Trust based logic for professional services marketing
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Transcript of Trust based logic for professional services marketing
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TRUST BASED LOGIC FOR PROFESSIONAL SERVICES MARKETING
SEPPO KUULA
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SEPPO DBA
Speaker: Seppo Kuula, Chief Executive Officer of Siili Solutions Oyj since 2010. Three degrees; B.Sc. (Eng.), M.Sc. (Ind.Eng. & Mgmt), eMBA. Versatile background in Leadership in the multicultural complex technology environment. Career is significantly focused in the Change and Sales Management, International Business Development, and value based Productization of Services.
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PRODUCTIZATION EXPERIENCE SEPPO DBA
Efore, intelligent uninterrupted power supply for telecom sites. ~
ADC, to define a global RF - product line to telecom operators based on 735 components delivered to OEMs. Product definition, R&D, piloting, launch and
sales development in two Continents. ~
SIS, Stealth Cell Site solutions for wireless operators. First products, then servitization.
~ Elektrobit, expertise sales based on the reference designs and ”original
design engineering” – model. ~
Mesaplexx, cryocooled components as the co-siting solutions. ~
ENTERPRISE SOFTWARE SYSTEM INTEGRATION SERVICES FOR BIG CORPORATIONS and public sector
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PRODUCTIZATION OF PROFESSIONAL SERVICES - TRUST BASED LOGIC
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PRODUCTIZATION OF SERVICES SEPPO DBA
The challenge is in productizing the individual expertise based professional service, which requires local presence.
~ Solution oriented offering, transparent business model, agile deliverables
with Lean project mgmt, and always the best customer experience seeking company culture.
~ Productivity in the professional service business is a function between the unit price, capacity utilization and internal efficiency. Reducing the waste,
being open and honest. ~
The third angle to productization is the capacity management and growth. Expertise and skills are the offering, not individuals.
~ Working with the customer, not for the customer.
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TRUST BASED LOGIC SEPPO DBA
What is the sales and marketing process as the trusted advisor? Sales versus project management.
~ Marketing oriented management and customer oriented offering in practice. Organization responsibilities, distributed sales responsibilities, using culture
as an asset for growth. ~
Building the trust. Creating the commitment and good customer experience. ~
Every resource is a salesman, good or weak one. Building the trust incrementally.
~ Beyond the traditional marketing mix; product is trust, relationship is an
asset, and the best customer experience is the baseline.
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SERVICE MARKETING IN THEORY
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SERVICE MARKETING BACKGROUND SEPPO DBA
McCarthy et al. introduced the marketing mix – theory, which developed as the “Seven Ps”. 7 Ps is a marketing model that refers to the traditional Ps, ’Product’,
’Place’, ’Price’ and ’Promotion’, plus service dominant 'Physical evidence', 'People', and 'Process':
~ ”Servitization” term is loosely used for delivering of a service component as an added value, when providing products. Christian Grönroos has written various
service marketing (promise management), and servitization articles. “Transforming manufacturing into service business.”
~ Aussie Peter Bowman suggests implementing “Seven service marketing
principles” which include value, business development, reputation, customer service and service design.
~ Vargo and Morgan (2005) presented their idea of “Service dominant logic” for marketing, one in which service provision rather than goods is fundamental to
economic exchange.
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THANKS!