sales & marketing program marihot sibarani
TRANSCRIPT
Marihot Sibarani
To promote the sales of
products and services that will most benefit
the customer-owners, and to establish
creditability through communication in a
manner that will optimize the cooperative’s
market share and savings, improve the
cooperative’s efficiency, help achieve the
cooperative’s mission and goals, and result
in outstanding customer service.
Sales & Marketing
for Product and
Services
Sales Strategy
Marketing
Program
After sales
Services
Maintain long term
Relationships
Intern
Extern (Sales Job)
Intern
Each Sales Engineer Has a responsibility
target that is determined based on the last
year progress and existing prospects
Complete Training Product Knowledge
Complete training Business
term & Salesmanship
Complete Sales Tools: Product
Presentation, Brochure, Leaflet, Technical
Document, Sales Call Commitment
Document, Success Sales Story
Intern
Evaluation Personal
Periodical Coaching (1 x in Two
Month)
Short Joint On Visit (1 x Monthly)
Group Meeting (Weekly)
Personal Meeting
Weekly Visit Plan and Short (Email)
report
Intern (Cont.)
Monthly Complete Sales Report
Warning per 3 Month (1st to final 3rd)
Compensation, Bonus and Reward
Improvement/Completion Sales Skills,
Facility, Sales Tools, including
organization (group, division, others)
etc.
Provide a competent Application
Engineer to support all Sales Engineer
daily's
Intern (Cont.)
Provide a competent Sales Counter to
cover all request from customer and
submitted to Sales Engineer to be follow
up
Conduct a Sales Team Meeting with
Management at the first day of every
week to discuss profit and loss including
Sales Action
Extern (Sales Job)
100% able to prepare Objective and
focus (Including Sales Tools &
appointment) before Sales Call
100% Best Practice Salesmanship
100% have to use Sales Tools have been
provided by the company
Each Sales Personal should be a
Professional Salesman
Extern (Sales Job)Each Personnel have to perform at least 3
customer visits per day and report the result directly to the superior
Each Personnel have to use Sales Guideline during face to face with Customer
Each Personnel should be proficient to use all Sales Tools, primarily the notebook to make a short presentation or data processing or to provide document of Sales Success Story
Every visit to the customer should be a high-quality visits, good appointments & advantageous objective discussion and focus on the purpose of the visit
Extern (Sales Job)
Each Sales Engineer is responsible for some of customers and has at least two loyal customers are doing business with the company
All Personnel shall collect and enter data about all customer company (completely) committed by their respective superiors
All above task of Extern (Sales Job) should be accompanied, trained and supervised directly by the respective Superior of each Personnel, through the Joint on Visit that specified by the Management
Market Summary
Market: past, present, & future
Review changes in market share, leadership,
players, market shifts, costs, pricing, competition
Describe product/service being marketed
The competitive landscape
Provide an overview of product competitors,
their strengths and weaknesses
Position each competitor’s product against new
product
A B
C D
Performance
Pri
ce
Product packaging
Quantity and Quality of Product
Pricing strategies
Price Positioning refer to market
Policies: Summarize policy relevant to
understanding key pricing issues
Feature & Benefit for Customer
After Sales Services Conditions
Launch, Promotions and Advertisement
Launch plan refer to market condition, Promotion
budget, Media & Timing of Advertisement
Other Promotion:
Direct marketing
Overview of strategy, vehicles & timing
Overview of response targets, goals & budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional program
A policy for customers returning goods
A repair service
A maintenance service
Spare parts available
A policy for dealing with, and investigating, customer complaints
An advice service for customers with technical problems
Customer satisfaction:
This occurs when customer expectations and needs are met over and over again
It is measured by:
Analysing sales performance
Recording the number of complaints/returns
Making comparisons with competitors
Customer feedback:
Helps to inform the company for the future – so it can improve products/services.
Feedback obtained by:
On the spot questions by staff
Observation of customers
Questionnaires
Customer panels/focus groups
The website (e.g. pop-up questionnaires)
E-mails and email questionnaires
Investigating customer service
Always remember:
Key features vary, depending upon the type of
organisation and its customers
No business can please everyone all the time –
though they should try!
Customer service features
Products – quality, safety, packaging, clear
information
Staff – attitude, dress, communication skills
Premises – cleanliness, access, facilities
Delivery – reliability, speed, availability
After-sales care – complaints, returns,
repairs, guarantees
Other features – payment methods, advice
lines, staff training etc
Distribution strategy
Channels of distribution
Summarize channels of distribution
Distribution by channel
Show plan of what percent share of distribution will
be contributed by each channel -- a pie chart might
be helpful
“Company need to have long-term customers and good vendor relationships that will through challenging times or tight deadlines, as well as relationships with other business owners to share struggles, resources and best practices that can really give you an edge. The reality is that business relationships are just like any other relationship. They require some effort to maintain and they must be mutually beneficial. As in any relationship, company must be willing to give, share and support, not just take or receive."
1. Encourage Honest Feedback
2. Listen More Than You Talk
3. Make A Routine
4. Be Honest
5. Take Notes
6. Give More than You Receive
7. Be Proactive
8. Be Real
9. Turn Blunders into Opportunities
10. Make it Personal
11. Meet Face-to-Face
1. Encourage Honest Feedback:
"An open, honest relationship demands
clear communications of how each party
is performing,“
"Encourage constructive criticism and be
brave enough to suggest ways clients
can help your firm perform better,“
"If you know where you stand, you can
stand stronger."
2. Listen More Than You Talk :
"We all want to extol our strengths, our virtues in
hopes of impressing others and, ultimately,
getting more business,"
"It's counter-intuitive, but being a good listener
highlights your virtues much better than being
a big talker"
"What sets him apart is that he takes the time to
listen to them and really understand where his
clients are coming from (business situation)"
"Listening With More Than Two Ears"
3. Make A Routine:
Devise a system to ensure that not
too much time passes before you
connect with your contacts, such
as the formal database created.
And with the proliferation of
social media tools these days
such as Facebook, LinkedIn and
Twitter, etc.
“it's never been easier to keep in
touch”
4. Be Honest:"As a small business owner, it's important that people see me as
expert in my field," says Mr. X. "But, when asked questions I don't know how to answer, I always say so. I remember an initial meeting with what became one of my best clients. I was meeting with the executive team and was asked about my experience in their industry (of which I had none). I could have tried to spin my response to sound like I knew their industry. Instead, I told them that I had no experience and why that might work to their advantage. I was surprised to see stern, questioning faces turn to friendly nods and smiles. They really appreciated my honesty. And that laid the foundation for a great relationship."
Dig Deeper: Can the Truth Set Your Profits Free?
5. Take Notes:
“Keeping track of everything about your
customers about their personal or
working situation, so the next meeting
when you will not lose track of your
customers”
“You also will not lose the sense of the
nature / temperament / character of your
customers, what he likes and dislikes”
6. Give More than You Receive:
“Be sure to contact people when you are NOT in need of
something. Take time to learn about their business since it's
as important to them as your business to you. "Take a
minute to understand your client's dreams and provide
opportunities for them to fulfill this whenever possible,"
"Whenever I have a client on the phone I try to understand what
they're trying to achieve with their business. From time to
time there will be an opportunity that I will actually refer
them to someone that I think could help their business
especially where I gain nothing from this. Clients really
appreciate it when they realize that you're looking out for
them."
Dig Deeper: How to Incorporate Philanthropy Into Your Business
7. Be Proactive:
“Using your journal and knowledge of your relationships,
forward articles, links and other information that
might be of interest to your contacts. "When I see
interesting news stories I forward them to people who
I think would find them relevant," says Mr. XY of Born
to Sell. "I've had many recipients come up to me later
and say things like, 'I can't believe you remembered
that I wanted to go to Thailand.' It takes less than 30
minutes each morning to send out a handful of these.
Do it every day and the care and feeding of your
network will be alive and well."
8. Be Real:
"Do not be afraid to be vulnerable"
"Let people see who you are. It builds trust
and respect. Being too professional is a
bore and well you are not going to enjoy
yourself."
Dig Deeper: When Do You Lie? Strategies For
More Authentic, Respectful
Communication
9. Turn Blunders into Opportunities:Admitting mistakes and correcting missteps will take you far
when it comes to building relationships, says Mr. C. "Often
times, people just want to know that you are sorry and that
you have a plan for getting back on track," he says. When
one of our service providers made a mistake, which resulted
in our service being delayed for a week, the service
provider responded immediately with an apology and a
proposal for fixing the problem. Instead of looking for
another service provider, we decided to work with this
provider because we know that the provider is honest and
diligent. When a mistake is more than a minor setback, do
something to make it right or otherwise provide value to the
wronged party."
10. Make it Personal:Sometimes it is good to send an actual physical letter or card of
appreciation as opposed to an e-mail. "Say 'Thank you," a
lot," says Ms. W. "I send notes to new clients thanking them
for their business. I send e-mails of appreciation often, for
no reason at all. And, I send great toffee during the holidays.
Never forget who got you where you are. And never, ever
think you can say thank you enough to clients, customers,
colleagues and even vendors too."
Dig Deeper: How to Build Personal Relationships With Customers
11. Meet Face-to-Face:Invite your contacts to an event (sporting,
music, etc.) that you would both enjoy.
You will naturally deepen the relationship
and get to know each other better. You
could also make plans to catch up at or
join someone at a networking event. For
some people, networking events are
challenges and having at least one friendly
face there can give them the confidence
to network better. Plus, you will
strengthen the relationship.