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: Share Value, save money and live better

By Mauro Libi Crestani: The Corporate world has often been criticized for it’s drive toward profit even if it meant that it would come at society’s expense.

”Save Money, Live Better”. That’s Wal-Mart’s slogan, but Wal-Mart workers themselves certainly wouldn’t say that they live better after beginning employment with the retail giant. A 2005 study found that Wal-Mart reduced the take-home pay of workers by an astounding $4.7 billion dollars annually, adding insult to injury considering that workers are often forced to work overtime for zero pay. Wal-Mart does everything it can to deny its workers basic rights, spending an enormous amount of time and money keeping unions out including $7,000 anti-union camera packages, $30,000 undercover spy vans, $100,000 24-hour anti-union hotlines and a $7,000,000 rapid response team with a corporate jet. 

The Walmart story above is from 2005. It is understandable. Corporations are in business to make money. They are responsible to their stockholders. The botten line is the reason that it exist. The company may do charity. They may set up foundations. The charity may go into the tens of millions of dollars.

Now comes along the concept of shared value. Share value is where a company finds a way to help society while at the same time, it’s profit goes up as a result. Do not get me wrong. Companies and society do not share their values according to their concept. Companies are in business to profit and society needs help.  Societies problems may include poverty, pollution , crime, disease and the list goes on and on. Corporations are not in business to solve these problems. Share Value Initiative is a concept that by helping solve some fo these problems that company will make money. It is the old concept of killing two birds with one stone.

Walmart decided to raise it’s employees pay. In the past this would have been considered a bad business decision. With the concept of Share Value that type of thinking has changed.

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Walmart, the world’s largest retailer, will raise its base hourly wage to $9 beginning in April 2015. By the following February, all employees will make at least $10 an hour. That’s $2.75 above the federal minimum wage of $7.25, which hasn’t budged since 2009, and it’s close to the $10.10 minimum wage proposed by President Obama. About 500,000 Walmart workers will get a raise as a result of the change.

Walmart’s stock fell by 3% right away. However, Walmart is not investing for the short-term. There is the potential for a direct increase in sales from all those Walmart associates earning more. Walmart is the largest employer in many of the regions where it operates stores. Burtless points out that the pay hike “will have a tangible effect on those local economies and most of those benefits will accrue to Walmart.” – Share value, by Mauro Libi Crestani.

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Mauro Libi: One second is the difference between success and failure.

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Libi: I love baseball. I love going to the stadium. Picture this scenario. The bases are loaded and its the ninth inning. There are two outs. Your team is down by one run. The pitched ball is thrown to the batter and you hit the ball and it goes 390 feet. It looks like a home run. Your team is going to win the game. Suddenly a gust of wind blows the ball one inch into the foul zone, one inch flying past the poll in the foul side. One inch to the right and your team would have won the game. But it went one inch to the other side of the pole. Success and failure was based on one inch.

In the business world being successful or failing can be noticing and being able to read the market and acting in it. One day longer can change everything. Constantly ideas come across us everyday and we do not even notice. The successful person learns to sensitive to what the market will desire.

There is a story of the Swiss watch market that controlled the watch industry. In their own marketing and research, their own people came out with digital watches in the 1960's. The Swiss watch company didn't want it. They thought people only want watches with moving hands.  They let their own employees go to a Japanese company and sell their digital watch idea. I'm a few years the Swiss watch company that once controlled the watch industry lost almost the whole market.

They had the idea but they could see the future. They let it go. They could have been a great success with this idea, instead they were became a huge failure.

Successful people learn to sense and see the ideas of the future. Helen Keller once said , Libi, " there is nothing as sad, as one who has eyes, but still can not see."

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Mauro Libi: How to become a successful businessman

Success is a goal we all want to achieve but have no idea how. There are hundreds of stories of men who have achieved success. If we analyze them all, we come to the same conclusion: Wanting to succeed and working  hard is the key.

Experts say that there are several secret to achieve success in what one intends. Some even say that there is a genetic predisposition to being a business winner but more important to succeeding is your attitude, optimism, knowledge generated through a period of preparation while still formulating your decision on a suitable career.

 When people possess extraordinary abilities for decision making, which is linked to the stronger emotional intelligence, it goes tummy a better chance of getting what they wants.

Successful people dream big. These dreams turn into ideas. Acting on those ideas can grow into a million dollar business. To go from idea to action, you must have a sense of direction, which can lead to a strategic roadmap. Accept responsibility for all the decisions you make to reach the goal. Fall in love with what you're doing. If you love what your job and you have a passion for it will get you through the hard times while building your way to success.

Remember that everything you do must be bested than good. Being the best at what you do is the hallmark of successful people. Hard work is a key tool to win the victory. No effort should be spared in the process of creation. No negative thought should be allowed to hold you back.  Efforts should be looking for solutions to problems with creative innovative ideas.

When I tell you to work tirelessly in achieving your goal does not mean you become a slave to your job. The key to true success is leading how to balance your life between work, family, play time and health.

 A successful person realizes that he is the most important instrument his company has. If he takes care of his health and allows himself some play or fun time, he will be a more productive, happier person. Happy people are more energetic. Their brains work clearer and ideas flow more freely.

A happy family man has less interruptions. Running a business while your personal life is falling apart could never lead to a successful outcome. Neither personally nor in business.

 As you get your personal life to be a success it will allow you the time and energy to work at creating the best business company in your field.  Being an expert in your area makes you the best on the market, put emphasis on serving your customers, be honest and learn to prioritize your time to avoid living in chaos. We must make an effort to gain a reputation for efficiency and reliability.

Mauro Libi Crestani: Challenges and failures in business

Every business has it’s times of failures. A good entrepreneur does not let the challenges and failures get him down but sees opportunity to build an even stronger company. Its those tough times that really require a proper business leader to keep positive. Being positive, helps the mind think clearly and gives one an energy needed in those hard times. Having  positive goals and direction is what is needed to be successful. Of course you have to be realistic and not sugar coat the failures but by staying negative, it hampers our creativity and ability to think clearly. The answer to failure is not negativity. The answer is to be positive. Be positive that you can be turn it all around to success.

http://thinkingforbusinesses.blogspot.com/2015/07/challenges-and-failures-in-business.html