“Do not sell Business-Build Trust”

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. What is Trust in general?

3. What is Trust in general?

4. Marketing.
Why should I buy from you?
The Art and Science of Creating Excuses to
Buy

5. Marketing vs. Sales
Marketing
Sales
Target Customers
Sell to Target Customers
Create Message
Deliver Message

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. Loyalty
Loyalty is Useless…
Virtual Consumption
vs.
Real Consumption

8. Loyalty
Loyalty is misleading…
Heavy Consumption ≠ Loyalty
or
Loyalty ≠ Heavy Consumption

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. 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. Positioning
“Hope is “Really” not a
strategy”.
~ John Maxwell

12. Positioning
• For who? – Segmentation, Targeting
• Your Offer?
• Key Differentiator?

13. Typical Targeting
1. Demographic/Industry segmentation
2. Income/Size segmentation

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. 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. 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. Key messages
Who am I?
What do I offer?
Support?
End benefit(s)
Tagline:
In other words:
“Why should I
buy from you?”

18. Summary
Target
Message
Delivery Tool

19. Why B2B Markets are different
from those of B2C?

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. 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. 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. 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. 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. 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. Where can you start from?

27. Begin with your dreams, your
goals

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. Begin with your attitude

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. 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. Begin with your habits

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. Begin with relationship

35. Managing your relationship
Basics of Relationships
 Good performance & skill won't get you very far.
 You need others to succeed

36. Managing your relationship
 Five Rules for Successful Relationships:
 Be yourself
 Be of value
 Be consistent
 Be truthful
 Do what you say

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. 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. Personality & Communication
• Smile
• Firm Handshake
• Compliment
• Ask questions
• Listen with interest
and praise
• Make the person feel
Important
• use their Name

40. Begin with your potential

41. Reaching your maximum potential
•
•
•
•
Grow up
Understand Yourself
Invest in Yourself
Eliminate “Cannot be Done”
“You are being observed all the time”

42. Reaching your maximum potential
•
•
•
•
•
“Everything depends on Relationships”
Choose your close Friends
Serve
Control and use your Emotions
Discipline

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. 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. Remember;
fundamentals don‟t change

46. Final Thoughts

47. Who are you really working for

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. 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