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Winning Customers

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  • END-USER LICENSE AGREEMENT AND LIMITED WARRANTY Grant of License and Ownership This Ten3 Smart e-Course (“Smart Course”) is licensed, not sold, to you by Vadim Kotelnikov, the author (“Licensor”), and in consideration of your payment of the license fee, which is a part of the price you paid, and your agreement to these terms. This license allows you to use and display your copy of the Smart Course on a single computer (i.e. with a single CPU) at a single location for learning and presentational use only, so long as you comply with the terms of this Agreement. You may make one copy for back up, or transfer your copy to another CPU, provided that the Smart Course is usable on only one computer. You may disassemble, rearrange or translate the Smart Course without changing its individual slides and removing the reference to the source. You may also print out the Smart Course as slides or handouts for your personal use. Restrictions You may not transfer or distribute the Smart Course to anyone else. Except for backup, you may not copy the Smart Course. You may not network the Smart Course or otherwise use it on more than one computer or computer terminal at the same time. You may be held legally responsible for any copying or copyright infringement which is caused by your failure to abide by the terms of these restrictions. Termination This license is effective until terminated. This license will terminate without notice from the Licensor if you fail to comply with any provisions or limitations of this license. Upon termination, you shall destroy all copies of the Smart Course software. Should you have any questions concerning this agreement or if you wish to contact the Licensor for any reason, please send e-mail to: headoffice@1000ventures.com
  • Transcript

    • 1. Winning Customers Synergistic Value Creation, Marketing and Selling Ten3 Mini-course 100 PowerPoint slides + 100 half-page Executive Summaries By Vadim Kotelnikov Founder, Ten3 Business e-Coach www.1000ventures.com www.1000advices.com Version: 2007 Marketing Growing Together Retaining Customers Selling Customer Care Ten3 Business e-Coach The world’s leading source of inspiration, innovation, and unlimited growth! We help you change the World! Ten3 SMART Learning: S ynergistic, M otivational, A chievement-oriented, R apid, T echnology- powere d Free demo version
    • 2. Winning Customers Synergistic Value Creation, Marketing and Selling © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles
    • 3. MARKETING GROWING TOGETHER RETAINING SELLING © Vadim Kotelnikov Synergistic Marketing and Selling Creating, Winning, and Retaining Customers
      • Customer Intimacy
      • Service-Profit Chain
      • Value Innovation
      • Listening
      • Observing
      • Creating Value
      • Branding
      • Differentiating
      • Communicating
      • Influencing
      Customer Care More information at 1000ventures.com: “ Synergistic Marketing ”
      • Customer Service
      • Customer Relationships
      • Customer Satisfaction
      • Customer Value Proposition
      • Positioning & Advertising
      • 22 Laws of Marketing
      • Relationship Selling
      • Persuading People
      • Closing the Deal
    • 4. Competitive Strategies Survival vs. Market Leadership Strategies More information at 1000ventures.com: “ Competitive Strategies ” © Vadim Kotelnikov Creating new adaptable business models Perfecting traditional business model Business Innovation Enterprise-wide BPM Functional improvements Process Innovation Radical Incremental Technology Innovation Systemic Linear Innovation Building distinctive capabilities Building resources Strategic Growth Focus Building Your Sustainable Competitive Advantage New product categories. New brands. Speed. New attributes. Line extensions. Product Innovation Customer intimacy Customer service Customer Satisfaction Differentiation and positioning Mass marketing Marketing Strategy Creating higher customer value Low cost/benefit ratio Customer Value Winning and Retaining Customers LEADERSHIP STRATEGY Targeting market leadership SURVIVAL STRATEGY Staying alive Area of Competition
    • 5. Creating Sustainable Profit Growth Nine Questions To Answer © Vadim Kotelnikov More information at 1000ventures.com: “ Creating Sustainable Profit Growth ”
      • How fast can you meet customer needs?
      • How can you meet them before anyone else ?
      • How can you be constantly first to market?
      Moving Ahead of Competition
      • How can you meet customer needs?
      • How can you exceed customer expectations?
      • How can you retain customers?
      Customer Satisfaction
      • How can you identify current needs?
      • How can you anticipate future needs?
      • How can you create customer needs?
      Customer Needs
    • 6. © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling
    • 7. Yin Passive, Receptive Outside-In The Tao of Customer Value Creation Harmonizing Outside-In and Inside-Out Strategies Yang Active, Creative More Value Added Inside-Out Inspired by "Agenda", Michael Hammer, 2001 More information at 1000ventures.com: “ Customer Value Creation ”
      • Giving your customer more than you ever have before and more than they expect from you.
      • Eliminating obsolete value offerings and introducing new ones to meet growing customer needs, or to create these needs.
      • L ooking at your business from the customers' point of view to understand customer perceptions.
      • Making it easy for your customers to do business with you.
      Easy-To-Do-Business With
    • 8. Amazon.com Unique Customer Value and Competitive Advantage 1000ventures.com No single aspect of Amazon.com's business model is sufficient to create a sustainable competitive advantage. It is the synergistic combination of all of these information services and logistical processes that creates value for customers and comprise Amazon.com's competitive advantage. Success Story
      • Shopping convenience
      • Ease of purchase
      • Speed
      • Decision-enabling information
      • A wide selection
      • Discounted pricing
      • Reliability of order fulfillment
      New business model developed by Amazon.com creates value for customers by offering a synergistic combination of the following benefits:
    • 9. © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling
    • 10. The Top 10 Laws of Marketing Market Laws and Your Powerful Strategies Adapted from "The 22 Immutable Laws of Marketing,” A. Ries, J. Trout & P. Temporal More information at 1000ventures.com: “ 22 Laws of Marketing ” Marketing strategies without emotion will not work. Emotion 10 Over time, a category will divide and become two or more categories. Division 9 Owning a superior position in the customer's mind is vital; marketing is a continuous search for exclusivity. Exclusivity 8 There's an irresistible pressure to extend the equity of the brand. Extension 7 The most powerful concept in marketing is owning a word in the prospect's mind. Focus 6 Marketing is not a battle of products, it's a battle of perceptions; it's better to be first in the mind than to be first in the marketplace. Perception 5 In the long run, every market becomes a two-horse race. Duality 4 The strategy to use depends on which rung you occupy on the ladder. Ladder 3 If you can't be first in a category, change the nature of the category or set up a new category you can be first in. Category 2 It's better to be the first than it is to be better. Leadership 1
    • 11. Effective Competing Developing Your Differentiation Strategies WEAK Differentiation Ideas
      • Quality
      • Customer Orientation
      • Creativity
      • Price
      • Breadth of Line
      STRONG Differentiation Ideas
      • Attribute Ownership
      • Market Specialty
      • Customer Intimacy
      • How Your Product is Made
      • Being the Latest
      Adapted from “Differentiate of Die”, Jack Trout More information at 1000ventures.com: “ Differentiation Strategies ”
      • Being First
      • Leadership
      • Heritage
      • Preference
      • Hotness
      Differentiating Statement of Ten3 Business e-Coach “ We invented ” = Being First; “ We inspire ” = Market Specialty; Attribute Ownership “ Customers in 100+ countries ” = Leadership (in the targeted market niche) Case in Point We don’t just teach – we inspire! We invented Business e-Coaching in 2001. Today, we have customers in 100+ countries.
    • 12. © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling
    • 13. Synergistic Selling Selling Yourself × Selling Company × Selling Product Sell Yourself Sell Your Product Sell Your Company
      • Selling the Three Benefits
      • You are unique. No matter what you sell, you make a difference. The prospect must like you and trust you.
      • The reputation of your company is a strong selling feature to help close sales.
      • Your product would deliver unique value to the prospect. It would solve a problem or provide unexpected benefits.
      The Three Parts of the Synergistic Selling More information at 1000ventures.com: “ Motivating Yourself ”
    • 14. © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling
    • 15. Customer Retention Benefits and Strategies 1000ventures.com
      • Acquiring new customers can cost five times more than satisfying and retaining current customers
      • A 2% increase in customer retention has the same effect on profits as cutting costs by 10%
      • The average company loses 10% of its customers each year
      • A 5% reduction in customer defection rate can increase profits by 25-125%, depending on the industry
      • The customer profitability rate tends to increase over the life of a retained customer
      Benefits of Customer Retention Source: “Extreme Management", Mark Stevens
      • Customers will come back if:
      • Your keep your promises
      • You are willing to help
      • You inspire confidence
      • Your treat customers as individuals
      • You make it easy for customers to do business with you
      • All the physical aspects of your product or service give a favorable impression
      The Things that Customers Want Source: "Customer Retention in a Week", Jane Smith
    • 16. © 2007 Vadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, www.1000ventures.com 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling
    • 17. Customer Intimacy as a Competitive Advantage The Three Routes: Tailoring, Coaching, and Partnering Outside-In Company TAILORING Delivering fitting solutions Adapted from “Customer Intimacy”, Fred Wiersema Inside-Out Company
      • Right Product at the Right Time
      • Crafting Custom-made Solutions
      • Solving the Customer’s Problem
      PARTNERING Co-innovating
      • Collaborating on Design
      • Synchronizing Your Options
      • Business Integration
      COACHING Guiding toward better results
      • Bringing Out Full Benefits
      • Shaping Up the Usage Process
      • Breaking New Ground
      More information at 1000ventures.com: “ Customer Intimacy ”
    • 18. Winning Customers Synergistic Value Creation, Marketing and Selling BUY NOW Instead of Introduction For the vast majority of companies, having well-defined visions and mission statements changes nothing. The exercise of crafting them is a complete waste of time and talent if visions and mission statements are used for nothing but being published in the annual report and displayed in a reception area. To be able to energize employees to work towards corporate goals, visions and missions should be more than a sign on the wall. Executives and managers should live them, be seen living them, and constantly communicate them to their employees. Vision Vision is a short, succinct, and inspiring statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms. Vision refers to the category of intentions that are broad, all-intrusive and forward-thinking.  It is the image that a business must have of its goals before it sets out to reach them. It describes aspirations for the future, without specifying the means that will be used to achieve those desired ends. Mission Statement A mission statement is an organization's vision translated into written form. It makes concrete the leader's view of the direction and purpose of the organization. For many corporate leaders it is a vital element in any attempt to motivate employees and to give them a sense of priorities Setting Goals The major outcome of strategic road-mapping and strategic planning, after gathering all necessary information, is the setting of goals for the organization based on its vision and mission statement. A goal is a long-range aim for a specific period. It must be specific and realistic. Long-range goals set through strategic planning are translated into activities that will ensure reaching the goal through operational planning. Strategic Intent A strategic intent is a company's vision of what it wants to achieve in the long term. It must convey a significant stretch for your company, a sense of direction, discovery, and opportunity that can be communicated as worthwhile to all employees. It should not focus so much on today's problems but rather on tomorrow's opportunities. Sample Ten3 slide with a half-page Executive Summary This is a demo version (10 slides only, no Executive Summaries) Buy this Ten3 Mini-course 100 PowerPoint Slides + 100 half-page Executive Summaries US$ 39 only Click here to see the list of all Ten3 e-Coaching Products Click here to see the complete list of slides 1000ventures.com