education as marketing
DESCRIPTION
Lack of knowledge in sales people is a frequent cause of ineffectiveness. Knowledge is critical in marketing and sales activities and must arrive to all the agents in the sales chain. Communication is not enough to transfer skills and abilities but education is not advertising Education is student-centered, information is content-centered, but a structured process of knowledge transfer that combines different strategies to achieve measurable behavioural changes (and business objectives) Technology is the enabler to do it cheaper, better, faster and broader-reach. Xeristar is educating general physicians to increase treatment compliance in depression AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care CMC Markets educate its customer in a better use of operating software.TRANSCRIPT
DRAFT
Education as Marketing
Knowledge driven strategies to achieve business goals
DRAFT
The issues
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Education as Marketing
Lack of knowledge in sales people is a frequent cause of ineffectiveness
35%
20%9%
8%
8%
20%
Where sales people go wrong*
Too much contactLack of knowledge of the product/serviceLack of knowledge of the business/industrySales style too ag-gressiveForgotten and/or ignored after contract is signedOther
*Source: survey by McKinsey between US and Europe Companies, 2009
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Education as Marketing
Knowledge is critical in marketing and sales activities
“Sales people are not able to refute customers objections”
“My dealers don’t recommend my products to the customers, because they don’t know the difference with competitors’”
“I need the opinion leaders have a clear idea of my solution”
“Competitors are winning market share because they claim to be cheaper than us, although we really have a total cost of ownership cost much lower”
“My customers don’t know how to use my product, and my company gets a lot of complaints”
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Education as Marketing
Knowledge must arrive to all the agents in the sales chain
sales people, client services staff
business partners, agents & resellers
advocates , prescriptors, opinion leaders
purchasers and payers
users & consumers
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Education as Marketing
Communication is not enough to transfer skills and abilities
•They are able to support others in doing the task
Master
•They are experienced at the task, and comfortable with their own ability to do it well. They are able and willing to not only do the task, but to take responsibility for the task.
Proficient
•They are experienced and able to do the task but lack the confidence to take on responsibility.
Beginner
•They are still unable to take on responsibility for the task being done; however, they are willing to work at the task.
Engaged
•They generally lack the specific skills required for the job in hand and are unable and unwilling to do or to take responsibility for this job or task.
Aware
Com
mu
nic
ati
on
sEd
ucati
on
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Education as Marketing
Education is not advertising
Education approach is more a mid-long term activity, it must not be thought as a tactical “campaign”
Training must be much more “neutral” and credible, focused on giving skills
It must be a “service” to the customer, feedback is essential
Measuring should be more detailed, and improving continuous
DRAFT
Our approach
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Education is student-centered, information is content-centered
e-learning | Presentation
9
Student
Specialist defined purpose
Target needs
Presentation, practice,
feedback and assessment
Sequenced for optimal
retention
Content
User defined purpose
Discipline Presentation
Sequenced for optimal reference
Education Information
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…but a structured process of knowledge transfer that combines different strategies…
Experience Based Learning• Mentoring, Role Playing, Case Studies,
Coaching
Collaborative Learning• Virtual classrooms, e-Labs, Web
conferences, e-Teams
Interactive Learning, Games and Simulations• CBT/WBT, Multimedia, Games,
Simulations
Support and Reference Materials• Web sites, video, audio, books, e-books
Learning from CollocationGetting together, Meet as a
community, Develop relationships, Live it, Do it
Learning from CollaborationDiscuss it, Practice with others,
Create virtual communities of practice
Learning from InteractionExamine it, try it, interact with it
Learning from InformationRead it, watch it, listen to it
Strategy Methods
LMS
LMS
face-to-face*
Education as Marketing
Technology
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…to achieve measurable behavioural changes (and business objectives)
Education as Marketing
Customer satisfaction is the first step to get business results
Behavioral changes in the customers are difficult, but not imposible to measure
Education effectiveness measurement is key
Finally, you should try to relate behavioral changes with business results
Customer satisfaction
Knowledge transfer
Behaviour changes
Business results
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Education as Marketing
Technology is the enabler to do it cheaper, better, faster and broader-reach
Is more measurable, so you can do it more
effecttive
Allows to reach targets in less time
Can be cheaper for you and for your customers, you provide greater value
You can reach all the targets
Business results
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Education approach can be much faster and effective…
Marketing, R+D, new products
sales people, client services staff
business partners, agents & resellers
advocates , prescriptors,
opinion leaders
purchasers and payers
users & consumers
Education as Marketing
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Usage Efectivenness
Target Interactions
Other
sales people
resellers
opinion leaders
prescriptors
purchasers
users
Security
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…more customized…
This is only an example
Education as Marketing
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…more responsive and long-term sustainable
Marketing, R+D, new products
sales people, client services staffbusiness partners, agents & resellers
advocates , prescriptors, opinion leaderspurchasers and payers
users & consumers
Sp
ecif
ic n
eed
sS
pecific ed
ucatio
n
Education as Marketing
DRAFT
Experiences
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Xeristar is educating general physicians to increase treatment compliance in depression
Education as Marketing
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AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
Education as Marketing
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Education as Marketing
CMC Markets educate its customer in a better use of operating software
Madrid Frankfurt
Jose María Fernández Quinquer Santiago Moral
[email protected] [email protected]
+34 609 022 180+49 (0) 151 2830 7404+34 639 241 094
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