Implementation of Your Marketing Plan 1 How to Ensure Successful Implementation of Your Marketing Plan Perri Cebedo y Associates

Implementation of Your Marketing Plan 2 Why the Marketing Plan is Not Implemented Delay of Regulatory Approval Miscommunication: Production, Medical, Distribution, Sales Delay by Suppliers, Printer Conflicting Priorities Lots of Responsibility, Little Authority

Implementation of Your Marketing Plan 3 Failure in Implementation Lack of Field Force support and Cooperation Not having Sold the Plan Failing to get the Team involved Involvement is key to being committed Failure to Obtain Commitment

Implementation of Your Marketing Plan 4 Challenges to Effective Implementation Achieving synergy between Sales and Marketing Improving cooperation, selling ideas, projects Difficulty in the Follow-up of Strategies Training the Sales Force

Implementation of Your Marketing Plan 5 Failing to Follow Up Lack of monitoring and measuring Failure to modify plan Failure to correct errors and reward successes Failing to recognize success

Implementation of Your Marketing Plan 6 Failing to Train Properly Not having the right KSAs to implement Plan Training wrongly focused on Knowledge, not Skills

Implementation of Your Marketing Plan 7 How do you teach Selling Skills? Produce Video Models Divide the Presentation into Parts –Teaching Tennis in Stages, The Serve, The Backhand In Selling Skills, Teach Skills in Easy Parts: The Opening, NFB, CS, Handling Resistance, Closing etc A Video Model for each Skill

Implementation of Your Marketing Plan 8 But Reality is Different! We Teach Selling Skills Poorly We don´t produce Video Skill Models We don´t produce a Video Model on How to Sell our Product A New Instruction Manual On How to Dance a New Dance

Implementation of Your Marketing Plan 9 Sometimes we do use a Model! A Volunteer Victim who is forced to play Rep With another Volunteer Victim who plays Impossible Doctor And all the rest to critique publicly While the Video Camera records A Perfect Model of How Not to Do It!

Implementation of Your Marketing Plan 10 Written exams on Skills: not valid Oral exams can measure the eloquence But how do you do it in a Time Efficient Way? The Audio Cassette Recorder Because it measures Eloquence and Technique Demonstrates Enthusiasm and Confidence Closer to reality!

Implementation of Your Marketing Plan 11 Converting Knowledge into Skill Long Process Adult Learning Theory Andragogy versus Pedagogy 9 Step Process

Implementation of Your Marketing Plan 12 Converting Knowledge into Skills and Sales Results Write own model Role Play Video Recording Action Plan Field Follow Up: R/C VIDEO MODELS Apply in Steps 100% K- Mastery New Habit: Sales!

Implementation of Your Marketing Plan 13 Principles of Role Play Explain the process, the Steps Show a video model Analyze the Model Apply it to another Product Everyone writes own Model Correct written Model Practice with Written Model

Implementation of Your Marketing Plan 14 Causes of Conflict Different Objectives Differentes perspectives: Short versus long term Management Styles Failure to understand the Process of Mktg. Planning

Implementation of Your Marketing Plan 15 How to Manage Conflict Involve Higher Management Get everybody involved Inform and educate First things first: Sell the process first. Then Sell your Plan Planning is a method not the Goal Use GANTT o PERT-CPM Charts

Implementation of Your Marketing Plan 16 How to Manage Conflict Delegate to your staff Start with the simple, easy to accomplish tasks Then be sure to recognize and reinforce Use prizes and incentives Be flexible: Everything is negotiable! Use Positive Techniques to improve Cooperation and Commitment

Implementation of Your Marketing Plan 17 Positive Techniques to Get Commitment Involve all your internal clients So they become co-Authors of your idea Recognize the needs of the other person Always consult others, seeking their input Avoid memoranda esp. the negative kind! Build goodwill by doing favors for others Keep team members always well informed

Implementation of Your Marketing Plan 18 Positive Techniques to Get Commitment Reward suggestions Reward achievements Maintain good relations by applying the Platinum Rule Be humble; Accept responsility for failure Ask for feedback on your leadership style, image

Implementation of Your Marketing Plan 19 DOCTORS PATIENTS CHANNELS OF DISTRIBUTION CLIENTES MARKETING RESEARCH AGENCIES AD AGENCIES CHAMBERS OF COMMERCE GOVT AGENCIES SHAREHOLDERS HIGHER MANAGEMENT FINANCIAL MANAGERS PROMOTIONAL DEPARTMT MKTG. RESEARCH DEPT. SALES DEPARTMENT BUYING DEPT PACKAGING DEPT PRODUCTION DEPT. MEDICAL DEPT. RESEARCH / DEVELOPMENT LEGAL DEPARTMENT EXTERNAL CLIENTS REGISTRATION DEPT INTERNAL CLIENTS DISTRIBUTIÓN DEPT PRODUCT MANAGER

Implementation of Your Marketing Plan 20 Different Ways to Exercise Power Power to reward The power of your Expertise Power of personal charm Persuasive power Power to sanction

Implementation of Your Marketing Plan 21 Knowledge, Skills, Attitudes Ability to negotiate at all levels Comunicates well oral and written Ability to analyze and synthesize Up-to-date in the all types of media Organized in all aspects of work Manages all types of planning tools Humble, consults with internal clients always Gets Field Force Committed

Implementation of Your Marketing Plan 22 QUALITIES OF A PRODUCT MANAGER Prolific Initiative Analytical Selective Flexible Diplomatic In Terms of IDEAS In Terms of SKILLS In Terms of ATTITUDE In Terms of EXECUTION Innovator Risk-Taker Leader Carismatic Persistent Strong Team Player HE WILL BE ENTERPRENEUR 2. ORIGINATOR 3. COMUNICATOR 4. COORDINATOR