Education as marketing

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Lack of knowledge in sales people is a frequent cause of ineffectiveness. Knowledge is critical in marketing and sales activities and must arrive to all the agents in the sales chain.
Communication is not enough to transfer skills and abilities but education is not advertising
Education is student-centered, information is content-centered, but a structured process of knowledge transfer that combines different strategies to achieve measurable behavioural changes (and business objectives)
Technology is the enabler to do it cheaper, better, faster and broader-reach.
Xeristar is educating general physicians to increase treatment compliance in depression
AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
CMC Markets educate its customer in a better use of operating software.

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Education as marketing

  1. 1. Education as Marketing<br />Knowledge driven strategies to achieve business goals<br />
  2. 2. The issues<br />
  3. 3. Lack of knowledge in sales people is a frequent cause of ineffectiveness<br />3<br />*Source: surveybyMcKinseybetween US and EuropeCompanies, 2009<br />Education as Marketing<br />
  4. 4. Knowledge is critical in marketing and sales activities<br />“Sales people are not able to refute customers objections”<br />“My dealers don’t recommend my products to the customers, because they don’t know the difference with competitors’”<br />“I need the opinion leaders have a clear idea of my solution”<br />“Competitors are winning market share because they claim to be cheaper than us, although we really have a total cost of ownership cost much lower”<br />“My customers don’t know how to use my product, and my company gets a lot of complaints”<br />4<br />Education as Marketing<br />
  5. 5. Knowledge must arrive to all the agents in the sales chain<br />5<br />Education as Marketing<br />
  6. 6. Communication is not enough to transfer skills and abilities<br />6<br />Education<br />Communications<br />Education as Marketing<br />
  7. 7. Education is not advertising<br />Education approach is more a mid-long term activity, it must not be thought as a tactical “campaign”<br />Training must be much more “neutral” and credible, focused on giving skills<br />It must be a “service” to the customer, feedback is essential<br />Measuring should be more detailed, and improving continuous<br />7<br />Education as Marketing<br />
  8. 8. Our approach<br />
  9. 9. Education is student-centered, information is content-centered<br />e-learning | Presentation<br />9<br />Education<br />Information<br />
  10. 10. …but a structured process of knowledge transfer that combines different strategies…<br />Education as Marketing<br />Strategy<br />Methods<br />Technology<br />face-to-face*<br />LMS<br />LMS<br />10<br />
  11. 11. …to achieve measurable behavioural changes (and business objectives)<br />Education as Marketing<br />11<br />Customer satisfaction<br />Knowledge transfer<br />Behaviour changes<br />Business results<br />Customer satisfaction is the first step to get business results<br />Behavioral changes in the customers are difficult, but not imposible to measure<br />Education effectiveness measurement is key<br />Finally, you should try to relate behavioral changes with business results<br />
  12. 12. Technology is the enabler to do it cheaper, better, faster and broader-reach<br />Is more measurable, so you can do it more effecttive <br />Can be cheaper for you and for your customers, you provide greater value<br />Costssavings<br />Effectiveness<br />Business <br />results<br />Customerreach<br />Time tomarket<br />Allows to reach targets in less time<br />You can reach all the targets<br />12<br />Education as Marketing<br />
  13. 13. Education approach can be much faster and effective…<br />13<br />Education as Marketing<br />
  14. 14. Education as Marketing<br />û<br />û<br />û<br />û<br />Usage<br />Efectivenness<br />Target<br />Interactions<br />Other<br />Security<br />sales people<br />û<br />û<br />resellers<br />û<br />û<br />Thisisonlyanexample<br />opinion leaders<br />û<br />prescriptors<br />û<br />û<br />purchasers<br />û<br />û<br />users<br />û<br />û<br />…more customized…<br />14<br />
  15. 15. …more responsive and long-term sustainable<br />Education as Marketing<br />Specificneeds<br />Specificeducation<br />15<br />
  16. 16. Experiences<br />
  17. 17. Xeristar is educating general physicians to increase treatment compliance in depression<br />17<br />Education as Marketing<br />
  18. 18. AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care<br />18<br />Education as Marketing<br />
  19. 19. CMC Markets educate its customer in a better use of operating software<br />19<br />Education as Marketing<br />
  20. 20. Contact<br />

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