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Training Lesson 27 : 10 Sec Openers – Examples

3:32 PM | Labels: , , ,

 10 Sec Openers – Examples




Let us take some of our products and try to create 10 Sec Openers for them.

Ganozhi Tooth Paste



Now let’s create 10 Sec Opener.

1.                       Sir, I want to give you 
 “ 1 for 5 toothpaste Ganozhi ”.
    Just 1gm is sufficient to protect 5 elements 
of your teeth. That is Gums, Roots, 
Nerves, Blood vessels and Tissues.


2.                            Sir, here is  
“ 1 for 5 toothpaste Ganozhi an effective 
Gateway cleanser ”
Just 1gm protects the Gateway of your body viz., the mouth.
Healthy mouth is healthy body. Ganoderma with its multiple products offers unlimited health to your mouth.


Now, there are umpteen toothpastes available. Why should the customer buy Ganozhi? What is it that makes it so special for the customer to buy it? If our product can satisfy these 2 TOMs (Top Of the Mind) the customer will buy. The above two 10 Sec Openers are examples. You may also create many such statements which help open the customers' mind which is double locked with WHY & WHAT.

Ganozhi Shampoo



Sir, “I want to give you a hair manager”







Gano Oil
Sir, “Here is double action massage oil”
Double action due to the presence of Palm Oil and Ganoderic Acids


Morinzhi


 
Sir, “I want to give you 1st among the Best Plant juice”






 
   
You, yourself can prepare as many numbers of 10 Sec Openers as possible for each product. Every time you interact with the customer learn to talk the language of 10 Sec Opener. This is the surest way to penetrate into the customer’s mind.



Friends,
Train yourself to be a master of 
10 Sec Opener techniques
Good Luck



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Training Lesson 26 : 10 Sec Openers

2:16 PM | Labels: , , ,

Tata understood the PERCEIVED NEEDS of the customer. They created a small, fuel efficient but more spaced car, “Indica” and positioned it as “more car per car”. This statement simply conveyed that Indica is a spaced small car, but at the same time was fuel efficient.  
This simple Positioning Strategy conveyed the right meaning and translated a statement into success. Tata Indica became a stunning success in India. Coining such Position Statements for every product and conveying will spell success and if the quality of the product is maintained, it will permanently occupy a strong space in the customer’s mind and will make him a LOYAL CLIENT.

Communication Bridge
We have seen earlier, for a business transaction, two people are necessary. One is the seller and the other buyer. In order for the customer to make a buying decision, your product needs to penetrate into his mind and occupy a space.
The route thru which you traverse into his mind is called the Communication Bridge. The bridge must be strong otherwise travelling will be difficult. You may fall down meaning; your Communication has to be 

 


Your communication is all excellent as above. Still, you have not entered his mind. His mind is locked. You need a key to unlock his mind.



10 Sec Openers

Unlocking the key should not take too long a time. It’s like unlocking your door key. You wouldn’t take more than 10 seconds. It’s the same thing here also. 



10 Sec Openers are statements that work as keys to open the closed MIND of the customer.
Smiley

These are statements that exactly reflect what the customer has been waiting for or he is seeing as a new opportunity or he is uncovering as a new utility or he starts perceiving as a new experience. The moment the statement is made, his MIND instantly opens up.


Immediately, without waste of time, detouring and unnecessary talk, straight give product info and reinforce with benefits.

Help the customer to make decision by closing techniques and wrap up the interview. This is the process.


How to prepare 10 Sec Openers
10 Sec opener statements are derived from two parts of any product, i.e. FEATURES & BENEFITS. It should reflect either one of them or both of them and linked to the Customers Benefit.
You can prepare any number of 10 Sec Openers for a product. Each of them however should follow the above procedure. It’s very easy to prepare. By practice and little reflection in your mind you can master the technique of 10 Sec Opener preparations.



Friends,
Let us see some 10 Sec Openers for our products
For that, you have to await 



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Training Lesson 25 : Positioning

11:37 AM | Labels: , , ,

Buying Consideration
As we discussed earlier, the decision to buy is taken by the Super Customer sitting inside the customer and that’s called the MIND. So the MIND must give a space for the product. Unless a product occupies a space in the MIND, buying consideration will not occur. It’s only consideration, not the actual act of buying. This is the first step towards buying. Then comes the things the MIND considers.

Ping pong game of the MIND
The MIND searches answers for 2 TOMs (Top Of the Mind questions)


If WHY dominates the MIND, it will simply reject the product, because it perceives that the product may not be useful; 

“I already have one like that”


“it will unnecessarily occupy 

space in home”….etc.



But if WHAT dominates, it becomes curious to KNOW more of it. The moment it becomes curious it starts searching for INFORMATION. 
Once there is adequate information, it will start comparing with a LIKE product. The comparison may be price, packaging, continuous availability, local or foreign manufacture etc. This ping pong game will continue until the MIND finds a LOGICAL ANSWER to the WHAT question.

Positioning Strategy
This is where marketing expertise comes into play. Suitable strategies are designed to occupy a space in the MIND of the customer. 
How are these strategies designed?
Mind has certain likes, dislikes, beliefs, attachments and so on. A thing or any statement that stimulates what the MIND likes, it will give a space for that material or product.

Therefore,
POSITIONING MEANS OCCUPYING 
A SPACE IN THE MIND OF 
A CUSTOMER

And Positioning Strategy is
THE MEANS THRU WHICH 
A PRODUCT OCCUPIES
A SPACE IN THE MIND OF 
A CUSTOMER

One of the means adopted to penetrate the MIND of the customer is thru statements, known as POSITIONING STATEMENTS. These statements are coined very carefully, so that the moment it strikes the mind, it straight hits what the customer likes, or has been looking for, his beliefs and so on. It will enable the MIND to give a space for the product.

Example of a Position Statement
First generation Maruti 800 DX
Maruti Suzuki way back in 1984 introduced a small car with high fuel efficiency in India. It was a big success. But later on people started feeling that although it was fuel efficient, leg room was so small that people who sit inside felt cramped and on long distance journeys, passengers felt pain. MIND of the customers then had wanted a car that was, Small, Fuel efficient & has More leg room.
TATA  Indica
This was when TATA came out with Indica and launched an excellent Position Statement that became the greatest success in the sales of Indica in India.



Friends,
You will have to await TL 26
To know about that success spinning  
POSITION STATEMENT
Smiley




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