WELCOME TO THE
MARKETING ORIENTATION
ON MUSHROOM
National Mushroom Development & Extension Center,
Sobahan bag, Savar, Dhaka.
OBJECTIVES OF
MARKETIN ORIENTATION CLASS
TO GIVE GUIDELINE ON HOW TO START
BUSINESS BY APPLYING THE RIGHT
MARKETING CONCEPT, BY USING
MUSHROOM AS IT’S MAIN PRODUCT.
How is our Life ?
Health ?
Wealth ?
Security ?
All in trouble today…?!…..
Mushroom = What ?
HEALTH
+
MONEY
Mushroom Save Life = Health Product
Mushroom Bring Fortune Chinese Believe
China = Billion Dollar Turnover
Korea = Billion Dollar Turnover
Thailand = Billion Dollar Turnover
Japan = Billion Dollar Turnover
Vietnam = Billion Dollar Turnover
Sales Knowledge
Big opportunities Of Mushroom Business
•Income opportunity – Additional & Residual
•Health, Wealth & Happiness
•No stress;
No Risk
•Better life & Social work, Popularity,
Self Satisfaction
•Not high Investment
•Independent Business
But huge support structure
•Simple Skills & Knowledge required
(Concept of Marketing)
•
What is Marketing:
•
Negotiation + Dealing Exchange + Two Parties +
Products/Service + Time Frame
•
1.
Marketing System of consumer products:
Traditional Concept :
2.
Direct Selling Concept :
Company sell Product directly to the consumer through their
own distributors, Or by Marketing People.
is a system where
% Ws
Mnf
30 P
% Db
%
Rt.
Dist.Channel 70 Tk
Cms
Adv.
Traditional Marketing
100 P
Own D/b
Products
Production capacity
High Investment Capital
Product positioning
Product pricing
Distributional channel
Transportation system
Commission plan
Promotion (Advertising )
Market Competitor /High risk
Market Research
No Channel
Cms
Mnf
Direct Marketing
70 Tk.
Save
Products
Own Distributional channel
Mouth to Mouth Advertising
Promotion Health campaign
Low risk
Distribution channel
Mushroom grower – wholesaler/ distributor shop – Retailer shop - consumers
Fixing the price or commission for the distributional channel
Advertising promotion media
Pamphlets/Leaflet
Traditional Concept
Dish Channel / Media
+
Direct Selling Concept
Mouth Advertising
/family /society
.
Name Card
Product Diversified Use
Share Benefits of the Products
Pregnant
Child
Sharing your
Knowledge
Mushroom for the Entire
Family
For ALL Age Groups : Healthy as well as Unhealthy
Teen-age
Family-man
Seniors
Business Sense
Why Mushroom Business ?
A Small Scale Business – Vs – Large Scale Business
(Basis : Monthly 25000 Annual net income. 3.0 Lacs ;
Small Business
Lrg. Business
Investment Shade +
Spawn 1000
25,000
15,00,000
Workload / day
1~2 hrs=3
8~16 hrs
Loss Risk
5%
50%
Health Risk
10%
50%
Stress
5%
50%
25000
Not limit
High Risk
Income monthly
Production Capacity
• Build up on your demand and supply
• Create demand on basis of your production
• Never create demand if supply is not enough.
Product Positioning
• Product Packaging
• Product Pricing
• Product Quality
Distributional Channel
• Whole Seller Appointment
• Flow chart system
• Product availability
Commission Plan
• Whole Seller % percentage
• Distributors %
• Retailers %
Competitor Analysis
• Competitor is a friend not enemy
• Study on his strategy
Marketing Research
• Always find good alternatives.
• Find the problem and make solution
• Feed back analysis system
Selling is a art and Profession…
• “ Profession is a occupation where
Systematic Application of Knowledge, Skills
in order to achieve a specific Purpose of the
Client”
For Success in Mushroom business essential
ingredients are
KNOWLEDGE OF PRODUCTS
SKILL
SYSTEM
APPLICATION/ ACTION
PRODUCTS/PEOPLE/PLACE/PROMOTION
Do not take Mushroom Marketing is not
just a pass time activity !
Effectiveness
Approach
Friends
Relatives
Institutions
Employment
Neighbours
Family NW
Strangers
Build Personal Faith
Impersonal ( Objective)
Impersonal ( Objective)
Impersonal ( Objective)
Comparison ( Relativity)
Common Excitement
Concern : Helpfulness
Thought, Expression & Behaviour
Should reflect the above approach
Skill
Time Management for NW
Make Daily sales Habit – its your Business !
Fix Time Frame & Work
Write down daily activities & analyze
Identify the available time
List your Clients activities :: Prioritize
Plan , Delegate and Monitor
Cut the wastage of time in your activitiesphone, entertainments, shopping,socializing…
Avoid procrastination
Do not search for excuses and justification
Find some time for Self & Family
Buyer’s Behaviour
Knowledge
Attitude
!?
Knowledge
Experience
Environment
Consumer Background
•
•
•
•
•
•
The ……
Level of Health Education is low
Health & Disease are too private
Preventive for the disease
Med. Treatments cost is high .
Benefit of the Mushroom.
Who is the Target ?
Whom you can sale ?
FRIENDS
:
Income Group :
Need-wise
:
Demography :
Involvement
:
Priority F N S,,
Sick person is
Resourceful : keep 70%
Middle & Upper middle class
Security & Social
Basic Minimum Education
Urban & Semi Urban places
Total Family participation
List the people and contact systematically
with time management
5 C’s to Progress
Concentrate
Communicate
Convince
Effort
is
the
Key
Consume
Commit
The greatest thing is not where you stand,
but which DIRECTION you move !
Trainings & Meetings
Team Building Strategy
•
•
•
•
•
•
•
Structuring who can be prospect
Activating the person
Educating the person
Training
Motivating
Monitoring
Continuous correction of course
Team Building
Process
List & Contact 100
Meet 50
Interested 25
Consumer 15
work 10
No Resp.
Rej. 25
Pendg 50
FU: 3 days
Start & Develop
“ Both”
15 X 5 = 75 kg for the month
75kg X 80 tk = 6000
15 X 5 = 75 kg for the month
Same way the 10 people
Will sale
Now you can think
how much
your income
Skill
Meetings – How to Speak ?
ACTION …
Introduction of Topic and Subject
Capture the Audience Attention
Delivery of Lecture Go prepared with Q & A
Close with enthusiasm and motivation
USEFUL TIPS…..Stick to Time Frame , Core subject
Use Eye contact & Body Language
Modulate your Voice suitably
Use Jokes, and stories
Hold on to Dignity, Grace and Trust
It is the Practice which makes it Perfect !
Goal Setting
Never shoot without a TARGET !
Specific
Skill
Measurable
SMART
NOT SMART
Attainable
Realistic
Time Bound
Analyse
Understand
Utilize
YOUR STRENGTH
OPPORTUNITIES
Effective Communication
( For Private meetings )
Skill
What to Say ?
When to Say ?
How to Say ?
Depends on your Personal Equation &
their Background !
How to do ?
Mushroom -Talk
CONSUMER
Compassionate
Personal Faith
Health Benefits
Testimonials
Credibility
Personalized Service
BUSINESS BLDR.
Co’s Background
Market Potential
Bus. Opportunity
Team supports
Your Experience
PROFESSIONAL
Scientific, Logical, Reliable info. References & Testimonials.
Professional support. Credibility of the Co. & Mktg. System.
Don’t force. Don’t act smart. Be sincere and confident.
Chronology of Action
Dream
Goal
Plan
Action
Results
•Burning Desire is the seed for SUCCESS.
•If the seed is right, so is the fruit.
•Goal should be SMART.
•Success & Failure are merely the process.
•We learn from failures, but we are scared of them.
•Failure to plan is NOT failure of a plan.
•Never give up Goal on facing failures, but
modify Plans and Actions.
Efficiency & Effectiveness
OK
Plan
Action
Results
Skill
Not OK
Correction
Analyse
Success & Failure are merely the process.
We learn from failures, but we are scared of them.
Failure to plan is NOT failure of a plan.
Never give up Goal on facing failures, but modify
Plans and Actions.
Communication Blockers
Skill
For Private Meetings
1. I do not accept your idea
Logic / Science lacking
Certifications, Supports, approvals lacking
Unpopular, negative rumour
2. Unable to accept immediately; shall think it over
More info, books, testimonials, references needed
Second opinion required
Approval by family Members or Doctors
3. No Comments ( Do not understand, Do not appreciate )
Comprehension is low; May go by relationship
Prescription works, rather than Description
•I do not accept, because it comes from You ( Ego ?)
•All well ….. But ……. I do not want to do
•I have tried… it does not work for me (already a DXNer)
Communication Troubles
For Private Meetings
Skill
Starting
Know : Product, Co., NW, System
Income Opp. & Social Response
Running
Avoid Ego Problems
Take Knowledge & Training
Show Perseverance
Leading
Self Motivation
Lead by example
Personality
Good will & Ethics
All communication Blockers can be overcome by
Knowledge & Practice
Address these questions…..
•
•
•
•
Closing the Deal
•
•
•
Have you understood the
Prospect ?
Has he understood you,
towards his NEEDS ?
Have you clarified all his
doubts & apprehensions ?
Has he overcome those doubts
& apprehensions ?
Does he accept your
Relationship and Guidance ?
Did you allow reasonable time
for his Decision ?
Did the transaction end with a
positive feeling ?
If your answer is “YES” , go
ahead and CLOSE DEAL.
If any of them is “NO”, re-attempt
after a gap of time.
Don’t be hasty or desperate at
any time.
On your Marks….
Prepare yourself
Working Tools :
Presentation folder
Samples (fish drawing)
Testimonials
Adequate Knowledge & FAQ
Scientific Data & Facts
Schedule the Work:
List of 100 contacts
Allocate TIME & RESOURCES
Schedule your Meetings
Action …….
Work like a Professional:
Take appointment :: Be Punctual
Learn Attitude
Be well dressed.
Be Cheerful.. Confident.. Relaxed.
Why People Drop Out of profit ?
Listen to negative mind people.
Bad / Hasty Start
The right NEED is not felt
No Motivation
No Team spirit / Commitment
‘I KNOW’ syndrome
Ignorance of Opportunities
Lack of Training
Wrong Assumptions / Judgments
Poor service from team / Company
Negative social / family influence
No personal values
Selfish ; Indifferent ; Lazy
Objections Handling
1.
Listen Carefully and Completely.
2.
Acknowledge & Appreciate : Do not confront or object.
3.
Appeal to Logics & Common Sense.
4.
Express your Keenness to sort out all objections.
5.
Confirm / Clarify what you can and what you know.
6.
Assure to revert on what you do not know.
7.
Prompt and Lead on any other issues unexpressed.
8.
Do not Pressurize. No Insult, No Ego play, No Confrontation.
9.
If successful, Close the Deal.
10.
If NO, walk out Gracefully. Better on a later date.
11.
……….
(Allow time if needed).
Never Close Doors Permanently to Anyone
How to solve problems ?
ATTITUDE :
Be confident ; Never give up
Do not cry & No Self-Pity
Involve Only if Concerning / Relevant
APPROACH:
Think Professional
Issues may not be Problems
Stand outside the problem & see
Look for alternative solutions
ACTIONS
Analyze Objectively everything
- SWOT analysis
- note down the observations
Discuss / Consult with concerned people
:
Action plan with Time frame committed
Implement & Monitor
A good seller does not create problems….
But He always finds solutions !
Few Direction ethics to save you ?
Be sincere, honest and transparent
No snatching of prospects from other Mushroom sellers
Beware of ‘ Dream-Stealers’
No politics ; No back-biting
No false promises ; No tall claims
No complaints ; No jealousy ; No negative attitude
No financial manipulations with the consumers
Do not fish for the consumers
Work on Your STRENGTHS .,
Do not cry for your WEAKNESS
•Associate with +ve people, Avoid –ve people.
•Believe in Yourself - You are a Great creation
MIND AGAIN POSITIVE MENTAL ATTITUDE (PMA)
IF YOU HAVE A POSITIVE ATTITUDE, YOU
SEE OPPORTUNITIES IN ALL PROBLEMS
AND YOU WILL HAVE THE OPPORTUNITY TO
GROW !!!
CONGRATULATION!
SEE YOU AT THE TOP
THANKS TO
MycoLife Food & Nutrition Ltd.