Mauro Libi Crestani: “The golden rule for every businessman is this: put yourself in the customers place.”

By Mauro Libi Crestani. Categorize Customers can be a very productive and profitable initiative for an office. I was to quote an article called Increasing Sales Productivity By Getting Salespeople to Work Smarter   by Dr. Harish Sujan, Barton Weitz, and Mita Sujan. “While personal selling as a communication vehicle has the advantage of allowing salespeople to treat each customer differently, in practice, salespeople cannot take the time to treat each customer in a totally unique manner.”

“Thegolden rule for every businessman is this: put yourself in the customersplace.” , Orison Swett Marden. People are different and companies are different. If you are trying to sell products to a woman’s boutique shop you may cater your sales pitch on beauty items, on items that would enhance a woman’s looks. If you were selling products to an auto repair shop, your sales pitch might cater to reliability of the product and its longevity.

Once I saw a movie with Mel Gibson. He was a poor salesman and was passed up for a promotion in his company even though he had been with that company for many years. He also was a poor dad who just could not get along with his daughter. His daughter felt that he didn’t care and that he didn’t understand her.  Mel Gibson’s character then had an accident and as a result of that accident  he was able to hear the thoughts going through woman’s minds. As he started to hear what women were thinking he began to realize that his mind was centered around his own wants and needs.  Looking more into the wants and needs of his customers, family and friends, Mel Gibson’s character began to understand that people were individuals and he started  putting in an effort to understand what they were thinking.  The movie ended with him becoming a better salesman, better dad and a better person.

While all customers could be equally profitable, some clients are more profitable than others. By categorizing your customers, you can take the action that’s appropriate for them, identify their marketing and cater to their varying needs while improving your profits. You may break down your customers into general groups, which requires different marketing strategies to reach them. For example, separate customers who want you to come to them from those who are self-service, or group customers with volume accounts versus irregular buyers or standard product buyers versus premium purchasers. Focus on the qualities that make each group unique so that you can obtain the results you want.

Now, you can not be all things to all people. You have to find where your talents are best and it may be best to focus on those customers. It would be nice to sell luxury cars and cheap cars and cater to every type of customers needs. However, you may find it more profitable to sell one brand of cars or type of cars and cater to those customer needs. 

Steve Jobs took customer service a step further. He said that you can not just try to understand your customers what they want right now, you have to try to figure out what they will want tomorrow.  By Mauro Libi Crestani.

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Mauro Libi Crestani: Pfizer Drugs company and Share Value initiative

ByMauro Libi Crestani. “Of diseases in the Third World, AIDS is getting the most attention and focus. Not coincidentally, it is also one of the few diseases that remain a threat to Third World countries.” This is a quote in 1999. South Africa was being sued by Pfizer Drug company for trying to manufacture it’s own cheaper AID’s medication or to import the drug from India. Pfizer had a patent on this medication and South Africa just could not afford its high price.

In the middle of 1999, the interests of the pharmaceutical industry (via lobbying through Vice President Al Gore) had resulted in the US actually threatening South Africa with trade sanctions for trying to develop generic and cheaper drugs to fight AIDS etc.

The possible implications of such a trade sanction would have been considerable when realizing that, according to UNICEF, more people in Africa have died from AIDS than from conflicts.

We can understand how Africa had an obligation to try to save its citizens. The Drug companies are not charities. No matter how heartless it may sound, the drug companies are private companies. Their responsibility is to their stockholders only. They are in business to make money. Also without the profits from the medications there would not be money to do drug research. So we can understand the two sides.

After much public outcry the drug companies relented in 2001 and allowed access to the cheaper AIDs medication. But it was only because of all the bad publicity.

As the concept of Share Value Initiative became more popular, the drug companies thinking began to change. The Drug Companies began to see how supplying the AIDs medication to countries in Africa would actually benefit their company.

The Global Health Fellows Program (GHF) is an international corporate volunteer program that places Pfizer colleagues and teams in short term assignments with leading international development organizations in key emerging markets. During assignments Fellows transfer their professional medical and business expertise in ways that promote access, quality and efficiency of health services for people in greatest need.Mauro Libi Crestani.

Since 2003, over 300 Pfizer colleagues, from offices around the world, have participated in the program working in close to 45 countries. Assignments are focused on optimizing supply chains and business functions, and scaling up promising health prevention approaches. Via the program, Pfizer has partnered with over 40 international development organizations.

These  countries which are receiving the benefits from the Global Health program may not be able to be a market for the drug companies at present as their health and economy improves they will be a perspective market in the future.  The drug companies are still about money, but their attitude has changed to one as partnering with the same companies they once fought for the mutual benefit of all.  Mauro Libi Crestani.

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Mauro Libi Crestani: Never quite, see your self as a winner

There are times when we feel like giving up. It seems like nothing is going our way and that the situation is bleak if not hopeless. It is times like these, it is important to stay positive. 

Abraham Lincoln was a chronic depressive. He suffered from depression his whole life. If you see his early life you can understand why. He was born into poverty. He lost eight elections. He failed twice in business. He also suffered a nervous breakdown. 

Yet despite all his loses, he never quite. He saw himself as a winner and was always positive. Imagine that, a chronic depressive who had a positive attitude. 

After losing a senate race, Abraham Lincoln commented,"The path was worn and slippery. My foot slipped from under me, knocking the other one out of the way, but I recovered and said to myself. It is a slip and not a fall." 

After this race, Mr Lincoln went on to become our greatest president. 

Abraham Lincoln had his own half cup- half empty saying and it shows his very positive character. "We can complain because rose bushes have thorns, or rejoice because thorn bushes have roses." 

By Mauro Libi

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Mauro Libi Crestani: The word success is there only in the dictionary?

A young reader of my blogs said that in his personal experience, he understood that success was only a word was in the dictionary, and apparently - according to their perception-had only a linguistic meaning. He also told me that he found it "interesting" that I considered my father as "a successful man".

Secret-of-success1

Certainly there are many people who have the same perception of the success that the young reader. For years they have perceived the victory as something that does not exist and have not received information about the true nature of success, as individuals, as entrepreneurs and as a society.

Since I'm not an expert in these matters, I just dedicate myself to write my opinion on such issues, I suggest you review the dictionary definition of success, exactly as the young man says. In the dictionary of the Spanish language it says that success is a word of Latin origin on exitus meaning ("Exit"), and the concept refers to the right effect or consequence of an action or of an enterprise. Its root is more or less obvious by the context in which we use this word as many times expressed "excel," "out above the competition" and "out of the darkness of anonymity".

He explains that success is a subjective and relative share, and is associated with the victory and gaining merit-based objectives.

How I personally interpret success is when we plan the goals we want in life, whether medium or large, and we succeeded. We accomplished our planned goal.

There are many who say that success is measured by the degree of satisfaction of having achieved a goal to my satisfaction. This is a feeling of success and accomplishment. It's a good internal feeling. This can only be described as a spiritual feeling.

Our commercial and materialistic society these days establishes a relationship between success and material wealth or fame and celebrity. This perception is distorted.  If you are not as famous as Justin Bieber or rich like Tiger Woods, then you feel unsuccessful.

Those who are not satisfied internally when they achieve a goal, however small, are likely to have problems in understanding how success works. Success leads to a state of satisfaction but does suggest greater responsibility, more organization, discipline and working  hard work without rest. Focus on the goal and the daily details and reinforce positive attitude.

I recommend to all those who do not believe in success, or who fear success defined targets. What do they want in their life ?, Where do they want to go once they know what they want. Face your obstacles to realizing those goals and overcome those obstacles. Work with determination on the rail leading to the conclusion of those goals.

By Mauro Libi

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Mauro Libi Crestani: The smile may be the most powerful sales tool ever

When you or your employees meet a client for a potential sale or a potential new customer, impressions really matter. Before you even say a word, the customer is forming opinions about you and your company. Are you prepared to make this sale? Yes, you carefully prepared what you are going to say, you also dressed just right. What may be the most important aspect of the sales meeting is often ignored. This one important aspect, can make or break your sale. This is to remember to smile. The smile may be the most powerful sales tool ever.

A good leader knows that a product is only as good as the employees that make it. If the people in a company are happy and have positive attitudes this reflects on their management. If you go to a company to consider using them and no one at that company seems happy and no one is smiling, this is a company that zaps the energy out of its employees. Would you want to get involved in that company? If the employees are that negative and sad, they probably hate their company and what they do.   As a customer, you see the hell that the employees feel that they are in and it is best for you to get out of there fast.

As a manager or group leader, it is your responsibility to create a positive happy atmosphere. When your employees greet customers, they need to smile and let the customer see how positive your company is and to leave the potential customer feeling great.  That customer should feel the positive joy of your employees and want to be part of your company. The potential client should feel that they are in a happy place, a respectful place and a place that is always willing to help its customers. The client needs to feel that your company will be around a long time. That its employees stay a long time and as a result are experienced. Leaving the customer with that assured feeling that your company was their best choice and making them feel like your employees and management will be helpful will also guarantee you future referrals.

I always tell managers to learn the following rule ... No smile, no interest, no sale.

Mauro Libi Crestani: Los negocios y el estrés

Mucha gente me pregunta cómo es posible bien liberarse del estrés a la hora de hacer negocios. Bueno, debo confesar que nadie en este mundo está libre de estrés. De hecho el estrés es la enfermedad que más aqueja a la humanidad en el siglo XXI. Aquellas personas que son empresarias se enfrentan a niveles de estrés exagerados que muchas veces influyen en la salud y el bienestar mismo del negocio. Mi consejo para todos los que están frente al manejo de las empresas es poner los pies sobre la tierra. Hay que saber donde se está parado, entender la realidad y averiguar todos los detalles que corresponde al negocio en cuestión. Cuando digo estar bien informado sobre el negocio, me refiero a saber los detalles de cada factor relacionado con el negocio, el ambiente económico. 

Una vez se conoce todo lo relacionado al negocio hay entonces que establecer metas viables, certeras, que se puedan alcanzar. Hay que imponerse metas a corto y mediano plazo lo bastante realistas para poder cumplirlas a cabalidad. Algo importante que tienen que saber es que sí se imponen metas irreales lo único que van a lograr son frustraciones reales. Eso hay que evitarlo sí deseas conseguir el éxito empresarial.

Una palabra clave es la planificación, el cumplimiento de cada meta, a corto y mediano plazo nos ilumina en camino para conseguir el macro objetivo, el propósito principal. Cuando uno tiene claro hacia dónde va, el estrés se disminuye porque lo racional y concreto hace que la mente se focalize en la búsqueda del objetivo directo, específico. Créanme, sí se sabe a dónde se camina la ansiedad y el miedo desaparece porque hay seguridad del recorrido.

Cuando se tiene un negocio, muchos empresarios incurren en deudas costosas que generan un estrés peligroso.  Lo ideal es hacer un plan, conseguir presupuesto en base a sociedades con otros amigos o colegas, y trabajar con esos recursos in incurrir en deudas iniciales que muchos no van a poder pagar en los primeros años del negocio. Trabajar con un presupuesto ajustado equivale a saber cuándo se gasta y con qué propósito. Ese aspecto aminora el estrés que crean las deudas.

Hay que estar activo en el negocio, controlar la cadena de producción, los inventarios. Organizar y controlar todo desde el inicio evita que el estrés le consuma en el camino del crecimiento. Otro aspecto que ayuda mucho es aprender a conocer los clientes del negocio, para saber qué ofrecerles y convertirlos en clientes leales a la marca o negocio.

Cada vez que este en su oficina por 6 horas seguidas, trate de salir a caminar y poner su mente en blanco por al menos 15 minutos, respirar aire fresco siempre oxigena el cerebro y le permite al final de la jornada tomar decisiones más claras y acertadas, y obviamente el estrés disminuye....Buena suerte...

http://thinkingforbusinesses.blogspot.com/2015/08/mauro-libi-crestani-los-negocios-y-el.html

Mauro Libi, Cómo descubrir las oportunidades en una economía en crisis

Muchos empresarios le temen a la crisis y creen que en la época de las vacas flacas hay que cerrar la santamaría. Pocos han descubierto que las crisis se traducen en oportunidades para los empresarios más avezados. Hay que entender que entre más aguda sea la crisis más oportunidades de éxito hay.  Hay muchos empresarios que se sienten agobiados por la crisis económica mundial o nacional y se ocupan en tratar de escapar de las consecuencias de la crisis, no obstante el camino no es huir de la debacle sino enfrentarla con creatividad, persistencia y optimismo.

No nos cansamos de repetir que el éxito es de aquellos que asumen una actitud positiva ante la vida, ante los negocios y ante la realidad circundante de un país. El éxito se puede alcanzar en todo momento si se toman decisiones inteligente y ajustadas a la realidad. El empresario que mantiene una actitud positiva y se traza las metas confiado que las va alcanzar, seguramente logrará arropar el éxito en un tiempo prudencial.

Hay que entender que el cambio en la vida, en los negocios se logra cuando se cambia la mentalidad con que se mira el presente y el futuro.  Muchos empresarios han cambiado su disposición mental ante la vida, asumiendo  una actitud positiva, actuando con seguridad, cumpliendo un plan de metas concretas a corto y mediano plazo, y siempre mirando hacia el futuro con la certeza de que el éxito les pertenece.

Un secreto de los hombres exitosos es asumir los cambios, trabajar en construir una mentalidad emprendedora que obviamente implica una responsabilidad.

Los obstáculos siempre estarán en el camino,  y el empresario exitoso debe aprender a campear esos obstáculos, siendo más activo, incrementando la productividad. El consejo más valioso es mantener la mente positiva. Ser optimista te permite entrar en un selecto grupo que se diferencia del resto.

Una economía difícil es algo que nadie desea, pero ésta puede ser tu oportunidad para sobresalir y posicionarte en el mercado. No pierdas el tiempo en estrés, en preocupaciones, o generando actitudes negativas, en tiempo de crisis los que mantienen un pensamiento positivo son los que manejan la situación y conquistan el futuro.

http://thinkingforbusinesses.blogspot.com/2015/08/mauro-libi-como-descubrir-las.html

Mauro Libi: La crisis y el futuro de los negocios

Desde el inicio de la crisis, hemos visto como un gran número de negocios han tenido que cerrar sus puertas. Buena parte de las empresas que no han podido hacerle frente a la crisis son pequeñas y medianas compañías que no lograron aplicar planes de contingencia a tiempo.

En algunos casos los empresarios se han tenido que lanzar a la quiebra debido a la incapacidad para ejecutar planes que les permitan cumplir con las deudas acumuladas por la falta de liquidez.

Uno de los elementos que hay que tratar de ejecutar en un escenario como este es conseguir que los deudores paguen el capital prestado, eso permitiría tener un flujo de caja que evitaría el cierre de la empresa. La mayor parte del tiempo esta estrategia resulta imposible de ejecutar por lo que hay que avizorar otras opciones para evitar declararse en banca rota.

Uno de los factores que contribuye al éxito empresarial es la detención de las primeras señales del problema. El empresario debe preveer cuando se producen las primeras pérdidas del negocio, la falta de liquidez o el  bajón en el número de  clientes. Sí se logra descubrir de dónde provienen las primeras dificultades se pueden tomar decisiones a muy corto plazo para tratar de solventar los inconvenientes iniciales.

Otro elemento que el empresario debe tomar en cuenta es que aquellas empresas que no se adaptan al cambio rápidamente se extinguen con el tiempo. Todo cambia diariamente y la clave del éxito es adaptarse a esos cambios. 

Poner el marcha un plan de estrategia para ir adaptándose a los cambios de los gustos de la sociedad, sus usos y costumbre le ayudará a mantener la empresa a flote. Hay muchos empresarios, por ejemplo, que aún no saben lo que son las redes sociales y el uso de nuevas tecnología para promover la empresa. Sí Usted es uno de ellos, debe salirse de ese cascaron que lo mantiene alejado de la realidad circundante y ponerse a Twittear y a buscar amigos en Facebook, así entrará al mundo de hoy que seguramente cambiará mañana.

Debe tener como norte que las viejas estructuras empresariales ya no funcionan, debe abandonar esas pautas y poner su ingenio e imaginación para detector dónde están los nuevos nichos del negocio, cómo adaptar sus productos al nuevo entorno social y ponerse en la ola de las novísimas técnicas de mercadeo.

La crisis y los cambios crean consumidores diferentes a los que usted seguramente no está acostumbardo. Cuando hay crisis en la sociedad la gente transforma los hábitos. Aquellos que compraban sin mirar ahora usan una lupa bien grande para ir al mercado.  Averigué qué buscan esos consumidores, qué desean, y cuánto dinero tienen previsto gastar y en base a esa información genere un plan de negocios que le permita ser competitivo en el mercado.

No se aflija y crea que usted es el único que está sufriendo con al crisis, todo lo contrario a diario puede conseguir ejemplos de empresas que usando técnicas sencillas y creativas han logrado solventar sus problemas y mantenerse en el mercado.

Trate de generar una nueva estrategia de negocios que le permita cambiar lo necesario. Los cambios no deben ser profundos sino eficientes y tácticos.

Hay empresas al borde de la quiebra que han bajado mucho el precio de sus productos, sin disminuir la calidad, y han logrado no solo capear el temporal, sino aumentar sus ventas y generar puestos de trabajo.

No se ponga pesimista, porque el mundo de los negocios es para gente que tiene una actitud positive y sabe mirar al future con optimismo y esperanza. Sí usted tiene una actitud positiva, el resto es estrategia para impulsar su negocio.

http://thinkingforbusinesses.blogspot.com/2015/08/mauro-libi-la-crisis-y-el-futuro-de-los.html