" All Employees Are Marketers" an attitude that drives companies to excellence


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" All Employees Are Marketers" an attitude that drives companies to excellence

  1. 1. Workshop By Maxwell Ranasinghe “ “All employees are marketers” A workshop conducted by Maxwell Ranasinghe on 21st December 2013 to a leading company in Sri Lanka ( specific company details, related matters and case studies are deleted but anybody could use this for any training purpose of members of its own staff)
  2. 2.  Like many business owners and leaders, you may see marketing as the sole responsibility of your Marketing Department.
  3. 3.  Among many other things, your marketing department is charged with the task of Understanding customers, competitors, proposing what to be manufactured, how products be branded, sold,priced, advertised, and distributed,
  4. 4. But you will realize very well today that marketing is not just the responsibility of your Marketing Department.  You will believe that sales and marketing are the responsibility of EVERY single employee from top to bottom of your organisation 
  5. 5. Your company makes a promise to your customers.  Everybody in the company is a part of the team delivers that promise   It could be you Security Guard, Receptionist, Tea maker, Cashier, Mechanic, Engineer, Computer Operator, Accountant, Manager, Director, Clerk, Office Assistant, Delivery Assistant, Driver or even the cleaner are all part of that story and are all responsible.
  6. 6.  It's about everybody in your company being united in delivering the promise that made through your marketing message which brought your new customer to you in the first place, and giving them more and more reasons to repeat buy from you and recommend you.
  7. 7. It is easy to persuade a customer to come to you because of your big marketing promise and the high expectation your creative marketing team has put out into the market place. But likewise it is all too easy for that promise to be broken for your customers disappointment.  Unless everybody in your company sees themselves as members of a team game you cannot deliver that. 
  8. 8. Football Team It isn't just the forwards who are charged with the responsibility for scoring goals, but ALL eleven team members.  The primary purpose of a football match is to score more goals than your competitor, and this is the responsibility of ALL players.  Every player, regardless of their named position, has their own specific function they must take care of (goalkeeper, defender, midfielder) but ultimately the contribution they each make is to score more goals than the opposition and win the game. 
  9. 9. It is almost unheard of for a forward to score a goal without some assistance from one of the other ten players on his team.  In football, ALL players have responsibility for scoring goals, in the same way that in business, all employees are responsible for marketing and sales. 
  10. 10. Everybody in your company has a role to play in getting customers giving them a great experience, making them repeat customers and make them advocates of your business  The success of all the great companies in the world did not come about by accident.  They were all successful by design.  Success comes from the vision, commitment to excellence, passion and drive of the leadership and senior management of the company, so that their passion, belief, drive and unquenching thirst for customer excellence is funneled down to every employee in the company. 
  11. 11. Greatest potential for growth of a company is growth of its people  The largest single cost of most of the companies is payments it make to people  Most of the participants in my programs say they can contribute more  In my follow up seminars they have confirmed that they done more than 
  12. 12.      Your most valuable asset is your brand nothing else. It took time, commitment, and a lot of hard work of your predecessors and you. Instant identification in the mind of the customer, Reputation for competence and quality, Promises of the brand are genuine and not just slogans
  13. 13. At the same time you feel that you would have done much better.  Importantly you are here to see success 
  14. 14. Why we need to be more marketing oriented ? Because the competitive environment has changed !
  15. 15. The simple way to deal with it is to become marketing oriented The markets have been opened  Technology has changed  Consumers have changed  Political atmosphere is different  Government policies are more open  Society has changed  Economy is difficult  Competitors are doing many things 
  16. 16. Yes there is challenge always     Will you do the same thing that you have been doing in the past ? Or will you change with the changes taken place ? Don‟t you have expectations to do well ? Have more money? More status? More power? More satisfaction? More sharing? Be more successful?
  17. 17. Now close your eyes and visualise what kind of facilities, salary and other benefits that you would like to get through your company
  18. 18. Is it difficult
  19. 19. It will not be difficult at all if you tuned your inner inclination into real behavior needed to achieve goals ?  Commitment to achieve corporate goals will also help to protect your to earn more, obtain more facilities, get promoted and secure your job.
  20. 20. How do you do that Very simple Change !
  21. 21. How do I change and go on the new path I will adapt to change  I will have owners perspective ( I will see things as if I am the management of this company)  I will become more trustworthy and loyal  I will become positive ( can-do attitude)  I will not only do my job well but also will help others do their jobs well. 
  22. 22. I will learn continuously and develop.  I will display drive and determination to serve customers. ( external& internal)  I will be innovative.  I will practice Time Management.  I will have a balance life. 
  23. 23. I will adapt to change      I will have mental flexibility and willingness to change I know change is important for my own benefit I will be able to handle new jobs that I will be assigned I will graciously move to a new position when needed. I will get out of my comfort zone to take up challenges
  24. 24. I will have owners perspective I will share the vision of my owners  I will focus on the development of the whole organisation  I will not say that‟s not my job  I care about the profitability of the company  I will not waste resources  I will see that budgets are met 
  25. 25. I will learn and develop       I will develop basics skills needed to do my job well I will learn about people I will learn from my seniors and juniors I will learn from observing I will learn computers I will read books
  26. 26. I will become more trustworthy and loyal I will always be honest in my dealings  No one can influence me to do against the policies/ ethics of my work place  I will develop my integrity  I will sort out all my problems in a constructive manner within the company  I will never talk anything against my company with outsiders  I will be loyal to my 
  27. 27. I will become positive ( can-do attitude)  I will have positive but realistic attitudes  I will say lets do it and see rather than saying “No”  I always think that there should be an
  28. 28. I will not just follow the old procedures when I see it is not effective I Don‟t worry about taking risk, giving suggestions, m aking comments
  29. 29. Why terminate people According to the survey of Robert Half International – USA   30% 19% 10% 10% 12 % 11%  08%     - incompetence -Inability to get along with others -Dishonesty & Lying -Negative attitude -Lack of motivation -Failure or refusal to follow instructions -All other reasons
  30. 30. Why customers quit Dr. Anthony J. Alessandra- Author of Non Manipulative Selling  68%  14% 9% 5% 3% 1%     -Indifference and apparent lack of interest on the part of front line employees - Unadjusted complaints -Lower prices elsewhere -Buy from friends/relatives -Moved to another area -Died 30
  31. 31. I will not only do my job well but also will help others do their jobs well       I am a team player I will do my job well I will help others to do their jobs well I will motivate others I will always be enthusiastic I will assume that I am an important member of the team
  32. 32. Developing Staff through Developing TEAMS
  33. 33. Groups and Teams Assume power of a person is 3 and you have 5 persons Group = 3+3+3+3+3 = 15 Team = 3x3x3x3x3= 243 If a you can improve 33.3% of your contribution, one person will have a power of 4 and the team will have a power of 4x4x4x4x4= 1024 (That is more than 4 times)
  34. 34. I will display drive and determination to serve customers. ( external& internal)      Who are external customers Who are internal customers How to handle complaints Kayanu Haya theory Listening skills
  35. 35. Who are external customers ?        Customer is the most important person in our business Customer does not depend on us but we depend on customer. Customer pays our salaries Customer is not an obstruction to our work. Our duty is to work for the customer Customer favors us by buying goods from us and we do not favor him by helping him to buy goods or services from us Customer is a part of our business and we cannot survive without customer Customers are people and they have feelings and emotions. We need to respect them.
  36. 36. Who are Internal Customers ? Everyone of you is a customer of your colleagues  All of us depend on each other to perform our duties  Treat your own staff members in the manner that you treat external customers  Then you will be a cooperative and happy staff 
  37. 37. Now make an effort to categorise your customers that you meet daily Mr. Samanya  Mr. Sakaratne Mr.Somipala  Mrs. Atheerana  Mr. Wiswasable  Mr. Thadhaya Hadhissi  Mr.Siyaludhedath Deshapalaka Mrs. Kewal  Miss. Kenthi Mr. Mudalali Mrs. Mr. 40
  38. 38. What is excellent customer service? Meeting the expectation of customers will make them satisfied  Is it enough in a very competitive business environment ?  No  Then what ?  41
  39. 39. You got to make the customer delighted.  Exceeding the customers expectations  It is not once or twice but the challenge is to make it always.  We need to give customers a great positive experience  That will lead to develop a loyal customer base.  42
  40. 40. What should be there in customer service to make it excellent ?  Promptness  Politeness  Professionalism  Performance  Personalization  ( This is called the 5 Ps in Customer Care) 43
  41. 41. Highly Satisfied 5 times likely to stay with you than satisfied Tell others about your service Dissatisfied 5% of them will complain others just leave you They may tell 10 others about the bad experience
  42. 42. A simple technique to handle complaint Maxwells kayanu Haya  Kanndenna 40%  Kampawanna 10&  Kamawa ayadinna 20% Kalayuthudeh  Kadinamin  Karanna  10% 10% 10% 45
  43. 43. Calculate the life time value of a customer ( LTV) Simple example Monthly purchase of Rs. 20,000 profit at 20% Yearly 20 years Tell six others 
  44. 44. I will be innovative. Innovation is the name of the game to prosper  I have the capacity, use it and realize it  I will make small innovations in my position and develop  Think out of box 
  45. 45. Group and individual work Discuss some simple suggestions that you have made for improvement in aspect of your work  Discuss any innovations done by others to find answers to problems in your company or in the society 
  46. 46. Listening Skills The mistake often done by customer care people is to assume that their job is to talk more rather than listening  If you keep on talking you will not really get to know what customer really wants  Get customer involved in talking and listen to him  Real listening is not hearing from ears but also from your mind        Show the customer that you are interested in listening to him Do not attend to any other job while listening Watch for non verbal language too Recognise feelings and emotions too Show interest and ask questions to clarify Restate to confirm vital points. 49
  47. 47. Your prayer in listening Always pray from your mind “I am going to listen  more than I am going to talk” It is very difficult not to talk and stay calm when a customer displays favorable or unfavorable signs. But you got to listen to his full story before you start your talk. Once you get a chance clarify briefly everything but be brief and do not venture into giving a lecture. 50
  48. 48. Telephone Skills      Telephone is a very vital tool in customer care. It is one to one direct contact Your tone and the way you talk should show the customer your smile, interest and facial expressions Attend to the call before three rings lapse Be cheerful and introduce yourself or the company you represent 51
  49. 49. Telephone Skills  Be specific and clear what ever language you use If the person wanted by the caller is not available, see whether you could help. If not take notes and refer. Judge the urgency and importance  Always have a pen and paper handy near the telephone  If you promise to call back with some information at a given time please call even if you have not found what you promised  If you have a hands free system, do not indicate that you are handling some other thing while you are talking. 52 
  50. 50. Telephone Skills  Do not put on hold/music/radio without permission from the caller If put on hold if the extension is busy say it intermittently and asked the requirement if you can help in some other way.  If you cannot give an answer over the phone please ask the caller to call over with relevant information.  Never say anything against or annoying to the caller with another person by covering the mouth piece.  53
  51. 51. Telephone Skills Do not jump into conclusions Before you hear the whole story  When you terminate the call do it with respect. Mechanical “bye” “thank you” is not enough.  Your tone is very important.  54
  52. 52. When you are placing a call  Plan your call – Jot down main points, get the correct number  Dial the number correctly. Introduce your self and tell what you are looking for ( Do not just ask for a person if another one could also give the answer) If you really want to speak to a specific person, give his full name, division, designation etc. Be cheerful and say what you want briefly    55
  53. 53. Placing a telephone call  If the correct person is not available ask for any other person who could help you. If not leave a brief note and kindly ask to write it and place on the desk of the person. Give your contact number. If urgent say so  Terminate the call courteously  Restrict your calls to a maximum of 3 minutes if possible. 56
  54. 54. Mobile Phone Etiqutte Keep the phone „on” . Answer all calls/messages that you have missed  Make a habit to charge the phone regularly  Off or put on to silent mode ( not even vibrate mode) before you enter a temple, church, kovil or important persons room  Never try to send SMS while driving  Never read SMS when walking  Use hands free kit while driving  57
  55. 55. Talk softly on the phone  Do not have funny ring tones  When you are with a discussion/seminar never play with the phone  Use your smart phone to learn ( English, News, Motivational stuff, record important talks etc)  Use your phone‟s Calendar to organize your self 
  56. 56. I will practice Time Management.        Plan and have a vision Have a professional, Personal, Family and social goals Have short and long term targets Filter down it to months, weeks and days target Write a schedule, prioritize work Have a night audit of what you have done today Revise
  57. 57. I will have a balance life.      Family is very important Do not over work and forget your family Good employees do not take work home Enjoy your life Find good ways and means to entertainment