional • Need to create first impression but• Basically teacher by profession and don’t create salesmen impression starts a small school – Big • Emphasis on features of smart class• They takes care of both school • Spend more time on content academics & administration• Concern about price • Talk initially about PSPM then fixed• Parents – Objections cost.• Regular follow up required to • Parents presentation may be required convince. • Every time meet with a strategy• Decision making- Long time • Give references • School visit helps • Deadlines work only at pre-poning signing date.
  8. 8. Christian school• Highly educated • Presentation needs to impressive,• Gate crashing very tough discuss more on features• Principals are very strict • Need to be punctual• Don’t trust you in your 1st visit. • Prior appointment must Regular visits are required to trust • Visit them in visiting hours you. • Don’t create salesman impression• Thinks about reputation of school – • No wrong commitments please adopts quality products• Not interested in branding • PSPM attracts• Price Concern• Negotiation- very less • Maintain price balance• Decision making – too long • Give Christian school references• Burs our • Don’t meet correspondent without• 70% decision making is done by principal permission. principals • Address them as Father / Brother /• Correspondent – 10% Sister• Provincial – 20% • Collect info on society name
  9. 9. Corporate Schools• Business minded • With short presentation talk• Meeting decision maker is more on benefits difficult • Convincing mediator is must• Mediator – to transfer our • Identify the right mediator communication • In Negotiation with Mediator• Mediator negotiate first Don’t get carried away assuming• Decision making – too long a him as a decision maker process • Follow up must• Involves board of directors / • Will use competitors name for partners negotiation but talk about difference in quality • Enquire about other advisors • Take note on no of school • Enquire about decision makers availability
  10. 10. Points to remember• Maintain business attire• Create a need in your first meet• Don’t create salesman impression• Always give full presentation• Make note of society name• Identify the right decision maker & also advisers to decision makers• Don’t get carried away with promises• Be in touch with the client after signup till handover.• Take references from clients.

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