strategy execution results build your brand grow your sales

Transcription

1 strategy execution results build your brand grow your sales

2 Business to Business Marketing 101 Jainita Khatri

3 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.

4 Why are we in business?

5 Core to all successful business is Sales Profit Mastering the relationship Market Share Innovation Competitive Advantage

6 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)

7 B2B vs. B2C Marketing Seller Seller Supply Chain Buyer 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

8 B2B vs. B2C Market Characteristics B2B Geographically Concentrated Relatively few buyers B2C Geographically Dispersed Mass market Product Characteristics Service characteristics Buying Behaviour Technically complex Customized Service focus Timely Availability Quick response Involvement from various functional areas Purchase decisions are performance based and rational Stable interpersonal relationships Standard Less important but this is changing Involvement of family members (personal) Purchase decisions are based on physiological /social/psychological needs Non personal relationship (but emotional connection)

9 B2B vs. B2C Channel Characteristics B2B More direct Fewer intermediaries B2C Indirect Multiple layers Promotional Characteristics Personal selling Mass media Price characteristics Competitive bidding Negotiated prices List prices or RSP

10 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

11 B2B Markets Resellers Manufacturers B2B Markets Institutions Government

12 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

13 B2B Markets Resellers Manufacturers B2B Markets Institutions Government

14 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

15 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

16 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

17 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.

18 Factors affecting the buying process Organisational Culture Buying Process Buying Situation Buying Centre

19 Organisational Culture Straight Owner dominant Progressive Collaborative Budget driven Innovative culture

20 Buying Situations New Buy Buying Situations Straight buy Modified Buy

21 The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers

22 Sales Strategies Small Sellers Key Buying Influencers Large Sellers Multilevel In-depth Selling

23 Establishing Corporate Trust and Credibility Expertise Trustworthiness Likeability

24 Trust Dimensions Transparent Product/Service Quality Incentives Cooperating Design Product Comparison Supply Chain Partnering Pervasive Advocacy

25 Factors Affecting Buyer-Supplier Relationships Availability of alternatives Importance of supply Complexity of supply Supply market dynamism

26 B2B framework for FMCG brands Product Price Consumer Demand Personal Selling Customer Service CRM Company Policies Company Culture Evaluative Criteria Communi cation Feedback Loop Customer Support Relationship Non subjective Tangible Elements Trust Intangible Elements Subjective Tangible Elements

27 B2B framework for FMCG brands Product Company Policies Price Company Culture Personal Selling Communi cation Customer Service CRM Customer Support Feedback Loop Owned by seller Consumer Demand Owned by end consumer Evaluative Criteria Owned by buyer

28 Two routes to the B2B marriage

29 Two Key Components Communication Trust

30 Happy relationship

31 Business is about action Framework and ideology Sales Targets Market Readiness Resource

32 There is only one profit centre, and that is the customer Peter Drucker Jainita Khatri Mobile: +27 (0) Twitter