Marketing Principles

Nabeel Al Wazzan

Rewarding Sales Staff

1- The Affiliation stage: which is the starting stage for an employee; during which this staff needs to feel affiliated, cared about, belongs to, accepted, and a part of the working group.

2- The Stability stage: It is the period which follows the Affiliation, and during this period an employee should feel stable in work, income and safe within the working group. He/She should not be threatened to be thrown out or dismissed at anytimes for no reasons.

3- The Growth stage: During this period the employee should feel appreciation reflected in promotion, salary and status advancement within the working group. This period is very important to a staff, and is always expected that one day it should be there.

4- The Power stage: It is the period where the staff achieves the maximum advancement within the entity and starts to impose decisions, puts regulations and plan strategies for that entity. He becomes more heard and more effective. The experience which he has passed into during the previous stages gave him the power to take right decisions.

Difference between Marketing and Sales

Methodology of developing Sales for Ground FX Media

What measures the efficiency of an Ad placed on Ground using the Ground FX technology? This question raises big controversial discussions with potential clients. Those clients always look for the maximum output of minimum input. In other words they always care that the money they would invest in publicity should generate a big difference in their sales growth and with the other values they look after.

The duty of the agent (or the Media Seller) in this case is to handle the clients' worries and assures them that Ground FX as a media mean also is measurable and that the clients would receive periodical reports on the efficiency of their advertisement on Ground FX.

The agent should listen to the objections raised by clients about advertising on Ground FX, those objections are mostly real and rely upon worries that this media might not be effective. The agent should acknowledge those objections and worries, and should assure back to the customers that their worries were taken into consideration, and that the agents have treated those worries with care.

What are the agent's duties towards this issue?

The marketing approach for Ground FX should take into consideration many factors before approaching the clients for getting their advertisement to that media. Those factors can be summarized as follows:

1-      The initial stage where the Ground FX should be placed in high traffic outlets, malls or commercial areas. The agent should make sure that all technical related issues are easy to solve. It would be highly recommended if those systems distributed in different outlets are linked to a mother-hub with IP-address facility.

2-      The Statistics stage where the agent should collect statistics about the people interacting with this media, and this stage should be divided into two levels:

a.       Traffic Monitoring level; by placing counters at the places where the Ground FX systems are mounted to obtain number of people trafficking by.

b.      Studying with the outlet people the number of daily visitors, to compare between the visits and traffic at the Ground FX location. (This might result with the change of the system location in case current location proved inefficient).

c.       Comparing with other media means such as newspapers, magazines, outdoor, audiovisuals etc… The comparison should be in terms of cost versus reach, artwork, interactivity etc..

3-      The Analysis stage; where back at the agent's company the data should be analyzed, tables and graphs should be reported and prepared in easy-to-read information.

4-      The Approach stage; this one is also divided into two levels which are:

a.       The Communication with the client, where the sales representative (media seller) should talk in numbers with the client, based on the readings at the different locations, and the analysis of the studies made earlier, as mentioned in stage (2).

b.      The Offer Stage (Quotation); this stage is very important because it puts on paper what the media seller discussed with the customer, where also the efficiency analysis should also be attached for the client's reference. The quotation itself should be phrased in a professional way which leaves an impression of high skills, remember that Show-off based on real facts is a good marketing tool.

5-      The Closing Stage, in an equal competition always the sales representative makes the difference. Agents should hire qualified people who know how to perform a proper sales approach and how to wrap-out and close a deal.

Financials:

The Media market is very competitive, pricing should be studied carefully. Despite of this subject, the service and the benefit which the client would get justifies the cost to that client.

Ground FX is a new and promising media, the market positioning of this media is as much important as the media tool itself. Pricing this media at a low rate could reflect negatively on the client's impression about the media efficiency itself. However the pricing cannot be more expensive than conventional media.

Taking into consideration the cost of the systems, rental charges at the outlets, human input on the work, and the period during which this media would be the "Media Hit" after which it will start declining; are factors which if considered properly would help in a good and proper pricing.

Media means in the region are developing quickly; hence the fruitful business with Ground FX should last for two more years after which it will start becoming normal or conventional media to people. The investment with Ground FX should take into consideration this factor as well in order to come out with a reasonable profitable pricing of the ads on this media.

All the above financials along with the reporting system will allow the agent claiming a profitable price for the advertisement on Ground FX and will reward his investment quickly. Follow up and maintenance of the systems will also keep the media in good shape and operating effectively.

• Previous Posts:

• Small Is Beautiful
• Rewarding Sales Staff
• Difference between Marketing and Sales
• Methodology of developing Sales for Ground FX Media
• Benefits of a Business Analysis
• Is Marketing an Art, or a Science?

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