The mid-career lady turned, looked at me wide-eyed and asked "WHO is this fellow? Is he really their employee or senior officer?" Ouch & SO UGLY!!!
You know, I really love the part of what I do where I groom ppl who are new in their positions, because of the joy it brings when they become successful from applying their new knowledge. So, I had partnered with a newbie to show her the ropes. We had paid to attend a formal training session and while the substance was excellent, the delivery was quite remarkably shocking!
The trainer knew the subject matter well but was sooooooo unprofessional in his awkward attempts to bond with the participatns - using foul language, crude phrases, boasting, talking down etc. to project himself as a 'regular' guy. Sadly, he forgot his role and context. Yes, I've seen this before: there was this other trainer who insisted that her classes call her 'sister', and had to endure her singing to them as well. SIGH. Neither of hese trainers put their professions first and (knowingly or not) were plain ego-tripping. :(. Both had been hired by very prominent companies to groom their ppl and OMG! had become confused about their WHY and HOW.
Hmmmmm. Guess what folks? That is one of many key differences between subject matter experts and Certified Professional Trainers (CPT's). CPT's know that our roles are to be warm, friendly, and nurturing, but never personal. No inappropriate words, gestures, or behaviors represent any company to its best advantage.
A company's points of engagement with customers is critical to how that company is perceived. Sales may still take place,, but profitability becomes compromised when representatives are unable to see themselves as projecting a brand. This is true (and even more critical) for sole proprietors who have a Brand Essence to capitalize on.
Here's where personal branding becomes an essential part of sustainable profitability - it is even more reliable than an image or credentials. Personal branding is about what ppl experience over time and includes a multitude of areas. It is a very satisfying area for me to coach ppl in and be a witness to the transformation they achieve for themselves!
Do you know someone who'd benefit from coaching in personal branding to achieve their business goals? Please have them call me at +603-21697704 or email evelyn@atheneumgroup.net.
BRING ME THE BRAND & I'LL INCREASE ITS PROFITS!
Showing posts with label profitability. Show all posts
Showing posts with label profitability. Show all posts
Monday, July 25, 2011
Sunday, May 29, 2011
Service culture? It's a MUST!
"I'm sorry we cannot process your order" he said with- would you believe - a smile??? Aaargh! I nearly choked at his incompetence!!!!! Did his supervisor know he was turning a sale away?
There we were, my friend and I, finally making it to the store amidst her ever so busy schedule. She really, really wanted the package deal and try the products asap and was SO excited that THIS was going to be THE day!! So we did whatever was necessary and sauntered up to the counter, completed forms in hand. That's when he dropped his bombshell. No sale? His 'reason' ws that they didn't have any more stock. Duhh!
Well, my friend was not giving up after all her anticipation; we didn't take NO for an answer and merely went to a different section of the store to try her luck there. Sure enough, this time her order was taken (though not filled) and she would be sent the products when they came in. Now that is proper customer service. True, it spoke well for the products that they were in such great demand that exceeded supply, but the counter clerk wasn't linking his response to profitability. And you know what? This was at the store of a huge, global market leader with a superbrand reputation - fancy that!
Had the company become complacent? Was the staff member incompetent, Were they focusing on products over service? It could have been any of the reasons or even all of them. But the reality is, excellent products can still lose out to a similar offering on the market if customers become displeased.
How can you avoid this in your business? Getting feedback from mystery shoppers is helpful so are surveys that reward customers for their time and input. BUT to be effective the feedback has to be tied in with managing the performance of delivery channels. I'd be glad to help you plan something that boosts your brand in the eyes of your customers and keeps them loyal to you. Like that? Just call me on +603-21697704!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
There we were, my friend and I, finally making it to the store amidst her ever so busy schedule. She really, really wanted the package deal and try the products asap and was SO excited that THIS was going to be THE day!! So we did whatever was necessary and sauntered up to the counter, completed forms in hand. That's when he dropped his bombshell. No sale? His 'reason' ws that they didn't have any more stock. Duhh!
Well, my friend was not giving up after all her anticipation; we didn't take NO for an answer and merely went to a different section of the store to try her luck there. Sure enough, this time her order was taken (though not filled) and she would be sent the products when they came in. Now that is proper customer service. True, it spoke well for the products that they were in such great demand that exceeded supply, but the counter clerk wasn't linking his response to profitability. And you know what? This was at the store of a huge, global market leader with a superbrand reputation - fancy that!
Had the company become complacent? Was the staff member incompetent, Were they focusing on products over service? It could have been any of the reasons or even all of them. But the reality is, excellent products can still lose out to a similar offering on the market if customers become displeased.
How can you avoid this in your business? Getting feedback from mystery shoppers is helpful so are surveys that reward customers for their time and input. BUT to be effective the feedback has to be tied in with managing the performance of delivery channels. I'd be glad to help you plan something that boosts your brand in the eyes of your customers and keeps them loyal to you. Like that? Just call me on +603-21697704!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Sunday, August 1, 2010
STP to a Bullseye for Profits!
Profitable Brand Positioning
Amid elegant surroundings, as the fragrant beriyani teased our palates and other senses ex-classmate yelled ‘STP’ and both of us collapsed into peals of laughter to the puzzlement of the others at dinner! And we had to explain our tortuous experiences at the hands of a supersonic lecturer (yes, he really was out of this world!) who had not-so-gently bent and molded us into Strategic Marketers. THANK YOU Dr. ML!
That was eons ago and ex-classmate was now a savvy and successful consultant in another country and had brought his business partners to discuss taking my innovation into their business.
Amid the tantalizing chutneys, melt-in-your-mouth vindaloo and soothing raitas, dinner talk had revolved around the myriad sectors that would benefit from it and how it could be promoted in their country. Would it be directly to the end-user? Or should it first be presented to the government agencies to adopt or maybe to the educational institutions to declare as their own product? What would be the most productive entry strategy for us to employ?
Then there was the pricing to the different buyers and the marketing fees to those who would carry it, not to mention licensing agreements etc. Well after much animated excitement about the vast buffet of possibilities before us, over aromatic masala teas we finally arrived at how we would prioritize taking the product to market and what pricing strategy would be most attractive in the long-term to secure repeat business and establish the brand.
It was at this point that the evocative ‘STP’ was interjected. It stands for Segment, Target, and Position and is a marketing method. What it means is that the road to taking a product or service to market begins with deciding on the segment to focus marketing efforts on, then to target a profitable part of that segment and to subsequently launch a positioning campaign that appeals to that targeted part of the segment. This road map enhances profitability and reduces wastage of advertising and other efforts.
Maybe you’ve been mulling over how to position a product or service and would like a sounding board? Just call me at (6)03-21697704 and I’ll be happy to lead you through the right STP for you .
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Amid elegant surroundings, as the fragrant beriyani teased our palates and other senses ex-classmate yelled ‘STP’ and both of us collapsed into peals of laughter to the puzzlement of the others at dinner! And we had to explain our tortuous experiences at the hands of a supersonic lecturer (yes, he really was out of this world!) who had not-so-gently bent and molded us into Strategic Marketers. THANK YOU Dr. ML!
That was eons ago and ex-classmate was now a savvy and successful consultant in another country and had brought his business partners to discuss taking my innovation into their business.
Amid the tantalizing chutneys, melt-in-your-mouth vindaloo and soothing raitas, dinner talk had revolved around the myriad sectors that would benefit from it and how it could be promoted in their country. Would it be directly to the end-user? Or should it first be presented to the government agencies to adopt or maybe to the educational institutions to declare as their own product? What would be the most productive entry strategy for us to employ?
Then there was the pricing to the different buyers and the marketing fees to those who would carry it, not to mention licensing agreements etc. Well after much animated excitement about the vast buffet of possibilities before us, over aromatic masala teas we finally arrived at how we would prioritize taking the product to market and what pricing strategy would be most attractive in the long-term to secure repeat business and establish the brand.
It was at this point that the evocative ‘STP’ was interjected. It stands for Segment, Target, and Position and is a marketing method. What it means is that the road to taking a product or service to market begins with deciding on the segment to focus marketing efforts on, then to target a profitable part of that segment and to subsequently launch a positioning campaign that appeals to that targeted part of the segment. This road map enhances profitability and reduces wastage of advertising and other efforts.
Maybe you’ve been mulling over how to position a product or service and would like a sounding board? Just call me at (6)03-21697704 and I’ll be happy to lead you through the right STP for you .
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
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