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GETIT INFOSERVICES (P) LTD.

2010

TRAINING REPORT
AT

GETIT INFOSERVICES (P) LTD., BANGALORE

A project report submitted in partial fulfillment of the requirements for the


award of the degree of

MASTER OF BUSINESS ADMINISTRATION


(INDUTRY INTEGRATED)

TO

MADURAI KAMARAJ UNIVERSITY, MADURAI


BY

Ravi Gupta
Reg.No. A8753425

UNDER THE GUIDENCE OF


Mrs. Manisha Tripathi.
BANGALORE SCHOOL OF BUSINESS
BANGALORE.

JANUARY 2010

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GETIT INFOSERVICES (P) LTD. 2010

CERTIFICATE
This is to certify that the project report at

GETIT INFOSERVICES (P) LTD.

A project report submitted in partial fulfillment of the requirements for the


award of the degree of

MASTER OF BUSINESS ADMINISTRATION


(INDUTRY INTEGRATED)

TO
MADURAI KAMARAJ UNIVERSITY, MADURAI
BY
Is a record of bonafide training-cum-project carried out

Ravi Gupta
Reg.No. A8753425

Under my supervision and guidance and that no part of this report has

been submitted for the award of any other degree/ diploma/ fellowship or

similar titles or prizes.

FACULTY GUIDE

Name: Mrs. MANISHA TRIPATHI

Date: Signature and seal of learning centre

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GETIT INFOSERVICES (P) LTD. 2010

STUDENTS DECLARATION

I hereby declare that the project report conducted at

GETIT INFOSERVICES (P) LTD.

Under the guidance of

Mrs. MANISHA TRIPATHI

Submitted in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

TO
MADURAI KAMARAJ UNIVERSITY, MADURAI
BY

RAVI GUPTA
Reg.No. A875425

Is my original work and the same has not been submitted for the award of

any other Degree/ Diploma/ Fellowship or other similar titles or prizes.

Place: BANGALORE Name: RAVI GUPTA

Date: Reg No: A8753425

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GETIT INFOSERVICES (P) LTD. 2010

ACKNOWLEDGEMENT

I express my sincere thanks to Prof. S.P. Reddy Director, BSB for His Encouragement

and support facilities.

We are grateful to him for his unflinching efforts in facilitating academic excellence. We

Thank him for facilitating holistic development in our endeavors.

I would like to express my deepest gratitude towards my project guide

Mrs. MANISHA TRIPATHI for his invaluable guidance during this project.

I also wish to thank Mr. PURUSHOTHAM (Manager) And Mr. CHANDRA KUMAR

(SALES MANAGER) GETIT INFOSERVICES (P) Ltd. For granting permission and

help in undertaking the training-cum-project. I would also like to thank my job mates

who provided a helping hand in making this project.

Date: RAVI GUPTA

Place: Signature

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GETIT INFOSERVICES (P) LTD. 2010

CONTENTS

SL. NO. TOPIC PAGE NO.

CHAPTER 1: INTRODUCTION
1.1 General Introduction 6
1.2 Industry Profile 11
a. Origin and development of the industry 11
b. Growth and present status of the industry 12
c. Future of the industry 13

CHAPTER 2: PROFILE OF THE ORGANIZATION


2.1 Origin Of The Organization 14
2.2 Growth And Development Of The Organization 18
2.3 Present Status Of The Organization 21
2.4 Functional Departments Of The Organization 27
2.5 Organizational Structure And Organizational Chart 28
2.6 Product And Service Profile Of The Organization 30
2.7 Total product Knowledge 35
2.8 Market Profile Of The Organization 41

CHAPTER 3: DISCUSSIONS ON TRAINING


3.1 Student’s work Profile 50
3.2 Description Of Live Experience 54

CHAPTER 4: STUDY OF SELECTED RESEARCH PROBLEM


4.1 Statement Of Research Problem 64
4.2 Statement Of Research Objectives 67
4.3 Research Design And Methodology 69
4.4 Analysis Of Data 72
4.5 Summary Of Findings 79

CHAPTER 5: SUMMARY AND CONCLUSIONS


5.1 SUMMARY OF LEARNING EXPERIENCE 81
5.2 CONCLUSION AND RECOMMENDATION 90
QUESTIONAIRE 94

97
BIBILIOGRAPHY

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CHAPTER – 1

INTRODUCTION

1.1 GENERAL INTRODUCTION ABOUT THE SECTOR

The term BizList refers to a telephone directory of businesses, categorized according to

the Product or service provided. As the name suggests, such directories were originally

printed on yellow paper, as opposed to white pages for non-commercial listings. The

traditional term BizList is now also applied to Bangalore commercial telephone

directories.

To avoid the increasing cost of yellow paper, the yellow background of the pages is

currently printed on white paper using ink. Yellow paper is no longer used.

The name and concept of "bizlist" came about in 2006, when a printer in Cheyenne,

Wyoming working on a regular telephone directory ran out of white paper and used

yellow paper instead. In 2007 getit info services ltd created the first official bizlist

directory, inventing an industry.

Today, the expression business telecom directories is used globally, in both English-

speaking and non-English speaking countries. In the United States, it refers to the

category, while in some other countries it is a registered name and therefore a proper

noun.

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WHAT IS BIZLIST:

Bizlist are a print directory which provides an alphabetical listing of businesses within a

specific geographical area (e.g., Greater Chicago), which are segregated under

headings for similar types of businesses (e.g., Plumbers). Traditionally these directories

have been published by the local phone company, but due to the highly profitable nature

of the business there are numerous independent directory publishers. Some BZL

publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business

Pages).

Bizlist directories are usually published annually, and distributed for free to all

residences and businesses within a given coverage araea. The majority of listings are

plain and in small black text, usually in the Bell Gothic or Bell Centennil typefaces. The

BZL publishers generate profit by selling advertising space or listings under each

heading. Advertising may be sold by a direct sales force or by approved agencies

(CMR's). Available advertising space varies among publishers and ranges from bold

names up to four color twin page ads ("double trucks"). Advertising rates typically

increase every year regardless of distribution or usage fluctuations.

Business listings used for publication are obtained by several methods. Local phone

companies that publish directories rely on their own customer lists and include business

listings that are provided by phone service providers (CLEC's). Business owners that

utilize phone services other than the local phone company (typically a Bell Company)

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should make certain that their information has been sent to the publisher for printing in

upcoming directories.

Advertising in Biz List directories requires payment in full prior to printing or may be

billed monthly over the life of the contract, which is usually 12 months. Typically, a sales

representative will assist the customer in creating their ad design and provides a Proof

Copy for review and approval. Advertisers should be aware that many contracts have

automatic renewal clauses and require action on the part of the advertiser to end future

billing.

Biz List print usage is reported to be declining with both advertisers and shoppers

increasingly turning to Internet search engines and online directories. According to a

study by Knowledge Networks/SRI, in 2009, print biz List were referenced 13.4 billion

times, while Internet Biz List references increased to 3.8 billion, up from 2006’s 3.3

billion online searches.[5] As a result most Biz List publishers have attempted to create

online versions of their print directories. These online versions are referred to as IBZL or

Internet Biz List. Independent ad agencies or Internet marketing consultants can assist

business owners in determining sound opportunities for BZL advertising and provide

objective information on usage, possession and preferences.

Internet BIZ LIST

Online Bizlist are known as IBZL or Internet BIZ LIST. On a broader scale they are

known as vertical directories. There are consumers oriented and business oriented

varieties. All providers of IBZL offer online advertising. IBZL's have largely formed as a

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result of Biz List publishers needing to replace rapidly declining print revenue by chasing

the migration of shoppers toward web-based information.

IBZL offers listings differently than standard search engines. Where search engines

return results based on relevancy to the true search term, IBZL returns results based on

a geographic area.[6]

Studies by independent companies such as Nielson and comScore have shown that

Internet Biz List have a very slim percentage of total Internet searches. The majority,

over 85% of all Internet searches, occur on the major search engines Google, Yahoo

and MSN.

A newer version of IBZLs is classified as local search directories which provide similar

content with the added ability for customer reviews and comments for a listed business.

The user advantage is that local search is not dominated by high paying corporate

advertising. All services offer paid advertising options which typically offer preferred

placement on search results pages.

Mobile media (local search)

The Bizlist are also available on mobile devices (such as mobile phones and GPS

navigators) with static (embedded) and real-time (online) databases. The usage method

varies (such as SMS, a WAP session, voice, or a dedicated application on the device),

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but usually relies on the input of the search keywords, and a return from the application

with the points of interest.

This kind of Biz List query is more and more being referred to as a local search. Local

searches are a growing area where marketing dollars are being invested due to the

targeted and focused customer base it develops to the Biz List advertisers.

In 2008 a multi-million pound stand alone advertisement was launched by Mother

Agency. The campaign tells the story of the spoilt schoolboy Marcus, played by actor

Max Gill, and his demands of Fresno (Normski) and Carrie (Catherine Bailey), Yell.com

party organizers, which become increasingly bizarre.

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1.2 INDUSTRY PROFILE

a. ORIGIN AND DEVELOPMENT OF THE INDUSTRY

GETIT Info services (P) Ltd., India’s largest publisher of directories and information

products, today released its all new Buying guides for Bangalore for 2010. The two new

directories, B2C for Offices & Homes and B2B for Industries are paginated using a

proprietary new multi-level categorization system which is set to revolutionize the way

products and services are sourced.

The new Buying Guides are paginated by category and are produced in multi colour on

glossy paper and the highest production values. The USP is the categorization. Earlier,

all the Yellow pages were paginated alphabetically by category. Herein, “diamonds”

appeared next to ‘diapers” which appeared next to “diaries”. Thus, there was scope for

improvement in the environment for advertising. With GETIT’s new categorization,

Diamonds appears under the Jewellery section next to Gold, Gems, Semi-precious

jewellery etc. This provides a significantly improved search experience.

In addition, GETIT has further sub-divided these classifications into more specific,

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based on their attributes and application. For example, the previous Biz List had a

classification “Chemicals”. Now, in the Biz List Industrial Guide, under the Chemicals

category, there are five sub-categories and over 50 classifications for instance

Chemicals – Textile, Chemicals – Packaging, Adhesives and so on.

B. GROWTH AND PRESENT STATUS OF THE INDUSTRY

GETIT has based this new classification system on extensive research conducted

amongst its user and advertiser segments. It has been a mammoth task for the

Company to re-categorise over two million records nationally.

Getit provides an excellent local searching platform for businesses and users to meet at

a common junction. An ideal platform for the product & service providers in more than

30 cities in India.

Easy to use functionality, very simple to register and scores of options to advertise. An

advertiser pays only per click that is received on the ad! Pay only when the ad yields

tangible results and also get a performance report card in real time! Any user spends the

minimum amount of time on the search. Sounds good? Well, we are not done as yet.

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Getit is developing continuously, for you. The most updated data. The state-of-art

technology. Where do we get it? From years of experience.

C. FUTURE OF THE INDUSTRY

GETIT is India’s leading Directional Media company, connecting buyers and sellers

through information products and services - including Bizlist, yellow pages, white pages

directories, classified media, tele-information services, online and mobile media.

GETIT Biz List is India's largest circulated Telecom Directory . It is the only member of

Asian Directory Publishers Association Inc. (ADPAI) and the Biz List Integrated Media

Association (BZLIMA), USA from India. Over the decades, GETIT has built a strong

national infrastructure and professional team that delivers high quality of products and

services

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CHAPTER 2

2.1 ORIGIN OF ORGASITION :

Established in 1986, GETIT Infomediary Ltd formerly known as M&N Publications Ltd, is

the largest publisher of official telephone directories (bizlist) & Yellow Pages in India. It

pioneered and popularized the concept of Telecom Directory in the country under the

brand name GETIT Biz List.

ADVERTISING AND THE MEDIA MIX

HOW ADVERTISING WORKS

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The essence of effective advertising is knowing why people buy – or why they select a

particular dealer – and then appealing to those reasons. Probably the best analysis of

buyer motivation is psychologist Abraham Maslow’ Consumer Needs Ladder, which he

developed in the 1950’s.a

Self-actualization
Personal growth and
fulfillment

Esteem needs
achievement, status, responsibility,
reputation

Belongingness and Love needs


Family, affection, relationships, work group, etc.

Safety needs
Protection, security, order, law, limits, stability, etc.

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Biological and Physiological needs


Basic life needs – air, food, drink, shelter, warmth, sex sleep, etc.

FEATURES AND BENEFITS

Automatic Feature: Details and aspects of a product that describe or set it apart from

similar products/characteristics of a product or service.

Benefit: A benefit of a product or service is what the user gets out of it – in other words,

“what’s in it for him or her”.

Examples:

Feature:

 Large Screen

 Transmission

 Cholesterol Free

Benefit:

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 Easy to see

 Ease of Driving

 Better Health

People buy Benefits Not Features

Instant benefit perception doesn’t carry over to Biz List selling. In Biz List selling:

 Business people do not automatically perceive a benefit when you mention a Biz

List feature.

 If you mention a Biz List benefit by itself, they may see it as an empty claim

unless you back it up with one or more related Biz List features.

BASIC ADVERTISING OBJECTIVES

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Some basic advertising objectives that local businesses (large and small) might have –

and relate them to various advertising media:

 Attract Ready Buyers At any given time (DIRECTIONAL)

 Predispose Consumers to a Specific Dealer (INSTITUINAL)

 Influence Consumer Buying Decisions (CREATIVE)

 Promote Short-Term Sales Volume (PROMOTIONAL)

2.2 GROWTH AND DEVELOPMENT OF THE ORGANISITION

Types of Media

MEDIA

• Creative

• Directional

Advertising medium is defined as a means of delivering a business’s advertising

message to its prospective customers. A newspaper is one example of an advertising

medium.

Which of the following are advertising media? (NOTE: Media is the plural of medium)

 Magazines

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 Televisions

 Billboards

 Telecom Directories

 Radio

 Direct Mail

Creative media are used when a seller seeks a buyer:

Newspapers, Television, Direct mail, Radio, Magazines, Outdoor and Internet are all

examples of creative media.

The profiles of these major Media types are as follows:

The creative media does a primary function in the buying process in terms of creating

awareness about eh company’s products and services in the customers mind. However it

does not necessarily indicate from where to buy. And generally used in brand building and

creating a top of the mind recall.

Thus, you can conclude that:

 Creative advertising is planned to reach most potential customers at the precise

moment they are ready to buy.

 Creative advertising reaches potential customers at random moments.

Directional media are used when a buyer seeks a sellers;

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The BizList are an entirely different kind of advertising medium. Basically, almost everyone

who uses the BizList already wants to buy, or at least wants more information about a

product or service – and is in the process of picking a dealer to buy from, or to call for more

information.

Thus, BizList are not intended to create a desire to by (although they can push some not-

quite-decided buyers off the fence).

Also, the BizList medium itself is something that people keep and always have in a handy

place. As a result:

 BizList advertising is always available at the exact moment potential customers are

ready to buy.

 BizList advertising reaches potential customers at random moments.

Think about your own exposure to advertising media. (WRITE YOUR ESTIMATES FOR

EACH OF THE FOLOWING ON A SHEET OF PAPER)

• How long do you keep your newspaper?

• How long do you keep direct mail?

• How long do you remember a radio ad?

In summary, BizList are a directive advertising medium that’s always available to buyers

when they’re ready to take action. Specifically, BizList can direct ready buyers to

specific sellers who have what they want.

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Moreover, BizList complement advertising in creative media.

2.3 PRESENT STATUS OF THE ORGANISATION

Yellow pages

Complement Other Media

• No timing or Frequency Problems

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• Always Available to Satisfy a Need.

ADVERTISING BENEFITS

• Multiple Access – Related Headings

• Provide Buying Information

• Attract Attention – Differentiate

• Tie-In with National Brands – TM’s

• Develop/Maintain an Image

• Tell Why Buyers Should Buy From You

• Protect Investment in Other Media

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BIZLIST

 Advertising Cycle

GETIT Biz LIST completes


The advertising centre
t
Televisio
n Radi
o

AD TH
V E Newspap
SE ER
R TI er
CREATIVE
ADVERTISING
Stimulates customer
interest Magazin
es

Direct
The Mailer

Buye
r

Directional
Advertising –
directs you where to
buy

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5 Basic Requirements for an Effective Advertising Medium

Reach: Means how many people will get the message. It could also mean

how many people can see, read or listen to the message.

Usage: Means how people would respond and interact with the medium

and acknowledge the same.

Permanence: (Frequency) means the duration for which the audience is exposed

to the advertisement.

Economy: Is often measured by the investment made in terms of reaching a

set of 1000 audience.

Customer follow-up: It the most vital requirement of advertising as this is what gets the

real results, the returns on investments.

The GETIT Bizlist meets all five.

Reach: The Getit Bizlist reaches nearly every home and business in your

market.

Usage: 7 out of 10 adults & approx 45 times per year consult

The Getit Bizlist.

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Permanence: The Getit Bizlist reaches customers24 hours a

day and 365 days a year

Economy: The Getit Bizlist is economical when compared to other media of

advertising.

Follow up action: 8 out of 10 references to the Getit Bizlist are

followed by an action – a phone, a visit or through mail.

3P’s From a sellers point of view they advertise for three reasons:

Profit: TO enhance business opportunity through higher number of lead generated.

Prestige: To create and maintain the brand image.

Protection: To create and maintain a top of the mind awareness and keep

competition at bay.

.TYPES OF USER

The users of Bizlist are divided about 40%-60% between those who have a dealer name

in mind when they open the directory, and those who don’t. Some useful classifications

have been developed for each of these broad groups – which we will in identify as the

RASPF group and the NEDICT group or the known and Unknown Market.

The KNOWN Market represents only a source of potential new customers for a given

business. Every business has its present customers, but will experience an erosion of

customers, and must be able to identify and reach the two sources of market potential,

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the only two places a business can turn to replace lost customers and gain new

customers.

The UNKNOWN Market of the two potential markets, the Known Market and The

Unknown Market, the most appealing market is Unknown Market. The buyers are the

unknown to the advertiser and the advertisers are unknown to the buyers. Businessmen

are constantly trying to reach this immeasurable unknown through personal contact,

advertising programs and any other visible images of the firm. They want to beat

competition to this market but are content just a fair share.

KNOWN UNKNOWN

Recommended Newcomers

Advertising emergency Buyers

Salesperson Solicited Dissatisfied Customers from competition

Passerby Infrequent Buyers

Former Customer Transients

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FACTORS THAT INFLUENCE RESULTS

• Reliability

• Authorized Sales and Services.

• Safety and Security

• Completeness of Details

• Illustrations

• Location

• Specializations

Summary of a small business’ most common direct operating costs:

DIRECT COSTS DIRECT COSTS

SERVICE BUSINESS PRODUCT DEALER

• Labor Costs Costs of Goods Sold

• costs of Materials Sales Commissions

• Equipment Operation

• Sales Commissions

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2.4 FUNCTION OF DEPARTMENT

TIPS ON HOW TO CONCLUDE THE SALES SUCCESSFULLY

1. Assume that the customer will buy. In other words expect to make the sale. Most

sales depend on this assurance in your attitude.

2. Build the d\sales on a series of minor agreements. Make it easier for the customer

to say “Yes: rather than “No”. In closing avoid phrases or statements that will

receive negative response.

3. Don’t get off the subject while closing. Many a sale has been lost because the

customer cooled off when the salesperson got off the subject.

4. Use statements that will induce action such as: let’s set it up this way.

5. “He who hesitates is lost” Never hesitate when closing or the customer will lose his

confidence in you.

6. Backup your proposal with good reasons for buying. Refer to the customer’s

needs and how your recommendations will satisfy those needs. Keep returning to

the points that most interest the customer.

7. Avoid “If” Test the customers readiness to close “by” and “when” rather than “if”

8. Prove that it’s better to buy than not to buy by summarizing the advantages and

the disadvantages. To clinch the sale, bring n selling points such as usage

surveys, testimonial letters, and experience stories.

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9. Be alert for closing signal, such as statements and questions by the customers.,

10. In closing make certain they everything you say is clearly understood. Customers

hesitate to buy if confused, or not clear.

11. Don’t over talk: It is almost as easy to talk to yourself out of a sale, as it is to talk

yourself into a sale. Silence is necessary in some closing situations to enable the

customer to arrive at a favorable buying decision.

12. Regard a “no” as a request for more information rather than as a turndown on your

proposal.

13. In almost any selling endeavor, price enters as the biggest objection. Prove that

the price is right and you will close many more sales.

14. Be persistent in a tactful way. One successful telephone saleswoman credits

almost 25% of her sales to make one more attempt to close just before ending the

contract.

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2.6 PRODUCT AND SERVICES OF ORGASATION

Attributes of an effective product story:

 Personalized to Advertiser

 Relatively Brief

 Content Related to Needs.

“Getit Bizlist” refers to the ways a business owner can utilize directory advertising to

meet or help meet specific business needs and increase his overall profit. In offering

solutions, neither ad size nor cost is mentioned.

The following are the main areas in which you can suggest Bizlist solution to advertisers

or prospects:

 Ad Copy

 Ad Headline

 Related Headings

 Enhancement Ideas.

Finally, the product story/solutions process is summarized by the diagram below:

1. 2. 3.

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TRANSITION TELL YOUR TRANSITION


FROM FACT- DIRECTORY INTO Bizlist
FINDING PRODUCT SOLUTIONS
STORY

6 . 5. 4. .

APPLICABLE
SOLUTIONS
RECOMMEDN SUMMARIZE
SPECIFI SOLUTION IT Ad Copy
PROGRAM AGREEMENTS IT Headline
IT Headings
IT Markets

Transition from Fact-Finding to the Product Story

So far, you’ve told me a great deal about how your business operates. Now, let me tell

you a little about how our business might help- Okay? (The advertiser answers in the

affirmative.)

Here are the general areas we recommend you cover in your product story with every

advertiser:

 Your company’s mission statement

 Latest stats that prove your book’s usage

 Reference value of the book

 Popular and/or new features

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 High quality of the advertising in the book.

Bizlist Solutions

Transition: The next question is, how do we get from the product story to the solutions

phase of the call.

YOU: … and shortly, I’ll prove that you in hard numbers … right now do you have any

questions about our directory?

ADV: Not right now.

YOU: Fine – then the next item on our agenda is to look at some ideas on how you can

get a bigger piece of that 40 crores rupee a year furniture market that’s right here in

Bangalore – All right?

Here again are the specific types of Bizlist solutions that can be presented (where

applicable) to an advertiser or prospective advertiser:

 Ad Copy

 Ad Headline

 Related Headings

 Other Market Areas

Transition from Product Story and getting agreement in principle on copy as a solution to

the customer’s business needs

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YOU: …and the next item on our agenda is to review some ideas on how you can get a

bigger piece of that 40 crores rupee market. Are you ready for that?

ADV: Go ahead?

YOU: Okay – First, let’s look back at the customer buying information we discussed

earlier – on this survey sheet for furniture’s, please look it over and see if these points

tell the best and most complete story about your business.

What happens if the advertiser looks at the Ad Analysis sheet and says: “I don’t need to

say all these things.”

In that case, your first reaction should be to find out what specific copy points the

promise on some of them, zeroing in on the most important to prove their value.

You’ll suggest an ad copy solution on virtually every call – so you should get very

familiar with it. Also, on most calls, you’ll propose a solution regarding the ad headline or

other emphasis in the ad.

Getting agreement on a targeted headline as s solution

Usually, once specific copy points are at least tentatively agreed to, an advertiser is

likely to go along with reasonable suggestions to emphasize some copy points over

others, based on priorities.

Where you might get resistance is offering a solution that changes the headline in order

to target the advertiser’s most important market segment – especially if the current

headline is the advertiser’ name, and it shouldn’t be.

The hard part is getting the name out- but a statistic that can help you do it is the

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NEDICT/RASPF 60% - 40% split, which we reviewed in an earlier module. Which of the

following statements is/are true?

o A.NEDICT buyers checking the heading will be attracted by the advertiser’s name.

o B.NEDICT buyers are 60% of yellow pages users, so the advertiser’s name will

fail to attract 60% of his market.

o C. since RASPF buyers have a dealer name in mind when they check the

directory, then the advertiser’s name will attract 40% of his potential market.

o D. The only RASPF buyers who are attracted by a headline with the advertiser’s

name are those who had his name in mid when they checked the heading-maybe

2% or so.

A big advertiser fear of targeted headlines is that the market segment or niche being

targeted is to narrow, and he’d lose business from the general market.

The fact is, most every small business that becomes successful starts out by zeroing in

on a relatively narrow market niche. For most small businesses, it’s a matter of not going

toe-to-toe with big competitors and trying to appeal to all market segments – but

concentrating instead on just one or two segments that they are especially good at

satisfying.

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TOTAL PRODUCT KNOWLEDGE

GETIT Bizlist™ is India's First Multi-Telecom, Multi-Color Commercial Telephone

Directory. As you know, in India, only BSNL used to publish their telephone directories

in the past. This again was not a regular practice and the directory carried only BSNL

numbers and distributed only to BSNL customers.

With the arrival of new telecom service providers like Airtel, Reliance, Tata, Idea &

Vodafone, there is no directory available in the market from them today. So the

demand from the market was so high to bring out a unified business directory with the

business listings from all telecom service providers to cater to the needs of a customer,

who is looking for a business by name.

Businessmen will agree that most of their business happens from regular customers

and from customers who know them already. All the advertising and promotions that

they have done in the past is to make more people aware of their company, products

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and services. But, when the customers really want to contact the advertiser, in most

probability do not have the contact information of the advertiser handy (In fact, 90% of

the calls received at our call center seek for the contact details of known businesses).

Here is where, GETIT Bizlist™ comes to their rescue, catering to the customer needs.

In a nutshell, an advertisement in BizList:

1) Protects established/existing customers


2) Support repeated business
3) Encourage referral customers
4) Brings in new customers from known market
5) Compliments all other advertising

Currently, GETIT Bizlist™ is getting published in 11 Cities viz; Bangalore, Chennai,

Coimbatore, Ernakulam, Mangalore, Mysore, Thrissur, Madurai, Erode, Trichy

, Pondicherry & Salem.

GETIT Bizlist™ has the following options for listing & advertising:

1. Alphabetical listings
2. Company Name & Multi-Colour logo
3. Contact Person's Names, Designations & Telephone Number
4. E-mail Ids & Website addresses
5. Additional Information (Year of Establishment, Authorized Dealerships, Product &
Service details, Business Hours, List of Branches, Other USPs, etc;)

2. Bottom Strip advertisements in alpha listed pages


3. Strip advertisements in Public Utility Pages
4. Multi-Colour - Full page, half page, quarter page advertisements
5. Prime positions (Cover Pages)

These advertising options, will not only help the advertiser in enhancing his Company's

visibility & promoting his corporate image, but also gives an easy access for his

Customers to reach him, from all the possible doorways.

Salient features of GETIT Bizlist™:

• Print Quality : Multi Color Directory with super gloss paper that gives better look &

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with international standards.

• Circulation : Directories & CDs will be circulated free of cost. With a systematic &

targeted reach plan, GETIT Bizlist™ will reach those sections of the market, where the

buying power is very high.

• Distribution : Directories & CDs will be distributed free of cost to all Shops, Show-

rooms, Offices, Business houses, Industrial areas, Institutions, Hospitals and selected

residential areas in the city and near-by areas. Directories will also be available at all

the Hotels, Associations, Airports, Trade fairs and Exhibitions.

• Shelf Life : Your contact information in GETIT Bizlist™ work for you all year long

–365 days - 24 hours. This means, no hassles of repeat insertions or new creative ideas

needed unlike the other media.

• Economical : Compared to any other form of advertising, GETIT Bizlist™ is very cost

effective – considering its relevance, usage and reach for the whole year.

• Usage : To promote the usage of GETIT Bizlist™ amongst potential customers,

aggressive promotion campaigns will be conducted through Newspapers, TV Channels,

Hoardings, FM Radios, Direct Mailers, Wall Paintings etc. resulting in more usage of

GETIT Bizlist™ and thereby more calls & business growth for you.

In addition, an advertiser in GETIT Bizlist™, will get free exposure in:

GETIT Now !!!, our 24-hour tele-information service on 44 44 44 44

GETIT Bizlist™ website www.bizlist.co.in (In the website, there is provision for the

advertiser to seek for changes in the business information listed. Even after the

publication of the directory, the changes can be made effectively in the website)

GETIT Bizlist™CD ROMS

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GETIT Bizlist™ e-publications

All of this means, lakhs of potential customers, who are known to the advertiser, can

now reach them from anywhere, anytime through a medium of their choice.

Getting agreement on related headings as a solution

A related heading solution can be a tough sell. Typically, an advertiser clings to the

thought of implementing your copy and headline solutions without spending an extra

time. But even though you don’t mention ad size or money, you related headings

solution quickly translates to more outlay.

Picturing the buyer can be helpful here, as can cost of lost opportunity. Here’s an

example with a furniture store.

YOU: One of your priorities here is Lighting Fixture. So we ought to think about

attracting the buyers who want lighting fixtures and go right to the lighting fixtures

heading. You sould have some representation there, don’t you think?

ADV: I don’t think so. I am not there now, and I still sell a lot of lamps and lights.

YOU: I can appreciate that. Bit Lighting Fixtures is a heavily used heading in our book –

and very time a buyer goes to that heading, you don’t get a crack on him or her – right?

ADV: Well, you can’t sell to everybody.

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YOU: Look at it this way. What’s your gross profit on an average lighting fixture sale?

ADV: Probable about 2400 or 2800 rupees. Why?

YOU: Because that’s how much you lose every time a buyer goes directly to the lighting

fixtures heading. If you lose 2 or 3 customers a month, that’s over 5000 rupees and the

sales from that heading might be bigger instead of just impulse buys.

Getting agreement on related directories as a solution

Again the skills of picturing the buyer and cost of lost opportunity can help convince an

advertiser that he/she needs to be in one or more adjacent directories.

YOU: Take another look at the map. You expressed some interest in getting business

over in Mysore, but to do that, you need some representation in that directory – right?

ADV: No, because I am already in the local newspaper very week and they get that over

there. I also get a few locals form local newspaper out there.

YOU: They are probably not emergencies. Let’s look at it like this – if somebody wants

to purchase furniture’s for conference, and probably they don’t know who is dealing in

rentals of conference furniture’s’ and no having local newspaper handy – so they check

the Yellow Pages. You said you want emergency customers.

ADV: Yes, but I have to think about my costs.

YOU: What’s an average emergency customer worth in profit?

ADV: Maybe 3000rupees.

YOU: Then think of it this way. Every time somebody wants tot by conference furniture’s

and goes tot eh yellow pages from furniture’s and if you are not represent n Mysore

directory, you lose a chance of that 3000 rupees. If that happens three times a month,

that’s 9000 rupees in profit. Do you understand what I mean?

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Getting agreement on enhancements as a solution

The last type of Yellow pages solution we are concerned with is an enhancement

solution – for example, a Website to complement a display ad, or the user of color to

add emphasis to certain copy points in an ad or a knockout to attract more attention to

an ad.

If you have any though or plan of recommending an enhancement to an advertiser, it’s a

good idea to emphasize the enhancement in your product story – to test the waters and

make sure the advertiser isn’t negative about that particular feature or about

enhancements in general.

Basically, advertiser tends to be more receptive to enhancements whine they are related

to needs established during fact-finding.

YOU: One more point, here are some facts on color advertisements which I mentioned

few minutes age. See -0 for example, A Lawyer got 60% more calls with the color ad

and here a Doctor who had 70% more calls. It’s a way to make sure your ad gets read

when you aren’t on page one of that heading. How do you feel that would work for you?

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ADV: It looks good-but it would depend on the cost. How much is it?

By saying “it looks good”, the advertiser is really agreeing in principle that it would be

good for his or her business. And then came the question “ How much is it”? – Which is

also good evidence of interest?

2.7 MARKET PROFILE OF THE ORGASATION

MARKET SEGMENTS

TARGET MARKETS

Market segment

- A Group of people with similar reason to Buy.

- TARGET MARKET

The Most Important Market Segment.

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- HEADLINES

“Shout” at Target Market (s)

- COPY POINTS

Talk to Market Segments

AD ANALYSIS SHEETS

Ad Analysis sheet surveys what successful advertisers nationwide in the same

business are now saying in their yellow pages ads and is a tool that will help you

discover a business owner’s key marketing needs – and it will also help you develop

winning ad copy , and even headlines

BASIC ELEMENTS OF AN EFFECTIVE YELLOW PAGES AD

 Products and/or services

 Brand Names (if applicable)

 Confidence (reliability) Factors

 Convenience Factors

 Special Services (differentiators).

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SALES TOOLS

AD ANALYSIS AS A SALES TOOL

The Ad Analysis sheets are very versatile sales tools. For example, they can be used

effectively in each sales step:

 Call Opening: The AA sheet can be referred to generally as a valuable survey in

the account’s business – and a good reasons to be cooperative.

 Fact –Finding: The AA sheet can be vehicle or platform for 90% of all the fact

finding you need to do –including financial data for ROI.

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 YP Solution: The AA Sheet can be used as a tangible vehicle for getting the

dealer’s commitment in principle to tell his or her complete story and emphasize

top business priorities.

 Closing Process: Besides its earlier use to help develop ROI data, the AA sheet

can be used later, if necessary to re-sell copy and ad emphasis.

PICTURING THE BUYER

TECHINQUES FOR SELLING AD COPY

This common-sense technique has been used effectively for years in Bizlist sales. All it

means is reminding a business owner or manager – in story form – of what a ready

buyer is likely to think or do when using the Bizlist. In fact, we have pictured the buyer

several times in this module. For example: “Many people who need furnace work would

look under the Heating Contractors heading, and not under Plumbing Contractors – and

right now, you miss all the potential customer who do that.”

To be good at picturing the buyer, you need to practice it – e.g., in situations that involve

copy, headlines or ad emphasis, color or graphics, and related headings.

THE LM BERRY STUDY

The LM Berry study is based on contacts with a valid sampling of over 1200 directory

users – and the major conclusions are these:

 85% LOOK FOR AND READ LARGER ADS

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 61% ASSUME A PRODUCT IS NOT SOLD IF IT’S NOT IN THE AD

 71% ASSUME A SERVICE IS NOT OFFERED IF IT’S NOT IN THE AD

 IF IT’S NOT IN THE AD, 74% WON’T CALL TO INQUIRE ABOUTL IT.

The last three conclusions are the most important – and they all say basically the same

thing – the less you tell (in an ad); the less you sell.

For the conclusions regarding products and services, it’s probably close enough to say

that 2 out of 3 people would assume a dealer didn’t carry a product or service if.

it isn’t mentioned in the ad

But the bottom line figure in the LM Berry Study is that nearly 75% or 3 out of 4 users

won’t bother to inquire if a product or service is not mentioned in the ad – even though

some may feel the advertiser probably does offer it.

COST OF LOST OPPORTUNITY

VALUE OF COPY POINTS

- They Talk to Groups Of People

WHEN A KEY COPY POINT IS OMITTED

- That Group of People is Lost

- That Profit is Lost

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STEPS TO THE SALE

1 2 3

Fact-
Call Product
Finding-
Story and
Opening business
Solutions
Needs

6 5 4
. . .
Show YP
Recommen
Close and High
d BZL
Wrap-up ROI/Low
Program
Risk

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Call Openings

The call opening typically sets the tone for the entire sales call – and it should determine

how cooperative the advertiser is apt to be. Therefore, call openings should be:

 Planned in advance

 Personalized for each advertiser

 Focused on a promise of specific benefits.

Effective call openings may include an offer or promise of:

 A nationwide Survey on what furniture dealers say in their BZl ads – as a copy

“menu” or guide he can use in all his advertising.

 An ad analysis of his current ad based on the nationwide survey so he can see

how it compares in key copy categories.

 The value of local furniture dealers market, and/or other local market information

that will help in his overall marketing plan.

 A realistic way for him to measure his advertising results – from both BIZLIST and

his other media

 A demonstration that your directory is a sound business investment with a solid

return – and that the risk with your book is minimal.

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 A target marketing strategy that will reflect his business priorities and attract more

of the kinds of furniture customers he wants.

 A strategy on how BIZLIST can provide a cash flow base.

ELEMENTS OF AN EFFECTIVE CALL OPENING

The following outlines the elements of an effective call opening:

Elements of Call Opening

 Introducing Yourself

 Purpose of Call or Visit

 Judge Advertiser Attitude

 Opening Statement, with:

1. Concept of Agenda

2. Promise of Benefits

3. Personalization

4. Question “Breaks”

 Getting a “Green Light”

 Transition to Fact Finding.

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1. 2. 3.
INTRODUCTION & OPENING STATE GREEN LIGHT
PURPOSE JUDGE MENT WITH ITS AND TRANSITION
ATTITUDE SUB-ELEMENTS INTO FACT-
INDING

DEAL WITH
1A.
ADVERTISER
NEGATIVES

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CHAPTER 3

DISCUSSIONS ON TRAINING

3.1 STUDENT WORK PROFILE ( ROLE AND REASPONSIBILITY)

1. Understanding and setting up a training program and a train the trainer program for

the Voice services.

2. Working closely with vendor training organizations to train the first set of agents

directly and then monitor subsequent batches and ongoing training.

3.Ability to look at operational matrices, isolate specific training needs and help vendors

to develop packages that address these needs.

4. Manage the relationships with vendor training organizations.

5. Help in motivating and developing a high performing team.

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6. Ensure conformance by vendors to training calendars and schedules.

7. Conduct regular audits on vendor trainers’ performance and capability and take

necessary proactive steps to remedy any shortcomings.

8. Share the common goals of proactively reducing costs while improving delivery

quality and mould training programs to deliver these.

9. Though the position is based in Delhi, the person will have to travel extensively.

Desired Candidate Profile

10.MBA would be preferred.

11. 8-15 years’ experience with 5 years in a National training role with a call centre.

12. Thorough understanding of the specific training needs of the call centre industry both

inbound and outbound.

13. Demonstrated ability and Maturity to handle big groups in classrooms.

14. Should have run train the trainer programs

15. Ability to work closely with operations teams lead by examples.

16 . Should be a Team player who can work towards a shared vision.

17. Self starter with high levels of energy and conflict resolution skills

18. Good people skills

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19.Should have a Positive attitude and an ability to motivate

3.2 DESCRIPTION OF LIVE EXPERIENCE

Good Morning Sir/Madam, My name is Ravi Gupta and I am from GETIT Info services

Ltd. Thank you for giving me an appointment. I am here today to review your advertising

program for the forthcoming issue of the GETIT BIZLIST of Bangalore. I would also like

to show you an interesting survey of what other successful advertisers (their heading)

say in their BIZLIST advertisements. Is that Okay?

Example of Opening statement:

 Concept of Agenda

 Promise of Benefits

 Personalization

 Question “Breaks”

Before we get into reviewing of AA sheet, what we will be discussing today is the

Survey sheet and how your ad compares. Then I would also like to discuss some

exciting thanks we are doing at Getit for next year like multi colored Telecom

Directories, Categorization etc. Next, I would like to tell you how you can capture the

bigger piece of your furniture market here in Bangalore and finally show you that any

investment you make with us can get you a solid return – at little or no risk.

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Cold Calling Tips

Does the thought of cold calling makes your stomach drop to your toes? These cold

calling tips won’t eliminate your fear, but they will help you make cold calling a more

successful experience.

1. Focus on the goal when cold calling

Beginners tend to think that cold calling is about making the sale. It’s not. It’s about

getting the chance to make the sale. Specifically. The purpose of a cold call is to set an

appointment to make the pitch.

2. Research your markets and prospects

You need to target your cold calling to the right. Audience. Yes market research to focus

on your target market. Then find out as much as you possibly can about eh company or

individual you’re going to cold call n advance. This gives you the huge advantage of

being able to talk about their business and their needs when you call them.

3. Prepare an opening statement for your cold call.

This lets you organize your thoughts before cold calling, and helps you avoid common

mistakes n the cold call opening that would give the person you’re calling the chance to

terminate the conversation. For instance, you should never ask, “is this a good time to

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talk:? Or “How are you today?” don’t read your opening statement into the phone, but

use it as a framework to get the conversation off to a good start.

4. What should be in the opening statement of your cold call?

“Include a greeting and an introduction, a reference point (something about the

prospect), the benefits of your product or service, and a transition to a question or

dialogue. For example, ‘Good afternoon, Mr. reddy. This is Ravi with GETIT Info

services. I read in the local paper that you recently opened a new showroom. At Outer

Ring Road. We are pioneers in BIZLIST Industry and have a wide variety of products

and services that allow you to tap a greater share of the new market. I’d like to ask a few

questions to determine whether one of our programs might meet your needs.”

5. Prepare a script for the rest of your cold call.

Lay out the benefits of your product or service and the reasons your prospect should

buy. Write out possible objections and your answer to them. Without a script, it’s too

easy to leave something out or meander. Once again, it’s not that you’ll be reading your

script word for when you call, but that you’ve prepared the framework of the cold call in

advance.

6. Ask for an appointment at a specific time when cold calling.

Say, “Would Wednesday at 11a.m be a good time to meet?” instead of saying “Can I

meet with you to discuss this next week?”

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7. Remember that gatekeepers are your allies not your foes.

Be pleasant to whoever picks up the phone or is guarding the inner sanctum when cold

calling. Develop strategies to get the gatekeeper on your side. Sometimes asking, “I

wonder if you could help me?” will help you get the information you need, such as the

name of the right person to talk to or when the best time to contact the prospect is.

Learning the names of gatekeepers and being friendly when cold calling helps, too.

Smooth the way for you cold call by sending prospects a small,

uniquepromotion

This helps break the ice and makes your business stand out from the crowd. Pat

Cavanaugh, sales guru of Inc.com), says, “It’s amazing. A $2.15 crazy little item we’ve

sent out has helped us get Fortune 500 accounts. When we call, they say, “Oh yeah…

you were the one that sent me that…”

8. Do your cold calling early in the morning, if possible.

That’s the best time to reach the decision maker directly, and for most people, the time

that they’re most energized.

9. Be persistent when cold calling.

“Eighty percent of new sales are made after the fifth contact, yet the majority of sales

people give up after the second call”

And above call, practice, practice, practice. While cold calling may never be much fun

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for you, you can get better at it, and the more you practice cold calling, the more

effective a sales tactic it will be. So get you script and your all list together and reach for

the phone. The people who want to do business with you are out there – but you have to

let them know about you first.

THINGS HAVE TO BE KEEP IN MIND ON THE WORK (TALKING WITH

CUSTOMER)

TELESALES TIPS YOU CAN USE RIGHT NOW TO GET MORE BUSINESS

AND AVOID REJECTION

1. Prepare questions for your telesales call using your call objective. Ask yourself,

“How can I persuade them to take this action as a result of asking questions, as

opposed to talking?” Remember, people believe more of their ideas than yours.

BEFORE REACHING THE DECISION MAKER

2. Treat the screener as you would the customer—this person determines whether

or not you’ll even have a chance to speak with the buyer.

3. Gather as much information as you can from whomever you are able, prior to

speaking with your prospect; busy decision makers get bored when they have to

answer your basic qualifying questions: Use the “Help: technique: “I hope you can

help me. So I’m better prepared when I speak with Ms. Bindya, there’s probably

some information you could provide me…”

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4. Before cold calls, think of a good reason for needing to speak with the decision

maker, and be prepared to sell this to the screener. What they’re thinking about

you:

“Does this person have anything of interest or of value for the boss?”

INTEREST – CREATING OPENING STATEMENTS

5. The objective of your telemarketing opening is to pique curiosity and interest so

that they will willingly and enthusiastically move to the questioning. You must

answer, “What’s in it for me?” for the listener, or they will immediately begin the

getting-rid-of-you process.

EFFECTIVE QUESTIONING

6. Don’t use a “benefit list” to present from. Instead, use it to create questions to

determine if those “benefits” truly are of value to your prospects and customers.

Some “benefits” could actually be liabilities.

7. Avoid asking go-nowhere questions like, “Is everything going OK?”, “What are

your needs?”, “Are you having any problems now?”, “How’s service?” and, “what

are you looking for in a vendor?” These all force the person to think too much.

Instead, get them emotionally involved in seeing and feeling the pain or problem

that can be solved with your product/service-especially problems you know

they’re likely experiencing. For example, “What do you do in situations when you

need parts shipped overnight, but are unable to get them?”

8. Ask one question at a time. That’s how many they’ll answer at a time.

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9. After asking, be quiet. Resist the urge to jump in if they don’t answer immediately.

Don’t be intimidated by silence. They’re likely thinking about what they’re going to

say.

10. After they’ve finished, count to two (silently, of course). This ensures they’re

done, plus they might continue with even better information.

SALES RECOMMENDATIONS

11. You should only talk about your product/service after knowing specifically how it

will solve the problem, meet their need, etc. then you can tailor your remarks

specifically and personally for the listener.

12. Get feedback during your discussion of benefits: “Do you feel that would work for

you?”. “How do you feel that would solve your problem?” Some trainers might tell

you that gives the prospect an opportunity to tell you “no.” Precisely. And that’s

good. Because if there’s a problem, and they don’t see enough value in what

you’ve presented, now is the time to find out.

GETTING COMMITMENT (Closing)

13. Ask large. Think big. Buyers will often move down from a large recommendation,

but they rarely move up from a small one. Those who ask the biggest have the

largest average order size. Never suggest more than is in the best interest of the

customer, but not making a large enough suggestion when appropriate is actually

hurting the customer.

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14. In you’re going to schedule a follow up call, get a commitment of some type. Why

would you call back otherwise. If they won’t commit to doing anything—reviewing

your literature and preparing question, surveing their existing inventory, etc.-they

likely have no interest.

ADDRESSING RESISTANCE (Objection)

15. Objections can be avoided by doing everything else correctly up to this point in

the call. When they do occur, resist the tendency to attack in defense. You must

back up and revisit the questioning stage of the call. The voiced objection is

simply a symptom of the real problem. Start by saying, “Let’s talk about that.”

16. Most price objections start in the mind of the salesperson. Many sales reps aren’t

100% sold on the value of their product, therefore they’re apt to offer price

concessions even when the prospect doesn’t flat-out ask, or they present price

with a shaky tone of voice. Ask the right questions, present the results of what

your product/service can do, and state the price boldly.

Time Management

Time management process

1. Set you own priorities

1. Personal

2. Professional

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2. Determine your goals for each priority

3. Plan the steps for goal attainment

4. Allocate time appropriately for each step

5. Use time management tool/techniques

Step 1: Set priorities

Are you unsure what is important to you? Think about what you would do if you only had

one more year to live.

• You can’t do everything:

• Think about what you would like to accomplish

• Think about what regrets you might have for not accomplishing something.

Step 2: Set goals for each priority

You can’t do everything:

• Think about what you would like to accomplish

• Think about what regrets you might have for not accomplishing something

Personal priority: spend more time with family

o Goal: Spend additional ½ hour with family at dinner

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o Goal: Spend one hour every morning for exercise

Personal priority: achieve promotion

• Goal: Learn to use MS Project Management software

• Goal: Take on course each semester toward certificate in Construction

Management

Step 3: Plan for goal attainment

Obstacles to planning work

Unfortunately we often encounter a number of obstacles in planning our work:

• Others’ plans and priorities

• Lack of solid planning skills

• Time required for good planning

• Pressure of other work

• Absences of examples, if the project is new

• Time wasters such as procrastination

• Interruptions

Poor planning consequences

Despite obstacles we should make planning a priority to avoid:

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• Decreased productivity

• Dissatisfaction among coworkers

• Misunderstandings and confusion

• Pressure from others

• Poor work quality, accidents, and errors

• Wasted time/resources

Planning, the starting point

• For all major tasks you should consider:

• Why is the job necessary? What’s its purpose?

• What goals do you want to achieve?

• When is the best time of day or schedule to do it?

• Where is the best location to do it?

• Who would produce best results? Is training needed?

• How should it be done (traditional/innovative)?

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Step 4: Plan to allocate time

• Visualize the end result: your goal

• Estimate the time required

• Break the whole into pieces

• Develop a schedule

• Check you progress against your time estimate

• Refine the schedule if needed

• Anticipate/allow for possible problems

Step 5: Time management tools and techniques

• Use “to do” lists for planning

• Create a time diary to track where your time actually goes

• Become aware of your external and internal timewasters and avoid

them

• Pulverize paperwork

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CHAPTER - 4

4.1 STUDY OF SELECTED RESEARCH PROBLEM

Fact – Finding to Establish Needs

Fact-finding is the process of uncovering client needs, opportunities or problems, which

can be solved by as a representative of your company.

Educating the customer to needs that exist in his business is one of the more important

steps of the sales interview. If a customer agrees that these needs exist, then it remains

for us to show how our BIZLIST recommendations would satisfy those needs.

FIVE MAIN AREAS OF FACT-FINDING

Let’s look at some key fact-finding objective. Here are five major areas in which t seek or

verify detailed information on an advertiser’s operation.

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 What He/She Offers – Tangible and Intangible

 His/Her Marketing and/or Profit Priorities

 His/Her Market Area or Potential Market Area

 Other Media Used for promoting the business

 ROI facts and other financial information

First is what advertiser offers – both tangible and intangible.

Tangible offering include (1) products and product features or brands; (2) services that

are observable like carpet cleaning and (3) items like written guarantees and brochures.

Intangibles include many confidence or reliability factors, several convenience factors,

and some special extras.

Examples of Tangible and intangible are:

 Tangible: Modular kitchens, Kitchen Remodeling etc.

 Intangible: years in business, Credit card accepted etc.

Let’s talk about an advertiser’s marketing and/or profit priorities. Most businesses have

priorities relating to one or both of the following.

 The products/services they’d most like to sell

 The customer’s groups they’d most like to sell to

Examples of Marketing/Profit priorities:

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 A product or service with a high profit margin

 A product or service with high volume potential

Examples for high priority customer groups:

 Market location: for example, section of town.

 Economic Level - high end, low end, middle, etc.

 Age levels – teens, senior citizens, etc.

 Situation or interest that fits an advertiser’s specialty – e.g., homeowner sports-

minded, etc.

Another key fact- finding category is the advertiser’s market area. In general, there are

two aspects two market area:

 Areas-the advertiser is doing is business now

 Areas-the advertiser would like to do business in.

The fourth major fact-finding area is other ways in which an advertiser promotes his or

her business – in other words, any other advertising or marketing media the advertiser

uses besides Yellow pages.

The fifth and last major fact-finding areas ROI facts and other financial

information.

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In the course of gathering product and servicer information, you should also ask for

certain financial data – mainly ROI facts that you can user later in the sales call to

demonstrate a realistic return on the investment you’ll be asking the advertiser to make

in your directory.

Examples of ROI factors:

 Gross profit on an average sale

 Number of calls to make one average sale

 The advertisers ROI objective

4.2 STATEMENT OF RESEARCH OBJECTIVE

SPECIFIC FACT – FINDING SKILLS

KEY FACT FINDING SKILLS

 User of Ad Analysis Sheets

 Target Marketing

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 Developing ROI information

 Use of the LM Berry study

 Picturing the Buyer

 Cost of Lost Opportunity

 Using Market Area Maps

 Discussing Other Media.

Using THE AA SHEET

1. 2. 3.

Explain the Position it as Describe the

Sheet to the as a Benefit to Work you did

Customer the Customer on the sheet

5. 4.

Support Copy Cover the Sheet category By Category-

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Value When Asking the Advertiser to Mark

Necessary Off Anything Else That is

Important to His. Her Business

4.3 RESEARCH DESIGN AND METHODOLOGY

Fact Finding priorities

Steps to the Call

1. 2. 3.

Introduction Purpose of Call Probing Priorities

Benefit Statement Products/services

Target market

5. 4. ROI Data

Fulfill Benefit Set The Brand Names

Promise Appointment Reliability Factors

Convenience Factors

6. Special Services

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Close Other Advertising

Market Area

SUPPORTING THE VALUE OF COPY – PICTUIHG THE BUYER

Picturing the buyer is describing in story form how a potential buyer of the advertiser’s

products or services might user the directory. For example:

ADV: Everybody knows an automobile dealers deal with spares parts and accessories

also. Why do I need to say all that?

YOU: Think about somebody who is looking to buy a new 2wheeler and he would also be

interested in buying accessories for his new bike. He picks up the BIZLIST, finds

automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say

Spare Parts but the others do? Who he’s going to call?

Picturing buyers can be even more effective when used with the Berry Study or Cost Of

The Lost Opportunity. For Example

ADV: Everybody knows that an automobile dealers deal with spare parts and

accessories. Why do I need to say all that?

You: Well for one thing, A recent market study shows that 2 out of 3 people who use the

Yellow Pages say that if the service they want isn’t in your ad, they assume you don’t

offer it. And 3 out of 4 said that if it isn’t in the ad, they wouldn’t call to inquire. That’s one

of the reason to list most of the spare part and accessories you deal with – Isn’t it?

ADV: I don’t know these studies all seem to come out of your way.

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YOU: Think about somebody who is looking to buy a new 2 wheeler and he would also

be interested in buying accessories for his new bike. He picks up the BZILIST, finds

automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say

Spare Parts but the others do? Who he’s going to call?

Fact-Finding with respect to any other media serves the purpose to get an idea of the

strengths and weaknesses of his or her other advertising and properly to get an idea of

the strengths and weaknesses of his or her o0ther advertising and properly position

BIZLIST in the total program. Sometimes a by-product of fact-finding in this area is the

freeing up of more BIZLIST money by indentifying waste in the account’s other

advertising.

One you know that an account does other advertising besides BIZLIST, you can ask

these questions, among others:

 What media do you advertise in?

 How frequently do you advertise?

 What do you say in your advertising?

 What do you want the advertising to accomplish?

 What is your Return on Investment?

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4.4 ANALYSIS OF DATA

The close

What is Close?

The close is a attempt to obtain the customer’s agreement to your advertising

recommendation in GETIT.

Why do you close?

You close to:

• Determine if the customer agree with you recommendation.

• Obtain the customer’s written authorization allowing you to proceed with the

implementation of the recommended program.

• Indentify the genuine reason (s) for not buying (objections)

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When do you close?

• When you want to obtain a customer reaction: A customer who does not give

any indication of whether he agree or disagree with your recommendation may be

preoccupied by an undisclosed objection. A “trial close” will demand his

participation and either reveal the objection or obtain agreement on the

recommendation.

• After a Buying Signal: A customer may indicate, verbally or non-verbally,

consciously or unconsciously, that he is ready to buy. Such indications are called

buying signals. Whenever you get a buying signal, you have the opportunity to

close.

Buying Signals

Can occur at any time during the interview but are frequent:

• When Proving the Value of the Medium.

• When proving the value of the Recommendation.

• After overcoming an objection.

A. Verbal Buying Signals

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A customer may consciously or unconsciously say something indication that he is ready

to buy. Or he may ask you to repeat something you’ve already made clear – just to

reassure him.

Example:

Can you place the ad in the upper right hand corner?

OR

Can I have my company name in red?

OR

What if I decide to make copy changes later?

OR

What if I move after the book comes out?

B. Non-Verbal Buying signals

You can also detect buying signals from your customer’s physical responses to benefits

presented or to your recommendation.

Examples:

Customer changes some copy in the ad / or identifies some more info in the AA sheet

OR

Customer reaches into his file and begins examining his telephone statement.

OR

Customer nods in acknowledgement of your response to his objections.

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Closing with the ROI Process

To forecast a likely and reasonable return on a BIZLIST investment, there are three

questions that we need to ask the advertiser. They are:

 Gross profit on an average sale.

 Rate at which inquires are converted to sales.

 The advertiser’s ROI objective.

Another important figure for ROI purposes that should come from the advertiser is

conversion rate or hit rate. For example:

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 On average, how many phone inquires does it take for you to make one average

sale?

 On average, what percentage of phone inquiries do you turn into sales?

LEADING INTO THE ROI PRESENTATAION

Once you develop gross profit and hit rate figures during fact-finding, there’s nothing

more to do with ROI until after you recommend a specific BIZLIST program to the

advertiser – because you can’t project a return on investment until a specific amount of

investment has been introduced.

The ROI process really starts once the advertiser reacts to you recommendation of a

specific ad program. To make sure you get a reaction, these are some of the

appropriate ways to finish up a BIZLIST recommendation like:

 “How does that sound?”

 “Pause until the advertiser reacts”

 “What do you think”?

Getting the advertiser’s first reaction to a recommendation is important for at least two

reasons:

 Now that money has been mentioned, it gives the advertiser an opportunity to

reveal his or her true attitude on (or perception of BIZLIST) value.

 It dictates the kind of lead-in to ROI you need.

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The three basic advertiser reactions are positive, negative, and neutral or noncommittal.

Let’s take positive first.

Besides being a key factor in closing BZL sales, ROI is also a factor in future renewals-

because it forestalls unrealistic expectations from an ad program. That’s why you should

do an ROI estimate for advertisers who are positive.

For example, a 200% ROI on a carpet cleaner’s BIZLIST program would be a good

return – but unless it is quantified in this way for the advertiser, he or she could end up

dissatisfied. In other words, if an advertiser buys on the basis of vague claims like “this

program is really going to make you phone ring”, the number of calls that would produce

a 200% or 300% return may actually be disappointing – and the advertiser may not even

realize how will the program was actually working.

How would you create reasonable ad performance expectations for an advertiser who is

positive? The way to do it is this:

 Get the signature as soon as the advertiser is ready to give it – and complete all

the necessary paper work.

 Then, say something like “By the way, let me leave you with a reliable way to

measure the results. How much of a return do you expect to get form you

BIZLIST advertising”? And then take the advertiser through the process.

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THE ROI CLOSING PROCESS

Return on Investment is more than a strong proof of value – it’s both the beginning and

the cornerstone of an effective BIZLIST closing process. Here’s a chart of the entire

process, starting with the lead-in:

1. 2. 3.
LEAD-IN ASK FOR WALK ADV
BASED ON ADV’S ROI THROUGH
ADV OBJECTIVE ROI
REACTION WORKSHE
ET

4.B 4.A 4.
SHOWKEYE USER ASK FOR
D AD REPEAT ADVERTISE
RESULTS BUY R
OR LOOK FACTOR IF REACTION
-UPS APPLICABL
Neg Neg Neg

Pos

4c. 5.

MEASURE CLOSE
THE RISK

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It’s important to not that if you can’t close (step5) because you got a negative reaction

from step 4, you would go next to step 4A. The, if you get a positive response at 4A,

close on it (step5) – you don’t need to go to steps4B and 4C. In other words, be ready to

close by asking for a commitment at any pint you get a positive response or buying

signal.

A buying signal is a statement or question that suggests the advertiser has made up his

or her mind to buy doesn’t want to say so directly. In other words, the advertiser is

talking as if he or she has already bought.

4.5 SUMMARY OF FINDING

SUMMARIZING AND MAKING A RECOMMEDNDATION

Dialog for summarizing and making a Recommendation

YOU: Okay – Here’s where we are. Basically, we agree that what’s on this sheet tells

your best and complete story – and gives buyers a slot more reasons to call you than

they had before also. We agree that a headline like “Conference Furniture’s” is more on

target with you top priority – right”?

ADV: Yes.

YOU: And because you want to increase you Conference furniture’s business as much

as possible, you need some representation under that heading too – so you will get calls

from people who are looking for conference furniture instead of “Furniture’s” … finally,

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because you also want to emphasize your rentals of conference furniture, we felt that a

multi color ad would attract more people who need that kind of furniture… are you with

me on that?

ADV: Ok

YOU: Based on these factors, here’s what I recommend: A 4UD under “Furniture

Rentals” with “Conference Furniture’s as a headline and “Furniture’s in red to attract

your target market. I also recommend a TQC ad under “Conference Furniture’s” to tap

into many potential customers who look there first … How does that sound?

ADV: What’s the cost?

YOU: The two ads as a total package are Rs. 58,590/-… What do you think?

In the example, the actual recommendation started with the phrase BASED ON THESE

FACTORS. Here are some other useful phrases for starting a recommendation:

o Based on these conclusions….

o Based on these discussions….

o Based on these areas of agreement….

BASED ON WHAT YOU TOLD ME, I RECOMMEND

It is important to point out hat when you make a recommendation, make it as a single

package with one price. Don’t try to sell the components piecemeal. Experience show

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that piecemeal selling is not only more difficult (you need several closes), but the

likelihood of selling all the

Components Is much less than if you offer a package.

CHAPTER 5

SUMMARY AND CONCLUSIONS

5.1SUMMARY OF LEARNING EXPEREINCE

BUSINESS IS TERRIBLE

• If I understand you correctly Mr. Customer, you saying that you’ve experiencing

a loss of market are, and not experiencing the king of results that you’d hoped to be

gaining this year, is that correct? We know from our studies that during the time of

tough recession, businesses that increase or maintain their advertising realize more

profits than those businesses decreasing or cancelling their advertising. What this

means is when times are tough, that’s when you’re getting the best return for your

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advertising rupee. Don’t even consider BIZLIST advertising as a solution to

reducing…. BIZLIST advertising is a solution, bringing profit to your business.

• What we need to look at is being more competitive, more aggressive and looking

for a larger piece of that market. This way can offset tougher times and more

selective shoppers by having dynamic presence in the BIZLIST.

• What percent of your customers have you lost?

• Are your competitors experiencing the same thing?

• What changes have you made in your business to meet this crisis?

• Prove the value of BIZLIST.

• At present you’re not dominating any advertising medium, are you? I’m going to

recommend that you dominate the BIZLIST. Instead of trying to reach to customers

with a scattergun approach, you can dominate the headings that pertain to you.

That’s where your present and potential customers look when they’re ready to buy.

• Just because times are bad, it’s not the time to cut down your advertising. As a

matter of fact (refer to economic recession visual page) out studies show that when

times are bad, you need to get a bigger piece of the pie. People are still going to use

the BIZLIST when they are ready to buy.

VISUAL AIDS THAT COULD BE USED

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• Recessionary sales indicator

• Customer cycle

• Productive & Unproductive expenses

VISUAL AIDS THAT COULD BE USED

• Survey results – BZL /tele prov./Bsnl

• 5 Basic requirements of an effective advertising medium

NO ONE EVER LOOKS FOR ME IN THE BIZLIST

• If they were to look for you in the BIZLIST and you weren’t there how would you

know they were looking for you?

• Have you customers told you that?

• Why wouldn’t they look for you? Why is your business different?

• Why do you say that?

• Do you ask your customers where they found your telephone number?

• How do you advertise at present?

• Do you use the yellow pages? When you call someone do you tell him you’re

looking at his ad in the BIZLIST? Of course not!

• When they look under your heading we need to make it easy for potential

customers to do business with you. I’m going to recommend….

VISUAL AIDS THAT COULD BE USED

• Directional Medium

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• Advertise where your potential customer will look – (PMC)

• How does your ad look/which firm would you call- (RMC)

ALL BUSINESS COMES FROM WORD OF MOUTH

• That’s fantastic Mr Customer what that tells me that you have earned a very

strong reputation. Word of mouth is what builds your reputation; but it’s advertising

that build your business. Word of mouth is your known market, the customer that you

know. The market that most business are interested in pursuing is the unknown

market these people are not part of your market share yet, but you want them to be.

• Refer to visual “look how your customer move. There are so many people moving

in and out of your area. People moving out, and changing locations. Word of mouth

is really important, so let’s augment that with a really solid program.

COMPANY’S BUSINESS IS AFFECTED BY THE RECESSION

• What we need to look at is being more competitive, more assertive and looking

for a larger piece of the market, because in an economic slow down there will always

be organization who will find it very difficult to sustain it’s self and these

organizations. Customers will look for others to cater to their needs.

• Are other people in your industry experiencing the same?

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• What steps are taking to handle this current crisis, have you been through similar

problems in the past, how did you tackle it them?

• Explain that the competition isn’t quitting, explain that people will still spend

money to make purchases and if your client does not make them aware that he is

selling something, they will spend their money elsewhere.

• Marketing is essential to survival and growth. With very exceptions, people won’t

know you’re there if you don’t get the word out.

• Advertising in tough times enables you hold on to your old customers. Many

enterprises survive on repeat and referral business. Old customers are the key to

both. When old customers don’t hear from you or about you they tend to forget about

you.

• Marketing gives you an advantage over your competitors who have ceased

advertising.

• Prove the value of the BIZLIST describing the benefits of GETIT.

• Since the BIZLIST is also used by comparison shopper by not being in the book

you will not have an opportunity to compete for that consumers rupee.

• Check to see whether he agrees to this point of view.

VISUAL AIDS THAT COULD BE USED

• Recessionary sales and indicator

• Customer cycle

• Productive & Unproductive expenses

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VISUAL AIDS THAT COULD BE USED

• Directional medium

• Make BIZLIST talk

• Survey results

I DEAL WITH ONLY A FEW SELECT FIRMS/ I HAVE FIXED REGULAR

CUSTOMERS

• Businessmen need not depend only on the same fixed customers and for that

reason they constantly try and develop new prospects in the pipeline.

• A wider choice of customers can lead to larger profits by selectively choosing the

most valuable customers.

• BIZLIST is like business insurance – it helps protect the market share that you

would lose, by replacing new customers for the ones that drop our.

• With your name better known to a wider area and greater market, you will gain

new clients and realize a better bottom line figure. I’m suggesting a multi book

program to enhance your image, to protect you from outside competition, and to

increase your profits. Let me show you what can be done.

I HAVE MORE BUSINESS THAN I CAN HANDLE/ I HAVE LIMITED CAPACITY

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• Even if your capacity is limited, one can raise finances to increase it, provided

that you have a steady stream of customers who constantly increase their demand.

This is where the BIZLIST is going to help you, by directing a constant flow of

customers to you.

• Over a period of time we know that you’re going to lose a certain percentage of

customers. Your BIZLIST advertising is like business insurance – it protects your

share of the market.

• Time is money. I know from talking to other business people who have all

different types of customers. They have the very best customers, and the ones’ that

are time wasters. Especially when you’re a small business, you have to be much

more careful how you guard your time and money.

VISUAL AIDS THAT COULD BE USED

• Too much business

• Advertising should be stopped

VISUAL AIDS THAT COULD BE USED

• Unknown market

• Customer cycle

CIRCULATION IS VERY LOW

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• BIZLIST is designed to specifically target your segmented market only; it does not

look at circulating your information to people who will never have any requirement of

your product. Unlike other media, where the distribution is done for all classes of

people, from industrialists to barbers, irrespective of whether they are genuine

buyers, the BIZLIST focuses only on distribution to your core and potential market

and hence avoid unnecessary prints and consequently, a waste of your money.

• The distribution primarily looks at quality over quantity. To understand this better,

let me explain to you our product concept and the distribution strategy.

WE SUPPLY ONLY TO GOVERNMENT DEPARTMENTS

• IS it that you don’t want to supply to others or you haven’t supplied to others till

now? If you get an order with attractive terms that would lead to higher profile for

you, wouldn’t you want to pursue it??

• It is a known fact that all purchase by govt. department have to be made either on

tender basis or by inviting at least 3 quotations. Therefore, it is imperative for you to

be present in the Bizlist so that the purchase managers/ material department

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managers can get a constant exposure to your firm and its product and keep

themselves updated about you.

• Other sales’ governments are also potential buyers. Hoe do you reach to them?

• What if they reduce their requirements? Wouldn’t you prefer to have a backup to

counter that possibility?

WE CATER TO THE EXPORT MARKET ONLY

• We are the one of the largest business database portal in India. The moment you

register with us,

• We provide you with a host of services that not only help you expose your

business activities locally but also internationally.

• Where can your importers locate you expect your own city?? When you look for

Italian marble, you look at importing it from Italy, right?? Similarly, when an importer

is looking for your kind of product, the first that he would search for you is your own

city. It is for that reason that you should also have a presence in your local market.

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Communication

5.2 CONCLUSION AND RECOMMENDATION

COMMUNICATION SKILLS

Verbal: The message that we deliver

Vocal: The voice that we convey

Visual: Our body language

Causes of Communication Difficulties:

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• Lack of information and knowledge

• Not explaining priorities or goal properly

• Not listening

• Not understanding fully and fail to ask questions

• Mind made up, preconceived ideas

• Not understanding others’ needs

• Not thinking clearly, jumping to conclusions

• Bad mood

• Failure to explore alternatives

7 Positive Principles for Cooperative Communication

1. Soften the ‘you’s or change the into “I” avoid sounding pushy

• Instead of: ‘You’ll have to…’, say ‘Could you…’ Or ‘Would you be able to…’

2. Focus on the solution, not the problem

• Instead of ‘We’re out of mild..’, say ‘I will pop down the shop for some milk’.

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3. Turn can’t into cans

• Instead of ‘We can’t do that until next week’, say ‘We’ll be able to do that next

week’.

4. Take responsibility – don’t lay blame

• Instead if ‘It’s not my fault’, say ‘Here’s what can do to fox that’.

5. Say what do you want, not what you don’t want

• Instead of ‘don’t; drive too fast’, say ‘Drive carefully’

6. Focus on the future, not the past

• Instead of “I’ ve told you before not to… …, say ‘From now on … …”

7. Share information rather than argue or accuse

• Instead of ‘No, you’re wrong’, say ‘I see it like this…’

Manage your body language

• Sit or stand at right angles and on the same level, and respect people’s

personal space zones

• Use open gestures and body language

• Center your attention exclusively on the other person

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• Lean slightly forward to show interest; a bit further forward to apply pressure,

slightly back to reduce pressure

• Maintain appropriate eye contact while listening to encourage the speaker;

increase eye contact to apply pressure; reduce it to lower pressure

• Respond appropriately by basing your responses on what the other person has

just said

• Be relaxed and balanced to make relaxed and open communication easier

Gather Good Information with your EARs

• E – explore by asking questions

• A – affirm to show you’re listening

• R – reflect your understanding

• S – silence, listen some more

To listen more effectively…..

Attend physically – the right body language helps us to focus on the speaker and

encourages the speaker to give us more information.

Attend mentally – follow the speaker’s flow of though, listen to understand, not evaluate;

listen first, then assess

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Check it verbally – paraphrase, clarify, probe further, summarize your understanding

QUESTIONAIRE

1. IS CUSTOMER SERVICES SEEMS POSITIVE FORCE IN GETIT

INFOSERVICES?

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A. ALWAYS ( ) B.MOST OF THE TIMES( )

B. SOMETIMES( ) D. NEVER ( )

2. HOW IS THE CUSTOMER SERVICES IN GETIT INFOSERVICES?

A. SUPERIOR ( ) B. GOOD( )

C. FAIR ( ) D. POOR ( )

3. HOW ARE THE FRONT LINE SERVICES?

A. EXCELLENT ( ) B. SATISFACTORY ( )

C.FAIR ( )

4. ARE YOUR QUERIES AND COMPLAINTS ATTENDED PROMPTLY?

A. ALWAYS ( ) B. MOST OF THE TIMES( )

B. SOMETIMES ( ) D. NEVER ( )

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5. ARE THE GETIT SERVICES EMPLOYEES ABLE TO SOLVES YOURS

INSTANTLY?

A. ALWAYS ( ) B. MOST OF THE TIMES ( )

C. SOMESTIMES ( ) D. NEVER ( )

6. HOW ARE THE FACILITIES PROVIDED BY GETIT INFOSERVICE?

A. EXCELLENT ( ) B. GOOD ( )

C. FAIR ( ) D. POOR. ( )

7. WHAT IS YOUR EXPERIENCE ON POST SALES SERVICE?

A. EXCELLENT ( ) B. GOOD ( )

C. FAIR ( ) D. POOR. ( )

8. HAVE THE SERICES PROVIDERS KEPT OF TO YOUR EXPECTATION?

A. YES ( ) B. NO ( )

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9. DO THE SERVICES PROVIDERS UNDERSTAND THE NEEDS OF THE

CUSTOMER ?

A. ALWAYS ( ) B. MOST OF THE TIME ( )

C. MOST OF THE TIME ( ) D. NEVER ( )

10. WHICH OF THE FOLLOWING DO YOU THINK ARE GOOD TELECOM SERVICE

PROVIDERS?

A. BSNL ( ) B. VODAPHONE. ( )

C. AIRTEL ( ) D. RELIANCE ( )

E. TATA ( ) F. OTHER ( )

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BIBLIOGRAPHY

TEXT BOOKS

1. DIRCTORY OF BIZLIST

2. KOTLER PHILIP 2003

3. KOTHARI C.R 2004

PERIODICAL

 TRAINING KIT OF GETIT INFOSERVICES (P) LTD.

WEBSITES

www.google.com

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GETIT INFOSERVICES (P) LTD. 2010

www.getitinfoservices(p)ltd.com

www.bizlist.co.in

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