AULA 03 HD 720p

Product Positioning and Sales Packaging

Introduction to Product Positioning

• The discussion begins with an overview of the product positioning stage in sales, emphasizing its importance.

• A long pause is made to introduce the third pillar of the course: sales packaging, which is crucial for understanding product positioning.

Understanding Sales Packaging

• Sales packaging is categorized as item three within the second pillar, which focuses on the commercial process. This indicates a structured approach to sales strategy.

• The speaker clarifies that sales packaging fits into product positioning within the broader commercial process framework, highlighting its relevance.

Importance of Customer Diagnosis

• The first step discussed is diagnosis, which involves deeply understanding customer desires rather than superficial needs. This sets a foundation for effective sales strategies.

• It’s noted that customers may not always express their deeper needs directly; thus, careful listening and respect for their communication preferences are essential during this phase.

Aligning Expectations

• The diagnostic phase also serves as an alignment of expectations between what customers want and what can be offered by the service provider. This includes confirming availability and flexibility regarding scheduling swimming lessons for children.

• An example illustrates how miscommunication about available times can lead to frustration for both parents and children if expectations are not properly aligned from the start.

Deepening Customer Understanding

• The speaker emphasizes that understanding customer needs goes beyond just identifying surface-level requests; it requires probing deeper into their motivations and concerns (e.g., a child's fear of water).

• By actively listening during diagnosis, one can better align offerings with customer desires—balancing individual lessons against collective activities based on parental feedback about children's socialization needs.

Understanding Client Needs in Swimming Lessons

Addressing Fear and Resistance

• Mateus has a significant fear of water, which may lead to resistance against swimming lessons. The focus should be on gradually addressing his shyness as noted by the teacher's recommendation for swimming as an extracurricular activity.

Importance of Listening to Clients

• The discussion emphasizes that understanding client needs is crucial before discussing products or services. It’s essential to diagnose the client's requirements accurately to position the product effectively. This ensures that the service meets their specific needs.

Client Attention and External Distractions

• The mother of Mateus is preoccupied with various external factors such as the pool environment and changing rooms, which can distract her from focusing on her child's needs during consultations. Recognizing this distraction is vital for effective communication.

Active Listening vs. Passive Hearing

• There is a clear distinction between listening attentively and merely hearing what someone says without engagement. Salespeople must actively listen to clients' concerns rather than responding based on preconceived scripts or internal processes, which can lead to miscommunication.

Consequences of Poor Listening

• An example illustrates poor listening: when a mother expresses concern about her child's shyness, but the salesperson immediately shifts focus to showing an individual lesson without addressing her actual need for socialization support, demonstrating a disconnect in communication.

Effective Communication Strategies

Tailoring Responses Based on Client Needs

• It's critical for sales representatives to tailor their responses based on what clients express rather than following a rigid sales script; this approach fosters better understanding and connection with clients’ true needs.

Personalization in Sales Approach

• Sales strategies should be personalized according to each business's methodology and client journey, ensuring that explanations are relevant and resonate with potential customers' experiences and expectations during consultations.

Key Components of Sales Packaging

• Leaders in sales should ensure that their sales packaging includes at least two key components related to their methodology—such as teaching different swimming strokes—and how they monitor child development throughout lessons, enhancing clarity for parents about what they can expect from the program.

Clarity Over Technicality

• When explaining methodologies or processes involved in swimming lessons, it’s important not just to focus on technical details but also on communicating benefits clearly so that parents understand how these will positively impact their children’s learning experience.

This structured approach helps ensure that both client concerns are addressed effectively while also providing clarity around service offerings within swimming education contexts.

Product Positioning and Customer Expectations

Importance of Product Positioning

• The goal during the product positioning phase is not to detail daily operations but to align customer expectations regarding the service.

• It's crucial to understand the customer's desires and whether the service can meet those needs, especially when specific requirements arise (e.g., a child needing assistance in changing rooms).

Aligning Expectations

• If a parent indicates their child requires help in the changing room, this expectation must be addressed immediately; otherwise, it could lead to misalignment later.

• Customers often struggle to translate operational details into perceived benefits; thus, focusing on benefits rather than processes is essential.

Benefits Over Processes

• Explaining how evaluations occur every three months may confuse customers who are more interested in understanding the benefits of such assessments for their children.

• A comparison is made with professional education: explaining each course's content isn't as effective as highlighting the overall benefit of completing a degree.

Clarity in Communication

• During enrollment discussions, it's ineffective to delve into detailed curricula; instead, focus should remain on what parents will gain from enrolling their child.

• Over-explaining can distract customers from key points; they may lose interest if too much information is presented at once.

Experience vs. Explanation

• Selling should not involve detailing experiences that customers will have later; doing so risks spoiling their anticipation and engagement.

• The speaker emphasizes that experiences should be lived rather than explained beforehand to maintain excitement and interest.

Organizing Information for Sales Success

• Effective sales communication requires organizing information clearly so that customers leave with a solid understanding of what they will receive.

• Misalignment often occurs when excessive information overwhelms customers, leading them to feel confused about services offered.

Clear Service Delivery Expectations

• It’s vital for clients to have clarity on what services entail; this clarity helps prevent misunderstandings about service delivery.

• Sales processes should include clear pillars or topics summarizing key points without overwhelming potential clients with unnecessary details.

Focus on Client Gains

• The emphasis during sales conversations should be on what clients stand to gain rather than an exhaustive explanation of methodologies or processes involved.

Understanding Client Expectations and Delivery

Importance of Clear Communication with Clients

• The client needs clarity on what they will receive, rather than how the service will be delivered. This emphasizes the importance of focusing on outcomes over processes.

• Initial discussions with clients should include clear objectives and delivery expectations to ensure they understand their expected results.

Managing Timeframes and Individuality in Service Delivery

• While it's challenging to guarantee specific results within a set timeframe due to individual differences, it is essential for professionals to provide average timelines based on their methodology.

• As a business manager, you can communicate average progress timelines (e.g., 6 months to a year), which helps align client expectations without making absolute promises.

Methodology as a Basis for Client Assurance

• Specific criteria from your methodology can define expected outcomes over time, allowing for more precise communication about potential results without guaranteeing them.

• By using established metrics from your methodology, you can provide clients with realistic expectations regarding their child's progress in learning activities like swimming.

Building Credibility Through Data

• Providing data that supports your claims enhances credibility and allows sales teams to convey accurate information during the sales process.

• Emphasizing two key pillars—your technical methodology and customer experience—can strengthen trust in your service offerings.

Next Steps in Sales Strategy Development

• Future discussions will focus on refining sales packaging strategies by leveraging both the technical aspects of your methodology and enhancing customer experiences.