4
STRUCTURE OF THIS MANUAL
PROMOTION SELLING
POSITIONING
Chapter 1 Chapter 2
Chapter 3
Th in
k C
om m
un ic
at e
D o
Defining global customers, spelling-
out product benefits and differentiating
– Making product stand out
Getting into a proactive mindset, offering
product, cross-selling and using scripts
– Convincing on store level
Techniques to increase awareness
and get more traffic – Making people
interested
1.1 Developing
Positioning
1.2 Pricing
1.3 Customer
Research
2.1 Diagnosing
Problem
2.2 Traffic
Promotions
2.3 In-store
Promotions
3.1 Personal
Selling
3.2 Wholesaling
3.3 Managing
Sales Force
Techniques to improve in-store presentation
performance – Making people like it
Determining what type of promotional
help is most needed – Knowing where to
focus
Generating leads, preparing proposition
and making contacts – Convincing on
business-to-business level
Selecting, incentivizing, motivating and coaching
your employees to better sell
– Convincing your employees
Planning executing research to better
position a product – Really knowing
your customers Setting the right
price and in line with positioning
– Maximizing profit
5
The manual is divided into three main chapters–Positioning, Promotion, and Selling
―which explain how a marketing process flows. Each chapter contains three sections. So ‘three’ will be a magical number in the following pages.
Throughout the three chapters, the following sections are the core material and comprise the main flow of the step-by-step guide: 1.1 ‘Developing Positioning’; 2.2 and 2.3 ‘Traffic
and In-Store Promotions’; and 3.1 ‘Personal Selling’. These form the backbone of the manual and you should walk through them, keeping in mind they constitute a process.
Therefore, these sections are the richest in providing details, examples, and practical tools. Additionally, if you are selling to business customers, as opposed to directly to end-
customers, you will find useful section 3.2, which is on ‘Business-to-business Selling’.
Other sections ―1.2 ‘Pricing’, 1.3 ‘Customer Research, 2.1 ‘Diagnosing Problem, and 3.3
‘Managing Sales Force’ ―support the core sections and are here for completeness of the
material covered. Whereas the core sections will be useful to most businesses, these supporting sections are especially applicable if you face relevant problems.
For more on which parts are most relevant for your businesses and problems, see ‘Marketing Competency Test’ on page 12.
The next page explains the methodology used throughout the manual
―that is how the marketing concepts will be taught to you.
– INTRODUCTION –
6
METHODOLOGY OF THIS MANUAL
Each chapter includes:
i
Framework to structure the learning and to facilitate your thinking about marketing improvements in the particular area
ii
Examples for all concepts using relevant products and companies
iii
Templates and checklists to recap learning and as tools to be
used in practice
iv
Exercises to practice covered material on your own products
and business
Each printed page has two parts: 1 the top with a slide with one of the above, such as a framework, example, etc., and 2 the bottom with a commentary on the slide,
short lead into or an interesting fact about the next page and room for notes.
7
The beginning of each section describes a ‘framework’ which will serve as a step-by-step guide on putting marketing theory into practice. For example, section 1.1 gives you a
detailed step-by-step work plan on how to develop the right positioning for your product, as well as for your business.
Then each section of the manual is filled with a detailed description of how to progress through each individual framework by providing examples and practical tools, such as
templates. For your use, blank templates are included near the end of the manual.
Exercises are an essential part of this manual. Each of the three sections has one exercise, divided into two parts. The exercises can be found at the very end of the manual.
As you progress through the text, you will be alerted when it is appropriate complete the exercise
―or if you prefer, you can do the exercises at the end of each chapter. Equally importantly as these structured exercises, you should treat every single page as a mini
exercise. In other words, try to apply every new concept or example to your own products. To encourage you to do that, many pages contain a question or a quick “to-do” for you
before you move on to the next page.
The next page explains in more detail what type of businesses can most benefit from
the manual.
– INTRODUCTION –
8
TARGET AUDIENCE FOR THIS MANUAL
Small businesses in need of improving marketing selling skills, although savvy marketers can benefit
as well by using the manual as a reference and a comprehensive checklist
Producers sellers of natural products, although businesses from other areas can benefit as well,
since marketing is a general and not industry- specific discipline
Direct sellers to end-customers, although producers-only and wholesalers can benefit as well,
as most marketing activities covered in this manual are applicable to all
Use the ‘Marketing Competency Test’ on page 12 to see how much you can benefit from this manual and specifically from which sections
9
One of the important topics covered in this manual is selecting target customers. The material offered in this manual can benefit any small business that wants to improve its
marketing and selling competency.
More specifically, the manual’s is targeted at natural producers whose marketing training, skills and experience are quite elementary.
Why are you interested in marketing? Why, specifically, is it important for
your business?
– INTRODUCTION –
10
WHY SHOULD NATURAL PRODUCERS BE AT ONCE CONFIDENT, CONCERNED, EXCITED AND WORRIED ABOUT MARKETING?
STRENGTHS – Why be confident?
☺
Great products
☺
Large tourist base
☺
Own commitment
WEAKNESSES – Why be concerned?
Lacking marketing sales training Modest or no staff resources
Modest infrastructure Low capital for investment
OPPORTUNITIES – Why be excited?
Cruise ships with tourists who want authentic products
Better differentiation overall marketing of your products
Trend towards healthier nutrition
THREATS – Why be worried?
Large-scale, low-price retailers Copy cats and fast saturation of
successful demanded products Scarcity of some natural products
11
Before you go through the ‘Marketing Competency Test’, the above page summarizes why almost any natural producer should start caring more about marketing. This
assessment of strengths, weaknesses, opportunities and threats obviously does not apply to all natural producers, but they capture well the situation of most.
When you read through these and as you add other points relevant to your specific situation, you should come to the conclusion that
―“I must start taking marketing more seriously”. Both the opportunities as well as the pressures exist and are real You must
improve your marketing competency. You have great material to work with in your products and your dedication and you can greatly benefit from making some
improvements in your markets a few pages further into this manual, you will see how even simple marketing improvements can benefit natural producers.
The next page is the already mentioned ‘Marketing Competency Test’.
– INTRODUCTION –
12
MARKETING COMPETENCY TEST – DETERMINING WHICH PARTS OF THE MANUAL CAN BENEFIT YOU THE MOST
3.1 Personal Selling 1.1 Developing Positioning
