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build your brand grow your sales strategy execution results
| Date post: | 20-Jan-2017 |
| Category: |
Marketing |
| Upload: | prana-business-consulting |
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build your brand
grow your sales
strategy execution results
Prana Business Consulting
A customer relationship management and marketing organization.
Good marketing brings your customers to you. It creates demand and
awareness for your product or service.
Building a strategic partnership with customers
is all about aligning and understanding goals, to
ensure a win-win scenario.
Translating ideas into action. Driving consumer delight through lively and
engaging media.
Why are we in business?
Core to all successful business is
Sales Profit Mastering the relationship Market Share Innovation Competitive Advantage
B2B Marketing Defined
• Is the marketing of products to businesses or other organisations
– for use in production of goods,
– for use in general business operations
• (e.g. office supplies)
– for resale to other consumers
• (e.g. wholesaler selling to retailer)
B2B vs. B2C Marketing
Seller
Buyer
Seller
Supply Chain
Buyer
Eg. •Eskom and City of Johannesburg •Google and “Joe’s B&B” •Coca-Cola and Pick n Pay
Eg. •Eskom,City of Johannesburg and Joe Public •Intel and Microsoft and you •Coca-Cola and Pick n Pay and you
B2B vs. B2C B2B B2C
Market Characteristics Geographically Concentrated Relatively few buyers
Geographically Dispersed Mass market
Product Characteristics Technically complex Customized
Standard
Service characteristics Service focus Timely Availability Quick response
Less important but this is changing
Buying Behaviour Involvement from various functional areas Purchase decisions are performance based and rational Stable interpersonal relationships
Involvement of family members (personal) Purchase decisions are based on physiological /social/psychological needs Non personal relationship (but emotional connection)
B2B vs. B2C
B2B B2C
Channel Characteristics More direct Fewer intermediaries
Indirect Multiple layers
Promotional Characteristics Personal selling
Mass media
Price characteristics Competitive bidding Negotiated prices
List prices or RSP
B2B Strategies
• Differ based on the industry
• Are usually unique to the buyer and seller concerned
• Are complex in nature
• In larger companies are influenced by the principles of Customer Relationship Management
B2B Markets
B2B Markets
Resellers
Institutions
Government
Manufacturers
Characteristics of Business Markets
• Fewer, larger buyers
• Close supplier-customer relationships
• Professional purchasing
• Many buying influencers
• Multiple sales calls
• Derived demand
• Inelastic demand
• Fluctuating demand
• Geographically concentrated buyers
• Direct purchasing
B2B Markets
B2B Markets
Resellers
Institutions
Government
Manufacturers
Key Account Management
• Using B2B marketing and CRM techniques to manage customer needs, develop long term mutually beneficial solutions using a combination of hard and soft skills
Top Business Marketing Challenges
• Expand understanding of customer needs
• Competing globally as China and India reshape markets
• Mastering analytical tools and improve quantitative skills
• Reinstating innovation as an engine of growth
• Creating new organizational models and linkages
• Managing B2B in an increasingly technologically driven world
Skillset in B2B Marketing
Hard Skills
• Technical knowledge
• Business knowledge
• Decision making ability
• Clear Communication
• Presentation skills
• Negotiation
Soft Skills
• Likeability
• Persuasion
• Ability to build trust
• Conflict resolution
• Tolerance for aggressive behaviour and other buyer tactics
What is Organizational Buying?
• Refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers.
Factors affecting the buying process
Buying Process
Organisational Culture
Buying Centre Buying Situation
Organisational Culture
• Straight
• Owner dominant
• Progressive
• Collaborative
• Budget driven
• Innovative culture
Buying Situations
Buying Situations
New Buy
Modified Buy Straight buy
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
Sales Strategies
Small Sellers
Large Sellers
Key Buying
Influencers
Multilevel
In-depth
Selling
Establishing Corporate Trust and Credibility
Expertise
Likeability Trustworthiness
Trust Dimensions
Transparent
Product/Service
Quality
Incentives
Partnering
Cooperating
Design
Product
Comparison
Supply Chain
Pervasive Advocacy
Factors Affecting Buyer-Supplier Relationships
Availability of
alternatives
Supply market
dynamism Complexity of
supply
Importance of
supply
B2B framework for FMCG brands
Product
Price
Consumer Demand
CRM
Customer Support
Customer Service
Personal Selling
Company Policies
Feedback Loop
Company Culture
Relationship
Trust Non subjective Tangible Elements
Subjective Tangible Elements
Intangible Elements
Communication
Evaluative Criteria
B2B framework for FMCG brands
Product
Price
Consumer Demand
CRM
Customer Support
Customer Service
Personal Selling
Company Policies
Feedback Loop
Company Culture
Communication
Evaluative Criteria
Owned by seller
Owned by end
consumer
Owned by buyer
Two routes to the B2B marriage
Two Key Components
Communication
Trust
Happy relationship
Business is about action
Framework and ideology
Market Readiness
Resource
Sales Targets
“There is only one profit centre, and that is the customer” – Peter Drucker
Jainita Khatri Mobile: +27 (0) 83 414 9796 Email: [email protected] www.pranabusinessconsulting.com Twitter ID @PranaBusCons
