The document discusses moving from a sales orientation to a customer orientation. It explains that a customer orientation leads to better business outcomes like increased opportunities and retaining customers. A customer orientation model is presented which involves determining customer necessities to inform the marketing mix of product, price, distribution and communication. The document encourages the reader to consider their own ideas and become an entrepreneur by creating something new based on customer needs.

1. FROM SALES ORIENTATION
TO CUSTOMER ORIENTATION
BY MARIO BRASSESCO
GARCÍA

2. 1. The importance of the
customer orientation
2. What is a customer
orientation model
3. Let’s create something!
INDEX

3. SAM JOE
THEIR SALES STARTED TO PLUMMET!
1. The importance of the custome
orientation

4. SAM JOE
I’LL ASK MY
I HAVE TO SELL CLIENTS WHAT’S
THEM AGAIN! GOING ON
GLASSES ARE
I WANNA PLAY FOR
WOW, BUT MY LOWER CLASS
GLASSES
DISTURB ME!
1. The importance of the custome
orientation

5. SAM JOE
1. The importance of the custome
orientation

6. 1. The importance of the custome
orientation

7. If we have a sales orientation (SAM):
1. We will lose business opportunities
2. We won’t innovate in a properly way: we will
waste money
3. We will lose customers
If we have a customer orientation (JOE):
1. We will take advantatge of business
opportunities
2. We will innovate properly: we will save money
3. We win win/retain customers
1. The importance of the custome
orientation

8. MARKET
Determine and quantify people with the same necessities
SEGMENTATION
Choose an homogeneous group inside this market
MARKETING MIX
Price: HOW Distribution: Comunication:
Product: WHAT
MUCH WHERE HOW
2. What is a customer
orientation model

9. THE KEY OF THE PROCESS: TO UNDERSTAND OUR
TARGETS AND THEIR SATISFACTION
Target’s profile: Necessities: Marketing mix:
• 25-35 years old • Time optimisation • Product
• Long schedules at office • Disconnect • Price
• Hard work • Be confortable at • Comunication
• High-value worker office • Distribution
• A lot of travels • Full capability to work
2. What is a customer
orientation model

10. In 28 days, 1725 units sold and 180000$
financing.
NOT BAD! 38 Youtube videos and 614000 Google entries
2. What is a customer
orientation model

11. • Easy to wear/ use, holes, for hands and
Product breath.
• Durable, quality.
Price • Innovative, it’s the first one!
• Relatively young people online
Distribution • Empower Kickstarter al over the world.
• Emphasize the benefits of a nap
Comunication • Convenience: a nap where you want
2. What is a customer
orientation model

12. Target’s profile Necessities Marketing mix
3. Let’s create something!

13. 1. The customer orientation model
leads to better results.
2. The customer orientation model
starts with the search of
necessities to determine the
Marketing Mix.
3. Let’s see what you have!
CONCLUSIONS

14. WHY DON’T YOU THINK ABOUT BECOMING
AN ENTREPRENEUR?
YOU CAN BE AN ASTRONOMER AND
STUDY THE STARS,
OR BE AN ASTRONAUT AND EXPERIENCE
THEM.