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Indispensable_Book Presentation

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Presentation for the book Indispensable, by Joe Calloway for "Read a Book" in my marketing class

Presentation for the book Indispensable, by Joe Calloway for "Read a Book" in my marketing class

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  • “ You determine the behavior that you want, based on who you are, your vision and your brand. Then put a process in place to encourage that behavior on a regular basis and supply the support system and environment to make it happen as easily and naturally as possible. Measure it, talk about it all the time, reward successes and correct failure.” “ You determine the behavior that you want, based on who you are, your vision and your brand. Then put a process in place to encourage that behavior on a regular basis and supply the support system and environment to make it happen as easily and naturally as possible. Measure it, talk about it all the time, reward successes and correct failure.”
  • People make mistakes

Transcript

  • 1. Book Review
    • Presented by:
      • Bhuvanambigai P
      • Dhivya K M
      • Harendhiraprasad M N
      • Rajesh Soundararajan
      • Sivakumar P S
      • Surenderan E
  • 2. Author
    • JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who's Who in business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and American Express.
    • He speaks frequently on business trends, and has been inducted into the International Speaker's Hall of Fame.
    • He owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess. He is also the author of Becoming a Category of One.
  • 3. Introduction
    • When products and services become interchangeable, price becomes the ultimate determinant for consumers
    • Indispensable shows businesses how to break out of that cycle by using The Five Drivers- a strategy that takes companies to the next level of performance
    • Renowned business consultant Joe Calloway looks at how real companies have made their product or service "mission critical," and satisfied customers in the process.
  • 4.
    • Indispensable companies have a clear sense of focus on where they "fit" in the grand scheme of the marketplace. It begins with a few simple, vitally important questions:
      • What do we do best?
      • What do we love to do?
      • What do our customers value?
      • Where do those three factors intersect?
    Vital Questions
  • 5. The Five Drivers
    • Indispensable shows readers how to:
      • Create and sustain momentum : overcome organizational inertia and keep moving forward
      • Develop habitual dependability : make consistency of performance a defining characteristic
      • Connect continuously
      • See the Big Picture Outcome : create compelling customer experiences
      • Engage, Enchant, Enthrall : make magic in the marketplace ``
  • 6. Six New Basics
    • Innovative idea  Baseline Expectation
    • Cross Pollenization of ideas
    • Say ‘ Why Not ’ Continuously
    • Get Back Inside the Box
    • You Will Partner
    • Selling Is Dead
    • Whatever Happens Is Normal
    • Internet Didn’t Change Anything
  • 7. Say ‘Why Not’ Continuously
    • Philosophy of Management
    • Examples:
    • Travel Agencies, Banks
    • Rock Bands & Copier Companies
    • Get Back Inside the Box
    • Be good at what we do and then be different
    • Examples:
    • Restaurant Business
  • 8. You Will Partner
    • Strengthening Your Brand
    • New Hunting Ground
    • Selling Is Dead
    • Matching is Alive & Thriving
    • Value Placement Approach
    • “ Its not about selling,
    • It’s about people buying”
  • 9. Whatever Happens Is Normal
    • No hard times just times
    • Indispensables perceive differently
    • Pragmatic & Non-emotional
    • Internet Didn’t Change Anything
    • Changed how we do & not the basics
    • Means to end
  • 10. Create Community
    • To strengthen market position of a particular product
    • Creates bond between manufacture and customer
    • Power of community is to build loyalty.
    • create community within organization which in turn creates community among customers
  • 11. How to create community
    • Do live presentation
    • Make your website compelling
    • Have a event
      • Product launches
      • Promotions
      • New service initiatives
  • 12. Case study: Gitomer
    • Business trainer ,professional speaker ,author
    • Customers include
      • Coco cola,BMW,Caterpillar etc.
    • Secret of successful sales business
      • Creating values
      • Understanding customers
    • Created a community within his customer base
  • 13. BOOKS
  • 14. Secret of success
      • Establishes and maintains continuous connection with the customers
      • Treats every customer as the most important person
      • Provides memorable service
      • Respects his employees
      • Encourages his employees to take risk
  • 15. Obvious but often overlooked
    • Obvious mistakes made by companies that keeps them from becoming indispensable
    • Obvious 1: “You had me at hello”
      • how a customer is met in the initial contact
  • 16. Obvious but often overlooked – contd..
    • Obvious 2: Saying it doesn’t make it so
    • - Act rather than just saying it
    • Obvious 3: Tell the truth
    • - Lying is counterproductive
    • - The customer can handle bad news
    • - What is expected is the TRUST
  • 17. Right Place – Right Time
    • Not only giving what the customer wants, but also where he wants it
    • In the right place at the right time with the right delivery of the right product
    • It depends upon the customer’s preference
  • 18. Right Place – Right Time contd..
    • Accessibility is a critical factor
    • Do what nobody does that in this business
    • Think “Well, Why not?” over new ideas
    • Don’t copy. Create
  • 19. Big Picture Outcome
  • 20. Big Picture Outcome
    • The overall experience your customer wants. It goes beyond product or service and opens up possibilities for new ways to do business.
    • Creating a big picture outcome
      • Beyond job performance
      • Simple & Extra-ordinary
      • Creating a mini-friendship
  • 21. Big Picture Outcome
    • “ What to do?” focused in organizations
    • The focus should be on “ Why we do it? ”
      • Absolute key to achieve differentiation
      • Leads you to become indispensable to the customer
    • View from 50,000 feet
      • Not only for managers but for all employees
      • Always have One shared Vision
  • 22.
    • Have the lowest price
    • Compete with lowest price with your version of “more”
    • Wow-Nobody else has this
    • Become a way of life
    • Be the good guys
    • Have the great product
    • Know your customers
    • Change as they change
    Indispensable Lessons
  • 23. Repeatable Process
    • Continuous marking of impression (extraordinary interaction).
    • Make indispensable the rule, rather than exception.
  • 24. How?
    • What gets measured gets done.
    • Measure, talk, reward, recognize.
    • It would become Natural as breathing.
    • “ Consistency of performance is the great brand builder. Inconsistency of performance is the great brand killer.”
    • Decisions are made in advance
    • You Figure it out
  • 25. Stop Apologizing – Start doing your Job
    • Sign of second rated company
      • Lot of apologizing.
    • Put energy in training and building culture.
    • Skip customer compliant training and Try “Do your job right the first time”
    • Customer does not want nice. Customer wants the Truth.
  • 26. Set your Priorities right
    • Handle complaints in the most effective way possible.
    • Customer complaints – gold mine
    • Take long view towards prevention of each mistake rather than single isolated mistake.
  • 27. Indian Case: @ home
    • Highly customer-service focused.
    • Creating Pleasure Experience for customers
    • Good collection
    • Friendly staff
    • Built remarkable degree of customer loyalty.
  • 28. Conclusion
    • If you need lessons in how to become the company that your customers can't live without, I hope that this book proves to be a good teacher.