Google Translation

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




Image: Ambro / FreeDigitalPhotos.net
Image: Nutdanai Apikhomboonwaroot / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(0)

Training Lesson 24 : S R D R D

5:18 PM | Labels: , , ,

 
Now let us go into the process of preparing a  
P S P  i.e. Planned Sales Presentation.


Whether you are making a verbal speech or a talk using materials like flip charts, slides or power point, you need to undergo a process before the said event.

S R D R D
The formula for the P S P is known as S R D R D



Subject
First of all,

Research
Once the Subject is decided, 

Next step is making proper designing in a presentable format like slides or blog. If you are making a power point slide, keep in mind the following,

Rehearse
Once the design is completed, the most important next step is to Rehearse. Rehearsal will give you enough clarity and improve your confidence. Confidence and Clarity are two vital elements that will turn you into an effective speaker.

Clarity without Confidence is a disaster.
Confidence without Clarity is dangerous.

Once enough rehearsal has been done, go ahead and DELIVER with sheer confidence.
An effective delivery will take the audience by storm. You will be the most sought after speaker.



Friends,
I wish you should develop 
as an accomplished speaker.
For that, be the master of  
 S R D R D


Image: jannoon028 / FreeDigitalPhotos.net
Image: David Castillo Dominici / FreeDigitalPhotos.net
Image: KROMKRATHOG / FreeDigitalPhotos.net
Image: farconville / FreeDigitalPhotos.net
Image: Ambro / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(0)

Training Lesson 23 : P S P

12:29 PM | Labels: , , ,

What is this?

This is the Process of Presentation. The very first thing a presenter needs to be aware of and understand is to respect the listener. The listener comes with some expectation and has a fixed time frame in his mind to spend with you. If you present him without any prior preparation it will end up like this, 


Prior Preparation is a Habit

Mrs. M. S. Subbulakshmi
Even the world’s greatest carnatic singer like Mrs.M.S.Subbulakshmi had said once that she practices daily and prepares carefully for every concert. This is the same for legends like Sachin Tendulkar, Martina Navratilova, John F.Kennedy, Winston Churchill, Abdul Kalam, who are masters in their own field of expertise. One secret of success for all of them is that they were READY BEFORE THE EVENT ITSELF. Once aware of the customer’s needs, prior preparation will become a habit. Unless we develop that as a habit we will not be conscious of doing that as a practice.

P S P – Planned Sales Presentation

Any sales presentation to be effective, nail pushing and successful, it requires a plan and purpose. The sales pitch has to be so strong that,



All the above is possible only if you, as a seller, master the techniques of P S P.


Friends,
How to prepare a P S P?
It requires a formula.
The formula is  S R D R D


 To know this you will have 
to wait for TL 24
Smiley





Image: jscreationzs / FreeDigitalPhotos.net
Image: Ambro / FreeDigitalPhotos.net
Image: Salvatore Vuono / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(0)

Training Lesson 22 : Auto Convincing

3:53 PM | Labels: , , ,

For taking a buying decision, the customer has to be convinced. Then questions arise as to,


The natural answer to the 1st question is the product or the service. For the 2nd question, it’s the companies who market the products or services. If you look at it a little deeply, you will find that the companies are not convincing the customer.
They are just making an attempt to convince the customer thru their marketing activities. Their simple or high profile activities do not make a sale. 



Super Customer

What makes a sale is the decision the customer takes. He weighs in his mind whatever has been propagated by the companies and takes a considered view on the product or service. He questions himself as to the utility, timing and necessity of the purchase and CONVINCES HIMSELF TO BUY. Inside the customer one more powerful Super Customer is sitting. His name is MIND. He has to be convinced. That Super Customer has to give a Space. Then only a sale will take place. 

Therefore whatever be the type of dance we make in front of the customer, nothing will cut ice if the customer does not convince himself. The type of dance we have to make is what that needs to be very carefully analyzed and delivered. 
Carefully crafted Presentation Strategy will certainly pierce into the mind of the customer. This will enable him to CONVINCE HIMSELF.




Auto Convincing
The customer is craving to find right answers the moment a purchase trigger is activated by marketing activities (like when he sees an advertisement, a presentation in a meeting, listening to a good music, reading a book etc). He is trying for the right clues to convince the Super Customer in him.


Friends,
Let us learn the process of presentation 
to empower the customer 
for Auto Convincing, 
i.e. convincing his MIND, 
the Super Customer.


But you have to wait for Blog TL 23
Smiley



Image: 89studio / FreeDigitalPhotos.net
Image: Stuart Miles / FreeDigitalPhotos.net
Image: David Castillo Dominici / FreeDigitalPhotos.net
Image: Grant Cochrane / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(0)

IN THE MIDST OF INSPIRED PEOPLE

3:44 PM | Labels: , ,

Cold wave was sweeping across the city. Temperature tumbled to 5 degrees. It was close to midnight. Clock clicking to 11 PM. That’s when I landed at the Airport Hotel Kathmandu on 10th February 2012 after enduring a flight delay of 9 hours.


Simply amazing!


In that dead of night more than 30 people were waiting to see me. 
 

I was flabbergasted. Unless there is an unflinching commitment to the cause, many people would not be waiting so long at that wee hour of the day.

Mr. Debya Prakash
Mr. Pukar












Inspiring introductory talks by the Country Manager Mr.Debya Prakash and SSD Mr.Pukar set the tone for the next day.  It was a full day session of product and marketing and recruitment subjects. Attended by over 230 distributors of various hues ranging from Members to Diamonds, it was a day of action. Participation was to the hilt; enthusiasm displayed all through the day. It was a day of learning for many more days of earning later. All of them as one man had promised to take the sales of Nepal to dizzying heights. Then I promised that I will come back again.

Nepalese the world over have tremendous potential to grow in DXN in which ever country they may be in because back home roots are very strong.
When a group of friends came to see me off at the Kathmandu airport, I parted from them but tears of joy still remain in my eyes. I carry with me their priceless love and affection.


Image: Salvatore Vuono / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(1)

Training Lesson 21 : Sizing Up Market

9:38 AM | Labels: , , ,

Market comprises of many elements and all of them offer business opportunities. We in DXN are in the health care business. Health business is a broadband market and has a high bandwidth. It comprises of 2 components.

Products for Health Consideration
This targets those whose health has been impaired. This may include various diseases like asthma, diabetes, arthritis, psoriasis and so on. These require medical treatment of varying treatment modes like oral medicines, injections, inhalers and surgery depending upon the condition. 
Medicines given to the body treat the impaired conditions only. They don’t treat the body per se, because treating the body is different from treating the condition of the body.
Hence products in this category are limited to certain people only, i.e. those who NEED THEM. Therefore these products don’t have a LARGER REACH.

Products for Healthy Consideration
This targets all who have a functioning body meaning all people. Who doesn’t want a healthy, mobile, disease free body? Even a diseased person wants to recover from unhealthiness and lead a healthy life. 
He wants to either discard all medicines or at least reduce the quantity of medicines. After illness has been treated successfully even physicians ask patients to take healthy food, change their lifestyle, do exercises and so on. This is treating body. And Body to be healthy, disease free, sans medicines.
Hence products in this category have LARGER REACH.

Where is the Market?
Therefore for the question where is the market, now we understand that EVERY PERSON IS A MARKET. Since everyone, from a child to elder, wants to be healthy, any product that caters to this category will find huge opportunity for growth.

The hitch
The only hitch to market products in this category is the MINDSET OF PEOPLE. When they are healthy, the last thing they think about is their body.
They may buy a car worth millions, but think ten times to spend even a few thousands for BEING HEALTHY. This is because TO REMAIN ALWAYS HEALTHY is the last and least priority of people. However, a large market lies there.

Auto Convincing
Any change in perception has to come from within. Unless the person’s own mind says to do something he will not willingly do anything (he may do out of compulsion) and least of all about consuming HEALTH GIVING PRODUCTS. If you do hard sell to convince him, he may even harbor doubt that you are trying to push him for some gains. And he will never ever come near you. 

Smiley



Strategy for Auto Convincing
The only way is, the WAY YOU ENTER INTO HIS MIND. Presentation strategy has to be so designed to enter into his mind. First you should enter and then only the product should enter. If it is reversed, it will not serve for Auto Suggestion and later for Auto Convincing, but for suggesting only. Any suggestion is rejected most of the time.



Friends,
In the coming blogs we shall see
Presentation strategies for
Auto Convincing



Image: Ambro / FreeDigitalPhotos.net
Image: markuso / FreeDigitalPhotos.net
Image: ddpavumba / FreeDigitalPhotos.net
Image: nokhoog_buchachon / FreeDigitalPhotos.net
Image: Idea go / FreeDigitalPhotos.net
Image: jscreationzs / FreeDigitalPhotos.net

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(0)

My Sharing on MLM

10:13 PM | Labels: ,

I was a guest speaker at Universiti Utara Malaysia (UUM) / the Northern University of Malaysia. 
In my talk I shared with the undergraduates my understanding on the MLM business and the benefits that can be derived from it especially by students and fresh graduates. 

  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS
Read User's Comments(1)
Subscribe to: Posts (Atom)