strategic business leadership executive education seminar adam rapp, phd november 2015 the triangle...
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![Page 1: Strategic Business Leadership Executive Education Seminar Adam Rapp, PhD November 2015 The Triangle of Relationship Marketing: Firm, Technology and Person](https://reader035.vdocuments.us/reader035/viewer/2022070508/5706386f1a28abb823906bf1/html5/thumbnails/1.jpg)
Strategic Business LeadershipExecutive Education Seminar
Adam Rapp, PhDNovember 2015
The Triangle of Relationship Marketing: Firm, Technology and Person
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Visual Agenda
2
Internal Marketing
Interactive Marketing
External Marketing
Company
CustomersEmployees
“Enabling the promise”
“Delivering the promise”
“Setting the promise”Coaching
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M e m o r a b l e
P a s s i o n
E v o l v e
S h o r t
ART
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B ra n d m e s s a g e :
C r e a t e a w a r e n e s s
D e v e l o p a tti t u d e s
S ti m u l a t e r e s p o n s e
B e g i n i n t e r a c ti o n
D e m o n s t r a t e r e l i a b i l i t y
Company Message
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Pe rs o n a l m e s s a g e :
W h o a r e y o u ?
W h a t v a l u e d o y o u a d d ?
H o w d o e s y o u r e x p e r i e n c e d i ff e r e n ti a t e y o u ?
W h y s h o u l d t h e y p a r t n e r w i t h y o u ?
H o w a r e y o u g o i n g t o m a k e t h e m s u c c e s s f u l ?
Personal Message
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P r o d u c t m e s s a ge :
F e a t u r e s a n d b e n e fi t s
P r o c e s s a n d o u t c o m e
C a u s e a n d e ff e c t
I n f o r m a ti o n a n d i m p l i c a ti o n
W I I F M
Product Message
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“ The Schey Sales Centre recruits, develops, teaches, and positions students through the use of an innovative curriculum stemming from
real-world application and a strong corporate influence.”
IF THAT’S ALL YOU KNOW, YOU KNOW A LOT
The Schey Sales Centre recruits,
develops, teaches, and positions
students
Real World Application
Corporate Influence
Innovative Curriculum
BUILD THE MESSAGE MAP: 15 SECONDS
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Collaborative Learning Projects
Live Case Studies
Corporate Showcases
Advisory Board
Professor Structure
Generation of Knowledge
Expand on your
supporting points
The Schey Sales Centre recruits,
develops, teaches, and positions
students
Real World Application
Corporate Influence
Innovative Curriculum
BUILD THE MESSAGE MAP: 15 SECONDS
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“The Managing Director teaches, sets the vision, and fosters the culture of the Schey Sales Centre by perpetuating academic relevance,
pursuing quality growth, and prioritizing the student experience.”
The Managing Director teaches,
sets the vision, and fosters the culture of the Schey Sales
Centre.
Academic Relevance Quality Growth Student
Experience
BUILD THE MESSAGE MAP: 15 SECONDS
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Buying PhasesP h a s e I :
D e t e r m i n e N e e d s
P h a s e I I :E v a l u a t e
A l t e r n a ti v e s
P h a s e I I I :E v a l u a t e
R i s k
N e e d s
P r i c e
S o l u t i on
R i s kLe
ve
l o
f C
on
ce
rn
Sh i f t i ng Concerns
N e e ds
P r i c e
S o l u t i on
R i s k
Customer Experience
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Pe rs p e c ti va
Fa c i l i d a d e d e u s o
D u ra ç ã o
D i n â m i c a
E s c o l h a
M u l ti fa c e t a d o
A l i n h a m e n t o
P r e v i s i b i l i d a d e
O m a i s i m p o r t a n te - Tra n s p a rê n c i a
Experiência
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P e r s o n a l i z a t i o n > C u s t o m i z a t i o n
Satisfaction
Acknowledgeme
nt
Decision
CriteriaInvestigation
Selection
Evaluation
Decision Cycle
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1. I n d i v i d u a l D i ff e r e n c e s
2. S t y l e a s a Wa y o f T h i n k i n g a n d B e h a v i n g
3. S t y l e Te n d s t o b e S t a b l e o v e r T i m e
4. T h e r e i s a F i n i t e N u m b e r o f S t y l e s
5. G e t i n S y n c w i t h t h e S t y l e o f O t h e r s
PRINCIPLES
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Why?
T h e L a w o f P sy c h o l o g i c a l Re c i p r o c i t y
MECHANISM
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A s s e r ti v e n e s s
Re
spo
nsi
ven
ess
ASKS TELLS
CO
NTR
OLS EM
OTES
A
B
D
C
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Assertiveness
Res
pons
iven
ess
CON
TRO
LS EM
OTES
A S K S T E L L S
Driv ingIndepende nt
Fo rm alPrac tica l
Dom inating
AnalyticalSer io usExac ting
Inde c i s iveLog ica l
Express iveAni matedFo rcefu l
Opi n io nate dIm puls ive
AmiableDependabl eSupportive
Pl i abl eOpe n
Assertiveness Competitive Rapid movers Quick decis ion
makers In itiative takers Time sensitive
Responsiveness Fr iendly Talkative Approachable Slower dec is ion
makers Sens itive to
others
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PA S S A D O P R E S E N T E F U T U R O
A má v e l
A n a l í ti c o
I mp u l s o r
E x p r e s s i v o
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Primary Asset
Analytical
Amiable
Expressive
Driver
Controlling
Systematic
Energizing
Supportive
Managing Social Styles
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Backup Behavior
Analytical
Amiable
Expressive
Driver
Attacking
Autocratic
Avoiding
Acquiescing
Managing Social Styles
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Analítico Amável Impulsor Expressivo
Ativo Primário Sistemático Apoiador Controlador Energético
Comportamento Secundário
Evitador Aceitador Autocrático Atacador
Para crescer, precisa: Decidir Iniciar Ouvir Verificar
Medida de valor pessoal
Respeito Aprovação Poder Reconhecimento
Preciso de um ambiente que: Processa Colabora Responde Descreve
Permite salvar/maximizar Esforço Relacionamento Tempo Face
Resumo de Estilos Sociais
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Analítico Amável Impulsor Expressivo
Se esforça para ser: Exati Colaborador Eficiente Interessante
Apoiam seus Princípios e pensamentos
Relacionamentos e sentimentos
Conclusões e ações
Visões e intuições
Ressaltam benefícios que tratam do: COMO se resolve
o problemaQUEM mais está
envolvidoO QUE realizará a
soluçãoPOR QUE a solução é a
melhor
Para as decisões, ofereça: Evidências e
dadosTestemunha e
garantiasOpções e
resultadosEmoção e
Visualização
Seguimento com Opções e resultados Emoção e
VisualizaçãoEvidências e
dadosTestemunha e
garantias
Resumo de Estilos Sociais
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“Os 4 aspectos mais importantes a serem considerados c/ respeito ao ambiente de uma organização:1. Confiança2. Ética3. Amizade4. Trabalho em equipe”
Cultura & Competência
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“Using their expectations to gain commitment.”
Culture & Competency
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Calibrar Cultivar
Conectar Comunicar
Cultura & Competência
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pesquisa
manutenção
estabelecimento desengajamento
Etapas da carreira
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“Finding the right coaching technique. Younger people tend to be less receptive to direct coaching and you often have to find a supportive way to approach any subject that could be considered punitive or
conflicting.”
Effective Coaching
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High
LowGO
ALS
(sm
art)
LowHigh
PEOPLE (social styles)
SELLING TELLING
PARTICIPATING PASSIVE
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High
Low
Lead
er A
war
enes
sLowHigh
Employee Awareness
Coaching Matrix
Skil l /Behavior
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Ask
Listen
Coach
Praise
Challenge
About Thei r Goa ls
Without D is tract ions and Interrupt ions
Knowledge, Sk i l l s , and Att i tudes
Spec ific Behaviors
To Become Their Best
Prepare Fol low-Up &
Feedback
Coaching Process