Education as marketing
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Education as marketing

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Lack of knowledge in sales people is a frequent cause of ineffectiveness. Knowledge is critical in marketing and sales activities and must arrive to all the agents in the sales chain.

Lack of knowledge in sales people is a frequent cause of ineffectiveness. Knowledge is critical in marketing and sales activities and must arrive to all the agents in the sales chain.
Communication is not enough to transfer skills and abilities but education is not advertising
Education is student-centered, information is content-centered, but a structured process of knowledge transfer that combines different strategies to achieve measurable behavioural changes (and business objectives)
Technology is the enabler to do it cheaper, better, faster and broader-reach.
Xeristar is educating general physicians to increase treatment compliance in depression
AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
CMC Markets educate its customer in a better use of operating software.

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    Education as marketing Education as marketing Presentation Transcript

    • Education as Marketing
      Knowledge driven strategies to achieve business goals
    • The issues
    • Lack of knowledge in sales people is a frequent cause of ineffectiveness
      3
      *Source: surveybyMcKinseybetween US and EuropeCompanies, 2009
      Education as Marketing
    • Knowledge is critical in marketing and sales activities
      “Sales people are not able to refute customers objections”
      “My dealers don’t recommend my products to the customers, because they don’t know the difference with competitors’”
      “I need the opinion leaders have a clear idea of my solution”
      “Competitors are winning market share because they claim to be cheaper than us, although we really have a total cost of ownership cost much lower”
      “My customers don’t know how to use my product, and my company gets a lot of complaints”
      4
      Education as Marketing
    • Knowledge must arrive to all the agents in the sales chain
      5
      Education as Marketing
    • Communication is not enough to transfer skills and abilities
      6
      Education
      Communications
      Education as Marketing
    • Education is not advertising
      Education approach is more a mid-long term activity, it must not be thought as a tactical “campaign”
      Training must be much more “neutral” and credible, focused on giving skills
      It must be a “service” to the customer, feedback is essential
      Measuring should be more detailed, and improving continuous
      7
      Education as Marketing
    • Our approach
    • Education is student-centered, information is content-centered
      e-learning | Presentation
      9
      Education
      Information
    • …but a structured process of knowledge transfer that combines different strategies…
      Education as Marketing
      Strategy
      Methods
      Technology
      face-to-face*
      LMS
      LMS
      10
    • …to achieve measurable behavioural changes (and business objectives)
      Education as Marketing
      11
      Customer satisfaction
      Knowledge transfer
      Behaviour changes
      Business results
      Customer satisfaction is the first step to get business results
      Behavioral changes in the customers are difficult, but not imposible to measure
      Education effectiveness measurement is key
      Finally, you should try to relate behavioral changes with business results
    • Technology is the enabler to do it cheaper, better, faster and broader-reach
      Is more measurable, so you can do it more effecttive
      Can be cheaper for you and for your customers, you provide greater value
      Costssavings
      Effectiveness
      Business
      results
      Customerreach
      Time tomarket
      Allows to reach targets in less time
      You can reach all the targets
      12
      Education as Marketing
    • Education approach can be much faster and effective…
      13
      Education as Marketing
    • Education as Marketing
      û
      û
      û
      û
      Usage
      Efectivenness
      Target
      Interactions
      Other
      Security
      sales people
      û
      û
      resellers
      û
      û
      Thisisonlyanexample
      opinion leaders
      û
      prescriptors
      û
      û
      purchasers
      û
      û
      users
      û
      û
      …more customized…
      14
    • …more responsive and long-term sustainable
      Education as Marketing
      Specificneeds
      Specificeducation
      15
    • Experiences
    • Xeristar is educating general physicians to increase treatment compliance in depression
      17
      Education as Marketing
    • AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
      18
      Education as Marketing
    • CMC Markets educate its customer in a better use of operating software
      19
      Education as Marketing
    • Contact