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Do not sell Business-Build Trust (Guest Speaker Session at Bahria University Karachi


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“Do not sell Business-Build Trust”

Published in: Marketing, Business

Do not sell Business-Build Trust (Guest Speaker Session at Bahria University Karachi

  1. 1. Do not sell Business Build Trust Syed Adeel Ahmed | Senior Manager Business Development sanofi-aventis Pakistan limited Plot 23, Sector 22, Korangi Industrial Area, Karachi-74900 Pakistan Tel: +92 21 350 60 221 - 35 (Ext. 2238) | Fax: +92 21 350 63 170
  2. 2. What is Trust in general?
  3. 3. What is Trust in general?
  4. 4. Marketing. Why should I buy from you? The Art and Science of Creating Excuses to Buy
  5. 5. Marketing vs. Sales Marketing Sales Target Customers Sell to Target Customers Create Message Deliver Message
  6. 6. Real life marketing objective “Get more people, to buy more things, more frequently, at higher prices.” “Retention and Loyalty are useless if No Conversion is happening.” Sergio Zyman
  7. 7. Loyalty Loyalty is Useless… Virtual Consumption vs. Real Consumption
  8. 8. Loyalty Loyalty is misleading… Heavy Consumption ≠ Loyalty or Loyalty ≠ Heavy Consumption
  9. 9. Loyalty 1. Loyalty = Relationship (something like Dating) 2. Loyalty ≠ Points 3. Loyalty ≠ Redemption Loyalty = Get more people, to buy more, more frequently, at higher prices
  10. 10. Marketing is War! • Two countries fighting for the same land. • Zero sum game. It‟s either theirs or ours. • The sub-goal is to get customers to: – switch from the competitor to us, OR – to get non-customers to try our products.
  11. 11. Positioning “Hope is “Really” not a strategy”. ~ John Maxwell
  12. 12. Positioning • For who? – Segmentation, Targeting • Your Offer? • Key Differentiator?
  13. 13. Typical Targeting 1. Demographic/Industry segmentation 2. Income/Size segmentation
  14. 14. Demographic segmentation 1. 2. 3. 4. 5. 6. 7. Industries and relevance Function types & topics Age group of individuals Growth status of company Specific needs etc Community specific Gender
  15. 15. Income groups High budgets, look for cutting edge, quality conscious, more demanding needy Not focused for highend, cannot settle to low-end, needy Low priority, don’t believe, if it comes free
  16. 16. Target: Customer Type 1. 2. 3. 4. Don‟t know you Know you, buy from you Know you, don‟t buy from you Know you, hate you You need to have a different strategy for each of these types
  17. 17. Key messages Who am I? What do I offer? Support? End benefit(s) Tagline: In other words: “Why should I buy from you?”
  18. 18. Summary Target Message Delivery Tool
  19. 19. Why B2B Markets are different from those of B2C?
  20. 20. What are B2B Markets? • Compared to B2C markets; – number of transactions is smaller – the money involved per transaction is higher – person-to-person contacts are much more important – companies communicate with customers in ways that are quite different from those of B2C companies
  21. 21. B2B Success Factors • For a B2B company, it is important to be seen; – interested in the customer – trustworthy – technically and economically competent selling in the B2B market is at least as exciting, as the stakes are much higher
  22. 22. B2B Advertising PR public relations direct mail stories ('cases'): 'good and reliable' selected customers person-to-person selected customers trade journals performance data trade fairs Internet increasingly, larger scale than B2C advertising in B2B markets is strongly targeted
  23. 23. Why are you here? you might have a high likelihood to be proven to be good at what you do  … but being „good‟ is NOT enough, is it?
  24. 24. Ground realities  when you have developed a product, you will want it bought by customers  this will not happen by itself: you will have to market and sell the product  businesses are like games our endgame solution lies in synergising our channels, thereby upping the priority to ensure brand sanitation
  25. 25. Ground realities  how much difference can you make to yourself, others, company?  how much difference did you make last year?  forget about last year, its past, even if you did very good or very bad  this is a new year - we have to start with a new beginning this may sound obvious (but you still have to do it)
  26. 26. Where can you start from?
  27. 27. Begin with your dreams, your goals
  28. 28. Begin with your dreams, your goals 1. 2. 3. 4. 5. 6. What do you really want? Aim for more. It is better to aim 100 and get 50, than to aim 10 and get 10. No one will give to you your dream. You have to get it yourself! It‟s never too late to start. What price are you willing to pay to get your dream? Don‟t let anyone look down on you.
  29. 29. Begin with your attitude
  30. 30. Begin with your attitude • It is difficult to list down good attitudes. It is easier to list down bad attitudes – – – Complaining Openly criticizing Refuse to listen to advice – Think you are the best – Refuse to improve yourself – Always think you are right, everyone else is wrong – Thinking that everyone owe you something
  31. 31. Begin with your attitude 1. 2. 3. 4. Be careful of the „us‟ vs. „them‟ thinking Serve before expecting to be served Have high standards for yourself Never complain about how hard you work
  32. 32. Begin with your habits
  33. 33. Begin with your habits 1. 2. 3. 4. 5. Steps to Success… – Your success depends on what you do. – What you do depends on who you are. – Who you are depends on Habits… What we do, say and think is 90% controlled by habits. Control your habits, and you can control your Success. Failure is also because of habits. Develop the right Habits – SALES HABITS
  34. 34. Begin with relationship
  35. 35. Managing your relationship Basics of Relationships  Good performance & skill won't get you very far.  You need others to succeed
  36. 36. Managing your relationship  Five Rules for Successful Relationships:  Be yourself  Be of value  Be consistent  Be truthful  Do what you say
  37. 37. Managing your relationship  You cannot get people to listen to you if they don't like you.  And if they don’t listen to you, you won’t accomplish anything! Relationships = Expectations.  You must know the expectations and manage those expectations…
  38. 38. People Skills 1. People are interested in themselves, not in you 2. What is the most interesting subject in the world to them? “THEMSELVES” 3. Take four words out of your vocabulary: “I, me, my, mine” and substitute for the most powerful word: “YOU” 4. Remember that the more important you make people feel, the more they will respond to you. 5. Avoid arguing.
  39. 39. Personality & Communication • Smile • Firm Handshake • Compliment • Ask questions • Listen with interest and praise • Make the person feel Important • use their Name
  40. 40. Begin with your potential
  41. 41. Reaching your maximum potential • • • • Grow up Understand Yourself Invest in Yourself Eliminate “Cannot be Done” “You are being observed all the time”
  42. 42. Reaching your maximum potential • • • • • “Everything depends on Relationships” Choose your close Friends Serve Control and use your Emotions Discipline
  43. 43. Door-in-the-face (DITF) • Make a LARGE request, then when it is refused, make a smaller (real) request First Step get No! (large request) • Why DITF works? – Reciprocity – Contrast Second Step get Yes! (real request)
  44. 44. Foot-in-the-door (FITD) • First make a SMALL request, then when granted, make a larger (real) request First Step get Yes! (small request) Second Step get Yes! (real request) • Example: Blood Donation • Why FITD works? – Commitment/Consistency, Self perception, Contrast
  45. 45. Remember; fundamentals don‟t change
  46. 46. Final Thoughts
  47. 47. Who are you really working for
  48. 48. “What scares me more than death? It is that I lived, and died, and I did not do anything significant with my life.”
  49. 49. Thanks a lot Syed Adeel Ahmed | Senior Manager Business Development sanofi-aventis Pakistan limited Plot 23, Sector 22, Korangi Industrial Area, Karachi-74900 Pakistan Tel: +92 21 350 60 221 - 35 (Ext. 2238) | Fax: +92 21 350 63 170