Non-Clinical Customers Are People Too
•
0 likes•549 views
So you want to reach those valuable non-clinical buyers in healthcare and converse with these materials managers about more than just price. Digital marketing will allow you to reach them, build a rapport, nurture their interest in your offering and ultimately pass them off to a sales representative as a qualified lead.
Report
Share
Report
Share
Download to read offline
Recommended
Lecture 11-personal selling
This document discusses personal selling as a method of promotion. It defines personal selling as direct communication between a seller and buyer to facilitate an exchange. The stages of personal selling evolution are described from order-taking to determining customer needs. Factors that influence customer loyalty and the roles and responsibilities of salespeople are also outlined. The advantages and disadvantages of personal selling compared to other promotional methods like advertising are presented. Metrics for evaluating personal selling efforts, both quantitative and qualitative, are provided.
Business-to-business Marketing
B2B marketing involves activities aimed at generating sales between businesses. It focuses on a small number of local business prospects and customers. The buying process for larger businesses involves more individuals and criteria, and takes longer than consumer purchases. B2B products tend to be more complex than consumer products, and business buyers ask detailed analytical questions. Successful B2B marketing requires understanding the industry, segmenting existing clients, and targeting the specific interests and needs of decision makers within companies.
Building strong customer relationship
Building strong customer relationships requires focusing on post-sale follow up and customer retention, not just attracting new customers with a one-time sale. Businesses should establish long-term relationships by collecting feedback after the sale through calls, emails, and going beyond just fulfilling the initial order. Maintaining contact helps solve customer problems and keeps them satisfied, while retaining existing customers is more profitable than acquiring new ones. The key is treating customers like family.
A new sales approach - Creating Clients Value
The document discusses the purpose and shifting role of sales forces. It notes that as products and services become more substitutable, the purpose of sales forces is moving from communicating value to creating value. It suggests sales forces need to take a consultative or enterprise approach focused on deeply understanding customer needs and customizing solutions in order to create enough value to justify their costs. The document advocates eliminating barriers between functions to organize work around core processes and create extraordinary value for key customers.
Prospecting
Prospecting is the process of locating potential customers and is critical for effective selling. A good prospect has a need that the seller's product can fulfill, the ability to pay, authority to buy, and is approachable. Sources of prospects include satisfied customers, referrals, networking, directories, advertising, trade shows, and cold calls. Companies provide leads through various promotional activities. Effective prospecting requires qualifying leads, developing a lead management system, and overcoming reluctance to prospect.
M.E CSE Notes.pptx
The document provides an overview of research methodologies and intellectual property rights (IPR). It begins by defining research and outlining the objectives of research such as gaining familiarity with a phenomenon, accurately portraying characteristics of a situation, and determining relationships between variables. It then discusses the characteristics of good research, including being systematic, logical, empirical, and replicable. The document also covers problems in research, criteria for a good research problem, data collection techniques including primary and secondary data, data editing/coding, analysis, and types of financial ratios for analysis. It concludes with discussing effective approaches to literature reviews and analyzing types of plagiarism.
Marketing 101
This document provides guidance on marketing and sales strategies for organizations. It discusses the importance of understanding customer needs, developing a brand promise, conducting market research, positioning products effectively, collecting customer feedback, and relationship building. Standardization, database collection, and leveraging client endorsements are also highlighted as important for marketing success. Overall, the document emphasizes adopting a long-term, customer-centric approach to marketing and sales, rather than just focusing on short-term goals.
Ten slides in Ten Minutes - Thinking about Products and Solutions
The document summarizes key points about developing products and solutions that resonate with clients. It discusses defining the type of sales organization, focusing on business improvement rather than just products. It also covers becoming client-centric, articulating industry knowledge, using account management to determine mutually agreed solutions, having a product development process, establishing a business acquisition flow, deploying cost-efficient evolving solutions, avoiding forcing solutions, and pulling it all together with strategic market development and concurrent planning. The overall message is that an organization needs various processes to develop solutions that truly fit client needs and build long-term relationships.
Recommended
Lecture 11-personal selling
This document discusses personal selling as a method of promotion. It defines personal selling as direct communication between a seller and buyer to facilitate an exchange. The stages of personal selling evolution are described from order-taking to determining customer needs. Factors that influence customer loyalty and the roles and responsibilities of salespeople are also outlined. The advantages and disadvantages of personal selling compared to other promotional methods like advertising are presented. Metrics for evaluating personal selling efforts, both quantitative and qualitative, are provided.
Business-to-business Marketing
B2B marketing involves activities aimed at generating sales between businesses. It focuses on a small number of local business prospects and customers. The buying process for larger businesses involves more individuals and criteria, and takes longer than consumer purchases. B2B products tend to be more complex than consumer products, and business buyers ask detailed analytical questions. Successful B2B marketing requires understanding the industry, segmenting existing clients, and targeting the specific interests and needs of decision makers within companies.
Building strong customer relationship
Building strong customer relationships requires focusing on post-sale follow up and customer retention, not just attracting new customers with a one-time sale. Businesses should establish long-term relationships by collecting feedback after the sale through calls, emails, and going beyond just fulfilling the initial order. Maintaining contact helps solve customer problems and keeps them satisfied, while retaining existing customers is more profitable than acquiring new ones. The key is treating customers like family.
A new sales approach - Creating Clients Value
The document discusses the purpose and shifting role of sales forces. It notes that as products and services become more substitutable, the purpose of sales forces is moving from communicating value to creating value. It suggests sales forces need to take a consultative or enterprise approach focused on deeply understanding customer needs and customizing solutions in order to create enough value to justify their costs. The document advocates eliminating barriers between functions to organize work around core processes and create extraordinary value for key customers.
Prospecting
Prospecting is the process of locating potential customers and is critical for effective selling. A good prospect has a need that the seller's product can fulfill, the ability to pay, authority to buy, and is approachable. Sources of prospects include satisfied customers, referrals, networking, directories, advertising, trade shows, and cold calls. Companies provide leads through various promotional activities. Effective prospecting requires qualifying leads, developing a lead management system, and overcoming reluctance to prospect.
M.E CSE Notes.pptx
The document provides an overview of research methodologies and intellectual property rights (IPR). It begins by defining research and outlining the objectives of research such as gaining familiarity with a phenomenon, accurately portraying characteristics of a situation, and determining relationships between variables. It then discusses the characteristics of good research, including being systematic, logical, empirical, and replicable. The document also covers problems in research, criteria for a good research problem, data collection techniques including primary and secondary data, data editing/coding, analysis, and types of financial ratios for analysis. It concludes with discussing effective approaches to literature reviews and analyzing types of plagiarism.
Marketing 101
This document provides guidance on marketing and sales strategies for organizations. It discusses the importance of understanding customer needs, developing a brand promise, conducting market research, positioning products effectively, collecting customer feedback, and relationship building. Standardization, database collection, and leveraging client endorsements are also highlighted as important for marketing success. Overall, the document emphasizes adopting a long-term, customer-centric approach to marketing and sales, rather than just focusing on short-term goals.
Ten slides in Ten Minutes - Thinking about Products and Solutions
The document summarizes key points about developing products and solutions that resonate with clients. It discusses defining the type of sales organization, focusing on business improvement rather than just products. It also covers becoming client-centric, articulating industry knowledge, using account management to determine mutually agreed solutions, having a product development process, establishing a business acquisition flow, deploying cost-efficient evolving solutions, avoiding forcing solutions, and pulling it all together with strategic market development and concurrent planning. The overall message is that an organization needs various processes to develop solutions that truly fit client needs and build long-term relationships.
Value based selling
Value-based selling focuses on understanding the customer's needs and demonstrating how the product or service will benefit the customer. It is more effective than discussing features or price alone. A value-based salesperson must listen to understand the customer's business issues and goals, then show how the solution delivers value in terms of specific benefits like increased productivity or revenue. Customers make decisions based on both logic and emotion, so the salesperson should quantify value through metrics while also building trust and rapport. Maintaining long-term customer relationships is important for becoming a strategic partner.
Sales funnel
The document discusses sales funnels and the customer journey. It begins by defining a sales funnel as a step-by-step process used to analyze a customer's shopping journey and bring them closer to an offer through strategic sales and marketing tactics. It then discusses why sales funnels are important for acquiring customers profitably, consistent revenue, and improving business processes. The document outlines the typical stages in a sales funnel - awareness, interest, decision, action - and provides examples of tactics used at each stage. It concludes by discussing the seven steps in a typical sales process - prospecting, preparation, approach, presentation, handling objections, closing, and follow-up.
Sales Power Sample Slides
Sales Power covers the secrets of successful people. Provides - Speeches for Coaches - Professional seminar presentation and workbook materials. Helps your clients build a personal plan to succeed in their goals. www.speechesforcoaches.com, Jon Newsome (770) 614-4146.
Winning Complex Sales With an Intentional Strategy
As the buying journey has become more complex, dynamic, and iterative, sales professionals often find themselves in a daily state of crisis — reacting to customer changes and competitor moves.
This presentation explores why sales professionals must not only engage in customer-centric activities that add real value, but they must also navigate and anticipate the constant changes taking place for their buyers and help lead them through the buying process.
This presentation will cover the following:
1. Understanding how and why the buying process has changed and the imperative this change has created for sales professional's to think and act differently to compete today
2. Recognizing and influencing the critical factors buyers consider today in every buying decision
3. Utilizing Richardson's Momentum Methodology to assess position, create the right intentional and proactive strategy to differentiate, and execute with precision to drive the sale to close
A sales model for the age of disruption
This SlideShare presentation is an extract of the content I use to train sales people, sales leaders, and executives on a sales and buyer research model for today's dynamic sales environment.
The Psychology of Selling
The First thing all salesperson need to acknowledge is that: In order to sell better, we must understand “Buyer Motivations”
The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
This document outlines an ultimate marketing strategy focused on customer satisfaction and sustainable growth. It emphasizes the importance of customer-centered communication and a partnership approach to ensure customer needs are met. Key aspects of the strategy include understanding what customers value through active listening, providing guarantees to satisfy their needs and goals, and viewing customers as partners in achieving satisfaction. The goal is to create supreme customer service experiences that inspire loyalty and drive business growth through word-of-mouth recommendations.
Focusing on Growth Through Business Development
This document outlines the process for growing a business through partnerships. It discusses forming a V-team with roles like business development, sales, legal and finance. The business development process includes developing a product strategy, targeting customers, creating pitch decks, conducting pitch meetings under NDAs, piloting programs, and negotiating contracts. Different types of commercial partnerships are described like marketing expenditures, revenue sharing, and licensing agreements. Key roles in business development and partner management are defined. Finally, common contract types like term sheets, statements of work and service level agreements are overviewed.
Marketing basics p2
As a juniors' Moderator at Update CU " Student activity at Cairo uni. " , I was responsible for delivering Marketing and Entrepreneurship sessions to Juniors.
Don't hesitate to contact me at any time.
Hope you benefit!
Doctoral Dissertation Prospectus
Transformational Customer Relationships: Building Trust and Brand Loyalty by Aligning Client and Corporate Values
Tiebreaker selling
The document summarizes an article that suggests suppliers of non-strategic products focus on identifying a "tiebreaker" or unique benefit that helps customers solve important problems. This "justifier" approach can help suppliers stand out over competitors and gain additional revenue opportunities. The article outlines how suppliers can discover justifiers by understanding how customers use their products, finding opportunities to integrate with other offerings, and identifying customers' business priorities. Implementing justifiers requires investment but can create a crucial advantage for suppliers.
New Age Strategic Selling
The document discusses key account management (KAM) and strategic selling. It notes that KAM requires strategic selling skills and involves developing a deep understanding of key customers. The steps of strategic selling outlined are establishing understanding of the customer, developing a knowledge base, and creating a strategic plan. Key account management is described as a long-term process that requires commitment from management and salespeople trained in strategic selling.
Miller Heiman Group Be Ready 013017
Miller Heiman Group Be Ready 013017Sales Performance Consultants, Miller Heiman Group; Exigent Strategies, LLC; Vistage Trusted Advisor
Overview of our Be Ready platform; for further discussion call Medio Waldt, 610 659 3489, medio.waldt@millerheimangroup.comRethinking Sales Force Toastmasters Short Version
The document discusses rethinking the sales force and focusing on value creation rather than just product promotion. It outlines three types of customers - transactional, consultative, and strategic - that require different types of sales approaches. Transactional customers want lower costs, consultative need help understanding products, and strategic seek partnerships. To shift to value creation, companies should develop a value vision, restructure sales around customer types, improve value-enabling capabilities, and align metrics and compensation with value strategies. Differentiating customers and maximizing efforts for consultative sales is also recommended.
Presentation on planning and organising personal selling in rural market
Presentation on planning and organising personal selling in rural marketSHARMENDRA YADAV & VIJAY KUMAR
The document discusses planning and organizing personal selling in rural markets. It defines key terms like planning, organizing, and personal selling. Personal selling involves a seller learning a buyer's wants and satisfying them through a sale. The objectives of personal selling are to find prospects, convert them to customers, and keep them satisfied. Personal selling tasks include order-getting, order-taking, and sales support. In rural markets, personal selling develops long-term client relationships through personalized interactions compared to other marketing tools. It tends to use fewer resources and involve negotiated pricing for complex products requiring after-sale support.The basics of relationship marketing
Relationship marketing is a form of marketing that emphasizes customer retention and satisfaction over sales transactions. It recognizes the long-term value of customer relationships by using communication beyond just advertising to build more collaborative relationships. As technology has advanced, relationship marketing has evolved, using tools to gain insights beyond basic customer data to better manage customer relationships. Many types of companies can benefit from relationship marketing, including small businesses that rely on regular customers, large companies that invest heavily in relationship marketing campaigns, and industry leaders that must keep existing customers to maintain their position.
Scaled16 go-international-with-inbound-marketing
This document discusses inbound marketing strategies for going international, including:
- Setting SMART goals for international inbound marketing efforts
- Creating buyer personas based on real customer data to represent ideal customers
- Ensuring all marketing activities tie back to the buyer personas
- Understanding the buyer's journey stages of awareness, consideration and decision to target messaging
- Identifying keywords related to the buyer's journey stages to use in content
- Determining where your buyer personas spend time online to engage them with relevant content
Sales is not Marketing
The document provides strategies for selling in a tough market. It discusses defining the differences between marketing and sales, with marketing dealing with acquiring and maintaining customers through the 4 P's, while sales focuses on closing deals. It then offers ideas for leveraging existing clients, evaluating salespeople, strengthening customer relationships, and crafting an effective value proposition in today's challenging market.
What B-to-B marketing needs to be
B-to-B marketing has traditionally been seen as support for sales with low status, small staff, and limited interaction with sales. However, best-in-class B-to-B marketing enjoys equal status with sales, is involved in strategic planning and budgeting, challenges sales to be more aggressive, and provides client intelligence and competitive analysis to make proposals more powerful.
From Solution Selling to Future Selling
From Solution Selling to Future Selling
- Why selling sustainable competitive advantage is better than selling just solutions
Marketing module_1.pdf
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
Introduction to Marketing management By Nitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
More Related Content
What's hot
Value based selling
Value-based selling focuses on understanding the customer's needs and demonstrating how the product or service will benefit the customer. It is more effective than discussing features or price alone. A value-based salesperson must listen to understand the customer's business issues and goals, then show how the solution delivers value in terms of specific benefits like increased productivity or revenue. Customers make decisions based on both logic and emotion, so the salesperson should quantify value through metrics while also building trust and rapport. Maintaining long-term customer relationships is important for becoming a strategic partner.
Sales funnel
The document discusses sales funnels and the customer journey. It begins by defining a sales funnel as a step-by-step process used to analyze a customer's shopping journey and bring them closer to an offer through strategic sales and marketing tactics. It then discusses why sales funnels are important for acquiring customers profitably, consistent revenue, and improving business processes. The document outlines the typical stages in a sales funnel - awareness, interest, decision, action - and provides examples of tactics used at each stage. It concludes by discussing the seven steps in a typical sales process - prospecting, preparation, approach, presentation, handling objections, closing, and follow-up.
Sales Power Sample Slides
Sales Power covers the secrets of successful people. Provides - Speeches for Coaches - Professional seminar presentation and workbook materials. Helps your clients build a personal plan to succeed in their goals. www.speechesforcoaches.com, Jon Newsome (770) 614-4146.
Winning Complex Sales With an Intentional Strategy
As the buying journey has become more complex, dynamic, and iterative, sales professionals often find themselves in a daily state of crisis — reacting to customer changes and competitor moves.
This presentation explores why sales professionals must not only engage in customer-centric activities that add real value, but they must also navigate and anticipate the constant changes taking place for their buyers and help lead them through the buying process.
This presentation will cover the following:
1. Understanding how and why the buying process has changed and the imperative this change has created for sales professional's to think and act differently to compete today
2. Recognizing and influencing the critical factors buyers consider today in every buying decision
3. Utilizing Richardson's Momentum Methodology to assess position, create the right intentional and proactive strategy to differentiate, and execute with precision to drive the sale to close
A sales model for the age of disruption
This SlideShare presentation is an extract of the content I use to train sales people, sales leaders, and executives on a sales and buyer research model for today's dynamic sales environment.
The Psychology of Selling
The First thing all salesperson need to acknowledge is that: In order to sell better, we must understand “Buyer Motivations”
The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
This document outlines an ultimate marketing strategy focused on customer satisfaction and sustainable growth. It emphasizes the importance of customer-centered communication and a partnership approach to ensure customer needs are met. Key aspects of the strategy include understanding what customers value through active listening, providing guarantees to satisfy their needs and goals, and viewing customers as partners in achieving satisfaction. The goal is to create supreme customer service experiences that inspire loyalty and drive business growth through word-of-mouth recommendations.
Focusing on Growth Through Business Development
This document outlines the process for growing a business through partnerships. It discusses forming a V-team with roles like business development, sales, legal and finance. The business development process includes developing a product strategy, targeting customers, creating pitch decks, conducting pitch meetings under NDAs, piloting programs, and negotiating contracts. Different types of commercial partnerships are described like marketing expenditures, revenue sharing, and licensing agreements. Key roles in business development and partner management are defined. Finally, common contract types like term sheets, statements of work and service level agreements are overviewed.
Marketing basics p2
As a juniors' Moderator at Update CU " Student activity at Cairo uni. " , I was responsible for delivering Marketing and Entrepreneurship sessions to Juniors.
Don't hesitate to contact me at any time.
Hope you benefit!
Doctoral Dissertation Prospectus
Transformational Customer Relationships: Building Trust and Brand Loyalty by Aligning Client and Corporate Values
Tiebreaker selling
The document summarizes an article that suggests suppliers of non-strategic products focus on identifying a "tiebreaker" or unique benefit that helps customers solve important problems. This "justifier" approach can help suppliers stand out over competitors and gain additional revenue opportunities. The article outlines how suppliers can discover justifiers by understanding how customers use their products, finding opportunities to integrate with other offerings, and identifying customers' business priorities. Implementing justifiers requires investment but can create a crucial advantage for suppliers.
New Age Strategic Selling
The document discusses key account management (KAM) and strategic selling. It notes that KAM requires strategic selling skills and involves developing a deep understanding of key customers. The steps of strategic selling outlined are establishing understanding of the customer, developing a knowledge base, and creating a strategic plan. Key account management is described as a long-term process that requires commitment from management and salespeople trained in strategic selling.
Miller Heiman Group Be Ready 013017
Miller Heiman Group Be Ready 013017Sales Performance Consultants, Miller Heiman Group; Exigent Strategies, LLC; Vistage Trusted Advisor
Overview of our Be Ready platform; for further discussion call Medio Waldt, 610 659 3489, medio.waldt@millerheimangroup.comRethinking Sales Force Toastmasters Short Version
The document discusses rethinking the sales force and focusing on value creation rather than just product promotion. It outlines three types of customers - transactional, consultative, and strategic - that require different types of sales approaches. Transactional customers want lower costs, consultative need help understanding products, and strategic seek partnerships. To shift to value creation, companies should develop a value vision, restructure sales around customer types, improve value-enabling capabilities, and align metrics and compensation with value strategies. Differentiating customers and maximizing efforts for consultative sales is also recommended.
Presentation on planning and organising personal selling in rural market
Presentation on planning and organising personal selling in rural marketSHARMENDRA YADAV & VIJAY KUMAR
The document discusses planning and organizing personal selling in rural markets. It defines key terms like planning, organizing, and personal selling. Personal selling involves a seller learning a buyer's wants and satisfying them through a sale. The objectives of personal selling are to find prospects, convert them to customers, and keep them satisfied. Personal selling tasks include order-getting, order-taking, and sales support. In rural markets, personal selling develops long-term client relationships through personalized interactions compared to other marketing tools. It tends to use fewer resources and involve negotiated pricing for complex products requiring after-sale support.The basics of relationship marketing
Relationship marketing is a form of marketing that emphasizes customer retention and satisfaction over sales transactions. It recognizes the long-term value of customer relationships by using communication beyond just advertising to build more collaborative relationships. As technology has advanced, relationship marketing has evolved, using tools to gain insights beyond basic customer data to better manage customer relationships. Many types of companies can benefit from relationship marketing, including small businesses that rely on regular customers, large companies that invest heavily in relationship marketing campaigns, and industry leaders that must keep existing customers to maintain their position.
Scaled16 go-international-with-inbound-marketing
This document discusses inbound marketing strategies for going international, including:
- Setting SMART goals for international inbound marketing efforts
- Creating buyer personas based on real customer data to represent ideal customers
- Ensuring all marketing activities tie back to the buyer personas
- Understanding the buyer's journey stages of awareness, consideration and decision to target messaging
- Identifying keywords related to the buyer's journey stages to use in content
- Determining where your buyer personas spend time online to engage them with relevant content
Sales is not Marketing
The document provides strategies for selling in a tough market. It discusses defining the differences between marketing and sales, with marketing dealing with acquiring and maintaining customers through the 4 P's, while sales focuses on closing deals. It then offers ideas for leveraging existing clients, evaluating salespeople, strengthening customer relationships, and crafting an effective value proposition in today's challenging market.
What B-to-B marketing needs to be
B-to-B marketing has traditionally been seen as support for sales with low status, small staff, and limited interaction with sales. However, best-in-class B-to-B marketing enjoys equal status with sales, is involved in strategic planning and budgeting, challenges sales to be more aggressive, and provides client intelligence and competitive analysis to make proposals more powerful.
From Solution Selling to Future Selling
From Solution Selling to Future Selling
- Why selling sustainable competitive advantage is better than selling just solutions
What's hot (20)
Winning Complex Sales With an Intentional Strategy
Winning Complex Sales With an Intentional Strategy
The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
Presentation on planning and organising personal selling in rural market
Presentation on planning and organising personal selling in rural market
Similar to Non-Clinical Customers Are People Too
Marketing module_1.pdf
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
Introduction to Marketing management By Nitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
1 icm marketing 1
The document defines key marketing concepts such as markets, marketing, customer needs and wants. It discusses different marketing orientations like production, product and selling concepts. The marketing concept is customer-centric where customer satisfaction and value are priorities. Products can be consumer or industrial goods, classified based on purchase involvement. Marketing mix elements like product, price, place and promotion are also outlined.
Sales lesson for start ups - 1
The document summarizes key lessons from a webinar on sales for startups. It discusses challenges startups face in getting first customers and building an effective sales pipeline. It emphasizes the importance of customer centricity, involving customers in building products to test concepts, and collecting feedback to make improvements. The webinar focuses on pricing and positioning, understanding customers, and using customer feedback to enhance products and services. The next webinar will cover additional sales lessons and plans to create an online community and sales campaign for Indian startups.
309545719 bsbmkg501-presentation-1
This document provides an overview of identifying and evaluating marketing opportunities. It discusses key marketing concepts like value, customer satisfaction, exchange and transaction. It also covers analyzing market information to identify opportunities, researching new markets, and taking an entrepreneurial approach to developing ideas into marketing opportunities. The document emphasizes exploring innovation and being alert to new opportunities.
Marketing Process
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses each step in more detail, focusing on understanding customer needs, wants, demands and the different concepts of marketing, exchanges, relationships and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
Marketing Process.pdf
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses in more detail understanding customer needs, wants, and demands as well as the concepts of market offerings, value and satisfaction, exchanges and relationships, and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
One last presentation
This document provides tips and strategies for effectively delivering presentations. It discusses that presentation skills are important for the real world and can provide an unfair advantage. It recommends not reading slides verbatim but instead using them as a guide. The presentation should focus on logic but also engage the audience in an interactive way. The presenter is the most important part of the presentation, not the PowerPoint slides themselves. The document then covers several marketing topics like setting product strategies, designing and managing services, and case studies on branding yoga and capitalizing on polarization for certain brands.
Five types of companies that absolutely NEED to build trust to grow (but just...
This document discusses how customer reviews are important for building trust and growing different types of companies. It identifies 5 types of companies that need customer reviews to grow: 1) Marketplaces, 2) Subscription Services, 3) Finance companies, 4) B2B companies, and 5) New Markets/Brands. It then provides strategies for companies to proactively collect reviews, respond to and resolve reviews, and leverage reviews for conversion.
Marketing ppt
The document discusses marketing and provides definitions, concepts, and career opportunities. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The document outlines marketing philosophies like production, sales, and societal orientation. It discusses key marketing concepts such as the 4Ps of marketing, customer value, customer satisfaction, and branding. It also explores criticisms of marketing and provides examples of marketing functions and career paths in fields like brand management, sales, advertising, and retail.
Customer relationship management
The document discusses customer relationship management (CRM). It defines CRM as establishing, developing, and sustaining long-term, beneficial relationships between organizations and their customers. CRM aims to increase customer retention through loyalty programs and databases. It reduces costs associated with acquiring new customers. CRM software helps companies provide better service and increase customer satisfaction. Properly managing customer relationships is important for customer retention, reducing costs, and growing business.
Power point assignment_19_ur67_
The document discusses various concepts related to marketing including definitions of marketing, core marketing concepts like needs, wants and demands, and different marketing orientations. It defines marketing as a social and managerial process to obtain what individuals and groups need and want through creating and exchanging products of value. It explains key concepts like needs, wants, demands, customer value and marketing as a function. It also summarizes different marketing orientations like the production concept, product concept, selling concept, marketing concept, consumer concept and social marketing concept. Finally, it discusses the benefits of marketing and purpose of marketing.
Breadth of a salesman
In this article, the authors suggest that sales managers need to realize that not all sales visits to the customers will necessarily create value for the customer. Sales managers need to realize that different sales processes exist when dealing with customers and the key factor determining the sales process is got to be based on how much value a salesperson can bring to the customer. The
authors go on to identify three different types of sales processes and give reasons as to why value based segmentation is the best way to help your salespeople deliver value not just for their customers but also for themselves.
2.1 relationship marketing operational and analytic crm 2016 short
Here are some potential pricing strategies to build customer relationships in different product categories:
Automotives:
- Loyalty programs (e.g. discounts for repeat/regular customers)
- Package deals bundling maintenance/repairs
- Graded pricing based on relationship level (new vs loyal customer)
Clothing retailer:
- Membership rewards program with points for purchases
- Exclusive discounts/offers for members
- Customization/personalization options for loyal customers
Online store:
- Tiered pricing with better deals for higher purchase volumes
- Subscription models with recurring/automatic discounts
- Bundled offerings to encourage repeat purchases
Restaurant:
- Loyalty cards/apps
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
This document discusses customer relationship management and relationship marketing. It explains that relationship marketing focuses on maintaining and enhancing relationships with customers over time through personalized communication, rather than one-time transactions. The key aspects of customer relationship management are identifying customers, attracting them, retaining them by ensuring satisfaction, and developing the relationship over time. Relationship marketing aims to convert customers into loyal advocates by providing a high level of customization and establishing a long-term bond and commitment.
Consumer Behavior: Its Origins and Strategic Applications by Amit Tiwari
ppt with details on consumer behavior and its strategic application, best suited for MBA students.
it also tells you the origin of CB.
Segmentation Fundamentals
Segmentation allows companies to divide markets or customers into relevant groups to better target products and services. There are several types of segmentation including market, customer, role, and job/outcome segmentation. Market segmentation divides the total potential market into relevant subgroups based on geography, demographics, or other factors. Customer segmentation can consider factors like business type, size, technology needs, or purchasing approaches. Role segmentation considers the different roles customers play in the purchasing process such as initiator, decision maker, or influencer. Effective segmentation allows companies to better understand customer needs and sell more products to more relevant groups.
Marketing
The document discusses marketing strategies and the marketing mix. It defines marketing as satisfying customer needs better than competitors. The marketing mix has four Ps - product, price, place, and promotion. It provides questions to consider for each P to ensure the right product is available at the right price and location and promoted effectively. Target marketing involves focusing on specific customer segments. The document then covers product, pricing, positioning, and promotion strategies to reach target customers.
Marketing for Entrepreneurs and Small business
Marketing for Entrepreneurship, Small Business Marketing
CRM.pdf
The document discusses various definitions and perspectives on customer relationship management (CRM) from industry experts. It defines CRM as a business strategy to select and manage customers to optimize long-term value through effective marketing, sales, and service processes supported by technology and a customer-centric culture. The document also discusses key CRM concepts like processes, strategies for building relationships, customer acquisition, interaction, retention, attrition, loyalty and lifetime value.
Similar to Non-Clinical Customers Are People Too (20)
Introduction to Marketing management By Nitin Shekapure
Introduction to Marketing management By Nitin Shekapure
Five types of companies that absolutely NEED to build trust to grow (but just...
Five types of companies that absolutely NEED to build trust to grow (but just...
2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
Consumer Behavior: Its Origins and Strategic Applications by Amit Tiwari
Consumer Behavior: Its Origins and Strategic Applications by Amit Tiwari
Recently uploaded
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.Yes, It's Your Fault Book Launch Webinar
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameAI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Grow Your Business Online: Introduction to Digital Marketing
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future TrendsPickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal DebastosDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Journey of amplification and buzz creation through podcast marketing, appealing to brands and marketers looking to expand their reach.Google Ads Vs Social Media Ads-A comparative analysis
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Recently uploaded (20)
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal Debastos
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Non-Clinical Customers Are People Too
- 1. Non-Clinical Customers Are People Too! Coman Fullard Senior Digital Strategist | Continuum
- 2. Strategic focus on • value • partnership Relationship Aspiration
- 4. Barriers to Aspirations Treating Non-Clinical Customers as a faceless morass Lack of engagement from customers Lack of trust
- 5. Remember Marketing is NOT what you do TO people, it is what you do FOR them
- 6. See Non-Clinical Customers as Individuals Who are they? What are their needs? How might one be different from another?
- 7. How? Segmentation! Break non-clinical customers into sub-groups with • similar needs & • similar behaviours
- 8. Simple Non-Clinical Segmentation Lo Hi LoHi Responsibility Strategic-Mindset
- 9. Simple Segment Characteristics … Senior & tactical Rebate focus Senior & strategic Total value focus Junior & tactical Discount focus Junior & strategic Trades for value
- 10. … & Tactics Educate Convert Avoid Support
- 11. The Benefits of This Approach • Stop generic offerings • Match individual needs to offering • Highlight customers problems • Use content marketing to ATTRACT segments
- 12. Buyer Personas • Idealised representatives of segments • Basis for content marketing programme: • Describe their problems • Offer solutions • Show your role in solution
- 13. Persona Elements 1 – WHO? Background – Job, Career, Family Demographics – Sex, Age, Income, Location Identifiers – Demeanour, Communication preferences
- 14. Persona Elements II – WHAT? Goals Challenges What can we do to help • Achieve goals • Overcome challenges
- 15. “Real Quotes • About Goals & Challenges Common Objections • Why wouldn’t they buy your offering Persona Elements III – WHY?
- 16. Persona Elements IV – HOW? Marketing Messages Elevator Pitch
- 18. Who is Terry the Trader? • Will trade one cost for another • Buys premium products providing unique/efficient outcomes while driving discounts on commodities to cover premiums • Tech savvy & inquisitive • Junior & ambitious • Strong grasp of role • Broadly strategic in approach.
- 19. What are Terry’s Goals & Challenges? Goals •Deliver efficiency targets •Impact hospitals strategic priorities. What can we do to help? • Communicate operational efficiencies • Explicitly match offering to hospitals strategic priorities • Educate on new ideas in procurement. • Provide support material to aid in driving change. Challenges •Identify satisfyingly strategic savings - easy options already gone •Drive changes despite narrow area of responsibility
- 20. Why doesTerry do what he does? “I will pay more for products that release funding elsewhere in the system, or support my hospitals strategic goals … and I will negotiate hard on commodities to pay for that up-front investment.” “I need to pass through several management stage gates before I can drive a change through.This process requires a lot of effort and evidence” “I am happiest when I can take a broader view of procurement and how it impacts the system, but I must balance my books as well.That is how I am measured”
- 21. Why wouldn’t he buy now? Objections There are no efficiencies inherent in your offering Not enough evidence to support your claim of efficiencies Too expensive based on your products performance, I can get cheaper elsewhere. Satisfied with the incumbent, the area you are focusing on is not a strategic priority right now Your terms are too restrictive. Already carrying multiple suppliers in this category
- 22. How to describe your solution to Terry • Link it to his hospitals strategic priorities & show it directly addressing those. • Value that linkage – commit to a benefit. • Demonstrate the evidence & tools to help him install this change. • Show this change is in line with medical & strategic procurement thinking.
- 23. What next? Now you know: • Who Terry is • What he needs help with • How you can help him Next: • Build a content marketing plan matching Terry’s needs • Develop promotional campaigns to attract him • Nurture him through subsequent interactions • Leverage marketing automation to qualify him
- 24. Conclusion Non-clinical customers are online right-now, searching for solutions to their problems. Are they finding your content, or a competitors?Who do you think they will build trust with? Treating them as humans increases the chance to connect about more than price.
- 25. Coman Fullard Senior Digital Strategist | Continuum Follow me at Twitter: @ComanFullard LinkedIn: https://ie.linkedin.com/in/comanfullard Website: www.continuum.iein.com/in/comanfullard