Contents in this class

CONTENTS Date
0 Introduction 17th Oct
1 Consultancy summary 17th Oct
2 Marketing & Sales summary 17th Oct
3 Sales basic knowledge 18th Oct
4 Marketing basic knowledge 18th Oct
5 Marketing survey (plan - action) 19th Oct
6 Marketing survey (finding data) 19th Oct
1
 Key words

▪Consultancy
Consultant
▪Problem identification
2
[Ice break 2]
Individual: 5 min
Group: 10min

Common problem among SMEs

▪What are the main challenges facing SMEs?

▪How do the challenges mentioned above impact on
SMEs?

3
 [Ice break 2]
Common problem among most of SMEs
▪What do you think the common problem among SMEs is?
→Limited skills in identifying and understanding fully the company or
marketing problems (They act based on only what they sense)
▪What is the effect of the above problem to SMEs?
→Act based on abstract challenges
→Set up unclear actions to solve the challenges (what necessary to do)so there is;
→Low probability to get a good result
→No effective feedback & improvement for the next stage

Note; Consultant needs to clarify the problems of SMEs, then support

to visualize, prioritize, and support practical activities to solve the
problem 4
Important of problem clarification?

Without clarified info With a little clarified info With accurate info

Increase sale of the main product Increase main product sales

Increase sales income and reduce churn income to 10M KES and reduce
churn rate to 10%

5
 Current
position

Destination

If the objective of a company is to sell 10,000 pcs or more there are several
ways to do it differently depending on their situation (HR….)
a: New product development (to let them switch new product)
b. Promote rebuy
6
c: …
 Role of consultancy
▪ The role of consultancy is to navigate
SMEs thought system to clarify the
problem and find appropriate solutions

7
Key points/characteristics of
consultancy
① Attentive listening
→DO NOT pre- empt
②Data oriented
→DO NOT use many words/jargons
③Plan & Act based on Purpose
→DO NOT action without planning
8
 Wrong Consultancy
▪Giving explanation based on
general information / theory
→You are not a school teacher

▪Giving inconsistent explanation

→This is not a game

9
[Ice break 3]
Consultancy Process
What does the consultancy process involve?
[Ice break 3]
Build consultancy process
<Example process>

Collect information
Ask problems/challenges, set up theme (what should be improved)
Dig in the data based on the themes
Plan the solutions
Deploy
Feedback

Necessary to see the actual data from the beginning, and to

consider realistic activities (unlike textbook info) 11
 CONSULTANCY PROCESS
Check & interview company,
the industry and competitors Collect data for
verifying the
To dig in insights of company hypothesis
people, customers etc.

Specific Care Next

General info Hypothesis Evaluation
inspection method schedule

Compare result with

Set up what
the hypothesis
occurs/ some
if difficult, back to
bottleneck
previous step
12
 General info
<Purpose>
▪ To understand the current situation (Study management
diagnosis)
▪ To find out what problem Pilot Enterprise (PE) think they
have

【 External 】
▪Product market trends
▪ Market size
▪ Competitor analysis
【 Internal 】
▪Corporate structure
▪Sales revenue details
▪Product detail (what contents PE has)
▪Customer list (what contents PE has)
▪Competitor data (Bench marked) 13
Hypothesis

Ways of analysis/scoping the PE’s

problem
1.Brainstorming
2.Looking at the financial statements
3.Looking at the market trends
eg Quality affect customer repeat purchase
14
 Specific inspection
<Purpose>
To validate whether the bottleneck identified is right or not, based
on a specific plan
【 A part of Preparation 】

Current Ideal
Half of customers don’t rebuy
e.g.
Complaint 1st response Survey
1. No proactive customer service
average time: 1 day
eg.Complaint 1st response average plan
time: 1 week
Good product quality
2. Product quality
Competitive price
3. Price

15
 Evaluation (Analysis,
presentation and Interpretation)
<Purpose>
Process the data to get information for decision making

【 Raw Data 】 【 Data processing 】 For example

relating quantity purchased with price
of product
Correlation (Qty & Unit price)
25,000
20,000
15,000
10,000
5,000
0
75 80 85 90 95 100 105
16
 Care method
<Purpose>
To encourage the PEs to implement the
recommendations
【 Report with recommendation 】

17
 Next schedule
<Purpose>
Do follow-up on the progress of the PE after each visit and at
the end of all the sessions

18
 Contents in this class
CONTENTS Date
0 Introduction 17th Oct
1 Consultancy summary 17th Oct
2 Marketing & Sales summary 17th Oct
3 Sales basic knowledge 18th Oct
4 Marketing basic knowledge 18th Oct
5 Marketing survey (plan - action) 19th Oct
6 Marketing survey (finding data) 19th Oct
19
[Ice break 4]
Group: 10min

Difference between 2 images

▪ What are the differences between team Orange and Black

20
[Ice break 4]
Difference between 2 images
▪ What are the differences between team Orange and Black

The main difference is whether each member has each role for
one goal or not.
Role means such as “why(purpose)”,“who”, ”when”, ”to 21
whom”, ”what to do”, ”where”, ”how”
Meaning of Marketing
PE C1 C2 C3

The marketing activities start before processing to know who is the

customer, what do they need in a product then develop the product to meet
this needs,

PE should know how other competing companies C1, C2, C3 are trying to
meet the needs of these persona.
What Is marketing?
It is the process by which companies create value for customers and build
strong customer relationship in order to capture value from customers in
return ( Kotler and Armstrong)

i. Creating customer interest in your product.

ii. Building and managing strong customer relationships.
iii.Creating a competitive advantage.

It is the science and arts of exploring,creating and delivering value to

satisfy the needs of target market at a profit
 What is sales
Transfer of product from manufacturer to
customer in exchange for money
Key words

▪Know your customer,

competitor, and own company
▪Clarification of roles of each
person in marketing department
25
Know your customer
• Who are they; Persona
• what do they buy; Product and services
• Why do they buy; Target needs
• When do they buy; Customer behaviors

• How many are they; Market size

• How often ; Market growth ratio
Factors that influence customers to choose your
company or main product?

Factors Specify
1) -....HIGH/LOW
1) -price 2) -
2) - 3) -
3) - 4) -
5) -
4) -
5) -
 Know your company
Organizational SWOT analysis
OPPORTUNITY (+) THREAT (-)
Name of organization -Ready customers -Competition
-Wide customer range -Local authorities regulations
Vision, Mission, -change of lifestyles-people -lack of staff
Objectives accepting natural foods
-Supermarkets accepting locally
- Buying behavior

produced products

STRENGTH - Strategic location

(+) -Competitive pricing
-Availability of machines
- Quality products
-Processing equipments
- wide channel
WEAKNESS -Unskilled labour
(-) -Outdated production
equipment
-limited customer base
Know your competitor
Factors Company name Name of Name of Name of
Competitor 1 Competitor 2 competitor 3
Competitor Analysis
Market share of competitor

Main competitor spec in terms of 4Ps

Product

Price

Promotion

Place

Other description for comparison

→
[Ice break 5]
Individual: 5 min
Group: 10min

Difference between marketing & sales

▪Let’s think of the difference between marketing and sales

▪ If it’s the same, it has to be in one department

In your opinion, What is the purpose of;

● Marketing“
“
● Sales “
” 30
[Group work rule]

▪Finish by the deadline

▪ The roles below have to be decided
<2 members>
Role Detail Name
Leader Facilitate discussion & Make a speech
Rapporteur Sharing screen & Take notes

<more than 3 members>

Role Detail Name
Leader Facilitate discussion
Rapporteur Sharing screen & Take notes
31
Presenter Make a speech
 Individual: 5 min

[Ice break 6] Group: 10min

Roles of marketing & sales

1) Regular customer survey 8) Competitor research

2) Contract with specific terms 9) Negotiation
3) Lead generation 10)Communication (touchpoint)
4) Target research design
5) Regular customer communication 11)Remove customer's satisfaction
6) Rebuy promotion 12)Delivery confirmation
7) deployment (promotion activity) 13)After-follow
14)Market research

32
[Ice break 5]
Difference between marketing & sales
Sales and marketing are two business functions within an
organization -- they both impact on lead generation and revenue
collection.
Marketing is the process of making
Sales refers to all activities that help
in making the targets love the people interested/ attracted to
good/service and continue product and purchase”
purchasing” →Build the path from
→Maximize long term profit attraction to purchase

It’s important to understand the difference of main purpose on each, in order to

organize and scope discussions with PE or to organize your thought
Differences between marketing and sales
FACTOR Marketing Sales
APPROACH Need to attract large audience and Converting leads into customers by
create awareness to product/brand/ pitching the product to align with needs
PROCESS Analysing market and strategies and one to one approach
creating attractive campaigns
FOCUS Promotion and brand awareness fulfil sales targets
STRATEGY PULL PUSH
PRIORITY Build a good customer audience base Selling as much as possible
ORIENTATION Leading generation oriented Solving problem oriented
DURATION Long term short term
END POINT Customer awareness and audience Selling of product
attraction
 [Ice break 6]
roles of marketing & sales
▪List up main roles on marketing and sales
<Marketing> <Sales>

35
 [Ice break 6]
roles of marketing & sales
▪List up main roles on marketing and sales
<Marketing> <Sales>
1. Market research 1. Lead generation
<Sales>
2. Target research 2. Regular customer communication
3. Negotiation
3. Competitor research
4. Remove customers dissatisfaction
4. Communication (touchpoint) design 5. Contract with specific terms
5. deployment (promotion activity) 6. Delivery confirmation
6. Regular customer satisfaction survey 7. After-follow
8. Rebuy promotion

It’s important to clarify roles and responsibility for controlling

the activities. The roles on each department are fine to be
decided by the company
36
Company value chain example
Before purchase After purchase
Marketing &
Finance Marketing Sales Production control Sales Finance Sales

Budget Set up Set up sales Procurement Managemen Control cash Testimonial

allocation marketing list & activity t delivery & account collection &
based on objectives & plan Machining analysis
records & activity plan Follow up Settlement
corporate Control each Assembling customers Share data
objectives Deploy the sales Make journal inhouse
actual progress Inspection Solve
marketing complaints
promotion Close Logistics
contracts

HR
Admin
37

37
Marketing roles
<Marketing>
▪Market research
▪ Target research
→STP, customer survey, listing up
▪ Communication (touchpoint) design
▪ Deployment (actual promotion activity)
▪ Competitor survey
▪ Regular customer survey
→4Ps comparison, customer survey, analytics tool
38
Sales roles
<Sales>
1.Lead generation
2.Regular customer communication
→Sales planning (scheduling), Preparation for each customer group

3.Negotiation
4.Eliminating customers dissatisfaction
5.Signing Contract with specific terms
6.Delivery confirmation
→Call/ E-mail/ Visit to action, , Progress control, Usage management

7.Rebuy promotion
→Customer survey, Complaint management 39
8.Follow up
Manager essential roles
<Sales manager> <Sales manager>

Progress management from a bird's-eye view (resource allocation

and individual follow-up)

<Sales reps> <Sales reps>

1. Follow up after sales
2. Promote rebuy
3. Visit to customer
4. Discussion with key buyers
5. Manage to solve customer's dissatisfactions
6. Make a contract
7. Install products/services

Organization has to have the mechanism how to manage/control members’ activities 40

 Marketing process
Environment analysis (clarify current situation)

PESTEL 3C

Basic strategy (clarify the target)

Segmentation Targeting Positioning Persona

Specific method (plan realistic activity for achievement)

Product Price Place Promotion

41
 Sales process
Sales planning (clarify target and schedule)
Listing up targets Sales schedule

Carry out Sales activity to get order

Document preparation for Comparison
Appointment & Visit Close
each customer type (solve problem)

Follow up to ensure long term relationship

Complaint treatment & sharing it
Contact schedule Promotion for cross/up selling
inhouse

42
 Customer behavior models
-beginning-

A I D M A
Awareness Interest Desire Memory Action
*Customer gets to *Customer reads *Customer *Customer holds his *Customer buys the
know that the about the product develops his LIKE LIKE of the product, product
product exists benefits and how of the product to consider or
it’s useful to him compare.

<GOAL>Increase <GOAL> <GOAL>

<GOAL>Increase <GOAL>
Providing purchase Providing purchase
awareness understanding Arousing needs 43
motivation opportunity
 Customer behavior models
-beginning-

A I D M A
Awareness Interest Desire Memory Action
*Customer gets to *Customer reads *Customer *Customer holds his *Customer buys the
know that the about the product develops his LIKE LIKE of the product, product
product exists benefits and how of the product to consider or
it’s useful to him compare.

<GOAL>Increase <GOAL> <GOAL>

<GOAL>Increase <GOAL>
Providing purchase Providing purchase
awareness understanding Arousing needs 44
motivation opportunity
 Customer behavior models
-beginning-

Awareness

By MINI

45
Source:https://youtu.be/ZvJujguS8_8
 Customer behavior models
-beginning-

A I D M A
Awareness Interest Desire Memory Action
*Customer gets to *Customer reads *Customer *Customer holds his *Customer buys the
know that the about the product develops his LIKE LIKE of the product, product
product exists benefits and how of the product to consider or
it’s useful to him compare.

<GOAL>Increase <GOAL> <GOAL>

<GOAL>Increase <GOAL>
Providing purchase Providing purchase
awareness understanding Arousing needs 46
motivation opportunity
 Customer behavior models
-beginning-

Interest

By Vaseline
&
Mercedes

47
Source:pinterest
 Customer behavior models
-beginning-

A I D M A
Awareness Interest Desire Memory Action
*Customer gets to *Customer reads *Customer *Customer holds his *Customer buys the
know that the about the product develops a LIKE of the product, product
product exists benefits and how liking/love for the to consider or
it’s useful to him product compare.
<GOAL>
<GOAL>Increase <GOAL> <GOAL>
<GOAL>Increase Arousing needs
Providing purchase Providing purchase
awareness understanding 48
motivation opportunity
 Customer behavior models
-beginning-

Desire

By Spalding

49
Source:pinterest
 Customer behavior models
-beginning-

A I D M A
Awareness Interest Desire Memory
Memory Action
Action
*Customer gets to *Customer seek *Customer *Customer maintain
holds his *Customer buys the
Customers
know that the more information develops a LIKELiking/love
their of the product,
of
Customer Buy
product
product exists about the product liking/love for the to consider or
the product and so the product
benefits and how product compare.
consider it or
it’s useful to him compare it to
<GOAL>Increase <GOAL> <GOAL>
<GOAL>Increase <GOAL> another
Providing purchase Providing purchase
awareness understanding Arousing needs 50
motivation opportunity
 DECISION PROCESS
COMPARISON
Organizational

Acquisition and
Problem Product spec & Selection of
analysis of
Recognition value analysis order routine
proposal

General Need Supplier

description Supplier search Evaluation
selection

Individual

Problem Information Evaluation of Post-Purchase

Recognition search Alternatives
Purchase evaluation

51
 Conclusion

In both marketing and sales, it is

important to clarify the role of each
department and each person (who,
when, what, and how)

52