Report on onixx
- 2. 2 ACKNOWLEDGEMENT I would like to express my heartiest gratitude to Ms.Sangita Singh (MARKETING EXECUTIVE HEAD) ONIXX COMMUNICATION Pvt. Ltd. for giving me an opportunity to associate myself to the company and to carry out my project titled business development I would like to thank Mr. Deepak Sharma( Senior Sales Manager) to recommending my name for the summer trainee. I am sincerely thankful to Mr. Nikhil Sharma (Sales Team Leader) under whose guidance I have successfully completed this project. I thank him for his consent, encouragement, and warm response and for filling every gap with valuable ideas that has made this project successful. It is a privilege to express my sincere thanks to our honorable project guide Dr. Monica Arora for giving me an opportunity to undergo this project.
- 3. 3 EXECUTIVE SUMMARY ONIXX COMMUNICATION Pvt .ltd is an ISO 9001:2008 certified companies specialized in offering customized exhibition stand designing, and installation solutions. Their consistency in delivering custom built exhibition stands displays has been rewarded with repeat business from our clients from various worldwide locations They continue to stay true to our essence by being marketing –driven and proactive in responding to our clients needs and assisting them meet their product and brand visibility and marketing or branding techniques. • MISSION – We venture to exceed the expectation of our clients Right First Time by consistently delivering to high quality and customized exhibition stand design solutions • Vision - We want to be of the top global leaders in the ever increasing industry of events and exhibition fabrication with a huge satisfied customer base and repeat business in various global locations
- 4. 4 SPECIALIZATION At ONIXX, we want you to leverage our leverage our full range of bespoke service for your exhibition events or display environments .We are dedicated to bring you a unique experience and assist you in assist you in influencing your bottom line .Our exceptional design and built services will make your displays stand out at your events .Our services extend globally and include Custom build stand
- 7. 7 CHAPTER-1 AREA OF INTERNSHIP BUSINESS DEVELOPMENT Business development is a combination of strategic analysis, marketing, and sales. Business development (or "biz dev") professionals can be involved in everything from the development of their employers' products and services, to the creation of marketing g strategies, to the generation of sales leads, to negotiating and closing deals. The job of the business development professional is typically to identify new business opportunities-whether that means new markets, new partnerships with other businesses, new ways to reach existing markets, or new product or service offerings to better meet the needs of existing markets-and then to go out and exploit those opportunities to bring in more revenue. Since the field is a cousin of marketing and sales, even when an organization doesn't have a stand-alone business development department or employees with the phrase "biz dev" in their job titles, you can bet that folks in sales and/or marketing are handling business development responsibilities. You can find biz dev jobs in all industries-at everything from tech startups to huge pharmaceutical companies. What the work entails, exactly, depends on how big a company is and what industry it's in. Business development opportunities should grow, especially in expanding industries the growth in business development careers is being driven by a variety of factors. For one thing, businesses are doing more and more on the Web, meaning there are more and more opportunities for alliances, partnerships, and other business activities between and among companies doing business on the Web, Internet companies, and Internet services companies. At the same time, there's a growing need for biz dev types to seek out and close business deals in new markets. And as companies increasingly strip themselves down to only their core components, they rely on business development to do the deals that allow them to outsource non-core business functions.
- 8. 8 Companies of all sizes in all industries are building their businesses around partnerships-and it is business development's responsibility to initiate and manage such relationships. Often the biggest challenge facing business developers is negotiating the terms of partnership deals. Getting another company interested in a partnership is just the beginning-drafting a contract and negotiating its terms is a process that can drag on for months. Once both parties sign the contract, business development must work with other teams in a company (e.g., product management, marketing, and operations) to oversee the successful meeting of the terms of the partnership. Client services Client services managers perform job tasks similar to those performed by customer service representatives. ... In general, representatives work to ensure client satisfaction with an organization's product or service. They are often the primary point of contact for a client or customer. No advertising campaign goes from storyboard to sales driver by itself. The client services manager is the ad agency executive who guides the campaign-building process. From client communications and work flow to budgets and billing, client services managers have many responsibilities. Most client services managers start their careers as entry-level assistant account executives, learning the ropes with a shorter list of responsibilities on a limited number of accounts. As they advance in the field, senior account leaders can take home more than $100,000 a year.
- 9. 9 Agency Role Client services managers connect an agency's creative efforts with advertisers’ needs, from leading a first meeting on a new account to researching media outlets for a campaign. They maintain relationships with executives of client businesses oversee the agency’s account team across all disciplines and develop strategies for clients. In short, the client services manager is accountable for all aspects of the delivery of work to the client. But the account leader’s role goes beyond merely giving a client what he wants. Client services managers are problem solvers who analyze markets and help advertisers develop business goals for their goods and services Daily Routine Every day is different for client services managers, but routine tasks include updating status reports for clients, receiving creative changes from clients, relaying those changes to creative staff and supervising the account’s finances. Daily responsibilities involve maintaining and growing client relationships, and managing client expectations — for example, keeping them realistic about timelines for delivering campaigns. Research is also part of the account leader's job. Whether a client makes tractors or sells clothes, the manager must become an industry expert. An account manager's day might start with a client meeting to discuss a new app. Next up: Sending another client a rough cut of a TV spot, getting feedback on the ad, making final changes and shipping it for an air date. A brainstorming session for a client who wants to increase sales in a specific category might be on the agenda, as well. Account leaders also schedule store walks to check out clients’ competition, write up their findings and share them with clients. They also review magazine and newspaper articles for new trends several times a day.
- 10. 10 Characteristics Client services managers share a specific personality and work traits. They can juggle multiple client needs while maneuvering sudden changes of direction in the marketplace. They're organized. People skills are also a must, because they interface with many personalities in many disciplines. Diplomacy is key as well as — account leaders must work through differences between creative staff and clients. Also important are curiosity and an interest in keep up with new technologies and trends and how they affect a client’s business. Finally, the ability to foster a healthy work-place culture is important, because agency employees work long hours and face tight deadlines. Qualifications Account managers typically have a four-year degree in business, marketing or journalism. For senior-level client services jobs that call for strategic thinking on sophisticated accounts, an advanced degree, such as a master’s in business administration, is increasingly important. A college education alone won’t guarantee a job in client services, though. Many agencies want ad-industry experience, even for entry-level hires. Internships are essential. However, not all client services managers need agency experience. Agencies often hire client services managers from specific industries — the automotive industry veteran brought on to handle a large automotive account, for example. A senior account leader typically has 10 or more years of experience, either at an agency or in corporate marketing. Besides education and experience, hiring managers also look for people who appreciate the creative process.
- 11. 11 WHAT IS CLIENT SREVICE IN EVENT MANAGEMENT? Client Servicing Manager is responsible to support Corporate Sales Team or Business Development teams in servicing accounts. Client Servicing Manager is often the primary point of contact for clients and ensures client satisfaction with the organization's product or service. The Job Role and Responsibilities The primary responsibilities of a Client Servicing Manager would be to: Seek, process and execute client requests and product orders Answer queries regarding product/ services, processes and if required direct them to the account manager Assist clients to use the products and services and keep them updated about new features launched Coordinate with internal teams to ensure timely fulfillment of products orders/ services Maintain trackers, reports for client interaction, product/ service usage etc Collect feedback and resolve client complaints Competencies and Skills Required Client Servicing Manager plays a critical role in satisfying clients and thus bringing repeat business. They are the primary point of contact for the company's clients and need to have good communications skills, interpersonal skills and problem solving skills. The major skills and competencies that employers look for in a candidate are: Good communication skills Good interpersonal skills Active problem solving skills Customer Focus Ability to handle pressure Assessment for the ‘Right’ Client Servicing Manager
- 12. 12 Assessments' Correlation to Performance Standardized assessments have shown high 'validity' in predicting the success of the candidate as a Client Servicing Manager. The objective criteria consist of cognitive skill assessment, Servicing competency assessment and personality. Situation Judgment Tests (SJT) when combined with personality and cognitive skills assessments have proven to be a valid tool for predicting job performance of a candidate applying for Client Servicing Manager role. Benchmarking study done at multiple companies across industries show that there was a strong correlation between candidates' actual on job performance and scores on AMCAT SJT for Client Servicing and personality traits of Agreeableness and Emotional Stability. Standardized benchmarks on these modules when used at the time of hiring can increase organizational efficiency by 18%-22%.
- 13. 13 CHAPTER-2 ORGANIZATION PROFILE ONIXX COMMUNICATION ONIXX COMMUNICATION Pvt .ltd is an ISO 9001:2008 certified companies specialized in offering customized exhibition stand designing, and installation solutions. Their consistency in delivering custom built exhibition stands displays has been rewarded with repeat business from our clients from various worldwide locations They continue to stay true to our essence by being marketing –driven and proactive in responding to our clients needs and assisting them meet their product and brand visibility and marketing or branding techniques. • MISSION – We venture to exceed the expectation of our clients Right First Time by consistently delivering to high quality and customized exhibition stand design solutions • Vision - We want to be of the top global leaders in the ever increasing industry of events and exhibition fabrication with a huge satisfied customer base and repeat business in various global locations
- 14. 14 SPECIALIZATION At ONIXX, we want you to leverage our leverage our full range of bespoke service for your exhibition events or display environments .We are dedicated to bring you a unique experience and assist you in assist you in influencing your bottom line .Our exceptional design and built services will make your displays stand out at your events .Our services extend globally and include
- 15. 15
- 16. 16 Our clients
- 17. 17 Our services Costume build stand ONIXX INDIA prides on being an exceptionally versatile design and fabrication company. We design ,build and manage a high quality selection of retail exhibition stands to suit a range of budgets and needs .Our professional team of designers and exhibition stands a range of budgets and needs .Our professional team of designers and exhibition stand builders truly design and fabricate stands that are not ordinary but beyond ingenuity .We work with you to build a masterpiece which exceptionally shines out in the hues .we considers a lot of things while designing stands including your specification, marketing strategy ,the country where you are exhibiting and the exhibition enviroment .Our decades of experience has helped us gain an expertise in creating aesthetically rich exhibition stands to attract the audience and bring buyers to you.
- 18. 18 Custom modular stand ONIXX INDIA is professional designer of custom modular stands .With extensive years of experience in exhibition stands industry ,our team understand your requirements the best our priority is to take care of your exhibited ideas and make sure they reflect immaculately with our modular exhibition stands .we choose the best themes and color combination to reproduce a storytelling effect of your brand .with us ,you can rest assured you are getting the best custom modular stands solution across the globe .our modular stands offer a lot of flexibility allowing you to reconfigure them as per your exhibition requirements .our custom solution allow you to display the content you need with the help of interchangeable graphics
- 19. 19 Pavilions Our services are not just limited to retail exhibition stands and modular stands .We offer bespoke solutions to brands that need distinctiveness and prefer displaying their brands in a unique way .we build attractive pavilions’ for them .we have paramount of experience in fabricating customized pavilions which are well outfitted with world class facilities. We will collect your abstract ideas and advertising schemes to make sure our work blends with your objectives .pavilions designed and built by ONIXX India are a unified effort of our designer, exhibition stand builders and the marketing.
- 20. 20 RETAIL DESIGN Our custom built exhibition stands are completely to your branding needs .They are excellent solutions if you exhibit at numerous venues and events .our bespoke stand design takes your vision and turns it into really to match a diverse range of exhibition and event activities .blending creativity innovation and your abstract business ideas together ,our solutions provide a clear focal point for visitors and delegates .Trust ONIXX INDIA if you want your presence felt with an outstanding custom –built stand .we understand exhibition offer a direct opportunity for you to engage with prospective clients and assess the competition .so we help you reap the benefits of this golden opportunity by delivering a unique and innovation custom build stand design and installation solutions
- 21. 21 CHAPTER – 3 JOB DESCRIPTION AND FUNCTIONAL PROFILE MY ROLE IN BUSINESS DEVELOPMENT PROFILE Profile: • Motivated to work with tight deadlines and ambitious targets • Passionate about closing deals under pressure and in a high pace environment (experience in corporate sales, customer facing role, B2B environment, membership and sponsorship sales is a plus) • Outstanding communication skills (oral and written) • Able to process large amount of information quickly and take decisions to solve problems • Capable to work effectively in a team and independently when required • Proficient in English (any other foreign language is an asset) • Currently a student or graduating with a degree in Business, Marketing, Sales Management or similar • Proficient in Microsoft Suite: Word, PowerPoint, Excel (experience with CRM software is an advantage) • Eager to learn about ONIXX COMMUNICATION and B2B business development.
- 22. 22 Responsibilities: • New membership in (corporate sales in B2B): o market research, generate leads, prospecting through cold calls, setting up and attending sales calls and meetings, follow-up and CRM updates, direct sales of membership and sponsorship (for the assigned accounts), building and retaining relationship with existing members and sponsors • Assist in developing and updating all (membership, exhibition events) marketing materials • General assistance and organizational support to the BD department Business development is a combination of strategic analysis, marketing, and sales. Business development (or "biz dev") professionals can be involved in everything from the development of their employers' products and services, to the creation of marketing g strategies, to the generation of sales leads, to negotiating and closing deals. The job of the business development professional is typically to identify new business opportunities-whether that means new markets, new partnerships with other businesses, new ways to reach existing markets, or new product or service offerings to better meet the needs of existing markets-and then to go out and exploit those opportunities to bring in more revenue. Since the field is a cousin of marketing and sales, even when an organization doesn't have a stand-alone business development department or employees with the phrase "biz dev" in their job titles, you can bet that folks in sales and/or marketing are handling business development responsibilities. You can find biz dev jobs in all industries-at everything from tech startups to huge pharmaceutical companies. What the work entails, exactly, depends on how big a company is and what industry it's in. Business development opportunities should grow, especially in expanding industries the growth in business development careers is being driven by a variety of factors. For one thing, businesses are doing more and more on the Web, meaning there are more and more opportunities for alliances, partnerships, and other business activities between and among companies doing business on the Web, Internet companies, and Internet services companies. At the same time, there's a growing need for biz dev types to seek out and close business deals in new markets. And as companies increasingly strip themselves down to only their core components, they rely on business development to do the deals that allow them to outsource non-core business functions.
- 23. 23 Companies of all sizes in all industries are building their businesses around partnerships-and it is business development's responsibility to initiate and manage such relationships. Often the biggest challenge facing business developers is negotiating the terms of partnership deals. Getting another company interested in a partnership is just the beginning-drafting a contract and negotiating its terms is a process that can drag on for months. Once both parties sign the contract, business development must work with other teams in a company (e.g., product management, marketing, and operations) to oversee the successful meeting of the terms of the partnership. Client services Client services managers perform job tasks similar to those performed by customer service representatives. ... In general, representatives work to ensure client satisfaction with an organization's product or service. They are often the primary point of contact for a client or customer. No advertising campaign goes from storyboard to sales driver by itself. The client services manager is the ad agency executive who guides the campaign-building process. From client communications and work flow to budgets and billing, client services managers have many responsibilities. Most client services managers start their careers as entry-level assistant account executives, learning the ropes with a shorter list of responsibilities on a limited number of accounts. As they advance in the field, senior account leaders can take home more than $100,000 a year.
- 24. 24 Business Development Executive Skills To be an effective business development executive, an individual must be: Socially adept Good with numbers Able to provide quality leadership to a large team of sales people The skills you need to excel in this position include: Strong communication and IT fluency Creative talents and the ability to solve tough problems In-depth knowledge of the industry and its current events The ability to handle pressure and meet deadlines Skill in prioritizing and triaging obligations Attention to detail Excellent time management and organization Business Development Education and Career Development Though there are rarely formal qualifications, many organizations require a degree from their applicants. For those hoping to eventually attain this position, business or math’s degrees are extremely beneficial, and may even help students acquire work through a graduate training program. Many entrants, however, begin working as salespeople or marketers before being promoted, and there are also many apprenticeships available in the sector. For those in junior roles, additional Level 2 qualifications in Business Principles, Sales Management, and Marketing can help young professionals advance their careers much more rapidly than they otherwise would. After gaining industry experience and familiarity with the sector, professionals can also boost their resumes by obtaining Level 3, 4, and 5 diplomas in sales and marketing courses. In the UK, the Chartered Institute of Marketing is an excellent resource for earning these advanced degrees.
- 25. 25 CHAPTER -4 LEARNING EXPERIENCE AND THE INSIGHTS GAINED Business Development Managers are responsible for developing the business side of a company, identify business opportunities and build long-term relationships with prospects in order to increase the company revenue and maximize profits. Business developers help the company to become as successful as it can be, they rely on knowledge, theory, and hands-on experience to help businesses to grow, and they evaluate the current performance of the business and find ways to help the business reach its full potential. Communication & Interpersonal Skills A good business developer must have strong communication skills in order to communicate, present, assert and speak to all the different stakeholders involved, he must also be able to cold call prospects with confidence in order to be a successful business developer. Collaboration Skills Business Development is not a one man show, it involves collaboration with multiple parties from inside and outside the company, and therefore any good business developer should be able to build relationships, influence, manage conflicts and navigate through office politics in order to get things done.
- 26. 26 Negotiation & Persuasion skills This includes being tactful and diplomatic at all times, achieving your set goals require that you are able to learn when to compromise and when to take a stand, in order to persuade your prospects to do what needs to be done, you will need to win their hearts, minds, and trust. Project Management Skills Good Business developers are in some way also project managers, they have to be able to plan and manage projects, manage the risks involved, calculate budgets, cost, time and teams working on ongoing projects. Research & strategy A Business Developer will need to have strong research and strategic analysis skills. Computer Skills This comes without saying these days, any decent employee never the less a Business Development Manager must have high competency working with Microsoft Office, and even CRM software's is a must for this job.
- 27. 27 Business Intelligence Knowing all about your business services and products is essential, knowing everything about your competition will provide you with the leverage you need to surpass them, any respectful business develop will conduct the necessary competitive analysis needed to identify the company current position, and what competitive advantage the company have over them, therefore business developers must be able to collect the data they need in order to prepare an accurate analysis. In addition to all of the above-mentioned skills, exceptional Business Development Managers are always hungry for knowledge, they like to stay up to date with the latest economic matter in the industry, they are always organized and are used to working under constant pressure, their knowledge in Sales Management, Marketing, strategic management and business planning is a power they will use to grow your business, combined with the skills detailed above and the qualities described in this article 'Top Qualities to look for when hiring a Business Developer' you can rest assured that your business lies in good hands
- 28. 28 Prospecting Prospecting is the method by which salespeople search for new customers and potential customers. One obvious reason for prospecting is to expand the customer base, which is important because most sales organizations lose customers every year (Jolson & Yoruba, 1992). Sales textbooks typically discuss methods of prospecting, such as referrals, networking, bird-dogging, cold canvassing, and numerous others. Prospecting usually includes a discussion of qualifying the prospect and thus developing some type of screening procedure. Traditionally, salespeople were expected to find their own prospects. Prospecting was an essential and large part of the selling job, and for many salespeople, this was the most difficult and tedious part of the job—in fact, it is an aspect of sales jobs that has chased off many would-be salespeople. Reproach The reproach step includes all post prospecting activities prior to the actual visit with a prospect or customer. The reproach step occurs on virtually every sales call. Sellers are doing their research on the prospect or customer, familiarizing themselves with the customer’s needs, reviewing previous correspondence, and pulling together any other new and relevant material that might be appropriate for bringing to the sales call itself. Reproach activities also include talking with gatekeepers, doing homework on the customer (individual and organization), mentally preparing for the approach and presentation (rehearsal), and breading the customer’s office on entry.
- 29. 29 Approach The approach usually takes the first minute or minutes of a sale. It consists of the strategies and tactics employed by salespeople when gaining an audience and establishing initial rapport with the customer. The approach includes opening small talk, the handshake, eye contact, and generally making a good initial impression. Most sales textbooks include a variety of different approaches that can be used, including the introductory approach, the assessment approach, the product approach, the consumer- benefit approach, the referral approach, the consultative approach, and many others. Presentation The presentation is the main body of the sales call and should occur after the salesperson has predetermined the needs of the customer. This step can be one presentation or multiple presentations over a period of time. Goals for the sales presentation will vary. First-time buyers must get sufficient information to adequately understand the product’s benefits, which may be facilitated by building the presentation around a product demonstration. Selling points and attributes are visualized and built around a call agenda or sales proposal. This step can be complex, and preparation is essential. Sales textbooks and sales training programs spend substantial time on this step of the selling process.
- 30. 30 Overcoming objections Objections can be broadly defined as customer questions and hesitancies about the product or company. Salespeople should expect that objections will be encountered in every sales presentation. A number of reasons exist for objections, and despite the fact that objections can delay the sales process, for the most part they should be perceived in a positive sense as useful. This is because by revealing objections, true buyer needs can be uncovered. In the early days of selling, sales objections were viewed mostly as a hurdle that salespeople had to overcome to get to the ultimate sale. In more modern times, a true objection might be viewed as a sign not to pursue the sale further because a need may not be met with a given product. Most sales textbooks provide a discussion of differing types of objections and procedures for how the salesperson can overcome them. Close The close is defined as the successful completion of the sales presentation culminating in a commitment to buy the good or service. Once any objections have been successfully overcome, the salesperson must actually ask for the business and thus begin the process of closing the sale. This step traditionally has been trumpeted as difficult for many salespeople (especially new salespeople) because many simply do not ask for the order. A myriad of closing tactics are available, some of which are quite colorful, that are typically discussed in sales textbooks and sales training sessions.
- 31. 31 Follow-up As mentioned earlier, the follow-up step is a relatively newer addition to the steps of selling in which the salesperson does not assume the sale is over with the acceptance of an order. Rather, much work begins after the sale to make sure the customer is happy with the product/ service and that everything that was promised is being delivered. Examples that are frequently given include a thank-you letter to the customer or a follow-up phone call to ensure the customer is happy.
- 32. 32 Using Excel as a Database If you design your Excel workbook correctly, you can use Excel to look at your data in many of the same ways you would use a database application – you can sort data in many different ways, filter it so you see only data that matches specific criteria, and you can reorganize your data in any way you want it “on the fly” as your needs change. To use an Excel workbook as a database, your data needs to be structured in the list format. The techniques we’ll talk about in this session won’t work on data that’s not structured as an Excel list, but don’t worry – this is not hard to do! An Excel list consists of columns and rows of data structured in a specific way: • Each column contains the same category of data in every row in the column (similar to a field in a database) • Each row in the list contains all of the fields of data for one entity (a person, organization, object, etc.) similar to a record in a database, but called sets of data in Excel’s terminology • The first row of the list must contain a unique name at the top of each column. This first row does not need to be the first row of the worksheet • The row containing the column headings must be formatted differently from the rest of the list (i.e. bold, larger font, italicized, etc.) • There can be no blank rows in the list (there can be blank cells in a column, but the entire row cannot be empty) • Data in a column must be in the same format for every row in the column (i.e. numbers can’t be spelled out in one row and entered as digits in the rest of the rows in that column) • Other data in the worksheet can be located outside the boundaries of the list Here’s an example of an
- 33. 33 Excel list: The cells in the first row of the list that contain the column headings are formatted differently (italicized), and each column has a unique name. Each row contains a set of data about one person, and there are no blank rows in the list. Data can be sorted alphabetically or numerically in Excel using the Quick Sort buttons on the Standard Toolbar. Sorts can be in Ascending (A-Z) or Descending (Z-A) order. Many people get frustrated with sorting in Excel because of the way they perform the sort – first they select an entire column by clicking on the column letter, then they click the Quick Sort buttons on the Toolbar. The only trouble with this method is that only the selected data gets sorted – the rest of the data in each row stays right where it started! To sort the right way in Excel, all you need to do is put the cell pointer in any cell in the column you wish to sort, and then click one of the Sort buttons. If your data wasn’t originally sorted alphabetically or numerically, once you’ve performed a sort on the data you won’t be able to return the list to its original order; however, you CAN add an additional column to your list, and number each row sequentially so that you can resort that column numerically. You can use Excel’s Fill Series feature to quickly number the new column sequentially : 1. In the first cell to be numbered, type the number 1 2. In the next cell down, type the number 2 3. Select those two cells 4. Position the mouse pointer over the Fill Handle in the lower right corner of the selected cells 5. Click and drag the black, thin cross mouse pointer down to the end of the column
- 34. 34 6. To return the list to its original sort order, select any cell in the numbered column and click the Sort Ascending button The Quick Sort buttons only allow you to perform sorts on one column at a time, but sometimes you need to perform more complex sorts. For example, if you have a list of names you may want to sort first by Last Name, then additionally by First Name in case Priority 1: Figure out what’s most important to track when closing exhibition sales leads: What kinds of contact data do you need to collect about your leads? What data points do you need for business reporting? Do those needs change from lead to lead, or are they pretty static? There are obvious things like phone numbers and emails and the like, but you also have to consider the finer points like a lead’s connections to your competitors and a record of prior deals you’ve had with them. You may find that it makes a world of difference to be able to track communications and have relevant files--like contracts and invoices-- directly connected to a lead in the system. Priority 2: Make sure the solution is user-friendly and intuitive. People hate data entry, so you have to strike a balance between ease of use and functionality. The system you choose has to serve the needs of your sales team (by making it easy to input the data that will help them close deals) and your business interests (collecting the right data points on the back end to allow comprehensive reporting). If the solution is difficult to navigate and inputting data is a pain, then your sales team won’t adopt it fully. That means they won’t have the data they need when communicating with leads, and you won’t have the data you need to get an accurate measure of your business. Priority 3: Is the software purpose-built for your business? Now that you know your specific business needs, hold out for a solution that fits your industry. No matter how hard someone is trying to sell you on a be-all, do-all system, it is a simple fact that all CRMs are not created equal. A generalized solution might seem better at the outset but is likely to disappoint in the long run. A simple contact database might be easy to use, but might not meet your needs for robust reporting. A middle- ground solution is likely your best bet.
- 35. 35 Evaluating an existing CRM system Already have a CRM system? Take a look at your current processes and be honest about how well they’re working for you. Various industry studies have shown that upwards of 62% of sales people poorly follow CRM best practices. Yikes! Those best practices are the whole reason you have a CRM! To figure out why your sales team isn’t fully utilizing your system, and closing more exhibition sales leads, get answers to these questions: 1. Is the CRM itself too cumbersome and complicated? 2. Are you asking your team to find and input too much data or just the wrong data? 3. Is your system optimized for your industry and your needs, or are you either lacking key functionality or carrying too many features that you never use? 4. Is your CRM system well integrated with your other business tools, or does it feel tacked on for reasons no one can explain? The best way to get to the bottom of the functionality funk is to get real feedback from your team. Ask your users why they hate it. Give them a survey or have a group discussion. However you do it, make sure you use what they say. When your team feels involved in the discussion, they’ll feel involved in the solution. Those good feelings transfer to their output. Your team will be more willing to stick with the process, and the data they need will be where they need it. Closing the cracks Be honest, has your organization ever had a lead slip through the cracks because someone forgot to follow-up or wasn’t quick enough? If the answer is “no,” then congrats! You’re one of very few organizations on the planet that is always on top of things—or, you just have a very low volume of leads (and if that’s the case, you might want to check this out). If the answer is “yes,” you are like most of the world and CRM is the key to closing the cracks and more sales.
- 36. 36 CHAPTER- 5 RECOMMENDATIONS AND CONCLUSIONS The purpose of this project was to look beyond the community and to change the longstanding pattern of self –initiated communication .to make this goal ,independent analysis of situation and advice of experienced creative market –research professionals needed. One unanticipated benefit of engaging outside professionals was that members were encouraged indeed obliged ,to become educated about the processes, benefits and limitations of message development and testing .Another was that many interactions led to a relationship of trust and mutual respect that facilitated difficult issues. Market research is as much an art as an science .Although it is desirable and often feasible to gather data via focus groups or surveys ,gathering right data and doing it effectively requires a professional approach based on judgment ,experience and common sense. Market research provided direction and a rational for helping us allocate time .money and human resources in developing positioning statements and messages. Based on the results of our research effective messageing will require different messages for different target audiences. Effective communication with the customers. Teamwork Adverting Identification of target audience
- 37. 37 BIBLIOGRAPHY Books: Kottler Philip, Marketing Management, edition 13 Bound, Stash, Marketing Research Internet: www.onixxindia.com www.google.com www.wikipedia.org