and small and medium-sized businesses have newly established inside sales departments.
However, some of the people in the Inside Sales department, who are still new in Japan and have few success stories, seem to find it 's painful'.
In this article, we will delve into the reasons why inside-sales seems to be "hard." In particular, if you are in charge of sales department and marketing department management is a must read!
Is "inside sales" painful?
Inside-sales sales are conducted by internal communication such as telephone, mail and chat based on the information (leads) of potential customers acquired by the marketing department. It is a sales method that has been attracting attention in recent years, but when you search for "inside sales" on Google, you will find words that make you uneasy.
"Inside sales hard"
What appears in Google Suggest means that the keyword "inside sales hard" has been searched quite a number of times.
Em Tame! The company that operates the media also has an inside sales department, so you can clearly understand the desire to search so.
However, it's too bad for us to encourage marketing soaring that inside-sales impressions are just "hot" jobs. So, this time, I would like to delve into the causes of the "spiciness" of inside sales.
2. Inside sales will be the core of the sales organization from now on
First, let's review the background to the increasing demand for inside sales.
With the evolution of cloud technology, in Japan, "subscription type" services that use software on the cloud for a fixed fee such as monthly fees have become extremely popular. A subscription-based business model is one where users can get a stable profit by keeping the contract long even if the unit price for one user is low. In addition, many companies offer a basic service free of charge and use the "freemium" strategy to charge for advanced services in order to lower the entry barrier.
In such a business model, "to get interested customers to become a free member first" and "to shift from a free service to a paid service" are important issues. Inside sales plays a role of "growing" potential customers into actual customers by communicating with customers remotely in this business strategy.
With this background, companies that want to set up an inside sales department are very much in the market, and various tools are also being sold to streamline inside sales.
However, there have been few successful cases of inside sales in Japan, and companies that have already adopted inside sales are still in the process of trial and error. The reason why people who are engaged in inside sales feel "striking" may be because they have a strong feeling that they do not know the correct answer.
3. It is a big organizational problem to make you think that it is "scratchy"
Based on our experience in practicing inside sales, I think that the cause of the smartness” of inside sales comes not from the business itself but from the instability of the organization and system. We summarized common issues in an organization where the inside sales department is not working well.
(1) Recognition from other departments is low
For companies that previously focused on field sales (outside sales), the inside sales department may be considered as a subordinate organization of the field sales department or may be considered as a teleapo unit for the sales department. It is common.
Other departments are also considered to have a sales role, so they are misunderstood as inside sales performance = sales” and tend to see less contribution when compared to field sales.
For example, such casual words from other departments are driving inside sales .
"It's hard to call me forever" (. I think it's a tele
appointment team !?)
"Call me forever, "I
can't come to my office all day?"
(2) Can not achieve KPI and KGI
The inability to achieve KPI and KGI will cause every department to feel the difficulty of work, but in the case of the inside sales department, there is a problem that the setting is deviated from the beginning because of the newness of the work There is a case.
● Reasons I can not achieve 1: First of all, there are few leads
Getting a lead isn't a job, as the Inside Sales department is different from the Teleapo unit and the Marketing department. As an organization, if you do not have the number of leads that can achieve the KPI and KGI you set in the first place, it is natural that you can not reach your goal because there is nowhere inside sales can approach by phone or email. If you do not have enough leads, it may be better to dedicate a marketing budget for lead acquisition.
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● Reason for not being achieved 2: First of all, products with long lead times
In the first place, despite the fact that the lead time is a long-term product, do you not have KGI that immediately produces results?
Inside sales are not an immediate measure. Generally, it is said that it will take at least half a year to achieve results. Furthermore, if the product has a long lead time, the time to grow inside sales will be longer, so the time to success will be longer.
● Reason 3 can not be achieved: KPI · KGI is not the purpose in the first place
If only the number of apo acquisitions and the number of actions (calls and opportunities) are used as the indicator of inside sales, the person in charge is desperate to handle the number of calls regardless of the content and quality, and to acquire apo. As a result, the inside sales department may become a teleapo unit, or the sales may be swayed by poor quality apo and become inefficient.
Inside-sales needs a metric that was originally intended to "get a potential customer." For example, "number of status ups" and "number of ranks up". It is important to keep track of multiple KPIs in a balanced manner by combining such indicators with the number of apoons, the number of projects, and the number of orders received.
Reference:
Em Tame! In the past article "Inside sales launch early, why is a problem that" tele-apo unitize "occurs in the beginning? "
(3) The measure changes and I can not see the correct answer
Not only inside sales, but all new business divisions are common issues, but when launching a business that does not have in-house know-how, it is necessary to try in various short spans until the correct answer is found.
In order to test the hypotheses, it is also necessary to handle quantity,” but having to go through the cycle of setting up a temporary unit and handling the quantity alone is a task that requires extremely tough mental power.
In addition, there is a good side that there is no information in the company, and when you request information from outside, you can sympathize with each other and exchange information. However, because inside sales are still in its early days, there is also the problem that there is little information that is "successful" in the first place and you have to spend a lot of private time.
As you can see, it is natural for you to feel hard with the mind that you can not see the correct answer and that you can not really know what you are doing right. The ideal is to have a positive sense of "I will find the correct answer!" But in order to do so, it is essential to support the boss and the surroundings.
(4) The ratio of people in field sales and inside sales is biased
If the ratio of inside sales to field sales is too biased, it may not be possible to successfully implement the measures.
A company with a successful inside sales team seems to have teamed field sales and inside sales 1: 1. By doing so, the PDCA can be exchanged daily between the teams, and by exchanging information with other teams, it seems that the success know-how can be quickly accumulated.
At the start of the department, I often hear that only one or two inside sales people say, but there are cases where it is difficult because there is only one person.
(5) Itami of sales and marketing department
Inside Sales is a department that bridges the sales department and the marketing department to maximize results.
Therefore, in the launch period, segment items for selecting leads must be linked with marketing measures, and sales must be combined with good quality apo conditions and customer tracking methods.
However, there are times when you think that any department can not afford to maximize the results of its own department. Because inside sales are intermediate organizations, it takes a lot of time to put together and often suffer from both claims.
(6) Tools for efficiency improvement are not introduced
In general, inside sales require tools such as MA, SFA, and online opportunities.
As mentioned earlier, the launch side of the inside sales department is often organized with a small number of people, but we often hear that the tools for efficiency can not be easily introduced due to the small number of organizations. If the tool is not introduced, there is only "do your best" with manpower no matter how long, and the time until the effect comes out naturally becomes long.
4. How to solve?
In summary, it can be understood that the cause of inside sales hard” is a difficult problem.
However, as we all know, if you have been involved in a new business, the most effective way to solve these problems is to "get results."
And, in order to ensure that the inside sales representative can cite the results, it is essential to understand the superiors and the organization.
To that end, it is important for the top of the organization and the management personnel to understand the necessity and importance of inside sales well and to keep them informed to the whole organization many times carefully.
In content marketing, we will introduce the mechanism for finding potential customers.
What information is useful to the user? What content do you need? How is the content management system? We deliver information that answers common questions of content marketing!
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Pros and cons of creating videos with crowdsourcing
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While the needs for using videos such as advertisements, sales tools, and in-house training have increased, the number of clients making video productions is also diversifying.
As in the past, it is not the only way to request an advertising agency, but recently more and more people are using crowdsourcing to request production companies and freelancer video creators to produce videos.
This time, let's introduce the features of each video production client and the advantages and disadvantages you want to know when using crowdsourcing.
1. Know where to request video production
I think that there is not much to deal directly with video production companies for general companies. That's where they come in: requests” that introduce you to a production company, or control in between.
The clients can be roughly divided into three categories: advertising agencies, web production companies, and crowdsourcing.
Advertising agency
Professionals in video production, mainly advertising. The famous video creators and the appointment of talents and celebrities are also led by advertising agencies, and they support high quality video production.
In addition, I am also good at media mixes linked to multiple media such as newspapers, magazines, and the Web as well as videos. Therefore, production costs tend to be high.
Web production company
If the main thing is video production to be uploaded to websites and SNS, it is best to consult a web production company. Depending on the purpose of the animation, such as in-house training and sales tools as well as advertising, we can respond flexibly.
However, since the main business is web production, quality may not be secured if the company has little experience in video production and know-how. Also, since most companies outsource, there is one side that costs are high.
Crowdsourcing
It is a service that connects with a client through a website that many video creators register. We respond to a variety of video production according to the client's purpose, quality request and needs.
In crowdsourcing services, there are services provided by the operating company as a point of contact, and services in which the client mainly interacts with the production company are available.
2. Advantages of Asking Crowdsourcing for Video Production
Of the three types of clients listed above, the use of crowdsourcing has recently increased. The reasons are summarized in the following benefits:
-
(1) The production cost can be reduced
There are many creators not only corporations but also individual image creators, and they can produce videos at a reasonable cost compared to asking companies such as advertising agencies and web production companies.
-
(2) We can cope with various video production
As video creators with various achievements and backgrounds are registered, creators who are good at the client's purpose (advertisement, company guidance, human resource development, etc.) will handle the production.
-
(3) Short delivery time also possible
With regard to delivery time, you can select a video creator according to the client's convenience, so it will respond more quickly and flexibly than advertising agencies and web production companies.
3. Disadvantages of requesting crowdsourcing for video production
While there are benefits, you should be aware of the following when using crowdsourcing:
-
(1) There is a difference in quality
In addition to differences in the skills of creators, in crowdsourcing where orders are made on a one-by-one basis, the same producers may not handle the next work again, which may lead to differences in overall video quality.
-
(2) It is difficult for detailed requests to be transmitted
Communication with video creators is mainly by phone and email, and there are few direct meetings and talks. Because of this, it is difficult to convey detailed nuances and requests, and the video may not complete according to the image.
-
(3) Intermediate margin occurs
Crowdsourcing services, in which the operating company provides window support, incur a fee under the name of the introduction fee or support fee for creators. It will be higher by the middle margin than direct trading.
4. Summary
You may be considering crowdsourcing to reduce video production costs.
However, what is important is the purpose of "what is the purpose of making video?" Emphasis on cost not much at the expense of quality, as a result, if you can not achieve your goal, you will end up falling at the end of the day.
Among consumer attitudes towards a purchase, mass advertisements such as television commercials often contribute to early stages of attitude change, brand recognition, etc. There are many cases, and the final goal We have made it difficult to elucidate the causal relationship between sales that is a major factor in sales. Among various influencing factors such as over-the-counter promotion/price, season, competitors' movements, can we measure the effect of the only advertisement?
Remove the non-advertising influencing factors and make appropriate measurements
The most important point in evaluating the impact of advertising on sales is to eliminate factors that affect sales other than advertising. In the conventional advertisement effectiveness measurement, based on data such as "Sales of ○% in the month when advertisement was submitted", "A person who saw the advertisement purchased ○% purchased", evaluation of the influence on sales I often do. In this case, it is a big issue that you can not remove "selling even without advertisement". We have overestimated the effectiveness of advertisements including 'selling even without advertisements'.
Nomura Research Institute scientifically evaluates the effect of advertisement on sales using the search method called single source data. Single source data is a survey of media contacts, purchase intentions and actual conditions of products, etc. for the same survey target, and it is necessary to change attitudes of the same person before and after the presence or absence of contact with the media By looking at it is a way of measuring the true advertising effectiveness of each media.
People who touched the TV commercial increased the proportion of purchasing target products from 21.4% to 24.9%. This increment of "+ 3.5%" is an increment of purchase due to contact of the television commercial, originally evaluated except for the ratio of 21.4% purchased before contacting the television commercial.
Improve sales, and what will eventually change?
In this e-mail magazine, I have told you
that "
We should target sales and cash flows rather than standards and targets for sales, " but we
do not assume that we should neglect sales.
In order to survive the company, the cash deposit is necessary for the management to be relieved, and in order to
continue to increase the cash deposit, first, profit is necessary.
It is not a matter of how much sales and how much profit it is,
it is
important to have a viewpoint on how to structure sales, in order to leave any profit .
So, under this premise, how should you think about sales?
Sales = unit price × number
Sales will eventually be paid by the customer of the company, which will remainas a profit and cash deposit.
Sales are the most important factor for a company, and it is the life activity itself of a company.
In corporations, it is important to set sales targets for
businesses, sales targets for shops and products, and sales targets for each employee while disassembling sales into purchase unit price and purchase number and adding repeat number (rate) to
it It is well done.
However, it is
difficult to judge whether the aimed targets are really appropriate .
Apart from the viewpoint of unit price x number,
it is necessary to think about the factor of fluctuation in sales with a view that another thing can be changed from own company .
It is a
clue to improve and improve grasping the response to the established goal by thinking about factors that cause fluctuations in sales at their own company .
What are the five sales variation factors?
1. It is a mono
item or service to sell .
It is
important to think about not only the products and services that are present but also things about future products and services .
2.
Person to sell It is a viewpoint as to whether the seller can stay as it is.
For 30% and 33% of sales closing rates, for sales representatives, only 3% difference,
10% difference as new sales acquisition is a big difference for management.
I will understand this and
think about "Will you concentrate on a good customer," "Human ability to raise it up", "Which is totally different person in charge?"
3. Where to
sell It is a place to sell .
Consider not only the location of the store and the exhibition hall but also what type is better , such as store type, event type or visiting type, or the Internet.
4. When to sell
When to sell, is how to take the timing.
5. How to sell It is about
marketing and customer service method.
We are asked to
establish and
improve the flow that will not stop customers from knowing more about their products and services and also the flow until they are linked to sales .
Basically, this is only 5 items.
Depending on the company, 'selling price' enters, but in small and medium-sized enterprises, the
right to decide the price is very limited, so change the
five items rather than think as "change the price to sell" , the value of the whole goes up As a result,
it is more practical to improve the unit price .
You do not have to think about the price to sell from the beginning.
Please consider whether there is something you can change for each item about your company .
Improvement plan will come up with a little head arrangement.
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First of all, why is brand important for companies? How should we tackle brand building? And what is brand · Japan survey on how you perceive brands? It is a recommendation from five brand · Japan planning committee. The first tip is from David A. Arker, a special adviser.
Brand building the strongest prescription under the low growth era
Mr. David A. Arker continuing to give deep remarks as a special adviser to the planning committee for a long time from the planning of Brand Japan has sent messages from Japan and San Francisco to the Japanese people involved in brand building It was.
Brand building is the strongest prescription in the age of low growth and it is necessary to overcome "isolation and competition" due to the "silo" (vertically divided) problem with "cooperation and communication" in order to push the approach, It is Yale to brand representative. Please have a look.
This video letter was screened at the beginning of the seminar of "How to bring innovation to create the top brand seminar brand seminar 15th anniversary issue of" Brand Japan "(held on April 17, 2015).
The true value of inner branding and brand loyalty
I am appointed as a corporate brand owner, but I do not know what to do from hand. I know the importance of making brands, but I do not know how to involve all employees. I think that improvement of brand power is indispensable for improving profit, but its importance was neglected, budget of brand building was cut by the weak performance of company. I do not think there are many brand staff who have such troubles.
To these concerns, Mr. Aaker will send frank advice. Inner · branding (in-house awareness reform) is an important initiative that plays the core of brand building, and that there are two challenges to be challenged. When performance is sluggish, it is necessary to look towards brand loyalty. Mr. Aaker warms his speech.
From the future of digital utilization and brand building
Ale from Mr. Aaker concludes with two topics that are indispensable for thinking about future brand building.
The first topic is about the utilization of "digital" whose importance is increased further in the future. While discussing the possibilities from the four perspectives, discussions that return to essence are essential when considering the utilization of the media as "the discussion on what kind of media should be used is not very important" Just in case.
The second topic is how the environment surrounding the "brand" changes in ten years. We will list three points of change in the consumer trend that can occur in the future and introduce the points to pay attention to in order to promote brand building from that point of view.
<Explanation>
Let's concretely look at the formulation of the marketing strategy that Company A conducted against the "six processes" mentioned at the beginning.
<Analysis of Information>
(1. Marketing Environment Analysis 2. Identification of Marketing Tasks) When
we analyze the environment of Company A, internally there is the advantage of "community-based type", on the other hand, It is inferior to the scale and the number of stores ".
As a result, we have concluded that there is no way to survive if competing bargain sale with major companies in the current situation, and should be differentiated on their own lines.
Marketing challenges are "improving profitability".
<Drafting strategy>
(3. Selection of target market 4. Positioning 5. Optimization of marketing · mix)
Company A's attention as a segmentation is the elderly who targeted the area around the store.
In the case of the form of selling at a store, it is necessary to come to the shop by all means, but by putting emphasis on direct visit and delivery service, repair and maintenance, we decided to establish the image of the electric shop that is reliable at the time of emergency .
Also, as sales volumes at stores are expected to decline, we have also decided to focus on mail order through the Internet.
As a result, it became possible to put only a minimum number of personnel in the store, and it became unnecessary to carry stock carelessly.
It became possible to correspond to the elderly in the area by the catalog, and to the far side by the net.
<Execution>
(6. Formulation of execution plan) In
executing the marketing strategy, we decided to make effective use of existing resources without cost as much as possible.
For example, we minimize the number of personnel in the store and put our efforts into visiting sales.
Instead of reducing inventory management costs, it will be turned to Internet-related expenses such as web sites and sales systems, and so on.
In addition, we are changing not only the number of sales as we have hitherto but also the checking system, such as setting the final profit margin as the target.
【Analysis Planning and Execution Process】 In
developing a marketing strategy, it was necessary to go through processes of analysis, planning, and execution.
Then, in the end, we will explain each process in detail.
Although the final conclusion differs depending on industry type, scale, environment, market, there is no big difference in the process to be done at the time of strategy formulation.
Let's understand firmly so that it can actually be applied.
<1. Marketing Environment Analysis> In environmental analysis of
marketing, it is important to organize the opportunities and threats in the market, to grasp their strengths and weaknesses, and to lead to a comprehensive strategy.
As a framework you can take advantage of SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) .
Furthermore, we will calculate the problem from the analysis result.
Marketing strategy formulation process
<2. Identification of marketing tasks> After
marketing environment analysis, let's clarify the "problem identification" on what kind of problem you want to solve by marketing before conducting detailed analysis.
I think whether it can be judged comparatively easily if you confirm the company's strengths and weaknesses revealed by environmental analysis, or opportunities and threats in the market.
In doing so, if it turns out that there are multiple issues to be addressed, let's not forget to give priority.
Otherwise, when judging what to prioritize, the recognition of individuals will be blurred, making it difficult to obtain the desired result.
It is important to share ideal goals across the company in order to ultimately execute and achieve results.
Marketing is not done by some people alone, is it?
Marketing will start from the market or customers.
On that assumption, no matter how good the product or manufacturing/development technology you have, you can not start to make products and services suddenly.
In order to properly approach markets and customers, it is necessary to take steps to analyze information, to plan and execute, and to execute.
As in the past, like a factory like "You can sell if you make good goods and services" "It will be purchased if you gain awareness," "You will be chosen better than others if you know the goodness", or from a supplier-oriented perspective , We can not do business activities that produce results.
It is a contemporary feature that the market is saturated, and things and services are overflowing.
That's why we need marketing.
The concrete process of marketing is classified into the following six.
<Process for developing marketing strategy>
1. Marketing environment analysis
2. Identification of marketing issues
3. Selection of target market
4. Positioning
5. Optimization of marketing · mix
6. Formulation of the execution plan
Thinking about in a big framework, "1. Marketing environment analysis", "2. Identification of marketing task" is the stage of analyzing information, "3. Target Market Selection", "4. Positioning", "5. Marketing · Mix optimization "is a planning plan, and" 6. Execution plan formulation "is the execution phase.
Comment on the individual elements will be done in the second half, so please first grasp the general flow.
【Example】
Let's deepen our understanding of the marketing strategy formulation process through concrete examples.
Why do you have to go through six steps? "" What kind of things can be obtained in each process? "
<Example>
A, a medium-sized home electronics mass merchandiser, is a long-established store that has been in operation for more than 50 years since its establishment, but management is under pressure due to the recent expansion of large stores.
Just simply selling excellent household appliances announced by Japanese manufacturers at retail prices as they are is no longer able to compete with major players who are planning to use thin economies using the economies of scale .
In order to overcome this situation, Z, the founding president, decided to change the fundamental policy on sales strategy.
In the way it used to be, it is inevitable that it is inevitable that it will become dilapidated anyway.
However, I am just holding a head on what kind of sales strategy should be implemented.
Without a specific strategy, time alone will pass.
Well, there was a proposal as to whether to adopt marketing theory from Y employee.
Mr. Y is a one-time sales clerk in the store, but it is a fierce employee who always achieves the goal every week.
Especially, it was highly appreciated by the company because it has a reputation for recommending products to regular customers, and has achieved a sure result even with a small number of visitors.
According to Y's proposal, in order to break through the current situation, it is necessary to formulate a marketing strategy from the beginning.
It takes time.
As a result, the surroundings showed a bad color, but the president of Z who was seeking a fundamental policy change decided to accept the proposal.
Either way, it is clear that the business performance of the company is getting worse as it is.
When deciding the marketing strategy, I decided to do it with the flow of information analysis, strategy planning, execution plan.
It certainly took a while, but in the coming months it was able to properly reflect the strengths not found in other companies, and the company was also brisk.
The marketing strategy of Company A is still to come, but it is a result that we can see a glimpse of the effect.
Let's further deepen our understanding of the meaning or necessity of marketing through examples.
<Example>
Mr. A working as a salesperson at a major insurance company had a headache in sharply reducing the number of sales in recent years.
Even though we could easily get large contracts by simply opening up business to a factory or a factory, in modern times, no matter how many companies or factories we were going through it was quite successful not.
Moreover, the pressure from the company is getting stronger.
If the results worsen like this, it will hurt your life.
So Mr. A decided to listen to Mr. B, a former colleague who switched to an Internet life insurance company F.
F company is a fast-growing company, despite being a start-up company, in the last few years it has not quite closed to other life insurance companies.
Perhaps I thought that the mainstream of future insurance would be the net, and decided to explore the reasons for good performance.
Mr. A who is listening to the secret of popularity of F company in a straightforward way with a public talk.
So it was the word "marketing" that jumped out of Mr. B's mouth.
Mr. B: Actually, in fact, the fact that the insurance industry is suffering in recent years is a fact. Everywhere the performance is sluggish is the same. In our case, I think that being able to contract on the net is only an element to the last. Besides that, I think that it is important that the idea such as "what customers are seeking" and "what kind of products can be provided for the demand" is fundamental. In other words, it is marketing. I want to sell "I want to sell", it is not time to buy.
<Comment>
Indeed, the characteristic of F company is that it is possible to contract for life insurance on the Internet, but in fact, because the precise marketing was carried out, performance was upward.
Mr. A did not notice the point and he thought that it was easy to say, "Can you sell it if you sell on the Internet?"
However, it was admonished by Mr. B.
From now on, as a strategy that Mr. A can take, it is likely to select the target customer and provide the optimal product according to the wants (desire) while exploring the needs (necessary).
Alternatively, if marketing is difficult on an individual basis, you can appeal the necessity to the company.
One proposal is that the Internet can be utilized for young people.
【Difference between "Needs" and "Wants"】 It
is about the difference between the need (needs) and the desire (wants) , which is important in understanding marketing .
Although each nuance is similar word, when thinking about approach to a customer, it is impossible to build a correct strategy without being able to say the difference between them.
Here again, let's grasp the difference between the two.
<Needs (needs)>
Humans are constantly looking for something.
It depends on time and occasion, but if you are thirsty you will want water, and if you get hungry you will ask for food.
In addition to such physiological necessity, we may ask for brand products because they are "owned by everyone" and sometimes ask for "to live more conveniently" cars I guess.
As you can see, the need for feelings rooted in the necessity of human beings is their needs.
The characteristic of needs is that the objects are not necessarily individual specific things.
Just because you are thirsty does not necessarily mean that water is necessarily.
Some people want juice and coffee.
In business, it is important not to pay attention only to the customer's superficial needs, but to dig further.
What is marketing?
<Wants (Wants)>
On the other hand, wants is the desire that arises when the needs are materialized as real products.
Water and coffee for the thirsty needs and bread and rice for the needs of being hungry.
By firmly grasping customer needs, we will be able to provide more optimum wants.
However, what is subject to Wants is not necessarily an existing product.
There are many things that products that make use of new technologies that we have not seen yet stimulate customers' wants.
That is why companies are announcing new products one by one, and the pursuit of Wants is a factor that exerts a great influence on the competitiveness of companies.
What is marketing?
【Summary】
· Age when modern can not be sold simply by making products and services
· "customer thinking" is important rather than "seller thinking"
· marketing starts from "customers"
· customers "needs (needs)" The one that embodied it and "Desire (Wants)"
What is included in the value of the brand?
Functional value / emotional value
People try to purchase something to get some sort of value. People who triggered purchasing are people, feeling the functional value for the function and use of the product, leading to purchase, expecting the emotional value obtained by purchasing it There are also people to purchase. Or you will buy only with inspiration that came with Vivibbi when you saw the product.
However, it is the minimum standard that most of the consumers are cleared of the technology and the function. At the present time when the functional value is side by side, many purchase decisions are made by their emotions and inspiration It is getting. In other words, the ratio of brand value is increasing.
Image that affects decision making
It is the brand power of products and companies that greatly influences purchasing decisions based on emotions and inspiration. The minimum condition as a brand is to have a "good" image. Even if the function of the product service is excellent, if the image of the company is not good, it is consumer psychology that you do not want to buy products of such a company. For example, if you are a restaurant, do not you think you will go to the shop if it is bad customer service even at shops that serve delicious cuisine? In the service industry you will find out how important it is to have a "good" image as customer service is important.
A good image is the minimum condition as a brand. What is further needed is a "strong" image. If you have an intense image that is easy to remember, the probability that the product will be chosen will be high. In addition, it is also necessary to have an original image. Even if there is a strong image that can be repeatedly remembered, if there is one of several options that person imagines, then there will be as many products as there are probabilities that their products will be chosen. In such a case, there may be price competition. It is important to have an original image of "this is different" and to differentiate.
Branding is beneficial not only for companies but also for consumers. The most beneficial of that is that you can avoid risks.
Consumers have various risks when purchasing goods. For example, there are too many risks such as using money and using time. If consumers already know the brand and knowledge of the quality and value of the brand in advance, you will have a guarantee to a certain extent. Therefore, you can reduce the risk of purchasing.
For example, if you bought a brand that you have purchased before, you will feel comfortable that you will not offer bad products or services. Furthermore, as a merit of the brand, possession of a brand as a status leads to having a sense of satisfaction and superiority.
According to Professor Keller, a leading brand theorist, there are six consumer risks in purchasing behavior:
1, functional risk
If the purchased product does not fulfill the expected performance or function, it becomes a risk. There is also a risk that there is no function thought to be equipped.
2, Physical risk
It is possible that the purchased product may harm the health and the body of the user and the surrounding people. There is a risk to the body by actually using it.
3, financial risk
There is a possibility that the purchased product may not be worth the amount paid for the purchase. There is a risk that there is no loss on the amount paid.
4, social risk
There is a risk that the purchased product may cause annoyance to the surrounding people and society.
5, psychological risk
The possibility that products purchased will adversely affect mental and psychological such as regret and stress will be considered as a risk.
6, time risk
There is a risk of opportunity costs of having to look for other products if you think that you have failed for the purchased product.
Branding is beneficial not only for companies but also for consumers.
The most beneficial of that is that you can avoid risks.
Consumers have various risks when purchasing goods. For example, there are too many risks such as using money and using time. If consumers already know the brand and knowledge of the quality and value of the brand in advance, you will have a guarantee to a certain extent. Therefore, you can reduce the risk of purchasing.
For example, if you bought a brand that you have purchased before, you will feel comfortable that you will not offer bad products or services. Furthermore, as a merit of the brand, possession of a brand as a status leads to having a sense of satisfaction and superiority.
According to Professor Keller, a leading brand theorist, there are six consumer risks in purchasing behavior:
1, functional risk
If the purchased product does not fulfill the expected performance or function, it becomes a risk. There is also a risk that there is no function thought to be equipped.
2, Physical risk
It is possible that the purchased product may harm the health and the body of the user and the surrounding people. There is a risk to the body by actually using it.
3, financial risk
There is a possibility that the purchased product may not be worth the amount paid for the purchase. There is a risk that there is no loss on the amount paid.
4, social risk
There is a risk that the purchased product may cause annoyance to the surrounding people and society.
5, psychological risk
The possibility that products purchased will adversely affect mental and psychological such as regret and stress will be considered as a risk.
6, time risk
There is a risk of opportunity costs of having to look for other products if you think that you have failed for the purchased product.
چگونه یک طرح کسب و کار برنده بنویسیم
توسط استنلی آر ریچ و دیوید ای. گامپرت
از مجله (مه 1985)
توییت
پست
اشتراک گذاری
صرفه جویی
خرید کپی
چاپ
https://vazeh.com/n16038195/%D9%86%D9%88%D8%B4%D8%AA%D9%86-%D8%B7%D8%B1%D8%AD%C2%A0%D8%AA%D9%88%D8%AC%DB%8C%D9%87%DB%8C-%D8%A8%D8%B1%D8%A7%DB%8C-%D8%AB%D8%A8%D8%AA-%D8%B4%D8%B1%DA%A9%D8%AA-%D8%A7%D8%B3%D8%AA%D8%A7%D8%B1%D8%AA%D8%A7%D9%BE
طرح کسب و کار، کارآفرین را در فرآیند سرمایه گذاری می پذیرد. بدون برنامه ای که از قبل ارائه شده باشد، بسیاری از گروه های سرمایه گذار حتی اجازه مصاحبه نمی دهند. و اگر بخواهد صندوق های سرمایه گذاری را به دست آورد، این طرح باید برجسته باشد.
با این حال، بسیاری از کارآفرینان همچنان بر این باورند که اگر تله موش بهتری بسازند، جهان مسیری را به درب آنها خواهد زد. یک تله موش خوب مهم است، اما تنها بخشی از مقابله با چالش است. همچنین تامین نیازهای بازاریابان و سرمایه گذاران مهم است. بازاریابان می خواهند شواهدی از علاقه مشتری و یک بازار قابل دوام ببینند. سرمایه گذاران می خواهند بدانند چه زمانی می توانند پول نقد کنند و پیش بینی های مالی چقدر خوب است. نویسندگان با تکیه بر تجربیات خود و انجمن شرکت فناوری ماساچوست، به کارآفرینان نشان میدهند که چگونه برنامههای تجاری متقاعدکننده و برنده بنویسند.
یک طرح کسب و کار جامع و با دقت فکر شده برای موفقیت کارآفرینان و مدیران شرکت ضروری است. چه در حال راهاندازی یک کسبوکار جدید باشید، چه به دنبال سرمایه اضافی برای خطوط تولید موجود باشید یا یک فعالیت جدید را در یک بخش شرکتی پیشنهاد دهید، هرگز با تکلیف نوشتن چالشبرانگیزتر از تهیه یک طرح تجاری مواجه نخواهید شد.
فقط یک طرح خوب و بسته بندی شده می تواند سرمایه گذاری و حمایت لازم را برای ایده شما جلب کند. باید شرکت یا پروژه پیشنهادی را به طور دقیق و جذاب توصیف کند. حتی اگر موضوع آن یک هدف متحرک است، برنامه باید وضعیت فعلی شرکت یا پروژه، نیازهای فعلی و آینده مورد انتظار را به تفصیل شرح دهد. شما باید نیازهای منابع جاری و در حال تغییر، تصمیمات بازاریابی، پیش بینی های مالی، تقاضاهای تولید و نیازهای پرسنل را به شیوه ای منطقی و قانع کننده ارائه و توجیه کنید.
از آنجایی که آنها برای جمعآوری، سازماندهی، توصیف و مستندسازی بسیار تلاش میکنند، جای تعجب نیست که مدیران گاهی اوقات اصول را نادیده میگیرند. دریافتیم که مهمترین آنها انعکاس دقیق دیدگاه های سه حوزه انتخابیه است.
1. بازار، شامل مشتریان، مشتریان و کاربران فعلی و بالقوه محصول یا خدمات برنامه ریزی شده.
2. سرمایه گذاران اعم از منابع مالی یا سایر منابع.
3. تولیدکننده، خواه کارآفرین یا مخترع.
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بسیاری از طرحهای تجاری صرفاً از دیدگاه حوزه انتخابیه سوم - تولیدکننده - نوشته میشوند. آنها فناوری یا خلاقیت محصول یا خدمات پیشنهادی را با عبارات درخشان و طولانی توصیف می کنند. آنها از حوزههایی که به سرمایهگذاری قابلیت مالی آن را میدهند - بازار و سرمایهگذار - غفلت میکنند.
مورد پنج مدیر اجرایی را در نظر بگیرید که به دنبال تأمین مالی برای تأسیس شرکت مشاوره مهندسی خود هستند. آنها در طرح کسب و کار خود، ده ها نوع خدمات تخصصی مهندسی را فهرست کرده و رشد سالانه فروش و سود آنها را 20 درصد برآورد کردند. اما مدیران مشخص نکردند که مشتریان بالقوه آنها واقعاً به کدام یک از خدمات پیشنهادی نیاز دارند و کدام یک سودآورتر است. آنها با غفلت از بررسی دقیق این مسائل، این احتمال را که بازار ممکن است برخی خدمات را که در بین دهها فهرست ذکر شده نمیخواهد بخواهد نادیده گرفتند.
علاوه بر این، آنها نتوانستند قیمت سهام جدید یا درصد در دسترس سرمایه گذاران را نشان دهند. پرداختن به دیدگاه سرمایه گذار مهم بود زیرا - حداقل برای یک سرمایه گذاری جدید - حامیان به دنبال بازدهی 40٪ تا 60٪ سرمایه خود هستند که سالانه ترکیب می شود. نرخ رشد فروش و سود مورد انتظار 20 درصد نمی تواند بازده لازم را فراهم کند مگر اینکه بنیانگذاران سهم قابل توجهی از شرکت را واگذار کنند.
در واقع، مدیران فقط دیدگاه خود را در نظر گرفته بودند - از جمله خدمات شرکت جدید، سازماندهی و نتایج پیش بینی شده. از آنجایی که آنها به طور قانع کننده ای نشان نداده بودند که چرا مشتریان بالقوه خدمات را می خرند یا سرمایه گذاران چگونه بازده مناسبی را کسب می کنند (یا چه زمانی و چگونه می توانند پول نقد کنند)، طرح تجاری آنها فاقد اعتبار لازم برای جمع آوری وجوه سرمایه گذاری مورد نیاز بود.
ما هم در ارزیابی طرحهای تجاری و هم در سازماندهی و مشاهده ارائهها و پاسخهای سرمایهگذاران در جلسات انجمن شرکت MIT تجربه داشتهایم. ما بر این باوریم که برنامه های تجاری باید به طور قانع کننده ای با ملاحظات بازاریابی و سرمایه گذار مقابله کنند. این مطالعه آن ملاحظات را شناسایی و ارزیابی میکند و توضیح میدهد که چگونه میتوان برنامههای تجاری را برای ی آنها نوشت.
انجمن سازمانی MIT
تحت نظارت انجمن فارغ التحصیلان موسسه فناوری ماساچوست در سال 1978، MIT .
بر بازار تاکید کنید
سرمایهگذاران میخواهند پول خود را به جای شرکتهای مبتنی بر فناوری یا خدمات، در بازار محور قرار دهند. پتانسیل بازار، فروش و سود محصول بسیار مهمتر از جذابیت یا ویژگی های فنی آن است.
شما می توانید با نشان دادن سود کاربر، شناسایی علاقه بازار و مستندسازی ادعاهای بازار، دلیل قانع کننده ای برای وجود یک بازار خوب ایجاد کنید.
نشان دادن سود کاربر
نادیده گرفتن این مفهوم اساسی حتی برای متخصصان نیز آسان است. در یک جلسه انجمن سازمانی MIT، یک کارآفرین بخش اعظم دوره 20 دقیقه ای ارائه خود را صرف تمجید از فضایل محصول شرکت خود کرد - ابزاری برای کنترل جنبه های خاصی از فرآیند تولید در صنعت نساجی. او با برخی پیشبینیهای مالی بهعنوان پنج سال آینده به پایان رسید.
اولین پانلیست که به طرح کسب و کار واکنش نشان داد - یک شریک در یک شرکت سرمایه گذاری خطرپذیر - در مورد چشم انداز شرکت برای به دست آوردن وجوه سرمایه گذاری کاملاً منفی بود زیرا، به گفته او، بازار آن در یک صنعت رکود بود.
یکی دیگر از اعضای میزگرد پرسید:
"چقدر طول می کشد تا محصول شما هزینه خود را با کاهش هزینه های تولید بپردازد؟" مجری بلافاصله پاسخ داد: "شش ماه." دومین میزگرد پاسخ داد: "این مهمترین چیزی است که امشب گفتی."
سرمایه گذار خطرپذیر به سرعت نظر اصلی خود را تغییر داد. او گفت که تقریباً از یک شرکت در هر صنعتی حمایت می کند اگر بتواند چنین مزیت کاربر مهمی را ثابت کند - و در رویکرد فروش خود بر آن تأکید کند. به هر حال، اگر محصول هزینه مشتری را در مدت شش ماه پس دهد، پس از آن زمان اساساً پول چاپ میکند».
سرمایهدار خطرپذیر میدانست که ابزارها، ماشینآلات و خدماتی که در کمتر از یک سال هزینه پرداخت میکنند، خریدهای اجباری برای بسیاری از مشتریان بالقوه هستند. اگر این دوره بازپرداخت کمتر از دو سال باشد، خرید احتمالی است. بیش از سه سال، آنها از محصول پشتیبانی نمی کنند.
پانل MIT به کارآفرین توصیه کرد که طرح کسب و کار خود را به گونه ای تغییر دهد که بر دوره بازپرداخت کوتاه تاکید کند و بحث خودسرانه در مورد نوآوری محصول را کم اهمیت جلوه دهد. مجری این توصیه را پذیرفت و طرح را با عباراتی به راحتی قابل درک بازنویسی کرد. شرکت او خیلی خوب کار می کند و از یک شرکت فناوری محور به یک شرکت بازار محور تبدیل شده است.
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