Winning Customers Synergistic Value Creation, Marketing and Selling Ten3 Mini-course 100 PowerPoint slides half-page Executive Summaries By Vadim Kotelnikov Founder, Ten3 Business e-Coach Version: 2007 Marketing Growing Together Retaining Customers Selling Customer Care Ten3 Business e-Coach The world’s leading source of inspiration, innovation, and unlimited growth! We help you change the World! Ten3 SMART Learning: Synergistic, Motivational, Achievement-oriented, Rapid, Technology-powered Free demo version

Winning Customers Synergistic Value Creation, Marketing and Selling © 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles

MARKETING GROWING TOGETHER RETAININGSELLING © Vadim Kotelnikov Synergistic Marketing and Selling Creating, Winning, and Retaining Customers  Customer Intimacy  Service-Profit Chain  Value Innovation  Listening  Observing  Creating Value  Branding  Differentiating  Communicating  Influencing  Customer Service  Customer Relationships  Customer Satisfaction  Customer Value Proposition  Positioning & Advertising  22 Laws of Marketing  Relationship Selling  Persuading People  Closing the Deal Customer Customer Care Care More information at 1000ventures.com: “Synergistic Marketing”Synergistic Marketing

Competitive Strategies Survival vs. Market Leadership Strategies More information at 1000ventures.com: “Competitive Strategies”Competitive Strategies Area of Competition SURVIVAL STRATEGY Staying alive LEADERSHIP STRATEGY Targeting market leadership Winning and Retaining Customers Customer ValueLow cost/benefit ratioCreating higher customer value Marketing StrategyMass marketingDifferentiation and positioning Customer SatisfactionCustomer serviceCustomer intimacy Product Innovation New attributes. Line extensions. New product categories. New brands. Speed. Building Your Sustainable Competitive Advantage Strategic Growth FocusBuilding resourcesBuilding distinctive capabilities InnovationLinearSystemic Technology InnovationIncrementalRadical Process InnovationFunctional improvementsEnterprise-wide BPM Business Innovation Perfecting traditional business model Creating new adaptable business models © Vadim Kotelnikov

Creating Sustainable Profit Growth Nine Questions To Answer Customer Needs 1.How can you identify current needs? 2.How can you anticipate future needs? 3.How can you create customer needs? Customer Satisfaction 4.How can you meet customer needs? 5.How can you exceed customer expectations? 6.How can you retain customers? Moving Ahead of Competition 7.How fast can you meet customer needs? 8.How can you meet them before anyone else? 9.How can you be constantly first to market? © Vadim Kotelnikov More information at 1000ventures.com: “Creating Sustainable Profit Growth”Creating Sustainable Profit Growth

© 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling

Yin Passive, Receptive Outside-In The Tao of Customer Value Creation Harmonizing Outside-In and Inside-Out Strategies Yang Active, Creative More Value Added Inside-Out Inspired by "Agenda", Michael Hammer, 2001 More information at 1000ventures.com: “Customer Value Creation”Customer Value Creation Giving your customer more than you ever have before and more than they expect from you. Eliminating obsolete value offerings and introducing new ones to meet growing customer needs, or to create these needs. Looking at your business from the customers' point of view to understand customer perceptions. Making it easy for your customers to do business with you. Easy-To-Do-Business With

Amazon.com Unique Customer Value and Competitive Advantage 1000ventures.com New business model developed by Amazon.com creates value for customers by offering a synergistic combination of the following benefits: 1.Shopping convenience 2.Ease of purchase 3.Speed 4.Decision-enabling information 5.A wide selection 6.Discounted pricing 7.Reliability of order fulfillment No single aspect of Amazon.com's business model is sufficient to create a sustainable competitive advantage. It is the synergistic combination of all of these information services and logistical processes that creates value for customers and comprise Amazon.com's competitive advantage. Success Story

© 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling

The Top 10 Laws of Marketing Market Laws and Your Powerful Strategies 1LeadershipIt's better to be the first than it is to be better. 2CategoryIf you can't be first in a category, change the nature of the category or set up a new category you can be first in. 3LadderThe strategy to use depends on which rung you occupy on the ladder. 4DualityIn the long run, every market becomes a two-horse race. 5PerceptionMarketing is not a battle of products, it's a battle of perceptions; it's better to be first in the mind than to be first in the marketplace. 6FocusThe most powerful concept in marketing is owning a word in the prospect's mind. 7ExtensionThere's an irresistible pressure to extend the equity of the brand. 8ExclusivityOwning a superior position in the customer's mind is vital; marketing is a continuous search for exclusivity. 9DivisionOver time, a category will divide and become two or more categories. 10EmotionMarketing strategies without emotion will not work. Adapted from "The 22 Immutable Laws of Marketing,” A. Ries, J. Trout & P. Temporal More information at 1000ventures.com: “22 Laws of Marketing”22 Laws of Marketing

WEAK Differentiation Ideas  Quality  Customer Orientation  Creativity  Price  Breadth of Line STRONG Differentiation Ideas  Attribute Ownership  Market Specialty  Customer Intimacy  How Your Product is Made  Being the Latest Adapted from “Differentiate of Die”, Jack Trout Effective Competing Developing Your Differentiation Strategies More information at 1000ventures.com: “Differentiation Strategies”Differentiation Strategies  Being First  Leadership  Heritage  Preference  Hotness Differentiating Statement of Ten3 Business e-Coach “We invented” = Being First; “We inspire” = Market Specialty; Attribute Ownership “Customers in 100+ countries” = Leadership (in the targeted market niche) Case in Point We don’t just teach – we inspire! We invented Business e-Coaching in Today, we have customers in 100+ countries.

© 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling

Sell Yourself Sell Your Product Sell Your Company Selling the Three Benefits 1.You are unique. No matter what you sell, you make a difference. The prospect must like you and trust you. 2.The reputation of your company is a strong selling feature to help close sales. 3.Your product would deliver unique value to the prospect. It would solve a problem or provide unexpected benefits. The Three Parts of the Synergistic Selling More information at 1000ventures.com: “Motivating Yourself”Motivating Yourself Synergistic Selling Selling Yourself × Selling Company × Selling Product

© 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling

Customer Retention Benefits and Strategies Benefits of Customer Retention Source: “Extreme Management", Mark Stevens 1.Acquiring new customers can cost five times more than satisfying and retaining current customers 2.A 2% increase in customer retention has the same effect on profits as cutting costs by 10% 3.The average company loses 10% of its customers each year 4.A 5% reduction in customer defection rate can increase profits by %, depending on the industry 5.The customer profitability rate tends to increase over the life of a retained customer 1000ventures.com The Things that Customers Want Source: "Customer Retention in a Week", Jane Smith Customers will come back if: Your keep your promises You are willing to help You inspire confidence Your treat customers as individuals You make it easy for customers to do business with you All the physical aspects of your product or service give a favorable impression

© 2007 Vadim KotelnikovVadim Kotelnikov Inventor & Founder Ten 3 Business e-Coach, 1. Customer-focused Corporate Strategies 2. Creating Innovative Customer Value 3. Marketing Strategies 5. Retaining Customers 6. Growing Together 4. Effective Selling & Related People Skills Slide + Executive Summary To see Slides with Executive Summaries, view or print slides as Note Pages Clickable titles Winning Customers Synergistic Value Creation, Marketing and Selling

Customer Intimacy as a Competitive Advantage The Three Routes: Tailoring, Coaching, and Partnering Outside-In Company TAILORING Delivering fitting solutions Adapted from “Customer Intimacy”, Fred Wiersema Inside-Out Company 1.Right Product at the Right Time 2.Crafting Custom-made Solutions 3.Solving the Customer’s Problem PARTNERING Co-innovating 1.Collaborating on Design 2.Synchronizing Your Options 3.Business Integration COACHING Guiding toward better results 1.Bringing Out Full Benefits 2.Shaping Up the Usage Process 3.Breaking New Ground More information at 1000ventures.com: “Customer Intimacy”Customer Intimacy

Winning Customers Synergistic Value Creation, Marketing and Selling BUY NOW Instead of Introduction For the vast majority of companies, having well-defined visions and mission statements changes nothing. The exercise of crafting them is a complete waste of time and talent if visions and mission statements are used for nothing but being published in the annual report and displayed in a reception area. To be able to energize employees to work towards corporate goals, visions and missions should be more than a sign on the wall. Executives and managers should live them, be seen living them, and constantly communicate them to their employees. Vision Vision is a short, succinct, and inspiring statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms. Vision refers to the category of intentions that are broad, all-intrusive and forward-thinking. It is the image that a business must have of its goals before it sets out to reach them. It describes aspirations for the future, without specifying the means that will be used to achieve those desired ends. Mission Statement A mission statement is an organization's vision translated into written form. It makes concrete the leader's view of the direction and purpose of the organization. For many corporate leaders it is a vital element in any attempt to motivate employees and to give them a sense of priorities Setting Goals The major outcome of strategic road-mapping and strategic planning, after gathering all necessary information, is the setting of goals for the organization based on its vision and mission statement. A goal is a long-range aim for a specific period. It must be specific and realistic. Long-range goals set through strategic planning are translated into activities that will ensure reaching the goal through operational planning. Strategic Intent A strategic intent is a company's vision of what it wants to achieve in the long term. It must convey a significant stretch for your company, a sense of direction, discovery, and opportunity that can be communicated as worthwhile to all employees. It should not focus so much on today's problems but rather on tomorrow's opportunities. Sample Ten3 slide with a half-page Executive Summary This is a demo version (10 slides only, no Executive Summaries) Buy this Ten3 Mini-course 100 PowerPoint Slides half-page Executive Summaries US$ 39 only Click hereClick here to see the list of all Ten3 e-Coaching Products Click hereClick here to see the complete list of slides 1000ventures.com