MKT 410 - 2

MKT 410 - 2 - How long does it take for someone to decide...

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8/06/09 MKT 410 # 2 Chapter 1 – The Secrets of Winning People Over The Power of Likeability Say - 7% Sound - 38% Look - 55% 1. Company Indifference – 68% 2. Product Dissatisfaction -14% 3. Lower Price – 10% 4. New Friendship – 5% 5. Relocation – 3% 6. Death - !% The Rock Star Attitude Example is Garth Brooks o Decided to move to Nashville (Big City) o Not discovered immediately so he worked at a store selling cowboy boots Other examples – Bruce Springstein, Jimmy Buffet Key* continually show people how much you care about them What Clients Want (State Bar of Missouri) Attorney Client Results Honesty Efficiency Personality Friendliness Promptness Courtesy Empathy
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Education Informative *The attorney characteristics are already assumed by the Client. The Client needs are examples of the rock star attitude ( Give the First Love ) Prospective Clients are assets, and rock star attitude builds loyalty Average American Company loses 10-20% of their clients and employees every year
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Unformatted text preview: How long does it take for someone to decide if they like you? 30 seconds Sales Presentation (Pitch) Anytime you speak with the intent to persuade Chapter 2 Be The Brand Perception is important Perception is reality of course there are misperceptions Brand The perception people have of the experience of having a relationship with you Brand Values The ideals you bring to the relationship Gillette Core Values Achievement Collaboration Integrity Brand Promise An expression of your commitment to your values Ritz-Carlton Credo We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience The Coca-Cola Promise The Coca-Cola Company exists to benefit and refresh everyone it touches Homework Assignment Come up with your own Brand Promise Read Chapters 4-5...
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MKT 410 - 2 - How long does it take for someone to decide...

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