Competence is efficiency. It is also fitness and capability. In Pilipino, it is kakayahan; never kayabangan (boastfulness).
To be competent, it is a MUST that you are qualified for the job you have just undertaken. This is not so much about academic qualification though. It is more of being qualified to push forward real hard-with you mind, body and spirit-in order to realize the fulfillment of a pre-designed objective, which is to win, to win and to win.
A noted Filipino intellectual, Mr. M.P. Guanzon, has stressed that: "To be efficient, you must be ready to meet people whose main objective seems to be to knock you down. Tibayan mo ang iyong pagtitimpi sa ganitong mga pagkakataon (Keep your cool in times like these). These are the ingredients of success.
Is it too much to ask? It may be so, but it is true. Success does not socialize with the impatient and those lacking in self-control. Instead, it rewards those with the ability to keep one's cool amid countless trials or sales rejection.
"There is no success without its equivalent sacrifice," adds Mr. Guanzon.
Sacrifice includes, among others, making yourself physically and mentally fir, psychologically capable and even-tempered in order to withstand disappointments. It prevents you from blowing your fuse when your clients are pretentious (maarte) and insistent (makulit).
Clients are different from one another. There are those who are educated and decent; there are those who are smart-alecky and delinquent. In any case, you ought to be ready and proficient in answering all their questions regarding your product. You must always bear in mind that , if you clients are not satisfied with your explanations, they can turn their attention and insterest somewhere else-where the next salesperson is far more friendly, more patient, and better equipped in answering inquiries clearly and professionally than you. In other words, clients are drawn to companies with competent salespersons. A great part of their competence comes from their being will versed in the details that pertain to the product they are selling. In short, they have product knowledge.
But over and above intelligence is the way you handle yourself before your client. Product knowledge is useless if you cannot get through your client because of your dating (literal meaning, "arrive"; in this context, "countenance").
What turns off customers? There are too many to enumerate all. We will discuss only the obvious.
Some salespersons come on too strong. Around their clients, they use loud and authoritative voices. When they clasp and shake their clients' hands, they almost convulse their clients' bodies and break their fingers.
Some come across like teachers. When they start talking, they give the impression that their clients know nothing. How do you identify this type of salesperson? Listen to his speech. It always begins with "alam n'yo ba(Do you know), sir...?" "Alam mo(You know), sir...."
There is also the incessant talker type. Believe me, the client will never get the chance to talk until he is through with his "Product Knowledge" speech.
But the salesperson most likely to make the client balk at his presence or drive him away is the one who will ask for a drink or who will look for the comfort room the moment he arrives. His clothes are soggy with perspiration, and it looks like the efficacy of his deodorant has run out on him. But he nonetheless goes ahead with his "Product Knowledge" speech.
"Product knowledge is good, but you must also know the client's system," stresses Dr. Jocano.
By "client's system," it is interpreted here as your client's right to be understood. But what do you need to understand about your client?
First, he deserves to be treated with utmost respect and decency whoever he is or whatever his status in life is. He is not simply an object or number in your sales call list that you need to go through and finish so you can move on to the next.
Like you, your client has certain peculiarities and sensitivities. That is why extreme care should be taken in conducting your conversation with him. This is one criterion you must pass in order to be a sales champion.
Competence is best enhanced and supported by three factors equally independent of each other: (1) WALKING TALL, or the manner by which you carry yourself, is one but not necessarily the first; (2) TALKING RICH, or your propiety in speech, is another but not necessarily the second; (3) FEELING GOOD, which is your proficiency in projecting a wholesome image using your smile, is still another but not necessarily the third and last.
Tuesday, December 30, 2008
Friday, December 26, 2008
THE THIRD KEY
KNOW WITH WHOM YOU ARE TALKING. Is this easy to do? It is, if you know how. First, look at the whole picture. Then, assess what you see in its entirety.
You are a salesperson doing business in the Philippines. Hence, most of you clients are likely to be Filipinos. If your client is a foreigner who has lived in this country long enough, he may be a Filipino-American, a Filipino-Japanese or a Filipino-Indian.
So, generally, your client is a Filipino. Having indentified your client of his nationality is a good springboard towards getting to know him better.
What are his habits, ways, thought patterns and bases of choice? Is there an established pattern in the way he acts, relates and decides?
In short, what really is a Filipino?
Dr. Jocano has poetically defined what to him is a Filipino:
A Filipino is like the mythological bamboo.
He sways valiantly with the winds of misfortune,
only to rise unscathed when the tempest is over
to meet the warmth of the morning sun.
A faithful and correct translation into the National Language would be:*
Ang Filipino ay tulad ng maalamat na kawayan
na magiting na humahapay sa bugso ng mga kasawian,
upang bumangong muli na ni hindi nasaktan
ng unos na nagdaan at lumisan,
upang damhin ang init ng panibagong araw.
This description of a Filipino highlights his remarkable flexibility to survive after tackling life's trials and blows.
But, in order to know him btter, we also need to know his social characteristics.
Generally, Filipinos are very SENSITIVE (maramdamin). If you raise your voice while talking with him, he immediately gets mad because he thinks he is being shouted at. If you fail to notice or greet him the moment he sees you, he will regard you as proud.
A Hongkong tourist-guide story has it that an American tourist found it very difficult to differentiate a Japanese, a Hongkong Chinese, and a Filipino from one another because of their common Asian appearance.
The tourist guide tol the American: "If you accidentally bumb an Asian while walking on the busy streets of Hongkong, and he steps backwards and apologizes while bowing, he's a Japanese. If he assaults you with high-pitched profanity, he's a Hongkong Chinese. But, if you're knocked out because of a fist blow, he's a Filipino."
That is just a story. But it graphically illustrates the latent Filipino character called silakbo, or the irrational sudden outburst of uncontrolled anger.
Generally, the slightest and unintended intrusion into their persons or reputaions also easily offends Filipinos. If you happen to say something that has pricked their self-esteem, touched their sensitivities or arouse their built-in hang-ups, they would be offended. It is also possible that you have not uttered anything wrong, but because they mis-interpret whatever you have said using their preset orientaion or norms, they become furious. When this happens, the unfortunate result is that you are misunderstood. What already been established.
So, take the necessary precautions here. We have to make sure that what we know about our clients is utilized as a road map in our dealings with them. This helps us to achieve a smooth interpersonal relationship with them. This is because we ourselves like harmonious relations.
Aside from being sensitive, the Filipino is also very PERSONALISTIC. He likes almost every thing personalized.
Filipino customers seldom respond by phone or through mail. It would be good already for those having mail order business in their direct marketing if the response they get amounts to 1%.
In the Philippines, there is no substitute for face-to-face communication. Filipinos generally prefer person-to-person attention.
Why do you think did Jollibee surpass McDonald's in the Philippines?
If you can recall, it was McDonald's that introduced the fast-food service idea in the country. Its first store was near FEU, along Nicanor Reyes Street. You were the one who would get your own food from the counter. Then you would find a table for yourself. Afterwards, you would be the one to clean your table.
This did not work. Why? It is because, here in the Philippines, customers prefer personalized service.
"Ako na ang bibili at kukuha ng pagkain ko, ako pa'ng maglilinis? Aba, masaya ka! (I pay for my food and get it from the counter. Am I still expected to clean up after I've eaten? That's too much!)"
It is also notable that Filipinos are FAMILISTIC. More often than not, decisions in the family are not unilaterally made. There is consultation among family members whenever a major issue is in need of a final decision- e.g., what the first baby's name will be, who will be his godparents, what preschool he will go to. It may also be where to spend vacation or what house appliance should be first bought.
If you offer a refrigerator to the wife, she will tell you, "I'll tell my husband first." If you ask the husband, he will say, "I'll consult with my wife first." Whenever there is a substantial change in the offing, the effort and the concern are always directed towards the general interest and welfare of the whole family. This, every salesperson must consider all the time.
Knowing with whom you are talking not only saves you from pitfalls of trouble and embarrassment. It also helps you steer your way through the labyrinth of peculiar human behavior towards the end of the tunnel, where it is bright and where you can see clearly your client filling up the order form you brought for him.
You are a salesperson doing business in the Philippines. Hence, most of you clients are likely to be Filipinos. If your client is a foreigner who has lived in this country long enough, he may be a Filipino-American, a Filipino-Japanese or a Filipino-Indian.
So, generally, your client is a Filipino. Having indentified your client of his nationality is a good springboard towards getting to know him better.
What are his habits, ways, thought patterns and bases of choice? Is there an established pattern in the way he acts, relates and decides?
In short, what really is a Filipino?
Dr. Jocano has poetically defined what to him is a Filipino:
A Filipino is like the mythological bamboo.
He sways valiantly with the winds of misfortune,
only to rise unscathed when the tempest is over
to meet the warmth of the morning sun.
A faithful and correct translation into the National Language would be:*
Ang Filipino ay tulad ng maalamat na kawayan
na magiting na humahapay sa bugso ng mga kasawian,
upang bumangong muli na ni hindi nasaktan
ng unos na nagdaan at lumisan,
upang damhin ang init ng panibagong araw.
This description of a Filipino highlights his remarkable flexibility to survive after tackling life's trials and blows.
But, in order to know him btter, we also need to know his social characteristics.
Generally, Filipinos are very SENSITIVE (maramdamin). If you raise your voice while talking with him, he immediately gets mad because he thinks he is being shouted at. If you fail to notice or greet him the moment he sees you, he will regard you as proud.
A Hongkong tourist-guide story has it that an American tourist found it very difficult to differentiate a Japanese, a Hongkong Chinese, and a Filipino from one another because of their common Asian appearance.
The tourist guide tol the American: "If you accidentally bumb an Asian while walking on the busy streets of Hongkong, and he steps backwards and apologizes while bowing, he's a Japanese. If he assaults you with high-pitched profanity, he's a Hongkong Chinese. But, if you're knocked out because of a fist blow, he's a Filipino."
That is just a story. But it graphically illustrates the latent Filipino character called silakbo, or the irrational sudden outburst of uncontrolled anger.
Generally, the slightest and unintended intrusion into their persons or reputaions also easily offends Filipinos. If you happen to say something that has pricked their self-esteem, touched their sensitivities or arouse their built-in hang-ups, they would be offended. It is also possible that you have not uttered anything wrong, but because they mis-interpret whatever you have said using their preset orientaion or norms, they become furious. When this happens, the unfortunate result is that you are misunderstood. What already been established.
So, take the necessary precautions here. We have to make sure that what we know about our clients is utilized as a road map in our dealings with them. This helps us to achieve a smooth interpersonal relationship with them. This is because we ourselves like harmonious relations.
Aside from being sensitive, the Filipino is also very PERSONALISTIC. He likes almost every thing personalized.
Filipino customers seldom respond by phone or through mail. It would be good already for those having mail order business in their direct marketing if the response they get amounts to 1%.
In the Philippines, there is no substitute for face-to-face communication. Filipinos generally prefer person-to-person attention.
Why do you think did Jollibee surpass McDonald's in the Philippines?
If you can recall, it was McDonald's that introduced the fast-food service idea in the country. Its first store was near FEU, along Nicanor Reyes Street. You were the one who would get your own food from the counter. Then you would find a table for yourself. Afterwards, you would be the one to clean your table.
This did not work. Why? It is because, here in the Philippines, customers prefer personalized service.
"Ako na ang bibili at kukuha ng pagkain ko, ako pa'ng maglilinis? Aba, masaya ka! (I pay for my food and get it from the counter. Am I still expected to clean up after I've eaten? That's too much!)"
It is also notable that Filipinos are FAMILISTIC. More often than not, decisions in the family are not unilaterally made. There is consultation among family members whenever a major issue is in need of a final decision- e.g., what the first baby's name will be, who will be his godparents, what preschool he will go to. It may also be where to spend vacation or what house appliance should be first bought.
If you offer a refrigerator to the wife, she will tell you, "I'll tell my husband first." If you ask the husband, he will say, "I'll consult with my wife first." Whenever there is a substantial change in the offing, the effort and the concern are always directed towards the general interest and welfare of the whole family. This, every salesperson must consider all the time.
Knowing with whom you are talking not only saves you from pitfalls of trouble and embarrassment. It also helps you steer your way through the labyrinth of peculiar human behavior towards the end of the tunnel, where it is bright and where you can see clearly your client filling up the order form you brought for him.
THE SECOND KEY
KNOW WHAT YOU ARE TALKING ABOUT. If you are selling the Mount Mayon, the Luneta Grandstand, or the Manila City Hall, you are expected to know with full authority the whys and the wherefores of these places and structures including each one's history, archetecture, Torrens tittle, Transfer Certificate of Tittle (TCT) and so on.
It is important to note that these places are not, and may never be opened up, for sale. But some very enterprising and unscrupulous salespersons have been able to sell city creeks, canals, tributary rivers, including nonexistent buildings and lots. Some of them even possess the ability to sell a tiny dilis (long-jawed anchovy) for the price of a golden bangus (milkfish).
These people definitely know what they are talking about. That they are selling properties not up for sale is evidence enough of what they know.
What more if you sell things that actually exist? Houses and lots you can see, development projects you can inspect, and services you can feel? Knowing all the facts and circumtances surrounding an honest commodity sale is beyond the word EASY. You cannot cover up flaws with deceit or misrepresentation.
If you are selling an encyclopedia, you are expected to know all and everything about it-including all and everything there is to know about other encyclopedia brands.
One Filipino sales champion, Ms. J. Ramos-Lim, who has been a consistent sales awardee, has coined these formulas: "A good knowledge of the product plus activity equals productivity, and right activity minus all forms of excuses equals success."
True enough. If you really know what you are talking about, the spirit of self-confidence subliminally sets in and stays in your system.
It is important to note that these places are not, and may never be opened up, for sale. But some very enterprising and unscrupulous salespersons have been able to sell city creeks, canals, tributary rivers, including nonexistent buildings and lots. Some of them even possess the ability to sell a tiny dilis (long-jawed anchovy) for the price of a golden bangus (milkfish).
These people definitely know what they are talking about. That they are selling properties not up for sale is evidence enough of what they know.
What more if you sell things that actually exist? Houses and lots you can see, development projects you can inspect, and services you can feel? Knowing all the facts and circumtances surrounding an honest commodity sale is beyond the word EASY. You cannot cover up flaws with deceit or misrepresentation.
If you are selling an encyclopedia, you are expected to know all and everything about it-including all and everything there is to know about other encyclopedia brands.
One Filipino sales champion, Ms. J. Ramos-Lim, who has been a consistent sales awardee, has coined these formulas: "A good knowledge of the product plus activity equals productivity, and right activity minus all forms of excuses equals success."
True enough. If you really know what you are talking about, the spirit of self-confidence subliminally sets in and stays in your system.
Monday, December 22, 2008
BUILD UP YOUR SELF CONFIDENCE
How does one acquire self-confidence? How does one become self-confidence? Is it true that is difficult to have trust in one's self?
If you know yourself, if you know what what you are doing or what you are talking about and if you you know who you are talking with, that is self-confidence in action.
There are essentially three keys that open this big door called SELF-CONFIDENCE.
THE FIRST KEY
KNOW YOURSELF This seems so easy to say. IN fact , ten out of ten will automatically say "of course, I know myself. Trust me.
But a lot of things in this world are easeir said than done. If you are one among the ten who will automatically claim they know themselves, try answering the following questions in front of a mirror.
1. Do you have a goal?
2. What is it that you really want?
3. How many times have you failed pursuing your goal?
4. How many times have you risen from defeat or failure?
5. How many times have you change your goal?
6. Are you decided on what measures to take regarding your goal?
7. Where are you right now?
If you know yourself, if you know what what you are doing or what you are talking about and if you you know who you are talking with, that is self-confidence in action.
There are essentially three keys that open this big door called SELF-CONFIDENCE.
THE FIRST KEY
KNOW YOURSELF This seems so easy to say. IN fact , ten out of ten will automatically say "of course, I know myself. Trust me.
But a lot of things in this world are easeir said than done. If you are one among the ten who will automatically claim they know themselves, try answering the following questions in front of a mirror.
1. Do you have a goal?
2. What is it that you really want?
3. How many times have you failed pursuing your goal?
4. How many times have you risen from defeat or failure?
5. How many times have you change your goal?
6. Are you decided on what measures to take regarding your goal?
7. Where are you right now?
Tuesday, December 16, 2008
The Art of Leading & Controlling with Questions
WHY IT IS IMPORTANT:
... It shows how questioning technique allows isolating areas of interest.
... Learn to lead and control during presentation with questions, instead deing to
to strong with opinions.
"When you are talking, you're only learning what you already know, we push with statements, We pull with questions"
YOU CAN LEAD A PERSON TO THE RIGHT PRODUCTS IF YOU HAVE:
1. KNOWLEDGE OF CUSTOMER
2. KNOWLEDGE OF INVENTORY
3. KNOWLEDGE OF COMPETITION
4. KNOWLEDGE OF TERMS & CONDITION
... It shows how questioning technique allows isolating areas of interest.
... Learn to lead and control during presentation with questions, instead deing to
to strong with opinions.
"When you are talking, you're only learning what you already know, we push with statements, We pull with questions"
YOU CAN LEAD A PERSON TO THE RIGHT PRODUCTS IF YOU HAVE:
1. KNOWLEDGE OF CUSTOMER
2. KNOWLEDGE OF INVENTORY
3. KNOWLEDGE OF COMPETITION
4. KNOWLEDGE OF TERMS & CONDITION
Friday, December 12, 2008
HOW TO HANDLE FAILURE AND REJECTION
WHY THIS IS IMPORTANT
... It shows how to deal with failure.
... It explain that failure is an event not a person.
... It develop the importance of keeping the enthusiasm while failing.
... Learn what each "No" is worth and they continue to drill, practice and rehearse
to increase their closing ratio ang income.
FIVE WAYS TO HANDLE FAILURE AND REJECTION
I never see failure as failure but only as...
1. a learning experience
2. a feedback to change
3. an opportunity to develop my sense of humor.
4. an opportunity to practice my performance.
5. a game I must play to win.
THE CAHMPI0N's CREED
"I am not judged by the number of times I fail but by the number of times I
succeed and the number of times I succeed is directly proportional to the
number of times I can fail and keep on trying"
... It shows how to deal with failure.
... It explain that failure is an event not a person.
... It develop the importance of keeping the enthusiasm while failing.
... Learn what each "No" is worth and they continue to drill, practice and rehearse
to increase their closing ratio ang income.
FIVE WAYS TO HANDLE FAILURE AND REJECTION
I never see failure as failure but only as...
1. a learning experience
2. a feedback to change
3. an opportunity to develop my sense of humor.
4. an opportunity to practice my performance.
5. a game I must play to win.
THE CAHMPI0N's CREED
"I am not judged by the number of times I fail but by the number of times I
succeed and the number of times I succeed is directly proportional to the
number of times I can fail and keep on trying"
Thursday, December 11, 2008
POWER OF POSITIVE SELF IMAGE
Why this is important in sales:
...It explains how an individual's self-image determines his/her performance.
...It explain that: NO one can make you feel inferior without your permission.
...It illustrates how a winner must think, see and feel like a winner.
...Understand that 90% of hte way you feel is determine by deciding how you want to
expect to feel
...Have proper perspective which is a solution oriented-action attitude rather
than problem oriented inactivity attitude.
THE CHAMPION's PRAYER
"Today I will win, why? I'll tell you why, because I have faith, courage, and enthusiasm. Success and happiness will be mine, because I walk, talk, act, think and believe like the successful person I am becoming, so help me GOD"
WHAT IS SELF-IMAGE?
1. A mirror reflection of who we think we are.
2. The ceiling of our effectiveness.
3. The key to human personality and development.
WHAT DOES SELF-IMAGE DO FOR US?
1. It allows physical change through mental change.
2. People are usually more superior than they think they are.
HOW CAN YOU CHANGE YOUR SELF-IMAGE?
1. Keep up with yourself. Don't constantly compare your accomplishement with others.
2. Control your thoughts and avoid reliving past failures or mistakes.
WHAT CAN YOUR SELF-IMAGE DO FOR YOUR LIFE AND FUTURE GROWTH?
1. It allows or hinders growth.
2. It makes you worthy of your ideals & beliefs.
3. They key to not being like the elephant is truly believed in yourself
...It explains how an individual's self-image determines his/her performance.
...It explain that: NO one can make you feel inferior without your permission.
...It illustrates how a winner must think, see and feel like a winner.
...Understand that 90% of hte way you feel is determine by deciding how you want to
expect to feel
...Have proper perspective which is a solution oriented-action attitude rather
than problem oriented inactivity attitude.
THE CHAMPION's PRAYER
"Today I will win, why? I'll tell you why, because I have faith, courage, and enthusiasm. Success and happiness will be mine, because I walk, talk, act, think and believe like the successful person I am becoming, so help me GOD"
WHAT IS SELF-IMAGE?
1. A mirror reflection of who we think we are.
2. The ceiling of our effectiveness.
3. The key to human personality and development.
WHAT DOES SELF-IMAGE DO FOR US?
1. It allows physical change through mental change.
2. People are usually more superior than they think they are.
HOW CAN YOU CHANGE YOUR SELF-IMAGE?
1. Keep up with yourself. Don't constantly compare your accomplishement with others.
2. Control your thoughts and avoid reliving past failures or mistakes.
WHAT CAN YOUR SELF-IMAGE DO FOR YOUR LIFE AND FUTURE GROWTH?
1. It allows or hinders growth.
2. It makes you worthy of your ideals & beliefs.
3. They key to not being like the elephant is truly believed in yourself
Wednesday, December 10, 2008
HOW to be a SALES CHAMPION
Why this is important:
....It shows you what makes a salesperson a sales Champion
....It's explain why salesperson behave the way they do and not otherwise.
....It will develop the common characterestics of a successful salesperson.
MAKE use of the "IDENTITY, PRIDE,& COMMITMENT", it makes a salesperson a CHAMPION.
IDENTITY plus (+) PRIDE plus (+) COMMITMENT equals (=) EXCELLENCE
The 3 Levels of Excellence
1. Identity
2. Pride
3. Commitment
FAITH is, belief, and confidence
"FAITH" gives:
a. persistence
b. inner strength
c. will power
ENTHUSIASM is attitude and energy.
ENTHUSIASM gives:
a. lightness of feelings
b. clarity of mind
c. broadness of vision.
ABILITY is competence, expertise
ABILTY gives:
a. initiative
b. self-control
c. discipline
EXCELLENCE is excellece.
EXCELLECE geves:
a. quality of work
b. productivity#
c. loyalty and commitment
....It shows you what makes a salesperson a sales Champion
....It's explain why salesperson behave the way they do and not otherwise.
....It will develop the common characterestics of a successful salesperson.
MAKE use of the "IDENTITY, PRIDE,& COMMITMENT", it makes a salesperson a CHAMPION.
IDENTITY plus (+) PRIDE plus (+) COMMITMENT equals (=) EXCELLENCE
The 3 Levels of Excellence
1. Identity
2. Pride
3. Commitment
FAITH is, belief, and confidence
"FAITH" gives:
a. persistence
b. inner strength
c. will power
ENTHUSIASM is attitude and energy.
ENTHUSIASM gives:
a. lightness of feelings
b. clarity of mind
c. broadness of vision.
ABILITY is competence, expertise
ABILTY gives:
a. initiative
b. self-control
c. discipline
EXCELLENCE is excellece.
EXCELLECE geves:
a. quality of work
b. productivity#
c. loyalty and commitment
WHAT DO WE DO WITH POINT of PURCHASE MATERIALS
1. Maintain cleanliness (always)
2. Up to date
3. Replace old, dirty POP materials
4. Put merchmats beside corresponding products they
represent.
5. Do not overdress of underdress the account
6. Don not damage wall or shelf of account when installing
(i.e; Using staplers or gun tackers)
7. INSTALL, INSTALL & INSTALL
2. Up to date
3. Replace old, dirty POP materials
4. Put merchmats beside corresponding products they
represent.
5. Do not overdress of underdress the account
6. Don not damage wall or shelf of account when installing
(i.e; Using staplers or gun tackers)
7. INSTALL, INSTALL & INSTALL
Monday, December 8, 2008
CHARACTERISTICS OF GOOD P.O.P. MATERIALS
1. Must get attention of a prospective buyer
2. Must build confidence.
3. Should give the product information briefly.
4. Should create the proper atmosphere for the product.
5. Should create the impression that the product being advertised is good value for
money.
6. Must be attractive enough to deserve a preferred place int the store.
2. Must build confidence.
3. Should give the product information briefly.
4. Should create the proper atmosphere for the product.
5. Should create the impression that the product being advertised is good value for
money.
6. Must be attractive enough to deserve a preferred place int the store.
Thursday, December 4, 2008
WHAT IS P.O.P. MATERIALS
POP - Point of Purchase Materials place in, on, or around retail stores to augment the products presence. POP’s
are use by the company as apart of the entire marketing mix to increase sales.
USES OF POP
1. To remind the consumers while they are inside the store and at the point of buying.
2. To stimulate the impulse buying.
3. To influence the retailer to buy the products.
LIST OF POP
1. DANGLER
2. CROWNER POSTER
3. HANGING DISPENSER
4. PRICE CARDS
5. STREAMER
are use by the company as apart of the entire marketing mix to increase sales.
USES OF POP
1. To remind the consumers while they are inside the store and at the point of buying.
2. To stimulate the impulse buying.
3. To influence the retailer to buy the products.
LIST OF POP
1. DANGLER
2. CROWNER POSTER
3. HANGING DISPENSER
4. PRICE CARDS
5. STREAMER
Tuesday, December 2, 2008
BASIC MERCHANDISING RULES
1. Product Availlability
– The best merchandising material is the product itself.
REMEMBER:
a. All packsize must be availlable.
b. All variants must be display.
c. All kind of display will be filled with the products. (secondary and
primary)
2. SHELF POSITIONING
A. Eye level
B. Within product CATEGORY
C. BESIDE MARKET LEADER OR STRONGEST COMPETITOR
RATIONALE: brand switchers will turn to brand nearest to their previous
brand.
: strong brand will have more customer traffic flow
D. DIRECTION OF TRAFFIC
E. WITHIN SUB-CATEGORY FOR NON-CORPORATE DISPLAY
3. SHELF DISPLAY / BRAND DISPLAY
A. CLEANLINESS - be sure that all shelves and displayed products are always
clean.
B. BRAND VISIBILITY - all brand name must be visible.
C. COLOR SCHEME(COLOR CONTRAST)
- color contrast of hte brands versus variants and versus competitor’s
products should be considered.
D. STABILITY OF DISPLAY - always check the completeness of the products on
the display.
E. STARTER GAP PRINCIPLE - removing 2-3 packs so new users would think “if
others will buy it, I will buy it too. It must be
worth trying.”
F. STOCK ROTATION - FIFO
F - irst
I - n
F - irst
O - ut.
- All first book items and delivered must be first in
the display.
4. SHELF FACINGS
A. provide more space for the fast moving variants.
- consumer passes an average of 300 items per minute or 5 items per second.
5. VARIANT SEQQUENCING
A. smaller to bigger pack size
- Bigger pack size to the right (Most consumers are right - handed. This
would encourage consumers to purchase bigger pack sizes.)
6. PRICE MARKING
A. up to date, clear and clean.
b. price mark your products and merchandising materials.
c. use red ink.
d. handwritten figures
e. priced products will move twice as much as unmarked products.
– The best merchandising material is the product itself.
REMEMBER:
a. All packsize must be availlable.
b. All variants must be display.
c. All kind of display will be filled with the products. (secondary and
primary)
2. SHELF POSITIONING
A. Eye level
B. Within product CATEGORY
C. BESIDE MARKET LEADER OR STRONGEST COMPETITOR
RATIONALE: brand switchers will turn to brand nearest to their previous
brand.
: strong brand will have more customer traffic flow
D. DIRECTION OF TRAFFIC
E. WITHIN SUB-CATEGORY FOR NON-CORPORATE DISPLAY
3. SHELF DISPLAY / BRAND DISPLAY
A. CLEANLINESS - be sure that all shelves and displayed products are always
clean.
B. BRAND VISIBILITY - all brand name must be visible.
C. COLOR SCHEME(COLOR CONTRAST)
- color contrast of hte brands versus variants and versus competitor’s
products should be considered.
D. STABILITY OF DISPLAY - always check the completeness of the products on
the display.
E. STARTER GAP PRINCIPLE - removing 2-3 packs so new users would think “if
others will buy it, I will buy it too. It must be
worth trying.”
F. STOCK ROTATION - FIFO
F - irst
I - n
F - irst
O - ut.
- All first book items and delivered must be first in
the display.
4. SHELF FACINGS
A. provide more space for the fast moving variants.
- consumer passes an average of 300 items per minute or 5 items per second.
5. VARIANT SEQQUENCING
A. smaller to bigger pack size
- Bigger pack size to the right (Most consumers are right - handed. This
would encourage consumers to purchase bigger pack sizes.)
6. PRICE MARKING
A. up to date, clear and clean.
b. price mark your products and merchandising materials.
c. use red ink.
d. handwritten figures
e. priced products will move twice as much as unmarked products.
Sunday, November 30, 2008
HOW DOES THE DISPLAY HIGHLIGHTS WORKS
GUIDELINES
1. First, you should secure the desired or optimum display space available for the whole year. This means display space negotiation and display contract submission.
2. Appropriate merchandising materials (i.e. crowners, price tags, shelf edge etc.) for the highlighted brand should be in the warehouse.
3. Once the stocks of highlighted brand is avilable, initiate changeover fo stocks from the old to new, or for new SKUs, display the products immediately.
4. The desired impact is that there should be a “single or common look” for both primary and secondary displays in all accounts (depending on trade sector) simultaneously for the highlighted brand.
5. There will be certain highlighted brands which may share one module due to space and booking limitations. In such case, assure that:
a. Crowners for each brand are installed alternately for each side.
b. Specific facings and layering are followed.
c. Maximum of 2 brands per module.
6. For accounts with only one highlight module, sharing can occur, but only the top 2 priority highlight brands for the period should occupy the module based on the guidelines spedified in no. 5
7. The maximum module size for the display highlight is 2×4. So for 4×4 display, one half is for brand A and the other half is for brand B.
8. The minimum module size for a display highlight is 2×2.
9. The primary display (shelves) should be consistent in terms of look with the modules. Don’t take the shelves for granted.
1. First, you should secure the desired or optimum display space available for the whole year. This means display space negotiation and display contract submission.
2. Appropriate merchandising materials (i.e. crowners, price tags, shelf edge etc.) for the highlighted brand should be in the warehouse.
3. Once the stocks of highlighted brand is avilable, initiate changeover fo stocks from the old to new, or for new SKUs, display the products immediately.
4. The desired impact is that there should be a “single or common look” for both primary and secondary displays in all accounts (depending on trade sector) simultaneously for the highlighted brand.
5. There will be certain highlighted brands which may share one module due to space and booking limitations. In such case, assure that:
a. Crowners for each brand are installed alternately for each side.
b. Specific facings and layering are followed.
c. Maximum of 2 brands per module.
6. For accounts with only one highlight module, sharing can occur, but only the top 2 priority highlight brands for the period should occupy the module based on the guidelines spedified in no. 5
7. The maximum module size for the display highlight is 2×4. So for 4×4 display, one half is for brand A and the other half is for brand B.
8. The minimum module size for a display highlight is 2×2.
9. The primary display (shelves) should be consistent in terms of look with the modules. Don’t take the shelves for granted.
Thursday, November 27, 2008
Display Highlights
Display Highlight-Is featuring a particular brand in various areas
a) for self service accounts; in the primary and secondary
displays or even at tertiary displays, (if available)
b) for traditional trade at store frontages using the corporate
hanging dispenser, with the headerboard being replaced by the
highlighted brand and using specific outdoor materials like
flanges and streamers.
Period coverage of a display highlight is 3 months or 12 months.
DISPLAY HIGHLIGHTS KEY BENEFITS
1. Impactful brand presence.
2. Synchronized look in terms of display in the respective trade sectors.
3. Optimised usage of merchandising materials.
4. Common and clear expectations.
5. Focused merchandising.
a) for self service accounts; in the primary and secondary
displays or even at tertiary displays, (if available)
b) for traditional trade at store frontages using the corporate
hanging dispenser, with the headerboard being replaced by the
highlighted brand and using specific outdoor materials like
flanges and streamers.
Period coverage of a display highlight is 3 months or 12 months.
DISPLAY HIGHLIGHTS KEY BENEFITS
1. Impactful brand presence.
2. Synchronized look in terms of display in the respective trade sectors.
3. Optimised usage of merchandising materials.
4. Common and clear expectations.
5. Focused merchandising.
Saturday, November 22, 2008
Merchandising
Merchandising- right display of your products inside the store.
- It gives information about your products.
- It hypes the products..
- It is the last link of company's product supply chain to a shopping
cart of the buyer.
* CONCEPT DEVELOPMENT
Before making any products it has been studied.
* MARKET RESEARCH
The products will be tested if it will encourage the consumers.
* PRODUCT DEVELOPMENT
After the market research, the product will be develop according to its
features (designs,benefits for the consumers)
* FULL MIX TEST
In this stage the Advertising and Merchandising are now studied (pricing,
packaging, promotions, etc.)
* PRODUCTION
The products are now produce by volume.
Tuesday, November 18, 2008
Understanding Different Customers
Understanding Customer Behavior
1 THE NEED TO FEEL IMPORTANT - How to make the customer feel important
- Respect their own experienced and knowledge of the business.
- Share your own knowledge and experienced.
- Give them a special things like:
1. Latest industry figures(market share, sales ranking in the territory etc.)
2. Information that they can use in their business like CATEGORY MANAGEMENT,
INVENTORY MANAGEMENT, TOTAL QUALITY MANAGEMENT and etc.)
3. Always ready for any change that they will propose.
2. THE NEED FOR APPRECIATION - always give thanks to the Customers
1. Every end of the discussion (personal or telephone)
2. Avoid words or terms you always say to him after your appreciation.
3. In your appreciation, use "Facial Expression" that shows your thoughtfulness.
4. Appreciate their inquiry and complain.
5. Think of a new and better way of appreciation example:
a. A letter that contain a special information.
b. An unexpected gift.
c. An extra telephone call with a good news for their business.
3. THE NEED TO BE UNDERSTOOD - Don't treat them as Customer's only,
- We can show to them that we understand them thru:
a. Patience - listen to their problems and complains.
b. Give focus when you are talking to them.
c. Look at things from their own point of view.
d. Project that you are interested when you are talking.
1 THE NEED TO FEEL IMPORTANT - How to make the customer feel important
- Respect their own experienced and knowledge of the business.
- Share your own knowledge and experienced.
- Give them a special things like:
1. Latest industry figures(market share, sales ranking in the territory etc.)
2. Information that they can use in their business like CATEGORY MANAGEMENT,
INVENTORY MANAGEMENT, TOTAL QUALITY MANAGEMENT and etc.)
3. Always ready for any change that they will propose.
2. THE NEED FOR APPRECIATION - always give thanks to the Customers
1. Every end of the discussion (personal or telephone)
2. Avoid words or terms you always say to him after your appreciation.
3. In your appreciation, use "Facial Expression" that shows your thoughtfulness.
4. Appreciate their inquiry and complain.
5. Think of a new and better way of appreciation example:
a. A letter that contain a special information.
b. An unexpected gift.
c. An extra telephone call with a good news for their business.
3. THE NEED TO BE UNDERSTOOD - Don't treat them as Customer's only,
- We can show to them that we understand them thru:
a. Patience - listen to their problems and complains.
b. Give focus when you are talking to them.
c. Look at things from their own point of view.
d. Project that you are interested when you are talking.
Tuesday, November 11, 2008
Building a Customer Relation
If you are in the marketing you have to build a good relation to your customers..here's how..
RELATIONSHIP BUILDING TECHNIQUES
1. Listen to your customers.
- to their opinion and suggestion.
- to their own story and experiences.
2. Align with Customer's Business Objectives.
- Don't argue to the customer's plan for his business.
- Encourage him/her and give a motivation factor.
3. Putting yourself in your Customer's Shoes.
- be sympathetic and empathetic.
- make him/her feel that you are a blessing to his/her business.
4. Mirror your customer Actions and tones.
- observe the present attitude of your customer.
- size up the real situation.
5. Talk the customer's Language
- if possible study their own language,more language have an edge...
RELATIONSHIP BUILDING TECHNIQUES
1. Listen to your customers.
- to their opinion and suggestion.
- to their own story and experiences.
2. Align with Customer's Business Objectives.
- Don't argue to the customer's plan for his business.
- Encourage him/her and give a motivation factor.
3. Putting yourself in your Customer's Shoes.
- be sympathetic and empathetic.
- make him/her feel that you are a blessing to his/her business.
4. Mirror your customer Actions and tones.
- observe the present attitude of your customer.
- size up the real situation.
5. Talk the customer's Language
- if possible study their own language,more language have an edge...
Monday, November 10, 2008
The Basic Call Procedures ( BCP)
Marketing and distribution is not an easy task especially when your products are not a basic needs of the people or if your product is new launch and not yet known in the market..but if there's a will there's a way...if you are a distributor salesman, here the steps to make your call to be effective.The Basic Call Procedure.
1. Plan
- Plan your work..(your area,territory, your objectives and target.)
- Plan and check the account potential.
- Check your sales tools (invoice, ball pen, sales aid,calculator)
2. Enter Call
- Greet the store owner or the store attendants.
- Ask permission to do the store and warehouse check.
3. Store check
- Check the merchandising position (pricing, shelves display position)
- Check the inventory of your products in the warehouse and in the display area.
- Check competitor's activities. (pricing and new products)
- Make a suggested order according to your inventory.
4. Sales Presentation
- Present your suggested order to the purchaser.
- present your promo plan if there is.
5. Closing the Sales
- After the sale presentation, give to the customer your sales order plan sheet
to sign and confirm his/her order.
- if there are some clarification be ready to answer.
6. Record and Reports
- After the customer confirm the order, write it down on the invoice (write it
legibly)
- do the writing at the place where you cannot disturb the traffic of the
customers.
7. Layout for stock delivery.
- Give the invoice to your helper for delivery.
8. Delivery and payment
- after your helper deliver the items, collect it immediately.
- check the cash or the check in front of the customer.
- validate the date, the figure, the words on the check payment.
- remember "sales is not a sales unless it is collected, deposited in the bank
and cleared."
9. Merchandising (re-sale and maintenance)
- display your delivered products on shelves or hanging dispenser.
10. Next Call and "Thank You"
- Give an appreciation and thank you to the store owner or purchaser.
- tell him/her your next visit.
11. Post Call Analysis
- after your call, evaluate the result.(the target and objective whether you
achieve or not, why or how)
1. Plan
- Plan your work..(your area,territory, your objectives and target.)
- Plan and check the account potential.
- Check your sales tools (invoice, ball pen, sales aid,calculator)
2. Enter Call
- Greet the store owner or the store attendants.
- Ask permission to do the store and warehouse check.
3. Store check
- Check the merchandising position (pricing, shelves display position)
- Check the inventory of your products in the warehouse and in the display area.
- Check competitor's activities. (pricing and new products)
- Make a suggested order according to your inventory.
4. Sales Presentation
- Present your suggested order to the purchaser.
- present your promo plan if there is.
5. Closing the Sales
- After the sale presentation, give to the customer your sales order plan sheet
to sign and confirm his/her order.
- if there are some clarification be ready to answer.
6. Record and Reports
- After the customer confirm the order, write it down on the invoice (write it
legibly)
- do the writing at the place where you cannot disturb the traffic of the
customers.
7. Layout for stock delivery.
- Give the invoice to your helper for delivery.
8. Delivery and payment
- after your helper deliver the items, collect it immediately.
- check the cash or the check in front of the customer.
- validate the date, the figure, the words on the check payment.
- remember "sales is not a sales unless it is collected, deposited in the bank
and cleared."
9. Merchandising (re-sale and maintenance)
- display your delivered products on shelves or hanging dispenser.
10. Next Call and "Thank You"
- Give an appreciation and thank you to the store owner or purchaser.
- tell him/her your next visit.
11. Post Call Analysis
- after your call, evaluate the result.(the target and objective whether you
achieve or not, why or how)
Thursday, October 30, 2008
"NATURE'S ESSENCE w/ VIRGIN COCONUT OIL"
This is the product i sell currently, manufactured by Sarangani Cocotech, owned by the Chiongbian Group of Companies. Natures Essence Product lines (Shampoo, Conditioner & Bath soap) It contain VIRGIN COCONUT OIL which is helpful to human body, none synthetic because of its natural ingredients from coconut..try this and you will feel the touch of nature.Available in sari-sari stores and selected groceries.(K-SUN, GLORY TRADING)
Saturday, October 4, 2008
"Private, Public & Self business"
I was employed 3 times in a private firm with complete compensation package, though its not high as you are thinking because its all small firm...i experienced pressures in my tasks..esp. im in sales department...pressured in time, target and etc.....the worst there are many bosses...and you cannot predict the life span of the company...meaning anytime or you wake up one day that your job is not your's already...hay its happen to me...anyway thats life.
I invest my little savings in a small business with partners just to continue life hehehe....it is a very exciting adventure but very high risk....two things will happen, its either we will succeed and will be rich.., or we will end up to nothing...i'll went to the public offices..i saw many government employees setting, laughing..chatting, i dont see any sign of pressures in their working life hehehe...
of course because they are employed in the very big company, not prone in bankruptcy...big salary...they were employed in The Republic of the Philippines Company. A sort of unsolicited advise to the reader...if you're employed in any firm...public or private, just LOVE your Work...because if you LOVE your WORK,...you work no more....
I invest my little savings in a small business with partners just to continue life hehehe....it is a very exciting adventure but very high risk....two things will happen, its either we will succeed and will be rich.., or we will end up to nothing...i'll went to the public offices..i saw many government employees setting, laughing..chatting, i dont see any sign of pressures in their working life hehehe...
of course because they are employed in the very big company, not prone in bankruptcy...big salary...they were employed in The Republic of the Philippines Company. A sort of unsolicited advise to the reader...if you're employed in any firm...public or private, just LOVE your Work...because if you LOVE your WORK,...you work no more....
Friday, October 3, 2008
"Seasoned Salesman, selling out of nowhere products"
Huh...hay...shit...the most common words that i uttered every time i go out to the stores where i am selling my new and and never heard shampoo, conditioner & bath soap...
For almost 14 years i handled and sell unilever products..one of the market leader in Personal & Home care distribution..I experienced the dominant in the market in terms of booking and merchandising....Almost all my 1,900 accounts always long for my presence in there stores because the products i'm selling are fast moving...today....its a 300 degrees turn around hehehehe im selling the worst...never heard...not supported and out of nowhere items...but this items will eventually turn my life beautiful.....by Gods Grace....
For almost 14 years i handled and sell unilever products..one of the market leader in Personal & Home care distribution..I experienced the dominant in the market in terms of booking and merchandising....Almost all my 1,900 accounts always long for my presence in there stores because the products i'm selling are fast moving...today....its a 300 degrees turn around hehehehe im selling the worst...never heard...not supported and out of nowhere items...but this items will eventually turn my life beautiful.....by Gods Grace....
Friday, April 18, 2008
"SECRETS REVEALED"
Want to live up to 100 years or more? Here's how....
Read the Bible, meditate and obey.....
Ephesian 6:1 to 6:3
1 Children, obey your parents in the Lord, for this is right.
Eph 6:2 Honor thy father and mother; which is the first commandment with promise;
Eph 6:3 That it may be well with thee, and thou mayest live long on the earth.
WARNING: KIDS Don't be stubborn, its true, my friend died earlier because He mocked His mother, He died in a motorcycle accident.
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