CDM

What is Marketing ?

2010-01-29T14:29:00.000+01:00

This will clear up any confusion ...
You're a woman and you see a handsome man at a party.
You go up to him and say, "I'm fantastic in bed."
That's Direct Marketing.
You're at a party with a bunch of friends and see a handsome man.
One of your friends goes up to him and pointing at you says, "She's fantastic in bed."
That's Advertising..

You see a handsome man at a party.
You go up to him and get his telephone number.
The next day you call and say, "Hi, I'm fantastic in bed."
That's Telemarketing.

You see a man at a party, you straighten your dress.
You walk up to him and pour him a drink.
You say, "May I," and reach up to straighten his tie, brushing your breast lightly against his arm...
And then say, "By the way, I'm fantastic in bed."
That's Public Relations.

You're at a party and see a handsome man.
He walks up to you and says, I hear you're fantastic in bed."
That's Brand Recognition.
You're at a party and see a handsome man.
He fancies you, but you talk him into going home with your friend.
That's a Sales Rep.

Your friend can't satisfy him so she calls you.
That's Tech Support.

You're on your way to a party when you realize that there could be handsome
men in all these houses you're passing. So you climb onto the roof of
one situated towards the centre and shout at the top of your lungs, "I'm fantastic in bed!"
That's Junk Mail.

I hope you all have a complete understanding of Marketing now

Teleprospection comment passer les barrages ?

2009-04-23T18:38:00.003+02:00

Voici un thread sur les conseils des membres du group ! Sales Best Practices de Linkedin.

Ma question était:

How to get past the switchboard
Hello

We all have our techniques to get past the switchboard when doing cold call but which have you found to be the most effective?

Thanks

Stan
Posted 3 days ago

Liam Crooks
Business Development Executive at The IT Job Board
Hi Stan,

I always think that honesty is the best policy. Be polite, friendly and courteous and explain the reason for your call. If you aren't put through then ask the person you're speaking to for their advice on when the best time to call back might be and the easiest way to get hold of Mr.X or Mrs.Y. People always like to help you out when they can, even grumpy gatekeepers!

Under no circumstances would I ever try to be obtuse, sneaky or rude, it only ever spoils the potential for long term business.

Liam

Chris Conrey

Easy tips and tricks to get past the gatekeeper:
If you're calling for John Smith ask for John - when they ask who you are use your first name. It implies that you two already know each other.
When they ask what it is in relation to say "He'll know what it is about" or "he's expecting my call"

If they push for more info then give it up freely, but those two small tricks will get you past most gatekeepers.

Gary Burkhart
Owner, Dennison Business Solutions

There are "tricks" and there is lying. The last comment is an outright lie. The quickest way to get on the badside of a gatekeeper and a potential client are to tell them "he's expecting my call".
While that works for some, I agree with Liam that honesty is the best policy.

There are a few things that I do. I assume on a cold call, you may not know the name of a client. I have always found it effective to ask for the sales department when calling.
Sales people will tell you anything and if it has nothing to do with sales, they will shoot you to the correct person (and always ask for the name and extension, so you don't "bother them" again).

Gatekeepers are less likely to quiz you when calling in to the sales department.

Hope that helps.

Vineet Mehra
Pre Sales Consultant - IT Products

That's a great tip. Thanks Gary. However, say you are calling a company where they don't have a sales department or probably you are calling a warehouse. What does one do in that situation? You don't have the name whom you need to speak to.

Martin McCabe
BDM
Good tips Gary and I agree with you that it is best to start the very first contact with a new prospect with integrity and karma intact!

I agree, you should be polite and very clear. State who you are, ask the person for their help e.g "Yes, Sarah I wonder if you can help me. I'd like to speak to the person who does x; their job title may be listed as something like y". Presume their assistance.

I would add that tone is critically important when dealing with gatekeepers. If you can sound calm, senior and authoritative rather than shifty and nervous, they are very likely to do as you ask.

(think "these are not the droids you are looking for" If mastered, the same tone should be reserved for maître d's and nightclub doormen :)

Ted Sparrey
Sales Professional - Finance Process Automation
I agree wholeheartedly with Liam, Gary and Martin - your first 'sale' is to the gatekeeper, and it is you that you are selling to them!

Being polite, honest, courteous and 'reaching out' for their help in achieving your goal will very often gain their support - make them feel valued and they will usually help you.

If I do not know the name of the person I am trying to contact I will often ask for the name and job title of the person I am trying to contact in order I can write to them. The gatekeepers are often more likely to give out the names to personalise a mailer - once I have the details, I'll call back a few hours later to ask for that person and have a higher % chance of getting through with their name and having already confirmed their role.

Good selling guys!

Praveen Jadhav
Experienced professional, advising companies on Smarter Document Management & Managed Services at Xerox Global Services
Nice input Martin, I agree with you & Gary.
Whoever calls anybody does so with a mutually beneficial intentions - How beneficial the proposal is comes later.
Good strong voice with clear communication in unwavering authoritative tone will always get you on the good books of the gatekeeper (feel this word has a negative connotation, but for now..) if not through them immediately.
Also, I have found out that if one asks for the email ID of that concerned person, it is offered with least resistance. This way is beneficial for both us as well as the target. If one is good at presenting ones point in a mail & if there is even a 10 % interest in the persons mind we should expect a response.
Also before calling or mailing anybody one should be absolutely ready to communicate benefits to the called party in 3-4 sentences. for example - \

Dear Sir

We have been selected by ABC (same industry company) as their prefered partner for XYZ solution.This was because our solution offered xx% cost savings with xx% increase in efficiancy. We would love to discuss how we can add value to your organisation to help achieve your objectives & overcome challenges.

Who does not want savings, efficiency & benefits?

Actually something similar & less jargonised can also be told to the 'gatekeeper' which I am sure she will appreciate.

One would always know which CXO to contact & their names are always mentioned on the website & in case its not an CXO & you do not have the name to speak to then you always have the sales department as Gary mentioned.

Hope this helps.
Happy Networking
P.S - Pls excuse any typos

Raheem Mohammed
Windows Administrator
Hi,

I am a newbie in cold calling and I find the honest approach the most comfortable. However I wondered whether it was effective. Good to see so much advice pointing towards this approach. Thanks for the great tips.

- Raheem

Randall Tabor
creative and resourceful Telecom sales/solutions professional
Regarding reaching people for the first time - also known as cold calling. I suggest a resource: Kraig Kleeman and his book, "The Must React System". His website is Blairegroup.com . Asking people to allow you a moment of their time is ripe to receive a "No". Offering them an inside look at valuable information is intrigueing. Don't spill your candy in the lobby.

Van Erickson
Professional Sales Manager
I suggest researching the companies website, LinkedIN and Hoovers and between those three you should come up with 80% of the names you are wanting to reach inside a company. If you are calling on the 20% where you do not have the names of the people you are calling on, be honest and make sure you have a rehearsed script so you sound professional and know what you are talking about.

I would agree with going through the sales department if you have problems.
Posted 1 day ago | Reply Privately

Manish Kannan
Geometric
Absolutely beleive Chris Conrey mentioned but with a slight blend of courteousness. I personally have been very succesfull in that approach and in some cases have established very good rapport with the key stakeholders.

My suggestion is research well whom you need to get in touch with and try to map out the entire conversation history & the purpose of the call.

Hope it helps :)

Aaron Prickel
Associate at Lushin and Associates

Be very literal when switchboard answers;

Gatekeeper: Where are you calling from?
Sales: Indianapolis

Gatekeeper: Who are you with?
Sales: Just me today

Gatekeeper: Does he/she know what this is about?
Sales: Hope so!

Being literal is a form of pattern interrupt. When a gatekeeper hears one of these responses they are not used to it and throws them off of their typical pattern.

Their job is to keep certain people out and let certain people in. If you throw them off of their pattern and don’t appear to be a ‘salesperson’ they will fear keeping someone out who should be let in.

Christian Pepper

Great comments -
I find that the best way forward is to avoid sounding "salesy" at all costs - Gate keepers are pre-programmed to react in a certain way to cold callers. I make about 20 cold calls a day and these techniques work well for me:

#1 Be completely different to the typical caller. I have an advantage as i'm English in America and I sound different and more interesting that the normal calls the gatekeeper receives.

#2 If you don't have this USP, then calm down, lower the pitch of your voice and speak slowly and clearly - Most cold callers make the same pitch many times per day, rush their "script", sound over excited and super subservient. They are "spotted" within seconds.

#3 Use your cell phone to record yourself making several cold calls on a landline. Then record several conversations with regular customers - listen to the difference in your approach and most importantly, the sound of your voice. Review #2 again!

#4 Always be honest with the reason for your call but put it across in the form of a challenge the gatekeeper can solve - It brightens up their day - eg: "Hi, I expect you are very busy but can you take a moment to help me locate Mr . . ." or "this is the first time I called and i'm trying to find the right person to talk to, to figure out if our organizations would be a good fit to work with each other in the future".

#5 If all else fails, ask for accounts payable -- They always answer! Then when you are through, ask them to transfer you to the person you really need.

Olivier Withouck
Opportunity Development Northern Europe at Infoblox
The book " Selling to VITO " by Anthony Parinello dedicates a whole chapter to this. I recommend reading the book. It is an eye opener for efficient and integrity selling

Mark Klanac
Independent Representative
I have found that the most effective way of getting past the GK is to act like THEY are the decision maker. I ask if they're having issues with X and they always say, "Oh, I'm sorry. You'd have to speak with ___ about that." Then I get transferred and I'm off and running.

GK's can be your best friend or your worst enemy. Be honest and get them on your side and they will help in any way they can.

Raheem Mohammed
Windows Administrator
I just tried Gary Burkhart's technique of speaking to the sales dept to get around the gatekeeper. They gave me the decision maker's name, ext, and what he is looking for! What?! Awesome!

Owner, Dennison Business Solutions
We are all sales people. We like to help because, well it is good business. We also know how it is in the trenches. Sales Departments are always a good resource. We haven't forgotten the art of good cusotmer service and actually being helpful.........Glad it worked Raheem!

Voici Victor

2009-04-08T21:29:00.002+02:00

Comment recycler du contenu de Slideshare pour créer une presentation dans le style "storytelling".

Voir ma presentation Voici Victor egalement visible sur mon blog www.berteloot.com

Utilisation de la BD pour promouvoir un produit techno

2009-03-24T18:39:00.002+01:00

A l’image du lancement de Google Chrome, j’ai utilisé une BD pour le lancement d’une solution de gestion des voyages et des notes de frais.

Le concept à été un succès. Sur les salons les BD sont rapidement parties. Les brochures produits, elles, non… Les gens lisent et comprennent ce que fait l’outil. Avez-vous jamais vu quelqu’un lire une plaquette marketing ? Par la suite nous avons décliné l’idée sur un stand parapluie. Là encore pour les salons c’est parfait. Une vignette par idée…

Ma Présentation sur les Medias Sociaux

2009-03-22T16:18:00.003+01:00

| Get your Presentation Pack

Twitter pour perdre son nouveau job

2009-03-20T18:41:00.001+01:00

Par Anh - NeoAngel

C’est l’histoire d’un gars qui décroche un nouveau job chez Cisco mais qui n’était visiblement pas super motivé et qui le met sur son compte Twitter en mode public.

=> “Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”
(Cisco vient m’offrir un poste ! Maintenant je dois choisir entre un gros salaire et un boulot que je n’aime pas à San Jose)

Le hic, c’est qu’un des avocats de Cisco est tombé sur le twitt et forcément, il n’apprécie pas trop …

=> “Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.”
(Qui est le recruteur. Je suis sûr qu’il va aimer apprendre que vous n’allez pas aimer votre travail. Nous, chez Cisco, sommes tournés vers le web)

La personne concernée a bien mis son compte en mode privé mais Twitter-Search permet de retrouver le twitt concerné … Bref, vous l’aurez compris, avec les nouveaux outils du web, faites attention à ce que vous dites, le monde n’a jamais été aussi petit depuis l’avènement du Web 2.0.

Medias Sociaux

2009-03-20T18:39:00.001+01:00

Je rentre d’une conférence de la STC (Tech Writer) où j’ai fait une pres. sur les Medias Sociaux. Je suis surpris du peu de connaissance des gens de la comm sur ce sujet…

Pourtant la gestion de la réputation en ligne est une priorité pour les entreprises à l’heure du règne de Google… Parlons-en.

Stan

Dans La Tribune du 24 mai 2007 article sur Drupal

2007-05-24T11:03:00.000+02:00

Bonjour,
Toujours Drupal et le Web 2.0. Lire mon article plublié ce jour dans La Tribune.

Un exemple 2.0 pour le marketing: DRUPAL

2007-05-14T14:33:00.000+02:00

DRUPAL est l'un des exemples de ce que peux donner les outils opensource, pour créér une plate-forme collaborative:

Une fois téléchargé sur le site (drupal.org), vous allez pouvoir construire votre site Internet. Le point fort étant qu'ensuite, c'est chacun dans votre entreprise, qui pourra mettre à jour et enrichir le site.

Un exemple de site qui utilise DRUPAL: kds.com, à voir d'urgence !

Du speach au pitch !

2007-05-14T13:46:00.000+02:00

A présent, et plus que jamais , il importe de savoir faire court: Nous sommes passé du "speach" structuré, où l'on prenait le temps de poser le débat, au "pitch": Etre incisif, percutant, avec une économies de mots ou d'images, bref aller droit au but, à l'essentiel, sans tourner autour du pot.

Je suis sur que vous vous êtes déjà agacé a uploader des vidéos de plus de 30 secondes sur Dailymotion, et vous savez donc que filmer plus de 20 ou 30 secondes, va se payer très cher ensuite! Les adeptes du videoblogging vont donc pousser, pour des raisons techniques, leurs "interviewés" à faire court.

Mais plus que cela, inondés que nous sommes de multiples informations, nos devenons des zappeurs fous, dont l'attention doit donc être capté vite et bien.

Cette évolution est en train de promouvoir l'esprit de synthèse, alors foin d'une démarche trop analytique qui rentre trop dans les détails, vite svp au coeur du sujet !

Bismarck affirmait déjà qu'il est plus difficile de "faire un discours de 3 minutes qu'un discours de 3 heures".

Enfin, vivent la créativité et l'impertinence qu'autorise, je dirai même qu'oblige et favorise ce mode de communication:
Alors chers marketeurs, entrainez -vous donc à délivrer vos messages en moins de 30 secondes, caméra au poing et sourire en bandoulière: C'est l'esprit du temps, et c'est tant mieux !

Oswald (www.tecnolution.wordpress.com)

La meilleure présentation PowerPoint au monde

2007-05-14T12:43:00.000+02:00

Quelle est la meilleure présentation PowerPoint au monde?
Le site slideshare.net et les gourous de la communication viennent d'élire les gagnants.

Usage du blanc, polices immenses, couleurs pastelles… L'effet Web 2.0 combiné aux technique de communication de Steve Jobs…

Prochain meeting du CDM

2007-04-26T16:56:00.000+02:00

Chers membres et futurs membres,

Le CDM se réunira le vendredi 01 juin Chez Clément porte Maillot.

Pour participer à ce déjeuner ouvert à tout les directeur marketing, enregistrez-vous en ligne

Rejoignez le CDM maintenant et boostez votre carrière.

2007-04-24T19:30:00.000+02:00

Le Cercle des Directeurs Marketing

La fonction marketing connaît une mutation profonde : pression budgétaire, complexité croissante des outils marketing, possibilités infinies offertes par Internet. Ces défis sont autant d'opportunités à saisir.
Le CDM a pour vocation d'être un lieu de rassemblement à l'attention des directeurs marketing, soucieux d'améliorer leurs connaissances.

Réunir l'expertise des directeurs marketing, afin de favoriser l'échange et la mise en valeur de "bonnes pratiques" au sein de la profession marketing.

Rejoignez nous pour :
-Echanger avec vos pairs
-Découvrir de nouvelles techniques
-Trouver des prestataires
-Augmenter votre réseau
-Partager vos questions
-Soumettre vos projets aux regards d'experts

Fonctionnement
Nous souhaitons que lors de nos réunions mensuelles, un membre puisse présenter un travail. Nous comptons également inviter regulièrement des intervenants externes pour réfléchir ensemble sur une thématique particulière.
Les premières réunions auront pour thème :
-Choix et mise en place d'un outil de CRM;
-Création d'un site web d'entreprise;
-Gestion optimale des relations presse: traitement interne ou externe ?
-Choix et mise en place d'un outil de suivi des contacts commerciaux (sales force automation.

Critères d'adhésion :

Le Cercle est réservé aux directeurs marketing.
Les membres doivent gérer un budget de l'ordre de quelques centaines de k euros/an.
L'adhésion annuelle est de 30 euros par membre.

En espérant vous rencontrer prochainement,

Cyriaque BENOIST - Directeur marketing business venture MVNE chez Alcatel-Lucent
Stanislas BERTELOOT- Directeur marketing chez KDS
Membres fondateurs

Statut du "Cercle des Directeurs Marketing" (CDM)

2007-04-01T16:28:00.001+02:00

La fonction marketing connaît une mutation profonde, due notamment aux outils Internet. Cela génère une complexité croissante, et aussi de nouvelles opportunités à saisir.

Le CDM a pour vocation d'être un lieu de rassemblement à l'attention des directeurs marketing, soucieux d'améliorer leurs connaissances.
Réunir l'expertise des directeurs marketing, afin de favoriser l'échange et la mise en valeur de "bonnes pratiques" au sein de la profession marketing.

Les critères d'adhésion sont:
-d'exercer une fonction de Direction Marketing
-gérer un budget de l'ordre de quelques centaines de keuros/ an
Ce lieu d'échanges fonctionnera par le biais de réunions mensuelles, avec une thématique particulière pour chaque session.
Un blog et le présent site d'échanges de documents permettra de rester reliés entre les réunions.

Les premières réunions auront pour thème: -Choix et mise en place d'un outil de CRM
-Création d'un site web d'entreprise
-Gestion optimale des relations presse: traitement interne ou externe ?
-Choix et mise en place d'un outil de suivi des contacts commerciaux (sales force automation)

Stanislas BERTELOOT- Directeur marketing chez KDS