Please watch no 7, systems please watch the video

How to run a business:

1  How do you make a system;  4 steps,   No 7 in the video

2.   Checklist

Even the mightiest and biggest can stall and face challenges

TO    :    All sbus

Thru:     Tina/Madel

Attention:   Ms.  Ramos, Calapan  HGGMP, LU, Panga

Date:    4/25/2016

Ayala land, one of the oldest and biggest is facing tough challenges as mirrored by its

P19.00 only stock prices ONE OF THE LOWEST PRICE  in its history  used ot trade at P35.00

 and faces a lot challenges:  

     1,  Huge debt  (high interest expense)

     2. Declining sales

     3.  Unsold inventories (one of the huge inventories)

as they and us face huge challenges form Macro environment.   Their management is one of the best in the country

We face the same challenges 

How about us:

1.  What happened to us in the   first quarter

2.   April?

3.  What are your sbu resolutions to help us defy the challenge of the failure that even big companies face?

COMPILATION OF IDEAS AND THOUGHTS ABOUT BUSINESS MARKETING AND SELLING

           

 COMPILATION OF IDEAS AND THOUGHTS ABOUT BUSINESS,                                               MARKETING,  AND SELLING

Objectives:      1.  To collate in one spot all that needs to be learned about business, marketing and sales

                        2.  To make efficient training of CSS, CMO and other sales executives

Background    1.  Some sbus are not selling;  our sales and collection have steadily decreased.     We peaked 10 years ago.

                       2.  Dearth of knowledge by newbies

                       3.   We need SUNNAO - emptying our cup as we listen and as we work at Holy Gardens

                       4.  Two laws to be remembered:

                            KIDLIN law -  writing down and clarifying the problem solves 50% of  a problem or situation

                            WALSON law -- intelligence and knowledge precedes any situation, and the money and wealth that comes

    WHAT          COMPILATION OF IDEAS AND THOUGHTS ABOUT BUSINESS                                                      MARKETING AND SELLING

    1.  Definition of a business -  a business is an entity that creates customer.

        1.  Two functions are important in  a business:   marketing and innovation (R & D)    Marketing to make the customer aware and buy and r & d to follow changing customer wants and needs

             to satisfy him

        2.  Creating the customer involves prospecting and selling.   No prospecting and selling no business.    Customer is the one who pays

        3.  An sbu only function is to sell.   No sales ---> the sbu lose its reason for being

  2.   Why is selling an important activity?

      1.  It makes the world go round;  no sales no economic activity;    no economic activity -->  no food shelter satisfaction of peoples wants and needs

      2.  Economy is nothing more than a collection of various selling and buying activity.  It is not megadeal and mergers and acquisition, or mega govt projects

      3.   Selling is the major  wealth creating activity.  That is why marketing is a major activity that gets paid well.

      4.  Between producing and marketing marketing gets the bigger share of the economic pie (why traders make more money than farmers producers

      5.  And yet it only requires investment of saliva

F010 JUS 243 Explanation of marketing topics for review

TO   :   All

Attention:      1.   Elena

                     2.  Sharifa

                     3.  Aubrey

                     4.  Charisse

                    5.  Aprilyn

                    6.  Marjobie

                    7.  Elena

SUBJECT;   MORE KNOWLEDGE ON MARKETING TO BE USED IN DAY TO DAY SELLING AND MARKETING PLAN PREPARATION

       1.  Atin pong basahin

       2.  Atin pong basahing mabuti

      3.  UUWI LANG PAG MAY BENTA.   PAG WALANG BENTA WALANG SUSUWELDUHIN

      4.  Maging isang productive na kawani at mamaya -   magkarron ng resulta

     5   Baguhin ang trajectory ng HOLY GARDENS

---------- Forwarded message ---------
From: Jorge Saguinsin <jorge@holygardens.ph>
Date: Tue, May 3, 2022 at 2:18 PM
Subject: 010 JUS 243 Explanation of marketing topics for review
To: Madel Holy Gardens <mrss@holygardens.ph>, Ma Veronica Miranda <iamveronmiranda@gmail.com>, Holy Angels Morong <admin@holyangels.ph>, <jorge549.holygardenshr@blogger.com>, AR Saguinsin <arsaguinsin@gmail.com>, Jorge Saguinsin <jorge.holygardens@gmail.com>

Objectives:

       1.  To increase learning on marketing and/or refresh if forgotten

       2.  To increase sales and consequently the earnings of CSS and CMO under DILP

Reality:

      1.  Sales on the decline

      2.  Zero if not little knowledge of marketing

      3.  Bad interments; undelivered documents

Topics:

     1.   Purpose of a business

           

          A business is an entity that creates customer.   Therefore there are two important functions above all others

          1.  Marketing 

          2.  Innovation

        How does a business create customer:

        1.  Designing new products or products that solve  problems of the customer

        2.  Keeping in touch and satisfying the customers most of the time

        3.  Soliciting new customers through prospecting

        4.  Repeat sales for existing customers or cross selling up selling

       Some organization focus on power struggle or authority. But that is not the way to run a business.  Priority always in the business is customer

       As in Christian doctrine, the  one who serves the customer best wins.  In many of the sports, as tennis, table tennis, volley ball, the  winner is 

       one who serves best.  The Christian  doctrine prescribes faith, love  and  charity.  The faith and love are useless without charity ie service

     2.   Market industry 

           Many of us made the business world complicated and peppered with academe jargons.  Many workers, envision the perky business world:

           suits, executive suites, glitzy offices.   But all businesses is just like any sari sari store.   It is about selling goods and services to a buyer.

           Many college graduates think they are above that and prefers only office work, and disdain the reality of business, ie a seller and buyer transacting

           

          A business is a collection of buying and selling transactions

          The market of is a group of transactions ie of business lumped together

          The industry is composed of a group of markets transactions

          The economy is sum total of industry transactions. 

          The basic unit is the transaction:   a buyer and seller

           

     3.  Importance of customer service

              Since the purpose of the business is to create customers it is paramount to develop, capture and retain buyers/customers. 

              Who is the customer?  The customer is the one who pays.  He is the paying prospect.

              Some adage have been made regarding the customer.  Rule #1.  The customer is always right.  Rule #2, if the customer is wrong

                  go back to Rule No 2    But new employees are against this rule and riles vs customer service

             This post has made a ppt uploaded at Slideshare.  Slideshare bougquet of customer service  This covers:

                       1.  Initial customer contact

                       2.  At the office

                       3.  Establishing rapport

                       4.  Tripping

                       5.  Closing

                       6.  Plaisir  the five senses.  This is the latest.   The customer service especially in the service business must appeal to the five senses:

                           taste, smell touch, hearing, sight.   These appeal  must be worked on.  Thus hotels    provide colors and pleasant architecture - sight;

                           good food -  taste;   pleasant smell -  smell;    piped in music or white sound hearing,  and soft beds and pillows silk and leather covers -

                           touch.  This was started by Sofitel -  one of the most successful organizations running hotels

                          There are other aspects of operations where superior service is required say in memorial park:

                              1.  Billing

                              2.  At the office

                              3.  Parking

                              4.  All saints day

                              5.  Answering phones

                              6.  Interactions with the SG

                              7.  CR - clean ba or foul smelling. with water ba? With soap and tissue

                       However there are two important transactions which must be addressed:

                              1.  Documents delivery after payment.  Thats what the customer paid for

                              2.  Interment service.  That is the ultimate experience where CS can be seen.

                      ATM we have failed in these.  

                                   

     4.  Business model:     PTM, customer link, customer channel, 

                  A marketer should take note of the business model, so that he becomes relevant to the  business

                  The parts are:

                                   MVP   -  main value proposition   what is the value being provided by the business or by the product to the PTM

                                                 at the center.  It is not the product but the solution being offered by the  product.  

                                                 What is the pain being removed in the customer?

                                                 What is the gain being provided?

                                                 Say a dandruff product:   Pain  being removed - the embarrassment of having dandruff falling on social occasion

                                                 Gain:   being more handsome and socially pleaing or fragrant

                                   Primary Target Market -  a business cant be every thing to every people,  Although it can only provide sizes and models

                                                A particular model say a HRV appeals to only certain group of buyers, so with SUV   It must be clear what

                                               are the offerings to which market category you are wooing.  So we have the Nielsen classification:

                                               A  1% of the population   The rich and super rich residing in Forbes and Dasma or in 50 million condo  Earn 1M a year

                                               B  9% of the population.  Residing in Bel Air, SLV, Ayala Alabng, Corinthian   Earn P500K to P999 a year

                                               C.  20% the middle class.  Junior execs, entrepreneurs   P251K to  P499

                                               D   30% of the population.  Those earning  minimum wage.  P150k to P250K

                                               E   40% of the population    The farmers, those under employed  Earn less than $1 a day  P100 to P300/day

                             In the current election campaign, LR is supposed to be wooing A to C while  BMM the D and E.  They are more in number and therefore

                             Victory is predicted for this candidate.  

                             This has given rise to bottoms up marketing and/or sachet marketing.   The marketer sells to these large but purchasing power 

                              challenged mass via sachet that are affordable.   A sachet of shampoo, lotion, or deodorant.    (The environmentalist hate these

                              marketers for the waste they create

                                          Customer link -  the customer service being provided.  the CRM or rewards system if any, or DM at social media

                                          Customer channel -- via again DM, or gmail marketing (Google ads) or FB or agents, or brick and mortar store

     5.  Product is a solution to a problem: what is the pain that the product removes, pain or gain for the  customer

               We do not sell product.  We sell solutions.  A computer is a solution to mails, storage  of data, searching of data, research.  It is never a hard

               ware that we buy because it is a technological wizardy.  

 

              An android provides:  music and video for entertainment;   a calculator,  as a gadget to compute,  fm radio for music, cameras for memory apps to

              measure bp and other things.   

             So in general, we determine what is the pain to be removed by the product from the customer, and what is to be gained.

             So for a memorial park as a solution to a problem;

                           Pain to be removed -  the grief, the availability of burial ground, the minding of other details needed in the interment.  Thus if 

                                                              could handle the death certificate and burial permit

                          Gain -  prestige, appeal to the pride and ego of the buyer, orderly and beautiful situs.  

               It is best to get prospects first before building the product   So what do you do -  build a commercial complex and then advertise for the 

               lessors, or determine first the  need for a commercial complex and then build the complex.

               So some mega companies, seek revenue estimation first before committing cap ex.  Some non experts do it the other way around.  Build

                the product first and then Bahala na si Batman for revenues.  Stark difference between Tony Boy when running PLDT.  Tony Boy focused

                on Cap Ex.   MVP focused on revenues.  

     6.   Vision, cash flow sales:  AATR

            They are interrelated:  Vision, cash flow sales:  AATR

            A company has a vision  (a picture an image of what the business will be in terms of size, market coverage, other business to be in)

                                say computer in every home

           To achieve this you need cash flow (not coming from loans  or IPO not everybody has access to money or capital markets)

           To have cash flow, you need Sales

           To achieve sales, you need:

                    1  Availability of the product.   Are they finished product, can you procure them from China.  If it si real estate -  can you delivver the

                        documents, or is construction completed 100%.  Have the amenities been completed?  You cant have smokes and mirrors (as 

                        some dominant computer companies did.  They got advanced for products that are still being developed  In real estate, HLURB

                        prohibits pre selling of uncompleted units.  But it has been the practice for condo business.    The developers start pouring the

                        foundation only if 100% of the unit have been sold or with DP.   Some though who have the money finish the projects without 

                        prospects and end up leasing the units under lease to own

                2.  Awareness.   Building a better product does not make the market troop to your doorstep to buy the product.  You have to make the

                     product known to the prospects via various means.  Educate them about the product features, price and performance..  Only  then can

                     you expect the prospective buyers come rushing ot your door.  The soc media has made it easier for awareness.  Thus many start

                     ups became successful because of the Marketing site -  FB where over 2 B a day make clicks.

                3.  Trial -   You have to have the prospect prove experience the product.  For cars it test drive  For food, it is product sampling.  For

                                  meds, it sampling the MD for trials and free samples for their patients.   For condo, it maybe "For only P20k move in Or  sample

                                  free massage card.  Free one night stay at a Glamping site

                                  Unless the prospect has experienced the product or service, seldom will there be sales.   

                                 For a condo or residential unit, it is the open house or free tripping.

                                 For casino, if you take a bus say from NJ to  Atlantic City, ,the bus gives you  $100 worth of tokens  (free) for you to play slot machine

                                 or black jack,  And then the $100 gets the person hooked:  forever.  Or even addicted.

            4.  Repeat sales -  this is the sweet spot for the marketers.   There is no more expense needed to acquire the customer like the 20% or so needed

                                           get the customer.  You spend this on ads, ,tripping, commission, freebies.   60% of the profit of typical company comes from

                                           repeat sales.  Projection planning is easier for this group of customer   Says ANI chief Tony Chui, (the dummy of Binay)

                                           the consumption buying pattern of repeat sales can be predicted. It is no brainer and does not require rocket science

           

     7.   3cs in a business environment

          There was a question as to who really decides in the company:  the Board or the CEO.  Usually we say it is to top honcho.  But in reality that

           the decision is determined by forces outside the board room.  They are (if the company lacks leadership)

         1. Customer -  the customer is a moving target, and his wants (take note) constantly changes   As a being connected to the infinite and in 

                                 search of constant improvement, will outlive or discard your product in favor of something better.  If you do not provide the 

                                 better product, someone else will.

         2.  Competitor  that is the entity that might provide the better solution to the customer wants.  Or the competitor may have all ready done that.                                                      Improvement of price, features, size and so on.   Then you play catch up to match the price and features.  Or provide something

                                better.

        3.  Company -  You cant be a dictator in your own company.  It is always politicalized.  You pay attention to the workers, to the regulators, 

                                  the directors. lenders.  It is never a singular unitary action.  These various stakeholders have to be placated   

             Thus it is the interaction among the three that determines the correct marketing mix/strategy

                   

     8.   Marketing definition

Paul Getter posts and ideas seen at FB

Paul Getter the internet marketing nerd

These are some of his post at FB and we can learn a thing or two from him.  The theme is just being unusual, thinking out of the box, or a purple cow.

It is the focus of most strategist.   Do nothing exotic about your business model.  Just make an outstanding unique product or ad, to be the  most preferred and saleable 

product in the market place

And profiting from you mistakes

1.  THE BAD PEN  (a recurring theme in his writings)

      A bad pen in the batch can be your best teacher.   It teaches you to make a better product.    It can be your free consultant to improve your product and hence your company

2.  The MISSING KEY

     One day, Andrew Carnegie the steel business magnate found out that they could not start the factory because they could not find the KEY  to the warehouse Then Andrew c ordered the

     unthinkable -  destroy and stop having a lock from thereon.   What was the lock and key for -  to prevent the 1% possibility of theft.  What then was the solution:    better system, better

     process to stop the theft .   The key could not be a bottleneck for running a multimillion project.   There has to be a better way.  How many times do we find bottlenecks in the business

     that should not be there and stop the business.  Find and remove them

3.  The spotlight switch

     This is about the concert of Bayonce that experienced a brown out.  The team of Bayonce was prepared and anticipated this.    And the concert was a success.  And a PR was created:

     to highlight the  team of Bayonce -   " Bayonce concert proceeded despite brown out"   A great team, a great singer   Turn a misfortune a disadvantage into a uniqueness, a shining moment, a 

     stand out

4.   The empty table 

       The story is about Steve Jobs returning to Apple.   Apple was on verge of collapse and bankruptcy  after he was fired and other CEOs took over including Sculley, whom he recruited from

       Pepsi Cola but fired him   Steve looked at the list of the plethora of products  And initially Steve Jobs said nothing.  But he cleared the table -  removed the other non performing products and

       left just four.   More products line:    1.   Create confusion and chaos    2   Dissipate resources and management thinking and energy.  3.   Destroys focus.

      Application in marketing;    the first 5 seconds is important.  If it cant be explained in 5 seconds, then you cant sell it.      If the ad cant stop the eye of the scroller in 5 seconds it cant sell.  

      Empty table enables focus, focus, focus

     The successful billionaires are those who focus on one industry or product.   Or activity.   Conglomerates

       are long gone  So who are most successful:   Warren Buffett Bill Gates, Mark Zuckerberg for               staying focussed.   Most successful ads are 7 words, some say it is 15 words.  Too many tend to               confuse

     Again same thing:   from nothing to nothing.  (Pay Pal  -   Peter Thiel)

5.  Inside out

     This is reverse thinking, this is about stand out.    This is about clothing     Abercombie fitch  Other clothing focussed on things that are visible -  outside.   Fitch focussed on logos and

      graphics in the inside.   They built identity inside and out.    The bigger the logos sign the bigger the sales.   Sales fettered out when they changed the strategy.  

     So the product must be presented what it does inside -  the body, the label, not what it does outside   It is one approach.

6   Lost luggage

     Thsi happened to Southwest, Herb Gallagher airline  One time it kep losing luggage.   It could not  afford that bad pr bad customer service.   So Herb athered its ground crew and staff and conferred

      on how to address this issue and they were able to solve this at a minimal cost.  From pure team work and cooperation.

    ( A negative into a positive)

7.   From missed call bug to an opportunity.

     There was a bug that existed in a Motorola phone model.  There was a buzzing sound in case there was a missed call  It was a bug.  Motorola did not solve this and use this bug aa a distinguishing

      feature.   Turning a glitch, a bug into an advantage

      (disadvantage into advantage)

8.   Less talk, less mistake, less talk more of mystery

      This was entitled 11th KFC herb in the original post.    As in Coca Cola x   The secret formula.   Secret missing words created intrigue and mystery in the product and makes the customer

      interested.   (Maybe the rationale behind Lazada mystery box)

     Dont tell all.  Leave something for imagination as in a strip tease show.   Tease the imagination, the customer wants, and needs

9.  Take ownership blames for bad product or service

     Own it apologize dont hide or cover up.  Customers hate lies and cover ups.     Call for press con, Admit, be willing to recompense.

10   First hire -  hiring for the future

      Most hire for now.  But Amazon in 1994 hired for the future  For today in the person of Shel Kaphan.   So hire for the potential:   skill and leadership which will lead the company into the next decade.               Your latest recruit holds the key to your future   The destiny of your company lies in the hands of your latest recruit

11.  Time is gold, time is precious, work on it in your business

      Mark Z of Meta (FB) noticed that the magic time for the site to appear at the phone or computer is 3 seconds  When it exceeds 3 seconds usage drop.   Sam Walton convinced his board to invest

     in satellite technology so that the Credit Card loads up in 45 seconds.   This saves long quues and means say 500 customers more per day processed and multply this to 30,000 stores say $100 more              sales means more revenue for the business

    Its not only a legal obligation to serve your customers fast  (under anti Red tape act), it is wise and sound business practice. as this example has shown

12.  Make waiting time valuable (converting this into marketing tool/weapon)

      Waiting increases customer annoyance and can generate bad rap for your business

     Thus transform waiting time to increase customer connection:

    1.  In the CR put picture frames and or ads at the cubicle or at wash rooms (being practice by Alamaris)

    2, Put mirrors and ads at elevator

    3.  Send gifts or notification to keep customers for delay in docs or other deliveries.    Thus funeral packs and other freebies while waiting for interment

    4.  Merienda in office if the processing is taking a while or conversing with the customers

13.  Selling benefits, solution to pain or highlighting gain, instead of a product

      Rolex used to sell time, now it is momentous events like victories;

      We used to sell plots, now its honoring memories. 

     Subdivision developers used to sell house and lot now its lifestyle

     Resto used to sell food -  now its healthy living.      (As is for the foodstuff of student who was diabetic, and sold a keto diet combos for diabetics and is doing fine)

14.  Smudges in products and packaging:

      Ones products sold better on wrong printing of paper bags

      Coca Cola smudges on its ads made the ad a standout and sold more

      Starbucks write the name of the customer on the paper cups

15.  Selling fantasy and the future

      Thus many companies sell fantasy and the future in:

     1  Games, 

     2.  Theme parks

     3. Movies

     4.  Toys

     We love juwento and stories.  That is why movies and TV are favs.  And they help sell products

     Many go into drugs to experience out of the world experience

      

     

Important Knowledge - MINI MBA

Providing outstanding amazing values through process clarity and improvement

 IMPORTANT KNOWLEDGE (MINI MBA)

COMPONENTS OF BEING FAITHFUL

S—Start small

B—Be on time

D—Do the hardest job first

O—Organized your life

W—Welcome Responsibilities

A—Accept Correction

P—Practice self-denial

HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

These are the only rules you will remember in good human relations, friendship, leadership and salesmanship.  These will help you boost your effectiveness and output as a person

1. Smile  (Image:  Smiley)

2.  Show honest and sincere appreciation

3. The sweetest sound to any person in the world is his first name (image:  nameplate

4. Listen  (Image:   stethoscope)

5. Interest  (Be genuinely interested in people)  (Image:   interest sign)

6. Don’t complain, Condemn. Criticize and chismis  (Image:  4 Cs with x over it)

PERSONAL MASTERY

· “Master yourself before you master others.”

· “Conquer your fear and you conquer death.” - Alexander the Great

· “Knowing yourself, knowing your enemies, 100 battles,  100 victories”  - Sun Tzu

THE FIFTH DISCIPLINE—PETER SENGE

1. Mental Model

2. Personal Mastery

3. Systemic Thinking

4. Shared Vision

5. Shared Learning

CULTURE OF EXECUTION—LARRY BOSSIDY

K—Know your people and your business

I—Insist on Realism

S—Set clear goals and priorities

F—Follow through

R—Reward the doers

E—Expand people’s capabilities

K—Know yourself

PERSONAL MASTERIES

1. To Think

2. To Intuit

3. To Feel

4. To Do

5. To Communicate

6. To Lead

7. To Be

1. LEARNING TO THINK

· Use of the five (5) senses

· OLO—Observe, Learn, Observe

· Use of the memory

· Categorizing, classifying

· Sequencing

· Cause and effect and other Logic

· Syllogism, Inductive and deductive reasoning

· Critical Thinking (Converging, reducing a thing to its essence)

· Creative Thinking (Expansive, Diverging, Finding multiple options)

· Systemic Thinking

· Integrative Thinking, Policy—making

· Associative Thinking (Use of mind maps)

2.  LEARNING TO THINK

· Is about endless questioning

· Socratic or Harvardian System of thinking

· No stone is left unturned

· Everything is questioned

· Its like being a child with endless questions

QUESTIONS THAT ARE OFTEN ASKED

·  What is the hypothesis?

·  What are the relevant facts?

·  Are the data accurate?

·  Is the logic correct?

·  Are the assumptions and conclusions correct?

REGARDING THE DATA

·    Magnitude—What is the direction of the data (going north, going south, going sideways?)

·    Importance—Which data is more important than the others? Data is not equal to information

·     Urgency—Which step must come before the other? What is the critical path? What must        you do before you go to the next step?

·    Relevance—What data is related to the objective or the hypothesis?

·    Doability—Is the solution feasible? Is it practical? Will the cost of the solution exceed the       benefits? Will the solution benefit everyone concern? Will the solution create       more problems than that was originally solved? PPA (Possible Problem Areas)

3. LEARNING TO INTUIT

·   From the intuire to see from within

·   It is the “sixth sense” or the gut feel

·   Topics: Dreams, Clairvoyance, Vision—the Third Eye

·   Meditation

4. LEARNING TO FEEL

· “Emotional Intelligence” by Daniel Goleman

· Emotional Awareness

· Mastering adverse emotion (adversity quotient—Rage, shame, fear, grief, despair)

· Empathy / Sympathy

· Emotional Maturity (Secrets of Performers, Source of Energy)

5. LEARNING TO DO

·   LEARNING BEFORE DOING

    1.  Creating a Business Plan ( Marketing Plan, Operating Plan, Manpower Plan, VOMKRAPI,       SPATRES

· LEARNING WHILE DOING

     1.  Problem Solving

     2.  Pareto Principle

     3.  PERT CPM

     4.  GANT Chart

     5.  Decision Tree

· LEARNING AFTER DOING

     1.  Audit

     2.  Performance Evaluation

     3.  PMRSS—Post Mortem Review and Standard Setting

6. LEARNING TO COMMUNICATE

·        Effective Communication

7. LEARNING TO LEAD

· Taking responsibility for self and for others

· Born or made? (Inspirational Leaders, Transformative & Adaptive)

8. LEARNING TO BE

· Wonderment—live curious; be a child again

· World view—”to a worm in a horse radish, the world is the horseradish”

· Wisdom—the purpose of education is to replace an empty mind with an open one

· Will to live—”Live  as if it were the last day of your life”

5’S

1. Seiri – sorting out   

2. Seiton – systematic  arrangement

3. Seiso – spic and span

4. Seiketsu – Standardizing

5. Shitsuke – Self discipline