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This marketing model explains why people buy and how to effectively sell shared services for child care centers. It emphasizes the importance of understanding customer needs and presenting the right benefits at the right time.
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Shared Services Strategy For Child Care Centers www.ActionforChildren.org October 5, 2004
Marketing Shared Services Model • Why do people buy? • Need + Solution = Benefit • If there is not perceived or actual need, there is no benefit. • Customers do not buy solutions. • Customers buy benefits – what our services will do for them. • Needs are perceptions that exist in the buyer’s mind. Those perceptions are shaped by experience, our situation, our feelings, the way we were brought up, the job we have. Often those needs that we perceive are in conflict with someone else’s perception, because we are all different. People will act to satisfy a need when that need becomes strong enough. • Our challenge is to move our customers from a position of no need for our services, to a perceived need, and on to an actual need.
Marketing Shared Services Model • What are we selling? • Quality Product • Lower Cost • Minimize Risk • Timely Process • Legal Expertise • Fiscal Management • Regulatory Management
Marketing Shared Services Model What are we selling?
Marketing Shared Services Model Develop a Proactive Marketing Plan • It must support our customer’s needs and gains their commitment • We must develop selling skills based on the following characteristics and behaviors: • We are involved in selling every day • Anytime we are selling anytime we are trying to influence with words • There are no tricks or magic formulas: we tell, we ask, we agree and disagree • Key to success is to determine when to present the benefits and ask for commitment • Customer’s perceptions can change. • Target the right people with the right message. • Sales is situational. Present the benefit that best supports the customer’s need at that time.
Marketing Shared Services Model Situational Matrix • Positioning – Customer is unsure/indifferent. • Must establish a purpose • Must establish a basis of trust • Discovering – Needs are not clear • Share information conversationally to learn about needs • Mutually define customer’s needs. • Presenting – Needs are clear, but unsure of benefits • Discuss pros and cons different options. • Gain acceptance in the best solution • Securing – Capturing commitment • Must ask for commitment • What are the action plans for working together
Marketing Shared Services Model As we put our marketing plan into action, we should develop a customer profile sheet, project sheet, and requirements template. This is just a means of keeping track of those calls we make, what the results were, what did we find out in terms of needs and what are our plans for follow-up. With every good sales process, there is the probability that we will have more than one meeting. We begin to build the relationship. The customer profile is the means of keeping some records in terms of who we are calling on, what the results were, what their needs are, and what the issues are.
