© THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 1 Certificate of Business Management Presented By Lê Châu Tuấn MBA CEO “Former Marketing Director Unilever Vietnam” © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 2 Quản trị kinh doanh là …… • Làm kinh tế: Tạo ra khách hàng • Phối hợp mọi hoạt động để tạo ra sự hài lòng cho khách hàng • Nhận sự tưởng thưởng với giá trị lớn hơn công sức © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 3 Quá trình phát triển Production Era Production Era Sales Era Sales Era Marketing Era Marketing Era Relationship Relationship Marketing Era Marketing Era © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 4 Chúng ta sẽ học… 1. Cách tạo ra khách hàng 2. Cách trình bày ấn tượng 3. Nghệ thuật đàm phán 4. Cách làm khách hàng hài lòng © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 5 Cách tạo ra khách hàng © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 6 5 Câu hỏi thiết yếu 1. Sản phẩm của bạn là gì? 2. Giá trị tăng thêm mang lại? 3. Tốt hơn cái hiện tại KH đang có? 4. Mục tiêu bạn muốn đạt được? 5. Độ khó, thời gian để thành công? © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 7 Buyer’s Steps B U Y E R S E L L E R Initiate Educate Validate Justify Close Initial Interest Education Transfer Ownership Rationalize Decide © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 8 Esteem Esteem Self Actualization Self Actualization Safety Safety Physiological Physiological Belongingness Belongingness Social/ Social/ Needs Before Wants Maslow’s Hierarchy of Needs (Source: Hoffman et al 2003, Marketing: Best Practices, 2e, Thomson, South-Western, Ohio, USA ) © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 9 The Marketing Environment Source: Hoffman et al 2003, Marketing: Best Practices, 2e, Thomson, South-Western, Ohio, USA © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 10 5 Bước tạo ra khách hàng 1. Chuẩn bị 2. Mở đầu 3. Trình bày 4. Kết thúc 5. Đánh giá [...]... Đồng phục • Name Card • Brochure • Tờ gấp mô tả sản phẩm • Thẻ khách hàng © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 27 How To Win New Business 1 Strong Self-Belief 2 Certainty in an age of Uncertainty 3 Visual Imagery 4 The Personal Brand 5 Relentless Discipline © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 28 How To Win New Business 6 Emotional connection – family... THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 24 Những câu chuyển ý • Từ X, chúng ta có thể thấy Y © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 25 Sales Tools Kit Advertising Personal Selling Publicity Integrated Marketing Communications Sales Promotion P-O-P Sponsorship © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT Source: Hoffman et al 2003, Marketing: Best... THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 17 10 Lessons 6 Provide the client with three options 7 Back your options up with examples 8 What’s the pain or gain? 9 Provide written details 10 Review, evaluate and follow-up © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 18 Kỹ năng trình bày © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT www.ipm.edu.vn 19 Lý do & . Certificate of Business Management Presented By Lê Châu Tuấn MBA CEO “Former Marketing Director Unilever Vietnam” © THE INTERNATIONAL PRACTICAL BUSINESS MANAGEMENT. your options up with examples 8. What’s the pain or gain? 9. Provide written details 10. Review, evaluate and follow-up © THE INTERNATIONAL PRACTICAL BUSINESS