Inspirational Power ( Part 1 )

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Inspirational Power ( Part 1 )

Inspirational Power ( Part 1 )

The Fundamentals of Strategic Marketing, Some Key Traits for Greater Effectiveness

Probably, the greatest challenge to marketing management in the next five Years will be to change quick and fast enough, in order to keep pace with new technologies, new markets and new corporate values According to the definition of the AMA, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. "

Customer focus has nowadays become a cliché among marketers keen to win competitive advantage. But this issue deserves to be taken very seriously, as it disguises a shift from brand recognition to customer recognition. . Every business competing for a leadership role in the market they are operating is customer driven, customer focused, customer related, so what is new?

A new form of interacting with our customers, what I call an, "Intelligent Communication ", should be the strategy to follow; It helps if a marketer has a sales background paired with good oral and written communication skills, but a dialogue consists in a interaction between 2 persons, in a typical business scenario between buyer and seller, and to have a dialogue one should also develop the ability to proper listen to people.

This ability, is, in my opinion, the key skill for success. We marketers generally like to hear ourselves, but how can we develop a deep knowledge of our customer needs if we do not take proper time, focus and energy on really actively listen to what they have to say. By doing this, You will become a better listeners and a more critical and creative thinker.

These are the basic elements of what I consider to be an intelligent dialog with customers

Marketers daily face an endless exchange of ideas, messages, and information by dealing with their internal and external network day after day. How well they communicate can help determine whether their companies quickly grow into an industry leader or joins thousands of other businesses stranded in mediocrity.

Marketers, should, therefore, develop a deep understanding about what their customers wants and needs are, about meeting their expectations and key requirements, and ultimately, this focus should be the source of all the inspiration.

It is becoming more and more important to demonstrate your understanding of customers and Your ability to build trust and loyalty with them, and Marketing should be the driving force in every company and be seen as the link to those customers. (Both internally and externally!) Make sure that you have THE right story to tell to Your customers, as we are entering the "Age of the storyteller " where the biggest challenge facing companies is how to tell, communicate their story in the most compelling, consistent and credible way possible.

Business is comparable to art, it should be seen as a stage, where every sell is a performance and where the customers will meet new selling experiences, will feel motivated and engage to interact with the seller and the desirable result of such an interaction should always be a win-win situation.

Basically companies are what they charge for, by competing solely on a price basis those same companies have been commoditized providing their customers the perception of little or no differentiation to the competition, and adding little value to their offers, be it a product a system or a service.

The challenge for a modern business organisation should be to move to a situation where the customer starts buying from you rather than being sold to . . .

Business as usual is no longer a recipe for success.

Business relationship should be practiced as an act of friendship, rather than merely been seen as a simple process of negotiation. It is about connecting sincerely with people in, a profitable way, but caring for there needs, wishes, and not merely persuading or manipulating them to buy. If we want to practice value based marketing, than we should realize that the value of product ranges and brands no longer lies just in their capacity to deliver better margins, but in their ability to develop business relationships which deliver the vital assets and resources that make the difference between perishing and prospering.

Therefore, and in order to stay current and close with our customers we should focus on the R of CRM and create a new form of selling "relationship".

Henrique Plöger Abreu has a Master Degree in Business Administration, more than 20 Years of working experience in Sales and Marketing. He is a Public Speaker, Business Consultant and President of the L.T.C. a non Profit Organization.

In The News:

Yahoo! News: Top Stories

Israeli government says Gaza offensive to continue (AP)

AP - Israel's government says it will press ahead with its military offensive in the Gaza Strip despite a U.N. Security Council resolution calling for a cease-fire.

Illinois House on verge of impeaching Blagojevich (AP)

AP - Gov. Rod Blagojevich faces almost certain impeachment by the Illinois House, a historic step that would trigger a trial to determine whether the Democratic governor should be tossed out of office.

Rifts show as Obama urges quick action on stimulus (AP)

AP - Lawmakers are under orders to finish action on President-elect Barack Obama's nearly $800 billion economic recovery plan by mid-February. But already it is plain that a set of serious fissures need to be bridged if the bill is to be completed within five weeks.

Democrats begin new session with labor bills (AP)

AP - Democrats are ushering in what they believe will be a new labor-friendly era in Washington with House votes on two bills aimed at helping women fight pay discrimination in the workplace.

Job losses stack up as recession deepens (AP)

AP - Trying to survive a deepening recession, employers are cutting their work forces to the bone, leaving more Americans unemployed and with dim prospects of finding a new job any time soon.

Toxic coal ash piling up in ponds in 32 states (AP)

AP - Millions of tons of toxic coal ash is piling up in power plant ponds in 32 states, a practice the federal government has long recognized as a risk to human health and the environment but has left unregulated.

Obama to finalize national security team Friday (AP)

AP - President-elect Barack Obama is completing his national security team by announcing his unusual choices for CIA director and a national intelligence director who may face tough Senate confirmation questioning over how he confronted the Indonesian military when civilian massacres were occurring in East Timor.

Emphasis on smooth transition to new Cabinet (AP)

AP - Just minutes after George W. Bush took the oath of office eight years ago, he signed papers formally nominating 13 Cabinet-level officials. Several hours later, the Senate, meeting in a special Saturday session, confirmed seven Cabinet secretaries, including the heads of the key posts at State, Treasury and Defense.

Mini Dynasty: Gators beat Sooners for BCS title (AP)

AP - Tim Tebow enjoyed the battering-ram runs. He liked the old-school jump pass. Drawing a rare penalty, that really made Tebow's day. With No. 1 Florida about to finish off No. 2 Oklahoma 24-14 for the BCS championship Thursday night, Tebow was flagged for unsportsmanlike conduct.

Critics' final answer: `Slumdog' wins 5 awards (AP)

AP - The critics have spoken, and "Slumdog Millionaire" is their final answer.

World waits on jobs data as recession weighs (Reuters)

Reuters - Steep falls in European industrial output underlined the severity of the world economic crisis on Friday and more grim news was on the way with the United States expected to report the biggest monthly job cuts in more than 30 years.

U.N. calls for immediate Gaza truce (Reuters)

Reuters - Israel pushed ahead with its two-week-old offensive in the Gaza Strip on Friday, defying a U.N. Security Council resolution calling for an immediate ceasefire.

Panel steps up criticism of Treasury: report (Reuters)

Reuters - A report being released on Friday alleges that the U.S. Treasury has failed to reveal its strategy for stabilizing the financial system, not answered questions asked by a government watchdog, and has done nothing to help struggling homeowners, the Wall Street Journal said.

EU seeks gas supply return after deal (Reuters)

Reuters - Europe sought a swift restoration of gas supplies on Friday after striking a deal with Moscow on monitoring gas shipments via Ukraine that have been halted by a pricing dispute with Kiev.

Citi backs measure to help avoid foreclosures (Reuters)

Reuters - Financial giant Citigroup Inc will support a proposal in Congress to rewrite U.S. bankruptcy law to help troubled mortgage borrowers avoid foreclosure, Chief Executive Vikram Pandit said on Thursday.

Illinois panel recommends governor's impeachment (Reuters)

Reuters - A legislative committee on Thursday recommended the impeachment of Illinois Gov. Rod Blagojevich, citing widespread abuse of power including allegations he tried to sell the U.S. Senate seat vacated by President-elect Barack Obama.

Obama team amending financial rescue package: report (Reuters)

Reuters - President-elect Barack Obama's economic team is urgently overhauling the $700 billion financial rescue package to broaden its scope beyond Wall Street, The Washington Post reported on Friday.

Health care overhaul needn't break bank: study (Reuters)

Reuters - An analysis of proposals to overhaul U.S. health care by President-elect Barack Obama and members of Congress suggests it is possible to insure all Americans without significantly raising total health spending.

Israel and Hamas battle on after UN ceasefire demand (AFP)

AFP - Israel and Hamas launched heavy air strikes and rocket attacks on each other Friday, ignoring a UN Security Council order on the warring rivals to end their conflict.

EU demands immediate resumption of gas supplies (AFP)

AFP - The European Union demanded Friday that Russian gas supplies to Europe resume immediately now that details of a mission to monitor the flow through Ukrainian pipelines have been agreed.

Inspirational Power ( Part 1 )

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