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Commercial Awareness for PMs

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Carmen-Maria Rosca

on 23 August 2016

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Transcript of Commercial Awareness for PMs

The Customer Oriented Approach
Guess the client!
Client Tiers
Client Sectors
General Presentation
Why the Customer Centric Culture?
Talk about these points from a client-oriented perspective and give examples of clients for which these things are crucial:

Response times (quotes and other enquiries)

Understanding the requirements

Selling the right service

Pricing and Discounting

Short deadlines

Communication
Case Studies
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
Look at these brands and name the client!
Exercise:
... and their yearly spend with us!
Satu's fluffly story
There are 3 types of AMs:

- Artisan
- Samurai
- Emperor


There are 4 strategies at the AM's disposal:

- Invest
- Harvest
- Maintain
- Divest
The #1 Thing that Creates Loyal Customers
The #1 thing that creates loyalty in anybody is the social construct of Reciprocity!
Surprise Reciprocity vs. Trumpeted Reciprocity
BEFORE
AFTER
"Dear Satu,
In this case it is fine for you to use one of the other translators who has worked on our projects as we do need this translation on Friday morning.

Please go ahead with the translation.
Regards,
Lesley "

"Dear Satu,
Thank you very much for delivery of these translations.
If we have any feedback we will let you know.
Best regards,
Lesley "

"Hi Satu,
Please go ahead with this translation.
Best regards,
Lesley "

"Dear Dora,

Just to let you know that we were very happy with these translations.

Best regards,
Lesley"

Hi Satu,
Wow, super service, thank you very much.
We have safely downloaded the file. 
Best regards,
Lesley

Hi Satu,
I know the feeling, it’s Friday the 13th...
Thank you for your support. Speak to you again Monday.
Have a good weekend.
Regards,
Lesley

You’re an angel. Thank you.

Hi Satu,
Thanks for confirmation of the delivery date. Please go ahead.

We wish you a lovely holiday, wherever you may be going.
Regards,
Lesley

Hi Satu,
I know the feeling, it’s Friday the 13th...
Thank you for your support. Speak to you again Monday.

Have a good weekend.
Regards,
Lesley

Adriana's TIPS:
Openness in discussing issues
On-going communication
Re-assurance
Involvement with projects
Proactiveness



As a social construct, reciprocity means that in response to friendly actions, people are frequently much nicer and much more cooperative than predicted by the self-interest model.

Conversely, in response to forceful actions they are frequently much more nasty and un-cooperative.


Remember!
Winning customers over starts with winning their thanks on individual terms.

Although technology allows you to scale the process, the fact is this: people remember acts of kindness more readily when it feels personal.

Full transcript