diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..5a6fe1fe1339baabf4c6a259b61f82cf27fe64f2 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_postprocess.srt @@ -0,0 +1,2488 @@ +1 +00:00:21,480 --> 00:00:28,700 +Okay, good morning. Listen, today's class is very + +2 +00:00:28,700 --> 00:00:33,520 +essential. If you are going to ask me why, for the + +3 +00:00:33,520 --> 00:00:36,880 +following reason. First, today we are going to + +4 +00:00:36,880 --> 00:00:38,520 +provide you with something called infrastructure + +5 +00:00:38,520 --> 00:00:42,980 +for the sales management course. Therefore, we are + +6 +00:00:42,980 --> 00:00:44,860 +going to talk about something called business + +7 +00:00:44,860 --> 00:00:47,600 +strategy. In addition, we are going to talk about + +8 +00:00:47,600 --> 00:00:51,380 +marketing strategy. or both of them they will be + +9 +00:00:51,380 --> 00:00:54,640 +included in the midterm exam both of them they + +10 +00:00:54,640 --> 00:00:59,300 +will be included in the midterm exam so the title + +11 +00:00:59,300 --> 00:01:01,980 +of today's chapter or chapter number two strategy + +12 +00:01:01,980 --> 00:01:05,920 +and sales program planning this is our own title + +13 +00:01:05,920 --> 00:01:09,380 +now let's talk about the objectives or the + +14 +00:01:09,380 --> 00:01:12,000 +learning objectives which hopefully we will cover + +15 +00:01:12,000 --> 00:01:16,120 +by the end of this chapter number one we are going + +16 +00:01:16,120 --> 00:01:18,120 +to describe the major elements of business + +17 +00:01:18,120 --> 00:01:21,690 +strategy And before describing the major elements, + +18 +00:01:22,050 --> 00:01:24,390 +today we are going to define what is the meaning + +19 +00:01:24,390 --> 00:01:28,130 +of business strategy, and why it is important, and + +20 +00:01:28,130 --> 00:01:30,550 +how or what are the elements which are composing + +21 +00:01:30,550 --> 00:01:33,330 +it. Also, we are going to talk about the basic + +22 +00:01:33,330 --> 00:01:37,050 +elements of marketing planning. Generally, and all + +23 +00:01:37,050 --> 00:01:40,570 +the time remember, the word business strategy and + +24 +00:01:40,570 --> 00:01:44,010 +marketing strategy, both of the definitions or + +25 +00:01:44,010 --> 00:01:47,720 +concepts, they are interrelated. So we cannot talk + +26 +00:01:47,720 --> 00:01:50,560 +about something called business strategy without + +27 +00:01:50,560 --> 00:01:53,040 +talking about something called marketing strategy. + +28 +00:01:54,140 --> 00:01:56,980 +Okay? And today, Inshallah, we are going to talk + +29 +00:01:56,980 --> 00:02:00,120 +about each component in a very detailed way. In + +30 +00:02:00,120 --> 00:02:02,140 +addition, we will try to explain what is meant by + +31 +00:02:02,140 --> 00:02:04,380 +a strategic implementation process decision. + +32 +00:02:06,140 --> 00:02:10,990 +Implementation also, it is something basic. As we + +33 +00:02:10,990 --> 00:02:12,970 +are talking, we are talking about strategies and + +34 +00:02:12,970 --> 00:02:15,090 +planning all the time. Remember, these strategies, + +35 +00:02:15,250 --> 00:02:17,670 +they are theories. They are theoretical work. They + +36 +00:02:17,670 --> 00:02:21,370 +can be written on papers. But is this enough? Of + +37 +00:02:21,370 --> 00:02:23,850 +course not. So what do we need? We need to execute + +38 +00:02:23,850 --> 00:02:27,110 +these strategies. Through what? Implementation + +39 +00:02:27,110 --> 00:02:30,250 +strategies. In the third or in the fourth, we are + +40 +00:02:30,250 --> 00:02:32,130 +going to describe the purpose of a Salesforce + +41 +00:02:32,130 --> 00:02:36,090 +program and its major elements. Finally, we will + +42 +00:02:36,090 --> 00:02:38,550 +conclude by what is an account relationship + +43 +00:02:38,550 --> 00:02:42,790 +strategy and explain its own purposes. So these + +44 +00:02:42,790 --> 00:02:49,470 +are briefly the major learning objectives which we + +45 +00:02:49,470 --> 00:02:54,590 +will cover on. Let's talk about the outline of our + +46 +00:02:54,590 --> 00:02:58,770 +chapter. How it is built, how it is drawn, the + +47 +00:02:58,770 --> 00:03:01,550 +outline of our chapter by focusing on business + +48 +00:03:01,550 --> 00:03:04,340 +strategy and marketing strategy. Then we will talk + +49 +00:03:04,340 --> 00:03:06,520 +about factors of investing strategic management. + +50 +00:03:07,220 --> 00:03:08,980 +Thirdly, we are going to talk about business + +51 +00:03:08,980 --> 00:03:11,720 +strategies. Fourth, we are going to talk about go + +52 +00:03:11,720 --> 00:03:15,160 +-to-market strategy. And then product development + +53 +00:03:15,160 --> 00:03:19,820 +management or BDM and supply chain management SCM + +54 +00:03:19,820 --> 00:03:23,200 +and customer relationship management CRM. And + +55 +00:03:23,200 --> 00:03:25,080 +finally, we will talk about Salesforce program + +56 +00:03:25,080 --> 00:03:28,680 +decisions. So this is the outline which is + +57 +00:03:28,680 --> 00:03:33,090 +governing our chapter, chapter number two. So this + +58 +00:03:33,090 --> 00:03:36,070 +is a brief and a quick introduction about what we + +59 +00:03:36,070 --> 00:03:39,770 +are going to do. Now, let's begin the class by + +60 +00:03:39,770 --> 00:03:42,650 +providing you with a figure. With this figure, it + +61 +00:03:42,650 --> 00:03:44,870 +is going to provide us with a Salesforce decision + +62 +00:03:44,870 --> 00:03:48,770 +sequence. With the word sequence, it means + +63 +00:03:48,770 --> 00:03:53,770 +process, step-by-step. Generally, if you are going + +64 +00:03:53,770 --> 00:03:57,890 +to look at this, we would like to give you an + +65 +00:03:57,890 --> 00:04:04,290 +actual example. Any investor, any businesswoman or + +66 +00:04:04,290 --> 00:04:08,470 +man, if he or she would like to invest their own + +67 +00:04:08,470 --> 00:04:13,350 +money in a business project, they are going to + +68 +00:04:13,350 --> 00:04:15,350 +say, we need something called business strategy. + +69 +00:04:16,830 --> 00:04:20,950 +We need something called marketing strategy. So + +70 +00:04:20,950 --> 00:04:23,890 +both of these two strategies, they are taken by + +71 +00:04:23,890 --> 00:04:27,990 +the top management. So the top management, they + +72 +00:04:27,990 --> 00:04:30,290 +are classified to be the brainers or the brains. + +73 +00:04:31,770 --> 00:04:34,750 +who are going to say yes or no, we should go + +74 +00:04:34,750 --> 00:04:38,550 +investing or we should not go investing. But this + +75 +00:04:38,550 --> 00:04:40,650 +decision is going to be taken according to what? + +76 +00:04:41,270 --> 00:04:43,450 +According to something simple which is called + +77 +00:04:43,450 --> 00:04:46,990 +Needs Assessment Study. Therefore, if you are + +78 +00:04:46,990 --> 00:04:49,210 +going to be a businesswoman and imagine you are + +79 +00:04:49,210 --> 00:04:52,270 +having about $10,000 or $15,000 or something like + +80 +00:04:52,270 --> 00:04:55,370 +that and you are about to take a decision to make + +81 +00:04:55,370 --> 00:05:00,620 +a business in Gaza. Before we are going to say we + +82 +00:05:00,620 --> 00:05:02,720 +should go with this business or that, we should + +83 +00:05:02,720 --> 00:05:05,540 +make something called needs assessment. So this + +84 +00:05:05,540 --> 00:05:06,640 +needs assessment study, + +85 +00:05:10,320 --> 00:05:15,980 +through it we are going to say if our business or + +86 +00:05:15,980 --> 00:05:19,280 +if our factory is required or needed by the + +87 +00:05:19,280 --> 00:05:22,840 +customers or not. So if the needs assessment said, + +88 +00:05:24,070 --> 00:05:27,390 +people do need this kind of business, then we are + +89 +00:05:27,390 --> 00:05:30,650 +going to say we should invest. But if the needs + +90 +00:05:30,650 --> 00:05:35,070 +assessment studies told us people do not need such + +91 +00:05:35,070 --> 00:05:38,430 +service or such product, then we cannot go on with + +92 +00:05:38,430 --> 00:05:41,910 +this investing. For example, if you would like or + +93 +00:05:41,910 --> 00:05:45,710 +if you are thinking to establish a factory which + +94 +00:05:45,710 --> 00:05:50,050 +is going to manufacture shoes, Before we are going + +95 +00:05:50,050 --> 00:05:52,790 +to take this step, we should make a nice + +96 +00:05:52,790 --> 00:05:55,570 +assessment study through which we would like to + +97 +00:05:55,570 --> 00:05:59,050 +know if Gaza Strip is possessing and how many + +98 +00:05:59,050 --> 00:06:02,430 +factories which are producing pairs of shoes or + +99 +00:06:02,430 --> 00:06:06,420 +shoes. If the needs assessment study told us that + +100 +00:06:06,420 --> 00:06:10,540 +currently Gaza Strip is in a bad need for such + +101 +00:06:10,540 --> 00:06:14,660 +factory simply because shoes all of them with 100% + +102 +00:06:14,660 --> 00:06:17,400 +they are imported from outside, then do we think + +103 +00:06:17,400 --> 00:06:20,000 +about a good positive idea for establishing a + +104 +00:06:20,000 --> 00:06:25,580 +factory? Yes, because all the products are + +105 +00:06:25,580 --> 00:06:29,940 +imported from outside and we do not have a genuine + +106 +00:06:29,940 --> 00:06:34,340 +factory. or local factory which is producing the + +107 +00:06:34,340 --> 00:06:37,960 +similar product. So this is going to be a + +108 +00:06:37,960 --> 00:06:42,640 +beginning of the first step. Now, so the business + +109 +00:06:42,640 --> 00:06:46,860 +strategy is approved by whom? By the top managers + +110 +00:06:46,860 --> 00:06:51,280 +according to results of the needs assessment + +111 +00:06:51,280 --> 00:06:55,880 +study. Generally, if there is a green path or + +112 +00:06:55,880 --> 00:06:58,940 +green line for obtaining something called business + +113 +00:06:58,940 --> 00:07:02,340 +strategy, then we should talk about marketing + +114 +00:07:02,340 --> 00:07:05,580 +strategy. Why are we going to need a marketing + +115 +00:07:05,580 --> 00:07:09,760 +strategy? Simply because this is the channel or + +116 +00:07:09,760 --> 00:07:12,760 +the window or the door or the bridge through which + +117 +00:07:12,760 --> 00:07:17,480 +we are going to market for our own product. This + +118 +00:07:17,480 --> 00:07:19,580 +is the channel through which we are going to + +119 +00:07:19,580 --> 00:07:24,610 +market for our own product. Therefore, business + +120 +00:07:24,610 --> 00:07:27,090 +strategy along with the market strategy, both of + +121 +00:07:27,090 --> 00:07:30,550 +them are classified to be the first two steps in + +122 +00:07:30,550 --> 00:07:35,010 +the sequence + +123 +00:07:35,010 --> 00:07:41,370 +of the sales force decision. Is this step followed + +124 +00:07:41,370 --> 00:07:44,290 +by other steps? Of course, it is followed by other + +125 +00:07:44,290 --> 00:07:47,850 +steps. Therefore, if you are going to talk about + +126 +00:07:47,850 --> 00:07:49,970 +the level 2, we are talking about strategy + +127 +00:07:49,970 --> 00:07:52,940 +implementation decisions. Let's focus on the word + +128 +00:07:52,940 --> 00:07:56,260 +implementation. What we brought through strategies + +129 +00:07:56,260 --> 00:07:59,120 +in the first level, it must be accompanied by + +130 +00:07:59,120 --> 00:08:02,060 +actions and procedures on the ground so that we + +131 +00:08:02,060 --> 00:08:05,300 +could execute it. How we are going to execute and + +132 +00:08:05,300 --> 00:08:07,460 +implement them through the strategy implementation + +133 +00:08:07,460 --> 00:08:11,860 +decision. So this level, it includes four + +134 +00:08:11,860 --> 00:08:16,380 +approaches, four methods. Some of these methods + +135 +00:08:16,380 --> 00:08:19,600 +included go-to-market strategy in which we are + +136 +00:08:19,600 --> 00:08:23,160 +going to adopt something called field work. We + +137 +00:08:23,160 --> 00:08:25,360 +will talk about this later on in a very detailed + +138 +00:08:25,360 --> 00:08:28,340 +way. Also, it includes customer relationship + +139 +00:08:28,340 --> 00:08:31,680 +management. In addition, it includes supply chain + +140 +00:08:31,680 --> 00:08:34,480 +management or finally product development + +141 +00:08:34,480 --> 00:08:38,020 +management. So these are the three or the four + +142 +00:08:38,020 --> 00:08:42,200 +major approaches through which we will express our + +143 +00:08:42,200 --> 00:08:47,920 +effort or goal of implementation. Is this enough? + +144 +00:08:48,120 --> 00:08:50,900 +No, still we are talking about level number three. + +145 +00:08:52,940 --> 00:08:57,240 +Now let's review what we talked about so far. So + +146 +00:08:57,240 --> 00:08:59,960 +in the first level, we are talking about decisions + +147 +00:08:59,960 --> 00:09:02,460 +taken by the top management regarding adopting + +148 +00:09:02,460 --> 00:09:06,760 +business as well as marketing strategy. Level two, + +149 +00:09:06,880 --> 00:09:08,780 +we are talking about implementation process. + +150 +00:09:09,680 --> 00:09:12,620 +Number three, we are talking about organizing + +151 +00:09:12,620 --> 00:09:19,920 +ourselves as a sales force team. Therefore, level + +152 +00:09:19,920 --> 00:09:23,160 +number three, sales force program decision, in + +153 +00:09:23,160 --> 00:09:26,360 +which we will talk about account relationship with + +154 +00:09:26,360 --> 00:09:30,820 +strategy. Account relationship with strategy. So + +155 +00:09:30,820 --> 00:09:33,460 +we are talking about strategy. We are talking + +156 +00:09:33,460 --> 00:09:37,130 +about relationship with who? Customers. Each + +157 +00:09:37,130 --> 00:09:39,970 +relationship has two partners. The first partner + +158 +00:09:39,970 --> 00:09:42,370 +here is the customer. What about the second + +159 +00:09:42,370 --> 00:09:50,090 +partner? Exactly. They are us. So we are talking + +160 +00:09:50,090 --> 00:09:56,230 +about ourselves as sales staff members. So here we + +161 +00:09:56,230 --> 00:09:59,900 +need to structure ourselves. We need to organize + +162 +00:09:59,900 --> 00:10:02,520 +ourselves. Who's going to be the head? Who's going + +163 +00:10:02,520 --> 00:10:04,180 +to be the supervisor? Who's going to be the field + +164 +00:10:04,180 --> 00:10:07,160 +salesperson? Who's going to work under the + +165 +00:10:07,160 --> 00:10:09,680 +customer service department? And so on and so on. + +166 +00:10:10,340 --> 00:10:12,200 +So we need to organize ourselves under + +167 +00:10:12,200 --> 00:10:15,780 +organizational structure. Also, we need to + +168 +00:10:15,780 --> 00:10:18,960 +identify what are the major activities which we + +169 +00:10:18,960 --> 00:10:22,080 +are going to do and how these activities should be + +170 +00:10:22,080 --> 00:10:27,050 +divided among the members of the team. Also, we + +171 +00:10:27,050 --> 00:10:30,030 +should talk about our competencies and skills. If + +172 +00:10:30,030 --> 00:10:33,090 +Hanin is possessing specific skills or competency + +173 +00:10:33,090 --> 00:10:36,530 +and Walaa doesn't, this means Walaa should be + +174 +00:10:36,530 --> 00:10:38,850 +trained so that she can acquire the same + +175 +00:10:38,850 --> 00:10:42,450 +competency or skill. Also, we should talk about + +176 +00:10:42,450 --> 00:10:45,530 +the leadership. Who are our leaders? And how they + +177 +00:10:45,530 --> 00:10:48,210 +are going to inspire us or inspire us? And how + +178 +00:10:48,210 --> 00:10:50,230 +they are going to motivate us? And how they are + +179 +00:10:50,230 --> 00:10:53,070 +going to be sure that everything is controllable? + +180 +00:10:54,190 --> 00:10:56,570 +So all these things are going to be answered + +181 +00:10:56,570 --> 00:10:59,730 +within this level, level number three, which is + +182 +00:10:59,730 --> 00:11:03,390 +focusing on sales force program decision. In other + +183 +00:11:03,390 --> 00:11:06,430 +words, we are talking about organizing ourselves + +184 +00:11:06,430 --> 00:11:12,290 +as a sales team or as a salesperson. So these + +185 +00:11:12,290 --> 00:11:15,530 +briefly are the major levels or the sequence of + +186 +00:11:15,530 --> 00:11:20,170 +the major levels of any sales force decision. Any + +187 +00:11:20,170 --> 00:11:23,290 +question? Any comments about this? Any question? + +188 +00:11:23,950 --> 00:11:29,130 +Any comments? Okay, move. This is something very + +189 +00:11:29,130 --> 00:11:32,650 +important. Not because we are going to focus it on + +190 +00:11:32,650 --> 00:11:36,830 +the midterm exam but also because this question or + +191 +00:11:36,830 --> 00:11:40,250 +these questions you might be exposed to them + +192 +00:11:40,250 --> 00:11:42,430 +especially if you are going to make a working + +193 +00:11:42,430 --> 00:11:45,150 +interview later on inshallah after your + +194 +00:11:45,150 --> 00:11:48,460 +graduation. In other words, many of the + +195 +00:11:48,460 --> 00:11:50,220 +interviewers they are going to ask you what are + +196 +00:11:50,220 --> 00:11:51,780 +the major differences between efficiency and + +197 +00:11:51,780 --> 00:11:57,120 +effectiveness. And listen here, the whole business + +198 +00:11:57,120 --> 00:12:01,500 +courses they are revolving around these two words + +199 +00:12:01,500 --> 00:12:05,560 +efficiency and effectiveness. So let's explain + +200 +00:12:05,560 --> 00:12:08,380 +them in a very detailed way. The word efficiency + +201 +00:12:08,380 --> 00:12:11,440 +it means getting the most output from the latest + +202 +00:12:11,440 --> 00:12:15,170 +amount of inputs. Somebody might say this + +203 +00:12:15,170 --> 00:12:17,350 +definition or interpretation isn't clear enough. + +204 +00:12:17,590 --> 00:12:20,410 +That's fine. We can add others or other + +205 +00:12:20,410 --> 00:12:23,510 +information Also, it means doing things right + +206 +00:12:23,510 --> 00:12:27,230 +somebody might say also it isn't clear We might + +207 +00:12:27,230 --> 00:12:29,470 +say it is concerned with the means tools methods + +208 +00:12:29,470 --> 00:12:33,990 +approaches Now listen here if you are going to + +209 +00:12:33,990 --> 00:12:38,010 +look at the word right Right from a grammatical + +210 +00:12:38,010 --> 00:12:43,140 +point of view it is adverb adverb Adverb as we + +211 +00:12:43,140 --> 00:12:51,040 +studied it describes what actions or deeds Now all + +212 +00:12:51,040 --> 00:12:53,180 +the businesses they are going to have actions and + +213 +00:12:53,180 --> 00:12:55,400 +deeds which are controlled by three major things + +214 +00:12:55,400 --> 00:13:04,620 +number one time Effort excellent and cost So this + +215 +00:13:04,620 --> 00:13:08,900 +is our framework of the business This is our + +216 +00:13:08,900 --> 00:13:13,070 +framework of the business So all businesses, they + +217 +00:13:13,070 --> 00:13:16,710 +will do their own best to be sure that they will + +218 +00:13:16,710 --> 00:13:20,670 +work and produce with the latest amount of time, + +219 +00:13:21,290 --> 00:13:23,710 +the latest amount of effort, and the latest amount + +220 +00:13:23,710 --> 00:13:27,030 +of cost. In other words, we should express this + +221 +00:13:27,030 --> 00:13:30,250 +relationship by a minus relationship, which means + +222 +00:13:30,250 --> 00:13:36,030 +the latest amount. The latest amount. Okay? Now, + +223 +00:13:36,410 --> 00:13:41,530 +if we are able to do this, This means our title or + +224 +00:13:41,530 --> 00:13:44,310 +our sales organization is classified to be + +225 +00:13:44,310 --> 00:13:48,550 +efficient. However, on the other hand, if we are + +226 +00:13:48,550 --> 00:13:52,070 +not able to control our effort and cost and time, + +227 +00:13:52,630 --> 00:13:56,730 +this means our ability to be an efficient company + +228 +00:13:56,730 --> 00:14:00,470 +is limited and we might be classified to be + +229 +00:14:00,470 --> 00:14:06,010 +inefficient company. Is this + +230 +00:14:06,010 --> 00:14:09,790 +clear? Now let's go to the second hand of this + +231 +00:14:09,790 --> 00:14:13,990 +definition which is effectiveness. Effectiveness + +232 +00:14:13,990 --> 00:14:16,830 +is revolving around one word which are + +233 +00:14:16,830 --> 00:14:23,090 +organizational goals or ends. Therefore completing + +234 +00:14:23,090 --> 00:14:25,230 +activities so that organizational goals are + +235 +00:14:25,230 --> 00:14:29,410 +attained or doing the right things or it means + +236 +00:14:29,410 --> 00:14:32,550 +consent with the ends which means goals. Now let's + +237 +00:14:32,550 --> 00:14:35,300 +come here. If you are going to look at the word + +238 +00:14:35,300 --> 00:14:37,160 +right here, it is adjective. + +239 +00:14:39,860 --> 00:14:42,840 +As you know, adjectives are describing nouns + +240 +00:14:42,840 --> 00:14:46,000 +rather than actions. + +241 +00:14:49,720 --> 00:14:51,960 +Therefore, whenever we are going to say right + +242 +00:14:51,960 --> 00:14:55,880 +things, things means ends or goals. + +243 +00:14:58,340 --> 00:15:02,010 +So this means what? It means the following. The + +244 +00:15:02,010 --> 00:15:04,070 +more the management of the organization will be + +245 +00:15:04,070 --> 00:15:07,770 +able to achieve the goals, the more they are going + +246 +00:15:07,770 --> 00:15:11,910 +to be named to be what? Effective. Or the vice + +247 +00:15:11,910 --> 00:15:14,490 +versa is correct. In other words, if you are not + +248 +00:15:14,490 --> 00:15:17,370 +able to achieve your goals, this means your + +249 +00:15:17,370 --> 00:15:22,470 +company is not effective enough. Is not effective + +250 +00:15:22,470 --> 00:15:27,210 +enough. Now, somebody is going to wonder, are we + +251 +00:15:27,210 --> 00:15:29,550 +talking about an interrelated relationship between + +252 +00:15:29,550 --> 00:15:31,870 +efficiency and effectiveness? The answer is yes. + +253 +00:15:33,210 --> 00:15:35,610 +Therefore, effectiveness and efficiency, both of + +254 +00:15:35,610 --> 00:15:38,450 +them are interrelated and sometimes overlapped. + +255 +00:15:38,910 --> 00:15:42,470 +And what is the meaning of overlapped? In other + +256 +00:15:42,470 --> 00:15:46,090 +words, sometimes one coin or one face of this coin + +257 +00:15:46,090 --> 00:15:49,890 +might be an exhibition for the second face. In + +258 +00:15:49,890 --> 00:15:53,750 +other words, sometimes efficiency We might be + +259 +00:15:53,750 --> 00:15:56,550 +confused and we might say it means the same + +260 +00:15:56,550 --> 00:15:59,330 +meaning of effectiveness and the same thing with + +261 +00:15:59,330 --> 00:16:03,050 +effectiveness regarding efficiency. Let's give + +262 +00:16:03,050 --> 00:16:08,110 +example. Now listen. Imagine we took a decision to + +263 +00:16:08,110 --> 00:16:12,530 +establish our shoes factory. We imagine we are + +264 +00:16:12,530 --> 00:16:15,680 +talking or calculating about this scenario. The + +265 +00:16:15,680 --> 00:16:19,480 +scenario is saying, to produce a pair of shoes, + +266 +00:16:19,760 --> 00:16:24,860 +this process is requiring about one hour. To + +267 +00:16:24,860 --> 00:16:27,820 +produce what? A pair of shoes. + +268 +00:16:32,080 --> 00:16:38,920 +One hour. The price of one hour is + +269 +00:16:38,920 --> 00:16:45,380 +about, for example, let's say two dollars. Two US + +270 +00:16:45,380 --> 00:16:45,600 +dollars. + +271 +00:16:49,440 --> 00:16:53,180 +Imagine regarding the actual work, we are talking + +272 +00:16:53,180 --> 00:16:56,140 +about a scenario where each pair of shoes is + +273 +00:16:56,140 --> 00:17:00,760 +requiring us two hours to be produced. So the cost + +274 +00:17:00,760 --> 00:17:04,980 +for producing a pair of shoes will be four hours. + +275 +00:17:09,600 --> 00:17:13,250 +Or four dollars, sorry, four US dollars. Now, + +276 +00:17:13,390 --> 00:17:17,730 +these four US dollars, is it related to the cost? + +277 +00:17:18,570 --> 00:17:22,450 +Yes. Is it related to the time? Of course. Is it + +278 +00:17:22,450 --> 00:17:24,630 +related to the effort? Of course. + +279 +00:17:28,470 --> 00:17:31,510 +Let's talk about another scenario. Our management + +280 +00:17:31,510 --> 00:17:34,830 +is smart and they innovated a new approach of + +281 +00:17:34,830 --> 00:17:38,170 +producing by which the time is going to be what? + +282 +00:17:39,030 --> 00:17:42,380 +One hour only, not two hours. So in this case, we + +283 +00:17:42,380 --> 00:17:46,420 +are going to talk about what? Two hours. Well, + +284 +00:17:46,460 --> 00:17:49,060 +this is going to be less. The effort and the cost + +285 +00:17:49,060 --> 00:17:51,880 +and the time. So which scenario is better? This + +286 +00:17:51,880 --> 00:17:55,260 +one or that one? This one. Is it related to + +287 +00:17:55,260 --> 00:18:00,900 +profit? Of course. The less cost we are going to + +288 +00:18:00,900 --> 00:18:02,860 +invest and the less effort we are going to invest, + +289 +00:18:03,220 --> 00:18:05,640 +this means the more profit we will gain. And the + +290 +00:18:05,640 --> 00:18:08,760 +vice versa is correct. The profit itself is what? + +291 +00:18:10,490 --> 00:18:15,990 +And the goal is what? Exactly. Because of this, we + +292 +00:18:15,990 --> 00:18:18,830 +are saying if chance and effectiveness, both of + +293 +00:18:18,830 --> 00:18:22,290 +them, they are interrelated or interconnected or + +294 +00:18:22,290 --> 00:18:26,910 +overlapped. The more appropriate, this means we + +295 +00:18:26,910 --> 00:18:29,330 +are talking about the goals. The goals is related + +296 +00:18:29,330 --> 00:18:35,810 +for? This thing is related to? If chance. Because + +297 +00:18:35,810 --> 00:18:37,890 +of this, we cannot separate, we cannot make a + +298 +00:18:37,890 --> 00:18:41,390 +clear cut. between the two definitions. Both of + +299 +00:18:41,390 --> 00:18:44,570 +them, they are interrelated. Any question, any + +300 +00:18:44,570 --> 00:18:48,130 +comments about this? Any question, any comments? + +301 +00:18:49,350 --> 00:18:55,150 +Clear? Fair enough. Go on. Let's talk now about a + +302 +00:18:55,150 --> 00:18:58,990 +new topic which is called business strategy. Under + +303 +00:18:58,990 --> 00:19:02,530 +the business strategy, we will define something + +304 +00:19:02,530 --> 00:19:07,910 +called this strategy. It is founded on what? It + +305 +00:19:07,910 --> 00:19:14,060 +means what? Now listen, the business strategy, it + +306 +00:19:14,060 --> 00:19:17,760 +involves defining and articulating an overall + +307 +00:19:17,760 --> 00:19:21,500 +business mission in addition with its own goals + +308 +00:19:21,500 --> 00:19:26,000 +and finally a mechanism for achieving these goals. + +309 +00:19:27,420 --> 00:19:30,880 +So if we would like to break or divide this + +310 +00:19:30,880 --> 00:19:34,280 +definition into components, we are going to see + +311 +00:19:34,280 --> 00:19:37,700 +the following. Number one, we are talking about + +312 +00:19:37,700 --> 00:19:40,680 +missions. Number two, we are talking about goals. + +313 +00:19:41,420 --> 00:19:43,100 +And number three, we are talking about mechanism + +314 +00:19:43,100 --> 00:19:46,600 +of achieving. This is the definition of business + +315 +00:19:46,600 --> 00:19:50,180 +strategy. So business strategy all the time, + +316 +00:19:50,300 --> 00:19:54,520 +remember, it is a document through which we will + +317 +00:19:54,520 --> 00:20:00,120 +identify mission, then goals, and then a mechanism + +318 +00:20:00,120 --> 00:20:03,500 +for achieving these goals. That's it. This is + +319 +00:20:03,500 --> 00:20:07,870 +what? Business strategy. So once again, business + +320 +00:20:07,870 --> 00:20:11,930 +strategy. We are referring to a document through + +321 +00:20:11,930 --> 00:20:14,670 +which we are going to identify our own mission, + +322 +00:20:14,770 --> 00:20:17,230 +the mission of our business I mean, and second, + +323 +00:20:17,350 --> 00:20:20,490 +the goals of this business, and third, a mechanism + +324 +00:20:20,490 --> 00:20:24,990 +for achieving or implementing these goals. So by + +325 +00:20:24,990 --> 00:20:27,150 +this we are saying we are talking about business + +326 +00:20:27,150 --> 00:20:32,690 +strategy. Is it simple? It's very simple. Okay? + +327 +00:20:33,710 --> 00:20:36,990 +Let's talk about its own sister, which is + +328 +00:20:36,990 --> 00:20:41,070 +marketing strategy. In marketing strategy, + +329 +00:20:41,190 --> 00:20:47,910 +remember, we are referring to a set of integrated + +330 +00:20:47,910 --> 00:20:52,830 +decisions and actions. When we are saying + +331 +00:20:52,830 --> 00:20:55,890 +integrated, it means all the decisions and the + +332 +00:20:55,890 --> 00:20:59,130 +steps, they are influencing one another, or they + +333 +00:20:59,130 --> 00:21:03,500 +are founded on one another. A business undertakes, + +334 +00:21:03,560 --> 00:21:08,800 +a business takes, why? To achieve its marketing + +335 +00:21:08,800 --> 00:21:09,400 +objectives. + +336 +00:21:12,940 --> 00:21:17,200 +So marketing strategy decisions are related to + +337 +00:21:17,200 --> 00:21:21,640 +market segmentation and target marketing as well + +338 +00:21:21,640 --> 00:21:25,720 +as the development of positioning strategy. So + +339 +00:21:25,720 --> 00:21:29,470 +let's divide this definition once again. So + +340 +00:21:29,470 --> 00:21:33,170 +marketing strategy, it is a strategy or a decision + +341 +00:21:33,170 --> 00:21:35,950 +to answer three things. Number one, market + +342 +00:21:35,950 --> 00:21:39,350 +segmentation. Number two, our target customers. + +343 +00:21:40,430 --> 00:21:45,210 +And number three, our positioning strategy. So if + +344 +00:21:45,210 --> 00:21:47,990 +we are able to identify this thing, the market + +345 +00:21:47,990 --> 00:21:51,390 +segmentation, our target group, and our + +346 +00:21:51,390 --> 00:21:53,550 +positioning strategy, this means we are talking + +347 +00:21:53,550 --> 00:21:58,980 +about marketing strategy. Now let's take them one + +348 +00:21:58,980 --> 00:22:03,580 +by one or by giving you an actual example. Now + +349 +00:22:03,580 --> 00:22:11,040 +remember if you are having about five or ten + +350 +00:22:11,040 --> 00:22:15,300 +thousand US dollars and you would like to invest + +351 +00:22:15,300 --> 00:22:18,960 +them in any business around the university or the + +352 +00:22:18,960 --> 00:22:22,000 +university compound, well this university compound + +353 +00:22:22,000 --> 00:22:25,140 +includes Al-Azhar, IUG as well as Al-Aqsa + +354 +00:22:25,140 --> 00:22:30,590 +University. You are saying, I would like to have a + +355 +00:22:30,590 --> 00:22:32,890 +study, I would like to conduct a study through + +356 +00:22:32,890 --> 00:22:35,170 +which I will be sure that my decision is correct + +357 +00:22:35,170 --> 00:22:39,350 +as much as I can. If you would like to have a + +358 +00:22:39,350 --> 00:22:41,770 +correct decision, this means you have to segment + +359 +00:22:41,770 --> 00:22:45,270 +your market. How we are going to segment our + +360 +00:22:45,270 --> 00:22:45,630 +market? + +361 +00:22:48,290 --> 00:22:52,850 +We are going to look at this area and we are going + +362 +00:22:52,850 --> 00:22:54,850 +to look at the people or population. + +363 +00:22:58,380 --> 00:23:00,780 +who are repeatedly coming almost every day to this + +364 +00:23:00,780 --> 00:23:03,960 +area you are going to look at the population and + +365 +00:23:03,960 --> 00:23:06,120 +you are going to feel that the majority of them + +366 +00:23:06,120 --> 00:23:11,960 +they are students the majority of them they are + +367 +00:23:11,960 --> 00:23:16,480 +students now those students they might be male and + +368 +00:23:16,480 --> 00:23:19,740 +they might be female but let's talk about their + +369 +00:23:19,740 --> 00:23:24,240 +own needs if you are going to look at their own + +370 +00:23:24,240 --> 00:23:26,640 +needs you are going to find they will need text + +371 +00:23:26,640 --> 00:23:26,980 +box + +372 +00:23:29,900 --> 00:23:35,680 +they will need stationary exactly they will need + +373 +00:23:35,680 --> 00:23:41,040 +computer services they + +374 +00:23:41,040 --> 00:23:46,640 +will need cheap meals they will need cheap drinks + +375 +00:23:46,640 --> 00:23:49,960 +and + +376 +00:23:49,960 --> 00:23:53,940 +similar needs in this way somebody's going to + +377 +00:23:53,940 --> 00:23:55,940 +wonder why you are writing the word or adjective + +378 +00:23:55,940 --> 00:24:00,260 +cheap Because all of us are students and our + +379 +00:24:00,260 --> 00:24:02,180 +financial capacity is very limited. It's very + +380 +00:24:02,180 --> 00:24:08,800 +humble. It's very limited and very humble. Now, so + +381 +00:24:08,800 --> 00:24:11,280 +the market segmentation is the following. We look + +382 +00:24:11,280 --> 00:24:14,440 +at the population and we found that the students + +383 +00:24:14,440 --> 00:24:16,860 +they are considered to be the biggest group. So + +384 +00:24:16,860 --> 00:24:21,740 +this is what? This is a group. Are we talking + +385 +00:24:21,740 --> 00:24:24,380 +about a characteristic through which we can + +386 +00:24:24,380 --> 00:24:27,350 +identify this group? Yes. What is the + +387 +00:24:27,350 --> 00:24:33,370 +characteristic? Students. All the members within + +388 +00:24:33,370 --> 00:24:37,310 +this group, they are students. Now listen. + +389 +00:24:40,170 --> 00:24:43,410 +So by saying group, we are talking about what? + +390 +00:24:44,370 --> 00:24:48,730 +Target group or target customers. So by this way, + +391 +00:24:48,770 --> 00:24:52,610 +we are coming to the second stage of the marketing + +392 +00:24:52,610 --> 00:24:57,560 +strategy. Now let's focus on now. And let's talk + +393 +00:24:57,560 --> 00:24:59,860 +about business strategy and how it is interrelated + +394 +00:24:59,860 --> 00:25:03,060 +with the marketing strategy. So if you are having + +395 +00:25:03,060 --> 00:25:06,180 +this amount of money, the $10,000 or the $7,000 or + +396 +00:25:06,180 --> 00:25:10,920 +whatever, this means we are going to ask ourselves + +397 +00:25:10,920 --> 00:25:15,200 +this question. What is the best business which we + +398 +00:25:15,200 --> 00:25:18,340 +should go and invest in, an area around these + +399 +00:25:18,340 --> 00:25:23,420 +universities? For example, do you think is it a + +400 +00:25:23,420 --> 00:25:28,080 +good decision to invest A car store around this + +401 +00:25:28,080 --> 00:25:29,400 +area? Why? + +402 +00:25:32,640 --> 00:25:36,660 +Because the students don't need this type of + +403 +00:25:36,660 --> 00:25:40,720 +project. Yes, and they cannot afford the prices of + +404 +00:25:40,720 --> 00:25:44,620 +this product. Is it a good decision to open this + +405 +00:25:44,620 --> 00:25:50,280 +shop? Yes. Is it good to adopt or to open a shop + +406 +00:25:50,280 --> 00:25:54,130 +through which we are going to provide For example, + +407 +00:25:54,990 --> 00:25:59,590 +kebab and shawarma or kofta for the students, not + +408 +00:25:59,590 --> 00:26:03,810 +good enough. Why? Because the prices of meat in + +409 +00:26:03,810 --> 00:26:08,150 +our country is expensive. Therefore, we might not + +410 +00:26:08,150 --> 00:26:10,850 +be sure if all the people or if all the students + +411 +00:26:10,850 --> 00:26:14,970 +are or can afford the price of these meals. So + +412 +00:26:14,970 --> 00:26:17,230 +what is the best decision out of the previous + +413 +00:26:17,230 --> 00:26:21,140 +three examples? Exactly, because the meals are + +414 +00:26:21,140 --> 00:26:24,460 +economic and they are cheap and at the same time + +415 +00:26:24,460 --> 00:26:28,620 +they are classified to be a public dish. Public + +416 +00:26:28,620 --> 00:26:34,840 +favorite dish. So this is the best strategy. How + +417 +00:26:34,840 --> 00:26:37,460 +did we take a decision? Because of the market + +418 +00:26:37,460 --> 00:26:40,460 +segmentation and identifying our target group. + +419 +00:26:42,570 --> 00:26:46,490 +okay is this the end of the story no this isn't + +420 +00:26:46,490 --> 00:26:48,870 +the end of the story now let's come to what + +421 +00:26:48,870 --> 00:26:53,030 +positioning strategy and what is the meaning of + +422 +00:26:53,030 --> 00:26:55,210 +positioning strategy we will talk about this later + +423 +00:26:55,210 --> 00:26:58,130 +on but let's talk about it now positioning + +424 +00:26:58,130 --> 00:27:00,610 +strategy it is equivalent to one word which is + +425 +00:27:00,610 --> 00:27:08,510 +read this perception from the verb perceive what's + +426 +00:27:08,510 --> 00:27:09,050 +the meaning of perceive + +427 +00:27:12,660 --> 00:27:17,820 +Exactly. Now look at here. The perception of the + +428 +00:27:17,820 --> 00:27:22,620 +customers to the product can be influenced through + +429 +00:27:22,620 --> 00:27:23,500 +various factors. + +430 +00:27:26,440 --> 00:27:29,280 +Some of these factors might be related to price. + +431 +00:27:30,380 --> 00:27:32,920 +Some of these factors might be related to quality. + +432 +00:27:33,860 --> 00:27:36,380 +Some of these factors might be related to brand. + +433 +00:27:37,070 --> 00:27:39,810 +name, some of these factors might be related to + +434 +00:27:39,810 --> 00:27:43,310 +the feeling of nationality. Some of these factors + +435 +00:27:43,310 --> 00:27:46,770 +might be related to the color, packaging, etc, + +436 +00:27:46,890 --> 00:27:51,950 +etc, etc. So all these factors, they are factors + +437 +00:27:51,950 --> 00:27:57,750 +which helps you or help you to perceive this + +438 +00:27:57,750 --> 00:28:02,570 +product. And after I'm going to perceive this + +439 +00:28:02,570 --> 00:28:05,170 +product, I'm going to compare it along with the + +440 +00:28:05,170 --> 00:28:10,380 +competitive products. let's give example listen + +441 +00:28:10,380 --> 00:28:18,060 +here let's + +442 +00:28:18,060 --> 00:28:25,680 +talk about two competitive products this + +443 +00:28:25,680 --> 00:28:32,060 +is the item of perception and this is coca-cola + +444 +00:28:32,060 --> 00:28:37,650 +and this is mecca coca-cola And both of them, they + +445 +00:28:37,650 --> 00:28:42,010 +are competitive or competitor products. Now, the + +446 +00:28:42,010 --> 00:28:44,330 +item we are going to compare, look at here, price. + +447 +00:28:46,250 --> 00:28:48,410 +We are going to compare between the two through + +448 +00:28:48,410 --> 00:28:52,730 +quality, experience, + +449 +00:28:56,410 --> 00:28:57,710 +nationality, + +450 +00:29:00,590 --> 00:29:02,890 +what else? + +451 +00:29:07,410 --> 00:29:16,670 +nationality okay we took a brand packaging etc so + +452 +00:29:16,670 --> 00:29:18,850 +these are the factors of our what perception to + +453 +00:29:18,850 --> 00:29:22,830 +the product now let's begin if we would like to + +454 +00:29:22,830 --> 00:29:24,930 +compare between the coca-cola and mecca cola + +455 +00:29:24,930 --> 00:29:29,010 +regarding the price who's the winner mecca because + +456 +00:29:29,010 --> 00:29:32,530 +it is cheaper or less if we would like to compare + +457 +00:29:32,530 --> 00:29:34,490 +between the two products regarding the quality + +458 +00:29:34,490 --> 00:29:41,710 +experience nationality it might be this because + +459 +00:29:41,710 --> 00:29:49,390 +this is american product also brand packaging so + +460 +00:29:49,390 --> 00:29:51,470 +under this current situation who is the winner + +461 +00:29:51,470 --> 00:29:56,730 +this product somebody is going to say when the + +462 +00:29:56,730 --> 00:29:58,690 +company or the marketing strategy they are going + +463 +00:29:58,690 --> 00:30:01,890 +to realize that the winner between these two + +464 +00:30:01,890 --> 00:30:04,290 +competitive products are founded on these factors + +465 +00:30:04,290 --> 00:30:07,530 +is it helpful for them to compete of course + +466 +00:30:07,530 --> 00:30:11,210 +because these are the forces through which we are + +467 +00:30:11,210 --> 00:30:15,550 +going to attract the customer to buy the product + +468 +00:30:15,550 --> 00:30:20,470 +okay well this is the meaning of what positioning + +469 +00:30:20,470 --> 00:30:23,770 +strategy so positioning strategy means perception + +470 +00:30:23,770 --> 00:30:28,960 +how customers perceive or look at the product and + +471 +00:30:28,960 --> 00:30:32,500 +compare it with the competitive products regarding + +472 +00:30:32,500 --> 00:30:35,820 +various items. So if the sales company or + +473 +00:30:35,820 --> 00:30:38,360 +organization will be able to identify these + +474 +00:30:38,360 --> 00:30:42,040 +factors, this means they should work hard on this + +475 +00:30:42,040 --> 00:30:45,240 +factor so that they could satisfy the customers. + +476 +00:30:45,700 --> 00:30:49,480 +By this way, they can ensure a raise of their own + +477 +00:30:49,480 --> 00:30:54,800 +sales. Any question? Any comments? Any question? + +478 +00:30:54,920 --> 00:30:57,860 +Any comments about this? So let's summarize + +479 +00:30:57,860 --> 00:31:02,810 +Marketing strategy once again They are referring + +480 +00:31:02,810 --> 00:31:04,670 +to decisions that are related to market + +481 +00:31:04,670 --> 00:31:07,990 +segmentation, identifying our market or target + +482 +00:31:07,990 --> 00:31:11,350 +group, as well as positioning strategy. All of + +483 +00:31:11,350 --> 00:31:14,590 +them should be answered and they are considered to + +484 +00:31:14,590 --> 00:31:17,130 +be the major elements for having a marketing + +485 +00:31:17,130 --> 00:31:20,810 +strategy. This is important and it might be a + +486 +00:31:20,810 --> 00:31:24,150 +question in the midterm exam. Now let's talk about + +487 +00:31:24,150 --> 00:31:26,930 +segmentation and target market. I think we gave + +488 +00:31:26,930 --> 00:31:30,050 +you many examples about them. Market segmentation + +489 +00:31:30,050 --> 00:31:36,630 +involves aggregating customers into groups. Each + +490 +00:31:36,630 --> 00:31:41,270 +group has one or more common characteristics. + +491 +00:31:42,590 --> 00:31:45,450 +These characteristics might be founded on age, + +492 +00:31:46,330 --> 00:31:50,770 +gender, culture, level of income, etc., etc., + +493 +00:31:50,770 --> 00:31:53,950 +etc., and even residency. What does residency + +494 +00:31:53,950 --> 00:31:58,370 +mean? The location where we are living. All these + +495 +00:31:58,370 --> 00:32:03,460 +are common characteristics. Okay? Number two, this + +496 +00:32:03,460 --> 00:32:07,540 +group has similar needs, like the example through + +497 +00:32:07,540 --> 00:32:09,940 +which we talked about the students. We said they + +498 +00:32:09,940 --> 00:32:12,120 +needed cheap meals, cheap drinks, laptops, + +499 +00:32:12,400 --> 00:32:15,320 +computers, computer services, as well as textbooks + +500 +00:32:15,320 --> 00:32:20,500 +and stationary. So all the needs are similar. Also + +501 +00:32:20,500 --> 00:32:23,240 +the third, they were responsible to marketing + +502 +00:32:23,240 --> 00:32:27,400 +programs. In other words, a man is a student, + +503 +00:32:28,230 --> 00:32:30,150 +Whenever she is going to spend seven or eight + +504 +00:32:30,150 --> 00:32:32,230 +hours in the university, for sure she is going to + +505 +00:32:32,230 --> 00:32:35,390 +be angry. The same thing with Hanin. The same + +506 +00:32:35,390 --> 00:32:39,970 +thing with Bala. So hunger is a common need. A + +507 +00:32:39,970 --> 00:32:44,650 +textbook is a common need. But why? All of us are + +508 +00:32:44,650 --> 00:32:47,150 +students. This is our characteristic within the + +509 +00:32:47,150 --> 00:32:52,170 +membership of this group. Okay? Clear? Any + +510 +00:32:52,170 --> 00:32:55,650 +questions or comments about this? Okay, so let's + +511 +00:32:55,650 --> 00:33:00,630 +sum up.Target marketing refers to the selection + +512 +00:33:00,630 --> 00:33:04,790 +and prioritizing of segments to the company that + +513 +00:33:04,790 --> 00:33:05,730 +will market. + +514 +00:33:17,780 --> 00:33:21,200 +In other words, target marketing refers to the + +515 +00:33:21,200 --> 00:33:24,120 +target group of our customers which we should hunt + +516 +00:33:24,120 --> 00:33:29,080 +down as a + +517 +00:33:29,080 --> 00:33:29,420 +company. + +518 +00:33:37,760 --> 00:33:42,080 +Let's conclude by positioning strategy. As we said + +519 +00:33:42,080 --> 00:33:44,640 +before, whenever we are going to talk about + +520 +00:33:44,640 --> 00:33:46,420 +positioning strategy, we have to remember one word + +521 +00:33:46,420 --> 00:33:51,790 +which is Perception. In other words, positioning + +522 +00:33:51,790 --> 00:33:56,650 +strategy is developed and implemented based on + +523 +00:33:56,650 --> 00:34:01,070 +product, price, distribution and promotion + +524 +00:34:01,070 --> 00:34:04,870 +decisions. A promotion decision includes what? + +525 +00:34:05,250 --> 00:34:08,230 +Packaging with color and etc and other components. + +526 +00:34:09,130 --> 00:34:13,550 +Okay, so positioning occurs in the mind of the + +527 +00:34:13,550 --> 00:34:17,470 +consumer. It is a psychological conceptual process + +528 +00:34:17,470 --> 00:34:21,930 +and refers to how the consumer perceives, + +529 +00:34:22,470 --> 00:34:28,050 +realizes, looks at the product, brand, company vis + +530 +00:34:28,050 --> 00:34:35,410 +-à-vis a competitor's competitive products. Clear? + +531 +00:34:36,320 --> 00:34:39,440 +Any question or comments? So remember and focus on + +532 +00:34:39,440 --> 00:34:42,740 +this word perception. How we are perceiving or + +533 +00:34:42,740 --> 00:34:46,040 +realizing or looking at the product and its own + +534 +00:34:46,040 --> 00:34:52,120 +competitive ones. Regarding what? These items. Are + +535 +00:34:52,120 --> 00:34:55,260 +these items important? Of course. Why? Simply + +536 +00:34:55,260 --> 00:34:58,000 +because if the sales organizations are able to + +537 +00:34:58,000 --> 00:35:02,140 +identify what are the strongest items which are + +538 +00:35:02,140 --> 00:35:04,780 +attracting the customers, this means they will + +539 +00:35:04,780 --> 00:35:08,120 +work on enhancing them. If they succeeded on + +540 +00:35:08,120 --> 00:35:10,800 +enhancing them, they will ensure attracting a + +541 +00:35:10,800 --> 00:35:12,960 +maximum number of customers. + +542 +00:35:15,120 --> 00:35:20,240 +Okay, any questions or comments? Move on, before + +543 +00:35:20,240 --> 00:35:24,840 +move on, listen. What happened in the last two + +544 +00:35:24,840 --> 00:35:28,140 +days? American embassy in Benghazi was attacked + +545 +00:35:28,140 --> 00:35:30,900 +and banned. And the American ambassador got + +546 +00:35:30,900 --> 00:35:34,840 +killed, along with the other three guys. The same + +547 +00:35:34,840 --> 00:35:37,360 +thing with the American embassy in the capital of + +548 +00:35:37,360 --> 00:35:40,780 +Yemen. Also, the American embassy in Cairo was + +549 +00:35:40,780 --> 00:35:44,300 +attacked. And the American flag was burned down. + +550 +00:35:45,340 --> 00:35:48,300 +So all these actions, they are what? They are + +551 +00:35:48,300 --> 00:35:50,440 +actions which are happening in markets, big + +552 +00:35:50,440 --> 00:35:54,440 +markets. So do you think the companies or the + +553 +00:35:54,440 --> 00:35:58,120 +producers or even the distributors, they should + +554 +00:35:58,120 --> 00:36:00,940 +take these accounts or events into account? Of + +555 +00:36:00,940 --> 00:36:05,000 +course. Therefore, if I am an owner of a + +556 +00:36:05,000 --> 00:36:08,900 +supermarket, within the two days or within the + +557 +00:36:08,900 --> 00:36:12,120 +couple of weeks ahead or which are going to come, + +558 +00:36:12,840 --> 00:36:16,360 +I am going to all the time import Mecca Coca-Cola + +559 +00:36:16,360 --> 00:36:20,540 +and try to ignore Coca-Cola at this stage. Why? + +560 +00:36:21,400 --> 00:36:23,960 +Because the item of perception now, which is + +561 +00:36:23,960 --> 00:36:26,720 +considered to be the winning, is nationality. + +562 +00:36:26,960 --> 00:36:31,840 +Exactly. Exactly. So when the consumer is going to + +563 +00:36:31,840 --> 00:36:34,760 +knock down on the supermarket or my shop and he is + +564 +00:36:34,760 --> 00:36:38,280 +going to drink or have a soft drink, for sure the + +565 +00:36:38,280 --> 00:36:41,360 +feeling of nationality is going to be a winning at + +566 +00:36:41,360 --> 00:36:48,570 +this stage. Okay? Now move on finally, so the + +567 +00:36:48,570 --> 00:36:52,190 +fundamental questions now that customers ask about + +568 +00:36:52,190 --> 00:36:55,990 +brands are, number one, who are you? Brand + +569 +00:36:55,990 --> 00:37:01,170 +identity. Are you American product or are you Arab + +570 +00:37:01,170 --> 00:37:04,270 +Muslim product? The same thing, what are you? + +571 +00:37:04,970 --> 00:37:08,350 +Brand meaning. What do I think or feel about you? + +572 +00:37:08,590 --> 00:37:11,630 +Brand responses. What kind and how much + +573 +00:37:11,630 --> 00:37:14,550 +association would I like to have with you? Brand + +574 +00:37:14,550 --> 00:37:18,470 +relationship. Now, all these questions, they are + +575 +00:37:18,470 --> 00:37:21,650 +what? Psychological questions. And who is going to + +576 +00:37:21,650 --> 00:37:25,590 +answer them? The customer. Where? In his own mind + +577 +00:37:25,590 --> 00:37:30,410 +and feelings. You as a sales organization, what + +578 +00:37:30,410 --> 00:37:33,980 +should you do? We should anticipate and study + +579 +00:37:33,980 --> 00:37:37,740 +carefully what are the major points through which + +580 +00:37:37,740 --> 00:37:41,500 +this customer will focus on while he is perceiving + +581 +00:37:41,500 --> 00:37:44,540 +our product in comparison with the competitive + +582 +00:37:44,540 --> 00:37:49,800 +product. Any question, any comments? So far it's + +583 +00:37:49,800 --> 00:37:54,520 +easy, it's clear. Now listen, as we said in the + +584 +00:37:54,520 --> 00:37:57,420 +midterm exam, I might ask you several questions. + +585 +00:37:58,060 --> 00:38:01,280 +Define for example positioning strategy. Explain + +586 +00:38:01,280 --> 00:38:04,680 +marketing strategy or business strategy. Compare + +587 +00:38:04,680 --> 00:38:07,580 +and contrast between business and marketing + +588 +00:38:07,580 --> 00:38:10,120 +strategies. Compare and contrast between + +589 +00:38:10,120 --> 00:38:13,420 +efficiency and effectiveness. All these questions + +590 +00:38:13,420 --> 00:38:17,260 +are very important and they might be in the + +591 +00:38:17,260 --> 00:38:20,740 +middle. Any question or comments? Okay, before I'm + +592 +00:38:20,740 --> 00:38:23,860 +going to conclude, who didn't pick up a sales + +593 +00:38:23,860 --> 00:38:25,700 +organization from Gaza regarding the research + +594 +00:38:25,700 --> 00:38:31,100 +group? Till now you didn't pick up one? You have? + +595 +00:38:31,520 --> 00:38:37,400 +Okay, what's it? Flashpoint? Okay, go on. Hamed + +596 +00:38:37,400 --> 00:38:45,380 +Group? Its core business is what? Food? Food? + +597 +00:38:45,980 --> 00:38:48,300 +Furniture? Okay, hotels? + +598 +00:38:51,880 --> 00:38:55,040 +You do not know now? Who are the members of your + +599 +00:38:55,040 --> 00:38:55,240 +group? + +600 +00:38:59,140 --> 00:39:02,700 +You must choose because work alone isn't allowed. + +601 +00:39:03,600 --> 00:39:07,640 +The group must consist of two members or three or + +602 +00:39:07,640 --> 00:39:12,800 +four. Five isn't allowed. One isn't allowed. Okay. + +603 +00:39:13,540 --> 00:39:16,800 +Are you following me? What's your name? Business + +604 +00:39:16,800 --> 00:39:20,720 +company? Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +605 +00:39:20,720 --> 00:39:21,400 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +606 +00:39:21,400 --> 00:39:26,320 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +607 +00:39:26,320 --> 00:39:26,900 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +608 +00:39:26,900 --> 00:39:28,300 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +609 +00:39:28,300 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +610 +00:39:28,340 --> 00:39:34,360 +Cosmo Cos Okay, next good. Who didn't pick up a + +611 +00:39:34,360 --> 00:39:39,940 +business so far? Who didn't pick up a business? + +612 +00:39:41,200 --> 00:39:43,780 +You must finalize picking up a business. Do you + +613 +00:39:43,780 --> 00:39:44,140 +have a group? + +614 +00:39:47,340 --> 00:39:51,460 +Do you have a group? Who didn't have a group? You? + +615 +00:39:52,180 --> 00:39:56,300 +Raise your hand please. You and you and you. Four? + +616 +00:39:57,700 --> 00:40:01,570 +Okay, look at here. you can join one group if you + +617 +00:40:01,570 --> 00:40:09,290 +would like look at here you can form a group okay + +618 +00:40:09,290 --> 00:40:13,030 +now listen somebody is going to ask what we are + +619 +00:40:13,030 --> 00:40:15,370 +going to do in our research paper next class I'm + +620 +00:40:15,370 --> 00:40:17,710 +going to explain you in a very detailed way what + +621 +00:40:17,710 --> 00:40:21,450 +you should do okay thank you very much see you + +622 +00:40:21,450 --> 00:40:21,870 +next time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w.srt new file mode 100644 index 0000000000000000000000000000000000000000..1ac21feabe8b827f1f464faec6e057c7b2d56587 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w.srt @@ -0,0 +1,1758 @@ + +1 +00:00:21,160 --> 00:00:24,100 +My name is Ahlam Alwakeel, in the Faculty of Commerce + +2 +00:00:24,100 --> 00:00:29,880 +Level 3. I'm going to continue with one of the best ways + +3 +00:00:29,880 --> 00:00:33,280 +to grow and to generate new accounts is qualifying + +4 +00:00:33,280 --> 00:00:38,460 +prospects, which means determining if a prospect + +5 +00:00:38,460 --> 00:00:42,100 +is likely to be converted into a buying customer. Let's + +6 +00:00:46,490 --> 00:00:50,730 +see the maturity of their decision-making, and here + +7 +00:00:50,730 --> 00:00:56,730 +some companies may naturally qualify + +8 +00:00:56,730 --> 00:01:04,210 +leads. Qualifying leads, qualifying leads, + +9 +00:01:04,210 --> 00:01:11,730 +lead. So let's paraphrase. Be natural, be natural. + +10 +00:01:11,730 --> 00:01:17,530 +Let's paraphrase. So here we are talking about + +11 +00:01:18,210 --> 00:01:21,070 +three types of data which salespeople must know + +12 +00:01:21,070 --> 00:01:26,230 +about the qualifying prospects. In other words, if + +13 +00:01:26,230 --> 00:01:31,230 +you would like to identify qualifying + +14 +00:01:31,230 --> 00:01:33,150 +prospects, you need to collect information + +15 +00:01:33,150 --> 00:01:35,870 +according to the following three types. Number one, we + +16 +00:01:35,870 --> 00:01:41,070 +need to identify if the customer needs our product. Number + +17 +00:01:41,070 --> 00:01:46,580 +two. Yes, but I want to say that some companies + +18 +00:01:46,580 --> 00:01:52,460 +may initially generate + +19 +00:01:52,460 --> 00:01:56,800 +leads by phone because it's low cost, and that's + +20 +00:01:56,800 --> 00:02:02,160 +why. The salesperson, the salesperson + +21 +00:02:02,160 --> 00:02:09,060 +will profile all leads. About 12 characteristics that he + +22 +00:02:09,060 --> 00:02:15,980 +must discover in the first call with the customer. He has to + +23 +00:02:15,980 --> 00:02:18,940 +answer 12 questions, such as the current vendor, + +24 +00:02:18,940 --> 00:02:26,460 +and the percentage of savings, and around equipment + +25 +00:02:26,460 --> 00:02:32,100 +and the payback period. When he + +26 +00:02:32,100 --> 00:02:37,790 +answers all 12 questions to the + +27 +00:02:37,790 --> 00:02:42,190 +customer, he will know whether the prospect + +28 +00:02:42,190 --> 00:02:45,210 +is good + +29 +00:02:45,210 --> 00:02:51,670 +enough or whether to walk away from these leads. + +30 +00:02:51,670 --> 00:02:56,200 +And here are three elements that salespeople + +31 +00:02:56,720 --> 00:03:01,340 +need to know about a customer: Customer needs, + +32 +00:03:01,340 --> 00:03:04,320 +it's about qualifying customer needs, it's about + +33 +00:03:05,460 --> 00:03:09,740 +qualifying leads. It refers to those people who + +34 +00:03:09,740 --> 00:03:14,700 +have already used the seller's goods and services and are planning in the near + +35 +00:03:14,700 --> 00:03:19,340 +future to buy them again. + +36 +00:03:19,340 --> 00:03:23,660 +And I want to say that prospects are sometimes so + +37 +00:03:23,660 --> 00:03:25,920 +satisfied with their current suppliers that they + +38 +00:03:28,810 --> 00:03:35,530 +work with, and when their desired needs are satisfied, it's + +39 +00:03:35,530 --> 00:03:39,830 +so difficult to persuade them to switch to another + +40 +00:03:39,830 --> 00:03:45,530 +customer and another product. So, we need to + +41 +00:03:45,530 --> 00:03:51,870 +discover a need and desire that is strong enough to + +42 +00:03:51,870 --> 00:03:55,170 +satisfy his needs. That's clear on them now. + +43 +00:04:04,090 --> 00:04:06,170 +Let's go to number two: Authority to make a + +44 +00:04:06,170 --> 00:04:09,530 +purchase. Authority to make a purchase. Some prospects + +45 +00:04:09,530 --> 00:04:16,170 +do not have enough authority to buy, so it + +46 +00:04:16,170 --> 00:04:19,950 +might create a good and very positive + +47 +00:04:19,950 --> 00:04:23,490 +impression during a call, but ultimately, it's not + +48 +00:04:23,490 --> 00:04:27,230 +beneficial to the companies' payment terms. So the salespeople + +49 +00:04:27,230 --> 00:04:32,910 +in an organization have many problems identifying who + +50 +00:04:32,910 --> 00:04:37,030 +has the authority because of the large number + +51 +00:04:37,030 --> 00:04:39,830 +of people involved in making decisions. And the ability to + +52 +00:04:39,830 --> 00:04:45,670 +pay, and the ability to pay is... I don't know. I need + +53 +00:04:45,670 --> 00:04:51,560 +this product, and I have the authority, but I lack + +54 +00:04:51,560 --> 00:04:54,660 +the financial power to purchase it. So, it's not + +55 +00:04:54,660 --> 00:05:01,220 +productive for the company because they need the + +56 +00:05:01,220 --> 00:05:04,980 +ability to pay enough to make it worthwhile. Therefore, they + +57 +00:05:04,980 --> 00:05:09,620 +always + +58 +00:05:09,620 --> 00:05:10,640 +conduct + +59 +00:05:13,090 --> 00:05:18,850 +an initial screening of prospects based on their + +60 +00:05:18,850 --> 00:05:23,190 +capability and ability to pay and they eliminate + +61 +00:05:23,190 --> 00:05:26,770 +prospects + +62 +00:05:26,770 --> 00:05:33,610 +that present a high credit risk. + +63 +00:05:42,690 --> 00:05:45,370 +Now, I would like to provide you with a real + +64 +00:05:45,370 --> 00:05:45,870 +example. + +65 +00:05:48,630 --> 00:05:53,050 +Now, let's talk about number two. Listen here. + +66 +00:05:53,570 --> 00:05:55,370 +Whenever we are talking about the authority to + +67 +00:05:55,370 --> 00:05:57,130 +make a purchase, this is something very important. + +68 +00:05:57,670 --> 00:06:00,730 +If you are going to deal with any ministry, any + +69 +00:06:00,730 --> 00:06:03,630 +organization, whether it is a private or non-profit + +70 +00:06:03,630 --> 00:06:07,170 +organization or a public one, if this organization + +71 +00:06:07,170 --> 00:06:10,830 +is interested in purchasing something, the decision + +72 +00:06:10,830 --> 00:06:15,450 +involves more than one person. This is + +73 +00:06:15,450 --> 00:06:18,610 +because of the number of + +74 +00:06:18,610 --> 00:06:21,010 +people involved in making organizational decisions. + +75 +00:06:22,130 --> 00:06:24,470 +First, of course, there will be + +76 +00:06:24,470 --> 00:06:27,810 +the director, or the manager, or the chief + +77 +00:06:27,810 --> 00:06:30,390 +executive. Second, there will be the + +78 +00:06:30,390 --> 00:06:34,070 +purchasing officer. Third, it might be a + +79 +00:06:34,070 --> 00:06:36,970 +purchasing committee. Someone might + +80 +00:06:36,970 --> 00:06:39,090 +ask why we need a purchasing committee. + +81 +00:06:39,470 --> 00:06:43,130 +Let's give an example. Imagine Ahlam and a man, both + +82 +00:06:43,130 --> 00:06:45,650 +of whom have a degree in business + +83 +00:06:45,650 --> 00:06:48,470 +administration. They are hired as + +84 +00:06:48,470 --> 00:06:51,810 +purchasing officers in X NGO or X organization. + +85 +00:06:51,810 --> 00:06:55,610 +Imagine their organization needs to purchase + +86 +00:06:56,930 --> 00:07:00,230 +10 or 12 PCs, computers. They are + +87 +00:07:00,230 --> 00:07:05,350 +business administration graduates, but + +88 +00:07:05,350 --> 00:07:07,610 +sometimes they may lack the technical + +89 +00:07:07,610 --> 00:07:10,230 +specifications for good, high-quality + +90 +00:07:10,230 --> 00:07:13,990 +PCs. In this case, they would + +91 +00:07:13,990 --> 00:07:18,190 +want to form a purchasing + +92 +00:07:18,190 --> 00:07:20,970 +committee. The members of this purchasing + +93 +00:07:20,970 --> 00:07:23,580 +committee will have a strong background in + +94 +00:07:23,580 --> 00:07:26,020 +computers, because they will provide + +95 +00:07:26,020 --> 00:07:29,240 +advice, consultation, and technical + +96 +00:07:29,240 --> 00:07:33,120 +information that the purchasing officer might lack. So, if we + +97 +00:07:33,120 --> 00:07:35,540 +count the number of people involved + +98 +00:07:35,540 --> 00:07:41,040 +in the purchasing process, we'll have + +99 +00:07:41,040 --> 00:07:45,480 +the manager, the purchasing officer (in this + +100 +00:07:45,480 --> 00:07:47,980 +example, Ahlam and the man), and three or four members of + +101 +00:07:47,980 --> 00:07:51,200 +the committee; a total of seven or eight people. Because of this, you, as a + +102 +00:07:51,200 --> 00:07:54,120 +salesperson, must determine who has the + +103 +00:07:54,120 --> 00:07:56,240 +most influence over the decision of + +104 +00:07:56,240 --> 00:07:59,540 +whether to purchase or not. In order to identify this person, the salesperson should spend + +105 +00:07:59,540 --> 00:08:03,120 +the most time with the most influential person + +106 +00:08:03,120 --> 00:08:07,940 +and not waste time on those who + +107 +00:08:07,940 --> 00:08:11,360 +do not have the authority to make a purchase decision. + +108 +00:08:11,360 --> 00:08:15,060 +That's the key point. Okay? Now, to + +109 +00:08:15,060 --> 00:08:18,280 +summarize what I’ve said, remember, + +110 +00:08:18,280 --> 00:08:22,620 +to qualify a prospect, we need three "yeses." This means, + +111 +00:08:22,620 --> 00:08:25,600 +"yes," the customer needs our product; "yes," + +112 +00:08:25,600 --> 00:08:31,280 +the customer has the authority to purchase; and "yes," + +113 +00:08:31,280 --> 00:08:34,280 +the customer can pay for our product. If all three are "yes," then + +114 +00:08:34,460 --> 00:08:36,460 +we're dealing with a qualified + +115 +00:08:36,460 --> 00:08:40,600 +prospect. If one "yes" is missing, we should not + +116 +00:08:40,600 --> 00:08:45,300 +consider that customer a qualified prospect. That's it. + +117 +00:08:45,300 --> 00:08:48,340 +Is that clear? Okay, let's move to the second part. Who's + +118 +00:08:48,340 --> 00:09:02,630 +going to start? Okay, that's fine. Now, remember, + +119 +00:09:02,630 --> 00:09:13,790 +this is an example of how some sales agencies assess sales opportunities. The company Siebel, or the Siebel system, assesses sales opportunities based on four factors: First, is there a sales opportunity? + +120 +00:09:13,790 --> 00:09:18,670 +Second, can we compete? Third, can we win? And finally, is it worth winning? + +121 +00:09:18,670 --> 00:09:23,470 +Let's analyze these factors. "Is there an opportunity?" means the sales agency asks itself: We + +122 +00:09:23,470 --> 00:09:26,510 +need to find out about the customer’s + +123 +00:09:26,510 --> 00:09:29,410 +application or project, the customer’s business + +124 +00:09:29,410 --> 00:09:34,170 +profile, financial condition, access to + +125 +00:09:34,170 --> 00:09:37,510 +funds, and any compelling events. Let's pause here and give + +126 +00:09:37,510 --> 00:09:39,790 +an example. What about customer + +127 +00:09:39,790 --> 00:09:43,570 +financial condition or the customer's business profile? Sometimes, for example, we may hear + +128 +00:09:43,570 --> 00:09:45,950 +rumors or news; we have to verify whether + +129 +00:09:47,030 --> 00:09:49,670 +the target firm is facing financial + +130 +00:09:49,670 --> 00:09:52,410 +challenges. Here, when we say “firm,” we are referring to our + +131 +00:09:52,410 --> 00:09:56,450 +customer. If it’s facing financial difficulties, + +132 +00:09:56,450 --> 00:09:59,450 +this might indicate that there may not be a sales + +133 +00:09:59,450 --> 00:10:03,690 +opportunity. Another example is compelling events. If we are + +134 +00:10:03,690 --> 00:10:05,950 +a Greek firm and selling to a Greek firm, + +135 +00:10:05,950 --> 00:10:09,210 +we’d look at Greece to see if there's a + +136 +00:10:09,210 --> 00:10:13,550 +compelling event that might affect the + +137 +00:10:13,550 --> 00:10:17,500 +firm's ability to buy from us. These are examples of reasons + +138 +00:10:17,500 --> 00:10:20,760 +to assess whether or not an opportunity exists. Clear? + +139 +00:10:20,760 --> 00:10:22,800 +If everything looks okay, we can move to + +140 +00:10:22,800 --> 00:10:26,300 +the next stage. We look at formal decision + +141 +00:10:26,300 --> 00:10:29,740 +criteria. We need to check if our solution fits + +142 +00:10:29,740 --> 00:10:33,240 +the customer’s needs. Also we need to check sales + +143 +00:10:33,240 --> 00:10:36,880 +resource requirements, current relationships, and + +144 +00:10:36,880 --> 00:10:43,420 +the unique value proposition. All of the answers here should be positive. If they are positive, we + +145 +00:10:43,420 --> 00:10:46,400 +can look at this sales opportunity from a + +146 +00:10:46,400 --> 00:10:49,640 +different angle: can we win? How can we answer that? + +147 +00:10:49,640 --> 00:10:51,660 +By looking at the following points. + +148 +00:10:52,720 --> 00:10:56,740 +First, inside support: Does management support its + +149 +00:10:56,740 --> 00:10:59,920 +sales team by providing the necessary infrastructure, + +150 +00:10:59,920 --> 00:11:02,940 +tools, bonuses and incentives? We should also consider + +151 +00:11:02,940 --> 00:11:05,460 +executive credibility, cultural compatibility, and any + +152 +00:11:05,460 --> 00:11:09,820 +informal decision criteria or political alignment. Someone may ask + +153 +00:11:09,820 --> 00:11:13,990 +about political alignment. It's important. If we look at the transaction and cooperation between + +154 +00:11:13,990 --> 00:11:17,630 +American and Iranian companies, it is almost nonexistent because + +155 +00:11:17,630 --> 00:11:22,150 +there is no political alignment. But if you look at + +156 +00:11:22,150 --> 00:11:26,450 +the cooperation between Indian and Iranian companies, you'll find + +157 +00:11:26,450 --> 00:11:30,490 +that cooperation is strong because Iran and India both see themselves as + +158 +00:11:30,490 --> 00:11:31,190 +neutral countries. This shows + +159 +00:11:33,860 --> 00:11:35,700 +the importance of political alignment, which can either encourage or + +160 +00:11:35,700 --> 00:11:38,620 +discourage cooperation. Finally, we need to consider: + +161 +00:11:38,620 --> 00:11:41,920 +Is it worth winning? Is this relationship likely to be long term? + +162 +00:11:41,920 --> 00:11:45,300 +What is the expected revenue—short-term, long-term, or strategic? Is it + +163 +00:11:45,300 --> 00:11:47,300 +profitable or not? If all of these questions are answered + +164 +00:11:48,040 --> 00:11:50,040 +positively, this is a good opportunity. However, if they are negative, + +165 +00:11:50,040 --> 00:11:53,260 +then it is unlikely to be realistic, profitable, or achievable. That's an + +166 +00:11:53,760 --> 00:11:56,160 +example of assessing a sales opportunity. Any questions or comments? + +167 +00:11:56,160 --> 00:11:58,380 +Let’s move on. + +168 +00:11:59,900 --> 00:12:02,840 +Compelling events: this means + +169 +00:12:02,840 --> 00:12:06,440 +something that forces action, an external factor + +170 +00:12:06,440 --> 00:12:09,760 +forcing a company to act or make a decision. As mentioned previously, + +171 +00:12:10,000 --> 00:12:12,880 +Greece is a member of the European Union, + +172 +00:12:12,880 --> 00:12:15,280 +but certain situations in the EU, can impact their financial capabilities. + + +223 +00:14:54,050 --> 00:14:56,830 +Overall, this country is suffering from a recession. + +224 +00:14:58,190 --> 00:15:02,150 +Recession now is classified as a compelling + +225 +00:15:02,150 --> 00:15:05,540 +event. So, if you would like to sell something to + +226 +00:15:05,540 --> 00:15:07,880 +a Greek company, we are going to collect + +227 +00:15:07,880 --> 00:15:11,060 +information and we would like to be sure that the + +228 +00:15:11,060 --> 00:15:15,200 +Greek recession for this Greek firm isn't + +229 +00:15:15,200 --> 00:15:18,240 +classified as a compelling event. If it is a + +230 +00:15:18,240 --> 00:15:21,760 +compelling event, this means we are not going to + +231 +00:15:21,760 --> 00:15:26,120 +sell anything to this Greek firm. This is an + +232 +00:15:26,120 --> 00:15:29,460 +example. Sometimes, compelling events also include + +233 +00:15:29,460 --> 00:15:32,300 +situations such as in Gaza; the + +234 +00:15:32,300 --> 00:15:34,260 +closure is considered a compelling event. + +235 +00:15:35,060 --> 00:15:37,020 +The siege is considered a compelling event. + +236 +00:15:37,740 --> 00:15:40,540 +The lack of security is considered a + +237 +00:15:40,540 --> 00:15:43,240 +compelling event. So we can give or provide you + +238 +00:15:43,240 --> 00:15:46,240 +with many examples. Any questions? Any comments + +239 +00:15:46,240 --> 00:15:50,720 +about this? Go on. Okay. Good morning, my name is + +240 +00:15:50,720 --> 00:15:52,440 +Sarah El Wadiya. I specialize in business + +241 +00:15:52,440 --> 00:15:57,000 +administration at the third level. I will explain + +242 +00:15:57,000 --> 00:15:59,960 +managing existing accounts. As we know, + +243 +00:16:00,160 --> 00:16:03,020 +the customer is king. Any organization or any + +244 +00:16:03,020 --> 00:16:07,450 +company without customers will be nothing. And we + +245 +00:16:07,450 --> 00:16:11,330 +know increasing our sales or increasing company + +246 +00:16:11,330 --> 00:16:16,790 +sales is related to ways of keeping our current + +247 +00:16:16,790 --> 00:16:19,670 +customers or attracting new customers; attracting + +248 +00:16:19,670 --> 00:16:24,510 +new customers is more important than keeping + +249 +00:16:24,510 --> 00:16:28,490 +current customers because we don't know if we + +250 +00:16:28,490 --> 00:16:31,550 +attract a new customer whether they will be loyal or not to our + +251 +00:16:31,550 --> 00:16:36,900 +company, or comfortable or not. And a lot of sales + +252 +00:16:36,900 --> 00:16:40,380 +programs + +253 +00:16:40,380 --> 00:16:44,560 +move from transactional to consultative types of + +254 +00:16:44,560 --> 00:16:50,020 +account relationships to enhance and keep our current + +255 +00:16:50,020 --> 00:16:54,940 +accounts. And we talked at the beginning of chapter + +256 +00:16:54,940 --> 00:16:57,740 +three about opportunity management. Opportunity + +257 +00:16:57,740 --> 00:17:00,760 +management prioritizes all companies' resources + +258 +00:17:00,760 --> 00:17:07,980 +to enhance and keep current accounts. And we have + +259 +00:17:07,980 --> 00:17:15,800 +an example in the beginning, Towers Perrin, which + +260 +00:17:15,800 --> 00:17:26,900 +said the figure we have is 33% to keep + +261 +00:17:26,900 --> 00:17:34,320 +attracting new ones, and 42% to keep our current + +262 +00:17:34,320 --> 00:17:37,940 +customers. And we have a saying in Arabic that says, + +263 +00:17:38,080 --> 00:17:42,880 +"A bird in the hand is worth two in the bush." + +264 +00:17:42,880 --> 00:17:43,260 + +265 +00:17:47,380 --> 00:17:51,360 +We will move on to managing the basics, what I explained + +266 +00:17:51,360 --> 00:17:54,080 +about managing existing accounts, managing existing + +267 +00:17:54,080 --> 00:17:58,900 +accounts. Any salesperson must need the ability to + +268 +00:17:58,900 --> 00:18:03,140 +determine long-term value for customers. For example, + +269 +00:18:03,140 --> 00:18:06,520 +they must know the long and short-term demand situation, + +270 +00:18:06,520 --> 00:18:12,120 +competitive landscape, and they must know who + +271 +00:18:12,120 --> 00:18:17,120 +to contact—the profitable customers or + +272 +00:18:17,120 --> 00:18:21,480 +non-profitable customers. Too small here means non- + +273 +00:18:21,480 --> 00:18:27,780 +profitable customers. For example, when we + +274 +00:18:27,780 --> 00:18:32,920 +buy a product, we must know if this product will + +275 +00:18:32,920 --> 00:18:40,650 +be suitable for the customer or not, and if the + +276 +00:18:40,650 --> 00:18:48,430 +price of that product will be covering the cost or + +277 +00:18:48,430 --> 00:18:51,530 +indirect sales expenses. + +278 +00:18:53,050 --> 00:19:00,430 +We must know if it is covering expenses or not. If they + +279 +00:19:00,430 --> 00:19:04,330 +have all these abilities, the salesperson will be in + +280 +00:19:04,330 --> 00:19:06,630 +an excellent position. Excellent position as we + +281 +00:19:06,630 --> 00:19:11,610 +know, to be able to determine long-term value, + +282 +00:19:11,610 --> 00:19:16,530 +competitive demand situation as we said. We have + +283 +00:19:16,530 --> 00:19:19,810 +indirect and direct sales expenses; direct sales + +284 +00:19:19,810 --> 00:19:22,990 +expenses as we know include + +285 +00:19:22,990 --> 00:19:25,410 +salaries, bonuses, travel, communication, + +286 +00:19:25,410 --> 00:19:31,310 +transportation. We must, as I said, must know + +287 +00:19:31,310 --> 00:19:34,730 +if the price of the product will + +288 +00:19:34,730 --> 00:19:39,590 +cover; and we know we have to calculate or + +289 +00:19:40,270 --> 00:19:46,430 +To know if this price will cover, we have two steps: + +290 +00:19:46,650 --> 00:19:50,230 +calculating cost per call and break-even sales + +291 +00:19:50,230 --> 00:19:51,790 +volume. Thank you. + +292 +00:19:57,310 --> 00:20:00,830 +My name is Amira El Amassi, I study accounting at the + +293 +00:20:00,830 --> 00:20:05,250 +fourth level. In this slide we talk about two + +294 +00:20:05,250 --> 00:20:10,650 +steps for sales analysis in accounting. The + +295 +00:20:10,650 --> 00:20:13,790 +first step is calculating the cost per sales call and + +296 +00:20:13,790 --> 00:20:16,470 +the second is calculating the break-even sales + +297 +00:20:16,470 --> 00:20:21,320 +volume. Now we're talking about the first step in + +298 +00:20:21,320 --> 00:20:25,540 +detail: calculating the cost per sales call. + +299 +00:20:25,880 --> 00:20:29,960 +What is the meaning of cost per sales call? This + +300 +00:20:29,960 --> 00:20:34,190 +means it's a function of the number of calls, of course, + +301 +00:20:34,290 --> 00:20:38,750 +you make per day, the number of days available + +302 +00:20:38,750 --> 00:20:42,830 +to call our customers, and the direct selling + +303 +00:20:42,830 --> 00:20:46,670 +expenses. Direct selling expenses include the + +304 +00:20:46,670 --> 00:20:49,570 +direct expenses. Once again, this is something very + +305 +00:20:49,570 --> 00:20:54,070 +important. If we are going to calculate the cost + +306 +00:20:54,070 --> 00:20:57,350 +per call, we are going to talk about functions + +307 +00:20:57,350 --> 00:21:01,560 +consisting of three steps. Step number one: we + +308 +00:21:01,560 --> 00:21:04,320 +have to identify the number of calls you make per + +309 +00:21:04,320 --> 00:21:07,660 +day. Number one, + +310 +00:21:09,100 --> 00:21:11,900 +calculate the number of calls you make per day. + +311 +00:21:14,520 --> 00:21:17,980 +Step number two: we have to calculate the number + +312 +00:21:17,980 --> 00:21:19,960 +of days available to call customers. + +313 +00:21:32,960 --> 00:21:38,300 +Number one, two, and three, exactly. So the + +314 +00:21:38,300 --> 00:21:40,740 +function of these three steps is equivalent to + +315 +00:21:40,740 --> 00:21:46,810 +calculating cost per call. Now, let's + +316 +00:21:46,810 --> 00:21:50,670 +begin with step number three, which is direct + +317 +00:21:50,670 --> 00:21:54,270 +selling expenses. What are direct selling expenses? + +318 +00:21:55,350 --> 00:22:00,030 +They are expenses such as travel, communications, + +319 +00:22:00,530 --> 00:22:04,850 +and compensations. And these expenses, why are they named + +320 +00:22:04,850 --> 00:22:07,950 +direct selling expenses? Because the company + +321 +00:22:07,950 --> 00:22:12,210 +wouldn't incur these expenses without a salesperson + +322 +00:22:12,210 --> 00:22:17,080 +present in the company. In the next slide, + +323 +00:22:17,520 --> 00:22:19,460 +we will apply the practical example. In the next slide, we + +324 +00:22:19,460 --> 00:22:25,560 +apply the practical example. Now listen, direct selling + +325 +00:22:25,560 --> 00:22:30,240 +expenses mean these expenses are linked with the + +326 +00:22:30,240 --> 00:22:34,320 +presence of the salesperson. If the salesperson + +327 +00:22:34,320 --> 00:22:38,440 +is absent, then we cannot talk about these expenses. + +328 +00:22:39,450 --> 00:22:42,610 +Someone might wonder why? Why? Because of + +329 +00:22:42,610 --> 00:22:45,570 +the following: Direct expenses include salaries, + +330 +00:22:46,390 --> 00:22:50,250 +including bonuses, compensations, vacations, + +331 +00:22:50,670 --> 00:22:54,790 +holidays, and so on. All of these things are entitled + +332 +00:22:54,790 --> 00:22:58,470 +to the salesperson. So if the salesperson is + +333 +00:22:58,470 --> 00:23:02,250 +absent, then? No expenses. Exactly. That's it. + +334 +00:23:02,310 --> 00:23:08,350 +Gone. In the next slide, we'll apply a practical example for + +335 +00:23:08,350 --> 00:23:12,450 +an industry product. In the beginning, we list the + +336 +00:23:12,450 --> 00:23:16,970 +direct selling expenses, which include + +337 +00:23:16,970 --> 00:23:20,530 +communications; in the beginning, salary and + +338 +00:23:20,530 --> 00:23:24,190 +different benefits like health insurance. + +339 +00:23:24,830 --> 00:23:27,510 +After that, other direct selling expenses such as + +340 +00:23:27,510 --> 00:23:31,930 +office supplies, communications, meals, and automobile + +341 +00:23:34,170 --> 00:23:37,570 +expenses; it means cars; in other words, we are referring to + +342 +00:23:37,570 --> 00:23:43,270 +means of transportation. We get the total as + +343 +00:23:43,270 --> 00:23:47,030 +105,047.70. After that, we will calculate the calls per + +344 +00:23:47,030 --> 00:23:54,070 +year. Total available days in one year are 260 + +345 +00:23:54,070 --> 00:23:58,430 +days. We list the days the salesperson does not work, like + +346 +00:23:58,430 --> 00:24:04,610 +vacations, holidays, meetings, and + +347 +00:24:04,610 --> 00:24:08,950 +training. After deducting those days from the + +348 +00:24:08,950 --> 00:24:14,870 +total number of days, we get 205 days. And the average number of calls per + +349 +00:24:14,870 --> 00:24:22,620 +day is 3. Now we multiply 205 days by 3, + +350 +00:24:22,620 --> 00:24:30,880 +which is the average calls per day; it will give us + +351 +00:24:30,880 --> 00:24:33,620 +615 calls. That means the average cost per + +352 +00:24:33,620 --> 00:24:38,940 +call will be the total expenses divided by + +353 +00:24:38,940 --> 00:24:42,740 +615, which is + +354 +00:24:42,740 --> 00:24:46,000 +171.05, which is the average cost per call. Don't + +355 +00:24:46,000 --> 00:24:51,650 +talk to me as if we're live; talk with us. You are explaining, + +356 +00:24:51,650 --> 00:24:55,290 +you're talking as if you are talking to us live; you are not talking + +357 +00:24:55,610 --> 00:24:56,950 +to others. Yes, yes. Now we are going to do + +358 +00:24:56,950 --> 00:25:01,670 +the calculations for the average cost per call. + +359 +00:25:01,670 --> 00:25:02,670 + +360 +00:25:06,240 --> 00:25:09,420 +Now, we will calculate the average cost per call + +361 +00:25:09,420 --> 00:25:16,700 +by dividing the total direct expenses by the + +362 +00:25:16,700 --> 00:25:21,580 +total calls per year. The result will be the + +363 +00:25:21,580 --> 00:25:30,180 +average cost per call is 171.05. What does this + +364 +00:25:30,180 --> 00:25:30,480 +number mean? + +365 +00:25:34,680 --> 00:25:42,320 +This number means that the average cost per call + +366 +00:25:42,320 --> 00:25:51,860 +made by the salesperson will be 171.05 per call + +367 +00:25:51,860 --> 00:25:57,540 +on average. Now, listen, + +368 +00:25:57,760 --> 00:25:59,800 +before we go to the second part, + +369 +00:26:03,100 --> 00:26:05,880 +let's focus on some things that Amira skipped or + +370 +00:26:05,880 --> 00:26:08,480 +omitted. Listen here. + +371 +00:26:13,500 --> 00:26:16,580 +Generally, this table is provided as an + +372 +00:26:16,580 --> 00:26:19,660 +illustrative example. It begins with calculating + +373 +00:26:19,660 --> 00:26:22,900 +the direct expenses. We mentioned before that + +374 +00:26:22,900 --> 00:26:26,000 +direct expenses include anything related to the + +375 +00:26:26,000 --> 00:26:29,340 +salesperson: salary, compensation, bonuses, + +376 +00:26:29,700 --> 00:26:31,820 +automobile expenses, lodging, meals, entertainment, + +377 +00:26:32,320 --> 00:26:34,400 +communications, samples, promotional materials, + +378 +00:26:34,660 --> 00:26:37,120 +miscellaneous expenses—all of these are classified as + +379 +00:26:37,120 --> 00:26:39,660 +total direct expenses. So the total direct + +380 +00:26:39,660 --> 00:26:43,120 +expenses is this amount or this sum + +381 +00:26:43,120 --> 00:26:46,540 +of money. Later on, we began talking about step + +382 +00:26:46,540 --> 00:26:49,680 +number two and step number one. How are we going + +383 +00:26:49,680 --> 00:26:53,160 +to calculate the calls per year? Generally, we are + +384 +00:26:53,160 --> 00:26:57,840 +going to talk about 260 days. These are the total + +385 +00:26:57,840 --> 00:27:02,380 +working days in a year. Some of these days + +386 +00:27:02,380 --> 00:27:06,080 +will be classified as vacation days, holidays, + +387 +00:27:06,880 --> 00:27:11,780 +sick days, meetings, training, and so on. So the + +388 +00:27:11,780 --> 00:27:14,700 +total number of days that we are not going to work + +389 +00:27:14,700 --> 00:27:20,940 +is about 55 days. So we have to subtract + +390 +00:27:20,940 --> 00:27:24,280 +this number or this number of days from 260. + +391 +00:27:24,740 --> 00:27:31,440 +So the net working days are 205. The 205, imagine + +392 +00:27:31,440 --> 00:27:33,940 +this as the average number of phone calls per + +393 +00:27:33,940 --> 00:27:36,200 +working day. Then, we are going to multiply + +394 +00:27:36,200 --> 00:27:39,280 +3 by 205. + +395 +00:27:41,510 --> 00:27:47,950 +The total number of calls is 615. Now listen, the 615 we are going + +396 +00:27:47,950 --> 00:27:51,010 +to divide. We are going to + +397 +00:27:51,010 --> 00:27:55,410 +divide the total amount of the direct expenses + +398 +00:27:55,410 --> 00:27:59,690 +by the number of calls. And then the + +399 +00:27:59,690 --> 00:28:03,270 +number we're talking about is about 172 + +400 +00:28:03,270 --> 00:28:09,110 +dollars on average. What does it mean? This is + +401 +00:28:09,110 --> 00:28:15,810 +the magic number now. This is the average cost + +402 +00:28:15,810 --> 00:28:22,210 +per call. What does it mean? What does it mean? + +403 +00:28:25,690 --> 00:28:30,610 +This means if the salesperson is going to deal + +404 +00:28:30,610 --> 00:28:34,530 +with customers—these customers, as we said, might be + +405 +00:28:34,530 --> 00:28:37,790 +individuals, they might be companies, + +406 +00:28:38,410 --> 00:28:42,910 +organizations, etc.—it means the company is going + +407 +00:28:42,910 --> 00:28:47,650 +to ask itself if this amount must be + +408 +00:28:47,650 --> 00:28:53,670 +exceeded by a profitable sales + +409 +00:28:53,670 --> 00:28:55,590 +transaction. + +410 +00:29:02,440 --> 00:29:05,340 +If the sales transaction is going to be more than + +411 +00:29:05,340 --> 00:29:08,920 +that amount; if its profit is more than this amount of money, + +412 +00:29:08,920 --> 00:29:15,860 +then the company is winning; exactly. But if the + +413 +00:29:15,860 --> 00:29:19,520 +sales transaction profit is less than this + +414 +00:29:19,520 --> 00:29:23,600 +amount of money, then the company is losing. Exactly. + +415 +00:29:23,600 --> 00:29:29,760 +This is important. It should be clear now. Let's go to the second + +416 +00:29:29,760 --> 00:29:33,170 +step. The second step is calculating break-even sales + +417 +00:29:33,170 --> 00:29:37,550 +volume. Who's going to cover this? Go on. Any + +418 +00:29:37,550 --> + +445 +00:31:15,060 --> 00:31:21,430 +cost. The price, I mean. Direct expenses should be + +446 +00:31:21,430 --> 00:31:26,950 +included in the selling price, and it will be like + +447 +00:31:26,950 --> 00:31:30,610 +a percentage of the selling price we need to + +448 +00:31:30,610 --> 00:31:34,070 +estimate. Determining the number of calls needed + +449 +00:31:34,070 --> 00:31:36,470 +to close a deal may be based on your own + +450 +00:31:36,470 --> 00:31:41,350 +experience. Of course, it's like a subjective + +451 +00:31:41,350 --> 00:31:46,470 +matter. It's not based on a scientific way. No, + +452 +00:31:46,590 --> 00:31:51,230 +it's just based on our experience and how people + +453 +00:31:51,230 --> 00:31:56,510 +estimate + +454 +00:31:56,510 --> 00:32:02,780 +according to their previous knowledge. Okay, we + +455 +00:32:02,780 --> 00:32:06,420 +have like an equation to calculate the break-even + +456 +00:32:06,420 --> 00:32:09,540 +sales volume. It's cost per call multiplied by + +457 +00:32:09,540 --> 00:32:13,360 +number of calls to close divided by sales calls as + +458 +00:32:13,360 --> 00:32:16,140 +a percent of sales. So this equation is very + +459 +00:32:16,140 --> 00:32:21,470 +essential. Go on. Here, we have examples. Now, Dr. + +460 +00:32:21,550 --> 00:32:25,210 +Rasim said how we calculated the cost per call in + +461 +00:32:25,210 --> 00:32:30,690 +the previous example. Here, we have like, for the + +462 +00:32:30,690 --> 00:32:37,010 +chemicals industry, a cost per call of $165.8, + +463 +00:32:37,590 --> 00:32:42,090 +and the number of calls needed to close a sale is 2.8, + +464 +00:32:42,310 --> 00:32:46,150 +and we have a percentage of 3.4 percent. In the + +465 +00:32:46,150 --> 00:32:50,010 +next slide, we are showing how the calculation is + +466 +00:32:50,010 --> 00:32:56,530 +cost per sales call, and yeah, we will just apply, we + +467 +00:32:56,530 --> 00:32:58,970 +plug the numbers according to the equation. + +468 +00:33:02,120 --> 00:33:05,860 +We just apply the equation. Yes. And the final + +469 +00:33:05,860 --> 00:33:10,820 +result will be $13,654. + +470 +00:33:11,320 --> 00:33:14,660 +So this is the break-even volume. Yeah. What does + +471 +00:33:14,660 --> 00:33:21,140 +it mean? This will be the gain, the profit we need + +472 +00:33:21,140 --> 00:33:26,420 +to make in order to cover the direct expenses. Oh, + +473 +00:33:26,420 --> 00:33:29,580 +exactly, expenses. So if we got this number, this + +474 +00:33:29,580 --> 00:33:32,080 +means we are winning. What does it mean if we are + +475 +00:33:32,080 --> 00:33:38,220 +even? There is no profit margin, nor losing. But + +476 +00:33:38,220 --> 00:33:41,320 +if we didn't maintain this number, this means we + +477 +00:33:41,320 --> 00:33:44,300 +are losing. Because our expenses in this case will + +478 +00:33:44,300 --> 00:33:47,960 +be greater than our profit. Our price needs to be + +479 +00:33:47,960 --> 00:33:50,560 +higher than this? Exactly. If it is more, we are + +480 +00:33:50,560 --> 00:33:51,540 +winning. If it is less, + +481 +00:33:55,660 --> 00:33:58,880 +Yes, any questions about this? Thank you very + +482 +00:33:58,880 --> 00:33:59,080 +much. + +483 +00:34:04,080 --> 00:34:07,720 +Now listen, + +484 +00:34:08,500 --> 00:34:13,120 +what we are going to do next time. We are going to + +485 +00:34:13,120 --> 00:34:16,980 +answer this important question: "I can't afford to + +486 +00:34:16,980 --> 00:34:22,100 +lose this business." This sentence is often uttered + +487 +00:34:22,100 --> 00:34:25,980 +by people who are working as salespersons. So, + +488 +00:34:25,980 --> 00:34:28,240 +who would like to talk about it? If you would + +489 +00:34:28,240 --> 00:34:31,780 +like. What's your name? Sam. So Sam, you are going + +490 +00:34:31,780 --> 00:34:37,920 +to begin with this and this. Okay. This and this. + +491 +00:34:38,420 --> 00:34:40,780 +Second, we are going to talk about factors that must + +492 +00:34:40,780 --> 00:34:44,280 +be considered before dropping a customer. What's + +493 +00:34:44,280 --> 00:34:47,700 +your name? Nadia. Nadia. Dalia. Okay, Dalia. + +494 +00:34:48,760 --> 00:34:50,960 +Dalia, setting account priorities. Also, this is + +495 +00:34:50,960 --> 00:34:58,270 +for you. This is for you. Mention them. Just + +496 +00:34:58,270 --> 00:35:01,710 +mention them. Later on, we are going to explain + +497 +00:35:01,710 --> 00:35:04,430 +them in a very detailed way. The explanation is now + +498 +00:35:04,430 --> 00:35:06,530 +here. Who would like to take the first method? + +499 +00:35:07,430 --> 00:35:09,270 +Corn, single factor model. + +500 +00:35:14,530 --> 00:35:23,210 +Portfolio model. There are two slides here, and + +501 +00:35:23,210 --> 00:35:26,090 +the last one is decision model. Look at the name. + +502 +00:35:26,750 --> 00:35:29,310 +Either with your slides or with what we are going + +503 +00:35:29,310 --> 00:35:31,690 +to take. So next time we are going to take what? + +504 +00:35:32,530 --> 00:35:37,830 +Models. And why do we call these models? There are + +505 +00:35:37,830 --> 00:35:40,770 +four methods for setting account priorities. Pay + +506 +00:35:40,770 --> 00:35:41,230 +attention with me. + +507 +00:35:46,010 --> 00:35:50,990 +Models for setting account priorities. In other + +508 +00:35:50,990 --> 00:35:54,290 +words, how we are going to prioritize our own + +509 +00:35:54,290 --> 00:36:00,190 +customers according to which criteria. In a third + +510 +00:36:00,190 --> 00:36:03,270 +word, if you are going to say Siham is a VIP + +511 +00:36:03,270 --> 00:36:08,010 +customer or Siham is an ordinary customer, our + +512 +00:36:08,010 --> 00:36:11,350 +decision of classifying her is founded on rules, + +513 +00:36:11,490 --> 00:36:14,140 +it is founded on models. We would like to talk + +514 +00:36:14,140 --> 00:36:18,120 +about these models. Models which we are using to + +515 +00:36:18,120 --> 00:36:22,680 +classify our own prospects or customers. Clear? + +516 +00:36:23,140 --> 00:36:24,040 +Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..803d32bb25870ac5069e5f27f1c848408beb5f63 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_postprocess.srt @@ -0,0 +1,2064 @@ +1 +00:00:21,160 --> 00:00:24,100 +My name is Ahlam Alwakeel in Faculty of Commerce + +2 +00:00:24,100 --> 00:00:29,880 +Level 3. I'm going to continue one of the best way + +3 +00:00:29,880 --> 00:00:33,280 +to grow and to generate new accounts is qualify + +4 +00:00:33,280 --> 00:00:38,460 +prospect which means determine if a prospect + +5 +00:00:38,460 --> 00:00:42,100 +determine if a prospect + +6 +00:00:46,490 --> 00:00:50,730 +is likely to be converted to buy a customer. Let's + +7 +00:00:50,730 --> 00:00:56,730 +see in the maturity of making decision and here + +8 +00:00:56,730 --> 00:01:04,210 +some companies may naturally qualifying + +9 +00:01:04,210 --> 00:01:11,730 +lead qualifying lead qualifying + +10 +00:01:11,730 --> 00:01:17,530 +lead So let's paraphrase. Be natural, be natural. + +11 +00:01:18,210 --> 00:01:21,070 +Let's paraphrase. So here we are talking about + +12 +00:01:21,070 --> 00:01:26,230 +three types of data which salesperson must know + +13 +00:01:26,230 --> 00:01:31,230 +about the qualifying prospects. In other words, if + +14 +00:01:31,230 --> 00:01:33,150 +you would like to identify the qualifying + +15 +00:01:33,150 --> 00:01:35,870 +prospects, we need to collect information + +16 +00:01:35,870 --> 00:01:41,070 +according to following three types. Number one, we + +17 +00:01:41,070 --> 00:01:46,580 +need to identify if the customer needs our Number + +18 +00:01:46,580 --> 00:01:52,460 +two. Yes, but I want to say that some companies + +19 +00:01:52,460 --> 00:01:56,800 +may initially + +20 +00:01:56,800 --> 00:02:02,160 +leads by phone because it's low cost and that's + +21 +00:02:02,160 --> 00:02:09,060 +the person who, the salesperson, the salesperson + +22 +00:02:09,060 --> 00:02:15,980 +leads profile all about 12 characteristics that he + +23 +00:02:15,980 --> 00:02:18,940 +in the first call with the customer he have to + +24 +00:02:18,940 --> 00:02:26,460 +answer the 12 questions such as the current vendor + +25 +00:02:26,460 --> 00:02:32,100 +and the percentage of saving and around equipment + +26 +00:02:32,100 --> 00:02:37,790 +and the payback period and That's all, when he + +27 +00:02:37,790 --> 00:02:42,190 +question, answer these all 12 questions to the + +28 +00:02:42,190 --> 00:02:45,210 +customer, he will, that's all, to know just and to + +29 +00:02:45,210 --> 00:02:51,670 +know if the prospect, prospect at least is good + +30 +00:02:51,670 --> 00:02:56,200 +enough or to, to, to walk away from these leads. + +31 +00:02:56,720 --> 00:03:01,340 +And here there's three elements that salesperson + +32 +00:03:01,340 --> 00:03:04,320 +need to know about a customer. Customer needs, + +33 +00:03:05,460 --> 00:03:09,740 +it's about qualify, customer needs, it's about + +34 +00:03:09,740 --> 00:03:14,700 +qualify leads. It's referred to these people who + +35 +00:03:14,700 --> 00:03:19,340 +have already used the, who have already used the + +36 +00:03:19,340 --> 00:03:23,660 +sellers goods and services and planning the near + +37 +00:03:23,660 --> 00:03:25,920 +future to buy it and + +38 +00:03:28,810 --> 00:03:35,530 +And I want to say that prospects sometimes are so + +39 +00:03:35,530 --> 00:03:39,830 +satisfied with the current suppliers that he work + +40 +00:03:39,830 --> 00:03:45,530 +with, and when he satisfy his desired needs, it's + +41 +00:03:45,530 --> 00:03:51,870 +so difficult to move up and to follow another + +42 +00:03:51,870 --> 00:03:55,170 +customer and another product, so we need to + +43 +00:03:55,170 --> 00:04:00,590 +discover a need and desire that is so strong and + +44 +00:04:00,590 --> 00:04:04,030 +to satisfy his need. That's clear on them now. + +45 +00:04:04,090 --> 00:04:06,170 +Let's go to number two. Authority to make + +46 +00:04:06,170 --> 00:04:09,530 +purchase. Authority to make purchase. Some of us + +47 +00:04:09,530 --> 00:04:16,170 +that do not have enough authority to buy, so it + +48 +00:04:16,170 --> 00:04:19,950 +will be just a very good and very flavorful + +49 +00:04:19,950 --> 00:04:23,490 +impression to us when we are making a call to have + +50 +00:04:23,490 --> 00:04:27,230 +information about the goods, but it's not It's not + +51 +00:04:27,230 --> 00:04:32,910 +good to companies in payment. So the sales people + +52 +00:04:32,910 --> 00:04:37,030 +in organization have many problems to identify who + +53 +00:04:37,030 --> 00:04:39,830 +has authority because of the large and huge number + +54 +00:04:39,830 --> 00:04:45,670 +of who involved in making decision. And ability to + +55 +00:04:45,670 --> 00:04:51,560 +pay, and ability to pay is, I don't know. I need + +56 +00:04:51,560 --> 00:04:54,660 +this product and I have this authority, but I have + +57 +00:04:54,660 --> 00:05:01,220 +a lack of financial power purchase. So it's not + +58 +00:05:01,220 --> 00:05:04,980 +productivity to the company because they need the + +59 +00:05:04,980 --> 00:05:09,620 +ability to pay enough to the company. And so they + +60 +00:05:09,620 --> 00:05:10,640 +always + +61 +00:05:13,090 --> 00:05:18,850 +make an initial screen of prospects on their + +62 +00:05:18,850 --> 00:05:23,190 +capability and ability to pay and they eliminate + +63 +00:05:23,190 --> 00:05:26,770 +prospects + +64 +00:05:26,770 --> 00:05:33,610 +that do so high pressure on credit risk. + +65 +00:05:42,690 --> 00:05:45,370 +something we would like to provide you with a real + +66 +00:05:45,370 --> 00:05:45,870 +example. + +67 +00:05:48,630 --> 00:05:53,050 +Now, let's talk about number two. Listen here. + +68 +00:05:53,570 --> 00:05:55,370 +Whenever we are going to talk about authority to + +69 +00:05:55,370 --> 00:05:57,130 +make purchase, this is something very important. + +70 +00:05:57,670 --> 00:06:00,730 +If you are going to enter any ministry, any + +71 +00:06:00,730 --> 00:06:03,630 +organization, either it is a private or non-profit + +72 +00:06:03,630 --> 00:06:07,170 +organization or public one, if this organization + +73 +00:06:07,170 --> 00:06:10,830 +is interested to purchase something, This decision + +74 +00:06:10,830 --> 00:06:15,450 +is attributed to more than one person. Because of + +75 +00:06:15,450 --> 00:06:18,610 +this, we are saying because of the number of the + +76 +00:06:18,610 --> 00:06:21,010 +people involved in making organizational decision. + +77 +00:06:22,130 --> 00:06:24,470 +Number one, of course, he or she is going to be + +78 +00:06:24,470 --> 00:06:27,810 +the director or the manager or the chief of + +79 +00:06:27,810 --> 00:06:30,390 +executive. Number two is going to be the + +80 +00:06:30,390 --> 00:06:34,070 +purchasing officer. Number three, it might be a + +81 +00:06:34,070 --> 00:06:36,970 +purchasing committee. Or somebody is going to + +82 +00:06:36,970 --> 00:06:39,090 +wonder why we have to hire purchasing committee. + +83 +00:06:39,470 --> 00:06:43,130 +Let's give example. Imagine a man or Ahlan, both + +84 +00:06:43,130 --> 00:06:45,650 +of them they are having something called business + +85 +00:06:45,650 --> 00:06:48,470 +administration, a graduate or business + +86 +00:06:48,470 --> 00:06:51,810 +administration degree. And now they are hired as a + +87 +00:06:51,810 --> 00:06:55,610 +purchasing officer in X NGO or in X organization. + +88 +00:06:56,930 --> 00:07:00,230 +Imagine their organization is in a bad need for + +89 +00:07:00,230 --> 00:07:05,350 +purchasing 12 or 10 PCs, computers. Now, they are + +90 +00:07:05,350 --> 00:07:07,610 +a graduate from business administration, or + +91 +00:07:07,610 --> 00:07:10,230 +sometimes a man might not have the technical + +92 +00:07:10,230 --> 00:07:13,990 +specifications about the good and the excellent + +93 +00:07:13,990 --> 00:07:18,190 +PCs. So in this case, a man is going to say, we + +94 +00:07:18,190 --> 00:07:20,970 +would like to hire or assign a purchasing + +95 +00:07:20,970 --> 00:07:23,580 +committee. The members of this purchasing + +96 +00:07:23,580 --> 00:07:26,020 +committee is going to have a good background about + +97 +00:07:26,020 --> 00:07:29,240 +computers. Why? Because they are going to provide + +98 +00:07:29,240 --> 00:07:33,120 +us with advice, with consultation and with other + +99 +00:07:33,120 --> 00:07:35,540 +technical information, which the purchasing + +100 +00:07:35,540 --> 00:07:41,040 +officer is missing. So, if you are going now to + +101 +00:07:41,040 --> 00:07:45,480 +account the number of the persons who are involved + +102 +00:07:45,480 --> 00:07:47,980 +in the purchasing process, they are going to be + +103 +00:07:47,980 --> 00:07:51,200 +the manager, the purchasing officer in this + +104 +00:07:51,200 --> 00:07:54,120 +example a man and three members or four members in + +105 +00:07:54,120 --> 00:07:56,240 +the committee so the total number we are talking + +106 +00:07:56,240 --> 00:07:59,540 +about seven or eight because of this you as a + +107 +00:07:59,540 --> 00:08:03,120 +salesperson you have to value you have to weigh + +108 +00:08:03,120 --> 00:08:07,940 +who is having the most influential decision of + +109 +00:08:07,940 --> 00:08:11,360 +purchasing or not purchasing according to this + +110 +00:08:11,360 --> 00:08:15,060 +identification the salesperson must spend a + +111 +00:08:15,060 --> 00:08:18,280 +maximum or the biggest time with this influential + +112 +00:08:18,280 --> 00:08:22,620 +person And don't waste your time with persons who + +113 +00:08:22,620 --> 00:08:25,600 +do not have authority to make the decision of + +114 +00:08:25,600 --> 00:08:31,280 +purchasing. This is the point here. Okay? Now, to + +115 +00:08:31,280 --> 00:08:34,280 +sum up what Vatah Lam said, all the time remember, + +116 +00:08:34,460 --> 00:08:36,460 +if we would like to say this is a qualifying + +117 +00:08:36,460 --> 00:08:40,600 +prospect, yes or no, we have to answer this is + +118 +00:08:40,600 --> 00:08:45,300 +yes, this is yes, and this is yes. The three yeses + +119 +00:08:45,300 --> 00:08:48,340 +means this customer is in a bad need for our + +120 +00:08:48,340 --> 00:08:51,230 +product. yes this customer has the authority to + +121 +00:08:51,230 --> 00:08:55,230 +purchase or finally yes this customer is able to + +122 +00:08:55,230 --> 00:08:59,210 +pay our product if there are three yeses then we + +123 +00:08:59,210 --> 00:09:02,630 +are talking about qualifying prospects if one yes + +124 +00:09:02,630 --> 00:09:05,170 +is missing then we should not deal with this + +125 +00:09:05,170 --> 00:09:08,270 +customer or prospect as a qualifying one that's it + +126 +00:09:08,270 --> 00:09:13,790 +clear okay go on let's go to the second part who's + +127 +00:09:13,790 --> 00:09:18,670 +going to begin here Okay, that's fine. Now listen, + +128 +00:09:19,290 --> 00:09:23,470 +all the time remember, this is an example for some + +129 +00:09:23,470 --> 00:09:26,510 +of the sales agencies. These sales agencies, they + +130 +00:09:26,510 --> 00:09:29,410 +are going to say how we are going to assess our + +131 +00:09:29,410 --> 00:09:34,170 +sales opportunity. The company is called Siebel or + +132 +00:09:34,170 --> 00:09:37,510 +Siebel system. The Siebel system is assessing the + +133 +00:09:37,510 --> 00:09:39,790 +sales opportunity. The sales opportunity is + +134 +00:09:39,790 --> 00:09:43,570 +founded on four factors. Factor number one, this + +135 +00:09:43,570 --> 00:09:45,950 +is the question, is there a sales opportunity? + +136 +00:09:47,030 --> 00:09:49,670 +Question number two, can we compete? Question + +137 +00:09:49,670 --> 00:09:52,410 +number three, can we win? And finally it is + +138 +00:09:52,410 --> 00:09:56,450 +concluded by, is it worth winning? Now let's + +139 +00:09:56,450 --> 00:09:59,450 +analyze this thing. Is there an opportunity? It + +140 +00:09:59,450 --> 00:10:03,690 +means the sales agency is going to ask itself. We + +141 +00:10:03,690 --> 00:10:05,950 +should identify information about customers + +142 +00:10:05,950 --> 00:10:09,210 +application or project, customers business + +143 +00:10:09,210 --> 00:10:13,550 +profile, customers financial condition, access to + +144 +00:10:13,550 --> 00:10:17,500 +funds, compelling event. stop here let's give + +145 +00:10:17,500 --> 00:10:20,760 +example about this or this anyone okay customer + +146 +00:10:20,760 --> 00:10:22,800 +financial condition or customer business profile + +147 +00:10:22,800 --> 00:10:26,300 +sometimes for example we might wonder or we might + +148 +00:10:26,300 --> 00:10:29,740 +hear in the news or rumors we have to be sure that + +149 +00:10:29,740 --> 00:10:33,240 +if the targeted firm is suffering from financial + +150 +00:10:33,240 --> 00:10:36,880 +challenges or not where when we are talking about + +151 +00:10:36,880 --> 00:10:43,420 +firm the firm here is our customer If it is facing + +152 +00:10:43,420 --> 00:10:46,400 +financial constraints, financial problems or + +153 +00:10:46,400 --> 00:10:49,640 +troubles, this means we might not have an + +154 +00:10:49,640 --> 00:10:51,660 +opportunity, a sales opportunity with this firm. + +155 +00:10:52,720 --> 00:10:56,740 +Another example, a compelling event. If we are a + +156 +00:10:56,740 --> 00:10:59,920 +Greek firm and we are about to sell something for + +157 +00:10:59,920 --> 00:11:02,940 +this Greek firm, we are going to look at Greece + +158 +00:11:02,940 --> 00:11:05,460 +generally and we are going to find that there is a + +159 +00:11:05,460 --> 00:11:09,820 +compelling event which is pressurizing the Greek + +160 +00:11:09,820 --> 00:11:13,990 +firm. This might prevent this firm from selling or + +161 +00:11:13,990 --> 00:11:17,630 +buying from us. So this is considered to be + +162 +00:11:17,630 --> 00:11:22,150 +reasons for having opportunity or reasons for not + +163 +00:11:22,150 --> 00:11:26,450 +having opportunity. Clear? If we finish with this + +164 +00:11:26,450 --> 00:11:30,490 +and everything was okay, then we are going to go + +165 +00:11:30,490 --> 00:11:31,190 +to another list. + +166 +00:11:33,860 --> 00:11:35,700 +We are going to talk about the formal decision + +167 +00:11:35,700 --> 00:11:38,620 +criteria. Also, we are going to go and get + +168 +00:11:38,620 --> 00:11:41,920 +information about solution fit. In other words, is + +169 +00:11:41,920 --> 00:11:45,300 +our product is going to provide them with solution + +170 +00:11:45,300 --> 00:11:47,300 +for their own concerns and problems and needs? + +171 +00:11:48,040 --> 00:11:50,040 +Also, sales resources requirements, current + +172 +00:11:50,040 --> 00:11:53,260 +relationship, unique business value. Once again, + +173 +00:11:53,760 --> 00:11:56,160 +all the comments and all the answers about these + +174 +00:11:56,160 --> 00:11:58,380 +points, they must be positive, they must be okay. + +175 +00:11:59,900 --> 00:12:02,840 +If they are okay, we are going to go and assess + +176 +00:12:02,840 --> 00:12:06,440 +the sales opportunity from the third angle, from + +177 +00:12:06,440 --> 00:12:09,760 +the third perspective. This third perspective is, + +178 +00:12:10,000 --> 00:12:12,880 +can we win? How are we going to determine or + +179 +00:12:12,880 --> 00:12:15,280 +answer this question? By analyzing these things. + +180 +00:12:15,900 --> 00:12:19,140 +Number one, inside support. Is the management + +181 +00:12:19,140 --> 00:12:22,360 +supporting its own sales staff member? Are they + +182 +00:12:22,360 --> 00:12:24,820 +providing them with what they need from + +183 +00:12:24,820 --> 00:12:28,100 +infrastructure, tools, equipment, bonuses, + +184 +00:12:28,320 --> 00:12:31,200 +motivations, and so on? Executive credibility, + +185 +00:12:31,760 --> 00:12:34,020 +cultural compatibility, informal decision + +186 +00:12:34,020 --> 00:12:37,160 +criteria, or political alignment? Somebody might + +187 +00:12:37,160 --> 00:12:39,460 +ask about the political alignment. This is + +188 +00:12:39,460 --> 00:12:42,760 +important. In other words, now if we are going to + +189 +00:12:42,760 --> 00:12:45,400 +talk about the transaction and cooperation between + +190 +00:12:45,400 --> 00:12:48,220 +the American firms and the Iranian, we can find + +191 +00:12:48,220 --> 00:12:52,440 +nothing. Why? Because there isn't Political + +192 +00:12:52,440 --> 00:12:54,900 +alignment. But if you are going to ask the same + +193 +00:12:54,900 --> 00:12:58,020 +question and compare between the cooperation + +194 +00:12:58,020 --> 00:13:03,120 +between the Indians and the Iranians, they are + +195 +00:13:03,120 --> 00:13:07,580 +cooperating in a very nice way. Why? Because Iran + +196 +00:13:07,580 --> 00:13:12,520 +is classifying itself as a neutral country. And + +197 +00:13:12,520 --> 00:13:15,780 +India is classifying itself as a neutral country + +198 +00:13:15,780 --> 00:13:18,040 +as well. Because of this, we are talking about + +199 +00:13:18,040 --> 00:13:20,940 +what? Political alignment. This political + +200 +00:13:20,940 --> 00:13:24,580 +alignment is going to encourage or discourage the + +201 +00:13:24,580 --> 00:13:27,880 +cooperation or the relationship between the seller + +202 +00:13:27,880 --> 00:13:32,280 +and the buyer. Finally, we are talking about this + +203 +00:13:32,280 --> 00:13:36,760 +prospectum. Is it worth winning? First, we have to + +204 +00:13:36,760 --> 00:13:39,700 +know if this relationship is going to be defined + +205 +00:13:39,700 --> 00:13:43,950 +as a short one. Is it a future revenue? Is it a + +206 +00:13:43,950 --> 00:13:46,850 +strategic revenue? Is it profitable? Is it non + +207 +00:13:46,850 --> 00:13:49,830 +-profitable? If the answers for these questions or + +208 +00:13:49,830 --> 00:13:54,870 +issues are positive, this means everything is + +209 +00:13:54,870 --> 00:13:59,030 +okay, so the transaction of selling will be + +210 +00:13:59,030 --> 00:14:02,690 +assessed as a good sales opportunity. But if the + +211 +00:14:02,690 --> 00:14:07,520 +answers for all these questions are negative, then + +212 +00:14:07,520 --> 00:14:12,260 +this opportunity might not be realistic, might not + +213 +00:14:12,260 --> 00:14:16,820 +be profitable, might not be attainable. So this is + +214 +00:14:16,820 --> 00:14:19,860 +an example for assessing opportunities. Any + +215 +00:14:19,860 --> 00:14:21,740 +question or comments about this? Go on. + +216 +00:14:25,180 --> 00:14:31,380 +Compelling events, it is? Compelling it means + +217 +00:14:31,380 --> 00:14:35,890 +something forcing us to do something. an external + +218 +00:14:35,890 --> 00:14:40,250 +factor which is going to force us as a firm to + +219 +00:14:40,250 --> 00:14:44,590 +adopt a situation or to take a decision. Now, when + +220 +00:14:44,590 --> 00:14:47,870 +we explained it, we said, for example, if we + +221 +00:14:47,870 --> 00:14:51,110 +talked about Greece, Greece is one of the European + +222 +00:14:51,110 --> 00:14:53,310 +countries which has a membership in the EU. + +223 +00:14:54,050 --> 00:14:56,830 +Overall, this country is suffering from recession. + +224 +00:14:58,190 --> 00:15:02,150 +Recession now is classified to be a compelling + +225 +00:15:02,150 --> 00:15:05,540 +event. So if you would like to sell something for + +226 +00:15:05,540 --> 00:15:07,880 +a Greek company, we are going to collect + +227 +00:15:07,880 --> 00:15:11,060 +information and we would like to be sure that the + +228 +00:15:11,060 --> 00:15:15,200 +Greek recession for this Greek firm isn't + +229 +00:15:15,200 --> 00:15:18,240 +classified to be a compelling event. If it is a + +230 +00:15:18,240 --> 00:15:21,760 +compelling event, this means we are not going to + +231 +00:15:21,760 --> 00:15:26,120 +sell anything for this Greek firm. This is an + +232 +00:15:26,120 --> 00:15:29,460 +example. Sometimes also compelling events. If you + +233 +00:15:29,460 --> 00:15:32,300 +would like to strike examples about Gaza, the + +234 +00:15:32,300 --> 00:15:34,260 +closure is considered to be a compelling event. + +235 +00:15:35,060 --> 00:15:37,020 +The siege is considered to be a compelling event. + +236 +00:15:37,740 --> 00:15:40,540 +The lack of insecurity is considered to be a + +237 +00:15:40,540 --> 00:15:43,240 +compelling event. So we can give or provide you + +238 +00:15:43,240 --> 00:15:46,240 +with many examples. Any questions, any comments + +239 +00:15:46,240 --> 00:15:50,720 +about this? Go on. Okay. Good morning, my name is + +240 +00:15:50,720 --> 00:15:52,440 +Sarah El Wadiya. I specialize in business + +241 +00:15:52,440 --> 00:15:57,000 +administration in the third level. It will explain + +242 +00:15:57,000 --> 00:15:59,960 +managing the existing account. As we know, + +243 +00:16:00,160 --> 00:16:03,020 +customer is the king. Any organization or any + +244 +00:16:03,020 --> 00:16:07,450 +company without customer will be nothing. and we + +245 +00:16:07,450 --> 00:16:11,330 +know increasing our sales or increasing company + +246 +00:16:11,330 --> 00:16:16,790 +sales related to ways which is keeping our current + +247 +00:16:16,790 --> 00:16:19,670 +customer or attracting our customer attracting a + +248 +00:16:19,670 --> 00:16:24,510 +new customer which is more important keeping + +249 +00:16:24,510 --> 00:16:28,490 +current customers because we don't know if we + +250 +00:16:28,490 --> 00:16:31,550 +attract a new customer will be loyal or not to our + +251 +00:16:31,550 --> 00:16:36,900 +company or comfortable or not And a lot of sales + +252 +00:16:36,900 --> 00:16:40,380 +program + +253 +00:16:40,380 --> 00:16:44,560 +move from transactional to consultative type + +254 +00:16:44,560 --> 00:16:50,020 +account relationship to enhance keep our current + +255 +00:16:50,020 --> 00:16:54,940 +account. And we talked at the beginning of chapter + +256 +00:16:54,940 --> 00:16:57,740 +three about opportunity management. Opportunity + +257 +00:16:57,740 --> 00:17:00,760 +management prioritizing all companies' resources + +258 +00:17:00,760 --> 00:17:07,980 +to enhance, keep current account. And we have + +259 +00:17:07,980 --> 00:17:15,800 +example in the beginning, Towers Burn, which is + +260 +00:17:15,800 --> 00:17:26,900 +said the figure we have. to get 33% to keep + +261 +00:17:26,900 --> 00:17:34,320 +attracting a new one, and 42% to keep our current + +262 +00:17:34,320 --> 00:17:37,940 +customer. And we have code in Arabic that says, + +263 +00:17:38,080 --> 00:17:42,880 +one bird in your hand better than the pen in the + +264 +00:17:42,880 --> 00:17:43,260 +trees. + +265 +00:17:47,380 --> 00:17:51,360 +we will move to managing the basic what I explain + +266 +00:17:51,360 --> 00:17:54,080 +managing existing accounts managing existing + +267 +00:17:54,080 --> 00:17:58,900 +account any salesperson must need must ability to + +268 +00:17:58,900 --> 00:18:03,140 +determine long-term value for customer for example + +269 +00:18:03,140 --> 00:18:06,520 +must know a long short-term demand situation + +270 +00:18:06,520 --> 00:18:12,120 +competitive and they must know must know the who + +271 +00:18:12,120 --> 00:18:17,120 +with whom will contact the profitable customer or + +272 +00:18:17,120 --> 00:18:21,480 +non-profitable customer. Too small here means non + +273 +00:18:21,480 --> 00:18:27,780 +-profitable customer. For example, when we'll + +274 +00:18:27,780 --> 00:18:32,920 +buy a product, we must know if this product will + +275 +00:18:32,920 --> 00:18:40,650 +be comfortable to this customer or not. This price + +276 +00:18:40,650 --> 00:18:48,430 +of that product will be covering the cost or + +277 +00:18:48,430 --> 00:18:51,530 +indirect sales expense. + +278 +00:18:53,050 --> 00:19:00,430 +We must know if covering expenses or not. If they + +279 +00:19:00,430 --> 00:19:04,330 +have all this ability, the salesperson will be in + +280 +00:19:04,330 --> 00:19:06,630 +the excellent position. Excellent position as we + +281 +00:19:06,630 --> 00:19:11,610 +know to be able to determine long-term value + +282 +00:19:11,610 --> 00:19:16,530 +competitive demand situation as we said. we have + +283 +00:19:16,530 --> 00:19:19,810 +indirect direct sales expense direct sales + +284 +00:19:19,810 --> 00:19:22,990 +expenses as we know direct sales expenses include + +285 +00:19:22,990 --> 00:19:25,410 +salaries bonus traveling communication + +286 +00:19:25,410 --> 00:19:31,310 +transportation when must as we as i said must win + +287 +00:19:31,310 --> 00:19:34,730 +must know if this price of the product will + +288 +00:19:34,730 --> 00:19:39,590 +covering and we we know we have to calculate or to + +289 +00:19:40,270 --> 00:19:46,430 +To know this price will cover, we have two steps, + +290 +00:19:46,650 --> 00:19:50,230 +calculating cost per call and break even sales + +291 +00:19:50,230 --> 00:19:51,790 +volume. Thank you. + +292 +00:19:57,310 --> 00:20:00,830 +My name Amira El Amassi, I study accounting at the + +293 +00:20:00,830 --> 00:20:05,250 +fourth level. In this slide we talk about two + +294 +00:20:05,250 --> 00:20:10,650 +steps for the analysis in accounting size. The + +295 +00:20:10,650 --> 00:20:13,790 +first step calculating the cost per sales call and + +296 +00:20:13,790 --> 00:20:16,470 +the second calculating the break-even sales + +297 +00:20:16,470 --> 00:20:21,320 +volume. Now we're talking about the first step in + +298 +00:20:21,320 --> 00:20:25,540 +detail, calculating the cost per sales call. + +299 +00:20:25,880 --> 00:20:29,960 +What's the meaning of cost per sales call? This + +300 +00:20:29,960 --> 00:20:34,190 +meaning is the function of the number Of course, + +301 +00:20:34,290 --> 00:20:38,750 +you make a beer day. The number of days available + +302 +00:20:38,750 --> 00:20:42,830 +to call our customers in the direct selling + +303 +00:20:42,830 --> 00:20:46,670 +expenses. Direct selling expenses include the + +304 +00:20:46,670 --> 00:20:49,570 +unexpenses. Once again, this is something very + +305 +00:20:49,570 --> 00:20:54,070 +important. If we are going to calculate the cost + +306 +00:20:54,070 --> 00:20:57,350 +versus cost, we are going to talk about functions + +307 +00:20:57,350 --> 00:21:01,560 +consisting of three steps. Step number one, we + +308 +00:21:01,560 --> 00:21:04,320 +have to identify the number of calls you make per + +309 +00:21:04,320 --> 00:21:07,660 +day. Number one, + +310 +00:21:09,100 --> 00:21:11,900 +calculate the number of calls you make per day. + +311 +00:21:14,520 --> 00:21:17,980 +Step number two, we have to calculate the number + +312 +00:21:17,980 --> 00:21:19,960 +of days available for the customer. + +313 +00:21:32,960 --> 00:21:38,300 +Number one, two, and three, exactly. So the + +314 +00:21:38,300 --> 00:21:40,740 +function of these three steps is equivalent to + +315 +00:21:40,740 --> 00:21:46,810 +calculating cost versus core, one. Now, let's + +316 +00:21:46,810 --> 00:21:50,670 +begin from step number three, which is direct + +317 +00:21:50,670 --> 00:21:54,270 +selling expenses. What is direct selling expenses? + +318 +00:21:55,350 --> 00:22:00,030 +It's such as expenses like travel, communications, + +319 +00:22:00,530 --> 00:22:04,850 +compensations. And this expenses, why is named + +320 +00:22:04,850 --> 00:22:07,950 +direct selling expenses? Because the company + +321 +00:22:07,950 --> 00:22:12,210 +wouldn't carry these expenses without salesperson + +322 +00:22:12,210 --> 00:22:17,080 +will present in this company. In the next slide, + +323 +00:22:17,520 --> 00:22:19,460 +we apply the practical. In the next slide, we + +324 +00:22:19,460 --> 00:22:25,560 +apply the practical. Now listen, direct selling + +325 +00:22:25,560 --> 00:22:30,240 +expenses means these expenses are linked with the + +326 +00:22:30,240 --> 00:22:34,320 +existence of the salesperson. If the salesperson + +327 +00:22:34,320 --> 00:22:38,440 +is absent, then we cannot talk about the expenses. + +328 +00:22:39,450 --> 00:22:42,610 +Somebody's going to wonder why? Why? Because of + +329 +00:22:42,610 --> 00:22:45,570 +the following. Direct expenses including salaries, + +330 +00:22:46,390 --> 00:22:50,250 +including bonuses, compensations, vacations, + +331 +00:22:50,670 --> 00:22:54,790 +holidays, and so on. All these things are entitled + +332 +00:22:54,790 --> 00:22:58,470 +for the salesperson. So if the salesperson is + +333 +00:22:58,470 --> 00:23:02,250 +absent, then? No expenses. Exactly. That's it. + +334 +00:23:02,310 --> 00:23:08,350 +Gone. In the next slide, we applicable example for + +335 +00:23:08,350 --> 00:23:12,450 +industry product. In the beginning, we list the + +336 +00:23:12,450 --> 00:23:16,970 +direct selling expenses, which includes + +337 +00:23:16,970 --> 00:23:20,530 +communications, in the beginning salary and + +338 +00:23:20,530 --> 00:23:24,190 +different benefits like hospital and insurance. + +339 +00:23:24,830 --> 00:23:27,510 +After that, direct selling expenses such as money + +340 +00:23:27,510 --> 00:23:31,930 +items, communications, meals, automobile. + +341 +00:23:34,170 --> 00:23:37,570 +it means cars in other words we are referring to + +342 +00:23:37,570 --> 00:23:43,270 +the means of transportation and get the total as + +343 +00:23:43,270 --> 00:23:47,030 +one one one hundred five thousand forty seven + +344 +00:23:47,030 --> 00:23:54,070 +seventy and after that will calculate the call per + +345 +00:23:54,070 --> 00:23:58,430 +year. Total available days in the one year, 260 + +346 +00:23:58,430 --> 00:24:04,610 +days. We list the days not work salesperson in the + +347 +00:24:04,610 --> 00:24:08,950 +company, like vacations, holidays, meetings and + +348 +00:24:08,950 --> 00:24:14,870 +training. After deduct the total days from the + +349 +00:24:14,870 --> 00:24:22,620 +list days, give 205 days. and the average cost per + +350 +00:24:22,620 --> 00:24:30,880 +day is 3 cols now multiply the 205 days multiply 3 + +351 +00:24:30,880 --> 00:24:33,620 +which is the average cost per day it will give us + +352 +00:24:33,620 --> 00:24:38,940 +615 cols that's meaning that the average cost per + +353 +00:24:38,940 --> 00:24:42,740 +day will be divided by the total expenses which is + +354 +00:24:42,740 --> 00:24:46,000 +140 + +355 +00:24:46,000 --> 00:24:51,650 +.70 which is the average cost per day Don't talk + +356 +00:24:51,650 --> 00:24:55,290 +with us live, talk with us. You are explaining, + +357 +00:24:55,610 --> 00:24:56,950 +you are talking with us live, you are not talking + +358 +00:24:56,950 --> 00:25:01,670 +with others. Yes, yes. Now we are going to do + +359 +00:25:01,670 --> 00:25:02,670 +calculations for the average. + +360 +00:25:06,240 --> 00:25:09,420 +Now, we will calculate the average cost per call + +361 +00:25:09,420 --> 00:25:16,700 +by dividing the total direct expenses from the + +362 +00:25:16,700 --> 00:25:21,580 +total calls per year. The result will be the + +363 +00:25:21,580 --> 00:25:30,180 +average cost per call is 171,050. What does this + +364 +00:25:30,180 --> 00:25:30,480 +number mean? + +365 +00:25:34,680 --> 00:25:42,320 +This number means that the average cost per call + +366 +00:25:42,320 --> 00:25:51,860 +made by the salesperson will be 170,150 each call + +367 +00:25:51,860 --> 00:25:57,540 +as average. Now listen, + +368 +00:25:57,760 --> 00:25:59,800 +before we are going to go to the second part, + +369 +00:26:03,100 --> 00:26:05,880 +focus on some things which Amira skipped or + +370 +00:26:05,880 --> 00:26:08,480 +ignored. Listen here. + +371 +00:26:13,500 --> 00:26:16,580 +Generally, this table is provided as an + +372 +00:26:16,580 --> 00:26:19,660 +illustrative example. It began with calculating + +373 +00:26:19,660 --> 00:26:22,900 +the direct expenses. We mentioned before a while + +374 +00:26:22,900 --> 00:26:26,000 +that direct expenses including anything related to + +375 +00:26:26,000 --> 00:26:29,340 +salesperson, salary, compensation, bonuses, + +376 +00:26:29,700 --> 00:26:31,820 +automobile, lodging, meals, entertainment, + +377 +00:26:32,320 --> 00:26:34,400 +communications, samples, promotional, + +378 +00:26:34,660 --> 00:26:37,120 +miscellaneous, all these are classified to be + +379 +00:26:37,120 --> 00:26:39,660 +total direct expenses. So the total direct + +380 +00:26:39,660 --> 00:26:43,120 +expenses is this amount of number or this amount + +381 +00:26:43,120 --> 00:26:46,540 +of money. Later on, we began talking about step + +382 +00:26:46,540 --> 00:26:49,680 +number two and step number one. How we are going + +383 +00:26:49,680 --> 00:26:53,160 +to calculate the calls per year. Generally, we are + +384 +00:26:53,160 --> 00:26:57,840 +going to talk about 260 days. These are the total + +385 +00:26:57,840 --> 00:27:02,380 +working days every single year. Some of these days + +386 +00:27:02,380 --> 00:27:06,080 +will be classified as a vacation, other holidays, + +387 +00:27:06,880 --> 00:27:11,780 +other sickness, meetings, training and etc. So the + +388 +00:27:11,780 --> 00:27:14,700 +total of the days which we are not going to work + +389 +00:27:14,700 --> 00:27:20,940 +on, they are about 55 days. So we have to minus + +390 +00:27:20,940 --> 00:27:24,280 +this number or this number of days from the 260. + +391 +00:27:24,740 --> 00:27:31,440 +So the net working days is 205. The 205, imagine + +392 +00:27:31,440 --> 00:27:33,940 +this is the average number of the phone call every + +393 +00:27:33,940 --> 00:27:36,200 +single working day. Then we are going to multiply + +394 +00:27:36,200 --> 00:27:39,280 +3 multiplied by 205. + +395 +00:27:41,510 --> 00:27:47,950 +The calls, 615. Now listen, the 615 we are going + +396 +00:27:47,950 --> 00:27:51,010 +to make a kind of a division. We are going to + +397 +00:27:51,010 --> 00:27:55,410 +divide the money of the total direct expenses + +398 +00:27:55,410 --> 00:27:59,690 +divided by the number of the calls. And then the + +399 +00:27:59,690 --> 00:28:03,270 +number which we are talking about is about 172 + +400 +00:28:03,270 --> 00:28:09,110 +dollars, the average. What does it mean? This is + +401 +00:28:09,110 --> 00:28:15,810 +the magic number now. This is the average of cost + +402 +00:28:15,810 --> 00:28:22,210 +per call. What does it mean? What does it mean? + +403 +00:28:25,690 --> 00:28:30,610 +This means if the salesperson is going to deal + +404 +00:28:30,610 --> 00:28:34,530 +with customers, these customers as we said, they + +405 +00:28:34,530 --> 00:28:37,790 +might be individuals, they might be companies, + +406 +00:28:38,410 --> 00:28:42,910 +organizations, etc. It means the company is going + +407 +00:28:42,910 --> 00:28:47,650 +to ask its own self, this amount of number must be + +408 +00:28:47,650 --> 00:28:53,670 +exceeded by a profitable sales + +409 +00:28:53,670 --> 00:28:55,590 +transaction. + +410 +00:29:02,440 --> 00:29:05,340 +if the sales transaction is going to be more than + +411 +00:29:05,340 --> 00:29:08,920 +its own profit is more than this amount of money + +412 +00:29:08,920 --> 00:29:15,860 +then the company is winning exactly but if the + +413 +00:29:15,860 --> 00:29:19,520 +sales transaction its profit is less than this + +414 +00:29:19,520 --> 00:29:23,600 +amount of money then the company is losing exactly + +415 +00:29:23,600 --> 00:29:29,760 +this is important clear now let's go to the second + +416 +00:29:29,760 --> 00:29:33,170 +step And the second step, calculating sales + +417 +00:29:33,170 --> 00:29:37,550 +volume. Who's going to cover this? Go on. Any + +418 +00:29:37,550 --> 00:29:39,510 +question you're not convinced about this? It's + +419 +00:29:39,510 --> 00:29:42,350 +very easy. By the way, I'm going to ask about it + +420 +00:29:42,350 --> 00:29:47,510 +in the exam. It's important. Okay? Go on. My name + +421 +00:29:47,510 --> 00:29:50,330 +is Ghaydaqab Ramadan. I'm studying accounting, the + +422 +00:29:50,330 --> 00:29:53,570 +fourth level. Now we'll continue the second step + +423 +00:29:53,570 --> 00:29:56,810 +and it's calculating sales volume. + +424 +00:30:01,500 --> 00:30:05,760 +break even sales volume. Here we have definition + +425 +00:30:05,760 --> 00:30:08,420 +of it as the sales volume necessary to cover + +426 +00:30:08,420 --> 00:30:13,160 +direct selling expenses. We have as mentioned, Dr. + +427 +00:30:13,240 --> 00:30:16,880 +Wasim said in the previous step that we have + +428 +00:30:16,880 --> 00:30:20,680 +direct selling expenses related to the + +429 +00:30:20,680 --> 00:30:25,730 +salesperson. And in order to be a winning or to + +430 +00:30:25,730 --> 00:30:28,530 +make a profit, profit margin, we need to cover the + +431 +00:30:28,530 --> 00:30:32,630 +direct expenses. Here it's necessary to calculate + +432 +00:30:32,630 --> 00:30:35,190 +break-even sales volume in order to determine the + +433 +00:30:35,190 --> 00:30:38,730 +minimum size customer that should be purchased. We + +434 +00:30:38,730 --> 00:30:42,590 +need to know how many selling we need to make and + +435 +00:30:42,590 --> 00:30:45,510 +how many customers we need to sell to cover the + +436 +00:30:45,510 --> 00:30:48,560 +expenses that we have. Calculating the break-even + +437 +00:30:48,560 --> 00:30:51,660 +volume requires that we know the number of calls + +438 +00:30:51,660 --> 00:30:55,280 +necessary. Now to know how many sales we need to + +439 +00:30:55,280 --> 00:30:57,700 +make, we need to calculate the number of calls we + +440 +00:30:57,700 --> 00:31:01,560 +will make in order to persuade customers to + +441 +00:31:01,560 --> 00:31:06,920 +purchase from our product. We need the number of + +442 +00:31:06,920 --> 00:31:09,580 +calls necessary to close a sale and what direct + +443 +00:31:09,580 --> 00:31:12,320 +selling expenses are budgeted to be as a + +444 +00:31:12,320 --> 00:31:15,060 +percentage of total sales. Now we have a selling + +445 +00:31:15,060 --> 00:31:21,430 +cost. The price I mean. Direct expenses should be + +446 +00:31:21,430 --> 00:31:26,950 +included in the selling price and it will be like + +447 +00:31:26,950 --> 00:31:30,610 +a percentage of the selling price we need to + +448 +00:31:30,610 --> 00:31:34,070 +estimate. Determining the number of calls needed + +449 +00:31:34,070 --> 00:31:36,470 +to close a deal may be based on your own + +450 +00:31:36,470 --> 00:31:41,350 +experience. Of course, it's like a subjective + +451 +00:31:41,350 --> 00:31:46,470 +matter. It's not based on a scientific way. No, + +452 +00:31:46,590 --> 00:31:51,230 +it's just based on our experience and how people + +453 +00:31:51,230 --> 00:31:56,510 +estimate + +454 +00:31:56,510 --> 00:32:02,780 +according to their previous knowledge. Okay, we + +455 +00:32:02,780 --> 00:32:06,420 +have like an equation to calculate the break-even + +456 +00:32:06,420 --> 00:32:09,540 +sales volume. It's cost per call multiplied by + +457 +00:32:09,540 --> 00:32:13,360 +number of calls to close divided by sales calls as + +458 +00:32:13,360 --> 00:32:16,140 +a percent of sales. So this equation is very + +459 +00:32:16,140 --> 00:32:21,470 +essential. Go on. Here, we have examples. Now, Dr. + +460 +00:32:21,550 --> 00:32:25,210 +Rasim said how we calculated the cost per coal in + +461 +00:32:25,210 --> 00:32:30,690 +the previous example. Here, we have like for the + +462 +00:32:30,690 --> 00:32:37,010 +chemicals industry, a cost per coal cost $165.8, + +463 +00:32:37,590 --> 00:32:42,090 +and number of coals needed to close a sale is 2.8, + +464 +00:32:42,310 --> 00:32:46,150 +and we have the percentage of 3.4 percent. in the + +465 +00:32:46,150 --> 00:32:50,010 +next slide we are showing how the calculation is + +466 +00:32:50,010 --> 00:32:56,530 +cost per sale call and yeah we will just apply we + +467 +00:32:56,530 --> 00:32:58,970 +block the numbers according to the equation + +468 +00:33:02,120 --> 00:33:05,860 +We just apply the equation. Yes. And the final + +469 +00:33:05,860 --> 00:33:10,820 +result will be $13,654. + +470 +00:33:11,320 --> 00:33:14,660 +So this is the break-even volume. Yeah. What does + +471 +00:33:14,660 --> 00:33:21,140 +it mean? This will be the gain, the profit we need + +472 +00:33:21,140 --> 00:33:26,420 +to make in order to cover the direct expenses. Oh + +473 +00:33:26,420 --> 00:33:29,580 +exactly, expenses. So if we got this number, this + +474 +00:33:29,580 --> 00:33:32,080 +means we are winning. What does it mean if we are + +475 +00:33:32,080 --> 00:33:38,220 +even? There is no profit margin. Nor losing. But + +476 +00:33:38,220 --> 00:33:41,320 +if we didn't maintain this number, this means we + +477 +00:33:41,320 --> 00:33:44,300 +are losing. Because our expenses in this case will + +478 +00:33:44,300 --> 00:33:47,960 +be greater than our profit. Our price needs to be + +479 +00:33:47,960 --> 00:33:50,560 +higher than this? Exactly. If it is more, we are + +480 +00:33:50,560 --> 00:33:51,540 +winning. If it is less, + +481 +00:33:55,660 --> 00:33:58,880 +Yes, any questions about this? Thank you very + +482 +00:33:58,880 --> 00:33:59,080 +much. + +483 +00:34:04,080 --> 00:34:07,720 +Now listen, + +484 +00:34:08,500 --> 00:34:13,120 +what we are going to do next time. We are going to + +485 +00:34:13,120 --> 00:34:16,980 +answer this important question. I can't afford to + +486 +00:34:16,980 --> 00:34:22,100 +lose this business. This sentence is often uttered + +487 +00:34:22,100 --> 00:34:25,980 +by the people who are working as sales persons. So + +488 +00:34:25,980 --> 00:34:28,240 +who would like to talk about it? If you would + +489 +00:34:28,240 --> 00:34:31,780 +like. What's your name? Sam. So Sam, you are going + +490 +00:34:31,780 --> 00:34:37,920 +to begin with this and this. Okay. This and this. + +491 +00:34:38,420 --> 00:34:40,780 +Second, we are going to talk about factors. Must + +492 +00:34:40,780 --> 00:34:44,280 +be considered before dropping a customer. What's + +493 +00:34:44,280 --> 00:34:47,700 +your name? Nadia. Nadia. Dalia. Okay, Dalia. + +494 +00:34:48,760 --> 00:34:50,960 +Dalia, setting account priorities. Also, this is + +495 +00:34:50,960 --> 00:34:58,270 +for you. This is for you. Mention them. Just + +496 +00:34:58,270 --> 00:35:01,710 +mention them. Later on, we are going to explain + +497 +00:35:01,710 --> 00:35:04,430 +them in a very detailed way. The explanation now + +498 +00:35:04,430 --> 00:35:06,530 +here. Who would like to take the first method? + +499 +00:35:07,430 --> 00:35:09,270 +Corn, single factor model. + +500 +00:35:14,530 --> 00:35:23,210 +Portfolio model. There are two slides here. And + +501 +00:35:23,210 --> 00:35:26,090 +the last one is decision model. Look at the name. + +502 +00:35:26,750 --> 00:35:29,310 +Either with your slides or with what we are going + +503 +00:35:29,310 --> 00:35:31,690 +to take. So next time we are going to take what? + +504 +00:35:32,530 --> 00:35:37,830 +Models. And why do we call these models? There are + +505 +00:35:37,830 --> 00:35:40,770 +four methods for setting account priorities. Pay + +506 +00:35:40,770 --> 00:35:41,230 +attention with me. + +507 +00:35:46,010 --> 00:35:50,990 +Models for setting account priorities. In other + +508 +00:35:50,990 --> 00:35:54,290 +words, how we are going to prioritize our own + +509 +00:35:54,290 --> 00:36:00,190 +customers according to which criteria. In a third + +510 +00:36:00,190 --> 00:36:03,270 +word, if you are going to say Siham is a VIP + +511 +00:36:03,270 --> 00:36:08,010 +customer or Siham is an ordinary customer, our + +512 +00:36:08,010 --> 00:36:11,350 +decision of classifying here is founded on rules, + +513 +00:36:11,490 --> 00:36:14,140 +it is founded on models. We would like to talk + +514 +00:36:14,140 --> 00:36:18,120 +about these models. Models which we are using to + +515 +00:36:18,120 --> 00:36:22,680 +classify our own prospects or customers. Clear? + +516 +00:36:23,140 --> 00:36:24,040 +Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..fe174305c2121a4aa87fde1c6bef88dff34c5339 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_raw.srt @@ -0,0 +1,2192 @@ +1 +00:00:22,790 --> 00:00:25,890 +okay now we are going to go on to our chapter + +2 +00:00:25,890 --> 00:00:28,890 +number one in the course which is called sales + +3 +00:00:28,890 --> 00:00:32,170 +management and today we are going to talk about + +4 +00:00:32,170 --> 00:00:38,350 +something called sales managers or sales + +5 +00:00:38,350 --> 00:00:41,890 +management so two things will be outlined in + +6 +00:00:41,890 --> 00:00:44,830 +today's class the first one we are going to talk + +7 +00:00:44,830 --> 00:00:47,110 +about something called sales management + +8 +00:00:50,270 --> 00:00:52,390 +Second one we are going to talk about sales + +9 +00:00:52,390 --> 00:00:52,870 +manager. + +10 +00:00:56,550 --> 00:00:58,590 +Regarding the sales management, we are going to + +11 +00:00:58,590 --> 00:01:00,470 +study something called that the sales management + +12 +00:01:00,470 --> 00:01:04,530 +is a process rather than an incident. It is a + +13 +00:01:04,530 --> 00:01:08,050 +process. What is the meaning of the process? We + +14 +00:01:08,050 --> 00:01:10,370 +are going to talk about this later on. A second + +15 +00:01:10,370 --> 00:01:13,810 +thing we would like to have on information or + +16 +00:01:13,810 --> 00:01:17,810 +introduction about the characteristics or traits + +17 +00:01:17,810 --> 00:01:21,330 +which must be available and the personalities of + +18 +00:01:21,330 --> 00:01:25,210 +the people who are working as sales managers. So + +19 +00:01:25,210 --> 00:01:28,550 +these are the two major topics which hopefully we + +20 +00:01:28,550 --> 00:01:30,610 +are going to finalize by the end of this semester. + +21 +00:01:30,970 --> 00:01:34,060 +Let's begin with the first one now. Today we are + +22 +00:01:34,060 --> 00:01:35,540 +going to talk about something called interface. + +23 +00:01:35,640 --> 00:01:39,700 +What's the meaning of interface? Interact. So we + +24 +00:01:39,700 --> 00:01:43,820 +are talking about two kinds of interactions. The + +25 +00:01:43,820 --> 00:01:46,460 +first interaction is going to happen under + +26 +00:01:46,460 --> 00:01:49,380 +something called traditional buyer-seller. The + +27 +00:01:49,380 --> 00:01:52,260 +word traditional is reminding us of the model + +28 +00:01:52,260 --> 00:01:56,400 +which we talked about yesterday, transactional. So + +29 +00:01:56,400 --> 00:02:00,440 +how is the transaction or the interaction is + +30 +00:02:00,440 --> 00:02:03,680 +happening between the seller and the customer + +31 +00:02:03,680 --> 00:02:06,320 +under the model which is called transactional or + +32 +00:02:06,320 --> 00:02:09,680 +traditional? In addition, we are going to compare + +33 +00:02:09,680 --> 00:02:12,020 +it with another kind of interface or interaction + +34 +00:02:12,020 --> 00:02:15,400 +under the model which is called a relationship. + +35 +00:02:16,240 --> 00:02:20,820 +But here we named it to be team, which refers to + +36 +00:02:20,820 --> 00:02:24,240 +the same model. Somebody is going to say, but why + +37 +00:02:24,240 --> 00:02:27,560 +we named it team? Because under the relationship + +38 +00:02:27,560 --> 00:02:31,620 +model, we are looking at the customer as one of + +39 +00:02:31,620 --> 00:02:35,340 +the members of the team. We are looking at the + +40 +00:02:35,340 --> 00:02:38,400 +customer as one of the members of the working + +41 +00:02:38,400 --> 00:02:42,060 +team. Now, let's talk about them in a very + +42 +00:02:42,060 --> 00:02:44,460 +detailed way. I want you to look at this figure, + +43 +00:02:45,820 --> 00:02:49,560 +focus on it, and look at the second figure. And I + +44 +00:02:49,560 --> 00:02:52,560 +would like somebody to outline what are the major + +45 +00:02:52,560 --> 00:02:54,020 +differences between the two figures. + +46 +00:02:56,700 --> 00:02:57,820 +Can you figure it out? + +47 +00:03:00,600 --> 00:03:04,560 +Can you figure it out? Haneen, go on. + +48 +00:03:11,040 --> 00:03:11,480 +Excellent. + +49 +00:03:26,080 --> 00:03:30,660 +Excellent. So let's interpret what Hanin said into + +50 +00:03:30,660 --> 00:03:36,140 +a symbol or in a few words. Therefore, we are + +51 +00:03:36,140 --> 00:03:40,360 +going to make this a small table. The table is + +52 +00:03:40,360 --> 00:03:42,800 +going to be divided into two columns. The first + +53 +00:03:42,800 --> 00:03:45,120 +column, we are going to talk about traditional. + +54 +00:03:47,300 --> 00:03:53,180 +Buyer, seller, interact. The second one, we are + +55 +00:03:53,180 --> 00:03:56,710 +going to talk about the buyer. seller, + +56 +00:03:56,710 --> 00:04:02,010 +interactive, team. As Hanin said, the first + +57 +00:04:02,010 --> 00:04:04,430 +difference between the two, look at the figure, + +58 +00:04:05,130 --> 00:04:07,270 +the meeting between the supplier and the customer, + +59 +00:04:07,490 --> 00:04:10,450 +it's very narrow and shallow. It's very narrow and + +60 +00:04:10,450 --> 00:04:13,390 +shallow. But why? Because look, the meeting is + +61 +00:04:13,390 --> 00:04:16,190 +only in one point. This is the meeting point of + +62 +00:04:16,190 --> 00:04:22,830 +interface. This point is a symbol. Symbol means + +63 +00:04:22,830 --> 00:04:28,350 +rams. that the transaction or the deal between the + +64 +00:04:28,350 --> 00:04:32,730 +seller and the supplier has completed, has + +65 +00:04:32,730 --> 00:04:36,810 +finished. So if the deal is going to be finalized, + +66 +00:04:36,950 --> 00:04:41,050 +this means the relationship will not be in effect + +67 +00:04:41,050 --> 00:04:44,490 +or enforced. It will vanish. But before the + +68 +00:04:44,490 --> 00:04:46,510 +transaction, the same thing, we are not talking + +69 +00:04:46,510 --> 00:04:52,150 +about any kind of relationship. As Hanin said, if + +70 +00:04:52,150 --> 00:04:54,050 +you are going to look at this, we are talking + +71 +00:04:54,050 --> 00:04:56,630 +about a triangle. The first triangle which + +72 +00:04:56,630 --> 00:04:58,850 +reflects the supplier and the second triangle + +73 +00:04:58,850 --> 00:05:01,950 +which reflects the customer. But the meaning of + +74 +00:05:01,950 --> 00:05:04,970 +the interface here, it isn't focusing on one point + +75 +00:05:04,970 --> 00:05:08,810 +like this. We are talking about a very wide + +76 +00:05:08,810 --> 00:05:14,750 +relationship. Very wide relationship. And this + +77 +00:05:14,750 --> 00:05:17,930 +relationship might consist of various components. + +78 +00:05:19,410 --> 00:05:24,890 +Components of what? Deal or transaction. + +79 +00:05:28,670 --> 00:05:32,970 +We called it here, deal or transaction. But here + +80 +00:05:32,970 --> 00:05:35,190 +we are talking about one type of relationship. But + +81 +00:05:35,190 --> 00:05:37,250 +here we are talking about other types of + +82 +00:05:37,250 --> 00:05:40,050 +relationship, including look, collecting + +83 +00:05:40,050 --> 00:05:40,710 +information. + +84 +00:05:46,270 --> 00:05:51,430 +Look, advising. Look, consultation. + +85 +00:05:54,110 --> 00:05:55,830 +Look, problem solving. + +86 +00:06:00,280 --> 00:06:00,880 +Satisfaction. + +87 +00:06:04,720 --> 00:06:08,180 +Invitation. Somebody's going to say, what's the + +88 +00:06:08,180 --> 00:06:10,880 +meaning of invitation? Invitation our customer to + +89 +00:06:10,880 --> 00:06:13,820 +various occasions, like trips, journals, offers, + +90 +00:06:14,060 --> 00:06:17,980 +or whatever. So all these things are what? All + +91 +00:06:17,980 --> 00:06:20,880 +these incidents or all these occasions, they are + +92 +00:06:20,880 --> 00:06:23,420 +outlined through the line of the relationship of + +93 +00:06:23,420 --> 00:06:27,660 +the interface. But here, we are only talking about + +94 +00:06:27,660 --> 00:06:31,420 +one specific narrow shallow relationship, which + +95 +00:06:31,420 --> 00:06:35,580 +means the relationship will happen under a moment. + +96 +00:06:36,100 --> 00:06:39,440 +This moment reflects the transaction or the deal. + +97 +00:06:40,800 --> 00:06:43,080 +So if you are going to summarize what we have just + +98 +00:06:43,080 --> 00:06:45,640 +said in this table, we are going to write the + +99 +00:06:45,640 --> 00:06:48,220 +following. First, the relationship here is very + +100 +00:06:48,220 --> 00:06:48,640 +short. + +101 +00:06:51,460 --> 00:06:52,600 +It's tumbulantly. + +102 +00:06:56,520 --> 00:06:58,740 +But here, we are talking about long relationship. + +103 +00:07:00,220 --> 00:07:03,720 +Also, we are talking about permanent relationship. + +104 +00:07:05,980 --> 00:07:08,920 +Here, we are talking about, look, narrow + +105 +00:07:08,920 --> 00:07:15,200 +relationship. Here, very wide. Okay, now, what + +106 +00:07:15,200 --> 00:07:17,940 +else? Also, in the traditional relationship, we + +107 +00:07:17,940 --> 00:07:19,420 +are talking about a momentum. + +108 +00:07:23,440 --> 00:07:28,550 +Momentum, it comes from moment. But this one, it + +109 +00:07:28,550 --> 00:07:30,090 +is what? Sustainable. + +110 +00:07:33,810 --> 00:07:36,070 +So this is the difference between the interface + +111 +00:07:36,070 --> 00:07:39,190 +under the traditional buyer-seller interface and + +112 +00:07:39,190 --> 00:07:43,930 +the buyer-seller interface theme. This is briefly + +113 +00:07:43,930 --> 00:07:48,490 +the differences. In addition, we are going to talk + +114 +00:07:48,490 --> 00:07:50,250 +about the type of relationship. Here we are going + +115 +00:07:50,250 --> 00:07:56,810 +to add one word, transaction or deal. But here, we + +116 +00:07:56,810 --> 00:07:58,630 +are going to talk about all these things, + +117 +00:07:58,830 --> 00:08:02,150 +advising, problem solving, collecting information, + +118 +00:08:02,630 --> 00:08:05,170 +providing offers, providing information and so on + +119 +00:08:05,170 --> 00:08:08,030 +and so on. Because of this, we said this is very + +120 +00:08:08,030 --> 00:08:14,050 +wide, but this is very narrow. Any question? Any + +121 +00:08:14,050 --> 00:08:17,100 +comments about this? In the midterm exam, you + +122 +00:08:17,100 --> 00:08:20,560 +might have a challenge regarding this issue. For + +123 +00:08:20,560 --> 00:08:23,480 +example, I might ask you explain briefly or + +124 +00:08:23,480 --> 00:08:27,680 +describe briefly the relationship or the interface + +125 +00:08:27,680 --> 00:08:32,740 +which might come as a result of bi-cellular + +126 +00:08:32,740 --> 00:08:37,340 +interface or bi-cellular interface team. This is + +127 +00:08:37,340 --> 00:08:40,840 +one of the possible questions. Once again, explain + +128 +00:08:40,840 --> 00:08:46,410 +briefly the types of the relationships which might + +129 +00:08:46,410 --> 00:08:52,150 +come as a result of traditional buyer-seller + +130 +00:08:52,150 --> 00:08:57,610 +interface or buyer-seller interface team? This is + +131 +00:08:57,610 --> 00:09:00,710 +one of the possible questions. I think now it is + +132 +00:09:00,710 --> 00:09:03,390 +understandable. Any question, any comments about + +133 +00:09:03,390 --> 00:09:07,690 +this? Let's give example, so that the theory which + +134 +00:09:07,690 --> 00:09:10,070 +we are talking about is going to be stuck in your + +135 +00:09:10,070 --> 00:09:15,250 +mind, not in your memory. In your mind, not in + +136 +00:09:15,250 --> 00:09:17,730 +your memory. As we said, we do not want + +137 +00:09:17,730 --> 00:09:22,750 +memorization. Now, listen. Imagine one or somebody + +138 +00:09:22,750 --> 00:09:26,810 +from you would like to buy a laptop. He went to + +139 +00:09:26,810 --> 00:09:30,890 +any store in Gaza. He asked the seller the + +140 +00:09:30,890 --> 00:09:33,630 +following questions. What is the price of this + +141 +00:09:33,630 --> 00:09:38,270 +laptop? Where was it manufactured? What are the + +142 +00:09:38,270 --> 00:09:40,730 +raw materials which are used in manufacturing? + +143 +00:09:41,560 --> 00:09:45,660 +What is the insurance license or warranty? Is + +144 +00:09:45,660 --> 00:09:48,620 +there a replacement parts? Are you making + +145 +00:09:48,620 --> 00:09:53,020 +maintenance? And so on and so on and so on. So + +146 +00:09:53,020 --> 00:09:58,020 +this person who is you asked many questions for + +147 +00:09:58,020 --> 00:10:02,400 +the seller. The seller was able to answer all + +148 +00:10:02,400 --> 00:10:08,060 +these questions smoothly and confidently. After + +149 +00:10:08,060 --> 00:10:10,600 +you are going to finish the transaction and you + +150 +00:10:10,600 --> 00:10:13,200 +are going to get the laptop in your hand and you + +151 +00:10:13,200 --> 00:10:16,280 +will return back home, I want to ask you this + +152 +00:10:16,280 --> 00:10:21,440 +simple question. If you were in another need for + +153 +00:10:21,440 --> 00:10:23,960 +buying something related to IT or laptops or + +154 +00:10:23,960 --> 00:10:26,640 +whatever, what is the possibility of returning + +155 +00:10:26,640 --> 00:10:29,000 +back to deal with this seller once again? + +156 +00:10:31,980 --> 00:10:37,040 +High, so 13 it might increase more than 80% a + +157 +00:10:37,040 --> 00:10:40,100 +probability of repeating the same experience with + +158 +00:10:40,100 --> 00:10:44,140 +the same seller. This is a scenario, let's look at + +159 +00:10:44,140 --> 00:10:46,920 +another scenario. The second scenario is the + +160 +00:10:46,920 --> 00:10:50,020 +following, you want to buy a laptop, once again, + +161 +00:10:51,160 --> 00:10:55,560 +you ask several questions, but unfortunately, the + +162 +00:10:55,560 --> 00:10:58,380 +seller wasn't able to answer any one of these + +163 +00:10:58,380 --> 00:11:02,500 +questions except one question, the price. After + +164 +00:11:02,500 --> 00:11:04,900 +you are going to return back home, what is the + +165 +00:11:04,900 --> 00:11:07,120 +possibility that you are going to repeat the same + +166 +00:11:07,120 --> 00:11:10,340 +experience with this seller? It might be less than + +167 +00:11:10,340 --> 00:11:15,040 +20%. So the first scenario is buyer-seller + +168 +00:11:15,040 --> 00:11:18,720 +interface team example. The second scenario is + +169 +00:11:18,720 --> 00:11:23,260 +traditional buyer-seller interface. Any question? + +170 +00:11:23,380 --> 00:11:27,120 +Any comments about this? Any question? Any + +171 +00:11:27,120 --> 00:11:32,290 +comments? Okay, move on. Move. Now let's talk + +172 +00:11:32,290 --> 00:11:35,750 +about the sales management process. Look at here, + +173 +00:11:36,130 --> 00:11:41,410 +we are talking about sales management process. The + +174 +00:11:41,410 --> 00:11:44,050 +word process means we are not talking about + +175 +00:11:44,050 --> 00:11:49,450 +incident, we are talking about process. The + +176 +00:11:49,450 --> 00:11:53,540 +process looks like the meal. If you are going to + +177 +00:11:53,540 --> 00:11:56,120 +or if you are about to prepare a meal for your + +178 +00:11:56,120 --> 00:11:59,220 +family members, we cannot say, Wallahi, we are + +179 +00:11:59,220 --> 00:12:01,920 +going to bring the salt or salt is going to be the + +180 +00:12:01,920 --> 00:12:06,300 +meal. But why? Because salt is one component. Do + +181 +00:12:06,300 --> 00:12:08,940 +we need other components? Of course. You need + +182 +00:12:08,940 --> 00:12:12,800 +tomato, vegetables, etc. The same thing with the + +183 +00:12:12,800 --> 00:12:15,540 +process of sales management. Process of sales + +184 +00:12:15,540 --> 00:12:18,220 +management has various components. The first + +185 +00:12:18,220 --> 00:12:21,300 +component is the following. We have to focus on + +186 +00:12:21,300 --> 00:12:26,340 +the big picture. this means don't think now of + +187 +00:12:26,340 --> 00:12:32,960 +your bucket don't think now of the profit only if + +188 +00:12:32,960 --> 00:12:36,780 +you are going to do that this means you are a + +189 +00:12:36,780 --> 00:12:41,660 +sales manager who is having short-sighted vision + +190 +00:12:41,660 --> 00:12:45,880 +short-sighted vision what's the meaning of this + +191 +00:12:45,880 --> 00:12:50,910 +exactly Fortune and profitability will come to + +192 +00:12:50,910 --> 00:12:55,590 +you, but be patient. Look at the big picture, not + +193 +00:12:55,590 --> 00:12:58,550 +on a part from this picture, which is + +194 +00:12:58,550 --> 00:13:02,450 +profitability. This is number one. Number two, + +195 +00:13:03,530 --> 00:13:05,470 +roles of the sales force must be identified + +196 +00:13:05,470 --> 00:13:11,320 +clearly. In other words, If you are going to make + +197 +00:13:11,320 --> 00:13:15,400 +a sales team, remember each member from this sales + +198 +00:13:15,400 --> 00:13:19,380 +team they must or he or she must have specific + +199 +00:13:19,380 --> 00:13:23,040 +responsibilities, duties and he or she must + +200 +00:13:23,040 --> 00:13:26,920 +understand very well his or her red lines and + +201 +00:13:26,920 --> 00:13:30,880 +white lines. Everything must be identified + +202 +00:13:30,880 --> 00:13:35,180 +clearly. Now, after we are going to hire the staff + +203 +00:13:35,180 --> 00:13:39,330 +members of the sales team, Remember, if one of + +204 +00:13:39,330 --> 00:13:42,190 +these staff members is going to be absent, this + +205 +00:13:42,190 --> 00:13:45,790 +means the work of the sales will be checked. The + +206 +00:13:45,790 --> 00:13:48,270 +work of the team or the sales team will be + +207 +00:13:48,270 --> 00:13:50,910 +influenced negatively by the absence of one + +208 +00:13:50,910 --> 00:13:56,330 +person. Simply why? Because as we said, each role + +209 +00:13:56,330 --> 00:13:59,970 +is identified clearly. We are not hiring any + +210 +00:13:59,970 --> 00:14:05,540 +person unless he or she has a specific work. he or + +211 +00:14:05,540 --> 00:14:08,940 +she has a specific work. But if there isn't any + +212 +00:14:08,940 --> 00:14:12,640 +specific work for any member, we do not need to + +213 +00:14:12,640 --> 00:14:17,500 +hire him from the very beginning. Clear? Okay, + +214 +00:14:17,560 --> 00:14:21,440 +let's go to the third thing in the sales. Also, we + +215 +00:14:21,440 --> 00:14:23,300 +would like to talk about structuring sales force. + +216 +00:14:24,820 --> 00:14:27,960 +All of you studied human resource management. + +217 +00:14:28,760 --> 00:14:30,640 +Whenever we are going to talk about the word + +218 +00:14:30,640 --> 00:14:32,360 +structuring, we are going to remember what? + +219 +00:14:33,590 --> 00:14:36,030 +Exactly, organizational chart. + +220 +00:14:38,410 --> 00:14:42,690 +So the organizational chart is saying each one, + +221 +00:14:42,930 --> 00:14:47,830 +each member from the sales team know exactly what + +222 +00:14:47,830 --> 00:14:50,970 +is the relationship which connects him or her with + +223 +00:14:50,970 --> 00:14:54,930 +the rest members of the team. He or she knows + +224 +00:14:54,930 --> 00:14:57,990 +exactly what is his title, responsibilities and so + +225 +00:14:57,990 --> 00:15:01,650 +on. Therefore, this thing must be clarified + +226 +00:15:01,650 --> 00:15:07,670 +clearly by the sales management process. A fourth + +227 +00:15:07,670 --> 00:15:11,630 +thing, building sales competencies. Competencies + +228 +00:15:11,630 --> 00:15:15,310 +as we said it means abilities. + +229 +00:15:17,330 --> 00:15:20,690 +So building sales team's abilities or + +230 +00:15:20,690 --> 00:15:23,350 +competencies, it is going to happen through three + +231 +00:15:23,350 --> 00:15:27,990 +things. First, read, training. + +232 +00:15:36,520 --> 00:15:43,160 +and guidance, training, coaching and guidance. So + +233 +00:15:43,160 --> 00:15:47,320 +this means the management of the sales team has a + +234 +00:15:47,320 --> 00:15:51,180 +responsibility to upgrade the competencies of the + +235 +00:15:51,180 --> 00:15:54,240 +staff members through providing them with + +236 +00:15:54,240 --> 00:15:59,620 +necessary training, coaching and guidance. All + +237 +00:15:59,620 --> 00:16:02,000 +these things must be delivered by the management + +238 +00:16:02,000 --> 00:16:09,180 +to its working team members. Finally, also the + +239 +00:16:09,180 --> 00:16:11,780 +process of sales management is going to focus on + +240 +00:16:11,780 --> 00:16:12,980 +leading the sales force. + +241 +00:16:16,340 --> 00:16:19,380 +From now on, whenever we are going to use the word + +242 +00:16:19,380 --> 00:16:23,720 +sales force, we are referring to sales staff + +243 +00:16:23,720 --> 00:16:28,060 +members. The force is going to be achieved through + +244 +00:16:28,060 --> 00:16:33,120 +whom? working staff members. So in the midterm or + +245 +00:16:33,120 --> 00:16:36,260 +in the final exam or even in your career in the + +246 +00:16:36,260 --> 00:16:38,820 +future whenever we are going to listen to the word + +247 +00:16:38,820 --> 00:16:41,860 +sales force we are referring to sales staff + +248 +00:16:41,860 --> 00:16:47,440 +members or sales team okay now whenever we are + +249 +00:16:47,440 --> 00:16:50,300 +going to say or talking about leading leading is + +250 +00:16:50,300 --> 00:16:53,620 +one word but in fact it is covering too many + +251 +00:16:53,620 --> 00:16:57,240 +meanings under it leading means ability to put + +252 +00:16:57,240 --> 00:16:57,720 +strategy + +253 +00:17:01,220 --> 00:17:07,960 +ability to put operation or operative plan it + +254 +00:17:07,960 --> 00:17:12,100 +means ability to put goals it means ability to + +255 +00:17:12,100 --> 00:17:16,800 +make evaluation decisions + +256 +00:17:16,800 --> 00:17:22,220 +motivation and so on all these things are coming + +257 +00:17:22,220 --> 00:17:26,870 +under what? leading So once again, we are saying + +258 +00:17:26,870 --> 00:17:29,670 +that the sales management process has a + +259 +00:17:29,670 --> 00:17:33,270 +responsibility to lead the sales force. As we + +260 +00:17:33,270 --> 00:17:35,650 +said, the word lead is summarizing too many + +261 +00:17:35,650 --> 00:17:38,750 +meanings. It's summarizing our ability or efforts + +262 +00:17:38,750 --> 00:17:40,890 +to make a strategy, our ability to make an + +263 +00:17:40,890 --> 00:17:43,870 +operation plan, our ability to make goals, our + +264 +00:17:43,870 --> 00:17:46,310 +ability to make evaluation, our ability to make a + +265 +00:17:46,310 --> 00:17:51,410 +decision, etc. So all these things are summarized + +266 +00:17:51,410 --> 00:17:56,160 +by one word which is leading. Ok, now stop here + +267 +00:17:56,160 --> 00:18:02,940 +and let's move to another thing. This thing is + +268 +00:18:02,940 --> 00:18:05,060 +very sensitive if you are going to ask a very + +269 +00:18:05,060 --> 00:18:09,440 +simple question. Now in the previous slide we were + +270 +00:18:09,440 --> 00:18:11,500 +talking about the nature of the sales management + +271 +00:18:11,500 --> 00:18:14,060 +process, management. Now we are going to talk + +272 +00:18:14,060 --> 00:18:18,230 +about the manager. If you are going to talk about + +273 +00:18:18,230 --> 00:18:24,050 +a sales force manager and his or her job focus, + +274 +00:18:30,450 --> 00:18:33,530 +now look at this. + +275 +00:18:34,870 --> 00:18:37,030 +Spend little or no time directly in managing + +276 +00:18:37,030 --> 00:18:39,510 +customer accounts. What do you understand from + +277 +00:18:39,510 --> 00:18:40,030 +this sentence? + +278 +00:18:43,910 --> 00:18:44,570 +Anybody? + +279 +00:18:48,140 --> 00:18:51,500 +how to exactly do your work. They said spend + +280 +00:18:51,500 --> 00:18:53,520 +little or no time directly managing your customer + +281 +00:18:53,520 --> 00:18:55,540 +accounts. That means when I'm a customer and I'm + +282 +00:18:55,540 --> 00:18:58,660 +calling to check my account or to know what my + +283 +00:18:58,660 --> 00:19:02,340 +account has or what my selling accounts or my + +284 +00:19:02,340 --> 00:19:05,340 +purchasing debits or prints or my money or + +285 +00:19:05,340 --> 00:19:08,640 +whatever, that means that the sales manager or the + +286 +00:19:08,640 --> 00:19:12,060 +salesperson should deal with it directly and + +287 +00:19:12,060 --> 00:19:17,870 +without... Not the sales manager. Exactly, not the + +288 +00:19:17,870 --> 00:19:22,310 +sales manager. Exactly. So if I'm going to provide + +289 +00:19:22,310 --> 00:19:24,150 +you, for example, with a question or with a + +290 +00:19:24,150 --> 00:19:26,870 +sentence, I'm going to ask you to state whether + +291 +00:19:26,870 --> 00:19:30,090 +the following statement is true or false. Sales + +292 +00:19:30,090 --> 00:19:36,290 +manager should invest longer time in managing his + +293 +00:19:36,290 --> 00:19:40,010 +or her customer accounts. True or false? Exactly + +294 +00:19:40,010 --> 00:19:44,870 +false. Exactly false. Somebody's going to say, + +295 +00:19:44,990 --> 00:19:48,970 +why? Because this isn't the core job of the sales + +296 +00:19:48,970 --> 00:19:52,430 +manager. This is the core job of the salesperson. + +297 +00:19:53,790 --> 00:19:57,590 +This is something very important. Now another + +298 +00:19:57,590 --> 00:20:01,130 +thing, the sales manager should focus on building + +299 +00:20:01,130 --> 00:20:05,110 +or refining and staffing a selling team. The + +300 +00:20:05,110 --> 00:20:08,350 +biggest challenge and the core job of the sales + +301 +00:20:08,350 --> 00:20:13,540 +manager is to establish a sales team members. this + +302 +00:20:13,540 --> 00:20:17,020 +is the biggest challenge when we are saying + +303 +00:20:17,020 --> 00:20:21,300 +building and refining refining means this sales + +304 +00:20:21,300 --> 00:20:25,300 +manager must be able to evaluate the performance + +305 +00:20:25,300 --> 00:20:28,660 +and the skills of each staff members in the sales + +306 +00:20:28,660 --> 00:20:32,980 +department if this staff member is not qualified + +307 +00:20:32,980 --> 00:20:36,680 +directly he or she must be removed from the + +308 +00:20:36,680 --> 00:20:40,970 +working sales team But if he or she is qualified, + +309 +00:20:41,690 --> 00:20:45,430 +this means this person must be included within the + +310 +00:20:45,430 --> 00:20:50,030 +working sales team. This is considered to be the + +311 +00:20:50,030 --> 00:20:53,270 +biggest challenge or the core job of a sales + +312 +00:20:53,270 --> 00:20:59,790 +manager. In addition, contact with customers is + +313 +00:20:59,790 --> 00:21:04,720 +largely non-selling. All the time remember, also + +314 +00:21:04,720 --> 00:21:07,040 +it is in the responsibility of the sales manager + +315 +00:21:07,040 --> 00:21:10,140 +to pick up the telephone and to contact the + +316 +00:21:10,140 --> 00:21:14,160 +customers. If the sales manager is going to do + +317 +00:21:14,160 --> 00:21:18,020 +that, this is not a selling process. This isn't + +318 +00:21:18,020 --> 00:21:22,580 +selling. Somebody is going to wonder or ask, why? + +319 +00:21:23,020 --> 00:21:26,580 +Once again, this is not the core job of the sales + +320 +00:21:26,580 --> 00:21:29,080 +manager. This is the responsibility of the sales + +321 +00:21:29,080 --> 00:21:32,620 +person. Somebody is going to say, in this + +322 +00:21:32,620 --> 00:21:35,500 +scenario, what is the responsibility of the sales + +323 +00:21:35,500 --> 00:21:38,480 +manager? He or she must be able to provide + +324 +00:21:38,480 --> 00:21:43,860 +development purposes for this salesperson. If you + +325 +00:21:43,860 --> 00:21:45,300 +are going to ask what is the meaning of + +326 +00:21:45,300 --> 00:21:48,720 +development, it includes everything from training, + +327 +00:21:49,420 --> 00:21:53,920 +coaching, guidance, instruction, advising and so + +328 +00:21:53,920 --> 00:21:59,730 +on. And learning or teaching. Okay, any questions, + +329 +00:21:59,890 --> 00:22:03,450 +any comments about this? Refining means filtering, + +330 +00:22:04,090 --> 00:22:09,150 +to filter the staff members or the candidates. If + +331 +00:22:09,150 --> 00:22:11,970 +he is qualified or she is qualified, he or she + +332 +00:22:11,970 --> 00:22:15,430 +will be within our team. If they are not, they + +333 +00:22:15,430 --> 00:22:18,490 +will be removed. We are refining, we are + +334 +00:22:18,490 --> 00:22:22,420 +filtering. So anyone who is suitable will be with + +335 +00:22:22,420 --> 00:22:25,700 +us and anyone who is unsuitable, he will be kicked + +336 +00:22:25,700 --> 00:22:30,200 +out from the membership of the sales team. Okay? + +337 +00:22:32,100 --> 00:22:35,500 +Sales manager works with salesperson and + +338 +00:22:35,500 --> 00:22:39,910 +salesperson works with customer? Yes, the contact + +339 +00:22:39,910 --> 00:22:42,810 +person for dealing with the customer is the + +340 +00:22:42,810 --> 00:22:45,890 +salesperson. This isn't the responsibility or the + +341 +00:22:45,890 --> 00:22:49,290 +core job of the sales manager. Exactly, you are + +342 +00:22:49,290 --> 00:22:53,410 +right. Any questions or comments about this? Ok, + +343 +00:22:53,510 --> 00:22:57,900 +move on. Now we are going to go to another part + +344 +00:22:57,900 --> 00:22:59,820 +from our class. We are going to talk about the + +345 +00:22:59,820 --> 00:23:02,820 +skill set which must be available in the character + +346 +00:23:02,820 --> 00:23:06,200 +of the sales manager. If you are going to look + +347 +00:23:06,200 --> 00:23:08,680 +here, you are going to find that skill number one + +348 +00:23:08,680 --> 00:23:12,320 +is referring to the ability or to the willingness + +349 +00:23:12,320 --> 00:23:15,580 +of the sales manager to be able to train and + +350 +00:23:15,580 --> 00:23:19,540 +coach. You are the brain, you are the think tank + +351 +00:23:19,540 --> 00:23:24,190 +for the other members of the sales team. Second, + +352 +00:23:24,890 --> 00:23:27,350 +the sales manager must have a willingness to make + +353 +00:23:27,350 --> 00:23:30,670 +joint sales calls. When we are saying make joint + +354 +00:23:30,670 --> 00:23:36,330 +sales calls, what does it mean? Also, what does it + +355 +00:23:36,330 --> 00:23:43,550 +mean? Joint sales call. This means the sales call + +356 +00:23:43,550 --> 00:23:47,810 +must be organized according to strategy. our sales + +357 +00:23:47,810 --> 00:23:50,610 +team members are going to understand what they are + +358 +00:23:50,610 --> 00:23:54,270 +doing and they will communicate and provide and + +359 +00:23:54,270 --> 00:24:00,310 +deliver the customers one unified message when we + +360 +00:24:00,310 --> 00:24:03,610 +are saying one unified message this means if Farah + +361 +00:24:03,610 --> 00:24:07,500 +is a member in the sales team and If Arij is + +362 +00:24:07,500 --> 00:24:11,160 +another member, this means Rafah should not talk + +363 +00:24:11,160 --> 00:24:14,220 +to me with a message that is different from the + +364 +00:24:14,220 --> 00:24:18,220 +message which is uttered by Arij. The message must + +365 +00:24:18,220 --> 00:24:21,620 +be unified. The goal must be shared. Everything + +366 +00:24:21,620 --> 00:24:24,720 +must be in common. But if you are going to talk + +367 +00:24:24,720 --> 00:24:28,100 +about messages which are not unified, messages + +368 +00:24:28,100 --> 00:24:30,760 +which are having different ideas or thoughts or + +369 +00:24:30,760 --> 00:24:35,820 +offers, this means this is going to harm our sales + +370 +00:24:35,820 --> 00:24:42,500 +company. Exactly, controller and leading and + +371 +00:24:42,500 --> 00:24:47,140 +informing them in advance what is our message + +372 +00:24:47,140 --> 00:24:51,120 +which we need to inform the customers. Exactly. + +373 +00:24:53,220 --> 00:24:57,680 +Third, ability to direct and control others. Also, + +374 +00:24:57,820 --> 00:25:00,440 +if you are a sales manager, you must be able to + +375 +00:25:00,440 --> 00:25:03,480 +direct or to manage the other working staff + +376 +00:25:03,480 --> 00:25:06,820 +members and also to control their behaviors. Let's + +377 +00:25:06,820 --> 00:25:09,640 +give example and I'm going to provide you with a + +378 +00:25:09,640 --> 00:25:12,700 +scenario or with a situation where I want you to + +379 +00:25:12,700 --> 00:25:16,900 +think of it as a sales manager. The situation is + +380 +00:25:16,900 --> 00:25:20,320 +the following. Imagine you are a sales manager for + +381 +00:25:20,320 --> 00:25:23,750 +a company which is located in Gaza City. and you + +382 +00:25:23,750 --> 00:25:27,530 +are about to send a salesperson or a sales + +383 +00:25:27,530 --> 00:25:32,310 +representative to Rafah market in the south this + +384 +00:25:32,310 --> 00:25:36,290 +salesperson asks for a permission or a permission + +385 +00:25:36,290 --> 00:25:40,130 +to take a car from the company so that he is going + +386 +00:25:40,130 --> 00:25:44,630 +to use it to reach Rafah market how you are going + +387 +00:25:44,630 --> 00:25:47,210 +to control the behavior of these sales + +388 +00:25:47,210 --> 00:25:51,350 +representatives and be sure that this person went + +389 +00:25:51,350 --> 00:25:54,530 +directly to the targeted customers in Rafah + +390 +00:25:54,530 --> 00:25:58,480 +market. Imagine he has a mother-in-law in Al + +391 +00:25:58,480 --> 00:26:01,660 +Maghazi or Al Nusairat or Khan Yunus. How you are + +392 +00:26:01,660 --> 00:26:05,760 +going to be sure that this salesperson isn't going + +393 +00:26:05,760 --> 00:26:08,920 +to take the car and have lunch or breakfast with + +394 +00:26:08,920 --> 00:26:12,900 +his mother-in-law before going back to the + +395 +00:26:12,900 --> 00:26:15,880 +customer in Rafah market? How you are going to be + +396 +00:26:15,880 --> 00:26:20,500 +sure? Measuring the time and give me a complete + +397 +00:26:20,500 --> 00:26:27,980 +answer Hanin. And after that, what are you + +398 +00:26:27,980 --> 00:26:30,260 +going to do to be sure that he is committed with + +399 +00:26:30,260 --> 00:26:36,900 +the time? Exactly. All the time, all of us aware + +400 +00:26:36,900 --> 00:26:39,140 +that if we would like to reach Rafah from Gaza, + +401 +00:26:39,600 --> 00:26:43,640 +this might require us about 30 minutes by car. Of + +402 +00:26:43,640 --> 00:26:46,020 +course, we have full information, the cell phone + +403 +00:26:46,020 --> 00:26:49,020 +and the telephone of our customer in Rafah. You as + +404 +00:26:49,020 --> 00:26:50,440 +a sales manager, you have a responsibility. + +405 +00:26:51,380 --> 00:26:53,740 +Simply, you have to check that your sales + +406 +00:26:53,740 --> 00:26:56,380 +representative or salesperson reach the customer + +407 +00:26:56,380 --> 00:27:00,240 +on time by giving him a call after 30 minutes to + +408 +00:27:00,240 --> 00:27:05,240 +be sure that our salesperson is using the time for + +409 +00:27:05,240 --> 00:27:08,820 +work and only for work, not for other personal + +410 +00:27:08,820 --> 00:27:12,200 +issues. This is one of the tools. So this is the + +411 +00:27:12,200 --> 00:27:15,060 +responsibility of the sales manager to control the + +412 +00:27:15,060 --> 00:27:18,020 +behavior of the other sales staff member. Exactly. + +413 +00:27:18,880 --> 00:27:24,640 +Okay? Move on, also sales manager must have + +414 +00:27:24,640 --> 00:27:28,920 +something called profit mentality. All the time, + +415 +00:27:29,000 --> 00:27:33,220 +yes, all the time remember your work will be + +416 +00:27:33,220 --> 00:27:36,220 +evaluated by the end of the year as a sales + +417 +00:27:36,220 --> 00:27:40,240 +manager by how much you were able to gain for the + +418 +00:27:40,240 --> 00:27:44,260 +company which you are working for. Therefore, all + +419 +00:27:44,260 --> 00:27:47,020 +your strategies and plans must be managed and + +420 +00:27:47,020 --> 00:27:51,560 +founded according to this profit mentality. But + +421 +00:27:51,560 --> 00:27:55,300 +look at the broader or the complete picture rather + +422 +00:27:55,300 --> 00:28:00,440 +than on the profit alone. Finally, you must be + +423 +00:28:00,440 --> 00:28:03,020 +initiative. When we are saying a sales manager + +424 +00:28:03,020 --> 00:28:05,820 +must be initiative, this means the sales manager + +425 +00:28:05,820 --> 00:28:10,180 +must be proactive rather than reactive. When we + +426 +00:28:10,180 --> 00:28:13,100 +are saying proactive, this means you are going to + +427 +00:28:13,100 --> 00:28:15,960 +be innovative. In other words, you are going to + +428 +00:28:15,960 --> 00:28:18,980 +propose a new agenda, new ideas, new plans, new + +429 +00:28:18,980 --> 00:28:22,530 +working programs. and you are not going to be + +430 +00:28:22,530 --> 00:28:24,730 +imitators. What's the meaning of imitators? + +431 +00:28:25,570 --> 00:28:28,770 +Exactly, you are not taking complete instructions + +432 +00:28:28,770 --> 00:28:31,230 +or orders and you are just implementing it or + +433 +00:28:31,230 --> 00:28:34,030 +them. This is not the work of the manager. The + +434 +00:28:34,030 --> 00:28:37,290 +manager has to switch his brain or her brain and + +435 +00:28:37,290 --> 00:28:39,850 +he has to propose new ideas or thoughts. This is + +436 +00:28:39,850 --> 00:28:44,340 +the working of the manager. So these are briefly + +437 +00:28:44,340 --> 00:28:47,680 +the major or the summarized skill set which must + +438 +00:28:47,680 --> 00:28:50,480 +be available in the character of sales manager. + +439 +00:28:50,740 --> 00:28:56,100 +Any questions, any comments about this? Move? Move + +440 +00:28:56,100 --> 00:29:00,380 +on. Let's have the first or the last part of this + +441 +00:29:00,380 --> 00:29:04,320 +class. In the last part we are going to talk about + +442 +00:29:04,320 --> 00:29:08,480 +a simple model. This model is illustrating the + +443 +00:29:08,480 --> 00:29:10,680 +management competencies or the management + +444 +00:29:10,680 --> 00:29:14,980 +abilities which must be available in any sales + +445 +00:29:14,980 --> 00:29:18,940 +department. This sales department first of all + +446 +00:29:18,940 --> 00:29:23,620 +they or it must have strategic action competency. + +447 +00:29:24,260 --> 00:29:27,080 +When we are saying strategic action means + +448 +00:29:27,080 --> 00:29:31,570 +strategy, plan. What is our strategy? What is its + +449 +00:29:31,570 --> 00:29:34,610 +own goal? What are its own objectives? What are + +450 +00:29:34,610 --> 00:29:36,630 +the activities which we are going to do? What are + +451 +00:29:36,630 --> 00:29:39,130 +the tools which we will use to achieve these goals + +452 +00:29:39,130 --> 00:29:41,410 +and objectives? All these things must be + +453 +00:29:41,410 --> 00:29:44,870 +identified from the very beginning. If you are not + +454 +00:29:44,870 --> 00:29:48,070 +going to have a strategy, this means the sales + +455 +00:29:48,070 --> 00:29:51,410 +manager is going to be like the blind driver who + +456 +00:29:51,410 --> 00:29:54,940 +is driving a car. And what is going to happen for + +457 +00:29:54,940 --> 00:29:57,520 +this blind driver? For sure he is going to make an + +458 +00:29:57,520 --> 00:30:01,960 +accident and he or she might pass away. Here the + +459 +00:30:01,960 --> 00:30:06,460 +same thing, all companies must formulate, must + +460 +00:30:06,460 --> 00:30:12,680 +draw a strategy of sales, illustrating its goals, + +461 +00:30:13,400 --> 00:30:20,280 +objectives, tools, activities and etc. Second, we + +462 +00:30:20,280 --> 00:30:21,900 +must be able to have a sales management + +463 +00:30:21,900 --> 00:30:24,600 +effectiveness. What's the meaning of the word + +464 +00:30:24,600 --> 00:30:28,000 +effectiveness? It is reminding us with time, + +465 +00:30:28,680 --> 00:30:32,620 +effort and cost. In other words, we must be able + +466 +00:30:32,620 --> 00:30:35,980 +to do our work with the latest amount of time, + +467 +00:30:36,680 --> 00:30:41,820 +cost and effort. Also, we must be able to have + +468 +00:30:41,820 --> 00:30:43,780 +something called self-management competences. + +469 +00:30:45,640 --> 00:30:48,520 +Don't expect from others to lead or to manage you. + +470 +00:30:49,020 --> 00:30:53,550 +Manage yourself. Manage yourself and you have to + +471 +00:30:53,550 --> 00:30:56,790 +learn how to manage yourself. Also, you must have + +472 +00:30:56,790 --> 00:30:59,750 +a competency of technology. What technology is + +473 +00:30:59,750 --> 00:31:02,790 +going to provide the sales staff members with cell + +474 +00:31:02,790 --> 00:31:06,750 +phones, laptops, iPads, etc. All these modern + +475 +00:31:06,750 --> 00:31:08,750 +technological equipments for communication and + +476 +00:31:08,750 --> 00:31:12,510 +coordination and saving information and data. If + +477 +00:31:12,510 --> 00:31:13,730 +you are not going to have the technology + +478 +00:31:13,730 --> 00:31:16,150 +component, do you think we are going to do our + +479 +00:31:16,150 --> 00:31:19,970 +work in a very nice and good way? We doubt it. We + +480 +00:31:19,970 --> 00:31:23,690 +doubt it. Okay, also we must have something called + +481 +00:31:23,690 --> 00:31:26,270 +global perspective competency. If you are + +482 +00:31:26,270 --> 00:31:29,470 +satisfied by covering the local markets, have a + +483 +00:31:29,470 --> 00:31:33,890 +look on a broad market. Think globally and behave + +484 +00:31:33,890 --> 00:31:37,530 +globally. Also, look at the coaching competency. + +485 +00:31:37,730 --> 00:31:41,570 +As we said, sales management has a duty, has an + +486 +00:31:41,570 --> 00:31:44,690 +obligation to provide all the working staff + +487 +00:31:44,690 --> 00:31:48,770 +members with training, learning, guidance and + +488 +00:31:48,770 --> 00:31:52,730 +advising. This is the meaning of coaching + +489 +00:31:52,730 --> 00:31:56,150 +competency. Also, we have to make something called + +490 +00:31:56,150 --> 00:31:59,290 +team building competency. In other words, we have + +491 +00:31:59,290 --> 00:32:02,170 +to be very sensitive. What is the harmony which is + +492 +00:32:02,170 --> 00:32:04,970 +going to connect among the members of the team + +493 +00:32:04,970 --> 00:32:08,710 +members? For example, sometimes some person is + +494 +00:32:08,710 --> 00:32:11,570 +hating another. Some person is having a difficulty + +495 +00:32:11,570 --> 00:32:14,870 +in dealing with another one. Is it okay to include + +496 +00:32:14,870 --> 00:32:17,770 +both members in one team? We do not recommend + +497 +00:32:17,770 --> 00:32:21,290 +that. This is the responsibility of the management + +498 +00:32:21,290 --> 00:32:25,790 +of sales to be able to create a harmonious team + +499 +00:32:25,790 --> 00:32:29,770 +where each member is going to love and respect and + +500 +00:32:29,770 --> 00:32:34,310 +coordinate and cooperate with one another. All + +501 +00:32:34,310 --> 00:32:37,550 +these are competencies for a model for sales + +502 +00:32:37,550 --> 00:32:39,890 +management competencies. Any questions? Any + +503 +00:32:39,890 --> 00:32:42,890 +comments about this class? Do you have any + +504 +00:32:42,890 --> 00:32:47,770 +questions? Do you have any comments? Okay, now I + +505 +00:32:47,770 --> 00:32:49,730 +would like to ask a few questions before we are + +506 +00:32:49,730 --> 00:32:53,350 +going to conclude. I want you to summarize what's + +507 +00:32:53,350 --> 00:32:58,430 +your impression about the course, the content of + +508 +00:32:58,430 --> 00:33:04,430 +the course since it began two weeks ago. What is + +509 +00:33:04,430 --> 00:33:06,350 +your impression about the course? Go on, yalla. + +510 +00:33:08,290 --> 00:33:11,010 +What do you think of it? Do you think it is + +511 +00:33:11,010 --> 00:33:13,590 +benefiting us or it is just a theory or whatever? + +512 +00:33:15,520 --> 00:33:17,260 +Farah, in which terms? Be specific. + +513 +00:33:31,560 --> 00:33:31,580 +Excellent. + +514 +00:33:35,620 --> 00:33:39,620 +Excellent. Another one? What's your impression of + +515 +00:33:39,620 --> 00:33:40,440 +the course so far? + +516 +00:33:43,740 --> 00:33:47,870 +Another one? Nobody? That's fine. Okay, another + +517 +00:33:47,870 --> 00:33:51,590 +question. Do you like the method of teaching? Or + +518 +00:33:51,590 --> 00:33:54,010 +you would like to change it? We are going to + +519 +00:33:54,010 --> 00:33:58,230 +change it, but not now. As we said, after a couple + +520 +00:33:58,230 --> 00:34:00,210 +of weeks, I'm going to provide you with a full + +521 +00:34:00,210 --> 00:34:03,710 +presentation. You are going to be our teacher and + +522 +00:34:03,710 --> 00:34:06,190 +we are going to be the audience or the students. + +523 +00:34:07,410 --> 00:34:11,150 +Okay? In addition, as we said in the first class, + +524 +00:34:11,250 --> 00:34:13,350 +we said we are going to provide you with a joint + +525 +00:34:13,350 --> 00:34:16,960 +research group. This research group, they must be + +526 +00:34:16,960 --> 00:34:23,080 +able. As I said, the maximum number + +527 +00:34:23,080 --> 00:34:28,740 +of members is four. One isn't allowed, two is + +528 +00:34:28,740 --> 00:34:31,900 +allowed, three is allowed, four is allowed. The + +529 +00:34:31,900 --> 00:34:35,060 +minimum is two and the maximum is four. Now + +530 +00:34:35,060 --> 00:34:41,580 +listen. From now on, I want you to think I am + +531 +00:34:41,580 --> 00:34:45,070 +going to provide you with a research topic about + +532 +00:34:45,070 --> 00:34:50,070 +one of the Palestinian business organization which + +533 +00:34:50,070 --> 00:34:54,450 +is involved heavily in sales. I want you to + +534 +00:34:54,450 --> 00:34:58,010 +complete or to write a complete research about its + +535 +00:34:58,010 --> 00:35:03,650 +strategy, plan, actions, behavior in the Gaza + +536 +00:35:03,650 --> 00:35:07,650 +market. This business company might be pharmacy, + +537 +00:35:08,450 --> 00:35:11,050 +might be productive, might be service premise or + +538 +00:35:11,050 --> 00:35:13,790 +organization. Pick whatever you would like to + +539 +00:35:13,790 --> 00:35:17,700 +pick. But before you are going to write down, you + +540 +00:35:17,700 --> 00:35:21,980 +must form the team, this is an assignment for the + +541 +00:35:21,980 --> 00:35:25,080 +next class. In other words, the next class, I'm + +542 +00:35:25,080 --> 00:35:27,440 +going to ask about the members of the team. + +543 +00:35:28,760 --> 00:35:35,620 +Another thing, each team must be ready to offer a + +544 +00:35:35,620 --> 00:35:38,260 +business organization which they are going to + +545 +00:35:38,260 --> 00:35:38,840 +search it. + +546 +00:35:42,550 --> 00:35:45,650 +This is the assignment for the coming class. Any + +547 +00:35:45,650 --> 00:35:48,630 +questions or comments about this? Okay, see you + +548 +00:35:48,630 --> 00:35:50,430 +next time. Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..0f1278cc88e9874e58315a0f4a4041c40f1ab39a --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_postprocess.srt @@ -0,0 +1,1840 @@ +1 +00:00:21,080 --> 00:00:25,900 +Okay, good morning. Today we will go on with the + +2 +00:00:25,900 --> 00:00:29,620 +selection process of hiring a new salesperson or + +3 +00:00:29,620 --> 00:00:34,580 +hiring anybody who belongs to the sales team. In + +4 +00:00:34,580 --> 00:00:36,660 +this part particularly, we are going to talk about + +5 +00:00:36,660 --> 00:00:40,760 +the interview. Generally, the interview is + +6 +00:00:40,760 --> 00:00:44,260 +something very important. Today we are going to + +7 +00:00:44,260 --> 00:00:47,340 +shed light on the fact which I told you before. + +8 +00:00:48,260 --> 00:00:51,480 +when I gave you the grades of the midterm exam + +9 +00:00:51,480 --> 00:00:54,980 +many of the students were panic many of the + +10 +00:00:54,980 --> 00:00:58,600 +students were not satisfied either male or female + +11 +00:00:58,600 --> 00:01:01,040 +and today we are going to give you another + +12 +00:01:01,040 --> 00:01:05,440 +evidence that your transcript or certificate is + +13 +00:01:05,440 --> 00:01:10,640 +not enough for getting a job so if you are going + +14 +00:01:10,640 --> 00:01:14,060 +to look at her It is a critical part for the + +15 +00:01:14,060 --> 00:01:16,020 +selection or of the selection process for all + +16 +00:01:16,020 --> 00:01:18,280 +sales positions because interpersonal skills are + +17 +00:01:18,280 --> 00:01:23,120 +so important in sales. The interpersonal skills, + +18 +00:01:23,420 --> 00:01:25,740 +they are not only critical in sales positions, + +19 +00:01:27,040 --> 00:01:29,800 +they are critical in all the positions in + +20 +00:01:29,800 --> 00:01:34,540 +business. Now if you are going to focus only on + +21 +00:01:34,540 --> 00:01:36,540 +the results or the outcomes of the written tests, + +22 +00:01:37,780 --> 00:01:42,660 +this isn't enough. Because tests cannot give us + +23 +00:01:42,660 --> 00:01:46,960 +any information about the verbal skills which must + +24 +00:01:46,960 --> 00:01:50,800 +be available in the character of any candidate. In + +25 +00:01:50,800 --> 00:01:52,480 +the test, what we are going to do? We are going to + +26 +00:01:52,480 --> 00:01:55,440 +write down. Can we communicate? Can we speak? No. + +27 +00:01:56,640 --> 00:01:59,820 +Therefore, the employer cannot get enough + +28 +00:01:59,820 --> 00:02:02,740 +information about your potential or skills of + +29 +00:02:02,740 --> 00:02:06,360 +communication. So interviews are typically + +30 +00:02:06,360 --> 00:02:10,110 +conducted at two levels. Level number one, we + +31 +00:02:10,110 --> 00:02:14,370 +called it a primal interview. With second one, we + +32 +00:02:14,370 --> 00:02:16,690 +called it secondary interview. Well, this is + +33 +00:02:16,690 --> 00:02:20,370 +reminding us with the map which we studied, + +34 +00:02:20,570 --> 00:02:24,610 +secondary interview, and over there, the primal + +35 +00:02:24,610 --> 00:02:27,750 +interview. In the primal interview, somebody is + +36 +00:02:27,750 --> 00:02:29,710 +going to say, why they say they are focusing on + +37 +00:02:29,710 --> 00:02:33,050 +two kinds of interviews? For one simple reason. + +38 +00:02:34,170 --> 00:02:37,610 +The primal interview, it is going to dig in the + +39 +00:02:37,610 --> 00:02:40,350 +character of the candidates to identify if they + +40 +00:02:40,350 --> 00:02:43,870 +are enjoying interpersonal skills or not. These + +41 +00:02:43,870 --> 00:02:48,310 +skills include number one, look at this, poor + +42 +00:02:48,310 --> 00:02:52,510 +speech pattern. If the candidate is having poor + +43 +00:02:52,510 --> 00:02:55,610 +speech pattern, this means that this person does + +44 +00:02:55,610 --> 00:03:00,570 +not fit to work with us as assistant. Number two, + +45 +00:03:01,370 --> 00:03:06,160 +unacceptable appearance. And finally, lack of + +46 +00:03:06,160 --> 00:03:09,980 +necessary maturity. These are the three + +47 +00:03:09,980 --> 00:03:15,560 +characteristics which we can grasp or predict + +48 +00:03:15,560 --> 00:03:18,160 +after we are going to conduct the primal + +49 +00:03:18,160 --> 00:03:22,420 +interview. If the candidate is missing one out of + +50 +00:03:22,420 --> 00:03:25,880 +these three qualities or traits, then we have the + +51 +00:03:25,880 --> 00:03:29,000 +right to disqualify him or her. What does it mean + +52 +00:03:29,000 --> 00:03:33,210 +to disqualify him or her? Drop him or her out from + +53 +00:03:33,210 --> 00:03:37,910 +the candidacy. So this is the major function of + +54 +00:03:37,910 --> 00:03:41,810 +the first interview. + +55 +00:03:43,210 --> 00:03:47,790 +The initial interview is followed by the main + +56 +00:03:47,790 --> 00:03:51,630 +interview in which candidates are screened in + +57 +00:03:51,630 --> 00:03:54,330 +order to identify people who best match the job + +58 +00:03:54,330 --> 00:03:58,690 +qualification. Now, one benefits of the interview + +59 +00:03:58,690 --> 00:04:01,090 +is that manager can follow up on information + +60 +00:04:01,090 --> 00:04:08,770 +obtained from application blanks. Now, we finished + +61 +00:04:08,770 --> 00:04:12,050 +the first interview, we are sure that the + +62 +00:04:12,050 --> 00:04:14,190 +candidates are having or enjoying interpersonal + +63 +00:04:14,190 --> 00:04:18,610 +skills, including all these things, so now we can + +64 +00:04:18,610 --> 00:04:22,250 +qualify him to go or qualify her to go on to pass + +65 +00:04:22,250 --> 00:04:26,280 +the second or the secondary interview. This is + +66 +00:04:26,280 --> 00:04:29,080 +reminding us with what is happening in the + +67 +00:04:29,080 --> 00:04:33,780 +employment and the education of ministry. We + +68 +00:04:33,780 --> 00:04:36,660 +cannot hire a teacher who for example + +69 +00:04:36,660 --> 00:04:42,040 +mispronounces S like that. We cannot hire him or + +70 +00:04:42,040 --> 00:04:45,760 +her. Why? Because later on this person is going to + +71 +00:04:45,760 --> 00:04:48,940 +teach our kids. If he or she cannot pronounce the + +72 +00:04:48,940 --> 00:04:51,320 +letter in a right way, this is going to be + +73 +00:04:51,320 --> 00:04:56,930 +reflected on the kids. and the learners because of + +74 +00:04:56,930 --> 00:05:01,050 +this this is reminding us with what we said about + +75 +00:05:01,050 --> 00:05:04,190 +the employment and the hiring all persons all + +76 +00:05:04,190 --> 00:05:08,010 +employees they must enjoy the interpersonal skills + +77 +00:05:08,010 --> 00:05:12,290 +those or these salesperson later on they are going + +78 +00:05:12,290 --> 00:05:15,170 +to communicate and convince customers they are + +79 +00:05:15,170 --> 00:05:19,290 +going to communicate with people and so on move on + +80 +00:05:19,290 --> 00:05:25,190 +now let's talk about interview And listen here, + +81 +00:05:25,810 --> 00:05:27,990 +generally interviews they are classified into + +82 +00:05:27,990 --> 00:05:31,290 +three types. Type number one, we called it + +83 +00:05:31,290 --> 00:05:31,730 +structured. + +84 +00:05:34,470 --> 00:05:37,430 +Type number two, as Hanin said, semi-structured. + +85 +00:05:38,350 --> 00:05:40,510 +Because there is no suffix based on structure. + +86 +00:05:40,970 --> 00:05:44,250 +Semi-structured interview. And type number three, + +87 +00:05:44,450 --> 00:05:46,510 +unstructured. + +88 +00:05:51,560 --> 00:05:56,240 +now listen in the structured interview the + +89 +00:05:56,240 --> 00:05:58,760 +structured interview number one they have set of + +90 +00:05:58,760 --> 00:06:05,140 +questions set of specific questions set of + +91 +00:06:05,140 --> 00:06:12,640 +specific questions set of specific questions they + +92 +00:06:12,640 --> 00:06:19,800 +are in a specific order and they are written in + +93 +00:06:19,800 --> 00:06:20,300 +advance + +94 +00:06:23,570 --> 00:06:26,450 +What's the meaning of written in advance? Exactly. + +95 +00:06:27,030 --> 00:06:35,330 +And they are asked for all candidates. For all + +96 +00:06:35,330 --> 00:06:41,510 +candidates in the same order. In the same order. + +97 +00:06:42,510 --> 00:06:46,130 +These are briefly the major characteristics of the + +98 +00:06:46,130 --> 00:06:50,010 +structured interview. The unstructured interview + +99 +00:06:50,010 --> 00:06:54,440 +is totally the opposite.بمعنى we do not have + +100 +00:06:54,440 --> 00:07:02,740 +certain set, no set of questions و + +101 +00:07:02,740 --> 00:07:11,000 +number two, no specific order و + +102 +00:07:11,000 --> 00:07:19,200 +not written in advance وكمل و also not asked in + +103 +00:07:19,200 --> 00:07:19,700 +the same order + +104 +00:07:22,830 --> 00:07:25,890 +sometimes we say this is a structured interview or + +105 +00:07:25,890 --> 00:07:29,970 +sometimes we called it patent exactly we called it + +106 +00:07:29,970 --> 00:07:36,450 +patent interview they are the same patent + +107 +00:07:36,450 --> 00:07:42,830 +interview okay السمي is something in between بمعنى + +108 +00:07:42,830 --> 00:07:46,410 +السمي is going to be had this is the سمي + +109 +00:07:46,410 --> 00:07:49,070 +structured interview + +110 +00:07:51,850 --> 00:07:56,710 +Exactly. In other words, Fatin, the semester they + +111 +00:07:56,710 --> 00:08:00,110 +are founded on advanced written specific order + +112 +00:08:00,110 --> 00:08:04,430 +questions. Other questions they will be drafted + +113 +00:08:04,430 --> 00:08:08,170 +based on the responses which we listen from the + +114 +00:08:08,170 --> 00:08:14,310 +interviewees. New questions which we draft while + +115 +00:08:14,310 --> 00:08:16,950 +we are listening the answers from the interview. + +116 +00:08:18,170 --> 00:08:21,590 +So semi, it is a prefix in English which means + +117 +00:08:21,590 --> 00:08:29,530 +almost, شبه, شبه موجه, شبه مركب. Okay? Now, here + +118 +00:08:29,530 --> 00:08:33,930 +the book which we are studying says from is + +119 +00:08:33,930 --> 00:08:37,410 +advising us all the time to use pattern interview + +120 +00:08:37,410 --> 00:08:42,450 +especially if the managers or the recruiters they + +121 +00:08:42,450 --> 00:08:47,550 +are inexperienced in the field of recruitment. So + +122 +00:08:47,550 --> 00:08:52,390 +if they are inexperienced, we are advising them to + +123 +00:08:52,390 --> 00:08:54,890 +depend more on the structured or the patent + +124 +00:08:54,890 --> 00:08:59,230 +interview. Why? So that they can evaluate the + +125 +00:08:59,230 --> 00:09:02,250 +candidates easily and they can compare among their + +126 +00:09:02,250 --> 00:09:05,510 +performances in a very organized and systematic + +127 +00:09:05,510 --> 00:09:13,170 +way. But if the managers are inexperienced and + +128 +00:09:13,170 --> 00:09:15,930 +they are going to conduct unstructured interview, + +129 +00:09:16,790 --> 00:09:20,710 +or semi one, they will encounter difficulty in + +130 +00:09:20,710 --> 00:09:24,430 +putting good evaluation or specific evaluation or + +131 +00:09:24,430 --> 00:09:29,370 +fair evaluation for each candidate. Clear? Any + +132 +00:09:29,370 --> 00:09:32,410 +question or comments about this? Any question or + +133 +00:09:32,410 --> 00:09:38,930 +comments? Go on. It's semi structured now. We + +134 +00:09:38,930 --> 00:09:42,570 +explained it and we said half of the questions + +135 +00:09:42,570 --> 00:09:45,170 +they are already in advance written and prepared + +136 +00:09:45,170 --> 00:09:48,510 +and half of them they are drafted during the + +137 +00:09:48,510 --> 00:09:51,310 +interview time based on the answers which we are + +138 +00:09:51,310 --> 00:09:57,430 +listening from the interviewees okay + +139 +00:09:57,430 --> 00:10:04,650 +any question go on now + +140 +00:10:04,650 --> 00:10:09,350 +listen so far we have application + +141 +00:10:14,260 --> 00:10:18,640 +Second, we made a test for the candidates. And + +142 +00:10:18,640 --> 00:10:24,580 +third, we made interview. And now, we are going to + +143 +00:10:24,580 --> 00:10:28,180 +add interview number four regarding their own + +144 +00:10:28,180 --> 00:10:31,540 +types. The interview number four, we called it + +145 +00:10:31,540 --> 00:10:36,700 +feed observation. A feed observation is a special + +146 +00:10:36,700 --> 00:10:40,760 +kind of interview. And listen how we are going to + +147 +00:10:40,760 --> 00:10:43,580 +conduct it. For example, we are going to tell + +148 +00:10:43,580 --> 00:10:47,080 +Amna, Amna she passed from the test and the first + +149 +00:10:47,080 --> 00:10:49,640 +interview, later on we are going to give her an + +150 +00:10:49,640 --> 00:10:54,240 +invitation to come and to spend with us one day + +151 +00:10:54,240 --> 00:10:59,500 +observing the actual responsibilities of the work + +152 +00:10:59,500 --> 00:11:03,080 +which she is supposed to do later on if she got + +153 +00:11:03,080 --> 00:11:08,520 +the job, if she got the job. After Amna is going + +154 +00:11:08,520 --> 00:11:10,600 +to observe the similar duties and + +155 +00:11:10,600 --> 00:11:13,320 +responsibilities, she is going to make something + +156 +00:11:13,320 --> 00:11:14,840 +called self-assessment. + +157 +00:11:18,200 --> 00:11:20,880 +This self-assessment might be positive and might + +158 +00:11:20,880 --> 00:11:24,760 +be negative. If it is positive, she will tell the + +159 +00:11:24,760 --> 00:11:28,780 +lawyer, I am ready. To do all the responsibilities + +160 +00:11:28,780 --> 00:11:32,900 +and duties which I observed. Why? Because I know + +161 +00:11:32,900 --> 00:11:36,040 +them before, I already experienced them or + +162 +00:11:36,040 --> 00:11:38,940 +experimented them or I have a good relevant + +163 +00:11:38,940 --> 00:11:43,440 +training and education regarding them. On the + +164 +00:11:43,440 --> 00:11:47,080 +other hand, she might have negative assessment. In + +165 +00:11:47,080 --> 00:11:51,460 +other words, she might say, I am sorry, I do not + +166 +00:11:51,460 --> 00:11:54,360 +or I do not want to continue with this employment + +167 +00:11:54,360 --> 00:11:56,960 +for various seasons. Number one, these duties and + +168 +00:11:56,960 --> 00:12:01,160 +responsibilities, they are new for me. I do not + +169 +00:12:01,160 --> 00:12:04,120 +experience them before. I do not have an + +170 +00:12:04,120 --> 00:12:06,100 +experience about them. I do not have relevant + +171 +00:12:06,100 --> 00:12:12,120 +training or I don't like them. Briefly. I don't + +172 +00:12:12,120 --> 00:12:16,120 +want to exercise similar duties unto others. Okay? + +173 +00:12:17,460 --> 00:12:21,880 +So in this scenario, who feel they are not likely + +174 +00:12:21,880 --> 00:12:23,880 +to meet that challenge, they can eliminate + +175 +00:12:23,880 --> 00:12:27,160 +themselves. What they hear it refers to + +176 +00:12:27,160 --> 00:12:30,980 +candidates. Exactly. Because of this, we called it + +177 +00:12:30,980 --> 00:12:37,100 +what? Self-assessment. Clear? Later on, we are + +178 +00:12:37,100 --> 00:12:39,180 +talking now about follow up. And listen here. + +179 +00:12:42,870 --> 00:12:47,270 +Self-assessment Let's + +180 +00:12:47,270 --> 00:12:49,270 +come to the first thing which I told you at the + +181 +00:12:49,270 --> 00:12:52,630 +very beginning of the class I told you the + +182 +00:12:52,630 --> 00:12:55,650 +application it's important, it's important, but it + +183 +00:12:55,650 --> 00:12:59,630 +isn't everything The test, it's important, it's + +184 +00:12:59,630 --> 00:13:02,670 +important, but it isn't everything What about the + +185 +00:13:02,670 --> 00:13:05,890 +interview, the same thing, it isn't everything Now + +186 +00:13:05,890 --> 00:13:08,950 +we would like to dig in read + +187 +00:13:16,260 --> 00:13:20,660 +Personality of the candidate. Personality of the + +188 +00:13:20,660 --> 00:13:23,900 +candidate cannot be revealed with only these + +189 +00:13:23,900 --> 00:13:30,080 +things or with your GPA in the university. This + +190 +00:13:30,080 --> 00:13:33,920 +isn't enough. I am talking to you from actual + +191 +00:13:33,920 --> 00:13:38,000 +experiences. Employers, they would like to know + +192 +00:13:38,000 --> 00:13:43,940 +who are you? Who are you as a human being? Who are + +193 +00:13:43,940 --> 00:13:48,130 +you as a person? Who are you as a person or your + +194 +00:13:48,130 --> 00:13:53,930 +ID cannot be revealed by these things. So in this + +195 +00:13:53,930 --> 00:13:56,850 +case, we have to go on and add something called + +196 +00:13:56,850 --> 00:14:00,650 +follow up. In the follow up, we are going to + +197 +00:14:00,650 --> 00:14:03,290 +collect further and extra information about you, + +198 +00:14:04,530 --> 00:14:09,110 +especially your manner, moralities, moral, + +199 +00:14:10,010 --> 00:14:15,420 +friendliness, and so on. Why? to get some + +200 +00:14:15,420 --> 00:14:17,540 +information about your personality. Your + +201 +00:14:17,540 --> 00:14:20,180 +personality is the most important thing which we + +202 +00:14:20,180 --> 00:14:21,920 +are interested in as employers. + +203 +00:14:25,100 --> 00:14:30,000 +Listen, sometimes the candidate might fill in a + +204 +00:14:30,000 --> 00:14:34,460 +very excellent application. He or she must achieve + +205 +00:14:34,460 --> 00:14:38,140 +more than 90% excellent grade in the test. Whose + +206 +00:14:38,140 --> 00:14:39,720 +score in the interview or her score in the + +207 +00:14:39,720 --> 00:14:44,250 +interview is going to be outstanding. But this is + +208 +00:14:44,250 --> 00:14:49,070 +not enough. We would like to be sure that this + +209 +00:14:49,070 --> 00:14:53,210 +person is the right person, who should be a member + +210 +00:14:53,210 --> 00:14:57,090 +with our own family, with our own teamwork. Is he + +211 +00:14:57,090 --> 00:15:00,170 +honest or dishonest? Is he loyal or disloyal? + +212 +00:15:01,470 --> 00:15:03,910 +Moral or immoral? All these things are important. + +213 +00:15:06,130 --> 00:15:10,450 +Therefore, various testing are done in the field + +214 +00:15:10,450 --> 00:15:13,700 +of sales, some of them focusing on intelligence, + +215 +00:15:14,380 --> 00:15:17,760 +second personality, and third aptitude test. + +216 +00:15:18,900 --> 00:15:20,620 +What's the meaning of aptitude? Readiness. + +217 +00:15:20,900 --> 00:15:25,380 +Exactly. Excellent Haneen, readiness. Aptitude + +218 +00:15:25,380 --> 00:15:28,120 +test means a test which can give us information if + +219 +00:15:28,120 --> 00:15:29,980 +the candidate is ready to tackle the + +220 +00:15:29,980 --> 00:15:33,680 +responsibilities of the job or not. Some persons + +221 +00:15:33,680 --> 00:15:35,840 +they are ready and they do not want further + +222 +00:15:35,840 --> 00:15:36,800 +training or orientation. + +223 +00:15:39,560 --> 00:15:42,940 +While other candidates, they need extra learning, + +224 +00:15:43,140 --> 00:15:45,700 +training, orientation and so on. So this is the + +225 +00:15:45,700 --> 00:15:49,600 +main goal of aptitude test. Finally, we are going + +226 +00:15:49,600 --> 00:15:52,280 +to make the physical examination, which we said + +227 +00:15:52,280 --> 00:15:57,420 +it's important. We shouldn't give it up. Everybody + +228 +00:15:57,420 --> 00:16:00,740 +must examine physically in a very strict way and + +229 +00:16:00,740 --> 00:16:04,760 +rigid way. Any questions or comments about this? + +230 +00:16:05,340 --> 00:16:12,500 +Move on. skip this listen here now we would like + +231 +00:16:12,500 --> 00:16:14,960 +to talk about resume analysis resume as we said it + +232 +00:16:14,960 --> 00:16:18,740 +is a CV resume in American language CV in British + +233 +00:16:18,740 --> 00:16:22,440 +language you as a recruiter you have to analyze + +234 +00:16:22,440 --> 00:16:26,580 +the CVs which you are reviewing but how I'm going + +235 +00:16:26,580 --> 00:16:30,020 +to review the CVs number one account of all dates + +236 +00:16:30,020 --> 00:16:33,660 +as we said before you have to be sure that the + +237 +00:16:33,660 --> 00:16:37,400 +dates are not overlapped If the dates are + +238 +00:16:37,400 --> 00:16:39,580 +overlapped, the dates either the years of + +239 +00:16:39,580 --> 00:16:42,100 +education or the years of work experience, if they + +240 +00:16:42,100 --> 00:16:44,840 +are overlapped, this person isn't saying the + +241 +00:16:44,840 --> 00:16:49,280 +truth. Number two, examine the number of jobs of + +242 +00:16:49,280 --> 00:16:51,420 +the length of time spent on each job. Listen here. + +243 +00:16:53,500 --> 00:16:55,420 +Why, or I'm going to ask you a question, why + +244 +00:16:55,420 --> 00:16:59,430 +should we focus on this thing? as a scanner or a + +245 +00:16:59,430 --> 00:17:02,850 +reviewer of the CV of the candidates. Because, for + +246 +00:17:02,850 --> 00:17:07,870 +example, if the person jumps over the jobs, he or + +247 +00:17:07,870 --> 00:17:13,090 +she might have a problem of copy. Disloyalty, + +248 +00:17:13,830 --> 00:17:17,890 +sustainability, commitment and so on. Excellent. + +249 +00:17:18,570 --> 00:17:23,710 +We named this phenomenon in the HR. Exactly. This + +250 +00:17:23,710 --> 00:17:26,070 +is a job hover. Excellent. + +251 +00:17:30,280 --> 00:17:33,180 +Job-hopper. He is jumping from one job over + +252 +00:17:33,180 --> 00:17:33,580 +another. + +253 +00:17:36,220 --> 00:17:42,460 +Jumping from one job to another. Is this person a + +254 +00:17:42,460 --> 00:17:44,620 +good person or a good candidate to be hired? The + +255 +00:17:44,620 --> 00:17:48,360 +answer is no. Somebody is going to ask, why? + +256 +00:17:49,240 --> 00:17:52,780 +Because simply this person is going to cause us + +257 +00:17:52,780 --> 00:17:56,940 +exhaustion. Why? He is going to leave us as he did + +258 +00:17:56,940 --> 00:18:00,580 +in the past with the previous employers. And later + +259 +00:18:00,580 --> 00:18:03,480 +on, we are going to repeat the same story from the + +260 +00:18:03,480 --> 00:18:08,420 +very beginning. Because of this, if we saw that + +261 +00:18:08,420 --> 00:18:13,000 +the candidate is working on more than one job, and + +262 +00:18:13,000 --> 00:18:15,720 +the year of service in each job is temporarily two + +263 +00:18:15,720 --> 00:18:18,700 +months, three months, then this person isn't the + +264 +00:18:18,700 --> 00:18:21,400 +right person whom you should consider for the job. + +265 +00:18:22,480 --> 00:18:25,280 +Somebody from you might say, but what if we are + +266 +00:18:25,280 --> 00:18:27,900 +working, for example, on job creation program? + +267 +00:18:29,580 --> 00:18:32,900 +Creation of job creation program. + +268 +00:18:34,280 --> 00:18:38,760 +You should indicate this in your CV. Why? To give + +269 +00:18:38,760 --> 00:18:41,580 +that chance for the evaluator to know that your + +270 +00:18:41,580 --> 00:18:45,420 +contract is finished out of your willingness. What + +271 +00:18:45,420 --> 00:18:46,620 +does it mean out of your willingness? + +272 +00:18:49,760 --> 00:18:54,360 +Gone. Three reasons for leaving jobs. This is very + +273 +00:18:54,360 --> 00:18:59,470 +important. this equation the probability of being + +274 +00:18:59,470 --> 00:19:02,590 +asked later on you will see you will remember me + +275 +00:19:02,590 --> 00:19:05,770 +the probability of asking this equation to you is + +276 +00:19:05,770 --> 00:19:09,770 +with more than 90 percent especially if you + +277 +00:19:09,770 --> 00:19:14,370 +already worked or if you are currently working if + +278 +00:19:14,370 --> 00:19:16,370 +you already worked or if you are currently working + +279 +00:19:16,370 --> 00:19:19,610 +the coming employer will ask you simply why you + +280 +00:19:19,610 --> 00:19:24,080 +are leaving your job or why you left your job Who + +281 +00:19:24,080 --> 00:19:26,980 +is this illegitimate question? It's illegitimate. + +282 +00:19:27,640 --> 00:19:31,320 +What is the smart answer for this question? Give + +283 +00:19:31,320 --> 00:19:35,400 +me possibilities. Number one, end of contract. + +284 +00:19:37,220 --> 00:19:39,540 +Because of this, I leave the job. Another + +285 +00:19:39,540 --> 00:19:44,120 +possibility, I have extended family and I'm + +286 +00:19:44,120 --> 00:19:48,160 +looking for better employment opportunity. Wasn't + +287 +00:19:48,160 --> 00:19:51,430 +it extended family? Why I'm looking for better + +288 +00:19:51,430 --> 00:19:54,730 +employment opportunity? ببحث عن فرصة عمل أفضل. + +289 +00:19:54,850 --> 00:19:58,550 +يعني أنت بتلمح لمن هنا? Excellent. للمaterialistic + +290 +00:19:58,550 --> 00:20:01,910 +compensation. طب is it shameful to mention this? + +291 +00:20:02,110 --> 00:20:08,930 +No. It's your right. Clear? That's it. Okay? Go + +292 +00:20:08,930 --> 00:20:14,790 +on. This is very important. What are some of the + +293 +00:20:14,790 --> 00:20:19,010 +common mistakes which we might fill in? Which we + +294 +00:20:19,010 --> 00:20:26,830 +might fill in if we made the interview. Number + +295 +00:20:26,830 --> 00:20:30,550 +one, failure to establish rapport. Rapport means + +296 +00:20:30,550 --> 00:20:34,810 +linkage. Exactly or connection. Exactly. Excellent + +297 +00:20:34,810 --> 00:20:41,850 +term. Connection. I asked, I am the interviewer. I + +298 +00:20:41,850 --> 00:20:44,790 +asked the interviewer a question. And later on, I + +299 +00:20:44,790 --> 00:20:47,530 +began looking at the ceiling or I began examining + +300 +00:20:47,530 --> 00:20:51,810 +my watch. This isn't appropriate or this is a + +301 +00:20:51,810 --> 00:20:55,250 +mistake for two reasons. Number one, we are + +302 +00:20:55,250 --> 00:20:58,330 +showing disrespect for the candidate. And number + +303 +00:20:58,330 --> 00:21:01,610 +two, this means you are not listening. And if you + +304 +00:21:01,610 --> 00:21:03,150 +are not listening, how are you going to play with + +305 +00:21:03,150 --> 00:21:07,290 +them? Because of this, this is reminding and it is + +306 +00:21:07,290 --> 00:21:12,410 +linked with what? With this. So you should not do + +307 +00:21:12,410 --> 00:21:16,410 +that or fill in this mistake. Now I'm going to + +308 +00:21:16,410 --> 00:21:20,410 +give you a very important story about how your + +309 +00:21:20,410 --> 00:21:24,530 +behavior in the interview can be devastating, not + +310 +00:21:24,530 --> 00:21:31,950 +only devastating, destructive. Look at here. In + +311 +00:21:31,950 --> 00:21:36,150 +1990, there in America, there was an election. + +312 +00:21:37,370 --> 00:21:39,910 +between Billy Clinton, who used to work as a + +313 +00:21:39,910 --> 00:21:45,130 +governor of Arkansas state, and George Bush, the + +314 +00:21:45,130 --> 00:21:48,470 +father. He finished his first term of the first + +315 +00:21:48,470 --> 00:21:51,510 +four years. He decided to nominate himself for the + +316 +00:21:51,510 --> 00:21:56,530 +second term. In the second term, Clinton nominated + +317 +00:21:56,530 --> 00:22:00,090 +himself from the Democratic Party. And they + +318 +00:22:00,090 --> 00:22:02,510 +decided to make, as we witnessed before a few + +319 +00:22:02,510 --> 00:22:06,090 +months, the interview debates between Obama and + +320 +00:22:06,900 --> 00:22:11,320 +Romney. The same thing George Bush who is the + +321 +00:22:11,320 --> 00:22:14,780 +president now and the new governor who isn't + +322 +00:22:14,780 --> 00:22:19,440 +famous, Billy Clinton. When the interview or the + +323 +00:22:19,440 --> 00:22:23,920 +debate happened, the president George Bush, he was + +324 +00:22:23,920 --> 00:22:27,280 +watching his watch or he was looking his watch + +325 +00:22:27,280 --> 00:22:31,870 +more than once during the interview times. This + +326 +00:22:31,870 --> 00:22:35,230 +was a fatal mistake which played one of the + +327 +00:22:35,230 --> 00:22:40,670 +reasons, one of the factors for his failure to be + +328 +00:22:40,670 --> 00:22:45,190 +a second president in the second term. Somebody is + +329 +00:22:45,190 --> 00:22:50,150 +going to wonder why? Exactly, for the people. No + +330 +00:22:50,150 --> 00:22:52,790 +respect for the interviewer, no respect for the + +331 +00:22:52,790 --> 00:22:58,330 +audience. Because of this, all the American media, + +332 +00:22:58,390 --> 00:23:02,600 +they were talking about this behavior. After that, + +333 +00:23:03,180 --> 00:23:05,680 +he killed himself, which means he failed in the + +334 +00:23:05,680 --> 00:23:09,960 +election. This is taught in the management courses + +335 +00:23:09,960 --> 00:23:14,600 +in America. The interviewer was asking the + +336 +00:23:14,600 --> 00:23:20,600 +president a question and the nominee was watching + +337 +00:23:20,600 --> 00:23:25,390 +his watch. This means he doesn't care. This means + +338 +00:23:25,390 --> 00:23:30,030 +he isn't serious. This means he is disrespecting + +339 +00:23:30,030 --> 00:23:31,930 +the people and the audience. And later on he feels + +340 +00:23:31,930 --> 00:23:37,730 +down. Now, second lack of a plan. In other words, + +341 +00:23:39,070 --> 00:23:42,190 +we are not planning for the questions. All + +342 +00:23:42,190 --> 00:23:46,090 +questions are haphazard. Or they are coming from + +343 +00:23:46,090 --> 00:23:49,150 +our own minds. Or they are not related to job + +344 +00:23:49,150 --> 00:23:52,790 +responsibilities. Number three, insufficient time. + +345 +00:23:53,630 --> 00:23:58,770 +We do not have enough time. Or we are giving the + +346 +00:23:58,770 --> 00:24:01,030 +first candidate 30 minutes and the second + +347 +00:24:01,030 --> 00:24:03,110 +candidate 20 minutes and the final candidate 5 + +348 +00:24:03,110 --> 00:24:07,890 +minutes. Is this fair? No. So we must distribute + +349 +00:24:07,890 --> 00:24:09,830 +our times equally. + +350 +00:24:12,230 --> 00:24:15,630 +Five, personal bias. This personal bias is + +351 +00:24:15,630 --> 00:24:18,770 +something very essential. Somebody is going to say + +352 +00:24:18,770 --> 00:24:21,550 +how the bias can happen. It can happen based on + +353 +00:24:21,550 --> 00:24:29,170 +sex, based on gender, based on race. We do not + +354 +00:24:29,170 --> 00:24:30,710 +want to mention race because we do not have race + +355 +00:24:30,710 --> 00:24:32,690 +in the community and political affiliation. + +356 +00:24:33,730 --> 00:24:37,190 +Families, age. And sometimes families. I agree + +357 +00:24:37,190 --> 00:24:41,500 +with you. And sometimes families. Or names of + +358 +00:24:41,500 --> 00:24:41,840 +families. + +359 +00:24:44,980 --> 00:24:48,520 +Okay, maybe. So all these things, they are + +360 +00:24:48,520 --> 00:24:55,640 +inappropriate. Inappropriate. Irrelevant. And we + +361 +00:24:55,640 --> 00:24:58,820 +should not be trapped by them. If you are going to + +362 +00:24:58,820 --> 00:25:02,540 +be trapped by them, it means your evaluation as + +363 +00:25:02,540 --> 00:25:07,860 +interviewer is not correct. It isn't fair. And it + +364 +00:25:07,860 --> 00:25:11,910 +isn't fair. Look at this. Regarding the first + +365 +00:25:11,910 --> 00:25:15,630 +factor, if the employer is a man, he might be + +366 +00:25:15,630 --> 00:25:17,690 +biased and try to prefer a candidate who is + +367 +00:25:17,690 --> 00:25:22,810 +belonging to the manhood. Or if she is female, she + +368 +00:25:22,810 --> 00:25:27,870 +might prefer to hire a female one and so on. This + +369 +00:25:27,870 --> 00:25:31,390 +is what? Bias. The same thing with the second + +370 +00:25:31,390 --> 00:25:35,550 +factor and the third factor and so on. The final + +371 +00:25:35,550 --> 00:25:38,930 +one is questions. All the questions should be + +372 +00:25:38,930 --> 00:25:43,400 +fair. If you ask one question and you draft it in + +373 +00:25:43,400 --> 00:25:46,260 +a specific way, the same draft must be distributed + +374 +00:25:46,260 --> 00:25:50,160 +to the other candidates. Because any question can + +375 +00:25:50,160 --> 00:25:52,560 +be drafted in more than one way. Some of the + +376 +00:25:52,560 --> 00:25:56,780 +drafting is direct and easy and others complex and + +377 +00:25:56,780 --> 00:26:00,300 +indirect. Finally, first impression, this is very + +378 +00:26:00,300 --> 00:26:03,760 +dangerous. Somebody is going to say, why it is + +379 +00:26:03,760 --> 00:26:07,780 +dangerous? Listen here. If you are going to hire + +380 +00:26:07,780 --> 00:26:10,500 +for example a salesperson and she is female and + +381 +00:26:10,500 --> 00:26:14,500 +she is beautiful and so on, the interviewer is + +382 +00:26:14,500 --> 00:26:16,340 +going to be satisfied and he is going to be happy. + +383 +00:26:18,220 --> 00:26:22,320 +His happiness and his imagination in this beauty + +384 +00:26:22,320 --> 00:26:27,340 +might lead him to mis-evaluate her even though her + +385 +00:26:27,340 --> 00:26:28,980 +answers are incorrect. + +386 +00:26:31,480 --> 00:26:35,400 +And sometimes if this candidate she isn't + +387 +00:26:35,400 --> 00:26:40,780 +beautiful, or ugly or whatever, her ugliness might + +388 +00:26:40,780 --> 00:26:44,960 +lead the evaluator to evaluate her in a very bad + +389 +00:26:44,960 --> 00:26:49,540 +way, even though her answers are correct. Because + +390 +00:26:49,540 --> 00:26:52,080 +of this, we are saying the evaluator or the + +391 +00:26:52,080 --> 00:26:56,540 +interviewer now becomes a prisoner. A prisoner for + +392 +00:26:56,540 --> 00:27:01,980 +what? Exactly. And after that, he or she will not + +393 +00:27:01,980 --> 00:27:05,270 +evaluate in an appropriate way. the book isn't + +394 +00:27:05,270 --> 00:27:16,370 +mentioning another mistake which is read the + +395 +00:27:16,370 --> 00:27:20,510 +candidate somebody is going to say how this can be + +396 +00:27:20,510 --> 00:27:23,370 +a mistake listen here Hanin if the candidate is + +397 +00:27:23,370 --> 00:27:27,710 +preceded by a strong candidate he will fail if he + +398 +00:27:27,710 --> 00:27:31,990 +is in a lower level than him he will fail and vice + +399 +00:27:31,990 --> 00:27:37,800 +versa So number one, the order of the candidates + +400 +00:27:37,800 --> 00:27:40,160 +is playing an important role and sometimes it is + +401 +00:27:40,160 --> 00:27:41,800 +going to lead to mistakes. Let's give example, + +402 +00:27:42,880 --> 00:27:46,040 +Fatin is candidate number one, Iman is candidate + +403 +00:27:46,040 --> 00:27:50,540 +number two, Amna three, Hanin four and Aisha five. + +404 +00:27:52,820 --> 00:27:57,460 +With Fatin, when we are going to interview her, we + +405 +00:27:57,460 --> 00:28:01,670 +as interviewers and evaluators, we are awakened We + +406 +00:28:01,670 --> 00:28:05,210 +are energetic now, we are concentrated, and + +407 +00:28:05,210 --> 00:28:08,230 +everything which will be said by Fatin will be + +408 +00:28:08,230 --> 00:28:11,690 +recorded and evaluated in a very nice way. Later + +409 +00:28:11,690 --> 00:28:15,530 +on, your zeal and activity will get down. With + +410 +00:28:15,530 --> 00:28:19,430 +Iman, our ability will get down. With Amna, more + +411 +00:28:19,430 --> 00:28:24,490 +and more. With Hanin, we finished. With Aisha, + +412 +00:28:25,770 --> 00:28:30,330 +Zero. And even we do not have or we are not ready + +413 +00:28:30,330 --> 00:28:33,770 +to listen anything from her. Because of this we + +414 +00:28:33,770 --> 00:28:38,390 +are saying order is important. The first. And if + +415 +00:28:38,390 --> 00:28:41,170 +you are in middle, I doubt it. If you are the + +416 +00:28:41,170 --> 00:28:44,750 +last, you are committing a suicide. Really. + +417 +00:28:45,750 --> 00:28:47,610 +Because of this we are saying order of the + +418 +00:28:47,610 --> 00:28:50,450 +candidates is something very important. Somebody + +419 +00:28:50,450 --> 00:28:52,270 +is going to say, how we are going to overcome this + +420 +00:28:52,270 --> 00:28:55,720 +mistake? If the interviewers felt that their + +421 +00:28:55,720 --> 00:29:00,000 +activity or concentration is deteriorating, stop + +422 +00:29:00,000 --> 00:29:04,340 +interviewing and have a break. Five minutes, ten + +423 +00:29:04,340 --> 00:29:07,660 +minutes and later on resume your interview. + +424 +00:29:10,520 --> 00:29:14,820 +Order. Yes, the order is connected with time, but + +425 +00:29:14,820 --> 00:29:17,680 +the major thing is order. Clear? + +426 +00:29:21,020 --> 00:29:23,560 +Any question about this? Let's move on. + +427 +00:29:35,200 --> 00:29:38,760 +Now listen, these are sample of the questions + +428 +00:29:38,760 --> 00:29:42,420 +which we might use in the interview. Sample of the + +429 +00:29:42,420 --> 00:29:46,060 +questions. Number two, three, four, sample of the + +430 +00:29:46,060 --> 00:29:51,350 +questions. 5,6,7 sample of the questions 8 and 9 + +431 +00:29:51,350 --> 00:29:53,830 +sample of the questions where we would like to + +432 +00:29:53,830 --> 00:29:58,390 +take a sample let's talk about 8 all the time + +433 +00:29:58,390 --> 00:30:00,650 +remember why should we hire you this is one of the + +434 +00:30:00,650 --> 00:30:02,290 +most common repeated question in the interviews + +435 +00:30:02,290 --> 00:30:06,010 +you should prepare an answer for it another + +436 +00:30:06,010 --> 00:30:09,210 +question especially if it is in sales you might be + +437 +00:30:09,210 --> 00:30:12,650 +asked a situational question how? sell me this + +438 +00:30:12,650 --> 00:30:15,630 +pen, we are a company which is producing + +439 +00:30:15,630 --> 00:30:19,410 +stationary Please, this is the pen which we are + +440 +00:30:19,410 --> 00:30:21,910 +manufacturing, tell me how you are going to sell + +441 +00:30:21,910 --> 00:30:25,870 +it to me, as a customer, and you as a sales + +442 +00:30:25,870 --> 00:30:30,690 +person. Is this a situation? It's a situation. Are + +443 +00:30:30,690 --> 00:30:32,810 +we going to demonstrate our ability to that? Yes. + +444 +00:30:33,950 --> 00:30:37,970 +And listen here, more than nowadays, more than 60 + +445 +00:30:37,970 --> 00:30:40,370 +up to 70% from the questions in the interview, + +446 +00:30:40,470 --> 00:30:45,520 +they are based on situations. Either what happened + +447 +00:30:45,520 --> 00:30:49,300 +to you in the past or hypothetical one. What's the + +448 +00:30:49,300 --> 00:30:52,760 +meaning of hypothetical? Exactly. And this is the + +449 +00:30:52,760 --> 00:30:55,500 +meaning of situational interview or situational + +450 +00:30:55,500 --> 00:31:00,260 +questions. Any questions, any comments about this? + +451 +00:31:01,400 --> 00:31:06,480 +Here, read this at home, at home. What's the + +452 +00:31:06,480 --> 00:31:09,600 +signature? Next time we are going to talk about + +453 +00:31:09,600 --> 00:31:14,270 +how you can be a super salesperson. What is left + +454 +00:31:14,270 --> 00:31:16,550 +in this chapter is very limited. We will go on + +455 +00:31:16,550 --> 00:31:20,570 +with what makes you a super salesperson. In the + +456 +00:31:20,570 --> 00:31:22,790 +first 15 minutes we will finish chapter number 7 + +457 +00:31:22,790 --> 00:31:25,230 +and later on we will go with our last chapter. + +458 +00:31:25,910 --> 00:31:29,650 +Please prepare your own report on Monday. Hard + +459 +00:31:29,650 --> 00:31:31,730 +coming. Any question I can convince about this + +460 +00:31:31,730 --> 00:31:31,990 +class? + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..a55365b841c369ca033af861668d7348bab8abba --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2LhT00HJ8A0_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4734, "start": 21.08, "end": 47.34, "text": " Okay, good morning. Today we will go on with the selection process of hiring a new salesperson or hiring anybody who belongs to the sales team. In this part particularly, we are going to talk about the interview. Generally, the interview is something very important. 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With second one, we called it secondary interview. Well, this is reminding us with the map which we studied, secondary interview, and over there, the primal interview. In the primal interview, somebody is going to say, why they say they are focusing on two kinds of interviews? 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These skills include number one, look at this, poor speech pattern. If the candidate is having poor speech pattern, this means that this person does not fit to work with us as assistant. 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These are the three characteristics which we can grasp or predict after we are going to conduct the primal interview. If the candidate is missing one out of these three qualities or traits, then we have the right to disqualify him or her. 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In other words, Fatin, the semester they are founded on advanced written specific order questions. Other questions they will be drafted based on the responses which we listen from the interviewees. 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Okay? 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Clear? Any question or comments about this? Any question or comments? Go on. It's semi structured now. 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This self-assessment might be positive and might be negative. 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Personality of the candidate cannot be revealed with only these things or with your GPA in the university. This isn't enough. I am talking to you from actual experiences. Employers, they would like to know who are you? Who are you as a human being? 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"text": " Who are you as a person or your ID cannot be revealed by these things. So in this case, we have to go on and add something called follow up. In the follow up, we are going to collect further and extra information about you, especially your manner, moralities, moral, friendliness, and so on. Why?", "tokens": [2102, 366, 291, 382, 257, 954, 420, 428, 7348, 2644, 312, 9599, 538, 613, 721, 13, 407, 294, 341, 1389, 11, 321, 362, 281, 352, 322, 293, 909, 746, 1219, 1524, 493, 13, 682, 264, 1524, 493, 11, 321, 366, 516, 281, 2500, 3052, 293, 2857, 1589, 466, 291, 11, 2318, 428, 9060, 11, 9723, 1088, 11, 9723, 11, 1277, 32268, 11, 293, 370, 322, 13, 1545, 30], "avg_logprob": -0.1735733643822048, "compression_ratio": 1.5153061224489797, "no_speech_prob": 0.0, "words": [{"start": 826.49, "end": 826.71, "word": " Who", "probability": 0.51513671875}, {"start": 826.71, "end": 826.95, "word": " are", "probability": 0.77587890625}, {"start": 826.95, "end": 827.09, "word": " you", "probability": 0.9599609375}, {"start": 827.09, "end": 827.25, "word": " as", "probability": 0.94677734375}, {"start": 827.25, "end": 827.35, "word": " a", "probability": 0.982421875}, {"start": 827.35, "end": 827.67, "word": " person", "probability": 0.904296875}, {"start": 827.67, "end": 827.91, "word": " 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Your personality is the most important thing which we are interested in as employers. Listen, sometimes the candidate might fill in a very excellent application. He or she must achieve more than 90% excellent grade in the test. 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Number two, examine the number of jobs of the length of time spent on each job. Listen here. Why, or I'm going to ask you a question, why should we focus on this thing?", "tokens": [759, 264, 11691, 366, 670, 875, 3320, 11, 264, 11691, 2139, 264, 924, 295, 3309, 420, 264, 924, 295, 589, 1752, 11, 498, 436, 366, 670, 875, 3320, 11, 341, 954, 1943, 380, 1566, 264, 3494, 13, 5118, 732, 11, 17496, 264, 1230, 295, 4782, 295, 264, 4641, 295, 565, 4418, 322, 1184, 1691, 13, 7501, 510, 13, 1545, 11, 420, 286, 478, 516, 281, 1029, 291, 257, 1168, 11, 983, 820, 321, 1879, 322, 341, 551, 30], "avg_logprob": -0.2393196161034741, "compression_ratio": 1.6225490196078431, "no_speech_prob": 0.0, "words": [{"start": 996.28, "end": 996.52, "word": " If", "probability": 0.59130859375}, {"start": 996.52, "end": 996.7, "word": " the", "probability": 0.82666015625}, {"start": 996.7, "end": 997.04, "word": " dates", "probability": 0.89599609375}, {"start": 997.04, "end": 997.4, "word": " are", "probability": 0.8701171875}, {"start": 997.4, "end": 998.02, "word": " overlapped,", "probability": 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Because, for example, if the person jumps over the jobs, he or she might have a problem of copy. Disloyalty, sustainability, commitment and so on. Excellent. We named this phenomenon in the HR. Exactly. This is a job hover. 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He is jumping from one job over another. Jumping from one job to another. Is this person a good person or a good candidate to be hired? The answer is no. Somebody is going to ask, why? Because simply this person is going to cause us exhaustion. Why? He is going to leave us as he did in the past with the previous employers.", "tokens": [18602, 12, 9050, 610, 13, 634, 307, 11233, 490, 472, 1691, 670, 1071, 13, 18697, 278, 490, 472, 1691, 281, 1071, 13, 1119, 341, 954, 257, 665, 954, 420, 257, 665, 11532, 281, 312, 13144, 30, 440, 1867, 307, 572, 13, 13463, 307, 516, 281, 1029, 11, 983, 30, 1436, 2935, 341, 954, 307, 516, 281, 3082, 505, 47408, 13, 1545, 30, 634, 307, 516, 281, 1856, 505, 382, 415, 630, 294, 264, 1791, 365, 264, 3894, 16744, 13], "avg_logprob": -0.19169921409338714, "compression_ratio": 1.685, "no_speech_prob": 0.0, "words": [{"start": 1050.28, "end": 1050.62, "word": " Job", "probability": 0.7314453125}, {"start": 1050.62, "end": 1051.02, "word": "-hopper.", "probability": 0.54296875}, {"start": 1051.54, "end": 1051.74, "word": " He", "probability": 0.87451171875}, {"start": 1051.74, "end": 1051.9, "word": " is", "probability": 0.73388671875}, {"start": 1051.9, "end": 1052.18, "word": " jumping", "probability": 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Because of this, if we saw that the candidate is working on more than one job, and the year of service in each job is temporarily two months, three months, then this person isn't the right person whom you should consider for the job. Somebody from you might say, but what if we are working, for example, on job creation program?", "tokens": [400, 1780, 322, 11, 321, 366, 516, 281, 7149, 264, 912, 1657, 490, 264, 588, 2863, 13, 1436, 295, 341, 11, 498, 321, 1866, 300, 264, 11532, 307, 1364, 322, 544, 813, 472, 1691, 11, 293, 264, 1064, 295, 2643, 294, 1184, 1691, 307, 23750, 732, 2493, 11, 1045, 2493, 11, 550, 341, 954, 1943, 380, 264, 558, 954, 7101, 291, 820, 1949, 337, 264, 1691, 13, 13463, 490, 291, 1062, 584, 11, 457, 437, 498, 321, 366, 1364, 11, 337, 1365, 11, 322, 1691, 8016, 1461, 30], "avg_logprob": -0.20400280229161294, "compression_ratio": 1.6437246963562753, "no_speech_prob": 0.0, "words": [{"start": 1080.18, "end": 1080.38, "word": " And", "probability": 0.288818359375}, {"start": 1080.38, "end": 1080.58, "word": " later", "probability": 0.87890625}, {"start": 1080.58, "end": 1080.92, "word": " on,", "probability": 0.89892578125}, {"start": 1081.5, "end": 1081.62, "word": " we", "probability": 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You should indicate this in your CV. Why? To give that chance for the evaluator to know that your contract is finished out of your willingness. What does it mean out of your willingness? Gone. Three reasons for leaving jobs. 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It's illegitimate. What is the smart answer for this question? Give me possibilities. Number one, end of contract. Because of this, I leave the job. Another possibility, I have extended family and I'm looking for better employment opportunity. 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Excellent. للمaterialistic compensation. طب is it shameful to mention this? No. It's your right. Clear? That's it. Okay? Go on. This is very important. What are some of the common mistakes which we might fill in?", "tokens": [1545, 286, 478, 1237, 337, 1101, 11949, 2650, 30, 4724, 49628, 12984, 18871, 6156, 2288, 9381, 3660, 6225, 42213, 5551, 5172, 11242, 1211, 13, 37495, 22653, 14739, 2655, 39894, 19528, 5016, 5296, 27842, 34105, 30, 16723, 13, 5296, 19528, 40364, 3142, 19644, 13, 23032, 3555, 307, 309, 49600, 281, 2152, 341, 30, 883, 13, 467, 311, 428, 558, 13, 14993, 30, 663, 311, 309, 13, 1033, 30, 1037, 322, 13, 639, 307, 588, 1021, 13, 708, 366, 512, 295, 264, 2689, 8038, 597, 321, 1062, 2836, 294, 30], "avg_logprob": -0.24473314472798552, "compression_ratio": 1.3245283018867924, "no_speech_prob": 0.0, "words": [{"start": 1190.07, "end": 1190.43, "word": " Why", "probability": 0.45703125}, {"start": 1190.43, "end": 1190.65, "word": " I'm", "probability": 0.73828125}, {"start": 1190.65, "end": 1190.87, "word": " looking", "probability": 0.90185546875}, {"start": 1190.87, "end": 1191.15, "word": " for", "probability": 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Number one, failure to establish rapport. Rapport means linkage. Exactly or connection. Exactly. Excellent term. Connection. I asked, I am the interviewer. 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This isn't appropriate or this is a mistake for two reasons. Number one, we are showing disrespect for the candidate. And number two, this means you are not listening. And if you are not listening, how are you going to play with them? Because of this, this is reminding and it is linked with what? 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Now I'm going to give you a very important story about how your behavior in the interview can be devastating, not only devastating, destructive. Look at here. 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This is taught in the management courses in America. 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This means he isn't serious. This means he is disrespecting the people and the audience. And later on he feels down. Now, second lack of a plan. In other words, we are not planning for the questions. 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Okay, maybe. So all these things, they are inappropriate. Inappropriate. Irrelevant. And we should not be trapped by them. If you are going to be trapped by them, it means your evaluation as interviewer is not correct. It isn't fair. And it isn't fair. 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Or if she is female, she might prefer to hire a female one and so on. This is what? Bias. The same thing with the second factor and the third factor and so on. The final one is questions. 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Because any question can be drafted in more than one way. Some of the drafting is direct and easy and others complex and indirect. Finally, first impression, this is very dangerous. Somebody is going to say, why it is dangerous? 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Because of this, we are saying the evaluator or the interviewer now becomes a prisoner. A prisoner for what? Exactly. 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Let's give example, Fatin is candidate number one, Iman is candidate number two, Amna three, Hanin four and Aisha five. With Fatin, when we are going to interview her, we as interviewers and evaluators, we are awakened", "tokens": [407, 1230, 472, 11, 264, 1668, 295, 264, 11255, 307, 2433, 364, 1021, 3090, 293, 2171, 309, 307, 516, 281, 1477, 281, 8038, 13, 961, 311, 976, 1365, 11, 16948, 259, 307, 11532, 1230, 472, 11, 286, 1601, 307, 11532, 1230, 732, 11, 2012, 629, 1045, 11, 7820, 259, 1451, 293, 316, 16546, 1732, 13, 2022, 16948, 259, 11, 562, 321, 366, 516, 281, 4049, 720, 11, 321, 382, 4049, 433, 293, 6133, 3391, 11, 321, 366, 46468], "avg_logprob": -0.2565268866623504, "compression_ratio": 1.6650246305418719, "no_speech_prob": 0.0, "words": [{"start": 1654.34, "end": 1654.64, "word": " So", "probability": 0.54443359375}, {"start": 1654.64, "end": 1654.9, "word": " number", "probability": 0.63525390625}, {"start": 1654.9, "end": 1655.28, "word": " one,", "probability": 0.68115234375}, {"start": 1656.72, "end": 1656.88, "word": " the", "probability": 0.81640625}, {"start": 1656.88, "end": 1657.22, 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Later on, your zeal and activity will get down. With Iman, our ability will get down. With Amna, more and more. With Hanin, we finished. With Aisha,", "tokens": [492, 366, 24935, 586, 11, 321, 366, 21321, 11, 293, 1203, 597, 486, 312, 848, 538, 16948, 259, 486, 312, 8287, 293, 25509, 294, 257, 588, 1481, 636, 13, 11965, 322, 11, 428, 5277, 304, 293, 5191, 486, 483, 760, 13, 2022, 286, 1601, 11, 527, 3485, 486, 483, 760, 13, 2022, 2012, 629, 11, 544, 293, 544, 13, 2022, 7820, 259, 11, 321, 4335, 13, 2022, 316, 16546, 11], "avg_logprob": -0.21016725981739207, "compression_ratio": 1.625, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1681.39, "end": 1681.67, "word": " We", "probability": 0.60791015625}, {"start": 1681.67, "end": 1682.07, "word": " are", "probability": 0.9150390625}, {"start": 1682.07, "end": 1682.69, "word": " energetic", "probability": 0.8076171875}, {"start": 1682.69, "end": 1683.11, "word": " now,", "probability": 0.93017578125}, {"start": 1683.57, "end": 1683.69, "word": " we", "probability": 0.91796875}, {"start": 1683.69, "end": 1683.85, "word": " are", "probability": 0.9404296875}, {"start": 1683.85, "end": 1684.53, "word": " concentrated,", "probability": 0.921875}, {"start": 1684.81, "end": 1685.21, "word": " and", "probability": 0.62109375}, {"start": 1685.21, "end": 1685.59, "word": " everything", "probability": 0.90771484375}, {"start": 1685.59, "end": 1686.05, "word": " which", "probability": 0.71044921875}, {"start": 1686.05, "end": 1686.35, "word": " will", "probability": 0.7763671875}, {"start": 1686.35, "end": 1686.63, "word": " be", "probability": 0.94482421875}, {"start": 1686.63, "end": 1686.89, "word": " said", "probability": 0.91357421875}, {"start": 1686.89, "end": 1687.15, "word": " by", "probability": 0.94677734375}, {"start": 1687.15, "end": 1687.55, "word": " Fatin", "probability": 0.55126953125}, {"start": 1687.55, "end": 1688.05, "word": " will", "probability": 0.76611328125}, {"start": 1688.05, "end": 1688.23, "word": " be", "probability": 0.94580078125}, {"start": 1688.23, "end": 1688.65, "word": " recorded", "probability": 0.94140625}, {"start": 1688.65, "end": 1688.93, "word": " and", "probability": 0.93505859375}, {"start": 1688.93, "end": 1689.31, "word": " evaluated", "probability": 0.9130859375}, {"start": 1689.31, "end": 1689.49, "word": " in", "probability": 0.94970703125}, {"start": 1689.49, "end": 1689.59, "word": " a", "probability": 0.98828125}, {"start": 1689.59, "end": 1689.75, "word": " very", "probability": 0.80908203125}, {"start": 1689.75, "end": 1689.95, "word": " nice", "probability": 0.87939453125}, {"start": 1689.95, "end": 1690.17, "word": " way.", "probability": 0.94677734375}, {"start": 1691.37, "end": 1691.69, "word": " Later", "probability": 0.8212890625}, {"start": 1691.69, "end": 1692.09, "word": " on,", "probability": 0.94580078125}, {"start": 1692.17, "end": 1692.35, "word": " your", "probability": 0.814453125}, {"start": 1692.35, "end": 1692.71, "word": " zeal", "probability": 0.966796875}, {"start": 1692.71, "end": 1692.91, "word": " and", "probability": 0.94140625}, {"start": 1692.91, "end": 1693.45, "word": " activity", "probability": 0.8876953125}, {"start": 1693.45, "end": 1693.93, "word": " will", "probability": 0.8681640625}, {"start": 1693.93, "end": 1694.15, "word": " get", "probability": 0.7265625}, {"start": 1694.15, "end": 1694.47, "word": " down.", "probability": 0.85693359375}, {"start": 1695.33, "end": 1695.53, "word": " With", "probability": 0.8935546875}, {"start": 1695.53, "end": 1695.93, "word": " Iman,", "probability": 0.7568359375}, {"start": 1696.29, "end": 1696.51, "word": " our", "probability": 0.85986328125}, {"start": 1696.51, "end": 1696.91, "word": " ability", "probability": 0.94384765625}, {"start": 1696.91, "end": 1697.23, "word": " will", "probability": 0.84765625}, {"start": 1697.23, "end": 1697.71, "word": " get", "probability": 0.92333984375}, {"start": 1697.71, "end": 1698.01, "word": " down.", "probability": 0.8564453125}, {"start": 1698.39, "end": 1698.57, "word": " With", "probability": 0.900390625}, {"start": 1698.57, "end": 1698.97, "word": " Amna,", "probability": 0.836181640625}, {"start": 1699.27, "end": 1699.43, "word": " more", "probability": 0.92578125}, {"start": 1699.43, "end": 1699.61, "word": " and", "probability": 0.9443359375}, {"start": 1699.61, "end": 1699.85, "word": " more.", "probability": 0.93798828125}, {"start": 1700.09, "end": 1700.29, "word": " With", "probability": 0.8974609375}, {"start": 1700.29, "end": 1700.61, "word": " Hanin,", "probability": 0.70166015625}, {"start": 1700.73, "end": 1701.73, "word": " we", "probability": 0.283203125}, {"start": 1701.73, "end": 1702.11, "word": " finished.", "probability": 0.354248046875}, {"start": 1702.99, "end": 1703.63, "word": " With", "probability": 0.9013671875}, {"start": 1703.63, "end": 1704.49, "word": " Aisha,", "probability": 0.81298828125}], "temperature": 1.0}, {"id": 62, "seek": 173263, "start": 1705.77, "end": 1732.63, "text": " Zero. And even we do not have or we are not ready to listen anything from her. Because of this we are saying order is important. The first. And if you are in middle, I doubt it. If you are the last, you are committing a suicide. Really. Because of this we are saying order of the candidates is something very important. Somebody is going to say, how we are going to overcome this mistake?", "tokens": [17182, 13, 400, 754, 321, 360, 406, 362, 420, 321, 366, 406, 1919, 281, 2140, 1340, 490, 720, 13, 1436, 295, 341, 321, 366, 1566, 1668, 307, 1021, 13, 440, 700, 13, 400, 498, 291, 366, 294, 2808, 11, 286, 6385, 309, 13, 759, 291, 366, 264, 1036, 11, 291, 366, 26659, 257, 12308, 13, 4083, 13, 1436, 295, 341, 321, 366, 1566, 1668, 295, 264, 11255, 307, 746, 588, 1021, 13, 13463, 307, 516, 281, 584, 11, 577, 321, 366, 516, 281, 10473, 341, 6146, 30], "avg_logprob": -0.17924360236661, "compression_ratio": 1.792626728110599, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1705.77, "end": 1706.21, "word": " Zero.", "probability": 0.6396484375}, {"start": 1707.07, "end": 1707.29, "word": " And", "probability": 0.7861328125}, {"start": 1707.29, "end": 1707.69, "word": " even", "probability": 0.7744140625}, {"start": 1707.69, "end": 1707.93, "word": " we", "probability": 0.3984375}, {"start": 1707.93, 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Let's move on. Now listen, these are sample of the questions which we might use in the interview. Sample of the questions. 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What's the meaning of hypothetical? Exactly. And this is the meaning of situational interview or situational questions. Any questions, any comments about this? Here, read this at home, at home. What's the signature? 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Today we will go on with the + +2 +00:00:25,900 --> 00:00:29,620 +selection process of hiring a new salesperson or + +3 +00:00:29,620 --> 00:00:34,580 +hiring anybody who belongs to the sales team. In + +4 +00:00:34,580 --> 00:00:36,660 +this part particularly, we are going to talk about + +5 +00:00:36,660 --> 00:00:40,760 +the interview. Generally, the interview is + +6 +00:00:40,760 --> 00:00:44,260 +something very important. Today we are going to + +7 +00:00:44,260 --> 00:00:47,340 +shed light on the fact which I told you before. + +8 +00:00:48,260 --> 00:00:51,480 +when I gave you the grades of the midterm exam + +9 +00:00:51,480 --> 00:00:54,980 +many of the students were panic many of the + +10 +00:00:54,980 --> 00:00:58,600 +students were not satisfied either male or female + +11 +00:00:58,600 --> 00:01:01,040 +and today we are going to give you another + +12 +00:01:01,040 --> 00:01:05,440 +evidence that your transcript or certificate is + +13 +00:01:05,440 --> 00:01:10,640 +not enough for getting a job so if you are going + +14 +00:01:10,640 --> 00:01:14,060 +to look at her It is a critical part for the + +15 +00:01:14,060 --> 00:01:16,020 +selection or of the selection process for all + +16 +00:01:16,020 --> 00:01:18,280 +sales positions because interpersonal skills are + +17 +00:01:18,280 --> 00:01:23,120 +so important in sales. The interpersonal skills, + +18 +00:01:23,420 --> 00:01:25,740 +they are not only critical in sales positions, + +19 +00:01:27,040 --> 00:01:29,800 +they are critical in all the positions in + +20 +00:01:29,800 --> 00:01:34,540 +business. Now if you are going to focus only on + +21 +00:01:34,540 --> 00:01:36,540 +the results or the outcomes of the written tests, + +22 +00:01:37,780 --> 00:01:42,660 +this isn't enough. Because tests cannot give us + +23 +00:01:42,660 --> 00:01:46,960 +any information about the verbal skills which must + +24 +00:01:46,960 --> 00:01:50,800 +be available in the character of any candidate. In + +25 +00:01:50,800 --> 00:01:52,480 +the test, what we are going to do? We are going to + +26 +00:01:52,480 --> 00:01:55,440 +write down. Can we communicate? Can we speak? No. + +27 +00:01:56,640 --> 00:01:59,820 +Therefore, the employer cannot get enough + +28 +00:01:59,820 --> 00:02:02,740 +information about your potential or skills of + +29 +00:02:02,740 --> 00:02:06,360 +communication. So interviews are typically + +30 +00:02:06,360 --> 00:02:10,110 +conducted at two levels. Level number one, we + +31 +00:02:10,110 --> 00:02:14,370 +called it a primal interview. With second one, we + +32 +00:02:14,370 --> 00:02:16,690 +called it secondary interview. Well, this is + +33 +00:02:16,690 --> 00:02:20,370 +reminding us with the map which we studied, + +34 +00:02:20,570 --> 00:02:24,610 +secondary interview, and over there, the primal + +35 +00:02:24,610 --> 00:02:27,750 +interview. In the primal interview, somebody is + +36 +00:02:27,750 --> 00:02:29,710 +going to say, why they say they are focusing on + +37 +00:02:29,710 --> 00:02:33,050 +two kinds of interviews? For one simple reason. + +38 +00:02:34,170 --> 00:02:37,610 +The primal interview, it is going to dig in the + +39 +00:02:37,610 --> 00:02:40,350 +character of the candidates to identify if they + +40 +00:02:40,350 --> 00:02:43,870 +are enjoying interpersonal skills or not. These + +41 +00:02:43,870 --> 00:02:48,310 +skills include number one, look at this, poor + +42 +00:02:48,310 --> 00:02:52,510 +speech pattern. If the candidate is having poor + +43 +00:02:52,510 --> 00:02:55,610 +speech pattern, this means that this person does + +44 +00:02:55,610 --> 00:03:00,570 +not fit to work with us as assistant. Number two, + +45 +00:03:01,370 --> 00:03:06,160 +unacceptable appearance. And finally, lack of + +46 +00:03:06,160 --> 00:03:09,980 +necessary maturity. These are the three + +47 +00:03:09,980 --> 00:03:15,560 +characteristics which we can grasp or predict + +48 +00:03:15,560 --> 00:03:18,160 +after we are going to conduct the primal + +49 +00:03:18,160 --> 00:03:22,420 +interview. If the candidate is missing one out of + +50 +00:03:22,420 --> 00:03:25,880 +these three qualities or traits, then we have the + +51 +00:03:25,880 --> 00:03:29,000 +right to disqualify him or her. What does it mean + +52 +00:03:29,000 --> 00:03:33,210 +to disqualify him or her? Drop him or her out from + +53 +00:03:33,210 --> 00:03:37,910 +the candidacy. So this is the major function of + +54 +00:03:37,910 --> 00:03:41,810 +the first interview. + +55 +00:03:43,210 --> 00:03:47,790 +The initial interview is followed by the main + +56 +00:03:47,790 --> 00:03:51,630 +interview in which candidates are screened in + +57 +00:03:51,630 --> 00:03:54,330 +order to identify people who best match the job + +58 +00:03:54,330 --> 00:03:58,690 +qualification. Now, one benefits of the interview + +59 +00:03:58,690 --> 00:04:01,090 +is that manager can follow up on information + +60 +00:04:01,090 --> 00:04:08,770 +obtained from application blanks. Now, we finished + +61 +00:04:08,770 --> 00:04:12,050 +the first interview, we are sure that the + +62 +00:04:12,050 --> 00:04:14,190 +candidates are having or enjoying interpersonal + +63 +00:04:14,190 --> 00:04:18,610 +skills, including all these things, so now we can + +64 +00:04:18,610 --> 00:04:22,250 +qualify him to go or qualify her to go on to pass + +65 +00:04:22,250 --> 00:04:26,280 +the second or the secondary interview. This is + +66 +00:04:26,280 --> 00:04:29,080 +reminding us with what is happening in the + +67 +00:04:29,080 --> 00:04:33,780 +employment and the education of ministry. We + +68 +00:04:33,780 --> 00:04:36,660 +cannot hire a teacher who for example + +69 +00:04:36,660 --> 00:04:42,040 +mispronounces S like that. We cannot hire him or + +70 +00:04:42,040 --> 00:04:45,760 +her. Why? Because later on this person is going to + +71 +00:04:45,760 --> 00:04:48,940 +teach our kids. If he or she cannot pronounce the + +72 +00:04:48,940 --> 00:04:51,320 +letter in a right way, this is going to be + +73 +00:04:51,320 --> 00:04:56,930 +reflected on the kids. and the learners because of + +74 +00:04:56,930 --> 00:05:01,050 +this this is reminding us with what we said about + +75 +00:05:01,050 --> 00:05:04,190 +the employment and the hiring all persons all + +76 +00:05:04,190 --> 00:05:08,010 +employees they must enjoy the interpersonal skills + +77 +00:05:08,010 --> 00:05:12,290 +those or these salesperson later on they are going + +78 +00:05:12,290 --> 00:05:15,170 +to communicate and convince customers they are + +79 +00:05:15,170 --> 00:05:19,290 +going to communicate with people and so on move on + +80 +00:05:19,290 --> 00:05:25,190 +now let's talk about interview And listen here, + +81 +00:05:25,810 --> 00:05:27,990 +generally interviews they are classified into + +82 +00:05:27,990 --> 00:05:31,290 +three types. Type number one, we called it + +83 +00:05:31,290 --> 00:05:31,730 +structured. + +84 +00:05:34,470 --> 00:05:37,430 +Type number two, as Hanin said, semi-structured. + +85 +00:05:38,350 --> 00:05:40,510 +Because there is no suffix based on structure. + +86 +00:05:40,970 --> 00:05:44,250 +Semi-structured interview. And type number three, + +87 +00:05:44,450 --> 00:05:46,510 +unstructured. + +88 +00:05:51,560 --> 00:05:56,240 +now listen in the structured interview the + +89 +00:05:56,240 --> 00:05:58,760 +structured interview number one they have set of + +90 +00:05:58,760 --> 00:06:05,140 +questions set of specific questions set of + +91 +00:06:05,140 --> 00:06:12,640 +specific questions set of specific questions they + +92 +00:06:12,640 --> 00:06:19,800 +are in a specific order and they are written in + +93 +00:06:19,800 --> 00:06:20,300 +advance + +94 +00:06:23,570 --> 00:06:26,450 +What's the meaning of written in advance? Exactly. + +95 +00:06:27,030 --> 00:06:35,330 +And they are asked for all candidates. For all + +96 +00:06:35,330 --> 00:06:41,510 +candidates in the same order. In the same order. + +97 +00:06:42,510 --> 00:06:46,130 +These are briefly the major characteristics of the + +98 +00:06:46,130 --> 00:06:50,010 +structured interview. The unstructured interview + +99 +00:06:50,010 --> 00:06:54,440 +is totally the opposite.بمعنى we do not have + +100 +00:06:54,440 --> 00:07:02,740 +certain set, no set of questions و + +101 +00:07:02,740 --> 00:07:11,000 +number two, no specific order و + +102 +00:07:11,000 --> 00:07:19,200 +not written in advance وكمل و also not asked in + +103 +00:07:19,200 --> 00:07:19,700 +the same order + +104 +00:07:22,830 --> 00:07:25,890 +sometimes we say this is a structured interview or + +105 +00:07:25,890 --> 00:07:29,970 +sometimes we called it patent exactly we called it + +106 +00:07:29,970 --> 00:07:36,450 +patent interview they are the same patent + +107 +00:07:36,450 --> 00:07:42,830 +interview okay السمي is something in between بمعنى + +108 +00:07:42,830 --> 00:07:46,410 +السمي is going to be had this is the سمي + +109 +00:07:46,410 --> 00:07:49,070 +structured interview + +110 +00:07:51,850 --> 00:07:56,710 +Exactly. In other words, Fatin, the semester they + +111 +00:07:56,710 --> 00:08:00,110 +are founded on advanced written specific order + +112 +00:08:00,110 --> 00:08:04,430 +questions. Other questions they will be drafted + +113 +00:08:04,430 --> 00:08:08,170 +based on the responses which we listen from the + +114 +00:08:08,170 --> 00:08:14,310 +interviewees. New questions which we draft while + +115 +00:08:14,310 --> 00:08:16,950 +we are listening the answers from the interview. + +116 +00:08:18,170 --> 00:08:21,590 +So semi, it is a prefix in English which means + +117 +00:08:21,590 --> 00:08:29,530 +almost, شبه, شبه موجه, شبه مركب. Okay? Now, here + +118 +00:08:29,530 --> 00:08:33,930 +the book which we are studying says from is + +119 +00:08:33,930 --> 00:08:37,410 +advising us all the time to use pattern interview + +120 +00:08:37,410 --> 00:08:42,450 +especially if the managers or the recruiters they + +121 +00:08:42,450 --> 00:08:47,550 +are inexperienced in the field of recruitment. So + +122 +00:08:47,550 --> 00:08:52,390 +if they are inexperienced, we are advising them to + +123 +00:08:52,390 --> 00:08:54,890 +depend more on the structured or the patent + +124 +00:08:54,890 --> 00:08:59,230 +interview. Why? So that they can evaluate the + +125 +00:08:59,230 --> 00:09:02,250 +candidates easily and they can compare among their + +126 +00:09:02,250 --> 00:09:05,510 +performances in a very organized and systematic + +127 +00:09:05,510 --> 00:09:13,170 +way. But if the managers are inexperienced and + +128 +00:09:13,170 --> 00:09:15,930 +they are going to conduct unstructured interview, + +129 +00:09:16,790 --> 00:09:20,710 +or semi one, they will encounter difficulty in + +130 +00:09:20,710 --> 00:09:24,430 +putting good evaluation or specific evaluation or + +131 +00:09:24,430 --> 00:09:29,370 +fair evaluation for each candidate. Clear? Any + +132 +00:09:29,370 --> 00:09:32,410 +question or comments about this? Any question or + +133 +00:09:32,410 --> 00:09:38,930 +comments? Go on. It's semi structured now. We + +134 +00:09:38,930 --> 00:09:42,570 +explained it and we said half of the questions + +135 +00:09:42,570 --> 00:09:45,170 +they are already in advance written and prepared + +136 +00:09:45,170 --> 00:09:48,510 +and half of them they are drafted during the + +137 +00:09:48,510 --> 00:09:51,310 +interview time based on the answers which we are + +138 +00:09:51,310 --> 00:09:57,430 +listening from the interviewees okay + +139 +00:09:57,430 --> 00:10:04,650 +any question go on now + +140 +00:10:04,650 --> 00:10:09,350 +listen so far we have application + +141 +00:10:14,260 --> 00:10:18,640 +Second, we made a test for the candidates. And + +142 +00:10:18,640 --> 00:10:24,580 +third, we made interview. And now, we are going to + +143 +00:10:24,580 --> 00:10:28,180 +add interview number four regarding their own + +144 +00:10:28,180 --> 00:10:31,540 +types. The interview number four, we called it + +145 +00:10:31,540 --> 00:10:36,700 +feed observation. A feed observation is a special + +146 +00:10:36,700 --> 00:10:40,760 +kind of interview. And listen how we are going to + +147 +00:10:40,760 --> 00:10:43,580 +conduct it. For example, we are going to tell + +148 +00:10:43,580 --> 00:10:47,080 +Amna, Amna she passed from the test and the first + +149 +00:10:47,080 --> 00:10:49,640 +interview, later on we are going to give her an + +150 +00:10:49,640 --> 00:10:54,240 +invitation to come and to spend with us one day + +151 +00:10:54,240 --> 00:10:59,500 +observing the actual responsibilities of the work + +152 +00:10:59,500 --> 00:11:03,080 +which she is supposed to do later on if she got + +153 +00:11:03,080 --> 00:11:08,520 +the job, if she got the job. After Amna is going + +154 +00:11:08,520 --> 00:11:10,600 +to observe the similar duties and + +155 +00:11:10,600 --> 00:11:13,320 +responsibilities, she is going to make something + +156 +00:11:13,320 --> 00:11:14,840 +called self-assessment. + +157 +00:11:18,200 --> 00:11:20,880 +This self-assessment might be positive and might + +158 +00:11:20,880 --> 00:11:24,760 +be negative. If it is positive, she will tell the + +159 +00:11:24,760 --> 00:11:28,780 +lawyer, I am ready. To do all the responsibilities + +160 +00:11:28,780 --> 00:11:32,900 +and duties which I observed. Why? Because I know + +161 +00:11:32,900 --> 00:11:36,040 +them before, I already experienced them or + +162 +00:11:36,040 --> 00:11:38,940 +experimented them or I have a good relevant + +163 +00:11:38,940 --> 00:11:43,440 +training and education regarding them. On the + +164 +00:11:43,440 --> 00:11:47,080 +other hand, she might have negative assessment. In + +165 +00:11:47,080 --> 00:11:51,460 +other words, she might say, I am sorry, I do not + +166 +00:11:51,460 --> 00:11:54,360 +or I do not want to continue with this employment + +167 +00:11:54,360 --> 00:11:56,960 +for various seasons. Number one, these duties and + +168 +00:11:56,960 --> 00:12:01,160 +responsibilities, they are new for me. I do not + +169 +00:12:01,160 --> 00:12:04,120 +experience them before. I do not have an + +170 +00:12:04,120 --> 00:12:06,100 +experience about them. I do not have relevant + +171 +00:12:06,100 --> 00:12:12,120 +training or I don't like them. Briefly. I don't + +172 +00:12:12,120 --> 00:12:16,120 +want to exercise similar duties unto others. Okay? + +173 +00:12:17,460 --> 00:12:21,880 +So in this scenario, who feel they are not likely + +174 +00:12:21,880 --> 00:12:23,880 +to meet that challenge, they can eliminate + +175 +00:12:23,880 --> 00:12:27,160 +themselves. What they hear it refers to + +176 +00:12:27,160 --> 00:12:30,980 +candidates. Exactly. Because of this, we called it + +177 +00:12:30,980 --> 00:12:37,100 +what? Self-assessment. Clear? Later on, we are + +178 +00:12:37,100 --> 00:12:39,180 +talking now about follow up. And listen here. + +179 +00:12:42,870 --> 00:12:47,270 +Self-assessment Let's + +180 +00:12:47,270 --> 00:12:49,270 +come to the first thing which I told you at the + +181 +00:12:49,270 --> 00:12:52,630 +very beginning of the class I told you the + +182 +00:12:52,630 --> 00:12:55,650 +application it's important, it's important, but it + +183 +00:12:55,650 --> 00:12:59,630 +isn't everything The test, it's important, it's + +184 +00:12:59,630 --> 00:13:02,670 +important, but it isn't everything What about the + +185 +00:13:02,670 --> 00:13:05,890 +interview, the same thing, it isn't everything Now + +186 +00:13:05,890 --> 00:13:08,950 +we would like to dig in read + +187 +00:13:16,260 --> 00:13:20,660 +Personality of the candidate. Personality of the + +188 +00:13:20,660 --> 00:13:23,900 +candidate cannot be revealed with only these + +189 +00:13:23,900 --> 00:13:30,080 +things or with your GPA in the university. This + +190 +00:13:30,080 --> 00:13:33,920 +isn't enough. I am talking to you from actual + +191 +00:13:33,920 --> 00:13:38,000 +experiences. Employers, they would like to know + +192 +00:13:38,000 --> 00:13:43,940 +who are you? Who are you as a human being? Who are + +193 +00:13:43,940 --> 00:13:48,130 +you as a person? Who are you as a person or your + +194 +00:13:48,130 --> 00:13:53,930 +ID cannot be revealed by these things. So in this + +195 +00:13:53,930 --> 00:13:56,850 +case, we have to go on and add something called + +196 +00:13:56,850 --> 00:14:00,650 +follow up. In the follow up, we are going to + +197 +00:14:00,650 --> 00:14:03,290 +collect further and extra information about you, + +198 +00:14:04,530 --> 00:14:09,110 +especially your manner, moralities, moral, + +199 +00:14:10,010 --> 00:14:15,420 +friendliness, and so on. Why? to get some + +200 +00:14:15,420 --> 00:14:17,540 +information about your personality. Your + +201 +00:14:17,540 --> 00:14:20,180 +personality is the most important thing which we + +202 +00:14:20,180 --> 00:14:21,920 +are interested in as employers. + +203 +00:14:25,100 --> 00:14:30,000 +Listen, sometimes the candidate might fill in a + +204 +00:14:30,000 --> 00:14:34,460 +very excellent application. He or she must achieve + +205 +00:14:34,460 --> 00:14:38,140 +more than 90% excellent grade in the test. Whose + +206 +00:14:38,140 --> 00:14:39,720 +score in the interview or her score in the + +207 +00:14:39,720 --> 00:14:44,250 +interview is going to be outstanding. But this is + +208 +00:14:44,250 --> 00:14:49,070 +not enough. We would like to be sure that this + +209 +00:14:49,070 --> 00:14:53,210 +person is the right person, who should be a member + +210 +00:14:53,210 --> 00:14:57,090 +with our own family, with our own teamwork. Is he + +211 +00:14:57,090 --> 00:15:00,170 +honest or dishonest? Is he loyal or disloyal? + +212 +00:15:01,470 --> 00:15:03,910 +Moral or immoral? All these things are important. + +213 +00:15:06,130 --> 00:15:10,450 +Therefore, various testing are done in the field + +214 +00:15:10,450 --> 00:15:13,700 +of sales, some of them focusing on intelligence, + +215 +00:15:14,380 --> 00:15:17,760 +second personality, and third aptitude test. + +216 +00:15:18,900 --> 00:15:20,620 +What's the meaning of aptitude? Readiness. + +217 +00:15:20,900 --> 00:15:25,380 +Exactly. Excellent Haneen, readiness. Aptitude + +218 +00:15:25,380 --> 00:15:28,120 +test means a test which can give us information if + +219 +00:15:28,120 --> 00:15:29,980 +the candidate is ready to tackle the + +220 +00:15:29,980 --> 00:15:33,680 +responsibilities of the job or not. Some persons + +221 +00:15:33,680 --> 00:15:35,840 +they are ready and they do not want further + +222 +00:15:35,840 --> 00:15:36,800 +training or orientation. + +223 +00:15:39,560 --> 00:15:42,940 +While other candidates, they need extra learning, + +224 +00:15:43,140 --> 00:15:45,700 +training, orientation and so on. So this is the + +225 +00:15:45,700 --> 00:15:49,600 +main goal of aptitude test. Finally, we are going + +226 +00:15:49,600 --> 00:15:52,280 +to make the physical examination, which we said + +227 +00:15:52,280 --> 00:15:57,420 +it's important. We shouldn't give it up. Everybody + +228 +00:15:57,420 --> 00:16:00,740 +must examine physically in a very strict way and + +229 +00:16:00,740 --> 00:16:04,760 +rigid way. Any questions or comments about this? + +230 +00:16:05,340 --> 00:16:12,500 +Move on. skip this listen here now we would like + +231 +00:16:12,500 --> 00:16:14,960 +to talk about resume analysis resume as we said it + +232 +00:16:14,960 --> 00:16:18,740 +is a CV resume in American language CV in British + +233 +00:16:18,740 --> 00:16:22,440 +language you as a recruiter you have to analyze + +234 +00:16:22,440 --> 00:16:26,580 +the CVs which you are reviewing but how I'm going + +235 +00:16:26,580 --> 00:16:30,020 +to review the CVs number one account of all dates + +236 +00:16:30,020 --> 00:16:33,660 +as we said before you have to be sure that the + +237 +00:16:33,660 --> 00:16:37,400 +dates are not overlapped If the dates are + +238 +00:16:37,400 --> 00:16:39,580 +overlapped, the dates either the years of + +239 +00:16:39,580 --> 00:16:42,100 +education or the years of work experience, if they + +240 +00:16:42,100 --> 00:16:44,840 +are overlapped, this person isn't saying the + +241 +00:16:44,840 --> 00:16:49,280 +truth. Number two, examine the number of jobs of + +242 +00:16:49,280 --> 00:16:51,420 +the length of time spent on each job. Listen here. + +243 +00:16:53,500 --> 00:16:55,420 +Why, or I'm going to ask you a question, why + +244 +00:16:55,420 --> 00:16:59,430 +should we focus on this thing? as a scanner or a + +245 +00:16:59,430 --> 00:17:02,850 +reviewer of the CV of the candidates. Because, for + +246 +00:17:02,850 --> 00:17:07,870 +example, if the person jumps over the jobs, he or + +247 +00:17:07,870 --> 00:17:13,090 +she might have a problem of copy. Disloyalty, + +248 +00:17:13,830 --> 00:17:17,890 +sustainability, commitment and so on. Excellent. + +249 +00:17:18,570 --> 00:17:23,710 +We named this phenomenon in the HR. Exactly. This + +250 +00:17:23,710 --> 00:17:26,070 +is a job hover. Excellent. + +251 +00:17:30,280 --> 00:17:33,180 +Job-hopper. He is jumping from one job over + +252 +00:17:33,180 --> 00:17:33,580 +another. + +253 +00:17:36,220 --> 00:17:42,460 +Jumping from one job to another. Is this person a + +254 +00:17:42,460 --> 00:17:44,620 +good person or a good candidate to be hired? The + +255 +00:17:44,620 --> 00:17:48,360 +answer is no. Somebody is going to ask, why? + +256 +00:17:49,240 --> 00:17:52,780 +Because simply this person is going to cause us + +257 +00:17:52,780 --> 00:17:56,940 +exhaustion. Why? He is going to leave us as he did + +258 +00:17:56,940 --> 00:18:00,580 +in the past with the previous employers. And later + +259 +00:18:00,580 --> 00:18:03,480 +on, we are going to repeat the same story from the + +260 +00:18:03,480 --> 00:18:08,420 +very beginning. Because of this, if we saw that + +261 +00:18:08,420 --> 00:18:13,000 +the candidate is working on more than one job, and + +262 +00:18:13,000 --> 00:18:15,720 +the year of service in each job is temporarily two + +263 +00:18:15,720 --> 00:18:18,700 +months, three months, then this person isn't the + +264 +00:18:18,700 --> 00:18:21,400 +right person whom you should consider for the job. + +265 +00:18:22,480 --> 00:18:25,280 +Somebody from you might say, but what if we are + +266 +00:18:25,280 --> 00:18:27,900 +working, for example, on job creation program? + +267 +00:18:29,580 --> 00:18:32,900 +Creation of job creation program. + +268 +00:18:34,280 --> 00:18:38,760 +You should indicate this in your CV. Why? To give + +269 +00:18:38,760 --> 00:18:41,580 +that chance for the evaluator to know that your + +270 +00:18:41,580 --> 00:18:45,420 +contract is finished out of your willingness. What + +271 +00:18:45,420 --> 00:18:46,620 +does it mean out of your willingness? + +272 +00:18:49,760 --> 00:18:54,360 +Gone. Three reasons for leaving jobs. This is very + +273 +00:18:54,360 --> 00:18:59,470 +important. this equation the probability of being + +274 +00:18:59,470 --> 00:19:02,590 +asked later on you will see you will remember me + +275 +00:19:02,590 --> 00:19:05,770 +the probability of asking this equation to you is + +276 +00:19:05,770 --> 00:19:09,770 +with more than 90 percent especially if you + +277 +00:19:09,770 --> 00:19:14,370 +already worked or if you are currently working if + +278 +00:19:14,370 --> 00:19:16,370 +you already worked or if you are currently working + +279 +00:19:16,370 --> 00:19:19,610 +the coming employer will ask you simply why you + +280 +00:19:19,610 --> 00:19:24,080 +are leaving your job or why you left your job Who + +281 +00:19:24,080 --> 00:19:26,980 +is this illegitimate question? It's illegitimate. + +282 +00:19:27,640 --> 00:19:31,320 +What is the smart answer for this question? Give + +283 +00:19:31,320 --> 00:19:35,400 +me possibilities. Number one, end of contract. + +284 +00:19:37,220 --> 00:19:39,540 +Because of this, I leave the job. Another + +285 +00:19:39,540 --> 00:19:44,120 +possibility, I have extended family and I'm + +286 +00:19:44,120 --> 00:19:48,160 +looking for better employment opportunity. Wasn't + +287 +00:19:48,160 --> 00:19:51,430 +it extended family? Why I'm looking for better + +288 +00:19:51,430 --> 00:19:54,730 +employment opportunity? ببحث عن فرصة عمل أفضل. + +289 +00:19:54,850 --> 00:19:58,550 +يعني أنت بتلمح لمن هنا? Excellent. للمaterialistic + +290 +00:19:58,550 --> 00:20:01,910 +compensation. طب is it shameful to mention this? + +291 +00:20:02,110 --> 00:20:08,930 +No. It's your right. Clear? That's it. Okay? Go + +292 +00:20:08,930 --> 00:20:14,790 +on. This is very important. What are some of the + +293 +00:20:14,790 --> 00:20:19,010 +common mistakes which we might fill in? Which we + +294 +00:20:19,010 --> 00:20:26,830 +might fill in if we made the interview. Number + +295 +00:20:26,830 --> 00:20:30,550 +one, failure to establish rapport. Rapport means + +296 +00:20:30,550 --> 00:20:34,810 +linkage. Exactly or connection. Exactly. Excellent + +297 +00:20:34,810 --> 00:20:41,850 +term. Connection. I asked, I am the interviewer. I + +298 +00:20:41,850 --> 00:20:44,790 +asked the interviewer a question. And later on, I + +299 +00:20:44,790 --> 00:20:47,530 +began looking at the ceiling or I began examining + +300 +00:20:47,530 --> 00:20:51,810 +my watch. This isn't appropriate or this is a + +301 +00:20:51,810 --> 00:20:55,250 +mistake for two reasons. Number one, we are + +302 +00:20:55,250 --> 00:20:58,330 +showing disrespect for the candidate. And number + +303 +00:20:58,330 --> 00:21:01,610 +two, this means you are not listening. And if you + +304 +00:21:01,610 --> 00:21:03,150 +are not listening, how are you going to play with + +305 +00:21:03,150 --> 00:21:07,290 +them? Because of this, this is reminding and it is + +306 +00:21:07,290 --> 00:21:12,410 +linked with what? With this. So you should not do + +307 +00:21:12,410 --> 00:21:16,410 +that or fill in this mistake. Now I'm going to + +308 +00:21:16,410 --> 00:21:20,410 +give you a very important story about how your + +309 +00:21:20,410 --> 00:21:24,530 +behavior in the interview can be devastating, not + +310 +00:21:24,530 --> 00:21:31,950 +only devastating, destructive. Look at here. In + +311 +00:21:31,950 --> 00:21:36,150 +1990, there in America, there was an election. + +312 +00:21:37,370 --> 00:21:39,910 +between Billy Clinton, who used to work as a + +313 +00:21:39,910 --> 00:21:45,130 +governor of Arkansas state, and George Bush, the + +314 +00:21:45,130 --> 00:21:48,470 +father. He finished his first term of the first + +315 +00:21:48,470 --> 00:21:51,510 +four years. He decided to nominate himself for the + +316 +00:21:51,510 --> 00:21:56,530 +second term. In the second term, Clinton nominated + +317 +00:21:56,530 --> 00:22:00,090 +himself from the Democratic Party. And they + +318 +00:22:00,090 --> 00:22:02,510 +decided to make, as we witnessed before a few + +319 +00:22:02,510 --> 00:22:06,090 +months, the interview debates between Obama and + +320 +00:22:06,900 --> 00:22:11,320 +Romney. The same thing George Bush who is the + +321 +00:22:11,320 --> 00:22:14,780 +president now and the new governor who isn't + +322 +00:22:14,780 --> 00:22:19,440 +famous, Billy Clinton. When the interview or the + +323 +00:22:19,440 --> 00:22:23,920 +debate happened, the president George Bush, he was + +324 +00:22:23,920 --> 00:22:27,280 +watching his watch or he was looking his watch + +325 +00:22:27,280 --> 00:22:31,870 +more than once during the interview times. This + +326 +00:22:31,870 --> 00:22:35,230 +was a fatal mistake which played one of the + +327 +00:22:35,230 --> 00:22:40,670 +reasons, one of the factors for his failure to be + +328 +00:22:40,670 --> 00:22:45,190 +a second president in the second term. Somebody is + +329 +00:22:45,190 --> 00:22:50,150 +going to wonder why? Exactly, for the people. No + +330 +00:22:50,150 --> 00:22:52,790 +respect for the interviewer, no respect for the + +331 +00:22:52,790 --> 00:22:58,330 +audience. Because of this, all the American media, + +332 +00:22:58,390 --> 00:23:02,600 +they were talking about this behavior. After that, + +333 +00:23:03,180 --> 00:23:05,680 +he killed himself, which means he failed in the + +334 +00:23:05,680 --> 00:23:09,960 +election. This is taught in the management courses + +335 +00:23:09,960 --> 00:23:14,600 +in America. The interviewer was asking the + +336 +00:23:14,600 --> 00:23:20,600 +president a question and the nominee was watching + +337 +00:23:20,600 --> 00:23:25,390 +his watch. This means he doesn't care. This means + +338 +00:23:25,390 --> 00:23:30,030 +he isn't serious. This means he is disrespecting + +339 +00:23:30,030 --> 00:23:31,930 +the people and the audience. And later on he feels + +340 +00:23:31,930 --> 00:23:37,730 +down. Now, second lack of a plan. In other words, + +341 +00:23:39,070 --> 00:23:42,190 +we are not planning for the questions. All + +342 +00:23:42,190 --> 00:23:46,090 +questions are haphazard. Or they are coming from + +343 +00:23:46,090 --> 00:23:49,150 +our own minds. Or they are not related to job + +344 +00:23:49,150 --> 00:23:52,790 +responsibilities. Number three, insufficient time. + +345 +00:23:53,630 --> 00:23:58,770 +We do not have enough time. Or we are giving the + +346 +00:23:58,770 --> 00:24:01,030 +first candidate 30 minutes and the second + +347 +00:24:01,030 --> 00:24:03,110 +candidate 20 minutes and the final candidate 5 + +348 +00:24:03,110 --> 00:24:07,890 +minutes. Is this fair? No. So we must distribute + +349 +00:24:07,890 --> 00:24:09,830 +our times equally. + +350 +00:24:12,230 --> 00:24:15,630 +Five, personal bias. This personal bias is + +351 +00:24:15,630 --> 00:24:18,770 +something very essential. Somebody is going to say + +352 +00:24:18,770 --> 00:24:21,550 +how the bias can happen. It can happen based on + +353 +00:24:21,550 --> 00:24:29,170 +sex, based on gender, based on race. We do not + +354 +00:24:29,170 --> 00:24:30,710 +want to mention race because we do not have race + +355 +00:24:30,710 --> 00:24:32,690 +in the community and political affiliation. + +356 +00:24:33,730 --> 00:24:37,190 +Families, age. And sometimes families. I agree + +357 +00:24:37,190 --> 00:24:41,500 +with you. And sometimes families. Or names of + +358 +00:24:41,500 --> 00:24:41,840 +families. + +359 +00:24:44,980 --> 00:24:48,520 +Okay, maybe. So all these things, they are + +360 +00:24:48,520 --> 00:24:55,640 +inappropriate. Inappropriate. Irrelevant. And we + +361 +00:24:55,640 --> 00:24:58,820 +should not be trapped by them. If you are going to + +362 +00:24:58,820 --> 00:25:02,540 +be trapped by them, it means your evaluation as + +363 +00:25:02,540 --> 00:25:07,860 +interviewer is not correct. It isn't fair. And it + +364 +00:25:07,860 --> 00:25:11,910 +isn't fair. Look at this. Regarding the first + +365 +00:25:11,910 --> 00:25:15,630 +factor, if the employer is a man, he might be + +366 +00:25:15,630 --> 00:25:17,690 +biased and try to prefer a candidate who is + +367 +00:25:17,690 --> 00:25:22,810 +belonging to the manhood. Or if she is female, she + +368 +00:25:22,810 --> 00:25:27,870 +might prefer to hire a female one and so on. This + +369 +00:25:27,870 --> 00:25:31,390 +is what? Bias. The same thing with the second + +370 +00:25:31,390 --> 00:25:35,550 +factor and the third factor and so on. The final + +371 +00:25:35,550 --> 00:25:38,930 +one is questions. All the questions should be + +372 +00:25:38,930 --> 00:25:43,400 +fair. If you ask one question and you draft it in + +373 +00:25:43,400 --> 00:25:46,260 +a specific way, the same draft must be distributed + +374 +00:25:46,260 --> 00:25:50,160 +to the other candidates. Because any question can + +375 +00:25:50,160 --> 00:25:52,560 +be drafted in more than one way. Some of the + +376 +00:25:52,560 --> 00:25:56,780 +drafting is direct and easy and others complex and + +377 +00:25:56,780 --> 00:26:00,300 +indirect. Finally, first impression, this is very + +378 +00:26:00,300 --> 00:26:03,760 +dangerous. Somebody is going to say, why it is + +379 +00:26:03,760 --> 00:26:07,780 +dangerous? Listen here. If you are going to hire + +380 +00:26:07,780 --> 00:26:10,500 +for example a salesperson and she is female and + +381 +00:26:10,500 --> 00:26:14,500 +she is beautiful and so on, the interviewer is + +382 +00:26:14,500 --> 00:26:16,340 +going to be satisfied and he is going to be happy. + +383 +00:26:18,220 --> 00:26:22,320 +His happiness and his imagination in this beauty + +384 +00:26:22,320 --> 00:26:27,340 +might lead him to mis-evaluate her even though her + +385 +00:26:27,340 --> 00:26:28,980 +answers are incorrect. + +386 +00:26:31,480 --> 00:26:35,400 +And sometimes if this candidate she isn't + +387 +00:26:35,400 --> 00:26:40,780 +beautiful, or ugly or whatever, her ugliness might + +388 +00:26:40,780 --> 00:26:44,960 +lead the evaluator to evaluate her in a very bad + +389 +00:26:44,960 --> 00:26:49,540 +way, even though her answers are correct. Because + +390 +00:26:49,540 --> 00:26:52,080 +of this, we are saying the evaluator or the + +391 +00:26:52,080 --> 00:26:56,540 +interviewer now becomes a prisoner. A prisoner for + +392 +00:26:56,540 --> 00:27:01,980 +what? Exactly. And after that, he or she will not + +393 +00:27:01,980 --> 00:27:05,270 +evaluate in an appropriate way. the book isn't + +394 +00:27:05,270 --> 00:27:16,370 +mentioning another mistake which is read the + +395 +00:27:16,370 --> 00:27:20,510 +candidate somebody is going to say how this can be + +396 +00:27:20,510 --> 00:27:23,370 +a mistake listen here Hanin if the candidate is + +397 +00:27:23,370 --> 00:27:27,710 +preceded by a strong candidate he will fail if he + +398 +00:27:27,710 --> 00:27:31,990 +is in a lower level than him he will fail and vice + +399 +00:27:31,990 --> 00:27:37,800 +versa So number one, the order of the candidates + +400 +00:27:37,800 --> 00:27:40,160 +is playing an important role and sometimes it is + +401 +00:27:40,160 --> 00:27:41,800 +going to lead to mistakes. Let's give example, + +402 +00:27:42,880 --> 00:27:46,040 +Fatin is candidate number one, Iman is candidate + +403 +00:27:46,040 --> 00:27:50,540 +number two, Amna three, Hanin four and Aisha five. + +404 +00:27:52,820 --> 00:27:57,460 +With Fatin, when we are going to interview her, we + +405 +00:27:57,460 --> 00:28:01,670 +as interviewers and evaluators, we are awakened We + +406 +00:28:01,670 --> 00:28:05,210 +are energetic now, we are concentrated, and + +407 +00:28:05,210 --> 00:28:08,230 +everything which will be said by Fatin will be + +408 +00:28:08,230 --> 00:28:11,690 +recorded and evaluated in a very nice way. Later + +409 +00:28:11,690 --> 00:28:15,530 +on, your zeal and activity will get down. With + +410 +00:28:15,530 --> 00:28:19,430 +Iman, our ability will get down. With Amna, more + +411 +00:28:19,430 --> 00:28:24,490 +and more. With Hanin, we finished. With Aisha, + +412 +00:28:25,770 --> 00:28:30,330 +Zero. And even we do not have or we are not ready + +413 +00:28:30,330 --> 00:28:33,770 +to listen anything from her. Because of this we + +414 +00:28:33,770 --> 00:28:38,390 +are saying order is important. The first. And if + +415 +00:28:38,390 --> 00:28:41,170 +you are in middle, I doubt it. If you are the + +416 +00:28:41,170 --> 00:28:44,750 +last, you are committing a suicide. Really. + +417 +00:28:45,750 --> 00:28:47,610 +Because of this we are saying order of the + +418 +00:28:47,610 --> 00:28:50,450 +candidates is something very important. Somebody + +419 +00:28:50,450 --> 00:28:52,270 +is going to say, how we are going to overcome this + +420 +00:28:52,270 --> 00:28:55,720 +mistake? If the interviewers felt that their + +421 +00:28:55,720 --> 00:29:00,000 +activity or concentration is deteriorating, stop + +422 +00:29:00,000 --> 00:29:04,340 +interviewing and have a break. Five minutes, ten + +423 +00:29:04,340 --> 00:29:07,660 +minutes and later on resume your interview. + +424 +00:29:10,520 --> 00:29:14,820 +Order. Yes, the order is connected with time, but + +425 +00:29:14,820 --> 00:29:17,680 +the major thing is order. Clear? + +426 +00:29:21,020 --> 00:29:23,560 +Any question about this? Let's move on. + +427 +00:29:35,200 --> 00:29:38,760 +Now listen, these are sample of the questions + +428 +00:29:38,760 --> 00:29:42,420 +which we might use in the interview. Sample of the + +429 +00:29:42,420 --> 00:29:46,060 +questions. Number two, three, four, sample of the + +430 +00:29:46,060 --> 00:29:51,350 +questions. 5,6,7 sample of the questions 8 and 9 + +431 +00:29:51,350 --> 00:29:53,830 +sample of the questions where we would like to + +432 +00:29:53,830 --> 00:29:58,390 +take a sample let's talk about 8 all the time + +433 +00:29:58,390 --> 00:30:00,650 +remember why should we hire you this is one of the + +434 +00:30:00,650 --> 00:30:02,290 +most common repeated question in the interviews + +435 +00:30:02,290 --> 00:30:06,010 +you should prepare an answer for it another + +436 +00:30:06,010 --> 00:30:09,210 +question especially if it is in sales you might be + +437 +00:30:09,210 --> 00:30:12,650 +asked a situational question how? sell me this + +438 +00:30:12,650 --> 00:30:15,630 +pen, we are a company which is producing + +439 +00:30:15,630 --> 00:30:19,410 +stationary Please, this is the pen which we are + +440 +00:30:19,410 --> 00:30:21,910 +manufacturing, tell me how you are going to sell + +441 +00:30:21,910 --> 00:30:25,870 +it to me, as a customer, and you as a sales + +442 +00:30:25,870 --> 00:30:30,690 +person. Is this a situation? It's a situation. Are + +443 +00:30:30,690 --> 00:30:32,810 +we going to demonstrate our ability to that? Yes. + +444 +00:30:33,950 --> 00:30:37,970 +And listen here, more than nowadays, more than 60 + +445 +00:30:37,970 --> 00:30:40,370 +up to 70% from the questions in the interview, + +446 +00:30:40,470 --> 00:30:45,520 +they are based on situations. Either what happened + +447 +00:30:45,520 --> 00:30:49,300 +to you in the past or hypothetical one. What's the + +448 +00:30:49,300 --> 00:30:52,760 +meaning of hypothetical? Exactly. And this is the + +449 +00:30:52,760 --> 00:30:55,500 +meaning of situational interview or situational + +450 +00:30:55,500 --> 00:31:00,260 +questions. Any questions, any comments about this? + +451 +00:31:01,400 --> 00:31:06,480 +Here, read this at home, at home. What's the + +452 +00:31:06,480 --> 00:31:09,600 +signature? Next time we are going to talk about + +453 +00:31:09,600 --> 00:31:14,270 +how you can be a super salesperson. What is left + +454 +00:31:14,270 --> 00:31:16,550 +in this chapter is very limited. We will go on + +455 +00:31:16,550 --> 00:31:20,570 +with what makes you a super salesperson. In the + +456 +00:31:20,570 --> 00:31:22,790 +first 15 minutes we will finish chapter number 7 + +457 +00:31:22,790 --> 00:31:25,230 +and later on we will go with our last chapter. + +458 +00:31:25,910 --> 00:31:29,650 +Please prepare your own report on Monday. Hard + +459 +00:31:29,650 --> 00:31:31,730 +coming. Any question I can convince about this + +460 +00:31:31,730 --> 00:31:31,990 +class? + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E.srt new file mode 100644 index 0000000000000000000000000000000000000000..0bc555cfd46e69b9e640a120869a96c81cef1358 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E.srt @@ -0,0 +1,1804 @@ +1 +00:00:21,130 --> 00:00:24,750 +Okay, good morning. In this part of the class, we + +2 +00:00:24,750 --> 00:00:27,830 +are going to talk about a famous strategy. It is + +3 +00:00:27,830 --> 00:00:30,850 +called a go-to-market strategy. Go-to-market + +4 +00:00:30,850 --> 00:00:36,790 +strategy. This strategy is founded on two + +5 +00:00:36,790 --> 00:00:40,450 +major principles. The first one, or the first + +6 +00:00:40,450 --> 00:00:45,110 +principle which we are talking about is, where are + +7 +00:00:45,110 --> 00:00:47,230 +our customers? + +8 +00:00:51,670 --> 00:00:57,030 +The second principle for this strategy is who will + +9 +00:00:57,030 --> 00:01:01,090 +deal with or access them. + +10 +00:01:05,170 --> 00:01:09,030 +These are the two major principles upon which the + +11 +00:01:09,030 --> 00:01:13,490 +go-to-market strategy is founded. Now let's + +12 +00:01:13,490 --> 00:01:18,550 +begin with the first one. Where are our customers? + +13 +00:01:19,880 --> 00:01:23,480 +Of course, this question is very important. If you + +14 +00:01:23,480 --> 00:01:26,400 +are going to ask, how are we going to locate our + +15 +00:01:26,400 --> 00:01:31,860 +customers? By a very simple stage or process, and + +16 +00:01:31,860 --> 00:01:34,020 +I think we have talked about it before. What is + +17 +00:01:34,020 --> 00:01:38,600 +it? Excellent, Haneen. By market segmentation. By + +18 +00:01:38,600 --> 00:01:40,840 +market segmentation, we can identify the location + +19 +00:01:40,840 --> 00:01:44,760 +of our potential customers. Second, who will deal with + +20 +00:01:44,760 --> 00:01:48,480 +or access them? The word "them" here refers to? + +21 +00:01:49,640 --> 00:01:53,880 +customers, but the answer is the sales people. + +22 +00:01:55,220 --> 00:01:58,100 +Therefore, the second answer to the second + +23 +00:01:58,100 --> 00:02:01,180 +question, here we are referring to the sales team. + +24 +00:02:02,040 --> 00:02:04,260 +In other words, who is going to deal with them or + +25 +00:02:04,260 --> 00:02:07,520 +who is going to work with them? Who are the members + +26 +00:02:07,520 --> 00:02:11,840 +of our sales team? What are their experiences, + +27 +00:02:12,500 --> 00:02:16,480 +qualifications, skills, and so on? All these + +28 +00:02:16,480 --> 00:02:19,940 +questions must be answered. Why? Simply because + +29 +00:02:19,940 --> 00:02:22,760 +each person is going to be given an exact position + +30 +00:02:22,760 --> 00:02:25,840 +within the umbrella which is called go-to + +31 +00:02:25,840 --> 00:02:30,210 +market strategy. Okay, so let's summarize what we + +32 +00:02:30,210 --> 00:02:32,810 +have started. So a go-to-market strategy is + +33 +00:02:32,810 --> 00:02:36,510 +concerned with answering one question, which is, + +34 +00:02:37,070 --> 00:02:41,890 +how will customers be accessed? In other words, + +35 +00:02:42,630 --> 00:02:48,330 +where are they? What is their location? What is + +36 +00:02:48,330 --> 00:02:51,570 +their place? Secondly, a go-to-market + +37 +00:02:51,570 --> 00:02:53,990 +strategy defines who will perform marketing + +38 +00:02:53,990 --> 00:02:59,730 +activities and for which customers? Remember, when + +39 +00:02:59,730 --> 00:03:02,710 +we are talking about salespeople, not all + +40 +00:03:02,710 --> 00:03:05,090 +salespeople have the + +41 +00:03:05,090 --> 00:03:07,190 +same characteristics, skills, and experiences. + +42 +00:03:08,170 --> 00:03:10,950 +Let's give an example; sometimes while we are dealing + +43 +00:03:10,950 --> 00:03:14,190 +with banks, you are going to find that the senior + +44 +00:03:14,190 --> 00:03:18,990 +management of any bank prefers to assign the position of teller + +45 +00:03:18,990 --> 00:03:23,850 +to a staff member who can control his nerves, who + +46 +00:03:23,850 --> 00:03:28,890 +is patient, who cannot be easily agitated. And the + +47 +00:03:28,890 --> 00:03:32,510 +management isn't ready to assign the position of + +48 +00:03:32,510 --> 00:03:36,270 +teller to a staff member who is nervous, who can be + +49 +00:03:36,270 --> 00:03:40,810 +easily provoked, and so on. Why are they doing this? Because + +50 +00:03:40,810 --> 00:03:43,810 +they see that each position has + +51 +00:03:43,810 --> 00:03:47,510 +its own responsibilities and its own tasks. If + +52 +00:03:47,510 --> 00:03:49,370 +you are not going to choose the right person for the + +53 +00:03:49,370 --> 00:03:52,490 +right position, this is going to create problems + +54 +00:03:52,490 --> 00:03:56,920 +and troubles. The same thing applies here. The + +55 +00:03:56,920 --> 00:03:59,440 +sales agency is going to look at its own sales + +56 +00:03:59,440 --> 00:04:02,600 +staff members. They will look at their individual + +57 +00:04:02,600 --> 00:04:05,200 +personalities, characters, skills, and + +58 +00:04:05,200 --> 00:04:09,220 +experiences. They will say, for example, if you + +59 +00:04:09,220 --> 00:04:13,700 +would like to assign a sales staff member who will + +60 +00:04:13,700 --> 00:04:17,400 +do face-to-face selling, this means the + +61 +00:04:17,400 --> 00:04:20,900 +characteristics of this sales staff member must be: + +62 +00:04:20,900 --> 00:04:25,420 +calm, quiet, smart, articulate, able to speak and convince, and so + +63 +00:04:25,420 --> 00:04:28,620 +on. This, or these, are the characteristics of a + +64 +00:04:28,620 --> 00:04:31,800 +what? A face-to-face salesperson. Can we assign this + +65 +00:04:31,800 --> 00:04:37,300 +position, I mean, a face-to-face sales position + +66 +00:04:37,300 --> 00:04:40,060 +to just any person, to any sales staff member? Of + +67 +00:04:40,060 --> 00:04:42,680 +course not. Sometimes, those who lack these + +68 +00:04:42,680 --> 00:04:46,840 +traits or attributes should work + +69 +00:04:46,840 --> 00:04:50,300 +behind the scenes. This is how we are + +70 +00:04:50,300 --> 00:04:53,800 +going to organize our sales team members. Okay? + +71 +00:04:57,940 --> 00:05:02,640 +Moving on. Now, here we are going to talk about the + +72 +00:05:02,640 --> 00:05:06,240 +steps required for what? For establishing a + +73 +00:05:06,240 --> 00:05:10,100 +go-to-market strategy. If you are + +74 +00:05:10,100 --> 00:05:12,520 +going to look at these steps, you are going to + +75 +00:05:12,520 --> 00:05:15,480 +find that the first question focuses on what + +76 +00:05:15,480 --> 00:05:18,560 +is the best way to segment the market. As we said, + +77 +00:05:19,540 --> 00:05:22,060 +this relates to the question: + +78 +00:05:22,520 --> 00:05:25,520 +Where are our customers? How can we locate them? + +79 +00:05:25,600 --> 00:05:28,020 +How can we identify them? How can we figure them + +80 +00:05:28,020 --> 00:05:32,460 +out? We can figure them out by conducting a study + +81 +00:05:32,460 --> 00:05:35,560 +called market segmentation. A second + +82 +00:05:35,560 --> 00:05:37,760 +question: what are the essential activities + +83 +00:05:37,760 --> 00:05:41,360 +required for each segment? In other words, when we + +84 +00:05:41,360 --> 00:05:43,840 +are referring here to essential activities, we + +85 +00:05:43,840 --> 00:05:47,530 +might refer to customer demands. We + +86 +00:05:47,530 --> 00:05:50,910 +might refer to customer products. We + +87 +00:05:50,910 --> 00:05:52,950 +might refer to things that the customer + +88 +00:05:52,950 --> 00:05:56,610 +prefers, and so on. So all these things + +89 +00:05:56,610 --> 00:05:59,910 +must be identified. How are we going to identify + +90 +00:05:59,910 --> 00:06:03,110 +them? By answering the first step or question. + +92 +00:06:04,130 --> 00:06:06,810 +Regarding the third question, what group of go-to + +93 +00:06:06,810 --> 00:06:08,770 +market participants should perform the essential + +94 +00:06:08,770 --> 00:06:12,030 +activities? Here, we are referring to the second + +95 +00:06:12,030 --> 00:06:14,550 +question; in other words, how are we going to + +96 +00:06:14,550 --> 00:06:17,710 +organize ourselves as a sales team. In + +97 +00:06:17,710 --> 00:06:22,370 +other words, which staff member is going to have + +98 +00:06:22,370 --> 00:06:25,450 +which responsibilities? Each one has its own + +99 +00:06:25,450 --> 00:06:28,070 +responsibilities, tasks, job description, and so + +100 +00:06:28,070 --> 00:06:32,010 +on. Finally, which face-to-face selling participants + +101 +00:06:32,010 --> 00:06:35,430 +should be used? Someone might wonder why + +102 +00:06:35,430 --> 00:06:37,950 +we are referring to face-to-face selling + +103 +00:06:37,950 --> 00:06:43,150 +specifically because it is one of the most + +104 +00:06:43,150 --> 00:06:47,770 +difficult sales techniques, one of the most + +105 +00:06:47,770 --> 00:06:51,590 +difficult sales techniques. In other words, it is + +106 +00:06:51,590 --> 00:06:54,770 +demanding; it requires special skills + +107 +00:06:54,770 --> 00:06:58,830 +and experience. By the way, + +108 +00:06:58,830 --> 00:07:03,710 +if you don't have prior knowledge about this, + +109 +00:07:03,710 --> 00:07:06,470 +if you're going to ask me what is the most + +110 +00:07:06,470 --> 00:07:12,970 +difficult thing in life, exactly, the most + +111 +00:07:12,970 --> 00:07:14,990 +difficult thing in life is to deal with people. + +112 +00:07:14,990 --> 00:07:19,050 +Each person has his own needs; each person has his + +113 +00:07:19,050 --> 00:07:24,330 +own goals, and it's impossible to satisfy the needs or + +114 +00:07:24,330 --> 00:07:28,800 +goals of every person; it's impossible. Therefore, + +115 +00:07:29,400 --> 00:07:31,860 +when we are talking about face-to-face selling, we + +116 +00:07:31,860 --> 00:07:34,160 +are referring to one of the most difficult + +117 +00:07:34,160 --> 00:07:38,500 +techniques in the field of sales. Any questions or + +118 +00:07:38,500 --> 00:07:42,980 +comments about this? Okay, moving on. Now, let's + +119 +00:07:42,980 --> 00:07:46,860 +reiterate what we have just explained. In other words, + +120 +00:07:48,360 --> 00:07:51,000 +To sum up, to determine a go-to-market + +121 +00:07:51,000 --> 00:07:54,900 +strategy, an important decision, listen here, an + +122 +00:07:54,900 --> 00:07:59,500 +important decision should + +123 +00:07:59,500 --> 00:08:05,900 +be made in these three areas. Number one, segment + +124 +00:08:05,900 --> 00:08:09,320 +the market, as we agreed on. Second, sales process + +125 +00:08:09,320 --> 00:08:13,600 +activities. When we are referring to the word + +126 +00:08:13,600 --> 00:08:17,860 +"process," we are referring to something that is + +127 +00:08:17,860 --> 00:08:20,980 +organized and consists of stages. + +128 +00:08:23,750 --> 00:08:27,310 +Each stage is followed by the next; stage number two + +129 +00:08:27,310 --> 00:08:31,130 +is followed by number three, and so on. We cannot + +130 +00:08:31,130 --> 00:08:37,110 +disrupt the stages; we cannot disorder them. They + +131 +00:08:37,110 --> 00:08:40,510 +are built in a strict sequence. Each sequence has + +132 +00:08:40,510 --> 00:08:44,870 +its own goal, its own purpose. Finally, go-to + +133 +00:08:44,870 --> 00:08:46,890 +market participants. Remember, when we are + +134 +00:08:46,890 --> 00:08:48,730 +referring to participants, we are referring to the + +135 +00:08:48,730 --> 00:08:51,210 +sales staff members who are going to be + +136 +00:08:51,210 --> 00:08:55,290 +responsible for implementing and executing sales + +137 +00:08:55,290 --> 00:09:00,490 +process activities. Sales process activities. Now, + +138 +00:09:01,990 --> 00:09:05,550 +let's talk about something else; this is important. + +139 +00:09:08,630 --> 00:09:11,350 +If you are going to answer this question, give us an + +140 +00:09:11,350 --> 00:09:15,070 +example of a personal experience with something + +141 +00:09:15,070 --> 00:09:18,450 +you purchased last week or in the last two + +142 +00:09:18,450 --> 00:09:23,270 +weeks. I'm expecting that each of you, at least, has + +143 +00:09:23,270 --> 00:09:26,910 +bought one item, especially the women; you are + +144 +00:09:26,910 --> 00:09:27,810 +addicted to purchasing. + +145 +00:09:31,470 --> 00:09:35,170 +Shoes? Okay, give us detailed information about + +146 +00:09:35,170 --> 00:09:40,730 +this experience. Who said shoes? Haneen? Okay, + +147 +00:09:40,830 --> 00:09:46,480 +anyone else? Come on. It's not a crime, is it? Anyone? Yes? + +148 +00:09:47,460 --> 00:09:50,060 +Give us your personal experience with what you bought + +149 +00:09:50,060 --> 00:09:56,820 +in the last month. Go on. Okay, go on. In a more + +150 +00:09:56,820 --> 00:09:59,560 +detailed way, how did you reach your decision to + +151 +00:09:59,560 --> 00:10:03,900 +buy? I went to the market to buy scarves + +152 +00:10:03,900 --> 00:10:08,940 +and I went to a scarf shop and I chose + +153 +00:10:08,940 --> 00:10:14,120 +the colors I wanted. Did you enter only one shop? + +154 +00:10:14,120 --> 00:10:18,320 +Two. Two. And after you entered the two + +155 +00:10:18,320 --> 00:10:22,020 +shops? I bought from one. You bought from one. + +156 +00:10:22,940 --> 00:10:26,260 +Okay. Your decision was made + +157 +00:10:26,260 --> 00:10:29,580 +based on certain reasons? What were they? I liked the + +158 +00:10:29,580 --> 00:10:34,760 +colors in one shop more than the other. And I liked + +159 +00:10:34,760 --> 00:10:38,740 +the style of the scarves in that shop. + +160 +00:10:38,940 --> 00:10:41,440 +So I bought them and I found the prices to be + +161 +00:10:41,440 --> 00:10:47,790 +reasonable? Reasonable. And then you + +162 +00:10:47,790 --> 00:10:50,390 +made your decision? Yes. So what do we learn + +163 +00:10:50,390 --> 00:10:54,370 +from this? Go on. My experience is related to the + +164 +00:10:54,370 --> 00:10:55,490 +salesperson herself. + +165 +00:10:58,950 --> 00:11:05,570 +For two weeks, I went to the market and shopped around to + +166 +00:11:05,570 --> 00:11:12,310 +purchase shoes. Actually, I liked shoes from two places, but at + +167 +00:11:12,310 --> 00:11:15,870 +the first one, the salesperson who dealt with me wasn't very... + +168 +00:11:15,870 --> 00:11:20,250 +pleasant? + +169 +00:11:20,890 --> 00:11:21,950 +accommodating? + +170 +00:11:35,010 --> 00:11:38,850 +So let's summarize or comment on the + +171 +00:11:38,850 --> 00:11:42,070 +two scenarios or examples from above. What can we + +172 +00:11:42,070 --> 00:11:46,670 +conclude? We can conclude one thing: the decision to + +173 +00:11:46,670 --> 00:11:51,470 +purchase doesn't happen instantly. It doesn't + +174 +00:11:51,470 --> 00:11:55,630 +happen at once. It goes through stages. What + +175 +00:11:55,630 --> 00:11:57,790 +are these stages? We are going to discuss this + +176 +00:11:57,790 --> 00:12:01,490 +now in detail. Let's begin. Number + +177 +00:12:01,490 --> 00:12:05,210 +one, interest creation. Therefore, if we return to Farah— + +178 +00:12:05,210 --> 00:12:09,870 +sorry, I said Rafah. I was + +179 +00:12:09,870 --> 00:12:13,490 +in Rafah last Thursday. If we go back to + +180 +00:12:13,490 --> 00:12:18,450 +Farah, Farah said she bought a scarf. And if you + +181 +00:12:18,450 --> 00:12:21,420 +ask her why she bought it, it's simply + +182 +00:12:21,420 --> 00:12:26,200 +because she needed it. Therefore, that need is + +183 +00:12:26,200 --> 00:12:30,580 +considered to be the first spark of interest + +184 +00:12:30,580 --> 00:12:34,960 +creation. Always remember that each person has + +185 +00:12:34,960 --> 00:12:38,180 +his own needs. These needs must be met and + +186 +00:12:38,180 --> 00:12:42,660 +must be expressed and satisfied. Okay, so + +187 +00:12:42,660 --> 00:12:45,440 +that feeling of need is considered to be + +188 +00:12:45,440 --> 00:12:49,280 +the first spark in the creation of interest. So + +189 +00:12:49,280 --> 00:12:51,760 +now we are interested in something. Why are we + +190 +00:12:51,760 --> 00:12:54,240 +interested in this something? Because we have a + +191 +00:12:54,240 --> 00:12:57,080 +need, and why would we like to buy it? To satisfy + +192 +00:12:57,080 --> 00:12:59,780 +this need. So this is considered to be the + +193 +00:12:59,780 --> 00:13:04,300 +beginning of the first step or stage in the + +194 +00:13:04,300 --> 00:13:08,040 +purchasing decision. Now what is going to happen + +195 +00:13:08,040 --> 00:13:11,200 +next? What's going to happen next is the following: + +196 +00:13:11,200 --> 00:13:15,620 +the pre-purchase stage. If you are going to ask, what + +197 +00:13:15,620 --> 00:13:18,660 +information will I, as a customer, as a + +198 +00:13:18,660 --> 00:13:22,220 +consumer, consider before making + +199 +00:13: + +223 +00:15:10,450 --> 00:15:12,290 +evaluation. Yes. + +224 +00:15:15,100 --> 00:15:18,720 +In this stage, we are going to continue evaluating + +225 +00:15:18,720 --> 00:15:23,120 +our product which we purchased. How are we going + +226 +00:15:23,120 --> 00:15:25,500 +to evaluate it? We are going to evaluate it in + +227 +00:15:25,500 --> 00:15:31,080 +terms of quality, in terms of service, in + +228 +00:15:31,080 --> 00:15:35,060 +terms of sustainability, and so on. All these + +229 +00:15:35,060 --> 00:15:38,880 +things, we are going to evaluate them after the + +230 +00:15:38,880 --> 00:15:44,340 +purchase decision has been taken. Okay? Later + +231 +00:15:44,340 --> 00:15:47,860 +on, what is going to happen? We are going to talk + +232 +00:15:47,860 --> 00:15:51,200 +about the post-purchase. In the post-purchase + +233 +00:15:51,200 --> 00:15:55,440 +stage, we are talking about things or steps which + +234 +00:15:55,440 --> 00:16:00,360 +should be taken. Like what? Feedback. + +235 +00:16:03,460 --> 00:16:06,560 +Advice. Maintenance. + +236 +00:16:09,060 --> 00:16:10,180 +Problem solving. + +237 +00:16:18,500 --> 00:16:21,900 +Installation, insurance guarantee, warranty, and so + +238 +00:16:21,900 --> 00:16:26,100 +on. So all these things are what? Things which + +239 +00:16:26,100 --> 00:16:30,620 +customers are thinking about. All these things. So + +240 +00:16:30,620 --> 00:16:32,700 +what do we understand from this? We understand + +241 +00:16:32,700 --> 00:16:36,680 +that the purchase decision + +242 +00:16:36,680 --> 00:16:40,780 +is a process. It consists of + +243 +00:16:40,780 --> 00:16:45,000 +stages. Stage number one, interest creation, which + +244 +00:16:45,000 --> 00:16:49,350 +is summarized by the birth of a need. Stage + +245 +00:16:49,350 --> 00:16:52,570 +number two, pre-purchase, where we are going to + +246 +00:16:52,570 --> 00:16:54,630 +collect information, where we are going to collect + +247 +00:16:54,630 --> 00:16:57,030 +information about the price, quality, seller, + +248 +00:16:57,190 --> 00:16:59,570 +characteristics of the seller, competitive products + +249 +00:16:59,570 --> 00:17:03,430 +and other competitive products, and so on. + +250 +00:17:03,990 --> 00:17:07,330 +Also, we are talking about the third stage, which + +251 +00:17:07,330 --> 00:17:10,610 +is the purchase stage, in which we + +252 +00:17:10,610 --> 00:17:14,710 +are evaluating our product, which we have already + +253 +00:17:14,710 --> 00:17:18,750 +bought. Finally, we are talking about post- + +254 +00:17:18,750 --> 00:17:21,290 +purchase, where we are trying to collect + +255 +00:17:21,290 --> 00:17:23,250 +information about product feedback, + +256 +00:17:23,670 --> 00:17:28,170 +advice, maintenance, insurance, guarantee, and etc. + +257 +00:17:28,950 --> 00:17:31,590 +All these things are considered information + +258 +00:17:31,590 --> 00:17:37,750 +related to the post-purchase stage. So, is this new + +259 +00:17:37,750 --> 00:17:39,350 +information for you or not? + +260 +00:17:43,430 --> 00:17:46,510 +It's something which we used to do, but sometimes + +261 +00:17:46,510 --> 00:17:50,150 +we are unconscious of it; we are unconscious of it. + +262 +00:17:50,150 --> 00:17:53,510 +But every consumer, whenever they are going + +263 +00:17:53,510 --> 00:17:56,610 +to buy something, for sure they are going to go + +264 +00:17:56,610 --> 00:18:01,130 +through these stages. Okay, let's summarize them. + +265 +00:18:01,130 --> 00:18:05,290 +Let's summarize the stages. So in summarizing the + +266 +00:18:05,290 --> 00:18:07,490 +stages, we are going to begin with the first one + +267 +00:18:07,490 --> 00:18:15,910 +which is, exactly, to create interest, where you + +268 +00:18:15,910 --> 00:18:23,450 +are going to look at; it includes—add the word "all" here. It includes all the ways that + +269 +00:18:23,450 --> 00:18:26,710 +customers can learn about the benefits of the + +270 +00:18:26,710 --> 00:18:28,930 +product and the company. Now prospecting, and + +271 +00:18:34,470 --> 00:18:38,590 +what's the meaning of prospecting? Searching or + +272 +00:18:38,590 --> 00:18:42,650 +looking for potential customers + +273 +00:18:42,650 --> 00:18:46,650 +for the product. Somebody is going to say, how is this done? We do this by market segmentation. + +274 +00:18:46,650 --> 00:18:49,570 +This is done by market segmentation. + +276 +00:18:50,850 --> 00:18:53,010 +Therefore, listen here, this is very important. + +277 +00:18:54,030 --> 00:18:56,550 +Sometimes you are going to see this in the exams, in + +278 +00:18:56,550 --> 00:18:58,830 +the midterm and the final. When we are saying + +279 +00:18:58,830 --> 00:19:02,850 +prospecting, we are referring to the action of + +280 +00:19:02,850 --> 00:19:06,390 +figuring out where potential customers are located. + +281 +00:19:07,600 --> 00:19:10,400 +Once again, when we are referring to prospecting, + +282 +00:19:10,900 --> 00:19:15,240 +we are referring to the possibility or the + +283 +00:19:15,240 --> 00:19:19,620 +chance or the action of figuring out the + +284 +00:19:19,620 --> 00:19:24,220 +location of potential customers. When we are + +285 +00:19:24,220 --> 00:19:28,160 +saying "prospects" alone, it means potential + +286 +00:19:28,160 --> 00:19:28,740 +customers. + +287 +00:19:31,200 --> 00:19:34,680 +"Prospects" alone means potential customers. But + +288 +00:19:34,680 --> 00:19:37,680 +if it is in the gerund or verb form, + +289 +00:19:37,980 --> 00:19:41,840 +"prospecting" means figuring out the location of + +290 +00:19:41,840 --> 00:19:46,620 +potential customers. Okay? Now, number two, we are + +291 +00:19:46,620 --> 00:19:49,100 +going to generate leads. And what is the + +292 +00:19:49,100 --> 00:19:52,280 +meaning of this? Look, at the first stage, we + +293 +00:19:52,280 --> 00:19:54,080 +identified the location of the customer or + +294 +00:19:54,080 --> 00:19:56,500 +potential customer. Second, we would like to + +295 +00:19:56,500 --> 00:19:59,640 +attract them. What's the meaning of attracting them? + +296 +00:20:00,320 --> 00:20:04,020 +We would like to attract their attention to our + +297 +00:20:04,020 --> 00:20:08,420 +products. How? Either by good advertisement, a good + +298 +00:20:08,420 --> 00:20:12,300 +commercial, by attracting them or by any + +299 +00:20:12,300 --> 00:20:17,460 +attractive tool, good packaging, and so on. Third, we + +300 +00:20:17,460 --> 00:20:19,460 +are going to talk about creating awareness and + +301 +00:20:19,460 --> 00:20:23,740 +interest. This customer awareness cannot be + +302 +00:20:23,740 --> 00:20:26,960 +fulfilled without answering his or her questions. + +303 +00:20:27,740 --> 00:20:30,980 +Therefore, the seller must have the information. + +304 +00:20:32,060 --> 00:20:36,060 +Exactly. So all these things are happening in the + +305 +00:20:36,060 --> 00:20:39,020 +first stage, which is called interest creation + +306 +00:20:39,020 --> 00:20:44,040 +activities. Okay? Let's go to the second one now. The + +307 +00:20:44,040 --> 00:20:49,080 +second one is pre-purchase. In the pre-purchase stage, + +308 +00:20:49,240 --> 00:20:52,040 +what is going to happen? In this phase, customers + +309 +00:20:52,040 --> 00:20:54,540 +are actively considering and evaluating + +310 +00:20:54,540 --> 00:20:59,040 +competitive products and service offerings. Now, + +311 +00:20:59,780 --> 00:21:02,240 +they will explain the features and the benefits. + +312 +00:21:03,380 --> 00:21:06,400 +Features here mean specifications; in Arabic, + +313 +00:21:06,400 --> 00:21:11,580 +muwasafat, features of the product. Also, the + +314 +00:21:11,580 --> 00:21:14,100 +benefits—the utility we are going to gain + +315 +00:21:14,100 --> 00:21:18,110 +after purchasing. Also, the customer + +316 +00:21:18,110 --> 00:21:21,890 +is going to ask themself, listen, am I a + +317 +00:21:21,890 --> 00:21:25,410 +qualified customer or not? Am I a qualified + +318 +00:21:25,410 --> 00:21:30,010 +prospect or not? So prospects here means, + +319 +00:21:30,010 --> 00:21:34,110 +once again, potential customers. Exactly. Somebody + +320 +00:21:34,110 --> 00:21:36,830 +is going to say, how is the customer going to + +321 +00:21:36,830 --> 00:21:40,210 +answer this question? Simply, the customer is going to + +322 +00:21:40,210 --> 00:21:44,010 +evaluate their own budget, their personal budget. + +323 +00:21:45,140 --> 00:21:48,740 +If they can afford the price, they will be considered + +324 +00:21:48,740 --> 00:21:53,400 +qualified prospects. If they do not have enough + +325 +00:21:53,400 --> 00:21:55,380 +personal budget to cover the price of this + +326 +00:21:55,380 --> 00:21:58,240 +product, then they will evaluate themself as + +327 +00:21:58,240 --> 00:22:02,940 +unqualified prospects. As unqualified prospects. + +328 +00:22:03,300 --> 00:22:07,400 +Now, also, assisting customers' needs. We have to + +329 +00:22:07,400 --> 00:22:10,380 +assist their needs and cooperate in + +330 +00:22:10,380 --> 00:22:13,220 +problem-solving if they are facing a problem, or + +331 +00:22:13,220 --> 00:22:16,700 +stop there. Somebody is going to say, would you + +332 +00:22:16,700 --> 00:22:19,280 +mind explaining more about problem + +333 +00:22:19,280 --> 00:22:24,380 +solving? Sometimes we are not talking about a + +334 +00:22:24,380 --> 00:22:26,540 +product here. Sometimes we are talking about a + +335 +00:22:26,540 --> 00:22:30,680 +service. In other words, a company, for example, + +336 +00:22:30,820 --> 00:22:34,440 +they are coming to you as a service provider. For + +337 +00:22:34,440 --> 00:22:38,220 +example, your company works in auditing. In + +338 +00:22:38,220 --> 00:22:41,380 +auditing, this means that our purpose is to discover + +339 +00:22:41,380 --> 00:22:45,060 +theft and illegal activities which might be + +340 +00:22:45,060 --> 00:22:49,260 +occurring within a firm. The owner of this firm + +341 +00:22:49,380 --> 00:22:53,260 +is complaining to you, saying, "I am encountering + +342 +00:22:53,260 --> 00:22:57,920 +repetitive thefts from the company's financial resources. + +343 +00:22:57,920 --> 00:23:02,080 +Therefore, I want you to help me to + +344 +00:23:02,080 --> 00:23:05,160 +figure out a system through which we can combat + +345 +00:23:06,090 --> 00:23:09,650 +these repetitive thefts." Here we are talking about + +346 +00:23:09,650 --> 00:23:13,730 +what? A problem encountered by a customer + +347 +00:23:13,730 --> 00:23:17,770 +and presented to us as a service provider. And the + +348 +00:23:17,770 --> 00:23:19,450 +service provider is going to investigate this + +349 +00:23:19,450 --> 00:23:22,830 +problem so that they can figure out or propose a + +350 +00:23:22,830 --> 00:23:27,450 +solution. Is this business? It's business. Is it + +351 +00:23:27,450 --> 00:23:32,250 +sales? It's sales. Exactly. Also, we are talking + +352 +00:23:32,250 --> 00:23:34,690 +about understanding the company and product + +353 +00:23:34,690 --> 00:23:37,350 +capabilities. All these things are going to be + +354 +00:23:37,350 --> 00:23:40,370 +determined and finalized in the second stage, + +355 +00:23:40,370 --> 00:23:43,810 +number two, which is called pre-purchase. Now, + +356 +00:23:44,150 --> 00:23:46,050 +regarding the third stage, which is the + +357 +00:23:46,050 --> 00:23:49,010 +purchase stage. Here, we are talking about + +358 +00:23:49,010 --> 00:23:52,030 +negotiation, which will occur between the + +359 +00:23:52,030 --> 00:23:54,930 +seller and the buyer. Also, we are talking about + +360 +00:23:54,930 --> 00:23:59,650 +bidding—the bid of the service provider + +361 +00:23:59,650 --> 00:24:02,650 +or the seller. Also, they are going to finalize + +362 +00:24:02,650 --> 00:24:08,170 +the terms and conditions of the proposal. Stop + +363 +00:24:08,170 --> 00:24:11,790 +here. Somebody is going to say these four things + +364 +00:24:11,790 --> 00:24:14,590 +are clearly seen, especially if we are talking + +365 +00:24:14,590 --> 00:24:18,910 +about large sales. Correct? + +366 +00:24:19,760 --> 00:24:23,000 +Correct. What do you think about these large sales + +367 +00:24:23,000 --> 00:24:25,720 +or these stages or these procedures? Are they applicable + +368 +00:24:25,720 --> 00:24:28,320 +when you go into a supermarket and + +369 +00:24:28,320 --> 00:24:31,760 +buy a biscuit? Sometimes + +370 +00:24:31,760 --> 00:24:36,100 +yes. Someone, Farah, is going to say how? I'm going + +371 +00:24:36,100 --> 00:24:38,920 +to tell you how. Imagine you would like or you are + +372 +00:24:38,920 --> 00:24:43,630 +interested in buying a biscuit. Therefore, + +373 +00:24:43,630 --> 00:24:45,590 +you enter the supermarket and you look at the + +374 +00:24:45,590 --> 00:24:47,470 +shelves; you find the biscuits, and they are + +375 +00:24:47,470 --> 00:24:51,470 +priced. They are + +376 +00:24:51,470 --> 00:24:56,010 +priced. Now, unconsciously your eyes will look at the + +377 +00:24:56,010 --> 00:24:57,970 +product; you will evaluate the product + +378 +00:24:57,970 --> 00:24:59,670 +regarding the color, the content, the + +379 +00:24:59,670 --> 00:25:04,010 +ingredients, and also the price. Then you are going + +380 +00:25:04,010 --> 00:25:07,370 +to begin negotiating with yourself, but in fact + +381 +00:25:07,370 --> 00:25:10,330 +you are negotiating with whom? With the owner of + +382 +00:25:10,330 --> 00:25:13,190 +the supermarket, who is providing you with this + +383 +00:25:13,190 --> 00:25:16,910 +product. But in this scene, the owner is absent. + +384 +00:25:17,690 --> 00:25:22,370 +And what is present? The price and the product. So all + +385 +00:25:22,370 --> 00:25:24,710 +these things, you are going to finalize + +386 +00:25:24,710 --> 00:25:30,170 +unconsciously. In the same way as we are + +387 +00:25:30,170 --> 00:25:34,890 +talking about large sales contracts. If you like the + +388 +00:25:34,890 --> 00:25:37,330 +price and the content and the packaging, you are + +389 +00:25:37,330 --> 00:25:40,560 +going to pick it up. If you picked it up, it means + +390 +00:25:40,560 --> 00:25:44,000 +you agreed to this proposal and you agreed to + +391 +00:25:44,000 --> 00:25:47,240 +all the terms and conditions. Even though the + +392 +00:25:47,240 --> 00:25:50,980 +owner of the biscuit is not present. + +393 +00:25:50,980 --> 00:25:57,380 +Is this true? It's very true. It's very true. + +394 +00:25:59,000 --> 00:26:01,860 +Okay, let's talk about the final stage, or the + +395 +00:26:01,860 --> 00:26:04,280 +fourth stage, where we are talking about delivery. + +396 +00:26:05,540 --> 00:26:08,300 +We are talking about installation and servicing of + +397 +00:26:08,300 --> 00:26:12,000 +products. Now in Gaza, sometimes when you would like to + +398 +00:26:12,000 --> 00:26:16,380 +buy, for example, an LCD TV or LCD TV, + +399 +00:26:16,380 --> 00:26:19,160 +sometimes you will find that some + +400 +00:26:19,160 --> 00:26:20,860 +companies say they are ready to deliver it + +401 +00:26:20,860 --> 00:26:23,480 +to your home and install it + +402 +00:26:23,480 --> 00:26:26,500 +for free. Other companies do not offer this + +403 +00:26:26,500 --> 00:26:29,280 +service. Other companies do not offer this + +404 +00:26:29,280 --> 00:26:32,780 +service. Are we talking here about two attractive + +405 +00:26:32,780 --> 00:26:36,910 +offers? Yes, but which one is better? Exactly, + +406 +00:26:37,070 --> 00:26:40,310 +the one that includes delivery and installation. Therefore, + +407 +00:26:40,310 --> 00:26:43,450 +delivery and installation are considered + +408 +00:26:43,450 --> 00:26:46,070 +part of the purchasing process. The same thing with + +409 +00:26:46,070 --> 00:26:48,130 +answering customer questions, providing + +410 +00:26:48,130 --> 00:26:50,370 +information about new features or + +411 +00:26:50,370 --> 00:26:51,990 +specifications, and finally collecting payments if + +412 +00:26:51,990 --> 00:26:55,450 +the payments are to be made in installments, + +413 +00:26:55,450 --> 00:26:59,170 +especially if you are talking about large + +414 +00:26:59,170 --> 00:27:02,370 +items like cars, vehicles, or something like that. + +415 +00:27:05,990 --> 00:27:09,110 +Any questions or comments about this? So these are + +416 +00:27:09,110 --> 00:27:14,090 +briefly the four stages involved in a + +417 +00:27:14,090 --> 00:27:18,550 +purchase decision. In the final exam, I might ask you this. Now, state whether + +419 +00:27:18,550 --> 00:27:24,550 +the following statement is true or false: After a + +420 +00:27:24,550 --> 00:27:28,890 +purchase, the focus is on providing a + +421 +00:27:28,890 --> 00:27:34,690 +guarantee or insurance for the customer. True. True. + +423 + +445 +00:29:06,420 --> 00:29:10,860 +to provide us with their answer. Who would like to + +446 +00:29:10,860 --> 00:29:15,900 +be a volunteer? Go on. Who would like to be a + +447 +00:29:15,900 --> 00:29:16,600 +volunteer? Quickly. + +448 +00:29:20,080 --> 00:29:25,200 +Go on, what's your name? Sam, go on Sam. Please + +449 +00:29:25,200 --> 00:29:29,020 +raise your voice, Sam. Which strategy out of the + +450 +00:29:29,020 --> 00:29:34,820 +three, which is widely used in Gaza? Justify your + +451 +00:29:34,820 --> 00:29:38,080 +answer by giving more than one example. + +452 +00:29:40,160 --> 00:29:43,640 +According to the economic status in Gaza, the + +453 +00:29:43,640 --> 00:29:46,440 +most strategically used are low-cost strategy and + +454 +00:29:46,440 --> 00:29:49,800 +differentiated strategy. Let's talk about the + +455 +00:29:49,800 --> 00:29:53,760 +second one. However, there is no English equivalent for + +456 +00:29:53,760 --> 00:29:55,520 +"most strategically used". So Siham, the best answer is + +457 +00:29:55,520 --> 00:29:59,530 +low-cost strategy. The low cost and + +458 +00:29:59,530 --> 00:30:02,810 +differentiation. But my question is asking about + +459 +00:30:02,810 --> 00:30:08,990 +one. Which one? So your answer? The low cost. Exactly. + +460 +00:30:09,830 --> 00:30:10,410 +Yes. + +461 +00:30:12,960 --> 00:30:16,000 +Let's talk about the first one, low cost, which is + +462 +00:30:16,000 --> 00:30:20,740 +implemented in many firms, such as clothing shops in + +463 +00:30:20,740 --> 00:30:24,220 +Umar al-Muftar, Azaz Sawafiri, and + +464 +00:30:24,220 --> 00:30:29,120 +others, which sell each piece for a price of + +465 +00:30:29,120 --> 00:30:38,820 +30 shekels. And also, the shops which have spread + +466 +00:30:38,820 --> 00:30:41,200 +very widely in the last period, + +467 +00:30:56,000 --> 00:30:56,760 +Excellent. + +468 +00:30:59,460 --> 00:31:02,460 +Excellent. So once again, the correct answer is + +469 +00:31:02,460 --> 00:31:08,560 +low-cost strategy is widely used. Are we talking + +470 +00:31:08,560 --> 00:31:11,520 +about other strategies? Yes, but with a very + +471 +00:31:11,520 --> 00:31:16,600 +limited implementation. Okay. Now, who gave the + +472 +00:31:16,600 --> 00:31:18,660 +answer of "niche strategy"? Please raise your + +473 +00:31:18,660 --> 00:31:23,460 +hand. Who? Who didn't give the right answer? + +474 +00:31:23,820 --> 00:31:28,260 +Please raise your hand. Be frank. Be frank. What + +475 +00:31:28,260 --> 00:31:28,740 +did you write? + +476 +00:31:31,900 --> 00:31:34,240 +Differentiation. Okay. What about you? + +477 +00:31:35,180 --> 00:31:38,700 +Differentiation. What about you? Niche? Okay, + +478 +00:31:38,700 --> 00:31:42,620 +that's fine. Therefore, as we said, not only in the + +479 +00:31:42,620 --> 00:31:44,820 +Gaza market but also in traditional markets like + +480 +00:31:44,820 --> 00:31:47,700 +the Arab markets, always remember the local + +481 +00:31:47,700 --> 00:31:50,710 +strategy is given priority number one. If you are + +482 +00:31:50,710 --> 00:31:53,990 +going to ask why? Simply because each family is + +483 +00:31:53,990 --> 00:31:57,730 +striving hard to maintain a generous standard + +484 +00:31:57,730 --> 00:32:01,110 +of living. This is the major reason. So the + +485 +00:32:01,110 --> 00:32:05,070 +housewife, or the husband, or the householder, all + +486 +00:32:05,070 --> 00:32:06,330 +the time, whenever they would like to buy + +487 +00:32:06,330 --> 00:32:08,950 +something, they are going to calculate their own + +488 +00:32:08,950 --> 00:32:12,010 +personal budget. If it is reasonable and cheap, + +489 +00:32:12,150 --> 00:32:14,850 +they will buy it. If it is expensive, they will be + +490 +00:32:14,850 --> 00:32:20,650 +hesitant. Yes. This is our way. Okay, any questions + +491 +00:32:20,650 --> 00:32:24,210 +on the comments? Now listen, who didn't answer the + +492 +00:32:24,210 --> 00:32:28,390 +assignment or who didn't complete the assignment? Who + +493 +00:32:28,390 --> 00:32:29,270 +didn't complete the assignment? + +494 +00:32:32,870 --> 00:32:39,310 +Why? You forgot? Who else? You? + +495 +00:32:48,660 --> 00:32:52,260 +Thank you very much. Next time, inshallah, we are + +496 +00:32:52,260 --> 00:33:01,040 +going to talk about what is required of you and + +497 +00:33:01,040 --> 00:33:03,900 +your research group. We are going to spend half of + +498 +00:33:03,900 --> 00:33:07,360 +the class talking about what contents should be + +499 +00:33:07,360 --> 00:33:10,720 +included in the research paper. Okay, thank you + +500 +00:33:10,720 --> 00:33:11,100 +very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..074bc7b2aed2eccfd24fce0b527970044f97af79 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4723, "start": 21.13, "end": 47.23, "text": " Okay, good morning. In this part of the class, we are going to talk about a famous strategy. It is called go-to-market strategy. Go-to-market strategy. This strategy, it is founded in two major principles. The first one, or the first principle which we are talking about is, where are our customers?", "tokens": [1033, 11, 665, 2446, 13, 682, 341, 644, 295, 264, 1508, 11, 321, 366, 516, 281, 751, 466, 257, 4618, 5206, 13, 467, 307, 1219, 352, 12, 1353, 12, 16414, 5206, 13, 1037, 12, 1353, 12, 16414, 5206, 13, 639, 5206, 11, 309, 307, 13234, 294, 732, 2563, 9156, 13, 440, 700, 472, 11, 420, 264, 700, 8665, 597, 321, 366, 1417, 466, 307, 11, 689, 366, 527, 4581, 30], "avg_logprob": -0.15591989310694412, "compression_ratio": 1.6304347826086956, "no_speech_prob": 0.0, "words": [{"start": 21.13, "end": 21.39, "word": " Okay,", "probability": 0.6494140625}, {"start": 21.45, "end": 21.55, "word": " good", "probability": 0.900390625}, {"start": 21.55, "end": 21.87, "word": " morning.", "probability": 0.89599609375}, {"start": 22.87, "end": 23.43, "word": " In", "probability": 0.88818359375}, {"start": 23.43, "end": 23.65, "word": " this", "probability": 0.94482421875}, {"start": 23.65, "end": 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principle for this strategy is who will deal or access them. These are the two major principles upon which the go-to-market strategy is founded on. Now let's begin with the first one. Where are our customers?", "tokens": [440, 1150, 8665, 337, 341, 5206, 307, 567, 486, 2028, 420, 2105, 552, 13, 1981, 366, 264, 732, 2563, 9156, 3564, 597, 264, 352, 12, 1353, 12, 16414, 5206, 307, 13234, 322, 13, 823, 718, 311, 1841, 365, 264, 700, 472, 13, 2305, 366, 527, 4581, 30], "avg_logprob": -0.23079427797347307, "compression_ratio": 1.4379084967320261, "no_speech_prob": 0.0, "words": [{"start": 51.67, "end": 51.95, "word": " The", "probability": 0.52685546875}, {"start": 51.95, "end": 52.27, "word": " second", "probability": 0.88671875}, {"start": 52.27, "end": 53.07, "word": " principle", "probability": 0.94580078125}, {"start": 53.07, "end": 53.35, "word": " for", "probability": 0.828125}, {"start": 53.35, "end": 53.53, "word": " this", "probability": 0.927734375}, {"start": 53.53, "end": 54.01, "word": " strategy", "probability": 0.88525390625}, {"start": 54.01, "end": 54.95, "word": " is", "probability": 0.541015625}, {"start": 54.95, "end": 55.21, "word": " who", "probability": 0.2354736328125}, {"start": 55.21, "end": 57.03, "word": " will", "probability": 0.83251953125}, {"start": 57.03, "end": 58.61, "word": " deal", "probability": 0.90234375}, {"start": 58.61, "end": 59.91, "word": " or", "probability": 0.732421875}, {"start": 59.91, "end": 60.63, "word": " access", "probability": 0.91259765625}, {"start": 60.63, "end": 61.09, "word": " them.", "probability": 0.89013671875}, {"start": 65.17, "end": 65.89, "word": " These", "probability": 0.7568359375}, {"start": 65.89, "end": 66.13, "word": " are", "probability": 0.9345703125}, {"start": 66.13, "end": 66.25, "word": " the", "probability": 0.88916015625}, {"start": 66.25, "end": 66.39, "word": " two", "probability": 0.89990234375}, {"start": 66.39, "end": 66.73, "word": " major", "probability": 0.8974609375}, {"start": 66.73, "end": 67.29, "word": " principles", "probability": 0.87841796875}, {"start": 67.29, "end": 68.21, "word": " upon", "probability": 0.71875}, {"start": 68.21, "end": 68.65, "word": " which", "probability": 0.953125}, {"start": 68.65, "end": 69.03, "word": " the", "probability": 0.8369140625}, {"start": 69.03, "end": 69.25, "word": " go", "probability": 0.48291015625}, {"start": 69.25, "end": 70.81, "word": "-to", "probability": 0.64697265625}, {"start": 70.81, "end": 71.03, "word": "-market", "probability": 0.8349609375}, {"start": 71.03, "end": 71.43, "word": " strategy", "probability": 0.8798828125}, {"start": 71.43, "end": 71.61, "word": " is", "probability": 0.92529296875}, {"start": 71.61, "end": 71.97, "word": " founded", "probability": 0.896484375}, {"start": 71.97, "end": 72.33, "word": " on.", "probability": 0.60400390625}, {"start": 73.05, "end": 73.27, "word": " Now", "probability": 0.74951171875}, {"start": 73.27, "end": 73.49, "word": " let's", "probability": 0.815185546875}, {"start": 73.49, "end": 73.69, "word": " begin", "probability": 0.779296875}, {"start": 73.69, "end": 73.81, "word": " with", "probability": 0.8876953125}, {"start": 73.81, "end": 73.93, "word": " the", "probability": 0.91064453125}, {"start": 73.93, "end": 74.15, "word": " first", "probability": 0.8876953125}, {"start": 74.15, "end": 74.41, "word": " one.", "probability": 0.91455078125}, {"start": 74.83, "end": 75.15, "word": " Where", "probability": 0.76953125}, {"start": 75.15, "end": 75.39, "word": " are", "probability": 0.9345703125}, {"start": 75.39, "end": 75.97, "word": " our", "probability": 0.88916015625}, {"start": 75.97, "end": 78.55, "word": " customers?", "probability": 0.53759765625}], "temperature": 1.0}, {"id": 3, "seek": 10848, "start": 79.88, "end": 108.48, "text": " Of course, this question is very important. If you are going to say, how are we going to locate our customers? By a very simple stage or process, and I think we have talked about it before. What is it? Excellent, Haneen. By market segmentation. By market segmentation, we can identify the location of our potential customers. Second, who will deal or access them? 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Therefore, the second answer for the second question, here we are referring to the sales team. In other words, who is going to deal with us or who is going to work with us? 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All these questions must be answered. Why? Simply because each person is going to be given exact position where under the umbrella which is called go to market strategy.", "tokens": [708, 366, 641, 5235, 11, 33223, 11, 3942, 293, 370, 322, 30, 1057, 613, 1651, 1633, 312, 10103, 13, 1545, 30, 19596, 570, 1184, 954, 307, 516, 281, 312, 2212, 1900, 2535, 689, 833, 264, 21925, 597, 307, 1219, 352, 281, 2142, 5206, 13], "avg_logprob": -0.17916667064030964, "compression_ratio": 1.3892215568862276, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 129.16, "end": 129.52, "word": " What", "probability": 0.59716796875}, {"start": 129.52, "end": 130.76, "word": " are", "probability": 0.81494140625}, {"start": 130.76, "end": 131.1, "word": " their", "probability": 0.92822265625}, {"start": 131.1, "end": 131.84, "word": " experiences,", "probability": 0.83935546875}, {"start": 132.5, "end": 133.18, "word": " qualifications,", "probability": 0.9248046875}, {"start": 133.84, "end": 134.36, "word": " skills", "probability": 0.8916015625}, {"start": 134.36, "end": 135.0, "word": " and", "probability": 0.541015625}, {"start": 135.0, "end": 135.22, "word": " so", "probability": 0.9462890625}, {"start": 135.22, "end": 135.44, "word": " on?", "probability": 0.94775390625}, {"start": 136.08, "end": 136.28, "word": " All", "probability": 0.92822265625}, {"start": 136.28, "end": 136.48, "word": " these", "probability": 0.84619140625}, {"start": 136.48, "end": 136.9, "word": " questions", "probability": 0.94921875}, {"start": 136.9, "end": 137.16, "word": " must", "probability": 0.8720703125}, {"start": 137.16, "end": 137.3, "word": " be", "probability": 0.95263671875}, {"start": 137.3, "end": 137.74, "word": " answered.", "probability": 0.8232421875}, {"start": 138.36, "end": 138.64, "word": " Why?", "probability": 0.87353515625}, {"start": 139.1, "end": 139.54, "word": " Simply", "probability": 0.8251953125}, {"start": 139.54, "end": 139.94, "word": " because", "probability": 0.88671875}, {"start": 139.94, "end": 140.24, "word": " each", "probability": 0.9404296875}, {"start": 140.24, "end": 140.64, "word": " person", "probability": 0.90673828125}, {"start": 140.64, "end": 140.82, "word": " is", "probability": 0.92626953125}, {"start": 140.82, "end": 141.0, "word": " going", "probability": 0.9072265625}, {"start": 141.0, "end": 141.14, "word": " to", "probability": 0.97314453125}, {"start": 141.14, "end": 141.26, "word": " be", "probability": 0.94189453125}, {"start": 141.26, "end": 141.56, "word": " given", "probability": 0.90283203125}, {"start": 141.56, "end": 142.26, "word": " exact", "probability": 0.92626953125}, {"start": 142.26, "end": 142.76, "word": " position", "probability": 0.931640625}, {"start": 142.76, "end": 143.3, "word": " where", "probability": 0.38720703125}, {"start": 143.3, "end": 143.96, "word": " under", "probability": 0.61474609375}, {"start": 143.96, "end": 144.14, "word": " the", "probability": 0.90771484375}, {"start": 144.14, "end": 144.5, "word": " umbrella", "probability": 0.9130859375}, {"start": 144.5, "end": 144.68, "word": " which", "probability": 0.8525390625}, {"start": 144.68, "end": 144.84, "word": " is", "probability": 0.94970703125}, {"start": 144.84, "end": 145.24, "word": " called", "probability": 0.9091796875}, {"start": 145.24, "end": 145.66, "word": " go", "probability": 0.5703125}, {"start": 145.66, "end": 145.84, "word": " to", "probability": 0.5869140625}, {"start": 145.84, "end": 146.24, "word": " market", "probability": 0.89990234375}, {"start": 146.24, "end": 146.96, "word": " strategy.", "probability": 0.89501953125}], "temperature": 1.0}, {"id": 6, "seek": 17451, "start": 147.59, "end": 174.51, "text": " Okay, so let's summarize what we have started. So a go-to-market strategy is concerned with answering one question, which is, how will customers be accessed? In other words, where are they? What is their location? What is their place? 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Remember when we are talking about the sales persons, not all the persons or the sales persons they have the same characteristics and skills and experiences. 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Okay? Move on. Now, here we are going to talk about steps. Steps required for what? For establishing something called go-to-market strategy. If you are going to look at these steps, you are going to find that the first question is focusing on what is the best way to segment the market. 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Where are our customers? How can we locate them? How can we identify them? How can we figure them out? We can figure them out by adopting a study which is called market segmentation. A second question, what are the essential activities required by each segment? 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We might refer to the things which the customer prefers to have and so on. So all these things must be identified. How are we going to identify them? 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Here, we are referring to the second question, in other words, how we are going to organize ourselves as a sales staff member. In other words, which staff member is going to have which responsibilities? Each one has its own responsibilities, tasks, job description and so on. 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Remember, when we are referring to participants, we are referring to the sales staff members who are going to be responsible for implementing and executing sales process activities. Sales process activities. Now, let's talk about another thing. This is important. 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I'm expecting that each one at least she bought one item, especially the women. You are addicted to purchasing. Shoes? Okay, give us detailed information about this experience. Who said shoes? Haneen? 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Anyone, yes? Give us personal experience about what you bought in the last month. Go on. Okay, go on. In a more detailed way, how did you build your decision to buy? I tended to go to the market to buy scarves and I just went to the scarves shop and I just chose which colours I wanted.", "tokens": [467, 307, 257, 7206, 11, 572, 30, 14643, 11, 2086, 30, 5303, 505, 2973, 1752, 466, 437, 291, 4243, 294, 264, 1036, 1618, 13, 1037, 322, 13, 1033, 11, 352, 322, 13, 682, 257, 544, 9942, 636, 11, 577, 630, 291, 1322, 428, 3537, 281, 2256, 30, 286, 34732, 281, 352, 281, 264, 2142, 281, 2256, 10569, 977, 293, 286, 445, 1437, 281, 264, 10569, 977, 3945, 293, 286, 445, 5111, 597, 16484, 286, 1415, 13], "avg_logprob": -0.2378246799691931, "compression_ratio": 1.5454545454545454, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 582.88, "end": 583.4, "word": " It", "probability": 0.7353515625}, {"start": 583.4, "end": 583.52, "word": " is", "probability": 0.8525390625}, {"start": 583.52, "end": 583.66, "word": " a", "probability": 0.99072265625}, {"start": 583.66, "end": 584.02, "word": " crime,", "probability": 0.88623046875}, {"start": 584.2, "end": 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Reasonable. And after that you took a decision? Yes. So what do we understand from this? Go on. 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Actually, I like to assemble shoes in two places, but the first one, the person who deal with me wasn't very... Easy going? Smooth? 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What can we conclude? We can conclude one thing. 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Is he gentle? Quality. Also I'm going to talk about quality. Benefits. And also I'm going to compare the product with the competitive products. With the competitive products and so on.", "tokens": [2720, 23600, 13, 1119, 415, 6424, 30, 28892, 13, 2743, 286, 478, 516, 281, 751, 466, 3125, 13, 27702, 13979, 13, 400, 611, 286, 478, 516, 281, 6794, 264, 1674, 365, 264, 10043, 3383, 13, 2022, 264, 10043, 3383, 293, 370, 322, 13], "avg_logprob": -0.3249289793047038, "compression_ratio": 1.5433070866141732, "no_speech_prob": 0.0, "words": [{"start": 826.92, "end": 827.18, "word": " Of", "probability": 0.2890625}, {"start": 827.18, "end": 827.54, "word": " seller.", "probability": 0.6279296875}, {"start": 828.24, "end": 828.46, "word": " Is", "probability": 0.8935546875}, {"start": 828.46, "end": 828.6, "word": " he", "probability": 0.96484375}, {"start": 828.6, "end": 829.0, "word": " gentle?", "probability": 0.7783203125}, {"start": 830.72, "end": 831.26, "word": " Quality.", "probability": 0.60791015625}, {"start": 831.52, "end": 832.12, "word": " Also", "probability": 0.8212890625}, {"start": 832.12, "end": 832.34, "word": " I'm", "probability": 0.607666015625}, {"start": 832.34, "end": 832.48, "word": " going", "probability": 0.9462890625}, {"start": 832.48, "end": 832.58, "word": " to", "probability": 0.96923828125}, {"start": 832.58, "end": 832.74, "word": " talk", "probability": 0.89208984375}, {"start": 832.74, "end": 832.98, "word": " about", "probability": 0.9091796875}, {"start": 832.98, "end": 833.44, "word": " quality.", "probability": 0.828125}, {"start": 834.12, "end": 834.78, "word": " Benefits.", "probability": 0.630859375}, {"start": 836.18, "end": 836.78, "word": " And", "probability": 0.91015625}, {"start": 836.78, "end": 837.04, "word": " also", "probability": 0.85791015625}, {"start": 837.04, "end": 837.34, "word": " I'm", "probability": 0.766845703125}, {"start": 837.34, "end": 837.7, "word": " going", "probability": 0.9443359375}, {"start": 837.7, "end": 837.88, "word": " to", "probability": 0.476318359375}, {"start": 837.88, "end": 839.9, "word": " compare", "probability": 0.429931640625}, {"start": 839.9, "end": 843.02, "word": " the", "probability": 0.751953125}, {"start": 843.02, "end": 843.62, "word": " product", "probability": 0.8701171875}, {"start": 843.62, "end": 846.1, "word": " with", "probability": 0.81591796875}, {"start": 846.1, "end": 846.3, "word": " the", "probability": 0.68505859375}, {"start": 846.3, "end": 846.7, "word": " competitive", "probability": 0.62060546875}, {"start": 846.7, "end": 847.36, "word": " products.", "probability": 0.5341796875}, {"start": 853.04, "end": 853.76, "word": " With", "probability": 0.82568359375}, {"start": 853.76, "end": 853.92, "word": " the", "probability": 0.87890625}, {"start": 853.92, "end": 854.34, "word": " competitive", "probability": 0.935546875}, {"start": 854.34, "end": 855.54, "word": " products", "probability": 0.85595703125}, {"start": 855.54, "end": 855.86, "word": " and", "probability": 0.62646484375}, {"start": 855.86, "end": 856.08, "word": " so", "probability": 0.95361328125}, {"start": 856.08, "end": 856.24, "word": " on.", "probability": 0.95361328125}], "temperature": 1.0}, {"id": 33, "seek": 88720, "start": 858.08, "end": 887.2, "text": " So all these are considered to be a mental process. When we are saying mental, equations which we are having in our mind and we are trying to find an answer for them. But remember, all this mental storm is happening in your mind under pre-purchasing stage. Before we are going to take the actual decision of purchasing. But later on, what is going to happen?", "tokens": [407, 439, 613, 366, 4888, 281, 312, 257, 4973, 1399, 13, 1133, 321, 366, 1566, 4973, 11, 11787, 597, 321, 366, 1419, 294, 527, 1575, 293, 321, 366, 1382, 281, 915, 364, 1867, 337, 552, 13, 583, 1604, 11, 439, 341, 4973, 7679, 307, 2737, 294, 428, 1575, 833, 659, 12, 79, 2476, 3349, 3233, 13, 4546, 321, 366, 516, 281, 747, 264, 3539, 3537, 295, 20906, 13, 583, 1780, 322, 11, 437, 307, 516, 281, 1051, 30], "avg_logprob": -0.16089794379246386, "compression_ratio": 1.7259615384615385, "no_speech_prob": 0.0, "words": [{"start": 858.08, "end": 858.38, "word": " So", "probability": 0.71923828125}, {"start": 858.38, "end": 858.76, "word": " all", "probability": 0.6669921875}, {"start": 858.76, "end": 859.08, "word": " these", "probability": 0.80078125}, {"start": 859.08, "end": 859.62, "word": " are", "probability": 0.91845703125}, {"start": 859.62, "end": 860.12, "word": " considered", "probability": 0.78955078125}, {"start": 860.12, "end": 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"end": 912.29, "text": " We are going to take the execution of the decision. In other words, we are going to purchase. Now, in the purchasing, are we talking about actions which is going to happen? Yes. The most important thing which is going to happen within this stage is, listen, look, evaluation. 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How we are going to evaluate it? We are going to evaluate in the terms of quality, in the terms of service, in the terms of sustainability, and so on. All these things, we are going to evaluate them after the decision of purchasing has been taken.", "tokens": [682, 341, 3233, 11, 321, 366, 516, 281, 2354, 27479, 527, 1674, 597, 321, 14734, 13, 1012, 321, 366, 516, 281, 13059, 309, 30, 492, 366, 516, 281, 13059, 294, 264, 2115, 295, 3125, 11, 294, 264, 2115, 295, 2643, 11, 294, 264, 2115, 295, 16360, 11, 293, 370, 322, 13, 1057, 613, 721, 11, 321, 366, 516, 281, 13059, 552, 934, 264, 3537, 295, 20906, 575, 668, 2726, 13], "avg_logprob": -0.13171215082558108, "compression_ratio": 1.9022988505747127, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 915.1, "end": 915.36, "word": " In", "probability": 0.78515625}, {"start": 915.36, "end": 915.64, "word": " this", "probability": 0.9462890625}, {"start": 915.64, "end": 916.28, "word": " stage,", "probability": 0.87451171875}, {"start": 916.44, "end": 916.62, "word": " we", "probability": 0.962890625}, {"start": 916.62, "end": 916.92, "word": " are", "probability": 0.9208984375}, 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Later on, what's going to happen? We are going to talk about the boss purchase. In the boss purchase also, we are talking about things or steps which should be taken. Like what? Feedback. Advice. Maintenance. Problem solving.", "tokens": [1033, 30, 11965, 322, 11, 437, 311, 516, 281, 1051, 30, 492, 366, 516, 281, 751, 466, 264, 5741, 8110, 13, 682, 264, 5741, 8110, 611, 11, 321, 366, 1417, 466, 721, 420, 4439, 597, 820, 312, 2726, 13, 1743, 437, 30, 33720, 3207, 13, 13634, 573, 13, 30437, 719, 13, 11676, 12606, 13], "avg_logprob": -0.18593749295581471, "compression_ratio": 1.4409937888198758, "no_speech_prob": 0.0, "words": [{"start": 942.9800000000001, "end": 943.6600000000001, "word": " Okay?", "probability": 0.45849609375}, {"start": 943.6600000000001, "end": 944.34, "word": " Later", "probability": 0.82373046875}, {"start": 944.34, "end": 944.56, "word": " on,", "probability": 0.94580078125}, {"start": 944.62, "end": 944.78, "word": " what's", "probability": 0.87451171875}, {"start": 944.78, "end": 944.92, "word": " going", "probability": 0.95068359375}, {"start": 944.92, "end": 945.04, "word": " to", "probability": 0.9697265625}, {"start": 945.04, "end": 945.24, "word": " happen?", "probability": 0.92578125}, {"start": 946.42, "end": 947.1, "word": " We", "probability": 0.78564453125}, {"start": 947.1, "end": 947.34, "word": " are", "probability": 0.875}, {"start": 947.34, "end": 947.54, "word": " going", "probability": 0.94677734375}, {"start": 947.54, "end": 947.68, "word": " to", "probability": 0.97021484375}, {"start": 947.68, "end": 947.86, "word": " talk", "probability": 0.88232421875}, {"start": 947.86, "end": 948.12, "word": " about", "probability": 0.9072265625}, {"start": 948.12, "end": 948.24, "word": " the", "probability": 0.869140625}, {"start": 948.24, "end": 948.48, "word": " boss", "probability": 0.394287109375}, {"start": 948.48, "end": 948.84, "word": " purchase.", "probability": 0.58349609375}, {"start": 950.16, "end": 950.46, "word": " In", "probability": 0.857421875}, {"start": 950.46, "end": 950.6, "word": " the", "probability": 0.91455078125}, {"start": 950.6, "end": 950.86, "word": " boss", "probability": 0.89892578125}, {"start": 950.86, "end": 951.2, "word": " purchase", "probability": 0.9365234375}, {"start": 951.2, "end": 951.7, "word": " also,", "probability": 0.67529296875}, {"start": 952.32, "end": 952.68, "word": " we", "probability": 0.93701171875}, {"start": 952.68, "end": 952.84, "word": " are", "probability": 0.923828125}, {"start": 952.84, "end": 953.16, "word": " talking", "probability": 0.857421875}, {"start": 953.16, "end": 953.58, "word": " about", "probability": 0.9072265625}, {"start": 953.58, "end": 954.4, "word": " things", "probability": 0.830078125}, {"start": 954.4, "end": 954.66, "word": " or", "probability": 0.94482421875}, {"start": 954.66, "end": 955.02, "word": " steps", "probability": 0.90380859375}, {"start": 955.02, "end": 955.44, "word": " which", "probability": 0.85546875}, {"start": 955.44, "end": 955.64, "word": " should", "probability": 0.96142578125}, {"start": 955.64, "end": 955.82, "word": " be", "probability": 0.9580078125}, {"start": 955.82, "end": 956.16, "word": " taken.", "probability": 0.84326171875}, {"start": 956.46, "end": 956.8, "word": " Like", "probability": 0.91650390625}, {"start": 956.8, "end": 957.14, "word": " what?", "probability": 0.9296875}, {"start": 959.68, "end": 960.36, "word": " Feedback.", "probability": 0.943115234375}, {"start": 963.46, "end": 964.14, "word": " Advice.", "probability": 0.931640625}, {"start": 965.88, "end": 966.56, "word": " Maintenance.", "probability": 0.94287109375}, {"start": 969.06, "end": 969.74, "word": " Problem", "probability": 0.95458984375}, {"start": 969.74, "end": 970.18, "word": " solving.", "probability": 0.66259765625}], "temperature": 1.0}, {"id": 37, "seek": 99850, "start": 978.5, "end": 998.5, "text": " installation, insurance guarantee, warranty and so on. So all these things are what? Are things which customers are thinking of. All these things. So what do we understand from this? We understand something which is very simple. The decision of purchasing, it is a process.", "tokens": [13260, 11, 7214, 10815, 11, 26852, 293, 370, 322, 13, 407, 439, 613, 721, 366, 437, 30, 2014, 721, 597, 4581, 366, 1953, 295, 13, 1057, 613, 721, 13, 407, 437, 360, 321, 1223, 490, 341, 30, 492, 1223, 746, 597, 307, 588, 2199, 13, 440, 3537, 295, 20906, 11, 309, 307, 257, 1399, 13], "avg_logprob": -0.16713169802512443, "compression_ratio": 1.611764705882353, "no_speech_prob": 0.0, "words": [{"start": 978.5, "end": 979.14, "word": " installation,", "probability": 0.397705078125}, {"start": 979.14, "end": 979.78, "word": " insurance", "probability": 0.92431640625}, {"start": 979.78, "end": 980.34, "word": " guarantee,", "probability": 0.77880859375}, {"start": 980.94, "end": 981.28, "word": " warranty", "probability": 0.79638671875}, {"start": 981.28, "end": 981.68, "word": " and", "probability": 0.65478515625}, {"start": 981.68, "end": 981.9, "word": " so", "probability": 0.94580078125}, {"start": 981.9, "end": 982.12, "word": " on.", "probability": 0.94873046875}, {"start": 983.34, "end": 983.48, "word": " So", "probability": 0.8486328125}, {"start": 983.48, "end": 983.76, "word": " all", "probability": 0.75927734375}, {"start": 983.76, "end": 983.96, "word": " these", "probability": 0.84423828125}, {"start": 983.96, "end": 984.18, "word": " things", "probability": 0.84033203125}, {"start": 984.18, "end": 984.34, "word": " are", "probability": 0.904296875}, {"start": 984.34, "end": 984.58, "word": " what?", "probability": 0.796875}, {"start": 985.14, "end": 985.48, "word": " Are", "probability": 0.7060546875}, {"start": 985.48, "end": 985.88, "word": " things", "probability": 0.84326171875}, {"start": 985.88, "end": 986.1, "word": " which", "probability": 0.896484375}, {"start": 986.1, "end": 986.56, "word": " customers", "probability": 0.82958984375}, {"start": 986.56, "end": 986.84, "word": " are", "probability": 0.9365234375}, {"start": 986.84, "end": 987.16, "word": " thinking", "probability": 0.8720703125}, {"start": 987.16, "end": 987.5, "word": " of.", "probability": 0.94677734375}, {"start": 988.28, "end": 988.6, "word": " All", "probability": 0.92041015625}, {"start": 988.6, "end": 988.8, "word": " these", "probability": 0.8515625}, {"start": 988.8, "end": 989.06, "word": " things.", "probability": 0.861328125}, {"start": 990.14, "end": 990.62, "word": " So", "probability": 0.935546875}, {"start": 990.62, "end": 990.84, "word": " what", "probability": 0.82177734375}, {"start": 990.84, "end": 990.92, "word": " do", "probability": 0.91748046875}, {"start": 990.92, "end": 991.02, "word": " we", "probability": 0.96435546875}, {"start": 991.02, "end": 991.46, "word": " understand", "probability": 0.8056640625}, {"start": 991.46, "end": 991.74, "word": " from", "probability": 0.8896484375}, {"start": 991.74, "end": 992.06, "word": " this?", "probability": 0.9443359375}, {"start": 992.18, "end": 992.28, "word": " We", "probability": 0.94189453125}, {"start": 992.28, "end": 992.7, "word": " understand", "probability": 0.79248046875}, {"start": 992.7, "end": 993.24, "word": " something", "probability": 0.86572265625}, {"start": 993.24, "end": 993.56, "word": " which", "probability": 0.890625}, {"start": 993.56, "end": 993.68, "word": " is", "probability": 0.95166015625}, {"start": 993.68, "end": 993.86, "word": " very", "probability": 0.84619140625}, {"start": 993.86, "end": 994.2, "word": " simple.", "probability": 0.955078125}, {"start": 995.66, "end": 995.88, "word": " The", "probability": 0.88330078125}, {"start": 995.88, "end": 996.36, "word": " decision", "probability": 0.92919921875}, {"start": 996.36, "end": 996.68, "word": " of", "probability": 0.9599609375}, {"start": 996.68, "end": 997.18, "word": " purchasing,", "probability": 0.90185546875}, {"start": 997.46, "end": 997.7, "word": " it", "probability": 0.943359375}, {"start": 997.7, "end": 997.9, "word": " is", "probability": 0.9443359375}, {"start": 997.9, "end": 998.1, "word": " a", "probability": 0.9931640625}, {"start": 998.1, "end": 998.5, "word": " process.", "probability": 0.95361328125}], "temperature": 1.0}, {"id": 38, "seek": 100748, "start": 999.66, "end": 1007.48, "text": " It is consisting of stages. Stage number one, interest creation which is summarized by the birth of the need.", "tokens": [467, 307, 33921, 295, 10232, 13, 25907, 1230, 472, 11, 1179, 8016, 597, 307, 14611, 1602, 538, 264, 3965, 295, 264, 643, 13], "avg_logprob": -0.23193358754118285, "compression_ratio": 1.1827956989247312, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 999.66, "end": 999.88, "word": " It", "probability": 0.7578125}, {"start": 999.88, "end": 1000.04, "word": " is", "probability": 0.5}, {"start": 1000.04, "end": 1000.52, "word": " consisting", "probability": 0.8642578125}, {"start": 1000.52, "end": 1000.78, "word": " of", "probability": 0.9638671875}, {"start": 1000.78, "end": 1001.28, "word": " stages.", "probability": 0.88720703125}, {"start": 1001.82, "end": 1002.18, "word": " Stage", "probability": 0.92529296875}, {"start": 1002.18, "end": 1002.44, "word": " number", "probability": 0.73046875}, {"start": 1002.44, "end": 1002.8, "word": " one,", "probability": 0.76611328125}, {"start": 1003.42, "end": 1003.76, "word": " interest", "probability": 0.716796875}, {"start": 1003.76, "end": 1004.28, "word": " creation", "probability": 0.591796875}, {"start": 1004.28, "end": 1005.0, "word": " which", "probability": 0.419677734375}, {"start": 1005.0, "end": 1005.16, "word": " is", "probability": 0.94775390625}, {"start": 1005.16, "end": 1005.72, "word": " summarized", "probability": 0.847900390625}, {"start": 1005.72, "end": 1005.92, "word": " by", "probability": 0.9453125}, {"start": 1005.92, "end": 1006.18, "word": " the", "probability": 0.8466796875}, {"start": 1006.18, "end": 1006.68, "word": " birth", "probability": 0.97705078125}, {"start": 1006.68, "end": 1007.02, "word": " of", "probability": 0.97412109375}, {"start": 1007.02, "end": 1007.18, "word": " the", "probability": 0.78076171875}, {"start": 1007.18, "end": 1007.48, "word": " need.", "probability": 0.93359375}], "temperature": 1.0}, {"id": 39, "seek": 103533, "start": 1008.97, "end": 1035.33, "text": " Stage number two, pre-purchase, where we are going to collect information, where we are going to collect information about the price, quality, seller, characteristics of the seller, competitive product with the other competitive products, and so on. Also, we are talking about the third stage, which is summarized by the purchase stage, in which we are evaluating our product, which we have already bought.", "tokens": [25907, 1230, 732, 11, 659, 12, 79, 2476, 651, 11, 689, 321, 366, 516, 281, 2500, 1589, 11, 689, 321, 366, 516, 281, 2500, 1589, 466, 264, 3218, 11, 3125, 11, 23600, 11, 10891, 295, 264, 23600, 11, 10043, 1674, 365, 264, 661, 10043, 3383, 11, 293, 370, 322, 13, 2743, 11, 321, 366, 1417, 466, 264, 2636, 3233, 11, 597, 307, 14611, 1602, 538, 264, 8110, 3233, 11, 294, 597, 321, 366, 27479, 527, 1674, 11, 597, 321, 362, 1217, 4243, 13], "avg_logprob": -0.12332589205886636, "compression_ratio": 1.8930232558139535, "no_speech_prob": 0.0, "words": [{"start": 1008.97, "end": 1009.35, "word": " Stage", "probability": 0.904296875}, {"start": 1009.35, "end": 1009.59, "word": " number", "probability": 0.82861328125}, {"start": 1009.59, "end": 1009.95, "word": " two,", "probability": 0.78662109375}, {"start": 1010.27, "end": 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It includes all the ways that the customers can learn about the benefits of the product and the company. Now prospecting and what's the meaning of prospecting?", "tokens": [7587, 11, 281, 1884, 264, 1179, 689, 291, 366, 516, 281, 574, 300, 309, 5974, 909, 264, 1349, 318, 510, 11, 264, 5063, 318, 13, 467, 5974, 439, 264, 2098, 300, 264, 4581, 393, 1466, 466, 264, 5311, 295, 264, 1674, 293, 264, 2237, 13, 823, 15005, 278, 293, 437, 311, 264, 3620, 295, 15005, 278, 30], "avg_logprob": -0.1941002219401557, "compression_ratio": 1.5632183908045978, "no_speech_prob": 0.0, "words": [{"start": 1090.63, "end": 1091.19, "word": " Exactly,", "probability": 0.60107421875}, {"start": 1091.65, "end": 1091.99, "word": " to", "probability": 0.95947265625}, {"start": 1091.99, "end": 1092.33, "word": " create", "probability": 0.90625}, {"start": 1092.33, "end": 1092.51, "word": " the", "probability": 0.75390625}, {"start": 1092.51, "end": 1092.97, "word": " interest", "probability": 0.91552734375}, {"start": 1092.97, "end": 1093.87, "word": " where", "probability": 0.337158203125}, {"start": 1093.87, "end": 1095.91, "word": " you", "probability": 0.9365234375}, {"start": 1095.91, "end": 1096.09, "word": " are", "probability": 0.8955078125}, {"start": 1096.09, "end": 1096.33, "word": " going", "probability": 0.94775390625}, {"start": 1096.33, "end": 1096.51, "word": " to", "probability": 0.9677734375}, {"start": 1096.51, "end": 1096.77, "word": " look", "probability": 0.96240234375}, {"start": 1096.77, "end": 1099.15, "word": " that", "probability": 0.6728515625}, {"start": 1099.15, "end": 1101.75, "word": " it", "probability": 0.81982421875}, {"start": 1101.75, "end": 1102.35, "word": " includes", "probability": 0.86767578125}, {"start": 1102.35, "end": 1102.89, "word": " add", "probability": 0.322509765625}, {"start": 1102.89, "end": 1103.03, "word": " the", "probability": 0.9013671875}, {"start": 1103.03, "end": 1103.21, "word": " word", "probability": 0.77490234375}, {"start": 1103.21, "end": 1103.45, "word": " S", "probability": 0.4375}, {"start": 1103.45, "end": 1103.75, "word": " here,", "probability": 0.806640625}, {"start": 1103.89, "end": 1104.01, "word": " the", "probability": 0.66064453125}, {"start": 1104.01, "end": 1104.17, "word": " letter", "probability": 0.9111328125}, {"start": 1104.17, "end": 1104.49, "word": " S.", "probability": 0.96044921875}, {"start": 1105.13, "end": 1105.29, "word": " It", "probability": 0.9267578125}, {"start": 1105.29, "end": 1105.69, "word": " includes", "probability": 0.8916015625}, {"start": 1105.69, "end": 1106.03, "word": " all", "probability": 0.94775390625}, {"start": 1106.03, "end": 1106.19, "word": " the", "probability": 0.91357421875}, {"start": 1106.19, "end": 1106.47, "word": " ways", "probability": 0.91357421875}, {"start": 1106.47, "end": 1106.71, "word": " that", "probability": 0.93359375}, {"start": 1106.71, "end": 1106.89, "word": " the", "probability": 0.88916015625}, {"start": 1106.89, "end": 1107.25, "word": " customers", "probability": 0.84130859375}, {"start": 1107.25, "end": 1107.59, "word": " can", "probability": 0.94482421875}, {"start": 1107.59, "end": 1107.81, "word": " learn", "probability": 0.97265625}, {"start": 1107.81, "end": 1108.09, "word": " about", "probability": 0.900390625}, {"start": 1108.09, "end": 1108.27, "word": " the", "probability": 0.91943359375}, {"start": 1108.27, "end": 1108.65, "word": " benefits", "probability": 0.87158203125}, {"start": 1108.65, "end": 1108.79, "word": " of", "probability": 0.96533203125}, {"start": 1108.79, "end": 1108.93, "word": " the", "probability": 0.912109375}, {"start": 1108.93, "end": 1109.31, "word": " product", "probability": 0.90234375}, {"start": 1109.31, "end": 1109.55, "word": " and", "probability": 0.92919921875}, {"start": 1109.55, "end": 1109.67, "word": " the", "probability": 0.89599609375}, {"start": 1109.67, "end": 1109.97, "word": " company.", "probability": 0.91796875}, {"start": 1111.69, "end": 1112.07, "word": " Now", "probability": 0.9560546875}, {"start": 1112.07, "end": 1113.17, "word": " prospecting", "probability": 0.81640625}, {"start": 1113.17, "end": 1114.47, "word": " and", "probability": 0.478515625}, {"start": 1114.47, "end": 1114.73, "word": " what's", "probability": 0.799560546875}, {"start": 1114.73, "end": 1114.83, "word": " the", "probability": 0.92333984375}, {"start": 1114.83, "end": 1114.95, "word": " meaning", "probability": 0.85595703125}, {"start": 1114.95, "end": 1115.09, "word": " of", "probability": 0.94677734375}, {"start": 1115.09, "end": 1115.65, "word": " prospecting?", "probability": 0.96826171875}], "temperature": 1.0}, {"id": 43, "seek": 114639, "start": 1117.55, "end": 1146.39, "text": " Searching or looking for something called potential customers for the product. Somebody is going to say, how did this? We are making this by market segmentation. Therefore, listen here, this is very important. Sometimes you are going to see it in the exams, in the middle and the final. 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But if it is in the format of gerund or verb, prospecting, it means figuring out the location of potential customers. Okay? Now, number two, we are going to generate the leads. And what is the meaning of this? Look, at the first stage, we identified the location of the customer or potential customer. 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We would like to attract their own eyes on our products. How? Either by good advertisement, by good commercial, by attracting them or by any attractive tool, by packaging and so on. Third, we are going to talk about creating awareness and interest. 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Exactly. So all these things are happening in the first stage which is called interest creation activities. Okay? Let's go to the second now. The second one is pre-purchase.", "tokens": [7504, 11, 264, 23600, 1633, 362, 1589, 13, 7587, 13, 407, 439, 613, 721, 366, 2737, 294, 264, 700, 3233, 597, 307, 1219, 1179, 8016, 5354, 13, 1033, 30, 961, 311, 352, 281, 264, 1150, 586, 13, 440, 1150, 472, 307, 659, 12, 79, 2476, 651, 13], "avg_logprob": -0.19970702659338713, "compression_ratio": 1.3773584905660377, "no_speech_prob": 0.0, "words": [{"start": 1227.74, "end": 1228.3, "word": " Therefore,", "probability": 0.6611328125}, {"start": 1228.66, "end": 1228.78, "word": " the", "probability": 0.88037109375}, {"start": 1228.78, "end": 1228.98, "word": " seller", "probability": 0.8642578125}, {"start": 1228.98, "end": 1229.34, "word": " must", "probability": 0.8349609375}, {"start": 1229.34, "end": 1229.8, "word": " have", "probability": 0.94384765625}, {"start": 1229.8, "end": 1230.98, "word": " information.", "probability": 0.7392578125}, {"start": 1232.06, "end": 1232.64, "word": " Exactly.", "probability": 0.473388671875}, {"start": 1233.94, "end": 1234.1, "word": " So", "probability": 0.88671875}, {"start": 1234.1, "end": 1234.32, "word": " all", "probability": 0.607421875}, {"start": 1234.32, "end": 1234.52, "word": " these", "probability": 0.84228515625}, {"start": 1234.52, "end": 1234.84, "word": " things", "probability": 0.8544921875}, {"start": 1234.84, "end": 1235.08, "word": " are", "probability": 0.92724609375}, {"start": 1235.08, "end": 1235.54, "word": " happening", "probability": 0.7802734375}, {"start": 1235.54, "end": 1235.92, "word": " in", "probability": 0.91650390625}, {"start": 1235.92, "end": 1236.06, "word": " the", "probability": 0.91943359375}, {"start": 1236.06, "end": 1236.28, "word": " first", "probability": 0.89794921875}, {"start": 1236.28, "end": 1236.68, "word": " stage", "probability": 0.88525390625}, {"start": 1236.68, "end": 1236.84, "word": " which", "probability": 0.6416015625}, {"start": 1236.84, "end": 1236.96, "word": " is", "probability": 0.943359375}, {"start": 1236.96, "end": 1237.32, "word": " called", "probability": 0.861328125}, {"start": 1237.32, "end": 1238.16, "word": " interest", "probability": 0.78076171875}, {"start": 1238.16, "end": 1239.02, "word": " creation", "probability": 0.89208984375}, {"start": 1239.02, "end": 1239.7, "word": " activities.", "probability": 0.94287109375}, {"start": 1240.96, "end": 1241.28, "word": " Okay?", "probability": 0.63671875}, {"start": 1241.64, "end": 1242.36, "word": " Let's", "probability": 0.957763671875}, {"start": 1242.36, "end": 1242.5, "word": " go", "probability": 0.96337890625}, {"start": 1242.5, "end": 1242.62, "word": " to", "probability": 0.9609375}, {"start": 1242.62, "end": 1242.76, "word": " the", "probability": 0.9169921875}, {"start": 1242.76, "end": 1243.0, "word": " second", "probability": 0.900390625}, {"start": 1243.0, "end": 1243.4, "word": " now.", "probability": 0.78955078125}, {"start": 1243.9, "end": 1244.04, "word": " The", "probability": 0.8857421875}, {"start": 1244.04, "end": 1244.4, "word": " second", "probability": 0.8994140625}, {"start": 1244.4, "end": 1244.72, "word": " one", "probability": 0.92236328125}, {"start": 1244.72, "end": 1245.2, "word": " is", "probability": 0.94921875}, {"start": 1245.2, "end": 1245.74, "word": " pre", "probability": 0.5302734375}, {"start": 1245.74, "end": 1246.34, "word": "-purchase.", "probability": 0.9525146484375}], "temperature": 1.0}, {"id": 48, "seek": 127608, "start": 1247.9, "end": 1276.08, "text": " In the pre-purchase, what is going to happen? In this phase, customers are actively considering and evaluating competitive product and service offerings. Now, they will explain the features and the benefits. Features here means specifications, Arabic muwasafat, features of the product. 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Am I qualified prospects or not? So prospects here, it pumps up once again. Potential customers. Exactly. Somebody is going to say, how the customer is going to answer this question? Simply, customer is going to evaluate his own bucket, his own personal budget.", "tokens": [2743, 11, 264, 5474, 307, 516, 281, 1029, 3647, 420, 7530, 11, 2140, 11, 669, 286, 15904, 5474, 420, 406, 30, 2012, 286, 15904, 32933, 420, 406, 30, 407, 32933, 510, 11, 309, 27648, 493, 1564, 797, 13, 9145, 2549, 4581, 13, 7587, 13, 13463, 307, 516, 281, 584, 11, 577, 264, 5474, 307, 516, 281, 1867, 341, 1168, 30, 19596, 11, 5474, 307, 516, 281, 13059, 702, 1065, 13058, 11, 702, 1065, 2973, 4706, 13], "avg_logprob": -0.21672077612443405, "compression_ratio": 1.7939698492462313, "no_speech_prob": 0.0, "words": [{"start": 1277.05, "end": 1277.57, "word": " Also,", "probability": 0.826171875}, {"start": 1277.73, "end": 1277.79, "word": " the", "probability": 0.87255859375}, {"start": 1277.79, "end": 1278.11, "word": " customer", "probability": 0.73828125}, {"start": 1278.11, "end": 1278.39, "word": " is", "probability": 0.88818359375}, {"start": 1278.39, "end": 1278.67, "word": " going", 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If he doesn't have enough personal budget to cover the price of this product, then he will evaluate himself as unqualified prospects. As unqualified prospects. Now, also, assisting customers' needs. We have to assist their needs. Along with cooperating in problem-solving if they are facing a problem or stop there.", "tokens": [759, 415, 393, 6157, 264, 3218, 11, 415, 486, 312, 15904, 382, 15904, 32933, 13, 759, 415, 1177, 380, 362, 1547, 2973, 4706, 281, 2060, 264, 3218, 295, 341, 1674, 11, 550, 415, 486, 13059, 3647, 382, 517, 46094, 32933, 13, 1018, 517, 46094, 32933, 13, 823, 11, 611, 11, 40368, 4581, 6, 2203, 13, 492, 362, 281, 4255, 641, 2203, 13, 17457, 365, 13414, 990, 294, 1154, 12, 30926, 798, 498, 436, 366, 7170, 257, 1154, 420, 1590, 456, 13], "avg_logprob": -0.20865091354381748, "compression_ratio": 1.7844036697247707, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1305.14, "end": 1305.44, "word": " If", "probability": 0.6025390625}, {"start": 1305.44, "end": 1305.6, "word": " he", "probability": 0.93212890625}, {"start": 1305.6, "end": 1305.88, "word": " can", "probability": 0.93603515625}, {"start": 1305.88, "end": 1306.4, "word": " afford", "probability": 0.943359375}, {"start": 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This owner of this firm, he is complaining to you saying, I am encountering repetitive thefts from the financial resources of the company. 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Here we are talking about what? A problem which is encountered by a customer and is thrown on us as a service provider. And the service provider is going to investigate this problem so that he can figure out or propose a solution. Is this business? It's business. Is it sales? It's sales. Exactly.", "tokens": [1981, 29404, 28508, 82, 13, 1692, 321, 366, 1417, 466, 437, 30, 316, 1154, 597, 307, 20381, 538, 257, 5474, 293, 307, 11732, 322, 505, 382, 257, 2643, 12398, 13, 400, 264, 2643, 12398, 307, 516, 281, 15013, 341, 1154, 370, 300, 415, 393, 2573, 484, 420, 17421, 257, 3827, 13, 1119, 341, 1606, 30, 467, 311, 1606, 13, 1119, 309, 5763, 30, 467, 311, 5763, 13, 7587, 13], "avg_logprob": -0.1649553582072258, "compression_ratio": 1.5679611650485437, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1386.09, "end": 1386.59, "word": " These", "probability": 0.49853515625}, {"start": 1386.59, "end": 1387.33, "word": " repetitive", "probability": 0.7705078125}, {"start": 1387.33, "end": 1388.13, "word": " thefts.", "probability": 0.929931640625}, {"start": 1388.61, "end": 1388.93, "word": " Here", "probability": 0.71142578125}, {"start": 1388.93, "end": 1389.07, "word": " we", "probability": 0.69091796875}, {"start": 1389.07, "end": 1389.19, "word": " are", 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All these things are going to be determined and finalized under the second or stage number two, which is called pre-purchase. Now, regarding the third stage, which is the purchasing. Here, we are talking about negotiation, which is going to happen between the seller and the buyer. 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Also, they are going to finalize the terms and the conditions of proposal. Stop here. Somebody is going to say these four things can be seen vividly, especially if we are talking about big movements or waves of sales. Correct?", "tokens": [639, 307, 264, 12957, 295, 264, 2643, 12398, 420, 264, 23600, 13, 2743, 11, 436, 366, 516, 281, 2572, 1125, 264, 2115, 293, 264, 4487, 295, 11494, 13, 5535, 510, 13, 13463, 307, 516, 281, 584, 613, 1451, 721, 393, 312, 1612, 23603, 356, 11, 2318, 498, 321, 366, 1417, 466, 955, 9981, 420, 9417, 295, 5763, 13, 12753, 30], "avg_logprob": -0.1882684426229508, "compression_ratio": 1.492063492063492, "no_speech_prob": 0.0, "words": [{"start": 1436.23, "end": 1436.53, "word": " This", "probability": 0.5302734375}, {"start": 1436.53, "end": 1436.67, "word": " is", "probability": 0.92236328125}, {"start": 1436.67, "end": 1436.85, "word": " the", "probability": 0.86279296875}, {"start": 1436.85, "end": 1437.05, "word": " bid", "probability": 0.96826171875}, {"start": 1437.05, "end": 1437.45, "word": " of", "probability": 0.92041015625}, {"start": 1437.45, "end": 1438.43, "word": " the", "probability": 0.80615234375}, {"start": 1438.43, "end": 1439.09, "word": " service", "probability": 0.71875}, {"start": 1439.09, "end": 1439.65, "word": " provider", "probability": 0.919921875}, {"start": 1439.65, "end": 1439.89, "word": " or", "probability": 0.90380859375}, {"start": 1439.89, "end": 1440.03, "word": " the", "probability": 0.748046875}, {"start": 1440.03, "end": 1440.25, "word": " seller.", "probability": 0.90380859375}, {"start": 1440.85, "end": 1441.19, "word": " Also,", "probability": 0.87548828125}, {"start": 1441.31, "end": 1441.41, "word": " they", "probability": 0.875}, {"start": 1441.41, "end": 1441.59, "word": " are", "probability": 0.88720703125}, {"start": 1441.59, "end": 1441.79, "word": " going", "probability": 0.94677734375}, {"start": 1441.79, "end": 1441.97, "word": " to", "probability": 0.97119140625}, {"start": 1441.97, "end": 1442.65, "word": " finalize", "probability": 0.922119140625}, {"start": 1442.65, "end": 1443.37, "word": " the", "probability": 0.88037109375}, {"start": 1443.37, "end": 1443.89, "word": " terms", "probability": 0.90087890625}, {"start": 1443.89, "end": 1444.19, "word": " and", "probability": 0.93408203125}, {"start": 1444.19, "end": 1444.35, "word": " the", "probability": 0.391357421875}, {"start": 1444.35, "end": 1444.83, "word": " conditions", "probability": 0.85986328125}, {"start": 1444.83, "end": 1445.33, "word": " of", "probability": 0.96337890625}, {"start": 1445.33, "end": 1446.59, "word": " proposal.", "probability": 0.59814453125}, {"start": 1447.95, "end": 1448.17, "word": " Stop", "probability": 0.67138671875}, {"start": 1448.17, "end": 1448.43, "word": " here.", "probability": 0.78857421875}, {"start": 1449.71, "end": 1450.13, "word": " Somebody", "probability": 0.55078125}, {"start": 1450.13, "end": 1450.33, "word": " is", "probability": 0.74658203125}, {"start": 1450.33, "end": 1450.49, "word": " going", "probability": 0.9453125}, {"start": 1450.49, "end": 1450.63, "word": " to", "probability": 0.96875}, {"start": 1450.63, "end": 1450.85, "word": " say", "probability": 0.9462890625}, {"start": 1450.85, "end": 1451.23, "word": " these", "probability": 0.56689453125}, {"start": 1451.23, "end": 1451.49, "word": " four", "probability": 0.845703125}, {"start": 1451.49, "end": 1451.79, "word": " things", "probability": 0.8603515625}, {"start": 1451.79, "end": 1452.03, "word": " can", "probability": 0.939453125}, {"start": 1452.03, "end": 1452.21, "word": " be", "probability": 0.95703125}, {"start": 1452.21, "end": 1452.47, "word": " seen", "probability": 0.93701171875}, {"start": 1452.47, "end": 1453.49, "word": " vividly,", "probability": 0.951171875}, {"start": 1453.63, "end": 1453.97, "word": " especially", "probability": 0.8232421875}, {"start": 1453.97, "end": 1454.17, "word": " if", "probability": 0.93115234375}, {"start": 1454.17, "end": 1454.23, "word": " we", "probability": 0.72802734375}, {"start": 1454.23, "end": 1454.33, "word": " are", "probability": 0.88427734375}, {"start": 1454.33, "end": 1454.59, "word": " talking", "probability": 0.83984375}, {"start": 1454.59, "end": 1454.97, "word": " about", "probability": 0.8876953125}, {"start": 1454.97, "end": 1455.35, "word": " big", "probability": 0.90625}, {"start": 1455.35, "end": 1455.91, "word": " movements", "probability": 0.9453125}, {"start": 1455.91, "end": 1456.19, "word": " or", "probability": 0.95703125}, {"start": 1456.19, "end": 1456.53, "word": " waves", "probability": 0.8994140625}, {"start": 1456.53, "end": 1456.77, "word": " of", "probability": 0.966796875}, {"start": 1456.77, "end": 1457.17, "word": " sales.", "probability": 0.93017578125}, {"start": 1458.33, "end": 1458.91, "word": " Correct?", "probability": 0.92626953125}], "temperature": 1.0}, {"id": 56, "seek": 148080, "start": 1459.76, "end": 1480.8, "text": " Correct. What do you think these waves or these stages or these procedures? Are they applicable whenever you are going to enter a supermarket and you are going to buy a piece of biscuit? Sometimes yes. Somebody farah is going to say how? I'm going to tell you how. Imagine you would like or you are interested to buy a piece", "tokens": [12753, 13, 708, 360, 291, 519, 613, 9417, 420, 613, 10232, 420, 613, 13846, 30, 2014, 436, 21142, 5699, 291, 366, 516, 281, 3242, 257, 25180, 293, 291, 366, 516, 281, 2256, 257, 2522, 295, 39327, 30, 4803, 2086, 13, 13463, 1400, 545, 307, 516, 281, 584, 577, 30, 286, 478, 516, 281, 980, 291, 577, 13, 11739, 291, 576, 411, 420, 291, 366, 3102, 281, 2256, 257, 2522], "avg_logprob": -0.19754464349576406, "compression_ratio": 1.6581632653061225, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 1459.76, "end": 1460.28, "word": " Correct.", "probability": 0.74267578125}, {"start": 1460.9, "end": 1461.06, "word": " What", "probability": 0.6318359375}, {"start": 1461.06, "end": 1461.16, "word": " do", "probability": 0.939453125}, {"start": 1461.16, "end": 1461.24, "word": " you", "probability": 0.96337890625}, {"start": 1461.24, "end": 1461.54, "word": " think", "probability": 0.91357421875}, {"start": 1461.54, 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Therefore you enter the supermarket and you look at the shelves, you are going to find the piece of biscuit in this way and it is priced. It is priced. Now, unconsciously your eyes is going to look at the product, you will evaluate the product regarding the color and the content and the ingredients and also the price. Then you are going to begin negotiating with yourself, but in fact you are negotiating with what?", "tokens": [295, 39327, 13, 7504, 291, 3242, 264, 25180, 293, 291, 574, 412, 264, 24349, 11, 291, 366, 516, 281, 915, 264, 2522, 295, 39327, 294, 341, 636, 293, 309, 307, 30349, 13, 467, 307, 30349, 13, 823, 11, 18900, 356, 428, 2575, 307, 516, 281, 574, 412, 264, 1674, 11, 291, 486, 13059, 264, 1674, 8595, 264, 2017, 293, 264, 2701, 293, 264, 6952, 293, 611, 264, 3218, 13, 1396, 291, 366, 516, 281, 1841, 30396, 365, 1803, 11, 457, 294, 1186, 291, 366, 30396, 365, 437, 30], "avg_logprob": -0.20312499598170933, "compression_ratio": 1.894273127753304, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1481.61, "end": 1481.91, "word": " of", "probability": 0.322021484375}, {"start": 1481.91, "end": 1482.31, "word": " biscuit.", "probability": 0.537109375}, {"start": 1483.19, "end": 1483.63, "word": " Therefore", "probability": 0.76025390625}, {"start": 1483.63, "end": 1483.83, 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But in this scene, the owner is absent. And who is attendant? His price to product. So all these things, you are going to finalize them alone, unconsciously. In the same way which we are talking about big sales contracts. 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Even though the owner of this biscuit isn't available in the scene now. Is this true? It's very true. It's very true. 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Now in Gaza sometimes whenever you would like to buy for example a TV LCD or LCD TV sometimes you are going to say some of the companies they will say we are ready to deliver it to your home and also we are ready to install it for free. Other companies they do not offer this service. Other companies do not offer this service. Are we talking here about two attractive offers? 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Therefore delivery and installation also it is regarding or they are classified to be items within both purchasing stations. The same thing with addressing the customer questions, providing information about the new features or specifications and finally collecting payments if the payments are going to be distributed through months. Especially if you are talking about big items like cars, vehicles or something like that.", "tokens": [7587, 11, 436, 10144, 293, 550, 8899, 472, 13, 7504, 8982, 293, 13260, 611, 309, 307, 8595, 420, 436, 366, 20627, 281, 312, 4754, 1951, 1293, 20906, 13390, 13, 440, 912, 551, 365, 14329, 264, 5474, 1651, 11, 6530, 1589, 466, 264, 777, 4122, 420, 29448, 293, 2721, 12510, 14348, 498, 264, 14348, 366, 516, 281, 312, 12631, 807, 2493, 13, 8545, 498, 291, 366, 1417, 466, 955, 4754, 411, 5163, 11, 8948, 420, 746, 411, 300, 13], "avg_logprob": -0.2460443056836913, "compression_ratio": 1.7649253731343284, "no_speech_prob": 0.0, "words": [{"start": 1596.29, "end": 1596.91, "word": " Exactly,", "probability": 0.373291015625}, {"start": 1597.07, "end": 1597.13, "word": " they", "probability": 0.60546875}, {"start": 1597.13, "end": 1597.55, "word": " delivered", "probability": 0.560546875}, {"start": 1597.55, "end": 1597.85, "word": " and", "probability": 0.86962890625}, {"start": 1597.85, "end": 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So these are briefly the four stages which involved under something called purchasing decision. In the final, I might ask you this. Now, state whether the following statement is true or false. 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True. True. Look at this sentence once again. In the purchasing stage, the customer is used to evaluate the product along with the competitive products. False. False. Exactly man. False. The answer, the correct answer. 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The questions in the midterm and the final is going to be in this way. Clear? Any questions? Any comments? Any questions? Any comments?", "tokens": [583, 562, 264, 5474, 307, 516, 281, 6794, 264, 1674, 365, 1080, 10043, 3383, 294, 264, 659, 12, 79, 2476, 651, 3537, 420, 949, 11, 382, 291, 848, 11, 341, 307, 1021, 13, 440, 1651, 294, 264, 2062, 7039, 293, 264, 2572, 307, 516, 281, 312, 294, 341, 636, 13, 14993, 30, 2639, 1651, 30, 2639, 3053, 30, 2639, 1651, 30, 2639, 3053, 30], "avg_logprob": -0.23978365384615385, "compression_ratio": 1.727810650887574, "no_speech_prob": 0.0, "words": [{"start": 1705.12, "end": 1705.38, "word": " But", "probability": 0.315185546875}, {"start": 1705.38, "end": 1705.64, "word": " when", "probability": 0.85205078125}, {"start": 1705.64, "end": 1705.84, "word": " the", "probability": 0.79345703125}, {"start": 1705.84, "end": 1706.2, "word": " customer", "probability": 0.72998046875}, {"start": 1706.2, "end": 1706.48, "word": " is", "probability": 0.81103515625}, {"start": 1706.48, "end": 1706.74, "word": " going", "probability": 0.9306640625}, {"start": 1706.74, "end": 1706.94, "word": " to", "probability": 0.96875}, {"start": 1706.94, "end": 1707.48, "word": " compare", "probability": 0.947265625}, {"start": 1707.48, "end": 1708.1, "word": " the", "probability": 0.82373046875}, {"start": 1708.1, "end": 1708.66, "word": " product", "probability": 0.876953125}, {"start": 1708.66, "end": 1709.0, "word": " with", "probability": 0.88818359375}, {"start": 1709.0, "end": 1709.38, "word": " its", "probability": 0.7900390625}, {"start": 1709.38, "end": 1710.06, "word": " competitive", "probability": 0.3271484375}, {"start": 1710.06, "end": 1710.74, "word": " products", "probability": 0.63427734375}, {"start": 1710.74, "end": 1711.54, "word": " in", "probability": 0.7939453125}, {"start": 1711.54, "end": 1711.8, "word": " the", "probability": 0.84912109375}, {"start": 1711.8, "end": 1712.16, "word": " pre", "probability": 0.82763671875}, {"start": 1712.16, "end": 1712.84, "word": "-purchase", "probability": 0.9166259765625}, {"start": 1712.84, "end": 1713.18, "word": " decision", "probability": 0.89599609375}, {"start": 1713.18, "end": 1713.34, "word": " or", "probability": 0.497802734375}, {"start": 1713.34, "end": 1713.74, "word": " before,", "probability": 0.8740234375}, {"start": 1713.98, "end": 1714.16, "word": " as", "probability": 0.8623046875}, {"start": 1714.16, "end": 1714.26, "word": " you", "probability": 0.89794921875}, {"start": 1714.26, "end": 1714.5, "word": " said,", "probability": 0.91552734375}, {"start": 1715.5, "end": 1715.84, "word": " this", "probability": 0.89404296875}, {"start": 1715.84, "end": 1715.96, "word": " is", "probability": 0.94580078125}, {"start": 1715.96, "end": 1716.44, "word": " important.", "probability": 0.880859375}, {"start": 1718.16, "end": 1718.3, "word": " The", "probability": 0.8671875}, {"start": 1718.3, "end": 1718.74, "word": " questions", "probability": 0.73974609375}, {"start": 1718.74, "end": 1718.94, "word": " in", "probability": 0.88427734375}, {"start": 1718.94, "end": 1719.08, "word": " the", "probability": 0.89404296875}, {"start": 1719.08, "end": 1719.5, "word": " midterm", "probability": 0.79541015625}, {"start": 1719.5, "end": 1719.64, "word": " and", "probability": 0.916015625}, {"start": 1719.64, "end": 1719.78, "word": " the", "probability": 0.82177734375}, {"start": 1719.78, "end": 1720.0, "word": " final", "probability": 0.8876953125}, {"start": 1720.0, "end": 1720.16, "word": " is", "probability": 0.72802734375}, {"start": 1720.16, "end": 1720.32, "word": " going", "probability": 0.93896484375}, {"start": 1720.32, "end": 1720.42, "word": " to", "probability": 0.96923828125}, {"start": 1720.42, "end": 1720.62, "word": " be", "probability": 0.94580078125}, {"start": 1720.62, "end": 1720.96, "word": " in", "probability": 0.75341796875}, {"start": 1720.96, "end": 1721.14, "word": " this", "probability": 0.94189453125}, {"start": 1721.14, "end": 1721.4, "word": " way.", "probability": 0.951171875}, {"start": 1722.84, "end": 1723.06, "word": " Clear?", "probability": 0.83984375}, {"start": 1724.54, "end": 1724.84, "word": " Any", "probability": 0.87646484375}, {"start": 1724.84, "end": 1725.2, "word": " questions?", "probability": 0.662109375}, {"start": 1725.32, "end": 1725.38, "word": " Any", "probability": 0.8779296875}, {"start": 1725.38, "end": 1725.76, "word": " comments?", "probability": 0.828125}, {"start": 1726.88, "end": 1727.28, "word": " Any", "probability": 0.80712890625}, {"start": 1727.28, "end": 1727.62, "word": " questions?", "probability": 0.54150390625}, {"start": 1727.76, "end": 1727.84, "word": " Any", "probability": 0.8916015625}, {"start": 1727.84, "end": 1728.22, "word": " comments?", "probability": 0.857421875}], "temperature": 1.0}, {"id": 66, "seek": 175660, "start": 1731.66, "end": 1756.6, "text": " Do you have any question about something called go to market strategy? Any questions? Let's stop here. Now we would like to ask you about your assignment. I would like to listen to the assignments or I would like some of the students to provide us with their answer. Who would like to be a volunteer? Go on. Who would like to be a volunteer? 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"seek": 176626, "start": 1760.08, "end": 1766.26, "text": " Go on, what's your name? Sam, go on Sam. Please raise your voice Sam.", "tokens": [1037, 322, 11, 437, 311, 428, 1315, 30, 4832, 11, 352, 322, 4832, 13, 2555, 5300, 428, 3177, 4832, 13], "avg_logprob": -0.25427826813289095, "compression_ratio": 1.0606060606060606, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1760.08, "end": 1760.28, "word": " Go", "probability": 0.427978515625}, {"start": 1760.28, "end": 1760.46, "word": " on,", "probability": 0.93359375}, {"start": 1760.54, "end": 1760.7, "word": " what's", "probability": 0.872802734375}, {"start": 1760.7, "end": 1760.8, "word": " your", "probability": 0.89794921875}, {"start": 1760.8, "end": 1761.02, "word": " name?", "probability": 0.8974609375}, {"start": 1761.64, "end": 1762.04, "word": " Sam,", "probability": 0.63916015625}, {"start": 1762.18, "end": 1762.28, "word": " go", "probability": 0.9013671875}, {"start": 1762.28, "end": 1762.42, "word": " on", "probability": 0.9189453125}, {"start": 1762.42, "end": 1762.66, "word": " Sam.", "probability": 0.7041015625}, {"start": 1764.8, "end": 1765.2, "word": " Please", "probability": 0.72216796875}, {"start": 1765.2, "end": 1765.66, "word": " raise", "probability": 0.67236328125}, {"start": 1765.66, "end": 1765.8, "word": " your", "probability": 0.8916015625}, {"start": 1765.8, "end": 1766.04, "word": " voice", "probability": 0.935546875}, {"start": 1766.04, "end": 1766.26, "word": " Sam.", "probability": 0.564453125}], "temperature": 1.0}, {"id": 68, "seek": 179628, "start": 1767.3, "end": 1796.28, "text": " Which strategy out of the three, which is widely used in Gaza, justify your answer by splitting more than one example? According to the economical status in Gaza, the most strategic use are low-cost strategy and differentiated strategy. Let's talk about the second one. However, there is no English for the most strategic use. So Siham, the best answer is low-cost strategy.", "tokens": [3013, 5206, 484, 295, 264, 1045, 11, 597, 307, 13371, 1143, 294, 37800, 11, 20833, 428, 1867, 538, 30348, 544, 813, 472, 1365, 30, 7328, 281, 264, 42473, 6558, 294, 37800, 11, 264, 881, 10924, 764, 366, 2295, 12, 27718, 5206, 293, 27372, 770, 5206, 13, 961, 311, 751, 466, 264, 1150, 472, 13, 2908, 11, 456, 307, 572, 3669, 337, 264, 881, 10924, 764, 13, 407, 318, 4247, 335, 11, 264, 1151, 1867, 307, 2295, 12, 27718, 5206, 13], "avg_logprob": -0.30324073485386227, "compression_ratio": 1.6666666666666667, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1767.3, "end": 1767.56, "word": " Which", "probability": 0.387939453125}, {"start": 1767.56, "end": 1768.06, "word": " strategy", "probability": 0.359375}, {"start": 1768.06, "end": 1768.66, "word": " out", "probability": 0.5458984375}, {"start": 1768.66, "end": 1768.84, "word": " of", "probability": 0.96044921875}, {"start": 1768.84, "end": 1769.02, "word": " the", 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"start": 1798.65, "end": 1810.41, "text": " The low cost and differentiation. But my question is asking about one. Which? So your answer? The low cost. Exactly. Yes.", "tokens": [440, 2295, 2063, 293, 38902, 13, 583, 452, 1168, 307, 3365, 466, 472, 13, 3013, 30, 407, 428, 1867, 30, 440, 2295, 2063, 13, 7587, 13, 1079, 13], "avg_logprob": -0.29364222904731485, "compression_ratio": 1.150943396226415, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1798.65, "end": 1798.89, "word": " The", "probability": 0.56591796875}, {"start": 1798.89, "end": 1799.09, "word": " low", "probability": 0.90380859375}, {"start": 1799.09, "end": 1799.37, "word": " cost", "probability": 0.8759765625}, {"start": 1799.37, "end": 1799.53, "word": " and", "probability": 0.896484375}, {"start": 1799.53, "end": 1799.95, "word": " differentiation.", "probability": 0.57275390625}, {"start": 1801.03, "end": 1801.61, "word": " But", "probability": 0.6875}, {"start": 1801.61, "end": 1801.79, "word": " my", "probability": 0.93310546875}, {"start": 1801.79, "end": 1802.13, "word": " question", "probability": 0.92578125}, {"start": 1802.13, "end": 1802.33, "word": " is", "probability": 0.90478515625}, {"start": 1802.33, "end": 1802.55, "word": " asking", "probability": 0.80908203125}, {"start": 1802.55, "end": 1802.81, "word": " about", "probability": 0.89599609375}, {"start": 1802.81, "end": 1803.07, "word": " one.", "probability": 0.8134765625}, {"start": 1803.35, "end": 1803.55, "word": " Which?", "probability": 0.720703125}, {"start": 1804.39, "end": 1804.69, "word": " So", "probability": 0.77490234375}, {"start": 1804.69, "end": 1804.87, "word": " your", "probability": 0.72802734375}, {"start": 1804.87, "end": 1805.25, "word": " answer?", "probability": 0.95703125}, {"start": 1806.21, "end": 1806.79, "word": " The", "probability": 0.791015625}, {"start": 1806.79, "end": 1806.99, "word": " low", "probability": 0.9501953125}, {"start": 1806.99, "end": 1807.33, "word": " cost.", "probability": 0.89599609375}, {"start": 1808.45, "end": 1808.99, "word": " Exactly.", "probability": 0.61083984375}, {"start": 1809.83, "end": 1810.41, "word": " Yes.", "probability": 0.7666015625}], "temperature": 1.0}, {"id": 70, "seek": 184120, "start": 1812.96, "end": 1841.2, "text": " Let's talk about the first one, low cost, which is implemented in many firms, such as shops for clothes in Umar al-Muftar, Azaz Sawafiri, and others, which sell any piece within the price by 30 shekels. 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Excellent. So once again, the correct answer is low cost strategy is widely used.", "tokens": [16723, 13, 16723, 13, 407, 1564, 797, 11, 264, 3006, 1867, 307, 2295, 2063, 5206, 307, 13371, 1143, 13], "avg_logprob": -0.29023437201976776, "compression_ratio": 1.1341463414634145, "no_speech_prob": 0.0, "words": [{"start": 1856.0, "end": 1856.76, "word": " Excellent.", "probability": 0.07684326171875}, {"start": 1859.46, "end": 1859.84, "word": " Excellent.", "probability": 0.80615234375}, {"start": 1860.66, "end": 1860.84, "word": " So", "probability": 0.92919921875}, {"start": 1860.84, "end": 1861.02, "word": " once", "probability": 0.72412109375}, {"start": 1861.02, "end": 1861.28, "word": " again,", "probability": 0.96044921875}, {"start": 1861.34, "end": 1861.44, "word": " the", "probability": 0.91162109375}, {"start": 1861.44, "end": 1861.68, "word": " correct", "probability": 0.90380859375}, {"start": 1861.68, "end": 1861.96, "word": " answer", "probability": 0.9716796875}, {"start": 1861.96, "end": 1862.46, "word": " is", "probability": 0.95068359375}, {"start": 1862.46, "end": 1862.96, "word": " low", "probability": 0.88134765625}, {"start": 1862.96, "end": 1863.2, "word": " cost", "probability": 0.72412109375}, {"start": 1863.2, "end": 1863.74, "word": " strategy", "probability": 0.90087890625}, {"start": 1863.74, "end": 1865.12, "word": " is", "probability": 0.7412109375}, {"start": 1865.12, "end": 1866.48, "word": " widely", "probability": 0.92041015625}, {"start": 1866.48, "end": 1866.94, "word": " used.", "probability": 0.9169921875}], "temperature": 1.0}, {"id": 72, "seek": 189628, "start": 1867.86, "end": 1896.28, "text": " Are we talking about other strategies? Yes, but with a very limited implementation. Okay. Now, who gave the answer of the locus strategy? Please raise your hand. Who? Who didn't give the right answer? Please raise your hand. Be frank. Be frank. What did you write? Differentiation. Okay. What about you? Differentiation. 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If it is expensive, they will be hesitant. Yes. This is our way. Okay, any question on the comments? Now listen, who didn't answer the assignment or who didn't make the assignment? Who didn't make the assignment? Why? You forgot? Who else? 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Next time inshallah we are going to talk about what is required by you and your research group.", "tokens": [1044, 291, 588, 709, 13, 3087, 565, 1028, 71, 13492, 321, 366, 516, 281, 751, 466, 437, 307, 4739, 538, 291, 293, 428, 2132, 1594, 13], "avg_logprob": -0.32291666445908723, "compression_ratio": 1.1584158415841583, "no_speech_prob": 1.5497207641601562e-06, "words": [{"start": 1968.66, "end": 1969.26, "word": " Thank", "probability": 0.05792236328125}, {"start": 1969.26, "end": 1969.86, "word": " you", "probability": 0.9453125}, {"start": 1969.86, "end": 1970.02, "word": " very", "probability": 0.8291015625}, {"start": 1970.02, "end": 1970.3, "word": " much.", "probability": 0.92138671875}, {"start": 1970.9, "end": 1971.34, "word": " Next", "probability": 0.91162109375}, {"start": 1971.34, "end": 1971.58, "word": " time", "probability": 0.88818359375}, {"start": 1971.58, "end": 1971.92, "word": " inshallah", "probability": 0.572509765625}, {"start": 1971.92, "end": 1972.14, "word": " we", "probability": 0.71435546875}, {"start": 1972.14, "end": 1972.26, "word": " are", "probability": 0.802734375}, {"start": 1972.26, "end": 1972.4, "word": " going", "probability": 0.94775390625}, {"start": 1972.4, "end": 1972.5, "word": " to", "probability": 0.97216796875}, {"start": 1972.5, "end": 1972.68, "word": " talk", "probability": 0.89111328125}, {"start": 1972.68, "end": 1973.08, "word": " about", "probability": 0.9091796875}, {"start": 1973.08, "end": 1974.36, "word": " what", "probability": 0.78515625}, {"start": 1974.36, "end": 1976.26, "word": " is", "probability": 0.953125}, {"start": 1976.26, "end": 1977.76, "word": " required", "probability": 0.468994140625}, {"start": 1977.76, "end": 1980.6, "word": " by", "probability": 0.88427734375}, {"start": 1980.6, "end": 1980.88, "word": " you", "probability": 0.96142578125}, {"start": 1980.88, "end": 1981.04, "word": " and", "probability": 0.63427734375}, {"start": 1981.04, "end": 1981.18, "word": " your", "probability": 0.88671875}, {"start": 1981.18, "end": 1981.5, "word": " research", "probability": 0.9560546875}, {"start": 1981.5, "end": 1981.82, "word": " group.", "probability": 0.93017578125}], "temperature": 1.0}, {"id": 77, "seek": 199110, "start": 1982.46, "end": 1991.1, "text": " We are going to spend half of the class talking about what contents should be available in the research paper. 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Listen, Chapter number seven, + +2 +00:00:26,080 --> 00:00:29,920 +it revolves around something called HR, human + +3 +00:00:29,920 --> 00:00:33,100 +resources. We are going to talk about the human + +4 +00:00:33,100 --> 00:00:36,860 +resources and the selection of the best sales + +5 +00:00:36,860 --> 00:00:39,840 +persons who are going to work with our own sales + +6 +00:00:39,840 --> 00:00:46,160 +organizations. Therefore, the title of this chapter is + +7 +00:00:46,160 --> 00:00:48,360 +called Recruiting and Selecting Sales Personnel. + +8 +00:00:49,430 --> 00:00:52,790 +Let's talk about this. The chapter is organized + +9 +00:00:52,790 --> 00:00:56,510 +through four stages. Stage number one, as you can + +10 +00:00:56,510 --> 00:01:00,670 +see, Recruitment and Selection Planning. We will + +11 +00:01:00,670 --> 00:01:03,030 +talk about it in a very detailed way in today's + +12 +00:01:03,030 --> 00:01:08,040 +class. In the coming classes, we will review and + +13 +00:01:08,040 --> 00:01:11,080 +examine the rest of these three stages, beginning + +14 +00:01:11,080 --> 00:01:14,420 +from stage number two, Recruit Candidates; stage + +15 +00:01:14,420 --> 00:01:17,980 +number three, Select Prospects, where the word + +16 +00:01:17,980 --> 00:01:21,980 +prospect means best candidates to work as a + +17 +00:01:21,980 --> 00:01:25,250 +salesperson; best candidates to work as + +18 +00:01:25,250 --> 00:01:28,550 +salesperson. And finally, we are going to conclude + +19 +00:01:28,550 --> 00:01:31,270 +by something called Validating the Process of + +20 +00:01:31,270 --> 00:01:35,210 +Recruitment and Selection. So these are briefly + +21 +00:01:35,210 --> 00:01:40,490 +the four major processes which we will review in + +22 +00:01:40,490 --> 00:01:44,990 +Chapter number seven. Let's begin. As you stated + +23 +00:01:44,990 --> 00:01:51,430 +in the HR, do you think we can hire somebody, or can we + +24 +00:01:51,430 --> 00:01:55,130 +talk about employment without something called + +25 +00:01:55,130 --> 00:01:59,950 +planning? No. Why? Because planning, it looks like + +26 +00:01:59,950 --> 00:02:03,550 +the glasses which we are looking through. Without + +27 +00:02:03,550 --> 00:02:05,610 +planning, we are going to be like the blind driver + +28 +00:02:05,610 --> 00:02:09,390 +who is driving a car blindly. And what is going to + +29 +00:02:09,390 --> 00:02:11,870 +happen by then? An accident. An accident. The same + +30 +00:02:11,870 --> 00:02:15,310 +thing with companies and firms. Therefore, we + +31 +00:02:15,310 --> 00:02:17,890 +cannot talk about something called an employment + +32 +00:02:17,890 --> 00:02:20,780 +process without something called planning. Now, in + +33 +00:02:20,780 --> 00:02:23,340 +planning, we are going to talk about personnel + +34 +00:02:23,340 --> 00:02:28,720 +needs, company culture, job analysis, job + +35 +00:02:28,720 --> 00:02:31,920 +qualifications. These job qualifications, sometimes + +36 +00:02:31,920 --> 00:02:34,880 +we call them job specifications. They are the + +37 +00:02:34,880 --> 00:02:41,080 +same. They are the same. Okay? And also we are + +38 +00:02:41,080 --> 00:02:43,080 +going to talk about the legality of job + +39 +00:02:43,080 --> 00:02:45,700 +qualifications, which we mean job specifications. + +40 +00:02:46,040 --> 00:02:50,610 +They are synonymous in the sales textbook. So + +41 +00:02:50,610 --> 00:02:53,090 +let's begin talking about the first thing, which + +42 +00:02:53,090 --> 00:02:58,290 +is the planning process. Now listen, somebody is going + +43 +00:02:58,290 --> 00:03:01,750 +to say, whenever we are going to talk about the + +44 +00:03:01,750 --> 00:03:04,830 +planning process, are we talking about a process + +45 +00:03:04,830 --> 00:03:08,990 +which is going to be natural and it is going to be + +46 +00:03:08,990 --> 00:03:11,830 +free of value? In other words, it will not be an + +47 +00:03:11,830 --> 00:03:15,270 +uninfluenced planning factor? Of course not. So we + +48 +00:03:15,270 --> 00:03:18,240 +are talking about various factors which are going + +49 +00:03:18,240 --> 00:03:20,100 +to influence the recruiting and planning process. + +50 +00:03:20,840 --> 00:03:24,860 +Factors like what? For example, company culture, + +51 +00:03:27,120 --> 00:03:32,460 +company culture, the culture which includes + +52 +00:03:32,460 --> 00:03:37,420 +beliefs, attitudes, values, thoughts, and so on. + +53 +00:03:38,040 --> 00:03:40,740 +All these things are going to influence what? The + +54 +00:03:40,740 --> 00:03:44,220 +process of recruitment and planning and selection. + +55 +00:03:45,060 --> 00:03:47,220 +Also, we are talking about the analysis of + +56 +00:03:47,220 --> 00:03:51,660 +personnel needs, which means if the analysis of + +57 +00:03:51,660 --> 00:03:54,820 +personnel needs finds that we do not need to + +58 +00:03:54,820 --> 00:03:58,320 +hire somebody, then we are not going to hire + +59 +00:03:58,320 --> 00:04:04,680 +anybody. But if the planning shows us, or tells us, + +60 +00:04:04,680 --> 00:04:08,620 +we need some personnel, new personnel, then we + +61 +00:04:08,620 --> 00:04:11,250 +are going to hire new personnel. Also, we are + +62 +00:04:11,250 --> 00:04:13,430 +talking about job descriptions with necessary job + +63 +00:04:13,430 --> 00:04:15,890 +qualifications. All these are factors which + +64 +00:04:15,890 --> 00:04:20,150 +influence the planning process of recruitment. We + +65 +00:04:20,150 --> 00:04:22,230 +will talk about them in a very detailed way after + +66 +00:04:22,230 --> 00:04:25,570 +a while. So, proper planning will help ensure the + +67 +00:04:25,570 --> 00:04:28,330 +success of the recruiting process and provide more + +68 +00:04:28,330 --> 00:04:34,030 +time for locating the best candidates. Now listen, + +69 +00:04:35,090 --> 00:04:41,100 +let's begin. We are going to begin talking about + +70 +00:04:41,100 --> 00:04:46,120 +factor number one, which is personnel needs. All + +71 +00:04:46,120 --> 00:04:49,640 +the time, remember, we are going to need to hire + +72 +00:04:49,640 --> 00:04:52,420 +new personnel under various circumstances. + +73 +00:04:54,060 --> 00:04:57,100 +Circumstance number one: if we are going to have + +74 +00:04:57,100 --> 00:05:01,020 +goals which are called growth targets. Let's give + +75 +00:05:01,020 --> 00:05:04,560 +an example. Imagine you are going to be a seller or a + +76 +00:05:04,560 --> 00:05:08,580 +businesswoman who is having a branch in Gaza. If + +77 +00:05:08,580 --> 00:05:11,540 +you decided after two or three years that you have + +78 +00:05:11,540 --> 00:05:14,800 +enough profit to initiate another branch in the + +79 +00:05:14,800 --> 00:05:16,980 +middle market, or in the southern market, or in + +80 +00:05:16,980 --> 00:05:21,060 +another market, then is this a policy of growth? + +81 +00:05:21,240 --> 00:05:24,340 +Yes. Does it need further and new staff members? + +82 +00:05:24,580 --> 00:05:29,380 +Yes. Then we can say that a growth target, sales + +83 +00:05:29,380 --> 00:05:32,040 +growth target, is considered to be a factor which + +84 +00:05:32,040 --> 00:05:36,470 +is influencing the recruitment process. Factor + +85 +00:05:36,470 --> 00:05:40,590 +number two: distribution strategies. If your + +86 +00:05:40,590 --> 00:05:43,510 +company is going to adopt new policies, new paths, + +87 +00:05:43,650 --> 00:05:49,010 +new ways of distribution, then we need to hire + +88 +00:05:49,010 --> 00:05:53,190 +and to depend on new and extra personnel. So, because + +89 +00:05:53,190 --> 00:05:56,130 +of this, we are saying distribution strategies is + +90 +00:05:56,130 --> 00:05:59,450 +another factor which is influencing the + +91 +00:05:59,450 --> 00:06:02,860 +recruitment process. And the same thing: changes in + +92 +00:06:02,860 --> 00:06:05,600 +the sales force organization, and finally, sales + +93 +00:06:05,600 --> 00:06:08,340 +force turnover. All these things are + +94 +00:06:08,340 --> 00:06:11,300 +influencing the recruitment process. We will talk + +95 +00:06:11,300 --> 00:06:13,400 +about turnover in a very detailed way after a + +96 +00:06:13,400 --> 00:06:16,980 +while. Now, understanding the reasons for the + +97 +00:06:16,980 --> 00:06:19,700 +salesperson turnover is an important factor in + +98 +00:06:19,700 --> 00:06:22,980 +assessing personnel needs. Now let's define what + +99 +00:06:22,980 --> 00:06:26,630 +is the meaning of turnover. What does it mean, + +100 +00:06:26,630 --> 00:06:29,930 +turnover? It's the percentage of salespeople that + +101 +00:06:29,930 --> 00:06:33,110 +leave the work every year, and it equals the people + +102 +00:06:33,110 --> 00:06:35,270 +that leave divided by the total number of sales. + +103 +00:06:35,290 --> 00:06:38,810 +Excellent. Excellent. What's the meaning of job + +104 +00:06:38,810 --> 00:06:44,110 +rotation? Job rotation. So we are talking about + +105 +00:06:44,110 --> 00:06:49,770 +job turnover and we are talking about job + +106 +00:06:49,770 --> 00:06:51,150 +rotation. + +107 +00:06:54,680 --> 00:06:58,240 +Job rotation means that we select another salesperson + +108 +00:06:58,240 --> 00:07:01,000 +to substitute his work and work another job + +109 +00:07:01,000 --> 00:07:04,200 +in the same company. He will take the job of + +110 +00:07:04,200 --> 00:07:06,380 +another salesperson or another member in the + +111 +00:07:06,380 --> 00:07:10,680 +organization. Very, very, very good. So turnover, + +112 +00:07:11,400 --> 00:07:14,280 +this is something harmful. We say it is negative. + +113 +00:07:16,080 --> 00:07:18,480 +But job rotation is positive. + +114 +00:07:20,980 --> 00:07:25,020 +Turnover means in Arabic معدل الدوران في العمل; job + +115 +00:07:25,020 --> 00:07:29,960 +rotation means in Arabic التدوير الوظيفي. Now, the + +116 +00:07:29,960 --> 00:07:33,780 +turnover, as Hanin said, we are going to talk + +117 +00:07:33,780 --> 00:07:36,260 +about the total number of employees who are going + +118 +00:07:36,260 --> 00:07:40,980 +to leave—leave our company—why? For various + +119 +00:07:40,980 --> 00:07:45,060 +reasons: either retirement, either finding a better + +120 +00:07:45,060 --> 00:07:51,700 +job, either accident, health reasons, and so on. This + +121 +00:07:51,700 --> 00:07:54,880 +rate of turnover, this rate of separated personnel + +122 +00:07:54,880 --> 00:07:59,680 +from our company, is something harmful, is + +123 +00:07:59,680 --> 00:08:03,800 +something damaging. Why is it damaging? Simply + +124 +00:08:03,800 --> 00:08:07,780 +because we are going to lose experienced staff + +125 +00:08:07,780 --> 00:08:12,180 +members, and we are going to pay extra time, extra + +126 +00:08:12,180 --> 00:08:14,720 +effort, and extra money to replace them or + +127 +00:08:14,720 --> 00:08:19,390 +substitute them. God knows, after this investment, + +128 +00:08:19,890 --> 00:08:22,570 +this new replacement might not be good enough, + +129 +00:08:23,030 --> 00:08:27,050 +like the previous one who left us. In addition, + +130 +00:08:27,950 --> 00:08:31,410 +these experienced staff members who left us, they + +131 +00:08:31,410 --> 00:08:35,210 +are going to use our experiences, our strategies, + +132 +00:08:35,210 --> 00:08:40,910 +with our own competitors. In addition, a very + +133 +00:08:40,910 --> 00:08:44,370 +high rate of turnover is reflecting the fact that + +134 +00:08:44,370 --> 00:08:50,870 +our company is lacking stability. So all these + +135 +00:08:50,870 --> 00:08:55,170 +things are showing to us that the high rate of + +136 +00:08:55,170 --> 00:08:59,990 +turnover is something harmful and passive, in + +137 +00:08:59,990 --> 00:09:04,590 +contrast with job rotation. As Hanin said, in job + +138 +00:09:04,590 --> 00:09:09,350 +rotation, we are going—as internal employees—we + +139 +00:09:09,350 --> 00:09:11,950 +are going to substitute and diversify our + +140 +00:09:11,950 --> 00:09:15,730 +experiences. How? If a man is working as an + +141 +00:09:15,730 --> 00:09:18,590 +accountant, we are going to give her extra + +142 +00:09:18,590 --> 00:09:22,270 +training for about one month's training to work as a + +143 +00:09:22,270 --> 00:09:25,710 +salesperson. If Hanin is a salesperson, we are + +144 +00:09:25,710 --> 00:09:28,810 +going to give her the same period of time to + +145 +00:09:28,810 --> 00:09:32,630 +diversify and experiment with new tasks related to + +146 +00:09:32,630 --> 00:09:38,160 +accounting and so on. Job rotation is good + +147 +00:09:38,160 --> 00:09:42,420 +because if somebody gets absent from his or her + +148 +00:09:42,420 --> 00:09:46,080 +work for one reason or another, this means the + +149 +00:09:46,080 --> 00:09:52,640 +work will not be crippled. The work will go on. Why? + +150 +00:09:53,120 --> 00:09:56,900 +Because we can find a good internal employee who + +151 +00:09:56,900 --> 00:10:01,400 +is already used to mastering the work and the tasks + +152 +00:10:01,400 --> 00:10:03,460 +and the responsibilities of this absent employee. + +153 +00:10:04,380 --> 00:10:08,360 +of this absenteeism. Because of this, we are saying + +154 +00:10:08,360 --> 00:10:11,320 +job rotation is positive, whereas + +155 +00:10:11,320 --> 00:10:17,060 +turnover is passive, negative—gone. So turnover + +156 +00:10:17,060 --> 00:10:21,060 +means a rate at which salespeople leave jobs. Or + +157 +00:10:21,060 --> 00:10:24,220 +this leaving might be attributed to various + +158 +00:10:24,220 --> 00:10:28,320 +reasons, as we said: death, retirement, sickness, + +159 +00:10:28,680 --> 00:10:31,600 +finding a better job, and so on, which is + +160 +00:10:31,600 --> 00:10:36,180 +calculated—which is calculated using the following + +161 +00:10:36,180 --> 00:10:38,940 +formula. The formula is: turnover rate + +162 +00:10:38,940 --> 00:10:44,660 +equals separations per year divided by the average + +163 +00:10:44,660 --> 00:10:49,920 +size of the sales force. Let's give an example. So if 30 + +164 +00:10:49,920 --> 00:10:52,800 +people leave each year and the size of the sales force + +165 +00:10:52,800 --> 00:10:57,080 +in our company is about 150, then the rate of the + +166 +00:10:57,080 --> 00:11:01,020 +turnover is going to be 30 divided by 150, and the + +167 +00:11:01,020 --> 00:11:05,150 +answer is going to be 20%. Now, the science of the + +168 +00:11:05,150 --> 00:11:08,250 +matter is saying that calculating the percentage + +169 +00:11:08,250 --> 00:11:13,170 +isn't as important as finding what are the + +170 +00:11:13,170 --> 00:11:16,890 +truths and the findings behind the number. Because + +171 +00:11:16,890 --> 00:11:19,430 +of this, we are saying the number is nothing as a + +172 +00:11:19,430 --> 00:11:23,930 +number. What is important? To interpret this + +173 +00:11:23,930 --> 00:11:27,950 +number. To understand one simple thing, which is + +174 +00:11:27,950 --> 00:11:34,160 +why people are leaving us. Why these employees are + +175 +00:11:34,160 --> 00:11:39,660 +leaving us? What are the reasons behind that? So + +176 +00:11:39,660 --> 00:11:44,520 +as an HR officer, you are charged with identifying the + +177 +00:11:44,520 --> 00:11:47,940 +major reasons which are encouraging or motivating + +178 +00:11:47,940 --> 00:11:53,260 +employees to leave our own organization. Okay? + +179 +00:11:54,040 --> 00:11:59,600 +Move on. Listen here. If you are going to ask this + +180 +00:11:59,600 --> 00:12:05,510 +following question: Can any organization remain or + +181 +00:12:05,510 --> 00:12:11,030 +keep a turnover rate at zero? Of course not. In + +182 +00:12:11,030 --> 00:12:15,230 +other words, turnover is something natural and it + +183 +00:12:15,230 --> 00:12:18,230 +is going to happen in any organization, regardless + +184 +00:12:18,230 --> 00:12:23,670 +of its history, background, nationality, wealth, + +185 +00:12:24,390 --> 00:12:29,930 +resources, etc. But where is the challenge? The + +186 +00:12:29,930 --> 00:12:33,170 +challenge is to keep the level or the rate of + +187 +00:12:33,170 --> 00:12:37,210 +turnover as minimal as possible. This is + +188 +00:12:37,210 --> 00:12:42,710 +our own challenge. To keep it minimal. Okay? Now + +189 +00:12:42,710 --> 00:12:46,610 +go on. This is statistics which were collected + +190 +00:12:46,610 --> 00:12:51,070 +about some American firms in 2006. These + +191 +00:12:51,070 --> 00:12:54,390 +firms were divided into three sectors: consumer, + +192 +00:12:54,630 --> 00:12:58,770 +industrial, and services. If you are going to look + +193 +00:12:58,770 --> 00:13:01,090 +at the percentage or the rate of turnover + +194 +00:13:01,090 --> 00:13:04,910 +regarding these three sectors of firms, you are + +195 +00:13:04,910 --> 00:13:08,450 +going to find that the biggest one is about 60–60% + +196 +00:13:08,450 --> 00:13:13,610 +turnover, which is facing service firms or services + +197 +00:13:13,610 --> 00:13:17,550 +firms. This is considered to be the biggest + +198 +00:13:17,550 --> 00:13:23,51 + +223 +00:14:59,490 --> 00:15:03,790 +continuously, very quickly. So this quick change + +224 +00:15:03,790 --> 00:15:06,670 +in the nature of the service work is going to be + +225 +00:15:06,670 --> 00:15:09,830 +one of the reasons for the high rate of turnover. + +226 +00:15:10,810 --> 00:15:13,570 +But this is not the whole story. The story has + +227 +00:15:13,570 --> 00:15:15,570 +another part, which is skills and experience. + +228 +00:15:16,210 --> 00:15:19,330 +Skills and experience are related to knowledge. + +229 +00:15:19,470 --> 00:15:21,930 +That's it. So it is related to the first reason + +230 +00:15:21,930 --> 00:15:24,030 +which we explained. We do not want to repeat + +231 +00:15:24,030 --> 00:15:25,970 +ourselves all the time. Another reason: + +232 +00:15:26,130 --> 00:15:29,830 +Intangible. Service is intangible. So we cannot + +233 +00:15:29,830 --> 00:15:33,950 +lose the sales volume that they put on the + +234 +00:15:33,950 --> 00:15:38,650 +products. Okay, you're weird, but this is the + +235 +00:15:38,650 --> 00:15:45,170 +point. Listen, listen, as we said, until the 17th + +236 +00:15:45,170 --> 00:15:50,170 +century, the whole economies all over the world + +237 +00:15:50,270 --> 00:15:52,310 +were founded on one word, which is + +238 +00:15:52,310 --> 00:15:53,110 +agriculture. + +239 +00:15:55,710 --> 00:15:59,210 +Which means until the 17th century, any country could be + +240 +00:15:59,210 --> 00:16:04,640 +named a rich or a poor country depending on whether its own + +241 +00:16:04,640 --> 00:16:07,320 +individuals could grow the land and feed their own + +242 +00:16:07,320 --> 00:16:10,800 +people. So if they had agriculture, we would say + +243 +00:16:10,800 --> 00:16:14,120 +directly that their economy is strong. If they did not + +244 +00:16:14,120 --> 00:16:16,420 +have agricultural capacity, we would say their + +245 +00:16:16,420 --> 00:16:21,680 +economy was poor and bad. This fact remained until + +246 +00:16:21,680 --> 00:16:24,580 +the 17th century, when we began talking about the + +247 +00:16:24,580 --> 00:16:29,900 +creation of the engine, the steam engine. Then we began a + +248 +00:16:29,900 --> 00:16:32,640 +new age, which is the age of industrialization. + +249 +00:16:33,530 --> 00:16:35,530 +So, in the age of industrialization, + +250 +00:16:39,230 --> 00:16:42,750 +all communities began to depend on + +251 +00:16:42,750 --> 00:16:46,430 +industrialization. And now, any economy in any + +252 +00:16:46,430 --> 00:16:49,450 +country could be judged by whether this + +253 +00:16:49,450 --> 00:16:53,050 +economy was industrialized or not. This fact + +254 +00:16:53,050 --> 00:16:58,390 +remained until 1950. In 1950, the situation began + +255 +00:16:58,390 --> 00:17:01,500 +to change as well. We began talking about two things. + +256 +00:17:01,600 --> 00:17:06,740 +First, the computer invention, and second, we began + +257 +00:17:06,740 --> 00:17:11,260 +talking about the internet. These two things led to + +258 +00:17:11,260 --> 00:17:12,620 +something called service. + +259 +00:17:15,040 --> 00:17:19,420 +Now services are considered to be the biggest, + +260 +00:17:19,560 --> 00:17:21,960 +the largest component in any economy in any country. + +261 +00:17:23,320 --> 00:17:27,230 +In other words, if a national economy, regardless + +262 +00:17:27,230 --> 00:17:30,430 +of its country, has a large component of something + +263 +00:17:30,430 --> 00:17:33,930 +called share of the service sector, then for sure their + +264 +00:17:33,930 --> 00:17:38,170 +economy is going to be prosperous and strong. And + +265 +00:17:38,170 --> 00:17:41,970 +the opposite is true. Let's give an example. Let's + +266 +00:17:41,970 --> 00:17:43,870 +look at the economy of the United Arab Emirates. + +267 +00:17:44,650 --> 00:17:48,860 +In the United Arab Emirates, someone + +268 +00:17:48,860 --> 00:17:52,080 +might say they are dependent or heavily dependent + +269 +00:17:52,080 --> 00:17:57,940 +on petroleum. You are mistaken. The petroleum industry + +270 +00:17:57,940 --> 00:18:03,040 +has a very limited space within the Emirati + +271 +00:18:03,040 --> 00:18:07,340 +economy. The biggest component of their economy is + +272 +00:18:07,340 --> 00:18:13,160 +based on service. Let's give examples. All the + +273 +00:18:13,160 --> 00:18:15,500 +goods and products that are going to invade + +274 +00:18:15,500 --> 00:18:18,120 +and enter Gulf markets must pass through + +275 +00:18:18,120 --> 00:18:23,260 +United Arab Emirates ports. So the United Arab + +276 +00:18:23,260 --> 00:18:27,660 +Emirates is a centralized area where they are + +277 +00:18:27,660 --> 00:18:30,860 +going to collect and then redistribute all the + +278 +00:18:30,860 --> 00:18:34,160 +goods and products to the Gulf area. Is this + +279 +00:18:34,160 --> 00:18:37,040 +a service activity? It is a service activity. But why? + +280 +00:18:37,560 --> 00:18:40,420 +We are talking about shipping. We are talking + +281 +00:18:40,420 --> 00:18:43,280 +about exporting. We are talking about importing + +282 +00:18:43,280 --> 00:18:47,920 +work. In addition, even though this country is + +283 +00:18:47,920 --> 00:18:50,860 +considered a desert country, it is also + +284 +00:18:50,860 --> 00:18:53,800 +heavily dependent on tourism. But + +285 +00:18:53,800 --> 00:18:57,340 +tourism is a service. And so on. Nowadays, service has begun occupying the biggest + +286 +00:18:57,340 --> 00:19:02,510 +component within national economies. So if the + +287 +00:19:02,510 --> 00:19:07,450 +service sector is the largest, for sure the + +288 +00:19:07,450 --> 00:19:09,550 +turnover rate is going to be the largest as well. + +289 +00:19:09,550 --> 00:19:11,930 +These are the two major reasons for why the + +290 +00:19:14,770 --> 00:19:19,490 +service sector suffers from a high rate of + +291 +00:19:19,490 --> 00:19:22,590 +turnover. + +292 +00:19:22,590 --> 00:19:22,870 +Turnover. + +293 +00:19:25,670 --> 00:19:28,630 +The first, according to the information + +294 +00:19:28,630 --> 00:19:31,110 +technology, and the second because the service + +295 +00:19:31,110 --> 00:19:35,650 +sector is the largest component within national + +296 +00:19:35,650 --> 00:19:40,530 +economies. Everything does not depend on service. + +297 +00:19:40,530 --> 00:19:48,170 +Not everything. Economies have different phases; a + +298 +00:19:48,170 --> 00:19:50,750 +phase called industrialization, a phase called + +299 +00:19:50,750 --> 00:19:53,270 +agriculture, and a phase called + +300 +00:19:53,270 --> 00:19:57,190 +service. Service, now in this technological era, + +301 +00:19:57,190 --> 00:20:00,830 +is considered to be the largest of these three + +302 +00:20:00,830 --> 00:20:03,710 +components forming any national economy, + +303 +00:20:04,150 --> 00:20:09,330 +forming any national economy. Clear? Any + +304 +00:20:09,330 --> 00:20:13,370 +questions or comments about this? Let's move on. Look at + +305 +00:20:13,370 --> 00:20:15,290 +these statistics. What do you see here? + +306 +00:20:18,960 --> 00:20:21,640 +What do you see here from these statistics? + +307 +00:20:26,900 --> 00:20:29,360 +You are going to find that the highest turnover + +308 +00:20:29,360 --> 00:20:33,940 +was in the retail industry. And what is the lowest? + +309 +00:20:35,900 --> 00:20:39,920 +Banking. These are statistics that were collected + +310 +00:20:39,920 --> 00:20:44,720 +from American companies in 2006. So retailers + +311 +00:20:44,980 --> 00:20:48,580 +suffered from the highest rate of + +312 +00:20:48,580 --> 00:20:53,300 +turnover. Let's go now. We have finished with something + +313 +00:20:53,300 --> 00:20:56,960 +called personnel needs. The second factor that is + +314 +00:20:56,960 --> 00:21:00,400 +influencing the planning process is company + +315 +00:21:00,400 --> 00:21:03,840 +culture. Look here. We defined culture earlier. + +316 +00:21:03,840 --> 00:21:08,000 +What did we say? Values, norms, attitudes, + +317 +00:21:08,380 --> 00:21:12,630 +beliefs, and so on. Listen here. How the culture or + +318 +00:21:12,630 --> 00:21:15,690 +how company culture is going to influence our + +319 +00:21:15,690 --> 00:21:18,770 +planning process regarding recruitment. Look at + +320 +00:21:18,770 --> 00:21:22,150 +this. We will talk about two scenarios. Scenario + +321 +00:21:22,150 --> 00:21:26,490 +number one states the following: We, as a + +322 +00:21:26,490 --> 00:21:28,670 +management of the firm or company, believe + +323 +00:21:28,670 --> 00:21:32,090 +that human resources are the most valuable and + +324 +00:21:32,090 --> 00:21:36,270 +most important assets. Therefore, we will continue + +325 +00:21:36,270 --> 00:21:40,360 +to attract and retain our staff members. This + +326 +00:21:40,360 --> 00:21:44,780 +is our culture, this is our belief. So if one of + +327 +00:21:44,780 --> 00:21:47,320 +our employees applies for resignation, + +328 +00:21:48,300 --> 00:21:50,640 +management will hurry after him or her + +329 +00:21:50,640 --> 00:21:54,780 +and ask, “Why are you leaving us?” + +330 +00:21:56,040 --> 00:21:58,660 +The response might be, for example, “I + +331 +00:21:58,660 --> 00:22:01,880 +found a better job.” Then the manager or + +332 +00:22:01,880 --> 00:22:05,040 +management will ask, “What was + +333 +00:22:05,040 --> 00:22:08,960 +the salary increase or offer?” The + +334 +00:22:08,960 --> 00:22:12,420 +resigned employee might say, “A 10% increase or 5% + +335 +00:22:12,420 --> 00:22:14,960 +increase.” Then management will say, + +336 +00:22:15,400 --> 00:22:18,840 +“We will give you a 7% increase, but please remain + +337 +00:22:18,840 --> 00:22:22,820 +with us.” Why is the manager speaking this way? + +338 +00:22:23,320 --> 00:22:25,260 +Because this is the culture they believe in. + +339 +00:22:25,940 --> 00:22:30,000 +This is one scenario. In another scenario, the + +340 +00:22:30,000 --> 00:22:32,580 +management will say, “If you are going to + +341 +00:22:32,580 --> 00:22:35,340 +leave us, that’s fine, our door is open for you. + +342 +00:22:36,650 --> 00:22:39,350 +We don’t care. We can replace you + +343 +00:22:39,350 --> 00:22:43,790 +immediately.” Why are we talking about another + +344 +00:22:43,790 --> 00:22:48,410 +type of culture, another type of response? Because + +345 +00:22:48,410 --> 00:22:51,330 +this is what they believe in. Because of + +346 +00:22:51,330 --> 00:22:54,790 +this, we are saying company culture does influence + +347 +00:22:54,790 --> 00:23:01,470 +the planning process of recruitment. Clear? Go on. + +348 +00:23:02,670 --> 00:23:05,230 +A third thing is called job analysis. Listen + +349 +00:23:05,230 --> 00:23:05,590 +here. + +350 +00:23:12,120 --> 00:23:17,040 +Now, I think you studied this in HR. In the + +351 +00:23:17,040 --> 00:23:21,340 +planning process, always remember, if you + +352 +00:23:21,340 --> 00:23:23,260 +want to initiate a planning process for + +353 +00:23:23,260 --> 00:23:26,640 +recruitment, we cannot do that without something + +354 +00:23:26,640 --> 00:23:27,900 +called job analysis. + +355 +00:23:31,560 --> 00:23:33,760 +Now, job analysis is like the mother. + +356 +00:23:34,440 --> 00:23:37,220 +This mother has two daughters. + +357 +00:23:37,990 --> 00:23:40,470 +Daughter number one, we call it job description. + +358 +00:23:42,410 --> 00:23:45,650 +Exactly. My second daughter, whose name is job + +359 +00:23:45,650 --> 00:23:47,270 +specification. + +360 +00:23:49,550 --> 00:23:52,170 +And in this book, sometimes they say job + +361 +00:23:52,170 --> 00:23:53,230 +qualification. + +362 +00:23:58,050 --> 00:24:03,070 +Now listen, in the job description, we are + +363 +00:24:03,070 --> 00:24:05,550 +referring to various things related to the job, + +364 +00:24:05,630 --> 00:24:09,820 +including tasks, responsibilities, + +365 +00:24:13,740 --> 00:24:15,060 +duties, + +366 +00:24:18,300 --> 00:24:19,340 +reporting relationships, + +367 +00:24:24,140 --> 00:24:30,460 +Listen, anything related to the job. Anything related + +368 +00:24:30,460 --> 00:24:36,710 +to the job. What is this? These are things that + +369 +00:24:36,710 --> 00:24:41,390 +we should examine under job description. And job + +370 +00:24:41,390 --> 00:24:44,230 +qualification or specification; we are talking + +371 +00:24:44,230 --> 00:24:49,750 +about this. Exactly. We are talking about + +372 +00:24:49,750 --> 00:24:53,250 +the employee. This employee, + +373 +00:24:53,250 --> 00:25:00,750 +including his or her character, skills, experience, + +374 +00:25:01,390 --> 00:25:01,790 +knowledge, + +375 +00:25:12,500 --> 00:25:15,320 +education. All these things relate to the + +376 +00:25:15,320 --> 00:25:18,840 +employee and come from the job + +377 +00:25:18,840 --> 00:25:24,060 +specification or job qualification. Now, as HR, + +378 +00:25:24,640 --> 00:25:28,540 +we cannot do a job analysis without doing these + +379 +00:25:28,540 --> 00:25:32,520 +two things: a job description along with job + +380 +00:25:32,520 --> 00:25:35,240 +specification. If we mix the two, + +381 +00:25:35,340 --> 00:25:39,280 +then the result is job analysis. The + +382 +00:25:39,280 --> 00:25:44,060 +result is going to be job analysis. Now listen how + +383 +00:25:44,060 --> 00:25:47,480 +we create a job description. We create + +384 +00:25:47,480 --> 00:25:49,920 +job descriptions in two ways: number one, + +385 +00:25:49,920 --> 00:25:57,360 +interviews, and number two, questionnaires. Let’s + +386 +00:25:57,360 --> 00:26:01,260 +talk about interviews and questionnaires, and + +387 +00:26:01,260 --> 00:26:08,200 +let’s talk about them. Interviews mean: if a person is + +388 +00:26:08,200 --> 00:26:12,300 +working as a salesperson, I'm going to ask a + +389 +00:26:12,300 --> 00:26:14,160 +series of questions while interviewing + +390 +00:26:14,160 --> 00:26:18,320 +her. I'm going to ask her, first, “What + +391 +00:26:18,320 --> 00:26:19,840 +are your major responsibilities?” Second, “What are the major tasks that + +392 +00:26:19,840 --> 00:26:23,920 +you are responsible for?” Third, “What do you think + +393 +00:26:23,920 --> 00:26:27,460 +are the best skills that a high-performing salesperson + +394 +00:26:27,460 --> 00:26:30,900 +should have?” And so on. Her answers + +395 +00:26:35,340 --> 00:26:37,400 +will form the database I use to + +396 +00:26:37,400 --> 00:26:41,320 +create the job description. Sometimes I won’t + +397 +00:26:41,320 --> 00:26:43,500 +use the interview approach, but rather + +398 +00:26:43,500 --> 00:26:46,580 +the questionnaire approach. How? Imagine all of + +399 +00:26:46,580 --> 00:26:49,980 +you are salespeople. Then I will give you + +400 +00:26:49,980 --> 00:26:52,420 +a questionnaire and ask you + +401 +00:26:52,420 --> 00:26:55,080 +to kindly fill it out within 15 + +402 +00:26:55,080 --> 00:26:57,720 +minutes or 20 minutes. After you’re done, I’ll + +403 +00:26:57,720 --> 00:27:00,780 +collect the completed questionnaires and + +404 +00:27:00,780 --> 00:27:02,980 +analyze the data. Using this data, I will + +405 +00:27:02,980 --> 00:27:05,500 +create my job description. These are + +406 +00:27:05,500 --> 00:27:09,750 +traditional approaches. Nowadays, if the book + +407 +00:27:09,750 --> 00:27:12,830 +doesn’t, or the book doesn’t mention it, we have now + +408 +00:27:12,830 --> 00:27:16,030 +begun talking about e-approaches. + +409 +00:27:21,130 --> 00:27:24,830 +With e-approaches, for any job title, + +410 +00:27:24,830 --> 00:27:29,230 +just go to a suitable database, + +411 +00:27:29,230 --> 00:27:32,190 +use the search engine, and type the name + +412 +00:27:32,190 --> 00:27:35,830 +of the job title. Press enter, and you’ll + +413 +00:27:35,830 --> 00:27:38,890 +find a complete job analysis in less than + +414 +00:27:38,890 --> 00:27:43,810 +one second. In less than one second, regardless of + +415 +00:27:43,810 --> 00:27:47,430 +the job title. And this is available. + +416 +00:27:48,670 --> 00:27:53,010 +Who took that course? You didn’t take + +417 +00:27:53,010 --> 00:28:01,590 +the course? Not yet? Who took it? That’s + +418 +00:28:01,590 --> 00:28:07,110 +fine. Okay. Now listen, so these are briefly the + +419 +00:28:07,110 --> 00:28:10,870 +meanings of job analysis. So all these + +420 +00:28:10,870 --> 00:28:13,890 +things written in front of you mean + +421 + +445 +00:29:28,870 --> 00:29:29,430 +The meaning of faintness? + +446 +00:29:36,700 --> 00:29:40,400 +These kinds of persons, we cannot hire them. Why? + +447 +00:29:40,500 --> 00:29:45,220 +Because remember, we need physical demand. If this + +448 +00:29:45,220 --> 00:29:48,480 +physical demand is not available in the body of + +449 +00:29:48,480 --> 00:29:52,580 +the candidate, then this person does not need to + +450 +00:29:52,580 --> 00:29:55,840 +have this job from us. We cannot depend on him. + +451 +00:29:56,780 --> 00:30:00,840 +And listen, in Gaza Strip, more than 90% of the + +452 +00:30:00,840 --> 00:30:02,520 +companies, especially in the private sector, they + +453 +00:30:02,520 --> 00:30:07,840 +are not subjecting candidates to any health + +454 +00:30:07,840 --> 00:30:12,300 +examination or physical examination. And this is a + +455 +00:30:12,300 --> 00:30:14,580 +very dangerous and completely wrong practice. + +456 +00:30:15,960 --> 00:30:18,860 +Somebody is going to say why? Because God knows + +457 +00:30:18,860 --> 00:30:20,920 +after I am going to hire this person, this person + +458 +00:30:20,920 --> 00:30:23,700 +might pass away in the next week or third week. + +459 +00:30:23,820 --> 00:30:26,060 +Then, what are you going to do with his family? + +460 +00:30:26,660 --> 00:30:29,060 +What are you going to do with his dependents? His + +461 +00:30:29,060 --> 00:30:30,880 +dependents are going to accuse the company that + +462 +00:30:30,880 --> 00:30:35,280 +you killed our person, you killed our bread + +463 +00:30:35,280 --> 00:30:42,000 +winner. Why? Because you didn't check his physical + +464 +00:30:42,000 --> 00:30:46,160 +stamina or health. Then, all the time remember, + +465 +00:30:46,760 --> 00:30:51,190 +this physical examination is compulsory. You + +466 +00:30:51,190 --> 00:30:55,230 +must advocate for it. But here, as we said in + +467 +00:30:55,230 --> 00:30:59,750 +Gaza, more than 90% of the companies are not + +468 +00:30:59,750 --> 00:31:05,230 +implementing these procedures. Okay? Go on. Let's + +469 +00:31:05,230 --> 00:31:07,030 +talk about the planning process now. Let's talk + +470 +00:31:07,030 --> 00:31:09,790 +about job qualification. And there is another name + +471 +00:31:09,790 --> 00:31:13,270 +which is job specification, as we said, job + +472 +00:31:13,270 --> 00:31:16,250 +specification talks about the person who is going + +473 +00:31:16,250 --> 00:31:19,130 +to do the job. And this person is consisting of a + +474 +00:31:19,130 --> 00:31:23,410 +character or personality, skills, experience, + +475 +00:31:23,830 --> 00:31:27,250 +knowledge and education. These things must be + +476 +00:31:27,250 --> 00:31:31,370 +okay. If they are not okay, this person will not + +477 +00:31:31,370 --> 00:31:36,730 +be able to do his job in an appropriate way. Now, we + +478 +00:31:36,730 --> 00:31:38,870 +are going to ask a final thing, which is the + +479 +00:31:38,870 --> 00:31:42,810 +following. Research in sales science, they are + +480 +00:31:42,810 --> 00:31:46,630 +asking, can we say that this character or these + +481 +00:31:46,630 --> 00:31:51,590 +personal traits, all these are personal traits, + +482 +00:31:53,050 --> 00:31:56,370 +are they linked with something called excellent + +483 +00:31:56,370 --> 00:31:59,390 +sales performance? + +484 +00:32:04,420 --> 00:32:08,300 +The research in sales science confirmed that + +485 +00:32:08,300 --> 00:32:12,120 +there is a positive relationship between the + +486 +00:32:12,120 --> 00:32:14,720 +personal traits of the salesperson along with + +487 +00:32:14,720 --> 00:32:19,040 +their excellent sales performance. In other words, + +488 +00:32:19,600 --> 00:32:23,380 +if certain personal traits are available in your + +489 +00:32:23,380 --> 00:32:26,220 +character, for sure this is going to be reflected + +490 +00:32:26,220 --> 00:32:30,980 +positively on your sales performance. But also, + +491 +00:32:31,460 --> 00:32:36,180 +the research added, this isn't enough. In other + +492 +00:32:36,180 --> 00:32:39,200 +words, this relationship is going to be more + +493 +00:32:39,200 --> 00:32:42,920 +significant, it is going to be stronger if it is + +494 +00:32:42,920 --> 00:32:45,240 +accompanied by something called management + +495 +00:32:45,240 --> 00:32:45,720 +skills. + +496 +00:32:50,020 --> 00:32:54,580 +Management skills include time management, problem + +497 +00:32:54,580 --> 00:32:58,560 +solving skills, communication, leadership skills + +498 +00:32:58,560 --> 00:33:03,710 +and so on. These skills could be used to train and + +499 +00:33:03,710 --> 00:33:07,770 +to educate and to sharpen the personal traits. + +500 +00:33:08,930 --> 00:33:11,910 +Clear? And this is the meaning of all this + +501 +00:33:11,910 --> 00:33:15,310 +information and data. Any questions? Any comments + +502 +00:33:15,310 --> 00:33:19,370 +about this? Let's give you an example from one of + +503 +00:33:19,370 --> 00:33:21,190 +the questions which you might encounter in the + +504 +00:33:21,190 --> 00:33:23,570 +final. Listen to this sentence and tell me if it + +505 +00:33:23,570 --> 00:33:28,950 +is correct or false. Now listen. In the selection + +506 +00:33:28,950 --> 00:33:35,870 +process, we are referring to, or we should study, we + +507 +00:33:35,870 --> 00:33:43,410 +should examine the person's education, experience, + +508 +00:33:46,110 --> 00:33:50,610 +personal traits while we are conducting job + +509 +00:33:50,610 --> 00:33:51,110 +analysis. + +510 +00:33:54,570 --> 00:33:57,570 +While we are conducting job analysis. True or + +511 +00:33:57,570 --> 00:34:01,290 +false? True, because this job specification is + +512 +00:34:01,290 --> 00:34:05,390 +separate from what? Job analysis, exactly. Another + +513 +00:34:05,390 --> 00:34:09,710 +question. Job + +514 +00:34:09,710 --> 00:34:16,670 +analysis refers to... sorry, job specification refers + +515 +00:34:16,670 --> 00:34:23,530 +to responsibilities, tasks, and duties of the + +516 +00:34:23,530 --> 00:34:29,700 +concerned job. False. Excellent. Excellent. Excellent. + +517 +00:34:30,960 --> 00:34:32,560 +Okay, any questions, any comments about today's + +518 +00:34:32,560 --> 00:34:36,220 +class? Any questions, any comments? See you next + +519 +00:34:36,220 --> 00:34:36,480 +time. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..ae2c7b65e95c6c7962eb36c6590bc35a5164b68f --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_postprocess.srt @@ -0,0 +1,2076 @@ +1 +00:00:20,860 --> 00:00:25,920 +Okay, good morning. Listen, chapter number seven, + +2 +00:00:26,080 --> 00:00:29,920 +it revolves around something called HR, human + +3 +00:00:29,920 --> 00:00:33,100 +resources. We are going to talk about the human + +4 +00:00:33,100 --> 00:00:36,860 +resources and the selection of the best sales + +5 +00:00:36,860 --> 00:00:39,840 +persons who are going to work with our own sales + +6 +00:00:39,840 --> 00:00:46,160 +organizations. Therefore, the title of chapter is + +7 +00:00:46,160 --> 00:00:48,360 +called recruiting and selection sales personnel. + +8 +00:00:49,430 --> 00:00:52,790 +Let's talk about this. The chapter is organized + +9 +00:00:52,790 --> 00:00:56,510 +through four stages. Stage number one as you can + +10 +00:00:56,510 --> 00:01:00,670 +see recruitment and selection planning. We will + +11 +00:01:00,670 --> 00:01:03,030 +talk about it in a very detailed way in today's + +12 +00:01:03,030 --> 00:01:08,040 +class. In the coming classes, we will review and + +13 +00:01:08,040 --> 00:01:11,080 +examine the rest of these three stages, beginning + +14 +00:01:11,080 --> 00:01:14,420 +from stage number two, recruit candidates, stage + +15 +00:01:14,420 --> 00:01:17,980 +number three, select prospects, where the word + +16 +00:01:17,980 --> 00:01:21,980 +prospect means best candidates to work as a + +17 +00:01:21,980 --> 00:01:25,250 +salesperson. best candidates to work as + +18 +00:01:25,250 --> 00:01:28,550 +salesperson. And finally, we are going to conclude + +19 +00:01:28,550 --> 00:01:31,270 +by something called validating the process of + +20 +00:01:31,270 --> 00:01:35,210 +recruitment and selection. So these are briefly + +21 +00:01:35,210 --> 00:01:40,490 +the four major processes which we will review in + +22 +00:01:40,490 --> 00:01:44,990 +chapter number seven. Let's begin. As you started + +23 +00:01:44,990 --> 00:01:51,430 +in the HR, do you think we can hire somebody or we + +24 +00:01:51,430 --> 00:01:55,130 +can Talk about employment without something called + +25 +00:01:55,130 --> 00:01:59,950 +planning? No. Why? Because planning, it looks like + +26 +00:01:59,950 --> 00:02:03,550 +the glasses which we are looking through. Without + +27 +00:02:03,550 --> 00:02:05,610 +planning, we are going to be like the blind driver + +28 +00:02:05,610 --> 00:02:09,390 +who is driving a car blindly. And what is going to + +29 +00:02:09,390 --> 00:02:11,870 +happen by then? An accident. An accident. The same + +30 +00:02:11,870 --> 00:02:15,310 +thing with companies and firms. Therefore, we + +31 +00:02:15,310 --> 00:02:17,890 +cannot talk about something called employment + +32 +00:02:17,890 --> 00:02:20,780 +process without something called planning. Now in + +33 +00:02:20,780 --> 00:02:23,340 +planning, we are going to talk about personnel + +34 +00:02:23,340 --> 00:02:28,720 +needs, company culture, job analysis, job + +35 +00:02:28,720 --> 00:02:31,920 +qualification. These job qualifications, sometimes + +36 +00:02:31,920 --> 00:02:34,880 +we call them job specifications. They are the + +37 +00:02:34,880 --> 00:02:41,080 +same. They are the same. Okay? And also we are + +38 +00:02:41,080 --> 00:02:43,080 +going to talk about the legality of job + +39 +00:02:43,080 --> 00:02:45,700 +qualification, which we mean job specifications. + +40 +00:02:46,040 --> 00:02:50,610 +They are simultaneous in the sales textbook. So + +41 +00:02:50,610 --> 00:02:53,090 +let's begin talking about the first thing, which + +42 +00:02:53,090 --> 00:02:58,290 +is planning process. Now listen, somebody is going + +43 +00:02:58,290 --> 00:03:01,750 +to say, whenever we are going to talk about the + +44 +00:03:01,750 --> 00:03:04,830 +planning process, are we talking about a process + +45 +00:03:04,830 --> 00:03:08,990 +which is going to be natural and it is going to be + +46 +00:03:08,990 --> 00:03:11,830 +free value? In other words, it will not be an + +47 +00:03:11,830 --> 00:03:15,270 +influence planning factor? Of course not. So we + +48 +00:03:15,270 --> 00:03:18,240 +are talking about various factors. which is going + +49 +00:03:18,240 --> 00:03:20,100 +to influence the recruiting and planning process. + +50 +00:03:20,840 --> 00:03:24,860 +Factors like what? For example, company culture, + +51 +00:03:27,120 --> 00:03:32,460 +company culture, the culture which includes + +52 +00:03:32,460 --> 00:03:37,420 +beliefs, attitudes, values, thoughts and so on. + +53 +00:03:38,040 --> 00:03:40,740 +All these things are going to influence what? The + +54 +00:03:40,740 --> 00:03:44,220 +process of recruitment and planning and selection. + +55 +00:03:45,060 --> 00:03:47,220 +Also, we are talking about the analysis of + +56 +00:03:47,220 --> 00:03:51,660 +personnel needs, which means if the analysis of + +57 +00:03:51,660 --> 00:03:54,820 +the personnel needs found that we do not need to + +58 +00:03:54,820 --> 00:03:58,320 +hire somebody, then we are not going to hire + +59 +00:03:58,320 --> 00:04:04,680 +anybody. But if the planning shows us or told us + +60 +00:04:04,680 --> 00:04:08,620 +we need some personnel, a new personnel, then we + +61 +00:04:08,620 --> 00:04:11,250 +are going to hire a new personnel. Also, we are + +62 +00:04:11,250 --> 00:04:13,430 +talking about job description with necessary job + +63 +00:04:13,430 --> 00:04:15,890 +qualification. All these are factors which + +64 +00:04:15,890 --> 00:04:20,150 +influence the planning process of recruitment. We + +65 +00:04:20,150 --> 00:04:22,230 +will talk about them in a very detailed way after + +66 +00:04:22,230 --> 00:04:25,570 +a while. So, proper planning will help ensure the + +67 +00:04:25,570 --> 00:04:28,330 +success of the recruiting process and provide more + +68 +00:04:28,330 --> 00:04:34,030 +time for locating the best candidates. Now listen, + +69 +00:04:35,090 --> 00:04:41,100 +let's begin. We are going to begin talking about + +70 +00:04:41,100 --> 00:04:46,120 +factor number one which is personnel needs. All + +71 +00:04:46,120 --> 00:04:49,640 +the time remember we are going to need to hire a + +72 +00:04:49,640 --> 00:04:52,420 +new personnel under various circumstances. + +73 +00:04:54,060 --> 00:04:57,100 +Circumstance number one if we are going to have + +74 +00:04:57,100 --> 00:05:01,020 +goal which is called growth targets. Let's give + +75 +00:05:01,020 --> 00:05:04,560 +example. Imagine you are going to be a seller or a + +76 +00:05:04,560 --> 00:05:08,580 +businesswoman who is having a branch in Gaza. If + +77 +00:05:08,580 --> 00:05:11,540 +you decided after two or three years that you have + +78 +00:05:11,540 --> 00:05:14,800 +enough profit to initiate another branch in the + +79 +00:05:14,800 --> 00:05:16,980 +middle market or in the southern market or in + +80 +00:05:16,980 --> 00:05:21,060 +another market, then is this a policy of growth? + +81 +00:05:21,240 --> 00:05:24,340 +Yes. Does it need further and new staff members? + +82 +00:05:24,580 --> 00:05:29,380 +Yes. Then we can say that growth target, sales + +83 +00:05:29,380 --> 00:05:32,040 +growth target is considered to be a factor which + +84 +00:05:32,040 --> 00:05:36,470 +is influencing the recruitment process. Factor + +85 +00:05:36,470 --> 00:05:40,590 +number two, distribution strategies. If your + +86 +00:05:40,590 --> 00:05:43,510 +company is going to adopt new policies, new paths, + +87 +00:05:43,650 --> 00:05:49,010 +new ways of distribution, then we need to hire and + +88 +00:05:49,010 --> 00:05:53,190 +to depend on a new and extra personnel. So because + +89 +00:05:53,190 --> 00:05:56,130 +of this we are saying distribution strategies is + +90 +00:05:56,130 --> 00:05:59,450 +another factor which is influencing the + +91 +00:05:59,450 --> 00:06:02,860 +recruitment process. And the same thing changes in + +92 +00:06:02,860 --> 00:06:05,600 +the sales force organization and finally sales + +93 +00:06:05,600 --> 00:06:08,340 +force turnover. All these things they are + +94 +00:06:08,340 --> 00:06:11,300 +influencing the recruitment process. We will talk + +95 +00:06:11,300 --> 00:06:13,400 +about turnover in a very detailed way after a + +96 +00:06:13,400 --> 00:06:16,980 +while. Now, understanding the reasons for the + +97 +00:06:16,980 --> 00:06:19,700 +sales person turnover is an important factor in + +98 +00:06:19,700 --> 00:06:22,980 +assessing personnel needs. Now let's define what + +99 +00:06:22,980 --> 00:06:26,630 +is the meaning of turnover. What does it mean + +100 +00:06:26,630 --> 00:06:29,930 +turnover? It's the percentage of sales people that + +101 +00:06:29,930 --> 00:06:33,110 +leave the work every year and it equals the people + +102 +00:06:33,110 --> 00:06:35,270 +that leave divided by the total number of sales. + +103 +00:06:35,290 --> 00:06:38,810 +Excellent. Excellent. What's the meaning of job + +104 +00:06:38,810 --> 00:06:44,110 +rotation? Job rotation. So we are talking about + +105 +00:06:44,110 --> 00:06:49,770 +job turnover and we are talking about job + +106 +00:06:49,770 --> 00:06:51,150 +rotation. + +107 +00:06:54,680 --> 00:06:58,240 +Job rotation means that we select another sales + +108 +00:06:58,240 --> 00:07:01,000 +people to substitute his work and work another job + +109 +00:07:01,000 --> 00:07:04,200 +in the same company. He will take the job of + +110 +00:07:04,200 --> 00:07:06,380 +another sales person or another member in the + +111 +00:07:06,380 --> 00:07:10,680 +organization. Very, very, very good. So turnover, + +112 +00:07:11,400 --> 00:07:14,280 +this is something harmful. We say it is negative. + +113 +00:07:16,080 --> 00:07:18,480 +But job rotation is positive. + +114 +00:07:20,980 --> 00:07:25,020 +turnover means in Arabic معدل الدوران في العمل job + +115 +00:07:25,020 --> 00:07:29,960 +rotation means in Arabic التدوير الوظيفة now the + +116 +00:07:29,960 --> 00:07:33,780 +turnover means as Hanin said we are going to talk + +117 +00:07:33,780 --> 00:07:36,260 +about the total number of employees who are going + +118 +00:07:36,260 --> 00:07:40,980 +to leave us leave our company why? for various + +119 +00:07:40,980 --> 00:07:45,060 +reasons either retirement either finding a better + +120 +00:07:45,060 --> 00:07:51,700 +job either accident health reasons and so on This + +121 +00:07:51,700 --> 00:07:54,880 +rate of turnover, this rate of separated personnel + +122 +00:07:54,880 --> 00:07:59,680 +from our company is something harmful, is + +123 +00:07:59,680 --> 00:08:03,800 +something damaging. Why is it damaging? Simply + +124 +00:08:03,800 --> 00:08:07,780 +because we are going to lose experienced staff + +125 +00:08:07,780 --> 00:08:12,180 +members and we are going to pay extra time, extra + +126 +00:08:12,180 --> 00:08:14,720 +effort and extra money to replace them or + +127 +00:08:14,720 --> 00:08:19,390 +substitute them. God knows after this investment, + +128 +00:08:19,890 --> 00:08:22,570 +this new replacement might not be good enough, + +129 +00:08:23,030 --> 00:08:27,050 +like the previous one who left us. In addition, + +130 +00:08:27,950 --> 00:08:31,410 +this experienced staff members who left us, they + +131 +00:08:31,410 --> 00:08:35,210 +are going to use our experiences, our strategies + +132 +00:08:35,210 --> 00:08:40,910 +with our own competitors. In addition, the very + +133 +00:08:40,910 --> 00:08:44,370 +high rate of turnover is reflecting the fact that + +134 +00:08:44,370 --> 00:08:50,870 +our company is lacking stability. So all these + +135 +00:08:50,870 --> 00:08:55,170 +things are showing to us that the high rate of + +136 +00:08:55,170 --> 00:08:59,990 +turnover is something harmful and passive, in + +137 +00:08:59,990 --> 00:09:04,590 +contrast with job rotation. As Hanin said, in job + +138 +00:09:04,590 --> 00:09:09,350 +rotation, We are going as internal employees, we + +139 +00:09:09,350 --> 00:09:11,950 +are going to substitute and diversify our + +140 +00:09:11,950 --> 00:09:15,730 +experiences. How? If a man is working as an + +141 +00:09:15,730 --> 00:09:18,590 +accountant, we are going to give her extra + +142 +00:09:18,590 --> 00:09:22,270 +training for about one month training to work as a + +143 +00:09:22,270 --> 00:09:25,710 +salesperson. If Hanin is a salesperson, we are + +144 +00:09:25,710 --> 00:09:28,810 +going to give her the same period of time to + +145 +00:09:28,810 --> 00:09:32,630 +diversify and experiment new tasks related to + +146 +00:09:32,630 --> 00:09:38,160 +accounting and so on. The job rotation is good + +147 +00:09:38,160 --> 00:09:42,420 +because if somebody got absent from his or her + +148 +00:09:42,420 --> 00:09:46,080 +work for one reason or another, this means the + +149 +00:09:46,080 --> 00:09:52,640 +work will not be crumbled. Work will go on. Why? + +150 +00:09:53,120 --> 00:09:56,900 +Because we can find a good internal employee who + +151 +00:09:56,900 --> 00:10:01,400 +is already used to master the work and the tasks + +152 +00:10:01,400 --> 00:10:03,460 +and the responsibilities of this absent employee. + +153 +00:10:04,380 --> 00:10:08,360 +of this absenteeism. Because of this we are saying + +154 +00:10:08,360 --> 00:10:11,320 +job retention is positive other times while + +155 +00:10:11,320 --> 00:10:17,060 +turnover is passive, negative, gone. So turnover + +156 +00:10:17,060 --> 00:10:21,060 +means a rate at which salesperson leave jobs. Or + +157 +00:10:21,060 --> 00:10:24,220 +this leaving might be attributed to various + +158 +00:10:24,220 --> 00:10:28,320 +reasons as we said death, retirement, sickness, + +159 +00:10:28,680 --> 00:10:31,600 +finding a better job and so on. Which is + +160 +00:10:31,600 --> 00:10:36,180 +calculated which is calculated using the following + +161 +00:10:36,180 --> 00:10:38,940 +formula. The formula is saying turnover rate + +162 +00:10:38,940 --> 00:10:44,660 +equals separation per year divided by the average + +163 +00:10:44,660 --> 00:10:49,920 +size of Salesforce. Let's give example. So if 30 + +164 +00:10:49,920 --> 00:10:52,800 +people leave each year and the size of Salesforce + +165 +00:10:52,800 --> 00:10:57,080 +in our company is about 150, then the rate of the + +166 +00:10:57,080 --> 00:11:01,020 +turnover is going to be 30 divided by 150 and the + +167 +00:11:01,020 --> 00:11:05,150 +answer is going to be 20%. Now the science of the + +168 +00:11:05,150 --> 00:11:08,250 +Acharya is saying to calculate the percentage + +169 +00:11:08,250 --> 00:11:13,170 +isn't important more than finding what are the + +170 +00:11:13,170 --> 00:11:16,890 +truths and the findings behind the number. Because + +171 +00:11:16,890 --> 00:11:19,430 +of this we are saying the number is nothing as a + +172 +00:11:19,430 --> 00:11:23,930 +number. What is important? To interpret this + +173 +00:11:23,930 --> 00:11:27,950 +number. To understand one simple thing which is + +174 +00:11:27,950 --> 00:11:34,160 +why people are leaving us. Why these employees are + +175 +00:11:34,160 --> 00:11:39,660 +leaving us? What are the reasons behind that? So + +176 +00:11:39,660 --> 00:11:44,520 +as HR officer, you are charged of identifying the + +177 +00:11:44,520 --> 00:11:47,940 +major reasons which are encouraging or motivating + +178 +00:11:47,940 --> 00:11:53,260 +employees to leave our own organization. Okay? + +179 +00:11:54,040 --> 00:11:59,600 +Move on. Listen here. If you are going to ask this + +180 +00:11:59,600 --> 00:12:05,510 +following question, Can any organization remain or + +181 +00:12:05,510 --> 00:12:11,030 +keep turnover rate at zero? Of course not. In + +182 +00:12:11,030 --> 00:12:15,230 +other words, turnover is something natural and it + +183 +00:12:15,230 --> 00:12:18,230 +is going to happen in any organization regardless + +184 +00:12:18,230 --> 00:12:23,670 +of its history, background, nationality, wealth, + +185 +00:12:24,390 --> 00:12:29,930 +resources, etc. But where is the challenge? The + +186 +00:12:29,930 --> 00:12:33,170 +challenge is to keep the level or the rate of + +187 +00:12:33,170 --> 00:12:37,210 +turnover to be minimal as much as we can. This is + +188 +00:12:37,210 --> 00:12:42,710 +our own challenge. To keep it minimal. Okay? Now + +189 +00:12:42,710 --> 00:12:46,610 +go on. This is statistics which were collected + +190 +00:12:46,610 --> 00:12:51,070 +about some of the American firms in 2006. These + +191 +00:12:51,070 --> 00:12:54,390 +firms were divided into three sectors, consumer, + +192 +00:12:54,630 --> 00:12:58,770 +industrial and services. If you are going to look + +193 +00:12:58,770 --> 00:13:01,090 +at the percentage or the rate of turnover + +194 +00:13:01,090 --> 00:13:04,910 +regarding these three sectors of firms, you are + +195 +00:13:04,910 --> 00:13:08,450 +going to find that the biggest one is about 60-60% + +196 +00:13:08,450 --> 00:13:13,610 +turnover which is facing services firms or service + +197 +00:13:13,610 --> 00:13:17,550 +firms. This is considered to be the biggest + +198 +00:13:17,550 --> 00:13:23,510 +percentage of turnover in service. Now the + +199 +00:13:23,510 --> 00:13:26,810 +question is why? If you are going to tell me why, + +200 +00:13:26,910 --> 00:13:30,430 +I'm going to give you two points bonus. Because in + +201 +00:13:30,430 --> 00:13:32,130 +the service sector we can notice that there is + +202 +00:13:32,130 --> 00:13:34,170 +information technology and there is new + +203 +00:13:34,170 --> 00:13:38,090 +telecommunication because that for each year there + +204 +00:13:38,090 --> 00:13:41,370 +is new things, there is new inventions so that new + +205 +00:13:41,370 --> 00:13:43,430 +companies will be established, new jobs will be + +206 +00:13:43,430 --> 00:13:48,990 +created so that people will leave us and turnover + +207 +00:13:48,990 --> 00:13:52,950 +rate will increase. This is one reason. Another + +208 +00:13:52,950 --> 00:13:53,290 +reason. + +209 +00:13:59,900 --> 00:14:02,940 +If there is telecommunication technology, you have + +210 +00:14:02,940 --> 00:14:06,140 +said that people will leave us and also + +211 +00:14:08,640 --> 00:14:12,600 +One point, another reason Sam? Because in services + +212 +00:14:12,600 --> 00:14:17,700 +we perform our services for human being customers + +213 +00:14:17,700 --> 00:14:24,780 +and their human beings have complex needs and we + +214 +00:14:24,780 --> 00:14:31,480 +must be changeable in their needs and we need some + +215 +00:14:31,480 --> 00:14:34,980 +salesperson to know how to deal with them with + +216 +00:14:34,980 --> 00:14:40,130 +them customers and sometimes we So Siham, you are + +217 +00:14:40,130 --> 00:14:42,990 +paraphrasing what Hanin said. You are right. Both + +218 +00:14:42,990 --> 00:14:46,790 +of you are right. Whenever we are going to talk + +219 +00:14:46,790 --> 00:14:49,370 +about service, as Hanin and Siham said, the + +220 +00:14:49,370 --> 00:14:52,670 +backbone or the background of this service sector + +221 +00:14:52,670 --> 00:14:56,490 +is founded on information technology. This + +222 +00:14:56,490 --> 00:14:59,490 +information technology is updating and upgrading + +223 +00:14:59,490 --> 00:15:03,790 +continuously, very quickly. So this quick change + +224 +00:15:03,790 --> 00:15:06,670 +in the nature of the service work is going to be + +225 +00:15:06,670 --> 00:15:09,830 +one of the reasons for The high rate of turnover. + +226 +00:15:10,810 --> 00:15:13,570 +But this is not the whole story. The story has + +227 +00:15:13,570 --> 00:15:15,570 +another part which is skills and experience. + +228 +00:15:16,210 --> 00:15:19,330 +Skills and experience is related to the knowledge. + +229 +00:15:19,470 --> 00:15:21,930 +That's it. So it is related to the first reason + +230 +00:15:21,930 --> 00:15:24,030 +which we explained. We do not want to repeat + +231 +00:15:24,030 --> 00:15:25,970 +ourselves all the time. Another reason. + +232 +00:15:26,130 --> 00:15:29,830 +Intangible. Service is intangible. So we cannot + +233 +00:15:29,830 --> 00:15:33,950 +lose the sales volume which they put on the + +234 +00:15:33,950 --> 00:15:38,650 +products. Okay, you're weird, but this is the + +235 +00:15:38,650 --> 00:15:45,170 +point. Listen, listen, as we said till 17th + +236 +00:15:45,170 --> 00:15:50,170 +century, the whole economies all over the world, + +237 +00:15:50,270 --> 00:15:52,310 +they were founded on one word, which is + +238 +00:15:52,310 --> 00:15:53,110 +agriculture. + +239 +00:15:55,710 --> 00:15:59,210 +Which means till 17th century, any country can be + +240 +00:15:59,210 --> 00:16:04,640 +named to be a rich or a poor country if their own + +241 +00:16:04,640 --> 00:16:07,320 +individuals can grow the land and feed their own + +242 +00:16:07,320 --> 00:16:10,800 +people. So if they have agriculture, we will say + +243 +00:16:10,800 --> 00:16:14,120 +directly their economy is strong. If they do not + +244 +00:16:14,120 --> 00:16:16,420 +have agriculture capacity, we will say their + +245 +00:16:16,420 --> 00:16:21,680 +economy is poor and bad. This fact remained till + +246 +00:16:21,680 --> 00:16:24,580 +17th century, where we began talking about the + +247 +00:16:24,580 --> 00:16:29,900 +creation of engine, steam engine. Then we began a + +248 +00:16:29,900 --> 00:16:32,640 +new age, which is the age of industrialization. + +249 +00:16:33,530 --> 00:16:35,530 +So, at the age of industrialization, + +250 +00:16:39,230 --> 00:16:42,750 +all communities began to depend on + +251 +00:16:42,750 --> 00:16:46,430 +industrialization. And now, any economy in any + +252 +00:16:46,430 --> 00:16:49,450 +country can be named to be Songurbur if this + +253 +00:16:49,450 --> 00:16:53,050 +economy is industrialized or not. This fact + +254 +00:16:53,050 --> 00:16:58,390 +remained till 1950. In 1950, the situation began + +255 +00:16:58,390 --> 00:17:01,500 +to change also. We began talking about two things. + +256 +00:17:01,600 --> 00:17:06,740 +First, computer invention and second, we began + +257 +00:17:06,740 --> 00:17:11,260 +talking about internet. These two things led to + +258 +00:17:11,260 --> 00:17:12,620 +something called service. + +259 +00:17:15,040 --> 00:17:19,420 +Now services is considered to be the biggest size, + +260 +00:17:19,560 --> 00:17:21,960 +the biggest volume in any economy in any country. + +261 +00:17:23,320 --> 00:17:27,230 +In other words, If a national economy, regardless + +262 +00:17:27,230 --> 00:17:30,430 +of its country, has a big component of something + +263 +00:17:30,430 --> 00:17:33,930 +called share of the sector, then for sure their + +264 +00:17:33,930 --> 00:17:38,170 +economy is going to be prosperous and strong. And + +265 +00:17:38,170 --> 00:17:41,970 +the opposite is true. Let's give example. Let's + +266 +00:17:41,970 --> 00:17:43,870 +look at the economy of the United Arab Emirates. + +267 +00:17:44,650 --> 00:17:48,860 +In United Arab Emirates, This country, somebody + +268 +00:17:48,860 --> 00:17:52,080 +might say they are dependent or heavily dependent + +269 +00:17:52,080 --> 00:17:57,940 +on petroleum. You are mistaken. Petroleum industry + +270 +00:17:57,940 --> 00:18:03,040 +is having a very limited space within the Emirati + +271 +00:18:03,040 --> 00:18:07,340 +economy. The biggest component of their economy is + +272 +00:18:07,340 --> 00:18:13,160 +founded on service. Let's give examples. All the + +273 +00:18:13,160 --> 00:18:15,500 +goods and the products which is going to invade + +274 +00:18:15,500 --> 00:18:18,120 +and enter Gulf markets they must pass through + +275 +00:18:18,120 --> 00:18:23,260 +United Arab Emirates ports. So United Arab + +276 +00:18:23,260 --> 00:18:27,660 +Emirates it is a centralized area where they are + +277 +00:18:27,660 --> 00:18:30,860 +going to collect and then redistribute the whole + +278 +00:18:30,860 --> 00:18:34,160 +goods and the products to the Gulf area. Is this + +279 +00:18:34,160 --> 00:18:37,040 +service activity? It is service activity. But why? + +280 +00:18:37,560 --> 00:18:40,420 +We are talking about shipment work. We are talking + +281 +00:18:40,420 --> 00:18:43,280 +about export work. We are talking about import + +282 +00:18:43,280 --> 00:18:47,920 +work. In addition, even though this country is + +283 +00:18:47,920 --> 00:18:50,860 +considered to be a desert country, but also it is + +284 +00:18:50,860 --> 00:18:53,800 +heavily dependent on something called tourism. But + +285 +00:18:53,800 --> 00:18:57,340 +tourism, is it a service? It's a service and so + +286 +00:18:57,340 --> 00:19:02,510 +on. Nowadays, service began occupying the biggest + +287 +00:19:02,510 --> 00:19:07,450 +component within national economies. So if the + +288 +00:19:07,450 --> 00:19:09,550 +service sector is the biggest, for sure the + +289 +00:19:09,550 --> 00:19:11,930 +turnover rate is going to be the biggest as well. + +290 +00:19:14,770 --> 00:19:19,490 +These are the two major reasons for why the + +291 +00:19:19,490 --> 00:19:22,590 +service sector is suffering from a high rate of + +292 +00:19:22,590 --> 00:19:22,870 +turnover. + +293 +00:19:25,670 --> 00:19:28,630 +The first one according to the information + +294 +00:19:28,630 --> 00:19:31,110 +technology and the second because the service + +295 +00:19:31,110 --> 00:19:35,650 +sector is the biggest component within national + +296 +00:19:35,650 --> 00:19:40,530 +economies. Everything depends on service. Not + +297 +00:19:40,530 --> 00:19:48,170 +everything. Economy has different phases. phase + +298 +00:19:48,170 --> 00:19:50,750 +which is called industrialization, phase which is + +299 +00:19:50,750 --> 00:19:53,270 +called agriculture and phase which is called + +300 +00:19:53,270 --> 00:19:57,190 +service. Service now under this technological era + +301 +00:19:57,190 --> 00:20:00,830 +is considered to be the biggest out of these three + +302 +00:20:00,830 --> 00:20:03,710 +components which are forming any national economy, + +303 +00:20:04,150 --> 00:20:09,330 +which are forming any national economy. Clear? Any + +304 +00:20:09,330 --> 00:20:13,370 +question or comments about this? Move on. Look at + +305 +00:20:13,370 --> 00:20:15,290 +these statistics. What can you see here? + +306 +00:20:18,960 --> 00:20:21,640 +What can you see here from these statistics? + +307 +00:20:26,900 --> 00:20:29,360 +You are going to find that the highest turnover + +308 +00:20:29,360 --> 00:20:33,940 +were the retail industry. And what is the lowest? + +309 +00:20:35,900 --> 00:20:39,920 +Banking. These are statistics which were collected + +310 +00:20:39,920 --> 00:20:44,720 +from American companies in 2006. So the retailers, + +311 +00:20:44,980 --> 00:20:48,580 +they are suffering from the highest rate of + +312 +00:20:48,580 --> 00:20:53,300 +turnover. Let's go now. We finished from something + +313 +00:20:53,300 --> 00:20:56,960 +called personnel needs. The second factor which is + +314 +00:20:56,960 --> 00:21:00,400 +influencing the process of planning is company + +315 +00:21:00,400 --> 00:21:03,840 +culture. Look at here. We defined culture before a + +316 +00:21:03,840 --> 00:21:08,000 +while. What did we say? Values, norms, attitudes, + +317 +00:21:08,380 --> 00:21:12,630 +beliefs and so on. Listen here. How the culture or + +318 +00:21:12,630 --> 00:21:15,690 +how the company culture is going to influence our + +319 +00:21:15,690 --> 00:21:18,770 +planning process regarding recruitment. Look at + +320 +00:21:18,770 --> 00:21:22,150 +this. We will talk about two scenarios. Scenario + +321 +00:21:22,150 --> 00:21:26,490 +number one, which is saying the following. We as a + +322 +00:21:26,490 --> 00:21:28,670 +management of the firm or the company, we believe + +323 +00:21:28,670 --> 00:21:32,090 +that human resources are the wealthiest and the + +324 +00:21:32,090 --> 00:21:36,270 +most important assets. Therefore, we will continue + +325 +00:21:36,270 --> 00:21:40,360 +attracting and retaining our staff members. This + +326 +00:21:40,360 --> 00:21:44,780 +is our culture, this is our belief. So if one of + +327 +00:21:44,780 --> 00:21:47,320 +the employees is going to apply for resignation, + +328 +00:21:48,300 --> 00:21:50,640 +the management is going to hurry after him or her + +329 +00:21:50,640 --> 00:21:54,780 +and they will tell them, why you are leaving us? + +330 +00:21:56,040 --> 00:21:58,660 +The response might be for example, you know I + +331 +00:21:58,660 --> 00:22:01,880 +found a better job. Then the manager or the + +332 +00:22:01,880 --> 00:22:05,040 +management is going to tell him or her, what was + +333 +00:22:05,040 --> 00:22:08,960 +the increase of the salary or the offer? The + +334 +00:22:08,960 --> 00:22:12,420 +resigned employee might say, 10% increase or 5% + +335 +00:22:12,420 --> 00:22:14,960 +increase. Then the management will say directly, + +336 +00:22:15,400 --> 00:22:18,840 +we will give you 7% increase, but please remain + +337 +00:22:18,840 --> 00:22:22,820 +with us. Why the manager is speaking in this way? + +338 +00:22:23,320 --> 00:22:25,260 +Because this is the culture which we believe in. + +339 +00:22:25,940 --> 00:22:30,000 +This is one scenario. Another scenario, the + +340 +00:22:30,000 --> 00:22:32,580 +management is going to say, if you are going to + +341 +00:22:32,580 --> 00:22:35,340 +leave us, that's fine, our door is open for you. + +342 +00:22:36,650 --> 00:22:39,350 +To hell, we do not care. We can replace you + +343 +00:22:39,350 --> 00:22:43,790 +directly. Why here we are talking about another + +344 +00:22:43,790 --> 00:22:48,410 +kind of culture, another kind of response? Because + +345 +00:22:48,410 --> 00:22:51,330 +this is the thing which we believe in. Because of + +346 +00:22:51,330 --> 00:22:54,790 +this, we are saying company culture does influence + +347 +00:22:54,790 --> 00:23:01,470 +the planning process of recruitment. Clear? Go on. + +348 +00:23:02,670 --> 00:23:05,230 +A third thing which is called job analysis. Listen + +349 +00:23:05,230 --> 00:23:05,590 +here. + +350 +00:23:12,120 --> 00:23:17,040 +Now, I think you studied this in the HR. In the + +351 +00:23:17,040 --> 00:23:21,340 +planning process, all the time remember, if you + +352 +00:23:21,340 --> 00:23:23,260 +would like to initiate a planning process for + +353 +00:23:23,260 --> 00:23:26,640 +recruitment, we cannot do that without something + +354 +00:23:26,640 --> 00:23:27,900 +called job analysis. + +355 +00:23:31,560 --> 00:23:33,760 +Now, the job analysis, it looks like the mother. + +356 +00:23:34,440 --> 00:23:37,220 +With this mother, it does have two daughters. + +357 +00:23:37,990 --> 00:23:40,470 +Daughter number one, we called it job description. + +358 +00:23:42,410 --> 00:23:45,650 +Exactly. My second daughter, whose name is job + +359 +00:23:45,650 --> 00:23:47,270 +specification. + +360 +00:23:49,550 --> 00:23:52,170 +And in this book, sometimes they are saying job + +361 +00:23:52,170 --> 00:23:53,230 +qualification. + +362 +00:23:58,050 --> 00:24:03,070 +Now listen, in the job description, we are + +363 +00:24:03,070 --> 00:24:05,550 +referring to various things related to job, + +364 +00:24:05,630 --> 00:24:09,820 +including tasks, Responsibilities? + +365 +00:24:13,740 --> 00:24:15,060 +Duties? + +366 +00:24:18,300 --> 00:24:19,340 +Reported relationship? + +367 +00:24:24,140 --> 00:24:30,460 +Listen, anything related to job. Anything related + +368 +00:24:30,460 --> 00:24:36,710 +to job. This is what? These are the things which + +369 +00:24:36,710 --> 00:24:41,390 +we should examine under job description. And job + +370 +00:24:41,390 --> 00:24:44,230 +qualification or specification, we are talking + +371 +00:24:44,230 --> 00:24:49,750 +about this thing. Exactly. We are talking about + +372 +00:24:49,750 --> 00:24:53,250 +the employee himself or herself. This employee + +373 +00:24:53,250 --> 00:25:00,750 +including his character, skills, experience, + +374 +00:25:01,390 --> 00:25:01,790 +knowledge, + +375 +00:25:12,500 --> 00:25:15,320 +Education. All these things are related to the + +376 +00:25:15,320 --> 00:25:18,840 +employee which is focused or coming from job + +377 +00:25:18,840 --> 00:25:24,060 +specification or job qualification. Now, we as HR, + +378 +00:25:24,640 --> 00:25:28,540 +we cannot do a job analysis without doing these + +379 +00:25:28,540 --> 00:25:32,520 +two things. A job description along with job + +380 +00:25:32,520 --> 00:25:35,240 +specification. If we are going to mix the two, + +381 +00:25:35,340 --> 00:25:39,280 +then the outcome is going to be job analysis. the + +382 +00:25:39,280 --> 00:25:44,060 +outcome is going to be job analysis now listen how + +383 +00:25:44,060 --> 00:25:47,480 +we are making the job description we are making + +384 +00:25:47,480 --> 00:25:49,920 +job description through two ways number one + +385 +00:25:49,920 --> 00:25:57,360 +interviews and number two questionnaires and let's + +386 +00:25:57,360 --> 00:26:01,260 +talk about one interview and questionnaire and + +387 +00:26:01,260 --> 00:26:08,200 +let's talk about them interview means If a man is + +388 +00:26:08,200 --> 00:26:12,300 +working as a salesperson, I'm going to bring a + +389 +00:26:12,300 --> 00:26:14,160 +series of questions where I'm going to interview + +390 +00:26:14,160 --> 00:26:18,320 +her. I'm going to ask her the first question, what + +391 +00:26:18,320 --> 00:26:19,840 +are the major responsibilities which you are + +392 +00:26:19,840 --> 00:26:23,920 +performing? Second, what are the major tasks which + +393 +00:26:23,920 --> 00:26:27,460 +you are responsible for? Third, what do you think + +394 +00:26:27,460 --> 00:26:30,900 +the best skills which must be available in the + +395 +00:26:30,900 --> 00:26:35,340 +outperformed salesperson? and so on. Her answers + +396 +00:26:35,340 --> 00:26:37,400 +are going to be the database by which I am going + +397 +00:26:37,400 --> 00:26:41,320 +to make the job description. Sometimes I'm not + +398 +00:26:41,320 --> 00:26:43,500 +going to adopt on the interview approach but on + +399 +00:26:43,500 --> 00:26:46,580 +the questionnaire approach. How? Imagine all of + +400 +00:26:46,580 --> 00:26:49,980 +you are salesperson then I'm going to tell you + +401 +00:26:49,980 --> 00:26:52,420 +this is a questionnaire where I'm asking you + +402 +00:26:52,420 --> 00:26:55,080 +kindly to fill the questionnaires within 15 + +403 +00:26:55,080 --> 00:26:57,720 +minutes or 20 minutes. After you are done I'm + +404 +00:26:57,720 --> 00:27:00,780 +going to recollect the early questionnaires and + +405 +00:27:00,780 --> 00:27:02,980 +I'm going to analyze the data which I got through + +406 +00:27:02,980 --> 00:27:05,500 +the questionnaires. According to this data I'm + +407 +00:27:05,500 --> 00:27:09,750 +going to make my job description. These are + +408 +00:27:09,750 --> 00:27:12,830 +traditional approaches. Nowadays, if the book + +409 +00:27:12,830 --> 00:27:16,030 +didn't or the book doesn't talk about it, we now + +410 +00:27:16,030 --> 00:27:17,850 +began talking about e-approaches. + +411 +00:27:21,130 --> 00:27:24,830 +With e-approaches, they are saying any title of + +412 +00:27:24,830 --> 00:27:29,230 +any job, just go to this suitable database and + +413 +00:27:29,230 --> 00:27:32,190 +look at the research engine and type down the name + +414 +00:27:32,190 --> 00:27:35,830 +of the title of the job. And press enter, you are + +415 +00:27:35,830 --> 00:27:38,890 +going to find complete job analysis in less than + +416 +00:27:38,890 --> 00:27:43,810 +one second. In less than one second. Regardless of + +417 +00:27:43,810 --> 00:27:47,430 +the title of any job. And this is available here. + +418 +00:27:48,670 --> 00:27:53,010 +Who took the course of that child? You didn't take + +419 +00:27:53,010 --> 00:28:01,590 +the child course? Not yet? Who took it? That's + +420 +00:28:01,590 --> 00:28:07,110 +fine. Okay. Now listen, so these are briefly the + +421 +00:28:07,110 --> 00:28:10,870 +meaning of what the job analysis. So all these + +422 +00:28:10,870 --> 00:28:13,890 +things which are written in front of you, it means + +423 +00:28:13,890 --> 00:28:16,830 +the things which we talked about. Now let's go on. + +424 +00:28:17,550 --> 00:28:20,090 +So the job description, why it is beneficiary? + +425 +00:28:20,630 --> 00:28:22,530 +Because it is going to give us full information + +426 +00:28:22,530 --> 00:28:26,970 +about six things, which are number one, to whom + +427 +00:28:26,970 --> 00:28:29,230 +the salesperson reports. In other words, who is + +428 +00:28:29,230 --> 00:28:33,810 +his supervisor or her supervisor. Second, how the + +429 +00:28:33,810 --> 00:28:37,370 +salesperson interacts with other staff. Third, the + +430 +00:28:37,370 --> 00:28:39,630 +customer to be called on by the salesperson. + +431 +00:28:40,070 --> 00:28:42,370 +Fourth, the specific tasks to be carried out. + +432 +00:28:42,890 --> 00:28:45,470 +Fifth, the mental and physical demands of the job. + +433 +00:28:45,890 --> 00:28:48,450 +And finally, the types of the product to be sold. + +434 +00:28:48,930 --> 00:28:51,490 +Let's talk about one of them. Let's talk about + +435 +00:28:51,490 --> 00:28:58,770 +this thing. Now listen, you as HR manager all the + +436 +00:28:58,770 --> 00:29:03,130 +time remember, We cannot hire somebody if his + +437 +00:29:03,130 --> 00:29:07,150 +physical stamina, if his physical strength is + +438 +00:29:07,150 --> 00:29:10,130 +poor. We cannot hire somebody who is suffering + +439 +00:29:10,130 --> 00:29:13,270 +from kidney failure. For example, we cannot hire + +440 +00:29:13,270 --> 00:29:16,530 +somebody who is suffering from heart failure. We + +441 +00:29:16,530 --> 00:29:19,530 +cannot hire somebody from uncontrollable diabetes. + +442 +00:29:20,150 --> 00:29:21,450 +What is the meaning of uncontrollable diabetes? + +443 +00:29:22,750 --> 00:29:25,650 +Sugar that is not controlled by him. Because this + +444 +00:29:25,650 --> 00:29:28,870 +might lead to the faintness of a person. What is + +445 +00:29:28,870 --> 00:29:29,430 +the meaning of faintness? + +446 +00:29:36,700 --> 00:29:40,400 +These kinds of persons, we cannot hire them. Why? + +447 +00:29:40,500 --> 00:29:45,220 +Because remember, we need physical demand. If this + +448 +00:29:45,220 --> 00:29:48,480 +physical demand is not available in the body of + +449 +00:29:48,480 --> 00:29:52,580 +the candidate, then this person does not need to + +450 +00:29:52,580 --> 00:29:55,840 +have this job from us. We cannot depend on him. + +451 +00:29:56,780 --> 00:30:00,840 +And listen, in Gaza Strip, more than 90% of the + +452 +00:30:00,840 --> 00:30:02,520 +companies, especially in the private sector, they + +453 +00:30:02,520 --> 00:30:07,840 +are not subjecting candidates to any health + +454 +00:30:07,840 --> 00:30:12,300 +examination or physical examination. And this is a + +455 +00:30:12,300 --> 00:30:14,580 +very dangerous and complete wrong practices. + +456 +00:30:15,960 --> 00:30:18,860 +Somebody is going to say why? Because God knows + +457 +00:30:18,860 --> 00:30:20,920 +after I'm going to hire this person, this person + +458 +00:30:20,920 --> 00:30:23,700 +might pass away. in the next week or third week. + +459 +00:30:23,820 --> 00:30:26,060 +Then, what are you going to do with his family? + +460 +00:30:26,660 --> 00:30:29,060 +What are you going to do with his dependents? His + +461 +00:30:29,060 --> 00:30:30,880 +dependents are going to accuse the company that + +462 +00:30:30,880 --> 00:30:35,280 +you killed our person, you killed our bread + +463 +00:30:35,280 --> 00:30:42,000 +winner. Why? Because you didn't check his physical + +464 +00:30:42,000 --> 00:30:46,160 +stamina or health. Then, all the time remember, + +465 +00:30:46,760 --> 00:30:51,190 +this physical examination is a compulsory. You + +466 +00:30:51,190 --> 00:30:55,230 +must advocate for it. But here, as we said in + +467 +00:30:55,230 --> 00:30:59,750 +Gaza, more than 90% of the companies are not + +468 +00:30:59,750 --> 00:31:05,230 +implementing these procedures. Okay? Go on. Let's + +469 +00:31:05,230 --> 00:31:07,030 +talk about the planning process now. Let's talk + +470 +00:31:07,030 --> 00:31:09,790 +about job qualification. And there is another name + +471 +00:31:09,790 --> 00:31:13,270 +which is Job specification, as we said, job + +472 +00:31:13,270 --> 00:31:16,250 +specification talks about the person who is going + +473 +00:31:16,250 --> 00:31:19,130 +to do the job. And this person is consisting of a + +474 +00:31:19,130 --> 00:31:23,410 +character or personality, skills, experience, + +475 +00:31:23,830 --> 00:31:27,250 +knowledge and education. These things must be + +476 +00:31:27,250 --> 00:31:31,370 +okay. If they are not okay, this person wasn't + +477 +00:31:31,370 --> 00:31:36,730 +going to do his job in appropriate way. Now, we + +478 +00:31:36,730 --> 00:31:38,870 +are going to ask a final thing, which is the + +479 +00:31:38,870 --> 00:31:42,810 +following. Research in the sales science, they are + +480 +00:31:42,810 --> 00:31:46,630 +asking, can we say that this character or these + +481 +00:31:46,630 --> 00:31:51,590 +personal traits, all these are personal traits, + +482 +00:31:53,050 --> 00:31:56,370 +are they linked with something called excellent + +483 +00:31:56,370 --> 00:31:59,390 +sales performance? + +484 +00:32:04,420 --> 00:32:08,300 +The research in the sales science confirmed that + +485 +00:32:08,300 --> 00:32:12,120 +there is a positive relationship between the + +486 +00:32:12,120 --> 00:32:14,720 +personal traits of the salesperson along with + +487 +00:32:14,720 --> 00:32:19,040 +their excellent sales performance. In other words, + +488 +00:32:19,600 --> 00:32:23,380 +if certain personal traits are available in your + +489 +00:32:23,380 --> 00:32:26,220 +character, for sure this is going to be reflected + +490 +00:32:26,220 --> 00:32:30,980 +positively on your sales performance. But also, + +491 +00:32:31,460 --> 00:32:36,180 +the research added, this isn't enough. In other + +492 +00:32:36,180 --> 00:32:39,200 +words, this relationship is going to be more + +493 +00:32:39,200 --> 00:32:42,920 +significant, it is going to be stronger if it is + +494 +00:32:42,920 --> 00:32:45,240 +accompanied with something called management + +495 +00:32:45,240 --> 00:32:45,720 +skills. + +496 +00:32:50,020 --> 00:32:54,580 +Management skills include time management, problem + +497 +00:32:54,580 --> 00:32:58,560 +solving skills, communication, leadership skills + +498 +00:32:58,560 --> 00:33:03,710 +and so on. These skills could be used to train and + +499 +00:33:03,710 --> 00:33:07,770 +to educate and to sharpen the personal traits. + +500 +00:33:08,930 --> 00:33:11,910 +Clear? And this is the meaning of all this + +501 +00:33:11,910 --> 00:33:15,310 +information and data. Any question? Any comments + +502 +00:33:15,310 --> 00:33:19,370 +about this? Let's give you an example from one of + +503 +00:33:19,370 --> 00:33:21,190 +the questions which you might encounter in the + +504 +00:33:21,190 --> 00:33:23,570 +final. Listen to this sentence and tell me if it + +505 +00:33:23,570 --> 00:33:28,950 +is correct or false. Now listen. In the selection + +506 +00:33:28,950 --> 00:33:35,870 +process, We are referring or we should study, we + +507 +00:33:35,870 --> 00:33:43,410 +should examine person's education, experience, + +508 +00:33:46,110 --> 00:33:50,610 +personal traits while we are conducting job + +509 +00:33:50,610 --> 00:33:51,110 +analysis. + +510 +00:33:54,570 --> 00:33:57,570 +While we are conducting job analysis. True or + +511 +00:33:57,570 --> 00:34:01,290 +false? True. because this job specification is + +512 +00:34:01,290 --> 00:34:05,390 +apart from what? job analysis, exactly another + +513 +00:34:05,390 --> 00:34:09,710 +question job + +514 +00:34:09,710 --> 00:34:16,670 +analysis refers to sorry job specification refers + +515 +00:34:16,670 --> 00:34:23,530 +to responsibilities tasks and duties of the + +516 +00:34:23,530 --> 00:34:29,700 +concerned job false excellent excellent Excellent. + +517 +00:34:30,960 --> 00:34:32,560 +Okay, any question, any comment about today's + +518 +00:34:32,560 --> 00:34:36,220 +class? Any question, any comment? See you next + +519 +00:34:36,220 --> 00:34:36,480 +time. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..2e5751426d644d2f6354135fa5548b2551189b92 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4836, "start": 20.86, "end": 48.36, "text": " Okay, good morning. Listen, chapter number seven, it revolves around something called HR, human resources. We are going to talk about the human resources and the selection of the best sales persons who are going to work with our own sales organizations. 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No. Why? Because planning, it looks like the glasses which we are looking through. Without planning, we are going to be like the blind driver who is driving a car blindly. And what is going to happen by then? An accident. An accident. The same thing with companies and firms. 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These job qualifications, sometimes we call them job specifications. They are the same. They are the same. Okay? And also we are going to talk about the legality of job qualification, which we mean job specifications. 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Factors like what? For example, company culture, company culture, the culture which includes beliefs, attitudes, values, thoughts and so on. All these things are going to influence what? 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All these are factors which influence the planning process of recruitment. We will talk about them in a very detailed way after a while. So, proper planning will help ensure the success of the recruiting process and provide more time for locating the best candidates. Now listen, let's begin.", "tokens": [2743, 11, 321, 366, 1417, 466, 1691, 3855, 365, 4818, 1691, 37425, 13, 1057, 613, 366, 6771, 597, 6503, 264, 5038, 1399, 295, 28240, 13, 492, 486, 751, 466, 552, 294, 257, 588, 9942, 636, 934, 257, 1339, 13, 407, 11, 2296, 5038, 486, 854, 5586, 264, 2245, 295, 264, 25987, 1399, 293, 2893, 544, 565, 337, 1628, 990, 264, 1151, 11255, 13, 823, 2140, 11, 718, 311, 1841, 13], "avg_logprob": -0.1643926073128069, "compression_ratio": 1.608695652173913, "no_speech_prob": 0.0, "words": [{"start": 250.61, "end": 251.05, "word": " Also,", "probability": 0.7548828125}, {"start": 251.13, "end": 251.17, "word": " we", "probability": 0.84765625}, {"start": 251.17, "end": 251.25, "word": " are", "probability": 0.82421875}, {"start": 251.25, "end": 251.51, "word": " talking", "probability": 0.8515625}, {"start": 251.51, "end": 251.77, "word": " about", "probability": 0.896484375}, {"start": 251.77, "end": 251.93, "word": " job", "probability": 0.8984375}, {"start": 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All the time remember we are going to need to hire a new personnel under various circumstances. Circumstance number one if we are going to have goal which is called growth targets. Let's give example. 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Yes. Does it need further and new staff members? Yes. 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If your company is going to adopt new policies, new paths, new ways of distribution, then we need to hire and to depend on a new and extra personnel. 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All these things they are influencing the recruitment process. We will talk about turnover in a very detailed way after a while. Now, understanding the reasons for the sales person turnover is an important factor in assessing personnel needs. Now let's define what is the meaning of turnover.", "tokens": [400, 264, 912, 551, 2962, 294, 264, 5763, 3464, 4475, 293, 2721, 5763, 3464, 37137, 13, 1057, 613, 721, 436, 366, 40396, 264, 28240, 1399, 13, 492, 486, 751, 466, 37137, 294, 257, 588, 9942, 636, 934, 257, 1339, 13, 823, 11, 3701, 264, 4112, 337, 264, 5763, 954, 37137, 307, 364, 1021, 5952, 294, 34348, 14988, 2203, 13, 823, 718, 311, 6964, 437, 307, 264, 3620, 295, 37137, 13], "avg_logprob": -0.2253521139353094, "compression_ratio": 1.7155555555555555, "no_speech_prob": 0.0, "words": [{"start": 361.28, "end": 361.54, "word": " And", "probability": 0.39990234375}, {"start": 361.54, "end": 361.68, "word": " the", "probability": 0.83984375}, {"start": 361.68, "end": 361.94, "word": " same", "probability": 0.8984375}, {"start": 361.94, "end": 362.22, "word": " thing", "probability": 0.8291015625}, {"start": 362.22, "end": 362.66, "word": " changes", "probability": 0.6982421875}, {"start": 362.66, "end": 362.86, "word": " in", 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It's the percentage of sales people that leave the work every year and it equals the people that leave divided by the total number of sales. Excellent. Excellent. What's the meaning of job rotation? Job rotation. So we are talking about job turnover and we are talking about job rotation.", "tokens": [708, 775, 309, 914, 37137, 30, 467, 311, 264, 9668, 295, 5763, 561, 300, 1856, 264, 589, 633, 1064, 293, 309, 6915, 264, 561, 300, 1856, 6666, 538, 264, 3217, 1230, 295, 5763, 13, 16723, 13, 16723, 13, 708, 311, 264, 3620, 295, 1691, 12447, 30, 18602, 12447, 13, 407, 321, 366, 1417, 466, 1691, 37137, 293, 321, 366, 1417, 466, 1691, 12447, 13], "avg_logprob": -0.2360576923076923, "compression_ratio": 1.8011363636363635, "no_speech_prob": 0.0, "words": [{"start": 385.91, "end": 386.09, "word": " What", "probability": 0.53271484375}, {"start": 386.09, "end": 386.27, "word": " does", "probability": 0.96435546875}, {"start": 386.27, "end": 386.39, "word": " it", "probability": 0.93115234375}, {"start": 386.39, "end": 386.63, "word": " mean", "probability": 0.962890625}, {"start": 386.63, "end": 387.13, "word": " turnover?", "probability": 0.21044921875}, {"start": 388.23, "end": 388.45, "word": " It's", 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"probability": 0.98291015625}], "temperature": 1.0}, {"id": 16, "seek": 43848, "start": 414.68, "end": 438.48, "text": " Job rotation means that we select another sales people to substitute his work and work another job in the same company. He will take the job of another sales person or another member in the organization. Very, very, very good. So turnover, this is something harmful. We say it is negative. But job rotation is positive.", "tokens": [18602, 12447, 1355, 300, 321, 3048, 1071, 5763, 561, 281, 15802, 702, 589, 293, 589, 1071, 1691, 294, 264, 912, 2237, 13, 634, 486, 747, 264, 1691, 295, 1071, 5763, 954, 420, 1071, 4006, 294, 264, 4475, 13, 4372, 11, 588, 11, 588, 665, 13, 407, 37137, 11, 341, 307, 746, 19727, 13, 492, 584, 309, 307, 3671, 13, 583, 1691, 12447, 307, 3353, 13], "avg_logprob": -0.2526041616996129, "compression_ratio": 1.6080402010050252, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 414.67999999999995, "end": 415.28, "word": " Job", "probability": 0.3857421875}, {"start": 415.28, "end": 415.56, "word": " rotation", "probability": 0.78125}, {"start": 415.56, "end": 415.88, "word": " means", "probability": 0.87548828125}, {"start": 415.88, "end": 416.14, "word": " that", "probability": 0.78125}, {"start": 416.14, "end": 416.44, "word": " we", "probability": 0.85400390625}, {"start": 416.44, "end": 417.62, "word": " select", "probability": 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"probability": 0.88232421875}, {"start": 425.28, "end": 425.6, "word": " another", "probability": 0.84130859375}, {"start": 425.6, "end": 426.06, "word": " member", "probability": 0.865234375}, {"start": 426.06, "end": 426.28, "word": " in", "probability": 0.6142578125}, {"start": 426.28, "end": 426.38, "word": " the", "probability": 0.8359375}, {"start": 426.38, "end": 426.74, "word": " organization.", "probability": 0.76171875}, {"start": 426.8, "end": 427.1, "word": " Very,", "probability": 0.6181640625}, {"start": 427.22, "end": 427.48, "word": " very,", "probability": 0.84716796875}, {"start": 427.48, "end": 427.78, "word": " very", "probability": 0.8603515625}, {"start": 427.78, "end": 428.02, "word": " good.", "probability": 0.90380859375}, {"start": 429.84, "end": 430.12, "word": " So", "probability": 0.75927734375}, {"start": 430.12, "end": 430.68, "word": " turnover,", "probability": 0.892578125}, {"start": 431.4, "end": 431.74, "word": " this", "probability": 0.9267578125}, {"start": 431.74, "end": 431.9, "word": " is", "probability": 0.9482421875}, {"start": 431.9, "end": 432.36, "word": " something", "probability": 0.857421875}, {"start": 432.36, "end": 432.82, "word": " harmful.", "probability": 0.72802734375}, {"start": 433.08, "end": 433.26, "word": " We", "probability": 0.94873046875}, {"start": 433.26, "end": 433.58, "word": " say", "probability": 0.93212890625}, {"start": 433.58, "end": 433.78, "word": " it", "probability": 0.92919921875}, {"start": 433.78, "end": 433.94, "word": " is", "probability": 0.87646484375}, {"start": 433.94, "end": 434.28, "word": " negative.", "probability": 0.95166015625}, {"start": 436.08, "end": 436.32, "word": " But", "probability": 0.86328125}, {"start": 436.32, "end": 436.54, "word": " job", "probability": 0.9384765625}, {"start": 436.54, "end": 436.98, "word": " rotation", "probability": 0.98291015625}, {"start": 436.98, "end": 437.46, "word": " is", "probability": 0.436767578125}, {"start": 437.46, "end": 438.48, "word": " positive.", "probability": 0.82421875}], "temperature": 1.0}, {"id": 17, "seek": 46958, "start": 440.98, "end": 469.58, "text": " turnover means in Arabic معدل الدوران في العمل job rotation means in Arabic التدوير الوظيفة now the turnover means as Hanin said we are going to talk about the total number of employees who are going to leave us leave our company why? for various reasons either retirement either finding a better job either accident health reasons and so on", "tokens": [37137, 1355, 294, 19938, 3714, 22488, 1211, 32748, 13063, 7649, 8978, 18863, 42213, 1691, 12447, 1355, 294, 19938, 16712, 3215, 2407, 13546, 2423, 2407, 19913, 33911, 3660, 586, 264, 37137, 1355, 382, 7820, 259, 848, 321, 366, 516, 281, 751, 466, 264, 3217, 1230, 295, 6619, 567, 366, 516, 281, 1856, 505, 1856, 527, 2237, 983, 30, 337, 3683, 4112, 2139, 15189, 2139, 5006, 257, 1101, 1691, 2139, 6398, 1585, 4112, 293, 370, 322], "avg_logprob": -0.2170833381017049, "compression_ratio": 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either", "probability": 0.72509765625}, {"start": 464.32, "end": 464.7, "word": " finding", "probability": 0.89111328125}, {"start": 464.7, "end": 464.86, "word": " a", "probability": 0.9931640625}, {"start": 464.86, "end": 465.06, "word": " better", "probability": 0.923828125}, {"start": 465.06, "end": 465.44, "word": " job", "probability": 0.97216796875}, {"start": 465.44, "end": 466.48, "word": " either", "probability": 0.90966796875}, {"start": 466.48, "end": 467.48, "word": " accident", "probability": 0.84326171875}, {"start": 467.48, "end": 468.18, "word": " health", "probability": 0.80859375}, {"start": 468.18, "end": 468.72, "word": " reasons", "probability": 0.91845703125}, {"start": 468.72, "end": 469.2, "word": " and", "probability": 0.93994140625}, {"start": 469.2, "end": 469.4, "word": " so", "probability": 0.9521484375}, {"start": 469.4, "end": 469.58, "word": " on", "probability": 0.9521484375}], "temperature": 1.0}, {"id": 18, "seek": 49548, "start": 471.3, "end": 495.48, "text": " This rate of turnover, this rate of separated personnel from our company is something harmful, is something damaging. Why is it damaging? 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In addition, this experienced staff members who left us, they are going to use our experiences, our strategies with our own competitors.", "tokens": [1265, 3255, 934, 341, 6078, 11, 341, 777, 14419, 1062, 406, 312, 665, 1547, 11, 411, 264, 3894, 472, 567, 1411, 505, 13, 682, 4500, 11, 341, 6751, 3525, 2679, 567, 1411, 505, 11, 436, 366, 516, 281, 764, 527, 5235, 11, 527, 9029, 365, 527, 1065, 18333, 13], "avg_logprob": -0.17781249552965164, "compression_ratio": 1.5555555555555556, "no_speech_prob": 0.0, "words": [{"start": 496.85, "end": 497.31, "word": " God", "probability": 0.658203125}, {"start": 497.31, "end": 497.81, "word": " knows", "probability": 0.8359375}, {"start": 497.81, "end": 498.65, "word": " after", "probability": 0.5888671875}, {"start": 498.65, "end": 498.93, "word": " this", "probability": 0.91943359375}, {"start": 498.93, "end": 499.39, "word": " investment,", "probability": 0.93603515625}, {"start": 499.89, "end": 500.15, "word": " this", "probability": 0.93017578125}, {"start": 500.15, "end": 500.43, "word": " new", "probability": 0.8544921875}, {"start": 500.43, "end": 500.99, "word": " replacement", "probability": 0.81982421875}, {"start": 500.99, "end": 501.57, "word": " might", "probability": 0.865234375}, {"start": 501.57, "end": 501.83, "word": " not", "probability": 0.9404296875}, {"start": 501.83, "end": 502.01, "word": " be", "probability": 0.94970703125}, {"start": 502.01, "end": 502.21, "word": " good", "probability": 0.9228515625}, {"start": 502.21, "end": 502.57, "word": " enough,", "probability": 0.88134765625}, {"start": 503.03, "end": 503.45, "word": " like", "probability": 0.91552734375}, {"start": 503.45, "end": 503.95, "word": " the", "probability": 0.8935546875}, {"start": 503.95, "end": 504.25, "word": " previous", "probability": 0.8720703125}, {"start": 504.25, "end": 504.57, "word": " one", "probability": 0.91162109375}, {"start": 504.57, "end": 504.75, "word": " who", "probability": 0.87548828125}, {"start": 504.75, "end": 504.93, "word": " left", "probability": 0.95068359375}, {"start": 504.93, "end": 505.21, "word": " us.", "probability": 0.9365234375}, {"start": 506.39, "end": 506.61, "word": " In", "probability": 0.93896484375}, {"start": 506.61, "end": 507.05, "word": " addition,", "probability": 0.9521484375}, {"start": 507.95, "end": 508.09, "word": " this", "probability": 0.335693359375}, {"start": 508.09, "end": 508.81, "word": " experienced", "probability": 0.92724609375}, {"start": 508.81, "end": 509.37, "word": " staff", "probability": 0.88525390625}, {"start": 509.37, "end": 509.83, "word": " members", "probability": 0.6044921875}, {"start": 509.83, "end": 510.05, "word": " who", "probability": 0.8955078125}, {"start": 510.05, "end": 510.31, "word": " left", "probability": 0.953125}, {"start": 510.31, "end": 510.71, "word": " us,", "probability": 0.93408203125}, {"start": 511.25, "end": 511.41, "word": " they", "probability": 0.85107421875}, {"start": 511.41, "end": 511.59, "word": " are", "probability": 0.8759765625}, {"start": 511.59, "end": 511.91, "word": " going", "probability": 0.94384765625}, {"start": 511.91, "end": 512.13, "word": " to", "probability": 0.96728515625}, {"start": 512.13, "end": 512.51, "word": " use", "probability": 0.86962890625}, {"start": 512.51, "end": 513.05, "word": " our", "probability": 0.8896484375}, {"start": 513.05, "end": 513.71, "word": " experiences,", "probability": 0.8408203125}, {"start": 514.39, "end": 514.69, "word": " our", "probability": 0.8857421875}, {"start": 514.69, "end": 515.21, "word": " strategies", "probability": 0.88818359375}, {"start": 515.21, "end": 516.03, "word": " with", "probability": 0.6923828125}, {"start": 516.03, "end": 516.31, "word": " our", "probability": 0.865234375}, {"start": 516.31, "end": 516.61, "word": " own", "probability": 0.80517578125}, {"start": 516.61, "end": 517.09, "word": " competitors.", "probability": 0.90234375}], "temperature": 1.0}, {"id": 20, "seek": 54509, "start": 518.35, "end": 545.09, "text": " In addition, the very high rate of turnover is reflecting the fact that our company is lacking stability. So all these things are showing to us that the high rate of turnover is something harmful and passive, in contrast with job rotation. As Hanin said, in job rotation,", "tokens": [682, 4500, 11, 264, 588, 1090, 3314, 295, 37137, 307, 23543, 264, 1186, 300, 527, 2237, 307, 20889, 11826, 13, 407, 439, 613, 721, 366, 4099, 281, 505, 300, 264, 1090, 3314, 295, 37137, 307, 746, 19727, 293, 14975, 11, 294, 8712, 365, 1691, 12447, 13, 1018, 7820, 259, 848, 11, 294, 1691, 12447, 11], "avg_logprob": -0.1768973283469677, "compression_ratio": 1.6, "no_speech_prob": 0.0, "words": [{"start": 518.35, "end": 518.59, "word": " In", "probability": 0.90185546875}, {"start": 518.59, "end": 519.01, "word": " addition,", "probability": 0.94970703125}, {"start": 520.03, "end": 520.27, "word": " the", "probability": 0.87939453125}, {"start": 520.27, "end": 520.91, "word": " very", "probability": 0.79150390625}, {"start": 520.91, "end": 521.13, "word": " high", "probability": 0.9013671875}, {"start": 521.13, "end": 521.41, "word": " rate", "probability": 0.96044921875}, {"start": 521.41, "end": 521.55, "word": " of", "probability": 0.97021484375}, {"start": 521.55, "end": 521.93, "word": " turnover", "probability": 0.69482421875}, {"start": 521.93, "end": 522.69, "word": " is", "probability": 0.88232421875}, {"start": 522.69, "end": 523.25, "word": " reflecting", "probability": 0.79443359375}, {"start": 523.25, "end": 523.53, "word": " the", "probability": 0.84375}, {"start": 523.53, "end": 523.87, "word": " fact", "probability": 0.93017578125}, {"start": 523.87, "end": 524.37, "word": " that", "probability": 0.9326171875}, {"start": 524.37, "end": 525.01, "word": " our", "probability": 0.8515625}, {"start": 525.01, "end": 525.53, "word": " company", "probability": 0.88623046875}, {"start": 525.53, "end": 526.13, "word": " is", "probability": 0.93603515625}, {"start": 526.13, "end": 526.77, "word": " lacking", "probability": 0.88232421875}, {"start": 526.77, "end": 527.71, "word": " stability.", "probability": 0.787109375}, {"start": 529.73, "end": 529.93, "word": " So", "probability": 0.79931640625}, {"start": 529.93, "end": 530.45, "word": " all", "probability": 0.64794921875}, {"start": 530.45, "end": 530.87, "word": " these", "probability": 0.83935546875}, {"start": 530.87, "end": 531.33, "word": " things", "probability": 0.8017578125}, {"start": 531.33, "end": 532.87, "word": " are", "probability": 0.8662109375}, {"start": 532.87, "end": 533.21, "word": " showing", "probability": 0.82275390625}, {"start": 533.21, "end": 533.43, "word": " to", "probability": 0.7080078125}, {"start": 533.43, "end": 533.65, "word": " us", "probability": 0.9306640625}, {"start": 533.65, "end": 534.03, "word": " that", "probability": 0.9296875}, {"start": 534.03, "end": 534.41, "word": " the", "probability": 0.84765625}, {"start": 534.41, "end": 534.65, "word": " high", "probability": 0.8642578125}, {"start": 534.65, "end": 535.03, "word": " rate", "probability": 0.9599609375}, {"start": 535.03, "end": 535.17, "word": " of", "probability": 0.962890625}, {"start": 535.17, "end": 535.57, "word": " turnover", "probability": 0.8388671875}, {"start": 535.57, "end": 535.95, "word": " is", "probability": 0.93701171875}, {"start": 535.95, "end": 536.51, "word": " something", "probability": 0.71875}, {"start": 536.51, "end": 537.39, "word": " harmful", "probability": 0.9013671875}, {"start": 537.39, "end": 537.83, "word": " and", "probability": 0.923828125}, {"start": 537.83, "end": 538.21, "word": " passive,", "probability": 0.73828125}, {"start": 539.59, "end": 539.99, "word": " in", "probability": 0.91650390625}, {"start": 539.99, "end": 540.43, "word": " contrast", "probability": 0.89404296875}, {"start": 540.43, "end": 541.01, "word": " with", "probability": 0.7529296875}, {"start": 541.01, "end": 541.99, "word": " job", "probability": 0.9248046875}, {"start": 541.99, "end": 542.43, "word": " rotation.", "probability": 0.9501953125}, {"start": 543.03, "end": 543.27, "word": " As", "probability": 0.8076171875}, {"start": 543.27, "end": 543.55, "word": " Hanin", "probability": 0.65771484375}, {"start": 543.55, "end": 543.93, "word": " said,", "probability": 0.87646484375}, {"start": 544.21, "end": 544.39, "word": " in", "probability": 0.78564453125}, {"start": 544.39, "end": 544.59, "word": " job", "probability": 0.94580078125}, {"start": 544.59, "end": 545.09, "word": " rotation,", "probability": 0.97705078125}], "temperature": 1.0}, {"id": 21, "seek": 57409, "start": 546.21, "end": 574.09, "text": " We are going as internal employees, we are going to substitute and diversify our experiences. How? If a man is working as an accountant, we are going to give her extra training for about one month training to work as a salesperson. If Hanin is a salesperson, we are going to give her the same period of time to diversify and experiment new tasks related to accounting and so on.", "tokens": [492, 366, 516, 382, 6920, 6619, 11, 321, 366, 516, 281, 15802, 293, 6111, 2505, 527, 5235, 13, 1012, 30, 759, 257, 587, 307, 1364, 382, 364, 43898, 11, 321, 366, 516, 281, 976, 720, 2857, 3097, 337, 466, 472, 1618, 3097, 281, 589, 382, 257, 5763, 10813, 13, 759, 7820, 259, 307, 257, 5763, 10813, 11, 321, 366, 516, 281, 976, 720, 264, 912, 2896, 295, 565, 281, 6111, 2505, 293, 5120, 777, 9608, 4077, 281, 19163, 293, 370, 322, 13], "avg_logprob": -0.14495481353208242, "compression_ratio": 1.8221153846153846, "no_speech_prob": 0.0, "words": [{"start": 546.21, "end": 546.53, "word": " We", "probability": 0.71875}, {"start": 546.53, "end": 546.81, "word": " are", "probability": 0.8876953125}, {"start": 546.81, "end": 547.19, "word": " going", "probability": 0.9423828125}, {"start": 547.19, "end": 547.87, "word": " as", "probability": 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Work will go on. Why? 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Because of this we are saying job retention is positive other times while turnover is passive, negative, gone. So turnover means a rate at which salesperson leave jobs. Or this leaving might be attributed to various reasons as we said death, retirement, sickness, finding a better job and so on. Which is calculated", "tokens": [295, 341, 1950, 1576, 68, 1434, 13, 1436, 295, 341, 321, 366, 1566, 1691, 22871, 307, 3353, 661, 1413, 1339, 37137, 307, 14975, 11, 3671, 11, 2780, 13, 407, 37137, 1355, 257, 3314, 412, 597, 5763, 10813, 1856, 4782, 13, 1610, 341, 5012, 1062, 312, 30976, 281, 3683, 4112, 382, 321, 848, 2966, 11, 15189, 11, 25611, 11, 5006, 257, 1101, 1691, 293, 370, 322, 13, 3013, 307, 15598], "avg_logprob": -0.25290178784302303, "compression_ratio": 1.5674418604651164, "no_speech_prob": 0.0, "words": [{"start": 604.38, "end": 604.68, "word": " of", "probability": 0.43408203125}, {"start": 604.68, "end": 605.04, "word": " this", "probability": 0.822265625}, {"start": 605.04, "end": 606.24, "word": " absenteeism.", "probability": 0.5667724609375}, {"start": 606.64, "end": 607.36, "word": " Because", "probability": 0.8017578125}, {"start": 607.36, "end": 607.52, "word": " of", "probability": 0.96337890625}, {"start": 607.52, "end": 607.68, "word": " this", "probability": 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"probability": 0.83837890625}, {"start": 620.92, "end": 621.06, "word": " Or", "probability": 0.486083984375}, {"start": 621.06, "end": 621.36, "word": " this", "probability": 0.9208984375}, {"start": 621.36, "end": 621.96, "word": " leaving", "probability": 0.82958984375}, {"start": 621.96, "end": 622.86, "word": " might", "probability": 0.86279296875}, {"start": 622.86, "end": 623.08, "word": " be", "probability": 0.9541015625}, {"start": 623.08, "end": 623.56, "word": " attributed", "probability": 0.89111328125}, {"start": 623.56, "end": 623.86, "word": " to", "probability": 0.9658203125}, {"start": 623.86, "end": 624.22, "word": " various", "probability": 0.94384765625}, {"start": 624.22, "end": 624.56, "word": " reasons", "probability": 0.931640625}, {"start": 624.56, "end": 624.74, "word": " as", "probability": 0.8828125}, {"start": 624.74, "end": 624.9, "word": " we", "probability": 0.9501953125}, {"start": 624.9, "end": 625.14, "word": " said", "probability": 0.94775390625}, {"start": 625.14, "end": 626.28, "word": " death,", "probability": 0.405517578125}, {"start": 626.7, "end": 627.3, "word": " retirement,", "probability": 0.900390625}, {"start": 627.84, "end": 628.32, "word": " sickness,", "probability": 0.97607421875}, {"start": 628.68, "end": 628.94, "word": " finding", "probability": 0.87353515625}, {"start": 628.94, "end": 629.12, "word": " a", "probability": 0.98828125}, {"start": 629.12, "end": 629.28, "word": " better", "probability": 0.9228515625}, {"start": 629.28, "end": 629.62, "word": " job", "probability": 0.97216796875}, {"start": 629.62, "end": 629.82, "word": " and", "probability": 0.74951171875}, {"start": 629.82, "end": 630.0, "word": " so", "probability": 0.9453125}, {"start": 630.0, "end": 630.18, "word": " on.", "probability": 0.94677734375}, {"start": 630.88, "end": 631.42, "word": " Which", "probability": 0.8330078125}, {"start": 631.42, "end": 631.6, "word": " is", "probability": 0.9453125}, {"start": 631.6, "end": 632.1, "word": " calculated", "probability": 0.72705078125}], "temperature": 1.0}, {"id": 24, "seek": 66270, "start": 634.18, "end": 662.7, "text": " which is calculated using the following formula. The formula is saying turnover rate equals separation per year divided by the average size of Salesforce. Let's give example. So if 30 people leave each year and the size of Salesforce in our company is about 150, then the rate of the turnover is going to be 30 divided by 150 and the answer is going to be 20%.", "tokens": [597, 307, 15598, 1228, 264, 3480, 8513, 13, 440, 8513, 307, 1566, 37137, 3314, 6915, 14634, 680, 1064, 6666, 538, 264, 4274, 2744, 295, 40398, 13, 961, 311, 976, 1365, 13, 407, 498, 2217, 561, 1856, 1184, 1064, 293, 264, 2744, 295, 40398, 294, 527, 2237, 307, 466, 8451, 11, 550, 264, 3314, 295, 264, 37137, 307, 516, 281, 312, 2217, 6666, 538, 8451, 293, 264, 1867, 307, 516, 281, 312, 945, 6856], "avg_logprob": -0.19626266992575414, "compression_ratio": 1.6948356807511737, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 634.18, "end": 634.56, "word": " which", "probability": 0.58056640625}, {"start": 634.56, "end": 634.7, "word": " is", "probability": 0.92822265625}, {"start": 634.7, "end": 635.1, "word": " calculated", "probability": 0.93408203125}, {"start": 635.1, "end": 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Because of this we are saying the number is nothing as a number. What is important? To interpret this number. 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"probability": 0.61376953125}, {"start": 689.25, "end": 689.83, "word": " people", "probability": 0.94091796875}, {"start": 689.83, "end": 690.35, "word": " are", "probability": 0.94580078125}, {"start": 690.35, "end": 690.75, "word": " leaving", "probability": 0.83203125}, {"start": 690.75, "end": 691.19, "word": " us.", "probability": 0.9384765625}], "temperature": 1.0}, {"id": 26, "seek": 72034, "start": 692.62, "end": 720.34, "text": " Why these employees are leaving us? What are the reasons behind that? So as HR officer, you are charged of identifying the major reasons which are encouraging or motivating employees to leave our own organization. Okay? Move on. Listen here. If you are going to ask this following question,", "tokens": [1545, 613, 6619, 366, 5012, 505, 30, 708, 366, 264, 4112, 2261, 300, 30, 407, 382, 19460, 8456, 11, 291, 366, 11109, 295, 16696, 264, 2563, 4112, 597, 366, 14580, 420, 41066, 6619, 281, 1856, 527, 1065, 4475, 13, 1033, 30, 10475, 322, 13, 7501, 510, 13, 759, 291, 366, 516, 281, 1029, 341, 3480, 1168, 11], "avg_logprob": -0.18413254361728143, "compression_ratio": 1.5077720207253886, "no_speech_prob": 0.0, "words": [{"start": 692.62, "end": 693.08, "word": " Why", "probability": 0.6015625}, {"start": 693.08, "end": 693.52, "word": " these", "probability": 0.70703125}, {"start": 693.52, "end": 693.8, "word": " employees", "probability": 0.8955078125}, {"start": 693.8, "end": 694.16, "word": " are", "probability": 0.9208984375}, {"start": 694.16, "end": 694.42, "word": " leaving", "probability": 0.8828125}, {"start": 694.42, "end": 694.76, "word": " us?", "probability": 0.9130859375}, {"start": 696.34, "end": 696.82, "word": " What", "probability": 0.8330078125}, {"start": 696.82, "end": 697.02, "word": " are", "probability": 0.9306640625}, {"start": 697.02, "end": 697.18, "word": " the", "probability": 0.9189453125}, {"start": 697.18, "end": 697.46, "word": " reasons", "probability": 0.9072265625}, {"start": 697.46, "end": 697.8, "word": " behind", "probability": 0.921875}, {"start": 697.8, "end": 698.08, "word": " that?", "probability": 0.8857421875}, {"start": 699.2, "end": 699.66, "word": " So", "probability": 0.7783203125}, {"start": 699.66, "end": 700.1, "word": " as", "probability": 0.67529296875}, {"start": 700.1, "end": 700.52, "word": " HR", "probability": 0.931640625}, {"start": 700.52, "end": 701.2, "word": " officer,", "probability": 0.6552734375}, {"start": 701.46, "end": 701.6, "word": " you", "probability": 0.9541015625}, {"start": 701.6, "end": 701.96, "word": " are", "probability": 0.92822265625}, {"start": 701.96, "end": 702.62, "word": " charged", "probability": 0.87255859375}, {"start": 702.62, "end": 703.46, "word": " of", "probability": 0.81298828125}, {"start": 703.46, "end": 704.22, "word": " identifying", "probability": 0.9677734375}, {"start": 704.22, "end": 704.52, "word": " the", "probability": 0.91748046875}, {"start": 704.52, "end": 704.82, "word": " major", "probability": 0.900390625}, {"start": 704.82, "end": 705.32, "word": " reasons", "probability": 0.91552734375}, {"start": 705.32, "end": 706.0, "word": " which", "probability": 0.779296875}, {"start": 706.0, "end": 706.42, "word": " are", "probability": 0.93408203125}, {"start": 706.42, "end": 707.0, "word": " encouraging", "probability": 0.8642578125}, {"start": 707.0, "end": 707.3, "word": " or", "probability": 0.91845703125}, {"start": 707.3, "end": 707.94, "word": " motivating", "probability": 0.9521484375}, {"start": 707.94, "end": 708.92, "word": " employees", "probability": 0.86962890625}, {"start": 708.92, "end": 709.36, "word": " to", "probability": 0.96533203125}, {"start": 709.36, "end": 709.66, "word": " leave", "probability": 0.96240234375}, {"start": 709.66, "end": 709.92, "word": " our", "probability": 0.77294921875}, {"start": 709.92, "end": 710.52, "word": " own", "probability": 0.90869140625}, {"start": 710.52, "end": 711.14, "word": " organization.", "probability": 0.82373046875}, {"start": 712.66, "end": 713.26, "word": " Okay?", "probability": 0.434814453125}, {"start": 714.04, "end": 714.48, "word": " Move", "probability": 0.86376953125}, {"start": 714.48, "end": 714.74, "word": " on.", "probability": 0.9462890625}, {"start": 716.2, "end": 716.62, "word": " Listen", "probability": 0.72705078125}, {"start": 716.62, "end": 717.0, "word": " here.", "probability": 0.84619140625}, {"start": 717.74, "end": 718.0, "word": " If", "probability": 0.95068359375}, {"start": 718.0, "end": 718.1, "word": " you", "probability": 0.87548828125}, {"start": 718.1, "end": 718.26, "word": " are", "probability": 0.875}, {"start": 718.26, "end": 718.52, "word": " going", "probability": 0.94140625}, {"start": 718.52, "end": 718.68, "word": " to", "probability": 0.9677734375}, {"start": 718.68, "end": 719.16, "word": " ask", "probability": 0.92431640625}, {"start": 719.16, "end": 719.6, "word": " this", "probability": 0.92236328125}, {"start": 719.6, "end": 719.9, "word": " following", "probability": 0.79443359375}, {"start": 719.9, "end": 720.34, "word": " question,", "probability": 0.9140625}], "temperature": 1.0}, {"id": 27, "seek": 74893, "start": 721.89, "end": 748.93, "text": " Can any organization remain or keep turnover rate at zero? Of course not. In other words, turnover is something natural and it is going to happen in any organization regardless of its history, background, nationality, wealth, resources, etc. But where is the challenge?", "tokens": [1664, 604, 4475, 6222, 420, 1066, 37137, 3314, 412, 4018, 30, 2720, 1164, 406, 13, 682, 661, 2283, 11, 37137, 307, 746, 3303, 293, 309, 307, 516, 281, 1051, 294, 604, 4475, 10060, 295, 1080, 2503, 11, 3678, 11, 4048, 507, 11, 7203, 11, 3593, 11, 5183, 13, 583, 689, 307, 264, 3430, 30], "avg_logprob": -0.14999999837441877, "compression_ratio": 1.5083798882681565, "no_speech_prob": 0.0, "words": [{"start": 721.89, "end": 722.43, "word": " Can", "probability": 0.83203125}, {"start": 722.43, "end": 722.73, "word": " any", "probability": 0.8994140625}, {"start": 722.73, "end": 723.51, "word": " organization", "probability": 0.81640625}, {"start": 723.51, "end": 725.07, "word": " remain", "probability": 0.65087890625}, {"start": 725.07, "end": 725.51, "word": " or", "probability": 0.94873046875}, {"start": 725.51, "end": 725.93, "word": " keep", "probability": 0.9189453125}, {"start": 725.93, "end": 726.35, "word": " turnover", "probability": 0.82958984375}, {"start": 726.35, "end": 726.91, "word": " rate", "probability": 0.9267578125}, {"start": 726.91, "end": 727.19, "word": " at", "probability": 0.81103515625}, {"start": 727.19, "end": 727.49, "word": " zero?", "probability": 0.7900390625}, {"start": 727.97, "end": 728.81, "word": " Of", "probability": 0.81005859375}, {"start": 728.81, "end": 729.01, "word": " course", "probability": 0.95068359375}, {"start": 729.01, "end": 729.35, "word": " not.", "probability": 0.91943359375}, {"start": 730.87, "end": 731.03, "word": " In", "probability": 0.966796875}, {"start": 731.03, "end": 731.29, "word": " other", "probability": 0.89111328125}, {"start": 731.29, "end": 731.81, "word": " words,", "probability": 0.87890625}, {"start": 732.45, "end": 732.85, "word": " turnover", "probability": 0.92236328125}, {"start": 732.85, "end": 733.41, "word": " is", "probability": 0.8974609375}, {"start": 733.41, "end": 733.81, "word": " something", "probability": 0.833984375}, {"start": 733.81, "end": 734.35, "word": " natural", "probability": 0.927734375}, {"start": 734.35, "end": 735.13, "word": " and", "probability": 0.33203125}, {"start": 735.13, "end": 735.23, "word": " it", "probability": 0.75146484375}, {"start": 735.23, "end": 735.37, "word": " is", "probability": 0.76513671875}, {"start": 735.37, "end": 735.59, "word": " going", "probability": 0.93505859375}, {"start": 735.59, "end": 735.77, "word": " to", "probability": 0.9697265625}, {"start": 735.77, "end": 736.05, "word": " happen", "probability": 0.9150390625}, {"start": 736.05, "end": 736.27, "word": " in", "probability": 0.93017578125}, {"start": 736.27, "end": 736.51, "word": " any", "probability": 0.904296875}, {"start": 736.51, "end": 737.19, "word": " organization", "probability": 0.931640625}, {"start": 737.19, "end": 738.23, "word": " regardless", "probability": 0.75537109375}, {"start": 738.23, "end": 738.55, "word": " of", "probability": 0.96533203125}, {"start": 738.55, "end": 738.73, "word": " its", "probability": 0.876953125}, {"start": 738.73, "end": 739.23, "word": " history,", "probability": 0.87353515625}, {"start": 740.01, "end": 740.47, "word": " background,", "probability": 0.9296875}, {"start": 741.55, "end": 742.35, "word": " nationality,", "probability": 0.94287109375}, {"start": 743.19, "end": 743.67, "word": " wealth,", "probability": 0.94580078125}, {"start": 744.39, "end": 745.11, "word": " resources,", "probability": 0.92236328125}, {"start": 745.71, "end": 746.07, "word": " etc.", "probability": 0.82373046875}, {"start": 747.23, "end": 748.07, "word": " But", "probability": 0.9169921875}, {"start": 748.07, "end": 748.29, "word": " where", "probability": 0.875}, {"start": 748.29, "end": 748.43, "word": " is", "probability": 0.8759765625}, {"start": 748.43, "end": 748.55, "word": " the", "probability": 0.58251953125}, {"start": 748.55, "end": 748.93, "word": " challenge?", "probability": 0.8603515625}], "temperature": 1.0}, {"id": 28, "seek": 77647, "start": 749.65, "end": 776.47, "text": " The challenge is to keep the level or the rate of turnover to be minimal as much as we can. This is our own challenge. To keep it minimal. Okay? Now go on. This is statistics which were collected about some of the American firms in 2006. These firms were divided into three sectors, consumer, industrial and services.", "tokens": [440, 3430, 307, 281, 1066, 264, 1496, 420, 264, 3314, 295, 37137, 281, 312, 13206, 382, 709, 382, 321, 393, 13, 639, 307, 527, 1065, 3430, 13, 1407, 1066, 309, 13206, 13, 1033, 30, 823, 352, 322, 13, 639, 307, 12523, 597, 645, 11087, 466, 512, 295, 264, 2665, 18055, 294, 14062, 13, 1981, 18055, 645, 6666, 666, 1045, 18373, 11, 9711, 11, 9987, 293, 3328, 13], "avg_logprob": -0.23150275779121063, "compression_ratio": 1.536231884057971, "no_speech_prob": 0.0, "words": [{"start": 749.65, "end": 749.93, "word": " The", "probability": 0.75927734375}, {"start": 749.93, "end": 750.45, "word": " challenge", "probability": 0.8369140625}, {"start": 750.45, "end": 750.73, "word": " is", "probability": 0.92724609375}, {"start": 750.73, "end": 750.91, "word": " to", "probability": 0.9580078125}, {"start": 750.91, "end": 751.33, "word": " keep", "probability": 0.90185546875}, {"start": 751.33, "end": 751.71, 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This is considered to be the biggest percentage of turnover in service. Now the question is why?", "tokens": [759, 291, 366, 516, 281, 574, 412, 264, 9668, 420, 264, 3314, 295, 37137, 8595, 613, 1045, 18373, 295, 18055, 11, 291, 366, 516, 281, 915, 300, 264, 3880, 472, 307, 466, 4060, 12, 4550, 4, 37137, 597, 307, 7170, 3328, 18055, 420, 2643, 18055, 13, 639, 307, 4888, 281, 312, 264, 3880, 9668, 295, 37137, 294, 2643, 13, 823, 264, 1168, 307, 983, 30], "avg_logprob": -0.15518466405796283, "compression_ratio": 1.6894736842105262, "no_speech_prob": 0.0, "words": [{"start": 777.67, "end": 777.93, "word": " If", "probability": 0.8056640625}, {"start": 777.93, "end": 778.03, "word": " you", "probability": 0.94970703125}, {"start": 778.03, "end": 778.17, "word": " are", "probability": 0.70263671875}, {"start": 778.17, "end": 778.39, "word": " going", "probability": 0.923828125}, {"start": 778.39, "end": 778.57, "word": " to", "probability": 0.96630859375}, {"start": 778.57, "end": 778.77, "word": " look", "probability": 0.95556640625}, {"start": 778.77, "end": 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Because in the service sector we can notice that there is information technology and there is new telecommunication because that for each year there is new things, there is new inventions so that new companies will be established, new jobs will be created so that people will leave us and turnover rate will increase. This is one reason. Another reason.", "tokens": [759, 291, 366, 516, 281, 980, 385, 983, 11, 286, 478, 516, 281, 976, 291, 732, 2793, 10882, 13, 1436, 294, 264, 2643, 6977, 321, 393, 3449, 300, 456, 307, 1589, 2899, 293, 456, 307, 777, 4304, 25451, 8758, 570, 300, 337, 1184, 1064, 456, 307, 777, 721, 11, 456, 307, 777, 43748, 370, 300, 777, 3431, 486, 312, 7545, 11, 777, 4782, 486, 312, 2942, 370, 300, 561, 486, 1856, 505, 293, 37137, 3314, 486, 3488, 13, 639, 307, 472, 1778, 13, 3996, 1778, 13], "avg_logprob": -0.22377873186407418, "compression_ratio": 1.7941176470588236, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 805.31, "end": 805.55, "word": " If", "probability": 0.576171875}, {"start": 805.55, "end": 805.67, "word": " you", "probability": 0.9609375}, {"start": 805.67, "end": 805.77, "word": " are", "probability": 0.6904296875}, {"start": 805.77, "end": 806.03, "word": " going", "probability": 0.92431640625}, {"start": 806.03, "end": 806.15, "word": " to", "probability": 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And the opposite is true. Let's give example. Let's look at the economy of the United Arab Emirates. 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You are mistaken. Petroleum industry is having a very limited space within the Emirati economy. The biggest component of their economy is founded on service. Let's give examples.", "tokens": [639, 1941, 11, 2618, 1062, 584, 436, 366, 12334, 420, 10950, 12334, 322, 47641, 13, 509, 366, 21333, 13, 10472, 40615, 3518, 307, 1419, 257, 588, 5567, 1901, 1951, 264, 38426, 6908, 5010, 13, 440, 3880, 6542, 295, 641, 5010, 307, 13234, 322, 2643, 13, 961, 311, 976, 5110, 13], "avg_logprob": -0.16053920867396335, "compression_ratio": 1.453551912568306, "no_speech_prob": 0.0, "words": [{"start": 1067.6, "end": 1067.94, "word": " This", "probability": 0.46484375}, {"start": 1067.94, "end": 1068.32, "word": " country,", "probability": 0.904296875}, {"start": 1068.42, "end": 1068.86, "word": " somebody", "probability": 0.6865234375}, {"start": 1068.86, "end": 1069.4, "word": " might", "probability": 0.8681640625}, {"start": 1069.4, "end": 1069.74, "word": " say", "probability": 0.94873046875}, {"start": 1069.74, "end": 1070.38, "word": " they", "probability": 0.66162109375}, {"start": 1070.38, "end": 1070.58, "word": " are", "probability": 0.9169921875}, {"start": 1070.58, "end": 1071.1, "word": " dependent", "probability": 0.79345703125}, {"start": 1071.1, "end": 1071.38, "word": " or", "probability": 0.79443359375}, {"start": 1071.38, "end": 1071.62, "word": " heavily", "probability": 0.8720703125}, {"start": 1071.62, "end": 1072.08, "word": " dependent", "probability": 0.9013671875}, {"start": 1072.08, "end": 1072.82, "word": " on", "probability": 0.9453125}, {"start": 1072.82, "end": 1073.34, "word": " petroleum.", "probability": 0.88330078125}, {"start": 1074.16, "end": 1074.44, "word": " You", "probability": 0.92919921875}, {"start": 1074.44, "end": 1074.86, "word": " are", "probability": 0.91748046875}, {"start": 1074.86, "end": 1075.56, "word": " mistaken.", "probability": 0.91748046875}, {"start": 1076.42, "end": 1077.3, "word": " Petroleum", "probability": 0.9326171875}, {"start": 1077.3, "end": 1077.94, "word": " industry", "probability": 0.81982421875}, {"start": 1077.94, "end": 1078.82, "word": " is", "probability": 0.9248046875}, {"start": 1078.82, "end": 1079.84, "word": " having", "probability": 0.91455078125}, {"start": 1079.84, "end": 1080.52, "word": " a", "probability": 0.94775390625}, {"start": 1080.52, "end": 1080.7, "word": " very", "probability": 0.84375}, {"start": 1080.7, "end": 1081.02, "word": " limited", "probability": 0.93896484375}, {"start": 1081.02, "end": 1081.48, "word": " space", "probability": 0.92236328125}, {"start": 1081.48, "end": 1081.94, "word": " within", "probability": 0.8916015625}, {"start": 1081.94, "end": 1082.48, "word": " the", "probability": 0.84521484375}, {"start": 1082.48, "end": 1083.04, "word": " Emirati", "probability": 0.8935546875}, {"start": 1083.04, "end": 1084.14, "word": " economy.", "probability": 0.8544921875}, {"start": 1084.96, "end": 1085.52, "word": " The", "probability": 0.87890625}, {"start": 1085.52, "end": 1085.88, "word": " biggest", "probability": 0.9423828125}, {"start": 1085.88, "end": 1086.36, "word": " component", "probability": 0.873046875}, {"start": 1086.36, "end": 1086.64, "word": " of", "probability": 0.95947265625}, {"start": 1086.64, "end": 1086.78, "word": " their", "probability": 0.94091796875}, {"start": 1086.78, "end": 1087.12, "word": " economy", "probability": 0.92431640625}, {"start": 1087.12, "end": 1087.34, "word": " is", "probability": 0.93896484375}, {"start": 1087.34, "end": 1087.64, "word": " founded", "probability": 0.9306640625}, {"start": 1087.64, "end": 1087.96, "word": " on", "probability": 0.9384765625}, {"start": 1087.96, "end": 1089.2, "word": " service.", "probability": 0.8173828125}, {"start": 1090.54, "end": 1090.86, "word": " Let's", "probability": 0.937744140625}, {"start": 1090.86, "end": 1091.02, "word": " give", "probability": 0.85302734375}, {"start": 1091.02, "end": 1091.54, "word": " examples.", "probability": 0.78369140625}], "temperature": 1.0}, {"id": 41, "seek": 111250, "start": 1092.52, "end": 1112.5, "text": " All the goods and the products which is going to invade and enter Gulf markets they must pass through United Arab Emirates ports. So United Arab Emirates it is a centralized area where they are going to collect and then redistribute the whole goods and the products to the Gulf area.", "tokens": [1057, 264, 10179, 293, 264, 3383, 597, 307, 516, 281, 39171, 293, 3242, 23033, 8383, 436, 1633, 1320, 807, 2824, 8625, 38426, 1024, 18160, 13, 407, 2824, 8625, 38426, 1024, 309, 307, 257, 32395, 1859, 689, 436, 366, 516, 281, 2500, 293, 550, 36198, 2024, 1169, 264, 1379, 10179, 293, 264, 3383, 281, 264, 23033, 1859, 13], "avg_logprob": -0.20177802366429362, "compression_ratio": 1.7005988023952097, "no_speech_prob": 0.0, "words": [{"start": 1092.52, "end": 1092.94, "word": " All", "probability": 0.68115234375}, {"start": 1092.94, "end": 1093.16, "word": " the", "probability": 0.83251953125}, {"start": 1093.16, "end": 1093.42, "word": " goods", "probability": 0.83740234375}, {"start": 1093.42, "end": 1093.68, "word": " and", "probability": 0.91015625}, {"start": 1093.68, "end": 1093.84, "word": " the", "probability": 0.467041015625}, {"start": 1093.84, "end": 1094.22, "word": " products", "probability": 0.83935546875}, {"start": 1094.22, "end": 1094.48, "word": " which", "probability": 0.71875}, {"start": 1094.48, "end": 1094.62, "word": " is", "probability": 0.423583984375}, {"start": 1094.62, "end": 1094.86, "word": " going", "probability": 0.947265625}, {"start": 1094.86, "end": 1095.06, "word": " to", "probability": 0.8623046875}, {"start": 1095.06, "end": 1095.5, "word": " invade", "probability": 0.99072265625}, {"start": 1095.5, "end": 1095.76, "word": " and", "probability": 0.90673828125}, {"start": 1095.76, "end": 1096.1, "word": " enter", "probability": 0.86962890625}, {"start": 1096.1, "end": 1096.42, "word": " Gulf", "probability": 0.7890625}, {"start": 1096.42, "end": 1096.82, "word": " markets", "probability": 0.84716796875}, {"start": 1096.82, "end": 1097.1, "word": " they", "probability": 0.363037109375}, {"start": 1097.1, "end": 1097.42, "word": " must", "probability": 0.87060546875}, {"start": 1097.42, "end": 1097.72, "word": " pass", "probability": 0.83935546875}, {"start": 1097.72, "end": 1098.12, "word": " through", "probability": 0.8828125}, {"start": 1098.12, "end": 1099.34, "word": " United", "probability": 0.58349609375}, {"start": 1099.34, "end": 1099.62, "word": " Arab", "probability": 0.916015625}, {"start": 1099.62, "end": 1100.1, "word": " Emirates", "probability": 0.9130859375}, {"start": 1100.1, "end": 1100.58, "word": " ports.", "probability": 0.79736328125}, {"start": 1102.3, "end": 1102.7, "word": " So", "probability": 0.79736328125}, {"start": 1102.7, "end": 1103.04, "word": " United", "probability": 0.71240234375}, {"start": 1103.04, "end": 1103.26, "word": " Arab", "probability": 0.919921875}, {"start": 1103.26, "end": 1103.78, "word": " Emirates", "probability": 0.97509765625}, {"start": 1103.78, "end": 1104.28, "word": " it", "probability": 0.462646484375}, {"start": 1104.28, "end": 1104.42, "word": " is", "probability": 0.94189453125}, {"start": 1104.42, "end": 1104.62, "word": " a", "probability": 0.9833984375}, {"start": 1104.62, "end": 1105.02, "word": " centralized", "probability": 0.8271484375}, {"start": 1105.02, "end": 1105.7, "word": " area", "probability": 0.8779296875}, {"start": 1105.7, "end": 1107.28, "word": " where", "probability": 0.69140625}, {"start": 1107.28, "end": 1107.48, "word": " they", "probability": 0.8896484375}, {"start": 1107.48, "end": 1107.66, "word": " are", "probability": 0.923828125}, {"start": 1107.66, "end": 1107.9, "word": " going", "probability": 0.95263671875}, {"start": 1107.9, "end": 1108.08, "word": " to", "probability": 0.97021484375}, {"start": 1108.08, "end": 1108.48, "word": " collect", "probability": 0.8994140625}, {"start": 1108.48, "end": 1108.8, "word": " and", "probability": 0.931640625}, {"start": 1108.8, "end": 1109.12, "word": " then", "probability": 0.6884765625}, {"start": 1109.12, "end": 1110.14, "word": " redistribute", "probability": 0.9638671875}, {"start": 1110.14, "end": 1110.64, "word": " the", "probability": 0.8779296875}, {"start": 1110.64, "end": 1110.86, "word": " whole", "probability": 0.83203125}, {"start": 1110.86, "end": 1111.1, "word": " goods", "probability": 0.87890625}, {"start": 1111.1, "end": 1111.26, "word": " and", "probability": 0.9189453125}, {"start": 1111.26, "end": 1111.36, "word": " the", "probability": 0.485595703125}, {"start": 1111.36, "end": 1111.72, "word": " products", "probability": 0.83544921875}, {"start": 1111.72, "end": 1111.92, "word": " to", "probability": 0.9560546875}, {"start": 1111.92, "end": 1112.06, "word": " the", "probability": 0.89111328125}, {"start": 1112.06, "end": 1112.22, "word": " Gulf", "probability": 0.94921875}, {"start": 1112.22, "end": 1112.5, "word": " area.", "probability": 0.73388671875}], "temperature": 1.0}, {"id": 42, "seek": 113756, "start": 1113.6, "end": 1137.56, "text": " Is this service activity? It is service activity. But why? We are talking about shipment work. We are talking about export work. We are talking about import work. In addition, even though this country is considered to be a desert country, but also it is heavily dependent on something called tourism. But tourism, is it a service? It's a service and so on.", "tokens": [1119, 341, 2643, 5191, 30, 467, 307, 2643, 5191, 13, 583, 983, 30, 492, 366, 1417, 466, 49991, 589, 13, 492, 366, 1417, 466, 10725, 589, 13, 492, 366, 1417, 466, 974, 589, 13, 682, 4500, 11, 754, 1673, 341, 1941, 307, 4888, 281, 312, 257, 11029, 1941, 11, 457, 611, 309, 307, 10950, 12334, 322, 746, 1219, 21832, 13, 583, 21832, 11, 307, 309, 257, 2643, 30, 467, 311, 257, 2643, 293, 370, 322, 13], "avg_logprob": -0.1559456176572032, "compression_ratio": 1.8402061855670102, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1113.6, "end": 1113.92, "word": " Is", "probability": 0.71728515625}, {"start": 1113.92, "end": 1114.16, "word": " this", "probability": 0.86865234375}, {"start": 1114.16, "end": 1114.5, "word": " service", "probability": 0.822265625}, {"start": 1114.5, "end": 1114.98, "word": " activity?", "probability": 0.91064453125}, {"start": 1115.22, "end": 1115.4, "word": " It", "probability": 0.7890625}, {"start": 1115.4, "end": 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So if the service sector is the biggest, for sure the turnover rate is going to be the biggest as well. 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Everything depends on service. Not everything. Economy has different phases.", "tokens": [440, 700, 472, 4650, 281, 264, 1589, 2899, 293, 264, 1150, 570, 264, 2643, 6977, 307, 264, 3880, 6542, 1951, 4048, 23158, 13, 5471, 5946, 322, 2643, 13, 1726, 1203, 13, 48223, 575, 819, 18764, 13], "avg_logprob": -0.40519426964424754, "compression_ratio": 1.5100671140939597, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1165.67, "end": 1166.65, "word": " The", "probability": 0.326416015625}, {"start": 1166.65, "end": 1166.91, "word": " first", "probability": 0.1485595703125}, {"start": 1166.91, "end": 1167.21, "word": " one", "probability": 0.82861328125}, {"start": 1167.21, "end": 1167.97, "word": " according", "probability": 0.529296875}, {"start": 1167.97, "end": 1168.17, "word": " to", "probability": 0.96923828125}, {"start": 1168.17, "end": 1168.29, "word": " the", "probability": 0.51318359375}, {"start": 1168.29, "end": 1168.63, "word": " information", "probability": 0.72509765625}, {"start": 1168.63, "end": 1169.11, "word": " technology", "probability": 0.94091796875}, {"start": 1169.11, "end": 1169.35, "word": " and", "probability": 0.6357421875}, {"start": 1169.35, "end": 1169.51, "word": " the", "probability": 0.83447265625}, {"start": 1169.51, "end": 1169.73, "word": " second", "probability": 0.88037109375}, {"start": 1169.73, "end": 1170.23, "word": " because", "probability": 0.60546875}, {"start": 1170.23, "end": 1170.85, "word": " the", "probability": 0.79150390625}, {"start": 1170.85, "end": 1171.11, "word": " service", "probability": 0.83447265625}, {"start": 1171.11, "end": 1171.49, "word": " sector", "probability": 0.9541015625}, {"start": 1171.49, "end": 1171.79, "word": " is", "probability": 0.91162109375}, {"start": 1171.79, "end": 1172.61, "word": " the", "probability": 0.262451171875}, {"start": 1172.61, "end": 1173.25, "word": " biggest", "probability": 0.630859375}, {"start": 1173.25, "end": 1174.69, "word": " component", "probability": 0.5341796875}, {"start": 1174.69, "end": 1175.25, "word": " within", "probability": 0.703125}, {"start": 1175.25, "end": 1175.65, "word": " national", "probability": 0.7783203125}, {"start": 1175.65, "end": 1176.21, "word": " economies.", "probability": 0.845703125}, {"start": 1176.97, "end": 1177.83, "word": " Everything", "probability": 0.3447265625}, {"start": 1177.83, "end": 1178.37, "word": " depends", "probability": 0.869140625}, {"start": 1178.37, "end": 1178.61, "word": " on", "probability": 0.90625}, {"start": 1178.61, "end": 1179.13, "word": " service.", "probability": 0.68798828125}, {"start": 1180.27, "end": 1180.53, "word": " Not", "probability": 0.6708984375}, {"start": 1180.53, "end": 1181.13, "word": " everything.", "probability": 0.9248046875}, {"start": 1181.81, "end": 1182.65, "word": " Economy", "probability": 0.95166015625}, {"start": 1182.65, "end": 1185.63, "word": " has", "probability": 0.5498046875}, {"start": 1185.63, "end": 1186.05, "word": " different", "probability": 0.88134765625}, {"start": 1186.05, "end": 1186.53, "word": " phases.", "probability": 0.81103515625}], "temperature": 1.0}, {"id": 45, "seek": 121529, "start": 1187.81, "end": 1215.29, "text": " phase which is called industrialization, phase which is called agriculture and phase which is called service. Service now under this technological era is considered to be the biggest out of these three components which are forming any national economy, which are forming any national economy. Clear? Any question or comments about this? Move on. Look at these statistics. What can you see here?", "tokens": [5574, 597, 307, 1219, 9987, 2144, 11, 5574, 597, 307, 1219, 14837, 293, 5574, 597, 307, 1219, 2643, 13, 9561, 586, 833, 341, 18439, 4249, 307, 4888, 281, 312, 264, 3880, 484, 295, 613, 1045, 6677, 597, 366, 15745, 604, 4048, 5010, 11, 597, 366, 15745, 604, 4048, 5010, 13, 14993, 30, 2639, 1168, 420, 3053, 466, 341, 30, 10475, 322, 13, 2053, 412, 613, 12523, 13, 708, 393, 291, 536, 510, 30], "avg_logprob": -0.16554054114464167, "compression_ratio": 1.7873303167420815, "no_speech_prob": 0.0, "words": [{"start": 1187.81, "end": 1188.17, "word": " phase", "probability": 0.49462890625}, {"start": 1188.17, "end": 1188.35, "word": " which", "probability": 0.8837890625}, {"start": 1188.35, "end": 1188.47, "word": " is", "probability": 0.9384765625}, {"start": 1188.47, "end": 1188.67, "word": " called", "probability": 0.88525390625}, {"start": 1188.67, "end": 1189.57, "word": " industrialization,", "probability": 0.794921875}, {"start": 1190.17, "end": 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You are going to find that the highest turnover were the retail industry. And what is the lowest? Banking. 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Let's go now. We finished from something called personnel needs. The second factor which is influencing the process of planning is company culture. Look at here. We defined culture before a while. What did we say? Values, norms, attitudes, beliefs and so on. 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So if one of the employees is going to apply for resignation, the management is going to hurry after him or her and they will tell them, why you are leaving us? The response might be for example, you know I found a better job. 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resigned employee might say, 10% increase or 5% increase. Then the management will say directly, we will give you 7% increase, but please remain with us. Why the manager is speaking in this way? Because this is the culture which we believe in. This is one scenario. 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We can replace you directly. Why here we are talking about another kind of culture, another kind of response? Because this is the thing which we believe in. Because of this, we are saying company culture does influence the planning process of recruitment. Clear? Go on. A third thing which is called job analysis. 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In the planning process, all the time remember, if you would like to initiate a planning process for recruitment, we cannot do that without something called job analysis. Now, the job analysis, it looks like the mother. 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"temperature": 1.0}, {"id": 53, "seek": 144673, "start": 1417.99, "end": 1446.73, "text": " Daughter number one, we called it job description. Exactly. My second daughter, whose name is job specification. And in this book, sometimes they are saying job qualification. Now listen, in the job description, we are referring to various things related to job, including tasks,", "tokens": [3933, 2395, 1230, 472, 11, 321, 1219, 309, 1691, 3855, 13, 7587, 13, 1222, 1150, 4653, 11, 6104, 1315, 307, 1691, 31256, 13, 400, 294, 341, 1446, 11, 2171, 436, 366, 1566, 1691, 37425, 13, 823, 2140, 11, 294, 264, 1691, 3855, 11, 321, 366, 13761, 281, 3683, 721, 4077, 281, 1691, 11, 3009, 9608, 11], "avg_logprob": -0.24643640769155403, "compression_ratio": 1.5469613259668509, "no_speech_prob": 0.0, "words": [{"start": 1417.99, "end": 1418.39, "word": " Daughter", "probability": 0.6944580078125}, {"start": 1418.39, "end": 1418.63, "word": " number", "probability": 0.81103515625}, {"start": 1418.63, "end": 1418.99, "word": " one,", "probability": 0.6728515625}, {"start": 1419.05, "end": 1419.17, "word": " we", "probability": 0.92333984375}, {"start": 1419.17, "end": 1419.47, "word": " called", "probability": 0.58056640625}, {"start": 1419.47, "end": 1419.67, "word": " it", "probability": 0.888671875}, {"start": 1419.67, "end": 1419.91, "word": " job", "probability": 0.8173828125}, {"start": 1419.91, "end": 1420.47, "word": " description.", "probability": 0.8154296875}, {"start": 1422.41, "end": 1422.67, "word": " Exactly.", "probability": 0.3251953125}, {"start": 1423.73, "end": 1423.89, "word": " My", "probability": 0.5771484375}, {"start": 1423.89, "end": 1424.11, "word": " second", "probability": 0.900390625}, {"start": 1424.11, "end": 1424.45, "word": " daughter,", "probability": 0.9267578125}, {"start": 1424.53, "end": 1424.67, "word": " whose", "probability": 0.810546875}, {"start": 1424.67, "end": 1424.95, "word": " name", "probability": 0.90283203125}, {"start": 1424.95, "end": 1425.27, "word": " is", "probability": 0.951171875}, {"start": 1425.27, "end": 1425.65, "word": " job", "probability": 0.77490234375}, {"start": 1425.65, "end": 1427.27, "word": " specification.", "probability": 0.7529296875}, {"start": 1429.55, "end": 1430.19, "word": " And", "probability": 0.91357421875}, {"start": 1430.19, "end": 1430.33, "word": " in", "probability": 0.904296875}, {"start": 1430.33, "end": 1430.53, "word": " this", "probability": 0.9482421875}, {"start": 1430.53, "end": 1430.77, "word": " book,", "probability": 0.56201171875}, {"start": 1430.85, "end": 1431.23, "word": " sometimes", "probability": 0.93310546875}, {"start": 1431.23, "end": 1431.41, "word": " they", "probability": 0.88427734375}, {"start": 1431.41, "end": 1431.53, "word": " are", "probability": 0.921875}, {"start": 1431.53, "end": 1431.85, "word": " saying", "probability": 0.92919921875}, {"start": 1431.85, "end": 1432.17, "word": " job", "probability": 0.93798828125}, {"start": 1432.17, "end": 1433.23, "word": " qualification.", "probability": 0.9169921875}, {"start": 1438.05, "end": 1438.69, "word": " Now", "probability": 0.95068359375}, {"start": 1438.69, "end": 1439.09, "word": " listen,", "probability": 0.68994140625}, {"start": 1440.09, "end": 1440.29, "word": " in", "probability": 0.6748046875}, {"start": 1440.29, "end": 1440.43, "word": " the", "probability": 0.9072265625}, {"start": 1440.43, "end": 1440.63, "word": " job", "probability": 0.97802734375}, {"start": 1440.63, "end": 1441.11, "word": " description,", "probability": 0.90283203125}, {"start": 1441.93, "end": 1442.85, "word": " we", "probability": 0.9296875}, {"start": 1442.85, "end": 1443.07, "word": " are", "probability": 0.94091796875}, {"start": 1443.07, "end": 1443.51, "word": " referring", "probability": 0.90185546875}, {"start": 1443.51, "end": 1444.07, "word": " to", "probability": 0.96728515625}, {"start": 1444.07, "end": 1444.47, "word": " various", "probability": 0.9423828125}, {"start": 1444.47, "end": 1444.79, "word": " things", "probability": 0.8251953125}, {"start": 1444.79, "end": 1445.13, "word": " related", "probability": 0.95654296875}, {"start": 1445.13, "end": 1445.31, "word": " to", "probability": 0.96826171875}, {"start": 1445.31, "end": 1445.55, "word": " job,", "probability": 0.77685546875}, {"start": 1445.63, "end": 1446.11, "word": " including", "probability": 0.82861328125}, {"start": 1446.11, "end": 1446.73, "word": " tasks,", "probability": 0.90283203125}], "temperature": 1.0}, {"id": 54, "seek": 147486, "start": 1448.5, "end": 1474.86, "text": " Responsibilities? Duties? Reported relationship? Listen, anything related to job. Anything related to job. This is what?", "tokens": [46003, 8261, 30, 413, 17899, 30, 3696, 14813, 2480, 30, 7501, 11, 1340, 4077, 281, 1691, 13, 11998, 4077, 281, 1691, 13, 639, 307, 437, 30], "avg_logprob": -0.3819444378217061, "compression_ratio": 1.3010752688172043, "no_speech_prob": 0.0, "words": [{"start": 1448.5, "end": 1449.82, "word": " Responsibilities?", "probability": 0.6639404296875}, {"start": 1453.74, "end": 1455.06, "word": " Duties?", "probability": 0.8232421875}, {"start": 1458.3, "end": 1458.78, "word": " Reported", "probability": 0.4996337890625}, {"start": 1458.78, "end": 1459.34, "word": " relationship?", "probability": 0.564453125}, {"start": 1464.14, "end": 1464.56, "word": " Listen,", "probability": 0.53955078125}, {"start": 1465.86, "end": 1466.34, "word": " anything", "probability": 0.587890625}, {"start": 1466.34, "end": 1467.0, "word": " related", "probability": 0.9462890625}, {"start": 1467.0, "end": 1467.2, "word": " to", "probability": 0.96875}, {"start": 1467.2, "end": 1467.48, "word": " job.", "probability": 0.857421875}, {"start": 1469.42, "end": 1469.8, "word": " Anything", "probability": 0.35009765625}, {"start": 1469.8, "end": 1470.46, "word": " related", "probability": 0.951171875}, {"start": 1470.46, "end": 1471.48, "word": " to", "probability": 0.96044921875}, {"start": 1471.48, "end": 1471.8, "word": " job.", "probability": 0.9443359375}, {"start": 1473.4, "end": 1474.46, "word": " This", "probability": 0.8271484375}, {"start": 1474.46, "end": 1474.6, "word": " is", "probability": 0.953125}, {"start": 1474.6, "end": 1474.86, "word": " what?", "probability": 0.9443359375}], "temperature": 1.0}, {"id": 55, "seek": 150179, "start": 1475.63, "end": 1501.79, "text": " These are the things which we should examine under job description. And job qualification or specification, we are talking about this thing. Exactly. We are talking about the employee himself or herself. This employee including his character, skills, experience, knowledge,", "tokens": [1981, 366, 264, 721, 597, 321, 820, 17496, 833, 1691, 3855, 13, 400, 1691, 37425, 420, 31256, 11, 321, 366, 1417, 466, 341, 551, 13, 7587, 13, 492, 366, 1417, 466, 264, 10738, 3647, 420, 7530, 13, 639, 10738, 3009, 702, 2517, 11, 3942, 11, 1752, 11, 3601, 11], "avg_logprob": -0.20406249761581421, "compression_ratio": 1.5568181818181819, "no_speech_prob": 0.0, "words": [{"start": 1475.63, "end": 1475.95, "word": " These", "probability": 0.50146484375}, {"start": 1475.95, "end": 1476.13, "word": " are", "probability": 0.93798828125}, {"start": 1476.13, "end": 1476.27, "word": " the", "probability": 0.83251953125}, {"start": 1476.27, "end": 1476.51, "word": " things", "probability": 0.84423828125}, {"start": 1476.51, "end": 1476.71, "word": " which", "probability": 0.75439453125}, {"start": 1476.71, "end": 1476.85, "word": " we", "probability": 0.9169921875}, {"start": 1476.85, "end": 1477.01, "word": " should", "probability": 0.95849609375}, {"start": 1477.01, "end": 1477.37, "word": " examine", "probability": 0.9658203125}, {"start": 1477.37, "end": 1477.87, "word": " under", "probability": 0.89111328125}, {"start": 1477.87, "end": 1478.79, "word": " job", "probability": 0.8330078125}, {"start": 1478.79, "end": 1479.29, "word": " description.", "probability": 0.865234375}, {"start": 1480.87, "end": 1481.13, "word": " And", "probability": 0.52685546875}, {"start": 1481.13, "end": 1481.39, "word": " job", "probability": 0.9189453125}, {"start": 1481.39, "end": 1482.09, "word": " qualification", "probability": 0.95166015625}, {"start": 1482.09, "end": 1482.33, "word": " or", "probability": 0.82861328125}, {"start": 1482.33, "end": 1482.87, "word": " specification,", "probability": 0.85546875}, {"start": 1483.63, "end": 1483.81, "word": " we", "probability": 0.9306640625}, {"start": 1483.81, "end": 1483.97, "word": " are", "probability": 0.92822265625}, {"start": 1483.97, "end": 1484.23, "word": " talking", "probability": 0.8505859375}, {"start": 1484.23, "end": 1484.51, "word": " about", "probability": 0.90283203125}, {"start": 1484.51, "end": 1484.73, "word": " this", "probability": 0.85791015625}, {"start": 1484.73, "end": 1484.97, "word": " thing.", "probability": 0.9052734375}, {"start": 1485.71, "end": 1486.39, "word": " Exactly.", "probability": 0.51025390625}, {"start": 1488.19, "end": 1488.87, "word": " We", "probability": 0.9150390625}, {"start": 1488.87, "end": 1489.09, "word": " are", "probability": 0.93359375}, {"start": 1489.09, "end": 1489.41, "word": " talking", "probability": 0.85498046875}, {"start": 1489.41, "end": 1489.75, "word": " about", "probability": 0.90478515625}, {"start": 1489.75, "end": 1489.93, "word": " the", "probability": 0.900390625}, {"start": 1489.93, "end": 1490.23, "word": " employee", "probability": 0.90478515625}, {"start": 1490.23, "end": 1490.71, "word": " himself", "probability": 0.80419921875}, {"start": 1490.71, "end": 1491.01, "word": " or", "probability": 0.94970703125}, {"start": 1491.01, "end": 1491.45, "word": " herself.", "probability": 0.8681640625}, {"start": 1492.69, "end": 1492.97, "word": " This", "probability": 0.86669921875}, {"start": 1492.97, "end": 1493.25, "word": " employee", "probability": 0.8623046875}, {"start": 1493.25, "end": 1493.83, "word": " including", "probability": 0.58740234375}, {"start": 1493.83, "end": 1494.23, "word": " his", "probability": 0.95068359375}, {"start": 1494.23, "end": 1494.69, "word": " character,", "probability": 0.78857421875}, {"start": 1496.93, "end": 1498.21, "word": " skills,", "probability": 0.814453125}, {"start": 1498.81, "end": 1500.75, "word": " experience,", "probability": 0.8916015625}, {"start": 1501.39, "end": 1501.79, "word": " knowledge,", "probability": 0.91552734375}], "temperature": 1.0}, {"id": 56, "seek": 153760, "start": 1512.5, "end": 1537.6, "text": " Education. All these things are related to the employee which is focused or coming from job specification or job qualification. Now, we as HR, we cannot do a job analysis without doing these two things. A job description along with job specification. If we are going to mix the two, then the outcome is going to be job analysis.", "tokens": [10680, 13, 1057, 613, 721, 366, 4077, 281, 264, 10738, 597, 307, 5178, 420, 1348, 490, 1691, 31256, 420, 1691, 37425, 13, 823, 11, 321, 382, 19460, 11, 321, 2644, 360, 257, 1691, 5215, 1553, 884, 613, 732, 721, 13, 316, 1691, 3855, 2051, 365, 1691, 31256, 13, 759, 321, 366, 516, 281, 2890, 264, 732, 11, 550, 264, 9700, 307, 516, 281, 312, 1691, 5215, 13], "avg_logprob": -0.18864890297546105, "compression_ratio": 1.7135416666666667, "no_speech_prob": 0.0, "words": [{"start": 1512.5000000000002, "end": 1513.1000000000001, "word": " Education.", "probability": 0.5244140625}, {"start": 1513.1000000000001, "end": 1513.7, "word": " All", "probability": 0.89208984375}, {"start": 1513.7, "end": 1514.06, "word": " these", "probability": 0.8310546875}, {"start": 1514.06, "end": 1514.36, "word": " things", "probability": 0.81591796875}, {"start": 1514.36, "end": 1514.58, "word": " are", "probability": 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I'm going to ask her the first question, what are the major responsibilities which you are performing? Second, what are the major tasks which you are responsible for? 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Her answers are going to be the database by which I am going to make the job description.", "tokens": [293, 370, 322, 13, 3204, 6338, 366, 516, 281, 312, 264, 8149, 538, 597, 286, 669, 516, 281, 652, 264, 1691, 3855, 13], "avg_logprob": -0.2513020733992259, "compression_ratio": 1.2023809523809523, "no_speech_prob": 0.0, "words": [{"start": 1593.5, "end": 1593.78, "word": " and", "probability": 0.353271484375}, {"start": 1593.78, "end": 1593.96, "word": " so", "probability": 0.919921875}, {"start": 1593.96, "end": 1594.22, "word": " on.", "probability": 0.95068359375}, {"start": 1594.76, "end": 1594.92, "word": " Her", "probability": 0.85791015625}, {"start": 1594.92, "end": 1595.34, "word": " answers", "probability": 0.8427734375}, {"start": 1595.34, "end": 1595.56, "word": " are", "probability": 0.87646484375}, {"start": 1595.56, "end": 1595.74, "word": " going", "probability": 0.93896484375}, {"start": 1595.74, "end": 1595.84, "word": " to", "probability": 0.9716796875}, {"start": 1595.84, "end": 1595.94, "word": " be", "probability": 0.9423828125}, {"start": 1595.94, "end": 1596.08, "word": " the", "probability": 0.76953125}, {"start": 1596.08, "end": 1596.5, "word": " database", "probability": 0.916015625}, {"start": 1596.5, "end": 1596.7, "word": " by", "probability": 0.90478515625}, {"start": 1596.7, "end": 1596.92, "word": " which", "probability": 0.94677734375}, {"start": 1596.92, "end": 1597.06, "word": " I", "probability": 0.9775390625}, {"start": 1597.06, "end": 1597.14, "word": " am", "probability": 0.6875}, {"start": 1597.14, "end": 1597.4, "word": " going", "probability": 0.9384765625}, {"start": 1597.4, "end": 1597.56, "word": " to", "probability": 0.9677734375}, {"start": 1597.56, "end": 1597.86, "word": " make", "probability": 0.92431640625}, {"start": 1597.86, "end": 1598.64, "word": " the", "probability": 0.4931640625}, {"start": 1598.64, "end": 1598.8, "word": " job", "probability": 0.1461181640625}, {"start": 1598.8, "end": 1599.2, "word": " description.", "probability": 0.90966796875}], "temperature": 1.0}, {"id": 60, "seek": 162750, "start": 1600.36, "end": 1627.5, "text": " Sometimes I'm not going to adopt on the interview approach but on the questionnaire approach. How? Imagine all of you are salesperson then I'm going to tell you this is a questionnaire where I'm asking you kindly to fill the questionnaires within 15 minutes or 20 minutes. After you are done I'm going to recollect the early questionnaires and I'm going to analyze the data which I got through the questionnaires. According to this data I'm going to make my job description.", "tokens": [4803, 286, 478, 406, 516, 281, 6878, 322, 264, 4049, 3109, 457, 322, 264, 44702, 3109, 13, 1012, 30, 11739, 439, 295, 291, 366, 5763, 10813, 550, 286, 478, 516, 281, 980, 291, 341, 307, 257, 44702, 689, 286, 478, 3365, 291, 29736, 281, 2836, 264, 1168, 49551, 1951, 2119, 2077, 420, 945, 2077, 13, 2381, 291, 366, 1096, 286, 478, 516, 281, 39495, 557, 264, 2440, 1168, 49551, 293, 286, 478, 516, 281, 12477, 264, 1412, 597, 286, 658, 807, 264, 1168, 49551, 13, 7328, 281, 341, 1412, 286, 478, 516, 281, 652, 452, 1691, 3855, 13], "avg_logprob": -0.1560132587798918, "compression_ratio": 1.9153225806451613, "no_speech_prob": 0.0, "words": [{"start": 1600.36, "end": 1600.84, "word": " Sometimes", "probability": 0.6708984375}, {"start": 1600.84, "end": 1601.16, "word": " I'm", "probability": 0.73486328125}, {"start": 1601.16, "end": 1601.32, "word": " not", "probability": 0.9423828125}, {"start": 1601.32, "end": 1601.52, 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Nowadays, if the book didn't or the book doesn't talk about it, we now began talking about e-approaches. 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In less than one second. Regardless of the title of any job. And this is available here. Who took the course of that child? You didn't take the child course? Not yet? Who took it? That's fine. 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Third, the customer to be called on by the salesperson. Fourth, the specific tasks to be carried out. Fifth, the mental and physical demands of the job. And finally, the types of the product to be sold. Let's talk about one of them. Let's talk about this thing. 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We cannot hire somebody who is suffering from kidney failure. For example, we cannot hire somebody who is suffering from heart failure. We cannot hire somebody from uncontrollable diabetes. What is the meaning of uncontrollable diabetes? Sugar that is not controlled by him. Because this might lead to the faintness of a person. 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Why? Because remember, we need physical demand. If this physical demand is not available in the body of the candidate, then this person does not need to have this job from us. We cannot depend on him.", "tokens": [1981, 3685, 295, 14453, 11, 321, 2644, 11158, 552, 13, 1545, 30, 1436, 1604, 11, 321, 643, 4001, 4733, 13, 759, 341, 4001, 4733, 307, 406, 2435, 294, 264, 1772, 295, 264, 11532, 11, 550, 341, 954, 775, 406, 643, 281, 362, 341, 1691, 490, 505, 13, 492, 2644, 5672, 322, 796, 13], "avg_logprob": -0.19502314511272642, "compression_ratio": 1.5185185185185186, "no_speech_prob": 0.0, "words": [{"start": 1776.7000000000003, "end": 1777.3000000000002, "word": " These", "probability": 0.095458984375}, {"start": 1777.3000000000002, "end": 1777.9, "word": " kinds", "probability": 0.71728515625}, {"start": 1777.9, "end": 1778.14, "word": " of", "probability": 0.9697265625}, {"start": 1778.14, "end": 1778.52, "word": " persons,", "probability": 0.81005859375}, {"start": 1778.58, "end": 1778.7, "word": " we", "probability": 0.91064453125}, {"start": 1778.7, "end": 1779.0, "word": " cannot", "probability": 0.73193359375}, {"start": 1779.0, "end": 1779.22, "word": " hire", "probability": 0.90869140625}, {"start": 1779.22, "end": 1779.52, "word": " them.", "probability": 0.8994140625}, {"start": 1780.02, "end": 1780.4, "word": " Why?", "probability": 0.83984375}, {"start": 1780.5, "end": 1780.98, "word": " Because", "probability": 0.8427734375}, {"start": 1780.98, "end": 1781.68, "word": " remember,", "probability": 0.489013671875}, {"start": 1782.46, "end": 1782.78, "word": " we", "probability": 0.896484375}, {"start": 1782.78, "end": 1783.08, "word": " need", "probability": 0.92919921875}, {"start": 1783.08, "end": 1783.44, "word": " physical", "probability": 0.85986328125}, {"start": 1783.44, "end": 1784.02, "word": " demand.", "probability": 0.935546875}, {"start": 1784.66, "end": 1784.88, "word": " If", "probability": 0.94482421875}, {"start": 1784.88, "end": 1785.22, "word": " this", "probability": 0.77490234375}, {"start": 1785.22, "end": 1785.66, "word": " physical", "probability": 0.91796875}, {"start": 1785.66, "end": 1786.12, "word": " demand", "probability": 0.9140625}, {"start": 1786.12, "end": 1786.4, "word": " is", "probability": 0.9296875}, {"start": 1786.4, "end": 1786.62, "word": " not", "probability": 0.94482421875}, {"start": 1786.62, "end": 1787.18, "word": " available", "probability": 0.79345703125}, {"start": 1787.18, "end": 1787.88, "word": " in", "probability": 0.85498046875}, {"start": 1787.88, "end": 1788.06, "word": " the", "probability": 0.91357421875}, {"start": 1788.06, "end": 1788.28, "word": " body", "probability": 0.8095703125}, {"start": 1788.28, "end": 1788.48, "word": " of", "probability": 0.97021484375}, {"start": 1788.48, "end": 1788.62, "word": " the", "probability": 0.8857421875}, {"start": 1788.62, "end": 1788.96, "word": " candidate,", "probability": 0.7822265625}, {"start": 1789.12, "end": 1789.4, "word": " then", "probability": 0.8564453125}, {"start": 1789.4, "end": 1790.1, "word": " this", "probability": 0.88916015625}, {"start": 1790.1, "end": 1790.58, "word": " person", "probability": 0.91552734375}, {"start": 1790.58, "end": 1790.98, "word": " does", "probability": 0.94775390625}, {"start": 1790.98, "end": 1791.38, "word": " not", "probability": 0.95166015625}, {"start": 1791.38, "end": 1792.38, "word": " need", "probability": 0.91845703125}, {"start": 1792.38, "end": 1792.58, "word": " to", "probability": 0.94873046875}, {"start": 1792.58, "end": 1792.86, "word": " have", "probability": 0.90185546875}, {"start": 1792.86, "end": 1793.08, "word": " this", "probability": 0.90869140625}, {"start": 1793.08, "end": 1793.28, "word": " job", "probability": 0.978515625}, {"start": 1793.28, "end": 1793.5, "word": " from", "probability": 0.87158203125}, {"start": 1793.5, "end": 1793.76, "word": " us.", "probability": 0.9375}, {"start": 1794.56, "end": 1794.88, "word": " We", "probability": 0.94482421875}, {"start": 1794.88, "end": 1795.18, "word": " cannot", "probability": 0.85302734375}, {"start": 1795.18, "end": 1795.5, "word": " depend", "probability": 0.78125}, {"start": 1795.5, "end": 1795.66, "word": " on", "probability": 0.943359375}, {"start": 1795.66, "end": 1795.84, "word": " him.", "probability": 0.89892578125}], "temperature": 1.0}, {"id": 67, "seek": 182154, "start": 1796.78, "end": 1821.54, "text": " And listen, in Gaza Strip, more than 90% of the companies, especially in the private sector, they are not subjecting candidates to any health examination or physical examination. And this is a very dangerous and complete wrong practices. Somebody is going to say why? 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But here, as we said in Gaza, more than 90% of the companies are not implementing these procedures. Okay? Go on. Let's talk about the planning process now. Let's talk about job qualification. 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In other words, if certain personal traits are available in your character, for sure this is going to be reflected positively on your sales performance.", "tokens": [440, 2132, 294, 264, 5763, 3497, 11341, 300, 456, 307, 257, 3353, 2480, 1296, 264, 2973, 19526, 295, 264, 5763, 10813, 2051, 365, 641, 7103, 5763, 3389, 13, 682, 661, 2283, 11, 498, 1629, 2973, 19526, 366, 2435, 294, 428, 2517, 11, 337, 988, 341, 307, 516, 281, 312, 15502, 25795, 322, 428, 5763, 3389, 13], "avg_logprob": -0.13644462091880932, "compression_ratio": 1.7083333333333333, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1924.42, "end": 1924.74, "word": " The", "probability": 0.63916015625}, {"start": 1924.74, "end": 1925.36, "word": " research", "probability": 0.93994140625}, {"start": 1925.36, "end": 1925.6, "word": " in", "probability": 0.8984375}, {"start": 1925.6, "end": 1925.78, "word": " the", "probability": 0.375244140625}, {"start": 1925.78, "end": 1926.0, "word": " sales", "probability": 0.84130859375}, {"start": 1926.0, "end": 1926.44, "word": " science", "probability": 0.96533203125}, {"start": 1926.44, "end": 1927.04, "word": " confirmed", "probability": 0.69140625}, {"start": 1927.04, "end": 1928.3, "word": " that", "probability": 0.9169921875}, {"start": 1928.3, "end": 1928.56, "word": " there", "probability": 0.90283203125}, {"start": 1928.56, "end": 1929.0, "word": " is", "probability": 0.91943359375}, {"start": 1929.0, "end": 1929.68, "word": " a", "probability": 0.97265625}, {"start": 1929.68, "end": 1930.0, "word": " positive", "probability": 0.908203125}, {"start": 1930.0, "end": 1930.56, "word": " relationship", "probability": 0.91015625}, {"start": 1930.56, "end": 1931.08, "word": " between", "probability": 0.87841796875}, {"start": 1931.08, "end": 1932.12, "word": " the", "probability": 0.89013671875}, {"start": 1932.12, "end": 1932.52, "word": " personal", "probability": 0.828125}, {"start": 1932.52, "end": 1933.04, "word": " traits", "probability": 0.9580078125}, {"start": 1933.04, "end": 1933.28, "word": " of", "probability": 0.96875}, {"start": 1933.28, "end": 1933.46, "word": " the", "probability": 0.84326171875}, {"start": 1933.46, "end": 1934.08, "word": " salesperson", "probability": 0.86865234375}, {"start": 1934.08, "end": 1934.46, "word": " along", "probability": 0.916015625}, {"start": 1934.46, "end": 1934.72, "word": " with", "probability": 0.88916015625}, {"start": 1934.72, "end": 1935.26, "word": " their", "probability": 0.77783203125}, {"start": 1935.26, "end": 1936.04, "word": " excellent", "probability": 0.7294921875}, {"start": 1936.04, "end": 1936.26, "word": " sales", "probability": 0.919921875}, {"start": 1936.26, "end": 1936.78, "word": " performance.", "probability": 0.88232421875}, {"start": 1938.2, "end": 1938.38, "word": " In", "probability": 0.9287109375}, {"start": 1938.38, "end": 1938.62, "word": " other", "probability": 0.89697265625}, {"start": 1938.62, "end": 1939.04, "word": " words,", "probability": 0.87060546875}, {"start": 1939.6, "end": 1939.82, "word": " if", "probability": 0.9482421875}, {"start": 1939.82, "end": 1940.52, "word": " certain", "probability": 0.87109375}, {"start": 1940.52, "end": 1941.04, "word": " personal", "probability": 0.84765625}, {"start": 1941.04, "end": 1941.42, "word": " traits", "probability": 0.91064453125}, {"start": 1941.42, "end": 1941.76, "word": " are", "probability": 0.9423828125}, {"start": 1941.76, "end": 1942.34, "word": " available", "probability": 0.85791015625}, {"start": 1942.34, "end": 1943.18, "word": " in", "probability": 0.916015625}, {"start": 1943.18, "end": 1943.38, "word": " your", "probability": 0.84814453125}, {"start": 1943.38, "end": 1943.82, "word": " character,", "probability": 0.80517578125}, {"start": 1944.26, "end": 1944.58, "word": " for", "probability": 0.94677734375}, {"start": 1944.58, "end": 1945.02, "word": " sure", "probability": 0.9296875}, {"start": 1945.02, "end": 1945.28, "word": " this", "probability": 0.81982421875}, {"start": 1945.28, "end": 1945.4, "word": " is", "probability": 0.904296875}, {"start": 1945.4, "end": 1945.58, "word": " going", "probability": 0.9365234375}, {"start": 1945.58, "end": 1945.7, "word": " to", "probability": 0.97021484375}, {"start": 1945.7, "end": 1945.82, "word": " be", "probability": 0.9296875}, {"start": 1945.82, "end": 1946.22, "word": " reflected", "probability": 0.857421875}, {"start": 1946.22, "end": 1946.82, "word": " positively", "probability": 0.92919921875}, {"start": 1946.82, "end": 1947.22, "word": " on", "probability": 0.92138671875}, {"start": 1947.22, "end": 1947.94, "word": " your", "probability": 0.86767578125}, {"start": 1947.94, "end": 1948.16, "word": " sales", "probability": 0.92333984375}, {"start": 1948.16, "end": 1948.66, "word": " performance.", "probability": 0.90478515625}], "temperature": 1.0}, {"id": 73, "seek": 197918, "start": 1950.14, "end": 1979.18, "text": " But also, the research added, this isn't enough. In other words, this relationship is going to be more significant, it is going to be stronger if it is accompanied with something called management skills. 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Clear? And this is the meaning of all this information and data. Any question? Any comments about this? Let's give you an example from one of the questions which you might encounter in the final. Listen to this sentence and tell me if it is correct or false. Now listen. 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While we are conducting job analysis. True or false? 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Okay, any question, any comment about today's class? Any question, any comment? See you next time.", "tokens": [16723, 13, 1033, 11, 604, 1168, 11, 604, 2871, 466, 965, 311, 1508, 30, 2639, 1168, 11, 604, 2871, 30, 3008, 291, 958, 565, 13], "avg_logprob": -0.32542067078443676, "compression_ratio": 1.2359550561797752, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2069.2, "end": 2069.7, "word": " Excellent.", "probability": 0.420166015625}, {"start": 2070.96, "end": 2071.2, "word": " Okay,", "probability": 0.40185546875}, {"start": 2071.34, "end": 2071.36, "word": " any", "probability": 0.912109375}, {"start": 2071.36, "end": 2071.64, "word": " question,", "probability": 0.56396484375}, {"start": 2071.74, "end": 2071.82, "word": " any", "probability": 0.7998046875}, {"start": 2071.82, "end": 2072.02, "word": " comment", "probability": 0.5673828125}, {"start": 2072.02, "end": 2072.28, "word": " about", "probability": 0.83544921875}, {"start": 2072.28, "end": 2072.56, "word": " today's", "probability": 0.91162109375}, {"start": 2072.56, "end": 2072.82, "word": " class?", "probability": 0.9794921875}, {"start": 2073.76, "end": 2073.92, "word": " Any", "probability": 0.54931640625}, {"start": 2073.92, "end": 2074.24, "word": " question,", "probability": 0.92724609375}, {"start": 2074.32, "end": 2074.46, "word": " any", "probability": 0.90625}, {"start": 2074.46, "end": 2074.82, "word": " comment?", "probability": 0.93505859375}, {"start": 2075.5, "end": 2076.0, "word": " See", "probability": 0.845703125}, {"start": 2076.0, "end": 2076.08, "word": " you", "probability": 0.96826171875}, {"start": 2076.08, "end": 2076.22, "word": " next", "probability": 0.939453125}, {"start": 2076.22, "end": 2076.48, "word": " time.", "probability": 0.88134765625}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 2077.257125, "duration_after_vad": 1985.5287499999954} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..ae2c7b65e95c6c7962eb36c6590bc35a5164b68f --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/8Dk-k5lloyM_raw.srt @@ -0,0 +1,2076 @@ +1 +00:00:20,860 --> 00:00:25,920 +Okay, good morning. Listen, chapter number seven, + +2 +00:00:26,080 --> 00:00:29,920 +it revolves around something called HR, human + +3 +00:00:29,920 --> 00:00:33,100 +resources. We are going to talk about the human + +4 +00:00:33,100 --> 00:00:36,860 +resources and the selection of the best sales + +5 +00:00:36,860 --> 00:00:39,840 +persons who are going to work with our own sales + +6 +00:00:39,840 --> 00:00:46,160 +organizations. Therefore, the title of chapter is + +7 +00:00:46,160 --> 00:00:48,360 +called recruiting and selection sales personnel. + +8 +00:00:49,430 --> 00:00:52,790 +Let's talk about this. The chapter is organized + +9 +00:00:52,790 --> 00:00:56,510 +through four stages. Stage number one as you can + +10 +00:00:56,510 --> 00:01:00,670 +see recruitment and selection planning. We will + +11 +00:01:00,670 --> 00:01:03,030 +talk about it in a very detailed way in today's + +12 +00:01:03,030 --> 00:01:08,040 +class. In the coming classes, we will review and + +13 +00:01:08,040 --> 00:01:11,080 +examine the rest of these three stages, beginning + +14 +00:01:11,080 --> 00:01:14,420 +from stage number two, recruit candidates, stage + +15 +00:01:14,420 --> 00:01:17,980 +number three, select prospects, where the word + +16 +00:01:17,980 --> 00:01:21,980 +prospect means best candidates to work as a + +17 +00:01:21,980 --> 00:01:25,250 +salesperson. best candidates to work as + +18 +00:01:25,250 --> 00:01:28,550 +salesperson. And finally, we are going to conclude + +19 +00:01:28,550 --> 00:01:31,270 +by something called validating the process of + +20 +00:01:31,270 --> 00:01:35,210 +recruitment and selection. So these are briefly + +21 +00:01:35,210 --> 00:01:40,490 +the four major processes which we will review in + +22 +00:01:40,490 --> 00:01:44,990 +chapter number seven. Let's begin. As you started + +23 +00:01:44,990 --> 00:01:51,430 +in the HR, do you think we can hire somebody or we + +24 +00:01:51,430 --> 00:01:55,130 +can Talk about employment without something called + +25 +00:01:55,130 --> 00:01:59,950 +planning? No. Why? Because planning, it looks like + +26 +00:01:59,950 --> 00:02:03,550 +the glasses which we are looking through. Without + +27 +00:02:03,550 --> 00:02:05,610 +planning, we are going to be like the blind driver + +28 +00:02:05,610 --> 00:02:09,390 +who is driving a car blindly. And what is going to + +29 +00:02:09,390 --> 00:02:11,870 +happen by then? An accident. An accident. The same + +30 +00:02:11,870 --> 00:02:15,310 +thing with companies and firms. Therefore, we + +31 +00:02:15,310 --> 00:02:17,890 +cannot talk about something called employment + +32 +00:02:17,890 --> 00:02:20,780 +process without something called planning. Now in + +33 +00:02:20,780 --> 00:02:23,340 +planning, we are going to talk about personnel + +34 +00:02:23,340 --> 00:02:28,720 +needs, company culture, job analysis, job + +35 +00:02:28,720 --> 00:02:31,920 +qualification. These job qualifications, sometimes + +36 +00:02:31,920 --> 00:02:34,880 +we call them job specifications. They are the + +37 +00:02:34,880 --> 00:02:41,080 +same. They are the same. Okay? And also we are + +38 +00:02:41,080 --> 00:02:43,080 +going to talk about the legality of job + +39 +00:02:43,080 --> 00:02:45,700 +qualification, which we mean job specifications. + +40 +00:02:46,040 --> 00:02:50,610 +They are simultaneous in the sales textbook. So + +41 +00:02:50,610 --> 00:02:53,090 +let's begin talking about the first thing, which + +42 +00:02:53,090 --> 00:02:58,290 +is planning process. Now listen, somebody is going + +43 +00:02:58,290 --> 00:03:01,750 +to say, whenever we are going to talk about the + +44 +00:03:01,750 --> 00:03:04,830 +planning process, are we talking about a process + +45 +00:03:04,830 --> 00:03:08,990 +which is going to be natural and it is going to be + +46 +00:03:08,990 --> 00:03:11,830 +free value? In other words, it will not be an + +47 +00:03:11,830 --> 00:03:15,270 +influence planning factor? Of course not. So we + +48 +00:03:15,270 --> 00:03:18,240 +are talking about various factors. which is going + +49 +00:03:18,240 --> 00:03:20,100 +to influence the recruiting and planning process. + +50 +00:03:20,840 --> 00:03:24,860 +Factors like what? For example, company culture, + +51 +00:03:27,120 --> 00:03:32,460 +company culture, the culture which includes + +52 +00:03:32,460 --> 00:03:37,420 +beliefs, attitudes, values, thoughts and so on. + +53 +00:03:38,040 --> 00:03:40,740 +All these things are going to influence what? The + +54 +00:03:40,740 --> 00:03:44,220 +process of recruitment and planning and selection. + +55 +00:03:45,060 --> 00:03:47,220 +Also, we are talking about the analysis of + +56 +00:03:47,220 --> 00:03:51,660 +personnel needs, which means if the analysis of + +57 +00:03:51,660 --> 00:03:54,820 +the personnel needs found that we do not need to + +58 +00:03:54,820 --> 00:03:58,320 +hire somebody, then we are not going to hire + +59 +00:03:58,320 --> 00:04:04,680 +anybody. But if the planning shows us or told us + +60 +00:04:04,680 --> 00:04:08,620 +we need some personnel, a new personnel, then we + +61 +00:04:08,620 --> 00:04:11,250 +are going to hire a new personnel. Also, we are + +62 +00:04:11,250 --> 00:04:13,430 +talking about job description with necessary job + +63 +00:04:13,430 --> 00:04:15,890 +qualification. All these are factors which + +64 +00:04:15,890 --> 00:04:20,150 +influence the planning process of recruitment. We + +65 +00:04:20,150 --> 00:04:22,230 +will talk about them in a very detailed way after + +66 +00:04:22,230 --> 00:04:25,570 +a while. So, proper planning will help ensure the + +67 +00:04:25,570 --> 00:04:28,330 +success of the recruiting process and provide more + +68 +00:04:28,330 --> 00:04:34,030 +time for locating the best candidates. Now listen, + +69 +00:04:35,090 --> 00:04:41,100 +let's begin. We are going to begin talking about + +70 +00:04:41,100 --> 00:04:46,120 +factor number one which is personnel needs. All + +71 +00:04:46,120 --> 00:04:49,640 +the time remember we are going to need to hire a + +72 +00:04:49,640 --> 00:04:52,420 +new personnel under various circumstances. + +73 +00:04:54,060 --> 00:04:57,100 +Circumstance number one if we are going to have + +74 +00:04:57,100 --> 00:05:01,020 +goal which is called growth targets. Let's give + +75 +00:05:01,020 --> 00:05:04,560 +example. Imagine you are going to be a seller or a + +76 +00:05:04,560 --> 00:05:08,580 +businesswoman who is having a branch in Gaza. If + +77 +00:05:08,580 --> 00:05:11,540 +you decided after two or three years that you have + +78 +00:05:11,540 --> 00:05:14,800 +enough profit to initiate another branch in the + +79 +00:05:14,800 --> 00:05:16,980 +middle market or in the southern market or in + +80 +00:05:16,980 --> 00:05:21,060 +another market, then is this a policy of growth? + +81 +00:05:21,240 --> 00:05:24,340 +Yes. Does it need further and new staff members? + +82 +00:05:24,580 --> 00:05:29,380 +Yes. Then we can say that growth target, sales + +83 +00:05:29,380 --> 00:05:32,040 +growth target is considered to be a factor which + +84 +00:05:32,040 --> 00:05:36,470 +is influencing the recruitment process. Factor + +85 +00:05:36,470 --> 00:05:40,590 +number two, distribution strategies. If your + +86 +00:05:40,590 --> 00:05:43,510 +company is going to adopt new policies, new paths, + +87 +00:05:43,650 --> 00:05:49,010 +new ways of distribution, then we need to hire and + +88 +00:05:49,010 --> 00:05:53,190 +to depend on a new and extra personnel. So because + +89 +00:05:53,190 --> 00:05:56,130 +of this we are saying distribution strategies is + +90 +00:05:56,130 --> 00:05:59,450 +another factor which is influencing the + +91 +00:05:59,450 --> 00:06:02,860 +recruitment process. And the same thing changes in + +92 +00:06:02,860 --> 00:06:05,600 +the sales force organization and finally sales + +93 +00:06:05,600 --> 00:06:08,340 +force turnover. All these things they are + +94 +00:06:08,340 --> 00:06:11,300 +influencing the recruitment process. We will talk + +95 +00:06:11,300 --> 00:06:13,400 +about turnover in a very detailed way after a + +96 +00:06:13,400 --> 00:06:16,980 +while. Now, understanding the reasons for the + +97 +00:06:16,980 --> 00:06:19,700 +sales person turnover is an important factor in + +98 +00:06:19,700 --> 00:06:22,980 +assessing personnel needs. Now let's define what + +99 +00:06:22,980 --> 00:06:26,630 +is the meaning of turnover. What does it mean + +100 +00:06:26,630 --> 00:06:29,930 +turnover? It's the percentage of sales people that + +101 +00:06:29,930 --> 00:06:33,110 +leave the work every year and it equals the people + +102 +00:06:33,110 --> 00:06:35,270 +that leave divided by the total number of sales. + +103 +00:06:35,290 --> 00:06:38,810 +Excellent. Excellent. What's the meaning of job + +104 +00:06:38,810 --> 00:06:44,110 +rotation? Job rotation. So we are talking about + +105 +00:06:44,110 --> 00:06:49,770 +job turnover and we are talking about job + +106 +00:06:49,770 --> 00:06:51,150 +rotation. + +107 +00:06:54,680 --> 00:06:58,240 +Job rotation means that we select another sales + +108 +00:06:58,240 --> 00:07:01,000 +people to substitute his work and work another job + +109 +00:07:01,000 --> 00:07:04,200 +in the same company. He will take the job of + +110 +00:07:04,200 --> 00:07:06,380 +another sales person or another member in the + +111 +00:07:06,380 --> 00:07:10,680 +organization. Very, very, very good. So turnover, + +112 +00:07:11,400 --> 00:07:14,280 +this is something harmful. We say it is negative. + +113 +00:07:16,080 --> 00:07:18,480 +But job rotation is positive. + +114 +00:07:20,980 --> 00:07:25,020 +turnover means in Arabic معدل الدوران في العمل job + +115 +00:07:25,020 --> 00:07:29,960 +rotation means in Arabic التدوير الوظيفة now the + +116 +00:07:29,960 --> 00:07:33,780 +turnover means as Hanin said we are going to talk + +117 +00:07:33,780 --> 00:07:36,260 +about the total number of employees who are going + +118 +00:07:36,260 --> 00:07:40,980 +to leave us leave our company why? for various + +119 +00:07:40,980 --> 00:07:45,060 +reasons either retirement either finding a better + +120 +00:07:45,060 --> 00:07:51,700 +job either accident health reasons and so on This + +121 +00:07:51,700 --> 00:07:54,880 +rate of turnover, this rate of separated personnel + +122 +00:07:54,880 --> 00:07:59,680 +from our company is something harmful, is + +123 +00:07:59,680 --> 00:08:03,800 +something damaging. Why is it damaging? Simply + +124 +00:08:03,800 --> 00:08:07,780 +because we are going to lose experienced staff + +125 +00:08:07,780 --> 00:08:12,180 +members and we are going to pay extra time, extra + +126 +00:08:12,180 --> 00:08:14,720 +effort and extra money to replace them or + +127 +00:08:14,720 --> 00:08:19,390 +substitute them. God knows after this investment, + +128 +00:08:19,890 --> 00:08:22,570 +this new replacement might not be good enough, + +129 +00:08:23,030 --> 00:08:27,050 +like the previous one who left us. In addition, + +130 +00:08:27,950 --> 00:08:31,410 +this experienced staff members who left us, they + +131 +00:08:31,410 --> 00:08:35,210 +are going to use our experiences, our strategies + +132 +00:08:35,210 --> 00:08:40,910 +with our own competitors. In addition, the very + +133 +00:08:40,910 --> 00:08:44,370 +high rate of turnover is reflecting the fact that + +134 +00:08:44,370 --> 00:08:50,870 +our company is lacking stability. So all these + +135 +00:08:50,870 --> 00:08:55,170 +things are showing to us that the high rate of + +136 +00:08:55,170 --> 00:08:59,990 +turnover is something harmful and passive, in + +137 +00:08:59,990 --> 00:09:04,590 +contrast with job rotation. As Hanin said, in job + +138 +00:09:04,590 --> 00:09:09,350 +rotation, We are going as internal employees, we + +139 +00:09:09,350 --> 00:09:11,950 +are going to substitute and diversify our + +140 +00:09:11,950 --> 00:09:15,730 +experiences. How? If a man is working as an + +141 +00:09:15,730 --> 00:09:18,590 +accountant, we are going to give her extra + +142 +00:09:18,590 --> 00:09:22,270 +training for about one month training to work as a + +143 +00:09:22,270 --> 00:09:25,710 +salesperson. If Hanin is a salesperson, we are + +144 +00:09:25,710 --> 00:09:28,810 +going to give her the same period of time to + +145 +00:09:28,810 --> 00:09:32,630 +diversify and experiment new tasks related to + +146 +00:09:32,630 --> 00:09:38,160 +accounting and so on. The job rotation is good + +147 +00:09:38,160 --> 00:09:42,420 +because if somebody got absent from his or her + +148 +00:09:42,420 --> 00:09:46,080 +work for one reason or another, this means the + +149 +00:09:46,080 --> 00:09:52,640 +work will not be crumbled. Work will go on. Why? + +150 +00:09:53,120 --> 00:09:56,900 +Because we can find a good internal employee who + +151 +00:09:56,900 --> 00:10:01,400 +is already used to master the work and the tasks + +152 +00:10:01,400 --> 00:10:03,460 +and the responsibilities of this absent employee. + +153 +00:10:04,380 --> 00:10:08,360 +of this absenteeism. Because of this we are saying + +154 +00:10:08,360 --> 00:10:11,320 +job retention is positive other times while + +155 +00:10:11,320 --> 00:10:17,060 +turnover is passive, negative, gone. So turnover + +156 +00:10:17,060 --> 00:10:21,060 +means a rate at which salesperson leave jobs. Or + +157 +00:10:21,060 --> 00:10:24,220 +this leaving might be attributed to various + +158 +00:10:24,220 --> 00:10:28,320 +reasons as we said death, retirement, sickness, + +159 +00:10:28,680 --> 00:10:31,600 +finding a better job and so on. Which is + +160 +00:10:31,600 --> 00:10:36,180 +calculated which is calculated using the following + +161 +00:10:36,180 --> 00:10:38,940 +formula. The formula is saying turnover rate + +162 +00:10:38,940 --> 00:10:44,660 +equals separation per year divided by the average + +163 +00:10:44,660 --> 00:10:49,920 +size of Salesforce. Let's give example. So if 30 + +164 +00:10:49,920 --> 00:10:52,800 +people leave each year and the size of Salesforce + +165 +00:10:52,800 --> 00:10:57,080 +in our company is about 150, then the rate of the + +166 +00:10:57,080 --> 00:11:01,020 +turnover is going to be 30 divided by 150 and the + +167 +00:11:01,020 --> 00:11:05,150 +answer is going to be 20%. Now the science of the + +168 +00:11:05,150 --> 00:11:08,250 +Acharya is saying to calculate the percentage + +169 +00:11:08,250 --> 00:11:13,170 +isn't important more than finding what are the + +170 +00:11:13,170 --> 00:11:16,890 +truths and the findings behind the number. Because + +171 +00:11:16,890 --> 00:11:19,430 +of this we are saying the number is nothing as a + +172 +00:11:19,430 --> 00:11:23,930 +number. What is important? To interpret this + +173 +00:11:23,930 --> 00:11:27,950 +number. To understand one simple thing which is + +174 +00:11:27,950 --> 00:11:34,160 +why people are leaving us. Why these employees are + +175 +00:11:34,160 --> 00:11:39,660 +leaving us? What are the reasons behind that? So + +176 +00:11:39,660 --> 00:11:44,520 +as HR officer, you are charged of identifying the + +177 +00:11:44,520 --> 00:11:47,940 +major reasons which are encouraging or motivating + +178 +00:11:47,940 --> 00:11:53,260 +employees to leave our own organization. Okay? + +179 +00:11:54,040 --> 00:11:59,600 +Move on. Listen here. If you are going to ask this + +180 +00:11:59,600 --> 00:12:05,510 +following question, Can any organization remain or + +181 +00:12:05,510 --> 00:12:11,030 +keep turnover rate at zero? Of course not. In + +182 +00:12:11,030 --> 00:12:15,230 +other words, turnover is something natural and it + +183 +00:12:15,230 --> 00:12:18,230 +is going to happen in any organization regardless + +184 +00:12:18,230 --> 00:12:23,670 +of its history, background, nationality, wealth, + +185 +00:12:24,390 --> 00:12:29,930 +resources, etc. But where is the challenge? The + +186 +00:12:29,930 --> 00:12:33,170 +challenge is to keep the level or the rate of + +187 +00:12:33,170 --> 00:12:37,210 +turnover to be minimal as much as we can. This is + +188 +00:12:37,210 --> 00:12:42,710 +our own challenge. To keep it minimal. Okay? Now + +189 +00:12:42,710 --> 00:12:46,610 +go on. This is statistics which were collected + +190 +00:12:46,610 --> 00:12:51,070 +about some of the American firms in 2006. These + +191 +00:12:51,070 --> 00:12:54,390 +firms were divided into three sectors, consumer, + +192 +00:12:54,630 --> 00:12:58,770 +industrial and services. If you are going to look + +193 +00:12:58,770 --> 00:13:01,090 +at the percentage or the rate of turnover + +194 +00:13:01,090 --> 00:13:04,910 +regarding these three sectors of firms, you are + +195 +00:13:04,910 --> 00:13:08,450 +going to find that the biggest one is about 60-60% + +196 +00:13:08,450 --> 00:13:13,610 +turnover which is facing services firms or service + +197 +00:13:13,610 --> 00:13:17,550 +firms. This is considered to be the biggest + +198 +00:13:17,550 --> 00:13:23,510 +percentage of turnover in service. Now the + +199 +00:13:23,510 --> 00:13:26,810 +question is why? If you are going to tell me why, + +200 +00:13:26,910 --> 00:13:30,430 +I'm going to give you two points bonus. Because in + +201 +00:13:30,430 --> 00:13:32,130 +the service sector we can notice that there is + +202 +00:13:32,130 --> 00:13:34,170 +information technology and there is new + +203 +00:13:34,170 --> 00:13:38,090 +telecommunication because that for each year there + +204 +00:13:38,090 --> 00:13:41,370 +is new things, there is new inventions so that new + +205 +00:13:41,370 --> 00:13:43,430 +companies will be established, new jobs will be + +206 +00:13:43,430 --> 00:13:48,990 +created so that people will leave us and turnover + +207 +00:13:48,990 --> 00:13:52,950 +rate will increase. This is one reason. Another + +208 +00:13:52,950 --> 00:13:53,290 +reason. + +209 +00:13:59,900 --> 00:14:02,940 +If there is telecommunication technology, you have + +210 +00:14:02,940 --> 00:14:06,140 +said that people will leave us and also + +211 +00:14:08,640 --> 00:14:12,600 +One point, another reason Sam? Because in services + +212 +00:14:12,600 --> 00:14:17,700 +we perform our services for human being customers + +213 +00:14:17,700 --> 00:14:24,780 +and their human beings have complex needs and we + +214 +00:14:24,780 --> 00:14:31,480 +must be changeable in their needs and we need some + +215 +00:14:31,480 --> 00:14:34,980 +salesperson to know how to deal with them with + +216 +00:14:34,980 --> 00:14:40,130 +them customers and sometimes we So Siham, you are + +217 +00:14:40,130 --> 00:14:42,990 +paraphrasing what Hanin said. You are right. Both + +218 +00:14:42,990 --> 00:14:46,790 +of you are right. Whenever we are going to talk + +219 +00:14:46,790 --> 00:14:49,370 +about service, as Hanin and Siham said, the + +220 +00:14:49,370 --> 00:14:52,670 +backbone or the background of this service sector + +221 +00:14:52,670 --> 00:14:56,490 +is founded on information technology. This + +222 +00:14:56,490 --> 00:14:59,490 +information technology is updating and upgrading + +223 +00:14:59,490 --> 00:15:03,790 +continuously, very quickly. So this quick change + +224 +00:15:03,790 --> 00:15:06,670 +in the nature of the service work is going to be + +225 +00:15:06,670 --> 00:15:09,830 +one of the reasons for The high rate of turnover. + +226 +00:15:10,810 --> 00:15:13,570 +But this is not the whole story. The story has + +227 +00:15:13,570 --> 00:15:15,570 +another part which is skills and experience. + +228 +00:15:16,210 --> 00:15:19,330 +Skills and experience is related to the knowledge. + +229 +00:15:19,470 --> 00:15:21,930 +That's it. So it is related to the first reason + +230 +00:15:21,930 --> 00:15:24,030 +which we explained. We do not want to repeat + +231 +00:15:24,030 --> 00:15:25,970 +ourselves all the time. Another reason. + +232 +00:15:26,130 --> 00:15:29,830 +Intangible. Service is intangible. So we cannot + +233 +00:15:29,830 --> 00:15:33,950 +lose the sales volume which they put on the + +234 +00:15:33,950 --> 00:15:38,650 +products. Okay, you're weird, but this is the + +235 +00:15:38,650 --> 00:15:45,170 +point. Listen, listen, as we said till 17th + +236 +00:15:45,170 --> 00:15:50,170 +century, the whole economies all over the world, + +237 +00:15:50,270 --> 00:15:52,310 +they were founded on one word, which is + +238 +00:15:52,310 --> 00:15:53,110 +agriculture. + +239 +00:15:55,710 --> 00:15:59,210 +Which means till 17th century, any country can be + +240 +00:15:59,210 --> 00:16:04,640 +named to be a rich or a poor country if their own + +241 +00:16:04,640 --> 00:16:07,320 +individuals can grow the land and feed their own + +242 +00:16:07,320 --> 00:16:10,800 +people. So if they have agriculture, we will say + +243 +00:16:10,800 --> 00:16:14,120 +directly their economy is strong. If they do not + +244 +00:16:14,120 --> 00:16:16,420 +have agriculture capacity, we will say their + +245 +00:16:16,420 --> 00:16:21,680 +economy is poor and bad. This fact remained till + +246 +00:16:21,680 --> 00:16:24,580 +17th century, where we began talking about the + +247 +00:16:24,580 --> 00:16:29,900 +creation of engine, steam engine. Then we began a + +248 +00:16:29,900 --> 00:16:32,640 +new age, which is the age of industrialization. + +249 +00:16:33,530 --> 00:16:35,530 +So, at the age of industrialization, + +250 +00:16:39,230 --> 00:16:42,750 +all communities began to depend on + +251 +00:16:42,750 --> 00:16:46,430 +industrialization. And now, any economy in any + +252 +00:16:46,430 --> 00:16:49,450 +country can be named to be Songurbur if this + +253 +00:16:49,450 --> 00:16:53,050 +economy is industrialized or not. This fact + +254 +00:16:53,050 --> 00:16:58,390 +remained till 1950. In 1950, the situation began + +255 +00:16:58,390 --> 00:17:01,500 +to change also. We began talking about two things. + +256 +00:17:01,600 --> 00:17:06,740 +First, computer invention and second, we began + +257 +00:17:06,740 --> 00:17:11,260 +talking about internet. These two things led to + +258 +00:17:11,260 --> 00:17:12,620 +something called service. + +259 +00:17:15,040 --> 00:17:19,420 +Now services is considered to be the biggest size, + +260 +00:17:19,560 --> 00:17:21,960 +the biggest volume in any economy in any country. + +261 +00:17:23,320 --> 00:17:27,230 +In other words, If a national economy, regardless + +262 +00:17:27,230 --> 00:17:30,430 +of its country, has a big component of something + +263 +00:17:30,430 --> 00:17:33,930 +called share of the sector, then for sure their + +264 +00:17:33,930 --> 00:17:38,170 +economy is going to be prosperous and strong. And + +265 +00:17:38,170 --> 00:17:41,970 +the opposite is true. Let's give example. Let's + +266 +00:17:41,970 --> 00:17:43,870 +look at the economy of the United Arab Emirates. + +267 +00:17:44,650 --> 00:17:48,860 +In United Arab Emirates, This country, somebody + +268 +00:17:48,860 --> 00:17:52,080 +might say they are dependent or heavily dependent + +269 +00:17:52,080 --> 00:17:57,940 +on petroleum. You are mistaken. Petroleum industry + +270 +00:17:57,940 --> 00:18:03,040 +is having a very limited space within the Emirati + +271 +00:18:03,040 --> 00:18:07,340 +economy. The biggest component of their economy is + +272 +00:18:07,340 --> 00:18:13,160 +founded on service. Let's give examples. All the + +273 +00:18:13,160 --> 00:18:15,500 +goods and the products which is going to invade + +274 +00:18:15,500 --> 00:18:18,120 +and enter Gulf markets they must pass through + +275 +00:18:18,120 --> 00:18:23,260 +United Arab Emirates ports. So United Arab + +276 +00:18:23,260 --> 00:18:27,660 +Emirates it is a centralized area where they are + +277 +00:18:27,660 --> 00:18:30,860 +going to collect and then redistribute the whole + +278 +00:18:30,860 --> 00:18:34,160 +goods and the products to the Gulf area. Is this + +279 +00:18:34,160 --> 00:18:37,040 +service activity? It is service activity. But why? + +280 +00:18:37,560 --> 00:18:40,420 +We are talking about shipment work. We are talking + +281 +00:18:40,420 --> 00:18:43,280 +about export work. We are talking about import + +282 +00:18:43,280 --> 00:18:47,920 +work. In addition, even though this country is + +283 +00:18:47,920 --> 00:18:50,860 +considered to be a desert country, but also it is + +284 +00:18:50,860 --> 00:18:53,800 +heavily dependent on something called tourism. But + +285 +00:18:53,800 --> 00:18:57,340 +tourism, is it a service? It's a service and so + +286 +00:18:57,340 --> 00:19:02,510 +on. Nowadays, service began occupying the biggest + +287 +00:19:02,510 --> 00:19:07,450 +component within national economies. So if the + +288 +00:19:07,450 --> 00:19:09,550 +service sector is the biggest, for sure the + +289 +00:19:09,550 --> 00:19:11,930 +turnover rate is going to be the biggest as well. + +290 +00:19:14,770 --> 00:19:19,490 +These are the two major reasons for why the + +291 +00:19:19,490 --> 00:19:22,590 +service sector is suffering from a high rate of + +292 +00:19:22,590 --> 00:19:22,870 +turnover. + +293 +00:19:25,670 --> 00:19:28,630 +The first one according to the information + +294 +00:19:28,630 --> 00:19:31,110 +technology and the second because the service + +295 +00:19:31,110 --> 00:19:35,650 +sector is the biggest component within national + +296 +00:19:35,650 --> 00:19:40,530 +economies. Everything depends on service. Not + +297 +00:19:40,530 --> 00:19:48,170 +everything. Economy has different phases. phase + +298 +00:19:48,170 --> 00:19:50,750 +which is called industrialization, phase which is + +299 +00:19:50,750 --> 00:19:53,270 +called agriculture and phase which is called + +300 +00:19:53,270 --> 00:19:57,190 +service. Service now under this technological era + +301 +00:19:57,190 --> 00:20:00,830 +is considered to be the biggest out of these three + +302 +00:20:00,830 --> 00:20:03,710 +components which are forming any national economy, + +303 +00:20:04,150 --> 00:20:09,330 +which are forming any national economy. Clear? Any + +304 +00:20:09,330 --> 00:20:13,370 +question or comments about this? Move on. Look at + +305 +00:20:13,370 --> 00:20:15,290 +these statistics. What can you see here? + +306 +00:20:18,960 --> 00:20:21,640 +What can you see here from these statistics? + +307 +00:20:26,900 --> 00:20:29,360 +You are going to find that the highest turnover + +308 +00:20:29,360 --> 00:20:33,940 +were the retail industry. And what is the lowest? + +309 +00:20:35,900 --> 00:20:39,920 +Banking. These are statistics which were collected + +310 +00:20:39,920 --> 00:20:44,720 +from American companies in 2006. So the retailers, + +311 +00:20:44,980 --> 00:20:48,580 +they are suffering from the highest rate of + +312 +00:20:48,580 --> 00:20:53,300 +turnover. Let's go now. We finished from something + +313 +00:20:53,300 --> 00:20:56,960 +called personnel needs. The second factor which is + +314 +00:20:56,960 --> 00:21:00,400 +influencing the process of planning is company + +315 +00:21:00,400 --> 00:21:03,840 +culture. Look at here. We defined culture before a + +316 +00:21:03,840 --> 00:21:08,000 +while. What did we say? Values, norms, attitudes, + +317 +00:21:08,380 --> 00:21:12,630 +beliefs and so on. Listen here. How the culture or + +318 +00:21:12,630 --> 00:21:15,690 +how the company culture is going to influence our + +319 +00:21:15,690 --> 00:21:18,770 +planning process regarding recruitment. Look at + +320 +00:21:18,770 --> 00:21:22,150 +this. We will talk about two scenarios. Scenario + +321 +00:21:22,150 --> 00:21:26,490 +number one, which is saying the following. We as a + +322 +00:21:26,490 --> 00:21:28,670 +management of the firm or the company, we believe + +323 +00:21:28,670 --> 00:21:32,090 +that human resources are the wealthiest and the + +324 +00:21:32,090 --> 00:21:36,270 +most important assets. Therefore, we will continue + +325 +00:21:36,270 --> 00:21:40,360 +attracting and retaining our staff members. This + +326 +00:21:40,360 --> 00:21:44,780 +is our culture, this is our belief. So if one of + +327 +00:21:44,780 --> 00:21:47,320 +the employees is going to apply for resignation, + +328 +00:21:48,300 --> 00:21:50,640 +the management is going to hurry after him or her + +329 +00:21:50,640 --> 00:21:54,780 +and they will tell them, why you are leaving us? + +330 +00:21:56,040 --> 00:21:58,660 +The response might be for example, you know I + +331 +00:21:58,660 --> 00:22:01,880 +found a better job. Then the manager or the + +332 +00:22:01,880 --> 00:22:05,040 +management is going to tell him or her, what was + +333 +00:22:05,040 --> 00:22:08,960 +the increase of the salary or the offer? The + +334 +00:22:08,960 --> 00:22:12,420 +resigned employee might say, 10% increase or 5% + +335 +00:22:12,420 --> 00:22:14,960 +increase. Then the management will say directly, + +336 +00:22:15,400 --> 00:22:18,840 +we will give you 7% increase, but please remain + +337 +00:22:18,840 --> 00:22:22,820 +with us. Why the manager is speaking in this way? + +338 +00:22:23,320 --> 00:22:25,260 +Because this is the culture which we believe in. + +339 +00:22:25,940 --> 00:22:30,000 +This is one scenario. Another scenario, the + +340 +00:22:30,000 --> 00:22:32,580 +management is going to say, if you are going to + +341 +00:22:32,580 --> 00:22:35,340 +leave us, that's fine, our door is open for you. + +342 +00:22:36,650 --> 00:22:39,350 +To hell, we do not care. We can replace you + +343 +00:22:39,350 --> 00:22:43,790 +directly. Why here we are talking about another + +344 +00:22:43,790 --> 00:22:48,410 +kind of culture, another kind of response? Because + +345 +00:22:48,410 --> 00:22:51,330 +this is the thing which we believe in. Because of + +346 +00:22:51,330 --> 00:22:54,790 +this, we are saying company culture does influence + +347 +00:22:54,790 --> 00:23:01,470 +the planning process of recruitment. Clear? Go on. + +348 +00:23:02,670 --> 00:23:05,230 +A third thing which is called job analysis. Listen + +349 +00:23:05,230 --> 00:23:05,590 +here. + +350 +00:23:12,120 --> 00:23:17,040 +Now, I think you studied this in the HR. In the + +351 +00:23:17,040 --> 00:23:21,340 +planning process, all the time remember, if you + +352 +00:23:21,340 --> 00:23:23,260 +would like to initiate a planning process for + +353 +00:23:23,260 --> 00:23:26,640 +recruitment, we cannot do that without something + +354 +00:23:26,640 --> 00:23:27,900 +called job analysis. + +355 +00:23:31,560 --> 00:23:33,760 +Now, the job analysis, it looks like the mother. + +356 +00:23:34,440 --> 00:23:37,220 +With this mother, it does have two daughters. + +357 +00:23:37,990 --> 00:23:40,470 +Daughter number one, we called it job description. + +358 +00:23:42,410 --> 00:23:45,650 +Exactly. My second daughter, whose name is job + +359 +00:23:45,650 --> 00:23:47,270 +specification. + +360 +00:23:49,550 --> 00:23:52,170 +And in this book, sometimes they are saying job + +361 +00:23:52,170 --> 00:23:53,230 +qualification. + +362 +00:23:58,050 --> 00:24:03,070 +Now listen, in the job description, we are + +363 +00:24:03,070 --> 00:24:05,550 +referring to various things related to job, + +364 +00:24:05,630 --> 00:24:09,820 +including tasks, Responsibilities? + +365 +00:24:13,740 --> 00:24:15,060 +Duties? + +366 +00:24:18,300 --> 00:24:19,340 +Reported relationship? + +367 +00:24:24,140 --> 00:24:30,460 +Listen, anything related to job. Anything related + +368 +00:24:30,460 --> 00:24:36,710 +to job. This is what? These are the things which + +369 +00:24:36,710 --> 00:24:41,390 +we should examine under job description. And job + +370 +00:24:41,390 --> 00:24:44,230 +qualification or specification, we are talking + +371 +00:24:44,230 --> 00:24:49,750 +about this thing. Exactly. We are talking about + +372 +00:24:49,750 --> 00:24:53,250 +the employee himself or herself. This employee + +373 +00:24:53,250 --> 00:25:00,750 +including his character, skills, experience, + +374 +00:25:01,390 --> 00:25:01,790 +knowledge, + +375 +00:25:12,500 --> 00:25:15,320 +Education. All these things are related to the + +376 +00:25:15,320 --> 00:25:18,840 +employee which is focused or coming from job + +377 +00:25:18,840 --> 00:25:24,060 +specification or job qualification. Now, we as HR, + +378 +00:25:24,640 --> 00:25:28,540 +we cannot do a job analysis without doing these + +379 +00:25:28,540 --> 00:25:32,520 +two things. A job description along with job + +380 +00:25:32,520 --> 00:25:35,240 +specification. If we are going to mix the two, + +381 +00:25:35,340 --> 00:25:39,280 +then the outcome is going to be job analysis. the + +382 +00:25:39,280 --> 00:25:44,060 +outcome is going to be job analysis now listen how + +383 +00:25:44,060 --> 00:25:47,480 +we are making the job description we are making + +384 +00:25:47,480 --> 00:25:49,920 +job description through two ways number one + +385 +00:25:49,920 --> 00:25:57,360 +interviews and number two questionnaires and let's + +386 +00:25:57,360 --> 00:26:01,260 +talk about one interview and questionnaire and + +387 +00:26:01,260 --> 00:26:08,200 +let's talk about them interview means If a man is + +388 +00:26:08,200 --> 00:26:12,300 +working as a salesperson, I'm going to bring a + +389 +00:26:12,300 --> 00:26:14,160 +series of questions where I'm going to interview + +390 +00:26:14,160 --> 00:26:18,320 +her. I'm going to ask her the first question, what + +391 +00:26:18,320 --> 00:26:19,840 +are the major responsibilities which you are + +392 +00:26:19,840 --> 00:26:23,920 +performing? Second, what are the major tasks which + +393 +00:26:23,920 --> 00:26:27,460 +you are responsible for? Third, what do you think + +394 +00:26:27,460 --> 00:26:30,900 +the best skills which must be available in the + +395 +00:26:30,900 --> 00:26:35,340 +outperformed salesperson? and so on. Her answers + +396 +00:26:35,340 --> 00:26:37,400 +are going to be the database by which I am going + +397 +00:26:37,400 --> 00:26:41,320 +to make the job description. Sometimes I'm not + +398 +00:26:41,320 --> 00:26:43,500 +going to adopt on the interview approach but on + +399 +00:26:43,500 --> 00:26:46,580 +the questionnaire approach. How? Imagine all of + +400 +00:26:46,580 --> 00:26:49,980 +you are salesperson then I'm going to tell you + +401 +00:26:49,980 --> 00:26:52,420 +this is a questionnaire where I'm asking you + +402 +00:26:52,420 --> 00:26:55,080 +kindly to fill the questionnaires within 15 + +403 +00:26:55,080 --> 00:26:57,720 +minutes or 20 minutes. After you are done I'm + +404 +00:26:57,720 --> 00:27:00,780 +going to recollect the early questionnaires and + +405 +00:27:00,780 --> 00:27:02,980 +I'm going to analyze the data which I got through + +406 +00:27:02,980 --> 00:27:05,500 +the questionnaires. According to this data I'm + +407 +00:27:05,500 --> 00:27:09,750 +going to make my job description. These are + +408 +00:27:09,750 --> 00:27:12,830 +traditional approaches. Nowadays, if the book + +409 +00:27:12,830 --> 00:27:16,030 +didn't or the book doesn't talk about it, we now + +410 +00:27:16,030 --> 00:27:17,850 +began talking about e-approaches. + +411 +00:27:21,130 --> 00:27:24,830 +With e-approaches, they are saying any title of + +412 +00:27:24,830 --> 00:27:29,230 +any job, just go to this suitable database and + +413 +00:27:29,230 --> 00:27:32,190 +look at the research engine and type down the name + +414 +00:27:32,190 --> 00:27:35,830 +of the title of the job. And press enter, you are + +415 +00:27:35,830 --> 00:27:38,890 +going to find complete job analysis in less than + +416 +00:27:38,890 --> 00:27:43,810 +one second. In less than one second. Regardless of + +417 +00:27:43,810 --> 00:27:47,430 +the title of any job. And this is available here. + +418 +00:27:48,670 --> 00:27:53,010 +Who took the course of that child? You didn't take + +419 +00:27:53,010 --> 00:28:01,590 +the child course? Not yet? Who took it? That's + +420 +00:28:01,590 --> 00:28:07,110 +fine. Okay. Now listen, so these are briefly the + +421 +00:28:07,110 --> 00:28:10,870 +meaning of what the job analysis. So all these + +422 +00:28:10,870 --> 00:28:13,890 +things which are written in front of you, it means + +423 +00:28:13,890 --> 00:28:16,830 +the things which we talked about. Now let's go on. + +424 +00:28:17,550 --> 00:28:20,090 +So the job description, why it is beneficiary? + +425 +00:28:20,630 --> 00:28:22,530 +Because it is going to give us full information + +426 +00:28:22,530 --> 00:28:26,970 +about six things, which are number one, to whom + +427 +00:28:26,970 --> 00:28:29,230 +the salesperson reports. In other words, who is + +428 +00:28:29,230 --> 00:28:33,810 +his supervisor or her supervisor. Second, how the + +429 +00:28:33,810 --> 00:28:37,370 +salesperson interacts with other staff. Third, the + +430 +00:28:37,370 --> 00:28:39,630 +customer to be called on by the salesperson. + +431 +00:28:40,070 --> 00:28:42,370 +Fourth, the specific tasks to be carried out. + +432 +00:28:42,890 --> 00:28:45,470 +Fifth, the mental and physical demands of the job. + +433 +00:28:45,890 --> 00:28:48,450 +And finally, the types of the product to be sold. + +434 +00:28:48,930 --> 00:28:51,490 +Let's talk about one of them. Let's talk about + +435 +00:28:51,490 --> 00:28:58,770 +this thing. Now listen, you as HR manager all the + +436 +00:28:58,770 --> 00:29:03,130 +time remember, We cannot hire somebody if his + +437 +00:29:03,130 --> 00:29:07,150 +physical stamina, if his physical strength is + +438 +00:29:07,150 --> 00:29:10,130 +poor. We cannot hire somebody who is suffering + +439 +00:29:10,130 --> 00:29:13,270 +from kidney failure. For example, we cannot hire + +440 +00:29:13,270 --> 00:29:16,530 +somebody who is suffering from heart failure. We + +441 +00:29:16,530 --> 00:29:19,530 +cannot hire somebody from uncontrollable diabetes. + +442 +00:29:20,150 --> 00:29:21,450 +What is the meaning of uncontrollable diabetes? + +443 +00:29:22,750 --> 00:29:25,650 +Sugar that is not controlled by him. Because this + +444 +00:29:25,650 --> 00:29:28,870 +might lead to the faintness of a person. What is + +445 +00:29:28,870 --> 00:29:29,430 +the meaning of faintness? + +446 +00:29:36,700 --> 00:29:40,400 +These kinds of persons, we cannot hire them. Why? + +447 +00:29:40,500 --> 00:29:45,220 +Because remember, we need physical demand. If this + +448 +00:29:45,220 --> 00:29:48,480 +physical demand is not available in the body of + +449 +00:29:48,480 --> 00:29:52,580 +the candidate, then this person does not need to + +450 +00:29:52,580 --> 00:29:55,840 +have this job from us. We cannot depend on him. + +451 +00:29:56,780 --> 00:30:00,840 +And listen, in Gaza Strip, more than 90% of the + +452 +00:30:00,840 --> 00:30:02,520 +companies, especially in the private sector, they + +453 +00:30:02,520 --> 00:30:07,840 +are not subjecting candidates to any health + +454 +00:30:07,840 --> 00:30:12,300 +examination or physical examination. And this is a + +455 +00:30:12,300 --> 00:30:14,580 +very dangerous and complete wrong practices. + +456 +00:30:15,960 --> 00:30:18,860 +Somebody is going to say why? Because God knows + +457 +00:30:18,860 --> 00:30:20,920 +after I'm going to hire this person, this person + +458 +00:30:20,920 --> 00:30:23,700 +might pass away. in the next week or third week. + +459 +00:30:23,820 --> 00:30:26,060 +Then, what are you going to do with his family? + +460 +00:30:26,660 --> 00:30:29,060 +What are you going to do with his dependents? His + +461 +00:30:29,060 --> 00:30:30,880 +dependents are going to accuse the company that + +462 +00:30:30,880 --> 00:30:35,280 +you killed our person, you killed our bread + +463 +00:30:35,280 --> 00:30:42,000 +winner. Why? Because you didn't check his physical + +464 +00:30:42,000 --> 00:30:46,160 +stamina or health. Then, all the time remember, + +465 +00:30:46,760 --> 00:30:51,190 +this physical examination is a compulsory. You + +466 +00:30:51,190 --> 00:30:55,230 +must advocate for it. But here, as we said in + +467 +00:30:55,230 --> 00:30:59,750 +Gaza, more than 90% of the companies are not + +468 +00:30:59,750 --> 00:31:05,230 +implementing these procedures. Okay? Go on. Let's + +469 +00:31:05,230 --> 00:31:07,030 +talk about the planning process now. Let's talk + +470 +00:31:07,030 --> 00:31:09,790 +about job qualification. And there is another name + +471 +00:31:09,790 --> 00:31:13,270 +which is Job specification, as we said, job + +472 +00:31:13,270 --> 00:31:16,250 +specification talks about the person who is going + +473 +00:31:16,250 --> 00:31:19,130 +to do the job. And this person is consisting of a + +474 +00:31:19,130 --> 00:31:23,410 +character or personality, skills, experience, + +475 +00:31:23,830 --> 00:31:27,250 +knowledge and education. These things must be + +476 +00:31:27,250 --> 00:31:31,370 +okay. If they are not okay, this person wasn't + +477 +00:31:31,370 --> 00:31:36,730 +going to do his job in appropriate way. Now, we + +478 +00:31:36,730 --> 00:31:38,870 +are going to ask a final thing, which is the + +479 +00:31:38,870 --> 00:31:42,810 +following. Research in the sales science, they are + +480 +00:31:42,810 --> 00:31:46,630 +asking, can we say that this character or these + +481 +00:31:46,630 --> 00:31:51,590 +personal traits, all these are personal traits, + +482 +00:31:53,050 --> 00:31:56,370 +are they linked with something called excellent + +483 +00:31:56,370 --> 00:31:59,390 +sales performance? + +484 +00:32:04,420 --> 00:32:08,300 +The research in the sales science confirmed that + +485 +00:32:08,300 --> 00:32:12,120 +there is a positive relationship between the + +486 +00:32:12,120 --> 00:32:14,720 +personal traits of the salesperson along with + +487 +00:32:14,720 --> 00:32:19,040 +their excellent sales performance. In other words, + +488 +00:32:19,600 --> 00:32:23,380 +if certain personal traits are available in your + +489 +00:32:23,380 --> 00:32:26,220 +character, for sure this is going to be reflected + +490 +00:32:26,220 --> 00:32:30,980 +positively on your sales performance. But also, + +491 +00:32:31,460 --> 00:32:36,180 +the research added, this isn't enough. In other + +492 +00:32:36,180 --> 00:32:39,200 +words, this relationship is going to be more + +493 +00:32:39,200 --> 00:32:42,920 +significant, it is going to be stronger if it is + +494 +00:32:42,920 --> 00:32:45,240 +accompanied with something called management + +495 +00:32:45,240 --> 00:32:45,720 +skills. + +496 +00:32:50,020 --> 00:32:54,580 +Management skills include time management, problem + +497 +00:32:54,580 --> 00:32:58,560 +solving skills, communication, leadership skills + +498 +00:32:58,560 --> 00:33:03,710 +and so on. These skills could be used to train and + +499 +00:33:03,710 --> 00:33:07,770 +to educate and to sharpen the personal traits. + +500 +00:33:08,930 --> 00:33:11,910 +Clear? And this is the meaning of all this + +501 +00:33:11,910 --> 00:33:15,310 +information and data. Any question? Any comments + +502 +00:33:15,310 --> 00:33:19,370 +about this? Let's give you an example from one of + +503 +00:33:19,370 --> 00:33:21,190 +the questions which you might encounter in the + +504 +00:33:21,190 --> 00:33:23,570 +final. Listen to this sentence and tell me if it + +505 +00:33:23,570 --> 00:33:28,950 +is correct or false. Now listen. In the selection + +506 +00:33:28,950 --> 00:33:35,870 +process, We are referring or we should study, we + +507 +00:33:35,870 --> 00:33:43,410 +should examine person's education, experience, + +508 +00:33:46,110 --> 00:33:50,610 +personal traits while we are conducting job + +509 +00:33:50,610 --> 00:33:51,110 +analysis. + +510 +00:33:54,570 --> 00:33:57,570 +While we are conducting job analysis. True or + +511 +00:33:57,570 --> 00:34:01,290 +false? True. because this job specification is + +512 +00:34:01,290 --> 00:34:05,390 +apart from what? job analysis, exactly another + +513 +00:34:05,390 --> 00:34:09,710 +question job + +514 +00:34:09,710 --> 00:34:16,670 +analysis refers to sorry job specification refers + +515 +00:34:16,670 --> 00:34:23,530 +to responsibilities tasks and duties of the + +516 +00:34:23,530 --> 00:34:29,700 +concerned job false excellent excellent Excellent. + +517 +00:34:30,960 --> 00:34:32,560 +Okay, any question, any comment about today's + +518 +00:34:32,560 --> 00:34:36,220 +class? Any question, any comment? See you next + +519 +00:34:36,220 --> 00:34:36,480 +time. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..d2e7f918e349b9bb781e1f4786bb52b3894cf7c0 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_postprocess.srt @@ -0,0 +1,2164 @@ +1 +00:00:20,920 --> 00:00:23,680 +Good morning, my name is Iman Alaeddin, Fawzia + +2 +00:00:23,680 --> 00:00:28,500 +Asfour. I am a student in commerce faculty, + +3 +00:00:29,020 --> 00:00:31,560 +business administration. The specialization is + +4 +00:00:31,560 --> 00:00:35,700 +business administration. The level three. In the + +5 +00:00:35,700 --> 00:00:38,400 +name of Allah, today inshallah I want to talk + +6 +00:00:38,400 --> 00:00:42,500 +about building prospect profile. As Dr. Wasim + +7 +00:00:42,500 --> 00:00:44,920 +mentioned in the previous lecture that there are + +8 +00:00:44,920 --> 00:00:50,850 +two ways for growth. The first one is to obtain + +9 +00:00:50,850 --> 00:00:51,650 +new customers. + +10 +00:00:55,570 --> 00:00:58,930 +And the second is to grow the business with the + +11 +00:00:58,930 --> 00:01:04,330 +current customers or with the existing customers. + +12 +00:01:07,750 --> 00:01:10,230 +First, to obtain new customers, there are three + +13 +00:01:10,230 --> 00:01:13,330 +steps we have to do. The first one is to build the + +14 +00:01:13,330 --> 00:01:14,110 +prospective profile. + +15 +00:01:18,640 --> 00:01:22,320 +Second is to build a prospect list. And the third + +16 +00:01:22,320 --> 00:01:25,900 +to qualify the prospect. I am going to talk about + +17 +00:01:25,900 --> 00:01:29,480 +prospect profile. Prospect profile refers to + +18 +00:01:29,480 --> 00:01:32,020 +database. When we talk about prospect profile, + +19 +00:01:32,200 --> 00:01:37,860 +this means database. Okay? All companies must + +20 +00:01:37,860 --> 00:01:44,860 +focus more of their money, time, and efforts + +21 +00:01:47,630 --> 00:01:52,490 +Only customers who + +22 +00:01:52,490 --> 00:01:55,890 +are or who have the probability to be good + +23 +00:01:55,890 --> 00:02:02,030 +customers, important customers, + +24 +00:02:02,650 --> 00:02:09,190 +profitable ones and qualified customers. And what + +25 +00:02:09,190 --> 00:02:12,190 +is the meaning of qualified customers? The last + +26 +00:02:12,190 --> 00:02:13,670 +lecture we talked about it. + +27 +00:02:17,770 --> 00:02:20,630 +Yes, the customers who have the financial capacity + +28 +00:02:20,630 --> 00:02:24,310 +to own our product. These factors I talk about it, + +29 +00:02:24,610 --> 00:02:27,690 +identify whom, identify the best prospect for the + +30 +00:02:27,690 --> 00:02:29,810 +company. Best prospect. + +31 +00:02:32,090 --> 00:02:35,550 +We want to know that the factors that identify the + +32 +00:02:35,550 --> 00:02:38,270 +best prospects of our company is called the + +33 +00:02:38,270 --> 00:02:40,990 +prospect profile. Okay? Understood what is a + +34 +00:02:40,990 --> 00:02:44,130 +prospect profile? So the prospect profile is the + +35 +00:02:44,130 --> 00:02:47,450 +profile of what the best customers look like. The + +36 +00:02:47,450 --> 00:02:49,750 +characteristic of our best customers for any + +37 +00:02:49,750 --> 00:02:53,950 +company. Okay? Is there any question? Okay. + +38 +00:02:58,000 --> 00:03:03,140 +Now, prospect profile is not for nothing. It has a + +39 +00:03:03,140 --> 00:03:05,560 +very great importance. To know this importance, we + +40 +00:03:05,560 --> 00:03:09,840 +want to see this example. + +41 +00:03:17,200 --> 00:03:19,700 +Imagine that you have a car agency. + +42 +00:03:23,360 --> 00:03:25,500 +And this correspondence was visited by three + +43 +00:03:25,500 --> 00:03:27,820 +prospects. So those three prospects, let's talk + +44 +00:03:27,820 --> 00:03:35,900 +about Fatin, Walaa and Hani. Fatin, Walaa and + +45 +00:03:35,900 --> 00:03:36,160 +Hani. + +46 +00:03:40,010 --> 00:03:43,290 +First, Fatin is a businesswoman who goes to the + +47 +00:03:43,290 --> 00:03:46,510 +car agency and buys the most expensive car with + +48 +00:03:46,510 --> 00:03:52,810 +high quality and new styles. And she always renews + +49 +00:03:52,810 --> 00:03:55,190 +the car whenever the car agency introduces a new + +50 +00:03:55,190 --> 00:03:59,010 +product. So the car agency classified Fatin as a + +51 +00:03:59,010 --> 00:04:02,110 +good, important and qualified customer. + +52 +00:04:05,000 --> 00:04:12,060 +Yes, VIP. Walaa have a need to buy a car, but her + +53 +00:04:12,060 --> 00:04:15,160 +capabilities are limited. She go to the car agency + +54 +00:04:15,160 --> 00:04:19,480 +and ask for the most cheap car and didn't care + +55 +00:04:19,480 --> 00:04:24,880 +about the style. Don't be sad, okay? For the most + +56 +00:04:24,880 --> 00:04:29,000 +cheap car because of her limited capabilities. So + +57 +00:04:29,000 --> 00:04:31,660 +the car agency will classify Walaa to be ordinary + +58 +00:04:31,660 --> 00:04:32,700 +customer. + +59 +00:04:37,270 --> 00:04:40,610 +Hanin is a student, have a drive license, but it + +60 +00:04:40,610 --> 00:04:44,190 +can't buy the car now, and maybe it have the + +61 +00:04:44,190 --> 00:04:48,070 +ability to buy the car in the future. She just + +62 +00:04:48,070 --> 00:04:50,710 +like to take an information, collect information + +63 +00:04:50,710 --> 00:04:53,970 +about the cars, its prices, and the benefits and + +64 +00:04:53,970 --> 00:04:56,190 +features to have an accurate decision in the + +65 +00:04:56,190 --> 00:04:58,830 +future, in order to buy the car in the future. So + +66 +00:04:58,830 --> 00:05:01,350 +she just go to the car agency and ask for + +67 +00:05:01,350 --> 00:05:04,230 +information, and doesn't benefit the company + +68 +00:05:04,230 --> 00:05:07,130 +anything. So they will look for a prospect who + +69 +00:05:07,130 --> 00:05:09,990 +waste their time for the company. Waste. + +70 +00:05:14,580 --> 00:05:18,000 +So, not all business want or need your products or + +71 +00:05:18,000 --> 00:05:21,300 +services. This is a fact. Some prospects will + +72 +00:05:21,300 --> 00:05:24,100 +clearly be a waste of your time. Like Hani in this + +73 +00:05:24,100 --> 00:05:25,980 +example, she just asked for information and + +74 +00:05:25,980 --> 00:05:29,680 +doesn't benefit the company anything. While others + +75 +00:05:29,680 --> 00:05:32,940 +will not buy enough to make it worth your time. + +76 +00:05:34,220 --> 00:05:36,160 +The relationship between Walla and the car agency, + +77 +00:05:36,540 --> 00:05:40,940 +it is temporary and may not repeat or will repeat + +78 +00:05:40,940 --> 00:05:44,520 +after a long period of time because of its limited + +79 +00:05:44,520 --> 00:05:48,080 +capabilities. And you must first decide what + +80 +00:05:48,080 --> 00:05:50,720 +factors determine who is a good prospect. After + +81 +00:05:50,720 --> 00:05:52,760 +meeting the customers and know their + +82 +00:05:52,760 --> 00:05:55,990 +characteristics, who is the best prospect? For + +83 +00:05:55,990 --> 00:05:59,610 +sure, yes. So what is the importance of knowing + +84 +00:05:59,610 --> 00:06:02,570 +the best prospects? What is the importance of + +85 +00:06:02,570 --> 00:06:05,590 +building the prospect profile? It gives the + +86 +00:06:05,590 --> 00:06:10,970 +company the choice of where you put your time and + +87 +00:06:10,970 --> 00:06:15,860 +effort to move customers. Exactly. Excellent. Yes, + +88 +00:06:16,240 --> 00:06:18,840 +so the prospect profile is important to know where + +89 +00:06:18,840 --> 00:06:21,120 +to allocate our resources. To allocate our + +90 +00:06:21,120 --> 00:06:25,020 +resources for the right prospects and not wasting + +91 +00:06:25,020 --> 00:06:28,580 +our time money and effort for the prospects who + +92 +00:06:28,580 --> 00:06:32,140 +really waste our time. Okay, this means building a + +93 +00:06:32,140 --> 00:06:35,080 +prospect profile which is simply a profile of what + +94 +00:06:35,080 --> 00:06:40,100 +the prospect looks like. Understood? Any question? + +95 +00:06:41,580 --> 00:06:44,680 +Okay, now in order to build a prospect profile, + +96 +00:06:48,980 --> 00:06:52,280 +For sure, we need what before building a + +97 +00:06:52,280 --> 00:06:55,960 +prospective profile? Information. Sure, we need an + +98 +00:06:55,960 --> 00:06:56,520 +information. + +99 +00:06:59,420 --> 00:07:03,000 +This information classified into two types. First, + +100 +00:07:03,100 --> 00:07:10,500 +the information before meeting customers and + +101 +00:07:10,500 --> 00:07:12,260 +information after meeting customers. + +102 +00:07:21,700 --> 00:07:24,240 +Information after meeting customers, we talk about + +103 +00:07:24,240 --> 00:07:26,840 +it in the example. After we meet the customers, we + +104 +00:07:26,840 --> 00:07:29,720 +know who is the best prospect and we can include + +105 +00:07:29,720 --> 00:07:33,160 +their names in the prospect profile, their + +106 +00:07:33,160 --> 00:07:35,940 +address, email. + +107 +00:07:38,030 --> 00:07:42,370 +phone and so on. All the information about the + +108 +00:07:42,370 --> 00:07:46,170 +good prospect for our company. This is information + +109 +00:07:46,170 --> 00:07:48,870 +we got it after meeting the customers. But + +110 +00:07:48,870 --> 00:07:51,110 +information before meeting the customers and the + +111 +00:07:51,110 --> 00:07:53,470 +most important one, the starting point for + +112 +00:07:53,470 --> 00:07:56,190 +building the prospect profile is to know the + +113 +00:07:56,190 --> 00:07:57,730 +target market. + +114 +00:08:00,830 --> 00:08:04,550 +You must review the target market as you mentioned + +115 +00:08:04,550 --> 00:08:08,090 +in your marketing strategy to know exactly who are + +116 +00:08:08,090 --> 00:08:10,990 +your best prospects, to not target all the + +117 +00:08:10,990 --> 00:08:15,270 +customers. I will give you an example to make you + +118 +00:08:15,270 --> 00:08:17,730 +understand how the target market helps you to + +119 +00:08:17,730 --> 00:08:19,090 +identify the best prospects. + +120 +00:08:30,370 --> 00:08:32,130 +Let's return to the car agency. + +121 +00:08:35,550 --> 00:08:39,310 +If this car agency classified the people here in + +122 +00:08:39,310 --> 00:08:44,330 +Gaza according to the level income, we will + +123 +00:08:44,330 --> 00:08:46,890 +classify them into three, people with no income, + +124 +00:08:47,790 --> 00:08:54,250 +lower level income, and middle level income. + +125 +00:08:58,020 --> 00:09:01,360 +As a car agency, which group will it choose, will + +126 +00:09:01,360 --> 00:09:04,620 +it focus on? Middle, for sure the middle level + +127 +00:09:04,620 --> 00:09:08,580 +income. If we classify the people according to the + +128 +00:09:08,580 --> 00:09:11,640 +age, here in Gaza, they are classified to be + +129 +00:09:11,640 --> 00:09:18,760 +children, teenagers, teens, youth, all. Which + +130 +00:09:18,760 --> 00:09:21,740 +group will be focused on? Youth, for sure youth. + +131 +00:09:22,220 --> 00:09:24,540 +According, maybe we'll classify them according to + +132 +00:09:24,540 --> 00:09:33,150 +their jobs. We have two types, blue cooler and + +133 +00:09:33,150 --> 00:09:38,210 +white cooler. Of course, + +134 +00:09:38,390 --> 00:09:41,390 +they will focus on white cooler. So, when you get + +135 +00:09:41,390 --> 00:09:45,510 +a look on the target market, for sure you will + +136 +00:09:45,510 --> 00:09:49,470 +know the best prospects for your company. How? + +137 +00:09:50,550 --> 00:09:53,760 +Let's see. We will know here that the best + +138 +00:09:53,760 --> 00:09:56,000 +prospects for the car agency, the people with + +139 +00:09:56,000 --> 00:09:58,380 +middle level income, the people who are youth and + +140 +00:09:58,380 --> 00:10:01,800 +the people with white collar. This is how the + +141 +00:10:01,800 --> 00:10:05,300 +market strategy target market helped me to + +142 +00:10:05,300 --> 00:10:08,560 +identify the best prospects. Understand? Before + +143 +00:10:08,560 --> 00:10:11,680 +meeting the customer. This after meeting the + +144 +00:10:11,680 --> 00:10:14,260 +customers. You target the market after meeting the + +145 +00:10:14,260 --> 00:10:18,180 +customer. Before. Sorry, before. Yes, this is + +146 +00:10:18,180 --> 00:10:20,940 +before. So building a prospective profile, we + +147 +00:10:20,940 --> 00:10:23,540 +collect data before meeting the customers and + +148 +00:10:23,540 --> 00:10:25,700 +after meeting the customers. So building a + +149 +00:10:25,700 --> 00:10:28,160 +prospective profile needs information. Today, + +150 +00:10:28,280 --> 00:10:30,100 +because of technology, internet provides more + +151 +00:10:30,100 --> 00:10:32,900 +websites that help companies to identify the + +152 +00:10:32,900 --> 00:10:35,680 +target market and identify new customers for the + +153 +00:10:35,680 --> 00:10:39,320 +company. Thank you. I wish you benefit from my + +154 +00:10:39,320 --> 00:10:39,740 +explanation. + +155 +00:10:57,260 --> 00:11:00,820 +Assalamualaikum. I am Huda Khamis Barakat. I'm + +156 +00:11:00,820 --> 00:11:04,520 +studying Business Administration at the Faculty of + +157 +00:11:04,520 --> 00:11:10,000 +Commerce, Level 3. Now I am going to continue what + +158 +00:11:10,000 --> 00:11:15,180 +is presented by Iman. And as Iman said, the + +159 +00:11:15,180 --> 00:11:19,880 +prospect profile simply is a profile of what the + +160 +00:11:19,880 --> 00:11:29,220 +prospect looks like. And there are a few aspects + +161 +00:11:29,220 --> 00:11:34,380 +that help us in building a prospect profile, such + +162 +00:11:34,380 --> 00:11:35,880 +as demographic aspect. + +163 +00:11:46,160 --> 00:11:54,600 +Demographic aspect, who want to Who know about the + +164 +00:11:54,600 --> 00:11:59,420 +definition of demographics? What is made? + +165 +00:11:59,520 --> 00:12:04,200 +Demography? How do we define our demography? We + +166 +00:12:04,200 --> 00:12:06,820 +defined it in the past. It's the variation among + +167 +00:12:06,820 --> 00:12:09,900 +people according to their age, residency and other + +168 +00:12:09,900 --> 00:12:14,280 +characteristics. It's individual characteristic + +169 +00:12:14,280 --> 00:12:21,190 +such as age, business, job. Yeah, educational + +170 +00:12:21,190 --> 00:12:25,170 +background. To simplify this aspect which is the + +171 +00:12:25,170 --> 00:12:29,990 +demographic characteristic, I have an example. If + +172 +00:12:29,990 --> 00:12:35,190 +I am selling a blood processing machine, + +173 +00:12:47,200 --> 00:12:54,100 +I expect that my prospect will be hematologist. + +174 +00:13:01,490 --> 00:13:06,810 +Of course, hematologist, a person or a hospital + +175 +00:13:06,810 --> 00:13:11,290 +consultant who is responsible for treating and + +176 +00:13:11,290 --> 00:13:15,950 +analyzing blood disorders. So this person will + +177 +00:13:15,950 --> 00:13:21,330 +have, the demographic characteristic of him will + +178 +00:13:21,330 --> 00:13:28,190 +be age under, young, under 30. + +179 +00:13:31,180 --> 00:13:37,020 +Also, he will be, he trained, have a knowledge, + +180 +00:13:37,300 --> 00:13:39,420 +educational background. + +181 +00:13:53,080 --> 00:13:53,760 +It's clear? + +182 +00:13:57,120 --> 00:14:02,620 +This information classified as information before + +183 +00:14:02,620 --> 00:14:09,240 +building prospect profile. And after we build + +184 +00:14:09,240 --> 00:14:13,950 +prospect profile, we will know other other example + +185 +00:14:13,950 --> 00:14:19,830 +such as size of the business we know that our + +186 +00:14:19,830 --> 00:14:24,770 +prospect may individual firms organization we + +187 +00:14:24,770 --> 00:14:29,970 +should know the size of our business prospect also + +188 +00:14:29,970 --> 00:14:33,010 +customer age or background as we stop at the size + +189 +00:14:33,010 --> 00:14:35,310 +of business can you provide us with a local + +190 +00:14:35,310 --> 00:14:43,510 +example from our daily life now listen Till 2005, + +191 +00:14:44,530 --> 00:14:47,730 +we were talking at least about four major rivers + +192 +00:14:47,730 --> 00:14:50,690 +freezing up. One of them is the semicircle of + +193 +00:14:50,690 --> 00:14:52,550 +Gaza, which we are sitting here in it. + +194 +00:15:00,700 --> 00:15:02,760 +And after this date, we began witnessing + +195 +00:15:02,760 --> 00:15:05,600 +increasing number of their universities, beginning + +196 +00:15:05,600 --> 00:15:08,420 +from Palestine or University of Palestine, + +197 +00:15:08,860 --> 00:15:12,160 +University of Gaza, the Ummah University, and so + +198 +00:15:12,160 --> 00:15:15,440 +on and so on. If you are going to wonder, why + +199 +00:15:15,440 --> 00:15:18,040 +those investors, why they decided to take a + +200 +00:15:18,040 --> 00:15:21,080 +decision and to build X academic organizations in + +201 +00:15:21,080 --> 00:15:24,680 +Gaza? Simply because of the first factor, which is + +202 +00:15:24,680 --> 00:15:28,340 +the size of business. They made some statistics, + +203 +00:15:28,980 --> 00:15:32,100 +but these statistics showed them that we are + +204 +00:15:32,100 --> 00:15:35,960 +talking about a big number of students who cannot + +205 +00:15:35,960 --> 00:15:39,520 +have full admission in these four major + +206 +00:15:39,520 --> 00:15:43,100 +universities. So they said, why we shouldn't build + +207 +00:15:43,100 --> 00:15:46,460 +EXA or a new academic institution through which + +208 +00:15:52,040 --> 00:15:56,440 +of size of business. So the size of academia in + +209 +00:15:56,440 --> 00:15:59,500 +Gaza, it is considered to be extraordinary. It is + +210 +00:15:59,500 --> 00:16:02,280 +classified to be very huge and big. So if it is + +211 +00:16:02,280 --> 00:16:05,100 +huge and big, is there a good decision to invest + +212 +00:16:05,100 --> 00:16:11,480 +in? Of course. The other factors such as customer + +213 +00:16:11,480 --> 00:16:17,100 +age or background, as we mentioned here, the age + +214 +00:16:17,100 --> 00:16:25,400 +of hematologist under 30 and he must have an + +215 +00:16:25,400 --> 00:16:28,400 +educational background and knowledge. Also + +216 +00:16:28,400 --> 00:16:32,220 +business product specialty, we should… But this + +217 +00:16:32,220 --> 00:16:35,550 +came back quite a number too. customer aid or + +218 +00:16:35,550 --> 00:16:38,470 +background. For example, let's talk about + +219 +00:16:38,470 --> 00:16:41,650 +background as one of the demographical items which + +220 +00:16:41,650 --> 00:16:45,050 +are very important to invest or to establish a + +221 +00:16:45,050 --> 00:16:48,630 +firm or a business or a sales address. If you are + +222 +00:16:48,630 --> 00:16:50,710 +going to, for example, to talk about the Gulf + +223 +00:16:50,710 --> 00:16:54,730 +area, Gulf area is classified to be the highest + +224 +00:16:54,730 --> 00:16:59,430 +intensive population area who are suffering from a + +225 +00:16:59,430 --> 00:17:02,720 +disease which is called diabetes. Because + +226 +00:17:02,720 --> 00:17:06,200 +diabetes, for example, it imitated or it + +227 +00:17:06,200 --> 00:17:10,280 +motivated, it encouraged the soda companies and + +228 +00:17:10,280 --> 00:17:13,720 +firms like Coca-Cola and Pepsi in order to + +229 +00:17:13,720 --> 00:17:17,760 +increase their productivity of Diet Pepsi or Diet + +230 +00:17:17,760 --> 00:17:20,740 +Coke. Why? Because they are looking at the + +231 +00:17:20,740 --> 00:17:23,820 +population and a big number of them are infected + +232 +00:17:23,820 --> 00:17:27,540 +with this disease which is called diabetes. So is + +233 +00:17:27,540 --> 00:17:29,940 +this a demographic characteristic which + +234 +00:17:35,600 --> 00:17:40,800 +Also business product specialty and geographic + +235 +00:17:40,800 --> 00:17:46,080 +distance from shipping points. This factor under + +236 +00:17:46,080 --> 00:17:52,820 +demographic characteristic we should know before + +237 +00:17:52,820 --> 00:17:56,700 +building prospective profile. Regarding the final + +238 +00:17:56,700 --> 00:17:59,360 +one, this one is reminding us with one word which + +239 +00:17:59,360 --> 00:18:04,330 +is In other words, if the customer is far away + +240 +00:18:04,330 --> 00:18:07,270 +from the shipping point, he or she is not ready to + +241 +00:18:07,270 --> 00:18:10,670 +go and buy from there. But if he or she is close + +242 +00:18:10,670 --> 00:18:15,180 +enough, they are ready to buy. This is reminding + +243 +00:18:15,180 --> 00:18:22,020 +us of what we said last time. Also, we can use + +244 +00:18:22,020 --> 00:18:25,900 +internet to collect data about our prospect. + +245 +00:18:27,120 --> 00:18:30,680 +Internet plays an integral role in building + +246 +00:18:30,680 --> 00:18:39,800 +prospect profiles such as We can know information + +247 +00:18:39,800 --> 00:18:42,560 +about a prospect through government statistics + +248 +00:18:42,560 --> 00:18:51,660 +that available in websites and there is a useful + +249 +00:18:51,660 --> 00:18:56,080 +website for target marketing and identifying a new + +250 +00:18:56,080 --> 00:19:02,260 +customer which is www.toplist.com and thank you + +251 +00:19:07,250 --> 00:19:10,150 +I'm Farah Sohail Shaat. I'm studying English + +252 +00:19:10,150 --> 00:19:16,150 +Commerce, Faculty of English Commerce. I'm level + +253 +00:19:16,150 --> 00:19:20,510 +three and I will continue what Iman and Huda + +254 +00:19:20,510 --> 00:19:25,070 +started. Today I will explain building a prospect + +255 +00:19:25,070 --> 00:19:28,610 +list. Now, as we said, to generate new accounts, + +256 +00:19:28,990 --> 00:19:31,810 +we should build a prospect profile. To generate + +257 +00:19:31,810 --> 00:19:33,990 +new accounts, we should build a prospect profile. + +258 +00:19:34,690 --> 00:19:38,090 +Now, this prospect profile should be matched with + +259 +00:19:38,090 --> 00:19:41,650 +a prospect list. Now, how this prospect list will + +260 +00:19:41,650 --> 00:19:44,330 +be done, or how we will do this prospect list, + +261 +00:19:44,590 --> 00:19:47,290 +with a traditional method or approach which is + +262 +00:19:47,290 --> 00:19:53,630 +called cold-convasing. This cold-convasing, it's + +263 +00:19:53,630 --> 00:19:59,960 +equally to the cold Calling. Cold calling via + +264 +00:19:59,960 --> 00:20:05,180 +phone. Now cold conveysing has many definitions. I + +265 +00:20:05,180 --> 00:20:09,620 +searched for two or the most matchable definitions + +266 +00:20:09,620 --> 00:20:13,680 +for our explanation + +267 +00:20:13,680 --> 00:20:17,220 +today. Now the first one it is a sales tool. + +268 +00:20:20,700 --> 00:20:23,440 +What does it mean by sales tool? It's a sales tool + +269 +00:20:23,440 --> 00:20:26,360 +used to locate the customers who may be interested + +270 +00:20:26,360 --> 00:20:32,400 +in purchasing or buying our services or goods by a + +271 +00:20:32,400 --> 00:20:35,100 +given business. So the cold conveysing which is + +272 +00:20:35,100 --> 00:20:37,920 +equal to the cold calling which is a sales tool. + +273 +00:20:38,390 --> 00:20:40,770 +This sales tool might have another definition, + +274 +00:20:40,990 --> 00:20:43,930 +which is reaching out to people by going door to + +275 +00:20:43,930 --> 00:20:48,090 +door or via phone to know it. Of course, it + +276 +00:20:48,090 --> 00:20:50,970 +happens in a specific area or a neighborhood to + +277 +00:20:50,970 --> 00:20:54,090 +know what are the preferences of the residents and + +278 +00:20:54,090 --> 00:20:58,730 +what are what they want from any product or + +279 +00:20:58,730 --> 00:21:03,510 +service. Now this cold canvassing, how it works? + +280 +00:21:04,070 --> 00:21:07,190 +Now there's one thing or one important + +281 +00:21:07,190 --> 00:21:09,830 +characteristics of this cold canvassing that the + +282 +00:21:09,830 --> 00:21:13,410 +customer is not expecting any type of visit or a + +283 +00:21:13,410 --> 00:21:16,570 +phone call from the salesperson. That means that + +284 +00:21:16,570 --> 00:21:18,810 +the salesperson, we don't have this activity very + +285 +00:21:18,810 --> 00:21:22,370 +much in Gaza, it might be limited, but it's + +286 +00:21:22,370 --> 00:21:27,240 +available but in a very narrow way. Yes. Now, for + +287 +00:21:27,240 --> 00:21:32,340 +example, in the past, the salesperson used to go + +288 +00:21:32,340 --> 00:21:35,020 +to the homes or the houses and have the kitchen + +289 +00:21:35,020 --> 00:21:38,680 +tools for the housewives. These kitchen tools were + +290 +00:21:38,680 --> 00:21:41,640 +really just for the women. and they go and + +291 +00:21:41,640 --> 00:21:44,040 +knocking on the door for the housewives and say + +292 +00:21:44,040 --> 00:21:47,280 +like I have a kitchen tools that might be good + +293 +00:21:47,280 --> 00:21:49,620 +might be sharp like the knives or something like + +294 +00:21:49,620 --> 00:21:52,580 +that the housewife like just start asking and + +295 +00:21:52,580 --> 00:21:55,740 +asking and then she will be convinced or not and + +296 +00:21:55,740 --> 00:21:58,580 +buy or not so this is how it works that their + +297 +00:21:58,580 --> 00:22:02,110 +customer is not expecting any type of visit If we + +298 +00:22:02,110 --> 00:22:04,710 +are talking about a phone call, that means also + +299 +00:22:04,710 --> 00:22:06,930 +the customer is not expecting any type of a phone + +300 +00:22:06,930 --> 00:22:09,730 +call. That means your phone will just ring and you + +301 +00:22:09,730 --> 00:22:12,610 +have a salesperson talking about that happens in + +302 +00:22:12,610 --> 00:22:15,790 +Gaza in a phone call. Many times you have a phone + +303 +00:22:15,790 --> 00:22:18,230 +call from a phone call and they're just asking, + +304 +00:22:18,650 --> 00:22:20,990 +how's your network? Is your phone working well? Do + +305 +00:22:20,990 --> 00:22:23,590 +you have any maintenance? Do you want any + +306 +00:22:23,590 --> 00:22:25,930 +maintenance from us or something like that? That + +307 +00:22:25,930 --> 00:22:28,610 +means the customer is not expecting any type of... + +308 +00:22:28,610 --> 00:22:32,980 +We would like to focus on something If you are + +309 +00:22:32,980 --> 00:22:36,380 +going to talk about code conversing, giving phone + +310 +00:22:36,380 --> 00:22:38,960 +calls for customers isn't included within this + +311 +00:22:38,960 --> 00:22:43,520 +terminology. Otherwise, code conversing means + +312 +00:22:43,520 --> 00:22:48,280 +simply sellers or sales persons will knock door by + +313 +00:22:48,280 --> 00:22:51,180 +door searching for prospects or potential + +314 +00:22:51,180 --> 00:22:55,460 +customers. But to use a telephone, it isn't + +315 +00:22:55,460 --> 00:23:00,530 +considered to be a code conversing tool. Okay, go + +316 +00:23:00,530 --> 00:23:03,850 +on. Now as we said, the customer is not expecting + +317 +00:23:03,850 --> 00:23:07,550 +any type of visit. So the first contact, this + +318 +00:23:07,550 --> 00:23:09,450 +contact which happens with the customer and the + +319 +00:23:09,450 --> 00:23:13,050 +salespeople make the opportunity to salesperson to + +320 +00:23:13,050 --> 00:23:15,730 +give an introduction about the company, what the + +321 +00:23:15,730 --> 00:23:18,350 +company sells from products or services, and to + +322 +00:23:18,350 --> 00:23:20,990 +make the opportunity to the customer to know about + +323 +00:23:20,990 --> 00:23:24,950 +what this company offers or what it has extra + +324 +00:23:24,950 --> 00:23:31,120 +services and goods to this customer. As it's + +325 +00:23:31,120 --> 00:23:34,120 +written here, it involves contacting prospective + +326 +00:23:34,120 --> 00:23:37,640 +customers without appointments. It's not expecting + +327 +00:23:37,640 --> 00:23:41,360 +any visit. So that is the salespeople call on + +328 +00:23:41,360 --> 00:23:44,460 +firms or knock on doors until they find good + +329 +00:23:44,460 --> 00:23:46,780 +prospects. So they are searching for the good + +330 +00:23:46,780 --> 00:23:49,740 +prospect who will buy or purchase these goods or + +331 +00:23:49,740 --> 00:23:52,500 +services. Now the direct sales organizations such + +332 +00:23:52,500 --> 00:23:54,740 +as Avon Products have had success with this + +333 +00:23:54,740 --> 00:23:59,420 +approach. Now Avon has product lines, which is + +334 +00:23:59,420 --> 00:23:59,900 +beauty, + +335 +00:24:05,030 --> 00:24:13,870 +fashion fashion and house products this + +336 +00:24:13,870 --> 00:24:18,530 +oven company actually it brings everything for all + +337 +00:24:18,530 --> 00:24:22,650 +women globally from the beauty beauty products, + +338 +00:24:22,810 --> 00:24:26,450 +fashion, house products now this oven has + +339 +00:24:26,450 --> 00:24:35,140 +something to say which is that they Bring beauty + +340 +00:24:35,140 --> 00:24:37,900 +to doors + +341 +00:24:41,570 --> 00:24:45,870 +Two doors, that means the oven is really using + +342 +00:24:45,870 --> 00:24:50,290 +cold canvasing because despite of the oven has an + +343 +00:24:50,290 --> 00:24:52,970 +online shopping and shops everywhere in the world, + +344 +00:24:53,490 --> 00:24:58,450 +but they are using the cold canvasing because many + +345 +00:24:58,450 --> 00:25:01,230 +of the women who are the housewives are not having + +346 +00:25:01,230 --> 00:25:03,580 +the time to surf the net for online shopping or + +347 +00:25:03,580 --> 00:25:06,260 +even to go to the shop itself and shop. So they + +348 +00:25:06,260 --> 00:25:09,040 +bring beauty to doors, they bring the beauty + +349 +00:25:09,040 --> 00:25:12,560 +products and go to the housewives and just start + +350 +00:25:12,560 --> 00:25:15,160 +introducing the products and make the women + +351 +00:25:15,160 --> 00:25:20,190 +purchase from them. Sales people selling office + +352 +00:25:20,190 --> 00:25:22,550 +supplies, air conditioning, paper supplies and + +353 +00:25:22,550 --> 00:25:25,550 +insurance also use it with some regularity. These + +354 +00:25:25,550 --> 00:25:28,170 +are some examples for how to use cold convexing. + +355 +00:25:28,790 --> 00:25:32,910 +Now it has some cold convexing used in these + +356 +00:25:32,910 --> 00:25:35,290 +situations because the target markets for these + +357 +00:25:35,290 --> 00:25:38,080 +products are fairly broad. Because sometimes like + +358 +00:25:38,080 --> 00:25:40,780 +the insurance, you don't know exactly where the + +359 +00:25:40,780 --> 00:25:43,460 +customer is who you want to be. So sometimes the + +360 +00:25:43,460 --> 00:25:46,420 +organizations may use the cold canvassing just to + +361 +00:25:46,420 --> 00:25:48,360 +knock on the doors and start asking about any + +362 +00:25:48,360 --> 00:25:52,980 +insurance from the customers. Now we have some + +363 +00:25:52,980 --> 00:25:55,600 +drawbacks for the cold canvassing. Let's talk + +364 +00:25:55,600 --> 00:25:58,090 +about the advantages. Do you think we have + +365 +00:25:58,090 --> 00:26:00,570 +advantages whenever we are going to apply cold + +366 +00:26:00,570 --> 00:26:04,850 +conveysing technique? I might say yes because the + +367 +00:26:04,850 --> 00:26:08,290 +cold conveysing has some advantages because from + +368 +00:26:08,290 --> 00:26:10,870 +my point of view that would make the sales people + +369 +00:26:10,870 --> 00:26:15,330 +contact with the customers directly, face to face + +370 +00:26:15,330 --> 00:26:17,530 +and they would know everything about the company. + +371 +00:26:17,930 --> 00:26:21,010 +All these things is going to increase level of + +372 +00:26:21,010 --> 00:26:26,410 +credibility between the seller and the potential + +373 +00:26:26,410 --> 00:26:29,760 +customer. Is this important? It's very important. + +374 +00:26:30,480 --> 00:26:33,560 +Why? Because we are going to look at items by our + +375 +00:26:33,560 --> 00:26:36,580 +eyes, we are going to touch them, we are going to + +376 +00:26:36,580 --> 00:26:38,940 +ask free questions, and we are going to receive + +377 +00:26:38,940 --> 00:26:42,480 +immediate responses. All these things are positive + +378 +00:26:42,480 --> 00:26:45,220 +because they are contributing to increase the + +379 +00:26:45,220 --> 00:26:48,660 +level of credibility between the seller and the + +380 +00:26:48,660 --> 00:26:53,680 +potential prospect. Other points? It can reach to + +381 +00:26:53,680 --> 00:26:55,600 +customers, busy customers. + +382 +00:26:59,300 --> 00:27:05,500 +Good point. Good point. Also, this is going to be + +383 +00:27:05,500 --> 00:27:07,540 +a very nice way because it is more comfortable. + +384 +00:27:08,320 --> 00:27:10,760 +The seller is coming to the buyer rather than the + +385 +00:27:10,760 --> 00:27:12,600 +buyer is coming to the seller. + +386 +00:27:19,490 --> 00:27:23,450 +And many times the companies usually when they + +387 +00:27:23,450 --> 00:27:25,670 +have a new product they would use the cold can + +388 +00:27:25,670 --> 00:27:27,890 +basing because they want to know how they will + +389 +00:27:27,890 --> 00:27:30,790 +rate this product before launching it to the + +390 +00:27:30,790 --> 00:27:35,470 +market for example. The drawbacks Yes, the + +391 +00:27:35,470 --> 00:27:38,850 +drawback said that the salesperson may waste, the + +392 +00:27:38,850 --> 00:27:40,930 +salespeople may waste their time with the low + +393 +00:27:40,930 --> 00:27:44,290 +quality customers. Why is that? Because some + +394 +00:27:44,290 --> 00:27:47,930 +customers, you know, customer is the king. So the + +395 +00:27:47,930 --> 00:27:51,990 +customer sometime is not really flexible with the + +396 +00:27:51,990 --> 00:27:55,070 +seller, is not really listening or might like just + +397 +00:27:55,070 --> 00:27:57,910 +shut the door in front of him and just he don't + +398 +00:27:57,910 --> 00:28:01,760 +want anything from the salespeople. So sometimes + +399 +00:28:01,760 --> 00:28:05,660 +this might be a waste of time for the sales + +400 +00:28:05,660 --> 00:28:12,560 +people. Also some customers would consider this as + +401 +00:28:12,560 --> 00:28:14,840 +less trust of their company. If he knows the + +402 +00:28:14,840 --> 00:28:17,770 +company for example, if Evan comes and I am buying + +403 +00:28:17,770 --> 00:28:20,970 +from Avon shops, I would say why they are just + +404 +00:28:20,970 --> 00:28:24,250 +coming on the doors? Are there just needy for some + +405 +00:28:24,250 --> 00:28:27,250 +customers to buy from them? Some customers will + +406 +00:28:27,250 --> 00:28:29,930 +think about this. And some customers are irritated + +407 +00:28:29,930 --> 00:28:33,730 +by these actions because sometimes they are not + +408 +00:28:33,730 --> 00:28:36,130 +expecting any visit and they don't like to be + +409 +00:28:36,130 --> 00:28:38,750 +visited like this or they don't want to waste + +410 +00:28:38,750 --> 00:28:41,050 +their time talking to a salesperson. And some + +411 +00:28:41,050 --> 00:28:46,290 +drawbacks from my point of view that the customers + +412 +00:28:46,290 --> 00:28:49,340 +sometimes Just start asking, asking, asking, + +413 +00:28:49,460 --> 00:28:52,880 +asking, and then they would say like, thank you, I + +414 +00:28:52,880 --> 00:28:55,060 +don't want anything. So they are a waste of time + +415 +00:28:55,060 --> 00:28:57,600 +for the sales people. So in general cold + +416 +00:28:57,600 --> 00:29:00,200 +canvassing from my point of view after I just + +417 +00:29:00,200 --> 00:29:02,880 +searched a little bit, it's very good for some + +418 +00:29:02,880 --> 00:29:06,100 +companies, but some companies might have real + +419 +00:29:06,100 --> 00:29:09,560 +damage from it. Also, generally it is very time + +420 +00:29:09,560 --> 00:29:10,000 +consuming + +421 +00:29:13,160 --> 00:29:16,740 +of handing of prospects. It isn't guaranteed for + +422 +00:29:16,740 --> 00:29:18,780 +the reasons which Farah told you about. Any + +423 +00:29:18,780 --> 00:29:20,960 +questions or comments about this, Farah? No. Thank + +424 +00:29:20,960 --> 00:29:26,000 +you very much. Well done. Yes? My name is Isra + +425 +00:29:26,000 --> 00:29:29,280 +Shaker. Shaker, I'm studying Faculty of Commerce, + +426 +00:29:29,720 --> 00:29:33,680 +Level 3. Today, inshallah, we are talking about + +427 +00:29:33,680 --> 00:29:38,260 +how to identifying a good prospect. There are most + +428 +00:29:38,260 --> 00:29:42,380 +efficient methods. The first one is direct mail. + +429 +00:29:42,740 --> 00:29:46,240 +Direct mail all companies receive direct inquiries + +430 +00:29:46,240 --> 00:29:49,480 +about their products and services from potential + +431 +00:29:49,480 --> 00:29:54,660 +customers and it considers an excellent vehicle to + +432 +00:29:54,660 --> 00:30:02,600 +locate prospects. The fact that sales persons are + +433 +00:30:02,600 --> 00:30:07,360 +concentrating on those prospects are most likely + +434 +00:30:07,360 --> 00:30:11,120 +to purchase. We have example at a tribute + +435 +00:30:11,120 --> 00:30:16,540 +insurance company on cleft land that analyzed the + +436 +00:30:16,540 --> 00:30:22,260 +response that coming from mailing. to explain the + +437 +00:30:22,260 --> 00:30:25,160 +issues about, the critical issues about the + +438 +00:30:25,160 --> 00:30:28,460 +prospects, such as the buying framework and budget + +439 +00:30:28,460 --> 00:30:33,700 +concentrate. As a result, high quality sales + +440 +00:30:33,700 --> 00:30:37,960 +persons concentrate on high priced sales persons + +441 +00:30:37,960 --> 00:30:43,180 +concentrate on high quality prospects. It's clear? + +442 +00:30:43,440 --> 00:30:45,540 +It's clear. So can you provide us with a local + +443 +00:30:45,540 --> 00:30:49,460 +example about that? For example, when the + +444 +00:30:49,460 --> 00:30:51,940 +Palestinian telecommunications company is going to + +445 +00:30:51,940 --> 00:30:54,860 +send its envelope along with the bill, sometimes + +446 +00:30:54,860 --> 00:30:56,920 +whenever we are going to open the envelope, you + +447 +00:30:56,920 --> 00:30:58,300 +are going to find that there is a kind of + +448 +00:30:58,300 --> 00:31:01,040 +commercial, or there is a kind of offer, or there + +449 +00:31:01,040 --> 00:31:04,760 +is a kind of sales. Yes, advertising. So this is + +450 +00:31:04,760 --> 00:31:07,200 +an example of how we can recruit or build a + +451 +00:31:07,200 --> 00:31:07,520 +prospectus. + +452 +00:31:13,390 --> 00:31:15,630 +consider to be very limited. You are going to + +453 +00:31:15,630 --> 00:31:18,250 +wonder why? Simply because our country is + +454 +00:31:18,250 --> 00:31:23,870 +suffering from poor main services. But is it + +455 +00:31:23,870 --> 00:31:26,030 +applicable? It is applicable by a very limited + +456 +00:31:26,030 --> 00:31:29,130 +number of firms. The strongest one of them is + +457 +00:31:29,130 --> 00:31:31,710 +Palestine Intercommunication Company. Go on, next. + +458 +00:31:32,800 --> 00:31:36,900 +The other vehicle for generating good prospects is + +459 +00:31:36,900 --> 00:31:42,320 +a trade show. It is estimated that more than 145 + +460 +00:31:42,320 --> 00:31:47,200 +firms participate in over 8,000 trade shows at a + +461 +00:31:47,200 --> 00:31:50,960 +cost of 10 billion annually. For example, a + +462 +00:31:50,960 --> 00:31:56,520 +national restaurant company held show in Chicago + +463 +00:31:56,520 --> 00:32:04,620 +draws more than 100,000 100,000 food buyers and + +464 +00:32:04,620 --> 00:32:09,080 +business owner. + +465 +00:32:09,220 --> 00:32:11,800 +And there is two reasons for popularity that trade + +466 +00:32:11,800 --> 00:32:17,860 +shows. Number one, it's + +467 +00:32:17,860 --> 00:32:24,820 +low cost per + +468 +00:32:24,820 --> 00:32:28,500 +content customer. + +469 +00:32:33,310 --> 00:32:36,070 +Another reason is that organizations convert + +470 +00:32:36,070 --> 00:32:40,850 +messages to all prospects through + +471 +00:32:40,850 --> 00:32:44,390 +the graphics, business structures, displays, + +472 +00:32:44,710 --> 00:32:51,470 +advertisements and other supporting materials. + +473 +00:32:51,810 --> 00:32:55,290 +In fact, some trading shows don't permit the + +474 +00:32:55,290 --> 00:33:01,030 +writing of orders. Is it clear? Also regarding the + +475 +00:33:01,030 --> 00:33:03,150 +trade shows, we can add to what Asraha just + +476 +00:33:03,150 --> 00:33:06,650 +explained. For example, College of Commerce in the + +477 +00:33:06,650 --> 00:33:09,230 +Islamic University of Gaza, every single year it + +478 +00:33:09,230 --> 00:33:12,710 +is organizing the show or the trade show of their + +479 +00:33:12,710 --> 00:33:15,450 +national products. Also sometimes the university + +480 +00:33:15,450 --> 00:33:18,990 +is organizing book shows. Exactly. So these are + +481 +00:33:18,990 --> 00:33:20,830 +local examples from Gaza market. + +482 +00:33:31,060 --> 00:33:34,660 +four military firms. These military firms, they + +483 +00:33:34,660 --> 00:33:38,340 +are going to expose or display their own military + +484 +00:33:38,340 --> 00:33:41,800 +products from airplanes, jet fighters, tanks and + +485 +00:33:41,800 --> 00:33:45,420 +so on. If you are going to think, why the shows in + +486 +00:33:45,420 --> 00:33:48,220 +these or for these military firms? Because + +487 +00:33:48,220 --> 00:33:50,520 +remember, these military items or military + +488 +00:33:50,520 --> 00:33:53,700 +products cannot be assessed or evaluated while + +489 +00:33:53,700 --> 00:33:57,000 +they are displaced in a very station or + +490 +00:34:01,710 --> 00:34:04,150 +and they have to be operated so that we can + +491 +00:34:04,150 --> 00:34:04,830 +evaluate them. + +492 +00:34:08,150 --> 00:34:11,170 +Another vehicle is directories. These are border + +493 +00:34:11,170 --> 00:34:15,250 +sources of leads for many firms, like chambers of + +494 +00:34:15,250 --> 00:34:19,410 +commerce. For example, the Thomas Register of + +495 +00:34:19,410 --> 00:34:24,550 +Manufacturing, an American company, provides names + +496 +00:34:24,550 --> 00:34:28,750 +and addresses and other information according to + +497 +00:34:28,750 --> 00:34:34,700 +the type of products and type of states. to the + +498 +00:34:34,700 --> 00:34:38,560 +type of products and the type of states. + +499 +00:34:38,880 --> 00:34:43,140 +Furthermore, the firms in the registrar's company + +500 +00:34:43,140 --> 00:34:48,380 +are scored according to their assets, so the + +501 +00:34:48,380 --> 00:34:52,940 +salesperson can + +502 +00:34:52,940 --> 00:34:57,260 +make judge to the size of each botanical + +503 +00:34:57,260 --> 00:34:58,760 +customers. + +504 +00:35:00,350 --> 00:35:06,430 +Another vehicle is the internet. The internet has + +505 +00:35:06,430 --> 00:35:10,610 +revolutionized the process of selling and + +506 +00:35:10,610 --> 00:35:14,050 +qualifying customers. There are many examples of + +507 +00:35:14,050 --> 00:35:18,250 +the internet. There is Dell Online. Another + +508 +00:35:18,250 --> 00:35:22,890 +example is Tesla for example. This is considered + +509 +00:35:22,890 --> 00:35:28,400 +to be one of the most internet C.S.E Johnson. Yes, + +510 +00:35:29,160 --> 00:35:31,620 +he's very famous. And the majority of what he says + +511 +00:35:31,620 --> 00:35:34,900 +is coordinated through internet. The final + +512 +00:35:34,900 --> 00:35:41,900 +reference. The final one refers from my point of + +513 +00:35:41,900 --> 00:35:45,500 +view, I think it's like indirect marketers. + +514 +00:35:46,380 --> 00:35:49,160 +Indirect marketers are satisfied a customer is + +515 +00:35:49,160 --> 00:35:52,320 +asked to provide the name and other information of + +516 +00:35:52,320 --> 00:35:54,820 +other customer who might be interested in their + +517 +00:35:54,820 --> 00:36:00,320 +products and service. And sometimes we can supply + +518 +00:36:00,320 --> 00:36:04,600 +production to customer about the sales persons. + +519 +00:36:05,040 --> 00:36:08,620 +The advantage of this reference is that persons + +520 +00:36:08,620 --> 00:36:13,080 +sometimes like to say something about their + +521 +00:36:13,080 --> 00:36:17,080 +product and salesperson. The salesperson may not + +522 +00:36:17,080 --> 00:36:20,480 +be credible coming directly from the salesperson. + +523 +00:36:21,660 --> 00:36:24,920 +Company references are involved in speak + +524 +00:36:24,920 --> 00:36:29,160 +engagement, videos, white paper, and articles, all + +525 +00:36:29,160 --> 00:36:33,060 +of these to networking with other customers. + +526 +00:36:33,180 --> 00:36:34,160 +Excellent. Well done. + +527 +00:36:40,620 --> 00:36:44,140 +The person who has two conditions, number one, he + +528 +00:36:44,140 --> 00:36:47,820 +or she tested the product, and number two, he got + +529 +00:36:47,820 --> 00:36:51,600 +satisfied or she got satisfied. If they have these + +530 +00:36:51,600 --> 00:36:54,440 +two conditions, this means they are going to + +531 +00:36:54,440 --> 00:36:56,680 +formulate something called positive feedback about + +532 +00:36:56,680 --> 00:37:00,050 +the product. This positive feedback will be + +533 +00:37:00,050 --> 00:37:02,910 +transformed, will be transferred to other + +534 +00:37:02,910 --> 00:37:06,130 +colleagues, to other friends. Listen. So the + +535 +00:37:06,130 --> 00:37:10,010 +referral, this person, he or she will act as a + +536 +00:37:10,010 --> 00:37:15,150 +salesperson indirectly for our sales agents. Is he + +537 +00:37:15,150 --> 00:37:19,130 +viable or is she viable? No. But she is + +538 +00:37:19,130 --> 00:37:23,250 +recommending and advocating us. Okay? That's it. + +539 +00:37:23,350 --> 00:37:26,140 +Thank you very much. Listen. We would like to + +540 +00:37:26,140 --> 00:37:28,420 +complete by other students who would like to talk + +541 +00:37:28,420 --> 00:37:30,680 +about this thing. Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..d2e7f918e349b9bb781e1f4786bb52b3894cf7c0 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.srt @@ -0,0 +1,2164 @@ +1 +00:00:20,920 --> 00:00:23,680 +Good morning, my name is Iman Alaeddin, Fawzia + +2 +00:00:23,680 --> 00:00:28,500 +Asfour. I am a student in commerce faculty, + +3 +00:00:29,020 --> 00:00:31,560 +business administration. The specialization is + +4 +00:00:31,560 --> 00:00:35,700 +business administration. The level three. In the + +5 +00:00:35,700 --> 00:00:38,400 +name of Allah, today inshallah I want to talk + +6 +00:00:38,400 --> 00:00:42,500 +about building prospect profile. As Dr. Wasim + +7 +00:00:42,500 --> 00:00:44,920 +mentioned in the previous lecture that there are + +8 +00:00:44,920 --> 00:00:50,850 +two ways for growth. The first one is to obtain + +9 +00:00:50,850 --> 00:00:51,650 +new customers. + +10 +00:00:55,570 --> 00:00:58,930 +And the second is to grow the business with the + +11 +00:00:58,930 --> 00:01:04,330 +current customers or with the existing customers. + +12 +00:01:07,750 --> 00:01:10,230 +First, to obtain new customers, there are three + +13 +00:01:10,230 --> 00:01:13,330 +steps we have to do. The first one is to build the + +14 +00:01:13,330 --> 00:01:14,110 +prospective profile. + +15 +00:01:18,640 --> 00:01:22,320 +Second is to build a prospect list. And the third + +16 +00:01:22,320 --> 00:01:25,900 +to qualify the prospect. I am going to talk about + +17 +00:01:25,900 --> 00:01:29,480 +prospect profile. Prospect profile refers to + +18 +00:01:29,480 --> 00:01:32,020 +database. When we talk about prospect profile, + +19 +00:01:32,200 --> 00:01:37,860 +this means database. Okay? All companies must + +20 +00:01:37,860 --> 00:01:44,860 +focus more of their money, time, and efforts + +21 +00:01:47,630 --> 00:01:52,490 +Only customers who + +22 +00:01:52,490 --> 00:01:55,890 +are or who have the probability to be good + +23 +00:01:55,890 --> 00:02:02,030 +customers, important customers, + +24 +00:02:02,650 --> 00:02:09,190 +profitable ones and qualified customers. And what + +25 +00:02:09,190 --> 00:02:12,190 +is the meaning of qualified customers? The last + +26 +00:02:12,190 --> 00:02:13,670 +lecture we talked about it. + +27 +00:02:17,770 --> 00:02:20,630 +Yes, the customers who have the financial capacity + +28 +00:02:20,630 --> 00:02:24,310 +to own our product. These factors I talk about it, + +29 +00:02:24,610 --> 00:02:27,690 +identify whom, identify the best prospect for the + +30 +00:02:27,690 --> 00:02:29,810 +company. Best prospect. + +31 +00:02:32,090 --> 00:02:35,550 +We want to know that the factors that identify the + +32 +00:02:35,550 --> 00:02:38,270 +best prospects of our company is called the + +33 +00:02:38,270 --> 00:02:40,990 +prospect profile. Okay? Understood what is a + +34 +00:02:40,990 --> 00:02:44,130 +prospect profile? So the prospect profile is the + +35 +00:02:44,130 --> 00:02:47,450 +profile of what the best customers look like. The + +36 +00:02:47,450 --> 00:02:49,750 +characteristic of our best customers for any + +37 +00:02:49,750 --> 00:02:53,950 +company. Okay? Is there any question? Okay. + +38 +00:02:58,000 --> 00:03:03,140 +Now, prospect profile is not for nothing. It has a + +39 +00:03:03,140 --> 00:03:05,560 +very great importance. To know this importance, we + +40 +00:03:05,560 --> 00:03:09,840 +want to see this example. + +41 +00:03:17,200 --> 00:03:19,700 +Imagine that you have a car agency. + +42 +00:03:23,360 --> 00:03:25,500 +And this correspondence was visited by three + +43 +00:03:25,500 --> 00:03:27,820 +prospects. So those three prospects, let's talk + +44 +00:03:27,820 --> 00:03:35,900 +about Fatin, Walaa and Hani. Fatin, Walaa and + +45 +00:03:35,900 --> 00:03:36,160 +Hani. + +46 +00:03:40,010 --> 00:03:43,290 +First, Fatin is a businesswoman who goes to the + +47 +00:03:43,290 --> 00:03:46,510 +car agency and buys the most expensive car with + +48 +00:03:46,510 --> 00:03:52,810 +high quality and new styles. And she always renews + +49 +00:03:52,810 --> 00:03:55,190 +the car whenever the car agency introduces a new + +50 +00:03:55,190 --> 00:03:59,010 +product. So the car agency classified Fatin as a + +51 +00:03:59,010 --> 00:04:02,110 +good, important and qualified customer. + +52 +00:04:05,000 --> 00:04:12,060 +Yes, VIP. Walaa have a need to buy a car, but her + +53 +00:04:12,060 --> 00:04:15,160 +capabilities are limited. She go to the car agency + +54 +00:04:15,160 --> 00:04:19,480 +and ask for the most cheap car and didn't care + +55 +00:04:19,480 --> 00:04:24,880 +about the style. Don't be sad, okay? For the most + +56 +00:04:24,880 --> 00:04:29,000 +cheap car because of her limited capabilities. So + +57 +00:04:29,000 --> 00:04:31,660 +the car agency will classify Walaa to be ordinary + +58 +00:04:31,660 --> 00:04:32,700 +customer. + +59 +00:04:37,270 --> 00:04:40,610 +Hanin is a student, have a drive license, but it + +60 +00:04:40,610 --> 00:04:44,190 +can't buy the car now, and maybe it have the + +61 +00:04:44,190 --> 00:04:48,070 +ability to buy the car in the future. She just + +62 +00:04:48,070 --> 00:04:50,710 +like to take an information, collect information + +63 +00:04:50,710 --> 00:04:53,970 +about the cars, its prices, and the benefits and + +64 +00:04:53,970 --> 00:04:56,190 +features to have an accurate decision in the + +65 +00:04:56,190 --> 00:04:58,830 +future, in order to buy the car in the future. So + +66 +00:04:58,830 --> 00:05:01,350 +she just go to the car agency and ask for + +67 +00:05:01,350 --> 00:05:04,230 +information, and doesn't benefit the company + +68 +00:05:04,230 --> 00:05:07,130 +anything. So they will look for a prospect who + +69 +00:05:07,130 --> 00:05:09,990 +waste their time for the company. Waste. + +70 +00:05:14,580 --> 00:05:18,000 +So, not all business want or need your products or + +71 +00:05:18,000 --> 00:05:21,300 +services. This is a fact. Some prospects will + +72 +00:05:21,300 --> 00:05:24,100 +clearly be a waste of your time. Like Hani in this + +73 +00:05:24,100 --> 00:05:25,980 +example, she just asked for information and + +74 +00:05:25,980 --> 00:05:29,680 +doesn't benefit the company anything. While others + +75 +00:05:29,680 --> 00:05:32,940 +will not buy enough to make it worth your time. + +76 +00:05:34,220 --> 00:05:36,160 +The relationship between Walla and the car agency, + +77 +00:05:36,540 --> 00:05:40,940 +it is temporary and may not repeat or will repeat + +78 +00:05:40,940 --> 00:05:44,520 +after a long period of time because of its limited + +79 +00:05:44,520 --> 00:05:48,080 +capabilities. And you must first decide what + +80 +00:05:48,080 --> 00:05:50,720 +factors determine who is a good prospect. After + +81 +00:05:50,720 --> 00:05:52,760 +meeting the customers and know their + +82 +00:05:52,760 --> 00:05:55,990 +characteristics, who is the best prospect? For + +83 +00:05:55,990 --> 00:05:59,610 +sure, yes. So what is the importance of knowing + +84 +00:05:59,610 --> 00:06:02,570 +the best prospects? What is the importance of + +85 +00:06:02,570 --> 00:06:05,590 +building the prospect profile? It gives the + +86 +00:06:05,590 --> 00:06:10,970 +company the choice of where you put your time and + +87 +00:06:10,970 --> 00:06:15,860 +effort to move customers. Exactly. Excellent. Yes, + +88 +00:06:16,240 --> 00:06:18,840 +so the prospect profile is important to know where + +89 +00:06:18,840 --> 00:06:21,120 +to allocate our resources. To allocate our + +90 +00:06:21,120 --> 00:06:25,020 +resources for the right prospects and not wasting + +91 +00:06:25,020 --> 00:06:28,580 +our time money and effort for the prospects who + +92 +00:06:28,580 --> 00:06:32,140 +really waste our time. Okay, this means building a + +93 +00:06:32,140 --> 00:06:35,080 +prospect profile which is simply a profile of what + +94 +00:06:35,080 --> 00:06:40,100 +the prospect looks like. Understood? Any question? + +95 +00:06:41,580 --> 00:06:44,680 +Okay, now in order to build a prospect profile, + +96 +00:06:48,980 --> 00:06:52,280 +For sure, we need what before building a + +97 +00:06:52,280 --> 00:06:55,960 +prospective profile? Information. Sure, we need an + +98 +00:06:55,960 --> 00:06:56,520 +information. + +99 +00:06:59,420 --> 00:07:03,000 +This information classified into two types. First, + +100 +00:07:03,100 --> 00:07:10,500 +the information before meeting customers and + +101 +00:07:10,500 --> 00:07:12,260 +information after meeting customers. + +102 +00:07:21,700 --> 00:07:24,240 +Information after meeting customers, we talk about + +103 +00:07:24,240 --> 00:07:26,840 +it in the example. After we meet the customers, we + +104 +00:07:26,840 --> 00:07:29,720 +know who is the best prospect and we can include + +105 +00:07:29,720 --> 00:07:33,160 +their names in the prospect profile, their + +106 +00:07:33,160 --> 00:07:35,940 +address, email. + +107 +00:07:38,030 --> 00:07:42,370 +phone and so on. All the information about the + +108 +00:07:42,370 --> 00:07:46,170 +good prospect for our company. This is information + +109 +00:07:46,170 --> 00:07:48,870 +we got it after meeting the customers. But + +110 +00:07:48,870 --> 00:07:51,110 +information before meeting the customers and the + +111 +00:07:51,110 --> 00:07:53,470 +most important one, the starting point for + +112 +00:07:53,470 --> 00:07:56,190 +building the prospect profile is to know the + +113 +00:07:56,190 --> 00:07:57,730 +target market. + +114 +00:08:00,830 --> 00:08:04,550 +You must review the target market as you mentioned + +115 +00:08:04,550 --> 00:08:08,090 +in your marketing strategy to know exactly who are + +116 +00:08:08,090 --> 00:08:10,990 +your best prospects, to not target all the + +117 +00:08:10,990 --> 00:08:15,270 +customers. I will give you an example to make you + +118 +00:08:15,270 --> 00:08:17,730 +understand how the target market helps you to + +119 +00:08:17,730 --> 00:08:19,090 +identify the best prospects. + +120 +00:08:30,370 --> 00:08:32,130 +Let's return to the car agency. + +121 +00:08:35,550 --> 00:08:39,310 +If this car agency classified the people here in + +122 +00:08:39,310 --> 00:08:44,330 +Gaza according to the level income, we will + +123 +00:08:44,330 --> 00:08:46,890 +classify them into three, people with no income, + +124 +00:08:47,790 --> 00:08:54,250 +lower level income, and middle level income. + +125 +00:08:58,020 --> 00:09:01,360 +As a car agency, which group will it choose, will + +126 +00:09:01,360 --> 00:09:04,620 +it focus on? Middle, for sure the middle level + +127 +00:09:04,620 --> 00:09:08,580 +income. If we classify the people according to the + +128 +00:09:08,580 --> 00:09:11,640 +age, here in Gaza, they are classified to be + +129 +00:09:11,640 --> 00:09:18,760 +children, teenagers, teens, youth, all. Which + +130 +00:09:18,760 --> 00:09:21,740 +group will be focused on? Youth, for sure youth. + +131 +00:09:22,220 --> 00:09:24,540 +According, maybe we'll classify them according to + +132 +00:09:24,540 --> 00:09:33,150 +their jobs. We have two types, blue cooler and + +133 +00:09:33,150 --> 00:09:38,210 +white cooler. Of course, + +134 +00:09:38,390 --> 00:09:41,390 +they will focus on white cooler. So, when you get + +135 +00:09:41,390 --> 00:09:45,510 +a look on the target market, for sure you will + +136 +00:09:45,510 --> 00:09:49,470 +know the best prospects for your company. How? + +137 +00:09:50,550 --> 00:09:53,760 +Let's see. We will know here that the best + +138 +00:09:53,760 --> 00:09:56,000 +prospects for the car agency, the people with + +139 +00:09:56,000 --> 00:09:58,380 +middle level income, the people who are youth and + +140 +00:09:58,380 --> 00:10:01,800 +the people with white collar. This is how the + +141 +00:10:01,800 --> 00:10:05,300 +market strategy target market helped me to + +142 +00:10:05,300 --> 00:10:08,560 +identify the best prospects. Understand? Before + +143 +00:10:08,560 --> 00:10:11,680 +meeting the customer. This after meeting the + +144 +00:10:11,680 --> 00:10:14,260 +customers. You target the market after meeting the + +145 +00:10:14,260 --> 00:10:18,180 +customer. Before. Sorry, before. Yes, this is + +146 +00:10:18,180 --> 00:10:20,940 +before. So building a prospective profile, we + +147 +00:10:20,940 --> 00:10:23,540 +collect data before meeting the customers and + +148 +00:10:23,540 --> 00:10:25,700 +after meeting the customers. So building a + +149 +00:10:25,700 --> 00:10:28,160 +prospective profile needs information. Today, + +150 +00:10:28,280 --> 00:10:30,100 +because of technology, internet provides more + +151 +00:10:30,100 --> 00:10:32,900 +websites that help companies to identify the + +152 +00:10:32,900 --> 00:10:35,680 +target market and identify new customers for the + +153 +00:10:35,680 --> 00:10:39,320 +company. Thank you. I wish you benefit from my + +154 +00:10:39,320 --> 00:10:39,740 +explanation. + +155 +00:10:57,260 --> 00:11:00,820 +Assalamualaikum. I am Huda Khamis Barakat. I'm + +156 +00:11:00,820 --> 00:11:04,520 +studying Business Administration at the Faculty of + +157 +00:11:04,520 --> 00:11:10,000 +Commerce, Level 3. Now I am going to continue what + +158 +00:11:10,000 --> 00:11:15,180 +is presented by Iman. And as Iman said, the + +159 +00:11:15,180 --> 00:11:19,880 +prospect profile simply is a profile of what the + +160 +00:11:19,880 --> 00:11:29,220 +prospect looks like. And there are a few aspects + +161 +00:11:29,220 --> 00:11:34,380 +that help us in building a prospect profile, such + +162 +00:11:34,380 --> 00:11:35,880 +as demographic aspect. + +163 +00:11:46,160 --> 00:11:54,600 +Demographic aspect, who want to Who know about the + +164 +00:11:54,600 --> 00:11:59,420 +definition of demographics? What is made? + +165 +00:11:59,520 --> 00:12:04,200 +Demography? How do we define our demography? We + +166 +00:12:04,200 --> 00:12:06,820 +defined it in the past. It's the variation among + +167 +00:12:06,820 --> 00:12:09,900 +people according to their age, residency and other + +168 +00:12:09,900 --> 00:12:14,280 +characteristics. It's individual characteristic + +169 +00:12:14,280 --> 00:12:21,190 +such as age, business, job. Yeah, educational + +170 +00:12:21,190 --> 00:12:25,170 +background. To simplify this aspect which is the + +171 +00:12:25,170 --> 00:12:29,990 +demographic characteristic, I have an example. If + +172 +00:12:29,990 --> 00:12:35,190 +I am selling a blood processing machine, + +173 +00:12:47,200 --> 00:12:54,100 +I expect that my prospect will be hematologist. + +174 +00:13:01,490 --> 00:13:06,810 +Of course, hematologist, a person or a hospital + +175 +00:13:06,810 --> 00:13:11,290 +consultant who is responsible for treating and + +176 +00:13:11,290 --> 00:13:15,950 +analyzing blood disorders. So this person will + +177 +00:13:15,950 --> 00:13:21,330 +have, the demographic characteristic of him will + +178 +00:13:21,330 --> 00:13:28,190 +be age under, young, under 30. + +179 +00:13:31,180 --> 00:13:37,020 +Also, he will be, he trained, have a knowledge, + +180 +00:13:37,300 --> 00:13:39,420 +educational background. + +181 +00:13:53,080 --> 00:13:53,760 +It's clear? + +182 +00:13:57,120 --> 00:14:02,620 +This information classified as information before + +183 +00:14:02,620 --> 00:14:09,240 +building prospect profile. And after we build + +184 +00:14:09,240 --> 00:14:13,950 +prospect profile, we will know other other example + +185 +00:14:13,950 --> 00:14:19,830 +such as size of the business we know that our + +186 +00:14:19,830 --> 00:14:24,770 +prospect may individual firms organization we + +187 +00:14:24,770 --> 00:14:29,970 +should know the size of our business prospect also + +188 +00:14:29,970 --> 00:14:33,010 +customer age or background as we stop at the size + +189 +00:14:33,010 --> 00:14:35,310 +of business can you provide us with a local + +190 +00:14:35,310 --> 00:14:43,510 +example from our daily life now listen Till 2005, + +191 +00:14:44,530 --> 00:14:47,730 +we were talking at least about four major rivers + +192 +00:14:47,730 --> 00:14:50,690 +freezing up. One of them is the semicircle of + +193 +00:14:50,690 --> 00:14:52,550 +Gaza, which we are sitting here in it. + +194 +00:15:00,700 --> 00:15:02,760 +And after this date, we began witnessing + +195 +00:15:02,760 --> 00:15:05,600 +increasing number of their universities, beginning + +196 +00:15:05,600 --> 00:15:08,420 +from Palestine or University of Palestine, + +197 +00:15:08,860 --> 00:15:12,160 +University of Gaza, the Ummah University, and so + +198 +00:15:12,160 --> 00:15:15,440 +on and so on. If you are going to wonder, why + +199 +00:15:15,440 --> 00:15:18,040 +those investors, why they decided to take a + +200 +00:15:18,040 --> 00:15:21,080 +decision and to build X academic organizations in + +201 +00:15:21,080 --> 00:15:24,680 +Gaza? Simply because of the first factor, which is + +202 +00:15:24,680 --> 00:15:28,340 +the size of business. They made some statistics, + +203 +00:15:28,980 --> 00:15:32,100 +but these statistics showed them that we are + +204 +00:15:32,100 --> 00:15:35,960 +talking about a big number of students who cannot + +205 +00:15:35,960 --> 00:15:39,520 +have full admission in these four major + +206 +00:15:39,520 --> 00:15:43,100 +universities. So they said, why we shouldn't build + +207 +00:15:43,100 --> 00:15:46,460 +EXA or a new academic institution through which + +208 +00:15:52,040 --> 00:15:56,440 +of size of business. So the size of academia in + +209 +00:15:56,440 --> 00:15:59,500 +Gaza, it is considered to be extraordinary. It is + +210 +00:15:59,500 --> 00:16:02,280 +classified to be very huge and big. So if it is + +211 +00:16:02,280 --> 00:16:05,100 +huge and big, is there a good decision to invest + +212 +00:16:05,100 --> 00:16:11,480 +in? Of course. The other factors such as customer + +213 +00:16:11,480 --> 00:16:17,100 +age or background, as we mentioned here, the age + +214 +00:16:17,100 --> 00:16:25,400 +of hematologist under 30 and he must have an + +215 +00:16:25,400 --> 00:16:28,400 +educational background and knowledge. Also + +216 +00:16:28,400 --> 00:16:32,220 +business product specialty, we should… But this + +217 +00:16:32,220 --> 00:16:35,550 +came back quite a number too. customer aid or + +218 +00:16:35,550 --> 00:16:38,470 +background. For example, let's talk about + +219 +00:16:38,470 --> 00:16:41,650 +background as one of the demographical items which + +220 +00:16:41,650 --> 00:16:45,050 +are very important to invest or to establish a + +221 +00:16:45,050 --> 00:16:48,630 +firm or a business or a sales address. If you are + +222 +00:16:48,630 --> 00:16:50,710 +going to, for example, to talk about the Gulf + +223 +00:16:50,710 --> 00:16:54,730 +area, Gulf area is classified to be the highest + +224 +00:16:54,730 --> 00:16:59,430 +intensive population area who are suffering from a + +225 +00:16:59,430 --> 00:17:02,720 +disease which is called diabetes. Because + +226 +00:17:02,720 --> 00:17:06,200 +diabetes, for example, it imitated or it + +227 +00:17:06,200 --> 00:17:10,280 +motivated, it encouraged the soda companies and + +228 +00:17:10,280 --> 00:17:13,720 +firms like Coca-Cola and Pepsi in order to + +229 +00:17:13,720 --> 00:17:17,760 +increase their productivity of Diet Pepsi or Diet + +230 +00:17:17,760 --> 00:17:20,740 +Coke. Why? Because they are looking at the + +231 +00:17:20,740 --> 00:17:23,820 +population and a big number of them are infected + +232 +00:17:23,820 --> 00:17:27,540 +with this disease which is called diabetes. So is + +233 +00:17:27,540 --> 00:17:29,940 +this a demographic characteristic which + +234 +00:17:35,600 --> 00:17:40,800 +Also business product specialty and geographic + +235 +00:17:40,800 --> 00:17:46,080 +distance from shipping points. This factor under + +236 +00:17:46,080 --> 00:17:52,820 +demographic characteristic we should know before + +237 +00:17:52,820 --> 00:17:56,700 +building prospective profile. Regarding the final + +238 +00:17:56,700 --> 00:17:59,360 +one, this one is reminding us with one word which + +239 +00:17:59,360 --> 00:18:04,330 +is In other words, if the customer is far away + +240 +00:18:04,330 --> 00:18:07,270 +from the shipping point, he or she is not ready to + +241 +00:18:07,270 --> 00:18:10,670 +go and buy from there. But if he or she is close + +242 +00:18:10,670 --> 00:18:15,180 +enough, they are ready to buy. This is reminding + +243 +00:18:15,180 --> 00:18:22,020 +us of what we said last time. Also, we can use + +244 +00:18:22,020 --> 00:18:25,900 +internet to collect data about our prospect. + +245 +00:18:27,120 --> 00:18:30,680 +Internet plays an integral role in building + +246 +00:18:30,680 --> 00:18:39,800 +prospect profiles such as We can know information + +247 +00:18:39,800 --> 00:18:42,560 +about a prospect through government statistics + +248 +00:18:42,560 --> 00:18:51,660 +that available in websites and there is a useful + +249 +00:18:51,660 --> 00:18:56,080 +website for target marketing and identifying a new + +250 +00:18:56,080 --> 00:19:02,260 +customer which is www.toplist.com and thank you + +251 +00:19:07,250 --> 00:19:10,150 +I'm Farah Sohail Shaat. I'm studying English + +252 +00:19:10,150 --> 00:19:16,150 +Commerce, Faculty of English Commerce. I'm level + +253 +00:19:16,150 --> 00:19:20,510 +three and I will continue what Iman and Huda + +254 +00:19:20,510 --> 00:19:25,070 +started. Today I will explain building a prospect + +255 +00:19:25,070 --> 00:19:28,610 +list. Now, as we said, to generate new accounts, + +256 +00:19:28,990 --> 00:19:31,810 +we should build a prospect profile. To generate + +257 +00:19:31,810 --> 00:19:33,990 +new accounts, we should build a prospect profile. + +258 +00:19:34,690 --> 00:19:38,090 +Now, this prospect profile should be matched with + +259 +00:19:38,090 --> 00:19:41,650 +a prospect list. Now, how this prospect list will + +260 +00:19:41,650 --> 00:19:44,330 +be done, or how we will do this prospect list, + +261 +00:19:44,590 --> 00:19:47,290 +with a traditional method or approach which is + +262 +00:19:47,290 --> 00:19:53,630 +called cold-convasing. This cold-convasing, it's + +263 +00:19:53,630 --> 00:19:59,960 +equally to the cold Calling. Cold calling via + +264 +00:19:59,960 --> 00:20:05,180 +phone. Now cold conveysing has many definitions. I + +265 +00:20:05,180 --> 00:20:09,620 +searched for two or the most matchable definitions + +266 +00:20:09,620 --> 00:20:13,680 +for our explanation + +267 +00:20:13,680 --> 00:20:17,220 +today. Now the first one it is a sales tool. + +268 +00:20:20,700 --> 00:20:23,440 +What does it mean by sales tool? It's a sales tool + +269 +00:20:23,440 --> 00:20:26,360 +used to locate the customers who may be interested + +270 +00:20:26,360 --> 00:20:32,400 +in purchasing or buying our services or goods by a + +271 +00:20:32,400 --> 00:20:35,100 +given business. So the cold conveysing which is + +272 +00:20:35,100 --> 00:20:37,920 +equal to the cold calling which is a sales tool. + +273 +00:20:38,390 --> 00:20:40,770 +This sales tool might have another definition, + +274 +00:20:40,990 --> 00:20:43,930 +which is reaching out to people by going door to + +275 +00:20:43,930 --> 00:20:48,090 +door or via phone to know it. Of course, it + +276 +00:20:48,090 --> 00:20:50,970 +happens in a specific area or a neighborhood to + +277 +00:20:50,970 --> 00:20:54,090 +know what are the preferences of the residents and + +278 +00:20:54,090 --> 00:20:58,730 +what are what they want from any product or + +279 +00:20:58,730 --> 00:21:03,510 +service. Now this cold canvassing, how it works? + +280 +00:21:04,070 --> 00:21:07,190 +Now there's one thing or one important + +281 +00:21:07,190 --> 00:21:09,830 +characteristics of this cold canvassing that the + +282 +00:21:09,830 --> 00:21:13,410 +customer is not expecting any type of visit or a + +283 +00:21:13,410 --> 00:21:16,570 +phone call from the salesperson. That means that + +284 +00:21:16,570 --> 00:21:18,810 +the salesperson, we don't have this activity very + +285 +00:21:18,810 --> 00:21:22,370 +much in Gaza, it might be limited, but it's + +286 +00:21:22,370 --> 00:21:27,240 +available but in a very narrow way. Yes. Now, for + +287 +00:21:27,240 --> 00:21:32,340 +example, in the past, the salesperson used to go + +288 +00:21:32,340 --> 00:21:35,020 +to the homes or the houses and have the kitchen + +289 +00:21:35,020 --> 00:21:38,680 +tools for the housewives. These kitchen tools were + +290 +00:21:38,680 --> 00:21:41,640 +really just for the women. and they go and + +291 +00:21:41,640 --> 00:21:44,040 +knocking on the door for the housewives and say + +292 +00:21:44,040 --> 00:21:47,280 +like I have a kitchen tools that might be good + +293 +00:21:47,280 --> 00:21:49,620 +might be sharp like the knives or something like + +294 +00:21:49,620 --> 00:21:52,580 +that the housewife like just start asking and + +295 +00:21:52,580 --> 00:21:55,740 +asking and then she will be convinced or not and + +296 +00:21:55,740 --> 00:21:58,580 +buy or not so this is how it works that their + +297 +00:21:58,580 --> 00:22:02,110 +customer is not expecting any type of visit If we + +298 +00:22:02,110 --> 00:22:04,710 +are talking about a phone call, that means also + +299 +00:22:04,710 --> 00:22:06,930 +the customer is not expecting any type of a phone + +300 +00:22:06,930 --> 00:22:09,730 +call. That means your phone will just ring and you + +301 +00:22:09,730 --> 00:22:12,610 +have a salesperson talking about that happens in + +302 +00:22:12,610 --> 00:22:15,790 +Gaza in a phone call. Many times you have a phone + +303 +00:22:15,790 --> 00:22:18,230 +call from a phone call and they're just asking, + +304 +00:22:18,650 --> 00:22:20,990 +how's your network? Is your phone working well? Do + +305 +00:22:20,990 --> 00:22:23,590 +you have any maintenance? Do you want any + +306 +00:22:23,590 --> 00:22:25,930 +maintenance from us or something like that? That + +307 +00:22:25,930 --> 00:22:28,610 +means the customer is not expecting any type of... + +308 +00:22:28,610 --> 00:22:32,980 +We would like to focus on something If you are + +309 +00:22:32,980 --> 00:22:36,380 +going to talk about code conversing, giving phone + +310 +00:22:36,380 --> 00:22:38,960 +calls for customers isn't included within this + +311 +00:22:38,960 --> 00:22:43,520 +terminology. Otherwise, code conversing means + +312 +00:22:43,520 --> 00:22:48,280 +simply sellers or sales persons will knock door by + +313 +00:22:48,280 --> 00:22:51,180 +door searching for prospects or potential + +314 +00:22:51,180 --> 00:22:55,460 +customers. But to use a telephone, it isn't + +315 +00:22:55,460 --> 00:23:00,530 +considered to be a code conversing tool. Okay, go + +316 +00:23:00,530 --> 00:23:03,850 +on. Now as we said, the customer is not expecting + +317 +00:23:03,850 --> 00:23:07,550 +any type of visit. So the first contact, this + +318 +00:23:07,550 --> 00:23:09,450 +contact which happens with the customer and the + +319 +00:23:09,450 --> 00:23:13,050 +salespeople make the opportunity to salesperson to + +320 +00:23:13,050 --> 00:23:15,730 +give an introduction about the company, what the + +321 +00:23:15,730 --> 00:23:18,350 +company sells from products or services, and to + +322 +00:23:18,350 --> 00:23:20,990 +make the opportunity to the customer to know about + +323 +00:23:20,990 --> 00:23:24,950 +what this company offers or what it has extra + +324 +00:23:24,950 --> 00:23:31,120 +services and goods to this customer. As it's + +325 +00:23:31,120 --> 00:23:34,120 +written here, it involves contacting prospective + +326 +00:23:34,120 --> 00:23:37,640 +customers without appointments. It's not expecting + +327 +00:23:37,640 --> 00:23:41,360 +any visit. So that is the salespeople call on + +328 +00:23:41,360 --> 00:23:44,460 +firms or knock on doors until they find good + +329 +00:23:44,460 --> 00:23:46,780 +prospects. So they are searching for the good + +330 +00:23:46,780 --> 00:23:49,740 +prospect who will buy or purchase these goods or + +331 +00:23:49,740 --> 00:23:52,500 +services. Now the direct sales organizations such + +332 +00:23:52,500 --> 00:23:54,740 +as Avon Products have had success with this + +333 +00:23:54,740 --> 00:23:59,420 +approach. Now Avon has product lines, which is + +334 +00:23:59,420 --> 00:23:59,900 +beauty, + +335 +00:24:05,030 --> 00:24:13,870 +fashion fashion and house products this + +336 +00:24:13,870 --> 00:24:18,530 +oven company actually it brings everything for all + +337 +00:24:18,530 --> 00:24:22,650 +women globally from the beauty beauty products, + +338 +00:24:22,810 --> 00:24:26,450 +fashion, house products now this oven has + +339 +00:24:26,450 --> 00:24:35,140 +something to say which is that they Bring beauty + +340 +00:24:35,140 --> 00:24:37,900 +to doors + +341 +00:24:41,570 --> 00:24:45,870 +Two doors, that means the oven is really using + +342 +00:24:45,870 --> 00:24:50,290 +cold canvasing because despite of the oven has an + +343 +00:24:50,290 --> 00:24:52,970 +online shopping and shops everywhere in the world, + +344 +00:24:53,490 --> 00:24:58,450 +but they are using the cold canvasing because many + +345 +00:24:58,450 --> 00:25:01,230 +of the women who are the housewives are not having + +346 +00:25:01,230 --> 00:25:03,580 +the time to surf the net for online shopping or + +347 +00:25:03,580 --> 00:25:06,260 +even to go to the shop itself and shop. So they + +348 +00:25:06,260 --> 00:25:09,040 +bring beauty to doors, they bring the beauty + +349 +00:25:09,040 --> 00:25:12,560 +products and go to the housewives and just start + +350 +00:25:12,560 --> 00:25:15,160 +introducing the products and make the women + +351 +00:25:15,160 --> 00:25:20,190 +purchase from them. Sales people selling office + +352 +00:25:20,190 --> 00:25:22,550 +supplies, air conditioning, paper supplies and + +353 +00:25:22,550 --> 00:25:25,550 +insurance also use it with some regularity. These + +354 +00:25:25,550 --> 00:25:28,170 +are some examples for how to use cold convexing. + +355 +00:25:28,790 --> 00:25:32,910 +Now it has some cold convexing used in these + +356 +00:25:32,910 --> 00:25:35,290 +situations because the target markets for these + +357 +00:25:35,290 --> 00:25:38,080 +products are fairly broad. Because sometimes like + +358 +00:25:38,080 --> 00:25:40,780 +the insurance, you don't know exactly where the + +359 +00:25:40,780 --> 00:25:43,460 +customer is who you want to be. So sometimes the + +360 +00:25:43,460 --> 00:25:46,420 +organizations may use the cold canvassing just to + +361 +00:25:46,420 --> 00:25:48,360 +knock on the doors and start asking about any + +362 +00:25:48,360 --> 00:25:52,980 +insurance from the customers. Now we have some + +363 +00:25:52,980 --> 00:25:55,600 +drawbacks for the cold canvassing. Let's talk + +364 +00:25:55,600 --> 00:25:58,090 +about the advantages. Do you think we have + +365 +00:25:58,090 --> 00:26:00,570 +advantages whenever we are going to apply cold + +366 +00:26:00,570 --> 00:26:04,850 +conveysing technique? I might say yes because the + +367 +00:26:04,850 --> 00:26:08,290 +cold conveysing has some advantages because from + +368 +00:26:08,290 --> 00:26:10,870 +my point of view that would make the sales people + +369 +00:26:10,870 --> 00:26:15,330 +contact with the customers directly, face to face + +370 +00:26:15,330 --> 00:26:17,530 +and they would know everything about the company. + +371 +00:26:17,930 --> 00:26:21,010 +All these things is going to increase level of + +372 +00:26:21,010 --> 00:26:26,410 +credibility between the seller and the potential + +373 +00:26:26,410 --> 00:26:29,760 +customer. Is this important? It's very important. + +374 +00:26:30,480 --> 00:26:33,560 +Why? Because we are going to look at items by our + +375 +00:26:33,560 --> 00:26:36,580 +eyes, we are going to touch them, we are going to + +376 +00:26:36,580 --> 00:26:38,940 +ask free questions, and we are going to receive + +377 +00:26:38,940 --> 00:26:42,480 +immediate responses. All these things are positive + +378 +00:26:42,480 --> 00:26:45,220 +because they are contributing to increase the + +379 +00:26:45,220 --> 00:26:48,660 +level of credibility between the seller and the + +380 +00:26:48,660 --> 00:26:53,680 +potential prospect. Other points? It can reach to + +381 +00:26:53,680 --> 00:26:55,600 +customers, busy customers. + +382 +00:26:59,300 --> 00:27:05,500 +Good point. Good point. Also, this is going to be + +383 +00:27:05,500 --> 00:27:07,540 +a very nice way because it is more comfortable. + +384 +00:27:08,320 --> 00:27:10,760 +The seller is coming to the buyer rather than the + +385 +00:27:10,760 --> 00:27:12,600 +buyer is coming to the seller. + +386 +00:27:19,490 --> 00:27:23,450 +And many times the companies usually when they + +387 +00:27:23,450 --> 00:27:25,670 +have a new product they would use the cold can + +388 +00:27:25,670 --> 00:27:27,890 +basing because they want to know how they will + +389 +00:27:27,890 --> 00:27:30,790 +rate this product before launching it to the + +390 +00:27:30,790 --> 00:27:35,470 +market for example. The drawbacks Yes, the + +391 +00:27:35,470 --> 00:27:38,850 +drawback said that the salesperson may waste, the + +392 +00:27:38,850 --> 00:27:40,930 +salespeople may waste their time with the low + +393 +00:27:40,930 --> 00:27:44,290 +quality customers. Why is that? Because some + +394 +00:27:44,290 --> 00:27:47,930 +customers, you know, customer is the king. So the + +395 +00:27:47,930 --> 00:27:51,990 +customer sometime is not really flexible with the + +396 +00:27:51,990 --> 00:27:55,070 +seller, is not really listening or might like just + +397 +00:27:55,070 --> 00:27:57,910 +shut the door in front of him and just he don't + +398 +00:27:57,910 --> 00:28:01,760 +want anything from the salespeople. So sometimes + +399 +00:28:01,760 --> 00:28:05,660 +this might be a waste of time for the sales + +400 +00:28:05,660 --> 00:28:12,560 +people. Also some customers would consider this as + +401 +00:28:12,560 --> 00:28:14,840 +less trust of their company. If he knows the + +402 +00:28:14,840 --> 00:28:17,770 +company for example, if Evan comes and I am buying + +403 +00:28:17,770 --> 00:28:20,970 +from Avon shops, I would say why they are just + +404 +00:28:20,970 --> 00:28:24,250 +coming on the doors? Are there just needy for some + +405 +00:28:24,250 --> 00:28:27,250 +customers to buy from them? Some customers will + +406 +00:28:27,250 --> 00:28:29,930 +think about this. And some customers are irritated + +407 +00:28:29,930 --> 00:28:33,730 +by these actions because sometimes they are not + +408 +00:28:33,730 --> 00:28:36,130 +expecting any visit and they don't like to be + +409 +00:28:36,130 --> 00:28:38,750 +visited like this or they don't want to waste + +410 +00:28:38,750 --> 00:28:41,050 +their time talking to a salesperson. And some + +411 +00:28:41,050 --> 00:28:46,290 +drawbacks from my point of view that the customers + +412 +00:28:46,290 --> 00:28:49,340 +sometimes Just start asking, asking, asking, + +413 +00:28:49,460 --> 00:28:52,880 +asking, and then they would say like, thank you, I + +414 +00:28:52,880 --> 00:28:55,060 +don't want anything. So they are a waste of time + +415 +00:28:55,060 --> 00:28:57,600 +for the sales people. So in general cold + +416 +00:28:57,600 --> 00:29:00,200 +canvassing from my point of view after I just + +417 +00:29:00,200 --> 00:29:02,880 +searched a little bit, it's very good for some + +418 +00:29:02,880 --> 00:29:06,100 +companies, but some companies might have real + +419 +00:29:06,100 --> 00:29:09,560 +damage from it. Also, generally it is very time + +420 +00:29:09,560 --> 00:29:10,000 +consuming + +421 +00:29:13,160 --> 00:29:16,740 +of handing of prospects. It isn't guaranteed for + +422 +00:29:16,740 --> 00:29:18,780 +the reasons which Farah told you about. Any + +423 +00:29:18,780 --> 00:29:20,960 +questions or comments about this, Farah? No. Thank + +424 +00:29:20,960 --> 00:29:26,000 +you very much. Well done. Yes? My name is Isra + +425 +00:29:26,000 --> 00:29:29,280 +Shaker. Shaker, I'm studying Faculty of Commerce, + +426 +00:29:29,720 --> 00:29:33,680 +Level 3. Today, inshallah, we are talking about + +427 +00:29:33,680 --> 00:29:38,260 +how to identifying a good prospect. There are most + +428 +00:29:38,260 --> 00:29:42,380 +efficient methods. The first one is direct mail. + +429 +00:29:42,740 --> 00:29:46,240 +Direct mail all companies receive direct inquiries + +430 +00:29:46,240 --> 00:29:49,480 +about their products and services from potential + +431 +00:29:49,480 --> 00:29:54,660 +customers and it considers an excellent vehicle to + +432 +00:29:54,660 --> 00:30:02,600 +locate prospects. The fact that sales persons are + +433 +00:30:02,600 --> 00:30:07,360 +concentrating on those prospects are most likely + +434 +00:30:07,360 --> 00:30:11,120 +to purchase. We have example at a tribute + +435 +00:30:11,120 --> 00:30:16,540 +insurance company on cleft land that analyzed the + +436 +00:30:16,540 --> 00:30:22,260 +response that coming from mailing. to explain the + +437 +00:30:22,260 --> 00:30:25,160 +issues about, the critical issues about the + +438 +00:30:25,160 --> 00:30:28,460 +prospects, such as the buying framework and budget + +439 +00:30:28,460 --> 00:30:33,700 +concentrate. As a result, high quality sales + +440 +00:30:33,700 --> 00:30:37,960 +persons concentrate on high priced sales persons + +441 +00:30:37,960 --> 00:30:43,180 +concentrate on high quality prospects. It's clear? + +442 +00:30:43,440 --> 00:30:45,540 +It's clear. So can you provide us with a local + +443 +00:30:45,540 --> 00:30:49,460 +example about that? For example, when the + +444 +00:30:49,460 --> 00:30:51,940 +Palestinian telecommunications company is going to + +445 +00:30:51,940 --> 00:30:54,860 +send its envelope along with the bill, sometimes + +446 +00:30:54,860 --> 00:30:56,920 +whenever we are going to open the envelope, you + +447 +00:30:56,920 --> 00:30:58,300 +are going to find that there is a kind of + +448 +00:30:58,300 --> 00:31:01,040 +commercial, or there is a kind of offer, or there + +449 +00:31:01,040 --> 00:31:04,760 +is a kind of sales. Yes, advertising. So this is + +450 +00:31:04,760 --> 00:31:07,200 +an example of how we can recruit or build a + +451 +00:31:07,200 --> 00:31:07,520 +prospectus. + +452 +00:31:13,390 --> 00:31:15,630 +consider to be very limited. You are going to + +453 +00:31:15,630 --> 00:31:18,250 +wonder why? Simply because our country is + +454 +00:31:18,250 --> 00:31:23,870 +suffering from poor main services. But is it + +455 +00:31:23,870 --> 00:31:26,030 +applicable? It is applicable by a very limited + +456 +00:31:26,030 --> 00:31:29,130 +number of firms. The strongest one of them is + +457 +00:31:29,130 --> 00:31:31,710 +Palestine Intercommunication Company. Go on, next. + +458 +00:31:32,800 --> 00:31:36,900 +The other vehicle for generating good prospects is + +459 +00:31:36,900 --> 00:31:42,320 +a trade show. It is estimated that more than 145 + +460 +00:31:42,320 --> 00:31:47,200 +firms participate in over 8,000 trade shows at a + +461 +00:31:47,200 --> 00:31:50,960 +cost of 10 billion annually. For example, a + +462 +00:31:50,960 --> 00:31:56,520 +national restaurant company held show in Chicago + +463 +00:31:56,520 --> 00:32:04,620 +draws more than 100,000 100,000 food buyers and + +464 +00:32:04,620 --> 00:32:09,080 +business owner. + +465 +00:32:09,220 --> 00:32:11,800 +And there is two reasons for popularity that trade + +466 +00:32:11,800 --> 00:32:17,860 +shows. Number one, it's + +467 +00:32:17,860 --> 00:32:24,820 +low cost per + +468 +00:32:24,820 --> 00:32:28,500 +content customer. + +469 +00:32:33,310 --> 00:32:36,070 +Another reason is that organizations convert + +470 +00:32:36,070 --> 00:32:40,850 +messages to all prospects through + +471 +00:32:40,850 --> 00:32:44,390 +the graphics, business structures, displays, + +472 +00:32:44,710 --> 00:32:51,470 +advertisements and other supporting materials. + +473 +00:32:51,810 --> 00:32:55,290 +In fact, some trading shows don't permit the + +474 +00:32:55,290 --> 00:33:01,030 +writing of orders. Is it clear? Also regarding the + +475 +00:33:01,030 --> 00:33:03,150 +trade shows, we can add to what Asraha just + +476 +00:33:03,150 --> 00:33:06,650 +explained. For example, College of Commerce in the + +477 +00:33:06,650 --> 00:33:09,230 +Islamic University of Gaza, every single year it + +478 +00:33:09,230 --> 00:33:12,710 +is organizing the show or the trade show of their + +479 +00:33:12,710 --> 00:33:15,450 +national products. Also sometimes the university + +480 +00:33:15,450 --> 00:33:18,990 +is organizing book shows. Exactly. So these are + +481 +00:33:18,990 --> 00:33:20,830 +local examples from Gaza market. + +482 +00:33:31,060 --> 00:33:34,660 +four military firms. These military firms, they + +483 +00:33:34,660 --> 00:33:38,340 +are going to expose or display their own military + +484 +00:33:38,340 --> 00:33:41,800 +products from airplanes, jet fighters, tanks and + +485 +00:33:41,800 --> 00:33:45,420 +so on. If you are going to think, why the shows in + +486 +00:33:45,420 --> 00:33:48,220 +these or for these military firms? Because + +487 +00:33:48,220 --> 00:33:50,520 +remember, these military items or military + +488 +00:33:50,520 --> 00:33:53,700 +products cannot be assessed or evaluated while + +489 +00:33:53,700 --> 00:33:57,000 +they are displaced in a very station or + +490 +00:34:01,710 --> 00:34:04,150 +and they have to be operated so that we can + +491 +00:34:04,150 --> 00:34:04,830 +evaluate them. + +492 +00:34:08,150 --> 00:34:11,170 +Another vehicle is directories. These are border + +493 +00:34:11,170 --> 00:34:15,250 +sources of leads for many firms, like chambers of + +494 +00:34:15,250 --> 00:34:19,410 +commerce. For example, the Thomas Register of + +495 +00:34:19,410 --> 00:34:24,550 +Manufacturing, an American company, provides names + +496 +00:34:24,550 --> 00:34:28,750 +and addresses and other information according to + +497 +00:34:28,750 --> 00:34:34,700 +the type of products and type of states. to the + +498 +00:34:34,700 --> 00:34:38,560 +type of products and the type of states. + +499 +00:34:38,880 --> 00:34:43,140 +Furthermore, the firms in the registrar's company + +500 +00:34:43,140 --> 00:34:48,380 +are scored according to their assets, so the + +501 +00:34:48,380 --> 00:34:52,940 +salesperson can + +502 +00:34:52,940 --> 00:34:57,260 +make judge to the size of each botanical + +503 +00:34:57,260 --> 00:34:58,760 +customers. + +504 +00:35:00,350 --> 00:35:06,430 +Another vehicle is the internet. The internet has + +505 +00:35:06,430 --> 00:35:10,610 +revolutionized the process of selling and + +506 +00:35:10,610 --> 00:35:14,050 +qualifying customers. There are many examples of + +507 +00:35:14,050 --> 00:35:18,250 +the internet. There is Dell Online. Another + +508 +00:35:18,250 --> 00:35:22,890 +example is Tesla for example. This is considered + +509 +00:35:22,890 --> 00:35:28,400 +to be one of the most internet C.S.E Johnson. Yes, + +510 +00:35:29,160 --> 00:35:31,620 +he's very famous. And the majority of what he says + +511 +00:35:31,620 --> 00:35:34,900 +is coordinated through internet. The final + +512 +00:35:34,900 --> 00:35:41,900 +reference. The final one refers from my point of + +513 +00:35:41,900 --> 00:35:45,500 +view, I think it's like indirect marketers. + +514 +00:35:46,380 --> 00:35:49,160 +Indirect marketers are satisfied a customer is + +515 +00:35:49,160 --> 00:35:52,320 +asked to provide the name and other information of + +516 +00:35:52,320 --> 00:35:54,820 +other customer who might be interested in their + +517 +00:35:54,820 --> 00:36:00,320 +products and service. And sometimes we can supply + +518 +00:36:00,320 --> 00:36:04,600 +production to customer about the sales persons. + +519 +00:36:05,040 --> 00:36:08,620 +The advantage of this reference is that persons + +520 +00:36:08,620 --> 00:36:13,080 +sometimes like to say something about their + +521 +00:36:13,080 --> 00:36:17,080 +product and salesperson. The salesperson may not + +522 +00:36:17,080 --> 00:36:20,480 +be credible coming directly from the salesperson. + +523 +00:36:21,660 --> 00:36:24,920 +Company references are involved in speak + +524 +00:36:24,920 --> 00:36:29,160 +engagement, videos, white paper, and articles, all + +525 +00:36:29,160 --> 00:36:33,060 +of these to networking with other customers. + +526 +00:36:33,180 --> 00:36:34,160 +Excellent. Well done. + +527 +00:36:40,620 --> 00:36:44,140 +The person who has two conditions, number one, he + +528 +00:36:44,140 --> 00:36:47,820 +or she tested the product, and number two, he got + +529 +00:36:47,820 --> 00:36:51,600 +satisfied or she got satisfied. If they have these + +530 +00:36:51,600 --> 00:36:54,440 +two conditions, this means they are going to + +531 +00:36:54,440 --> 00:36:56,680 +formulate something called positive feedback about + +532 +00:36:56,680 --> 00:37:00,050 +the product. This positive feedback will be + +533 +00:37:00,050 --> 00:37:02,910 +transformed, will be transferred to other + +534 +00:37:02,910 --> 00:37:06,130 +colleagues, to other friends. Listen. So the + +535 +00:37:06,130 --> 00:37:10,010 +referral, this person, he or she will act as a + +536 +00:37:10,010 --> 00:37:15,150 +salesperson indirectly for our sales agents. Is he + +537 +00:37:15,150 --> 00:37:19,130 +viable or is she viable? No. But she is + +538 +00:37:19,130 --> 00:37:23,250 +recommending and advocating us. Okay? That's it. + +539 +00:37:23,350 --> 00:37:26,140 +Thank you very much. Listen. We would like to + +540 +00:37:26,140 --> 00:37:28,420 +complete by other students who would like to talk + +541 +00:37:28,420 --> 00:37:30,680 +about this thing. Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ.srt new file mode 100644 index 0000000000000000000000000000000000000000..bef873526e3d3f0c5439261b569a42aaa610eced --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ.srt @@ -0,0 +1,2052 @@ +1 +00:00:21,060 --> 00:00:25,020 +Good morning, my name is Seham Tolba. I study + +2 +00:00:25,020 --> 00:00:28,560 +Business Administration in the Faculty of Commerce. + +3 +00:00:29,060 --> 00:00:33,940 +Today we will discuss "I cannot afford to lose this" + +4 +00:00:33,940 --> 00:00:37,340 +business and start with the first point. Having + +5 +00:00:37,340 --> 00:00:43,180 +performed a break-even analysis, how can salespeople + +6 +00:00:43,180 --> 00:00:46,800 +use this information? And let's return to the last + +7 +00:00:46,800 --> 00:00:50,440 +slide. As we see here, + +8 +00:00:53,100 --> 00:01:00,980 +break-even sales volume is 30.6. That means if our + +9 +00:01:00,980 --> 00:01:07,400 +sales volume is more than this break-even point, we will make + +10 +00:01:07,400 --> 00:01:10,460 +a profit, but less than that, we will make losses. So, how + +11 +00:01:10,460 --> 00:01:17,040 +can salespeople benefit from this + +12 +00:01:17,040 --> 00:01:21,360 +information? And how can they deal with customers? We + +13 +00:01:21,360 --> 00:01:30,980 +are concerned with customers who make + +14 +00:01:30,980 --> 00:01:40,050 +a profit for us or those who make less, under the break-even sales volume. + +15 +00:01:40,670 --> 00:01:45,430 +And also, from this information, we know the number of + +16 +00:01:45,430 --> 00:01:51,130 +sales calls necessary and the average + +17 +00:01:51,130 --> 00:01:55,370 +sales call cost. Also, the direct selling expenses are budgeted + +18 +00:01:55,370 --> 00:01:59,170 +to be 2% of sales. So, this information + +19 +00:01:59,170 --> 00:02:03,690 +can be used with the information + +20 +00:02:03,690 --> 00:02:07,890 +from the break-even analysis. Also, should a salesperson not + +21 +00:02:07,890 --> 00:02:12,710 +call on customers whose sales volume doesn't exceed + +22 +00:02:12,710 --> 00:02:19,410 +the minimum sales volume, the customers who do not + +23 +00:02:19,410 --> 00:02:22,010 +exceed the minimum sales volume. That means the + +24 +00:02:22,010 --> 00:02:30,370 +customers who fall below the break-even point. Should we afford + +25 +00:02:30,370 --> 00:02:34,250 +to call them or not be concerned with them? The answer is not + +26 +00:02:34,250 --> 00:02:37,630 +necessarily, because we should focus on customer growth and sales growth. + +27 +00:02:38,030 --> 00:02:41,710 +If we expect that our organization might + +28 +00:02:41,710 --> 00:02:47,480 +experience expansion in the future, that means those customers + +29 +00:02:47,480 --> 00:02:54,820 +will be very important for our organization because they + +30 +00:02:54,820 --> 00:02:57,940 +those customers + +31 +00:02:57,940 --> 00:03:02,440 +will purchase more and more of our products and + +32 +00:03:02,440 --> 00:03:06,360 +generate profits for our organization. And also, the + +33 +00:03:06,360 --> 00:03:10,800 +customer's location is important. If a customer + +34 +00:03:10,800 --> 00:03:15,590 +does not exceed the minimum sales + +35 +00:03:15,590 --> 00:03:18,910 +volume. But this customer, this customer is + +36 +00:03:18,910 --> 00:03:24,670 +located near our organization, that means it's not + +37 +00:03:24,670 --> 00:03:29,590 +an expensive proposition to deliver the + +38 +00:03:29,590 --> 00:03:35,130 +goods or services to this customer. And also, consider + +39 +00:03:35,130 --> 00:03:40,310 +purchasing high-profit products. As + +40 +00:03:40,310 --> 00:03:46,700 +we saw in the previous section, sales volume + +41 +00:03:46,700 --> 00:03:52,820 +is not necessarily equivalent to high-profit products, because + +42 +00:03:53,420 --> 00:03:59,340 +for example, if we have a supermarket and + +44 +00:04:09,140 --> 00:04:09,840 +a car agency, + +45 +00:04:18,470 --> 00:04:22,530 +the supermarket sells many more products, for + +46 +00:04:22,530 --> 00:04:29,850 +example worth $1,000, but the car agency sells one car + +47 +00:04:29,850 --> 00:04:33,770 +worth $2,000. + +48 +00:04:34,450 --> 00:04:42,910 +So in this case, one product can sell for higher than + +49 +00:04:42,910 --> 00:04:49,110 +several products. Sales and companies are also + +50 +00:04:49,110 --> 00:04:54,070 +rarely inclined to turn away sales. + +51 +00:04:55,910 --> 00:05:03,110 +That means sales to existing customers may not be growing, and + +52 +00:05:03,110 --> 00:05:09,410 +this growth may be due to one or more factors. We have + +53 +00:05:09,410 --> 00:05:14,030 +one customer initially, and after a period we acquire more + +54 +00:05:14,030 --> 00:05:21,170 +customers and thus the sales volume will + +55 +00:05:21,170 --> 00:05:22,350 +increase by + +56 +00:05:26,970 --> 00:05:31,290 +obtaining a larger share from the customer base. Next + +57 +00:05:31,290 --> 00:05:36,270 +slide. Break-even account analysis provides a + +58 +00:05:36,270 --> 00:05:39,810 +starting point to determine the minimum + +59 +00:05:39,810 --> 00:05:43,910 +account size that should be targeted. That means a + +60 +00:05:43,910 --> 00:05:49,790 +break-even analysis helps our organization to + +61 +00:05:49,790 --> 00:05:51,910 +determine + +62 +00:05:54,000 --> 00:05:58,480 +the minimum account size that should be + +63 +00:05:58,480 --> 00:06:06,460 +targeted. We will deal with a large number of accounts + +64 +00:06:06,460 --> 00:06:10,440 +of minimum size or small amounts from these + +65 +00:06:10,440 --> 00:06:14,010 +customers. The analysis doesn't fully address the + +66 +00:06:14,010 --> 00:06:18,610 +issue of how much time should be allocated to + +67 +00:06:18,610 --> 00:06:23,450 +prospecting and how much to existing accounts, in + +68 +00:06:23,450 --> 00:06:28,810 +theory. Break-even accounts analysis benefits + +69 +00:06:32,050 --> 00:06:36,070 +our organization and salespeople by providing many + +70 +00:06:36,070 --> 00:06:39,850 +indicators and information, but how much time + +71 +00:06:39,850 --> 00:06:43,110 +should be allocated to prospecting? How much time + +72 +00:06:43,110 --> 00:06:48,630 +should be spent on a specific prospect? And how + +73 +00:06:48,630 --> 00:06:56,350 +should existing accounts be managed, and what methods should be used? + +74 +00:06:56,350 --> 00:07:01,070 +This analysis does not make this clear. And + +75 +00:07:01,070 --> 00:07:03,230 +also, we will follow four methods for setting + +76 +00:07:03,230 --> 00:07:06,730 +account priorities, along with solutions showing + +77 +00:07:06,730 --> 00:07:10,430 +which is most appropriate given our opportunities + +78 +00:07:10,430 --> 00:07:14,470 +and the organization's priorities. We will use + +79 +00:07:14,470 --> 00:07:17,850 +four methods and we will discuss them + +80 +00:07:19,770 --> 00:07:23,770 +in the next section. These + +81 +00:07:23,770 --> 00:07:27,710 +methods are: the selling factors model, profit models, + +82 +00:07:27,930 --> 00:07:31,150 +decision models, and sales process models. Thank + +83 +00:07:31,150 --> 00:07:31,510 +you. + +84 +00:07:35,810 --> 00:07:40,530 +Listen. Thanks, Seham. Now, we would like to summarize + +85 +00:07:40,530 --> 00:07:45,850 +what Seham presented to us. Now, if we are + +86 +00:07:45,850 --> 00:07:48,010 +talking about sales calls or sales activities, + +87 +00:07:50,680 --> 00:07:53,360 +two important factors must be identified by any + +88 +00:07:53,360 --> 00:08:02,340 +sales agency. Number one: the time allocated for each + +89 +00:08:02,340 --> 00:08:12,540 +customer or prospect. Number two: the + +90 +00:08:12,540 --> 00:08:15,940 +number of + +91 +00:08:15,940 --> 00:08:17,500 +phone calls + +92 +00:08:21,000 --> 00:08:27,140 +allocated to each customer or prospect. + +93 +00:08:31,020 --> 00:08:38,400 +Now, in the last class we studied two approaches that + +94 +00:08:38,400 --> 00:08:41,880 +provide signals indicating whether our sales + +95 +00:08:41,880 --> 00:08:44,420 +agency is profitable or + +96 +00:08:44,420 --> 00:08:49,740 +loss-making by calculating the cost per call, and + +97 +00:08:49,740 --> 00:08:52,680 +secondly by calculating the break- + +98 +00:08:52,680 --> 00:08:57,520 +even sales volume. However, these two approaches + +99 +00:08:57,520 --> 00:09:01,100 +do not provide any + +100 +00:09:01,100 --> 00:09:04,880 +information about the amount of time that should be spent + +101 +00:09:04,880 --> 00:09:09,000 +by the sales agency or salesperson with the + +102 +00:09:09,000 --> 00:09:13,220 +prospect or customer. Secondly, they do not + +103 +00:09:13,220 --> 00:09:17,180 +provide any information about the number of phone + +104 +00:09:17,180 --> 00:09:20,240 +calls that should be made to each prospect. + +105 +00:09:21,320 --> 00:09:24,880 +If the time invested in a customer is wasted, + +106 +00:09:24,880 --> 00:09:27,040 +or unproductive, this means the sales + +107 +00:09:27,740 --> 00:09:30,260 +agency is losing money. Similarly, if we make + +108 +00:09:30,260 --> 00:09:34,900 +unnecessary phone calls, that is useless calls, + +109 +00:09:34,900 --> 00:09:39,560 +in vain – meaning useless – + +110 +00:09:39,980 --> 00:09:43,220 +or pointless calls, + +111 +00:09:43,220 --> 00:09:47,850 +if we make calls to customers without receiving + +112 +00:09:47,850 --> 00:09:50,850 +any positive feedback, then we are also losing money. + +113 +00:09:50,850 --> 00:09:53,610 +Therefore, we currently lack clear + +114 +00:09:55,110 --> 00:09:58,130 +guidelines about the boundaries within which the + +115 +00:09:58,130 --> 00:10:01,310 +salesperson should + +116 +00:10:01,310 --> 00:10:04,490 +operate and interact with customers. Let's rephrase + +117 +00:10:09,730 --> 00:10:13,150 +what we've said. What we want to say is + +119 +00:10:13,150 --> 00:10:17,840 +the following. Customers or prospects should be + +120 +00:10:17,840 --> 00:10:22,860 +assigned different priorities. Priority number one, the + +121 +00:10:22,860 --> 00:10:26,080 +most important customers or prospects. Priority + +122 +00:10:26,080 --> 00:10:29,300 +number two, important prospects. Priority + +123 +00:10:29,300 --> 00:10:33,500 +number three, ordinary prospects. If we're + +124 +00:10:33,500 --> 00:10:36,740 +talking about priority number one, referring to + +125 +00:10:36,740 --> 00:10:39,400 +the most important or VIP customers or prospects, + +126 +00:10:40,020 --> 00:10:43,340 +this means extra time and extra phone calls should + +127 +00:10:43,340 --> 00:10:49,500 +be dedicated to them. Why? To retain them. And the + +128 +00:10:49,500 --> 00:10:53,300 +same principle applies to priority number + +129 +00:10:53,300 --> 00:10:56,620 +two and priority number three. The question now + +130 +00:10:56,620 --> 00:10:59,920 +is how we will classify and prioritize our prospects. As I mentioned, + +132 +00:11:05,220 --> 00:11:11,220 +we will discuss four models for prioritizing + +133 +00:11:11,220 --> 00:11:14,280 +our customers and prospects. Model number one: single factor. Model number two: + +134 +00:11:14,280 --> 00:11:20,580 +portfolio model. Model number three: decision model. And model number four: sales process model. These are + +136 +00:11:23,440 --> 00:11:28,640 +the four basic models for prioritizing + +137 +00:11:28,640 --> 00:11:32,080 +our customers or prospects. If you ask, + +139 +00:11:36,690 --> 00:11:39,610 +"Is there one perfect model?" The + +140 +00:11:39,610 --> 00:11:43,350 +answer is no. Because if there was one + +141 +00:11:43,350 --> 00:11:46,070 +perfect model, then why would we need to + +142 +00:11:46,070 --> 00:11:50,270 +study more than one? Okay, so let's + +143 +00:11:50,270 --> 00:11:53,050 +begin with the first model, single factor. Who will + +144 +00:11:53,050 --> 00:11:56,660 +discuss it? Okay, Dalia. Dalia studies + +145 +00:11:56,660 --> 00:11:59,600 +Business Administration, Level 3. I'd like to + +146 +00:11:59,600 --> 00:12:03,600 +complete what Seham said about customers. + +147 +00:12:04,260 --> 00:12:07,860 +Regarding customer growth and increased sales, we as + +148 +00:12:07,860 --> 00:12:11,080 +salespeople must attract new customers by promoting + +149 +00:12:11,080 --> 00:12:16,780 +new services or products and acquiring + +150 +00:12:16,780 --> 00:12:21,340 +new customers while also encouraging existing customers to + +151 +00:12:21,340 --> 00:12:23,040 +buy more. + +152 +00:12:27,790 --> 00:12:33,590 +To encourage existing customers to buy more, a good strategy is… like Metro Market, + +153 +00:12:33,730 --> 00:12:39,410 +they offer deals on new goods, and some + +154 +00:12:39,410 --> 00:12:44,930 +department stores import shoes, watches, and + +155 +00:12:44,930 --> 00:12:49,530 +clothing from Turkey or Italy to attract and + +156 +00:12:49,530 --> 00:12:55,190 +attract new customers. And lending companies + +157 +00:12:55,190 --> 00:13:01,370 +offer microloans + +158 +00:13:01,370 --> 00:13:06,170 +to microenterprises. For micro- + +159 +00:13:06,170 --> 00:13:10,050 +enterprises, they start with a high interest rate, but when the customer is + +160 +00:13:10,050 --> 00:13:12,270 +loyal, they decrease the interest rate, and + +161 +00:13:12,270 --> 00:13:15,650 +they gradually reduce the interest. And concerning customer location, we + +162 +00:13:22,730 --> 00:13:29,070 +must take that into account. We can offer premium brands in large cities at high prices and we can + +164 +00:13:29,070 --> 00:13:34,570 +offer the services that customers need in high-traffic areas at affordable prices. And we can + +166 +00:13:40,370 --> 00:13:44,550 +in rural areas, offer appropriate products. We adjust prices according to + +168 +00:13:48,110 --> 00:13:53,130 +the cost of living. With regard to high-profit products, + +169 +00:13:53,130 --> 00:13:56,930 +how can we achieve high profits? We can manufacture products like + +170 +00:13:56,930 --> 00:14:01,790 +embroidery, home accessories, or artwork. We + +172 +00:14:11,090 --> 00:14:18,600 +produce these items at a low cost and sell them at + +173 +00:14:18,600 --> 00:14:21,500 +a higher price. As for other factors, when we + +175 +00:14:26,860 --> 00:14:34,800 +enter a new market, we must research it and determine the customer's needs. + +177 +00:14:39,080 --> 00:14:42,220 +In the area of account prioritization, we allocate + +178 +00:14:45,070 --> 00:14:53,390 +resources according to those priorities. That's it. + +180 +00:15:02,810 --> 00:15:03,550 +Thank you. Okay. + +181 +00:15:07,010 --> 00:15:10,610 +My name is Nabil. Hello, I studied... Nabil, + +182 +00:15:10,690 --> 00:15:13,160 +It's okay. It's okay. My name is Areej Nabil + +183 +00:15:13,160 --> 00:15:17,500 +Helou. I studied Business Administration at the third + +184 +00:15:17,500 --> 00:15:21,180 +level. Today I'm going to talk about the single + +185 +00:15:21,180 --> 00:15:25,220 +factor model, which is one of the four methods for setting + +186 +00:15:25,220 --> 00:15:29,160 +account priorities. The single factor model is viewed + +187 +00:15:29,160 --> 00:15:34,600 +from an accounting perspective. From an accounting + +188 +00:15:34,600 --> 00:15:38,600 +perspective, it's a model of portfolio return + +189 +00:15:38,600 --> 00:15:39,720 +that considers + +190 +00:15:43,300 --> 00:15:47,320 +It's more commonly used in mature markets where the + +191 +00:15:47,320 --> 00:15:50,680 +demand and competition are very stable. + +192 +00:15:55,880 --> 00:15:59,420 +The single factor model is the easiest and probably + +193 +00:15:59,420 --> 00:16:04,040 +the most widely used model for allocating salesperson + +194 +00:16:04,040 --> 00:16:08,180 +time. It examines a single factor, + +195 +00:16:08,180 --> 00:16:11,680 +usually sales volume. When we say + +196 +00:16:11,680 --> 00:16:15,580 +sales volume, it refers to the total quantity + +197 +00:16:15,580 --> 00:16:19,920 +of items sold by a business to generate + +198 +00:16:19,920 --> 00:16:27,420 +a profit. And sales value; how do we increase sales + +199 +00:16:27,420 --> 00:16:34,820 +value? There are two ways: clearly identifying the + +200 +00:16:34,820 --> 00:16:39,620 +target prospects, and secondly, increasing + +201 +00:16:39,620 --> 00:16:42,120 +interaction and communication with those + +202 +00:16:42,120 --> 00:16:42,400 +prospects. + +203 +00:16:45,780 --> 00:16:48,300 +A main limitation of the single factor model + +204 +00:16:48,300 --> 00:16:52,120 +based on sales value is that it may + +205 +00:16:52,120 --> 00:16:54,600 +not include all factors that should be considered + +206 +00:16:54,600 --> 00:16:58,500 +when evaluating the sales potential and + +207 +00:16:58,500 --> 00:16:59,880 +lifetime value of an account. + +208 +00:17:02,990 --> 00:17:06,370 +A single-factor model is also likely to be inappropriate + +209 +00:17:06,370 --> 00:17:11,670 +for sales force programs employing a + +210 +00:17:11,670 --> 00:17:16,790 +transactional account relationship strategy. + +211 +00:17:22,420 --> 00:17:26,700 +It also doesn't consider the opportunity to + +212 +00:17:26,700 --> 00:17:29,980 +achieve greater account penetration, + +213 +00:17:31,960 --> 00:17:34,640 +a larger share + +223 +00:18:20,460 --> 00:18:24,140 +Because his total revenue is the highest one + +224 +00:18:24,140 --> 00:18:31,200 +between A and B. Okay. That's it? Yes. Thank you + +225 +00:18:31,200 --> 00:18:32,120 +very much. Big clap for him. + +226 +00:18:35,700 --> 00:18:39,970 +So, let's remind you of what Arie said. Single + +227 +00:18:39,970 --> 00:18:44,030 +factor model is called the traditional model. Why + +228 +00:18:44,030 --> 00:18:45,990 +are we naming it the traditional model? + +229 +00:18:46,390 --> 00:18:49,410 +Because this model is very narrow and it is + +230 +00:18:49,410 --> 00:18:52,390 +focusing on one variable or + +231 +00:18:52,390 --> 00:18:55,630 +characteristic, which is the sales volume. I + +232 +00:18:55,630 --> 00:18:57,850 +think Sam indicated at the very beginning of + +233 +00:18:57,850 --> 00:19:03,000 +the class, what did she say? She said, "If you are + +234 +00:19:03,000 --> 00:19:05,740 +going, for example, to focus on the number of + +235 +00:19:05,740 --> 00:19:09,160 +items, in other words, to focus only on the sales + +236 +00:19:09,160 --> 00:19:12,780 +volume, this doesn't always refer to the margin of + +237 +00:19:12,780 --> 00:19:16,360 +profitability of the sales agency. In other words, + +238 +00:19:16,860 --> 00:19:20,540 +the size or the large volume isn't always equivalent + +239 +00:19:20,540 --> 00:19:26,640 +to the profit or to sales growth. So this is + +240 +00:19:26,640 --> 00:19:30,910 +considered to be one of the biggest limitations + +241 +00:19:30,910 --> 00:19:33,930 +of this model, which is called the single factor + +242 +00:19:33,930 --> 00:19:39,090 +model. It is suffering from this limitation. In + +243 +00:19:39,090 --> 00:19:43,250 +addition, this model always + +244 +00:19:43,250 --> 00:19:48,390 +values or evaluates the richness or the value of the + +245 +00:19:48,390 --> 00:19:52,350 +customer according to the size of the + +246 +00:19:52,350 --> 00:19:55,990 +demanded products or services that he is asking + +247 +00:19:55,990 --> 00:20:00,450 +for, or that she is asking for. But let's talk + +248 +00:20:00,450 --> 00:20:04,150 +about the items. Let's talk about the items and + +249 +00:20:04,150 --> 00:20:06,210 +their characteristics, their own prices, their + +250 +00:20:06,210 --> 00:20:08,670 +profit margin, how we are going to + +251 +00:20:08,670 --> 00:20:10,770 +create or establish permanent, long-term + +252 +00:20:10,770 --> 00:20:13,510 +relationships with customers. All these things + +253 +00:20:13,510 --> 00:20:16,630 +are not classified by the single factor + +254 +00:20:16,630 --> 00:20:20,350 +model. So this model is considered to be a + +255 +00:20:20,350 --> 00:20:23,710 +very traditional and a poor model. Because + +256 +00:20:23,710 --> 00:20:26,610 +always, remember, the prospect or the customer + +257 +00:20:27,320 --> 00:20:30,820 +does not equal sales volume. We are talking about + +258 +00:20:30,820 --> 00:20:34,420 +other things. We are talking about other things. As + +259 +00:20:34,420 --> 00:20:38,240 +Arif said, in this model, imagine this is considered + +260 +00:20:38,240 --> 00:20:41,360 +customer C, this is customer A, and this is + +261 +00:20:41,360 --> 00:20:44,660 +customer B. According to the ideology of the + +262 +00:20:44,660 --> 00:20:49,120 +single factor model, they will say customer + +263 +00:20:49,120 --> 00:20:51,780 +C is priority number one (P=priority). + +264 +00:20:51,780 --> 00:20:54,840 +Customer A is priority number two, + +265 +00:20:56,020 --> 00:21:00,760 +and customer B is priority number three. Simply, why? + +266 +00:21:00,760 --> 00:21:04,140 +Because this model is forgetting everything about + +267 +00:21:04,140 --> 00:21:10,160 +the customer or the prospect, and we are focusing + +268 +00:21:10,680 --> 00:21:13,760 +on one thing: the sales volume + +269 +00:21:13,760 --> 00:21:16,420 +that he provides as a sales agent. If + +270 +00:21:16,420 --> 00:21:21,260 +this is the margin, this means customer C + +271 +00:21:21,260 --> 00:21:26,190 +is considered the most valuable and the + +272 +00:21:26,190 --> 00:21:29,970 +most important one, and should be given extra time + +273 +00:21:29,970 --> 00:21:32,810 +and extra effort over prospects A and B. Clear? But + +274 +00:21:32,810 --> 00:21:35,990 +as we said, this isn't always reflecting the actual + +275 +00:21:35,990 --> 00:21:40,730 +circumstances of the customer or prospect. + +276 +00:21:40,730 --> 00:21:45,830 +Why? Because we are talking about long-term + +277 +00:21:46,590 --> 00:21:48,950 +relationships with the customer, the quality, and + +278 +00:21:48,950 --> 00:21:52,130 +the nature of the items or products purchased. + +279 +00:21:53,210 --> 00:21:57,210 +All these things are + +280 +00:21:57,210 --> 00:22:01,090 +marginalized or forgotten or are not considered by + +281 +00:22:01,090 --> 00:22:03,570 +the first model. Therefore, the first model is + +282 +00:22:03,570 --> 00:22:06,670 +considered imperfect, with huge criticism + +283 +00:22:06,670 --> 00:22:10,910 +levied against it. Okay? Because of this, + +284 +00:22:10,910 --> 00:22:14,610 +we began talking about the portfolio model. + +285 +00:22:14,610 --> 00:22:18,130 +My name is Haneen Shaheen, Business + +286 +00:22:18,130 --> 00:22:24,230 +Administration, Faculty of Commerce. Now we will + +287 +00:22:24,490 --> 00:22:27,650 +talk about the portfolio model, or the second model + +288 +00:22:31,700 --> 00:22:33,240 +My name is Haneen Shaheen, Business + +289 +00:22:33,240 --> 00:22:35,820 +Administration, Faculty of Commerce. Now we will + +290 +00:22:35,820 --> 00:22:37,920 +talk about the portfolio model, or the second model + +291 +00:22:37,920 --> 00:22:40,700 +for prioritizing customers. The portfolio + +292 +00:22:40,700 --> 00:22:46,100 +model is designed to overcome the shortcomings of + +293 +00:22:46,100 --> 00:22:48,880 +the first, single factor model; that is, it does not + +294 +00:22:48,880 --> 00:22:51,900 +consider only sales volume. This model + +295 +00:22:51,900 --> 00:22:56,330 +uses multiple factors. It's multiple + +296 +00:22:56,330 --> 00:23:00,110 +factors when determining priorities for + +297 +00:23:00,110 --> 00:23:02,390 +customers and focuses on the + +298 +00:23:02,390 --> 00:23:04,870 +customer's attractiveness. So we have + +299 +00:23:04,870 --> 00:23:07,110 +multiple factors to determine the degree of + +300 +00:23:07,110 --> 00:23:11,070 +customer attractiveness. Selling effort is + +301 +00:23:11,070 --> 00:23:13,250 +allocated so that the most attractive accounts + +302 +00:23:13,250 --> 00:23:15,810 +receive the most effort. We have multiple factors + +303 +00:23:15,810 --> 00:23:18,990 +to determine which customers are attractive and + +304 +00:23:18,990 --> 00:23:21,610 +which are the least attractive, and which are + +305 +00:23:21,610 --> 00:23:24,890 +moderately attractive. Figure 3-2 shows the + +306 +00:23:24,890 --> 00:23:27,230 +portfolio model. This model classifies accounts + +307 +00:23:27,230 --> 00:23:30,730 +into one of four categories, determining the + +308 +00:23:30,730 --> 00:23:33,830 +account opportunity, and the second factor is + +309 +00:23:33,830 --> 00:23:36,920 +competitive position. By account opportunity we + +310 +00:23:36,920 --> 00:23:40,120 +refer to the extent to which the customer needs + +311 +00:23:40,120 --> 00:23:45,740 +our products now and in the future. + +312 +00:23:45,740 --> 00:23:50,080 +And the second factor is competitive + +313 +00:23:50,080 --> 00:23:52,500 +position; I mean the relationship between the + +314 +00:23:52,500 --> 00:23:54,880 +company and the customer. If there is a good + +315 +00:23:54,880 --> 00:23:56,680 +relationship or a bad relationship, and the + +316 +00:23:56,680 --> 00:23:59,500 +customer's attitude towards our products, and + +317 +00:23:59,500 --> 00:24:01,420 +the portion of their sales purchased from our + +318 +00:24:01,420 --> 00:24:06,980 +products, the profit margin of our product. This + +319 +00:24:06,980 --> 00:24:09,220 +model depicts, as we said, a four- + +320 +00:24:09,220 --> 00:24:12,550 +quadrant grid; it consists of four quadrants. The + +321 +00:24:12,550 --> 00:24:14,730 +core accounts are the most important accounts + +322 +00:24:14,730 --> 00:24:19,210 +according to this model. And we have high account + +323 +00:24:19,210 --> 00:24:22,850 +opportunity. By this, we mean that they need or will + +324 +00:24:22,850 --> 00:24:25,190 +need our products now or + +325 +00:24:25,190 --> 00:24:27,990 +in the future. And in the competitive position, if + +326 +00:24:27,990 --> 00:24:30,050 +it's strong, we have a high portion of their + +327 +00:24:30,050 --> 00:24:33,710 +purchases, and we have a high profit margin from + +328 +00:24:33,710 --> 00:24:37,410 +their purchases. Accounts are very attractive; they + +329 +00:24:37,410 --> 00:24:41,530 +are priority number one, and we must invest + +330 +00:24:41,530 --> 00:24:44,210 +heavily in selling resources; so we must exert + +331 +00:24:44,210 --> 00:24:46,790 +much effort, cost, and time to attract these + +332 +00:24:46,790 --> 00:24:49,210 +customers and maintain them because their + +333 +00:24:49,210 --> 00:24:50,930 +account opportunity is very high. + +334 +00:24:59,440 --> 00:25:01,840 +So priority number one should be given to core + +335 +00:25:01,840 --> 00:25:06,500 +accounts. The second category is growth accounts. + +336 +00:25:06,960 --> 00:25:10,840 +We have a positive sign, and we have a negative + +337 +00:25:10,840 --> 00:25:13,500 +sign. We have a weak competitive position where they + +338 +00:25:13,500 --> 00:25:16,240 +may have a bad attitude toward our products or may + +339 +00:25:16,240 --> 00:25:19,540 +not be purchasing from us. So they are called + +340 +00:25:19,540 --> 00:25:22,320 +growth accounts because we have high opportunity. + +341 +00:25:22,780 --> 00:25:25,820 +They may have a high need, or they may + +342 +00:25:25,820 --> 00:25:28,460 +need our products in the future. So they are + +343 +00:25:28,460 --> 00:25:30,760 +called growth accounts. In the future, they may + +344 +00:25:30,760 --> 00:25:33,340 +grow and need our products more. So these + +345 +00:25:33,340 --> 00:25:35,380 +accounts are potentially attractive, not + +346 +00:25:35,380 --> 00:25:38,220 +completely attractive; we may want to invest + +347 +00:25:38,220 --> 00:25:41,720 +heavily. We said we may want to invest heavily, + +348 +00:25:41,720 --> 00:25:44,860 +or not invest heavily. We must invest here. + +349 +00:25:46,800 --> 00:25:54,080 +The third category + +350 +00:25:54,080 --> 00:25:57,620 +is drag accounts. We talk about low opportunity, + +351 +00:25:58,180 --> 00:26:00,560 +and a strong competitive position. They + +352 +00:26:00,560 --> 00:26:03,720 +may have purchased from us, but not a lot. + +353 +00:26:04,060 --> 00:26:07,200 +We may not profit; they are not lucrative for us, and + +354 +00:26:07,200 --> 00:26:09,700 +they have low opportunity; we may not have the + +355 +00:26:09,700 --> 00:26:12,780 +products to satisfy their needs, so they don't + +356 +00:26:12,780 --> 00:26:15,400 +need our products. These accounts are moderately + +357 +00:26:15,400 --> 00:26:18,320 +attractive, and we should invest enough to + +358 +00:26:18,320 --> 00:26:22,600 +maintain the current position. Otherwise, up to this + +359 +00:26:22,600 --> 00:26:26,000 +level, we must expend effort and time; + +360 +00:26:27,060 --> 00:26:35,570 +important time and cost, just to maintain them. So + +361 +00:26:35,570 --> 00:26:40,010 +we are referring here to the status quo. Yes. We + +362 +00:26:40,010 --> 00:26:43,670 +should maintain our status quo. If we + +363 +00:26:43,670 --> 00:26:46,510 +exert more effort, time, or cost, we will + +364 +00:26:46,510 --> 00:26:49,950 +be at a loss. The fourth category is problem + +365 +00:26:49,950 --> 00:26:52,630 +accounts. Problem accounts have bad signs + +366 +00:26:52,630 --> 00:26:55,990 +from both factors. These accounts are very + +367 +00:26:55,990 --> 00:26:58,430 +unattractive; minimal investment of certain + +368 +00:26:58,430 --> 00:27:00,910 +resources, or we should drop these customers + +369 +00:27:00,910 --> 00:27:03,430 +because they are unprofitable. The portfolio + +370 +00:27:03,430 --> 00:27:06,990 +model is, as we have talked about, as we have said + +371 +00:27:06,990 --> 00:27:09,070 +before, there are account relationship strategies; + +372 +00:27:09,070 --> 00:27:12,010 +there are three types: consultative, + +373 +00:27:12,010 --> 00:27:14,230 +transactional, and enterprise types. This model, do + +374 +00:27:14,230 --> 00:27:16,450 +you think it focuses on transactional, consultative, + +375 +00:27:16,450 --> 00:27:19,450 +or enterprise? Consultative. Why? + +376 +00:27:19,450 --> 00:27:22,230 +To build long-term relationships with customers. + +377 +00:27:23,070 --> 00:27:27,820 +Also because of what? Long-term relationships. + +378 +00:27:27,820 --> 00:27:29,820 +Because of long-term relationships. + +379 +00:27:36,020 --> 00:27:36,840 +Yes, + +380 +00:27:42,120 --> 00:27:46,980 +What else? We talk about relatively long-term relationships. + +381 +00:27:52,130 --> 00:27:55,470 +Also, we talk about somewhat high investment. Here + +382 +00:27:55,470 --> 00:27:58,670 +we invest heavily; here we invest, + +383 +00:27:58,890 --> 00:28:01,590 +and here we invest, but here we will not + +384 +00:28:01,590 --> 00:28:03,830 +invest. So there is high investment from both + +385 +00:28:03,830 --> 00:28:06,130 +parties, the customer and the supplier, so that + +386 +00:28:06,130 --> 00:28:09,350 +it's relatively a consultative type. Thank you. + +387 +00:28:10,170 --> 00:28:14,770 +Thank you very much for listening. Now, if you are + +388 +00:28:14,770 --> 00:28:17,690 +going to rank them according to priority or + +389 +00:28:17,690 --> 00:28:19,790 +importance, how are you going to + +390 +00:28:19,790 --> 00:28:22,300 +rank them? This is the priority number one. Would + +391 +00:28:22,300 --> 00:28:25,700 +you mind cleaning the board? And try to number + +392 +00:28:25,700 --> 00:28:30,080 +them. One is the most important; four is the least + +393 +00:28:30,080 --> 00:28:33,300 +important. Yes. This one is number one. Core accounts + +394 +00:28:33,300 --> 00:28:35,180 +will have priority number one, and growth accounts + +395 +00:28:35,180 --> 00:28:38,160 +will have priority number two, drag accounts will + +396 +00:28:38,160 --> 00:28:40,620 +have priority number three, and this is four. Invest + +397 +00:28:40,620 --> 00:28:44,820 +enough to maintain current customers, but here we + +398 +00:28:44,820 --> 00:28:46,440 +will invest more. + +399 +00:28:46,440 --> 00:28:47,120 +Invest more here. + +400 +00:28:54,660 --> 00:28:57,780 +I think drag accounts should be priority number two, + +401 +00:28:57,780 --> 00:29:01,220 +priority number two because these accounts are + +402 +00:29:01,220 --> 00:29:27,690 +moderately attractive. I agree with him on that. + +403 +00:29:33,980 --> 00:29:36,160 +But what do you think about the difference between two and three? We + +404 +00:29:36,160 --> 00:29:38,460 +are discussing and thinking aloud. + +405 +00:29:38,880 --> 00:29:40,920 +In number two, we are talking about a very high + +406 +00:29:40,920 --> 00:29:43,520 +level of risk, a high level of probability. + +407 +00:29:44,280 --> 00:29:47,860 +But in number three, we do not have such risk. We + +408 +00:29:47,860 --> 00:29:50,060 +do not have such a wide range of probability. + +409 +00:29:51,060 --> 00:29:54,000 +Therefore, I think we are going to work with a + +410 +00:29:54,000 --> 00:29:55,740 +certain level. + +411 +00:30:06,030 --> 00:30:10,210 +Other points? Other points? Thanks. I appreciate + +412 +00:30:10,210 --> 00:30:17,010 +your time. Time to remember: a few weeks ago, we + +413 +00:30:17,010 --> 00:30:19,210 +were talking about what is the biggest resource by + +414 +00:30:19,210 --> 00:30:22,430 +which we can ensure sales agency growth or sales + +415 +00:30:22,430 --> 00:30:26,630 +agency profitability. We said maintaining our current + +416 +00:30:26,630 --> 00:30:29,650 +customers. If you are going to look at where our + +417 +00:30:29,650 --> 00:30:34,010 +current customers are, you are going to find them to + +418 +00:30:34,010 --> 00:30:36,860 +be drag accounts. Yes or no? Yes. Drag accounts + +419 +00:30:43,640 --> 00:30:46,840 +are classified as the biggest resource by + +420 +00:30:46,840 --> 00:30:51,160 +which we can ensure sustainability, growth, and + +421 +00:30:51,160 --> 00:30:55,820 +profit + +445 +00:32:21,080 --> 00:32:25,600 +A salesperson must decide which customer will... + +446 +00:32:26,360 --> 00:32:31,180 +who should spend more cost and more + +447 +00:32:31,180 --> 00:32:38,460 +time with him, or how many calls I should make. + +448 +00:32:38,460 --> 00:32:42,880 +And we have differences + +449 +00:32:42,880 --> 00:32:45,020 +between firms in the same quarter; we have + +450 +00:32:45,020 --> 00:32:48,180 +differences within the same firm, so it's not + +451 +00:32:48,180 --> 00:32:53,050 +considered, taken into consideration. And this + +452 +00:32:53,050 --> 00:32:57,290 +purpose of allocating sales goals doesn't make, + +453 +00:32:57,570 --> 00:33:01,410 +doesn't achieve the optimal allocation of sales + +454 +00:33:01,410 --> 00:33:07,250 +goals. I will discuss this through the chart. So a + +455 +00:33:07,250 --> 00:33:12,670 +decision model focuses + +456 +00:33:12,670 --> 00:33:15,630 +on responding to each account in the + +457 +00:33:15,630 --> 00:33:22,190 +quarters, the number of sales calls + +458 +00:33:22,190 --> 00:33:26,430 +during a period of time. This chart discusses the + +459 +00:33:26,430 --> 00:33:29,650 +relationship between the number of sales calls per quarter + +460 +00:33:29,650 --> 00:33:33,330 +and the dollar sales per quarter. Here we see that, + +461 +00:33:34,530 --> 00:33:40,170 +for example, when we make the first sales call for + +462 +00:33:40,170 --> 00:33:45,230 +one customer, we don't find much response from + +463 +00:33:45,230 --> 00:33:50,950 +the customer, as shown here. One call, for example, for + +464 +00:33:50,950 --> 00:33:55,210 +a customer will not provide us with this volume. + +465 +00:33:56,150 --> 00:33:59,890 +Yes, exactly. We don't find much response from the + +466 +00:33:59,890 --> 00:34:01,790 +customer. + +467 +00:34:03,190 --> 00:34:07,330 +So we make another call for the customer. Here we + +468 +00:34:07,330 --> 00:34:09,810 +will see a small increase in response from + +469 +00:34:09,810 --> 00:34:15,910 +the customer. And the third, we will call from + +470 +00:34:15,910 --> 00:34:20,670 +three to four calls, we reach the peak of + +471 +00:34:20,670 --> 00:34:27,070 +the customer's response. So sales will + +472 +00:34:27,070 --> 00:34:30,710 +increase and profits will increase, but after + +473 +00:34:30,710 --> 00:34:34,310 +a while, we will find that the customer's response is + +474 +00:34:34,310 --> 00:34:37,740 +flatter. Because he + +475 +00:34:37,740 --> 00:34:42,780 +switched to another brand or + +476 +00:34:42,780 --> 00:34:45,840 +another company that offers something better in the market. + +477 +00:34:46,200 --> 00:34:50,460 +So we will not respond to this company and + +478 +00:34:50,460 --> 00:34:55,040 +and it may decrease or has decreased. + +479 +00:34:55,720 --> 00:34:58,440 +After a period of time, in these cases we must, + +480 +00:34:59,020 --> 00:35:04,700 +we should find another customer or attract a + +481 +00:35:04,700 --> 00:35:08,500 +new customer and repeat the process starting with one or two + +482 +00:35:08,500 --> 00:35:13,780 +calls to generate more response + +483 +00:35:13,780 --> 00:35:15,420 +from the customer and more profit. + +484 +00:35:20,930 --> 00:35:23,850 +Let's return to the shortcomings or + +485 +00:35:23,850 --> 00:35:28,030 +limitations of the portfolio model. In a portfolio + +486 +00:35:28,030 --> 00:35:30,270 +model, imagine we are going to talk about two + +487 +00:35:30,270 --> 00:35:35,490 +customers here, or three or four. Let's ask + +488 +00:35:35,490 --> 00:35:39,570 +ourselves this simple question: Is it + +489 +00:35:39,570 --> 00:35:43,550 +enough to distinguish among these three customers + +490 +00:35:43,550 --> 00:35:47,190 +according to their level of attractiveness? It + +491 +00:35:47,190 --> 00:35:51,930 +is not enough. Why? Because we are talking about a + +492 +00:35:51,930 --> 00:35:54,330 +customer. This customer is a person, a human + +493 +00:35:54,330 --> 00:35:59,610 +being. He is influenced by various or more than + +494 +00:35:59,610 --> 00:36:02,630 +one factor, by more than one characteristic, by + +495 +00:36:02,630 --> 00:36:06,070 +more than one issue. He is a human being; he is + +496 +00:36:06,070 --> 00:36:08,610 +thinking, he has feelings, he has + +497 +00:36:08,610 --> 00:36:11,670 +emotions and so on. Because of this, we cannot + +498 +00:36:11,670 --> 00:36:15,050 +classify people according to these four + +499 +00:36:15,050 --> 00:36:19,770 +quadrants. In each quadrant, we cannot classify + +500 +00:36:19,770 --> 00:36:22,330 +a person based on only one factor, because here + +501 +00:36:22,330 --> 00:36:24,830 +we are considering only one factor. But what about + +502 +00:36:24,830 --> 00:36:27,970 +the other factors related to this person? Are these + +503 +00:36:27,970 --> 00:36:31,030 +discussed by the portfolio model? No, they are not + +504 +00:36:31,030 --> 00:36:36,030 +discussed. Secondly, the process does not achieve + +505 +00:36:36,030 --> 00:36:38,930 +the optimal allocation of sales calls. What + +506 +00:36:38,930 --> 00:36:42,590 +does optimal mean? Exactly, the ideal + +507 +00:36:42,590 --> 00:36:45,350 +allocation of sales calls. How should we allocate + +508 +00:36:45,350 --> 00:36:48,090 +sales calls? In other words, how many + +509 +00:36:48,090 --> 00:36:51,830 +phone calls should we make for each customer, + +510 +00:36:51,830 --> 00:36:55,830 +among the four types of prospects? Has the + +511 +00:36:55,830 --> 00:37:00,030 +portfolio model provided any information + +512 +00:37:00,030 --> 00:37:05,490 +about this? Of course not. Then we started + +513 +00:37:05,490 --> 00:37:07,410 +talking about the decision model. The decision + +514 +00:37:07,410 --> 00:37:10,550 +model attempts to address this gap. What is the gap? + +515 +00:37:11,010 --> 00:37:14,550 +How many phone calls should we make for the + +516 +00:37:14,550 --> 00:37:17,890 +customer according to their classification or + +517 +00:37:17,890 --> 00:37:21,970 +priority? The decision model suggests that we + +518 +00:37:21,970 --> 00:37:26,930 +should measure something called the customer's response. + +519 +00:37:26,930 --> 00:37:34,130 +This response will + +520 +00:37:34,130 --> 00:37:37,690 +be calculated based on the number of phone calls and + +521 +00:37:37,690 --> 00:37:40,670 +then by calculating the dollar sales per + +522 +00:37:40,670 --> 00:37:45,870 +quarter. If you make one phone call, + +523 +00:37:46,270 --> 00:37:51,430 +this means you'll get this dollar amount in sales. + +524 +00:37:51,830 --> 00:37:54,710 +If you try another phone call, + +525 +00:37:55,190 --> 00:37:58,930 +then sales will increase. A third phone + +526 +00:37:58,930 --> 00:38:02,430 +call will lead to even more increase. A fourth + +527 +00:38:02,430 --> 00:38:07,790 +call, even more. A sixth call, the highest at this + +528 +00:38:07,790 --> 00:38:13,050 +level. This is the peak. Afterward, do you think it's + +529 +00:38:13,050 --> 00:38:15,710 +necessary to make seven or eight calls for this + +530 +00:38:15,710 --> 00:38:18,690 +customer? The decision model says no. + +531 +00:38:19,930 --> 00:38:21,830 +Therefore, you will find that we are + +532 +00:38:21,830 --> 00:38:26,890 +talking about a fairly stable level of the + +533 +00:38:26,890 --> 00:38:28,670 +relationship between the sales agency and the + +534 +00:38:28,670 --> 00:38:33,090 +customer. And we said why? Two reasons. Firstly, + +535 +00:38:33,090 --> 00:38:40,490 +increased loyalty from the + +536 +00:38:40,490 --> 00:38:43,590 +prospect or customer. + +537 +00:38:46,470 --> 00:38:51,940 +So this person, they became loyal to us. They know us + +538 +00:38:51,940 --> 00:38:54,840 +and we know them. So do you think there's any need + +539 +00:38:54,840 --> 00:38:58,820 +to make further phone calls? No. Secondly, this + +540 +00:38:58,820 --> 00:39:08,720 +customer might be saturated with + +541 +00:39:08,720 --> 00:39:11,520 +our product or service. + +542 +00:39:16,340 --> 00:39:21,140 +Satisfied. So do you think we should make other + +543 +00:39:21,140 --> 00:39:23,880 +phone calls? Of course not. Because those phone + +544 +00:39:23,880 --> 00:39:27,200 +calls would be in vain. In vain. Useless. + +545 +00:39:27,400 --> 00:39:30,420 +Yes. Because of this, we're talking about what? + +546 +00:39:30,960 --> 00:39:35,480 +A stable level here. Any questions about the decision + +547 +00:39:35,480 --> 00:39:37,880 +model? Next time we'll begin with + +548 +00:39:37,880 --> 00:39:39,980 +the sales model, the sales process model. Who's going + +549 +00:39:39,980 --> 00:39:46,420 +to explain this? Go on. The sales process model. The + +550 +00:39:46,420 --> 00:39:48,060 +sales process model discusses the sales + +551 +00:39:48,060 --> 00:39:52,470 +funnel. Okay, along with that, don't worry, I'm going + +552 +00:39:52,470 --> 00:39:56,230 +to help you. Next, sales versus profit, it's yours. + +553 +00:39:56,230 --> 00:40:01,450 +Sales versus profit; customer lifetime value; you + +554 +00:40:01,450 --> 00:40:06,310 +explained that before. Okay, customer lifetime value + +555 +00:40:06,310 --> 00:40:10,110 +please write it down; it's yours. Final thing: time + +556 +00:40:10,110 --> 00:40:13,250 +management, it's yours. Any questions? Any comments + +557 +00:40:13,250 --> 00:40:14,790 +about today's class? Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..3ee236c22ff2be679106490332ca8c95a5976b35 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_postprocess.srt @@ -0,0 +1,2228 @@ +1 +00:00:21,060 --> 00:00:25,020 +Good morning, my name is Seham Tolba. I study + +2 +00:00:25,020 --> 00:00:28,560 +Business Administration in Faculty of Commerce. + +3 +00:00:29,060 --> 00:00:33,940 +Today we will discuss I cannot afford to lose this + +4 +00:00:33,940 --> 00:00:37,340 +business and start with the first point. Having + +5 +00:00:37,340 --> 00:00:43,180 +performed a break even analyze how can salesperson + +6 +00:00:43,180 --> 00:00:46,800 +use this information and return back to the last + +7 +00:00:46,800 --> 00:00:50,440 +slide. As we see here, + +8 +00:00:53,100 --> 00:01:00,980 +break-even sales volume 30.6 that mean if our + +9 +00:01:00,980 --> 00:01:07,400 +sales volume more than this break-even we are make + +10 +00:01:07,400 --> 00:01:10,460 +a profit but less than we are make losses so how + +11 +00:01:10,460 --> 00:01:17,040 +can How can salesperson benefit from this + +12 +00:01:17,040 --> 00:01:21,360 +information? And how can deal with customers? We + +13 +00:01:21,360 --> 00:01:30,980 +were concerned in customers which who make + +14 +00:01:30,980 --> 00:01:40,050 +profit for us or make less under the sales volume. + +15 +00:01:40,670 --> 00:01:45,430 +And also from information we know the number of + +16 +00:01:45,430 --> 00:01:51,130 +calls necessary to call a sales and the average + +17 +00:01:51,130 --> 00:01:55,370 +and also the direct selling expenses are budgeted + +18 +00:01:55,370 --> 00:01:59,170 +to be as percent of two sales. So these two + +19 +00:01:59,170 --> 00:02:03,690 +informations we can to use it from the information + +20 +00:02:03,690 --> 00:02:07,890 +from the break-even and also should a sales not + +21 +00:02:07,890 --> 00:02:12,710 +call a customers whose sales volume doesn't exceed + +22 +00:02:12,710 --> 00:02:19,410 +the minimum sales volume, the customers which not + +23 +00:02:19,410 --> 00:02:22,010 +exceed the minimum sales volume. That means the + +24 +00:02:22,010 --> 00:02:30,370 +customers under the break-even, should we afford + +25 +00:02:30,370 --> 00:02:34,250 +them or not concerned of them? The answer is not + +26 +00:02:34,250 --> 00:02:37,630 +because first growing customers and growing sales. + +27 +00:02:38,030 --> 00:02:41,710 +If we expected that our organization may be + +28 +00:02:41,710 --> 00:02:47,480 +expansion in the future, that means the customers + +29 +00:02:47,480 --> 00:02:54,820 +be very important for our organization because the + +30 +00:02:54,820 --> 00:02:57,940 +customer + +31 +00:02:57,940 --> 00:03:02,440 +will purchase more and more of our products and + +32 +00:03:02,440 --> 00:03:06,360 +make profits for our organization. And also the + +33 +00:03:06,360 --> 00:03:10,800 +location of the customer. If this customer already + +34 +00:03:10,800 --> 00:03:15,590 +is the customer is not exceed a minimum sales + +35 +00:03:15,590 --> 00:03:18,910 +volume. But this customers, this customers is + +36 +00:03:18,910 --> 00:03:24,670 +location for our, for our, for our organization + +37 +00:03:24,670 --> 00:03:29,590 +and it's near on our organization that mean it not + +38 +00:03:29,590 --> 00:03:35,130 +expense, the expense, the expenses to deliver the + +39 +00:03:35,130 --> 00:03:40,310 +goods or services for the customer below. And also + +40 +00:03:40,310 --> 00:03:46,700 +purchase of high profit, And profit product, as we + +41 +00:03:46,700 --> 00:03:52,820 +see at the previous of this chapter, sales volume, + +42 +00:03:53,420 --> 00:03:59,340 +it's not the same of high profit product because, + +43 +00:03:59,960 --> 00:04:09,140 +for example, if we have a supermarket and + +44 +00:04:09,140 --> 00:04:09,840 +car agency, + +45 +00:04:18,470 --> 00:04:22,530 +Supermarket sell more and more of products, for + +46 +00:04:22,530 --> 00:04:29,850 +example with $1,000, but car agency sell one car + +47 +00:04:29,850 --> 00:04:33,770 +with $2,000. + +48 +00:04:34,450 --> 00:04:42,910 +So in this case, one product sell with higher than + +49 +00:04:42,910 --> 00:04:49,110 +several products.Sales and companies too are + +50 +00:04:49,110 --> 00:04:54,070 +rarely inclined to return their bags to a sale. + +51 +00:04:55,910 --> 00:05:03,110 +That means sales to customers are not growing and + +52 +00:05:03,110 --> 00:05:09,410 +growing, which may be due to one or two. We have + +53 +00:05:09,410 --> 00:05:14,030 +one customer but after the time we have more + +54 +00:05:14,030 --> 00:05:21,170 +customers and the sales volume in this case it's + +55 +00:05:21,170 --> 00:05:22,350 +defined by + +56 +00:05:26,970 --> 00:05:31,290 +by getting larger share from the customer. Next + +57 +00:05:31,290 --> 00:05:36,270 +slide. Break-even account analysis provides a + +58 +00:05:36,270 --> 00:05:39,810 +starting place from which to determine the minimum + +59 +00:05:39,810 --> 00:05:43,910 +size account should be called in. That means a + +60 +00:05:43,910 --> 00:05:49,790 +break-even facilitated to our organization to + +61 +00:05:49,790 --> 00:05:51,910 +determine what + +62 +00:05:54,000 --> 00:05:58,480 +What's the minimum size account that should be + +63 +00:05:58,480 --> 00:06:06,460 +called? We will deal with a large size of account + +64 +00:06:06,460 --> 00:06:10,440 +of minimum size or a little amount from these + +65 +00:06:10,440 --> 00:06:14,010 +customers. The analysis doesn't fully address the + +66 +00:06:14,010 --> 00:06:18,610 +issue of how much time should be allocated to + +67 +00:06:18,610 --> 00:06:23,450 +prospecting and how much to existing accounts in + +68 +00:06:23,450 --> 00:06:28,810 +theory. Break-even accounts benefit or + +69 +00:06:32,050 --> 00:06:36,070 +take our organization and salesperson many + +70 +00:06:36,070 --> 00:06:39,850 +indicators and information, but how much time + +71 +00:06:39,850 --> 00:06:43,110 +should be allocated to prospecting? How much time + +72 +00:06:43,110 --> 00:06:48,630 +should I take for a specific prospect? And how + +73 +00:06:48,630 --> 00:06:56,350 +existing account in which methods should I use and + +74 +00:06:56,350 --> 00:07:01,070 +in any way. In this analysis, it's not clear. And + +75 +00:07:01,070 --> 00:07:03,230 +also following our four methods for setting + +76 +00:07:03,230 --> 00:07:06,730 +account priorities along with the solution in + +77 +00:07:06,730 --> 00:07:10,430 +which each is most operators, our opportunities + +78 +00:07:10,430 --> 00:07:14,470 +and the priorities for the organization. We use + +79 +00:07:14,470 --> 00:07:17,850 +four methods and we will discuss it in + +80 +00:07:19,770 --> 00:07:23,770 +in the next afterward. This, to mention it, these + +81 +00:07:23,770 --> 00:07:27,710 +methods are selling factors model, profit models, + +82 +00:07:27,930 --> 00:07:31,150 +decision models, and sales process models. Thank + +83 +00:07:31,150 --> 00:07:31,510 +you. + +84 +00:07:35,810 --> 00:07:40,530 +Listen. Thanks, Saham. Now, we would like to sum + +85 +00:07:40,530 --> 00:07:45,850 +up what Saham introduced to us. Now, if you are + +86 +00:07:45,850 --> 00:07:48,010 +talking about sales call or sales, + +87 +00:07:50,680 --> 00:07:53,360 +two important things must be identified by any + +88 +00:07:53,360 --> 00:08:02,340 +sales agency number one time given for each + +89 +00:08:02,340 --> 00:08:12,540 +customer or prospect or prospect number two number + +90 +00:08:12,540 --> 00:08:15,940 +of + +91 +00:08:15,940 --> 00:08:17,500 +phone calls + +92 +00:08:21,000 --> 00:08:27,140 +given for customer or prospect. + +93 +00:08:31,020 --> 00:08:38,400 +Now, last class we studied two approaches which is + +94 +00:08:38,400 --> 00:08:41,880 +going to provide us with signals if our sales + +95 +00:08:41,880 --> 00:08:44,420 +agency is winning and gaining profit or it is + +96 +00:08:44,420 --> 00:08:49,740 +losing by calculating call bear cost or cost per + +97 +00:08:49,740 --> 00:08:52,680 +call and the second one by calculating the break + +98 +00:08:52,680 --> 00:08:57,520 +-even sales volume. Those two approaches or these + +99 +00:08:57,520 --> 00:09:01,100 +two approaches they cannot provide us with any + +100 +00:09:01,100 --> 00:09:04,880 +information about the time which we should spend + +101 +00:09:04,880 --> 00:09:09,000 +as a sales agency or as a salesperson with the + +102 +00:09:09,000 --> 00:09:13,220 +prospect or the customer. Number two, they are not + +103 +00:09:13,220 --> 00:09:17,180 +providing anything regarding the number of phone + +104 +00:09:17,180 --> 00:09:20,240 +calls which I should dial for each prospect. + +105 +00:09:21,320 --> 00:09:24,880 +Listen here, if the time which I am going to + +106 +00:09:24,880 --> 00:09:27,040 +invest in this customer is wasteless, + +107 +00:09:27,740 --> 00:09:30,260 +counterproductive, this means that the sales + +108 +00:09:30,260 --> 00:09:34,900 +agency is losing. The same thing if I am going to + +109 +00:09:34,900 --> 00:09:39,560 +make in vain phone calls, in vain means useless, + +110 +00:09:39,980 --> 00:09:43,220 +equivalent + +111 +00:09:43,220 --> 00:09:47,850 +to the word useless. If I'm going to phone in vain + +112 +00:09:47,850 --> 00:09:50,850 +the customers without having something called + +113 +00:09:50,850 --> 00:09:53,610 +positive feedback from them, also we are losing. + +114 +00:09:55,110 --> 00:09:58,130 +Therefore, so far we do not have clear-cut + +115 +00:09:58,130 --> 00:10:01,310 +information about what are the boundaries or the + +116 +00:10:01,310 --> 00:10:04,490 +borders according to which the salesperson should + +117 +00:10:04,490 --> 00:10:09,730 +act and work with the customers. Let's paraphrase + +118 +00:10:09,730 --> 00:10:13,150 +what we are saying. What we would like to say is + +119 +00:10:13,150 --> 00:10:17,840 +the following. Customers or prospects should be + +120 +00:10:17,840 --> 00:10:22,860 +given various priorities. Priority number one, the + +121 +00:10:22,860 --> 00:10:26,080 +most important customers or prospects. Priority + +122 +00:10:26,080 --> 00:10:29,300 +number two, the important prospects. Priority + +123 +00:10:29,300 --> 00:10:33,500 +number three, ordinary prospects. If we are + +124 +00:10:33,500 --> 00:10:36,740 +talking about priority number one which refers to + +125 +00:10:36,740 --> 00:10:39,400 +the most important or VIP customers or prospects, + +126 +00:10:40,020 --> 00:10:43,340 +this means extra time or extra phone calls should + +127 +00:10:43,340 --> 00:10:49,500 +be given for them. Why? To maintain them. And vice + +128 +00:10:49,500 --> 00:10:53,300 +versa, or the same thing goes with priority number + +129 +00:10:53,300 --> 00:10:56,620 +two, priority number three. The question now + +130 +00:10:56,620 --> 00:10:59,920 +remains how we are going to classify, how we are + +131 +00:10:59,920 --> 00:11:04,500 +going to prioritize our prospects. As I have said, + +132 +00:11:05,220 --> 00:11:11,220 +we are going to tackle four Models by which we are + +133 +00:11:11,220 --> 00:11:14,280 +going to prioritize our own customers or prospects + +134 +00:11:14,280 --> 00:11:20,580 +Model number one single factor Number two or model + +135 +00:11:20,580 --> 00:11:23,440 +number two portfolio model Model number three + +136 +00:11:23,440 --> 00:11:28,640 +decision or finally sales process model These are + +137 +00:11:28,640 --> 00:11:32,080 +the four basic models by which we can prioritize + +138 +00:11:32,080 --> 00:11:36,690 +our customers or prospects If you are going to + +139 +00:11:36,690 --> 00:11:39,610 +ask, are we talking about one perfect model? The + +140 +00:11:39,610 --> 00:11:43,350 +answer is no. Because if you are talking about one + +141 +00:11:43,350 --> 00:11:46,070 +perfect model, then why should we bother ourselves + +142 +00:11:46,070 --> 00:11:50,270 +and study more than one model? Okay, so let's + +143 +00:11:50,270 --> 00:11:53,050 +start with the first model, single factor. Who is + +144 +00:11:53,050 --> 00:11:56,660 +going to talk about it? Okay, Dalia Dali, Study + +145 +00:11:56,660 --> 00:11:59,600 +Business Administration Level 3. I want to + +146 +00:11:59,600 --> 00:12:03,600 +complete what Saham mentioned about the customer. + +147 +00:12:04,260 --> 00:12:07,860 +Growing customer and customer sales, we as the + +148 +00:12:07,860 --> 00:12:11,080 +salesperson must attract new customer by break the + +149 +00:12:11,080 --> 00:12:16,780 +new or promote the new service or product and get + +150 +00:12:16,780 --> 00:12:21,340 +the new customer and get the existing customer to + +151 +00:12:21,340 --> 00:12:23,040 +buy more. + +152 +00:12:27,790 --> 00:12:33,590 +to buy more, it's better way. Like metro market, + +153 +00:12:33,730 --> 00:12:39,410 +it's make offer about the new goods and some + +154 +00:12:39,410 --> 00:12:44,930 +department store or shops import shoes, watches + +155 +00:12:44,930 --> 00:12:49,530 +and clothes from Turkey or Italy to attract and + +156 +00:12:49,530 --> 00:12:55,190 +enhance new customer. And like borrowing or + +157 +00:12:55,190 --> 00:13:01,370 +lending companies, it's make, it's give baby loan + +158 +00:13:01,370 --> 00:13:06,170 +for micro, for micro enterprise, for micro + +159 +00:13:06,170 --> 00:13:10,050 +enterprise to customer. But when the customer, in + +160 +00:13:10,050 --> 00:13:12,270 +high, in high interest, but when the customer be + +161 +00:13:12,270 --> 00:13:15,650 +loyal, it's push down, they push down the + +162 +00:13:15,650 --> 00:13:22,730 +interest. And about the location of customer, we + +163 +00:13:22,730 --> 00:13:29,070 +must take into account the place. We can offer the + +164 +00:13:29,070 --> 00:13:34,570 +brands in large city in high price and we can + +165 +00:13:34,570 --> 00:13:40,370 +offer the the service that the customer needs in a + +166 +00:13:40,370 --> 00:13:44,550 +traffic place and appropriate price. And we can, + +167 +00:13:44,710 --> 00:13:48,110 +in the farm, in the farmland, we can offer a + +168 +00:13:48,110 --> 00:13:53,130 +herbal insect. We can judge the price according to + +169 +00:13:53,130 --> 00:13:56,930 +the standard of living. Versus of high profit + +170 +00:13:56,930 --> 00:14:01,790 +product, how we can get high profit from the + +171 +00:14:01,790 --> 00:14:11,090 +product? We can make the embroidery or accessories + +172 +00:14:11,090 --> 00:14:18,600 +of home and personal or or artistic painting. When + +173 +00:14:18,600 --> 00:14:21,500 +we made it, we made in low cost, but when we + +174 +00:14:21,500 --> 00:14:26,860 +purchase it, when we sell it, we sell it in high + +175 +00:14:26,860 --> 00:14:34,800 +price. About other factors, when we enter the + +176 +00:14:34,800 --> 00:14:39,080 +market, we must study it and know what the + +177 +00:14:39,080 --> 00:14:42,220 +customer need or what the customer ask about. + +178 +00:14:45,070 --> 00:14:53,390 +About this setting account priorities, we allocate + +179 +00:14:53,390 --> 00:15:01,830 +resources according to the priorities. Just that. + +180 +00:15:02,810 --> 00:15:03,550 +Thanks. Okay. + +181 +00:15:07,010 --> 00:15:10,610 +My name originally Nabil. Hello, studied... Nabil, + +182 +00:15:10,690 --> 00:15:13,160 +it's okay. It's okay. My name is Areej Nabil + +183 +00:15:13,160 --> 00:15:17,500 +Helou. I studied business administration at third + +184 +00:15:17,500 --> 00:15:21,180 +level. Today I'm going to talk about the single + +185 +00:15:21,180 --> 00:15:25,220 +factor model, which is one of the four setting + +186 +00:15:25,220 --> 00:15:29,160 +account properties. The single factor model is + +187 +00:15:29,160 --> 00:15:34,600 +from accounting perspective. From accounting + +188 +00:15:34,600 --> 00:15:38,600 +perspective means it's a model of security return + +189 +00:15:38,600 --> 00:15:39,720 +that acknowledge + +190 +00:15:43,300 --> 00:15:47,320 +It's more usually in the mature market when the + +191 +00:15:47,320 --> 00:15:50,680 +demand and the competition are very stable. + +192 +00:15:55,880 --> 00:15:59,420 +Single factor model is the easiest and probably + +193 +00:15:59,420 --> 00:16:04,040 +most widely used model for allocating salesperson + +194 +00:16:04,040 --> 00:16:08,180 +time, and that examines the single factor + +195 +00:16:08,180 --> 00:16:11,680 +characteristic, usually sales volume. When we say + +196 +00:16:11,680 --> 00:16:15,580 +sales volume, it's a return to the total quantity + +197 +00:16:15,580 --> 00:16:19,920 +of items that sell for a business to make a + +198 +00:16:19,920 --> 00:16:27,420 +profit. And sales value, how to increase the sales + +199 +00:16:27,420 --> 00:16:34,820 +value by two ways, to clearly identify the + +200 +00:16:34,820 --> 00:16:39,620 +target prospect, and the second one is to increase + +201 +00:16:39,620 --> 00:16:42,120 +the interaction and communication with the + +202 +00:16:42,120 --> 00:16:42,400 +prospects. + +203 +00:16:45,780 --> 00:16:48,300 +We have the main limitation of single factor model + +204 +00:16:48,300 --> 00:16:52,120 +based on sales value and procedure that they may + +205 +00:16:52,120 --> 00:16:54,600 +not include all factors that should be considered + +206 +00:16:54,600 --> 00:16:58,500 +when evaluating account sales potential and the + +207 +00:16:58,500 --> 00:16:59,880 +lifetime value. + +208 +00:17:02,990 --> 00:17:06,370 +A single-factor model is also likely to be a + +209 +00:17:06,370 --> 00:17:11,670 +property for sales forces program with a + +210 +00:17:11,670 --> 00:17:16,790 +transaction type of account relationship strategy. + +211 +00:17:22,420 --> 00:17:26,700 +And it's also not considering the opportunity to + +212 +00:17:26,700 --> 00:17:29,980 +obtain a greater account penetration, + +213 +00:17:31,960 --> 00:17:34,640 +a greater share of account total per shares. + +214 +00:17:37,820 --> 00:17:41,820 +We have example in the book. The average sales + +215 +00:17:41,820 --> 00:17:46,840 +volume per month. They're a company Tom's Cook for + +216 +00:17:46,840 --> 00:17:53,800 +travel. Divide a group into three customers. We + +217 +00:17:53,800 --> 00:17:55,620 +have A and B and C. + +218 +00:17:59,660 --> 00:18:01,980 +Which customer? Sorry, according to the single + +219 +00:18:01,980 --> 00:18:06,240 +factor model I read, which customer from A or B or + +220 +00:18:06,240 --> 00:18:08,600 +C should be given the highest priority? + +221 +00:18:12,300 --> 00:18:16,000 +Which gain high profit or high revenue? So, the + +222 +00:18:16,000 --> 00:18:19,800 +answer is going to be C. C. Yes, it won. Why? + +223 +00:18:20,460 --> 00:18:24,140 +Because his total revenue is the highest one + +224 +00:18:24,140 --> 00:18:31,200 +between A and B. Okay. That's it? Yes. Thank you + +225 +00:18:31,200 --> 00:18:32,120 +very much. Big clap for him. + +226 +00:18:35,700 --> 00:18:39,970 +So, let's remind you with what Arie said. Single + +227 +00:18:39,970 --> 00:18:44,030 +factor model is called the traditional model. Why + +228 +00:18:44,030 --> 00:18:45,990 +we are naming it to be the traditional model? + +229 +00:18:46,390 --> 00:18:49,410 +Because this model is very narrow and it is + +230 +00:18:49,410 --> 00:18:52,390 +focusing or zooming on one variable or + +231 +00:18:52,390 --> 00:18:55,630 +characteristics, which is the sales volume. I + +232 +00:18:55,630 --> 00:18:57,850 +think Sam, she indicated at the very beginning of + +233 +00:18:57,850 --> 00:19:03,000 +the class, what did she say? She said If you are + +234 +00:19:03,000 --> 00:19:05,740 +going, for example, to focus on the number of the + +235 +00:19:05,740 --> 00:19:09,160 +items, in other words, to focus only on the sales + +236 +00:19:09,160 --> 00:19:12,780 +volume, this doesn't always refer to the margin of + +237 +00:19:12,780 --> 00:19:16,360 +profitability of the sales agency. In other words, + +238 +00:19:16,860 --> 00:19:20,540 +the size or the big volume isn't always equivalent + +239 +00:19:20,540 --> 00:19:26,640 +to the profit or to the sales growth. So this is + +240 +00:19:26,640 --> 00:19:30,910 +considered to be one of the biggest limitations + +241 +00:19:30,910 --> 00:19:33,930 +which this model which is called the single factor + +242 +00:19:33,930 --> 00:19:39,090 +model is suffering from is suffering from in + +243 +00:19:39,090 --> 00:19:43,250 +addition this model all the time it is going to + +244 +00:19:43,250 --> 00:19:48,390 +value or evaluate the richness or the value of the + +245 +00:19:48,390 --> 00:19:52,350 +customer according once again to the size of the + +246 +00:19:52,350 --> 00:19:55,990 +demanded products or services which he is asking + +247 +00:19:55,990 --> 00:20:00,450 +for or which she is asking for But let's talk + +248 +00:20:00,450 --> 00:20:04,150 +about the item. Let's talk about the items and + +249 +00:20:04,150 --> 00:20:06,210 +their characteristics, their own prices, their + +250 +00:20:06,210 --> 00:20:08,670 +margin of profitability, how we are going to + +251 +00:20:08,670 --> 00:20:10,770 +create or establish permanent long-term + +252 +00:20:10,770 --> 00:20:13,510 +relationships with the customers. All these things + +253 +00:20:13,510 --> 00:20:16,630 +are not classified by what? By the single factor + +254 +00:20:16,630 --> 00:20:20,350 +model. So this model is considered to be what? A + +255 +00:20:20,350 --> 00:20:23,710 +very traditional one and a poor one. Because all + +256 +00:20:23,710 --> 00:20:26,610 +the time, remember, the prospect or the customer + +257 +00:20:27,320 --> 00:20:30,820 +doesn't equal the word which is called sales + +258 +00:20:30,820 --> 00:20:34,420 +volume. We are talking about other things. We are + +259 +00:20:34,420 --> 00:20:38,240 +talking about other things. As Arif said, in this + +260 +00:20:38,240 --> 00:20:41,360 +model, imagine this is considered to be customer + +261 +00:20:41,360 --> 00:20:44,660 +number C, this is customer number A and this is + +262 +00:20:44,660 --> 00:20:49,120 +customer number B. According to the ideology of + +263 +00:20:49,120 --> 00:20:51,780 +the single factor model, they will say customer + +264 +00:20:51,780 --> 00:20:54,840 +number C is considered to be priority number one. + +265 +00:20:56,020 --> 00:21:00,760 +P it refers to priority. But number A is going to + +266 +00:21:00,760 --> 00:21:04,140 +be priority number two and number B or the letter + +267 +00:21:04,140 --> 00:21:10,160 +B it refers to priority number three. Simply why? + +268 +00:21:10,680 --> 00:21:13,760 +Because this model is forgetting everything about + +269 +00:21:13,760 --> 00:21:16,420 +the customer or the prospect and we are focusing + +270 +00:21:16,420 --> 00:21:21,260 +on one thing which is exactly the sales volume + +271 +00:21:21,260 --> 00:21:26,190 +which he is providing for us as a sales agent. If + +272 +00:21:26,190 --> 00:21:29,970 +this is the margin, this means customer number C + +273 +00:21:29,970 --> 00:21:32,810 +is considered to be the most valuable one and the + +274 +00:21:32,810 --> 00:21:35,990 +most important one and should be given extra time + +275 +00:21:35,990 --> 00:21:40,730 +and extra effort on the account of prospect number + +276 +00:21:40,730 --> 00:21:45,830 +A and prospect number B. Clear? But as we said, + +277 +00:21:46,590 --> 00:21:48,950 +this isn't always reflecting the actual + +278 +00:21:48,950 --> 00:21:52,130 +circumstances of the customer or the prospect. + +279 +00:21:53,210 --> 00:21:57,210 +Why? Because we are talking about first long-term + +280 +00:21:57,210 --> 00:22:01,090 +relationship with the customer, the quality or the + +281 +00:22:01,090 --> 00:22:03,570 +nature of the items or the products which are + +282 +00:22:03,570 --> 00:22:06,670 +purchased by this customer. All these things are + +283 +00:22:06,670 --> 00:22:10,910 +marginalized or forgotten or are not considered by + +284 +00:22:10,910 --> 00:22:14,610 +the first model. Therefore, the first model is + +285 +00:22:14,610 --> 00:22:18,130 +considered to be imperfect with huge criticism + +286 +00:22:18,130 --> 00:22:24,230 +were forwarded against it. Okay? Because of this, + +287 +00:22:24,490 --> 00:22:27,650 +we began talking about portfolio model. + +288 +00:22:31,700 --> 00:22:33,240 +My name is Haneen Shaheen, Business + +289 +00:22:33,240 --> 00:22:35,820 +Administration, Faculty of Commerce. Now we'll + +290 +00:22:35,820 --> 00:22:37,920 +talk about the portfolio model or the second model + +291 +00:22:37,920 --> 00:22:40,700 +to give priorities to the customers. The portfolio + +292 +00:22:40,700 --> 00:22:46,100 +model is designed to overcome the shortcomings of + +293 +00:22:46,100 --> 00:22:48,880 +the first single factor model, that is it depends + +294 +00:22:48,880 --> 00:22:51,900 +or it considers just the sales volume. This model + +295 +00:22:51,900 --> 00:22:56,330 +tries to have multiple models It's multiple + +296 +00:22:56,330 --> 00:23:00,110 +factors when determining what priorities to be + +297 +00:23:00,110 --> 00:23:02,390 +given to the customer and focus on the + +298 +00:23:02,390 --> 00:23:04,870 +attractiveness of the customer. So we have + +299 +00:23:04,870 --> 00:23:07,110 +multiple factors to determine the degree of + +300 +00:23:07,110 --> 00:23:11,070 +attractiveness to the customers. Sitting effort is + +301 +00:23:11,070 --> 00:23:13,250 +allocated so that the most attractive accounts + +302 +00:23:13,250 --> 00:23:15,810 +receive the most effort. We have multiple factors + +303 +00:23:15,810 --> 00:23:18,990 +to determine which is our attractive customer and + +304 +00:23:18,990 --> 00:23:21,610 +which is the least attractive, which is moderately + +305 +00:23:21,610 --> 00:23:24,890 +attractive. Figure 3-2 straight one will know + +306 +00:23:24,890 --> 00:23:27,230 +portfolio model. This model classifies accounts + +307 +00:23:27,230 --> 00:23:30,730 +into one or four categories determining the + +308 +00:23:30,730 --> 00:23:33,830 +account opportunity and the second factor is + +309 +00:23:33,830 --> 00:23:36,920 +competitive. position by account opportunity we + +310 +00:23:36,920 --> 00:23:40,120 +refer to the up to what extent the customer needs + +311 +00:23:40,120 --> 00:23:45,740 +the customer needs our products now and in the + +312 +00:23:45,740 --> 00:23:50,080 +future And the second factor is competitive + +313 +00:23:50,080 --> 00:23:52,500 +position. I mean the relationship between the + +314 +00:23:52,500 --> 00:23:54,880 +company and the customer. If there is a good + +315 +00:23:54,880 --> 00:23:56,680 +relation or if there is a bad relation, and the + +316 +00:23:56,680 --> 00:23:59,500 +attitude of the customer towards our product, and + +317 +00:23:59,500 --> 00:24:01,420 +the portion of his sales purchased from our + +318 +00:24:01,420 --> 00:24:06,980 +products, margin of profit of our product. This + +319 +00:24:06,980 --> 00:24:09,220 +model depicts, as we said, that there is four + +320 +00:24:09,220 --> 00:24:12,550 +quadrants grid. consists of four quadrants. The + +321 +00:24:12,550 --> 00:24:14,730 +core accounts are the most basic accounts + +322 +00:24:14,730 --> 00:24:19,210 +according to this model. And we have high account + +323 +00:24:19,210 --> 00:24:22,850 +opportunity. By this, we mean that he need or he + +324 +00:24:22,850 --> 00:24:25,190 +will be in a bad need for our customers today or + +325 +00:24:25,190 --> 00:24:27,990 +in the future. And in the competitive position, if + +326 +00:24:27,990 --> 00:24:30,050 +it's strong, we have a high portion of his + +327 +00:24:30,050 --> 00:24:33,710 +purchases. And we have a high profit margin from + +328 +00:24:33,710 --> 00:24:37,410 +his purchases. Accounts are very attractive. They + +329 +00:24:37,410 --> 00:24:41,530 +are priority number one. And we must invest + +330 +00:24:41,530 --> 00:24:44,210 +heavily in selling resources, so we must exert + +331 +00:24:44,210 --> 00:24:46,790 +much effort and cost and time to attract these + +332 +00:24:46,790 --> 00:24:49,210 +customers and we should maintain them. Because his + +333 +00:24:49,210 --> 00:24:50,930 +account opportunity is very high. + +334 +00:24:59,440 --> 00:25:01,840 +So priority number one should be given for core + +335 +00:25:01,840 --> 00:25:06,500 +accounts. The second category is growth accounts. + +336 +00:25:06,960 --> 00:25:10,840 +We have positive sign, also we have A negative + +337 +00:25:10,840 --> 00:25:13,500 +sign. We have a weak competitive position where he + +338 +00:25:13,500 --> 00:25:16,240 +may have a bad attitude toward our products or may + +339 +00:25:16,240 --> 00:25:19,540 +he not purchasing from us. So they are called + +340 +00:25:19,540 --> 00:25:22,320 +growth accounts because we have high opportunity. + +341 +00:25:22,780 --> 00:25:25,820 +They may have a high, they may have or they may + +342 +00:25:25,820 --> 00:25:28,460 +need our products in the future. So they are + +343 +00:25:28,460 --> 00:25:30,760 +called the growth accounts. In the future they may + +344 +00:25:30,760 --> 00:25:33,340 +grow and they may need our products more. So + +345 +00:25:33,340 --> 00:25:35,380 +accounts are potentially attractive, not + +346 +00:25:35,380 --> 00:25:38,220 +completely attractive, may want to invest in + +347 +00:25:38,220 --> 00:25:41,720 +heavily. We have talked that may want to invest in + +348 +00:25:41,720 --> 00:25:44,860 +heavily, not invest heavily. We must here invest. + +349 +00:25:46,800 --> 00:25:54,080 +The third category + +350 +00:25:54,080 --> 00:25:57,620 +is drag accounts. We talk about low opportunity, + +351 +00:25:58,180 --> 00:26:00,560 +and we talk about strong competitive position. He + +352 +00:26:00,560 --> 00:26:03,720 +may have purchased from us, but it's not so high. + +353 +00:26:04,060 --> 00:26:07,200 +We may not profit. He is not lucrative for us. And + +354 +00:26:07,200 --> 00:26:09,700 +he have low opportunity. We may not have the + +355 +00:26:09,700 --> 00:26:12,780 +product that can satisfy his needs. So he didn't + +356 +00:26:12,780 --> 00:26:15,400 +need our products. Accounts are moderately + +357 +00:26:15,400 --> 00:26:18,320 +attractive. And we should invest enough to + +358 +00:26:18,320 --> 00:26:22,600 +maintain current position. Otherwise, up to this + +359 +00:26:22,600 --> 00:26:26,000 +level, we must just expend effort and time + +360 +00:26:27,060 --> 00:26:35,570 +important time and cost just to maintain them. So + +361 +00:26:35,570 --> 00:26:40,010 +we are referring here to the status quo. Yes. We + +362 +00:26:40,010 --> 00:26:43,670 +should maintain our status quo. After that, if we + +363 +00:26:43,670 --> 00:26:46,510 +have exerted more effort or time or cost, we will + +364 +00:26:46,510 --> 00:26:49,950 +be in loss. The fourth category is problem + +365 +00:26:49,950 --> 00:26:52,630 +accounts. Problem accounts, they have bad signs + +366 +00:26:52,630 --> 00:26:55,990 +from the two factors. Accounts are very + +367 +00:26:55,990 --> 00:26:58,430 +unattractive, minimal investment of certain + +368 +00:26:58,430 --> 00:27:00,910 +resources, or we should drop their customers + +369 +00:27:00,910 --> 00:27:03,430 +because they are unprofitable for us. Portfolio + +370 +00:27:03,430 --> 00:27:06,990 +model is as we have talked about, as we have said + +371 +00:27:06,990 --> 00:27:09,070 +before, there is account relationship strategies + +372 +00:27:09,070 --> 00:27:12,010 +and four or three types. There is consultative + +373 +00:27:12,010 --> 00:27:14,230 +type and also there is transactional type and + +374 +00:27:14,230 --> 00:27:16,450 +there is enterprise type. This model, do you think + +375 +00:27:16,450 --> 00:27:19,450 +that it focuses on transactional or consultative + +376 +00:27:19,450 --> 00:27:22,230 +or the last one is enterprise? Consultative. Why? + +377 +00:27:23,070 --> 00:27:27,820 +To make a long relationship with customers. Also + +378 +00:27:27,820 --> 00:27:29,820 +because of what? Long relation. + +379 +00:27:36,020 --> 00:27:36,840 +Yes, + +380 +00:27:42,120 --> 00:27:46,980 +what else? We talk about relatively long relation. + +381 +00:27:52,130 --> 00:27:55,470 +Also, we talk about somewhat high investment. Here + +382 +00:27:55,470 --> 00:27:58,670 +we have invest heavily, and here we will invest, + +383 +00:27:58,890 --> 00:28:01,590 +and here we will invest, but here we will not + +384 +00:28:01,590 --> 00:28:03,830 +invest. So there is high investment from both + +385 +00:28:03,830 --> 00:28:06,130 +parties, the customer and the supplier, so that + +386 +00:28:06,130 --> 00:28:09,350 +it's relatively consultative type. Thank you. + +387 +00:28:10,170 --> 00:28:14,770 +Thank you very much for sitting. Now, if you are + +388 +00:28:14,770 --> 00:28:17,690 +going to rank him according to priority or + +389 +00:28:17,690 --> 00:28:19,790 +according to the importance, how are you going to + +390 +00:28:19,790 --> 00:28:22,300 +rank him? This is the priority number one. Would + +391 +00:28:22,300 --> 00:28:25,700 +you mind to clean the board? And try to number + +392 +00:28:25,700 --> 00:28:30,080 +them. One is the most important, four is the least + +393 +00:28:30,080 --> 00:28:33,300 +important. Yes. This one is going to be intended + +394 +00:28:33,300 --> 00:28:35,180 +for number one. Core accounts will have priority + +395 +00:28:35,180 --> 00:28:38,160 +number one, and growth accounts will have priority + +396 +00:28:38,160 --> 00:28:40,620 +number two, drag accounts will have priority + +397 +00:28:40,620 --> 00:28:44,820 +number three, and this is four. Invest enough to + +398 +00:28:44,820 --> 00:28:46,440 +maintain current customers, but there we will + +399 +00:28:46,440 --> 00:28:47,120 +invest more. + +400 +00:28:54,660 --> 00:28:57,780 +I think in drug account priority number two + +401 +00:28:57,780 --> 00:29:01,220 +priority number two because accounts are + +402 +00:29:01,220 --> 00:29:27,690 +moderately I agree with him on that. + +403 +00:29:33,980 --> 00:29:36,160 +But what do you think between two and three? We + +404 +00:29:36,160 --> 00:29:38,460 +are discussing and thinking in a very loud voice. + +405 +00:29:38,880 --> 00:29:40,920 +In number two, we are talking about a very high + +406 +00:29:40,920 --> 00:29:43,520 +level of risk, a very high level of probability. + +407 +00:29:44,280 --> 00:29:47,860 +But in number three, we do not have such risk. We + +408 +00:29:47,860 --> 00:29:50,060 +do not have such wide range of probability. + +409 +00:29:51,060 --> 00:29:54,000 +Therefore, I think we are going to work with a + +410 +00:29:54,000 --> 00:29:55,740 +kind or with a level of certainty. + +411 +00:30:06,030 --> 00:30:10,210 +Other points? Other points? Thanks. I appreciate + +412 +00:30:10,210 --> 00:30:17,010 +your time. Time to remember. Once again, before + +413 +00:30:17,010 --> 00:30:19,210 +two weeks or three weeks, we were talking about + +414 +00:30:19,210 --> 00:30:22,430 +what is the biggest resource by which we can + +415 +00:30:22,430 --> 00:30:26,630 +ensure a sales agency growth or a sales agency + +416 +00:30:26,630 --> 00:30:29,650 +profitability. We said maintaining our current + +417 +00:30:29,650 --> 00:30:34,010 +customers. If you are going to look where is our + +418 +00:30:34,010 --> 00:30:36,860 +current customers, You are going to find them to + +419 +00:30:36,860 --> 00:30:43,540 +be drag accounts. Yes or not? Yes. Drag accounts, + +420 +00:30:43,640 --> 00:30:46,840 +they are classified to be the biggest resource by + +421 +00:30:46,840 --> 00:30:51,160 +which we can ensure sustainability, growth and + +422 +00:30:51,160 --> 00:30:55,820 +profitability of our citizens. In addition, the + +423 +00:30:55,820 --> 00:30:59,980 +level of certainty is greater than half. Once + +424 +00:30:59,980 --> 00:31:01,480 +again, here we are talking about what? + +425 +00:31:01,880 --> 00:31:06,640 +Probability. With this probability, it might be + +426 +00:31:06,640 --> 00:31:10,600 +very high. It might be very risky. And later on, + +427 +00:31:10,840 --> 00:31:15,680 +we might not invest at all. But here, we are + +428 +00:31:15,680 --> 00:31:18,880 +playing on the playground which is familiar to us. + +429 +00:31:19,980 --> 00:31:22,760 +Therefore, we will continue working as we used to + +430 +00:31:22,760 --> 00:31:26,560 +work in the past. Because of this, according to + +431 +00:31:26,560 --> 00:31:29,320 +this analysis, we believe that this is priority + +432 +00:31:29,320 --> 00:31:32,880 +number two, or this is priority number three, or + +433 +00:31:32,880 --> 00:31:36,110 +this is the final one. Are you convinced now + +434 +00:31:36,110 --> 00:31:39,810 +Haneen? Yes. Any question, any comments about + +435 +00:31:39,810 --> 00:31:47,250 +this? This is important, very important. Gone. Now + +436 +00:31:47,250 --> 00:31:49,070 +we are going to go to the second model which is + +437 +00:31:49,070 --> 00:31:53,400 +called decision. I am Emanek Hel, studied business + +438 +00:31:53,400 --> 00:31:56,160 +administration at level three. I will talk about + +439 +00:31:56,160 --> 00:32:00,180 +decision model. Decision model applied to overcome + +440 +00:32:00,180 --> 00:32:04,620 +some shortcomings happened in the previous model. + +441 +00:32:05,220 --> 00:32:09,200 +So we discussed the shortcomings. We have two + +442 +00:32:09,200 --> 00:32:12,400 +shortcomings. The first account must still be + +443 +00:32:12,400 --> 00:32:16,680 +grouped into the four quadrants for the purpose of + +444 +00:32:16,680 --> 00:32:21,080 +allocating sales.allocating sales call means the + +445 +00:32:21,080 --> 00:32:25,600 +sales person must decide which customer who will, + +446 +00:32:26,360 --> 00:32:31,180 +who should who should spend more cost and more + +447 +00:32:31,180 --> 00:32:38,460 +time with him, or how much I should make number of + +448 +00:32:38,460 --> 00:32:42,880 +calling for this customer. And we have differences + +449 +00:32:42,880 --> 00:32:45,020 +between firms at the same quarters, we have + +450 +00:32:45,020 --> 00:32:48,180 +differences at the same firm, so it's not + +451 +00:32:48,180 --> 00:32:53,050 +considered, taken into consideration. And this + +452 +00:32:53,050 --> 00:32:57,290 +purpose of allocating sales goal doesn't make, + +453 +00:32:57,570 --> 00:33:01,410 +doesn't arrive the optimal allocation of the sales + +454 +00:33:01,410 --> 00:33:07,250 +goal. I will discuss through the chart. So a + +455 +00:33:07,250 --> 00:33:12,670 +decision model focus, decision model focusing so + +456 +00:33:12,670 --> 00:33:15,630 +much and respond to the each account in the + +457 +00:33:15,630 --> 00:33:22,190 +quarters of the sales, the number of sales call at + +458 +00:33:22,190 --> 00:33:26,430 +the period of time. This is a chart discussed the + +459 +00:33:26,430 --> 00:33:29,650 +relation between number of sales call per quarters + +460 +00:33:29,650 --> 00:33:33,330 +and the dollar sale per quarter. Here we at the, + +461 +00:33:34,530 --> 00:33:40,170 +For example, when we make the first sales call for + +462 +00:33:40,170 --> 00:33:45,230 +the one customer, we don't find more response of + +463 +00:33:45,230 --> 00:33:50,950 +the customer as here. One call, for example, for + +464 +00:33:50,950 --> 00:33:55,210 +the customer will not provide us with this volume. + +465 +00:33:56,150 --> 00:33:59,890 +Yes, exactly. We don't find much response of the + +466 +00:33:59,890 --> 00:34:01,790 +customer. + +467 +00:34:03,190 --> 00:34:07,330 +So we make another call for the customer. Here we + +468 +00:34:07,330 --> 00:34:09,810 +will face the little increase of the response of + +469 +00:34:09,810 --> 00:34:15,910 +the customer. And the third, we will call from + +470 +00:34:15,910 --> 00:34:20,670 +three to four calling. we arrive to the peak of + +471 +00:34:20,670 --> 00:34:27,070 +the response of the customer. So the sales will + +472 +00:34:27,070 --> 00:34:30,710 +increase and the profit will increase, but after + +473 +00:34:30,710 --> 00:34:34,310 +the time we will face that customer, we arrive to + +474 +00:34:34,310 --> 00:34:37,740 +flatter response of the customer. Because he + +475 +00:34:37,740 --> 00:34:42,780 +poured of the or shift to the another brand or + +476 +00:34:42,780 --> 00:34:45,840 +another company he face may offer in the market. + +477 +00:34:46,200 --> 00:34:50,460 +So we will don't respond to the thesis company and + +478 +00:34:50,460 --> 00:34:55,040 +we will and it may be decreased or it's decreased. + +479 +00:34:55,720 --> 00:34:58,440 +after the period of time. In these cases we must, + +480 +00:34:59,020 --> 00:35:04,700 +we should found another customer or attracting a + +481 +00:35:04,700 --> 00:35:08,500 +new customer and make the process at the first one + +482 +00:35:08,500 --> 00:35:13,780 +calling and two calling to generate more response + +483 +00:35:13,780 --> 00:35:15,420 +of the customer and more profit. + +484 +00:35:20,930 --> 00:35:23,850 +Let's try to return back to the shortcomings or + +485 +00:35:23,850 --> 00:35:28,030 +limitations of the portfolio model. In portfolio + +486 +00:35:28,030 --> 00:35:30,270 +model, imagine we are going to talk about two + +487 +00:35:30,270 --> 00:35:35,490 +customers here or three or four. Let's ask + +488 +00:35:35,490 --> 00:35:39,570 +ourselves this simple question. Do you think is it + +489 +00:35:39,570 --> 00:35:43,550 +enough to distinguish among these three customers + +490 +00:35:43,550 --> 00:35:47,190 +according to their level of attractiveness? It + +491 +00:35:47,190 --> 00:35:51,930 +isn't enough. Why? Because we are talking about a + +492 +00:35:51,930 --> 00:35:54,330 +customer. This customer is a person, a human + +493 +00:35:54,330 --> 00:35:59,610 +being. He is influenced by various or by more than + +494 +00:35:59,610 --> 00:36:02,630 +one factor, by more than one characteristics, by + +495 +00:36:02,630 --> 00:36:06,070 +more than one issue. He is a human being, he is + +496 +00:36:06,070 --> 00:36:08,610 +thinking, he is having feelings, he is having + +497 +00:36:08,610 --> 00:36:11,670 +emotions and so on. Because of this, we cannot + +498 +00:36:11,670 --> 00:36:15,050 +classify persons according to these four + +499 +00:36:15,050 --> 00:36:19,770 +quadrants. In each quadrant, we cannot classify + +500 +00:36:19,770 --> 00:36:22,330 +the person according to one factor, because here + +501 +00:36:22,330 --> 00:36:24,830 +we are talking about one factor. But what about + +502 +00:36:24,830 --> 00:36:27,970 +the other factors of this person? Are these + +503 +00:36:27,970 --> 00:36:31,030 +discussed by portfolio model? No, they are not + +504 +00:36:31,030 --> 00:36:36,030 +discussed. A second thing, process doesn't arrive + +505 +00:36:36,030 --> 00:36:38,930 +at the optimal location of the sales call. What + +506 +00:36:38,930 --> 00:36:42,590 +does it mean optimal? Exactly, the ideal + +507 +00:36:42,590 --> 00:36:45,350 +allocation of the sales call. How we should talk + +508 +00:36:45,350 --> 00:36:48,090 +about the sales calls? In other words, how many + +509 +00:36:48,090 --> 00:36:51,830 +phone calls should we give for each customer out + +510 +00:36:51,830 --> 00:36:55,830 +of the four types of our prospects? Has the + +511 +00:36:55,830 --> 00:37:00,030 +portfolio model provided us with any information + +512 +00:37:00,030 --> 00:37:05,490 +about these things? Of course not. Then we began + +513 +00:37:05,490 --> 00:37:07,410 +talking about the decision model. The decision + +514 +00:37:07,410 --> 00:37:10,550 +model tried to cover this gap. What is the gap? + +515 +00:37:11,010 --> 00:37:14,550 +How many phone calls we should give for the + +516 +00:37:14,550 --> 00:37:17,890 +customer according to their own classification or + +517 +00:37:17,890 --> 00:37:21,970 +priority? The decision model is saying we would + +518 +00:37:21,970 --> 00:37:26,930 +like to measure one thing which is called response + +519 +00:37:26,930 --> 00:37:34,130 +of the customer or a prospect. This response will + +520 +00:37:34,130 --> 00:37:37,690 +be calculated by the number of phone calls and + +521 +00:37:37,690 --> 00:37:40,670 +later on by calculating the dollar sales per + +522 +00:37:40,670 --> 00:37:45,870 +quarter. If you are going to give one phone call, + +523 +00:37:46,270 --> 00:37:51,430 +this means we are going to get this sales dollar. + +524 +00:37:51,830 --> 00:37:54,710 +If you are going to try with another phone call, + +525 +00:37:55,190 --> 00:37:58,930 +then our sales is going to increase. A third phone + +526 +00:37:58,930 --> 00:38:02,430 +call is going to increase more and more. A fourth + +527 +00:38:02,430 --> 00:38:07,790 +one, more and more. A sixth, the highest at this + +528 +00:38:07,790 --> 00:38:13,050 +level. This is the peak. Later on, do you think is + +529 +00:38:13,050 --> 00:38:15,710 +it necessary to give seven and eight calls for our + +530 +00:38:15,710 --> 00:38:18,690 +customer? The decision model is saying to us, no. + +531 +00:38:19,930 --> 00:38:21,830 +Therefore, you are going to find that we are + +532 +00:38:21,830 --> 00:38:26,890 +talking about almost stable level of the + +533 +00:38:26,890 --> 00:38:28,670 +relationship between the sales agency and the + +534 +00:38:28,670 --> 00:38:33,090 +customer. And we said why? Two reasons. Number + +535 +00:38:33,090 --> 00:38:40,490 +one, increased loyalty of + +536 +00:38:40,490 --> 00:38:43,590 +the prospect or the customer. + +537 +00:38:46,470 --> 00:38:51,940 +So this person, he became loyal to us. He knows us + +538 +00:38:51,940 --> 00:38:54,840 +and we know him. So do you think is there any need + +539 +00:38:54,840 --> 00:38:58,820 +to make further phone calls? No. Number two, this + +540 +00:38:58,820 --> 00:39:08,720 +customer might be saturated by + +541 +00:39:08,720 --> 00:39:11,520 +our product or service. + +542 +00:39:16,340 --> 00:39:21,140 +Satisfied. So do you think we should make other + +543 +00:39:21,140 --> 00:39:23,880 +phone calls? Of course not. Because these phone + +544 +00:39:23,880 --> 00:39:27,200 +calls are going to be in vain. In vain. Useless. + +545 +00:39:27,400 --> 00:39:30,420 +Yes. Because of this, we are talking about what? + +546 +00:39:30,960 --> 00:39:35,480 +Stable level here. Any question about the decision + +547 +00:39:35,480 --> 00:39:37,880 +model? Now next time we are going to begin with + +548 +00:39:37,880 --> 00:39:39,980 +the sales model, sales process model. Who is going + +549 +00:39:39,980 --> 00:39:46,420 +to explain this? Go on. Sales process model. The + +550 +00:39:46,420 --> 00:39:48,060 +sales process model, it talks about the sales + +551 +00:39:48,060 --> 00:39:52,470 +funnel. okay along with this don't worry I'm going + +552 +00:39:52,470 --> 00:39:56,230 +to help you next sales versus profit it's yours + +553 +00:39:56,230 --> 00:40:01,450 +sales versus profit customer lifetime value you + +554 +00:40:01,450 --> 00:40:06,310 +explained before that okay customer lifetime value + +555 +00:40:06,310 --> 00:40:10,110 +please write it down it's yours final thing time + +556 +00:40:10,110 --> 00:40:13,250 +management it's yours any question any comments + +557 +00:40:13,250 --> 00:40:14,790 +about today's class thank you very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..286c237fa76e48db944189133f07f8120bb2c6aa --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/A7nBcn5kZDQ_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5044, "start": 21.06, "end": 50.44, "text": " Good morning, my name is Seham Tolba. 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And how can deal with customers? 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And also the location of the customer. 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Next slide. Break-even account analysis provides a starting place from which to determine the minimum size account should be called in. 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How much time should I take for a specific prospect? 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This, to mention it, these methods are selling factors model, profit models, decision models, and sales process models. Thank you. Listen. Thanks, Saham. Now, we would like to sum up what Saham introduced to us. 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Now, last class we studied two approaches which is going to provide us with signals if our sales agency is winning and gaining profit or it is losing by calculating call bear cost", "tokens": [2212, 337, 5474, 420, 15005, 13, 823, 11, 1036, 1508, 321, 9454, 732, 11587, 597, 307, 516, 281, 2893, 505, 365, 12354, 498, 527, 5763, 7934, 307, 8224, 293, 19752, 7475, 420, 309, 307, 7027, 538, 28258, 818, 6155, 2063], "avg_logprob": -0.22694359465343197, "compression_ratio": 1.452054794520548, "no_speech_prob": 0.0, "words": [{"start": 501.0, "end": 501.82, "word": " given", "probability": 0.77490234375}, {"start": 501.82, "end": 502.64, "word": " for", "probability": 0.7001953125}, {"start": 502.64, "end": 504.72, "word": " customer", "probability": 0.4443359375}, {"start": 504.72, "end": 506.72, "word": " or", "probability": 0.78955078125}, {"start": 506.72, "end": 507.14, "word": " prospect.", "probability": 0.63037109375}, {"start": 511.02, "end": 511.62, "word": " Now,", "probability": 0.8505859375}, {"start": 512.22, "end": 513.3, "word": " last", "probability": 0.80810546875}, {"start": 513.3, "end": 513.74, "word": " class", "probability": 0.9658203125}, {"start": 513.74, "end": 514.02, "word": " we", "probability": 0.6474609375}, {"start": 514.02, "end": 514.56, "word": " studied", "probability": 0.931640625}, {"start": 514.56, "end": 516.12, "word": " two", "probability": 0.8896484375}, {"start": 516.12, "end": 516.62, "word": " approaches", "probability": 0.7802734375}, {"start": 516.62, "end": 518.16, "word": " which", "probability": 0.6708984375}, {"start": 518.16, "end": 518.4, "word": " is", "probability": 0.791015625}, {"start": 518.4, "end": 518.68, "word": " going", "probability": 0.94482421875}, {"start": 518.68, "end": 518.92, "word": " to", "probability": 0.970703125}, {"start": 518.92, "end": 519.28, "word": " provide", "probability": 0.95751953125}, {"start": 519.28, "end": 519.52, "word": " us", "probability": 0.9462890625}, {"start": 519.52, "end": 519.72, "word": " with", "probability": 0.892578125}, {"start": 519.72, "end": 520.24, "word": " signals", "probability": 0.97607421875}, {"start": 520.24, "end": 521.38, "word": " if", "probability": 0.78125}, {"start": 521.38, "end": 521.66, "word": " our", "probability": 0.8955078125}, {"start": 521.66, "end": 521.88, "word": " sales", "probability": 0.94384765625}, {"start": 521.88, "end": 522.24, "word": " agency", "probability": 0.90966796875}, {"start": 522.24, "end": 522.56, "word": " is", "probability": 0.951171875}, {"start": 522.56, "end": 522.84, "word": " winning", "probability": 0.95556640625}, {"start": 522.84, "end": 523.24, "word": " and", "probability": 0.9140625}, {"start": 523.24, "end": 523.48, "word": " gaining", "probability": 0.84521484375}, {"start": 523.48, "end": 523.78, "word": " profit", "probability": 0.7412109375}, {"start": 523.78, "end": 524.12, "word": " or", "probability": 0.8564453125}, {"start": 524.12, "end": 524.28, "word": " it", "probability": 0.86328125}, {"start": 524.28, "end": 524.42, "word": " is", "probability": 0.931640625}, {"start": 524.42, "end": 524.8, "word": " losing", "probability": 0.90771484375}, {"start": 524.8, "end": 526.16, "word": " by", "probability": 0.496826171875}, {"start": 526.16, "end": 526.84, "word": " calculating", "probability": 0.91650390625}, {"start": 526.84, "end": 527.6, "word": " call", "probability": 0.443359375}, {"start": 527.6, "end": 527.76, "word": " bear", "probability": 0.58154296875}, {"start": 527.76, "end": 528.18, "word": " cost", "probability": 0.88232421875}], "temperature": 1.0}, {"id": 21, "seek": 55434, "start": 528.98, "end": 554.34, "text": " or cost per call and the second one by calculating the break-even sales volume. Those two approaches or these two approaches they cannot provide us with any information about the time which we should spend as a sales agency or as a salesperson with the prospect or the customer. 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Listen here, if the time which I am going to invest in this customer is wasteless, counterproductive, this means that the sales agency is losing. The same thing if I am going to make in vain phone calls, in vain means useless, equivalent to the word useless.", "tokens": [8595, 264, 1230, 295, 2593, 5498, 597, 286, 820, 5502, 337, 1184, 15005, 13, 7501, 510, 11, 498, 264, 565, 597, 286, 669, 516, 281, 1963, 294, 341, 5474, 307, 49075, 4272, 11, 5682, 14314, 20221, 11, 341, 1355, 300, 264, 5763, 7934, 307, 7027, 13, 440, 912, 551, 498, 286, 669, 516, 281, 652, 294, 22240, 2593, 5498, 11, 294, 22240, 1355, 14115, 11, 10344, 281, 264, 1349, 14115, 13], "avg_logprob": -0.2014973999725448, "compression_ratio": 1.6616915422885572, "no_speech_prob": 0.0, "words": [{"start": 555.26, "end": 555.86, "word": " regarding", "probability": 0.4833984375}, {"start": 555.86, "end": 556.26, "word": " the", "probability": 0.912109375}, {"start": 556.26, "end": 556.56, "word": " number", "probability": 0.90087890625}, {"start": 556.56, "end": 556.78, "word": " of", "probability": 0.9658203125}, {"start": 556.78, "end": 557.18, "word": " phone", 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Therefore, so far we do not have clear-cut information about what are the boundaries or the borders according to which the salesperson should act and work with the customers. Let's paraphrase what we are saying. What we would like to say is the following.", "tokens": [759, 286, 478, 516, 281, 2593, 294, 22240, 264, 4581, 1553, 1419, 746, 1219, 3353, 5824, 490, 552, 11, 611, 321, 366, 7027, 13, 7504, 11, 370, 1400, 321, 360, 406, 362, 1850, 12, 6672, 1589, 466, 437, 366, 264, 13180, 420, 264, 16287, 4650, 281, 597, 264, 5763, 10813, 820, 605, 293, 589, 365, 264, 4581, 13, 961, 311, 36992, 1703, 651, 437, 321, 366, 1566, 13, 708, 321, 576, 411, 281, 584, 307, 264, 3480, 13], "avg_logprob": -0.14556962628907796, "compression_ratio": 1.6493506493506493, "no_speech_prob": 0.0, "words": [{"start": 586.07, "end": 586.33, "word": " If", "probability": 0.724609375}, {"start": 586.33, "end": 586.53, "word": " I'm", "probability": 0.79248046875}, {"start": 586.53, "end": 586.81, "word": " going", "probability": 0.92578125}, {"start": 586.81, "end": 587.03, "word": " to", "probability": 0.96484375}, {"start": 587.03, "end": 587.29, "word": " phone", "probability": 0.94287109375}, {"start": 587.29, "end": 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The answer is no. Because if you are talking about one perfect model, then why should we bother ourselves and study more than one model? Okay, so let's start with the first model, single factor. 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I want to complete what Saham mentioned about the customer. 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Just that. Thanks. Okay. My name originally Nabil. Hello, studied... Nabil, it's okay. 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I studied business administration at third level. Today I'm going to talk about the single factor model, which is one of the four setting account properties. The single factor model is from accounting perspective. From accounting perspective means it's a model of security return that acknowledge", "tokens": [1222, 1315, 307, 316, 701, 73, 426, 5177, 6128, 263, 13, 286, 9454, 1606, 7236, 412, 2636, 1496, 13, 2692, 286, 478, 516, 281, 751, 466, 264, 2167, 5952, 2316, 11, 597, 307, 472, 295, 264, 1451, 3287, 2696, 7221, 13, 440, 2167, 5952, 2316, 307, 490, 19163, 4585, 13, 3358, 19163, 4585, 1355, 309, 311, 257, 2316, 295, 3825, 2736, 300, 10692], "avg_logprob": -0.3386230459436774, "compression_ratio": 1.618811881188119, "no_speech_prob": 1.4901161193847656e-05, "words": [{"start": 912.18, "end": 912.32, "word": " My", "probability": 0.72802734375}, {"start": 912.32, "end": 912.56, "word": " name", "probability": 0.87890625}, {"start": 912.56, "end": 912.7, "word": " is", "probability": 0.3955078125}, {"start": 912.7, "end": 912.86, "word": " Areej", "probability": 0.4138997395833333}, {"start": 912.86, "end": 913.16, "word": " Nabil", "probability": 0.6673583984375}, {"start": 913.16, "end": 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They're a company Tom's Cook for travel. Divide a group into three customers. We have A and B and C. Which customer? Sorry, according to the single factor model I read, which customer from A or B or C should be given the highest priority?", "tokens": [440, 4274, 5763, 5523, 680, 1618, 13, 814, 434, 257, 2237, 5041, 311, 12259, 337, 3147, 13, 9886, 482, 257, 1594, 666, 1045, 4581, 13, 492, 362, 316, 293, 363, 293, 383, 13, 3013, 5474, 30, 4919, 11, 4650, 281, 264, 2167, 5952, 2316, 286, 1401, 11, 597, 5474, 490, 316, 420, 363, 420, 383, 820, 312, 2212, 264, 6343, 9365, 30], "avg_logprob": -0.3025793698098924, "compression_ratio": 1.4397905759162304, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1060.66, "end": 1060.96, "word": " The", "probability": 0.48486328125}, {"start": 1060.96, "end": 1061.4, "word": " average", "probability": 0.72314453125}, {"start": 1061.4, "end": 1061.82, "word": " sales", "probability": 0.9140625}, {"start": 1061.82, "end": 1062.24, "word": " volume", "probability": 0.61669921875}, {"start": 1062.24, "end": 1062.52, "word": " per", "probability": 0.95654296875}, {"start": 1062.52, "end": 1062.98, "word": " month.", "probability": 0.92431640625}, {"start": 1063.88, "end": 1064.12, "word": " They're", "probability": 0.46343994140625}, {"start": 1064.12, "end": 1064.6, "word": " a", "probability": 0.81005859375}, {"start": 1064.6, "end": 1065.12, "word": " company", "probability": 0.90966796875}, {"start": 1065.12, "end": 1066.06, "word": " Tom's", "probability": 0.51025390625}, {"start": 1066.06, "end": 1066.36, "word": " Cook", "probability": 0.4267578125}, {"start": 1066.36, "end": 1066.84, "word": " for", "probability": 0.521484375}, {"start": 1066.84, "end": 1067.36, "word": " travel.", "probability": 0.74267578125}, {"start": 1069.1, "end": 1069.78, "word": " Divide", "probability": 0.897216796875}, {"start": 1069.78, "end": 1070.12, "word": " a", "probability": 0.443115234375}, {"start": 1070.12, "end": 1070.86, "word": " group", "probability": 0.970703125}, {"start": 1070.86, "end": 1071.18, "word": " into", "probability": 0.8486328125}, {"start": 1071.18, "end": 1071.62, "word": " three", "probability": 0.89306640625}, {"start": 1071.62, "end": 1072.9, "word": " customers.", "probability": 0.857421875}, {"start": 1073.54, "end": 1073.8, "word": " We", "probability": 0.9423828125}, {"start": 1073.8, "end": 1074.14, "word": " have", "probability": 0.9501953125}, {"start": 1074.14, "end": 1074.5, "word": " A", "probability": 0.95703125}, {"start": 1074.5, "end": 1074.88, "word": " and", "probability": 0.7451171875}, {"start": 1074.88, "end": 1075.08, "word": " B", "probability": 0.99560546875}, {"start": 1075.08, "end": 1075.4, "word": " and", "probability": 0.93701171875}, {"start": 1075.4, "end": 1075.62, "word": " C.", "probability": 0.99853515625}, {"start": 1079.66, "end": 1080.2, "word": " Which", "probability": 0.415771484375}, {"start": 1080.2, "end": 1080.62, "word": " customer?", "probability": 0.68505859375}, {"start": 1080.62, "end": 1080.8, "word": " Sorry,", "probability": 0.33984375}, {"start": 1080.9, "end": 1081.4, "word": " according", "probability": 0.9296875}, {"start": 1081.4, "end": 1081.62, "word": " to", "probability": 0.96435546875}, {"start": 1081.62, "end": 1081.74, "word": " the", "probability": 0.89306640625}, {"start": 1081.74, "end": 1081.98, "word": " single", "probability": 0.81201171875}, {"start": 1081.98, "end": 1082.26, "word": " factor", "probability": 0.740234375}, {"start": 1082.26, "end": 1082.5, "word": " model", "probability": 0.89013671875}, {"start": 1082.5, "end": 1082.72, "word": " I", "probability": 0.1572265625}, {"start": 1082.72, "end": 1082.92, "word": " read,", "probability": 0.88525390625}, {"start": 1083.16, "end": 1083.98, "word": " which", "probability": 0.92724609375}, {"start": 1083.98, "end": 1084.5, "word": " customer", "probability": 0.78125}, {"start": 1084.5, "end": 1084.88, "word": " from", "probability": 0.869140625}, {"start": 1084.88, "end": 1085.36, "word": " A", "probability": 0.98974609375}, {"start": 1085.36, "end": 1085.64, "word": " or", "probability": 0.9091796875}, {"start": 1085.64, "end": 1085.96, "word": " B", "probability": 0.99853515625}, {"start": 1085.96, "end": 1086.24, "word": " or", "probability": 0.96240234375}, {"start": 1086.24, "end": 1086.56, "word": " C", "probability": 0.9990234375}, {"start": 1086.56, "end": 1087.24, "word": " should", "probability": 0.90478515625}, {"start": 1087.24, "end": 1087.44, "word": " be", "probability": 0.95654296875}, {"start": 1087.44, "end": 1087.7, "word": " given", "probability": 0.90380859375}, {"start": 1087.7, "end": 1087.9, "word": " the", "probability": 0.91796875}, {"start": 1087.9, "end": 1088.16, "word": " highest", "probability": 0.9599609375}, {"start": 1088.16, "end": 1088.6, "word": " priority?", "probability": 0.9541015625}], "temperature": 1.0}, {"id": 44, "seek": 111809, "start": 1092.3, "end": 1118.1, "text": " Which gain high profit or high revenue? So, the answer is going to be C. C. Yes, it won. Why? Because his total revenue is the highest one between A and B. Okay. That's it? Yes. Thank you very much. Big clap for him. 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Why we are naming it to be the traditional model? Because this model is very narrow and it is focusing or zooming on one variable or characteristics, which is the sales volume. I think Sam, she indicated at the very beginning of the class, what did she say? 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In other words, the size or the big volume isn't always equivalent to the profit or to the sales growth. 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which is called sales volume. We are talking about other things. We are talking about other things. As Arif said, in this model, imagine this is considered to be customer number C, this is customer number A and this is customer number B. According to the ideology of the single factor model, they will say customer number C is considered to be priority number one.", "tokens": [1177, 380, 2681, 264, 1349, 597, 307, 1219, 5763, 5523, 13, 492, 366, 1417, 466, 661, 721, 13, 492, 366, 1417, 466, 661, 721, 13, 1018, 1587, 351, 848, 11, 294, 341, 2316, 11, 3811, 341, 307, 4888, 281, 312, 5474, 1230, 383, 11, 341, 307, 5474, 1230, 316, 293, 341, 307, 5474, 1230, 363, 13, 7328, 281, 264, 23101, 295, 264, 2167, 5952, 2316, 11, 436, 486, 584, 5474, 1230, 383, 307, 4888, 281, 312, 9365, 1230, 472, 13], "avg_logprob": -0.2019675867057141, "compression_ratio": 1.9595959595959596, "no_speech_prob": 0.0, "words": [{"start": 1227.3200000000002, "end": 1227.94, "word": " doesn't", "probability": 0.6944580078125}, {"start": 1227.94, "end": 1228.34, "word": " equal", "probability": 0.88232421875}, {"start": 1228.34, "end": 1229.06, "word": " the", "probability": 0.8125}, {"start": 1229.06, "end": 1229.5, "word": " word", "probability": 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to", "probability": 0.943359375}, {"start": 1253.14, "end": 1253.36, "word": " be", "probability": 0.94775390625}, {"start": 1253.36, "end": 1254.0, "word": " priority", "probability": 0.94189453125}, {"start": 1254.0, "end": 1254.52, "word": " number", "probability": 0.9267578125}, {"start": 1254.52, "end": 1254.84, "word": " one.", "probability": 0.59716796875}], "temperature": 1.0}, {"id": 50, "seek": 128464, "start": 1256.02, "end": 1284.64, "text": " P it refers to priority. But number A is going to be priority number two and number B or the letter B it refers to priority number three. Simply why? Because this model is forgetting everything about the customer or the prospect and we are focusing on one thing which is exactly the sales volume which he is providing for us as a sales agent.", "tokens": [430, 309, 14942, 281, 9365, 13, 583, 1230, 316, 307, 516, 281, 312, 9365, 1230, 732, 293, 1230, 363, 420, 264, 5063, 363, 309, 14942, 281, 9365, 1230, 1045, 13, 19596, 983, 30, 1436, 341, 2316, 307, 25428, 1203, 466, 264, 5474, 420, 264, 15005, 293, 321, 366, 8416, 322, 472, 551, 597, 307, 2293, 264, 5763, 5523, 597, 415, 307, 6530, 337, 505, 382, 257, 5763, 9461, 13], "avg_logprob": -0.20078125170298985, "compression_ratio": 1.715, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1256.02, "end": 1256.42, "word": " P", "probability": 0.634765625}, {"start": 1256.42, "end": 1257.02, "word": " it", "probability": 0.32470703125}, {"start": 1257.02, "end": 1257.3, "word": " refers", "probability": 0.84716796875}, {"start": 1257.3, "end": 1257.64, "word": " to", "probability": 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Clear? But as we said, this isn't always reflecting the actual circumstances of the customer or the prospect.", "tokens": [759, 341, 307, 264, 10270, 11, 341, 1355, 5474, 1230, 383, 307, 4888, 281, 312, 264, 881, 8263, 472, 293, 264, 881, 1021, 472, 293, 820, 312, 2212, 2857, 565, 293, 2857, 4630, 322, 264, 2696, 295, 15005, 1230, 316, 293, 15005, 1230, 363, 13, 14993, 30, 583, 382, 321, 848, 11, 341, 1943, 380, 1009, 23543, 264, 3539, 9121, 295, 264, 5474, 420, 264, 15005, 13], "avg_logprob": -0.13809742318356738, "compression_ratio": 1.69, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1285.89, "end": 1286.19, "word": " If", "probability": 0.83349609375}, {"start": 1286.19, "end": 1286.43, "word": " this", "probability": 0.919921875}, {"start": 1286.43, "end": 1286.57, "word": " is", "probability": 0.9404296875}, {"start": 1286.57, "end": 1286.75, "word": " the", "probability": 0.8994140625}, {"start": 1286.75, "end": 1287.07, "word": " margin,", "probability": 0.91845703125}, 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Because we are talking about first long-term relationship with the customer, the quality or the nature of the items or the products which are purchased by this customer. All these things are marginalized or forgotten or are not considered by the first model. Therefore, the first model is considered to be imperfect with huge criticism were forwarded against it. Okay?", "tokens": [1545, 30, 1436, 321, 366, 1417, 466, 700, 938, 12, 7039, 2480, 365, 264, 5474, 11, 264, 3125, 420, 264, 3687, 295, 264, 4754, 420, 264, 3383, 597, 366, 14734, 538, 341, 5474, 13, 1057, 613, 721, 366, 32522, 420, 11832, 420, 366, 406, 4888, 538, 264, 700, 2316, 13, 7504, 11, 264, 700, 2316, 307, 4888, 281, 312, 26714, 365, 2603, 15835, 645, 2128, 292, 1970, 309, 13, 1033, 30], "avg_logprob": -0.20681423197189966, "compression_ratio": 1.626086956521739, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1313.21, "end": 1313.65, "word": " Why?", "probability": 0.70458984375}, {"start": 1314.35, "end": 1314.85, "word": " Because", "probability": 0.84375}, {"start": 1314.85, "end": 1314.99, "word": " we", "probability": 0.86376953125}, {"start": 1314.99, "end": 1315.11, "word": " are", "probability": 0.84814453125}, {"start": 1315.11, "end": 1315.39, "word": " talking", "probability": 0.8388671875}, {"start": 1315.39, "end": 1315.93, "word": " about", 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Now we'll talk about the portfolio model or the second model to give priorities to the customers. The portfolio model is designed to overcome the shortcomings of the first single factor model, that is it depends or it considers just the sales volume. 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We have multiple factors to determine which is our attractive customer and which is the least attractive, which is moderately attractive. Figure 3-2 straight one will know portfolio model. 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I mean the relationship between the company and the customer. If there is a good relation or if there is a bad relation, and the attitude of the customer towards our product, and the portion of his sales purchased from our products, margin of profit of our product. 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The core accounts are the most basic accounts according to this model. And we have high account opportunity. By this, we mean that he need or he will be in a bad need for our customers today or in the future. And in the competitive position, if it's strong, we have a high portion of his purchases. And we have a high profit margin from his purchases. Accounts are very attractive. 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The second category is growth accounts. 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We have a weak competitive position where he may have a bad attitude toward our products or may he not purchasing from us. So they are called growth accounts because we have high opportunity. They may have a high, they may have or they may need our products in the future. So they are called the growth accounts. In the future they may grow and they may need our products more. So accounts are potentially attractive, not completely attractive, may want to invest in heavily. 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We must here invest. The third category is drag accounts. 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He may have purchased from us, but it's not so high. We may not profit. He is not lucrative for us. And he have low opportunity. We may not have the product that can satisfy his needs. So he didn't need our products. Accounts are moderately attractive. And we should invest enough to maintain current position. 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Yes. We should maintain our status quo. After that, if we have exerted more effort or time or cost, we will be in loss. The fourth category is problem accounts. Problem accounts, they have bad signs from the two factors. 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There is consultative type and also there is transactional type and there is enterprise type. This model, do you think that it focuses on transactional or consultative or the last one is enterprise? Consultative. Why? 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Long relation. Yes, what else? We talk about relatively long relation.", "tokens": [2743, 570, 295, 437, 30, 8282, 9721, 13, 1079, 11, 437, 1646, 30, 492, 751, 466, 7226, 938, 9721, 13], "avg_logprob": -0.27604165531340097, "compression_ratio": 1.1481481481481481, "no_speech_prob": 0.0, "words": [{"start": 1647.42, "end": 1647.82, "word": " Also", "probability": 0.48486328125}, {"start": 1647.82, "end": 1648.18, "word": " because", "probability": 0.81884765625}, {"start": 1648.18, "end": 1648.36, "word": " of", "probability": 0.953125}, {"start": 1648.36, "end": 1648.64, "word": " what?", "probability": 0.85009765625}, {"start": 1649.16, "end": 1649.4, "word": " Long", "probability": 0.83740234375}, {"start": 1649.4, "end": 1649.82, "word": " relation.", "probability": 0.5634765625}, {"start": 1656.02, "end": 1656.84, "word": " Yes,", "probability": 0.328125}, {"start": 1662.12, "end": 1662.56, "word": " what", "probability": 0.9111328125}, {"start": 1662.56, "end": 1662.9, "word": " else?", "probability": 0.92822265625}, {"start": 1663.68, "end": 1663.84, "word": " We", "probability": 0.93603515625}, {"start": 1663.84, "end": 1664.02, "word": " talk", "probability": 0.66357421875}, {"start": 1664.02, "end": 1664.4, "word": " about", "probability": 0.9013671875}, {"start": 1664.4, "end": 1665.04, "word": " relatively", "probability": 0.8193359375}, {"start": 1665.04, "end": 1666.5, "word": " long", "probability": 0.86376953125}, {"start": 1666.5, "end": 1666.98, "word": " relation.", "probability": 0.884765625}], "temperature": 1.0}, {"id": 69, "seek": 170019, "start": 1672.13, "end": 1700.19, "text": " Also, we talk about somewhat high investment. Here we have invest heavily, and here we will invest, and here we will invest, but here we will not invest. So there is high investment from both parties, the customer and the supplier, so that it's relatively consultative type. Thank you. Thank you very much for sitting. Now, if you are going to rank him according to priority or according to the importance, how are you going to rank him?", "tokens": [2743, 11, 321, 751, 466, 8344, 1090, 6078, 13, 1692, 321, 362, 1963, 10950, 11, 293, 510, 321, 486, 1963, 11, 293, 510, 321, 486, 1963, 11, 457, 510, 321, 486, 406, 1963, 13, 407, 456, 307, 1090, 6078, 490, 1293, 8265, 11, 264, 5474, 293, 264, 31909, 11, 370, 300, 309, 311, 7226, 7189, 1166, 2010, 13, 1044, 291, 13, 1044, 291, 588, 709, 337, 3798, 13, 823, 11, 498, 291, 366, 516, 281, 6181, 796, 4650, 281, 9365, 420, 4650, 281, 264, 7379, 11, 577, 366, 291, 516, 281, 6181, 796, 30], "avg_logprob": -0.22253288940379495, "compression_ratio": 1.8559322033898304, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1672.13, "end": 1672.57, "word": " Also,", "probability": 0.833984375}, {"start": 1672.67, "end": 1673.09, "word": " we", "probability": 0.90283203125}, {"start": 1673.09, "end": 1673.33, "word": " talk", "probability": 0.7294921875}, 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Would you mind to clean the board? And try to number them. One is the most important, four is the least important. Yes. This one is going to be intended for number one. Core accounts will have priority number one, and growth accounts will have priority number two, drag accounts will have priority number three, and this is four. Invest enough to maintain current customers, but there we will invest more.", "tokens": [639, 307, 264, 9365, 1230, 472, 13, 6068, 291, 1575, 281, 2541, 264, 3150, 30, 400, 853, 281, 1230, 552, 13, 1485, 307, 264, 881, 1021, 11, 1451, 307, 264, 1935, 1021, 13, 1079, 13, 639, 472, 307, 516, 281, 312, 10226, 337, 1230, 472, 13, 14798, 9402, 486, 362, 9365, 1230, 472, 11, 293, 4599, 9402, 486, 362, 9365, 1230, 732, 11, 5286, 9402, 486, 362, 9365, 1230, 1045, 11, 293, 341, 307, 1451, 13, 14008, 1547, 281, 6909, 2190, 4581, 11, 457, 456, 321, 486, 1963, 544, 13], "avg_logprob": -0.21892170820917403, "compression_ratio": 1.9598214285714286, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1700.86, "end": 1701.16, "word": " This", "probability": 0.5576171875}, {"start": 1701.16, "end": 1701.28, "word": " is", "probability": 0.92578125}, {"start": 1701.28, "end": 1701.36, "word": " the", "probability": 0.31396484375}, {"start": 1701.36, "end": 1701.58, "word": " priority", 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We are discussing and thinking in a very loud voice. In number two, we are talking about a very high level of risk, a very high level of probability. But in number three, we do not have such risk. We do not have such wide range of probability. 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Other points? Thanks. I appreciate your time. Time to remember. Once again, before two weeks or three weeks, we were talking about what is the biggest resource by which we can ensure a sales agency growth or a sales agency profitability. We said maintaining our current customers. 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It might be very risky. And later on, we might not invest at all. But here, we are playing on the playground which is familiar to us. Therefore, we will continue working as we used to work in the past. 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"text": " Are you convinced now Haneen? Yes. Any question, any comments about this? This is important, very important. Gone. Now we are going to go to the second model which is called decision.", "tokens": [2014, 291, 12561, 586, 389, 1929, 268, 30, 1079, 13, 2639, 1168, 11, 604, 3053, 466, 341, 30, 639, 307, 1021, 11, 588, 1021, 13, 39068, 13, 823, 321, 366, 516, 281, 352, 281, 264, 1150, 2316, 597, 307, 1219, 3537, 13], "avg_logprob": -0.3028706339902656, "compression_ratio": 1.3049645390070923, "no_speech_prob": 0.0, "words": [{"start": 1895.31, "end": 1895.51, "word": " Are", "probability": 0.70068359375}, {"start": 1895.51, "end": 1895.63, "word": " you", "probability": 0.96484375}, {"start": 1895.63, "end": 1895.95, "word": " convinced", "probability": 0.91015625}, {"start": 1895.95, "end": 1896.11, "word": " now", "probability": 0.8642578125}, {"start": 1896.11, "end": 1896.43, "word": " Haneen?", "probability": 0.6894124348958334}, {"start": 1896.73, "end": 1896.99, "word": " Yes.", "probability": 0.63134765625}, {"start": 1898.53, "end": 1898.71, "word": " Any", "probability": 0.6396484375}, {"start": 1898.71, "end": 1899.07, "word": " question,", "probability": 0.45458984375}, {"start": 1899.21, "end": 1899.29, "word": " any", "probability": 0.8974609375}, {"start": 1899.29, "end": 1899.55, "word": " comments", "probability": 0.62939453125}, {"start": 1899.55, "end": 1899.81, "word": " about", "probability": 0.87353515625}, {"start": 1899.81, "end": 1900.07, "word": " this?", "probability": 0.931640625}, {"start": 1900.71, "end": 1901.23, "word": " This", "probability": 0.63623046875}, {"start": 1901.23, "end": 1901.43, "word": " is", "probability": 0.94775390625}, {"start": 1901.43, "end": 1901.97, "word": " important,", "probability": 0.837890625}, {"start": 1902.85, "end": 1903.23, "word": " very", "probability": 0.85400390625}, {"start": 1903.23, "end": 1903.77, "word": " important.", "probability": 0.8798828125}, {"start": 1905.17, "end": 1905.57, "word": " Gone.", "probability": 0.6484375}, {"start": 1906.93, "end": 1907.25, "word": " Now", "probability": 0.94921875}, {"start": 1907.25, "end": 1907.43, "word": " we", "probability": 0.7822265625}, {"start": 1907.43, "end": 1907.55, "word": " are", "probability": 0.89794921875}, {"start": 1907.55, "end": 1907.73, "word": " going", "probability": 0.947265625}, {"start": 1907.73, "end": 1907.89, "word": " to", "probability": 0.9658203125}, {"start": 1907.89, "end": 1908.03, "word": " go", "probability": 0.88134765625}, {"start": 1908.03, "end": 1908.15, "word": " to", "probability": 0.9365234375}, {"start": 1908.15, "end": 1908.31, "word": " the", "probability": 0.9091796875}, {"start": 1908.31, "end": 1908.55, "word": " second", "probability": 0.890625}, {"start": 1908.55, "end": 1908.79, "word": " model", "probability": 0.68896484375}, {"start": 1908.79, "end": 1908.95, "word": " which", "probability": 0.74365234375}, {"start": 1908.95, "end": 1909.07, "word": " is", "probability": 0.94921875}, {"start": 1909.07, "end": 1909.49, "word": " called", "probability": 0.8759765625}, {"start": 1909.49, "end": 1910.43, "word": " decision.", "probability": 0.54052734375}], "temperature": 1.0}, {"id": 78, "seek": 193756, "start": 1911.4, "end": 1937.56, "text": " I am Emanek Hel, studied business administration at level three. I will talk about decision model. Decision model applied to overcome some shortcomings happened in the previous model. So we discussed the shortcomings. We have two shortcomings. 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This is a chart discussed the relation between number of sales call per quarters and the dollar sale per quarter. 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One call, for example, for the customer will not provide us with this volume. Yes, exactly.", "tokens": [1171, 1365, 11, 562, 321, 652, 264, 700, 5763, 818, 337, 264, 472, 5474, 11, 321, 500, 380, 915, 544, 4134, 295, 264, 5474, 382, 510, 13, 1485, 818, 11, 337, 1365, 11, 337, 264, 5474, 486, 406, 2893, 505, 365, 341, 5523, 13, 1079, 11, 2293, 13], "avg_logprob": -0.2788584183673469, "compression_ratio": 1.4965034965034965, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 2014.53, "end": 2014.75, "word": " For", "probability": 0.611328125}, {"start": 2014.75, "end": 2015.11, "word": " example,", "probability": 0.97265625}, {"start": 2015.31, "end": 2015.37, "word": " when", "probability": 0.91552734375}, {"start": 2015.37, "end": 2015.53, "word": " we", "probability": 0.9560546875}, {"start": 2015.53, "end": 2018.15, "word": " make", "probability": 0.7158203125}, {"start": 2018.15, "end": 2018.33, "word": " the", "probability": 0.88818359375}, {"start": 2018.33, "end": 2018.65, "word": " first", "probability": 0.8798828125}, {"start": 2018.65, "end": 2019.63, "word": " sales", "probability": 0.84912109375}, {"start": 2019.63, "end": 2019.93, "word": " call", "probability": 0.88232421875}, {"start": 2019.93, "end": 2020.17, "word": " for", "probability": 0.83056640625}, {"start": 2020.17, "end": 2020.31, "word": " the", "probability": 0.51953125}, {"start": 2020.31, "end": 2020.47, "word": " one", "probability": 0.93212890625}, {"start": 2020.47, "end": 2020.89, "word": " customer,", "probability": 0.7841796875}, {"start": 2021.45, "end": 2021.57, "word": " we", "probability": 0.92333984375}, {"start": 2021.57, "end": 2022.39, "word": " don't", "probability": 0.9375}, {"start": 2022.39, "end": 2022.71, "word": " find", "probability": 0.64697265625}, {"start": 2022.71, "end": 2023.59, "word": " more", "probability": 0.5986328125}, {"start": 2023.59, "end": 2024.97, "word": " response", "probability": 0.8818359375}, {"start": 2024.97, "end": 2025.23, "word": " of", "probability": 0.708984375}, {"start": 2025.23, "end": 2025.45, "word": " the", "probability": 0.90234375}, {"start": 2025.45, "end": 2025.95, "word": " customer", "probability": 0.712890625}, {"start": 2025.95, "end": 2026.73, "word": " as", "probability": 0.5859375}, {"start": 2026.73, "end": 2027.05, "word": " here.", "probability": 0.814453125}, {"start": 2028.49, "end": 2028.69, "word": " One", "probability": 0.78857421875}, {"start": 2028.69, "end": 2028.97, "word": " call,", "probability": 0.89306640625}, {"start": 2029.09, "end": 2029.11, "word": " for", "probability": 0.95458984375}, {"start": 2029.11, "end": 2030.67, "word": " example,", "probability": 0.9755859375}, {"start": 2030.79, "end": 2030.95, "word": " for", "probability": 0.68798828125}, {"start": 2030.95, "end": 2031.13, "word": " the", "probability": 0.90869140625}, {"start": 2031.13, "end": 2031.53, "word": " customer", "probability": 0.779296875}, {"start": 2031.53, "end": 2032.17, "word": " will", "probability": 0.7421875}, {"start": 2032.17, "end": 2032.67, "word": " not", "probability": 0.74755859375}, {"start": 2032.67, "end": 2033.55, "word": " provide", "probability": 0.54248046875}, {"start": 2033.55, "end": 2033.87, "word": " us", "probability": 0.8935546875}, {"start": 2033.87, "end": 2034.15, "word": " with", "probability": 0.82080078125}, {"start": 2034.15, "end": 2034.47, "word": " this", "probability": 0.83447265625}, {"start": 2034.47, "end": 2035.21, "word": " volume.", "probability": 0.54345703125}, {"start": 2036.15, "end": 2036.79, "word": " Yes,", "probability": 0.8037109375}, {"start": 2036.89, "end": 2037.05, "word": " exactly.", "probability": 0.8837890625}], "temperature": 1.0}, {"id": 84, "seek": 205759, "start": 2037.47, "end": 2057.59, "text": " We don't find much response of the customer. So we make another call for the customer. Here we will face the little increase of the response of the customer. And the third, we will call from three to four calling.", "tokens": [492, 500, 380, 915, 709, 4134, 295, 264, 5474, 13, 407, 321, 652, 1071, 818, 337, 264, 5474, 13, 1692, 321, 486, 1851, 264, 707, 3488, 295, 264, 4134, 295, 264, 5474, 13, 400, 264, 2636, 11, 321, 486, 818, 490, 1045, 281, 1451, 5141, 13], "avg_logprob": -0.3392619592078189, "compression_ratio": 1.646153846153846, "no_speech_prob": 3.337860107421875e-06, "words": [{"start": 2037.47, "end": 2037.85, "word": " We", "probability": 0.442138671875}, {"start": 2037.85, "end": 2038.25, "word": " don't", "probability": 0.6986083984375}, {"start": 2038.25, "end": 2038.59, "word": " find", "probability": 0.69775390625}, {"start": 2038.59, "end": 2038.95, "word": " much", "probability": 0.82373046875}, {"start": 2038.95, "end": 2039.37, "word": " response", "probability": 0.9462890625}, {"start": 2039.37, "end": 2039.59, "word": " of", "probability": 0.51806640625}, {"start": 2039.59, "end": 2039.89, "word": " the", "probability": 0.89990234375}, {"start": 2039.89, "end": 2041.79, "word": " customer.", "probability": 0.466064453125}, {"start": 2043.19, "end": 2043.85, "word": " So", "probability": 0.70166015625}, {"start": 2043.85, "end": 2044.09, "word": " we", "probability": 0.69091796875}, {"start": 2044.09, "end": 2044.31, "word": " make", "probability": 0.8603515625}, {"start": 2044.31, "end": 2044.79, "word": " another", "probability": 0.8818359375}, {"start": 2044.79, "end": 2045.99, "word": " call", "probability": 0.88671875}, {"start": 2045.99, "end": 2046.37, "word": " for", "probability": 0.59912109375}, {"start": 2046.37, "end": 2046.53, "word": " the", "probability": 0.90087890625}, {"start": 2046.53, "end": 2046.81, "word": " customer.", "probability": 0.75390625}, {"start": 2047.01, "end": 2047.15, "word": " Here", "probability": 0.53125}, {"start": 2047.15, "end": 2047.33, "word": " we", "probability": 0.7451171875}, {"start": 2047.33, "end": 2047.59, "word": " will", "probability": 0.58447265625}, {"start": 2047.59, "end": 2047.91, "word": " face", "probability": 0.87646484375}, {"start": 2047.91, "end": 2048.15, "word": " the", "probability": 0.7294921875}, {"start": 2048.15, "end": 2048.45, "word": " little", "probability": 0.84130859375}, {"start": 2048.45, "end": 2048.89, "word": " increase", "probability": 0.828125}, {"start": 2048.89, "end": 2049.11, "word": " of", "probability": 0.8369140625}, {"start": 2049.11, "end": 2049.29, "word": " the", "probability": 0.759765625}, {"start": 2049.29, "end": 2049.65, "word": " response", "probability": 0.943359375}, {"start": 2049.65, "end": 2049.81, "word": " of", "probability": 0.9521484375}, {"start": 2049.81, "end": 2049.93, "word": " the", "probability": 0.912109375}, {"start": 2049.93, "end": 2050.33, "word": " customer.", "probability": 0.763671875}, {"start": 2050.97, "end": 2050.97, "word": " And", "probability": 0.82568359375}, {"start": 2050.97, "end": 2051.19, "word": " the", "probability": 0.47509765625}, {"start": 2051.19, "end": 2051.65, "word": " third,", "probability": 0.88916015625}, {"start": 2051.81, "end": 2051.93, "word": " we", "probability": 0.71923828125}, {"start": 2051.93, "end": 2052.33, "word": " will", "probability": 0.84033203125}, {"start": 2052.33, "end": 2054.61, "word": " call", "probability": 0.427978515625}, {"start": 2054.61, "end": 2055.91, "word": " from", "probability": 0.833984375}, {"start": 2055.91, "end": 2056.59, "word": " three", "probability": 0.76025390625}, {"start": 2056.59, "end": 2056.79, "word": " to", "probability": 0.9658203125}, {"start": 2056.79, "end": 2057.15, "word": " four", "probability": 0.939453125}, {"start": 2057.15, "end": 2057.59, "word": " calling.", "probability": 0.36376953125}], "temperature": 1.0}, {"id": 85, "seek": 207619, "start": 2059.15, "end": 2076.19, "text": " we arrive to the peak of the response of the customer. So the sales will increase and the profit will increase, but after the time we will face that customer, we arrive to flatter response of the customer.", "tokens": [321, 8881, 281, 264, 10651, 295, 264, 4134, 295, 264, 5474, 13, 407, 264, 5763, 486, 3488, 293, 264, 7475, 486, 3488, 11, 457, 934, 264, 565, 321, 486, 1851, 300, 5474, 11, 321, 8881, 281, 41247, 4134, 295, 264, 5474, 13], "avg_logprob": -0.2714389659637629, "compression_ratio": 1.7457627118644068, "no_speech_prob": 1.6093254089355469e-06, "words": [{"start": 2059.15, "end": 2059.53, "word": " we", "probability": 0.43310546875}, {"start": 2059.53, "end": 2059.91, "word": " arrive", "probability": 0.498291015625}, {"start": 2059.91, "end": 2060.07, "word": " to", "probability": 0.900390625}, {"start": 2060.07, "end": 2060.21, "word": " the", "probability": 0.90234375}, {"start": 2060.21, "end": 2060.41, "word": " peak", "probability": 0.947265625}, {"start": 2060.41, "end": 2060.67, "word": " of", "probability": 0.96142578125}, {"start": 2060.67, "end": 2060.85, "word": " the", "probability": 0.86572265625}, {"start": 2060.85, "end": 2061.23, "word": " response", "probability": 0.9013671875}, {"start": 2061.23, "end": 2061.43, "word": " of", "probability": 0.9580078125}, {"start": 2061.43, "end": 2061.55, "word": " the", "probability": 0.912109375}, {"start": 2061.55, "end": 2063.45, "word": " customer.", "probability": 0.6689453125}, {"start": 2063.77, "end": 2063.77, "word": " So", "probability": 0.560546875}, {"start": 2063.77, "end": 2064.07, "word": " the", "probability": 0.765625}, {"start": 2064.07, "end": 2066.21, "word": " sales", "probability": 0.8115234375}, {"start": 2066.21, "end": 2067.07, "word": " will", "probability": 0.82177734375}, {"start": 2067.07, "end": 2067.49, "word": " increase", "probability": 0.86181640625}, {"start": 2067.49, "end": 2067.71, "word": " and", "probability": 0.84326171875}, {"start": 2067.71, "end": 2067.87, "word": " the", "probability": 0.8720703125}, {"start": 2067.87, "end": 2068.09, "word": " profit", "probability": 0.828125}, {"start": 2068.09, "end": 2068.29, "word": " will", "probability": 0.8779296875}, {"start": 2068.29, "end": 2068.79, "word": " increase,", "probability": 0.8603515625}, {"start": 2069.27, "end": 2069.33, "word": " but", "probability": 0.92138671875}, {"start": 2069.33, "end": 2070.71, "word": " after", "probability": 0.8076171875}, {"start": 2070.71, "end": 2070.99, "word": " the", "probability": 0.79248046875}, {"start": 2070.99, "end": 2071.31, "word": " time", "probability": 0.8974609375}, {"start": 2071.31, "end": 2071.53, "word": " we", "probability": 0.625}, {"start": 2071.53, "end": 2071.73, "word": " will", "probability": 0.82861328125}, {"start": 2071.73, "end": 2072.01, "word": " face", "probability": 0.85498046875}, {"start": 2072.01, "end": 2072.25, "word": " that", "probability": 0.83154296875}, {"start": 2072.25, "end": 2072.67, "word": " customer,", "probability": 0.71044921875}, {"start": 2073.33, "end": 2073.43, "word": " we", "probability": 0.88232421875}, {"start": 2073.43, "end": 2074.09, "word": " arrive", "probability": 0.63916015625}, {"start": 2074.09, "end": 2074.31, "word": " to", "probability": 0.9638671875}, {"start": 2074.31, "end": 2074.75, "word": " flatter", "probability": 0.82373046875}, {"start": 2074.75, "end": 2075.49, "word": " response", "probability": 0.6875}, {"start": 2075.49, "end": 2075.73, "word": " of", "probability": 0.95947265625}, {"start": 2075.73, "end": 2075.85, "word": " the", "probability": 0.90283203125}, {"start": 2075.85, "end": 2076.19, "word": " customer.", "probability": 0.75634765625}], "temperature": 1.0}, {"id": 86, "seek": 209504, "start": 2076.96, "end": 2095.04, "text": " Because he poured of the or shift to the another brand or another company he face may offer in the market. So we will don't respond to the thesis company and we will and it may be decreased or it's decreased.", "tokens": [1436, 415, 23270, 295, 264, 420, 5513, 281, 264, 1071, 3360, 420, 1071, 2237, 415, 1851, 815, 2626, 294, 264, 2142, 13, 407, 321, 486, 500, 380, 4196, 281, 264, 22288, 2237, 293, 321, 486, 293, 309, 815, 312, 24436, 420, 309, 311, 24436, 13], "avg_logprob": -0.29059102029904077, "compression_ratio": 1.548148148148148, "no_speech_prob": 2.086162567138672e-06, "words": [{"start": 2076.96, "end": 2077.48, "word": " Because", "probability": 0.499267578125}, {"start": 2077.48, "end": 2077.74, "word": " he", "probability": 0.83837890625}, {"start": 2077.74, "end": 2078.18, "word": " poured", "probability": 0.385009765625}, {"start": 2078.18, "end": 2078.4, "word": " of", "probability": 0.7373046875}, {"start": 2078.4, "end": 2078.62, "word": " the", "probability": 0.64453125}, {"start": 2078.62, "end": 2079.86, "word": " or", "probability": 0.230224609375}, {"start": 2079.86, "end": 2081.08, "word": " shift", "probability": 0.82763671875}, {"start": 2081.08, "end": 2081.34, "word": " to", "probability": 0.9677734375}, {"start": 2081.34, "end": 2081.44, "word": " the", "probability": 0.505859375}, {"start": 2081.44, "end": 2081.8, "word": " another", "probability": 0.9150390625}, {"start": 2081.8, "end": 2082.56, "word": " brand", "probability": 0.841796875}, {"start": 2082.56, "end": 2082.78, "word": " or", "probability": 0.91845703125}, {"start": 2082.78, "end": 2083.12, "word": " another", "probability": 0.90478515625}, {"start": 2083.12, "end": 2083.62, "word": " company", "probability": 0.927734375}, {"start": 2083.62, "end": 2084.04, "word": " he", "probability": 0.46337890625}, {"start": 2084.04, "end": 2084.28, "word": " face", "probability": 0.2305908203125}, {"start": 2084.28, "end": 2084.62, "word": " may", "probability": 0.61669921875}, {"start": 2084.62, "end": 2085.08, "word": " offer", "probability": 0.93798828125}, {"start": 2085.08, "end": 2085.34, "word": " in", "probability": 0.9267578125}, {"start": 2085.34, "end": 2085.48, "word": " the", "probability": 0.9189453125}, {"start": 2085.48, "end": 2085.84, "word": " market.", "probability": 0.8974609375}, {"start": 2086.2, "end": 2086.36, "word": " So", "probability": 0.93701171875}, {"start": 2086.36, "end": 2086.6, "word": " we", "probability": 0.78955078125}, {"start": 2086.6, "end": 2086.94, "word": " will", "probability": 0.87548828125}, {"start": 2086.94, "end": 2087.92, "word": " don't", "probability": 0.8994140625}, {"start": 2087.92, "end": 2088.32, "word": " respond", "probability": 0.8427734375}, {"start": 2088.32, "end": 2088.56, "word": " to", "probability": 0.966796875}, {"start": 2088.56, "end": 2088.86, "word": " the", "probability": 0.90185546875}, {"start": 2088.86, "end": 2089.22, "word": " thesis", "probability": 0.70654296875}, {"start": 2089.22, "end": 2089.72, "word": " company", "probability": 0.916015625}, {"start": 2089.72, "end": 2090.46, "word": " and", "probability": 0.76220703125}, {"start": 2090.46, "end": 2090.62, "word": " we", "probability": 0.7548828125}, {"start": 2090.62, "end": 2090.94, "word": " will", "probability": 0.88623046875}, {"start": 2090.94, "end": 2091.52, "word": " and", "probability": 0.52294921875}, {"start": 2091.52, "end": 2092.64, "word": " it", "probability": 0.9384765625}, {"start": 2092.64, "end": 2092.98, "word": " may", "probability": 0.8642578125}, {"start": 2092.98, "end": 2093.18, "word": " be", "probability": 0.88720703125}, {"start": 2093.18, "end": 2093.72, "word": " decreased", "probability": 0.78125}, {"start": 2093.72, "end": 2094.02, "word": " or", "probability": 0.90625}, {"start": 2094.02, "end": 2094.5, "word": " it's", "probability": 0.84814453125}, {"start": 2094.5, "end": 2095.04, "word": " decreased.", "probability": 0.931640625}], "temperature": 1.0}, {"id": 87, "seek": 211542, "start": 2095.72, "end": 2115.42, "text": " after the period of time. In these cases we must, we should found another customer or attracting a new customer and make the process at the first one calling and two calling to generate more response of the customer and more profit.", "tokens": [934, 264, 2896, 295, 565, 13, 682, 613, 3331, 321, 1633, 11, 321, 820, 1352, 1071, 5474, 420, 36594, 257, 777, 5474, 293, 652, 264, 1399, 412, 264, 700, 472, 5141, 293, 732, 5141, 281, 8460, 544, 4134, 295, 264, 5474, 293, 544, 7475, 13], "avg_logprob": -0.2588315081337224, "compression_ratio": 1.6180555555555556, "no_speech_prob": 7.748603820800781e-07, "words": [{"start": 2095.72, "end": 2096.06, "word": " after", "probability": 0.232177734375}, {"start": 2096.06, "end": 2096.24, "word": " the", "probability": 0.8125}, {"start": 2096.24, "end": 2096.44, "word": " period", "probability": 0.9697265625}, {"start": 2096.44, "end": 2096.6, "word": " of", "probability": 0.96826171875}, {"start": 2096.6, "end": 2096.86, "word": " time.", "probability": 0.892578125}, {"start": 2097.18, "end": 2097.28, "word": " In", "probability": 0.923828125}, {"start": 2097.28, "end": 2097.46, "word": " these", "probability": 0.74462890625}, {"start": 2097.46, "end": 2097.8, "word": " cases", "probability": 0.921875}, {"start": 2097.8, "end": 2098.06, "word": " we", "probability": 0.50146484375}, {"start": 2098.06, "end": 2098.44, "word": " must,", "probability": 0.59765625}, {"start": 2099.02, "end": 2099.92, "word": " we", "probability": 0.88427734375}, {"start": 2099.92, "end": 2100.14, "word": " should", "probability": 0.95751953125}, {"start": 2100.14, "end": 2100.44, "word": " found", "probability": 0.467041015625}, {"start": 2100.44, "end": 2103.24, "word": " another", "probability": 0.71923828125}, {"start": 2103.24, "end": 2103.74, "word": " customer", "probability": 0.798828125}, {"start": 2103.74, "end": 2104.06, "word": " or", "probability": 0.87548828125}, {"start": 2104.06, "end": 2104.5, "word": " attracting", "probability": 0.79541015625}, {"start": 2104.5, "end": 2104.7, "word": " a", "probability": 0.8779296875}, {"start": 2104.7, "end": 2104.82, "word": " new", "probability": 0.90478515625}, {"start": 2104.82, "end": 2105.22, "word": " customer", "probability": 0.77294921875}, {"start": 2105.22, "end": 2105.72, "word": " and", "probability": 0.8681640625}, {"start": 2105.72, "end": 2106.02, "word": " make", "probability": 0.9306640625}, {"start": 2106.02, "end": 2106.44, "word": " the", "probability": 0.9208984375}, {"start": 2106.44, "end": 2107.32, "word": " process", "probability": 0.884765625}, {"start": 2107.32, "end": 2107.66, "word": " at", "probability": 0.38037109375}, {"start": 2107.66, "end": 2107.98, "word": " the", "probability": 0.68359375}, {"start": 2107.98, "end": 2108.24, "word": " first", "probability": 0.884765625}, {"start": 2108.24, "end": 2108.5, "word": " one", "probability": 0.71630859375}, {"start": 2108.5, "end": 2108.88, "word": " calling", "probability": 0.8310546875}, {"start": 2108.88, "end": 2109.1, "word": " and", "probability": 0.9072265625}, {"start": 2109.1, "end": 2109.24, "word": " two", "probability": 0.90576171875}, {"start": 2109.24, "end": 2109.58, "word": " calling", "probability": 0.8349609375}, {"start": 2109.58, "end": 2110.12, "word": " to", "probability": 0.943359375}, {"start": 2110.12, "end": 2112.32, "word": " generate", "probability": 0.73193359375}, {"start": 2112.32, "end": 2112.88, "word": " more", "probability": 0.9365234375}, {"start": 2112.88, "end": 2113.78, "word": " response", "probability": 0.9375}, {"start": 2113.78, "end": 2113.94, "word": " of", "probability": 0.9365234375}, {"start": 2113.94, "end": 2114.04, "word": " the", "probability": 0.90869140625}, {"start": 2114.04, "end": 2114.38, "word": " customer", "probability": 0.75634765625}, {"start": 2114.38, "end": 2114.88, "word": " and", "probability": 0.921875}, {"start": 2114.88, "end": 2115.08, "word": " more", "probability": 0.9365234375}, {"start": 2115.08, "end": 2115.42, "word": " profit.", "probability": 0.9052734375}], "temperature": 1.0}, {"id": 88, "seek": 214773, "start": 2120.93, "end": 2147.73, "text": " Let's try to return back to the shortcomings or limitations of the portfolio model. In portfolio model, imagine we are going to talk about two customers here or three or four. Let's ask ourselves this simple question. Do you think is it enough to distinguish among these three customers according to their level of attractiveness? It isn't enough.", "tokens": [961, 311, 853, 281, 2736, 646, 281, 264, 2099, 49886, 420, 15705, 295, 264, 12583, 2316, 13, 682, 12583, 2316, 11, 3811, 321, 366, 516, 281, 751, 466, 732, 4581, 510, 420, 1045, 420, 1451, 13, 961, 311, 1029, 4175, 341, 2199, 1168, 13, 1144, 291, 519, 307, 309, 1547, 281, 20206, 3654, 613, 1045, 4581, 4650, 281, 641, 1496, 295, 5049, 8477, 30, 467, 1943, 380, 1547, 13], "avg_logprob": -0.1517857074737549, "compression_ratio": 1.6036866359447004, "no_speech_prob": 0.0, "words": [{"start": 2120.93, "end": 2121.17, "word": " Let's", "probability": 0.786376953125}, {"start": 2121.17, "end": 2121.35, "word": " try", "probability": 0.429931640625}, {"start": 2121.35, "end": 2121.51, "word": " to", "probability": 0.95068359375}, {"start": 2121.51, "end": 2121.75, "word": " return", "probability": 0.86767578125}, {"start": 2121.75, "end": 2122.09, "word": " back", "probability": 0.74755859375}, {"start": 2122.09, "end": 2122.31, "word": " to", "probability": 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"probability": 0.88623046875}, {"start": 2128.93, "end": 2129.11, "word": " we", "probability": 0.9052734375}, {"start": 2129.11, "end": 2129.23, "word": " are", "probability": 0.85009765625}, {"start": 2129.23, "end": 2129.41, "word": " going", "probability": 0.9296875}, {"start": 2129.41, "end": 2129.57, "word": " to", "probability": 0.9736328125}, {"start": 2129.57, "end": 2129.77, "word": " talk", "probability": 0.8974609375}, {"start": 2129.77, "end": 2130.05, "word": " about", "probability": 0.89990234375}, {"start": 2130.05, "end": 2130.27, "word": " two", "probability": 0.77197265625}, {"start": 2130.27, "end": 2130.79, "word": " customers", "probability": 0.84521484375}, {"start": 2130.79, "end": 2131.05, "word": " here", "probability": 0.8232421875}, {"start": 2131.05, "end": 2132.09, "word": " or", "probability": 0.47705078125}, {"start": 2132.09, "end": 2132.45, "word": " three", "probability": 0.91748046875}, {"start": 2132.45, "end": 2132.69, "word": " or", "probability": 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0.9716796875}, {"start": 2145.53, "end": 2146.15, "word": " attractiveness?", "probability": 0.89990234375}, {"start": 2146.57, "end": 2147.19, "word": " It", "probability": 0.86181640625}, {"start": 2147.19, "end": 2147.43, "word": " isn't", "probability": 0.92431640625}, {"start": 2147.43, "end": 2147.73, "word": " enough.", "probability": 0.86865234375}], "temperature": 1.0}, {"id": 89, "seek": 217555, "start": 2148.93, "end": 2175.55, "text": " Why? Because we are talking about a customer. This customer is a person, a human being. He is influenced by various or by more than one factor, by more than one characteristics, by more than one issue. He is a human being, he is thinking, he is having feelings, he is having emotions and so on. Because of this, we cannot classify persons according to these four quadrants.", "tokens": [1545, 30, 1436, 321, 366, 1417, 466, 257, 5474, 13, 639, 5474, 307, 257, 954, 11, 257, 1952, 885, 13, 634, 307, 15269, 538, 3683, 420, 538, 544, 813, 472, 5952, 11, 538, 544, 813, 472, 10891, 11, 538, 544, 813, 472, 2734, 13, 634, 307, 257, 1952, 885, 11, 415, 307, 1953, 11, 415, 307, 1419, 6640, 11, 415, 307, 1419, 8462, 293, 370, 322, 13, 1436, 295, 341, 11, 321, 2644, 33872, 14453, 4650, 281, 613, 1451, 10787, 10968, 13], "avg_logprob": -0.13676581899803805, "compression_ratio": 1.7725118483412323, "no_speech_prob": 0.0, "words": [{"start": 2148.93, "end": 2149.41, "word": " Why?", "probability": 0.6962890625}, {"start": 2149.85, "end": 2150.15, "word": " Because", "probability": 0.857421875}, {"start": 2150.15, "end": 2150.29, "word": " we", "probability": 0.9228515625}, {"start": 2150.29, "end": 2150.39, "word": " are", "probability": 0.880859375}, {"start": 2150.39, "end": 2150.67, "word": 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But what about the other factors of this person? Are these discussed by portfolio model? No, they are not discussed. A second thing, process doesn't arrive at the optimal location of the sales call. What does it mean optimal?", "tokens": [682, 1184, 46856, 11, 321, 2644, 33872, 264, 954, 4650, 281, 472, 5952, 11, 570, 510, 321, 366, 1417, 466, 472, 5952, 13, 583, 437, 466, 264, 661, 6771, 295, 341, 954, 30, 2014, 613, 7152, 538, 12583, 2316, 30, 883, 11, 436, 366, 406, 7152, 13, 316, 1150, 551, 11, 1399, 1177, 380, 8881, 412, 264, 16252, 4914, 295, 264, 5763, 818, 13, 708, 775, 309, 914, 16252, 30], "avg_logprob": -0.21170774396036712, "compression_ratio": 1.5825688073394495, "no_speech_prob": 0.0, "words": [{"start": 2177.13, "end": 2177.39, "word": " In", "probability": 0.79345703125}, {"start": 2177.39, "end": 2177.69, "word": " each", "probability": 0.93603515625}, {"start": 2177.69, "end": 2178.15, "word": " quadrant,", "probability": 0.97216796875}, {"start": 2178.67, "end": 2178.85, "word": " we", "probability": 0.93701171875}, {"start": 2178.85, "end": 2179.23, "word": " cannot", "probability": 0.779296875}, {"start": 2179.23, "end": 2179.77, "word": " classify", 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How we should talk about the sales calls? In other words, how many phone calls should we give for each customer out of the four types of our prospects? Has the portfolio model provided us with any information about these things? Of course not. Then we began talking about the decision model. The decision model tried to cover this gap.", "tokens": [7587, 11, 264, 7157, 27599, 295, 264, 5763, 818, 13, 1012, 321, 820, 751, 466, 264, 5763, 5498, 30, 682, 661, 2283, 11, 577, 867, 2593, 5498, 820, 321, 976, 337, 1184, 5474, 484, 295, 264, 1451, 3467, 295, 527, 32933, 30, 8646, 264, 12583, 2316, 5649, 505, 365, 604, 1589, 466, 613, 721, 30, 2720, 1164, 406, 13, 1396, 321, 4283, 1417, 466, 264, 3537, 2316, 13, 440, 3537, 2316, 3031, 281, 2060, 341, 7417, 13], "avg_logprob": -0.1791867012014756, "compression_ratio": 1.673913043478261, "no_speech_prob": 0.0, "words": [{"start": 2201.4100000000003, "end": 2202.01, "word": " Exactly,", "probability": 0.681640625}, {"start": 2202.15, "end": 2202.25, "word": " the", "probability": 0.8330078125}, {"start": 2202.25, "end": 2202.59, "word": " ideal", "probability": 0.67236328125}, {"start": 2202.59, "end": 2203.29, "word": " allocation", "probability": 0.86279296875}, {"start": 2203.29, "end": 2203.59, "word": " of", "probability": 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So do you think is there any need to make further phone calls? No. Number two, this customer might be saturated by our product or service. 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mode 100644 index 0000000000000000000000000000000000000000..d28af1254f2996636d4e9131902a7ba3414ded82 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY.srt @@ -0,0 +1,1825 @@ +1 +00:00:21,130 --> 00:00:21,830 +Okay, good morning. + +2 +00:00:24,690 --> 00:00:26,950 +Let's begin this class by reminding you of + +3 +00:00:26,950 --> 00:00:29,930 +something which we explained last time. We talked + +4 +00:00:29,930 --> 00:00:33,650 +about three phases of interaction. The pre- + +5 +00:00:33,650 --> 00:00:37,470 +interaction, the interaction itself, and the post- + +6 +00:00:37,470 --> 00:00:41,810 +interaction. And we said each phase has its + +7 +00:00:41,810 --> 00:00:45,210 +own required skills, which should be possessed by + +8 +00:00:45,210 --> 00:00:49,240 +certain people. Now, the major goal of today's + +9 +00:00:49,240 --> 00:00:54,460 +class is to review these four skills which should + +10 +00:00:54,460 --> 00:00:58,600 +be available in the pre-interaction phase by the + +11 +00:00:58,600 --> 00:01:01,760 +salesperson. In other words, today we are going to + +12 +00:01:01,760 --> 00:01:04,870 +talk about setting objectives skill. What is it + +13 +00:01:04,870 --> 00:01:07,850 +and how should the salesperson exercise it? + +14 +00:01:08,450 --> 00:01:09,970 +Second, we are going to talk about knowledge + +15 +00:01:09,970 --> 00:01:12,150 +management. What is the definition of the + +16 +00:01:12,150 --> 00:01:14,670 +knowledge management and how we can manage it? + +17 +00:01:15,210 --> 00:01:16,830 +Also, we are going to talk about information + +18 +00:01:16,830 --> 00:01:20,810 +gathering and we will talk about its sources. What + +19 +00:01:20,810 --> 00:01:24,410 +are the sources which the salesperson can use to + +20 +00:01:24,410 --> 00:01:27,250 +get information? We will conclude by talking about + +21 +00:01:27,250 --> 00:01:30,830 +something called rehearsal. So this is briefly what we are + +22 +00:01:30,830 --> 00:01:36,480 +going to do in today's class. Clear? Let's start. + +23 +00:01:39,780 --> 00:01:43,860 +Now, if we are going to give a title for today's + +24 +00:01:43,860 --> 00:01:48,520 +class, we can say it is the planning which must be + +25 +00:01:48,520 --> 00:01:52,900 +done by the salespeople before any sales + +26 +00:01:52,900 --> 00:01:57,460 +transaction or any sales. If this planning is + +27 +00:01:57,460 --> 00:02:02,220 +done accurately and in organized steps, the + +28 +00:02:02,220 --> 00:02:05,960 +success of dealing with the customer will be + +29 +00:02:05,960 --> 00:02:10,360 +greater. But if this planning was not done or + +30 +00:02:10,360 --> 00:02:14,240 +implemented or executed by the salespersons in an + +31 +00:02:14,240 --> 00:02:18,840 +appropriate way, the success of dealing or + +32 +00:02:18,840 --> 00:02:22,660 +succeeding in business transactions will go down. + +33 +00:02:23,810 --> 00:02:26,850 +So, as the term planning skills implies, this + +34 +00:02:26,850 --> 00:02:30,030 +stage occurs when you collect your thoughts and + +35 +00:02:30,030 --> 00:02:33,250 +organize your interaction strategy before + +36 +00:02:33,250 --> 00:02:36,810 +any meeting or any talking or any phone + +37 +00:02:36,810 --> 00:02:42,890 +conversation with customers face to face. So let's + +38 +00:02:42,890 --> 00:02:46,170 +focus our attention on two things. First, we have + +39 +00:02:46,170 --> 00:02:49,650 +to collect our thoughts. Second, we have to + +40 +00:02:49,650 --> 00:02:54,020 +organize our interaction strategy. These are + +41 +00:02:54,020 --> 00:02:57,320 +general words, general phrases, but their meanings + +42 +00:02:57,320 --> 00:03:01,820 +are very complicated. How are we going to collect + +43 +00:03:01,820 --> 00:03:05,360 +our thoughts if we do not have that which is + +44 +00:03:05,360 --> 00:03:10,260 +said or which is called? Exactly. We cannot + +45 +00:03:10,260 --> 00:03:12,080 +organize our thoughts without having something + +46 +00:03:12,080 --> 00:03:16,380 +called information. The same thing, how are we + +47 +00:03:16,380 --> 00:03:20,480 +going to make a strategy if we do not have another + +48 +00:03:20,480 --> 00:03:22,860 +word which is called? Exactly. + +49 +00:03:26,320 --> 00:03:32,380 +Objectives, along with information, are crucial for + +50 +00:03:32,380 --> 00:03:37,020 +increasing the success of the salesperson. + +51 +00:03:39,660 --> 00:03:44,520 +Let's go on. In the pre-calling, all the + +52 +00:03:44,520 --> 00:03:49,060 +salespeople are going to answer four major + +53 +00:03:49,060 --> 00:03:54,400 +questions. Each question is linked with one skill. + +54 +00:03:55,800 --> 00:03:59,660 +So let's begin. When we are saying all sales + +55 +00:03:59,660 --> 00:04:03,000 +people must answer this question, what do I + +56 +00:04:03,000 --> 00:04:05,900 +want to accomplish? This means we are talking + +57 +00:04:05,900 --> 00:04:09,140 +about setting objectives. + +58 +00:04:12,300 --> 00:04:16,920 +Also, when the sales people say, what do I know + +59 +00:04:16,920 --> 00:04:19,160 +about the prospect? This means we are talking + +60 +00:04:19,160 --> 00:04:21,630 +about information management. + +61 +00:04:26,470 --> 00:04:30,290 +Information management. The third question which + +62 +00:04:30,290 --> 00:04:33,450 +should be answered by the salesperson, what or + +63 +00:04:33,450 --> 00:04:36,850 +where can I find information? This is exactly + +64 +00:04:36,850 --> 00:04:39,050 +about information resources. + +65 +00:04:44,430 --> 00:04:47,690 +Finally, when we are saying what I am going to say, + +66 +00:04:48,050 --> 00:04:53,050 +we are referring to the rehearsal, along with the + +67 +00:04:53,050 --> 00:04:54,770 +sales message. + +68 +00:04:57,710 --> 00:05:01,730 +What's the sales message? The sales message which + +69 +00:05:01,730 --> 00:05:04,750 +the salesperson is going to tell the customer + +70 +00:05:04,750 --> 00:05:07,670 +or tell the customer during the phone conversation + +71 +00:05:07,670 --> 00:05:15,020 +or during a face-to-face meeting. So we tried to + +72 +00:05:15,020 --> 00:05:19,120 +summarize or re-express the four skills which must + +73 +00:05:19,120 --> 00:05:21,180 +be possessed by the salesperson in the pre- + +74 +00:05:21,180 --> 00:05:26,120 +interaction phase by four questions. But we are + +75 +00:05:26,120 --> 00:05:30,360 +referring to the same skills. Any questions or + +76 +00:05:30,360 --> 00:05:35,180 +comments so far? Now let's go on. Now we are going + +77 +00:05:35,180 --> 00:05:37,680 +to begin or start our work by talking about the + +78 +00:05:37,680 --> 00:05:43,310 +first skill, which is setting objectives. This is + +79 +00:05:43,310 --> 00:05:48,010 +setting objectives where we have to remember that + +80 +00:05:48,010 --> 00:05:52,410 +salespeople should not make a call unless + +81 +00:05:52,410 --> 00:05:56,570 +they can specify an action they want the prospect + +82 +00:05:56,570 --> 00:06:03,350 +to take; unless they can specify an action, a + +83 +00:06:03,350 --> 00:06:07,450 +response that they want the prospect or the + +84 +00:06:07,450 --> 00:06:12,840 +potential customer to take. So the objective should + +85 +00:06:12,840 --> 00:06:17,340 +be clear, specific, and not to collect information + +86 +00:06:17,340 --> 00:06:19,800 +or build a good relationship with the customer. + +87 +00:06:20,820 --> 00:06:23,080 +Somebody is going to say you are contradicting + +88 +00:06:23,080 --> 00:06:29,420 +yourself. For a while you said that we have to + +89 +00:06:29,420 --> 00:06:32,300 +collect information and we have to build a good + +90 +00:06:32,300 --> 00:06:34,800 +relationship with the customer. You are right, but + +91 +00:06:34,800 --> 00:06:42,290 +not now. Exactly. Now, at this time, we are + +92 +00:06:42,290 --> 00:06:45,750 +focusing on one thing, which is setting objectives, + +93 +00:06:45,910 --> 00:06:50,250 +that's it. And later on, after we are going to + +94 +00:06:50,250 --> 00:06:52,930 +finalize setting the objectives, we can talk about + +95 +00:06:52,930 --> 00:06:58,650 +collecting information and so on. So we have to + +96 +00:06:58,650 --> 00:07:02,590 +postpone those two things for later. Our focus + +97 +00:07:02,590 --> 00:07:05,390 +should be on good objectives. + +98 +00:07:08,510 --> 00:07:12,450 +Therefore, we are giving here three + +99 +00:07:12,450 --> 00:07:16,050 +examples of good objectives. Like, for example, a + +100 +00:07:16,050 --> 00:07:19,410 +salesperson might say, "I want the client to agree + +101 +00:07:19,410 --> 00:07:21,410 +to supply information on historical + +102 +00:07:21,410 --> 00:07:24,130 +inventory levels." This is a goal, this is an + +103 +00:07:24,130 --> 00:07:28,490 +objective. Why? Because later + +104 +00:07:28,490 --> 00:07:31,390 +on, after an hour or two hours, we will start + +105 +00:07:31,390 --> 00:07:34,760 +talking about collecting information. So if the + +106 +00:07:34,760 --> 00:07:37,700 +customer doesn't agree, how are we going to go to + +107 +00:07:37,700 --> 00:07:41,840 +the second step or second skill? We cannot. A + +108 +00:07:41,840 --> 00:07:44,820 +second objective: the client tells you who will be + +109 +00:07:44,820 --> 00:07:47,940 +involved in the purchase decision. In other words, + +110 +00:07:48,820 --> 00:07:51,120 +who are the key personnel who are making the + +111 +00:07:51,120 --> 00:07:55,000 +decision about the purchase? Is it objective? Yes, it + +112 +00:07:55,000 --> 00:07:58,610 +is an objective. Why? Because we studied in the past + +113 +00:07:59,530 --> 00:08:02,790 +that salespeople must never waste their time or + +114 +00:08:02,790 --> 00:08:06,770 +efforts dealing with non-significant people or + +115 +00:08:06,770 --> 00:08:10,490 +staff members who are not involved in the purchasing + +116 +00:08:10,490 --> 00:08:14,430 +decision. So is it an objective? Of course it is + +117 +00:08:14,430 --> 00:08:17,910 +an objective. A third objective: the objective is + +118 +00:08:17,910 --> 00:08:20,430 +to get a response from the customer to take specific action. + +119 +00:08:21,510 --> 00:08:24,550 +The words "specific action" means a response. + +120 +00:08:26,910 --> 00:08:32,070 +A response might be negative and might be + +121 +00:08:32,070 --> 00:08:37,670 +positive. If it is positive, this means we are + +122 +00:08:37,670 --> 00:08:39,610 +doing an excellent job, we are doing excellent + +123 +00:08:39,610 --> 00:08:43,930 +work. Because a positive response means the client will cooperate + +124 +00:08:43,930 --> 00:08:46,730 +with you as a salesperson. But if it is a negative + +125 +00:08:46,730 --> 00:08:50,130 +response, the client at this time will not + +126 +00:08:50,130 --> 00:08:53,490 +cooperate with you. But is this harmful? + +127 +00:08:53,490 --> 00:08:57,490 +No, it isn't harmful. The harm would occur + +128 +00:08:58,110 --> 00:09:03,070 +under one scenario: If you, as a salesperson, you + +129 +00:09:08,310 --> 00:09:12,830 +didn't get a response, neither negative nor + +130 +00:09:12,830 --> 00:09:17,930 +positive. If you didn't get a response, whether it + +131 +00:09:17,930 --> 00:09:21,650 +is negative or positive, this means this is a + +132 +00:09:21,650 --> 00:09:25,400 +problem. But if you received a negative response + +133 +00:09:25,400 --> 00:09:28,780 +at this time, that's fine. After a month or in + +134 +00:09:28,780 --> 00:09:33,380 +the second trial, you might get a positive one. So + +135 +00:09:33,380 --> 00:09:37,680 +the most important thing is to get a response. To + +136 +00:09:37,680 --> 00:09:40,140 +get a response. Emanuele, what would you like to + +137 +00:09:40,140 --> 00:09:40,340 +say? + +138 +00:09:43,720 --> 00:09:48,160 +Now listen, + +139 +00:09:49,500 --> 00:09:51,960 +collecting information is considered to be step + +140 +00:09:51,960 --> 00:09:56,800 +number two. Now we are talking about setting + +141 +00:09:56,800 --> 00:09:59,620 +objectives, which is step number one. + +142 +00:10:01,580 --> 00:10:09,280 +Step number one is preparing the ground + +143 +00:10:09,280 --> 00:10:16,100 +for getting information later on. How? By getting + +144 +00:10:16,100 --> 00:10:19,820 +a response from the customer. How? By trying to + +145 +00:10:19,820 --> 00:10:21,620 +convince the customer to supply us with + +146 +00:10:21,620 --> 00:10:28,290 +information and so on and so on. Clear? Positive + +147 +00:10:28,290 --> 00:10:38,310 +or negative? We are progressing in + +148 +00:10:38,310 --> 00:10:43,270 +our planning, in the pre-interaction phase. It is + +149 +00:10:43,270 --> 00:10:47,670 +progress. Even if it is negative now or if you + +150 +00:10:47,670 --> 00:10:50,490 +got a negative response, this progress is going to + +151 +00:10:50,490 --> 00:10:54,150 +be very slow. Somebody is going to say, "Why did you + +152 +00:10:54,150 --> 00:10:57,930 +call it progress?" To get a response or a + +153 +00:10:57,930 --> 00:11:00,090 +negative response from the client or the customer, + +154 +00:11:00,630 --> 00:11:03,850 +this is progress. Because this is the beginning of + +155 +00:11:03,850 --> 00:11:10,450 +what? Interaction. Exactly. And we will build on + +156 +00:11:10,450 --> 00:11:14,110 +that later on or in the future. And remember if it is + +157 +00:11:14,110 --> 00:11:16,750 +negative now, after a week or a month or in the + +158 +00:11:16,750 --> 00:11:19,730 +second trial, it might be positive. But start the + +159 +00:11:19,730 --> 00:11:24,840 +process. This is very important. But how are we going + +160 +00:11:24,840 --> 00:11:27,500 +to make progress if we didn't get neither + +161 +00:11:27,500 --> 00:11:30,800 +negative nor positive response? This means the + +162 +00:11:30,800 --> 00:11:33,140 +situation is stagnant. What's the + +163 +00:11:33,140 --> 00:11:38,520 +meaning of stagnant? The same. Clear? Okay, go + +164 +00:11:38,520 --> 00:11:44,200 +on. So, now we are going to go to the second skill + +165 +00:11:44,200 --> 00:11:46,440 +which is knowledge management. + +166 +00:11:48,410 --> 00:11:50,590 +So we finished with the first skill, which is + +167 +00:11:50,590 --> 00:11:53,370 +setting objectives, and now we are talking about + +168 +00:11:53,370 --> 00:11:56,630 +knowledge management which can be rewritten as + +169 +00:11:56,630 --> 00:12:00,910 +this question: What do I know about the + +170 +00:12:00,910 --> 00:12:06,230 +prospect or the potential customer? So here, basic + +171 +00:12:06,230 --> 00:12:08,870 +information that may be useful to know about the + +172 +00:12:08,870 --> 00:12:13,460 +individual includes the exact spelling and + +173 +00:12:13,460 --> 00:12:17,800 +pronunciation of the customer's name, the + +174 +00:12:17,800 --> 00:12:21,440 +customer's title, his or her age, residence, + +175 +00:12:21,820 --> 00:12:25,420 +education, buying authority, clubs, memberships, + +176 +00:12:25,600 --> 00:12:30,080 +hobbies, etc. Somebody might be surprised saying, + +177 +00:12:30,820 --> 00:12:35,540 +"Why do we have to collect such information?" We have a + +178 +00:12:35,540 --> 00:12:40,330 +general rule in sales: The more + +179 +00:12:40,330 --> 00:12:43,370 +information you get about your prospects, the + +180 +00:12:43,370 --> 00:12:46,450 +greater the probability of success you will have as a + +181 +00:12:46,450 --> 00:12:47,490 +salesperson. + +182 +00:12:50,050 --> 00:12:54,430 +Therefore, let's give this scenario or this simple + +183 +00:12:54,430 --> 00:12:58,290 +example. Imagine one of the sales companies is + +184 +00:12:58,290 --> 00:13:00,990 +going to provide you or send you an email or a + +185 +00:13:00,990 --> 00:13:06,880 +letter with your name written inaccurately or + +186 +00:13:06,880 --> 00:13:09,240 +incorrectly. What is the impression you are + +187 +00:13:09,240 --> 00:13:12,400 +going to have about this sales agency? Very bad. + +188 +00:13:13,440 --> 00:13:15,660 +The same thing if you are going to receive a phone + +189 +00:13:15,660 --> 00:13:19,040 +call and they mispronounce your name. + +190 +00:13:19,700 --> 00:13:24,400 +Is it good? It isn't good. Somebody might ask me, + +191 +00:13:24,520 --> 00:13:27,180 +"Why, as a salesperson, do I have to collect information + +192 +00:13:27,180 --> 00:13:30,320 +about, for example, the clubs or memberships of + +193 +00:13:30,320 --> 00:13:34,690 +this target customer?" Let's give another scenario. + +194 +00:13:35,290 --> 00:13:37,850 +Imagine you are going to try to meet him at his + +195 +00:13:37,850 --> 00:13:42,350 +organization or agency. After that, the secretary + +196 +00:13:42,350 --> 00:13:47,010 +tells you he or she is too busy. You go the + +197 +00:13:47,010 --> 00:13:50,310 +second day to meet the same customer. You + +198 +00:13:50,310 --> 00:13:54,130 +get the same response, that the customer is a very + +199 +00:13:54,130 --> 00:13:57,970 +busy person. So should we give up? + +200 +00:13 + +223 +00:15:27,760 --> 00:15:31,080 +Sometimes he is going to provide you with + +224 +00:15:31,080 --> 00:15:35,500 +essential information about his organization. So + +225 +00:15:35,500 --> 00:15:40,220 +we are revolving in one circle. Organizations, + +226 +00:15:40,380 --> 00:15:43,060 +remember, they are social organizations. In other + +227 +00:15:43,060 --> 00:15:46,720 +words, persons or individuals; they designed and + +228 +00:15:46,720 --> 00:15:48,620 +built and established these organizations. + +229 +00:15:50,580 --> 00:15:54,340 +Organizations' information should be including + +230 +00:15:54,340 --> 00:15:57,540 +every major aspect, whether we are talking about individual + +231 +00:15:57,540 --> 00:16:02,980 +bases or organizational bases. So we are not + +232 +00:16:02,980 --> 00:16:06,500 +restricted to one kind of data or information. We + +233 +00:16:06,500 --> 00:16:10,820 +are including the two kinds of information related + +234 +00:16:10,820 --> 00:16:13,680 +to individuals or citizens and related to their + +235 +00:16:13,680 --> 00:16:17,340 +organizations. So next are some of the questions + +236 +00:16:17,340 --> 00:16:19,820 +that a salesperson should be able to answer about + +237 +00:16:19,820 --> 00:16:24,180 +the customer. Now, listen; in the second slide, we + +238 +00:16:24,180 --> 00:16:27,640 +are going to expose you to a sample of the questions + +239 +00:16:27,640 --> 00:16:34,800 +which you might be asked by the customer. So this + +240 +00:16:34,800 --> 00:16:37,660 +customer might ask you, for example, "What is the + +241 +00:16:37,660 --> 00:16:38,440 +size of your business?" + +242 +00:16:42,380 --> 00:16:47,180 +Someone is going to say, "The size of the + +243 +00:16:47,180 --> 00:16:51,200 +customer; is it important?" It's important. Why? + +244 +00:16:53,000 --> 00:16:56,580 +Because later on, if you are going to determine + +245 +00:16:56,580 --> 00:16:58,300 +the size of the business, this means we can + +246 +00:16:58,300 --> 00:17:03,580 +determine the expected sales volume. Generally, + +247 +00:17:04,120 --> 00:17:07,300 +small businesses require small sales volume, + +248 +00:17:07,700 --> 00:17:12,960 +medium, medium; big, big. Second, what product + +249 +00:17:12,960 --> 00:17:15,820 +lines do they sell and what markets do they serve? + +250 +00:17:17,850 --> 00:17:22,830 +Third, how, where, when, why, and by whom will the + +251 +00:17:22,830 --> 00:17:28,050 +products be used? All these are questions you, as a + +252 +00:17:28,050 --> 00:17:31,430 +salesperson, must have the answers for before + +253 +00:17:31,430 --> 00:17:36,610 +you speak with the customer. Third, or + +254 +00:17:36,610 --> 00:17:39,630 +fourth, who are the prominent executives and other + +255 +00:17:39,630 --> 00:17:42,530 +key personnel? The other key personnel who are + +256 +00:17:42,530 --> 00:17:45,330 +involved in the purchasing decision. + +257 +00:17:47,090 --> 00:17:48,670 +Should we know them? Of course, you should know + +258 +00:17:48,670 --> 00:17:52,390 +them. A fifth, or sixth question: who + +259 +00:17:52,390 --> 00:17:54,930 +are their competitors and on what basis do they + +260 +00:17:54,930 --> 00:17:59,190 +compete? Someone is going to ask, "Why do we need + +261 +00:17:59,190 --> 00:18:02,090 +to collect information about the competitors?" To + +262 +00:18:02,090 --> 00:18:07,670 +avoid risk. Also, each competitor is looking at + +263 +00:18:07,670 --> 00:18:10,510 +his own competitor as an enemy. Therefore, if you + +264 +00:18:10,510 --> 00:18:12,230 +are going to ask for information from the competitor, + +265 +00:18:12,390 --> 00:18:15,530 +he or she will be ready to supply you with this + +266 +00:18:15,530 --> 00:18:19,980 +required information. Is that right or not? Of + +267 +00:18:19,980 --> 00:18:23,400 +course. Also, do they have any previous experience + +268 +00:18:23,400 --> 00:18:26,140 +with our company? In other words, a salesperson + +269 +00:18:26,140 --> 00:18:30,520 +must know: have they ever dealt with us? If they + +270 +00:18:30,520 --> 00:18:33,540 +dealt with us, what was the feedback and experience? + +271 +00:18:33,540 --> 00:18:37,340 +Was it positive or negative? Did they encounter any + +272 +00:18:37,340 --> 00:18:40,720 +problems or troubles? Was the relationship or the + +273 +00:18:40,720 --> 00:18:45,180 +transaction smooth and good? And so on. Also, what + +274 +00:18:45,180 --> 00:18:48,920 +are the prospects for future sales volume? And + +275 +00:18:48,920 --> 00:18:54,760 +this reminds us once again why we + +276 +00:18:54,760 --> 00:18:57,560 +need to know the size and why we need to know the + +277 +00:18:57,560 --> 00:19:02,780 +sales volume or the expected sales volume, and this + +278 +00:19:02,780 --> 00:19:04,980 +is going to help us to organize our own customers + +279 +00:19:04,980 --> 00:19:08,260 +into strategic ones and non- + +280 +00:19:08,260 --> 00:19:11,060 +strategic ones, those classified as VIP + +281 +00:19:11,060 --> 00:19:13,820 +customers and those classified as non-VIP + +282 +00:19:13,820 --> 00:19:16,620 +customers, and this reminds us of our + +283 +00:19:16,620 --> 00:19:18,020 +previous classes. + +284 +00:19:20,530 --> 00:19:24,490 +Any questions or comments about this? Clear? Okay, + +285 +00:19:24,870 --> 00:19:29,550 +go on. Now we are going to go to the third skill, + +286 +00:19:29,550 --> 00:19:34,670 +which is how a salesperson should master the skill + +287 +00:19:34,670 --> 00:19:38,990 +of collecting information or data. Remember, when + +288 +00:19:38,990 --> 00:19:40,970 +you know what information you need to make a + +289 +00:19:40,970 --> 00:19:43,810 +successful sales call, you can usually identify a + +290 +00:19:43,810 --> 00:19:47,780 +number of sources for obtaining the data. I am + +291 +00:19:47,780 --> 00:19:50,760 +going to obtain the data from various sources, + +292 +00:19:50,760 --> 00:19:58,840 +including company records. Number two, + +293 +00:20:00,940 --> 00:20:03,460 +salespeople. Someone is going to say, "Who are the + +294 +00:20:03,460 --> 00:20:06,840 +salespeople?" The salespeople who are working + +295 +00:20:06,840 --> 00:20:10,880 +inside this targeted company. Because each company has its own what? Sales team. Third, + +296 +00:20:10,880 --> 00:20:14,620 +Third, + +297 +00:20:15,770 --> 00:20:21,110 +customer employees. A fourth source: publications; + +298 +00:20:21,110 --> 00:20:23,870 +information in the newspaper, in the media, in the + +299 +00:20:23,870 --> 00:20:28,090 +TV. Fifth, observation of the respective business + +300 +00:20:28,090 --> 00:20:35,630 +operations. Sixth, competitors. Seventh and + +301 +00:20:35,630 --> 00:20:41,640 +final, the company website. All these are + +302 +00:20:41,640 --> 00:20:44,620 +potential resources from which I can gather data and + +303 +00:20:44,620 --> 00:20:47,580 +information about the potential or expected + +304 +00:20:47,580 --> 00:20:56,540 +customer or client. Now, stop here. After I am + +305 +00:20:56,540 --> 00:20:59,780 +going to collect the information and the data, the + +306 +00:20:59,780 --> 00:21:02,640 +salesperson will begin executing their main + +307 +00:21:02,640 --> 00:21:09,430 +work, which is sales. Regarding sales, the + +308 +00:21:09,430 --> 00:21:12,350 +salespeople will be divided into two categories; + +309 +00:21:13,250 --> 00:21:16,390 +one is considered successful salespeople, + +310 +00:21:17,170 --> 00:21:19,710 +while the second group is described as + +311 +00:21:19,710 --> 00:21:23,610 +less successful salespeople. The successful + +312 +00:21:23,610 --> 00:21:28,430 +salespeople are sales staff members who are + +313 +00:21:28,430 --> 00:21:33,830 +able to achieve a very high volume of sales. While + +314 +00:21:33,830 --> 00:21:38,850 +the less successful salespeople are sales + +315 +00:21:38,850 --> 00:21:42,390 +persons who achieve an intermediate or low + +316 +00:21:42,390 --> 00:21:49,310 +level of sales volume. Now, successful salespeople + +317 +00:21:49,310 --> 00:21:52,510 +or less successful salespersons. + +318 +00:21:52,750 --> 00:22:00,150 +Remember here, the characteristics of each type + +319 +00:22:00,370 --> 00:22:04,930 +are different. They are different in their + +320 +00:22:04,930 --> 00:22:09,510 +ideologies, approaches, techniques, strategies + +321 +00:22:09,510 --> 00:22:10,430 +and so on. + +322 +00:22:13,290 --> 00:22:16,230 +Let's begin comparing the two categories. + +323 +00:22:17,330 --> 00:22:22,490 +Successful salespeople say the research + +324 +00:22:22,490 --> 00:22:26,450 +about the prospect should be very detailed. + +325 +00:22:26,450 --> 00:22:30,970 +In other words, we have to collect + +326 +00:22:30,970 --> 00:22:34,850 +information and data about the prospect as much as + +327 +00:22:34,850 --> 00:22:40,490 +possible. While less successful salespeople, they + +328 +00:22:40,490 --> 00:22:43,510 +say, "Let's collect the minimum or a small + +329 +00:22:43,510 --> 00:22:47,930 +amount of information about the prospect." So the + +330 +00:22:47,930 --> 00:22:54,630 +data here is significantly more extensive. This is one + +331 +00:22:54,630 --> 00:22:57,300 +difference. A second difference between the two + +332 +00:22:57,300 --> 00:23:02,080 +categories: successful salespeople use + +333 +00:23:02,080 --> 00:23:06,900 +referrals for prospecting. In other words, they + +334 +00:23:06,900 --> 00:23:15,200 +depend on other persons who dealt with the + +335 +00:23:15,200 --> 00:23:17,900 +potential customer before. + +336 +00:23:20,510 --> 00:23:23,350 +So we go to these people and we + +337 +00:23:23,350 --> 00:23:25,710 +ask them many questions so that we can + +338 +00:23:25,710 --> 00:23:28,470 +collect data and information about the targeted + +339 +00:23:28,470 --> 00:23:33,470 +customer or prospects. While less successful + +340 +00:23:33,470 --> 00:23:37,610 +salespeople use only records and + +341 +00:23:37,610 --> 00:23:41,450 +lists to collect data about the prospects. + +342 +00:23:42,670 --> 00:23:44,170 +Stop here and pay attention. + +343 +00:23:47,220 --> 00:23:52,380 +In America, in 2001, after + +344 +00:23:52,380 --> 00:23:59,920 +the attacks on America by Al Qaeda, the American federal + +345 +00:23:59,920 --> 00:24:03,920 +government decided to conduct an investigation. And + +346 +00:24:03,920 --> 00:24:06,340 +this investigation attempted to answer one + +347 +00:24:06,340 --> 00:24:13,580 +question: why were the CIA and FBI unable to + +348 +00:24:13,580 --> 00:24:17,040 +anticipate the attacks or the terrorist + +349 +00:24:17,040 --> 00:24:23,440 +attacks? They said America is considered the + +350 +00:24:23,440 --> 00:24:25,540 +leading and most powerful country using + +351 +00:24:25,540 --> 00:24:29,300 +advanced spying technology, including satellites and so on + +352 +00:24:29,300 --> 00:24:32,760 +and the internet. Yet, despite this, they failed to + +353 +00:24:32,760 --> 00:24:36,140 +anticipate the attacks. The answer was + +354 +00:24:37,540 --> 00:24:40,580 +American intelligence did not focus on gathering + +355 +00:24:40,580 --> 00:24:42,920 +information from people. + +356 +00:24:44,880 --> 00:24:47,600 +In other words, they were not employing enough agents + +357 +00:24:47,600 --> 00:24:51,400 +for this. They were content with relying on + +358 +00:24:51,400 --> 00:24:55,840 +technology and internet spying. That's it. Because + +359 +00:24:55,840 --> 00:25:00,880 +of this, they failed. Since that attack, + +360 +00:25:01,760 --> 00:25:04,240 +the American strategy of collecting information and + +361 +00:25:04,240 --> 00:25:08,720 +data changed completely. Now they are striving + +362 +00:25:08,720 --> 00:25:12,340 +and doing their utmost to increase the number of + +363 +00:25:12,340 --> 00:25:16,080 +human agents who can provide them with the maximum + +364 +00:25:16,080 --> 00:25:20,120 +amount of information or data. The same is true + +365 +00:25:20,120 --> 00:25:24,860 +here. Successful salespeople are not satisfied + +366 +00:25:24,860 --> 00:25:27,400 +with records and lists, but they also + +367 +00:25:27,400 --> 00:25:31,540 +collect information from referrals. The word + +368 +00:25:31,540 --> 00:25:35,800 +"referral," we defined it before. What is it? A + +369 +00:25:35,800 --> 00:25:39,280 +person who has already interacted with the potential + +370 +00:25:39,280 --> 00:25:44,400 +prospect. When we say "interacted," it could be + +371 +00:25:44,400 --> 00:25:48,900 +working with, living with, or a friendship + +372 +00:25:48,900 --> 00:25:49,880 +relationship. + +373 +00:25:52,500 --> 00:25:56,220 +So this referral knows exactly how the prospect or + +374 +00:25:56,220 --> 00:25:59,440 +the customer thinks, behaves, and acts. + +375 +00:26:01,440 --> 00:26:03,780 +Now, the third difference between the two + +376 +00:26:03,780 --> 00:26:06,580 +categories is as follows: successful + +377 +00:26:06,580 --> 00:26:11,000 +salespeople begin their business or + +378 +00:26:11,000 --> 00:26:13,560 +their sales activities by asking questions. + +379 +00:26:16,760 --> 00:26:20,060 +While less successful salespeople + +380 +00:26:20,060 --> 00:26:24,040 +begin or conduct sales by making a + +381 +00:26:24,040 --> 00:26:27,380 +product statement. "Our product offers the + +382 +00:26:27,380 --> 00:26:29,520 +following: this price, these specifications, and so on." + +383 +00:26:31,190 --> 00:26:34,090 +Someone will say, "Why do successful sales + +384 +00:26:34,090 --> 00:26:36,510 +people ask questions?" They ask + +385 +00:26:36,510 --> 00:26:41,550 +questions because they want to identify the + +386 +00:26:41,550 --> 00:26:44,930 +customer's needs. Why do they want to identify + +387 +00:26:44,930 --> 00:26:50,590 +the customer's needs first? So that they can meet + +388 +00:26:50,590 --> 00:26:55,870 +that need. They want to satisfy this need. + +389 +00:26:57,410 --> 00:27:01,190 +And thus allow the prospect to make a purchase decision. + +390 +00:27:01,770 --> 00:27:04,250 +If we help our prospect meet + +391 +00:27:04,250 --> 00:27:08,230 +their needs and show them that + +392 +00:27:08,230 --> 00:27:12,490 +we can meet their needs, then give them + +393 +00:27:12,490 --> 00:27:15,850 +the freedom to make their + +394 +00:27:15,850 --> 00:27:19,650 +purchase decision. Don't be intrusive. + +395 +00:27:21,310 --> 00:27:25,400 +Don't put any pressure on them. Give + +396 +00:27:25,400 --> 00:27:28,460 +them enough space and time to make their decision + +397 +00:27:28,460 --> 00:27:33,560 +independently. While less successful + +398 +00:27:33,560 --> 00:27:36,940 +salespeople are intrusive and nagging. In other words, they + +399 +00:27:36,940 --> 00:27:41,660 +begin with a product statement so that they can + +400 +00:27:41,660 --> 00:27:45,020 +make a sales pitch. This pitch is considered a + +401 +00:27:45,020 --> 00:27:48,640 +standardized presentation. In other words, it is + +402 +00:27:48,640 --> 00:27:52,700 +a uniform presentation. They use it with + +403 +00:27:52,700 --> 00:27:58,990 +every single prospect. But let's ask ourselves + +404 +00:27:58,990 --> 00:28:02,890 +this question: are we talking about the same + +405 +00:28:02,890 --> 00:28:05,030 +prospects? Are we talking about prospects having the same + +406 +00:28:05,030 --> 00:28:09,650 +financial capabilities? Are they + +407 +00:28:09,650 --> 00:28:12,670 +thinking in the same way? Are their circumstances the + +408 +00:28:12,670 --> 00:28:15,030 +same? They are different. So if the prospects + +409 +00:28:15,030 --> 00:28:17,970 +are different, then our presentation + +410 +00:28:17,970 --> 00:28:22,130 +should also be different. Here, they are + +411 +00:28:22,130 --> 00:28:27,280 +adapting their presentation. But here, + +412 +00:28:27,280 --> 00:28:29,820 +they are using a standardized + +413 +00:28:30,380 --> 00:28:32,320 +presentation. They use a standardized method. + +415 +00:28:39,060 --> 00:28:42,680 +Also, they focus on product benefits. + +416 +00:28:43,320 --> 00:28:46,620 +And they don't consider what? The customer's needs + +417 +00:28:46,620 --> 00:28:50,680 +first. So if they do this, + +418 +00:28:50,840 --> 00:28:53,780 +or if they use the same technique, this + +419 +00:28:53,780 --> 00:28:57,120 +salesperson may be seen by the prospect as an opportunist. + +420 +00:28:57,120 --> 00:29:00,400 +Why? Because this salesperson is perceived by the + +421 +00:29:01,840 --> 00:29:06,600 +prospect as only focusing on marketing the + +422 +00:29:06,600 --> 00:29:09,340 +product's benefits. They don't care about the + +423 +00:29:09,340 --> 00:29:14,300 +customer's interests or needs. And finally, they close by focusing on + +424 +00:29:14,300 --> 0 + +445 +00:30:37,380 --> 00:30:40,200 +Preparing to call on clients, it is helpful to put + +446 +00:30:40,200 --> 00:30:44,240 +yourself in their position. So if you are going to + +447 +00:30:44,240 --> 00:30:46,640 +put yourself in their position, you should + +448 +00:30:46,640 --> 00:30:49,560 +anticipate the questions which will be raised by + +449 +00:30:49,560 --> 00:30:52,960 +the prospects. After you should anticipate these + +450 +00:30:52,960 --> 00:30:56,050 +questions, you should prepare their answers, + +451 +00:30:56,250 --> 00:30:59,110 +exactly. So that we are not going to be surprised + +452 +00:30:59,110 --> 00:31:01,390 +while we are talking with them or meeting with + +453 +00:31:01,390 --> 00:31:05,950 +them. So here we are going to provide you with a + +454 +00:31:05,950 --> 00:31:08,570 +sample of the questions which you might be asked + +455 +00:31:08,570 --> 00:31:13,050 +by the customer. So a customer might ask you, what + +456 +00:31:13,050 --> 00:31:15,990 +are you selling? In other words, the customer is + +457 +00:31:15,990 --> 00:31:19,460 +asking about your product or service. The customer + +458 +00:31:19,460 --> 00:31:24,260 +might ask you, why do I need it? Why do I need the + +459 +00:31:24,260 --> 00:31:27,100 +product or the service which you are trying to + +460 +00:31:27,100 --> 00:31:31,380 +sell to me? A third question, who is your + +461 +00:31:31,380 --> 00:31:36,340 +company? Give me information about it. And of + +462 +00:31:36,340 --> 00:31:39,620 +course, if he is going or the prospect is going to + +463 +00:31:39,620 --> 00:31:43,150 +ask you as a salesperson about your company, when + +464 +00:31:43,150 --> 00:31:46,210 +it was established, who are the board of directors + +465 +00:31:46,210 --> 00:31:50,070 +and so on, and you didn't have exact information or + +466 +00:31:50,070 --> 00:31:51,970 +you began hesitating while you are answering the + +467 +00:31:51,970 --> 00:31:54,470 +questions, this is going to give a wrong signal + +468 +00:31:54,470 --> 00:31:57,990 +to the customer or the prospect. The prospect + +469 +00:31:57,990 --> 00:32:01,850 +might say that you are lying, even if you are not + +470 +00:32:01,850 --> 00:32:05,110 +lying. But this is the signal which we got. + +471 +00:32:06,350 --> 00:32:09,090 +Exactly. Fourth question, how much will it cost? + +472 +00:32:09,840 --> 00:32:12,240 +For sure, the prospect will ask you about the + +473 +00:32:12,240 --> 00:32:15,660 +price or the cost. Fifth, who else is using it? + +474 +00:32:16,820 --> 00:32:19,600 +Who are the other prospects or the customers who + +475 +00:32:19,600 --> 00:32:23,380 +are dealing with you? And are they satisfied? What + +476 +00:32:23,380 --> 00:32:26,640 +kind of person are you? Also, how does your + +477 +00:32:26,640 --> 00:32:28,760 +solution compare to alternatives? Is the price + +478 +00:32:28,760 --> 00:32:32,000 +competitive or not? Why do I need it now? Your + +479 +00:32:32,000 --> 00:32:34,800 +record for support and service. Remember, the + +480 +00:32:34,800 --> 00:32:37,950 +record for support and service includes insurance, + +481 +00:32:38,610 --> 00:32:41,870 +installation, follow-up, customer service, and so + +482 +00:32:41,870 --> 00:32:46,830 +on. So all these questions might be raised + +483 +00:32:46,830 --> 00:32:51,890 +for you as a salesperson by the prospect or the + +484 +00:32:51,890 --> 00:32:55,810 +customer. You should plan for answering all of + +485 +00:32:55,810 --> 00:33:02,530 +them in a confident way. Otherwise, your + +486 +00:33:02,530 --> 00:33:05,570 +probability of striking a successful business + +487 +00:33:05,570 --> 00:33:10,170 +transaction will go down. Any questions or comments + +488 +00:33:10,170 --> 00:33:15,330 +about this? Any questions or comments? Okay, now, + +489 +00:33:16,250 --> 00:33:18,990 +next time we are going to begin with the second + +490 +00:33:18,990 --> 00:33:23,150 +phase, which is—so let's sum up. To prepare + +491 +00:33:23,150 --> 00:33:25,670 +ourselves for the pre-interaction, we should do + +492 +00:33:25,670 --> 00:33:29,570 +four things. What are these? Setting objectives, + +493 +00:33:31,030 --> 00:33:34,530 +information management, information gathering, + +494 +00:33:34,650 --> 00:33:37,930 +rehearsal. Which means training, how we will + +495 +00:33:37,930 --> 00:33:42,190 +deliver our sales message to customers. Any + +496 +00:33:42,190 --> 00:33:44,810 +questions or comments about this? After we + +497 +00:33:44,810 --> 00:33:47,910 +finish and prepare ourselves, then next time we + +498 +00:33:47,910 --> 00:33:52,070 +will begin our actual interaction. Any questions + +499 +00:33:52,070 --> 00:33:54,390 +or comments? Thank you very much, see you next + +500 +00:33:54,390 --> 00:33:54,630 +time. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..271342910b71b74f4fa8f7bd74e9e763291b7b84 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4613, "start": 21.13, "end": 46.13, "text": " Okay, good morning. Let's begin this class by reminding you of something which we explained last time. We talked about three phases of interaction. The pre-interaction, the interaction itself, and the post-interaction. 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Second, we are going to talk about knowledge management. What is the definition of the knowledge management and how we can manage it? Also, we are going to talk about information gathering and we will talk about its sources. What are the sources which the salesperson can use to get information? We will conclude by something called rehearsal. 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Information management. The third question which should be answered by the salesperson, what or where can I find information? This is exactly Haneen, information resources. Finally, when we are saying what I'm going to say, we are referring to the rehearsal.", "tokens": [15357, 4592, 13, 15357, 4592, 13, 440, 2636, 1168, 597, 820, 312, 10103, 538, 264, 5763, 10813, 11, 437, 420, 689, 393, 286, 915, 1589, 30, 639, 307, 2293, 389, 1929, 268, 11, 1589, 3593, 13, 6288, 11, 562, 321, 366, 1566, 437, 286, 478, 516, 281, 584, 11, 321, 366, 13761, 281, 264, 24884, 13], "avg_logprob": -0.26685854844879686, "compression_ratio": 1.5988700564971752, "no_speech_prob": 0.0, "words": [{"start": 260.45, "end": 260.97, "word": " Information", "probability": 0.53662109375}, {"start": 260.97, "end": 261.63, "word": " management.", "probability": 0.430419921875}, {"start": 266.47, "end": 266.93, "word": " Information", "probability": 0.38818359375}, {"start": 266.93, "end": 267.51, "word": " management.", "probability": 0.8388671875}, {"start": 268.59, "end": 269.29, "word": " The", "probability": 0.8740234375}, {"start": 269.29, "end": 269.61, "word": " third", "probability": 0.90625}, {"start": 269.61, "end": 270.09, "word": " question", "probability": 0.9130859375}, {"start": 270.09, "end": 270.29, "word": " which", "probability": 0.68994140625}, {"start": 270.29, "end": 270.45, "word": " should", "probability": 0.95654296875}, {"start": 270.45, "end": 270.59, "word": " be", "probability": 0.9501953125}, {"start": 270.59, "end": 270.91, "word": " answered", "probability": 0.7841796875}, {"start": 270.91, "end": 271.19, "word": " by", "probability": 0.96533203125}, {"start": 271.19, "end": 271.37, "word": " the", "probability": 0.865234375}, {"start": 271.37, "end": 271.99, "word": " salesperson,", "probability": 0.81982421875}, {"start": 272.59, "end": 272.91, "word": " what", "probability": 0.4267578125}, {"start": 272.91, "end": 273.45, "word": " or", "probability": 0.93212890625}, {"start": 273.45, "end": 273.81, "word": " where", "probability": 0.95556640625}, {"start": 273.81, "end": 274.07, "word": " can", "probability": 0.92333984375}, {"start": 274.07, "end": 274.21, "word": " I", "probability": 0.9853515625}, {"start": 274.21, "end": 274.53, "word": " find", "probability": 0.896484375}, {"start": 274.53, "end": 274.87, "word": " information?", "probability": 0.53369140625}, {"start": 275.77, "end": 276.13, "word": " This", "probability": 0.83935546875}, {"start": 276.13, "end": 276.39, "word": " is", "probability": 0.919921875}, {"start": 276.39, "end": 276.85, "word": " exactly", "probability": 0.86767578125}, {"start": 276.85, "end": 277.31, "word": " Haneen,", "probability": 0.7007242838541666}, {"start": 277.39, "end": 277.77, "word": " information", "probability": 0.7861328125}, {"start": 277.77, "end": 279.05, "word": " resources.", "probability": 0.7041015625}, {"start": 284.43, "end": 285.13, "word": " Finally,", "probability": 0.29736328125}, {"start": 285.57, "end": 285.77, "word": " when", "probability": 0.89306640625}, {"start": 285.77, "end": 285.89, "word": " we", "probability": 0.85888671875}, {"start": 285.89, "end": 286.03, "word": " are", "probability": 0.8330078125}, {"start": 286.03, "end": 286.41, "word": " saying", "probability": 0.90478515625}, {"start": 286.41, "end": 286.67, "word": " what", "probability": 0.783203125}, {"start": 286.67, "end": 286.89, "word": " I'm", "probability": 0.729248046875}, {"start": 286.89, "end": 287.17, "word": " going", "probability": 0.94580078125}, {"start": 287.17, "end": 287.33, "word": " to", "probability": 0.96826171875}, {"start": 287.33, "end": 287.69, "word": " say,", "probability": 0.9541015625}, {"start": 288.05, "end": 288.41, "word": " we", "probability": 0.9501953125}, {"start": 288.41, "end": 288.57, "word": " are", "probability": 0.8935546875}, {"start": 288.57, "end": 288.87, "word": " referring", "probability": 0.9189453125}, {"start": 288.87, "end": 289.07, "word": " to", "probability": 0.96435546875}, {"start": 289.07, "end": 289.21, "word": " the", "probability": 0.85888671875}, {"start": 289.21, "end": 289.53, "word": " rehearsal.", "probability": 0.8046875}], "temperature": 1.0}, {"id": 11, "seek": 30977, "start": 291.87, "end": 309.77, "text": " along with the sales message. What's the sales message? The sales message which the salesperson is going to tell to the customer or tell the customer during the phone conversation or during face-to-face meeting.", "tokens": [2051, 365, 264, 5763, 3636, 13, 708, 311, 264, 5763, 3636, 30, 440, 5763, 3636, 597, 264, 5763, 10813, 307, 516, 281, 980, 281, 264, 5474, 420, 980, 264, 5474, 1830, 264, 2593, 3761, 420, 1830, 1851, 12, 1353, 12, 2868, 3440, 13], "avg_logprob": -0.28000710836865683, "compression_ratio": 1.669291338582677, "no_speech_prob": 0.0, "words": [{"start": 291.87, "end": 292.31, "word": " along", "probability": 0.55029296875}, {"start": 292.31, "end": 292.83, "word": " with", "probability": 0.91064453125}, {"start": 292.83, "end": 293.05, "word": " the", "probability": 0.0859375}, {"start": 293.05, "end": 294.31, "word": " sales", "probability": 0.84521484375}, {"start": 294.31, "end": 294.77, "word": " message.", "probability": 0.94482421875}, {"start": 297.71, "end": 298.39, "word": " What's", "probability": 0.52783203125}, {"start": 298.39, "end": 298.49, "word": " the", "probability": 0.72119140625}, {"start": 298.49, "end": 298.71, "word": " sales", "probability": 0.9189453125}, {"start": 298.71, "end": 299.05, "word": " message?", "probability": 0.9453125}, {"start": 299.95, "end": 300.47, "word": " The", "probability": 0.72607421875}, {"start": 300.47, "end": 300.93, "word": " sales", "probability": 0.91552734375}, {"start": 300.93, "end": 301.39, "word": " message", "probability": 0.953125}, {"start": 301.39, "end": 301.73, "word": " which", "probability": 0.68896484375}, {"start": 301.73, "end": 301.97, "word": " the", "probability": 0.88818359375}, {"start": 301.97, "end": 302.63, "word": " salesperson", "probability": 0.72802734375}, {"start": 302.63, "end": 302.85, "word": " is", "probability": 0.91015625}, {"start": 302.85, "end": 303.15, "word": " going", "probability": 0.939453125}, {"start": 303.15, "end": 303.39, "word": " to", "probability": 0.97216796875}, {"start": 303.39, "end": 303.65, "word": " tell", "probability": 0.8583984375}, {"start": 303.65, "end": 304.23, "word": " to", "probability": 0.74267578125}, {"start": 304.23, "end": 304.35, "word": " the", "probability": 0.9033203125}, {"start": 304.35, "end": 304.75, "word": " customer", "probability": 0.73486328125}, {"start": 304.75, "end": 305.01, "word": " or", "probability": 0.64599609375}, {"start": 305.01, "end": 305.19, "word": " tell", "probability": 0.69970703125}, {"start": 305.19, "end": 305.35, "word": " the", "probability": 0.90380859375}, {"start": 305.35, "end": 305.69, "word": " customer", "probability": 0.76318359375}, {"start": 305.69, "end": 306.81, "word": " during", "probability": 0.646484375}, {"start": 306.81, "end": 306.97, "word": " the", "probability": 0.81103515625}, {"start": 306.97, "end": 307.17, "word": " phone", "probability": 0.9306640625}, {"start": 307.17, "end": 307.67, "word": " conversation", "probability": 0.9306640625}, {"start": 307.67, "end": 307.97, "word": " or", "probability": 0.9462890625}, {"start": 307.97, "end": 308.41, "word": " during", "probability": 0.837890625}, {"start": 308.41, "end": 308.87, "word": " face", "probability": 0.81005859375}, {"start": 308.87, "end": 309.03, "word": "-to", "probability": 0.79345703125}, {"start": 309.03, "end": 309.25, "word": "-face", "probability": 0.965087890625}, {"start": 309.25, "end": 309.77, "word": " meeting.", "probability": 0.826171875}], "temperature": 1.0}, {"id": 12, "seek": 34084, "start": 312.12, "end": 340.84, "text": " So we tried to summarize or re-express the four skills which must be possessed by the salesperson in the pre-interaction phase by four questions. But we are referring to the same skills. Any question or comments so far? Now let's go on. Now we are going to begin or start our work by talking about the first skill which is setting objectives.", "tokens": [407, 321, 3031, 281, 20858, 420, 319, 12, 3121, 11637, 264, 1451, 3942, 597, 1633, 312, 29608, 538, 264, 5763, 10813, 294, 264, 659, 12, 5106, 2894, 5574, 538, 1451, 1651, 13, 583, 321, 366, 13761, 281, 264, 912, 3942, 13, 2639, 1168, 420, 3053, 370, 1400, 30, 823, 718, 311, 352, 322, 13, 823, 321, 366, 516, 281, 1841, 420, 722, 527, 589, 538, 1417, 466, 264, 700, 5389, 597, 307, 3287, 15961, 13], "avg_logprob": -0.1582031285292224, "compression_ratio": 1.6103286384976525, "no_speech_prob": 0.0, "words": [{"start": 312.12, "end": 312.58, "word": " So", "probability": 0.8232421875}, {"start": 312.58, "end": 313.26, "word": " we", "probability": 0.49951171875}, {"start": 313.26, "end": 313.9, "word": " tried", "probability": 0.8251953125}, {"start": 313.9, "end": 315.02, "word": " to", "probability": 0.9580078125}, {"start": 315.02, "end": 315.36, "word": " summarize", 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Somebody is going to say you are contradicting yourself. For a while you said that we have to collect information and we have to build good relationship with the customer. You are right but not now. 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After one month or in the second trial, you might get a positive one. So the most important thing is to get a response. To get a response. Emanuele, what would you like to say? 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But how we are going to score the ball if we didn't get neither negative nor positive response? This means the situation is going to be stand still. What's the meaning of stand still? The same. Clear? Okay, go on. So, now we are going to go to second skill which is knowledge management.", "tokens": [639, 307, 588, 1021, 13, 583, 577, 321, 366, 516, 281, 6175, 264, 2594, 498, 321, 994, 380, 483, 9662, 3671, 6051, 3353, 4134, 30, 639, 1355, 264, 2590, 307, 516, 281, 312, 1463, 920, 13, 708, 311, 264, 3620, 295, 1463, 920, 30, 440, 912, 13, 14993, 30, 1033, 11, 352, 322, 13, 407, 11, 586, 321, 366, 516, 281, 352, 281, 1150, 5389, 597, 307, 3601, 4592, 13], "avg_logprob": -0.2546214889472639, "compression_ratio": 1.5757575757575757, "no_speech_prob": 0.0, "words": [{"start": 681.44, "end": 681.84, "word": " This", "probability": 0.5107421875}, {"start": 681.84, "end": 682.16, "word": " is", "probability": 0.93896484375}, {"start": 682.16, "end": 682.7, "word": " very", "probability": 0.8369140625}, {"start": 682.7, "end": 683.16, "word": " important.", "probability": 0.87353515625}, {"start": 684.08, "end": 684.28, "word": " But", "probability": 0.8095703125}, {"start": 684.28, "end": 684.44, 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So here, basic information that may be useful to know about the individual.", "tokens": [407, 321, 4335, 365, 264, 700, 5389, 597, 307, 3287, 15961, 293, 586, 321, 366, 1417, 466, 3601, 4592, 597, 393, 312, 319, 26859, 538, 341, 5367, 597, 307, 437, 360, 286, 458, 466, 264, 15005, 420, 264, 3995, 5474, 13, 407, 510, 11, 3875, 1589, 300, 815, 312, 4420, 281, 458, 466, 264, 2609, 13], "avg_logprob": -0.20463268171276963, "compression_ratio": 1.5873015873015872, "no_speech_prob": 0.0, "words": [{"start": 708.41, "end": 708.71, "word": " So", "probability": 0.57861328125}, {"start": 708.71, "end": 708.89, "word": " we", "probability": 0.6474609375}, {"start": 708.89, "end": 709.19, "word": " finished", "probability": 0.6806640625}, {"start": 709.19, "end": 709.35, "word": " with", "probability": 0.8251953125}, {"start": 709.35, "end": 709.47, "word": " the", "probability": 0.85986328125}, {"start": 709.47, "end": 709.67, "word": " first", "probability": 0.861328125}, {"start": 709.67, 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memberships, hobbies, etc. Somebody might be surprised saying, why we have to collect such information? We have a general rule in the sales science.", "tokens": [5974, 1900, 22254, 293, 23338, 466, 264, 1315, 295, 264, 5474, 11, 264, 4876, 295, 264, 5474, 11, 702, 420, 720, 3205, 11, 19607, 11, 3309, 11, 6382, 8281, 11, 15428, 11, 2679, 7640, 11, 35750, 11, 5183, 13, 13463, 1062, 312, 6100, 1566, 11, 983, 321, 362, 281, 2500, 1270, 1589, 30, 492, 362, 257, 2674, 4978, 294, 264, 5763, 3497, 13], "avg_logprob": -0.15942382137291133, "compression_ratio": 1.5572139303482586, "no_speech_prob": 0.0, "words": [{"start": 730.96, "end": 731.72, "word": " includes", "probability": 0.5556640625}, {"start": 731.72, "end": 732.48, "word": " exact", "probability": 0.94091796875}, {"start": 732.48, "end": 732.9, "word": " spelling", "probability": 0.73974609375}, {"start": 732.9, "end": 733.46, "word": " and", "probability": 0.921875}, {"start": 733.46, "end": 734.22, "word": " pronunciation", "probability": 0.8876953125}, {"start": 734.22, "end": 735.38, "word": " about", "probability": 0.78271484375}, {"start": 735.38, "end": 735.72, "word": " the", "probability": 0.9111328125}, {"start": 735.72, "end": 736.04, "word": " name", "probability": 0.880859375}, {"start": 736.04, "end": 736.88, "word": " of", "probability": 0.873046875}, {"start": 736.88, "end": 737.04, "word": " the", "probability": 0.91015625}, {"start": 737.04, "end": 737.5, "word": " customer,", "probability": 0.73828125}, {"start": 737.68, "end": 737.8, "word": " the", "probability": 0.8125}, {"start": 737.8, "end": 738.18, "word": " title", "probability": 0.97412109375}, {"start": 738.18, "end": 738.34, "word": " of", "probability": 0.96142578125}, {"start": 738.34, "end": 738.48, "word": " the", "probability": 0.91259765625}, {"start": 738.48, "end": 738.9, "word": " customer,", "probability": 0.77490234375}, {"start": 739.44, "end": 739.72, "word": " his", "probability": 0.96044921875}, {"start": 739.72, "end": 739.96, "word": " or", "probability": 0.87109375}, {"start": 739.96, "end": 740.14, "word": " her", "probability": 0.970703125}, {"start": 740.14, "end": 740.64, "word": " age,", "probability": 0.93017578125}, {"start": 741.1, "end": 741.44, "word": " residence,", "probability": 0.95556640625}, {"start": 741.82, "end": 742.42, "word": " education,", "probability": 0.9326171875}, {"start": 742.92, "end": 743.1, "word": " buying", "probability": 0.9140625}, {"start": 743.1, "end": 743.64, "word": " authority,", "probability": 0.93017578125}, {"start": 744.08, "end": 744.42, "word": " clubs,", "probability": 0.9443359375}, {"start": 744.76, "end": 745.42, "word": " memberships,", "probability": 0.873046875}, {"start": 745.6, "end": 745.84, "word": " hobbies,", "probability": 0.94287109375}, {"start": 746.0, "end": 746.22, "word": " etc.", "probability": 0.83935546875}, {"start": 748.2, "end": 748.62, "word": " Somebody", "probability": 0.5712890625}, {"start": 748.62, "end": 749.0, "word": " might", "probability": 0.88525390625}, {"start": 749.0, "end": 749.16, "word": " be", "probability": 0.953125}, {"start": 749.16, "end": 749.58, "word": " surprised", "probability": 0.89404296875}, {"start": 749.58, "end": 750.08, "word": " saying,", "probability": 0.625}, {"start": 750.82, "end": 752.02, "word": " why", "probability": 0.279052734375}, {"start": 752.02, "end": 752.28, "word": " we", "probability": 0.464599609375}, {"start": 752.28, "end": 752.5, "word": " have", "probability": 0.93603515625}, {"start": 752.5, "end": 752.64, "word": " to", "probability": 0.97021484375}, {"start": 752.64, "end": 753.02, "word": " collect", "probability": 0.89794921875}, {"start": 753.02, "end": 753.38, "word": " such", "probability": 0.9619140625}, {"start": 753.38, "end": 753.92, "word": " information?", "probability": 0.82080078125}, {"start": 754.48, "end": 755.1, "word": " We", "probability": 0.904296875}, {"start": 755.1, "end": 755.38, "word": " have", "probability": 0.94775390625}, {"start": 755.38, "end": 755.54, "word": " a", "probability": 0.982421875}, {"start": 755.54, "end": 755.78, "word": " general", "probability": 0.896484375}, {"start": 755.78, "end": 756.18, "word": " rule", "probability": 0.92578125}, {"start": 756.18, "end": 757.38, "word": " in", "probability": 0.90576171875}, {"start": 757.38, "end": 757.56, "word": " the", "probability": 0.65771484375}, {"start": 757.56, "end": 757.76, "word": " sales", "probability": 0.69091796875}, {"start": 757.76, "end": 758.18, "word": " science.", "probability": 0.9697265625}], "temperature": 1.0}, {"id": 28, "seek": 78121, "start": 760.01, "end": 781.21, "text": " More information you will get about your prospects, a greater probability of success you will get as a salesperson. Therefore, let's give this scenario or this simple example. Imagine one of the sales companies is going to provide you or send you an email or a letter.", "tokens": [5048, 1589, 291, 486, 483, 466, 428, 32933, 11, 257, 5044, 8482, 295, 2245, 291, 486, 483, 382, 257, 5763, 10813, 13, 7504, 11, 718, 311, 976, 341, 9005, 420, 341, 2199, 1365, 13, 11739, 472, 295, 264, 5763, 3431, 307, 516, 281, 2893, 291, 420, 2845, 291, 364, 3796, 420, 257, 5063, 13], "avg_logprob": -0.20170455141500993, "compression_ratio": 1.5197740112994351, "no_speech_prob": 0.0, "words": [{"start": 760.01, "end": 760.33, "word": " More", "probability": 0.403076171875}, {"start": 760.33, "end": 760.83, "word": " information", "probability": 0.7958984375}, {"start": 760.83, "end": 761.01, "word": " you", "probability": 0.84326171875}, {"start": 761.01, "end": 761.13, "word": " will", "probability": 0.81298828125}, {"start": 761.13, "end": 761.31, "word": " get", "probability": 0.93359375}, {"start": 761.31, "end": 761.55, "word": " about", "probability": 0.88671875}, {"start": 761.55, "end": 761.73, "word": " your", "probability": 0.89697265625}, {"start": 761.73, "end": 762.21, "word": " prospects,", "probability": 0.88427734375}, {"start": 762.49, "end": 763.37, "word": " a", "probability": 0.73828125}, {"start": 763.37, "end": 763.73, "word": " greater", "probability": 0.94140625}, {"start": 763.73, "end": 764.43, "word": " probability", "probability": 0.9541015625}, {"start": 764.43, "end": 764.81, "word": " of", "probability": 0.9560546875}, {"start": 764.81, "end": 765.43, "word": " success", "probability": 0.88623046875}, {"start": 765.43, "end": 765.85, "word": " you", "probability": 0.84912109375}, {"start": 765.85, "end": 766.03, "word": " will", "probability": 0.859375}, {"start": 766.03, "end": 766.21, "word": " get", "probability": 0.9296875}, {"start": 766.21, "end": 766.37, "word": " as", "probability": 0.9296875}, {"start": 766.37, "end": 766.45, "word": " a", "probability": 0.92431640625}, {"start": 766.45, "end": 767.49, "word": " salesperson.", "probability": 0.8271484375}, {"start": 770.05, "end": 770.59, "word": " Therefore,", "probability": 0.453857421875}, {"start": 771.57, "end": 772.47, "word": " let's", "probability": 0.859375}, {"start": 772.47, "end": 772.63, "word": " give", "probability": 0.80712890625}, {"start": 772.63, "end": 772.81, "word": " this", "probability": 0.88525390625}, {"start": 772.81, "end": 773.19, "word": " scenario", "probability": 0.8427734375}, {"start": 773.19, "end": 773.45, "word": " or", "probability": 0.5703125}, {"start": 773.45, "end": 773.81, "word": " this", "probability": 0.8369140625}, {"start": 773.81, "end": 774.43, "word": " simple", "probability": 0.861328125}, {"start": 774.43, "end": 774.85, "word": " example.", "probability": 0.984375}, {"start": 775.61, "end": 776.07, "word": " Imagine", "probability": 0.84619140625}, {"start": 776.07, "end": 776.85, "word": " one", "probability": 0.82861328125}, {"start": 776.85, "end": 777.01, "word": " of", "probability": 0.970703125}, {"start": 777.01, "end": 777.13, "word": " the", "probability": 0.8818359375}, {"start": 777.13, "end": 777.37, "word": " sales", "probability": 0.90087890625}, {"start": 777.37, "end": 777.83, "word": " companies", "probability": 0.77490234375}, {"start": 777.83, "end": 778.29, "word": " is", "probability": 0.92626953125}, {"start": 778.29, "end": 778.57, "word": " going", "probability": 0.94189453125}, {"start": 778.57, "end": 778.77, "word": " to", "probability": 0.96923828125}, {"start": 778.77, "end": 779.21, "word": " provide", "probability": 0.92724609375}, {"start": 779.21, "end": 779.45, "word": " you", "probability": 0.91748046875}, {"start": 779.45, "end": 779.61, "word": " or", "probability": 0.81689453125}, {"start": 779.61, "end": 779.83, "word": " send", "probability": 0.85693359375}, {"start": 779.83, "end": 780.03, "word": " you", "probability": 0.958984375}, {"start": 780.03, "end": 780.25, "word": " an", "probability": 0.94580078125}, {"start": 780.25, "end": 780.59, "word": " email", "probability": 0.9384765625}, {"start": 780.59, "end": 780.83, "word": " or", "probability": 0.947265625}, {"start": 780.83, "end": 780.99, "word": " a", "probability": 0.70654296875}, {"start": 780.99, "end": 781.21, "word": " letter.", "probability": 0.95068359375}], "temperature": 1.0}, {"id": 29, "seek": 81130, "start": 782.86, "end": 811.3, "text": " with your name written inaccurately or incorrectly. What is the impression which you are going to have about this sales agency? Very bad. The same thing if you are going to receive a phone call and they are going to mispronounce your name. Is it good? It isn't good. Somebody might ask me, why as a salesperson I have to collect information about, for example, the clubs or the membership of this target customer?", "tokens": [365, 428, 1315, 3720, 37957, 374, 1592, 420, 42892, 13, 708, 307, 264, 9995, 597, 291, 366, 516, 281, 362, 466, 341, 5763, 7934, 30, 4372, 1578, 13, 440, 912, 551, 498, 291, 366, 516, 281, 4774, 257, 2593, 818, 293, 436, 366, 516, 281, 3346, 1424, 266, 7826, 428, 1315, 13, 1119, 309, 665, 30, 467, 1943, 380, 665, 13, 13463, 1062, 1029, 385, 11, 983, 382, 257, 5763, 10813, 286, 362, 281, 2500, 1589, 466, 11, 337, 1365, 11, 264, 15428, 420, 264, 16560, 295, 341, 3779, 5474, 30], "avg_logprob": -0.17212975300524547, "compression_ratio": 1.6363636363636365, "no_speech_prob": 0.0, "words": [{"start": 782.86, "end": 783.4, "word": " with", "probability": 0.5830078125}, {"start": 783.4, "end": 783.88, "word": " your", "probability": 0.89208984375}, {"start": 783.88, "end": 784.3, "word": " name", "probability": 0.896484375}, {"start": 784.3, "end": 785.04, "word": " written", "probability": 0.85205078125}, {"start": 785.04, "end": 786.44, "word": " inaccurately", "probability": 0.92724609375}, {"start": 786.44, "end": 786.88, "word": " or", "probability": 0.86181640625}, {"start": 786.88, "end": 787.5, "word": " incorrectly.", "probability": 0.90625}, {"start": 788.32, "end": 788.4, "word": " What", "probability": 0.79052734375}, {"start": 788.4, "end": 788.5, "word": " is", "probability": 0.86962890625}, {"start": 788.5, "end": 788.64, "word": " the", "probability": 0.83984375}, {"start": 788.64, "end": 788.86, "word": " impression", "probability": 0.87451171875}, {"start": 788.86, "end": 789.08, "word": " which", "probability": 0.5869140625}, {"start": 789.08, "end": 789.16, "word": " you", "probability": 0.92578125}, {"start": 789.16, "end": 789.24, "word": " are", "probability": 0.78369140625}, {"start": 789.24, "end": 789.36, "word": " going", "probability": 0.94677734375}, {"start": 789.36, "end": 789.44, "word": " to", "probability": 0.96826171875}, {"start": 789.44, "end": 789.6, "word": " have", "probability": 0.9443359375}, {"start": 789.6, "end": 789.86, "word": " about", "probability": 0.88134765625}, {"start": 789.86, "end": 790.04, "word": " this", "probability": 0.86279296875}, {"start": 790.04, "end": 790.2, "word": " sales", "probability": 0.74169921875}, {"start": 790.2, "end": 790.56, "word": " agency?", "probability": 0.94287109375}, {"start": 791.48, "end": 792.02, "word": " Very", "probability": 0.62451171875}, {"start": 792.02, "end": 792.4, "word": " bad.", "probability": 0.90625}, {"start": 793.44, "end": 793.76, "word": " The", "probability": 0.83740234375}, {"start": 793.76, "end": 794.04, "word": " same", "probability": 0.90234375}, {"start": 794.04, "end": 794.3, "word": " thing", "probability": 0.90576171875}, {"start": 794.3, "end": 794.46, "word": " if", "probability": 0.8525390625}, {"start": 794.46, "end": 794.54, "word": " you", "probability": 0.9462890625}, {"start": 794.54, "end": 794.64, "word": " are", "probability": 0.853515625}, {"start": 794.64, "end": 794.78, "word": " going", "probability": 0.9443359375}, {"start": 794.78, "end": 794.9, "word": " to", "probability": 0.97021484375}, {"start": 794.9, "end": 795.3, "word": " receive", "probability": 0.95361328125}, {"start": 795.3, "end": 795.48, "word": " a", "probability": 0.99462890625}, {"start": 795.48, "end": 795.66, "word": " phone", "probability": 0.9560546875}, {"start": 795.66, "end": 796.0, "word": " call", "probability": 0.9033203125}, {"start": 796.0, "end": 797.06, "word": " and", "probability": 0.74462890625}, {"start": 797.06, "end": 797.18, "word": " they", "probability": 0.890625}, {"start": 797.18, "end": 797.32, "word": " are", "probability": 0.91845703125}, {"start": 797.32, "end": 797.52, "word": " going", "probability": 0.94287109375}, {"start": 797.52, "end": 797.72, "word": " to", "probability": 0.97509765625}, {"start": 797.72, "end": 798.48, "word": " mispronounce", "probability": 0.979736328125}, {"start": 798.48, "end": 798.76, "word": " your", "probability": 0.8896484375}, {"start": 798.76, "end": 799.04, "word": " name.", "probability": 0.88671875}, {"start": 799.7, "end": 799.86, "word": " Is", "probability": 0.93994140625}, {"start": 799.86, "end": 799.98, "word": " it", "probability": 0.93798828125}, {"start": 799.98, "end": 800.24, "word": " good?", "probability": 0.92626953125}, {"start": 800.92, "end": 801.28, "word": " It", "probability": 0.413330078125}, {"start": 801.28, "end": 801.58, "word": " isn't", "probability": 0.8701171875}, {"start": 801.58, "end": 801.82, "word": " good.", "probability": 0.91943359375}, {"start": 802.98, "end": 803.52, "word": " Somebody", "probability": 0.85693359375}, {"start": 803.52, "end": 803.86, "word": " might", "probability": 0.75830078125}, {"start": 803.86, "end": 804.16, "word": " ask", "probability": 0.927734375}, {"start": 804.16, "end": 804.4, "word": " me,", "probability": 0.96240234375}, {"start": 804.52, "end": 804.84, "word": " why", "probability": 0.333740234375}, {"start": 804.84, "end": 805.2, "word": " as", "probability": 0.90869140625}, {"start": 805.2, "end": 805.34, "word": " a", "probability": 0.96044921875}, {"start": 805.34, "end": 805.86, "word": " salesperson", "probability": 0.783203125}, {"start": 805.86, "end": 806.06, "word": " I", "probability": 0.76953125}, {"start": 806.06, "end": 806.2, "word": " have", "probability": 0.93994140625}, {"start": 806.2, "end": 806.32, "word": " to", "probability": 0.96533203125}, {"start": 806.32, "end": 806.54, "word": " collect", "probability": 0.9111328125}, {"start": 806.54, "end": 807.18, "word": " information", "probability": 0.84130859375}, {"start": 807.18, "end": 807.6, "word": " about,", "probability": 0.845703125}, {"start": 807.72, "end": 807.8, "word": " for", "probability": 0.94482421875}, {"start": 807.8, "end": 808.16, "word": " example,", "probability": 0.97412109375}, {"start": 808.76, "end": 808.92, "word": " the", "probability": 0.8994140625}, {"start": 808.92, "end": 809.22, "word": " clubs", "probability": 0.9091796875}, {"start": 809.22, "end": 809.46, "word": " or", "probability": 0.93896484375}, {"start": 809.46, "end": 809.62, "word": " the", "probability": 0.90478515625}, {"start": 809.62, "end": 809.96, "word": " membership", "probability": 0.857421875}, {"start": 809.96, "end": 810.32, "word": " of", "probability": 0.96337890625}, {"start": 810.32, "end": 810.54, "word": " this", "probability": 0.9287109375}, {"start": 810.54, "end": 810.86, "word": " target", "probability": 0.9482421875}, {"start": 810.86, "end": 811.3, "word": " customer?", "probability": 0.7490234375}], "temperature": 1.0}, {"id": 30, "seek": 84037, "start": 813.47, "end": 840.37, "text": " Let's give another scenario. Imagine you are going to try to meet him in his organization or agency. After that, the secretary told you he or she is too busy. You went the second day in order to meet the same customer. You got the same response that the customer is a very busy person. So should we surrender or give it up? We can't hunt him or her. Where?", "tokens": [961, 311, 976, 1071, 9005, 13, 11739, 291, 366, 516, 281, 853, 281, 1677, 796, 294, 702, 4475, 420, 7934, 13, 2381, 300, 11, 264, 15691, 1907, 291, 415, 420, 750, 307, 886, 5856, 13, 509, 1437, 264, 1150, 786, 294, 1668, 281, 1677, 264, 912, 5474, 13, 509, 658, 264, 912, 4134, 300, 264, 5474, 307, 257, 588, 5856, 954, 13, 407, 820, 321, 22185, 420, 976, 309, 493, 30, 492, 393, 380, 12454, 796, 420, 720, 13, 2305, 30], "avg_logprob": -0.19969512067916917, "compression_ratio": 1.600896860986547, "no_speech_prob": 0.0, "words": [{"start": 813.47, "end": 813.81, "word": " Let's", "probability": 0.750732421875}, {"start": 813.81, "end": 813.95, "word": " give", "probability": 0.77587890625}, {"start": 813.95, "end": 814.21, "word": " another", "probability": 0.87939453125}, {"start": 814.21, "end": 814.69, "word": " scenario.", "probability": 0.80908203125}, {"start": 815.29, "end": 815.59, "word": " Imagine", "probability": 0.8291015625}, {"start": 815.59, "end": 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Because of this we are saying all these informations are very important.", "tokens": [440, 3190, 689, 415, 307, 516, 281, 352, 934, 264, 917, 295, 702, 1364, 786, 11, 689, 321, 366, 516, 281, 1677, 796, 420, 720, 11, 294, 264, 15428, 420, 264, 26597, 597, 366, 420, 597, 415, 575, 257, 16560, 294, 13, 1436, 295, 341, 321, 366, 1566, 439, 613, 38855, 366, 588, 1021, 13], "avg_logprob": -0.2082868292927742, "compression_ratio": 1.5766871165644172, "no_speech_prob": 0.0, "words": [{"start": 841.64, "end": 841.94, "word": " The", "probability": 0.484619140625}, {"start": 841.94, "end": 842.4, "word": " places", "probability": 0.896484375}, {"start": 842.4, "end": 843.22, "word": " where", "probability": 0.9140625}, {"start": 843.22, "end": 843.46, "word": " he", "probability": 0.91845703125}, {"start": 843.46, "end": 843.76, "word": " is", "probability": 0.86181640625}, {"start": 843.76, "end": 844.14, "word": " going", "probability": 0.94677734375}, {"start": 844.14, "end": 844.38, "word": " to", "probability": 0.95166015625}, {"start": 844.38, "end": 844.64, "word": " go", "probability": 0.94970703125}, {"start": 844.64, "end": 844.98, "word": " after", "probability": 0.79541015625}, {"start": 844.98, "end": 845.2, "word": " the", "probability": 0.8935546875}, {"start": 845.2, "end": 845.48, "word": " end", "probability": 0.9033203125}, {"start": 845.48, "end": 845.64, "word": " of", "probability": 0.96923828125}, {"start": 845.64, "end": 845.82, "word": " his", "probability": 0.9521484375}, {"start": 845.82, "end": 846.12, "word": " working", "probability": 0.92578125}, {"start": 846.12, "end": 846.42, "word": " day,", "probability": 0.9384765625}, {"start": 847.32, "end": 847.56, "word": " where", "probability": 0.8564453125}, {"start": 847.56, "end": 847.7, "word": " we", "probability": 0.83984375}, {"start": 847.7, "end": 847.8, "word": " are", "probability": 0.87744140625}, {"start": 847.8, "end": 847.98, "word": " going", "probability": 0.94677734375}, {"start": 847.98, "end": 848.12, "word": " to", "probability": 0.96826171875}, {"start": 848.12, "end": 848.28, "word": " meet", "probability": 0.966796875}, {"start": 848.28, "end": 848.42, "word": " him", "probability": 0.9306640625}, {"start": 848.42, "end": 848.54, "word": " or", "probability": 0.88330078125}, {"start": 848.54, "end": 848.74, "word": " her,", "probability": 0.96044921875}, {"start": 849.1, "end": 849.54, "word": " in", "probability": 0.86572265625}, {"start": 849.54, "end": 849.68, "word": " the", "probability": 0.88427734375}, {"start": 849.68, "end": 850.06, "word": " clubs", "probability": 0.90185546875}, {"start": 850.06, "end": 850.68, "word": " or", "probability": 0.78271484375}, {"start": 850.68, "end": 850.82, "word": " the", "probability": 0.693359375}, {"start": 850.82, "end": 851.5, "word": " associations", "probability": 0.91748046875}, {"start": 851.5, "end": 851.92, "word": " which", "probability": 0.69775390625}, {"start": 851.92, "end": 852.44, "word": " are", "probability": 0.90966796875}, {"start": 852.44, "end": 853.52, "word": " or", "probability": 0.6728515625}, {"start": 853.52, "end": 853.9, "word": " which", "probability": 0.93359375}, {"start": 853.9, "end": 854.76, "word": " he", "probability": 0.33251953125}, {"start": 854.76, "end": 857.08, "word": " has", "probability": 0.8779296875}, {"start": 857.08, "end": 857.2, "word": " a", "probability": 0.916015625}, {"start": 857.2, "end": 857.52, "word": " membership", "probability": 0.88037109375}, {"start": 857.52, "end": 857.9, "word": " in.", "probability": 0.837890625}, {"start": 859.38, "end": 859.84, "word": " Because", "probability": 0.73974609375}, {"start": 859.84, "end": 860.0, "word": " of", "probability": 0.96630859375}, {"start": 860.0, "end": 860.16, "word": " this", "probability": 0.931640625}, {"start": 860.16, "end": 860.28, "word": " we", "probability": 0.6220703125}, {"start": 860.28, "end": 860.4, "word": " are", "probability": 0.9248046875}, {"start": 860.4, "end": 860.76, "word": " saying", "probability": 0.91259765625}, {"start": 860.76, "end": 861.04, "word": " all", "probability": 0.66162109375}, {"start": 861.04, "end": 861.22, "word": " these", "probability": 0.6767578125}, {"start": 861.22, "end": 861.68, "word": " informations", "probability": 0.447509765625}, {"start": 861.68, "end": 862.02, "word": " are", "probability": 0.9375}, {"start": 862.02, "end": 862.26, "word": " very", "probability": 0.8525390625}, {"start": 862.26, "end": 862.62, "word": " important.", "probability": 0.87890625}], "temperature": 1.0}, {"id": 32, "seek": 88908, "start": 864.22, "end": 889.08, "text": " Go on. Not only is personal information important, but you should also review what you know or do not know about the client's organization. So, so far we are talking about info. So this information, they are subdivided to individual information about an individual customer. 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All these are questions you as a salesperson must have the answer for them before you will speak up with the customer. Third or fourth, who are the prominent executives and other key personnel? 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Of course. Also, do they have any previous experience with our company? In other words, a salesperson must know, have they ever dealt with us? If they dealt with us, was the feedback and experience positive or negative? Did it encounter any problems or troubles? Was the relationship or the transaction smooth and good? And so on. Also, what are the prospects for the future sales volume?", "tokens": [1119, 300, 558, 420, 406, 30, 2720, 1164, 13, 2743, 11, 360, 436, 362, 604, 3894, 1752, 365, 527, 2237, 30, 682, 661, 2283, 11, 257, 5763, 10813, 1633, 458, 11, 362, 436, 1562, 15991, 365, 505, 30, 759, 436, 15991, 365, 505, 11, 390, 264, 5824, 293, 1752, 3353, 420, 3671, 30, 2589, 309, 8593, 604, 2740, 420, 15379, 30, 3027, 264, 2480, 420, 264, 14425, 5508, 293, 665, 30, 400, 370, 322, 13, 2743, 11, 437, 366, 264, 32933, 337, 264, 2027, 5763, 5523, 30], "avg_logprob": -0.17302911254492673, "compression_ratio": 1.657258064516129, "no_speech_prob": 0.0, "words": [{"start": 1098.0, "end": 1098.26, "word": " Is", "probability": 0.568359375}, {"start": 1098.26, "end": 1098.42, "word": " that", "probability": 0.85986328125}, {"start": 1098.42, "end": 1098.64, "word": " right", "probability": 0.9091796875}, {"start": 1098.64, "end": 1098.76, "word": " or", "probability": 0.89404296875}, {"start": 1098.76, "end": 1099.0, 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who are classified to be non VIP customers and this is reminding us with our previous classes", "tokens": [293, 341, 307, 27639, 505, 365, 341, 1564, 797, 983, 321, 643, 281, 458, 264, 2744, 293, 983, 321, 643, 281, 458, 264, 5763, 5523, 420, 264, 5176, 5763, 5523, 293, 341, 307, 516, 281, 854, 505, 281, 13859, 527, 1065, 4581, 567, 366, 264, 10924, 2306, 293, 567, 366, 264, 2107, 10924, 2306, 567, 366, 20627, 281, 312, 29732, 4581, 293, 567, 366, 20627, 281, 312, 2107, 29732, 4581, 293, 341, 307, 27639, 505, 365, 527, 3894, 5359], "avg_logprob": -0.17949219197034835, "compression_ratio": 2.1666666666666665, "no_speech_prob": 0.0, "words": [{"start": 1128.72, "end": 1128.92, "word": " and", "probability": 0.115234375}, {"start": 1128.92, "end": 1129.06, "word": " this", "probability": 0.8828125}, {"start": 1129.06, "end": 1129.18, "word": " is", "probability": 0.81298828125}, {"start": 1129.18, "end": 1129.44, "word": " reminding", "probability": 0.88232421875}, {"start": 1129.44, 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{"start": 1156.62, "end": 1157.1, "word": " previous", "probability": 0.86279296875}, {"start": 1157.1, "end": 1158.02, "word": " classes", "probability": 0.859375}], "temperature": 1.0}, {"id": 42, "seek": 118619, "start": 1160.53, "end": 1186.19, "text": " Any questions or comments about this? Clear? Okay, go on. Now we are going to go to the third skill which is how a salesperson should master his skill of collecting information or data. 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Number two, salespeople. Somebody is going to say, who are the salespeople? The salespeople who are working inside this targeted company. Because each company has its own what? Salespeople team. Third,", "tokens": [286, 478, 516, 281, 12701, 264, 1412, 538, 3683, 7139, 420, 7139, 11, 3009, 2237, 7724, 13, 5118, 732, 11, 5763, 21123, 13, 13463, 307, 516, 281, 584, 11, 567, 366, 264, 5763, 21123, 30, 440, 5763, 21123, 567, 366, 1364, 1854, 341, 15045, 2237, 13, 1436, 1184, 2237, 575, 1080, 1065, 437, 30, 23467, 21123, 1469, 13, 12548, 11], "avg_logprob": -0.23283810889134643, "compression_ratio": 1.6055555555555556, "no_speech_prob": 0.0, "words": [{"start": 1187.22, "end": 1187.78, "word": " I'm", "probability": 0.602294921875}, {"start": 1187.78, "end": 1187.92, "word": " going", "probability": 0.94189453125}, {"start": 1187.92, "end": 1188.06, "word": " to", "probability": 0.96875}, {"start": 1188.06, "end": 1188.28, "word": " obtain", "probability": 0.87841796875}, {"start": 1188.28, "end": 1188.44, "word": " the", "probability": 0.775390625}, {"start": 1188.44, "end": 1188.7, "word": " data", "probability": 0.94287109375}, {"start": 1188.7, "end": 1189.46, "word": " by", "probability": 0.72265625}, {"start": 1189.46, "end": 1190.1, "word": " various", "probability": 0.927734375}, {"start": 1190.1, "end": 1190.58, "word": " sources", "probability": 0.7236328125}, {"start": 1190.58, "end": 1190.76, "word": " or", "probability": 0.61962890625}, {"start": 1190.76, "end": 1191.16, "word": " sources,", "probability": 0.84814453125}, {"start": 1191.88, "end": 1192.6, "word": " including", "probability": 0.8154296875}, {"start": 1192.6, "end": 1195.42, "word": " company", "probability": 0.775390625}, {"start": 1195.42, "end": 1195.88, "word": " records.", "probability": 0.88134765625}, {"start": 1197.88, "end": 1198.12, "word": " Number", "probability": 0.7890625}, {"start": 1198.12, "end": 1198.84, "word": " two,", "probability": 0.78857421875}, {"start": 1200.94, "end": 1201.44, "word": " salespeople.", "probability": 0.52978515625}, {"start": 1201.62, "end": 1201.88, "word": " Somebody", "probability": 0.7900390625}, {"start": 1201.88, "end": 1202.06, "word": " is", "probability": 0.496337890625}, {"start": 1202.06, "end": 1202.18, "word": " going", "probability": 0.93994140625}, {"start": 1202.18, "end": 1202.3, "word": " to", "probability": 0.96875}, {"start": 1202.3, "end": 1202.58, "word": " say,", "probability": 0.90185546875}, {"start": 1203.1, "end": 1203.2, "word": " who", "probability": 0.6083984375}, {"start": 1203.2, "end": 1203.34, "word": " are", "probability": 0.931640625}, {"start": 1203.34, "end": 1203.46, "word": " the", "probability": 0.8984375}, {"start": 1203.46, "end": 1203.84, "word": " salespeople?", "probability": 0.898681640625}, {"start": 1204.42, "end": 1205.18, "word": " The", "probability": 0.84375}, {"start": 1205.18, "end": 1205.9, "word": " salespeople", "probability": 0.927734375}, {"start": 1205.9, "end": 1206.18, "word": " who", "probability": 0.859375}, {"start": 1206.18, "end": 1206.38, "word": " are", "probability": 0.9345703125}, {"start": 1206.38, "end": 1206.84, "word": " working", "probability": 0.90234375}, {"start": 1206.84, "end": 1207.44, "word": " inside", "probability": 0.93701171875}, {"start": 1207.44, "end": 1207.82, "word": " this", "probability": 0.935546875}, {"start": 1207.82, "end": 1208.42, "word": " targeted", "probability": 0.93017578125}, {"start": 1208.42, "end": 1208.92, "word": " company.", "probability": 0.91552734375}, {"start": 1210.08, "end": 1210.36, "word": " Because", "probability": 0.91796875}, {"start": 1210.36, "end": 1210.58, "word": " each", "probability": 0.93798828125}, {"start": 1210.58, "end": 1210.88, "word": " company", "probability": 0.916015625}, {"start": 1210.88, "end": 1211.08, "word": " has", "probability": 0.94580078125}, {"start": 1211.08, "end": 1211.22, "word": " its", "probability": 0.876953125}, {"start": 1211.22, "end": 1211.42, "word": " own", "probability": 0.90283203125}, {"start": 1211.42, "end": 1211.62, "word": " what?", "probability": 0.66015625}, {"start": 1212.08, "end": 1212.84, "word": " Salespeople", "probability": 0.88330078125}, {"start": 1212.84, "end": 1213.22, "word": " team.", "probability": 0.91162109375}, {"start": 1214.14, "end": 1214.62, "word": " Third,", "probability": 0.8486328125}], "temperature": 1.0}, {"id": 44, "seek": 123853, "start": 1215.77, "end": 1238.53, "text": " Customer employees, a fourth source publishes information in the newspaper, in the media, in the TV. Fifth, observation of the respective business operations. Sixth, competitors. Seventh and the final one, and the company website.", "tokens": [37168, 6619, 11, 257, 6409, 4009, 11374, 279, 1589, 294, 264, 13669, 11, 294, 264, 3021, 11, 294, 264, 3558, 13, 33588, 11, 14816, 295, 264, 23649, 1606, 7705, 13, 11678, 392, 11, 18333, 13, 1100, 37439, 293, 264, 2572, 472, 11, 293, 264, 2237, 3144, 13], "avg_logprob": -0.25423177517950535, "compression_ratio": 1.4713375796178343, "no_speech_prob": 0.0, "words": [{"start": 1215.77, "end": 1216.27, "word": " Customer", "probability": 0.6630859375}, {"start": 1216.27, "end": 1216.87, "word": " employees,", "probability": 0.7734375}, {"start": 1218.69, "end": 1218.81, "word": " a", "probability": 0.8232421875}, {"start": 1218.81, "end": 1219.05, "word": " fourth", "probability": 0.84228515625}, {"start": 1219.05, "end": 1219.43, "word": " source", "probability": 0.83740234375}, {"start": 1219.43, "end": 1221.11, "word": " publishes", "probability": 0.4456787109375}, {"start": 1221.11, "end": 1221.65, "word": " information", "probability": 0.783203125}, {"start": 1221.65, "end": 1222.31, "word": " in", "probability": 0.79443359375}, {"start": 1222.31, "end": 1222.45, "word": " the", "probability": 0.7861328125}, {"start": 1222.45, "end": 1222.69, "word": " newspaper,", "probability": 0.70703125}, {"start": 1223.05, "end": 1223.15, "word": " in", "probability": 0.83251953125}, {"start": 1223.15, "end": 1223.29, "word": " the", "probability": 0.90283203125}, {"start": 1223.29, "end": 1223.57, "word": " media,", "probability": 0.9111328125}, {"start": 1223.67, "end": 1223.75, "word": " in", "probability": 0.8134765625}, {"start": 1223.75, "end": 1223.87, "word": " the", "probability": 0.87158203125}, {"start": 1223.87, "end": 1224.17, "word": " TV.", "probability": 0.904296875}, {"start": 1225.27, "end": 1225.65, "word": " Fifth,", "probability": 0.8994140625}, {"start": 1226.15, "end": 1226.87, "word": " observation", "probability": 0.72802734375}, {"start": 1226.87, "end": 1227.23, "word": " of", "probability": 0.9599609375}, {"start": 1227.23, "end": 1227.35, "word": " the", "probability": 0.67041015625}, {"start": 1227.35, "end": 1227.65, "word": " respective", "probability": 0.429443359375}, {"start": 1227.65, "end": 1228.09, "word": " business", "probability": 0.90576171875}, {"start": 1228.09, "end": 1228.67, "word": " operations.", "probability": 0.95068359375}, {"start": 1231.01, "end": 1231.71, "word": " Sixth,", "probability": 0.916259765625}, {"start": 1231.77, "end": 1233.11, "word": " competitors.", "probability": 0.9033203125}, {"start": 1234.57, "end": 1235.27, "word": " Seventh", "probability": 0.904296875}, {"start": 1235.27, "end": 1235.51, "word": " and", "probability": 0.60546875}, {"start": 1235.51, "end": 1235.63, "word": " the", "probability": 0.8916015625}, {"start": 1235.63, "end": 1235.89, "word": " final", "probability": 0.93603515625}, {"start": 1235.89, "end": 1236.23, "word": " one,", "probability": 0.9267578125}, {"start": 1236.45, "end": 1237.67, "word": " and", "probability": 0.701171875}, {"start": 1237.67, "end": 1237.95, "word": " the", "probability": 0.90283203125}, {"start": 1237.95, "end": 1238.23, "word": " company", "probability": 0.904296875}, {"start": 1238.23, "end": 1238.53, "word": " website.", "probability": 0.89208984375}], "temperature": 1.0}, {"id": 45, "seek": 126761, "start": 1240.68, "end": 1267.62, "text": " All these are potential resources by which I can gather data and information about the potential or the expected customer or client. Now, stop here. After I'm going to collect the information and the data, the salesperson will begin executing their own major work, which is sales. 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The successful salespeople, they are sales staff members who are able to achieve a very high volume of sales.", "tokens": [440, 5763, 21123, 486, 312, 6666, 666, 732, 10479, 11, 472, 295, 552, 307, 4926, 281, 312, 4406, 5763, 21123, 11, 1339, 264, 1150, 1594, 307, 4926, 420, 307, 7619, 281, 312, 1570, 4406, 5763, 21123, 13, 440, 4406, 5763, 21123, 11, 436, 366, 5763, 3525, 2679, 567, 366, 1075, 281, 4584, 257, 588, 1090, 5523, 295, 5763, 13], "avg_logprob": -0.19583333507180214, "compression_ratio": 1.7891566265060241, "no_speech_prob": 0.0, "words": [{"start": 1269.07, "end": 1269.43, "word": " The", "probability": 0.5888671875}, {"start": 1269.43, "end": 1270.07, "word": " salespeople", "probability": 0.696044921875}, {"start": 1270.07, "end": 1270.35, "word": " will", "probability": 0.85986328125}, {"start": 1270.35, "end": 1270.53, "word": " be", "probability": 0.94580078125}, {"start": 1270.53, "end": 1271.01, "word": " divided", "probability": 0.81005859375}, {"start": 1271.01, "end": 1271.41, "word": " into", "probability": 0.828125}, {"start": 1271.41, "end": 1271.73, "word": " two", "probability": 0.77587890625}, {"start": 1271.73, "end": 1272.35, "word": " categories,", "probability": 0.94873046875}, {"start": 1273.25, "end": 1273.45, "word": " one", "probability": 0.88720703125}, {"start": 1273.45, "end": 1273.63, "word": " of", "probability": 0.92041015625}, {"start": 1273.63, "end": 1273.81, "word": " them", "probability": 0.896484375}, {"start": 1273.81, "end": 1273.99, "word": " is", "probability": 0.93212890625}, {"start": 1273.99, "end": 1274.23, "word": " named", "probability": 0.89208984375}, {"start": 1274.23, "end": 1274.41, "word": " to", "probability": 0.9365234375}, {"start": 1274.41, "end": 1274.73, "word": " be", "probability": 0.947265625}, {"start": 1274.73, "end": 1275.67, "word": " successful", "probability": 0.689453125}, {"start": 1275.67, "end": 1276.39, "word": " salespeople,", "probability": 0.900146484375}, {"start": 1277.17, "end": 1277.65, "word": " while", "probability": 0.441650390625}, {"start": 1277.65, "end": 1277.75, "word": " the", "probability": 0.44384765625}, {"start": 1277.75, "end": 1277.89, "word": " second", "probability": 0.87890625}, {"start": 1277.89, "end": 1278.23, "word": " group", "probability": 0.97314453125}, {"start": 1278.23, "end": 1278.47, "word": " is", "probability": 0.9375}, {"start": 1278.47, "end": 1278.79, "word": " named", "probability": 0.89306640625}, {"start": 1278.79, "end": 1278.97, "word": " or", "probability": 0.66455078125}, {"start": 1278.97, "end": 1279.11, "word": " is", "probability": 0.80029296875}, {"start": 1279.11, "end": 1279.49, "word": " described", "probability": 0.884765625}, {"start": 1279.49, "end": 1279.71, "word": " to", "probability": 0.92138671875}, {"start": 1279.71, "end": 1279.87, "word": " be", "probability": 0.951171875}, {"start": 1279.87, "end": 1280.19, "word": " less", "probability": 0.91015625}, {"start": 1280.19, "end": 1280.81, "word": " successful", "probability": 0.845703125}, {"start": 1280.81, "end": 1281.79, "word": " salespeople.", "probability": 0.931884765625}, {"start": 1282.63, "end": 1283.11, "word": " The", "probability": 0.83642578125}, {"start": 1283.11, "end": 1283.61, "word": " successful", "probability": 0.8388671875}, {"start": 1283.61, "end": 1284.35, "word": " salespeople,", "probability": 0.94580078125}, {"start": 1285.27, "end": 1285.51, "word": " they", "probability": 0.84228515625}, {"start": 1285.51, "end": 1286.17, "word": " are", "probability": 0.93896484375}, {"start": 1286.17, "end": 1286.93, "word": " sales", "probability": 0.89404296875}, {"start": 1286.93, "end": 1287.53, "word": " staff", "probability": 0.85302734375}, {"start": 1287.53, "end": 1288.03, "word": " members", "probability": 0.7919921875}, {"start": 1288.03, "end": 1288.25, "word": " who", "probability": 0.85693359375}, {"start": 1288.25, "end": 1288.43, "word": " are", "probability": 0.94140625}, {"start": 1288.43, "end": 1288.75, "word": " able", "probability": 0.953125}, {"start": 1288.75, "end": 1288.99, "word": " to", "probability": 0.97119140625}, {"start": 1288.99, "end": 1289.41, "word": " achieve", "probability": 0.88330078125}, {"start": 1289.41, "end": 1289.71, "word": " a", "probability": 0.982421875}, {"start": 1289.71, "end": 1290.03, "word": " very", "probability": 0.83251953125}, {"start": 1290.03, "end": 1290.47, "word": " high", "probability": 0.91015625}, {"start": 1290.47, "end": 1290.95, "word": " volume", "probability": 0.93505859375}, {"start": 1290.95, "end": 1291.41, "word": " of", "probability": 0.96484375}, {"start": 1291.41, "end": 1291.71, "word": " sales.", "probability": 0.9287109375}], "temperature": 1.0}, {"id": 47, "seek": 132131, "start": 1293.23, "end": 1321.31, "text": " While the less successful salespeople, they are sales persons who are achieving intermediate or low level of sales volume. Now, successful salesperson or less successful sales persons or people. 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Let's begin comparing between the two categories. Successful salespeople are saying the research about the prospect should be in a very detailed way.", "tokens": [814, 366, 819, 294, 641, 1153, 6204, 11, 33512, 11, 7512, 11, 9029, 293, 370, 322, 13, 961, 311, 1841, 15763, 1296, 264, 732, 10479, 13, 23669, 906, 5763, 21123, 366, 1566, 264, 2132, 466, 264, 15005, 820, 312, 294, 257, 588, 9942, 636, 13], "avg_logprob": -0.24048913432204205, "compression_ratio": 1.4457831325301205, "no_speech_prob": 0.0, "words": [{"start": 1322.91, "end": 1323.25, "word": " They", "probability": 0.54736328125}, {"start": 1323.25, "end": 1323.73, "word": " are", "probability": 0.89892578125}, {"start": 1323.73, "end": 1324.27, "word": " different", "probability": 0.88623046875}, {"start": 1324.27, "end": 1324.59, "word": " in", "probability": 0.93701171875}, {"start": 1324.59, "end": 1324.93, "word": " their", "probability": 0.951171875}, {"start": 1324.93, "end": 1325.61, "word": " ideologies,", "probability": 0.9697265625}, {"start": 1326.35, "end": 1327.07, "word": " concentrations,", "probability": 0.734375}, {"start": 1327.85, "end": 1328.57, "word": " techniques,", "probability": 0.8798828125}, {"start": 1329.13, "end": 1329.51, "word": " strategies", "probability": 0.8193359375}, {"start": 1329.51, "end": 1329.87, "word": " and", "probability": 0.54443359375}, {"start": 1329.87, "end": 1330.07, "word": " so", "probability": 0.9404296875}, {"start": 1330.07, "end": 1330.43, "word": " on.", "probability": 0.947265625}, {"start": 1333.29, "end": 1334.25, "word": " Let's", "probability": 0.589599609375}, {"start": 1334.25, "end": 1334.55, "word": " begin", "probability": 0.6806640625}, {"start": 1334.55, "end": 1335.17, "word": " comparing", "probability": 0.84765625}, {"start": 1335.17, "end": 1335.51, "word": " between", "probability": 0.79248046875}, {"start": 1335.51, "end": 1335.65, "word": " the", "probability": 0.8046875}, {"start": 1335.65, "end": 1335.77, "word": " two", "probability": 0.8369140625}, {"start": 1335.77, "end": 1336.23, "word": " categories.", "probability": 0.93896484375}, {"start": 1337.33, "end": 1338.17, "word": " Successful", "probability": 0.68896484375}, {"start": 1338.17, "end": 1338.73, "word": " salespeople", "probability": 0.79345703125}, {"start": 1338.73, "end": 1340.29, "word": " are", "probability": 0.29736328125}, {"start": 1340.29, "end": 1340.81, "word": " saying", "probability": 0.89794921875}, {"start": 1340.81, "end": 1341.81, "word": " the", "probability": 0.432373046875}, {"start": 1341.81, "end": 1342.49, "word": " research", "probability": 0.953125}, {"start": 1342.49, "end": 1343.05, "word": " about", "probability": 0.86279296875}, {"start": 1343.05, "end": 1343.33, "word": " the", "probability": 0.77490234375}, {"start": 1343.33, "end": 1343.77, "word": " prospect", "probability": 0.78515625}, {"start": 1343.77, "end": 1344.29, "word": " should", "probability": 0.9619140625}, {"start": 1344.29, "end": 1344.81, "word": " be", "probability": 0.9482421875}, {"start": 1344.81, "end": 1345.25, "word": " in", "probability": 0.74462890625}, {"start": 1345.25, "end": 1345.51, "word": " a", "probability": 0.9619140625}, {"start": 1345.51, "end": 1345.79, "word": " very", "probability": 0.7900390625}, {"start": 1345.79, "end": 1346.45, "word": " detailed", "probability": 0.83203125}, {"start": 1346.45, "end": 1346.93, "word": " way.", "probability": 0.953125}], "temperature": 1.0}, {"id": 49, "seek": 137493, "start": 1348.29, "end": 1374.93, "text": " In other words, we have to collect information and data about the prospect as much as we can. While a less successful sales people, they are saying let's collect the minimum or a little level of information about the prospect. So the data here is huge and more than there. This is one difference.", "tokens": [682, 661, 2283, 11, 321, 362, 281, 2500, 1589, 293, 1412, 466, 264, 15005, 382, 709, 382, 321, 393, 13, 3987, 257, 1570, 4406, 5763, 561, 11, 436, 366, 1566, 718, 311, 2500, 264, 7285, 420, 257, 707, 1496, 295, 1589, 466, 264, 15005, 13, 407, 264, 1412, 510, 307, 2603, 293, 544, 813, 456, 13, 639, 307, 472, 2649, 13], "avg_logprob": -0.1916582593994756, "compression_ratio": 1.588235294117647, "no_speech_prob": 0.0, "words": [{"start": 1348.29, "end": 1348.55, "word": " In", "probability": 0.80419921875}, {"start": 1348.55, "end": 1348.85, "word": " other", "probability": 0.8876953125}, {"start": 1348.85, "end": 1349.35, "word": " words,", "probability": 0.892578125}, {"start": 1349.99, "end": 1350.09, "word": " we", "probability": 0.9296875}, {"start": 1350.09, "end": 1350.29, "word": " have", "probability": 0.83056640625}, {"start": 1350.29, "end": 1350.47, "word": " to", "probability": 0.97021484375}, {"start": 1350.47, "end": 1350.97, "word": " 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Successful salespeople, they are using referrals for prospecting. 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While the less successful sales people, they are using just the records and the lists to collect data about the prospects. 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In other words, they were not hiring enough agents for them. They were satisfied by dependent on technology and internet spying. That's it. Because of this, they failed. Since that accident, American strategy of collecting information and data, it changed completely.", "tokens": [2665, 7599, 994, 380, 5672, 322, 13519, 1589, 490, 14453, 13, 682, 661, 2283, 11, 436, 645, 406, 15335, 1547, 12554, 337, 552, 13, 814, 645, 11239, 538, 12334, 322, 2899, 293, 4705, 637, 1840, 13, 663, 311, 309, 13, 1436, 295, 341, 11, 436, 7612, 13, 4162, 300, 6398, 11, 2665, 5206, 295, 12510, 1589, 293, 1412, 11, 309, 3105, 2584, 13], "avg_logprob": -0.15222168574109674, "compression_ratio": 1.5953488372093023, "no_speech_prob": 0.0, "words": [{"start": 1477.54, "end": 1478.12, "word": " American", "probability": 0.7685546875}, {"start": 1478.12, "end": 1478.78, "word": " intelligence", "probability": 0.8095703125}, {"start": 1478.78, "end": 1479.28, "word": " didn't", "probability": 0.847412109375}, {"start": 1479.28, "end": 1479.76, "word": " depend", "probability": 0.9169921875}, {"start": 1479.76, "end": 1480.16, "word": " on", "probability": 0.9541015625}, {"start": 1480.16, "end": 1480.58, "word": " gathering", "probability": 0.8271484375}, {"start": 1480.58, "end": 1481.16, "word": " information", "probability": 0.83642578125}, {"start": 1481.16, "end": 1481.6, "word": " from", "probability": 0.890625}, {"start": 1481.6, "end": 1482.92, "word": " persons.", "probability": 0.77392578125}, {"start": 1484.88, "end": 1485.06, "word": " In", "probability": 0.888671875}, {"start": 1485.06, "end": 1485.32, "word": " other", "probability": 0.89208984375}, {"start": 1485.32, "end": 1485.66, "word": " words,", "probability": 0.87451171875}, {"start": 1485.8, "end": 1485.9, "word": " they", "probability": 0.88037109375}, {"start": 1485.9, "end": 1486.08, "word": " were", "probability": 0.78857421875}, {"start": 1486.08, "end": 1486.3, "word": " not", "probability": 0.94287109375}, {"start": 1486.3, "end": 1486.7, "word": " hiring", "probability": 0.9638671875}, {"start": 1486.7, "end": 1487.16, "word": " enough", "probability": 0.8818359375}, {"start": 1487.16, "end": 1487.6, "word": " agents", "probability": 0.9072265625}, {"start": 1487.6, "end": 1487.78, "word": " for", "probability": 0.93408203125}, {"start": 1487.78, "end": 1488.02, "word": " them.", "probability": 0.90234375}, {"start": 1489.04, "end": 1489.32, "word": " They", "probability": 0.79150390625}, {"start": 1489.32, "end": 1489.54, "word": " were", "probability": 0.9091796875}, {"start": 1489.54, "end": 1490.14, "word": " satisfied", "probability": 0.92041015625}, {"start": 1490.14, "end": 1490.42, "word": " by", "probability": 0.92724609375}, {"start": 1490.42, "end": 1490.82, "word": " dependent", "probability": 0.71533203125}, {"start": 1490.82, "end": 1491.4, "word": " on", "probability": 0.869140625}, {"start": 1491.4, "end": 1492.76, "word": " technology", "probability": 0.91455078125}, {"start": 1492.76, "end": 1493.06, "word": " and", "probability": 0.91943359375}, {"start": 1493.06, "end": 1493.46, "word": " internet", "probability": 0.7724609375}, {"start": 1493.46, "end": 1493.94, "word": " spying.", "probability": 0.900634765625}, {"start": 1494.1, "end": 1494.24, "word": " That's", "probability": 0.845458984375}, {"start": 1494.24, "end": 1494.48, "word": " it.", "probability": 0.95361328125}, {"start": 1495.44, "end": 1495.84, "word": " Because", "probability": 0.9013671875}, {"start": 1495.84, "end": 1496.02, "word": " of", "probability": 0.96923828125}, {"start": 1496.02, "end": 1496.28, "word": " this,", "probability": 0.935546875}, {"start": 1496.62, "end": 1496.76, "word": " they", "probability": 0.8916015625}, {"start": 1496.76, "end": 1498.22, "word": " failed.", "probability": 0.8125}, {"start": 1499.58, "end": 1500.0, "word": " Since", "probability": 0.8310546875}, {"start": 1500.0, "end": 1500.38, "word": " that", "probability": 0.93994140625}, {"start": 1500.38, "end": 1500.88, "word": " accident,", "probability": 0.90380859375}, {"start": 1501.76, "end": 1502.2, "word": " American", "probability": 0.83251953125}, {"start": 1502.2, "end": 1502.74, "word": " strategy", "probability": 0.888671875}, {"start": 1502.74, "end": 1503.06, "word": " of", "probability": 0.96728515625}, {"start": 1503.06, "end": 1503.44, "word": " collecting", "probability": 0.8935546875}, {"start": 1503.44, "end": 1504.0, "word": " information", "probability": 0.8427734375}, {"start": 1504.0, "end": 1504.24, "word": " and", "probability": 0.939453125}, {"start": 1504.24, "end": 1504.54, "word": " data,", "probability": 0.93017578125}, {"start": 1504.94, "end": 1505.12, "word": " it", "probability": 0.90869140625}, {"start": 1505.12, "end": 1505.44, "word": " changed", "probability": 0.884765625}, {"start": 1505.44, "end": 1505.98, "word": " completely.", "probability": 0.7490234375}], "temperature": 1.0}, {"id": 55, "seek": 153346, "start": 1506.86, "end": 1533.46, "text": " Now they are striving and doing their own best to increase the number of human agents who can provide them with the maximum amount of information or data. The same thing here. The successful salespeople are not satisfied by the records and lists, but also they are collecting information from referrals. The word referral, we defined it before. What is it?", "tokens": [823, 436, 366, 36582, 293, 884, 641, 1065, 1151, 281, 3488, 264, 1230, 295, 1952, 12554, 567, 393, 2893, 552, 365, 264, 6674, 2372, 295, 1589, 420, 1412, 13, 440, 912, 551, 510, 13, 440, 4406, 5763, 21123, 366, 406, 11239, 538, 264, 7724, 293, 14511, 11, 457, 611, 436, 366, 12510, 1589, 490, 47444, 13, 440, 1349, 33494, 11, 321, 7642, 309, 949, 13, 708, 307, 309, 30], "avg_logprob": -0.2473214430468423, "compression_ratio": 1.6227272727272728, "no_speech_prob": 0.0, "words": [{"start": 1506.8600000000001, "end": 1507.48, "word": " Now", "probability": 0.34521484375}, {"start": 1507.48, "end": 1507.8, "word": " they", "probability": 0.69482421875}, {"start": 1507.8, "end": 1508.14, "word": " are", "probability": 0.8984375}, {"start": 1508.14, "end": 1508.72, "word": " striving", "probability": 0.8310546875}, {"start": 1508.72, "end": 1509.16, "word": " and", "probability": 0.86083984375}, {"start": 1509.16, "end": 1509.46, "word": " doing", "probability": 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When we are saying dealt, it might be working with or lived with or friendship relationship. So this referral knows exactly how the prospect or the customer is thinking and behaving and acting.", "tokens": [316, 954, 567, 307, 1217, 15991, 365, 264, 3995, 15005, 13, 1133, 321, 366, 1566, 15991, 11, 309, 1062, 312, 1364, 365, 420, 5152, 365, 420, 13216, 2480, 13, 407, 341, 33494, 3255, 2293, 577, 264, 15005, 420, 264, 5474, 307, 1953, 293, 35263, 293, 6577, 13], "avg_logprob": -0.19612630332509676, "compression_ratio": 1.505952380952381, "no_speech_prob": 0.0, "words": [{"start": 1535.04, "end": 1535.8, "word": " A", "probability": 0.4091796875}, {"start": 1535.8, "end": 1536.28, "word": " person", "probability": 0.89697265625}, {"start": 1536.28, "end": 1536.6, "word": " who", "probability": 0.892578125}, {"start": 1536.6, "end": 1536.82, "word": " is", "probability": 0.615234375}, {"start": 1536.82, "end": 1537.24, "word": " already", "probability": 0.9404296875}, {"start": 1537.24, "end": 1537.6, "word": " dealt", "probability": 0.90087890625}, {"start": 1537.6, "end": 1538.04, "word": " with", "probability": 0.90966796875}, {"start": 1538.04, "end": 1538.88, "word": " the", "probability": 0.65576171875}, {"start": 1538.88, "end": 1539.28, "word": " potential", "probability": 0.94775390625}, {"start": 1539.28, "end": 1539.64, "word": " prospect.", "probability": 0.94091796875}, {"start": 1541.44, "end": 1542.2, "word": " When", "probability": 0.8154296875}, {"start": 1542.2, "end": 1542.3, "word": " we", "probability": 0.94775390625}, {"start": 1542.3, "end": 1542.44, "word": " are", "probability": 0.79150390625}, {"start": 1542.44, "end": 1542.74, "word": " saying", "probability": 0.9208984375}, {"start": 1542.74, "end": 1543.18, "word": " dealt,", "probability": 0.71142578125}, {"start": 1543.68, "end": 1543.94, "word": " it", "probability": 0.935546875}, {"start": 1543.94, "end": 1544.16, "word": " might", "probability": 0.875}, {"start": 1544.16, "end": 1544.4, "word": " be", "probability": 0.87744140625}, {"start": 1544.4, "end": 1544.78, "word": " working", "probability": 0.8818359375}, {"start": 1544.78, "end": 1545.24, "word": " with", "probability": 0.8974609375}, {"start": 1545.24, "end": 1545.74, "word": " or", "probability": 0.685546875}, {"start": 1545.74, "end": 1546.56, "word": " lived", "probability": 0.8056640625}, {"start": 1546.56, "end": 1546.92, "word": " with", "probability": 0.8974609375}, {"start": 1546.92, "end": 1547.4, "word": " or", "probability": 0.90380859375}, {"start": 1547.4, "end": 1548.9, "word": " friendship", "probability": 0.568359375}, {"start": 1548.9, "end": 1549.88, "word": " relationship.", "probability": 0.54638671875}, {"start": 1552.5, "end": 1552.84, "word": " So", "probability": 0.9091796875}, {"start": 1552.84, "end": 1553.08, "word": " this", "probability": 0.7490234375}, {"start": 1553.08, "end": 1553.36, "word": " referral", "probability": 0.64892578125}, {"start": 1553.36, "end": 1553.8, "word": " knows", "probability": 0.82666015625}, {"start": 1553.8, "end": 1554.36, "word": " exactly", "probability": 0.87255859375}, {"start": 1554.36, "end": 1555.24, "word": " how", "probability": 0.8740234375}, {"start": 1555.24, "end": 1555.54, "word": " the", "probability": 0.91845703125}, {"start": 1555.54, "end": 1555.9, "word": " prospect", "probability": 0.94921875}, {"start": 1555.9, "end": 1556.22, "word": " or", "probability": 0.9423828125}, {"start": 1556.22, "end": 1556.36, "word": " the", "probability": 0.869140625}, {"start": 1556.36, "end": 1556.72, "word": " customer", "probability": 0.771484375}, {"start": 1556.72, "end": 1557.42, "word": " is", "probability": 0.94140625}, {"start": 1557.42, "end": 1557.9, "word": " thinking", "probability": 0.8857421875}, {"start": 1557.9, "end": 1558.26, "word": " and", "probability": 0.8671875}, {"start": 1558.26, "end": 1558.74, "word": " behaving", "probability": 0.912109375}, {"start": 1558.74, "end": 1559.1, "word": " and", "probability": 0.93359375}, {"start": 1559.1, "end": 1559.44, "word": " acting.", "probability": 0.94384765625}], "temperature": 1.0}, {"id": 57, "seek": 158952, "start": 1561.44, "end": 1589.52, "text": " Now, the third difference between the two categories is the following. Successful salespeople, they are beginning their business or their sales business by asking questions. While the less successful salespeople, they are beginning or working with the sales by opening a product statement. Our product is enjoying the following, its price, specifications and so on.", "tokens": [823, 11, 264, 2636, 2649, 1296, 264, 732, 10479, 307, 264, 3480, 13, 23669, 906, 5763, 21123, 11, 436, 366, 2863, 641, 1606, 420, 641, 5763, 1606, 538, 3365, 1651, 13, 3987, 264, 1570, 4406, 5763, 21123, 11, 436, 366, 2863, 420, 1364, 365, 264, 5763, 538, 5193, 257, 1674, 5629, 13, 2621, 1674, 307, 9929, 264, 3480, 11, 1080, 3218, 11, 29448, 293, 370, 322, 13], "avg_logprob": -0.1800321684602429, "compression_ratio": 1.83, "no_speech_prob": 0.0, "words": [{"start": 1561.44, "end": 1561.86, "word": " Now,", "probability": 0.76416015625}, {"start": 1562.18, "end": 1562.48, "word": " the", "probability": 0.85693359375}, {"start": 1562.48, "end": 1562.8, "word": " third", "probability": 0.8994140625}, {"start": 1562.8, "end": 1563.2, "word": " difference", "probability": 0.87109375}, {"start": 1563.2, "end": 1563.46, "word": " between", "probability": 0.87841796875}, {"start": 1563.46, "end": 1563.64, 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They are asking questions because they would like to identify the customer needs. Why they would like to identify first the customer needs? So that they can satisfy this need. They would like to satisfy this need.", "tokens": [13463, 307, 516, 281, 584, 11, 983, 264, 4406, 5763, 561, 366, 3365, 1651, 30, 814, 366, 3365, 1651, 570, 436, 576, 411, 281, 5876, 264, 5474, 2203, 13, 1545, 436, 576, 411, 281, 5876, 700, 264, 5474, 2203, 30, 407, 300, 436, 393, 19319, 341, 643, 13, 814, 576, 411, 281, 19319, 341, 643, 13], "avg_logprob": -0.24232455931211772, "compression_ratio": 1.8846153846153846, "no_speech_prob": 0.0, "words": [{"start": 1591.19, "end": 1591.73, "word": " Somebody", "probability": 0.480224609375}, {"start": 1591.73, "end": 1591.93, "word": " is", "probability": 0.6865234375}, {"start": 1591.93, "end": 1592.07, "word": " going", "probability": 0.93310546875}, {"start": 1592.07, "end": 1592.25, "word": " to", "probability": 0.97216796875}, {"start": 1592.25, "end": 1592.53, "word": " say,", "probability": 0.7685546875}, {"start": 1592.81, "end": 1593.13, "word": " why", "probability": 0.54638671875}, {"start": 1593.13, "end": 1593.33, "word": " the", "probability": 0.5556640625}, {"start": 1593.33, "end": 1593.75, "word": " successful", "probability": 0.88134765625}, {"start": 1593.75, "end": 1594.09, "word": " sales", "probability": 0.95361328125}, {"start": 1594.09, "end": 1594.33, "word": " people", "probability": 0.5625}, {"start": 1594.33, "end": 1594.63, "word": " are", "probability": 0.47509765625}, {"start": 1594.63, "end": 1594.91, "word": " asking", "probability": 0.88916015625}, {"start": 1594.91, "end": 1595.37, "word": " questions?", "probability": 0.5791015625}, {"start": 1595.65, "end": 1596.01, "word": " They", "probability": 0.62890625}, {"start": 1596.01, "end": 1596.19, "word": " are", "probability": 0.876953125}, {"start": 1596.19, "end": 1596.51, "word": " asking", "probability": 0.90478515625}, {"start": 1596.51, "end": 1596.89, "word": " questions", "probability": 0.87109375}, {"start": 1596.89, "end": 1597.15, "word": " because", "probability": 0.87158203125}, {"start": 1597.15, "end": 1597.31, "word": " they", "probability": 0.89453125}, {"start": 1597.31, "end": 1597.45, "word": " would", "probability": 0.90380859375}, {"start": 1597.45, "end": 1597.63, "word": " like", "probability": 0.935546875}, {"start": 1597.63, "end": 1597.75, "word": " to", "probability": 0.97021484375}, {"start": 1597.75, "end": 1598.39, "word": " identify", "probability": 0.923828125}, {"start": 1598.39, "end": 1601.55, "word": " the", "probability": 0.427001953125}, {"start": 1601.55, "end": 1601.91, "word": " customer", "probability": 0.72021484375}, {"start": 1601.91, "end": 1602.39, "word": " needs.", "probability": 0.8046875}, {"start": 1603.15, "end": 1603.75, "word": " Why", "probability": 0.36572265625}, {"start": 1603.75, "end": 1603.99, "word": " they", "probability": 0.70068359375}, {"start": 1603.99, "end": 1604.13, "word": " would", "probability": 0.89599609375}, {"start": 1604.13, "end": 1604.37, "word": " like", "probability": 0.927734375}, {"start": 1604.37, "end": 1604.51, "word": " to", "probability": 0.96728515625}, {"start": 1604.51, "end": 1604.93, "word": " identify", "probability": 0.91748046875}, {"start": 1604.93, "end": 1605.37, "word": " first", "probability": 0.8359375}, {"start": 1605.37, "end": 1605.57, "word": " the", "probability": 0.8671875}, {"start": 1605.57, "end": 1605.81, "word": " customer", "probability": 0.7919921875}, {"start": 1605.81, "end": 1606.23, "word": " needs?", "probability": 0.86279296875}, {"start": 1606.47, "end": 1606.77, "word": " So", "probability": 0.89892578125}, {"start": 1606.77, "end": 1607.11, "word": " that", "probability": 0.8974609375}, {"start": 1607.11, "end": 1607.31, "word": " they", "probability": 0.89111328125}, {"start": 1607.31, "end": 1607.81, "word": " can", "probability": 0.92431640625}, {"start": 1607.81, "end": 1610.59, "word": " satisfy", "probability": 0.87353515625}, {"start": 1610.59, "end": 1611.07, "word": " this", "probability": 0.85693359375}, {"start": 1611.07, "end": 1611.35, "word": " need.", "probability": 0.90673828125}, {"start": 1612.81, "end": 1613.41, "word": " They", "probability": 0.75634765625}, {"start": 1613.41, "end": 1613.61, "word": " would", "probability": 0.93212890625}, {"start": 1613.61, "end": 1613.85, "word": " like", "probability": 0.9345703125}, {"start": 1613.85, "end": 1614.09, "word": " to", "probability": 0.9697265625}, {"start": 1614.09, "end": 1614.57, "word": " satisfy", "probability": 0.8896484375}, {"start": 1614.57, "end": 1615.57, "word": " this", "probability": 0.9443359375}, {"start": 1615.57, "end": 1615.87, "word": " need.", "probability": 0.9345703125}], "temperature": 1.0}, {"id": 59, "seek": 164389, "start": 1617.41, "end": 1643.89, "text": " And so let the prospect make a purchase decision. If we are going to help our prospect to satisfy his need and we are going to show him or her that we are able to satisfy his need, then give him the freedom or give her the freedom to take her decision of purchasing. Don't be an intruder. 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They are exercising a pressure on the backs of the prospects. They are trying to pressurize them to force them to buy their products. But here, we are giving space and time. Any question or comments about this? This is very important.", "tokens": [682, 661, 2283, 11, 264, 1570, 4406, 5763, 21123, 11, 436, 1643, 281, 312, 257, 17096, 3249, 954, 13, 814, 366, 27272, 257, 3321, 322, 264, 19513, 295, 264, 32933, 13, 814, 366, 1382, 281, 1886, 374, 1125, 552, 281, 3464, 552, 281, 2256, 641, 3383, 13, 583, 510, 11, 321, 366, 2902, 1901, 293, 565, 13, 2639, 1168, 420, 3053, 466, 341, 30, 639, 307, 588, 1021, 13], "avg_logprob": -0.1883928562913622, "compression_ratio": 1.5588235294117647, "no_speech_prob": 0.0, "words": [{"start": 1763.52, "end": 1763.7, "word": " In", "probability": 0.81982421875}, {"start": 1763.7, "end": 1763.9, "word": " other", "probability": 0.890625}, {"start": 1763.9, "end": 1764.4, "word": " words,", "probability": 0.8828125}, {"start": 1766.2, "end": 1766.36, "word": " the", "probability": 0.81494140625}, {"start": 1766.36, "end": 1766.56, "word": " less", "probability": 0.88330078125}, {"start": 1766.56, "end": 1766.98, "word": " successful", "probability": 0.8291015625}, 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very", "probability": 0.84716796875}, {"start": 1791.48, "end": 1791.84, "word": " important.", "probability": 0.8671875}], "temperature": 1.0}, {"id": 65, "seek": 180298, "start": 1792.88, "end": 1802.98, "text": " Very very important Any question about the successful sales people and the less successful? Clear? 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As we said, rehearsal can be re-expressed by answering this question, what I'm going to say to the customer or prospect. 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So that we are not going to be surprised while we are talking with them or meeting with them. So here we are going to provide you with a sample of the questions which you might be asked by the customer. So a customer might ask you, what are you selling? 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Why do I need the product or the service which you are trying to sell it to me? A third question, who is your company? Give me information about it. 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Fifth, who else is using it? Who are the other prospects or the customers who are dealing with you? And are they satisfied? What kind of a person are you? Also, how does your solution compare to alternatives? Is the price competitive or not? Why do I need it now? Your record for support and service. 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So all these questions they might be raised for you as a salesperson by prospect or the customer. You should plan for answering all of them in a confidential way. Otherwise,", "tokens": [7214, 11, 13260, 11, 1524, 12, 1010, 11, 5474, 2643, 293, 370, 322, 13, 407, 439, 613, 1651, 436, 1062, 312, 6005, 337, 291, 382, 257, 5763, 10813, 538, 15005, 420, 264, 5474, 13, 509, 820, 1393, 337, 13430, 439, 295, 552, 294, 257, 27054, 636, 13, 10328, 11], "avg_logprob": -0.2245312488079071, "compression_ratio": 1.4337349397590362, "no_speech_prob": 0.0, "words": [{"start": 1957.15, "end": 1957.95, "word": " insurance,", "probability": 0.55029296875}, {"start": 1958.61, "end": 1959.19, "word": " installation,", "probability": 0.79541015625}, {"start": 1959.85, "end": 1960.03, "word": " follow", "probability": 0.63671875}, {"start": 1960.03, "end": 1960.33, "word": "-up,", "probability": 0.755126953125}, {"start": 1960.71, "end": 1960.95, "word": " customer", "probability": 0.74853515625}, {"start": 1960.95, "end": 1961.53, "word": " service", "probability": 0.88525390625}, {"start": 1961.53, "end": 1961.73, "word": " and", "probability": 0.63525390625}, {"start": 1961.73, "end": 1961.87, "word": " so", "probability": 0.94091796875}, {"start": 1961.87, "end": 1962.13, "word": " on.", "probability": 0.94677734375}, {"start": 1963.53, "end": 1963.69, "word": " So", "probability": 0.77197265625}, {"start": 1963.69, "end": 1964.17, "word": " all", "probability": 0.64453125}, {"start": 1964.17, "end": 1964.45, "word": " these", "probability": 0.8466796875}, {"start": 1964.45, "end": 1965.11, "word": " questions", "probability": 0.94775390625}, {"start": 1965.11, "end": 1965.71, "word": " they", "probability": 0.434814453125}, {"start": 1965.71, "end": 1966.13, "word": " might", "probability": 0.884765625}, {"start": 1966.13, "end": 1966.35, "word": " be", "probability": 0.94287109375}, {"start": 1966.35, "end": 1966.83, "word": " raised", "probability": 0.92529296875}, {"start": 1966.83, "end": 1968.47, "word": " for", "probability": 0.86083984375}, {"start": 1968.47, "end": 1968.69, "word": " you", "probability": 0.962890625}, {"start": 1968.69, "end": 1968.91, "word": " as", "probability": 0.955078125}, {"start": 1968.91, "end": 1969.03, "word": " a", "probability": 0.82373046875}, {"start": 1969.03, "end": 1969.59, "word": " salesperson", "probability": 0.831787109375}, {"start": 1969.59, "end": 1970.23, "word": " by", "probability": 0.88671875}, {"start": 1970.23, "end": 1971.37, "word": " prospect", "probability": 0.427734375}, {"start": 1971.37, "end": 1971.77, "word": " or", "probability": 0.9345703125}, {"start": 1971.77, "end": 1971.89, "word": " the", "probability": 0.8603515625}, {"start": 1971.89, "end": 1972.27, "word": " customer.", "probability": 0.7509765625}, {"start": 1973.23, "end": 1973.39, "word": " You", "probability": 0.76904296875}, {"start": 1973.39, "end": 1973.81, "word": " should", "probability": 0.9697265625}, {"start": 1973.81, "end": 1974.59, "word": " plan", "probability": 0.9677734375}, {"start": 1974.59, "end": 1974.89, "word": " for", "probability": 0.9228515625}, {"start": 1974.89, "end": 1975.39, "word": " answering", "probability": 0.9521484375}, {"start": 1975.39, "end": 1975.67, "word": " all", "probability": 0.92236328125}, {"start": 1975.67, "end": 1975.81, "word": " of", "probability": 0.96923828125}, {"start": 1975.81, "end": 1976.03, "word": " them", "probability": 0.87548828125}, {"start": 1976.03, "end": 1977.13, "word": " in", "probability": 0.90869140625}, {"start": 1977.13, "end": 1977.43, "word": " a", "probability": 0.9931640625}, {"start": 1977.43, "end": 1977.97, "word": " confidential", "probability": 0.93896484375}, {"start": 1977.97, "end": 1978.67, "word": " way.", "probability": 0.953125}, {"start": 1979.01, "end": 1979.35, "word": " Otherwise,", "probability": 0.90478515625}], "temperature": 1.0}, {"id": 73, "seek": 200957, "start": 1981.89, "end": 2009.57, "text": " your probability of striking successful business transaction will go down. Any question or comments about this? Any question or comments? Okay, now, next time we are going to begin with the second phase which is, so let's sum up. To prepare ourselves for the pre-interaction, we should do four things. What are these? 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Which means training, how we will deliver our sales message to customers. Any questions or comments about this? After we finished and prepared ourselves, then next time we will begin our actual interaction. Any questions or comments? Thank you very much, see you next time.", "tokens": [15357, 14781, 11, 15357, 39841, 278, 11, 1300, 675, 685, 304, 13, 3013, 1355, 3097, 11, 577, 321, 486, 4239, 527, 5763, 3636, 281, 4581, 13, 2639, 1651, 420, 3053, 466, 341, 30, 2381, 321, 4335, 293, 4927, 4175, 11, 550, 958, 565, 321, 486, 1841, 527, 3539, 9285, 13, 2639, 1651, 420, 3053, 30, 1044, 291, 588, 709, 11, 536, 291, 958, 565, 13], "avg_logprob": -0.27438445976286224, "compression_ratio": 1.5885167464114833, "no_speech_prob": 3.7550926208496094e-06, "words": [{"start": 2011.03, "end": 2011.51, "word": " Information", "probability": 0.5712890625}, {"start": 2011.51, "end": 2012.03, "word": " Management,", "probability": 0.385986328125}, {"start": 2012.51, "end": 2013.81, "word": " Information", "probability": 0.71630859375}, {"start": 2013.81, "end": 2014.53, "word": " Gathering,", "probability": 0.904052734375}, {"start": 2014.65, "end": 2016.37, "word": " Rehearsal.", "probability": 0.880126953125}, {"start": 2016.39, 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b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..b2e8762ddb4813e2f031271268dcb82e612deb2d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_postprocess.srt @@ -0,0 +1,2396 @@ +1 +00:00:21,430 --> 00:00:25,290 +Okay, good morning. Now we will go on with chapter + +2 +00:00:25,290 --> 00:00:28,630 +number seven which talks about the recruitment in + +3 +00:00:28,630 --> 00:00:32,890 +the field of sales companies. Today we will go on + +4 +00:00:32,890 --> 00:00:38,690 +with the selection process. Now listen, this is an + +5 +00:00:38,690 --> 00:00:45,750 +example of how much American sales companies are + +6 +00:00:45,750 --> 00:00:48,330 +calculating the cost of each salesperson + +7 +00:00:48,330 --> 00:00:52,920 +especially in the first year. especially in the + +8 +00:00:52,920 --> 00:00:56,880 +fair steel. So these are general statistics. So + +9 +00:00:56,880 --> 00:00:59,280 +many of the companies, they are saying the + +10 +00:00:59,280 --> 00:01:02,840 +compensation which we are going to pay for the + +11 +00:01:02,840 --> 00:01:06,680 +employee in his fair service or in his fair steel + +12 +00:01:06,680 --> 00:01:11,100 +service, it's going to be calculated with about 35 + +13 +00:01:11,100 --> 00:01:16,000 +,000 US dollars. They are saying the benefits + +14 +00:01:16,000 --> 00:01:23,140 +which are entitled for this person is about 7500 + +15 +00:01:23,140 --> 00:01:27,680 +USD. Regarding the field expenses, they might say + +16 +00:01:27,680 --> 00:01:31,740 +we are going to pay 16000 USD. Regarding the + +17 +00:01:31,740 --> 00:01:34,700 +direct expenses, the companies will pay about + +18 +00:01:34,700 --> 00:01:38,800 +60000 USD. with the total cost or the training + +19 +00:01:38,800 --> 00:01:41,820 +about seven thousand then the total cost is going + +20 +00:01:41,820 --> 00:01:46,720 +to be sixty six thousand US dollar now listen + +21 +00:01:46,720 --> 00:01:50,560 +somebody might wonder why we are providing you + +22 +00:01:50,560 --> 00:01:52,760 +with these amounts of money why we are providing + +23 +00:01:52,760 --> 00:01:58,160 +you with this cost why is it for fun is it for + +24 +00:01:58,160 --> 00:02:00,460 +show why we are making this + +25 +00:02:20,190 --> 00:02:24,490 +So this means that the work which is done or + +26 +00:02:24,490 --> 00:02:27,250 +performed by the HR is very essential and + +27 +00:02:27,250 --> 00:02:31,690 +expensive. In other words, the major goal or the + +28 +00:02:31,690 --> 00:02:34,790 +major responsibility over the shoulder of the HR + +29 +00:02:34,790 --> 00:02:38,570 +specialist is to hire the right person in the + +30 +00:02:38,570 --> 00:02:43,310 +right position. But if they are going to hire the + +31 +00:02:43,310 --> 00:02:47,350 +wrong person in the right position, this means the + +32 +00:02:47,350 --> 00:02:51,190 +company is going to lose over than 60,000 US + +33 +00:02:51,190 --> 00:02:55,410 +dollars for every mistake which is committed by + +34 +00:02:55,410 --> 00:02:59,080 +the HR department. for every mistake which is + +35 +00:02:59,080 --> 00:03:03,640 +committed by the HR department so HR department + +36 +00:03:03,640 --> 00:03:08,020 +they must select and recruit in a very cautious + +37 +00:03:08,020 --> 00:03:13,700 +way any mistake which might lead to hire a wrong + +38 +00:03:13,700 --> 00:03:16,740 +person for a right position is going to be very + +39 +00:03:16,740 --> 00:03:19,940 +expensive it is going to be tremendous cost over + +40 +00:03:19,940 --> 00:03:23,920 +the shoulder of our firm over the shoulder of our + +41 +00:03:23,920 --> 00:03:26,780 +firm so + +42 +00:03:28,170 --> 00:03:31,450 +We are going to talk about a survey which was + +43 +00:03:31,450 --> 00:03:36,050 +distributed for purchasing agents. With this + +44 +00:03:36,050 --> 00:03:40,610 +survey, after it was collected, the majority of + +45 +00:03:40,610 --> 00:03:43,870 +the purchasing agents said, we are looking for + +46 +00:03:43,870 --> 00:03:47,390 +specific traits in the character of the candidates + +47 +00:03:47,390 --> 00:03:52,950 +whom we would like to hire as sales persons. Such + +48 +00:03:52,950 --> 00:03:56,950 +traits include, number one, this person must be + +49 +00:03:56,950 --> 00:04:02,550 +loyal to the customer. Number two, this person + +50 +00:04:02,550 --> 00:04:06,010 +must have a willingness to defend the rights of + +51 +00:04:06,010 --> 00:04:11,790 +his or her customers. Number three, this person + +52 +00:04:11,790 --> 00:04:15,690 +must be detail-oriented. In other words, this + +53 +00:04:15,690 --> 00:04:20,290 +person is awakened and considers all the details + +54 +00:04:20,290 --> 00:04:23,610 +involved in the purchasing process. The final + +55 +00:04:23,610 --> 00:04:27,550 +trait this person must be able to follow through + +56 +00:04:27,550 --> 00:04:32,990 +own promises, in other words, to be faithful, to + +57 +00:04:32,990 --> 00:04:38,210 +be a word keeper or a promise keeper. So all these + +58 +00:04:38,210 --> 00:04:41,790 +are some of the examples or the traits which + +59 +00:04:41,790 --> 00:04:45,270 +should be available in the character of the + +60 +00:04:45,270 --> 00:04:49,010 +candidates who are applying for sales positions, + +61 +00:04:49,490 --> 00:04:52,630 +sales vacancies. Any questions or comments about + +62 +00:04:52,630 --> 00:04:56,490 +this? Now to demonstrate this more or to clarify + +63 +00:04:56,490 --> 00:05:01,090 +it more, look at these statistics. Now these are + +64 +00:05:01,090 --> 00:05:04,070 +some of the answers or responses which we took + +65 +00:05:04,070 --> 00:05:07,890 +from purchasing agents regarding the traits which + +66 +00:05:07,890 --> 00:05:11,490 +they are looking for in the characters of the + +67 +00:05:11,490 --> 00:05:17,320 +candidates. More than about 75% they gave trait + +68 +00:05:17,320 --> 00:05:21,060 +number one which is the candidate should have a + +69 +00:05:21,060 --> 00:05:25,420 +willingness to fight for the customer's right with + +70 +00:05:25,420 --> 00:05:29,960 +more than 75% responses. Other responses they + +71 +00:05:29,960 --> 00:05:34,000 +focus more on firmness or follow through to be + +72 +00:05:34,000 --> 00:05:39,610 +detailed oriented with about 75%. Other sponsors + +73 +00:05:39,610 --> 00:05:41,630 +focus on something called market knowledge or + +74 +00:05:41,630 --> 00:05:46,910 +willingness to share with about 50%. Others focus + +75 +00:05:46,910 --> 00:05:49,850 +on the knowledge of the product line, diplomacy + +76 +00:05:49,850 --> 00:05:53,230 +and finally imagination. These are the major + +77 +00:05:53,230 --> 00:05:57,850 +traits which were purchased or looked for by the + +78 +00:05:57,850 --> 00:06:00,630 +persons who would like to hire sales persons. So + +79 +00:06:00,630 --> 00:06:04,930 +the most important trait is willingness to fight + +80 +00:06:04,930 --> 00:06:07,970 +and to defend the rights of the customers. And the + +81 +00:06:07,970 --> 00:06:13,930 +latest one is imagination. Okay, let's go on. + +82 +00:06:15,570 --> 00:06:19,870 +Listen here. If you would like to hire sales + +83 +00:06:19,870 --> 00:06:24,410 +people, We as HR department, we are going to adopt + +84 +00:06:24,410 --> 00:06:29,790 +one out of the two strategies. One out of two + +85 +00:06:29,790 --> 00:06:35,530 +strategies. First, to hire technicians and later + +86 +00:06:35,530 --> 00:06:38,590 +on we are going to teach them how to sell. Is this + +87 +00:06:38,590 --> 00:06:41,070 +a strategy? This is strategy number one. Which is + +88 +00:06:41,070 --> 00:06:44,030 +to hire technicians and later on we will teach + +89 +00:06:44,030 --> 00:06:49,300 +them how to sell. The second strategy to hire + +90 +00:06:49,300 --> 00:06:53,540 +experienced salesperson and later then we are + +91 +00:06:53,540 --> 00:06:55,460 +going to teach them the technician or the + +92 +00:06:55,460 --> 00:07:00,720 +technical skills so this is the first strategy and + +93 +00:07:00,720 --> 00:07:05,560 +this is the second one somebody is going to say + +94 +00:07:05,560 --> 00:07:09,920 +which one is better both of them are good or both + +95 +00:07:09,920 --> 00:07:13,360 +of them can function the purpose which is designed + +96 +00:07:13,360 --> 00:07:17,520 +for But the problem or the question or the right + +97 +00:07:17,520 --> 00:07:20,220 +question which we should ask, not the question + +98 +00:07:20,220 --> 00:07:24,200 +which one is better, but the question is, can our + +99 +00:07:24,200 --> 00:07:28,740 +sales or private company train this new candidate + +100 +00:07:28,740 --> 00:07:35,480 +or not? Therefore, capability of training which is + +101 +00:07:35,480 --> 00:07:39,700 +available in our company is the key factor to make + +102 +00:07:39,700 --> 00:07:42,320 +the first strategy successful or to make the + +103 +00:07:42,320 --> 00:07:45,860 +second strategy successful. So if you are able to + +104 +00:07:45,860 --> 00:07:49,880 +train, your strategy will succeed regardless of + +105 +00:07:49,880 --> 00:07:52,880 +which strategy you are following. But if your + +106 +00:07:52,880 --> 00:07:55,360 +company cannot train, this is going to be + +107 +00:07:55,360 --> 00:07:58,400 +problematic. It is going to be a failure strategy. + +108 +00:07:59,320 --> 00:08:02,020 +Somebody is going to say, this is easy. It isn't + +109 +00:08:02,020 --> 00:08:05,880 +easy. It can never be easy. Somebody is going to + +110 +00:08:05,880 --> 00:08:11,060 +say, why? Number one, training is expensive. 2. A + +111 +00:08:11,060 --> 00:08:13,140 +course or the budget of the training must be + +112 +00:08:13,140 --> 00:08:16,920 +available within the budget of the firm. 3. Who + +113 +00:08:16,920 --> 00:08:21,200 +are the trainers? These trainers must be + +114 +00:08:21,200 --> 00:08:22,560 +experienced and qualified. + +115 +00:08:25,440 --> 00:08:28,180 +Many of teachers here for example, they are going + +116 +00:08:28,180 --> 00:08:30,980 +to be excellent and good teachers. But if you are + +117 +00:08:30,980 --> 00:08:32,740 +going to give them a course of training, they are + +118 +00:08:32,740 --> 00:08:37,800 +going to be failure. Why? Training has more + +119 +00:08:37,800 --> 00:08:40,900 +advantages and skills which are distinguishing + +120 +00:08:40,900 --> 00:08:47,560 +from teaching, from learning. Once again, training + +121 +00:08:47,560 --> 00:08:52,180 +has or requires more skills, more potential. These + +122 +00:08:52,180 --> 00:08:54,560 +potentials and skills might not be available in an + +123 +00:08:54,560 --> 00:08:57,340 +ordinary person. So if you are going to hire and + +124 +00:08:57,340 --> 00:09:01,920 +recruit a trainer, the cost will increase more and + +125 +00:09:01,920 --> 00:09:05,510 +more. Because of this we are saying training + +126 +00:09:05,510 --> 00:09:08,630 +capability is something which is fundamental, + +127 +00:09:08,810 --> 00:09:11,070 +which is going to be the key factor to make any + +128 +00:09:11,070 --> 00:09:17,030 +strategy successful or failure. Let's go on. So + +129 +00:09:17,030 --> 00:09:19,150 +legality of job qualification, we are going to + +130 +00:09:19,150 --> 00:09:21,230 +talk about legality of job qualification. This is + +131 +00:09:21,230 --> 00:09:24,610 +reminding us with what? With the first factor + +132 +00:09:24,610 --> 00:09:31,430 +which we said it is influencing the Planning a + +133 +00:09:31,430 --> 00:09:36,610 +process of recruitment. It was the last factor. + +134 +00:09:40,550 --> 00:09:46,370 +Now, legality of job qualification. This is an + +135 +00:09:46,370 --> 00:09:51,370 +umbrella and this umbrella is founded on one + +136 +00:09:51,370 --> 00:09:54,210 +backbone which is number one academic + +137 +00:09:54,210 --> 00:09:55,070 +qualification + +138 +00:10:01,440 --> 00:10:04,420 +And number two, professional experience. + +139 +00:10:08,800 --> 00:10:15,320 +And listen here, sometimes as HR you might fell in + +140 +00:10:15,320 --> 00:10:19,060 +a trap. What is this trap? You are going to + +141 +00:10:19,060 --> 00:10:23,760 +encounter candidates who are equal in point number + +142 +00:10:23,760 --> 00:10:27,080 +one and in point number two. And both of them are + +143 +00:10:27,080 --> 00:10:32,600 +legality of job qualification. some of the most + +144 +00:10:32,600 --> 00:10:35,360 +common mistakes might happen based on one word + +145 +00:10:35,360 --> 00:10:39,280 +which is called discrimination + +146 +00:10:39,280 --> 00:10:46,380 +which is called discrimination these mistakes + +147 +00:10:46,380 --> 00:10:48,880 +which might happen as a result of discrimination + +148 +00:10:48,880 --> 00:10:52,820 +might be founded on one out of these three reasons + +149 +00:10:52,820 --> 00:10:59,280 +number one age number two sex and number three + +150 +00:10:59,280 --> 00:11:00,620 +ethnicity + +151 +00:11:10,850 --> 00:11:15,010 +Now, let's clarify this. The discrimination might + +152 +00:11:15,010 --> 00:11:16,710 +be founded on the age because of the fallout. + +153 +00:11:18,140 --> 00:11:21,720 +Imagine two candidates, one of them his age is + +154 +00:11:21,720 --> 00:11:25,700 +about 40, the second one his age is about 30. Both + +155 +00:11:25,700 --> 00:11:27,060 +of them they are equal in their academic + +156 +00:11:27,060 --> 00:11:31,180 +qualification and professional experience. Many of + +157 +00:11:31,180 --> 00:11:34,740 +the employers they are going to employ or hire the + +158 +00:11:34,740 --> 00:11:40,040 +young candidate. Whose age is? 10. Why? He is + +159 +00:11:40,040 --> 00:11:42,960 +going to be more active, more vital, and he is + +160 +00:11:42,960 --> 00:11:46,620 +going to carry more pressure and workload than the + +161 +00:11:46,620 --> 00:11:49,980 +candidate whose age is 40. Is this discrimination? + +162 +00:11:50,180 --> 00:11:54,060 +Yes, it is discrimination. A second employment + +163 +00:11:54,060 --> 00:11:56,460 +might be founded or biased according to what this + +164 +00:11:56,460 --> 00:12:00,730 +says. The female and the male. Employers might say + +165 +00:12:00,730 --> 00:12:04,550 +if the male and the female candidates are equal in + +166 +00:12:04,550 --> 00:12:07,910 +experiences and academic qualification, they will + +167 +00:12:07,910 --> 00:12:11,330 +say we prefer to hire the male. Because this + +168 +00:12:11,330 --> 00:12:14,570 +person isn't going to have maternity leave, this + +169 +00:12:14,570 --> 00:12:16,690 +person isn't going to suffer from pregnancy + +170 +00:12:16,690 --> 00:12:19,890 +consequences and so on. Therefore, he is going to + +171 +00:12:19,890 --> 00:12:22,530 +be in his job all the time throughout the 12 + +172 +00:12:22,530 --> 00:12:26,330 +months of the year. Is this discrimination? Yes, + +173 +00:12:26,530 --> 00:12:30,110 +it is discrimination. And sometimes discrimination + +174 +00:12:30,110 --> 00:12:34,150 +might happen as a result of ethnicity. In America, + +175 +00:12:34,270 --> 00:12:36,450 +we are talking about three major ethnicities or + +176 +00:12:36,450 --> 00:12:43,150 +races. The white, the black, and listen here, if + +177 +00:12:43,150 --> 00:12:44,750 +you would like to communicate with Americans, + +178 +00:12:45,210 --> 00:12:47,810 +don't use the word black. Use the word African + +179 +00:12:47,810 --> 00:12:53,190 +American. African American, it is more polite + +180 +00:12:53,190 --> 00:12:57,820 +structure. Don't ever call somebody black. If you + +181 +00:12:57,820 --> 00:13:00,120 +are going to say black, somebody is going to smell + +182 +00:13:00,120 --> 00:13:05,400 +from your words that you are racist. So all the + +183 +00:13:05,400 --> 00:13:07,480 +time you use African American. And the third + +184 +00:13:07,480 --> 00:13:11,580 +ethnicity we called it Hispanic. And the Hispanics + +185 +00:13:11,580 --> 00:13:15,660 +are the Latinos. The Latinos who came from Mexico + +186 +00:13:15,660 --> 00:13:18,520 +and southern America continent. And they + +187 +00:13:18,520 --> 00:13:20,540 +immigrated to America and they made families over + +188 +00:13:20,540 --> 00:13:24,120 +there and now they are American citizens. Now if + +189 +00:13:24,120 --> 00:13:27,180 +the employer is white and the two candidates, one + +190 +00:13:27,180 --> 00:13:28,900 +of them is white and the second is African + +191 +00:13:28,900 --> 00:13:32,880 +-American, he might choose the white one. If the + +192 +00:13:32,880 --> 00:13:35,240 +employer is African-American and two candidates, + +193 +00:13:35,360 --> 00:13:37,020 +one of them is African-American and the second is + +194 +00:13:37,020 --> 00:13:40,740 +Latino, he might prefer the African-American. So + +195 +00:13:40,740 --> 00:13:44,040 +this is a discrimination. They are not allowed + +196 +00:13:44,040 --> 00:13:47,420 +according to the law of law or law of employment + +197 +00:13:47,420 --> 00:13:49,620 +or according to the religion and also according to + +198 +00:13:49,620 --> 00:13:53,310 +ethics. If we would like to apply this in the + +199 +00:13:53,310 --> 00:13:56,150 +Palestinian context, this is applicable, this is + +200 +00:13:56,150 --> 00:13:59,770 +applicable, this isn't applicable. Because all the + +201 +00:13:59,770 --> 00:14:01,190 +Palestinians, they are belonging to the same + +202 +00:14:01,190 --> 00:14:05,290 +ethnicity. Its equivalent is going to be this one. + +203 +00:14:06,310 --> 00:14:07,550 +Excellent affiliation. + +204 +00:14:12,630 --> 00:14:15,390 +Political affiliation. So the political + +205 +00:14:15,390 --> 00:14:18,610 +affiliation, does it matter? Yes, it matters. Some + +206 +00:14:18,610 --> 00:14:21,570 +of the organizations, they are taking decisions of + +207 +00:14:21,570 --> 00:14:25,870 +hiring based on discriminatory basis. Once again, + +208 +00:14:26,030 --> 00:14:29,050 +this is considered to be what? Illegal, or + +209 +00:14:29,050 --> 00:14:31,810 +discrimination, or unethical, or irreligious. + +210 +00:14:34,350 --> 00:14:40,180 +So if you are going to work as HR, Don't fall into + +211 +00:14:40,180 --> 00:14:42,860 +the trap which is called discrimination, which is + +212 +00:14:42,860 --> 00:14:47,340 +a result of equity between academic qualifications + +213 +00:14:47,340 --> 00:14:51,700 +and professional experience. This is something + +214 +00:14:51,700 --> 00:15:00,400 +very dangerous. Clear? Go on. Now listen. Now + +215 +00:15:00,400 --> 00:15:03,800 +let's ask another question. And this another + +216 +00:15:03,800 --> 00:15:08,410 +question is the following. Imagine we are going to + +217 +00:15:08,410 --> 00:15:11,310 +have your boss or supervisor or the director of + +218 +00:15:11,310 --> 00:15:15,190 +the firm phone you and told you you are working as + +219 +00:15:15,190 --> 00:15:18,630 +HR specialist in this firm. He told you or she + +220 +00:15:18,630 --> 00:15:20,790 +told you that we have 10 vacancies. + +221 +00:15:23,550 --> 00:15:27,550 +We have 10 vacancies. Which you are responsible as + +222 +00:15:27,550 --> 00:15:32,650 +HR department to fill these 10 vacancies. Now we + +223 +00:15:32,650 --> 00:15:35,930 +are going to ask one major question which is read. + +224 +00:15:37,120 --> 00:15:43,480 +How many applicants should + +225 +00:15:43,480 --> 00:15:44,040 +we attract? + +226 +00:15:48,420 --> 00:15:54,100 +This is a big question. Should we attract 11? + +227 +00:15:54,760 --> 00:15:59,000 +Should we attract 12? Should we attract 100? + +228 +00:15:59,540 --> 00:16:04,280 +Should we attract 1000? Should we attract 200? And + +229 +00:16:04,280 --> 00:16:09,260 +so on. So the number is something very important. + +230 +00:16:09,520 --> 00:16:12,520 +Let's give example. If you are going to attract 12 + +231 +00:16:12,520 --> 00:16:17,420 +candidates, God knows somebody might fail in the + +232 +00:16:17,420 --> 00:16:20,300 +test, another body might fail in the interview, + +233 +00:16:20,800 --> 00:16:23,720 +and a third body might be unqualified, and his + +234 +00:16:23,720 --> 00:16:26,740 +unqualification might be determined while we are + +235 +00:16:26,740 --> 00:16:29,960 +screening out his or her application, and a fourth + +236 +00:16:29,960 --> 00:16:34,670 +might decline your offer. So in this way, four + +237 +00:16:34,670 --> 00:16:37,450 +withdrew out of room twelve, then what is left is + +238 +00:16:37,450 --> 00:16:42,050 +eight. So we filled eight vacancies out of ten and + +239 +00:16:42,050 --> 00:16:46,270 +two are still vacant. Do you want me to retain or + +240 +00:16:46,270 --> 00:16:48,850 +to reverse what we did with the second two + +241 +00:16:48,850 --> 00:16:53,830 +vacancies? Is this logical? Is this economical? Is + +242 +00:16:53,830 --> 00:16:59,290 +this feasible? Of course not. Should I hire or + +243 +00:16:59,290 --> 00:17:00,630 +attract one hundred? + +244 +00:17:09,040 --> 00:17:16,020 +Because we have a formula and this formula is + +245 +00:17:16,020 --> 00:17:19,800 +founded on logic and mathematical equations. What + +246 +00:17:19,800 --> 00:17:23,170 +the formula is saying All the time, if we would + +247 +00:17:23,170 --> 00:17:26,270 +like to identify the number of applicants whom we + +248 +00:17:26,270 --> 00:17:28,890 +should attract, we should follow through this + +249 +00:17:28,890 --> 00:17:31,470 +formula. The formula is saying, the number of + +250 +00:17:31,470 --> 00:17:35,650 +recruits, we abbreviated this by R, which refers + +251 +00:17:35,650 --> 00:17:41,230 +to recruits, equals H divided by S multiplied by + +252 +00:17:41,230 --> 00:17:47,530 +A. Now, the H is referring to the required number + +253 +00:17:47,530 --> 00:17:52,750 +of hires. Required number of hours which are the + +254 +00:17:52,750 --> 00:17:58,510 +vacancies. Which are the vacancies. الـS it refers + +255 +00:17:58,510 --> 00:18:03,590 +to the percentage of the recruits selected. Those + +256 +00:18:03,590 --> 00:18:09,710 +persons whom he would like to select to occupy the + +257 +00:18:09,710 --> 00:18:13,970 +vacancies. والـA it refers to the percentage of + +258 +00:18:13,970 --> 00:18:18,710 +those selected who accept the offer. Because some + +259 +00:18:18,710 --> 00:18:21,690 +successful candidates might decline your offers. + +260 +00:18:22,070 --> 00:18:24,130 +Why? Because of the salary, because of the number + +261 +00:18:24,130 --> 00:18:26,010 +of holidays, because of the working hours and so + +262 +00:18:26,010 --> 00:18:30,710 +on. So all these things must be plugged into a + +263 +00:18:30,710 --> 00:18:33,270 +certain formula to determine the number of + +264 +00:18:33,270 --> 00:18:36,410 +applicants whom we should attract according to the + +265 +00:18:36,410 --> 00:18:41,150 +specific number of vacancies. Imagine if the + +266 +00:18:41,150 --> 00:18:44,670 +company needs to hire 10 people. 10 people means + +267 +00:18:45,810 --> 00:18:52,050 +10 vacancies, which means H. Then and expects to + +268 +00:18:52,050 --> 00:18:58,490 +select 10% of those applying and if 50% of those + +269 +00:18:58,490 --> 00:19:04,410 +offered of the job accept, then block the formula + +270 +00:19:04,410 --> 00:19:09,250 +and the answer is going to be 10 divided by 10% + +271 +00:19:09,250 --> 00:19:13,790 +multiplied by 50 which equals 200 applications we + +272 +00:19:13,790 --> 00:19:17,190 +should attract and recruit. before we begin the + +273 +00:19:17,190 --> 00:19:23,310 +process of recruitment because of this we said 200 + +274 +00:19:23,310 --> 00:19:27,170 +is correct any question or comments about this + +275 +00:19:27,170 --> 00:19:31,390 +this is very important this is very important what + +276 +00:19:31,390 --> 00:19:34,170 +might be in the final why I'm encouraging you all + +277 +00:19:34,170 --> 00:19:36,470 +the time to bring your calculator in the final + +278 +00:19:36,470 --> 00:19:42,530 +bring your calculator in the final exam okay go on + +279 +00:19:42,530 --> 00:19:48,290 +listen here Now, we would like to talk about now + +280 +00:19:48,290 --> 00:19:51,650 +the recruitment process. How we should initiate + +281 +00:19:51,650 --> 00:19:53,750 +our recruitment process? By one word which is + +282 +00:19:53,750 --> 00:20:00,530 +called ads, advertisements. In other words, we are + +283 +00:20:00,530 --> 00:20:04,390 +referring to the process of read. Announcements. + +284 +00:20:05,090 --> 00:20:08,790 +Exactly, announcements. To inform the public that + +285 +00:20:08,790 --> 00:20:13,730 +we have vacancies and we need to fill them. These + +286 +00:20:13,730 --> 00:20:17,110 +announcements are various. They might happen or + +287 +00:20:17,110 --> 00:20:22,370 +they might be displayed electronically and + +288 +00:20:22,370 --> 00:20:27,030 +sometimes they might be displayed manually. If it + +289 +00:20:27,030 --> 00:20:30,090 +is manual, we are going to talk about journals, we + +290 +00:20:30,090 --> 00:20:34,550 +are going to talk about newspapers. If it is + +291 +00:20:34,550 --> 00:20:36,850 +electronic, we are going to talk about the whips. + +292 +00:20:38,610 --> 00:20:40,770 +In America, we have very famous whips for + +293 +00:20:40,770 --> 00:20:43,790 +advertisements like general or you will see + +294 +00:20:43,790 --> 00:20:46,410 +general employment related to websites and etc. + +295 +00:20:47,010 --> 00:20:49,290 +One of the most famous employment websites in + +296 +00:20:49,290 --> 00:20:56,970 +America for employment is monastery.com and if you + +297 +00:20:56,970 --> 00:20:59,050 +are going to visit monastery.com it is listing + +298 +00:20:59,050 --> 00:21:02,090 +down all the vacancies in the 50 states of America + +299 +00:21:02,090 --> 00:21:06,830 +in the 50 states and it is up to date and it is + +300 +00:21:06,830 --> 00:21:09,890 +comprehensive. Now we are talking about country + +301 +00:21:09,890 --> 00:21:12,110 +Palestine. The most famous website for recruitment + +302 +00:21:12,110 --> 00:21:13,570 +is jobs.ps. + +303 +00:21:17,310 --> 00:21:22,950 +This is the most famous one. I think jobs.ps. Jobs + +304 +00:21:22,950 --> 00:21:27,110 +.ps, yes. Jobs.ps. Also we have another famous + +305 +00:21:27,110 --> 00:21:29,750 +website which is called juber.ps. + +306 +00:21:32,670 --> 00:21:37,870 +These are the most common and famous websites + +307 +00:21:37,870 --> 00:21:41,210 +which are listing down all the vacancies in + +308 +00:21:41,210 --> 00:21:43,970 +Westpac and Gaza and Jerusalem and it is up-to + +309 +00:21:43,970 --> 00:21:49,150 +-date every single minute and includes every kind + +310 +00:21:49,150 --> 00:21:52,880 +of job regardless of its category. regardless of + +311 +00:21:52,880 --> 00:21:55,940 +its category. Why I'm encouraging you because you + +312 +00:21:55,940 --> 00:21:58,460 +are about to graduate. I'm encouraging you to keep + +313 +00:21:58,460 --> 00:22:00,620 +them down, keep them on the favorites on your + +314 +00:22:00,620 --> 00:22:03,780 +desktop or laptop, and visit them regularly from + +315 +00:22:03,780 --> 00:22:07,100 +time to time. They are very important. And by the + +316 +00:22:07,100 --> 00:22:10,380 +way, in my actual life, I hunted down more than + +317 +00:22:10,380 --> 00:22:15,020 +two jobs by skimming these websites. They are very + +318 +00:22:15,020 --> 00:22:17,800 +important. Okay? Now go on. + +319 +00:22:21,540 --> 00:22:23,920 +Also, we would like to talk about classified ads. + +320 +00:22:24,760 --> 00:22:29,520 +Classified ads, it means advertisements which are + +321 +00:22:29,520 --> 00:22:32,400 +going to be classified according to their nature + +322 +00:22:32,400 --> 00:22:35,920 +and so on. They have advantages. Advantages like + +323 +00:22:35,920 --> 00:22:40,500 +what? Reaches wide audiences. Second, use if high + +324 +00:22:40,500 --> 00:22:43,180 +turnover. Third, tend to overproduce under + +325 +00:22:43,180 --> 00:22:46,110 +qualified candidates. Classified ads, + +326 +00:22:46,990 --> 00:22:49,750 +advertisements of jobs which are relating to + +327 +00:22:49,750 --> 00:22:53,590 +specific fields of professions. If you are looking + +328 +00:22:53,590 --> 00:22:55,330 +for engineers, you are going to find the + +329 +00:22:55,330 --> 00:22:58,570 +classified ads in, for example, engineering + +330 +00:22:58,570 --> 00:23:02,690 +journals, engineering sites, engineering + +331 +00:23:02,690 --> 00:23:07,230 +organizations. Also, sometimes you can attract the + +332 +00:23:07,230 --> 00:23:09,730 +employees from you represent employees now. How? + +333 +00:23:10,490 --> 00:23:13,840 +Familiar with the company products? Second, they + +334 +00:23:13,840 --> 00:23:17,000 +are going to establish job histories. Third, sales + +335 +00:23:17,000 --> 00:23:19,680 +as a promotion, not require a lot of training + +336 +00:23:19,680 --> 00:23:22,820 +because they know us. And finally, over rely on + +337 +00:23:22,820 --> 00:23:25,800 +previous experience. Somebody is going to say, how + +338 +00:23:25,800 --> 00:23:31,680 +am I going to rehire a current employee now? Over + +339 +00:23:31,680 --> 00:23:38,460 +time? Okay, and sometimes? Another job offer? Two + +340 +00:23:38,460 --> 00:23:48,060 +shifts? Promotion? promotion. Now listen, Japanese + +341 +00:23:48,060 --> 00:23:53,200 +they are addicted to hire and to promote their + +342 +00:23:53,200 --> 00:23:58,820 +current employees, especially if these positions + +343 +00:23:58,820 --> 00:24:04,280 +are seniors. They prefer priority number one is + +344 +00:24:04,280 --> 00:24:07,560 +given for the current employees who are working + +345 +00:24:07,560 --> 00:24:12,200 +now inside the organization. The Americans and the + +346 +00:24:12,200 --> 00:24:20,120 +westernized farms prefer to produce or to pump new + +347 +00:24:20,120 --> 00:24:24,160 +blood. Therefore, their employment is going to be + +348 +00:24:24,160 --> 00:24:28,940 +external rather than internal. But the Japanese + +349 +00:24:28,940 --> 00:24:33,500 +prefer the internal jobs especially for the most + +350 +00:24:33,500 --> 00:24:37,650 +important and senior positions. So in this case, + +351 +00:24:37,830 --> 00:24:40,070 +if you are going to hire, rehire prison employees, + +352 +00:24:40,470 --> 00:24:44,290 +this means we are implementing promotions and we + +353 +00:24:44,290 --> 00:24:47,210 +are imitating the Japanese styles, which is + +354 +00:24:47,210 --> 00:24:49,570 +enjoying more than one advantages or + +355 +00:24:49,570 --> 00:24:51,430 +characteristics, like these ones. + +356 +00:24:55,170 --> 00:24:59,820 +Any questions or comments? Go on. Sometimes also + +357 +00:24:59,820 --> 00:25:03,460 +we can recruit candidates, how? By contacting + +358 +00:25:03,460 --> 00:25:07,440 +referrals or networking, whom they are familiar + +359 +00:25:07,440 --> 00:25:10,260 +with the character of these candidates, who they + +360 +00:25:10,260 --> 00:25:14,040 +know they are fitting for these positions. So we + +361 +00:25:14,040 --> 00:25:17,540 +are going to contact them. Reference means a + +362 +00:25:17,540 --> 00:25:20,360 +person who already used to work with this + +363 +00:25:20,360 --> 00:25:24,200 +candidate, and a person who knows that this person + +364 +00:25:24,200 --> 00:25:27,880 +can function and can fulfill the responsibilities + +365 +00:25:27,880 --> 00:25:31,540 +of the current position. Take this scenario and + +366 +00:25:31,540 --> 00:25:35,580 +tell me how you are going to act as HR. Imagine a + +367 +00:25:35,580 --> 00:25:39,850 +man She applied for us with her CV. She is + +368 +00:25:39,850 --> 00:25:43,330 +mentioning three referrals whom she knows or whom + +369 +00:25:43,330 --> 00:25:48,050 +they know her and they already worked with her. As + +370 +00:25:48,050 --> 00:25:52,590 +HR should we be satisfied by the current referrals + +371 +00:25:52,590 --> 00:25:55,230 +whom she is going to provide to us in our or in + +372 +00:25:55,230 --> 00:26:00,100 +her CV? The answer is no. Why? Because of the + +373 +00:26:00,100 --> 00:26:02,460 +time, the applicant or the candidate is going to + +374 +00:26:02,460 --> 00:26:06,260 +provide you with three referrals who are going to + +375 +00:26:06,260 --> 00:26:10,960 +talk positively on behalf of him or her. What + +376 +00:26:10,960 --> 00:26:11,660 +should we do? + +377 +00:26:14,500 --> 00:26:15,080 +How? + +378 +00:26:20,380 --> 00:26:22,740 +By adopting the technique which is called + +379 +00:26:22,740 --> 00:26:27,100 +snowball. How? Yes, if a man is mentioning for + +380 +00:26:27,100 --> 00:26:29,980 +example that Amna is one of her referrals, we are + +381 +00:26:29,980 --> 00:26:31,420 +going to pick up the phone and we are going to + +382 +00:26:31,420 --> 00:26:35,080 +contact Amna. Amna, how are you? Etc. Etc. Do you + +383 +00:26:35,080 --> 00:26:38,060 +know a candidate whose name is Iman? Etc. How do + +384 +00:26:38,060 --> 00:26:40,020 +you know her? What were her responsibilities? How + +385 +00:26:40,020 --> 00:26:42,520 +do you think of her character? And so on. And + +386 +00:26:42,520 --> 00:26:45,320 +before closing the conversation with her, Amna, + +387 +00:26:45,420 --> 00:26:47,300 +would you mind to provide us with another name who + +388 +00:26:47,300 --> 00:26:51,420 +used to work with Amany or Iman? She is going to + +389 +00:26:51,420 --> 00:26:54,280 +provide us with a new referral along with his or + +390 +00:26:54,280 --> 00:26:58,360 +her phone number that isn't listed in her CV. If + +391 +00:26:58,360 --> 00:27:01,040 +the new statement from the new referral confirms + +392 +00:27:01,040 --> 00:27:04,440 +the answer of Amna, this means that she is in the + +393 +00:27:04,440 --> 00:27:10,080 +safe ground. But if the new statement isn't + +394 +00:27:10,080 --> 00:27:13,980 +matching with the statement of Amna, then a red + +395 +00:27:13,980 --> 00:27:17,780 +flag must be raised, which means we need to search + +396 +00:27:17,780 --> 00:27:22,830 +more and more. That's it. Clear? Any question or + +397 +00:27:22,830 --> 00:27:25,930 +comments about that? This is very important. Don't + +398 +00:27:25,930 --> 00:27:28,930 +ever be satisfied by the statements which you are + +399 +00:27:28,930 --> 00:27:31,810 +going to get from the referrals who are listed in + +400 +00:27:31,810 --> 00:27:38,990 +the CV of the candidate. Clear? One thing which is + +401 +00:27:38,990 --> 00:27:41,450 +important. All the time remember, + +402 +00:27:44,690 --> 00:27:50,850 +your GPA, your transcript, your certificate. Your + +403 +00:27:50,850 --> 00:27:55,470 +score in the job test, your score in the job + +404 +00:27:55,470 --> 00:27:58,730 +interview does not reveal the character of the + +405 +00:27:58,730 --> 00:28:05,210 +candidate. Because of this, you as HR, all these + +406 +00:28:05,210 --> 00:28:07,610 +things, sometimes they might be misleading. + +407 +00:28:09,250 --> 00:28:12,450 +Sometimes they might be misleading. Because of + +408 +00:28:12,450 --> 00:28:15,750 +this, we have to dig in, in the character of this + +409 +00:28:15,750 --> 00:28:20,490 +candidate. We have to dig in the character of this + +410 +00:28:20,490 --> 00:28:24,270 +candidate. How? By a good referral check. + +411 +00:28:28,590 --> 00:28:33,470 +Employment chances, sometimes we might not attract + +412 +00:28:33,470 --> 00:28:35,110 +candidates. Who are going to attract the + +413 +00:28:35,110 --> 00:28:38,110 +candidates? Employment chances. When can we depend + +414 +00:28:38,110 --> 00:28:41,570 +on this technique? If our firm is small and we do + +415 +00:28:41,570 --> 00:28:46,880 +not have HR department. If our firm is small and + +416 +00:28:46,880 --> 00:28:49,260 +we do not have a chartered partner, then we are + +417 +00:28:49,260 --> 00:28:51,320 +going to sign a private contract with an + +418 +00:28:51,320 --> 00:28:56,280 +independent employment agency to find the right + +419 +00:28:56,280 --> 00:28:58,660 +person for the right position in our own company. + +420 +00:29:00,380 --> 00:29:02,840 +This technique is very widely applicable in the + +421 +00:29:02,840 --> 00:29:05,700 +Gulf States and in America. But here in Palestine, + +422 +00:29:05,900 --> 00:29:09,860 +we do not follow it. A third technique is school + +423 +00:29:09,860 --> 00:29:12,460 +and colleges. How? By something called internship. + +424 +00:29:14,930 --> 00:29:21,130 +With internship, listen, this is American program + +425 +00:29:21,130 --> 00:29:23,550 +which is now applicable in all universities and + +426 +00:29:23,550 --> 00:29:27,910 +colleges worldwide. For example, in our college + +427 +00:29:27,910 --> 00:29:30,190 +and in your department, in the fourth year you are + +428 +00:29:30,190 --> 00:29:33,940 +going to spend one semester training. In the + +429 +00:29:33,940 --> 00:29:37,860 +training, it is going to be a nice opportunity by + +430 +00:29:37,860 --> 00:29:41,840 +which a realistic company in the real labor market + +431 +00:29:41,840 --> 00:29:45,640 +offering you opportunity to train. Here, we are + +432 +00:29:45,640 --> 00:29:48,680 +talking about win-win situation. You as a trainee + +433 +00:29:48,680 --> 00:29:50,820 +and graduate, you are going to get a new + +434 +00:29:50,820 --> 00:29:53,280 +experience. You are going to know exactly what is + +435 +00:29:53,280 --> 00:29:57,980 +the actual reality which is available in the + +436 +00:29:57,980 --> 00:30:03,040 +market level or labor market. On the other hand, + +437 +00:30:03,600 --> 00:30:07,580 +the company will benefit from you. How? They are + +438 +00:30:07,580 --> 00:30:14,160 +going to do extra work with minimal cost. Because + +439 +00:30:14,160 --> 00:30:21,540 +of this, I am encouraging you to be smart in + +440 +00:30:21,540 --> 00:30:23,720 +selecting the nice location or the firm or the + +441 +00:30:23,720 --> 00:30:25,820 +company where you are going to spend your + +442 +00:30:25,820 --> 00:30:29,230 +training. To spend training in a specific company + +443 +00:30:29,230 --> 00:30:32,670 +or organization might open the door for you to get + +444 +00:30:32,670 --> 00:30:36,770 +a permanent job after your graduation. Many of the + +445 +00:30:36,770 --> 00:30:38,830 +employers they are going to say we would like to + +446 +00:30:38,830 --> 00:30:43,390 +employ her, why? Number one, she lived with us for + +447 +00:30:43,390 --> 00:30:46,410 +about four months and we know each other very good + +448 +00:30:46,410 --> 00:30:50,590 +way. Number two, she is competent and she mastered + +449 +00:30:50,590 --> 00:30:53,970 +the system. Number three, she understands us and + +450 +00:30:53,970 --> 00:30:56,110 +she is going to save us too much of time and too + +451 +00:30:56,110 --> 00:31:00,310 +much of training efforts. Because of this, this is + +452 +00:31:00,310 --> 00:31:03,770 +going to open you a very strong opportunity to + +453 +00:31:03,770 --> 00:31:06,230 +hunt and to get a job after your training + +454 +00:31:06,230 --> 00:31:12,620 +finished. Clear? Therefore, be smart for selecting + +455 +00:31:12,620 --> 00:31:14,520 +the organization which you would like to train in, + +456 +00:31:14,980 --> 00:31:17,700 +and all the time try to demonstrate yourself in + +457 +00:31:17,700 --> 00:31:21,500 +your retraining period. Any questions? Any + +458 +00:31:21,500 --> 00:31:24,160 +comments? I am not speaking or talking + +459 +00:31:24,160 --> 00:31:27,860 +hypothetically. I can provide you with ten and ten + +460 +00:31:27,860 --> 00:31:32,260 +of successful stories where student graduates were + +461 +00:31:32,260 --> 00:31:35,720 +able to hunt down jobs using their retraining + +462 +00:31:35,720 --> 00:31:41,940 +period in these organizations. Okay? Okay, let's + +463 +00:31:41,940 --> 00:31:47,280 +go to the customer, let's go on to something else. + +464 +00:31:48,040 --> 00:31:52,100 +This is read it at your home, look at this. This + +465 +00:31:52,100 --> 00:31:54,500 +is a roadmap for how we are going to build our + +466 +00:31:54,500 --> 00:31:57,060 +recruitment process. Our recruitment process all + +467 +00:31:57,060 --> 00:32:00,220 +the time, it begins by advertisement. And the + +468 +00:32:00,220 --> 00:32:02,880 +advertisement is going to provide us with control + +469 +00:32:02,880 --> 00:32:05,680 +location and phone number. Why? For further + +470 +00:32:05,680 --> 00:32:08,420 +inquiries or questions about the job. Second, we + +471 +00:32:08,420 --> 00:32:10,820 +are going to talk about a bank application which + +472 +00:32:10,820 --> 00:32:14,820 +must be fulfilled by candidates. Later on, after + +473 +00:32:14,820 --> 00:32:16,920 +we are going to look at the application, we are + +474 +00:32:16,920 --> 00:32:21,610 +going to screen them down. Screening means who is + +475 +00:32:21,610 --> 00:32:24,550 +qualified and who is unqualified. The qualified + +476 +00:32:24,550 --> 00:32:27,930 +are going to be interviewed. Later on, we are + +477 +00:32:27,930 --> 00:32:30,630 +going to check credit and background. We talked + +478 +00:32:30,630 --> 00:32:33,110 +about checking background. But let's talk about + +479 +00:32:33,110 --> 00:32:35,710 +credit because we didn't mention anything. This is + +480 +00:32:35,710 --> 00:32:38,630 +American style. In our Palestinian Islamic + +481 +00:32:38,630 --> 00:32:41,310 +culture, it isn't applicable here. Somebody is + +482 +00:32:41,310 --> 00:32:43,390 +going to say why? I'm going to tell you why. Now + +483 +00:32:43,390 --> 00:32:46,870 +listen. In America, their culture and their + +484 +00:32:46,870 --> 00:32:50,080 +education, for example, The American is going to + +485 +00:32:50,080 --> 00:32:53,160 +have a salary of about 7000 or 10,000 US dollars + +486 +00:32:53,160 --> 00:32:58,320 +per month on the first day of the month. Later on, + +487 +00:32:58,720 --> 00:33:02,760 +when the month reached the 30th day, his pocket is + +488 +00:33:02,760 --> 00:33:06,680 +going to be bankrupt without an ability. Somebody + +489 +00:33:06,680 --> 00:33:09,220 +is going to say why? They do not have the culture + +490 +00:33:09,220 --> 00:33:12,100 +of saving. They do not have the famous Arabic + +491 +00:33:12,100 --> 00:33:15,900 +bravura, القرش الأبيض ينفع في اليوم الأسود. They + +492 +00:33:15,900 --> 00:33:23,180 +have one proverb, which is, they do not save. If + +493 +00:33:23,180 --> 00:33:24,880 +we are going to compare the Americans with the + +494 +00:33:24,880 --> 00:33:27,280 +Japanese and the Chinese, they are different. The + +495 +00:33:27,280 --> 00:33:30,840 +Japanese and Chinese, they are similar to us. They + +496 +00:33:30,840 --> 00:33:34,560 +believe in the culture of saving. Therefore, the + +497 +00:33:34,560 --> 00:33:36,940 +American, even if they are employed, if they would + +498 +00:33:36,940 --> 00:33:39,100 +like to purchase a car or if they would like to + +499 +00:33:39,100 --> 00:33:41,300 +get married or if they would like to buy a house, + +500 +00:33:41,800 --> 00:33:45,420 +they are going to need what? A loan. And the loan + +501 +00:33:45,420 --> 00:33:48,260 +is going to come from the bank and this is going + +502 +00:33:48,260 --> 00:33:53,040 +to be reflected by his or her credit history. The + +503 +00:33:53,040 --> 00:33:55,000 +credit history and the loan, all of them are + +504 +00:33:55,000 --> 00:33:57,600 +connected with one word which is called social + +505 +00:33:57,600 --> 00:34:01,580 +security number. And the social security number in + +506 +00:34:01,580 --> 00:34:05,080 +America is equivalent to what we have here which + +507 +00:34:05,080 --> 00:34:10,710 +is ID number. There, the employer is going to have + +508 +00:34:10,710 --> 00:34:14,830 +a specific database related to credit history and + +509 +00:34:14,830 --> 00:34:17,130 +he is going to blank his social security number + +510 +00:34:17,130 --> 00:34:19,570 +along with the name of the candidates. If the + +511 +00:34:19,570 --> 00:34:22,750 +history shows, of course all the histories, they + +512 +00:34:22,750 --> 00:34:26,090 +are going to include what? Loan histories. This is + +513 +00:34:26,090 --> 00:34:28,870 +their culture. But they will distinguish if you + +514 +00:34:28,870 --> 00:34:31,950 +are committed to pay back your credit or loans or + +515 +00:34:31,950 --> 00:34:36,190 +not. If not, they will say this person cannot + +516 +00:34:36,190 --> 00:34:38,690 +organize his personal life. So how should we + +517 +00:34:38,690 --> 00:34:42,150 +expect he is going to organize his professional + +518 +00:34:42,150 --> 00:34:45,090 +work in our company? Therefore, they are going to + +519 +00:34:45,090 --> 00:34:49,470 +delete him or her from the candidacy. In contrast + +520 +00:34:49,470 --> 00:34:54,110 +with the Americans who are paying regularly their + +521 +00:34:54,110 --> 00:35:00,970 +own credits and loans. Clear? Clear? Now somebody + +522 +00:35:00,970 --> 00:35:03,630 +is going to say, but this is personal data. No, + +523 +00:35:04,070 --> 00:35:06,610 +according to the American law, this isn't personal + +524 +00:35:06,610 --> 00:35:13,410 +data. This is the rights of the employer. The + +525 +00:35:13,410 --> 00:35:16,170 +right of the employer must check if the financial + +526 +00:35:16,170 --> 00:35:19,670 +conditions of the candidates are healthy or + +527 +00:35:19,670 --> 00:35:24,470 +unhealthy, good or bad, organized or unorganized, + +528 +00:35:24,610 --> 00:35:30,070 +and so on. Okay? Now, after they are going to pass + +529 +00:35:30,070 --> 00:35:33,030 +this barrier of the checking background, we are + +530 +00:35:33,030 --> 00:35:35,630 +going to look at a complete psychological and + +531 +00:35:35,630 --> 00:35:39,290 +chemical test, which isn't applicable here. What + +532 +00:35:39,290 --> 00:35:42,510 +is applicable is a test. And the test, all the + +533 +00:35:42,510 --> 00:35:48,970 +time it comes before, this is in our culture. This + +534 +00:35:48,970 --> 00:35:52,010 +is in our culture. And later on, we are going to + +535 +00:35:52,010 --> 00:35:54,050 +make a secondary interview. Somebody is going to + +536 +00:35:54,050 --> 00:35:55,970 +say, why do we need to make extra secondary + +537 +00:35:55,970 --> 00:35:59,810 +interview? If the members of the interviewers do + +538 +00:35:59,810 --> 00:36:04,170 +not have a collective decision. + +539 +00:36:04,990 --> 00:36:09,290 +In other + +540 +00:36:09,290 --> 00:36:11,970 +words, two interviewers said we need this person + +541 +00:36:11,970 --> 00:36:15,670 +and the third said no. Or two said we do not need + +542 +00:36:15,670 --> 00:36:19,230 +them and the third said we need them. Then we + +543 +00:36:19,230 --> 00:36:21,070 +would like to be sure, we would like to notify our + +544 +00:36:21,070 --> 00:36:23,870 +decision now by inviting the candidate for extra + +545 +00:36:23,870 --> 00:36:28,290 +final day interview which is called secondary. And + +546 +00:36:28,290 --> 00:36:30,930 +later on we are going to make offer, the offer of + +547 +00:36:30,930 --> 00:36:33,010 +employment and then we are going to make physical + +548 +00:36:33,010 --> 00:36:35,150 +examination. Physical examination is something + +549 +00:36:35,150 --> 00:36:39,650 +very important. Now listen, Palestinian private + +550 +00:36:39,650 --> 00:36:41,830 +companies more than 90% of the companies they are + +551 +00:36:41,830 --> 00:36:44,510 +not making strict physical examination for their + +552 +00:36:44,510 --> 00:36:47,850 +candidates. This is a fatal mistake. We explained + +553 +00:36:47,850 --> 00:36:51,810 +this last time. Therefore, you must insist on + +554 +00:36:51,810 --> 00:36:54,930 +subjecting all the candidates on strict physical + +555 +00:36:54,930 --> 00:36:57,270 +examination. And finally, + +556 +00:37:00,810 --> 00:37:06,640 +the options are wide, sometimes any failure. And + +557 +00:37:06,640 --> 00:37:08,900 +one out of the previous steps might lead to + +558 +00:37:08,900 --> 00:37:11,800 +rejection. Or sometimes we are going to lead him + +559 +00:37:11,800 --> 00:37:15,940 +and hire him or her. So this is the roadmap for + +560 +00:37:15,940 --> 00:37:18,860 +selection. Final thing. Let's repeat what we said. + +561 +00:37:19,860 --> 00:37:22,620 +Application. Why do we need application? To get + +562 +00:37:22,620 --> 00:37:26,180 +one thing, which is information. + +563 +00:37:28,980 --> 00:37:31,280 +So everybody, every candidate who would like to + +564 +00:37:31,280 --> 00:37:33,800 +apply for any position, he or she must apply or + +565 +00:37:33,800 --> 00:37:37,460 +must fill application. The application could use + +566 +00:37:37,460 --> 00:37:39,640 +what information? Information is required by what + +567 +00:37:39,640 --> 00:37:42,800 +management? We are talking about two kinds of + +568 +00:37:42,800 --> 00:37:45,820 +information. Number one, we called it education + +569 +00:37:45,820 --> 00:37:48,100 +background. And number two, we called it + +570 +00:37:48,100 --> 00:37:52,080 +employment record. These are the most important + +571 +00:37:52,080 --> 00:37:55,500 +things which we are looking for. These are the two + +572 +00:37:55,500 --> 00:37:58,340 +important kinds of information which we are + +573 +00:37:58,340 --> 00:38:02,140 +looking for in the application. Final word, final + +574 +00:38:02,140 --> 00:38:05,100 +advice. So this is very important. Listen. + +575 +00:38:08,910 --> 00:38:12,210 +More than 50% of the candidates they are going to + +576 +00:38:12,210 --> 00:38:15,130 +lie while they are filling in their working + +577 +00:38:15,130 --> 00:38:19,050 +application. They are going to lie, they are not + +578 +00:38:19,050 --> 00:38:21,950 +going to say the truth. Why? For various reasons. + +579 +00:38:24,170 --> 00:38:26,990 +Then as HR, how we are going to reveal if they are + +580 +00:38:26,990 --> 00:38:30,730 +honest or dishonest? By trying to ask them + +581 +00:38:30,730 --> 00:38:33,090 +questions based on the application and the data + +582 +00:38:33,090 --> 00:38:35,980 +which they filled before. If their answers are + +583 +00:38:35,980 --> 00:38:38,520 +systematic, it means they are honest. If their + +584 +00:38:38,520 --> 00:38:40,540 +answers are unsystematic, it means they are + +585 +00:38:40,540 --> 00:38:43,600 +dishonest. + +586 +00:38:44,080 --> 00:38:47,620 +So, your advice is the following. When you are + +587 +00:38:47,620 --> 00:38:50,280 +going to fill an application to apply for a job, + +588 +00:38:51,040 --> 00:38:52,800 +before you are going to be invited to an + +589 +00:38:52,800 --> 00:38:55,940 +interview, please read the application once again. + +590 +00:38:57,420 --> 00:39:00,280 +Read your application before you are going to pass + +591 +00:39:00,280 --> 00:39:04,350 +your working interview. more than 50% of the + +592 +00:39:04,350 --> 00:39:07,430 +questions they will be repeated once again in the + +593 +00:39:07,430 --> 00:39:10,010 +interview and later on interviewers they will + +594 +00:39:10,010 --> 00:39:12,750 +compare the answers which they listened from you + +595 +00:39:12,750 --> 00:39:16,410 +and which they read in your application if they + +596 +00:39:16,410 --> 00:39:18,850 +are matching then you are going to give them the + +597 +00:39:18,850 --> 00:39:21,290 +impression you are honest if they are not matching + +598 +00:39:21,290 --> 00:39:26,910 +you are dishonest this is very important see you + +599 +00:39:26,910 --> 00:39:27,330 +next time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..b2e8762ddb4813e2f031271268dcb82e612deb2d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_raw.srt @@ -0,0 +1,2396 @@ +1 +00:00:21,430 --> 00:00:25,290 +Okay, good morning. Now we will go on with chapter + +2 +00:00:25,290 --> 00:00:28,630 +number seven which talks about the recruitment in + +3 +00:00:28,630 --> 00:00:32,890 +the field of sales companies. Today we will go on + +4 +00:00:32,890 --> 00:00:38,690 +with the selection process. Now listen, this is an + +5 +00:00:38,690 --> 00:00:45,750 +example of how much American sales companies are + +6 +00:00:45,750 --> 00:00:48,330 +calculating the cost of each salesperson + +7 +00:00:48,330 --> 00:00:52,920 +especially in the first year. especially in the + +8 +00:00:52,920 --> 00:00:56,880 +fair steel. So these are general statistics. So + +9 +00:00:56,880 --> 00:00:59,280 +many of the companies, they are saying the + +10 +00:00:59,280 --> 00:01:02,840 +compensation which we are going to pay for the + +11 +00:01:02,840 --> 00:01:06,680 +employee in his fair service or in his fair steel + +12 +00:01:06,680 --> 00:01:11,100 +service, it's going to be calculated with about 35 + +13 +00:01:11,100 --> 00:01:16,000 +,000 US dollars. They are saying the benefits + +14 +00:01:16,000 --> 00:01:23,140 +which are entitled for this person is about 7500 + +15 +00:01:23,140 --> 00:01:27,680 +USD. Regarding the field expenses, they might say + +16 +00:01:27,680 --> 00:01:31,740 +we are going to pay 16000 USD. Regarding the + +17 +00:01:31,740 --> 00:01:34,700 +direct expenses, the companies will pay about + +18 +00:01:34,700 --> 00:01:38,800 +60000 USD. with the total cost or the training + +19 +00:01:38,800 --> 00:01:41,820 +about seven thousand then the total cost is going + +20 +00:01:41,820 --> 00:01:46,720 +to be sixty six thousand US dollar now listen + +21 +00:01:46,720 --> 00:01:50,560 +somebody might wonder why we are providing you + +22 +00:01:50,560 --> 00:01:52,760 +with these amounts of money why we are providing + +23 +00:01:52,760 --> 00:01:58,160 +you with this cost why is it for fun is it for + +24 +00:01:58,160 --> 00:02:00,460 +show why we are making this + +25 +00:02:20,190 --> 00:02:24,490 +So this means that the work which is done or + +26 +00:02:24,490 --> 00:02:27,250 +performed by the HR is very essential and + +27 +00:02:27,250 --> 00:02:31,690 +expensive. In other words, the major goal or the + +28 +00:02:31,690 --> 00:02:34,790 +major responsibility over the shoulder of the HR + +29 +00:02:34,790 --> 00:02:38,570 +specialist is to hire the right person in the + +30 +00:02:38,570 --> 00:02:43,310 +right position. But if they are going to hire the + +31 +00:02:43,310 --> 00:02:47,350 +wrong person in the right position, this means the + +32 +00:02:47,350 --> 00:02:51,190 +company is going to lose over than 60,000 US + +33 +00:02:51,190 --> 00:02:55,410 +dollars for every mistake which is committed by + +34 +00:02:55,410 --> 00:02:59,080 +the HR department. for every mistake which is + +35 +00:02:59,080 --> 00:03:03,640 +committed by the HR department so HR department + +36 +00:03:03,640 --> 00:03:08,020 +they must select and recruit in a very cautious + +37 +00:03:08,020 --> 00:03:13,700 +way any mistake which might lead to hire a wrong + +38 +00:03:13,700 --> 00:03:16,740 +person for a right position is going to be very + +39 +00:03:16,740 --> 00:03:19,940 +expensive it is going to be tremendous cost over + +40 +00:03:19,940 --> 00:03:23,920 +the shoulder of our firm over the shoulder of our + +41 +00:03:23,920 --> 00:03:26,780 +firm so + +42 +00:03:28,170 --> 00:03:31,450 +We are going to talk about a survey which was + +43 +00:03:31,450 --> 00:03:36,050 +distributed for purchasing agents. With this + +44 +00:03:36,050 --> 00:03:40,610 +survey, after it was collected, the majority of + +45 +00:03:40,610 --> 00:03:43,870 +the purchasing agents said, we are looking for + +46 +00:03:43,870 --> 00:03:47,390 +specific traits in the character of the candidates + +47 +00:03:47,390 --> 00:03:52,950 +whom we would like to hire as sales persons. Such + +48 +00:03:52,950 --> 00:03:56,950 +traits include, number one, this person must be + +49 +00:03:56,950 --> 00:04:02,550 +loyal to the customer. Number two, this person + +50 +00:04:02,550 --> 00:04:06,010 +must have a willingness to defend the rights of + +51 +00:04:06,010 --> 00:04:11,790 +his or her customers. Number three, this person + +52 +00:04:11,790 --> 00:04:15,690 +must be detail-oriented. In other words, this + +53 +00:04:15,690 --> 00:04:20,290 +person is awakened and considers all the details + +54 +00:04:20,290 --> 00:04:23,610 +involved in the purchasing process. The final + +55 +00:04:23,610 --> 00:04:27,550 +trait this person must be able to follow through + +56 +00:04:27,550 --> 00:04:32,990 +own promises, in other words, to be faithful, to + +57 +00:04:32,990 --> 00:04:38,210 +be a word keeper or a promise keeper. So all these + +58 +00:04:38,210 --> 00:04:41,790 +are some of the examples or the traits which + +59 +00:04:41,790 --> 00:04:45,270 +should be available in the character of the + +60 +00:04:45,270 --> 00:04:49,010 +candidates who are applying for sales positions, + +61 +00:04:49,490 --> 00:04:52,630 +sales vacancies. Any questions or comments about + +62 +00:04:52,630 --> 00:04:56,490 +this? Now to demonstrate this more or to clarify + +63 +00:04:56,490 --> 00:05:01,090 +it more, look at these statistics. Now these are + +64 +00:05:01,090 --> 00:05:04,070 +some of the answers or responses which we took + +65 +00:05:04,070 --> 00:05:07,890 +from purchasing agents regarding the traits which + +66 +00:05:07,890 --> 00:05:11,490 +they are looking for in the characters of the + +67 +00:05:11,490 --> 00:05:17,320 +candidates. More than about 75% they gave trait + +68 +00:05:17,320 --> 00:05:21,060 +number one which is the candidate should have a + +69 +00:05:21,060 --> 00:05:25,420 +willingness to fight for the customer's right with + +70 +00:05:25,420 --> 00:05:29,960 +more than 75% responses. Other responses they + +71 +00:05:29,960 --> 00:05:34,000 +focus more on firmness or follow through to be + +72 +00:05:34,000 --> 00:05:39,610 +detailed oriented with about 75%. Other sponsors + +73 +00:05:39,610 --> 00:05:41,630 +focus on something called market knowledge or + +74 +00:05:41,630 --> 00:05:46,910 +willingness to share with about 50%. Others focus + +75 +00:05:46,910 --> 00:05:49,850 +on the knowledge of the product line, diplomacy + +76 +00:05:49,850 --> 00:05:53,230 +and finally imagination. These are the major + +77 +00:05:53,230 --> 00:05:57,850 +traits which were purchased or looked for by the + +78 +00:05:57,850 --> 00:06:00,630 +persons who would like to hire sales persons. So + +79 +00:06:00,630 --> 00:06:04,930 +the most important trait is willingness to fight + +80 +00:06:04,930 --> 00:06:07,970 +and to defend the rights of the customers. And the + +81 +00:06:07,970 --> 00:06:13,930 +latest one is imagination. Okay, let's go on. + +82 +00:06:15,570 --> 00:06:19,870 +Listen here. If you would like to hire sales + +83 +00:06:19,870 --> 00:06:24,410 +people, We as HR department, we are going to adopt + +84 +00:06:24,410 --> 00:06:29,790 +one out of the two strategies. One out of two + +85 +00:06:29,790 --> 00:06:35,530 +strategies. First, to hire technicians and later + +86 +00:06:35,530 --> 00:06:38,590 +on we are going to teach them how to sell. Is this + +87 +00:06:38,590 --> 00:06:41,070 +a strategy? This is strategy number one. Which is + +88 +00:06:41,070 --> 00:06:44,030 +to hire technicians and later on we will teach + +89 +00:06:44,030 --> 00:06:49,300 +them how to sell. The second strategy to hire + +90 +00:06:49,300 --> 00:06:53,540 +experienced salesperson and later then we are + +91 +00:06:53,540 --> 00:06:55,460 +going to teach them the technician or the + +92 +00:06:55,460 --> 00:07:00,720 +technical skills so this is the first strategy and + +93 +00:07:00,720 --> 00:07:05,560 +this is the second one somebody is going to say + +94 +00:07:05,560 --> 00:07:09,920 +which one is better both of them are good or both + +95 +00:07:09,920 --> 00:07:13,360 +of them can function the purpose which is designed + +96 +00:07:13,360 --> 00:07:17,520 +for But the problem or the question or the right + +97 +00:07:17,520 --> 00:07:20,220 +question which we should ask, not the question + +98 +00:07:20,220 --> 00:07:24,200 +which one is better, but the question is, can our + +99 +00:07:24,200 --> 00:07:28,740 +sales or private company train this new candidate + +100 +00:07:28,740 --> 00:07:35,480 +or not? Therefore, capability of training which is + +101 +00:07:35,480 --> 00:07:39,700 +available in our company is the key factor to make + +102 +00:07:39,700 --> 00:07:42,320 +the first strategy successful or to make the + +103 +00:07:42,320 --> 00:07:45,860 +second strategy successful. So if you are able to + +104 +00:07:45,860 --> 00:07:49,880 +train, your strategy will succeed regardless of + +105 +00:07:49,880 --> 00:07:52,880 +which strategy you are following. But if your + +106 +00:07:52,880 --> 00:07:55,360 +company cannot train, this is going to be + +107 +00:07:55,360 --> 00:07:58,400 +problematic. It is going to be a failure strategy. + +108 +00:07:59,320 --> 00:08:02,020 +Somebody is going to say, this is easy. It isn't + +109 +00:08:02,020 --> 00:08:05,880 +easy. It can never be easy. Somebody is going to + +110 +00:08:05,880 --> 00:08:11,060 +say, why? Number one, training is expensive. 2. A + +111 +00:08:11,060 --> 00:08:13,140 +course or the budget of the training must be + +112 +00:08:13,140 --> 00:08:16,920 +available within the budget of the firm. 3. Who + +113 +00:08:16,920 --> 00:08:21,200 +are the trainers? These trainers must be + +114 +00:08:21,200 --> 00:08:22,560 +experienced and qualified. + +115 +00:08:25,440 --> 00:08:28,180 +Many of teachers here for example, they are going + +116 +00:08:28,180 --> 00:08:30,980 +to be excellent and good teachers. But if you are + +117 +00:08:30,980 --> 00:08:32,740 +going to give them a course of training, they are + +118 +00:08:32,740 --> 00:08:37,800 +going to be failure. Why? Training has more + +119 +00:08:37,800 --> 00:08:40,900 +advantages and skills which are distinguishing + +120 +00:08:40,900 --> 00:08:47,560 +from teaching, from learning. Once again, training + +121 +00:08:47,560 --> 00:08:52,180 +has or requires more skills, more potential. These + +122 +00:08:52,180 --> 00:08:54,560 +potentials and skills might not be available in an + +123 +00:08:54,560 --> 00:08:57,340 +ordinary person. So if you are going to hire and + +124 +00:08:57,340 --> 00:09:01,920 +recruit a trainer, the cost will increase more and + +125 +00:09:01,920 --> 00:09:05,510 +more. Because of this we are saying training + +126 +00:09:05,510 --> 00:09:08,630 +capability is something which is fundamental, + +127 +00:09:08,810 --> 00:09:11,070 +which is going to be the key factor to make any + +128 +00:09:11,070 --> 00:09:17,030 +strategy successful or failure. Let's go on. So + +129 +00:09:17,030 --> 00:09:19,150 +legality of job qualification, we are going to + +130 +00:09:19,150 --> 00:09:21,230 +talk about legality of job qualification. This is + +131 +00:09:21,230 --> 00:09:24,610 +reminding us with what? With the first factor + +132 +00:09:24,610 --> 00:09:31,430 +which we said it is influencing the Planning a + +133 +00:09:31,430 --> 00:09:36,610 +process of recruitment. It was the last factor. + +134 +00:09:40,550 --> 00:09:46,370 +Now, legality of job qualification. This is an + +135 +00:09:46,370 --> 00:09:51,370 +umbrella and this umbrella is founded on one + +136 +00:09:51,370 --> 00:09:54,210 +backbone which is number one academic + +137 +00:09:54,210 --> 00:09:55,070 +qualification + +138 +00:10:01,440 --> 00:10:04,420 +And number two, professional experience. + +139 +00:10:08,800 --> 00:10:15,320 +And listen here, sometimes as HR you might fell in + +140 +00:10:15,320 --> 00:10:19,060 +a trap. What is this trap? You are going to + +141 +00:10:19,060 --> 00:10:23,760 +encounter candidates who are equal in point number + +142 +00:10:23,760 --> 00:10:27,080 +one and in point number two. And both of them are + +143 +00:10:27,080 --> 00:10:32,600 +legality of job qualification. some of the most + +144 +00:10:32,600 --> 00:10:35,360 +common mistakes might happen based on one word + +145 +00:10:35,360 --> 00:10:39,280 +which is called discrimination + +146 +00:10:39,280 --> 00:10:46,380 +which is called discrimination these mistakes + +147 +00:10:46,380 --> 00:10:48,880 +which might happen as a result of discrimination + +148 +00:10:48,880 --> 00:10:52,820 +might be founded on one out of these three reasons + +149 +00:10:52,820 --> 00:10:59,280 +number one age number two sex and number three + +150 +00:10:59,280 --> 00:11:00,620 +ethnicity + +151 +00:11:10,850 --> 00:11:15,010 +Now, let's clarify this. The discrimination might + +152 +00:11:15,010 --> 00:11:16,710 +be founded on the age because of the fallout. + +153 +00:11:18,140 --> 00:11:21,720 +Imagine two candidates, one of them his age is + +154 +00:11:21,720 --> 00:11:25,700 +about 40, the second one his age is about 30. Both + +155 +00:11:25,700 --> 00:11:27,060 +of them they are equal in their academic + +156 +00:11:27,060 --> 00:11:31,180 +qualification and professional experience. Many of + +157 +00:11:31,180 --> 00:11:34,740 +the employers they are going to employ or hire the + +158 +00:11:34,740 --> 00:11:40,040 +young candidate. Whose age is? 10. Why? He is + +159 +00:11:40,040 --> 00:11:42,960 +going to be more active, more vital, and he is + +160 +00:11:42,960 --> 00:11:46,620 +going to carry more pressure and workload than the + +161 +00:11:46,620 --> 00:11:49,980 +candidate whose age is 40. Is this discrimination? + +162 +00:11:50,180 --> 00:11:54,060 +Yes, it is discrimination. A second employment + +163 +00:11:54,060 --> 00:11:56,460 +might be founded or biased according to what this + +164 +00:11:56,460 --> 00:12:00,730 +says. The female and the male. Employers might say + +165 +00:12:00,730 --> 00:12:04,550 +if the male and the female candidates are equal in + +166 +00:12:04,550 --> 00:12:07,910 +experiences and academic qualification, they will + +167 +00:12:07,910 --> 00:12:11,330 +say we prefer to hire the male. Because this + +168 +00:12:11,330 --> 00:12:14,570 +person isn't going to have maternity leave, this + +169 +00:12:14,570 --> 00:12:16,690 +person isn't going to suffer from pregnancy + +170 +00:12:16,690 --> 00:12:19,890 +consequences and so on. Therefore, he is going to + +171 +00:12:19,890 --> 00:12:22,530 +be in his job all the time throughout the 12 + +172 +00:12:22,530 --> 00:12:26,330 +months of the year. Is this discrimination? Yes, + +173 +00:12:26,530 --> 00:12:30,110 +it is discrimination. And sometimes discrimination + +174 +00:12:30,110 --> 00:12:34,150 +might happen as a result of ethnicity. In America, + +175 +00:12:34,270 --> 00:12:36,450 +we are talking about three major ethnicities or + +176 +00:12:36,450 --> 00:12:43,150 +races. The white, the black, and listen here, if + +177 +00:12:43,150 --> 00:12:44,750 +you would like to communicate with Americans, + +178 +00:12:45,210 --> 00:12:47,810 +don't use the word black. Use the word African + +179 +00:12:47,810 --> 00:12:53,190 +American. African American, it is more polite + +180 +00:12:53,190 --> 00:12:57,820 +structure. Don't ever call somebody black. If you + +181 +00:12:57,820 --> 00:13:00,120 +are going to say black, somebody is going to smell + +182 +00:13:00,120 --> 00:13:05,400 +from your words that you are racist. So all the + +183 +00:13:05,400 --> 00:13:07,480 +time you use African American. And the third + +184 +00:13:07,480 --> 00:13:11,580 +ethnicity we called it Hispanic. And the Hispanics + +185 +00:13:11,580 --> 00:13:15,660 +are the Latinos. The Latinos who came from Mexico + +186 +00:13:15,660 --> 00:13:18,520 +and southern America continent. And they + +187 +00:13:18,520 --> 00:13:20,540 +immigrated to America and they made families over + +188 +00:13:20,540 --> 00:13:24,120 +there and now they are American citizens. Now if + +189 +00:13:24,120 --> 00:13:27,180 +the employer is white and the two candidates, one + +190 +00:13:27,180 --> 00:13:28,900 +of them is white and the second is African + +191 +00:13:28,900 --> 00:13:32,880 +-American, he might choose the white one. If the + +192 +00:13:32,880 --> 00:13:35,240 +employer is African-American and two candidates, + +193 +00:13:35,360 --> 00:13:37,020 +one of them is African-American and the second is + +194 +00:13:37,020 --> 00:13:40,740 +Latino, he might prefer the African-American. So + +195 +00:13:40,740 --> 00:13:44,040 +this is a discrimination. They are not allowed + +196 +00:13:44,040 --> 00:13:47,420 +according to the law of law or law of employment + +197 +00:13:47,420 --> 00:13:49,620 +or according to the religion and also according to + +198 +00:13:49,620 --> 00:13:53,310 +ethics. If we would like to apply this in the + +199 +00:13:53,310 --> 00:13:56,150 +Palestinian context, this is applicable, this is + +200 +00:13:56,150 --> 00:13:59,770 +applicable, this isn't applicable. Because all the + +201 +00:13:59,770 --> 00:14:01,190 +Palestinians, they are belonging to the same + +202 +00:14:01,190 --> 00:14:05,290 +ethnicity. Its equivalent is going to be this one. + +203 +00:14:06,310 --> 00:14:07,550 +Excellent affiliation. + +204 +00:14:12,630 --> 00:14:15,390 +Political affiliation. So the political + +205 +00:14:15,390 --> 00:14:18,610 +affiliation, does it matter? Yes, it matters. Some + +206 +00:14:18,610 --> 00:14:21,570 +of the organizations, they are taking decisions of + +207 +00:14:21,570 --> 00:14:25,870 +hiring based on discriminatory basis. Once again, + +208 +00:14:26,030 --> 00:14:29,050 +this is considered to be what? Illegal, or + +209 +00:14:29,050 --> 00:14:31,810 +discrimination, or unethical, or irreligious. + +210 +00:14:34,350 --> 00:14:40,180 +So if you are going to work as HR, Don't fall into + +211 +00:14:40,180 --> 00:14:42,860 +the trap which is called discrimination, which is + +212 +00:14:42,860 --> 00:14:47,340 +a result of equity between academic qualifications + +213 +00:14:47,340 --> 00:14:51,700 +and professional experience. This is something + +214 +00:14:51,700 --> 00:15:00,400 +very dangerous. Clear? Go on. Now listen. Now + +215 +00:15:00,400 --> 00:15:03,800 +let's ask another question. And this another + +216 +00:15:03,800 --> 00:15:08,410 +question is the following. Imagine we are going to + +217 +00:15:08,410 --> 00:15:11,310 +have your boss or supervisor or the director of + +218 +00:15:11,310 --> 00:15:15,190 +the firm phone you and told you you are working as + +219 +00:15:15,190 --> 00:15:18,630 +HR specialist in this firm. He told you or she + +220 +00:15:18,630 --> 00:15:20,790 +told you that we have 10 vacancies. + +221 +00:15:23,550 --> 00:15:27,550 +We have 10 vacancies. Which you are responsible as + +222 +00:15:27,550 --> 00:15:32,650 +HR department to fill these 10 vacancies. Now we + +223 +00:15:32,650 --> 00:15:35,930 +are going to ask one major question which is read. + +224 +00:15:37,120 --> 00:15:43,480 +How many applicants should + +225 +00:15:43,480 --> 00:15:44,040 +we attract? + +226 +00:15:48,420 --> 00:15:54,100 +This is a big question. Should we attract 11? + +227 +00:15:54,760 --> 00:15:59,000 +Should we attract 12? Should we attract 100? + +228 +00:15:59,540 --> 00:16:04,280 +Should we attract 1000? Should we attract 200? And + +229 +00:16:04,280 --> 00:16:09,260 +so on. So the number is something very important. + +230 +00:16:09,520 --> 00:16:12,520 +Let's give example. If you are going to attract 12 + +231 +00:16:12,520 --> 00:16:17,420 +candidates, God knows somebody might fail in the + +232 +00:16:17,420 --> 00:16:20,300 +test, another body might fail in the interview, + +233 +00:16:20,800 --> 00:16:23,720 +and a third body might be unqualified, and his + +234 +00:16:23,720 --> 00:16:26,740 +unqualification might be determined while we are + +235 +00:16:26,740 --> 00:16:29,960 +screening out his or her application, and a fourth + +236 +00:16:29,960 --> 00:16:34,670 +might decline your offer. So in this way, four + +237 +00:16:34,670 --> 00:16:37,450 +withdrew out of room twelve, then what is left is + +238 +00:16:37,450 --> 00:16:42,050 +eight. So we filled eight vacancies out of ten and + +239 +00:16:42,050 --> 00:16:46,270 +two are still vacant. Do you want me to retain or + +240 +00:16:46,270 --> 00:16:48,850 +to reverse what we did with the second two + +241 +00:16:48,850 --> 00:16:53,830 +vacancies? Is this logical? Is this economical? Is + +242 +00:16:53,830 --> 00:16:59,290 +this feasible? Of course not. Should I hire or + +243 +00:16:59,290 --> 00:17:00,630 +attract one hundred? + +244 +00:17:09,040 --> 00:17:16,020 +Because we have a formula and this formula is + +245 +00:17:16,020 --> 00:17:19,800 +founded on logic and mathematical equations. What + +246 +00:17:19,800 --> 00:17:23,170 +the formula is saying All the time, if we would + +247 +00:17:23,170 --> 00:17:26,270 +like to identify the number of applicants whom we + +248 +00:17:26,270 --> 00:17:28,890 +should attract, we should follow through this + +249 +00:17:28,890 --> 00:17:31,470 +formula. The formula is saying, the number of + +250 +00:17:31,470 --> 00:17:35,650 +recruits, we abbreviated this by R, which refers + +251 +00:17:35,650 --> 00:17:41,230 +to recruits, equals H divided by S multiplied by + +252 +00:17:41,230 --> 00:17:47,530 +A. Now, the H is referring to the required number + +253 +00:17:47,530 --> 00:17:52,750 +of hires. Required number of hours which are the + +254 +00:17:52,750 --> 00:17:58,510 +vacancies. Which are the vacancies. الـS it refers + +255 +00:17:58,510 --> 00:18:03,590 +to the percentage of the recruits selected. Those + +256 +00:18:03,590 --> 00:18:09,710 +persons whom he would like to select to occupy the + +257 +00:18:09,710 --> 00:18:13,970 +vacancies. والـA it refers to the percentage of + +258 +00:18:13,970 --> 00:18:18,710 +those selected who accept the offer. Because some + +259 +00:18:18,710 --> 00:18:21,690 +successful candidates might decline your offers. + +260 +00:18:22,070 --> 00:18:24,130 +Why? Because of the salary, because of the number + +261 +00:18:24,130 --> 00:18:26,010 +of holidays, because of the working hours and so + +262 +00:18:26,010 --> 00:18:30,710 +on. So all these things must be plugged into a + +263 +00:18:30,710 --> 00:18:33,270 +certain formula to determine the number of + +264 +00:18:33,270 --> 00:18:36,410 +applicants whom we should attract according to the + +265 +00:18:36,410 --> 00:18:41,150 +specific number of vacancies. Imagine if the + +266 +00:18:41,150 --> 00:18:44,670 +company needs to hire 10 people. 10 people means + +267 +00:18:45,810 --> 00:18:52,050 +10 vacancies, which means H. Then and expects to + +268 +00:18:52,050 --> 00:18:58,490 +select 10% of those applying and if 50% of those + +269 +00:18:58,490 --> 00:19:04,410 +offered of the job accept, then block the formula + +270 +00:19:04,410 --> 00:19:09,250 +and the answer is going to be 10 divided by 10% + +271 +00:19:09,250 --> 00:19:13,790 +multiplied by 50 which equals 200 applications we + +272 +00:19:13,790 --> 00:19:17,190 +should attract and recruit. before we begin the + +273 +00:19:17,190 --> 00:19:23,310 +process of recruitment because of this we said 200 + +274 +00:19:23,310 --> 00:19:27,170 +is correct any question or comments about this + +275 +00:19:27,170 --> 00:19:31,390 +this is very important this is very important what + +276 +00:19:31,390 --> 00:19:34,170 +might be in the final why I'm encouraging you all + +277 +00:19:34,170 --> 00:19:36,470 +the time to bring your calculator in the final + +278 +00:19:36,470 --> 00:19:42,530 +bring your calculator in the final exam okay go on + +279 +00:19:42,530 --> 00:19:48,290 +listen here Now, we would like to talk about now + +280 +00:19:48,290 --> 00:19:51,650 +the recruitment process. How we should initiate + +281 +00:19:51,650 --> 00:19:53,750 +our recruitment process? By one word which is + +282 +00:19:53,750 --> 00:20:00,530 +called ads, advertisements. In other words, we are + +283 +00:20:00,530 --> 00:20:04,390 +referring to the process of read. Announcements. + +284 +00:20:05,090 --> 00:20:08,790 +Exactly, announcements. To inform the public that + +285 +00:20:08,790 --> 00:20:13,730 +we have vacancies and we need to fill them. These + +286 +00:20:13,730 --> 00:20:17,110 +announcements are various. They might happen or + +287 +00:20:17,110 --> 00:20:22,370 +they might be displayed electronically and + +288 +00:20:22,370 --> 00:20:27,030 +sometimes they might be displayed manually. If it + +289 +00:20:27,030 --> 00:20:30,090 +is manual, we are going to talk about journals, we + +290 +00:20:30,090 --> 00:20:34,550 +are going to talk about newspapers. If it is + +291 +00:20:34,550 --> 00:20:36,850 +electronic, we are going to talk about the whips. + +292 +00:20:38,610 --> 00:20:40,770 +In America, we have very famous whips for + +293 +00:20:40,770 --> 00:20:43,790 +advertisements like general or you will see + +294 +00:20:43,790 --> 00:20:46,410 +general employment related to websites and etc. + +295 +00:20:47,010 --> 00:20:49,290 +One of the most famous employment websites in + +296 +00:20:49,290 --> 00:20:56,970 +America for employment is monastery.com and if you + +297 +00:20:56,970 --> 00:20:59,050 +are going to visit monastery.com it is listing + +298 +00:20:59,050 --> 00:21:02,090 +down all the vacancies in the 50 states of America + +299 +00:21:02,090 --> 00:21:06,830 +in the 50 states and it is up to date and it is + +300 +00:21:06,830 --> 00:21:09,890 +comprehensive. Now we are talking about country + +301 +00:21:09,890 --> 00:21:12,110 +Palestine. The most famous website for recruitment + +302 +00:21:12,110 --> 00:21:13,570 +is jobs.ps. + +303 +00:21:17,310 --> 00:21:22,950 +This is the most famous one. I think jobs.ps. Jobs + +304 +00:21:22,950 --> 00:21:27,110 +.ps, yes. Jobs.ps. Also we have another famous + +305 +00:21:27,110 --> 00:21:29,750 +website which is called juber.ps. + +306 +00:21:32,670 --> 00:21:37,870 +These are the most common and famous websites + +307 +00:21:37,870 --> 00:21:41,210 +which are listing down all the vacancies in + +308 +00:21:41,210 --> 00:21:43,970 +Westpac and Gaza and Jerusalem and it is up-to + +309 +00:21:43,970 --> 00:21:49,150 +-date every single minute and includes every kind + +310 +00:21:49,150 --> 00:21:52,880 +of job regardless of its category. regardless of + +311 +00:21:52,880 --> 00:21:55,940 +its category. Why I'm encouraging you because you + +312 +00:21:55,940 --> 00:21:58,460 +are about to graduate. I'm encouraging you to keep + +313 +00:21:58,460 --> 00:22:00,620 +them down, keep them on the favorites on your + +314 +00:22:00,620 --> 00:22:03,780 +desktop or laptop, and visit them regularly from + +315 +00:22:03,780 --> 00:22:07,100 +time to time. They are very important. And by the + +316 +00:22:07,100 --> 00:22:10,380 +way, in my actual life, I hunted down more than + +317 +00:22:10,380 --> 00:22:15,020 +two jobs by skimming these websites. They are very + +318 +00:22:15,020 --> 00:22:17,800 +important. Okay? Now go on. + +319 +00:22:21,540 --> 00:22:23,920 +Also, we would like to talk about classified ads. + +320 +00:22:24,760 --> 00:22:29,520 +Classified ads, it means advertisements which are + +321 +00:22:29,520 --> 00:22:32,400 +going to be classified according to their nature + +322 +00:22:32,400 --> 00:22:35,920 +and so on. They have advantages. Advantages like + +323 +00:22:35,920 --> 00:22:40,500 +what? Reaches wide audiences. Second, use if high + +324 +00:22:40,500 --> 00:22:43,180 +turnover. Third, tend to overproduce under + +325 +00:22:43,180 --> 00:22:46,110 +qualified candidates. Classified ads, + +326 +00:22:46,990 --> 00:22:49,750 +advertisements of jobs which are relating to + +327 +00:22:49,750 --> 00:22:53,590 +specific fields of professions. If you are looking + +328 +00:22:53,590 --> 00:22:55,330 +for engineers, you are going to find the + +329 +00:22:55,330 --> 00:22:58,570 +classified ads in, for example, engineering + +330 +00:22:58,570 --> 00:23:02,690 +journals, engineering sites, engineering + +331 +00:23:02,690 --> 00:23:07,230 +organizations. Also, sometimes you can attract the + +332 +00:23:07,230 --> 00:23:09,730 +employees from you represent employees now. How? + +333 +00:23:10,490 --> 00:23:13,840 +Familiar with the company products? Second, they + +334 +00:23:13,840 --> 00:23:17,000 +are going to establish job histories. Third, sales + +335 +00:23:17,000 --> 00:23:19,680 +as a promotion, not require a lot of training + +336 +00:23:19,680 --> 00:23:22,820 +because they know us. And finally, over rely on + +337 +00:23:22,820 --> 00:23:25,800 +previous experience. Somebody is going to say, how + +338 +00:23:25,800 --> 00:23:31,680 +am I going to rehire a current employee now? Over + +339 +00:23:31,680 --> 00:23:38,460 +time? Okay, and sometimes? Another job offer? Two + +340 +00:23:38,460 --> 00:23:48,060 +shifts? Promotion? promotion. Now listen, Japanese + +341 +00:23:48,060 --> 00:23:53,200 +they are addicted to hire and to promote their + +342 +00:23:53,200 --> 00:23:58,820 +current employees, especially if these positions + +343 +00:23:58,820 --> 00:24:04,280 +are seniors. They prefer priority number one is + +344 +00:24:04,280 --> 00:24:07,560 +given for the current employees who are working + +345 +00:24:07,560 --> 00:24:12,200 +now inside the organization. The Americans and the + +346 +00:24:12,200 --> 00:24:20,120 +westernized farms prefer to produce or to pump new + +347 +00:24:20,120 --> 00:24:24,160 +blood. Therefore, their employment is going to be + +348 +00:24:24,160 --> 00:24:28,940 +external rather than internal. But the Japanese + +349 +00:24:28,940 --> 00:24:33,500 +prefer the internal jobs especially for the most + +350 +00:24:33,500 --> 00:24:37,650 +important and senior positions. So in this case, + +351 +00:24:37,830 --> 00:24:40,070 +if you are going to hire, rehire prison employees, + +352 +00:24:40,470 --> 00:24:44,290 +this means we are implementing promotions and we + +353 +00:24:44,290 --> 00:24:47,210 +are imitating the Japanese styles, which is + +354 +00:24:47,210 --> 00:24:49,570 +enjoying more than one advantages or + +355 +00:24:49,570 --> 00:24:51,430 +characteristics, like these ones. + +356 +00:24:55,170 --> 00:24:59,820 +Any questions or comments? Go on. Sometimes also + +357 +00:24:59,820 --> 00:25:03,460 +we can recruit candidates, how? By contacting + +358 +00:25:03,460 --> 00:25:07,440 +referrals or networking, whom they are familiar + +359 +00:25:07,440 --> 00:25:10,260 +with the character of these candidates, who they + +360 +00:25:10,260 --> 00:25:14,040 +know they are fitting for these positions. So we + +361 +00:25:14,040 --> 00:25:17,540 +are going to contact them. Reference means a + +362 +00:25:17,540 --> 00:25:20,360 +person who already used to work with this + +363 +00:25:20,360 --> 00:25:24,200 +candidate, and a person who knows that this person + +364 +00:25:24,200 --> 00:25:27,880 +can function and can fulfill the responsibilities + +365 +00:25:27,880 --> 00:25:31,540 +of the current position. Take this scenario and + +366 +00:25:31,540 --> 00:25:35,580 +tell me how you are going to act as HR. Imagine a + +367 +00:25:35,580 --> 00:25:39,850 +man She applied for us with her CV. She is + +368 +00:25:39,850 --> 00:25:43,330 +mentioning three referrals whom she knows or whom + +369 +00:25:43,330 --> 00:25:48,050 +they know her and they already worked with her. As + +370 +00:25:48,050 --> 00:25:52,590 +HR should we be satisfied by the current referrals + +371 +00:25:52,590 --> 00:25:55,230 +whom she is going to provide to us in our or in + +372 +00:25:55,230 --> 00:26:00,100 +her CV? The answer is no. Why? Because of the + +373 +00:26:00,100 --> 00:26:02,460 +time, the applicant or the candidate is going to + +374 +00:26:02,460 --> 00:26:06,260 +provide you with three referrals who are going to + +375 +00:26:06,260 --> 00:26:10,960 +talk positively on behalf of him or her. What + +376 +00:26:10,960 --> 00:26:11,660 +should we do? + +377 +00:26:14,500 --> 00:26:15,080 +How? + +378 +00:26:20,380 --> 00:26:22,740 +By adopting the technique which is called + +379 +00:26:22,740 --> 00:26:27,100 +snowball. How? Yes, if a man is mentioning for + +380 +00:26:27,100 --> 00:26:29,980 +example that Amna is one of her referrals, we are + +381 +00:26:29,980 --> 00:26:31,420 +going to pick up the phone and we are going to + +382 +00:26:31,420 --> 00:26:35,080 +contact Amna. Amna, how are you? Etc. Etc. Do you + +383 +00:26:35,080 --> 00:26:38,060 +know a candidate whose name is Iman? Etc. How do + +384 +00:26:38,060 --> 00:26:40,020 +you know her? What were her responsibilities? How + +385 +00:26:40,020 --> 00:26:42,520 +do you think of her character? And so on. And + +386 +00:26:42,520 --> 00:26:45,320 +before closing the conversation with her, Amna, + +387 +00:26:45,420 --> 00:26:47,300 +would you mind to provide us with another name who + +388 +00:26:47,300 --> 00:26:51,420 +used to work with Amany or Iman? She is going to + +389 +00:26:51,420 --> 00:26:54,280 +provide us with a new referral along with his or + +390 +00:26:54,280 --> 00:26:58,360 +her phone number that isn't listed in her CV. If + +391 +00:26:58,360 --> 00:27:01,040 +the new statement from the new referral confirms + +392 +00:27:01,040 --> 00:27:04,440 +the answer of Amna, this means that she is in the + +393 +00:27:04,440 --> 00:27:10,080 +safe ground. But if the new statement isn't + +394 +00:27:10,080 --> 00:27:13,980 +matching with the statement of Amna, then a red + +395 +00:27:13,980 --> 00:27:17,780 +flag must be raised, which means we need to search + +396 +00:27:17,780 --> 00:27:22,830 +more and more. That's it. Clear? Any question or + +397 +00:27:22,830 --> 00:27:25,930 +comments about that? This is very important. Don't + +398 +00:27:25,930 --> 00:27:28,930 +ever be satisfied by the statements which you are + +399 +00:27:28,930 --> 00:27:31,810 +going to get from the referrals who are listed in + +400 +00:27:31,810 --> 00:27:38,990 +the CV of the candidate. Clear? One thing which is + +401 +00:27:38,990 --> 00:27:41,450 +important. All the time remember, + +402 +00:27:44,690 --> 00:27:50,850 +your GPA, your transcript, your certificate. Your + +403 +00:27:50,850 --> 00:27:55,470 +score in the job test, your score in the job + +404 +00:27:55,470 --> 00:27:58,730 +interview does not reveal the character of the + +405 +00:27:58,730 --> 00:28:05,210 +candidate. Because of this, you as HR, all these + +406 +00:28:05,210 --> 00:28:07,610 +things, sometimes they might be misleading. + +407 +00:28:09,250 --> 00:28:12,450 +Sometimes they might be misleading. Because of + +408 +00:28:12,450 --> 00:28:15,750 +this, we have to dig in, in the character of this + +409 +00:28:15,750 --> 00:28:20,490 +candidate. We have to dig in the character of this + +410 +00:28:20,490 --> 00:28:24,270 +candidate. How? By a good referral check. + +411 +00:28:28,590 --> 00:28:33,470 +Employment chances, sometimes we might not attract + +412 +00:28:33,470 --> 00:28:35,110 +candidates. Who are going to attract the + +413 +00:28:35,110 --> 00:28:38,110 +candidates? Employment chances. When can we depend + +414 +00:28:38,110 --> 00:28:41,570 +on this technique? If our firm is small and we do + +415 +00:28:41,570 --> 00:28:46,880 +not have HR department. If our firm is small and + +416 +00:28:46,880 --> 00:28:49,260 +we do not have a chartered partner, then we are + +417 +00:28:49,260 --> 00:28:51,320 +going to sign a private contract with an + +418 +00:28:51,320 --> 00:28:56,280 +independent employment agency to find the right + +419 +00:28:56,280 --> 00:28:58,660 +person for the right position in our own company. + +420 +00:29:00,380 --> 00:29:02,840 +This technique is very widely applicable in the + +421 +00:29:02,840 --> 00:29:05,700 +Gulf States and in America. But here in Palestine, + +422 +00:29:05,900 --> 00:29:09,860 +we do not follow it. A third technique is school + +423 +00:29:09,860 --> 00:29:12,460 +and colleges. How? By something called internship. + +424 +00:29:14,930 --> 00:29:21,130 +With internship, listen, this is American program + +425 +00:29:21,130 --> 00:29:23,550 +which is now applicable in all universities and + +426 +00:29:23,550 --> 00:29:27,910 +colleges worldwide. For example, in our college + +427 +00:29:27,910 --> 00:29:30,190 +and in your department, in the fourth year you are + +428 +00:29:30,190 --> 00:29:33,940 +going to spend one semester training. In the + +429 +00:29:33,940 --> 00:29:37,860 +training, it is going to be a nice opportunity by + +430 +00:29:37,860 --> 00:29:41,840 +which a realistic company in the real labor market + +431 +00:29:41,840 --> 00:29:45,640 +offering you opportunity to train. Here, we are + +432 +00:29:45,640 --> 00:29:48,680 +talking about win-win situation. You as a trainee + +433 +00:29:48,680 --> 00:29:50,820 +and graduate, you are going to get a new + +434 +00:29:50,820 --> 00:29:53,280 +experience. You are going to know exactly what is + +435 +00:29:53,280 --> 00:29:57,980 +the actual reality which is available in the + +436 +00:29:57,980 --> 00:30:03,040 +market level or labor market. On the other hand, + +437 +00:30:03,600 --> 00:30:07,580 +the company will benefit from you. How? They are + +438 +00:30:07,580 --> 00:30:14,160 +going to do extra work with minimal cost. Because + +439 +00:30:14,160 --> 00:30:21,540 +of this, I am encouraging you to be smart in + +440 +00:30:21,540 --> 00:30:23,720 +selecting the nice location or the firm or the + +441 +00:30:23,720 --> 00:30:25,820 +company where you are going to spend your + +442 +00:30:25,820 --> 00:30:29,230 +training. To spend training in a specific company + +443 +00:30:29,230 --> 00:30:32,670 +or organization might open the door for you to get + +444 +00:30:32,670 --> 00:30:36,770 +a permanent job after your graduation. Many of the + +445 +00:30:36,770 --> 00:30:38,830 +employers they are going to say we would like to + +446 +00:30:38,830 --> 00:30:43,390 +employ her, why? Number one, she lived with us for + +447 +00:30:43,390 --> 00:30:46,410 +about four months and we know each other very good + +448 +00:30:46,410 --> 00:30:50,590 +way. Number two, she is competent and she mastered + +449 +00:30:50,590 --> 00:30:53,970 +the system. Number three, she understands us and + +450 +00:30:53,970 --> 00:30:56,110 +she is going to save us too much of time and too + +451 +00:30:56,110 --> 00:31:00,310 +much of training efforts. Because of this, this is + +452 +00:31:00,310 --> 00:31:03,770 +going to open you a very strong opportunity to + +453 +00:31:03,770 --> 00:31:06,230 +hunt and to get a job after your training + +454 +00:31:06,230 --> 00:31:12,620 +finished. Clear? Therefore, be smart for selecting + +455 +00:31:12,620 --> 00:31:14,520 +the organization which you would like to train in, + +456 +00:31:14,980 --> 00:31:17,700 +and all the time try to demonstrate yourself in + +457 +00:31:17,700 --> 00:31:21,500 +your retraining period. Any questions? Any + +458 +00:31:21,500 --> 00:31:24,160 +comments? I am not speaking or talking + +459 +00:31:24,160 --> 00:31:27,860 +hypothetically. I can provide you with ten and ten + +460 +00:31:27,860 --> 00:31:32,260 +of successful stories where student graduates were + +461 +00:31:32,260 --> 00:31:35,720 +able to hunt down jobs using their retraining + +462 +00:31:35,720 --> 00:31:41,940 +period in these organizations. Okay? Okay, let's + +463 +00:31:41,940 --> 00:31:47,280 +go to the customer, let's go on to something else. + +464 +00:31:48,040 --> 00:31:52,100 +This is read it at your home, look at this. This + +465 +00:31:52,100 --> 00:31:54,500 +is a roadmap for how we are going to build our + +466 +00:31:54,500 --> 00:31:57,060 +recruitment process. Our recruitment process all + +467 +00:31:57,060 --> 00:32:00,220 +the time, it begins by advertisement. And the + +468 +00:32:00,220 --> 00:32:02,880 +advertisement is going to provide us with control + +469 +00:32:02,880 --> 00:32:05,680 +location and phone number. Why? For further + +470 +00:32:05,680 --> 00:32:08,420 +inquiries or questions about the job. Second, we + +471 +00:32:08,420 --> 00:32:10,820 +are going to talk about a bank application which + +472 +00:32:10,820 --> 00:32:14,820 +must be fulfilled by candidates. Later on, after + +473 +00:32:14,820 --> 00:32:16,920 +we are going to look at the application, we are + +474 +00:32:16,920 --> 00:32:21,610 +going to screen them down. Screening means who is + +475 +00:32:21,610 --> 00:32:24,550 +qualified and who is unqualified. The qualified + +476 +00:32:24,550 --> 00:32:27,930 +are going to be interviewed. Later on, we are + +477 +00:32:27,930 --> 00:32:30,630 +going to check credit and background. We talked + +478 +00:32:30,630 --> 00:32:33,110 +about checking background. But let's talk about + +479 +00:32:33,110 --> 00:32:35,710 +credit because we didn't mention anything. This is + +480 +00:32:35,710 --> 00:32:38,630 +American style. In our Palestinian Islamic + +481 +00:32:38,630 --> 00:32:41,310 +culture, it isn't applicable here. Somebody is + +482 +00:32:41,310 --> 00:32:43,390 +going to say why? I'm going to tell you why. Now + +483 +00:32:43,390 --> 00:32:46,870 +listen. In America, their culture and their + +484 +00:32:46,870 --> 00:32:50,080 +education, for example, The American is going to + +485 +00:32:50,080 --> 00:32:53,160 +have a salary of about 7000 or 10,000 US dollars + +486 +00:32:53,160 --> 00:32:58,320 +per month on the first day of the month. Later on, + +487 +00:32:58,720 --> 00:33:02,760 +when the month reached the 30th day, his pocket is + +488 +00:33:02,760 --> 00:33:06,680 +going to be bankrupt without an ability. Somebody + +489 +00:33:06,680 --> 00:33:09,220 +is going to say why? They do not have the culture + +490 +00:33:09,220 --> 00:33:12,100 +of saving. They do not have the famous Arabic + +491 +00:33:12,100 --> 00:33:15,900 +bravura, القرش الأبيض ينفع في اليوم الأسود. They + +492 +00:33:15,900 --> 00:33:23,180 +have one proverb, which is, they do not save. If + +493 +00:33:23,180 --> 00:33:24,880 +we are going to compare the Americans with the + +494 +00:33:24,880 --> 00:33:27,280 +Japanese and the Chinese, they are different. The + +495 +00:33:27,280 --> 00:33:30,840 +Japanese and Chinese, they are similar to us. They + +496 +00:33:30,840 --> 00:33:34,560 +believe in the culture of saving. Therefore, the + +497 +00:33:34,560 --> 00:33:36,940 +American, even if they are employed, if they would + +498 +00:33:36,940 --> 00:33:39,100 +like to purchase a car or if they would like to + +499 +00:33:39,100 --> 00:33:41,300 +get married or if they would like to buy a house, + +500 +00:33:41,800 --> 00:33:45,420 +they are going to need what? A loan. And the loan + +501 +00:33:45,420 --> 00:33:48,260 +is going to come from the bank and this is going + +502 +00:33:48,260 --> 00:33:53,040 +to be reflected by his or her credit history. The + +503 +00:33:53,040 --> 00:33:55,000 +credit history and the loan, all of them are + +504 +00:33:55,000 --> 00:33:57,600 +connected with one word which is called social + +505 +00:33:57,600 --> 00:34:01,580 +security number. And the social security number in + +506 +00:34:01,580 --> 00:34:05,080 +America is equivalent to what we have here which + +507 +00:34:05,080 --> 00:34:10,710 +is ID number. There, the employer is going to have + +508 +00:34:10,710 --> 00:34:14,830 +a specific database related to credit history and + +509 +00:34:14,830 --> 00:34:17,130 +he is going to blank his social security number + +510 +00:34:17,130 --> 00:34:19,570 +along with the name of the candidates. If the + +511 +00:34:19,570 --> 00:34:22,750 +history shows, of course all the histories, they + +512 +00:34:22,750 --> 00:34:26,090 +are going to include what? Loan histories. This is + +513 +00:34:26,090 --> 00:34:28,870 +their culture. But they will distinguish if you + +514 +00:34:28,870 --> 00:34:31,950 +are committed to pay back your credit or loans or + +515 +00:34:31,950 --> 00:34:36,190 +not. If not, they will say this person cannot + +516 +00:34:36,190 --> 00:34:38,690 +organize his personal life. So how should we + +517 +00:34:38,690 --> 00:34:42,150 +expect he is going to organize his professional + +518 +00:34:42,150 --> 00:34:45,090 +work in our company? Therefore, they are going to + +519 +00:34:45,090 --> 00:34:49,470 +delete him or her from the candidacy. In contrast + +520 +00:34:49,470 --> 00:34:54,110 +with the Americans who are paying regularly their + +521 +00:34:54,110 --> 00:35:00,970 +own credits and loans. Clear? Clear? Now somebody + +522 +00:35:00,970 --> 00:35:03,630 +is going to say, but this is personal data. No, + +523 +00:35:04,070 --> 00:35:06,610 +according to the American law, this isn't personal + +524 +00:35:06,610 --> 00:35:13,410 +data. This is the rights of the employer. The + +525 +00:35:13,410 --> 00:35:16,170 +right of the employer must check if the financial + +526 +00:35:16,170 --> 00:35:19,670 +conditions of the candidates are healthy or + +527 +00:35:19,670 --> 00:35:24,470 +unhealthy, good or bad, organized or unorganized, + +528 +00:35:24,610 --> 00:35:30,070 +and so on. Okay? Now, after they are going to pass + +529 +00:35:30,070 --> 00:35:33,030 +this barrier of the checking background, we are + +530 +00:35:33,030 --> 00:35:35,630 +going to look at a complete psychological and + +531 +00:35:35,630 --> 00:35:39,290 +chemical test, which isn't applicable here. What + +532 +00:35:39,290 --> 00:35:42,510 +is applicable is a test. And the test, all the + +533 +00:35:42,510 --> 00:35:48,970 +time it comes before, this is in our culture. This + +534 +00:35:48,970 --> 00:35:52,010 +is in our culture. And later on, we are going to + +535 +00:35:52,010 --> 00:35:54,050 +make a secondary interview. Somebody is going to + +536 +00:35:54,050 --> 00:35:55,970 +say, why do we need to make extra secondary + +537 +00:35:55,970 --> 00:35:59,810 +interview? If the members of the interviewers do + +538 +00:35:59,810 --> 00:36:04,170 +not have a collective decision. + +539 +00:36:04,990 --> 00:36:09,290 +In other + +540 +00:36:09,290 --> 00:36:11,970 +words, two interviewers said we need this person + +541 +00:36:11,970 --> 00:36:15,670 +and the third said no. Or two said we do not need + +542 +00:36:15,670 --> 00:36:19,230 +them and the third said we need them. Then we + +543 +00:36:19,230 --> 00:36:21,070 +would like to be sure, we would like to notify our + +544 +00:36:21,070 --> 00:36:23,870 +decision now by inviting the candidate for extra + +545 +00:36:23,870 --> 00:36:28,290 +final day interview which is called secondary. And + +546 +00:36:28,290 --> 00:36:30,930 +later on we are going to make offer, the offer of + +547 +00:36:30,930 --> 00:36:33,010 +employment and then we are going to make physical + +548 +00:36:33,010 --> 00:36:35,150 +examination. Physical examination is something + +549 +00:36:35,150 --> 00:36:39,650 +very important. Now listen, Palestinian private + +550 +00:36:39,650 --> 00:36:41,830 +companies more than 90% of the companies they are + +551 +00:36:41,830 --> 00:36:44,510 +not making strict physical examination for their + +552 +00:36:44,510 --> 00:36:47,850 +candidates. This is a fatal mistake. We explained + +553 +00:36:47,850 --> 00:36:51,810 +this last time. Therefore, you must insist on + +554 +00:36:51,810 --> 00:36:54,930 +subjecting all the candidates on strict physical + +555 +00:36:54,930 --> 00:36:57,270 +examination. And finally, + +556 +00:37:00,810 --> 00:37:06,640 +the options are wide, sometimes any failure. And + +557 +00:37:06,640 --> 00:37:08,900 +one out of the previous steps might lead to + +558 +00:37:08,900 --> 00:37:11,800 +rejection. Or sometimes we are going to lead him + +559 +00:37:11,800 --> 00:37:15,940 +and hire him or her. So this is the roadmap for + +560 +00:37:15,940 --> 00:37:18,860 +selection. Final thing. Let's repeat what we said. + +561 +00:37:19,860 --> 00:37:22,620 +Application. Why do we need application? To get + +562 +00:37:22,620 --> 00:37:26,180 +one thing, which is information. + +563 +00:37:28,980 --> 00:37:31,280 +So everybody, every candidate who would like to + +564 +00:37:31,280 --> 00:37:33,800 +apply for any position, he or she must apply or + +565 +00:37:33,800 --> 00:37:37,460 +must fill application. The application could use + +566 +00:37:37,460 --> 00:37:39,640 +what information? Information is required by what + +567 +00:37:39,640 --> 00:37:42,800 +management? We are talking about two kinds of + +568 +00:37:42,800 --> 00:37:45,820 +information. Number one, we called it education + +569 +00:37:45,820 --> 00:37:48,100 +background. And number two, we called it + +570 +00:37:48,100 --> 00:37:52,080 +employment record. These are the most important + +571 +00:37:52,080 --> 00:37:55,500 +things which we are looking for. These are the two + +572 +00:37:55,500 --> 00:37:58,340 +important kinds of information which we are + +573 +00:37:58,340 --> 00:38:02,140 +looking for in the application. Final word, final + +574 +00:38:02,140 --> 00:38:05,100 +advice. So this is very important. Listen. + +575 +00:38:08,910 --> 00:38:12,210 +More than 50% of the candidates they are going to + +576 +00:38:12,210 --> 00:38:15,130 +lie while they are filling in their working + +577 +00:38:15,130 --> 00:38:19,050 +application. They are going to lie, they are not + +578 +00:38:19,050 --> 00:38:21,950 +going to say the truth. Why? For various reasons. + +579 +00:38:24,170 --> 00:38:26,990 +Then as HR, how we are going to reveal if they are + +580 +00:38:26,990 --> 00:38:30,730 +honest or dishonest? By trying to ask them + +581 +00:38:30,730 --> 00:38:33,090 +questions based on the application and the data + +582 +00:38:33,090 --> 00:38:35,980 +which they filled before. If their answers are + +583 +00:38:35,980 --> 00:38:38,520 +systematic, it means they are honest. If their + +584 +00:38:38,520 --> 00:38:40,540 +answers are unsystematic, it means they are + +585 +00:38:40,540 --> 00:38:43,600 +dishonest. + +586 +00:38:44,080 --> 00:38:47,620 +So, your advice is the following. When you are + +587 +00:38:47,620 --> 00:38:50,280 +going to fill an application to apply for a job, + +588 +00:38:51,040 --> 00:38:52,800 +before you are going to be invited to an + +589 +00:38:52,800 --> 00:38:55,940 +interview, please read the application once again. + +590 +00:38:57,420 --> 00:39:00,280 +Read your application before you are going to pass + +591 +00:39:00,280 --> 00:39:04,350 +your working interview. more than 50% of the + +592 +00:39:04,350 --> 00:39:07,430 +questions they will be repeated once again in the + +593 +00:39:07,430 --> 00:39:10,010 +interview and later on interviewers they will + +594 +00:39:10,010 --> 00:39:12,750 +compare the answers which they listened from you + +595 +00:39:12,750 --> 00:39:16,410 +and which they read in your application if they + +596 +00:39:16,410 --> 00:39:18,850 +are matching then you are going to give them the + +597 +00:39:18,850 --> 00:39:21,290 +impression you are honest if they are not matching + +598 +00:39:21,290 --> 00:39:26,910 +you are dishonest this is very important see you + +599 +00:39:26,910 --> 00:39:27,330 +next time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I.srt new file mode 100644 index 0000000000000000000000000000000000000000..a6d12ae95c8fac349036edf2f21482311464c52c --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I.srt @@ -0,0 +1,2252 @@ +1 +00:00:21,560 --> 00:00:25,720 +Good morning. Today we are going to continue with + +2 +00:00:25,720 --> 00:00:29,660 +chapter number one, Sales Management. As we said + +3 +00:00:29,660 --> 00:00:32,460 +before, one of the previous learning objectives + +4 +00:00:32,460 --> 00:00:37,280 +was talking about the factors which influenced or + +5 +00:00:37,280 --> 00:00:41,460 +changed the marketplace. Therefore, objective + +6 +00:00:41,460 --> 00:00:44,720 +number two, which we discussed last time in this + +7 +00:00:44,720 --> 00:00:46,920 +class, we will discuss in a very detailed + +8 +00:00:46,920 --> 00:00:50,360 +way. So, as you can see, + +9 +00:00:53,270 --> 00:00:55,870 +We are going to talk about three major factors. + +10 +00:00:57,490 --> 00:01:00,470 +With these three factors, before we are going to + +11 +00:01:00,470 --> 00:01:03,930 +talk about them, I am going to ask the students if + +12 +00:01:03,930 --> 00:01:10,550 +you prepared it or not. Did you prepare it? Who + +13 +00:01:10,550 --> 00:01:14,470 +would like to talk about it? Who would like to + +14 +00:01:14,470 --> 00:01:18,050 +talk about it? Hanin. There are two major changes + +15 +00:01:18,050 --> 00:01:20,670 +that are in the competition side and the customer + +16 +00:01:20,670 --> 00:01:23,950 +side. There is increasing competition due to + +17 +00:01:23,950 --> 00:01:26,510 +globalization and due to shorter product life + +18 +00:01:26,510 --> 00:01:29,690 +cycles because of technology. As technology + +19 +00:01:29,690 --> 00:01:32,550 +increases, there are shorter product life cycles + +20 +00:01:32,550 --> 00:01:35,810 +and lower boundaries between products that you + +21 +00:01:35,810 --> 00:01:39,230 +can, for example, you want to have a door, you can + +22 +00:01:39,230 --> 00:01:41,230 +make it from wood, you can make it from aluminum, + +23 +00:01:41,370 --> 00:01:43,790 +and you can make it from glass. On the other + +24 +00:01:43,790 --> 00:01:47,750 +hand, there are fewer customers, fewer suppliers due to + +25 +00:01:47,750 --> 00:01:50,570 +the decreasing costs and also there are rising + +26 +00:01:50,570 --> 00:01:53,870 +expectations of customers and increasing power of + +27 +00:01:53,870 --> 00:01:56,290 +customers because of increased levels of awareness + +28 +00:01:56,290 --> 00:01:59,950 +of other companies and other industries. This + +29 +00:01:59,950 --> 00:02:02,110 +urged us to have changes in the selling process. + +30 +00:02:02,150 --> 00:02:03,990 +Subhanina, stop here. I would like to ask you + +31 +00:02:03,990 --> 00:02:06,890 +about more regarding fewer suppliers. What does it + +32 +00:02:06,890 --> 00:02:11,600 +mean? If you are a supplier, there are retailers in + +33 +00:02:11,600 --> 00:02:14,520 +the market, you can, instead of supplying with 10 + +34 +00:02:14,520 --> 00:02:16,940 +suppliers, you may have 7 or 5. + +35 +00:02:19,660 --> 00:02:22,960 +Fewer suppliers means we have a closer + +36 +00:02:22,960 --> 00:02:26,340 +relationship between customers and sellers face to + +37 +00:02:26,340 --> 00:02:32,780 +face. We don't need intermediaries to make the + +38 +00:02:32,780 --> 00:02:37,840 +selling system or selling process between the + +39 +00:02:37,840 --> 00:02:42,380 +customers and the seller. Okay, good, good. Who + +40 +00:02:42,380 --> 00:02:46,400 +would like to add more about this? Excellent, now + +41 +00:02:46,400 --> 00:02:48,980 +let's go on. So, as we said, we are talking about + +42 +00:02:48,980 --> 00:02:53,800 +two major factors or influential items. Number + +43 +00:02:53,800 --> 00:02:57,960 +one, competition and number two, customers. Both of them influence something called + +44 +00:02:57,960 --> 00:02:59,720 +the + +45 +00:02:59,720 --> 00:03:03,240 +marketplace. We are going to explain them in a + +46 +00:03:03,240 --> 00:03:05,980 +very detailed way. At the same time, we are also + +47 +00:03:05,980 --> 00:03:09,420 +going to share realistic examples. Some of these + +48 +00:03:09,420 --> 00:03:11,160 +examples are going to be from the Palestinian + +49 +00:03:11,160 --> 00:03:14,380 +context or from Palestinian life. Other + +50 +00:03:14,380 --> 00:03:17,860 +examples are going to be international. We can + +51 +00:03:17,860 --> 00:03:21,180 +or I am sure that many of you have heard about these + +52 +00:03:21,180 --> 00:03:23,000 +examples, especially if you are following the + +53 +00:03:23,000 --> 00:03:25,560 +news. Let's begin with the first one, competition. + +54 +00:03:27,180 --> 00:03:30,260 +Nowadays, all companies, producers, and firms, + +55 +00:03:30,480 --> 00:03:33,300 +all of them are understanding one simple + +56 +00:03:33,300 --> 00:03:36,840 +fact. Someone is going to ask, what is this fact? + +57 +00:03:37,280 --> 00:03:42,440 +This fact means you are not alone in producing. We + +58 +00:03:42,440 --> 00:03:44,880 +are talking about millions and millions of firms + +59 +00:03:44,880 --> 00:03:48,880 +and companies that might share in producing a + +60 +00:03:48,880 --> 00:03:52,800 +similar item. Now let's give a realistic example. + +61 +00:03:53,680 --> 00:03:59,510 +All of us have heard about the Apple company. This + +62 +00:03:59,510 --> 00:04:01,790 +Apple company is one of the American companies + +63 +00:04:01,790 --> 00:04:06,490 +which is considered to be a leading IT company in + +64 +00:04:06,490 --> 00:04:10,670 +America and all over the world. This company + +65 +00:04:10,670 --> 00:04:14,730 +introduced a very famous product one year ago and + +66 +00:04:14,730 --> 00:04:19,370 +this product was the iPad. You know the iPad? + +67 +00:04:20,370 --> 00:04:25,370 +Okay, five months later, Samsung, the South + +68 +00:04:25,370 --> 00:04:28,990 +Korean company, introduced its own version of the + +69 +00:04:28,990 --> 00:04:34,550 +iPad. They named it, I think, Galaxy Tab. Because + +70 +00:04:34,550 --> 00:04:38,170 +of this, we are saying we are not alone in producing. + +71 +00:04:38,390 --> 00:04:41,390 +Many firms are producing. And this is going to + +72 +00:04:41,390 --> 00:04:45,230 +cause very competitive dynamics among the firms and + +73 +00:04:45,230 --> 00:04:49,510 +among the producers. Therefore, competition, does it + +74 +00:04:49,510 --> 00:04:52,070 +influence the marketplace? Yes. Does it + +75 +00:04:52,070 --> 00:04:56,030 +influence sales size? Yes. Why? Under this + +76 +00:04:56,030 --> 00:04:59,890 +example, if any of you would like to buy an + +77 +00:04:59,890 --> 00:05:03,690 +iPad, he or she might be hesitant or confused about which one + +78 +00:05:03,690 --> 00:05:08,650 +to choose. Should we choose an iPad made by the + +79 +00:05:08,650 --> 00:05:13,770 +Apple company or an iPad made by the Samsung company? We + +80 +00:05:13,770 --> 00:05:17,800 +are not sure. So this is one of the examples which + +81 +00:05:17,800 --> 00:05:20,660 +we can witness in our lives globally and also + +82 +00:05:20,660 --> 00:05:24,080 +in our own community. Competition is + +83 +00:05:24,080 --> 00:05:27,020 +considered to be a very powerful factor and yes, it + +84 +00:05:27,020 --> 00:05:30,460 +is going to influence the sales size that each + +85 +00:05:30,460 --> 00:05:31,800 +firm is going to achieve. + +86 +00:05:37,880 --> 00:05:39,540 +Therefore, we are talking about global + +87 +00:05:39,540 --> 00:05:42,300 +competition. Yes, there is global competition. Does it + +88 +00:05:42,300 --> 00:05:45,140 +reach our homeland? Yes, it does. Now, let's talk about shorter + +89 +00:05:45,140 --> 00:05:47,760 +production cycles. If you are going to ask a + +90 +00:05:47,760 --> 00:05:51,000 +simple and quick question, why nowadays are we + +91 +00:05:51,000 --> 00:05:55,000 +enjoying something called shorter production + +92 +00:05:55,000 --> 00:05:57,420 +cycles? Can you think of the reason? I need a + +93 +00:05:57,420 --> 00:06:00,160 +reason which consists of only one word, Iman. + +95 +00:06:04,440 --> 00:06:07,820 +Excellent, technology. And specifically, the + +96 +00:06:07,820 --> 00:06:12,700 +computer. Nowadays, everything is + +97 +00:06:12,700 --> 00:06:15,400 +computerized. Everything in our lives is + +98 +00:06:15,400 --> 00:06:18,820 +computerized. Even when we are going to talk + +99 +00:06:18,820 --> 00:06:22,180 +about the automotive industry, when we are + +100 +00:06:22,180 --> 00:06:26,060 +going to talk about education, we are using the + +101 +00:06:26,060 --> 00:06:30,340 +computer in every field. You use the computer and + +102 +00:06:30,340 --> 00:06:33,680 +you might not use it directly, but someone used + +103 +00:06:33,680 --> 00:06:37,370 +the computer to facilitate your registration. One + +104 +00:06:37,370 --> 00:06:40,450 +week ago, all of you came for the second new year + +105 +00:06:40,450 --> 00:06:42,510 +or to the first new year or to the first semester + +106 +00:06:42,510 --> 00:06:45,310 +and the majority wanted to register for their own + +107 +00:06:45,310 --> 00:06:48,310 +academic courses. So what did you do? I would like + +108 +00:06:48,310 --> 00:06:51,630 +someone to talk about her experience regarding + +109 +00:06:51,630 --> 00:06:56,850 +registration. Go on. What did you do exactly to + +110 +00:06:56,850 --> 00:07:01,630 +register for the courses? You used the internet then? Yes. + +111 +00:07:06,770 --> 00:07:11,150 +the subject of this term, this term, according to the + +112 +00:07:11,150 --> 00:07:20,150 +study plan? Yes, good. Whenever we dealt + +113 +00:07:20,150 --> 00:07:24,430 +with the registrar or with the cashier, this + +114 +00:07:24,430 --> 00:07:28,290 +person, in the second part of the equation, he or + +115 +00:07:28,290 --> 00:07:31,890 +she was using the computer. The registration + +116 +00:07:31,890 --> 00:07:34,750 +for the courses might not take more than a few + +117 +00:07:34,750 --> 00:07:38,390 +seconds. Compare the registration process nowadays + +118 +00:07:38,390 --> 00:07:41,330 +and the registration process for students who + +119 +00:07:41,330 --> 00:07:44,610 +graduated from the Islamic University of Gaza 10 + +120 +00:07:44,610 --> 00:07:49,390 +or 15 years ago. How was the registration during + +121 +00:07:49,390 --> 00:07:54,460 +those times? It was manual. It was very difficult. + +122 +00:07:54,980 --> 00:07:57,460 +For example, if Fatin would like to register for + +123 +00:07:57,460 --> 00:08:01,120 +her courses 15 years ago, the registrar would + +124 +00:08:01,120 --> 00:08:04,360 +have to go to Fatin, he would ask her politely, + +125 +00:08:04,700 --> 00:08:07,340 +"What's your name?" She would tell him, "My + +126 +00:08:07,340 --> 00:08:10,680 +name is Fatin Kafarna." The registrar would + +127 +00:08:10,680 --> 00:08:13,420 +go to the shelf and he would look at the + +128 +00:08:13,420 --> 00:08:17,540 +files. He would follow them alphabetically. + +129 +00:08:18,600 --> 00:08:21,200 +And when his hand reached the F's, + +130 +00:08:21,200 --> 00:08:25,600 +he would pick up Fatin's file and then he + +131 +00:08:25,600 --> 00:08:28,400 +would open the folder. And he would + +132 +00:08:28,400 --> 00:08:32,060 +review the courses she had studied before and the + +133 +00:08:32,060 --> 00:08:35,600 +courses she was going to study later on. If + +134 +00:08:35,600 --> 00:08:38,140 +the sales management course, for example, was + +135 +00:08:38,140 --> 00:08:41,060 +already registered, he would tell her, "You + +136 +00:08:41,060 --> 00:08:45,470 +have already taken it." If not, he would write it down. The + +137 +00:08:45,470 --> 00:08:48,470 +problem is the following. Let's calculate how many + +138 +00:08:48,470 --> 00:08:53,410 +minutes did the registrar take in order to + +139 +00:08:53,410 --> 00:08:56,670 +finalize the registration process for Fatin. I + +140 +00:08:56,670 --> 00:09:00,970 +think 10 minutes, if we are very optimistic, or more + +141 +00:09:00,970 --> 00:09:05,050 +if we are pessimistic. That's fine. But imagine + +142 +00:09:05,050 --> 00:09:07,270 +how we are going to finalize the registration in + +143 +00:09:07,270 --> 00:09:09,970 +the required time, which should not exceed more than two + +144 +00:09:09,970 --> 00:09:13,560 +weeks for thousands and thousands of students. Are we + +145 +00:09:13,560 --> 00:09:16,300 +talking about a very exhausting process? It is + +146 +00:09:16,300 --> 00:09:19,900 +very exhausting and very tiring. Imagine, for + +147 +00:09:19,900 --> 00:09:24,320 +example, if Fatin's file was lost or + +148 +00:09:24,320 --> 00:09:28,220 +misplaced or damaged. This means we are destroying + +149 +00:09:28,220 --> 00:09:31,480 +the future of a student whose name is Fatin. + +150 +00:09:32,330 --> 00:09:35,190 +Because of this, we are talking about a very long + +151 +00:09:35,190 --> 00:09:38,970 +production cycle. This longer production cycle + +152 +00:09:38,970 --> 00:09:43,330 +might also be very dangerous, especially if you + +153 +00:09:43,330 --> 00:09:47,440 +lose control over it. especially if you lose + +154 +00:09:47,440 --> 00:09:50,440 +control over it. But nowadays, everything can be + +155 +00:09:50,440 --> 00:09:53,860 +done in a few seconds and the data is maintained + +156 +00:09:53,860 --> 00:09:57,800 +or preserved securely. At the same time, we have + +157 +00:09:57,800 --> 00:10:00,980 +more than one version or more than + +158 +00:10:00,980 --> 00:10:06,760 +one copy of the data. So everything is secure and + +159 +00:10:06,760 --> 00:10:09,160 +everything is done in a very efficient and + +160 +00:10:09,160 --> 00:10:13,440 +effective way. Now, let's talk about the blurred + +161 +00:10:13,440 --> 00:10:17,260 +boundaries. As Hanin said before, when we are + +162 +00:10:17,260 --> 00:10:18,760 +talking about blurred boundaries, + +163 +00:10:18,760 --> 00:10:22,680 +nowadays, many various items can be combined + +164 +00:10:22,680 --> 00:10:27,220 +together to produce one item. This is one + +165 +00:10:27,220 --> 00:10:31,320 +point. Another point, sometimes we might refer to + +166 +00:10:31,320 --> 00:10:35,240 +blurred boundaries as ambiguous borders. With + +167 +00:10:35,240 --> 00:10:37,940 +these ambiguous borders, we cannot identify them + +168 +00:10:37,940 --> 00:10:41,960 +clearly. Let's give an example from our real life. + +169 +00:10:43,000 --> 00:10:46,300 +Seven or eight months ago, the Israeli government + +170 +00:10:46,300 --> 00:10:52,880 +announced in the media that they were ready to receive any + +171 +00:10:52,880 --> 00:10:57,460 +Gazan tomato product to be exported + +172 +00:10:57,460 --> 00:11:02,340 +to the Israeli market. Why? Because during that + +173 +00:11:02,340 --> 00:11:07,670 +time, the price of each kilogram of tomato reached + +174 +00:11:07,670 --> 00:11:13,290 +more than 10 Israeli new shekels. + +175 +00:11:13,810 --> 00:11:17,530 +They said that they were ready to receive Gazan + +176 +00:11:17,530 --> 00:11:20,150 +tomato production and they were ready to sell it + +177 +00:11:20,150 --> 00:11:23,110 +in the Israeli market. This is what happened + +178 +00:11:23,110 --> 00:11:26,650 +if you remember. Let's ask and review or + +179 +00:11:26,650 --> 00:11:31,150 +evaluate the situation here. Five years ago, or + +180 +00:11:31,150 --> 00:11:34,690 +until now, they have been saying that the Gaza Strip is an enemy. + +181 +00:11:36,230 --> 00:11:40,750 +The Gaza Strip consists of many terrorists and + +182 +00:11:40,750 --> 00:11:44,070 +so on and so forth. But now they are ready + +183 +00:11:44,070 --> 00:11:46,470 +to receive or welcome our tomato product? + +184 +00:11:47,290 --> 00:11:50,610 +This means what? This means that when we are + +185 +00:11:50,610 --> 00:11:53,930 +talking about competition and business, we do not + +186 +00:11:53,930 --> 00:11:56,450 +take into consideration factors of religion, + +187 +00:11:57,390 --> 00:12:00,480 +politics, geography, + +188 +00:12:00,480 --> 00:12:03,860 +nationalism, and culture. Everything is based on + +189 +00:12:03,860 --> 00:12:08,100 +and determined by one word, which is + +190 +00:12:08,100 --> 00:12:09,940 +interest. + +191 +00:12:13,580 --> 00:12:17,500 +Interest. That's it. If there is a common + +192 +00:12:17,500 --> 00:12:21,340 +interest, we are going to blur the boundaries and + +193 +00:12:21,340 --> 00:12:25,830 +we will conduct transactions. We will overcome the + +194 +00:12:25,830 --> 00:12:27,370 +boundaries and we will make the + +195 +00:12:27,370 --> 00:12:30,570 +transaction. Why? Simply because in this way we + +196 +00:12:30,570 --> 00:12:34,830 +are achieving our own interests. That's it. + +197 +00:12:36,270 --> 00:12:41,010 +Another example from international relations. As + +198 +00:12:41,010 --> 00:12:44,990 +you know, America is imposing an embargo + +199 +00:12:45,110 --> 00:12:50,970 +What does embargo mean? On Iranian + +200 +00:12:50,970 --> 00:12:54,700 +oil. + +223 +00:14:21,100 --> 00:14:24,080 +If you were coming to the university, if you are + +224 +00:14:24,080 --> 00:14:25,760 +coming from this direction, from Al-Aqsa + +225 +00:14:25,760 --> 00:14:28,540 +University, or if you are coming from UNRWA, from + +226 +00:14:28,540 --> 00:14:31,520 +here, from this direction, you are going to find + +227 +00:14:31,520 --> 00:14:34,300 +that we are talking about tens and tens of + +228 +00:14:34,300 --> 00:14:37,820 +libraries. Each library is competing with another + +229 +00:14:37,820 --> 00:14:40,160 +library, so that they are going to attract the + +230 +00:14:40,160 --> 00:14:42,400 +biggest number of customers, who are you, + +231 +00:14:42,660 --> 00:14:45,800 +students. The same thing with other shops, the + +232 +00:14:45,800 --> 00:14:48,360 +same thing with the supermarkets. You are not + +233 +00:14:48,360 --> 00:14:50,900 +selling alone. We are talking about tens and tens + +234 +00:14:50,900 --> 00:14:54,900 +of people who are selling almost the same product. How are + +235 +00:14:54,900 --> 00:14:58,480 +we going to defeat them or compete with them? By + +236 +00:14:58,480 --> 00:15:02,460 +sales strategies. This is the key word for + +237 +00:15:02,460 --> 00:15:05,940 +success or competing with others. How are we going to + +238 +00:15:05,940 --> 00:15:10,240 +develop our sales strategy? Now, all the time + +239 +00:15:10,240 --> 00:15:15,990 +remember, the secret isn't in the price. The + +240 +00:15:15,990 --> 00:15:20,790 +secret isn't in the quality of the product. The + +241 +00:15:20,790 --> 00:15:25,430 +secret isn't in anything else but one thing, which + +242 +00:15:25,430 --> 00:15:31,610 +is sales strategy, which we are implementing for + +243 +00:15:31,610 --> 00:15:34,450 +our own businesses. This is the key word. + +244 +00:15:37,770 --> 00:15:40,110 +Later on, we are going to demonstrate this with + +245 +00:15:40,110 --> 00:15:42,490 +realistic examples, even from Gaza and outside. + +246 +00:15:43,940 --> 00:15:46,640 +Any questions, any comments about this? Are we + +247 +00:15:46,640 --> 00:15:49,700 +done with factor number one? Okay, let's go to + +248 +00:15:49,700 --> 00:15:52,080 +factor number two. Let's talk about customers. Who + +249 +00:15:52,080 --> 00:15:55,980 +would like to talk about it? Customers. How does + +250 +00:15:55,980 --> 00:15:58,920 +the factor of customer influence what is called + +251 +00:15:58,920 --> 00:16:03,820 +the marketplace? We will try to expand or explain your + +252 +00:16:03,820 --> 00:16:07,200 +subject with striking examples also, if you can. + +253 +00:16:10,100 --> 00:16:11,260 +Okay, who would like? + +254 +00:16:16,390 --> 00:16:19,850 +Because the customer is king, we know that the + +255 +00:16:19,850 --> 00:16:22,550 +customer is king, so customers can influence + +256 +00:16:22,550 --> 00:16:29,790 +the marketplace very much because he or she buys + +257 +00:16:29,790 --> 00:16:31,890 +the goods and services. + +258 +00:16:34,530 --> 00:16:40,230 +That's it. Okay, good. Another comment. Go on. + +259 +00:16:46,780 --> 00:16:49,440 +Customers are the ones who determine how the company will + +260 +00:16:49,440 --> 00:16:53,440 +work, or how the company should make strategies to + +261 +00:16:53,440 --> 00:16:55,980 +interact with the customers. So sometimes the + +262 +00:16:55,980 --> 00:16:58,380 +customer will influence the marketplace, or all + +263 +00:16:58,380 --> 00:17:00,240 +the time, customers will influence the + +264 +00:17:00,240 --> 00:17:03,980 +marketplace, depending on how the company will + +265 +00:17:03,980 --> 00:17:07,060 +interact with the customers. So customers will + +266 +00:17:07,060 --> 00:17:10,440 +keep having relationships with the firms and + +267 +00:17:10,440 --> 00:17:12,360 +organizations that would influence the + +268 +00:17:12,360 --> 00:17:14,420 +marketplace, maybe positively or negatively, + +269 +00:17:14,720 --> 00:17:17,560 +depending on their opinion of the customers. Good. + +270 +00:17:17,800 --> 00:17:20,980 +Excellent. Iman. Customers influence the market + +271 +00:17:20,980 --> 00:17:24,000 +place. Otherwise, why do we increase or decrease the + +272 +00:17:24,000 --> 00:17:25,900 +price when their demand increases or decreases? + +273 +00:17:26,340 --> 00:17:32,380 +Okay. Now, let's talk about two words. Customers, + +274 +00:17:32,560 --> 00:17:36,540 +they have their own what? Read this. They have + +275 +00:17:36,540 --> 00:17:42,440 +their own needs. Now, our question is the + +276 +00:17:42,440 --> 00:17:46,260 +following. Are we talking about permanent, fixed, + +277 +00:17:46,990 --> 00:17:54,550 +needs and tastes? We doubt it. We doubt it. These + +278 +00:17:54,550 --> 00:17:58,230 +tastes and these needs, they are changeable. They + +279 +00:17:58,230 --> 00:18:02,690 +are dynamically changing. Today we are liking + +280 +00:18:02,690 --> 00:18:05,190 +something and appreciating it, tomorrow God + +281 +00:18:05,190 --> 00:18:07,170 +knows we might neglect it and look for another. + +282 +00:18:09,010 --> 00:18:13,150 +This is reflected in our food items, personal + +283 +00:18:13,150 --> 00:18:19,670 +use items, tastes, beverages, anything in life. So + +284 +00:18:19,670 --> 00:18:23,570 +everything is changing. Now, all the time + +285 +00:18:23,570 --> 00:18:27,730 +remember, whenever the customer's needs + +286 +00:18:27,730 --> 00:18:30,350 +and tastes are going to be changeable. Is this + +287 +00:18:30,350 --> 00:18:32,130 +going to influence the producers and the sales + +288 +00:18:32,130 --> 00:18:38,050 +companies? Of course. Of course. Now listen and be + +289 +00:18:38,050 --> 00:18:42,110 +careful here. If you are going to be an owner of a + +290 +00:18:42,110 --> 00:18:42,730 +sales company, + +291 +00:18:46,270 --> 00:18:49,490 +If your company is going to be traditional, this + +292 +00:18:49,490 --> 00:18:52,610 +means you are going to think of the product first, + +293 +00:18:53,290 --> 00:18:55,850 +then you are going to think of the people second. + +294 +00:18:56,910 --> 00:19:01,790 +The people, who mean customers. This is considered + +295 +00:19:01,790 --> 00:19:05,090 +to be transactional, traditional thinking in the sales + +296 +00:19:05,090 --> 00:19:09,230 +process. We are zooming on the product, then we + +297 +00:19:09,230 --> 00:19:12,290 +are looking for people. Is this a healthy process + +298 +00:19:12,290 --> 00:19:16,560 +of sales strategy? No. What is the healthy process + +299 +00:19:16,560 --> 00:19:19,100 +of a sales strategy? We have to think of the people, + +300 +00:19:19,620 --> 00:19:22,520 +what they need, what their tastes are, and then we are + +301 +00:19:22,520 --> 00:19:27,200 +going to think of what product. Therefore, barriers + +302 +00:19:27,200 --> 00:19:30,800 +should be given for customers. Second, we should + +303 +00:19:30,800 --> 00:19:34,040 +look for the product which satisfies this need or + +304 +00:19:34,040 --> 00:19:38,910 +taste. But the first method, whenever sales + +305 +00:19:38,910 --> 00:19:41,530 +agencies or companies are going to think of the + +306 +00:19:41,530 --> 00:19:43,590 +product and later on they are going to think of + +307 +00:19:43,590 --> 00:19:46,670 +the customers, this is considered to be a + +308 +00:19:46,670 --> 00:19:51,590 +misunderstanding of the sales strategy. So what + +309 +00:19:51,590 --> 00:19:57,550 +do we conclude from here? First, the customer is + +310 +00:19:57,550 --> 00:20:00,470 +the king. So we are repeating the same ideas and + +311 +00:20:00,470 --> 00:20:04,230 +thoughts which we talked about in the last lecture. + +312 +00:20:06,680 --> 00:20:09,340 +So competition number one, customer number two, + +313 +00:20:09,480 --> 00:20:12,340 +the customer is the elite or the customer is the leading + +314 +00:20:12,340 --> 00:20:16,860 +method or item for the sales strategy. Now how + +315 +00:20:16,860 --> 00:20:18,680 +are they going to influence the selling process? + +316 +00:20:20,160 --> 00:20:22,480 +How are they going to leave an impact? How are they + +317 +00:20:22,480 --> 00:20:25,780 +going to change the sales process or selling + +318 +00:20:25,780 --> 00:20:28,200 +process? Gone. + +319 +00:20:31,990 --> 00:20:34,850 +By working with the customer, they will know the tastes + +320 +00:20:34,850 --> 00:20:37,510 +and needs of the customer that will lead the + +321 +00:20:37,510 --> 00:20:40,890 +company to produce certain items that would + +322 +00:20:40,890 --> 00:20:44,690 +satisfy the customer's needs and tastes and that + +323 +00:20:44,690 --> 00:20:48,130 +would enable the selling process to be in a + +324 +00:20:48,130 --> 00:20:52,030 +certain way that is in balance with the customer. + +325 +00:20:52,130 --> 00:20:55,530 +Okay, good. So we are saying this selling + +326 +00:20:55,530 --> 00:20:57,730 +process, or the selling process is founded on + +327 +00:20:57,730 --> 00:21:00,820 +relationships. Whenever we are going to listen to + +328 +00:21:00,820 --> 00:21:02,800 +the word relationship, we are referring to + +329 +00:21:02,800 --> 00:21:05,820 +something permanent. We are referring to something + +330 +00:21:05,820 --> 00:21:09,320 +continuous. And once again, we are not talking + +331 +00:21:09,320 --> 00:21:12,920 +about an incidental relationship. It is + +332 +00:21:12,920 --> 00:21:17,920 +unsustainable. So this customer is going to be a + +333 +00:21:17,920 --> 00:21:21,480 +key for generating other customers. This customer + +334 +00:21:21,480 --> 00:21:23,840 +is going to be dealt with in a very smooth and + +335 +00:21:23,840 --> 00:21:29,950 +nice way to ensure his or her loyalty. Second, we + +336 +00:21:29,950 --> 00:21:32,810 +are talking about sales teams and what is the + +337 +00:21:32,810 --> 00:21:35,970 +relationship, or why we should focus on the sales + +338 +00:21:35,970 --> 00:21:39,870 +team. Nowadays, do you think one employer, one + +339 +00:21:39,870 --> 00:21:42,470 +worker can do the whole work alone? We doubt it. + +340 +00:21:43,410 --> 00:21:48,570 +We doubt it. Each library, each business, each + +341 +00:21:48,570 --> 00:21:53,270 +company, each school is going to have what is + +342 +00:21:53,270 --> 00:21:57,160 +called working teams. The same thing with sales. + +343 +00:21:57,580 --> 00:22:00,980 +We are talking about sales teams. With these sales + +344 +00:22:00,980 --> 00:22:03,780 +teams, each team is going to have its own + +345 +00:22:03,780 --> 00:22:08,880 +responsibilities, tasks, missions, and each team + +346 +00:22:08,880 --> 00:22:13,160 +must do their own part. Later on, these parts are + +347 +00:22:13,160 --> 00:22:16,680 +going to be reconnected once again together in + +348 +00:22:16,680 --> 00:22:19,840 +order to be sure that we are finalizing our sales + +349 +00:22:19,840 --> 00:22:24,990 +strategy. Simply, labor must be divided. This is + +350 +00:22:24,990 --> 00:22:27,410 +what we studied in business essentials number one + +351 +00:22:27,410 --> 00:22:30,070 +if you remember. Because of this, we are talking + +352 +00:22:30,070 --> 00:22:32,390 +about teams rather than one team or one person. + +353 +00:22:33,910 --> 00:22:37,070 +Third, inside selling. What is the relationship + +354 +00:22:37,070 --> 00:22:40,130 +between inside selling and the selling process? Why do we + +355 +00:22:40,130 --> 00:22:41,510 +should focus on inside selling? + +356 +00:22:44,610 --> 00:22:46,430 +Who would like to talk about inside selling? + +357 +00:23:02,290 --> 00:23:05,550 +Good. And later on, if we finalize all the + +358 +00:23:05,550 --> 00:23:09,070 +problems or the troublesome situations, which + +359 +00:23:09,070 --> 00:23:12,070 +the customers are suffering from, this means we + +360 +00:23:12,070 --> 00:23:14,950 +are going to be uncompetitive. This means we are + +361 +00:23:14,950 --> 00:23:18,030 +going to create a very bad image of ourselves. Later + +362 +00:23:18,030 --> 00:23:21,570 +on, this is considered to be the first step in + +363 +00:23:21,570 --> 00:23:25,190 +moving from inside selling to competitive global + +364 +00:23:25,190 --> 00:23:30,030 +selling. In other words, prove yourself inside + +365 +00:23:30,030 --> 00:23:35,230 +your home country and then go globally if you can. But if you + +366 +00:23:35,230 --> 00:23:37,710 +cannot prove yourself inside your home country or + +367 +00:23:37,710 --> 00:23:40,250 +land, how are you going to compete globally or + +368 +00:23:40,250 --> 00:23:43,680 +internationally? Therefore, inside selling is + +369 +00:23:43,680 --> 00:23:46,780 +number one. As Hanin said, all the time, remember, + +370 +00:23:47,320 --> 00:23:50,860 +we have to satisfy our domestic customers. When we + +371 +00:23:50,860 --> 00:23:53,740 +are saying domestic customers, we mean customers who are + +372 +00:23:53,740 --> 00:23:56,940 +formed by the citizens of the country, the + +373 +00:23:56,940 --> 00:23:59,780 +citizens of the community. If they are saying we + +374 +00:23:59,780 --> 00:24:03,020 +are satisfied and pleased, then we might + +375 +00:24:03,020 --> 00:24:06,460 +develop and expand our own sales strategies. + +376 +00:24:07,380 --> 00:24:09,540 +Finally, we are talking about a productivity + +377 +00:24:09,540 --> 00:24:14,800 +matrix. What is a matrix? So the matrix looks like + +378 +00:24:14,800 --> 00:24:18,860 +this. + +379 +00:24:18,940 --> 00:24:22,520 +Which means at each position of the matrix, we are + +380 +00:24:22,520 --> 00:24:26,660 +going to have what? We are going to have a staff + +381 +00:24:26,660 --> 00:24:31,420 +member or a salesperson. Are we talking about a + +382 +00:24:31,420 --> 00:24:33,960 +salesperson who has a specialty, who has a + +383 +00:24:33,960 --> 00:24:37,620 +specific task, who has specific work? Yes. But can + +384 +00:24:37,620 --> 00:24:41,880 +we fire or kick out one of those persons from the + +385 +00:24:41,880 --> 00:24:45,660 +matrix? We can. But do you think the flow and the + +386 +00:24:45,660 --> 00:24:48,040 +fluidity of the sales process is going to be + +387 +00:24:48,040 --> 00:24:53,340 +natural? We do not think so. So this is a metaphor + +388 +00:24:53,340 --> 00:24:56,260 +for referring to the fact that our sales process got + +389 +00:24:56,260 --> 00:25:01,510 +complicated. It got complicated simply because we + +390 +00:25:01,510 --> 00:25:04,690 +need more specialized salespersons, each salesperson + +391 +00:25:04,690 --> 00:25:08,950 +understanding a very tiny work, tiny + +392 +00:25:08,950 --> 00:25:12,690 +piece of work. Therefore, all of them, whenever + +393 +00:25:12,690 --> 00:25:14,430 +they are going to be reconnected or unified + +394 +00:25:14,430 --> 00:25:16,770 +together, we are going to form something called + +395 +00:25:16,770 --> 00:25:23,690 +a matrix. So the sales process isn't an easy mission. It + +396 +00:25:23,690 --> 00:25:28,350 +is founded on a team. Each member within the team + +397 +00:25:28,350 --> 00:25:32,530 +has its own position, has its own place and + +398 +00:25:32,530 --> 00:25:39,150 +responsibilities. Now to sum up, two forces which + +399 +00:25:39,150 --> 00:25:42,610 +changed the marketplace and later on changed the + +400 +00:25:42,610 --> 00:25:45,650 +selling process. Number one, competition, and + +401 +00:25:45,650 --> 00:25:48,650 +number two, customers; both of them began influencing what is + +402 +00:25:48,650 --> 00:25:51,330 +called the selling process. Any questions, any + +403 +00:25:51,330 --> 00:25:54,070 +comments about this? Any questions, any comments? + +404 +00:25:54,570 --> 00:25:57,570 +Ok, move on. Now I am not going to speak, you have + +405 +00:25:57,570 --> 00:26:01,330 +to speak. Look at the diagram or the figure and + +406 +00:26:01,330 --> 00:26:03,370 +please tell me what you understand from it. + +407 +00:26:06,690 --> 00:26:08,230 +What do you understand from this figure? + +408 +00:26:18,070 --> 00:26:20,270 +It's easy. Go on. + +409 +00:26:46,160 --> 00:26:48,860 +Several factors. But which one is most important? + +410 +00:26:48,860 --> 00:26:52,820 +Sales competence. This is the + +411 +00:26:52,820 --> 00:26:56,400 +thing which we talked about before. If we would + +412 +00:26:56,400 --> 00:26:59,600 +like to create a satisfied customer, if we would + +413 +00:26:59,600 --> 00:27:02,540 +like to create a happy customer, if we would like + +414 +00:27:02,540 --> 00:27:05,460 +to increase the loyalty of the customer, we have + +415 +00:27:05,460 --> 00:27:07,580 +to look for the factors which are causing + +416 +00:27:07,580 --> 00:27:11,560 +satisfaction, which are causing happiness. These + +417 +00:27:11,560 --> 00:27:14,800 +factors are various. One of them might be the + +418 +00:27:14,800 --> 00:27:17,540 +competence of the salesperson. A second might be + + +445 +00:28:55,740 --> 00:28:58,680 +Something is going wrong. Something cannot be + +446 +00:28:58,680 --> 00:29:02,020 +handled or done. They are going to come and solve + +447 +00:29:02,020 --> 00:29:04,900 +it for him or her. This is the meaning of the + +448 +00:29:04,900 --> 00:29:07,940 +customer solution called customer service. And the + +449 +00:29:07,940 --> 00:29:13,420 +fourth factor, which is the last, is price. Price is + +450 +00:29:13,420 --> 00:29:16,380 +influencing or leading to customer satisfaction + +451 +00:29:16,380 --> 00:29:22,420 +with about 17% only. So, rank number one is + +452 +00:29:22,420 --> 00:29:26,700 +competence of salesperson. This is number one. + +453 +00:29:28,130 --> 00:29:31,210 +Somebody is going to say, "Can we prove this from a + +454 +00:29:31,210 --> 00:29:34,650 +realistic example?" Yes, we can prove it. Now + +455 +00:29:34,650 --> 00:29:38,470 +listen, five years ago or six years ago, and I'm + +456 +00:29:38,470 --> 00:29:41,630 +not sure if you were or if you were remembering + +457 +00:29:41,630 --> 00:29:44,530 +this incident or not, some of the Gazan traders + +458 +00:29:44,750 --> 00:29:47,630 +they decided to import very cheap Chinese shoes. + +459 +00:29:49,230 --> 00:29:52,590 +The price for a pair of shoes was not exceeding + +460 +00:29:52,590 --> 00:29:55,910 +more than 10 Israeli shekel. But unfortunately, + +461 +00:29:56,450 --> 00:29:58,790 +after you are going to try this pair of shoes + +462 +00:29:58,790 --> 00:30:01,710 +twice or three times, they are going to be torn + +463 +00:30:01,710 --> 00:30:06,390 +out. Do you remember this incident? Do you + +464 +00:30:06,390 --> 00:30:11,810 +remember it? Who remembered it? You heard about + +465 +00:30:11,810 --> 00:30:16,990 +it? Okay, then after two or three months, + +466 +00:30:17,250 --> 00:30:20,430 +people are no longer interested in the price, or + +467 +00:30:20,430 --> 00:30:23,090 +people, or the customers, they decided to embargo + +468 +00:30:23,090 --> 00:30:28,290 +these bad quality Chinese shoes even though + +469 +00:30:28,290 --> 00:30:32,790 +their price was very cheap. But in fact, this kind + +470 +00:30:32,790 --> 00:30:35,950 +of product did not serve or sustain with + +471 +00:30:35,950 --> 00:30:40,170 +them; therefore, they embargoed it. So, all the time + +472 +00:30:40,170 --> 00:30:44,200 +remember, price isn't always a solution; price + +473 +00:30:44,200 --> 00:30:46,900 +isn't always the factor which is going to increase + +474 +00:30:46,900 --> 00:30:52,200 +or motivate the satisfaction of customers. Any + +475 +00:30:52,200 --> 00:30:55,420 +questions? Any comments about this? Any questions? Any + +476 +00:30:55,420 --> 00:30:59,220 +comments? Let's move to the final part of today's class. + +477 +00:30:59,220 --> 00:31:03,320 +This is very important; you should expect to be asked + +478 +00:31:03,320 --> 00:31:08,080 +about it in the midterm exam. Generally, whenever we + +479 +00:31:08,080 --> 00:31:10,920 +are going to talk about sales or selling, we are + +480 +00:31:10,920 --> 00:31:14,930 +talking about two kinds of models. In fact, there + +481 +00:31:14,930 --> 00:31:19,090 +are three, not two. But at this stage, we will + +482 +00:31:19,090 --> 00:31:22,890 +talk about only two. The two models of selling or + +483 +00:31:22,890 --> 00:31:27,810 +sales, one of them is called transactional; the + +484 +00:31:27,810 --> 00:31:31,890 +second is called relationship. Let's talk about + +485 +00:31:31,890 --> 00:31:35,850 +it. This is the transactional; in Arabic, التقليدي. + +486 +00:31:36,800 --> 00:31:40,820 +And this one, relationship. The traditional or the + +487 +00:31:40,820 --> 00:31:45,220 +transactional, let's say it focuses on what? It + +488 +00:31:45,220 --> 00:31:49,440 +focuses on sales skills, that's it. So, their + +489 +00:31:49,440 --> 00:31:54,620 +emphasis is on sales skills. But if you are going + +490 +00:31:54,620 --> 00:31:58,040 +to look at the relationship model, it focuses on + +491 +00:31:58,040 --> 00:32:01,920 +management skills, not only sales skills. In other + +492 +00:32:01,920 --> 00:32:05,960 +words, the relationship model focuses on the + +493 +00:32:05,960 --> 00:32:10,760 +skills within management. The second difference + +494 +00:32:10,760 --> 00:32:13,940 +between the two models is the following: Under the + +495 +00:32:13,940 --> 00:32:17,180 +transactional, traditional model, they are + +496 +00:32:17,180 --> 00:32:21,560 +responding to the customer's needs. When we are + +497 +00:32:21,560 --> 00:32:23,420 +saying they are responding to the customer's needs, + +498 +00:32:23,500 --> 00:32:24,040 +it means what? + +499 +00:32:27,620 --> 00:32:28,460 +Not this. + +500 +00:32:33,460 --> 00:32:36,040 +What the customer is going to need, they are going + +501 +00:32:36,040 --> 00:32:38,320 +to make sure that it is available on the shelves. + +502 +00:32:40,020 --> 00:32:45,340 +But here, there is a proactive estimation, a + +503 +00:32:45,340 --> 00:32:49,710 +proactive prediction. These things are the things + +504 +00:32:49,710 --> 00:32:51,990 +which the people are going to need within one year + +505 +00:32:51,990 --> 00:32:55,290 +or two years. In other words, here we are talking + +506 +00:32:55,290 --> 00:32:57,870 +about proactive innovation, opportunity + +507 +00:32:57,870 --> 00:33:01,670 +identification, and offers. Everything is planned + +508 +00:33:01,670 --> 00:33:05,670 +ahead. Everything is planned ahead. What does it + +509 +00:33:05,670 --> 00:33:10,370 +mean? Everything is planned for the future and not + +510 +00:33:10,370 --> 00:33:16,560 +only for the present needs of the customers. The + +511 +00:33:16,560 --> 00:33:19,340 +third difference: Under the transactional + +512 +00:33:19,340 --> 00:33:24,520 +traditional model, they are providing good + +513 +00:33:24,520 --> 00:33:29,940 +products, price, and services. If you are going to + +514 +00:33:29,940 --> 00:33:33,820 +ask about the technicalities of the product, the + +515 +00:33:33,820 --> 00:33:37,020 +raw materials of the product, and the other + +516 +00:33:37,020 --> 00:33:40,300 +specifications or details, the salesperson might + +517 +00:33:40,300 --> 00:33:46,580 +not say or might say, "Sorry, I do not know." But + +518 +00:33:46,580 --> 00:33:51,120 +here, value-based offers, organizational enablers, + +519 +00:33:51,620 --> 00:33:55,380 +all these things mean that the person who is going + +520 +00:33:55,380 --> 00:33:57,020 +to work according to the selling model of + +521 +00:33:57,020 --> 00:34:00,240 +relationship has the readiness, they have the + +522 +00:34:00,240 --> 00:34:03,040 +readiness; they have the ability to respond and to + +523 +00:34:03,040 --> 00:34:06,060 +answer any technical question that might be raised + +524 +00:34:06,060 --> 00:34:11,230 +by the customer. The fifth difference between the + +525 +00:34:11,230 --> 00:34:15,890 +two models: Here, we are narrowing our customer + +526 +00:34:15,890 --> 00:34:19,710 +focus. When we are saying we are narrowing the + +527 +00:34:19,710 --> 00:34:23,430 +customer relationship, what we are interested in + +528 +00:34:23,430 --> 00:34:28,390 +now is to make you buy from us, and that's it. Are + +529 +00:34:28,390 --> 00:34:31,010 +we talking about a future relationship? No, this + +530 +00:34:31,010 --> 00:34:34,290 +isn't our priority. We are under the transactional + +531 +00:34:34,290 --> 00:34:39,450 +model. In the relationship model, we are talking + +532 +00:34:39,450 --> 00:34:43,210 +about what? Broadened customer focus. What + +533 +00:34:43,210 --> 00:34:46,130 +does it mean? This means the customer who is going + +534 +00:34:46,130 --> 00:34:49,830 +to deal with us, he is going to be a hook by which + +535 +00:34:49,830 --> 00:34:53,810 +we are going to attract another customer. Got me? + +536 +00:34:54,210 --> 00:34:59,160 +Give an example. Listen. When we were in America, for + +537 +00:34:59,160 --> 00:35:02,640 +example, sometimes we used to buy our food items + +538 +00:35:02,640 --> 00:35:06,000 +and beverage items from a very big store, which I + +539 +00:35:06,000 --> 00:35:10,520 +am pretty sure you heard about it, Walmart. In the + +540 +00:35:10,520 --> 00:35:13,840 +Walmart, for example, if you are going to buy a + +541 +00:35:13,840 --> 00:35:18,440 +bottle of olive oil, and you are going to have the + +542 +00:35:18,440 --> 00:35:21,000 +receipt and return back home, and you might + +543 +00:35:21,000 --> 00:35:25,400 +consume half of it later on, if you prefer to + +544 +00:35:25,400 --> 00:35:29,460 +return it back to the store, the staff member in + +545 +00:35:29,460 --> 00:35:31,880 +the Walmart, he is going to smile in front of + +546 +00:35:31,880 --> 00:35:35,520 +your face. He is going to say, "Please, miss, can + +547 +00:35:35,520 --> 00:35:38,280 +you provide me with the receipt to be sure that + +548 +00:35:38,280 --> 00:35:41,560 +you bought this item from us?" After you are going + +549 +00:35:41,560 --> 00:35:44,920 +to provide him with the receipt, he is going to + +550 +00:35:44,920 --> 00:35:49,300 +complete or finalize a complete refund for you, and + +551 +00:35:49,300 --> 00:35:52,080 +he will take the bottle, even though half of it + +552 +00:35:52,080 --> 00:35:56,910 +was consumed. A complete refund. Somebody is going + +553 +00:35:56,910 --> 00:36:00,910 +to say, "By this way, we are cheating them," or this + +554 +00:36:00,910 --> 00:36:03,010 +group of people or salespeople, they are stupid. + +555 +00:36:03,530 --> 00:36:06,590 +No, they are not stupid; they are smarter than us. + +556 +00:36:07,450 --> 00:36:10,810 +Simply, why? I'm going to tell you why. Imagine + +557 +00:36:10,810 --> 00:36:13,970 +this scenario happened with Fatima. Fatima returned + +558 +00:36:13,970 --> 00:36:20,630 +half the olive oil. Later on, she herself is going + +559 +00:36:20,630 --> 00:36:24,030 +to need something. She might + +560 +00:36:24,030 --> 00:36:26,670 +need a dress; she might need trousers, a laptop, etc. + +561 +00:36:27,930 --> 00:36:31,450 +For sure, she is going to think of Walmart only. + +562 +00:36:32,250 --> 00:36:35,730 +Why? Because she was very highly satisfied with the + +563 +00:36:35,730 --> 00:36:40,520 +first trial. This is one thing. Another thing: If + +564 +00:36:40,520 --> 00:36:43,660 +a man is her neighbor or a friend, for sure she is + +565 +00:36:43,660 --> 00:36:45,860 +going to talk to him about her positive experience + +566 +00:36:45,860 --> 00:36:49,420 +she had with Walmart the first time. So, + +567 +00:36:49,420 --> 00:36:54,000 +by this way, Fatima was used as a hook to generate + +568 +00:36:54,000 --> 00:36:58,960 +or recruit hundreds and hundreds of customers. Now, + +569 +00:36:58,960 --> 00:37:01,180 +let's return and evaluate the whole situation. + +570 +00:37:02,280 --> 00:37:06,360 +Even though Walmart lost about 10 US dollars or + +571 +00:37:06,360 --> 00:37:10,540 +20 US dollars for the price of olive oil, but + +572 +00:37:10,540 --> 00:37:14,660 +compare this loss of 20 US dollars along with the + +573 +00:37:14,660 --> 00:37:17,380 +gains of hundreds and hundreds of dollars, which + +574 +00:37:17,380 --> 00:37:20,100 +Fatima was the cause of this profit or winning? + +575 +00:37:21,460 --> 00:37:24,980 +And this is the meaning of what? Customer-to-customer + +576 +00:37:24,980 --> 00:37:29,790 +relationship. Now, if we are going to add more, + +577 +00:37:29,970 --> 00:37:32,470 +let's talk about transactional models. Once again, + +578 +00:37:32,890 --> 00:37:36,390 +they are differentiating through products. In + +579 +00:37:36,390 --> 00:37:39,150 +other words, they are going to tell you, "These are + +580 +00:37:39,150 --> 00:37:41,370 +our products, and they are distributed or displayed + +581 +00:37:41,370 --> 00:37:43,570 +on the shelves. These are Chinese; these are + +582 +00:37:43,570 --> 00:37:48,110 +Japanese; these are American," and etc. But here, + +583 +00:37:48,410 --> 00:37:50,770 +differentiating through what? People. So, people + +584 +00:37:50,770 --> 00:37:53,870 +first and products second. But here, products + +585 +00:37:53,870 --> 00:37:55,270 +first and people second. + +586 +00:37:58,500 --> 00:38:01,020 +Also, in transactional, we are talking about sales + +587 +00:38:01,020 --> 00:38:04,300 +revenue focus. What we are thinking of is only the + +588 +00:38:04,300 --> 00:38:07,720 +revenue, the profit, that's it. But here, we are + +589 +00:38:07,720 --> 00:38:11,580 +thinking of what? Profit management. Like here, we + +590 +00:38:11,580 --> 00:38:13,300 +are talking about sales skills, but here, + +591 +00:38:13,920 --> 00:38:17,040 +management skills. So, management is given priority + +592 +00:38:17,540 --> 00:38:22,450 +under the relationship model. The final + +593 +00:38:22,450 --> 00:38:25,410 +difference is that the transactional model focuses + +594 +00:38:25,410 --> 00:38:28,110 +on traditional customer relationships. When we are + +595 +00:38:28,110 --> 00:38:31,150 +saying traditional, this means buy, and if you are + +596 +00:38:31,150 --> 00:38:33,290 +going to buy from us, this means the end of the + +597 +00:38:33,290 --> 00:38:37,050 +relationship. But in the relationship model, we + +598 +00:38:37,050 --> 00:38:40,190 +are talking about a trusted business advising or + +599 +00:38:40,190 --> 00:38:42,230 +partnership relationship. + +600 +00:38:44,730 --> 00:38:49,090 +The final advantage of the relationship model is + +601 +00:38:49,090 --> 00:38:53,590 +informing us that we are talking about advising + +602 +00:38:53,590 --> 00:38:58,530 +relationships and partnership relationships. Because + +603 +00:38:58,530 --> 00:39:03,450 +of this, now we are talking about three models of + +604 +00:39:03,450 --> 00:39:07,990 +selling. Number one is transactional or + +605 +00:39:07,990 --> 00:39:11,740 +traditional. Number two, relationship. The + +606 +00:39:11,740 --> 00:39:14,580 +relationship model itself is subdivided into + +607 +00:39:14,580 --> 00:39:17,100 +advising relationships and partnership + +608 +00:39:17,100 --> 00:39:20,660 +relationships. Any questions? Any comments about + +609 +00:39:20,660 --> 00:39:27,320 +this? Any questions? Any comments? Go on. Okay, + +610 +00:39:27,440 --> 00:39:30,120 +thank you for this class. Hopefully, tomorrow we + +611 +00:39:30,120 --> 00:39:32,400 +are going to continue with other objectives of + +612 +00:39:32,400 --> 00:39:34,900 +chapter number one. Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..34b7a0552229e3f099ad272ee398bddbdecb325b --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5036, "start": 21.56, "end": 50.36, "text": " Good morning. Today we are going to go on with chapter number one, Sales Management. As we said before, one of the previous learning objectives was talking about the factors which influenced or changed the marketplace. 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With these three factors, before we are going to talk about them, I'm going to ask the students if you prepared it or not. Did you prepare it? Who would like to talk about it? Who would like to talk about it? 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customers because of increased level of awareness of the other companies and other industries. This urged us to have changes in the selling process. Subhanina, stop here. I would like to ask you about more regarding fewer suppliers. 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We don't need to have suppliers to make the selling system or selling process between the customers and the seller. Okay, good, good. Who would like to add more about this?", "tokens": [33468, 260, 29467, 1355, 321, 362, 257, 4966, 2480, 1296, 4581, 293, 31276, 1851, 281, 1851, 13, 492, 500, 380, 643, 281, 362, 29467, 281, 652, 264, 6511, 1185, 420, 6511, 1399, 1296, 264, 4581, 293, 264, 23600, 13, 1033, 11, 665, 11, 665, 13, 2102, 576, 411, 281, 909, 544, 466, 341, 30], "avg_logprob": -0.14538351676680825, "compression_ratio": 1.6011904761904763, "no_speech_prob": 5.364418029785156e-07, "words": [{"start": 139.66, "end": 140.4, "word": " Fewer", "probability": 0.815185546875}, {"start": 140.4, "end": 140.9, "word": " suppliers", "probability": 0.9306640625}, {"start": 140.9, "end": 141.5, "word": " means", "probability": 0.9296875}, {"start": 141.5, "end": 142.16, "word": " we", "probability": 0.892578125}, {"start": 142.16, "end": 142.48, "word": " have", "probability": 0.94921875}, {"start": 142.48, "end": 142.74, "word": " a", "probability": 0.94384765625}, {"start": 142.74, "end": 142.96, "word": " closer", "probability": 0.81005859375}, {"start": 142.96, "end": 143.54, "word": " relationship", "probability": 0.90576171875}, {"start": 143.54, "end": 143.82, "word": " between", "probability": 0.875}, {"start": 143.82, "end": 144.26, "word": " customers", "probability": 0.81103515625}, {"start": 144.26, "end": 144.64, "word": " and", "probability": 0.93603515625}, {"start": 144.64, "end": 145.0, "word": " sellers", "probability": 0.85595703125}, {"start": 145.0, "end": 146.18, "word": " face", "probability": 0.65869140625}, {"start": 146.18, "end": 146.34, "word": " to", "probability": 0.65771484375}, {"start": 146.34, "end": 146.66, "word": " face.", "probability": 0.90869140625}, {"start": 147.08, "end": 147.34, "word": " We", "probability": 0.93701171875}, {"start": 147.34, "end": 148.3, "word": " don't", "probability": 0.950927734375}, {"start": 148.3, "end": 148.94, "word": " need", "probability": 0.9248046875}, {"start": 148.94, "end": 149.24, "word": " to", "probability": 0.96044921875}, {"start": 149.24, "end": 149.7, "word": " have", "probability": 0.947265625}, {"start": 149.7, "end": 150.64, "word": " suppliers", "probability": 0.83935546875}, {"start": 150.64, "end": 151.48, "word": " to", "probability": 0.96337890625}, {"start": 151.48, "end": 151.82, "word": " make", "probability": 0.939453125}, {"start": 151.82, "end": 152.78, "word": " the", "probability": 0.904296875}, {"start": 152.78, "end": 155.0, "word": " selling", "probability": 0.63720703125}, {"start": 155.0, "end": 155.86, "word": " system", "probability": 0.84228515625}, {"start": 155.86, "end": 156.12, "word": " or", "probability": 0.861328125}, {"start": 156.12, "end": 156.38, "word": " selling", "probability": 0.80712890625}, {"start": 156.38, "end": 156.88, "word": " process", "probability": 0.951171875}, {"start": 156.88, "end": 157.58, "word": " between", "probability": 0.869140625}, {"start": 157.58, "end": 157.84, "word": " the", "probability": 0.89208984375}, {"start": 157.84, "end": 158.18, "word": " customers", "probability": 0.83349609375}, {"start": 158.18, "end": 158.72, "word": " and", "probability": 0.943359375}, {"start": 158.72, "end": 159.16, "word": " the", "probability": 0.91357421875}, {"start": 159.16, "end": 159.36, "word": " seller.", "probability": 0.8291015625}, {"start": 159.88, "end": 160.14, "word": " Okay,", "probability": 0.464111328125}, {"start": 160.24, "end": 160.48, "word": " good,", "probability": 0.9267578125}, {"start": 161.0, "end": 161.26, "word": " good.", "probability": 0.9228515625}, {"start": 161.8, "end": 162.38, "word": " Who", "probability": 0.86181640625}, {"start": 162.38, "end": 162.52, "word": " would", "probability": 0.91796875}, {"start": 162.52, "end": 162.68, "word": " like", "probability": 0.94091796875}, {"start": 162.68, "end": 162.8, "word": " to", "probability": 0.970703125}, {"start": 162.8, "end": 162.94, "word": " add", "probability": 0.91357421875}, {"start": 162.94, "end": 163.22, "word": " more", "probability": 0.93408203125}, {"start": 163.22, "end": 163.9, "word": " about", "probability": 0.87451171875}, {"start": 163.9, "end": 164.26, "word": " this?", "probability": 0.94677734375}], "temperature": 1.0}, {"id": 7, "seek": 18782, "start": 165.62, "end": 187.82, "text": " Excellent, now let's go on. So, as we said, we are talking about two major factors or influential items. Number one, competition and number two, customers. Of both of them, they influence something called marketplace. We are going to explain them in a very detailed way. At the same time also, we are going to strike realistic examples.", "tokens": [16723, 11, 586, 718, 311, 352, 322, 13, 407, 11, 382, 321, 848, 11, 321, 366, 1417, 466, 732, 2563, 6771, 420, 22215, 4754, 13, 5118, 472, 11, 6211, 293, 1230, 732, 11, 4581, 13, 2720, 1293, 295, 552, 11, 436, 6503, 746, 1219, 19455, 13, 492, 366, 516, 281, 2903, 552, 294, 257, 588, 9942, 636, 13, 1711, 264, 912, 565, 611, 11, 321, 366, 516, 281, 9302, 12465, 5110, 13], "avg_logprob": -0.25791951401592933, "compression_ratio": 1.5318181818181817, "no_speech_prob": 0.0, "words": [{"start": 165.62, "end": 166.06, "word": " Excellent,", "probability": 0.84423828125}, {"start": 166.24, "end": 166.4, "word": " now", "probability": 0.84326171875}, {"start": 166.4, "end": 166.64, "word": " let's", "probability": 0.882568359375}, {"start": 166.64, "end": 166.82, "word": " go", "probability": 0.9111328125}, {"start": 166.82, "end": 167.04, "word": " on.", "probability": 0.94775390625}, {"start": 167.58, "end": 167.7, 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Other examples are going to be internationally. We can or I am sure that many of you heard about these examples, especially if you are following the news. Let's begin with the first one, competition. Nowadays, all companies and producers and fans, all of them, they are understanding one simple fact.", "tokens": [2188, 295, 613, 5110, 366, 516, 281, 312, 490, 264, 28202, 4319, 420, 490, 264, 28202, 993, 13, 5358, 5110, 366, 516, 281, 312, 24422, 13, 492, 393, 420, 286, 669, 988, 300, 867, 295, 291, 2198, 466, 613, 5110, 11, 2318, 498, 291, 366, 3480, 264, 2583, 13, 961, 311, 1841, 365, 264, 700, 472, 11, 6211, 13, 28908, 11, 439, 3431, 293, 16080, 293, 4499, 11, 439, 295, 552, 11, 436, 366, 3701, 472, 2199, 1186, 13], "avg_logprob": -0.18935546949505805, "compression_ratio": 1.74235807860262, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 188.8, "end": 189.12, "word": " Some", "probability": 0.75732421875}, {"start": 189.12, "end": 189.26, "word": " of", "probability": 0.89208984375}, {"start": 189.26, "end": 189.42, "word": " these", "probability": 0.8359375}, {"start": 189.42, "end": 189.8, "word": " examples", "probability": 0.85107421875}, {"start": 189.8, "end": 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This fact means you are not alone producing. We are talking about millions and millions of firms and companies who might share in producing one similar item. Now let's give a realistic example. 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This company proposed a very famous product one year ago and this product was the iPad. You know the iPad? Okay, five months later,", "tokens": [639, 6373, 2237, 307, 472, 295, 264, 2665, 3431, 597, 307, 4888, 281, 312, 264, 700, 6783, 2237, 294, 3374, 293, 439, 670, 264, 1002, 13, 639, 2237, 10348, 257, 588, 4618, 1674, 472, 1064, 2057, 293, 341, 1674, 390, 264, 12945, 13, 509, 458, 264, 12945, 30, 1033, 11, 1732, 2493, 1780, 11], "avg_logprob": -0.21008523052388972, "compression_ratio": 1.5739644970414202, "no_speech_prob": 0.0, "words": [{"start": 239.07, "end": 239.51, "word": " This", "probability": 0.5478515625}, {"start": 239.51, "end": 239.79, "word": " Apple", "probability": 0.92431640625}, {"start": 239.79, "end": 240.15, "word": " company", "probability": 0.77880859375}, {"start": 240.15, "end": 240.43, "word": " is", "probability": 0.74560546875}, {"start": 240.43, "end": 240.65, "word": " one", "probability": 0.75244140625}, {"start": 240.65, "end": 240.77, "word": " of", "probability": 0.96728515625}, {"start": 240.77, "end": 240.85, "word": " the", "probability": 0.8271484375}, {"start": 240.85, "end": 241.19, "word": " American", "probability": 0.7060546875}, {"start": 241.19, "end": 241.79, "word": " companies", "probability": 0.86767578125}, {"start": 241.79, "end": 242.77, "word": " which", "probability": 0.52734375}, {"start": 242.77, "end": 243.11, "word": " is", "probability": 0.92236328125}, {"start": 243.11, "end": 243.47, "word": " considered", "probability": 0.794921875}, {"start": 243.47, "end": 243.69, "word": " to", "probability": 0.94384765625}, {"start": 243.69, "end": 243.91, "word": " be", "probability": 0.95458984375}, {"start": 243.91, "end": 244.15, "word": " the", "probability": 0.90625}, {"start": 244.15, "end": 244.89, "word": " first", "probability": 0.8515625}, {"start": 244.89, "end": 245.75, "word": " IT", "probability": 0.970703125}, {"start": 245.75, "end": 246.27, "word": " company", "probability": 0.90185546875}, {"start": 246.27, "end": 246.49, "word": " in", "probability": 0.9375}, {"start": 246.49, "end": 246.95, "word": " America", "probability": 0.86376953125}, {"start": 246.95, "end": 247.23, "word": " and", "probability": 0.92578125}, {"start": 247.23, "end": 247.37, "word": " all", "probability": 0.927734375}, {"start": 247.37, "end": 247.55, "word": " over", "probability": 0.91650390625}, {"start": 247.55, "end": 247.71, "word": " the", "probability": 0.92138671875}, {"start": 247.71, "end": 247.97, "word": " world.", "probability": 0.9423828125}, {"start": 249.85, "end": 250.21, "word": " This", "probability": 0.8447265625}, {"start": 250.21, "end": 250.67, "word": " company", "probability": 0.91064453125}, {"start": 250.67, "end": 251.71, "word": " proposed", "probability": 0.8720703125}, {"start": 251.71, "end": 252.15, "word": " a", "probability": 0.98681640625}, {"start": 252.15, "end": 252.37, "word": " very", "probability": 0.83056640625}, {"start": 252.37, "end": 252.65, "word": " famous", "probability": 0.95947265625}, {"start": 252.65, "end": 253.11, "word": " product", "probability": 0.91650390625}, {"start": 253.11, "end": 253.37, "word": " one", "probability": 0.8515625}, {"start": 253.37, "end": 253.51, "word": " year", "probability": 0.9345703125}, {"start": 253.51, "end": 253.87, "word": " ago", "probability": 0.8935546875}, {"start": 253.87, "end": 254.73, "word": " and", "probability": 0.50732421875}, {"start": 254.73, "end": 254.91, "word": " this", "probability": 0.9150390625}, {"start": 254.91, "end": 255.23, "word": " product", "probability": 0.8974609375}, {"start": 255.23, "end": 255.81, "word": " was", "probability": 0.94091796875}, {"start": 255.81, "end": 256.99, "word": " the", "probability": 0.83837890625}, {"start": 256.99, "end": 257.41, "word": " iPad.", "probability": 0.4482421875}, {"start": 258.47, "end": 258.67, "word": " You", "probability": 0.64501953125}, {"start": 258.67, "end": 258.85, "word": " know", "probability": 0.904296875}, {"start": 258.85, "end": 259.05, "word": " the", "probability": 0.84716796875}, {"start": 259.05, "end": 259.37, "word": " iPad?", "probability": 0.89794921875}, {"start": 260.37, "end": 260.69, "word": " Okay,", "probability": 0.340087890625}, {"start": 261.63, "end": 261.97, "word": " five", "probability": 0.75146484375}, {"start": 261.97, "end": 262.21, "word": " months", "probability": 0.83203125}, {"start": 262.21, "end": 262.59, "word": " later,", "probability": 0.9404296875}], "temperature": 1.0}, {"id": 11, "seek": 28597, "start": 263.51, "end": 285.97, "text": " Samsung, the southern Korean company, proposed its own version of the iPad. They named it, I think, Galaxy iPad. Because of this, we are saying we aren't alone producing. Many firms are producing. 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Yes. Is it influencing the sale size? Yes. Why? Under this example, if anyone from you would like to buy the iPad, he might be hesitant or confused which one she should pick. Should we pick up iPad made by Apple company or iPad made by Samsung company? 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Yes, there is global competition. Is it going to reach our hand or homeland? Yes, it is going to reach us. Now, let's talk about shorter production cycles. If you are going to ask a very simple and quick question, why nowadays we are enjoying something called shorter production cycle? Can you think of the reason? I need a reason which is consisting of only one word, Iman. 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Let's calculate how many minutes did the registrar take in order to finalize the registration process for Fatim. I think 10 minutes if we are very optimistic or more if we are pessimistic. That's fine. But imagine how we are going to finalize the registration in the due time that did not exceed more than two weeks for thousands and thousands of students.", "tokens": [440, 1154, 307, 264, 3480, 13, 961, 311, 8873, 577, 867, 2077, 630, 264, 11376, 5352, 747, 294, 1668, 281, 2572, 1125, 264, 16847, 1399, 337, 16948, 332, 13, 286, 519, 1266, 2077, 498, 321, 366, 588, 19397, 420, 544, 498, 321, 366, 37399, 3142, 13, 663, 311, 2489, 13, 583, 3811, 577, 321, 366, 516, 281, 2572, 1125, 264, 16847, 294, 264, 3462, 565, 300, 630, 406, 14048, 544, 813, 732, 3259, 337, 5383, 293, 5383, 295, 1731, 13], "avg_logprob": -0.1723572501429805, "compression_ratio": 1.7276785714285714, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 525.23, "end": 525.47, "word": " The", "probability": 0.77392578125}, {"start": 525.47, "end": 525.77, "word": " problem", "probability": 0.86572265625}, {"start": 525.77, "end": 525.95, "word": " is", "probability": 0.93603515625}, {"start": 525.95, "end": 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It's very exhausting which is very tiring. Imagine for example if the file of Ms. Fatim lost or was missed or got banned. This means we are destroying the future of a student whose name is Fatim.", "tokens": [2014, 321, 1417, 466, 257, 588, 34076, 1399, 30, 467, 311, 588, 34076, 597, 307, 588, 35182, 13, 11739, 337, 1365, 498, 264, 3991, 295, 7741, 13, 16948, 332, 2731, 420, 390, 6721, 420, 658, 19564, 13, 639, 1355, 321, 366, 19926, 264, 2027, 295, 257, 3107, 6104, 1315, 307, 16948, 332, 13], "avg_logprob": -0.23625579090030105, "compression_ratio": 1.4610778443113772, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 553.28, "end": 553.56, "word": " Are", "probability": 0.734375}, {"start": 553.56, "end": 553.72, "word": " we", "probability": 0.94091796875}, {"start": 553.72, "end": 553.98, "word": " talking", "probability": 0.83740234375}, {"start": 553.98, "end": 554.2, "word": " about", "probability": 0.60986328125}, {"start": 554.2, "end": 554.3, "word": " a", "probability": 0.75537109375}, {"start": 554.3, "end": 554.48, "word": " very", "probability": 0.84375}, {"start": 554.48, "end": 554.92, "word": " exhausting", "probability": 0.7998046875}, {"start": 554.92, "end": 555.44, "word": " process?", "probability": 0.93408203125}, {"start": 556.06, "end": 556.3, "word": " It's", "probability": 0.674072265625}, {"start": 556.3, "end": 556.5, "word": " very", "probability": 0.84130859375}, {"start": 556.5, "end": 557.0, "word": " exhausting", "probability": 0.8603515625}, {"start": 557.0, "end": 557.26, "word": " which", "probability": 0.23046875}, {"start": 557.26, "end": 557.34, "word": " is", "probability": 0.92919921875}, {"start": 557.34, "end": 557.52, "word": " very", "probability": 0.7880859375}, {"start": 557.52, "end": 557.82, "word": " tiring.", "probability": 0.95263671875}, {"start": 559.04, "end": 559.64, "word": " Imagine", "probability": 0.8427734375}, {"start": 559.64, "end": 559.9, "word": " for", "probability": 0.685546875}, {"start": 559.9, "end": 560.32, "word": " example", "probability": 0.9775390625}, {"start": 560.32, "end": 561.12, "word": " if", "probability": 0.65380859375}, {"start": 561.12, "end": 561.28, "word": " the", "probability": 0.8876953125}, {"start": 561.28, "end": 561.7, "word": " file", "probability": 0.93359375}, {"start": 561.7, "end": 561.92, "word": " of", "probability": 0.95458984375}, {"start": 561.92, "end": 562.12, "word": " Ms.", "probability": 0.33251953125}, {"start": 562.24, "end": 562.54, "word": " Fatim", "probability": 0.5748291015625}, {"start": 562.54, "end": 562.86, "word": " lost", "probability": 0.521484375}, {"start": 562.86, "end": 564.02, "word": " or", "probability": 0.66015625}, {"start": 564.02, "end": 564.32, "word": " was", "probability": 0.9189453125}, {"start": 564.32, "end": 564.7, "word": " missed", "probability": 0.78564453125}, {"start": 564.7, "end": 565.56, "word": " or", "probability": 0.865234375}, {"start": 565.56, "end": 565.78, "word": " got", "probability": 0.92529296875}, {"start": 565.78, "end": 566.16, "word": " banned.", "probability": 0.8564453125}, {"start": 567.04, "end": 567.34, "word": " This", "probability": 0.87158203125}, {"start": 567.34, "end": 567.62, "word": " means", "probability": 0.9345703125}, {"start": 567.62, "end": 567.78, "word": " we", "probability": 0.85888671875}, {"start": 567.78, "end": 567.92, "word": " are", "probability": 0.90185546875}, {"start": 567.92, "end": 568.22, "word": " destroying", "probability": 0.9794921875}, {"start": 568.22, "end": 568.46, "word": " the", "probability": 0.91552734375}, {"start": 568.46, "end": 568.78, "word": " future", "probability": 0.97705078125}, {"start": 568.78, "end": 569.06, "word": " of", "probability": 0.96728515625}, {"start": 569.06, "end": 569.2, "word": " a", "probability": 0.9794921875}, {"start": 569.2, "end": 569.58, "word": " student", "probability": 0.95703125}, {"start": 569.58, "end": 570.34, "word": " whose", "probability": 0.65283203125}, {"start": 570.34, "end": 570.64, "word": " name", "probability": 0.89404296875}, {"start": 570.64, "end": 570.96, "word": " is", "probability": 0.93798828125}, {"start": 570.96, "end": 571.48, "word": " Fatim.", "probability": 0.93994140625}], "temperature": 1.0}, {"id": 23, "seek": 58459, "start": 572.33, "end": 584.59, "text": " Because of this, we are talking about a very long production cycle. This longer production cycle might also be very dangerous, especially if you lose control over it.", "tokens": [1436, 295, 341, 11, 321, 366, 1417, 466, 257, 588, 938, 4265, 6586, 13, 639, 2854, 4265, 6586, 1062, 611, 312, 588, 5795, 11, 2318, 498, 291, 3624, 1969, 670, 309, 13], "avg_logprob": -0.2315340909090909, "compression_ratio": 1.3801652892561984, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 572.33, "end": 572.69, "word": " Because", "probability": 0.77392578125}, {"start": 572.69, "end": 572.85, "word": " of", "probability": 0.95263671875}, {"start": 572.85, "end": 572.97, "word": " this,", "probability": 0.931640625}, {"start": 573.03, "end": 573.11, "word": " we", "probability": 0.94287109375}, {"start": 573.11, "end": 573.23, "word": " are", "probability": 0.83544921875}, {"start": 573.23, "end": 573.53, "word": " talking", "probability": 0.84423828125}, {"start": 573.53, "end": 573.97, "word": " about", "probability": 0.89892578125}, {"start": 573.97, "end": 574.41, "word": " a", "probability": 0.73388671875}, {"start": 574.41, "end": 574.73, "word": " very", "probability": 0.732421875}, {"start": 574.73, "end": 575.19, "word": " long", "probability": 0.8828125}, {"start": 575.19, "end": 575.91, "word": " production", "probability": 0.94140625}, {"start": 575.91, "end": 576.53, "word": " cycle.", "probability": 0.97412109375}, {"start": 577.21, "end": 577.65, "word": " This", "probability": 0.485595703125}, {"start": 577.65, "end": 578.01, "word": " longer", "probability": 0.619140625}, {"start": 578.01, "end": 578.47, "word": " production", "probability": 0.953125}, {"start": 578.47, "end": 578.97, "word": " cycle", "probability": 0.9609375}, {"start": 578.97, "end": 579.27, "word": " might", "probability": 0.802734375}, {"start": 579.27, "end": 579.81, "word": " also", "probability": 0.45263671875}, {"start": 579.81, "end": 580.53, "word": " be", "probability": 0.9482421875}, {"start": 580.53, "end": 580.81, "word": " very", "probability": 0.791015625}, {"start": 580.81, "end": 581.27, "word": " dangerous,", "probability": 0.87060546875}, {"start": 581.71, "end": 582.25, "word": " especially", "probability": 0.8212890625}, {"start": 582.25, "end": 583.17, "word": " if", "probability": 0.92822265625}, {"start": 583.17, "end": 583.33, "word": " you", "probability": 0.87109375}, {"start": 583.33, "end": 583.55, "word": " lose", "probability": 0.478271484375}, {"start": 583.55, "end": 584.09, "word": " control", "probability": 0.8330078125}, {"start": 584.09, "end": 584.37, "word": " over", "probability": 0.83056640625}, {"start": 584.37, "end": 584.59, "word": " it.", "probability": 0.93994140625}], "temperature": 1.0}, {"id": 24, "seek": 60952, "start": 585.82, "end": 609.52, "text": " especially if you lose control over it. But nowadays everything can be done in a few seconds and the data is maintained or preserved directly. At the same time, we are talking about more than one version or more than one copy of the data. So everything is secured and everything is done in a very efficient and effective", "tokens": [2318, 498, 291, 3624, 1969, 670, 309, 13, 583, 13434, 1203, 393, 312, 1096, 294, 257, 1326, 3949, 293, 264, 1412, 307, 17578, 420, 22242, 3838, 13, 1711, 264, 912, 565, 11, 321, 366, 1417, 466, 544, 813, 472, 3037, 420, 544, 813, 472, 5055, 295, 264, 1412, 13, 407, 1203, 307, 22905, 293, 1203, 307, 1096, 294, 257, 588, 7148, 293, 4942], "avg_logprob": -0.23364258161745965, "compression_ratio": 1.671875, "no_speech_prob": 0.0, "words": [{"start": 585.82, "end": 586.46, "word": " especially", "probability": 0.5751953125}, {"start": 586.46, "end": 587.1, "word": " if", "probability": 0.916015625}, {"start": 587.1, "end": 587.26, "word": " you", "probability": 0.82080078125}, {"start": 587.26, "end": 587.44, "word": " lose", "probability": 0.429931640625}, {"start": 587.44, "end": 587.92, "word": " control", "probability": 0.84814453125}, {"start": 587.92, "end": 588.2, "word": " over", 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As Hanin said before, whenever we are going to talk about the blurred boundaries nowadays, many various items can be formed together in order to produce one item. This is one thing. Another thing, sometimes we might refer to the blurred boundaries as ambiguous borders. With these ambiguous borders, we cannot identify them clearly.", "tokens": [823, 11, 718, 311, 751, 466, 264, 43525, 13180, 13, 1018, 7820, 259, 848, 949, 11, 5699, 321, 366, 516, 281, 751, 466, 264, 43525, 13180, 13434, 11, 867, 3683, 4754, 393, 312, 8693, 1214, 294, 1668, 281, 5258, 472, 3174, 13, 639, 307, 472, 551, 13, 3996, 551, 11, 2171, 321, 1062, 2864, 281, 264, 43525, 13180, 382, 39465, 16287, 13, 2022, 613, 39465, 16287, 11, 321, 2644, 5876, 552, 4448, 13], "avg_logprob": -0.161317569581238, "compression_ratio": 1.7546296296296295, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 610.76, "end": 611.4, "word": " Now,", "probability": 0.65966796875}, {"start": 612.06, "end": 612.48, "word": " let's", "probability": 0.876220703125}, {"start": 612.48, "end": 612.72, "word": " talk", "probability": 0.8681640625}, {"start": 612.72, "end": 613.02, "word": " about", "probability": 0.90380859375}, {"start": 613.02, "end": 613.18, "word": " the", "probability": 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635.42, "end": 635.78, "word": " ambiguous", "probability": 0.83544921875}, {"start": 635.78, "end": 636.28, "word": " borders,", "probability": 0.85400390625}, {"start": 636.42, "end": 636.6, "word": " we", "probability": 0.95556640625}, {"start": 636.6, "end": 636.94, "word": " cannot", "probability": 0.84619140625}, {"start": 636.94, "end": 637.6, "word": " identify", "probability": 0.9267578125}, {"start": 637.6, "end": 637.94, "word": " them", "probability": 0.8974609375}, {"start": 637.94, "end": 638.42, "word": " clearly.", "probability": 0.82373046875}], "temperature": 1.0}, {"id": 26, "seek": 66272, "start": 639.14, "end": 662.72, "text": " Let's give an example from our real life. Seven or eight months ago, the Israeli government said in the media that we are ready to receive any Gazan tomato product to be allowed to be exported to the Israeli market. Why? Because during this time,", "tokens": [961, 311, 976, 364, 1365, 490, 527, 957, 993, 13, 14868, 420, 3180, 2493, 2057, 11, 264, 19974, 2463, 848, 294, 264, 3021, 300, 321, 366, 1919, 281, 4774, 604, 38468, 282, 9288, 1674, 281, 312, 4350, 281, 312, 42055, 281, 264, 19974, 2142, 13, 1545, 30, 1436, 1830, 341, 565, 11], "avg_logprob": -0.23835494833172494, "compression_ratio": 1.4114285714285715, "no_speech_prob": 0.0, "words": [{"start": 639.14, "end": 639.52, "word": " Let's", "probability": 0.731201171875}, {"start": 639.52, "end": 639.66, "word": " give", "probability": 0.75}, {"start": 639.66, "end": 639.8, "word": " an", "probability": 0.257568359375}, {"start": 639.8, "end": 640.1, "word": " example", "probability": 0.97900390625}, {"start": 640.1, "end": 641.1, "word": " from", "probability": 0.6748046875}, {"start": 641.1, "end": 641.38, "word": " our", "probability": 0.8779296875}, {"start": 641.38, "end": 641.58, "word": " real", "probability": 0.912109375}, {"start": 641.58, "end": 641.96, "word": " life.", "probability": 0.86181640625}, {"start": 643.0, "end": 643.62, "word": " Seven", "probability": 0.68212890625}, {"start": 643.62, "end": 643.84, "word": " or", "probability": 0.96240234375}, {"start": 643.84, "end": 644.0, "word": " eight", "probability": 0.90185546875}, {"start": 644.0, "end": 644.22, "word": " months", "probability": 0.80908203125}, {"start": 644.22, "end": 644.62, "word": " ago,", "probability": 0.904296875}, {"start": 645.6, "end": 645.62, "word": " the", "probability": 0.5380859375}, {"start": 645.62, "end": 645.86, "word": " Israeli", "probability": 0.90380859375}, {"start": 645.86, "end": 646.3, "word": " government", "probability": 0.85791015625}, {"start": 646.3, "end": 646.76, "word": " said", "probability": 0.8642578125}, {"start": 646.76, "end": 647.58, "word": " in", "probability": 0.828125}, {"start": 647.58, "end": 647.72, "word": " the", "probability": 0.9033203125}, {"start": 647.72, "end": 648.1, "word": " media", "probability": 0.90869140625}, {"start": 648.1, "end": 648.84, "word": " that", "probability": 0.6640625}, {"start": 648.84, "end": 649.14, "word": " we", "probability": 0.352294921875}, {"start": 649.14, "end": 649.4, "word": " are", "probability": 0.6943359375}, {"start": 649.4, "end": 649.74, "word": " ready", "probability": 0.8603515625}, {"start": 649.74, "end": 651.28, "word": " to", "probability": 0.9580078125}, {"start": 651.28, "end": 651.92, "word": " receive", "probability": 0.9072265625}, {"start": 651.92, "end": 652.88, "word": " any", "probability": 0.865234375}, {"start": 652.88, "end": 653.46, "word": " Gazan", "probability": 0.7086181640625}, {"start": 653.46, "end": 654.28, "word": " tomato", "probability": 0.7529296875}, {"start": 654.28, "end": 654.94, "word": " product", "probability": 0.83984375}, {"start": 654.94, "end": 655.96, "word": " to", "probability": 0.75}, {"start": 655.96, "end": 656.18, "word": " be", "probability": 0.9404296875}, {"start": 656.18, "end": 656.72, "word": " allowed", "probability": 0.8173828125}, {"start": 656.72, "end": 656.9, "word": " to", "probability": 0.87060546875}, {"start": 656.9, "end": 657.02, "word": " be", "probability": 0.9384765625}, {"start": 657.02, "end": 657.46, "word": " exported", "probability": 0.91162109375}, {"start": 657.46, "end": 657.7, "word": " to", "probability": 0.86474609375}, {"start": 657.7, "end": 657.82, "word": " the", "probability": 0.55224609375}, {"start": 657.82, "end": 658.54, "word": " Israeli", "probability": 0.6455078125}, {"start": 658.54, "end": 659.36, "word": " market.", "probability": 0.8212890625}, {"start": 660.16, "end": 660.72, "word": " Why?", "probability": 0.88232421875}, {"start": 661.18, "end": 661.74, "word": " Because", "probability": 0.916015625}, {"start": 661.74, "end": 662.08, "word": " during", "probability": 0.86865234375}, {"start": 662.08, "end": 662.34, "word": " this", "probability": 0.91357421875}, {"start": 662.34, "end": 662.72, "word": " time,", "probability": 0.8583984375}], "temperature": 1.0}, {"id": 27, "seek": 68803, "start": 663.59, "end": 688.03, "text": " The price of each kilo of tomato reached more than 10 new Israeli shekels. They said that we are ready to receive the Gazan production of tomato and we are ready to sell it inside the Israeli market. This is what happened if you remembered. Let's ask and review or evaluate the situation here.", "tokens": [440, 3218, 295, 1184, 21112, 295, 9288, 6488, 544, 813, 1266, 777, 19974, 750, 7124, 82, 13, 814, 848, 300, 321, 366, 1919, 281, 4774, 264, 38468, 282, 4265, 295, 9288, 293, 321, 366, 1919, 281, 3607, 309, 1854, 264, 19974, 2142, 13, 639, 307, 437, 2011, 498, 291, 13745, 13, 961, 311, 1029, 293, 3131, 420, 13059, 264, 2590, 510, 13], "avg_logprob": -0.2508680546094501, "compression_ratio": 1.5555555555555556, "no_speech_prob": 0.0, "words": [{"start": 663.59, "end": 663.85, "word": " The", "probability": 0.53369140625}, {"start": 663.85, "end": 664.43, "word": " price", "probability": 0.88525390625}, {"start": 664.43, "end": 665.17, "word": " of", "probability": 0.89794921875}, {"start": 665.17, "end": 665.51, "word": " each", "probability": 0.9169921875}, {"start": 665.51, "end": 665.93, "word": " kilo", "probability": 0.90625}, {"start": 665.93, "end": 666.39, "word": " of", "probability": 0.96630859375}, {"start": 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or till now, they are saying Gaza Strip is an enemy. Gaza Strip is consisting of many of terrorists and so on and so on and so on. But now you are ready to receive or to welcome our product of tomato? This means what? This means whenever we are talking about competition and business, we do not take into consideration the factors of religion, the factors of politics,", "tokens": [9436, 924, 2057, 420, 4288, 586, 11, 436, 366, 1566, 37800, 745, 8400, 307, 364, 5945, 13, 37800, 745, 8400, 307, 33921, 295, 867, 295, 28330, 293, 370, 322, 293, 370, 322, 293, 370, 322, 13, 583, 586, 291, 366, 1919, 281, 4774, 420, 281, 2928, 527, 1674, 295, 9288, 30, 639, 1355, 437, 30, 639, 1355, 5699, 321, 366, 1417, 466, 6211, 293, 1606, 11, 321, 360, 406, 747, 666, 12381, 264, 6771, 295, 7561, 11, 264, 6771, 295, 7341, 11], "avg_logprob": -0.16462725293205446, "compression_ratio": 1.7219730941704037, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 689.75, "end": 690.11, "word": " Five", "probability": 0.7265625}, {"start": 690.11, "end": 690.35, "word": " years", "probability": 0.91650390625}, {"start": 690.35, "end": 690.79, "word": " ago", "probability": 0.90625}, {"start": 690.79, "end": 691.15, 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Everything will be founded and compounded by one word, which is read. Interest. That's it. 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Why? Simply because by this way we are achieving our own interests. That's it. Another example from the international borders. As you know America is imposing a kind of embargo. What's the meaning of embargo? 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Now, this morning while you were coming to the university, if you are coming from this direction, from Al-Aqsa University, or if you are coming from UNERVA, from here, from this direction, you are going to find that we are talking about tens and tens of libraries. 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You are not selling alone. We are talking about tens and tens who are selling almost the same product. How are we going to defeat them or compete them? By strategies of sales. This is the key word for success or competing others. How are we going to develop our sales strategy? Now, all the time remember, the secret isn't in the price.", "tokens": [440, 912, 551, 365, 661, 14457, 11, 264, 912, 551, 365, 264, 1687, 48850, 13, 509, 366, 406, 6511, 3312, 13, 492, 366, 1417, 466, 10688, 293, 10688, 567, 366, 6511, 1920, 264, 912, 1674, 13, 1012, 366, 321, 516, 281, 11785, 552, 420, 11831, 552, 30, 3146, 9029, 295, 5763, 13, 639, 307, 264, 2141, 1349, 337, 2245, 420, 15439, 2357, 13, 1012, 366, 321, 516, 281, 1499, 527, 5763, 5206, 30, 823, 11, 439, 264, 565, 1604, 11, 264, 4054, 1943, 380, 294, 264, 3218, 13], "avg_logprob": -0.2112008493937803, "compression_ratio": 1.7586206896551724, "no_speech_prob": 0.0, "words": [{"start": 884.18, "end": 884.4, "word": " The", "probability": 0.60888671875}, {"start": 884.4, "end": 884.62, "word": " same", "probability": 0.88818359375}, {"start": 884.62, "end": 884.9, "word": " thing", "probability": 0.87841796875}, {"start": 884.9, "end": 885.06, "word": " with", "probability": 0.8701171875}, {"start": 885.06, "end": 885.32, 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The secret isn't in anything else but one thing, which is sales strategy, which we are implementing for our own businesses. This is the key word. Later on, we are going to demonstrate this with realistic examples, even from Gaza and outside.", "tokens": [440, 4054, 1943, 380, 294, 264, 3125, 295, 264, 1674, 13, 440, 4054, 1943, 380, 294, 1340, 1646, 457, 472, 551, 11, 597, 307, 5763, 5206, 11, 597, 321, 366, 18114, 337, 527, 1065, 6011, 13, 639, 307, 264, 2141, 1349, 13, 11965, 322, 11, 321, 366, 516, 281, 11698, 341, 365, 12465, 5110, 11, 754, 490, 37800, 293, 2380, 13], "avg_logprob": -0.20551915562921955, "compression_ratio": 1.5508021390374331, "no_speech_prob": 0.0, "words": [{"start": 915.69, "end": 915.99, "word": " The", "probability": 0.68603515625}, {"start": 915.99, "end": 916.45, "word": " secret", "probability": 0.79736328125}, {"start": 916.45, "end": 916.91, "word": " isn't", "probability": 0.77294921875}, {"start": 916.91, "end": 917.05, "word": " in", "probability": 0.9013671875}, {"start": 917.05, "end": 917.19, "word": " the", "probability": 0.8837890625}, {"start": 917.19, "end": 917.51, "word": " quality", "probability": 0.85546875}, {"start": 917.51, "end": 917.91, "word": " of", "probability": 0.9599609375}, {"start": 917.91, "end": 918.03, "word": " the", "probability": 0.861328125}, {"start": 918.03, "end": 918.47, "word": " product.", "probability": 0.87744140625}, {"start": 920.51, "end": 920.79, "word": " The", "probability": 0.53466796875}, {"start": 920.79, "end": 921.33, "word": " secret", "probability": 0.84521484375}, {"start": 921.33, "end": 923.09, "word": " isn't", "probability": 0.90380859375}, {"start": 923.09, "end": 923.27, "word": " in", "probability": 0.90234375}, {"start": 923.27, "end": 923.53, "word": " anything", "probability": 0.86474609375}, {"start": 923.53, "end": 923.93, "word": " else", "probability": 0.876953125}, {"start": 923.93, "end": 924.25, "word": " but", "probability": 0.80126953125}, {"start": 924.25, "end": 924.61, "word": " one", "probability": 0.81201171875}, {"start": 924.61, "end": 925.11, "word": " thing,", "probability": 0.8828125}, {"start": 925.27, "end": 925.43, "word": " which", "probability": 0.92333984375}, {"start": 925.43, "end": 925.81, "word": " is", "probability": 0.947265625}, {"start": 925.81, "end": 926.77, "word": " sales", "probability": 0.46337890625}, {"start": 926.77, "end": 928.27, "word": " strategy,", "probability": 0.89404296875}, {"start": 928.43, "end": 929.67, "word": " which", "probability": 0.94921875}, {"start": 929.67, "end": 929.85, "word": " we", "probability": 0.94384765625}, {"start": 929.85, "end": 930.03, "word": " are", "probability": 0.904296875}, {"start": 930.03, "end": 930.55, "word": " implementing", "probability": 0.80029296875}, {"start": 930.55, "end": 931.61, "word": " for", "probability": 0.91845703125}, {"start": 931.61, "end": 931.89, "word": " our", "probability": 0.88330078125}, {"start": 931.89, "end": 932.29, "word": " own", "probability": 0.8642578125}, {"start": 932.29, "end": 932.77, "word": " businesses.", "probability": 0.74951171875}, {"start": 933.51, "end": 933.67, "word": " This", "probability": 0.80810546875}, {"start": 933.67, "end": 933.81, "word": " is", "probability": 0.9482421875}, {"start": 933.81, "end": 933.95, "word": " the", "probability": 0.8994140625}, {"start": 933.95, "end": 934.09, "word": " key", "probability": 0.50634765625}, {"start": 934.09, "end": 934.45, "word": " word.", "probability": 0.92822265625}, {"start": 937.77, "end": 938.13, "word": " Later", "probability": 0.52294921875}, {"start": 938.13, "end": 938.41, "word": " on,", "probability": 0.9248046875}, {"start": 938.47, "end": 938.55, "word": " we", "probability": 0.94921875}, {"start": 938.55, "end": 938.71, "word": " are", "probability": 0.83544921875}, {"start": 938.71, "end": 938.93, "word": " going", "probability": 0.939453125}, {"start": 938.93, "end": 939.09, "word": " to", "probability": 0.974609375}, {"start": 939.09, "end": 939.43, "word": " demonstrate", "probability": 0.85986328125}, {"start": 939.43, "end": 939.81, "word": " this", "probability": 0.931640625}, {"start": 939.81, "end": 940.11, "word": " with", "probability": 0.88720703125}, {"start": 940.11, "end": 940.51, "word": " realistic", "probability": 0.9560546875}, {"start": 940.51, "end": 941.13, "word": " examples,", "probability": 0.86474609375}, {"start": 941.25, "end": 941.49, "word": " even", "probability": 0.8720703125}, {"start": 941.49, "end": 941.73, "word": " from", "probability": 0.8837890625}, {"start": 941.73, "end": 942.01, "word": " Gaza", "probability": 0.8876953125}, {"start": 942.01, "end": 942.21, "word": " and", "probability": 0.92041015625}, {"start": 942.21, "end": 942.49, "word": " outside.", "probability": 0.814453125}], "temperature": 1.0}, {"id": 37, "seek": 97126, "start": 943.94, "end": 971.26, "text": " Any questions, any comments about this? Are we done with factor number one? Okay, let's go to factor number two. Let's talk about customers. Who would like to talk about it? Customers. How does the factor of customer influence what is called the marketplace? We try to expand or explain your subject with stocking examples also, if you can. Okay, who would like?", "tokens": [2639, 1651, 11, 604, 3053, 466, 341, 30, 2014, 321, 1096, 365, 5952, 1230, 472, 30, 1033, 11, 718, 311, 352, 281, 5952, 1230, 732, 13, 961, 311, 751, 466, 4581, 13, 2102, 576, 411, 281, 751, 466, 309, 30, 16649, 433, 13, 1012, 775, 264, 5952, 295, 5474, 6503, 437, 307, 1219, 264, 19455, 30, 492, 853, 281, 5268, 420, 2903, 428, 3983, 365, 4127, 278, 5110, 611, 11, 498, 291, 393, 13, 1033, 11, 567, 576, 411, 30], "avg_logprob": -0.21431326866149902, "compression_ratio": 1.6133333333333333, "no_speech_prob": 0.0, "words": [{"start": 943.94, "end": 944.2, "word": " Any", "probability": 0.64453125}, {"start": 944.2, "end": 944.58, "word": " questions,", "probability": 0.6357421875}, {"start": 944.72, "end": 944.8, "word": " any", "probability": 0.83349609375}, {"start": 944.8, "end": 945.06, "word": " comments", "probability": 0.8525390625}, {"start": 945.06, "end": 945.32, "word": " about", "probability": 0.849609375}, {"start": 945.32, "end": 945.56, 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That's it. Okay, good. Another comment. Go on.", "tokens": [1436, 264, 5474, 307, 4867, 11, 321, 458, 300, 264, 5474, 307, 4867, 11, 370, 264, 4581, 393, 6503, 264, 19455, 588, 709, 570, 415, 420, 750, 28153, 264, 10179, 293, 264, 2643, 13, 663, 311, 309, 13, 1033, 11, 665, 13, 3996, 2871, 13, 1037, 322, 13], "avg_logprob": -0.2845982142857143, "compression_ratio": 1.5103448275862068, "no_speech_prob": 0.0, "words": [{"start": 976.39, "end": 977.11, "word": " Because", "probability": 0.15966796875}, {"start": 977.11, "end": 977.83, "word": " the", "probability": 0.81982421875}, {"start": 977.83, "end": 978.11, "word": " customer", "probability": 0.7158203125}, {"start": 978.11, "end": 978.45, "word": " is", "probability": 0.9453125}, {"start": 978.45, "end": 978.73, "word": " king,", "probability": 0.8154296875}, {"start": 979.17, "end": 979.31, "word": " we", "probability": 0.61279296875}, {"start": 979.31, "end": 979.49, "word": " know", "probability": 0.892578125}, {"start": 979.49, "end": 979.69, "word": " that", "probability": 0.8203125}, {"start": 979.69, "end": 979.85, "word": " the", "probability": 0.8564453125}, {"start": 979.85, "end": 980.11, "word": " customer", "probability": 0.72998046875}, {"start": 980.11, "end": 980.37, "word": " is", "probability": 0.94580078125}, {"start": 980.37, "end": 980.61, "word": " king,", "probability": 0.90673828125}, {"start": 980.97, "end": 981.11, "word": " so", "probability": 0.8544921875}, {"start": 981.11, "end": 981.35, "word": " the", "probability": 0.7177734375}, {"start": 981.35, "end": 981.75, "word": " customers", "probability": 0.71240234375}, {"start": 981.75, "end": 982.09, "word": " can", "probability": 0.90673828125}, {"start": 982.09, "end": 982.55, "word": " influence", "probability": 0.90771484375}, {"start": 982.55, "end": 982.79, "word": " the", "probability": 0.91162109375}, {"start": 982.79, "end": 983.27, "word": " marketplace", "probability": 0.7861328125}, {"start": 983.27, "end": 984.75, "word": " very", "probability": 0.80517578125}, {"start": 984.75, "end": 985.19, "word": " much", "probability": 0.91455078125}, {"start": 985.19, "end": 986.79, "word": " because", "probability": 0.5234375}, {"start": 986.79, "end": 987.51, "word": " he", "probability": 0.92626953125}, {"start": 987.51, "end": 988.51, "word": " or", "probability": 0.78369140625}, {"start": 988.51, "end": 988.83, "word": " she", "probability": 0.92724609375}, {"start": 988.83, "end": 989.79, "word": " buys", "probability": 0.6298828125}, {"start": 989.79, "end": 990.29, "word": " the", "probability": 0.9013671875}, {"start": 990.29, "end": 990.69, "word": " goods", "probability": 0.8466796875}, {"start": 990.69, "end": 991.15, "word": " and", "probability": 0.85986328125}, {"start": 991.15, "end": 991.41, "word": " the", "probability": 0.6494140625}, {"start": 991.41, "end": 991.89, "word": " service.", "probability": 0.73583984375}, {"start": 994.53, "end": 994.91, "word": " That's", "probability": 0.8193359375}, {"start": 994.91, "end": 995.27, "word": " it.", "probability": 0.9560546875}, {"start": 995.87, "end": 996.15, "word": " Okay,", "probability": 0.52490234375}, {"start": 996.23, "end": 996.47, "word": " good.", "probability": 0.8896484375}, {"start": 997.35, "end": 997.89, "word": " Another", "probability": 0.85009765625}, {"start": 997.89, "end": 998.29, "word": " comment.", "probability": 0.9482421875}, {"start": 999.79, "end": 1000.01, "word": " Go", "probability": 0.91796875}, {"start": 1000.01, "end": 1000.23, "word": " on.", "probability": 0.94970703125}], "temperature": 1.0}, {"id": 39, "seek": 103635, "start": 1006.78, "end": 1036.36, "text": " are the ones who determine how the company will work, or how the company should make strategies to interact with the customers. So sometimes the customer will influence the marketplace, or all the time, the customers will influence the marketplace, depending on how the company will interact with the customers. 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Excellent. Iman. Customers influence the market place. Otherwise, why we increase or decrease the price when their demand increases or decreases? Okay. Now, let's talk about two words. Customers, they have their own what? Read this. They have their own need. Now, our question is the following. Are we talking about permanent, fixed,", "tokens": [2205, 13, 16723, 13, 286, 1601, 13, 16649, 433, 6503, 264, 2142, 1081, 13, 10328, 11, 983, 321, 3488, 420, 11514, 264, 3218, 562, 641, 4733, 8637, 420, 24108, 30, 1033, 13, 823, 11, 718, 311, 751, 466, 732, 2283, 13, 16649, 433, 11, 436, 362, 641, 1065, 437, 30, 17604, 341, 13, 814, 362, 641, 1065, 643, 13, 823, 11, 527, 1168, 307, 264, 3480, 13, 2014, 321, 1417, 466, 10996, 11, 6806, 11], "avg_logprob": -0.2615131437778473, "compression_ratio": 1.588785046728972, "no_speech_prob": 0.0, "words": [{"start": 1037.1, "end": 1037.56, "word": " Good.", "probability": 0.6220703125}, {"start": 1037.8, "end": 1038.26, "word": " Excellent.", "probability": 0.9326171875}, {"start": 1038.74, "end": 1039.02, "word": " Iman.", "probability": 0.5860595703125}, {"start": 1039.52, "end": 1040.12, "word": " Customers", "probability": 0.6663818359375}, {"start": 1040.12, "end": 1040.46, "word": " influence", "probability": 0.91162109375}, {"start": 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We doubt it. These tastes and these needs, they are changeable. They are in a dynamic changing. Today we are liking something and we are appreciating it, tomorrow God knows we might neglect it and look for another. 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So everything is changing. Now, all the time remember, whenever the customer, their own needs and tastes are going to be changeable. Is this going to influence the producers and the sales companies? Of course. Of course. Now listen and be careful here. 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The people who mean customers. This is considered to be transactional, traditional thinking of sales process. We are zooming on the product, then we are looking for people. Is this a healthy process of sales strategy? 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We have to think of the people, what they need, what they taste, and then we are going to think of what product. Therefore barriers should be given for customers. 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misunderstanding for the sales strategy. So what do we conclude from here? First, the customer is the king. 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Now how they are going to influence the selling process? How they are going to leave an impact? How they are going to change the sales process or selling process? 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And later on, if we finalize all the problems or the troublemaking situations, which the customers are suffering from, this means we are going to be a competitor. This means we are going to create a very bad image about us.", "tokens": [2205, 13, 400, 1780, 322, 11, 498, 321, 2572, 1125, 439, 264, 2740, 420, 264, 3455, 1113, 2456, 6851, 11, 597, 264, 4581, 366, 7755, 490, 11, 341, 1355, 321, 366, 516, 281, 312, 257, 27266, 13, 639, 1355, 321, 366, 516, 281, 1884, 257, 588, 1578, 3256, 466, 505, 13], "avg_logprob": -0.22956731227728036, "compression_ratio": 1.513157894736842, "no_speech_prob": 5.364418029785156e-07, "words": [{"start": 1382.2900000000002, "end": 1382.8500000000001, "word": " Good.", "probability": 0.111328125}, {"start": 1382.8500000000001, "end": 1383.41, "word": " And", "probability": 0.84375}, {"start": 1383.41, "end": 1383.69, "word": " later", "probability": 0.88134765625}, {"start": 1383.69, "end": 1384.01, "word": " on,", "probability": 0.93310546875}, {"start": 1384.13, "end": 1384.25, "word": " if", "probability": 0.94091796875}, {"start": 1384.25, "end": 1384.43, "word": " we", "probability": 0.953125}, {"start": 1384.43, "end": 1385.09, "word": " finalize", "probability": 0.6917724609375}, {"start": 1385.09, "end": 1385.37, "word": " all", "probability": 0.93310546875}, {"start": 1385.37, "end": 1385.55, "word": " the", "probability": 0.8876953125}, {"start": 1385.55, "end": 1386.11, "word": " problems", "probability": 0.787109375}, {"start": 1386.11, "end": 1386.39, "word": " or", "probability": 0.86767578125}, {"start": 1386.39, "end": 1386.55, "word": " the", "probability": 0.5341796875}, {"start": 1386.55, "end": 1387.35, "word": " troublemaking", "probability": 0.7381184895833334}, {"start": 1387.35, "end": 1388.29, "word": " situations,", "probability": 0.74560546875}, {"start": 1388.91, "end": 1389.07, "word": " which", "probability": 0.91259765625}, {"start": 1389.07, "end": 1389.25, "word": " the", "probability": 0.86181640625}, {"start": 1389.25, "end": 1389.61, "word": " customers", "probability": 0.81884765625}, {"start": 1389.61, "end": 1389.85, "word": " are", "probability": 0.9384765625}, {"start": 1389.85, "end": 1390.19, "word": " suffering", "probability": 0.91943359375}, {"start": 1390.19, "end": 1390.53, "word": " from,", "probability": 0.88720703125}, {"start": 1391.19, "end": 1391.51, "word": " this", "probability": 0.8994140625}, {"start": 1391.51, "end": 1391.87, "word": " means", "probability": 0.9287109375}, {"start": 1391.87, "end": 1392.07, "word": " we", "probability": 0.90087890625}, {"start": 1392.07, "end": 1392.25, "word": " are", "probability": 0.8798828125}, {"start": 1392.25, "end": 1392.53, "word": " going", "probability": 0.94384765625}, {"start": 1392.53, "end": 1392.67, "word": " to", "probability": 0.97119140625}, {"start": 1392.67, "end": 1392.79, "word": " be", "probability": 0.93896484375}, {"start": 1392.79, "end": 1392.91, "word": " a", "probability": 0.853515625}, {"start": 1392.91, "end": 1393.29, "word": " competitor.", "probability": 0.93896484375}, {"start": 1394.03, "end": 1394.37, "word": " This", "probability": 0.87158203125}, {"start": 1394.37, "end": 1394.67, "word": " means", "probability": 0.935546875}, {"start": 1394.67, "end": 1394.81, "word": " we", "probability": 0.91796875}, {"start": 1394.81, "end": 1394.95, "word": " are", "probability": 0.9091796875}, {"start": 1394.95, "end": 1395.15, "word": " going", "probability": 0.93798828125}, {"start": 1395.15, "end": 1395.33, "word": " to", "probability": 0.966796875}, {"start": 1395.33, "end": 1395.61, "word": " create", "probability": 0.89208984375}, {"start": 1395.61, "end": 1395.77, "word": " a", "probability": 0.99560546875}, {"start": 1395.77, "end": 1395.95, "word": " very", "probability": 0.8291015625}, {"start": 1395.95, "end": 1396.15, "word": " bad", "probability": 0.94287109375}, {"start": 1396.15, "end": 1396.45, "word": " image", "probability": 0.94287109375}, {"start": 1396.45, "end": 1396.73, "word": " about", "probability": 0.88671875}, {"start": 1396.73, "end": 1397.05, "word": " us.", "probability": 0.8955078125}], "temperature": 1.0}, {"id": 53, "seek": 142065, "start": 1397.67, "end": 1420.65, "text": " Later on, this is considered to be the first step from moving from inside selling to competitive global selling. In other words, prove yourself inside home and then go globally if you can. But if you cannot prove yourself inside your home country or land, how you are going to compete globally or internationally?", "tokens": [11965, 322, 11, 341, 307, 4888, 281, 312, 264, 700, 1823, 490, 2684, 490, 1854, 6511, 281, 10043, 4338, 6511, 13, 682, 661, 2283, 11, 7081, 1803, 1854, 1280, 293, 550, 352, 18958, 498, 291, 393, 13, 583, 498, 291, 2644, 7081, 1803, 1854, 428, 1280, 1941, 420, 2117, 11, 577, 291, 366, 516, 281, 11831, 18958, 420, 24422, 30], "avg_logprob": -0.1451075809900878, "compression_ratio": 1.7252747252747254, "no_speech_prob": 0.0, "words": [{"start": 1397.67, "end": 1398.03, "word": " Later", "probability": 0.69287109375}, {"start": 1398.03, "end": 1398.41, "word": " on,", "probability": 0.94091796875}, {"start": 1398.69, "end": 1398.89, "word": " this", "probability": 0.92138671875}, {"start": 1398.89, "end": 1399.03, "word": " is", "probability": 0.8955078125}, {"start": 1399.03, "end": 1399.33, "word": " considered", "probability": 0.78662109375}, 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As Hanin said, all the time, remember, we have to satisfy our domestic customers. When we are saying domestic customers, customers who are formed by the citizens of the country, the citizens of the community. If they are saying we are satisfied and we are pleased, then we might develop and expand our own strategies of sales. Finally, we are talking about a productivity matrix. 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Which means at each position of the matrix, we are going to have what? We are going to have a staff member or a salesperson.", "tokens": [407, 264, 8141, 1542, 411, 341, 13, 3013, 1355, 412, 1184, 2535, 295, 264, 8141, 11, 321, 366, 516, 281, 362, 437, 30, 492, 366, 516, 281, 362, 257, 3525, 4006, 420, 257, 5763, 10813, 13], "avg_logprob": -0.22677365348145767, "compression_ratio": 1.4054054054054055, "no_speech_prob": 0.0, "words": [{"start": 1453.26, "end": 1453.54, "word": " So", "probability": 0.6982421875}, {"start": 1453.54, "end": 1453.76, "word": " the", "probability": 0.56005859375}, {"start": 1453.76, "end": 1454.1, "word": " matrix", "probability": 0.748046875}, {"start": 1454.1, "end": 1454.56, "word": " looks", "probability": 0.76025390625}, {"start": 1454.56, "end": 1454.8, "word": " like", "probability": 0.93798828125}, {"start": 1454.8, "end": 1458.86, "word": " this.", "probability": 0.9453125}, {"start": 1458.94, "end": 1459.2, "word": " Which", "probability": 0.55419921875}, {"start": 1459.2, "end": 1459.74, "word": " means", "probability": 0.92724609375}, {"start": 1459.74, "end": 1460.88, "word": " at", "probability": 0.50537109375}, {"start": 1460.88, "end": 1461.16, "word": " each", "probability": 0.94775390625}, {"start": 1461.16, "end": 1461.54, "word": " position", "probability": 0.90771484375}, {"start": 1461.54, "end": 1461.72, "word": " of", "probability": 0.92578125}, {"start": 1461.72, "end": 1461.84, "word": " the", "probability": 0.88916015625}, {"start": 1461.84, "end": 1462.18, "word": " matrix,", "probability": 0.8974609375}, {"start": 1462.34, "end": 1462.38, "word": " we", "probability": 0.91357421875}, {"start": 1462.38, "end": 1462.52, "word": " are", "probability": 0.83056640625}, {"start": 1462.52, "end": 1462.72, "word": " going", "probability": 0.947265625}, {"start": 1462.72, "end": 1462.84, "word": " to", "probability": 0.9677734375}, {"start": 1462.84, "end": 1463.0, "word": " have", "probability": 0.9482421875}, {"start": 1463.0, "end": 1463.24, "word": " what?", "probability": 0.68359375}, {"start": 1465.28, "end": 1465.72, "word": " We", "probability": 0.84228515625}, {"start": 1465.72, "end": 1465.86, "word": " are", "probability": 0.90087890625}, {"start": 1465.86, "end": 1466.06, "word": " going", "probability": 0.94677734375}, {"start": 1466.06, "end": 1466.2, "word": " to", "probability": 0.96826171875}, {"start": 1466.2, "end": 1466.32, "word": " have", "probability": 0.94677734375}, {"start": 1466.32, "end": 1466.46, "word": " a", "probability": 0.8173828125}, {"start": 1466.46, "end": 1466.66, "word": " staff", "probability": 0.8642578125}, {"start": 1466.66, "end": 1467.06, "word": " member", "probability": 0.8818359375}, {"start": 1467.06, "end": 1467.28, "word": " or", "probability": 0.76513671875}, {"start": 1467.28, "end": 1467.44, "word": " a", "probability": 0.8115234375}, {"start": 1467.44, "end": 1468.02, "word": " salesperson.", "probability": 0.63720703125}], "temperature": 1.0}, {"id": 56, "seek": 149686, "start": 1469.54, "end": 1496.86, "text": " Are we talking about a salesperson who has a specialty, who has a specific task, who has specific work? Yes. But can we fire or kick out one of those persons from the matrix? We can. But do you think the flow and the fluidity of the sales process is going to be natural? We do not think so. So this is a metaphor for referring that our sales process got complicated.", "tokens": [2014, 321, 1417, 466, 257, 5763, 10813, 567, 575, 257, 22000, 11, 567, 575, 257, 2685, 5633, 11, 567, 575, 2685, 589, 30, 1079, 13, 583, 393, 321, 2610, 420, 4437, 484, 472, 295, 729, 14453, 490, 264, 8141, 30, 492, 393, 13, 583, 360, 291, 519, 264, 3095, 293, 264, 9113, 507, 295, 264, 5763, 1399, 307, 516, 281, 312, 3303, 30, 492, 360, 406, 519, 370, 13, 407, 341, 307, 257, 19157, 337, 13761, 300, 527, 5763, 1399, 658, 6179, 13], "avg_logprob": -0.17847841924854688, "compression_ratio": 1.6990740740740742, "no_speech_prob": 0.0, "words": [{"start": 1469.54, "end": 1469.94, "word": " Are", "probability": 0.4833984375}, {"start": 1469.94, "end": 1470.66, "word": " we", "probability": 0.9462890625}, {"start": 1470.66, "end": 1470.92, "word": " talking", "probability": 0.8251953125}, {"start": 1470.92, "end": 1471.32, "word": " about", "probability": 0.90771484375}, {"start": 1471.32, "end": 1471.42, 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Each member within the team has its own position, has its own place and responsibilities. Now to sum up,", "tokens": [467, 307, 13234, 322, 257, 1469, 13, 6947, 4006, 1951, 264, 1469, 575, 1080, 1065, 2535, 11, 575, 1080, 1065, 1081, 293, 16190, 13, 823, 281, 2408, 493, 11], "avg_logprob": -0.2622395714124044, "compression_ratio": 1.2745098039215685, "no_speech_prob": 0.0, "words": [{"start": 1523.47, "end": 1523.69, "word": " It", "probability": 0.61572265625}, {"start": 1523.69, "end": 1523.87, "word": " is", "probability": 0.81787109375}, {"start": 1523.87, "end": 1524.33, "word": " founded", "probability": 0.91455078125}, {"start": 1524.33, "end": 1524.87, "word": " on", "probability": 0.93359375}, {"start": 1524.87, "end": 1525.59, "word": " a", "probability": 0.84228515625}, {"start": 1525.59, "end": 1526.03, "word": " team.", "probability": 0.9580078125}, {"start": 1526.89, "end": 1527.17, "word": " Each", "probability": 0.705078125}, {"start": 1527.17, "end": 1527.59, "word": " member", "probability": 0.87548828125}, {"start": 1527.59, "end": 1527.89, "word": " within", "probability": 0.8720703125}, {"start": 1527.89, "end": 1528.09, "word": " the", "probability": 0.86181640625}, {"start": 1528.09, "end": 1528.35, "word": " team", "probability": 0.982421875}, {"start": 1528.35, "end": 1528.69, "word": " has", "probability": 0.93310546875}, {"start": 1528.69, "end": 1528.93, "word": " its", "probability": 0.736328125}, {"start": 1528.93, "end": 1529.19, "word": " own", "probability": 0.89599609375}, {"start": 1529.19, "end": 1529.63, "word": " position,", "probability": 0.93896484375}, {"start": 1530.19, "end": 1530.33, "word": " has", "probability": 0.453369140625}, {"start": 1530.33, "end": 1530.55, "word": " its", "probability": 0.87890625}, {"start": 1530.55, "end": 1531.01, "word": " own", "probability": 0.89794921875}, {"start": 1531.01, "end": 1532.33, "word": " place", "probability": 0.90478515625}, {"start": 1532.33, "end": 1532.53, "word": " and", "probability": 0.880859375}, {"start": 1532.53, "end": 1533.19, "word": " responsibilities.", "probability": 0.8447265625}, {"start": 1535.37, "end": 1535.89, "word": " Now", "probability": 0.8779296875}, {"start": 1535.89, "end": 1536.87, "word": " to", "probability": 0.54638671875}, {"start": 1536.87, "end": 1537.07, "word": " sum", "probability": 0.94482421875}, {"start": 1537.07, "end": 1537.37, "word": " up,", "probability": 0.9619140625}], "temperature": 1.0}, {"id": 59, "seek": 156337, "start": 1537.97, "end": 1563.37, "text": " Two forces which changed the market place and later on changed the selling process. Number one, competition and number two, both of them began influencing what is called the selling process. Any question, any comments about this? Any question, any comments? Ok, move on. Now I'm not going to speak, you have to speak. 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But which one is most important in one shell? Competence, sales competence. 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I bet you are going to say it is price. Is this right? But I think the majority they are going to say price. 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This is reminding us with what we stated in the last class. What did we say? 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So this one is considered to be the biggest, number one. Which one is the second? Okay, the second one is 25% for quality. The third, which one? We are talking about customer solution. 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They are going to come and solve it for him or her. This is the meaning of the customer solution called customer service. And the fourth factor which is the last is price. Price is influencing or leading to customer satisfaction with about 17% only. So rank number one is competence of salesperson. 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Do you remember this incident? Do you remember it? Who remembered it? You heard about it? 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But at this stage, we will talk about only two. The two models of selling or sales, one of them is called transactional, the second is called relationship. Let's talk about it. 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The traditional or the transactional, let's say it focuses on what? It focuses on sales skills, that's it. 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In other words, the relationship model focuses on the skills within management. The second difference between the two models is the following. 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Not this. What the customer is going to need, they are going to make sure that it is available on the shelves. But here there is a proactive estimation, a proactive prediction.", "tokens": [1133, 321, 366, 1566, 436, 366, 16670, 281, 264, 5474, 2203, 11, 309, 1355, 437, 30, 1726, 341, 13, 708, 264, 5474, 307, 516, 281, 643, 11, 436, 366, 516, 281, 652, 988, 300, 309, 307, 2435, 322, 264, 24349, 13, 583, 510, 456, 307, 257, 28028, 35701, 11, 257, 28028, 17630, 13], "avg_logprob": -0.1720196728905042, "compression_ratio": 1.6282051282051282, "no_speech_prob": 0.0, "words": [{"start": 1941.08, "end": 1941.3, "word": " When", "probability": 0.6640625}, {"start": 1941.3, "end": 1941.42, "word": " we", "probability": 0.85400390625}, {"start": 1941.42, "end": 1941.56, "word": " are", "probability": 0.615234375}, {"start": 1941.56, "end": 1941.94, "word": " saying", "probability": 0.91015625}, {"start": 1941.94, "end": 1942.1, "word": " they", "probability": 0.716796875}, {"start": 1942.1, "end": 1942.24, "word": " are", "probability": 0.9091796875}, {"start": 1942.24, "end": 1942.56, "word": " responding", "probability": 0.8837890625}, {"start": 1942.56, "end": 1942.74, "word": " to", "probability": 0.9619140625}, {"start": 1942.74, "end": 1942.86, "word": " the", "probability": 0.671875}, {"start": 1942.86, "end": 1943.14, "word": " customer", "probability": 0.74365234375}, {"start": 1943.14, "end": 1943.42, "word": " needs,", "probability": 0.73046875}, {"start": 1943.5, "end": 1943.58, "word": " it", "probability": 0.88720703125}, {"start": 1943.58, "end": 1943.76, "word": " means", "probability": 0.93603515625}, {"start": 1943.76, "end": 1944.04, "word": " what?", "probability": 0.919921875}, {"start": 1947.62, "end": 1948.14, "word": " Not", "probability": 0.53271484375}, {"start": 1948.14, "end": 1948.46, "word": " this.", "probability": 0.9150390625}, {"start": 1953.46, "end": 1953.72, "word": " What", "probability": 0.8330078125}, {"start": 1953.72, "end": 1953.92, "word": " the", "probability": 0.8994140625}, {"start": 1953.92, "end": 1954.36, "word": " customer", "probability": 0.77099609375}, {"start": 1954.36, "end": 1954.68, "word": " is", "probability": 0.93359375}, {"start": 1954.68, "end": 1954.94, "word": " going", "probability": 0.94580078125}, {"start": 1954.94, "end": 1955.14, "word": " to", "probability": 0.97314453125}, {"start": 1955.14, "end": 1955.42, "word": " need,", "probability": 0.927734375}, {"start": 1955.52, "end": 1955.62, "word": " they", "probability": 0.87255859375}, {"start": 1955.62, "end": 1955.78, "word": " are", "probability": 0.9072265625}, {"start": 1955.78, "end": 1956.04, "word": " going", "probability": 0.9306640625}, {"start": 1956.04, "end": 1956.3, "word": " to", "probability": 0.96875}, {"start": 1956.3, "end": 1956.5, "word": " make", "probability": 0.92919921875}, {"start": 1956.5, "end": 1956.8, "word": " sure", "probability": 0.90576171875}, {"start": 1956.8, "end": 1957.08, "word": " that", "probability": 0.8671875}, {"start": 1957.08, "end": 1957.18, "word": " it", "probability": 0.9208984375}, {"start": 1957.18, "end": 1957.32, "word": " is", "probability": 0.88525390625}, {"start": 1957.32, "end": 1957.72, "word": " available", "probability": 0.8330078125}, {"start": 1957.72, "end": 1957.94, "word": " on", "probability": 0.9384765625}, {"start": 1957.94, "end": 1958.08, "word": " the", "probability": 0.755859375}, {"start": 1958.08, "end": 1958.32, "word": " shelves.", "probability": 0.9619140625}, {"start": 1960.02, "end": 1960.36, "word": " But", "probability": 0.921875}, {"start": 1960.36, "end": 1960.86, "word": " here", "probability": 0.81396484375}, {"start": 1960.86, "end": 1962.74, "word": " there", "probability": 0.345703125}, {"start": 1962.74, "end": 1962.96, "word": " is", "probability": 0.94287109375}, {"start": 1962.96, "end": 1963.2, "word": " a", "probability": 0.974609375}, {"start": 1963.2, "end": 1963.46, "word": " proactive", "probability": 0.9482421875}, {"start": 1963.46, "end": 1964.78, "word": " estimation,", "probability": 0.9619140625}, {"start": 1965.2, "end": 1965.34, "word": " a", "probability": 0.96875}, {"start": 1965.34, "end": 1965.9, "word": " proactive", "probability": 0.97119140625}, {"start": 1965.9, "end": 1966.6, "word": " prediction.", "probability": 0.947265625}], "temperature": 1.0}, {"id": 76, "seek": 199353, "start": 1968.21, "end": 1993.53, "text": " These things are the things which the people are going to come within one year or two years. In other words, here we are talking about proactive innovation, opportunity identification and offers. Everything is planned ahead. Everything is planned ahead. What does it mean? 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Broadened to customer's customer. What does it mean? This means the customer who is going to deal with us, he is going to be a hawk by which we are going to hunt another customer. Got me? Give example. 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Somebody is going to say, by this way, we are cheating them or this group of people or sales people, they are stupid. No, they are not stupid. They are smarter than us. Simply why? I'm going to tell you why. Imagine this scenario happened with Fatim. 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It might need a dress, it might need trousers, laptop, etc. For sure she is going to think of Walmart only. Why? Because she was very highly satisfied in the first trial.", "tokens": [11965, 322, 11, 300, 294, 7530, 11, 750, 307, 516, 281, 643, 746, 13, 467, 1062, 643, 257, 5231, 11, 309, 1062, 643, 41463, 11, 10732, 11, 5183, 13, 1171, 988, 750, 307, 516, 281, 519, 295, 25237, 787, 13, 1545, 30, 1436, 750, 390, 588, 5405, 11239, 294, 264, 700, 7308, 13], "avg_logprob": -0.18749999365320913, "compression_ratio": 1.4743589743589745, "no_speech_prob": 0.0, "words": [{"start": 2178.51, "end": 2178.97, "word": " Later", "probability": 0.720703125}, {"start": 2178.97, "end": 2179.51, "word": " on,", "probability": 0.92529296875}, {"start": 2180.25, "end": 2180.49, "word": " that", "probability": 0.4248046875}, {"start": 2180.49, "end": 2180.63, "word": " in", "probability": 0.89111328125}, {"start": 2180.63, "end": 2181.19, "word": " herself,", "probability": 0.86962890625}, {"start": 2181.73, "end": 2181.87, "word": " she", "probability": 0.89208984375}, {"start": 2181.87, "end": 2182.03, "word": " is", "probability": 0.7958984375}, {"start": 2182.03, "end": 2182.23, "word": " going", "probability": 0.94775390625}, {"start": 2182.23, "end": 2182.37, "word": " to", "probability": 0.9716796875}, {"start": 2182.37, "end": 2182.53, "word": " need", "probability": 0.93994140625}, {"start": 2182.53, "end": 2182.97, "word": " something.", "probability": 0.80712890625}, {"start": 2183.71, "end": 2183.83, "word": " It", "probability": 0.7919921875}, {"start": 2183.83, "end": 2184.03, "word": " might", "probability": 0.88916015625}, {"start": 2184.03, "end": 2184.23, "word": " need", "probability": 0.865234375}, {"start": 2184.23, "end": 2184.33, "word": " a", "probability": 0.9580078125}, {"start": 2184.33, "end": 2184.63, "word": " dress,", "probability": 0.95556640625}, {"start": 2184.77, "end": 2184.85, "word": " it", "probability": 0.8623046875}, {"start": 2184.85, "end": 2185.03, "word": " might", "probability": 0.8857421875}, {"start": 2185.03, "end": 2185.25, "word": " need", "probability": 0.9375}, {"start": 2185.25, "end": 2185.75, "word": " trousers,", "probability": 0.90380859375}, {"start": 2185.87, "end": 2186.15, "word": " laptop,", "probability": 0.85107421875}, {"start": 2186.41, "end": 2186.67, "word": " etc.", "probability": 0.82861328125}, {"start": 2187.93, "end": 2188.23, "word": " For", "probability": 0.8974609375}, {"start": 2188.23, "end": 2188.61, "word": " sure", "probability": 0.92578125}, {"start": 2188.61, "end": 2188.87, "word": " she", "probability": 0.53515625}, {"start": 2188.87, "end": 2189.07, "word": " is", "probability": 0.89306640625}, {"start": 2189.07, "end": 2189.29, "word": " going", "probability": 0.94287109375}, {"start": 2189.29, "end": 2189.51, "word": " to", "probability": 0.96826171875}, {"start": 2189.51, "end": 2189.83, "word": " think", "probability": 0.9287109375}, {"start": 2189.83, "end": 2190.01, "word": " of", "probability": 0.96142578125}, {"start": 2190.01, "end": 2190.53, "word": " Walmart", "probability": 0.64111328125}, {"start": 2190.53, "end": 2191.45, "word": " only.", "probability": 0.8642578125}, {"start": 2192.25, "end": 2192.55, "word": " Why?", "probability": 0.5341796875}, {"start": 2193.35, "end": 2193.83, "word": " Because", "probability": 0.87841796875}, {"start": 2193.83, "end": 2194.03, "word": " she", "probability": 0.91357421875}, {"start": 2194.03, "end": 2194.41, "word": " was", "probability": 0.94287109375}, {"start": 2194.41, "end": 2194.73, "word": " very", "probability": 0.76123046875}, {"start": 2194.73, "end": 2194.99, "word": " highly", "probability": 0.85205078125}, {"start": 2194.99, "end": 2195.47, "word": " satisfied", "probability": 0.89501953125}, {"start": 2195.47, "end": 2195.65, "word": " in", "probability": 0.86181640625}, {"start": 2195.65, "end": 2195.73, "word": " the", "probability": 0.81689453125}, {"start": 2195.73, "end": 2195.95, "word": " first", "probability": 0.88720703125}, {"start": 2195.95, "end": 2196.31, "word": " trial.", "probability": 0.828125}], "temperature": 1.0}, {"id": 85, "seek": 222117, "start": 2197.88, "end": 2221.18, "text": " This is one thing. Another thing, if a man is her neighbor or a friend, for sure she is going to talk to her about a positive experience which she made with Walmart in the first time. So by this way, Fatin was used as a hook to generate or recruit hundreds and hundreds of customers. Now let's return and evaluate the whole situation.", "tokens": [639, 307, 472, 551, 13, 3996, 551, 11, 498, 257, 587, 307, 720, 5987, 420, 257, 1277, 11, 337, 988, 750, 307, 516, 281, 751, 281, 720, 466, 257, 3353, 1752, 597, 750, 1027, 365, 25237, 294, 264, 700, 565, 13, 407, 538, 341, 636, 11, 16948, 259, 390, 1143, 382, 257, 6328, 281, 8460, 420, 15119, 6779, 293, 6779, 295, 4581, 13, 823, 718, 311, 2736, 293, 13059, 264, 1379, 2590, 13], "avg_logprob": -0.1903505009171125, "compression_ratio": 1.5296803652968036, "no_speech_prob": 0.0, "words": [{"start": 2197.88, "end": 2198.14, "word": " This", "probability": 0.51611328125}, {"start": 2198.14, "end": 2198.24, "word": " is", "probability": 0.93359375}, {"start": 2198.24, "end": 2198.44, "word": " one", "probability": 0.9287109375}, {"start": 2198.44, "end": 2198.66, "word": " thing.", "probability": 0.91259765625}, {"start": 2198.76, "end": 2199.04, "word": " Another", "probability": 0.828125}, {"start": 2199.04, "end": 2199.46, 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compare this loss of 20 US dollars along with the gains of hundreds and hundreds of dollars, which fatten was the cause for this profit or winning? And this is the meaning of what? 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Once again, they are differentiating through products. In other words, they are going to tell you these are our products and they are distributed or displayed on the shelves. These are Chinese, these are Japanese, these are American and etc. But here, differentiating through what? People. So, people first and products second. 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What we are thinking of is only the revenue, the profit, that's it. But here, we are thinking of what? Profit management. Like here, we are talking about sales skill, but here, management skill. So management is given priority. Where? Under the relationship model.", "tokens": [2743, 294, 46688, 1966, 11, 321, 366, 1417, 466, 5763, 9324, 1879, 13, 708, 321, 366, 1953, 295, 307, 787, 264, 9324, 11, 264, 7475, 11, 300, 311, 309, 13, 583, 510, 11, 321, 366, 1953, 295, 437, 30, 6039, 270, 4592, 13, 1743, 510, 11, 321, 366, 1417, 466, 5763, 5389, 11, 457, 510, 11, 4592, 5389, 13, 407, 4592, 307, 2212, 9365, 13, 2305, 30, 6974, 264, 2480, 2316, 13], "avg_logprob": -0.25877567513348304, "compression_ratio": 1.736842105263158, "no_speech_prob": 0.0, "words": [{"start": 2278.5, "end": 2279.02, "word": " Also", "probability": 0.464599609375}, {"start": 2279.02, "end": 2279.28, "word": " in", "probability": 0.61181640625}, {"start": 2279.28, "end": 2280.0, "word": " transactional,", "probability": 0.6473388671875}, {"start": 2280.08, "end": 2280.18, "word": " we", "probability": 0.84765625}, {"start": 2280.18, "end": 2280.3, "word": " are", "probability": 0.83447265625}, {"start": 2280.3, "end": 2280.56, "word": " talking", 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Because of this now we are talking about three models of selling. 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The relationship model itself, it is subdivided into advising relationship and partnership relationship. Any question, any comments about this? Any question, any comments? Go on. Okay, thank you for this class. Hopefully tomorrow we are going to go on with other objectives of chapter number one. 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"language_probability": 1.0, "duration": 2376.005, "duration_after_vad": 2259.533124999992} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..c5fa08ccc325211db2703265289da7594a1ed7e9 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_raw.srt @@ -0,0 +1,2448 @@ +1 +00:00:21,560 --> 00:00:25,720 +Good morning. Today we are going to go on with + +2 +00:00:25,720 --> 00:00:29,660 +chapter number one, Sales Management. As we said + +3 +00:00:29,660 --> 00:00:32,460 +before, one of the previous learning objectives + +4 +00:00:32,460 --> 00:00:37,280 +was talking about the factors which influenced or + +5 +00:00:37,280 --> 00:00:41,460 +changed the marketplace. Therefore, objective + +6 +00:00:41,460 --> 00:00:44,720 +number two, which we discussed last time in this + +7 +00:00:44,720 --> 00:00:46,920 +class, we will talk about it in a very detailed + +8 +00:00:46,920 --> 00:00:50,360 +way. So, as you can see, + +9 +00:00:53,270 --> 00:00:55,870 +We are going to talk about three major factors. + +10 +00:00:57,490 --> 00:01:00,470 +With these three factors, before we are going to + +11 +00:01:00,470 --> 00:01:03,930 +talk about them, I'm going to ask the students if + +12 +00:01:03,930 --> 00:01:10,550 +you prepared it or not. Did you prepare it? Who + +13 +00:01:10,550 --> 00:01:14,470 +would like to talk about it? Who would like to + +14 +00:01:14,470 --> 00:01:18,050 +talk about it? Hanin. There's two major changes + +15 +00:01:18,050 --> 00:01:20,670 +that are in the competition side and the customer + +16 +00:01:20,670 --> 00:01:23,950 +side. There's increasing competition due to + +17 +00:01:23,950 --> 00:01:26,510 +globalization and due to shorter product life + +18 +00:01:26,510 --> 00:01:29,690 +cycles because of technology. As technology + +19 +00:01:29,690 --> 00:01:32,550 +increases, there is shorter product life cycles + +20 +00:01:32,550 --> 00:01:35,810 +and lower boundaries between products that you + +21 +00:01:35,810 --> 00:01:39,230 +can, for example, you want to have a door, you can + +22 +00:01:39,230 --> 00:01:41,230 +make it from wood, you can make it from aluminum, + +23 +00:01:41,370 --> 00:01:43,790 +and you can make it from glasses. On the other + +24 +00:01:43,790 --> 00:01:47,750 +side there is customers, fewer suppliers due to + +25 +00:01:47,750 --> 00:01:50,570 +the decreasing costs and also there is rising + +26 +00:01:50,570 --> 00:01:53,870 +expectations of customers and increasing power of + +27 +00:01:53,870 --> 00:01:56,290 +customers because of increased level of awareness + +28 +00:01:56,290 --> 00:01:59,950 +of the other companies and other industries. This + +29 +00:01:59,950 --> 00:02:02,110 +urged us to have changes in the selling process. + +30 +00:02:02,150 --> 00:02:03,990 +Subhanina, stop here. I would like to ask you + +31 +00:02:03,990 --> 00:02:06,890 +about more regarding fewer suppliers. What does it + +32 +00:02:06,890 --> 00:02:11,600 +mean?If you are suppliers, there is retailers in + +33 +00:02:11,600 --> 00:02:14,520 +the market, you can instead of supplying with 10 + +34 +00:02:14,520 --> 00:02:16,940 +suppliers, you may have 7 or 5. + +35 +00:02:19,660 --> 00:02:22,960 +Fewer suppliers means we have a closer + +36 +00:02:22,960 --> 00:02:26,340 +relationship between customers and sellers face to + +37 +00:02:26,340 --> 00:02:32,780 +face. We don't need to have suppliers to make the + +38 +00:02:32,780 --> 00:02:37,840 +selling system or selling process between the + +39 +00:02:37,840 --> 00:02:42,380 +customers and the seller. Okay, good, good. Who + +40 +00:02:42,380 --> 00:02:46,400 +would like to add more about this? Excellent, now + +41 +00:02:46,400 --> 00:02:48,980 +let's go on. So, as we said, we are talking about + +42 +00:02:48,980 --> 00:02:53,800 +two major factors or influential items. Number + +43 +00:02:53,800 --> 00:02:57,960 +one, competition and number two, customers. Of + +44 +00:02:57,960 --> 00:02:59,720 +both of them, they influence something called + +45 +00:02:59,720 --> 00:03:03,240 +marketplace. We are going to explain them in a + +46 +00:03:03,240 --> 00:03:05,980 +very detailed way. At the same time also, we are + +47 +00:03:05,980 --> 00:03:09,420 +going to strike realistic examples. Some of these + +48 +00:03:09,420 --> 00:03:11,160 +examples are going to be from the Palestinian + +49 +00:03:11,160 --> 00:03:14,380 +context or from the Palestinian life. Other + +50 +00:03:14,380 --> 00:03:17,860 +examples are going to be internationally. We can + +51 +00:03:17,860 --> 00:03:21,180 +or I am sure that many of you heard about these + +52 +00:03:21,180 --> 00:03:23,000 +examples, especially if you are following the + +53 +00:03:23,000 --> 00:03:25,560 +news. Let's begin with the first one, competition. + +54 +00:03:27,180 --> 00:03:30,260 +Nowadays, all companies and producers and fans, + +55 +00:03:30,480 --> 00:03:33,300 +all of them, they are understanding one simple + +56 +00:03:33,300 --> 00:03:36,840 +fact. Somebody is going to ask, what is this fact? + +57 +00:03:37,280 --> 00:03:42,440 +This fact means you are not alone producing. We + +58 +00:03:42,440 --> 00:03:44,880 +are talking about millions and millions of firms + +59 +00:03:44,880 --> 00:03:48,880 +and companies who might share in producing one + +60 +00:03:48,880 --> 00:03:52,800 +similar item. Now let's give a realistic example. + +61 +00:03:53,680 --> 00:03:59,510 +All of us, we heard about the Apple company. This + +62 +00:03:59,510 --> 00:04:01,790 +Apple company is one of the American companies + +63 +00:04:01,790 --> 00:04:06,490 +which is considered to be the first IT company in + +64 +00:04:06,490 --> 00:04:10,670 +America and all over the world. This company + +65 +00:04:10,670 --> 00:04:14,730 +proposed a very famous product one year ago and + +66 +00:04:14,730 --> 00:04:19,370 +this product was the iPad. You know the iPad? + +67 +00:04:20,370 --> 00:04:25,370 +Okay, five months later, Samsung, the southern + +68 +00:04:25,370 --> 00:04:28,990 +Korean company, proposed its own version of the + +69 +00:04:28,990 --> 00:04:34,550 +iPad. They named it, I think, Galaxy iPad. Because + +70 +00:04:34,550 --> 00:04:38,170 +of this, we are saying we aren't alone producing. + +71 +00:04:38,390 --> 00:04:41,390 +Many firms are producing. And this is going to + +72 +00:04:41,390 --> 00:04:45,230 +cause very competitive games among the firms and + +73 +00:04:45,230 --> 00:04:49,510 +among the producers. Therefore, competition, is it + +74 +00:04:49,510 --> 00:04:52,070 +influencing the market place? Yes. Is it + +75 +00:04:52,070 --> 00:04:56,030 +influencing the sale size? Yes. Why? Under this + +76 +00:04:56,030 --> 00:04:59,890 +example, if anyone from you would like to buy the + +77 +00:04:59,890 --> 00:05:03,690 +iPad, he might be hesitant or confused which one + +78 +00:05:03,690 --> 00:05:08,650 +she should pick. Should we pick up iPad made by + +79 +00:05:08,650 --> 00:05:13,770 +Apple company or iPad made by Samsung company? We + +80 +00:05:13,770 --> 00:05:17,800 +are not sure. So this is one of the examples which + +81 +00:05:17,800 --> 00:05:20,660 +we can witness in our life globally and also + +82 +00:05:20,660 --> 00:05:24,080 +inside our own community. Competition is + +83 +00:05:24,080 --> 00:05:27,020 +considered to be a very powerful item and yes it + +84 +00:05:27,020 --> 00:05:30,460 +is going to influence the sale size which each + +85 +00:05:30,460 --> 00:05:31,800 +firm is going to achieve. + +86 +00:05:37,880 --> 00:05:39,540 +Therefore, we are talking about global + +87 +00:05:39,540 --> 00:05:42,300 +competition. Yes, there is global competition. Is + +88 +00:05:42,300 --> 00:05:45,140 +it going to reach our hand or homeland? Yes, it is + +89 +00:05:45,140 --> 00:05:47,760 +going to reach us. Now, let's talk about shorter + +90 +00:05:47,760 --> 00:05:51,000 +production cycles. If you are going to ask a very + +91 +00:05:51,000 --> 00:05:55,000 +simple and quick question, why nowadays we are + +92 +00:05:55,000 --> 00:05:57,420 +enjoying something called shorter production + +93 +00:05:57,420 --> 00:06:00,160 +cycle? Can you think of the reason? I need a + +94 +00:06:00,160 --> 00:06:03,380 +reason which is consisting of only one word, Iman. + +95 +00:06:04,440 --> 00:06:07,820 +Excellent, technology. And specifically this + +96 +00:06:07,820 --> 00:06:12,700 +machine, computer. Nowadays everything is + +97 +00:06:12,700 --> 00:06:15,400 +computerized. Everything in our life is + +98 +00:06:15,400 --> 00:06:18,820 +computerized. Even whenever we are going to talk + +99 +00:06:18,820 --> 00:06:22,180 +about the auto car industries, whenever we are + +100 +00:06:22,180 --> 00:06:26,060 +going to talk about education, we are using the + +101 +00:06:26,060 --> 00:06:30,340 +computer in every field. You use the computer and + +102 +00:06:30,340 --> 00:06:33,680 +you might not use it directly, but somebody used + +103 +00:06:33,680 --> 00:06:37,370 +the computer to facilitate your registration. One + +104 +00:06:37,370 --> 00:06:40,450 +week ago, all of you came to the second new year + +105 +00:06:40,450 --> 00:06:42,510 +or to the first new year or to the first semester + +106 +00:06:42,510 --> 00:06:45,310 +and the majority would like to register their own + +107 +00:06:45,310 --> 00:06:48,310 +academic courses. So what did you do? I would like + +108 +00:06:48,310 --> 00:06:51,630 +somebody to talk about her experience regarding + +109 +00:06:51,630 --> 00:06:56,850 +registration. Go on. What did you do exactly to + +110 +00:06:56,850 --> 00:07:01,630 +register for the courses? You eBayed then? Yes. + +111 +00:07:06,770 --> 00:07:11,150 +the subject of the term, this term, according to + +112 +00:07:11,150 --> 00:07:20,150 +the plan study plan? Yes, good. Whenever we dealt + +113 +00:07:20,150 --> 00:07:24,430 +with the registrar or with the cashier, this + +114 +00:07:24,430 --> 00:07:28,290 +person in the second part of the equation, he was + +115 +00:07:28,290 --> 00:07:31,890 +or she was using the computer. The registration + +116 +00:07:31,890 --> 00:07:34,750 +for the courses might not take more than a few + +117 +00:07:34,750 --> 00:07:38,390 +seconds. Compare the registration process nowadays + +118 +00:07:38,390 --> 00:07:41,330 +and the registration process for the students who + +119 +00:07:41,330 --> 00:07:44,610 +graduated from the Islamic University of Gaza 10 + +120 +00:07:44,610 --> 00:07:49,390 +or 15 years ago. How was the registration during + +121 +00:07:49,390 --> 00:07:54,460 +these times? It was manual. It was very difficult. + +122 +00:07:54,980 --> 00:07:57,460 +For example, if Fatin would like to register for + +123 +00:07:57,460 --> 00:08:01,120 +her courses 15 years ago, the registrar is going + +124 +00:08:01,120 --> 00:08:04,360 +to come to Fatin, he is going to ask her politely, + +125 +00:08:04,700 --> 00:08:07,340 +what's your name? She is going to tell him, my + +126 +00:08:07,340 --> 00:08:10,680 +name is Fatin Kafarna. The registrar is going to + +127 +00:08:10,680 --> 00:08:13,420 +go to the shelf and he is going to look at the + +128 +00:08:13,420 --> 00:08:17,540 +files. He is going to follow them alphabetically. + +129 +00:08:18,600 --> 00:08:21,200 +And whenever his hand is going to reach the App + +130 +00:08:21,200 --> 00:08:25,600 +Flutter, he is going to pick up Fatin and then he + +131 +00:08:25,600 --> 00:08:28,400 +is going to open the folder. And he is going to + +132 +00:08:28,400 --> 00:08:32,060 +review the courses which he studied before and the + +133 +00:08:32,060 --> 00:08:35,600 +courses which he is going to study later on. If + +134 +00:08:35,600 --> 00:08:38,140 +the sales management course, for example, was + +135 +00:08:38,140 --> 00:08:41,060 +registered before, he is going to tell her, you + +136 +00:08:41,060 --> 00:08:45,470 +took it. If not, he is going to write it down. The + +137 +00:08:45,470 --> 00:08:48,470 +problem is the following. Let's calculate how many + +138 +00:08:48,470 --> 00:08:53,410 +minutes did the registrar take in order to + +139 +00:08:53,410 --> 00:08:56,670 +finalize the registration process for Fatim. I + +140 +00:08:56,670 --> 00:09:00,970 +think 10 minutes if we are very optimistic or more + +141 +00:09:00,970 --> 00:09:05,050 +if we are pessimistic. That's fine. But imagine + +142 +00:09:05,050 --> 00:09:07,270 +how we are going to finalize the registration in + +143 +00:09:07,270 --> 00:09:09,970 +the due time that did not exceed more than two + +144 +00:09:09,970 --> 00:09:13,560 +weeks for thousands and thousands of students. Are + +145 +00:09:13,560 --> 00:09:16,300 +we talking about a very exhausting process? It's + +146 +00:09:16,300 --> 00:09:19,900 +very exhausting which is very tiring. Imagine for + +147 +00:09:19,900 --> 00:09:24,320 +example if the file of Ms. Fatim lost or was + +148 +00:09:24,320 --> 00:09:28,220 +missed or got banned. This means we are destroying + +149 +00:09:28,220 --> 00:09:31,480 +the future of a student whose name is Fatim. + +150 +00:09:32,330 --> 00:09:35,190 +Because of this, we are talking about a very long + +151 +00:09:35,190 --> 00:09:38,970 +production cycle. This longer production cycle + +152 +00:09:38,970 --> 00:09:43,330 +might also be very dangerous, especially if you + +153 +00:09:43,330 --> 00:09:47,440 +lose control over it. especially if you lose + +154 +00:09:47,440 --> 00:09:50,440 +control over it. But nowadays everything can be + +155 +00:09:50,440 --> 00:09:53,860 +done in a few seconds and the data is maintained + +156 +00:09:53,860 --> 00:09:57,800 +or preserved directly. At the same time, we are + +157 +00:09:57,800 --> 00:10:00,980 +talking about more than one version or more than + +158 +00:10:00,980 --> 00:10:06,760 +one copy of the data. So everything is secured and + +159 +00:10:06,760 --> 00:10:09,160 +everything is done in a very efficient and + +160 +00:10:09,160 --> 00:10:13,440 +effective Now, let's talk about the blurred + +161 +00:10:13,440 --> 00:10:17,260 +boundaries. As Hanin said before, whenever we are + +162 +00:10:17,260 --> 00:10:18,760 +going to talk about the blurred boundaries + +163 +00:10:18,760 --> 00:10:22,680 +nowadays, many various items can be formed + +164 +00:10:22,680 --> 00:10:27,220 +together in order to produce one item. This is one + +165 +00:10:27,220 --> 00:10:31,320 +thing. Another thing, sometimes we might refer to + +166 +00:10:31,320 --> 00:10:35,240 +the blurred boundaries as ambiguous borders. With + +167 +00:10:35,240 --> 00:10:37,940 +these ambiguous borders, we cannot identify them + +168 +00:10:37,940 --> 00:10:41,960 +clearly. Let's give an example from our real life. + +169 +00:10:43,000 --> 00:10:46,300 +Seven or eight months ago, the Israeli government + +170 +00:10:46,300 --> 00:10:52,880 +said in the media that we are ready to receive any + +171 +00:10:52,880 --> 00:10:57,460 +Gazan tomato product to be allowed to be exported + +172 +00:10:57,460 --> 00:11:02,340 +to the Israeli market. Why? Because during this + +173 +00:11:02,340 --> 00:11:07,670 +time, The price of each kilo of tomato reached + +174 +00:11:07,670 --> 00:11:13,290 +more than 10 new Israeli shekels. + +175 +00:11:13,810 --> 00:11:17,530 +They said that we are ready to receive the Gazan + +176 +00:11:17,530 --> 00:11:20,150 +production of tomato and we are ready to sell it + +177 +00:11:20,150 --> 00:11:23,110 +inside the Israeli market. This is what happened + +178 +00:11:23,110 --> 00:11:26,650 +if you remembered. Let's ask and review or + +179 +00:11:26,650 --> 00:11:31,150 +evaluate the situation here. Five years ago or + +180 +00:11:31,150 --> 00:11:34,690 +till now, they are saying Gaza Strip is an enemy. + +181 +00:11:36,230 --> 00:11:40,750 +Gaza Strip is consisting of many of terrorists and + +182 +00:11:40,750 --> 00:11:44,070 +so on and so on and so on. But now you are ready + +183 +00:11:44,070 --> 00:11:46,470 +to receive or to welcome our product of tomato? + +184 +00:11:47,290 --> 00:11:50,610 +This means what? This means whenever we are + +185 +00:11:50,610 --> 00:11:53,930 +talking about competition and business, we do not + +186 +00:11:53,930 --> 00:11:56,450 +take into consideration the factors of religion, + +187 +00:11:57,390 --> 00:12:00,480 +the factors of politics, the factors of geography + +188 +00:12:00,480 --> 00:12:03,860 +and the factors of nationalism and the factors of + +189 +00:12:03,860 --> 00:12:08,100 +culture. Everything will be founded and compounded + +190 +00:12:08,100 --> 00:12:09,940 +by one word, which is read. + +191 +00:12:13,580 --> 00:12:17,500 +Interest. That's it. If there is a common + +192 +00:12:17,500 --> 00:12:21,340 +interest, we are going to blur the boundaries and + +193 +00:12:21,340 --> 00:12:25,830 +we will deal transactions. We will overcome the + +194 +00:12:25,830 --> 00:12:27,370 +boundaries and we are going to make the + +195 +00:12:27,370 --> 00:12:30,570 +transaction. Why? Simply because by this way we + +196 +00:12:30,570 --> 00:12:34,830 +are achieving our own interests. That's it. + +197 +00:12:36,270 --> 00:12:41,010 +Another example from the international borders. As + +198 +00:12:41,010 --> 00:12:44,990 +you know America is imposing a kind of embargo. + +199 +00:12:45,110 --> 00:12:50,970 +What's the meaning of embargo? On the Iranian + +200 +00:12:50,970 --> 00:12:54,700 +product of oil. on the Iranian product of oil. + +201 +00:12:55,840 --> 00:12:59,540 +Now, when the Americans urged Indian government + +202 +00:12:59,540 --> 00:13:03,020 +along with the South Korean government, the two + +203 +00:13:03,020 --> 00:13:05,780 +governments of India and South Korea, they refused + +204 +00:13:05,780 --> 00:13:10,500 +to be involved in this embargo. Simply because + +205 +00:13:10,500 --> 00:13:13,760 +these two governments said that our national + +206 +00:13:13,760 --> 00:13:17,880 +interest will be jeopardized, will be endangered. + +207 +00:13:19,250 --> 00:13:23,070 +We are heavily dependent on the consumption of + +208 +00:13:23,070 --> 00:13:25,990 +Iranian oil. So if you are going to be a + +209 +00:13:25,990 --> 00:13:29,510 +participant in this embargo, this is going to harm + +210 +00:13:29,510 --> 00:13:34,570 +our Indian as well as Korean companies and firms + +211 +00:13:34,570 --> 00:13:38,790 +and producers sharply. Our economy will be shaked + +212 +00:13:38,790 --> 00:13:41,630 +and our ability to generate electricity will be + +213 +00:13:41,630 --> 00:13:44,610 +influenced negatively. Therefore, we are not + +214 +00:13:44,610 --> 00:13:50,140 +ready. to agree or support the American embargo + +215 +00:13:50,140 --> 00:13:53,540 +against Iran. So each government, each firm is + +216 +00:13:53,540 --> 00:13:56,640 +acting according to its own interests and own + +217 +00:13:56,640 --> 00:13:59,980 +interests. This is the language of business. This + +218 +00:13:59,980 --> 00:14:03,980 +is the language of sales. Therefore, we are + +219 +00:14:03,980 --> 00:14:06,640 +talking about competition. This competition is + +220 +00:14:06,640 --> 00:14:10,840 +dynamic. It is continuous. We cannot stop it at a + +221 +00:14:10,840 --> 00:14:15,380 +certain level or at a certain stage. Everything is + +222 +00:14:15,380 --> 00:14:21,100 +competitive in our life. Now, this morning while + +223 +00:14:21,100 --> 00:14:24,080 +you were coming to the university, if you are + +224 +00:14:24,080 --> 00:14:25,760 +coming from this direction, from Al-Aqsa + +225 +00:14:25,760 --> 00:14:28,540 +University, or if you are coming from UNERVA, from + +226 +00:14:28,540 --> 00:14:31,520 +here, from this direction, you are going to find + +227 +00:14:31,520 --> 00:14:34,300 +that we are talking about tens and tens of + +228 +00:14:34,300 --> 00:14:37,820 +libraries. Each library is competing with another + +229 +00:14:37,820 --> 00:14:40,160 +library, so that they are going to attract the + +230 +00:14:40,160 --> 00:14:42,400 +biggest number of the customers, who are you, + +231 +00:14:42,660 --> 00:14:45,800 +students. The same thing with other shops, the + +232 +00:14:45,800 --> 00:14:48,360 +same thing with the supermarkets. You are not + +233 +00:14:48,360 --> 00:14:50,900 +selling alone. We are talking about tens and tens + +234 +00:14:50,900 --> 00:14:54,900 +who are selling almost the same product. How are + +235 +00:14:54,900 --> 00:14:58,480 +we going to defeat them or compete them? By + +236 +00:14:58,480 --> 00:15:02,460 +strategies of sales. This is the key word for + +237 +00:15:02,460 --> 00:15:05,940 +success or competing others. How are we going to + +238 +00:15:05,940 --> 00:15:10,240 +develop our sales strategy? Now, all the time + +239 +00:15:10,240 --> 00:15:15,990 +remember, the secret isn't in the price. The + +240 +00:15:15,990 --> 00:15:20,790 +secret isn't in the quality of the product. The + +241 +00:15:20,790 --> 00:15:25,430 +secret isn't in anything else but one thing, which + +242 +00:15:25,430 --> 00:15:31,610 +is sales strategy, which we are implementing for + +243 +00:15:31,610 --> 00:15:34,450 +our own businesses. This is the key word. + +244 +00:15:37,770 --> 00:15:40,110 +Later on, we are going to demonstrate this with + +245 +00:15:40,110 --> 00:15:42,490 +realistic examples, even from Gaza and outside. + +246 +00:15:43,940 --> 00:15:46,640 +Any questions, any comments about this? Are we + +247 +00:15:46,640 --> 00:15:49,700 +done with factor number one? Okay, let's go to + +248 +00:15:49,700 --> 00:15:52,080 +factor number two. Let's talk about customers. Who + +249 +00:15:52,080 --> 00:15:55,980 +would like to talk about it? Customers. How does + +250 +00:15:55,980 --> 00:15:58,920 +the factor of customer influence what is called + +251 +00:15:58,920 --> 00:16:03,820 +the marketplace? We try to expand or explain your + +252 +00:16:03,820 --> 00:16:07,200 +subject with stocking examples also, if you can. + +253 +00:16:10,100 --> 00:16:11,260 +Okay, who would like? + +254 +00:16:16,390 --> 00:16:19,850 +Because the customer is king, we know that the + +255 +00:16:19,850 --> 00:16:22,550 +customer is king, so the customers can influence + +256 +00:16:22,550 --> 00:16:29,790 +the marketplace very much because he or she buys + +257 +00:16:29,790 --> 00:16:31,890 +the goods and the service. + +258 +00:16:34,530 --> 00:16:40,230 +That's it. Okay, good. Another comment. Go on. + +259 +00:16:46,780 --> 00:16:49,440 +are the ones who determine how the company will + +260 +00:16:49,440 --> 00:16:53,440 +work, or how the company should make strategies to + +261 +00:16:53,440 --> 00:16:55,980 +interact with the customers. So sometimes the + +262 +00:16:55,980 --> 00:16:58,380 +customer will influence the marketplace, or all + +263 +00:16:58,380 --> 00:17:00,240 +the time, the customers will influence the + +264 +00:17:00,240 --> 00:17:03,980 +marketplace, depending on how the company will + +265 +00:17:03,980 --> 00:17:07,060 +interact with the customers. So the customers will + +266 +00:17:07,060 --> 00:17:10,440 +keep having relationships with the firms and + +267 +00:17:10,440 --> 00:17:12,360 +organizations that would influence the + +268 +00:17:12,360 --> 00:17:14,420 +marketplace, maybe positively or negatively, + +269 +00:17:14,720 --> 00:17:17,560 +depends on their opinion of the customers. Good. + +270 +00:17:17,800 --> 00:17:20,980 +Excellent. Iman. Customers influence the market + +271 +00:17:20,980 --> 00:17:24,000 +place. Otherwise, why we increase or decrease the + +272 +00:17:24,000 --> 00:17:25,900 +price when their demand increases or decreases? + +273 +00:17:26,340 --> 00:17:32,380 +Okay. Now, let's talk about two words. Customers, + +274 +00:17:32,560 --> 00:17:36,540 +they have their own what? Read this. They have + +275 +00:17:36,540 --> 00:17:42,440 +their own need. Now, our question is the + +276 +00:17:42,440 --> 00:17:46,260 +following. Are we talking about permanent, fixed, + +277 +00:17:46,990 --> 00:17:54,550 +Needs and tastes, we doubt it. We doubt it. These + +278 +00:17:54,550 --> 00:17:58,230 +tastes and these needs, they are changeable. They + +279 +00:17:58,230 --> 00:18:02,690 +are in a dynamic changing. Today we are liking + +280 +00:18:02,690 --> 00:18:05,190 +something and we are appreciating it, tomorrow God + +281 +00:18:05,190 --> 00:18:07,170 +knows we might neglect it and look for another. + +282 +00:18:09,010 --> 00:18:13,150 +This is reflected with our food items, personal + +283 +00:18:13,150 --> 00:18:19,670 +uses items, taste, beverage, anything in life. So + +284 +00:18:19,670 --> 00:18:23,570 +everything is changing. Now, all the time + +285 +00:18:23,570 --> 00:18:27,730 +remember, whenever the customer, their own needs + +286 +00:18:27,730 --> 00:18:30,350 +and tastes are going to be changeable. Is this + +287 +00:18:30,350 --> 00:18:32,130 +going to influence the producers and the sales + +288 +00:18:32,130 --> 00:18:38,050 +companies? Of course. Of course. Now listen and be + +289 +00:18:38,050 --> 00:18:42,110 +careful here. If you are going to be an owner of a + +290 +00:18:42,110 --> 00:18:42,730 +sales company, + +291 +00:18:46,270 --> 00:18:49,490 +If your company is going to be traditional, this + +292 +00:18:49,490 --> 00:18:52,610 +means you are going to think of the product first, + +293 +00:18:53,290 --> 00:18:55,850 +then you are going to think of the people second. + +294 +00:18:56,910 --> 00:19:01,790 +The people who mean customers. This is considered + +295 +00:19:01,790 --> 00:19:05,090 +to be transactional, traditional thinking of sales + +296 +00:19:05,090 --> 00:19:09,230 +process. We are zooming on the product, then we + +297 +00:19:09,230 --> 00:19:12,290 +are looking for people. Is this a healthy process + +298 +00:19:12,290 --> 00:19:16,560 +of sales strategy? No. What is the health process + +299 +00:19:16,560 --> 00:19:19,100 +of a strategy? We have to think of the people, + +300 +00:19:19,620 --> 00:19:22,520 +what they need, what they taste, and then we are + +301 +00:19:22,520 --> 00:19:27,200 +going to think of what product. Therefore barriers + +302 +00:19:27,200 --> 00:19:30,800 +should be given for customers. Second, we should + +303 +00:19:30,800 --> 00:19:34,040 +look for the product which satisfies this need or + +304 +00:19:34,040 --> 00:19:38,910 +taste. But the first method whenever the sales + +305 +00:19:38,910 --> 00:19:41,530 +agencies or companies are going to think of the + +306 +00:19:41,530 --> 00:19:43,590 +product and later on they are going to think of + +307 +00:19:43,590 --> 00:19:46,670 +the customers, this is considered to be a + +308 +00:19:46,670 --> 00:19:51,590 +misunderstanding for the sales strategy. So what + +309 +00:19:51,590 --> 00:19:57,550 +do we conclude from here? First, the customer is + +310 +00:19:57,550 --> 00:20:00,470 +the king. So we are repeating the same ideas and + +311 +00:20:00,470 --> 00:20:04,230 +thoughts which we talked about last lecture. + +312 +00:20:06,680 --> 00:20:09,340 +So competition number one, customer number two, + +313 +00:20:09,480 --> 00:20:12,340 +customer is the elite or customer is the leading + +314 +00:20:12,340 --> 00:20:16,860 +method or item for the sales strategy. Now how + +315 +00:20:16,860 --> 00:20:18,680 +they are going to influence the selling process? + +316 +00:20:20,160 --> 00:20:22,480 +How they are going to leave an impact? How they + +317 +00:20:22,480 --> 00:20:25,780 +are going to change the sales process or selling + +318 +00:20:25,780 --> 00:20:28,200 +process? Gone. + +319 +00:20:31,990 --> 00:20:34,850 +with the customer, they will know what the taste + +320 +00:20:34,850 --> 00:20:37,510 +and needs of the customer that will lead the + +321 +00:20:37,510 --> 00:20:40,890 +company to produce certain items that would + +322 +00:20:40,890 --> 00:20:44,690 +satisfy the customer needs and tastes and that + +323 +00:20:44,690 --> 00:20:48,130 +would achieve the selling process to be in a + +324 +00:20:48,130 --> 00:20:52,030 +certain way that in balance with the customer. + +325 +00:20:52,130 --> 00:20:55,530 +Okay, good. So we are saying this is a selling + +326 +00:20:55,530 --> 00:20:57,730 +process or selling process is founded on + +327 +00:20:57,730 --> 00:21:00,820 +relationship. Whenever we are going to listen to + +328 +00:21:00,820 --> 00:21:02,800 +the word relationship, we are referring to + +329 +00:21:02,800 --> 00:21:05,820 +something permanent. We are referring to something + +330 +00:21:05,820 --> 00:21:09,320 +continuous. And once again, we are not talking + +331 +00:21:09,320 --> 00:21:12,920 +about incidental relationship. It is + +332 +00:21:12,920 --> 00:21:17,920 +unsustainable. So this customer is going to be a + +333 +00:21:17,920 --> 00:21:21,480 +key for generating other customers. This customer + +334 +00:21:21,480 --> 00:21:23,840 +is going to be dealt with in a very smooth and + +335 +00:21:23,840 --> 00:21:29,950 +nice way to ensure his or her loyalty. Second, we + +336 +00:21:29,950 --> 00:21:32,810 +are talking about sales teams and what is the + +337 +00:21:32,810 --> 00:21:35,970 +relationship or why we should focus on the sales + +338 +00:21:35,970 --> 00:21:39,870 +team. Nowadays, do you think one employer, one + +339 +00:21:39,870 --> 00:21:42,470 +worker can do the whole work alone? We doubt it. + +340 +00:21:43,410 --> 00:21:48,570 +We doubt it. Each library, each business, each + +341 +00:21:48,570 --> 00:21:53,270 +company, each school is going to have what is + +342 +00:21:53,270 --> 00:21:57,160 +called working teams. The same thing with sales. + +343 +00:21:57,580 --> 00:22:00,980 +We are talking about sales teams. With these sales + +344 +00:22:00,980 --> 00:22:03,780 +teams, each team is going to have its own + +345 +00:22:03,780 --> 00:22:08,880 +responsibilities, tasks, missions, and each team + +346 +00:22:08,880 --> 00:22:13,160 +must do their own part. Later on, these parts are + +347 +00:22:13,160 --> 00:22:16,680 +going to be reconnected once again together in + +348 +00:22:16,680 --> 00:22:19,840 +order to be sure that we are finalizing our sales + +349 +00:22:19,840 --> 00:22:24,990 +strategy. Simply labor must be divided. This is + +350 +00:22:24,990 --> 00:22:27,410 +what we studied in business essential number one + +351 +00:22:27,410 --> 00:22:30,070 +if you remember. Because of this we are talking + +352 +00:22:30,070 --> 00:22:32,390 +about teams rather than one team or one person. + +353 +00:22:33,910 --> 00:22:37,070 +Third, inside selling. What is the relationship + +354 +00:22:37,070 --> 00:22:40,130 +between inside selling and selling process? Why we + +355 +00:22:40,130 --> 00:22:41,510 +should focus on the inside selling? + +356 +00:22:44,610 --> 00:22:46,430 +Who would like to talk about the inside selling? + +357 +00:23:02,290 --> 00:23:05,550 +Good. And later on, if we finalize all the + +358 +00:23:05,550 --> 00:23:09,070 +problems or the troublemaking situations, which + +359 +00:23:09,070 --> 00:23:12,070 +the customers are suffering from, this means we + +360 +00:23:12,070 --> 00:23:14,950 +are going to be a competitor. This means we are + +361 +00:23:14,950 --> 00:23:18,030 +going to create a very bad image about us. Later + +362 +00:23:18,030 --> 00:23:21,570 +on, this is considered to be the first step from + +363 +00:23:21,570 --> 00:23:25,190 +moving from inside selling to competitive global + +364 +00:23:25,190 --> 00:23:30,030 +selling. In other words, prove yourself inside + +365 +00:23:30,030 --> 00:23:35,230 +home and then go globally if you can. But if you + +366 +00:23:35,230 --> 00:23:37,710 +cannot prove yourself inside your home country or + +367 +00:23:37,710 --> 00:23:40,250 +land, how you are going to compete globally or + +368 +00:23:40,250 --> 00:23:43,680 +internationally? Therefore, inside, selling is + +369 +00:23:43,680 --> 00:23:46,780 +number one. As Hanin said, all the time, remember, + +370 +00:23:47,320 --> 00:23:50,860 +we have to satisfy our domestic customers. When we + +371 +00:23:50,860 --> 00:23:53,740 +are saying domestic customers, customers who are + +372 +00:23:53,740 --> 00:23:56,940 +formed by the citizens of the country, the + +373 +00:23:56,940 --> 00:23:59,780 +citizens of the community. If they are saying we + +374 +00:23:59,780 --> 00:24:03,020 +are satisfied and we are pleased, then we might + +375 +00:24:03,020 --> 00:24:06,460 +develop and expand our own strategies of sales. + +376 +00:24:07,380 --> 00:24:09,540 +Finally, we are talking about a productivity + +377 +00:24:09,540 --> 00:24:14,800 +matrix. What is a matrix? So the matrix looks like + +378 +00:24:14,800 --> 00:24:18,860 +this. + +379 +00:24:18,940 --> 00:24:22,520 +Which means at each position of the matrix, we are + +380 +00:24:22,520 --> 00:24:26,660 +going to have what? We are going to have a staff + +381 +00:24:26,660 --> 00:24:31,420 +member or a salesperson. Are we talking about a + +382 +00:24:31,420 --> 00:24:33,960 +salesperson who has a specialty, who has a + +383 +00:24:33,960 --> 00:24:37,620 +specific task, who has specific work? Yes. But can + +384 +00:24:37,620 --> 00:24:41,880 +we fire or kick out one of those persons from the + +385 +00:24:41,880 --> 00:24:45,660 +matrix? We can. But do you think the flow and the + +386 +00:24:45,660 --> 00:24:48,040 +fluidity of the sales process is going to be + +387 +00:24:48,040 --> 00:24:53,340 +natural? We do not think so. So this is a metaphor + +388 +00:24:53,340 --> 00:24:56,260 +for referring that our sales process got + +389 +00:24:56,260 --> 00:25:01,510 +complicated. got complicated simply because we + +390 +00:25:01,510 --> 00:25:04,690 +need more specialized sales persons, which sales + +391 +00:25:04,690 --> 00:25:08,950 +person is understanding in a very tiny work, tiny + +392 +00:25:08,950 --> 00:25:12,690 +piece of work. Therefore, all of them whenever + +393 +00:25:12,690 --> 00:25:14,430 +they are going to be reconnected or unified + +394 +00:25:14,430 --> 00:25:16,770 +together, we are going to form something called + +395 +00:25:16,770 --> 00:25:23,690 +matrix. So sales process isn't an easy mission. It + +396 +00:25:23,690 --> 00:25:28,350 +is founded on a team. Each member within the team + +397 +00:25:28,350 --> 00:25:32,530 +has its own position, has its own place and + +398 +00:25:32,530 --> 00:25:39,150 +responsibilities. Now to sum up, Two forces which + +399 +00:25:39,150 --> 00:25:42,610 +changed the market place and later on changed the + +400 +00:25:42,610 --> 00:25:45,650 +selling process. Number one, competition and + +401 +00:25:45,650 --> 00:25:48,650 +number two, both of them began influencing what is + +402 +00:25:48,650 --> 00:25:51,330 +called the selling process. Any question, any + +403 +00:25:51,330 --> 00:25:54,070 +comments about this? Any question, any comments? + +404 +00:25:54,570 --> 00:25:57,570 +Ok, move on. Now I'm not going to speak, you have + +405 +00:25:57,570 --> 00:26:01,330 +to speak. Look at the diagram or the figure and + +406 +00:26:01,330 --> 00:26:03,370 +please tell me what you understand from it. + +407 +00:26:06,690 --> 00:26:08,230 +What do you understand from this figure? + +408 +00:26:18,070 --> 00:26:20,270 +It's easy. Go on. + +409 +00:26:46,160 --> 00:26:48,860 +Factors. But which one is most important in one + +410 +00:26:48,860 --> 00:26:52,820 +shell? Competence, sales competence. This is the + +411 +00:26:52,820 --> 00:26:56,400 +thing which we talked about before. If we would + +412 +00:26:56,400 --> 00:26:59,600 +like to create a satisfied customer, if we would + +413 +00:26:59,600 --> 00:27:02,540 +like to create a happy customer, if we would like + +414 +00:27:02,540 --> 00:27:05,460 +to increase the loyalty of the customer, we have + +415 +00:27:05,460 --> 00:27:07,580 +to look for the factors which are causing + +416 +00:27:07,580 --> 00:27:11,560 +satisfaction, which are causing happiness. These + +417 +00:27:11,560 --> 00:27:14,800 +factors are various. One of them might be the + +418 +00:27:14,800 --> 00:27:17,540 +competence of the salesperson. Second might be + +419 +00:27:17,540 --> 00:27:21,220 +competitive price. Third might be the solution. In + +420 +00:27:21,220 --> 00:27:23,900 +other words, if the customer is going to scream + +421 +00:27:23,900 --> 00:27:27,500 +saying, hey, I have a problem, my company is going + +422 +00:27:27,500 --> 00:27:30,740 +to solve the problem directly. Or finally, we + +423 +00:27:30,740 --> 00:27:34,920 +might talk about quality or product quality. Now, + +424 +00:27:35,440 --> 00:27:37,900 +before you come into this class, if you are going + +425 +00:27:37,900 --> 00:27:41,240 +to ask the same question, Which factor is + +426 +00:27:41,240 --> 00:27:44,520 +considered to be the most influential? I bet you + +427 +00:27:44,520 --> 00:27:50,420 +are going to say it is price. Is this right? But I + +428 +00:27:50,420 --> 00:27:52,880 +think the majority they are going to say price. + +429 +00:27:53,660 --> 00:27:58,620 +But now the new scientific research is confirming + +430 +00:27:59,670 --> 00:28:03,250 +The most influential and strongest factor which is + +431 +00:28:03,250 --> 00:28:05,490 +going to motivate or increase the level of + +432 +00:28:05,490 --> 00:28:07,930 +satisfaction, the level of happiness of customers + +433 +00:28:07,930 --> 00:28:12,870 +is salesperson competence. This is reminding us + +434 +00:28:12,870 --> 00:28:14,910 +with what we stated in the last class. What did we + +435 +00:28:14,910 --> 00:28:19,110 +say? Salesperson is the first face and the first + +436 +00:28:19,110 --> 00:28:22,570 +impression which you are going to have about the + +437 +00:28:22,570 --> 00:28:25,690 +company or the firm or the agency or the library + +438 +00:28:25,690 --> 00:28:29,580 +or the store etc. Therefore, their influence + +439 +00:28:29,580 --> 00:28:34,680 +according to scientific research is about 37%. So + +440 +00:28:34,680 --> 00:28:37,540 +this one is considered to be the biggest, number + +441 +00:28:37,540 --> 00:28:43,280 +one. Which one is the second? Okay, the second one + +442 +00:28:43,280 --> 00:28:50,460 +is 25% for quality. The third, which one? We are + +443 +00:28:50,460 --> 00:28:52,920 +talking about customer solution. In other words, + +444 +00:28:53,960 --> 00:28:55,740 +if the customer is going to complain that + +445 +00:28:55,740 --> 00:28:58,680 +something is going wrong, Something cannot be + +446 +00:28:58,680 --> 00:29:02,020 +handled or done. They are going to come and solve + +447 +00:29:02,020 --> 00:29:04,900 +it for him or her. This is the meaning of the + +448 +00:29:04,900 --> 00:29:07,940 +customer solution called customer service. And the + +449 +00:29:07,940 --> 00:29:13,420 +fourth factor which is the last is price. Price is + +450 +00:29:13,420 --> 00:29:16,380 +influencing or leading to customer satisfaction + +451 +00:29:16,380 --> 00:29:22,420 +with about 17% only. So rank number one is + +452 +00:29:22,420 --> 00:29:26,700 +competence of salesperson. This is number one. + +453 +00:29:28,130 --> 00:29:31,210 +Somebody is going to say, can we prove this from a + +454 +00:29:31,210 --> 00:29:34,650 +realistic example? Yes, we can prove it. Now + +455 +00:29:34,650 --> 00:29:38,470 +listen, five years ago or six years ago, and I'm + +456 +00:29:38,470 --> 00:29:41,630 +not sure if you were or if you were remembering + +457 +00:29:41,630 --> 00:29:44,530 +this incident or not, some of the Gazan traders, + +458 +00:29:44,750 --> 00:29:47,630 +they decided to import very cheap Chinese shoes. + +459 +00:29:49,230 --> 00:29:52,590 +The price for the pair of shoes was not exceeding + +460 +00:29:52,590 --> 00:29:55,910 +more than 10 Israeli shekel. But unfortunately, + +461 +00:29:56,450 --> 00:29:58,790 +after you are going to try this pair of shoes + +462 +00:29:58,790 --> 00:30:01,710 +twice or third times, they are going to be torn + +463 +00:30:01,710 --> 00:30:06,390 +out. Do you remember this incident? Do you + +464 +00:30:06,390 --> 00:30:11,810 +remember it? Who remembered it? You heard about + +465 +00:30:11,810 --> 00:30:16,990 +it? Okay, then after two months or three months, + +466 +00:30:17,250 --> 00:30:20,430 +people are no longer interested with the price. or + +467 +00:30:20,430 --> 00:30:23,090 +people or the customers they decided to embargo + +468 +00:30:23,090 --> 00:30:28,290 +this bad quality of Chinese shoes even though + +469 +00:30:28,290 --> 00:30:32,790 +their price was very cheap but in fact this kind + +470 +00:30:32,790 --> 00:30:35,950 +of a product they didn't serve or sustain with + +471 +00:30:35,950 --> 00:30:40,170 +them therefore they embargo it so all the time + +472 +00:30:40,170 --> 00:30:44,200 +remember a price isn't always a solution of price + +473 +00:30:44,200 --> 00:30:46,900 +isn't always the factor which is going to increase + +474 +00:30:46,900 --> 00:30:52,200 +or motivate the satisfaction of customers any + +475 +00:30:52,200 --> 00:30:55,420 +question any comments about this any question any + +476 +00:30:55,420 --> 00:30:59,220 +comments move to the final part of today's class + +477 +00:30:59,220 --> 00:31:03,320 +this is very important you should expect to ask + +478 +00:31:03,320 --> 00:31:08,080 +about it in the midterm exam generally whenever we + +479 +00:31:08,080 --> 00:31:10,920 +are going to talk about sales or selling we are + +480 +00:31:10,920 --> 00:31:14,930 +talking about two kinds of models In fact, there + +481 +00:31:14,930 --> 00:31:19,090 +are three, not two. But at this stage, we will + +482 +00:31:19,090 --> 00:31:22,890 +talk about only two. The two models of selling or + +483 +00:31:22,890 --> 00:31:27,810 +sales, one of them is called transactional, the + +484 +00:31:27,810 --> 00:31:31,890 +second is called relationship. Let's talk about + +485 +00:31:31,890 --> 00:31:35,850 +it. This is the transactional in Arabic, التقليدي. + +486 +00:31:36,800 --> 00:31:40,820 +And this one, relationship. The traditional or the + +487 +00:31:40,820 --> 00:31:45,220 +transactional, let's say it focuses on what? It + +488 +00:31:45,220 --> 00:31:49,440 +focuses on sales skills, that's it. So their + +489 +00:31:49,440 --> 00:31:54,620 +emphasis is on sales skills. But if you are going + +490 +00:31:54,620 --> 00:31:58,040 +to look at the relationship model, it focuses on + +491 +00:31:58,040 --> 00:32:01,920 +management skills, not only what skills. In other + +492 +00:32:01,920 --> 00:32:05,960 +words, the relationship model focuses on the + +493 +00:32:05,960 --> 00:32:10,760 +skills within management. The second difference + +494 +00:32:10,760 --> 00:32:13,940 +between the two models is the following. Under the + +495 +00:32:13,940 --> 00:32:17,180 +transactional traditional model, they are + +496 +00:32:17,180 --> 00:32:21,560 +responding to the customer needs. When we are + +497 +00:32:21,560 --> 00:32:23,420 +saying they are responding to the customer needs, + +498 +00:32:23,500 --> 00:32:24,040 +it means what? + +499 +00:32:27,620 --> 00:32:28,460 +Not this. + +500 +00:32:33,460 --> 00:32:36,040 +What the customer is going to need, they are going + +501 +00:32:36,040 --> 00:32:38,320 +to make sure that it is available on the shelves. + +502 +00:32:40,020 --> 00:32:45,340 +But here there is a proactive estimation, a + +503 +00:32:45,340 --> 00:32:49,710 +proactive prediction. These things are the things + +504 +00:32:49,710 --> 00:32:51,990 +which the people are going to come within one year + +505 +00:32:51,990 --> 00:32:55,290 +or two years. In other words, here we are talking + +506 +00:32:55,290 --> 00:32:57,870 +about proactive innovation, opportunity + +507 +00:32:57,870 --> 00:33:01,670 +identification and offers. Everything is planned + +508 +00:33:01,670 --> 00:33:05,670 +ahead. Everything is planned ahead. What does it + +509 +00:33:05,670 --> 00:33:10,370 +mean? Everything is planned for the future and not + +510 +00:33:10,370 --> 00:33:16,560 +only for the present needs of the customers. The + +511 +00:33:16,560 --> 00:33:19,340 +third difference under the transactional + +512 +00:33:19,340 --> 00:33:24,520 +traditional model, they are providing good + +513 +00:33:24,520 --> 00:33:29,940 +products, price and services. If you are going to + +514 +00:33:29,940 --> 00:33:33,820 +ask about the technicalities of the product, the + +515 +00:33:33,820 --> 00:33:37,020 +raw material of the product, and the other + +516 +00:33:37,020 --> 00:33:40,300 +specifications or details, the salesperson might + +517 +00:33:40,300 --> 00:33:46,580 +not say or might say Sorry, I do not know. But + +518 +00:33:46,580 --> 00:33:51,120 +here, value-based offers, organizational enablers, + +519 +00:33:51,620 --> 00:33:55,380 +all these things mean that the person who is going + +520 +00:33:55,380 --> 00:33:57,020 +to work according to the selling model of + +521 +00:33:57,020 --> 00:34:00,240 +relationship, they have the ready, they have the + +522 +00:34:00,240 --> 00:34:03,040 +readiness, they have the ability to respond and to + +523 +00:34:03,040 --> 00:34:06,060 +answer any technical question that might be raised + +524 +00:34:06,060 --> 00:34:11,230 +by the customer. The fifth difference between the + +525 +00:34:11,230 --> 00:34:15,890 +two models, here we are narrowing our customer + +526 +00:34:15,890 --> 00:34:19,710 +focus. When we are saying we are narrowing the + +527 +00:34:19,710 --> 00:34:23,430 +customer relationship, what we are interested in + +528 +00:34:23,430 --> 00:34:28,390 +now is to make you buy from us and that's it. Are + +529 +00:34:28,390 --> 00:34:31,010 +we talking about a future relationship? No, this + +530 +00:34:31,010 --> 00:34:34,290 +isn't our priority. We are under the transactional + +531 +00:34:34,290 --> 00:34:39,450 +model. In the relationship model, we are talking + +532 +00:34:39,450 --> 00:34:43,210 +about what? Broadened to customer's customer. What + +533 +00:34:43,210 --> 00:34:46,130 +does it mean? This means the customer who is going + +534 +00:34:46,130 --> 00:34:49,830 +to deal with us, he is going to be a hawk by which + +535 +00:34:49,830 --> 00:34:53,810 +we are going to hunt another customer. Got me? + +536 +00:34:54,210 --> 00:34:59,160 +Give example. Listen. When we were in America for + +537 +00:34:59,160 --> 00:35:02,640 +example, sometimes we used to buy our food items + +538 +00:35:02,640 --> 00:35:06,000 +and beverage items from a very big store, which I + +539 +00:35:06,000 --> 00:35:10,520 +am pretty sure you heard about it, Walmart. In the + +540 +00:35:10,520 --> 00:35:13,840 +Walmart for example, if you are going to buy a + +541 +00:35:13,840 --> 00:35:18,440 +bottle of olive oil, and you are going to have the + +542 +00:35:18,440 --> 00:35:21,000 +receipt and return back to home, and you might + +543 +00:35:21,000 --> 00:35:25,400 +consume half of it later on if you prefer to + +544 +00:35:25,400 --> 00:35:29,460 +return it back to the store, The staff member in + +545 +00:35:29,460 --> 00:35:31,880 +the Walmart, he is going to smile in the front of + +546 +00:35:31,880 --> 00:35:35,520 +your face. He is going to say, please miss, can + +547 +00:35:35,520 --> 00:35:38,280 +you provide me with the receipt to be sure that + +548 +00:35:38,280 --> 00:35:41,560 +you bought this item from us? After you are going + +549 +00:35:41,560 --> 00:35:44,920 +to provide her with the receipt, he is going to + +550 +00:35:44,920 --> 00:35:49,300 +complete or finalize a complete refund for you and + +551 +00:35:49,300 --> 00:35:52,080 +he will take the bottle, even though half of it + +552 +00:35:52,080 --> 00:35:56,910 +was consumed. A complete refund. Somebody is going + +553 +00:35:56,910 --> 00:36:00,910 +to say, by this way, we are cheating them or this + +554 +00:36:00,910 --> 00:36:03,010 +group of people or sales people, they are stupid. + +555 +00:36:03,530 --> 00:36:06,590 +No, they are not stupid. They are smarter than us. + +556 +00:36:07,450 --> 00:36:10,810 +Simply why? I'm going to tell you why. Imagine + +557 +00:36:10,810 --> 00:36:13,970 +this scenario happened with Fatim. Fatim returned + +558 +00:36:13,970 --> 00:36:20,630 +back the half of the olive oil. Later on, that in + +559 +00:36:20,630 --> 00:36:24,030 +herself, she is going to need something. It might + +560 +00:36:24,030 --> 00:36:26,670 +need a dress, it might need trousers, laptop, etc. + +561 +00:36:27,930 --> 00:36:31,450 +For sure she is going to think of Walmart only. + +562 +00:36:32,250 --> 00:36:35,730 +Why? Because she was very highly satisfied in the + +563 +00:36:35,730 --> 00:36:40,520 +first trial. This is one thing. Another thing, if + +564 +00:36:40,520 --> 00:36:43,660 +a man is her neighbor or a friend, for sure she is + +565 +00:36:43,660 --> 00:36:45,860 +going to talk to her about a positive experience + +566 +00:36:45,860 --> 00:36:49,420 +which she made with Walmart in the first time. So + +567 +00:36:49,420 --> 00:36:54,000 +by this way, Fatin was used as a hook to generate + +568 +00:36:54,000 --> 00:36:58,960 +or recruit hundreds and hundreds of customers. Now + +569 +00:36:58,960 --> 00:37:01,180 +let's return and evaluate the whole situation. + +570 +00:37:02,280 --> 00:37:06,360 +Even though the Walmart lost about 10 US dollars + +571 +00:37:06,360 --> 00:37:10,540 +or 20 US dollars for the price of olive oil, but + +572 +00:37:10,540 --> 00:37:14,660 +compare this loss of 20 US dollars along with the + +573 +00:37:14,660 --> 00:37:17,380 +gains of hundreds and hundreds of dollars, which + +574 +00:37:17,380 --> 00:37:20,100 +fatten was the cause for this profit or winning? + +575 +00:37:21,460 --> 00:37:24,980 +And this is the meaning of what? Customer-customer + +576 +00:37:24,980 --> 00:37:29,790 +relationship. Now, if we are going to add more, + +577 +00:37:29,970 --> 00:37:32,470 +let's talk about transactional models. Once again, + +578 +00:37:32,890 --> 00:37:36,390 +they are differentiating through products. In + +579 +00:37:36,390 --> 00:37:39,150 +other words, they are going to tell you these are + +580 +00:37:39,150 --> 00:37:41,370 +our products and they are distributed or displayed + +581 +00:37:41,370 --> 00:37:43,570 +on the shelves. These are Chinese, these are + +582 +00:37:43,570 --> 00:37:48,110 +Japanese, these are American and etc. But here, + +583 +00:37:48,410 --> 00:37:50,770 +differentiating through what? People. So, people + +584 +00:37:50,770 --> 00:37:53,870 +first and products second. But here, products + +585 +00:37:53,870 --> 00:37:55,270 +first and people second. + +586 +00:37:58,500 --> 00:38:01,020 +Also in transactional, we are talking about sales + +587 +00:38:01,020 --> 00:38:04,300 +revenue focus. What we are thinking of is only the + +588 +00:38:04,300 --> 00:38:07,720 +revenue, the profit, that's it. But here, we are + +589 +00:38:07,720 --> 00:38:11,580 +thinking of what? Profit management. Like here, we + +590 +00:38:11,580 --> 00:38:13,300 +are talking about sales skill, but here, + +591 +00:38:13,920 --> 00:38:17,040 +management skill. So management is given priority. + +592 +00:38:17,540 --> 00:38:22,450 +Where? Under the relationship model. The final + +593 +00:38:22,450 --> 00:38:25,410 +difference is that the transactional model focuses + +594 +00:38:25,410 --> 00:38:28,110 +on traditional customer relationships. When we are + +595 +00:38:28,110 --> 00:38:31,150 +saying traditional, this means buy and if you are + +596 +00:38:31,150 --> 00:38:33,290 +going to buy from us, this means the end of the + +597 +00:38:33,290 --> 00:38:37,050 +relationship. But in the relationship model, we + +598 +00:38:37,050 --> 00:38:40,190 +are talking about a trusted business advising or + +599 +00:38:40,190 --> 00:38:42,230 +partnership relationship. + +600 +00:38:44,730 --> 00:38:49,090 +The final advantage for the relationship model is + +601 +00:38:49,090 --> 00:38:53,590 +informing us that we are talking about advising + +602 +00:38:53,590 --> 00:38:58,530 +relationship and partnership relationship. Because + +603 +00:38:58,530 --> 00:39:03,450 +of this now we are talking about three models of + +604 +00:39:03,450 --> 00:39:07,990 +selling. Number one is transactional or + +605 +00:39:07,990 --> 00:39:11,740 +traditional. Number two, relationship. The + +606 +00:39:11,740 --> 00:39:14,580 +relationship model itself, it is subdivided into + +607 +00:39:14,580 --> 00:39:17,100 +advising relationship and partnership + +608 +00:39:17,100 --> 00:39:20,660 +relationship. Any question, any comments about + +609 +00:39:20,660 --> 00:39:27,320 +this? Any question, any comments? Go on. Okay, + +610 +00:39:27,440 --> 00:39:30,120 +thank you for this class. Hopefully tomorrow we + +611 +00:39:30,120 --> 00:39:32,400 +are going to go on with other objectives of + +612 +00:39:32,400 --> 00:39:34,900 +chapter number one. Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc.srt new file mode 100644 index 0000000000000000000000000000000000000000..45e0efc9b76a4a9c1fa571106e2b03a5569d5dab --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc.srt @@ -0,0 +1,2075 @@ +1 +00:00:21,130 --> 00:00:21,910 +Okay, good morning. + +2 +00:00:24,690 --> 00:00:28,190 +Today we will go on with what we started last + +3 +00:00:28,190 --> 00:00:31,130 +time. Last time we provided you with two + +4 +00:00:31,130 --> 00:00:34,570 +definitions. One of them was BDM and the second + +5 +00:00:34,570 --> 00:00:38,790 +was CRM. Okay, today we are going to study the + +6 +00:00:38,790 --> 00:00:45,290 +third. It's called CRM. So CRM, it is a + +7 +00:00:45,290 --> 00:00:49,310 +comprehensive set. Comprehensive set of what? Of + +8 +00:00:49,310 --> 00:00:56,220 +processes. These processes will be founded or they + +9 +00:00:56,220 --> 00:00:59,860 +will be dependent on technologies for managing + +10 +00:00:59,860 --> 00:01:03,280 +relationships with potential and current customers + +11 +00:01:03,280 --> 00:01:08,660 +and other business partners. Therefore, if you are + +12 +00:01:08,660 --> 00:01:11,700 +going to go once again to the word which is called + +13 +00:01:11,700 --> 00:01:15,800 +processes, we would like to analyze them. How we + +14 +00:01:15,800 --> 00:01:19,430 +are going to analyze them? Look at here. If we + +15 +00:01:19,430 --> 00:01:22,890 +would like to establish a successful CRM, this + +16 +00:01:22,890 --> 00:01:25,030 +means we are going to need something called + +17 +00:01:25,030 --> 00:01:28,970 +personal information. + +18 +00:01:31,010 --> 00:01:34,230 +This personal information, it will include number + +19 +00:01:34,230 --> 00:01:38,330 +one, names of the customers. + +20 +00:01:42,870 --> 00:01:46,950 +B, it will include addresses of the customers. + +21 +00:01:50,240 --> 00:01:57,260 +C, it will include cell phone numbers, telephone, + +22 +00:01:58,620 --> 00:02:05,820 +emails, and etc. Do we need other information? Yes, + +23 +00:02:06,060 --> 00:02:08,880 +we need. This information also, it will include + +24 +00:02:08,880 --> 00:02:16,240 +problems of the customers. With the word problems + +25 +00:02:16,240 --> 00:02:19,930 +here, be careful. It is substitutive with the word + +26 +00:02:19,930 --> 00:02:24,750 +needs. Exactly. According to these needs or + +27 +00:02:24,750 --> 00:02:29,470 +problems, we can derive the suitable product or + +28 +00:02:29,470 --> 00:02:33,430 +services which we are going to offer for our own + +29 +00:02:33,430 --> 00:02:38,710 +customers. Exactly. So all these can be packaged + +30 +00:02:38,710 --> 00:02:45,190 +in one word which is called Customer Information + +31 +00:02:45,190 --> 00:02:46,130 +and + +32 +00:02:48,580 --> 00:02:49,120 +Knowledge. + +33 +00:02:52,220 --> 00:02:57,000 +Let's ask ourselves about other processes. So if + +34 +00:02:57,000 --> 00:02:58,520 +you are going to collect information and + +35 +00:02:58,520 --> 00:03:01,280 +knowledge, we need to save them, we need to store + +36 +00:03:01,280 --> 00:03:04,440 +them, we need to classify them. Do you think we + +37 +00:03:04,440 --> 00:03:07,820 +are going to classify all this or this big huge amount of + +38 +00:03:07,820 --> 00:03:11,620 +information or data on papers or according to + +39 +00:03:11,620 --> 00:03:17,300 +manual ways? Of course not. We need computers. We + +40 +00:03:17,300 --> 00:03:18,100 +need databases. + +41 +00:03:21,130 --> 00:03:25,050 +We need cell phones to call them. We need faxes. + +42 +00:03:25,950 --> 00:03:31,290 +We need tools, and so on. So let's package these + +43 +00:03:31,290 --> 00:03:35,570 +items under the word what? Technology. Exactly, + +44 +00:03:35,950 --> 00:03:36,510 +technology. + +45 +00:03:39,270 --> 00:03:45,130 +Now, let's now have a look from above on these two + +46 +00:03:45,130 --> 00:03:48,870 +components. The people who are going to collect + +47 +00:03:48,870 --> 00:03:51,790 +information and the people who are going to make + +48 +00:03:51,790 --> 00:03:55,570 +market segmentation. All those people. Do you + +49 +00:03:55,570 --> 00:03:57,450 +think we are going to deal with one person who is + +50 +00:03:57,450 --> 00:04:00,190 +going to make all these actions and duties? Of + +51 +00:04:00,190 --> 00:04:02,910 +course not. So we need a third component which is + +52 +00:04:02,910 --> 00:04:04,070 +called teamwork. + +53 +00:04:06,450 --> 00:04:10,490 +The teamwork refers to members of the team. Each + +54 +00:04:10,490 --> 00:04:13,830 +member has his own or her own responsibilities and + +55 +00:04:13,830 --> 00:04:16,930 +duties. This is called what? People. + +56 +00:04:20,450 --> 00:04:25,150 +So let's summarize. So a successful CRM effort + +57 +00:04:25,150 --> 00:04:29,890 +depends on a combination of people, processes, + +58 +00:04:30,430 --> 00:04:35,410 +technology, knowledge and information. So what we + +59 +00:04:35,410 --> 00:04:39,930 +draw here is just a reflection for the terminology + +60 +00:04:39,930 --> 00:04:44,730 +which is referring to CRM. This is very important. + +61 +00:04:45,750 --> 00:04:50,290 +Now, let's go on to the processes. Customer + +62 +00:04:50,290 --> 00:04:53,910 +Relationship Management Processes. These processes + +63 +00:04:53,910 --> 00:04:58,090 +will begin by something called identifying high + +64 +00:04:58,090 --> 00:05:00,930 +-value prospects. As we said, what's the meaning + +65 +00:05:00,930 --> 00:05:04,630 +of the word prospects? Second, we are going to + +66 +00:05:04,630 --> 00:05:07,890 +learn about the product. So now, we know the + +67 +00:05:07,890 --> 00:05:08,950 +potential consumer. + +68 +00:05:12,690 --> 00:05:15,850 +And then those consumers, they have needs and + +69 +00:05:15,850 --> 00:05:19,190 +these needs can be satisfied by a suitable + +70 +00:05:19,190 --> 00:05:23,290 +product. According to this product, we are going + +71 +00:05:23,290 --> 00:05:30,210 +to advertise and promote it. After that, + +72 +00:05:30,350 --> 00:05:34,620 +we would like to execute sales programs. Later on, + +73 +00:05:35,160 --> 00:05:37,280 +we would like to execute a customer service + +74 +00:05:37,280 --> 00:05:40,660 +program. As we said before, the customer service + +75 +00:05:40,660 --> 00:05:44,340 +program refers to any complaints or problems that + +76 +00:05:44,340 --> 00:05:49,100 +might be encountered by our own customers. Later + +77 +00:05:49,100 --> 00:05:52,060 +on, we are going to develop a customer contact + +78 +00:05:52,060 --> 00:05:56,440 +information system. This system might be databases + +79 +00:05:56,440 --> 00:06:00,360 +about personal information regarding our own + +80 +00:06:00,360 --> 00:06:03,260 +customers. Later on we are going to manage customer + +81 +00:06:03,260 --> 00:06:07,200 +contact teams, when and how we should contact them. + +82 +00:06:07,200 --> 00:06:11,660 +When and how we should contact them. Finally, we + +83 +00:06:11,660 --> 00:06:13,260 +would like to increase the trust and the customer + +84 +00:06:13,260 --> 00:06:16,040 +loyalty, and we will conclude by cross-selling and + +85 +00:06:16,040 --> 00:06:19,520 +upselling of offerings. So these are the sub- + +86 +00:06:19,520 --> 00:06:25,380 +processes of customer relationship management. One + +87 +00:06:25,380 --> 00:06:28,400 +final word, remember I'm not going to ask you in + +88 +00:06:28,400 --> 00:06:31,280 +the midterm exam about the sub-processes. I'm not + +89 +00:06:31,280 --> 00:06:35,080 +going to check your memory. Our questions are + +90 +00:06:35,080 --> 00:06:38,460 +going to be founded on an understanding and + +91 +00:06:38,460 --> 00:06:47,780 +analysis. Clear? Okay, move on. Now let's talk + +92 +00:06:47,780 --> 00:06:50,520 +about the three steps which are required to + +93 +00:06:50,520 --> 00:06:58,920 +leverage CRM. These three steps they began, or it + +94 +00:06:58,920 --> 00:07:03,860 +begins with something called, look at here, + +95 +00:07:03,860 --> 00:07:08,540 +shareholder value driver of cash flow and economic + +96 +00:07:08,540 --> 00:07:16,740 +value added. This word is added: EVA. + +97 +00:07:16,740 --> 00:07:19,820 +Now step number one + +98 +00:07:24,100 --> 00:07:27,940 +is founded on one ideology, is founded on one + +99 +00:07:27,940 --> 00:07:32,740 +thought. This thought is the following. Look at + +100 +00:07:32,740 --> 00:07:32,980 +here. + +101 +00:07:36,760 --> 00:07:41,400 +It is founded on one thought. This ideology is + +102 +00:07:41,400 --> 00:07:45,920 +saying, all the time we have to look at our own + +103 +00:07:45,920 --> 00:07:51,040 +shareholders. The shareholders here, we are + +104 +00:07:51,040 --> 00:07:56,300 +referring to, or it refers to the word Customers. The + +105 +00:07:56,300 --> 00:08:01,400 +customers we are looking at, or we are viewing them as + +106 +00:08:01,400 --> 00:08:01,940 +assets. + +107 +00:08:05,180 --> 00:08:09,520 +What's the meaning of assets? Okay, English. + +108 +00:08:11,260 --> 00:08:17,940 +Company owning like capital, + +109 +00:08:19,060 --> 00:08:24,980 +equipment, buildings, land, and so on. Now let's + +110 +00:08:24,980 --> 00:08:27,380 +ask ourselves this question. Do you think + +111 +00:08:27,380 --> 00:08:30,160 +companies or any sales agency can work or function + +112 +00:08:30,160 --> 00:08:33,220 +without depending on or without using these things? + +113 +00:08:34,240 --> 00:08:37,340 +Technology, machines, equipment, lands, buildings? + +114 +00:08:37,640 --> 00:08:42,440 +No. The same thing here. Sales agencies must look at + +115 +00:08:42,440 --> 00:08:47,860 +the customer as if they are assets. Which means if + +116 +00:08:47,860 --> 00:08:51,560 +this asset is lost, the sales agency will break down. + +117 +00:08:53,570 --> 00:08:57,690 +Okay, this is very important. So the customer who + +118 +00:08:57,690 --> 00:09:02,530 +is the shareholder must be viewed as an asset by any + +119 +00:09:02,530 --> 00:09:07,830 +sales agency. Now, step number one, if you are + +120 +00:09:07,830 --> 00:09:11,250 +going to talk about the assets, this means we are + +121 +00:09:11,250 --> 00:09:16,290 +going to have one major task here. What is this + +122 +00:09:16,290 --> 00:09:24,690 +task? We would like to expand the base of + +123 +00:09:24,690 --> 00:09:29,210 +customers. This is our goal and this is + +124 +00:09:29,210 --> 00:09:35,750 +our major function or major task. If the base is + +125 +00:09:35,750 --> 00:09:42,390 +expanded, this means sales volume will increase. If + +126 +00:09:42,390 --> 00:09:44,530 +the sales volume increases, our profit will + +127 +00:09:44,530 --> 00:09:50,610 +increase as well. This is step number two; we are + +128 +00:09:50,610 --> 00:09:53,940 +going to talk about this later on. So let's sum up. + +129 +00:09:55,140 --> 00:10:00,540 +Therefore, customers are viewed as assets. No + +130 +00:10:00,540 --> 00:10:03,320 +business company, whether it is sales or non-sales, + +131 +00:10:03,420 --> 00:10:07,200 +can function or work without these assets. Second, + +132 +00:10:07,680 --> 00:10:10,460 +CRM's task is to increase shareholders' value by + +133 +00:10:10,460 --> 00:10:14,020 +leveraging the customer base. We would like to expand + +134 +00:10:14,020 --> 00:10:16,880 +it. We would like to reinforce this base. Also, + +135 +00:10:17,440 --> 00:10:20,680 +the market value of the company is the sum of all + +136 +00:10:20,680 --> 00:10:26,400 +current and future customers. Cash flow. Finally, + +137 +00:10:26,600 --> 00:10:29,820 +providing customized solutions. As we said, what + +138 +00:10:29,820 --> 00:10:32,020 +is the meaning of customized solutions? Suitable + +139 +00:10:32,020 --> 00:10:34,460 +products. Exactly, suitable products in marketing, + +140 +00:10:34,460 --> 00:10:38,900 +sales, and customer service continue. If we are + +141 +00:10:38,900 --> 00:10:41,980 +done with step number one, we are going to begin + +142 +00:10:41,980 --> 00:10:48,770 +with step number two, which is, which is profit, and + +143 +00:10:48,770 --> 00:10:52,110 +the profit cannot be maintained without leveraging + +144 +00:10:52,110 --> 00:10:57,350 +or expanding the base of the customer. Step number + +145 +00:10:57,350 --> 00:11:01,010 +two, it says we have to improve the profitability of + +146 +00:11:01,010 --> 00:11:05,610 +customers, seen as a driver of business profit. Also, + +147 +00:11:05,610 --> 00:11:08,930 +the focus on customer selection. Let's focus on + +148 +00:11:08,930 --> 00:11:13,530 +the word customer selection. The customers here, + +149 +00:11:13,850 --> 00:11:17,790 +they are belonging to different backgrounds, and + +150 +00:11:17,790 --> 00:11:20,710 +how we are going to classify them? We can classify + +151 +00:11:20,710 --> 00:11:23,350 +them according to various factors or variables. + +152 +00:11:24,050 --> 00:11:27,890 +Let's talk about this. Number one, a customer may + +153 +00:11:27,890 --> 00:11:30,150 +be classified according to their own level of + +154 +00:11:30,150 --> 00:11:30,510 +income. + +155 +00:11:34,130 --> 00:11:36,430 +Sometimes they might be classified according to + +156 +00:11:36,430 --> 00:11:37,130 +family size. + +157 +00:11:39,830 --> 00:11:41,350 +Sometimes they are going to be classified + +158 +00:11:41,350 --> 00:11:43,490 +according to their location, where they are living, + +159 +00:11:43,490 --> 00:11:47,730 +or something which is called residency. Also, + +160 +00:11:47,730 --> 00:11:49,270 +sometimes they are going to be classified + +161 +00:11:49,270 --> 00:11:51,350 +according to something called marital status. + +162 +00:11:54,830 --> 00:11:57,050 +Also, sometimes they are classified according to + +163 +00:11:57,050 --> 00:12:03,210 +their own age, and so on and so on. These are some + +164 +00:12:03,210 --> 00:12:05,310 +of the principles by which we can classify the + +165 +00:12:05,310 --> 00:12:09,150 +customers. Now let's give examples. Let's talk + +166 +00:12:09,150 --> 00:12:13,770 +about the final one. If you are going to say, how + +167 +00:12:13,770 --> 00:12:17,370 +can we describe the Palestinian people? We can + +168 +00:12:17,370 --> 00:12:19,430 +describe the Palestinian people, I mean regarding + +169 +00:12:19,430 --> 00:12:25,330 +their age. Exactly. Palestinian people are + +170 +00:12:25,330 --> 00:12:28,910 +classified as being young people. Somebody is going + +171 +00:12:28,910 --> 00:12:31,770 +to say, you are not saying something new. No, we + +172 +00:12:31,770 --> 00:12:34,750 +are saying something new. For example, if you are + +173 +00:12:34,750 --> 00:12:37,730 +going to compare the Palestinian age, the average + +174 +00:12:37,730 --> 00:12:39,630 +of the Palestinian age along with the average of + +175 +00:12:39,630 --> 00:12:42,650 +the German age, the German community is classified + +176 +00:12:42,650 --> 00:12:47,730 +as being old. And the Japanese are the same. They are + +177 +00:12:47,730 --> 00:12:52,070 +old also. Now somebody is going to say, so what we + +178 +00:12:52,070 --> 00:12:55,670 +are going to do as a sales agency, if we know that + +179 +00:12:55,670 --> 00:12:58,030 +the Palestinian, or the average of the Palestinian + +180 +00:12:58,030 --> 00:13:03,350 +age is classified as being young, this means our + +181 +00:13:03,350 --> 00:13:07,290 +products which we might think to sell must match + +182 +00:13:07,290 --> 00:13:11,990 +with the needs of young people. This is one thing. A + +183 +00:13:11,990 --> 00:13:13,990 +second thing, if you are going to talk about the level + +184 +00:13:13,990 --> 00:13:18,190 +of income, the level of income in the Palestinian + +185 +00:13:18,190 --> 00:13:22,690 +community, the average is 2000 new Israeli shekels. + +186 +00:13:24,290 --> 00:13:27,750 +Is this a very high level of income? It isn't a + +187 +00:13:27,750 --> 00:13:30,630 +very high level of income. It isn't a very high + +188 +00:13:30,630 --> 00:13:34,570 +level of income. Therefore, if you are having a + +189 +00:13:34,570 --> 00:13:37,150 +sales agency, do you think it is suitable, for + +190 +00:13:37,150 --> 00:13:41,530 +example, to propose or to open a car agency which + +191 +00:13:41,530 --> 00:13:46,150 +is going to sell Mercedes-Benz cars, model 2013? + +192 +00:13:46,710 --> 00:13:50,470 +No. Why? Because this isn't matching the average + +193 +00:13:50,470 --> 00:13:55,030 +of the level of income. The same thing when we are + +194 +00:13:55,030 --> 00:13:57,670 +talking about family size. Generally, + +195 +00:13:58,250 --> 00:14:01,720 +Palestinian families are having big family + +196 +00:14:01,720 --> 00:14:06,060 +sizes. Therefore, their consumption, especially the + +197 +00:14:06,060 --> 00:14:09,660 +consumption of goods, is going to be huge or bigger than + +198 +00:14:09,660 --> 00:14:12,540 +that of other families in other communities. + +199 +00:14:14,040 --> 00:14:17,860 +Third, residency. Is residency influencing the + + +223 +00:15:44,930 --> 00:15:47,690 +textbook, they are providing us with an example + +224 +00:15:47,690 --> 00:15:50,350 +about the British telecom company. They are saying + +225 +00:15:50,350 --> 00:15:53,350 +currently they are dependent on new techniques of + +226 +00:15:53,350 --> 00:15:56,410 +communicating with customers, based on + +227 +00:15:56,410 --> 00:16:00,450 +telemarketing and the internet. Why? Because they + +228 +00:16:00,450 --> 00:16:02,670 +would like to minimize the cost of contacting + +229 +00:16:02,670 --> 00:16:06,410 +customers. Or they would like to minimize face-to- + +230 +00:16:06,410 --> 00:16:09,910 +face selling. This face-to-face selling, what did + +231 +00:16:09,910 --> 00:16:13,170 +we say about it last time? It is the most + +232 +00:16:13,170 --> 00:16:18,410 +expensive tool of selling. Why? Because it is + +233 +00:16:18,410 --> 00:16:22,600 +already dependent on staff members, monthly + +234 +00:16:22,600 --> 00:16:26,580 +salaries, bonuses, insurance, and so on and so + +235 +00:16:26,580 --> 00:16:30,780 +on, training, etc. Therefore, they would like to + +236 +00:16:30,780 --> 00:16:33,360 +minimize the dependence on face-to-face selling. + +237 +00:16:33,860 --> 00:16:36,520 +By this way, they are going to contribute to the + +238 +00:16:36,520 --> 00:16:40,300 +increased level of profit, more than the cost. + +239 +00:16:41,920 --> 00:16:45,300 +What is the third step? The third step is sales + +240 +00:16:45,300 --> 00:16:49,970 +driver of revenue. This is a driver of revenue. It + +241 +00:16:49,970 --> 00:16:54,930 +means CRM viewed as a tool. A tool for what? To + +242 +00:16:54,930 --> 00:16:57,870 +achieve a bigger customer share through cross- + +243 +00:16:57,870 --> 00:17:00,870 +selling, upselling, finding new solutions to + +244 +00:17:00,870 --> 00:17:03,950 +customers that could be packaged as new offerings. + +245 +00:17:05,170 --> 00:17:10,710 +Focus here. New solutions. We are going to give + +246 +00:17:10,710 --> 00:17:14,760 +exams now about the new solutions. Remember, the + +247 +00:17:14,760 --> 00:17:17,320 +new solutions here, as Fatima said, are suitable + +248 +00:17:17,320 --> 00:17:21,720 +products for problems and troubles and needs that + +249 +00:17:21,720 --> 00:17:26,220 +might be encountered by customers or people. So + +250 +00:17:26,220 --> 00:17:29,020 +these are briefly the major three steps by which + +251 +00:17:29,020 --> 00:17:33,620 +we can upgrade or leverage the CRM. Any questions? + +252 +00:17:33,760 --> 00:17:39,140 +Any comments about this? Any questions? Let's go to + +253 +00:17:39,140 --> 00:17:43,730 +another topic, which is very important also. If you + +254 +00:17:43,730 --> 00:17:47,350 +are going, or if somebody is going to ask you, how + +255 +00:17:47,350 --> 00:17:50,030 +many types of sales do we have? How many types of sales? Mainly. Mainly. + +256 +00:17:50,030 --> 00:17:58,210 +Three. Hanin, what are they? Product, solution, and + +257 +00:17:58,590 --> 00:18:02,190 +value. Exactly. Product, this is number one. The + +258 +00:18:06,970 --> 00:18:09,750 +second, which Hanin talked about, solution. The + +259 +00:18:09,750 --> 00:18:13,540 +third is value. Now, would you mind talking about + +260 +00:18:13,540 --> 00:18:14,280 +product sales? + +261 +00:18:21,200 --> 00:18:28,860 +Can you + +262 +00:18:28,860 --> 00:18:33,280 +give us examples of products or services that + +263 +00:18:33,280 --> 00:18:34,920 +can be classified as product sales? + +264 +00:18:38,220 --> 00:18:44,350 +For example, vegetables, meat, clothes, cellphones, + +265 +00:18:45,390 --> 00:18:48,430 +chairs. All these are classified as what? + +266 +00:18:49,230 --> 00:18:54,490 +Product sales. Be careful here. Product sales are + +267 +00:18:54,490 --> 00:19:03,970 +consumed products. When we are saying the word "consumed," this means + +268 +00:19:03,970 --> 00:19:07,030 +individuals + +269 +00:19:07,030 --> 00:19:07,990 +who + +270 +00:19:12,070 --> 00:19:15,810 +cannot live without them. Exactly, basic needs. + +271 +00:19:18,110 --> 00:19:21,510 +Like the pens which you are writing with, like the + +272 +00:19:21,510 --> 00:19:24,250 +paper which you are writing on, like the bags + +273 +00:19:24,250 --> 00:19:26,810 +which you are carrying, like the clothes which you + +274 +00:19:26,810 --> 00:19:30,210 +are wearing. And so on. Like the food + +275 +00:19:30,210 --> 00:19:33,170 +and the drinks. Can we survive without them? We + +276 +00:19:33,170 --> 00:19:39,890 +cannot. This means they are product sales. Okay, + +277 +00:19:40,910 --> 00:19:43,710 +now, in product sales, we would like to compare it + +278 +00:19:43,710 --> 00:19:45,570 +regarding these variables. Let's begin with + +279 +00:19:45,570 --> 00:19:47,930 +something called sales argument. The word "sales + +280 +00:19:47,930 --> 00:19:51,810 +argument" here means sales thought, thought or + +281 +00:19:51,810 --> 00:19:55,190 +idea. So the sales idea behind product sales + +282 +00:19:55,190 --> 00:19:57,790 +means we are going to look for the best product. + +283 +00:19:58,570 --> 00:20:02,790 +Let's give examples. But before giving examples, + +284 +00:20:02,950 --> 00:20:06,830 +let's talk about all of them. Number two, we are + +285 +00:20:06,830 --> 00:20:09,620 +talking about the profile of the salesperson. The + +286 +00:20:09,620 --> 00:20:12,100 +characteristics of the seller; he or she must be a + +287 +00:20:12,100 --> 00:20:16,580 +product expert. In other words, the seller knows + +288 +00:20:16,580 --> 00:20:19,740 +everything about the product which he is selling. + +289 +00:20:21,340 --> 00:20:24,620 +Regarding customer contacts; in aerospace, in + +290 +00:20:24,620 --> 00:20:28,340 +other words, sales companies will say, we do not + +291 +00:20:28,340 --> 00:20:31,820 +know, or we do not need to widen our contacts with + +292 +00:20:31,820 --> 00:20:35,180 +the customer. Why? Because the customer needs it. + +293 +00:20:35,200 --> 00:20:39,420 +Exactly. Excellent, because they are consumed + +294 +00:20:39,420 --> 00:20:42,980 +products, which means we are going to buy + +295 +00:20:42,980 --> 00:20:45,900 +something today, but tomorrow we are going to re- + +296 +00:20:45,900 --> 00:20:48,820 +buy it again. On the third day, we are going + +297 +00:20:48,820 --> 00:20:51,800 +to re-buy it again. Therefore, they are + +298 +00:20:51,800 --> 00:20:54,880 +consumed products, and customers need them + +299 +00:20:54,880 --> 00:21:00,180 +regularly and continuously. Therefore, we are not + +300 +00:21:00,180 --> 00:21:03,060 +going to beg the customers to come and buy from + +301 +00:21:03,060 --> 00:21:06,940 +us; their need will force them to come and buy + +302 +00:21:06,940 --> 00:21:11,600 +from our own products. Therefore, the scope of + +303 +00:21:11,600 --> 00:21:15,640 +contacts is classified as narrow. The final or + +304 +00:21:15,640 --> 00:21:17,920 +the fourth thing is offering; we are referring to + +305 +00:21:17,920 --> 00:21:20,860 +the best products with competitive prices. All the + +306 +00:21:20,860 --> 00:21:26,060 +time we are looking for quality along with cost or + +307 +00:21:26,060 --> 00:21:28,480 +the price of the product. Or finally, the success + +308 +00:21:28,480 --> 00:21:31,520 +factors are product excellence and cost leadership + +309 +00:21:31,520 --> 00:21:36,540 +as we said. As we said. Look here. If you are + +310 +00:21:36,540 --> 00:21:39,900 +going to buy a cell phone, we are going to enter + +311 +00:21:39,900 --> 00:21:43,510 +any store in Gaza; you are going to find various + +312 +00:21:43,510 --> 00:21:46,110 +products of cell phones. The one and the most + +313 +00:21:46,110 --> 00:21:49,050 +famous one is Nokia, + +314 +00:21:50,190 --> 00:21:57,690 +Samsung, Apple, etc. Generally, we have an idea + +315 +00:21:57,690 --> 00:22:01,270 +which says Nokia products are classified as + +316 +00:22:01,270 --> 00:22:05,710 +being a very good product which has high + +317 +00:22:05,710 --> 00:22:09,510 +standards of quality along with a reasonable price. + +318 +00:22:10,650 --> 00:22:14,370 +Samsung products are excellent, but their price is still + +319 +00:22:14,370 --> 00:22:16,930 +high now, especially if we are talking about Galaxy + +320 +00:22:16,930 --> 00:22:20,350 +Samsung; it's expensive. It is more than 2000 Israeli + +321 +00:22:20,350 --> 00:22:23,290 +shekels. Before a while, what did we say? + +322 +00:22:24,010 --> 00:22:28,330 +The average income is 20,000 or sorry, 2000 Israeli + +323 +00:22:28,330 --> 00:22:31,870 +shekels. And Apple is also very expensive. + +324 +00:22:32,630 --> 00:22:35,810 +Therefore, the choice will fall on Nokia. + +325 +00:22:37,360 --> 00:22:40,100 +It is affordable and at the same time it has + +326 +00:22:40,100 --> 00:22:45,240 +high standards of quality. Now, always remember + +327 +00:22:45,240 --> 00:22:48,460 +whenever we are going to ask about Nokia, the + +328 +00:22:48,460 --> 00:22:52,720 +seller is classified as an expert. He or she is going + +329 +00:22:52,720 --> 00:22:55,220 +to tell you the specifications of + +330 +00:22:55,220 --> 00:22:59,360 +this cell phone and also he or she is + +331 +00:22:59,360 --> 00:23:01,560 +able to answer any question that might be raised + +332 +00:23:01,560 --> 00:23:04,790 +by you regarding price, specifications, + +333 +00:23:05,070 --> 00:23:09,590 +maintenance, insurance, and so on. So all these are + +334 +00:23:09,590 --> 00:23:14,090 +examples of product sales, which are the widest in + +335 +00:23:14,090 --> 00:23:20,770 +the Gaza market. Which are the widest. Now, are we + +336 +00:23:20,770 --> 00:23:23,990 +talking about another type of sales? Yes. Let's + +337 +00:23:23,990 --> 00:23:27,870 +talk about something called solution sales. The + +338 +00:23:27,870 --> 00:23:31,210 +solution sales; sometimes it is for + +339 +00:23:31,210 --> 00:23:36,540 +individuals and sometimes for organizations. + +340 +00:23:39,700 --> 00:23:45,580 +Now, in solution sales, we are talking about + +341 +00:23:45,580 --> 00:23:49,440 +a problem. Therefore, generally, in the language, + +342 +00:23:49,680 --> 00:23:52,060 +whenever we are going to write this word down, + +343 +00:23:52,240 --> 00:23:55,160 +"solution," this means we have to write another word + +344 +00:23:55,160 --> 00:23:58,620 +for it, which is, as we said before, the + +345 +00:23:58,620 --> 00:24:01,460 +problem can be represented by the word "need." + +346 +00:24:04,480 --> 00:24:09,960 +Let's give an example. Now, in 2006, the Israeli + +347 +00:24:09,960 --> 00:24:13,680 +occupation decided to bombard the main + +348 +00:24:13,680 --> 00:24:19,200 +electricity generating station in Gaza. Since this + +349 +00:24:19,200 --> 00:24:22,080 +bombing, Gaza has been suffering from + +350 +00:24:22,080 --> 00:24:25,120 +a shortage of electricity. Until now, we are + +351 +00:24:25,120 --> 00:24:30,200 +suffering. Now, we are at the end of 2012. Now, + +352 +00:24:31,000 --> 00:24:34,660 +after this bombing, the people, who are the + +353 +00:24:34,660 --> 00:24:37,920 +customers, they began to suffer from a shortage of + +354 +00:24:37,920 --> 00:24:41,860 +electricity. Now, sales agencies began to think + +355 +00:24:41,860 --> 00:24:45,560 +about how to overcome this problem. They + +356 +00:24:45,560 --> 00:24:52,520 +offered generators. Exactly. Therefore, + +357 +00:24:53,360 --> 00:24:58,040 +from 2007 until now, we have seen in + +358 +00:24:58,040 --> 00:25:00,820 +the Gazan streets and markets a big + +359 +00:25:00,820 --> 00:25:02,560 +dependence on a product called + +360 +00:25:02,560 --> 00:25:08,610 +generators. But before 2006, we didn't see even + +361 +00:25:08,610 --> 00:25:11,970 +one generator. Why? Because the problem wasn't + +362 +00:25:11,970 --> 00:25:16,690 +present before that date. But after 2006, we + +363 +00:25:16,690 --> 00:25:21,490 +began encountering this problem. The same thing + +364 +00:25:21,490 --> 00:25:24,050 +applies to air conditioners. For example, air conditioners. This year in Gaza's + +365 +00:25:24,050 --> 00:25:29,220 +market, despite the shortage of + +366 +00:25:29,220 --> 00:25:31,160 +electricity, sales increased by + +367 +00:25:31,160 --> 00:25:34,640 +more than 30%. Someone might wonder why? + +368 +00:25:34,640 --> 00:25:39,960 +Because of the unbearable summer heat. Our + +369 +00:25:40,640 --> 00:25:44,800 +summer was very, very hot. Is this a problem? It's + +370 +00:25:44,800 --> 00:25:50,460 +a problem encountered by households and people. + +371 +00:25:53,420 --> 00:25:56,350 +So what is the solution? To go and buy + +372 +00:25:56,350 --> 00:26:00,010 +an AC, even though we are suffering from + +373 +00:26:00,010 --> 00:26:05,610 +electricity shortages. Now, regarding ACs and + +374 +00:26:05,610 --> 00:26:11,470 +generators, let's ask: The + +375 +00:26:11,470 --> 00:26:13,710 +generators here; if you are talking about + +376 +00:26:13,710 --> 00:26:16,430 +various versions of this product, are they + +377 +00:26:16,430 --> 00:26:20,130 +available? Yes, most are Chinese. Others, + +378 +00:26:20,850 --> 00:26:22,790 +sometimes you find British, sometimes + +379 +00:26:22,790 --> 00:26:26,430 +German, etc. Chinese generators are cheap, but their + +380 +00:26:26,430 --> 00:26:30,490 +quality is very low. Now, if you are talking + +381 +00:26:30,490 --> 00:26:34,190 +about ACs, look here. Some ACs + +382 +00:26:34,190 --> 00:26:37,890 +consume too much electricity. Other ACs + +383 +00:26:38,800 --> 00:26:42,700 +are designed or manufactured to + +384 +00:26:42,700 --> 00:26:46,340 +consume the least amount of electricity, like + +385 +00:26:46,340 --> 00:26:50,020 +Samsung. Now look here. If you are going to buy + +386 +00:26:50,020 --> 00:26:56,800 +a Samsung one-ton AC, for example, its price is + +387 +00:26:56,800 --> 00:27:03,120 +about, read, three thousand Israeli shekels. If + +388 +00:27:03,120 --> 00:27:06,760 +you would like to buy other types of ACs, their + +389 +00:27:06,760 --> 00:27:12,640 +price is less than 2000 Israeli shekels. + +390 +00:27:14,020 --> 00:27:17,440 +But if you compare the electricity consumption + +391 +00:27:17,440 --> 00:27:19,700 +between these types, you are going to + +392 +00:27:19,700 --> 00:27:23,600 +find that Samsung is the winner. But it is more + +393 +00:27:23,600 --> 00:27:27,240 +expensive. Now, whenever we are dealing with + +394 +00:27:27,240 --> 00:27:30,160 +these solutions and alternatives, we are + +395 +00:27:30,160 --> 00:27:33,160 +going to ask ourselves, what do we need? + +396 +00:27:33,680 --> 00:27:36,320 +Or what is the best solution? Which will + +397 +00:27:36,320 --> 00:27:39,480 +achieve, once again, quality along with a + +398 +00:27:39,480 --> 00:27:43,700 +reasonable price or low cost. It's up to you to + +399 +00:27:43,700 --> 00:27:48,640 +choose the best solution. Therefore, solutions to + +400 +00:27:48,640 --> 00:27:53,120 +your needs, solution providers, functional or + +401 +00:27:53,120 --> 00:27:57,020 +departmental. The word "function," be careful. We + +402 +00:27:57,020 --> 00:27:59,400 +are referring to the people who are + +403 +00:27:59,400 --> 00:28:01,580 +functioning, who are working, who have the + +404 +00:28:01,580 --> 00:28:06,520 +technical knowledge about this item. Now look + +405 +00:28:06,520 --> 00:28:10,010 +here. In product sales, we are not referring to + +406 +00:28:10,010 --> 00:28:13,690 +something called "functional." Narrow contacts; we + +407 +00:28:13,690 --> 00:28:15,950 +deal with the customers as if they are one. + +408 +00:28:17,250 --> 00:28:20,010 +Why? Because they share common + +409 +00:28:20,010 --> 00:28:23,790 +needs and use common products. But here, the situation + +410 +00:28:23,790 --> 00:28:26,830 +is different. Therefore, we have to divide + +411 +00:28:26,830 --> 00:28:30,450 +ourselves into groups who understand + +412 +00:28:30,450 --> 00:28:33,810 +a specific technical area related to this solution + +413 +00:28:33,810 --> 00:28:38,350 +or that one. Related to this solution or that one. + +414 +00:28:39,660 --> 00:28:42,060 +Third, products and service solutions to customer + +415 +00:28:42,060 --> 00:28:44,800 +needs. And finally, understanding the customer's + +416 +00:28:44,800 --> 00:28:48,060 +needs. All these are considered solution + +417 +00:28:48,060 --> 00:28:52,240 +sets. Another example to make the picture clearer. + +418 +00:28:53,100 --> 00:28:5 + +445 +00:30:38,900 --> 00:30:45,020 +sub solutions. Cars with + +446 +00:30:45,020 --> 00:30:48,320 +different models. + +447 +00:30:51,380 --> 00:30:55,680 +In other words, can we purchase a jeep? You can. + +448 +00:30:56,440 --> 00:30:59,620 +Can we purchase a moderate car? You can. Can we + +449 +00:30:59,620 --> 00:31:03,720 +purchase a small car? We can. The best choice here + +450 +00:31:03,720 --> 00:31:08,410 +is to look for a small car. With its engine, for + +451 +00:31:08,410 --> 00:31:14,670 +example, its engine 2,000 or 1,250. Its + +452 +00:31:14,670 --> 00:31:17,730 +consumption for gas every day going and returning + +453 +00:31:17,730 --> 00:31:24,430 +is about 18 Israeli shekel. The 18 Israeli shekel + +454 +00:31:24,430 --> 00:31:30,270 +is cheaper than 10% or 10 shekel. Someone is + +455 +00:31:30,270 --> 00:31:33,830 +going to say, how do we know this information? We + +456 +00:31:33,830 --> 00:31:35,970 +are talking about functions or departments. Who + +457 +00:31:35,970 --> 00:31:39,890 +are having technical and specified knowledge + +458 +00:31:39,890 --> 00:31:42,190 +about the engines of the cars and alternative + +459 +00:31:42,190 --> 00:31:46,810 +solutions. Yes. This is the way. Therefore, this + +460 +00:31:46,810 --> 00:31:52,350 +is called what? Solution sales. Clear? Yes. Let's + +461 +00:31:52,350 --> 00:31:55,490 +go to the final, value sales. Go on. When we will + +462 +00:31:55,490 --> 00:31:58,490 +make a comparison between product sales and + +463 +00:31:58,490 --> 00:32:01,450 +solution sales in the profile of sales, product + +464 +00:32:01,450 --> 00:32:05,730 +experts and functional departments, is it the same + +465 +00:32:05,730 --> 00:32:09,770 +or not? No, no, no. The experts here, their + +466 +00:32:09,770 --> 00:32:12,630 +technicality is related to the product itself. In + +467 +00:32:12,630 --> 00:32:15,530 +other words, we are talking about one person. But + +468 +00:32:15,530 --> 00:32:18,970 +here, we are talking about a department. Why? For + +469 +00:32:18,970 --> 00:32:22,670 +example, let's talk about the car. The car it is + +470 +00:32:22,670 --> 00:32:27,070 +or its components are various and many. It has + +471 +00:32:27,070 --> 00:32:31,130 +an engine, it has electricity, it has wheels, it has + +472 +00:32:31,130 --> 00:32:36,060 +a body, it has various specifications. Listen, we + +473 +00:32:36,060 --> 00:32:39,420 +cannot find one person who is going to have a + +474 +00:32:39,420 --> 00:32:41,960 +complete knowledge about this complicated product. + +475 +00:32:42,920 --> 00:32:46,100 +Therefore, they should share in order to create a + +476 +00:32:46,100 --> 00:32:49,980 +department which can provide us with the best + +477 +00:32:49,980 --> 00:32:53,700 +solution. Exactly. Okay? So this is + +478 +00:32:53,700 --> 00:32:57,740 +individualistic, but this is teamwork. This is + +479 +00:32:57,740 --> 00:33:00,500 +very important. The final thing, let's talk about + +480 +00:33:00,500 --> 00:33:03,660 +the value sales. Regarding the value sales, + +481 +00:33:05,600 --> 00:33:08,820 +organizations or these sales are often + +482 +00:33:08,820 --> 00:33:12,660 +purchased by organizations. Be careful with my + +483 +00:33:12,660 --> 00:33:17,520 +language. I am saying value sales are + +484 +00:33:17,520 --> 00:33:21,520 +often purchased by organizations. + +485 +00:33:23,940 --> 00:33:27,020 +These organizations + +486 +00:33:27,020 --> 00:33:29,560 +are going to make a simple formula. The simple + +487 +00:33:29,560 --> 00:33:31,540 +formula is based on something called cost. + +488 +00:33:33,510 --> 00:33:35,110 +Benefit, exactly, analysis. + +489 +00:33:39,870 --> 00:33:42,570 +If they would like or if these organizations need + +490 +00:33:42,570 --> 00:33:45,410 +something, they would like to buy something, + +491 +00:33:45,990 --> 00:33:47,950 +this something will be evaluated according to + +492 +00:33:47,950 --> 00:33:51,530 +these two columns. If the cost is greater than the + +493 +00:33:51,530 --> 00:33:54,530 +benefit which we are going to gain as a purchaser, + +494 +00:33:54,890 --> 00:33:58,750 +then we have to rethink our decision. But if the + +495 +00:33:58,750 --> 00:34:03,170 +benefit is greater, then we will continue and buy. + +496 +00:34:03,170 --> 00:34:07,530 +We will continue and buy, therefore regarding the + +497 +00:34:07,530 --> 00:34:10,690 +sales argument's impact on your business results + +498 +00:34:10,690 --> 00:34:14,090 +because of this I told you the majority are + +499 +00:34:14,090 --> 00:34:19,250 +organizations, also business consultants. We need a + +500 +00:34:19,250 --> 00:34:21,930 +consultant who is going to figure out what is the + +501 +00:34:21,930 --> 00:34:26,170 +best thing which we must purchase, also regarding + +502 +00:34:26,170 --> 00:34:30,130 +the customer contacts at all levels. We might contact + +503 +00:34:30,130 --> 00:34:32,270 +the manager of the organization. We might contact + +504 +00:34:32,270 --> 00:34:35,590 +a sales representative, a public relations officer, + +505 +00:34:35,970 --> 00:34:38,590 +any ordinary person who is working inside this + +506 +00:34:38,590 --> 00:34:41,970 +business company. Offering valuable solutions to + +507 +00:34:41,970 --> 00:34:45,370 +support competitors or finally driving customer + +508 +00:34:45,370 --> 00:34:51,310 +profits and EVA, Economic Value Added. Now let's + +509 +00:34:51,310 --> 00:34:55,310 +give a final example. Imagine you are having a + +510 +00:34:55,310 --> 00:34:59,350 +business company. You, as a business company, you + +511 +00:34:59,350 --> 00:35:02,930 +would like to install, for example, an electronic + +512 +00:35:02,930 --> 00:35:12,470 +database linked with the internet. Now, if you are + +513 +00:35:12,470 --> 00:35:14,610 +going to ask yourself, how many internet service + +514 +00:35:14,610 --> 00:35:16,850 +providers do we have in Gaza? We might have more + +515 +00:35:16,850 --> 00:35:20,210 +than five or six. Yes. How are we going to install + +516 +00:35:20,210 --> 00:35:23,590 +these things? The company might say, or the + +517 +00:35:23,590 --> 00:35:25,590 +business, or you, you are the manager, you might + +518 +00:35:25,590 --> 00:35:29,870 +say, we would like to make bids. Various bids. And + +519 +00:35:29,870 --> 00:35:32,790 +these bids are going to collect information from + +520 +00:35:32,790 --> 00:35:38,530 +the potential sellers regarding quality, price, + +521 +00:35:39,310 --> 00:35:43,190 +installation, brand names, maintenance, and so on. + +522 +00:35:43,910 --> 00:35:47,950 +And experience, and so on. So these bids are going + +523 +00:35:47,950 --> 00:35:50,670 +to provide us with solid information. Later on, we + +524 +00:35:50,670 --> 00:35:53,470 +are going to compare between all the bids which we + +525 +00:35:53,470 --> 00:35:56,360 +will receive. And the one which we are going to + +526 +00:35:56,360 --> 00:36:02,300 +buy is based on cost-benefit analysis. Any + +527 +00:36:02,300 --> 00:36:05,980 +questions? Any comments? Okay, finally I am going + +528 +00:36:05,980 --> 00:36:08,200 +to give you quick questions. I want you to answer + +529 +00:36:08,200 --> 00:36:11,460 +me. Tell me which type of sales we are talking + +530 +00:36:11,460 --> 00:36:16,780 +about. Number one, supermarket. Product. Grocery. + +531 +00:36:17,640 --> 00:36:26,920 +Bakery. Exactly. Cars. Agency. Solution. Audit. + +532 +00:36:28,020 --> 00:36:31,700 +Audit office. And sometimes it can also be a + +533 +00:36:31,700 --> 00:36:33,900 +solution. Especially if you are talking about + +534 +00:36:33,900 --> 00:36:36,400 +theft or corruption. Or something like that. + +535 +00:36:36,740 --> 00:36:41,080 +Sometimes it can be. Okay. Tourism. Office. + +536 +00:36:42,080 --> 00:36:42,600 +Tourism. + +537 +00:36:47,220 --> 00:36:50,320 +One, one, one. And I want her to justify her + +538 +00:36:50,320 --> 00:36:54,580 +answer. Solution office. Sorry, tourism office. + +539 +00:36:55,500 --> 00:37:01,440 +Tourism. Solution, why solution? Because if we + +540 +00:37:01,440 --> 00:37:08,340 +want to go to Saudi Arabia, we don't have our own + +541 +00:37:08,340 --> 00:37:14,780 +plan or our own transportation tool to go. We have + +542 +00:37:14,780 --> 00:37:19,720 +the solution which is tourism offices. Why value? + +543 +00:37:26,250 --> 00:37:26,770 +Okay, + +544 +00:37:37,090 --> 00:37:40,830 +now listen. If you are going to make a pilgrimage + +545 +00:37:40,830 --> 00:37:47,690 +trip, then we are talking about a solution. We are + +546 +00:37:47,690 --> 00:37:50,680 +talking about a solution. If I would like to make a + +547 +00:37:50,680 --> 00:37:54,620 +picnic journey to France or the UK or Egypt, we might + +548 +00:37:54,620 --> 00:37:57,980 +classify it to be value. What is the cost which we + +549 +00:37:57,980 --> 00:37:59,700 +are going to pay for this trip and what is the + +550 +00:37:59,700 --> 00:38:02,540 +benefit which we will gain from it? It might be. + +551 +00:38:03,340 --> 00:38:07,320 +Okay. So from now on, we would like to think of + +552 +00:38:07,320 --> 00:38:10,920 +sales according to these three major types. One of + +553 +00:38:10,920 --> 00:38:13,080 +them is called product. A second is called + +554 +00:38:13,080 --> 00:38:16,520 +solution. A third is called value. Therefore, next + +555 +00:38:16,520 --> 00:38:18,460 +time I'm going to provide you with an assignment. + +556 +00:38:19,220 --> 00:38:22,660 +The assignment is the following. I want you to + +557 +00:38:22,660 --> 00:38:29,420 +list down, list down four examples from each type + +558 +00:38:29,420 --> 00:38:36,780 +of sales. Four examples. It doesn't matter, + +559 +00:38:36,940 --> 00:38:41,600 +anything. Therefore, listen, if there is any kind of + +560 +00:38:41,600 --> 00:38:43,520 +ambiguity, like what happened now when we talked + +561 +00:38:43,520 --> 00:38:46,060 +about tourism, I want you to write a sentence or + +562 +00:38:46,060 --> 00:38:51,160 +two to justify it. Exactly. Clear? This is the + +563 +00:38:51,160 --> 00:38:55,040 +second assignment in this semester. Draw a small + +564 +00:38:55,040 --> 00:38:59,280 +table and classify it into three columns: Product, + +565 +00:38:59,700 --> 00:39:02,600 +solution and value. And give me four examples + +566 +00:39:02,600 --> 00:39:07,800 +under each column. Any questions? Any comments? So + +567 +00:39:07,800 --> 00:39:10,520 +we are done today? We are done. Thank you very + +568 +00:39:10,520 --> 00:39:10,780 +much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..f0930807fe8148e7509dea7f0dffb59848f88e57 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_postprocess.srt @@ -0,0 +1,2272 @@ +1 +00:00:21,130 --> 00:00:21,910 +Okay, good morning. + +2 +00:00:24,690 --> 00:00:28,190 +Today we will go on with what we started last + +3 +00:00:28,190 --> 00:00:31,130 +time. Last time we provided you with two + +4 +00:00:31,130 --> 00:00:34,570 +definitions. One of them was BDM and the second + +5 +00:00:34,570 --> 00:00:38,790 +was? CRM. Okay, today we are going to study the + +6 +00:00:38,790 --> 00:00:45,290 +third. It's called CRM. So CRM, it is a + +7 +00:00:45,290 --> 00:00:49,310 +comprehensive set. Comprehensive set of what? Of + +8 +00:00:49,310 --> 00:00:56,220 +processes. These processes will be founded or they + +9 +00:00:56,220 --> 00:00:59,860 +will be dependent on technologies for managing + +10 +00:00:59,860 --> 00:01:03,280 +relationships with potential and current customers + +11 +00:01:03,280 --> 00:01:08,660 +and other business partners. Therefore, if you are + +12 +00:01:08,660 --> 00:01:11,700 +going to go once again to the word which is called + +13 +00:01:11,700 --> 00:01:15,800 +processes, we would like to analyze them. How we + +14 +00:01:15,800 --> 00:01:19,430 +are going to analyze them? Look at here. If we + +15 +00:01:19,430 --> 00:01:22,890 +would like to establish a successful CRM, this + +16 +00:01:22,890 --> 00:01:25,030 +means we are going to need something called + +17 +00:01:25,030 --> 00:01:28,970 +personal information. + +18 +00:01:31,010 --> 00:01:34,230 +This personal information, it will include number + +19 +00:01:34,230 --> 00:01:38,330 +one, names of the customers. + +20 +00:01:42,870 --> 00:01:46,950 +B, it will include addresses of the customers. + +21 +00:01:50,240 --> 00:01:57,260 +C, it will include cell phones, number, telephone, + +22 +00:01:58,620 --> 00:02:05,820 +emails and etc. Do we need other information? Yes, + +23 +00:02:06,060 --> 00:02:08,880 +we need. This information also, it will include + +24 +00:02:08,880 --> 00:02:16,240 +problems of the customers. With the word problems + +25 +00:02:16,240 --> 00:02:19,930 +here, be careful. It is substitutive with the word + +26 +00:02:19,930 --> 00:02:24,750 +needs. Exactly. According to these needs or + +27 +00:02:24,750 --> 00:02:29,470 +problems, we can derive the suitable product or + +28 +00:02:29,470 --> 00:02:33,430 +services which we are going to offer for our own + +29 +00:02:33,430 --> 00:02:38,710 +customers. Exactly. So all these can be packaged + +30 +00:02:38,710 --> 00:02:45,190 +in one word which is called Lock Information + +31 +00:02:45,190 --> 00:02:46,130 +and + +32 +00:02:48,580 --> 00:02:49,120 +Knowledge. + +33 +00:02:52,220 --> 00:02:57,000 +Let's ask ourselves about other processes. So if + +34 +00:02:57,000 --> 00:02:58,520 +you are going to collect information and + +35 +00:02:58,520 --> 00:03:01,280 +knowledge, we need to save them, we need to store + +36 +00:03:01,280 --> 00:03:04,440 +them, we need to classify them. Do you think we + +37 +00:03:04,440 --> 00:03:07,820 +are going to classify all this or this big huge of + +38 +00:03:07,820 --> 00:03:11,620 +information or data on papers or according to + +39 +00:03:11,620 --> 00:03:17,300 +manual ways? Of course not. We need computers. We + +40 +00:03:17,300 --> 00:03:18,100 +need databases. + +41 +00:03:21,130 --> 00:03:25,050 +We need cell phones to call them. We need faxes. + +42 +00:03:25,950 --> 00:03:31,290 +We need tells, and so on. So let's package these + +43 +00:03:31,290 --> 00:03:35,570 +items under the word what? Technology. Exactly, + +44 +00:03:35,950 --> 00:03:36,510 +technology. + +45 +00:03:39,270 --> 00:03:45,130 +Now, let's now have a look from above on these two + +46 +00:03:45,130 --> 00:03:48,870 +components. The people who are going to collect + +47 +00:03:48,870 --> 00:03:51,790 +information and the people who are going to make + +48 +00:03:51,790 --> 00:03:55,570 +market segmentation. All those people. Do you + +49 +00:03:55,570 --> 00:03:57,450 +think we are going to deal with one person who is + +50 +00:03:57,450 --> 00:04:00,190 +going to make all these actions and duties? Of + +51 +00:04:00,190 --> 00:04:02,910 +course not. So we need a third component which is + +52 +00:04:02,910 --> 00:04:04,070 +called teamwork. + +53 +00:04:06,450 --> 00:04:10,490 +The teamwork refers to members of the team. Each + +54 +00:04:10,490 --> 00:04:13,830 +member has his own or her own responsibilities and + +55 +00:04:13,830 --> 00:04:16,930 +duties. This is called what? People. + +56 +00:04:20,450 --> 00:04:25,150 +So let's summarize. So a successful CRM efforts + +57 +00:04:25,150 --> 00:04:29,890 +depends on a combination of people, processes, + +58 +00:04:30,430 --> 00:04:35,410 +technology, knowledge and information. So what we + +59 +00:04:35,410 --> 00:04:39,930 +draw here is just a reflection for the terminology + +60 +00:04:39,930 --> 00:04:44,730 +which is referring to CRM. This is very important. + +61 +00:04:45,750 --> 00:04:50,290 +Now, let's go on to the processes. Customer + +62 +00:04:50,290 --> 00:04:53,910 +Relationship Managing Processes. These processes + +63 +00:04:53,910 --> 00:04:58,090 +will begin by something called identifying high + +64 +00:04:58,090 --> 00:05:00,930 +-value prospects. As we said, what's the meaning + +65 +00:05:00,930 --> 00:05:04,630 +of the word prospects? Second, we are going to + +66 +00:05:04,630 --> 00:05:07,890 +learn about the product. So now, we know the + +67 +00:05:07,890 --> 00:05:08,950 +potential consumer. + +68 +00:05:12,690 --> 00:05:15,850 +And then those consumers, they have needs and + +69 +00:05:15,850 --> 00:05:19,190 +these needs can be satisfied by a suitable + +70 +00:05:19,190 --> 00:05:23,290 +product. According to this product, we are going + +71 +00:05:23,290 --> 00:05:30,210 +to advertise and promote it. After that, + +72 +00:05:30,350 --> 00:05:34,620 +we would like to execute sales programs. Later on, + +73 +00:05:35,160 --> 00:05:37,280 +we would like to execute a customer service + +74 +00:05:37,280 --> 00:05:40,660 +program. As we said before, the customer service + +75 +00:05:40,660 --> 00:05:44,340 +program refers to any complaints or problems that + +76 +00:05:44,340 --> 00:05:49,100 +might be encountered by our own customers. Later + +77 +00:05:49,100 --> 00:05:52,060 +on, we are going to develop a customer contact + +78 +00:05:52,060 --> 00:05:56,440 +information system. This system might be databases + +79 +00:05:56,440 --> 00:06:00,360 +about personal information regarding our own + +80 +00:06:00,360 --> 00:06:03,260 +customer later on we are going to manage customer + +81 +00:06:03,260 --> 00:06:07,200 +contact teams when and how we should contact them + +82 +00:06:07,200 --> 00:06:11,660 +when and how we should contact them finally we + +83 +00:06:11,660 --> 00:06:13,260 +would like to increase the trust and the customer + +84 +00:06:13,260 --> 00:06:16,040 +loyalty and we will conclude by cross selling and + +85 +00:06:16,040 --> 00:06:19,520 +upselling of offerings so these are the sub + +86 +00:06:19,520 --> 00:06:25,380 +processes of customer relationship management One + +87 +00:06:25,380 --> 00:06:28,400 +final word, remember I'm not going to ask you in + +88 +00:06:28,400 --> 00:06:31,280 +the midterm exam about the sub processes. I'm not + +89 +00:06:31,280 --> 00:06:35,080 +going to check your memory. Our questions are + +90 +00:06:35,080 --> 00:06:38,460 +going to be founded on an understanding and + +91 +00:06:38,460 --> 00:06:47,780 +analysis. Clear? Okay, move on. Now let's talk + +92 +00:06:47,780 --> 00:06:50,520 +about the three steps which are required to + +93 +00:06:50,520 --> 00:06:58,920 +leverage CRM. These three steps they began or it + +94 +00:06:58,920 --> 00:07:03,860 +begins with something called look at here + +95 +00:07:03,860 --> 00:07:08,540 +shareholder value driver of cash flow and economic + +96 +00:07:08,540 --> 00:07:16,740 +value added added this word is added EVA + +97 +00:07:16,740 --> 00:07:19,820 +now step number one + +98 +00:07:24,100 --> 00:07:27,940 +is founded on one ideology, is founded on one + +99 +00:07:27,940 --> 00:07:32,740 +thought. This thought is the following. Look at + +100 +00:07:32,740 --> 00:07:32,980 +here. + +101 +00:07:36,760 --> 00:07:41,400 +It is founded on one thought. This ideology is + +102 +00:07:41,400 --> 00:07:45,920 +saying, all the time we have to look at our own + +103 +00:07:45,920 --> 00:07:51,040 +shareholder. The shareholders here, we are + +104 +00:07:51,040 --> 00:07:56,300 +referring or it refers to the word Customers. The + +105 +00:07:56,300 --> 00:08:01,400 +customers we are looking or we are viewing them as + +106 +00:08:01,400 --> 00:08:01,940 +assets. + +107 +00:08:05,180 --> 00:08:09,520 +What's the meaning of assets? Okay, English. + +108 +00:08:11,260 --> 00:08:17,940 +Company owning like capital, + +109 +00:08:19,060 --> 00:08:24,980 +equipment, buildings, land and so on. Now let's + +110 +00:08:24,980 --> 00:08:27,380 +ask ourselves this question. Do you think + +111 +00:08:27,380 --> 00:08:30,160 +companies or any sales agency can work or function + +112 +00:08:30,160 --> 00:08:33,220 +without dependent or without using these things? + +113 +00:08:34,240 --> 00:08:37,340 +Technology, machines, equipment, lands, buildings? + +114 +00:08:37,640 --> 00:08:42,440 +No. The same thing here. Sales agency must look at + +115 +00:08:42,440 --> 00:08:47,860 +the customer as if they are assets. Which means if + +116 +00:08:47,860 --> 00:08:51,560 +this asset is lost, sales agency will break down. + +117 +00:08:53,570 --> 00:08:57,690 +Okay, this is very important. So the customer who + +118 +00:08:57,690 --> 00:09:02,530 +is the shareholder must be viewed as assets by any + +119 +00:09:02,530 --> 00:09:07,830 +sales agency. Now, step number one, if you are + +120 +00:09:07,830 --> 00:09:11,250 +going to talk about the assets, this means we are + +121 +00:09:11,250 --> 00:09:16,290 +going to have one major task here. What is this + +122 +00:09:16,290 --> 00:09:24,690 +task? We would like to expand, read the base, of + +123 +00:09:24,690 --> 00:09:29,210 +customer or customers this is our goal and this is + +124 +00:09:29,210 --> 00:09:35,750 +our major function or major task if the base is + +125 +00:09:35,750 --> 00:09:42,390 +expanded this means sales volume will increase if + +126 +00:09:42,390 --> 00:09:44,530 +the sales volume increased our profit will + +127 +00:09:44,530 --> 00:09:50,610 +increase as well this is step number two we are + +128 +00:09:50,610 --> 00:09:53,940 +going to talk about this later on So let's sum up. + +129 +00:09:55,140 --> 00:10:00,540 +Therefore, customers are viewed as assets. No + +130 +00:10:00,540 --> 00:10:03,320 +business company, either it is sales or non-sales, + +131 +00:10:03,420 --> 00:10:07,200 +can function or work without these assets. Second, + +132 +00:10:07,680 --> 00:10:10,460 +CRM's task is to increase shareholders' value by + +133 +00:10:10,460 --> 00:10:14,020 +leveraging customer base. We would like to expand + +134 +00:10:14,020 --> 00:10:16,880 +it. We would like to reinforce this base. Also, + +135 +00:10:17,440 --> 00:10:20,680 +the market value of the company is the sum of all + +136 +00:10:20,680 --> 00:10:26,400 +current and future customers. Cash flow. Finally, + +137 +00:10:26,600 --> 00:10:29,820 +providing customized solutions. As we said, what + +138 +00:10:29,820 --> 00:10:32,020 +is the meaning of customized solutions? Suitable + +139 +00:10:32,020 --> 00:10:34,460 +products. Exactly, suitable products in marketing + +140 +00:10:34,460 --> 00:10:38,900 +sales and customer service continue. If we are + +141 +00:10:38,900 --> 00:10:41,980 +done with step number one, we are going to begin + +142 +00:10:41,980 --> 00:10:48,770 +with step number two, which is which is profit and + +143 +00:10:48,770 --> 00:10:52,110 +the profit cannot be maintained without leveraging + +144 +00:10:52,110 --> 00:10:57,350 +or expanding the base of the customer step number + +145 +00:10:57,350 --> 00:11:01,010 +two it says we have to improve profitability of + +146 +00:11:01,010 --> 00:11:05,610 +customers seen as a driver of business profit also + +147 +00:11:05,610 --> 00:11:08,930 +the focus on the customer selection let's focus on + +148 +00:11:08,930 --> 00:11:13,530 +the word customer selection The customer here, + +149 +00:11:13,850 --> 00:11:17,790 +they are belonging to different backgrounds. And + +150 +00:11:17,790 --> 00:11:20,710 +how we are going to classify them? We can classify + +151 +00:11:20,710 --> 00:11:23,350 +them according to various factors or variables. + +152 +00:11:24,050 --> 00:11:27,890 +Let's talk about this. Number one, a customer may + +153 +00:11:27,890 --> 00:11:30,150 +be classified according to their own level of + +154 +00:11:30,150 --> 00:11:30,510 +income. + +155 +00:11:34,130 --> 00:11:36,430 +Sometimes they might be classified according to + +156 +00:11:36,430 --> 00:11:37,130 +the family size. + +157 +00:11:39,830 --> 00:11:41,350 +Sometimes they are going to be classified + +158 +00:11:41,350 --> 00:11:43,490 +according to their location where they are living + +159 +00:11:43,490 --> 00:11:47,730 +or something which is called residency. Also + +160 +00:11:47,730 --> 00:11:49,270 +sometimes they are going to be classified + +161 +00:11:49,270 --> 00:11:51,350 +according to something called marital status. + +162 +00:11:54,830 --> 00:11:57,050 +Also sometimes they are classified according to + +163 +00:11:57,050 --> 00:12:03,210 +their own age and so on and so on. These are some + +164 +00:12:03,210 --> 00:12:05,310 +of the principles by which we can classify the + +165 +00:12:05,310 --> 00:12:09,150 +customers. Now let's give examples. Let's talk + +166 +00:12:09,150 --> 00:12:13,770 +about the final one. If you are going to say, how + +167 +00:12:13,770 --> 00:12:17,370 +can we describe the Palestinian people? We can + +168 +00:12:17,370 --> 00:12:19,430 +describe the Palestinian people, I mean regarding + +169 +00:12:19,430 --> 00:12:25,330 +the age. Exactly. Palestinian people are + +170 +00:12:25,330 --> 00:12:28,910 +classified to be young people. Somebody is going + +171 +00:12:28,910 --> 00:12:31,770 +to say, you are not saying something new. No, we + +172 +00:12:31,770 --> 00:12:34,750 +are saying something new. For example, if you are + +173 +00:12:34,750 --> 00:12:37,730 +going to compare the Palestinian age, the average + +174 +00:12:37,730 --> 00:12:39,630 +of the Palestinian age along with the average of + +175 +00:12:39,630 --> 00:12:42,650 +the German age, the German community is classified + +176 +00:12:42,650 --> 00:12:47,730 +to be old. And the Japanese is the same. They are + +177 +00:12:47,730 --> 00:12:52,070 +old also. Now somebody is going to say, so what we + +178 +00:12:52,070 --> 00:12:55,670 +are going to do as a sales agency, if we know that + +179 +00:12:55,670 --> 00:12:58,030 +the Palestinian or the average of the Palestinian + +180 +00:12:58,030 --> 00:13:03,350 +age is classified to be young, this means our + +181 +00:13:03,350 --> 00:13:07,290 +products which we might think to sell must match + +182 +00:13:07,290 --> 00:13:11,990 +with the needs of the young. This is one thing. A + +183 +00:13:11,990 --> 00:13:13,990 +second thing, if you are going to talk about level + +184 +00:13:13,990 --> 00:13:18,190 +of income, the level of income in Palestinian + +185 +00:13:18,190 --> 00:13:22,690 +community, the average is 2000 new Israeli shekel. + +186 +00:13:24,290 --> 00:13:27,750 +Is this a very high level of income? It isn't a + +187 +00:13:27,750 --> 00:13:30,630 +very high level of income. It isn't a very high + +188 +00:13:30,630 --> 00:13:34,570 +level of income. Therefore, if you are having a + +189 +00:13:34,570 --> 00:13:37,150 +sales agency, do you think it is suitable, for + +190 +00:13:37,150 --> 00:13:41,530 +example, to propose or to open a car agency which + +191 +00:13:41,530 --> 00:13:46,150 +is going to sell Mercedes Benz cars model 2013? + +192 +00:13:46,710 --> 00:13:50,470 +No. Why? Because this isn't matching the average + +193 +00:13:50,470 --> 00:13:55,030 +of the level of income. The same thing when we are + +194 +00:13:55,030 --> 00:13:57,670 +talking about the family size. Generally, + +195 +00:13:58,250 --> 00:14:01,720 +Palestinian people, they are having big family + +196 +00:14:01,720 --> 00:14:06,060 +size. Therefore, their consumption especially the + +197 +00:14:06,060 --> 00:14:09,660 +consuming goods is going to be huge or bigger than + +198 +00:14:09,660 --> 00:14:12,540 +the other families in the other communities. + +199 +00:14:14,040 --> 00:14:17,860 +Third, residency. Is residency influencing the + +200 +00:14:17,860 --> 00:14:21,590 +decision of purchasing and selling? Yes. For + +201 +00:14:21,590 --> 00:14:25,290 +example, in Gaza City, we are having a stereotype, + +202 +00:14:25,870 --> 00:14:28,450 +or this stereotype is saying that people who are + +203 +00:14:28,450 --> 00:14:31,750 +going to live in remote areas, they are going to + +204 +00:14:31,750 --> 00:14:36,110 +have a better level or standard of income and + +205 +00:14:36,110 --> 00:14:40,450 +living. Therefore, if you are going to weigh or + +206 +00:14:40,450 --> 00:14:43,750 +compare the cost of the products in this area, it + +207 +00:14:43,750 --> 00:14:46,570 +is going to be more expensive than the cost of the + +208 +00:14:46,570 --> 00:14:49,810 +same product in other areas, like Nusairat Refugee + +209 +00:14:49,810 --> 00:14:54,990 +Camp or Magazi or Rafah. Yes? Also, if we would + +210 +00:14:54,990 --> 00:14:58,190 +like to compare the areas within Gaza City, we can + +211 +00:14:58,190 --> 00:15:01,930 +say that the cheapest market in Gaza City is a + +212 +00:15:01,930 --> 00:15:04,550 +market which is called Al-Zawiyah Market. I think + +213 +00:15:04,550 --> 00:15:08,300 +you know it. It is full of cheap products and + +214 +00:15:08,300 --> 00:15:11,660 +goods. But the same product, if you are going to + +215 +00:15:11,660 --> 00:15:14,440 +buy it from other areas in Gaza, it is going to be + +216 +00:15:14,440 --> 00:15:18,380 +more expensive. So we are giving you realistic + +217 +00:15:18,380 --> 00:15:22,120 +examples from our real life. Therefore, these + +218 +00:15:22,120 --> 00:15:25,980 +factors, they or we should use them in order to + +219 +00:15:25,980 --> 00:15:30,000 +classify our own customer and to select them. This + +220 +00:15:30,000 --> 00:15:35,630 +is very important. Okay, by this way, we are going + +221 +00:15:35,630 --> 00:15:39,530 +to begin organizing and identifying the driver of + +222 +00:15:39,530 --> 00:15:44,930 +our own business. Here the authors of our + +223 +00:15:44,930 --> 00:15:47,690 +textbook, they are providing us with an example + +224 +00:15:47,690 --> 00:15:50,350 +about the British telecom company. They are saying + +225 +00:15:50,350 --> 00:15:53,350 +currently they are dependent on new techniques of + +226 +00:15:53,350 --> 00:15:56,410 +communicating with customers. based on + +227 +00:15:56,410 --> 00:16:00,450 +telemarketing and internet. Why? Because they + +228 +00:16:00,450 --> 00:16:02,670 +would like to minimize the cost of contacting + +229 +00:16:02,670 --> 00:16:06,410 +customers. Or they would like to minimize face-to + +230 +00:16:06,410 --> 00:16:09,910 +-face selling. This face-to-face selling, what did + +231 +00:16:09,910 --> 00:16:13,170 +we say about it last time? It is the most + +232 +00:16:13,170 --> 00:16:18,410 +expensive tool of selling. Why? Because it is + +233 +00:16:18,410 --> 00:16:22,600 +already dependent on staff members, monthly + +234 +00:16:22,600 --> 00:16:26,580 +salaries, bonuses, insurances, and so on and so + +235 +00:16:26,580 --> 00:16:30,780 +on, training, etc. Therefore, they would like to + +236 +00:16:30,780 --> 00:16:33,360 +minimize the dependence on face-to-face selling. + +237 +00:16:33,860 --> 00:16:36,520 +By this way, they are going to contribute to the + +238 +00:16:36,520 --> 00:16:40,300 +increased level of profit, more than the cost. + +239 +00:16:41,920 --> 00:16:45,300 +What is the third step? The third step is sales + +240 +00:16:45,300 --> 00:16:49,970 +driver of revenue. This is a driver of revenue. It + +241 +00:16:49,970 --> 00:16:54,930 +means CRM viewed as a tool. A tool for what? To + +242 +00:16:54,930 --> 00:16:57,870 +achieve bigger customer share through cross + +243 +00:16:57,870 --> 00:17:00,870 +-selling, upselling, finding a new solution to + +244 +00:17:00,870 --> 00:17:03,950 +customers that could be packaged as new offerings. + +245 +00:17:05,170 --> 00:17:10,710 +Focus here. New solution. We are going to give + +246 +00:17:10,710 --> 00:17:14,760 +exams now. about the new solution. Remember, the + +247 +00:17:14,760 --> 00:17:17,320 +new solution here, as Fatim said, is suitable + +248 +00:17:17,320 --> 00:17:21,720 +products for problems and troubles and needs that + +249 +00:17:21,720 --> 00:17:26,220 +might be encountered by customers or people. So + +250 +00:17:26,220 --> 00:17:29,020 +these are briefly the major three steps by which + +251 +00:17:29,020 --> 00:17:33,620 +we can upgrade or leverage the CRM. Any question? + +252 +00:17:33,760 --> 00:17:39,140 +Any comments about this? Any question? Let's go to + +253 +00:17:39,140 --> 00:17:43,730 +another topic which is very important also. If you + +254 +00:17:43,730 --> 00:17:47,350 +are going or if somebody is going to ask you, how + +255 +00:17:47,350 --> 00:17:50,030 +many types of sale or how many types of sales do + +256 +00:17:50,030 --> 00:17:58,210 +we have? How many types of sale? Mainly. Mainly. + +257 +00:17:58,590 --> 00:18:02,190 +Three. Hanin, what are they? Product, solution and + +258 +00:18:02,190 --> 00:18:06,970 +value. Exactly. Product, this is number one. The + +259 +00:18:06,970 --> 00:18:09,750 +second which Hanin talked about, solution. The + +260 +00:18:09,750 --> 00:18:13,540 +third. Value. Now, would you mind to talk about + +261 +00:18:13,540 --> 00:18:14,280 +the product sales? + +262 +00:18:21,200 --> 00:18:28,860 +Can you + +263 +00:18:28,860 --> 00:18:33,280 +give us example about products or services that + +264 +00:18:33,280 --> 00:18:34,920 +can be classified to be product sales? + +265 +00:18:38,220 --> 00:18:44,350 +For example, vegetables Meat. Clothes. Cellphones. + +266 +00:18:45,390 --> 00:18:48,430 +Chairs. All these are classified to be what? + +267 +00:18:49,230 --> 00:18:54,490 +Product sales. Be careful here. The product sales + +268 +00:18:54,490 --> 00:19:03,970 +they are consuming or consumed products. When we + +269 +00:19:03,970 --> 00:19:07,030 +are saying the word consumed this means + +270 +00:19:07,030 --> 00:19:07,990 +individuals + +271 +00:19:12,070 --> 00:19:15,810 +Cannot live without them. Exactly, basic needs. + +272 +00:19:18,110 --> 00:19:21,510 +Like the pens which you are writing with. Like the + +273 +00:19:21,510 --> 00:19:24,250 +papers which you are writing on. Like the bags + +274 +00:19:24,250 --> 00:19:26,810 +which you are carrying. Like the clothes which you + +275 +00:19:26,810 --> 00:19:30,210 +are covering our bodies. And so on. Like the food + +276 +00:19:30,210 --> 00:19:33,170 +and the drinks. Can we survive without them? We + +277 +00:19:33,170 --> 00:19:39,890 +cannot. This means they are product sales. Okay, + +278 +00:19:40,910 --> 00:19:43,710 +now the product sales, we would like to compare it + +279 +00:19:43,710 --> 00:19:45,570 +regarding these variables. Let's begin with + +280 +00:19:45,570 --> 00:19:47,930 +something called sales argument. The word sales + +281 +00:19:47,930 --> 00:19:51,810 +argument here, it means sales thought. Thought or + +282 +00:19:51,810 --> 00:19:55,190 +idea. So the sales idea behind the product sales + +283 +00:19:55,190 --> 00:19:57,790 +means we are going to look for the best product. + +284 +00:19:58,570 --> 00:20:02,790 +Let's give example. But before giving example, + +285 +00:20:02,950 --> 00:20:06,830 +let's talk about all of them. Number two, we are + +286 +00:20:06,830 --> 00:20:09,620 +talking about the profile of sales. The + +287 +00:20:09,620 --> 00:20:12,100 +characteristic of the seller, he or she must be a + +288 +00:20:12,100 --> 00:20:16,580 +product expert. In other words, the seller knows + +289 +00:20:16,580 --> 00:20:19,740 +everything about the product which he is selling. + +290 +00:20:21,340 --> 00:20:24,620 +Regarding the customer contacts in aerospace, in + +291 +00:20:24,620 --> 00:20:28,340 +other words, sales companies will say, we do not + +292 +00:20:28,340 --> 00:20:31,820 +know or we do not need to widen our contacts with + +293 +00:20:31,820 --> 00:20:35,180 +the customer. Why? Because the customer needs it. + +294 +00:20:35,200 --> 00:20:39,420 +Exactly. Excellent, because they are consumed + +295 +00:20:39,420 --> 00:20:42,980 +products, which means we are going to buy + +296 +00:20:42,980 --> 00:20:45,900 +something today, but tomorrow we are going to re + +297 +00:20:45,900 --> 00:20:48,820 +-buy it once again. On the third day, we are going + +298 +00:20:48,820 --> 00:20:51,800 +to re-buy it once again. Therefore, they are + +299 +00:20:51,800 --> 00:20:54,880 +consumed products and customers need them + +300 +00:20:54,880 --> 00:21:00,180 +regularly and continuously. Therefore, we are not + +301 +00:21:00,180 --> 00:21:03,060 +going to beg the customers to come and to buy from + +302 +00:21:03,060 --> 00:21:06,940 +us. their need will force them to come and to buy + +303 +00:21:06,940 --> 00:21:11,600 +from our own products. Therefore, the space of + +304 +00:21:11,600 --> 00:21:15,640 +contacts is classified to be narrow. The final or + +305 +00:21:15,640 --> 00:21:17,920 +the fourth thing offering, we are referring to + +306 +00:21:17,920 --> 00:21:20,860 +best products with competitive prices. All the + +307 +00:21:20,860 --> 00:21:26,060 +time we are looking for quality along with cost or + +308 +00:21:26,060 --> 00:21:28,480 +the price of the product. Or finally, the success + +309 +00:21:28,480 --> 00:21:31,520 +factors of product excellence and cost leadership + +310 +00:21:31,520 --> 00:21:36,540 +as we said. As we said. Look at here. If you are + +311 +00:21:36,540 --> 00:21:39,900 +going to buy a cell phone, we are going to enter + +312 +00:21:39,900 --> 00:21:43,510 +any store in Gaza. you are going to find various + +313 +00:21:43,510 --> 00:21:46,110 +products of cell phones. The one and the most + +314 +00:21:46,110 --> 00:21:49,050 +famous one is Nokia, + +315 +00:21:50,190 --> 00:21:57,690 +Samsung, Apple, etc. Generally, we have an idea + +316 +00:21:57,690 --> 00:22:01,270 +which is saying Nokia products are classified to + +317 +00:22:01,270 --> 00:22:05,710 +be a very good product which is having a high + +318 +00:22:05,710 --> 00:22:09,510 +standards of quality along with reasonable price. + +319 +00:22:10,650 --> 00:22:14,370 +Samsung, they are excellent, but their price still + +320 +00:22:14,370 --> 00:22:16,930 +now, especially if we are talking about Galaxy + +321 +00:22:16,930 --> 00:22:20,350 +Samsung, it's expensive. It is more than 2000 in + +322 +00:22:20,350 --> 00:22:23,290 +Israeli Shekel. Before a while, what did we say? + +323 +00:22:24,010 --> 00:22:28,330 +The average income is 20,000 or sorry 2000 in + +324 +00:22:28,330 --> 00:22:31,870 +Israeli Shekel. And Apple also is very expensive. + +325 +00:22:32,630 --> 00:22:35,810 +Therefore, the choice is going to fall on Nokia. + +326 +00:22:37,360 --> 00:22:40,100 +It is affordable and at the same time it has + +327 +00:22:40,100 --> 00:22:45,240 +standards of quality. Now, all the time remember + +328 +00:22:45,240 --> 00:22:48,460 +whenever we are going to ask about Nokia, the + +329 +00:22:48,460 --> 00:22:52,720 +seller, he is classified to be expert. He is going + +330 +00:22:52,720 --> 00:22:55,220 +or she is going to tell you the specification of + +331 +00:22:55,220 --> 00:22:59,360 +this cellphone and also she is going or she is + +332 +00:22:59,360 --> 00:23:01,560 +able to answer any question that might be raised + +333 +00:23:01,560 --> 00:23:04,790 +by you. regarding price, specification, + +334 +00:23:05,070 --> 00:23:09,590 +maintenance, insurance and so on. So all these are + +335 +00:23:09,590 --> 00:23:14,090 +examples of product sales, which is the widest in + +336 +00:23:14,090 --> 00:23:20,770 +Gaza market. Which is the widest. Now do we are or + +337 +00:23:20,770 --> 00:23:23,990 +are we talking about another sales? Yes. Let's + +338 +00:23:23,990 --> 00:23:27,870 +talk about something called solution sales. The + +339 +00:23:27,870 --> 00:23:31,210 +solution sales sometimes it is going to be for + +340 +00:23:31,210 --> 00:23:36,540 +individuals and sometimes for organizations. + +341 +00:23:39,700 --> 00:23:45,580 +Now, the solution says, here we are talking about + +342 +00:23:45,580 --> 00:23:49,440 +a problem. Therefore, generally in the language, + +343 +00:23:49,680 --> 00:23:52,060 +whenever we are going to write this word down, + +344 +00:23:52,240 --> 00:23:55,160 +solution, this means we have to write another word + +345 +00:23:55,160 --> 00:23:58,620 +for it, which is, before a while, we said the + +346 +00:23:58,620 --> 00:24:01,460 +problem can be rewritten through the word need. + +347 +00:24:04,480 --> 00:24:09,960 +Let's give example. Now, in 2006, Israeli + +348 +00:24:09,960 --> 00:24:13,680 +occupation decided to bombard the first + +349 +00:24:13,680 --> 00:24:19,200 +electricity generating station in Gaza. Since this + +350 +00:24:19,200 --> 00:24:22,080 +bombarding accidents, Gaza was suffering from + +351 +00:24:22,080 --> 00:24:25,120 +shortage of electricity. Until now, we are + +352 +00:24:25,120 --> 00:24:30,200 +suffering. Now, we are at the end of 2012. Now, + +353 +00:24:31,000 --> 00:24:34,660 +after this accidents, people Who are the + +354 +00:24:34,660 --> 00:24:37,920 +customers? They began to suffer from shortage of + +355 +00:24:37,920 --> 00:24:41,860 +electricity. Now, sales agencies began to think + +356 +00:24:41,860 --> 00:24:45,560 +how we are going to overcome this problem. They + +357 +00:24:45,560 --> 00:24:52,520 +offered this word. Generators. Exactly. Therefore, + +358 +00:24:53,360 --> 00:24:58,040 +beyond or in 2007 up to now, we began seeing in + +359 +00:24:58,040 --> 00:25:00,820 +the Gazan streets and the Gazan markets a big + +360 +00:25:00,820 --> 00:25:02,560 +dependence on a product which is called + +361 +00:25:02,560 --> 00:25:08,610 +generators. But before 2006, we didn't see even + +362 +00:25:08,610 --> 00:25:11,970 +one generator. Why? Because the problem wasn't + +363 +00:25:11,970 --> 00:25:16,690 +witnessed before this date. But after 2006, we + +364 +00:25:16,690 --> 00:25:21,490 +began encountering this problem. The same thing + +365 +00:25:21,490 --> 00:25:24,050 +here. Whenever we are going to talk about for + +366 +00:25:24,050 --> 00:25:29,220 +example ACs, air conditioners, This year in Gaza + +367 +00:25:29,220 --> 00:25:31,160 +market when in spite of the shortage of + +368 +00:25:31,160 --> 00:25:34,640 +electricity, they see sales increased with about + +369 +00:25:34,640 --> 00:25:39,960 +more than 30%. Somebody is going to wonder why? + +370 +00:25:40,640 --> 00:25:44,800 +Because of the unbearable weather of summer. Our + +371 +00:25:44,800 --> 00:25:50,460 +summer was very very hot. Is this a problem? It's + +372 +00:25:50,460 --> 00:25:52,900 +a problem encountered by home customers of people. + +373 +00:25:53,420 --> 00:25:56,350 +So what is the solution? to go and to run and to + +374 +00:25:56,350 --> 00:26:00,010 +buy AC even though we are suffering from + +375 +00:26:00,010 --> 00:26:05,610 +electricity shortage. Now regarding the ACs and + +376 +00:26:05,610 --> 00:26:11,470 +regarding the generators, let's now ask The + +377 +00:26:11,470 --> 00:26:13,710 +generator here, if you are going to talk about + +378 +00:26:13,710 --> 00:26:16,430 +various versions of this product, are they + +379 +00:26:16,430 --> 00:26:20,130 +available? Yes, the majority are Chinese. Others, + +380 +00:26:20,850 --> 00:26:22,790 +sometimes you are going to find British, sometimes + +381 +00:26:22,790 --> 00:26:26,430 +German, etc. Chinese, they are cheap, but their + +382 +00:26:26,430 --> 00:26:30,490 +quality is very low. Now, if you are going to talk + +383 +00:26:30,490 --> 00:26:34,190 +about the ACs, look at here. Some of the ACs, they + +384 +00:26:34,190 --> 00:26:37,890 +are consuming too much electricity. Other ACs, + +385 +00:26:38,800 --> 00:26:42,700 +They are installed or manufactured in order to + +386 +00:26:42,700 --> 00:26:46,340 +consume the latest amount of electricity, like + +387 +00:26:46,340 --> 00:26:50,020 +Samsung. Now look at here. If you are going to buy + +388 +00:26:50,020 --> 00:26:56,800 +for example AC Samsung, one ton, its price is + +389 +00:26:56,800 --> 00:27:03,120 +about, read, three thousand Israeli shekels. If + +390 +00:27:03,120 --> 00:27:06,760 +you would like to buy other types of ACs, their + +391 +00:27:06,760 --> 00:27:12,640 +price is less than 2,000 in the Israeli Shekel. + +392 +00:27:14,020 --> 00:27:17,440 +But if you compare the consumption of electricity + +393 +00:27:17,440 --> 00:27:19,700 +between this type and this type, you are going to + +394 +00:27:19,700 --> 00:27:23,600 +find that the winner is Samsung. But it is more + +395 +00:27:23,600 --> 00:27:27,240 +expensive. Now, whenever we are going to deal with + +396 +00:27:27,240 --> 00:27:30,160 +these solutions, with these alternatives, we are + +397 +00:27:30,160 --> 00:27:33,160 +going to run and ask ourselves, what do we need? + +398 +00:27:33,680 --> 00:27:36,320 +Or what is the best solution? Which is going to + +399 +00:27:36,320 --> 00:27:39,480 +achieve once again equality along with a + +400 +00:27:39,480 --> 00:27:43,700 +reasonable price or low cost. It's up to you to + +401 +00:27:43,700 --> 00:27:48,640 +pick up the best solution. Therefore, solution to + +402 +00:27:48,640 --> 00:27:53,120 +your needs, solution provider, functional or + +403 +00:27:53,120 --> 00:27:57,020 +department. The word here function, be careful. We + +404 +00:27:57,020 --> 00:27:59,400 +are returning back to the people who are + +405 +00:27:59,400 --> 00:28:01,580 +functioning, who are working, who have the + +406 +00:28:01,580 --> 00:28:06,520 +technical knowledge about this item. Now, look at + +407 +00:28:06,520 --> 00:28:10,010 +here. In the product, We are not referring to + +408 +00:28:10,010 --> 00:28:13,690 +something called functional. Narrow contacts, we + +409 +00:28:13,690 --> 00:28:15,950 +are dealing with the customers as if they are one. + +410 +00:28:17,250 --> 00:28:20,010 +Why? Because they are participating in common + +411 +00:28:20,010 --> 00:28:23,790 +needs, in common products. But here, the situation + +412 +00:28:23,790 --> 00:28:26,830 +is different. Therefore, we have to divide + +413 +00:28:26,830 --> 00:28:30,450 +ourselves into individuals who are understanding + +414 +00:28:30,450 --> 00:28:33,810 +in a very technical area related to this solution + +415 +00:28:33,810 --> 00:28:38,350 +or that one. Related to this solution or that one. + +416 +00:28:39,660 --> 00:28:42,060 +Third, products and service solutions to customer + +417 +00:28:42,060 --> 00:28:44,800 +needs. And finally, understanding the customer's + +418 +00:28:44,800 --> 00:28:48,060 +needs. All these are considered to be solution + +419 +00:28:48,060 --> 00:28:52,240 +sets. Another example to make the image clearer. + +420 +00:28:53,100 --> 00:28:55,900 +Let's give a personal example about the solution. + +421 +00:28:56,980 --> 00:29:00,420 +Now, for example, at the time being, I'm living in + +422 +00:29:00,420 --> 00:29:06,860 +Khanon's area. I'm coming to Gaza every day, five + +423 +00:29:06,860 --> 00:29:13,350 +times. per week. The five times per week + +424 +00:29:13,350 --> 00:29:15,830 +multiplied by four weeks per month. Then we are + +425 +00:29:15,830 --> 00:29:20,110 +talking about twenty. Twenty times. The twenty + +426 +00:29:20,110 --> 00:29:22,210 +times we are talking about going and returning + +427 +00:29:22,210 --> 00:29:25,890 +back. Then twenty multiplied by extra two. Then we + +428 +00:29:25,890 --> 00:29:31,270 +are talking about eighty. Each time we are talking + +429 +00:29:31,270 --> 00:29:35,210 +about thirty kilometers multiplied by eighty. Then + +430 +00:29:35,210 --> 00:29:36,010 +we are talking about + +431 +00:29:39,620 --> 00:29:45,300 +kilometer convert them into gas gas benzene so we + +432 +00:29:45,300 --> 00:29:50,080 +are talking about this + +433 +00:29:50,080 --> 00:29:52,740 +is the price of each liter then we are going to + +434 +00:29:52,740 --> 00:29:56,640 +have this number is this a solution to come to my + +435 +00:29:56,640 --> 00:30:00,080 +work and return back to home yes but is this the + +436 +00:30:00,080 --> 00:30:04,260 +only one no but what is the second solution this + +437 +00:30:04,260 --> 00:30:05,040 +is the second solution + +438 +00:30:08,750 --> 00:30:13,630 +Public transportation. I am coming here, 10 new + +439 +00:30:13,630 --> 00:30:18,230 +Israeli shekel multiplied by 5 times. We are + +440 +00:30:18,230 --> 00:30:24,150 +talking about 15. 15 multiplied by 20. Then we are + +441 +00:30:24,150 --> 00:30:26,250 +talking about how much? 1000? + +442 +00:30:30,030 --> 00:30:33,690 +Almost, something like that. Anyway, let's return + +443 +00:30:33,690 --> 00:30:35,530 +back to the solution. This is solution number 1 + +444 +00:30:35,530 --> 00:30:38,900 +and this is solution number 2. This solution has + +445 +00:30:38,900 --> 00:30:45,020 +sub solutions. Cars with + +446 +00:30:45,020 --> 00:30:48,320 +different models. + +447 +00:30:51,380 --> 00:30:55,680 +In other words, can we purchase a jeep? You can. + +448 +00:30:56,440 --> 00:30:59,620 +Can we purchase a moderate car? You can. Can we + +449 +00:30:59,620 --> 00:31:03,720 +purchase a small car? We can. The best choice here + +450 +00:31:03,720 --> 00:31:08,410 +is to look for a small car. With its engine, for + +451 +00:31:08,410 --> 00:31:14,670 +example, its engine 2,000 or 1,250. Its + +452 +00:31:14,670 --> 00:31:17,730 +consumption for gas every day going and retaining + +453 +00:31:17,730 --> 00:31:24,430 +is about 18 Israeli shekel. The 18 Israeli shekel + +454 +00:31:24,430 --> 00:31:30,270 +is cheaper than 10% or 10 shekel. Somebody is + +455 +00:31:30,270 --> 00:31:33,830 +going to say, how do we know this information? We + +456 +00:31:33,830 --> 00:31:35,970 +are talking about functions or departments. Who + +457 +00:31:35,970 --> 00:31:39,890 +are? having technical and specified knowledge + +458 +00:31:39,890 --> 00:31:42,190 +about the engines of the cars and alternative + +459 +00:31:42,190 --> 00:31:46,810 +solutions. Yes. This is the way. Therefore, this + +460 +00:31:46,810 --> 00:31:52,350 +is called what? Solution sales. Clear? Yes. Let's + +461 +00:31:52,350 --> 00:31:55,490 +go to the final, value sales. Go on. When we will + +462 +00:31:55,490 --> 00:31:58,490 +make a comparison between product sales and + +463 +00:31:58,490 --> 00:32:01,450 +solution sales in profile of sales, product + +464 +00:32:01,450 --> 00:32:05,730 +experts and functional department, is it the same + +465 +00:32:05,730 --> 00:32:09,770 +or not? No, no, no. The experts here, their + +466 +00:32:09,770 --> 00:32:12,630 +technicality is related to the product itself. In + +467 +00:32:12,630 --> 00:32:15,530 +other words, we are talking about one person. But + +468 +00:32:15,530 --> 00:32:18,970 +here, we are talking about department. Why? For + +469 +00:32:18,970 --> 00:32:22,670 +example, let's talk about the car. The car it is + +470 +00:32:22,670 --> 00:32:27,070 +or its components are various and many. It has + +471 +00:32:27,070 --> 00:32:31,130 +engine, it has electricity, it has wheels, it has + +472 +00:32:31,130 --> 00:32:36,060 +body, it has various specifications. Listen, we + +473 +00:32:36,060 --> 00:32:39,420 +cannot find one person who is going to have a + +474 +00:32:39,420 --> 00:32:41,960 +complete knowledge about this complicated product. + +475 +00:32:42,920 --> 00:32:46,100 +Therefore, they should share in order to create a + +476 +00:32:46,100 --> 00:32:49,980 +department which can provide us with a best + +477 +00:32:49,980 --> 00:32:53,700 +solution. Exactly. Okay? So this is + +478 +00:32:53,700 --> 00:32:57,740 +individualistic, but this is teamwork. This is + +479 +00:32:57,740 --> 00:33:00,500 +very important. The final thing, let's talk about + +480 +00:33:00,500 --> 00:33:03,660 +the value sales. Regarding the value sales, + +481 +00:33:05,600 --> 00:33:08,820 +Organizations or these sales often they are + +482 +00:33:08,820 --> 00:33:12,660 +purchased by organizations. Be careful to my + +483 +00:33:12,660 --> 00:33:17,520 +language. I am saying value sales they are + +484 +00:33:17,520 --> 00:33:21,520 +purchased often by organizations. + +485 +00:33:23,940 --> 00:33:27,020 +These organizations + +486 +00:33:27,020 --> 00:33:29,560 +they are going to make simple formula. The simple + +487 +00:33:29,560 --> 00:33:31,540 +formula is based on something called cost. + +488 +00:33:33,510 --> 00:33:35,110 +Benefit, exactly, analysis. + +489 +00:33:39,870 --> 00:33:42,570 +If they would like or if these organizations, they + +490 +00:33:42,570 --> 00:33:45,410 +need something, they would like to buy something, + +491 +00:33:45,990 --> 00:33:47,950 +this something will be evaluated according to + +492 +00:33:47,950 --> 00:33:51,530 +these two columns. If the cost is greater than the + +493 +00:33:51,530 --> 00:33:54,530 +benefit which we are going to gain as a purchaser, + +494 +00:33:54,890 --> 00:33:58,750 +then we have to rethink our decision. But if the + +495 +00:33:58,750 --> 00:34:03,170 +benefit is greater, then we will continue and buy + +496 +00:34:03,170 --> 00:34:07,530 +we will continue and buy therefore regarding the + +497 +00:34:07,530 --> 00:34:10,690 +sales argument impact on your business results + +498 +00:34:10,690 --> 00:34:14,090 +because of this I told you the majority they are + +499 +00:34:14,090 --> 00:34:19,250 +organizations also business consultants we need a + +500 +00:34:19,250 --> 00:34:21,930 +consultant who is going to figure out what is the + +501 +00:34:21,930 --> 00:34:26,170 +best thing which we must purchase also regarding + +502 +00:34:26,170 --> 00:34:30,130 +the customer contacts all levels We might contact + +503 +00:34:30,130 --> 00:34:32,270 +the manager of the organization. We might contact + +504 +00:34:32,270 --> 00:34:35,590 +a sales representative, public relations officer, + +505 +00:34:35,970 --> 00:34:38,590 +any ordinary person who is working inside this + +506 +00:34:38,590 --> 00:34:41,970 +business company. Offering valuable solutions to + +507 +00:34:41,970 --> 00:34:45,370 +support competitors or finally driving customer + +508 +00:34:45,370 --> 00:34:51,310 +profits and EVA, Economic Value Added. Now let's + +509 +00:34:51,310 --> 00:34:55,310 +give a final example. Imagine you are having a + +510 +00:34:55,310 --> 00:34:59,350 +business company. You as a business company, you + +511 +00:34:59,350 --> 00:35:02,930 +would like to install, for example, electronic + +512 +00:35:02,930 --> 00:35:12,470 +database linked with internet. Now, if you are + +513 +00:35:12,470 --> 00:35:14,610 +going to ask yourself, how many internet service + +514 +00:35:14,610 --> 00:35:16,850 +providers do we have in Gaza? We might have more + +515 +00:35:16,850 --> 00:35:20,210 +than five or six. Yes. How are we going to install + +516 +00:35:20,210 --> 00:35:23,590 +these things? The company might say, or the + +517 +00:35:23,590 --> 00:35:25,590 +business, or you, you are the manager, you might + +518 +00:35:25,590 --> 00:35:29,870 +say, we would like to make bid. Various bits. And + +519 +00:35:29,870 --> 00:35:32,790 +these bits are going to collect information from + +520 +00:35:32,790 --> 00:35:38,530 +the potential sellers regarding quality, price, + +521 +00:35:39,310 --> 00:35:43,190 +installation, brand names, maintenance and so on. + +522 +00:35:43,910 --> 00:35:47,950 +And experience and so on. So these bits are going + +523 +00:35:47,950 --> 00:35:50,670 +to provide us with solid information. Later on, we + +524 +00:35:50,670 --> 00:35:53,470 +are going to compare between all the bits which we + +525 +00:35:53,470 --> 00:35:56,360 +will receive. And the one which we are going to + +526 +00:35:56,360 --> 00:36:02,300 +buy it is based on cost-benefit analysis. Any + +527 +00:36:02,300 --> 00:36:05,980 +question? Any comments? Okay, finally I am going + +528 +00:36:05,980 --> 00:36:08,200 +to give you quick questions. I want you to answer + +529 +00:36:08,200 --> 00:36:11,460 +me. Tell me which type of sales we are talking + +530 +00:36:11,460 --> 00:36:16,780 +about. Number one, supermarket. Product. Grocery. + +531 +00:36:17,640 --> 00:36:26,920 +Bakery. Exactly. Cars. Agency. Solution. Audit. + +532 +00:36:28,020 --> 00:36:31,700 +Audit office. And sometimes it can also be + +533 +00:36:31,700 --> 00:36:33,900 +solution. Especially if you are talking about + +534 +00:36:33,900 --> 00:36:36,400 +theft or corruption. Or something like that. + +535 +00:36:36,740 --> 00:36:41,080 +Sometimes it can be here. Okay. Tourism. Office. + +536 +00:36:42,080 --> 00:36:42,600 +Tourism. + +537 +00:36:47,220 --> 00:36:50,320 +One, one, one. And I want her to justify her + +538 +00:36:50,320 --> 00:36:54,580 +answer. Solution office. Sorry, tourism office. + +539 +00:36:55,500 --> 00:37:01,440 +Tourism. Solution, why solution? Because if we + +540 +00:37:01,440 --> 00:37:08,340 +want to go to Saudi Arabia, we haven't our own + +541 +00:37:08,340 --> 00:37:14,780 +plan or our own transportation tool to go. We have + +542 +00:37:14,780 --> 00:37:19,720 +the solution which is tourism offices. Why value? + +543 +00:37:26,250 --> 00:37:26,770 +Okay, + +544 +00:37:37,090 --> 00:37:40,830 +now listen. If you are going to make a pilgrim + +545 +00:37:40,830 --> 00:37:47,690 +trip, then we are talking about solution. We are + +546 +00:37:47,690 --> 00:37:50,680 +talking about solution. If I would like to make a + +547 +00:37:50,680 --> 00:37:54,620 +picnic journey to France or UK or Egypt, we might + +548 +00:37:54,620 --> 00:37:57,980 +classify it to be value. What is the cost which we + +549 +00:37:57,980 --> 00:37:59,700 +are going to pay for this trip and what is the + +550 +00:37:59,700 --> 00:38:02,540 +benefit which we will gain from it? It might be. + +551 +00:38:03,340 --> 00:38:07,320 +Okay. So from now on, we would like to think of + +552 +00:38:07,320 --> 00:38:10,920 +sales according to these three major types. One of + +553 +00:38:10,920 --> 00:38:13,080 +them is called the product. A second is called + +554 +00:38:13,080 --> 00:38:16,520 +solution. A third is called value. Therefore, next + +555 +00:38:16,520 --> 00:38:18,460 +time I'm going to provide you with an assignment. + +556 +00:38:19,220 --> 00:38:22,660 +The assignment is the following. I want you to + +557 +00:38:22,660 --> 00:38:29,420 +list down, list down four examples from each type + +558 +00:38:29,420 --> 00:38:36,780 +of sales. Four examples. It doesn't matter, + +559 +00:38:36,940 --> 00:38:41,600 +anything. Therefore, listen, if there is kind of + +560 +00:38:41,600 --> 00:38:43,520 +ambiguity, like what happened now when we talked + +561 +00:38:43,520 --> 00:38:46,060 +about tourism, I want you to write a sentence or + +562 +00:38:46,060 --> 00:38:51,160 +two to justify it. Exactly. Clear? This is the + +563 +00:38:51,160 --> 00:38:55,040 +second assignment in this semester. Draw a small + +564 +00:38:55,040 --> 00:38:59,280 +table and classify it into three columns. Product, + +565 +00:38:59,700 --> 00:39:02,600 +solution and value. And give me four examples + +566 +00:39:02,600 --> 00:39:07,800 +under each column. Any questions? Any comments? So + +567 +00:39:07,800 --> 00:39:10,520 +we are done today? We are done. Thank you very + +568 +00:39:10,520 --> 00:39:10,780 +much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..1cc615174643a3ba4ad86b44caeb6fb10a769255 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4977, "start": 21.13, "end": 49.77, "text": " Okay, good morning. Today we will go on with what we started last time. Last time we provided you with two definitions. One of them was BDM and the second was? CRM. Okay, today we are going to study the third. It's called CRM. So CRM, it is a comprehensive set. Comprehensive set of what? 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Therefore, if you are going to go once again to the word which is called processes, we would like to analyze them. How we are going to analyze them? 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would like to establish a successful CRM, this means we are going to need something called personal information. This personal information, it will include number one, names of the customers. 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Yes, we need. This information also, it will include problems of the customers. With the word problems here, be careful.", "tokens": [383, 11, 309, 486, 4090, 2815, 10216, 11, 1230, 11, 19800, 11, 12524, 293, 5183, 13, 1144, 321, 643, 661, 1589, 30, 1079, 11, 321, 643, 13, 639, 1589, 611, 11, 309, 486, 4090, 2740, 295, 264, 4581, 13, 2022, 264, 1349, 2740, 510, 11, 312, 5026, 13], "avg_logprob": -0.2656249902686294, "compression_ratio": 1.5244755244755244, "no_speech_prob": 0.0, "words": [{"start": 110.24, "end": 110.72, "word": " C,", "probability": 0.69189453125}, {"start": 110.94, "end": 111.28, "word": " it", "probability": 0.83203125}, {"start": 111.28, "end": 111.4, "word": " will", "probability": 0.88134765625}, {"start": 111.4, "end": 111.92, "word": " include", "probability": 0.83837890625}, {"start": 111.92, "end": 112.7, "word": " cell", "probability": 0.73876953125}, {"start": 112.7, "end": 113.12, "word": " phones,", "probability": 0.59228515625}, {"start": 115.08, "end": 115.58, "word": " number,", "probability": 0.56201171875}, {"start": 116.62, "end": 117.26, "word": " telephone,", "probability": 0.93798828125}, {"start": 118.62, "end": 119.54, "word": " emails", "probability": 0.8173828125}, {"start": 119.54, "end": 121.8, "word": " and", "probability": 0.47802734375}, {"start": 121.8, "end": 122.12, "word": " etc.", "probability": 0.6611328125}, {"start": 124.0, "end": 124.26, "word": " Do", "probability": 0.9013671875}, {"start": 124.26, "end": 124.42, "word": " we", "probability": 0.9619140625}, {"start": 124.42, "end": 124.62, "word": " need", "probability": 0.92529296875}, {"start": 124.62, "end": 124.88, "word": " other", "probability": 0.853515625}, {"start": 124.88, "end": 125.4, "word": " information?", "probability": 0.8330078125}, {"start": 125.58, "end": 125.82, "word": " Yes,", "probability": 0.93994140625}, {"start": 126.06, "end": 126.2, "word": " we", "probability": 0.95263671875}, {"start": 126.2, "end": 126.46, "word": " need.", "probability": 0.90380859375}, {"start": 127.0, "end": 127.3, "word": " This", "probability": 0.87744140625}, {"start": 127.3, "end": 127.8, "word": " information", "probability": 0.8359375}, {"start": 127.8, "end": 128.14, "word": " also,", "probability": 0.6650390625}, {"start": 128.14, "end": 128.3, "word": " it", "probability": 0.88232421875}, {"start": 128.3, "end": 128.4, "word": " will", "probability": 0.888671875}, {"start": 128.4, "end": 128.88, "word": " include", "probability": 0.82568359375}, {"start": 128.88, "end": 130.14, "word": " problems", "probability": 0.8017578125}, {"start": 130.14, "end": 132.32, "word": " of", "probability": 0.96435546875}, {"start": 132.32, "end": 132.52, "word": " the", "probability": 0.90673828125}, {"start": 132.52, "end": 133.02, "word": " customers.", "probability": 0.82275390625}, {"start": 134.52, "end": 134.68, "word": " With", "probability": 0.50927734375}, {"start": 134.68, "end": 134.8, "word": " the", "probability": 0.64111328125}, {"start": 134.8, "end": 135.26, "word": " word", "probability": 0.8876953125}, {"start": 135.26, "end": 136.24, "word": " problems", "probability": 0.53076171875}, {"start": 136.24, "end": 136.56, "word": " here,", "probability": 0.68505859375}, {"start": 136.66, "end": 136.78, "word": " be", "probability": 0.95068359375}, {"start": 136.78, "end": 137.16, "word": " careful.", "probability": 0.962890625}], "temperature": 1.0}, {"id": 5, "seek": 16613, "start": 137.95, "end": 166.13, "text": " It is substitutive with the word needs. Exactly. According to these needs or problems, we can derive the suitable product or services which we are going to offer for our own customers. Exactly. 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Let's ask ourselves about other processes. So if you are going to collect information and knowledge, we need to save them, we need to store them, we need to classify them. Do you think we are going to classify all this or this big huge of information or data on papers or according to manual ways? Of course not. We need computers. 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We need faxes. We need tells, and so on. So let's package these items under the word what? Technology. Exactly, technology. Now, let's now have a look from above on these two components. 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So a successful CRM efforts depends on a combination of people, processes, technology, knowledge and information. So what we draw here is just a reflection for the terminology which is referring to CRM. This is very important. 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The customers we are looking or we are viewing them as assets. What's the meaning of assets? Okay, English. Company owning like capital, equipment, buildings, land and so on.", "tokens": [16649, 433, 13, 440, 4581, 321, 366, 1237, 420, 321, 366, 17480, 552, 382, 9769, 13, 708, 311, 264, 3620, 295, 9769, 30, 1033, 11, 3669, 13, 13918, 29820, 411, 4238, 11, 5927, 11, 7446, 11, 2117, 293, 370, 322, 13], "avg_logprob": -0.36011905329568045, "compression_ratio": 1.3381294964028776, "no_speech_prob": 0.0, "words": [{"start": 474.36, "end": 475.24, "word": " Customers.", "probability": 0.6663818359375}, {"start": 475.52, "end": 476.3, "word": " The", "probability": 0.33203125}, {"start": 476.3, "end": 476.96, "word": " customers", "probability": 0.841796875}, {"start": 476.96, "end": 477.72, "word": " we", "probability": 0.210205078125}, {"start": 477.72, "end": 478.68, "word": " are", "probability": 0.8916015625}, {"start": 478.68, "end": 479.0, "word": " looking", "probability": 0.87353515625}, {"start": 479.0, "end": 479.38, "word": " or", "probability": 0.72998046875}, {"start": 479.38, "end": 479.52, "word": " we", "probability": 0.47802734375}, {"start": 479.52, "end": 479.72, "word": " are", "probability": 0.921875}, {"start": 479.72, "end": 480.1, "word": " viewing", "probability": 0.6513671875}, {"start": 480.1, "end": 480.64, "word": " them", "probability": 0.888671875}, {"start": 480.64, "end": 481.4, "word": " as", "probability": 0.9384765625}, {"start": 481.4, "end": 481.94, "word": " assets.", "probability": 0.86572265625}, {"start": 485.18, "end": 485.48, "word": " What's", "probability": 0.4449462890625}, {"start": 485.48, "end": 485.5, "word": " the", "probability": 0.6337890625}, {"start": 485.5, "end": 485.6, "word": " meaning", "probability": 0.921875}, {"start": 485.6, "end": 485.74, "word": " of", "probability": 0.97412109375}, {"start": 485.74, "end": 486.0, "word": " assets?", "probability": 0.84716796875}, {"start": 488.54, "end": 488.98, "word": " Okay,", "probability": 0.418701171875}, {"start": 489.22, "end": 489.52, "word": " English.", "probability": 0.9326171875}, {"start": 491.26, "end": 491.7, "word": " Company", "probability": 0.81103515625}, {"start": 491.7, "end": 493.88, "word": " owning", "probability": 0.84423828125}, {"start": 493.88, "end": 495.06, "word": " like", "probability": 0.389892578125}, {"start": 495.06, "end": 497.94, "word": " capital,", "probability": 0.83837890625}, {"start": 499.06, "end": 499.58, "word": " equipment,", "probability": 0.86279296875}, {"start": 499.9, "end": 500.76, "word": " buildings,", "probability": 0.93408203125}, {"start": 501.36, "end": 501.72, "word": " land", "probability": 0.76171875}, {"start": 501.72, "end": 502.8, "word": " and", "probability": 0.66943359375}, {"start": 502.8, "end": 503.0, "word": " so", "probability": 0.9541015625}, {"start": 503.0, "end": 503.2, "word": " on.", "probability": 0.9521484375}], "temperature": 1.0}, {"id": 18, "seek": 53155, "start": 504.46, "end": 531.56, "text": " Now let's ask ourselves this question. Do you think companies or any sales agency can work or function without dependent or without using these things? Technology, machines, equipment, lands, buildings? No. The same thing here. Sales agency must look at the customer as if they are assets. 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So the customer who is the shareholder must be viewed as assets by any sales agency. Now, step number one, if you are going to talk about the assets, this means we are going to have one major task here. What is this task? 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Cash flow. Finally, providing customized solutions. As we said, what is the meaning of customized solutions? Suitable products. Exactly, suitable products in marketing sales and customer service continue. 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And how we are going to classify them? We can classify them according to various factors or variables. Let's talk about this. Number one, a customer may be classified according to their own level of income. 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Also sometimes they are going to be classified according to something called marital status. Also sometimes they are classified according to their own age and so on and so on. These are some of the principles by which we can classify the customers. Now let's give examples.", "tokens": [4803, 436, 366, 516, 281, 312, 20627, 4650, 281, 641, 4914, 689, 436, 366, 2647, 420, 746, 597, 307, 1219, 34014, 13, 2743, 2171, 436, 366, 516, 281, 312, 20627, 4650, 281, 746, 1219, 1849, 1686, 6558, 13, 2743, 2171, 436, 366, 20627, 4650, 281, 641, 1065, 3205, 293, 370, 322, 293, 370, 322, 13, 1981, 366, 512, 295, 264, 9156, 538, 597, 321, 393, 33872, 264, 4581, 13, 823, 718, 311, 976, 5110, 13], "avg_logprob": -0.1297286123429474, "compression_ratio": 2.0609137055837565, "no_speech_prob": 0.0, "words": [{"start": 699.8299999999999, "end": 700.31, "word": " Sometimes", "probability": 0.57958984375}, {"start": 700.31, "end": 700.49, "word": " they", "probability": 0.79736328125}, {"start": 700.49, "end": 700.61, "word": " are", "probability": 0.85546875}, {"start": 700.61, "end": 700.75, "word": " going", "probability": 0.9091796875}, {"start": 700.75, "end": 700.87, "word": " to", "probability": 0.97265625}, {"start": 700.87, "end": 700.97, 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If you are going to say, how can we describe the Palestinian people? We can describe the Palestinian people, I mean regarding the age. Exactly. Palestinian people are classified to be young people. Somebody is going to say, you are not saying something new. No, we are saying something new.", "tokens": [961, 311, 751, 466, 264, 2572, 472, 13, 759, 291, 366, 516, 281, 584, 11, 577, 393, 321, 6786, 264, 28202, 561, 30, 492, 393, 6786, 264, 28202, 561, 11, 286, 914, 8595, 264, 3205, 13, 7587, 13, 28202, 561, 366, 20627, 281, 312, 2037, 561, 13, 13463, 307, 516, 281, 584, 11, 291, 366, 406, 1566, 746, 777, 13, 883, 11, 321, 366, 1566, 746, 777, 13], "avg_logprob": -0.1533061551011127, "compression_ratio": 1.7747252747252746, "no_speech_prob": 0.0, "words": [{"start": 728.49, "end": 728.91, "word": " Let's", "probability": 0.888916015625}, {"start": 728.91, "end": 729.15, "word": " talk", "probability": 0.8916015625}, {"start": 729.15, "end": 729.47, "word": " about", "probability": 0.90966796875}, {"start": 729.47, "end": 729.67, "word": " the", "probability": 0.91455078125}, {"start": 729.67, "end": 729.91, "word": " final", "probability": 0.919921875}, {"start": 729.91, "end": 730.29, "word": " one.", "probability": 0.89404296875}, {"start": 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And the Japanese is the same. They are old also. 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Therefore, their consumption especially the consuming goods is going to be huge or bigger than the other families in the other communities. Third, residency. Is residency influencing the decision of purchasing and selling? 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Yes? Also, if we would like to compare the areas within Gaza City, we can say that the cheapest market in Gaza City is a market which is called Al-Zawiyah Market. 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By this way, they are going to contribute to the increased level of profit, more than the cost. What is the third step? 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It means CRM viewed as a tool. A tool for what? To achieve bigger customer share through cross-selling, upselling, finding a new solution to customers that could be packaged as new offerings. Focus here. New solution. 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Remember, the new solution here, as Fatim said, is suitable products for problems and troubles and needs that might be encountered by customers or people. So these are briefly the major three steps by which we can upgrade or leverage the CRM. Any question? Any comments about this? Any question? 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are going or if somebody is going to ask you, how many types of sale or how many types of sales do we have? How many types of sale? Mainly. Mainly. Three. Hanin, what are they? Product, solution and value. Exactly. Product, this is number one. The second which Hanin talked about, solution. The third. 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Can you give us example about products or services that can be classified to be product sales? 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Clothes. Cellphones. Chairs. All these are classified to be what? Product sales. Be careful here. The product sales they are consuming or consumed products. When we are saying the word consumed this means individuals", "tokens": [30502, 13, 2033, 4624, 13, 28859, 9142, 13, 761, 4094, 13, 1057, 613, 366, 20627, 281, 312, 437, 30, 22005, 5763, 13, 879, 5026, 510, 13, 440, 1674, 5763, 436, 366, 19867, 420, 21226, 3383, 13, 1133, 321, 366, 1566, 264, 1349, 21226, 341, 1355, 5346], "avg_logprob": -0.21758643807248867, "compression_ratio": 1.4966442953020134, "no_speech_prob": 0.0, "words": [{"start": 1120.67, "end": 1121.19, "word": " Meat.", "probability": 0.5244140625}, {"start": 1122.33, "end": 1122.79, "word": " Clothes.", "probability": 0.98828125}, {"start": 1123.67, "end": 1124.35, "word": " Cellphones.", "probability": 0.6646728515625}, {"start": 1125.39, "end": 1125.91, "word": " Chairs.", "probability": 0.94287109375}, {"start": 1127.01, "end": 1127.21, "word": " All", "probability": 0.9375}, {"start": 1127.21, "end": 1127.45, "word": " these", "probability": 0.83056640625}, {"start": 1127.45, "end": 1127.61, "word": " are", "probability": 0.92529296875}, {"start": 1127.61, "end": 1127.89, "word": " classified", "probability": 0.94287109375}, {"start": 1127.89, "end": 1128.11, "word": " to", "probability": 0.9423828125}, {"start": 1128.11, "end": 1128.21, "word": " be", "probability": 0.94091796875}, {"start": 1128.21, "end": 1128.43, "word": " what?", "probability": 0.9169921875}, {"start": 1129.23, "end": 1129.71, "word": " Product", "probability": 0.822265625}, {"start": 1129.71, "end": 1130.13, "word": " sales.", "probability": 0.6650390625}, {"start": 1131.21, "end": 1131.91, "word": " Be", "probability": 0.9404296875}, {"start": 1131.91, "end": 1132.27, "word": " careful", "probability": 0.9560546875}, {"start": 1132.27, "end": 1132.57, "word": " here.", "probability": 0.82421875}, {"start": 1133.35, "end": 1133.53, "word": " The", "probability": 0.84765625}, {"start": 1133.53, "end": 1133.97, "word": " product", "probability": 0.849609375}, {"start": 1133.97, "end": 1134.49, "word": " sales", "probability": 0.87353515625}, {"start": 1134.49, "end": 1135.17, "word": " they", "probability": 0.2861328125}, {"start": 1135.17, "end": 1135.63, "word": " are", "probability": 0.9345703125}, {"start": 1135.63, "end": 1137.43, "word": " consuming", "probability": 0.83349609375}, {"start": 1137.43, "end": 1139.47, "word": " or", "probability": 0.83203125}, {"start": 1139.47, "end": 1140.17, "word": " consumed", "probability": 0.8642578125}, {"start": 1140.17, "end": 1141.63, "word": " products.", "probability": 0.8154296875}, {"start": 1143.01, "end": 1143.87, "word": " When", "probability": 0.8759765625}, {"start": 1143.87, "end": 1143.97, "word": " we", "probability": 0.94873046875}, {"start": 1143.97, "end": 1144.11, "word": " are", "probability": 0.9140625}, {"start": 1144.11, "end": 1144.39, "word": " saying", "probability": 0.90478515625}, {"start": 1144.39, "end": 1144.55, "word": " the", "probability": 0.90673828125}, {"start": 1144.55, "end": 1144.69, "word": " word", "probability": 0.92333984375}, {"start": 1144.69, "end": 1145.25, "word": " consumed", "probability": 0.82421875}, {"start": 1145.25, "end": 1146.63, "word": " this", "probability": 0.51806640625}, {"start": 1146.63, "end": 1147.03, "word": " means", "probability": 0.9326171875}, {"start": 1147.03, "end": 1147.99, "word": " individuals", "probability": 0.8310546875}], "temperature": 1.0}, {"id": 42, "seek": 117751, "start": 1152.07, "end": 1177.51, "text": " Cannot live without them. Exactly, basic needs. Like the pens which you are writing with. Like the papers which you are writing on. Like the bags which you are carrying. Like the clothes which you are covering our bodies. And so on. Like the food and the drinks. Can we survive without them? We cannot. 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Let's begin with something called sales argument. The word sales argument here, it means sales thought. Thought or idea. So the sales idea behind the product sales means we are going to look for the best product. Let's give example. But before giving example, let's talk about all of them. 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In other words, the seller knows everything about the product which he is selling. Regarding the customer contacts in aerospace, in other words, sales companies will say, we do not know or we do not need to widen our contacts with the customer. Why? Because the customer needs it. 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On the third day, we are going to re-buy it once again. Therefore, they are consumed products and customers need them regularly and continuously. Therefore, we are not going to beg the customers to come and to buy from us.", "tokens": [16723, 11, 570, 436, 366, 21226, 3383, 11, 597, 1355, 321, 366, 516, 281, 2256, 746, 965, 11, 457, 4153, 321, 366, 516, 281, 319, 12, 6021, 88, 309, 1564, 797, 13, 1282, 264, 2636, 786, 11, 321, 366, 516, 281, 319, 12, 6021, 88, 309, 1564, 797, 13, 7504, 11, 436, 366, 21226, 3383, 293, 4581, 643, 552, 11672, 293, 15684, 13, 7504, 11, 321, 366, 406, 516, 281, 4612, 264, 4581, 281, 808, 293, 281, 2256, 490, 505, 13], "avg_logprob": -0.17749618902439024, "compression_ratio": 1.9371727748691099, "no_speech_prob": 0.0, "words": [{"start": 1236.94, "end": 1237.46, "word": " Excellent,", "probability": 0.853515625}, {"start": 1237.6, "end": 1238.1, "word": " because", "probability": 0.89111328125}, {"start": 1238.1, "end": 1238.46, "word": " they", "probability": 0.90869140625}, {"start": 1238.46, "end": 1238.86, "word": " are", "probability": 0.923828125}, {"start": 1238.86, "end": 1239.42, "word": " 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Therefore, the space of contacts is classified to be narrow.", "tokens": [641, 643, 486, 3464, 552, 281, 808, 293, 281, 2256, 490, 527, 1065, 3383, 13, 7504, 11, 264, 1901, 295, 15836, 307, 20627, 281, 312, 9432, 13], "avg_logprob": -0.20340401785714285, "compression_ratio": 1.25, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1264.26, "end": 1264.62, "word": " their", "probability": 0.560546875}, {"start": 1264.62, "end": 1264.94, "word": " need", "probability": 0.78662109375}, {"start": 1264.94, "end": 1265.16, "word": " will", "probability": 0.85888671875}, {"start": 1265.16, "end": 1265.6, "word": " force", "probability": 0.9638671875}, {"start": 1265.6, "end": 1265.82, "word": " them", "probability": 0.8994140625}, {"start": 1265.82, "end": 1266.02, "word": " to", "probability": 0.96728515625}, {"start": 1266.02, "end": 1266.26, "word": " come", "probability": 0.82177734375}, {"start": 1266.26, "end": 1266.52, "word": " and", "probability": 0.853515625}, {"start": 1266.52, "end": 1266.64, "word": " to", "probability": 0.4736328125}, {"start": 1266.64, "end": 1266.94, "word": " buy", "probability": 0.9345703125}, {"start": 1266.94, "end": 1267.76, "word": " from", "probability": 0.8154296875}, {"start": 1267.76, "end": 1268.08, "word": " our", "probability": 0.87158203125}, {"start": 1268.08, "end": 1268.28, "word": " own", "probability": 0.91259765625}, {"start": 1268.28, "end": 1268.62, "word": " products.", "probability": 0.74072265625}, {"start": 1269.68, "end": 1270.08, "word": " Therefore,", "probability": 0.79443359375}, {"start": 1270.8, "end": 1270.94, "word": " the", "probability": 0.9189453125}, {"start": 1270.94, "end": 1271.4, "word": " space", "probability": 0.931640625}, {"start": 1271.4, "end": 1271.6, "word": " of", "probability": 0.9580078125}, {"start": 1271.6, "end": 1272.12, "word": " contacts", "probability": 0.471923828125}, {"start": 1272.12, "end": 1272.3, "word": " is", "probability": 0.9033203125}, {"start": 1272.3, "end": 1272.64, "word": " classified", "probability": 0.9013671875}, {"start": 1272.64, "end": 1272.86, "word": " to", "probability": 0.771484375}, {"start": 1272.86, "end": 1273.12, "word": " be", "probability": 0.951171875}, {"start": 1273.12, "end": 1273.5, "word": " narrow.", "probability": 0.857421875}], "temperature": 1.0}, {"id": 47, "seek": 130072, "start": 1274.9, "end": 1300.72, "text": " The final or the fourth thing offering, we are referring to best products with competitive prices. All the time we are looking for quality along with cost or the price of the product. Or finally, the success factors of product excellence and cost leadership as we said. As we said. Look at here. If you are going to buy a cell phone, we are going to enter any store in Gaza.", "tokens": [440, 2572, 420, 264, 6409, 551, 8745, 11, 321, 366, 13761, 281, 1151, 3383, 365, 10043, 7901, 13, 1057, 264, 565, 321, 366, 1237, 337, 3125, 2051, 365, 2063, 420, 264, 3218, 295, 264, 1674, 13, 1610, 2721, 11, 264, 2245, 6771, 295, 1674, 21268, 293, 2063, 5848, 382, 321, 848, 13, 1018, 321, 848, 13, 2053, 412, 510, 13, 759, 291, 366, 516, 281, 2256, 257, 2815, 2593, 11, 321, 366, 516, 281, 3242, 604, 3531, 294, 37800, 13], "avg_logprob": -0.2521219076933684, "compression_ratio": 1.6816143497757847, "no_speech_prob": 0.0, "words": [{"start": 1274.9, "end": 1275.12, "word": " The", "probability": 0.7197265625}, {"start": 1275.12, "end": 1275.46, "word": " final", "probability": 0.288330078125}, {"start": 1275.46, "end": 1275.64, "word": " or", "probability": 0.6640625}, {"start": 1275.64, "end": 1275.76, "word": " the", "probability": 0.75341796875}, {"start": 1275.76, "end": 1276.0, "word": " 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The one and the most famous one is Nokia, Samsung, Apple, etc. Generally, we have an idea which is saying Nokia products are classified to be a very good product which is having a high standards of quality along with reasonable price.", "tokens": [291, 366, 516, 281, 915, 3683, 3383, 295, 2815, 10216, 13, 440, 472, 293, 264, 881, 4618, 472, 307, 43980, 11, 13173, 11, 6373, 11, 5183, 13, 21082, 11, 321, 362, 364, 1558, 597, 307, 1566, 43980, 3383, 366, 20627, 281, 312, 257, 588, 665, 1674, 597, 307, 1419, 257, 1090, 7787, 295, 3125, 2051, 365, 10585, 3218, 13], "avg_logprob": -0.17994791766007742, "compression_ratio": 1.5104166666666667, "no_speech_prob": 0.0, "words": [{"start": 1301.69, "end": 1301.87, "word": " you", "probability": 0.475830078125}, {"start": 1301.87, "end": 1302.03, "word": " are", "probability": 0.720703125}, {"start": 1302.03, "end": 1302.23, "word": " going", "probability": 0.94580078125}, {"start": 1302.23, "end": 1302.39, "word": " to", "probability": 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It is more than 2000 in Israeli Shekel. Before a while, what did we say? The average income is 20,000 or sorry 2000 in Israeli Shekel. And Apple also is very expensive. 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Now, in 2006, Israeli occupation decided to bombard the first electricity generating station in Gaza. Since this bombarding accidents, Gaza was suffering from shortage of electricity. Until now, we are suffering. Now, we are at the end of 2012. Now, after this accidents, people", "tokens": [961, 311, 976, 1365, 13, 823, 11, 294, 14062, 11, 19974, 24482, 3047, 281, 42894, 264, 700, 10356, 17746, 5214, 294, 37800, 13, 4162, 341, 42894, 278, 23875, 11, 37800, 390, 7755, 490, 24708, 295, 10356, 13, 9088, 586, 11, 321, 366, 7755, 13, 823, 11, 321, 366, 412, 264, 917, 295, 9125, 13, 823, 11, 934, 341, 23875, 11, 561], "avg_logprob": -0.16418850109461816, "compression_ratio": 1.541237113402062, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1444.48, "end": 1444.82, "word": " Let's", "probability": 0.95556640625}, {"start": 1444.82, "end": 1444.98, "word": " give", "probability": 0.8642578125}, {"start": 1444.98, "end": 1445.38, "word": " example.", "probability": 0.7822265625}, {"start": 1446.74, "end": 1447.12, "word": " Now,", "probability": 0.916015625}, {"start": 1447.58, "end": 1447.82, "word": " in", "probability": 0.9482421875}, {"start": 1447.82, "end": 1448.76, "word": " 2006,", "probability": 0.947265625}, {"start": 1449.44, "end": 1449.96, "word": " Israeli", "probability": 0.85791015625}, {"start": 1449.96, "end": 1450.46, "word": " occupation", "probability": 0.9638671875}, {"start": 1450.46, "end": 1451.04, "word": " decided", "probability": 0.9384765625}, {"start": 1451.04, "end": 1451.38, "word": " to", "probability": 0.9736328125}, {"start": 1451.38, "end": 1451.94, "word": " bombard", "probability": 0.900390625}, {"start": 1451.94, "end": 1453.06, "word": " the", "probability": 0.91357421875}, {"start": 1453.06, "end": 1453.68, "word": " first", "probability": 0.8720703125}, {"start": 1453.68, "end": 1454.62, "word": " electricity", "probability": 0.931640625}, {"start": 1454.62, "end": 1455.46, "word": " generating", "probability": 0.68896484375}, {"start": 1455.46, "end": 1456.32, "word": " station", "probability": 0.919921875}, {"start": 1456.32, "end": 1456.66, "word": " in", "probability": 0.9287109375}, {"start": 1456.66, "end": 1456.92, "word": " Gaza.", "probability": 0.89208984375}, {"start": 1458.32, "end": 1458.88, "word": " Since", "probability": 0.356201171875}, {"start": 1458.88, "end": 1459.2, "word": " this", "probability": 0.890625}, {"start": 1459.2, "end": 1459.82, "word": " bombarding", "probability": 0.90869140625}, {"start": 1459.82, "end": 1460.42, "word": " accidents,", "probability": 0.72021484375}, {"start": 1460.98, "end": 1461.26, "word": " Gaza", "probability": 0.8193359375}, {"start": 1461.26, "end": 1461.5, "word": " was", "probability": 0.923828125}, {"start": 1461.5, "end": 1461.82, "word": " suffering", "probability": 0.89794921875}, {"start": 1461.82, "end": 1462.08, "word": " from", "probability": 0.88427734375}, {"start": 1462.08, "end": 1462.44, "word": " shortage", "probability": 0.8828125}, {"start": 1462.44, "end": 1462.9, "word": " of", "probability": 0.96630859375}, {"start": 1462.9, "end": 1463.66, "word": " electricity.", "probability": 0.94140625}, {"start": 1464.32, "end": 1464.58, "word": " Until", "probability": 0.413818359375}, {"start": 1464.58, "end": 1464.86, "word": " now,", "probability": 0.94140625}, {"start": 1464.9, "end": 1465.02, "word": " we", "probability": 0.9501953125}, {"start": 1465.02, "end": 1465.12, "word": " are", "probability": 0.931640625}, {"start": 1465.12, "end": 1465.46, "word": " suffering.", "probability": 0.89453125}, {"start": 1465.6, "end": 1465.88, "word": " Now,", "probability": 0.94677734375}, {"start": 1466.24, "end": 1466.46, "word": " we", "probability": 0.95947265625}, {"start": 1466.46, "end": 1466.62, "word": " are", "probability": 0.9365234375}, {"start": 1466.62, "end": 1466.88, "word": " at", "probability": 0.9716796875}, {"start": 1466.88, "end": 1467.06, "word": " the", "probability": 0.9189453125}, {"start": 1467.06, "end": 1467.28, "word": " end", "probability": 0.89453125}, {"start": 1467.28, "end": 1467.42, "word": " of", "probability": 0.96923828125}, {"start": 1467.42, "end": 1467.98, "word": " 2012.", "probability": 0.94580078125}, {"start": 1469.72, "end": 1470.2, "word": " Now,", "probability": 0.869140625}, {"start": 1471.0, "end": 1471.42, "word": " after", "probability": 0.81396484375}, {"start": 1471.42, "end": 1471.66, "word": " this", "probability": 0.69287109375}, {"start": 1471.66, "end": 1472.14, "word": " accidents,", "probability": 0.5205078125}, {"start": 1472.86, "end": 1473.22, "word": " people", "probability": 0.9677734375}], "temperature": 1.0}, {"id": 54, "seek": 150294, "start": 1474.1, "end": 1502.94, "text": " Who are the customers? They began to suffer from shortage of electricity. Now, sales agencies began to think how we are going to overcome this problem. They offered this word. Generators. Exactly. Therefore, beyond or in 2007 up to now, we began seeing in the Gazan streets and the Gazan markets a big dependence on a product which is called generators.", "tokens": [2102, 366, 264, 4581, 30, 814, 4283, 281, 9753, 490, 24708, 295, 10356, 13, 823, 11, 5763, 9504, 4283, 281, 519, 577, 321, 366, 516, 281, 10473, 341, 1154, 13, 814, 8059, 341, 1349, 13, 15409, 3391, 13, 7587, 13, 7504, 11, 4399, 420, 294, 12656, 493, 281, 586, 11, 321, 4283, 2577, 294, 264, 38468, 282, 8481, 293, 264, 38468, 282, 8383, 257, 955, 31704, 322, 257, 1674, 597, 307, 1219, 38662, 13], "avg_logprob": -0.19114582737286887, "compression_ratio": 1.5526315789473684, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1474.1, "end": 1474.34, "word": " Who", "probability": 0.65380859375}, {"start": 1474.34, "end": 1474.5, "word": " are", "probability": 0.92041015625}, {"start": 1474.5, "end": 1474.66, "word": " the", "probability": 0.90966796875}, {"start": 1474.66, "end": 1475.0, "word": " customers?", 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Why? Because the problem wasn't witnessed before this date. But after 2006, we began encountering this problem. The same thing here. Whenever we are going to talk about for example ACs, air conditioners,", "tokens": [583, 949, 14062, 11, 321, 994, 380, 536, 754, 472, 19265, 13, 1545, 30, 1436, 264, 1154, 2067, 380, 21519, 949, 341, 4002, 13, 583, 934, 14062, 11, 321, 4283, 8593, 278, 341, 1154, 13, 440, 912, 551, 510, 13, 14159, 321, 366, 516, 281, 751, 466, 337, 1365, 8157, 82, 11, 1988, 4188, 433, 11], "avg_logprob": -0.18845943191595244, "compression_ratio": 1.4325842696629214, "no_speech_prob": 0.0, "words": [{"start": 1504.69, "end": 1504.91, "word": " But", "probability": 0.32275390625}, {"start": 1504.91, "end": 1505.15, "word": " before", "probability": 0.8505859375}, {"start": 1505.15, "end": 1505.75, "word": " 2006,", "probability": 0.94970703125}, {"start": 1506.23, "end": 1507.51, "word": " we", "probability": 0.9375}, {"start": 1507.51, "end": 1508.03, "word": " didn't", "probability": 0.89306640625}, {"start": 1508.03, "end": 1508.29, "word": " see", "probability": 0.83251953125}, {"start": 1508.29, "end": 1508.61, "word": " even", "probability": 0.87890625}, {"start": 1508.61, "end": 1508.87, "word": " one", "probability": 0.8759765625}, {"start": 1508.87, "end": 1509.23, "word": " generator.", "probability": 0.96240234375}, {"start": 1509.93, "end": 1510.25, "word": " Why?", "probability": 0.8359375}, {"start": 1510.69, "end": 1510.99, "word": " Because", "probability": 0.8271484375}, {"start": 1510.99, "end": 1511.19, "word": " the", "probability": 0.88330078125}, {"start": 1511.19, "end": 1511.51, "word": " problem", "probability": 0.865234375}, {"start": 1511.51, "end": 1511.97, "word": " wasn't", "probability": 0.927001953125}, {"start": 1511.97, "end": 1512.43, "word": " witnessed", "probability": 0.78466796875}, {"start": 1512.43, "end": 1512.99, "word": " before", "probability": 0.8681640625}, {"start": 1512.99, "end": 1513.33, "word": " this", "probability": 0.93212890625}, {"start": 1513.33, "end": 1513.83, "word": " date.", "probability": 0.9150390625}, {"start": 1514.77, "end": 1515.03, "word": " But", "probability": 0.9091796875}, {"start": 1515.03, "end": 1515.29, "word": " after", "probability": 0.82958984375}, {"start": 1515.29, "end": 1515.97, "word": " 2006,", "probability": 0.95263671875}, {"start": 1516.51, "end": 1516.69, "word": " we", "probability": 0.95947265625}, {"start": 1516.69, "end": 1517.07, "word": " began", "probability": 0.87451171875}, {"start": 1517.07, "end": 1518.17, "word": " encountering", "probability": 0.835693359375}, {"start": 1518.17, "end": 1518.59, "word": " this", "probability": 0.93212890625}, {"start": 1518.59, "end": 1518.91, "word": " problem.", "probability": 0.8759765625}, {"start": 1520.53, "end": 1520.99, "word": " The", "probability": 0.88623046875}, {"start": 1520.99, "end": 1521.23, "word": " same", "probability": 0.9111328125}, {"start": 1521.23, "end": 1521.49, "word": " thing", "probability": 0.90478515625}, {"start": 1521.49, "end": 1521.83, "word": " here.", "probability": 0.53173828125}, {"start": 1522.43, "end": 1522.75, "word": " Whenever", "probability": 0.8916015625}, {"start": 1522.75, "end": 1522.99, "word": " we", "probability": 0.9560546875}, {"start": 1522.99, "end": 1523.13, "word": " are", "probability": 0.84765625}, {"start": 1523.13, "end": 1523.35, "word": " going", "probability": 0.9384765625}, {"start": 1523.35, "end": 1523.51, "word": " to", "probability": 0.96875}, {"start": 1523.51, "end": 1523.67, "word": " talk", "probability": 0.90087890625}, {"start": 1523.67, "end": 1523.93, "word": " about", "probability": 0.89892578125}, {"start": 1523.93, "end": 1524.05, "word": " for", "probability": 0.5693359375}, {"start": 1524.05, "end": 1524.55, "word": " example", "probability": 0.97119140625}, {"start": 1524.55, "end": 1525.57, "word": " ACs,", "probability": 0.765625}, {"start": 1525.81, "end": 1525.93, "word": " air", "probability": 0.79931640625}, {"start": 1525.93, "end": 1526.53, "word": " conditioners,", "probability": 0.980224609375}], "temperature": 1.0}, {"id": 56, "seek": 155434, "start": 1527.96, "end": 1554.34, "text": " This year in Gaza market when in spite of the shortage of electricity, they see sales increased with about more than 30%. Somebody is going to wonder why? Because of the unbearable weather of summer. Our summer was very very hot. Is this a problem? It's a problem encountered by home customers of people. 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Yes, the majority are Chinese. Others, sometimes you are going to find British, sometimes German, etc. Chinese, they are cheap, but their quality is very low. Now, if you are going to talk about the ACs, look at here. Some of the ACs, they are consuming too much electricity. 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But if you compare the consumption of electricity between this type and this type, you are going to find that the winner is Samsung. But it is more expensive. Now, whenever we are going to deal with these solutions, with these alternatives, we are going to run and ask ourselves, what do we need? Or what is the best solution? 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I am coming here, 10 new Israeli shekel multiplied by 5 times. We are talking about 15. 15 multiplied by 20. Then we are talking about how much? 1000? Almost, something like that. Anyway, let's return back to the solution. 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Cars with different models. In other words, can we purchase a jeep? You can. Can we purchase a moderate car? You can. Can we purchase a small car? We can. 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Its consumption for gas every day going and retaining is about 18 Israeli shekel. The 18 Israeli shekel is cheaper than 10% or 10 shekel. Somebody is going to say, how do we know this information? We are talking about functions or departments. 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Yes. This is the way. Therefore, this is called what? Solution sales. Clear? Yes. Let's go to the final, value sales. Go on. When we will make a comparison between product sales and solution sales in profile of sales, product experts and functional department, is it the same or not? 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In other words, we are talking about one person. But here, we are talking about department. Why? For example, let's talk about the car. The car it is or its components are various and many. 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Therefore, they should share in order to create a department which can provide us with a best solution. Exactly. Okay? So this is individualistic, but this is teamwork. This is very important. The final thing, let's talk about the value sales. 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Be careful to my language. I am saying value sales they are purchased often by organizations. These organizations they are going to make simple formula. The simple formula is based on something called cost.", "tokens": [12538, 14455, 420, 613, 5763, 2049, 436, 366, 14734, 538, 6150, 13, 879, 5026, 281, 452, 2856, 13, 286, 669, 1566, 2158, 5763, 436, 366, 14734, 2049, 538, 6150, 13, 1981, 6150, 436, 366, 516, 281, 652, 2199, 8513, 13, 440, 2199, 8513, 307, 2361, 322, 746, 1219, 2063, 13], "avg_logprob": -0.22380514179959016, "compression_ratio": 1.8235294117647058, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1985.6, "end": 1986.3, "word": " Organizations", "probability": 0.812744140625}, {"start": 1986.3, "end": 1986.72, "word": " or", "probability": 0.80029296875}, {"start": 1986.72, "end": 1987.18, "word": " these", "probability": 0.7373046875}, {"start": 1987.18, "end": 1987.68, "word": " sales", "probability": 0.80126953125}, {"start": 1987.68, "end": 1988.38, "word": " often", "probability": 0.4775390625}, {"start": 1988.38, "end": 1988.62, "word": " they", "probability": 0.74462890625}, {"start": 1988.62, "end": 1988.82, "word": " are", "probability": 0.93798828125}, {"start": 1988.82, "end": 1989.16, "word": " purchased", "probability": 0.94921875}, {"start": 1989.16, "end": 1989.6, "word": " by", "probability": 0.96923828125}, {"start": 1989.6, "end": 1990.72, "word": " organizations.", "probability": 0.83251953125}, {"start": 1991.32, "end": 1992.02, "word": " Be", "probability": 0.88330078125}, {"start": 1992.02, "end": 1992.34, "word": " careful", "probability": 0.94140625}, {"start": 1992.34, "end": 1992.52, "word": " to", "probability": 0.76708984375}, {"start": 1992.52, "end": 1992.66, "word": " my", "probability": 0.96630859375}, {"start": 1992.66, "end": 1993.0, "word": " language.", "probability": 0.85595703125}, {"start": 1994.14, "end": 1994.26, "word": " I", "probability": 0.974609375}, {"start": 1994.26, "end": 1994.38, "word": " am", "probability": 0.77734375}, {"start": 1994.38, "end": 1994.92, "word": " saying", "probability": 0.8896484375}, {"start": 1994.92, "end": 1995.96, "word": " value", "probability": 0.7470703125}, {"start": 1995.96, "end": 1996.48, "word": " sales", "probability": 0.890625}, {"start": 1996.48, "end": 1997.28, "word": " they", "probability": 0.46630859375}, {"start": 1997.28, "end": 1997.52, "word": " are", "probability": 0.9443359375}, {"start": 1997.52, "end": 1998.84, "word": " purchased", "probability": 0.72265625}, {"start": 1998.84, "end": 1999.44, "word": " often", "probability": 0.6826171875}, {"start": 1999.44, "end": 2000.44, "word": " by", "probability": 0.93017578125}, {"start": 2000.44, "end": 2001.52, "word": " organizations.", "probability": 0.857421875}, {"start": 2003.94, "end": 2003.94, "word": " These", "probability": 0.371337890625}, {"start": 2003.94, "end": 2007.02, "word": " organizations", "probability": 0.84521484375}, {"start": 2007.02, "end": 2007.3, "word": " they", "probability": 0.51318359375}, {"start": 2007.3, "end": 2007.46, "word": " are", "probability": 0.935546875}, {"start": 2007.46, "end": 2007.66, "word": " going", "probability": 0.9443359375}, {"start": 2007.66, "end": 2007.82, "word": " to", "probability": 0.96826171875}, {"start": 2007.82, "end": 2008.02, "word": " make", "probability": 0.93505859375}, {"start": 2008.02, "end": 2008.48, "word": " simple", "probability": 0.8662109375}, {"start": 2008.48, "end": 2009.02, "word": " formula.", "probability": 0.8203125}, {"start": 2009.16, "end": 2009.28, "word": " The", "probability": 0.85693359375}, {"start": 2009.28, "end": 2009.56, "word": " simple", "probability": 0.92529296875}, {"start": 2009.56, "end": 2009.92, "word": " formula", "probability": 0.8974609375}, {"start": 2009.92, "end": 2010.1, "word": " is", "probability": 0.94775390625}, {"start": 2010.1, "end": 2010.36, "word": " based", "probability": 0.93603515625}, {"start": 2010.36, "end": 2010.54, "word": " on", "probability": 0.95166015625}, {"start": 2010.54, "end": 2010.8, "word": " something", "probability": 0.85791015625}, {"start": 2010.8, "end": 2011.1, "word": " called", "probability": 0.9072265625}, {"start": 2011.1, "end": 2011.54, "word": " cost.", "probability": 0.71826171875}], "temperature": 1.0}, {"id": 73, "seek": 204077, "start": 2013.51, "end": 2040.77, "text": " Benefit, exactly, analysis. If they would like or if these organizations, they need something, they would like to buy something, this something will be evaluated according to these two columns. If the cost is greater than the benefit which we are going to gain as a purchaser, then we have to rethink our decision. 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We might contact a sales representative, public relations officer, any ordinary person who is working inside this business company. Offering valuable solutions to support competitors or finally driving customer profits and EVA, Economic Value Added. Now let's give a final example. 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And these bits are going to collect information from the potential sellers regarding quality, price, installation, brand names, maintenance and so on. And experience and so on. So these bits are going to provide us with solid information. 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Audit. Audit office. And sometimes it can also be solution. Especially if you are talking about theft or corruption. Or something like that. Sometimes it can be here. Okay. Tourism. Office. Tourism. One, one, one. And I want her to justify her answer. 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Tourism. Solution, why solution? Because if we want to go to Saudi Arabia, we haven't our own plan or our own transportation tool to go. We have the solution which is tourism offices. Why value?", "tokens": [4919, 11, 21832, 3398, 13, 13077, 1434, 13, 318, 3386, 11, 983, 3827, 30, 1436, 498, 321, 528, 281, 352, 281, 18121, 21610, 11, 321, 2378, 380, 527, 1065, 1393, 420, 527, 1065, 11328, 2290, 281, 352, 13, 492, 362, 264, 3827, 597, 307, 21832, 14434, 13, 1545, 2158, 30], "avg_logprob": -0.22395833158025555, "compression_ratio": 1.4829931972789117, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2212.78, "end": 2213.12, "word": " Sorry,", "probability": 0.50634765625}, {"start": 2213.56, "end": 2214.08, "word": " tourism", "probability": 0.76806640625}, {"start": 2214.08, "end": 2214.58, "word": " office.", "probability": 0.908203125}, {"start": 2215.5, "end": 2216.38, "word": " Tourism.", "probability": 0.88232421875}, {"start": 2216.7, "end": 2217.56, "word": " Solution,", "probability": 0.729736328125}, {"start": 2218.02, "end": 2218.14, "word": " why", "probability": 0.8447265625}, {"start": 2218.14, "end": 2219.64, "word": " solution?", "probability": 0.92919921875}, {"start": 2220.28, "end": 2220.68, "word": " Because", "probability": 0.609375}, {"start": 2220.68, "end": 2221.12, "word": " if", "probability": 0.90966796875}, {"start": 2221.12, "end": 2221.44, "word": " we", "probability": 0.94287109375}, {"start": 2221.44, "end": 2221.78, "word": " want", "probability": 0.88818359375}, {"start": 2221.78, "end": 2222.14, "word": " to", "probability": 0.96435546875}, {"start": 2222.14, "end": 2224.26, "word": " go", "probability": 0.93212890625}, {"start": 2224.26, "end": 2224.52, "word": " to", "probability": 0.94921875}, {"start": 2224.52, "end": 2224.98, "word": " Saudi", "probability": 0.8662109375}, {"start": 2224.98, "end": 2225.38, "word": " Arabia,", "probability": 0.9169921875}, {"start": 2226.1, "end": 2226.28, "word": " we", "probability": 0.90283203125}, {"start": 2226.28, "end": 2227.18, "word": " haven't", "probability": 0.6922607421875}, {"start": 2227.18, "end": 2227.6, "word": " our", "probability": 0.88427734375}, {"start": 2227.6, "end": 2228.34, "word": " own", "probability": 0.93359375}, {"start": 2228.34, "end": 2229.36, "word": " plan", "probability": 0.9130859375}, {"start": 2229.36, "end": 2229.94, "word": " or", "probability": 0.8076171875}, {"start": 2229.94, "end": 2230.44, "word": " our", "probability": 0.86083984375}, {"start": 2230.44, "end": 2230.84, "word": " own", "probability": 0.9140625}, {"start": 2230.84, "end": 2231.78, "word": " transportation", "probability": 0.94775390625}, {"start": 2231.78, "end": 2233.12, "word": " tool", "probability": 0.85400390625}, {"start": 2233.12, "end": 2233.54, "word": " to", "probability": 0.96337890625}, {"start": 2233.54, "end": 2233.76, "word": " go.", "probability": 0.96630859375}, {"start": 2234.02, "end": 2234.48, "word": " We", "probability": 0.9384765625}, {"start": 2234.48, "end": 2234.78, "word": " have", "probability": 0.94921875}, {"start": 2234.78, "end": 2235.08, "word": " the", "probability": 0.8125}, {"start": 2235.08, "end": 2235.56, "word": " solution", "probability": 0.9599609375}, {"start": 2235.56, "end": 2235.82, "word": " which", "probability": 0.372802734375}, {"start": 2235.82, "end": 2236.0, "word": " is", "probability": 0.830078125}, {"start": 2236.0, "end": 2236.62, "word": " tourism", "probability": 0.6806640625}, {"start": 2236.62, "end": 2237.74, "word": " offices.", "probability": 0.8798828125}, {"start": 2238.28, "end": 2238.54, "word": " Why", "probability": 0.583984375}, {"start": 2238.54, "end": 2239.72, "word": " value?", "probability": 0.91015625}], "temperature": 1.0}, {"id": 81, "seek": 226848, "start": 2246.25, "end": 2268.49, "text": " Okay, now listen. If you are going to make a pilgrim trip, then we are talking about solution. We are talking about solution.", "tokens": [1033, 11, 586, 2140, 13, 759, 291, 366, 516, 281, 652, 257, 30760, 332, 4931, 11, 550, 321, 366, 1417, 466, 3827, 13, 492, 366, 1417, 466, 3827, 13], "avg_logprob": -0.22382813096046447, "compression_ratio": 1.3695652173913044, "no_speech_prob": 0.0, "words": [{"start": 2246.25, "end": 2246.77, "word": " Okay,", "probability": 0.1343994140625}, {"start": 2257.09, "end": 2257.35, "word": " now", "probability": 0.9189453125}, {"start": 2257.35, "end": 2257.73, "word": " listen.", "probability": 0.87744140625}, {"start": 2258.45, "end": 2258.59, "word": " If", "probability": 0.93798828125}, {"start": 2258.59, "end": 2258.71, "word": " you", "probability": 0.953125}, {"start": 2258.71, "end": 2258.83, "word": " are", "probability": 0.8642578125}, {"start": 2258.83, "end": 2259.05, "word": " going", "probability": 0.94580078125}, {"start": 2259.05, "end": 2259.21, "word": " to", "probability": 0.97216796875}, {"start": 2259.21, "end": 2259.41, "word": " make", "probability": 0.9462890625}, {"start": 2259.41, "end": 2259.69, "word": " a", "probability": 0.98974609375}, {"start": 2259.69, "end": 2260.83, "word": " pilgrim", "probability": 0.769287109375}, {"start": 2260.83, "end": 2261.43, "word": " trip,", "probability": 0.92822265625}, {"start": 2263.23, "end": 2263.23, "word": " then", "probability": 0.53662109375}, {"start": 2263.23, "end": 2264.53, "word": " we", "probability": 0.939453125}, {"start": 2264.53, "end": 2264.65, "word": " are", "probability": 0.91650390625}, {"start": 2264.65, "end": 2264.89, "word": " talking", "probability": 0.85595703125}, {"start": 2264.89, "end": 2265.09, "word": " about", "probability": 0.9072265625}, {"start": 2265.09, "end": 2265.47, "word": " solution.", "probability": 0.7861328125}, {"start": 2267.37, "end": 2267.57, "word": " We", "probability": 0.94189453125}, {"start": 2267.57, "end": 2267.69, "word": " are", "probability": 0.93115234375}, {"start": 2267.69, "end": 2267.93, "word": " talking", "probability": 0.8671875}, {"start": 2267.93, "end": 2268.11, "word": " about", "probability": 0.89794921875}, {"start": 2268.11, "end": 2268.49, "word": " solution.", "probability": 0.92333984375}], "temperature": 1.0}, {"id": 82, "seek": 229846, "start": 2269.5, "end": 2298.46, "text": " If I would like to make a picnic journey to France or UK or Egypt, we might classify it to be value. What is the cost which we are going to pay for this trip and what is the benefit which we will gain from it? It might be. Okay. So from now on, we would like to think of sales according to these three major types. One of them is called the product. A second is called solution. A third is called value. 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I want you to list down, list down four examples from each type of sales. Four examples. It doesn't matter, anything. Therefore, listen, if there is kind of ambiguity, like what happened now when we talked about tourism, I want you to write a sentence or two to justify it. Exactly.", "tokens": [440, 15187, 307, 264, 3480, 13, 286, 528, 291, 281, 1329, 760, 11, 1329, 760, 1451, 5110, 490, 1184, 2010, 295, 5763, 13, 7451, 5110, 13, 467, 1177, 380, 1871, 11, 1340, 13, 7504, 11, 2140, 11, 498, 456, 307, 733, 295, 46519, 11, 411, 437, 2011, 586, 562, 321, 2825, 466, 21832, 11, 286, 528, 291, 281, 2464, 257, 8174, 420, 732, 281, 20833, 309, 13, 7587, 13], "avg_logprob": -0.22879463604518346, "compression_ratio": 1.5566502463054188, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2299.22, "end": 2299.52, "word": " The", "probability": 0.5849609375}, {"start": 2299.52, "end": 2299.9, "word": " assignment", "probability": 0.93701171875}, {"start": 2299.9, "end": 2300.1, "word": " is", "probability": 0.94482421875}, {"start": 2300.1, "end": 2300.26, "word": " the", "probability": 0.8955078125}, {"start": 2300.26, "end": 2300.56, "word": " following.", "probability": 0.888671875}, {"start": 2301.38, "end": 2301.5, "word": " I", "probability": 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This is the second assignment in this semester. Draw a small table and classify it into three columns. Product, solution and value. And give me four examples under each column. Any questions? Any comments? So we are done today? We are done. Thank you very much.", "tokens": [14993, 30, 639, 307, 264, 1150, 15187, 294, 341, 11894, 13, 20386, 257, 1359, 3199, 293, 33872, 309, 666, 1045, 13766, 13, 22005, 11, 3827, 293, 2158, 13, 400, 976, 385, 1451, 5110, 833, 1184, 7738, 13, 2639, 1651, 30, 2639, 3053, 30, 407, 321, 366, 1096, 965, 30, 492, 366, 1096, 13, 1044, 291, 588, 709, 13], "avg_logprob": -0.22100105679641335, "compression_ratio": 1.4308510638297873, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2329.14, "end": 2329.72, "word": " Clear?", "probability": 0.66943359375}, {"start": 2330.3, "end": 2330.88, "word": " This", "probability": 0.384765625}, {"start": 2330.88, "end": 2331.02, "word": " is", "probability": 0.94970703125}, {"start": 2331.02, "end": 2331.16, "word": " the", "probability": 0.888671875}, {"start": 2331.16, "end": 2331.38, "word": " second", "probability": 0.873046875}, {"start": 2331.38, "end": 2331.94, "word": " assignment", "probability": 0.9560546875}, {"start": 2331.94, "end": 2332.56, "word": " in", "probability": 0.92919921875}, {"start": 2332.56, "end": 2332.98, "word": " this", "probability": 0.93798828125}, {"start": 2332.98, "end": 2333.54, "word": " semester.", "probability": 0.94921875}, {"start": 2334.02, "end": 2334.6, "word": " Draw", "probability": 0.8125}, {"start": 2334.6, "end": 2334.82, "word": " a", "probability": 0.99267578125}, {"start": 2334.82, "end": 2335.04, "word": " small", "probability": 0.9326171875}, {"start": 2335.04, "end": 2335.44, "word": " table", "probability": 0.8916015625}, {"start": 2335.44, "end": 2336.8, "word": " and", "probability": 0.51416015625}, {"start": 2336.8, "end": 2337.16, "word": " classify", "probability": 0.9482421875}, {"start": 2337.16, "end": 2337.44, "word": " it", "probability": 0.9150390625}, {"start": 2337.44, "end": 2337.6, "word": " into", "probability": 0.62744140625}, {"start": 2337.6, "end": 2337.86, "word": " three", "probability": 0.6962890625}, {"start": 2337.86, "end": 2338.24, "word": " columns.", "probability": 0.93994140625}, {"start": 2338.72, "end": 2339.28, "word": " Product,", "probability": 0.89306640625}, {"start": 2339.7, "end": 2340.14, "word": " solution", "probability": 0.8515625}, {"start": 2340.14, "end": 2340.38, "word": " and", "probability": 0.65869140625}, {"start": 2340.38, "end": 2340.76, "word": " value.", "probability": 0.96484375}, {"start": 2341.4, "end": 2341.44, "word": " And", "probability": 0.6640625}, {"start": 2341.44, "end": 2341.64, "word": " give", "probability": 0.8427734375}, {"start": 2341.64, "end": 2341.8, "word": " me", "probability": 0.9326171875}, {"start": 2341.8, "end": 2342.06, "word": " four", "probability": 0.77978515625}, {"start": 2342.06, "end": 2342.6, "word": " examples", "probability": 0.830078125}, {"start": 2342.6, "end": 2342.94, "word": " under", "probability": 0.77001953125}, {"start": 2342.94, "end": 2343.36, "word": " each", "probability": 0.9404296875}, {"start": 2343.36, "end": 2343.68, "word": " column.", "probability": 0.83740234375}, {"start": 2345.28, "end": 2345.64, "word": " Any", "probability": 0.884765625}, {"start": 2345.64, "end": 2345.96, "word": " questions?", "probability": 0.63134765625}, {"start": 2346.1, "end": 2346.14, "word": " Any", "probability": 0.84619140625}, {"start": 2346.14, "end": 2346.46, "word": " comments?", "probability": 0.9033203125}, {"start": 2347.22, "end": 2347.8, "word": " So", "probability": 0.8203125}, {"start": 2347.8, "end": 2347.94, "word": " we", "probability": 0.68896484375}, {"start": 2347.94, "end": 2348.06, "word": " are", "probability": 0.90673828125}, {"start": 2348.06, "end": 2348.2, "word": " done", "probability": 0.92431640625}, {"start": 2348.2, "end": 2348.54, "word": " today?", "probability": 0.7919921875}, {"start": 2348.96, "end": 2349.54, "word": " We", "probability": 0.802734375}, {"start": 2349.54, "end": 2349.72, "word": " are", "probability": 0.93359375}, {"start": 2349.72, "end": 2349.96, "word": " done.", "probability": 0.92236328125}, {"start": 2350.06, "end": 2350.26, "word": " Thank", "probability": 0.88671875}, {"start": 2350.26, "end": 2350.36, "word": " you", "probability": 0.9599609375}, {"start": 2350.36, "end": 2350.52, "word": " very", "probability": 0.8525390625}, {"start": 2350.52, "end": 2350.78, "word": " much.", "probability": 0.91552734375}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 2351.8795, "duration_after_vad": 2251.2443749999916} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak.srt new file mode 100644 index 0000000000000000000000000000000000000000..989e6238295d57d964a82a383492394bacef28b8 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak.srt @@ -0,0 +1,2041 @@ +1 +00:00:21,240 --> 00:00:24,900 +Okay, good morning. Good morning. InshaAllah, today + +2 +00:00:24,900 --> 00:00:29,200 +we are going to start with part number two in our + +3 +00:00:29,200 --> 00:00:32,840 +textbook of sales management. Part number two + +4 +00:00:32,840 --> 00:00:37,180 +as you can see, it is entitled "Sales force" + +5 +00:00:37,180 --> 00:00:42,640 +activities. The title of chapter number four is + +6 +00:00:42,640 --> 00:00:46,200 +account relationship management. So, all the time + +7 +00:00:46,200 --> 00:00:48,780 +we have to remember our relationship with the + +8 +00:00:48,780 --> 00:00:51,790 +management should be sustainable. So, if it is + +9 +00:00:51,790 --> 00:00:54,510 +going to be sustainable, we should address the + +10 +00:00:54,510 --> 00:00:58,130 +issue of managing, or the issue of management, how we + +11 +00:00:58,130 --> 00:01:01,710 +are going to manage this relationship with our own + +12 +00:01:01,710 --> 00:01:06,130 +customers. To prepare our discussion for this + +13 +00:01:06,130 --> 00:01:09,670 +topic, we would like to have an overview. This + +14 +00:01:09,670 --> 00:01:11,570 +overview is going to focus on the account + +15 +00:01:11,570 --> 00:01:15,230 +relationship management concepts. In sales + +16 +00:01:15,230 --> 00:01:17,310 +management, we are going to talk about four major + +17 +00:01:17,310 --> 00:01:19,210 +concepts. We will talk about them in a very + +18 +00:01:19,210 --> 00:01:22,310 +detailed way later on, during our covering of chapter + +19 +00:01:22,310 --> 00:01:27,030 +number four. We will talk about account purchasing + +20 +00:01:27,030 --> 00:01:30,130 +process. Then we are going to talk about the + +21 +00:01:30,130 --> 00:01:32,910 +buying center. Third, we are going to talk + +22 +00:01:32,910 --> 00:01:35,370 +about building account relationships. And + +23 +00:01:35,370 --> 00:01:38,010 +finally, we will conclude with account relationship + +24 +00:01:38,010 --> 00:01:43,470 +vendors. So, all these four concepts, we will cover + +25 +00:01:43,470 --> 00:01:47,750 +and review them in a very detailed way. To start, + +26 +00:01:48,330 --> 00:01:52,190 +let's begin talking about the steps which we are + +27 +00:01:52,190 --> 00:01:56,670 +going to take in our own personal purchasing + +28 +00:01:56,670 --> 00:02:01,510 +decision. In other words, we would like to listen + +29 +00:02:01,510 --> 00:02:04,470 +from one of the students about what are the major + +30 +00:02:04,470 --> 00:02:08,200 +steps which he is going to make in order to + +31 +00:02:08,200 --> 00:02:13,860 +finalize any decision relative to purchasing, what + +32 +00:02:13,860 --> 00:02:16,180 +are the major steps which you are making or + +33 +00:02:16,180 --> 00:02:16,640 +taking? + +34 +00:02:19,270 --> 00:02:23,970 +First step, we identify the needs, what I need, + +35 +00:02:24,610 --> 00:02:28,570 +then I evaluate the options, I look for the + +36 +00:02:28,570 --> 00:02:34,110 +options or what I have. Third, I take the personal + +37 +00:02:34,110 --> 00:02:37,850 +decision, then I evaluate if I am satisfied with + +38 +00:02:37,850 --> 00:02:41,470 +this product or not. Excellent. So, as Ola stated, + +39 +00:02:42,290 --> 00:02:44,830 +all the time remember if you are going to talk + +40 +00:02:44,830 --> 00:02:47,630 +about the stages or the steps in our purchasing + +41 +00:02:47,630 --> 00:02:50,410 +decision, we are going to classify them into four + +42 +00:02:50,410 --> 00:02:54,270 +steps. Number one, recognition of needs. In other + +43 +00:02:54,270 --> 00:02:56,970 +words, we would like to recognize what we need, + +44 +00:02:57,730 --> 00:02:59,550 +what kind of product we would like to + +45 +00:02:59,550 --> 00:03:02,510 +have, or what kind of service which we would like + +46 +00:03:02,510 --> 00:03:06,030 +to get. Later on, we will begin talking about the + +47 +00:03:06,030 --> 00:03:08,850 +evaluation of options; what are the alternatives + +48 +00:03:08,850 --> 00:03:11,610 +which are available in the market, and which + +49 +00:03:11,610 --> 00:03:15,130 +option matches what I need exactly. + +50 +00:03:15,890 --> 00:03:18,950 +Later on, or the third stage of this decision, + +51 +00:03:18,950 --> 00:03:21,530 +purchasing, or the purchasing decision is + +52 +00:03:21,530 --> 00:03:24,810 +the purchasing decision itself. In other words, I am + +53 +00:03:24,810 --> 00:03:27,570 +going to take a decision to purchase and to buy. + +54 +00:03:28,170 --> 00:03:30,930 +The final step is going to be the implementation + +55 +00:03:30,930 --> 00:03:34,670 +and evaluation. Implementation means I concluded + +56 +00:03:34,670 --> 00:03:38,270 +my purchasing decision and now I am evaluating it. + +57 +00:03:38,630 --> 00:03:41,790 +When we are saying I am evaluating it, is the + +58 +00:03:41,790 --> 00:03:46,390 +product or service which I got okay? Is it + +59 +00:03:46,390 --> 00:03:50,830 +satisfying, or did it satisfy my need? So, all these + +60 +00:03:50,830 --> 00:03:54,130 +questions must be answered clearly and precisely. + +61 +00:03:54,730 --> 00:03:58,390 +Now, let's give a realistic example. If one of the + +62 +00:03:58,390 --> 00:04:00,130 +students, for example, would like to buy a cell + +63 +00:04:00,130 --> 00:04:04,350 +phone. Now, if you are going to look at this + +64 +00:04:04,350 --> 00:04:09,170 +student, she will say, "I need a cell phone to + +65 +00:04:09,170 --> 00:04:12,110 +conduct and organize my communication with my + +66 +00:04:12,110 --> 00:04:16,350 +friends, colleagues, and family members." Sometimes + +67 +00:04:16,350 --> 00:04:20,890 +she might be hesitant to do that, especially if + +68 +00:04:20,890 --> 00:04:26,490 +she has a telephone in her own house and if she + +69 +00:04:26,490 --> 00:04:31,230 +has an email account and internet access, she might + +70 +00:04:31,230 --> 00:04:34,550 +be hesitant not to buy a cell phone. Why? Because + +71 +00:04:34,550 --> 00:04:36,510 +the telephone, along with email access, + +72 +00:04:36,510 --> 00:04:41,430 +is a tool for communication also. So, + +73 +00:04:41,430 --> 00:04:43,310 +here we are talking about recognition of the + +74 +00:04:43,310 --> 00:04:47,430 +needs. The student is going to think in a very + +75 +00:04:47,430 --> 00:04:51,690 +detailed and deep way, and she might say, "What am I + +76 +00:04:51,690 --> 00:04:54,270 +going to do while I am in the campus or in the + +77 +00:04:54,270 --> 00:04:57,710 +university? Do I need to buy a cell phone to be + +78 +00:04:57,710 --> 00:05:00,850 +all the time with me in classrooms and out + +79 +00:05:00,850 --> 00:05:04,230 +of classrooms, and in campuses, and in the street?" If + +80 +00:05:04,230 --> 00:05:08,070 +she decided, "Yes, I need it," then we can say she + +81 +00:05:08,070 --> 00:05:11,590 +recognized her need. Later on, she is going to look + +82 +00:05:11,590 --> 00:05:16,330 +at the evaluation of the options. Now, we are + +83 +00:05:16,330 --> 00:05:18,510 +talking about various types and categories. We are + +84 +00:05:18,510 --> 00:05:20,570 +talking about Nokia types, we are talking about + +85 +00:05:20,570 --> 00:05:23,310 +Apple types, we are talking about Samsung types, and + +86 +00:05:23,310 --> 00:05:26,070 +so on. So, all these are alternatives for the + +87 +00:05:26,070 --> 00:05:28,890 +product which we need in this example, which is + +88 +00:05:28,890 --> 00:05:32,890 +the cellphone. Later on, we are going to take a + +89 +00:05:32,890 --> 00:05:36,470 +decision on purchasing. In other words, we decided + +90 +00:05:36,470 --> 00:05:39,850 +to finalize our decision, and for example, we took + +91 +00:05:39,850 --> 00:05:43,620 +a decision to buy a reasonable cellphone. Let's + +92 +00:05:43,620 --> 00:05:48,960 +imagine it is a Nokia. Later on, we + +93 +00:05:48,960 --> 00:05:51,300 +implemented the decision and we began evaluating + +94 +00:05:51,300 --> 00:05:54,940 +our decision after six months or one year. If the + +95 +00:05:54,940 --> 00:05:58,420 +phone was working throughout this previous time in + +96 +00:05:58,420 --> 00:06:01,980 +a very nice and good way, then our evaluation is + +97 +00:06:01,980 --> 00:06:05,830 +going to be positive. But if our cell phone faced + +98 +00:06:05,830 --> 00:06:08,890 +or encountered troubles and problems, and it + +99 +00:06:08,890 --> 00:06:12,370 +required or demanded maintenance, then our + +100 +00:06:12,370 --> 00:06:15,450 +evaluation is going to be negative. If it is + +101 +00:06:15,450 --> 00:06:17,910 +negative, we do not think we are going to repeat + +102 +00:06:17,910 --> 00:06:21,830 +the same experience in the future. But if our + +103 +00:06:21,830 --> 00:06:25,710 +evaluation is positive, then we are talking about + +104 +00:06:25,710 --> 00:06:28,290 +a stronger probability, exceeding more than 70 or + +105 +00:06:28,290 --> 00:06:32,670 +60 percent, that we will repeat and re-buy another cell + +106 +00:06:32,670 --> 00:06:36,950 +phone from the same type or category. So, this is + +107 +00:06:36,950 --> 00:06:40,230 +exactly the major steps which we will experiment + +108 +00:06:40,230 --> 00:06:46,830 +or live through during the purchasing decision. We + +109 +00:06:46,830 --> 00:06:49,250 +finalized these issues. Now, we would like to talk + +110 +00:06:49,250 --> 00:06:52,890 +about the other point of view, which is what are + +111 +00:06:52,890 --> 00:06:55,570 +the major responsibilities and duties which must + +112 +00:06:55,570 --> 00:06:58,710 +be done by the salesperson under every single + +113 +00:06:58,710 --> 00:07:04,010 +step? Under every single step. So, let's begin. + +114 +00:07:04,170 --> 00:07:06,810 +Step number one, we agreed it is going to be the + +115 +00:07:06,810 --> 00:07:09,170 +recognition of the needs. So, what are the + +116 +00:07:09,170 --> 00:07:12,070 +responsibilities and duties which salespersons + +117 +00:07:12,070 --> 00:07:16,330 +must do under this stage or step? Look here, + +118 +00:07:16,650 --> 00:07:19,150 +all the time, salespersons must help + +119 +00:07:19,150 --> 00:07:24,230 +customers by recognizing a need or problem and + +120 +00:07:24,230 --> 00:07:28,270 +defining them in a new or different way. Let's + +121 +00:07:28,270 --> 00:07:31,500 +stop here and talk a little bit about it. Many + +122 +00:07:31,500 --> 00:07:34,680 +times when this might happen with us, we are going + +123 +00:07:34,680 --> 00:07:37,380 +to enter a supermarket, or a grocery, or a shop, or + +124 +00:07:37,380 --> 00:07:39,960 +any buying center, and we are going to look at the + +125 +00:07:39,960 --> 00:07:42,320 +shelves and we are going to look at the various + +126 +00:07:42,320 --> 00:07:45,080 +products, and by the end we are going to leave this + +127 +00:07:45,080 --> 00:07:47,880 +buying center without taking any decision or + +128 +00:07:47,880 --> 00:07:52,200 +purchasing. If you are going to ask yourself why + +129 +00:07:52,200 --> 00:07:56,580 +is this? You will say internally, "I do not + +130 +00:07:56,580 --> 00:07:59,900 +recognize what I need." Is this happening with you? + +131 +00:08:00,670 --> 00:08:05,590 +Many times it is happening with everybody. Now, in + +132 +00:08:05,590 --> 00:08:08,710 +this case, who is going to step forward? The + +133 +00:08:08,710 --> 00:08:12,990 +salesperson. This salesperson must come directly + +134 +00:08:12,990 --> 00:08:17,550 +and he or she must be able to help the customer to + +135 +00:08:17,550 --> 00:08:20,990 +formulate and identify what they need exactly. + +136 +00:08:22,110 --> 00:08:27,430 +If the salesperson, or if the salesperson has a + +137 +00:08:27,430 --> 00:08:31,000 +very deep technical knowledge about the problem or + +138 +00:08:31,000 --> 00:08:38,560 +the issue which is agonizing the customer, then for + +139 +00:08:38,560 --> 00:08:43,140 +sure this salesperson will help him or her to put + +140 +00:08:43,140 --> 00:08:47,300 +their hand on the product or the service which they + +141 +00:08:47,300 --> 00:08:52,800 +need. Later on, under stage number two, also + +142 +00:08:52,800 --> 00:08:54,800 +salespersons are going to have other + +143 +00:08:54,800 --> 00:08:57,740 +responsibilities and duties. To evaluate the + +144 +00:08:57,740 --> 00:09:00,120 +options or the alternatives of the products or the + +145 +00:09:00,120 --> 00:09:03,060 +services, the salesperson must identify the + +146 +00:09:03,060 --> 00:09:07,080 +options, provide superior solutions and approaches + +147 +00:09:07,080 --> 00:09:10,860 +to help overcome obstacles to + +148 +00:09:10,860 --> 00:09:14,800 +acquisition. Acquisition means owning, purchasing. + +149 +00:09:16,460 --> 00:09:22,260 +So here, imagine all the times the salesperson + +150 +00:09:22,260 --> 00:09:26,040 +will be asked, "What are the alternatives which are + +151 +00:09:26,040 --> 00:09:29,040 +available on the shelves? What is their own + +152 +00:09:29,040 --> 00:09:33,380 +quality? What are their own specifications? What + +153 +00:09:33,380 --> 00:09:36,080 +is their cost? What are the raw materials which + +154 +00:09:36,080 --> 00:09:38,540 +are used in the manufacturing process?" And so on. + +155 +00:09:39,900 --> 00:09:43,280 +So, in this case, the salesperson must have + +156 +00:09:43,280 --> 00:09:48,770 +the answer; otherwise, they are not going to help + +157 +00:09:48,770 --> 00:09:52,290 +the customer to evaluate the options, and if they + +158 +00:09:52,290 --> 00:09:54,610 +are not going to help the customer to evaluate the + +159 +00:09:54,610 --> 00:10:00,190 +options, this means we left the customer swimming + +160 +00:10:00,190 --> 00:10:03,870 +alone, which means that the customer is + +161 +00:10:03,870 --> 00:10:06,990 +hesitant and he or she cannot take a decision + +162 +00:10:06,990 --> 00:10:09,850 +simply because they do not have a deep knowledge + +163 +00:10:09,850 --> 00:10:15,710 +about the alternatives. Now, + +164 +00:10:16,810 --> 00:10:19,910 +let's talk about the third stage. In the third + +165 +00:10:19,910 --> 00:10:22,070 +stage, we are talking about the purchase decision. + +166 +00:10:23,010 --> 00:10:25,670 +Under the purchase decision, the salespersons + +167 +00:10:25,670 --> 00:10:29,170 +have extra responsibilities, including making the + +168 +00:10:29,170 --> 00:10:32,830 +purchasing process convenient and hassle-free. + +169 +00:10:33,190 --> 00:10:36,530 +Hassle-free means trouble-free. Hassle-free means + +170 +00:10:36,530 --> 00:10:41,920 +trouble-free and inexpensive. When we are talking + +171 +00:10:41,920 --> 00:10:45,620 +about the word "convenience," we must remind ourselves of three + +172 +00:10:45,620 --> 00:10:50,240 +items: number one, time; number two, effort; + +173 +00:10:50,420 --> 00:10:54,960 +number three, cost. So, if the time and the effort + +174 +00:10:54,960 --> 00:10:59,160 +and the cost are at their own minimal levels, then + +175 +00:10:59,160 --> 00:11:02,600 +we can say that the purchasing process is + +176 +00:11:02,600 --> 00:11:07,550 +convenient. If the time and the cost and the + +177 +00:11:07,550 --> 00:11:12,430 +effort are too demanding, then we can say that the + +178 +00:11:12,430 --> 00:11:17,010 +purchasing process is inconvenient. All the time + +179 +00:11:17,010 --> 00:11:21,210 +remember customers prefer the easiest and the + +180 +00:11:21,210 --> 00:11:27,870 +most convenient way to buy. Let's talk about the + +181 +00:11:27,870 --> 00:11:30,710 +final stage, which is implementation and evaluation. + +182 +00:11:31,570 --> 00:11:34,470 +In the fourth and final stage, if you are + +183 +00:11:34,470 --> 00:11:36,850 +going to look at the salesperson, the salesperson + +184 +00:11:36,850 --> 00:11:39,550 +here must support the purchase decision + +185 +00:11:39,550 --> 00:11:43,150 +by showing customers how to install and use the + +186 +00:11:43,150 --> 00:11:47,870 +product, replenish, and evaluate value. All these + +187 +00:11:47,870 --> 00:11:51,270 +things are responsibilities of the salesperson. + +188 +00:11:54,650 --> 00:11:59,770 +Alternatives? We cannot say this. All of them are + +189 +00:11:59,770 --> 00:12:01,130 +important. Why? + +190 +00:12:04,370 --> 00:12:07,450 +Exactly. We are talking about individual + +191 +00:12:07,450 --> 00:12:10,670 +differences among customers. Sometimes the + +192 +00:12:10,670 --> 00:12:12,690 +customer will be in this stage. + +193 +00:12:13,470 --> 00:12:15,670 +Sometimes a second customer will be in + +194 +00:12:15,670 --> 00:12:18,810 +the second stage. Sometimes a third customer is + +195 +00:12:18,810 --> 00:12:22,790 +going to be in the third stage. And sometimes a + +196 +00:12:22,790 --> 00:12:24,350 +fourth customer is going to be in the fourth + +197 +00:12:24,350 --> 00:12:29,990 +stage. So, this imposes on us as a sales agency to + +198 +00:12:29,990 --> 00:12:34,290 +equip and prepare our sales staff members to be + +199 +00:12:3 + +223 +00:14:14,190 --> 00:14:18,540 +experience basis. Therefore, a lot of the + +224 +00:14:18,540 --> 00:14:21,860 +customers are going to track or follow up on the + +225 +00:14:21,860 --> 00:14:25,440 +performance of their own suppliers. Are we talking + +226 +00:14:25,440 --> 00:14:27,600 +about excellent performance or are we talking + +227 +00:14:27,600 --> 00:14:31,140 +about bad performance? If you are going to talk + +228 +00:14:31,140 --> 00:14:34,240 +about bad performance, this is going to incite the + +229 +00:14:34,240 --> 00:14:38,330 +customers to give up dealing with the supplier. On + +230 +00:14:38,330 --> 00:14:40,530 +the other hand, if you are talking about excellent + +231 +00:14:40,530 --> 00:14:44,190 +performance, this is also going to incite the + +232 +00:14:44,190 --> 00:14:47,430 +customer to continue dealing with the supplier. + +233 +00:14:49,070 --> 00:14:52,250 +The second question was, do you single out certain + +234 +00:14:52,250 --> 00:14:56,210 +suppliers as a preferred supplier, a preferred + +235 +00:14:56,210 --> 00:14:58,830 +sales agency, which we would like to continue + +236 +00:14:58,830 --> 00:15:02,690 +working with? The majority are saying, more + +237 +00:15:02,690 --> 00:15:07,950 +than half or 50%, they said yes. And about 36%, + +238 +00:15:07,950 --> 00:15:12,410 +they said no. And about 9% said not + +239 +00:15:12,410 --> 00:15:15,410 +available. In other words, they didn't answer this + +240 +00:15:15,410 --> 00:15:20,710 +question. They didn't answer this question. But + +241 +00:15:20,710 --> 00:15:23,730 +the majority are saying, yes, we would like + +242 +00:15:23,730 --> 00:15:29,950 +to classify the sales agency to be a preferred seller + +243 +00:15:29,950 --> 00:15:33,870 +or supplier. Someone is going to say, is this + +244 +00:15:33,870 --> 00:15:37,310 +happening in our actual life? The question or the + +245 +00:15:37,310 --> 00:15:41,250 +answer is yes. Take this example. Imagine you are + +246 +00:15:41,250 --> 00:15:44,290 +living in a very small neighborhood. In this small + +247 +00:15:44,290 --> 00:15:47,690 +neighborhood, you have three kinds or types + +248 +00:15:47,690 --> 00:15:50,930 +of supermarket. One of them is for Mr. Mohamed, + +249 +00:15:51,070 --> 00:15:55,530 +the second is for Mr. Ali, and the third is for Mr. + +250 +00:15:55,610 --> 00:16:01,630 +Iman. So what are you going to do? We are going to + +251 +00:16:01,630 --> 00:16:06,410 +experiment and test each one. But after one month + +252 +00:16:06,410 --> 00:16:11,610 +or two months, we will decide to continue dealing + +253 +00:16:11,610 --> 00:16:16,970 +with one provider, one supplier. This supplier is + +254 +00:16:16,970 --> 00:16:21,830 +going to be the preferred supermarket. It is going + +255 +00:16:21,830 --> 00:16:25,750 +to be the preferred supermarket. Why? For various + +256 +00:16:25,750 --> 00:16:28,790 +reasons. We are comfortable while we are dealing + +257 +00:16:28,790 --> 00:16:34,650 +with them. Their cost is reasonable. The + +258 +00:16:34,650 --> 00:16:39,070 +quality of the products is good. The treatment is + +259 +00:16:39,070 --> 00:16:42,930 +very nice and human. So all these reasons are + +260 +00:16:42,930 --> 00:16:48,070 +going to make us formulate a judgment. This + +261 +00:16:48,070 --> 00:16:52,430 +judgment, according to it, we are going to give a + +262 +00:16:52,430 --> 00:16:56,290 +title for this service or product provider to be + +263 +00:16:56,290 --> 00:16:58,250 +the preferred one. + +264 +00:17:01,590 --> 00:17:04,530 +Let's go on with this survey and let's talk about + +265 +00:17:04,530 --> 00:17:09,010 +another question. One of the questions in the + +266 +00:17:09,010 --> 00:17:11,270 +survey is, do you have multiple tiers for ranking + +267 +00:17:11,270 --> 00:17:14,450 +suppliers? What's the meaning of the word multiple + +268 +00:17:14,450 --> 00:17:21,500 +tiers? Multiple types or ranks or levels. So the + +269 +00:17:21,500 --> 00:17:24,360 +multiple levels for ranking suppliers. How are we + +270 +00:17:24,360 --> 00:17:28,100 +going to rank them? Ranking them to be the top, or + +271 +00:17:28,100 --> 00:17:31,380 +to be the middle, or to be the low? All the time, + +272 +00:17:31,500 --> 00:17:34,080 +remember, you are going to find that more than + +273 +00:17:34,080 --> 00:17:37,140 +half of the respondents, half of the customers, + +274 +00:17:37,260 --> 00:17:41,000 +said yes, we are ranking the suppliers + +275 +00:17:41,000 --> 00:17:46,870 +according to a certain order of ranks. About 40% + +276 +00:17:46,870 --> 00:17:51,650 +said, we do not rank them. 9% said, we do not want + +277 +00:17:51,650 --> 00:17:54,310 +to answer this question. So the majority is, + +278 +00:17:54,850 --> 00:17:59,010 +customers are ranking the suppliers or the sales + +279 +00:17:59,010 --> 00:17:59,490 +companies. + +280 +00:18:03,030 --> 00:18:07,920 +We will talk about them. Be patient. Before we are + +281 +00:18:07,920 --> 00:18:10,080 +going to talk about them in detail, and + +282 +00:18:10,080 --> 00:18:12,840 +quickly answering your question, Farah, when we are + +283 +00:18:12,840 --> 00:18:15,920 +saying multiple tiers, the relationship which is + +284 +00:18:15,920 --> 00:18:19,480 +going to link us with the supplier, which is going + +285 +00:18:19,480 --> 00:18:22,580 +to link us with the sales agency, this + +286 +00:18:22,580 --> 00:18:25,640 +relationship is going to be ranked according + +287 +00:18:25,640 --> 00:18:28,120 +to various criteria, or according to the nature of the + +288 +00:18:28,120 --> 00:18:31,120 +relationship. This relationship might be + +289 +00:18:31,120 --> 00:18:34,780 +traditional. This relationship might be a kind of + +290 +00:18:34,780 --> 00:18:38,520 +partnership. This relationship might be a kind of + +291 +00:18:38,520 --> 00:18:42,180 +preferred relationship, and so on. So this kind of + +292 +00:18:42,180 --> 00:18:46,940 +relationship, according to them, we can generalize + +293 +00:18:46,940 --> 00:18:54,230 +tiers for each supplier. Is it clear? If it + +294 +00:18:54,230 --> 00:18:57,030 +isn't clear, we will talk about this in detail + +295 +00:18:57,030 --> 00:19:01,150 +after two minutes. Now, let's talk + +296 +00:19:01,150 --> 00:19:04,470 +about a fourth question in this survey. In this + +297 +00:19:04,470 --> 00:19:07,930 +survey, have any suppliers attained and lost top + +298 +00:19:07,930 --> 00:19:14,230 +-level status? The majority are saying yes. 77% of + +299 +00:19:14,230 --> 00:19:19,640 +the respondents said yes. About 23% said no. What + +300 +00:19:19,640 --> 00:19:22,020 +do you understand from this? Or in other words, + +301 +00:19:22,740 --> 00:19:26,200 +what is your interpretation of the answer to this + +302 +00:19:26,200 --> 00:19:30,540 +question? What can you understand? Hanin? The + +303 +00:19:30,540 --> 00:19:33,240 +supplier can satisfy the customer if he recognizes + +304 +00:19:33,240 --> 00:19:35,800 +exactly what his needs are and he satisfies them. + +305 +00:19:36,060 --> 00:19:40,040 +And? We can say that we have a positive and + +306 +00:19:40,040 --> 00:19:43,620 +continuing relationship between suppliers and the + +307 +00:19:43,620 --> 00:19:51,400 +customers. Good. And? The main answer? Your status + +308 +00:19:51,400 --> 00:19:56,600 +as an excellent provider or supplier, or to be a + +309 +00:19:56,600 --> 00:19:59,920 +very good supplier, or to be a good supplier, or to + +310 +00:19:59,920 --> 00:20:04,340 +be a poor supplier is fluctuating. In other words, + +311 +00:20:04,900 --> 00:20:08,500 +we do not talk about any guarantee that is going + +312 +00:20:08,500 --> 00:20:12,280 +to maintain or preserve your rank of excellent + +313 +00:20:12,280 --> 00:20:17,240 +provider forever. In other words, we have to + +314 +00:20:17,240 --> 00:20:19,720 +remember the competitors and what they are going + +315 +00:20:19,720 --> 00:20:23,480 +to do to knock you out of this excellent rank, + +316 +00:20:23,960 --> 00:20:29,120 +to knock you out of this excellent rank. So + +317 +00:20:29,120 --> 00:20:32,840 +most suppliers are going to lose + +318 +00:20:32,840 --> 00:20:37,260 +or attain a new rank throughout their existence in + +319 +00:20:37,260 --> 00:20:40,800 +the market. Is this reality? This is the reality + +320 +00:20:40,800 --> 00:20:45,320 +of the market. So buyers or sales agencies + +321 +00:20:45,320 --> 00:20:48,020 +sometimes are going to be the leading force, or + +322 +00:20:48,020 --> 00:20:51,300 +the leading force, and sometimes they are going to + +323 +00:20:51,300 --> 00:20:54,320 +be out of the competition. This is the fate of the + +324 +00:20:54,320 --> 00:20:59,320 +market. This is our life. So this is imposing on us + +325 +00:20:59,320 --> 00:21:03,200 +as a sales agency to do what? To be attentive and + +326 +00:21:03,200 --> 00:21:07,070 +to be competitive all the time. If you are not + +327 +00:21:07,070 --> 00:21:09,350 +going to be attentive and competitive all the + +328 +00:21:09,350 --> 00:21:14,190 +time, this means you will lose your strong points + +329 +00:21:14,190 --> 00:21:18,730 +of competition. If you lose them, other + +330 +00:21:18,730 --> 00:21:22,730 +competitors will knock you out and get you out of + +331 +00:21:22,730 --> 00:21:29,490 +the market. So, should we sleep? Should we rest? + +332 +00:21:30,290 --> 00:21:34,150 +No. Should we continue learning? Yes. Should we + +333 +00:21:34,150 --> 00:21:36,790 +continue developing our strategies and policies of + +334 +00:21:36,790 --> 00:21:41,630 +work? Also yes. This is the meaning of this + +335 +00:21:41,630 --> 00:21:44,990 +question. Any question? Any comments about this? + +336 +00:21:45,450 --> 00:21:50,070 +Now, let's go on. Also in this survey, the survey + +337 +00:21:50,070 --> 00:21:53,990 +is trying to provide us with various criteria + +338 +00:21:54,930 --> 00:21:58,750 +according to which we can + +339 +00:21:58,750 --> 00:22:02,070 +classify whether the supplier is a top-performing or + +340 +00:22:02,070 --> 00:22:08,550 +low-performing. If you are going to be one among + +341 +00:22:08,550 --> 00:22:10,470 +or in the group of the top-performing sales + +342 +00:22:10,470 --> 00:22:13,750 +agencies, this means we have to take all these + +343 +00:22:13,750 --> 00:22:16,970 +traits into consideration. Trait number one, + +344 +00:22:17,070 --> 00:22:20,890 +quality. Trait number two, on-time delivery, trait + +345 +00:22:20,890 --> 00:22:25,730 +number three, service, four, ISO 9000 certification + +346 +00:22:25,730 --> 00:22:29,330 +for quality, good responsibility, good + +347 +00:22:29,330 --> 00:22:32,790 +management. These factors are decisive + +348 +00:22:32,790 --> 00:22:35,710 +factors. According to them, we can classify + +349 +00:22:35,710 --> 00:22:38,590 +ourselves as top-performing sales agencies. + +350 +00:22:39,650 --> 00:22:43,950 +Now, a criterion which is called quality, it is + +351 +00:22:43,950 --> 00:22:46,350 +occupying about 28% + +352 +00:22:50,720 --> 00:22:57,420 +It is occupying about 28% in the criteria of + +353 +00:22:57,420 --> 00:23:00,960 +evaluating our performance to determine if we are top + +354 +00:23:00,960 --> 00:23:05,540 +-performing or low-performing. Later on, if we are + +355 +00:23:05,540 --> 00:23:07,880 +going to talk about on-time delivery, we are + +356 +00:23:07,880 --> 00:23:14,080 +talking about 14%. This 14% refers to the + +357 +00:23:14,080 --> 00:23:16,840 +credibility and the reliability of the supplier or + +358 +00:23:16,840 --> 00:23:21,670 +sales agency. In other words, customers will + +359 +00:23:21,670 --> 00:23:25,650 +evaluate you as a supplier or as a sales agency + +360 +00:23:25,650 --> 00:23:28,970 +according to your reliability, according to your + +361 +00:23:28,970 --> 00:23:32,070 +credibility, and they will evaluate you as a top + +362 +00:23:32,070 --> 00:23:38,030 +-performing agency according to on-time delivery if + +363 +00:23:38,030 --> 00:23:41,230 +you are honest, if you are frank, and if you are + +364 +00:23:41,230 --> 00:23:46,430 +faithful; if you didn't maintain your promise, if you + +365 +00:23:46,430 --> 00:23:50,130 +didn't keep your word, this means you will lose + +366 +00:23:50,130 --> 00:23:55,870 +about 14% from the overall evaluation of top + +367 +00:23:55,870 --> 00:23:59,910 +-performing sales agencies or suppliers. Clear? + +368 +00:24:00,690 --> 00:24:03,230 +Later on, we are talking about a third criterion + +369 +00:24:03,230 --> 00:24:07,510 +which is service. Service is allocated about + +370 +00:24:07,510 --> 00:24:14,410 +12%. Later on, ISO 9000 certification with 8%, good + +371 +00:24:14,410 --> 00:24:18,530 +responsibility 7%, and 5% for good management + +372 +00:24:18,530 --> 00:24:23,970 +and another 5% for other factors. So what do + +373 +00:24:23,970 --> 00:24:26,150 +we understand from this distribution or this + +374 +00:24:26,150 --> 00:24:28,810 +graph? What do we understand? + +375 +00:24:31,450 --> 00:24:34,770 +The supplier should take into account + +376 +00:24:41,150 --> 00:24:44,310 +To classify myself as a top-performance agency. + +377 +00:24:45,070 --> 00:24:49,410 +Excellent. Okay, priority should be given to which + +378 +00:24:49,410 --> 00:24:54,230 +criterion? Quality. Excellent. So quality + +379 +00:24:54,230 --> 00:24:57,850 +should be given major attention and major + +380 +00:24:57,850 --> 00:25:00,870 +effort if we would like to talk about top + +381 +00:25:00,870 --> 00:25:04,490 +-performing agency. Why? Because it is occupying + +382 +00:25:04,490 --> 00:25:09,320 +about 30% of the evaluation that will be done by + +383 +00:25:09,320 --> 00:25:16,180 +the customers about me as a business. Clear? Any + +384 +00:25:16,180 --> 00:25:20,320 +questions? Any comments? Okay, that's fine. Let's + +385 +00:25:20,320 --> 00:25:23,160 +go to the final thing for today's class. We are + +386 +00:25:23,160 --> 00:25:27,140 +now going to talk about tiering. Listen here. + +387 +00:25:28,280 --> 00:25:31,300 +Remember, if you are going to talk about the + +388 +00:25:31,300 --> 00:25:33,660 +tiering of suppliers or tiering of sales agencies, + +389 +00:25:34,480 --> 00:25:36,920 +we are going to talk about tier number one, two, + +390 +00:25:37,240 --> 00:25:43,620 +three, and four. With each tier, it reflects, it + +391 +00:25:43,620 --> 00:25:47,140 +mirrors the relationship between the sales + +392 +00:25:47,140 --> 00:25:50,540 +business and the customer. Well, let's give an + +393 +00:25:50,540 --> 00:25:54,860 +example. Tier number one, we call it the "in" + +394 +00:25:54,860 --> 00:26:01,420 +supplier. The "in" supplier focuses on one major + +395 +00:26:01,420 --> 00:26:05,380 +thing, which is that we have just a merely + +396 +00:26:05,380 --> 00:26:11,640 +traditional relationship with this supplier. A merely + +397 +00:26:11,640 --> 00:26:15,020 +traditional relationship with this customer, or + +398 +00:26:15,020 --> 00:26:17,980 +sorry, with this supplier. Let's give an example. + +399 +00:26:19,640 --> 00:26:22,740 +Imagine you are coming to the university. In the + +400 +00:26:22,740 --> 00:26:27,190 +middle of the road, you feel thirsty. So what do + +401 +00:26:27,190 --> 00:26:30,210 +you need here? You need a product, and this product + +402 +00:26:30,210 --> 00:26:35,070 +is called a bottle of water. We are going to enter + +403 +00:26:35,070 --> 00:26:38,550 +the nearest shop to buy and to + +404 +00:26:38,550 --> 00:26:41,250 +obtain this bottle of water to satisfy your need. + +405 +00:26:42,410 --> 00:26:46,490 +Is this true? It's true. Do you know the owner of + +406 +00:26:46,490 --> 00:26:51,190 +this shop? Do you know this supplier? Does he know + +407 +00:26:51,190 --> 00:26:56,650 +you? Did you deal with him before? No. So this kind + +408 +00:26:56,650 --> 00:27:01,930 +of supplier, we classify him as an "in" supplier. So + +409 +00:27:01,930 --> 00:27:06,690 +the "in" supplier is, or we have a merely + +410 +00:27:06,690 --> 00:27:09,190 +traditional relationship with him or her. + +411 +00:27:09,970 --> 00:27:13,250 +Traditional relationship, an arm's-length relationship + +412 +00:27:13,250 --> 00:27:16,550 +usually established at an individual level over time. + +413 +00:27:17,280 --> 00:27:20,720 +Also, if you are going to look at the products or + +414 +00:27:20,720 --> 00:27:23,620 +the services that he or she is going to offer us, + +415 +00:27:24,080 --> 00:27:28,500 +they are traditional, they are not strategic; they + +416 +00:27:28,500 --> 00:27:3 + +445 +00:29:54,540 --> 00:29:57,120 +about the preferred supplier? So remember these + +446 +00:29:57,120 --> 00:30:03,040 +are the keywords: trust and familiarity. We know + +447 +00:30:03,040 --> 00:30:06,460 +him and he knows us. We are familiar with him or + +448 +00:30:06,460 --> 00:30:10,700 +her, and they are familiar with us. So this is our + +449 +00:30:10,700 --> 00:30:14,960 +choice; this is our preferred supplier. Let's go + +450 +00:30:14,960 --> 00:30:18,340 +now to the third level. This level of relationship + +451 +00:30:18,340 --> 00:30:20,320 +between the customer and supplier can be upgraded + +452 +00:30:20,320 --> 00:30:23,780 +to the third rank or to the third tier. With this + +453 +00:30:23,780 --> 00:30:26,400 +third tier, we call it extended. Let's give + +454 +00:30:26,400 --> 00:30:31,960 +an example. Imagine your mother at home; she asked + +455 +00:30:31,960 --> 00:30:39,160 +you to buy: number one, food items; number two, + +456 +00:30:40,420 --> 00:30:47,770 +certain clothes items; number three, stationary + +457 +00:30:47,770 --> 00:30:56,490 +items. So these + +458 +00:30:56,490 --> 00:30:59,030 +products are diversified, and they have three + +459 +00:30:59,030 --> 00:31:02,790 +categories. One of them belongs to food; a + +460 +00:31:02,790 --> 00:31:05,190 +second to clothes; a third to + +461 +00:31:05,430 --> 00:31:10,190 +stationary. If you know you are going to go to the + +462 +00:31:10,190 --> 00:31:11,970 +preferred, and you are going to go to your + +463 +00:31:11,970 --> 00:31:16,730 +supermarket, which is the preferred; this preferred + +464 +00:31:16,730 --> 00:31:21,650 +supermarket might not have these three categories + +465 +00:31:21,650 --> 00:31:26,430 +of items. So, in this case, do you think you + +466 +00:31:26,430 --> 00:31:29,790 +are going to buy some of these items from + +467 +00:31:29,790 --> 00:31:31,590 +this supermarket, and later on you are going to + +468 +00:31:31,590 --> 00:31:34,770 +look for another alternative supplier? This might + +469 +00:31:34,770 --> 00:31:40,690 +happen, but with limited probability. Why? Because + +470 +00:31:40,690 --> 00:31:43,470 +customers are always looking for the + +471 +00:31:43,470 --> 00:31:47,310 +most convenient way. So they will say, for example, why + +472 +00:31:47,310 --> 00:31:52,430 +shouldn't we go to the Andalus? The Andalus center + +473 +00:31:52,430 --> 00:31:58,830 +or Metro Center? But why? Because these centers + +474 +00:31:59,030 --> 00:32:03,210 +are very big suppliers. All three + +475 +00:32:03,210 --> 00:32:06,370 +items of the products can be available in one + +476 +00:32:06,370 --> 00:32:11,470 +place. Because of this, the Andalus and Metro, all + +477 +00:32:11,470 --> 00:32:14,010 +of them are classified as extended + +478 +00:32:14,010 --> 00:32:18,350 +supply. Why are they extended? Because simply they + +479 +00:32:18,350 --> 00:32:22,970 +are going to provide us with a breadth of products + +480 +00:32:22,970 --> 00:32:26,470 +and services, usually across numerous sites. + +481 +00:32:27,930 --> 00:32:31,070 +So, it usually involves several collaborative + +482 +00:32:31,070 --> 00:32:34,730 +processes: product design, inventory management, + +483 +00:32:35,210 --> 00:32:37,930 +sales, and training, etc. The supplier is viewed as + +484 +00:32:37,930 --> 00:32:42,770 +best in class. So the keyword for the extended + +485 +00:32:42,770 --> 00:32:49,490 +supplier is breadth. This supplier can provide us + +486 +00:32:49,490 --> 00:32:52,590 +with different categories and levels of products + +487 +00:32:52,590 --> 00:32:57,310 +and services. So it is more convenient for us to + +488 +00:32:57,310 --> 00:33:01,190 +continue dealing with one buying center rather + +489 +00:33:01,190 --> 00:33:05,130 +than to scatter or distribute our efforts, time, + +490 +00:33:05,130 --> 00:33:10,380 +and cost among several suppliers. This is the meaning + +491 +00:33:10,380 --> 00:33:15,120 +of extended. Examples: Andalus Center, Metro, and + +492 +00:33:15,120 --> 00:33:20,020 +so on. Exactly. Let's go to the fourth and final + +493 +00:33:20,020 --> 00:33:24,820 +tier. The fourth and final tier of these + +494 +00:33:24,820 --> 00:33:27,580 +suppliers, we call them partners. + +495 +00:33:28,780 --> 00:33:33,040 +Listen here. Generally, if you are going to talk + +496 +00:33:33,040 --> 00:33:35,320 +about the fourth rank or the fourth tier, which is + +497 +00:33:35,320 --> 00:33:38,420 +called the partner, here we are referring to + +498 +00:33:38,420 --> 00:33:42,060 +something called a strategic partnership between + +499 +00:33:42,060 --> 00:33:46,180 +the customer and the supplier. Somebody is going + +500 +00:33:46,180 --> 00:33:49,400 +to say, "Are we talking about a strategic partnership + +501 +00:33:49,400 --> 00:33:51,800 +between the supplier and the customer?" In other + +502 +00:33:51,800 --> 00:33:54,560 +words, the partner category or the partner + +503 +00:33:54,560 --> 00:34:00,230 +supplier—this partner or this supplier—he or she + +504 +00:34:00,230 --> 00:34:03,570 +is going to provide us with something called our + +505 +00:34:03,570 --> 00:34:08,370 +strategic positions as customers. In other words, + +506 +00:34:08,990 --> 00:34:12,510 +our relationship with this supplier is classified + +507 +00:34:12,510 --> 00:34:18,090 +or described as crucial, exclusive, and + +508 +00:34:18,090 --> 00:34:24,410 +special. Once again: critical, special, and + +509 +00:34:24,410 --> 00:34:28,730 +exclusive. These kinds or types of + +510 +00:34:28,730 --> 00:34:32,630 +relationships will help me as a customer to + +511 +00:34:32,630 --> 00:34:37,470 +maintain my competitive position. They will help + +512 +00:34:37,470 --> 00:34:41,350 +me to maintain my competitive position as a + +513 +00:34:41,350 --> 00:34:46,410 +customer. Why? And can you give me an example? + +514 +00:34:49,510 --> 00:34:53,010 +Or how? Can you provide us with a tangible + +515 +00:34:53,010 --> 00:34:53,510 +example? + +516 +00:34:58,370 --> 00:35:02,350 +Okay, look here. Imagine you have a small + +517 +00:35:02,350 --> 00:35:05,770 +business, or you have a restaurant. + +518 +00:35:07,870 --> 00:35:10,770 +The restaurant provides customers with + +519 +00:35:10,770 --> 00:35:17,090 +the service of meals. On the other hand, we are + +520 +00:35:17,090 --> 00:35:23,630 +talking about the العائلة bakery. + +521 +00:35:25,520 --> 00:35:28,040 +And the bakery provides us with a product called + +522 +00:35:28,040 --> 00:35:29,320 +bread. + +523 +00:35:31,500 --> 00:35:35,400 +Now, listen. In this example, your restaurant + +524 +00:35:35,400 --> 00:35:40,140 +is classified as what? The customer. And the + +525 +00:35:40,140 --> 00:35:43,580 +bakery is classified as the supplier. + +526 +00:35:46,490 --> 00:35:50,350 +Now, imagine this supplier is going to block this + +527 +00:35:50,350 --> 00:35:53,790 +product of bread from you. Do you think you, as a + +528 +00:35:53,790 --> 00:35:56,270 +customer or you as a restaurant, are you going to + +529 +00:35:56,270 --> 00:35:58,210 +continue providing this service to your customers? + +530 +00:35:58,830 --> 00:36:01,410 +No. In this case, you are going to lose your + +531 +00:36:01,410 --> 00:36:06,670 +competitive position. Why? Because I cannot + +532 +00:36:06,670 --> 00:36:08,630 +continue working in the restaurant without bread. + +533 +00:36:09,670 --> 00:36:13,080 +So, in this case, we are talking about what? A + +534 +00:36:13,080 --> 00:36:17,660 +partnership relationship between your restaurant (the + +535 +00:36:17,660 --> 00:36:24,580 +customer) and the supplier here. And this is the + +536 +00:36:24,580 --> 00:36:30,680 +meaning of how العائلة bakery will be classified as + +537 +00:36:30,680 --> 00:36:36,930 +a partner supplier for my restaurant. This is + +538 +00:36:36,930 --> 00:36:40,490 +reminding us of what we stated more than once. + +539 +00:36:41,370 --> 00:36:44,210 +Don't think of the customer as an individual all + +540 +00:36:44,210 --> 00:36:48,350 +the time. The customer can be a business, can be + +541 +00:36:48,350 --> 00:36:50,550 +an organization, can be a government, can be + +542 +00:36:50,550 --> 00:36:54,910 +a people. Any questions? Any comments about these + +543 +00:36:54,910 --> 00:37:00,130 +tiers? These tiers are very important. Any + +544 +00:37:00,130 --> 00:37:04,460 +questions? Any comments about this? Now listen, a + +545 +00:37:04,460 --> 00:37:06,920 +woman sent me an email last night + +546 +00:37:06,920 --> 00:37:10,600 +and she said, "We would like you to attach the major + +547 +00:37:10,600 --> 00:37:13,120 +conditions or topics which we would like to + +548 +00:37:13,120 --> 00:37:17,100 +focus on in our group research paper." I attached + +549 +00:37:17,100 --> 00:37:19,720 +them before I came to class; therefore, if you + +550 +00:37:19,720 --> 00:37:22,880 +are going to go to my personal website, click on + +551 +00:37:22,880 --> 00:37:26,720 +sales management; second link, you are going to find + +552 +00:37:26,720 --> 00:37:31,280 +group work number one; click on it; you are going to + +553 +00:37:31,280 --> 00:37:36,840 +find two-word pages. These two pages are + +554 +00:37:36,840 --> 00:37:40,220 +including very detailed information about the + +555 +00:37:40,220 --> 00:37:42,580 +nature, topics, ideas, and points + +556 +00:37:42,580 --> 00:37:45,440 +which you should focus on while you are writing + +557 +00:37:45,440 --> 00:37:49,500 +your final paper for this course. Any questions? Any + +558 +00:37:49,500 --> 00:37:55,760 +comments? Okay. Now listen; next time, who would like + +559 +00:37:55,760 --> 00:37:58,690 +to make a presentation? If you would like, if you're + +560 +00:37:58,690 --> 00:38:06,010 +not, that's fine. Do you want to? Okay, I do not like + +561 +00:38:06,010 --> 00:38:07,990 +hesitant people; therefore, I am going to continue + +562 +00:38:07,990 --> 00:38:09,950 +explaining alone. Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..2ed3096f2d879d460d631133d081ad14856bbab1 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_postprocess.srt @@ -0,0 +1,1792 @@ +1 +00:00:20,690 --> 00:00:25,110 +Good morning. Today, Inshallah, we are going to + +2 +00:00:25,110 --> 00:00:29,110 +conclude chapter number four with a goal or the + +3 +00:00:29,110 --> 00:00:33,710 +word. Now we will set up two major objectives for + +4 +00:00:33,710 --> 00:00:36,570 +today's class. Number one, we are going to talk + +5 +00:00:36,570 --> 00:00:40,090 +about the six types of the intelligences which + +6 +00:00:40,090 --> 00:00:43,510 +should be required or acquired by NSA's agency. + +7 +00:00:44,620 --> 00:00:47,080 +Objective number two, we are going to talk about + +8 +00:00:47,080 --> 00:00:50,380 +the issue of the trust. In other words, how can a + +9 +00:00:50,380 --> 00:00:53,060 +salesperson acquire or gain the trust of the + +10 +00:00:53,060 --> 00:00:55,840 +customers? So these are the two major points which + +11 +00:00:55,840 --> 00:00:58,700 +we are going to review and cover in today's class. + +12 +00:00:58,920 --> 00:01:01,500 +Let's begin by talking about the first objective. + +13 +00:01:02,320 --> 00:01:05,400 +Now, all the time remember, if you would like to + +14 +00:01:05,400 --> 00:01:07,820 +talk about accountant or account intelligence, + +15 +00:01:09,150 --> 00:01:11,410 +This title is reminding us with a very simple + +16 +00:01:11,410 --> 00:01:15,690 +fact. The fact is saying all the sales agencies + +17 +00:01:15,690 --> 00:01:18,930 +and the sales persons, they must acquire this + +18 +00:01:18,930 --> 00:01:23,250 +intelligence. What's the meaning of this? In other + +19 +00:01:23,250 --> 00:01:25,630 +words, we should collect information and data + +20 +00:01:25,630 --> 00:01:29,770 +according to six perspectives or according to six + +21 +00:01:29,770 --> 00:01:33,710 +types of intelligence. Number one, market + +22 +00:01:33,710 --> 00:01:36,450 +intelligence. When we are talking about market + +23 +00:01:36,450 --> 00:01:39,550 +intelligence, we are talking about three major + +24 +00:01:39,550 --> 00:01:43,630 +points. Number one, what are the major demanded + +25 +00:01:43,630 --> 00:01:49,490 +products by + +26 +00:01:49,490 --> 00:01:54,990 +the customer? And number two, what are the most + +27 +00:01:54,990 --> 00:02:00,410 +acceptable markets + +28 +00:02:00,410 --> 00:02:05,680 +for these products? And number three, who are our + +29 +00:02:05,680 --> 00:02:06,220 +competitors? + +30 +00:02:10,640 --> 00:02:14,560 +So we are talking about three major points. All + +31 +00:02:14,560 --> 00:02:18,760 +these points, as a sales agency, we must collect + +32 +00:02:18,760 --> 00:02:23,840 +very detailed information or data about the most + +33 +00:02:23,840 --> 00:02:27,480 +demanded products of our customers so that we can + +34 +00:02:27,480 --> 00:02:30,260 +sell them and so that we can raise up our sales + +35 +00:02:30,260 --> 00:02:33,990 +volume. And number two, we should look for the + +36 +00:02:33,990 --> 00:02:38,170 +most profitable markets. And number three, who are + +37 +00:02:38,170 --> 00:02:40,230 +our competitors who are competing with us + +38 +00:02:40,230 --> 00:02:43,850 +regarding these products or services. If you are + +39 +00:02:43,850 --> 00:02:45,930 +going as a sales agency, if you are going to + +40 +00:02:45,930 --> 00:02:48,550 +collect enough information or data about these + +41 +00:02:48,550 --> 00:02:51,910 +three items, this means your sales agency is + +42 +00:02:51,910 --> 00:02:54,150 +acquiring or is gaining something called market + +43 +00:02:54,150 --> 00:02:59,840 +intelligence. Clear? Now, let's talk about the + +44 +00:02:59,840 --> 00:03:03,120 +second type of intelligence, and we call it + +45 +00:03:03,120 --> 00:03:06,760 +financial intelligence. In financial intelligence, + +46 +00:03:07,100 --> 00:03:10,360 +that's good. All the time remember, we have to + +47 +00:03:10,360 --> 00:03:14,920 +identify or specify our annual capital budget, + +48 +00:03:17,520 --> 00:03:26,820 +capital budget, and number two, who is sitting up. + +49 +00:03:29,110 --> 00:03:29,930 +this budget. + +50 +00:03:33,210 --> 00:03:40,330 +And number three, the approach of + +51 +00:03:40,330 --> 00:03:47,890 +spending the budget every + +52 +00:03:47,890 --> 00:03:48,150 +year. + +53 +00:03:54,060 --> 00:03:57,840 +So these are the three major points which we + +54 +00:03:57,840 --> 00:04:00,860 +should answer as a sales agency. So let's sum up. + +55 +00:04:01,280 --> 00:04:04,320 +So as a sales agency, we have to clarify what is + +56 +00:04:04,320 --> 00:04:08,140 +our annual capital budget? What are its own items? + +57 +00:04:08,560 --> 00:04:11,500 +What we are covering? What are items which we are + +58 +00:04:11,500 --> 00:04:14,960 +targeting? Also, we have to look at the personnel + +59 +00:04:14,960 --> 00:04:17,580 +who are working with us and they are responsible + +60 +00:04:17,580 --> 00:04:20,560 +for setting up and fixing this annual capital + +61 +00:04:20,560 --> 00:04:23,940 +budget. Are they professional? Are they expert? + +62 +00:04:24,540 --> 00:04:27,060 +Are they qualified? Do they have experiences in + +63 +00:04:27,060 --> 00:04:29,960 +setting up capital budgets? All this information + +64 +00:04:29,960 --> 00:04:33,710 +should be answered by us. And the final thing, we + +65 +00:04:33,710 --> 00:04:36,710 +should look at the expenditures items of this + +66 +00:04:36,710 --> 00:04:40,190 +capital budget. In other words, which are the most + +67 +00:04:40,190 --> 00:04:44,250 +vital and valuable items which we should focus on. + +68 +00:04:45,250 --> 00:04:49,350 +The priorities of expenditure should be fixed. All + +69 +00:04:49,350 --> 00:04:52,770 +these things should be set up clearly. So these + +70 +00:04:52,770 --> 00:04:54,930 +three major points, if we are able to collect + +71 +00:04:54,930 --> 00:04:57,910 +information about them in a very detailed way and + +72 +00:04:57,910 --> 00:05:00,950 +in a very smart way, this means our citizenship + +73 +00:05:00,950 --> 00:05:02,810 +will possess something called financial + +74 +00:05:02,810 --> 00:05:07,170 +intelligence. But if you do not know what is the + +75 +00:05:07,170 --> 00:05:09,590 +meaning of the annual capital budget, if you do + +76 +00:05:09,590 --> 00:05:13,210 +not have experts in your personnel team who can + +77 +00:05:13,210 --> 00:05:15,810 +prepare a very good, well-planned annual budget, + +78 +00:05:16,450 --> 00:05:20,450 +and if you do not know what are the priorities of + +79 +00:05:20,450 --> 00:05:23,170 +the expenditures, this means we are suffering or + +80 +00:05:23,170 --> 00:05:26,350 +lacking too much information or data about + +81 +00:05:26,350 --> 00:05:30,350 +something called financial intelligence. Clear? + +82 +00:05:30,870 --> 00:05:33,630 +Any questions or comments about this? Now let's go + +83 +00:05:33,630 --> 00:05:36,810 +to the third type of the intelligence where we are + +84 +00:05:36,810 --> 00:05:38,550 +talking about something called organizational + +85 +00:05:38,550 --> 00:05:42,530 +intelligence. Look at here. Regarding the + +86 +00:05:42,530 --> 00:05:45,190 +organizational intelligence, we are talking about + +87 +00:05:45,190 --> 00:05:49,430 +something which is very simple. Number one, we + +88 +00:05:49,430 --> 00:05:52,970 +have to set up or fix or identify what is the + +89 +00:05:52,970 --> 00:05:58,230 +relationship or relationships among + +90 +00:06:00,280 --> 00:06:04,600 +the departments of + +91 +00:06:04,600 --> 00:06:09,260 +our company or of our sales agency. Number two, we + +92 +00:06:09,260 --> 00:06:11,280 +should talk about something called what are our + +93 +00:06:11,280 --> 00:06:13,940 +major objectives exactly. + +94 +00:06:17,560 --> 00:06:20,780 +So if you are going to collect enough information + +95 +00:06:20,780 --> 00:06:24,500 +and detail data about what are the relationships + +96 +00:06:24,500 --> 00:06:28,490 +which are connected or linking one department with + +97 +00:06:28,490 --> 00:06:31,590 +another within our organization, this is going to + +98 +00:06:31,590 --> 00:06:33,350 +be apart from something called organizational + +99 +00:06:33,350 --> 00:06:37,490 +intelligence. In addition, every department must + +100 +00:06:37,490 --> 00:06:41,110 +understand or grasp what are the overall + +101 +00:06:41,110 --> 00:06:44,070 +objectives of the organization as a whole. If you + +102 +00:06:44,070 --> 00:06:46,910 +are going to wonder why, because we do not want to + +103 +00:06:46,910 --> 00:06:49,270 +allow for any single department to work + +104 +00:06:49,270 --> 00:06:53,710 +independently. Each one must work dependently. + +105 +00:06:54,660 --> 00:06:57,500 +dependently according to the organizational + +106 +00:06:57,500 --> 00:07:00,600 +strategy, organizational objectives, and + +107 +00:07:00,600 --> 00:07:05,020 +organizational plan. Clear? This is something very + +108 +00:07:05,020 --> 00:07:07,720 +important. And why we are saying dependently? + +109 +00:07:08,160 --> 00:07:10,380 +Because remember, we are here talking about + +110 +00:07:10,380 --> 00:07:14,480 +working within a team. You cannot work alone. In + +111 +00:07:14,480 --> 00:07:16,900 +other words, if you are a salesperson, this + +112 +00:07:16,900 --> 00:07:20,740 +salesperson, he or she should not consider himself + +113 +00:07:20,740 --> 00:07:24,470 +or herself to be a superman or superwoman. She + +114 +00:07:24,470 --> 00:07:26,990 +cannot speak on behalf of the organization alone + +115 +00:07:26,990 --> 00:07:30,650 +or independently. For example, she might give + +116 +00:07:30,650 --> 00:07:33,410 +promises for one of the customers, and later on if + +117 +00:07:33,410 --> 00:07:35,390 +she would like to get approval from the executive + +118 +00:07:35,390 --> 00:07:38,210 +manager, this executive manager might disapprove. + +119 +00:07:39,010 --> 00:07:41,930 +So in this scenario, how is the position or the + +120 +00:07:41,930 --> 00:07:44,970 +situation of this salesperson in front of the eyes + +121 +00:07:44,970 --> 00:07:47,710 +of the customer? The customer is going to look at + +122 +00:07:47,710 --> 00:07:51,530 +him or her as a person who isn't trusted, as a + +123 +00:07:51,530 --> 00:07:53,670 +person who isn't able to keep his own promises. + +124 +00:07:54,430 --> 00:07:57,110 +Why? Because there was a mistake and the mistake + +125 +00:07:57,110 --> 00:08:00,830 +was working independently, away from the + +126 +00:08:00,830 --> 00:08:02,610 +strategies and objectives of the organization. + +127 +00:08:03,590 --> 00:08:06,910 +Clear? So if we are going to organize ourselves + +128 +00:08:06,910 --> 00:08:10,710 +and if we are going to work as one team with a + +129 +00:08:10,710 --> 00:08:13,890 +unified set of objectives, this means we are going + +130 +00:08:13,890 --> 00:08:16,410 +to acquire or have something called organizational + +131 +00:08:16,410 --> 00:08:19,530 +intelligence. Any question? Any comments about + +132 +00:08:19,530 --> 00:08:24,550 +this? Let's go to the fourth type. The fourth type + +133 +00:08:24,550 --> 00:08:29,530 +here is operational intelligence look at here + +134 +00:08:29,530 --> 00:08:32,290 +first of all we would like to define what is the + +135 +00:08:32,290 --> 00:08:36,450 +meaning of the word operational operational it + +136 +00:08:36,450 --> 00:08:41,530 +means measurable it + +137 +00:08:41,530 --> 00:08:44,030 +means measurable and if you are going to open your + +138 +00:08:44,030 --> 00:08:45,710 +dictionary you are going to find a meaning which + +139 +00:08:45,710 --> 00:08:49,310 +is called The word operational, its Arabic + +140 +00:08:49,310 --> 00:08:53,330 +translation is Ijra'i. Ijra'i means a something + +141 +00:08:53,330 --> 00:08:56,490 +which should be quantified so that we can measure + +142 +00:08:56,490 --> 00:09:00,790 +it. A something which should be quantified so that + +143 +00:09:00,790 --> 00:09:03,190 +we can measure it. Now let's give example from the + +144 +00:09:03,190 --> 00:09:05,350 +university and after that we are going to give + +145 +00:09:05,350 --> 00:09:08,430 +example from the sales science. Now you as a + +146 +00:09:08,430 --> 00:09:10,830 +student at the time being you are studying + +147 +00:09:10,830 --> 00:09:14,060 +something called a sales management course. Later + +148 +00:09:14,060 --> 00:09:17,920 +on, if you are going to pass this course, the + +149 +00:09:17,920 --> 00:09:21,280 +passing is measured. How? I am going to tell you + +150 +00:09:21,280 --> 00:09:24,540 +how. If you will acquire 60 points out of 100, + +151 +00:09:24,680 --> 00:09:27,840 +this means you are passing and your evaluation is + +152 +00:09:27,840 --> 00:09:32,160 +fair. But if your score is going to be over 70, + +153 +00:09:32,480 --> 00:09:36,860 +this means you are passing with good status. Over + +154 +00:09:36,860 --> 00:09:41,340 +70? Over 80? Very good. Over 90? Excellent. So + +155 +00:09:41,340 --> 00:09:44,500 +even your performance in every single course is + +156 +00:09:44,500 --> 00:09:47,260 +measured, is quantified. And this is the meaning + +157 +00:09:47,260 --> 00:09:50,480 +of what? Operational intelligence. Somebody is + +158 +00:09:50,480 --> 00:09:52,940 +going to say operational intelligence, is it + +159 +00:09:52,940 --> 00:09:55,950 +important for an organization? Of course. how we + +160 +00:09:55,950 --> 00:09:59,270 +are going to measure our success or failure how we + +161 +00:09:59,270 --> 00:10:00,950 +are going to measure if we are doing the right + +162 +00:10:00,950 --> 00:10:03,650 +things or if we are doing the bad things we cannot + +163 +00:10:03,650 --> 00:10:06,650 +do that if we are not going to measure our own + +164 +00:10:06,650 --> 00:10:09,650 +performance somebody is going to wonder another + +165 +00:10:09,650 --> 00:10:12,750 +question so how we are going to evaluate or + +166 +00:10:12,750 --> 00:10:15,110 +measure our performance as a sales agency by + +167 +00:10:15,110 --> 00:10:18,510 +various indicators indicator number one what is + +168 +00:10:18,510 --> 00:10:22,850 +annual sales volume indicator number two what is + +169 +00:10:22,850 --> 00:10:25,630 +the margin of our profitability indicator number + +170 +00:10:25,630 --> 00:10:29,870 +three what are the cost of our production process + +171 +00:10:29,870 --> 00:10:34,150 +and so on so all these questions can be answered + +172 +00:10:34,150 --> 00:10:37,790 +by giving a number of language or a language of + +173 +00:10:37,790 --> 00:10:41,430 +numbers this language of numbers means we have + +174 +00:10:41,430 --> 00:10:45,310 +something called operational intelligence any + +175 +00:10:45,310 --> 00:10:50,250 +questions any comments clear okay let's go and + +176 +00:10:50,250 --> 00:10:53,820 +talk about personnel intelligence The personal + +177 +00:10:53,820 --> 00:10:57,540 +intelligence, it means one thing. All these + +178 +00:10:57,540 --> 00:11:01,460 +equations can be summarized by one word. This one + +179 +00:11:01,460 --> 00:11:11,280 +word is saying, who are the people who are having + +180 +00:11:11,280 --> 00:11:13,900 +something called buying influence? + +181 +00:11:18,760 --> 00:11:23,100 +Okay. If you are going to say what is the meaning + +182 +00:11:23,100 --> 00:11:27,760 +of this, this means a salesperson whenever he or + +183 +00:11:27,760 --> 00:11:29,460 +she is going to deal with customers or these + +184 +00:11:29,460 --> 00:11:32,300 +customers as we mentioned before, they might be + +185 +00:11:32,300 --> 00:11:35,940 +organizations, we have to understand this customer + +186 +00:11:35,940 --> 00:11:40,060 +or this organization customer, who are the people + +187 +00:11:40,060 --> 00:11:43,640 +who are having the most influential role in the + +188 +00:11:43,640 --> 00:11:47,010 +buying decision. If you are going to understand + +189 +00:11:47,010 --> 00:11:49,970 +and identify them clearly, this means we should + +190 +00:11:49,970 --> 00:11:54,750 +create something called relationship with them. + +191 +00:11:56,010 --> 00:11:58,630 +Everything here can be summarized by one word, + +192 +00:11:58,730 --> 00:12:00,630 +which is called networking. + +193 +00:12:03,770 --> 00:12:06,830 +So if the salesperson is going to create a very + +194 +00:12:06,830 --> 00:12:10,710 +strict networking process, with the persons who + +195 +00:12:10,710 --> 00:12:14,650 +are having influence on the buying decision. By + +196 +00:12:14,650 --> 00:12:19,210 +this way, you are going to convince these customer + +197 +00:12:19,210 --> 00:12:22,410 +organizations to come and to buy your products or + +198 +00:12:22,410 --> 00:12:25,450 +services. But if you are not going to create + +199 +00:12:25,450 --> 00:12:27,230 +something called a good networking with this + +200 +00:12:27,230 --> 00:12:30,430 +target group of organizations, these organizations + +201 +00:12:30,430 --> 00:12:32,590 +are not going to deal with you and they are not + +202 +00:12:32,590 --> 00:12:35,520 +going to be encouraged to buy from you. Therefore, + +203 +00:12:36,200 --> 00:12:38,740 +to create a good networking with targeted + +204 +00:12:38,740 --> 00:12:41,240 +customers, this means we are having something + +205 +00:12:41,240 --> 00:12:45,240 +called personnel intelligence. If you are not + +206 +00:12:45,240 --> 00:12:47,340 +going to create healthy relationship or healthy + +207 +00:12:47,340 --> 00:12:50,640 +networking with customer organizations, this means + +208 +00:12:50,640 --> 00:12:53,680 +we are lacking as a sales agency or as a sales + +209 +00:12:53,680 --> 00:12:56,520 +company this something which is called personnel + +210 +00:12:56,520 --> 00:13:00,960 +intelligence. So, personnel intelligence matters + +211 +00:13:00,960 --> 00:13:05,740 +or not matters? It does matter. Let's talk about + +212 +00:13:05,740 --> 00:13:08,260 +the final one. The final one we called it + +213 +00:13:08,260 --> 00:13:11,320 +competitive intelligence. In the competitive + +214 +00:13:11,320 --> 00:13:13,800 +intelligence, it can be summarized by the + +215 +00:13:13,800 --> 00:13:17,440 +following. Any sales agency should identify who + +216 +00:13:17,440 --> 00:13:19,020 +are our own competitors. + +217 +00:13:22,220 --> 00:13:25,680 +For those competitors, we should analyze them. + +218 +00:13:26,360 --> 00:13:31,650 +Analyze what? Analyze their strategies. analyze + +219 +00:13:31,650 --> 00:13:35,090 +their plans and analyze their ideologies + +220 +00:13:35,090 --> 00:13:40,610 +especially if those competitors' performance are + +221 +00:13:40,610 --> 00:13:44,990 +exceeding our own performance if they are + +222 +00:13:44,990 --> 00:13:49,190 +exceeding our own performance if they are going to + +223 +00:13:49,190 --> 00:13:51,850 +exceed our performance or they are superior to our + +224 +00:13:51,850 --> 00:13:55,190 +own organization this means we have to examine + +225 +00:13:55,190 --> 00:13:57,690 +them according to study which is called + +226 +00:13:57,690 --> 00:13:58,930 +benchmarking + +227 +00:14:02,330 --> 00:14:04,050 +Benchmarking. What's the meaning of benchmarking? + +228 +00:14:05,370 --> 00:14:09,730 +Benchmarking means study a typical case, when we + +229 +00:14:09,730 --> 00:14:12,110 +are saying a typical case, a case which is doing + +230 +00:14:12,110 --> 00:14:16,260 +good, a case which is achieving excellence. We are + +231 +00:14:16,260 --> 00:14:18,920 +going to study this case and we are going to + +232 +00:14:18,920 --> 00:14:22,080 +understand how they are working and later on + +233 +00:14:22,080 --> 00:14:24,920 +inside our organization we are going to adopt the + +234 +00:14:24,920 --> 00:14:28,000 +same strategies and the same plans which are + +235 +00:14:28,000 --> 00:14:32,660 +implemented by this typical case. This is the + +236 +00:14:32,660 --> 00:14:35,680 +meaning of the word benchmarking. In the other + +237 +00:14:35,680 --> 00:14:38,160 +scenario or on the other hand, if this + +238 +00:14:38,160 --> 00:14:41,020 +organization's performance is lower than our own, + +239 +00:14:41,600 --> 00:14:45,510 +then we do not need to study them. So exactly, + +240 +00:14:45,730 --> 00:14:49,250 +there isn't any worry. But if they are superior + +241 +00:14:49,250 --> 00:14:53,110 +and if they are achieving excellence more than us, + +242 +00:14:53,250 --> 00:14:57,730 +then we should zoom on them, trying to analyze how + +243 +00:14:57,730 --> 00:14:59,690 +they are working, how they are thinking, how they + +244 +00:14:59,690 --> 00:15:01,290 +are planning, how they are drawing their own + +245 +00:15:01,290 --> 00:15:04,630 +strategies. And later on, we should learn from + +246 +00:15:04,630 --> 00:15:07,510 +them. This process, we called it in English, + +247 +00:15:08,030 --> 00:15:11,630 +benchmarking. Any question, any comments about + +248 +00:15:11,630 --> 00:15:15,070 +this? So if you are going to do so, this means + +249 +00:15:15,070 --> 00:15:17,270 +your organization is having or possessing + +250 +00:15:17,270 --> 00:15:21,050 +something called competitive intelligence. Any + +251 +00:15:21,050 --> 00:15:25,150 +question, any comments about this? Clear? Okay, + +252 +00:15:25,230 --> 00:15:28,850 +let's go on to the second part. With this second + +253 +00:15:28,850 --> 00:15:31,510 +part, look at the title and I'm going to ask you a + +254 +00:15:31,510 --> 00:15:34,990 +question. The title of this slide is reminding us + +255 +00:15:34,990 --> 00:15:38,570 +with one of the types of the intelligences which + +256 +00:15:38,570 --> 00:15:43,610 +we have reviewed before a while. What is it? No. + +257 +00:15:45,810 --> 00:15:51,350 +Operational. Exactly. Operational intelligence. + +258 +00:15:52,490 --> 00:15:54,610 +Because in operational intelligence, we are trying + +259 +00:15:54,610 --> 00:15:57,930 +to quantify our own performance. We are trying to + +260 +00:15:57,930 --> 00:16:00,790 +measure it. So how are we going to measure our + +261 +00:16:00,790 --> 00:16:03,530 +performance? We can measure it through various + +262 +00:16:03,530 --> 00:16:07,710 +tools. Here is a list of six or seven tools by + +263 +00:16:07,710 --> 00:16:10,830 +which we can measure our performance as a sales or + +264 +00:16:10,830 --> 00:16:14,030 +as a business organization. Beginning from number + +265 +00:16:14,030 --> 00:16:17,030 +of sales calls per year, number, so it is + +266 +00:16:17,030 --> 00:16:20,860 +quantifiable. 2. Advanced notice on price changes, + +267 +00:16:21,240 --> 00:16:24,800 +how many days it is quantifiable. 3. Average lead + +268 +00:16:24,800 --> 00:16:27,840 +time for customer, time quantifiable. 4. + +269 +00:16:27,840 --> 00:16:30,060 +Acceptable delay for customer products, days + +270 +00:16:30,060 --> 00:16:33,880 +quantifiable and so on. So these are various tools + +271 +00:16:33,880 --> 00:16:37,520 +by which we can measure our own performance. So + +272 +00:16:37,520 --> 00:16:39,600 +this is reminding us or it is linked with + +273 +00:16:39,600 --> 00:16:44,080 +operational intelligence. Now let's go to the + +274 +00:16:44,080 --> 00:16:47,950 +second objective of today's class. The second + +275 +00:16:47,950 --> 00:16:49,870 +objective, as we said, we are going to talk about + +276 +00:16:49,870 --> 00:16:53,110 +trust. When trust, trust is something very + +277 +00:16:53,110 --> 00:16:56,270 +important, very essential. It is going or it is + +278 +00:16:56,270 --> 00:17:00,110 +achieving one big goal. What is it? If you will + +279 +00:17:00,110 --> 00:17:04,250 +gain the trust of the customer, you will ensure + +280 +00:17:04,250 --> 00:17:09,770 +his or her cooperation. You will ensure him or her + +281 +00:17:09,770 --> 00:17:13,990 +or his cooperation. Therefore, research has + +282 +00:17:13,990 --> 00:17:16,470 +established that trust facilitates cooperation. + +283 +00:17:17,860 --> 00:17:21,280 +So, a recent experiment demonstrated that when a + +284 +00:17:21,280 --> 00:17:24,900 +seller was expected to be more trustworthy, there + +285 +00:17:24,900 --> 00:17:26,840 +was also a higher level of buyer-seller + +286 +00:17:26,840 --> 00:17:29,200 +cooperation. With the meaning of the word + +287 +00:17:29,200 --> 00:17:33,580 +cooperation, it means increase of sales volume or + +288 +00:17:33,580 --> 00:17:36,360 +increase of sales volume. This is the meaning of + +289 +00:17:36,360 --> 00:17:40,900 +the word cooperation. Now, once a salesperson has + +290 +00:17:40,900 --> 00:17:42,640 +signed a customer trust, the role of the + +291 +00:17:42,640 --> 00:17:43,700 +salesperson changes. + +292 +00:17:46,530 --> 00:17:48,910 +If you are going to gain the trust of this + +293 +00:17:48,910 --> 00:17:51,730 +customer, your role as a salesperson will change + +294 +00:17:51,730 --> 00:17:55,650 +as well. How? You are going to shift from focusing + +295 +00:17:55,650 --> 00:17:58,590 +on a product rather than to focus on service. + +296 +00:17:59,950 --> 00:18:01,730 +Somebody is going to say, what is the reason + +297 +00:18:01,730 --> 00:18:04,910 +behind this shift? Simply because the customer + +298 +00:18:04,910 --> 00:18:07,290 +will no longer be interested in asking you any + +299 +00:18:07,290 --> 00:18:10,010 +questions or raising any inquiries about the + +300 +00:18:10,010 --> 00:18:13,870 +product. He is trusting you and he isn't going to + +301 +00:18:13,870 --> 00:18:16,290 +raise too many questions about the product. All + +302 +00:18:16,290 --> 00:18:18,210 +the concerns and questions in the mind of the + +303 +00:18:18,210 --> 00:18:22,050 +customer now will focus or cover on the items of + +304 +00:18:22,050 --> 00:18:28,630 +service. Clear? Now let's ask another question. So + +305 +00:18:28,630 --> 00:18:31,450 +what are the benefits which a salesperson can + +306 +00:18:31,450 --> 00:18:35,170 +collect or can gain after he is going to ensure + +307 +00:18:35,170 --> 00:18:38,610 +this trust in the eyes and hearts of the + +308 +00:18:38,610 --> 00:18:42,480 +customers? Benefit number one Customer will be + +309 +00:18:42,480 --> 00:18:46,140 +more cooperative Benefit number two Customer will + +310 +00:18:46,140 --> 00:18:49,040 +become more receptive to suggestions When we are + +311 +00:18:49,040 --> 00:18:51,780 +saying receptive, the customer is ready to listen + +312 +00:18:51,780 --> 00:18:55,860 +to you Benefit number three Customer will allow + +313 +00:18:55,860 --> 00:18:59,080 +more time for sales presentation He is ready to + +314 +00:18:59,080 --> 00:19:02,360 +listen to you with open mind and with open heart + +315 +00:19:03,500 --> 00:19:06,160 +Benefit number four, the customer will allow you + +316 +00:19:06,160 --> 00:19:09,520 +access to other people, senior people inside the + +317 +00:19:09,520 --> 00:19:12,360 +organization, even if you as a salesperson will + +318 +00:19:12,360 --> 00:19:16,340 +request meeting the chief of executive. He will + +319 +00:19:16,340 --> 00:19:19,500 +help you to reach or access this chief of + +320 +00:19:19,500 --> 00:19:22,300 +executive. Why? Because the customer is trusting + +321 +00:19:22,300 --> 00:19:25,080 +you. Benefit number five, which is the last one, + +322 +00:19:25,660 --> 00:19:28,260 +the customer will inform the salesperson about the + +323 +00:19:28,260 --> 00:19:32,750 +future buying needs of his organization. the + +324 +00:19:32,750 --> 00:19:37,430 +future buying needs so he's going to prepare us + +325 +00:19:37,430 --> 00:19:43,570 +for giving or planning future transactions future + +326 +00:19:43,570 --> 00:19:47,010 +sales transactions so all these five benefits they + +327 +00:19:47,010 --> 00:19:50,410 +can be ensured if we are able to gain the trust of + +328 +00:19:50,410 --> 00:19:53,790 +the customer any question any comments about this + +329 +00:19:53,790 --> 00:19:54,950 +okay + +330 +00:19:56,860 --> 00:19:59,920 +Now, the big question which we should ask or focus + +331 +00:19:59,920 --> 00:20:03,800 +on is how we can gain the trust of the customers. + +332 +00:20:04,640 --> 00:20:07,460 +We can gain the trust of the customers by trying + +333 +00:20:07,460 --> 00:20:12,680 +to achieve five things or five traits. Five + +334 +00:20:12,680 --> 00:20:14,580 +traits. What's the meaning of traits? + +335 +00:20:15,340 --> 00:20:20,800 +Characteristics. Characteristics. These + +336 +00:20:20,800 --> 00:20:23,540 +characteristics should be available in your + +337 +00:20:23,540 --> 00:20:29,160 +persona. Should be available in your persona as a + +338 +00:20:29,160 --> 00:20:32,680 +salesperson. Number one, you must be likeable. In + +339 +00:20:32,680 --> 00:20:35,540 +other words, if the customer is going to meet you, + +340 +00:20:36,220 --> 00:20:39,060 +he will enjoy meeting and spending time with you. + +341 +00:20:39,740 --> 00:20:45,160 +How? By your nice words, by your nice language and + +342 +00:20:45,160 --> 00:20:50,200 +by your facial expressions. So enjoyment If the + +343 +00:20:50,200 --> 00:20:53,820 +customers are enjoying the time whenever they are + +344 +00:20:53,820 --> 00:20:56,040 +going to meet you, this means you have the trait + +345 +00:20:56,040 --> 00:20:59,420 +which is called likeable. Everybody likes you. + +346 +00:21:00,640 --> 00:21:03,940 +Trait number two, competent, which means you are a + +347 +00:21:03,940 --> 00:21:08,200 +qualified salesperson. You are knowing your + +348 +00:21:08,200 --> 00:21:11,160 +business. You are understanding what you are + +349 +00:21:11,160 --> 00:21:15,040 +talking about. So if you are competent, this is + +350 +00:21:15,040 --> 00:21:17,120 +going to be the second trait which will increase + +351 +00:21:17,120 --> 00:21:19,520 +the percentage of the trust between you as a + +352 +00:21:19,520 --> 00:21:24,100 +salesperson and the customer or the buyer. Trait + +353 +00:21:24,100 --> 00:21:27,720 +number three, dependable. The word dependable here + +354 +00:21:27,720 --> 00:21:30,560 +is reminding us with what we said before, exactly + +355 +00:21:30,560 --> 00:21:35,000 +teamwork. A salesperson should not forget himself + +356 +00:21:35,000 --> 00:21:38,810 +or herself. The salesperson is a member within a + +357 +00:21:38,810 --> 00:21:40,850 +team which is called a sales agency or + +358 +00:21:40,850 --> 00:21:43,910 +organization. Therefore, anything which you are + +359 +00:21:43,910 --> 00:21:46,230 +going to utter, any promise which you are going to + +360 +00:21:46,230 --> 00:21:49,110 +make for the customer, it should be laid on + +361 +00:21:49,110 --> 00:21:52,810 +acceptable framework approved by the CEO and + +362 +00:21:52,810 --> 00:21:56,260 +management of the organization. So by this way, + +363 +00:21:57,040 --> 00:22:00,260 +you are the bindable member within the team of the + +364 +00:22:00,260 --> 00:22:03,500 +organization. This trait is going to increase the + +365 +00:22:03,500 --> 00:22:07,120 +trust which you can gain or get from the customer. + +366 +00:22:07,860 --> 00:22:10,280 +Trait number four is customer-oriented. In other + +367 +00:22:10,280 --> 00:22:14,880 +words, all the time give the impression for the + +368 +00:22:14,880 --> 00:22:17,620 +customer that priority number one as a sales + +369 +00:22:17,620 --> 00:22:22,120 +agency is customer's interest rather than our + +370 +00:22:22,120 --> 00:22:25,950 +profit. So priority number one all the time should + +371 +00:22:25,950 --> 00:22:30,530 +focus on buyers interest rather than companies + +372 +00:22:30,530 --> 00:22:34,470 +profit or sales company profit. Sales company + +373 +00:22:34,470 --> 00:22:37,390 +profit you will get it but be patient and give + +374 +00:22:37,390 --> 00:22:40,010 +them this impression. And this trait which is + +375 +00:22:40,010 --> 00:22:42,210 +number four is considered to be another + +376 +00:22:42,210 --> 00:22:45,590 +contributing agent or factor for increasing the + +377 +00:22:45,590 --> 00:22:50,090 +percentage of the trust with the customer. The + +378 +00:22:50,090 --> 00:22:53,130 +final trait, we call it honesty. Honesty means + +379 +00:22:53,130 --> 00:22:56,750 +walk the talk. In other words, don't ever lie + +380 +00:22:56,750 --> 00:23:00,770 +under any circumstances. So if you are going to be + +381 +00:23:00,770 --> 00:23:03,830 +honest, this is going to be the fifth trait by + +382 +00:23:03,830 --> 00:23:07,750 +which we can ensure that you will get a higher or + +383 +00:23:07,750 --> 00:23:11,570 +a very strong or strong percentage of trust + +384 +00:23:11,570 --> 00:23:16,110 +between you as a salesperson and the customer. So + +385 +00:23:16,110 --> 00:23:19,990 +remember these are the five strong traits or + +386 +00:23:19,990 --> 00:23:22,430 +characteristics which should be available in the + +387 +00:23:22,430 --> 00:23:25,490 +persona or the character of a salesperson to gain + +388 +00:23:25,490 --> 00:23:31,410 +trust. Any question? Any comments about this? Now + +389 +00:23:31,410 --> 00:23:33,510 +I'm going to give you two minutes. This is a case + +390 +00:23:33,510 --> 00:23:36,170 +study. Please review it quickly and tell me what + +391 +00:23:36,170 --> 00:23:38,070 +you understand or what does it talk about. + +392 +00:23:39,250 --> 00:23:42,030 +Quickly. Two minutes. + +393 +00:23:50,370 --> 00:23:52,290 +this case study is reminding us with the previous + +394 +00:23:52,290 --> 00:23:55,950 +case study which was talking about Rogers exactly + +395 +00:23:55,950 --> 00:24:16,790 +we + +396 +00:24:16,790 --> 00:24:21,270 +would like somebody to summarize it It talks about + +397 +00:24:21,270 --> 00:24:22,890 +what? What is the problem? What is the dilemma + +398 +00:24:22,890 --> 00:24:23,310 +here? + +399 +00:24:27,130 --> 00:24:30,590 +Don't be like the bird. Try to give us very + +400 +00:24:30,590 --> 00:24:31,910 +detailed extensive answer. + +401 +00:24:35,350 --> 00:24:38,650 +Don't pick the bait up and fly. + +402 +00:24:42,610 --> 00:24:43,130 +Gone. + +403 +00:24:48,430 --> 00:24:49,570 +It talks about what? + +404 +00:24:54,050 --> 00:24:59,670 +Jacob is a salesperson who or she, she is a + +405 +00:24:59,670 --> 00:25:04,570 +female, gone. There is a brickage of five thousand + +406 +00:25:04,570 --> 00:25:06,450 +five hundred dollars that he cannot approve. The + +407 +00:25:06,450 --> 00:25:09,250 +customer didn't say that this is from him. But + +408 +00:25:09,250 --> 00:25:15,010 +Jacob says that he is confident that the brickage + +409 +00:25:15,010 --> 00:25:18,270 +is or the fault was of their, the buyer's handling + +410 +00:25:18,270 --> 00:25:20,530 +materials. So he cannot approve that. And they + +411 +00:25:20,530 --> 00:25:23,970 +want the final word of if Jacob will have the + +412 +00:25:23,970 --> 00:25:28,930 +responsibility of repairing it or not. Exactly. So + +413 +00:25:28,930 --> 00:25:33,700 +Jacob is a salesperson. and she sent a package and + +414 +00:25:33,700 --> 00:25:37,540 +this package is brokeable brokeable means قبل + +415 +00:25:37,540 --> 00:25:41,420 +الكسر when it was received by the customer, the + +416 +00:25:41,420 --> 00:25:45,060 +customer was complaining saying some of the items + +417 +00:25:45,060 --> 00:25:48,940 +or the equipments got broken down the cost of this + +418 +00:25:48,940 --> 00:25:54,660 +breakage is about 5500 USD the customer or the + +419 +00:25:54,660 --> 00:25:58,940 +buyer phoned Jacobs saying I want you to decide + +420 +00:25:58,940 --> 00:26:02,390 +now if we would like to close this sales + +421 +00:26:02,390 --> 00:26:06,110 +transaction or not. We would like to split this + +422 +00:26:06,110 --> 00:26:10,170 +cost between you as a sales agency and me as a + +423 +00:26:10,170 --> 00:26:15,950 +customer. Jacobs was under pressure. She decided + +424 +00:26:15,950 --> 00:26:19,810 +to agree on the deal. She decided to divide this + +425 +00:26:19,810 --> 00:26:21,950 +cost of the five thousand and five hundred US + +426 +00:26:21,950 --> 00:26:25,950 +dollars between the customer and her sales agency. + +427 +00:26:26,890 --> 00:26:29,710 +So the question which we should ask, do you agree + +428 +00:26:29,710 --> 00:26:32,730 +or support the reasoning of Jacob? The word + +429 +00:26:32,730 --> 00:26:37,530 +reasoning means logic. And number two, if you were + +430 +00:26:37,530 --> 00:26:40,250 +the sales manager of Jacob, are you going to + +431 +00:26:40,250 --> 00:26:42,390 +criticize or are you going to approve her + +432 +00:26:42,390 --> 00:26:45,790 +position? What's your answer? + +433 +00:26:49,950 --> 00:26:55,330 +It's easy, go on Sam. Because we want to long for + +434 +00:26:55,330 --> 00:26:59,470 +the customers as an asset for our company and + +435 +00:26:59,470 --> 00:27:03,870 +looking for a long relationship Excellent and this + +436 +00:27:03,870 --> 00:27:07,730 +is reminding us with the CLV which means customer + +437 +00:27:07,730 --> 00:27:11,090 +lifetime value the value which we can gain from + +438 +00:27:11,090 --> 00:27:14,090 +the customer is indeterminate by one sales + +439 +00:27:14,090 --> 00:27:18,490 +transaction now we studied this before so the + +440 +00:27:18,490 --> 00:27:23,210 +reasoning of Jacob is correct reason number two + +441 +00:27:24,670 --> 00:27:30,070 +Jacob doesn't have a proof if the buyer broke this + +442 +00:27:30,070 --> 00:27:33,790 +equipment. Because we do not have a proof as a + +443 +00:27:33,790 --> 00:27:37,210 +self-reliance. Can we claim that the fault or the + +444 +00:27:37,210 --> 00:27:42,530 +breakage was because of this buyer? No. This is + +445 +00:27:42,530 --> 00:27:47,170 +the second reason. That's it. Before a while, what + +446 +00:27:47,170 --> 00:27:52,430 +did we say? We have to be honest. If we do not + +447 +00:27:52,430 --> 00:27:56,200 +have the proof, why should we claim? That's it. + +448 +00:27:57,360 --> 00:27:58,920 +Any questions or comments about the case study? + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..2ed3096f2d879d460d631133d081ad14856bbab1 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_raw.srt @@ -0,0 +1,1792 @@ +1 +00:00:20,690 --> 00:00:25,110 +Good morning. Today, Inshallah, we are going to + +2 +00:00:25,110 --> 00:00:29,110 +conclude chapter number four with a goal or the + +3 +00:00:29,110 --> 00:00:33,710 +word. Now we will set up two major objectives for + +4 +00:00:33,710 --> 00:00:36,570 +today's class. Number one, we are going to talk + +5 +00:00:36,570 --> 00:00:40,090 +about the six types of the intelligences which + +6 +00:00:40,090 --> 00:00:43,510 +should be required or acquired by NSA's agency. + +7 +00:00:44,620 --> 00:00:47,080 +Objective number two, we are going to talk about + +8 +00:00:47,080 --> 00:00:50,380 +the issue of the trust. In other words, how can a + +9 +00:00:50,380 --> 00:00:53,060 +salesperson acquire or gain the trust of the + +10 +00:00:53,060 --> 00:00:55,840 +customers? So these are the two major points which + +11 +00:00:55,840 --> 00:00:58,700 +we are going to review and cover in today's class. + +12 +00:00:58,920 --> 00:01:01,500 +Let's begin by talking about the first objective. + +13 +00:01:02,320 --> 00:01:05,400 +Now, all the time remember, if you would like to + +14 +00:01:05,400 --> 00:01:07,820 +talk about accountant or account intelligence, + +15 +00:01:09,150 --> 00:01:11,410 +This title is reminding us with a very simple + +16 +00:01:11,410 --> 00:01:15,690 +fact. The fact is saying all the sales agencies + +17 +00:01:15,690 --> 00:01:18,930 +and the sales persons, they must acquire this + +18 +00:01:18,930 --> 00:01:23,250 +intelligence. What's the meaning of this? In other + +19 +00:01:23,250 --> 00:01:25,630 +words, we should collect information and data + +20 +00:01:25,630 --> 00:01:29,770 +according to six perspectives or according to six + +21 +00:01:29,770 --> 00:01:33,710 +types of intelligence. Number one, market + +22 +00:01:33,710 --> 00:01:36,450 +intelligence. When we are talking about market + +23 +00:01:36,450 --> 00:01:39,550 +intelligence, we are talking about three major + +24 +00:01:39,550 --> 00:01:43,630 +points. Number one, what are the major demanded + +25 +00:01:43,630 --> 00:01:49,490 +products by + +26 +00:01:49,490 --> 00:01:54,990 +the customer? And number two, what are the most + +27 +00:01:54,990 --> 00:02:00,410 +acceptable markets + +28 +00:02:00,410 --> 00:02:05,680 +for these products? And number three, who are our + +29 +00:02:05,680 --> 00:02:06,220 +competitors? + +30 +00:02:10,640 --> 00:02:14,560 +So we are talking about three major points. All + +31 +00:02:14,560 --> 00:02:18,760 +these points, as a sales agency, we must collect + +32 +00:02:18,760 --> 00:02:23,840 +very detailed information or data about the most + +33 +00:02:23,840 --> 00:02:27,480 +demanded products of our customers so that we can + +34 +00:02:27,480 --> 00:02:30,260 +sell them and so that we can raise up our sales + +35 +00:02:30,260 --> 00:02:33,990 +volume. And number two, we should look for the + +36 +00:02:33,990 --> 00:02:38,170 +most profitable markets. And number three, who are + +37 +00:02:38,170 --> 00:02:40,230 +our competitors who are competing with us + +38 +00:02:40,230 --> 00:02:43,850 +regarding these products or services. If you are + +39 +00:02:43,850 --> 00:02:45,930 +going as a sales agency, if you are going to + +40 +00:02:45,930 --> 00:02:48,550 +collect enough information or data about these + +41 +00:02:48,550 --> 00:02:51,910 +three items, this means your sales agency is + +42 +00:02:51,910 --> 00:02:54,150 +acquiring or is gaining something called market + +43 +00:02:54,150 --> 00:02:59,840 +intelligence. Clear? Now, let's talk about the + +44 +00:02:59,840 --> 00:03:03,120 +second type of intelligence, and we call it + +45 +00:03:03,120 --> 00:03:06,760 +financial intelligence. In financial intelligence, + +46 +00:03:07,100 --> 00:03:10,360 +that's good. All the time remember, we have to + +47 +00:03:10,360 --> 00:03:14,920 +identify or specify our annual capital budget, + +48 +00:03:17,520 --> 00:03:26,820 +capital budget, and number two, who is sitting up. + +49 +00:03:29,110 --> 00:03:29,930 +this budget. + +50 +00:03:33,210 --> 00:03:40,330 +And number three, the approach of + +51 +00:03:40,330 --> 00:03:47,890 +spending the budget every + +52 +00:03:47,890 --> 00:03:48,150 +year. + +53 +00:03:54,060 --> 00:03:57,840 +So these are the three major points which we + +54 +00:03:57,840 --> 00:04:00,860 +should answer as a sales agency. So let's sum up. + +55 +00:04:01,280 --> 00:04:04,320 +So as a sales agency, we have to clarify what is + +56 +00:04:04,320 --> 00:04:08,140 +our annual capital budget? What are its own items? + +57 +00:04:08,560 --> 00:04:11,500 +What we are covering? What are items which we are + +58 +00:04:11,500 --> 00:04:14,960 +targeting? Also, we have to look at the personnel + +59 +00:04:14,960 --> 00:04:17,580 +who are working with us and they are responsible + +60 +00:04:17,580 --> 00:04:20,560 +for setting up and fixing this annual capital + +61 +00:04:20,560 --> 00:04:23,940 +budget. Are they professional? Are they expert? + +62 +00:04:24,540 --> 00:04:27,060 +Are they qualified? Do they have experiences in + +63 +00:04:27,060 --> 00:04:29,960 +setting up capital budgets? All this information + +64 +00:04:29,960 --> 00:04:33,710 +should be answered by us. And the final thing, we + +65 +00:04:33,710 --> 00:04:36,710 +should look at the expenditures items of this + +66 +00:04:36,710 --> 00:04:40,190 +capital budget. In other words, which are the most + +67 +00:04:40,190 --> 00:04:44,250 +vital and valuable items which we should focus on. + +68 +00:04:45,250 --> 00:04:49,350 +The priorities of expenditure should be fixed. All + +69 +00:04:49,350 --> 00:04:52,770 +these things should be set up clearly. So these + +70 +00:04:52,770 --> 00:04:54,930 +three major points, if we are able to collect + +71 +00:04:54,930 --> 00:04:57,910 +information about them in a very detailed way and + +72 +00:04:57,910 --> 00:05:00,950 +in a very smart way, this means our citizenship + +73 +00:05:00,950 --> 00:05:02,810 +will possess something called financial + +74 +00:05:02,810 --> 00:05:07,170 +intelligence. But if you do not know what is the + +75 +00:05:07,170 --> 00:05:09,590 +meaning of the annual capital budget, if you do + +76 +00:05:09,590 --> 00:05:13,210 +not have experts in your personnel team who can + +77 +00:05:13,210 --> 00:05:15,810 +prepare a very good, well-planned annual budget, + +78 +00:05:16,450 --> 00:05:20,450 +and if you do not know what are the priorities of + +79 +00:05:20,450 --> 00:05:23,170 +the expenditures, this means we are suffering or + +80 +00:05:23,170 --> 00:05:26,350 +lacking too much information or data about + +81 +00:05:26,350 --> 00:05:30,350 +something called financial intelligence. Clear? + +82 +00:05:30,870 --> 00:05:33,630 +Any questions or comments about this? Now let's go + +83 +00:05:33,630 --> 00:05:36,810 +to the third type of the intelligence where we are + +84 +00:05:36,810 --> 00:05:38,550 +talking about something called organizational + +85 +00:05:38,550 --> 00:05:42,530 +intelligence. Look at here. Regarding the + +86 +00:05:42,530 --> 00:05:45,190 +organizational intelligence, we are talking about + +87 +00:05:45,190 --> 00:05:49,430 +something which is very simple. Number one, we + +88 +00:05:49,430 --> 00:05:52,970 +have to set up or fix or identify what is the + +89 +00:05:52,970 --> 00:05:58,230 +relationship or relationships among + +90 +00:06:00,280 --> 00:06:04,600 +the departments of + +91 +00:06:04,600 --> 00:06:09,260 +our company or of our sales agency. Number two, we + +92 +00:06:09,260 --> 00:06:11,280 +should talk about something called what are our + +93 +00:06:11,280 --> 00:06:13,940 +major objectives exactly. + +94 +00:06:17,560 --> 00:06:20,780 +So if you are going to collect enough information + +95 +00:06:20,780 --> 00:06:24,500 +and detail data about what are the relationships + +96 +00:06:24,500 --> 00:06:28,490 +which are connected or linking one department with + +97 +00:06:28,490 --> 00:06:31,590 +another within our organization, this is going to + +98 +00:06:31,590 --> 00:06:33,350 +be apart from something called organizational + +99 +00:06:33,350 --> 00:06:37,490 +intelligence. In addition, every department must + +100 +00:06:37,490 --> 00:06:41,110 +understand or grasp what are the overall + +101 +00:06:41,110 --> 00:06:44,070 +objectives of the organization as a whole. If you + +102 +00:06:44,070 --> 00:06:46,910 +are going to wonder why, because we do not want to + +103 +00:06:46,910 --> 00:06:49,270 +allow for any single department to work + +104 +00:06:49,270 --> 00:06:53,710 +independently. Each one must work dependently. + +105 +00:06:54,660 --> 00:06:57,500 +dependently according to the organizational + +106 +00:06:57,500 --> 00:07:00,600 +strategy, organizational objectives, and + +107 +00:07:00,600 --> 00:07:05,020 +organizational plan. Clear? This is something very + +108 +00:07:05,020 --> 00:07:07,720 +important. And why we are saying dependently? + +109 +00:07:08,160 --> 00:07:10,380 +Because remember, we are here talking about + +110 +00:07:10,380 --> 00:07:14,480 +working within a team. You cannot work alone. In + +111 +00:07:14,480 --> 00:07:16,900 +other words, if you are a salesperson, this + +112 +00:07:16,900 --> 00:07:20,740 +salesperson, he or she should not consider himself + +113 +00:07:20,740 --> 00:07:24,470 +or herself to be a superman or superwoman. She + +114 +00:07:24,470 --> 00:07:26,990 +cannot speak on behalf of the organization alone + +115 +00:07:26,990 --> 00:07:30,650 +or independently. For example, she might give + +116 +00:07:30,650 --> 00:07:33,410 +promises for one of the customers, and later on if + +117 +00:07:33,410 --> 00:07:35,390 +she would like to get approval from the executive + +118 +00:07:35,390 --> 00:07:38,210 +manager, this executive manager might disapprove. + +119 +00:07:39,010 --> 00:07:41,930 +So in this scenario, how is the position or the + +120 +00:07:41,930 --> 00:07:44,970 +situation of this salesperson in front of the eyes + +121 +00:07:44,970 --> 00:07:47,710 +of the customer? The customer is going to look at + +122 +00:07:47,710 --> 00:07:51,530 +him or her as a person who isn't trusted, as a + +123 +00:07:51,530 --> 00:07:53,670 +person who isn't able to keep his own promises. + +124 +00:07:54,430 --> 00:07:57,110 +Why? Because there was a mistake and the mistake + +125 +00:07:57,110 --> 00:08:00,830 +was working independently, away from the + +126 +00:08:00,830 --> 00:08:02,610 +strategies and objectives of the organization. + +127 +00:08:03,590 --> 00:08:06,910 +Clear? So if we are going to organize ourselves + +128 +00:08:06,910 --> 00:08:10,710 +and if we are going to work as one team with a + +129 +00:08:10,710 --> 00:08:13,890 +unified set of objectives, this means we are going + +130 +00:08:13,890 --> 00:08:16,410 +to acquire or have something called organizational + +131 +00:08:16,410 --> 00:08:19,530 +intelligence. Any question? Any comments about + +132 +00:08:19,530 --> 00:08:24,550 +this? Let's go to the fourth type. The fourth type + +133 +00:08:24,550 --> 00:08:29,530 +here is operational intelligence look at here + +134 +00:08:29,530 --> 00:08:32,290 +first of all we would like to define what is the + +135 +00:08:32,290 --> 00:08:36,450 +meaning of the word operational operational it + +136 +00:08:36,450 --> 00:08:41,530 +means measurable it + +137 +00:08:41,530 --> 00:08:44,030 +means measurable and if you are going to open your + +138 +00:08:44,030 --> 00:08:45,710 +dictionary you are going to find a meaning which + +139 +00:08:45,710 --> 00:08:49,310 +is called The word operational, its Arabic + +140 +00:08:49,310 --> 00:08:53,330 +translation is Ijra'i. Ijra'i means a something + +141 +00:08:53,330 --> 00:08:56,490 +which should be quantified so that we can measure + +142 +00:08:56,490 --> 00:09:00,790 +it. A something which should be quantified so that + +143 +00:09:00,790 --> 00:09:03,190 +we can measure it. Now let's give example from the + +144 +00:09:03,190 --> 00:09:05,350 +university and after that we are going to give + +145 +00:09:05,350 --> 00:09:08,430 +example from the sales science. Now you as a + +146 +00:09:08,430 --> 00:09:10,830 +student at the time being you are studying + +147 +00:09:10,830 --> 00:09:14,060 +something called a sales management course. Later + +148 +00:09:14,060 --> 00:09:17,920 +on, if you are going to pass this course, the + +149 +00:09:17,920 --> 00:09:21,280 +passing is measured. How? I am going to tell you + +150 +00:09:21,280 --> 00:09:24,540 +how. If you will acquire 60 points out of 100, + +151 +00:09:24,680 --> 00:09:27,840 +this means you are passing and your evaluation is + +152 +00:09:27,840 --> 00:09:32,160 +fair. But if your score is going to be over 70, + +153 +00:09:32,480 --> 00:09:36,860 +this means you are passing with good status. Over + +154 +00:09:36,860 --> 00:09:41,340 +70? Over 80? Very good. Over 90? Excellent. So + +155 +00:09:41,340 --> 00:09:44,500 +even your performance in every single course is + +156 +00:09:44,500 --> 00:09:47,260 +measured, is quantified. And this is the meaning + +157 +00:09:47,260 --> 00:09:50,480 +of what? Operational intelligence. Somebody is + +158 +00:09:50,480 --> 00:09:52,940 +going to say operational intelligence, is it + +159 +00:09:52,940 --> 00:09:55,950 +important for an organization? Of course. how we + +160 +00:09:55,950 --> 00:09:59,270 +are going to measure our success or failure how we + +161 +00:09:59,270 --> 00:10:00,950 +are going to measure if we are doing the right + +162 +00:10:00,950 --> 00:10:03,650 +things or if we are doing the bad things we cannot + +163 +00:10:03,650 --> 00:10:06,650 +do that if we are not going to measure our own + +164 +00:10:06,650 --> 00:10:09,650 +performance somebody is going to wonder another + +165 +00:10:09,650 --> 00:10:12,750 +question so how we are going to evaluate or + +166 +00:10:12,750 --> 00:10:15,110 +measure our performance as a sales agency by + +167 +00:10:15,110 --> 00:10:18,510 +various indicators indicator number one what is + +168 +00:10:18,510 --> 00:10:22,850 +annual sales volume indicator number two what is + +169 +00:10:22,850 --> 00:10:25,630 +the margin of our profitability indicator number + +170 +00:10:25,630 --> 00:10:29,870 +three what are the cost of our production process + +171 +00:10:29,870 --> 00:10:34,150 +and so on so all these questions can be answered + +172 +00:10:34,150 --> 00:10:37,790 +by giving a number of language or a language of + +173 +00:10:37,790 --> 00:10:41,430 +numbers this language of numbers means we have + +174 +00:10:41,430 --> 00:10:45,310 +something called operational intelligence any + +175 +00:10:45,310 --> 00:10:50,250 +questions any comments clear okay let's go and + +176 +00:10:50,250 --> 00:10:53,820 +talk about personnel intelligence The personal + +177 +00:10:53,820 --> 00:10:57,540 +intelligence, it means one thing. All these + +178 +00:10:57,540 --> 00:11:01,460 +equations can be summarized by one word. This one + +179 +00:11:01,460 --> 00:11:11,280 +word is saying, who are the people who are having + +180 +00:11:11,280 --> 00:11:13,900 +something called buying influence? + +181 +00:11:18,760 --> 00:11:23,100 +Okay. If you are going to say what is the meaning + +182 +00:11:23,100 --> 00:11:27,760 +of this, this means a salesperson whenever he or + +183 +00:11:27,760 --> 00:11:29,460 +she is going to deal with customers or these + +184 +00:11:29,460 --> 00:11:32,300 +customers as we mentioned before, they might be + +185 +00:11:32,300 --> 00:11:35,940 +organizations, we have to understand this customer + +186 +00:11:35,940 --> 00:11:40,060 +or this organization customer, who are the people + +187 +00:11:40,060 --> 00:11:43,640 +who are having the most influential role in the + +188 +00:11:43,640 --> 00:11:47,010 +buying decision. If you are going to understand + +189 +00:11:47,010 --> 00:11:49,970 +and identify them clearly, this means we should + +190 +00:11:49,970 --> 00:11:54,750 +create something called relationship with them. + +191 +00:11:56,010 --> 00:11:58,630 +Everything here can be summarized by one word, + +192 +00:11:58,730 --> 00:12:00,630 +which is called networking. + +193 +00:12:03,770 --> 00:12:06,830 +So if the salesperson is going to create a very + +194 +00:12:06,830 --> 00:12:10,710 +strict networking process, with the persons who + +195 +00:12:10,710 --> 00:12:14,650 +are having influence on the buying decision. By + +196 +00:12:14,650 --> 00:12:19,210 +this way, you are going to convince these customer + +197 +00:12:19,210 --> 00:12:22,410 +organizations to come and to buy your products or + +198 +00:12:22,410 --> 00:12:25,450 +services. But if you are not going to create + +199 +00:12:25,450 --> 00:12:27,230 +something called a good networking with this + +200 +00:12:27,230 --> 00:12:30,430 +target group of organizations, these organizations + +201 +00:12:30,430 --> 00:12:32,590 +are not going to deal with you and they are not + +202 +00:12:32,590 --> 00:12:35,520 +going to be encouraged to buy from you. Therefore, + +203 +00:12:36,200 --> 00:12:38,740 +to create a good networking with targeted + +204 +00:12:38,740 --> 00:12:41,240 +customers, this means we are having something + +205 +00:12:41,240 --> 00:12:45,240 +called personnel intelligence. If you are not + +206 +00:12:45,240 --> 00:12:47,340 +going to create healthy relationship or healthy + +207 +00:12:47,340 --> 00:12:50,640 +networking with customer organizations, this means + +208 +00:12:50,640 --> 00:12:53,680 +we are lacking as a sales agency or as a sales + +209 +00:12:53,680 --> 00:12:56,520 +company this something which is called personnel + +210 +00:12:56,520 --> 00:13:00,960 +intelligence. So, personnel intelligence matters + +211 +00:13:00,960 --> 00:13:05,740 +or not matters? It does matter. Let's talk about + +212 +00:13:05,740 --> 00:13:08,260 +the final one. The final one we called it + +213 +00:13:08,260 --> 00:13:11,320 +competitive intelligence. In the competitive + +214 +00:13:11,320 --> 00:13:13,800 +intelligence, it can be summarized by the + +215 +00:13:13,800 --> 00:13:17,440 +following. Any sales agency should identify who + +216 +00:13:17,440 --> 00:13:19,020 +are our own competitors. + +217 +00:13:22,220 --> 00:13:25,680 +For those competitors, we should analyze them. + +218 +00:13:26,360 --> 00:13:31,650 +Analyze what? Analyze their strategies. analyze + +219 +00:13:31,650 --> 00:13:35,090 +their plans and analyze their ideologies + +220 +00:13:35,090 --> 00:13:40,610 +especially if those competitors' performance are + +221 +00:13:40,610 --> 00:13:44,990 +exceeding our own performance if they are + +222 +00:13:44,990 --> 00:13:49,190 +exceeding our own performance if they are going to + +223 +00:13:49,190 --> 00:13:51,850 +exceed our performance or they are superior to our + +224 +00:13:51,850 --> 00:13:55,190 +own organization this means we have to examine + +225 +00:13:55,190 --> 00:13:57,690 +them according to study which is called + +226 +00:13:57,690 --> 00:13:58,930 +benchmarking + +227 +00:14:02,330 --> 00:14:04,050 +Benchmarking. What's the meaning of benchmarking? + +228 +00:14:05,370 --> 00:14:09,730 +Benchmarking means study a typical case, when we + +229 +00:14:09,730 --> 00:14:12,110 +are saying a typical case, a case which is doing + +230 +00:14:12,110 --> 00:14:16,260 +good, a case which is achieving excellence. We are + +231 +00:14:16,260 --> 00:14:18,920 +going to study this case and we are going to + +232 +00:14:18,920 --> 00:14:22,080 +understand how they are working and later on + +233 +00:14:22,080 --> 00:14:24,920 +inside our organization we are going to adopt the + +234 +00:14:24,920 --> 00:14:28,000 +same strategies and the same plans which are + +235 +00:14:28,000 --> 00:14:32,660 +implemented by this typical case. This is the + +236 +00:14:32,660 --> 00:14:35,680 +meaning of the word benchmarking. In the other + +237 +00:14:35,680 --> 00:14:38,160 +scenario or on the other hand, if this + +238 +00:14:38,160 --> 00:14:41,020 +organization's performance is lower than our own, + +239 +00:14:41,600 --> 00:14:45,510 +then we do not need to study them. So exactly, + +240 +00:14:45,730 --> 00:14:49,250 +there isn't any worry. But if they are superior + +241 +00:14:49,250 --> 00:14:53,110 +and if they are achieving excellence more than us, + +242 +00:14:53,250 --> 00:14:57,730 +then we should zoom on them, trying to analyze how + +243 +00:14:57,730 --> 00:14:59,690 +they are working, how they are thinking, how they + +244 +00:14:59,690 --> 00:15:01,290 +are planning, how they are drawing their own + +245 +00:15:01,290 --> 00:15:04,630 +strategies. And later on, we should learn from + +246 +00:15:04,630 --> 00:15:07,510 +them. This process, we called it in English, + +247 +00:15:08,030 --> 00:15:11,630 +benchmarking. Any question, any comments about + +248 +00:15:11,630 --> 00:15:15,070 +this? So if you are going to do so, this means + +249 +00:15:15,070 --> 00:15:17,270 +your organization is having or possessing + +250 +00:15:17,270 --> 00:15:21,050 +something called competitive intelligence. Any + +251 +00:15:21,050 --> 00:15:25,150 +question, any comments about this? Clear? Okay, + +252 +00:15:25,230 --> 00:15:28,850 +let's go on to the second part. With this second + +253 +00:15:28,850 --> 00:15:31,510 +part, look at the title and I'm going to ask you a + +254 +00:15:31,510 --> 00:15:34,990 +question. The title of this slide is reminding us + +255 +00:15:34,990 --> 00:15:38,570 +with one of the types of the intelligences which + +256 +00:15:38,570 --> 00:15:43,610 +we have reviewed before a while. What is it? No. + +257 +00:15:45,810 --> 00:15:51,350 +Operational. Exactly. Operational intelligence. + +258 +00:15:52,490 --> 00:15:54,610 +Because in operational intelligence, we are trying + +259 +00:15:54,610 --> 00:15:57,930 +to quantify our own performance. We are trying to + +260 +00:15:57,930 --> 00:16:00,790 +measure it. So how are we going to measure our + +261 +00:16:00,790 --> 00:16:03,530 +performance? We can measure it through various + +262 +00:16:03,530 --> 00:16:07,710 +tools. Here is a list of six or seven tools by + +263 +00:16:07,710 --> 00:16:10,830 +which we can measure our performance as a sales or + +264 +00:16:10,830 --> 00:16:14,030 +as a business organization. Beginning from number + +265 +00:16:14,030 --> 00:16:17,030 +of sales calls per year, number, so it is + +266 +00:16:17,030 --> 00:16:20,860 +quantifiable. 2. Advanced notice on price changes, + +267 +00:16:21,240 --> 00:16:24,800 +how many days it is quantifiable. 3. Average lead + +268 +00:16:24,800 --> 00:16:27,840 +time for customer, time quantifiable. 4. + +269 +00:16:27,840 --> 00:16:30,060 +Acceptable delay for customer products, days + +270 +00:16:30,060 --> 00:16:33,880 +quantifiable and so on. So these are various tools + +271 +00:16:33,880 --> 00:16:37,520 +by which we can measure our own performance. So + +272 +00:16:37,520 --> 00:16:39,600 +this is reminding us or it is linked with + +273 +00:16:39,600 --> 00:16:44,080 +operational intelligence. Now let's go to the + +274 +00:16:44,080 --> 00:16:47,950 +second objective of today's class. The second + +275 +00:16:47,950 --> 00:16:49,870 +objective, as we said, we are going to talk about + +276 +00:16:49,870 --> 00:16:53,110 +trust. When trust, trust is something very + +277 +00:16:53,110 --> 00:16:56,270 +important, very essential. It is going or it is + +278 +00:16:56,270 --> 00:17:00,110 +achieving one big goal. What is it? If you will + +279 +00:17:00,110 --> 00:17:04,250 +gain the trust of the customer, you will ensure + +280 +00:17:04,250 --> 00:17:09,770 +his or her cooperation. You will ensure him or her + +281 +00:17:09,770 --> 00:17:13,990 +or his cooperation. Therefore, research has + +282 +00:17:13,990 --> 00:17:16,470 +established that trust facilitates cooperation. + +283 +00:17:17,860 --> 00:17:21,280 +So, a recent experiment demonstrated that when a + +284 +00:17:21,280 --> 00:17:24,900 +seller was expected to be more trustworthy, there + +285 +00:17:24,900 --> 00:17:26,840 +was also a higher level of buyer-seller + +286 +00:17:26,840 --> 00:17:29,200 +cooperation. With the meaning of the word + +287 +00:17:29,200 --> 00:17:33,580 +cooperation, it means increase of sales volume or + +288 +00:17:33,580 --> 00:17:36,360 +increase of sales volume. This is the meaning of + +289 +00:17:36,360 --> 00:17:40,900 +the word cooperation. Now, once a salesperson has + +290 +00:17:40,900 --> 00:17:42,640 +signed a customer trust, the role of the + +291 +00:17:42,640 --> 00:17:43,700 +salesperson changes. + +292 +00:17:46,530 --> 00:17:48,910 +If you are going to gain the trust of this + +293 +00:17:48,910 --> 00:17:51,730 +customer, your role as a salesperson will change + +294 +00:17:51,730 --> 00:17:55,650 +as well. How? You are going to shift from focusing + +295 +00:17:55,650 --> 00:17:58,590 +on a product rather than to focus on service. + +296 +00:17:59,950 --> 00:18:01,730 +Somebody is going to say, what is the reason + +297 +00:18:01,730 --> 00:18:04,910 +behind this shift? Simply because the customer + +298 +00:18:04,910 --> 00:18:07,290 +will no longer be interested in asking you any + +299 +00:18:07,290 --> 00:18:10,010 +questions or raising any inquiries about the + +300 +00:18:10,010 --> 00:18:13,870 +product. He is trusting you and he isn't going to + +301 +00:18:13,870 --> 00:18:16,290 +raise too many questions about the product. All + +302 +00:18:16,290 --> 00:18:18,210 +the concerns and questions in the mind of the + +303 +00:18:18,210 --> 00:18:22,050 +customer now will focus or cover on the items of + +304 +00:18:22,050 --> 00:18:28,630 +service. Clear? Now let's ask another question. So + +305 +00:18:28,630 --> 00:18:31,450 +what are the benefits which a salesperson can + +306 +00:18:31,450 --> 00:18:35,170 +collect or can gain after he is going to ensure + +307 +00:18:35,170 --> 00:18:38,610 +this trust in the eyes and hearts of the + +308 +00:18:38,610 --> 00:18:42,480 +customers? Benefit number one Customer will be + +309 +00:18:42,480 --> 00:18:46,140 +more cooperative Benefit number two Customer will + +310 +00:18:46,140 --> 00:18:49,040 +become more receptive to suggestions When we are + +311 +00:18:49,040 --> 00:18:51,780 +saying receptive, the customer is ready to listen + +312 +00:18:51,780 --> 00:18:55,860 +to you Benefit number three Customer will allow + +313 +00:18:55,860 --> 00:18:59,080 +more time for sales presentation He is ready to + +314 +00:18:59,080 --> 00:19:02,360 +listen to you with open mind and with open heart + +315 +00:19:03,500 --> 00:19:06,160 +Benefit number four, the customer will allow you + +316 +00:19:06,160 --> 00:19:09,520 +access to other people, senior people inside the + +317 +00:19:09,520 --> 00:19:12,360 +organization, even if you as a salesperson will + +318 +00:19:12,360 --> 00:19:16,340 +request meeting the chief of executive. He will + +319 +00:19:16,340 --> 00:19:19,500 +help you to reach or access this chief of + +320 +00:19:19,500 --> 00:19:22,300 +executive. Why? Because the customer is trusting + +321 +00:19:22,300 --> 00:19:25,080 +you. Benefit number five, which is the last one, + +322 +00:19:25,660 --> 00:19:28,260 +the customer will inform the salesperson about the + +323 +00:19:28,260 --> 00:19:32,750 +future buying needs of his organization. the + +324 +00:19:32,750 --> 00:19:37,430 +future buying needs so he's going to prepare us + +325 +00:19:37,430 --> 00:19:43,570 +for giving or planning future transactions future + +326 +00:19:43,570 --> 00:19:47,010 +sales transactions so all these five benefits they + +327 +00:19:47,010 --> 00:19:50,410 +can be ensured if we are able to gain the trust of + +328 +00:19:50,410 --> 00:19:53,790 +the customer any question any comments about this + +329 +00:19:53,790 --> 00:19:54,950 +okay + +330 +00:19:56,860 --> 00:19:59,920 +Now, the big question which we should ask or focus + +331 +00:19:59,920 --> 00:20:03,800 +on is how we can gain the trust of the customers. + +332 +00:20:04,640 --> 00:20:07,460 +We can gain the trust of the customers by trying + +333 +00:20:07,460 --> 00:20:12,680 +to achieve five things or five traits. Five + +334 +00:20:12,680 --> 00:20:14,580 +traits. What's the meaning of traits? + +335 +00:20:15,340 --> 00:20:20,800 +Characteristics. Characteristics. These + +336 +00:20:20,800 --> 00:20:23,540 +characteristics should be available in your + +337 +00:20:23,540 --> 00:20:29,160 +persona. Should be available in your persona as a + +338 +00:20:29,160 --> 00:20:32,680 +salesperson. Number one, you must be likeable. In + +339 +00:20:32,680 --> 00:20:35,540 +other words, if the customer is going to meet you, + +340 +00:20:36,220 --> 00:20:39,060 +he will enjoy meeting and spending time with you. + +341 +00:20:39,740 --> 00:20:45,160 +How? By your nice words, by your nice language and + +342 +00:20:45,160 --> 00:20:50,200 +by your facial expressions. So enjoyment If the + +343 +00:20:50,200 --> 00:20:53,820 +customers are enjoying the time whenever they are + +344 +00:20:53,820 --> 00:20:56,040 +going to meet you, this means you have the trait + +345 +00:20:56,040 --> 00:20:59,420 +which is called likeable. Everybody likes you. + +346 +00:21:00,640 --> 00:21:03,940 +Trait number two, competent, which means you are a + +347 +00:21:03,940 --> 00:21:08,200 +qualified salesperson. You are knowing your + +348 +00:21:08,200 --> 00:21:11,160 +business. You are understanding what you are + +349 +00:21:11,160 --> 00:21:15,040 +talking about. So if you are competent, this is + +350 +00:21:15,040 --> 00:21:17,120 +going to be the second trait which will increase + +351 +00:21:17,120 --> 00:21:19,520 +the percentage of the trust between you as a + +352 +00:21:19,520 --> 00:21:24,100 +salesperson and the customer or the buyer. Trait + +353 +00:21:24,100 --> 00:21:27,720 +number three, dependable. The word dependable here + +354 +00:21:27,720 --> 00:21:30,560 +is reminding us with what we said before, exactly + +355 +00:21:30,560 --> 00:21:35,000 +teamwork. A salesperson should not forget himself + +356 +00:21:35,000 --> 00:21:38,810 +or herself. The salesperson is a member within a + +357 +00:21:38,810 --> 00:21:40,850 +team which is called a sales agency or + +358 +00:21:40,850 --> 00:21:43,910 +organization. Therefore, anything which you are + +359 +00:21:43,910 --> 00:21:46,230 +going to utter, any promise which you are going to + +360 +00:21:46,230 --> 00:21:49,110 +make for the customer, it should be laid on + +361 +00:21:49,110 --> 00:21:52,810 +acceptable framework approved by the CEO and + +362 +00:21:52,810 --> 00:21:56,260 +management of the organization. So by this way, + +363 +00:21:57,040 --> 00:22:00,260 +you are the bindable member within the team of the + +364 +00:22:00,260 --> 00:22:03,500 +organization. This trait is going to increase the + +365 +00:22:03,500 --> 00:22:07,120 +trust which you can gain or get from the customer. + +366 +00:22:07,860 --> 00:22:10,280 +Trait number four is customer-oriented. In other + +367 +00:22:10,280 --> 00:22:14,880 +words, all the time give the impression for the + +368 +00:22:14,880 --> 00:22:17,620 +customer that priority number one as a sales + +369 +00:22:17,620 --> 00:22:22,120 +agency is customer's interest rather than our + +370 +00:22:22,120 --> 00:22:25,950 +profit. So priority number one all the time should + +371 +00:22:25,950 --> 00:22:30,530 +focus on buyers interest rather than companies + +372 +00:22:30,530 --> 00:22:34,470 +profit or sales company profit. Sales company + +373 +00:22:34,470 --> 00:22:37,390 +profit you will get it but be patient and give + +374 +00:22:37,390 --> 00:22:40,010 +them this impression. And this trait which is + +375 +00:22:40,010 --> 00:22:42,210 +number four is considered to be another + +376 +00:22:42,210 --> 00:22:45,590 +contributing agent or factor for increasing the + +377 +00:22:45,590 --> 00:22:50,090 +percentage of the trust with the customer. The + +378 +00:22:50,090 --> 00:22:53,130 +final trait, we call it honesty. Honesty means + +379 +00:22:53,130 --> 00:22:56,750 +walk the talk. In other words, don't ever lie + +380 +00:22:56,750 --> 00:23:00,770 +under any circumstances. So if you are going to be + +381 +00:23:00,770 --> 00:23:03,830 +honest, this is going to be the fifth trait by + +382 +00:23:03,830 --> 00:23:07,750 +which we can ensure that you will get a higher or + +383 +00:23:07,750 --> 00:23:11,570 +a very strong or strong percentage of trust + +384 +00:23:11,570 --> 00:23:16,110 +between you as a salesperson and the customer. So + +385 +00:23:16,110 --> 00:23:19,990 +remember these are the five strong traits or + +386 +00:23:19,990 --> 00:23:22,430 +characteristics which should be available in the + +387 +00:23:22,430 --> 00:23:25,490 +persona or the character of a salesperson to gain + +388 +00:23:25,490 --> 00:23:31,410 +trust. Any question? Any comments about this? Now + +389 +00:23:31,410 --> 00:23:33,510 +I'm going to give you two minutes. This is a case + +390 +00:23:33,510 --> 00:23:36,170 +study. Please review it quickly and tell me what + +391 +00:23:36,170 --> 00:23:38,070 +you understand or what does it talk about. + +392 +00:23:39,250 --> 00:23:42,030 +Quickly. Two minutes. + +393 +00:23:50,370 --> 00:23:52,290 +this case study is reminding us with the previous + +394 +00:23:52,290 --> 00:23:55,950 +case study which was talking about Rogers exactly + +395 +00:23:55,950 --> 00:24:16,790 +we + +396 +00:24:16,790 --> 00:24:21,270 +would like somebody to summarize it It talks about + +397 +00:24:21,270 --> 00:24:22,890 +what? What is the problem? What is the dilemma + +398 +00:24:22,890 --> 00:24:23,310 +here? + +399 +00:24:27,130 --> 00:24:30,590 +Don't be like the bird. Try to give us very + +400 +00:24:30,590 --> 00:24:31,910 +detailed extensive answer. + +401 +00:24:35,350 --> 00:24:38,650 +Don't pick the bait up and fly. + +402 +00:24:42,610 --> 00:24:43,130 +Gone. + +403 +00:24:48,430 --> 00:24:49,570 +It talks about what? + +404 +00:24:54,050 --> 00:24:59,670 +Jacob is a salesperson who or she, she is a + +405 +00:24:59,670 --> 00:25:04,570 +female, gone. There is a brickage of five thousand + +406 +00:25:04,570 --> 00:25:06,450 +five hundred dollars that he cannot approve. The + +407 +00:25:06,450 --> 00:25:09,250 +customer didn't say that this is from him. But + +408 +00:25:09,250 --> 00:25:15,010 +Jacob says that he is confident that the brickage + +409 +00:25:15,010 --> 00:25:18,270 +is or the fault was of their, the buyer's handling + +410 +00:25:18,270 --> 00:25:20,530 +materials. So he cannot approve that. And they + +411 +00:25:20,530 --> 00:25:23,970 +want the final word of if Jacob will have the + +412 +00:25:23,970 --> 00:25:28,930 +responsibility of repairing it or not. Exactly. So + +413 +00:25:28,930 --> 00:25:33,700 +Jacob is a salesperson. and she sent a package and + +414 +00:25:33,700 --> 00:25:37,540 +this package is brokeable brokeable means قبل + +415 +00:25:37,540 --> 00:25:41,420 +الكسر when it was received by the customer, the + +416 +00:25:41,420 --> 00:25:45,060 +customer was complaining saying some of the items + +417 +00:25:45,060 --> 00:25:48,940 +or the equipments got broken down the cost of this + +418 +00:25:48,940 --> 00:25:54,660 +breakage is about 5500 USD the customer or the + +419 +00:25:54,660 --> 00:25:58,940 +buyer phoned Jacobs saying I want you to decide + +420 +00:25:58,940 --> 00:26:02,390 +now if we would like to close this sales + +421 +00:26:02,390 --> 00:26:06,110 +transaction or not. We would like to split this + +422 +00:26:06,110 --> 00:26:10,170 +cost between you as a sales agency and me as a + +423 +00:26:10,170 --> 00:26:15,950 +customer. Jacobs was under pressure. She decided + +424 +00:26:15,950 --> 00:26:19,810 +to agree on the deal. She decided to divide this + +425 +00:26:19,810 --> 00:26:21,950 +cost of the five thousand and five hundred US + +426 +00:26:21,950 --> 00:26:25,950 +dollars between the customer and her sales agency. + +427 +00:26:26,890 --> 00:26:29,710 +So the question which we should ask, do you agree + +428 +00:26:29,710 --> 00:26:32,730 +or support the reasoning of Jacob? The word + +429 +00:26:32,730 --> 00:26:37,530 +reasoning means logic. And number two, if you were + +430 +00:26:37,530 --> 00:26:40,250 +the sales manager of Jacob, are you going to + +431 +00:26:40,250 --> 00:26:42,390 +criticize or are you going to approve her + +432 +00:26:42,390 --> 00:26:45,790 +position? What's your answer? + +433 +00:26:49,950 --> 00:26:55,330 +It's easy, go on Sam. Because we want to long for + +434 +00:26:55,330 --> 00:26:59,470 +the customers as an asset for our company and + +435 +00:26:59,470 --> 00:27:03,870 +looking for a long relationship Excellent and this + +436 +00:27:03,870 --> 00:27:07,730 +is reminding us with the CLV which means customer + +437 +00:27:07,730 --> 00:27:11,090 +lifetime value the value which we can gain from + +438 +00:27:11,090 --> 00:27:14,090 +the customer is indeterminate by one sales + +439 +00:27:14,090 --> 00:27:18,490 +transaction now we studied this before so the + +440 +00:27:18,490 --> 00:27:23,210 +reasoning of Jacob is correct reason number two + +441 +00:27:24,670 --> 00:27:30,070 +Jacob doesn't have a proof if the buyer broke this + +442 +00:27:30,070 --> 00:27:33,790 +equipment. Because we do not have a proof as a + +443 +00:27:33,790 --> 00:27:37,210 +self-reliance. Can we claim that the fault or the + +444 +00:27:37,210 --> 00:27:42,530 +breakage was because of this buyer? No. This is + +445 +00:27:42,530 --> 00:27:47,170 +the second reason. That's it. Before a while, what + +446 +00:27:47,170 --> 00:27:52,430 +did we say? We have to be honest. If we do not + +447 +00:27:52,430 --> 00:27:56,200 +have the proof, why should we claim? That's it. + +448 +00:27:57,360 --> 00:27:58,920 +Any questions or comments about the case study? + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..5c12236ad31bff6b389d9baa3bb4347349009ee8 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_postprocess.srt @@ -0,0 +1,2184 @@ +1 +00:00:20,940 --> 00:00:25,360 +Okay listen, good morning. Today we will start by + +2 +00:00:25,360 --> 00:00:30,160 +an announcement. On December 1st, every group must + +3 +00:00:30,160 --> 00:00:34,980 +submit its final project. December 1st is the + +4 +00:00:34,980 --> 00:00:38,320 +deadline for finalizing and submission of the + +5 +00:00:38,320 --> 00:00:41,360 +project which I explained, I asked you what to do + +6 +00:00:41,360 --> 00:00:44,040 +at the very beginning of the semester. Why? + +7 +00:00:44,300 --> 00:00:47,280 +Because as you know, the last day of the classes + +8 +00:00:47,280 --> 00:00:50,980 +is going to be December 15th. Therefore, every + +9 +00:00:50,980 --> 00:00:54,380 +group must finalize its own project. When I say a + +10 +00:00:54,380 --> 00:00:58,040 +deadline, it's a deadline. On December 2nd, if you + +11 +00:00:58,040 --> 00:00:59,800 +are going to deliver your project, I will never + +12 +00:00:59,800 --> 00:01:04,300 +take it. Is this clear? This is one thing. Another + +13 +00:01:04,300 --> 00:01:06,820 +thing, today we are going to begin with a new + +14 +00:01:06,820 --> 00:01:09,660 +chapter, chapter number six. We are going to + +15 +00:01:09,660 --> 00:01:13,160 +fasten our explanations and discussions for the + +16 +00:01:13,160 --> 00:01:16,380 +bonds. Why? Simply because we are very late. What + +17 +00:01:16,380 --> 00:01:19,600 +is left is only four weeks and we have to cover + +18 +00:01:19,600 --> 00:01:25,340 +extra three chapters. Okay, let's begin. The title + +19 +00:01:25,340 --> 00:01:27,780 +of chapter number six, we are going to talk about + +20 +00:01:27,780 --> 00:01:31,170 +something called Salesforce organization. Let's + +21 +00:01:31,170 --> 00:01:33,650 +divide them. Whenever we are going to talk about + +22 +00:01:33,650 --> 00:01:38,710 +sales force, we are referring to sales teams. In + +23 +00:01:38,710 --> 00:01:41,290 +other words, we will talk about how the staff + +24 +00:01:41,290 --> 00:01:44,570 +members who are working in sales, how we are going + +25 +00:01:44,570 --> 00:01:48,350 +to organize them. So if we are going to talk about + +26 +00:01:48,350 --> 00:01:50,650 +their organization, this means we are going to + +27 +00:01:50,650 --> 00:01:54,450 +talk about organizational structures. From now, + +28 +00:01:55,130 --> 00:01:57,530 +the issue of the organizational structures of the + +29 +00:01:57,530 --> 00:02:00,680 +sales team is very important. which is going to be + +30 +00:02:00,680 --> 00:02:05,520 +in the final. Okay? Let's go on. So what are the + +31 +00:02:05,520 --> 00:02:08,120 +objectives within this chapter? We will talk about + +32 +00:02:08,120 --> 00:02:11,980 +various ways to organize sales force, which means + +33 +00:02:11,980 --> 00:02:15,460 +organizational structures. Second, we will talk + +34 +00:02:15,460 --> 00:02:17,800 +about what a strategic accounts management program + +35 +00:02:17,800 --> 00:02:21,260 +means. Third, we will talk about reasons for the + +36 +00:02:21,260 --> 00:02:25,780 +growth of telemarketing. Fifth, we will talk about + +37 +00:02:25,780 --> 00:02:28,480 +why and when sales agents are utilized. Listen + +38 +00:02:28,480 --> 00:02:33,170 +here. If we are going to use the word agents, this + +39 +00:02:33,170 --> 00:02:39,850 +means we are going to cancel the role of sales + +40 +00:02:39,850 --> 00:02:40,330 +teams. + +41 +00:02:43,350 --> 00:02:45,630 +And somebody is going to say, why some of the + +42 +00:02:45,630 --> 00:02:49,910 +agencies are going to abolish, cancel the sales + +43 +00:02:49,910 --> 00:02:52,390 +team? Because they will see this is going to be + +44 +00:02:52,390 --> 00:02:56,850 +more feasible and achievable. By this way, the + +45 +00:02:56,850 --> 00:03:02,150 +sales agency will save too much money, too much + +46 +00:03:02,150 --> 00:03:06,270 +financial resources which are consumed by the + +47 +00:03:06,270 --> 00:03:09,710 +working sales staff members and they will + +48 +00:03:09,710 --> 00:03:13,730 +substitute them by agents. So we will talk in this + +49 +00:03:13,730 --> 00:03:17,510 +chapter when and how we can hire agents instead of + +50 +00:03:17,510 --> 00:03:22,710 +hiring working sales staff members. Also, we will + +51 +00:03:22,710 --> 00:03:25,450 +talk about evolving trends in sales force + +52 +00:03:25,450 --> 00:03:28,050 +organization. All these are the topics of chapter + +53 +00:03:28,050 --> 00:03:30,990 +number 6. This is the outline. We are not going to + +54 +00:03:30,990 --> 00:03:35,850 +repeat what we said before. Now listen, as we + +55 +00:03:35,850 --> 00:03:37,730 +said, if we are going to talk about organization + +56 +00:03:37,730 --> 00:03:40,270 +of sales force, this means we are going to talk + +57 +00:03:40,270 --> 00:03:43,530 +about organizational structures. Somebody is going + +58 +00:03:43,530 --> 00:03:45,570 +to wonder, who is going to be responsible for the + +59 +00:03:45,570 --> 00:03:49,600 +organizational structure? This group. The people + +60 +00:03:49,600 --> 00:03:52,080 +who are responsible for sales management, what is + +61 +00:03:52,080 --> 00:03:55,100 +their role? So their role is to recruit and to + +62 +00:03:55,100 --> 00:03:58,360 +select the best candidates. Their role is to train + +63 +00:03:58,360 --> 00:04:01,380 +and educate. Their role is to evaluate the + +64 +00:04:01,380 --> 00:04:04,240 +performance of the sales staff. Or their role is + +65 +00:04:04,240 --> 00:04:07,380 +to identify the level of compensation, which kind, + +66 +00:04:07,480 --> 00:04:10,980 +which category. So we will talk about all these + +67 +00:04:10,980 --> 00:04:15,830 +things. Let's start. Now, specifically, we are + +68 +00:04:15,830 --> 00:04:18,550 +going to talk about various topics. Topic number + +69 +00:04:18,550 --> 00:04:21,290 +one, Salesforce Generalist. The Salesforce + +70 +00:04:21,290 --> 00:04:23,130 +Generalist, it is one of the organizational + +71 +00:04:23,130 --> 00:04:26,490 +structure buttons. Are we talking about one + +72 +00:04:26,490 --> 00:04:29,170 +button, one model? No, we are talking about other + +73 +00:04:29,170 --> 00:04:32,770 +models. These three models, they are embedded + +74 +00:04:32,770 --> 00:04:35,170 +within a title which is called Salesforce + +75 +00:04:35,170 --> 00:04:38,010 +Specializations. We will talk about it after a + +76 +00:04:38,010 --> 00:04:40,640 +while. Also, we will talk about strategic account + +77 +00:04:40,640 --> 00:04:43,320 +management, telemarketing, and we will conclude by + +78 +00:04:43,320 --> 00:04:47,200 +emerging issues. So these are the topics which we + +79 +00:04:47,200 --> 00:04:50,360 +will cover and review and discuss in this chapter. + +80 +00:04:50,820 --> 00:04:56,680 +Let's start. Generalist vs Specialist Structures + +81 +00:05:00,180 --> 00:05:03,580 +Before 1950, if you are going to talk about + +82 +00:05:03,580 --> 00:05:06,340 +industrial revolution all over the world, the + +83 +00:05:06,340 --> 00:05:08,940 +situation before 1950 was simple. It wasn't + +84 +00:05:08,940 --> 00:05:12,720 +complicated like it is now. In other words, if you + +85 +00:05:12,720 --> 00:05:15,540 +are going to invade or visit any company or any + +86 +00:05:15,540 --> 00:05:18,500 +producer, and we are going to evaluate and look at + +87 +00:05:18,500 --> 00:05:21,540 +his or her goods and products which they are + +88 +00:05:21,540 --> 00:05:24,440 +manufacturing, their characteristics were very + +89 +00:05:24,440 --> 00:05:28,240 +simple. It wasn't complicated. In other words, any + +90 +00:05:28,240 --> 00:05:31,980 +salesperson can deal with these products and he or + +91 +00:05:31,980 --> 00:05:37,790 +she can sell them easily. Why? Once again, the + +92 +00:05:37,790 --> 00:05:40,130 +characteristics of the complication and the + +93 +00:05:40,130 --> 00:05:43,190 +complexity was not available in these goods and + +94 +00:05:43,190 --> 00:05:48,130 +products. But later on and after 1950, life + +95 +00:05:48,130 --> 00:05:51,390 +changed, technology changed, the characteristics + +96 +00:05:51,390 --> 00:05:53,610 +of the industrial revolution got more complicated, + +97 +00:05:54,270 --> 00:05:56,850 +and we began talking about very specific + +98 +00:05:56,850 --> 00:06:00,250 +complicated products and services. These products + +99 +00:06:00,250 --> 00:06:04,590 +and services, not an ordinary salesperson can sell + +100 +00:06:04,590 --> 00:06:09,410 +them out. So we are going to search for people who + +101 +00:06:09,410 --> 00:06:12,330 +are specialized and people who are experts. When + +102 +00:06:12,330 --> 00:06:14,250 +we are saying specialized and experts, we are + +103 +00:06:14,250 --> 00:06:16,790 +referring to a person who are having training, + +104 +00:06:17,670 --> 00:06:19,770 +expertise and technical knowledge. + +105 +00:06:23,490 --> 00:06:27,150 +So let's begin with the first thing which is the + +106 +00:06:27,150 --> 00:06:32,760 +journalist. Generalist comes from general. In + +107 +00:06:32,760 --> 00:06:35,080 +general, companies attempt to develop sales force + +108 +00:06:35,080 --> 00:06:37,840 +organization that is adaptable, efficient and + +109 +00:06:37,840 --> 00:06:41,560 +effective. Let's take them one by one. When we are + +110 +00:06:41,560 --> 00:06:44,360 +talking about our sales agency must be adaptable, + +111 +00:06:44,840 --> 00:06:48,880 +it means her or adaptive, it means her, we must + +112 +00:06:48,880 --> 00:06:51,580 +change or we must adapt with any change that might + +113 +00:06:51,580 --> 00:06:55,920 +happen within the market. In other words, if you + +114 +00:06:55,920 --> 00:06:57,840 +are going to be a manager of a sales department, + +115 +00:06:58,680 --> 00:07:01,020 +or something is going to happen in the hierarchy + +116 +00:07:01,020 --> 00:07:04,900 +of the market where you are selling, your team + +117 +00:07:04,900 --> 00:07:09,640 +must be able to adapt with this change easily. If + +118 +00:07:09,640 --> 00:07:12,020 +your team or organizational structure cannot + +119 +00:07:12,020 --> 00:07:16,220 +adapt, absorb this change, this means we have to + +120 +00:07:16,220 --> 00:07:18,860 +create and impose a new organizational structure. + +121 +00:07:19,660 --> 00:07:21,860 +If you are going to impose a new organizational + +122 +00:07:21,860 --> 00:07:26,000 +structure to face this change, it means your + +123 +00:07:26,000 --> 00:07:28,360 +previous organizational structure was not + +124 +00:07:28,360 --> 00:07:32,620 +adaptive. This is the meaning of what? Being + +125 +00:07:32,620 --> 00:07:35,580 +adaptive. Adaptive means to adapt to any + +126 +00:07:35,580 --> 00:07:38,940 +circumstances or changes that might happen within + +127 +00:07:38,940 --> 00:07:42,260 +the market. While we are talking about frequent + +128 +00:07:42,260 --> 00:07:44,600 +circumstances and changes, the answer is yes. + +129 +00:07:45,610 --> 00:07:49,170 +Second, when we are saying our sales staff member + +130 +00:07:49,170 --> 00:07:53,050 +they must be efficient. In other words, they + +131 +00:07:53,050 --> 00:07:56,070 +reflect the rate at which key sales activities + +132 +00:07:56,070 --> 00:07:58,930 +such as calls, demonstrations and proposals are + +133 +00:07:58,930 --> 00:08:02,390 +performed. In other words, efficiency as we + +134 +00:08:02,390 --> 00:08:05,130 +defined it before the mid-term. What did we say? + +135 +00:08:05,630 --> 00:08:08,730 +We are talking about the use of a less amount of + +136 +00:08:08,730 --> 00:08:13,170 +cost, time and efforts to produce a maximum amount + +137 +00:08:13,170 --> 00:08:17,810 +of outcomes. So the same hair. If you are able to + +138 +00:08:17,810 --> 00:08:21,190 +do that, this means your sales team is efficient. + +139 +00:08:21,850 --> 00:08:24,690 +If not, this means our sales team is not + +140 +00:08:24,690 --> 00:08:27,530 +efficient. The third thing which is effectiveness. + +141 +00:08:27,750 --> 00:08:31,090 +It means a buyer's favorable reaction to the sales + +142 +00:08:31,090 --> 00:08:36,610 +effort. In effectiveness, We will evaluate what we + +143 +00:08:36,610 --> 00:08:40,610 +did in this stage and in that stage. So we are + +144 +00:08:40,610 --> 00:08:43,470 +going to answer one simple question. What was the + +145 +00:08:43,470 --> 00:08:45,770 +margin of our profitability which we achieved + +146 +00:08:45,770 --> 00:08:50,630 +beyond the sales process? If it is big or bigger + +147 +00:08:50,630 --> 00:08:55,150 +than we expected, this means we hit our goal. And + +148 +00:08:55,150 --> 00:08:57,650 +if you hit your goal, this means you are + +149 +00:08:57,650 --> 00:09:01,910 +effective. And this is reminding us with what we + +150 +00:09:01,910 --> 00:09:04,150 +define or how we define effectiveness. What did we + +151 +00:09:04,150 --> 00:09:09,020 +say? Effectiveness means the ability to accomplish + +152 +00:09:09,020 --> 00:09:12,440 +our set goals or objectives. Any questions or + +153 +00:09:12,440 --> 00:09:16,380 +comments? Go on. Fundamental structures for + +154 +00:09:16,380 --> 00:09:19,400 +organization sales force are four. This is very + +155 +00:09:19,400 --> 00:09:23,000 +essential, very crucial. We will talk about the + +156 +00:09:23,000 --> 00:09:28,340 +generalist. Listen, this model was very popular + +157 +00:09:28,340 --> 00:09:33,640 +and applicable before 1950. After 1950, sales + +158 +00:09:33,640 --> 00:09:36,400 +companies began to say life is changing and + +159 +00:09:36,400 --> 00:09:39,660 +products are changing. And commerce and sales + +160 +00:09:39,660 --> 00:09:42,820 +science is changing as well. So they began + +161 +00:09:42,820 --> 00:09:46,040 +innovating three kinds of models by which we are + +162 +00:09:46,040 --> 00:09:48,540 +going to organize our staff members. So we'll talk + +163 +00:09:48,540 --> 00:09:51,500 +about product specialization, third customer + +164 +00:09:51,500 --> 00:09:53,900 +specialization, and the final one, the functional + +165 +00:09:53,900 --> 00:09:57,760 +specialized model. All these things, they are + +166 +00:09:57,760 --> 00:10:02,700 +models for organizational structures for sales + +167 +00:10:02,700 --> 00:10:06,970 +staff members. Let's start. Let's begin with the + +168 +00:10:06,970 --> 00:10:13,470 +first one. The generalist structure, this model is + +169 +00:10:13,470 --> 00:10:16,710 +considered to be the most feasible and comfortable + +170 +00:10:16,710 --> 00:10:20,410 +and convenient model according to which we can + +171 +00:10:20,410 --> 00:10:24,290 +organize our sales staff members or sales force. + +172 +00:10:25,390 --> 00:10:28,590 +Somebody is going to wonder, this model is + +173 +00:10:28,590 --> 00:10:31,630 +determined by what? It is determined by one word + +174 +00:10:31,630 --> 00:10:36,760 +which is geography. Geography. In other words, if + +175 +00:10:36,760 --> 00:10:41,000 +I am going to help Wala and Hanin and Alia and + +176 +00:10:41,000 --> 00:10:43,920 +Zakia and how you are going to hire this says + +177 +00:10:43,920 --> 00:10:46,620 +staff member, I am going to distribute them + +178 +00:10:46,620 --> 00:10:50,440 +according to geography. In other words, I might + +179 +00:10:50,440 --> 00:10:53,680 +ask Wala to cover the northern market of Gaza + +180 +00:10:53,680 --> 00:10:57,600 +Strip, Hanin to cover the Gaza market, Fatima to + +181 +00:10:57,600 --> 00:11:01,220 +cover the middle market, and Fatim to cover Rafah + +182 +00:11:01,220 --> 00:11:04,860 +market. So, the major element by which I'm going + +183 +00:11:04,860 --> 00:11:07,360 +to distribute the functions and tasks of the sales + +184 +00:11:07,360 --> 00:11:10,980 +team is determined by geography. Because of this, + +185 +00:11:11,120 --> 00:11:13,740 +what we are saying, we are saying it is referred + +186 +00:11:13,740 --> 00:11:17,700 +to as a geographical information organization in + +187 +00:11:17,700 --> 00:11:21,260 +which each salesperson sends the firm's entire + +188 +00:11:21,260 --> 00:11:25,200 +product, the whole product line, to all accounts + +189 +00:11:25,200 --> 00:11:27,460 +and prospects usually within a specific + +190 +00:11:27,460 --> 00:11:31,520 +geographical area or geographic area. Now, the + +191 +00:11:31,520 --> 00:11:33,880 +geographic areas have small sales and minimal + +192 +00:11:33,880 --> 00:11:37,720 +travel time. Salesperson spend high percentage of + +193 +00:11:37,720 --> 00:11:39,680 +their time face-to-face with customers. + +194 +00:11:42,940 --> 00:11:47,560 +In the generalist model, it is going to achieve + +195 +00:11:47,560 --> 00:11:52,400 +excellent results if this salesperson is going to + +196 +00:11:52,400 --> 00:11:55,060 +deal with people who are belonging to something + +197 +00:11:55,060 --> 00:11:58,000 +called homogeneous group of buyers or homogeneous + +198 +00:11:58,000 --> 00:12:01,580 +groups of customers. When we are saying + +199 +00:12:01,580 --> 00:12:03,700 +homogeneous, we are referring to the word similar. + +200 +00:12:04,660 --> 00:12:09,200 +Let's give example. The generalist model, first, + +201 +00:12:09,300 --> 00:12:13,940 +what did we say? It is going to achieve a best and + +202 +00:12:13,940 --> 00:12:16,840 +excellent result if it is going to refer to + +203 +00:12:16,840 --> 00:12:20,660 +something called consumed products. + +204 +00:12:22,720 --> 00:12:27,120 +Consumed products mainly the food item, the + +205 +00:12:27,120 --> 00:12:32,760 +beverage item, and the clothes. Listen here, + +206 +00:12:33,620 --> 00:12:37,500 +somebody is going to say why? Because these items + +207 +00:12:37,500 --> 00:12:41,680 +of products, they are homogeneous. Homogeneous for + +208 +00:12:41,680 --> 00:12:44,060 +what? For every person who are living on the face + +209 +00:12:44,060 --> 00:12:49,080 +of the earth. This is one thing. Later on, the + +210 +00:12:49,080 --> 00:12:51,640 +third person who is going to work according to the + +211 +00:12:51,640 --> 00:12:54,480 +generalist structure, he is going to understand + +212 +00:12:54,480 --> 00:12:58,260 +something called the culture. The culture of the + +213 +00:12:58,260 --> 00:13:03,990 +group. The culture of the customers. When we are + +214 +00:13:03,990 --> 00:13:07,990 +saying culture, we are saying habits, traditions, + +215 +00:13:08,310 --> 00:13:10,330 +what the people like, what the people do not like. + +216 +00:13:11,150 --> 00:13:15,750 +Stop here. Somebody is going to say culture is + +217 +00:13:15,750 --> 00:13:18,130 +affecting these things when we are talking about + +218 +00:13:18,130 --> 00:13:21,710 +sales. Yes. If we are going to send you to America + +219 +00:13:21,710 --> 00:13:24,130 +and we are going to ask you to eat some of the + +220 +00:13:24,130 --> 00:13:27,690 +American food, I am sure that more than 80% from + +221 +00:13:27,690 --> 00:13:29,730 +you, they will not like this American food. + +222 +00:13:30,650 --> 00:13:33,150 +Somebody is going to say why? Because this isn't + +223 +00:13:33,150 --> 00:13:36,110 +related to our culture. This isn't related to what + +224 +00:13:36,110 --> 00:13:40,090 +we used to eat and consume. This is a fact, it's a + +225 +00:13:40,090 --> 00:13:43,610 +fact. Did it happen with you too much? How do you + +226 +00:13:43,610 --> 00:13:46,250 +spend your life? Over there, I spend my life + +227 +00:13:46,250 --> 00:13:51,740 +cooking by my hand. Why? Their food isn't matching + +228 +00:13:51,740 --> 00:13:55,160 +with what or with my taste. It isn't matching with + +229 +00:13:55,160 --> 00:13:59,260 +our culture. Listen here. So the salesperson who + +230 +00:13:59,260 --> 00:14:02,360 +is going to work as a journalist, this person, he + +231 +00:14:02,360 --> 00:14:05,640 +is understanding everything regarding this. He is + +232 +00:14:05,640 --> 00:14:08,380 +understanding the culture of the group. He is + +233 +00:14:08,380 --> 00:14:12,460 +having a deep knowledge about what the people like + +234 +00:14:12,460 --> 00:14:16,980 +and about what the people do not like. do not + +235 +00:14:16,980 --> 00:14:22,180 +like. So this is a journalist what? Salesperson, a + +236 +00:14:22,180 --> 00:14:25,420 +salesperson who is working according to a + +237 +00:14:25,420 --> 00:14:28,580 +journalist structure. Listen, the journalist + +238 +00:14:28,580 --> 00:14:30,560 +structure whenever he is going to be responsible + +239 +00:14:30,560 --> 00:14:33,220 +or she is going to be responsible for a specific + +240 +00:14:33,220 --> 00:14:37,600 +market, this means they are going to know every + +241 +00:14:37,600 --> 00:14:40,920 +single customer what they like and they do not + +242 +00:14:40,920 --> 00:14:46,660 +like. Also, The salesperson here does not count on + +243 +00:14:46,660 --> 00:14:50,680 +one single customer. In other words, if this + +244 +00:14:50,680 --> 00:14:54,720 +single customer didn't consume or buy from us, we + +245 +00:14:54,720 --> 00:14:58,160 +do not care. Why? We are talking about a + +246 +00:14:58,160 --> 00:15:01,840 +homogeneous group of persons who are having big + +247 +00:15:01,840 --> 00:15:06,300 +homogeneous demands. Either he is going to buy or + +248 +00:15:06,300 --> 00:15:09,540 +not buy, we do not care. The growth and + +249 +00:15:09,540 --> 00:15:11,720 +profitability of our sales agency will not be + +250 +00:15:11,720 --> 00:15:17,580 +dependent at all on this specific + +251 +00:15:17,580 --> 00:15:21,840 +customer. So, in this method, the salesperson has + +252 +00:15:21,840 --> 00:15:25,400 +a big opportunity. To do what? To go on depth of + +253 +00:15:25,400 --> 00:15:28,680 +the local culture, economic and competitive + +254 +00:15:28,680 --> 00:15:31,940 +conditions. This salesperson knows everything + +255 +00:15:31,940 --> 00:15:37,250 +about these areas. So, but the disadvantages of + +256 +00:15:37,250 --> 00:15:39,730 +this journalist model is the following. Sales + +257 +00:15:39,730 --> 00:15:42,110 +persons focus on lines with which they are + +258 +00:15:42,110 --> 00:15:46,250 +comfortable, neglecting the lines that are newer, + +259 +00:15:46,790 --> 00:15:49,170 +more difficult to sell but possibly more + +260 +00:15:49,170 --> 00:15:52,080 +profitable. So in the example which we talked + +261 +00:15:52,080 --> 00:15:54,460 +about the distribution of Wala and Hanin and + +262 +00:15:54,460 --> 00:15:57,280 +Fatima. If you are going to ask Fatima please + +263 +00:15:57,280 --> 00:16:00,580 +Fatima we would like to switch you with Wala. So + +264 +00:16:00,580 --> 00:16:04,340 +Fatima is going to cover the northern market. Wala + +265 +00:16:04,340 --> 00:16:07,240 +is going to go to Rafah market for example. The + +266 +00:16:07,240 --> 00:16:09,040 +two persons they are going to be bothered and + +267 +00:16:09,040 --> 00:16:13,000 +annoyed. Why? They will feel they are going to go + +268 +00:16:13,000 --> 00:16:16,500 +to a new geography, new market. This new geography + +269 +00:16:16,500 --> 00:16:21,210 +might cause them more effort, more time to + +270 +00:16:21,210 --> 00:16:23,730 +understand all the customers whom they are going + +271 +00:16:23,730 --> 00:16:26,550 +to deal with. This is considered to be one of the + +272 +00:16:26,550 --> 00:16:31,490 +big disadvantages. Now, when so many products to + +273 +00:16:31,490 --> 00:16:33,870 +sell, it is difficult to have expertise needed to + +274 +00:16:33,870 --> 00:16:36,270 +develop a creative solution to customer problems. + +275 +00:16:36,410 --> 00:16:39,930 +Stop here. Another disadvantage for this model is + +276 +00:16:39,930 --> 00:16:44,810 +the following. If a Swedish lady or a Swedish man + +277 +00:16:44,810 --> 00:16:48,490 +came to you as a person who is working according + +278 +00:16:48,490 --> 00:16:50,910 +to the journalist model, and he would like for + +279 +00:16:50,910 --> 00:16:54,610 +example to buy some of the item of the food, to + +280 +00:16:54,610 --> 00:16:58,190 +prepare a lunch or a supper or whatever, is this + +281 +00:16:58,190 --> 00:17:00,710 +going to be a problem for a salesperson who is + +282 +00:17:00,710 --> 00:17:02,350 +working according to the journalist structure? + +283 +00:17:03,410 --> 00:17:09,480 +Yes, of course yes. Somebody is going to say, why? + +284 +00:17:10,040 --> 00:17:14,120 +The answer is, this person is Swedish, and if he + +285 +00:17:14,120 --> 00:17:16,620 +is Swedish, he doesn't belong to the homogeneous + +286 +00:17:16,620 --> 00:17:20,880 +group which I know. So we are going to have what? + +287 +00:17:21,000 --> 00:17:24,200 +A problem. Can I give him a solution? I cannot. + +288 +00:17:26,420 --> 00:17:30,510 +Are you following me? So, all the time remember, + +289 +00:17:30,970 --> 00:17:33,350 +the sales persons who are working according to the + +290 +00:17:33,350 --> 00:17:37,770 +general structure, they will do their best if they + +291 +00:17:37,770 --> 00:17:40,390 +are dealing with customers who are belonging to + +292 +00:17:40,390 --> 00:17:43,750 +the same homogeneous group of the customer. But if + +293 +00:17:43,750 --> 00:17:46,230 +one of them is approaching from outside this + +294 +00:17:46,230 --> 00:17:48,930 +group, we will encounter difficulty with him or + +295 +00:17:48,930 --> 00:17:55,360 +her. Clear? Clear? Gone. So salespersons may find + +296 +00:17:55,360 --> 00:18:00,060 +themselves at a competitive disadvantage if they + +297 +00:18:00,060 --> 00:18:03,260 +are asked to sell customers with problems and + +298 +00:18:03,260 --> 00:18:06,820 +deeds that are diverse and complex, diverse from + +299 +00:18:06,820 --> 00:18:11,120 +the homogeneous group. Then it's very difficult + +300 +00:18:11,120 --> 00:18:14,300 +for this salesperson to solve the problem for + +301 +00:18:14,300 --> 00:18:17,960 +them. Sales persons may spend too much time with + +302 +00:18:17,960 --> 00:18:20,520 +customers who are easy to sell. This is the thing + +303 +00:18:20,520 --> 00:18:23,460 +which we like as sales persons who are working + +304 +00:18:23,460 --> 00:18:26,780 +according to the generalist structure. We like to + +305 +00:18:26,780 --> 00:18:30,960 +work with persons who are easy to sell and are not + +306 +00:18:30,960 --> 00:18:33,320 +profitable or have an opportunity to grow. We do + +307 +00:18:33,320 --> 00:18:37,680 +not care. Remember, our profitability and growth + +308 +00:18:37,680 --> 00:18:42,080 +isn't founded on one customer because the majority + +309 +00:18:42,080 --> 00:18:46,400 +of the people are shared in these goods and needs. + +310 +00:18:47,680 --> 00:18:50,520 +So, many organizations have decided that they need + +311 +00:18:50,520 --> 00:18:54,020 +to specialize beyond simple geography. This + +312 +00:18:54,020 --> 00:18:57,420 +happened when? Especially after 1950. + +313 +00:19:00,420 --> 00:19:04,040 +So, let's sum up. To summarize, what are the + +314 +00:19:04,040 --> 00:19:07,460 +advantages of the generalist model and its + +315 +00:19:07,460 --> 00:19:10,340 +disadvantages? The advantages, best for + +316 +00:19:10,340 --> 00:19:14,320 +homogeneous group of buyers. Another advantage, in + +317 +00:19:14,320 --> 00:19:16,080 +-depth knowledge of the local culture, economic + +318 +00:19:16,080 --> 00:19:19,120 +and competitive condition, as we explained. The + +319 +00:19:19,120 --> 00:19:21,960 +disadvantages, number one, lack knowledge of the + +320 +00:19:21,960 --> 00:19:26,340 +product. Stop here. If you are going to ask Walaa + +321 +00:19:26,340 --> 00:19:30,120 +or Fatima, This product, what are its own + +322 +00:19:30,120 --> 00:19:33,560 +ingredients? This person or salesperson might not + +323 +00:19:33,560 --> 00:19:36,400 +know the answer unless he is going to read the + +324 +00:19:36,400 --> 00:19:39,520 +ingredients on the packet of the product. Why? + +325 +00:19:40,300 --> 00:19:43,340 +Look at here. The generalist structure, we are + +326 +00:19:43,340 --> 00:19:47,000 +talking about expansion horizontally. We know this + +327 +00:19:47,000 --> 00:19:48,940 +product and this product and this product and this + +328 +00:19:48,940 --> 00:19:51,560 +product and this product and so on. Horizontal + +329 +00:19:51,560 --> 00:19:54,920 +knowledge. The horizontal knowledge is going to + +330 +00:19:54,920 --> 00:20:00,030 +know what? Our vertical knowledge. Somebody is + +331 +00:20:00,030 --> 00:20:00,990 +going to say, what's the meaning of vertical + +332 +00:20:00,990 --> 00:20:04,770 +knowledge? This one. Everything about this + +333 +00:20:04,770 --> 00:20:08,290 +product, can we know that? We cannot. Why? Because + +334 +00:20:08,290 --> 00:20:11,130 +this is a natural thing in the mind of human + +335 +00:20:11,130 --> 00:20:14,610 +beings. So the expansion or the horizontal + +336 +00:20:14,610 --> 00:20:17,070 +expansion of the knowledge is going to be on the + +337 +00:20:17,070 --> 00:20:20,010 +account of a specialized vertical knowledge about + +338 +00:20:20,010 --> 00:20:24,560 +a product or a thing. Clear? So in this case, + +339 +00:20:24,900 --> 00:20:27,700 +Fatima or Wala might say, give me a minute and he + +340 +00:20:27,700 --> 00:20:29,720 +will begin or she will begin reading the + +341 +00:20:29,720 --> 00:20:32,120 +ingredients and trying to figure out where this + +342 +00:20:32,120 --> 00:20:35,580 +product was manufactured and so on. They do not + +343 +00:20:35,580 --> 00:20:39,400 +have deep technical knowledge about 1X product. + +344 +00:20:39,980 --> 00:20:42,880 +Why? Because their ideologies and mentalities, + +345 +00:20:43,120 --> 00:20:46,460 +they are founded on horizontal knowledge of a big + +346 +00:20:46,460 --> 00:20:52,200 +group of products. Clear? A second disadvantage, + +347 +00:20:52,360 --> 00:20:54,180 +inability to create solutions for the customer + +348 +00:20:54,180 --> 00:20:57,520 +problems. As we said, if a person doesn't belong + +349 +00:20:57,520 --> 00:21:00,520 +to the homogeneous group, we cannot solve the + +350 +00:21:00,520 --> 00:21:03,500 +problem for him or her. And a third disadvantage, + +351 +00:21:03,620 --> 00:21:06,500 +focus on easy to sell customers. This is the thing + +352 +00:21:06,500 --> 00:21:10,600 +which we like. But we are not ready to work with + +353 +00:21:10,600 --> 00:21:14,220 +any troublemaker buyers or any troublemaker + +354 +00:21:14,220 --> 00:21:19,310 +consumers. Clear? Any question about generalist + +355 +00:21:19,310 --> 00:21:23,450 +model? This is very important and this is an + +356 +00:21:23,450 --> 00:21:27,710 +example. Example of what? Example of an + +357 +00:21:27,710 --> 00:21:30,270 +organizational structure about how we can organize + +358 +00:21:30,270 --> 00:21:33,410 +our sales team according to the generalist model. + +359 +00:21:34,150 --> 00:21:37,190 +If you are going to look at the boxes, you are + +360 +00:21:37,190 --> 00:21:39,570 +going to find that the major backbone by which we + +361 +00:21:39,570 --> 00:21:41,650 +distribute our sales staff member is geography. + +362 +00:21:42,360 --> 00:21:45,640 +Let's begin. This is the manager. Look at here, we + +363 +00:21:45,640 --> 00:21:47,520 +have a central region. Look at here, we have the + +364 +00:21:47,520 --> 00:21:49,380 +eastern region. Look at here, we have the western. + +365 +00:21:50,060 --> 00:21:52,840 +The region or the central region, we subdivided + +366 +00:21:52,840 --> 00:21:55,840 +it. So we talked about the northeast. In the + +367 +00:21:55,840 --> 00:21:57,880 +northeast, we subdivided it. We began talking + +368 +00:21:57,880 --> 00:22:00,960 +about names of locations. Connecticut, New York, + +369 +00:22:01,160 --> 00:22:04,760 +Vermont and so on. So these are names of the + +370 +00:22:04,760 --> 00:22:07,780 +market. and how we distributed our team member + +371 +00:22:07,780 --> 00:22:10,860 +according to the geographical market which we are + +372 +00:22:10,860 --> 00:22:16,380 +targeting as a sales agency. Clear? So geography + +373 +00:22:16,380 --> 00:22:20,240 +is the base. Where? In the journalist model. By + +374 +00:22:20,240 --> 00:22:23,800 +this we killed the journalist model. Now let's go + +375 +00:22:23,800 --> 00:22:27,790 +and kill the second one which is product. In the + +376 +00:22:27,790 --> 00:22:30,810 +product, its base specialization is most + +377 +00:22:30,810 --> 00:22:34,590 +appropriate when a firm has a large, diverse, and + +378 +00:22:34,590 --> 00:22:38,710 +complex line of products. In other words, our + +379 +00:22:38,710 --> 00:22:42,470 +product is manufacturing a diversified set of + +380 +00:22:42,470 --> 00:22:46,170 +products, not only one product. So each + +381 +00:22:46,170 --> 00:22:49,790 +salesperson specializes by selling only a few of + +382 +00:22:49,790 --> 00:22:53,090 +the products in the organization's total product + +383 +00:22:53,090 --> 00:22:56,500 +portfolio. And reports to a management structure + +384 +00:22:56,500 --> 00:22:59,860 +that is also focused on the same limited number of + +385 +00:22:59,860 --> 00:23:03,600 +product lines. Somebody is going to say it isn't + +386 +00:23:03,600 --> 00:23:06,140 +clear. We will make it clearer. But be patient. + +387 +00:23:07,020 --> 00:23:09,220 +Coordination occurs at the highest level in this + +388 +00:23:09,220 --> 00:23:13,520 +organization. Now look at him. Imagine I am going + +389 +00:23:13,520 --> 00:23:17,780 +to have a firm. With this firm, it is an IT firm. + +390 +00:23:17,980 --> 00:23:21,320 +In other words, we are able to produce more than + +391 +00:23:21,320 --> 00:23:24,880 +one kind, one nature of a product. Sometimes I'm + +392 +00:23:24,880 --> 00:23:29,060 +going to print printer, server, micro computers, + +393 +00:23:29,800 --> 00:23:32,920 +programmable calculators, copiers. Copiers means, + +394 +00:23:33,680 --> 00:23:37,980 +and the final one, large computers. So how many + +395 +00:23:37,980 --> 00:23:39,700 +kinds of products we are talking about here? + +396 +00:23:39,880 --> 00:23:44,580 +Almost six. Now if you are going to ask one person + +397 +00:23:44,580 --> 00:23:47,360 +to have a deep technical knowledge about all the + +398 +00:23:47,360 --> 00:23:49,880 +products, do you think this person will master + +399 +00:23:49,880 --> 00:23:54,120 +this knowledge? It's very difficult. Why? We are + +400 +00:23:54,120 --> 00:23:57,180 +talking about complicated products which require + +401 +00:23:57,180 --> 00:24:00,540 +different technical knowledge. So what should we + +402 +00:24:00,540 --> 00:24:03,320 +do? We should distribute our sales staff members + +403 +00:24:03,320 --> 00:24:07,060 +according to the product. So one person is going + +404 +00:24:07,060 --> 00:24:09,980 +to be specialized in a printer. Later on, if any + +405 +00:24:09,980 --> 00:24:11,860 +customer is going to ask him any question related + +406 +00:24:11,860 --> 00:24:15,380 +to printer, he or she will be able to answer and + +407 +00:24:15,380 --> 00:24:18,660 +solve the problem. The same thing with these + +408 +00:24:18,660 --> 00:24:21,620 +things. Exactly. We are talking about the vertical + +409 +00:24:21,620 --> 00:24:25,420 +knowledge rather than the horizontal one. Clear? + +410 +00:24:25,700 --> 00:24:29,820 +Any questions and comments? Now go on. So let's + +411 +00:24:29,820 --> 00:24:32,220 +sum up. What are the advantages of this product + +412 +00:24:32,220 --> 00:24:35,480 +specialization model? Advantage number one, it + +413 +00:24:35,480 --> 00:24:40,440 +allows focusing on sales effort. In other words, + +414 +00:24:40,580 --> 00:24:42,820 +when we are saying sales efforts, we are going to + +415 +00:24:42,820 --> 00:24:44,600 +look at the product itself and we are going to + +416 +00:24:44,600 --> 00:24:47,500 +calculate how much of the sales volume was + +417 +00:24:47,500 --> 00:24:50,040 +achieved regarding the sales of this product. If + +418 +00:24:50,040 --> 00:24:52,320 +it is excellent, this means it is an expression + +419 +00:24:52,320 --> 00:24:55,120 +for the sales person who is responsible for + +420 +00:24:55,120 --> 00:24:59,400 +selling this product. Second, expertise developed + +421 +00:24:59,400 --> 00:25:02,440 +in limited number of products. Limited, why? + +422 +00:25:02,560 --> 00:25:05,180 +Because as Farah said, we are talking about + +423 +00:25:05,180 --> 00:25:09,410 +vertical knowledge. Disadvantages, we are talking + +424 +00:25:09,410 --> 00:25:11,930 +about more expensive to operate. Listen here. + +425 +00:25:16,390 --> 00:25:21,550 +Having the + +426 +00:25:21,550 --> 00:25:22,470 +same technical knowledge. + +427 +00:25:27,010 --> 00:25:31,090 +Excellent. So, Fatima is working according to this + +428 +00:25:31,090 --> 00:25:33,390 +product specialization model and she decided to + +429 +00:25:33,390 --> 00:25:36,690 +quit. She decided to resign. What is going to + +430 +00:25:36,690 --> 00:25:40,190 +happen? The management will try to convince her to + +431 +00:25:40,190 --> 00:25:45,110 +stay. Why? Because we need her too much. If she + +432 +00:25:45,110 --> 00:25:47,890 +insisted, then what we are going to do? We are + +433 +00:25:47,890 --> 00:25:50,830 +going to replace her. The replacement is + +434 +00:25:50,830 --> 00:25:54,450 +expensive. The new person is going to require + +435 +00:25:54,450 --> 00:25:56,810 +training and knowledge and education and + +436 +00:25:56,810 --> 00:26:01,600 +orientation. Imagine this person is perfect, in + +437 +00:26:01,600 --> 00:26:04,760 +other words, the new person is having the + +438 +00:26:04,760 --> 00:26:08,640 +technical knowledge about this product. In this + +439 +00:26:08,640 --> 00:26:11,300 +scenario, the company or the management might tell + +440 +00:26:11,300 --> 00:26:13,540 +him or her, we are going to offer you for example + +441 +00:26:13,540 --> 00:26:16,820 +1000 US dollars as a salary. This person might + +442 +00:26:16,820 --> 00:26:19,640 +say, Wallah it isn't enough for me. What do you + +443 +00:26:19,640 --> 00:26:21,060 +want? I want 1500. + +444 +00:26:23,770 --> 00:26:26,970 +Therefore, do you think the management is going to + +445 +00:26:26,970 --> 00:26:30,510 +refuse his demand? We do not think so. Why? + +446 +00:26:31,270 --> 00:26:34,630 +Because this person is occupying or is having a + +447 +00:26:34,630 --> 00:26:37,050 +technical knowledge. And we need this technical + +448 +00:26:37,050 --> 00:26:40,010 +knowledge. Because of this what we are saying. We + +449 +00:26:40,010 --> 00:26:44,830 +are saying it is expensive. Clear? Second, may + +450 +00:26:44,830 --> 00:26:46,870 +result in duplication of sales calls to clients. + +451 +00:26:46,970 --> 00:26:50,790 +This is very dangerous. Somebody is going to say, + +452 +00:26:50,870 --> 00:26:53,200 +what is the meaning of this? Look at her. Let's + +453 +00:26:53,200 --> 00:26:57,180 +return back to the example before. Imagine Fatima + +454 +00:26:57,180 --> 00:26:59,720 +is working as a specialized salesperson for a + +455 +00:26:59,720 --> 00:27:02,240 +printer. Hanin is working as a specialized + +456 +00:27:02,240 --> 00:27:07,040 +salesperson for a server. I am a customer. Hanin + +457 +00:27:07,040 --> 00:27:09,720 +might call me talking about an offer of server. + +458 +00:27:10,840 --> 00:27:14,460 +Wallahi, after less than an hour, Fatima will call + +459 +00:27:14,460 --> 00:27:17,620 +the same customer. She will call me talking about + +460 +00:27:17,620 --> 00:27:20,640 +a new offer of the printer. But remember, both of + +461 +00:27:20,640 --> 00:27:23,510 +them are working in the same company. What is the + +462 +00:27:23,510 --> 00:27:25,090 +impression which the customer is going to have + +463 +00:27:25,090 --> 00:27:29,810 +about them? Very bad. Why very bad? Because we + +464 +00:27:29,810 --> 00:27:32,790 +mentioned this last time, we should not be seen as + +465 +00:27:32,790 --> 00:27:37,030 +pushy. We should not be seen as intruder. Because + +466 +00:27:37,030 --> 00:27:39,970 +of this, we are saying this product specialized + +467 +00:27:39,970 --> 00:27:44,310 +model, it requires a huge effort of coordination + +468 +00:27:44,310 --> 00:27:47,610 +in order to avoid duplication and in order not to + +469 +00:27:47,610 --> 00:27:55,630 +confuse our own customers. Clear? Clear. Let's + +470 +00:27:55,630 --> 00:28:00,330 +conclude by the third one which is customer. Now + +471 +00:28:00,330 --> 00:28:03,170 +our priority is not the product but the customer + +472 +00:28:03,170 --> 00:28:06,750 +itself or himself or herself. Customer + +473 +00:28:06,750 --> 00:28:11,660 +specialization. referred also as a vertical + +474 +00:28:11,660 --> 00:28:15,340 +marketing rather than horizontal marketing, in + +475 +00:28:15,340 --> 00:28:18,680 +which each salesperson or sales team tells the + +476 +00:28:18,680 --> 00:28:21,020 +entire product line to selected types of buyers. + +477 +00:28:21,720 --> 00:28:25,360 +We underline the selected types of buyers because + +478 +00:28:25,360 --> 00:28:28,360 +the backbone of distributing our sales team member + +479 +00:28:28,360 --> 00:28:33,550 +is the type of the customer. Are we talking about + +480 +00:28:33,550 --> 00:28:36,010 +a VIP customer? Are we talking about an ordinary + +481 +00:28:36,010 --> 00:28:38,550 +customer? Are we talking about a rich customer? + +482 +00:28:39,110 --> 00:28:41,690 +Are we talking about a poor customer? Are we + +483 +00:28:41,690 --> 00:28:44,450 +talking about a manufacturer customer? Or are we + +484 +00:28:44,450 --> 00:28:48,200 +talking about a government customer? And let's + +485 +00:28:48,200 --> 00:28:50,940 +talk about this. So this type is used by companies + +486 +00:28:50,940 --> 00:28:54,600 +as companies try to become more market oriented. + +487 +00:28:55,120 --> 00:28:57,020 +So if you are going to make something called + +488 +00:28:57,020 --> 00:28:59,320 +market segmentation, the third model, which is + +489 +00:28:59,320 --> 00:29:02,640 +called customer specialization, is the best one to + +490 +00:29:02,640 --> 00:29:06,180 +implement this thing. Is the best one to implement + +491 +00:29:06,180 --> 00:29:10,700 +this market segmentation. Look at here. This is an + +492 +00:29:10,700 --> 00:29:13,950 +example of the organizational structure. which is + +493 +00:29:13,950 --> 00:29:16,370 +working or functioning according to customer + +494 +00:29:16,370 --> 00:29:20,710 +specialists. Listen, the customer here is a + +495 +00:29:20,710 --> 00:29:22,770 +customer who is responsible for management of + +496 +00:29:22,770 --> 00:29:26,470 +education and institutions. The customer here is a + +497 +00:29:26,470 --> 00:29:30,370 +retail customer. The customer here is a wholesale + +498 +00:29:30,370 --> 00:29:34,210 +customer. The customer here is a manufacturer. The + +499 +00:29:34,210 --> 00:29:36,850 +customer here is a government. The customer here + +500 +00:29:36,850 --> 00:29:41,670 +is a financial and banking organization. So we are + +501 +00:29:41,670 --> 00:29:44,610 +distributing our sales staff member according to + +502 +00:29:44,610 --> 00:29:49,370 +who is our customer. If you are going to hire a + +503 +00:29:49,370 --> 00:29:52,210 +sales person for the government, this means this + +504 +00:29:52,210 --> 00:29:55,730 +person knows all the people who are working within + +505 +00:29:55,730 --> 00:29:58,850 +the different ministries. Ministry of education, + +506 +00:29:59,050 --> 00:30:00,890 +ministry of supplies, ministry of transportation, + +507 +00:30:01,450 --> 00:30:04,130 +ministry of telecommunication and so on. So + +508 +00:30:04,130 --> 00:30:07,550 +anything which might happen if our customer is a + +509 +00:30:07,550 --> 00:30:10,090 +governmental one, then we are going to send this + +510 +00:30:10,090 --> 00:30:15,430 +customer. Should we send the same customer for the + +511 +00:30:15,430 --> 00:30:20,550 +wholesale consumer? Not necessarily. Why? Because + +512 +00:30:20,550 --> 00:30:23,650 +each salesperson has developed something called + +513 +00:30:23,650 --> 00:30:26,590 +social relationship. + +514 +00:30:29,750 --> 00:30:33,930 +This social relationship cannot be constructed in + +515 +00:30:33,930 --> 00:30:37,670 +24 hours. They are going to be developed and + +516 +00:30:37,670 --> 00:30:43,750 +constructed throughout years. So later on, even if + +517 +00:30:43,750 --> 00:30:47,090 +you are going to send, for example, Fatin as a + +518 +00:30:47,090 --> 00:30:51,570 +marketing officer enlisted of Walaa, who was our + +519 +00:30:51,570 --> 00:30:55,210 +salesperson, the person from the government will + +520 +00:30:55,210 --> 00:30:59,970 +tell Fatin where is Walaa and he isn't going to be + +521 +00:30:59,970 --> 00:31:07,720 +interested by her or in her. Why? Exactly. We are + +522 +00:31:07,720 --> 00:31:11,100 +trusting and we used to deal and cooperate with a + +523 +00:31:11,100 --> 00:31:15,760 +salesperson whose name is Walaa. Even a fattened + +524 +00:31:15,760 --> 00:31:19,020 +purpose for this company is marketing. Because of + +525 +00:31:19,020 --> 00:31:22,100 +this, sometimes this is going to what? To overcome + +526 +00:31:22,100 --> 00:31:24,720 +the efforts and the goals which might be achieved + +527 +00:31:24,720 --> 00:31:27,900 +by the marketing department within the same + +528 +00:31:27,900 --> 00:31:33,160 +organization. Clear? Yes. Okay, advantages and + +529 +00:31:33,160 --> 00:31:37,610 +disadvantages. Customer model. And let's conclude + +530 +00:31:37,610 --> 00:31:40,490 +this class. Here it is consistent with market + +531 +00:31:40,490 --> 00:31:44,530 +driving strategy. This is advantage. Salesperson + +532 +00:31:44,530 --> 00:31:47,470 +become customer experts. They know what the + +533 +00:31:47,470 --> 00:31:49,070 +customer like and they know what the customer + +534 +00:31:49,070 --> 00:31:51,990 +dislike. Even they know how the customers are + +535 +00:31:51,990 --> 00:31:55,850 +taking their decisions of sales. Third, customer + +536 +00:31:55,850 --> 00:31:58,430 +segments receive appropriate resources. All these + +537 +00:31:58,430 --> 00:32:00,610 +are advantages. Fourth, customer specialist. + +538 +00:32:01,390 --> 00:32:05,500 +Salesperson. Disadvantages, number one may + +539 +00:32:05,500 --> 00:32:09,640 +conflict with marketing organization or product + +540 +00:32:09,640 --> 00:32:13,060 +expertise may be lacking or finally more expensive + +541 +00:32:13,060 --> 00:32:16,820 +or even it is more expensive than model number two + +542 +00:32:16,820 --> 00:32:20,680 +which is product specialists. Any question or + +543 +00:32:20,680 --> 00:32:27,110 +comments about today's class? Any question? Next + +544 +00:32:27,110 --> 00:32:28,610 +time we are going to begin with a functional + +545 +00:32:28,610 --> 00:32:31,930 +specialist and we'll go on through this chapter. + +546 +00:32:32,130 --> 00:32:32,550 +Thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..5c12236ad31bff6b389d9baa3bb4347349009ee8 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.srt @@ -0,0 +1,2184 @@ +1 +00:00:20,940 --> 00:00:25,360 +Okay listen, good morning. Today we will start by + +2 +00:00:25,360 --> 00:00:30,160 +an announcement. On December 1st, every group must + +3 +00:00:30,160 --> 00:00:34,980 +submit its final project. December 1st is the + +4 +00:00:34,980 --> 00:00:38,320 +deadline for finalizing and submission of the + +5 +00:00:38,320 --> 00:00:41,360 +project which I explained, I asked you what to do + +6 +00:00:41,360 --> 00:00:44,040 +at the very beginning of the semester. Why? + +7 +00:00:44,300 --> 00:00:47,280 +Because as you know, the last day of the classes + +8 +00:00:47,280 --> 00:00:50,980 +is going to be December 15th. Therefore, every + +9 +00:00:50,980 --> 00:00:54,380 +group must finalize its own project. When I say a + +10 +00:00:54,380 --> 00:00:58,040 +deadline, it's a deadline. On December 2nd, if you + +11 +00:00:58,040 --> 00:00:59,800 +are going to deliver your project, I will never + +12 +00:00:59,800 --> 00:01:04,300 +take it. Is this clear? This is one thing. Another + +13 +00:01:04,300 --> 00:01:06,820 +thing, today we are going to begin with a new + +14 +00:01:06,820 --> 00:01:09,660 +chapter, chapter number six. We are going to + +15 +00:01:09,660 --> 00:01:13,160 +fasten our explanations and discussions for the + +16 +00:01:13,160 --> 00:01:16,380 +bonds. Why? Simply because we are very late. What + +17 +00:01:16,380 --> 00:01:19,600 +is left is only four weeks and we have to cover + +18 +00:01:19,600 --> 00:01:25,340 +extra three chapters. Okay, let's begin. The title + +19 +00:01:25,340 --> 00:01:27,780 +of chapter number six, we are going to talk about + +20 +00:01:27,780 --> 00:01:31,170 +something called Salesforce organization. Let's + +21 +00:01:31,170 --> 00:01:33,650 +divide them. Whenever we are going to talk about + +22 +00:01:33,650 --> 00:01:38,710 +sales force, we are referring to sales teams. In + +23 +00:01:38,710 --> 00:01:41,290 +other words, we will talk about how the staff + +24 +00:01:41,290 --> 00:01:44,570 +members who are working in sales, how we are going + +25 +00:01:44,570 --> 00:01:48,350 +to organize them. So if we are going to talk about + +26 +00:01:48,350 --> 00:01:50,650 +their organization, this means we are going to + +27 +00:01:50,650 --> 00:01:54,450 +talk about organizational structures. From now, + +28 +00:01:55,130 --> 00:01:57,530 +the issue of the organizational structures of the + +29 +00:01:57,530 --> 00:02:00,680 +sales team is very important. which is going to be + +30 +00:02:00,680 --> 00:02:05,520 +in the final. Okay? Let's go on. So what are the + +31 +00:02:05,520 --> 00:02:08,120 +objectives within this chapter? We will talk about + +32 +00:02:08,120 --> 00:02:11,980 +various ways to organize sales force, which means + +33 +00:02:11,980 --> 00:02:15,460 +organizational structures. Second, we will talk + +34 +00:02:15,460 --> 00:02:17,800 +about what a strategic accounts management program + +35 +00:02:17,800 --> 00:02:21,260 +means. Third, we will talk about reasons for the + +36 +00:02:21,260 --> 00:02:25,780 +growth of telemarketing. Fifth, we will talk about + +37 +00:02:25,780 --> 00:02:28,480 +why and when sales agents are utilized. Listen + +38 +00:02:28,480 --> 00:02:33,170 +here. If we are going to use the word agents, this + +39 +00:02:33,170 --> 00:02:39,850 +means we are going to cancel the role of sales + +40 +00:02:39,850 --> 00:02:40,330 +teams. + +41 +00:02:43,350 --> 00:02:45,630 +And somebody is going to say, why some of the + +42 +00:02:45,630 --> 00:02:49,910 +agencies are going to abolish, cancel the sales + +43 +00:02:49,910 --> 00:02:52,390 +team? Because they will see this is going to be + +44 +00:02:52,390 --> 00:02:56,850 +more feasible and achievable. By this way, the + +45 +00:02:56,850 --> 00:03:02,150 +sales agency will save too much money, too much + +46 +00:03:02,150 --> 00:03:06,270 +financial resources which are consumed by the + +47 +00:03:06,270 --> 00:03:09,710 +working sales staff members and they will + +48 +00:03:09,710 --> 00:03:13,730 +substitute them by agents. So we will talk in this + +49 +00:03:13,730 --> 00:03:17,510 +chapter when and how we can hire agents instead of + +50 +00:03:17,510 --> 00:03:22,710 +hiring working sales staff members. Also, we will + +51 +00:03:22,710 --> 00:03:25,450 +talk about evolving trends in sales force + +52 +00:03:25,450 --> 00:03:28,050 +organization. All these are the topics of chapter + +53 +00:03:28,050 --> 00:03:30,990 +number 6. This is the outline. We are not going to + +54 +00:03:30,990 --> 00:03:35,850 +repeat what we said before. Now listen, as we + +55 +00:03:35,850 --> 00:03:37,730 +said, if we are going to talk about organization + +56 +00:03:37,730 --> 00:03:40,270 +of sales force, this means we are going to talk + +57 +00:03:40,270 --> 00:03:43,530 +about organizational structures. Somebody is going + +58 +00:03:43,530 --> 00:03:45,570 +to wonder, who is going to be responsible for the + +59 +00:03:45,570 --> 00:03:49,600 +organizational structure? This group. The people + +60 +00:03:49,600 --> 00:03:52,080 +who are responsible for sales management, what is + +61 +00:03:52,080 --> 00:03:55,100 +their role? So their role is to recruit and to + +62 +00:03:55,100 --> 00:03:58,360 +select the best candidates. Their role is to train + +63 +00:03:58,360 --> 00:04:01,380 +and educate. Their role is to evaluate the + +64 +00:04:01,380 --> 00:04:04,240 +performance of the sales staff. Or their role is + +65 +00:04:04,240 --> 00:04:07,380 +to identify the level of compensation, which kind, + +66 +00:04:07,480 --> 00:04:10,980 +which category. So we will talk about all these + +67 +00:04:10,980 --> 00:04:15,830 +things. Let's start. Now, specifically, we are + +68 +00:04:15,830 --> 00:04:18,550 +going to talk about various topics. Topic number + +69 +00:04:18,550 --> 00:04:21,290 +one, Salesforce Generalist. The Salesforce + +70 +00:04:21,290 --> 00:04:23,130 +Generalist, it is one of the organizational + +71 +00:04:23,130 --> 00:04:26,490 +structure buttons. Are we talking about one + +72 +00:04:26,490 --> 00:04:29,170 +button, one model? No, we are talking about other + +73 +00:04:29,170 --> 00:04:32,770 +models. These three models, they are embedded + +74 +00:04:32,770 --> 00:04:35,170 +within a title which is called Salesforce + +75 +00:04:35,170 --> 00:04:38,010 +Specializations. We will talk about it after a + +76 +00:04:38,010 --> 00:04:40,640 +while. Also, we will talk about strategic account + +77 +00:04:40,640 --> 00:04:43,320 +management, telemarketing, and we will conclude by + +78 +00:04:43,320 --> 00:04:47,200 +emerging issues. So these are the topics which we + +79 +00:04:47,200 --> 00:04:50,360 +will cover and review and discuss in this chapter. + +80 +00:04:50,820 --> 00:04:56,680 +Let's start. Generalist vs Specialist Structures + +81 +00:05:00,180 --> 00:05:03,580 +Before 1950, if you are going to talk about + +82 +00:05:03,580 --> 00:05:06,340 +industrial revolution all over the world, the + +83 +00:05:06,340 --> 00:05:08,940 +situation before 1950 was simple. It wasn't + +84 +00:05:08,940 --> 00:05:12,720 +complicated like it is now. In other words, if you + +85 +00:05:12,720 --> 00:05:15,540 +are going to invade or visit any company or any + +86 +00:05:15,540 --> 00:05:18,500 +producer, and we are going to evaluate and look at + +87 +00:05:18,500 --> 00:05:21,540 +his or her goods and products which they are + +88 +00:05:21,540 --> 00:05:24,440 +manufacturing, their characteristics were very + +89 +00:05:24,440 --> 00:05:28,240 +simple. It wasn't complicated. In other words, any + +90 +00:05:28,240 --> 00:05:31,980 +salesperson can deal with these products and he or + +91 +00:05:31,980 --> 00:05:37,790 +she can sell them easily. Why? Once again, the + +92 +00:05:37,790 --> 00:05:40,130 +characteristics of the complication and the + +93 +00:05:40,130 --> 00:05:43,190 +complexity was not available in these goods and + +94 +00:05:43,190 --> 00:05:48,130 +products. But later on and after 1950, life + +95 +00:05:48,130 --> 00:05:51,390 +changed, technology changed, the characteristics + +96 +00:05:51,390 --> 00:05:53,610 +of the industrial revolution got more complicated, + +97 +00:05:54,270 --> 00:05:56,850 +and we began talking about very specific + +98 +00:05:56,850 --> 00:06:00,250 +complicated products and services. These products + +99 +00:06:00,250 --> 00:06:04,590 +and services, not an ordinary salesperson can sell + +100 +00:06:04,590 --> 00:06:09,410 +them out. So we are going to search for people who + +101 +00:06:09,410 --> 00:06:12,330 +are specialized and people who are experts. When + +102 +00:06:12,330 --> 00:06:14,250 +we are saying specialized and experts, we are + +103 +00:06:14,250 --> 00:06:16,790 +referring to a person who are having training, + +104 +00:06:17,670 --> 00:06:19,770 +expertise and technical knowledge. + +105 +00:06:23,490 --> 00:06:27,150 +So let's begin with the first thing which is the + +106 +00:06:27,150 --> 00:06:32,760 +journalist. Generalist comes from general. In + +107 +00:06:32,760 --> 00:06:35,080 +general, companies attempt to develop sales force + +108 +00:06:35,080 --> 00:06:37,840 +organization that is adaptable, efficient and + +109 +00:06:37,840 --> 00:06:41,560 +effective. Let's take them one by one. When we are + +110 +00:06:41,560 --> 00:06:44,360 +talking about our sales agency must be adaptable, + +111 +00:06:44,840 --> 00:06:48,880 +it means her or adaptive, it means her, we must + +112 +00:06:48,880 --> 00:06:51,580 +change or we must adapt with any change that might + +113 +00:06:51,580 --> 00:06:55,920 +happen within the market. In other words, if you + +114 +00:06:55,920 --> 00:06:57,840 +are going to be a manager of a sales department, + +115 +00:06:58,680 --> 00:07:01,020 +or something is going to happen in the hierarchy + +116 +00:07:01,020 --> 00:07:04,900 +of the market where you are selling, your team + +117 +00:07:04,900 --> 00:07:09,640 +must be able to adapt with this change easily. If + +118 +00:07:09,640 --> 00:07:12,020 +your team or organizational structure cannot + +119 +00:07:12,020 --> 00:07:16,220 +adapt, absorb this change, this means we have to + +120 +00:07:16,220 --> 00:07:18,860 +create and impose a new organizational structure. + +121 +00:07:19,660 --> 00:07:21,860 +If you are going to impose a new organizational + +122 +00:07:21,860 --> 00:07:26,000 +structure to face this change, it means your + +123 +00:07:26,000 --> 00:07:28,360 +previous organizational structure was not + +124 +00:07:28,360 --> 00:07:32,620 +adaptive. This is the meaning of what? Being + +125 +00:07:32,620 --> 00:07:35,580 +adaptive. Adaptive means to adapt to any + +126 +00:07:35,580 --> 00:07:38,940 +circumstances or changes that might happen within + +127 +00:07:38,940 --> 00:07:42,260 +the market. While we are talking about frequent + +128 +00:07:42,260 --> 00:07:44,600 +circumstances and changes, the answer is yes. + +129 +00:07:45,610 --> 00:07:49,170 +Second, when we are saying our sales staff member + +130 +00:07:49,170 --> 00:07:53,050 +they must be efficient. In other words, they + +131 +00:07:53,050 --> 00:07:56,070 +reflect the rate at which key sales activities + +132 +00:07:56,070 --> 00:07:58,930 +such as calls, demonstrations and proposals are + +133 +00:07:58,930 --> 00:08:02,390 +performed. In other words, efficiency as we + +134 +00:08:02,390 --> 00:08:05,130 +defined it before the mid-term. What did we say? + +135 +00:08:05,630 --> 00:08:08,730 +We are talking about the use of a less amount of + +136 +00:08:08,730 --> 00:08:13,170 +cost, time and efforts to produce a maximum amount + +137 +00:08:13,170 --> 00:08:17,810 +of outcomes. So the same hair. If you are able to + +138 +00:08:17,810 --> 00:08:21,190 +do that, this means your sales team is efficient. + +139 +00:08:21,850 --> 00:08:24,690 +If not, this means our sales team is not + +140 +00:08:24,690 --> 00:08:27,530 +efficient. The third thing which is effectiveness. + +141 +00:08:27,750 --> 00:08:31,090 +It means a buyer's favorable reaction to the sales + +142 +00:08:31,090 --> 00:08:36,610 +effort. In effectiveness, We will evaluate what we + +143 +00:08:36,610 --> 00:08:40,610 +did in this stage and in that stage. So we are + +144 +00:08:40,610 --> 00:08:43,470 +going to answer one simple question. What was the + +145 +00:08:43,470 --> 00:08:45,770 +margin of our profitability which we achieved + +146 +00:08:45,770 --> 00:08:50,630 +beyond the sales process? If it is big or bigger + +147 +00:08:50,630 --> 00:08:55,150 +than we expected, this means we hit our goal. And + +148 +00:08:55,150 --> 00:08:57,650 +if you hit your goal, this means you are + +149 +00:08:57,650 --> 00:09:01,910 +effective. And this is reminding us with what we + +150 +00:09:01,910 --> 00:09:04,150 +define or how we define effectiveness. What did we + +151 +00:09:04,150 --> 00:09:09,020 +say? Effectiveness means the ability to accomplish + +152 +00:09:09,020 --> 00:09:12,440 +our set goals or objectives. Any questions or + +153 +00:09:12,440 --> 00:09:16,380 +comments? Go on. Fundamental structures for + +154 +00:09:16,380 --> 00:09:19,400 +organization sales force are four. This is very + +155 +00:09:19,400 --> 00:09:23,000 +essential, very crucial. We will talk about the + +156 +00:09:23,000 --> 00:09:28,340 +generalist. Listen, this model was very popular + +157 +00:09:28,340 --> 00:09:33,640 +and applicable before 1950. After 1950, sales + +158 +00:09:33,640 --> 00:09:36,400 +companies began to say life is changing and + +159 +00:09:36,400 --> 00:09:39,660 +products are changing. And commerce and sales + +160 +00:09:39,660 --> 00:09:42,820 +science is changing as well. So they began + +161 +00:09:42,820 --> 00:09:46,040 +innovating three kinds of models by which we are + +162 +00:09:46,040 --> 00:09:48,540 +going to organize our staff members. So we'll talk + +163 +00:09:48,540 --> 00:09:51,500 +about product specialization, third customer + +164 +00:09:51,500 --> 00:09:53,900 +specialization, and the final one, the functional + +165 +00:09:53,900 --> 00:09:57,760 +specialized model. All these things, they are + +166 +00:09:57,760 --> 00:10:02,700 +models for organizational structures for sales + +167 +00:10:02,700 --> 00:10:06,970 +staff members. Let's start. Let's begin with the + +168 +00:10:06,970 --> 00:10:13,470 +first one. The generalist structure, this model is + +169 +00:10:13,470 --> 00:10:16,710 +considered to be the most feasible and comfortable + +170 +00:10:16,710 --> 00:10:20,410 +and convenient model according to which we can + +171 +00:10:20,410 --> 00:10:24,290 +organize our sales staff members or sales force. + +172 +00:10:25,390 --> 00:10:28,590 +Somebody is going to wonder, this model is + +173 +00:10:28,590 --> 00:10:31,630 +determined by what? It is determined by one word + +174 +00:10:31,630 --> 00:10:36,760 +which is geography. Geography. In other words, if + +175 +00:10:36,760 --> 00:10:41,000 +I am going to help Wala and Hanin and Alia and + +176 +00:10:41,000 --> 00:10:43,920 +Zakia and how you are going to hire this says + +177 +00:10:43,920 --> 00:10:46,620 +staff member, I am going to distribute them + +178 +00:10:46,620 --> 00:10:50,440 +according to geography. In other words, I might + +179 +00:10:50,440 --> 00:10:53,680 +ask Wala to cover the northern market of Gaza + +180 +00:10:53,680 --> 00:10:57,600 +Strip, Hanin to cover the Gaza market, Fatima to + +181 +00:10:57,600 --> 00:11:01,220 +cover the middle market, and Fatim to cover Rafah + +182 +00:11:01,220 --> 00:11:04,860 +market. So, the major element by which I'm going + +183 +00:11:04,860 --> 00:11:07,360 +to distribute the functions and tasks of the sales + +184 +00:11:07,360 --> 00:11:10,980 +team is determined by geography. Because of this, + +185 +00:11:11,120 --> 00:11:13,740 +what we are saying, we are saying it is referred + +186 +00:11:13,740 --> 00:11:17,700 +to as a geographical information organization in + +187 +00:11:17,700 --> 00:11:21,260 +which each salesperson sends the firm's entire + +188 +00:11:21,260 --> 00:11:25,200 +product, the whole product line, to all accounts + +189 +00:11:25,200 --> 00:11:27,460 +and prospects usually within a specific + +190 +00:11:27,460 --> 00:11:31,520 +geographical area or geographic area. Now, the + +191 +00:11:31,520 --> 00:11:33,880 +geographic areas have small sales and minimal + +192 +00:11:33,880 --> 00:11:37,720 +travel time. Salesperson spend high percentage of + +193 +00:11:37,720 --> 00:11:39,680 +their time face-to-face with customers. + +194 +00:11:42,940 --> 00:11:47,560 +In the generalist model, it is going to achieve + +195 +00:11:47,560 --> 00:11:52,400 +excellent results if this salesperson is going to + +196 +00:11:52,400 --> 00:11:55,060 +deal with people who are belonging to something + +197 +00:11:55,060 --> 00:11:58,000 +called homogeneous group of buyers or homogeneous + +198 +00:11:58,000 --> 00:12:01,580 +groups of customers. When we are saying + +199 +00:12:01,580 --> 00:12:03,700 +homogeneous, we are referring to the word similar. + +200 +00:12:04,660 --> 00:12:09,200 +Let's give example. The generalist model, first, + +201 +00:12:09,300 --> 00:12:13,940 +what did we say? It is going to achieve a best and + +202 +00:12:13,940 --> 00:12:16,840 +excellent result if it is going to refer to + +203 +00:12:16,840 --> 00:12:20,660 +something called consumed products. + +204 +00:12:22,720 --> 00:12:27,120 +Consumed products mainly the food item, the + +205 +00:12:27,120 --> 00:12:32,760 +beverage item, and the clothes. Listen here, + +206 +00:12:33,620 --> 00:12:37,500 +somebody is going to say why? Because these items + +207 +00:12:37,500 --> 00:12:41,680 +of products, they are homogeneous. Homogeneous for + +208 +00:12:41,680 --> 00:12:44,060 +what? For every person who are living on the face + +209 +00:12:44,060 --> 00:12:49,080 +of the earth. This is one thing. Later on, the + +210 +00:12:49,080 --> 00:12:51,640 +third person who is going to work according to the + +211 +00:12:51,640 --> 00:12:54,480 +generalist structure, he is going to understand + +212 +00:12:54,480 --> 00:12:58,260 +something called the culture. The culture of the + +213 +00:12:58,260 --> 00:13:03,990 +group. The culture of the customers. When we are + +214 +00:13:03,990 --> 00:13:07,990 +saying culture, we are saying habits, traditions, + +215 +00:13:08,310 --> 00:13:10,330 +what the people like, what the people do not like. + +216 +00:13:11,150 --> 00:13:15,750 +Stop here. Somebody is going to say culture is + +217 +00:13:15,750 --> 00:13:18,130 +affecting these things when we are talking about + +218 +00:13:18,130 --> 00:13:21,710 +sales. Yes. If we are going to send you to America + +219 +00:13:21,710 --> 00:13:24,130 +and we are going to ask you to eat some of the + +220 +00:13:24,130 --> 00:13:27,690 +American food, I am sure that more than 80% from + +221 +00:13:27,690 --> 00:13:29,730 +you, they will not like this American food. + +222 +00:13:30,650 --> 00:13:33,150 +Somebody is going to say why? Because this isn't + +223 +00:13:33,150 --> 00:13:36,110 +related to our culture. This isn't related to what + +224 +00:13:36,110 --> 00:13:40,090 +we used to eat and consume. This is a fact, it's a + +225 +00:13:40,090 --> 00:13:43,610 +fact. Did it happen with you too much? How do you + +226 +00:13:43,610 --> 00:13:46,250 +spend your life? Over there, I spend my life + +227 +00:13:46,250 --> 00:13:51,740 +cooking by my hand. Why? Their food isn't matching + +228 +00:13:51,740 --> 00:13:55,160 +with what or with my taste. It isn't matching with + +229 +00:13:55,160 --> 00:13:59,260 +our culture. Listen here. So the salesperson who + +230 +00:13:59,260 --> 00:14:02,360 +is going to work as a journalist, this person, he + +231 +00:14:02,360 --> 00:14:05,640 +is understanding everything regarding this. He is + +232 +00:14:05,640 --> 00:14:08,380 +understanding the culture of the group. He is + +233 +00:14:08,380 --> 00:14:12,460 +having a deep knowledge about what the people like + +234 +00:14:12,460 --> 00:14:16,980 +and about what the people do not like. do not + +235 +00:14:16,980 --> 00:14:22,180 +like. So this is a journalist what? Salesperson, a + +236 +00:14:22,180 --> 00:14:25,420 +salesperson who is working according to a + +237 +00:14:25,420 --> 00:14:28,580 +journalist structure. Listen, the journalist + +238 +00:14:28,580 --> 00:14:30,560 +structure whenever he is going to be responsible + +239 +00:14:30,560 --> 00:14:33,220 +or she is going to be responsible for a specific + +240 +00:14:33,220 --> 00:14:37,600 +market, this means they are going to know every + +241 +00:14:37,600 --> 00:14:40,920 +single customer what they like and they do not + +242 +00:14:40,920 --> 00:14:46,660 +like. Also, The salesperson here does not count on + +243 +00:14:46,660 --> 00:14:50,680 +one single customer. In other words, if this + +244 +00:14:50,680 --> 00:14:54,720 +single customer didn't consume or buy from us, we + +245 +00:14:54,720 --> 00:14:58,160 +do not care. Why? We are talking about a + +246 +00:14:58,160 --> 00:15:01,840 +homogeneous group of persons who are having big + +247 +00:15:01,840 --> 00:15:06,300 +homogeneous demands. Either he is going to buy or + +248 +00:15:06,300 --> 00:15:09,540 +not buy, we do not care. The growth and + +249 +00:15:09,540 --> 00:15:11,720 +profitability of our sales agency will not be + +250 +00:15:11,720 --> 00:15:17,580 +dependent at all on this specific + +251 +00:15:17,580 --> 00:15:21,840 +customer. So, in this method, the salesperson has + +252 +00:15:21,840 --> 00:15:25,400 +a big opportunity. To do what? To go on depth of + +253 +00:15:25,400 --> 00:15:28,680 +the local culture, economic and competitive + +254 +00:15:28,680 --> 00:15:31,940 +conditions. This salesperson knows everything + +255 +00:15:31,940 --> 00:15:37,250 +about these areas. So, but the disadvantages of + +256 +00:15:37,250 --> 00:15:39,730 +this journalist model is the following. Sales + +257 +00:15:39,730 --> 00:15:42,110 +persons focus on lines with which they are + +258 +00:15:42,110 --> 00:15:46,250 +comfortable, neglecting the lines that are newer, + +259 +00:15:46,790 --> 00:15:49,170 +more difficult to sell but possibly more + +260 +00:15:49,170 --> 00:15:52,080 +profitable. So in the example which we talked + +261 +00:15:52,080 --> 00:15:54,460 +about the distribution of Wala and Hanin and + +262 +00:15:54,460 --> 00:15:57,280 +Fatima. If you are going to ask Fatima please + +263 +00:15:57,280 --> 00:16:00,580 +Fatima we would like to switch you with Wala. So + +264 +00:16:00,580 --> 00:16:04,340 +Fatima is going to cover the northern market. Wala + +265 +00:16:04,340 --> 00:16:07,240 +is going to go to Rafah market for example. The + +266 +00:16:07,240 --> 00:16:09,040 +two persons they are going to be bothered and + +267 +00:16:09,040 --> 00:16:13,000 +annoyed. Why? They will feel they are going to go + +268 +00:16:13,000 --> 00:16:16,500 +to a new geography, new market. This new geography + +269 +00:16:16,500 --> 00:16:21,210 +might cause them more effort, more time to + +270 +00:16:21,210 --> 00:16:23,730 +understand all the customers whom they are going + +271 +00:16:23,730 --> 00:16:26,550 +to deal with. This is considered to be one of the + +272 +00:16:26,550 --> 00:16:31,490 +big disadvantages. Now, when so many products to + +273 +00:16:31,490 --> 00:16:33,870 +sell, it is difficult to have expertise needed to + +274 +00:16:33,870 --> 00:16:36,270 +develop a creative solution to customer problems. + +275 +00:16:36,410 --> 00:16:39,930 +Stop here. Another disadvantage for this model is + +276 +00:16:39,930 --> 00:16:44,810 +the following. If a Swedish lady or a Swedish man + +277 +00:16:44,810 --> 00:16:48,490 +came to you as a person who is working according + +278 +00:16:48,490 --> 00:16:50,910 +to the journalist model, and he would like for + +279 +00:16:50,910 --> 00:16:54,610 +example to buy some of the item of the food, to + +280 +00:16:54,610 --> 00:16:58,190 +prepare a lunch or a supper or whatever, is this + +281 +00:16:58,190 --> 00:17:00,710 +going to be a problem for a salesperson who is + +282 +00:17:00,710 --> 00:17:02,350 +working according to the journalist structure? + +283 +00:17:03,410 --> 00:17:09,480 +Yes, of course yes. Somebody is going to say, why? + +284 +00:17:10,040 --> 00:17:14,120 +The answer is, this person is Swedish, and if he + +285 +00:17:14,120 --> 00:17:16,620 +is Swedish, he doesn't belong to the homogeneous + +286 +00:17:16,620 --> 00:17:20,880 +group which I know. So we are going to have what? + +287 +00:17:21,000 --> 00:17:24,200 +A problem. Can I give him a solution? I cannot. + +288 +00:17:26,420 --> 00:17:30,510 +Are you following me? So, all the time remember, + +289 +00:17:30,970 --> 00:17:33,350 +the sales persons who are working according to the + +290 +00:17:33,350 --> 00:17:37,770 +general structure, they will do their best if they + +291 +00:17:37,770 --> 00:17:40,390 +are dealing with customers who are belonging to + +292 +00:17:40,390 --> 00:17:43,750 +the same homogeneous group of the customer. But if + +293 +00:17:43,750 --> 00:17:46,230 +one of them is approaching from outside this + +294 +00:17:46,230 --> 00:17:48,930 +group, we will encounter difficulty with him or + +295 +00:17:48,930 --> 00:17:55,360 +her. Clear? Clear? Gone. So salespersons may find + +296 +00:17:55,360 --> 00:18:00,060 +themselves at a competitive disadvantage if they + +297 +00:18:00,060 --> 00:18:03,260 +are asked to sell customers with problems and + +298 +00:18:03,260 --> 00:18:06,820 +deeds that are diverse and complex, diverse from + +299 +00:18:06,820 --> 00:18:11,120 +the homogeneous group. Then it's very difficult + +300 +00:18:11,120 --> 00:18:14,300 +for this salesperson to solve the problem for + +301 +00:18:14,300 --> 00:18:17,960 +them. Sales persons may spend too much time with + +302 +00:18:17,960 --> 00:18:20,520 +customers who are easy to sell. This is the thing + +303 +00:18:20,520 --> 00:18:23,460 +which we like as sales persons who are working + +304 +00:18:23,460 --> 00:18:26,780 +according to the generalist structure. We like to + +305 +00:18:26,780 --> 00:18:30,960 +work with persons who are easy to sell and are not + +306 +00:18:30,960 --> 00:18:33,320 +profitable or have an opportunity to grow. We do + +307 +00:18:33,320 --> 00:18:37,680 +not care. Remember, our profitability and growth + +308 +00:18:37,680 --> 00:18:42,080 +isn't founded on one customer because the majority + +309 +00:18:42,080 --> 00:18:46,400 +of the people are shared in these goods and needs. + +310 +00:18:47,680 --> 00:18:50,520 +So, many organizations have decided that they need + +311 +00:18:50,520 --> 00:18:54,020 +to specialize beyond simple geography. This + +312 +00:18:54,020 --> 00:18:57,420 +happened when? Especially after 1950. + +313 +00:19:00,420 --> 00:19:04,040 +So, let's sum up. To summarize, what are the + +314 +00:19:04,040 --> 00:19:07,460 +advantages of the generalist model and its + +315 +00:19:07,460 --> 00:19:10,340 +disadvantages? The advantages, best for + +316 +00:19:10,340 --> 00:19:14,320 +homogeneous group of buyers. Another advantage, in + +317 +00:19:14,320 --> 00:19:16,080 +-depth knowledge of the local culture, economic + +318 +00:19:16,080 --> 00:19:19,120 +and competitive condition, as we explained. The + +319 +00:19:19,120 --> 00:19:21,960 +disadvantages, number one, lack knowledge of the + +320 +00:19:21,960 --> 00:19:26,340 +product. Stop here. If you are going to ask Walaa + +321 +00:19:26,340 --> 00:19:30,120 +or Fatima, This product, what are its own + +322 +00:19:30,120 --> 00:19:33,560 +ingredients? This person or salesperson might not + +323 +00:19:33,560 --> 00:19:36,400 +know the answer unless he is going to read the + +324 +00:19:36,400 --> 00:19:39,520 +ingredients on the packet of the product. Why? + +325 +00:19:40,300 --> 00:19:43,340 +Look at here. The generalist structure, we are + +326 +00:19:43,340 --> 00:19:47,000 +talking about expansion horizontally. We know this + +327 +00:19:47,000 --> 00:19:48,940 +product and this product and this product and this + +328 +00:19:48,940 --> 00:19:51,560 +product and this product and so on. Horizontal + +329 +00:19:51,560 --> 00:19:54,920 +knowledge. The horizontal knowledge is going to + +330 +00:19:54,920 --> 00:20:00,030 +know what? Our vertical knowledge. Somebody is + +331 +00:20:00,030 --> 00:20:00,990 +going to say, what's the meaning of vertical + +332 +00:20:00,990 --> 00:20:04,770 +knowledge? This one. Everything about this + +333 +00:20:04,770 --> 00:20:08,290 +product, can we know that? We cannot. Why? Because + +334 +00:20:08,290 --> 00:20:11,130 +this is a natural thing in the mind of human + +335 +00:20:11,130 --> 00:20:14,610 +beings. So the expansion or the horizontal + +336 +00:20:14,610 --> 00:20:17,070 +expansion of the knowledge is going to be on the + +337 +00:20:17,070 --> 00:20:20,010 +account of a specialized vertical knowledge about + +338 +00:20:20,010 --> 00:20:24,560 +a product or a thing. Clear? So in this case, + +339 +00:20:24,900 --> 00:20:27,700 +Fatima or Wala might say, give me a minute and he + +340 +00:20:27,700 --> 00:20:29,720 +will begin or she will begin reading the + +341 +00:20:29,720 --> 00:20:32,120 +ingredients and trying to figure out where this + +342 +00:20:32,120 --> 00:20:35,580 +product was manufactured and so on. They do not + +343 +00:20:35,580 --> 00:20:39,400 +have deep technical knowledge about 1X product. + +344 +00:20:39,980 --> 00:20:42,880 +Why? Because their ideologies and mentalities, + +345 +00:20:43,120 --> 00:20:46,460 +they are founded on horizontal knowledge of a big + +346 +00:20:46,460 --> 00:20:52,200 +group of products. Clear? A second disadvantage, + +347 +00:20:52,360 --> 00:20:54,180 +inability to create solutions for the customer + +348 +00:20:54,180 --> 00:20:57,520 +problems. As we said, if a person doesn't belong + +349 +00:20:57,520 --> 00:21:00,520 +to the homogeneous group, we cannot solve the + +350 +00:21:00,520 --> 00:21:03,500 +problem for him or her. And a third disadvantage, + +351 +00:21:03,620 --> 00:21:06,500 +focus on easy to sell customers. This is the thing + +352 +00:21:06,500 --> 00:21:10,600 +which we like. But we are not ready to work with + +353 +00:21:10,600 --> 00:21:14,220 +any troublemaker buyers or any troublemaker + +354 +00:21:14,220 --> 00:21:19,310 +consumers. Clear? Any question about generalist + +355 +00:21:19,310 --> 00:21:23,450 +model? This is very important and this is an + +356 +00:21:23,450 --> 00:21:27,710 +example. Example of what? Example of an + +357 +00:21:27,710 --> 00:21:30,270 +organizational structure about how we can organize + +358 +00:21:30,270 --> 00:21:33,410 +our sales team according to the generalist model. + +359 +00:21:34,150 --> 00:21:37,190 +If you are going to look at the boxes, you are + +360 +00:21:37,190 --> 00:21:39,570 +going to find that the major backbone by which we + +361 +00:21:39,570 --> 00:21:41,650 +distribute our sales staff member is geography. + +362 +00:21:42,360 --> 00:21:45,640 +Let's begin. This is the manager. Look at here, we + +363 +00:21:45,640 --> 00:21:47,520 +have a central region. Look at here, we have the + +364 +00:21:47,520 --> 00:21:49,380 +eastern region. Look at here, we have the western. + +365 +00:21:50,060 --> 00:21:52,840 +The region or the central region, we subdivided + +366 +00:21:52,840 --> 00:21:55,840 +it. So we talked about the northeast. In the + +367 +00:21:55,840 --> 00:21:57,880 +northeast, we subdivided it. We began talking + +368 +00:21:57,880 --> 00:22:00,960 +about names of locations. Connecticut, New York, + +369 +00:22:01,160 --> 00:22:04,760 +Vermont and so on. So these are names of the + +370 +00:22:04,760 --> 00:22:07,780 +market. and how we distributed our team member + +371 +00:22:07,780 --> 00:22:10,860 +according to the geographical market which we are + +372 +00:22:10,860 --> 00:22:16,380 +targeting as a sales agency. Clear? So geography + +373 +00:22:16,380 --> 00:22:20,240 +is the base. Where? In the journalist model. By + +374 +00:22:20,240 --> 00:22:23,800 +this we killed the journalist model. Now let's go + +375 +00:22:23,800 --> 00:22:27,790 +and kill the second one which is product. In the + +376 +00:22:27,790 --> 00:22:30,810 +product, its base specialization is most + +377 +00:22:30,810 --> 00:22:34,590 +appropriate when a firm has a large, diverse, and + +378 +00:22:34,590 --> 00:22:38,710 +complex line of products. In other words, our + +379 +00:22:38,710 --> 00:22:42,470 +product is manufacturing a diversified set of + +380 +00:22:42,470 --> 00:22:46,170 +products, not only one product. So each + +381 +00:22:46,170 --> 00:22:49,790 +salesperson specializes by selling only a few of + +382 +00:22:49,790 --> 00:22:53,090 +the products in the organization's total product + +383 +00:22:53,090 --> 00:22:56,500 +portfolio. And reports to a management structure + +384 +00:22:56,500 --> 00:22:59,860 +that is also focused on the same limited number of + +385 +00:22:59,860 --> 00:23:03,600 +product lines. Somebody is going to say it isn't + +386 +00:23:03,600 --> 00:23:06,140 +clear. We will make it clearer. But be patient. + +387 +00:23:07,020 --> 00:23:09,220 +Coordination occurs at the highest level in this + +388 +00:23:09,220 --> 00:23:13,520 +organization. Now look at him. Imagine I am going + +389 +00:23:13,520 --> 00:23:17,780 +to have a firm. With this firm, it is an IT firm. + +390 +00:23:17,980 --> 00:23:21,320 +In other words, we are able to produce more than + +391 +00:23:21,320 --> 00:23:24,880 +one kind, one nature of a product. Sometimes I'm + +392 +00:23:24,880 --> 00:23:29,060 +going to print printer, server, micro computers, + +393 +00:23:29,800 --> 00:23:32,920 +programmable calculators, copiers. Copiers means, + +394 +00:23:33,680 --> 00:23:37,980 +and the final one, large computers. So how many + +395 +00:23:37,980 --> 00:23:39,700 +kinds of products we are talking about here? + +396 +00:23:39,880 --> 00:23:44,580 +Almost six. Now if you are going to ask one person + +397 +00:23:44,580 --> 00:23:47,360 +to have a deep technical knowledge about all the + +398 +00:23:47,360 --> 00:23:49,880 +products, do you think this person will master + +399 +00:23:49,880 --> 00:23:54,120 +this knowledge? It's very difficult. Why? We are + +400 +00:23:54,120 --> 00:23:57,180 +talking about complicated products which require + +401 +00:23:57,180 --> 00:24:00,540 +different technical knowledge. So what should we + +402 +00:24:00,540 --> 00:24:03,320 +do? We should distribute our sales staff members + +403 +00:24:03,320 --> 00:24:07,060 +according to the product. So one person is going + +404 +00:24:07,060 --> 00:24:09,980 +to be specialized in a printer. Later on, if any + +405 +00:24:09,980 --> 00:24:11,860 +customer is going to ask him any question related + +406 +00:24:11,860 --> 00:24:15,380 +to printer, he or she will be able to answer and + +407 +00:24:15,380 --> 00:24:18,660 +solve the problem. The same thing with these + +408 +00:24:18,660 --> 00:24:21,620 +things. Exactly. We are talking about the vertical + +409 +00:24:21,620 --> 00:24:25,420 +knowledge rather than the horizontal one. Clear? + +410 +00:24:25,700 --> 00:24:29,820 +Any questions and comments? Now go on. So let's + +411 +00:24:29,820 --> 00:24:32,220 +sum up. What are the advantages of this product + +412 +00:24:32,220 --> 00:24:35,480 +specialization model? Advantage number one, it + +413 +00:24:35,480 --> 00:24:40,440 +allows focusing on sales effort. In other words, + +414 +00:24:40,580 --> 00:24:42,820 +when we are saying sales efforts, we are going to + +415 +00:24:42,820 --> 00:24:44,600 +look at the product itself and we are going to + +416 +00:24:44,600 --> 00:24:47,500 +calculate how much of the sales volume was + +417 +00:24:47,500 --> 00:24:50,040 +achieved regarding the sales of this product. If + +418 +00:24:50,040 --> 00:24:52,320 +it is excellent, this means it is an expression + +419 +00:24:52,320 --> 00:24:55,120 +for the sales person who is responsible for + +420 +00:24:55,120 --> 00:24:59,400 +selling this product. Second, expertise developed + +421 +00:24:59,400 --> 00:25:02,440 +in limited number of products. Limited, why? + +422 +00:25:02,560 --> 00:25:05,180 +Because as Farah said, we are talking about + +423 +00:25:05,180 --> 00:25:09,410 +vertical knowledge. Disadvantages, we are talking + +424 +00:25:09,410 --> 00:25:11,930 +about more expensive to operate. Listen here. + +425 +00:25:16,390 --> 00:25:21,550 +Having the + +426 +00:25:21,550 --> 00:25:22,470 +same technical knowledge. + +427 +00:25:27,010 --> 00:25:31,090 +Excellent. So, Fatima is working according to this + +428 +00:25:31,090 --> 00:25:33,390 +product specialization model and she decided to + +429 +00:25:33,390 --> 00:25:36,690 +quit. She decided to resign. What is going to + +430 +00:25:36,690 --> 00:25:40,190 +happen? The management will try to convince her to + +431 +00:25:40,190 --> 00:25:45,110 +stay. Why? Because we need her too much. If she + +432 +00:25:45,110 --> 00:25:47,890 +insisted, then what we are going to do? We are + +433 +00:25:47,890 --> 00:25:50,830 +going to replace her. The replacement is + +434 +00:25:50,830 --> 00:25:54,450 +expensive. The new person is going to require + +435 +00:25:54,450 --> 00:25:56,810 +training and knowledge and education and + +436 +00:25:56,810 --> 00:26:01,600 +orientation. Imagine this person is perfect, in + +437 +00:26:01,600 --> 00:26:04,760 +other words, the new person is having the + +438 +00:26:04,760 --> 00:26:08,640 +technical knowledge about this product. In this + +439 +00:26:08,640 --> 00:26:11,300 +scenario, the company or the management might tell + +440 +00:26:11,300 --> 00:26:13,540 +him or her, we are going to offer you for example + +441 +00:26:13,540 --> 00:26:16,820 +1000 US dollars as a salary. This person might + +442 +00:26:16,820 --> 00:26:19,640 +say, Wallah it isn't enough for me. What do you + +443 +00:26:19,640 --> 00:26:21,060 +want? I want 1500. + +444 +00:26:23,770 --> 00:26:26,970 +Therefore, do you think the management is going to + +445 +00:26:26,970 --> 00:26:30,510 +refuse his demand? We do not think so. Why? + +446 +00:26:31,270 --> 00:26:34,630 +Because this person is occupying or is having a + +447 +00:26:34,630 --> 00:26:37,050 +technical knowledge. And we need this technical + +448 +00:26:37,050 --> 00:26:40,010 +knowledge. Because of this what we are saying. We + +449 +00:26:40,010 --> 00:26:44,830 +are saying it is expensive. Clear? Second, may + +450 +00:26:44,830 --> 00:26:46,870 +result in duplication of sales calls to clients. + +451 +00:26:46,970 --> 00:26:50,790 +This is very dangerous. Somebody is going to say, + +452 +00:26:50,870 --> 00:26:53,200 +what is the meaning of this? Look at her. Let's + +453 +00:26:53,200 --> 00:26:57,180 +return back to the example before. Imagine Fatima + +454 +00:26:57,180 --> 00:26:59,720 +is working as a specialized salesperson for a + +455 +00:26:59,720 --> 00:27:02,240 +printer. Hanin is working as a specialized + +456 +00:27:02,240 --> 00:27:07,040 +salesperson for a server. I am a customer. Hanin + +457 +00:27:07,040 --> 00:27:09,720 +might call me talking about an offer of server. + +458 +00:27:10,840 --> 00:27:14,460 +Wallahi, after less than an hour, Fatima will call + +459 +00:27:14,460 --> 00:27:17,620 +the same customer. She will call me talking about + +460 +00:27:17,620 --> 00:27:20,640 +a new offer of the printer. But remember, both of + +461 +00:27:20,640 --> 00:27:23,510 +them are working in the same company. What is the + +462 +00:27:23,510 --> 00:27:25,090 +impression which the customer is going to have + +463 +00:27:25,090 --> 00:27:29,810 +about them? Very bad. Why very bad? Because we + +464 +00:27:29,810 --> 00:27:32,790 +mentioned this last time, we should not be seen as + +465 +00:27:32,790 --> 00:27:37,030 +pushy. We should not be seen as intruder. Because + +466 +00:27:37,030 --> 00:27:39,970 +of this, we are saying this product specialized + +467 +00:27:39,970 --> 00:27:44,310 +model, it requires a huge effort of coordination + +468 +00:27:44,310 --> 00:27:47,610 +in order to avoid duplication and in order not to + +469 +00:27:47,610 --> 00:27:55,630 +confuse our own customers. Clear? Clear. Let's + +470 +00:27:55,630 --> 00:28:00,330 +conclude by the third one which is customer. Now + +471 +00:28:00,330 --> 00:28:03,170 +our priority is not the product but the customer + +472 +00:28:03,170 --> 00:28:06,750 +itself or himself or herself. Customer + +473 +00:28:06,750 --> 00:28:11,660 +specialization. referred also as a vertical + +474 +00:28:11,660 --> 00:28:15,340 +marketing rather than horizontal marketing, in + +475 +00:28:15,340 --> 00:28:18,680 +which each salesperson or sales team tells the + +476 +00:28:18,680 --> 00:28:21,020 +entire product line to selected types of buyers. + +477 +00:28:21,720 --> 00:28:25,360 +We underline the selected types of buyers because + +478 +00:28:25,360 --> 00:28:28,360 +the backbone of distributing our sales team member + +479 +00:28:28,360 --> 00:28:33,550 +is the type of the customer. Are we talking about + +480 +00:28:33,550 --> 00:28:36,010 +a VIP customer? Are we talking about an ordinary + +481 +00:28:36,010 --> 00:28:38,550 +customer? Are we talking about a rich customer? + +482 +00:28:39,110 --> 00:28:41,690 +Are we talking about a poor customer? Are we + +483 +00:28:41,690 --> 00:28:44,450 +talking about a manufacturer customer? Or are we + +484 +00:28:44,450 --> 00:28:48,200 +talking about a government customer? And let's + +485 +00:28:48,200 --> 00:28:50,940 +talk about this. So this type is used by companies + +486 +00:28:50,940 --> 00:28:54,600 +as companies try to become more market oriented. + +487 +00:28:55,120 --> 00:28:57,020 +So if you are going to make something called + +488 +00:28:57,020 --> 00:28:59,320 +market segmentation, the third model, which is + +489 +00:28:59,320 --> 00:29:02,640 +called customer specialization, is the best one to + +490 +00:29:02,640 --> 00:29:06,180 +implement this thing. Is the best one to implement + +491 +00:29:06,180 --> 00:29:10,700 +this market segmentation. Look at here. This is an + +492 +00:29:10,700 --> 00:29:13,950 +example of the organizational structure. which is + +493 +00:29:13,950 --> 00:29:16,370 +working or functioning according to customer + +494 +00:29:16,370 --> 00:29:20,710 +specialists. Listen, the customer here is a + +495 +00:29:20,710 --> 00:29:22,770 +customer who is responsible for management of + +496 +00:29:22,770 --> 00:29:26,470 +education and institutions. The customer here is a + +497 +00:29:26,470 --> 00:29:30,370 +retail customer. The customer here is a wholesale + +498 +00:29:30,370 --> 00:29:34,210 +customer. The customer here is a manufacturer. The + +499 +00:29:34,210 --> 00:29:36,850 +customer here is a government. The customer here + +500 +00:29:36,850 --> 00:29:41,670 +is a financial and banking organization. So we are + +501 +00:29:41,670 --> 00:29:44,610 +distributing our sales staff member according to + +502 +00:29:44,610 --> 00:29:49,370 +who is our customer. If you are going to hire a + +503 +00:29:49,370 --> 00:29:52,210 +sales person for the government, this means this + +504 +00:29:52,210 --> 00:29:55,730 +person knows all the people who are working within + +505 +00:29:55,730 --> 00:29:58,850 +the different ministries. Ministry of education, + +506 +00:29:59,050 --> 00:30:00,890 +ministry of supplies, ministry of transportation, + +507 +00:30:01,450 --> 00:30:04,130 +ministry of telecommunication and so on. So + +508 +00:30:04,130 --> 00:30:07,550 +anything which might happen if our customer is a + +509 +00:30:07,550 --> 00:30:10,090 +governmental one, then we are going to send this + +510 +00:30:10,090 --> 00:30:15,430 +customer. Should we send the same customer for the + +511 +00:30:15,430 --> 00:30:20,550 +wholesale consumer? Not necessarily. Why? Because + +512 +00:30:20,550 --> 00:30:23,650 +each salesperson has developed something called + +513 +00:30:23,650 --> 00:30:26,590 +social relationship. + +514 +00:30:29,750 --> 00:30:33,930 +This social relationship cannot be constructed in + +515 +00:30:33,930 --> 00:30:37,670 +24 hours. They are going to be developed and + +516 +00:30:37,670 --> 00:30:43,750 +constructed throughout years. So later on, even if + +517 +00:30:43,750 --> 00:30:47,090 +you are going to send, for example, Fatin as a + +518 +00:30:47,090 --> 00:30:51,570 +marketing officer enlisted of Walaa, who was our + +519 +00:30:51,570 --> 00:30:55,210 +salesperson, the person from the government will + +520 +00:30:55,210 --> 00:30:59,970 +tell Fatin where is Walaa and he isn't going to be + +521 +00:30:59,970 --> 00:31:07,720 +interested by her or in her. Why? Exactly. We are + +522 +00:31:07,720 --> 00:31:11,100 +trusting and we used to deal and cooperate with a + +523 +00:31:11,100 --> 00:31:15,760 +salesperson whose name is Walaa. Even a fattened + +524 +00:31:15,760 --> 00:31:19,020 +purpose for this company is marketing. Because of + +525 +00:31:19,020 --> 00:31:22,100 +this, sometimes this is going to what? To overcome + +526 +00:31:22,100 --> 00:31:24,720 +the efforts and the goals which might be achieved + +527 +00:31:24,720 --> 00:31:27,900 +by the marketing department within the same + +528 +00:31:27,900 --> 00:31:33,160 +organization. Clear? Yes. Okay, advantages and + +529 +00:31:33,160 --> 00:31:37,610 +disadvantages. Customer model. And let's conclude + +530 +00:31:37,610 --> 00:31:40,490 +this class. Here it is consistent with market + +531 +00:31:40,490 --> 00:31:44,530 +driving strategy. This is advantage. Salesperson + +532 +00:31:44,530 --> 00:31:47,470 +become customer experts. They know what the + +533 +00:31:47,470 --> 00:31:49,070 +customer like and they know what the customer + +534 +00:31:49,070 --> 00:31:51,990 +dislike. Even they know how the customers are + +535 +00:31:51,990 --> 00:31:55,850 +taking their decisions of sales. Third, customer + +536 +00:31:55,850 --> 00:31:58,430 +segments receive appropriate resources. All these + +537 +00:31:58,430 --> 00:32:00,610 +are advantages. Fourth, customer specialist. + +538 +00:32:01,390 --> 00:32:05,500 +Salesperson. Disadvantages, number one may + +539 +00:32:05,500 --> 00:32:09,640 +conflict with marketing organization or product + +540 +00:32:09,640 --> 00:32:13,060 +expertise may be lacking or finally more expensive + +541 +00:32:13,060 --> 00:32:16,820 +or even it is more expensive than model number two + +542 +00:32:16,820 --> 00:32:20,680 +which is product specialists. Any question or + +543 +00:32:20,680 --> 00:32:27,110 +comments about today's class? Any question? Next + +544 +00:32:27,110 --> 00:32:28,610 +time we are going to begin with a functional + +545 +00:32:28,610 --> 00:32:31,930 +specialist and we'll go on through this chapter. + +546 +00:32:32,130 --> 00:32:32,550 +Thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..17e539bc0d83b9b04db416863093c86a2e65d10c --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_postprocess.srt @@ -0,0 +1,1412 @@ +1 +00:00:21,060 --> 00:00:25,220 +Listen, today we will go on with the leadership + +2 +00:00:25,220 --> 00:00:33,420 +chapter. This is a conceptual map. For all the + +3 +00:00:33,420 --> 00:00:36,580 +things which we covered in the leadership. This + +4 +00:00:36,580 --> 00:00:38,720 +conceptual map, if you are going to examine it + +5 +00:00:38,720 --> 00:00:42,520 +closely, it is a summary. A summary for the things + +6 +00:00:42,520 --> 00:00:45,300 +which we finished and discussed last time. In + +7 +00:00:45,300 --> 00:00:48,380 +other words, if you are going to look, here we are + +8 +00:00:48,380 --> 00:00:51,680 +talking about dependent variety. This is the + +9 +00:00:51,680 --> 00:00:55,740 +dependent variable which is the salesperson's + +10 +00:00:55,740 --> 00:01:00,500 +behavior. So the salesperson's behavior is + +11 +00:01:00,500 --> 00:01:03,240 +something which is influenced or affected by other + +12 +00:01:03,240 --> 00:01:07,500 +independent variables. So all these are + +13 +00:01:07,500 --> 00:01:10,160 +independent variables. Did you study the research + +14 +00:01:10,160 --> 00:01:13,220 +method course? Research. Research, did you take + +15 +00:01:13,220 --> 00:01:15,880 +it? Yes. Did they explain to you what is dependent + +16 +00:01:15,880 --> 00:01:18,240 +and what is independent? Yes. Did you take it? + +17 +00:01:25,730 --> 00:01:30,830 +This is the dependent variable, which means it is + +18 +00:01:30,830 --> 00:01:31,330 +a result. + +19 +00:01:36,350 --> 00:01:42,490 +And these are independent variables, which means + +20 +00:01:42,490 --> 00:01:43,330 +they are the causes. + +21 +00:01:46,310 --> 00:01:49,230 +So these causes for sure they are going to + +22 +00:01:49,230 --> 00:01:51,690 +influence the result, for sure they are going to + +23 +00:01:51,690 --> 00:01:54,910 +influence the salesperson behavior. Somebody is + +24 +00:01:54,910 --> 00:01:56,730 +going to say this isn't clear enough, let's + +25 +00:01:56,730 --> 00:02:01,330 +clarify it more. Listen, imagine for example, we + +26 +00:02:01,330 --> 00:02:03,630 +are going to work under the command and + +27 +00:02:03,630 --> 00:02:06,850 +supervision of a sales manager. This sales manager + +28 +00:02:06,850 --> 00:02:09,770 +doesn't have the skill of empowerment. In other + +29 +00:02:09,770 --> 00:02:13,130 +words, he isn't encouraging us. So if one of the + +30 +00:02:13,130 --> 00:02:16,620 +salesperson did a tremendous and excellent + +31 +00:02:16,620 --> 00:02:22,940 +positive job. And after that he didn't even + +32 +00:02:22,940 --> 00:02:26,240 +mention the word thank you. He didn't provide us + +33 +00:02:26,240 --> 00:02:29,480 +with any reward. Is this going to leave an impact + +34 +00:02:29,480 --> 00:02:32,660 +on the behavior of the salesperson? Of course. And + +35 +00:02:32,660 --> 00:02:34,700 +this impact is going to be negative in this + +36 +00:02:34,700 --> 00:02:37,920 +scenario. Sometimes the impact is going to be + +37 +00:02:37,920 --> 00:02:40,670 +positive. So when we are talking about the + +38 +00:02:40,670 --> 00:02:42,850 +relationship between the independent variable and + +39 +00:02:42,850 --> 00:02:45,770 +the dependent variable, we are talking about + +40 +00:02:45,770 --> 00:02:49,030 +influence or change or impact either positively or + +41 +00:02:49,030 --> 00:02:52,670 +negatively. In other words, if you are going to + +42 +00:02:52,670 --> 00:02:56,190 +talk anything, something like goals, how the goals + +43 +00:02:56,190 --> 00:02:59,090 +can influence the sales behavior? Let's talk about + +44 +00:02:59,090 --> 00:03:02,490 +the positive scenario. If every member within the + +45 +00:03:02,490 --> 00:03:08,110 +sales team understands the goals which they would + +46 +00:03:08,110 --> 00:03:10,690 +like to achieve in the year or in the new year + +47 +00:03:10,690 --> 00:03:15,030 +2013, this means this understanding is going to be + +48 +00:03:15,030 --> 00:03:17,910 +replicated positively on the performance of the + +49 +00:03:17,910 --> 00:03:22,150 +salespeople. But if the goals are not clear, or if + +50 +00:03:22,150 --> 00:03:25,630 +the sales members were not consulted about the + +51 +00:03:25,630 --> 00:03:28,910 +goals of being achieved in the coming year, this + +52 +00:03:28,910 --> 00:03:32,170 +means the salesperson's behavior is going to be + +53 +00:03:32,170 --> 00:03:35,460 +like the blind driver. He doesn't know what he or + +54 +00:03:35,460 --> 00:03:38,800 +she should achieve in the coming year. So the + +55 +00:03:38,800 --> 00:03:42,900 +impact here is going to be negative. So this is a + +56 +00:03:42,900 --> 00:03:45,440 +summary for all the things which we talked about. + +57 +00:03:45,920 --> 00:03:48,800 +Remember, this is a behavior of a salesperson and + +58 +00:03:48,800 --> 00:03:51,520 +this behavior can be influenced, can be affected + +59 +00:03:51,520 --> 00:03:56,220 +by more than one factor. Any questions, any + +60 +00:03:56,220 --> 00:04:03,560 +comments? Move on. Okay, listen. Let's come now to + +61 +00:04:03,560 --> 00:04:06,660 +a scenario. I want you to read this scenario. Two + +62 +00:04:06,660 --> 00:04:10,100 +minutes. Here we are talking about one of the CES + +63 +00:04:10,100 --> 00:04:13,920 +staff member. His name is Jaws Gorilla. Listen, + +64 +00:04:14,720 --> 00:04:18,840 +the word gorilla in English it means street war. + +65 +00:04:20,040 --> 00:04:23,880 +Street war. Somebody is going to say, why we are + +66 +00:04:23,880 --> 00:04:26,080 +going to give the name for the assembly to be Jaws + +67 +00:04:26,080 --> 00:04:29,650 +Gorilla? Because it is a metaphor. a metaphor + +68 +00:04:29,650 --> 00:04:31,950 +expressing something read the scenario and later + +69 +00:04:31,950 --> 00:04:36,310 +on you will understand it gone street war two + +70 +00:04:36,310 --> 00:04:42,850 +minutes quickly + +71 +00:05:48,860 --> 00:05:52,680 +So what's going on here? There is a manager with + +72 +00:05:52,680 --> 00:05:54,800 +the power and authority that's needed to perform + +73 +00:05:54,800 --> 00:05:57,640 +the work and there is another leader. We can see + +74 +00:05:57,640 --> 00:06:01,080 +that he is a leader. He doesn't have power or + +75 +00:06:01,080 --> 00:06:04,960 +authority. His name is Joss and he can influence + +76 +00:06:04,960 --> 00:06:07,520 +other salespeople although he doesn't have + +77 +00:06:07,520 --> 00:06:10,200 +authority or power because he is a leader. This + +78 +00:06:10,200 --> 00:06:13,580 +may happen because the manager doesn't have the + +79 +00:06:13,580 --> 00:06:17,000 +leadership skills to influence others or doesn't + +80 +00:06:17,000 --> 00:06:19,460 +know how to influence others so that Joss takes + +81 +00:06:19,460 --> 00:06:22,400 +his place. Not each manager is a leader, but the + +82 +00:06:22,400 --> 00:06:26,960 +leader can be a manager. Good. Listen here. Here, + +83 +00:06:27,000 --> 00:06:29,160 +we are not talking about hypothetical situations. + +84 +00:06:31,020 --> 00:06:33,020 +Later on, after you are going to graduate, you are + +85 +00:06:33,020 --> 00:06:35,700 +going to find a real work, you will remember my + +86 +00:06:35,700 --> 00:06:39,740 +words. You will remember this scenario. This + +87 +00:06:39,740 --> 00:06:42,160 +scenario is saying, we are talking about formal + +88 +00:06:42,160 --> 00:06:44,000 +leader. The formal leader, it is coming from the + +89 +00:06:44,000 --> 00:06:44,540 +word manager. + +90 +00:06:47,650 --> 00:06:50,550 +The manager is supposed to be a formal leader. + +91 +00:06:52,030 --> 00:06:57,710 +What happened here is the following. You are the + +92 +00:06:57,710 --> 00:07:02,170 +manager. You are the formal leader. What happened + +93 +00:07:02,170 --> 00:07:06,130 +is one of the CIS staff member, his name is Jose. + +94 +00:07:07,590 --> 00:07:10,970 +He is a very active, excellent, smart CIS person. + +95 +00:07:12,530 --> 00:07:15,910 +Day by day, he began adopting a new role. The new + +96 +00:07:15,910 --> 00:07:22,540 +role is called informal leader. Even though his + +97 +00:07:22,540 --> 00:07:25,900 +position isn't a manager, his position is an + +98 +00:07:25,900 --> 00:07:32,520 +ordinary salesperson. Clear? Now, who is going to + +99 +00:07:32,520 --> 00:07:36,040 +be agitated or angry or outraged? The manager. + +100 +00:07:37,220 --> 00:07:41,060 +Because he or she will feel that another + +101 +00:07:41,060 --> 00:07:45,820 +undeserved salesperson is competing with them over + +102 +00:07:45,820 --> 00:07:50,090 +the position. This is the ordinary thinking. Is + +103 +00:07:50,090 --> 00:07:52,230 +this thinking or is this scenario applicable in + +104 +00:07:52,230 --> 00:07:54,770 +our Palestinian organizations? In every + +105 +00:07:54,770 --> 00:07:57,530 +organization, Palestinian, Gazan, domestic, + +106 +00:07:57,670 --> 00:08:00,130 +international. This scenario is going to be + +107 +00:08:00,130 --> 00:08:05,150 +available everywhere. Everywhere. In this + +108 +00:08:05,150 --> 00:08:08,370 +scenario, if you are going to be a formal leader + +109 +00:08:08,370 --> 00:08:10,650 +or a manager, of course you are not going to + +110 +00:08:10,650 --> 00:08:15,090 +accept this reality. How should you act? And later + +111 +00:08:15,090 --> 00:08:18,030 +on, if we would like to act, we should act + +112 +00:08:18,030 --> 00:08:22,310 +according to something called win-win situation. + +113 +00:08:23,890 --> 00:08:27,710 +When we are saying win-win situation, neither me + +114 +00:08:27,710 --> 00:08:32,690 +as a manager nor Jaws must lose anything or should + +115 +00:08:32,690 --> 00:08:38,970 +lose anything. In other words, Jaws and me, both + +116 +00:08:38,970 --> 00:08:42,300 +of us must be winners. must be able to resolve + +117 +00:08:42,300 --> 00:08:45,540 +this situation with happiness and satisfaction. + +118 +00:08:46,220 --> 00:08:49,240 +How you are going to make this? How you are going + +119 +00:08:49,240 --> 00:08:54,820 +to make this? Okay, but before we are going to + +120 +00:08:54,820 --> 00:08:57,500 +discuss the answer, remember this is a very + +121 +00:08:57,500 --> 00:09:00,440 +complicated situation where we cannot solve this + +122 +00:09:00,440 --> 00:09:03,980 +situation by one step or by one procedure. So we + +123 +00:09:03,980 --> 00:09:08,100 +should adopt a set of procedures, a set of steps. + +124 +00:09:08,840 --> 00:09:09,680 +Like what? + +125 +00:09:13,700 --> 00:09:16,560 +Discuss the skills and the requirements by which + +126 +00:09:16,560 --> 00:09:19,880 +he has the dethronement of the manager. Okay, + +127 +00:09:20,440 --> 00:09:25,480 +another one. Other steps. To ask the employees who + +128 +00:09:25,480 --> 00:09:30,040 +are different by jobs, how he affects them or how + +129 +00:09:30,040 --> 00:09:36,480 +he can impose some orders on the employees rather + +130 +00:09:36,480 --> 00:09:39,340 +than the formal management. Okay, here is the + +131 +00:09:39,340 --> 00:09:42,520 +solution. Read it quickly. Tell me what you think. + +132 +00:09:46,400 --> 00:09:50,460 +These are the steps by which we can use in order + +133 +00:09:50,460 --> 00:09:55,360 +to overcome and fix this scenario. Number one, get + +134 +00:09:55,360 --> 00:09:57,580 +the group together and remind them that you are + +135 +00:09:57,580 --> 00:10:02,580 +still the boss. When we are saying everyone, every + +136 +00:10:02,580 --> 00:10:07,800 +member within the team. Number two, take Jos aside + +137 +00:10:07,800 --> 00:10:12,920 +and tell him you appreciate the help in managing + +138 +00:10:12,920 --> 00:10:17,350 +the group. Tell Joe's that by pulling together, + +139 +00:10:17,530 --> 00:10:19,950 +you can make the situation work out right for + +140 +00:10:19,950 --> 00:10:25,910 +everyone. Third, let nature takes its course or + +141 +00:10:25,910 --> 00:10:29,750 +its course. In other words, sit back and let Joe's + +142 +00:10:29,750 --> 00:10:33,490 +make a big mistake. Because he's considered to be + +143 +00:10:33,490 --> 00:10:36,130 +the informal leader. If you are going to ask him + +144 +00:10:36,130 --> 00:10:39,650 +another task or a new task, he is going to be + +145 +00:10:39,650 --> 00:10:46,300 +willing to do it. You sit back, watch him. When he + +146 +00:10:46,300 --> 00:10:50,560 +committed a mistake, then you must appear. We're + +147 +00:10:50,560 --> 00:10:54,460 +trying to convince everyone within the group that + +148 +00:10:54,460 --> 00:11:00,340 +chose unfortunately, failed in filling or in doing + +149 +00:11:00,340 --> 00:11:05,380 +this specific task this time. Somebody is going to + +150 +00:11:05,380 --> 00:11:08,660 +say, is this an opportunist style? Yes, be + +151 +00:11:08,660 --> 00:11:13,660 +opportunist, but be ethical. Why we are going to + +152 +00:11:13,660 --> 00:11:16,500 +make this? We are making this step in order to + +153 +00:11:16,500 --> 00:11:20,440 +decrease the level of the trust between Jaws from + +154 +00:11:20,440 --> 00:11:23,280 +one side and the rest of the members of the team + +155 +00:11:23,280 --> 00:11:28,160 +from another side. Go on. Take him to get to know + +156 +00:11:28,160 --> 00:11:31,500 +Jaws. When you know his career objectives, you + +157 +00:11:31,500 --> 00:11:34,160 +will probably find that he is not after your job. + +158 +00:11:36,580 --> 00:11:41,040 +This means more than 90% of the formal managers + +159 +00:11:41,040 --> 00:11:42,920 +whenever they are going to encounter similar + +160 +00:11:42,920 --> 00:11:47,060 +situation, they have a false idea which is this + +161 +00:11:47,060 --> 00:11:50,120 +informal leader is trying to kick me out in order + +162 +00:11:50,120 --> 00:11:56,300 +to overcome my position. Well, this is false. Why + +163 +00:11:56,300 --> 00:11:59,380 +we are making this illusion? Because you are not + +164 +00:11:59,380 --> 00:12:02,200 +close enough to him or her. I mean to the informal + +165 +00:12:02,200 --> 00:12:06,620 +leader. Go on. Use JAWS to make your communication + +166 +00:12:06,620 --> 00:12:10,340 +between yourself and the group more efficient. In + +167 +00:12:10,340 --> 00:12:13,900 +other words, why we shouldn't use JAWS? + +168 +00:12:16,680 --> 00:12:21,860 +Make him or try to make him to be the spokesman on + +169 +00:12:21,860 --> 00:12:26,160 +behalf of you. Remember, he is a very excellent + +170 +00:12:26,160 --> 00:12:29,400 +person. He has more active and excellent + +171 +00:12:29,400 --> 00:12:32,560 +interpersonal communication skills than you. So + +172 +00:12:32,560 --> 00:12:36,060 +use them. If you are going to use them, you will + +173 +00:12:36,060 --> 00:12:39,660 +save your time, effort and energy. On the other + +174 +00:12:39,660 --> 00:12:41,960 +hand, you will please him, you will please Jaws. + +175 +00:12:42,880 --> 00:12:47,160 +Because Jaws will believe he is still maintaining + +176 +00:12:47,160 --> 00:12:52,580 +and keeping his image as informally. Is this one + +177 +00:12:52,580 --> 00:12:58,500 +-one situation? Yes. Exactly. Go on. Talk to each + +178 +00:12:58,500 --> 00:13:01,340 +member of the sales team separately. Let them know + +179 +00:13:01,340 --> 00:13:04,700 +that you know what is going on. And that is + +180 +00:13:04,700 --> 00:13:09,700 +Tentment in subordination. What's the meaning of + +181 +00:13:09,700 --> 00:13:16,660 +subordination? Subordinate. Supporting. Assistance + +182 +00:13:16,660 --> 00:13:21,810 +in subordination. The opposite. Exactly. In other + +183 +00:13:21,810 --> 00:13:26,010 +words, tell everybody, you can do the whole work + +184 +00:13:26,010 --> 00:13:30,790 +alone, but this isn't your style of leading. Your + +185 +00:13:30,790 --> 00:13:34,490 +style believes in the importance of the team and + +186 +00:13:34,490 --> 00:13:38,590 +with the assistance from every single one. Is this + +187 +00:13:38,590 --> 00:13:42,630 +the only solution? No. Appeals to the + +188 +00:13:42,630 --> 00:13:45,070 +authoritarian manager, but disregards the + +189 +00:13:45,070 --> 00:13:47,290 +possibility that the problem is that your + +190 +00:13:47,290 --> 00:13:49,690 +interpersonal communication skills are to blame. + +191 +00:13:51,330 --> 00:13:55,410 +This is very important. Sometimes Joes should not + +192 +00:13:55,410 --> 00:13:58,110 +be blamed, but the one who should be blamed is + +193 +00:13:58,110 --> 00:14:03,890 +you. Why? Sometimes you are not able enough to + +194 +00:14:03,890 --> 00:14:07,030 +communicate with the members within the team. Why? + +195 +00:14:07,310 --> 00:14:09,670 +This is your character. Why? This is your trait. + +196 +00:14:10,970 --> 00:14:15,070 +So don't justify or transfer your faults on the + +197 +00:14:15,070 --> 00:14:18,510 +shoulders of others, like what happened now in + +198 +00:14:18,510 --> 00:14:23,410 +organizations. 7. Jaws may admit to begin the + +199 +00:14:23,410 --> 00:14:27,350 +guerrilla, or as we said, the guerrilla street + +200 +00:14:27,350 --> 00:14:32,650 +war, which is a metaphor. 4. How jaws can get rid + +201 +00:14:32,650 --> 00:14:36,090 +from you as a manager and overcome by your + +202 +00:14:36,090 --> 00:14:40,840 +position. But if he does and accepts the pride + +203 +00:14:40,840 --> 00:14:43,240 +that you offer, the possibility that another + +204 +00:14:43,240 --> 00:14:45,700 +member of the group will assume the role cannot be + +205 +00:14:45,700 --> 00:14:50,040 +ruled out. What's the meaning of this? If you + +206 +00:14:50,040 --> 00:14:54,660 +decided to give Jaws another job, this might lead + +207 +00:14:54,660 --> 00:14:56,320 +to a jealousy in the hearts of the other members + +208 +00:14:56,320 --> 00:14:59,000 +of the team. Or the other members of the team + +209 +00:14:59,000 --> 00:15:01,700 +might say, why we shouldn't imitate and follow the + +210 +00:15:01,700 --> 00:15:06,210 +same steps of Jaws? So in this case, Are we able + +211 +00:15:06,210 --> 00:15:08,610 +to satisfy every single member within the team in + +212 +00:15:08,610 --> 00:15:13,430 +this way? It's difficult. It's difficult. Gone. + +213 +00:15:14,030 --> 00:15:17,570 +Highly risky and puts you rare in the frying pan + +214 +00:15:17,570 --> 00:15:20,970 +as well as jaws. Gone. Jaws could become a + +215 +00:15:20,970 --> 00:15:24,450 +valuable link between you and your team. He's the + +216 +00:15:24,450 --> 00:15:27,590 +spokesman now. He's the linkage. And possibly help + +217 +00:15:27,590 --> 00:15:30,110 +you define interpersonal problems and help you + +218 +00:15:30,110 --> 00:15:33,190 +suggest possible solutions. So we are using him. + +219 +00:15:35,300 --> 00:15:40,540 +This use is a positive one for the team and for + +220 +00:15:40,540 --> 00:15:45,640 +himself as well. Finally, this solution might work + +221 +00:15:45,640 --> 00:15:50,080 +with unclosed or unskilled labor force, but not + +222 +00:15:50,080 --> 00:15:52,940 +with the highly productive members of your sales + +223 +00:15:52,940 --> 00:15:56,560 +team. So what do we conclude from here? All the + +224 +00:15:56,560 --> 00:15:58,640 +time whenever we are going to talk about disputes + +225 +00:15:58,640 --> 00:16:00,820 +or conflicts or misunderstanding in the + +226 +00:16:00,820 --> 00:16:04,200 +management, we do not have a quick fixed solution. + +227 +00:16:05,370 --> 00:16:08,730 +We do not have a quick fixed solution. We are + +228 +00:16:08,730 --> 00:16:10,830 +talking about social science. We are talking about + +229 +00:16:10,830 --> 00:16:13,610 +human beings. Therefore, the solutions are going + +230 +00:16:13,610 --> 00:16:17,430 +to be diversified, complicated and founded on a + +231 +00:16:17,430 --> 00:16:21,470 +set of procedures rather than one procedure or one + +232 +00:16:21,470 --> 00:16:25,730 +step. Okay, what's up to you, what's up to your + +233 +00:16:25,730 --> 00:16:28,930 +smartness. What we are saying here is reminding us + +234 +00:16:28,930 --> 00:16:30,690 +with what we studied in business session number + +235 +00:16:30,690 --> 00:16:36,090 +one. When we said Management is a science, but + +236 +00:16:36,090 --> 00:16:44,350 +also it is art. Exactly. Clear? Go on. Look at + +237 +00:16:44,350 --> 00:16:47,290 +these three sentences. Tell them or tell us if + +238 +00:16:47,290 --> 00:16:51,490 +they are true or false. Quickly. Let's begin with + +239 +00:16:51,490 --> 00:16:54,510 +the number one. Read. Who would like to read? Go + +240 +00:16:54,510 --> 00:16:56,930 +on. You should plan yourself and act like a + +241 +00:16:56,930 --> 00:16:59,390 +natural leader first. What does that mean? Natural + +242 +00:16:59,390 --> 00:16:59,690 +leaders? + +243 +00:17:04,560 --> 00:17:09,900 +natural leaders, managers and sometimes they can + +244 +00:17:09,900 --> 00:17:11,700 +be informal. + +245 +00:17:14,020 --> 00:17:16,560 +Yes, somebody is going to say is this true or + +246 +00:17:16,560 --> 00:17:16,780 +false? + +247 +00:17:19,660 --> 00:17:27,040 +It's true. Why is it true? Why is it true? It + +248 +00:17:27,040 --> 00:17:34,440 +should be marketed by By a leader. Either this + +249 +00:17:34,440 --> 00:17:37,960 +leader is formal or informal. And this is + +250 +00:17:37,960 --> 00:17:41,040 +reminding us with what we said about chose now. + +251 +00:17:41,460 --> 00:17:44,160 +Use them even if they are not formal leaders. + +252 +00:17:45,200 --> 00:17:48,820 +Second, quickly, true or false? + +253 +00:17:56,920 --> 00:17:57,240 +True. + +254 +00:18:00,300 --> 00:18:03,000 +Hanin, this is reminding us with what? With the + +255 +00:18:03,000 --> 00:18:05,420 +definition of the leadership in last class. What + +256 +00:18:05,420 --> 00:18:08,300 +did we say? Leadership is the ability to influence + +257 +00:18:08,300 --> 00:18:12,660 +the others based on ability of convincing. If you + +258 +00:18:12,660 --> 00:18:14,880 +are able to convince, this means we are explaining + +259 +00:18:14,880 --> 00:18:18,580 +what? Reasons, course. Number three. + +260 +00:18:21,460 --> 00:18:24,820 +True? True. Go on, read it. Getting to know your + +261 +00:18:24,820 --> 00:18:27,560 +people well is one of the best ways to obtain + +262 +00:18:27,560 --> 00:18:29,940 +control over their resistance to change. Of + +263 +00:18:29,940 --> 00:18:34,420 +course, it's true. If you know your people or team + +264 +00:18:34,420 --> 00:18:37,000 +member well, this means you can assess their + +265 +00:18:37,000 --> 00:18:40,280 +weaknesses and strong points, and after that you + +266 +00:18:40,280 --> 00:18:43,660 +can deal with them carefully. But if you do not + +267 +00:18:43,660 --> 00:18:47,680 +know them, how are you going to deal with them? Go + +268 +00:18:47,680 --> 00:18:50,040 +to number four, correct or false? + +269 +00:18:57,850 --> 00:19:00,430 +True, true, true, true, false, not only true. + +270 +00:19:01,170 --> 00:19:03,490 +Farah, read it. It's true. + +271 +00:19:10,970 --> 00:19:11,670 +It's true. + +272 +00:19:14,730 --> 00:19:17,670 +Let's give a simple example. Let's give a simple + +273 +00:19:17,670 --> 00:19:22,970 +example. Imagine Walaa is our director. And Amna + +274 +00:19:22,970 --> 00:19:29,020 +is assistant director. And I am a salesperson. I'm + +275 +00:19:29,020 --> 00:19:30,660 +going to give you two scenarios, you tell me which + +276 +00:19:30,660 --> 00:19:33,920 +one is better. Amna is coming to my office saying + +277 +00:19:33,920 --> 00:19:38,440 +that the manager Ms. Walaa will transfer you to + +278 +00:19:38,440 --> 00:19:42,900 +another position. Scenario number two, Walaa + +279 +00:19:42,900 --> 00:19:46,540 +contacted me directly and she said please come to + +280 +00:19:46,540 --> 00:19:49,800 +my office at twelve o'clock to discuss something + +281 +00:19:49,800 --> 00:19:52,640 +important. I went over there and she explained to + +282 +00:19:52,640 --> 00:19:56,480 +me the new transfer to a new position. Which + +283 +00:19:56,480 --> 00:20:00,070 +method do you prefer? Scenario number two. Well, + +284 +00:20:00,070 --> 00:20:04,330 +this is reminding us with what? With this. So it's + +285 +00:20:04,330 --> 00:20:07,230 +usually better to hold a meeting to address entire + +286 +00:20:07,230 --> 00:20:11,330 +sales force, entire sales staff member about the + +287 +00:20:11,330 --> 00:20:14,870 +change that will affect them. Be frank, be direct. + +288 +00:20:15,970 --> 00:20:18,190 +Why we should adopt a second way or indirect way? + +289 +00:20:19,510 --> 00:20:25,570 +So it's correct 100%. Five, true or false? You + +290 +00:20:25,570 --> 00:20:28,170 +should inform your sales force as far in advance + +291 +00:20:28,170 --> 00:20:30,030 +as possible about the changes that will affect + +292 +00:20:30,030 --> 00:20:35,970 +them correctly, finally, through force. + +293 +00:20:36,130 --> 00:20:40,130 +Force. Why Halina? Because you will lose the + +294 +00:20:40,130 --> 00:20:42,070 +resistance. + +295 +00:20:43,150 --> 00:20:46,930 +Okay, when you propose a program or an idea, you + +296 +00:20:46,930 --> 00:20:50,710 +are unlikely, you are unlikely, without + +297 +00:20:50,710 --> 00:20:54,040 +possibility. to encourage or to encounter + +298 +00:20:54,040 --> 00:20:56,620 +resistance except on the most important issues + +299 +00:20:56,620 --> 00:21:02,880 +involved. It's false. You are likely to encounter + +300 +00:21:02,880 --> 00:21:06,840 +resistance. Why? This is reminding us with what we + +301 +00:21:06,840 --> 00:21:11,000 +said last class about certainty and uncertainty + +302 +00:21:11,000 --> 00:21:14,780 +and later on the feeling of safety and the lack of + +303 +00:21:14,780 --> 00:21:20,860 +feeling of safety. So it's false. Okay, let's + +304 +00:21:20,860 --> 00:21:25,220 +conclude today's class by one final word. You as a + +305 +00:21:25,220 --> 00:21:27,020 +leader and you as a manager, you are supposed to + +306 +00:21:27,020 --> 00:21:31,160 +train and orient and educate and teach. Teach who? + +307 +00:21:31,620 --> 00:21:34,560 +The rest members of the team. But this is + +308 +00:21:34,560 --> 00:21:36,160 +reminding us with the case study which we + +309 +00:21:36,160 --> 00:21:39,460 +explained last time when the sales supervisor of + +310 +00:21:39,460 --> 00:21:42,520 +the manager heard one of his employees raising his + +311 +00:21:42,520 --> 00:21:45,100 +voice over one of the account or one of the + +312 +00:21:45,100 --> 00:21:49,250 +customer. How did he fix the situation? He advised + +313 +00:21:49,250 --> 00:21:52,490 +him by giving him certain instructions, including + +314 +00:21:52,490 --> 00:21:57,330 +be patient, control your nerves, hang down the + +315 +00:21:57,330 --> 00:22:00,750 +phone, collect information and data, and later on + +316 +00:22:00,750 --> 00:22:03,950 +give him or give the customer a phone call once + +317 +00:22:03,950 --> 00:22:07,410 +again. So he's providing us or he's coaching us + +318 +00:22:07,410 --> 00:22:09,930 +with many of instructions about how we can + +319 +00:22:09,930 --> 00:22:13,490 +overcome complicated and problematic situations. + +320 +00:22:14,110 --> 00:22:19,760 +Correct? Now here all these coaching points must + +321 +00:22:19,760 --> 00:22:22,060 +be directed and indicated to the salesperson when + +322 +00:22:22,060 --> 00:22:24,880 +before they are going to dial or pick up the phone + +323 +00:22:24,880 --> 00:22:28,600 +call to make a conversation with a customer + +324 +00:22:28,600 --> 00:22:31,980 +beginning from the question number one who is + +325 +00:22:31,980 --> 00:22:35,340 +being called on and concluding by developmental + +326 +00:22:35,340 --> 00:22:39,100 +points last call all these questions must be + +327 +00:22:39,100 --> 00:22:42,460 +answered in advance somebody is going to say why + +328 +00:22:45,120 --> 00:22:47,060 +Because there is a great possibility that one of + +329 +00:22:47,060 --> 00:22:49,060 +the customers might ask you one of these + +330 +00:22:49,060 --> 00:22:51,820 +questions. So if he's going to ask you these + +331 +00:22:51,820 --> 00:22:56,480 +questions, should we tell him, okay, I, we cannot + +332 +00:22:56,480 --> 00:23:00,880 +say this. Your answer must be prepared. The same + +333 +00:23:00,880 --> 00:23:03,220 +thing we are talking about coaching during the + +334 +00:23:03,220 --> 00:23:08,100 +situation. During the sales call, like let's say + +335 +00:23:08,100 --> 00:23:10,960 +this person controls the call rather than the + +336 +00:23:10,960 --> 00:23:14,800 +account controls you. If the account is going to + +337 +00:23:14,800 --> 00:23:18,060 +control you, this is going to destroy our equation + +338 +00:23:18,060 --> 00:23:24,720 +in marketing and in sales, especially which + +339 +00:23:24,720 --> 00:23:30,060 +is related to profitability and productivity, as + +340 +00:23:30,060 --> 00:23:34,560 +we studied before. After the sales call, we are + +341 +00:23:34,560 --> 00:23:36,600 +talking about four points also which we should + +342 +00:23:36,600 --> 00:23:39,740 +mention. Ask for the self-evaluation, reinforce + +343 +00:23:39,740 --> 00:23:42,480 +positive, suggest effective responses, and keep + +344 +00:23:42,480 --> 00:23:45,380 +records. For example, why we should keep records? + +345 +00:23:46,040 --> 00:23:49,160 +In order to be sure not to phone the same account + +346 +00:23:49,160 --> 00:23:52,960 +twice within a short period of time. If you are + +347 +00:23:52,960 --> 00:23:55,120 +going to commit this terrible mistake, this is + +348 +00:23:55,120 --> 00:23:58,580 +going to leave a very bad impression about our + +349 +00:23:58,580 --> 00:24:02,360 +company as well. So these are some of the coaching + +350 +00:24:02,360 --> 00:24:07,100 +points which we should be aware of. Any question? + +351 +00:24:07,240 --> 00:24:09,740 +Any comments about this? Any question? Any + +352 +00:24:09,740 --> 00:24:15,370 +comments?طيب now we would like to finish today's + +353 +00:24:15,370 --> 00:24:17,270 +class thank you very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..17e539bc0d83b9b04db416863093c86a2e65d10c --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.srt @@ -0,0 +1,1412 @@ +1 +00:00:21,060 --> 00:00:25,220 +Listen, today we will go on with the leadership + +2 +00:00:25,220 --> 00:00:33,420 +chapter. This is a conceptual map. For all the + +3 +00:00:33,420 --> 00:00:36,580 +things which we covered in the leadership. This + +4 +00:00:36,580 --> 00:00:38,720 +conceptual map, if you are going to examine it + +5 +00:00:38,720 --> 00:00:42,520 +closely, it is a summary. A summary for the things + +6 +00:00:42,520 --> 00:00:45,300 +which we finished and discussed last time. In + +7 +00:00:45,300 --> 00:00:48,380 +other words, if you are going to look, here we are + +8 +00:00:48,380 --> 00:00:51,680 +talking about dependent variety. This is the + +9 +00:00:51,680 --> 00:00:55,740 +dependent variable which is the salesperson's + +10 +00:00:55,740 --> 00:01:00,500 +behavior. So the salesperson's behavior is + +11 +00:01:00,500 --> 00:01:03,240 +something which is influenced or affected by other + +12 +00:01:03,240 --> 00:01:07,500 +independent variables. So all these are + +13 +00:01:07,500 --> 00:01:10,160 +independent variables. Did you study the research + +14 +00:01:10,160 --> 00:01:13,220 +method course? Research. Research, did you take + +15 +00:01:13,220 --> 00:01:15,880 +it? Yes. Did they explain to you what is dependent + +16 +00:01:15,880 --> 00:01:18,240 +and what is independent? Yes. Did you take it? + +17 +00:01:25,730 --> 00:01:30,830 +This is the dependent variable, which means it is + +18 +00:01:30,830 --> 00:01:31,330 +a result. + +19 +00:01:36,350 --> 00:01:42,490 +And these are independent variables, which means + +20 +00:01:42,490 --> 00:01:43,330 +they are the causes. + +21 +00:01:46,310 --> 00:01:49,230 +So these causes for sure they are going to + +22 +00:01:49,230 --> 00:01:51,690 +influence the result, for sure they are going to + +23 +00:01:51,690 --> 00:01:54,910 +influence the salesperson behavior. Somebody is + +24 +00:01:54,910 --> 00:01:56,730 +going to say this isn't clear enough, let's + +25 +00:01:56,730 --> 00:02:01,330 +clarify it more. Listen, imagine for example, we + +26 +00:02:01,330 --> 00:02:03,630 +are going to work under the command and + +27 +00:02:03,630 --> 00:02:06,850 +supervision of a sales manager. This sales manager + +28 +00:02:06,850 --> 00:02:09,770 +doesn't have the skill of empowerment. In other + +29 +00:02:09,770 --> 00:02:13,130 +words, he isn't encouraging us. So if one of the + +30 +00:02:13,130 --> 00:02:16,620 +salesperson did a tremendous and excellent + +31 +00:02:16,620 --> 00:02:22,940 +positive job. And after that he didn't even + +32 +00:02:22,940 --> 00:02:26,240 +mention the word thank you. He didn't provide us + +33 +00:02:26,240 --> 00:02:29,480 +with any reward. Is this going to leave an impact + +34 +00:02:29,480 --> 00:02:32,660 +on the behavior of the salesperson? Of course. And + +35 +00:02:32,660 --> 00:02:34,700 +this impact is going to be negative in this + +36 +00:02:34,700 --> 00:02:37,920 +scenario. Sometimes the impact is going to be + +37 +00:02:37,920 --> 00:02:40,670 +positive. So when we are talking about the + +38 +00:02:40,670 --> 00:02:42,850 +relationship between the independent variable and + +39 +00:02:42,850 --> 00:02:45,770 +the dependent variable, we are talking about + +40 +00:02:45,770 --> 00:02:49,030 +influence or change or impact either positively or + +41 +00:02:49,030 --> 00:02:52,670 +negatively. In other words, if you are going to + +42 +00:02:52,670 --> 00:02:56,190 +talk anything, something like goals, how the goals + +43 +00:02:56,190 --> 00:02:59,090 +can influence the sales behavior? Let's talk about + +44 +00:02:59,090 --> 00:03:02,490 +the positive scenario. If every member within the + +45 +00:03:02,490 --> 00:03:08,110 +sales team understands the goals which they would + +46 +00:03:08,110 --> 00:03:10,690 +like to achieve in the year or in the new year + +47 +00:03:10,690 --> 00:03:15,030 +2013, this means this understanding is going to be + +48 +00:03:15,030 --> 00:03:17,910 +replicated positively on the performance of the + +49 +00:03:17,910 --> 00:03:22,150 +salespeople. But if the goals are not clear, or if + +50 +00:03:22,150 --> 00:03:25,630 +the sales members were not consulted about the + +51 +00:03:25,630 --> 00:03:28,910 +goals of being achieved in the coming year, this + +52 +00:03:28,910 --> 00:03:32,170 +means the salesperson's behavior is going to be + +53 +00:03:32,170 --> 00:03:35,460 +like the blind driver. He doesn't know what he or + +54 +00:03:35,460 --> 00:03:38,800 +she should achieve in the coming year. So the + +55 +00:03:38,800 --> 00:03:42,900 +impact here is going to be negative. So this is a + +56 +00:03:42,900 --> 00:03:45,440 +summary for all the things which we talked about. + +57 +00:03:45,920 --> 00:03:48,800 +Remember, this is a behavior of a salesperson and + +58 +00:03:48,800 --> 00:03:51,520 +this behavior can be influenced, can be affected + +59 +00:03:51,520 --> 00:03:56,220 +by more than one factor. Any questions, any + +60 +00:03:56,220 --> 00:04:03,560 +comments? Move on. Okay, listen. Let's come now to + +61 +00:04:03,560 --> 00:04:06,660 +a scenario. I want you to read this scenario. Two + +62 +00:04:06,660 --> 00:04:10,100 +minutes. Here we are talking about one of the CES + +63 +00:04:10,100 --> 00:04:13,920 +staff member. His name is Jaws Gorilla. Listen, + +64 +00:04:14,720 --> 00:04:18,840 +the word gorilla in English it means street war. + +65 +00:04:20,040 --> 00:04:23,880 +Street war. Somebody is going to say, why we are + +66 +00:04:23,880 --> 00:04:26,080 +going to give the name for the assembly to be Jaws + +67 +00:04:26,080 --> 00:04:29,650 +Gorilla? Because it is a metaphor. a metaphor + +68 +00:04:29,650 --> 00:04:31,950 +expressing something read the scenario and later + +69 +00:04:31,950 --> 00:04:36,310 +on you will understand it gone street war two + +70 +00:04:36,310 --> 00:04:42,850 +minutes quickly + +71 +00:05:48,860 --> 00:05:52,680 +So what's going on here? There is a manager with + +72 +00:05:52,680 --> 00:05:54,800 +the power and authority that's needed to perform + +73 +00:05:54,800 --> 00:05:57,640 +the work and there is another leader. We can see + +74 +00:05:57,640 --> 00:06:01,080 +that he is a leader. He doesn't have power or + +75 +00:06:01,080 --> 00:06:04,960 +authority. His name is Joss and he can influence + +76 +00:06:04,960 --> 00:06:07,520 +other salespeople although he doesn't have + +77 +00:06:07,520 --> 00:06:10,200 +authority or power because he is a leader. This + +78 +00:06:10,200 --> 00:06:13,580 +may happen because the manager doesn't have the + +79 +00:06:13,580 --> 00:06:17,000 +leadership skills to influence others or doesn't + +80 +00:06:17,000 --> 00:06:19,460 +know how to influence others so that Joss takes + +81 +00:06:19,460 --> 00:06:22,400 +his place. Not each manager is a leader, but the + +82 +00:06:22,400 --> 00:06:26,960 +leader can be a manager. Good. Listen here. Here, + +83 +00:06:27,000 --> 00:06:29,160 +we are not talking about hypothetical situations. + +84 +00:06:31,020 --> 00:06:33,020 +Later on, after you are going to graduate, you are + +85 +00:06:33,020 --> 00:06:35,700 +going to find a real work, you will remember my + +86 +00:06:35,700 --> 00:06:39,740 +words. You will remember this scenario. This + +87 +00:06:39,740 --> 00:06:42,160 +scenario is saying, we are talking about formal + +88 +00:06:42,160 --> 00:06:44,000 +leader. The formal leader, it is coming from the + +89 +00:06:44,000 --> 00:06:44,540 +word manager. + +90 +00:06:47,650 --> 00:06:50,550 +The manager is supposed to be a formal leader. + +91 +00:06:52,030 --> 00:06:57,710 +What happened here is the following. You are the + +92 +00:06:57,710 --> 00:07:02,170 +manager. You are the formal leader. What happened + +93 +00:07:02,170 --> 00:07:06,130 +is one of the CIS staff member, his name is Jose. + +94 +00:07:07,590 --> 00:07:10,970 +He is a very active, excellent, smart CIS person. + +95 +00:07:12,530 --> 00:07:15,910 +Day by day, he began adopting a new role. The new + +96 +00:07:15,910 --> 00:07:22,540 +role is called informal leader. Even though his + +97 +00:07:22,540 --> 00:07:25,900 +position isn't a manager, his position is an + +98 +00:07:25,900 --> 00:07:32,520 +ordinary salesperson. Clear? Now, who is going to + +99 +00:07:32,520 --> 00:07:36,040 +be agitated or angry or outraged? The manager. + +100 +00:07:37,220 --> 00:07:41,060 +Because he or she will feel that another + +101 +00:07:41,060 --> 00:07:45,820 +undeserved salesperson is competing with them over + +102 +00:07:45,820 --> 00:07:50,090 +the position. This is the ordinary thinking. Is + +103 +00:07:50,090 --> 00:07:52,230 +this thinking or is this scenario applicable in + +104 +00:07:52,230 --> 00:07:54,770 +our Palestinian organizations? In every + +105 +00:07:54,770 --> 00:07:57,530 +organization, Palestinian, Gazan, domestic, + +106 +00:07:57,670 --> 00:08:00,130 +international. This scenario is going to be + +107 +00:08:00,130 --> 00:08:05,150 +available everywhere. Everywhere. In this + +108 +00:08:05,150 --> 00:08:08,370 +scenario, if you are going to be a formal leader + +109 +00:08:08,370 --> 00:08:10,650 +or a manager, of course you are not going to + +110 +00:08:10,650 --> 00:08:15,090 +accept this reality. How should you act? And later + +111 +00:08:15,090 --> 00:08:18,030 +on, if we would like to act, we should act + +112 +00:08:18,030 --> 00:08:22,310 +according to something called win-win situation. + +113 +00:08:23,890 --> 00:08:27,710 +When we are saying win-win situation, neither me + +114 +00:08:27,710 --> 00:08:32,690 +as a manager nor Jaws must lose anything or should + +115 +00:08:32,690 --> 00:08:38,970 +lose anything. In other words, Jaws and me, both + +116 +00:08:38,970 --> 00:08:42,300 +of us must be winners. must be able to resolve + +117 +00:08:42,300 --> 00:08:45,540 +this situation with happiness and satisfaction. + +118 +00:08:46,220 --> 00:08:49,240 +How you are going to make this? How you are going + +119 +00:08:49,240 --> 00:08:54,820 +to make this? Okay, but before we are going to + +120 +00:08:54,820 --> 00:08:57,500 +discuss the answer, remember this is a very + +121 +00:08:57,500 --> 00:09:00,440 +complicated situation where we cannot solve this + +122 +00:09:00,440 --> 00:09:03,980 +situation by one step or by one procedure. So we + +123 +00:09:03,980 --> 00:09:08,100 +should adopt a set of procedures, a set of steps. + +124 +00:09:08,840 --> 00:09:09,680 +Like what? + +125 +00:09:13,700 --> 00:09:16,560 +Discuss the skills and the requirements by which + +126 +00:09:16,560 --> 00:09:19,880 +he has the dethronement of the manager. Okay, + +127 +00:09:20,440 --> 00:09:25,480 +another one. Other steps. To ask the employees who + +128 +00:09:25,480 --> 00:09:30,040 +are different by jobs, how he affects them or how + +129 +00:09:30,040 --> 00:09:36,480 +he can impose some orders on the employees rather + +130 +00:09:36,480 --> 00:09:39,340 +than the formal management. Okay, here is the + +131 +00:09:39,340 --> 00:09:42,520 +solution. Read it quickly. Tell me what you think. + +132 +00:09:46,400 --> 00:09:50,460 +These are the steps by which we can use in order + +133 +00:09:50,460 --> 00:09:55,360 +to overcome and fix this scenario. Number one, get + +134 +00:09:55,360 --> 00:09:57,580 +the group together and remind them that you are + +135 +00:09:57,580 --> 00:10:02,580 +still the boss. When we are saying everyone, every + +136 +00:10:02,580 --> 00:10:07,800 +member within the team. Number two, take Jos aside + +137 +00:10:07,800 --> 00:10:12,920 +and tell him you appreciate the help in managing + +138 +00:10:12,920 --> 00:10:17,350 +the group. Tell Joe's that by pulling together, + +139 +00:10:17,530 --> 00:10:19,950 +you can make the situation work out right for + +140 +00:10:19,950 --> 00:10:25,910 +everyone. Third, let nature takes its course or + +141 +00:10:25,910 --> 00:10:29,750 +its course. In other words, sit back and let Joe's + +142 +00:10:29,750 --> 00:10:33,490 +make a big mistake. Because he's considered to be + +143 +00:10:33,490 --> 00:10:36,130 +the informal leader. If you are going to ask him + +144 +00:10:36,130 --> 00:10:39,650 +another task or a new task, he is going to be + +145 +00:10:39,650 --> 00:10:46,300 +willing to do it. You sit back, watch him. When he + +146 +00:10:46,300 --> 00:10:50,560 +committed a mistake, then you must appear. We're + +147 +00:10:50,560 --> 00:10:54,460 +trying to convince everyone within the group that + +148 +00:10:54,460 --> 00:11:00,340 +chose unfortunately, failed in filling or in doing + +149 +00:11:00,340 --> 00:11:05,380 +this specific task this time. Somebody is going to + +150 +00:11:05,380 --> 00:11:08,660 +say, is this an opportunist style? Yes, be + +151 +00:11:08,660 --> 00:11:13,660 +opportunist, but be ethical. Why we are going to + +152 +00:11:13,660 --> 00:11:16,500 +make this? We are making this step in order to + +153 +00:11:16,500 --> 00:11:20,440 +decrease the level of the trust between Jaws from + +154 +00:11:20,440 --> 00:11:23,280 +one side and the rest of the members of the team + +155 +00:11:23,280 --> 00:11:28,160 +from another side. Go on. Take him to get to know + +156 +00:11:28,160 --> 00:11:31,500 +Jaws. When you know his career objectives, you + +157 +00:11:31,500 --> 00:11:34,160 +will probably find that he is not after your job. + +158 +00:11:36,580 --> 00:11:41,040 +This means more than 90% of the formal managers + +159 +00:11:41,040 --> 00:11:42,920 +whenever they are going to encounter similar + +160 +00:11:42,920 --> 00:11:47,060 +situation, they have a false idea which is this + +161 +00:11:47,060 --> 00:11:50,120 +informal leader is trying to kick me out in order + +162 +00:11:50,120 --> 00:11:56,300 +to overcome my position. Well, this is false. Why + +163 +00:11:56,300 --> 00:11:59,380 +we are making this illusion? Because you are not + +164 +00:11:59,380 --> 00:12:02,200 +close enough to him or her. I mean to the informal + +165 +00:12:02,200 --> 00:12:06,620 +leader. Go on. Use JAWS to make your communication + +166 +00:12:06,620 --> 00:12:10,340 +between yourself and the group more efficient. In + +167 +00:12:10,340 --> 00:12:13,900 +other words, why we shouldn't use JAWS? + +168 +00:12:16,680 --> 00:12:21,860 +Make him or try to make him to be the spokesman on + +169 +00:12:21,860 --> 00:12:26,160 +behalf of you. Remember, he is a very excellent + +170 +00:12:26,160 --> 00:12:29,400 +person. He has more active and excellent + +171 +00:12:29,400 --> 00:12:32,560 +interpersonal communication skills than you. So + +172 +00:12:32,560 --> 00:12:36,060 +use them. If you are going to use them, you will + +173 +00:12:36,060 --> 00:12:39,660 +save your time, effort and energy. On the other + +174 +00:12:39,660 --> 00:12:41,960 +hand, you will please him, you will please Jaws. + +175 +00:12:42,880 --> 00:12:47,160 +Because Jaws will believe he is still maintaining + +176 +00:12:47,160 --> 00:12:52,580 +and keeping his image as informally. Is this one + +177 +00:12:52,580 --> 00:12:58,500 +-one situation? Yes. Exactly. Go on. Talk to each + +178 +00:12:58,500 --> 00:13:01,340 +member of the sales team separately. Let them know + +179 +00:13:01,340 --> 00:13:04,700 +that you know what is going on. And that is + +180 +00:13:04,700 --> 00:13:09,700 +Tentment in subordination. What's the meaning of + +181 +00:13:09,700 --> 00:13:16,660 +subordination? Subordinate. Supporting. Assistance + +182 +00:13:16,660 --> 00:13:21,810 +in subordination. The opposite. Exactly. In other + +183 +00:13:21,810 --> 00:13:26,010 +words, tell everybody, you can do the whole work + +184 +00:13:26,010 --> 00:13:30,790 +alone, but this isn't your style of leading. Your + +185 +00:13:30,790 --> 00:13:34,490 +style believes in the importance of the team and + +186 +00:13:34,490 --> 00:13:38,590 +with the assistance from every single one. Is this + +187 +00:13:38,590 --> 00:13:42,630 +the only solution? No. Appeals to the + +188 +00:13:42,630 --> 00:13:45,070 +authoritarian manager, but disregards the + +189 +00:13:45,070 --> 00:13:47,290 +possibility that the problem is that your + +190 +00:13:47,290 --> 00:13:49,690 +interpersonal communication skills are to blame. + +191 +00:13:51,330 --> 00:13:55,410 +This is very important. Sometimes Joes should not + +192 +00:13:55,410 --> 00:13:58,110 +be blamed, but the one who should be blamed is + +193 +00:13:58,110 --> 00:14:03,890 +you. Why? Sometimes you are not able enough to + +194 +00:14:03,890 --> 00:14:07,030 +communicate with the members within the team. Why? + +195 +00:14:07,310 --> 00:14:09,670 +This is your character. Why? This is your trait. + +196 +00:14:10,970 --> 00:14:15,070 +So don't justify or transfer your faults on the + +197 +00:14:15,070 --> 00:14:18,510 +shoulders of others, like what happened now in + +198 +00:14:18,510 --> 00:14:23,410 +organizations. 7. Jaws may admit to begin the + +199 +00:14:23,410 --> 00:14:27,350 +guerrilla, or as we said, the guerrilla street + +200 +00:14:27,350 --> 00:14:32,650 +war, which is a metaphor. 4. How jaws can get rid + +201 +00:14:32,650 --> 00:14:36,090 +from you as a manager and overcome by your + +202 +00:14:36,090 --> 00:14:40,840 +position. But if he does and accepts the pride + +203 +00:14:40,840 --> 00:14:43,240 +that you offer, the possibility that another + +204 +00:14:43,240 --> 00:14:45,700 +member of the group will assume the role cannot be + +205 +00:14:45,700 --> 00:14:50,040 +ruled out. What's the meaning of this? If you + +206 +00:14:50,040 --> 00:14:54,660 +decided to give Jaws another job, this might lead + +207 +00:14:54,660 --> 00:14:56,320 +to a jealousy in the hearts of the other members + +208 +00:14:56,320 --> 00:14:59,000 +of the team. Or the other members of the team + +209 +00:14:59,000 --> 00:15:01,700 +might say, why we shouldn't imitate and follow the + +210 +00:15:01,700 --> 00:15:06,210 +same steps of Jaws? So in this case, Are we able + +211 +00:15:06,210 --> 00:15:08,610 +to satisfy every single member within the team in + +212 +00:15:08,610 --> 00:15:13,430 +this way? It's difficult. It's difficult. Gone. + +213 +00:15:14,030 --> 00:15:17,570 +Highly risky and puts you rare in the frying pan + +214 +00:15:17,570 --> 00:15:20,970 +as well as jaws. Gone. Jaws could become a + +215 +00:15:20,970 --> 00:15:24,450 +valuable link between you and your team. He's the + +216 +00:15:24,450 --> 00:15:27,590 +spokesman now. He's the linkage. And possibly help + +217 +00:15:27,590 --> 00:15:30,110 +you define interpersonal problems and help you + +218 +00:15:30,110 --> 00:15:33,190 +suggest possible solutions. So we are using him. + +219 +00:15:35,300 --> 00:15:40,540 +This use is a positive one for the team and for + +220 +00:15:40,540 --> 00:15:45,640 +himself as well. Finally, this solution might work + +221 +00:15:45,640 --> 00:15:50,080 +with unclosed or unskilled labor force, but not + +222 +00:15:50,080 --> 00:15:52,940 +with the highly productive members of your sales + +223 +00:15:52,940 --> 00:15:56,560 +team. So what do we conclude from here? All the + +224 +00:15:56,560 --> 00:15:58,640 +time whenever we are going to talk about disputes + +225 +00:15:58,640 --> 00:16:00,820 +or conflicts or misunderstanding in the + +226 +00:16:00,820 --> 00:16:04,200 +management, we do not have a quick fixed solution. + +227 +00:16:05,370 --> 00:16:08,730 +We do not have a quick fixed solution. We are + +228 +00:16:08,730 --> 00:16:10,830 +talking about social science. We are talking about + +229 +00:16:10,830 --> 00:16:13,610 +human beings. Therefore, the solutions are going + +230 +00:16:13,610 --> 00:16:17,430 +to be diversified, complicated and founded on a + +231 +00:16:17,430 --> 00:16:21,470 +set of procedures rather than one procedure or one + +232 +00:16:21,470 --> 00:16:25,730 +step. Okay, what's up to you, what's up to your + +233 +00:16:25,730 --> 00:16:28,930 +smartness. What we are saying here is reminding us + +234 +00:16:28,930 --> 00:16:30,690 +with what we studied in business session number + +235 +00:16:30,690 --> 00:16:36,090 +one. When we said Management is a science, but + +236 +00:16:36,090 --> 00:16:44,350 +also it is art. Exactly. Clear? Go on. Look at + +237 +00:16:44,350 --> 00:16:47,290 +these three sentences. Tell them or tell us if + +238 +00:16:47,290 --> 00:16:51,490 +they are true or false. Quickly. Let's begin with + +239 +00:16:51,490 --> 00:16:54,510 +the number one. Read. Who would like to read? Go + +240 +00:16:54,510 --> 00:16:56,930 +on. You should plan yourself and act like a + +241 +00:16:56,930 --> 00:16:59,390 +natural leader first. What does that mean? Natural + +242 +00:16:59,390 --> 00:16:59,690 +leaders? + +243 +00:17:04,560 --> 00:17:09,900 +natural leaders, managers and sometimes they can + +244 +00:17:09,900 --> 00:17:11,700 +be informal. + +245 +00:17:14,020 --> 00:17:16,560 +Yes, somebody is going to say is this true or + +246 +00:17:16,560 --> 00:17:16,780 +false? + +247 +00:17:19,660 --> 00:17:27,040 +It's true. Why is it true? Why is it true? It + +248 +00:17:27,040 --> 00:17:34,440 +should be marketed by By a leader. Either this + +249 +00:17:34,440 --> 00:17:37,960 +leader is formal or informal. And this is + +250 +00:17:37,960 --> 00:17:41,040 +reminding us with what we said about chose now. + +251 +00:17:41,460 --> 00:17:44,160 +Use them even if they are not formal leaders. + +252 +00:17:45,200 --> 00:17:48,820 +Second, quickly, true or false? + +253 +00:17:56,920 --> 00:17:57,240 +True. + +254 +00:18:00,300 --> 00:18:03,000 +Hanin, this is reminding us with what? With the + +255 +00:18:03,000 --> 00:18:05,420 +definition of the leadership in last class. What + +256 +00:18:05,420 --> 00:18:08,300 +did we say? Leadership is the ability to influence + +257 +00:18:08,300 --> 00:18:12,660 +the others based on ability of convincing. If you + +258 +00:18:12,660 --> 00:18:14,880 +are able to convince, this means we are explaining + +259 +00:18:14,880 --> 00:18:18,580 +what? Reasons, course. Number three. + +260 +00:18:21,460 --> 00:18:24,820 +True? True. Go on, read it. Getting to know your + +261 +00:18:24,820 --> 00:18:27,560 +people well is one of the best ways to obtain + +262 +00:18:27,560 --> 00:18:29,940 +control over their resistance to change. Of + +263 +00:18:29,940 --> 00:18:34,420 +course, it's true. If you know your people or team + +264 +00:18:34,420 --> 00:18:37,000 +member well, this means you can assess their + +265 +00:18:37,000 --> 00:18:40,280 +weaknesses and strong points, and after that you + +266 +00:18:40,280 --> 00:18:43,660 +can deal with them carefully. But if you do not + +267 +00:18:43,660 --> 00:18:47,680 +know them, how are you going to deal with them? Go + +268 +00:18:47,680 --> 00:18:50,040 +to number four, correct or false? + +269 +00:18:57,850 --> 00:19:00,430 +True, true, true, true, false, not only true. + +270 +00:19:01,170 --> 00:19:03,490 +Farah, read it. It's true. + +271 +00:19:10,970 --> 00:19:11,670 +It's true. + +272 +00:19:14,730 --> 00:19:17,670 +Let's give a simple example. Let's give a simple + +273 +00:19:17,670 --> 00:19:22,970 +example. Imagine Walaa is our director. And Amna + +274 +00:19:22,970 --> 00:19:29,020 +is assistant director. And I am a salesperson. I'm + +275 +00:19:29,020 --> 00:19:30,660 +going to give you two scenarios, you tell me which + +276 +00:19:30,660 --> 00:19:33,920 +one is better. Amna is coming to my office saying + +277 +00:19:33,920 --> 00:19:38,440 +that the manager Ms. Walaa will transfer you to + +278 +00:19:38,440 --> 00:19:42,900 +another position. Scenario number two, Walaa + +279 +00:19:42,900 --> 00:19:46,540 +contacted me directly and she said please come to + +280 +00:19:46,540 --> 00:19:49,800 +my office at twelve o'clock to discuss something + +281 +00:19:49,800 --> 00:19:52,640 +important. I went over there and she explained to + +282 +00:19:52,640 --> 00:19:56,480 +me the new transfer to a new position. Which + +283 +00:19:56,480 --> 00:20:00,070 +method do you prefer? Scenario number two. Well, + +284 +00:20:00,070 --> 00:20:04,330 +this is reminding us with what? With this. So it's + +285 +00:20:04,330 --> 00:20:07,230 +usually better to hold a meeting to address entire + +286 +00:20:07,230 --> 00:20:11,330 +sales force, entire sales staff member about the + +287 +00:20:11,330 --> 00:20:14,870 +change that will affect them. Be frank, be direct. + +288 +00:20:15,970 --> 00:20:18,190 +Why we should adopt a second way or indirect way? + +289 +00:20:19,510 --> 00:20:25,570 +So it's correct 100%. Five, true or false? You + +290 +00:20:25,570 --> 00:20:28,170 +should inform your sales force as far in advance + +291 +00:20:28,170 --> 00:20:30,030 +as possible about the changes that will affect + +292 +00:20:30,030 --> 00:20:35,970 +them correctly, finally, through force. + +293 +00:20:36,130 --> 00:20:40,130 +Force. Why Halina? Because you will lose the + +294 +00:20:40,130 --> 00:20:42,070 +resistance. + +295 +00:20:43,150 --> 00:20:46,930 +Okay, when you propose a program or an idea, you + +296 +00:20:46,930 --> 00:20:50,710 +are unlikely, you are unlikely, without + +297 +00:20:50,710 --> 00:20:54,040 +possibility. to encourage or to encounter + +298 +00:20:54,040 --> 00:20:56,620 +resistance except on the most important issues + +299 +00:20:56,620 --> 00:21:02,880 +involved. It's false. You are likely to encounter + +300 +00:21:02,880 --> 00:21:06,840 +resistance. Why? This is reminding us with what we + +301 +00:21:06,840 --> 00:21:11,000 +said last class about certainty and uncertainty + +302 +00:21:11,000 --> 00:21:14,780 +and later on the feeling of safety and the lack of + +303 +00:21:14,780 --> 00:21:20,860 +feeling of safety. So it's false. Okay, let's + +304 +00:21:20,860 --> 00:21:25,220 +conclude today's class by one final word. You as a + +305 +00:21:25,220 --> 00:21:27,020 +leader and you as a manager, you are supposed to + +306 +00:21:27,020 --> 00:21:31,160 +train and orient and educate and teach. Teach who? + +307 +00:21:31,620 --> 00:21:34,560 +The rest members of the team. But this is + +308 +00:21:34,560 --> 00:21:36,160 +reminding us with the case study which we + +309 +00:21:36,160 --> 00:21:39,460 +explained last time when the sales supervisor of + +310 +00:21:39,460 --> 00:21:42,520 +the manager heard one of his employees raising his + +311 +00:21:42,520 --> 00:21:45,100 +voice over one of the account or one of the + +312 +00:21:45,100 --> 00:21:49,250 +customer. How did he fix the situation? He advised + +313 +00:21:49,250 --> 00:21:52,490 +him by giving him certain instructions, including + +314 +00:21:52,490 --> 00:21:57,330 +be patient, control your nerves, hang down the + +315 +00:21:57,330 --> 00:22:00,750 +phone, collect information and data, and later on + +316 +00:22:00,750 --> 00:22:03,950 +give him or give the customer a phone call once + +317 +00:22:03,950 --> 00:22:07,410 +again. So he's providing us or he's coaching us + +318 +00:22:07,410 --> 00:22:09,930 +with many of instructions about how we can + +319 +00:22:09,930 --> 00:22:13,490 +overcome complicated and problematic situations. + +320 +00:22:14,110 --> 00:22:19,760 +Correct? Now here all these coaching points must + +321 +00:22:19,760 --> 00:22:22,060 +be directed and indicated to the salesperson when + +322 +00:22:22,060 --> 00:22:24,880 +before they are going to dial or pick up the phone + +323 +00:22:24,880 --> 00:22:28,600 +call to make a conversation with a customer + +324 +00:22:28,600 --> 00:22:31,980 +beginning from the question number one who is + +325 +00:22:31,980 --> 00:22:35,340 +being called on and concluding by developmental + +326 +00:22:35,340 --> 00:22:39,100 +points last call all these questions must be + +327 +00:22:39,100 --> 00:22:42,460 +answered in advance somebody is going to say why + +328 +00:22:45,120 --> 00:22:47,060 +Because there is a great possibility that one of + +329 +00:22:47,060 --> 00:22:49,060 +the customers might ask you one of these + +330 +00:22:49,060 --> 00:22:51,820 +questions. So if he's going to ask you these + +331 +00:22:51,820 --> 00:22:56,480 +questions, should we tell him, okay, I, we cannot + +332 +00:22:56,480 --> 00:23:00,880 +say this. Your answer must be prepared. The same + +333 +00:23:00,880 --> 00:23:03,220 +thing we are talking about coaching during the + +334 +00:23:03,220 --> 00:23:08,100 +situation. During the sales call, like let's say + +335 +00:23:08,100 --> 00:23:10,960 +this person controls the call rather than the + +336 +00:23:10,960 --> 00:23:14,800 +account controls you. If the account is going to + +337 +00:23:14,800 --> 00:23:18,060 +control you, this is going to destroy our equation + +338 +00:23:18,060 --> 00:23:24,720 +in marketing and in sales, especially which + +339 +00:23:24,720 --> 00:23:30,060 +is related to profitability and productivity, as + +340 +00:23:30,060 --> 00:23:34,560 +we studied before. After the sales call, we are + +341 +00:23:34,560 --> 00:23:36,600 +talking about four points also which we should + +342 +00:23:36,600 --> 00:23:39,740 +mention. Ask for the self-evaluation, reinforce + +343 +00:23:39,740 --> 00:23:42,480 +positive, suggest effective responses, and keep + +344 +00:23:42,480 --> 00:23:45,380 +records. For example, why we should keep records? + +345 +00:23:46,040 --> 00:23:49,160 +In order to be sure not to phone the same account + +346 +00:23:49,160 --> 00:23:52,960 +twice within a short period of time. If you are + +347 +00:23:52,960 --> 00:23:55,120 +going to commit this terrible mistake, this is + +348 +00:23:55,120 --> 00:23:58,580 +going to leave a very bad impression about our + +349 +00:23:58,580 --> 00:24:02,360 +company as well. So these are some of the coaching + +350 +00:24:02,360 --> 00:24:07,100 +points which we should be aware of. Any question? + +351 +00:24:07,240 --> 00:24:09,740 +Any comments about this? Any question? Any + +352 +00:24:09,740 --> 00:24:15,370 +comments?طيب now we would like to finish today's + +353 +00:24:15,370 --> 00:24:17,270 +class thank you very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M.srt new file mode 100644 index 0000000000000000000000000000000000000000..3a4764b05a1e4ce11b426d31dd8faf0cca011891 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M.srt @@ -0,0 +1,1874 @@ +1 +00:00:21,010 --> 00:00:23,370 +Good morning, my name is Ghadeer Abu Nahla, + +2 +00:00:24,110 --> 00:00:28,420 +studying Business Administration, third year. I'm + +3 +00:00:28,420 --> 00:00:33,120 +going to start with the sales process model. Sales + +4 +00:00:33,120 --> 00:00:37,460 +process model is a continuation of the fourth model + +5 +00:00:37,460 --> 00:00:41,320 +that we talked about, three models of which were discussed last + +6 +00:00:41,320 --> 00:00:45,720 +lecture. The sales process model, unlike the three + +7 +00:00:45,720 --> 00:00:49,300 +previous models—single factor, portfolio model, + +8 +00:00:49,600 --> 00:00:54,340 +and decision model—depends on priority. This model, + +9 +00:00:54,560 --> 00:00:58,210 +the sales process model, depends on opportunity. This + +10 +00:00:58,210 --> 00:01:01,150 +model, unlike the previous models which focus on + +11 +00:01:01,150 --> 00:01:05,050 +the relative sales volume or profitability of the + +12 +00:01:05,050 --> 00:01:10,090 +opportunities, focuses on where + +13 +00:01:10,090 --> 00:01:13,810 +the opportunity is currently classified in the + +14 +00:01:13,810 --> 00:01:17,630 +selling process. The main idea of this model is + +15 +00:01:17,630 --> 00:01:23,130 +that it focuses on prioritizing the + +16 +00:01:23,130 --> 00:01:29,080 +opportunity, not prioritizing the accounts. One + +17 +00:01:29,080 --> 00:01:32,380 +example of a sales process model is the sales + +18 +00:01:32,380 --> 00:01:35,980 +funnel that we will talk about in the next slide. + +19 +00:01:37,980 --> 00:01:40,780 +In this model, opportunities are assigned to + +20 +00:01:40,780 --> 00:01:44,460 +different stages in the sales process according + +21 +00:01:44,460 --> 00:01:48,760 +to the probability that they will ultimately result in + +22 +00:01:48,760 --> 00:01:55,450 +a sale. In a sales funnel, we divide the + +23 +00:01:55,450 --> 00:01:58,870 +opportunities into three stages or three groups + +24 +00:01:58,870 --> 00:02:05,070 +based on the level of uncertainty in meeting the + +25 +00:02:05,070 --> 00:02:08,910 +opportunity. The first category is unqualified. + +26 +00:02:09,330 --> 00:02:12,690 +In this case, data suggests that a possible need + +27 +00:02:12,690 --> 00:02:15,150 +exists. There is a possible need. + +28 +00:02:21,770 --> 00:02:24,890 +a possible need exists and this need has not been + +29 +00:02:24,890 --> 00:02:28,850 +verified, not being verified with key people in + +30 +00:02:28,850 --> 00:02:32,690 +the account. As Ghadeer said, it is a possible + +31 +00:02:32,690 --> 00:02:36,230 +need, which means that we do not yet have any clear + +32 +00:02:36,230 --> 00:02:38,790 +answer about it; we do not yet have full + +33 +00:02:38,790 --> 00:02:40,790 +information or specifications about the product. + +34 +00:02:41,410 --> 00:02:44,850 +What we know generally is that there might be a need, + +35 +00:02:45,290 --> 00:02:48,230 +there might be a product which someone wants to purchase. + +36 +00:02:49,170 --> 00:02:53,930 +But once again, our assessment is preliminary, which + +37 +00:02:53,930 --> 00:02:58,470 +means it is in the initial stages. Go on. The + +38 +00:02:58,470 --> 00:03:02,410 +second category is qualified opportunities. + +39 +00:03:02,750 --> 00:03:06,530 +Qualified opportunities have four criteria. The + +40 +00:03:06,530 --> 00:03:11,970 +first one: the need has been verified. Now, we + +41 +00:03:11,970 --> 00:03:16,880 +have verified the need. It has become more confirmed. It + +42 +00:03:16,880 --> 00:03:19,460 +has become more obvious. Not just a probability. + +43 +00:03:20,100 --> 00:03:23,980 +Exactly. With at least one of the buying + +44 +00:03:23,980 --> 00:03:28,080 +influencers. The second criterion: this is a + +45 +00:03:28,080 --> 00:03:33,740 +confirmed intention to buy. The scenario here is + +46 +00:03:33,740 --> 00:03:40,960 +different in that we become more focused on + +47 +00:03:40,960 --> 00:03:43,200 +the verification and the intention to buy. + +48 +00:03:46,270 --> 00:03:50,110 +replace an existing one or switch suppliers. + +49 +00:03:51,110 --> 00:03:55,270 +We might buy a new product or service or + +50 +00:03:55,270 --> 00:04:00,050 +replace an existing one. The third: funding for + +51 +00:04:00,050 --> 00:04:03,870 +the purchase has been approved or already exists. + +52 +00:04:05,090 --> 00:04:11,310 +Approved or already exists. In these opportunities, + +53 +00:04:13,150 --> 00:04:21,950 +we are sure that this need is verified and the + +54 +00:04:21,950 --> 00:04:30,570 +buying decision exists. There is an identified + +55 +00:04:30,570 --> 00:04:34,880 +timeframe within which the purchase will be made. We + +56 +00:04:34,880 --> 00:04:37,760 +are sure that the purchase process will be completed. + +57 +00:04:38,340 --> 00:04:41,360 +The fourth criterion: best view opportunities. All + +58 +00:04:41,360 --> 00:04:45,040 +the buyers have been contacted and their needs + +59 +00:04:45,040 --> 00:04:50,000 +identified, in your judgment. Everything is + +60 +00:04:50,000 --> 00:04:55,260 +identified and declared. Your judgment has been + +61 +00:04:55,260 --> 00:04:58,820 +scientifically developed to make the sale. Here + +62 +00:04:58,820 --> 00:05:03,380 +is the sale. We are completing the sales process. + +63 +00:05:11,680 --> 00:05:14,960 +So this diagram clarifies the three levels of + +64 +00:05:14,960 --> 00:05:18,100 +certainty. This is the sales funnel that we + +65 +00:05:18,100 --> 00:05:20,100 +talked about in the first slide. + +66 +00:05:25,670 --> 00:05:29,310 +Sales funnel, placing the sales opportunities in + +67 +00:05:29,310 --> 00:05:33,530 +the funnel. The three categories have been set + +68 +00:05:33,530 --> 00:05:37,230 +out on the diagram: unqualified, qualified, and the best + +69 +00:05:37,230 --> 00:05:43,050 +few. Unqualified opportunities, as we see, are at the top + +70 +00:05:43,050 --> 00:05:49,900 +of the funnel. Yes, at the top, and + +71 +00:05:49,900 --> 00:05:52,920 +qualified opportunities are in the middle of the + +72 +00:05:52,920 --> 00:05:58,760 +funnel, and these qualified opportunities have been + +73 +00:05:58,760 --> 00:06:04,660 +separated into two groups, divided into two groups + +74 +00:06:05,140 --> 00:06:08,860 +according to the probability of closure— + +75 +00:06:08,860 --> 00:06:13,580 +a 50% closure probability and a 75% + +76 +00:06:13,580 --> 00:06:17,100 +closure probability. This division is to + +77 +00:06:17,100 --> 00:06:20,420 +present the current situation more clearly and + +78 +00:06:20,420 --> 00:06:22,860 +facilitate communication between the + +79 +00:06:22,860 --> 00:06:27,940 +salesperson and the sales manager. And the last + +80 +00:06:27,940 --> 00:06:32,070 +category, the best few, is at the bottom of the + +81 +00:06:32,070 --> 00:06:37,410 +funnel and has a 90% closure probability, reflecting the sales + +82 +00:06:37,410 --> 00:06:43,150 +probabilities. Each number in the bubble represents + +83 +00:06:43,150 --> 00:06:46,550 +a unique sales opportunity. As we see, there are + +84 +00:06:46,550 --> 00:06:53,550 +bubbles on every opportunity that has a number. It + +85 +00:06:53,550 --> 00:06:56,310 +would be advisable to work on your best view + +86 +00:06:56,310 --> 00:07:01,930 +opportunities first, then qualified opportunities, then if you had much more + +87 +00:07:01,930 --> 00:07:07,090 +time, you could work on unqualified opportunities. But + +88 +00:07:07,090 --> 00:07:12,870 +experts suggest a prioritization sequence of closing + +89 +00:07:12,870 --> 00:07:15,890 +your best views first, then + +90 +00:07:20,050 --> 00:07:23,550 +prospecting for unqualified opportunities, then + +91 +00:07:23,550 --> 00:07:28,550 +working on qualified opportunities. But the problem + +92 +00:07:28,550 --> 00:07:31,890 +with this approach is that when prospecting is given low priority, + +93 +00:07:31,890 --> 00:07:36,190 +it becomes infrequent. Thank you. + +94 +00:07:45,820 --> 00:07:49,420 +I'm Aisha Ramlawi, Business Administration at + +95 +00:07:49,420 --> 00:07:56,600 +Level 3. As we saw in previous lectures, we talked + +96 +00:07:56,600 --> 00:08:03,220 +about ways to manage sales opportunities. One + +97 +00:08:03,220 --> 00:08:10,980 +of these is sales versus profit. Some companies look + +98 +00:08:10,980 --> 00:08:16,410 +for profit, and some look for sales volume. + +99 +00:08:16,410 --> 00:08:27,970 +As we know, profit equals + +100 +00:08:27,970 --> 00:08:39,730 +sales volume minus the + +101 +00:08:39,730 --> 00:08:40,690 +expenses. + +102 +00:08:43,360 --> 00:08:50,360 +Costs of expenses. So some companies look to make + +103 +00:08:50,360 --> 00:08:56,880 +a profit, while others look at the size of the products + +104 +00:08:56,880 --> 00:09:05,660 +purchased. So they tend to evaluate opportunities in + +105 +00:09:05,660 --> 00:09:07,700 +terms of dollar sales. + +106 +00:09:10,410 --> 00:09:15,190 +And the main point is, for example, if we have a car + +107 +00:09:15,190 --> 00:09:18,670 +agency, a car agency. + +108 +00:09:26,360 --> 00:09:34,600 +For example, in the shoe industry. Some customers buy + +109 +00:09:34,600 --> 00:09:42,080 +shoes for 10 + +110 +00:09:42,080 --> 00:09:49,060 +shekels, 100 shekels for example, and others for 50 + +111 +00:09:49,060 --> 00:09:50,240 +shekels. + +112 +00:09:53,610 --> 00:10:02,230 +The sale of the 50 shekel shoes might generate a profit of 40 shekels, and the 100 shekel + +113 +00:10:02,230 --> 00:10:13,150 +shoes might generate only a profit of 20 shekels. So the profit in the + +114 +00:10:13,150 --> 00:10:16,770 +second scenario is lower; the reason for that is another + +115 +00:10:16,770 --> 00:10:23,160 +matter. And the main point we want to make + +116 +00:10:23,160 --> 00:10:28,300 +here is that companies and salespeople need to be + +117 +00:10:28,300 --> 00:10:32,300 +aware of the price, cost, and profit differences + +118 +00:10:32,300 --> 00:10:36,800 +between customers and allocate their sales + +119 +00:10:36,800 --> 00:10:40,540 +efforts accordingly— focusing on profit, not sales volume. + +120 +00:10:40,540 --> 00:10:44,640 +Okay. Okay, let's stop there, Aisha. Now, listen. + +121 +00:10:45,590 --> 00:10:47,490 +Let's talk about something called sales volume + +122 +00:10:47,490 --> 00:10:50,010 +versus profit. Imagine we have two food + +123 +00:10:50,010 --> 00:10:54,910 +commodities, food items. For example, we have + +124 +00:10:54,910 --> 00:10:59,830 +sugar; in comparison, we have wheat or tahini. Now + +125 +00:10:59,830 --> 00:11:05,410 +imagine we are going to purchase 100 tons of sugar + +126 +00:11:05,410 --> 00:11:10,630 +in comparison with 100 tons of wheat. Now the + +127 +00:11:10,630 --> 00:11:14,530 +price of wheat is cheaper than sugar. Now the + +128 +00:11:14,530 --> 00:11:17,550 +sales volume is the same—100 tons here, 100 tons there—but the price is different, so + +129 +00:11:17,550 --> 00:11:21,750 +the profit margin here and there will be + +130 +00:11:22,310 --> 00:11:24,050 +different, of course. So this is another + +131 +00:11:26,670 --> 00:11:30,210 +example showing that we can't always + +132 +00:11:30,210 --> 00:11:34,230 +assume that sales volume corresponds exactly to + +133 +00:11:34,230 --> 00:11:38,670 +and always reflects profit margin. That's it. Okay? + +134 +00:11:38,910 --> 00:11:45,340 +Done. And here it's not at all unusual for there + +135 +00:11:45,340 --> 00:11:51,760 +to be a 50% to 75% difference in the profitability + +136 +00:11:51,760 --> 00:11:55,800 +of customers who purchase similar quantities of a + +137 +00:11:55,800 --> 00:12:00,140 +product. Some customers purchase similar + +138 +00:12:00,140 --> 00:12:06,200 +quantities of products but at different prices and + +139 +00:12:06,200 --> 00:12:07,600 +in different quantities. + +141 +00:12:11,330 --> 00:12:15,450 +who purchase similar quantities of products but the + +142 +00:12:15,450 --> 00:12:18,910 +price differs due to customer negotiation; + +143 +00:12:18,910 --> 00:12:23,590 +some customers are skilled negotiators, + +144 +00:12:23,590 --> 00:12:28,490 +and sometimes there are + +145 +00:12:28,490 --> 00:12:35,130 +discounts offered by shops on their products, and also the size + +146 +00:12:35,130 --> 00:12:38,410 +of the product—the quantity the customer buys. + +147 +00:12:45,140 --> 00:12:51,180 +Good morning. Good morning. Good morning. Good + +148 +00:12:51,180 --> 00:12:53,460 +morning. Good morning. + +149 +00:12:58,070 --> 00:13:01,390 +Good morning. I'm Kholoud El Hijla, Business + +150 +00:13:01,390 --> 00:13:05,370 +Administration, third level. I will talk today + +151 +00:13:05,370 --> 00:13:09,350 +about customer lifetime value. It's a + +152 +00:13:09,350 --> 00:13:12,950 +summary of what we have discussed regarding the relationship + +153 +00:13:12,950 --> 00:13:18,930 +between a customer and a supplier. It represents + +154 +00:13:18,930 --> 00:13:23,210 +the supplier's expectation of the profit + +155 +00:13:23,210 --> 00:13:29,320 +they will receive from their customers. We define it + +156 +00:13:29,320 --> 00:13:33,920 +as based on the notion that the value of a customer is + +157 +00:13:34,440 --> 00:13:39,460 +the sum of the customer's discounted future flow of + +158 +00:13:39,460 --> 00:13:43,580 +profit contributions. I said that it's the + +159 +00:13:43,580 --> 00:13:48,800 +supplier's expectation of the profit they + +160 +00:13:48,800 --> 00:13:50,280 +will receive from the customer. + +161 +00:13:53,070 --> 00:14:00,530 +If we have an electrical appliance agency, + +162 +00:14:01,090 --> 00:14:09,170 +we sell refrigerators, bottled gas, and also electricity, + +163 +00:14:09,790 --> 00:14:14,890 +televisions, and so on. We expect that the customer + +164 +00:14:14,890 --> 00:14:21,910 +will buy a refrigerator and a TV, and they will also buy + +165 +00:14:21,910 --> 00:14:24,750 +other things from us. + +166 +00:14:27,310 --> 00:14:31,910 +We expect a profit from each product sold to + +167 +00:14:31,910 --> 00:14:38,350 +this customer. To determine the time value of this profit in the + +168 +00:14:38,350 --> 00:14:41,930 +lifetime value of a customer, we will calculate + +169 +00:14:41,930 --> 00:14:45,970 +the current value we will get from this customer. We will + +170 +00:14:45,970 --> 00:14:48,990 +calculate the profit from the refrigerator and the TV + +171 +00:14:48,990 --> 00:14:52,910 +and also other items that they will purchase from us + +172 +00:14:52,910 --> 00:14:58,650 +to understand how the customer will benefit us and + +173 +00:14:58,650 --> 00:15:02,050 +if we can build a sustainable relationship with + +174 +00:15:02,050 --> 00:15:07,240 +this customer or not. This term is called CLV. + +175 +00:15:13,630 --> 00:15:18,950 +So, in other words, we can define customer + +176 +00:15:18,950 --> 00:15:22,910 +lifetime value as the expected profit + +177 +00:15:22,910 --> 00:15:26,750 +that the company will generate from its relationship + +178 +00:15:26,750 --> 00:15:35,660 +with the customer. CLV has inputs; it’s + +179 +00:15:35,660 --> 00:15:40,860 +a process. It's a marketing theory with depth. + +180 +00:15:41,440 --> 00:15:46,180 +First, the company discount rate. That’s what I + +181 +00:15:46,180 --> 00:15:52,300 +mentioned in the example—the cost of capital. When we + +182 +00:15:52,300 --> 00:15:56,520 +sell a refrigerator that the customer buys from us, we + +183 +00:15:56,520 --> 00:16:01,320 +calculate the profit generated from it. We set the + +184 +00:16:01,320 --> 00:16:07,490 +cost plus the profit. We have the future value that + +185 +00:16:07,490 --> 00:16:12,810 +we expect from the customer, and we discount this + +186 +00:16:12,810 --> 00:16:17,320 +to calculate the present value of our item. Second, + +187 +00:16:17,320 --> 00:16:21,380 +the company’s planning horizon—three + +188 +00:16:21,380 --> 00:16:25,420 +years, okay, three years, five years, or ten + +189 +00:16:25,420 --> 00:16:29,700 +years. It depends; it's also related to the + +190 +00:16:29,700 --> 00:16:33,980 +third, which is the product category—if we + +191 +00:16:33,980 --> 00:16:41,900 +sell consumable goods or goods with a long lifespan; it’s + +192 +00:16:41,900 --> 00:16:47,690 +different. We expect that for a refrigerator, a customer will buy it + +193 +00:16:47,690 --> 00:16:51,390 +every three or five years, but consumable goods are purchased repeatedly. + +194 +00:16:51,390 --> 00:16:56,130 +The customer will repeatedly buy these from us. + +195 +00:16:57,430 --> 00:17:03,410 +Next, the average contribution from a purchase; it + +196 +00:17:03,410 --> 00:17:10,150 +represents what the customer gives us over the course + +197 +00:17:10,150 --> 00:17:15,540 +of our relationship. For instance, giving us publicity by + +198 +00:17:15,540 --> 00:17:18,920 +speaking with a colleague or neighbor about + +199 +00:17:18,920 --> 00:17:22,040 +our product and our efficiency. Is this a + +200 +00:17:22,040 --> 00:17:24 + +223 +00:19:28,240 --> 00:19:34,080 +continual, renewed need for our customer until the + +224 +00:19:34,080 --> 00:19:38,140 +end of his life. If his life finishes, in other + +225 +00:19:38,140 --> 00:19:42,640 +words, if he or she passes away, then the CLV is + +226 +00:19:42,640 --> 00:19:47,920 +dead. But as we are talking about this customer as a + +227 +00:19:47,920 --> 00:19:51,140 +living being, this means we can talk about + +228 +00:19:51,140 --> 00:19:56,790 +continual CLV. If you are going to disconnect your + +229 +00:19:56,790 --> 00:20:00,230 +relationship with this customer, this means you + +230 +00:20:00,230 --> 00:20:04,090 +are going to lose this CLV in order to double or + +231 +00:20:04,090 --> 00:20:08,390 +increase the profit of your company. So in this + +232 +00:20:08,390 --> 00:20:11,110 +scenario, we can understand the CLV. + +233 +00:20:19,130 --> 00:20:22,330 +We have to double our work and our effort so that + +234 +00:20:22,330 --> 00:20:25,410 +we are going to attract this customer until the end + +235 +00:20:25,410 --> 00:20:31,100 +of his life. What about the other issue? My name + +236 +00:20:31,100 --> 00:20:32,660 +is Anna Kahel. I am studying Business + +237 +00:20:32,660 --> 00:20:35,880 +Administration at the third level. Today I want to + +238 +00:20:35,880 --> 00:20:38,780 +talk about time management. We use time management + +239 +00:20:38,780 --> 00:20:42,320 +to train our programs. The significant program + +240 +00:20:42,320 --> 00:20:46,860 +gains can be made through better time management. + +241 +00:20:47,580 --> 00:20:50,900 +In the next slide, we have a figure showing the + +242 +00:20:50,900 --> 00:20:53,360 +salesperson’s time spent. Anna, before this + +243 +00:20:53,360 --> 00:20:55,800 +aside, would you mind returning? I will talk + +244 +00:20:55,800 --> 00:21:00,160 +about it later. All the time, remember, time + +245 +00:21:00,160 --> 00:21:02,500 +management is a very critical topic. We should + +246 +00:21:02,500 --> 00:21:04,660 +talk about it and we should study it in sales + +247 +00:21:04,660 --> 00:21:07,780 +management. Why? Because we sit more than once. + +248 +00:21:08,500 --> 00:21:10,440 +Time management is related to efficiency and + +249 +00:21:10,440 --> 00:21:15,420 +efficiency. Now, statistics show that if we + +250 +00:21:15,420 --> 00:21:18,820 +improve our sales management skills with a + +251 +00:21:18,820 --> 00:21:22,820 +probability of about 10%, we are going to increase + +252 +00:21:22,820 --> 00:21:30,080 +our sales volume by up to 5%. Up to 5%. So does time + +253 +00:21:30,080 --> 00:21:34,960 +matter? Of course. It is of course. It is a + +254 +00:21:34,960 --> 00:21:38,660 +critical factor. Now go on. Let’s talk about how the + +255 +00:21:38,660 --> 00:21:40,820 +salespersons are wasting or spending their own + +256 +00:21:40,820 --> 00:21:44,670 +time. They are selling face-to-face and selling + +257 +00:21:44,670 --> 00:21:51,810 +over the phone. This increased during the 1990s by + +258 +00:21:51,810 --> 00:21:59,810 +54% from 50%. Most of this increase is due to the + +259 +00:21:59,810 --> 00:22:03,830 +technology of using technology when selling. + +260 +00:22:05,830 --> 00:22:13,310 +And more than 72% of sales executives + +261 +00:22:13,310 --> 00:22:17,030 +list the phone + +262 +00:22:17,030 --> 00:22:21,410 +as the most essential technology for their + +263 +00:22:21,410 --> 00:22:25,330 +salesperson’s job. The computer and the + +264 +00:22:25,330 --> 00:22:28,910 +internet were also ranked by + +265 +00:22:28,910 --> 00:22:35,870 +sales executives as essential technologies. The task of + +266 +00:22:35,870 --> 00:22:41,550 +selling face-to-face, for the top 100 companies, is estimated that a 10%, like you said, + +267 +00:22:41,550 --> 00:22:47,070 +a 10% improvement in the time the sales force spent + +268 +00:22:47,170 --> 00:22:50,570 +selling goods results in more than a 5% increase in + +269 +00:22:50,570 --> 00:22:55,990 +overall sales value. If someone is going to ask you why + +270 +00:22:55,990 --> 00:23:00,440 +selling face-to-face is considered to be the + +271 +00:23:00,440 --> 00:23:03,220 +biggest waste of a salesperson’s time, why? + +272 +00:23:03,220 --> 00:23:06,860 +Because we said what? + +273 +00:23:08,920 --> 00:23:10,040 +Because we said what? + +274 +00:23:14,180 --> 00:23:17,180 +Good for her. Also, we mentioned this in the first + +275 +00:23:17,180 --> 00:23:20,940 +weeks of our course. We said face-to-face selling + +276 +00:23:20,940 --> 00:23:22,880 +is considered to be one of the most difficult + +277 +00:23:22,880 --> 00:23:25,480 +techniques and approaches in the field of sales. + +278 +00:23:30,650 --> 00:23:33,070 +We are going to need more time to meet with them + +279 +00:23:33,070 --> 00:23:35,670 +or her, and we are going to need more time to + +280 +00:23:35,670 --> 00:23:39,670 +convince them. So this is considered to be a very + +281 +00:23:39,670 --> 00:23:43,510 +time-wasting activity. Therefore, selling face-to-face is + +282 +00:23:43,510 --> 00:23:46,750 +considered to be the biggest time-waster. And the + +283 +00:23:46,750 --> 00:23:50,990 +lowest is service calls, based on the + +284 +00:23:50,990 --> 00:23:55,650 +probability or percentage of time salespeople + +285 +00:23:55,650 --> 00:24:01,290 +spend 13% of their time on service calls. We have + +286 +00:24:01,290 --> 00:24:05,350 +an example in a company called Kewkar + +287 +00:24:05,350 --> 00:24:10,170 +Oats, its chemical division. They are tracking + +288 +00:24:10,170 --> 00:24:15,980 +a shipment of solvent. The solvent for clients meant + +289 +00:24:15,980 --> 00:24:21,180 +numerous hours of phone calls and plenty of + +290 +00:24:21,180 --> 00:24:26,360 +headaches. Now, using QR codes, they simply + +291 +00:24:26,360 --> 00:24:29,900 +open their laptops and go to the company’s + +292 +00:24:29,900 --> 00:24:36,440 +internal website and click to view the shipment + +293 +00:24:36,440 --> 00:24:40,620 +information. In a few minutes, they are + +294 +00:24:40,620 --> 00:24:46,260 +able to tell the purchasing agents when the tank will + +295 +00:24:46,260 --> 00:24:52,100 +arrive. Administrative tasks are + +296 +00:24:52,100 --> 00:24:58,460 +very important for salespeople; they provide + +297 +00:24:58,460 --> 00:25:02,180 +customers and competitors’ information to their + +298 +00:25:02,180 --> 00:25:07,290 +companies. Waiting and + +299 +00:25:07,290 --> 00:25:12,690 +travel time for salespeople is 17% of their + +300 +00:25:12,690 --> 00:25:19,270 +time. So careful scheduling can provide a + +301 +00:25:19,270 --> 00:25:28,930 +substantial saving in travel time. Now let’s + +302 +00:25:28,930 --> 00:25:34,960 +talk about the 17% of time wasted which is spent on + +303 +00:25:34,960 --> 00:25:39,600 +traveling and waiting. Traveling and waiting. Now + +304 +00:25:39,600 --> 00:25:44,500 +listen, all the time remember our salespersons + +305 +00:25:44,500 --> 00:25:46,940 +will need a car or vehicle so that + +306 +00:25:46,940 --> 00:25:49,780 +they can reach external markets. These + +307 +00:25:49,780 --> 00:25:52,220 +external markets might be within the boundary of + +308 +00:25:52,220 --> 00:25:55,400 +our city where our agency is located or working in, + +309 +00:25:56,040 --> 00:25:59,460 +and sometimes the visits might be to external + +310 +00:25:59,460 --> 00:26:02,280 +markets in neighboring cities within the same + +311 +00:26:02,280 --> 00:26:05,700 +country, and sometimes to foreign markets in + +312 +00:26:05,700 --> 00:26:09,420 +foreign countries. So this is going to require us to + +313 +00:26:09,420 --> 00:26:12,800 +send or to ask our sales staff + +314 +00:26:12,800 --> 00:26:16,840 +members to travel. This traveling is very + +315 +00:26:16,840 --> 00:26:20,020 +effort and time-consuming. The science of sales + +316 +00:26:20,020 --> 00:26:25,220 +management teaches us, or says to us, that we + +317 +00:26:25,220 --> 00:26:28,880 +have to create something called very strict + +318 +00:26:28,880 --> 00:26:32,520 +planning and scheduling so that we are going to + +319 +00:26:32,520 --> 00:26:38,200 +minimize wasted time to the lowest level. How + +320 +00:26:38,200 --> 00:26:40,800 +can we do this? Simply, all the time + +321 +00:26:40,800 --> 00:26:43,820 +remember, we should look at something called a + +322 +00:26:43,820 --> 00:26:48,890 +route. A route refers to the way or direction of the + +323 +00:26:48,890 --> 00:26:52,250 +path we are going to take. + +324 +00:26:52,850 --> 00:26:59,110 +The path means road or way. So imagine, let’s create a + +325 +00:26:59,110 --> 00:27:02,370 +scenario. Imagine we have a company in the + +326 +00:27:02,370 --> 00:27:06,730 +district of Gaza City. So this is the district of + +327 +00:27:06,730 --> 00:27:10,770 +Gaza City. Here, we have a quarter. What’s the + +328 +00:27:10,770 --> 00:27:14,370 +name of the quarter? Hai. A quarter that is + +329 +00:27:14,370 --> 00:27:19,560 +called Shijaya. Second, we have the Tuffah quarter. + +330 +00:27:20,440 --> 00:27:23,300 +Here, on the western side, we have the Zeitoun + +331 +00:27:23,300 --> 00:27:28,160 +quarter. Here, we have the Zeitoun quarter and + +332 +00:27:28,160 --> 00:27:34,840 +so on. Let’s have a scenario where our company is + +333 +00:27:34,840 --> 00:27:40,080 +located here. If we are going to ask one of the + +334 +00:27:40,080 --> 00:27:43,380 +salespeople to go and visit and deal with + +335 +00:27:43,380 --> 00:27:47,560 +customers in these three areas, look here, + +336 +00:27:48,020 --> 00:27:51,460 +imagine our supervisor sends the + +337 +00:27:51,460 --> 00:27:56,220 +salesperson to the Shujaaya market. Later on, this + +338 +00:27:56,220 --> 00:28:01,640 +salesperson returns to our company. Now here, + +339 +00:28:01,960 --> 00:28:05,180 +we are talking about double routes or double ways. + +340 +00:28:06,420 --> 00:28:09,000 +Is this a very long time? It is a long time. Now + +341 +00:28:09,000 --> 00:28:12,610 +listen. After one or two hours, and because of + +342 +00:28:12,610 --> 00:28:15,670 +poor planning, our manager asks the sales + +343 +00:28:15,670 --> 00:28:19,430 +person again to go and + +344 +00:28:19,430 --> 00:28:23,990 +visit, for example, Zeitoun. And they dealt with + +345 +00:28:23,990 --> 00:28:25,930 +the customer there, and then returned. Now, we are + +346 +00:28:25,930 --> 00:28:31,230 +talking about a very + +347 +00:28:31,230 --> 00:28:35,410 +inefficient way of visiting and traveling to + +348 +00:28:35,410 --> 00:28:40,450 +the markets. And this is wasting time. Now what we + +349 +00:28:40,450 --> 00:28:44,330 +should do is plan. To plan, we + +350 +00:28:44,330 --> 00:28:47,630 +are talking about rules. The rule is: don’t + +351 +00:28:47,630 --> 00:28:52,250 +ever use the same route for going to and + +352 +00:28:52,250 --> 00:28:55,490 +returning from visiting your + +353 +00:28:55,490 --> 00:28:58,270 +customer. Always plan your movements and + +354 +00:28:58,270 --> 00:29:01,690 +routes according to a circular pattern. So if + +355 +00:29:01,690 --> 00:29:06,390 +you look here, let’s talk. We can create + +356 +00:29:06,390 --> 00:29:11,080 +better planning and visit all the + +357 +00:29:11,080 --> 00:29:14,100 +customers in the three markets in this way. We are + +358 +00:29:14,100 --> 00:29:17,780 +visiting the customer in the Zeitoun area here, + +359 +00:29:17,780 --> 00:29:19,820 +then we are going to go to the Shijaiya Quarter and + +360 +00:29:20,020 --> 00:29:23,140 +then to Tuffah, and then we can return. So our + +361 +00:29:23,140 --> 00:29:26,500 +movement is circular. This is + +362 +00:29:26,500 --> 00:29:31,100 +going to save us time, energy, fuel, effort, and + +363 +00:29:31,100 --> 00:29:39,640 +ultimately, cost. And ultimately, cost. Therefore, we + +364 +00:29:39,640 --> 00:29:45,400 +are talking about rules. These are rules for how we are + +365 +00:29:45,400 --> 00:29:48,820 +going to plan our routes. Number one, the + +366 +00:29:48,820 --> 00:29:56,780 +route should be circular. This is a rule. Number two, the route should never cross itself. Because + +367 +00:29:56,780 --> 00:30:00,440 +if you cross your own route, this means you + +368 +00:30:00,440 --> 00:30:03,100 +are going to waste extra time, extra effort, and + +369 +00:30:03,100 --> 00:30:06,160 +extra money. Third, the same route should never be + +370 +00:30:06,160 --> 00:30:10,950 +used to travel to and from the customer. This is a + +371 +00:30:10,950 --> 00:30:16,110 +very bad technique. And the final piece of advice: + +372 +00:30:16,110 --> 00:30:18,930 +customers in neighboring areas should be visited in + +373 +00:30:19,430 --> 00:30:22,390 +sequence. So these are realistic rules of how + +374 +00:30:22,390 --> 00:30:27,430 +we should organize our travel as salespersons. By + +375 +00:30:27,430 --> 00:30:32,940 +this way, we will minimize the time, we will + +376 +00:30:32,940 --> 00:30:36,360 +minimize the effort, and we will minimize + +377 +00:30:36,360 --> 00:30:38,680 +the cost to the lowest level. Someone + +378 +00:30:38,680 --> 00:30:43,260 +might say, is this very important + +379 +00:30:43,260 --> 00:30:45,800 +information? Of course. Mainly for what? For the + +380 +00:30:45,800 --> 00:30:50,080 +research that you are doing. Sometimes, when + +381 +00:30:50,080 --> 00:30:53,140 +you visit a sales agency in the Gaza + +382 +00:30:53,140 --> 00:30:56,540 +market, ask the manager or salesperson how + +383 +00:30:56,540 --> 00:30:59,960 +they organize their travel plans when visiting + +384 +00:30:59,960 --> 00:31:02,580 +customers. Are + +385 +00:31:02,580 --> 00:31:05,440 +they following these rules or not? If they are not + +386 +00:31:05,440 --> 00:31:08,160 +following these rules, this means they are + +387 +00:31:08,160 --> 00:31:09,940 +mis-planning their + +388 +00:31:09,940 --> 00:31:14,380 +travel and trips. This means + +389 +00:31:14,380 --> 00:31:18,160 +they are wasting extra money and effort. So these + +390 +00:31:18,160 --> 00:31:20,560 +are some tips that you should focus on in + +391 +00:31:20,560 --> 00:31:24,320 +your research paper. Any questions or comments + +392 +00:31:24,320 --> 00:31:27,380 +about this? Any questions or comments? Move on. + +394 +00:31:29,520 --> 00:31:33,360 +Number three, the same route should never be or + +395 +00:31:33,360 --> 00:31:35,340 +should not be used to travel to and from the + +396 +00:31:35,340 --> 00:31:39,800 +customer. In other words, don’t go to the + +397 +00:31:39,800 --> 00:31:41,880 +Zeitoun customer and then return back using the same + +398 +00:31:41,880 --> 00:31:45,500 +route. Don’t ever do that because this is + +399 +00:31:45,500 --> 00:31:49,160 +considered to be a big waste of time. Clear? Any + +400 +00:31:49,160 --> 00:31:52,720 +questions or comments? Now let’s move on. Now here + +401 +00:31:52,720 --> 00:31:55,120 +we will talk about something called the + +402 +00:31:55,120 --> 00:31:58,620 +biggest time wasters that might be encountered + +403 +00:31:58,620 --> 00:32:03,620 +by any salesperson. All the time, remember, the + +404 +00:32:03,620 --> 00:32:08,360 +biggest time waster is telephone interruptions. And + +405 +00:32:08,360 --> 00:32:10,920 +by the way, we can sense and feel this bad + +406 +00:32:10,920 --> 00:32:14,090 +behavior even in our daily personal lives. If you + +407 +00:32:14,090 --> 00:32:16,870 +are busy talking on your cell phone or + +408 +00:32:16,870 --> 00:32:20,670 +telephone, someone, a friend, a sister, or a mother, is + +409 +00:32:20,670 --> 00:32:22,810 +going to interrupt you and start + +410 +00:32:22,810 --> 00:32:25,330 +talking and asking you questions even though you are + +411 +00:32:25,330 --> 00:32:29,630 +in the middle of a telephone conversation. Is this annoying? + +412 +00:32:29,630 --> 00:32:32,830 +Of course it is annoying. Does it waste time? Of course, it wastes time. + +413 +00:32:32,830 --> 00:32:34,590 +The same thing can happen with + +414 +00:32:35,210 --> 00:32:36,950 +salespeople. They might be in the middle of a + +415 +00:32:36,950 --> 00:32:39,950 +phone conversation with a customer. During this + +416 +00:32:39,950 --> 00:32:44,200 +phone conversation, a colleague, a manager, a + +417 +00:32:44,200 --> 00:32:47,340 +visitor, or a friend might interrupt them. This + +418 +00:32:47,340 --> 00:32:51,520 +is considered to be one of the + +445 +00:34:25,040 --> 00:34:28,820 +meeting isn't controlled or governed by an agenda; it + +446 +00:34:28,820 --> 00:34:31,660 +is going to be spontaneous or unplanned. It is + +447 +00:34:31,660 --> 00:34:38,060 +going to be just a resource of time; a time waster. Number + +448 +00:34:38,060 --> 00:34:40,080 +six, lack of objectives, priorities, and + +449 +00:34:40,080 --> 00:34:42,280 +deadlines. Number seven, indecision or + +450 +00:34:42,280 --> 00:34:44,240 +procrastination. What's the meaning of + +451 +00:34:44,240 --> 00:34:50,240 +procrastination? Exactly. Number eight, attempting + +452 +00:34:50,240 --> 00:34:52,980 +too much at once, leaving tasks unfinished, and + +453 +00:34:52,980 --> 00:34:57,520 +finally, unclear communication. So reason number + +454 +00:34:57,520 --> 00:35:01,580 +one for the time waster, or for the time wasting, is + +455 +00:35:01,580 --> 00:35:07,700 +exactly. Let's conclude now. We are going to + +456 +00:35:07,700 --> 00:35:11,480 +conclude this chapter by talking about an author + +457 +00:35:11,480 --> 00:35:15,580 +whose name is Stephen Covey. Stephen Covey is + +458 +00:35:15,580 --> 00:35:19,860 +saying if we would like to organize our time, we + +459 +00:35:19,860 --> 00:35:23,460 +have to think according to two variables. Variable + +460 +00:35:23,460 --> 00:35:26,760 +number one, we call it urgency, and the meaning + +461 +00:35:26,760 --> 00:35:30,440 +of urgency is time pressure. Variable number two, + +462 +00:35:30,760 --> 00:35:35,020 +we call it importance, which means meeting your + +463 +00:35:35,020 --> 00:35:39,270 +objectives. Now if you are going to talk about + +464 +00:35:39,270 --> 00:35:42,390 +urgency, urgency sometimes it can be low and it + +465 +00:35:42,390 --> 00:35:45,870 +can be high. Importance is the same thing; it can + +466 +00:35:45,870 --> 00:35:50,470 +be low and it can be high. Now our tasks, which we + +467 +00:35:50,470 --> 00:35:53,090 +are going to finish, they might be categorized + +468 +00:35:53,090 --> 00:35:57,010 +according to these two variables. If the task is + +469 +00:35:57,010 --> 00:36:00,630 +going to be classified as recreation, this is a + +470 +00:36:00,630 --> 00:36:04,370 +task. This means that this task, which is called + +471 +00:36:04,370 --> 00:36:07,850 +recreation, it has a very low importance while at + +472 +00:36:07,850 --> 00:36:11,250 +the same time it has a very low urgency. This + +473 +00:36:11,250 --> 00:36:14,250 +means it is going to have priority number four, + +474 +00:36:14,250 --> 00:36:19,370 +which means we have extra time to do it, which + +475 +00:36:19,370 --> 00:36:24,570 +means it isn't very important to do it now. The + +476 +00:36:24,570 --> 00:36:27,370 +opposite scenario: if the task will be listed here, + +477 +00:36:28,720 --> 00:36:31,600 +if the task will be listed here, then we are + +478 +00:36:31,600 --> 00:36:34,240 +talking about a task whose name is emergency, + +479 +00:36:35,140 --> 00:36:38,920 +which means this emergency, or this task, it has a + +480 +00:36:38,920 --> 00:36:42,020 +very high importance. At the same time, it has a + +481 +00:36:42,020 --> 00:36:47,220 +very high urgency. Then can we postpone it? Can we + +482 +00:36:47,220 --> 00:36:51,020 +say it is a minor issue? We cannot. It must be + +483 +00:36:51,020 --> 00:36:55,140 +done and it must be done now. Exactly, priority + +484 +00:36:55,140 --> 00:37:00,450 +number one, as well as it. Later on, we are + +485 +00:37:00,450 --> 00:37:04,810 +talking about two scenarios. A scenario where we + +486 +00:37:04,810 --> 00:37:08,810 +are going to have a task here. If the task is + +487 +00:37:08,810 --> 00:37:11,550 +here, then we are talking about personal growth. + +488 +00:37:12,390 --> 00:37:15,490 +If you are going to ask, or think, or dig into the + +489 +00:37:15,490 --> 00:37:18,050 +meaning of personal growth, we can say personal + +490 +00:37:18,050 --> 00:37:22,090 +growth means training, personal growth means + +491 +00:37:22,090 --> 00:37:26,510 +education, personal growth means advising. Now + +492 +00:37:26,510 --> 00:37:30,630 +let's ask ourselves, education and training they + +493 +00:37:30,630 --> 00:37:34,250 +have what? A high importance, but look at here; they + +494 +00:37:34,250 --> 00:37:37,430 +have low urgency, which means if you are not going + +495 +00:37:37,430 --> 00:37:39,690 +to give your staff member training this month, + +496 +00:37:39,690 --> 00:37:43,590 +October, we can postpone it to November because of + +497 +00:37:43,590 --> 00:37:46,990 +this; we are saying it has what? A low urgency, but + +498 +00:37:46,990 --> 00:37:50,750 +high importance; because of this we can classify it + +499 +00:37:50,750 --> 00:37:55,100 +to be priority number three. Finally, we are going + +500 +00:37:55,100 --> 00:37:57,700 +to talk about the tasks which are classified as + +501 +00:37:57,700 --> 00:38:01,960 +time-wasters. The task, if it is a time waster, it + +502 +00:38:01,960 --> 00:38:05,260 +means it has a very low importance, but at the + +503 +00:38:05,260 --> 00:38:09,200 +same time it is having high urgency. If it is + +504 +00:38:09,200 --> 00:38:12,000 +having high urgency, this means we do not have + +505 +00:38:12,000 --> 00:38:15,480 +enough time to finish it. Even though when we are + +506 +00:38:15,480 --> 00:38:18,180 +saying, "I want you to be attentive," when we are + +507 +00:38:18,180 --> 00:38:21,760 +saying this task has a low importance, it doesn't + +508 +00:38:21,760 --> 00:38:25,740 +mean we should ignore it. It must be done. But + +509 +00:38:25,740 --> 00:38:27,740 +regarding its importance, regarding its + +510 +00:38:27,740 --> 00:38:30,160 +relationship with our objectives, its relationship + +511 +00:38:30,160 --> 00:38:33,980 +is low. But remember, the time here is running + +512 +00:38:33,980 --> 00:38:37,820 +out on us and the deadline is approaching us. If + +513 +00:38:37,820 --> 00:38:40,200 +the deadline is approaching us, this means it must + +514 +00:38:40,200 --> 00:38:43,400 +be done. Because of this, we can rank it to be + +515 +00:38:43,400 --> 00:38:48,610 +number four. This is the ideology which was proposed by + +516 +00:38:48,610 --> 00:38:52,930 +Stephen Covey about how we should manage our own + +517 +00:38:52,930 --> 00:38:56,450 +time. Any questions, any comments about anything + +518 +00:38:56,450 --> 00:39:05,070 +related to chapter number three? Yes. Okay, thank + +519 +00:39:05,070 --> 00:39:06,550 +you very much, and that's it. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..04b6a1158787e95fbe004782c0f0e07ce05b30f5 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_postprocess.srt @@ -0,0 +1,2076 @@ +1 +00:00:21,010 --> 00:00:23,370 +Good morning, my name is Ghadeer Abu Nahla, + +2 +00:00:24,110 --> 00:00:28,420 +studying Business Administration, third year. I'm + +3 +00:00:28,420 --> 00:00:33,120 +gonna start with the sales process model. Sales + +4 +00:00:33,120 --> 00:00:37,460 +process model is a continuing of the fourth model + +5 +00:00:37,460 --> 00:00:41,320 +that we talked about, three models of them last + +6 +00:00:41,320 --> 00:00:45,720 +lecture. Sales process model, while the three + +7 +00:00:45,720 --> 00:00:49,300 +previous models, single factor, portfolio model, + +8 +00:00:49,600 --> 00:00:54,340 +decision model, depend on priority. This model, + +9 +00:00:54,560 --> 00:00:58,210 +sales process model, depend on opportunity. This + +10 +00:00:58,210 --> 00:01:01,150 +model, unlike the previous models which focus on + +11 +00:01:01,150 --> 00:01:05,050 +the relative sales volume or profitability of the + +12 +00:01:05,050 --> 00:01:10,090 +opportunities, sales process models focus where + +13 +00:01:10,090 --> 00:01:13,810 +the opportunity is currently classified in the + +14 +00:01:13,810 --> 00:01:17,630 +selling process. The main idea of this model is + +15 +00:01:17,630 --> 00:01:23,130 +that it is focused on prioritizing the + +16 +00:01:23,130 --> 00:01:29,080 +opportunity, not prioritizing the accounts. One + +17 +00:01:29,080 --> 00:01:32,380 +example of ceiling process model is the cells + +18 +00:01:32,380 --> 00:01:35,980 +funnel that we will talk about in the next slide. + +19 +00:01:37,980 --> 00:01:40,780 +In this model, opportunities are assigned to + +20 +00:01:40,780 --> 00:01:44,460 +different stages in the ceiling process according + +21 +00:01:44,460 --> 00:01:48,760 +to the probability that will ultimately result in + +22 +00:01:48,760 --> 00:01:55,450 +the cells. In sales funnel, we divide the + +23 +00:01:55,450 --> 00:01:58,870 +opportunities into three stages or three groups + +24 +00:01:58,870 --> 00:02:05,070 +based on the level of uncertainty in meeting the + +25 +00:02:05,070 --> 00:02:08,910 +opportunity. The first opportunity is unqualified. + +26 +00:02:09,330 --> 00:02:12,690 +In this case, data suggests that the possible need + +27 +00:02:12,690 --> 00:02:15,150 +exists. There is a possible need. + +28 +00:02:21,770 --> 00:02:24,890 +possible need exists and this need not being + +29 +00:02:24,890 --> 00:02:28,850 +verified, not being verified with a key people in + +30 +00:02:28,850 --> 00:02:32,690 +the account. As Ghadeer said, it is a possible + +31 +00:02:32,690 --> 00:02:36,230 +need, which means till now we do not have any cut + +32 +00:02:36,230 --> 00:02:38,790 +answer about it, till now we do not have full + +33 +00:02:38,790 --> 00:02:40,790 +information or specification about the product. + +34 +00:02:41,410 --> 00:02:44,850 +What we know generally is that it might be a need, + +35 +00:02:45,290 --> 00:02:48,230 +it might be a product which we want to purchase. + +36 +00:02:49,170 --> 00:02:53,930 +But once again, our decision is primary, which + +37 +00:02:53,930 --> 00:02:58,470 +means it is in the initial stages. Go on. The + +38 +00:02:58,470 --> 00:03:02,410 +second opportunity is qualified opportunities. + +39 +00:03:02,750 --> 00:03:06,530 +Qualified opportunities have four criteria. The + +40 +00:03:06,530 --> 00:03:11,970 +first one, the need has been verified. Now. We + +41 +00:03:11,970 --> 00:03:16,880 +verify the need. It became more confirmed. It + +42 +00:03:16,880 --> 00:03:19,460 +became more obvious. Not just probability. + +43 +00:03:20,100 --> 00:03:23,980 +Exactly. With at least one of the buying + +44 +00:03:23,980 --> 00:03:28,080 +influences. The second criteria, this is a + +45 +00:03:28,080 --> 00:03:33,740 +confirmed intention to buy. The scenario here is + +46 +00:03:33,740 --> 00:03:40,960 +different that there we become more focusing on + +47 +00:03:40,960 --> 00:03:43,200 +the verifying and the intention to buy. + +48 +00:03:46,270 --> 00:03:50,110 +replaced an existing one or switched the supplier. + +49 +00:03:51,110 --> 00:03:55,270 +We might buy the new product or service or + +50 +00:03:55,270 --> 00:04:00,050 +replacing an existing one. The three funding for + +51 +00:04:00,050 --> 00:04:03,870 +the purchase has been approved or already exist. + +52 +00:04:05,090 --> 00:04:11,310 +Approved or already exist. In this opportunities, + +53 +00:04:13,150 --> 00:04:21,950 +we are sure that this need is verified and the + +54 +00:04:21,950 --> 00:04:30,570 +buying decision exists. There is an identified + +55 +00:04:30,570 --> 00:04:34,880 +timeframe with which the purchase will be made. We + +56 +00:04:34,880 --> 00:04:37,760 +are sure that the purchase process will be made. + +57 +00:04:38,340 --> 00:04:41,360 +The third criteria best view opportunities. All + +58 +00:04:41,360 --> 00:04:45,040 +the buyers have been contacted and their needs + +59 +00:04:45,040 --> 00:04:50,000 +identified in your judgment. Everything is + +60 +00:04:50,000 --> 00:04:55,260 +identified and declared. Your judgment has been + +61 +00:04:55,260 --> 00:04:58,820 +scientifically developed to make the sales. Here + +62 +00:04:58,820 --> 00:05:03,380 +is the sales. We make the sales process. + +63 +00:05:11,680 --> 00:05:14,960 +So this diagram is clarifying the three levels of + +64 +00:05:14,960 --> 00:05:18,100 +the certainty. This is the cells funnel that we + +65 +00:05:18,100 --> 00:05:20,100 +talked about in the first slide. + +66 +00:05:25,670 --> 00:05:29,310 +Cells funnel, placing the cells opportunities in + +67 +00:05:29,310 --> 00:05:33,530 +the funnel. The three opportunities has been set + +68 +00:05:33,530 --> 00:05:37,230 +on the diagram, unqualified, qualified, the best + +69 +00:05:37,230 --> 00:05:43,050 +few. Unqualified opportunities as we see is out of + +70 +00:05:43,050 --> 00:05:49,900 +the top of the funnel. Yes, of the top and + +71 +00:05:49,900 --> 00:05:52,920 +qualified opportunities is in the middle on the + +72 +00:05:52,920 --> 00:05:58,760 +funnel and this qualified opportunities has been + +73 +00:05:58,760 --> 00:06:04,660 +separated into two groups, divided into two groups + +74 +00:06:05,140 --> 00:06:08,860 +According to the probability of closure + +75 +00:06:08,860 --> 00:06:13,580 +probability into 50% closure probability and 75% + +76 +00:06:13,580 --> 00:06:17,100 +of closure probability, this division is to + +77 +00:06:17,100 --> 00:06:20,420 +portray the current situation more clearly and + +78 +00:06:20,420 --> 00:06:22,860 +facilitate the communication between the + +79 +00:06:22,860 --> 00:06:27,940 +salesperson and the sales managers. And the last + +80 +00:06:27,940 --> 00:06:32,070 +is best view is on the bottom of the slide. of the + +81 +00:06:32,070 --> 00:06:37,410 +funnel has a 90% of closure probability, the sales + +82 +00:06:37,410 --> 00:06:43,150 +probabilities. Each number of the bubble represent + +83 +00:06:43,150 --> 00:06:46,550 +a unique selling opportunities. As we see there's + +84 +00:06:46,550 --> 00:06:53,550 +bubbles on every opportunity that has a number. it + +85 +00:06:53,550 --> 00:06:56,310 +would be advisable to work on your best view + +86 +00:06:56,310 --> 00:07:01,930 +first, then qualified, then if we had much more + +87 +00:07:01,930 --> 00:07:07,090 +time, we work on unqualified opportunities. But + +88 +00:07:07,090 --> 00:07:12,870 +experts suggest prioritization sequence as closing + +89 +00:07:12,870 --> 00:07:15,890 +your best view first, then + +90 +00:07:20,050 --> 00:07:23,550 +Prospecting for the unqualified opportunities then + +91 +00:07:23,550 --> 00:07:28,550 +work to qualified opportunities. But the problem + +92 +00:07:28,550 --> 00:07:31,890 +with this approach is when given low priority + +93 +00:07:31,890 --> 00:07:36,190 +prospecting become rarely to happen. Thank you. + +94 +00:07:45,820 --> 00:07:49,420 +I'm Aisha Ramlawi, Business Administration at + +95 +00:07:49,420 --> 00:07:56,600 +Level 3. As we see in previous lectures, we talk + +96 +00:07:56,600 --> 00:08:03,220 +about ways to manage the sales opportunities. One + +97 +00:08:03,220 --> 00:08:10,980 +of them, sales versus profit. Some companies look + +98 +00:08:10,980 --> 00:08:16,410 +for profit and some of them look for volume of + +99 +00:08:16,410 --> 00:08:27,970 +sales. As we know, the profit equals + +100 +00:08:27,970 --> 00:08:39,730 +the sales volume minus the + +101 +00:08:39,730 --> 00:08:40,690 +expense. + +102 +00:08:43,360 --> 00:08:50,360 +Cost of expenses. So some companies look to make + +103 +00:08:50,360 --> 00:08:56,880 +profit or some they look to the size of products + +104 +00:08:56,880 --> 00:09:05,660 +buys. So they tend to evaluate opportunities in + +105 +00:09:05,660 --> 00:09:07,700 +terms of dollar sales. + +106 +00:09:10,410 --> 00:09:15,190 +And the main point, for example, we have agency + +107 +00:09:15,190 --> 00:09:18,670 +CAR. CAR agency. + +108 +00:09:26,360 --> 00:09:34,600 +For example, shoes industry. Some customers buy + +109 +00:09:34,600 --> 00:09:42,080 +Bershaz's shoes with 10 + +110 +00:09:42,080 --> 00:09:49,060 +shekels, 100 shekels for example and another 50 + +111 +00:09:49,060 --> 00:09:50,240 +shekels. + +112 +00:09:53,610 --> 00:10:02,230 +May the sales make profit 40 and in the 100 shekel + +113 +00:10:02,230 --> 00:10:13,150 +it may make just 20 shekel. So the profit in the + +114 +00:10:13,150 --> 00:10:16,770 +second scenario, the secret of that is another + +115 +00:10:16,770 --> 00:10:23,160 +one. And then the main point we would like to make + +116 +00:10:23,160 --> 00:10:28,300 +here that the companies and sales people need to + +117 +00:10:28,300 --> 00:10:32,300 +aware of the price, cost and profit differences + +118 +00:10:32,300 --> 00:10:36,800 +between the customers and allocated their sales + +119 +00:10:36,800 --> 00:10:40,540 +efforts accordingly the profit, not the volume of + +120 +00:10:40,540 --> 00:10:44,640 +sales. Okay. Okay, stop here, Aisha. Now listen. + +121 +00:10:45,590 --> 00:10:47,490 +Let's talk about something called sales volume + +122 +00:10:47,490 --> 00:10:50,010 +versus profit. Imagine we have two food + +123 +00:10:50,010 --> 00:10:54,910 +commodities, food items. For example, we have + +124 +00:10:54,910 --> 00:10:59,830 +sugar in comparison we have wheat, tahini. Now + +125 +00:10:59,830 --> 00:11:05,410 +imagine we are going to purchase 100 tons of sugar + +126 +00:11:05,410 --> 00:11:10,630 +in comparison with 100 tons of wheat. Now the + +127 +00:11:10,630 --> 00:11:14,530 +price of wheat is cheaper than sugar now. Now the + +128 +00:11:14,530 --> 00:11:17,550 +volume of the sales volume is the same, 100 ton + +129 +00:11:17,550 --> 00:11:21,750 +here, 100 ton there, but the price is the same, + +130 +00:11:22,310 --> 00:11:24,050 +the margin of profit here and there is going to be + +131 +00:11:24,050 --> 00:11:26,670 +the same, of course not. So this is another + +132 +00:11:26,670 --> 00:11:30,210 +example by which we can say, all the time + +133 +00:11:30,210 --> 00:11:34,230 +remember, sales volume isn't referring exactly and + +134 +00:11:34,230 --> 00:11:38,670 +always to the margin of profit. That's it. Okay? + +135 +00:11:38,910 --> 00:11:45,340 +Gone. And here it's not at all unusual for there + +136 +00:11:45,340 --> 00:11:51,760 +to be a 50 to 75% difference in the profitability + +137 +00:11:51,760 --> 00:11:55,800 +of customers who purchases similar quantity of a + +138 +00:11:55,800 --> 00:12:00,140 +product. Some of customers purchases a similar + +139 +00:12:00,140 --> 00:12:06,200 +quantity of products but in different prices and + +140 +00:12:06,200 --> 00:12:07,600 +in different quantities. + +141 +00:12:11,330 --> 00:12:15,450 +who purchases similar quantity of products and the + +142 +00:12:15,450 --> 00:12:18,910 +price is different because the negotiation of + +143 +00:12:18,910 --> 00:12:23,590 +customers some customers have a high skills in + +144 +00:12:23,590 --> 00:12:28,490 +negotiation in prices and sometimes there are + +145 +00:12:28,490 --> 00:12:35,130 +discounts from shops for its product and the size + +146 +00:12:35,130 --> 00:12:38,410 +of the product the customers buy it + +147 +00:12:45,140 --> 00:12:51,180 +Good morning. Good morning. Good morning. Good + +148 +00:12:51,180 --> 00:12:53,460 +morning. Good morning. + +149 +00:12:58,070 --> 00:13:01,390 +Good morning. I'm Kholoud El Hijla, Business + +150 +00:13:01,390 --> 00:13:05,370 +Administration, third level. I will today talk + +151 +00:13:05,370 --> 00:13:09,350 +about the customer lifetime value. It's just a + +152 +00:13:09,350 --> 00:13:12,950 +summary for what we talked about the relationship + +153 +00:13:12,950 --> 00:13:18,930 +between the customer and the supplier. It seems + +154 +00:13:18,930 --> 00:13:23,210 +like expectation of the supplier to the profit + +155 +00:13:23,210 --> 00:13:29,320 +which he will get from his customer. We define it + +156 +00:13:29,320 --> 00:13:33,920 +as based on the notion that the value of customer, + +157 +00:13:34,440 --> 00:13:39,460 +the sum of the customer's discounted flow of + +158 +00:13:39,460 --> 00:13:43,580 +profit contribution into the future. I said that + +159 +00:13:43,580 --> 00:13:48,800 +expectation of the supplier to the profit which he + +160 +00:13:48,800 --> 00:13:50,280 +will get from the customer. + +161 +00:13:53,070 --> 00:14:00,530 +If we electronic electricity agency, + +162 +00:14:01,090 --> 00:14:09,170 +we sell fridge, boto gas and also electricity, + +163 +00:14:09,790 --> 00:14:14,890 +television and so on. We expect that the customer + +164 +00:14:14,890 --> 00:14:21,910 +buy from us fridge and TV and also he will buy + +165 +00:14:21,910 --> 00:14:24,750 +from us another thing. + +166 +00:14:27,310 --> 00:14:31,910 +We expect in each product we have a profit from + +167 +00:14:31,910 --> 00:14:38,350 +this customer. The time value of of a profit we in + +168 +00:14:38,350 --> 00:14:41,930 +the lifetime value of customer we will calculate + +169 +00:14:41,930 --> 00:14:45,970 +the current value we will get from the customer we + +170 +00:14:45,970 --> 00:14:48,990 +calculate the profit from the fridge and the tv + +171 +00:14:48,990 --> 00:14:52,910 +and also the other item he will purchase from us + +172 +00:14:52,910 --> 00:14:58,650 +to know how how the customer will benefit us and + +173 +00:14:58,650 --> 00:15:02,050 +if we can build a sustainable relationship with + +174 +00:15:02,050 --> 00:15:07,240 +this customer or notThis term we called it CLV + +175 +00:15:13,630 --> 00:15:18,950 +So, in other words, we can define the customer + +176 +00:15:18,950 --> 00:15:22,910 +lifetime value as the value expected of a profit + +177 +00:15:22,910 --> 00:15:26,750 +which the company will generate from its relation + +178 +00:15:26,750 --> 00:15:35,660 +with the customer. The CLV have inputs to its It's + +179 +00:15:35,660 --> 00:15:40,860 +a process. It's a marketing theory in its depth. + +180 +00:15:41,440 --> 00:15:46,180 +First, the company discount rate. That's what I + +181 +00:15:46,180 --> 00:15:52,300 +mentioned in the example, cost of capital. When we + +182 +00:15:52,300 --> 00:15:56,520 +sell the fridge which he will buy from us, we + +183 +00:15:56,520 --> 00:16:01,320 +calculate the profit generated from it. We set the + +184 +00:16:01,320 --> 00:16:07,490 +cost plus the profit. We had the future value that + +185 +00:16:07,490 --> 00:16:12,810 +we expect from the customer. And we deducted this + +186 +00:16:12,810 --> 00:16:17,320 +to calculate the current value of our item. Second + +187 +00:16:17,320 --> 00:16:21,380 +thing which is the company planning horizon three + +188 +00:16:21,380 --> 00:16:25,420 +years horizon okay three years five years or ten + +189 +00:16:25,420 --> 00:16:29,700 +years it depends on the it's related also to the + +190 +00:16:29,700 --> 00:16:33,980 +second which is the product category like if we + +191 +00:16:33,980 --> 00:16:41,900 +sell a consumable good or good have long life it's + +192 +00:16:41,900 --> 00:16:47,690 +different We expect for the fridge, he will buy it + +193 +00:16:47,690 --> 00:16:51,390 +every three years or every five years, but the + +194 +00:16:51,390 --> 00:16:56,130 +consumable goods repeatedly he will buy from us. + +195 +00:16:57,430 --> 00:17:03,410 +Now the average contribution from the purchase, it + +196 +00:17:03,410 --> 00:17:10,150 +seems like what the customer give us in the life + +197 +00:17:10,150 --> 00:17:15,540 +of our relation. Why? giving us a publicity by + +198 +00:17:15,540 --> 00:17:18,920 +speaking with a colleague or with a neighbor about + +199 +00:17:18,920 --> 00:17:22,040 +our product and about our efficiency. Is this a + +200 +00:17:22,040 --> 00:17:24,240 +kind of contribution to our purchase? Yes. Of + +201 +00:17:24,240 --> 00:17:32,500 +course. And finally. Finally, the supplier share + +202 +00:17:32,500 --> 00:17:39,100 +of total category purchased by calculating CAM. a + +203 +00:17:39,100 --> 00:17:43,360 +lifetime value of customer, we can able to know + +204 +00:17:43,360 --> 00:17:47,480 +about the average customer value truly worth to + +205 +00:17:47,480 --> 00:17:52,380 +our company. It depends on the company's + +206 +00:17:52,380 --> 00:17:57,900 +competitors. We expect that those are our + +207 +00:17:57,900 --> 00:18:04,870 +customers and we have competitors. Okay, now I + +208 +00:18:04,870 --> 00:18:09,010 +expect I have a share for the market 80% from the + +209 +00:18:09,010 --> 00:18:13,770 +customer belonging to me and the 20% is to my + +210 +00:18:13,770 --> 00:18:20,170 +competitor product competitive product. I in the + +211 +00:18:20,170 --> 00:18:27,800 +safe side in this situation if I If I have 20% or + +212 +00:18:27,800 --> 00:18:33,000 +less than what I expect, then I will put a + +213 +00:18:33,000 --> 00:18:36,980 +strategic sales plan to generate new customers or + +214 +00:18:36,980 --> 00:18:40,520 +build a stronger relation with my customers. + +215 +00:18:54,840 --> 00:18:59,420 +This human being, he or she, all the time, they + +216 +00:18:59,420 --> 00:19:04,920 +will need something called regenerated needs. For + +217 +00:19:04,920 --> 00:19:10,600 +example, today we bought a kilo of bread. The kilo + +218 +00:19:10,600 --> 00:19:12,640 +of bread is going to be enough for our family for + +219 +00:19:12,640 --> 00:19:15,360 +about two days or three days. After the three + +220 +00:19:15,360 --> 00:19:19,120 +days, our need will be renewed. Therefore, we are + +221 +00:19:19,120 --> 00:19:24,060 +going to revive once again. So the CRD, it refers + +222 +00:19:24,800 --> 00:19:27,960 +As Khaloud said, it refers to the sustainable, + +223 +00:19:28,240 --> 00:19:34,080 +continual, renewed need of our customer till the + +224 +00:19:34,080 --> 00:19:38,140 +end of his life. If his life finished, in other + +225 +00:19:38,140 --> 00:19:42,640 +words, if he or she passed away, then the CLV is + +226 +00:19:42,640 --> 00:19:47,920 +dead. But as we are talking about this customer as + +227 +00:19:47,920 --> 00:19:51,140 +a living being, this means we can talk about + +228 +00:19:51,140 --> 00:19:56,790 +continual CLV. If you are going to disconnect your + +229 +00:19:56,790 --> 00:20:00,230 +relationship with this customer, this means you + +230 +00:20:00,230 --> 00:20:04,090 +are going to lose this CLV in order to double or + +231 +00:20:04,090 --> 00:20:08,390 +increase the profit of your citizens. So in this + +232 +00:20:08,390 --> 00:20:11,110 +scenario, we can understand the CLV. + +233 +00:20:19,130 --> 00:20:22,330 +We have to double our work and our effort so that + +234 +00:20:22,330 --> 00:20:25,410 +we are going to attract this customer till the end + +235 +00:20:25,410 --> 00:20:31,100 +of his life. What about the other issue? My name + +236 +00:20:31,100 --> 00:20:32,660 +is Anna Kahel. I'm studying Business + +237 +00:20:32,660 --> 00:20:35,880 +Administration at third level. Today I want to + +238 +00:20:35,880 --> 00:20:38,780 +talk about time management. We use time management + +239 +00:20:38,780 --> 00:20:42,320 +to training our programs. The significant programs + +240 +00:20:42,320 --> 00:20:46,860 +gains can be made through better time management. + +241 +00:20:47,580 --> 00:20:50,900 +In the next slide we have the figure show the + +242 +00:20:50,900 --> 00:20:53,360 +sales person spend their time. Anna, before this + +243 +00:20:53,360 --> 00:20:55,800 +aside, would you mind to return back? I will talk + +244 +00:20:55,800 --> 00:21:00,160 +about it later. All the time, remember, time + +245 +00:21:00,160 --> 00:21:02,500 +management is a very critical topic. We should + +246 +00:21:02,500 --> 00:21:04,660 +talk about it and we should study it in sales + +247 +00:21:04,660 --> 00:21:07,780 +management. Why? Because we sit more than once. + +248 +00:21:08,500 --> 00:21:10,440 +Time management is related to efficiency and + +249 +00:21:10,440 --> 00:21:15,420 +efficiency. Now, statistics is showing that if we + +250 +00:21:15,420 --> 00:21:18,820 +improve our sales management skills with a + +251 +00:21:18,820 --> 00:21:22,820 +probability of about 10%, we are going to increase + +252 +00:21:22,820 --> 00:21:30,080 +our sales volume up to 5%. Up to 5%. So does time + +253 +00:21:30,080 --> 00:21:34,960 +matter? Of course. It is of course. It is a + +254 +00:21:34,960 --> 00:21:38,660 +critical fact. Now go on. Let's talk about how the + +255 +00:21:38,660 --> 00:21:40,820 +sales persons are wasting or spending their own + +256 +00:21:40,820 --> 00:21:44,670 +time. They're selling face-to-face and selling + +257 +00:21:44,670 --> 00:21:51,810 +over the phone. They increased during the 1990s of + +258 +00:21:51,810 --> 00:21:59,810 +54% from 50%. Most of this increasing due to the + +259 +00:21:59,810 --> 00:22:03,830 +technology of using technology when we're selling. + +260 +00:22:05,830 --> 00:22:13,310 +And there is more than 72% of sales executives + +261 +00:22:13,310 --> 00:22:17,030 +list phone + +262 +00:22:17,030 --> 00:22:21,410 +as technology and the most and most essential of + +263 +00:22:21,410 --> 00:22:25,330 +their salesperson's job. And the computer and the + +264 +00:22:25,330 --> 00:22:28,910 +intercomputer and the internet also ranked by + +265 +00:22:28,910 --> 00:22:35,870 +sales executives as essential technology. The task + +266 +00:22:35,870 --> 00:22:41,550 +selling face-to-face, it's face-to-face for down + +267 +00:22:41,550 --> 00:22:47,070 +100 companies estimated that a 10% like you said, + +268 +00:22:47,170 --> 00:22:50,570 +a 10% improvement in the time sales force spent + +269 +00:22:50,570 --> 00:22:55,990 +selling goods greater than more 5% in overall + +270 +00:22:55,990 --> 00:23:00,440 +sales value. If somebody is going to ask you why + +271 +00:23:00,440 --> 00:23:03,220 +selling face-to-face is considered to be the + +272 +00:23:03,220 --> 00:23:06,860 +biggest waste of the time of the salesperson, why? + +273 +00:23:08,920 --> 00:23:10,040 +Because we said what? + +274 +00:23:14,180 --> 00:23:17,180 +Good for her. Also we mentioned this in the first + +275 +00:23:17,180 --> 00:23:20,940 +weeks of our course. We said face-to-face selling + +276 +00:23:20,940 --> 00:23:22,880 +is considered to be one of the most difficult + +277 +00:23:22,880 --> 00:23:25,480 +techniques and approaches in the field of sales. + +278 +00:23:30,650 --> 00:23:33,070 +We are going to need more time to meet with them + +279 +00:23:33,070 --> 00:23:35,670 +or her, and we are going to need more time to + +280 +00:23:35,670 --> 00:23:39,670 +convince them. So this is considered to be a very + +281 +00:23:39,670 --> 00:23:43,510 +time-wasting. Therefore, selling face-to-face is + +282 +00:23:43,510 --> 00:23:46,750 +considered to be the biggest time-waster. And the + +283 +00:23:46,750 --> 00:23:50,990 +lowest one is service calls, based on the + +284 +00:23:50,990 --> 00:23:55,650 +probability or percentage of Salesperson, they + +285 +00:23:55,650 --> 00:24:01,290 +spend 13% of their time on service call. We have + +286 +00:24:01,290 --> 00:24:05,350 +the example in the company, it's called Kewkar + +287 +00:24:05,350 --> 00:24:10,170 +Oats, it's for chemical division. They're tracking + +288 +00:24:10,170 --> 00:24:15,980 +a shipment of solvent. solvement for clients meant + +289 +00:24:15,980 --> 00:24:21,180 +numerous hours of phone calls and plenty of + +290 +00:24:21,180 --> 00:24:26,360 +headaches. Now the QR codes using, they simply + +291 +00:24:26,360 --> 00:24:29,900 +open their laptops and go to the company's + +292 +00:24:29,900 --> 00:24:36,440 +internal website and click to put on its shipment + +293 +00:24:36,440 --> 00:24:40,620 +information and in the a few minutes, they are + +294 +00:24:40,620 --> 00:24:46,260 +able to tell the purchasing gains, the tank will + +295 +00:24:46,260 --> 00:24:52,100 +arrive in the somewhere. Administrative tax, it's + +296 +00:24:52,100 --> 00:24:58,460 +very important to salesperson, they are provide + +297 +00:24:58,460 --> 00:25:02,180 +the customers and competitors information to their + +298 +00:25:02,180 --> 00:25:07,290 +information about their companies. Waiting and + +299 +00:25:07,290 --> 00:25:12,690 +travel salesperson, they are spending 17% of their + +300 +00:25:12,690 --> 00:25:19,270 +time. So careful scheduling can provide a + +301 +00:25:19,270 --> 00:25:28,930 +substantial saving in travel time. Now let's + +302 +00:25:28,930 --> 00:25:34,960 +talk about The 17% time waster which is spent on + +303 +00:25:34,960 --> 00:25:39,600 +traveling and waiting. Traveling and waiting. Now + +304 +00:25:39,600 --> 00:25:44,500 +listen, all the time remember our sales persons + +305 +00:25:44,500 --> 00:25:46,940 +they are going to need a car or vehicle so that + +306 +00:25:46,940 --> 00:25:49,780 +they are going to reach external markets. These + +307 +00:25:49,780 --> 00:25:52,220 +external markets might be within the boundary of + +308 +00:25:52,220 --> 00:25:55,400 +our city where our agency is built or working in, + +309 +00:25:56,040 --> 00:25:59,460 +and sometimes the visits might be for external + +310 +00:25:59,460 --> 00:26:02,280 +markets in the neighboring cities within the same + +311 +00:26:02,280 --> 00:26:05,700 +country, and sometimes to foreign markets in + +312 +00:26:05,700 --> 00:26:09,420 +foreign countries. So this is going to require us + +313 +00:26:09,420 --> 00:26:12,800 +to send or to make or to ask our sales staff + +314 +00:26:12,800 --> 00:26:16,840 +member to go and travel. This traveling is very + +315 +00:26:16,840 --> 00:26:20,020 +effort and time consuming. The science of sales + +316 +00:26:20,020 --> 00:26:25,220 +management is teaching us or is saying to us, we + +317 +00:26:25,220 --> 00:26:28,880 +have to make something called a very strict + +318 +00:26:28,880 --> 00:26:32,520 +planning and scheduling, so that we are going to + +319 +00:26:32,520 --> 00:26:38,200 +minimize the wasted time to the lowest level. How + +320 +00:26:38,200 --> 00:26:40,800 +we are going to make this? Simply all the time + +321 +00:26:40,800 --> 00:26:43,820 +remember, we should look about something called + +322 +00:26:43,820 --> 00:26:48,890 +drought. Route, it refers to the way or to the + +323 +00:26:48,890 --> 00:26:52,250 +direction of the path which we are going to take. + +324 +00:26:52,850 --> 00:26:59,110 +The path means road or way. So imagine, let's make + +325 +00:26:59,110 --> 00:27:02,370 +a scenario. Imagine we are having a company in the + +326 +00:27:02,370 --> 00:27:06,730 +district of Gaza City. So this is the district of + +327 +00:27:06,730 --> 00:27:10,770 +the Gaza City. Here, we have a quarter. What's the + +328 +00:27:10,770 --> 00:27:14,370 +name of the quarter? Hai. A quarter which is + +329 +00:27:14,370 --> 00:27:19,560 +called Shijaya. Second, we have the apple quarter. + +330 +00:27:20,440 --> 00:27:23,300 +Here, on the western side, we are having the sand + +331 +00:27:23,300 --> 00:27:28,160 +quarter. Here, we are having the olive quarter and + +332 +00:27:28,160 --> 00:27:34,840 +so on. Let's have a scenario where our company is + +333 +00:27:34,840 --> 00:27:40,080 +founded here. If we are going to ask one of the + +334 +00:27:40,080 --> 00:27:43,380 +salesperson to go and to visit and to deal with + +335 +00:27:43,380 --> 00:27:47,560 +customers in these three areas, Look at here, + +336 +00:27:48,020 --> 00:27:51,460 +imagine our supervisor is going to send the + +337 +00:27:51,460 --> 00:27:56,220 +salesperson to Shujaaya market. Later on, this + +338 +00:27:56,220 --> 00:28:01,640 +salesperson returns back to our company. Now here, + +339 +00:28:01,960 --> 00:28:05,180 +we are talking about double routes or double ways. + +340 +00:28:06,420 --> 00:28:09,000 +Is it a very long time? It's a long time. Now + +341 +00:28:09,000 --> 00:28:12,610 +listen. After one hour or two hours, and because + +342 +00:28:12,610 --> 00:28:15,670 +of the mis-planning, our manager asked the sales + +343 +00:28:15,670 --> 00:28:19,430 +manager once again, or the salesperson, to go and + +344 +00:28:19,430 --> 00:28:23,990 +visit, for example, in Zaytoon. And he dealt with + +345 +00:28:23,990 --> 00:28:25,930 +the customer over there, and later back, he + +346 +00:28:25,930 --> 00:28:31,230 +returned back. Now, we are talking about a very + +347 +00:28:31,230 --> 00:28:35,410 +bad way of visiting and accessing and traveling to + +348 +00:28:35,410 --> 00:28:40,450 +the markets. And this is wasting time. Now what we + +349 +00:28:40,450 --> 00:28:44,330 +should do all the time we have to plan. To plan we + +350 +00:28:44,330 --> 00:28:47,630 +are talking about rules. The rule is saying don't + +351 +00:28:47,630 --> 00:28:52,250 +ever cross the route which you are going to use or + +352 +00:28:52,250 --> 00:28:55,490 +don't ever use the route for going to and + +353 +00:28:55,490 --> 00:28:58,270 +returning back while you are visiting your + +354 +00:28:58,270 --> 00:29:01,690 +customer. All the time you draw your movements and + +355 +00:29:01,690 --> 00:29:06,390 +routes according to a circular prospectum. So if + +356 +00:29:06,390 --> 00:29:11,080 +you are going to look here Let's talk. We can make + +357 +00:29:11,080 --> 00:29:14,100 +a better planning and we can visit all the + +358 +00:29:14,100 --> 00:29:17,780 +customers in the three markets by this way. We are + +359 +00:29:17,780 --> 00:29:19,820 +visiting the customer in the Zaytun area here, + +360 +00:29:20,020 --> 00:29:23,140 +then we are going to go to Shijaiya Quarter and + +361 +00:29:23,140 --> 00:29:26,500 +then we are going to Tuffah and later back we can + +362 +00:29:26,500 --> 00:29:31,100 +return back. So our movement is circular. This is + +363 +00:29:31,100 --> 00:29:39,640 +going to save us time, energy, gas, effort, and by + +364 +00:29:39,640 --> 00:29:45,400 +the end, cost. And by the end, cost. Therefore, we + +365 +00:29:45,400 --> 00:29:48,820 +are talking about rules. These rules of how we are + +366 +00:29:48,820 --> 00:29:52,620 +going to draw our own routes. Number one, the + +367 +00:29:52,620 --> 00:29:56,780 +route should be circular. This is a rule. Number + +368 +00:29:56,780 --> 00:30:00,440 +two, the route should never cross itself. Because + +369 +00:30:00,440 --> 00:30:03,100 +if you are going to cross yourself, this means you + +370 +00:30:03,100 --> 00:30:06,160 +are going to waste extra time or extra effort and + +371 +00:30:06,160 --> 00:30:10,950 +extra money. Third, the same route should never be + +372 +00:30:10,950 --> 00:30:16,110 +used to travel to and from the customer. This is a + +373 +00:30:16,110 --> 00:30:18,930 +very bad technique. And the final advice, + +374 +00:30:19,430 --> 00:30:22,390 +customers in neighboring area should be visited in + +375 +00:30:22,390 --> 00:30:27,430 +sequence. So these are the realistic rules of how + +376 +00:30:27,430 --> 00:30:32,940 +we should organize our travel as sales persons. By + +377 +00:30:32,940 --> 00:30:36,360 +this way, we are going to minimize the time, we + +378 +00:30:36,360 --> 00:30:38,680 +are going to minimize the effort, and we are going + +379 +00:30:38,680 --> 00:30:43,260 +to minimize the cost to the lowest level. Somebody + +380 +00:30:43,260 --> 00:30:45,800 +is going to say, is this a very important + +381 +00:30:45,800 --> 00:30:50,080 +information? Of course. Mainly for what? For the + +382 +00:30:50,080 --> 00:30:53,140 +research which you are making. Sometimes whenever + +383 +00:30:53,140 --> 00:30:56,540 +you are going to visit a sales agency in the Gaza + +384 +00:30:56,540 --> 00:30:59,960 +market, ask the manager or ask the salesperson how + +385 +00:30:59,960 --> 00:31:02,580 +you are organizing your travel plan when you are + +386 +00:31:02,580 --> 00:31:05,440 +going to visit the customers here or there. Are + +387 +00:31:05,440 --> 00:31:08,160 +they following these rules or not? If they are not + +388 +00:31:08,160 --> 00:31:09,940 +following these rules, this means they are mis + +389 +00:31:09,940 --> 00:31:14,380 +-planning their own travel and trips. This means + +390 +00:31:14,380 --> 00:31:18,160 +they are wasting extra money and efforts. So these + +391 +00:31:18,160 --> 00:31:20,560 +are one of the tips which you should focus on in + +392 +00:31:20,560 --> 00:31:24,320 +your research paper. Any questions, any comments + +393 +00:31:24,320 --> 00:31:27,380 +about this? Any questions, any comments? Move on. + +394 +00:31:29,520 --> 00:31:33,360 +Number three, the same route should never be or + +395 +00:31:33,360 --> 00:31:35,340 +should not be used to travel to and from the + +396 +00:31:35,340 --> 00:31:39,800 +customer. In other words, don't go here to the + +397 +00:31:39,800 --> 00:31:41,880 +Zaytoon customer and then return back to the same + +398 +00:31:41,880 --> 00:31:45,500 +route. Don't ever do that because this is + +399 +00:31:45,500 --> 00:31:49,160 +considered to be a very wasting time. Clear? Any + +400 +00:31:49,160 --> 00:31:52,720 +questions or comments? Now let's move on. Now here + +401 +00:31:52,720 --> 00:31:55,120 +we are going to talk about something called the + +402 +00:31:55,120 --> 00:31:58,620 +biggest time wasters, which might be encountered + +403 +00:31:58,620 --> 00:32:03,620 +by any salespeople. All the time remember, the + +404 +00:32:03,620 --> 00:32:08,360 +biggest time waster is telephone interruption. And + +405 +00:32:08,360 --> 00:32:10,920 +by the way, we can sense and feel this bad + +406 +00:32:10,920 --> 00:32:14,090 +behavior even in our daily personal life. If you + +407 +00:32:14,090 --> 00:32:16,870 +are going to be busy talking through cell phone or + +408 +00:32:16,870 --> 00:32:20,670 +telephone, some friend or a sister or a mother is + +409 +00:32:20,670 --> 00:32:22,810 +going to go and interrupt you and she will begin + +410 +00:32:22,810 --> 00:32:25,330 +talking and asking you even though you are in the + +411 +00:32:25,330 --> 00:32:29,630 +middle of telephone conversation. Is this teasing + +412 +00:32:29,630 --> 00:32:32,830 +you? Of course it is teasing us. Is it going to + +413 +00:32:32,830 --> 00:32:34,590 +waste time? Of course it is going to waste time. + +414 +00:32:35,210 --> 00:32:36,950 +The same thing might be happened with the + +415 +00:32:36,950 --> 00:32:39,950 +salesperson. They might be in the middle of a + +416 +00:32:39,950 --> 00:32:44,200 +phone conversation with a customer. During this + +417 +00:32:44,200 --> 00:32:47,340 +phone conversation, a colleague, a manager, a + +418 +00:32:47,340 --> 00:32:51,520 +visitor, a friend might interrupt him or her. This + +419 +00:32:51,520 --> 00:32:53,600 +is considered to be one of the biggest time + +420 +00:32:53,600 --> 00:32:57,880 +wastes. A second one, drop-in visitors. Drop-in + +421 +00:32:57,880 --> 00:33:01,200 +visitors, it refers to visitors who are coming to + +422 +00:33:01,200 --> 00:33:04,880 +you suddenly, without an advance appointment, + +423 +00:33:05,760 --> 00:33:09,830 +without an advance notice. And sometimes this is + +424 +00:33:09,830 --> 00:33:13,010 +happening for our personal life. A neighbor is + +425 +00:33:13,010 --> 00:33:17,810 +going to drop in. Or a relative. Or a friend. Is + +426 +00:33:17,810 --> 00:33:21,350 +this a nice behavior? No. Why? Because we might be + +427 +00:33:21,350 --> 00:33:25,110 +busy in doing other stuff. Therefore, this is + +428 +00:33:25,110 --> 00:33:27,470 +considered to be the biggest two reasons. Four + +429 +00:33:27,470 --> 00:33:31,230 +times worse. The third thing is for lack of self + +430 +00:33:31,230 --> 00:33:36,630 +discipline. If you, you as a human being, if you + +431 +00:33:36,630 --> 00:33:39,450 +do not have the skill or the talent to organize + +432 +00:33:39,450 --> 00:33:42,090 +your life and organize your priorities and tasks, + +433 +00:33:42,350 --> 00:33:45,150 +this is going to be the third reason for the time + +434 +00:33:45,150 --> 00:33:48,890 +wasting. The fourth one, crisis, where we cannot + +435 +00:33:48,890 --> 00:33:52,530 +control them. Crisis, it is related to our own + +436 +00:33:52,530 --> 00:33:52,950 +fate. + +437 +00:33:55,750 --> 00:33:59,910 +The fifth, meetings. Listen here. Meetings are + +438 +00:33:59,910 --> 00:34:02,870 +critical and they are important in the science of + +439 +00:34:02,870 --> 00:34:07,150 +administration. But sometimes meetings can be + +440 +00:34:07,150 --> 00:34:09,870 +classified to be a weapon with two swords or a + +441 +00:34:09,870 --> 00:34:14,390 +sword with two edges. If the meeting is controlled + +442 +00:34:14,390 --> 00:34:18,250 +by a strict agenda with a specific item and each + +443 +00:34:18,250 --> 00:34:21,730 +item is allocated a specific amount of time, it is + +444 +00:34:21,730 --> 00:34:25,040 +going to be very useful and helpful. But if the + +445 +00:34:25,040 --> 00:34:28,820 +meeting isn't controlled or governed by agenda, it + +446 +00:34:28,820 --> 00:34:31,660 +is going to be spontaneous or unplanned. It is + +447 +00:34:31,660 --> 00:34:38,060 +going to be just a resource of time waster. Number + +448 +00:34:38,060 --> 00:34:40,080 +six, lack of objectives, priorities, and + +449 +00:34:40,080 --> 00:34:42,280 +deadlines. Number seven, indecision or + +450 +00:34:42,280 --> 00:34:44,240 +procrastination. What's the meaning of + +451 +00:34:44,240 --> 00:34:50,240 +procrastination? Exactly. Number eight, attempting + +452 +00:34:50,240 --> 00:34:52,980 +too much at once, leaving tasks unfinished, and + +453 +00:34:52,980 --> 00:34:57,520 +finally, unclear communication. So reason number + +454 +00:34:57,520 --> 00:35:01,580 +one for the time waster or for the time wasting is + +455 +00:35:01,580 --> 00:35:07,700 +exactly. Let's conclude now. We are going to + +456 +00:35:07,700 --> 00:35:11,480 +conclude this chapter by talking about an author + +457 +00:35:11,480 --> 00:35:15,580 +whose name is Stephen Cowboy. Stephen Cowboy is + +458 +00:35:15,580 --> 00:35:19,860 +saying if we would like to organize our time, we + +459 +00:35:19,860 --> 00:35:23,460 +have to think according to two variables. Variable + +460 +00:35:23,460 --> 00:35:26,760 +number one, we called it urgency, and the meaning + +461 +00:35:26,760 --> 00:35:30,440 +of urgency is time pressure. Variable number two, + +462 +00:35:30,760 --> 00:35:35,020 +we called it importance, which means meeting your + +463 +00:35:35,020 --> 00:35:39,270 +objectives. Now if you are going to talk about + +464 +00:35:39,270 --> 00:35:42,390 +urgency, urgency sometimes it can be low and it + +465 +00:35:42,390 --> 00:35:45,870 +can be high. Importance is the same thing, it can + +466 +00:35:45,870 --> 00:35:50,470 +be low and it can be high. Now our tasks which we + +467 +00:35:50,470 --> 00:35:53,090 +are going to finish, they might be categorized + +468 +00:35:53,090 --> 00:35:57,010 +according to these two variables. If the task is + +469 +00:35:57,010 --> 00:36:00,630 +going to be classified to be recreation, this is a + +470 +00:36:00,630 --> 00:36:04,370 +task. This means that this task which is called + +471 +00:36:04,370 --> 00:36:07,850 +recreation it has a very low importance while at + +472 +00:36:07,850 --> 00:36:11,250 +the same time it has a very low urgency. This + +473 +00:36:11,250 --> 00:36:14,250 +means it is going to have priority number four + +474 +00:36:14,250 --> 00:36:19,370 +which means we have extra time to do it which + +475 +00:36:19,370 --> 00:36:24,570 +means it isn't very important to do it now. The + +476 +00:36:24,570 --> 00:36:27,370 +opposite scenario if the task will be listed here + +477 +00:36:28,720 --> 00:36:31,600 +If the task will be listed here, then we are + +478 +00:36:31,600 --> 00:36:34,240 +talking about a task whose name is emergency, + +479 +00:36:35,140 --> 00:36:38,920 +which means this emergency or this task, it has a + +480 +00:36:38,920 --> 00:36:42,020 +very high importance. At the same time, it has a + +481 +00:36:42,020 --> 00:36:47,220 +very high urgency. Then can we postpone it? Can we + +482 +00:36:47,220 --> 00:36:51,020 +say it is a minor issue? We cannot. It must be + +483 +00:36:51,020 --> 00:36:55,140 +done and it must be done now. Exactly, priority + +484 +00:36:55,140 --> 00:37:00,450 +number one, as well as it. Later on, we are + +485 +00:37:00,450 --> 00:37:04,810 +talking about two scenarios. A scenario where we + +486 +00:37:04,810 --> 00:37:08,810 +are going to have a task here. If the task is + +487 +00:37:08,810 --> 00:37:11,550 +here, then we are talking about personal growth. + +488 +00:37:12,390 --> 00:37:15,490 +If you are going to ask or think or dig in the + +489 +00:37:15,490 --> 00:37:18,050 +meaning of personal growth, we can say personal + +490 +00:37:18,050 --> 00:37:22,090 +growth means training, personal growth means + +491 +00:37:22,090 --> 00:37:26,510 +education, personal growth means advising. Now + +492 +00:37:26,510 --> 00:37:30,630 +let's ask ourselves, education and training they + +493 +00:37:30,630 --> 00:37:34,250 +have what a high importance but look at here they + +494 +00:37:34,250 --> 00:37:37,430 +have low urgency which means if you are not going + +495 +00:37:37,430 --> 00:37:39,690 +to give your staff member training this month + +496 +00:37:39,690 --> 00:37:43,590 +october we can postpone it to november because of + +497 +00:37:43,590 --> 00:37:46,990 +this we are saying it has what a low urgency but + +498 +00:37:46,990 --> 00:37:50,750 +high importance because of this we can classify it + +499 +00:37:50,750 --> 00:37:55,100 +to be priority number three Finally, we are going + +500 +00:37:55,100 --> 00:37:57,700 +to talk about the tasks which are classified to be + +501 +00:37:57,700 --> 00:38:01,960 +time-wasted. The task if it is a time waster, it + +502 +00:38:01,960 --> 00:38:05,260 +means it has a very low importance, but at the + +503 +00:38:05,260 --> 00:38:09,200 +same time it is having high urgency. If it is + +504 +00:38:09,200 --> 00:38:12,000 +having high urgency, this means we do not have + +505 +00:38:12,000 --> 00:38:15,480 +enough time to finish it. Even though when we are + +506 +00:38:15,480 --> 00:38:18,180 +saying I want you to be attentive, when we are + +507 +00:38:18,180 --> 00:38:21,760 +saying this task has a low importance, it doesn't + +508 +00:38:21,760 --> 00:38:25,740 +mean we should ignore it. It must be done. But + +509 +00:38:25,740 --> 00:38:27,740 +regarding its importance, regarding its + +510 +00:38:27,740 --> 00:38:30,160 +relationship with our objectives, its relationship + +511 +00:38:30,160 --> 00:38:33,980 +is law. But remember, the time here is running + +512 +00:38:33,980 --> 00:38:37,820 +after us and the deadline is approaching us. If + +513 +00:38:37,820 --> 00:38:40,200 +the deadline is approaching us, this means it must + +514 +00:38:40,200 --> 00:38:43,400 +be done. Because of this, we can rank it to be + +515 +00:38:43,400 --> 00:38:48,610 +number This is the ideology which was proposed by + +516 +00:38:48,610 --> 00:38:52,930 +Stephen Covey about how we should manage our own + +517 +00:38:52,930 --> 00:38:56,450 +time. Any questions, any comments about anything + +518 +00:38:56,450 --> 00:39:05,070 +related to chapter number three? Yes. Okay, thank + +519 +00:39:05,070 --> 00:39:06,550 +you very much and that's it. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..9d94aee1a22eca975e06af2712bc3c024374b38b --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 2665, "start": 21.01, "end": 26.65, "text": " Good morning, my name is Ghadeer Abu Nahla, studying Business Administration, third year.", "tokens": [2205, 2446, 11, 452, 1315, 307, 20321, 762, 260, 26874, 13933, 875, 11, 7601, 10715, 17187, 11, 2636, 1064, 13], "avg_logprob": -0.2840401728947957, "compression_ratio": 1.0588235294117647, "no_speech_prob": 0.0, "words": [{"start": 21.01, "end": 21.31, "word": " Good", "probability": 0.744140625}, {"start": 21.31, "end": 21.67, "word": " morning,", "probability": 0.84228515625}, {"start": 21.93, "end": 22.01, "word": " my", "probability": 0.93408203125}, {"start": 22.01, "end": 22.21, "word": " name", "probability": 0.90234375}, {"start": 22.21, "end": 22.35, "word": " is", "probability": 0.94970703125}, {"start": 22.35, "end": 22.67, "word": " Ghadeer", "probability": 0.7513020833333334}, {"start": 22.67, "end": 22.85, "word": " Abu", "probability": 0.54638671875}, {"start": 22.85, "end": 23.37, "word": " Nahla,", "probability": 0.8271484375}, {"start": 24.11, "end": 24.55, "word": " studying", "probability": 0.92431640625}, {"start": 24.55, "end": 24.99, "word": " Business", "probability": 0.50048828125}, {"start": 24.99, "end": 25.81, "word": " Administration,", "probability": 0.94140625}, {"start": 26.03, "end": 26.31, "word": " third", "probability": 0.75244140625}, {"start": 26.31, "end": 26.65, "word": " year.", "probability": 0.89111328125}], "temperature": 1.0}, {"id": 2, "seek": 5674, "start": 27.66, "end": 56.74, "text": " I'm gonna start with the sales process model. 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The first opportunity is unqualified. In this case, data suggests that the possible need exists. There is a possible need.", "tokens": [682, 5763, 24515, 11, 321, 9845, 264, 4786, 666, 1045, 10232, 420, 1045, 3935, 2361, 322, 264, 1496, 295, 15697, 294, 3440, 264, 2650, 13, 440, 700, 2650, 307, 517, 46094, 13, 682, 341, 1389, 11, 1412, 13409, 300, 264, 1944, 643, 8198, 13, 821, 307, 257, 1944, 643, 13], "avg_logprob": -0.17034313550182417, "compression_ratio": 1.6296296296296295, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 111.21000000000001, "end": 112.01, "word": " In", "probability": 0.82470703125}, {"start": 112.01, "end": 112.33, "word": " sales", "probability": 0.48193359375}, {"start": 112.33, "end": 112.63, "word": " funnel,", "probability": 0.9638671875}, {"start": 113.21, "end": 113.73, "word": " we", "probability": 0.95849609375}, {"start": 113.73, "end": 115.01, "word": " divide", "probability": 0.92919921875}, {"start": 115.01, "end": 115.45, "word": " the", "probability": 0.90966796875}, {"start": 115.45, "end": 116.09, "word": " opportunities", "probability": 0.9365234375}, {"start": 116.09, "end": 116.41, "word": " into", "probability": 0.84814453125}, {"start": 116.41, "end": 116.75, "word": " three", "probability": 0.9150390625}, {"start": 116.75, "end": 117.39, "word": " stages", "probability": 0.95166015625}, {"start": 117.39, "end": 118.13, "word": " or", "probability": 0.66455078125}, {"start": 118.13, "end": 118.37, "word": " three", "probability": 0.9326171875}, {"start": 118.37, "end": 118.87, "word": " groups", "probability": 0.94384765625}, {"start": 118.87, "end": 121.69, "word": " based", "probability": 0.63671875}, {"start": 121.69, "end": 121.93, "word": " on", "probability": 0.94873046875}, {"start": 121.93, "end": 122.11, "word": " the", "probability": 0.912109375}, {"start": 122.11, "end": 122.35, "word": " level", "probability": 0.9267578125}, {"start": 122.35, "end": 122.57, "word": " of", "probability": 0.9697265625}, {"start": 122.57, "end": 123.11, "word": " uncertainty", "probability": 0.9052734375}, {"start": 123.11, "end": 123.75, "word": " in", "probability": 0.78857421875}, {"start": 123.75, "end": 124.33, "word": " meeting", "probability": 0.369384765625}, {"start": 124.33, "end": 125.07, "word": " the", "probability": 0.9072265625}, {"start": 125.07, "end": 125.71, "word": " opportunity.", "probability": 0.90625}, {"start": 126.25, "end": 126.43, "word": " The", "probability": 0.87744140625}, {"start": 126.43, "end": 126.75, "word": " first", "probability": 0.89794921875}, {"start": 126.75, "end": 127.85, "word": " opportunity", "probability": 0.70654296875}, {"start": 127.85, "end": 128.25, "word": " is", "probability": 0.9404296875}, {"start": 128.25, "end": 128.91, "word": " unqualified.", "probability": 0.962890625}, {"start": 129.33, "end": 129.47, "word": " In", "probability": 0.95751953125}, {"start": 129.47, "end": 129.75, "word": " this", "probability": 0.943359375}, {"start": 129.75, "end": 130.13, "word": " case,", "probability": 0.90478515625}, {"start": 130.63, "end": 130.89, "word": " data", "probability": 0.87060546875}, {"start": 130.89, "end": 131.39, "word": " suggests", "probability": 0.61181640625}, {"start": 131.39, "end": 131.79, "word": " that", "probability": 0.92919921875}, {"start": 131.79, "end": 131.95, "word": " the", "probability": 0.5693359375}, {"start": 131.95, "end": 132.33, "word": " possible", "probability": 0.9462890625}, {"start": 132.33, "end": 132.69, "word": " need", "probability": 0.84716796875}, {"start": 132.69, "end": 133.25, "word": " exists.", "probability": 0.81787109375}, {"start": 133.65, "end": 133.95, "word": " There", "probability": 0.78759765625}, {"start": 133.95, "end": 134.11, "word": " is", "probability": 0.92578125}, {"start": 134.11, "end": 134.31, "word": " a", "probability": 0.99560546875}, {"start": 134.31, "end": 134.63, "word": " possible", "probability": 0.95458984375}, {"start": 134.63, "end": 135.15, "word": " need.", "probability": 0.9375}], "temperature": 1.0}, {"id": 6, "seek": 16823, "start": 141.77, "end": 168.23, "text": " possible need exists and this need not being verified, not being verified with a key people in the account. As Ghadeer said, it is a possible need, which means till now we do not have any cut answer about it, till now we do not have full information or specification about the product. What we know generally is that it might be a need, it might be a product which we want to purchase.", "tokens": [1944, 643, 8198, 293, 341, 643, 406, 885, 31197, 11, 406, 885, 31197, 365, 257, 2141, 561, 294, 264, 2696, 13, 1018, 20321, 762, 260, 848, 11, 309, 307, 257, 1944, 643, 11, 597, 1355, 4288, 586, 321, 360, 406, 362, 604, 1723, 1867, 466, 309, 11, 4288, 586, 321, 360, 406, 362, 1577, 1589, 420, 31256, 466, 264, 1674, 13, 708, 321, 458, 5101, 307, 300, 309, 1062, 312, 257, 643, 11, 309, 1062, 312, 257, 1674, 597, 321, 528, 281, 8110, 13], "avg_logprob": -0.22867646708207973, "compression_ratio": 1.787037037037037, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 141.77, "end": 142.23, "word": " possible", "probability": 0.303955078125}, {"start": 142.23, "end": 142.57, "word": " need", "probability": 0.76806640625}, {"start": 142.57, "end": 143.07, "word": " exists", "probability": 0.544921875}, {"start": 143.07, "end": 143.67, "word": " and", "probability": 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Go on. The second opportunity is qualified opportunities. Qualified opportunities have four criteria. The first one, the need has been verified. Now. 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It became more obvious. Not just probability. Exactly. With at least one of the buying influences. The second criteria, this is a confirmed intention to buy. 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The third criteria best view opportunities. All the buyers have been contacted and their needs identified in your judgment. Everything is identified and declared. Your judgment has been scientifically developed to make the sales. Here is the sales. 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But the problem with this approach is when given low priority prospecting become rarely to happen. Thank you.", "tokens": [26024, 1043, 278, 337, 264, 517, 46094, 4786, 550, 589, 281, 15904, 4786, 13, 583, 264, 1154, 365, 341, 3109, 307, 562, 2212, 2295, 9365, 15005, 278, 1813, 13752, 281, 1051, 13, 1044, 291, 13], "avg_logprob": -0.14973957712451616, "compression_ratio": 1.4477611940298507, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 440.05, "end": 440.83, "word": " Prospecting", "probability": 0.8875325520833334}, {"start": 440.83, "end": 441.07, "word": " for", "probability": 0.9169921875}, {"start": 441.07, "end": 441.25, "word": " the", "probability": 0.865234375}, {"start": 441.25, "end": 441.87, "word": " unqualified", "probability": 0.972412109375}, {"start": 441.87, "end": 443.09, "word": " opportunities", "probability": 0.931640625}, {"start": 443.09, "end": 443.55, "word": " then", "probability": 0.69580078125}, {"start": 443.55, "end": 444.35, "word": " work", "probability": 0.72216796875}, {"start": 444.35, "end": 444.59, "word": " to", "probability": 0.94677734375}, {"start": 444.59, "end": 445.41, "word": " qualified", "probability": 0.8330078125}, {"start": 445.41, "end": 446.51, "word": " opportunities.", "probability": 0.87548828125}, {"start": 447.43, "end": 447.91, "word": " But", "probability": 0.923828125}, {"start": 447.91, "end": 448.19, "word": " the", "probability": 0.87109375}, {"start": 448.19, "end": 448.55, "word": " problem", "probability": 0.873046875}, {"start": 448.55, "end": 448.81, "word": " with", "probability": 0.89697265625}, {"start": 448.81, "end": 448.99, "word": " this", "probability": 0.943359375}, {"start": 448.99, "end": 449.45, "word": " approach", "probability": 0.9384765625}, {"start": 449.45, "end": 449.81, "word": " is", "probability": 0.9208984375}, {"start": 449.81, "end": 450.11, "word": " when", "probability": 0.86376953125}, {"start": 450.11, "end": 450.45, "word": " given", "probability": 0.8671875}, {"start": 450.45, "end": 450.85, "word": " low", "probability": 0.80322265625}, {"start": 450.85, "end": 451.89, "word": " priority", "probability": 0.92529296875}, {"start": 451.89, "end": 452.89, "word": " prospecting", "probability": 0.771728515625}, {"start": 452.89, "end": 453.73, "word": " become", "probability": 0.7041015625}, {"start": 453.73, "end": 454.45, "word": " rarely", "probability": 0.81298828125}, {"start": 454.45, "end": 454.69, "word": " to", "probability": 0.96630859375}, {"start": 454.69, "end": 454.99, "word": " happen.", "probability": 0.9140625}, {"start": 455.57, "end": 455.93, "word": " Thank", "probability": 0.87841796875}, {"start": 455.93, "end": 456.19, "word": " you.", "probability": 0.94921875}], "temperature": 1.0}, {"id": 19, "seek": 49268, "start": 465.82, "end": 492.68, "text": " I'm Aisha Ramlawi, Business Administration at Level 3. As we see in previous lectures, we talk about ways to manage the sales opportunities. One of them, sales versus profit. Some companies look for profit", "tokens": [286, 478, 316, 16546, 9078, 5901, 72, 11, 10715, 17187, 412, 16872, 805, 13, 1018, 321, 536, 294, 3894, 16564, 11, 321, 751, 466, 2098, 281, 3067, 264, 5763, 4786, 13, 1485, 295, 552, 11, 5763, 5717, 7475, 13, 2188, 3431, 574, 337, 7475], "avg_logprob": -0.27031250264909534, "compression_ratio": 1.3376623376623376, "no_speech_prob": 0.0, "words": [{"start": 465.82, "end": 466.26, "word": " I'm", "probability": 0.87890625}, {"start": 466.26, "end": 466.62, "word": " Aisha", "probability": 0.50244140625}, {"start": 466.62, "end": 467.26, "word": " Ramlawi,", "probability": 0.6488444010416666}, {"start": 467.62, "end": 468.12, "word": " Business", "probability": 0.662109375}, {"start": 468.12, "end": 468.66, "word": " Administration", "probability": 0.9453125}, {"start": 468.66, "end": 469.42, "word": " at", "probability": 0.8017578125}, {"start": 469.42, "end": 470.24, "word": " Level", "probability": 0.438720703125}, {"start": 470.24, "end": 470.52, "word": " 3.", "probability": 0.7666015625}, {"start": 471.42, "end": 472.66, "word": " As", "probability": 0.98046875}, {"start": 472.66, "end": 472.82, "word": " we", "probability": 0.94287109375}, {"start": 472.82, "end": 472.96, "word": " see", "probability": 0.74951171875}, {"start": 472.96, "end": 473.26, "word": " in", "probability": 0.93896484375}, {"start": 473.26, "end": 473.98, "word": " previous", "probability": 0.62353515625}, {"start": 473.98, "end": 474.86, "word": " lectures,", "probability": 0.87939453125}, {"start": 475.5, "end": 476.24, "word": " we", "probability": 0.93896484375}, {"start": 476.24, "end": 476.6, "word": " talk", "probability": 0.5888671875}, {"start": 476.6, "end": 477.22, "word": " about", "probability": 0.90771484375}, {"start": 477.22, "end": 478.98, "word": " ways", "probability": 0.91455078125}, {"start": 478.98, "end": 479.6, "word": " to", "probability": 0.89013671875}, {"start": 479.6, "end": 480.54, "word": " manage", "probability": 0.89892578125}, {"start": 480.54, "end": 480.86, "word": " the", "probability": 0.798828125}, {"start": 480.86, "end": 481.24, "word": " sales", "probability": 0.92236328125}, {"start": 481.24, "end": 481.94, "word": " opportunities.", "probability": 0.9453125}, {"start": 483.02, "end": 483.22, "word": " One", "probability": 0.91064453125}, {"start": 483.22, "end": 483.48, "word": " of", "probability": 0.96826171875}, {"start": 483.48, "end": 484.02, "word": " them,", "probability": 0.89892578125}, {"start": 484.38, "end": 484.74, "word": " sales", "probability": 0.87255859375}, {"start": 484.74, "end": 485.64, "word": " versus", "probability": 0.85546875}, {"start": 485.64, "end": 486.0, "word": " profit.", "probability": 0.703125}, {"start": 487.32, "end": 488.28, "word": " Some", "probability": 0.87548828125}, {"start": 488.28, "end": 489.18, "word": " companies", "probability": 0.53662109375}, {"start": 489.18, "end": 490.98, "word": " look", "probability": 0.953125}, {"start": 490.98, "end": 491.44, "word": " for", "probability": 0.95166015625}, {"start": 491.44, "end": 492.68, "word": " profit", "probability": 0.8037109375}], "temperature": 1.0}, {"id": 20, "seek": 52069, "start": 493.39, "end": 520.69, "text": " and some of them look for volume of sales. As we know, the profit equals the sales volume minus the expense.", "tokens": [293, 512, 295, 552, 574, 337, 5523, 295, 5763, 13, 1018, 321, 458, 11, 264, 7475, 6915, 264, 5763, 5523, 3175, 264, 18406, 13], "avg_logprob": -0.3081249904632568, "compression_ratio": 1.2823529411764707, "no_speech_prob": 0.0, "words": [{"start": 493.39, "end": 494.11, "word": " and", "probability": 0.405517578125}, {"start": 494.11, "end": 494.57, "word": " some", "probability": 0.890625}, {"start": 494.57, "end": 494.71, "word": " of", "probability": 0.97021484375}, {"start": 494.71, "end": 494.87, "word": " them", "probability": 0.9169921875}, {"start": 494.87, "end": 495.07, "word": " look", "probability": 0.9453125}, {"start": 495.07, "end": 495.31, "word": " for", "probability": 0.9560546875}, {"start": 495.31, "end": 496.15, "word": " volume", "probability": 0.55810546875}, {"start": 496.15, "end": 496.41, "word": " of", "probability": 0.96923828125}, {"start": 496.41, "end": 496.83, "word": " sales.", "probability": 0.8837890625}, {"start": 497.25, "end": 497.67, "word": " As", "probability": 0.95947265625}, {"start": 497.67, "end": 497.85, "word": " we", "probability": 0.92431640625}, {"start": 497.85, "end": 498.11, "word": " know,", "probability": 0.8876953125}, {"start": 498.69, "end": 498.69, "word": " the", "probability": 0.470703125}, {"start": 498.69, "end": 499.33, "word": " profit", "probability": 0.7744140625}, {"start": 499.33, "end": 507.97, "word": " equals", "probability": 0.419677734375}, {"start": 507.97, "end": 509.15, "word": " the", "probability": 0.8828125}, {"start": 509.15, "end": 510.37, "word": " sales", "probability": 0.8681640625}, {"start": 510.37, "end": 511.63, "word": " volume", "probability": 0.91162109375}, {"start": 511.63, "end": 513.35, "word": " minus", "probability": 0.487060546875}, {"start": 513.35, "end": 519.73, "word": " the", "probability": 0.85693359375}, {"start": 519.73, "end": 520.69, "word": " expense.", "probability": 0.69384765625}], "temperature": 1.0}, {"id": 21, "seek": 54770, "start": 523.36, "end": 547.7, "text": " Cost of expenses. So some companies look to make profit or some they look to the size of products buys. 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CAR agency.", "tokens": [400, 264, 2135, 935, 11, 337, 1365, 11, 321, 362, 7934, 15939, 13, 15939, 7934, 13], "avg_logprob": -0.34168198529411764, "compression_ratio": 1.0, "no_speech_prob": 0.0, "words": [{"start": 550.41, "end": 550.81, "word": " And", "probability": 0.390380859375}, {"start": 550.81, "end": 551.17, "word": " the", "probability": 0.82763671875}, {"start": 551.17, "end": 551.61, "word": " main", "probability": 0.94921875}, {"start": 551.61, "end": 551.99, "word": " point,", "probability": 0.9638671875}, {"start": 552.79, "end": 553.11, "word": " for", "probability": 0.94677734375}, {"start": 553.11, "end": 553.57, "word": " example,", "probability": 0.9765625}, {"start": 554.09, "end": 554.57, "word": " we", "probability": 0.95361328125}, {"start": 554.57, "end": 554.81, "word": " have", "probability": 0.95068359375}, {"start": 554.81, "end": 555.19, "word": " agency", "probability": 0.72265625}, {"start": 555.19, "end": 555.55, "word": " CAR.", "probability": 0.5322265625}, {"start": 557.49, "end": 558.03, "word": " CAR", "probability": 0.313232421875}, {"start": 558.03, "end": 558.67, "word": " agency.", "probability": 0.58740234375}], "temperature": 1.0}, {"id": 23, "seek": 59024, "start": 566.36, "end": 590.24, "text": " For example, shoes industry. Some customers buy Bershaz's shoes with 10 shekels, 100 shekels for example and another 50 shekels.", "tokens": [1171, 1365, 11, 6654, 3518, 13, 2188, 4581, 2256, 363, 433, 71, 921, 311, 6654, 365, 1266, 750, 7124, 82, 11, 2319, 750, 7124, 82, 337, 1365, 293, 1071, 2625, 750, 7124, 82, 13], "avg_logprob": -0.37053570577076506, "compression_ratio": 1.2647058823529411, "no_speech_prob": 0.0, "words": [{"start": 566.36, "end": 567.74, "word": " For", "probability": 0.48828125}, {"start": 567.74, "end": 568.42, "word": " example,", "probability": 0.9716796875}, {"start": 568.82, "end": 569.12, "word": " shoes", "probability": 0.80078125}, {"start": 569.12, "end": 569.88, "word": " industry.", "probability": 0.81201171875}, {"start": 571.86, "end": 572.12, "word": " Some", "probability": 0.697265625}, {"start": 572.12, "end": 572.74, "word": " customers", "probability": 0.396484375}, {"start": 572.74, "end": 574.6, "word": " buy", "probability": 0.87744140625}, {"start": 574.6, "end": 575.7, "word": " Bershaz's", "probability": 0.5873291015625}, {"start": 575.7, "end": 577.86, "word": " shoes", "probability": 0.94775390625}, {"start": 577.86, "end": 578.76, "word": " with", "probability": 0.8896484375}, {"start": 578.76, "end": 582.08, "word": " 10", "probability": 0.55029296875}, {"start": 582.08, "end": 583.18, "word": " shekels,", "probability": 0.763671875}, {"start": 584.38, "end": 585.16, "word": " 100", "probability": 0.75439453125}, {"start": 585.16, "end": 586.06, "word": " shekels", "probability": 0.9070638020833334}, {"start": 586.06, "end": 586.18, "word": " for", "probability": 0.75341796875}, {"start": 586.18, "end": 586.68, "word": " example", "probability": 0.970703125}, {"start": 586.68, "end": 587.52, "word": " and", "probability": 0.54833984375}, {"start": 587.52, "end": 587.86, "word": " another", "probability": 0.90576171875}, {"start": 587.86, "end": 589.06, "word": " 50", "probability": 0.8955078125}, {"start": 589.06, "end": 590.24, "word": " shekels.", "probability": 0.93408203125}], "temperature": 1.0}, {"id": 24, "seek": 61709, "start": 593.61, "end": 617.09, "text": " May the sales make profit 40 and in the 100 shekel it may make just 20 shekel. So the profit in the second scenario, the secret of that is another one.", "tokens": [1891, 264, 5763, 652, 7475, 3356, 293, 294, 264, 2319, 750, 7124, 309, 815, 652, 445, 945, 750, 7124, 13, 407, 264, 7475, 294, 264, 1150, 9005, 11, 264, 4054, 295, 300, 307, 1071, 472, 13], "avg_logprob": -0.36929897682086843, "compression_ratio": 1.3818181818181818, "no_speech_prob": 0.0, "words": [{"start": 593.61, "end": 594.19, "word": " May", "probability": 0.17529296875}, {"start": 594.19, "end": 594.61, "word": " the", "probability": 0.89453125}, {"start": 594.61, "end": 595.09, "word": " sales", "probability": 0.70703125}, {"start": 595.09, "end": 595.85, "word": " make", "probability": 0.91796875}, {"start": 595.85, "end": 596.51, "word": " profit", "probability": 0.767578125}, {"start": 596.51, "end": 597.99, "word": " 40", "probability": 0.442138671875}, {"start": 597.99, "end": 599.21, "word": " and", "probability": 0.53076171875}, {"start": 599.21, "end": 600.17, "word": " in", "probability": 0.64013671875}, {"start": 600.17, "end": 600.63, "word": " the", "probability": 0.83349609375}, {"start": 600.63, "end": 601.77, "word": " 100", "probability": 0.76611328125}, {"start": 601.77, "end": 602.23, "word": " shekel", "probability": 0.848876953125}, {"start": 602.23, "end": 602.49, "word": " it", "probability": 0.47900390625}, {"start": 602.49, "end": 602.93, "word": " may", "probability": 0.88916015625}, {"start": 602.93, "end": 603.63, "word": " make", "probability": 0.93359375}, {"start": 603.63, "end": 604.95, "word": " just", "probability": 0.88916015625}, {"start": 604.95, "end": 606.03, "word": " 20", "probability": 0.91064453125}, {"start": 606.03, "end": 607.69, "word": " shekel.", "probability": 0.846923828125}, {"start": 608.65, "end": 609.03, "word": " So", "probability": 0.8740234375}, {"start": 609.03, "end": 609.49, "word": " the", "probability": 0.60009765625}, {"start": 609.49, "end": 611.33, "word": " profit", "probability": 0.8994140625}, {"start": 611.33, "end": 612.05, "word": " in", "probability": 0.9033203125}, {"start": 612.05, "end": 613.15, "word": " the", "probability": 0.52294921875}, {"start": 613.15, "end": 613.35, "word": " second", "probability": 0.62841796875}, {"start": 613.35, "end": 613.95, "word": " scenario,", "probability": 0.796875}, {"start": 614.61, "end": 614.79, "word": " the", "probability": 0.68603515625}, {"start": 614.79, "end": 615.05, "word": " secret", "probability": 0.67236328125}, {"start": 615.05, "end": 615.29, "word": " of", "probability": 0.87646484375}, {"start": 615.29, "end": 615.53, "word": " that", "probability": 0.367431640625}, {"start": 615.53, "end": 615.97, "word": " is", "probability": 0.436279296875}, {"start": 615.97, "end": 616.77, "word": " another", "probability": 0.85986328125}, {"start": 616.77, "end": 617.09, "word": " one.", "probability": 0.8896484375}], "temperature": 1.0}, {"id": 25, "seek": 64464, "start": 619.16, "end": 644.64, "text": " And then the main point we would like to make here that the companies and sales people need to aware of the price, cost and profit differences between the customers and allocated their sales efforts accordingly the profit, not the volume of sales. Okay. Okay, stop here, Aisha. Now listen.", "tokens": [400, 550, 264, 2135, 935, 321, 576, 411, 281, 652, 510, 300, 264, 3431, 293, 5763, 561, 643, 281, 3650, 295, 264, 3218, 11, 2063, 293, 7475, 7300, 1296, 264, 4581, 293, 29772, 641, 5763, 6484, 19717, 264, 7475, 11, 406, 264, 5523, 295, 5763, 13, 1033, 13, 1033, 11, 1590, 510, 11, 316, 16546, 13, 823, 2140, 13], "avg_logprob": -0.27838542660077414, "compression_ratio": 1.5846994535519126, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 619.16, "end": 619.74, "word": " And", "probability": 0.552734375}, {"start": 619.74, "end": 620.02, "word": " then", "probability": 0.481689453125}, {"start": 620.02, "end": 620.64, "word": " the", "probability": 0.7490234375}, {"start": 620.64, "end": 621.0, "word": " main", "probability": 0.93212890625}, {"start": 621.0, "end": 621.28, "word": " point", "probability": 0.9130859375}, {"start": 621.28, "end": 621.64, "word": " we", "probability": 0.8974609375}, {"start": 621.64, "end": 622.44, "word": " would", "probability": 0.93408203125}, {"start": 622.44, "end": 622.72, "word": " like", "probability": 0.94287109375}, {"start": 622.72, "end": 622.9, "word": " to", "probability": 0.96875}, {"start": 622.9, "end": 623.16, "word": " make", "probability": 0.94384765625}, {"start": 623.16, "end": 623.58, "word": " here", "probability": 0.8271484375}, {"start": 623.58, "end": 623.94, "word": " that", "probability": 0.544921875}, {"start": 623.94, "end": 624.36, "word": " the", "probability": 0.765625}, {"start": 624.36, "end": 624.86, "word": " companies", "probability": 0.93701171875}, {"start": 624.86, "end": 625.14, "word": " and", "probability": 0.91015625}, {"start": 625.14, "end": 625.42, "word": " sales", "probability": 0.9072265625}, {"start": 625.42, "end": 626.38, "word": " people", "probability": 0.72705078125}, {"start": 626.38, "end": 627.42, "word": " need", "probability": 0.84423828125}, {"start": 627.42, "end": 628.3, "word": " to", "probability": 0.96240234375}, {"start": 628.3, "end": 628.82, "word": " aware", "probability": 0.615234375}, {"start": 628.82, "end": 629.18, "word": " of", "probability": 0.96240234375}, {"start": 629.18, "end": 629.48, "word": " the", "probability": 0.89306640625}, {"start": 629.48, "end": 629.96, "word": " price,", "probability": 0.91748046875}, {"start": 630.12, "end": 630.38, "word": " cost", "probability": 0.8740234375}, {"start": 630.38, "end": 630.68, "word": " and", "probability": 0.71728515625}, {"start": 630.68, "end": 631.14, "word": " profit", "probability": 0.5400390625}, {"start": 631.14, "end": 632.3, "word": " differences", "probability": 0.73779296875}, {"start": 632.3, "end": 632.96, "word": " between", "probability": 0.88037109375}, {"start": 632.96, "end": 633.4, "word": " the", "probability": 0.89501953125}, {"start": 633.4, "end": 634.06, "word": " customers", "probability": 0.83642578125}, {"start": 634.06, "end": 635.38, "word": " and", "probability": 0.78076171875}, {"start": 635.38, "end": 635.84, "word": " allocated", "probability": 0.80224609375}, {"start": 635.84, "end": 636.4, "word": " their", "probability": 0.94970703125}, {"start": 636.4, "end": 636.8, "word": " sales", "probability": 0.91796875}, {"start": 636.8, "end": 637.36, "word": " efforts", "probability": 0.8134765625}, {"start": 637.36, "end": 638.1, "word": " accordingly", "probability": 0.7783203125}, {"start": 638.1, "end": 638.86, "word": " the", "probability": 0.5458984375}, {"start": 638.86, "end": 639.24, "word": " profit,", "probability": 0.84619140625}, {"start": 639.42, "end": 639.7, "word": " not", "probability": 0.93603515625}, {"start": 639.7, "end": 639.96, "word": " the", "probability": 0.884765625}, {"start": 639.96, "end": 640.24, "word": " volume", "probability": 0.92724609375}, {"start": 640.24, "end": 640.54, "word": " of", "probability": 0.9716796875}, {"start": 640.54, "end": 641.12, "word": " sales.", "probability": 0.92822265625}, {"start": 641.84, "end": 642.2, "word": " Okay.", "probability": 0.5732421875}, {"start": 642.44, "end": 642.96, "word": " Okay,", "probability": 0.59375}, {"start": 643.02, "end": 643.22, "word": " stop", "probability": 0.90576171875}, {"start": 643.22, "end": 643.48, "word": " here,", "probability": 0.281005859375}, {"start": 643.76, "end": 644.0, "word": " Aisha.", "probability": 0.76123046875}, {"start": 644.16, "end": 644.34, "word": " Now", "probability": 0.95263671875}, {"start": 644.34, "end": 644.64, "word": " listen.", "probability": 0.587890625}], "temperature": 1.0}, {"id": 26, "seek": 67319, "start": 645.59, "end": 673.19, "text": " Let's talk about something called sales volume versus profit. Imagine we have two food commodities, food items. For example, we have sugar in comparison we have wheat, tahini. Now imagine we are going to purchase 100 tons of sugar in comparison with 100 tons of wheat. 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So this is another example by which we can say, all the time remember, sales volume isn't referring exactly and always to the margin of profit. That's it. Okay? 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Good morning. Good morning. Good morning. Good morning.", "tokens": [2205, 2446, 13, 2205, 2446, 13, 2205, 2446, 13, 2205, 2446, 13, 2205, 2446, 13], "avg_logprob": -0.6069336086511612, "compression_ratio": 2.8, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 765.14, "end": 765.56, "word": " Good", "probability": 0.6845703125}, {"start": 765.56, "end": 766.08, "word": " morning.", "probability": 0.8515625}, {"start": 766.08, "end": 766.08, "word": " Good", "probability": 0.1888427734375}, {"start": 766.08, "end": 766.08, "word": " morning.", "probability": 0.77099609375}, {"start": 768.82, "end": 769.28, "word": " Good", "probability": 0.2264404296875}, {"start": 769.28, "end": 769.38, "word": " morning.", "probability": 0.81884765625}, {"start": 770.54, "end": 771.18, "word": " Good", "probability": 0.31005859375}, {"start": 771.18, "end": 771.78, "word": " morning.", "probability": 0.8330078125}, {"start": 772.0, "end": 773.12, "word": " Good", "probability": 0.395751953125}, {"start": 773.12, "end": 773.46, "word": " morning.", "probability": 0.84130859375}], "temperature": 1.0}, {"id": 31, "seek": 80695, "start": 778.07, "end": 806.95, "text": " Good morning. I'm Kholoud El Hijla, Business Administration, third level. I will today talk about the customer lifetime value. It's just a summary for what we talked about the relationship between the customer and the supplier. It seems like expectation of the supplier to the profit which he will get from his customer.", "tokens": [2205, 2446, 13, 286, 478, 591, 5449, 1861, 2699, 27832, 875, 11, 10715, 17187, 11, 2636, 1496, 13, 286, 486, 965, 751, 466, 264, 5474, 11364, 2158, 13, 467, 311, 445, 257, 12691, 337, 437, 321, 2825, 466, 264, 2480, 1296, 264, 5474, 293, 264, 31909, 13, 467, 2544, 411, 14334, 295, 264, 31909, 281, 264, 7475, 597, 415, 486, 483, 490, 702, 5474, 13], "avg_logprob": -0.2359138304988543, "compression_ratio": 1.5891089108910892, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 778.07, "end": 778.33, "word": " Good", "probability": 0.7412109375}, {"start": 778.33, "end": 778.69, "word": " morning.", "probability": 0.85205078125}, {"start": 778.89, "end": 779.11, "word": " I'm", "probability": 0.955810546875}, {"start": 779.11, "end": 779.51, "word": " Kholoud", "probability": 0.4955647786458333}, {"start": 779.51, "end": 779.63, "word": " El", "probability": 0.50146484375}, 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"end": 786.65, "word": " lifetime", "probability": 0.90673828125}, {"start": 786.65, "end": 787.31, "word": " value.", "probability": 0.97607421875}, {"start": 788.17, "end": 788.53, "word": " It's", "probability": 0.973388671875}, {"start": 788.53, "end": 788.97, "word": " just", "probability": 0.9072265625}, {"start": 788.97, "end": 789.35, "word": " a", "probability": 0.95068359375}, {"start": 789.35, "end": 789.69, "word": " summary", "probability": 0.9140625}, {"start": 789.69, "end": 790.07, "word": " for", "probability": 0.9130859375}, {"start": 790.07, "end": 791.29, "word": " what", "probability": 0.93408203125}, {"start": 791.29, "end": 791.53, "word": " we", "probability": 0.96630859375}, {"start": 791.53, "end": 791.93, "word": " talked", "probability": 0.8046875}, {"start": 791.93, "end": 792.25, "word": " about", "probability": 0.89453125}, {"start": 792.25, "end": 792.49, "word": " the", "probability": 0.53515625}, {"start": 792.49, "end": 792.95, "word": " relationship", "probability": 0.9228515625}, {"start": 792.95, "end": 793.49, "word": " between", "probability": 0.8623046875}, {"start": 793.49, "end": 793.93, "word": " the", "probability": 0.91162109375}, {"start": 793.93, "end": 794.45, "word": " customer", "probability": 0.7734375}, {"start": 794.45, "end": 794.89, "word": " and", "probability": 0.94482421875}, {"start": 794.89, "end": 795.15, "word": " the", "probability": 0.6630859375}, {"start": 795.15, "end": 795.57, "word": " supplier.", "probability": 0.91943359375}, {"start": 797.31, "end": 797.53, "word": " It", "probability": 0.95263671875}, {"start": 797.53, "end": 798.93, "word": " seems", "probability": 0.53125}, {"start": 798.93, "end": 799.35, "word": " like", "probability": 0.9365234375}, {"start": 799.35, "end": 800.69, "word": " expectation", "probability": 0.89013671875}, {"start": 800.69, "end": 801.23, "word": " of", "probability": 0.9716796875}, {"start": 801.23, "end": 801.39, "word": " the", "probability": 0.9248046875}, {"start": 801.39, "end": 801.83, "word": " supplier", "probability": 0.92041015625}, {"start": 801.83, "end": 802.71, "word": " to", "probability": 0.9384765625}, {"start": 802.71, "end": 802.87, "word": " the", "probability": 0.91357421875}, {"start": 802.87, "end": 803.21, "word": " profit", "probability": 0.93505859375}, {"start": 803.21, "end": 804.01, "word": " which", "probability": 0.8115234375}, {"start": 804.01, "end": 804.45, "word": " he", "probability": 0.95361328125}, {"start": 804.45, "end": 804.71, "word": " will", "probability": 0.87451171875}, {"start": 804.71, "end": 805.03, "word": " get", "probability": 0.943359375}, {"start": 805.03, "end": 805.39, "word": " from", "probability": 0.88525390625}, {"start": 805.39, "end": 806.31, "word": " his", "probability": 0.96142578125}, {"start": 806.31, "end": 806.95, "word": " customer.", "probability": 0.751953125}], "temperature": 1.0}, {"id": 32, "seek": 83028, "start": 807.94, "end": 830.28, "text": " We define it as based on the notion that the value of customer, the sum of the customer's discounted flow of profit contribution into the future. I said that expectation of the supplier to the profit which he will get from the customer.", "tokens": [492, 6964, 309, 382, 2361, 322, 264, 10710, 300, 264, 2158, 295, 5474, 11, 264, 2408, 295, 264, 5474, 311, 11635, 292, 3095, 295, 7475, 13150, 666, 264, 2027, 13, 286, 848, 300, 14334, 295, 264, 31909, 281, 264, 7475, 597, 415, 486, 483, 490, 264, 5474, 13], "avg_logprob": -0.18526786200854242, "compression_ratio": 1.6013513513513513, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 807.9399999999999, "end": 808.68, "word": " We", "probability": 0.712890625}, {"start": 808.68, "end": 809.06, "word": " define", "probability": 0.77294921875}, {"start": 809.06, "end": 809.32, "word": " it", "probability": 0.9375}, {"start": 809.32, "end": 809.7, "word": " as", "probability": 0.724609375}, {"start": 809.7, "end": 811.06, "word": " based", "probability": 0.798828125}, {"start": 811.06, "end": 811.56, "word": " on", "probability": 0.94482421875}, {"start": 811.56, "end": 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"start": 833.07, "end": 851.41, "text": " If we electronic electricity agency, we sell fridge, boto gas and also electricity, television and so on.", "tokens": [759, 321, 2185, 10011, 10356, 7934, 11, 321, 3607, 13023, 11, 272, 6738, 4211, 293, 611, 10356, 11, 8815, 293, 370, 322, 13], "avg_logprob": -0.3997395808498065, "compression_ratio": 1.2470588235294118, "no_speech_prob": 0.0, "words": [{"start": 833.07, "end": 833.49, "word": " If", "probability": 0.426513671875}, {"start": 833.49, "end": 834.59, "word": " we", "probability": 0.88623046875}, {"start": 834.59, "end": 836.79, "word": " electronic", "probability": 0.516021728515625}, {"start": 836.79, "end": 838.07, "word": " electricity", "probability": 0.70361328125}, {"start": 838.07, "end": 840.53, "word": " agency,", "probability": 0.8671875}, {"start": 841.09, "end": 841.53, "word": " we", "probability": 0.91748046875}, {"start": 841.53, "end": 843.03, "word": " sell", "probability": 0.8916015625}, {"start": 843.03, "end": 844.17, "word": " fridge,", "probability": 0.76123046875}, {"start": 845.13, "end": 845.35, "word": " boto", "probability": 0.505645751953125}, {"start": 845.35, "end": 845.71, "word": " gas", "probability": 0.58447265625}, {"start": 845.71, "end": 846.23, "word": " and", "probability": 0.65087890625}, {"start": 846.23, "end": 846.97, "word": " also", "probability": 0.724609375}, {"start": 846.97, "end": 849.17, "word": " electricity,", "probability": 0.953125}, {"start": 849.79, "end": 850.33, "word": " television", "probability": 0.873046875}, {"start": 850.33, "end": 850.77, "word": " and", "probability": 0.8310546875}, {"start": 850.77, "end": 851.15, "word": " so", "probability": 0.9521484375}, {"start": 851.15, "end": 851.41, "word": " on.", "probability": 0.95263671875}], "temperature": 1.0}, {"id": 34, "seek": 87493, "start": 853.49, "end": 874.93, "text": " We expect that the customer buy from us fridge and TV and also he will buy from us another thing. We expect in each product we have a profit from this customer. The time value of", "tokens": [492, 2066, 300, 264, 5474, 2256, 490, 505, 13023, 293, 3558, 293, 611, 415, 486, 2256, 490, 505, 1071, 551, 13, 492, 2066, 294, 1184, 1674, 321, 362, 257, 7475, 490, 341, 5474, 13, 440, 565, 2158, 295], "avg_logprob": -0.2341746863646385, "compression_ratio": 1.4435483870967742, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 853.49, "end": 853.49, "word": " We", "probability": 0.461669921875}, {"start": 853.49, "end": 853.87, "word": " expect", "probability": 0.8974609375}, {"start": 853.87, "end": 854.17, "word": " that", "probability": 0.8486328125}, {"start": 854.17, "end": 854.37, "word": " the", "probability": 0.86962890625}, {"start": 854.37, "end": 854.89, "word": " customer", "probability": 0.71923828125}, {"start": 854.89, "end": 855.73, "word": " buy", "probability": 0.63427734375}, {"start": 855.73, "end": 856.03, "word": " from", "probability": 0.85986328125}, {"start": 856.03, "end": 856.43, "word": " us", "probability": 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"probability": 0.87060546875}, {"start": 873.93, "end": 874.19, "word": " time", "probability": 0.87451171875}, {"start": 874.19, "end": 874.55, "word": " value", "probability": 0.95849609375}, {"start": 874.55, "end": 874.93, "word": " of", "probability": 0.95703125}], "temperature": 1.0}, {"id": 35, "seek": 90355, "start": 876.25, "end": 903.55, "text": " of a profit we in the lifetime value of customer we will calculate the current value we will get from the customer we calculate the profit from the fridge and the tv and also the other item he will purchase from us to know how how the customer will benefit us and if we can build a sustainable relationship with this customer or not", "tokens": [295, 257, 7475, 321, 294, 264, 11364, 2158, 295, 5474, 321, 486, 8873, 264, 2190, 2158, 321, 486, 483, 490, 264, 5474, 321, 8873, 264, 7475, 490, 264, 13023, 293, 264, 16364, 293, 611, 264, 661, 3174, 415, 486, 8110, 490, 505, 281, 458, 577, 577, 264, 5474, 486, 5121, 505, 293, 498, 321, 393, 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It's a marketing theory in its depth. First, the company discount rate. That's what I mentioned in the example, cost of capital. When we sell the fridge which he will buy from us, we calculate the profit generated from it. We set the cost plus the profit.", "tokens": [467, 311, 257, 1399, 13, 467, 311, 257, 6370, 5261, 294, 1080, 7161, 13, 2386, 11, 264, 2237, 11635, 3314, 13, 663, 311, 437, 286, 2835, 294, 264, 1365, 11, 2063, 295, 4238, 13, 1133, 321, 3607, 264, 13023, 597, 415, 486, 2256, 490, 505, 11, 321, 8873, 264, 7475, 10833, 490, 309, 13, 492, 992, 264, 2063, 1804, 264, 7475, 13], "avg_logprob": -0.23462301208859399, "compression_ratio": 1.4945054945054945, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 935.28, "end": 935.66, "word": " It's", "probability": 0.77197265625}, {"start": 935.66, "end": 935.74, "word": " a", "probability": 0.9580078125}, {"start": 935.74, "end": 936.18, "word": " process.", "probability": 0.9140625}, {"start": 936.58, "end": 936.88, "word": " It's", "probability": 0.97314453125}, {"start": 936.88, "end": 937.32, "word": " a", "probability": 0.94970703125}, {"start": 937.32, "end": 938.12, "word": " marketing", "probability": 0.751953125}, {"start": 938.12, "end": 938.92, "word": " theory", "probability": 0.8486328125}, {"start": 938.92, "end": 940.14, "word": " in", "probability": 0.62744140625}, {"start": 940.14, "end": 940.56, "word": " its", "probability": 0.62060546875}, {"start": 940.56, "end": 940.86, "word": " depth.", "probability": 0.65283203125}, {"start": 941.44, "end": 941.96, "word": " First,", "probability": 0.91357421875}, {"start": 942.62, "end": 942.74, "word": " the", "probability": 0.8388671875}, {"start": 942.74, "end": 943.22, "word": " company", "probability": 0.904296875}, {"start": 943.22, "end": 943.66, "word": " discount", "probability": 0.445556640625}, {"start": 943.66, "end": 944.26, "word": " rate.", "probability": 0.77978515625}, {"start": 945.32, "end": 945.88, "word": " That's", "probability": 0.723388671875}, {"start": 945.88, "end": 946.0, "word": " what", "probability": 0.9482421875}, {"start": 946.0, "end": 946.18, "word": " I", "probability": 0.99560546875}, {"start": 946.18, "end": 946.52, "word": " mentioned", "probability": 0.69140625}, {"start": 946.52, "end": 946.84, "word": " in", "probability": 0.9482421875}, {"start": 946.84, "end": 947.28, "word": " the", "probability": 0.90966796875}, {"start": 947.28, "end": 948.0, "word": " example,", "probability": 0.97705078125}, {"start": 948.56, "end": 949.12, "word": " cost", "probability": 0.319091796875}, {"start": 949.12, "end": 949.38, "word": " of", "probability": 0.97412109375}, {"start": 949.38, "end": 950.82, "word": " capital.", "probability": 0.9228515625}, {"start": 951.42, "end": 951.76, "word": " When", "probability": 0.8603515625}, {"start": 951.76, "end": 952.3, "word": " we", "probability": 0.93408203125}, {"start": 952.3, "end": 952.84, "word": " sell", "probability": 0.48291015625}, {"start": 952.84, "end": 953.24, "word": " the", "probability": 0.88525390625}, {"start": 953.24, "end": 953.56, "word": " fridge", "probability": 0.9755859375}, {"start": 953.56, "end": 953.9, "word": " which", "probability": 0.63916015625}, {"start": 953.9, "end": 954.38, "word": " he", "probability": 0.923828125}, {"start": 954.38, "end": 954.64, "word": " will", "probability": 0.86669921875}, {"start": 954.64, "end": 954.98, "word": " buy", "probability": 0.908203125}, {"start": 954.98, "end": 955.2, "word": " from", "probability": 0.8779296875}, {"start": 955.2, "end": 955.58, "word": " us,", "probability": 0.9423828125}, {"start": 956.18, "end": 956.52, "word": " we", "probability": 0.9404296875}, {"start": 956.52, "end": 957.08, "word": " calculate", "probability": 0.896484375}, {"start": 957.08, "end": 957.44, "word": " the", "probability": 0.865234375}, {"start": 957.44, "end": 957.9, "word": " profit", "probability": 0.89013671875}, {"start": 957.9, "end": 959.26, "word": " generated", "probability": 0.27685546875}, {"start": 959.26, "end": 959.72, "word": " from", "probability": 0.89306640625}, {"start": 959.72, "end": 960.02, "word": " it.", "probability": 0.93896484375}, {"start": 960.28, "end": 960.68, "word": " We", "probability": 0.7822265625}, {"start": 960.68, "end": 961.1, "word": " set", "probability": 0.406494140625}, {"start": 961.1, "end": 961.32, "word": " the", "probability": 0.91015625}, {"start": 961.32, "end": 961.82, "word": " cost", "probability": 0.91796875}, {"start": 961.82, "end": 963.6, "word": " plus", "probability": 0.8505859375}, {"start": 963.6, "end": 963.88, "word": " the", "probability": 0.8359375}, {"start": 963.88, "end": 964.2, "word": " profit.", "probability": 0.8955078125}], "temperature": 1.0}, {"id": 39, "seek": 97565, "start": 965.65, "end": 975.65, "text": " We had the future value that we expect from the customer. And we deducted this to calculate the current value of our item.", "tokens": [492, 632, 264, 2027, 2158, 300, 321, 2066, 490, 264, 5474, 13, 400, 321, 31513, 292, 341, 281, 8873, 264, 2190, 2158, 295, 527, 3174, 13], "avg_logprob": -0.3006365873195507, "compression_ratio": 1.268041237113402, "no_speech_prob": 0.0, "words": [{"start": 965.65, "end": 965.91, "word": " We", "probability": 0.2357177734375}, {"start": 965.91, "end": 966.09, "word": " had", "probability": 0.69775390625}, {"start": 966.09, "end": 966.53, "word": " the", "probability": 0.59912109375}, {"start": 966.53, "end": 966.85, "word": " future", "probability": 0.966796875}, {"start": 966.85, "end": 967.29, "word": " value", "probability": 0.9609375}, {"start": 967.29, "end": 967.49, "word": " that", "probability": 0.31201171875}, {"start": 967.49, "end": 967.73, "word": " we", "probability": 0.9189453125}, {"start": 967.73, "end": 968.27, "word": " expect", "probability": 0.64990234375}, {"start": 968.27, "end": 969.09, 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consumable goods repeatedly he will buy from us. Now the average contribution from the purchase, it seems like what the customer give us in the life of our relation. 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Is this a kind of contribution to our purchase? Yes. Of course. And finally. Finally, the supplier share of total category purchased by calculating CAM.", "tokens": [2902, 505, 257, 37264, 538, 4124, 365, 257, 13532, 420, 365, 257, 5987, 466, 527, 1674, 293, 466, 527, 10493, 13, 1119, 341, 257, 733, 295, 13150, 281, 527, 8110, 30, 1079, 13, 2720, 1164, 13, 400, 2721, 13, 6288, 11, 264, 31909, 2073, 295, 3217, 7719, 14734, 538, 28258, 383, 2865, 13], "avg_logprob": -0.31018519346360807, "compression_ratio": 1.467032967032967, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1033.22, "end": 1033.52, "word": " giving", "probability": 0.2127685546875}, {"start": 1033.52, "end": 1033.8, "word": " us", "probability": 0.93994140625}, {"start": 1033.8, "end": 1033.98, "word": " a", "probability": 0.828125}, {"start": 1033.98, "end": 1034.34, "word": " publicity", "probability": 0.9169921875}, {"start": 1034.34, "end": 1035.54, "word": " by", "probability": 0.8623046875}, {"start": 1035.54, "end": 1036.42, "word": " speaking", "probability": 0.8720703125}, {"start": 1036.42, "end": 1036.74, "word": " with", "probability": 0.89208984375}, {"start": 1036.74, "end": 1036.94, "word": " a", "probability": 0.97119140625}, {"start": 1036.94, "end": 1037.28, "word": " colleague", "probability": 0.84130859375}, {"start": 1037.28, "end": 1037.58, "word": " or", "probability": 0.9228515625}, {"start": 1037.58, "end": 1037.8, "word": " with", "probability": 0.869140625}, {"start": 1037.8, "end": 1037.98, "word": " a", "probability": 0.96826171875}, {"start": 1037.98, "end": 1038.26, "word": " neighbor", "probability": 0.79052734375}, {"start": 1038.26, "end": 1038.92, "word": " about", "probability": 0.86962890625}, {"start": 1038.92, "end": 1039.22, "word": " our", "probability": 0.8896484375}, {"start": 1039.22, "end": 1039.54, "word": " product", "probability": 0.8486328125}, {"start": 1039.54, "end": 1039.86, "word": " and", "probability": 0.86474609375}, {"start": 1039.86, "end": 1040.14, "word": " about", "probability": 0.63818359375}, {"start": 1040.14, "end": 1040.36, "word": " our", "probability": 0.88916015625}, {"start": 1040.36, "end": 1040.64, "word": " efficiency.", "probability": 0.1865234375}, {"start": 1041.52, "end": 1041.74, "word": " Is", "probability": 0.9169921875}, {"start": 1041.74, "end": 1041.92, "word": " this", "probability": 0.93505859375}, {"start": 1041.92, "end": 1042.04, "word": " a", "probability": 0.72412109375}, {"start": 1042.04, "end": 1042.2, "word": " kind", "probability": 0.79248046875}, {"start": 1042.2, "end": 1042.3, "word": " of", "probability": 0.96923828125}, {"start": 1042.3, "end": 1042.78, "word": " contribution", "probability": 0.8876953125}, {"start": 1042.78, "end": 1042.98, "word": " to", "probability": 0.91162109375}, {"start": 1042.98, "end": 1043.1, "word": " our", "probability": 0.88818359375}, {"start": 1043.1, "end": 1043.48, "word": " purchase?", "probability": 0.9404296875}, {"start": 1043.6, "end": 1043.76, "word": " Yes.", "probability": 0.56396484375}, {"start": 1044.02, "end": 1044.24, "word": " Of", "probability": 0.9375}, {"start": 1044.24, "end": 1044.54, "word": " course.", "probability": 0.94677734375}, {"start": 1046.74, "end": 1046.92, "word": " And", "probability": 0.90771484375}, {"start": 1046.92, "end": 1047.42, "word": " finally.", "probability": 0.83642578125}, {"start": 1047.8, "end": 1048.34, "word": " Finally,", "probability": 0.62939453125}, {"start": 1048.66, "end": 1048.78, "word": " the", "probability": 0.222900390625}, {"start": 1048.78, "end": 1049.32, "word": " supplier", "probability": 0.81982421875}, {"start": 1049.32, "end": 1052.5, "word": " share", "probability": 0.429931640625}, {"start": 1052.5, "end": 1052.96, "word": " of", "probability": 0.95556640625}, {"start": 1052.96, "end": 1053.18, "word": " total", "probability": 0.802734375}, {"start": 1053.18, "end": 1053.64, "word": " category", "probability": 0.9697265625}, {"start": 1053.64, "end": 1054.26, "word": " purchased", "probability": 0.8369140625}, {"start": 1054.26, "end": 1055.28, "word": " by", "probability": 0.90576171875}, {"start": 1055.28, "end": 1056.26, "word": " calculating", "probability": 0.94970703125}, {"start": 1056.26, "end": 1057.2, "word": " CAM.", "probability": 0.4539794921875}], "temperature": 1.0}, {"id": 43, "seek": 108046, "start": 1058.84, "end": 1080.46, "text": " a lifetime value of customer, we can able to know about the average customer value truly worth to our company. It depends on the company's competitors. We expect that those are our customers and we have competitors.", "tokens": [257, 11364, 2158, 295, 5474, 11, 321, 393, 1075, 281, 458, 466, 264, 4274, 5474, 2158, 4908, 3163, 281, 527, 2237, 13, 467, 5946, 322, 264, 2237, 311, 18333, 13, 492, 2066, 300, 729, 366, 527, 4581, 293, 321, 362, 18333, 13], "avg_logprob": -0.21784156838128732, "compression_ratio": 1.5104895104895104, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1058.84, "end": 1059.1, "word": " a", "probability": 0.48974609375}, {"start": 1059.1, "end": 1059.42, "word": " lifetime", "probability": 0.9169921875}, {"start": 1059.42, "end": 1059.9, "word": " value", "probability": 0.970703125}, {"start": 1059.9, "end": 1060.1, "word": " of", "probability": 0.953125}, {"start": 1060.1, "end": 1060.58, "word": " customer,", "probability": 0.6201171875}, {"start": 1061.22, "end": 1061.46, "word": " we", "probability": 0.93408203125}, {"start": 1061.46, "end": 1061.9, "word": " can", "probability": 0.8115234375}, {"start": 1061.9, "end": 1062.78, "word": " able", "probability": 0.7490234375}, {"start": 1062.78, "end": 1063.08, "word": " to", "probability": 0.97119140625}, {"start": 1063.08, "end": 1063.36, "word": " know", "probability": 0.904296875}, {"start": 1063.36, "end": 1064.02, "word": " about", "probability": 0.89599609375}, {"start": 1064.02, "end": 1064.3, "word": " the", "probability": 0.91015625}, {"start": 1064.3, "end": 1064.74, "word": " average", "probability": 0.81982421875}, {"start": 1064.74, "end": 1065.54, "word": " customer", "probability": 0.775390625}, {"start": 1065.54, "end": 1066.14, "word": " value", "probability": 0.974609375}, {"start": 1066.14, "end": 1066.92, "word": " truly", "probability": 0.30029296875}, {"start": 1066.92, "end": 1067.34, "word": " worth", "probability": 0.95654296875}, {"start": 1067.34, "end": 1067.48, "word": " to", "probability": 0.92333984375}, {"start": 1067.48, "end": 1067.74, "word": " our", "probability": 0.90234375}, {"start": 1067.74, "end": 1068.26, "word": " company.", "probability": 0.91162109375}, {"start": 1069.36, "end": 1070.08, "word": " It", "probability": 0.875}, {"start": 1070.08, "end": 1071.2, "word": " depends", "probability": 0.517578125}, {"start": 1071.2, "end": 1071.5, "word": " on", "probability": 0.94189453125}, {"start": 1071.5, "end": 1071.66, "word": " the", "probability": 0.85693359375}, {"start": 1071.66, "end": 1072.38, "word": " company's", "probability": 0.8486328125}, {"start": 1072.38, "end": 1072.86, "word": " competitors.", "probability": 0.80908203125}, {"start": 1074.94, "end": 1075.1, "word": " We", "probability": 0.92236328125}, {"start": 1075.1, "end": 1075.52, "word": " expect", "probability": 0.94091796875}, {"start": 1075.52, "end": 1075.92, "word": " that", "probability": 0.8896484375}, {"start": 1075.92, "end": 1077.48, "word": " those", "probability": 0.65234375}, {"start": 1077.48, "end": 1077.68, "word": " are", "probability": 0.642578125}, {"start": 1077.68, "end": 1077.9, "word": " our", "probability": 0.86669921875}, {"start": 1077.9, "end": 1078.82, "word": " customers", "probability": 0.86279296875}, {"start": 1078.82, "end": 1079.58, "word": " and", "probability": 0.70166015625}, {"start": 1079.58, "end": 1079.74, "word": " we", "probability": 0.9560546875}, {"start": 1079.74, "end": 1079.94, "word": " have", "probability": 0.94970703125}, {"start": 1079.94, "end": 1080.46, "word": " competitors.", "probability": 0.89599609375}], "temperature": 1.0}, {"id": 44, "seek": 110405, "start": 1082.77, "end": 1104.05, "text": " Okay, now I expect I have a share for the market 80% from the customer belonging to me and the 20% is to my competitor product competitive product. I in the safe side in this situation if I", "tokens": [1033, 11, 586, 286, 2066, 286, 362, 257, 2073, 337, 264, 2142, 4688, 4, 490, 264, 5474, 22957, 281, 385, 293, 264, 945, 4, 307, 281, 452, 27266, 1674, 10043, 1674, 13, 286, 294, 264, 3273, 1252, 294, 341, 2590, 498, 286], "avg_logprob": -0.333575589712276, "compression_ratio": 1.3768115942028984, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1082.77, "end": 1083.17, "word": " Okay,", "probability": 0.5283203125}, {"start": 1083.85, "end": 1084.25, "word": " now", "probability": 0.85546875}, {"start": 1084.25, "end": 1084.87, "word": " I", "probability": 0.876953125}, {"start": 1084.87, "end": 1085.57, "word": " expect", "probability": 0.81591796875}, {"start": 1085.57, "end": 1086.11, "word": " I", "probability": 0.80517578125}, {"start": 1086.11, "end": 1086.39, "word": " have", "probability": 0.916015625}, {"start": 1086.39, "end": 1086.53, "word": " a", "probability": 0.974609375}, {"start": 1086.53, "end": 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I'm studying Business Administration at third level. Today I want to talk about time management. We use time management to training our programs. The significant programs gains can be made through better time management. In the next slide we have the figure show the sales person spend their time. Anna, before this aside, would you mind to return back? 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So this is considered to be a very time-wasting. Therefore, selling face-to-face is considered to be the biggest time-waster. And the lowest one is service calls, based on the probability or percentage of", "tokens": [492, 366, 516, 281, 643, 544, 565, 281, 1677, 365, 552, 420, 720, 11, 293, 321, 366, 516, 281, 643, 544, 565, 281, 13447, 552, 13, 407, 341, 307, 4888, 281, 312, 257, 588, 565, 12, 86, 30587, 13, 7504, 11, 6511, 1851, 12, 1353, 12, 2868, 307, 4888, 281, 312, 264, 3880, 565, 12, 86, 1727, 13, 400, 264, 12437, 472, 307, 2643, 5498, 11, 2361, 322, 264, 8482, 420, 9668, 295], "avg_logprob": -0.2848395282352293, "compression_ratio": 1.721311475409836, "no_speech_prob": 7.152557373046875e-07, "words": [{"start": 1410.65, "end": 1410.83, "word": " We", "probability": 0.491455078125}, {"start": 1410.83, "end": 1410.97, "word": " are", "probability": 0.6318359375}, {"start": 1410.97, "end": 1411.17, "word": " going", "probability": 0.93994140625}, {"start": 1411.17, "end": 1411.37, "word": " to", "probability": 0.96826171875}, {"start": 1411.37, "end": 1411.57, "word": " need", "probability": 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We have the example in the company, it's called Kewkar Oats, it's for chemical division. 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How we are going to make this? Simply all the time remember, we should look about something called drought.", "tokens": [440, 3497, 295, 5763, 4592, 307, 4571, 505, 420, 307, 1566, 281, 505, 11, 321, 362, 281, 652, 746, 1219, 257, 588, 10910, 5038, 293, 29055, 11, 370, 300, 321, 366, 516, 281, 17522, 264, 19496, 565, 281, 264, 12437, 1496, 13, 1012, 321, 366, 516, 281, 652, 341, 30, 19596, 439, 264, 565, 1604, 11, 321, 820, 574, 466, 746, 1219, 22900, 13], "avg_logprob": -0.20829326923076924, "compression_ratio": 1.6256410256410256, "no_speech_prob": 0.0, "words": [{"start": 1579.04, "end": 1579.3, "word": " The", "probability": 0.78271484375}, {"start": 1579.3, "end": 1579.68, "word": " science", "probability": 0.90234375}, {"start": 1579.68, "end": 1579.84, "word": " of", "probability": 0.966796875}, {"start": 1579.84, "end": 1580.02, "word": " sales", "probability": 0.806640625}, {"start": 1580.02, "end": 1580.38, "word": " management", "probability": 0.86181640625}, {"start": 1580.38, "end": 1580.66, "word": " 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The path means road or way. So imagine, let's make a scenario. Imagine we are having a company in the district of Gaza City. So this is the district of the Gaza City. Here, we have a quarter. What's the name of the quarter? Hai. A quarter which is called Shijaya.", "tokens": [39142, 11, 309, 14942, 281, 264, 636, 420, 281, 264, 3513, 295, 264, 3100, 597, 321, 366, 516, 281, 747, 13, 440, 3100, 1355, 3060, 420, 636, 13, 407, 3811, 11, 718, 311, 652, 257, 9005, 13, 11739, 321, 366, 1419, 257, 2237, 294, 264, 6566, 295, 37800, 4392, 13, 407, 341, 307, 264, 6566, 295, 264, 37800, 4392, 13, 1692, 11, 321, 362, 257, 6555, 13, 708, 311, 264, 1315, 295, 264, 6555, 30, 24055, 13, 316, 6555, 597, 307, 1219, 1160, 1718, 4427, 13], "avg_logprob": -0.2015086210322106, "compression_ratio": 1.6842105263157894, "no_speech_prob": 0.0, "words": [{"start": 1606.5500000000002, "end": 1607.13, "word": " Route,", "probability": 0.7001953125}, {"start": 1607.27, "end": 1607.53, "word": " it", "probability": 0.94189453125}, {"start": 1607.53, "end": 1607.97, "word": " refers", "probability": 0.8623046875}, {"start": 1607.97, "end": 1608.17, "word": " to", "probability": 0.97216796875}, {"start": 1608.17, "end": 1608.31, "word": " 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Here, on the western side, we are having the sand quarter. Here, we are having the olive quarter and so on. Let's have a scenario where our company is founded here. 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Later on, this salesperson returns back to our company. Now here, we are talking about double routes or double ways. Is it a very long time? It's a long time. Now listen.", "tokens": [2053, 412, 510, 11, 3811, 527, 24610, 307, 516, 281, 2845, 264, 5763, 10813, 281, 26655, 2938, 4427, 2142, 13, 11965, 322, 11, 341, 5763, 10813, 11247, 646, 281, 527, 2237, 13, 823, 510, 11, 321, 366, 1417, 466, 3834, 18242, 420, 3834, 2098, 13, 1119, 309, 257, 588, 938, 565, 30, 467, 311, 257, 938, 565, 13, 823, 2140, 13], "avg_logprob": -0.25982863816522783, "compression_ratio": 1.4829545454545454, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1666.86, "end": 1667.16, "word": " Look", "probability": 0.57470703125}, {"start": 1667.16, "end": 1667.32, "word": " at", "probability": 0.88525390625}, {"start": 1667.32, "end": 1667.56, "word": " here,", "probability": 0.763671875}, {"start": 1668.02, "end": 1668.5, "word": " imagine", "probability": 0.859375}, {"start": 1668.5, "end": 1669.28, "word": " our", "probability": 0.828125}, {"start": 1669.28, "end": 1669.78, "word": " supervisor", "probability": 0.9130859375}, {"start": 1669.78, "end": 1670.08, "word": " is", "probability": 0.876953125}, {"start": 1670.08, "end": 1670.26, "word": " going", "probability": 0.94873046875}, {"start": 1670.26, "end": 1670.42, "word": " to", "probability": 0.9697265625}, {"start": 1670.42, "end": 1670.82, "word": " send", "probability": 0.8818359375}, {"start": 1670.82, "end": 1671.46, "word": " the", "probability": 0.7880859375}, {"start": 1671.46, "end": 1672.18, "word": " salesperson", "probability": 0.850830078125}, {"start": 1672.18, "end": 1673.16, "word": " to", "probability": 0.958984375}, {"start": 1673.16, "end": 1673.58, "word": " Shujaaya", "probability": 0.4244588216145833}, {"start": 1673.58, "end": 1673.9, "word": " market.", "probability": 0.5908203125}, {"start": 1675.26, "end": 1675.58, "word": " Later", "probability": 0.79833984375}, {"start": 1675.58, "end": 1675.92, "word": " on,", "probability": 0.94189453125}, {"start": 1676.04, "end": 1676.22, "word": " this", "probability": 0.88818359375}, {"start": 1676.22, "end": 1676.94, "word": " salesperson", "probability": 0.9267578125}, {"start": 1676.94, "end": 1677.46, "word": " returns", "probability": 0.33447265625}, {"start": 1677.46, "end": 1677.9, "word": " back", "probability": 0.8662109375}, {"start": 1677.9, "end": 1679.5, "word": " to", "probability": 0.94677734375}, {"start": 1679.5, "end": 1679.7, "word": " our", "probability": 0.89111328125}, {"start": 1679.7, "end": 1680.02, "word": " company.", "probability": 0.89892578125}, {"start": 1680.9, "end": 1681.22, "word": " Now", "probability": 0.93798828125}, {"start": 1681.22, "end": 1681.64, "word": " here,", "probability": 0.7294921875}, {"start": 1681.96, "end": 1682.28, "word": " we", "probability": 0.95654296875}, {"start": 1682.28, "end": 1682.4, "word": " are", "probability": 0.896484375}, {"start": 1682.4, "end": 1682.74, "word": " talking", "probability": 0.85400390625}, {"start": 1682.74, "end": 1683.22, "word": " about", "probability": 0.904296875}, {"start": 1683.22, "end": 1683.56, "word": " double", "probability": 0.89990234375}, {"start": 1683.56, "end": 1683.98, "word": " routes", "probability": 0.9423828125}, {"start": 1683.98, "end": 1684.56, "word": " or", "probability": 0.7744140625}, {"start": 1684.56, "end": 1684.82, "word": " double", "probability": 0.94677734375}, {"start": 1684.82, "end": 1685.18, "word": " ways.", "probability": 0.91748046875}, {"start": 1686.42, "end": 1686.7, "word": " Is", "probability": 0.9267578125}, {"start": 1686.7, "end": 1686.9, "word": " it", "probability": 0.935546875}, {"start": 1686.9, "end": 1687.04, "word": " a", "probability": 0.97802734375}, {"start": 1687.04, "end": 1687.18, "word": " very", "probability": 0.84716796875}, {"start": 1687.18, "end": 1687.38, "word": " long", "probability": 0.92626953125}, {"start": 1687.38, "end": 1687.66, "word": " time?", "probability": 0.85693359375}, {"start": 1687.76, "end": 1687.9, "word": " It's", "probability": 0.76171875}, {"start": 1687.9, "end": 1687.98, "word": " a", "probability": 0.5419921875}, {"start": 1687.98, "end": 1688.1, "word": " long", "probability": 0.89501953125}, {"start": 1688.1, "end": 1688.36, "word": " time.", "probability": 0.8876953125}, {"start": 1688.78, "end": 1689.0, "word": " Now", "probability": 0.94189453125}, {"start": 1689.0, "end": 1689.24, "word": " listen.", "probability": 0.79833984375}], "temperature": 1.0}, {"id": 68, "seek": 171803, "start": 1689.93, "end": 1718.03, "text": " After one hour or two hours, and because of the mis-planning, our manager asked the sales manager once again, or the salesperson, to go and visit, for example, in Zaytoon. And he dealt with the customer over there, and later back, he returned back. Now, we are talking about a very bad way of visiting and accessing and traveling to the markets. And this is wasting time.", "tokens": [2381, 472, 1773, 420, 732, 2496, 11, 293, 570, 295, 264, 3346, 12, 16554, 773, 11, 527, 6598, 2351, 264, 5763, 6598, 1564, 797, 11, 420, 264, 5763, 10813, 11, 281, 352, 293, 3441, 11, 337, 1365, 11, 294, 1176, 320, 1353, 266, 13, 400, 415, 15991, 365, 264, 5474, 670, 456, 11, 293, 1780, 646, 11, 415, 8752, 646, 13, 823, 11, 321, 366, 1417, 466, 257, 588, 1578, 636, 295, 11700, 293, 26440, 293, 9712, 281, 264, 8383, 13, 400, 341, 307, 20457, 565, 13], "avg_logprob": -0.2611860910599882, "compression_ratio": 1.6387665198237886, "no_speech_prob": 0.0, "words": [{"start": 1689.93, "end": 1690.33, "word": " After", "probability": 0.73486328125}, {"start": 1690.33, "end": 1690.65, "word": " one", "probability": 0.669921875}, {"start": 1690.65, "end": 1690.89, "word": " hour", "probability": 0.71044921875}, {"start": 1690.89, "end": 1691.07, "word": " or", "probability": 0.921875}, {"start": 1691.07, "end": 1691.19, "word": " two", "probability": 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To plan we are talking about rules. The rule is saying don't ever cross the route which you are going to use or don't ever use the route for going to and returning back while you are visiting your customer. All the time you draw your movements and routes according to a circular prospectum. 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Somebody is going to say, is this a very important information? Of course. Mainly for what? 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Any questions, any comments? Move on. Number three, the same route should never be or should not be used to travel to and from the customer. In other words, don't go here to the Zaytoon customer and then return back to the same route. 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A neighbor is going to drop in. Or a relative. Or a friend. Is this a nice behavior? No. Why? Because we might be busy in doing other stuff. Therefore, this is considered to be the biggest two reasons. Four times worse. 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Variable number two, we called it importance, which means meeting your objectives.", "tokens": [32511, 712, 1230, 472, 11, 321, 1219, 309, 29734, 11, 293, 264, 3620, 295, 29734, 307, 565, 3321, 13, 32511, 712, 1230, 732, 11, 321, 1219, 309, 7379, 11, 597, 1355, 3440, 428, 15961, 13], "avg_logprob": -0.199327255702681, "compression_ratio": 1.4615384615384615, "no_speech_prob": 0.0, "words": [{"start": 2122.92, "end": 2123.46, "word": " Variable", "probability": 0.889404296875}, {"start": 2123.46, "end": 2123.78, "word": " number", "probability": 0.76806640625}, {"start": 2123.78, "end": 2124.06, "word": " one,", "probability": 0.6025390625}, {"start": 2124.16, "end": 2124.28, "word": " we", "probability": 0.93408203125}, {"start": 2124.28, "end": 2124.6, "word": " called", "probability": 0.60693359375}, {"start": 2124.6, "end": 2124.8, "word": " it", "probability": 0.93994140625}, {"start": 2124.8, "end": 2125.3, "word": " urgency,", "probability": 0.7294921875}, {"start": 2126.3, "end": 2126.4, "word": " and", "probability": 0.8671875}, {"start": 2126.4, "end": 2126.54, "word": " the", "probability": 0.90869140625}, {"start": 2126.54, "end": 2126.76, "word": " meaning", "probability": 0.8408203125}, {"start": 2126.76, "end": 2126.92, "word": " of", "probability": 0.96240234375}, {"start": 2126.92, "end": 2127.28, "word": " urgency", "probability": 0.951171875}, {"start": 2127.28, "end": 2127.66, "word": " is", "probability": 0.931640625}, {"start": 2127.66, "end": 2127.94, "word": " time", "probability": 0.7724609375}, {"start": 2127.94, "end": 2128.32, "word": " pressure.", "probability": 0.7666015625}, {"start": 2129.34, "end": 2129.8, "word": " Variable", "probability": 0.785888671875}, {"start": 2129.8, "end": 2130.14, "word": " number", "probability": 0.92822265625}, {"start": 2130.14, "end": 2130.44, "word": " two,", "probability": 0.90966796875}, {"start": 2130.76, "end": 2130.9, "word": " we", "probability": 0.9521484375}, {"start": 2130.9, "end": 2131.18, "word": " called", "probability": 0.74560546875}, {"start": 2131.18, "end": 2131.36, "word": " it", "probability": 0.92724609375}, {"start": 2131.36, "end": 2131.98, "word": " importance,", "probability": 0.96728515625}, {"start": 2132.7, "end": 2132.84, "word": " which", "probability": 0.9248046875}, {"start": 2132.84, "end": 2133.32, "word": " means", "probability": 0.94482421875}, {"start": 2133.32, "end": 2134.66, "word": " meeting", "probability": 0.8291015625}, {"start": 2134.66, "end": 2135.02, "word": " your", "probability": 0.89404296875}, {"start": 2135.02, "end": 2135.48, "word": " objectives.", "probability": 0.82373046875}], "temperature": 1.0}, {"id": 85, "seek": 216094, "start": 2137.07, "end": 2160.95, "text": " Now if you are going to talk about urgency, urgency sometimes it can be low and it can be high. Importance is the same thing, it can be low and it can be high. Now our tasks which we are going to finish, they might be categorized according to these two variables. If the task is going to be classified to be recreation, this is a task.", "tokens": [823, 498, 291, 366, 516, 281, 751, 466, 29734, 11, 29734, 2171, 309, 393, 312, 2295, 293, 309, 393, 312, 1090, 13, 26391, 719, 307, 264, 912, 551, 11, 309, 393, 312, 2295, 293, 309, 393, 312, 1090, 13, 823, 527, 9608, 597, 321, 366, 516, 281, 2413, 11, 436, 1062, 312, 19250, 1602, 4650, 281, 613, 732, 9102, 13, 759, 264, 5633, 307, 516, 281, 312, 20627, 281, 312, 31573, 11, 341, 307, 257, 5633, 13], "avg_logprob": -0.17217547522905546, "compression_ratio": 1.7591623036649215, "no_speech_prob": 0.0, "words": [{"start": 2137.07, "end": 2137.63, "word": " Now", "probability": 0.68505859375}, {"start": 2137.63, "end": 2138.19, "word": " if", "probability": 0.435302734375}, {"start": 2138.19, "end": 2138.29, "word": " you", "probability": 0.60302734375}, {"start": 2138.29, "end": 2138.41, "word": " are", "probability": 0.83251953125}, {"start": 2138.41, "end": 2138.65, "word": " going", "probability": 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This means it is going to have priority number four which means we have extra time to do it which means it isn't very important to do it now. The opposite scenario if the task will be listed here", "tokens": [639, 1355, 300, 341, 5633, 597, 307, 1219, 31573, 309, 575, 257, 588, 2295, 7379, 1339, 412, 264, 912, 565, 309, 575, 257, 588, 2295, 29734, 13, 639, 1355, 309, 307, 516, 281, 362, 9365, 1230, 1451, 597, 1355, 321, 362, 2857, 565, 281, 360, 309, 597, 1355, 309, 1943, 380, 588, 1021, 281, 360, 309, 586, 13, 440, 6182, 9005, 498, 264, 5633, 486, 312, 10052, 510], "avg_logprob": -0.16859148291574008, "compression_ratio": 1.7540106951871657, "no_speech_prob": 0.0, "words": [{"start": 2161.91, "end": 2162.29, "word": " This", "probability": 0.681640625}, {"start": 2162.29, "end": 2162.57, "word": " means", "probability": 0.9228515625}, {"start": 2162.57, "end": 2162.79, "word": " that", "probability": 0.8994140625}, {"start": 2162.79, "end": 2163.09, "word": " this", "probability": 0.90283203125}, {"start": 2163.09, "end": 2163.59, "word": " task", "probability": 0.92333984375}, {"start": 2163.59, "end": 2163.97, "word": " 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" If the task will be listed here, then we are talking about a task whose name is emergency, which means this emergency or this task, it has a very high importance. At the same time, it has a very high urgency. Then can we postpone it? Can we say it is a minor issue? We cannot. It must be done and it must be done now. Exactly, priority number one, as well as it.", "tokens": [759, 264, 5633, 486, 312, 10052, 510, 11, 550, 321, 366, 1417, 466, 257, 5633, 6104, 1315, 307, 7473, 11, 597, 1355, 341, 7473, 420, 341, 5633, 11, 309, 575, 257, 588, 1090, 7379, 13, 1711, 264, 912, 565, 11, 309, 575, 257, 588, 1090, 29734, 13, 1396, 393, 321, 28973, 546, 309, 30, 1664, 321, 584, 309, 307, 257, 6696, 2734, 30, 492, 2644, 13, 467, 1633, 312, 1096, 293, 309, 1633, 312, 1096, 586, 13, 7587, 11, 9365, 1230, 472, 11, 382, 731, 382, 309, 13], "avg_logprob": -0.19329354468356358, "compression_ratio": 1.65, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2188.72, "end": 2189.0, "word": " If", "probability": 0.73291015625}, {"start": 2189.0, "end": 2189.16, "word": " the", "probability": 0.8974609375}, {"start": 2189.16, "end": 2189.52, "word": " task", "probability": 0.91943359375}, {"start": 2189.52, "end": 2189.7, "word": " will", "probability": 0.75146484375}, {"start": 2189.7, "end": 2189.84, "word": 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But regarding its importance, regarding its relationship with our objectives, its relationship is law. But remember, the time here is running after us and the deadline is approaching us. If the deadline is approaching us, this means it must be done. 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Any questions, any comments about anything related to chapter number three? Yes. 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In the boss + +3 +00:00:28,440 --> 00:00:32,600 +interaction, this is the stage which talks about + +4 +00:00:32,600 --> 00:00:35,680 +what is going to happen by us as a sales team + +5 +00:00:35,680 --> 00:00:41,530 +after the sales was closed off. But in order to + +6 +00:00:41,530 --> 00:00:45,030 +finalize this business transaction, we should also + +7 +00:00:45,030 --> 00:00:47,570 +address some of the techniques, some of the styles + +8 +00:00:47,570 --> 00:00:52,470 +by which we can undermine or decrease the level of + +9 +00:00:52,470 --> 00:00:56,730 +the anxiety or the level of the fear, where? In + +10 +00:00:56,730 --> 00:01:00,810 +the heart and in the mind of our prospects. So all + +11 +00:01:00,810 --> 00:01:05,030 +the time remember, we have a term which is called + +12 +00:01:05,030 --> 00:01:08,290 +LSCPA. + +13 +00:01:09,350 --> 00:01:14,470 +which means first and always we should listen more + +14 +00:01:14,470 --> 00:01:19,010 +than talk as sales persons therefore all the times + +15 +00:01:19,010 --> 00:01:21,970 +give the chance for the prospects or the customer + +16 +00:01:21,970 --> 00:01:26,570 +to speak up about what they need, what they + +17 +00:01:26,570 --> 00:01:31,770 +require, their fears, their problems and so on and + +18 +00:01:31,770 --> 00:01:34,390 +listening we decided to take the first letter + +19 +00:01:34,390 --> 00:01:38,080 +which is called L Later on we are going to go to + +20 +00:01:38,080 --> 00:01:41,880 +something called sharing. We talk or we abbreviate + +21 +00:01:41,880 --> 00:01:45,020 +it by depending on one letter which is called S. + +22 +00:01:45,960 --> 00:01:50,000 +Share means concerns without judgement. In other + +23 +00:01:50,000 --> 00:01:52,640 +words, don't make any judgements about your + +24 +00:01:52,640 --> 00:01:57,960 +prospects. If they are nagging persons, if they + +25 +00:01:57,960 --> 00:02:02,440 +are annoying ones and so on. Listen and share + +26 +00:02:02,440 --> 00:02:04,600 +their feelings, their experiences and their + +27 +00:02:04,600 --> 00:02:07,850 +demands and wants. in a very patient and + +28 +00:02:07,850 --> 00:02:11,490 +cooperative way a third technique we should + +29 +00:02:11,490 --> 00:02:16,790 +clarify the word clarify means any question which + +30 +00:02:16,790 --> 00:02:20,050 +might be raised by the customers you as a + +31 +00:02:20,050 --> 00:02:22,690 +salesperson you must be able to respond this + +32 +00:02:22,690 --> 00:02:26,010 +question if you respond to this question this + +33 +00:02:26,010 --> 00:02:30,790 +means we are clarifying facts for whom? for the + +34 +00:02:30,790 --> 00:02:35,370 +customers and a third one problem solved Which + +35 +00:02:35,370 --> 00:02:38,490 +means we have to present options and solutions. + +36 +00:02:39,610 --> 00:02:43,750 +And remember, we didn't say here one problem or + +37 +00:02:43,750 --> 00:02:47,310 +one solution or one model. In other words, we are + +38 +00:02:47,310 --> 00:02:51,330 +talking about a set of alternatives. And the + +39 +00:02:51,330 --> 00:02:54,650 +alternative which is classified or evaluated to be + +40 +00:02:54,650 --> 00:02:57,970 +the best one should be decided by the customer + +41 +00:02:57,970 --> 00:03:02,940 +rather than by us as a salesperson. So here we are + +42 +00:03:02,940 --> 00:03:07,620 +playing the role of the advisor rather than the + +43 +00:03:07,620 --> 00:03:11,620 +decision maker. Finally, we should conclude by + +44 +00:03:11,620 --> 00:03:15,060 +something called ask for action, which means to + +45 +00:03:15,060 --> 00:03:18,060 +determine the commitment. When we are saying ask + +46 +00:03:18,060 --> 00:03:21,920 +for action, it means anything which we are going + +47 +00:03:21,920 --> 00:03:26,080 +to promise our customer that we are going to do + +48 +00:03:26,080 --> 00:03:29,700 +for his own interest, it must be fulfilled and it + +49 +00:03:29,700 --> 00:03:33,680 +must be done on the ground. So in other words, we + +50 +00:03:33,680 --> 00:03:38,320 +have to talk or we have to walk the talk. What we + +51 +00:03:38,320 --> 00:03:42,320 +are talking about, it must be executed. So by all + +52 +00:03:42,320 --> 00:03:44,440 +these things, we are referring to a term which is + +53 +00:03:44,440 --> 00:03:47,500 +called LSCPA. + +54 +00:03:48,440 --> 00:03:51,460 +These are techniques by which we can handle the + +55 +00:03:51,460 --> 00:03:55,360 +concern or the anxiety in the heart and in the + +56 +00:03:55,360 --> 00:04:00,260 +mind of our prospects. Any questions, any comments + +57 +00:04:00,260 --> 00:04:04,340 +about this? Any questions, any comments? Move on. + +58 +00:04:06,360 --> 00:04:08,940 +Let's now go to the final thing, which is closing + +59 +00:04:08,940 --> 00:04:13,160 +skills. Closing occurs when a salesperson asks for + +60 +00:04:13,160 --> 00:04:16,820 +a commitment from the customer. A commitment to do + +61 +00:04:16,820 --> 00:04:20,940 +what? A commitment that, me as a prospect, I + +62 +00:04:20,940 --> 00:04:25,340 +demanded or I wanted this product or service. And + +63 +00:04:25,340 --> 00:04:28,560 +also, I have a commitment to pay all my financial + +64 +00:04:28,560 --> 00:04:33,020 +obligations. which worth this service or that + +65 +00:04:33,020 --> 00:04:37,240 +product. And here we are going to focus on three + +66 +00:04:37,240 --> 00:04:40,360 +major things, when to close, trial closes and + +67 +00:04:40,360 --> 00:04:44,820 +buying signals. And listen here, when to close, + +68 +00:04:45,120 --> 00:04:47,200 +this is something considered to be the most + +69 +00:04:47,200 --> 00:04:51,760 +difficult thing when in the sales transaction. + +70 +00:04:53,180 --> 00:04:56,580 +Somebody is going to say, why we are saying winter + +71 +00:04:56,580 --> 00:04:59,120 +clothes is something which is very difficult. Two + +72 +00:04:59,120 --> 00:05:03,460 +major issues. Number one, all the time remember, + +73 +00:05:04,540 --> 00:05:06,500 +our sales persons they are reluctant, + +74 +00:05:09,640 --> 00:05:12,680 +which means they are hesitant, they cannot take + +75 +00:05:12,680 --> 00:05:16,400 +appropriate decisions. Number two, they are + +76 +00:05:16,400 --> 00:05:18,080 +suffering from fear of rejection. + +77 +00:05:22,290 --> 00:05:25,310 +Musabbat is going to say why they are going to be + +78 +00:05:25,310 --> 00:05:29,530 +afraid of being rejected. All the time remember, + +79 +00:05:30,410 --> 00:05:33,990 +if the prospect didn't get enough information or + +80 +00:05:33,990 --> 00:05:38,250 +data or answers about his or her questions, they + +81 +00:05:38,250 --> 00:05:42,870 +are not going to approve or accept your offer. So + +82 +00:05:42,870 --> 00:05:46,720 +our sales persons they are reluctant. Because they + +83 +00:05:46,720 --> 00:05:50,660 +prefer that the first step of closing a business + +84 +00:05:50,660 --> 00:05:53,260 +transaction, it must be experienced by the + +85 +00:05:53,260 --> 00:05:58,380 +prospect rather than by us as sales persons. So + +86 +00:05:58,380 --> 00:06:01,860 +they will be reluctant, they will be hesitant. We + +87 +00:06:01,860 --> 00:06:04,520 +are watching and supervising and waiting for the + +88 +00:06:04,520 --> 00:06:08,700 +correct signals. If the correct signals show up, + +89 +00:06:09,100 --> 00:06:14,610 +then we will offer our own transaction. But if the + +90 +00:06:14,610 --> 00:06:17,790 +signals were not appreciated or perceived by us in + +91 +00:06:17,790 --> 00:06:21,730 +a correct way, we will remain reluctant. Somebody + +92 +00:06:21,730 --> 00:06:23,650 +from you might ask, are we talking about + +93 +00:06:23,650 --> 00:06:28,330 +reluctance which are felt by new sales persons? + +94 +00:06:29,110 --> 00:06:31,810 +Also, we are talking about reluctance which might + +95 +00:06:31,810 --> 00:06:35,230 +be felt by sales persons who are having a long + +96 +00:06:35,230 --> 00:06:39,970 +experience. In other words, reluctance is + +97 +00:06:39,970 --> 00:06:42,930 +considered to be a natural feeling in the heart of + +98 +00:06:42,930 --> 00:06:47,030 +the experts and the non-experts from salespeople. + +99 +00:06:48,690 --> 00:06:52,790 +Okay, move on. Closing techniques, how we are + +100 +00:06:52,790 --> 00:06:55,870 +going to close any business transaction. Let's + +101 +00:06:55,870 --> 00:06:59,010 +summarize them. Number one, all the time the sales + +102 +00:06:59,010 --> 00:07:01,930 +persons must be direct and they must be honest. In + +103 +00:07:01,930 --> 00:07:04,570 +other words, ask for the order in a + +104 +00:07:04,570 --> 00:07:09,830 +straightforward manner. Don't be manipulative. In + +105 +00:07:09,830 --> 00:07:14,010 +other + +106 +00:07:14,010 --> 00:07:16,750 +words, all the things which you would like to say, + +107 +00:07:16,890 --> 00:07:19,410 +they must be said in a very frank and direct way. + +108 +00:07:20,490 --> 00:07:22,570 +And don't adopt something called zigzagging + +109 +00:07:22,570 --> 00:07:31,820 +approach. Be frank, be clear. Third, all the time + +110 +00:07:31,820 --> 00:07:35,040 +try to summarize. Summarize what? The benefits + +111 +00:07:35,040 --> 00:07:39,560 +which will be taken or got by our prospect if he + +112 +00:07:39,560 --> 00:07:45,920 +bought a service or a product. A third, single + +113 +00:07:45,920 --> 00:07:48,380 +objection. What's the meaning of a single + +114 +00:07:48,380 --> 00:07:50,660 +objection? Single resistance. + +115 +00:07:53,120 --> 00:07:59,830 +All the time remember. All the times remember. We + +116 +00:07:59,830 --> 00:08:01,930 +should overcome. If you do not like fact and + +117 +00:08:01,930 --> 00:08:04,310 +objection, we can look at the word obstacle. It is + +118 +00:08:04,310 --> 00:08:08,570 +the same. All the time remember, all obstacles and + +119 +00:08:08,570 --> 00:08:12,910 +objections, they should be removed from the path + +120 +00:08:12,910 --> 00:08:16,590 +of conducting the transaction. How are we going to + +121 +00:08:16,590 --> 00:08:20,810 +remove them? By giving enough information for any + +122 +00:08:20,810 --> 00:08:25,590 +question raised by the prospect. Give him or her. + +123 +00:08:26,570 --> 00:08:29,950 +any insurance, any evidences, any demonstrable + +124 +00:08:29,950 --> 00:08:34,190 +lessons by which we will assure them that anything + +125 +00:08:34,190 --> 00:08:37,050 +might happen, we will overcome it and we are + +126 +00:08:37,050 --> 00:08:41,870 +responsible for it. A fourth assumption, in other + +127 +00:08:41,870 --> 00:08:46,030 +words, assume readiness to buy and focus on the + +128 +00:08:46,030 --> 00:08:49,010 +transaction details. The word assumption here, it + +129 +00:08:49,010 --> 00:08:52,650 +refers to a stage where we as a salesperson, we + +130 +00:08:52,650 --> 00:08:56,440 +will assume that everything now is ready for + +131 +00:08:56,440 --> 00:08:59,340 +conducting and finalizing what? The closed + +132 +00:08:59,340 --> 00:09:01,460 +business transaction. To close business + +133 +00:09:01,460 --> 00:09:05,140 +transaction. Finally, we'll talk about something + +134 +00:09:05,140 --> 00:09:09,420 +called choice. When the choice, we are focusing on + +135 +00:09:09,420 --> 00:09:12,120 +the version to be ordered. Somebody is going to + +136 +00:09:12,120 --> 00:09:14,880 +say, what's the meaning of the word version? For + +137 +00:09:14,880 --> 00:09:17,660 +example, if you would like to buy a book, every + +138 +00:09:17,660 --> 00:09:21,420 +book has its own version. version of 2002 for + +139 +00:09:21,420 --> 00:09:25,720 +example four six seven nine eleven and so on the + +140 +00:09:25,720 --> 00:09:27,760 +same thing with any product and the same thing + +141 +00:09:27,760 --> 00:09:30,700 +with any service all the products they have + +142 +00:09:30,700 --> 00:09:33,860 +versions well this is reminding us with the truth + +143 +00:09:33,860 --> 00:09:36,240 +which we said about the products every product has + +144 +00:09:36,240 --> 00:09:41,260 +its own life cycle so this life cycle it is going + +145 +00:09:41,260 --> 00:09:46,160 +to go or to go through stages it is going to be + +146 +00:09:46,160 --> 00:09:48,920 +developed it is going to be enhanced and every + +147 +00:09:48,920 --> 00:09:53,340 +enhancement stage it is expressed by a version, it + +148 +00:09:53,340 --> 00:09:59,160 +is expressed by a type or a kind of version. So + +149 +00:09:59,160 --> 00:10:02,580 +these are briefly the major selling techniques by + +150 +00:10:02,580 --> 00:10:06,860 +which we can close any business transaction. Any + +151 +00:10:06,860 --> 00:10:11,840 +questions or comments about this? Okay, let's + +152 +00:10:11,840 --> 00:10:14,300 +conclude by talking about something which is very + +153 +00:10:14,300 --> 00:10:18,270 +important. This thing is the following, we will + +154 +00:10:18,270 --> 00:10:20,850 +talk about something called how we are going to + +155 +00:10:20,850 --> 00:10:24,210 +support the buying decision. Or in other words, + +156 +00:10:24,710 --> 00:10:26,090 +both interaction phase skills. + +157 +00:10:29,730 --> 00:10:33,430 +The both interaction phase skills, it means we are + +158 +00:10:33,430 --> 00:10:37,250 +talking about skills which are required to + +159 +00:10:37,250 --> 00:10:42,670 +reinforce the decision of buying. In other words, + +160 +00:10:43,330 --> 00:10:46,850 +we are talking about skills which we must use to + +161 +00:10:46,850 --> 00:10:50,450 +make the customers not feeling regret that they + +162 +00:10:50,450 --> 00:10:55,450 +bought our product or service. Clear? These + +163 +00:10:55,450 --> 00:10:59,850 +techniques are four. Beginning from support the + +164 +00:10:59,850 --> 00:11:02,530 +buying decision. After a while, we are going to + +165 +00:11:02,530 --> 00:11:04,750 +provide you with lessons about how we are going to + +166 +00:11:04,750 --> 00:11:08,690 +support the buying decision. Second, manage the + +167 +00:11:08,690 --> 00:11:13,320 +implementation. Third, deal with dissatisfaction + +168 +00:11:13,320 --> 00:11:17,780 +and fourth, enhance the relationship. So these are + +169 +00:11:17,780 --> 00:11:21,740 +briefly the major methods by which we can enhance + +170 +00:11:21,740 --> 00:11:26,060 +and support the decision buying. Let's begin with + +171 +00:11:26,060 --> 00:11:27,700 +the pillars. What's the meaning of the word + +172 +00:11:27,700 --> 00:11:33,480 +pillar? Ways. And sometimes we are calling it or + +173 +00:11:33,480 --> 00:11:36,140 +naming it to be strategies. The pillars of sales + +174 +00:11:36,140 --> 00:11:38,580 +support. Listen here. So technique number one, + +175 +00:11:38,620 --> 00:11:41,450 +what did we name it? Support the buying decision. + +176 +00:11:41,690 --> 00:11:45,050 +How? Number one, we have to reduce the buyer + +177 +00:11:45,050 --> 00:11:48,970 +anxiety and worry. How? By answering any question + +178 +00:11:48,970 --> 00:11:51,390 +or concern that might be raised by the prospect. + +179 +00:11:52,590 --> 00:11:55,190 +Another technique, we have to make a follow-up + +180 +00:11:55,190 --> 00:11:59,050 +call. Let's give example. Imagine Hanin she is + +181 +00:11:59,050 --> 00:12:01,970 +going to buy for example from us a laptop or a car + +182 +00:12:01,970 --> 00:12:06,730 +or whatever. After four or five days, we give her + +183 +00:12:06,730 --> 00:12:11,710 +a phone call. Why? We are asking her, how are you + +184 +00:12:11,710 --> 00:12:14,330 +Ms. Hanin and how was the product which you + +185 +00:12:14,330 --> 00:12:19,250 +purchased from us? If her response is okay, then + +186 +00:12:19,250 --> 00:12:22,010 +she is going to tell us okay. If not, she will + +187 +00:12:22,010 --> 00:12:25,390 +tell us not. But this isn't my concern now in this + +188 +00:12:25,390 --> 00:12:28,750 +example. My concern is the following. How our + +189 +00:12:28,750 --> 00:12:31,150 +message is going to be reflected on the heart of + +190 +00:12:31,150 --> 00:12:34,280 +this prospect? after we closed a business + +191 +00:12:34,280 --> 00:12:38,240 +transaction and after we cashed the price and in + +192 +00:12:38,240 --> 00:12:40,900 +spite of this after three or four days we gave her + +193 +00:12:40,900 --> 00:12:43,540 +a phone call to be sure that everything is okay + +194 +00:12:43,540 --> 00:12:48,220 +the impression is going to be excellent why this + +195 +00:12:48,220 --> 00:12:51,600 +prospect is going to say this company isn't + +196 +00:12:51,600 --> 00:12:57,090 +opportunist in other words They cashed the money + +197 +00:12:57,090 --> 00:13:00,970 +after I bought this product from them. In spite of + +198 +00:13:00,970 --> 00:13:04,030 +this, they are trying to be sure that everything + +199 +00:13:04,030 --> 00:13:08,170 +is okay regarding this product. So this is going + +200 +00:13:08,170 --> 00:13:11,570 +to leave us a very psychological support, which + +201 +00:13:11,570 --> 00:13:14,590 +will be transmitted or felt in the heart and in + +202 +00:13:14,590 --> 00:13:19,290 +the mind by our customer. Third technique, ask for + +203 +00:13:19,290 --> 00:13:24,270 +feedback. Ask this prospect about anything related + +204 +00:13:24,270 --> 00:13:28,250 +to this product or service. How is it? Are you + +205 +00:13:28,250 --> 00:13:30,290 +facing problems or troubles in installing and + +206 +00:13:30,290 --> 00:13:33,490 +using and consuming it? Do you need any feedback? + +207 +00:13:33,710 --> 00:13:35,770 +Do you need assistance? Do you need spare parts? + +208 +00:13:35,870 --> 00:13:38,670 +All these things. So this feedback is considered + +209 +00:13:38,670 --> 00:13:41,730 +to be a third technique by which we can support + +210 +00:13:41,730 --> 00:13:46,210 +the buying decision. Let's talk about the second + +211 +00:13:46,210 --> 00:13:50,820 +method. The second method is main or means managed + +212 +00:13:50,820 --> 00:13:53,800 +implementation or managed implementation means we + +213 +00:13:53,800 --> 00:13:55,700 +have to walk our talk. + +214 +00:13:58,900 --> 00:14:02,820 +In other words, we have to execute anything which + +215 +00:14:02,820 --> 00:14:05,000 +we might have promised our prospects to do or + +216 +00:14:05,000 --> 00:14:09,620 +offer. So what we are saying and talking about, it + +217 +00:14:09,620 --> 00:14:12,480 +must be executed and translated into realistic + +218 +00:14:12,480 --> 00:14:17,060 +actions on the ground. Therefore, we have to + +219 +00:14:17,060 --> 00:14:20,460 +assist our approval process, introduce support + +220 +00:14:20,460 --> 00:14:24,180 +resources, monitor and report progress. Let's give + +221 +00:14:24,180 --> 00:14:26,980 +example for this, introduce support resources. + +222 +00:14:27,760 --> 00:14:30,020 +Imagine our prospect or customer would like to + +223 +00:14:30,020 --> 00:14:32,540 +have more information, would like to get + +224 +00:14:32,540 --> 00:14:35,360 +assistance regarding ideas, regarding anything + +225 +00:14:35,360 --> 00:14:38,040 +which is related to the technicalities of this + +226 +00:14:38,040 --> 00:14:43,510 +product or service. did we or did or should we + +227 +00:14:43,510 --> 00:14:46,070 +provide him with this required information or data + +228 +00:14:46,070 --> 00:14:49,430 +or ideas of course a second thing assessed + +229 +00:14:49,430 --> 00:14:52,310 +regarding the approval or the withdrawal of the + +230 +00:14:52,310 --> 00:14:55,870 +process remember here all the time if you would + +231 +00:14:55,870 --> 00:14:58,590 +like to assess or approve the process some + +232 +00:14:58,590 --> 00:15:01,250 +concerns must be raised by the prospects in other + +233 +00:15:01,250 --> 00:15:06,290 +words he must decide to phone or call us so if + +234 +00:15:06,290 --> 00:15:09,090 +he's going to phone or call us We are going to + +235 +00:15:09,090 --> 00:15:10,990 +look at the monitor of our cellphone and we are + +236 +00:15:10,990 --> 00:15:15,030 +going to see or diagnose his name. What is the + +237 +00:15:15,030 --> 00:15:16,770 +appropriate behavior which we should do in this + +238 +00:15:16,770 --> 00:15:21,060 +situation? We should open and respond. even if he + +239 +00:15:21,060 --> 00:15:24,080 +is going to call us through a telephone or even if + +240 +00:15:24,080 --> 00:15:27,740 +he is going to visit our company and visit you as + +241 +00:15:27,740 --> 00:15:30,700 +a salesperson in your office, we shouldn't decline + +242 +00:15:30,700 --> 00:15:34,600 +his request to communicate or talk with you. If + +243 +00:15:34,600 --> 00:15:38,120 +you declined his offer, you are avoiding or + +244 +00:15:38,120 --> 00:15:42,900 +escaping from him or her. Why? Because you bought + +245 +00:15:42,900 --> 00:15:47,120 +and you cashed. Is this appropriate behavior in + +246 +00:15:47,120 --> 00:15:51,690 +the sales science? Why? Because we are talking and + +247 +00:15:51,690 --> 00:15:54,710 +emphasizing this fact which is we have to develop + +248 +00:15:54,710 --> 00:15:59,350 +long term relationship with our customers and not + +249 +00:15:59,350 --> 00:16:03,670 +be satisfied by one single incidence of sales. + +250 +00:16:05,690 --> 00:16:08,870 +Let's go to the third method which is called deal + +251 +00:16:08,870 --> 00:16:13,250 +with dissatisfaction. This dissatisfaction might + +252 +00:16:13,250 --> 00:16:16,030 +happen by many students especially after they are + +253 +00:16:16,030 --> 00:16:19,480 +going to get their points in the midterms. Is this + +254 +00:16:19,480 --> 00:16:22,140 +a natural thing? It's a natural thing. What should + +255 +00:16:22,140 --> 00:16:24,860 +we do? What should we deal with it? Or how can we + +256 +00:16:24,860 --> 00:16:27,540 +deal with it? You have to deal with it as a + +257 +00:16:27,540 --> 00:16:30,840 +natural thing. It is in the end of our life. The + +258 +00:16:30,840 --> 00:16:33,880 +same thing here. We have to deal with any + +259 +00:16:33,880 --> 00:16:38,120 +dissatisfaction which might be encountered by any + +260 +00:16:38,120 --> 00:16:42,040 +of our prospects. In other words, empathize with + +261 +00:16:42,040 --> 00:16:44,980 +the buyer. Which means we have to sympathize with + +262 +00:16:44,980 --> 00:16:48,980 +our buyer. Second, Respond to problems using + +263 +00:16:48,980 --> 00:16:52,440 +objection-banding techniques. When we are saying + +264 +00:16:52,440 --> 00:16:56,480 +respond, it means if our prospect or customer + +265 +00:16:56,480 --> 00:16:59,080 +tries to communicate with you, you must be ready + +266 +00:16:59,080 --> 00:17:01,960 +and available all the time. And don't avoid or + +267 +00:17:01,960 --> 00:17:06,360 +neglect him or her. Third, Anticipate concerns and + +268 +00:17:06,360 --> 00:17:09,780 +expectations. What does that mean? Expect in + +269 +00:17:09,780 --> 00:17:14,300 +advance. Or finally, reinforce the benefits. All + +270 +00:17:14,300 --> 00:17:16,760 +these are techniques by which we can deal with any + +271 +00:17:16,760 --> 00:17:18,900 +dissatisfaction. + +272 +00:17:19,780 --> 00:17:22,600 +The final layer, we would like to talk about how + +273 +00:17:22,600 --> 00:17:25,620 +we will enhance our relationship. Number one, be + +274 +00:17:25,620 --> 00:17:30,040 +available. I am here if you or I am her if you + +275 +00:17:30,040 --> 00:17:34,200 +need me. When we are saying I am her, be + +276 +00:17:34,200 --> 00:17:38,170 +persistent, be existent. And don't hide behind the + +277 +00:17:38,170 --> 00:17:40,850 +scene, especially if you are demanded or required + +278 +00:17:40,850 --> 00:17:44,870 +by this customer. Second, arrange continual + +279 +00:17:44,870 --> 00:17:49,070 +personal communication. Third, maintain quality of + +280 +00:17:49,070 --> 00:17:52,250 +products and services. Fourth, provide ongoing + +281 +00:17:52,250 --> 00:17:56,430 +updates and progress reports. Fifth, be a resource + +282 +00:17:56,430 --> 00:18:01,150 +for info or help or ideas. Finally, grow the + +283 +00:18:01,150 --> 00:18:03,590 +business internally. And finally, ask for + +284 +00:18:03,590 --> 00:18:05,610 +referrals. What does it mean to ask for referrals? + +285 +00:18:07,040 --> 00:18:12,400 +Don't flatter yourself or flatter your company. It + +286 +00:18:12,400 --> 00:18:16,480 +is + +287 +00:18:16,480 --> 00:18:17,700 +equivalent to the word praise. + +288 +00:18:21,300 --> 00:18:25,760 +Don't flatter your company or praise yourself. But + +289 +00:18:25,760 --> 00:18:29,780 +leave the flattering or praising thing for a + +290 +00:18:29,780 --> 00:18:33,090 +customer who already dealt with you. Because by + +291 +00:18:33,090 --> 00:18:39,550 +this statement, this statement will be objective + +292 +00:18:39,550 --> 00:18:43,290 +and neutral. Why? Because it is coming from a + +293 +00:18:43,290 --> 00:18:47,090 +third party, not coming from you as a sales + +294 +00:18:47,090 --> 00:18:51,850 +company. Not coming from you as a sales company. + +295 +00:18:52,350 --> 00:18:56,330 +And finally grow their business internally. And + +296 +00:18:56,330 --> 00:18:59,870 +this is an ideology which means if your customer + +297 +00:18:59,870 --> 00:19:03,530 +will grow in his own business, for sure your sales + +298 +00:19:03,530 --> 00:19:06,770 +for him or her will grow as well. And the vice + +299 +00:19:06,770 --> 00:19:11,250 +versa is correct. Finally, as for reference, we + +300 +00:19:11,250 --> 00:19:13,750 +talked about it. So these are the major techniques + +301 +00:19:13,750 --> 00:19:18,290 +by which we can enhance our relationship with our + +302 +00:19:18,290 --> 00:19:22,570 +own customers. Let's conclude by these things. + +303 +00:19:23,310 --> 00:19:27,320 +Ways that might anger customers. When we are going + +304 +00:19:27,320 --> 00:19:29,400 +to identify and talk about the ways to anger a + +305 +00:19:29,400 --> 00:19:33,960 +customer, this means we have to avoid them. The + +306 +00:19:33,960 --> 00:19:36,240 +anger of the customer can be caused by what? + +307 +00:19:36,400 --> 00:19:42,390 +Number one, constant selling. If Fatima is + +308 +00:19:42,390 --> 00:19:45,550 +considered to be our customer, it isn't + +309 +00:19:45,550 --> 00:19:49,450 +acceptable, it isn't appropriate to call her every + +310 +00:19:49,450 --> 00:19:52,690 +single hour or to call her every single day asking + +311 +00:19:52,690 --> 00:19:56,730 +her or telling her or informing her about any + +312 +00:19:56,730 --> 00:19:59,870 +sales offer which we might have as a company. Is + +313 +00:19:59,870 --> 00:20:02,310 +this acceptable behavior? It isn't acceptable. + +314 +00:20:02,410 --> 00:20:07,050 +Why? Because we will be seen as bushy sales + +315 +00:20:07,050 --> 00:20:10,740 +persons. What does it mean to be bushy? Exactly, + +316 +00:20:10,880 --> 00:20:13,260 +they are under pressure. What did we say? + +317 +00:20:13,960 --> 00:20:17,360 +Remember, the sales transaction might be happened + +318 +00:20:17,360 --> 00:20:21,000 +or might be conducted under the atmosphere of + +319 +00:20:21,000 --> 00:20:24,340 +silence. Somebody is going to say, what is the + +320 +00:20:24,340 --> 00:20:28,060 +meaning of atmosphere of silence? Atmosphere where + +321 +00:20:28,060 --> 00:20:30,580 +you as a salesperson must be away from the + +322 +00:20:30,580 --> 00:20:33,780 +prospect, so that the prospect can think deeply + +323 +00:20:33,780 --> 00:20:39,300 +and quietly about your offer. So don't be + +324 +00:20:39,300 --> 00:20:42,160 +available in the scene. We are going to leave for + +325 +00:20:42,160 --> 00:20:46,340 +him or her our contact information. If he or she + +326 +00:20:46,340 --> 00:20:49,120 +decided to buy from us, that's nice. If not, not. + +327 +00:20:49,900 --> 00:20:53,840 +This is the life. So once again, we should not be + +328 +00:20:53,840 --> 00:20:56,980 +pushy. So don't phone every single day or every + +329 +00:20:56,980 --> 00:21:00,600 +single hour, offering this prospect or talking + +330 +00:21:00,600 --> 00:21:04,020 +about your offered sales. This isn't acceptable + +331 +00:21:04,020 --> 00:21:07,340 +behavior. Will it cause a kind of anger in the + +332 +00:21:07,340 --> 00:21:09,040 +heart and in the mind of the salesperson? Of + +333 +00:21:09,040 --> 00:21:13,060 +course. Why? Because you will be seen as a nagging + +334 +00:21:13,060 --> 00:21:16,680 +salesperson. And nagging people are not welcome. + +335 +00:21:16,960 --> 00:21:19,820 +Nagging people are not liked. Nagging people are + +336 +00:21:19,820 --> 00:21:24,440 +not appreciated by others. Second, Neglecting + +337 +00:21:24,440 --> 00:21:28,990 +customer problems. If the customer complained + +338 +00:21:28,990 --> 00:21:32,290 +about any problem, about an issue regarding the + +339 +00:21:32,290 --> 00:21:34,990 +product or the service, you should be available + +340 +00:21:34,990 --> 00:21:39,450 +and sit beside him or her. But if he tried to + +341 +00:21:39,450 --> 00:21:43,550 +reach you and you were avoiding them, it means we + +342 +00:21:43,550 --> 00:21:47,210 +are trying to escape from them. This is going to + +343 +00:21:47,210 --> 00:21:51,250 +cause what? The anger of the customer. A third + +344 +00:21:51,250 --> 00:21:55,250 +source talking too much. In other words, you are + +345 +00:21:55,250 --> 00:21:57,790 +talking more than you are listening to them. Is + +346 +00:21:57,790 --> 00:21:59,630 +this a problem? It's a problem. Is it causing + +347 +00:21:59,630 --> 00:22:04,070 +anger? It is causing anger. So it is preferred to + +348 +00:22:04,070 --> 00:22:10,250 +listen more than talk. Fourth is searching the + +349 +00:22:10,250 --> 00:22:14,090 +truth. In other words, we will continue talking + +350 +00:22:14,090 --> 00:22:16,030 +about the benefits of the product or the service + +351 +00:22:16,030 --> 00:22:20,340 +all the time. Is this correct? It isn't. So what + +352 +00:22:20,340 --> 00:22:22,980 +should we do? We should believe in this Arabic + +353 +00:22:22,980 --> 00:22:25,980 +proverb which is saying خَرِ الكلام مَغَلَّ و + +354 +00:22:25,980 --> 00:22:31,140 +That's it. Finally, we will talk about no thanks + +355 +00:22:31,140 --> 00:22:33,300 +use. In other words, if you finished a meeting + +356 +00:22:33,300 --> 00:22:35,560 +with the prospect or if you finished a phone + +357 +00:22:35,560 --> 00:22:38,380 +conversation with them, all the time remember to + +358 +00:22:38,380 --> 00:22:40,950 +thank them. If you are not going to thank them, + +359 +00:22:41,010 --> 00:22:45,110 +you will be seen as an impolite salesperson. Is + +360 +00:22:45,110 --> 00:22:48,230 +this a cause or a source of anger? Yes, it is a + +361 +00:22:48,230 --> 00:22:51,450 +source of anger. So these are briefly the major + +362 +00:22:51,450 --> 00:22:54,250 +sources by which we can create or increase the + +363 +00:22:54,250 --> 00:22:57,110 +level of anger in the heart of our own customers. + +364 +00:22:57,670 --> 00:23:00,330 +And all the times we should be careful regarding + +365 +00:23:00,330 --> 00:23:04,190 +these sources. And we should not fill in the trap. + +366 +00:23:05,050 --> 00:23:10,160 +Any questions or comments about this? Okay, we + +367 +00:23:10,160 --> 00:23:11,780 +talked about the customer interaction and the + +368 +00:23:11,780 --> 00:23:14,840 +practices. I think this is the end of chapter + +369 +00:23:14,840 --> 00:23:17,600 +number five. Before we conclude, give me a chance + +370 +00:23:17,600 --> 00:23:24,920 +to talk about something important also. Now, we + +371 +00:23:24,920 --> 00:23:30,540 +will talk about new techniques by + +372 +00:23:30,540 --> 00:23:32,880 +which we can ensure that we will increase the + +373 +00:23:32,880 --> 00:23:35,300 +level of closing a business transaction + +374 +00:23:35,300 --> 00:23:38,790 +successfully. What are these techniques? Number + +375 +00:23:38,790 --> 00:23:45,770 +one, read alternative + +376 +00:23:45,770 --> 00:23:46,330 +choice. + +377 +00:23:48,890 --> 00:23:53,670 +And number two, we are talking about what? + +378 +00:23:55,950 --> 00:23:57,130 +Decision choice. + +379 +00:24:00,650 --> 00:24:05,090 +Regarding the alternative choice, remember We are + +380 +00:24:05,090 --> 00:24:06,830 +going to provide you with two scenarios or two + +381 +00:24:06,830 --> 00:24:09,530 +examples. Imagine we are going to go and visit a + +382 +00:24:09,530 --> 00:24:14,030 +electrical store. Imagine we would like to buy + +383 +00:24:14,030 --> 00:24:18,730 +LCD. Scenario number one and scenario number two. + +384 +00:24:18,930 --> 00:24:21,590 +In scenario number one, the salesperson is going + +385 +00:24:21,590 --> 00:24:31,790 +to provide us with variety of colors and models of + +386 +00:24:32,790 --> 00:24:41,430 +LCD or LCDs, including Toshiba, Samsung, LG, Sony + +387 +00:24:41,430 --> 00:24:46,070 +and so on. All these are models. In second + +388 +00:24:46,070 --> 00:24:49,790 +scenario, the salesperson told you sadly, Wallah + +389 +00:24:49,790 --> 00:24:54,810 +sir or madam, we do not have only one model, which + +390 +00:24:54,810 --> 00:24:59,540 +is for example LG. Now let's evaluate the two + +391 +00:24:59,540 --> 00:25:02,700 +scenarios. What is the probability that a business + +392 +00:25:02,700 --> 00:25:05,360 +transaction will be conducted successfully in + +393 +00:25:05,360 --> 00:25:07,860 +scenario number one in comparison with scenario + +394 +00:25:07,860 --> 00:25:10,800 +number two? The probability here it might exceed + +395 +00:25:10,800 --> 00:25:14,980 +more than 80% but here it might not exceed more + +396 +00:25:14,980 --> 00:25:21,140 +than 20%. So this is considered to be one of the + +397 +00:25:21,140 --> 00:25:23,620 +secrets by which we can conduct a sales + +398 +00:25:23,620 --> 00:25:25,260 +transaction successfully. + +399 +00:25:27,320 --> 00:25:32,020 +Technique number two, decision choice, which means + +400 +00:25:32,020 --> 00:25:35,060 +if we would like to conduct the business + +401 +00:25:35,060 --> 00:25:39,960 +transaction successfully, we sit, don't be bushy, + +402 +00:25:40,500 --> 00:25:47,760 +where your role must be only advisory. Talk about + +403 +00:25:47,760 --> 00:25:49,700 +the specification of the products or the models, + +404 +00:25:50,300 --> 00:25:53,100 +and give them information as much as you can, but + +405 +00:25:53,100 --> 00:25:55,940 +don't exercise any kind of pressure regarding any + +406 +00:25:55,940 --> 00:25:59,520 +specific decision making. You are just advisor. + +407 +00:26:00,880 --> 00:26:03,220 +And a second thing, you should prepare + +408 +00:26:03,220 --> 00:26:06,080 +simultaneously with something which is called + +409 +00:26:06,080 --> 00:26:06,900 +action plan. + +410 +00:26:09,640 --> 00:26:11,300 +Somebody is going to say what's the meaning of + +411 +00:26:11,300 --> 00:26:15,880 +action plan? If you felt that your prospect is + +412 +00:26:15,880 --> 00:26:18,160 +about to take a decision or to buy a product + +413 +00:26:18,160 --> 00:26:25,000 +directly and in the spot during the same time, ask + +414 +00:26:25,000 --> 00:26:29,300 +the customer to provide you with his address. The + +415 +00:26:29,300 --> 00:26:33,300 +address refers to the place of his home or house. + +416 +00:26:34,200 --> 00:26:36,660 +Second, ask him about the time when he is going to + +417 +00:26:36,660 --> 00:26:41,600 +be available. Why? to tell the customer that we + +418 +00:26:41,600 --> 00:26:45,080 +are ready to send and install this product at his + +419 +00:26:45,080 --> 00:26:49,380 +home or at his store or at his company. So the + +420 +00:26:49,380 --> 00:26:52,120 +place and the time means we are talking about + +421 +00:26:52,120 --> 00:26:55,940 +action plan which was confirmed by the prospect or + +422 +00:26:55,940 --> 00:26:59,380 +the customer. How do we know? Because he already + +423 +00:26:59,380 --> 00:27:05,240 +agreed to provide you with this information. But + +424 +00:27:05,240 --> 00:27:07,300 +if the prospect or the customer told you, Wallah + +425 +00:27:07,300 --> 00:27:10,340 +I'm apologizing, or I'm not going to give you the + +426 +00:27:10,340 --> 00:27:13,920 +address of my company or house this means we till + +427 +00:27:13,920 --> 00:27:16,720 +now didn't finalize a business transaction + +428 +00:27:16,720 --> 00:27:23,340 +successfully clear so let's sum up So, two + +429 +00:27:23,340 --> 00:27:27,000 +techniques by which we can exceed the probability + +430 +00:27:27,000 --> 00:27:30,040 +of constructing a sales transaction successfully. + +431 +00:27:30,340 --> 00:27:34,060 +Number one, alternative choice, which means if + +432 +00:27:34,060 --> 00:27:36,340 +your company is going to provide its own prospects + +433 +00:27:36,340 --> 00:27:39,400 +or customers with a variety of models and colors, + +434 +00:27:40,000 --> 00:27:41,980 +this is going to increase the probability of + +435 +00:27:41,980 --> 00:27:45,620 +successful sales transactions. And vice versa is + +436 +00:27:46,350 --> 00:27:49,670 +Correct. A second technique is decision choice. In + +437 +00:27:49,670 --> 00:27:52,810 +other words, your role as a salesperson is just + +438 +00:27:52,810 --> 00:27:57,650 +advisor rather than decision maker. Also, while + +439 +00:27:57,650 --> 00:28:00,250 +you are talking, you should seize the time. In + +440 +00:28:00,250 --> 00:28:02,990 +other words, you should elicit information about + +441 +00:28:02,990 --> 00:28:05,870 +the address where you can send this product or + +442 +00:28:05,870 --> 00:28:09,730 +this service to the customers, house, company, + +443 +00:28:09,810 --> 00:28:14,020 +etc. So, the place and the time Information is + +444 +00:28:14,020 --> 00:28:16,560 +related to something called action plan which + +445 +00:28:16,560 --> 00:28:20,660 +should be used at the same situation without + +446 +00:28:20,660 --> 00:28:23,080 +wasting any time. + +447 +00:28:24,720 --> 00:28:27,820 +Any question or comments about this? Any question + +448 +00:28:27,820 --> 00:28:32,020 +or comments? Now, by this we are saying bye bye + +449 +00:28:32,020 --> 00:28:34,840 +for chapter number five. InshaAllah next Wednesday + +450 +00:28:34,840 --> 00:28:37,500 +we are going to start with a new chapter which is + +451 +00:28:37,500 --> 00:28:40,640 +chapter number six. Any question or comments about + +452 +00:28:40,640 --> 00:28:44,130 +chapter number five? Any question and objections, + +453 +00:28:52,890 --> 00:28:59,950 +any concerns, any anxiety? Go on. Thank you very + +454 +00:28:59,950 --> 00:29:00,450 +much. See you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..ceb963fcf24581fcf879ed77032e2264c92c4c83 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 3884, "start": 21.44, "end": 38.84, "text": " Okay, today we will talk about the third phase which is called boss interaction. 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What we are talking about, it must be executed. So by all these things, we are referring to a term which is called LSCPA. These are techniques by which we can handle the concern or the anxiety in the heart and in the mind of our prospects. 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Move on. Let's now go to the final thing, which is closing skills. Closing occurs when a salesperson asks for a commitment from the customer. A commitment to do what? A commitment that, me as a prospect, I demanded or I wanted this product or service. 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And here we are going to focus on three major things, when to close, trial closes and buying signals. 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Two major issues. Number one, all the time remember, our sales persons they are reluctant, which means they are hesitant, they cannot take appropriate decisions. 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All the time remember, if the prospect didn't get enough information or data or answers about his or her questions, they are not going to approve or accept your offer. So our sales persons they are reluctant.", "tokens": [3569, 455, 11980, 307, 516, 281, 584, 983, 436, 366, 516, 281, 312, 4638, 295, 885, 15749, 13, 1057, 264, 565, 1604, 11, 498, 264, 15005, 994, 380, 483, 1547, 1589, 420, 1412, 420, 6338, 466, 702, 420, 720, 1651, 11, 436, 366, 406, 516, 281, 18827, 420, 3241, 428, 2626, 13, 407, 527, 5763, 14453, 436, 366, 33677, 13], "avg_logprob": -0.21644466724552092, "compression_ratio": 1.5573770491803278, "no_speech_prob": 0.0, "words": [{"start": 322.29, "end": 322.85, "word": " Musabbat", "probability": 0.4227701822916667}, {"start": 322.85, "end": 322.97, "word": " is", "probability": 0.83154296875}, {"start": 322.97, "end": 323.13, "word": " going", "probability": 0.92529296875}, {"start": 323.13, "end": 323.31, "word": " to", "probability": 0.97216796875}, {"start": 323.31, "end": 323.59, "word": " say", "probability": 0.8955078125}, {"start": 323.59, "end": 324.31, "word": " why", "probability": 0.6982421875}, {"start": 324.31, "end": 324.53, "word": " they", "probability": 0.82275390625}, {"start": 324.53, "end": 324.71, "word": " are", "probability": 0.89453125}, {"start": 324.71, "end": 324.99, "word": " going", "probability": 0.79052734375}, {"start": 324.99, "end": 325.17, "word": " to", "probability": 0.96923828125}, {"start": 325.17, "end": 325.31, "word": " be", "probability": 0.91455078125}, {"start": 325.31, "end": 325.83, "word": " afraid", "probability": 0.96826171875}, {"start": 325.83, "end": 326.17, "word": " of", "probability": 0.955078125}, {"start": 326.17, "end": 326.45, "word": " being", "probability": 0.9541015625}, {"start": 326.45, "end": 326.99, "word": " rejected.", "probability": 0.90869140625}, {"start": 328.23, "end": 328.61, "word": " All", "probability": 0.83935546875}, {"start": 328.61, "end": 328.81, "word": " the", "probability": 0.9169921875}, {"start": 328.81, "end": 329.07, "word": " time", "probability": 0.87890625}, {"start": 329.07, "end": 329.53, "word": " remember,", "probability": 0.71826171875}, {"start": 330.41, "end": 330.75, "word": " if", "probability": 0.86865234375}, {"start": 330.75, "end": 330.97, "word": " the", "probability": 0.873046875}, {"start": 330.97, "end": 331.51, "word": " prospect", "probability": 0.89990234375}, {"start": 331.51, "end": 332.19, "word": " didn't", "probability": 0.868408203125}, {"start": 332.19, "end": 332.49, "word": " get", "probability": 0.93359375}, {"start": 332.49, "end": 332.91, "word": " enough", "probability": 0.85302734375}, {"start": 332.91, "end": 333.61, "word": " information", "probability": 0.84423828125}, {"start": 333.61, "end": 333.99, "word": " or", "probability": 0.8359375}, {"start": 333.99, "end": 334.37, "word": " data", "probability": 0.931640625}, {"start": 334.37, "end": 334.61, "word": " or", "probability": 0.88134765625}, {"start": 334.61, "end": 335.09, "word": " answers", "probability": 0.849609375}, {"start": 335.09, "end": 336.03, "word": " about", "probability": 0.85986328125}, {"start": 336.03, "end": 336.41, "word": " his", "probability": 0.96240234375}, {"start": 336.41, "end": 336.67, "word": " or", "probability": 0.75244140625}, {"start": 336.67, "end": 337.01, "word": " her", "probability": 0.96728515625}, {"start": 337.01, "end": 337.59, "word": " questions,", "probability": 0.92333984375}, {"start": 338.11, "end": 338.25, "word": " they", "probability": 0.873046875}, {"start": 338.25, "end": 338.41, "word": " are", "probability": 0.86865234375}, {"start": 338.41, "end": 338.61, "word": " not", "probability": 0.93994140625}, {"start": 338.61, "end": 339.03, "word": " going", "probability": 0.94677734375}, {"start": 339.03, "end": 339.37, "word": " to", "probability": 0.96826171875}, {"start": 339.37, "end": 339.99, "word": " approve", "probability": 0.85009765625}, {"start": 339.99, "end": 340.31, "word": " or", "probability": 0.93896484375}, {"start": 340.31, "end": 340.63, "word": " accept", "probability": 0.904296875}, {"start": 340.63, "end": 340.79, "word": " your", "probability": 0.8818359375}, {"start": 340.79, "end": 341.03, "word": " offer.", "probability": 0.93310546875}, {"start": 342.45, "end": 342.87, "word": " So", "probability": 0.8896484375}, {"start": 342.87, "end": 343.59, "word": " our", "probability": 0.59765625}, {"start": 343.59, "end": 343.91, "word": " sales", "probability": 0.9462890625}, {"start": 343.91, "end": 344.27, "word": " persons", "probability": 0.58349609375}, {"start": 344.27, "end": 344.47, "word": " they", "probability": 0.431640625}, {"start": 344.47, "end": 344.63, "word": " are", "probability": 0.94189453125}, {"start": 344.63, "end": 344.97, "word": " reluctant.", "probability": 0.916015625}], "temperature": 1.0}, {"id": 13, "seek": 37070, "start": 346.04, "end": 370.7, "text": " Because they prefer that the first step of closing a business transaction, it must be experienced by the prospect rather than by us as sales persons. So they will be reluctant, they will be hesitant. We are watching and supervising and waiting for the correct signals. 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But if the signals were not appreciated or perceived by us in a correct way, we will remain reluctant. Somebody from you might ask, are we talking about reluctance which are felt by new sales persons? 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Okay, move on. Closing techniques, how we are going to close any business transaction. Let's summarize them. Number one, all the time the sales persons must be direct and they must be honest. 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Summarize what? The benefits which will be taken or got by our prospect if he bought a service or a product. A third, single objection. What's the meaning of a single objection? Single resistance. All the time remember. 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If you do not like fact and objection, we can look at the word obstacle. It is the same. All the time remember, all obstacles and objections, they should be removed from the path of conducting the transaction. How are we going to remove them? By giving enough information for any question raised by the prospect. 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So these are briefly the major selling techniques by which we can close any business transaction. Any questions or comments about this? 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This thing is the following, we will talk about something called how we are going to support the buying decision. Or in other words, both interaction phase skills. The both interaction phase skills, it means we are talking about skills which are required to reinforce the decision of buying.", "tokens": [639, 551, 307, 264, 3480, 11, 321, 486, 751, 466, 746, 1219, 577, 321, 366, 516, 281, 1406, 264, 6382, 3537, 13, 1610, 294, 661, 2283, 11, 1293, 9285, 5574, 3942, 13, 440, 1293, 9285, 5574, 3942, 11, 309, 1355, 321, 366, 1417, 466, 3942, 597, 366, 4739, 281, 22634, 264, 3537, 295, 6382, 13], "avg_logprob": -0.29464286885091234, "compression_ratio": 1.7176470588235293, "no_speech_prob": 0.0, "words": [{"start": 616.53, "end": 616.89, "word": " This", "probability": 0.304931640625}, {"start": 616.89, "end": 617.15, "word": " thing", "probability": 0.65478515625}, {"start": 617.15, "end": 617.29, "word": " is", "probability": 0.91259765625}, {"start": 617.29, "end": 617.43, "word": " the", "probability": 0.68505859375}, {"start": 617.43, "end": 617.69, "word": " following,", "probability": 0.90380859375}, {"start": 617.97, "end": 618.09, "word": " we", "probability": 0.8515625}, {"start": 618.09, "end": 618.27, "word": " will", "probability": 0.833984375}, {"start": 618.27, "end": 618.47, "word": " talk", "probability": 0.87646484375}, {"start": 618.47, "end": 618.69, "word": " about", "probability": 0.9072265625}, {"start": 618.69, "end": 618.95, "word": " something", "probability": 0.84326171875}, {"start": 618.95, "end": 619.41, "word": " called", "probability": 0.837890625}, {"start": 619.41, "end": 620.19, "word": " how", "probability": 0.470947265625}, {"start": 620.19, "end": 620.37, "word": " we", "probability": 0.833984375}, {"start": 620.37, "end": 620.49, "word": " are", "probability": 0.8291015625}, {"start": 620.49, "end": 620.69, "word": " going", "probability": 0.94384765625}, {"start": 620.69, "end": 620.85, "word": " to", "probability": 0.9580078125}, {"start": 620.85, "end": 621.39, "word": " support", "probability": 0.98388671875}, {"start": 621.39, "end": 621.89, "word": " the", "probability": 0.79931640625}, {"start": 621.89, "end": 622.11, "word": " buying", "probability": 0.93603515625}, {"start": 622.11, "end": 622.57, "word": " decision.", "probability": 0.8984375}, {"start": 623.31, "end": 623.47, "word": " Or", "probability": 0.78564453125}, {"start": 623.47, "end": 623.57, "word": " in", "probability": 0.88623046875}, {"start": 623.57, "end": 623.79, "word": " other", "probability": 0.8564453125}, {"start": 623.79, "end": 624.21, "word": " words,", "probability": 0.8671875}, {"start": 624.71, "end": 624.89, "word": " both", "probability": 0.43359375}, {"start": 624.89, "end": 625.47, "word": " interaction", "probability": 0.583984375}, {"start": 625.47, "end": 625.73, "word": " phase", "probability": 0.09564208984375}, {"start": 625.73, "end": 626.09, "word": " skills.", "probability": 0.481689453125}, {"start": 629.73, "end": 630.33, "word": " The", "probability": 0.7568359375}, {"start": 630.33, "end": 630.55, "word": " both", "probability": 0.6640625}, {"start": 630.55, "end": 631.03, "word": " interaction", "probability": 0.859375}, {"start": 631.03, "end": 631.25, "word": " phase", "probability": 0.8037109375}, {"start": 631.25, "end": 631.59, "word": " skills,", "probability": 0.86376953125}, {"start": 631.69, "end": 631.83, "word": " it", "probability": 0.87255859375}, {"start": 631.83, "end": 632.17, "word": " means", "probability": 0.92138671875}, {"start": 632.17, "end": 633.23, "word": " we", "probability": 0.7109375}, {"start": 633.23, "end": 633.43, "word": " are", "probability": 0.92041015625}, {"start": 633.43, "end": 633.77, "word": " talking", "probability": 0.8583984375}, {"start": 633.77, "end": 634.07, "word": " about", "probability": 0.90869140625}, {"start": 634.07, "end": 634.63, "word": " skills", "probability": 0.83349609375}, {"start": 634.63, "end": 635.83, "word": " which", "probability": 0.7978515625}, {"start": 635.83, "end": 636.05, "word": " are", "probability": 0.93603515625}, {"start": 636.05, "end": 636.65, "word": " required", "probability": 0.822265625}, {"start": 636.65, "end": 637.25, "word": " to", "probability": 0.96240234375}, {"start": 637.25, "end": 637.69, "word": " reinforce", "probability": 0.94140625}, {"start": 637.69, "end": 638.39, "word": " the", "probability": 0.91796875}, {"start": 638.39, "end": 638.93, "word": " decision", "probability": 0.92431640625}, {"start": 638.93, "end": 639.31, "word": " of", "probability": 0.95849609375}, {"start": 639.31, "end": 639.71, "word": " buying.", "probability": 0.92431640625}], "temperature": 1.0}, {"id": 24, "seek": 66927, "start": 641.81, "end": 669.27, "text": " In other words, we are talking about skills which we must use to make the customers not feeling regret that they bought our product or service. Clear? These techniques are four. Beginning from support the buying decision. After a while, we are going to provide you with lessons about how we are going to support the buying decision. Second, manage the implementation.", "tokens": [682, 661, 2283, 11, 321, 366, 1417, 466, 3942, 597, 321, 1633, 764, 281, 652, 264, 4581, 406, 2633, 10879, 300, 436, 4243, 527, 1674, 420, 2643, 13, 14993, 30, 1981, 7512, 366, 1451, 13, 45705, 490, 1406, 264, 6382, 3537, 13, 2381, 257, 1339, 11, 321, 366, 516, 281, 2893, 291, 365, 8820, 466, 577, 321, 366, 516, 281, 1406, 264, 6382, 3537, 13, 5736, 11, 3067, 264, 11420, 13], "avg_logprob": -0.18402777343160576, "compression_ratio": 1.6428571428571428, "no_speech_prob": 0.0, "words": [{"start": 641.81, "end": 642.03, "word": " In", "probability": 0.697265625}, {"start": 642.03, "end": 642.25, "word": " other", "probability": 0.87548828125}, {"start": 642.25, "end": 642.67, "word": " words,", "probability": 0.89111328125}, {"start": 643.33, "end": 643.43, "word": " we", "probability": 0.908203125}, {"start": 643.43, "end": 643.57, "word": " are", "probability": 0.82275390625}, {"start": 643.57, "end": 643.87, "word": " talking", 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So these are briefly the major methods by which we can enhance and support the decision buying. Let's begin with the pillars. What's the meaning of the word pillar? Ways. And sometimes we are calling it or naming it to be strategies. The pillars of sales support. Listen here. So technique number one, what did we name it?", "tokens": [12548, 11, 2028, 365, 7802, 25239, 2894, 293, 6409, 11, 11985, 264, 2480, 13, 407, 613, 366, 10515, 264, 2563, 7150, 538, 597, 321, 393, 11985, 293, 1406, 264, 3537, 6382, 13, 961, 311, 1841, 365, 264, 26729, 13, 708, 311, 264, 3620, 295, 264, 1349, 27592, 30, 343, 3772, 13, 400, 2171, 321, 366, 5141, 309, 420, 25290, 309, 281, 312, 9029, 13, 440, 26729, 295, 5763, 1406, 13, 7501, 510, 13, 407, 6532, 1230, 472, 11, 437, 630, 321, 1315, 309, 30], "avg_logprob": -0.19411764285143684, "compression_ratio": 1.628099173553719, "no_speech_prob": 0.0, "words": [{"start": 670.4, "end": 670.92, "word": " Third,", "probability": 0.57421875}, {"start": 671.14, "end": 671.66, "word": " deal", "probability": 0.865234375}, {"start": 671.66, "end": 672.06, "word": " with", "probability": 0.91015625}, {"start": 672.06, "end": 673.32, "word": " dissatisfaction", "probability": 0.8450520833333334}, {"start": 673.32, "end": 674.18, "word": " and", 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it?", "probability": 0.943359375}], "temperature": 1.0}, {"id": 26, "seek": 72743, "start": 700.17, "end": 727.43, "text": " Support the buying decision. How? Number one, we have to reduce the buyer anxiety and worry. How? By answering any question or concern that might be raised by the prospect. Another technique, we have to make a follow-up call. Let's give example. Imagine Hanin she is going to buy for example from us a laptop or a car or whatever. 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We are asking her, how are you Ms. Hanin and how was the product which you purchased from us? If her response is okay, then she is going to tell us okay. If not, she will tell us not. But this isn't my concern now in this example. My concern is the following. 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In spite of this, they are trying to be sure that everything is okay regarding this product. So this is going to leave us a very psychological support, which will be transmitted or felt in the heart and in the mind by our customer. Third technique, ask for feedback.", "tokens": [814, 6388, 292, 264, 1460, 934, 286, 4243, 341, 1674, 490, 552, 13, 682, 22794, 295, 341, 11, 436, 366, 1382, 281, 312, 988, 300, 1203, 307, 1392, 8595, 341, 1674, 13, 407, 341, 307, 516, 281, 1856, 505, 257, 588, 14346, 1406, 11, 597, 486, 312, 25355, 420, 2762, 294, 264, 1917, 293, 294, 264, 1575, 538, 527, 5474, 13, 12548, 6532, 11, 1029, 337, 5824, 13], "avg_logprob": -0.21139040373373721, "compression_ratio": 1.5471698113207548, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 775.89, "end": 776.19, "word": " They", "probability": 0.396728515625}, {"start": 776.19, "end": 776.73, "word": " cashed", "probability": 0.767822265625}, {"start": 776.73, "end": 776.89, "word": " the", "probability": 0.869140625}, {"start": 776.89, "end": 777.09, "word": " money", "probability": 0.9248046875}, {"start": 777.09, "end": 777.97, "word": " after", "probability": 0.7744140625}, {"start": 777.97, "end": 778.27, "word": " I", 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How is it? Are you facing problems or troubles in installing and using and consuming it? Do you need any feedback? Do you need assistance? Do you need spare parts? All these things. So this feedback is considered to be a third technique by which we can support the buying decision. Let's talk about the second method.", "tokens": [12320, 341, 15005, 466, 1340, 4077, 281, 341, 1674, 420, 2643, 13, 1012, 307, 309, 30, 2014, 291, 7170, 2740, 420, 15379, 294, 20762, 293, 1228, 293, 19867, 309, 30, 1144, 291, 643, 604, 5824, 30, 1144, 291, 643, 9683, 30, 1144, 291, 643, 13798, 3166, 30, 1057, 613, 721, 13, 407, 341, 5824, 307, 4888, 281, 312, 257, 2636, 6532, 538, 597, 321, 393, 1406, 264, 6382, 3537, 13, 961, 311, 751, 466, 264, 1150, 3170, 13], "avg_logprob": -0.11827531400360639, "compression_ratio": 1.668103448275862, "no_speech_prob": 0.0, "words": [{"start": 801.07, "end": 801.53, "word": " Ask", "probability": 0.6572265625}, {"start": 801.53, "end": 801.75, "word": " this", "probability": 0.859375}, {"start": 801.75, "end": 802.21, "word": " prospect", "probability": 0.91748046875}, {"start": 802.21, "end": 803.45, "word": " about", "probability": 0.8515625}, {"start": 803.45, "end": 803.89, "word": " anything", "probability": 0.85205078125}, {"start": 803.89, 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Let's give example for this, introduce support resources. 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What is the appropriate behavior which we should do in this situation? We should open and respond.", "tokens": [492, 366, 516, 281, 574, 412, 264, 6002, 295, 527, 42524, 293, 321, 366, 516, 281, 536, 420, 36238, 702, 1315, 13, 708, 307, 264, 6854, 5223, 597, 321, 820, 360, 294, 341, 2590, 30, 492, 820, 1269, 293, 4196, 13], "avg_logprob": -0.1365327388048172, "compression_ratio": 1.4776119402985075, "no_speech_prob": 0.0, "words": [{"start": 908.33, "end": 908.57, "word": " We", "probability": 0.7138671875}, {"start": 908.57, "end": 908.71, "word": " are", "probability": 0.84716796875}, {"start": 908.71, "end": 908.91, "word": " going", "probability": 0.93310546875}, {"start": 908.91, "end": 909.09, "word": " to", "probability": 0.96728515625}, {"start": 909.09, "end": 909.23, "word": " look", "probability": 0.9521484375}, {"start": 909.23, "end": 909.35, "word": " at", "probability": 0.95751953125}, {"start": 909.35, "end": 909.49, "word": " the", "probability": 0.876953125}, {"start": 909.49, "end": 909.71, "word": " monitor", "probability": 0.9609375}, {"start": 909.71, "end": 909.95, "word": " of", "probability": 0.93896484375}, {"start": 909.95, "end": 910.15, "word": " our", "probability": 0.884765625}, {"start": 910.15, "end": 910.45, "word": " cellphone", "probability": 0.498046875}, {"start": 910.45, "end": 910.77, "word": " and", "probability": 0.7275390625}, {"start": 910.77, "end": 910.87, "word": " we", "probability": 0.78759765625}, {"start": 910.87, "end": 910.99, "word": " are", "probability": 0.89892578125}, {"start": 910.99, "end": 911.19, "word": " going", "probability": 0.94677734375}, {"start": 911.19, "end": 911.35, "word": " to", "probability": 0.96630859375}, {"start": 911.35, "end": 911.49, "word": " see", "probability": 0.5986328125}, {"start": 911.49, "end": 911.67, "word": " or", "probability": 0.8935546875}, {"start": 911.67, "end": 912.05, "word": " diagnose", "probability": 0.93603515625}, {"start": 912.05, "end": 912.29, "word": " his", "probability": 0.94287109375}, {"start": 912.29, "end": 912.53, "word": " name.", "probability": 0.8994140625}, {"start": 914.51, "end": 914.71, "word": " What", "probability": 0.85888671875}, {"start": 914.71, "end": 914.89, "word": " is", "probability": 0.94287109375}, {"start": 914.89, "end": 915.03, "word": " the", "probability": 0.9091796875}, {"start": 915.03, "end": 915.41, "word": " appropriate", "probability": 0.77490234375}, {"start": 915.41, "end": 915.75, "word": " behavior", "probability": 0.6396484375}, {"start": 915.75, "end": 916.03, "word": " which", "probability": 0.876953125}, {"start": 916.03, "end": 916.15, "word": " we", "probability": 0.94384765625}, {"start": 916.15, "end": 916.33, "word": " should", "probability": 0.96435546875}, {"start": 916.33, "end": 916.49, "word": " do", "probability": 0.95361328125}, {"start": 916.49, "end": 916.63, "word": " in", "probability": 0.9365234375}, {"start": 916.63, "end": 916.77, "word": " this", "probability": 0.939453125}, {"start": 916.77, "end": 917.21, "word": " situation?", "probability": 0.919921875}, {"start": 918.19, "end": 918.47, "word": " We", "probability": 0.931640625}, {"start": 918.47, "end": 918.65, "word": " should", "probability": 0.966796875}, {"start": 918.65, "end": 918.91, "word": " open", "probability": 0.90185546875}, {"start": 918.91, "end": 919.11, "word": " and", "probability": 0.90185546875}, {"start": 919.11, "end": 919.51, "word": " respond.", "probability": 0.83203125}], "temperature": 1.0}, {"id": 35, "seek": 94890, "start": 920.48, "end": 948.9, "text": " even if he is going to call us through a telephone or even if he is going to visit our company and visit you as a salesperson in your office, we shouldn't decline his request to communicate or talk with you. If you declined his offer, you are avoiding or escaping from him or her. Why? Because you bought and you cashed. Is this appropriate behavior in the sales science? Why?", "tokens": [754, 498, 415, 307, 516, 281, 818, 505, 807, 257, 19800, 420, 754, 498, 415, 307, 516, 281, 3441, 527, 2237, 293, 3441, 291, 382, 257, 5763, 10813, 294, 428, 3398, 11, 321, 4659, 380, 15635, 702, 5308, 281, 7890, 420, 751, 365, 291, 13, 759, 291, 29213, 702, 2626, 11, 291, 366, 20220, 420, 32554, 490, 796, 420, 720, 13, 1545, 30, 1436, 291, 4243, 293, 291, 6388, 292, 13, 1119, 341, 6854, 5223, 294, 264, 5763, 3497, 30, 1545, 30], "avg_logprob": -0.1854292240487524, "compression_ratio": 1.6535087719298245, "no_speech_prob": 0.0, "words": [{"start": 920.48, "end": 920.86, "word": " even", "probability": 0.425048828125}, {"start": 920.86, "end": 921.0, "word": " if", "probability": 0.9453125}, {"start": 921.0, "end": 921.06, "word": " he", "probability": 0.94580078125}, {"start": 921.06, "end": 921.16, "word": " is", "probability": 0.677734375}, {"start": 921.16, "end": 921.34, "word": " going", "probability": 0.93212890625}, {"start": 921.34, "end": 921.5, "word": " 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It is equivalent to the word praise. Don't flatter your company or praise yourself. But leave the flattering or praising thing for a customer who already dealt with you.", "tokens": [1468, 380, 41247, 1803, 420, 41247, 428, 2237, 13, 467, 307, 10344, 281, 264, 1349, 13286, 13, 1468, 380, 41247, 428, 2237, 420, 13286, 1803, 13, 583, 1856, 264, 49722, 420, 42941, 551, 337, 257, 5474, 567, 1217, 15991, 365, 291, 13], "avg_logprob": -0.2667151176652243, "compression_ratio": 1.614814814814815, "no_speech_prob": 0.0, "words": [{"start": 1087.04, "end": 1087.58, "word": " Don't", "probability": 0.7041015625}, {"start": 1087.58, "end": 1088.04, "word": " flatter", "probability": 0.94580078125}, {"start": 1088.04, "end": 1088.52, "word": " yourself", "probability": 0.79736328125}, {"start": 1088.52, "end": 1089.36, "word": " or", "probability": 0.77001953125}, {"start": 1089.36, "end": 1089.72, "word": " flatter", "probability": 0.984375}, {"start": 1089.72, "end": 1089.9, "word": " your", "probability": 0.892578125}, {"start": 1089.9, "end": 1090.24, "word": " company.", "probability": 0.90771484375}, {"start": 1091.72, "end": 1092.4, "word": " It", "probability": 0.129150390625}, {"start": 1092.4, "end": 1096.48, "word": " is", "probability": 0.63916015625}, {"start": 1096.48, "end": 1096.7, "word": " equivalent", "probability": 0.83203125}, {"start": 1096.7, "end": 1096.98, "word": " to", "probability": 0.92724609375}, {"start": 1096.98, "end": 1097.06, "word": " the", "probability": 0.82763671875}, {"start": 1097.06, "end": 1097.28, "word": " word", "probability": 0.87158203125}, {"start": 1097.28, "end": 1097.7, "word": " praise.", "probability": 0.377685546875}, {"start": 1101.3, "end": 1101.98, "word": " Don't", "probability": 0.68017578125}, {"start": 1101.98, "end": 1102.32, "word": " flatter", "probability": 0.978515625}, {"start": 1102.32, "end": 1102.54, "word": " your", "probability": 0.8544921875}, {"start": 1102.54, "end": 1102.96, "word": " company", "probability": 0.923828125}, {"start": 1102.96, "end": 1103.74, "word": " or", "probability": 0.8330078125}, {"start": 1103.74, "end": 1104.02, "word": " praise", "probability": 0.86474609375}, {"start": 1104.02, "end": 1104.52, "word": " yourself.", "probability": 0.8212890625}, {"start": 1105.46, "end": 1105.76, "word": " But", "probability": 0.748046875}, {"start": 1105.76, "end": 1107.06, "word": " leave", "probability": 0.82177734375}, {"start": 1107.06, "end": 1107.28, "word": " the", "probability": 0.7626953125}, {"start": 1107.28, "end": 1107.66, "word": " flattering", "probability": 0.8701171875}, {"start": 1107.66, "end": 1107.92, "word": " or", "probability": 0.8212890625}, {"start": 1107.92, "end": 1108.32, "word": " praising", "probability": 0.798828125}, {"start": 1108.32, "end": 1108.66, "word": " thing", "probability": 0.765625}, {"start": 1108.66, "end": 1109.0, "word": " for", "probability": 0.7060546875}, {"start": 1109.0, "end": 1109.78, "word": " a", "probability": 0.92578125}, {"start": 1109.78, "end": 1110.1, "word": " customer", "probability": 0.77197265625}, {"start": 1110.1, "end": 1110.36, "word": " who", "probability": 0.88671875}, {"start": 1110.36, "end": 1110.66, "word": " already", "probability": 0.880859375}, {"start": 1110.66, "end": 1110.9, "word": " dealt", "probability": 0.90087890625}, {"start": 1110.9, "end": 1111.1, "word": " with", "probability": 0.908203125}, {"start": 1111.1, "end": 1111.3, "word": " you.", "probability": 0.958984375}], "temperature": 1.0}, {"id": 42, "seek": 113489, "start": 1112.57, "end": 1134.89, "text": " Because by this statement, this statement will be objective and neutral. Why? Because it is coming from a third party, not coming from you as a sales company. Not coming from you as a sales company. And finally grow their business internally.", "tokens": [1436, 538, 341, 5629, 11, 341, 5629, 486, 312, 10024, 293, 10598, 13, 1545, 30, 1436, 309, 307, 1348, 490, 257, 2636, 3595, 11, 406, 1348, 490, 291, 382, 257, 5763, 2237, 13, 1726, 1348, 490, 291, 382, 257, 5763, 2237, 13, 400, 2721, 1852, 641, 1606, 19501, 13], "avg_logprob": -0.23390624433755874, "compression_ratio": 1.6758620689655173, "no_speech_prob": 0.0, "words": [{"start": 1112.57, "end": 1112.93, "word": " Because", "probability": 0.489013671875}, {"start": 1112.93, "end": 1113.09, "word": " by", "probability": 0.8046875}, {"start": 1113.09, "end": 1113.33, "word": " this", "probability": 0.7958984375}, {"start": 1113.33, "end": 1115.39, "word": " statement,", "probability": 0.7421875}, {"start": 1115.75, "end": 1115.97, "word": " this", "probability": 0.400390625}, {"start": 1115.97, "end": 1116.53, "word": " statement", "probability": 0.85888671875}, {"start": 1116.53, "end": 1117.47, "word": " will", "probability": 0.4814453125}, {"start": 1117.47, "end": 1119.05, "word": " be", "probability": 0.943359375}, {"start": 1119.05, "end": 1119.55, "word": " objective", "probability": 0.9140625}, {"start": 1119.55, "end": 1119.89, "word": " and", "probability": 0.9296875}, {"start": 1119.89, "end": 1120.21, "word": " neutral.", "probability": 0.93017578125}, {"start": 1121.13, "end": 1121.51, "word": " Why?", "probability": 0.80126953125}, {"start": 1121.83, "end": 1122.19, "word": " Because", "probability": 0.861328125}, {"start": 1122.19, "end": 1122.31, "word": " it", "probability": 0.880859375}, {"start": 1122.31, "end": 1122.45, "word": " is", "probability": 0.7138671875}, {"start": 1122.45, "end": 1122.73, "word": " coming", "probability": 0.90380859375}, {"start": 1122.73, "end": 1123.03, "word": " from", "probability": 0.88720703125}, {"start": 1123.03, "end": 1123.29, "word": " a", "probability": 0.9560546875}, {"start": 1123.29, "end": 1123.53, "word": " third", "probability": 0.8974609375}, {"start": 1123.53, "end": 1123.97, "word": " party,", "probability": 0.77587890625}, {"start": 1124.63, "end": 1125.15, "word": " not", "probability": 0.85498046875}, {"start": 1125.15, "end": 1125.45, "word": " coming", "probability": 0.86767578125}, {"start": 1125.45, "end": 1125.69, "word": " from", "probability": 0.87451171875}, {"start": 1125.69, "end": 1125.89, "word": " you", "probability": 0.95703125}, {"start": 1125.89, "end": 1126.31, "word": " as", "probability": 0.9560546875}, {"start": 1126.31, "end": 1126.91, "word": " a", "probability": 0.9755859375}, {"start": 1126.91, "end": 1127.09, "word": " sales", "probability": 0.91796875}, {"start": 1127.09, "end": 1127.53, "word": " company.", "probability": 0.9248046875}, {"start": 1128.71, "end": 1128.95, "word": " Not", "probability": 0.30615234375}, {"start": 1128.95, "end": 1129.25, "word": " coming", "probability": 0.8974609375}, {"start": 1129.25, "end": 1129.49, "word": " from", "probability": 0.88037109375}, {"start": 1129.49, "end": 1129.67, "word": " you", "probability": 0.9638671875}, {"start": 1129.67, "end": 1130.15, "word": " as", "probability": 0.966796875}, {"start": 1130.15, "end": 1131.07, "word": " a", "probability": 0.9677734375}, {"start": 1131.07, "end": 1131.41, "word": " sales", "probability": 0.92138671875}, {"start": 1131.41, "end": 1131.85, "word": " company.", "probability": 0.919921875}, {"start": 1132.35, "end": 1132.61, "word": " And", "probability": 0.80224609375}, {"start": 1132.61, "end": 1133.09, "word": " finally", "probability": 0.85546875}, {"start": 1133.09, "end": 1133.91, "word": " grow", "probability": 0.332763671875}, {"start": 1133.91, "end": 1134.11, "word": " their", "probability": 0.74755859375}, {"start": 1134.11, "end": 1134.37, "word": " business", "probability": 0.9111328125}, {"start": 1134.37, "end": 1134.89, "word": " internally.", "probability": 0.88232421875}], "temperature": 1.0}, {"id": 43, "seek": 116525, "start": 1136.09, "end": 1165.25, "text": " And this is an ideology which means if your customer will grow in his own business, for sure your sales for him or her will grow as well. And the vice versa is correct. Finally, as for reference, we talked about it. So these are the major techniques by which we can enhance our relationship with our own customers. Let's conclude by these things. Ways that might anger customers.", "tokens": [400, 341, 307, 364, 23101, 597, 1355, 498, 428, 5474, 486, 1852, 294, 702, 1065, 1606, 11, 337, 988, 428, 5763, 337, 796, 420, 720, 486, 1852, 382, 731, 13, 400, 264, 11964, 25650, 307, 3006, 13, 6288, 11, 382, 337, 6408, 11, 321, 2825, 466, 309, 13, 407, 613, 366, 264, 2563, 7512, 538, 597, 321, 393, 11985, 527, 2480, 365, 527, 1065, 4581, 13, 961, 311, 16886, 538, 613, 721, 13, 343, 3772, 300, 1062, 10240, 4581, 13], "avg_logprob": -0.19454089211828915, "compression_ratio": 1.6101694915254237, "no_speech_prob": 0.0, "words": [{"start": 1136.09, "end": 1136.33, "word": " And", "probability": 0.2086181640625}, {"start": 1136.33, "end": 1136.55, "word": " this", "probability": 0.90380859375}, {"start": 1136.55, "end": 1136.77, "word": " is", "probability": 0.91748046875}, {"start": 1136.77, "end": 1137.05, "word": " an", "probability": 0.94921875}, {"start": 1137.05, "end": 1137.43, "word": " ideology", "probability": 0.92041015625}, 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The anger of the customer can be caused by what? Number one, constant selling.", "tokens": [1133, 321, 366, 516, 281, 5876, 293, 751, 466, 264, 2098, 281, 10240, 257, 5474, 11, 341, 1355, 321, 362, 281, 5042, 552, 13, 440, 10240, 295, 264, 5474, 393, 312, 7008, 538, 437, 30, 5118, 472, 11, 5754, 6511, 13], "avg_logprob": -0.24851190050443014, "compression_ratio": 1.3623188405797102, "no_speech_prob": 0.0, "words": [{"start": 1166.36, "end": 1166.76, "word": " When", "probability": 0.64599609375}, {"start": 1166.76, "end": 1166.92, "word": " we", "probability": 0.931640625}, {"start": 1166.92, "end": 1167.06, "word": " are", "probability": 0.5009765625}, {"start": 1167.06, "end": 1167.32, "word": " going", "probability": 0.869140625}, {"start": 1167.32, "end": 1167.46, "word": " to", "probability": 0.97119140625}, {"start": 1167.46, "end": 1167.86, "word": " identify", "probability": 0.88134765625}, {"start": 1167.86, "end": 1168.12, "word": " and", "probability": 0.8603515625}, {"start": 1168.12, "end": 1168.32, "word": " talk", "probability": 0.876953125}, {"start": 1168.32, "end": 1168.58, "word": " about", "probability": 0.9091796875}, {"start": 1168.58, "end": 1168.72, "word": " the", "probability": 0.537109375}, {"start": 1168.72, "end": 1168.92, "word": " ways", "probability": 0.876953125}, {"start": 1168.92, "end": 1169.1, "word": " to", "probability": 0.9443359375}, {"start": 1169.1, "end": 1169.22, "word": " anger", "probability": 0.921875}, {"start": 1169.22, "end": 1169.4, "word": " a", "probability": 0.55419921875}, {"start": 1169.4, "end": 1169.68, "word": " customer,", "probability": 0.7861328125}, {"start": 1169.82, "end": 1169.98, "word": " this", "probability": 0.78271484375}, {"start": 1169.98, "end": 1170.3, "word": " means", "probability": 0.93115234375}, {"start": 1170.3, "end": 1170.82, "word": " we", "probability": 0.7890625}, {"start": 1170.82, "end": 1171.02, "word": " have", "probability": 0.86767578125}, {"start": 1171.02, "end": 1171.16, "word": " to", "probability": 0.97314453125}, {"start": 1171.16, "end": 1171.6, "word": " avoid", "probability": 0.89599609375}, {"start": 1171.6, "end": 1172.36, "word": " them.", "probability": 0.875}, {"start": 1173.44, "end": 1173.96, "word": " The", "probability": 0.61962890625}, {"start": 1173.96, "end": 1174.28, "word": " anger", "probability": 0.9462890625}, {"start": 1174.28, "end": 1174.46, "word": " of", "probability": 0.9619140625}, {"start": 1174.46, "end": 1174.6, "word": " the", "probability": 0.78759765625}, {"start": 1174.6, "end": 1174.9, "word": " customer", "probability": 0.76904296875}, {"start": 1174.9, "end": 1175.2, "word": " can", "probability": 0.93115234375}, {"start": 1175.2, "end": 1175.44, "word": " be", "probability": 0.91064453125}, {"start": 1175.44, "end": 1175.74, "word": " caused", "probability": 0.8798828125}, {"start": 1175.74, "end": 1175.94, "word": " by", "probability": 0.97119140625}, {"start": 1175.94, "end": 1176.24, "word": " what?", "probability": 0.5361328125}, {"start": 1176.4, "end": 1176.62, "word": " Number", "probability": 0.626953125}, {"start": 1176.62, "end": 1177.0, "word": " one,", "probability": 0.74169921875}, {"start": 1177.68, "end": 1178.02, "word": " constant", "probability": 0.7470703125}, {"start": 1178.02, "end": 1178.48, "word": " selling.", "probability": 0.783203125}], "temperature": 1.0}, {"id": 45, "seek": 120884, "start": 1180.91, "end": 1208.85, "text": " If Fatima is considered to be our customer, it isn't acceptable, it isn't appropriate to call her every single hour or to call her every single day asking her or telling her or informing her about any sales offer which we might have as a company. Is this acceptable behavior? It isn't acceptable. Why? Because we will be seen as bushy sales persons. 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What did we say? Remember, the sales transaction might be happened or might be conducted under the atmosphere of silence. Somebody is going to say, what is the meaning of atmosphere of silence? 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We are going to leave for him or her our contact information. If he or she decided to buy from us, that's nice. If not, not. This is the life. So once again, we should not be pushy. So don't phone every single day or every single hour, offering this prospect or talking about your offered sales. This isn't acceptable behavior.", "tokens": [407, 500, 380, 312, 2435, 294, 264, 4145, 13, 492, 366, 516, 281, 1856, 337, 796, 420, 720, 527, 3385, 1589, 13, 759, 415, 420, 750, 3047, 281, 2256, 490, 505, 11, 300, 311, 1481, 13, 759, 406, 11, 406, 13, 639, 307, 264, 993, 13, 407, 1564, 797, 11, 321, 820, 406, 312, 2944, 88, 13, 407, 500, 380, 2593, 633, 2167, 786, 420, 633, 2167, 1773, 11, 8745, 341, 15005, 420, 1417, 466, 428, 8059, 5763, 13, 639, 1943, 380, 15513, 5223, 13], "avg_logprob": -0.1703306616738785, "compression_ratio": 1.5964912280701755, "no_speech_prob": 0.0, "words": [{"start": 1238.54, "end": 1238.86, "word": " So", "probability": 0.77978515625}, {"start": 1238.86, "end": 1239.12, "word": " don't", "probability": 0.858642578125}, {"start": 1239.12, "end": 1239.3, "word": " be", "probability": 0.92626953125}, {"start": 1239.3, "end": 1239.7, "word": " available", "probability": 0.71435546875}, {"start": 1239.7, "end": 1239.92, "word": " in", "probability": 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Of course. Why? Because you will be seen as a nagging salesperson. And nagging people are not welcome. Nagging people are not liked. Nagging people are not appreciated by others. 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Is this a problem? It's a problem. Is it causing anger? It is causing anger. So it is preferred to listen more than talk. Fourth is searching the truth. 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It isn't. So what should we do? We should believe in this Arabic proverb which is saying خَرِ الكلام مَغَلَّ و That's it. Finally, we will talk about no thanks use. In other words, if you finished a meeting with the prospect or if you finished a phone conversation with them, all the time remember to thank them.", "tokens": [1119, 341, 3006, 30, 467, 1943, 380, 13, 407, 437, 820, 321, 360, 30, 492, 820, 1697, 294, 341, 19938, 49923, 597, 307, 1566, 16490, 6808, 2288, 11082, 2423, 28820, 10943, 3714, 6808, 17082, 6808, 1211, 21035, 4032, 663, 311, 309, 13, 6288, 11, 321, 486, 751, 466, 572, 3231, 764, 13, 682, 661, 2283, 11, 498, 291, 4335, 257, 3440, 365, 264, 15005, 420, 498, 291, 4335, 257, 2593, 3761, 365, 552, 11, 439, 264, 565, 1604, 281, 1309, 552, 13], "avg_logprob": -0.2104668728558414, "compression_ratio": 1.403225806451613, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1337.76, "end": 1338.08, "word": " Is", "probability": 0.65380859375}, {"start": 1338.08, "end": 1338.26, "word": " this", "probability": 0.90625}, {"start": 1338.26, "end": 1338.64, "word": " correct?", "probability": 0.908203125}, {"start": 1338.78, "end": 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Is this a cause or a source of anger? Yes, it is a source of anger. So these are briefly the major sources by which we can create or increase the level of anger in the heart of our own customers. And all the times we should be careful regarding these sources. And we should not fill in the trap. Any questions or comments about this?", "tokens": [759, 291, 366, 406, 516, 281, 1309, 552, 11, 291, 486, 312, 1612, 382, 364, 704, 401, 642, 5763, 10813, 13, 1119, 341, 257, 3082, 420, 257, 4009, 295, 10240, 30, 1079, 11, 309, 307, 257, 4009, 295, 10240, 13, 407, 613, 366, 10515, 264, 2563, 7139, 538, 597, 321, 393, 1884, 420, 3488, 264, 1496, 295, 10240, 294, 264, 1917, 295, 527, 1065, 4581, 13, 400, 439, 264, 1413, 321, 820, 312, 5026, 8595, 613, 7139, 13, 400, 321, 820, 406, 2836, 294, 264, 11487, 13, 2639, 1651, 420, 3053, 466, 341, 30], "avg_logprob": -0.1858552612756428, "compression_ratio": 1.6869918699186992, "no_speech_prob": 0.0, "words": [{"start": 1359.75, "end": 1359.97, "word": " If", "probability": 0.5830078125}, {"start": 1359.97, "end": 1360.07, "word": " you", "probability": 0.95556640625}, {"start": 1360.07, "end": 1360.17, "word": " are", "probability": 0.74755859375}, {"start": 1360.17, "end": 1360.31, "word": " not", "probability": 0.943359375}, {"start": 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I think this is the end of chapter number five. Before we conclude, give me a chance to talk about something important also. Now, we will talk about new techniques by which we can ensure that we will increase the level of closing a business transaction successfully.", "tokens": [1033, 11, 321, 2825, 466, 264, 5474, 9285, 293, 264, 7525, 13, 286, 519, 341, 307, 264, 917, 295, 7187, 1230, 1732, 13, 4546, 321, 16886, 11, 976, 385, 257, 2931, 281, 751, 466, 746, 1021, 611, 13, 823, 11, 321, 486, 751, 466, 777, 7512, 538, 597, 321, 393, 5586, 300, 321, 486, 3488, 264, 1496, 295, 10377, 257, 1606, 14425, 10727, 13], "avg_logprob": -0.18641826923076923, "compression_ratio": 1.5781990521327014, "no_speech_prob": 0.0, "words": [{"start": 1388.8, "end": 1389.32, "word": " Okay,", "probability": 0.386962890625}, {"start": 1389.72, "end": 1390.16, "word": " we", "probability": 0.90234375}, {"start": 1390.16, "end": 1390.36, "word": " talked", "probability": 0.75439453125}, {"start": 1390.36, "end": 1390.6, "word": " about", "probability": 0.90966796875}, {"start": 1390.6, "end": 1390.74, "word": " the", "probability": 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Number one, read alternative choice. And number two, we are talking about what? Decision choice. Regarding the alternative choice, remember", "tokens": [708, 366, 613, 7512, 30, 5118, 472, 11, 1401, 8535, 3922, 13, 400, 1230, 732, 11, 321, 366, 1417, 466, 437, 30, 12427, 1991, 3922, 13, 35523, 264, 8535, 3922, 11, 1604], "avg_logprob": -0.25946969696969696, "compression_ratio": 1.3916666666666666, "no_speech_prob": 0.0, "words": [{"start": 1417.43, "end": 1417.69, "word": " What", "probability": 0.59716796875}, {"start": 1417.69, "end": 1417.91, "word": " are", "probability": 0.9248046875}, {"start": 1417.91, "end": 1418.09, "word": " these", "probability": 0.875}, {"start": 1418.09, "end": 1418.43, "word": " techniques?", "probability": 0.9091796875}, {"start": 1418.61, "end": 1418.79, "word": " Number", "probability": 0.68896484375}, {"start": 1418.79, "end": 1419.35, "word": " one,", "probability": 0.6796875}, {"start": 1421.11, "end": 1421.45, "word": " read", "probability": 0.7822265625}, {"start": 1421.45, "end": 1425.77, "word": " alternative", "probability": 0.50146484375}, {"start": 1425.77, "end": 1426.33, "word": " choice.", "probability": 0.75341796875}, {"start": 1428.89, "end": 1429.25, "word": " And", "probability": 0.4453125}, {"start": 1429.25, "end": 1429.49, "word": " number", "probability": 0.90869140625}, {"start": 1429.49, "end": 1429.81, "word": " two,", "probability": 0.92236328125}, {"start": 1432.39, "end": 1432.57, "word": " we", "probability": 0.91552734375}, {"start": 1432.57, "end": 1432.71, "word": " are", "probability": 0.9208984375}, {"start": 1432.71, "end": 1433.01, "word": " talking", "probability": 0.85986328125}, {"start": 1433.01, "end": 1433.37, "word": " about", "probability": 0.91357421875}, {"start": 1433.37, "end": 1433.67, "word": " what?", "probability": 0.7158203125}, {"start": 1435.95, "end": 1436.67, "word": " Decision", "probability": 0.9091796875}, {"start": 1436.67, "end": 1437.13, "word": " choice.", "probability": 0.90966796875}, {"start": 1440.65, "end": 1441.37, "word": " Regarding", "probability": 0.58740234375}, {"start": 1441.37, "end": 1441.57, "word": " the", "probability": 0.791015625}, {"start": 1441.57, "end": 1441.91, "word": " alternative", "probability": 0.93408203125}, {"start": 1441.91, "end": 1442.85, "word": " choice,", "probability": 0.92822265625}, {"start": 1443.31, "end": 1443.71, "word": " remember", "probability": 0.8798828125}], "temperature": 1.0}, {"id": 55, "seek": 147179, "start": 1444.77, "end": 1471.79, "text": " We are going to provide you with two scenarios or two examples. Imagine we are going to go and visit a electrical store. Imagine we would like to buy LCD. Scenario number one and scenario number two. In scenario number one, the salesperson is going to provide us with variety of colors and models of", "tokens": [492, 366, 516, 281, 2893, 291, 365, 732, 15077, 420, 732, 5110, 13, 11739, 321, 366, 516, 281, 352, 293, 3441, 257, 12147, 3531, 13, 11739, 321, 576, 411, 281, 2256, 33158, 13, 2747, 49120, 1230, 472, 293, 9005, 1230, 732, 13, 682, 9005, 1230, 472, 11, 264, 5763, 10813, 307, 516, 281, 2893, 505, 365, 5673, 295, 4577, 293, 5245, 295], "avg_logprob": -0.2249503949331859, "compression_ratio": 1.7241379310344827, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1444.77, "end": 1444.97, "word": " We", "probability": 0.47119140625}, {"start": 1444.97, "end": 1445.09, "word": " are", "probability": 0.85107421875}, {"start": 1445.09, "end": 1445.27, "word": " going", "probability": 0.94140625}, {"start": 1445.27, "end": 1445.39, "word": " to", "probability": 0.9697265625}, {"start": 1445.39, "end": 1445.67, "word": " provide", "probability": 0.94384765625}, {"start": 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All these are models. In second scenario, the salesperson told you sadly, Wallah sir or madam, we do not have only one model, which is for example LG.", "tokens": [33158, 420, 33158, 82, 11, 3009, 314, 3019, 17036, 11, 13173, 11, 25449, 11, 13575, 293, 370, 322, 13, 1057, 613, 366, 5245, 13, 682, 1150, 9005, 11, 264, 5763, 10813, 1907, 291, 22023, 11, 9551, 545, 4735, 420, 28882, 11, 321, 360, 406, 362, 787, 472, 2316, 11, 597, 307, 337, 1365, 25449, 13], "avg_logprob": -0.24190848560205527, "compression_ratio": 1.3333333333333333, "no_speech_prob": 0.0, "words": [{"start": 1472.79, "end": 1473.47, "word": " LCD", "probability": 0.445556640625}, {"start": 1473.47, "end": 1474.15, "word": " or", "probability": 0.5634765625}, {"start": 1474.15, "end": 1475.75, "word": " LCDs,", "probability": 0.759521484375}, {"start": 1476.17, "end": 1477.17, "word": " including", "probability": 0.734375}, {"start": 1477.17, "end": 1477.97, "word": " Toshiba,", "probability": 0.9493815104166666}, {"start": 1478.83, "end": 1479.41, "word": " Samsung,", "probability": 0.89306640625}, {"start": 1479.95, "end": 1480.47, "word": " LG,", "probability": 0.982421875}, {"start": 1481.15, "end": 1481.43, "word": " Sony", "probability": 0.8076171875}, {"start": 1481.43, "end": 1481.77, "word": " and", "probability": 0.7265625}, {"start": 1481.77, "end": 1481.95, "word": " so", "probability": 0.92724609375}, {"start": 1481.95, "end": 1482.15, "word": " on.", "probability": 0.9482421875}, {"start": 1482.89, "end": 1483.09, "word": " All", "probability": 0.876953125}, {"start": 1483.09, "end": 1483.27, "word": " these", "probability": 0.80224609375}, {"start": 1483.27, "end": 1483.41, "word": " are", "probability": 0.92431640625}, {"start": 1483.41, "end": 1483.69, "word": " models.", "probability": 0.91064453125}, {"start": 1485.59, "end": 1485.85, "word": " In", "probability": 0.9326171875}, {"start": 1485.85, "end": 1486.07, "word": " second", "probability": 0.75390625}, {"start": 1486.07, "end": 1486.61, "word": " scenario,", "probability": 0.84130859375}, {"start": 1487.23, "end": 1487.37, "word": " the", "probability": 0.8486328125}, {"start": 1487.37, "end": 1487.93, "word": " salesperson", "probability": 0.886474609375}, {"start": 1487.93, "end": 1488.31, "word": " told", "probability": 0.91845703125}, {"start": 1488.31, "end": 1488.51, "word": " you", "probability": 0.96435546875}, {"start": 1488.51, "end": 1488.97, "word": " sadly,", "probability": 0.7841796875}, {"start": 1489.59, "end": 1489.79, "word": " Wallah", "probability": 0.59130859375}, {"start": 1489.79, "end": 1490.13, "word": " sir", "probability": 0.6201171875}, {"start": 1490.13, "end": 1490.35, "word": " or", "probability": 0.9326171875}, {"start": 1490.35, "end": 1490.75, "word": " madam,", "probability": 0.53173828125}, {"start": 1490.89, "end": 1490.93, "word": " we", "probability": 0.7939453125}, {"start": 1490.93, "end": 1491.07, "word": " do", "probability": 0.8056640625}, {"start": 1491.07, "end": 1491.21, "word": " not", "probability": 0.951171875}, {"start": 1491.21, "end": 1491.49, "word": " have", "probability": 0.9423828125}, {"start": 1491.49, "end": 1491.81, "word": " only", "probability": 0.90673828125}, {"start": 1491.81, "end": 1492.19, "word": " one", "probability": 0.9169921875}, {"start": 1492.19, "end": 1492.49, "word": " model,", "probability": 0.94580078125}, {"start": 1494.55, "end": 1494.81, "word": " which", "probability": 0.89697265625}, {"start": 1494.81, "end": 1495.01, "word": " is", "probability": 0.951171875}, {"start": 1495.01, "end": 1495.13, "word": " for", "probability": 0.845703125}, {"start": 1495.13, "end": 1495.51, "word": " example", "probability": 0.97021484375}, {"start": 1495.51, "end": 1495.97, "word": " LG.", "probability": 0.57763671875}], "temperature": 1.0}, {"id": 57, "seek": 152526, "start": 1498.3, "end": 1525.26, "text": " Now let's evaluate the two scenarios. What is the probability that a business transaction will be conducted successfully in scenario number one in comparison with scenario number two? The probability here it might exceed more than 80% but here it might not exceed more than 20%. So this is considered to be one of the secrets by which we can conduct a sales transaction successfully.", "tokens": [823, 718, 311, 13059, 264, 732, 15077, 13, 708, 307, 264, 8482, 300, 257, 1606, 14425, 486, 312, 13809, 10727, 294, 9005, 1230, 472, 294, 9660, 365, 9005, 1230, 732, 30, 440, 8482, 510, 309, 1062, 14048, 544, 813, 4688, 4, 457, 510, 309, 1062, 406, 14048, 544, 813, 945, 6856, 407, 341, 307, 4888, 281, 312, 472, 295, 264, 14093, 538, 597, 321, 393, 6018, 257, 5763, 14425, 10727, 13], "avg_logprob": -0.1771918402777778, "compression_ratio": 1.761467889908257, "no_speech_prob": 0.0, "words": [{"start": 1498.3, "end": 1498.56, "word": " Now", "probability": 0.7548828125}, {"start": 1498.56, "end": 1498.82, "word": " let's", "probability": 0.775146484375}, {"start": 1498.82, "end": 1499.24, "word": " evaluate", "probability": 0.90771484375}, {"start": 1499.24, "end": 1499.4, "word": " the", "probability": 0.79833984375}, {"start": 1499.4, "end": 1499.54, "word": " two", 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You are just advisor. And a second thing, you should prepare simultaneously with something which is called action plan. Somebody is going to say what's the meaning of action plan?", "tokens": [8780, 466, 264, 31256, 295, 264, 3383, 420, 264, 5245, 11, 293, 976, 552, 1589, 382, 709, 382, 291, 393, 11, 457, 500, 380, 5380, 604, 733, 295, 3321, 8595, 604, 2685, 3537, 1455, 13, 509, 366, 445, 19161, 13, 400, 257, 1150, 551, 11, 291, 820, 5940, 16561, 365, 746, 597, 307, 1219, 3069, 1393, 13, 13463, 307, 516, 281, 584, 437, 311, 264, 3620, 295, 3069, 1393, 30], "avg_logprob": -0.23459507755830256, "compression_ratio": 1.564102564102564, "no_speech_prob": 0.0, "words": [{"start": 1547.2, "end": 1547.5, "word": " Talk", "probability": 0.68505859375}, {"start": 1547.5, "end": 1547.76, "word": " about", "probability": 0.89794921875}, {"start": 1547.76, "end": 1547.96, "word": " the", "probability": 0.88037109375}, {"start": 1547.96, "end": 1548.36, "word": " specification", "probability": 0.6591796875}, {"start": 1548.36, "end": 1548.66, "word": " of", "probability": 0.9697265625}, {"start": 1548.66, "end": 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The address refers to the place of his home or house. Second, ask him about the time when he is going to be available. Why?", "tokens": [759, 291, 2762, 300, 428, 15005, 307, 466, 281, 747, 257, 3537, 420, 281, 2256, 257, 1674, 3838, 293, 294, 264, 4008, 1830, 264, 912, 565, 11, 1029, 264, 5474, 281, 2893, 291, 365, 702, 2985, 13, 440, 2985, 14942, 281, 264, 1081, 295, 702, 1280, 420, 1782, 13, 5736, 11, 1029, 796, 466, 264, 565, 562, 415, 307, 516, 281, 312, 2435, 13, 1545, 30], "avg_logprob": -0.18027051927438423, "compression_ratio": 1.5544041450777202, "no_speech_prob": 0.0, "words": [{"start": 1573.36, "end": 1573.66, "word": " If", "probability": 0.73779296875}, {"start": 1573.66, "end": 1573.82, "word": " you", "probability": 0.96044921875}, {"start": 1573.82, "end": 1574.18, "word": " felt", "probability": 0.63427734375}, {"start": 1574.18, "end": 1574.68, "word": " that", "probability": 0.919921875}, {"start": 1574.68, "end": 1575.22, "word": " your", "probability": 0.8681640625}, {"start": 1575.22, "end": 1575.6, "word": " prospect", "probability": 0.931640625}, {"start": 1575.6, "end": 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So the place and the time means we are talking about action plan which was confirmed by the prospect or the customer. How do we know? Because he already agreed to provide you with this information. 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Number one, alternative choice, which means if your company is going to provide its own prospects or customers with a variety of models and colors, this is going to increase the probability of successful sales transactions. 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A second technique is decision choice. In other words, your role as a salesperson is just advisor rather than decision maker. Also, while you are talking, you should seize the time. 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"start": 1692.88, "end": 1721.5, "text": " Information is related to something called action plan which should be used at the same situation without wasting any time. Any question or comments about this? Any question or comments? Now, by this we are saying bye bye for chapter number five. InshaAllah next Wednesday we are going to start with a new chapter which is chapter number six. 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Go on. Thank you very much. See you.", "tokens": [2639, 1168, 293, 44649, 11, 604, 7389, 11, 604, 9119, 30, 1037, 322, 13, 1044, 291, 588, 709, 13, 3008, 291, 13], "avg_logprob": -0.3637907738270967, "compression_ratio": 1.0941176470588236, "no_speech_prob": 0.0, "words": [{"start": 1723.05, "end": 1723.33, "word": " Any", "probability": 0.73388671875}, {"start": 1723.33, "end": 1723.63, "word": " question", "probability": 0.6123046875}, {"start": 1723.63, "end": 1723.81, "word": " and", "probability": 0.1363525390625}, {"start": 1723.81, "end": 1724.13, "word": " objections,", "probability": 0.51708984375}, {"start": 1732.89, "end": 1733.31, "word": " any", "probability": 0.7001953125}, {"start": 1733.31, "end": 1733.93, "word": " concerns,", "probability": 0.92626953125}, {"start": 1734.63, "end": 1734.83, "word": " any", "probability": 0.89404296875}, {"start": 1734.83, "end": 1735.41, "word": " anxiety?", "probability": 0.90869140625}, {"start": 1737.29, "end": 1737.47, "word": " Go", "probability": 0.5771484375}, {"start": 1737.47, "end": 1737.69, "word": " on.", "probability": 0.94189453125}, {"start": 1739.13, "end": 1739.71, "word": " Thank", "probability": 0.865234375}, {"start": 1739.71, "end": 1739.77, "word": " you", "probability": 0.9580078125}, {"start": 1739.77, "end": 1739.95, "word": " very", "probability": 0.8359375}, {"start": 1739.95, "end": 1740.11, "word": " much.", "probability": 0.9189453125}, {"start": 1740.17, "end": 1740.31, "word": " See", "probability": 0.83984375}, {"start": 1740.31, "end": 1740.45, "word": " you.", "probability": 0.96728515625}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 1741.473375, "duration_after_vad": 1673.5243749999959} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..76447e7ee0ad5c2914436600f22f35d177baa84f --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4_raw.srt @@ -0,0 +1,1816 @@ +1 +00:00:21,440 --> 00:00:24,820 +Okay, today we will talk about the third phase + +2 +00:00:24,820 --> 00:00:28,440 +which is called boss interaction. In the boss + +3 +00:00:28,440 --> 00:00:32,600 +interaction, this is the stage which talks about + +4 +00:00:32,600 --> 00:00:35,680 +what is going to happen by us as a sales team + +5 +00:00:35,680 --> 00:00:41,530 +after the sales was closed off. But in order to + +6 +00:00:41,530 --> 00:00:45,030 +finalize this business transaction, we should also + +7 +00:00:45,030 --> 00:00:47,570 +address some of the techniques, some of the styles + +8 +00:00:47,570 --> 00:00:52,470 +by which we can undermine or decrease the level of + +9 +00:00:52,470 --> 00:00:56,730 +the anxiety or the level of the fear, where? In + +10 +00:00:56,730 --> 00:01:00,810 +the heart and in the mind of our prospects. So all + +11 +00:01:00,810 --> 00:01:05,030 +the time remember, we have a term which is called + +12 +00:01:05,030 --> 00:01:08,290 +LSCPA. + +13 +00:01:09,350 --> 00:01:14,470 +which means first and always we should listen more + +14 +00:01:14,470 --> 00:01:19,010 +than talk as sales persons therefore all the times + +15 +00:01:19,010 --> 00:01:21,970 +give the chance for the prospects or the customer + +16 +00:01:21,970 --> 00:01:26,570 +to speak up about what they need, what they + +17 +00:01:26,570 --> 00:01:31,770 +require, their fears, their problems and so on and + +18 +00:01:31,770 --> 00:01:34,390 +listening we decided to take the first letter + +19 +00:01:34,390 --> 00:01:38,080 +which is called L Later on we are going to go to + +20 +00:01:38,080 --> 00:01:41,880 +something called sharing. We talk or we abbreviate + +21 +00:01:41,880 --> 00:01:45,020 +it by depending on one letter which is called S. + +22 +00:01:45,960 --> 00:01:50,000 +Share means concerns without judgement. In other + +23 +00:01:50,000 --> 00:01:52,640 +words, don't make any judgements about your + +24 +00:01:52,640 --> 00:01:57,960 +prospects. If they are nagging persons, if they + +25 +00:01:57,960 --> 00:02:02,440 +are annoying ones and so on. Listen and share + +26 +00:02:02,440 --> 00:02:04,600 +their feelings, their experiences and their + +27 +00:02:04,600 --> 00:02:07,850 +demands and wants. in a very patient and + +28 +00:02:07,850 --> 00:02:11,490 +cooperative way a third technique we should + +29 +00:02:11,490 --> 00:02:16,790 +clarify the word clarify means any question which + +30 +00:02:16,790 --> 00:02:20,050 +might be raised by the customers you as a + +31 +00:02:20,050 --> 00:02:22,690 +salesperson you must be able to respond this + +32 +00:02:22,690 --> 00:02:26,010 +question if you respond to this question this + +33 +00:02:26,010 --> 00:02:30,790 +means we are clarifying facts for whom? for the + +34 +00:02:30,790 --> 00:02:35,370 +customers and a third one problem solved Which + +35 +00:02:35,370 --> 00:02:38,490 +means we have to present options and solutions. + +36 +00:02:39,610 --> 00:02:43,750 +And remember, we didn't say here one problem or + +37 +00:02:43,750 --> 00:02:47,310 +one solution or one model. In other words, we are + +38 +00:02:47,310 --> 00:02:51,330 +talking about a set of alternatives. And the + +39 +00:02:51,330 --> 00:02:54,650 +alternative which is classified or evaluated to be + +40 +00:02:54,650 --> 00:02:57,970 +the best one should be decided by the customer + +41 +00:02:57,970 --> 00:03:02,940 +rather than by us as a salesperson. So here we are + +42 +00:03:02,940 --> 00:03:07,620 +playing the role of the advisor rather than the + +43 +00:03:07,620 --> 00:03:11,620 +decision maker. Finally, we should conclude by + +44 +00:03:11,620 --> 00:03:15,060 +something called ask for action, which means to + +45 +00:03:15,060 --> 00:03:18,060 +determine the commitment. When we are saying ask + +46 +00:03:18,060 --> 00:03:21,920 +for action, it means anything which we are going + +47 +00:03:21,920 --> 00:03:26,080 +to promise our customer that we are going to do + +48 +00:03:26,080 --> 00:03:29,700 +for his own interest, it must be fulfilled and it + +49 +00:03:29,700 --> 00:03:33,680 +must be done on the ground. So in other words, we + +50 +00:03:33,680 --> 00:03:38,320 +have to talk or we have to walk the talk. What we + +51 +00:03:38,320 --> 00:03:42,320 +are talking about, it must be executed. So by all + +52 +00:03:42,320 --> 00:03:44,440 +these things, we are referring to a term which is + +53 +00:03:44,440 --> 00:03:47,500 +called LSCPA. + +54 +00:03:48,440 --> 00:03:51,460 +These are techniques by which we can handle the + +55 +00:03:51,460 --> 00:03:55,360 +concern or the anxiety in the heart and in the + +56 +00:03:55,360 --> 00:04:00,260 +mind of our prospects. Any questions, any comments + +57 +00:04:00,260 --> 00:04:04,340 +about this? Any questions, any comments? Move on. + +58 +00:04:06,360 --> 00:04:08,940 +Let's now go to the final thing, which is closing + +59 +00:04:08,940 --> 00:04:13,160 +skills. Closing occurs when a salesperson asks for + +60 +00:04:13,160 --> 00:04:16,820 +a commitment from the customer. A commitment to do + +61 +00:04:16,820 --> 00:04:20,940 +what? A commitment that, me as a prospect, I + +62 +00:04:20,940 --> 00:04:25,340 +demanded or I wanted this product or service. And + +63 +00:04:25,340 --> 00:04:28,560 +also, I have a commitment to pay all my financial + +64 +00:04:28,560 --> 00:04:33,020 +obligations. which worth this service or that + +65 +00:04:33,020 --> 00:04:37,240 +product. And here we are going to focus on three + +66 +00:04:37,240 --> 00:04:40,360 +major things, when to close, trial closes and + +67 +00:04:40,360 --> 00:04:44,820 +buying signals. And listen here, when to close, + +68 +00:04:45,120 --> 00:04:47,200 +this is something considered to be the most + +69 +00:04:47,200 --> 00:04:51,760 +difficult thing when in the sales transaction. + +70 +00:04:53,180 --> 00:04:56,580 +Somebody is going to say, why we are saying winter + +71 +00:04:56,580 --> 00:04:59,120 +clothes is something which is very difficult. Two + +72 +00:04:59,120 --> 00:05:03,460 +major issues. Number one, all the time remember, + +73 +00:05:04,540 --> 00:05:06,500 +our sales persons they are reluctant, + +74 +00:05:09,640 --> 00:05:12,680 +which means they are hesitant, they cannot take + +75 +00:05:12,680 --> 00:05:16,400 +appropriate decisions. Number two, they are + +76 +00:05:16,400 --> 00:05:18,080 +suffering from fear of rejection. + +77 +00:05:22,290 --> 00:05:25,310 +Musabbat is going to say why they are going to be + +78 +00:05:25,310 --> 00:05:29,530 +afraid of being rejected. All the time remember, + +79 +00:05:30,410 --> 00:05:33,990 +if the prospect didn't get enough information or + +80 +00:05:33,990 --> 00:05:38,250 +data or answers about his or her questions, they + +81 +00:05:38,250 --> 00:05:42,870 +are not going to approve or accept your offer. So + +82 +00:05:42,870 --> 00:05:46,720 +our sales persons they are reluctant. Because they + +83 +00:05:46,720 --> 00:05:50,660 +prefer that the first step of closing a business + +84 +00:05:50,660 --> 00:05:53,260 +transaction, it must be experienced by the + +85 +00:05:53,260 --> 00:05:58,380 +prospect rather than by us as sales persons. So + +86 +00:05:58,380 --> 00:06:01,860 +they will be reluctant, they will be hesitant. We + +87 +00:06:01,860 --> 00:06:04,520 +are watching and supervising and waiting for the + +88 +00:06:04,520 --> 00:06:08,700 +correct signals. If the correct signals show up, + +89 +00:06:09,100 --> 00:06:14,610 +then we will offer our own transaction. But if the + +90 +00:06:14,610 --> 00:06:17,790 +signals were not appreciated or perceived by us in + +91 +00:06:17,790 --> 00:06:21,730 +a correct way, we will remain reluctant. Somebody + +92 +00:06:21,730 --> 00:06:23,650 +from you might ask, are we talking about + +93 +00:06:23,650 --> 00:06:28,330 +reluctance which are felt by new sales persons? + +94 +00:06:29,110 --> 00:06:31,810 +Also, we are talking about reluctance which might + +95 +00:06:31,810 --> 00:06:35,230 +be felt by sales persons who are having a long + +96 +00:06:35,230 --> 00:06:39,970 +experience. In other words, reluctance is + +97 +00:06:39,970 --> 00:06:42,930 +considered to be a natural feeling in the heart of + +98 +00:06:42,930 --> 00:06:47,030 +the experts and the non-experts from salespeople. + +99 +00:06:48,690 --> 00:06:52,790 +Okay, move on. Closing techniques, how we are + +100 +00:06:52,790 --> 00:06:55,870 +going to close any business transaction. Let's + +101 +00:06:55,870 --> 00:06:59,010 +summarize them. Number one, all the time the sales + +102 +00:06:59,010 --> 00:07:01,930 +persons must be direct and they must be honest. In + +103 +00:07:01,930 --> 00:07:04,570 +other words, ask for the order in a + +104 +00:07:04,570 --> 00:07:09,830 +straightforward manner. Don't be manipulative. In + +105 +00:07:09,830 --> 00:07:14,010 +other + +106 +00:07:14,010 --> 00:07:16,750 +words, all the things which you would like to say, + +107 +00:07:16,890 --> 00:07:19,410 +they must be said in a very frank and direct way. + +108 +00:07:20,490 --> 00:07:22,570 +And don't adopt something called zigzagging + +109 +00:07:22,570 --> 00:07:31,820 +approach. Be frank, be clear. Third, all the time + +110 +00:07:31,820 --> 00:07:35,040 +try to summarize. Summarize what? The benefits + +111 +00:07:35,040 --> 00:07:39,560 +which will be taken or got by our prospect if he + +112 +00:07:39,560 --> 00:07:45,920 +bought a service or a product. A third, single + +113 +00:07:45,920 --> 00:07:48,380 +objection. What's the meaning of a single + +114 +00:07:48,380 --> 00:07:50,660 +objection? Single resistance. + +115 +00:07:53,120 --> 00:07:59,830 +All the time remember. All the times remember. We + +116 +00:07:59,830 --> 00:08:01,930 +should overcome. If you do not like fact and + +117 +00:08:01,930 --> 00:08:04,310 +objection, we can look at the word obstacle. It is + +118 +00:08:04,310 --> 00:08:08,570 +the same. All the time remember, all obstacles and + +119 +00:08:08,570 --> 00:08:12,910 +objections, they should be removed from the path + +120 +00:08:12,910 --> 00:08:16,590 +of conducting the transaction. How are we going to + +121 +00:08:16,590 --> 00:08:20,810 +remove them? By giving enough information for any + +122 +00:08:20,810 --> 00:08:25,590 +question raised by the prospect. Give him or her. + +123 +00:08:26,570 --> 00:08:29,950 +any insurance, any evidences, any demonstrable + +124 +00:08:29,950 --> 00:08:34,190 +lessons by which we will assure them that anything + +125 +00:08:34,190 --> 00:08:37,050 +might happen, we will overcome it and we are + +126 +00:08:37,050 --> 00:08:41,870 +responsible for it. A fourth assumption, in other + +127 +00:08:41,870 --> 00:08:46,030 +words, assume readiness to buy and focus on the + +128 +00:08:46,030 --> 00:08:49,010 +transaction details. The word assumption here, it + +129 +00:08:49,010 --> 00:08:52,650 +refers to a stage where we as a salesperson, we + +130 +00:08:52,650 --> 00:08:56,440 +will assume that everything now is ready for + +131 +00:08:56,440 --> 00:08:59,340 +conducting and finalizing what? The closed + +132 +00:08:59,340 --> 00:09:01,460 +business transaction. To close business + +133 +00:09:01,460 --> 00:09:05,140 +transaction. Finally, we'll talk about something + +134 +00:09:05,140 --> 00:09:09,420 +called choice. When the choice, we are focusing on + +135 +00:09:09,420 --> 00:09:12,120 +the version to be ordered. Somebody is going to + +136 +00:09:12,120 --> 00:09:14,880 +say, what's the meaning of the word version? For + +137 +00:09:14,880 --> 00:09:17,660 +example, if you would like to buy a book, every + +138 +00:09:17,660 --> 00:09:21,420 +book has its own version. version of 2002 for + +139 +00:09:21,420 --> 00:09:25,720 +example four six seven nine eleven and so on the + +140 +00:09:25,720 --> 00:09:27,760 +same thing with any product and the same thing + +141 +00:09:27,760 --> 00:09:30,700 +with any service all the products they have + +142 +00:09:30,700 --> 00:09:33,860 +versions well this is reminding us with the truth + +143 +00:09:33,860 --> 00:09:36,240 +which we said about the products every product has + +144 +00:09:36,240 --> 00:09:41,260 +its own life cycle so this life cycle it is going + +145 +00:09:41,260 --> 00:09:46,160 +to go or to go through stages it is going to be + +146 +00:09:46,160 --> 00:09:48,920 +developed it is going to be enhanced and every + +147 +00:09:48,920 --> 00:09:53,340 +enhancement stage it is expressed by a version, it + +148 +00:09:53,340 --> 00:09:59,160 +is expressed by a type or a kind of version. So + +149 +00:09:59,160 --> 00:10:02,580 +these are briefly the major selling techniques by + +150 +00:10:02,580 --> 00:10:06,860 +which we can close any business transaction. Any + +151 +00:10:06,860 --> 00:10:11,840 +questions or comments about this? Okay, let's + +152 +00:10:11,840 --> 00:10:14,300 +conclude by talking about something which is very + +153 +00:10:14,300 --> 00:10:18,270 +important. This thing is the following, we will + +154 +00:10:18,270 --> 00:10:20,850 +talk about something called how we are going to + +155 +00:10:20,850 --> 00:10:24,210 +support the buying decision. Or in other words, + +156 +00:10:24,710 --> 00:10:26,090 +both interaction phase skills. + +157 +00:10:29,730 --> 00:10:33,430 +The both interaction phase skills, it means we are + +158 +00:10:33,430 --> 00:10:37,250 +talking about skills which are required to + +159 +00:10:37,250 --> 00:10:42,670 +reinforce the decision of buying. In other words, + +160 +00:10:43,330 --> 00:10:46,850 +we are talking about skills which we must use to + +161 +00:10:46,850 --> 00:10:50,450 +make the customers not feeling regret that they + +162 +00:10:50,450 --> 00:10:55,450 +bought our product or service. Clear? These + +163 +00:10:55,450 --> 00:10:59,850 +techniques are four. Beginning from support the + +164 +00:10:59,850 --> 00:11:02,530 +buying decision. After a while, we are going to + +165 +00:11:02,530 --> 00:11:04,750 +provide you with lessons about how we are going to + +166 +00:11:04,750 --> 00:11:08,690 +support the buying decision. Second, manage the + +167 +00:11:08,690 --> 00:11:13,320 +implementation. Third, deal with dissatisfaction + +168 +00:11:13,320 --> 00:11:17,780 +and fourth, enhance the relationship. So these are + +169 +00:11:17,780 --> 00:11:21,740 +briefly the major methods by which we can enhance + +170 +00:11:21,740 --> 00:11:26,060 +and support the decision buying. Let's begin with + +171 +00:11:26,060 --> 00:11:27,700 +the pillars. What's the meaning of the word + +172 +00:11:27,700 --> 00:11:33,480 +pillar? Ways. And sometimes we are calling it or + +173 +00:11:33,480 --> 00:11:36,140 +naming it to be strategies. The pillars of sales + +174 +00:11:36,140 --> 00:11:38,580 +support. Listen here. So technique number one, + +175 +00:11:38,620 --> 00:11:41,450 +what did we name it? Support the buying decision. + +176 +00:11:41,690 --> 00:11:45,050 +How? Number one, we have to reduce the buyer + +177 +00:11:45,050 --> 00:11:48,970 +anxiety and worry. How? By answering any question + +178 +00:11:48,970 --> 00:11:51,390 +or concern that might be raised by the prospect. + +179 +00:11:52,590 --> 00:11:55,190 +Another technique, we have to make a follow-up + +180 +00:11:55,190 --> 00:11:59,050 +call. Let's give example. Imagine Hanin she is + +181 +00:11:59,050 --> 00:12:01,970 +going to buy for example from us a laptop or a car + +182 +00:12:01,970 --> 00:12:06,730 +or whatever. After four or five days, we give her + +183 +00:12:06,730 --> 00:12:11,710 +a phone call. Why? We are asking her, how are you + +184 +00:12:11,710 --> 00:12:14,330 +Ms. Hanin and how was the product which you + +185 +00:12:14,330 --> 00:12:19,250 +purchased from us? If her response is okay, then + +186 +00:12:19,250 --> 00:12:22,010 +she is going to tell us okay. If not, she will + +187 +00:12:22,010 --> 00:12:25,390 +tell us not. But this isn't my concern now in this + +188 +00:12:25,390 --> 00:12:28,750 +example. My concern is the following. How our + +189 +00:12:28,750 --> 00:12:31,150 +message is going to be reflected on the heart of + +190 +00:12:31,150 --> 00:12:34,280 +this prospect? after we closed a business + +191 +00:12:34,280 --> 00:12:38,240 +transaction and after we cashed the price and in + +192 +00:12:38,240 --> 00:12:40,900 +spite of this after three or four days we gave her + +193 +00:12:40,900 --> 00:12:43,540 +a phone call to be sure that everything is okay + +194 +00:12:43,540 --> 00:12:48,220 +the impression is going to be excellent why this + +195 +00:12:48,220 --> 00:12:51,600 +prospect is going to say this company isn't + +196 +00:12:51,600 --> 00:12:57,090 +opportunist in other words They cashed the money + +197 +00:12:57,090 --> 00:13:00,970 +after I bought this product from them. In spite of + +198 +00:13:00,970 --> 00:13:04,030 +this, they are trying to be sure that everything + +199 +00:13:04,030 --> 00:13:08,170 +is okay regarding this product. So this is going + +200 +00:13:08,170 --> 00:13:11,570 +to leave us a very psychological support, which + +201 +00:13:11,570 --> 00:13:14,590 +will be transmitted or felt in the heart and in + +202 +00:13:14,590 --> 00:13:19,290 +the mind by our customer. Third technique, ask for + +203 +00:13:19,290 --> 00:13:24,270 +feedback. Ask this prospect about anything related + +204 +00:13:24,270 --> 00:13:28,250 +to this product or service. How is it? Are you + +205 +00:13:28,250 --> 00:13:30,290 +facing problems or troubles in installing and + +206 +00:13:30,290 --> 00:13:33,490 +using and consuming it? Do you need any feedback? + +207 +00:13:33,710 --> 00:13:35,770 +Do you need assistance? Do you need spare parts? + +208 +00:13:35,870 --> 00:13:38,670 +All these things. So this feedback is considered + +209 +00:13:38,670 --> 00:13:41,730 +to be a third technique by which we can support + +210 +00:13:41,730 --> 00:13:46,210 +the buying decision. Let's talk about the second + +211 +00:13:46,210 --> 00:13:50,820 +method. The second method is main or means managed + +212 +00:13:50,820 --> 00:13:53,800 +implementation or managed implementation means we + +213 +00:13:53,800 --> 00:13:55,700 +have to walk our talk. + +214 +00:13:58,900 --> 00:14:02,820 +In other words, we have to execute anything which + +215 +00:14:02,820 --> 00:14:05,000 +we might have promised our prospects to do or + +216 +00:14:05,000 --> 00:14:09,620 +offer. So what we are saying and talking about, it + +217 +00:14:09,620 --> 00:14:12,480 +must be executed and translated into realistic + +218 +00:14:12,480 --> 00:14:17,060 +actions on the ground. Therefore, we have to + +219 +00:14:17,060 --> 00:14:20,460 +assist our approval process, introduce support + +220 +00:14:20,460 --> 00:14:24,180 +resources, monitor and report progress. Let's give + +221 +00:14:24,180 --> 00:14:26,980 +example for this, introduce support resources. + +222 +00:14:27,760 --> 00:14:30,020 +Imagine our prospect or customer would like to + +223 +00:14:30,020 --> 00:14:32,540 +have more information, would like to get + +224 +00:14:32,540 --> 00:14:35,360 +assistance regarding ideas, regarding anything + +225 +00:14:35,360 --> 00:14:38,040 +which is related to the technicalities of this + +226 +00:14:38,040 --> 00:14:43,510 +product or service. did we or did or should we + +227 +00:14:43,510 --> 00:14:46,070 +provide him with this required information or data + +228 +00:14:46,070 --> 00:14:49,430 +or ideas of course a second thing assessed + +229 +00:14:49,430 --> 00:14:52,310 +regarding the approval or the withdrawal of the + +230 +00:14:52,310 --> 00:14:55,870 +process remember here all the time if you would + +231 +00:14:55,870 --> 00:14:58,590 +like to assess or approve the process some + +232 +00:14:58,590 --> 00:15:01,250 +concerns must be raised by the prospects in other + +233 +00:15:01,250 --> 00:15:06,290 +words he must decide to phone or call us so if + +234 +00:15:06,290 --> 00:15:09,090 +he's going to phone or call us We are going to + +235 +00:15:09,090 --> 00:15:10,990 +look at the monitor of our cellphone and we are + +236 +00:15:10,990 --> 00:15:15,030 +going to see or diagnose his name. What is the + +237 +00:15:15,030 --> 00:15:16,770 +appropriate behavior which we should do in this + +238 +00:15:16,770 --> 00:15:21,060 +situation? We should open and respond. even if he + +239 +00:15:21,060 --> 00:15:24,080 +is going to call us through a telephone or even if + +240 +00:15:24,080 --> 00:15:27,740 +he is going to visit our company and visit you as + +241 +00:15:27,740 --> 00:15:30,700 +a salesperson in your office, we shouldn't decline + +242 +00:15:30,700 --> 00:15:34,600 +his request to communicate or talk with you. If + +243 +00:15:34,600 --> 00:15:38,120 +you declined his offer, you are avoiding or + +244 +00:15:38,120 --> 00:15:42,900 +escaping from him or her. Why? Because you bought + +245 +00:15:42,900 --> 00:15:47,120 +and you cashed. Is this appropriate behavior in + +246 +00:15:47,120 --> 00:15:51,690 +the sales science? Why? Because we are talking and + +247 +00:15:51,690 --> 00:15:54,710 +emphasizing this fact which is we have to develop + +248 +00:15:54,710 --> 00:15:59,350 +long term relationship with our customers and not + +249 +00:15:59,350 --> 00:16:03,670 +be satisfied by one single incidence of sales. + +250 +00:16:05,690 --> 00:16:08,870 +Let's go to the third method which is called deal + +251 +00:16:08,870 --> 00:16:13,250 +with dissatisfaction. This dissatisfaction might + +252 +00:16:13,250 --> 00:16:16,030 +happen by many students especially after they are + +253 +00:16:16,030 --> 00:16:19,480 +going to get their points in the midterms. Is this + +254 +00:16:19,480 --> 00:16:22,140 +a natural thing? It's a natural thing. What should + +255 +00:16:22,140 --> 00:16:24,860 +we do? What should we deal with it? Or how can we + +256 +00:16:24,860 --> 00:16:27,540 +deal with it? You have to deal with it as a + +257 +00:16:27,540 --> 00:16:30,840 +natural thing. It is in the end of our life. The + +258 +00:16:30,840 --> 00:16:33,880 +same thing here. We have to deal with any + +259 +00:16:33,880 --> 00:16:38,120 +dissatisfaction which might be encountered by any + +260 +00:16:38,120 --> 00:16:42,040 +of our prospects. In other words, empathize with + +261 +00:16:42,040 --> 00:16:44,980 +the buyer. Which means we have to sympathize with + +262 +00:16:44,980 --> 00:16:48,980 +our buyer. Second, Respond to problems using + +263 +00:16:48,980 --> 00:16:52,440 +objection-banding techniques. When we are saying + +264 +00:16:52,440 --> 00:16:56,480 +respond, it means if our prospect or customer + +265 +00:16:56,480 --> 00:16:59,080 +tries to communicate with you, you must be ready + +266 +00:16:59,080 --> 00:17:01,960 +and available all the time. And don't avoid or + +267 +00:17:01,960 --> 00:17:06,360 +neglect him or her. Third, Anticipate concerns and + +268 +00:17:06,360 --> 00:17:09,780 +expectations. What does that mean? Expect in + +269 +00:17:09,780 --> 00:17:14,300 +advance. Or finally, reinforce the benefits. All + +270 +00:17:14,300 --> 00:17:16,760 +these are techniques by which we can deal with any + +271 +00:17:16,760 --> 00:17:18,900 +dissatisfaction. + +272 +00:17:19,780 --> 00:17:22,600 +The final layer, we would like to talk about how + +273 +00:17:22,600 --> 00:17:25,620 +we will enhance our relationship. Number one, be + +274 +00:17:25,620 --> 00:17:30,040 +available. I am here if you or I am her if you + +275 +00:17:30,040 --> 00:17:34,200 +need me. When we are saying I am her, be + +276 +00:17:34,200 --> 00:17:38,170 +persistent, be existent. And don't hide behind the + +277 +00:17:38,170 --> 00:17:40,850 +scene, especially if you are demanded or required + +278 +00:17:40,850 --> 00:17:44,870 +by this customer. Second, arrange continual + +279 +00:17:44,870 --> 00:17:49,070 +personal communication. Third, maintain quality of + +280 +00:17:49,070 --> 00:17:52,250 +products and services. Fourth, provide ongoing + +281 +00:17:52,250 --> 00:17:56,430 +updates and progress reports. Fifth, be a resource + +282 +00:17:56,430 --> 00:18:01,150 +for info or help or ideas. Finally, grow the + +283 +00:18:01,150 --> 00:18:03,590 +business internally. And finally, ask for + +284 +00:18:03,590 --> 00:18:05,610 +referrals. What does it mean to ask for referrals? + +285 +00:18:07,040 --> 00:18:12,400 +Don't flatter yourself or flatter your company. It + +286 +00:18:12,400 --> 00:18:16,480 +is + +287 +00:18:16,480 --> 00:18:17,700 +equivalent to the word praise. + +288 +00:18:21,300 --> 00:18:25,760 +Don't flatter your company or praise yourself. But + +289 +00:18:25,760 --> 00:18:29,780 +leave the flattering or praising thing for a + +290 +00:18:29,780 --> 00:18:33,090 +customer who already dealt with you. Because by + +291 +00:18:33,090 --> 00:18:39,550 +this statement, this statement will be objective + +292 +00:18:39,550 --> 00:18:43,290 +and neutral. Why? Because it is coming from a + +293 +00:18:43,290 --> 00:18:47,090 +third party, not coming from you as a sales + +294 +00:18:47,090 --> 00:18:51,850 +company. Not coming from you as a sales company. + +295 +00:18:52,350 --> 00:18:56,330 +And finally grow their business internally. And + +296 +00:18:56,330 --> 00:18:59,870 +this is an ideology which means if your customer + +297 +00:18:59,870 --> 00:19:03,530 +will grow in his own business, for sure your sales + +298 +00:19:03,530 --> 00:19:06,770 +for him or her will grow as well. And the vice + +299 +00:19:06,770 --> 00:19:11,250 +versa is correct. Finally, as for reference, we + +300 +00:19:11,250 --> 00:19:13,750 +talked about it. So these are the major techniques + +301 +00:19:13,750 --> 00:19:18,290 +by which we can enhance our relationship with our + +302 +00:19:18,290 --> 00:19:22,570 +own customers. Let's conclude by these things. + +303 +00:19:23,310 --> 00:19:27,320 +Ways that might anger customers. When we are going + +304 +00:19:27,320 --> 00:19:29,400 +to identify and talk about the ways to anger a + +305 +00:19:29,400 --> 00:19:33,960 +customer, this means we have to avoid them. The + +306 +00:19:33,960 --> 00:19:36,240 +anger of the customer can be caused by what? + +307 +00:19:36,400 --> 00:19:42,390 +Number one, constant selling. If Fatima is + +308 +00:19:42,390 --> 00:19:45,550 +considered to be our customer, it isn't + +309 +00:19:45,550 --> 00:19:49,450 +acceptable, it isn't appropriate to call her every + +310 +00:19:49,450 --> 00:19:52,690 +single hour or to call her every single day asking + +311 +00:19:52,690 --> 00:19:56,730 +her or telling her or informing her about any + +312 +00:19:56,730 --> 00:19:59,870 +sales offer which we might have as a company. Is + +313 +00:19:59,870 --> 00:20:02,310 +this acceptable behavior? It isn't acceptable. + +314 +00:20:02,410 --> 00:20:07,050 +Why? Because we will be seen as bushy sales + +315 +00:20:07,050 --> 00:20:10,740 +persons. What does it mean to be bushy? Exactly, + +316 +00:20:10,880 --> 00:20:13,260 +they are under pressure. What did we say? + +317 +00:20:13,960 --> 00:20:17,360 +Remember, the sales transaction might be happened + +318 +00:20:17,360 --> 00:20:21,000 +or might be conducted under the atmosphere of + +319 +00:20:21,000 --> 00:20:24,340 +silence. Somebody is going to say, what is the + +320 +00:20:24,340 --> 00:20:28,060 +meaning of atmosphere of silence? Atmosphere where + +321 +00:20:28,060 --> 00:20:30,580 +you as a salesperson must be away from the + +322 +00:20:30,580 --> 00:20:33,780 +prospect, so that the prospect can think deeply + +323 +00:20:33,780 --> 00:20:39,300 +and quietly about your offer. So don't be + +324 +00:20:39,300 --> 00:20:42,160 +available in the scene. We are going to leave for + +325 +00:20:42,160 --> 00:20:46,340 +him or her our contact information. If he or she + +326 +00:20:46,340 --> 00:20:49,120 +decided to buy from us, that's nice. If not, not. + +327 +00:20:49,900 --> 00:20:53,840 +This is the life. So once again, we should not be + +328 +00:20:53,840 --> 00:20:56,980 +pushy. So don't phone every single day or every + +329 +00:20:56,980 --> 00:21:00,600 +single hour, offering this prospect or talking + +330 +00:21:00,600 --> 00:21:04,020 +about your offered sales. This isn't acceptable + +331 +00:21:04,020 --> 00:21:07,340 +behavior. Will it cause a kind of anger in the + +332 +00:21:07,340 --> 00:21:09,040 +heart and in the mind of the salesperson? Of + +333 +00:21:09,040 --> 00:21:13,060 +course. Why? Because you will be seen as a nagging + +334 +00:21:13,060 --> 00:21:16,680 +salesperson. And nagging people are not welcome. + +335 +00:21:16,960 --> 00:21:19,820 +Nagging people are not liked. Nagging people are + +336 +00:21:19,820 --> 00:21:24,440 +not appreciated by others. Second, Neglecting + +337 +00:21:24,440 --> 00:21:28,990 +customer problems. If the customer complained + +338 +00:21:28,990 --> 00:21:32,290 +about any problem, about an issue regarding the + +339 +00:21:32,290 --> 00:21:34,990 +product or the service, you should be available + +340 +00:21:34,990 --> 00:21:39,450 +and sit beside him or her. But if he tried to + +341 +00:21:39,450 --> 00:21:43,550 +reach you and you were avoiding them, it means we + +342 +00:21:43,550 --> 00:21:47,210 +are trying to escape from them. This is going to + +343 +00:21:47,210 --> 00:21:51,250 +cause what? The anger of the customer. A third + +344 +00:21:51,250 --> 00:21:55,250 +source talking too much. In other words, you are + +345 +00:21:55,250 --> 00:21:57,790 +talking more than you are listening to them. Is + +346 +00:21:57,790 --> 00:21:59,630 +this a problem? It's a problem. Is it causing + +347 +00:21:59,630 --> 00:22:04,070 +anger? It is causing anger. So it is preferred to + +348 +00:22:04,070 --> 00:22:10,250 +listen more than talk. Fourth is searching the + +349 +00:22:10,250 --> 00:22:14,090 +truth. In other words, we will continue talking + +350 +00:22:14,090 --> 00:22:16,030 +about the benefits of the product or the service + +351 +00:22:16,030 --> 00:22:20,340 +all the time. Is this correct? It isn't. So what + +352 +00:22:20,340 --> 00:22:22,980 +should we do? We should believe in this Arabic + +353 +00:22:22,980 --> 00:22:25,980 +proverb which is saying خَرِ الكلام مَغَلَّ و + +354 +00:22:25,980 --> 00:22:31,140 +That's it. Finally, we will talk about no thanks + +355 +00:22:31,140 --> 00:22:33,300 +use. In other words, if you finished a meeting + +356 +00:22:33,300 --> 00:22:35,560 +with the prospect or if you finished a phone + +357 +00:22:35,560 --> 00:22:38,380 +conversation with them, all the time remember to + +358 +00:22:38,380 --> 00:22:40,950 +thank them. If you are not going to thank them, + +359 +00:22:41,010 --> 00:22:45,110 +you will be seen as an impolite salesperson. Is + +360 +00:22:45,110 --> 00:22:48,230 +this a cause or a source of anger? Yes, it is a + +361 +00:22:48,230 --> 00:22:51,450 +source of anger. So these are briefly the major + +362 +00:22:51,450 --> 00:22:54,250 +sources by which we can create or increase the + +363 +00:22:54,250 --> 00:22:57,110 +level of anger in the heart of our own customers. + +364 +00:22:57,670 --> 00:23:00,330 +And all the times we should be careful regarding + +365 +00:23:00,330 --> 00:23:04,190 +these sources. And we should not fill in the trap. + +366 +00:23:05,050 --> 00:23:10,160 +Any questions or comments about this? Okay, we + +367 +00:23:10,160 --> 00:23:11,780 +talked about the customer interaction and the + +368 +00:23:11,780 --> 00:23:14,840 +practices. I think this is the end of chapter + +369 +00:23:14,840 --> 00:23:17,600 +number five. Before we conclude, give me a chance + +370 +00:23:17,600 --> 00:23:24,920 +to talk about something important also. Now, we + +371 +00:23:24,920 --> 00:23:30,540 +will talk about new techniques by + +372 +00:23:30,540 --> 00:23:32,880 +which we can ensure that we will increase the + +373 +00:23:32,880 --> 00:23:35,300 +level of closing a business transaction + +374 +00:23:35,300 --> 00:23:38,790 +successfully. What are these techniques? Number + +375 +00:23:38,790 --> 00:23:45,770 +one, read alternative + +376 +00:23:45,770 --> 00:23:46,330 +choice. + +377 +00:23:48,890 --> 00:23:53,670 +And number two, we are talking about what? + +378 +00:23:55,950 --> 00:23:57,130 +Decision choice. + +379 +00:24:00,650 --> 00:24:05,090 +Regarding the alternative choice, remember We are + +380 +00:24:05,090 --> 00:24:06,830 +going to provide you with two scenarios or two + +381 +00:24:06,830 --> 00:24:09,530 +examples. Imagine we are going to go and visit a + +382 +00:24:09,530 --> 00:24:14,030 +electrical store. Imagine we would like to buy + +383 +00:24:14,030 --> 00:24:18,730 +LCD. Scenario number one and scenario number two. + +384 +00:24:18,930 --> 00:24:21,590 +In scenario number one, the salesperson is going + +385 +00:24:21,590 --> 00:24:31,790 +to provide us with variety of colors and models of + +386 +00:24:32,790 --> 00:24:41,430 +LCD or LCDs, including Toshiba, Samsung, LG, Sony + +387 +00:24:41,430 --> 00:24:46,070 +and so on. All these are models. In second + +388 +00:24:46,070 --> 00:24:49,790 +scenario, the salesperson told you sadly, Wallah + +389 +00:24:49,790 --> 00:24:54,810 +sir or madam, we do not have only one model, which + +390 +00:24:54,810 --> 00:24:59,540 +is for example LG. Now let's evaluate the two + +391 +00:24:59,540 --> 00:25:02,700 +scenarios. What is the probability that a business + +392 +00:25:02,700 --> 00:25:05,360 +transaction will be conducted successfully in + +393 +00:25:05,360 --> 00:25:07,860 +scenario number one in comparison with scenario + +394 +00:25:07,860 --> 00:25:10,800 +number two? The probability here it might exceed + +395 +00:25:10,800 --> 00:25:14,980 +more than 80% but here it might not exceed more + +396 +00:25:14,980 --> 00:25:21,140 +than 20%. So this is considered to be one of the + +397 +00:25:21,140 --> 00:25:23,620 +secrets by which we can conduct a sales + +398 +00:25:23,620 --> 00:25:25,260 +transaction successfully. + +399 +00:25:27,320 --> 00:25:32,020 +Technique number two, decision choice, which means + +400 +00:25:32,020 --> 00:25:35,060 +if we would like to conduct the business + +401 +00:25:35,060 --> 00:25:39,960 +transaction successfully, we sit, don't be bushy, + +402 +00:25:40,500 --> 00:25:47,760 +where your role must be only advisory. Talk about + +403 +00:25:47,760 --> 00:25:49,700 +the specification of the products or the models, + +404 +00:25:50,300 --> 00:25:53,100 +and give them information as much as you can, but + +405 +00:25:53,100 --> 00:25:55,940 +don't exercise any kind of pressure regarding any + +406 +00:25:55,940 --> 00:25:59,520 +specific decision making. You are just advisor. + +407 +00:26:00,880 --> 00:26:03,220 +And a second thing, you should prepare + +408 +00:26:03,220 --> 00:26:06,080 +simultaneously with something which is called + +409 +00:26:06,080 --> 00:26:06,900 +action plan. + +410 +00:26:09,640 --> 00:26:11,300 +Somebody is going to say what's the meaning of + +411 +00:26:11,300 --> 00:26:15,880 +action plan? If you felt that your prospect is + +412 +00:26:15,880 --> 00:26:18,160 +about to take a decision or to buy a product + +413 +00:26:18,160 --> 00:26:25,000 +directly and in the spot during the same time, ask + +414 +00:26:25,000 --> 00:26:29,300 +the customer to provide you with his address. The + +415 +00:26:29,300 --> 00:26:33,300 +address refers to the place of his home or house. + +416 +00:26:34,200 --> 00:26:36,660 +Second, ask him about the time when he is going to + +417 +00:26:36,660 --> 00:26:41,600 +be available. Why? to tell the customer that we + +418 +00:26:41,600 --> 00:26:45,080 +are ready to send and install this product at his + +419 +00:26:45,080 --> 00:26:49,380 +home or at his store or at his company. So the + +420 +00:26:49,380 --> 00:26:52,120 +place and the time means we are talking about + +421 +00:26:52,120 --> 00:26:55,940 +action plan which was confirmed by the prospect or + +422 +00:26:55,940 --> 00:26:59,380 +the customer. How do we know? Because he already + +423 +00:26:59,380 --> 00:27:05,240 +agreed to provide you with this information. But + +424 +00:27:05,240 --> 00:27:07,300 +if the prospect or the customer told you, Wallah + +425 +00:27:07,300 --> 00:27:10,340 +I'm apologizing, or I'm not going to give you the + +426 +00:27:10,340 --> 00:27:13,920 +address of my company or house this means we till + +427 +00:27:13,920 --> 00:27:16,720 +now didn't finalize a business transaction + +428 +00:27:16,720 --> 00:27:23,340 +successfully clear so let's sum up So, two + +429 +00:27:23,340 --> 00:27:27,000 +techniques by which we can exceed the probability + +430 +00:27:27,000 --> 00:27:30,040 +of constructing a sales transaction successfully. + +431 +00:27:30,340 --> 00:27:34,060 +Number one, alternative choice, which means if + +432 +00:27:34,060 --> 00:27:36,340 +your company is going to provide its own prospects + +433 +00:27:36,340 --> 00:27:39,400 +or customers with a variety of models and colors, + +434 +00:27:40,000 --> 00:27:41,980 +this is going to increase the probability of + +435 +00:27:41,980 --> 00:27:45,620 +successful sales transactions. And vice versa is + +436 +00:27:46,350 --> 00:27:49,670 +Correct. A second technique is decision choice. In + +437 +00:27:49,670 --> 00:27:52,810 +other words, your role as a salesperson is just + +438 +00:27:52,810 --> 00:27:57,650 +advisor rather than decision maker. Also, while + +439 +00:27:57,650 --> 00:28:00,250 +you are talking, you should seize the time. In + +440 +00:28:00,250 --> 00:28:02,990 +other words, you should elicit information about + +441 +00:28:02,990 --> 00:28:05,870 +the address where you can send this product or + +442 +00:28:05,870 --> 00:28:09,730 +this service to the customers, house, company, + +443 +00:28:09,810 --> 00:28:14,020 +etc. So, the place and the time Information is + +444 +00:28:14,020 --> 00:28:16,560 +related to something called action plan which + +445 +00:28:16,560 --> 00:28:20,660 +should be used at the same situation without + +446 +00:28:20,660 --> 00:28:23,080 +wasting any time. + +447 +00:28:24,720 --> 00:28:27,820 +Any question or comments about this? Any question + +448 +00:28:27,820 --> 00:28:32,020 +or comments? Now, by this we are saying bye bye + +449 +00:28:32,020 --> 00:28:34,840 +for chapter number five. InshaAllah next Wednesday + +450 +00:28:34,840 --> 00:28:37,500 +we are going to start with a new chapter which is + +451 +00:28:37,500 --> 00:28:40,640 +chapter number six. Any question or comments about + +452 +00:28:40,640 --> 00:28:44,130 +chapter number five? Any question and objections, + +453 +00:28:52,890 --> 00:28:59,950 +any concerns, any anxiety? Go on. Thank you very + +454 +00:28:59,950 --> 00:29:00,450 +much. See you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU.srt new file mode 100644 index 0000000000000000000000000000000000000000..4e01df87e6570460c2f185fa0d2897027ace1e78 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU.srt @@ -0,0 +1,2130 @@ +1 +00:00:22,100 --> 00:00:25,160 +Okay, good morning. Good morning. Today, + +2 +00:00:25,260 --> 00:00:27,400 +inshallah, we are going to talk about some of the + +3 +00:00:27,400 --> 00:00:32,280 +techniques through which we can implement go-to-market + +4 +00:00:32,280 --> 00:00:36,040 +strategy. Some of these techniques, they + +5 +00:00:36,040 --> 00:00:39,960 +are various. Some of them, we are saying, they are + +6 +00:00:39,960 --> 00:00:43,080 +force options. Others are alternatives. + +7 +00:00:44,840 --> 00:00:47,840 +Now, we are going to talk about the techniques in a + +8 +00:00:47,840 --> 00:00:51,060 +detailed way. And later on, we are going to + +9 +00:00:51,060 --> 00:00:52,960 +evaluate each technique according to two + +10 +00:00:52,960 --> 00:00:57,620 +principles: efficiency and effectiveness. So let's + +11 +00:00:57,620 --> 00:01:01,640 +begin talking about them. Listen. Customers and + +12 +00:01:01,640 --> 00:01:04,120 +prospects. As we said, the word prospects refers + +13 +00:01:04,120 --> 00:01:07,840 +to potential customers that might be attracted or + +14 +00:01:07,840 --> 00:01:13,560 +recruited by our sales organization. Now, here we + +15 +00:01:13,560 --> 00:01:16,660 +are talking about sales force options; the sales + +16 +00:01:16,660 --> 00:01:19,380 +force options are directly separated into two parts. + +17 +00:01:19,760 --> 00:01:22,220 +Some of them are direct; others are indirect. + +18 +00:01:22,800 --> 00:01:25,700 +Let's see them together. So the word direct + +19 +00:01:25,700 --> 00:01:30,780 +includes this one: direct sales force. When we are + +20 +00:01:30,780 --> 00:01:33,140 +saying it is direct sales force, we are referring + +21 +00:01:33,140 --> 00:01:37,480 +to the sales persons who are working in our own + +22 +00:01:37,480 --> 00:01:41,720 +organization. In other words, a direct sales + +23 +00:01:41,720 --> 00:01:45,780 +force. We are referring to the sales team, which + +24 +00:01:45,780 --> 00:01:49,500 +is hired and working for the interest of our own + +25 +00:01:49,500 --> 00:01:54,320 +sales agency. Therefore, if we are referring to + +26 +00:01:54,320 --> 00:01:57,760 +our employees, can we say or can we talk about + +27 +00:01:57,760 --> 00:02:00,820 +an indirect relationship? No, we are talking about + +28 +00:02:00,820 --> 00:02:03,880 +a direct relationship which connects between our + +29 +00:02:03,880 --> 00:02:08,520 +sales agency and our customers. The second + +30 +00:02:08,520 --> 00:02:12,410 +technique is classified as indirect. If + +31 +00:02:12,410 --> 00:02:15,190 +you are going to say or ask why we are naming them + +32 +00:02:15,190 --> 00:02:17,570 +as indirect, it is because we are referring to + +33 +00:02:17,570 --> 00:02:21,370 +someone who is called a mediator, who is going to + +34 +00:02:21,370 --> 00:02:25,650 +be in between us as a sales company and + +35 +00:02:25,650 --> 00:02:31,210 +our customers as a target market group. The first + +36 +00:02:31,210 --> 00:02:33,210 +one we are referring to is agent distributors and + +37 +00:02:33,210 --> 00:02:36,910 +retailers. With these agents, we are going to sign + +38 +00:02:36,910 --> 00:02:40,530 +with them a contract, according to which the + +39 +00:02:40,530 --> 00:02:43,190 +agents are going to purchase our product from + +40 +00:02:43,190 --> 00:02:46,390 +us and later on they are going to go and sell it + +41 +00:02:46,390 --> 00:02:49,950 +in the market by themselves. Then + +42 +00:02:49,950 --> 00:02:52,630 +in this scenario, we cannot talk about a direct + +43 +00:02:52,630 --> 00:02:55,530 +relationship between the company and the customer. + +44 +00:02:55,530 --> 00:02:59,030 +Why? Because the agent is standing in between the + +45 +00:02:59,030 --> 00:03:02,750 +two partners, and this agent is acting on behalf of + +46 +00:03:02,750 --> 00:03:07,990 +himself. This is very important. A second technique; + +47 +00:03:08,130 --> 00:03:10,950 +we are talking about integrators. What is the name + +48 +00:03:10,950 --> 00:03:14,130 +of integrators? Connectors. + +49 +00:03:17,250 --> 00:03:20,470 +Okay, and also it means we are talking about + +50 +00:03:20,470 --> 00:03:23,410 +an integration contract. According to this + +51 +00:03:23,410 --> 00:03:28,850 +integration contract, a second company, or a + +52 +00:03:28,850 --> 00:03:31,850 +company which might be classified as number two, + +53 +00:03:31,850 --> 00:03:36,210 +might say, "We would like to work with you." And in + +54 +00:03:36,210 --> 00:03:41,770 +this case, they are going to take, buy, or + +55 +00:03:41,770 --> 00:03:45,710 +purchase something from our own product and they + +56 +00:03:45,710 --> 00:03:49,070 +will begin selling it by themselves. But listen, + +57 +00:03:49,990 --> 00:03:52,950 +if they are winning, we are winning together. Or + +58 +00:03:52,950 --> 00:03:55,910 +if they lose, we are losing together. And this is + +59 +00:03:55,910 --> 00:03:59,950 +the meaning of what an integration contract is. So once + +60 +00:03:59,950 --> 00:04:03,190 +again, in this relationship, we are talking about + +61 +00:04:03,190 --> 00:04:06,230 +indirect relations, simply because the integrator + +62 +00:04:06,230 --> 00:04:08,910 +is considered to be the mediator which is selling + +63 +00:04:08,910 --> 00:04:12,450 +the product on behalf of us. This is important. + +64 +00:04:13,950 --> 00:04:16,450 +The third thing we are talking about is alliances. + +65 +00:04:17,910 --> 00:04:22,410 +And alliances, in Arabic, it means تحالفات. Where + +66 +00:04:22,410 --> 00:04:25,670 +we are talking about geography, we are talking + +67 +00:04:25,670 --> 00:04:28,810 +about areas, we are talking about various markets. + +68 +00:04:29,670 --> 00:04:34,050 +We might sign a memorandum of understanding according to + +69 +00:04:34,050 --> 00:04:37,090 +which, for example, our business company or our + +70 +00:04:37,090 --> 00:04:40,290 +sales company is going to help in selling an X + +71 +00:04:40,290 --> 00:04:43,890 +product for a second company. In exchange for + +72 +00:04:43,890 --> 00:04:47,590 +that, our company might ask for assistance from + +73 +00:04:47,590 --> 00:04:50,830 +this X company to help us in selling our own + +74 +00:04:50,830 --> 00:04:54,250 +product in its own area. So in this case, we are + +75 +00:04:54,250 --> 00:04:58,150 +talking about what? A kind of alliance. But here, + +76 +00:04:58,870 --> 00:05:02,210 +the winning and the losing is for your company only. + +77 +00:05:03,630 --> 00:05:07,210 +When we are talking about any partnership, we are + +78 +00:05:07,210 --> 00:05:09,750 +referring to a company which is assisting and + +79 +00:05:09,750 --> 00:05:14,500 +helping us, but they are not partnered with us + +80 +00:05:14,500 --> 00:05:17,280 +according to a strategic coordination or + +81 +00:05:17,280 --> 00:05:21,240 +assistantship; a favor in exchange for another + +82 +00:05:21,240 --> 00:05:25,480 +favor. This is very important. Therefore, we are + +83 +00:05:25,480 --> 00:05:30,060 +talking about what? An indirect relationship. So all + +84 +00:05:30,060 --> 00:05:33,300 +of these things we call them sales force options. The + +85 +00:05:33,300 --> 00:05:36,560 +word options is reminding us that our sales agency + +86 +00:05:36,560 --> 00:05:41,380 +is enjoying various alternatives. In other words, + +87 +00:05:42,600 --> 00:05:44,860 +whenever we are going to begin selling, we are + +88 +00:05:44,860 --> 00:05:48,840 +going to recruit a sales team member. But here, + +89 +00:05:49,300 --> 00:05:51,940 +when we are talking about indirect, we are talking + +90 +00:05:51,940 --> 00:05:56,700 +about alternatives. Nobody can force us to sign a + +91 +00:05:56,700 --> 00:05:59,720 +contract with agent distributors or retailers, and + +92 +00:05:59,720 --> 00:06:01,460 +nobody can force us to make an integrator + +93 +00:06:01,460 --> 00:06:04,180 +contract, and nobody can force us to make an + +94 +00:06:04,180 --> 00:06:06,980 +alliance contract. This is a decision which + +95 +00:06:06,980 --> 00:06:10,560 +belongs to our own company, where we are talking + +96 +00:06:10,560 --> 00:06:13,560 +about three alternatives. Can we pick any one of + +97 +00:06:13,560 --> 00:06:17,740 +them? Yes, we can. Sometimes we might decide to + +98 +00:06:17,740 --> 00:06:21,540 +ignore this part and we might depend on indirect + +99 +00:06:21,540 --> 00:06:25,180 +sales relationships. So we are talking about a kind + +100 +00:06:25,180 --> 00:06:27,320 +of choice, we are talking about a kind of + +101 +00:06:27,320 --> 00:06:31,340 +flexibility, exercising various options + +102 +00:06:31,340 --> 00:06:34,540 +where everything is related to our own decision, + +103 +00:06:35,040 --> 00:06:37,120 +where everything is related to our own interests. + +104 +00:06:38,200 --> 00:06:42,500 +Clear? Let's go to the second part. The second + +105 +00:06:42,500 --> 00:06:44,980 +part we are referring to is non-sales force options. + +106 +00:06:45,960 --> 00:06:48,800 +Here we are referring to something called non- + +107 +00:06:48,800 --> 00:06:54,200 +sales force options. The word non-, or the prefix + +108 +00:06:54,200 --> 00:06:56,940 +non-, it is reminding us of something very + +109 +00:06:56,940 --> 00:06:59,960 +essential. Now we are going to talk about + +110 +00:06:59,960 --> 00:07:04,640 +techniques which are compulsory. In other words, + +111 +00:07:04,800 --> 00:07:07,100 +they are essential steps, procedures, or + +112 +00:07:07,100 --> 00:07:10,720 +techniques. Can we work without them as a + +113 +00:07:10,720 --> 00:07:14,600 +sales agency? Or can we dispense with them? We + +114 +00:07:14,600 --> 00:07:18,780 +cannot. These techniques include, number one, + +115 +00:07:18,880 --> 00:07:22,020 +advertising, or advertising as you studied in your + +116 +00:07:22,020 --> 00:07:25,320 +marketing course. It's very important. We are + +117 +00:07:25,320 --> 00:07:27,500 +talking about promotion and we are talking about + +118 +00:07:27,500 --> 00:07:30,240 +direct mail. All of you understand + +119 +00:07:30,240 --> 00:07:32,920 +advertising and promotion, but sometimes direct + +120 +00:07:32,920 --> 00:07:38,240 +mail is ambiguous. Now listen, why is it + +121 +00:07:38,240 --> 00:07:41,120 +ambiguous? It is ambiguous simply because our + +122 +00:07:41,120 --> 00:07:45,200 +country, Palestine, is suffering from poor mail + +123 +00:07:45,200 --> 00:07:49,710 +services. Now, if you are living in America, for + +124 +00:07:49,710 --> 00:07:53,670 +example, nobody can survive or live without having + +125 +00:07:53,670 --> 00:07:55,090 +a mailbox. + +126 +00:07:58,130 --> 00:08:02,410 +Someone is going to say, "Why?" We are saying the + +127 +00:08:02,410 --> 00:08:09,570 +mailbox is like + +128 +00:08:09,570 --> 00:08:13,370 +the lungs that we breathe from. In other + +129 +00:08:13,370 --> 00:08:16,730 +words, all your transactions with the university, + +130 +00:08:17,680 --> 00:08:21,120 +with your work, with the electricity company, with the + +131 +00:08:21,120 --> 00:08:24,220 +internet company, with the water company—all the + +132 +00:08:24,220 --> 00:08:26,700 +receipts and the transactions are going to + +133 +00:08:26,700 --> 00:08:30,480 +be delivered to you through the mail, where everything + +134 +00:08:30,480 --> 00:08:35,070 +is documented and written. Even if you are going + +135 +00:08:35,070 --> 00:08:39,150 +to have, for example, a traffic fine or an accident and + +136 +00:08:39,150 --> 00:08:41,530 +there are going to be court procedures or + +137 +00:08:41,530 --> 00:08:44,150 +implications, all of these things will be sent to you + +138 +00:08:44,150 --> 00:08:49,710 +through the mail by the court. So imagine this + +139 +00:08:49,710 --> 00:08:53,210 +scenario: a bill was sent to your home and you + +140 +00:08:53,210 --> 00:08:56,550 +didn't check your mailbox. The next day they + +141 +00:08:56,550 --> 00:08:59,990 +are going to cut the service. Imagine, for example, + +142 +00:08:59,990 --> 00:09:03,010 +the court sent you a letter saying you must + +143 +00:09:03,010 --> 00:09:07,750 +come to court on the next day, dated so and so, + +144 +00:09:07,750 --> 00:09:11,210 +at that time, so and so, and you didn't pick up this + +145 +00:09:11,210 --> 00:09:13,910 +letter from your mailbox. What's going to happen? + +146 +00:09:15,010 --> 00:09:19,130 +So your life will be destroyed completely. Now, + +147 +00:09:19,130 --> 00:09:23,270 +when I went to America in 2000 to study + +148 +00:09:23,270 --> 00:09:27,310 +for a master's degree there, my American academic + +149 +00:09:27,310 --> 00:09:30,610 +advisor told me, "You should open your mailbox." + +150 +00:09:31,430 --> 00:09:35,130 +I opened my mailbox and I wasn't aware of this + +151 +00:09:35,130 --> 00:09:39,010 +culture. Therefore, I didn't check my mailbox for + +152 +00:09:39,010 --> 00:09:43,360 +about three weeks. Later on, after the end of the + +153 +00:09:43,360 --> 00:09:46,780 +three weeks, I realized the mailbox was important, so I + +154 +00:09:46,780 --> 00:09:49,660 +should go and check it. When I went to check it + +155 +00:09:49,660 --> 00:09:54,920 +up, I opened the mailbox, which was full of huge + +156 +00:09:54,920 --> 00:10:00,480 +amounts of correspondence. Eighty percent of them were + +157 +00:10:00,480 --> 00:10:03,480 +sales promotions, sales commercials, sales + +158 +00:10:03,480 --> 00:10:07,330 +advertisements. Therefore, many American + +159 +00:10:07,330 --> 00:10:11,050 +organizations—nowadays, by the way, this technique + +160 +00:10:11,050 --> 00:10:14,770 +is also applicable in Arab countries—the + +161 +00:10:14,770 --> 00:10:19,370 +company is going to send written commercials to + +162 +00:10:19,370 --> 00:10:23,850 +your mailbox, to your mailbox. So if you are + +163 +00:10:23,850 --> 00:10:26,170 +talking about one million or two million + +164 +00:10:26,170 --> 00:10:30,070 +households in this city, this means one million + +165 +00:10:30,070 --> 00:10:32,970 +pieces of mail will be delivered to this number of + +166 +00:10:32,970 --> 00:10:38,190 +households. By this way, they are accessing the + +167 +00:10:38,190 --> 00:10:40,570 +market; they are accessing their own customers. + +168 +00:10:41,390 --> 00:10:44,730 +Through what? Through mail. Someone is going to + +169 +00:10:44,730 --> 00:10:47,950 +say, "Are we talking about a kind of mutual benefit + +170 +00:10:47,950 --> 00:10:50,510 +between the sales company, on the one hand, and the + +171 +00:10:50,510 --> 00:10:54,330 +mail authorities, on the other hand?" Yes. Because + +172 +00:10:54,330 --> 00:10:58,110 +each mail transaction will have a fixed rate of + +173 +00:10:58,110 --> 00:11:01,970 +fees, and these fees will be paid by the sales + +174 +00:11:01,970 --> 00:11:05,410 +company to the government or the authorities of + +175 +00:11:05,410 --> 00:11:09,310 +the mail services. So each one is benefiting the + +176 +00:11:09,310 --> 00:11:13,650 +other. But is it a widely used technique + +177 +00:11:13,650 --> 00:11:17,030 +according to go-to-market strategy? The answer is + +178 +00:11:17,030 --> 00:11:22,830 +yes. The answer is yes. Okay. Let's go to the + +179 +00:11:22,830 --> 00:11:24,850 +second technique, which is called telemarketing. + +180 +00:11:26,310 --> 00:11:28,990 +Telemarketing is a technique through which + +181 +00:11:28,990 --> 00:11:31,250 +we are going to use our telephone to contact our + +182 +00:11:31,250 --> 00:11:35,510 +customers and talk with them verbally and directly + +183 +00:11:35,510 --> 00:11:41,450 +through using a telephone or a cell phone. So this + +184 +00:11:41,450 --> 00:11:44,170 +is considered to be the second technique. The last + +185 +00:11:44,170 --> 00:11:48,180 +one is called the internet. The internet, nowadays, is + +186 +00:11:48,180 --> 00:11:51,560 +very popular. If I'm going to ask you a very + +187 +00:11:51,560 --> 00:11:56,180 +quick question: Who has access to the internet at home? + +188 +00:11:56,180 --> 00:11:59,580 +Please raise your hand. Raise your hand. + +189 +00:12:00,300 --> 00:12:07,560 +Access to the internet. Who doesn't? Who doesn't? One? + +190 +00:12:08,590 --> 00:12:11,490 +So imagine we are talking about a few, a very + +191 +00:12:11,490 --> 00:12:14,150 +limited number, less than five, who don't have + +192 +00:12:14,150 --> 00:12:16,430 +access to the internet. But the majority of the + +193 +00:12:16,430 --> 00:12:20,250 +people do have access. This means the + +194 +00:12:20,250 --> 00:12:23,370 +majority of the customers can look at our own + +195 +00:12:23,370 --> 00:12:27,810 +sales offers. Through what? Through accessing + +196 +00:12:27,810 --> 00:12:33,190 +their favorite websites. Let's give an example. Now, if you + +197 +00:12:33,190 --> 00:12:35,210 +are going to look at the website, this website, + +198 +00:12:37,530 --> 00:12:42 + +223 +00:14:01,590 --> 00:14:05,130 +sales agencies. Yes, the services from these + +224 +00:14:05,130 --> 00:14:08,410 +accounts are free. But remember how they are + +225 +00:14:08,410 --> 00:14:11,890 +going to fund their own expenses? By dealing and + +226 +00:14:11,890 --> 00:14:15,110 +contracting with sales agencies who are attaching + +227 +00:14:15,110 --> 00:14:20,210 +advertisements on these pages. Clear? Any + +228 +00:14:20,210 --> 00:14:23,910 +questions? Any comments? Okay, now these things we + +229 +00:14:23,910 --> 00:14:27,630 +call them what? Non-sales promotion. But are these + +230 +00:14:27,630 --> 00:14:29,750 +techniques through which we can reach customers? + +231 +00:14:29,890 --> 00:14:33,680 +Of course. As you said, here we are talking about + +232 +00:14:33,680 --> 00:14:36,180 +non-sales force options, but here sales force + +233 +00:14:36,180 --> 00:14:38,840 +options. This is direct and these are indirect. + +234 +00:14:39,340 --> 00:14:41,460 +This is very important for the midterm + +235 +00:14:41,460 --> 00:14:46,160 +exam. How? Through multiple choice, through true/false, + +236 +00:14:46,260 --> 00:14:48,380 +and we can generate dozens of questions. + +237 +00:14:49,480 --> 00:14:54,600 +This is very important. Okay? Go to the second. + +238 +00:14:55,300 --> 00:15:00,180 +Listen here. This is also very important. Now, the + +239 +00:15:00,180 --> 00:15:03,840 +second phase in our class, we would like to + +240 +00:15:03,840 --> 00:15:07,300 +compare and contrast or evaluate the efficiency + +241 +00:15:07,300 --> 00:15:10,520 +and effectiveness of each technique which we can + +242 +00:15:10,520 --> 00:15:14,700 +use to implement a go-to-market strategy. Therefore, + +243 +00:15:14,920 --> 00:15:18,380 +if you are going to look here, this is referring + +244 +00:15:18,380 --> 00:15:23,560 +to something called low cost, low exposure. It + +245 +00:15:23,560 --> 00:15:26,200 +means efficiency, inexpensive, low customer + +246 +00:15:26,200 --> 00:15:31,700 +contact. If the strike is here, this means that + +247 +00:15:31,700 --> 00:15:35,220 +the low cost is very high. In other words, the + +248 +00:15:35,220 --> 00:15:39,320 +tool itself is very cheap. But if the strike is + +249 +00:15:39,320 --> 00:15:42,600 +here, this means that the low cost is very limited + +250 +00:15:42,600 --> 00:15:45,440 +because we are beginning from zero up to this + +251 +00:15:45,440 --> 00:15:50,420 +strike. So this means it is very expensive. Clear? + +252 +00:15:51,240 --> 00:15:56,070 +Let's go to this one. Effectiveness, it refers to + +253 +00:15:56,070 --> 00:15:58,710 +high sales, high exposure. So, which one is + +254 +00:15:58,710 --> 00:16:03,510 +better, here or here? This one. Because it refers + +255 +00:16:03,510 --> 00:16:05,650 +to selling more units. + +256 +00:16:06,710 --> 00:16:09,470 +Effectiveness, how did we define it last time? + +257 +00:16:10,910 --> 00:16:17,050 +With the goals. Exactly. Excellent. + +258 +00:16:18,730 --> 00:16:22,010 +Excellent. High sales. Well, high sales is a tool + +259 +00:16:22,010 --> 00:16:25,570 +for achieving high profit. But when we talked + +260 +00:16:25,570 --> 00:16:31,270 +about efficiency, what did we say? Exactly. And? + +261 +00:16:32,030 --> 00:16:36,370 +Excellent. So history repeats itself. The same + +262 +00:16:36,370 --> 00:16:38,910 +thing. We are talking about the same principles. + +263 +00:16:39,950 --> 00:16:45,150 +Clear? Yes. Let's compare. What is the difference? + +264 +00:16:46,030 --> 00:16:49,590 +Or how can we evaluate advertising as a technique? + +265 +00:16:51,300 --> 00:16:54,120 +within a go-to-market strategy along with the second + +266 +00:16:54,120 --> 00:16:56,880 +technique, which is called direct mail. Which one + +267 +00:16:56,880 --> 00:16:59,580 +is better? Or how can we evaluate the two + +268 +00:16:59,580 --> 00:17:01,580 +techniques according to the principles of + +269 +00:17:01,580 --> 00:17:09,820 +efficiency and effectiveness? In other + +270 +00:17:09,820 --> 00:17:14,000 +words, let's talk about or let's use the language + +271 +00:17:14,000 --> 00:17:14,400 +of money. + +272 +00:17:18,990 --> 00:17:24,230 +Exactly, but direct mail is achieving higher + +273 +00:17:24,230 --> 00:17:29,770 +sales than advertising. Excellent. Why? + +274 +00:17:31,970 --> 00:17:35,750 +Because advertising is not always a targeted message + +275 +00:17:35,750 --> 00:17:40,470 +for the customer. Good. Hanin? Targeted messaging, or + +276 +00:17:40,470 --> 00:17:42,810 +directed to specific persons, and that person will + +277 +00:17:42,810 --> 00:17:45,650 +respond. But advertising is + +278 +00:17:45,650 --> 00:17:48,350 +directed to the public, and the person may not + +279 +00:17:48,350 --> 00:17:50,950 +respond. Excellent. Excellent. Excellent. + +280 +00:17:51,850 --> 00:17:55,330 +Excellent. As Hanin said, + +281 +00:17:55,390 --> 00:17:57,650 +when we are talking about advertising, we are + +282 +00:17:57,650 --> 00:18:02,230 +targeting the public. This is one thing. Another + +283 +00:18:02,230 --> 00:18:05,510 +thing, imagine we would like to make 10,000 + +284 +00:18:05,510 --> 00:18:09,420 +copies of a photo as an advertisement + +285 +00:18:09,420 --> 00:18:12,900 +for the product. We are going to go to a + +286 +00:18:12,900 --> 00:18:16,120 +print shop or to any store and we are going to ask + +287 +00:18:16,120 --> 00:18:21,140 +them to make 10,000 copies. How much + +288 +00:18:21,140 --> 00:18:23,320 +do you think this is going to cost us? Not less + +289 +00:18:23,320 --> 00:18:26,680 +than 500 New Israeli Shekels. Because we are going + +290 +00:18:26,680 --> 00:18:29,900 +to pay per copy, per + +291 +00:18:29,900 --> 00:18:34,380 +sheet of paper. Is it expensive? It is. But is it + +292 +00:18:34,380 --> 00:18:39,830 +efficient? It has very limited effectiveness, or + +293 +00:18:39,830 --> 00:18:42,950 +a low level of effectiveness. Why? Various reasons. + +294 +00:18:43,610 --> 00:18:47,970 +Number one, the advertisement might be torn out + +295 +00:18:47,970 --> 00:18:52,330 +by people. The advertisement might be discarded. + +296 +00:18:54,970 --> 00:18:58,330 +The advertisement might be seen by a customer who + +297 +00:18:58,330 --> 00:19:03,270 +is illiterate. The advertisement might be seen by + +298 +00:19:03,270 --> 00:19:05,150 +a customer who is very busy and doesn’t have + +299 +00:19:05,150 --> 00:19:08,030 +time to read it. So all these are + +300 +00:19:08,030 --> 00:19:12,630 +probabilities, or chances of having + +301 +00:19:12,630 --> 00:19:18,450 +limited effectiveness. This is the logic. + +302 +00:19:20,030 --> 00:19:23,270 +Okay? On the other hand, when we are talking + +303 +00:19:23,270 --> 00:19:26,030 +about direct mail, as Hanin said, here we are + +304 +00:19:26,030 --> 00:19:31,340 +targeting the individual. So, do + +305 +00:19:31,340 --> 00:19:33,460 +you think there is a difference between targeting + +306 +00:19:33,460 --> 00:19:36,560 +the public and targeting an individual? + +307 +00:19:36,980 --> 00:19:40,700 +Of course. This means the impact is going to be + +308 +00:19:40,700 --> 00:19:44,820 +stronger with direct mail than with advertising. Because of this, + +309 +00:19:45,200 --> 00:19:47,260 +even though direct mail is going to be more + +310 +00:19:47,260 --> 00:19:51,000 +expensive, why? Because as we said before, each + +311 +00:19:51,000 --> 00:19:53,800 +mailing transaction must be paid for. + +312 +00:19:53,800 --> 00:19:58,710 +Specifically. For example, if a + +313 +00:19:58,710 --> 00:20:02,750 +company wants to send a letter from Gaza + +314 +00:20:02,750 --> 00:20:05,310 +to Rafah and contracts with a postal service, + +315 +00:20:05,310 --> 00:20:08,310 +how much do you think they + +316 +00:20:08,310 --> 00:20:10,970 +will charge per mailing transaction? + +317 +00:20:11,710 --> 00:20:16,910 +Approximately 30 or 50 New Israeli Shekels. This is + +318 +00:20:16,910 --> 00:20:20,530 +the rate. Is it an expensive rate? Yes, it’s an expensive + +319 +00:20:20,530 --> 00:20:23,150 +rate, especially if you are sending + +320 +00:20:23,150 --> 00:20:26,270 +thousands of mailings. It + +321 +00:20:26,270 --> 00:20:30,450 +will be more expensive. Okay? On the other + +322 +00:20:30,450 --> 00:20:32,610 +hand, are we talking about effectiveness? Yes. + +323 +00:20:33,330 --> 00:20:35,690 +Because here, customers are going + +324 +00:20:35,690 --> 00:20:39,130 +to review the marketing material more + +325 +00:20:39,130 --> 00:20:43,090 +seriously. Why? Because it's + +326 +00:20:43,090 --> 00:20:45,890 +personally addressed. Why? Because this commercial is + +327 +00:20:45,890 --> 00:20:50,590 +sent to their home, company, or organization. Can + +328 +00:20:50,590 --> 00:20:57,490 +it be lost? No. Was it sent by accident? No. + +329 +00:20:57,490 --> 00:21:01,750 +Everything is planned. Why? Because + +330 +00:21:01,750 --> 00:21:06,110 +it's a paid service. Any questions or comments + +331 +00:21:06,110 --> 00:21:11,530 +about this? Let's compare these two. These two are + +332 +00:21:11,530 --> 00:21:13,750 +internet advertising and telemarketing. Regarding cost, quickly, + +333 +00:21:13,750 --> 00:21:16,690 +which is more expensive? Telemarketing. Is + +334 +00:21:16,930 --> 00:21:20,990 +this true in our country? Yes. For example, + +335 +00:21:20,990 --> 00:21:24,310 +with cell phone companies, how do they charge us for + +336 +00:21:24,310 --> 00:21:25,690 +calls? + +337 +00:21:25,690 --> 00:21:30,610 +They charge us per second. + +338 +00:21:30,610 --> 00:21:33,590 +They charge us by the second. + +339 +00:21:33,590 --> 00:21:37,910 +Is it expensive? Very + +340 +00:21:37,910 --> 00:21:41,610 +expensive. Therefore, we say that + +341 +00:21:41,610 --> 00:21:44,010 +telemarketing is more expensive than internet advertising. + +342 +00:21:44,010 --> 00:21:47,410 +But which one is more effective? + +343 +00:21:48,270 --> 00:21:50,230 +Telemarketing, it’s more + +344 +00:21:52,730 --> 00:21:55,050 +effective. Someone might say, “Why?” Because + +345 +00:21:55,050 --> 00:21:58,370 +this and that. So which one generates more sales? + +346 +00:21:58,370 --> 00:22:02,790 +This one is bigger than this one. Clear? + +347 +00:22:02,790 --> 00:22:09,150 +Therefore, telemarketing is the most + +348 +00:22:09,150 --> 00:22:13,270 +expensive and the most effective, but are + +349 +00:22:13,270 --> 00:22:18,430 +there other techniques? Of course, the + +350 +00:22:18,430 --> 00:22:22,520 +most expensive and most effective is + +351 +00:22:22,520 --> 00:22:27,500 +direct sales, meaning we are + +352 +00:22:27,500 --> 00:22:33,160 +dealing directly with the customers face-to-face. + +353 +00:22:33,160 --> 00:22:34,760 +This is considered + +354 +00:22:34,760 --> 00:22:37,540 +the most expensive. Why? For various reasons. Simply, we are + +355 +00:22:37,540 --> 00:22:43,000 +hiring employees, salespeople. Second, + +356 +00:22:43,000 --> 00:22:47,360 +they will receive monthly salaries. Third, + +357 +00:22:47,360 --> 00:22:50,630 +they'll get insurance. Fourth, they + +358 +00:22:50,750 --> 00:22:53,450 +will receive training. Fifth, they will + +359 +00:22:53,450 --> 00:22:56,110 +receive bonuses, and so on. Because of this we are talking about + +360 +00:22:56,110 --> 00:22:58,990 +very high costs. But is it the most + +362 +00:23:02,650 --> 00:23:09,170 +effective? Yes. Why? Because the probability + +364 +00:23:14,030 --> 00:23:16,510 +of persuading a customer to buy the product by + +365 +00:23:16,510 --> 00:23:19,690 +speaking face to face is higher + +366 +00:23:19,690 --> 00:23:21,950 +than with other techniques. + +367 +00:23:23,410 --> 00:23:28,030 +This is very important. It's on + +368 +00:23:28,030 --> 00:23:32,230 +the exam. Any questions? Any comments? Is everything + +369 +00:23:32,230 --> 00:23:36,990 +clear? Now, let’s continue. Let’s talk about a + +370 +00:23:36,990 --> 00:23:39,430 +first definition for today’s class, something + +371 +00:23:39,430 --> 00:23:43,850 +called PDM. PDM means Product Development + +372 +00:23:43,850 --> 00:23:47,590 +Management. Someone might ask, “What do you + +373 +00:23:47,590 --> 00:23:51,430 +mean by Product Development Management?” Product + +374 +00:23:51,430 --> 00:23:54,350 +Development Management is the process of + +375 +00:23:54,350 --> 00:23:56,830 +developing, producing, and marketing new product + +376 +00:23:56,830 --> 00:24:02,940 +offerings. Let’s focus on the word “new.” Now, + +377 +00:24:03,420 --> 00:24:07,880 +does anyone know what happened three days ago with + +378 +00:24:07,880 --> 00:24:14,620 +Apple? What happened? Farah? + +379 +00:24:14,620 --> 00:24:19,640 +Yes, they started selling the new iPhone 5. Do you know a week ago I was + +380 +00:24:19,640 --> 00:24:23,460 +listening to the news? In one day, over two + +381 +00:24:23,460 --> 00:24:27,680 +million orders were placed for this version. In + +382 +00:24:27,680 --> 00:24:31,160 +one day. Is that believable? It’s + +383 +00:24:31,160 --> 00:24:35,270 +unbelievable. But who is responsible for this + +384 +00:24:35,270 --> 00:24:38,370 +new version, the iPhone 5? This + +385 +00:24:38,370 --> 00:24:41,730 +department, Product Development Management. This unit + +386 +00:24:41,730 --> 00:24:46,590 +and companies are responsible for creating + +387 +00:24:46,590 --> 00:24:49,790 +new products. One dollar, a new + +388 +00:24:49,790 --> 00:24:53,850 +product. Why are they interested in this? Because, as we said before, customer preferences + +390 +00:24:57,270 --> 00:25:00,490 +are constantly changing. They are + +391 +00:25:00,490 --> 00:25:04,160 +changeable. They aren’t permanent, they aren’t + +392 +00:25:04,160 --> 00:25:06,660 +fixed. Everything is changing in our lives. + +394 +00:25:10,100 --> 00:25:12,900 +This is one thing. Also, customers are always + +395 +00:25:12,900 --> 00:25:16,000 +looking for comfort and convenience. In other words, if + +396 +00:25:16,000 --> 00:25:20,640 +you get your son or daughter a bike, + +397 +00:25:20,640 --> 00:25:23,120 +they’ll say it’s fine. A week later, they'll want a + +398 +00:25:23,120 --> 00:25:26,640 +motorbike. After a month, they'll want a small car. Another month, a + +399 +00:25:30,420 --> 00:25:35,340 +Jeep, and so on. Therefore, customers + +402 +00:25:38,460 --> 00:25:42,280 +are always looking for better features. This is + +404 +00:25:44,680 --> 00:25:49,220 +human nature. Therefore, we need + +405 +00:25:49,220 --> 00:25:51,860 +PDM. In the midterm exam, I will use + +406 +00:25:51,860 --> 00:25:57,800 +abbreviations. You should understand them + +407 +00:25:57,800 --> 00:26:00,920 +clearly, quickly, and directly. This is + +408 +00:26:00,920 --> 00:26:04,240 +important. Continue. These are the subprocesses of + +410 +00:26:11,240 --> 00:26:15,620 +PDM. When we say subprocesses, we are + +411 +00:26:15,620 --> 00:26:19,840 +referring to minor steps we must take to + +412 +00:26:19,840 --> 00:26:24,820 +create PDM. It starts here and ends here. + +413 +00:26:25,320 --> 00:26:27,340 +I am not going to discuss them in detail, read them + +414 +00:26:27,340 --> 00:26:32,290 + yourselves. Remember, I will not ask questions + +415 +00:26:32,290 --> 00:26:34,850 +designed to test your memorization. + +416 +00:26:34,850 --> 00:26:37,230 +In other words, I won’t ask you to explain + +417 +00:26:37,230 --> 00:26:39,890 +the subprocesses of PDM in detail. + +418 +00:26:40,170 --> 00:26:43,450 +That’s unnecessary. I'm testing your + +419 +00:26:43,450 --> 00:26:47,170 +understanding and analytical skills. Clear? This is + +420 +00:26:52,050 --> 00:26:56,450 +important. Skip that. Now let’s go to the second + +422 +00:26:56,450 --> 00:26:59,290 +one. Let’s talk about the second term, which is + +423 +00:26:59,290 --> 00:27:04,410 +called SCM. SCM refers to Supply Chain + +424 +00:27:04,410 --> 00:27:07,410 +Management. With Supply Chain Management, it + +425 +00:27:07,410 --> 00:27:11,710 +means the integration and organization of what? Of two + +426 +00:27:11,710 --> 00:27:14,690 +things. Number one, information, + +427 +00:27:14,690 --> 00:27:20,000 +and number two, logistics, across the + +428 +00:27:20,000 --> 00:27:22,820 +firm. Why + +445 +00:28:26,770 --> 00:28:28,390 +Two things: the information and the logistics. + +446 +00:28:28,610 --> 00:28:32,210 +Number one, DHL company, it is + +447 +00:28:32,210 --> 00:28:36,290 +originally an American company. They have a big + +448 +00:28:36,290 --> 00:28:42,250 +fleet of, number one, cars, trucks, + +449 +00:28:45,140 --> 00:28:50,200 +and planes of all kinds, small, medium, or + +450 +00:28:50,200 --> 00:28:56,900 +huge planes. So the logistics are here, along with + +451 +00:28:57,040 --> 00:29:00,040 +of course, their own offices and staff members all + +452 +00:29:00,040 --> 00:29:03,380 +over the world. All these are apart from the + +453 +00:29:03,380 --> 00:29:09,080 +logistics. On the other hand, whenever you want to, + +454 +00:29:09,080 --> 00:29:10,980 +for example, imagine you are living in + +455 +00:29:10,980 --> 00:29:16,370 +America, and you would like to send a laptop to your + +456 +00:29:16,370 --> 00:29:19,730 +sister in Gaza or Palestine. How is the + +457 +00:29:19,730 --> 00:29:21,730 +transaction going to be conducted? Look at this. + +458 +00:29:21,730 --> 00:29:25,170 +You are going to go to the DHL office and + +459 +00:29:25,170 --> 00:29:27,450 +the staff member there will ask you to + +460 +00:29:27,450 --> 00:29:30,250 +provide them with your personal + +461 +00:29:30,250 --> 00:29:31,870 +information. + +462 +00:29:33,570 --> 00:29:35,790 +Like, what's your name, your telephone number, + +463 +00:29:35,910 --> 00:29:37,730 +your fax number, your email address, and so + +464 +00:29:37,730 --> 00:29:41,130 +on. At the same time, they will ask you for + +465 +00:29:41,130 --> 00:29:43,510 +the receiver's personal information. + +466 +00:29:44,580 --> 00:29:48,000 +of this gift. So here we are talking about information. + +467 +00:29:48,360 --> 00:29:52,800 +So the information is ready now. After that, they will + +468 +00:29:52,800 --> 00:29:56,440 +provide you with something called a tracking + +469 +00:29:56,440 --> 00:29:58,840 +number. + +470 +00:30:05,740 --> 00:30:09,340 +Exactly. They're going to provide you with something + +471 +00:30:09,340 --> 00:30:13,860 +called a tracking number for the shipment. This means + +472 +00:30:13,860 --> 00:30:16,580 +that after you finish the + +473 +00:30:16,580 --> 00:30:19,320 +transaction, you will go home, and you are + +474 +00:30:19,320 --> 00:30:24,320 +going to go to the DHL website and + +475 +00:30:24,320 --> 00:30:27,420 +log in using your personal + +476 +00:30:27,420 --> 00:30:30,200 +information and the tracking number of the + +477 +00:30:30,200 --> 00:30:34,120 +shipment. You will be able to see where the shipment is + +478 +00:30:34,120 --> 00:30:38,060 +going and how it is moving from one station to + +479 +00:30:38,060 --> 00:30:43,440 +another. So if you are sending something from America to + +480 +00:30:43,440 --> 00:30:47,360 +Palestine, this means the shipment must pass + +481 +00:30:47,360 --> 00:30:52,380 +through Europe. In Europe it might be delivered by + +482 +00:30:52,380 --> 00:30:57,120 +a facility in the Netherlands or Frankfurt, Germany. In this case, + +483 +00:30:57,120 --> 00:30:59,620 +after seven hours you will find online + +484 +00:30:59,620 --> 00:31:04,630 +that the shipment reached...After another seven hours, + +485 +00:31:04,630 --> 00:31:06,770 +you will find that it reached + +486 +00:31:06,770 --> 00:31:09,410 +Palestine. Or after a couple of hours, if you + +487 +00:31:09,410 --> 00:31:11,610 +contact your sister, she will tell + +488 +00:31:11,610 --> 00:31:15,650 +you, "I signed for it and received it." Everything + +489 +00:31:15,650 --> 00:31:20,530 +is online. It's unbelievable. But if it was + +490 +00:31:20,530 --> 00:31:23,650 +damaged, they will tell you it is damaged. If it + +491 +00:31:23,650 --> 00:31:26,330 +was stolen, they will tell you it was stolen. Of + +492 +00:31:26,330 --> 00:31:28,530 +course, they are ready to offer full compensation + +493 +00:31:29,420 --> 00:31:32,980 +for the damages. Any questions or comments + +494 +00:31:32,980 --> 00:31:38,220 +about this? Is it clear? Okay, so this is what we call + +495 +00:31:38,220 --> 00:31:41,600 +it SCM, + +496 +00:31:42,280 --> 00:31:46,560 +which is very important. Now, we are going to talk + +497 +00:31:46,560 --> 00:31:49,420 +about our project. Any questions before we + +498 +00:31:49,420 --> 00:31:52,600 +conclude? Okay, next time we are going to begin + +499 +00:31:52,600 --> 00:31:55,700 +talking about CRM. Any questions or comments? + +500 +00:31:56,300 --> 00:31:59,720 +Okay. Give me a minute. + +501 +00:32:48,160 --> 00:32:54,760 +Listen, this is the content of the Euro project. It is + +502 +00:32:54,760 --> 00:32:56,660 +going to include what? It will include + +503 +00:32:56,660 --> 00:32:57,020 +various + +504 +00:33:17,720 --> 00:33:21,820 +Now listen, what are you going to write in your + +505 +00:33:21,820 --> 00:33:25,380 +research paper? Write a paper about one of the + +506 +00:33:25,380 --> 00:33:28,920 +products of any type or category in the + +507 +00:33:28,920 --> 00:33:32,920 +Palestinian market. Then, do your best to + +508 +00:33:32,920 --> 00:33:37,000 +present the product based on these issues. Number + +509 +00:33:37,000 --> 00:33:40,560 +one, an introduction about the product, product + +510 +00:33:40,560 --> 00:33:45,660 +history. Number two, illustrate the features and + +511 +00:33:45,660 --> 00:33:48,700 +specifications of the product. Number three, + +512 +00:33:49,580 --> 00:33:52,540 +illustrate the benefits of the product. Number + +513 +00:33:52,540 --> 00:33:56,940 +four, talk about the product market. Number five, + +514 +00:33:57,460 --> 00:34:01,020 +specify the production strategy. The production + +515 +00:34:01,020 --> 00:34:05,360 +strategy implemented by the company, such as + +516 +00:34:05,360 --> 00:34:09,080 +cost leadership, differentiation, niche, which we + +517 +00:34:09,080 --> 00:34:14,140 +have talked about. Also, adopt a targeting strategy. Here + +518 +00:34:14,140 --> 00:34:16,260 +you have to be critical; you have to evaluate. + +519 +00:34:17,060 --> 00:34:19,080 +If you feel that the strategy implemented + +520 +00:34:19,080 --> 00:34:22,840 +by this company or sales company is not efficient + +521 +00:34:22,840 --> 00:34:27,840 +or effective, you can propose a new strategy to + +522 +00:34:27,840 --> 00:34:31,160 +improve or enhance the sales rate, + +523 +00:34:31,860 --> 00:34:35,260 +but with correct and logical + +524 +00:34:35,260 --> 00:34:40,890 +justifications. Is that clear? 7. Adopt a segmentation + +525 +00:34:40,890 --> 00:34:43,310 +strategy and discuss the segmentation basis you will use + +526 +00:34:43,310 --> 00:34:46,750 +to segment the market. 8. Illustrate + +527 +00:34:46,750 --> 00:34:49,670 +how you are going to position your product in the + +528 +00:34:49,670 --> 00:34:52,450 +customer's mind. Choose a go-to-market + +529 +00:34:52,450 --> 00:34:54,790 +alternative, which we have just discussed. + +530 +00:34:55,590 --> 00:34:58,330 +Because of this, when you ask me about the + +531 +00:34:58,330 --> 00:35:01,190 +research paper, what did I tell you? I told you, + +532 +00:35:01,390 --> 00:35:05,170 +be patient, because some of the techniques we are now + +533 +00:35:05,170 --> 00:35:08,370 +discussing, we are applying, therefore you will + +534 +00:35:08,370 --> 00:35:11,030 +know exactly what the framework of your + +535 +00:35:11,030 --> 00:35:16,770 +research will be. Okay. Now, number 10, state the + +536 +00:35:16,770 --> 00:35:20,450 +success factors of your product from the point of view that are + +537 +00:35:20,450 --> 00:35:23,090 +critical in convincing your + +538 +00:35:23,090 --> 00:35:25,610 +customers to buy your product, by answering these + +539 +00:35:25,610 --> 00:35:29,890 +questions: Is there a market opportunity? + +540 +00:35:29,890 --> 00:35:34,480 +Can we compete? Can we win? The word "we" here refers to the + +541 +00:35:34,480 --> 00:35:37,800 +company you are writing about. Is that clear? Okay, how are your sales + +542 +00:35:42,860 --> 00:35:46,820 +to be organized, etc., etc. You must be able to + +543 +00:35:46,820 --> 00:35:50,620 +answer all of these questions. Someone might say + +544 +00:35:50,620 --> 00:35:53,400 +the dimensions of the research are too + +545 +00:35:53,400 --> 00:35:58,540 +many. Pick or apply them where appropriate. + +547 +00:35:58,540 --> 00:36:02,540 +Are you following me? + +548 +00:36:02,900 --> 00:36:05,540 +So each company has its own features, + +549 +00:36:05,720 --> 00:36:09,280 +characteristics, and mentality. Try to write within + +550 +00:36:09,280 --> 00:36:14,500 +this flexible framework. Exactly, but our + +551 +00:36:14,500 --> 00:36:17,180 +condition is that everything must be based on + +552 +00:36:17,180 --> 00:36:23,780 +one word, one big rule: sales. This is + +553 +00:36:23,780 --> 00:36:29,010 +very important. Is that clear? So any dimension, any + +554 +00:36:29,010 --> 00:36:31,650 +factor, any of the sub-questions, you can write + +555 +00:36:31,650 --> 00:36:35,910 +about it, but it must be based on the mentality of + +556 +00:36:35,910 --> 00:36:42,830 +sales. Therefore, next class on Monday, God willing, + +557 +00:36:43,610 --> 00:36:47,610 +I want each group to nominate a + +558 +00:36:47,610 --> 00:36:52,490 +spokesperson who will tell us what their + +559 +00:36:52,490 --> 00:36:56,590 +organization is, what their product is, and + +560 +00:36:56,590 --> 00:37:01,130 +what the outline of their paper is. Three + +561 +00:37:01,130 --> 00:37:06,350 +things: organization, product, and a quick + +562 +00:37:06,350 --> 00:37:10,230 +outline, or what we call a preliminary outline. + +563 +00:37:12,790 --> 00:37:19,510 +Any questions or comments? Is that clear? Now listen + +564 +00:37:19,510 --> 00:37:23,930 +regarding the length of the paper. I am looking for a + +565 +00:37:23,930 --> 00:37:27,930 +paper that is no more than 20 pages and no less + +566 +00:37:27,930 --> 00:37:33,130 +than 15 pages. It must be referenced. This is a + +567 +00:37:33,130 --> 00:37:39,770 +requirement. It must be referenced. Please avoid + +568 +00:37:39,770 --> 00:37:44,620 +copying and pasting. If I detect any copying and pasting, directly or indirectly, your + +569 +00:37:44,620 --> 00:37:48,140 +evaluation will be very harsh. Your + +570 +00:37:48,140 --> 00:37:51,920 +evaluation will be very harsh. Is that clear? The + +572 +00:37:57,280 --> 00:38:06,000 +font is Times New Roman, size 12, for the + +573 +00:38:06,000 --> 00:38:08,480 +headings and subheadings; please make them bold, + +574 +00:38:08,480 --> 00:38:12,400 +and for the body text, use regular font, without + +575 +00:38:12,400 --> 00:38:17,360 +bolding. Any questions or comments? Any questions? + +576 +00:38:18,540 --> 00:38:25,260 +Any comments? Go on. Okay, listen. Go on, + +577 +00:38:25,300 --> 00:38:25,600 +go on. + +578 +00:38:29,140 --> 00:38:35,600 +I think I assigned you to a group last time. Okay, who + +579 +00:38:35,600 --> 00:38:37,360 +will be taking her place? + +580 +00:38:40,820 --> 00:38:44,360 +Do you have a group? Who are the members? + +581 +00:38:47,160 --> 00:38:50,700 +Okay, what's your name? Sajid, thank you very much for + +582 +00:38:50,700 --> 00:38:53,520 +accepting her into your + +583 +00:38:53,520 --> 00:38:58,300 +group. With Sajid, okay? Okay? Any questions or comments? + +584 +00:38:58,300 --> 00:39:00,680 +See you next time, thank you. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..d4544bd9cd136cc77270333c6f58305fb83ddb3e --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4854, "start": 22.1, "end": 48.54, "text": " Okay, good morning. Good morning. Today, inshallah, we are going to talk about some of the techniques through which we can implement go-to-market strategy. Some of these techniques, they are various. 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Some of them are direct, others are indirect. Let's see them together. So the word direct includes this one, direct sales force. When we are saying it is direct sales force, we are referring to the sales persons who are working in our own organization. In other words, rejected sales force. 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Therefore, if you are referring to our employees, can we say or can we talk about indirect relationship? No, we are talking about direct relationship which connects between our sales agency and our customers. 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But listen, if they are winning, we are winning together. Or if they lost, we are losing together. 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This is important. The third thing we are talking about alliances. 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Can we pick any one of them? Yes, we can. Sometimes we might decide to ignore this part and we must depend on indirect sales relationship. So we are talking about a kind of space, we are talking about a kind of manipulation, a kind of exercising various options where everything is related to our own decision, where everything is related to our own interest. 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The second part we are referring to non-sales force options. Here we are referring to something called non-sales force option. The word non or the prefix non, it is reminding us of something very essential. 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Through what? Through mail. Somebody is going to say, are we talking about a kind of mutual benefit between the sales company from one hand and the mail authorities from the other hand? Yes.", "tokens": [3146, 341, 636, 11, 436, 366, 26440, 264, 2142, 11, 436, 366, 26440, 641, 1065, 4581, 13, 8927, 437, 30, 8927, 10071, 13, 13463, 307, 516, 281, 584, 11, 366, 321, 1417, 466, 257, 733, 295, 16917, 5121, 1296, 264, 5763, 2237, 490, 472, 1011, 293, 264, 10071, 12076, 490, 264, 661, 1011, 30, 1079, 13], "avg_logprob": -0.19243420843492476, "compression_ratio": 1.5895953757225434, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 635.27, "end": 635.53, "word": " By", "probability": 0.779296875}, {"start": 635.53, "end": 635.79, "word": " this", "probability": 0.90771484375}, {"start": 635.79, "end": 636.15, "word": " way,", "probability": 0.9453125}, {"start": 636.63, "end": 636.67, "word": " they", "probability": 0.8564453125}, {"start": 636.67, "end": 636.87, "word": " are", "probability": 0.85791015625}, {"start": 636.87, "end": 637.25, "word": " accessing", "probability": 0.90771484375}, {"start": 637.25, "end": 638.19, "word": " the", "probability": 0.65771484375}, {"start": 638.19, "end": 638.51, "word": " market,", "probability": 0.81298828125}, {"start": 638.61, "end": 638.71, "word": " they", "probability": 0.7919921875}, {"start": 638.71, "end": 638.89, "word": " are", "probability": 0.9384765625}, {"start": 638.89, "end": 639.35, "word": " accessing", "probability": 0.92822265625}, {"start": 639.35, "end": 639.93, "word": " their", "probability": 0.94970703125}, {"start": 639.93, "end": 640.11, "word": " own", "probability": 0.876953125}, {"start": 640.11, "end": 640.57, "word": " customers.", "probability": 0.84814453125}, {"start": 641.39, "end": 641.65, "word": " Through", "probability": 0.78662109375}, {"start": 641.65, "end": 641.91, "word": " what?", "probability": 0.822265625}, {"start": 642.39, "end": 642.81, "word": " Through", "probability": 0.814453125}, {"start": 642.81, "end": 643.07, "word": " mail.", "probability": 0.8759765625}, {"start": 643.75, "end": 644.19, "word": " Somebody", "probability": 0.8359375}, {"start": 644.19, "end": 644.41, "word": " is", "probability": 0.74609375}, {"start": 644.41, "end": 644.57, "word": " going", "probability": 0.94580078125}, {"start": 644.57, "end": 644.73, "word": " to", "probability": 0.97119140625}, {"start": 644.73, "end": 644.95, "word": " say,", "probability": 0.92822265625}, {"start": 645.27, "end": 645.43, "word": " are", "probability": 0.26318359375}, {"start": 645.43, "end": 645.65, "word": " we", "probability": 0.7626953125}, {"start": 645.65, "end": 645.99, "word": " talking", "probability": 0.85888671875}, {"start": 645.99, "end": 646.37, "word": " about", "probability": 0.8984375}, {"start": 646.37, "end": 646.53, "word": " a", "probability": 0.9111328125}, {"start": 646.53, "end": 646.81, "word": " kind", "probability": 0.7099609375}, {"start": 646.81, "end": 646.99, "word": " of", "probability": 0.970703125}, {"start": 646.99, "end": 647.33, "word": " mutual", "probability": 0.75927734375}, {"start": 647.33, "end": 647.95, "word": " benefit", "probability": 0.7958984375}, {"start": 647.95, "end": 648.57, "word": " between", "probability": 0.85546875}, {"start": 648.57, "end": 648.79, "word": " the", "probability": 0.8486328125}, {"start": 648.79, "end": 648.97, "word": " sales", "probability": 0.90185546875}, {"start": 648.97, "end": 649.29, "word": " company", "probability": 0.9052734375}, {"start": 649.29, "end": 649.51, "word": " from", "probability": 0.75390625}, {"start": 649.51, "end": 649.71, "word": " one", "probability": 0.92041015625}, {"start": 649.71, "end": 649.97, "word": " hand", "probability": 0.89599609375}, {"start": 649.97, "end": 650.29, "word": " and", "probability": 0.837890625}, {"start": 650.29, "end": 650.51, "word": " the", "probability": 0.88720703125}, {"start": 650.51, "end": 650.73, "word": " mail", "probability": 0.96240234375}, {"start": 650.73, "end": 651.23, "word": " authorities", "probability": 0.623046875}, {"start": 651.23, "end": 651.49, "word": " from", "probability": 0.86572265625}, {"start": 651.49, "end": 651.61, "word": " the", "probability": 0.8505859375}, {"start": 651.61, "end": 651.77, "word": " other", "probability": 0.87841796875}, {"start": 651.77, "end": 652.01, "word": " hand?", "probability": 0.849609375}, {"start": 652.41, "end": 652.81, "word": " Yes.", "probability": 0.93359375}], "temperature": 1.0}, {"id": 26, "seek": 68101, "start": 653.89, "end": 681.01, "text": " Because each mail transaction it will have a fixed rate of fees. And these fees will be paid by the sales company to the government or the authorities of the mail services. So each one is benefiting the other. But is it a wide or a widely used technique according to go to market strategy? The answer is yes. The answer is yes. 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Telemarketing it means a technique through which we are going to use our telephone to contact our customers and talk with them verbally and directly through using a telephone or a cell phone. So this is considered to be the second technique. The last one is called internet.", "tokens": [961, 311, 352, 281, 264, 1150, 6532, 597, 307, 1219, 4304, 5638, 9880, 13, 14889, 5638, 9880, 309, 1355, 257, 6532, 807, 597, 321, 366, 516, 281, 764, 527, 19800, 281, 3385, 527, 4581, 293, 751, 365, 552, 48162, 293, 3838, 807, 1228, 257, 19800, 420, 257, 2815, 2593, 13, 407, 341, 307, 4888, 281, 312, 264, 1150, 6532, 13, 440, 1036, 472, 307, 1219, 4705, 13], "avg_logprob": -0.15958180870203412, "compression_ratio": 1.7474226804123711, "no_speech_prob": 0.0, "words": [{"start": 682.07, "end": 682.43, "word": " Let's", "probability": 0.6890869140625}, {"start": 682.43, "end": 682.57, "word": " go", "probability": 0.890625}, {"start": 682.57, "end": 682.71, "word": " to", "probability": 0.93798828125}, {"start": 682.71, "end": 682.83, "word": " the", "probability": 0.88623046875}, {"start": 682.83, "end": 683.05, "word": " second", "probability": 0.8720703125}, {"start": 683.05, "end": 683.53, "word": " technique", "probability": 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If I'm going to ask you a very quick question, who has access to internet at her home? Please raise your hand. Raise your hand. Access to internet. Who doesn't? Who doesn't? 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But the majority of the people, they are having access. This means the majority of the customers can look at our own sales offers. Through what? Through accessing favorite websites. Let's give example. 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But remember how they are going to fund their own expenses? By dealing and contracting with sales agencies who are attaching advertisements on these pages. Clear? Any questions? Any comments? Okay, now these things we call them what? Non-sales promotion. But are these techniques through which we can reach customers? 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This is direct and these are indirect. This is very important with being in the midterm exam. How? Through multiple choice, through false, and we can generate tens and tens of questions. This is very important. Okay? Go to the second. Listen here. 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Therefore, if you are going to look here, this is referring to something called low cost, bear exposure. 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In other words, the tool itself is very cheap. But if the strike is here, this means that the low cost is very limited because we are beginning from zero up to this strike. So this means it is very expensive. Clear? Let's go to this one.", "tokens": [759, 264, 9302, 307, 510, 11, 341, 1355, 300, 264, 2295, 2063, 307, 588, 1090, 13, 682, 661, 2283, 11, 264, 2290, 2564, 307, 588, 7084, 13, 583, 498, 264, 9302, 307, 510, 11, 341, 1355, 300, 264, 2295, 2063, 307, 588, 5567, 570, 321, 366, 2863, 490, 4018, 493, 281, 341, 9302, 13, 407, 341, 1355, 309, 307, 588, 5124, 13, 14993, 30, 961, 311, 352, 281, 341, 472, 13], "avg_logprob": -0.16905382461845875, "compression_ratio": 1.8313253012048192, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 929.02, "end": 929.32, "word": " If", "probability": 0.75439453125}, {"start": 929.32, "end": 929.52, "word": " the", "probability": 0.873046875}, {"start": 929.52, "end": 929.82, "word": " strike", "probability": 0.64111328125}, {"start": 929.82, "end": 930.04, "word": " is", "probability": 0.93212890625}, {"start": 930.04, "end": 930.36, "word": " here,", "probability": 0.3662109375}, {"start": 930.68, "end": 931.26, "word": " this", "probability": 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So, which one is better, here or here? This one. Because it refers that we are selling more units of sales. Effectiveness, how did we define it last time? With the goals here. Exactly. Excellent. Excellent. 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But when we talked about efficiency, what did we say? Exactly. And? Excellent. So history repeats itself. The same thing. We are talking about the same principles. Clear? Yes. Let's compare. What is the difference? 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Which one is better? Or how we can evaluate the two techniques according to the principles of efficiency and effectiveness? In other words, let's talk about or let's use the language of money.", "tokens": [1951, 352, 281, 2142, 5206, 2051, 365, 264, 1150, 6532, 597, 307, 1219, 2047, 10071, 13, 3013, 472, 307, 1101, 30, 1610, 577, 321, 393, 13059, 264, 732, 7512, 4650, 281, 264, 9156, 295, 10493, 293, 21208, 30, 682, 661, 2283, 11, 718, 311, 751, 466, 420, 718, 311, 764, 264, 2856, 295, 1460, 13], "avg_logprob": -0.1954520054693733, "compression_ratio": 1.4894736842105263, "no_speech_prob": 0.0, "words": [{"start": 1011.3, "end": 1011.78, "word": " within", "probability": 0.5263671875}, {"start": 1011.78, "end": 1012.26, "word": " go", "probability": 0.3564453125}, {"start": 1012.26, "end": 1012.36, "word": " to", "probability": 0.50439453125}, {"start": 1012.36, "end": 1012.6, "word": " market", "probability": 0.88427734375}, {"start": 1012.6, "end": 1013.08, "word": " strategy", "probability": 0.86181640625}, {"start": 1013.08, "end": 1013.6, "word": " along", "probability": 0.7431640625}, {"start": 1013.6, "end": 1013.78, "word": " with", "probability": 0.89599609375}, {"start": 1013.78, "end": 1013.9, "word": " the", "probability": 0.78125}, {"start": 1013.9, "end": 1014.12, "word": " second", "probability": 0.85009765625}, {"start": 1014.12, "end": 1014.46, "word": " technique", "probability": 0.919921875}, {"start": 1014.46, "end": 1014.62, "word": " which", "probability": 0.81005859375}, {"start": 1014.62, "end": 1014.72, "word": " is", "probability": 0.94970703125}, {"start": 1014.72, "end": 1015.1, "word": " called", "probability": 0.8505859375}, {"start": 1015.1, "end": 1015.72, "word": " direct", "probability": 0.80517578125}, {"start": 1015.72, "end": 1015.94, "word": " mail.", "probability": 0.95703125}, {"start": 1016.46, "end": 1016.66, "word": " Which", "probability": 0.81640625}, {"start": 1016.66, "end": 1016.88, "word": " one", "probability": 0.91162109375}, {"start": 1016.88, "end": 1017.02, "word": " is", "probability": 0.9482421875}, {"start": 1017.02, "end": 1017.28, "word": " better?", "probability": 0.90869140625}, {"start": 1018.18, "end": 1018.28, "word": " Or", "probability": 0.86669921875}, {"start": 1018.28, "end": 1018.44, "word": " how", "probability": 0.85400390625}, {"start": 1018.44, "end": 1018.62, "word": " we", "probability": 0.6611328125}, {"start": 1018.62, "end": 1018.78, "word": " can", "probability": 0.93408203125}, {"start": 1018.78, "end": 1019.18, "word": " evaluate", "probability": 0.9345703125}, {"start": 1019.18, "end": 1019.38, "word": " the", "probability": 0.861328125}, {"start": 1019.38, "end": 1019.58, "word": " two", "probability": 0.88818359375}, {"start": 1019.58, "end": 1020.02, "word": " techniques", "probability": 0.93310546875}, {"start": 1020.02, "end": 1020.46, "word": " according", "probability": 0.91748046875}, {"start": 1020.46, "end": 1020.62, "word": " to", "probability": 0.96923828125}, {"start": 1020.62, "end": 1020.74, "word": " the", "probability": 0.89697265625}, {"start": 1020.74, "end": 1021.1, "word": " principles", "probability": 0.8154296875}, {"start": 1021.1, "end": 1021.58, "word": " of", "probability": 0.94873046875}, {"start": 1021.58, "end": 1022.36, "word": " efficiency", "probability": 0.794921875}, {"start": 1022.36, "end": 1023.06, "word": " and", "probability": 0.92626953125}, {"start": 1023.06, "end": 1023.68, "word": " effectiveness?", "probability": 0.9208984375}, {"start": 1025.66, "end": 1026.14, "word": " In", "probability": 0.69873046875}, {"start": 1026.14, "end": 1029.82, "word": " other", "probability": 0.8720703125}, {"start": 1029.82, "end": 1031.2, "word": " words,", "probability": 0.873046875}, {"start": 1031.88, "end": 1032.08, "word": " let's", "probability": 0.89501953125}, {"start": 1032.08, "end": 1032.26, "word": " talk", "probability": 0.64404296875}, {"start": 1032.26, "end": 1032.68, "word": " about", "probability": 0.89892578125}, {"start": 1032.68, "end": 1033.2, "word": " or", "probability": 0.77490234375}, {"start": 1033.2, "end": 1033.48, "word": " let's", "probability": 0.924072265625}, {"start": 1033.48, "end": 1033.64, "word": " use", "probability": 0.88720703125}, {"start": 1033.64, "end": 1033.78, "word": " the", "probability": 0.9150390625}, {"start": 1033.78, "end": 1034.0, "word": " language", "probability": 0.87060546875}, {"start": 1034.0, "end": 1034.16, "word": " of", "probability": 0.9599609375}, {"start": 1034.16, "end": 1034.4, "word": " money.", "probability": 0.935546875}], "temperature": 1.0}, {"id": 41, "seek": 105667, "start": 1038.99, "end": 1056.67, "text": " Exactly, but the direct mail is achieving higher sales more than the advertising. Excellent. Why? Because advertising is not always a rich message for the customer.", "tokens": [7587, 11, 457, 264, 2047, 10071, 307, 19626, 2946, 5763, 544, 813, 264, 13097, 13, 16723, 13, 1545, 30, 1436, 13097, 307, 406, 1009, 257, 4593, 3636, 337, 264, 5474, 13], "avg_logprob": -0.29711913876235485, "compression_ratio": 1.3095238095238095, "no_speech_prob": 0.0, "words": [{"start": 1038.99, "end": 1039.51, "word": " Exactly,", "probability": 0.391845703125}, {"start": 1039.81, "end": 1040.05, "word": " but", "probability": 0.87890625}, {"start": 1040.05, "end": 1040.23, "word": " the", "probability": 0.8291015625}, {"start": 1040.23, "end": 1040.55, "word": " direct", "probability": 0.91162109375}, {"start": 1040.55, "end": 1040.85, "word": " mail", "probability": 0.9638671875}, {"start": 1040.85, "end": 1043.15, "word": " is", "probability": 0.3564453125}, {"start": 1043.15, "end": 1043.71, "word": " achieving", "probability": 0.87646484375}, {"start": 1043.71, "end": 1044.23, "word": " higher", "probability": 0.6123046875}, {"start": 1044.23, "end": 1044.93, "word": " sales", "probability": 0.93017578125}, {"start": 1044.93, "end": 1045.55, "word": " more", "probability": 0.441162109375}, {"start": 1045.55, "end": 1046.73, "word": " than", "probability": 0.94970703125}, {"start": 1046.73, "end": 1047.13, "word": " the", "probability": 0.6953125}, {"start": 1047.13, "end": 1047.57, "word": " advertising.", "probability": 0.93505859375}, {"start": 1048.43, "end": 1048.85, "word": " Excellent.", "probability": 0.806640625}, {"start": 1049.51, "end": 1049.77, "word": " Why?", "probability": 0.8779296875}, {"start": 1051.97, "end": 1052.67, "word": " Because", "probability": 0.8369140625}, {"start": 1052.67, "end": 1053.19, "word": " advertising", "probability": 0.85986328125}, {"start": 1053.19, "end": 1053.37, "word": " is", "probability": 0.70654296875}, {"start": 1053.37, "end": 1053.49, "word": " not", "probability": 0.93896484375}, {"start": 1053.49, "end": 1054.03, "word": " always", "probability": 0.85107421875}, {"start": 1054.03, "end": 1054.33, "word": " a", "probability": 0.685546875}, {"start": 1054.33, "end": 1054.73, "word": " rich", "probability": 0.46044921875}, {"start": 1054.73, "end": 1055.75, "word": " message", "probability": 0.95458984375}, {"start": 1055.75, "end": 1056.13, "word": " for", "probability": 0.86376953125}, {"start": 1056.13, "end": 1056.39, "word": " the", "probability": 0.86962890625}, {"start": 1056.39, "end": 1056.67, "word": " customer.", "probability": 0.70263671875}], "temperature": 1.0}, {"id": 42, "seek": 108599, "start": 1057.91, "end": 1085.99, "text": " Good. Hanin? Dark marriage or directed for specific persons and that person will respond by and anyway, but the advertising is directed for the public and the person may not respond to that. Excellent. Excellent. Excellent. Excellent. When we are talking, as Hanin said, when we are talking about advertising, we are targeting the public. This is one thing. 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We are going to go to a library or to any store and we are going to ask them please make 1000 or 10,000 copies. How much do you think this is going to cost us? Not less than 500 New Israeli Shekel. Because we are going to deal according to each copy, according to each paper. Is it expensive? It isn't. 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Why? Various reasons. Number one, this advertisement might be torn out by people. This advertisement might be detached. This advertisement might be met by a customer who is illiterate. This advertisement might be met by a customer who is very busy and he doesn't have enough time to read.", "tokens": [467, 575, 257, 588, 5567, 21208, 420, 257, 1496, 295, 21208, 13, 1545, 30, 14662, 851, 4112, 13, 5118, 472, 11, 341, 31370, 1062, 312, 10885, 484, 538, 561, 13, 639, 31370, 1062, 312, 42050, 13, 639, 31370, 1062, 312, 1131, 538, 257, 5474, 567, 307, 3171, 1681, 473, 13, 639, 31370, 1062, 312, 1131, 538, 257, 5474, 567, 307, 588, 5856, 293, 415, 1177, 380, 362, 1547, 565, 281, 1401, 13], "avg_logprob": -0.18867722276138932, "compression_ratio": 1.9558011049723756, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1116.53, "end": 1116.79, "word": " It", "probability": 0.446044921875}, {"start": 1116.79, "end": 1117.17, "word": " has", "probability": 0.93408203125}, {"start": 1117.17, "end": 1117.39, "word": " a", "probability": 0.9326171875}, {"start": 1117.39, "end": 1117.57, "word": " very", "probability": 0.830078125}, {"start": 1117.57, "end": 1118.03, 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This is the logic. Okay? 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Of course. This means concentration is going to be stronger here than advertising. Because of this, even though the direct mail is going to be more expensive, why? Because as we said before, each mail transaction must be paid according to specificities. Therefore, for example,", "tokens": [407, 11, 360, 291, 519, 456, 307, 257, 2649, 1296, 17918, 439, 264, 561, 382, 1908, 293, 17918, 291, 382, 291, 30, 2720, 1164, 13, 639, 1355, 9856, 307, 516, 281, 312, 7249, 510, 813, 13097, 13, 1436, 295, 341, 11, 754, 1673, 264, 2047, 10071, 307, 516, 281, 312, 544, 5124, 11, 983, 30, 1436, 382, 321, 848, 949, 11, 1184, 10071, 14425, 1633, 312, 4835, 4650, 281, 2685, 1088, 13, 7504, 11, 337, 1365, 11], "avg_logprob": -0.1497395844795765, "compression_ratio": 1.6218487394957983, "no_speech_prob": 0.0, "words": [{"start": 1170.18, "end": 1170.62, "word": " So,", "probability": 0.84423828125}, {"start": 1171.06, "end": 1171.34, "word": " do", "probability": 0.8662109375}, {"start": 1171.34, "end": 1171.42, "word": " you", "probability": 0.9638671875}, {"start": 1171.42, "end": 1171.62, "word": " think", "probability": 0.9140625}, {"start": 1171.62, "end": 1171.78, "word": " there", "probability": 0.86865234375}, {"start": 1171.78, "end": 1171.88, 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Approximately 30 new Israeli shekel or 50. This is the rate. Is it expensive rate? It's expensive rate when especially if you are going to send thousands and thousands of mail transactions. It is going to be more expensive.", "tokens": [759, 257, 2237, 576, 411, 281, 2845, 10071, 5063, 490, 37800, 281, 29611, 545, 293, 321, 366, 516, 281, 1465, 257, 4364, 365, 1587, 335, 1167, 3398, 510, 11, 360, 291, 519, 577, 709, 436, 366, 516, 281, 4602, 505, 337, 1184, 10071, 14425, 30, 29551, 3081, 1592, 2217, 777, 19974, 750, 7124, 420, 2625, 13, 639, 307, 264, 3314, 13, 1119, 309, 5124, 3314, 30, 467, 311, 5124, 3314, 562, 2318, 498, 291, 366, 516, 281, 2845, 5383, 293, 5383, 295, 10071, 16856, 13, 467, 307, 516, 281, 312, 544, 5124, 13], "avg_logprob": -0.20877660303673845, "compression_ratio": 1.697211155378486, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1198.29, "end": 1198.57, "word": " If", "probability": 0.765625}, {"start": 1198.57, "end": 1198.71, "word": " a", "probability": 0.9794921875}, {"start": 1198.71, "end": 1198.95, "word": " company", "probability": 0.91064453125}, {"start": 1198.95, "end": 1199.13, "word": " would", "probability": 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On the other hand, are we talking about effectiveness? Yes. Because here, people or customers, they are going to look and review at this commercial in a more serious way. Why? Because this commercial is addressed to you. Why? Because this commercial is sent to your home or company or organization. Can it be lost? It cannot. Was it sent by accident?", "tokens": [1033, 30, 1282, 264, 661, 1011, 11, 366, 321, 1417, 466, 21208, 30, 1079, 13, 1436, 510, 11, 561, 420, 4581, 11, 436, 366, 516, 281, 574, 293, 3131, 412, 341, 6841, 294, 257, 544, 3156, 636, 13, 1545, 30, 1436, 341, 6841, 307, 13847, 281, 291, 13, 1545, 30, 1436, 341, 6841, 307, 2279, 281, 428, 1280, 420, 2237, 420, 4475, 13, 1664, 309, 312, 2731, 30, 467, 2644, 13, 3027, 309, 2279, 538, 6398, 30], "avg_logprob": -0.18229166934123406, "compression_ratio": 1.6682242990654206, "no_speech_prob": 0.0, "words": [{"start": 1228.3700000000001, "end": 1228.93, "word": " Okay?", "probability": 0.227783203125}, {"start": 1229.81, "end": 1230.09, "word": " On", "probability": 0.67236328125}, {"start": 1230.09, "end": 1230.21, "word": " the", "probability": 0.92529296875}, {"start": 1230.21, "end": 1230.45, "word": " other", "probability": 0.8818359375}, {"start": 1230.45, "end": 1230.83, "word": " hand,", "probability": 0.9150390625}, {"start": 1231.01, 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Everything is planned. Why? Because this service is paid. Any question and comments about this? Let's compare these two. These two, we are talking about internet and also we are talking about telemarketing. Regarding the money, quickly, which one is more expensive? Telemarketing. Is this true in our country? 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Yes. Why? Because the probability of convincing the customer to buy the product by dealing with him or her face to face is greater than the probabilities by the various techniques. This is very important. Very important. It is in the exam. Any question? Any comments? 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Let's talk about a first definition for today's class, something called PDM. PDM means Product Development Management. Somebody is going to say, what do you mean by Product Development Management? Product Development Management means a process of developing, producing and marketing new product offerings. 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Go on. These are the sub processes of the BDM. When we are saying sub processes, we are referring to minor processes which we must do to create BDM. It begins by this and it ends by this. I am not going to talk about them, read them at all.", "tokens": [639, 307, 1021, 13, 1037, 322, 13, 1981, 366, 264, 1422, 7555, 295, 264, 363, 35, 44, 13, 1133, 321, 366, 1566, 1422, 7555, 11, 321, 366, 13761, 281, 6696, 7555, 597, 321, 1633, 360, 281, 1884, 363, 35, 44, 13, 467, 7338, 538, 341, 293, 309, 5314, 538, 341, 13, 286, 669, 406, 516, 281, 751, 466, 552, 11, 1401, 552, 412, 439, 13], "avg_logprob": -0.16619318475325903, "compression_ratio": 1.5662650602409638, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1563.82, "end": 1564.1, "word": " This", "probability": 0.65869140625}, {"start": 1564.1, "end": 1564.24, "word": " is", "probability": 0.94091796875}, {"start": 1564.24, "end": 1564.7, "word": " important.", "probability": 0.86376953125}, {"start": 1565.2, "end": 1565.36, "word": " Go", "probability": 0.73486328125}, {"start": 1565.36, "end": 1565.62, "word": " on.", "probability": 0.9423828125}, {"start": 1567.1, "end": 1567.64, "word": " These", 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In other words, I'm not going to tell you explain in a very detailed way the sub processes of the BDM. This is nonsense. I'm not going to check your memory. I am going to check your understanding and your analytical abilities. Clear? This is important. 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Let's talk about the second term which is called SCM. The SCM refers to Supply Chain Management. With this Supply Chain Management it means integration and organization of what? Of two things which are important. Number one information and number two logistic activities.", "tokens": [823, 718, 311, 352, 281, 264, 1150, 472, 13, 961, 311, 751, 466, 264, 1150, 1433, 597, 307, 1219, 9028, 44, 13, 440, 9028, 44, 14942, 281, 9391, 356, 33252, 14781, 13, 2022, 341, 9391, 356, 33252, 14781, 309, 1355, 10980, 293, 4475, 295, 437, 30, 2720, 732, 721, 597, 366, 1021, 13, 5118, 472, 1589, 293, 1230, 732, 3565, 3142, 5354, 13], "avg_logprob": -0.21069336240179837, "compression_ratio": 1.558974358974359, "no_speech_prob": 0.0, "words": [{"start": 1615.29, "end": 1615.59, "word": " Now", "probability": 0.80029296875}, {"start": 1615.59, "end": 1615.81, "word": " let's", "probability": 0.81884765625}, {"start": 1615.81, "end": 1615.95, "word": " go", "probability": 0.85107421875}, {"start": 1615.95, "end": 1616.07, "word": " to", "probability": 0.9423828125}, {"start": 1616.07, "end": 1616.21, "word": " the", "probability": 0.9169921875}, {"start": 1616.21, "end": 1616.45, "word": " second", "probability": 0.89208984375}, {"start": 1616.45, "end": 1616.71, "word": " one.", "probability": 0.833984375}, {"start": 1616.81, "end": 1616.99, "word": " Let's", "probability": 0.965087890625}, {"start": 1616.99, "end": 1617.19, "word": " talk", "probability": 0.8818359375}, {"start": 1617.19, "end": 1617.43, "word": " about", "probability": 0.90185546875}, {"start": 1617.43, "end": 1617.59, "word": " the", "probability": 0.91064453125}, {"start": 1617.59, "end": 1618.09, "word": " second", "probability": 0.86376953125}, {"start": 1618.09, "end": 1618.69, "word": " term", "probability": 0.90087890625}, {"start": 1618.69, "end": 1619.17, "word": " which", "probability": 0.5908203125}, {"start": 1619.17, "end": 1619.29, "word": " is", "probability": 0.9521484375}, {"start": 1619.29, "end": 1619.59, "word": " called", "probability": 0.927734375}, {"start": 1619.59, "end": 1620.27, "word": " SCM.", "probability": 0.883544921875}, {"start": 1621.79, "end": 1621.89, "word": " The", "probability": 0.34326171875}, {"start": 1621.89, "end": 1622.49, "word": " SCM", "probability": 0.947998046875}, {"start": 1622.49, "end": 1623.13, "word": " refers", "probability": 0.384765625}, {"start": 1623.13, "end": 1623.89, "word": " to", "probability": 0.97119140625}, {"start": 1623.89, "end": 1624.21, "word": " Supply", "probability": 0.633544921875}, {"start": 1624.21, "end": 1624.41, "word": " Chain", "probability": 0.96533203125}, {"start": 1624.41, "end": 1624.85, "word": " Management.", "probability": 0.9326171875}, {"start": 1625.93, "end": 1626.05, "word": " With", "probability": 0.496826171875}, {"start": 1626.05, "end": 1626.23, "word": " this", "probability": 0.8310546875}, {"start": 1626.23, "end": 1626.55, "word": " Supply", "probability": 0.7264404296875}, {"start": 1626.55, "end": 1626.77, "word": " Chain", "probability": 0.97607421875}, {"start": 1626.77, "end": 1627.15, "word": " Management", "probability": 0.9404296875}, {"start": 1627.15, "end": 1627.41, "word": " it", "probability": 0.56640625}, {"start": 1627.41, "end": 1627.81, "word": " means", "probability": 0.91796875}, {"start": 1627.81, "end": 1629.51, "word": " integration", "probability": 0.91162109375}, {"start": 1629.51, "end": 1630.09, "word": " and", "probability": 0.9296875}, {"start": 1630.09, "end": 1630.73, "word": " organization", "probability": 0.765625}, {"start": 1630.73, "end": 1631.07, "word": " of", "probability": 0.68115234375}, {"start": 1631.07, "end": 1631.35, "word": " what?", "probability": 0.5908203125}, {"start": 1631.45, "end": 1631.55, "word": " Of", "probability": 0.87744140625}, {"start": 1631.55, "end": 1631.71, "word": " two", "probability": 0.91064453125}, {"start": 1631.71, "end": 1632.07, "word": " things", "probability": 0.85693359375}, {"start": 1632.07, "end": 1632.31, "word": " which", "probability": 0.890625}, {"start": 1632.31, "end": 1632.47, "word": " are", "probability": 0.94091796875}, {"start": 1632.47, "end": 1632.95, "word": " important.", "probability": 0.875}, {"start": 1633.59, "end": 1633.83, "word": " Number", "probability": 0.77783203125}, {"start": 1633.83, "end": 1634.13, "word": " one", "probability": 0.7890625}, {"start": 1634.13, "end": 1634.69, "word": " information", "probability": 0.489013671875}, {"start": 1634.69, "end": 1635.77, "word": " and", "probability": 0.68310546875}, {"start": 1635.77, "end": 1636.03, "word": " number", "probability": 0.92822265625}, {"start": 1636.03, "end": 1636.39, "word": " two", "probability": 0.92578125}, {"start": 1636.39, "end": 1637.03, "word": " logistic", "probability": 0.85498046875}, {"start": 1637.03, "end": 1637.59, "word": " activities.", "probability": 0.958984375}], "temperature": 1.0}, {"id": 63, "seek": 166850, "start": 1639.4, "end": 1668.5, "text": " across the firm. Why we have to make integration and organization for information and for logistics in a supply chain for the purpose of creating and delivering goods and services that provide value to people or customers? This is the meaning of what? Supply Chain Management. Let's give example here. I want you to look. I'm going to write three letters and you must tell me what is this.", "tokens": [2108, 264, 6174, 13, 1545, 321, 362, 281, 652, 10980, 293, 4475, 337, 1589, 293, 337, 27420, 294, 257, 5847, 5021, 337, 264, 4334, 295, 4084, 293, 14666, 10179, 293, 3328, 300, 2893, 2158, 281, 561, 420, 4581, 30, 639, 307, 264, 3620, 295, 437, 30, 9391, 356, 33252, 14781, 13, 961, 311, 976, 1365, 510, 13, 286, 528, 291, 281, 574, 13, 286, 478, 516, 281, 2464, 1045, 7825, 293, 291, 1633, 980, 385, 437, 307, 341, 13], "avg_logprob": -0.1958984335884452, "compression_ratio": 1.5853658536585367, "no_speech_prob": 0.0, "words": [{"start": 1639.4, "end": 1639.78, "word": " across", "probability": 0.54443359375}, {"start": 1639.78, "end": 1640.0, "word": " the", "probability": 0.8408203125}, {"start": 1640.0, "end": 1640.28, "word": " firm.", "probability": 0.86767578125}, {"start": 1641.0, "end": 1641.24, "word": " Why", "probability": 0.462158203125}, {"start": 1641.24, "end": 1641.54, "word": " we", 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Yes, it is service delivery. So if you would like to send a good or item or product or a letter to somebody or to another company, they are ready to deliver it to you in the shortest time.", "tokens": [708, 360, 291, 1223, 538, 552, 30, 1079, 11, 309, 307, 2643, 8982, 13, 407, 498, 291, 576, 411, 281, 2845, 257, 665, 420, 3174, 420, 1674, 420, 257, 5063, 281, 2618, 420, 281, 1071, 2237, 11, 436, 366, 1919, 281, 4239, 309, 281, 291, 294, 264, 31875, 565, 13], "avg_logprob": -0.1431525776199266, "compression_ratio": 1.4350649350649352, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1672.88, "end": 1673.1, "word": " What", "probability": 0.720703125}, {"start": 1673.1, "end": 1673.22, "word": " do", "probability": 0.8837890625}, {"start": 1673.22, "end": 1673.26, "word": " you", "probability": 0.96435546875}, {"start": 1673.26, "end": 1673.76, "word": " understand", "probability": 0.8056640625}, {"start": 1673.76, "end": 1674.24, "word": " by", "probability": 0.80419921875}, {"start": 1674.24, "end": 1674.44, "word": " them?", "probability": 0.7294921875}, {"start": 1678.32, "end": 1678.84, "word": " Yes,", "probability": 0.7080078125}, {"start": 1679.1, "end": 1679.2, "word": " it", "probability": 0.91748046875}, {"start": 1679.2, "end": 1679.54, "word": " is", "probability": 0.908203125}, {"start": 1679.54, "end": 1679.98, "word": " service", "probability": 0.85009765625}, {"start": 1679.98, "end": 1680.42, "word": " delivery.", "probability": 0.92333984375}, {"start": 1681.34, "end": 1681.54, "word": " So", "probability": 0.88330078125}, {"start": 1681.54, "end": 1681.64, "word": " if", "probability": 0.69482421875}, {"start": 1681.64, "end": 1681.72, "word": " you", "probability": 0.96435546875}, {"start": 1681.72, "end": 1681.86, "word": " would", "probability": 0.81689453125}, {"start": 1681.86, "end": 1682.02, "word": " like", "probability": 0.93994140625}, {"start": 1682.02, "end": 1682.2, "word": " to", "probability": 0.96826171875}, {"start": 1682.2, "end": 1682.52, "word": " send", "probability": 0.86962890625}, {"start": 1682.52, "end": 1682.92, "word": " a", "probability": 0.89013671875}, {"start": 1682.92, "end": 1683.22, "word": " good", "probability": 0.7978515625}, {"start": 1683.22, "end": 1683.42, "word": " or", "probability": 0.578125}, {"start": 1683.42, "end": 1683.78, "word": " item", "probability": 0.841796875}, {"start": 1683.78, "end": 1683.98, "word": " or", "probability": 0.87939453125}, {"start": 1683.98, "end": 1684.44, "word": " product", "probability": 0.66162109375}, {"start": 1684.44, "end": 1684.9, "word": " or", "probability": 0.8515625}, {"start": 1684.9, "end": 1685.06, "word": " a", "probability": 0.83935546875}, {"start": 1685.06, "end": 1685.2, "word": " letter", "probability": 0.94287109375}, {"start": 1685.2, "end": 1685.44, "word": " to", "probability": 0.962890625}, {"start": 1685.44, "end": 1685.88, "word": " somebody", "probability": 0.83935546875}, {"start": 1685.88, "end": 1686.1, "word": " or", "probability": 0.927734375}, {"start": 1686.1, "end": 1686.24, "word": " to", "probability": 0.87646484375}, {"start": 1686.24, "end": 1686.48, "word": " another", "probability": 0.92626953125}, {"start": 1686.48, "end": 1686.94, "word": " company,", "probability": 0.92236328125}, {"start": 1687.34, "end": 1687.44, "word": " they", "probability": 0.89306640625}, {"start": 1687.44, "end": 1687.6, "word": " are", "probability": 0.9248046875}, {"start": 1687.6, "end": 1687.82, "word": " ready", "probability": 0.88525390625}, {"start": 1687.82, "end": 1688.08, "word": " to", "probability": 0.9697265625}, {"start": 1688.08, "end": 1688.48, "word": " deliver", "probability": 0.93798828125}, {"start": 1688.48, "end": 1688.9, "word": " it", "probability": 0.9462890625}, {"start": 1688.9, "end": 1689.3, "word": " to", "probability": 0.9658203125}, {"start": 1689.3, "end": 1689.6, "word": " you", "probability": 0.96533203125}, {"start": 1689.6, "end": 1690.56, "word": " in", "probability": 0.85498046875}, {"start": 1690.56, "end": 1690.7, "word": " the", "probability": 0.91943359375}, {"start": 1690.7, "end": 1691.0, "word": " shortest", "probability": 0.94482421875}, {"start": 1691.0, "end": 1691.42, "word": " time.", "probability": 0.8935546875}], "temperature": 1.0}, {"id": 65, "seek": 172225, "start": 1693.03, "end": 1722.25, "text": " Now listen, how this company for example is working? Is this a sales company? Of course. Why? It is selling a service for us. Service of what? Delivery. Now they are going to depend on these two things, the information and the logistics. Number one, DH company, DHL company, it is originally American company. 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This means this shipment must pass through Europe. In Europe it might be delivered by Netherland or Germany Frankfurt. 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It is going to include what? 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Write a paper about one of the products of any type or any category in the Palestinian market. And then do your best to present the product based on these issues. 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Number three, illustrate the benefits of the product. Number four, talk about the product market. Number five, specify your production strategy. 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Here you have to be critical, you have to be evaluator. If you feel that the strategy which is implemented by this company or sales company isn't efficient or effective, you can propose a new strategy to improve or to enhance the rate of the sales size, but according to correct and logical justifications. 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Can we win? The word we here refers to company itself which you are writing about. Clear? Okay, how are your sales to be organized etc etc all these things you must be able to answer them. Listen, somebody is going to say the dimensions of the research they are too many. 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So each company has its own features, characteristics, mentality. Try to write within this flexible framework. Exactly, but our condition is that everything must be founded on one word, one big rule, which is sales. This is very important.", "tokens": [2014, 291, 3480, 385, 30, 407, 1184, 2237, 575, 1080, 1065, 4122, 11, 10891, 11, 21976, 13, 6526, 281, 2464, 1951, 341, 11358, 8388, 13, 7587, 11, 457, 527, 4188, 307, 300, 1203, 1633, 312, 13234, 322, 472, 1349, 11, 472, 955, 4978, 11, 597, 307, 5763, 13, 639, 307, 588, 1021, 13], "avg_logprob": -0.18258102238178253, "compression_ratio": 1.3936170212765957, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 2161.84, "end": 2162.04, "word": " Are", "probability": 0.60205078125}, {"start": 2162.04, "end": 2162.14, "word": " you", "probability": 0.958984375}, {"start": 2162.14, "end": 2162.3, "word": " following", "probability": 0.8896484375}, {"start": 2162.3, "end": 2162.54, "word": " me?", "probability": 0.947265625}, {"start": 2162.9, "end": 2163.54, "word": " So", "probability": 0.4150390625}, {"start": 2163.54, "end": 2163.92, "word": " each", "probability": 0.7421875}, {"start": 2163.92, "end": 2164.32, "word": " company", "probability": 0.908203125}, {"start": 2164.32, "end": 2164.58, "word": " has", "probability": 0.93896484375}, {"start": 2164.58, "end": 2164.78, "word": " its", "probability": 0.85107421875}, {"start": 2164.78, "end": 2165.04, "word": " own", "probability": 0.90673828125}, {"start": 2165.04, "end": 2165.54, "word": " features,", "probability": 0.7294921875}, {"start": 2165.72, "end": 2166.42, "word": " characteristics,", "probability": 0.82861328125}, {"start": 2166.74, "end": 2167.28, "word": " mentality.", "probability": 0.90283203125}, {"start": 2168.06, "end": 2168.36, "word": " Try", "probability": 0.90185546875}, {"start": 2168.36, "end": 2168.62, "word": " to", "probability": 0.96533203125}, {"start": 2168.62, "end": 2168.88, "word": " write", "probability": 0.890625}, {"start": 2168.88, "end": 2169.28, "word": " within", "probability": 0.849609375}, {"start": 2169.28, "end": 2169.74, "word": " this", "probability": 0.9326171875}, {"start": 2169.74, "end": 2170.22, "word": " flexible", "probability": 0.89453125}, {"start": 2170.22, "end": 2170.9, "word": " framework.", "probability": 0.87646484375}, {"start": 2172.1, "end": 2172.56, "word": " Exactly,", "probability": 0.46630859375}, {"start": 2172.92, "end": 2173.28, "word": " but", "probability": 0.9033203125}, {"start": 2173.28, "end": 2174.5, "word": " our", "probability": 0.802734375}, {"start": 2174.5, "end": 2175.0, "word": " condition", "probability": 0.939453125}, {"start": 2175.0, "end": 2175.26, "word": " is", "probability": 0.94775390625}, {"start": 2175.26, "end": 2175.56, "word": " that", "probability": 0.93994140625}, {"start": 2175.56, "end": 2176.08, "word": " everything", "probability": 0.923828125}, {"start": 2176.08, "end": 2176.38, "word": " must", "probability": 0.86328125}, {"start": 2176.38, "end": 2176.54, "word": " be", "probability": 0.955078125}, {"start": 2176.54, "end": 2176.88, "word": " founded", "probability": 0.91845703125}, {"start": 2176.88, "end": 2177.18, "word": " on", "probability": 0.9345703125}, {"start": 2177.18, "end": 2177.5, "word": " one", "probability": 0.9296875}, {"start": 2177.5, "end": 2178.0, "word": " word,", "probability": 0.94140625}, {"start": 2178.38, "end": 2178.68, "word": " one", "probability": 0.88916015625}, {"start": 2178.68, "end": 2179.06, "word": " big", "probability": 0.91796875}, {"start": 2179.06, "end": 2179.46, "word": " rule,", "probability": 0.9326171875}, {"start": 2179.74, "end": 2179.94, "word": " which", "probability": 0.94921875}, {"start": 2179.94, "end": 2180.36, "word": " is", "probability": 0.9482421875}, {"start": 2180.36, "end": 2181.28, "word": " sales.", "probability": 0.701171875}, {"start": 2182.98, "end": 2183.62, "word": " This", "probability": 0.88671875}, {"start": 2183.62, "end": 2183.78, "word": " is", "probability": 0.95166015625}, {"start": 2183.78, "end": 2184.04, "word": " very", "probability": 0.85791015625}, {"start": 2184.04, "end": 2184.48, "word": " important.", "probability": 0.87744140625}], "temperature": 1.0}, {"id": 82, "seek": 220842, "start": 2185.69, "end": 2208.43, "text": " Clear? So any dimension, any factor, any one of the sub-questions you can write about, but it must be founded on the mentality of sales. Therefore, next class on Monday, Inshallah, I want each group, I want each group to nominate a speaks woman", "tokens": [14993, 30, 407, 604, 10139, 11, 604, 5952, 11, 604, 472, 295, 264, 1422, 12, 20343, 626, 291, 393, 2464, 466, 11, 457, 309, 1633, 312, 13234, 322, 264, 21976, 295, 5763, 13, 7504, 11, 958, 1508, 322, 8138, 11, 682, 2716, 13492, 11, 286, 528, 1184, 1594, 11, 286, 528, 1184, 1594, 281, 5369, 13923, 257, 10789, 3059], "avg_logprob": -0.2579427073399226, "compression_ratio": 1.4583333333333333, "no_speech_prob": 1.0728836059570312e-06, "words": [{"start": 2185.6899999999996, "end": 2186.45, "word": " Clear?", "probability": 0.7431640625}, {"start": 2186.93, "end": 2187.59, "word": " So", "probability": 0.85302734375}, {"start": 2187.59, "end": 2188.05, "word": " any", "probability": 0.5927734375}, {"start": 2188.05, "end": 2188.65, "word": " dimension,", "probability": 0.96337890625}, {"start": 2188.85, "end": 2189.01, "word": " any", "probability": 0.92529296875}, {"start": 2189.01, "end": 2189.43, "word": " factor,", "probability": 0.87646484375}, {"start": 2189.63, "end": 2189.79, "word": " any", "probability": 0.82568359375}, {"start": 2189.79, "end": 2189.97, "word": " one", "probability": 0.9287109375}, {"start": 2189.97, "end": 2190.07, "word": " of", "probability": 0.9697265625}, {"start": 2190.07, "end": 2190.17, "word": " the", "probability": 0.92138671875}, {"start": 2190.17, "end": 2190.33, "word": " sub", "probability": 0.67578125}, {"start": 2190.33, "end": 2190.83, "word": "-questions", "probability": 0.73779296875}, {"start": 2190.83, "end": 2191.27, "word": " you", "probability": 0.58154296875}, {"start": 2191.27, "end": 2191.47, "word": " can", "probability": 0.9287109375}, {"start": 2191.47, "end": 2191.65, "word": " write", "probability": 0.92041015625}, {"start": 2191.65, "end": 2192.07, "word": " about,", "probability": 0.91259765625}, {"start": 2192.75, "end": 2193.23, "word": " but", "probability": 0.8828125}, {"start": 2193.23, "end": 2193.87, "word": " it", "probability": 0.92626953125}, {"start": 2193.87, "end": 2194.07, "word": " must", "probability": 0.87451171875}, {"start": 2194.07, "end": 2194.23, "word": " be", "probability": 0.95068359375}, {"start": 2194.23, "end": 2194.59, "word": " founded", "probability": 0.8994140625}, {"start": 2194.59, "end": 2194.89, "word": " on", "probability": 0.94384765625}, {"start": 2194.89, "end": 2195.07, "word": " the", "probability": 0.91650390625}, {"start": 2195.07, "end": 2195.43, "word": " mentality", "probability": 0.970703125}, {"start": 2195.43, "end": 2195.91, "word": " of", "probability": 0.9677734375}, {"start": 2195.91, "end": 2197.27, "word": " sales.", "probability": 0.744140625}, {"start": 2198.83, "end": 2199.59, "word": " Therefore,", "probability": 0.81591796875}, {"start": 2200.29, "end": 2200.93, "word": " next", "probability": 0.919921875}, {"start": 2200.93, "end": 2201.55, "word": " class", "probability": 0.96533203125}, {"start": 2201.55, "end": 2201.95, "word": " on", "probability": 0.83740234375}, {"start": 2201.95, "end": 2202.29, "word": " Monday,", "probability": 0.82275390625}, {"start": 2202.41, "end": 2202.83, "word": " Inshallah,", "probability": 0.615234375}, {"start": 2203.61, "end": 2203.85, "word": " I", "probability": 0.9970703125}, {"start": 2203.85, "end": 2204.15, "word": " want", "probability": 0.888671875}, {"start": 2204.15, "end": 2204.39, "word": " each", "probability": 0.94287109375}, {"start": 2204.39, "end": 2204.85, "word": " group,", "probability": 0.96435546875}, {"start": 2205.25, "end": 2205.85, "word": " I", "probability": 0.9150390625}, {"start": 2205.85, "end": 2206.15, "word": " want", "probability": 0.87744140625}, {"start": 2206.15, "end": 2206.33, "word": " each", "probability": 0.93359375}, {"start": 2206.33, "end": 2206.65, "word": " group", "probability": 0.96533203125}, {"start": 2206.65, "end": 2206.87, "word": " to", "probability": 0.96337890625}, {"start": 2206.87, "end": 2207.31, "word": " nominate", "probability": 0.970947265625}, {"start": 2207.31, "end": 2207.61, "word": " a", "probability": 0.93505859375}, {"start": 2207.61, "end": 2208.11, "word": " speaks", "probability": 0.1578369140625}, {"start": 2208.11, "end": 2208.43, "word": " woman", "probability": 0.40576171875}], "temperature": 1.0}, {"id": 83, "seek": 223715, "start": 2209.31, "end": 2237.15, "text": " who is going to tell us what is their own organization, what is their own product, and what is the outline of their own paper. Three things. Organization, product, and the quick outline. Or we called it preliminary outline. Any question or comments? Clear?", "tokens": [567, 307, 516, 281, 980, 505, 437, 307, 641, 1065, 4475, 11, 437, 307, 641, 1065, 1674, 11, 293, 437, 307, 264, 16387, 295, 641, 1065, 3035, 13, 6244, 721, 13, 23979, 11, 1674, 11, 293, 264, 1702, 16387, 13, 1610, 321, 1219, 309, 28817, 16387, 13, 2639, 1168, 420, 3053, 30, 14993, 30], "avg_logprob": -0.21178976947611028, "compression_ratio": 1.6797385620915033, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2209.31, "end": 2209.57, "word": " who", "probability": 0.265380859375}, {"start": 2209.57, "end": 2209.83, "word": " is", "probability": 0.81640625}, {"start": 2209.83, "end": 2210.25, "word": " going", "probability": 0.94091796875}, {"start": 2210.25, "end": 2210.55, "word": " to", "probability": 0.9716796875}, {"start": 2210.55, "end": 2210.75, "word": " tell", "probability": 0.90087890625}, {"start": 2210.75, "end": 2211.11, "word": " us", "probability": 0.94091796875}, {"start": 2211.11, "end": 2211.63, "word": " what", "probability": 0.841796875}, {"start": 2211.63, "end": 2212.11, "word": " is", "probability": 0.912109375}, {"start": 2212.11, "end": 2212.49, "word": " their", "probability": 0.9541015625}, {"start": 2212.49, "end": 2212.75, "word": " own", "probability": 0.9091796875}, {"start": 2212.75, "end": 2213.39, "word": " organization,", "probability": 0.8466796875}, {"start": 2213.99, "end": 2214.49, "word": " what", "probability": 0.9306640625}, {"start": 2214.49, "end": 2214.81, "word": " is", "probability": 0.94140625}, {"start": 2214.81, "end": 2215.07, "word": " their", "probability": 0.95947265625}, {"start": 2215.07, "end": 2215.31, "word": " own", "probability": 0.9228515625}, {"start": 2215.31, "end": 2215.81, "word": " product,", "probability": 0.9375}, {"start": 2216.23, "end": 2216.59, "word": " and", "probability": 0.92333984375}, {"start": 2216.59, "end": 2216.81, "word": " what", "probability": 0.93798828125}, {"start": 2216.81, "end": 2217.07, "word": " is", "probability": 0.94482421875}, {"start": 2217.07, "end": 2217.29, "word": " the", "probability": 0.892578125}, {"start": 2217.29, "end": 2217.81, "word": " outline", "probability": 0.89697265625}, {"start": 2217.81, "end": 2218.07, "word": " of", "probability": 0.96875}, {"start": 2218.07, "end": 2218.23, "word": " their", "probability": 0.9599609375}, {"start": 2218.23, "end": 2218.73, "word": " own", "probability": 0.90869140625}, {"start": 2218.73, "end": 2219.49, "word": " paper.", "probability": 0.80322265625}, {"start": 2220.65, "end": 2221.13, "word": " Three", "probability": 0.833984375}, {"start": 2221.13, "end": 2221.59, "word": " things.", "probability": 0.86474609375}, {"start": 2223.07, "end": 2223.81, "word": " Organization,", "probability": 0.95849609375}, {"start": 2224.77, "end": 2225.27, "word": " product,", "probability": 0.74365234375}, {"start": 2225.85, "end": 2225.99, "word": " and", "probability": 0.939453125}, {"start": 2225.99, "end": 2226.13, "word": " the", "probability": 0.46826171875}, {"start": 2226.13, "end": 2226.35, "word": " quick", "probability": 0.9267578125}, {"start": 2226.35, "end": 2226.73, "word": " outline.", "probability": 0.8984375}, {"start": 2227.85, "end": 2228.23, "word": " Or", "probability": 0.931640625}, {"start": 2228.23, "end": 2228.43, "word": " we", "probability": 0.84619140625}, {"start": 2228.43, "end": 2228.75, "word": " called", "probability": 0.7080078125}, {"start": 2228.75, "end": 2229.03, "word": " it", "probability": 0.95361328125}, {"start": 2229.03, "end": 2229.67, "word": " preliminary", "probability": 0.8291015625}, {"start": 2229.67, "end": 2230.23, "word": " outline.", "probability": 0.86083984375}, {"start": 2232.79, "end": 2232.79, "word": " Any", "probability": 0.603515625}, {"start": 2232.79, "end": 2235.37, "word": " question", "probability": 0.6533203125}, {"start": 2235.37, "end": 2235.53, "word": " or", "probability": 0.420166015625}, {"start": 2235.53, "end": 2235.95, "word": " comments?", "probability": 0.71337890625}, {"start": 2236.83, "end": 2237.15, "word": " Clear?", "probability": 0.94091796875}], "temperature": 1.0}, {"id": 84, "seek": 226242, "start": 2238.69, "end": 2262.43, "text": " Now listen regarding the size of the paper. I'm looking for a paper which doesn't exceed 20 pages or not less than 15 pages. It must be referenced. This is a condition. It must be referenced. Please be away from the culture of copying and pasting.", "tokens": [823, 2140, 8595, 264, 2744, 295, 264, 3035, 13, 286, 478, 1237, 337, 257, 3035, 597, 1177, 380, 14048, 945, 7183, 420, 406, 1570, 813, 2119, 7183, 13, 467, 1633, 312, 32734, 13, 639, 307, 257, 4188, 13, 467, 1633, 312, 32734, 13, 2555, 312, 1314, 490, 264, 3713, 295, 27976, 293, 1791, 278, 13], "avg_logprob": -0.20159040710755757, "compression_ratio": 1.4761904761904763, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2238.69, "end": 2239.09, "word": " Now", "probability": 0.8837890625}, {"start": 2239.09, "end": 2239.51, "word": " listen", "probability": 0.56982421875}, {"start": 2239.51, "end": 2240.09, "word": " regarding", "probability": 0.50830078125}, {"start": 2240.09, "end": 2240.39, "word": " the", "probability": 0.921875}, {"start": 2240.39, "end": 2240.67, "word": " size", "probability": 0.82080078125}, {"start": 2240.67, "end": 2240.79, "word": " of", "probability": 0.97021484375}, {"start": 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Any question? Any comments? Go on. Okay, listen, listen. Go on, go on. I think I put you in a group last time. Okay, who is going to take her membership? 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Okay, what's your name? Sajid, I am thanking you too much for accepting her membership in your group. With Sajid, okay? Okay? Any questions, any comments? 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Two major points + +3 +00:00:27,100 --> 00:00:29,620 +which we are going to discuss in today's class. + +4 +00:00:30,200 --> 00:00:32,340 +Number one, we would like to talk a little bit + +5 +00:00:32,340 --> 00:00:35,180 +about something called telemarketing. We will + +6 +00:00:35,180 --> 00:00:38,040 +define it, what does it mean? Inshallah Allah is + +7 +00:00:38,040 --> 00:00:41,420 +going to take this role. The second point which we + +8 +00:00:41,420 --> 00:00:46,460 +are going to review, we will talk about + +9 +00:00:46,460 --> 00:00:51,770 +independent sales agents. The independent sales + +10 +00:00:51,770 --> 00:00:54,410 +agents, this topic is very important. It might be + +11 +00:00:54,410 --> 00:00:57,690 +a final big question in the final exam. It might + +12 +00:00:57,690 --> 00:01:01,030 +be. Okay, we are going to talk about these two + +13 +00:01:01,030 --> 00:01:03,730 +things. So now we would like to welcome Miss Salah + +14 +00:01:03,730 --> 00:01:06,190 +who is going to explain in a very detailed way + +15 +00:01:06,190 --> 00:01:09,350 +about telemarketing or telemarketing. Go on. + +16 +00:01:21,710 --> 00:01:24,190 +Hello, my name is Alaa Eldahdouh. I am studying + +17 +00:01:24,190 --> 00:01:28,030 +accounting in Faculty of Commerce. Today, + +18 +00:01:28,190 --> 00:01:30,290 +inshallah, I'm going to talk about telemarketing. + +19 +00:01:30,930 --> 00:01:33,970 +Telemarketing is a technique which is widely + +20 +00:01:33,970 --> 00:01:38,410 +spread nowadays and it has an increasing demand + +21 +00:01:38,410 --> 00:01:44,860 +for it. It is considered to be the most popular, + +22 +00:01:45,000 --> 00:01:47,700 +flexible and effective marketing technique and + +23 +00:01:47,700 --> 00:01:51,040 +communication technique available. Telemarketing + +24 +00:01:51,040 --> 00:01:53,660 +refers to customer contacts utilizing + +25 +00:01:53,660 --> 00:01:56,820 +telecommunication technology for personal selling + +26 +00:01:56,820 --> 00:02:00,280 +without direct face-to-face contact. It is + +27 +00:02:00,280 --> 00:02:03,860 +contacting, qualifying and convincing prospective + +28 +00:02:03,860 --> 00:02:07,120 +customers using telecommunication devices such as + +29 +00:02:07,120 --> 00:02:10,590 +telephone, fax and internet. But it does not + +30 +00:02:10,590 --> 00:02:15,930 +include direct mail marketing. It is widely spread + +31 +00:02:15,930 --> 00:02:20,550 +in UK, US, Canada and India. + +32 +00:02:23,290 --> 00:02:28,610 +There are some scope of telemarketing. There are + +33 +00:02:28,610 --> 00:02:31,230 +some activities included in the telemarketing + +34 +00:02:31,230 --> 00:02:35,240 +technology. what's the meaning of the prefix tele + +35 +00:02:35,240 --> 00:02:39,680 +referred to use of telephone far away far away + +36 +00:02:39,680 --> 00:02:43,320 +exactly excellent the prefix tele all the time it + +37 +00:02:43,320 --> 00:02:46,620 +refers to something far away or far distance + +38 +00:02:46,620 --> 00:02:49,860 +because of this one we are naming the word + +39 +00:02:49,860 --> 00:02:53,300 +telephone it means we are calling together + +40 +00:02:53,300 --> 00:02:58,720 +throughout a very long distance so tele all the + +41 +00:02:58,720 --> 00:03:00,080 +time remember it is + +42 +00:03:04,700 --> 00:03:08,800 +or Expresses, all in direct meetings with our + +43 +00:03:08,800 --> 00:03:13,560 +customers. We use the word indirect. Why? Because + +44 +00:03:13,560 --> 00:03:16,060 +the meeting isn't going to come through face-to + +45 +00:03:16,060 --> 00:03:20,540 +-face. But it is happening through a third medium. + +46 +00:03:21,440 --> 00:03:24,800 +This third medium might be one of the tours of + +47 +00:03:24,800 --> 00:03:27,120 +telecommunication. Telecommunication. As in a set + +48 +00:03:27,120 --> 00:03:31,420 +like fax, telephone, cell phone, etc. Gone. Okay, + +49 +00:03:32,180 --> 00:03:34,500 +there are some activities in the scope of + +50 +00:03:34,500 --> 00:03:38,200 +telemarketing. The first one is customer service. + +51 +00:03:38,760 --> 00:03:42,460 +It's important for a company to provide a number + +52 +00:03:42,460 --> 00:03:47,660 +to the prospective to call if they have a + +53 +00:03:47,660 --> 00:03:52,880 +question. Telemarketing is considered to be the + +54 +00:03:52,880 --> 00:03:56,700 +most interactive marketing medium. available it + +55 +00:03:56,700 --> 00:04:02,580 +allows you as a sales company to answer your + +56 +00:04:02,580 --> 00:04:05,260 +prospects questions address their concerns and + +57 +00:04:05,260 --> 00:04:08,880 +overcome their objections the second one is + +58 +00:04:08,880 --> 00:04:12,320 +prospecting and lead qualification firms are + +59 +00:04:12,320 --> 00:04:16,000 +taking a proactive approach to prospecting by + +60 +00:04:16,000 --> 00:04:19,870 +having telemarketers call prospects or qualifying + +61 +00:04:19,870 --> 00:04:24,170 +them for face-to-face selling So we need to + +62 +00:04:24,170 --> 00:04:29,110 +identify our prospective customers and qualify + +63 +00:04:29,110 --> 00:04:32,250 +them to determine which customers are most likely + +64 +00:04:32,250 --> 00:04:39,340 +to purchase our goods or services The third one is + +65 +00:04:39,340 --> 00:04:43,860 +account management. It's selling secondary product + +66 +00:04:43,860 --> 00:04:47,300 +lines or services to small customers by phone, + +67 +00:04:47,640 --> 00:04:51,120 +thereby freeing their salesperson to concentrate + +68 +00:04:51,120 --> 00:04:55,260 +on the strategic account or strategic product + +69 +00:04:55,260 --> 00:04:58,250 +line. and the final one promotion support + +70 +00:04:58,250 --> 00:05:02,410 +developed newspaper magazine ads that feature + +71 +00:05:02,410 --> 00:05:06,830 +either a local or an 800 number to get additional + +72 +00:05:06,830 --> 00:05:10,210 +product information or place an order so an + +73 +00:05:10,210 --> 00:05:13,820 +effective telemarketing process involve more than + +74 +00:05:13,820 --> 00:05:18,620 +one call or a series of calls. The first call is + +75 +00:05:18,620 --> 00:05:22,740 +to identify or determine customer needs and the + +76 +00:05:22,740 --> 00:05:28,400 +final call is to motivate customers to make the + +77 +00:05:28,400 --> 00:05:30,760 +purchase decision. + +78 +00:05:34,010 --> 00:05:37,230 +There are some advantages and challenges facing + +79 +00:05:37,230 --> 00:05:41,610 +this technology. The advantage of telemarketing is + +80 +00:05:41,610 --> 00:05:45,570 +low cost per sales call, profitability serve small + +81 +00:05:45,570 --> 00:05:49,150 +or medium customer, speed or time saving to off + +82 +00:05:49,150 --> 00:05:53,550 +tele ordering, so it is increase revenue, reduce + +83 +00:05:53,550 --> 00:05:57,630 +the selling cost and it is more effective and more + +84 +00:05:57,630 --> 00:05:59,490 +efficient and less expensive. + +85 +00:06:02,910 --> 00:06:05,250 +Why whenever we are going to limit the mechanism + +86 +00:06:05,250 --> 00:06:08,710 +of telemarketing? Why? We are going to enjoy the + +87 +00:06:08,710 --> 00:06:11,770 +advantage of what is called low cost versus good. + +88 +00:06:12,010 --> 00:06:16,830 +Why is this? To increase the... to decrease the + +89 +00:06:16,830 --> 00:06:20,470 +cost of... Not the worst. Why the cost versus good + +90 +00:06:20,470 --> 00:06:23,690 +is cheap? Because telephone... Even though we are + +91 +00:06:23,690 --> 00:06:28,310 +going to use telephone conversation excessively. + +92 +00:06:28,410 --> 00:06:31,930 +Good. Because when you make communication face to + +93 +00:06:31,930 --> 00:06:35,650 +face, it will cost us direct expenses, which is + +94 +00:06:35,650 --> 00:06:40,270 +components, salaries for transportation, these + +95 +00:06:40,270 --> 00:06:43,910 +direct expenses. So when you make a phone call, it + +96 +00:06:43,910 --> 00:06:46,410 +will be less than, cheaper than + +97 +00:06:51,890 --> 00:06:54,190 +Because of the large number of sales calls that + +98 +00:06:54,190 --> 00:06:57,010 +can be conducted in a short time, so that we will + +99 +00:06:57,010 --> 00:07:01,190 +enjoy in my personal life. And we can reach more + +100 +00:07:01,190 --> 00:07:04,470 +customers. We are going to be treated as a + +101 +00:07:04,470 --> 00:07:06,510 +statutory account in the eyes of the + +102 +00:07:06,510 --> 00:07:08,850 +telecommunication company. So the + +103 +00:07:08,850 --> 00:07:11,870 +telecommunication company is going to provide us + +104 +00:07:11,870 --> 00:07:17,330 +with discounts. This is the point. Are you + +105 +00:07:17,330 --> 00:07:21,730 +following me? Listen here, listen. Now, all the + +106 +00:07:21,730 --> 00:07:24,010 +time remember, whenever we are going to talk about + +107 +00:07:24,010 --> 00:07:29,090 +telemarketing, our sales agency now is an account. + +108 +00:07:29,830 --> 00:07:33,290 +An account who is receiving services or services + +109 +00:07:33,290 --> 00:07:36,890 +from the telecommunication company. The + +110 +00:07:36,890 --> 00:07:39,690 +telecommunication company is going to say, because + +111 +00:07:39,690 --> 00:07:43,850 +you are consuming too much phone conversations, we + +112 +00:07:43,850 --> 00:07:47,910 +are going to provide you with discounts. So each + +113 +00:07:47,910 --> 00:07:52,450 +phone call, its cost is going to be lower than the + +114 +00:07:52,450 --> 00:07:55,870 +cost of the phone conversation with the other + +115 +00:07:55,870 --> 00:07:58,850 +accounts. Because we are considered to be + +116 +00:07:58,850 --> 00:08:02,550 +saturated. We are consuming too much from this + +117 +00:08:02,550 --> 00:08:05,650 +service in comparison with the other accounts. + +118 +00:08:06,730 --> 00:08:11,450 +Therefore, the average cost of this phone call is + +119 +00:08:11,450 --> 00:08:15,330 +cheaper than the ordinary phone call. So by then, + +120 +00:08:15,530 --> 00:08:20,470 +once again, we are going to have low cost for all + +121 +00:08:20,470 --> 00:08:23,570 +these phone call conversations, in addition to the + +122 +00:08:23,570 --> 00:08:25,990 +things which you said or talked about. This is + +123 +00:08:25,990 --> 00:08:28,650 +going to be cheaper than meeting them face to face + +124 +00:08:28,650 --> 00:08:33,410 +and so on. Okay, now go on. Do you mean that + +125 +00:08:33,410 --> 00:08:39,110 +ordinary phone calls for us as people can be more + +126 +00:08:39,110 --> 00:08:40,190 +expensive? Yes. + +127 +00:08:45,960 --> 00:08:48,220 +Because you are not treated to be strategic + +128 +00:08:48,220 --> 00:08:51,900 +accounts. Who are treated to be strategic + +129 +00:08:51,900 --> 00:08:54,660 +accounts? They are the accounts who are consuming + +130 +00:08:54,660 --> 00:08:59,140 +and using extensively. Their use is above the + +131 +00:08:59,140 --> 00:09:02,980 +average. If it is above the average, then there is + +132 +00:09:02,980 --> 00:09:06,560 +going to be a contract, side contract, between the + +133 +00:09:06,560 --> 00:09:09,600 +telecommunication company and the user, which is + +134 +00:09:09,600 --> 00:09:10,900 +our citizens in this example. + +135 +00:09:15,580 --> 00:09:19,760 +Okay, there are some challenges faced by + +136 +00:09:19,760 --> 00:09:22,960 +telemarketing or telemarketer, which is acceptance + +137 +00:09:22,960 --> 00:09:26,660 +by field sales people. They may reject this + +138 +00:09:26,660 --> 00:09:31,920 +technique or they may not have an acceptance by + +139 +00:09:31,920 --> 00:09:37,940 +customers or otherwise. Management may + +140 +00:09:37,940 --> 00:09:43,420 +not control all calls + +141 +00:09:43,420 --> 00:09:48,840 +or all telemarketers. Exactly, listen here. So as + +142 +00:09:48,840 --> 00:09:51,680 +Alain said, point number two, management, is + +143 +00:09:51,680 --> 00:09:55,260 +considered to be a challenge. In other words, if + +144 +00:09:55,260 --> 00:09:58,440 +as a management of a sales agency, who would like + +145 +00:09:58,440 --> 00:10:00,980 +to implement a telemarketing program, the + +146 +00:10:00,980 --> 00:10:03,140 +management is going to encounter the big + +147 +00:10:03,140 --> 00:10:06,180 +challenge, which is the firm. Imagine I'm going to + +148 +00:10:06,180 --> 00:10:09,080 +hire Hanin, or Iman, or whatever, as a + +149 +00:10:09,080 --> 00:10:15,030 +telemarketer. Or as a telemarketer. Or I'm. I am + +150 +00:10:15,030 --> 00:10:18,350 +not all the telemarketers they are going to begin + +151 +00:10:18,350 --> 00:10:22,590 +their work from 8am till 3pm or 4pm. For example, + +152 +00:10:23,850 --> 00:10:26,070 +as a manager, as a management, as a supervisor, + +153 +00:10:27,110 --> 00:10:30,670 +how I am going to be sure that the 3 telemarketers + +154 +00:10:30,670 --> 00:10:33,950 +they are doing their business and they are really + +155 +00:10:33,950 --> 00:10:37,330 +phoning customers rather than communicating or + +156 +00:10:37,330 --> 00:10:40,510 +phoning their families, colleagues, friends or + +157 +00:10:40,510 --> 00:10:45,200 +even they are not phoning anybody. They are just + +158 +00:10:45,200 --> 00:10:49,220 +wasting time and hours. Is this a challenge? Yes. + +159 +00:10:49,500 --> 00:10:53,280 +Of course it is a challenge. How am I going to be + +160 +00:10:53,280 --> 00:10:56,580 +sure that Aman and Hanin and Amna, they are really + +161 +00:10:56,580 --> 00:11:00,040 +using every single minute phoning our prospective + +162 +00:11:00,040 --> 00:11:03,840 +customers? Because each minute counts, and each + +163 +00:11:03,840 --> 00:11:06,700 +minute is valuable for them. So is this a + +164 +00:11:06,700 --> 00:11:09,380 +challenge? Yes. Because of this, many of the + +165 +00:11:09,380 --> 00:11:12,080 +American and advanced organizations, what they are + +166 +00:11:12,080 --> 00:11:15,720 +making, They are recording all the phone + +167 +00:11:15,720 --> 00:11:18,160 +conversations according to the telephone line + +168 +00:11:18,160 --> 00:11:21,340 +which is allocated for every single telemarketer. + +169 +00:11:22,720 --> 00:11:26,720 +They are recording the whole conversation from the + +170 +00:11:26,720 --> 00:11:30,380 +first minute of the working day till the final + +171 +00:11:30,380 --> 00:11:34,860 +minute in the working day. Why? To be sure that + +172 +00:11:34,860 --> 00:11:38,160 +everything is traced down and every minute is used + +173 +00:11:38,160 --> 00:11:43,360 +in phoning customs. Okay, but this is of course, + +174 +00:11:43,500 --> 00:11:45,680 +this is going to be a challenge. Why? Because it's + +175 +00:11:45,680 --> 00:11:49,340 +going to be more expensive. Excessive capacity and + +176 +00:11:49,340 --> 00:11:52,380 +so on. Okay, go on. The role of the last challenge + +177 +00:11:52,380 --> 00:11:55,340 +is the role of internet. It requires every company + +178 +00:11:55,340 --> 00:11:58,840 +to have an internet access or website or something + +179 +00:11:58,840 --> 00:12:02,580 +on the internet. So and the internet is widely + +180 +00:12:02,580 --> 00:12:08,020 +used and there are millions that use it or access + +181 +00:12:08,020 --> 00:12:14,600 +to it. So the internet may not be safe for the + +182 +00:12:14,600 --> 00:12:21,440 +telemarketer to make their supply or their offers. + +183 +00:12:23,880 --> 00:12:29,300 +One more + +184 +00:12:29,300 --> 00:12:33,440 +advantage for telemarketers is that it is the best + +185 +00:12:33,440 --> 00:12:34,680 +way to evaluate. + +186 +00:12:49,500 --> 00:12:54,060 +You are right. You are right and something else + +187 +00:12:54,060 --> 00:12:57,820 +also. Before we are going to hang down the + +188 +00:12:57,820 --> 00:13:01,840 +telephone, we are going to have a final answer if + +189 +00:13:01,840 --> 00:13:04,040 +they are interested to buy or not to buy. + +190 +00:13:04,940 --> 00:13:08,260 +Therefore, it's easy to make and calculate correct + +191 +00:13:08,260 --> 00:13:12,740 +statistics about the number of the prospects who + +192 +00:13:12,740 --> 00:13:15,640 +are going to come and buy from us. This is another + +193 +00:13:15,640 --> 00:13:20,490 +advantage, of course. Okay, now let's talk, let's + +194 +00:13:20,490 --> 00:13:23,510 +finalize the part which Alaa talked about. Let's + +195 +00:13:23,510 --> 00:13:26,530 +talk about the role of the internet. Now, the + +196 +00:13:26,530 --> 00:13:28,510 +internet, is it a challenge? It is a challenge + +197 +00:13:28,510 --> 00:13:31,950 +now, for various reasons. And it says as Johnson + +198 +00:13:31,950 --> 00:13:35,010 +now, it must be subscribed to internet services + +199 +00:13:35,010 --> 00:13:40,010 +regularly throughout the year. Second, we must + +200 +00:13:40,010 --> 00:13:43,510 +hire IT technicians. Why? To conduct any + +201 +00:13:43,510 --> 00:13:49,250 +maintenance or to fix any problems. Third, now we + +202 +00:13:49,250 --> 00:13:52,090 +are talking about free internet telecommunication + +203 +00:13:52,090 --> 00:13:57,770 +networks. For example, WhatsApp or WhatsApp, like + +204 +00:13:57,770 --> 00:14:03,930 +this now. What else also? Viber also. Tango. All + +205 +00:14:03,930 --> 00:14:07,060 +of them they are free now. In other words, you can + +206 +00:14:07,060 --> 00:14:10,440 +communicate and phone any person who is going to + +207 +00:14:10,440 --> 00:14:13,860 +be a member within this network, even if he is in + +208 +00:14:13,860 --> 00:14:16,800 +USA, United Arab Emirates, Egypt, Africa or + +209 +00:14:16,800 --> 00:14:22,140 +whatever. And none, neither the phoner nor the + +210 +00:14:22,140 --> 00:14:26,320 +recipient will charge with any penny. Because of + +211 +00:14:26,320 --> 00:14:28,640 +this, we are talking about huge possibilities, + +212 +00:14:29,640 --> 00:14:32,880 +huge capacities, which these agencies can utilize + +213 +00:14:32,880 --> 00:14:36,250 +from this internet. But why we consider it to be + +214 +00:14:36,250 --> 00:14:40,310 +challenging? We need enough and healthy + +215 +00:14:40,310 --> 00:14:45,430 +infrastructure. We need a qualified IT team to + +216 +00:14:45,430 --> 00:14:48,230 +follow up and to maintain any things if we are + +217 +00:14:48,230 --> 00:14:50,650 +going to encounter any problems while we are in + +218 +00:14:50,650 --> 00:14:53,070 +the middle of phone conversations with our own + +219 +00:14:53,070 --> 00:14:56,610 +prospects or customers. Any questions or comments + +220 +00:14:56,610 --> 00:15:00,170 +about this? Let's move on now. Let's talk about + +221 +00:15:00,170 --> 00:15:02,350 +the second part of today's class. We are going to + +222 +00:15:02,350 --> 00:15:05,290 +talk about independent sales agents. Now listen, + +223 +00:15:07,070 --> 00:15:09,550 +independent sales agents, they are not employees + +224 +00:15:09,550 --> 00:15:14,070 +and they are not receiving regular salaries like + +225 +00:15:14,070 --> 00:15:18,490 +the ordinary sales person or sales staff members. + +226 +00:15:19,800 --> 00:15:23,380 +So those independent sales agents they are going + +227 +00:15:23,380 --> 00:15:26,840 +to have a signed contract with your sales agency + +228 +00:15:26,840 --> 00:15:30,120 +according to specific terms and according to + +229 +00:15:30,120 --> 00:15:34,480 +specific conditions in which this independent + +230 +00:15:34,480 --> 00:15:39,500 +sales agent is going to represent you or this + +231 +00:15:39,500 --> 00:15:43,660 +agent is going to sell the products and the goods + +232 +00:15:43,660 --> 00:15:49,220 +of your own company. in a specific geographical + +233 +00:15:49,220 --> 00:15:55,300 +market. Then they are not enjoying anything from + +234 +00:15:55,300 --> 00:15:58,460 +what is called ownership or physical possession + +235 +00:15:58,460 --> 00:16:03,000 +from the products or goods. How are we going to + +236 +00:16:03,000 --> 00:16:05,200 +compensate them? We are going to compensate them + +237 +00:16:05,200 --> 00:16:08,850 +by commission. For this commission, we are not + +238 +00:16:08,850 --> 00:16:10,970 +talking about fixed percentage of commission. + +239 +00:16:11,810 --> 00:16:14,270 +Sometimes it is going to be up and sometimes it is + +240 +00:16:14,270 --> 00:16:17,710 +going to be down according to the sales volume + +241 +00:16:17,710 --> 00:16:21,590 +which this independent sales agent will succeed in + +242 +00:16:21,590 --> 00:16:25,910 +selling. So the more sales he is going to achieve, + +243 +00:16:26,250 --> 00:16:29,250 +the more commission he will get. And the vice + +244 +00:16:29,250 --> 00:16:32,970 +versa is correct. So, let's sum up. Independent + +245 +00:16:32,970 --> 00:16:36,830 +sales agents are hired to perform selling + +246 +00:16:36,830 --> 00:16:41,210 +function. They are not employees. In other words, + +247 +00:16:41,330 --> 00:16:43,650 +their names are not listed in the payroll system. + +248 +00:16:44,530 --> 00:16:47,550 +They are not receiving regular salaries. But + +249 +00:16:47,550 --> 00:16:50,650 +independent businesses given exclusive contracts + +250 +00:16:50,650 --> 00:16:55,170 +to perform selling function within specific + +251 +00:16:55,170 --> 00:17:01,240 +geographic areas or markets. So these agents they + +252 +00:17:01,240 --> 00:17:06,280 +take neither ownership nor physical position of + +253 +00:17:06,280 --> 00:17:10,600 +the products they sell and they always compensated + +254 +00:17:10,600 --> 00:17:16,960 +by commission rather than sellers. So agents are + +255 +00:17:16,960 --> 00:17:20,520 +often used to develop new markets and this is + +256 +00:17:20,520 --> 00:17:23,900 +considered to be the biggest benefit which we can + +257 +00:17:23,900 --> 00:17:28,040 +get behind the contract that will be signed with + +258 +00:17:28,040 --> 00:17:33,400 +these agents. Also, they are selling from 5 up to + +259 +00:17:33,400 --> 00:17:38,440 +8 non-competing but related products that they are + +260 +00:17:38,440 --> 00:17:41,420 +known fairly well and sell to similar types of + +261 +00:17:41,420 --> 00:17:48,040 +buyers. This is the average. Now listen, if you + +262 +00:17:48,040 --> 00:17:50,200 +would like to talk about the character of those + +263 +00:17:50,200 --> 00:17:55,470 +sales agents, They are human beings who are + +264 +00:17:55,470 --> 00:17:58,890 +understanding every detail within a specific + +265 +00:17:58,890 --> 00:18:03,470 +market or within a specific geography. They know + +266 +00:18:03,470 --> 00:18:06,450 +the people, they have detailed information about + +267 +00:18:06,450 --> 00:18:09,410 +the local knowledge, local culture, what the + +268 +00:18:09,410 --> 00:18:11,790 +people like, what the people dislike, how they are + +269 +00:18:11,790 --> 00:18:16,470 +behaving, where is or when or how they are going + +270 +00:18:16,470 --> 00:18:18,830 +to satisfy their own needs. All these things are + +271 +00:18:18,830 --> 00:18:20,830 +mastered in their own minds. + +272 +00:18:23,420 --> 00:18:26,820 +So sometimes your sales agency might need their + +273 +00:18:26,820 --> 00:18:30,920 +own help. How? By signing a contract with them to + +274 +00:18:30,920 --> 00:18:36,040 +sell your products and goods to sell your products + +275 +00:18:36,040 --> 00:18:40,540 +and goods now three issues or three things to + +276 +00:18:40,540 --> 00:18:43,500 +consider before we are going to select or sign a + +277 +00:18:43,500 --> 00:18:48,780 +contract with independent sales agents number one + +278 +00:18:48,780 --> 00:18:52,960 +we as a sales agency we must answer this question + +279 +00:18:54,490 --> 00:18:58,790 +Does the cost which we are going to pay in this + +280 +00:18:58,790 --> 00:19:01,870 +contract is greater than the profit which we will + +281 +00:19:01,870 --> 00:19:06,790 +get? If the answer is yes, then don't sign. If the + +282 +00:19:06,790 --> 00:19:10,610 +answer is no, then go and sign. In other words, + +283 +00:19:11,150 --> 00:19:15,010 +the profitability or the revenue which we are + +284 +00:19:15,010 --> 00:19:17,550 +going to achieve as a residency, if it is greater + +285 +00:19:17,550 --> 00:19:21,680 +than the cost or the compensation which we will + +286 +00:19:21,680 --> 00:19:26,200 +pay for the sales agent then sign a contract. This + +287 +00:19:26,200 --> 00:19:29,820 +can be represented by this. If you are going to + +288 +00:19:29,820 --> 00:19:32,460 +talk about independent agents, this is the + +289 +00:19:32,460 --> 00:19:34,980 +independent agents or this is the break-even + +290 +00:19:34,980 --> 00:19:38,360 +sales. We said what's the meaning of a break-even? + +291 +00:19:38,900 --> 00:19:42,680 +A zero point where the amount of the cost along + +292 +00:19:42,680 --> 00:19:44,560 +with the amount of the profitability are going to + +293 +00:19:44,560 --> 00:19:48,600 +be equal. If you are going to hire an independent + +294 +00:19:48,600 --> 00:19:51,460 +sales agent, this means we are talking about this + +295 +00:19:51,460 --> 00:19:56,780 +level which is considered to be as a profit. But + +296 +00:19:56,780 --> 00:19:58,720 +if the independent sales agent is going to be + +297 +00:19:58,720 --> 00:20:00,920 +here, this means we are talking about a level + +298 +00:20:00,920 --> 00:20:03,500 +which is classified to be loss. Then we cannot + +299 +00:20:03,500 --> 00:20:07,420 +sign a contract with him or her if this is the + +300 +00:20:07,420 --> 00:20:10,330 +result. But if the result is profitability, then + +301 +00:20:10,330 --> 00:20:13,730 +go and sign. And this is the meaning of what? This + +302 +00:20:13,730 --> 00:20:17,490 +is the meaning of economic consequences behind the + +303 +00:20:17,490 --> 00:20:20,910 +contract which we are going to get after signing + +304 +00:20:20,910 --> 00:20:26,410 +it. Now, let's talk about the second one. A second + +305 +00:20:26,410 --> 00:20:29,190 +issue which we should think of deeply is the + +306 +00:20:29,190 --> 00:20:35,370 +following level of control. If your sales agency + +307 +00:20:36,160 --> 00:20:38,820 +is selling goods and products which are + +308 +00:20:38,820 --> 00:20:42,140 +complicated, which require detailed knowledge, + +309 +00:20:42,820 --> 00:20:45,960 +which require attendance and regular supervision + +310 +00:20:45,960 --> 00:20:50,660 +of your sales agency in the market, then we should + +311 +00:20:50,660 --> 00:20:54,820 +not sign any contract with agents who should sell + +312 +00:20:54,820 --> 00:20:55,780 +your product. + +313 +00:20:59,730 --> 00:21:03,730 +But if your goods and products are simple, they + +314 +00:21:03,730 --> 00:21:06,090 +are easy, and they do not require enough + +315 +00:21:06,090 --> 00:21:08,730 +supervision or follow-up from your company, then + +316 +00:21:08,730 --> 00:21:13,850 +sign a contract with sales agents who give him or + +317 +00:21:13,850 --> 00:21:17,870 +her the chance to sell on behalf of you. Somebody + +318 +00:21:17,870 --> 00:21:19,750 +is going to say this isn't clear. Let's give + +319 +00:21:19,750 --> 00:21:20,090 +example. + +320 +00:21:23,680 --> 00:21:27,140 +My or I have a sales agency or sales company, and + +321 +00:21:27,140 --> 00:21:31,040 +this is fair, its own business is with canned + +322 +00:21:31,040 --> 00:21:36,260 +food. What does that mean canned food? Canned food + +323 +00:21:36,260 --> 00:21:38,920 +as a product. Is it a product which is very + +324 +00:21:38,920 --> 00:21:41,580 +complicated? Is it a product which requires + +325 +00:21:41,580 --> 00:21:44,880 +regular supervision and control over these sales + +326 +00:21:44,880 --> 00:21:47,800 +agents while he or she is selling on behalf of us? + +327 +00:21:48,100 --> 00:21:51,740 +Of course not. So, if the product is simple and + +328 +00:21:51,740 --> 00:21:53,660 +easy and doesn't require enough undetailed + +329 +00:21:53,660 --> 00:21:57,160 +knowledge and technical issues, then this is + +330 +00:21:57,160 --> 00:22:00,480 +another sign which encourages you to sign a + +331 +00:22:00,480 --> 00:22:04,400 +contract with CSEGEM. But if the product is + +332 +00:22:04,400 --> 00:22:08,200 +complex, if the product is sensitive, if the + +333 +00:22:08,200 --> 00:22:11,180 +product requires technical knowledge, enough + +334 +00:22:11,180 --> 00:22:14,420 +attention, quick follow-up and so on and + +335 +00:22:14,420 --> 00:22:18,180 +expensive, then we should not trust anybody, even + +336 +00:22:19,100 --> 00:22:24,800 +the sales agents, even the sales agents. The final + +337 +00:22:24,800 --> 00:22:27,920 +issue which we should think about is market + +338 +00:22:27,920 --> 00:22:32,020 +conditions. The market conditions here, they are + +339 +00:22:32,020 --> 00:22:39,560 +various. We are talking about 10 market conditions + +340 +00:22:39,560 --> 00:22:43,900 +which encourage us to sign and deal with sales + +341 +00:22:43,900 --> 00:22:47,670 +agents. We are talking about 10 conditions. And + +342 +00:22:47,670 --> 00:22:49,950 +this is very important. We will talk about it + +343 +00:22:49,950 --> 00:22:52,130 +after a while in a very detailed way. It's very + +344 +00:22:52,130 --> 00:22:54,510 +important. Haneen, your question? Before when we + +345 +00:22:54,510 --> 00:22:56,750 +have said that we use the need behind using the + +346 +00:22:56,750 --> 00:22:59,110 +agents is the complexity of the product and that + +347 +00:22:59,110 --> 00:23:01,430 +requires deep knowledge. And after this, after + +348 +00:23:01,430 --> 00:23:04,930 +that, we have said that if the product is complex, + +349 +00:23:05,050 --> 00:23:06,450 +we shouldn't use them. There is some + +350 +00:23:06,450 --> 00:23:09,810 +contradiction. No, no, no. There isn't any + +351 +00:23:09,810 --> 00:23:14,950 +contradiction. Listen. Give me a chance to look or + +352 +00:23:14,950 --> 00:23:17,510 +to review or to explain to you the marketing + +353 +00:23:17,510 --> 00:23:22,090 +conditions which prefer, which favor to deal with + +354 +00:23:22,090 --> 00:23:24,390 +independent agents and later on everything is + +355 +00:23:24,390 --> 00:23:28,630 +going to be clearer. Now listen, number one, if + +356 +00:23:28,630 --> 00:23:32,390 +the market is fragmented and you cannot reach the + +357 +00:23:32,390 --> 00:23:34,890 +customers and also you do not understand the + +358 +00:23:34,890 --> 00:23:39,290 +customers then who is understanding them? The + +359 +00:23:39,290 --> 00:23:44,200 +agents. So try to work with him or her. Because + +360 +00:23:44,200 --> 00:23:47,100 +this agent is going to be the bridge which is + +361 +00:23:47,100 --> 00:23:49,820 +going to connect between your sales agency and the + +362 +00:23:49,820 --> 00:23:53,400 +market and the customers. So is this a marketing + +363 +00:23:53,400 --> 00:23:56,780 +condition which prefers or encourages dealing with + +364 +00:23:56,780 --> 00:24:01,700 +agents? Yes. Another condition, buying is + +365 +00:24:01,700 --> 00:24:07,620 +decentralized. In other words, the decision of the + +366 +00:24:07,620 --> 00:24:10,580 +buyer to buy from your goods and products isn't + +367 +00:24:10,580 --> 00:24:14,110 +complicated. which doesn't require in advance + +368 +00:24:14,110 --> 00:24:18,210 +approval. So if you are talking about simple + +369 +00:24:18,210 --> 00:24:23,110 +Haneen, simple cheap products, then sales agents + +370 +00:24:23,110 --> 00:24:26,710 +are the best to help you to sell. A third + +371 +00:24:26,710 --> 00:24:29,790 +condition, local knowledge and local distribution + +372 +00:24:29,790 --> 00:24:35,050 +is important. If your sales agency doesn't have + +373 +00:24:35,870 --> 00:24:40,190 +enough local knowledge, doesn't have enough local + +374 +00:24:40,190 --> 00:24:44,470 +distribution tools, then we need a stick to help + +375 +00:24:44,470 --> 00:24:48,990 +us to guide our own way, then this stick is going + +376 +00:24:48,990 --> 00:24:53,650 +to be the agent. A fourth condition if the company + +377 +00:24:53,650 --> 00:24:57,070 +is selling only a few products, In other words, + +378 +00:24:57,750 --> 00:25:00,630 +our products are very limited. We are talking + +379 +00:25:00,630 --> 00:25:04,050 +about up to 10 kinds or types of products. Then + +380 +00:25:04,050 --> 00:25:07,550 +it's very easy to throw them away to agents. + +381 +00:25:08,770 --> 00:25:11,510 +Condition number six, there is a good potential + +382 +00:25:11,510 --> 00:25:17,570 +sales agency who has significant expertise. If you + +383 +00:25:17,570 --> 00:25:20,510 +feel that your agent is enjoying a huge expertise, + +384 +00:25:20,870 --> 00:25:24,310 +then why we shouldn't deal and learn from them? + +385 +00:25:26,020 --> 00:25:29,200 +two things we are going to get first we are going + +386 +00:25:29,200 --> 00:25:32,420 +to increase our sales volume and second we will + +387 +00:25:32,420 --> 00:25:36,040 +learn from them so go on and sign a contract with + +388 +00:25:36,040 --> 00:25:41,420 +independent sales agent condition number seven the + +389 +00:25:41,420 --> 00:25:45,460 +company isn't well known your company is poor your + +390 +00:25:45,460 --> 00:25:49,160 +company is an initiating company it isn't very + +391 +00:25:49,160 --> 00:25:52,850 +popular nobody knows about it in the market. Then + +392 +00:25:52,850 --> 00:25:55,910 +we need somebody who is going to back us up, + +393 +00:25:58,330 --> 00:26:03,490 +support us to be more popular and to stand on our + +394 +00:26:03,490 --> 00:26:06,870 +feet. Who is going to be this thing? The agents. + +395 +00:26:07,790 --> 00:26:11,650 +Because remember agents are known and agents are + +396 +00:26:11,650 --> 00:26:14,250 +familiar and they know everything and everybody or + +397 +00:26:14,250 --> 00:26:16,510 +every customer within the market, they know them. + +398 +00:26:17,570 --> 00:26:19,530 +So once again they are going to be the window + +399 +00:26:19,530 --> 00:26:22,050 +through which we are going to increase our own + +400 +00:26:22,050 --> 00:26:26,650 +publicity. As eight condition or seven condition + +401 +00:26:26,650 --> 00:26:29,170 +products are easily understood commodities that + +402 +00:26:29,170 --> 00:26:34,450 +have been around for a long time. They are what? + +403 +00:26:34,850 --> 00:26:38,130 +Easily understood commodities. If they are easily + +404 +00:26:38,130 --> 00:26:42,390 +understood commodities, And they are stocked in + +405 +00:26:42,390 --> 00:26:45,350 +our stores for a long time. Remember this + +406 +00:26:45,350 --> 00:26:49,140 +situation is a losing situation. because it is + +407 +00:26:49,140 --> 00:26:53,340 +occupying space within our own stores. So we + +408 +00:26:53,340 --> 00:26:57,380 +should hurry up to get rid of them. How? By + +409 +00:26:57,380 --> 00:27:01,100 +throwing them over the shoulder of the agents who + +410 +00:27:01,100 --> 00:27:05,340 +give them or her the work to sell. Also, if you + +411 +00:27:05,340 --> 00:27:08,360 +are talking about short life cycle of these goods + +412 +00:27:08,360 --> 00:27:12,140 +and products, like the food and the drink, If they + +413 +00:27:12,140 --> 00:27:15,460 +are having short life cycle, then they might be + +414 +00:27:15,460 --> 00:27:19,980 +expired in a very soon way. So what should we do? + +415 +00:27:20,540 --> 00:27:23,480 +Once again, through the work over the shoulder of + +416 +00:27:23,480 --> 00:27:26,720 +agents. Also, it isn't necessary to tightly + +417 +00:27:26,720 --> 00:27:30,660 +control the selling effort. This is the effort. + +418 +00:27:30,920 --> 00:27:34,860 +It's remembering us with the control. Exactly. For + +419 +00:27:34,860 --> 00:27:37,400 +the final situation, ongoing support activities + +420 +00:27:37,400 --> 00:27:40,780 +are not important. In other words, it isn't + +421 +00:27:40,780 --> 00:27:43,460 +necessary for the sales agency to continue + +422 +00:27:43,460 --> 00:27:47,760 +offering and supporting the sales activities, like + +423 +00:27:47,760 --> 00:27:49,620 +if we are talking about goods and products which + +424 +00:27:49,620 --> 00:27:52,380 +are cheap and simple and so on. Does it require + +425 +00:27:52,380 --> 00:27:56,500 +our support for a long time and throughout the + +426 +00:27:56,500 --> 00:28:01,100 +process of the sales? No. So these are briefly the + +427 +00:28:01,100 --> 00:28:05,860 +10 market conditions which favor to depend on + +428 +00:28:05,860 --> 00:28:08,400 +independent sales agents. This is very important. + +429 +00:28:09,810 --> 00:28:13,670 +this is very important any question any comments + +430 +00:28:13,670 --> 00:28:20,850 +any question any comments go on now how we can + +431 +00:28:20,850 --> 00:28:24,490 +select a good sales agent three conditions must be + +432 +00:28:24,490 --> 00:28:28,790 +available condition number one this agent must + +433 +00:28:28,790 --> 00:28:32,270 +have something called ideal market focus what's + +434 +00:28:32,270 --> 00:28:36,700 +the meaning of ideal market focus exactly They + +435 +00:28:36,700 --> 00:28:40,920 +know everything about the market. They are + +436 +00:28:40,920 --> 00:28:45,520 +focusing on the market. Second, they must have + +437 +00:28:45,520 --> 00:28:47,680 +something called compatible principles. In other + +438 +00:28:47,680 --> 00:28:52,520 +words, potential. In third words, capacities. And + +439 +00:28:52,520 --> 00:28:56,440 +finally, they must have enough technical + +440 +00:28:56,440 --> 00:28:59,960 +background about the market, about its own + +441 +00:28:59,960 --> 00:29:02,460 +segmentation, about its own tendencies and so on. + +442 +00:29:03,610 --> 00:29:05,790 +So if these three conditions are available in the + +443 +00:29:05,790 --> 00:29:09,430 +character of the agents, them, he or she is the + +444 +00:29:09,430 --> 00:29:11,950 +right agent which you should sign a contract with + +445 +00:29:11,950 --> 00:29:19,790 +them. A final thing, where we can find agents? We + +446 +00:29:19,790 --> 00:29:23,490 +can find agents through five sources. Resource + +447 +00:29:23,490 --> 00:29:26,850 +number one, representative directories. The + +448 +00:29:26,850 --> 00:29:29,490 +directories here, it looks like the yellow pages. + +449 +00:29:30,490 --> 00:29:32,670 +All the names of the agents are going to be listed + +450 +00:29:32,670 --> 00:29:36,290 +down along with their names, telephone, internet, + +451 +00:29:36,490 --> 00:29:41,550 +websites and so on. A second one, we can get them + +452 +00:29:41,550 --> 00:29:44,570 +down through customer references. Some of the + +453 +00:29:44,570 --> 00:29:47,630 +customers who already dealt with the agents, they + +454 +00:29:47,630 --> 00:29:50,010 +are going to provide you with two possible + +455 +00:29:50,010 --> 00:29:52,350 +recommendations. Either they will say they are + +456 +00:29:52,350 --> 00:29:55,930 +good agents or they are bad ones. If they are + +457 +00:29:55,930 --> 00:29:58,770 +good, we can take this data and we can communicate + +458 +00:29:58,770 --> 00:30:02,010 +with them. A third one is compatible + +459 +00:30:02,010 --> 00:30:05,350 +manufacturers. Sometimes the people who are + +460 +00:30:05,350 --> 00:30:08,050 +manufacturing the products, they are going to have + +461 +00:30:08,050 --> 00:30:11,370 +a database of agents because they are using them. + +462 +00:30:12,450 --> 00:30:15,930 +So this manufacturer can provide you with enough + +463 +00:30:15,930 --> 00:30:20,590 +information about agents. A fourth resource is + +464 +00:30:20,590 --> 00:30:23,750 +references from current agents or finally the + +465 +00:30:23,750 --> 00:30:26,090 +trade shows because in every trade show they are + +466 +00:30:26,090 --> 00:30:29,070 +going to be available in the scene. Then we can + +467 +00:30:29,070 --> 00:30:31,150 +meet them face to face and we can communicate and + +468 +00:30:31,150 --> 00:30:34,510 +agree on any kind of partnership or signed + +469 +00:30:34,510 --> 00:30:38,210 +contract with them. Any question or comments about + +470 +00:30:38,210 --> 00:30:45,360 +this? Clear? Okay, this try to finish it at home + +471 +00:30:45,360 --> 00:30:48,640 +alone. Global account success is the same thing. + +472 +00:30:49,140 --> 00:30:51,120 +This is an organizational structure for Ericsson + +473 +00:30:51,120 --> 00:30:54,920 +company. Try to review it and this is review it + +474 +00:30:54,920 --> 00:30:57,640 +alone and finally by this we are saying bye bye + +475 +00:30:57,640 --> 00:31:00,440 +for chapter number six. Next time we are going to + +476 +00:31:00,440 --> 00:31:05,640 +begin with chapter seven which talks about HR, how + +477 +00:31:05,640 --> 00:31:09,560 +to select and recruit good salesperson. Any + +478 +00:31:09,560 --> 00:31:14,890 +question or comments about this? Listen one final + +479 +00:31:14,890 --> 00:31:18,190 +thing December 10th is going to be your chance to + +480 +00:31:18,190 --> 00:31:22,430 +present your project projects December 10th + +481 +00:31:22,430 --> 00:31:26,910 +December 10th is the due time to give me your + +482 +00:31:26,910 --> 00:31:29,510 +assigned project. Also, we are going to listen to + +483 +00:31:29,510 --> 00:31:34,950 +your own presentation Machi By this we are + +484 +00:31:34,950 --> 00:31:36,350 +finishing this class. Thank you + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..be4c52a3638263c404179fc594a79229c16730b3 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4898, "start": 20.84, "end": 48.98, "text": " Okay listen, today Inshallah we are going to finalize chapter number six. 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It might be a final big question in the final exam. It might be. Okay, we are going to talk about these two things. So now we would like to welcome Miss Salah who is going to explain in a very detailed way about telemarketing or telemarketing. 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Let's talk about the role of the internet. Now, the internet, is it a challenge? It is a challenge now, for various reasons. And it says as Johnson now, it must be subscribed to internet services regularly throughout the year. Second, we must hire IT technicians. Why? 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For example, WhatsApp or WhatsApp, like this now. What else also? Viber also. Tango. All of them they are free now.", "tokens": [12548, 11, 586, 321, 366, 1417, 466, 1737, 4705, 4304, 25451, 8758, 9590, 13, 1171, 1365, 11, 30513, 420, 30513, 11, 411, 341, 586, 13, 708, 1646, 611, 30, 691, 5331, 611, 13, 314, 17150, 13, 1057, 295, 552, 436, 366, 1737, 586, 13], "avg_logprob": -0.2836805582046509, "compression_ratio": 1.3475177304964538, "no_speech_prob": 0.0, "words": [{"start": 826.87, "end": 827.53, "word": " Third,", "probability": 0.85205078125}, {"start": 828.69, "end": 829.07, "word": " now", "probability": 0.91552734375}, {"start": 829.07, "end": 829.25, "word": " we", "probability": 0.9453125}, {"start": 829.25, "end": 829.39, "word": " are", "probability": 0.86669921875}, {"start": 829.39, "end": 829.71, "word": " talking", "probability": 0.85009765625}, {"start": 829.71, "end": 830.01, "word": " about", "probability": 0.91650390625}, {"start": 830.01, "end": 830.53, "word": " free", "probability": 0.77587890625}, {"start": 830.53, "end": 831.27, "word": " internet", "probability": 0.8671875}, {"start": 831.27, "end": 832.09, "word": " telecommunication", "probability": 0.8098958333333334}, {"start": 832.09, "end": 832.83, "word": " networks.", "probability": 0.87890625}, {"start": 834.27, "end": 834.47, "word": " For", "probability": 0.94384765625}, {"start": 834.47, "end": 834.99, "word": " example,", "probability": 0.9736328125}, {"start": 835.49, "end": 835.75, "word": " WhatsApp", "probability": 0.363525390625}, {"start": 835.75, "end": 836.39, "word": " or", "probability": 0.33935546875}, {"start": 836.39, "end": 836.65, "word": " WhatsApp,", "probability": 0.349853515625}, {"start": 837.57, "end": 837.77, "word": " like", "probability": 0.82177734375}, {"start": 837.77, "end": 837.95, "word": " this", "probability": 0.92822265625}, {"start": 837.95, "end": 838.23, "word": " now.", "probability": 0.9140625}, {"start": 838.87, "end": 839.07, "word": " What", "probability": 0.79150390625}, {"start": 839.07, "end": 839.31, "word": " else", "probability": 0.91259765625}, {"start": 839.31, "end": 839.75, "word": " also?", "probability": 0.74462890625}, {"start": 840.31, "end": 840.97, "word": " Viber", "probability": 0.94140625}, {"start": 840.97, "end": 841.85, "word": " also.", "probability": 0.412353515625}, {"start": 842.73, "end": 843.39, "word": " Tango.", "probability": 0.78369140625}, {"start": 843.71, "end": 843.93, "word": " All", "probability": 0.96337890625}, {"start": 843.93, "end": 844.05, "word": " of", "probability": 0.9716796875}, {"start": 844.05, "end": 844.17, "word": " them", "probability": 0.89111328125}, {"start": 844.17, "end": 844.29, "word": " they", "probability": 0.311279296875}, {"start": 844.29, "end": 844.41, "word": " are", "probability": 0.92138671875}, {"start": 844.41, "end": 844.61, "word": " free", "probability": 0.927734375}, {"start": 844.61, "end": 844.95, "word": " now.", "probability": 0.94677734375}], "temperature": 1.0}, {"id": 32, "seek": 87372, "start": 845.84, "end": 873.72, "text": " In other words, you can communicate and phone any person who is going to be a member within this network, even if he is in USA, United Arab Emirates, Egypt, Africa or whatever. And none, neither the phoner nor the recipient will charge with any penny. Because of this, we are talking about huge possibilities, huge capacities, which these agencies can utilize from this internet.", "tokens": [682, 661, 2283, 11, 291, 393, 7890, 293, 2593, 604, 954, 567, 307, 516, 281, 312, 257, 4006, 1951, 341, 3209, 11, 754, 498, 415, 307, 294, 10827, 11, 2824, 8625, 38426, 1024, 11, 9582, 11, 7349, 420, 2035, 13, 400, 6022, 11, 9662, 264, 903, 32949, 6051, 264, 26216, 486, 4602, 365, 604, 24178, 13, 1436, 295, 341, 11, 321, 366, 1417, 466, 2603, 12178, 11, 2603, 39396, 11, 597, 613, 9504, 393, 16117, 490, 341, 4705, 13], "avg_logprob": -0.19345702622085809, "compression_ratio": 1.5573770491803278, "no_speech_prob": 0.0, "words": [{"start": 845.84, "end": 846.06, "word": " In", "probability": 0.81591796875}, {"start": 846.06, "end": 846.3, "word": " other", "probability": 0.896484375}, {"start": 846.3, "end": 846.7, "word": " words,", "probability": 0.89892578125}, {"start": 846.84, "end": 846.9, "word": " you", "probability": 0.9384765625}, {"start": 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874.51, "end": 897.13, "text": " But why we consider it to be challenging? We need enough and healthy infrastructure. We need a qualified IT team to follow up and to maintain any things if we are going to encounter any problems while we are in the middle of phone conversations with our own prospects or customers. Any questions or comments about this?", "tokens": [583, 983, 321, 1949, 309, 281, 312, 7595, 30, 492, 643, 1547, 293, 4627, 6896, 13, 492, 643, 257, 15904, 6783, 1469, 281, 1524, 493, 293, 281, 6909, 604, 721, 498, 321, 366, 516, 281, 8593, 604, 2740, 1339, 321, 366, 294, 264, 2808, 295, 2593, 7315, 365, 527, 1065, 32933, 420, 4581, 13, 2639, 1651, 420, 3053, 466, 341, 30], "avg_logprob": -0.19543850782417482, "compression_ratio": 1.509433962264151, "no_speech_prob": 0.0, "words": [{"start": 874.51, "end": 874.95, "word": " But", "probability": 0.6748046875}, {"start": 874.95, "end": 875.43, "word": " why", "probability": 0.78173828125}, {"start": 875.43, "end": 875.61, "word": " we", "probability": 0.5263671875}, {"start": 875.61, "end": 875.93, "word": " consider", "probability": 0.84228515625}, {"start": 875.93, "end": 876.07, "word": " it", "probability": 0.92626953125}, {"start": 876.07, "end": 876.15, "word": " to", "probability": 0.9404296875}, {"start": 876.15, "end": 876.25, 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Let's talk about the second part of today's class. We are going to talk about independent sales agents. Now listen, independent sales agents, they are not employees and they are not receiving regular salaries like the ordinary sales person or sales staff members.", "tokens": [961, 311, 1286, 322, 586, 13, 961, 311, 751, 466, 264, 1150, 644, 295, 965, 311, 1508, 13, 492, 366, 516, 281, 751, 466, 6695, 5763, 12554, 13, 823, 2140, 11, 6695, 5763, 12554, 11, 436, 366, 406, 6619, 293, 436, 366, 406, 10040, 3890, 35057, 411, 264, 10547, 5763, 954, 420, 5763, 3525, 2679, 13], "avg_logprob": -0.2424616165328444, "compression_ratio": 1.6647058823529413, "no_speech_prob": 0.0, "words": [{"start": 898.09, "end": 898.49, "word": " Let's", "probability": 0.7247314453125}, {"start": 898.49, "end": 898.73, "word": " move", "probability": 0.77734375}, {"start": 898.73, "end": 898.99, "word": " on", "probability": 0.9443359375}, {"start": 898.99, "end": 899.37, "word": " now.", "probability": 0.44140625}, {"start": 899.43, "end": 899.67, "word": " Let's", "probability": 0.92626953125}, {"start": 899.67, 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Then they are not enjoying anything from what is called ownership or physical possession from the products or goods. How are we going to compensate them? We are going to compensate them by commission.", "tokens": [294, 257, 2685, 39872, 2142, 13, 1396, 436, 366, 406, 9929, 1340, 490, 437, 307, 1219, 15279, 420, 4001, 20935, 490, 264, 3383, 420, 10179, 13, 1012, 366, 321, 516, 281, 29458, 552, 30, 492, 366, 516, 281, 29458, 552, 538, 9221, 13], "avg_logprob": -0.16468394547700882, "compression_ratio": 1.5526315789473684, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 946.82, "end": 947.18, "word": " in", "probability": 0.52880859375}, {"start": 947.18, "end": 947.66, "word": " a", "probability": 0.77880859375}, {"start": 947.66, "end": 948.34, "word": " specific", "probability": 0.90380859375}, {"start": 948.34, "end": 949.22, "word": " geographical", "probability": 0.90185546875}, {"start": 949.22, "end": 949.72, "word": " market.", "probability": 0.77099609375}, {"start": 951.44, "end": 952.16, "word": " Then", "probability": 0.71728515625}, {"start": 952.16, "end": 953.16, "word": " they", "probability": 0.65576171875}, {"start": 953.16, "end": 953.44, "word": " are", "probability": 0.90673828125}, {"start": 953.44, "end": 953.72, "word": " not", "probability": 0.94140625}, {"start": 953.72, "end": 954.38, "word": " enjoying", "probability": 0.81494140625}, {"start": 954.38, "end": 955.02, "word": " anything", "probability": 0.8388671875}, {"start": 955.02, "end": 955.3, "word": " from", "probability": 0.85107421875}, {"start": 955.3, "end": 955.48, "word": " what", "probability": 0.86181640625}, {"start": 955.48, "end": 955.62, "word": " is", "probability": 0.9267578125}, {"start": 955.62, "end": 955.92, "word": " called", "probability": 0.90185546875}, {"start": 955.92, "end": 956.44, "word": " ownership", "probability": 0.82958984375}, {"start": 956.44, "end": 957.02, "word": " or", "probability": 0.8984375}, {"start": 957.02, "end": 957.54, "word": " physical", "probability": 0.7802734375}, {"start": 957.54, "end": 958.46, "word": " possession", "probability": 0.78662109375}, {"start": 958.46, "end": 959.34, "word": " from", "probability": 0.74609375}, {"start": 959.34, "end": 959.56, "word": " the", "probability": 0.80615234375}, {"start": 959.56, "end": 959.98, "word": " products", "probability": 0.77587890625}, {"start": 959.98, "end": 960.2, "word": " or", "probability": 0.9521484375}, {"start": 960.2, "end": 960.44, "word": " goods.", "probability": 0.89306640625}, {"start": 962.14, "end": 962.38, "word": " How", "probability": 0.92724609375}, {"start": 962.38, "end": 962.54, "word": " are", "probability": 0.5830078125}, {"start": 962.54, "end": 962.54, "word": " we", "probability": 0.94580078125}, {"start": 962.54, "end": 962.86, "word": " going", "probability": 0.93896484375}, {"start": 962.86, "end": 963.0, "word": " to", "probability": 0.9765625}, {"start": 963.0, "end": 963.36, "word": " compensate", "probability": 0.94873046875}, {"start": 963.36, "end": 963.72, "word": " them?", "probability": 0.88134765625}, {"start": 963.84, "end": 963.98, "word": " We", "probability": 0.85693359375}, {"start": 963.98, "end": 964.14, "word": " are", "probability": 0.904296875}, {"start": 964.14, "end": 964.36, "word": " going", "probability": 0.9482421875}, {"start": 964.36, "end": 964.5, "word": " to", "probability": 0.9775390625}, {"start": 964.5, "end": 964.84, "word": " compensate", "probability": 0.9443359375}, {"start": 964.84, "end": 965.2, "word": " them", "probability": 0.88330078125}, {"start": 965.2, "end": 965.58, "word": " by", "probability": 0.95556640625}, {"start": 965.58, "end": 966.1, "word": " commission.", "probability": 0.9072265625}], "temperature": 1.0}, {"id": 37, "seek": 98995, "start": 967.41, "end": 989.95, "text": " For this commission, we are not talking about fixed percentage of commission. Sometimes it is going to be up and sometimes it is going to be down according to the sales volume which this independent sales agent will succeed in selling. So the more sales he is going to achieve, the more commission he will get. And the vice versa is correct.", "tokens": [1171, 341, 9221, 11, 321, 366, 406, 1417, 466, 6806, 9668, 295, 9221, 13, 4803, 309, 307, 516, 281, 312, 493, 293, 2171, 309, 307, 516, 281, 312, 760, 4650, 281, 264, 5763, 5523, 597, 341, 6695, 5763, 9461, 486, 7754, 294, 6511, 13, 407, 264, 544, 5763, 415, 307, 516, 281, 4584, 11, 264, 544, 9221, 415, 486, 483, 13, 400, 264, 11964, 25650, 307, 3006, 13], "avg_logprob": -0.20210597826086957, "compression_ratio": 1.7538461538461538, "no_speech_prob": 0.0, "words": [{"start": 967.41, "end": 967.65, "word": " For", "probability": 0.2568359375}, {"start": 967.65, "end": 967.89, "word": " this", "probability": 0.86279296875}, {"start": 967.89, "end": 968.31, "word": " commission,", "probability": 0.94775390625}, {"start": 968.51, "end": 968.57, "word": " we", "probability": 0.93017578125}, {"start": 968.57, "end": 968.67, "word": " are", "probability": 0.83984375}, {"start": 968.67, "end": 968.85, "word": " not", "probability": 0.9375}, {"start": 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Independent sales agents are hired to perform selling function. They are not employees. In other words, their names are not listed in the payroll system. They are not receiving regular salaries. But independent businesses given exclusive contracts to perform selling function within specific geographic areas or markets.", "tokens": [407, 11, 718, 311, 2408, 493, 13, 40310, 5763, 12554, 366, 13144, 281, 2042, 6511, 2445, 13, 814, 366, 406, 6619, 13, 682, 661, 2283, 11, 641, 5288, 366, 406, 10052, 294, 264, 36873, 1185, 13, 814, 366, 406, 10040, 3890, 35057, 13, 583, 6695, 6011, 2212, 13005, 13952, 281, 2042, 6511, 2445, 1951, 2685, 32318, 3179, 420, 8383, 13], "avg_logprob": -0.18084016002592493, "compression_ratio": 1.645631067961165, "no_speech_prob": 0.0, "words": [{"start": 990.93, "end": 991.23, "word": " So,", "probability": 0.67529296875}, {"start": 991.39, "end": 991.47, "word": " let's", "probability": 0.909423828125}, {"start": 991.47, "end": 991.65, "word": " sum", "probability": 0.9404296875}, {"start": 991.65, "end": 991.91, "word": " up.", "probability": 0.962890625}, {"start": 992.47, "end": 992.97, "word": " Independent", "probability": 0.884765625}, {"start": 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This can be represented by this. If you are going to talk about independent agents, this is the independent agents or this is the break-even sales. We said what's the meaning of a break-even? 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Somebody is going to say this isn't clear. Let's give example.", "tokens": [583, 498, 428, 10179, 293, 3383, 366, 2199, 11, 436, 366, 1858, 11, 293, 436, 360, 406, 3651, 1547, 32675, 420, 1524, 12, 1010, 490, 428, 2237, 11, 550, 1465, 257, 4364, 365, 5763, 12554, 567, 976, 796, 420, 720, 264, 2931, 281, 3607, 322, 9490, 295, 291, 13, 13463, 307, 516, 281, 584, 341, 1943, 380, 1850, 13, 961, 311, 976, 1365, 13], "avg_logprob": -0.28365384615384615, "compression_ratio": 1.5051546391752577, "no_speech_prob": 0.0, "words": [{"start": 1259.73, "end": 1260.21, "word": " But", "probability": 0.61474609375}, {"start": 1260.21, "end": 1260.69, "word": " if", "probability": 0.68994140625}, {"start": 1260.69, "end": 1260.89, "word": " your", "probability": 0.86962890625}, {"start": 1260.89, "end": 1261.17, "word": " goods", "probability": 0.8720703125}, {"start": 1261.17, "end": 1261.37, "word": " and", "probability": 0.80810546875}, {"start": 1261.37, "end": 1261.91, "word": " products", "probability": 0.75244140625}, {"start": 1261.91, 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What does that mean canned food? Canned food as a product. Is it a product which is very complicated? Is it a product which requires regular supervision and control over these sales agents while he or she is selling on behalf of us? Of course not.", "tokens": [1222, 420, 286, 362, 257, 5763, 7934, 420, 5763, 2237, 11, 293, 341, 307, 3143, 11, 1080, 1065, 1606, 307, 365, 36462, 1755, 13, 708, 775, 300, 914, 36462, 1755, 30, 1664, 9232, 1755, 382, 257, 1674, 13, 1119, 309, 257, 1674, 597, 307, 588, 6179, 30, 1119, 309, 257, 1674, 597, 7029, 3890, 32675, 293, 1969, 670, 613, 5763, 12554, 1339, 415, 420, 750, 307, 6511, 322, 9490, 295, 505, 30, 2720, 1164, 406, 13], "avg_logprob": -0.2159090909090909, "compression_ratio": 1.650943396226415, "no_speech_prob": 0.0, "words": [{"start": 1283.68, "end": 1284.2, "word": " My", "probability": 0.334228515625}, {"start": 1284.2, "end": 1284.48, "word": " or", "probability": 0.60498046875}, {"start": 1284.48, "end": 1284.7, "word": " I", "probability": 0.95458984375}, {"start": 1284.7, "end": 1284.98, "word": " have", "probability": 0.9462890625}, {"start": 1284.98, "end": 1285.14, "word": " a", "probability": 0.9482421875}, {"start": 1285.14, "end": 1285.26, "word": " sales", 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But if the product is complex, if the product is sensitive, if the product requires technical knowledge, enough attention, quick follow-up and so on and expensive, then we should not trust anybody, even", "tokens": [407, 11, 498, 264, 1674, 307, 2199, 293, 1858, 293, 1177, 380, 3651, 1547, 674, 302, 24731, 3601, 293, 6191, 2663, 11, 550, 341, 307, 1071, 1465, 597, 28071, 291, 281, 1465, 257, 4364, 365, 9460, 36, 38, 6683, 13, 583, 498, 264, 1674, 307, 3997, 11, 498, 264, 1674, 307, 9477, 11, 498, 264, 1674, 7029, 6191, 3601, 11, 1547, 3202, 11, 1702, 1524, 12, 1010, 293, 370, 322, 293, 5124, 11, 550, 321, 820, 406, 3361, 4472, 11, 754], "avg_logprob": -0.2198932977711282, "compression_ratio": 1.7180616740088106, "no_speech_prob": 0.0, "words": [{"start": 1310.0, "end": 1310.3, "word": " So,", "probability": 0.75146484375}, {"start": 1310.42, "end": 1310.46, "word": " if", "probability": 0.89404296875}, {"start": 1310.46, "end": 1310.6, "word": " the", "probability": 0.88720703125}, 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The final issue which we should think about is market conditions. The market conditions here, they are various. We are talking about 10 market conditions which encourage us to sign and deal with sales agents. We are talking about 10 conditions.", "tokens": [264, 5763, 12554, 11, 754, 264, 5763, 12554, 13, 440, 2572, 2734, 597, 321, 820, 519, 466, 307, 2142, 4487, 13, 440, 2142, 4487, 510, 11, 436, 366, 3683, 13, 492, 366, 1417, 466, 1266, 2142, 4487, 597, 5373, 505, 281, 1465, 293, 2028, 365, 5763, 12554, 13, 492, 366, 1417, 466, 1266, 4487, 13], "avg_logprob": -0.22586495216403688, "compression_ratio": 1.9066666666666667, "no_speech_prob": 0.0, "words": [{"start": 1339.1, "end": 1339.56, "word": " the", "probability": 0.248046875}, {"start": 1339.56, "end": 1339.78, "word": " sales", "probability": 0.97412109375}, {"start": 1339.78, "end": 1340.14, "word": " agents,", "probability": 0.890625}, {"start": 1340.94, "end": 1341.34, "word": " even", "probability": 0.8388671875}, {"start": 1341.34, "end": 1342.42, "word": " the", "probability": 0.85546875}, {"start": 1342.42, "end": 1342.72, "word": " sales", "probability": 0.9296875}, {"start": 1342.72, "end": 1343.12, "word": " agents.", "probability": 0.88671875}, {"start": 1343.74, "end": 1344.42, "word": " The", "probability": 0.8486328125}, {"start": 1344.42, "end": 1344.8, "word": " final", "probability": 0.9462890625}, {"start": 1344.8, "end": 1345.14, "word": " issue", "probability": 0.92724609375}, {"start": 1345.14, "end": 1345.34, "word": " which", "probability": 0.78125}, {"start": 1345.34, "end": 1345.5, "word": " we", "probability": 0.94384765625}, {"start": 1345.5, "end": 1345.64, "word": " should", "probability": 0.9609375}, {"start": 1345.64, "end": 1345.9, "word": " think", "probability": 0.90869140625}, {"start": 1345.9, "end": 1346.22, "word": " about", "probability": 0.9091796875}, {"start": 1346.22, "end": 1346.62, "word": " is", "probability": 0.93408203125}, {"start": 1346.62, "end": 1347.92, "word": " market", "probability": 0.7451171875}, {"start": 1347.92, "end": 1348.6, "word": " conditions.", "probability": 0.86572265625}, {"start": 1350.02, "end": 1350.22, "word": " The", "probability": 0.54833984375}, {"start": 1350.22, "end": 1350.6, "word": " market", "probability": 0.87451171875}, {"start": 1350.6, "end": 1351.2, "word": " conditions", "probability": 0.876953125}, {"start": 1351.2, "end": 1351.58, "word": " here,", "probability": 0.63134765625}, {"start": 1351.72, "end": 1351.82, "word": " they", "probability": 0.8037109375}, {"start": 1351.82, "end": 1352.02, "word": " are", "probability": 0.9326171875}, {"start": 1352.02, "end": 1352.74, "word": " various.", "probability": 0.935546875}, {"start": 1354.5, "end": 1355.26, "word": " We", "probability": 0.51025390625}, {"start": 1355.26, "end": 1356.48, "word": " are", "probability": 0.91455078125}, {"start": 1356.48, "end": 1356.76, "word": " talking", "probability": 0.8623046875}, {"start": 1356.76, "end": 1357.1, "word": " about", "probability": 0.91455078125}, {"start": 1357.1, "end": 1357.68, "word": " 10", "probability": 0.515625}, {"start": 1357.68, "end": 1358.94, "word": " market", "probability": 0.892578125}, {"start": 1358.94, "end": 1359.56, "word": " conditions", "probability": 0.876953125}, {"start": 1359.56, "end": 1360.56, "word": " which", "probability": 0.7421875}, {"start": 1360.56, "end": 1361.02, "word": " encourage", "probability": 0.6650390625}, {"start": 1361.02, "end": 1361.34, "word": " us", "probability": 0.93359375}, {"start": 1361.34, "end": 1361.84, "word": " to", "probability": 0.97021484375}, {"start": 1361.84, "end": 1363.08, "word": " sign", "probability": 0.90283203125}, {"start": 1363.08, "end": 1363.36, "word": " and", "probability": 0.91162109375}, {"start": 1363.36, "end": 1363.54, "word": " deal", "probability": 0.966796875}, {"start": 1363.54, "end": 1363.7, "word": " with", "probability": 0.89990234375}, {"start": 1363.7, "end": 1363.9, "word": " sales", "probability": 0.91455078125}, {"start": 1363.9, "end": 1364.22, "word": " agents.", "probability": 0.90966796875}, {"start": 1365.08, "end": 1365.36, "word": " We", "probability": 0.943359375}, {"start": 1365.36, "end": 1365.46, "word": " are", "probability": 0.92919921875}, {"start": 1365.46, "end": 1365.72, "word": " talking", "probability": 0.8544921875}, {"start": 1365.72, "end": 1365.96, "word": " about", "probability": 0.91357421875}, {"start": 1365.96, "end": 1366.14, "word": " 10", "probability": 0.888671875}, {"start": 1366.14, "end": 1366.56, "word": " conditions.", "probability": 0.89453125}], "temperature": 1.0}, {"id": 52, "seek": 139109, "start": 1367.41, "end": 1391.09, "text": " And this is very important. We will talk about it after a while in a very detailed way. It's very important. Haneen, your question? Before when we have said that we use the need behind using the agents is the complexity of the product and that requires deep knowledge. And after this, after that, we have said that if the product is complex, we shouldn't use them. There is some contradiction. No, no, no. There isn't any contradiction. 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Now listen, number one, if the market is fragmented and you cannot reach the customers and also you do not understand the customers then who is understanding them? The agents. 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So is this a marketing condition which prefers or encourages dealing with agents? Yes. Another condition, buying is decentralized. 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So if you are talking about simple Haneen, simple cheap products, then sales agents are the best to help you to sell. A third condition, local knowledge and local distribution is important. If your sales agency doesn't have", "tokens": [597, 1177, 380, 3651, 294, 7295, 13317, 13, 407, 498, 291, 366, 1417, 466, 2199, 389, 1929, 268, 11, 2199, 7084, 3383, 11, 550, 5763, 12554, 366, 264, 1151, 281, 854, 291, 281, 3607, 13, 316, 2636, 4188, 11, 2654, 3601, 293, 2654, 7316, 307, 1021, 13, 759, 428, 5763, 7934, 1177, 380, 362], "avg_logprob": -0.21747159524397416, "compression_ratio": 1.4916201117318435, "no_speech_prob": 0.0, "words": [{"start": 1452.19, "end": 1452.47, "word": " which", "probability": 0.46875}, {"start": 1452.47, "end": 1452.85, "word": " doesn't", "probability": 0.82568359375}, {"start": 1452.85, "end": 1453.37, "word": " require", "probability": 0.91015625}, {"start": 1453.37, "end": 1453.67, "word": " in", "probability": 0.505859375}, {"start": 1453.67, "end": 1454.11, "word": " advance", "probability": 0.775390625}, {"start": 1454.11, "end": 1454.63, "word": " approval.", "probability": 0.91796875}, {"start": 1456.77, "end": 1456.87, "word": " So", "probability": 0.87890625}, {"start": 1456.87, "end": 1457.05, "word": " if", "probability": 0.79248046875}, {"start": 1457.05, "end": 1457.11, "word": " you", "probability": 0.900390625}, {"start": 1457.11, "end": 1457.23, "word": " are", "probability": 0.7099609375}, {"start": 1457.23, "end": 1457.51, "word": " talking", "probability": 0.83642578125}, {"start": 1457.51, "end": 1457.83, "word": " about", "probability": 0.90283203125}, {"start": 1457.83, "end": 1458.21, "word": " simple", "probability": 0.87548828125}, {"start": 1458.21, "end": 1458.73, "word": " Haneen,", "probability": 0.7024332682291666}, {"start": 1459.19, "end": 1459.59, "word": " simple", "probability": 0.89501953125}, {"start": 1459.59, "end": 1459.95, "word": " cheap", "probability": 0.5654296875}, {"start": 1459.95, "end": 1460.33, "word": " products,", "probability": 0.66162109375}, {"start": 1460.81, "end": 1461.05, "word": " then", "probability": 0.84130859375}, {"start": 1461.05, "end": 1462.77, "word": " sales", "probability": 0.8935546875}, {"start": 1462.77, "end": 1463.11, "word": " agents", "probability": 0.8515625}, {"start": 1463.11, "end": 1463.41, "word": " are", "probability": 0.93017578125}, {"start": 1463.41, "end": 1463.59, "word": " the", "probability": 0.8759765625}, {"start": 1463.59, "end": 1463.83, "word": " best", "probability": 0.916015625}, {"start": 1463.83, "end": 1463.99, "word": " to", "probability": 0.95556640625}, {"start": 1463.99, "end": 1464.19, "word": " help", "probability": 0.8916015625}, {"start": 1464.19, "end": 1464.33, "word": " you", "probability": 0.9599609375}, {"start": 1464.33, "end": 1464.51, "word": " to", "probability": 0.8486328125}, {"start": 1464.51, "end": 1464.73, "word": " sell.", "probability": 0.875}, {"start": 1466.25, "end": 1466.41, "word": " A", "probability": 0.77978515625}, {"start": 1466.41, "end": 1466.71, "word": " third", "probability": 0.92724609375}, {"start": 1466.71, "end": 1467.23, "word": " condition,", "probability": 0.9443359375}, {"start": 1468.15, "end": 1468.47, "word": " local", "probability": 0.818359375}, {"start": 1468.47, "end": 1468.87, "word": " knowledge", "probability": 0.9189453125}, {"start": 1468.87, "end": 1469.09, "word": " and", "probability": 0.9228515625}, {"start": 1469.09, "end": 1469.33, "word": " local", "probability": 0.86962890625}, {"start": 1469.33, "end": 1469.79, "word": " distribution", "probability": 0.85791015625}, {"start": 1469.79, "end": 1470.01, "word": " is", "probability": 0.89794921875}, {"start": 1470.01, "end": 1470.49, "word": " important.", "probability": 0.875}, {"start": 1471.77, "end": 1472.05, "word": " If", "probability": 0.91845703125}, {"start": 1472.05, "end": 1472.43, "word": " your", "probability": 0.865234375}, {"start": 1472.43, "end": 1472.75, "word": " sales", "probability": 0.95751953125}, {"start": 1472.75, "end": 1473.29, "word": " agency", "probability": 0.89990234375}, {"start": 1473.29, "end": 1474.53, "word": " doesn't", "probability": 0.942138671875}, {"start": 1474.53, "end": 1475.05, "word": " have", "probability": 0.9501953125}], "temperature": 1.0}, {"id": 56, "seek": 149525, "start": 1475.87, "end": 1495.25, "text": " enough local knowledge, doesn't have enough local distribution tools, then we need a stick to help us to guide our own way, then this stick is going to be the agent. A fourth condition if the company is selling only a few products,", "tokens": [1547, 2654, 3601, 11, 1177, 380, 362, 1547, 2654, 7316, 3873, 11, 550, 321, 643, 257, 2897, 281, 854, 505, 281, 5934, 527, 1065, 636, 11, 550, 341, 2897, 307, 516, 281, 312, 264, 9461, 13, 316, 6409, 4188, 498, 264, 2237, 307, 6511, 787, 257, 1326, 3383, 11], "avg_logprob": -0.18531250655651094, "compression_ratio": 1.5064935064935066, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1475.87, "end": 1476.41, "word": " enough", "probability": 0.7236328125}, {"start": 1476.41, "end": 1476.85, "word": " local", "probability": 0.80419921875}, {"start": 1476.85, "end": 1477.23, "word": " knowledge,", "probability": 0.92626953125}, {"start": 1477.87, "end": 1478.43, "word": " doesn't", "probability": 0.869873046875}, {"start": 1478.43, "end": 1478.89, "word": " have", "probability": 0.9482421875}, {"start": 1478.89, "end": 1479.79, "word": " enough", "probability": 0.81396484375}, {"start": 1479.79, "end": 1480.19, "word": " local", "probability": 0.85888671875}, {"start": 1480.19, "end": 1480.69, "word": " distribution", "probability": 0.8125}, {"start": 1480.69, "end": 1481.15, "word": " tools,", "probability": 0.8603515625}, {"start": 1481.53, "end": 1481.81, "word": " then", "probability": 0.85546875}, {"start": 1481.81, "end": 1482.63, "word": " we", "probability": 0.8916015625}, {"start": 1482.63, "end": 1482.87, "word": " need", "probability": 0.91357421875}, {"start": 1482.87, "end": 1483.05, "word": " a", "probability": 0.8857421875}, {"start": 1483.05, "end": 1483.29, "word": " stick", "probability": 0.96435546875}, {"start": 1483.29, "end": 1484.21, "word": " to", "probability": 0.88623046875}, {"start": 1484.21, "end": 1484.47, "word": " help", "probability": 0.869140625}, {"start": 1484.47, "end": 1484.93, "word": " us", "probability": 0.90087890625}, {"start": 1484.93, "end": 1485.75, "word": " to", "probability": 0.78271484375}, {"start": 1485.75, "end": 1486.11, "word": " guide", "probability": 0.95556640625}, {"start": 1486.11, "end": 1486.43, "word": " our", "probability": 0.888671875}, {"start": 1486.43, "end": 1486.69, "word": " own", "probability": 0.89404296875}, {"start": 1486.69, "end": 1486.97, "word": " way,", "probability": 0.94287109375}, {"start": 1487.11, "end": 1487.41, "word": " then", "probability": 0.85107421875}, {"start": 1487.41, "end": 1488.33, "word": " this", "probability": 0.904296875}, {"start": 1488.33, "end": 1488.67, "word": " stick", "probability": 0.93798828125}, {"start": 1488.67, "end": 1488.81, "word": " is", "probability": 0.9365234375}, {"start": 1488.81, "end": 1488.99, "word": " going", "probability": 0.94140625}, {"start": 1488.99, "end": 1489.13, "word": " to", "probability": 0.96728515625}, {"start": 1489.13, "end": 1489.45, "word": " be", "probability": 0.94580078125}, {"start": 1489.45, "end": 1490.19, "word": " the", "probability": 0.8642578125}, {"start": 1490.19, "end": 1490.53, "word": " agent.", "probability": 0.94140625}, {"start": 1491.69, "end": 1491.91, "word": " A", "probability": 0.81201171875}, {"start": 1491.91, "end": 1492.25, "word": " fourth", "probability": 0.921875}, {"start": 1492.25, "end": 1492.71, "word": " condition", "probability": 0.935546875}, {"start": 1492.71, "end": 1493.17, "word": " if", "probability": 0.5673828125}, {"start": 1493.17, "end": 1493.35, "word": " the", "probability": 0.8984375}, {"start": 1493.35, "end": 1493.65, "word": " company", "probability": 0.90283203125}, {"start": 1493.65, "end": 1493.87, "word": " is", "probability": 0.9013671875}, {"start": 1493.87, "end": 1494.11, "word": " selling", "probability": 0.85693359375}, {"start": 1494.11, "end": 1494.53, "word": " only", "probability": 0.919921875}, {"start": 1494.53, "end": 1494.67, "word": " a", "probability": 0.498779296875}, {"start": 1494.67, "end": 1494.75, "word": " few", "probability": 0.8994140625}, {"start": 1494.75, "end": 1495.25, "word": " products,", "probability": 0.86669921875}], "temperature": 1.0}, {"id": 57, "seek": 152431, "start": 1496.25, "end": 1524.31, "text": " In other words, our products are very limited. We are talking about up to 10 kinds or types of products. Then it's very easy to throw them away to agents. Condition number six, there is a good potential sales agency who has significant expertise. 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As eight condition or seven condition products are easily understood commodities that have been around for a long time. They are what? Easily understood commodities. 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So what should we do? Once again, through the work over the shoulder of agents. Also, it isn't necessary to tightly control the selling effort. This is the effort. It's remembering us with the control. Exactly. 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continue offering and supporting the sales activities, like if we are talking about goods and products which are cheap and simple and so on. Does it require our support for a long time and throughout the process of the sales? No. So these are briefly the 10 market conditions which favor to depend on independent sales agents. 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They are focusing on the market. Second, they must have something called compatible principles. In other words, potential. In third words, capacities. And finally, they must have enough technical background about the market, about its own segmentation, about its own tendencies and so on.", "tokens": [814, 458, 1203, 466, 264, 2142, 13, 814, 366, 8416, 322, 264, 2142, 13, 5736, 11, 436, 1633, 362, 746, 1219, 18218, 9156, 13, 682, 661, 2283, 11, 3995, 13, 682, 2636, 2283, 11, 39396, 13, 400, 2721, 11, 436, 1633, 362, 1547, 6191, 3678, 466, 264, 2142, 11, 466, 1080, 1065, 9469, 399, 11, 466, 1080, 1065, 45488, 293, 370, 322, 13], "avg_logprob": -0.19055176433175802, "compression_ratio": 1.7083333333333333, "no_speech_prob": 0.0, "words": [{"start": 1716.0599999999997, "end": 1716.6999999999998, "word": " They", "probability": 0.5}, {"start": 1716.6999999999998, "end": 1717.34, "word": " know", "probability": 0.791015625}, {"start": 1717.34, "end": 1718.24, "word": " everything", "probability": 0.9208984375}, {"start": 1718.24, "end": 1719.02, "word": " about", "probability": 0.91162109375}, {"start": 1719.02, "end": 1719.32, "word": " 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which you should sign a contract with them. A final thing, where we can find agents? We can find agents through five sources. Resource number one, representative directories. 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Sometimes the people who are manufacturing the products, they are going to have a database of agents because they are using them. 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Then we can meet them face to face and we can communicate and agree on any kind of partnership or signed contract with them. Any question or comments about this? Clear?", "tokens": [316, 6409, 7684, 307, 15400, 490, 2190, 12554, 420, 2721, 264, 4923, 3110, 570, 294, 633, 4923, 855, 436, 366, 516, 281, 312, 2435, 294, 264, 4145, 13, 1396, 321, 393, 1677, 552, 1851, 281, 1851, 293, 321, 393, 7890, 293, 3986, 322, 604, 733, 295, 9982, 420, 8175, 4364, 365, 552, 13, 2639, 1168, 420, 3053, 466, 341, 30, 14993, 30], "avg_logprob": -0.18973214522240653, "compression_ratio": 1.558252427184466, "no_speech_prob": 0.0, "words": [{"start": 1819.29, "end": 1819.51, "word": " A", "probability": 0.61865234375}, {"start": 1819.51, "end": 1819.79, "word": " fourth", "probability": 0.91357421875}, {"start": 1819.79, "end": 1820.17, "word": " resource", "probability": 0.91748046875}, {"start": 1820.17, "end": 1820.59, "word": " is", "probability": 0.88037109375}, {"start": 1820.59, "end": 1821.27, "word": " references", "probability": 0.8173828125}, {"start": 1821.27, "end": 1821.65, "word": " from", "probability": 0.87890625}, {"start": 1821.65, "end": 1821.97, 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Global account success is the same thing. This is an organizational structure for Ericsson company. Try to review it and this is review it alone and finally by this we are saying bye bye for chapter number six. Next time we are going to begin with chapter seven which talks about HR, how to select and recruit good salesperson. 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Also, we are going to listen to your own presentation Machi By this we are finishing this class. 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b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..3d7f7e08a1ceafb6f71d6557c8dfd655e4a23c70 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_postprocess.srt @@ -0,0 +1,2004 @@ +1 +00:00:21,210 --> 00:00:25,050 +Now listen, today we'll go on with chapter number + +2 +00:00:25,050 --> 00:00:31,930 +9 and let's begin today's class by two words What + +3 +00:00:31,930 --> 00:00:33,750 +are the differences between coaching and training? + +4 +00:00:34,750 --> 00:00:37,310 +This is one of the familiar questions which you + +5 +00:00:37,310 --> 00:00:41,950 +might be asked in working interview If somebody is + +6 +00:00:41,950 --> 00:00:44,070 +going to ask you what are the differences between + +7 +00:00:44,070 --> 00:00:48,490 +training and the second word which is called + +8 +00:00:48,490 --> 00:00:52,470 +coaching How you are going to distinguish between + +9 +00:00:52,470 --> 00:00:55,190 +these two differences? Do you have any idea about + +10 +00:00:55,190 --> 00:01:01,530 +that? Any idea? Ok listen, training all the time + +11 +00:01:01,530 --> 00:01:06,170 +it comes first, while coaching on the other side + +12 +00:01:06,170 --> 00:01:07,190 +it comes second. + +13 +00:01:11,770 --> 00:01:16,090 +So training is first, first step, later on if this + +14 +00:01:16,090 --> 00:01:19,470 +training is requiring us to make coaching follow + +15 +00:01:19,470 --> 00:01:23,700 +up, we can do that. but the coaching must have + +16 +00:01:23,700 --> 00:01:26,780 +something called prerequisite or this prerequisite + +17 +00:01:26,780 --> 00:01:32,300 +is going to be the training clear? a second thing + +18 +00:01:32,300 --> 00:01:35,960 +all the time the major focus when we are saying + +19 +00:01:35,960 --> 00:01:39,160 +the major focus not all the focus the major focus + +20 +00:01:39,160 --> 00:01:41,080 +of the training it is going to focus more on + +21 +00:01:41,080 --> 00:01:47,660 +theory on theory on the other side the coaching it + +22 +00:01:47,660 --> 00:01:52,300 +is focusing more on practice Are we talking about + +23 +00:01:52,300 --> 00:01:54,420 +exception cases regarding training and coaching? + +24 +00:01:54,600 --> 00:01:58,040 +Yes. There are some exceptions. In other words, + +25 +00:01:58,340 --> 00:01:59,980 +sometimes we are going to find a training which is + +26 +00:01:59,980 --> 00:02:03,500 +focusing mainly on practice. But generally, we are + +27 +00:02:03,500 --> 00:02:05,960 +talking about the general rule. The major focus of + +28 +00:02:05,960 --> 00:02:08,040 +the training is on theory, while coaching is + +29 +00:02:08,040 --> 00:02:11,940 +focusing on practice. Now listen, the goal of the + +30 +00:02:11,940 --> 00:02:13,540 +training is knowledge, + +31 +00:02:15,840 --> 00:02:19,700 +while the goal of the coaching is achievement. + +32 +00:02:22,060 --> 00:02:22,940 +Improving performance. + +33 +00:02:26,400 --> 00:02:28,320 +Because of this what did we say? It is linked + +34 +00:02:28,320 --> 00:02:33,590 +with? With the breath. So these are the major + +35 +00:02:33,590 --> 00:02:35,970 +differences between the word which is called + +36 +00:02:35,970 --> 00:02:38,690 +training and the second word which is called + +37 +00:02:38,690 --> 00:02:41,630 +coaching. Any questions or comments? Now let's go + +38 +00:02:41,630 --> 00:02:44,270 +on. So additional suggestions for coaching sales + +39 +00:02:44,270 --> 00:02:47,170 +person or sales people instead of criticizing them + +40 +00:02:47,170 --> 00:02:49,750 +all the time repeatedly tell the sales people what + +41 +00:02:49,750 --> 00:02:53,030 +you will like about their performance. So these + +42 +00:02:53,030 --> 00:02:55,590 +are some of the suggestions which you should take + +43 +00:02:55,590 --> 00:02:58,980 +into consideration if you are a sales manager. So + +44 +00:02:58,980 --> 00:03:01,160 +if you are a sales manager, how are you going to + +45 +00:03:01,160 --> 00:03:04,900 +communicate and deal with our staff members? Don't + +46 +00:03:04,900 --> 00:03:07,820 +focus mainly on the negative side, but on the + +47 +00:03:07,820 --> 00:03:11,340 +positive one. Therefore, all the time you should + +48 +00:03:11,340 --> 00:03:15,340 +focus on the things which you like about their + +49 +00:03:15,340 --> 00:03:19,160 +performance. Second, as a sales manager, help them + +50 +00:03:19,160 --> 00:03:23,290 +improve by giving them how-to advice. And this is + +51 +00:03:23,290 --> 00:03:25,150 +reminding us with the case study which we studied + +52 +00:03:25,150 --> 00:03:27,910 +two classes ago. What did we say when the + +53 +00:03:27,910 --> 00:03:29,930 +supervisor heard one of his sales staff member + +54 +00:03:29,930 --> 00:03:33,630 +raising up his voice over one of the accounts? He + +55 +00:03:33,630 --> 00:03:36,050 +provided him with instructions and advices and so + +56 +00:03:36,050 --> 00:03:39,690 +on. Third, insist that the salespeople evaluate + +57 +00:03:39,690 --> 00:03:41,890 +themselves in order to develop their evaluation or + +58 +00:03:41,890 --> 00:03:44,290 +evaluative abilities regarding their own work + +59 +00:03:44,290 --> 00:03:48,430 +habits and performance. And finally, ask questions + +60 +00:03:48,430 --> 00:03:51,310 +to ensure that salesperson is actively involved. + +61 +00:03:52,670 --> 00:03:57,150 +Ask questions to be sure that they are involved. + +62 +00:03:57,310 --> 00:03:58,930 +This is reminding us with what we are doing + +63 +00:03:58,930 --> 00:04:01,850 +sometimes in the classes. Sometimes if we are + +64 +00:04:01,850 --> 00:04:03,670 +going to look at the eyes of our students and we + +65 +00:04:03,670 --> 00:04:05,950 +are going to feel that they are lost or they are + +66 +00:04:05,950 --> 00:04:08,730 +distracted, we are going to throw them a question + +67 +00:04:08,730 --> 00:04:11,090 +to be sure if they are following us or not. + +68 +00:04:11,310 --> 00:04:13,730 +Sometimes. So these are some of the steps which + +69 +00:04:13,730 --> 00:04:15,570 +you should follow if you are going to give + +70 +00:04:15,570 --> 00:04:19,540 +coaching for say the staff member. Other groups of + +71 +00:04:19,540 --> 00:04:22,460 +suggestions make the most of resources that they + +72 +00:04:22,460 --> 00:04:24,240 +are available to you, such as special training + +73 +00:04:24,240 --> 00:04:26,720 +materials and so on. But the training material is + +74 +00:04:26,720 --> 00:04:29,540 +something very essential. In other words, what is + +75 +00:04:29,540 --> 00:04:31,360 +the message which we would like to deliver to our + +76 +00:04:31,360 --> 00:04:33,920 +trainees, to our staff members? It is a package of + +77 +00:04:33,920 --> 00:04:36,720 +training. So this package of training must be + +78 +00:04:36,720 --> 00:04:40,900 +prepared already. An agreement between you and the + +79 +00:04:40,900 --> 00:04:42,780 +salesperson should be arrived at regarding + +80 +00:04:42,780 --> 00:04:45,860 +corrective actions. Corrective actions if + +81 +00:04:45,860 --> 00:04:50,110 +something went wrong. if something is mistaken and + +82 +00:04:50,110 --> 00:04:53,590 +so on. Seven, keep records of specific standards + +83 +00:04:53,590 --> 00:04:55,570 +of performance including how performance will be + +84 +00:04:55,570 --> 00:04:58,930 +measured and by what date. Let's talk about this + +85 +00:04:58,930 --> 00:05:02,010 +now. And finally, the salesperson should be shown + +86 +00:05:02,010 --> 00:05:05,270 +these records when they are written to avoid any + +87 +00:05:05,270 --> 00:05:09,470 +misunderstandings. Now listen, let's talk about + +88 +00:05:09,470 --> 00:05:12,290 +the performance appraisal record. What's known as + +89 +00:05:12,290 --> 00:05:15,990 +performance appraisal? Evaluation. Exactly. + +90 +00:05:16,470 --> 00:05:18,990 +Performance. Appraisal. + +91 +00:05:21,910 --> 00:05:25,530 +Now, did you study in the HR how we can conduct a + +92 +00:05:25,530 --> 00:05:29,910 +performance appraisal session? Who studied HR? Now + +93 +00:05:29,910 --> 00:05:33,290 +listen, for example, I was working as a public + +94 +00:05:33,290 --> 00:05:36,390 +staff. I used to teach in a college which is + +95 +00:05:36,390 --> 00:05:39,870 +called Dir El Balah Technical College. And this + +96 +00:05:39,870 --> 00:05:42,570 +college, it is a governmental one. It is governed + +97 +00:05:42,570 --> 00:05:45,230 +and administered by the Palestinian Ministry of + +98 +00:05:45,230 --> 00:05:49,270 +Higher Education. How they used to conduct the + +99 +00:05:49,270 --> 00:05:52,650 +performance appraisal? Of course, every single + +100 +00:05:52,650 --> 00:05:55,830 +year, the supervisor has the absolute right to + +101 +00:05:55,830 --> 00:05:58,530 +evaluate your performance and to see if your + +102 +00:05:58,530 --> 00:06:00,470 +working performance is satisfactory, + +103 +00:06:01,230 --> 00:06:06,610 +unsatisfactory, outstanding, or failure. Every + +104 +00:06:06,610 --> 00:06:09,230 +single year, the supervisor used to collect the + +105 +00:06:09,230 --> 00:06:12,230 +consent reports, which are called performance + +106 +00:06:12,230 --> 00:06:14,710 +evaluation reports or performance appraisal + +107 +00:06:14,710 --> 00:06:18,260 +reports. And this supervisor used to fill them on + +108 +00:06:18,260 --> 00:06:21,820 +behalf of ourselves. And later on, he is going to + +109 +00:06:21,820 --> 00:06:24,580 +transfer these reports to General Personnel + +110 +00:06:24,580 --> 00:06:30,640 +Council. Even we didn't have the right to look or + +111 +00:06:30,640 --> 00:06:33,420 +to review what was written about you in your + +112 +00:06:33,420 --> 00:06:37,560 +performance appraisal report. Is this a healthy + +113 +00:06:37,560 --> 00:06:39,740 +way to evaluate the performances of the staff + +114 +00:06:39,740 --> 00:06:45,540 +members? Of course not. Of course not. Now, how + +115 +00:06:45,540 --> 00:06:47,760 +the performance evaluation is conducted? It is + +116 +00:06:47,760 --> 00:06:51,040 +going to be conducted according to the most up-to + +117 +00:06:51,040 --> 00:06:54,660 +-date criteria. These criteria are followed by the + +118 +00:06:54,660 --> 00:06:56,600 +Americans. How they are going to evaluate the + +119 +00:06:56,600 --> 00:07:00,020 +performance? Look at this. We are going to provide + +120 +00:07:00,020 --> 00:07:03,600 +the supervisor here. Where is Dan Lewin? + +121 +00:07:07,160 --> 00:07:10,340 +Now listen, the supervisor is going to have a copy + +122 +00:07:10,340 --> 00:07:13,820 +of the performance appraisal and this supervisor + +123 +00:07:13,820 --> 00:07:17,720 +is going to fill in this copy of the performance + +124 +00:07:17,720 --> 00:07:20,540 +appraisal about you and later on he or she will + +125 +00:07:20,540 --> 00:07:26,300 +send it to you. At the same time, the employee is + +126 +00:07:26,300 --> 00:07:28,240 +going to have a copy of the performance appraisal + +127 +00:07:28,240 --> 00:07:31,060 +about himself or herself and he is going to fill + +128 +00:07:31,060 --> 00:07:34,000 +it in and later on he is going to send it to + +129 +00:07:34,000 --> 00:07:35,660 +supervisor. + +130 +00:07:37,410 --> 00:07:40,370 +After that, they are going to conduct something + +131 +00:07:40,370 --> 00:07:43,890 +called interview. For this interview, they are + +132 +00:07:43,890 --> 00:07:47,350 +going to make a discussion. Discussion of what? + +133 +00:07:47,430 --> 00:07:50,510 +Two things. Number one, the similarities. + +134 +00:07:53,110 --> 00:07:55,790 +Or in other words, the things which both agreed on + +135 +00:07:55,790 --> 00:08:00,890 +and the differences. Or in other words, the points + +136 +00:08:00,890 --> 00:08:04,990 +which they do not agree on together, the + +137 +00:08:04,990 --> 00:08:10,920 +differences. Later on, also they are going to look + +138 +00:08:10,920 --> 00:08:14,680 +at something called logical discussion or logic. + +139 +00:08:16,380 --> 00:08:20,080 +According to this logic, everybody should justify + +140 +00:08:20,080 --> 00:08:23,720 +his conclusion or rating regarding the various + +141 +00:08:23,720 --> 00:08:26,760 +points in the performance appraisal. The one who + +142 +00:08:26,760 --> 00:08:30,640 +is going to provide evidences is the winner. Later + +143 +00:08:30,640 --> 00:08:34,940 +on, both of them are going to agree on one unified + +144 +00:08:36,220 --> 00:08:39,620 +copy of your performance appraisal the employee + +145 +00:08:39,620 --> 00:08:43,480 +himself or herself and the supervisor or both of + +146 +00:08:43,480 --> 00:08:47,880 +them will sign it both of them will sign it this + +147 +00:08:47,880 --> 00:08:51,560 +is the current methodology by which we can conduct + +148 +00:08:51,560 --> 00:08:53,940 +performance appraisal somebody is going to say is + +149 +00:08:53,940 --> 00:08:56,420 +this a good way it's very good why it's + +150 +00:08:56,420 --> 00:08:59,860 +transparent it's open it's based on logic it's + +151 +00:08:59,860 --> 00:09:03,840 +based on convincing and It is then based on force + +152 +00:09:03,840 --> 00:09:10,940 +or arbitrary power which + +153 +00:09:10,940 --> 00:09:14,320 +can + +154 +00:09:14,320 --> 00:09:17,560 +sometimes be misused by the manager or the + +155 +00:09:17,560 --> 00:09:20,620 +supervisor. Any question or comments about this? + +156 +00:09:21,340 --> 00:09:25,100 +Okay, go on. Look at this now. + +157 +00:09:28,100 --> 00:09:30,720 +A statistics were distributed to some of the + +158 +00:09:30,720 --> 00:09:33,980 +American sales persons. Some of these sales + +159 +00:09:33,980 --> 00:09:36,880 +persons, they are men and women. And some of them, + +160 +00:09:36,960 --> 00:09:38,960 +they are working according to commission base and + +161 +00:09:38,960 --> 00:09:41,300 +non-commission base. Because of this, we named + +162 +00:09:41,300 --> 00:09:45,640 +them overall. Other group of the people who filled + +163 +00:09:45,640 --> 00:09:47,620 +the survey on the questionnaire, both of them, + +164 +00:09:47,700 --> 00:09:51,480 +they were women. A final group, both of them, they + +165 +00:09:51,480 --> 00:09:53,240 +were working according to commission base + +166 +00:09:53,240 --> 00:09:57,570 +contract. This questionnaire was distributed to + +167 +00:09:57,570 --> 00:10:01,010 +them to ask them one question, which is, how the + +168 +00:10:01,010 --> 00:10:03,590 +sales managers are going to rank the causes of + +169 +00:10:03,590 --> 00:10:06,530 +plateau among salespeople. What's meaning of + +170 +00:10:06,530 --> 00:10:06,890 +plateau? + +171 +00:10:10,410 --> 00:10:13,630 +Deterioration of work, deterioration of + +172 +00:10:13,630 --> 00:10:14,230 +performance. + +173 +00:10:17,090 --> 00:10:22,820 +Listen here. They said, we are going to rank 10 + +174 +00:10:22,820 --> 00:10:26,720 +reasons, 10 causes, beginning from nuclear career + +175 +00:10:26,720 --> 00:10:32,200 +path. Second, not managed adequately. Third, + +176 +00:10:32,540 --> 00:10:35,400 +bored. Fourth, banned out. + +177 +00:10:47,700 --> 00:10:50,640 +When the employee becomes tired of his work and + +178 +00:10:50,640 --> 00:10:53,820 +does not try to perform his task and almost zero. + +179 +00:10:53,820 --> 00:10:58,840 +Good, good. So burning out, احترق وظيف means the + +180 +00:10:58,840 --> 00:11:01,520 +employee is going to do his or her own best in + +181 +00:11:01,520 --> 00:11:04,000 +work, but at the same time they will feel that + +182 +00:11:04,000 --> 00:11:07,800 +their achievement is almost zero. Is there a + +183 +00:11:07,800 --> 00:11:10,280 +contradiction between what they are feeling they + +184 +00:11:10,280 --> 00:11:12,700 +are exerting and doing and what they are getting + +185 +00:11:12,700 --> 00:11:16,560 +in back? Yes. If you are going to fall into trap + +186 +00:11:16,560 --> 00:11:21,200 +in such phenomenon, then you are banned out. Any + +187 +00:11:21,200 --> 00:11:23,660 +question or comments about this? Clear? Clear? + +188 +00:11:24,380 --> 00:11:27,660 +Okay, banned out. Second, Economy needs to be met. + +189 +00:11:28,340 --> 00:11:31,800 +They gotta give salaries, bonuses and so on. Sixth + +190 +00:11:31,800 --> 00:11:34,680 +reason, discouraged with the company, overlooked + +191 +00:11:34,680 --> 00:11:38,240 +for promotion, lack of ability, avoid risk of + +192 +00:11:38,240 --> 00:11:40,460 +management job and finally reluctance to be + +193 +00:11:40,460 --> 00:11:45,380 +transferred from one job to another job. So these + +194 +00:11:45,380 --> 00:11:48,300 +are the major ten reasons which the manager + +195 +00:11:48,300 --> 00:11:52,160 +believes that they are the reasons for plateau + +196 +00:11:52,160 --> 00:11:56,520 +among salesperson or among sales people. Listen + +197 +00:11:56,520 --> 00:12:01,680 +now. The responses were various. In other words, + +198 +00:12:02,720 --> 00:12:05,540 +the whole series of staff members, either they are + +199 +00:12:05,540 --> 00:12:07,760 +male or female, or either they are working + +200 +00:12:07,760 --> 00:12:09,720 +according to commission or non-commission base, + +201 +00:12:09,980 --> 00:12:13,800 +all of them they said, cause number one which is + +202 +00:12:13,800 --> 00:12:16,480 +leading to this plateau phenomenon is called not + +203 +00:12:16,480 --> 00:12:21,220 +clear carry back. In other words, these employees + +204 +00:12:21,220 --> 00:12:24,980 +they feel our performance of sales will be + +205 +00:12:24,980 --> 00:12:29,240 +deteriorated because we do not have a clear career + +206 +00:12:29,240 --> 00:12:34,060 +path. We do not know what we are here and how our + +207 +00:12:34,060 --> 00:12:37,020 +work is going to be in the future. Nothing is + +208 +00:12:37,020 --> 00:12:39,880 +planned, nothing is organized. No one can predict + +209 +00:12:39,880 --> 00:12:43,860 +or guess what kind of positions they are going to + +210 +00:12:43,860 --> 00:12:49,800 +get in the future. They said, The weakest cause is + +211 +00:12:49,800 --> 00:12:53,480 +cause number 10 which is reluctance to be + +212 +00:12:53,480 --> 00:12:58,160 +transferred to another position. So these are or + +213 +00:12:58,160 --> 00:13:00,620 +this is the strongest cause and the weakest one + +214 +00:13:00,620 --> 00:13:04,880 +for the phenomenon of a plateau according to the + +215 +00:13:04,880 --> 00:13:07,520 +personal points of view of overall salesperson. + +216 +00:13:09,180 --> 00:13:11,520 +Are we talking about same causes in the eyes of + +217 +00:13:11,520 --> 00:13:14,320 +women or female salesperson? The answer is no. + +218 +00:13:15,650 --> 00:13:18,550 +Women on the other side, they said rank number one + +219 +00:13:18,550 --> 00:13:22,970 +for this Pluto is burning out. Somebody is going + +220 +00:13:22,970 --> 00:13:26,750 +to say, is this logical answer? Yes. But why? + +221 +00:13:27,570 --> 00:13:30,010 +Because the majority of the female, they are going + +222 +00:13:30,010 --> 00:13:35,350 +to be look, wives, mothers, staff members, social + +223 +00:13:35,350 --> 00:13:37,610 +relationships. And how do you think they are going + +224 +00:13:37,610 --> 00:13:39,870 +to distribute their energy and relationship and + +225 +00:13:39,870 --> 00:13:42,590 +time and effort? Of course, they are going to be + +226 +00:13:42,590 --> 00:13:46,790 +divided. Is this the reality? Yes, it's the + +227 +00:13:46,790 --> 00:13:51,590 +reality. It's the reality. So female workers or + +228 +00:13:51,590 --> 00:13:54,650 +female staff members or sales persons, they will + +229 +00:13:54,650 --> 00:13:56,810 +do their own best in order to satisfy every + +230 +00:13:56,810 --> 00:14:00,550 +partner in their own lives. Either this partner is + +231 +00:14:00,550 --> 00:14:03,190 +the firm or the company or the work, the husband, + +232 +00:14:04,310 --> 00:14:08,190 +the kids or the children, the other friends or + +233 +00:14:08,190 --> 00:14:11,010 +group or relatives and so on. Because of this, + +234 +00:14:11,070 --> 00:14:14,010 +they will feel that they are banned out. They are + +235 +00:14:14,010 --> 00:14:16,230 +doing their own best, but they cannot satisfy + +236 +00:14:16,230 --> 00:14:20,270 +everybody. Is this applicable here? Yes, it is + +237 +00:14:20,270 --> 00:14:24,290 +applicable. What about the strongest reason or + +238 +00:14:24,290 --> 00:14:27,310 +cause? The strongest or the weakest cause, sorry, + +239 +00:14:27,930 --> 00:14:31,210 +they ranked number 10 by saying avoid risk of + +240 +00:14:31,210 --> 00:14:35,250 +management job. This is the weakest cause for + +241 +00:14:35,250 --> 00:14:39,630 +causing the plateau in the eyes of female sales + +242 +00:14:39,630 --> 00:14:44,520 +persons. Any questions or comments? Let's look at + +243 +00:14:44,520 --> 00:14:47,420 +the answers of the sales staff members who are + +244 +00:14:47,420 --> 00:14:49,180 +working according to the commission-based + +245 +00:14:49,180 --> 00:14:53,140 +contracts. They said cause number one is going to + +246 +00:14:53,140 --> 00:14:56,580 +be not managed adequately. In other words, + +247 +00:14:56,760 --> 00:15:00,620 +managers are failing in managing and organizing + +248 +00:15:00,620 --> 00:15:03,720 +our work. This is the major cause for the plateau + +249 +00:15:03,720 --> 00:15:08,500 +or deteriorated sales performance. At the same + +250 +00:15:08,500 --> 00:15:12,410 +time, they said the weakest cause is reluctance to + +251 +00:15:12,410 --> 00:15:15,670 +be transferred. So they agreed with the overall + +252 +00:15:15,670 --> 00:15:21,010 +staff members or sales person. So cause number 1 + +253 +00:15:21,010 --> 00:15:23,130 +which is the strongest and cause number 10 which + +254 +00:15:23,130 --> 00:15:25,290 +is the weakest. It's important which might be in + +255 +00:15:25,290 --> 00:15:31,490 +the exam. Now let's come to this scenario. Read it + +256 +00:15:31,490 --> 00:15:34,850 +and let's see or let's talk about what's going on + +257 +00:15:34,850 --> 00:15:35,130 +here. + +258 +00:15:37,930 --> 00:15:42,090 +Now listen, this scenario, it talks about an + +259 +00:15:42,090 --> 00:15:44,550 +excellent female salesperson. + +260 +00:15:46,630 --> 00:15:50,770 +In this case study, we named her metaphorically, + +261 +00:15:51,230 --> 00:15:56,410 +hotshot. Hotshot, she is a very excellent, top + +262 +00:15:56,410 --> 00:16:01,030 +-performed salesperson. She was working in a firm, + +263 +00:16:01,990 --> 00:16:05,150 +and one day she heard that they are going to hire + +264 +00:16:05,150 --> 00:16:11,290 +a district sales manager. She felt this position + +265 +00:16:11,290 --> 00:16:15,630 +is tailored for her. Why? Because she is + +266 +00:16:15,630 --> 00:16:20,250 +excellent. And she began spelling rumors among the + +267 +00:16:20,250 --> 00:16:23,930 +colleagues and the employees that this vacancy is + +268 +00:16:23,930 --> 00:16:29,510 +going to be filled by her and all her. However, + +269 +00:16:30,390 --> 00:16:35,730 +the manager which is you on the other side You + +270 +00:16:35,730 --> 00:16:38,370 +were not putting hot shot to be the suitable + +271 +00:16:38,370 --> 00:16:41,650 +candidate for filling this vacancy, even though + +272 +00:16:41,650 --> 00:16:45,030 +you know she is excellent and she is good in + +273 +00:16:45,030 --> 00:16:45,370 +sales. + +274 +00:16:50,010 --> 00:16:53,990 +Also, you are seen to be honest and fair manager + +275 +00:16:53,990 --> 00:16:57,650 +in the eyes of every staff member within this + +276 +00:16:57,650 --> 00:16:57,970 +firm. + +277 +00:17:00,890 --> 00:17:05,070 +After a while, day after day, Hotshot sent you a + +278 +00:17:05,070 --> 00:17:09,950 +letter telling you she is about to resign if she + +279 +00:17:09,950 --> 00:17:14,510 +is not going to be granted this job. You as a + +280 +00:17:14,510 --> 00:17:17,050 +sales manager, tell me how you are going to act or + +281 +00:17:17,050 --> 00:17:21,350 +overcome this situation. Remember the win-win + +282 +00:17:21,350 --> 00:17:25,870 +situation which we talked about last class. How + +283 +00:17:25,870 --> 00:17:27,190 +are you going to overcome this situation? + +284 +00:17:30,600 --> 00:17:34,280 +Any idea? Any thoughts? Hanin? I give her the + +285 +00:17:34,280 --> 00:17:36,400 +position because she is highly motivated for that + +286 +00:17:36,400 --> 00:17:38,520 +position and if she takes this or fills this + +287 +00:17:38,520 --> 00:17:40,960 +position, she will be excellent and there will be + +288 +00:17:40,960 --> 00:17:44,880 +excellent performance. Good. So Hanin, she is + +289 +00:17:44,880 --> 00:17:48,860 +going to draw a decision or management decision by + +290 +00:17:48,860 --> 00:17:53,500 +giving her the vacancy, right? But listen, this + +291 +00:17:53,500 --> 00:17:55,580 +might be interpreted in the eyes of the other + +292 +00:17:55,580 --> 00:18:00,500 +staff members that she blackmailed me. He forced + +293 +00:18:00,500 --> 00:18:01,940 +me to get blackmailed. + +294 +00:18:07,240 --> 00:18:11,660 +Blackmailed. It means you are blackmailed. Is this + +295 +00:18:11,660 --> 00:18:14,100 +going to happen? Yes, it might be interpreted and + +296 +00:18:14,100 --> 00:18:18,220 +understood falsely by the other staff members. + +297 +00:18:19,120 --> 00:18:22,920 +That hotshot succeeded in blackmailing the + +298 +00:18:22,920 --> 00:18:27,900 +manager. Who is you? This can happen? Of course it + +299 +00:18:27,900 --> 00:18:32,030 +can happen. This is one thing. Another thing, you + +300 +00:18:32,030 --> 00:18:35,670 +are giving a vacancy for the employee whom you + +301 +00:18:35,670 --> 00:18:40,270 +believe she isn't good enough to take it. So in + +302 +00:18:40,270 --> 00:18:43,330 +this case, we are going to take a decision which + +303 +00:18:43,330 --> 00:18:46,590 +isn't fair and which isn't satisfying even + +304 +00:18:46,590 --> 00:18:49,730 +yourself. So do you think this is a logical + +305 +00:18:49,730 --> 00:18:53,170 +solution or a logical decision? We do not think + +306 +00:18:53,170 --> 00:18:56,350 +so. So how are you going to solve this situation? + +307 +00:19:00,040 --> 00:19:04,680 +You are the manager. How you are going to fill hot + +308 +00:19:04,680 --> 00:19:07,480 +shot with this vacancy even though you know she is + +309 +00:19:07,480 --> 00:19:10,960 +good in sales but she doesn't fit for the vacancy. + +310 +00:19:11,840 --> 00:19:12,560 +We said it. + +311 +00:19:15,960 --> 00:19:19,660 +Even if + +312 +00:19:19,660 --> 00:19:22,120 +she is going to interpret and say this vacancy is + +313 +00:19:22,120 --> 00:19:24,640 +stellar for me. We are talking about a decision + +314 +00:19:24,640 --> 00:19:26,140 +which belongs to you, not to her. + +315 +00:19:31,000 --> 00:19:33,700 +No, no, no. In the scenario, what did we say at + +316 +00:19:33,700 --> 00:19:36,120 +the beginning, in the introduction? We said, you + +317 +00:19:36,120 --> 00:19:38,920 +know that she is good in sales, but she doesn't + +318 +00:19:38,920 --> 00:19:44,300 +fit to be district manager. So we do not agree + +319 +00:19:44,300 --> 00:19:48,320 +with your decision. Give me other decisions. + +320 +00:19:51,710 --> 00:19:55,670 +Explain for hotshot the criteria that you must + +321 +00:19:55,670 --> 00:20:00,610 +choose the salesperson according to that. After + +322 +00:20:00,610 --> 00:20:03,150 +that, make interview and discussion. Get the + +323 +00:20:03,150 --> 00:20:10,110 +similar points and different one. And as you say, + +324 +00:20:10,230 --> 00:20:14,890 +before minutes. After that, make agreements. + +325 +00:20:15,650 --> 00:20:23,390 +Hotshot signs on it and the manager. Okay, good + +326 +00:20:23,390 --> 00:20:28,750 +listen now listen Every management decision has + +327 +00:20:28,750 --> 00:20:32,770 +its own pros and cons Has its own advantages and + +328 +00:20:32,770 --> 00:20:38,530 +disadvantages Remember as a manager The decision + +329 +00:20:38,530 --> 00:20:41,410 +cannot satisfy every single employee. This is the + +330 +00:20:41,410 --> 00:20:46,510 +fact this is the reality but we should at least + +331 +00:20:47,500 --> 00:20:51,480 +make or satisfy or please every person as much as + +332 +00:20:51,480 --> 00:20:58,540 +we can as much as we can now listen as a manager + +333 +00:20:58,540 --> 00:21:07,500 +I'm going to meet this is the decision this is the + +334 +00:21:07,500 --> 00:21:13,520 +decision which I'm going to take keeping + +335 +00:21:13,520 --> 00:21:20,930 +hot shot To abbreviation, for abbreviation. In her + +336 +00:21:20,930 --> 00:21:23,170 +current position. + +337 +00:21:27,750 --> 00:21:31,790 +In her current position. Somebody is going to say + +338 +00:21:31,790 --> 00:21:35,030 +this is the decision I am going to take. How we + +339 +00:21:35,030 --> 00:21:37,090 +are going to convince her to maintain working in + +340 +00:21:37,090 --> 00:21:39,630 +the current position even though she sent a letter + +341 +00:21:39,630 --> 00:21:43,880 +threatening us to? With ZAI. now we are going to + +342 +00:21:43,880 --> 00:21:47,260 +talk about pros we are talking about cons + +343 +00:21:47,260 --> 00:21:52,980 +advantages and disadvantages in cons we are going + +344 +00:21:52,980 --> 00:22:00,560 +to provide here with extra bonuses sorry with + +345 +00:22:00,560 --> 00:22:05,380 +extra rewards listen + +346 +00:22:05,380 --> 00:22:10,640 +this is the the cons the cons which we are going + +347 +00:22:10,640 --> 00:22:15,240 +to pay 4. Convincing her to keep continue working + +348 +00:22:15,240 --> 00:22:19,860 +in the current position. Yes, disadvantages. Why + +349 +00:22:19,860 --> 00:22:23,380 +somebody is going to say? Because extra. This is a + +350 +00:22:23,380 --> 00:22:27,900 +cost, expenses. Now listen, if you are not going + +351 +00:22:27,900 --> 00:22:32,560 +to make this, she is going to leave us. If she is + +352 +00:22:32,560 --> 00:22:34,980 +going to leave us, this is going to cause us more + +353 +00:22:34,980 --> 00:22:39,040 +and more. Why? It's very difficult to replace her. + +354 +00:22:39,220 --> 00:22:42,340 +Why? It's a very expensive person. Why? She's + +355 +00:22:42,340 --> 00:22:45,020 +going to go and continue working with competitors. + +356 +00:22:45,560 --> 00:22:48,660 +Why? She's going to leak out our secrets of work. + +357 +00:22:49,460 --> 00:22:53,480 +So the cost is going to be extra. So let's put our + +358 +00:22:53,480 --> 00:22:59,360 +hand on the latest extra. Now this is considered + +359 +00:22:59,360 --> 00:23:00,880 +to be a con. Another con + +360 +00:23:03,770 --> 00:23:06,730 +we are going to tell her you are going to continue + +361 +00:23:06,730 --> 00:23:09,010 +working in the current position we will go on to + +362 +00:23:09,010 --> 00:23:11,970 +provide you with extra training till you will + +363 +00:23:11,970 --> 00:23:16,150 +master all the requirements of the position and + +364 +00:23:16,150 --> 00:23:20,290 +later on if there is going to be a vacancy of a + +365 +00:23:20,290 --> 00:23:25,390 +sales manager you will compete with it as with + +366 +00:23:25,390 --> 00:23:29,510 +other qualified employees or candidates with other + +367 +00:23:29,510 --> 00:23:33,100 +candidates now We are going to provide her with + +368 +00:23:33,100 --> 00:23:36,740 +extra bonus, extra rewards, extra training. + +369 +00:23:40,760 --> 00:23:43,280 +Why extra training? Later on, if there is going to + +370 +00:23:43,280 --> 00:23:48,780 +be a similar vacancy, similar vacancy, she cannot + +371 +00:23:48,780 --> 00:23:53,740 +apply for it. By this way, we are convincing her + +372 +00:23:53,740 --> 00:23:56,580 +that we are upgrading her abilities and qualities + +373 +00:23:56,580 --> 00:24:02,810 +by the extra bonuses and the extra training. But + +374 +00:24:02,810 --> 00:24:07,170 +also there is another con which is when the time + +375 +00:24:07,170 --> 00:24:10,930 +of the coming manager or when the time of the + +376 +00:24:10,930 --> 00:24:15,270 +vacancy of manager is going to open, other + +377 +00:24:15,270 --> 00:24:19,390 +employees might + +378 +00:24:19,390 --> 00:24:24,870 +be more qualified than her. + +379 +00:24:28,250 --> 00:24:31,850 +Why? Her performance might be deteriorated for + +380 +00:24:31,850 --> 00:24:34,250 +various reasons, family reasons, health reasons, + +381 +00:24:34,690 --> 00:24:38,850 +any other relevant reasons. Is there a guarantee + +382 +00:24:38,850 --> 00:24:40,910 +that there isn't going to be an internal + +383 +00:24:40,910 --> 00:24:43,070 +competitor who is going to compete with her for + +384 +00:24:43,070 --> 00:24:46,870 +this new vacancy? We do not have. So fear is still + +385 +00:24:46,870 --> 00:24:50,510 +existent. What about the pros of our decision? + +386 +00:24:50,710 --> 00:24:52,230 +Number one, we kept fair. + +387 +00:24:56,250 --> 00:25:02,050 +And what is the meaning of kept her? Exactly, we + +388 +00:25:02,050 --> 00:25:04,490 +are able to keep her because she is an excellent + +389 +00:25:04,490 --> 00:25:06,930 +salesperson. Second, + +390 +00:25:09,710 --> 00:25:20,110 +she is excellent and valuable to work. Number + +391 +00:25:20,110 --> 00:25:23,070 +three, we cut the chance. + +392 +00:25:27,050 --> 00:25:31,230 +of blackmailing. Excellent. Fourth, + +393 +00:25:34,990 --> 00:25:42,030 +also we avoided the chance of + +394 +00:25:42,030 --> 00:25:48,850 +leaking out our secrets + +395 +00:25:48,850 --> 00:25:54,250 +of sales and so on. So by this way, we are saying + +396 +00:25:54,250 --> 00:25:58,190 +or we are talking about big number advantages or + +397 +00:25:58,190 --> 00:26:05,090 +big pros in contrast with limited cons. Remember, + +398 +00:26:05,510 --> 00:26:08,490 +any management decision or managerial decision is + +399 +00:26:08,490 --> 00:26:10,830 +going to have its own advantages or disadvantages. + +400 +00:26:11,330 --> 00:26:16,190 +It is going to have its own pros and cons. It's + +401 +00:26:16,190 --> 00:26:20,230 +very difficult to satisfy every single person + +402 +00:26:20,230 --> 00:26:25,050 +within the organization. This is the fact. This is + +403 +00:26:25,050 --> 00:26:28,290 +the fact. But if you are going to give her that + +404 +00:26:28,290 --> 00:26:32,410 +chance, it means that you are unfair and dishonest + +405 +00:26:32,410 --> 00:26:35,610 +even in the eyes of the other staff member. At the + +406 +00:26:35,610 --> 00:26:38,710 +same time, the others might misinterpret my + +407 +00:26:38,710 --> 00:26:41,350 +decision by saying that she succeeded in + +408 +00:26:41,350 --> 00:26:45,210 +blackmailing the manager or our manager. This is + +409 +00:26:45,210 --> 00:26:49,390 +dangerous. Okay, this is the meaning of what? Of + +410 +00:26:49,390 --> 00:26:51,570 +this scenario and this scenario and this scenario. + +411 +00:26:51,970 --> 00:26:56,810 +These are the decision options. Finally, we are + +412 +00:26:56,810 --> 00:27:01,410 +talking about the pros and cons. Now, these are + +413 +00:27:01,410 --> 00:27:03,130 +the pros and cons. Let's talk now about + +414 +00:27:03,130 --> 00:27:06,270 +termination. Listen, if you are going to be a + +415 +00:27:06,270 --> 00:27:08,830 +manager and you are about to take a decision to + +416 +00:27:08,830 --> 00:27:11,550 +fire somebody, what are the rules and the steps + +417 +00:27:11,550 --> 00:27:14,430 +which you should consider in terminating the + +418 +00:27:14,430 --> 00:27:18,210 +contract of this salesperson? What are the rules? + +419 +00:27:20,450 --> 00:27:23,310 +Excellent Haneen. So number one, we are going to + +420 +00:27:23,310 --> 00:27:28,830 +focus on what? Reason. So all the time we should + +421 +00:27:28,830 --> 00:27:33,430 +highlight the reason. Second rule, be brief. Don't + +422 +00:27:33,430 --> 00:27:37,630 +be involved in the details. Number three, tell the + +423 +00:27:37,630 --> 00:27:39,470 +decision of termination at the beginning of the + +424 +00:27:39,470 --> 00:27:42,890 +week rather than at the end of the week. Why? + +425 +00:27:53,930 --> 00:27:56,410 +But why at the beginning of the week, not at the + +426 +00:27:56,410 --> 00:27:56,970 +end of the week? + +427 +00:28:00,510 --> 00:28:01,610 +Not exactly. + +428 +00:28:05,150 --> 00:28:10,290 +Because if this employee feels he or she got + +429 +00:28:10,290 --> 00:28:12,790 +unfair decision or he would like to pursue or + +430 +00:28:12,790 --> 00:28:17,910 +defend himself or herself, she has that chance to + +431 +00:28:17,910 --> 00:28:21,650 +continue defending herself without any time or + +432 +00:28:21,650 --> 00:28:26,290 +space of interruption. Exactly. Somebody is going + +433 +00:28:26,290 --> 00:28:30,490 +to say, but this is a silly justification. This is + +434 +00:28:30,490 --> 00:28:33,330 +going to give the manager that chance or to give + +435 +00:28:33,330 --> 00:28:36,470 +you that chance to finalize this issue as soon as + +436 +00:28:36,470 --> 00:28:39,630 +possible. So we are going to talk about something + +437 +00:28:39,630 --> 00:28:42,490 +which is very important, which is stability of + +438 +00:28:42,490 --> 00:28:46,950 +your staff members. But if your decision is going + +439 +00:28:46,950 --> 00:28:49,350 +to be at the end of the week, this means we are + +440 +00:28:49,350 --> 00:28:52,240 +going to talk about two days off. when these two + +441 +00:28:52,240 --> 00:28:54,120 +day offs they are going to be like the + +442 +00:28:54,120 --> 00:28:56,960 +interruption time when this interruption times + +443 +00:28:56,960 --> 00:29:00,400 +more rumors are going to spread out or more agony + +444 +00:29:00,400 --> 00:29:02,640 +is going to happen or lack of stability will + +445 +00:29:02,640 --> 00:29:06,920 +suffer because of this let's finalize from this + +446 +00:29:06,920 --> 00:29:10,340 +episode or from this decision as soon as possible + +447 +00:29:10,340 --> 00:29:13,960 +therefore our decision should be at the beginning + +448 +00:29:13,960 --> 00:29:16,420 +of the week or by the end of the week we can + +449 +00:29:16,420 --> 00:29:20,840 +finalize thoroughly from this issue So we are + +450 +00:29:20,840 --> 00:29:23,160 +going to begin our next week with a stabilized + +451 +00:29:23,160 --> 00:29:27,780 +situation, status quo. Clear? Are you convinced? + +452 +00:29:30,120 --> 00:29:34,300 +Convinced? Lack of stability is something very + +453 +00:29:34,300 --> 00:29:38,540 +dangerous. more time is going to give more rumors + +454 +00:29:38,540 --> 00:29:42,120 +more rumors is going to hurt somebody who is + +455 +00:29:42,120 --> 00:29:45,020 +related or involved in this issue and people who + +456 +00:29:45,020 --> 00:29:47,940 +are not involved in this issue so let's terminate + +457 +00:29:47,940 --> 00:29:53,760 +or root up this issue in the shortest time because + +458 +00:29:53,760 --> 00:29:57,180 +of this we are saying the firing session should be + +459 +00:29:57,180 --> 00:30:00,760 +brief the firing session should be held at the + +460 +00:30:00,760 --> 00:30:02,660 +beginning of the week + +461 +00:30:06,420 --> 00:30:09,560 +The beginning of the working hours or the + +462 +00:30:09,560 --> 00:30:10,860 +beginning of the working week. + +463 +00:30:15,120 --> 00:30:19,520 +The employee to exchange the ideas and the points + +464 +00:30:19,520 --> 00:30:23,660 +of view. So when the week finished, the issue will + +465 +00:30:23,660 --> 00:30:26,520 +be finished as well. But if you are going to give + +466 +00:30:26,520 --> 00:30:28,760 +him a decision in the middle or at the end of the + +467 +00:30:28,760 --> 00:30:31,480 +week, we are talking about weekends, two days, + +468 +00:30:31,600 --> 00:30:35,430 +which is going to interrupt this scenario. The + +469 +00:30:35,430 --> 00:30:37,230 +interruption of this scenario is going to + +470 +00:30:37,230 --> 00:30:40,230 +contribute negatively on the status of stability + +471 +00:30:40,230 --> 00:30:43,930 +within our firm and also this is going to be a + +472 +00:30:43,930 --> 00:30:48,550 +fertile soil for spreading out rumors. Also, this + +473 +00:30:48,550 --> 00:30:51,630 +is going to cause problems which we should avoid + +474 +00:30:51,630 --> 00:30:54,530 +for people who are involved or not involved in + +475 +00:30:54,530 --> 00:31:01,210 +this decision. Clear? Finally, Women in sales + +476 +00:31:01,210 --> 00:31:04,010 +percentage by industry in America. These + +477 +00:31:04,010 --> 00:31:07,610 +statistics were collected in 2006. We were talking + +478 +00:31:07,610 --> 00:31:11,930 +about female workforce in sales industry. If you + +479 +00:31:11,930 --> 00:31:13,610 +are going to look at the figures, we are going to + +480 +00:31:13,610 --> 00:31:16,970 +find that education is occupying number one + +481 +00:31:16,970 --> 00:31:21,490 +regarding female sales persons. And later on, we + +482 +00:31:21,490 --> 00:31:26,570 +are talking about health with about 45. These are + +483 +00:31:26,570 --> 00:31:29,190 +the highest statistics which are reflecting the + +484 +00:31:29,190 --> 00:31:34,190 +participation of American female salesperson. The + +485 +00:31:34,190 --> 00:31:37,650 +latest participation from female salesperson is + +486 +00:31:37,650 --> 00:31:43,430 +chemicals with about only 9%. Somebody is going to + +487 +00:31:43,430 --> 00:31:45,890 +say let's compare these statistics along with + +488 +00:31:45,890 --> 00:31:49,690 +statistics with the Palestinian female workforce. + +489 +00:31:51,150 --> 00:31:53,890 +They are the same. Excellent Sarah. They are the + +490 +00:31:53,890 --> 00:31:56,870 +same. If you are going to look at the Palestinian + +491 +00:31:56,870 --> 00:32:00,250 +women participation in education, it is about 50 + +492 +00:32:00,250 --> 00:32:03,870 +and even more than 50 with a little bit. The same + +493 +00:32:03,870 --> 00:32:07,890 +thing with health. The same thing with health. Any + +494 +00:32:07,890 --> 00:32:12,570 +questions, any comments? So this is the end of our + +495 +00:32:12,570 --> 00:32:15,680 +theoretical part regarding sales. management + +496 +00:32:15,680 --> 00:32:19,400 +course and inshallah next time on monday and on + +497 +00:32:19,400 --> 00:32:22,460 +wednesday you should prepare yourself along with + +498 +00:32:22,460 --> 00:32:25,520 +the group members to give us your representation + +499 +00:32:25,520 --> 00:32:30,320 +to give us your presentation any question any + +500 +00:32:30,320 --> 00:32:34,740 +comments about anything any question thank you + +501 +00:32:34,740 --> 00:32:35,100 +very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..1aa77d3771061951a11371a990ebb4897fe07f25 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_postprocess.srt @@ -0,0 +1,2196 @@ +1 +00:00:20,920 --> 00:00:26,400 +Okay, good morning. Today we will go on with the + +2 +00:00:26,400 --> 00:00:28,240 +second or with the previous topic which we + +3 +00:00:28,240 --> 00:00:32,760 +discussed last time, which is strategic account + +4 +00:00:32,760 --> 00:00:39,380 +programs. Now, last time we hinted out that the + +5 +00:00:39,380 --> 00:00:41,640 +selection of the strategic accounts is + +6 +00:00:41,640 --> 00:00:45,140 +problematic. When we are saying it is problematic, + +7 +00:00:45,440 --> 00:00:49,060 +we are referring to the fact that it isn't an easy + +8 +00:00:49,060 --> 00:00:53,640 +task. It isn't an easy task to select strategic + +9 +00:00:53,640 --> 00:01:00,200 +accounts. So one of the major goals of today's + +10 +00:01:00,200 --> 00:01:04,520 +class is how we are going to identify accounts who + +11 +00:01:04,520 --> 00:01:08,600 +should be strategic ones. So as you can see, + +12 +00:01:09,700 --> 00:01:14,500 +generally, if we are going to consider an account + +13 +00:01:14,500 --> 00:01:17,860 +to be strategic, we have to ask one simple + +14 +00:01:17,860 --> 00:01:22,650 +question. What is the sales volume which this + +15 +00:01:22,650 --> 00:01:26,870 +account is going to consume or buy from us? So the + +16 +00:01:26,870 --> 00:01:31,550 +sales volume is considered to be the major point + +17 +00:01:31,550 --> 00:01:33,870 +upon which we can classify accounts to be + +18 +00:01:33,870 --> 00:01:37,690 +strategic or non-strategic. If this sales volume + +19 +00:01:37,690 --> 00:01:42,470 +is significant, it's big, it's huge, this means we + +20 +00:01:42,470 --> 00:01:49,260 +should list this account to be a strategic one. Is + +21 +00:01:49,260 --> 00:01:52,140 +this the only condition for strategic accounts? + +22 +00:01:52,440 --> 00:01:56,400 +No, still we are talking about other conditions, + +23 +00:01:57,280 --> 00:02:00,960 +other requirements, which should be available also + +24 +00:02:00,960 --> 00:02:05,620 +while we are dealing with this account. So, when a + +25 +00:02:05,620 --> 00:02:08,720 +customer purchases a significant volume and + +26 +00:02:08,720 --> 00:02:12,740 +exhibits one or a combination of the following One + +27 +00:02:12,740 --> 00:02:15,880 +of the things which this account should exempt, + +28 +00:02:16,060 --> 00:02:18,800 +number one, multiple people are involved in the + +29 +00:02:18,800 --> 00:02:22,440 +buying process. When we are saying multiple people + +30 +00:02:22,440 --> 00:02:26,060 +are involved in the buying process, this means we + +31 +00:02:26,060 --> 00:02:29,200 +are not referring to a very simple cheap items to + +32 +00:02:29,200 --> 00:02:32,080 +be purchased. We are referring to goods and + +33 +00:02:32,080 --> 00:02:35,600 +products which are very expensive, which requires + +34 +00:02:35,600 --> 00:02:38,740 +various technical knowledge, which requires more + +35 +00:02:38,740 --> 00:02:41,600 +consideration, which requires more scrutiny. + +36 +00:02:42,670 --> 00:02:45,990 +Therefore, we are going to talk about more than + +37 +00:02:45,990 --> 00:02:49,350 +one person who are going to be in charge for + +38 +00:02:49,350 --> 00:02:52,930 +finalizing this sales transaction. If this is the + +39 +00:02:52,930 --> 00:02:57,190 +case, then this account might be strategic. In + +40 +00:02:57,190 --> 00:03:00,510 +addition, purchasing is centralized. In other + +41 +00:03:00,510 --> 00:03:04,150 +words, the decision to purchase or to buy + +42 +00:03:04,150 --> 00:03:08,490 +something or not to buy it cannot be determined by + +43 +00:03:08,490 --> 00:03:11,950 +an ordinary person. but it should be determined + +44 +00:03:11,950 --> 00:03:15,670 +and approved by a centralized senior management. + +45 +00:03:17,210 --> 00:03:20,570 +If the centralized senior management is requiring + +46 +00:03:20,570 --> 00:03:26,570 +us to have their own approval, then we are talking + +47 +00:03:26,570 --> 00:03:30,970 +about an accountant who should be strategic. So + +48 +00:03:30,970 --> 00:03:33,790 +once again here, the purchasing decision is + +49 +00:03:33,790 --> 00:03:36,490 +centralized, which means it requires the approval + +50 +00:03:36,490 --> 00:03:41,090 +of the senior management. Also, the customer + +51 +00:03:41,090 --> 00:03:43,050 +deserves long-term cooperative working + +52 +00:03:43,050 --> 00:03:47,910 +relationship. Any account who is going to express + +53 +00:03:47,910 --> 00:03:51,310 +his or her willingness of having long-term + +54 +00:03:51,310 --> 00:03:54,750 +relationship, a cooperative relationship, a + +55 +00:03:54,750 --> 00:03:58,130 +coordinative relationship, this means this account + +56 +00:03:58,130 --> 00:04:01,850 +might be subject. The final thing which we would + +57 +00:04:01,850 --> 00:04:06,230 +like to refer is If the customer or if the account + +58 +00:04:06,230 --> 00:04:10,490 +expresses another willingness of having a unique + +59 +00:04:10,490 --> 00:04:14,270 +special relationship or treatment or service for + +60 +00:04:14,270 --> 00:04:18,530 +him or her, then this account should be strategic. + +61 +00:04:19,450 --> 00:04:23,110 +So these are briefly the major things by which we + +62 +00:04:23,110 --> 00:04:27,150 +can smell if this account is strategic or non + +63 +00:04:27,150 --> 00:04:29,970 +-strategic. Is it important? It's very important. + +64 +00:04:31,420 --> 00:04:33,740 +The thing which is more important is the + +65 +00:04:33,740 --> 00:04:37,540 +following. What are the major common problems + +66 +00:04:37,540 --> 00:04:41,560 +which we are going to face or encounter while we + +67 +00:04:41,560 --> 00:04:46,200 +are managing or dealing with a program or + +68 +00:04:46,200 --> 00:04:49,720 +strategic accounts program? One of the most common + +69 +00:04:49,720 --> 00:04:53,720 +problems which we might face is we might have a + +70 +00:04:53,720 --> 00:04:57,120 +very wide and big database or this database is + +71 +00:04:57,120 --> 00:05:00,600 +including too many strategic accounts. Now I'm + +72 +00:05:00,600 --> 00:05:02,760 +going to ask a question and I think we answered it + +73 +00:05:02,760 --> 00:05:05,780 +last time. What is the problem which we are going + +74 +00:05:05,780 --> 00:05:10,860 +to gain if the strategic accounts or their number + +75 +00:05:10,860 --> 00:05:13,600 +is very huge or very big? Hanin? Increase the + +76 +00:05:13,600 --> 00:05:15,960 +pressure of work, so that will lead to decreased + +77 +00:05:15,960 --> 00:05:17,960 +level of service and that will lead to increase in + +78 +00:05:17,960 --> 00:05:22,400 +the cost. Exactly. So we are going or this thing + +79 +00:05:22,400 --> 00:05:25,860 +is going to lead to overload or pressure of work, + +80 +00:05:26,240 --> 00:05:29,360 +increase of the cost and the result might be + +81 +00:05:29,360 --> 00:05:33,860 +worse, which means under service level or a + +82 +00:05:33,860 --> 00:05:37,840 +service which isn't good. It's very bad. Why it's + +83 +00:05:37,840 --> 00:05:41,600 +very bad? Because we cannot satisfy this big + +84 +00:05:41,600 --> 00:05:45,500 +number of strategic accounts. Is this a problem? + +85 +00:05:45,780 --> 00:05:49,520 +It's a problem. A second common problem is the + +86 +00:05:49,520 --> 00:05:53,750 +following. Sometimes you are going to like + +87 +00:05:53,750 --> 00:05:56,730 +somebody or this somebody is going to dislike you + +88 +00:05:56,730 --> 00:06:02,110 +or ignores you. The same thing here. We might look + +89 +00:06:02,110 --> 00:06:05,910 +at those accounts as strategic, but they are not + +90 +00:06:05,910 --> 00:06:09,230 +looking at us or even they do not consider us or + +91 +00:06:09,230 --> 00:06:13,730 +even we are not listed even in their own radar. So + +92 +00:06:13,730 --> 00:06:17,250 +is this a problematic? It's a problematic. But why + +93 +00:06:17,250 --> 00:06:21,540 +this is a problematic? Because the staff who are + +94 +00:06:21,540 --> 00:06:23,660 +going to work in managing strategic account + +95 +00:06:23,660 --> 00:06:28,020 +programs, they should adopt new strategies, adopt + +96 +00:06:28,020 --> 00:06:31,440 +new plans, think of new ways of how to attract + +97 +00:06:31,440 --> 00:06:35,540 +them. Otherwise, this means we are losing a + +98 +00:06:35,540 --> 00:06:39,700 +fortune. A third common problem, too much + +99 +00:06:39,700 --> 00:06:42,280 +organizational effort directed toward big name + +100 +00:06:42,280 --> 00:06:45,980 +accounts. When we are referring to the big name + +101 +00:06:45,980 --> 00:06:50,160 +accounts, we are referring to a very strong and + +102 +00:06:50,160 --> 00:06:55,000 +influential accounts. These big name accounts, + +103 +00:06:55,200 --> 00:07:00,900 +they look like the big fish. Now, if we are going + +104 +00:07:00,900 --> 00:07:05,600 +to give a big effort for a specific number of + +105 +00:07:05,600 --> 00:07:10,960 +these big fish, we might fall into another + +106 +00:07:10,960 --> 00:07:14,740 +trouble, which is Other strategic accounts might + +107 +00:07:14,740 --> 00:07:19,060 +be ignored or other strategic accounts might feel + +108 +00:07:19,060 --> 00:07:22,840 +that there is a kind of discrimination between + +109 +00:07:22,840 --> 00:07:26,860 +these big accounts and the rest of the strategic + +110 +00:07:26,860 --> 00:07:30,280 +account list. Is this problematic? It's + +111 +00:07:30,280 --> 00:07:34,860 +problematic. This might lead the rest of the + +112 +00:07:34,860 --> 00:07:38,300 +strategic accounts to leave and to abandon your + +113 +00:07:38,300 --> 00:07:42,680 +sales agency. Why? Because they are feeling we are + +114 +00:07:42,680 --> 00:07:46,620 +discriminating among them. How? By our treatment. + +115 +00:07:46,920 --> 00:07:50,260 +How? By our offers. How? By our discounts and so + +116 +00:07:50,260 --> 00:07:54,600 +on and so on. So be careful and try to deal with + +117 +00:07:54,600 --> 00:07:57,820 +them equally or don't ever discriminate among + +118 +00:07:57,820 --> 00:08:03,260 +them. A fourth common problem is represented by + +119 +00:08:03,260 --> 00:08:06,360 +this simple fact. Sometimes we are going to hire + +120 +00:08:07,280 --> 00:08:09,440 +staff member or sales persons who are going to + +121 +00:08:09,440 --> 00:08:12,540 +work in the strategic account programs and these + +122 +00:08:12,540 --> 00:08:17,100 +sales persons they are not thinking enough of the + +123 +00:08:17,100 --> 00:08:19,520 +huge return which we are going to get as a company + +124 +00:08:19,520 --> 00:08:22,880 +behind this long-term relationship with the + +125 +00:08:22,880 --> 00:08:26,540 +strategic accounts in other words we might hire + +126 +00:08:26,540 --> 00:08:32,240 +wrong staff members who are having a very short + +127 +00:08:32,240 --> 00:08:37,550 +sight short vision they are impatient They are + +128 +00:08:37,550 --> 00:08:40,830 +thinking of the quick profit and that's it. Is + +129 +00:08:40,830 --> 00:08:45,210 +this going to be a problem? Yes. Why? Because this + +130 +00:08:45,210 --> 00:08:51,150 +staff member might drop down a potential customer + +131 +00:08:51,150 --> 00:08:56,070 +to be strategic. And this is a problem. A fifth + +132 +00:08:56,070 --> 00:08:58,690 +one, no common process across the organization. + +133 +00:08:59,910 --> 00:09:02,310 +When we are saying no common process across the + +134 +00:09:02,310 --> 00:09:04,910 +organization, we are referring to one simple fact, + +135 +00:09:04,990 --> 00:09:11,550 +which is We do not have a quick, specific, + +136 +00:09:12,030 --> 00:09:16,230 +standardized process or approach by which we can + +137 +00:09:16,230 --> 00:09:20,350 +attract and satisfy every single account. Somebody + +138 +00:09:20,350 --> 00:09:23,390 +is going to wonder why? Why? Because we are + +139 +00:09:23,390 --> 00:09:25,650 +talking about human beings who are having + +140 +00:09:25,650 --> 00:09:29,150 +individual differences. If an account likes + +141 +00:09:29,150 --> 00:09:31,810 +something, another account might dislike the same + +142 +00:09:31,810 --> 00:09:37,780 +thing. So in this case, we as a management of the + +143 +00:09:37,780 --> 00:09:41,740 +strategic account program, we cannot impose 1 plus + +144 +00:09:41,740 --> 00:09:45,660 +1 equals 2 approach and we are going to educate + +145 +00:09:45,660 --> 00:09:49,160 +our staff members, if you will experiment this + +146 +00:09:49,160 --> 00:09:53,180 +approach, you will satisfy the account. This isn't + +147 +00:09:53,180 --> 00:09:56,260 +available. We are talking about human beings, we + +148 +00:09:56,260 --> 00:09:57,780 +are talking about different moods, different + +149 +00:09:57,780 --> 00:09:59,700 +characters, different emotions, different + +150 +00:09:59,700 --> 00:10:05,020 +feelings. Each one has its own taste. Therefore, + +151 +00:10:05,240 --> 00:10:08,440 +we cannot educate our staff members to experiment + +152 +00:10:08,440 --> 00:10:12,260 +one standardized approach. Somebody is going to + +153 +00:10:12,260 --> 00:10:15,900 +say, what should we do? We as a management, we are + +154 +00:10:15,900 --> 00:10:20,000 +going to offer our staff members basic training + +155 +00:10:20,000 --> 00:10:22,800 +about how to attract and satisfy strategic + +156 +00:10:22,800 --> 00:10:27,090 +accounts. Later on, what about the details? The + +157 +00:10:27,090 --> 00:10:30,310 +details are left for the thinking and the skill + +158 +00:10:30,310 --> 00:10:35,990 +and the effort of each staff member. This is what + +159 +00:10:35,990 --> 00:10:38,810 +is happening. We are providing them with the + +160 +00:10:38,810 --> 00:10:43,410 +basics. The details are left for the cleverness, + +161 +00:10:43,930 --> 00:10:46,990 +the skill, the knowledge, the thinking of each + +162 +00:10:46,990 --> 00:10:50,310 +staff member. Is this a problem? It's a problem. + +163 +00:10:50,910 --> 00:10:53,070 +Because some staff members might succeed in this + +164 +00:10:53,070 --> 00:10:58,850 +test, while others might fail. Finally, no + +165 +00:10:58,850 --> 00:11:02,510 +tracking and reviewing of strategic accounts. This + +166 +00:11:02,510 --> 00:11:05,750 +is something very special. All the time remember, + +167 +00:11:06,470 --> 00:11:08,630 +whenever we are going to deal with a database + +168 +00:11:08,630 --> 00:11:12,470 +carrying all the names of strategic accounts, this + +169 +00:11:12,470 --> 00:11:17,200 +database must be updated. Why we should update it? + +170 +00:11:17,460 --> 00:11:21,940 +Simply because life is changing. Life is changing + +171 +00:11:21,940 --> 00:11:23,900 +like what is happening with us. For example, we + +172 +00:11:23,900 --> 00:11:28,300 +are now at the end of November. After one day or + +173 +00:11:28,300 --> 00:11:30,800 +two days, we are going to receive our salaries. In + +174 +00:11:30,800 --> 00:11:32,880 +the first and the second week, we feel that we are + +175 +00:11:32,880 --> 00:11:36,400 +very rich. In the third and the fourth week, we + +176 +00:11:36,400 --> 00:11:38,700 +are feeling we are very poor. The same thing is + +177 +00:11:38,700 --> 00:11:42,370 +happening with the Johnson's. Companies, companies + +178 +00:11:42,370 --> 00:11:44,270 +sometimes they are going to gain fortune or they + +179 +00:11:44,270 --> 00:11:46,150 +are going to be very rich or they will consume + +180 +00:11:46,150 --> 00:11:49,290 +from you too much or sometimes they are going to + +181 +00:11:49,290 --> 00:11:52,150 +be down and they are going to be poor and they + +182 +00:11:52,150 --> 00:11:55,770 +will not buy anything from you. If this is the + +183 +00:11:55,770 --> 00:11:59,950 +case then any account who is going to classify or + +184 +00:11:59,950 --> 00:12:03,400 +to change his status from being potential to + +185 +00:12:03,400 --> 00:12:06,960 +impotential. This means if this account is + +186 +00:12:06,960 --> 00:12:10,120 +impotential, this means it must be deleted from + +187 +00:12:10,120 --> 00:12:14,320 +the database of the strategic accounts. Because if + +188 +00:12:14,320 --> 00:12:17,200 +you are going to leave their names on, this means + +189 +00:12:17,200 --> 00:12:18,960 +we are going to return back to the same problem. + +190 +00:12:20,250 --> 00:12:22,810 +What is the meaning of this? We will suffer after + +191 +00:12:22,810 --> 00:12:27,170 +a while from too many and crowded database of + +192 +00:12:27,170 --> 00:12:30,270 +strategic accounts. Some of them they are really + +193 +00:12:30,270 --> 00:12:35,950 +strategic, others they are not. Any questions or + +194 +00:12:35,950 --> 00:12:39,770 +comments about this? This is very important. Very + +195 +00:12:39,770 --> 00:12:43,810 +important. If you are going to ask how we are + +196 +00:12:43,810 --> 00:12:47,130 +going to be asked this question, simply explain in + +197 +00:12:47,130 --> 00:12:50,340 +a very detailed way. the major or the common + +198 +00:12:50,340 --> 00:12:55,860 +problems which might be plotted or exploded in the + +199 +00:12:55,860 --> 00:12:59,260 +front of our eyes while we are managing strategic + +200 +00:12:59,260 --> 00:13:03,320 +account programs. Any question? Any comments about + +201 +00:13:03,320 --> 00:13:11,820 +this? Clear? Go on. Go on. Listen. Before a while, + +202 +00:13:11,880 --> 00:13:17,970 +what did we say? We said we do not have 1 plus 1 + +203 +00:13:17,970 --> 00:13:21,430 +equals to approach. We do not have standardized + +204 +00:13:21,430 --> 00:13:24,970 +method by which we can attract and retain + +205 +00:13:24,970 --> 00:13:28,830 +unsatisfied strategic accounts. If we do not have + +206 +00:13:28,830 --> 00:13:32,250 +standardized approach, what should we do? We said + +207 +00:13:32,250 --> 00:13:36,010 +the management is going to provide its staff + +208 +00:13:36,010 --> 00:13:38,650 +member with the basic training, with the basic + +209 +00:13:38,650 --> 00:13:42,530 +knowledge. The details will be determined and left + +210 +00:13:42,530 --> 00:13:46,320 +for the staff member himself or herself. how to + +211 +00:13:46,320 --> 00:13:48,620 +think, how to behave and etc. + +212 +00:13:52,640 --> 00:13:56,600 +Management is going to look at this fact. They are + +213 +00:13:56,600 --> 00:13:58,740 +going to look at this fact through various models. + +214 +00:13:59,520 --> 00:14:01,780 +We call them or we are naming them alternative + +215 +00:14:01,780 --> 00:14:08,200 +organization models. These models are various and + +216 +00:14:08,200 --> 00:14:12,700 +their outcome is also various. So some of the + +217 +00:14:12,700 --> 00:14:15,960 +organizations they will say if we would like to + +218 +00:14:15,960 --> 00:14:18,840 +manage and lead the strategic accounting program, + +219 +00:14:19,680 --> 00:14:22,840 +why we shouldn't adopt on this model? The model is + +220 +00:14:22,840 --> 00:14:28,120 +saying everything must be determined and left for + +221 +00:14:28,120 --> 00:14:33,160 +existing sales force. Everything in the work must + +222 +00:14:33,160 --> 00:14:36,500 +be left and determined by the current or the + +223 +00:14:36,500 --> 00:14:39,460 +existing sales force. I mean the current or the + +224 +00:14:39,460 --> 00:14:43,250 +existing staff member who are working in the + +225 +00:14:43,250 --> 00:14:47,990 +strategic account program if everything will be + +226 +00:14:47,990 --> 00:14:51,170 +left for the staff member results will not be + +227 +00:14:51,170 --> 00:14:54,490 +guaranteed and God knows what is the outcome is + +228 +00:14:54,490 --> 00:15:00,030 +going to be like but generally if you are going to + +229 +00:15:00,030 --> 00:15:03,770 +adopt this model this means we are going to have + +230 +00:15:03,770 --> 00:15:06,890 +yes lower risk Because management is going to be + +231 +00:15:06,890 --> 00:15:08,810 +neutralized and everything will be determined by + +232 +00:15:08,810 --> 00:15:12,650 +the staff member. But also, little change will + +233 +00:15:12,650 --> 00:15:15,670 +happen in our own performance. And later on we + +234 +00:15:15,670 --> 00:15:18,770 +will talk about this in a very detailed way. Other + +235 +00:15:18,770 --> 00:15:22,250 +organizations they are saying no. Management + +236 +00:15:22,250 --> 00:15:26,070 +should impose its laws in everything. In other + +237 +00:15:26,070 --> 00:15:29,900 +words, They should determine the policies, the + +238 +00:15:29,900 --> 00:15:33,700 +instructions, the rules, and later on the staff + +239 +00:15:33,700 --> 00:15:36,040 +member should implement and execute them. + +240 +00:15:37,000 --> 00:15:42,300 +Literally. Then they will say the management is + +241 +00:15:42,300 --> 00:15:45,200 +going to keep a close relationship with the + +242 +00:15:45,200 --> 00:15:47,540 +customers. Is this another model? It's another + +243 +00:15:47,540 --> 00:15:49,680 +model. Is it applicable by various sales + +244 +00:15:49,680 --> 00:15:53,600 +organizations? It's applicable. Third type or + +245 +00:15:53,600 --> 00:15:55,940 +third group of organizations, they are not + +246 +00:15:55,940 --> 00:15:59,100 +adopting the first model and the second model, but + +247 +00:15:59,100 --> 00:16:03,020 +they are adopting a new model. In this model, we + +248 +00:16:03,020 --> 00:16:06,340 +called it separate sales force. In the separate + +249 +00:16:06,340 --> 00:16:11,360 +sales force, remember this word. They are going to + +250 +00:16:11,360 --> 00:16:16,840 +say, we would like to have individual staff + +251 +00:16:16,840 --> 00:16:21,640 +members. Individual staff members who are going to + +252 +00:16:21,640 --> 00:16:26,120 +work separately according to the nature of the + +253 +00:16:26,120 --> 00:16:29,480 +account, the character of the account, the nature + +254 +00:16:29,480 --> 00:16:33,780 +of the product and so on. So the result is going + +255 +00:16:33,780 --> 00:16:36,960 +to be those staff members they are going to be + +256 +00:16:36,960 --> 00:16:39,700 +more aggressive. More aggressive in what? More + +257 +00:16:39,700 --> 00:16:41,920 +aggressive in work, more aggressive in attracting + +258 +00:16:41,920 --> 00:16:46,420 +customers, more aggressive in selling. Each one is + +259 +00:16:46,420 --> 00:16:49,680 +going to demonstrate individually that he or she + +260 +00:16:49,680 --> 00:16:53,820 +is the best salesperson who is working in such an + +261 +00:16:53,820 --> 00:16:57,180 +account program. If you are going to adopt this + +262 +00:16:57,180 --> 00:17:00,600 +strategy or this model, then management must be + +263 +00:17:00,600 --> 00:17:03,660 +generous. How? By motivating our staff members + +264 +00:17:03,660 --> 00:17:09,660 +through bonuses and salaries and so on. A fourth + +265 +00:17:09,660 --> 00:17:13,390 +model is saying Or some sales organizations are + +266 +00:17:13,390 --> 00:17:16,510 +saying, we will never implement any one of the + +267 +00:17:16,510 --> 00:17:19,130 +previous three approaches, but we will implement + +268 +00:17:19,130 --> 00:17:23,510 +another approach, which is called sales team. The + +269 +00:17:23,510 --> 00:17:27,430 +sales team here, we or the management is going to + +270 +00:17:27,430 --> 00:17:31,710 +organize its staff member according to teams. Each + +271 +00:17:31,710 --> 00:17:36,010 +team has a function. When you are listening to the + +272 +00:17:36,010 --> 00:17:38,470 +word function, we are reminding or we are + +273 +00:17:38,470 --> 00:17:43,720 +remembering functional specialization model. And + +274 +00:17:43,720 --> 00:17:47,520 +this sales team is going to be implemented + +275 +00:17:47,520 --> 00:17:50,860 +especially if we are going to talk about very + +276 +00:17:50,860 --> 00:17:56,100 +complex sales transactions. This complex sales + +277 +00:17:56,100 --> 00:17:59,360 +transaction it requires what? Various requirements + +278 +00:17:59,360 --> 00:18:01,540 +from the skills, technical knowledge and so on. + +279 +00:18:02,880 --> 00:18:07,280 +So, so far we have what? Four alternative + +280 +00:18:07,280 --> 00:18:10,100 +organization models by which we can organize our + +281 +00:18:10,100 --> 00:18:13,340 +staff members who are working in the strategic + +282 +00:18:13,340 --> 00:18:18,700 +account programs. Now, the outcomes behind these + +283 +00:18:18,700 --> 00:18:22,260 +models are various and they are different. They + +284 +00:18:22,260 --> 00:18:25,970 +look like the temperature of the human beings. in + +285 +00:18:25,970 --> 00:18:28,790 +other words if you are going to implement the + +286 +00:18:28,790 --> 00:18:31,790 +existing okay let's begin from the good thing if + +287 +00:18:31,790 --> 00:18:33,870 +you are going to implement the model of the sales + +288 +00:18:33,870 --> 00:18:36,730 +teams this means that the temperature is going to + +289 +00:18:36,730 --> 00:18:42,030 +be 37 if you are going to implement the separate + +290 +00:18:42,030 --> 00:18:44,550 +sales force model this means we are going to talk + +291 +00:18:44,550 --> 00:18:49,370 +about 38 if you are going to implement this model + +292 +00:18:49,370 --> 00:18:51,710 +the management cell national accounts we are going + +293 +00:18:51,710 --> 00:18:56,460 +to have 39 If we are going to limit the first one, + +294 +00:18:56,560 --> 00:18:59,900 +we might have fourth. What does it mean? + +295 +00:19:00,040 --> 00:19:03,040 +Everything has its own meaning. It means this is + +296 +00:19:03,040 --> 00:19:05,620 +the best model by which we can manage and organize + +297 +00:19:05,620 --> 00:19:11,620 +and lead. What? Strategic Account Program. Because + +298 +00:19:11,620 --> 00:19:16,900 +37 means we are healthy. We are not suffering from + +299 +00:19:16,900 --> 00:19:21,240 +any disease or panic. Later on, if your + +300 +00:19:21,240 --> 00:19:26,020 +temperature is going to reach at 380 or 38, this + +301 +00:19:26,020 --> 00:19:29,580 +means we are suffering from something. Is it + +302 +00:19:29,580 --> 00:19:34,940 +critical? It isn't critical. 39, we are suffering + +303 +00:19:34,940 --> 00:19:38,140 +from something which can be noticed easily. If it + +304 +00:19:38,140 --> 00:19:43,340 +is 40, we are in a very bad condition. We are in a + +305 +00:19:43,340 --> 00:19:46,300 +very bad condition. Therefore, let's go + +306 +00:19:46,300 --> 00:19:48,900 +automatically here and let's look at the outcomes + +307 +00:19:48,900 --> 00:19:54,050 +now. Now, the outcome is saying, if you will + +308 +00:19:54,050 --> 00:19:55,970 +implement the existing sales force model or + +309 +00:19:55,970 --> 00:19:59,090 +technique, the outcome is going to be least + +310 +00:19:59,090 --> 00:20:02,250 +effective. Its effectiveness is very limited. + +311 +00:20:03,030 --> 00:20:06,570 +Also, your market performance is going to be the + +312 +00:20:06,570 --> 00:20:09,930 +lowest. If you will implement sales management, + +313 +00:20:10,410 --> 00:20:13,730 +somewhat more effective and regarding the market + +314 +00:20:13,730 --> 00:20:17,450 +performance is slightly better. If you are going + +315 +00:20:17,450 --> 00:20:19,590 +to implement the technique of separate sales + +316 +00:20:19,590 --> 00:20:21,970 +force, this means you are going to be fairly + +317 +00:20:21,970 --> 00:20:24,730 +effective or your market performance is going to + +318 +00:20:24,730 --> 00:20:27,710 +be good. But where you can get the best and + +319 +00:20:27,710 --> 00:20:30,690 +excellent outcome? The cross-functional sales + +320 +00:20:30,690 --> 00:20:34,390 +team. Where you are going to be most effective and + +321 +00:20:34,390 --> 00:20:37,730 +later on you will achieve best market performance. + +322 +00:20:38,710 --> 00:20:41,450 +So which technique which is the best? Cross + +323 +00:20:41,450 --> 00:20:46,350 +-functional sales team. Exactly. functional sales + +324 +00:20:46,350 --> 00:20:50,370 +technique what did we say regarding the models + +325 +00:20:50,370 --> 00:20:55,050 +last time we do not have one best model everything + +326 +00:20:55,050 --> 00:21:00,730 +depends on the context okay but regarding the + +327 +00:21:00,730 --> 00:21:03,910 +models by which we can manage and organize + +328 +00:21:03,910 --> 00:21:08,570 +strategic account program this is the best cross + +329 +00:21:08,570 --> 00:21:12,770 +functional sales team any question any comments + +330 +00:21:12,770 --> 00:21:16,580 +about this Now, let's move quickly to this. Now, + +331 +00:21:16,740 --> 00:21:19,720 +I'm not going to speak and it's up. It's your turn + +332 +00:21:19,720 --> 00:21:22,820 +to speak up. Go on. What do you understand from + +333 +00:21:22,820 --> 00:21:23,240 +this thing? + +334 +00:21:32,710 --> 00:21:35,270 +If we distinguish between our customers as + +335 +00:21:35,270 --> 00:21:37,270 +strategic and regular, we will have very high + +336 +00:21:37,270 --> 00:21:40,410 +benefits ranging from the sales to national + +337 +00:21:40,410 --> 00:21:43,590 +accounts to profit and long-term profitability so + +338 +00:21:43,590 --> 00:21:45,450 +that everything will be positive and the outcome + +339 +00:21:45,450 --> 00:21:50,310 +will be very satisfying. Exactly. So to sum up, + +340 +00:21:51,310 --> 00:21:54,490 +companies are going to initiate, they are going to + +341 +00:21:54,490 --> 00:21:58,690 +inaugurate, they are going to establish strategic + +342 +00:21:59,740 --> 00:22:03,180 +account program simply because they are gaining + +343 +00:22:03,180 --> 00:22:05,940 +they are gaining what they are gaining benefits + +344 +00:22:05,940 --> 00:22:09,220 +benefit number one they are going to increase + +345 +00:22:09,220 --> 00:22:12,800 +sales to national accounts so their sale volume + +346 +00:22:12,800 --> 00:22:16,560 +will be increased some of the statistics they are + +347 +00:22:16,560 --> 00:22:19,560 +saying this increase might reach more than 90 + +348 +00:22:19,560 --> 00:22:24,140 +percent somebody is going to ask but what about + +349 +00:22:24,140 --> 00:22:27,520 +the nine percent which is left it will be gained + +350 +00:22:27,520 --> 00:22:27,860 +from + +351 +00:22:32,050 --> 00:22:36,530 +A second benefit, + +352 +00:22:37,390 --> 00:22:40,910 +if our sales are going to increase, for sure our + +353 +00:22:40,910 --> 00:22:44,970 +profit will increase as well. Some statistics are + +354 +00:22:44,970 --> 00:22:49,270 +showing that strategic account programs are + +355 +00:22:49,270 --> 00:22:53,310 +contributing with more than 80% of the + +356 +00:22:53,310 --> 00:22:57,600 +profitability of these sales agencies. A third + +357 +00:22:57,600 --> 00:22:59,840 +benefit, we are going to increase our market + +358 +00:22:59,840 --> 00:23:04,300 +share. This is reminding us with our company and + +359 +00:23:04,300 --> 00:23:07,680 +its ability to dominate the market. This might + +360 +00:23:07,680 --> 00:23:12,060 +reach three quarters of + +361 +00:23:12,060 --> 00:23:15,940 +the market. Another benefit, we are going to + +362 +00:23:15,940 --> 00:23:19,320 +improve our customer communication. How? By + +363 +00:23:19,320 --> 00:23:22,040 +getting and gaining new knowledge and experience. + +364 +00:23:23,750 --> 00:23:26,490 +improving the channels and the methods of + +365 +00:23:26,490 --> 00:23:29,370 +communicating with others. And finally, we are + +366 +00:23:29,370 --> 00:23:32,550 +going to improve our customer coordination. When + +367 +00:23:32,550 --> 00:23:35,190 +we are saying customer coordination, this means we + +368 +00:23:35,190 --> 00:23:37,890 +are gaining experience to distinguish between the + +369 +00:23:37,890 --> 00:23:43,190 +big fish, the medium fish, and the small fish. Any + +370 +00:23:43,190 --> 00:23:46,050 +question or comments about this? So these briefly + +371 +00:23:46,050 --> 00:23:49,510 +are the five major benefits which we can attain if + +372 +00:23:49,510 --> 00:23:52,230 +we are going to adopt strategic account program. + +373 +00:23:52,350 --> 00:23:52,790 +Go on Farah. + +374 +00:23:59,630 --> 00:24:01,650 +They are interrelated. + +375 +00:24:13,310 --> 00:24:17,270 +Ok listen, + +376 +00:24:19,830 --> 00:24:22,830 +once the question of Farah is reminding us with + +377 +00:24:22,830 --> 00:24:26,320 +what we stated before. We said sales volume + +378 +00:24:26,320 --> 00:24:30,340 +doesn't always refer to profitability. But + +379 +00:24:30,340 --> 00:24:33,040 +remember here, we are not talking about regular + +380 +00:24:33,040 --> 00:24:35,920 +department, we are talking about what? Strategic + +381 +00:24:35,920 --> 00:24:40,300 +ones. So the strategic ones means the sales volume + +382 +00:24:40,300 --> 00:24:45,640 +is interrelated with profitability. Okay? Now go + +383 +00:24:45,640 --> 00:24:47,720 +on, look at this, what do you understand from + +384 +00:24:47,720 --> 00:24:51,320 +them? What do you understand from them? + +385 +00:24:55,980 --> 00:25:03,020 +These are quotes, quotes or insights mentioned by + +386 +00:25:03,020 --> 00:25:05,560 +executives or managers who used to manage + +387 +00:25:05,560 --> 00:25:08,260 +strategic account programs in various companies. + +388 +00:25:09,960 --> 00:25:12,660 +They are saying what? They are saying various + +389 +00:25:12,660 --> 00:25:17,820 +facts. They are saying, until the customer tells + +390 +00:25:17,820 --> 00:25:21,900 +us that we are strategic suppliers for them, we + +391 +00:25:21,900 --> 00:25:24,340 +cannot determine or consider them to be strategic + +392 +00:25:24,340 --> 00:25:29,460 +accounts. In other words, don't praise yourself, + +393 +00:25:30,220 --> 00:25:31,680 +don't flatter yourself. + +394 +00:25:35,820 --> 00:25:42,000 +So we have to wait this fact to be uttered or + +395 +00:25:42,000 --> 00:25:46,000 +pronounced by the tongue of our customer. If this + +396 +00:25:46,000 --> 00:25:48,620 +customer told you that you are strategic supplier + +397 +00:25:48,620 --> 00:25:51,920 +for him or her, then we can consider him to be + +398 +00:25:51,920 --> 00:25:56,520 +strategic account. Before that, we cannot decide + +399 +00:25:56,520 --> 00:26:01,100 +on this issue, either he or she is strategic or + +400 +00:26:01,100 --> 00:26:05,220 +non-strategic. Another fact is saying strategic + +401 +00:26:05,220 --> 00:26:08,960 +accounts brings you opportunities. When we are + +402 +00:26:08,960 --> 00:26:11,600 +saying opportunities, we are referring to one + +403 +00:26:11,600 --> 00:26:14,640 +simple thing, which is actual sales transaction. + +404 +00:26:17,920 --> 00:26:23,540 +Actual sales transaction. So if this account is + +405 +00:26:23,540 --> 00:26:26,080 +going to give you the path or open the door for + +406 +00:26:26,080 --> 00:26:30,460 +you to strike sales transaction with him or her, + +407 +00:26:30,880 --> 00:26:34,600 +this means this person is strategic account. But + +408 +00:26:34,600 --> 00:26:38,380 +if you will continue having to try to push your + +409 +00:26:38,380 --> 00:26:43,380 +ideas or your offers or your offers on him or her, + +410 +00:26:43,920 --> 00:26:47,280 +this isn't the issue or the background by which we + +411 +00:26:47,280 --> 00:26:49,620 +can determine if this account is strategic or non + +412 +00:26:49,620 --> 00:26:53,430 +-strategic. We are looking for actions, we are + +413 +00:26:53,430 --> 00:26:56,370 +looking for deeds. The actions and deeds can be + +414 +00:26:56,370 --> 00:26:59,830 +seen by opportunities. These opportunities are + +415 +00:26:59,830 --> 00:27:03,930 +actual sales transactions. So if he agreed or if + +416 +00:27:03,930 --> 00:27:07,990 +she agreed with you to make a business and to deal + +417 +00:27:07,990 --> 00:27:11,390 +with a sales transaction, then this account might + +418 +00:27:11,390 --> 00:27:16,590 +be strategic. A third factor in sight, if our + +419 +00:27:16,590 --> 00:27:19,690 +products and services are not critical. What's the + +420 +00:27:19,690 --> 00:27:21,510 +meaning of I'm not critical? They are not + +421 +00:27:21,510 --> 00:27:24,090 +important, they are not essential. For the + +422 +00:27:24,090 --> 00:27:26,290 +business or for the performance of the account, + +423 +00:27:27,350 --> 00:27:33,650 +this account cannot be strategic. So if your goods + +424 +00:27:33,650 --> 00:27:36,630 +and services which you are offering are strategic, + +425 +00:27:37,250 --> 00:27:40,110 +are important, are essential for the businesses + +426 +00:27:40,110 --> 00:27:42,270 +and the performance and the work of our customer, + +427 +00:27:42,410 --> 00:27:45,910 +then we might consider him or her to be strategic. + +428 +00:27:46,530 --> 00:27:48,350 +This is reminding us with one of the examples + +429 +00:27:48,350 --> 00:27:51,370 +which we talked I think one month ago. What did we + +430 +00:27:51,370 --> 00:27:53,830 +say when we gave example about the relationship + +431 +00:27:53,830 --> 00:27:57,310 +between a restaurant and a bakery? We are talking + +432 +00:27:57,310 --> 00:28:01,310 +about a good which is print. Is it vital for the + +433 +00:28:01,310 --> 00:28:03,490 +restaurants? It's vital. Is it essential? It's + +434 +00:28:03,490 --> 00:28:06,790 +essential. Is it critical? It's critical. Then the + +435 +00:28:06,790 --> 00:28:09,410 +two are going to deal with each other as strategic + +436 +00:28:09,410 --> 00:28:14,370 +accounts. Okay? Now, another quote is saying, + +437 +00:28:16,030 --> 00:28:16,550 +listen, + +438 +00:28:19,390 --> 00:28:22,290 +the seller and the buyer, none of them is going to + +439 +00:28:22,290 --> 00:28:26,090 +determine, none of them is going to decide, none + +440 +00:28:26,090 --> 00:28:28,790 +of them is going to consider the other to be + +441 +00:28:28,790 --> 00:28:31,730 +subject unless he is going to answer two + +442 +00:28:31,730 --> 00:28:36,030 +questions. Question number one, what's your + +443 +00:28:36,030 --> 00:28:40,230 +interests? And what's mine? + +444 +00:28:43,970 --> 00:28:47,910 +And question number two, are these interests + +445 +00:28:47,910 --> 00:28:48,690 +aligned, + +446 +00:28:51,010 --> 00:28:57,830 +matched? If the answer is yes, then we are talking + +447 +00:28:57,830 --> 00:29:00,310 +about strategic accounts. If the answer is no, + +448 +00:29:00,430 --> 00:29:02,990 +then we are not talking about strategic accounts. + +449 +00:29:04,470 --> 00:29:06,290 +But this is the experience which are set by what? + +450 +00:29:06,870 --> 00:29:09,370 +By executives who used to manage for several years + +451 +00:29:09,370 --> 00:29:14,080 +strategic account programs in companies. Also they + +452 +00:29:14,080 --> 00:29:16,520 +are saying the best strategic accounts are willing + +453 +00:29:16,520 --> 00:29:19,620 +to open the door, allow us to help them, there is + +454 +00:29:19,620 --> 00:29:22,300 +an ongoing invitation, there is a continuous + +455 +00:29:22,300 --> 00:29:26,180 +invitation to bring expertise into their own + +456 +00:29:26,180 --> 00:29:29,800 +companies or firms or work or whatever. So these + +457 +00:29:29,800 --> 00:29:33,500 +are the characteristics by which we can predict if + +458 +00:29:33,500 --> 00:29:36,420 +we are going to create strategic accounts or not. + +459 +00:29:37,240 --> 00:29:42,460 +Any question or comment so far? Moving on, now + +460 +00:29:42,460 --> 00:29:47,640 +let's sum up our class by some statistics. When + +461 +00:29:47,640 --> 00:29:50,800 +these statistics or some of the surveys were + +462 +00:29:50,800 --> 00:29:54,540 +distributed to + +463 +00:29:54,540 --> 00:29:57,300 +many sales agencies which are having departments + +464 +00:29:57,300 --> 00:30:00,940 +of strategic account programs. The first question + +465 +00:30:00,940 --> 00:30:04,220 +which were asked, are training programs for the + +466 +00:30:04,220 --> 00:30:07,350 +strategic account manager different? if you are + +467 +00:30:07,350 --> 00:30:11,270 +going to look at the answers about 37 they said we + +468 +00:30:11,270 --> 00:30:15,150 +are providing training for strategic accounts this + +469 +00:30:15,150 --> 00:30:20,170 +training is different 26% said there isn't any + +470 +00:30:20,170 --> 00:30:23,810 +difference in the training and 37 said different + +471 +00:30:23,810 --> 00:30:27,150 +training for strategic account managers So we are + +472 +00:30:27,150 --> 00:30:30,310 +talking about different results. Why we are + +473 +00:30:30,310 --> 00:30:32,550 +talking about different results? Simply because + +474 +00:30:32,550 --> 00:30:35,250 +there are individual differences among sales + +475 +00:30:35,250 --> 00:30:38,530 +agencies and organizations regarding financial + +476 +00:30:38,530 --> 00:30:41,930 +capacity, regarding belief in the importance of + +477 +00:30:41,930 --> 00:30:45,850 +training, and so on and so on. Another question in + +478 +00:30:45,850 --> 00:30:49,030 +the survey was, do your strategic account managers + +479 +00:30:49,030 --> 00:30:53,690 +carry an assigned sales quota? When we are saying + +480 +00:30:53,690 --> 00:30:57,330 +carry and assign sales quota, it means before we + +481 +00:30:57,330 --> 00:31:00,870 +will begin our work, do the manager of the sales + +482 +00:31:00,870 --> 00:31:03,510 +account or subject account program, do they + +483 +00:31:03,510 --> 00:31:06,710 +specify a quota of sales which we should hit, + +484 +00:31:07,110 --> 00:31:10,270 +which we should achieve? If you are going to find + +485 +00:31:10,270 --> 00:31:14,310 +that 68% the majority they are saying yes. Why + +486 +00:31:14,310 --> 00:31:18,490 +they are saying this? Because this percentage or + +487 +00:31:18,490 --> 00:31:21,370 +this quota is going to be the measurement tool by + +488 +00:31:21,370 --> 00:31:24,350 +which we can predict if we are doing a good work + +489 +00:31:24,350 --> 00:31:29,970 +or bad one. With 3% they didn't answer the + +490 +00:31:29,970 --> 00:31:33,650 +question or about 30% they said no we are not + +491 +00:31:33,650 --> 00:31:36,370 +having a science-science quota. But the majority + +492 +00:31:36,370 --> 00:31:41,490 +they are imposing a science-science quota. Now + +493 +00:31:41,490 --> 00:31:46,850 +listen The assigned sales quota is reminding us + +494 +00:31:46,850 --> 00:31:48,510 +with something very important in management and + +495 +00:31:48,510 --> 00:31:52,630 +business, which is measurement, which is + +496 +00:31:52,630 --> 00:31:56,010 +operationalization. So we have a word which is + +497 +00:31:56,010 --> 00:31:56,830 +called measurement. + +498 +00:32:00,310 --> 00:32:02,650 +And later on, we began talking about the word + +499 +00:32:02,650 --> 00:32:10,290 +operation, operationalization, one word. + +500 +00:32:11,960 --> 00:32:13,600 +Operationalization has the same meaning with + +501 +00:32:13,600 --> 00:32:17,520 +measurement. So the language of business is saying + +502 +00:32:17,520 --> 00:32:20,080 +everything must be determined, everything must be + +503 +00:32:20,080 --> 00:32:23,100 +transferred to numbers to predict our performance + +504 +00:32:23,100 --> 00:32:26,160 +and to classify if it is good, poor, very good, + +505 +00:32:26,380 --> 00:32:28,760 +excellent and so on. The same thing is done with + +506 +00:32:28,760 --> 00:32:32,000 +you when you are making tests and getting points + +507 +00:32:32,000 --> 00:32:35,980 +and grades. Your performance is converted into a + +508 +00:32:35,980 --> 00:32:39,120 +measurement language by which we can predict your + +509 +00:32:39,120 --> 00:32:44,570 +performance. The same thing. A final question in + +510 +00:32:44,570 --> 00:32:47,970 +this survey was the following. Do such account + +511 +00:32:47,970 --> 00:32:50,550 +managers have formal authority over the rest of + +512 +00:32:50,550 --> 00:32:53,990 +the sales organization? In other words, The + +513 +00:32:53,990 --> 00:32:57,590 +manager who is managing strategic account program, + +514 +00:32:58,310 --> 00:33:01,370 +is he having a worldwide or organizational wide + +515 +00:33:01,370 --> 00:33:05,150 +authority over the other sales department? Some of + +516 +00:33:05,150 --> 00:33:08,550 +the organizations they said 47%, they said no + +517 +00:33:08,550 --> 00:33:10,430 +formal authority over others in the sales + +518 +00:33:10,430 --> 00:33:16,130 +organization. Why? Other organizations of the + +519 +00:33:16,130 --> 00:33:18,050 +sales or other departments of the sales especially + +520 +00:33:18,050 --> 00:33:21,770 +the regular ones, they have their own independent + +521 +00:33:21,770 --> 00:33:26,130 +management. And this manager who is managing the + +522 +00:33:26,130 --> 00:33:29,110 +strategic account program, he or she does not have + +523 +00:33:29,110 --> 00:33:32,930 +any legal authority over them. They are working + +524 +00:33:32,930 --> 00:33:38,230 +independently. This is where? In the majority of + +525 +00:33:38,230 --> 00:33:41,570 +sales agencies. Are we talking about the same + +526 +00:33:41,570 --> 00:33:44,330 +technique or the same philosophy? Not necessarily. + +527 +00:33:45,170 --> 00:33:51,290 +About 24% what did they say? They said sales team + +528 +00:33:51,290 --> 00:33:53,610 +report directly to the strategic account managers. + +529 +00:33:54,840 --> 00:33:59,320 +They report directly. This approach or procedure + +530 +00:33:59,320 --> 00:34:02,180 +is applicable in specific or various sales + +531 +00:34:02,180 --> 00:34:05,960 +agencies. A third group with about 7% they didn't + +532 +00:34:05,960 --> 00:34:09,960 +answer this question, and about 22% they said they + +533 +00:34:09,960 --> 00:34:13,660 +may assemble TumbleLally virtual sales team that + +534 +00:34:13,660 --> 00:34:17,000 +report directly to strategic accounts. Assemble + +535 +00:34:17,000 --> 00:34:17,720 +TumbleLally. + +536 +00:34:20,960 --> 00:34:24,840 +بمعنى بمعنى if the actual managers for these sales + +537 +00:34:24,840 --> 00:34:27,900 +departments are absent they are on holidays this + +538 +00:34:27,900 --> 00:34:31,620 +means we might try to raise our reports to the + +539 +00:34:31,620 --> 00:34:36,000 +manager of strategic account programs but the + +540 +00:34:36,000 --> 00:34:39,000 +majority they are saying that this manager doesn't + +541 +00:34:39,000 --> 00:34:42,740 +have any formal authority over us why once again + +542 +00:34:42,740 --> 00:34:48,260 +each department has its own policies Aims, goals + +543 +00:34:48,260 --> 00:34:50,780 +and they are working independently. Independently + +544 +00:34:50,780 --> 00:34:53,280 +regarding the implementation of work. + +545 +00:34:58,440 --> 00:35:02,580 +By this + +546 +00:35:02,580 --> 00:35:07,960 +we are saying bye bye and next time we are going + +547 +00:35:07,960 --> 00:35:10,400 +to finalize chapter number 6 and inshallah next + +548 +00:35:10,400 --> 00:35:13,760 +week we will begin with chapter number 7. Okay, + +549 +00:35:14,380 --> 00:35:14,800 +see you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..1aa77d3771061951a11371a990ebb4897fe07f25 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_raw.srt @@ -0,0 +1,2196 @@ +1 +00:00:20,920 --> 00:00:26,400 +Okay, good morning. Today we will go on with the + +2 +00:00:26,400 --> 00:00:28,240 +second or with the previous topic which we + +3 +00:00:28,240 --> 00:00:32,760 +discussed last time, which is strategic account + +4 +00:00:32,760 --> 00:00:39,380 +programs. Now, last time we hinted out that the + +5 +00:00:39,380 --> 00:00:41,640 +selection of the strategic accounts is + +6 +00:00:41,640 --> 00:00:45,140 +problematic. When we are saying it is problematic, + +7 +00:00:45,440 --> 00:00:49,060 +we are referring to the fact that it isn't an easy + +8 +00:00:49,060 --> 00:00:53,640 +task. It isn't an easy task to select strategic + +9 +00:00:53,640 --> 00:01:00,200 +accounts. So one of the major goals of today's + +10 +00:01:00,200 --> 00:01:04,520 +class is how we are going to identify accounts who + +11 +00:01:04,520 --> 00:01:08,600 +should be strategic ones. So as you can see, + +12 +00:01:09,700 --> 00:01:14,500 +generally, if we are going to consider an account + +13 +00:01:14,500 --> 00:01:17,860 +to be strategic, we have to ask one simple + +14 +00:01:17,860 --> 00:01:22,650 +question. What is the sales volume which this + +15 +00:01:22,650 --> 00:01:26,870 +account is going to consume or buy from us? So the + +16 +00:01:26,870 --> 00:01:31,550 +sales volume is considered to be the major point + +17 +00:01:31,550 --> 00:01:33,870 +upon which we can classify accounts to be + +18 +00:01:33,870 --> 00:01:37,690 +strategic or non-strategic. If this sales volume + +19 +00:01:37,690 --> 00:01:42,470 +is significant, it's big, it's huge, this means we + +20 +00:01:42,470 --> 00:01:49,260 +should list this account to be a strategic one. Is + +21 +00:01:49,260 --> 00:01:52,140 +this the only condition for strategic accounts? + +22 +00:01:52,440 --> 00:01:56,400 +No, still we are talking about other conditions, + +23 +00:01:57,280 --> 00:02:00,960 +other requirements, which should be available also + +24 +00:02:00,960 --> 00:02:05,620 +while we are dealing with this account. So, when a + +25 +00:02:05,620 --> 00:02:08,720 +customer purchases a significant volume and + +26 +00:02:08,720 --> 00:02:12,740 +exhibits one or a combination of the following One + +27 +00:02:12,740 --> 00:02:15,880 +of the things which this account should exempt, + +28 +00:02:16,060 --> 00:02:18,800 +number one, multiple people are involved in the + +29 +00:02:18,800 --> 00:02:22,440 +buying process. When we are saying multiple people + +30 +00:02:22,440 --> 00:02:26,060 +are involved in the buying process, this means we + +31 +00:02:26,060 --> 00:02:29,200 +are not referring to a very simple cheap items to + +32 +00:02:29,200 --> 00:02:32,080 +be purchased. We are referring to goods and + +33 +00:02:32,080 --> 00:02:35,600 +products which are very expensive, which requires + +34 +00:02:35,600 --> 00:02:38,740 +various technical knowledge, which requires more + +35 +00:02:38,740 --> 00:02:41,600 +consideration, which requires more scrutiny. + +36 +00:02:42,670 --> 00:02:45,990 +Therefore, we are going to talk about more than + +37 +00:02:45,990 --> 00:02:49,350 +one person who are going to be in charge for + +38 +00:02:49,350 --> 00:02:52,930 +finalizing this sales transaction. If this is the + +39 +00:02:52,930 --> 00:02:57,190 +case, then this account might be strategic. In + +40 +00:02:57,190 --> 00:03:00,510 +addition, purchasing is centralized. In other + +41 +00:03:00,510 --> 00:03:04,150 +words, the decision to purchase or to buy + +42 +00:03:04,150 --> 00:03:08,490 +something or not to buy it cannot be determined by + +43 +00:03:08,490 --> 00:03:11,950 +an ordinary person. but it should be determined + +44 +00:03:11,950 --> 00:03:15,670 +and approved by a centralized senior management. + +45 +00:03:17,210 --> 00:03:20,570 +If the centralized senior management is requiring + +46 +00:03:20,570 --> 00:03:26,570 +us to have their own approval, then we are talking + +47 +00:03:26,570 --> 00:03:30,970 +about an accountant who should be strategic. So + +48 +00:03:30,970 --> 00:03:33,790 +once again here, the purchasing decision is + +49 +00:03:33,790 --> 00:03:36,490 +centralized, which means it requires the approval + +50 +00:03:36,490 --> 00:03:41,090 +of the senior management. Also, the customer + +51 +00:03:41,090 --> 00:03:43,050 +deserves long-term cooperative working + +52 +00:03:43,050 --> 00:03:47,910 +relationship. Any account who is going to express + +53 +00:03:47,910 --> 00:03:51,310 +his or her willingness of having long-term + +54 +00:03:51,310 --> 00:03:54,750 +relationship, a cooperative relationship, a + +55 +00:03:54,750 --> 00:03:58,130 +coordinative relationship, this means this account + +56 +00:03:58,130 --> 00:04:01,850 +might be subject. The final thing which we would + +57 +00:04:01,850 --> 00:04:06,230 +like to refer is If the customer or if the account + +58 +00:04:06,230 --> 00:04:10,490 +expresses another willingness of having a unique + +59 +00:04:10,490 --> 00:04:14,270 +special relationship or treatment or service for + +60 +00:04:14,270 --> 00:04:18,530 +him or her, then this account should be strategic. + +61 +00:04:19,450 --> 00:04:23,110 +So these are briefly the major things by which we + +62 +00:04:23,110 --> 00:04:27,150 +can smell if this account is strategic or non + +63 +00:04:27,150 --> 00:04:29,970 +-strategic. Is it important? It's very important. + +64 +00:04:31,420 --> 00:04:33,740 +The thing which is more important is the + +65 +00:04:33,740 --> 00:04:37,540 +following. What are the major common problems + +66 +00:04:37,540 --> 00:04:41,560 +which we are going to face or encounter while we + +67 +00:04:41,560 --> 00:04:46,200 +are managing or dealing with a program or + +68 +00:04:46,200 --> 00:04:49,720 +strategic accounts program? One of the most common + +69 +00:04:49,720 --> 00:04:53,720 +problems which we might face is we might have a + +70 +00:04:53,720 --> 00:04:57,120 +very wide and big database or this database is + +71 +00:04:57,120 --> 00:05:00,600 +including too many strategic accounts. Now I'm + +72 +00:05:00,600 --> 00:05:02,760 +going to ask a question and I think we answered it + +73 +00:05:02,760 --> 00:05:05,780 +last time. What is the problem which we are going + +74 +00:05:05,780 --> 00:05:10,860 +to gain if the strategic accounts or their number + +75 +00:05:10,860 --> 00:05:13,600 +is very huge or very big? Hanin? Increase the + +76 +00:05:13,600 --> 00:05:15,960 +pressure of work, so that will lead to decreased + +77 +00:05:15,960 --> 00:05:17,960 +level of service and that will lead to increase in + +78 +00:05:17,960 --> 00:05:22,400 +the cost. Exactly. So we are going or this thing + +79 +00:05:22,400 --> 00:05:25,860 +is going to lead to overload or pressure of work, + +80 +00:05:26,240 --> 00:05:29,360 +increase of the cost and the result might be + +81 +00:05:29,360 --> 00:05:33,860 +worse, which means under service level or a + +82 +00:05:33,860 --> 00:05:37,840 +service which isn't good. It's very bad. Why it's + +83 +00:05:37,840 --> 00:05:41,600 +very bad? Because we cannot satisfy this big + +84 +00:05:41,600 --> 00:05:45,500 +number of strategic accounts. Is this a problem? + +85 +00:05:45,780 --> 00:05:49,520 +It's a problem. A second common problem is the + +86 +00:05:49,520 --> 00:05:53,750 +following. Sometimes you are going to like + +87 +00:05:53,750 --> 00:05:56,730 +somebody or this somebody is going to dislike you + +88 +00:05:56,730 --> 00:06:02,110 +or ignores you. The same thing here. We might look + +89 +00:06:02,110 --> 00:06:05,910 +at those accounts as strategic, but they are not + +90 +00:06:05,910 --> 00:06:09,230 +looking at us or even they do not consider us or + +91 +00:06:09,230 --> 00:06:13,730 +even we are not listed even in their own radar. So + +92 +00:06:13,730 --> 00:06:17,250 +is this a problematic? It's a problematic. But why + +93 +00:06:17,250 --> 00:06:21,540 +this is a problematic? Because the staff who are + +94 +00:06:21,540 --> 00:06:23,660 +going to work in managing strategic account + +95 +00:06:23,660 --> 00:06:28,020 +programs, they should adopt new strategies, adopt + +96 +00:06:28,020 --> 00:06:31,440 +new plans, think of new ways of how to attract + +97 +00:06:31,440 --> 00:06:35,540 +them. Otherwise, this means we are losing a + +98 +00:06:35,540 --> 00:06:39,700 +fortune. A third common problem, too much + +99 +00:06:39,700 --> 00:06:42,280 +organizational effort directed toward big name + +100 +00:06:42,280 --> 00:06:45,980 +accounts. When we are referring to the big name + +101 +00:06:45,980 --> 00:06:50,160 +accounts, we are referring to a very strong and + +102 +00:06:50,160 --> 00:06:55,000 +influential accounts. These big name accounts, + +103 +00:06:55,200 --> 00:07:00,900 +they look like the big fish. Now, if we are going + +104 +00:07:00,900 --> 00:07:05,600 +to give a big effort for a specific number of + +105 +00:07:05,600 --> 00:07:10,960 +these big fish, we might fall into another + +106 +00:07:10,960 --> 00:07:14,740 +trouble, which is Other strategic accounts might + +107 +00:07:14,740 --> 00:07:19,060 +be ignored or other strategic accounts might feel + +108 +00:07:19,060 --> 00:07:22,840 +that there is a kind of discrimination between + +109 +00:07:22,840 --> 00:07:26,860 +these big accounts and the rest of the strategic + +110 +00:07:26,860 --> 00:07:30,280 +account list. Is this problematic? It's + +111 +00:07:30,280 --> 00:07:34,860 +problematic. This might lead the rest of the + +112 +00:07:34,860 --> 00:07:38,300 +strategic accounts to leave and to abandon your + +113 +00:07:38,300 --> 00:07:42,680 +sales agency. Why? Because they are feeling we are + +114 +00:07:42,680 --> 00:07:46,620 +discriminating among them. How? By our treatment. + +115 +00:07:46,920 --> 00:07:50,260 +How? By our offers. How? By our discounts and so + +116 +00:07:50,260 --> 00:07:54,600 +on and so on. So be careful and try to deal with + +117 +00:07:54,600 --> 00:07:57,820 +them equally or don't ever discriminate among + +118 +00:07:57,820 --> 00:08:03,260 +them. A fourth common problem is represented by + +119 +00:08:03,260 --> 00:08:06,360 +this simple fact. Sometimes we are going to hire + +120 +00:08:07,280 --> 00:08:09,440 +staff member or sales persons who are going to + +121 +00:08:09,440 --> 00:08:12,540 +work in the strategic account programs and these + +122 +00:08:12,540 --> 00:08:17,100 +sales persons they are not thinking enough of the + +123 +00:08:17,100 --> 00:08:19,520 +huge return which we are going to get as a company + +124 +00:08:19,520 --> 00:08:22,880 +behind this long-term relationship with the + +125 +00:08:22,880 --> 00:08:26,540 +strategic accounts in other words we might hire + +126 +00:08:26,540 --> 00:08:32,240 +wrong staff members who are having a very short + +127 +00:08:32,240 --> 00:08:37,550 +sight short vision they are impatient They are + +128 +00:08:37,550 --> 00:08:40,830 +thinking of the quick profit and that's it. Is + +129 +00:08:40,830 --> 00:08:45,210 +this going to be a problem? Yes. Why? Because this + +130 +00:08:45,210 --> 00:08:51,150 +staff member might drop down a potential customer + +131 +00:08:51,150 --> 00:08:56,070 +to be strategic. And this is a problem. A fifth + +132 +00:08:56,070 --> 00:08:58,690 +one, no common process across the organization. + +133 +00:08:59,910 --> 00:09:02,310 +When we are saying no common process across the + +134 +00:09:02,310 --> 00:09:04,910 +organization, we are referring to one simple fact, + +135 +00:09:04,990 --> 00:09:11,550 +which is We do not have a quick, specific, + +136 +00:09:12,030 --> 00:09:16,230 +standardized process or approach by which we can + +137 +00:09:16,230 --> 00:09:20,350 +attract and satisfy every single account. Somebody + +138 +00:09:20,350 --> 00:09:23,390 +is going to wonder why? Why? Because we are + +139 +00:09:23,390 --> 00:09:25,650 +talking about human beings who are having + +140 +00:09:25,650 --> 00:09:29,150 +individual differences. If an account likes + +141 +00:09:29,150 --> 00:09:31,810 +something, another account might dislike the same + +142 +00:09:31,810 --> 00:09:37,780 +thing. So in this case, we as a management of the + +143 +00:09:37,780 --> 00:09:41,740 +strategic account program, we cannot impose 1 plus + +144 +00:09:41,740 --> 00:09:45,660 +1 equals 2 approach and we are going to educate + +145 +00:09:45,660 --> 00:09:49,160 +our staff members, if you will experiment this + +146 +00:09:49,160 --> 00:09:53,180 +approach, you will satisfy the account. This isn't + +147 +00:09:53,180 --> 00:09:56,260 +available. We are talking about human beings, we + +148 +00:09:56,260 --> 00:09:57,780 +are talking about different moods, different + +149 +00:09:57,780 --> 00:09:59,700 +characters, different emotions, different + +150 +00:09:59,700 --> 00:10:05,020 +feelings. Each one has its own taste. Therefore, + +151 +00:10:05,240 --> 00:10:08,440 +we cannot educate our staff members to experiment + +152 +00:10:08,440 --> 00:10:12,260 +one standardized approach. Somebody is going to + +153 +00:10:12,260 --> 00:10:15,900 +say, what should we do? We as a management, we are + +154 +00:10:15,900 --> 00:10:20,000 +going to offer our staff members basic training + +155 +00:10:20,000 --> 00:10:22,800 +about how to attract and satisfy strategic + +156 +00:10:22,800 --> 00:10:27,090 +accounts. Later on, what about the details? The + +157 +00:10:27,090 --> 00:10:30,310 +details are left for the thinking and the skill + +158 +00:10:30,310 --> 00:10:35,990 +and the effort of each staff member. This is what + +159 +00:10:35,990 --> 00:10:38,810 +is happening. We are providing them with the + +160 +00:10:38,810 --> 00:10:43,410 +basics. The details are left for the cleverness, + +161 +00:10:43,930 --> 00:10:46,990 +the skill, the knowledge, the thinking of each + +162 +00:10:46,990 --> 00:10:50,310 +staff member. Is this a problem? It's a problem. + +163 +00:10:50,910 --> 00:10:53,070 +Because some staff members might succeed in this + +164 +00:10:53,070 --> 00:10:58,850 +test, while others might fail. Finally, no + +165 +00:10:58,850 --> 00:11:02,510 +tracking and reviewing of strategic accounts. This + +166 +00:11:02,510 --> 00:11:05,750 +is something very special. All the time remember, + +167 +00:11:06,470 --> 00:11:08,630 +whenever we are going to deal with a database + +168 +00:11:08,630 --> 00:11:12,470 +carrying all the names of strategic accounts, this + +169 +00:11:12,470 --> 00:11:17,200 +database must be updated. Why we should update it? + +170 +00:11:17,460 --> 00:11:21,940 +Simply because life is changing. Life is changing + +171 +00:11:21,940 --> 00:11:23,900 +like what is happening with us. For example, we + +172 +00:11:23,900 --> 00:11:28,300 +are now at the end of November. After one day or + +173 +00:11:28,300 --> 00:11:30,800 +two days, we are going to receive our salaries. In + +174 +00:11:30,800 --> 00:11:32,880 +the first and the second week, we feel that we are + +175 +00:11:32,880 --> 00:11:36,400 +very rich. In the third and the fourth week, we + +176 +00:11:36,400 --> 00:11:38,700 +are feeling we are very poor. The same thing is + +177 +00:11:38,700 --> 00:11:42,370 +happening with the Johnson's. Companies, companies + +178 +00:11:42,370 --> 00:11:44,270 +sometimes they are going to gain fortune or they + +179 +00:11:44,270 --> 00:11:46,150 +are going to be very rich or they will consume + +180 +00:11:46,150 --> 00:11:49,290 +from you too much or sometimes they are going to + +181 +00:11:49,290 --> 00:11:52,150 +be down and they are going to be poor and they + +182 +00:11:52,150 --> 00:11:55,770 +will not buy anything from you. If this is the + +183 +00:11:55,770 --> 00:11:59,950 +case then any account who is going to classify or + +184 +00:11:59,950 --> 00:12:03,400 +to change his status from being potential to + +185 +00:12:03,400 --> 00:12:06,960 +impotential. This means if this account is + +186 +00:12:06,960 --> 00:12:10,120 +impotential, this means it must be deleted from + +187 +00:12:10,120 --> 00:12:14,320 +the database of the strategic accounts. Because if + +188 +00:12:14,320 --> 00:12:17,200 +you are going to leave their names on, this means + +189 +00:12:17,200 --> 00:12:18,960 +we are going to return back to the same problem. + +190 +00:12:20,250 --> 00:12:22,810 +What is the meaning of this? We will suffer after + +191 +00:12:22,810 --> 00:12:27,170 +a while from too many and crowded database of + +192 +00:12:27,170 --> 00:12:30,270 +strategic accounts. Some of them they are really + +193 +00:12:30,270 --> 00:12:35,950 +strategic, others they are not. Any questions or + +194 +00:12:35,950 --> 00:12:39,770 +comments about this? This is very important. Very + +195 +00:12:39,770 --> 00:12:43,810 +important. If you are going to ask how we are + +196 +00:12:43,810 --> 00:12:47,130 +going to be asked this question, simply explain in + +197 +00:12:47,130 --> 00:12:50,340 +a very detailed way. the major or the common + +198 +00:12:50,340 --> 00:12:55,860 +problems which might be plotted or exploded in the + +199 +00:12:55,860 --> 00:12:59,260 +front of our eyes while we are managing strategic + +200 +00:12:59,260 --> 00:13:03,320 +account programs. Any question? Any comments about + +201 +00:13:03,320 --> 00:13:11,820 +this? Clear? Go on. Go on. Listen. Before a while, + +202 +00:13:11,880 --> 00:13:17,970 +what did we say? We said we do not have 1 plus 1 + +203 +00:13:17,970 --> 00:13:21,430 +equals to approach. We do not have standardized + +204 +00:13:21,430 --> 00:13:24,970 +method by which we can attract and retain + +205 +00:13:24,970 --> 00:13:28,830 +unsatisfied strategic accounts. If we do not have + +206 +00:13:28,830 --> 00:13:32,250 +standardized approach, what should we do? We said + +207 +00:13:32,250 --> 00:13:36,010 +the management is going to provide its staff + +208 +00:13:36,010 --> 00:13:38,650 +member with the basic training, with the basic + +209 +00:13:38,650 --> 00:13:42,530 +knowledge. The details will be determined and left + +210 +00:13:42,530 --> 00:13:46,320 +for the staff member himself or herself. how to + +211 +00:13:46,320 --> 00:13:48,620 +think, how to behave and etc. + +212 +00:13:52,640 --> 00:13:56,600 +Management is going to look at this fact. They are + +213 +00:13:56,600 --> 00:13:58,740 +going to look at this fact through various models. + +214 +00:13:59,520 --> 00:14:01,780 +We call them or we are naming them alternative + +215 +00:14:01,780 --> 00:14:08,200 +organization models. These models are various and + +216 +00:14:08,200 --> 00:14:12,700 +their outcome is also various. So some of the + +217 +00:14:12,700 --> 00:14:15,960 +organizations they will say if we would like to + +218 +00:14:15,960 --> 00:14:18,840 +manage and lead the strategic accounting program, + +219 +00:14:19,680 --> 00:14:22,840 +why we shouldn't adopt on this model? The model is + +220 +00:14:22,840 --> 00:14:28,120 +saying everything must be determined and left for + +221 +00:14:28,120 --> 00:14:33,160 +existing sales force. Everything in the work must + +222 +00:14:33,160 --> 00:14:36,500 +be left and determined by the current or the + +223 +00:14:36,500 --> 00:14:39,460 +existing sales force. I mean the current or the + +224 +00:14:39,460 --> 00:14:43,250 +existing staff member who are working in the + +225 +00:14:43,250 --> 00:14:47,990 +strategic account program if everything will be + +226 +00:14:47,990 --> 00:14:51,170 +left for the staff member results will not be + +227 +00:14:51,170 --> 00:14:54,490 +guaranteed and God knows what is the outcome is + +228 +00:14:54,490 --> 00:15:00,030 +going to be like but generally if you are going to + +229 +00:15:00,030 --> 00:15:03,770 +adopt this model this means we are going to have + +230 +00:15:03,770 --> 00:15:06,890 +yes lower risk Because management is going to be + +231 +00:15:06,890 --> 00:15:08,810 +neutralized and everything will be determined by + +232 +00:15:08,810 --> 00:15:12,650 +the staff member. But also, little change will + +233 +00:15:12,650 --> 00:15:15,670 +happen in our own performance. And later on we + +234 +00:15:15,670 --> 00:15:18,770 +will talk about this in a very detailed way. Other + +235 +00:15:18,770 --> 00:15:22,250 +organizations they are saying no. Management + +236 +00:15:22,250 --> 00:15:26,070 +should impose its laws in everything. In other + +237 +00:15:26,070 --> 00:15:29,900 +words, They should determine the policies, the + +238 +00:15:29,900 --> 00:15:33,700 +instructions, the rules, and later on the staff + +239 +00:15:33,700 --> 00:15:36,040 +member should implement and execute them. + +240 +00:15:37,000 --> 00:15:42,300 +Literally. Then they will say the management is + +241 +00:15:42,300 --> 00:15:45,200 +going to keep a close relationship with the + +242 +00:15:45,200 --> 00:15:47,540 +customers. Is this another model? It's another + +243 +00:15:47,540 --> 00:15:49,680 +model. Is it applicable by various sales + +244 +00:15:49,680 --> 00:15:53,600 +organizations? It's applicable. Third type or + +245 +00:15:53,600 --> 00:15:55,940 +third group of organizations, they are not + +246 +00:15:55,940 --> 00:15:59,100 +adopting the first model and the second model, but + +247 +00:15:59,100 --> 00:16:03,020 +they are adopting a new model. In this model, we + +248 +00:16:03,020 --> 00:16:06,340 +called it separate sales force. In the separate + +249 +00:16:06,340 --> 00:16:11,360 +sales force, remember this word. They are going to + +250 +00:16:11,360 --> 00:16:16,840 +say, we would like to have individual staff + +251 +00:16:16,840 --> 00:16:21,640 +members. Individual staff members who are going to + +252 +00:16:21,640 --> 00:16:26,120 +work separately according to the nature of the + +253 +00:16:26,120 --> 00:16:29,480 +account, the character of the account, the nature + +254 +00:16:29,480 --> 00:16:33,780 +of the product and so on. So the result is going + +255 +00:16:33,780 --> 00:16:36,960 +to be those staff members they are going to be + +256 +00:16:36,960 --> 00:16:39,700 +more aggressive. More aggressive in what? More + +257 +00:16:39,700 --> 00:16:41,920 +aggressive in work, more aggressive in attracting + +258 +00:16:41,920 --> 00:16:46,420 +customers, more aggressive in selling. Each one is + +259 +00:16:46,420 --> 00:16:49,680 +going to demonstrate individually that he or she + +260 +00:16:49,680 --> 00:16:53,820 +is the best salesperson who is working in such an + +261 +00:16:53,820 --> 00:16:57,180 +account program. If you are going to adopt this + +262 +00:16:57,180 --> 00:17:00,600 +strategy or this model, then management must be + +263 +00:17:00,600 --> 00:17:03,660 +generous. How? By motivating our staff members + +264 +00:17:03,660 --> 00:17:09,660 +through bonuses and salaries and so on. A fourth + +265 +00:17:09,660 --> 00:17:13,390 +model is saying Or some sales organizations are + +266 +00:17:13,390 --> 00:17:16,510 +saying, we will never implement any one of the + +267 +00:17:16,510 --> 00:17:19,130 +previous three approaches, but we will implement + +268 +00:17:19,130 --> 00:17:23,510 +another approach, which is called sales team. The + +269 +00:17:23,510 --> 00:17:27,430 +sales team here, we or the management is going to + +270 +00:17:27,430 --> 00:17:31,710 +organize its staff member according to teams. Each + +271 +00:17:31,710 --> 00:17:36,010 +team has a function. When you are listening to the + +272 +00:17:36,010 --> 00:17:38,470 +word function, we are reminding or we are + +273 +00:17:38,470 --> 00:17:43,720 +remembering functional specialization model. And + +274 +00:17:43,720 --> 00:17:47,520 +this sales team is going to be implemented + +275 +00:17:47,520 --> 00:17:50,860 +especially if we are going to talk about very + +276 +00:17:50,860 --> 00:17:56,100 +complex sales transactions. This complex sales + +277 +00:17:56,100 --> 00:17:59,360 +transaction it requires what? Various requirements + +278 +00:17:59,360 --> 00:18:01,540 +from the skills, technical knowledge and so on. + +279 +00:18:02,880 --> 00:18:07,280 +So, so far we have what? Four alternative + +280 +00:18:07,280 --> 00:18:10,100 +organization models by which we can organize our + +281 +00:18:10,100 --> 00:18:13,340 +staff members who are working in the strategic + +282 +00:18:13,340 --> 00:18:18,700 +account programs. Now, the outcomes behind these + +283 +00:18:18,700 --> 00:18:22,260 +models are various and they are different. They + +284 +00:18:22,260 --> 00:18:25,970 +look like the temperature of the human beings. in + +285 +00:18:25,970 --> 00:18:28,790 +other words if you are going to implement the + +286 +00:18:28,790 --> 00:18:31,790 +existing okay let's begin from the good thing if + +287 +00:18:31,790 --> 00:18:33,870 +you are going to implement the model of the sales + +288 +00:18:33,870 --> 00:18:36,730 +teams this means that the temperature is going to + +289 +00:18:36,730 --> 00:18:42,030 +be 37 if you are going to implement the separate + +290 +00:18:42,030 --> 00:18:44,550 +sales force model this means we are going to talk + +291 +00:18:44,550 --> 00:18:49,370 +about 38 if you are going to implement this model + +292 +00:18:49,370 --> 00:18:51,710 +the management cell national accounts we are going + +293 +00:18:51,710 --> 00:18:56,460 +to have 39 If we are going to limit the first one, + +294 +00:18:56,560 --> 00:18:59,900 +we might have fourth. What does it mean? + +295 +00:19:00,040 --> 00:19:03,040 +Everything has its own meaning. It means this is + +296 +00:19:03,040 --> 00:19:05,620 +the best model by which we can manage and organize + +297 +00:19:05,620 --> 00:19:11,620 +and lead. What? Strategic Account Program. Because + +298 +00:19:11,620 --> 00:19:16,900 +37 means we are healthy. We are not suffering from + +299 +00:19:16,900 --> 00:19:21,240 +any disease or panic. Later on, if your + +300 +00:19:21,240 --> 00:19:26,020 +temperature is going to reach at 380 or 38, this + +301 +00:19:26,020 --> 00:19:29,580 +means we are suffering from something. Is it + +302 +00:19:29,580 --> 00:19:34,940 +critical? It isn't critical. 39, we are suffering + +303 +00:19:34,940 --> 00:19:38,140 +from something which can be noticed easily. If it + +304 +00:19:38,140 --> 00:19:43,340 +is 40, we are in a very bad condition. We are in a + +305 +00:19:43,340 --> 00:19:46,300 +very bad condition. Therefore, let's go + +306 +00:19:46,300 --> 00:19:48,900 +automatically here and let's look at the outcomes + +307 +00:19:48,900 --> 00:19:54,050 +now. Now, the outcome is saying, if you will + +308 +00:19:54,050 --> 00:19:55,970 +implement the existing sales force model or + +309 +00:19:55,970 --> 00:19:59,090 +technique, the outcome is going to be least + +310 +00:19:59,090 --> 00:20:02,250 +effective. Its effectiveness is very limited. + +311 +00:20:03,030 --> 00:20:06,570 +Also, your market performance is going to be the + +312 +00:20:06,570 --> 00:20:09,930 +lowest. If you will implement sales management, + +313 +00:20:10,410 --> 00:20:13,730 +somewhat more effective and regarding the market + +314 +00:20:13,730 --> 00:20:17,450 +performance is slightly better. If you are going + +315 +00:20:17,450 --> 00:20:19,590 +to implement the technique of separate sales + +316 +00:20:19,590 --> 00:20:21,970 +force, this means you are going to be fairly + +317 +00:20:21,970 --> 00:20:24,730 +effective or your market performance is going to + +318 +00:20:24,730 --> 00:20:27,710 +be good. But where you can get the best and + +319 +00:20:27,710 --> 00:20:30,690 +excellent outcome? The cross-functional sales + +320 +00:20:30,690 --> 00:20:34,390 +team. Where you are going to be most effective and + +321 +00:20:34,390 --> 00:20:37,730 +later on you will achieve best market performance. + +322 +00:20:38,710 --> 00:20:41,450 +So which technique which is the best? Cross + +323 +00:20:41,450 --> 00:20:46,350 +-functional sales team. Exactly. functional sales + +324 +00:20:46,350 --> 00:20:50,370 +technique what did we say regarding the models + +325 +00:20:50,370 --> 00:20:55,050 +last time we do not have one best model everything + +326 +00:20:55,050 --> 00:21:00,730 +depends on the context okay but regarding the + +327 +00:21:00,730 --> 00:21:03,910 +models by which we can manage and organize + +328 +00:21:03,910 --> 00:21:08,570 +strategic account program this is the best cross + +329 +00:21:08,570 --> 00:21:12,770 +functional sales team any question any comments + +330 +00:21:12,770 --> 00:21:16,580 +about this Now, let's move quickly to this. Now, + +331 +00:21:16,740 --> 00:21:19,720 +I'm not going to speak and it's up. It's your turn + +332 +00:21:19,720 --> 00:21:22,820 +to speak up. Go on. What do you understand from + +333 +00:21:22,820 --> 00:21:23,240 +this thing? + +334 +00:21:32,710 --> 00:21:35,270 +If we distinguish between our customers as + +335 +00:21:35,270 --> 00:21:37,270 +strategic and regular, we will have very high + +336 +00:21:37,270 --> 00:21:40,410 +benefits ranging from the sales to national + +337 +00:21:40,410 --> 00:21:43,590 +accounts to profit and long-term profitability so + +338 +00:21:43,590 --> 00:21:45,450 +that everything will be positive and the outcome + +339 +00:21:45,450 --> 00:21:50,310 +will be very satisfying. Exactly. So to sum up, + +340 +00:21:51,310 --> 00:21:54,490 +companies are going to initiate, they are going to + +341 +00:21:54,490 --> 00:21:58,690 +inaugurate, they are going to establish strategic + +342 +00:21:59,740 --> 00:22:03,180 +account program simply because they are gaining + +343 +00:22:03,180 --> 00:22:05,940 +they are gaining what they are gaining benefits + +344 +00:22:05,940 --> 00:22:09,220 +benefit number one they are going to increase + +345 +00:22:09,220 --> 00:22:12,800 +sales to national accounts so their sale volume + +346 +00:22:12,800 --> 00:22:16,560 +will be increased some of the statistics they are + +347 +00:22:16,560 --> 00:22:19,560 +saying this increase might reach more than 90 + +348 +00:22:19,560 --> 00:22:24,140 +percent somebody is going to ask but what about + +349 +00:22:24,140 --> 00:22:27,520 +the nine percent which is left it will be gained + +350 +00:22:27,520 --> 00:22:27,860 +from + +351 +00:22:32,050 --> 00:22:36,530 +A second benefit, + +352 +00:22:37,390 --> 00:22:40,910 +if our sales are going to increase, for sure our + +353 +00:22:40,910 --> 00:22:44,970 +profit will increase as well. Some statistics are + +354 +00:22:44,970 --> 00:22:49,270 +showing that strategic account programs are + +355 +00:22:49,270 --> 00:22:53,310 +contributing with more than 80% of the + +356 +00:22:53,310 --> 00:22:57,600 +profitability of these sales agencies. A third + +357 +00:22:57,600 --> 00:22:59,840 +benefit, we are going to increase our market + +358 +00:22:59,840 --> 00:23:04,300 +share. This is reminding us with our company and + +359 +00:23:04,300 --> 00:23:07,680 +its ability to dominate the market. This might + +360 +00:23:07,680 --> 00:23:12,060 +reach three quarters of + +361 +00:23:12,060 --> 00:23:15,940 +the market. Another benefit, we are going to + +362 +00:23:15,940 --> 00:23:19,320 +improve our customer communication. How? By + +363 +00:23:19,320 --> 00:23:22,040 +getting and gaining new knowledge and experience. + +364 +00:23:23,750 --> 00:23:26,490 +improving the channels and the methods of + +365 +00:23:26,490 --> 00:23:29,370 +communicating with others. And finally, we are + +366 +00:23:29,370 --> 00:23:32,550 +going to improve our customer coordination. When + +367 +00:23:32,550 --> 00:23:35,190 +we are saying customer coordination, this means we + +368 +00:23:35,190 --> 00:23:37,890 +are gaining experience to distinguish between the + +369 +00:23:37,890 --> 00:23:43,190 +big fish, the medium fish, and the small fish. Any + +370 +00:23:43,190 --> 00:23:46,050 +question or comments about this? So these briefly + +371 +00:23:46,050 --> 00:23:49,510 +are the five major benefits which we can attain if + +372 +00:23:49,510 --> 00:23:52,230 +we are going to adopt strategic account program. + +373 +00:23:52,350 --> 00:23:52,790 +Go on Farah. + +374 +00:23:59,630 --> 00:24:01,650 +They are interrelated. + +375 +00:24:13,310 --> 00:24:17,270 +Ok listen, + +376 +00:24:19,830 --> 00:24:22,830 +once the question of Farah is reminding us with + +377 +00:24:22,830 --> 00:24:26,320 +what we stated before. We said sales volume + +378 +00:24:26,320 --> 00:24:30,340 +doesn't always refer to profitability. But + +379 +00:24:30,340 --> 00:24:33,040 +remember here, we are not talking about regular + +380 +00:24:33,040 --> 00:24:35,920 +department, we are talking about what? Strategic + +381 +00:24:35,920 --> 00:24:40,300 +ones. So the strategic ones means the sales volume + +382 +00:24:40,300 --> 00:24:45,640 +is interrelated with profitability. Okay? Now go + +383 +00:24:45,640 --> 00:24:47,720 +on, look at this, what do you understand from + +384 +00:24:47,720 --> 00:24:51,320 +them? What do you understand from them? + +385 +00:24:55,980 --> 00:25:03,020 +These are quotes, quotes or insights mentioned by + +386 +00:25:03,020 --> 00:25:05,560 +executives or managers who used to manage + +387 +00:25:05,560 --> 00:25:08,260 +strategic account programs in various companies. + +388 +00:25:09,960 --> 00:25:12,660 +They are saying what? They are saying various + +389 +00:25:12,660 --> 00:25:17,820 +facts. They are saying, until the customer tells + +390 +00:25:17,820 --> 00:25:21,900 +us that we are strategic suppliers for them, we + +391 +00:25:21,900 --> 00:25:24,340 +cannot determine or consider them to be strategic + +392 +00:25:24,340 --> 00:25:29,460 +accounts. In other words, don't praise yourself, + +393 +00:25:30,220 --> 00:25:31,680 +don't flatter yourself. + +394 +00:25:35,820 --> 00:25:42,000 +So we have to wait this fact to be uttered or + +395 +00:25:42,000 --> 00:25:46,000 +pronounced by the tongue of our customer. If this + +396 +00:25:46,000 --> 00:25:48,620 +customer told you that you are strategic supplier + +397 +00:25:48,620 --> 00:25:51,920 +for him or her, then we can consider him to be + +398 +00:25:51,920 --> 00:25:56,520 +strategic account. Before that, we cannot decide + +399 +00:25:56,520 --> 00:26:01,100 +on this issue, either he or she is strategic or + +400 +00:26:01,100 --> 00:26:05,220 +non-strategic. Another fact is saying strategic + +401 +00:26:05,220 --> 00:26:08,960 +accounts brings you opportunities. When we are + +402 +00:26:08,960 --> 00:26:11,600 +saying opportunities, we are referring to one + +403 +00:26:11,600 --> 00:26:14,640 +simple thing, which is actual sales transaction. + +404 +00:26:17,920 --> 00:26:23,540 +Actual sales transaction. So if this account is + +405 +00:26:23,540 --> 00:26:26,080 +going to give you the path or open the door for + +406 +00:26:26,080 --> 00:26:30,460 +you to strike sales transaction with him or her, + +407 +00:26:30,880 --> 00:26:34,600 +this means this person is strategic account. But + +408 +00:26:34,600 --> 00:26:38,380 +if you will continue having to try to push your + +409 +00:26:38,380 --> 00:26:43,380 +ideas or your offers or your offers on him or her, + +410 +00:26:43,920 --> 00:26:47,280 +this isn't the issue or the background by which we + +411 +00:26:47,280 --> 00:26:49,620 +can determine if this account is strategic or non + +412 +00:26:49,620 --> 00:26:53,430 +-strategic. We are looking for actions, we are + +413 +00:26:53,430 --> 00:26:56,370 +looking for deeds. The actions and deeds can be + +414 +00:26:56,370 --> 00:26:59,830 +seen by opportunities. These opportunities are + +415 +00:26:59,830 --> 00:27:03,930 +actual sales transactions. So if he agreed or if + +416 +00:27:03,930 --> 00:27:07,990 +she agreed with you to make a business and to deal + +417 +00:27:07,990 --> 00:27:11,390 +with a sales transaction, then this account might + +418 +00:27:11,390 --> 00:27:16,590 +be strategic. A third factor in sight, if our + +419 +00:27:16,590 --> 00:27:19,690 +products and services are not critical. What's the + +420 +00:27:19,690 --> 00:27:21,510 +meaning of I'm not critical? They are not + +421 +00:27:21,510 --> 00:27:24,090 +important, they are not essential. For the + +422 +00:27:24,090 --> 00:27:26,290 +business or for the performance of the account, + +423 +00:27:27,350 --> 00:27:33,650 +this account cannot be strategic. So if your goods + +424 +00:27:33,650 --> 00:27:36,630 +and services which you are offering are strategic, + +425 +00:27:37,250 --> 00:27:40,110 +are important, are essential for the businesses + +426 +00:27:40,110 --> 00:27:42,270 +and the performance and the work of our customer, + +427 +00:27:42,410 --> 00:27:45,910 +then we might consider him or her to be strategic. + +428 +00:27:46,530 --> 00:27:48,350 +This is reminding us with one of the examples + +429 +00:27:48,350 --> 00:27:51,370 +which we talked I think one month ago. What did we + +430 +00:27:51,370 --> 00:27:53,830 +say when we gave example about the relationship + +431 +00:27:53,830 --> 00:27:57,310 +between a restaurant and a bakery? We are talking + +432 +00:27:57,310 --> 00:28:01,310 +about a good which is print. Is it vital for the + +433 +00:28:01,310 --> 00:28:03,490 +restaurants? It's vital. Is it essential? It's + +434 +00:28:03,490 --> 00:28:06,790 +essential. Is it critical? It's critical. Then the + +435 +00:28:06,790 --> 00:28:09,410 +two are going to deal with each other as strategic + +436 +00:28:09,410 --> 00:28:14,370 +accounts. Okay? Now, another quote is saying, + +437 +00:28:16,030 --> 00:28:16,550 +listen, + +438 +00:28:19,390 --> 00:28:22,290 +the seller and the buyer, none of them is going to + +439 +00:28:22,290 --> 00:28:26,090 +determine, none of them is going to decide, none + +440 +00:28:26,090 --> 00:28:28,790 +of them is going to consider the other to be + +441 +00:28:28,790 --> 00:28:31,730 +subject unless he is going to answer two + +442 +00:28:31,730 --> 00:28:36,030 +questions. Question number one, what's your + +443 +00:28:36,030 --> 00:28:40,230 +interests? And what's mine? + +444 +00:28:43,970 --> 00:28:47,910 +And question number two, are these interests + +445 +00:28:47,910 --> 00:28:48,690 +aligned, + +446 +00:28:51,010 --> 00:28:57,830 +matched? If the answer is yes, then we are talking + +447 +00:28:57,830 --> 00:29:00,310 +about strategic accounts. If the answer is no, + +448 +00:29:00,430 --> 00:29:02,990 +then we are not talking about strategic accounts. + +449 +00:29:04,470 --> 00:29:06,290 +But this is the experience which are set by what? + +450 +00:29:06,870 --> 00:29:09,370 +By executives who used to manage for several years + +451 +00:29:09,370 --> 00:29:14,080 +strategic account programs in companies. Also they + +452 +00:29:14,080 --> 00:29:16,520 +are saying the best strategic accounts are willing + +453 +00:29:16,520 --> 00:29:19,620 +to open the door, allow us to help them, there is + +454 +00:29:19,620 --> 00:29:22,300 +an ongoing invitation, there is a continuous + +455 +00:29:22,300 --> 00:29:26,180 +invitation to bring expertise into their own + +456 +00:29:26,180 --> 00:29:29,800 +companies or firms or work or whatever. So these + +457 +00:29:29,800 --> 00:29:33,500 +are the characteristics by which we can predict if + +458 +00:29:33,500 --> 00:29:36,420 +we are going to create strategic accounts or not. + +459 +00:29:37,240 --> 00:29:42,460 +Any question or comment so far? Moving on, now + +460 +00:29:42,460 --> 00:29:47,640 +let's sum up our class by some statistics. When + +461 +00:29:47,640 --> 00:29:50,800 +these statistics or some of the surveys were + +462 +00:29:50,800 --> 00:29:54,540 +distributed to + +463 +00:29:54,540 --> 00:29:57,300 +many sales agencies which are having departments + +464 +00:29:57,300 --> 00:30:00,940 +of strategic account programs. The first question + +465 +00:30:00,940 --> 00:30:04,220 +which were asked, are training programs for the + +466 +00:30:04,220 --> 00:30:07,350 +strategic account manager different? if you are + +467 +00:30:07,350 --> 00:30:11,270 +going to look at the answers about 37 they said we + +468 +00:30:11,270 --> 00:30:15,150 +are providing training for strategic accounts this + +469 +00:30:15,150 --> 00:30:20,170 +training is different 26% said there isn't any + +470 +00:30:20,170 --> 00:30:23,810 +difference in the training and 37 said different + +471 +00:30:23,810 --> 00:30:27,150 +training for strategic account managers So we are + +472 +00:30:27,150 --> 00:30:30,310 +talking about different results. Why we are + +473 +00:30:30,310 --> 00:30:32,550 +talking about different results? Simply because + +474 +00:30:32,550 --> 00:30:35,250 +there are individual differences among sales + +475 +00:30:35,250 --> 00:30:38,530 +agencies and organizations regarding financial + +476 +00:30:38,530 --> 00:30:41,930 +capacity, regarding belief in the importance of + +477 +00:30:41,930 --> 00:30:45,850 +training, and so on and so on. Another question in + +478 +00:30:45,850 --> 00:30:49,030 +the survey was, do your strategic account managers + +479 +00:30:49,030 --> 00:30:53,690 +carry an assigned sales quota? When we are saying + +480 +00:30:53,690 --> 00:30:57,330 +carry and assign sales quota, it means before we + +481 +00:30:57,330 --> 00:31:00,870 +will begin our work, do the manager of the sales + +482 +00:31:00,870 --> 00:31:03,510 +account or subject account program, do they + +483 +00:31:03,510 --> 00:31:06,710 +specify a quota of sales which we should hit, + +484 +00:31:07,110 --> 00:31:10,270 +which we should achieve? If you are going to find + +485 +00:31:10,270 --> 00:31:14,310 +that 68% the majority they are saying yes. Why + +486 +00:31:14,310 --> 00:31:18,490 +they are saying this? Because this percentage or + +487 +00:31:18,490 --> 00:31:21,370 +this quota is going to be the measurement tool by + +488 +00:31:21,370 --> 00:31:24,350 +which we can predict if we are doing a good work + +489 +00:31:24,350 --> 00:31:29,970 +or bad one. With 3% they didn't answer the + +490 +00:31:29,970 --> 00:31:33,650 +question or about 30% they said no we are not + +491 +00:31:33,650 --> 00:31:36,370 +having a science-science quota. But the majority + +492 +00:31:36,370 --> 00:31:41,490 +they are imposing a science-science quota. Now + +493 +00:31:41,490 --> 00:31:46,850 +listen The assigned sales quota is reminding us + +494 +00:31:46,850 --> 00:31:48,510 +with something very important in management and + +495 +00:31:48,510 --> 00:31:52,630 +business, which is measurement, which is + +496 +00:31:52,630 --> 00:31:56,010 +operationalization. So we have a word which is + +497 +00:31:56,010 --> 00:31:56,830 +called measurement. + +498 +00:32:00,310 --> 00:32:02,650 +And later on, we began talking about the word + +499 +00:32:02,650 --> 00:32:10,290 +operation, operationalization, one word. + +500 +00:32:11,960 --> 00:32:13,600 +Operationalization has the same meaning with + +501 +00:32:13,600 --> 00:32:17,520 +measurement. So the language of business is saying + +502 +00:32:17,520 --> 00:32:20,080 +everything must be determined, everything must be + +503 +00:32:20,080 --> 00:32:23,100 +transferred to numbers to predict our performance + +504 +00:32:23,100 --> 00:32:26,160 +and to classify if it is good, poor, very good, + +505 +00:32:26,380 --> 00:32:28,760 +excellent and so on. The same thing is done with + +506 +00:32:28,760 --> 00:32:32,000 +you when you are making tests and getting points + +507 +00:32:32,000 --> 00:32:35,980 +and grades. Your performance is converted into a + +508 +00:32:35,980 --> 00:32:39,120 +measurement language by which we can predict your + +509 +00:32:39,120 --> 00:32:44,570 +performance. The same thing. A final question in + +510 +00:32:44,570 --> 00:32:47,970 +this survey was the following. Do such account + +511 +00:32:47,970 --> 00:32:50,550 +managers have formal authority over the rest of + +512 +00:32:50,550 --> 00:32:53,990 +the sales organization? In other words, The + +513 +00:32:53,990 --> 00:32:57,590 +manager who is managing strategic account program, + +514 +00:32:58,310 --> 00:33:01,370 +is he having a worldwide or organizational wide + +515 +00:33:01,370 --> 00:33:05,150 +authority over the other sales department? Some of + +516 +00:33:05,150 --> 00:33:08,550 +the organizations they said 47%, they said no + +517 +00:33:08,550 --> 00:33:10,430 +formal authority over others in the sales + +518 +00:33:10,430 --> 00:33:16,130 +organization. Why? Other organizations of the + +519 +00:33:16,130 --> 00:33:18,050 +sales or other departments of the sales especially + +520 +00:33:18,050 --> 00:33:21,770 +the regular ones, they have their own independent + +521 +00:33:21,770 --> 00:33:26,130 +management. And this manager who is managing the + +522 +00:33:26,130 --> 00:33:29,110 +strategic account program, he or she does not have + +523 +00:33:29,110 --> 00:33:32,930 +any legal authority over them. They are working + +524 +00:33:32,930 --> 00:33:38,230 +independently. This is where? In the majority of + +525 +00:33:38,230 --> 00:33:41,570 +sales agencies. Are we talking about the same + +526 +00:33:41,570 --> 00:33:44,330 +technique or the same philosophy? Not necessarily. + +527 +00:33:45,170 --> 00:33:51,290 +About 24% what did they say? They said sales team + +528 +00:33:51,290 --> 00:33:53,610 +report directly to the strategic account managers. + +529 +00:33:54,840 --> 00:33:59,320 +They report directly. This approach or procedure + +530 +00:33:59,320 --> 00:34:02,180 +is applicable in specific or various sales + +531 +00:34:02,180 --> 00:34:05,960 +agencies. A third group with about 7% they didn't + +532 +00:34:05,960 --> 00:34:09,960 +answer this question, and about 22% they said they + +533 +00:34:09,960 --> 00:34:13,660 +may assemble TumbleLally virtual sales team that + +534 +00:34:13,660 --> 00:34:17,000 +report directly to strategic accounts. Assemble + +535 +00:34:17,000 --> 00:34:17,720 +TumbleLally. + +536 +00:34:20,960 --> 00:34:24,840 +بمعنى بمعنى if the actual managers for these sales + +537 +00:34:24,840 --> 00:34:27,900 +departments are absent they are on holidays this + +538 +00:34:27,900 --> 00:34:31,620 +means we might try to raise our reports to the + +539 +00:34:31,620 --> 00:34:36,000 +manager of strategic account programs but the + +540 +00:34:36,000 --> 00:34:39,000 +majority they are saying that this manager doesn't + +541 +00:34:39,000 --> 00:34:42,740 +have any formal authority over us why once again + +542 +00:34:42,740 --> 00:34:48,260 +each department has its own policies Aims, goals + +543 +00:34:48,260 --> 00:34:50,780 +and they are working independently. Independently + +544 +00:34:50,780 --> 00:34:53,280 +regarding the implementation of work. + +545 +00:34:58,440 --> 00:35:02,580 +By this + +546 +00:35:02,580 --> 00:35:07,960 +we are saying bye bye and next time we are going + +547 +00:35:07,960 --> 00:35:10,400 +to finalize chapter number 6 and inshallah next + +548 +00:35:10,400 --> 00:35:13,760 +week we will begin with chapter number 7. Okay, + +549 +00:35:14,380 --> 00:35:14,800 +see you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..9ce6dca6455858fec57608fb3d17a1a179c9e6d1 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4229, "start": 21.11, "end": 42.29, "text": " Okay, good morning. 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So in questioning, we are trying to discover what customers perceive needs naturally, involves asking questions and actively listening to the customers' responses. So under questioning, we are talking about sub skills. Skill number one, to draft a good question in a very polite way. 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As we said more than once, sometimes some of the persons, some of our prospects, they might not be aware of their own exact needs or troubles or problems.", "tokens": [407, 11, 3637, 294, 3365, 1651, 294, 257, 636, 300, 775, 406, 16029, 473, 4581, 293, 3665, 552, 281, 1101, 1223, 641, 1065, 2203, 13, 1018, 321, 848, 544, 813, 1564, 11, 2171, 512, 295, 264, 14453, 11, 512, 295, 527, 32933, 11, 436, 1062, 406, 312, 3650, 295, 641, 1065, 1900, 2203, 420, 15379, 420, 2740, 13], "avg_logprob": -0.17465571629799018, "compression_ratio": 1.5942857142857143, "no_speech_prob": 0.0, "words": [{"start": 101.64, "end": 102.12, "word": " So,", "probability": 0.505859375}, {"start": 102.8, "end": 103.1, "word": " note", "probability": 0.853515625}, {"start": 103.1, "end": 103.3, "word": " in", "probability": 0.81640625}, {"start": 103.3, "end": 103.58, "word": " asking", "probability": 0.87841796875}, {"start": 103.58, "end": 104.1, "word": " questions", "probability": 0.93603515625}, {"start": 104.1, "end": 104.26, "word": " in", "probability": 0.9365234375}, {"start": 104.26, "end": 104.38, "word": " a", "probability": 0.98779296875}, {"start": 104.38, "end": 104.56, "word": " way", "probability": 0.96142578125}, {"start": 104.56, "end": 104.74, "word": " that", "probability": 0.9365234375}, {"start": 104.74, "end": 104.96, "word": " does", "probability": 0.9482421875}, {"start": 104.96, "end": 105.18, "word": " not", "probability": 0.9521484375}, {"start": 105.18, "end": 105.84, "word": " irritate", "probability": 0.6474609375}, {"start": 105.84, "end": 106.48, "word": " customers", "probability": 0.8115234375}, {"start": 106.48, "end": 106.8, "word": " and", "probability": 0.869140625}, {"start": 106.8, "end": 107.04, "word": " helps", "probability": 0.7314453125}, {"start": 107.04, "end": 107.26, "word": " them", "probability": 0.8974609375}, {"start": 107.26, "end": 107.44, "word": " to", "probability": 0.88720703125}, {"start": 107.44, "end": 107.68, "word": " better", "probability": 0.9326171875}, {"start": 107.68, "end": 108.16, "word": " understand", "probability": 0.80029296875}, {"start": 108.16, "end": 108.38, "word": " their", "probability": 0.95361328125}, {"start": 108.38, "end": 108.88, "word": " own", "probability": 0.890625}, {"start": 108.88, "end": 109.7, "word": " needs.", "probability": 0.8837890625}, {"start": 110.22, "end": 110.54, "word": " As", "probability": 0.85009765625}, {"start": 110.54, "end": 110.68, "word": " we", "probability": 0.9482421875}, {"start": 110.68, "end": 110.9, "word": " said", "probability": 0.8427734375}, {"start": 110.9, "end": 111.08, "word": " more", "probability": 0.9033203125}, {"start": 111.08, "end": 111.26, "word": " than", "probability": 0.93896484375}, {"start": 111.26, "end": 111.62, "word": " once,", "probability": 0.91259765625}, {"start": 112.32, "end": 112.82, "word": " sometimes", "probability": 0.9130859375}, {"start": 112.82, "end": 113.24, "word": " some", "probability": 0.83203125}, {"start": 113.24, "end": 113.4, "word": " of", "probability": 0.92529296875}, {"start": 113.4, "end": 113.54, "word": " the", "probability": 0.72265625}, {"start": 113.54, "end": 113.86, "word": " persons,", "probability": 0.59375}, {"start": 114.0, "end": 114.16, "word": " some", "probability": 0.87890625}, {"start": 114.16, "end": 114.3, "word": " of", "probability": 0.958984375}, {"start": 114.3, "end": 114.48, "word": " our", "probability": 0.88232421875}, {"start": 114.48, "end": 114.86, "word": " prospects,", "probability": 0.837890625}, {"start": 115.02, "end": 115.14, "word": " they", "probability": 0.72119140625}, {"start": 115.14, "end": 115.34, "word": " might", "probability": 0.8681640625}, {"start": 115.34, "end": 115.52, "word": " not", "probability": 0.94140625}, {"start": 115.52, "end": 115.68, "word": " be", "probability": 0.95166015625}, {"start": 115.68, "end": 116.14, "word": " aware", "probability": 0.91015625}, {"start": 116.14, "end": 116.82, "word": " of", "probability": 0.9658203125}, {"start": 116.82, "end": 117.02, "word": " their", "probability": 0.94775390625}, {"start": 117.02, "end": 117.2, "word": " own", "probability": 0.89501953125}, {"start": 117.2, "end": 117.54, "word": " exact", "probability": 0.96923828125}, {"start": 117.54, "end": 117.88, "word": " needs", "probability": 0.90185546875}, {"start": 117.88, "end": 118.32, "word": " or", "probability": 0.7861328125}, {"start": 118.32, "end": 118.94, "word": " troubles", "probability": 0.87841796875}, {"start": 118.94, "end": 119.2, "word": " or", "probability": 0.939453125}, {"start": 119.2, "end": 119.56, "word": " problems.", "probability": 0.830078125}], "temperature": 1.0}, {"id": 5, "seek": 14824, "start": 120.42, "end": 148.24, "text": " Now, if we are going to talk about the format of questions, generally we are talking about two kinds of format. Number one, closed-ended questions, and number two, open-ended questions. Now, the closed-ended questions, it is reminding us with yes-no answers. So, we are referring to the questions which are going to begin with auxiliaries. Auxiliaries like what? 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So all the questions which are going to begin with auxiliaries, their answer is going to be yes or no. This is one or this is the first format of the question. Are we talking about another one? Yes. 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So if you would like to identify something, this means our response is going to be elaborative and illustrative. What does it mean illustrative? From the verb illustrate, clarify, elaborate. Detailed. 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We used this auxiliary which is called May because according to the English linguistics, the word May is expressing the most polite format whenever we would like to demand or ask for something.", "tokens": [407, 5699, 321, 576, 411, 281, 362, 257, 11226, 281, 360, 746, 11, 527, 39366, 295, 264, 1168, 307, 516, 281, 312, 5395, 294, 13, 492, 1143, 341, 43741, 597, 307, 1219, 1891, 570, 4650, 281, 264, 3669, 21766, 6006, 11, 264, 1349, 1891, 307, 22171, 264, 881, 25171, 7877, 5699, 321, 576, 411, 281, 4733, 420, 1029, 337, 746, 13], "avg_logprob": -0.17628527552850784, "compression_ratio": 1.6321243523316062, "no_speech_prob": 0.0, "words": [{"start": 280.73, "end": 281.35, "word": " So", "probability": 0.73681640625}, {"start": 281.35, "end": 281.97, "word": " whenever", "probability": 0.623046875}, {"start": 281.97, "end": 282.23, "word": " we", "probability": 0.93603515625}, {"start": 282.23, "end": 282.41, "word": " would", "probability": 0.85302734375}, {"start": 282.41, "end": 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So may is considered to be the most polite instruction. If the salesperson would like to collect information about facts, if he or she would like to collect facts, this means this salesperson can use open-ended answers.", "tokens": [467, 307, 544, 25171, 813, 264, 764, 295, 393, 420, 362, 420, 731, 420, 2035, 13, 407, 815, 307, 4888, 281, 312, 264, 881, 25171, 10951, 13, 759, 264, 5763, 10813, 576, 411, 281, 2500, 1589, 466, 9130, 11, 498, 415, 420, 750, 576, 411, 281, 2500, 9130, 11, 341, 1355, 341, 5763, 10813, 393, 764, 1269, 12, 3502, 6338, 13], "avg_logprob": -0.21068548194823727, "compression_ratio": 1.6589595375722543, "no_speech_prob": 0.0, "words": [{"start": 305.15, "end": 305.45, "word": " It", "probability": 0.282958984375}, {"start": 305.45, "end": 305.61, "word": " is", "probability": 0.80859375}, {"start": 305.61, "end": 305.83, "word": " more", "probability": 0.9189453125}, {"start": 305.83, "end": 306.13, "word": " polite", "probability": 0.994140625}, {"start": 306.13, "end": 306.37, "word": " than", "probability": 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are going to use open-ended answers, this means we are going to use the WHO questions. If the salesperson would like to collect information about the feeling or the concerns or the emotions of the prospects, once again, we are going to use something called open-ended answers. 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So the answer is going to be exact. 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So once again, let's repeat, here we are referring to the linguistic patterns which sales persons can use while they are trying to collect data or information from their own customers. These linguistic patterns, they are various. 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Or finally if we are referring to chicken situation, we might use once again closed ended questions. So this is a summary for what we talked about so far. By the summary or through this summary, we can conclude the following information and in a chicken question, both of them they are using what?", "tokens": [759, 321, 366, 516, 281, 751, 466, 1186, 5006, 11, 2633, 5006, 11, 1293, 295, 552, 436, 366, 1228, 1269, 4590, 13, 1610, 2721, 498, 321, 366, 13761, 281, 4662, 2590, 11, 321, 1062, 764, 1564, 797, 5395, 4590, 1651, 13, 407, 341, 307, 257, 12691, 337, 437, 321, 2825, 466, 370, 1400, 13, 3146, 264, 12691, 420, 807, 341, 12691, 11, 321, 393, 16886, 264, 3480, 1589, 293, 294, 257, 4662, 1168, 11, 1293, 295, 552, 436, 366, 1228, 437, 30], "avg_logprob": -0.23983434417161598, "compression_ratio": 1.789237668161435, "no_speech_prob": 0.0, "words": [{"start": 421.13, "end": 421.43, "word": " If", "probability": 0.60986328125}, {"start": 421.43, "end": 421.53, "word": " we", "probability": 0.460205078125}, {"start": 421.53, "end": 421.61, "word": " are", "probability": 0.65673828125}, {"start": 421.61, "end": 421.79, "word": " going", 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When we are referring to fact-finding and feeling-finding, both of them are using open-ended. Open-ended. Any questions or comments about this? Any questions? Any comments? Let's sum up.", "tokens": [2033, 1744, 12, 3502, 1168, 13, 1133, 321, 366, 13761, 281, 1186, 12, 69, 9245, 293, 2633, 12, 69, 9245, 11, 1293, 295, 552, 366, 1228, 1269, 12, 3502, 13, 7238, 12, 3502, 13, 2639, 1651, 420, 3053, 466, 341, 30, 2639, 1651, 30, 2639, 3053, 30, 961, 311, 2408, 493, 13], "avg_logprob": -0.2573702852680998, "compression_ratio": 1.5217391304347827, "no_speech_prob": 0.0, "words": [{"start": 450.27, "end": 450.85, "word": " Closed", "probability": 0.61944580078125}, {"start": 450.85, "end": 451.11, "word": "-ended", "probability": 0.724365234375}, {"start": 451.11, "end": 451.59, "word": " question.", "probability": 0.57177734375}, {"start": 460.29, "end": 460.97, "word": " When", "probability": 0.65625}, {"start": 460.97, "end": 461.11, "word": " we", "probability": 0.91259765625}, {"start": 461.11, "end": 461.25, "word": " are", "probability": 0.900390625}, {"start": 461.25, "end": 461.69, "word": " referring", "probability": 0.892578125}, {"start": 461.69, "end": 462.21, "word": " to", "probability": 0.9658203125}, {"start": 462.21, "end": 462.53, "word": " fact", "probability": 0.814453125}, {"start": 462.53, "end": 462.87, "word": "-finding", "probability": 0.7503255208333334}, {"start": 462.87, "end": 463.07, "word": " and", "probability": 0.89404296875}, {"start": 463.07, "end": 463.35, "word": " feeling", "probability": 0.869140625}, {"start": 463.35, "end": 463.71, "word": "-finding,", "probability": 0.8502604166666666}, {"start": 463.85, "end": 464.07, "word": " both", "probability": 0.84521484375}, {"start": 464.07, "end": 464.23, "word": " of", "probability": 0.93017578125}, {"start": 464.23, "end": 464.37, "word": " them", "probability": 0.8916015625}, {"start": 464.37, "end": 464.61, "word": " are", "probability": 0.467529296875}, {"start": 464.61, "end": 465.03, "word": " using", "probability": 0.8779296875}, {"start": 465.03, "end": 466.23, "word": " open", "probability": 0.68896484375}, {"start": 466.23, "end": 466.53, "word": "-ended.", "probability": 0.884765625}, {"start": 469.91, "end": 470.59, "word": " Open", "probability": 0.578125}, {"start": 470.59, "end": 471.31, "word": "-ended.", "probability": 0.865966796875}, {"start": 472.07, "end": 472.25, "word": " Any", "probability": 0.84423828125}, {"start": 472.25, "end": 472.59, "word": " questions", "probability": 0.5322265625}, {"start": 472.59, "end": 472.75, "word": " or", "probability": 0.7158203125}, {"start": 472.75, "end": 472.97, "word": " comments", "probability": 0.86865234375}, {"start": 472.97, "end": 473.17, "word": " about", "probability": 0.83837890625}, {"start": 473.17, "end": 473.47, "word": " this?", "probability": 0.93115234375}, {"start": 474.65, "end": 474.95, "word": " Any", "probability": 0.6943359375}, {"start": 474.95, "end": 475.33, "word": " questions?", "probability": 0.6708984375}, {"start": 475.69, "end": 475.87, "word": " Any", "probability": 0.79931640625}, {"start": 475.87, "end": 476.27, "word": " comments?", "probability": 0.86279296875}, {"start": 477.61, "end": 478.29, "word": " Let's", "probability": 0.939453125}, {"start": 478.29, "end": 478.47, "word": " sum", "probability": 0.94775390625}, {"start": 478.47, "end": 478.71, "word": " up.", "probability": 0.931640625}], "temperature": 1.0}, {"id": 19, "seek": 50411, "start": 479.77, "end": 504.11, "text": " Somebody might wonder why we have to diversify our linguistic patterns while we are collecting data and information from our customers. The answer is simple. We have to be very cautious while we are trying to elicit data from the customers. We should not be seen as nagging persons. We should not be seen as intruders. We should not be seen as persons who are imposing ourselves on them.", "tokens": [13463, 1062, 2441, 983, 321, 362, 281, 6111, 2505, 527, 43002, 8294, 1339, 321, 366, 12510, 1412, 293, 1589, 490, 527, 4581, 13, 440, 1867, 307, 2199, 13, 492, 362, 281, 312, 588, 25278, 1339, 321, 366, 1382, 281, 806, 8876, 1412, 490, 264, 4581, 13, 492, 820, 406, 312, 1612, 382, 17096, 3249, 14453, 13, 492, 820, 406, 312, 1612, 382, 17467, 532, 433, 13, 492, 820, 406, 312, 1612, 382, 14453, 567, 366, 40288, 4175, 322, 552, 13], "avg_logprob": -0.14756944444444445, "compression_ratio": 1.8743961352657006, "no_speech_prob": 0.0, "words": [{"start": 479.77, "end": 480.23, "word": " Somebody", "probability": 0.68408203125}, {"start": 480.23, "end": 480.57, "word": " might", "probability": 0.86767578125}, {"start": 480.57, "end": 480.85, "word": " wonder", "probability": 0.88818359375}, {"start": 480.85, "end": 481.09, "word": " why", "probability": 0.2919921875}, {"start": 481.09, "end": 481.39, "word": " 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"probability": 0.9609375}, {"start": 498.45, "end": 498.75, "word": " as", "probability": 0.9658203125}, {"start": 498.75, "end": 499.37, "word": " intruders.", "probability": 0.9620768229166666}, {"start": 499.97, "end": 500.15, "word": " We", "probability": 0.951171875}, {"start": 500.15, "end": 500.33, "word": " should", "probability": 0.970703125}, {"start": 500.33, "end": 500.53, "word": " not", "probability": 0.9375}, {"start": 500.53, "end": 500.75, "word": " be", "probability": 0.9482421875}, {"start": 500.75, "end": 501.11, "word": " seen", "probability": 0.966796875}, {"start": 501.11, "end": 501.39, "word": " as", "probability": 0.96630859375}, {"start": 501.39, "end": 501.93, "word": " persons", "probability": 0.59765625}, {"start": 501.93, "end": 502.15, "word": " who", "probability": 0.77685546875}, {"start": 502.15, "end": 502.29, "word": " are", "probability": 0.8798828125}, {"start": 502.29, "end": 502.79, "word": " imposing", "probability": 0.9580078125}, {"start": 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Okay? Move on. Now, let's go on and talk about another skill which is called advocating skills. Listen here. Imagine somebody would like to sell us a car.", "tokens": [407, 11, 312, 257, 1442, 8341, 538, 6111, 5489, 25171, 43002, 8294, 13, 1033, 30, 10475, 322, 13, 823, 11, 718, 311, 352, 322, 293, 751, 466, 1071, 5389, 597, 307, 1219, 32050, 3942, 13, 7501, 510, 13, 11739, 2618, 576, 411, 281, 3607, 505, 257, 1032, 13], "avg_logprob": -0.23533163265306123, "compression_ratio": 1.3253012048192772, "no_speech_prob": 0.0, "words": [{"start": 505.17, "end": 505.53, "word": " So,", "probability": 0.79931640625}, {"start": 505.75, "end": 505.95, "word": " be", "probability": 0.82763671875}, {"start": 505.95, "end": 506.47, "word": " a", "probability": 0.97607421875}, {"start": 506.47, "end": 506.79, "word": " light", "probability": 0.86669921875}, {"start": 506.79, "end": 507.21, "word": " guest", "probability": 0.91015625}, {"start": 507.21, "end": 508.51, "word": " by", "probability": 0.80078125}, {"start": 508.51, "end": 509.91, "word": " diversifying", "probability": 0.943603515625}, {"start": 509.91, "end": 510.75, "word": " polite", "probability": 0.9716796875}, {"start": 510.75, "end": 512.17, "word": " linguistic", "probability": 0.9052734375}, {"start": 512.17, "end": 512.53, "word": " patterns.", "probability": 0.7236328125}, {"start": 513.17, "end": 513.49, "word": " Okay?", "probability": 0.490478515625}, {"start": 514.09, "end": 514.39, "word": " Move", "probability": 0.8115234375}, {"start": 514.39, "end": 514.61, "word": " on.", "probability": 0.94677734375}, {"start": 516.13, "end": 516.59, "word": " Now,", "probability": 0.9150390625}, {"start": 516.69, "end": 516.89, "word": " let's", "probability": 0.953857421875}, {"start": 516.89, "end": 517.07, "word": " go", "probability": 0.947265625}, {"start": 517.07, "end": 517.25, "word": " on", "probability": 0.92041015625}, {"start": 517.25, "end": 517.41, "word": " and", "probability": 0.90185546875}, {"start": 517.41, "end": 517.61, "word": " talk", "probability": 0.89013671875}, {"start": 517.61, "end": 518.09, "word": " about", "probability": 0.90234375}, {"start": 518.09, "end": 518.61, "word": " another", "probability": 0.91064453125}, {"start": 518.61, "end": 519.01, "word": " skill", "probability": 0.94140625}, {"start": 519.01, "end": 519.21, "word": " which", "probability": 0.755859375}, {"start": 519.21, "end": 519.35, "word": " is", "probability": 0.94970703125}, {"start": 519.35, "end": 519.91, "word": " called", "probability": 0.90576171875}, {"start": 519.91, "end": 521.75, "word": " advocating", "probability": 0.708984375}, {"start": 521.75, "end": 523.31, "word": " skills.", "probability": 0.86962890625}, {"start": 523.47, "end": 523.65, "word": " Listen", "probability": 0.2486572265625}, {"start": 523.65, "end": 524.07, "word": " here.", "probability": 0.8466796875}, {"start": 525.71, "end": 526.11, "word": " Imagine", "probability": 0.8486328125}, {"start": 526.11, "end": 526.55, "word": " somebody", "probability": 0.8095703125}, {"start": 526.55, "end": 526.79, "word": " would", "probability": 0.8486328125}, {"start": 526.79, "end": 527.01, "word": " like", "probability": 0.9287109375}, {"start": 527.01, "end": 527.19, "word": " to", "probability": 0.9697265625}, {"start": 527.19, "end": 527.35, "word": " sell", "probability": 0.892578125}, {"start": 527.35, "end": 527.61, "word": " us", "probability": 0.93896484375}, {"start": 527.61, "end": 527.79, "word": " a", "probability": 0.9970703125}, {"start": 527.79, "end": 528.03, "word": " car.", "probability": 0.923828125}], "temperature": 1.0}, {"id": 21, "seek": 56010, "start": 532.22, "end": 560.1, "text": " During the interaction phase, what is going to happen? We are going to talk about interaction, which will connect two persons. Person number one is salesperson, and the second one is the customer. Now listen, how the process of the interaction will develop? 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About the product which he or she would like to sell. By second procedure, he is going to talk about another thing which is called customer concerns questions, which means responses to the questions of the customer. If you are going to talk about step number one, step number two, this is meaning", "tokens": [7769, 437, 30, 7769, 264, 1674, 597, 415, 420, 750, 576, 411, 281, 3607, 13, 3146, 1150, 10747, 11, 415, 307, 516, 281, 751, 466, 1071, 551, 597, 307, 1219, 5474, 7389, 1651, 11, 597, 1355, 13019, 281, 264, 1651, 295, 264, 5474, 13, 759, 291, 366, 516, 281, 751, 466, 1823, 1230, 472, 11, 1823, 1230, 732, 11, 341, 307, 3620], "avg_logprob": -0.2348710350574009, "compression_ratio": 1.6978021978021978, "no_speech_prob": 0.0, "words": [{"start": 561.99, "end": 562.37, "word": " About", "probability": 0.27880859375}, {"start": 562.37, "end": 562.65, "word": " what?", "probability": 0.7939453125}, {"start": 563.11, "end": 563.47, "word": " About", "probability": 0.77685546875}, {"start": 563.47, "end": 563.65, "word": " the", "probability": 0.81396484375}, {"start": 563.65, "end": 563.99, "word": " product", "probability": 0.88037109375}, {"start": 563.99, "end": 564.29, "word": " which", 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This is the advocating skill. First, me as a salesperson, I must be articulate. I must be able to present something good and nice about the product or the service which I would like to sell. And number two, I should listen attentively to any questions that might be raised up by the customer. 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Clear? Now, till now we are still suffering from something. Nothing from the sayings which we are going to listen to might be believed or might be taken for granted.", "tokens": [759, 291, 366, 516, 281, 2500, 613, 732, 721, 11, 341, 1355, 291, 366, 49382, 293, 27272, 32050, 3942, 13, 14993, 30, 823, 11, 4288, 586, 321, 366, 920, 7755, 490, 746, 13, 6693, 490, 264, 584, 1109, 597, 321, 366, 516, 281, 2140, 281, 1062, 312, 7847, 420, 1062, 312, 2726, 337, 12344, 13], "avg_logprob": -0.14578683035714285, "compression_ratio": 1.5988372093023255, "no_speech_prob": 0.0, "words": [{"start": 619.14, "end": 619.38, "word": " If", "probability": 0.7607421875}, {"start": 619.38, "end": 619.46, "word": " you", "probability": 0.958984375}, {"start": 619.46, "end": 619.6, "word": " are", "probability": 0.8203125}, {"start": 619.6, "end": 619.86, "word": " going", "probability": 0.939453125}, {"start": 619.86, "end": 620.06, "word": " to", "probability": 0.96875}, {"start": 620.06, "end": 620.5, "word": " collect", "probability": 0.8154296875}, {"start": 620.5, "end": 620.8, "word": " these", "probability": 0.86962890625}, {"start": 620.8, "end": 620.96, "word": " two", "probability": 0.8662109375}, {"start": 620.96, "end": 621.26, "word": " things,", "probability": 0.849609375}, {"start": 621.38, "end": 621.52, "word": " this", "probability": 0.7314453125}, {"start": 621.52, "end": 621.8, "word": " means", "probability": 0.93798828125}, {"start": 621.8, "end": 622.02, "word": " you", "probability": 0.90380859375}, {"start": 622.02, "end": 622.38, "word": " are", "probability": 0.9248046875}, {"start": 622.38, "end": 623.2, "word": " mastering", "probability": 0.92333984375}, {"start": 623.2, "end": 623.78, "word": " and", "probability": 0.89453125}, {"start": 623.78, "end": 624.52, "word": " exercising", "probability": 0.97314453125}, {"start": 624.52, "end": 625.54, "word": " advocating", "probability": 0.8427734375}, {"start": 625.54, "end": 626.0, "word": " skills.", "probability": 0.86181640625}, {"start": 627.5, "end": 627.82, "word": " Clear?", "probability": 0.8701171875}, {"start": 629.3, "end": 629.9, "word": " Now,", "probability": 0.7158203125}, {"start": 631.54, "end": 631.82, "word": " till", "probability": 0.56591796875}, {"start": 631.82, "end": 632.1, "word": " now", "probability": 0.94384765625}, {"start": 632.1, "end": 632.34, "word": " we", "probability": 0.65966796875}, {"start": 632.34, "end": 632.46, "word": " are", "probability": 0.91796875}, {"start": 632.46, "end": 632.76, "word": " still", "probability": 0.95068359375}, {"start": 632.76, "end": 633.12, "word": " suffering", "probability": 0.91455078125}, {"start": 633.12, "end": 633.36, "word": " from", "probability": 0.88232421875}, {"start": 633.36, "end": 633.8, "word": " something.", "probability": 0.86376953125}, {"start": 635.98, "end": 636.34, "word": " Nothing", "probability": 0.6962890625}, {"start": 636.34, "end": 637.7, "word": " from", "probability": 0.83935546875}, {"start": 637.7, "end": 638.3, "word": " the", "probability": 0.916015625}, {"start": 638.3, "end": 638.74, "word": " sayings", "probability": 0.889892578125}, {"start": 638.74, "end": 638.96, "word": " which", "probability": 0.8388671875}, {"start": 638.96, "end": 639.08, "word": " we", "probability": 0.94921875}, {"start": 639.08, "end": 639.2, "word": " are", "probability": 0.921875}, {"start": 639.2, "end": 639.38, "word": " going", "probability": 0.9345703125}, {"start": 639.38, "end": 639.54, "word": " to", "probability": 0.9697265625}, {"start": 639.54, "end": 639.7, "word": " listen", "probability": 0.9111328125}, {"start": 639.7, "end": 640.04, "word": " to", "probability": 0.904296875}, {"start": 640.04, "end": 641.12, "word": " might", "probability": 0.76953125}, {"start": 641.12, "end": 641.28, "word": " be", "probability": 0.955078125}, {"start": 641.28, "end": 641.72, "word": " believed", "probability": 0.8515625}, {"start": 641.72, "end": 641.94, "word": " or", "probability": 0.93701171875}, {"start": 641.94, "end": 642.16, "word": " might", "probability": 0.85986328125}, {"start": 642.16, "end": 642.32, "word": " be", "probability": 0.95361328125}, {"start": 642.32, "end": 642.72, "word": " taken", "probability": 0.8505859375}, {"start": 642.72, "end": 643.62, "word": " for", "probability": 0.95166015625}, {"start": 643.62, "end": 644.0, "word": " granted.", "probability": 0.9375}], "temperature": 1.0}, {"id": 25, "seek": 67457, "start": 645.33, "end": 674.57, "text": " In other words, we will still after we are going to finalize these two steps, some of the concerns in the mind and in the heart of the customers might be sensitive. In other words, the trust might not be one hundred percent, the trust might not be complete from what customer listened from us. 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We are going to depend on something called evidences. What's the meaning of evidences? Barahain. We will talk about it after a while. So let's sum up. 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This presentation is going to be divided into two parts. Part number one, we will talk about the features and the specification of the product or the service. Or part number two, we are going to talk about the benefits, which our customer will get. 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So if you are going to buy a car, for example, we are going as a salesperson, we are going to tell our prospect that this car can walk about 10 miles with one liter or two liters of gas. This means we are going to provide him or her with evidence. How? 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Well, let's look at the mileage meter. If what we said, he saw it or she saw it, then is this evidence or administration example? Of course. Do you think he's going to believe us? Of course. But if the thing which we talked about was not experimented or touched or lived by our prospect, do you think he's going to believe and trust in us? 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Otherwise, our representation will remain talking, and nothing which is talked can be believed directly or taken for granted. Any questions or comments about this? Move, move. Now let's talk about the types of the customer relationship.", "tokens": [12276, 304, 14453, 820, 1745, 437, 436, 366, 1566, 365, 1073, 41298, 293, 18772, 8177, 82, 13, 10328, 11, 527, 10290, 486, 6222, 1417, 11, 293, 1825, 597, 307, 2825, 393, 312, 7847, 3838, 420, 2726, 337, 12344, 13, 2639, 1651, 420, 3053, 466, 341, 30, 10475, 11, 1286, 13, 823, 718, 311, 751, 466, 264, 3467, 295, 264, 5474, 2480, 13], "avg_logprob": -0.27504959749797037, "compression_ratio": 1.490909090909091, "no_speech_prob": 0.0, "words": [{"start": 907.18, "end": 907.78, "word": " Social", "probability": 0.549560546875}, {"start": 907.78, "end": 908.3, "word": " persons", "probability": 0.61865234375}, {"start": 908.3, "end": 908.62, "word": " should", "probability": 0.96142578125}, {"start": 908.62, "end": 909.14, "word": " connect", "probability": 0.91015625}, {"start": 909.14, "end": 909.54, "word": " what", "probability": 0.8720703125}, {"start": 909.54, "end": 909.76, "word": " they", "probability": 0.89697265625}, {"start": 909.76, "end": 909.92, "word": " are", "probability": 0.80615234375}, {"start": 909.92, "end": 910.32, "word": " saying", "probability": 0.90087890625}, {"start": 910.32, "end": 910.72, "word": " with", "probability": 0.8857421875}, {"start": 910.72, "end": 911.66, "word": " evidences", "probability": 0.75048828125}, {"start": 911.66, "end": 912.06, "word": " and", "probability": 0.89501953125}, {"start": 912.06, "end": 912.6, "word": " demonstrated", "probability": 0.68310546875}, {"start": 912.6, "end": 914.08, "word": " proofs.", "probability": 0.898681640625}, {"start": 914.08, "end": 914.48, "word": " Otherwise,", "probability": 0.87353515625}, {"start": 915.24, "end": 915.6, "word": " our", "probability": 0.8828125}, {"start": 915.6, "end": 916.12, "word": " representation", "probability": 0.8095703125}, {"start": 916.12, "end": 916.66, "word": " will", "probability": 0.896484375}, {"start": 916.66, "end": 917.18, "word": " remain", "probability": 0.86865234375}, {"start": 917.18, "end": 918.14, "word": " talking,", "probability": 0.69287109375}, {"start": 919.04, "end": 919.22, "word": " and", "probability": 0.86474609375}, {"start": 919.22, "end": 919.52, "word": " nothing", "probability": 0.8818359375}, {"start": 919.52, "end": 919.9, "word": " which", "probability": 0.927734375}, {"start": 919.9, "end": 920.08, "word": " is", "probability": 0.94775390625}, {"start": 920.08, "end": 920.4, "word": " talked", "probability": 0.9033203125}, {"start": 920.4, "end": 921.58, "word": " can", "probability": 0.71337890625}, {"start": 921.58, "end": 921.74, "word": " be", "probability": 0.95361328125}, {"start": 921.74, "end": 922.16, "word": " believed", "probability": 0.8681640625}, {"start": 922.16, "end": 922.72, "word": " directly", "probability": 0.90966796875}, {"start": 922.72, "end": 923.2, "word": " or", "probability": 0.92333984375}, {"start": 923.2, "end": 923.5, "word": " taken", "probability": 0.849609375}, {"start": 923.5, "end": 923.92, "word": " for", "probability": 0.9384765625}, {"start": 923.92, "end": 924.58, "word": " granted.", "probability": 0.943359375}, {"start": 925.8, "end": 925.98, "word": " Any", "probability": 0.78515625}, {"start": 925.98, "end": 926.32, "word": " questions", "probability": 0.55908203125}, {"start": 926.32, "end": 926.48, "word": " or", "probability": 0.44189453125}, {"start": 926.48, "end": 926.76, "word": " comments", "probability": 0.8740234375}, {"start": 926.76, "end": 926.98, "word": " about", "probability": 0.78662109375}, {"start": 926.98, "end": 927.26, "word": " this?", "probability": 0.900390625}, {"start": 928.44, "end": 928.9, "word": " Move,", "probability": 0.6474609375}, {"start": 929.2, "end": 929.6, "word": " move.", "probability": 0.7353515625}, {"start": 930.64, "end": 931.28, "word": " Now", "probability": 0.859375}, {"start": 931.28, "end": 931.56, "word": " let's", "probability": 0.7861328125}, {"start": 931.56, "end": 931.76, "word": " talk", "probability": 0.875}, {"start": 931.76, "end": 932.1, "word": " about", "probability": 0.900390625}, {"start": 932.1, "end": 932.26, "word": " the", "probability": 0.8740234375}, {"start": 932.26, "end": 932.56, "word": " types", "probability": 0.33203125}, {"start": 932.56, "end": 932.72, "word": " of", "probability": 0.96923828125}, {"start": 932.72, "end": 932.86, "word": " the", "probability": 0.591796875}, {"start": 932.86, "end": 933.14, "word": " customer", "probability": 0.6689453125}, {"start": 933.14, "end": 933.68, "word": " relationship.", "probability": 0.68701171875}], "temperature": 1.0}, {"id": 36, "seek": 96519, "start": 936.05, "end": 965.19, "text": " If we are talking about demonstration, if we are talking about evidences, these evidences and demonstrations, they are various. Why they are various? They are various because we are talking about different types of sales, relationship. This is reminding us with what we covered last time, transactional, sales or sale or relationship, enterprise relationship or consultative relationship. 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Different practices of the sales persons who are working according to them. Well, this is very important. It's going to be in the final. I'm going to explain it fully after a while. But this is very important. Go on. Any written sales proposal which we would like to offer for our prospects to buy something. 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So responsiveness means develops proposals in a timely manner. Time matters. So these are the five equality dimensions which should be seen vividly and clearly by the prospects whenever they are going to skim or read our offered written proposal. Any question or comments about this? Clear?", "tokens": [759, 291, 366, 516, 281, 4239, 309, 934, 7674, 1649, 392, 11, 341, 1355, 291, 366, 406, 21826, 13, 407, 2914, 8477, 1355, 25453, 20198, 294, 257, 25150, 9060, 13, 6161, 7001, 13, 407, 613, 366, 264, 1732, 14949, 12819, 597, 820, 312, 1612, 23603, 356, 293, 4448, 538, 264, 32933, 5699, 436, 366, 516, 281, 1110, 332, 420, 1401, 527, 8059, 3720, 11494, 13, 2639, 1168, 420, 3053, 466, 341, 30, 14993, 30], "avg_logprob": -0.1797916615009308, "compression_ratio": 1.6111111111111112, "no_speech_prob": 0.0, "words": [{"start": 1122.19, "end": 1122.41, "word": " If", "probability": 0.7080078125}, {"start": 1122.41, "end": 1122.49, "word": " you", "probability": 0.95166015625}, {"start": 1122.49, "end": 1122.63, "word": " are", "probability": 0.73681640625}, {"start": 1122.63, "end": 1122.81, "word": " going", "probability": 0.9384765625}, {"start": 1122.81, "end": 1122.97, "word": " to", "probability": 0.96826171875}, {"start": 1122.97, "end": 1123.31, "word": " deliver", 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Now let's look at the practices under the transactional relationship and under the consultative and enterprise relationship. You are going to feel that these practices are different, completely different.", "tokens": [961, 311, 16886, 264, 1508, 293, 341, 307, 264, 551, 597, 286, 362, 445, 2825, 466, 293, 382, 321, 848, 309, 311, 588, 1021, 13, 823, 718, 311, 574, 412, 264, 7525, 833, 264, 46688, 1966, 2480, 293, 833, 264, 7189, 1166, 293, 14132, 2480, 13, 509, 366, 516, 281, 841, 300, 613, 7525, 366, 819, 11, 2584, 819, 13], "avg_logprob": -0.21337089968509362, "compression_ratio": 1.6275510204081634, "no_speech_prob": 0.0, "words": [{"start": 1152.21, "end": 1152.59, "word": " Let's", "probability": 0.7607421875}, {"start": 1152.59, "end": 1152.89, "word": " conclude", "probability": 0.77880859375}, {"start": 1152.89, "end": 1153.11, "word": " the", "probability": 0.8271484375}, {"start": 1153.11, "end": 1153.45, "word": " class", "probability": 0.94775390625}, {"start": 1153.45, "end": 1154.27, "word": " and", "probability": 0.1719970703125}, {"start": 1154.27, "end": 1154.53, "word": " this", 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If they are going to have a limited call planning investment, their data, their information about their customers and prospects are very limited. 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consider school planning as a top priority. If it is a top priority, this means the amount of data, the amount of information is going to be huge. This is going to provide us with a good benefit of how to approach our prospect. 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So the reach of the prospect here under the sales transaction, they are adopting the approach which is called lone wolf. What is the meaning of lone wolf? If the wolf would like to hunt down one of the sheep, he is going to be a portalist. 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But here, the team or the people or the salesperson who are working under consultative enterprise relationship, they are looking at the prospect as one of the members of the team. We cannot sacrifice any member within our team. We cannot cheat over them. 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So this is very, very important. It is going to be in the final. Any question? Any comments about this? Any question? Any comments? 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This class is short because of your exams. Next time, InshaAllah, we are going to meet on Monday. Any question, any comments about this? See you. Thank you very much.", "tokens": [823, 11, 286, 478, 516, 281, 1590, 510, 13, 639, 1508, 307, 2099, 570, 295, 428, 20514, 13, 3087, 565, 11, 9442, 1641, 26022, 11, 321, 366, 516, 281, 1677, 322, 8138, 13, 2639, 1168, 11, 604, 3053, 466, 341, 30, 3008, 291, 13, 1044, 291, 588, 709, 13], "avg_logprob": -0.2790624910593033, "compression_ratio": 1.3154362416107384, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 1512.4099999999999, "end": 1512.79, "word": " Now,", "probability": 0.65185546875}, {"start": 1512.91, "end": 1513.09, "word": " I'm", "probability": 0.7626953125}, {"start": 1513.09, "end": 1513.23, "word": " going", "probability": 0.927734375}, {"start": 1513.23, "end": 1513.35, "word": " to", "probability": 0.970703125}, {"start": 1513.35, "end": 1513.57, "word": " stop", "probability": 0.923828125}, {"start": 1513.57, "end": 1513.89, "word": " here.", "probability": 0.8017578125}, {"start": 1514.51, "end": 1514.67, "word": " This", "probability": 0.84228515625}, {"start": 1514.67, "end": 1514.95, "word": " class", "probability": 0.9609375}, {"start": 1514.95, "end": 1515.13, "word": " is", "probability": 0.8974609375}, {"start": 1515.13, "end": 1515.49, "word": " short", "probability": 0.92822265625}, {"start": 1515.49, "end": 1516.09, "word": " because", "probability": 0.810546875}, {"start": 1516.09, "end": 1516.25, "word": " of", "probability": 0.958984375}, {"start": 1516.25, "end": 1516.39, "word": " your", "probability": 0.8466796875}, {"start": 1516.39, "end": 1516.79, "word": " exams.", "probability": 0.939453125}, {"start": 1517.45, "end": 1517.63, "word": " Next", "probability": 0.65087890625}, {"start": 1517.63, "end": 1517.87, "word": " time,", "probability": 0.85009765625}, {"start": 1517.93, "end": 1518.25, "word": " InshaAllah,", "probability": 0.5572102864583334}, {"start": 1518.37, "end": 1518.47, "word": " we", "probability": 0.94140625}, {"start": 1518.47, "end": 1518.57, "word": " are", "probability": 0.66357421875}, {"start": 1518.57, "end": 1518.75, "word": " going", "probability": 0.939453125}, {"start": 1518.75, "end": 1518.89, "word": " to", "probability": 0.96484375}, {"start": 1518.89, "end": 1519.07, "word": " meet", "probability": 0.96240234375}, {"start": 1519.07, "end": 1519.47, "word": " on", "probability": 0.9150390625}, {"start": 1519.47, "end": 1519.97, "word": " Monday.", "probability": 0.80224609375}, {"start": 1520.93, "end": 1521.11, "word": " Any", "probability": 0.890625}, {"start": 1521.11, "end": 1521.45, "word": " question,", "probability": 0.474365234375}, {"start": 1521.55, "end": 1521.63, "word": " any", "probability": 0.8701171875}, {"start": 1521.63, "end": 1521.87, "word": " comments", "probability": 0.734375}, {"start": 1521.87, "end": 1522.07, "word": " about", "probability": 0.88525390625}, {"start": 1522.07, "end": 1522.35, "word": " this?", "probability": 0.943359375}, {"start": 1523.55, "end": 1523.91, "word": " See", "probability": 0.73486328125}, {"start": 1523.91, "end": 1524.07, "word": " you.", "probability": 0.9658203125}, {"start": 1524.19, "end": 1524.41, "word": " Thank", "probability": 0.9013671875}, {"start": 1524.41, "end": 1524.49, "word": " you", "probability": 0.94921875}, {"start": 1524.49, "end": 1524.63, "word": " very", "probability": 0.84521484375}, {"start": 1524.63, "end": 1524.85, "word": " much.", "probability": 0.9189453125}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 1525.76, "duration_after_vad": 1455.7193749999974} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..ae494f2d48bd6f5f5d61fe3b500f5faa5e0b37a4 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4460, "start": 21.68, "end": 44.6, "text": " Okay, good morning. Inshallah today we are going to start with chapter number three. As you can see the title of chapter number three is sales force activities. Mainly the title of chapter number three it is going to be sales opportunity management. 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So what we are going to focus, we are going to focus on various objectives of this chapter or these objectives as follows. Describe effective steps for generating new accounts. We are going to talk about these steps in a very detailed way. 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Listen here, if somebody would like to comment on this phrase, shift from sales volume to profit flow, how can we comment? 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"end": 120.46, "word": " comment?", "probability": 0.943359375}, {"start": 122.1, "end": 122.5, "word": " In", "probability": 0.90869140625}, {"start": 122.5, "end": 122.7, "word": " other", "probability": 0.89111328125}, {"start": 122.7, "end": 123.04, "word": " words,", "probability": 0.8671875}], "temperature": 1.0}, {"id": 5, "seek": 15169, "start": 124.87, "end": 151.69, "text": " The recent research or the recent science of sales is saying firms is no longer or they are no longer focusing on something called sales value. Priority is given for? Profit. Profit flow. What does it mean? Hanin. You should have the transaction or you should have the deal that is profitable for you. Not just you have to achieve the sales. Good. What else?", "tokens": [440, 5162, 2132, 420, 264, 5162, 3497, 295, 5763, 307, 1566, 18055, 307, 572, 2854, 420, 436, 366, 572, 2854, 8416, 322, 746, 1219, 5763, 2158, 13, 24032, 507, 307, 2212, 337, 30, 6039, 270, 13, 6039, 270, 3095, 13, 708, 775, 309, 914, 30, 7820, 259, 13, 509, 820, 362, 264, 14425, 420, 291, 820, 362, 264, 2028, 300, 307, 21608, 337, 291, 13, 1726, 445, 291, 362, 281, 4584, 264, 5763, 13, 2205, 13, 708, 1646, 30], "avg_logprob": -0.25390624850988386, "compression_ratio": 1.6933962264150944, "no_speech_prob": 0.0, "words": [{"start": 124.87, "end": 125.11, "word": " The", "probability": 0.66845703125}, {"start": 125.11, "end": 125.43, "word": " recent", "probability": 0.85400390625}, {"start": 125.43, "end": 126.01, "word": " research", "probability": 0.9609375}, {"start": 126.01, "end": 126.31, "word": " or", "probability": 0.78515625}, {"start": 126.31, "end": 126.41, "word": " the", "probability": 0.69921875}, {"start": 126.41, "end": 126.65, "word": " recent", 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Look at this. Imagine we are going to have two firms. One of them is called sales agency, sorry, car agency. The second one is called supermarket. Listen here. We are going to compare between them regarding something called sales volume.", "tokens": [407, 718, 311, 976, 257, 588, 2199, 1365, 281, 3109, 341, 1558, 420, 341, 3410, 13, 2053, 412, 341, 13, 11739, 321, 366, 516, 281, 362, 732, 18055, 13, 1485, 295, 552, 307, 1219, 5763, 7934, 11, 2597, 11, 1032, 7934, 13, 440, 1150, 472, 307, 1219, 25180, 13, 7501, 510, 13, 492, 366, 516, 281, 6794, 1296, 552, 8595, 746, 1219, 5763, 5523, 13], "avg_logprob": -0.2052556870110107, "compression_ratio": 1.6051282051282052, "no_speech_prob": 0.0, "words": [{"start": 153.48, "end": 153.68, "word": " So", "probability": 0.2152099609375}, {"start": 153.68, "end": 153.86, "word": " let's", "probability": 0.841064453125}, {"start": 153.86, "end": 154.02, "word": " give", "probability": 0.80615234375}, {"start": 154.02, "end": 154.2, "word": " a", "probability": 0.63525390625}, {"start": 154.2, "end": 154.54, "word": " very", "probability": 0.654296875}, {"start": 154.54, "end": 154.78, "word": " simple", 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Now, listen, if you are going to compare between these two businesses regarding their sales volume every single day, the supermarket, for example, they might sell or it might sell more than 150 items. Item means product. 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Somebody might ask me why we would like to talk about time management? 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Exactly, efficiency and effectiveness. Now, also what did we say about efficiency? We said they are concerning of time, effort and cost. 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It is paid by us. So if it is productive, we should pay for it. If it isn't productive, this means we are paying in a very losing way. Paying in a very losing way. Okay, so we should talk about time management. 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This is a second reason. Third reason? He took a rule that it costs the company double if it loses a current account while attracting a new account. So? So that means that it should maintain the current accounts and then look for the new accounts. Okay, okay, good, generally good. Okay, now look at here. 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Okay, so no matter how strong your products, how great your customer service or how aggressive your sales force, businesses lose customers every year. And this is a fact. It is applicable and inclusive for every firm regardless of its history, regardless of its experience, regardless of its background, regardless of its product, regardless of its quality and so on. 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What does that mean surrendered? Gave it up. And they will say, okay, we are going to sell ourselves. Also, industries consolidate. In other words, sometimes industries, they are going to enjoy the period of peak. 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Therefore, an important first step in acquiring new customers is for salesperson is to build good prospects profile. So let's stop here and summarize what we have just read. 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Generally, if you are going to be asked which one is the best, we are going to pick up the second one. Somebody might ask why? We are going to tell you why. Now listen, all the time remember if you are going to design a strategy,", "tokens": [1981, 366, 264, 732, 3593, 538, 597, 321, 366, 516, 281, 3488, 527, 4599, 420, 3488, 527, 1065, 5763, 13, 21082, 11, 498, 291, 366, 516, 281, 312, 2351, 597, 472, 307, 264, 1151, 11, 321, 366, 516, 281, 1888, 493, 264, 1150, 472, 13, 13463, 1062, 1029, 983, 30, 492, 366, 516, 281, 980, 291, 983, 13, 823, 2140, 11, 439, 264, 565, 1604, 498, 291, 366, 516, 281, 1715, 257, 5206, 11], "avg_logprob": -0.15395833253860475, "compression_ratio": 1.7277486910994764, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 885.16, "end": 885.52, "word": " These", "probability": 0.7255859375}, {"start": 885.52, "end": 885.78, "word": " are", "probability": 0.93359375}, {"start": 885.78, "end": 885.98, "word": " the", "probability": 0.87158203125}, {"start": 885.98, "end": 886.36, "word": " two", "probability": 0.8662109375}, {"start": 886.36, "end": 887.06, "word": " resources", "probability": 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This means we are going to talk about time and effort and cost and all of them they are going to be what? Excessive.", "tokens": [281, 15119, 777, 4581, 13, 639, 1355, 321, 366, 516, 281, 751, 466, 565, 293, 4630, 293, 2063, 293, 439, 295, 552, 436, 366, 516, 281, 312, 437, 30, 2111, 780, 488, 13], "avg_logprob": -0.2954963165171006, "compression_ratio": 1.2882882882882882, "no_speech_prob": 0.0, "words": [{"start": 911.57, "end": 911.75, "word": " to", "probability": 0.256103515625}, {"start": 911.75, "end": 912.05, "word": " recruit", "probability": 0.814453125}, {"start": 912.05, "end": 912.37, "word": " new", "probability": 0.80517578125}, {"start": 912.37, "end": 912.93, "word": " customers.", "probability": 0.82861328125}, {"start": 913.65, "end": 913.91, "word": " This", "probability": 0.77197265625}, {"start": 913.91, "end": 914.29, "word": " means", "probability": 0.92578125}, {"start": 914.29, "end": 914.47, "word": " we", "probability": 0.7265625}, {"start": 914.47, "end": 914.61, "word": " are", "probability": 0.78759765625}, {"start": 914.61, "end": 914.83, "word": " going", "probability": 0.91552734375}, {"start": 914.83, "end": 914.97, "word": " to", "probability": 0.96142578125}, {"start": 914.97, "end": 915.19, "word": " talk", "probability": 0.76611328125}, {"start": 915.19, "end": 915.87, "word": " about", "probability": 0.35107421875}, {"start": 915.87, "end": 917.95, "word": " time", "probability": 0.7353515625}, {"start": 917.95, "end": 918.23, "word": " and", "probability": 0.63623046875}, {"start": 918.23, "end": 918.51, "word": " effort", "probability": 0.90625}, {"start": 918.51, "end": 918.77, "word": " and", "probability": 0.89208984375}, {"start": 918.77, "end": 919.09, "word": " cost", "probability": 0.8671875}, {"start": 919.09, "end": 919.35, "word": " and", "probability": 0.431396484375}, {"start": 919.35, "end": 919.57, "word": " all", "probability": 0.84619140625}, {"start": 919.57, "end": 919.71, "word": " of", "probability": 0.9638671875}, {"start": 919.71, "end": 919.91, "word": " them", "probability": 0.85009765625}, {"start": 919.91, "end": 920.07, "word": " they", "probability": 0.369873046875}, {"start": 920.07, "end": 920.25, "word": " are", "probability": 0.9130859375}, {"start": 920.25, "end": 920.47, "word": " going", "probability": 0.93408203125}, {"start": 920.47, "end": 920.61, "word": " to", "probability": 0.97265625}, {"start": 920.61, "end": 920.75, "word": " be", "probability": 0.94287109375}, {"start": 920.75, "end": 920.99, "word": " what?", "probability": 0.64453125}, {"start": 921.31, "end": 921.75, "word": " Excessive.", "probability": 0.91015625}], "temperature": 1.0}, {"id": 36, "seek": 94509, "start": 922.97, "end": 945.09, "text": " Why? We are designing a strategy to recruit new customers. So we are going to invest more time, we are going to invest more effort, and we are going to invest more cost. As Hani said, as you said, God knows, after this huge process of investment, we might succeed in recruiting these customers and we might fail or we might not.", "tokens": [1545, 30, 492, 366, 14685, 257, 5206, 281, 15119, 777, 4581, 13, 407, 321, 366, 516, 281, 1963, 544, 565, 11, 321, 366, 516, 281, 1963, 544, 4630, 11, 293, 321, 366, 516, 281, 1963, 544, 2063, 13, 1018, 39731, 848, 11, 382, 291, 848, 11, 1265, 3255, 11, 934, 341, 2603, 1399, 295, 6078, 11, 321, 1062, 7754, 294, 25987, 613, 4581, 293, 321, 1062, 3061, 420, 321, 1062, 406, 13], "avg_logprob": -0.1761558186518003, "compression_ratio": 1.8379888268156424, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 922.97, "end": 923.49, "word": " Why?", "probability": 0.78759765625}, {"start": 924.05, "end": 924.39, "word": " We", "probability": 0.8427734375}, {"start": 924.39, "end": 924.55, "word": " are", "probability": 0.912109375}, {"start": 924.55, "end": 925.03, "word": " designing", "probability": 0.8876953125}, 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This is very important. 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This is considered to be what? Time factor. Regarding effort, we are not going to exert more effort than... Also, we are not going to pay more than the first one. Why? 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Any question? Any comments? We didn't finish. Now listen. When we talked about the time here, somebody is going to say let's give example. Now let's talk about for example Bank of Palestine. 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Haneen is a student of this poor girl. She is a student at AUG and her father is opening an account for her with about GD of thousand Jordanian dinars. The management of the bank is going to think in this way. They will say this customer is classified to be VIP.", "tokens": [4714, 10979, 952, 3791, 685, 13, 389, 1929, 268, 307, 257, 3107, 295, 341, 4716, 2013, 13, 1240, 307, 257, 3107, 412, 7171, 38, 293, 720, 3086, 307, 5193, 364, 2696, 337, 720, 365, 466, 460, 35, 295, 4714, 10979, 952, 3791, 685, 13, 440, 4592, 295, 264, 3765, 307, 516, 281, 519, 294, 341, 636, 13, 814, 486, 584, 341, 5474, 307, 20627, 281, 312, 29732, 13], "avg_logprob": -0.24886774498483408, "compression_ratio": 1.6111111111111112, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1082.36, "end": 1082.8, "word": " thousand", "probability": 0.1575927734375}, {"start": 1082.8, "end": 1083.28, "word": " Jordanian", "probability": 0.853759765625}, {"start": 1083.28, "end": 1083.6, "word": " dinars.", "probability": 0.533203125}, {"start": 1084.48, "end": 1084.94, "word": " Haneen", "probability": 0.7679036458333334}, {"start": 1084.94, "end": 1085.34, "word": " is", "probability": 0.91162109375}, {"start": 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Also, he or she is qualified to be a good customer which we should maintain our relationship with her forever. On the other hand, Haneen is looked as look ordinary customer. 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Everything is different. So when Walaa is going to enter the bank, everybody is going to welcome her. Please enter to the office of the manager. Tea, coffee, ice, cafe, whatever. All the types of generosity will be offered for her. 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So, what is sales opportunity management? Sales opportunity management is a process of prioritizing. Prioritizing what? The company's resources to increase the sales or productivity. 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Now, why are we going to prioritize our company's resources? Simply to increase our sales productivity. And if we are having something called sales productivity, this means we are having probabilities of growth. Probabilities of? 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Now to increase productivity, sales force, sales staff member should focus their efforts on those prospects, on those customers that have high probability of becoming important customers. 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Okay, let's move on to another thing. Look at this. Now somebody is going to say, what is the best way to grow? So if you are going to delete the word grow, we are going to use the word increase. Exactly, the same thing. It's the same. What is the best way to increase the sales? 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According to the scientific research of the sales management, this approach is achieving about 42%. The second thing, 33% is for acquiring new customers. So which one is the strongest? To maintain our current relationship with the customers. 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We can introduce new products. So this is considered to be the third. So this is one, this is two, this is three, and the final one is the fourth. The fourth, according to the research of sales management, 10% from increasing or achieving growth is dedicated for mergers and acquisitions. 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Once again, before we are going to flip this slide, let's focus on this one. So let's repeat what we talked about before. Whenever we are going to talk about acquiring new customers, remember, look at here. Which we are investing here is greater than what? Here. 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Here, the result is unknown, unpredictable. In other words, God knows if you are going to convince the customer or not. God knows, in spite of this huge, big movement of investment. 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Any questions, any comments about this? Any questions, any comments? Okay, let's move on. So this slide also is providing us with new information, which we talked about before. Look at that. Two ways to grow sales. Number one, obtain new customers. And number two, grow the business with existing customers. Which one is the best, as we said? 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Clear? So according to this prospect profile, we are going to classify them. Step number two, we must build something called prospect list. 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{"id": 63, "seek": 170417, "start": 1679.53, "end": 1704.17, "text": " So the qualified is going to be the prospect who has a financial capacity to buy our product. With unqualified, it refers to the customers who does not or who do not have a financial capacity to buy our own product. So all these three steps they are very important to create or to generate new accounts or customers for our firm.", "tokens": [407, 264, 15904, 307, 516, 281, 312, 264, 15005, 567, 575, 257, 4669, 6042, 281, 2256, 527, 1674, 13, 2022, 517, 46094, 11, 309, 14942, 281, 264, 4581, 567, 775, 406, 420, 567, 360, 406, 362, 257, 4669, 6042, 281, 2256, 527, 1065, 1674, 13, 407, 439, 613, 1045, 4439, 436, 366, 588, 1021, 281, 1884, 420, 281, 8460, 777, 9402, 420, 4581, 337, 527, 6174, 13], "avg_logprob": -0.19025734833934727, "compression_ratio": 1.7934782608695652, "no_speech_prob": 0.0, "words": [{"start": 1679.53, "end": 1679.81, "word": " So", "probability": 0.64990234375}, {"start": 1679.81, "end": 1679.95, "word": " the", "probability": 0.6298828125}, {"start": 1679.95, "end": 1680.27, "word": " qualified", "probability": 0.83154296875}, {"start": 1680.27, "end": 1680.63, "word": " is", "probability": 0.7578125}, {"start": 1680.63, "end": 1680.83, "word": " going", "probability": 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because of this we are saying information is power or knowledge is power knowledge is power any question any comments about this any question any comments", "tokens": [498, 291, 366, 516, 281, 17496, 420, 12477, 552, 439, 295, 552, 436, 366, 14611, 1602, 365, 472, 1349, 597, 307, 3601, 2361, 322, 341, 1349, 2293, 7103, 570, 295, 341, 321, 366, 1566, 1589, 307, 1347, 420, 3601, 307, 1347, 3601, 307, 1347, 604, 1168, 604, 3053, 466, 341, 604, 1168, 604, 3053], "avg_logprob": -0.16193181493065573, "compression_ratio": 1.8353658536585367, "no_speech_prob": 0.0, "words": [{"start": 1706.13, "end": 1706.37, "word": " if", "probability": 0.335693359375}, {"start": 1706.37, "end": 1706.45, "word": " you", "probability": 0.9541015625}, {"start": 1706.45, "end": 1706.59, "word": " are", "probability": 0.78515625}, {"start": 1706.59, "end": 1706.81, "word": " going", "probability": 0.94580078125}, {"start": 1706.81, "end": 1706.99, "word": " to", "probability": 0.9697265625}, {"start": 1706.99, 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Any questions? Any comments? Any questions or comments? Listen, before we are going to conclude, remember something very important. 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See you next time.", "tokens": [759, 291, 576, 411, 281, 652, 24781, 5860, 11, 300, 311, 2489, 13, 759, 291, 576, 411, 281, 652, 2857, 24781, 5860, 11, 300, 311, 2489, 13, 1057, 264, 565, 1604, 281, 764, 5110, 570, 5110, 382, 321, 848, 309, 307, 257, 588, 13304, 28447, 538, 597, 321, 366, 516, 281, 18849, 527, 3701, 13, 2639, 1168, 420, 3053, 30, 3008, 291, 958, 565, 13], "avg_logprob": -0.20667613229968332, "compression_ratio": 1.7322404371584699, "no_speech_prob": 8.344650268554688e-07, "words": [{"start": 1843.85, "end": 1844.11, "word": " If", "probability": 0.55859375}, {"start": 1844.11, "end": 1844.21, "word": " you", "probability": 0.955078125}, {"start": 1844.21, "end": 1844.33, "word": " would", "probability": 0.76611328125}, {"start": 1844.33, "end": 1844.47, "word": " like", "probability": 0.92919921875}, {"start": 1844.47, "end": 1844.63, "word": " to", "probability": 0.96337890625}, {"start": 1844.63, "end": 1844.79, "word": " make", "probability": 0.9326171875}, 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Inshallah today we are going + +2 +00:00:25,060 --> 00:00:28,320 +to start with chapter number three. As you can see + +3 +00:00:28,320 --> 00:00:30,520 +the title of chapter number three is sales force + +4 +00:00:30,520 --> 00:00:34,300 +activities. Mainly the title of chapter number + +5 +00:00:34,300 --> 00:00:35,900 +three it is going to be sales opportunity + +6 +00:00:35,900 --> 00:00:38,860 +management. So what we are going to study in this + +7 +00:00:38,860 --> 00:00:43,800 +chapter is the nature of the process of this sales + +8 +00:00:43,800 --> 00:00:46,730 +opportunity management. We are going to define it + +9 +00:00:46,730 --> 00:00:49,070 +and also we are going to talk about the approaches + +10 +00:00:49,070 --> 00:00:53,070 +and the methods by which we can generate new + +11 +00:00:53,070 --> 00:00:56,370 +customers, by which we can maintain the + +12 +00:00:56,370 --> 00:00:59,110 +relationship with the current customers. Both of + +13 +00:00:59,110 --> 00:01:02,310 +them, they are ways to achieve something called + +14 +00:01:02,310 --> 00:01:06,430 +firms growth. Generally, whenever we are going to + +15 +00:01:06,430 --> 00:01:09,070 +use the word growth, we are simply referring to + +16 +00:01:09,070 --> 00:01:14,600 +increase in sales. Increase in sales. So what we + +17 +00:01:14,600 --> 00:01:17,420 +are going to focus, we are going to focus on + +18 +00:01:17,420 --> 00:01:20,660 +various objectives of this chapter or these + +19 +00:01:20,660 --> 00:01:23,820 +objectives as follows. Describe effective steps + +20 +00:01:23,820 --> 00:01:26,400 +for generating new accounts. We are going to talk + +21 +00:01:26,400 --> 00:01:29,180 +about these steps in a very detailed way. Also, we + +22 +00:01:29,180 --> 00:01:31,840 +are going to explain how to determine the minimum + +23 +00:01:31,840 --> 00:01:35,940 +opportunity a salesperson should pursue. Third + +24 +00:01:35,940 --> 00:01:38,160 +objective, we are going to describe the four + +25 +00:01:38,160 --> 00:01:41,820 +methods for setting opportunity priorities, and + +26 +00:01:41,820 --> 00:01:44,660 +finally we will conclude by explaining the + +27 +00:01:44,660 --> 00:01:47,440 +emphasis or why the emphasis is shifting from + +28 +00:01:47,440 --> 00:01:52,280 +sales volume to profit flow. Listen here, if + +29 +00:01:52,280 --> 00:01:54,380 +somebody would like to comment on this phrase, + +30 +00:01:55,200 --> 00:02:00,020 +shift from sales volume to profit flow, how can we + +31 +00:02:00,020 --> 00:02:06,310 +comment? In other words, The recent research or + +32 +00:02:06,310 --> 00:02:10,790 +the recent science of sales is saying firms is no + +33 +00:02:10,790 --> 00:02:13,530 +longer or they are no longer focusing on something + +34 +00:02:13,530 --> 00:02:17,570 +called sales value. Priority is given for? Profit. + +35 +00:02:17,970 --> 00:02:22,150 +Profit flow. What does it mean? Hanin. You should + +36 +00:02:22,150 --> 00:02:25,350 +have the transaction or you should have the deal + +37 +00:02:25,350 --> 00:02:29,050 +that is profitable for you. Not just you have to + +38 +00:02:29,050 --> 00:02:34,020 +achieve the sales. Good. What else? So let's give + +39 +00:02:34,020 --> 00:02:38,100 +a very simple example to approach this idea or + +40 +00:02:38,100 --> 00:02:41,020 +this concept. Look at this. Imagine we are going + +41 +00:02:41,020 --> 00:02:43,140 +to have two firms. One of them is called sales + +42 +00:02:43,140 --> 00:02:47,340 +agency, sorry, car agency. + +43 +00:02:50,080 --> 00:02:52,980 +The second one is called supermarket. + +44 +00:02:55,680 --> 00:02:58,000 +Listen here. We are going to compare between them + +45 +00:02:58,000 --> 00:03:01,100 +regarding something called sales volume. + +46 +00:03:04,530 --> 00:03:08,510 +The second one is going to be profit, flow. + +47 +00:03:10,270 --> 00:03:15,430 +Now, listen, if you are going to compare between + +48 +00:03:15,430 --> 00:03:18,930 +these two businesses regarding their sales volume + +49 +00:03:18,930 --> 00:03:21,690 +every single day, the supermarket, for example, + +50 +00:03:22,150 --> 00:03:25,790 +they might sell or it might sell more than 150 + +51 +00:03:25,790 --> 00:03:32,010 +items. Item means product. The car might sell one + +52 +00:03:32,010 --> 00:03:36,470 +item. Which means one car. If you are going to + +53 +00:03:36,470 --> 00:03:38,430 +look at the sales volume, the volume is going to + +54 +00:03:38,430 --> 00:03:42,470 +be here bigger than what was sold by the car + +55 +00:03:42,470 --> 00:03:45,830 +company or the car agency. But regarding the + +56 +00:03:45,830 --> 00:03:49,030 +profit flow, the profit here might be what? Longer + +57 +00:03:49,030 --> 00:03:52,350 +or higher. So what do we understand from this? + +58 +00:03:55,150 --> 00:03:59,520 +Excellent. Excellent. The growth and profitability + +59 +00:03:59,520 --> 00:04:03,680 +isn't always related to the sales volume. + +60 +00:04:04,180 --> 00:04:07,600 +Excellent. In other words, we are talking now + +61 +00:04:07,600 --> 00:04:11,100 +about a new approach, a new window through which + +62 +00:04:11,100 --> 00:04:13,780 +we can measure or determine or talk about + +63 +00:04:13,780 --> 00:04:17,000 +something called profitability of sales agencies. + +64 +00:04:18,640 --> 00:04:22,920 +This is very important. So as Farah said, let's + +65 +00:04:22,920 --> 00:04:26,060 +summarize it once again. All the time remember + +66 +00:04:26,060 --> 00:04:29,900 +profitability of sales agencies are not always + +67 +00:04:29,900 --> 00:04:34,200 +related to the sales volume. This is something + +68 +00:04:34,200 --> 00:04:38,680 +very important. Clear? So this is a brief + +69 +00:04:38,680 --> 00:04:41,160 +introduction. Let's go on and let's talk about the + +70 +00:04:41,160 --> 00:04:44,390 +outline of the chapter. Here we are going to talk + +71 +00:04:44,390 --> 00:04:46,510 +about the process for generating new accounts, + +72 +00:04:49,130 --> 00:04:52,590 +also we are going to manage or talk about managing + +73 +00:04:52,590 --> 00:04:55,910 +existing accounts or the current customers, then + +74 +00:04:55,910 --> 00:04:58,750 +sales versus profit as we talked about before, or + +75 +00:04:58,750 --> 00:05:01,290 +finally we will talk about something called time + +76 +00:05:01,290 --> 00:05:04,270 +management. Somebody might ask me why we would + +77 +00:05:04,270 --> 00:05:08,470 +like to talk about time management? Listen, Last + +78 +00:05:08,470 --> 00:05:11,730 +time also, we said the whole business + +79 +00:05:11,730 --> 00:05:14,030 +administration concept is founded on two major + +80 +00:05:14,030 --> 00:05:19,730 +principles. Exactly, efficiency and effectiveness. + +81 +00:05:21,350 --> 00:05:23,970 +Now, also what did we say about efficiency? We + +82 +00:05:23,970 --> 00:05:29,350 +said they are concerning of time, effort and cost. + +83 +00:05:30,450 --> 00:05:34,540 +So, time here is returning once again. So time is + +84 +00:05:34,540 --> 00:05:37,140 +very important because every single minute which + +85 +00:05:37,140 --> 00:05:39,360 +our salesperson is going to consume in his work, + +86 +00:05:39,860 --> 00:05:43,800 +this minute is payable. It is paid by us. So if it + +87 +00:05:43,800 --> 00:05:46,700 +is productive, we should pay for it. If it isn't + +88 +00:05:46,700 --> 00:05:50,200 +productive, this means we are paying in a very + +89 +00:05:50,200 --> 00:05:55,840 +losing way. Paying in a very losing way. Okay, so + +90 +00:05:55,840 --> 00:05:58,440 +we should talk about time management. We will talk + +91 +00:05:58,440 --> 00:06:02,560 +about this later on. Generally, we are going to + +92 +00:06:02,560 --> 00:06:04,620 +start our discussion with something called Sales + +93 +00:06:04,620 --> 00:06:07,640 +Opportunity Management. The Sales Opportunity + +94 +00:06:07,640 --> 00:06:10,960 +Management, it is founded on various channels by + +95 +00:06:10,960 --> 00:06:14,280 +which we are going to achieve or increase these + +96 +00:06:14,280 --> 00:06:17,760 +opportunities of sales. Opportunity number one is + +97 +00:06:17,760 --> 00:06:21,140 +going to generate or recruit new customers or new + +98 +00:06:21,140 --> 00:06:25,760 +accounts. Second one to manage or maintain our + +99 +00:06:25,760 --> 00:06:28,360 +current relationship with our current or existing + +100 +00:06:28,360 --> 00:06:32,670 +customers. The third window, to believe in + +101 +00:06:32,670 --> 00:06:37,430 +something called sales versus profits. The fourth + +102 +00:06:37,430 --> 00:06:40,750 +window, personal time management and how our staff + +103 +00:06:40,750 --> 00:06:45,210 +member or sales force should use their time in a + +104 +00:06:45,210 --> 00:06:48,630 +very productive way. So these are the foundations + +105 +00:06:48,630 --> 00:06:53,980 +of sales opportunity management. Let's begin. by + +106 +00:06:53,980 --> 00:06:57,280 +explaining something related to something called a + +107 +00:06:57,280 --> 00:07:02,160 +process for generating new accounts now listen if + +108 +00:07:02,160 --> 00:07:04,820 +we are going to give you a quick question or a + +109 +00:07:04,820 --> 00:07:09,440 +general question if you are a sales manager in one + +110 +00:07:09,440 --> 00:07:13,180 +of the companies and your chief of executive or + +111 +00:07:13,180 --> 00:07:17,080 +your supervisor asked you this question Which + +112 +00:07:17,080 --> 00:07:22,140 +approach, which window we should pursue under the + +113 +00:07:22,140 --> 00:07:23,860 +Sales Opportunity Management? In other words, + +114 +00:07:24,520 --> 00:07:28,060 +should we double our efforts on generating new + +115 +00:07:28,060 --> 00:07:32,180 +accounts or should we maintain our current + +116 +00:07:32,180 --> 00:07:35,760 +relationship with our current accounts? Current + +117 +00:07:35,760 --> 00:07:37,580 +accounts? Why? + +118 +00:07:41,140 --> 00:07:45,160 +we save our account, keep a current account will + +119 +00:07:45,160 --> 00:07:54,500 +decline the cost when we attract new customers + +120 +00:07:54,500 --> 00:08:01,080 +okay okay the current account is a way to attract + +121 +00:08:01,080 --> 00:08:04,960 +also new accounts by less effort and time and cost + +122 +00:08:04,960 --> 00:08:09,060 +okay which one should be given the priority? + +123 +00:08:11,200 --> 00:08:16,460 +Current accounts? Why? Because our efforts to + +124 +00:08:16,460 --> 00:08:20,080 +attract new customers aren't always 100% fruitful. + +125 +00:08:20,460 --> 00:08:23,780 +We may recruit him and we may attract him and we + +126 +00:08:23,780 --> 00:08:26,560 +may not attract him, but our current account is + +127 +00:08:26,560 --> 00:08:30,580 +100% fortunate. Good. What else? We are not sure + +128 +00:08:30,580 --> 00:08:35,820 +about the final result of our efforts. If we + +129 +00:08:35,820 --> 00:08:39,660 +attract a new customer, will he take our dirty? + +130 +00:08:41,720 --> 00:08:43,540 +Good, this is reasonable. This is a second reason. + +131 +00:08:43,620 --> 00:08:48,260 +Third reason? He took a rule that + +132 +00:08:48,260 --> 00:08:51,200 +it costs the company double if it loses a current + +133 +00:08:51,200 --> 00:08:55,460 +account while attracting a new account. So? So + +134 +00:08:55,460 --> 00:08:58,080 +that means that it should maintain the current + +135 +00:08:58,080 --> 00:09:01,620 +accounts and then look for the new accounts. Okay, + +136 +00:09:02,080 --> 00:09:04,520 +okay, good, generally good. Okay, now look at + +137 +00:09:04,520 --> 00:09:08,620 +here. So a recent survey conducted by a consulting + +138 +00:09:08,620 --> 00:09:13,250 +company, its name is called Towers Burn, The study + +139 +00:09:13,250 --> 00:09:18,190 +indicated that 33% of the sales executives cited + +140 +00:09:18,190 --> 00:09:21,410 +acquiring new customers as their biggest + +141 +00:09:21,410 --> 00:09:27,750 +opportunity for growth. Look, they are saying the + +142 +00:09:27,750 --> 00:09:29,870 +biggest way of growth or the biggest way to + +143 +00:09:29,870 --> 00:09:34,290 +increase our sales is acquiring new customers or + +144 +00:09:34,290 --> 00:09:37,640 +acquiring new accounts. Somebody is going to say + +145 +00:09:37,640 --> 00:09:39,920 +this is conflicting with what we stated or + +146 +00:09:39,920 --> 00:09:43,560 +discussed before. You are right, but remember, we + +147 +00:09:43,560 --> 00:09:47,320 +are talking about only one third of the sales + +148 +00:09:47,320 --> 00:09:51,660 +executives, which means what is left is about two + +149 +00:09:51,660 --> 00:09:54,500 +thirds of sales executives who are saying + +150 +00:09:54,500 --> 00:09:57,200 +otherwise. What's the meaning of otherwise? + +151 +00:09:58,400 --> 00:10:04,930 +Something not in agreement with this. Clear? Okay, + +152 +00:10:05,430 --> 00:10:07,930 +so no matter how strong your products, how great + +153 +00:10:07,930 --> 00:10:10,550 +your customer service or how aggressive your sales + +154 +00:10:10,550 --> 00:10:15,450 +force, businesses lose customers every year. And + +155 +00:10:15,450 --> 00:10:19,850 +this is a fact. It is applicable and inclusive for + +156 +00:10:19,850 --> 00:10:23,870 +every firm regardless of its history, regardless + +157 +00:10:23,870 --> 00:10:26,290 +of its experience, regardless of its background, + +158 +00:10:26,930 --> 00:10:28,970 +regardless of its product, regardless of its + +159 +00:10:28,970 --> 00:10:34,160 +quality and so on. So this is a fact. When + +160 +00:10:34,160 --> 00:10:37,800 +companies are bought and sold, management changes, + +161 +00:10:38,260 --> 00:10:40,760 +industries consolidate, and global economies + +162 +00:10:40,760 --> 00:10:45,400 +fluctuate. So here, we are talking about three + +163 +00:10:45,400 --> 00:10:48,320 +major reasons for why firms and companies are + +164 +00:10:48,320 --> 00:10:50,540 +going to lose customers every single year. The + +165 +00:10:50,540 --> 00:10:54,460 +first reason is that companies are bought and + +166 +00:10:54,460 --> 00:10:57,220 +sold, then management will change. Also, + +167 +00:10:57,600 --> 00:11:00,940 +industries consolidate, and finally, global + +168 +00:11:00,940 --> 00:11:04,770 +economies fluctuate. So here we are talking about + +169 +00:11:04,770 --> 00:11:12,430 +something called, listen, read, external forces, + +170 +00:11:12,970 --> 00:11:16,930 +which we cannot maintain, which we cannot control, + +171 +00:11:17,070 --> 00:11:19,910 +which we cannot dominate. So if the company is + +172 +00:11:19,910 --> 00:11:23,210 +going to sell or sell itself, this means that the + +173 +00:11:23,210 --> 00:11:28,650 +management cannot resist or cannot achieve + +174 +00:11:28,650 --> 00:11:30,930 +profitability or they are not comfortable in the + +175 +00:11:30,930 --> 00:11:33,850 +market. So, in other words, an external offer, + +176 +00:11:34,150 --> 00:11:37,470 +including a very attractive offer, will be offered + +177 +00:11:37,470 --> 00:11:39,470 +to the management, and by the end, the management + +178 +00:11:39,470 --> 00:11:41,430 +will be surrendered. What does that mean + +179 +00:11:41,430 --> 00:11:45,450 +surrendered? Gave it up. And they will say, okay, + +180 +00:11:45,510 --> 00:11:49,930 +we are going to sell ourselves. Also, industries + +181 +00:11:49,930 --> 00:11:52,530 +consolidate. In other words, sometimes industries, + +182 +00:11:52,690 --> 00:11:57,250 +they are going to enjoy the period of peak. What + +183 +00:11:57,250 --> 00:12:02,640 +does the period of peak mean? For example, these + +184 +00:12:02,640 --> 00:12:04,760 +peaks, they are various throughout the year. + +185 +00:12:05,560 --> 00:12:07,220 +Sometimes if you are going to talk about + +186 +00:12:07,220 --> 00:12:11,800 +something, for example, hotel management or hotel + +187 +00:12:11,800 --> 00:12:14,700 +industries, they are going to have their own peak + +188 +00:12:14,700 --> 00:12:17,440 +in the period of summer, the period of holidays, + +189 +00:12:18,020 --> 00:12:20,460 +the period of Christmas, the period of Al-Adha and + +190 +00:12:20,460 --> 00:12:24,660 +Al-Fitr feasts and so on. So every industry has + +191 +00:12:24,660 --> 00:12:28,480 +its own peak. Other peaks, they are not going to + +192 +00:12:28,480 --> 00:12:30,620 +encourage or consolidate the work of the business. + +193 +00:12:31,280 --> 00:12:33,880 +The same thing, global economies fluctuate. + +194 +00:12:34,580 --> 00:12:39,290 +Sometimes, for example, Each or the oil prices, + +195 +00:12:39,430 --> 00:12:42,090 +they are fluctuating from one year to another, or + +196 +00:12:42,090 --> 00:12:44,970 +according to the changes in the Gulf area, or when + +197 +00:12:44,970 --> 00:12:48,270 +the war broke out between Iran and Iraq, and later + +198 +00:12:48,270 --> 00:12:51,490 +on between America and Iraq. So all these external + +199 +00:12:51,490 --> 00:12:54,810 +forces, they are going to force the economy to + +200 +00:12:54,810 --> 00:12:59,050 +fluctuate. In this case, can the company firm, can + +201 +00:12:59,050 --> 00:13:01,570 +the company or the firm say we are not going to be + +202 +00:13:01,570 --> 00:13:04,100 +influenced? Of course they are going to be + +203 +00:13:04,100 --> 00:13:06,720 +influenced, although this influence is going to be + +204 +00:13:06,720 --> 00:13:10,700 +in a negative way. So the fact which we are going + +205 +00:13:10,700 --> 00:13:14,660 +to conclude is firms are losing customers every + +206 +00:13:14,660 --> 00:13:18,280 +single year. Why? For the three major reasons + +207 +00:13:18,280 --> 00:13:22,500 +which we are focusing on. Any questions or + +208 +00:13:22,500 --> 00:13:27,020 +comments about this? Let's go on. So in this case + +209 +00:13:27,020 --> 00:13:30,180 +we are saying a few companies can afford to + +210 +00:13:30,180 --> 00:13:33,420 +neglect a new business development. Indeed, + +211 +00:13:33,780 --> 00:13:37,240 +according to recent research findings, firms who + +212 +00:13:37,240 --> 00:13:40,000 +have developed effective customer acquisition + +213 +00:13:40,000 --> 00:13:45,480 +capabilities are more profitable than those who + +214 +00:13:45,480 --> 00:13:47,840 +have capability of developing a close customer + +215 +00:13:47,840 --> 00:13:52,140 +relationship, but are not good at acquiring new + +216 +00:13:52,140 --> 00:13:57,940 +customers. So the key to building sales through + +217 +00:13:57,940 --> 00:14:01,060 +prospecting is to spend time with prospects that + +218 +00:14:01,060 --> 00:14:03,940 +are likely to become good customers. Therefore, an + +219 +00:14:03,940 --> 00:14:07,020 +important first step in acquiring new customers is + +220 +00:14:07,020 --> 00:14:08,980 +for salesperson is to build good prospects + +221 +00:14:08,980 --> 00:14:13,800 +profile. So let's stop here and summarize what we + +222 +00:14:13,800 --> 00:14:18,720 +have just read. Number one. If we are going to be + +223 +00:14:18,720 --> 00:14:21,700 +asked how we are going to increase our sales and + +224 +00:14:21,700 --> 00:14:24,220 +thus how we are going to grow, somebody is going + +225 +00:14:24,220 --> 00:14:31,100 +to say recruiting new customers. + +226 +00:14:33,000 --> 00:14:38,760 +The second one maintaining current + +227 +00:14:38,760 --> 00:14:41,760 +or existing customers. + +228 +00:14:45,160 --> 00:14:48,040 +These are the two resources by which we are going + +229 +00:14:48,040 --> 00:14:50,960 +to increase our growth or increase our own sales. + +230 +00:14:51,800 --> 00:14:54,460 +Generally, if you are going to be asked which one + +231 +00:14:54,460 --> 00:14:58,500 +is the best, we are going to pick up the second + +232 +00:14:58,500 --> 00:14:58,760 +one. + +233 +00:15:01,780 --> 00:15:04,880 +Somebody might ask why? We are going to tell you + +234 +00:15:04,880 --> 00:15:08,600 +why. Now listen, all the time remember if you are + +235 +00:15:08,600 --> 00:15:12,370 +going to design a strategy, to recruit new + +236 +00:15:12,370 --> 00:15:15,870 +customers. This means we are going to talk about + +237 +00:15:15,870 --> 00:15:20,250 +time and effort and cost and all of them they are + +238 +00:15:20,250 --> 00:15:25,030 +going to be what? Excessive. Why? We are designing + +239 +00:15:25,030 --> 00:15:28,210 +a strategy to recruit new customers. So we are + +240 +00:15:28,210 --> 00:15:30,570 +going to invest more time, we are going to invest + +241 +00:15:30,570 --> 00:15:33,490 +more effort, and we are going to invest more cost. + +242 +00:15:33,650 --> 00:15:37,650 +As Hani said, as you said, God knows, after this + +243 +00:15:37,650 --> 00:15:40,950 +huge process of investment, we might succeed in + +244 +00:15:40,950 --> 00:15:44,710 +recruiting these customers and we might fail or we + +245 +00:15:44,710 --> 00:15:48,490 +might not. Because of this, we are saying this + +246 +00:15:48,490 --> 00:15:53,630 +strategy has advantages, but it doesn't have + +247 +00:15:53,630 --> 00:15:58,210 +stronger or greater economic impact than to + +248 +00:15:58,210 --> 00:16:02,250 +maintain our current customers. This is very + +249 +00:16:02,250 --> 00:16:06,390 +important. Regarding strategy number two, priority + +250 +00:16:06,390 --> 00:16:12,140 +will be given more in specializing more time to + +251 +00:16:12,140 --> 00:16:16,000 +convince and to sit with our current customers so + +252 +00:16:16,000 --> 00:16:19,320 +that we are going to say we would like to be + +253 +00:16:19,320 --> 00:16:23,380 +partners forever or for a longer time. This is + +254 +00:16:23,380 --> 00:16:27,180 +considered to be what? Time factor. Regarding + +255 +00:16:27,180 --> 00:16:30,940 +effort, we are not going to exert more effort + +256 +00:16:30,940 --> 00:16:34,100 +than... + +257 +00:16:34,100 --> 00:16:37,640 +Also, we are not going to pay more than the first + +258 +00:16:37,640 --> 00:16:40,880 +one. Why? Simply because this customer knows us + +259 +00:16:40,880 --> 00:16:46,600 +before. He or she knows us. Clear? And the + +260 +00:16:46,600 --> 00:16:49,980 +probability of convincing him is greater than the + +261 +00:16:49,980 --> 00:16:54,420 +probability of losing him or her. Why? Simply + +262 +00:16:54,420 --> 00:16:57,300 +because we have something in common. Simply + +263 +00:16:57,300 --> 00:17:00,940 +because we have dealt with one another before. So + +264 +00:17:00,940 --> 00:17:03,880 +once again, the science of sales force is saying + +265 +00:17:03,880 --> 00:17:07,120 +all the time maintaining current customer is + +266 +00:17:07,120 --> 00:17:11,420 +considered to be Opportunity number one by which + +267 +00:17:11,420 --> 00:17:13,680 +we are going to increase our sales and thus we are + +268 +00:17:13,680 --> 00:17:18,360 +going to grow. Any question? Any comments? We + +269 +00:17:18,360 --> 00:17:22,140 +didn't finish. Now listen. When we talked about + +270 +00:17:22,140 --> 00:17:24,780 +the time here, somebody is going to say let's give + +271 +00:17:24,780 --> 00:17:27,760 +example. Now let's talk about for example Bank of + +272 +00:17:27,760 --> 00:17:28,080 +Palestine. + +273 +00:17:30,780 --> 00:17:34,340 +In Bank of Palestine, this Bank of Palestine is + +274 +00:17:34,340 --> 00:17:37,800 +going to classify its own customers. some of them + +275 +00:17:37,800 --> 00:17:40,620 +they are classified to be qualified customers and + +276 +00:17:40,620 --> 00:17:43,240 +second group are classified to be unqualified + +277 +00:17:43,240 --> 00:17:47,740 +customers for example if Walaa is a businesswoman + +278 +00:17:47,740 --> 00:17:53,000 +this means she is going to have investment wallet + +279 +00:17:53,000 --> 00:17:56,120 +estimated with more than two hundred thousand + +280 +00:17:56,120 --> 00:18:00,920 +Jordanian dinar WalaaGD200 + +281 +00:18:02,360 --> 00:18:07,720 +thousand Jordanian dinars. Haneen is a student of + +282 +00:18:07,720 --> 00:18:12,360 +this poor girl. She is a student at AUG and her + +283 +00:18:12,360 --> 00:18:17,560 +father is opening an account for her with about GD + +284 +00:18:17,560 --> 00:18:22,800 +of thousand Jordanian dinars. The management of + +285 +00:18:22,800 --> 00:18:25,560 +the bank is going to think in this way. They will + +286 +00:18:25,560 --> 00:18:32,210 +say this customer is classified to be VIP. Yes, + +287 +00:18:32,690 --> 00:18:35,670 +very important customer. Also, he or she is + +288 +00:18:35,670 --> 00:18:39,070 +qualified to be a good customer which we should + +289 +00:18:39,070 --> 00:18:43,750 +maintain our relationship with her forever. On the + +290 +00:18:43,750 --> 00:18:47,290 +other hand, Haneen is looked as look ordinary + +291 +00:18:47,290 --> 00:18:52,690 +customer. And this ordinary customer should be + +292 +00:18:52,690 --> 00:18:56,890 +given ordinary amount of time while we are + +293 +00:18:56,890 --> 00:19:02,400 +finalizing her transaction with our bank. But + +294 +00:19:02,400 --> 00:19:06,420 +regarding Walaa, everything is distinguished. + +295 +00:19:06,680 --> 00:19:09,340 +Everything is different. So when Walaa is going to + +296 +00:19:09,340 --> 00:19:11,520 +enter the bank, everybody is going to welcome her. + +297 +00:19:11,920 --> 00:19:14,340 +Please enter to the office of the manager. Tea, + +298 +00:19:14,540 --> 00:19:18,400 +coffee, ice, cafe, whatever. All the types of + +299 +00:19:18,400 --> 00:19:20,900 +generosity will be offered for her. Somebody will + +300 +00:19:20,900 --> 00:19:24,780 +wonder, why? because the bank is saying her + +301 +00:19:24,780 --> 00:19:28,820 +investment wealth has a very important factor on + +302 +00:19:28,820 --> 00:19:33,540 +our firm on our bank in this example therefore we + +303 +00:19:33,540 --> 00:19:36,440 +should spend more time with her so that she is + +304 +00:19:36,440 --> 00:19:38,280 +going to be relaxed so that she is going to be + +305 +00:19:38,280 --> 00:19:41,680 +more comfortable and by the end she will say this + +306 +00:19:41,680 --> 00:19:44,520 +bank is providing me with an excellent service + +307 +00:19:44,520 --> 00:19:48,620 +therefore I will continue investing in it this is + +308 +00:19:48,620 --> 00:19:53,350 +the approach this is the way clear Now, let's move + +309 +00:19:53,350 --> 00:19:56,110 +on. So, what is sales opportunity management? + +310 +00:19:56,270 --> 00:19:58,870 +Sales opportunity management is a process of + +311 +00:19:58,870 --> 00:20:02,330 +prioritizing. Prioritizing what? The company's + +312 +00:20:02,330 --> 00:20:05,230 +resources to increase the sales or productivity. + +313 +00:20:06,430 --> 00:20:08,790 +Now, if you are going to talk about sales + +314 +00:20:08,790 --> 00:20:11,270 +resources, these resources might be the capital, + +315 +00:20:12,410 --> 00:20:17,350 +might be the equipment, land, + +316 +00:20:18,310 --> 00:20:26,040 +and tie. Because time is a resource for the firm. + +317 +00:20:29,280 --> 00:20:32,380 +Now, why are we going to prioritize our company's + +318 +00:20:32,380 --> 00:20:34,620 +resources? Simply to increase our sales + +319 +00:20:34,620 --> 00:20:37,340 +productivity. And if we are having something + +320 +00:20:37,340 --> 00:20:39,640 +called sales productivity, this means we are + +321 +00:20:39,640 --> 00:20:44,220 +having probabilities of growth. Probabilities of? + +322 +00:20:44,600 --> 00:20:47,810 +Growth. growth. Now to increase productivity, + +323 +00:20:48,230 --> 00:20:52,490 +sales force, sales staff member should focus their + +324 +00:20:52,490 --> 00:20:54,650 +efforts on those prospects, on those customers + +325 +00:20:54,650 --> 00:20:59,350 +that have high probability of becoming important + +326 +00:20:59,350 --> 00:21:02,550 +customers. The example of the VIP which is + +327 +00:21:02,550 --> 00:21:05,570 +exercised by similar banks here and there is + +328 +00:21:05,570 --> 00:21:09,810 +considered to be one of the applications for this + +329 +00:21:09,810 --> 00:21:14,090 +narrative sentences which we are studying. Any + +330 +00:21:14,090 --> 00:21:16,430 +questions, any comments about this? Okay, let's + +331 +00:21:16,430 --> 00:21:21,630 +move on to another thing. Look at this. Now + +332 +00:21:21,630 --> 00:21:26,190 +somebody is going to say, what is the best way to + +333 +00:21:26,190 --> 00:21:28,990 +grow? So if you are going to delete the word grow, + +334 +00:21:29,310 --> 00:21:31,830 +we are going to use the word increase. Exactly, + +335 +00:21:32,110 --> 00:21:37,050 +the same thing. It's the same. What is the best + +336 +00:21:37,050 --> 00:21:39,310 +way to increase the sales? We are going to find + +337 +00:21:39,310 --> 00:21:42,570 +that we are talking about four approaches. Number + +338 +00:21:42,570 --> 00:21:45,390 +one, increasing business with existing customers, + +339 +00:21:46,130 --> 00:21:48,210 +increasing our businesses with current customers. + +340 +00:21:48,650 --> 00:21:51,370 +According to the scientific research of the sales + +341 +00:21:51,370 --> 00:21:55,030 +management, this approach is achieving about 42%. + +342 +00:21:55,030 --> 00:22:01,490 +The second thing, 33% is for acquiring new + +343 +00:22:01,490 --> 00:22:05,270 +customers. So which one is the strongest? To + +344 +00:22:05,270 --> 00:22:07,030 +maintain our current relationship with the + +345 +00:22:07,030 --> 00:22:10,230 +customers. This is considered to be the strongest + +346 +00:22:10,230 --> 00:22:14,430 +approach. A third one is introducing new products. + +347 +00:22:15,670 --> 00:22:17,230 +We can introduce new products. So this is + +348 +00:22:17,230 --> 00:22:20,790 +considered to be the third. So this is one, this + +349 +00:22:20,790 --> 00:22:24,110 +is two, this is three, and the final one is the + +350 +00:22:24,110 --> 00:22:27,570 +fourth. The fourth, according to the research of + +351 +00:22:27,570 --> 00:22:31,630 +sales management, 10% from increasing or achieving + +352 +00:22:31,630 --> 00:22:36,010 +growth is dedicated for mergers and acquisitions. + +353 +00:22:36,970 --> 00:22:38,610 +Let's define what is a merger. + +354 +00:22:41,090 --> 00:22:43,570 +What's the meaning of merger? The first one. + +355 +00:22:44,150 --> 00:22:46,530 +Hanin. It's a contract between two companies that + +356 +00:22:46,530 --> 00:22:48,950 +each company will have mutual benefit from each + +357 +00:22:48,950 --> 00:22:51,030 +other, but each one will have its own identity, + +358 +00:22:51,190 --> 00:22:54,430 +the same brand. Excellent. Acquisitions, one + +359 +00:22:54,430 --> 00:22:57,250 +company will buy the other and the other will not + +360 +00:22:57,250 --> 00:23:00,030 +have any identity and identity for the purchaser. + +361 +00:23:00,190 --> 00:23:04,890 +Excellent. So the word merger as Hanin said, two + +362 +00:23:04,890 --> 00:23:08,270 +companies are going to sign a cooperative alliance + +363 +00:23:08,270 --> 00:23:13,670 +contract. cooperative alliance contract in which, + +364 +00:23:14,630 --> 00:23:17,670 +of course according to this contract, each company + +365 +00:23:17,670 --> 00:23:21,010 +will have its own idea, its own strategy, its own + +366 +00:23:21,010 --> 00:23:24,270 +goals. But both of them they are going to work + +367 +00:23:24,270 --> 00:23:27,910 +together. Why? Because by this they will help one + +368 +00:23:27,910 --> 00:23:31,090 +another in achieving a mutual interest and goals. + +369 +00:23:32,210 --> 00:23:36,770 +This is the meaning of what? Measure. On the other + +370 +00:23:36,770 --> 00:23:41,260 +hand, the acquisition in Arabic, Acquisition means + +371 +00:23:41,260 --> 00:23:45,420 +one stronger company is going to come and dominate + +372 +00:23:45,420 --> 00:23:50,840 +and buy a smaller company or firm. By this way, we + +373 +00:23:50,840 --> 00:23:53,400 +are talking about one remaining idea of firms, + +374 +00:23:53,540 --> 00:23:57,920 +which is the stronger one and the smaller one, its + +375 +00:23:57,920 --> 00:24:01,100 +idea was sold, its idea was disappeared, simply + +376 +00:24:01,100 --> 00:24:04,460 +because it became one of the assets of the big + +377 +00:24:04,460 --> 00:24:09,160 +strong firm. This is the meaning of acquisition. + +378 +00:24:10,320 --> 00:24:13,540 +So the merger and acquisition approach can + +379 +00:24:13,540 --> 00:24:19,780 +contribute to about 10% of sales or 10% of growth + +380 +00:24:19,780 --> 00:24:23,180 +for an affair. So which one is the strongest? + +381 +00:24:24,080 --> 00:24:26,100 +Maintain our relationship with our existing + +382 +00:24:26,100 --> 00:24:30,080 +customers. And which one is the weakest? Merger + +383 +00:24:30,080 --> 00:24:33,300 +and acquisition. This might be the true or false + +384 +00:24:33,300 --> 00:24:36,060 +or multiple choice question and you know the rest. + +385 +00:24:37,520 --> 00:24:40,380 +Any questions, any comments? Once again, before we + +386 +00:24:40,380 --> 00:24:42,880 +are going to flip this slide, let's focus on this + +387 +00:24:42,880 --> 00:24:47,660 +one. So let's repeat what we talked about before. + +388 +00:24:48,780 --> 00:24:51,000 +Whenever we are going to talk about acquiring new + +389 +00:24:51,000 --> 00:24:53,460 +customers, remember, look at here. + +390 +00:24:58,840 --> 00:25:01,520 +Which we are investing here is greater than what? + +391 +00:25:03,480 --> 00:25:08,090 +Here. So therefore, we are going to put Plus this + +392 +00:25:08,090 --> 00:25:14,190 +one, less time, less cost, and less effort. Here, + +393 +00:25:14,850 --> 00:25:20,050 +the result is unknown, unpredictable. In other + +394 +00:25:20,050 --> 00:25:22,890 +words, God knows if you are going to convince the + +395 +00:25:22,890 --> 00:25:26,310 +customer or not. God knows, in spite of this huge, + +396 +00:25:26,410 --> 00:25:30,330 +big movement of investment. Because of this, this + +397 +00:25:30,330 --> 00:25:32,910 +is considered to be more economical, and also its + +398 +00:25:32,910 --> 00:25:37,400 +results are more predictable. than acquiring new + +399 +00:25:37,400 --> 00:25:40,320 +customers. Any questions, any comments about this? + +400 +00:25:41,260 --> 00:25:43,840 +Any questions, any comments? Okay, let's move on. + +401 +00:25:45,840 --> 00:25:49,000 +So this slide also is providing us with new + +402 +00:25:49,000 --> 00:25:51,560 +information, which we talked about before. Look at + +403 +00:25:51,560 --> 00:25:54,560 +that. Two ways to grow sales. Number one, obtain + +404 +00:25:54,560 --> 00:25:57,060 +new customers. And number two, grow the business + +405 +00:25:57,060 --> 00:25:59,980 +with existing customers. Which one is the best, as + +406 +00:25:59,980 --> 00:26:04,820 +we said? Number two. Number two, which is to + +407 +00:26:04,820 --> 00:26:07,540 +maintain our current relationship with existing + +408 +00:26:07,540 --> 00:26:11,760 +customers. Now, what are the three steps in which + +409 +00:26:11,760 --> 00:26:14,140 +we can generate new accounts? Listen, this is very + +410 +00:26:14,140 --> 00:26:18,020 +important. Generally, if you would like to design + +411 +00:26:18,020 --> 00:26:25,060 +a process by which we can generate + +412 +00:26:25,060 --> 00:26:27,540 +new accounts, we are going to talk about number + +413 +00:26:27,540 --> 00:26:30,540 +one, building. The word building here isn't + +414 +00:26:30,540 --> 00:26:36,110 +related to something called houses or firms or big + +415 +00:26:36,110 --> 00:26:37,930 +companies. We are referring here to something + +416 +00:26:37,930 --> 00:26:43,410 +called? Databases. Exactly, excellent. Databases. + +417 +00:26:44,730 --> 00:26:48,610 +These databases, they are various. A database must + +418 +00:26:48,610 --> 00:26:53,330 +be built including a prospect profile. Somebody is + +419 +00:26:53,330 --> 00:26:54,790 +going to say, what's the meaning of a profile? + +420 +00:26:55,610 --> 00:26:58,810 +Profile means the thing which we have talked about + +421 +00:26:58,810 --> 00:27:02,530 +between Hanin and Walaa before a while. each + +422 +00:27:02,530 --> 00:27:06,590 +account each customer has a personal profile this + +423 +00:27:06,590 --> 00:27:08,630 +personal profile is going to provide us with + +424 +00:27:08,630 --> 00:27:13,430 +detailed information about him or her their names + +425 +00:27:13,430 --> 00:27:18,510 +addresses cell phones and listen and estimated + +426 +00:27:18,510 --> 00:27:24,570 +wealth or estimated investment wallet somebody's + +427 +00:27:24,570 --> 00:27:29,530 +going to say but nobody can dare and announce his + +428 +00:27:29,530 --> 00:27:33,790 +wealth we know that But remember, the sales agency + +429 +00:27:33,790 --> 00:27:37,930 +has indicators about the financial capacity of + +430 +00:27:37,930 --> 00:27:42,790 +each customer. Clear? So according to this + +431 +00:27:42,790 --> 00:27:45,130 +prospect profile, we are going to classify them. + +432 +00:27:45,630 --> 00:27:47,590 +Step number two, we must build something called + +433 +00:27:47,590 --> 00:27:50,910 +prospect list. This list will be divided into two + +434 +00:27:50,910 --> 00:27:53,570 +parts, which one qualified and the second one + +435 +00:27:53,570 --> 00:27:54,230 +unqualified. + +436 +00:27:59,530 --> 00:28:02,870 +So the qualified is going to be the prospect who + +437 +00:28:02,870 --> 00:28:06,630 +has a financial capacity to buy our product. With + +438 +00:28:06,630 --> 00:28:09,830 +unqualified, it refers to the customers who does + +439 +00:28:09,830 --> 00:28:13,370 +not or who do not have a financial capacity to buy + +440 +00:28:13,370 --> 00:28:17,870 +our own product. So all these three steps they are + +441 +00:28:17,870 --> 00:28:22,450 +very important to create or to generate new + +442 +00:28:22,450 --> 00:28:26,590 +accounts or customers for our firm. if you are + +443 +00:28:26,590 --> 00:28:30,530 +going to examine or analyze them all of them they + +444 +00:28:30,530 --> 00:28:35,350 +are summarized with one word which is knowledge + +445 +00:28:35,350 --> 00:28:42,190 +based on this word exactly excellent because of + +446 +00:28:42,190 --> 00:28:45,110 +this we are saying information is power or + +447 +00:28:45,110 --> 00:28:50,510 +knowledge is power knowledge is power any question + +448 +00:28:50,510 --> 00:28:53,910 +any comments about this any question any comments + +449 +00:28:55,290 --> 00:28:58,310 +Listen here. Now, next time, I'm not going to + +450 +00:28:58,310 --> 00:29:03,790 +explain. Next time, we would like to nominate some + +451 +00:29:03,790 --> 00:29:06,630 +of you to be our teachers. And they are going to + +452 +00:29:06,630 --> 00:29:09,550 +explain to us the content of this slide. Who would + +453 +00:29:09,550 --> 00:29:12,590 +like to be our teacher next time? Iman, this slide + +454 +00:29:12,590 --> 00:29:17,350 +is for you, Iman. Please mark it down so that we + +455 +00:29:17,350 --> 00:29:19,710 +are not going to be confused. We need another + +456 +00:29:19,710 --> 00:29:23,640 +teacher for this. Who would like to be our + +457 +00:29:23,640 --> 00:29:26,580 +teacher? For the second slide, go on. What's her + +458 +00:29:26,580 --> 00:29:32,020 +name? Huda. Slide, write it down, Huda. A third + +459 +00:29:32,020 --> 00:29:38,790 +one, Farah. A fourth one. Isra, Isra you are going + +460 +00:29:38,790 --> 00:29:43,030 +to be our teacher but listen Isra this slide it + +461 +00:29:43,030 --> 00:29:45,710 +has other explanation of the coming slides for + +462 +00:29:45,710 --> 00:29:47,990 +example this is a direct mail if you are going to + +463 +00:29:47,990 --> 00:29:50,790 +flip down this is explaining the direct mail oh + +464 +00:29:50,790 --> 00:29:52,790 +don't be afraid I'm going to help you as much as + +465 +00:29:52,790 --> 00:29:58,630 +you can or as much as I can your slide Farah I + +466 +00:29:58,630 --> 00:30:03,060 +think this one this one So we are talking about + +467 +00:30:03,060 --> 00:30:05,560 +four teachers who are going to teach us the + +468 +00:30:05,560 --> 00:30:08,320 +content of the coming class. Any questions? Any + +469 +00:30:08,320 --> 00:30:11,780 +comments? Any questions or comments? Listen, + +470 +00:30:12,500 --> 00:30:14,320 +before we are going to conclude, remember + +471 +00:30:14,320 --> 00:30:18,080 +something very important. The content of the + +472 +00:30:18,080 --> 00:30:19,980 +PowerPoint slides which you are watching or which + +473 +00:30:19,980 --> 00:30:21,980 +we are using in the class, it is in Holy Quran. + +474 +00:30:23,220 --> 00:30:26,140 +You are the boss, you are the teacher, do whatever + +475 +00:30:26,140 --> 00:30:30,280 +you would like to do. But we are asking you kindly + +476 +00:30:30,280 --> 00:30:34,100 +to provide us a full message. In other words, we + +477 +00:30:34,100 --> 00:30:36,040 +would like to understand from what you are talking + +478 +00:30:36,040 --> 00:30:40,060 +about. What's your points? Therefore organize them + +479 +00:30:40,060 --> 00:30:44,630 +in a very smooth, easy way. If you would like to + +480 +00:30:44,630 --> 00:30:46,990 +make verbal presentation, that's fine. If you + +481 +00:30:46,990 --> 00:30:48,850 +would like to make extra verbal presentation, + +482 +00:30:49,050 --> 00:30:52,430 +that's fine. All the time remember to use examples + +483 +00:30:52,430 --> 00:30:56,250 +because examples as we said it is a very + +484 +00:30:56,250 --> 00:30:58,810 +productive aids by which we are going to enrich + +485 +00:30:58,810 --> 00:31:04,170 +our understanding. Any question or comments? See + +486 +00:31:04,170 --> 00:31:04,650 +you next time. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..5dfb09726a86db44c445884ea6cd564ff9d357ac --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4352, "start": 21.16, "end": 43.52, "text": " Okay, good morning. Today we are going to talk about the three types of sales. I mean relationship of sales. Generally we are talking about three major types. These types they are very essential and vital. 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This is the definition of sales force program decisions. Clear? I think it's easy. 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Let's underline the word strategy. Whenever we are going to talk about the word strategy, this means we are talking about long-term goals or long-term plans. 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Are we talking about short term relationship? Or are we talking about long term relationship? 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So all these three types, they must be identified by the strategy. By the strategy. Now, so a firm's account relationship strategy refers to the type of relationship. 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It refers to the firm. The firm intends to develop or establish with its own customers. Therefore, why is it or why it is important? What implication does it have on the Salesforce program? 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The same thing with what? With the customer. If you are talking about investment at this rate, this means it is a very limited or cheap investment. But it is over there, this means we are talking about expensive process of investment done by customer. Clear? Now let's begin with the first thing. 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Be careful now. Listen. Imagine we are going to have ice cream farm. In this case, the ice cream is selling a product. What is the name of the product? Ice cream. Listen. The farm is going to begin its own sales.", "tokens": [1018, 321, 848, 11, 2171, 321, 393, 15802, 46688, 1966, 365, 5164, 13, 879, 5026, 586, 13, 7501, 13, 11739, 321, 366, 516, 281, 362, 4435, 4689, 5421, 13, 682, 341, 1389, 11, 264, 4435, 4689, 307, 6511, 257, 1674, 13, 708, 307, 264, 1315, 295, 264, 1674, 30, 15332, 4689, 13, 7501, 13, 440, 5421, 307, 516, 281, 1841, 1080, 1065, 5763, 13], "avg_logprob": -0.19278846153846155, "compression_ratio": 1.5921787709497206, "no_speech_prob": 0.0, "words": [{"start": 311.53, "end": 311.85, "word": " As", "probability": 0.529296875}, {"start": 311.85, "end": 311.99, "word": " we", "probability": 0.923828125}, {"start": 311.99, "end": 312.23, "word": " said,", "probability": 0.91748046875}, {"start": 312.41, "end": 312.71, "word": " sometimes", "probability": 0.90380859375}, {"start": 312.71, "end": 312.93, "word": " we", "probability": 0.900390625}, {"start": 312.93, "end": 313.11, "word": " can", "probability": 0.92724609375}, {"start": 313.11, "end": 313.53, "word": " substitute", "probability": 0.8232421875}, {"start": 313.53, "end": 314.21, "word": " transactional", "probability": 0.6651611328125}, {"start": 314.21, "end": 314.55, "word": " with", "probability": 0.87109375}, {"start": 314.55, "end": 315.73, "word": " traditional.", "probability": 0.72314453125}, {"start": 316.71, "end": 316.97, "word": " Be", "probability": 0.65869140625}, {"start": 316.97, "end": 317.33, "word": " careful", "probability": 0.9521484375}, {"start": 317.33, "end": 317.71, "word": " now.", "probability": 0.88134765625}, {"start": 318.25, "end": 318.57, "word": " Listen.", "probability": 0.402099609375}, {"start": 319.45, "end": 319.95, "word": " Imagine", "probability": 0.8662109375}, {"start": 319.95, "end": 320.15, "word": " we", "probability": 0.84375}, {"start": 320.15, "end": 320.25, "word": " are", "probability": 0.828125}, {"start": 320.25, "end": 320.45, "word": " going", "probability": 0.94287109375}, {"start": 320.45, "end": 320.59, "word": " to", "probability": 0.97021484375}, {"start": 320.59, "end": 320.87, "word": " have", "probability": 0.93310546875}, {"start": 320.87, "end": 321.15, "word": " ice", "probability": 0.48388671875}, {"start": 321.15, "end": 321.59, "word": " cream", "probability": 0.8779296875}, {"start": 321.59, "end": 324.09, "word": " farm.", "probability": 0.59521484375}, {"start": 326.09, "end": 326.45, "word": " In", "probability": 0.95458984375}, {"start": 326.45, "end": 326.67, "word": " this", "probability": 0.94140625}, {"start": 326.67, "end": 327.11, "word": " case,", "probability": 0.9140625}, {"start": 327.39, "end": 327.53, "word": " the", "probability": 0.91064453125}, {"start": 327.53, "end": 327.75, "word": " ice", "probability": 0.9384765625}, {"start": 327.75, "end": 328.09, "word": " cream", "probability": 0.9521484375}, {"start": 328.09, "end": 329.11, "word": " is", "probability": 0.93896484375}, {"start": 329.11, "end": 329.53, "word": " selling", "probability": 0.818359375}, {"start": 329.53, "end": 329.83, "word": " a", "probability": 0.9814453125}, {"start": 329.83, "end": 330.29, "word": " product.", "probability": 0.916015625}, {"start": 330.65, "end": 330.77, "word": " What", "probability": 0.83837890625}, {"start": 330.77, "end": 330.89, "word": " is", "probability": 0.91064453125}, {"start": 330.89, "end": 330.99, "word": " the", "probability": 0.9130859375}, {"start": 330.99, "end": 331.09, "word": " name", "probability": 0.888671875}, {"start": 331.09, "end": 331.19, "word": " of", "probability": 0.96875}, {"start": 331.19, "end": 331.27, "word": " the", "probability": 0.88623046875}, {"start": 331.27, "end": 331.65, "word": " product?", "probability": 0.90966796875}, {"start": 331.83, "end": 332.05, "word": " Ice", "probability": 0.876953125}, {"start": 332.05, "end": 332.27, "word": " cream.", "probability": 0.8369140625}, {"start": 334.15, "end": 334.71, "word": " Listen.", "probability": 0.70458984375}, {"start": 335.29, "end": 335.53, "word": " The", "probability": 0.8837890625}, {"start": 335.53, "end": 335.91, "word": " farm", "probability": 0.9306640625}, {"start": 335.91, "end": 336.63, "word": " is", "probability": 0.943359375}, {"start": 336.63, "end": 336.87, "word": " going", "probability": 0.94384765625}, {"start": 336.87, "end": 337.05, "word": " to", "probability": 0.9697265625}, {"start": 337.05, "end": 337.31, "word": " begin", "probability": 0.85693359375}, {"start": 337.31, "end": 337.53, "word": " its", "probability": 0.85009765625}, {"start": 337.53, "end": 337.79, "word": " own", "probability": 0.91259765625}, {"start": 337.79, "end": 338.17, "word": " sales.", "probability": 0.8583984375}], "temperature": 1.0}, {"id": 13, "seek": 36556, "start": 340.94, "end": 365.56, "text": " with many of customers. Those customers might be supermarkets, groceries, small shops, etc. Now listen, if you are going to ask, what is the type of the relationship", "tokens": [365, 867, 295, 4581, 13, 3950, 4581, 1062, 312, 1687, 48850, 11, 31391, 11, 1359, 14457, 11, 5183, 13, 823, 2140, 11, 498, 291, 366, 516, 281, 1029, 11, 437, 307, 264, 2010, 295, 264, 2480], "avg_logprob": -0.23205237130861026, "compression_ratio": 1.3495934959349594, "no_speech_prob": 0.0, "words": [{"start": 340.94, "end": 341.22, "word": " with", "probability": 0.62060546875}, {"start": 341.22, "end": 341.5, "word": " many", "probability": 0.84130859375}, {"start": 341.5, "end": 341.66, "word": " of", "probability": 0.8125}, {"start": 341.66, "end": 342.2, "word": " customers.", "probability": 0.7255859375}, {"start": 344.54, "end": 344.8, "word": " Those", "probability": 0.82861328125}, {"start": 344.8, "end": 345.3, "word": " customers", "probability": 0.8046875}, {"start": 345.3, "end": 345.68, "word": " might", "probability": 0.890625}, {"start": 345.68, "end": 345.96, "word": " be", "probability": 0.9541015625}, {"start": 345.96, "end": 346.8, "word": " supermarkets,", "probability": 0.90625}, {"start": 350.62, "end": 351.42, "word": " groceries,", "probability": 0.7333984375}, {"start": 353.74, "end": 354.14, "word": " small", "probability": 0.86181640625}, {"start": 354.14, "end": 354.56, "word": " shops,", "probability": 0.91650390625}, {"start": 355.38, "end": 357.54, "word": " etc.", "probability": 0.75439453125}, {"start": 359.9, "end": 360.58, "word": " Now", "probability": 0.84765625}, {"start": 360.58, "end": 360.92, "word": " listen,", "probability": 0.66552734375}, {"start": 362.16, "end": 362.4, "word": " if", "probability": 0.859375}, {"start": 362.4, "end": 362.52, "word": " you", "probability": 0.96142578125}, {"start": 362.52, "end": 362.64, "word": " are", "probability": 0.86474609375}, {"start": 362.64, "end": 362.86, "word": " going", "probability": 0.94580078125}, {"start": 362.86, "end": 363.12, "word": " to", "probability": 0.97021484375}, {"start": 363.12, "end": 363.42, "word": " ask,", "probability": 0.9287109375}, {"start": 364.16, "end": 364.36, "word": " what", "probability": 0.4931640625}, {"start": 364.36, "end": 364.54, "word": " is", "probability": 0.92138671875}, {"start": 364.54, "end": 364.7, "word": " the", "probability": 0.90869140625}, {"start": 364.7, "end": 364.94, "word": " type", "probability": 0.73291015625}, {"start": 364.94, "end": 365.08, "word": " of", "probability": 0.97509765625}, {"start": 365.08, "end": 365.2, "word": " the", "probability": 0.51025390625}, {"start": 365.2, "end": 365.56, "word": " relationship", "probability": 0.888671875}], "temperature": 1.0}, {"id": 14, "seek": 39291, "start": 366.59, "end": 392.91, "text": " which is going to connect between this ice cream fair along with the different types of the customers with whom they are dealing with. It is a transactional tradition. What is the meaning of this? It means the management or the manager of the ice cream fair, they do not care about long-term permanent relationship. Why? 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And what did we say about the product sales? We are talking about consumed products. 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Another reason, the customers with whom you are dealing, they are many, too many. Therefore, if one of them is dropped from the list, this isn't going to influence our work. This isn't going to influence our work. This is very important. Okay? So once again, we are talking here about what? Product sales. 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Imagine this customer is studying at the UG.", "tokens": [682, 661, 2283, 11, 264, 5474, 510, 11, 750, 420, 415, 11, 337, 1365, 11, 498, 436, 366, 2647, 11184, 264, 460, 433, 71, 1607, 72, 25180, 11, 337, 988, 436, 366, 516, 281, 808, 633, 786, 1382, 281, 2256, 439, 264, 21226, 3383, 597, 436, 643, 412, 1280, 13, 11739, 341, 5474, 307, 7601, 412, 264, 624, 38, 13], "avg_logprob": -0.22886782396035116, "compression_ratio": 1.5380116959064327, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 474.47, "end": 474.69, "word": " In", "probability": 0.85546875}, {"start": 474.69, "end": 474.89, "word": " other", "probability": 0.9013671875}, {"start": 474.89, "end": 475.31, "word": " words,", "probability": 0.8916015625}, {"start": 476.03, "end": 476.23, "word": " the", "probability": 0.8359375}, {"start": 476.23, "end": 476.71, "word": " customer", "probability": 0.6982421875}, {"start": 476.71, "end": 477.27, "word": " here,", "probability": 0.5244140625}, {"start": 477.73, "end": 477.93, "word": " she", "probability": 0.859375}, {"start": 477.93, "end": 478.15, "word": " or", "probability": 0.95068359375}, {"start": 478.15, "end": 478.45, "word": " he,", "probability": 0.9677734375}, {"start": 479.23, "end": 479.45, "word": " for", "probability": 0.943359375}, {"start": 479.45, "end": 479.87, "word": " example,", "probability": 0.97802734375}, {"start": 480.61, "end": 480.83, "word": " if", "probability": 0.93798828125}, {"start": 480.83, "end": 480.97, "word": " they", "probability": 0.89794921875}, {"start": 480.97, "end": 481.09, "word": " are", "probability": 0.900390625}, {"start": 481.09, "end": 481.61, "word": " living", "probability": 0.89306640625}, {"start": 481.61, "end": 482.45, "word": " nearby", "probability": 0.9267578125}, {"start": 482.45, "end": 483.11, "word": " the", "probability": 0.33544921875}, {"start": 483.11, "end": 483.51, "word": " Gershawi", "probability": 0.522998046875}, {"start": 483.51, "end": 484.07, "word": " supermarket,", "probability": 0.81689453125}, {"start": 485.05, "end": 485.51, "word": " for", "probability": 0.92626953125}, {"start": 485.51, "end": 485.79, "word": " sure", "probability": 0.9248046875}, {"start": 485.79, "end": 485.97, "word": " they", "probability": 0.74951171875}, {"start": 485.97, "end": 486.13, "word": " are", "probability": 0.89794921875}, {"start": 486.13, "end": 486.41, "word": " going", "probability": 0.9462890625}, {"start": 486.41, "end": 486.61, "word": " to", "probability": 0.96728515625}, {"start": 486.61, "end": 486.95, "word": " come", "probability": 0.87890625}, {"start": 486.95, "end": 488.11, "word": " every", "probability": 0.64404296875}, {"start": 488.11, "end": 488.51, "word": " day", "probability": 0.94921875}, {"start": 488.51, "end": 489.31, "word": " trying", "probability": 0.77685546875}, {"start": 489.31, "end": 489.57, "word": " to", "probability": 0.9697265625}, {"start": 489.57, "end": 489.89, "word": " buy", "probability": 0.9248046875}, {"start": 489.89, "end": 490.51, "word": " all", "probability": 0.93701171875}, {"start": 490.51, "end": 490.67, "word": " the", "probability": 0.8818359375}, {"start": 490.67, "end": 491.01, "word": " consumed", "probability": 0.69677734375}, {"start": 491.01, "end": 491.47, "word": " products", "probability": 0.84814453125}, {"start": 491.47, "end": 491.71, "word": " which", "probability": 0.8310546875}, {"start": 491.71, "end": 491.87, "word": " they", "probability": 0.888671875}, {"start": 491.87, "end": 492.09, "word": " need", "probability": 0.93115234375}, {"start": 492.09, "end": 492.29, "word": " at", "probability": 0.9638671875}, {"start": 492.29, "end": 492.51, "word": " home.", "probability": 0.88232421875}, {"start": 493.77, "end": 494.29, "word": " Imagine", "probability": 0.8662109375}, {"start": 494.29, "end": 495.13, "word": " this", "probability": 0.830078125}, {"start": 495.13, "end": 495.59, "word": " customer", "probability": 0.8154296875}, {"start": 495.59, "end": 495.99, "word": " is", "probability": 0.912109375}, {"start": 495.99, "end": 496.43, "word": " studying", "probability": 0.9619140625}, {"start": 496.43, "end": 496.65, "word": " at", "probability": 0.9619140625}, {"start": 496.65, "end": 496.77, "word": " the", "probability": 0.841796875}, {"start": 496.77, "end": 497.13, "word": " UG.", "probability": 0.647216796875}], "temperature": 1.0}, {"id": 19, "seek": 51829, "start": 498.07, "end": 518.29, "text": " While she is in the IOG, she would like to buy ice cream or she would like to buy a pen. 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It's more convenient for me to buy from any supermarket nearby the university rather than to go to the Gishaw supermarket. So once again, so the level here, it's very limited. The level here, it's very limited. 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Any question? Let's go to the second. Go to the second. The second is called consultative relationship. 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So here we are talking about a problem. Then this is reminding us with a second type of sales, which is exactly solution sales. Let's return back to the ice cream factory. 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This manager was complaining, saying, my firm is suffering from shortage of electricity. This is influencing or jeopardizing my work of producing ice cream. 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If you are going to say the solution is generator, then we are not talking about consultative relationship. We are talking about because the product here is exactly.", "tokens": [307, 281, 1565, 19265, 13, 759, 291, 366, 516, 281, 584, 264, 3827, 307, 19265, 11, 550, 321, 366, 406, 1417, 466, 7189, 1166, 2480, 13, 492, 366, 1417, 466, 570, 264, 1674, 510, 307, 2293, 13], "avg_logprob": -0.22018914316829882, "compression_ratio": 1.4765625, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 688.33, "end": 688.63, "word": " is", "probability": 0.292236328125}, {"start": 688.63, "end": 688.77, "word": " to", "probability": 0.916015625}, {"start": 688.77, "end": 688.97, "word": " bring", "probability": 0.92431640625}, {"start": 688.97, "end": 689.43, "word": " generator.", "probability": 0.53173828125}, {"start": 692.51, "end": 693.15, "word": " If", "probability": 0.90625}, {"start": 693.15, "end": 693.25, "word": " you", "probability": 0.92529296875}, {"start": 693.25, "end": 693.37, "word": " are", "probability": 0.73876953125}, {"start": 693.37, "end": 693.57, "word": " going", "probability": 0.9375}, {"start": 693.57, "end": 693.77, "word": " to", "probability": 0.97021484375}, {"start": 693.77, "end": 694.09, "word": " say", "probability": 0.94921875}, {"start": 694.09, "end": 694.59, "word": " the", "probability": 0.669921875}, {"start": 694.59, "end": 694.99, "word": " solution", "probability": 0.94873046875}, {"start": 694.99, "end": 695.19, "word": " is", "probability": 0.94580078125}, {"start": 695.19, "end": 695.57, "word": " generator,", "probability": 0.90673828125}, {"start": 695.77, "end": 696.01, "word": " then", "probability": 0.8525390625}, {"start": 696.01, "end": 696.71, "word": " we", "probability": 0.90576171875}, {"start": 696.71, "end": 696.85, "word": " are", "probability": 0.9267578125}, {"start": 696.85, "end": 697.03, "word": " not", "probability": 0.94287109375}, {"start": 697.03, "end": 697.35, "word": " talking", "probability": 0.85107421875}, {"start": 697.35, "end": 697.63, "word": " about", "probability": 0.91552734375}, {"start": 697.63, "end": 698.15, "word": " consultative", "probability": 0.944580078125}, {"start": 698.15, "end": 698.57, "word": " relationship.", "probability": 0.84912109375}, {"start": 698.89, "end": 698.97, "word": " We", "probability": 0.91015625}, {"start": 698.97, "end": 699.09, "word": " are", "probability": 0.92333984375}, {"start": 699.09, "end": 699.33, "word": " talking", "probability": 0.8583984375}, {"start": 699.33, "end": 699.75, "word": " about", "probability": 0.908203125}, {"start": 699.75, "end": 701.35, "word": " because", "probability": 0.28662109375}, {"start": 701.35, "end": 702.87, "word": " the", "probability": 0.82373046875}, {"start": 702.87, "end": 703.19, "word": " product", "probability": 0.79248046875}, {"start": 703.19, "end": 703.47, "word": " here", "probability": 0.861328125}, {"start": 703.47, "end": 703.83, "word": " is", "probability": 0.9345703125}, {"start": 703.83, "end": 704.93, "word": " exactly.", "probability": 0.59619140625}], "temperature": 1.0}, {"id": 27, "seek": 73244, "start": 706.86, "end": 732.44, "text": " He is going to inform you, I know that the solution is generator. One idiot or stupid person is going to tell you that the only solution is the generator. But I would like to provide me with something called luck. Read. And we didn't say good solution. Bitter solution. If it is bitter, then we are talking about what?", "tokens": [634, 307, 516, 281, 1356, 291, 11, 286, 458, 300, 264, 3827, 307, 19265, 13, 1485, 14270, 420, 6631, 954, 307, 516, 281, 980, 291, 300, 264, 787, 3827, 307, 264, 19265, 13, 583, 286, 576, 411, 281, 2893, 385, 365, 746, 1219, 3668, 13, 17604, 13, 400, 321, 994, 380, 584, 665, 3827, 13, 363, 3904, 3827, 13, 759, 309, 307, 13871, 11, 550, 321, 366, 1417, 466, 437, 30], "avg_logprob": -0.1835937508278423, "compression_ratio": 1.6111111111111112, "no_speech_prob": 0.0, "words": [{"start": 706.86, "end": 707.14, "word": " He", "probability": 0.669921875}, {"start": 707.14, "end": 707.4, "word": " is", "probability": 0.73828125}, {"start": 707.4, "end": 707.82, "word": " going", "probability": 0.92822265625}, {"start": 707.82, "end": 708.36, "word": " to", "probability": 0.96484375}, {"start": 708.36, "end": 708.84, "word": " inform", "probability": 0.77783203125}, {"start": 708.84, "end": 709.16, "word": " you,", "probability": 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The word Betarher means we would like to look for a generator which is having specific specifications which is going to save us too much gas along with too much cost. These two items are interrelated with the goal of the firm of the ice cream which is profit. 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Which type? We are going to look for the type of generator which is going to be efficient and effective. 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But the relationship between them is consultative relationship. This is very important. Very important. Any questions? Any comments about this?", "tokens": [407, 294, 341, 1389, 11, 264, 12147, 7043, 6174, 307, 264, 31909, 11, 293, 264, 4435, 4689, 6174, 510, 307, 264, 5474, 13, 583, 264, 2480, 1296, 552, 307, 7189, 1166, 2480, 13, 639, 307, 588, 1021, 13, 4372, 1021, 13, 2639, 1651, 30, 2639, 3053, 466, 341, 30], "avg_logprob": -0.2620312601327896, "compression_ratio": 1.5838509316770186, "no_speech_prob": 0.0, "words": [{"start": 791.18, "end": 791.46, "word": " So", "probability": 0.7841796875}, {"start": 791.46, "end": 791.62, "word": " in", "probability": 0.74072265625}, {"start": 791.62, "end": 791.82, "word": " this", "probability": 0.9521484375}, {"start": 791.82, "end": 792.24, "word": " case,", "probability": 0.91650390625}, {"start": 792.98, "end": 793.12, "word": " the", "probability": 0.8935546875}, {"start": 793.12, "end": 793.64, "word": " electrical", "probability": 0.79443359375}, {"start": 793.64, "end": 794.32, "word": " engineering", "probability": 0.92822265625}, {"start": 794.32, "end": 794.76, "word": " firm", "probability": 0.876953125}, {"start": 794.76, "end": 795.54, "word": " is", "probability": 0.94091796875}, {"start": 795.54, "end": 795.76, "word": " the", "probability": 0.91259765625}, {"start": 795.76, "end": 796.18, "word": " supplier,", "probability": 0.90234375}, {"start": 797.1, "end": 797.18, "word": " and", "probability": 0.80126953125}, {"start": 797.18, "end": 797.34, "word": " the", "probability": 0.90673828125}, {"start": 797.34, "end": 797.54, "word": " ice", "probability": 0.87255859375}, {"start": 797.54, "end": 797.84, "word": " cream", "probability": 0.90234375}, {"start": 797.84, "end": 798.22, "word": " firm", "probability": 0.447998046875}, {"start": 798.22, "end": 798.52, "word": " here", "probability": 0.61669921875}, {"start": 798.52, "end": 798.92, "word": " is", "probability": 0.93408203125}, {"start": 798.92, "end": 799.72, "word": " the", "probability": 0.86474609375}, {"start": 799.72, "end": 800.06, "word": " customer.", "probability": 0.74267578125}, {"start": 800.82, "end": 801.32, "word": " But", "probability": 0.9228515625}, {"start": 801.32, "end": 801.62, "word": " the", "probability": 0.70458984375}, {"start": 801.62, "end": 802.04, "word": " relationship", "probability": 0.89892578125}, {"start": 802.04, "end": 802.34, "word": " between", "probability": 0.8759765625}, {"start": 802.34, "end": 802.6, "word": " them", "probability": 0.90576171875}, {"start": 802.6, "end": 803.06, "word": " is", "probability": 0.94580078125}, {"start": 803.06, "end": 804.5, "word": " consultative", "probability": 0.8623046875}, {"start": 804.5, "end": 804.96, "word": " relationship.", "probability": 0.6845703125}, {"start": 806.04, "end": 806.3, "word": " This", "probability": 0.880859375}, {"start": 806.3, "end": 806.42, "word": " is", "probability": 0.95068359375}, {"start": 806.42, "end": 806.6, "word": " very", "probability": 0.86474609375}, {"start": 806.6, "end": 807.12, "word": " important.", "probability": 0.8779296875}, {"start": 808.84, "end": 809.16, "word": " Very", "probability": 0.5419921875}, {"start": 809.16, "end": 809.62, "word": " important.", "probability": 0.87548828125}, {"start": 810.9, "end": 811.56, "word": " Any", "probability": 0.8623046875}, {"start": 811.56, "end": 811.92, "word": " questions?", "probability": 0.4638671875}, {"start": 812.1, "end": 812.14, "word": " Any", "probability": 0.83056640625}, {"start": 812.14, "end": 812.4, "word": " comments", "probability": 0.869140625}, {"start": 812.4, "end": 812.64, "word": " about", "probability": 0.86767578125}, {"start": 812.64, "end": 812.88, "word": " this?", "probability": 0.947265625}], "temperature": 1.0}, {"id": 31, "seek": 84214, "start": 818.62, "end": 842.14, "text": " As we said, we know that the quick answer is generator. But if you are going to restrict our thinking of solving our problem by installing any kind of generator, then we are talking here about product sales. Because in this example, the product is the generator itself. 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Clear? Any questions or comments? Be careful because now we are going to give a third example about the same factory to clarify what? The enterprise relationship. 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Now, what is the meaning of this? It means too much. 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If a partner is going to withdraw from this relationship, the enterprise relationship, this is going to weaken the power and the profit of the supplier. Now, look at this example. 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Because by carton we are going to package and by carton we are going to distribute the ice cream product and so on. So can the ice cream function naturally without dependence on this product carton? No. Imagine we are going to have now a carton firm. 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Why? They are partners. If they close their business, we will lose as well. If they increase their sales, we will win as well. 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Stop here. Imagine for example one of the ice cream or the supplier of the carton fair is going to send, listen, a salesperson asking something from the ice cream fair. Imagine this salesperson mispronounced or misspoke.", "tokens": [407, 341, 733, 295, 2480, 307, 1219, 14132, 2480, 13, 5535, 510, 13, 11739, 337, 1365, 472, 295, 264, 4435, 4689, 420, 264, 31909, 295, 264, 5467, 266, 3143, 307, 516, 281, 2845, 11, 2140, 11, 257, 5763, 10813, 3365, 746, 490, 264, 4435, 4689, 3143, 13, 11739, 341, 5763, 10813, 3346, 1424, 266, 37879, 420, 1713, 48776, 13], "avg_logprob": -0.2682291547457377, "compression_ratio": 1.6473988439306357, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1051.26, "end": 1051.56, "word": " So", "probability": 0.78369140625}, {"start": 1051.56, "end": 1051.82, "word": " this", "probability": 0.7978515625}, {"start": 1051.82, "end": 1052.06, "word": " kind", "probability": 0.85693359375}, {"start": 1052.06, "end": 1052.18, "word": " of", "probability": 0.9677734375}, {"start": 1052.18, "end": 1052.56, "word": " relationship", "probability": 0.8837890625}, {"start": 1052.56, "end": 1052.78, "word": " is", "probability": 0.94287109375}, {"start": 1052.78, "end": 1053.54, "word": " called", "probability": 0.90673828125}, {"start": 1053.54, "end": 1054.2, "word": " enterprise", "probability": 0.0601806640625}, {"start": 1054.2, "end": 1054.82, "word": " relationship.", "probability": 0.86962890625}, {"start": 1055.34, "end": 1055.58, "word": " Stop", "probability": 0.59521484375}, {"start": 1055.58, "end": 1055.86, "word": " here.", "probability": 0.428955078125}, {"start": 1057.32, "end": 1057.94, "word": " Imagine", "probability": 0.84423828125}, {"start": 1057.94, "end": 1058.16, "word": " for", "probability": 0.72705078125}, {"start": 1058.16, "end": 1058.66, "word": " example", "probability": 0.9775390625}, {"start": 1058.66, "end": 1059.92, "word": " one", "probability": 0.439697265625}, {"start": 1059.92, "end": 1060.08, "word": " of", "probability": 0.96484375}, {"start": 1060.08, "end": 1060.22, "word": " the", "probability": 0.9267578125}, {"start": 1060.22, "end": 1060.36, "word": " ice", "probability": 0.91748046875}, {"start": 1060.36, "end": 1060.62, "word": " cream", "probability": 0.86376953125}, {"start": 1060.62, "end": 1060.86, "word": " or", "probability": 0.6083984375}, {"start": 1060.86, "end": 1061.2, "word": " the", "probability": 0.59130859375}, {"start": 1061.2, "end": 1061.6, "word": " supplier", "probability": 0.87646484375}, {"start": 1061.6, "end": 1062.6, "word": " of", "probability": 0.927734375}, {"start": 1062.6, "end": 1062.76, "word": " the", "probability": 0.8955078125}, {"start": 1062.76, "end": 1063.06, "word": " carton", "probability": 0.78857421875}, {"start": 1063.06, "end": 1063.32, "word": " fair", "probability": 0.2841796875}, {"start": 1063.32, "end": 1064.0, "word": " is", "probability": 0.8671875}, {"start": 1064.0, "end": 1064.28, "word": " going", "probability": 0.9482421875}, {"start": 1064.28, "end": 1064.46, "word": " to", "probability": 0.96875}, {"start": 1064.46, "end": 1064.78, "word": " send,", "probability": 0.81787109375}, {"start": 1064.98, "end": 1065.18, "word": " listen,", "probability": 0.8583984375}, {"start": 1066.04, "end": 1066.26, "word": " a", "probability": 0.95263671875}, {"start": 1066.26, "end": 1067.02, "word": " salesperson", "probability": 0.865478515625}, {"start": 1067.02, "end": 1069.02, "word": " asking", "probability": 0.7314453125}, {"start": 1069.02, "end": 1069.54, "word": " something", "probability": 0.791015625}, {"start": 1069.54, "end": 1069.82, "word": " from", "probability": 0.8798828125}, {"start": 1069.82, "end": 1069.96, "word": " the", "probability": 0.91650390625}, {"start": 1069.96, "end": 1070.12, "word": " ice", "probability": 0.9267578125}, {"start": 1070.12, "end": 1070.28, "word": " cream", "probability": 0.94677734375}, {"start": 1070.28, "end": 1070.6, "word": " fair.", "probability": 0.5048828125}, {"start": 1071.52, "end": 1072.14, "word": " Imagine", "probability": 0.85888671875}, {"start": 1072.14, "end": 1072.42, "word": " this", "probability": 0.90771484375}, {"start": 1072.42, "end": 1073.12, "word": " salesperson", "probability": 0.938232421875}, {"start": 1073.12, "end": 1074.56, "word": " mispronounced", "probability": 0.9510498046875}, {"start": 1074.56, "end": 1075.76, "word": " or", "probability": 0.93994140625}, {"start": 1075.76, "end": 1076.8, "word": " misspoke.", "probability": 0.8525390625}], "temperature": 1.0}, {"id": 41, "seek": 110047, "start": 1077.91, "end": 1100.47, "text": " I was learning Mrs. Spock. Spock in a very ugly way, Spock in a very bad way. Do you think the manager of the ice fan is going to cut the relationship with the cartoon fan? No. Exactly. So the sales force now according to the enterprise relationship is playing a secondary role rather than a primary role.", "tokens": [286, 390, 2539, 9814, 13, 1738, 1560, 13, 1738, 1560, 294, 257, 588, 12246, 636, 11, 1738, 1560, 294, 257, 588, 1578, 636, 13, 1144, 291, 519, 264, 6598, 295, 264, 4435, 3429, 307, 516, 281, 1723, 264, 2480, 365, 264, 18569, 3429, 30, 883, 13, 7587, 13, 407, 264, 5763, 3464, 586, 4650, 281, 264, 14132, 2480, 307, 2433, 257, 11396, 3090, 2831, 813, 257, 6194, 3090, 13], "avg_logprob": -0.18482142857142858, "compression_ratio": 1.59375, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1077.91, "end": 1078.09, "word": " I", "probability": 0.137939453125}, {"start": 1078.09, "end": 1078.17, "word": " was", "probability": 0.880859375}, {"start": 1078.17, "end": 1078.29, "word": " learning", "probability": 0.87158203125}, {"start": 1078.29, "end": 1078.57, "word": " Mrs.", "probability": 0.6298828125}, {"start": 1078.63, "end": 1078.89, "word": " 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Because each partner is looking at the bigger picture or the bigger image, which is the mutual value, the mutual partnership. If your partner is winning, you are winning as well. If your partner is losing, you are losing as well. This is very important. Very important. Let's summarize what we have explained now. 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Let's begin with the first type of relationship which is transactional relationship. So transactional relationship is a relationship based on the need for a product. Because of this, we said this kind of relationship is referring to product sales of acceptable quality, of course, along with competitively priced.", "tokens": [639, 307, 257, 9977, 10835, 337, 437, 321, 362, 445, 2825, 466, 13, 961, 311, 1841, 365, 264, 700, 2010, 295, 2480, 597, 307, 46688, 1966, 2480, 13, 407, 46688, 1966, 2480, 307, 257, 2480, 2361, 322, 264, 643, 337, 257, 1674, 13, 1436, 295, 341, 11, 321, 848, 341, 733, 295, 2480, 307, 13761, 281, 1674, 5763, 295, 15513, 3125, 11, 295, 1164, 11, 2051, 365, 10043, 356, 30349, 13], "avg_logprob": -0.1623263934420215, "compression_ratio": 1.7285067873303168, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1128.9, "end": 1129.2, "word": " This", "probability": 0.86865234375}, {"start": 1129.2, "end": 1129.5, "word": " is", "probability": 0.94287109375}, {"start": 1129.5, "end": 1130.42, "word": " a", "probability": 0.9599609375}, {"start": 1130.42, "end": 1130.76, "word": " narrative", "probability": 0.8984375}, 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Because of this, what did we say? The customer isn't ready to go to the Gashawy supermarket and to buy the product from there. They are going to look from or for any nearby supermarket and they are going to buy their consumed product from there. Why? Because the buyer is looking for her own convenience, for her own comfort. Okay?", "tokens": [682, 4500, 11, 257, 1399, 293, 2480, 10851, 337, 264, 24645, 13, 1436, 295, 341, 11, 437, 630, 321, 584, 30, 440, 5474, 1943, 380, 1919, 281, 352, 281, 264, 460, 1299, 41961, 25180, 293, 281, 2256, 264, 1674, 490, 456, 13, 814, 366, 516, 281, 574, 490, 420, 337, 604, 11184, 25180, 293, 436, 366, 516, 281, 2256, 641, 21226, 1674, 490, 456, 13, 1545, 30, 1436, 264, 24645, 307, 1237, 337, 720, 1065, 19283, 11, 337, 720, 1065, 3400, 13, 1033, 30], "avg_logprob": -0.21029411063474768, "compression_ratio": 1.7927927927927927, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1155.23, "end": 1155.49, "word": " In", "probability": 0.70947265625}, {"start": 1155.49, "end": 1155.91, "word": " addition,", "probability": 0.939453125}, {"start": 1156.41, "end": 1156.57, "word": " a", "probability": 0.90771484375}, {"start": 1156.57, "end": 1156.99, "word": " process", "probability": 0.95263671875}, {"start": 1156.99, "end": 1157.29, "word": " and", "probability": 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All the time they are thinking, I have never bought anything from someone I didn't like. This is according to what? Transaction relationship. Gina, whenever I'm going to enter a supermarket or grocery, if I'm going to look at the seller and I'm not going to speak with him or her if I didn't like his appearance, I'm not going to sell. 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Let's go to the second one. The second one is called consultative relationship. 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When the example when we said when we used to have a problem, we were not looking for a generator.", "tokens": [32059, 2142, 390, 2361, 322, 264, 5474, 311, 15107, 293, 25069, 281, 1689, 337, 5763, 6484, 300, 1884, 257, 777, 2158, 293, 6417, 4497, 5311, 2380, 264, 1674, 2564, 13, 1133, 264, 1365, 562, 321, 848, 562, 321, 1143, 281, 362, 257, 1154, 11, 321, 645, 406, 1237, 337, 257, 19265, 13], "avg_logprob": -0.25324291103291063, "compression_ratio": 1.4840425531914894, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 1236.3899999999999, "end": 1237.03, "word": " Industrial", "probability": 0.461181640625}, {"start": 1237.03, "end": 1237.67, "word": " market", "probability": 0.6689453125}, {"start": 1237.67, "end": 1238.39, "word": " was", "probability": 0.295166015625}, {"start": 1238.39, "end": 1238.75, "word": " based", "probability": 0.92724609375}, {"start": 1238.75, "end": 1238.95, "word": " on", "probability": 0.947265625}, {"start": 1238.95, "end": 1239.07, "word": " the", "probability": 0.76123046875}, {"start": 1239.07, "end": 1239.65, "word": " customer's", "probability": 0.643798828125}, {"start": 1239.65, "end": 1240.25, "word": " demands", "probability": 0.6669921875}, {"start": 1240.25, "end": 1241.15, "word": " and", "probability": 0.91162109375}, {"start": 1241.15, "end": 1241.61, "word": " willingness", "probability": 0.91259765625}, {"start": 1241.61, "end": 1242.31, "word": " to", "probability": 0.96923828125}, {"start": 1242.31, "end": 1242.53, "word": " pay", "probability": 0.93359375}, {"start": 1242.53, "end": 1242.83, "word": " for", "probability": 0.94580078125}, {"start": 1242.83, "end": 1243.05, "word": " sales", "probability": 0.89697265625}, {"start": 1243.05, "end": 1243.43, "word": " efforts", "probability": 0.7373046875}, {"start": 1243.43, "end": 1244.27, "word": " that", "probability": 0.6259765625}, {"start": 1244.27, "end": 1244.71, "word": " create", "probability": 0.5908203125}, {"start": 1244.71, "end": 1244.91, "word": " a", "probability": 0.89306640625}, {"start": 1244.91, "end": 1245.09, "word": " new", "probability": 0.90380859375}, {"start": 1245.09, "end": 1245.47, "word": " value", "probability": 0.97509765625}, {"start": 1245.47, "end": 1245.67, "word": " and", "probability": 0.92822265625}, {"start": 1245.67, "end": 1246.17, "word": " provides", "probability": 0.472412109375}, {"start": 1246.17, "end": 1246.59, "word": " additional", "probability": 0.8984375}, {"start": 1246.59, "end": 1247.03, "word": " benefits", "probability": 0.84375}, {"start": 1247.03, "end": 1247.93, "word": " outside", "probability": 0.8115234375}, {"start": 1247.93, "end": 1248.29, "word": " the", "probability": 0.83740234375}, {"start": 1248.29, "end": 1248.63, "word": " product", "probability": 0.89697265625}, {"start": 1248.63, "end": 1249.07, "word": " itself.", "probability": 0.7744140625}, {"start": 1250.07, "end": 1250.31, "word": " When", "probability": 0.35107421875}, {"start": 1250.31, "end": 1250.45, "word": " the", "probability": 0.5400390625}, {"start": 1250.45, "end": 1250.91, "word": " example", "probability": 0.97998046875}, {"start": 1250.91, "end": 1251.75, "word": " when", "probability": 0.5146484375}, {"start": 1251.75, "end": 1251.89, "word": " we", "probability": 0.9541015625}, {"start": 1251.89, "end": 1252.19, "word": " said", "probability": 0.8828125}, {"start": 1252.19, "end": 1252.43, "word": " when", "probability": 0.79541015625}, {"start": 1252.43, "end": 1252.61, "word": " we", "probability": 0.91845703125}, {"start": 1252.61, "end": 1252.85, "word": " used", "probability": 0.69140625}, {"start": 1252.85, "end": 1252.99, "word": " to", "probability": 0.8896484375}, {"start": 1252.99, "end": 1253.11, "word": " have", "probability": 0.9501953125}, {"start": 1253.11, "end": 1253.21, "word": " a", "probability": 0.99072265625}, {"start": 1253.21, "end": 1253.53, "word": " problem,", "probability": 0.880859375}, {"start": 1253.95, "end": 1254.03, "word": " we", "probability": 0.95166015625}, {"start": 1254.03, "end": 1254.15, "word": " were", "probability": 0.8876953125}, {"start": 1254.15, "end": 1254.35, "word": " not", "probability": 0.94580078125}, {"start": 1254.35, "end": 1254.59, "word": " looking", "probability": 0.908203125}, {"start": 1254.59, "end": 1254.81, "word": " for", "probability": 0.95166015625}, {"start": 1254.81, "end": 1254.91, "word": " a", "probability": 0.9775390625}, {"start": 1254.91, "end": 1255.25, "word": " generator.", "probability": 0.97314453125}], "temperature": 1.0}, {"id": 48, "seek": 128380, "start": 1256.56, "end": 1283.8, "text": " We were looking for a type of generator outside the product, its own specifications, its own impact on our work, its own efficiency, its own effectiveness and so on. This is very important. Now, here this relationship of consultatives, it is founded on various principles. Number one, we have to understand customers problem mainly or specifically. 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And finally, advocate on customer's interests. In the example, we were developing and advocating the customer's interest. The customer was the ice cream fan, and their only interest is to increase their own profit by providing them with the most efficient and effective generator. Clear? Now let's go to the third. The third relationship is called enterprise relationship.", "tokens": [2205, 3827, 13, 400, 2721, 11, 14608, 322, 5474, 311, 8847, 13, 682, 264, 1365, 11, 321, 645, 6416, 293, 32050, 264, 5474, 311, 1179, 13, 440, 5474, 390, 264, 4435, 4689, 3429, 11, 293, 641, 787, 1179, 307, 281, 3488, 641, 1065, 7475, 538, 6530, 552, 365, 264, 881, 7148, 293, 4942, 19265, 13, 14993, 30, 823, 718, 311, 352, 281, 264, 2636, 13, 440, 2636, 2480, 307, 1219, 14132, 2480, 13], "avg_logprob": -0.29244087998931473, "compression_ratio": 1.6796536796536796, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1284.46, "end": 1284.84, "word": " Good", "probability": 0.33544921875}, {"start": 1284.84, "end": 1285.38, "word": " solution.", "probability": 0.92333984375}, {"start": 1285.98, "end": 1286.1, "word": " And", "probability": 0.55810546875}, {"start": 1286.1, "end": 1286.58, "word": " finally,", "probability": 0.8583984375}, {"start": 1287.16, "end": 1287.36, "word": " advocate", "probability": 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If our customer will succeed, for sure we will succeed as well. If they fail, we will fail as well.", "tokens": [1992, 364, 14132, 2480, 307, 472, 294, 597, 264, 6194, 2445, 307, 281, 13982, 604, 293, 439, 10896, 9769, 11, 10924, 18245, 295, 264, 31909, 294, 1668, 281, 10586, 281, 264, 5474, 311, 10924, 2245, 13, 759, 527, 5474, 486, 7754, 11, 337, 988, 321, 486, 7754, 382, 731, 13, 759, 436, 3061, 11, 321, 486, 3061, 382, 731, 13], "avg_logprob": -0.16380635929889367, "compression_ratio": 1.6827956989247312, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1313.53, "end": 1313.89, "word": "where", "probability": 0.363525390625}, {"start": 1313.89, "end": 1314.61, "word": " an", "probability": 0.8681640625}, {"start": 1314.61, "end": 1315.05, "word": " enterprise", "probability": 0.90869140625}, {"start": 1315.05, "end": 1315.59, "word": " relationship", "probability": 0.869140625}, {"start": 1315.59, "end": 1315.91, "word": " is", "probability": 0.9501953125}, {"start": 1315.91, "end": 1316.13, "word": " one", "probability": 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So these are founded on various principles. Some of these principles, product and sales force are secondary. This is reminding us with this person who exactly if he misspoke or something like that, this means we are not going to pay attention to him. Our interest or focus is on strategic partnership. This person is a miner.", "tokens": [407, 613, 366, 13234, 322, 3683, 9156, 13, 2188, 295, 613, 9156, 11, 1674, 293, 5763, 3464, 366, 11396, 13, 639, 307, 27639, 505, 365, 341, 954, 567, 2293, 498, 415, 1713, 48776, 420, 746, 411, 300, 11, 341, 1355, 321, 366, 406, 516, 281, 1689, 3202, 281, 796, 13, 2621, 1179, 420, 1879, 307, 322, 10924, 9982, 13, 639, 954, 307, 257, 18746, 13], "avg_logprob": -0.20774147727272727, "compression_ratio": 1.5902439024390245, "no_speech_prob": 0.0, "words": [{"start": 1338.52, "end": 1338.86, "word": " So", "probability": 0.7373046875}, {"start": 1338.86, "end": 1339.24, "word": " these", "probability": 0.7119140625}, {"start": 1339.24, "end": 1339.52, "word": " are", "probability": 0.880859375}, {"start": 1339.52, "end": 1339.98, "word": " founded", "probability": 0.884765625}, {"start": 1339.98, "end": 1340.2, "word": " on", "probability": 0.93896484375}, {"start": 1340.2, "end": 1340.54, "word": " various", "probability": 0.92041015625}, {"start": 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Any question? Any comments about this? I think it's easy. Move on. Now, before our final station in this class, let's ask ourselves this simple question. Imagine you are going or we are going to hire you as a sales manager in our firm. 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You are requested or you are asked to design a sales force program. Tell us briefly, what are the major steps which you are going to do to create a complete sales force program? Input, process and output. Excellent. 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We have to identify marketing objectives of our firm. We have to identify a strategy implementation program. This is considered to be step number one. Later on, what we are going to do? We said we must create something called account relationship strategy. 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Are we talking about transactional? Are we talking about enterprise? Or are we talking about consultative? Third, we would like to identify desired selling actions and behavior. What is acceptable and what is unacceptable? 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Why? Because this program is going to develop and train and orient all our staff members. Okay? Finally, we would like to identify our leadership system. In other words, we must stand together and agree on a leader. Who is our leader? 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A Salesforce program. Are we talking here now about independent isolated processes? No. We are talking about something called feedback. This feedback is important. Why? Because we would like to be sure if we are doing a right work or wrong work. 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The feedback is going to be taken from the staff member in comparison with two kinds of estimates. Estimate number one of sales potential and sales forecast. Estimate number two estimates of sales force size and budget. 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This means, did we do a right job or a bad job? A bad job. Because we are talking about failure with 10%. In this case, we are going to review what we have been doing throughout the previous year and we have to put our hand on the weakest link, the weakest process to fix it in the coming year and so on. Any question? Any comments about this?", "tokens": [400, 1780, 322, 11, 934, 341, 1064, 4335, 11, 527, 5763, 390, 5285, 6856, 639, 1355, 11, 630, 321, 360, 257, 558, 1691, 420, 257, 1578, 1691, 30, 316, 1578, 1691, 13, 1436, 321, 366, 1417, 466, 7763, 365, 1266, 6856, 682, 341, 1389, 11, 321, 366, 516, 281, 3131, 437, 321, 362, 668, 884, 3710, 264, 3894, 1064, 293, 321, 362, 281, 829, 527, 1011, 322, 264, 44001, 2113, 11, 264, 44001, 1399, 281, 3191, 309, 294, 264, 1348, 1064, 293, 370, 322, 13, 2639, 1168, 30, 2639, 3053, 466, 341, 30], "avg_logprob": -0.1785239428281784, "compression_ratio": 1.6584362139917694, "no_speech_prob": 0.0, "words": [{"start": 1580.48, "end": 1580.74, "word": " And", "probability": 0.423828125}, {"start": 1580.74, "end": 1580.96, "word": " later", "probability": 0.796875}, {"start": 1580.96, "end": 1581.22, "word": " on,", "probability": 0.85107421875}, {"start": 1581.28, "end": 1581.52, "word": " after", "probability": 0.82568359375}, {"start": 1581.52, "end": 1581.78, 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This is very important. Generally, if we would like to make a quick comparison between these two types of relationship, we have to focus first on something called past. What is the meaning of this? 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Once again, we are talking about narrow relationships, we are talking about consumed products, and we are talking about big number of customers and at the same time big number of suppliers. So if they are satisfied, that's fine. If they are not satisfied, also this is fine. Life goes on. But this scenario is in the same with the enterprise relationship. 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considered to be the base for creating the future strategic partnership with this customer. If the bust is clean and cooperative, the strategy and partnership will be achieved. But if the bust is bad and dirty and full of tension, we cannot create strategic relationships. Clear? 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This is considered to be no responsibility for the supplier. Somebody is going to wonder, why the supplier isn't going to be too attentive for the supplier's profit margin? 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Is it everything? No. Can we resolve other things beyond the contract? Yes. Why? Because of this. Exactly. We are talking about strategic relationship. This strategic relationship is founded on trust, on loyalty, on cooperation and positive sum gain. 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In other words, we are not so interested in achieving a profit for our customer or not. We do not care about this. What we care is to implement and execute the contract fully. 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Any questions or comments about today's class? Now, let's summarize. So in this class, we talked in a very detailed way about the three types of sales. Inshallah, next Saturday, we are going to begin talking about chapter number three. Done? Done. 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Now listen, last time I think + +2 +00:00:26,430 --> 00:00:31,410 +we were talking about the five kinds or types of + +3 +00:00:31,410 --> 00:00:34,470 +members who are involved in something called + +4 +00:00:34,470 --> 00:00:38,210 +buying center members. Now, the buying center + +5 +00:00:38,210 --> 00:00:42,790 +members, all these members, they have a kind of + +6 +00:00:42,790 --> 00:00:47,370 +influence. A kind of influence on what? On the + +7 +00:00:47,370 --> 00:00:51,940 +buying decision. Sometimes this influence might be + +8 +00:00:51,940 --> 00:00:55,520 +economic. Sometimes this influence might be + +9 +00:00:55,520 --> 00:00:59,340 +technical. Sometimes this influence might belong + +10 +00:00:59,340 --> 00:01:03,060 +to the user. And sometimes this influence might be + +11 +00:01:03,060 --> 00:01:06,120 +related to the advocate. The advocate who is + +12 +00:01:06,120 --> 00:01:10,560 +advocating for taking the decision of buying. So + +13 +00:01:10,560 --> 00:01:13,510 +now we are going to give the chance for Mai. to + +14 +00:01:13,510 --> 00:01:17,930 +talk about those persons who are going to have or + +15 +00:01:17,930 --> 00:01:21,170 +possess something called economic buying + +16 +00:01:21,170 --> 00:01:25,050 +influence. After Mai is going to finish, we hope + +17 +00:01:25,050 --> 00:01:27,210 +she is going to provide us with a tangible + +18 +00:01:27,210 --> 00:01:30,410 +example. If she isn't going to provide us with a + +19 +00:01:30,410 --> 00:01:33,490 +tangible example, me myself I'm going to provide + +20 +00:01:33,490 --> 00:01:38,290 +you with an example which is going to be an + +21 +00:01:38,290 --> 00:01:41,690 +extended one. In other words, we will begin with + +22 +00:01:41,690 --> 00:01:43,930 +this example according to the economic buying + +23 +00:01:43,930 --> 00:01:46,810 +influence, and later on we will talk about the + +24 +00:01:46,810 --> 00:01:50,090 +same example according to the user buying + +25 +00:01:50,090 --> 00:01:52,950 +influence, and later on we will describe it + +26 +00:01:52,950 --> 00:01:56,290 +according or from the perspective of technical + +27 +00:01:56,290 --> 00:01:59,170 +buying influence. We will conclude by the final + +28 +00:01:59,170 --> 00:02:02,970 +one which is the advocacy influence. Okay, go on + +29 +00:02:02,970 --> 00:02:07,060 +Mike. My name is Maya Heshamia. I studied business + +30 +00:02:07,060 --> 00:02:09,780 +commerce in the third level. And now we talk about + +31 +00:02:09,780 --> 00:02:11,820 +the current powers, the current powers of the + +32 +00:02:11,820 --> 00:02:15,820 +person or committee who have the power to give the + +33 +00:02:15,820 --> 00:02:20,520 +final approval. These persons have the rules and + +34 +00:02:20,520 --> 00:02:24,220 +the final approval, gives the final approval + +35 +00:02:24,220 --> 00:02:27,300 +because they know every detail about the process + +36 +00:02:27,300 --> 00:02:31,120 +and the purchasing process. And they can ask why, + +37 +00:02:31,520 --> 00:02:34,380 +that's why if the power depends on the ask once, + +38 +00:02:34,690 --> 00:02:38,410 +First, because they know every detail about the + +39 +00:02:38,410 --> 00:02:44,170 +process of purchasing. Two, this person has the + +40 +00:02:44,170 --> 00:02:46,470 +characteristics. They can access money to make the + +41 +00:02:46,470 --> 00:02:49,930 +purchase, and they can realize this money to pay + +42 +00:02:49,930 --> 00:02:53,550 +what they choose to do, and they have B2 power. B2 + +43 +00:02:53,550 --> 00:02:56,270 +power, they can say no when everyone says yes, and + +44 +00:02:56,270 --> 00:02:59,030 +they can say yes when everyone says no, because + +45 +00:02:59,030 --> 00:03:03,710 +the money is the power for it. This and the + +46 +00:03:03,710 --> 00:03:05,950 +personal focus in the total organization part + +47 +00:03:05,950 --> 00:03:12,230 +establish the priority + +48 +00:03:12,230 --> 00:03:17,850 +program and its considers about the economic + +49 +00:03:17,850 --> 00:03:22,790 +health and the business. These persons are not + +50 +00:03:22,790 --> 00:03:26,710 +focused in the price or in the technology only, + +51 +00:03:26,830 --> 00:03:29,590 +but they focus about the performance on all levels + +52 +00:03:29,590 --> 00:03:32,010 +and focus on the bottom level in the staff + +53 +00:03:32,010 --> 00:03:38,010 +members. The persons is forecasting about the + +54 +00:03:38,010 --> 00:03:40,610 +future. Is it going to benefit me or not? We took + +55 +00:03:40,610 --> 00:03:45,990 +about the example in the Eilat bakery. The + +56 +00:03:45,990 --> 00:03:50,390 +economic buyers can purchase the higher machines. + +57 +00:03:50,560 --> 00:03:54,440 +that can mix in the components, in the mixed + +58 +00:03:54,440 --> 00:03:57,640 +components, and this machine is the most + +59 +00:03:57,640 --> 00:04:01,760 +expensive. This machine can help me to purchase, + +60 +00:04:02,100 --> 00:04:08,220 +to production the product in the low cycles, in + +61 +00:04:08,220 --> 00:04:13,610 +the low production cycles. Now the company, can + +62 +00:04:13,610 --> 00:04:17,270 +take the telecommunications view as the assets, + +63 +00:04:17,470 --> 00:04:20,650 +not in the utilities. When it happened, the + +64 +00:04:20,650 --> 00:04:27,030 +organization came for researching about the market + +65 +00:04:27,030 --> 00:04:31,330 +and the sales, as AT&T company takes the + +66 +00:04:31,330 --> 00:04:34,150 +telecommunications as the assets. Excellent. + +67 +00:04:39,030 --> 00:04:44,100 +Let's go on with what Mai explained to us. We are + +68 +00:04:44,100 --> 00:04:49,600 +going to give now a tangible example. Now, last + +69 +00:04:49,600 --> 00:04:53,640 +week, we received a complaint, me as a head of the + +70 +00:04:53,640 --> 00:04:56,900 +business administration department. This complaint + +71 +00:04:56,900 --> 00:05:00,220 +was raised by the students who are studying a + +72 +00:05:00,220 --> 00:05:02,440 +course which is called Computer and Financial + +73 +00:05:02,440 --> 00:05:02,960 +Analysis. + +74 +00:05:05,560 --> 00:05:10,020 +Why? They were complaining from the labs. Some of + +75 +00:05:10,020 --> 00:05:13,670 +the computers, they are out of orders. And the + +76 +00:05:13,670 --> 00:05:16,210 +majority of the UBSs, they are not working + +77 +00:05:16,210 --> 00:05:22,250 +effectively. So Dr. Walid Daya, who is teaching + +78 +00:05:22,250 --> 00:05:24,110 +this course along with the students who are + +79 +00:05:24,110 --> 00:05:27,510 +studying it, they were saying, if the electricity + +80 +00:05:27,510 --> 00:05:30,890 +is going to be down, none of the students is able + +81 +00:05:30,890 --> 00:05:35,990 +to maintain or save his or her data. So later on, + +82 +00:05:36,090 --> 00:05:39,510 +the students must begin from ground zero. Is this + +83 +00:05:39,510 --> 00:05:41,530 +appropriate method for teaching this course? Of + +84 +00:05:41,530 --> 00:05:46,070 +course not. I received this complaint and I + +85 +00:05:46,070 --> 00:05:52,170 +contacted the two deputy of + +86 +00:05:52,170 --> 00:05:55,650 +the president of the university, the academic + +87 +00:05:55,650 --> 00:06:00,090 +deputy + +88 +00:06:00,090 --> 00:06:06,390 +and + +89 +00:06:06,390 --> 00:06:07,190 +the admin deputy. + +90 +00:06:11,890 --> 00:06:14,210 +Now, the academic deputy and the admin deputy, + +91 +00:06:14,390 --> 00:06:18,810 +both of them, they examined the situation. We were + +92 +00:06:18,810 --> 00:06:23,990 +asking, as a department, that we need to buy new + +93 +00:06:23,990 --> 00:06:30,630 +computers along with new UBSs. + +94 +00:06:33,410 --> 00:06:37,830 +Now, the two deputies, both of them, They are + +95 +00:06:37,830 --> 00:06:40,990 +going to ask why, or both of them are going to ask + +96 +00:06:40,990 --> 00:06:45,250 +why. Why you need to buy a new computer and why + +97 +00:06:45,250 --> 00:06:49,230 +you need to buy a new USB-C? We justified to them, + +98 +00:06:49,610 --> 00:06:51,830 +this is the nature of the course, everything is + +99 +00:06:51,830 --> 00:06:54,130 +operated according to the computers and every + +100 +00:06:54,130 --> 00:06:56,930 +student must have the potential to save his or her + +101 +00:06:56,930 --> 00:07:00,530 +data. So they are asking all the time for what? + +102 +00:07:01,190 --> 00:07:04,510 +For why we need to buy this product or why we need + +103 +00:07:04,510 --> 00:07:09,690 +to get this service? Later on, they were convinced + +104 +00:07:09,690 --> 00:07:12,330 +and because they got convinced, they decided to + +105 +00:07:12,330 --> 00:07:17,290 +give their own final approval. Also, those two + +106 +00:07:17,290 --> 00:07:20,750 +devotees in this example, both of them, they are + +107 +00:07:20,750 --> 00:07:23,610 +possessing or having the economic buying + +108 +00:07:23,610 --> 00:07:27,570 +influence. After they got convinced, they said, we + +109 +00:07:27,570 --> 00:07:29,770 +are going to release the required financial + +110 +00:07:29,770 --> 00:07:33,830 +resources so that we can buy these computers along + +111 +00:07:33,830 --> 00:07:35,250 +with your BSCs. + +112 +00:07:38,290 --> 00:07:42,190 +Clear? Later on, if you are going to look at those + +113 +00:07:42,190 --> 00:07:44,790 +two duties, how they are thinking and what points + +114 +00:07:44,790 --> 00:07:47,410 +they are focusing on, you are going to find that + +115 +00:07:47,410 --> 00:07:49,810 +they are not looking only for the business + +116 +00:07:49,810 --> 00:07:53,030 +administration department or they are not focusing + +117 +00:07:53,030 --> 00:07:55,950 +only on the College of Commerce. They are looking + +118 +00:07:55,950 --> 00:07:58,450 +at AUG as a whole, as a whole organization. + +119 +00:07:59,670 --> 00:08:01,350 +Because this is considered to be a general + +120 +00:08:01,350 --> 00:08:05,050 +performance of the whole organizations which they + +121 +00:08:05,050 --> 00:08:10,300 +are managing or leading. Also, they are going to + +122 +00:08:10,300 --> 00:08:13,980 +refer back to the bottom line, to the persons who + +123 +00:08:13,980 --> 00:08:16,140 +are working or to the technicians who are working + +124 +00:08:16,140 --> 00:08:19,740 +in these labs, to be sure if the justifications + +125 +00:08:19,740 --> 00:08:23,840 +and the information is correct or not correct. + +126 +00:08:25,200 --> 00:08:28,800 +Also, they are not going to look for operational + +127 +00:08:28,800 --> 00:08:33,040 +or tactical purposes. The decision of buying must + +128 +00:08:33,040 --> 00:08:36,350 +have something called a future perspective. In + +129 +00:08:36,350 --> 00:08:40,130 +other words, they are going to approve saying we + +130 +00:08:40,130 --> 00:08:43,230 +would like to buy these computers and these UBSCs + +131 +00:08:43,230 --> 00:08:47,810 +so that students will not suffer in the coming + +132 +00:08:47,810 --> 00:08:50,610 +years while we are studying or while they are + +133 +00:08:50,610 --> 00:08:53,350 +studying the course which is called Computer and + +134 +00:08:53,350 --> 00:08:58,290 +Financial Analysis. So once again let's sum up our + +135 +00:08:58,290 --> 00:09:01,770 +ideas. So both the deputy or the academic deputy + +136 +00:09:01,770 --> 00:09:04,930 +along with the admin deputy both of them they are + +137 +00:09:04,930 --> 00:09:07,710 +possessing or having something called economic + +138 +00:09:07,710 --> 00:09:10,770 +buying influence because they are possessing this + +139 +00:09:10,770 --> 00:09:12,830 +economic buying influence all the time they are + +140 +00:09:12,830 --> 00:09:16,290 +going to ask you why you need to buy this product + +141 +00:09:16,290 --> 00:09:21,700 +or why you need to buy this service So, you as a + +142 +00:09:21,700 --> 00:09:24,900 +requester, you must provide them with a reasonable + +143 +00:09:24,900 --> 00:09:28,980 +justification for this buying. If they got + +144 +00:09:28,980 --> 00:09:31,580 +convinced, they will tell you, we are going to + +145 +00:09:31,580 --> 00:09:34,660 +release the financial resources. Why? Because they + +146 +00:09:34,660 --> 00:09:37,280 +are interested in the overall performance of the + +147 +00:09:37,280 --> 00:09:42,580 +organization. Clear? Clear. Any question about the + +148 +00:09:42,580 --> 00:09:45,300 +economic buying influence? Let's go on with the + +149 +00:09:45,300 --> 00:09:48,530 +second one, which is The user buying the film is + +150 +00:09:48,530 --> 00:09:54,530 +gone. What's your name please? My name is Alaa + +151 +00:09:54,530 --> 00:09:55,550 +Jamal Nashar. + +152 +00:09:57,950 --> 00:10:01,450 +My name is Alaa Jamal Nashar. Commerce faculty. I + +153 +00:10:01,450 --> 00:10:03,030 +specialize in business administration. + +154 +00:10:05,770 --> 00:10:06,350 +Okay. + +155 +00:10:14,750 --> 00:10:19,470 +Gone. My name is Alaa Jamali Nashar. I'm a + +156 +00:10:19,470 --> 00:10:21,750 +commerce faculty. I specialize in business + +157 +00:10:21,750 --> 00:10:24,890 +administration, third level. Okay, I want to talk + +158 +00:10:24,890 --> 00:10:28,310 +about user buying influence. First, I want to + +159 +00:10:28,310 --> 00:10:32,710 +identify the user buyer. The user buyer who has, + +160 +00:10:33,030 --> 00:10:37,530 +who are the ones who will ultimately use whatever + +161 +00:10:37,530 --> 00:10:44,290 +it's offered. The role of user buying is to decide + +162 +00:10:44,290 --> 00:10:49,070 +on how purchases will affect job performance. The + +163 +00:10:49,070 --> 00:10:55,470 +key point here is the job. Because they focus if + +164 +00:10:55,470 --> 00:10:59,130 +user buyer is how to sell will affect their jobs, + +165 +00:11:00,110 --> 00:11:06,870 +their reactions to sell, to sell, to sell proposal + +166 +00:11:06,870 --> 00:11:12,750 +as well as their, as well as their as well as + +167 +00:11:12,750 --> 00:11:18,270 +their predictions about performance tend to be + +168 +00:11:18,270 --> 00:11:23,010 +subjective. That doesn't mean it's irrational or + +169 +00:11:23,010 --> 00:11:28,610 +irrelevant, but because the success of the + +170 +00:11:28,610 --> 00:11:33,050 +personal success hangs on the success of the + +171 +00:11:33,050 --> 00:11:37,530 +products or services. So you put into account the + +172 +00:11:37,530 --> 00:11:41,800 +subject, the subjective, When you sell a product + +173 +00:11:41,800 --> 00:11:42,640 +or service? + +174 +00:11:46,580 --> 00:11:47,540 +Focus. + +175 +00:11:50,960 --> 00:11:56,340 +Here I want to talk that the user buying focus on + +176 +00:11:56,340 --> 00:12:00,400 +the past and the present rather than the future. + +177 +00:12:01,280 --> 00:12:06,720 +And don't ask how will affect on the job, no, but + +178 +00:12:06,720 --> 00:12:13,560 +take into account the current challenges, + +179 +00:12:13,980 --> 00:12:18,240 +the current focuses.For example, I want to give + +180 +00:12:18,240 --> 00:12:24,990 +you example about user buyer I want to talk about + +181 +00:12:24,990 --> 00:12:31,150 +aeroplane sales. I mentioned that the user buyer + +182 +00:12:31,150 --> 00:12:38,370 +are the military personnel, the pilots and their + +183 +00:12:38,370 --> 00:12:44,710 +commanders who would actually operate the planes + +184 +00:12:44,710 --> 00:12:48,950 +because the primary interest of their of their + +185 +00:12:48,950 --> 00:12:54,290 +people to do their job, we call them or we + +186 +00:12:54,290 --> 00:13:00,650 +consider, must consider them as usable by them. So + +187 +00:13:00,650 --> 00:13:04,190 +let's + +188 +00:13:04,190 --> 00:13:07,010 +go on. So the admin deputy and the academic + +189 +00:13:07,010 --> 00:13:09,930 +deputy, both of them they are possessing economic + +190 +00:13:09,930 --> 00:13:12,050 +buying influence. + +191 +00:13:14,610 --> 00:13:17,570 +Later on, we are going to talk about another group + +192 +00:13:17,570 --> 00:13:25,830 +who are possessing user buying influence. The user + +193 +00:13:25,830 --> 00:13:27,930 +buying influence, they are concerned with one + +194 +00:13:27,930 --> 00:13:32,850 +thing, which is how this decision of buying is + +195 +00:13:32,850 --> 00:13:35,130 +going to influence the level of the job + +196 +00:13:35,130 --> 00:13:39,080 +performance. Is it going to contribute to the job + +197 +00:13:39,080 --> 00:13:42,200 +performance positively? Is it going to contribute + +198 +00:13:42,200 --> 00:13:45,800 +to the job performance negatively? This is their + +199 +00:13:45,800 --> 00:13:52,260 +major concern. This is their major concern. So how + +200 +00:13:52,260 --> 00:13:54,440 +they are going or how the purchase or the buying + +201 +00:13:54,440 --> 00:13:59,020 +decision will affect the job performance. Now, the + +202 +00:13:59,020 --> 00:14:02,000 +users, how they are thinking or what are the + +203 +00:14:02,000 --> 00:14:06,150 +characteristics? Their characteristics is just + +204 +00:14:06,150 --> 00:14:09,170 +implementation oriented. When we are saying + +205 +00:14:09,170 --> 00:14:11,890 +implementation, it is equivalent to the word use. + +206 +00:14:12,910 --> 00:14:16,850 +Because they are using the product or the service + +207 +00:14:16,850 --> 00:14:22,270 +which we will buy or purchase. Also, they use or + +208 +00:14:22,270 --> 00:14:24,650 +supervise the use of the product or the service as + +209 +00:14:24,650 --> 00:14:28,750 +we mentioned before. Their focus isn't strategic, + +210 +00:14:28,950 --> 00:14:32,970 +it is tactical, it is operational. When we are + +211 +00:14:32,970 --> 00:14:36,190 +saying tactical or operational, we are referring + +212 +00:14:36,190 --> 00:14:41,610 +to the use which is used daily. Therefore, it + +213 +00:14:41,610 --> 00:14:44,850 +isn't having any relationship with any strategic + +214 +00:14:44,850 --> 00:14:50,110 +purposes. It is focusing on tactical operational + +215 +00:14:50,110 --> 00:14:55,550 +perspective. This is what the focus of the user. + +216 +00:14:56,490 --> 00:15:00,330 +Now, if you are going to look now and ask + +217 +00:15:00,330 --> 00:15:03,750 +ourselves about the second one, which is the user + +218 +00:15:03,750 --> 00:15:07,110 +buying influence. In our example, they are going + +219 +00:15:07,110 --> 00:15:09,890 +to be who? Students. + +220 +00:15:12,410 --> 00:15:19,210 +Excellent. The teacher and the technicians who + +221 +00:15:19,210 --> 00:15:25,470 +might use this lab. So we are talking about what? + +222 +00:15:27,090 --> 00:15:32,310 +three categories of users. And who used to possess + +223 +00:15:32,310 --> 00:15:35,770 +the economic buying influence? The academic and + +224 +00:15:35,770 --> 00:15:42,910 +admin deputies. Clear? Later on, this admin deputy + +225 +00:15:42,910 --> 00:15:45,290 +or the academic deputy, they might ask the teacher + +226 +00:15:45,290 --> 00:15:49,310 +along with the students, was the problem resolved + +227 +00:15:49,310 --> 00:15:56,080 +or not? how the new UBSEs or computers, how did + +228 +00:15:56,080 --> 00:15:58,040 +they contribute to the running and to the + +229 +00:15:58,040 --> 00:16:02,080 +management of the course. Everything was resolved, + +230 +00:16:02,200 --> 00:16:06,220 +everything was okay and so on. And the users, they + +231 +00:16:06,220 --> 00:16:09,000 +are going to give them a precise answer. Why? + +232 +00:16:09,360 --> 00:16:13,520 +Simply because they are deciding if the decision + +233 +00:16:13,520 --> 00:16:17,660 +of buying these new computers and these new UBSEs + +234 +00:16:17,660 --> 00:16:19,860 +was good or not. + +235 +00:16:22,820 --> 00:16:27,080 +So the users are evaluating the use of the consent + +236 +00:16:27,080 --> 00:16:30,380 +of both products or the consent of both selves. + +237 +00:16:31,840 --> 00:16:35,600 +Clear? Any questions or comments? Okay, let's go + +238 +00:16:35,600 --> 00:16:38,380 +on with the third one, which is the technical + +239 +00:16:38,380 --> 00:16:42,430 +buying influence. Good morning. I'm Walaa Murad. + +240 +00:16:42,510 --> 00:16:44,390 +I'm studying Business Administration, Faculty of + +241 +00:16:44,390 --> 00:16:47,970 +Commerce, third level. Now I'm continuing to talk + +242 +00:16:47,970 --> 00:16:51,170 +about the third type of buying influence, + +243 +00:16:51,670 --> 00:16:53,850 +technical buying influence. When we define the + +244 +00:16:53,850 --> 00:16:56,310 +technical buying influence, we can say that this + +245 +00:16:56,310 --> 00:16:59,990 +rule to screening out possible the provider and + +246 +00:16:59,990 --> 00:17:05,870 +suppliers who provide our product and service to + +247 +00:17:05,870 --> 00:17:09,960 +the organization. Those technical buyer, we can + +248 +00:17:09,960 --> 00:17:14,420 +say they act as a gatekeeper. Gatekeeper means + +249 +00:17:14,420 --> 00:17:19,620 +that this person control the access of some + +250 +00:17:19,620 --> 00:17:24,240 +things. Some things is goods and product. We can + +251 +00:17:27,350 --> 00:17:32,890 +these technical buyers focuses on the product and + +252 +00:17:32,890 --> 00:17:37,670 +services itself. And then they make recommendation + +253 +00:17:37,670 --> 00:17:41,710 +based on how its product and services will meet + +254 +00:17:41,710 --> 00:17:46,310 +the variety of objective specification. Then, if + +255 +00:17:46,310 --> 00:17:49,690 +this product and goods meet our needs, the needs + +256 +00:17:49,690 --> 00:17:53,660 +of the organization, we can We can take it or buy + +257 +00:17:53,660 --> 00:17:57,400 +it. If it is not, we can reject it without saying + +258 +00:17:57,400 --> 00:18:01,660 +how, without saying why. So, the role of technical + +259 +00:18:01,660 --> 00:18:04,640 +buying influence is to eliminate alternatives, + +260 +00:18:05,100 --> 00:18:07,440 +eliminate alternatives, the alternatives of goods + +261 +00:18:07,440 --> 00:18:10,960 +and services to recommend, make recommendation of + +262 +00:18:10,960 --> 00:18:14,350 +these goods and services Characteristics is + +263 +00:18:14,350 --> 00:18:19,430 +focuses on quantifiable items. Items of a product + +264 +00:18:19,430 --> 00:18:23,270 +and services, product and goods. Aspects of a + +265 +00:18:23,270 --> 00:18:27,570 +product and service. Gatekeeper, as we say, make + +266 +00:18:27,570 --> 00:18:31,690 +as a gatekeeper to control the product and goods + +267 +00:18:31,690 --> 00:18:39,860 +that we need. Can only say no, not yes. They have + +268 +00:18:39,860 --> 00:18:44,700 +authority to say no, not to say yes. They focus, + +269 +00:18:44,840 --> 00:18:47,160 +as we say, in product specification, the + +270 +00:18:47,160 --> 00:18:49,820 +specification and feature and characteristic of + +271 +00:18:49,820 --> 00:18:53,940 +the product, and ask what, not why. Ask what the + +272 +00:18:53,940 --> 00:18:56,260 +specification, what's the feature, what's the + +273 +00:18:56,260 --> 00:19:00,020 +characteristic of this product, and without asking + +274 +00:19:00,020 --> 00:19:06,610 +why. Okay, we continue at this example. Now, the + +275 +00:19:06,610 --> 00:19:10,410 +provider provides us with the computer and UPS + +276 +00:19:10,410 --> 00:19:14,790 +that we need. Then technical buyer take this + +277 +00:19:14,790 --> 00:19:19,830 +product and make some examination of this product. + +278 +00:19:20,310 --> 00:19:25,410 +They examine. This product will meet the needs and + +279 +00:19:25,410 --> 00:19:29,330 +the specification and the feature that we need if + +280 +00:19:29,330 --> 00:19:33,670 +this product meet... Let's ask precisely. So in + +281 +00:19:33,670 --> 00:19:35,730 +this example, who is going to have the real + +282 +00:19:35,730 --> 00:19:39,670 +technical buying influence? Exactly. Who? The + +283 +00:19:39,670 --> 00:19:44,150 +teacher. The academic and the admin. Do you think + +284 +00:19:44,150 --> 00:19:50,270 +so? Technicians. The technicians. Yes, because we + +285 +00:19:50,270 --> 00:19:52,010 +say... Because all the time remember the + +286 +00:19:52,010 --> 00:19:55,370 +technicians who might be staff members who are + +287 +00:19:55,370 --> 00:19:58,190 +working in the IT in the university, they are + +288 +00:19:58,190 --> 00:20:01,530 +going to have or answer all the required technical + +289 +00:20:01,530 --> 00:20:05,760 +specifications. This is their expertise. This is + +290 +00:20:05,760 --> 00:20:08,760 +their own knowledge. This is their own work. So + +291 +00:20:08,760 --> 00:20:11,940 +they are knowing it better than anybody else. Yes. + +292 +00:20:12,600 --> 00:20:15,860 +Therefore, here, if you are going to write down + +293 +00:20:15,860 --> 00:20:20,500 +TPI, the people who are possessing the technical + +294 +00:20:20,500 --> 00:20:23,680 +planning performance, they are going to be the IT + +295 +00:20:23,680 --> 00:20:26,500 +technicians, the information technology + +296 +00:20:26,500 --> 00:20:29,460 +technicians. Yes. Why? They are going to provide + +297 +00:20:29,460 --> 00:20:30,700 +us with their recommendations. + +298 +00:20:35,420 --> 00:20:39,600 +Or UPS, we should buy and continue buying in the + +299 +00:20:39,600 --> 00:20:44,060 +future. Yes. Is it clear? Yes. Thanks. Thanks a + +300 +00:20:44,060 --> 00:20:44,220 +lot. + +301 +00:20:47,920 --> 00:20:50,260 +So if we would like to continue with what Walaa + +302 +00:20:50,260 --> 00:20:53,280 +had just stated, we are going to write technical + +303 +00:20:53,280 --> 00:20:57,400 +buying influence. In this example, it is going to + +304 +00:20:57,400 --> 00:21:03,160 +be IT. technicians. Somebody is going to ask, why + +305 +00:21:03,160 --> 00:21:06,380 +IT technicians? Because here we are talking about + +306 +00:21:06,380 --> 00:21:08,460 +a product which is called UPS or computer. + +307 +00:21:09,800 --> 00:21:13,080 +Therefore, the persons who are understanding these + +308 +00:21:13,080 --> 00:21:16,790 +specifications, they are the IT technicians. So + +309 +00:21:16,790 --> 00:21:19,350 +the IT technician is going to come to us and he is + +310 +00:21:19,350 --> 00:21:21,130 +going to come to the admin deputy or academic + +311 +00:21:21,130 --> 00:21:24,990 +deputy. They will tell them the domestic market in + +312 +00:21:24,990 --> 00:21:28,190 +Gaza is offering, for example, three types of UPS. + +313 +00:21:28,650 --> 00:21:32,290 +One of them is Korean, a second one is Chinese, a + +314 +00:21:32,290 --> 00:21:34,530 +third one is Japanese. Imagine, this is an + +315 +00:21:34,530 --> 00:21:39,810 +example. So these are what? Alternatives. They + +316 +00:21:39,810 --> 00:21:43,870 +will say the cheapest, the cheapest is, for + +317 +00:21:43,870 --> 00:21:47,930 +example, the Chinese. But they will say the most + +318 +00:21:47,930 --> 00:21:51,130 +dependable and reliable one is the Japanese, + +319 +00:21:51,350 --> 00:21:55,550 +reliable. They will say this reliability of the + +320 +00:21:55,550 --> 00:21:59,090 +Japanese product might sustain, might last for + +321 +00:21:59,090 --> 00:22:03,450 +about three years, but the Chinese might last for + +322 +00:22:03,450 --> 00:22:08,650 +one year. From the feasibility point of view, if + +323 +00:22:08,650 --> 00:22:11,670 +we are going to buy a Chinese one, this means we + +324 +00:22:11,670 --> 00:22:14,650 +have to replace it every single year. Imagine we + +325 +00:22:14,650 --> 00:22:16,810 +are going to replace it three times throughout the + +326 +00:22:16,810 --> 00:22:20,730 +three years, its total cost might be more than the + +327 +00:22:20,730 --> 00:22:24,440 +price of the Japanese UPS. Therefore, they will + +328 +00:22:24,440 --> 00:22:28,740 +say, we are recommending to go on and to buy the + +329 +00:22:28,740 --> 00:22:32,180 +Japanese UPS. So this is their recommendation for + +330 +00:22:32,180 --> 00:22:36,140 +the people who are possessing the veto power, the + +331 +00:22:36,140 --> 00:22:38,180 +people who are possessing the financial resources. + +332 +00:22:38,900 --> 00:22:42,380 +In this example, they are both deputies, the + +333 +00:22:42,380 --> 00:22:47,320 +academic and the admin one. Clear? So they are + +334 +00:22:47,320 --> 00:22:51,000 +just recommending. Because of this, they possess + +335 +00:22:51,000 --> 00:22:54,680 +the answer to say no, but they cannot say yes. + +336 +00:22:55,400 --> 00:22:59,140 +Because the yes or the final yes isn't for them. + +337 +00:22:59,560 --> 00:23:02,140 +It is for the economic buying influence. + +338 +00:23:02,360 --> 00:23:08,020 +Excellent. But sometimes they can say no. Why? If + +339 +00:23:08,020 --> 00:23:10,700 +the economic buying influence, the people who are + +340 +00:23:10,700 --> 00:23:13,560 +having the actual decision of buying or not + +341 +00:23:13,560 --> 00:23:17,260 +buying, if they are about to take inappropriate, a + +342 +00:23:17,260 --> 00:23:21,040 +bad decision of buying, they will say, hold on. + +343 +00:23:22,580 --> 00:23:26,100 +They will say no. The economic buying influence is + +344 +00:23:26,100 --> 00:23:29,660 +going to ask them once again, why? It will tell + +345 +00:23:29,660 --> 00:23:33,420 +them because of the following reasons. But they do + +346 +00:23:33,420 --> 00:23:37,280 +not have a final word to implement the final + +347 +00:23:37,280 --> 00:23:41,820 +decision of buying. Because of this, their focus, + +348 +00:23:42,000 --> 00:23:44,020 +the technician, all the time they are going to ask + +349 +00:23:44,020 --> 00:23:50,160 +what? What? What? What exactly? The specifications + +350 +00:23:50,160 --> 00:23:54,980 +which we are looking for in this product or in + +351 +00:23:54,980 --> 00:23:58,040 +this service. Because of this, they are answering + +352 +00:23:58,040 --> 00:24:01,720 +the question of what, not why. The why belongs to + +353 +00:24:01,720 --> 00:24:04,260 +the first group, which is economic buying + +354 +00:24:04,260 --> 00:24:08,340 +opportunities. Clear? Any question or comments + +355 +00:24:08,340 --> 00:24:14,140 +about this? Clear? Go on. Let's begin now talking + +356 +00:24:14,140 --> 00:24:18,240 +about the final group. Who are the advocates? Go + +357 +00:24:18,240 --> 00:24:21,080 +on. My name is Amna Bouamara. I'm studying in + +358 +00:24:21,080 --> 00:24:23,360 +Faculty of Commerce, Department of Business + +359 +00:24:23,360 --> 00:24:27,060 +Administration. I would talk about advocate in + +360 +00:24:27,060 --> 00:24:29,640 +selling decision sales people must develop a + +361 +00:24:29,640 --> 00:24:32,700 +special relationship with the advocate to + +362 +00:24:32,700 --> 00:24:37,190 +influence the buying and the selling decision. For + +363 +00:24:37,190 --> 00:24:41,250 +example, when we talk about advocate, advocate in + +364 +00:24:41,250 --> 00:24:44,570 +the fairness, the role of advocate helps guide the + +365 +00:24:44,570 --> 00:24:47,710 +sales by providing them with the information about + +366 +00:24:47,710 --> 00:24:51,370 +the organization and the people involved in the + +367 +00:24:51,370 --> 00:24:56,770 +sales and in the purchasing decision. And so that + +368 +00:24:56,770 --> 00:25:00,230 +their decision not compulsory to follow it, maybe + +369 +00:25:00,230 --> 00:25:03,370 +take it, maybe not. The second when we talk about + +370 +00:25:03,370 --> 00:25:06,770 +characteristic of advocate may be inside or + +371 +00:25:06,770 --> 00:25:11,030 +outside of buying organization franchise or + +372 +00:25:11,030 --> 00:25:14,730 +interpret the information. Inside the organization + +373 +00:25:14,730 --> 00:25:19,110 +we mean by it internal. Internal, for example, + +374 +00:25:19,290 --> 00:25:23,950 +during the purchasing committee meeting, the + +375 +00:25:23,950 --> 00:25:28,450 +motivation for the decision that the committee of + +376 +00:25:28,450 --> 00:25:33,770 +purchasing ticket and the product that missed to + +377 +00:25:33,770 --> 00:25:36,570 +the organization. For example, when the Committee + +378 +00:25:36,570 --> 00:25:39,770 +of Purchasing decided to increase the sales by + +379 +00:25:39,770 --> 00:25:45,130 +specific penalty, if the advocate, after examining + +380 +00:25:45,130 --> 00:25:51,170 +this decision, decided to give the Committee of + +381 +00:25:51,170 --> 00:25:54,930 +Purchasing their decision, the Committee of + +382 +00:25:54,930 --> 00:25:57,550 +Purchasing maybe take it, maybe not. It's + +383 +00:25:57,550 --> 00:26:02,270 +according to the nature of of the organization. + +384 +00:26:02,770 --> 00:26:06,850 +External maybe help the people who are not in the + +385 +00:26:06,850 --> 00:26:10,550 +sales process or often sell for you when you + +386 +00:26:10,550 --> 00:26:14,550 +cannot be there. Focus on your success for the + +387 +00:26:14,550 --> 00:26:16,960 +organization and for the customer. For the + +388 +00:26:16,960 --> 00:26:19,840 +customer, they satisfy the customer with the + +389 +00:26:19,840 --> 00:26:22,860 +suitable goods or services when they need it. And + +390 +00:26:22,860 --> 00:26:27,340 +for the organization, they sell the goods and the + +391 +00:26:27,340 --> 00:26:30,460 +services and introduce it to the customer or to + +392 +00:26:30,460 --> 00:26:32,580 +the supplier or to another organization. + +393 +00:26:35,630 --> 00:26:39,610 +Let's talk about the reasons of why winning is a + +394 +00:26:39,610 --> 00:26:43,890 +personal win. The first is personal. They want you + +395 +00:26:43,890 --> 00:26:47,810 +to win because they know you, they like you and + +396 +00:26:47,810 --> 00:26:50,970 +they would like to see your success. The second + +397 +00:26:50,970 --> 00:26:55,590 +one is professional. Let's comment on something. + +398 +00:26:56,350 --> 00:26:59,110 +So if you would like to say or define what's the + +399 +00:26:59,110 --> 00:27:02,290 +meaning of the word advocate, we are referring to + +400 +00:27:02,290 --> 00:27:06,650 +this person. who has a technical knowledge and he + +401 +00:27:06,650 --> 00:27:11,630 +can or she can defend or not defend your decision + +402 +00:27:11,630 --> 00:27:17,050 +of buying defend or not defend your decision of + +403 +00:27:17,050 --> 00:27:21,290 +buying now in the last example and let's go on + +404 +00:27:21,290 --> 00:27:23,730 +with what Amna offered or said for a while + +405 +00:27:23,730 --> 00:27:29,350 +sometimes look at the example regarding the IT + +406 +00:27:29,350 --> 00:27:32,690 +technician we might consult them with a new + +407 +00:27:32,690 --> 00:27:36,520 +product And the IT group always says, we don't + +408 +00:27:36,520 --> 00:27:39,650 +have a technical knowledge about it. So in this + +409 +00:27:39,650 --> 00:27:43,530 +case, should we go with our decision of buying in + +410 +00:27:43,530 --> 00:27:47,450 +a blind way? The answer is no. So what we are + +411 +00:27:47,450 --> 00:27:50,870 +going to do? For example, we might consult an + +412 +00:27:50,870 --> 00:27:55,190 +advocate. This advocate might be an external or + +413 +00:27:55,190 --> 00:27:58,890 +internal member. If it is external, it might be, + +414 +00:27:58,930 --> 00:28:02,850 +for example, a private computer company, like Al + +415 +00:28:02,850 --> 00:28:06,670 +-Alami Company, like Subh Company. We are going to + +416 +00:28:06,670 --> 00:28:08,450 +give them a phone call or we are going to give + +417 +00:28:08,450 --> 00:28:11,230 +them a visit. We will ask them, what do you think + +418 +00:28:11,230 --> 00:28:14,630 +of this UPS? Is it okay? Is it reliable? Should we + +419 +00:28:14,630 --> 00:28:18,930 +go and buy it or not? Now, Al-Alami or Subha + +420 +00:28:18,930 --> 00:28:21,990 +Company here, in this example, they are advocates. + +421 +00:28:22,670 --> 00:28:27,020 +They are external advocates. The academic company + +422 +00:28:27,020 --> 00:28:29,880 +is interested to provide you with success. In + +423 +00:28:29,880 --> 00:28:32,260 +other words, they would like to be sure that your + +424 +00:28:32,260 --> 00:28:35,780 +decision of buying this UPS is going to be 100% + +425 +00:28:35,780 --> 00:28:39,720 +successful. In other words, we as a university, we + +426 +00:28:39,720 --> 00:28:42,600 +should be satisfied after we are going to buy this + +427 +00:28:42,600 --> 00:28:45,580 +product, after we are going to buy this product. + +428 +00:28:46,220 --> 00:28:49,440 +Somebody is going to wonder, why this external + +429 +00:28:49,440 --> 00:28:54,100 +advocate is interested in succeeding you? These + +430 +00:28:54,100 --> 00:28:55,260 +are the four motives. + +431 +00:28:58,170 --> 00:29:01,570 +make your decision of buying successful for + +432 +00:29:01,570 --> 00:29:05,190 +different types of motives. Anna talked about the + +433 +00:29:05,190 --> 00:29:08,030 +personal one, which is personal. In other words, + +434 +00:29:09,170 --> 00:29:11,750 +the person who are working in the alarming + +435 +00:29:11,750 --> 00:29:14,650 +company, they might be friends with the person + +436 +00:29:14,650 --> 00:29:17,730 +from the AUG who contacted them to ask about this + +437 +00:29:17,730 --> 00:29:20,370 +decision of buying. Or they might be relatives. + +438 +00:29:26,200 --> 00:29:29,100 +The motive behind giving you the ability to + +439 +00:29:29,100 --> 00:29:32,520 +succeed in your decision of buying is personal. + +440 +00:29:36,280 --> 00:29:40,160 +The second motive is professional. Advocates take + +441 +00:29:40,160 --> 00:29:43,680 +the professional role, wins by doing their job + +442 +00:29:43,680 --> 00:29:46,080 +better, achieving their goals and helping their + +443 +00:29:46,080 --> 00:29:49,720 +companies meet objectives so that they are + +444 +00:29:49,720 --> 00:29:53,180 +encouraged to proceed with their chasing decision. + +445 +00:29:53,680 --> 00:29:56,320 +When we talked about recognition, wins by + +446 +00:29:56,320 --> 00:29:59,200 +receiving recognition from their own organization. + +447 +00:29:59,780 --> 00:30:02,100 +And when we talk about negative, it really wants + +448 +00:30:02,100 --> 00:30:07,130 +someone else to lose. That's it. That's it. + +449 +00:30:07,170 --> 00:30:11,670 +Thanks. But let's + +450 +00:30:11,670 --> 00:30:14,990 +give a final comment about these motives. Now we + +451 +00:30:14,990 --> 00:30:16,830 +talked about the personal, let's talk about the + +452 +00:30:16,830 --> 00:30:21,390 +professional. Sometimes the person who is working + +453 +00:30:21,390 --> 00:30:24,690 +or whom we contacted in Al-Alami company, they + +454 +00:30:24,690 --> 00:30:27,910 +have a personal professional motive behind your + +455 +00:30:27,910 --> 00:30:30,350 +success. In other words, they would like to + +456 +00:30:30,350 --> 00:30:33,130 +succeed or they would like to be sure that you are + +457 +00:30:33,130 --> 00:30:34,670 +going to succeed in your decision of buying. + +458 +00:30:35,590 --> 00:30:38,250 +because they want the students really to learn. + +459 +00:30:39,070 --> 00:30:41,150 +They would like to see the Islamic universe of + +460 +00:30:41,150 --> 00:30:45,070 +Gaza the best and the topmost academic institution + +461 +00:30:45,070 --> 00:30:48,390 +in Palestine. So here we are talking about + +462 +00:30:48,390 --> 00:30:52,470 +professional motive. Sometimes the motive is going + +463 +00:30:52,470 --> 00:30:56,250 +to be recognition. In other words, after we are + +464 +00:30:56,250 --> 00:30:58,650 +going to finalize the purchasing process, the + +465 +00:30:58,650 --> 00:31:01,190 +Islamic University of Gaza might send them a + +466 +00:31:01,190 --> 00:31:03,890 +recognition letter, a thankful letter, + +467 +00:31:04,470 --> 00:31:09,670 +appreciation letter. Is it important for us as + +468 +00:31:09,670 --> 00:31:12,890 +advocates? Of course it is important. Of course it + +469 +00:31:12,890 --> 00:31:17,370 +is important. The final one, sometimes the verbose + +470 +00:31:17,370 --> 00:31:20,050 +might be a negative. Listen here carefully. + +471 +00:31:21,630 --> 00:31:26,480 +Imagine Walaa is having a company, Hanin is having + +472 +00:31:26,480 --> 00:31:30,480 +another company and I am the advocate. If my + +473 +00:31:30,480 --> 00:31:35,080 +relationship with Walaa is tense, I'm going to + +474 +00:31:35,080 --> 00:31:38,120 +encourage her not to buy this thing or this + +475 +00:31:38,120 --> 00:31:41,630 +product or this service. Now, if you are going to + +476 +00:31:41,630 --> 00:31:45,170 +analyze the situation from above, here I am + +477 +00:31:45,170 --> 00:31:48,330 +encouraging one company, the company of Haneen to + +478 +00:31:48,330 --> 00:31:52,330 +go on and to buy because I have an intention to + +479 +00:31:52,330 --> 00:31:56,270 +cause a loss for Walaa company. So in this + +480 +00:31:56,270 --> 00:32:00,610 +scenario, we are going to talk about what? We are + +481 +00:32:00,610 --> 00:32:04,270 +going to talk about exactly negative motive behind + +482 +00:32:04,270 --> 00:32:07,710 +the success of your company. In other words, I + +483 +00:32:07,710 --> 00:32:10,290 +would like Haneen to succeed, not because of any + +484 +00:32:10,290 --> 00:32:13,350 +kind of motives, but a negative motive against + +485 +00:32:13,350 --> 00:32:18,530 +Wallah. That's it. Clear? Let's go on to the next. + +486 +00:32:19,030 --> 00:32:22,710 +Now we are going to talk about the advocate or the + +487 +00:32:22,710 --> 00:32:25,190 +ways in which advocate can help us. Who would like + +488 +00:32:25,190 --> 00:32:31,110 +to talk about it? Did we distribute it? That's + +489 +00:32:31,110 --> 00:32:34,230 +fine. Now listen, let's conclude here. This is + +490 +00:32:34,230 --> 00:32:36,450 +going to be the last part in our class. In the + +491 +00:32:36,450 --> 00:32:38,610 +last part, we are going to ask ourselves this + +492 +00:32:38,610 --> 00:32:41,650 +simple question. What are the ways in which we can + +493 +00:32:41,650 --> 00:32:47,550 +benefit as a sales agency from advocates? All the + +494 +00:32:47,550 --> 00:32:51,130 +time, remember, the sales agency, they can benefit + +495 +00:32:51,130 --> 00:32:53,290 +from the advocate by having something called + +496 +00:32:53,290 --> 00:32:56,490 +recommendation of how we are going to improve our + +497 +00:32:56,490 --> 00:32:57,890 +selling strategies. + +498 +00:33:00,520 --> 00:33:03,740 +recommendation for how to improve our selling + +499 +00:33:03,740 --> 00:33:07,220 +chances. But why? Because those advocates, they + +500 +00:33:07,220 --> 00:33:10,040 +are understanding the market in a very close way, + +501 +00:33:10,520 --> 00:33:15,720 +in a very detailed way. Second, this advocate is + +502 +00:33:15,720 --> 00:33:18,480 +going to provide us with a good fertile background + +503 +00:33:18,480 --> 00:33:25,020 +or a playground of creating the interest in the + +504 +00:33:25,020 --> 00:33:27,400 +product or the service which we would like to + +505 +00:33:27,400 --> 00:33:32,000 +sell. This is going to create this background or + +506 +00:33:32,000 --> 00:33:35,420 +this fertile soil where? In the yard of the + +507 +00:33:35,420 --> 00:33:41,200 +customer. Exactly. A third, the advocate is going + +508 +00:33:41,200 --> 00:33:45,640 +to refer you to other advocates. So by this way, + +509 +00:33:46,180 --> 00:33:48,740 +we are going as a sales agency, we are going to + +510 +00:33:48,740 --> 00:33:52,420 +create a network of advocates. This network of + +511 +00:33:52,420 --> 00:33:55,660 +advocates, they will influence your reputation. + +512 +00:33:56,440 --> 00:34:00,240 +they will influence your marketing strategies and + +513 +00:34:00,240 --> 00:34:03,080 +so on why because they are spread out through the + +514 +00:34:03,080 --> 00:34:07,120 +whole markets they are spread out through the + +515 +00:34:07,120 --> 00:34:11,060 +whole markets also sometimes the advocate is going + +516 +00:34:11,060 --> 00:34:13,520 +to provide us with a revision about our + +517 +00:34:13,520 --> 00:34:16,860 +representation of sales strategies when we are + +518 +00:34:16,860 --> 00:34:19,740 +saying review this means they are going to provide + +519 +00:34:19,740 --> 00:34:22,960 +us with the strong points in our plan and with the + +520 +00:34:22,960 --> 00:34:26,280 +bad points in our plan This is the meaning of + +521 +00:34:26,280 --> 00:34:30,600 +what? Revision or the verb review. Finally, this + +522 +00:34:30,600 --> 00:34:32,560 +advocate is going to gain access to decision + +523 +00:34:32,560 --> 00:34:34,920 +makers. This is the thing which we would like to + +524 +00:34:34,920 --> 00:34:38,060 +have. Because if the advocate is going to reach to + +525 +00:34:38,060 --> 00:34:41,700 +the decision maker, this means he or she is going + +526 +00:34:41,700 --> 00:34:44,400 +to convince the decision maker to buy from us. + +527 +00:34:45,580 --> 00:34:50,770 +This is the thing which we want as citizens. So + +528 +00:34:50,770 --> 00:34:53,470 +these are the four methods or approaches or ways + +529 +00:34:53,470 --> 00:34:56,030 +through which sales agency can benefit from + +530 +00:34:56,030 --> 00:34:59,850 +advocates. Any question? Any comments about + +531 +00:34:59,850 --> 00:35:00,490 +today's class? + +532 +00:35:04,350 --> 00:35:07,730 +Next one? Okay, we will postpone it to the next + +533 +00:35:07,730 --> 00:35:10,110 +time. We do not have enough time. Thank you very + +534 +00:35:10,110 --> 00:35:12,490 +much. Any question? So you are going to begin with + +535 +00:35:12,490 --> 00:35:17,850 +you next class. What's your name? Rima. So Rima is + +536 +00:35:17,850 --> 00:35:19,730 +going to talk about the stages in buying seller + +537 +00:35:19,730 --> 00:35:22,170 +relationship. Who would like to talk about + +538 +00:35:22,170 --> 00:35:26,550 +business expansion question? Okay, I will talk + +539 +00:35:26,550 --> 00:35:28,570 +about it. Who would like to talk about Thomas five + +540 +00:35:28,570 --> 00:35:29,690 +conflict management approaches? + +541 +00:35:32,570 --> 00:35:34,810 +Okay, I will continue the class next time. See + +542 +00:35:34,810 --> 00:35:36,110 +you. Thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..1ec2836a0f05185bf37e570089bb5df3660c25c8 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0_raw.srt @@ -0,0 +1,2168 @@ +1 +00:00:20,870 --> 00:00:26,430 +Okay, good morning. Now listen, last time I think + +2 +00:00:26,430 --> 00:00:31,410 +we were talking about the five kinds or types of + +3 +00:00:31,410 --> 00:00:34,470 +members who are involved in something called + +4 +00:00:34,470 --> 00:00:38,210 +buying center members. Now, the buying center + +5 +00:00:38,210 --> 00:00:42,790 +members, all these members, they have a kind of + +6 +00:00:42,790 --> 00:00:47,370 +influence. A kind of influence on what? On the + +7 +00:00:47,370 --> 00:00:51,940 +buying decision. Sometimes this influence might be + +8 +00:00:51,940 --> 00:00:55,520 +economic. Sometimes this influence might be + +9 +00:00:55,520 --> 00:00:59,340 +technical. Sometimes this influence might belong + +10 +00:00:59,340 --> 00:01:03,060 +to the user. And sometimes this influence might be + +11 +00:01:03,060 --> 00:01:06,120 +related to the advocate. The advocate who is + +12 +00:01:06,120 --> 00:01:10,560 +advocating for taking the decision of buying. So + +13 +00:01:10,560 --> 00:01:13,510 +now we are going to give the chance for Mai. to + +14 +00:01:13,510 --> 00:01:17,930 +talk about those persons who are going to have or + +15 +00:01:17,930 --> 00:01:21,170 +possess something called economic buying + +16 +00:01:21,170 --> 00:01:25,050 +influence. After Mai is going to finish, we hope + +17 +00:01:25,050 --> 00:01:27,210 +she is going to provide us with a tangible + +18 +00:01:27,210 --> 00:01:30,410 +example. If she isn't going to provide us with a + +19 +00:01:30,410 --> 00:01:33,490 +tangible example, me myself I'm going to provide + +20 +00:01:33,490 --> 00:01:38,290 +you with an example which is going to be an + +21 +00:01:38,290 --> 00:01:41,690 +extended one. In other words, we will begin with + +22 +00:01:41,690 --> 00:01:43,930 +this example according to the economic buying + +23 +00:01:43,930 --> 00:01:46,810 +influence, and later on we will talk about the + +24 +00:01:46,810 --> 00:01:50,090 +same example according to the user buying + +25 +00:01:50,090 --> 00:01:52,950 +influence, and later on we will describe it + +26 +00:01:52,950 --> 00:01:56,290 +according or from the perspective of technical + +27 +00:01:56,290 --> 00:01:59,170 +buying influence. We will conclude by the final + +28 +00:01:59,170 --> 00:02:02,970 +one which is the advocacy influence. Okay, go on + +29 +00:02:02,970 --> 00:02:07,060 +Mike. My name is Maya Heshamia. I studied business + +30 +00:02:07,060 --> 00:02:09,780 +commerce in the third level. And now we talk about + +31 +00:02:09,780 --> 00:02:11,820 +the current powers, the current powers of the + +32 +00:02:11,820 --> 00:02:15,820 +person or committee who have the power to give the + +33 +00:02:15,820 --> 00:02:20,520 +final approval. These persons have the rules and + +34 +00:02:20,520 --> 00:02:24,220 +the final approval, gives the final approval + +35 +00:02:24,220 --> 00:02:27,300 +because they know every detail about the process + +36 +00:02:27,300 --> 00:02:31,120 +and the purchasing process. And they can ask why, + +37 +00:02:31,520 --> 00:02:34,380 +that's why if the power depends on the ask once, + +38 +00:02:34,690 --> 00:02:38,410 +First, because they know every detail about the + +39 +00:02:38,410 --> 00:02:44,170 +process of purchasing. Two, this person has the + +40 +00:02:44,170 --> 00:02:46,470 +characteristics. They can access money to make the + +41 +00:02:46,470 --> 00:02:49,930 +purchase, and they can realize this money to pay + +42 +00:02:49,930 --> 00:02:53,550 +what they choose to do, and they have B2 power. B2 + +43 +00:02:53,550 --> 00:02:56,270 +power, they can say no when everyone says yes, and + +44 +00:02:56,270 --> 00:02:59,030 +they can say yes when everyone says no, because + +45 +00:02:59,030 --> 00:03:03,710 +the money is the power for it. This and the + +46 +00:03:03,710 --> 00:03:05,950 +personal focus in the total organization part + +47 +00:03:05,950 --> 00:03:12,230 +establish the priority + +48 +00:03:12,230 --> 00:03:17,850 +program and its considers about the economic + +49 +00:03:17,850 --> 00:03:22,790 +health and the business. These persons are not + +50 +00:03:22,790 --> 00:03:26,710 +focused in the price or in the technology only, + +51 +00:03:26,830 --> 00:03:29,590 +but they focus about the performance on all levels + +52 +00:03:29,590 --> 00:03:32,010 +and focus on the bottom level in the staff + +53 +00:03:32,010 --> 00:03:38,010 +members. The persons is forecasting about the + +54 +00:03:38,010 --> 00:03:40,610 +future. Is it going to benefit me or not? We took + +55 +00:03:40,610 --> 00:03:45,990 +about the example in the Eilat bakery. The + +56 +00:03:45,990 --> 00:03:50,390 +economic buyers can purchase the higher machines. + +57 +00:03:50,560 --> 00:03:54,440 +that can mix in the components, in the mixed + +58 +00:03:54,440 --> 00:03:57,640 +components, and this machine is the most + +59 +00:03:57,640 --> 00:04:01,760 +expensive. This machine can help me to purchase, + +60 +00:04:02,100 --> 00:04:08,220 +to production the product in the low cycles, in + +61 +00:04:08,220 --> 00:04:13,610 +the low production cycles. Now the company, can + +62 +00:04:13,610 --> 00:04:17,270 +take the telecommunications view as the assets, + +63 +00:04:17,470 --> 00:04:20,650 +not in the utilities. When it happened, the + +64 +00:04:20,650 --> 00:04:27,030 +organization came for researching about the market + +65 +00:04:27,030 --> 00:04:31,330 +and the sales, as AT&T company takes the + +66 +00:04:31,330 --> 00:04:34,150 +telecommunications as the assets. Excellent. + +67 +00:04:39,030 --> 00:04:44,100 +Let's go on with what Mai explained to us. We are + +68 +00:04:44,100 --> 00:04:49,600 +going to give now a tangible example. Now, last + +69 +00:04:49,600 --> 00:04:53,640 +week, we received a complaint, me as a head of the + +70 +00:04:53,640 --> 00:04:56,900 +business administration department. This complaint + +71 +00:04:56,900 --> 00:05:00,220 +was raised by the students who are studying a + +72 +00:05:00,220 --> 00:05:02,440 +course which is called Computer and Financial + +73 +00:05:02,440 --> 00:05:02,960 +Analysis. + +74 +00:05:05,560 --> 00:05:10,020 +Why? They were complaining from the labs. Some of + +75 +00:05:10,020 --> 00:05:13,670 +the computers, they are out of orders. And the + +76 +00:05:13,670 --> 00:05:16,210 +majority of the UBSs, they are not working + +77 +00:05:16,210 --> 00:05:22,250 +effectively. So Dr. Walid Daya, who is teaching + +78 +00:05:22,250 --> 00:05:24,110 +this course along with the students who are + +79 +00:05:24,110 --> 00:05:27,510 +studying it, they were saying, if the electricity + +80 +00:05:27,510 --> 00:05:30,890 +is going to be down, none of the students is able + +81 +00:05:30,890 --> 00:05:35,990 +to maintain or save his or her data. So later on, + +82 +00:05:36,090 --> 00:05:39,510 +the students must begin from ground zero. Is this + +83 +00:05:39,510 --> 00:05:41,530 +appropriate method for teaching this course? Of + +84 +00:05:41,530 --> 00:05:46,070 +course not. I received this complaint and I + +85 +00:05:46,070 --> 00:05:52,170 +contacted the two deputy of + +86 +00:05:52,170 --> 00:05:55,650 +the president of the university, the academic + +87 +00:05:55,650 --> 00:06:00,090 +deputy + +88 +00:06:00,090 --> 00:06:06,390 +and + +89 +00:06:06,390 --> 00:06:07,190 +the admin deputy. + +90 +00:06:11,890 --> 00:06:14,210 +Now, the academic deputy and the admin deputy, + +91 +00:06:14,390 --> 00:06:18,810 +both of them, they examined the situation. We were + +92 +00:06:18,810 --> 00:06:23,990 +asking, as a department, that we need to buy new + +93 +00:06:23,990 --> 00:06:30,630 +computers along with new UBSs. + +94 +00:06:33,410 --> 00:06:37,830 +Now, the two deputies, both of them, They are + +95 +00:06:37,830 --> 00:06:40,990 +going to ask why, or both of them are going to ask + +96 +00:06:40,990 --> 00:06:45,250 +why. Why you need to buy a new computer and why + +97 +00:06:45,250 --> 00:06:49,230 +you need to buy a new USB-C? We justified to them, + +98 +00:06:49,610 --> 00:06:51,830 +this is the nature of the course, everything is + +99 +00:06:51,830 --> 00:06:54,130 +operated according to the computers and every + +100 +00:06:54,130 --> 00:06:56,930 +student must have the potential to save his or her + +101 +00:06:56,930 --> 00:07:00,530 +data. So they are asking all the time for what? + +102 +00:07:01,190 --> 00:07:04,510 +For why we need to buy this product or why we need + +103 +00:07:04,510 --> 00:07:09,690 +to get this service? Later on, they were convinced + +104 +00:07:09,690 --> 00:07:12,330 +and because they got convinced, they decided to + +105 +00:07:12,330 --> 00:07:17,290 +give their own final approval. Also, those two + +106 +00:07:17,290 --> 00:07:20,750 +devotees in this example, both of them, they are + +107 +00:07:20,750 --> 00:07:23,610 +possessing or having the economic buying + +108 +00:07:23,610 --> 00:07:27,570 +influence. After they got convinced, they said, we + +109 +00:07:27,570 --> 00:07:29,770 +are going to release the required financial + +110 +00:07:29,770 --> 00:07:33,830 +resources so that we can buy these computers along + +111 +00:07:33,830 --> 00:07:35,250 +with your BSCs. + +112 +00:07:38,290 --> 00:07:42,190 +Clear? Later on, if you are going to look at those + +113 +00:07:42,190 --> 00:07:44,790 +two duties, how they are thinking and what points + +114 +00:07:44,790 --> 00:07:47,410 +they are focusing on, you are going to find that + +115 +00:07:47,410 --> 00:07:49,810 +they are not looking only for the business + +116 +00:07:49,810 --> 00:07:53,030 +administration department or they are not focusing + +117 +00:07:53,030 --> 00:07:55,950 +only on the College of Commerce. They are looking + +118 +00:07:55,950 --> 00:07:58,450 +at AUG as a whole, as a whole organization. + +119 +00:07:59,670 --> 00:08:01,350 +Because this is considered to be a general + +120 +00:08:01,350 --> 00:08:05,050 +performance of the whole organizations which they + +121 +00:08:05,050 --> 00:08:10,300 +are managing or leading. Also, they are going to + +122 +00:08:10,300 --> 00:08:13,980 +refer back to the bottom line, to the persons who + +123 +00:08:13,980 --> 00:08:16,140 +are working or to the technicians who are working + +124 +00:08:16,140 --> 00:08:19,740 +in these labs, to be sure if the justifications + +125 +00:08:19,740 --> 00:08:23,840 +and the information is correct or not correct. + +126 +00:08:25,200 --> 00:08:28,800 +Also, they are not going to look for operational + +127 +00:08:28,800 --> 00:08:33,040 +or tactical purposes. The decision of buying must + +128 +00:08:33,040 --> 00:08:36,350 +have something called a future perspective. In + +129 +00:08:36,350 --> 00:08:40,130 +other words, they are going to approve saying we + +130 +00:08:40,130 --> 00:08:43,230 +would like to buy these computers and these UBSCs + +131 +00:08:43,230 --> 00:08:47,810 +so that students will not suffer in the coming + +132 +00:08:47,810 --> 00:08:50,610 +years while we are studying or while they are + +133 +00:08:50,610 --> 00:08:53,350 +studying the course which is called Computer and + +134 +00:08:53,350 --> 00:08:58,290 +Financial Analysis. So once again let's sum up our + +135 +00:08:58,290 --> 00:09:01,770 +ideas. So both the deputy or the academic deputy + +136 +00:09:01,770 --> 00:09:04,930 +along with the admin deputy both of them they are + +137 +00:09:04,930 --> 00:09:07,710 +possessing or having something called economic + +138 +00:09:07,710 --> 00:09:10,770 +buying influence because they are possessing this + +139 +00:09:10,770 --> 00:09:12,830 +economic buying influence all the time they are + +140 +00:09:12,830 --> 00:09:16,290 +going to ask you why you need to buy this product + +141 +00:09:16,290 --> 00:09:21,700 +or why you need to buy this service So, you as a + +142 +00:09:21,700 --> 00:09:24,900 +requester, you must provide them with a reasonable + +143 +00:09:24,900 --> 00:09:28,980 +justification for this buying. If they got + +144 +00:09:28,980 --> 00:09:31,580 +convinced, they will tell you, we are going to + +145 +00:09:31,580 --> 00:09:34,660 +release the financial resources. Why? Because they + +146 +00:09:34,660 --> 00:09:37,280 +are interested in the overall performance of the + +147 +00:09:37,280 --> 00:09:42,580 +organization. Clear? Clear. Any question about the + +148 +00:09:42,580 --> 00:09:45,300 +economic buying influence? Let's go on with the + +149 +00:09:45,300 --> 00:09:48,530 +second one, which is The user buying the film is + +150 +00:09:48,530 --> 00:09:54,530 +gone. What's your name please? My name is Alaa + +151 +00:09:54,530 --> 00:09:55,550 +Jamal Nashar. + +152 +00:09:57,950 --> 00:10:01,450 +My name is Alaa Jamal Nashar. Commerce faculty. I + +153 +00:10:01,450 --> 00:10:03,030 +specialize in business administration. + +154 +00:10:05,770 --> 00:10:06,350 +Okay. + +155 +00:10:14,750 --> 00:10:19,470 +Gone. My name is Alaa Jamali Nashar. I'm a + +156 +00:10:19,470 --> 00:10:21,750 +commerce faculty. I specialize in business + +157 +00:10:21,750 --> 00:10:24,890 +administration, third level. Okay, I want to talk + +158 +00:10:24,890 --> 00:10:28,310 +about user buying influence. First, I want to + +159 +00:10:28,310 --> 00:10:32,710 +identify the user buyer. The user buyer who has, + +160 +00:10:33,030 --> 00:10:37,530 +who are the ones who will ultimately use whatever + +161 +00:10:37,530 --> 00:10:44,290 +it's offered. The role of user buying is to decide + +162 +00:10:44,290 --> 00:10:49,070 +on how purchases will affect job performance. The + +163 +00:10:49,070 --> 00:10:55,470 +key point here is the job. Because they focus if + +164 +00:10:55,470 --> 00:10:59,130 +user buyer is how to sell will affect their jobs, + +165 +00:11:00,110 --> 00:11:06,870 +their reactions to sell, to sell, to sell proposal + +166 +00:11:06,870 --> 00:11:12,750 +as well as their, as well as their as well as + +167 +00:11:12,750 --> 00:11:18,270 +their predictions about performance tend to be + +168 +00:11:18,270 --> 00:11:23,010 +subjective. That doesn't mean it's irrational or + +169 +00:11:23,010 --> 00:11:28,610 +irrelevant, but because the success of the + +170 +00:11:28,610 --> 00:11:33,050 +personal success hangs on the success of the + +171 +00:11:33,050 --> 00:11:37,530 +products or services. So you put into account the + +172 +00:11:37,530 --> 00:11:41,800 +subject, the subjective, When you sell a product + +173 +00:11:41,800 --> 00:11:42,640 +or service? + +174 +00:11:46,580 --> 00:11:47,540 +Focus. + +175 +00:11:50,960 --> 00:11:56,340 +Here I want to talk that the user buying focus on + +176 +00:11:56,340 --> 00:12:00,400 +the past and the present rather than the future. + +177 +00:12:01,280 --> 00:12:06,720 +And don't ask how will affect on the job, no, but + +178 +00:12:06,720 --> 00:12:13,560 +take into account the current challenges, + +179 +00:12:13,980 --> 00:12:18,240 +the current focuses.For example, I want to give + +180 +00:12:18,240 --> 00:12:24,990 +you example about user buyer I want to talk about + +181 +00:12:24,990 --> 00:12:31,150 +aeroplane sales. I mentioned that the user buyer + +182 +00:12:31,150 --> 00:12:38,370 +are the military personnel, the pilots and their + +183 +00:12:38,370 --> 00:12:44,710 +commanders who would actually operate the planes + +184 +00:12:44,710 --> 00:12:48,950 +because the primary interest of their of their + +185 +00:12:48,950 --> 00:12:54,290 +people to do their job, we call them or we + +186 +00:12:54,290 --> 00:13:00,650 +consider, must consider them as usable by them. So + +187 +00:13:00,650 --> 00:13:04,190 +let's + +188 +00:13:04,190 --> 00:13:07,010 +go on. So the admin deputy and the academic + +189 +00:13:07,010 --> 00:13:09,930 +deputy, both of them they are possessing economic + +190 +00:13:09,930 --> 00:13:12,050 +buying influence. + +191 +00:13:14,610 --> 00:13:17,570 +Later on, we are going to talk about another group + +192 +00:13:17,570 --> 00:13:25,830 +who are possessing user buying influence. The user + +193 +00:13:25,830 --> 00:13:27,930 +buying influence, they are concerned with one + +194 +00:13:27,930 --> 00:13:32,850 +thing, which is how this decision of buying is + +195 +00:13:32,850 --> 00:13:35,130 +going to influence the level of the job + +196 +00:13:35,130 --> 00:13:39,080 +performance. Is it going to contribute to the job + +197 +00:13:39,080 --> 00:13:42,200 +performance positively? Is it going to contribute + +198 +00:13:42,200 --> 00:13:45,800 +to the job performance negatively? This is their + +199 +00:13:45,800 --> 00:13:52,260 +major concern. This is their major concern. So how + +200 +00:13:52,260 --> 00:13:54,440 +they are going or how the purchase or the buying + +201 +00:13:54,440 --> 00:13:59,020 +decision will affect the job performance. Now, the + +202 +00:13:59,020 --> 00:14:02,000 +users, how they are thinking or what are the + +203 +00:14:02,000 --> 00:14:06,150 +characteristics? Their characteristics is just + +204 +00:14:06,150 --> 00:14:09,170 +implementation oriented. When we are saying + +205 +00:14:09,170 --> 00:14:11,890 +implementation, it is equivalent to the word use. + +206 +00:14:12,910 --> 00:14:16,850 +Because they are using the product or the service + +207 +00:14:16,850 --> 00:14:22,270 +which we will buy or purchase. Also, they use or + +208 +00:14:22,270 --> 00:14:24,650 +supervise the use of the product or the service as + +209 +00:14:24,650 --> 00:14:28,750 +we mentioned before. Their focus isn't strategic, + +210 +00:14:28,950 --> 00:14:32,970 +it is tactical, it is operational. When we are + +211 +00:14:32,970 --> 00:14:36,190 +saying tactical or operational, we are referring + +212 +00:14:36,190 --> 00:14:41,610 +to the use which is used daily. Therefore, it + +213 +00:14:41,610 --> 00:14:44,850 +isn't having any relationship with any strategic + +214 +00:14:44,850 --> 00:14:50,110 +purposes. It is focusing on tactical operational + +215 +00:14:50,110 --> 00:14:55,550 +perspective. This is what the focus of the user. + +216 +00:14:56,490 --> 00:15:00,330 +Now, if you are going to look now and ask + +217 +00:15:00,330 --> 00:15:03,750 +ourselves about the second one, which is the user + +218 +00:15:03,750 --> 00:15:07,110 +buying influence. In our example, they are going + +219 +00:15:07,110 --> 00:15:09,890 +to be who? Students. + +220 +00:15:12,410 --> 00:15:19,210 +Excellent. The teacher and the technicians who + +221 +00:15:19,210 --> 00:15:25,470 +might use this lab. So we are talking about what? + +222 +00:15:27,090 --> 00:15:32,310 +three categories of users. And who used to possess + +223 +00:15:32,310 --> 00:15:35,770 +the economic buying influence? The academic and + +224 +00:15:35,770 --> 00:15:42,910 +admin deputies. Clear? Later on, this admin deputy + +225 +00:15:42,910 --> 00:15:45,290 +or the academic deputy, they might ask the teacher + +226 +00:15:45,290 --> 00:15:49,310 +along with the students, was the problem resolved + +227 +00:15:49,310 --> 00:15:56,080 +or not? how the new UBSEs or computers, how did + +228 +00:15:56,080 --> 00:15:58,040 +they contribute to the running and to the + +229 +00:15:58,040 --> 00:16:02,080 +management of the course. Everything was resolved, + +230 +00:16:02,200 --> 00:16:06,220 +everything was okay and so on. And the users, they + +231 +00:16:06,220 --> 00:16:09,000 +are going to give them a precise answer. Why? + +232 +00:16:09,360 --> 00:16:13,520 +Simply because they are deciding if the decision + +233 +00:16:13,520 --> 00:16:17,660 +of buying these new computers and these new UBSEs + +234 +00:16:17,660 --> 00:16:19,860 +was good or not. + +235 +00:16:22,820 --> 00:16:27,080 +So the users are evaluating the use of the consent + +236 +00:16:27,080 --> 00:16:30,380 +of both products or the consent of both selves. + +237 +00:16:31,840 --> 00:16:35,600 +Clear? Any questions or comments? Okay, let's go + +238 +00:16:35,600 --> 00:16:38,380 +on with the third one, which is the technical + +239 +00:16:38,380 --> 00:16:42,430 +buying influence. Good morning. I'm Walaa Murad. + +240 +00:16:42,510 --> 00:16:44,390 +I'm studying Business Administration, Faculty of + +241 +00:16:44,390 --> 00:16:47,970 +Commerce, third level. Now I'm continuing to talk + +242 +00:16:47,970 --> 00:16:51,170 +about the third type of buying influence, + +243 +00:16:51,670 --> 00:16:53,850 +technical buying influence. When we define the + +244 +00:16:53,850 --> 00:16:56,310 +technical buying influence, we can say that this + +245 +00:16:56,310 --> 00:16:59,990 +rule to screening out possible the provider and + +246 +00:16:59,990 --> 00:17:05,870 +suppliers who provide our product and service to + +247 +00:17:05,870 --> 00:17:09,960 +the organization. Those technical buyer, we can + +248 +00:17:09,960 --> 00:17:14,420 +say they act as a gatekeeper. Gatekeeper means + +249 +00:17:14,420 --> 00:17:19,620 +that this person control the access of some + +250 +00:17:19,620 --> 00:17:24,240 +things. Some things is goods and product. We can + +251 +00:17:27,350 --> 00:17:32,890 +these technical buyers focuses on the product and + +252 +00:17:32,890 --> 00:17:37,670 +services itself. And then they make recommendation + +253 +00:17:37,670 --> 00:17:41,710 +based on how its product and services will meet + +254 +00:17:41,710 --> 00:17:46,310 +the variety of objective specification. Then, if + +255 +00:17:46,310 --> 00:17:49,690 +this product and goods meet our needs, the needs + +256 +00:17:49,690 --> 00:17:53,660 +of the organization, we can We can take it or buy + +257 +00:17:53,660 --> 00:17:57,400 +it. If it is not, we can reject it without saying + +258 +00:17:57,400 --> 00:18:01,660 +how, without saying why. So, the role of technical + +259 +00:18:01,660 --> 00:18:04,640 +buying influence is to eliminate alternatives, + +260 +00:18:05,100 --> 00:18:07,440 +eliminate alternatives, the alternatives of goods + +261 +00:18:07,440 --> 00:18:10,960 +and services to recommend, make recommendation of + +262 +00:18:10,960 --> 00:18:14,350 +these goods and services Characteristics is + +263 +00:18:14,350 --> 00:18:19,430 +focuses on quantifiable items. Items of a product + +264 +00:18:19,430 --> 00:18:23,270 +and services, product and goods. Aspects of a + +265 +00:18:23,270 --> 00:18:27,570 +product and service. Gatekeeper, as we say, make + +266 +00:18:27,570 --> 00:18:31,690 +as a gatekeeper to control the product and goods + +267 +00:18:31,690 --> 00:18:39,860 +that we need. Can only say no, not yes. They have + +268 +00:18:39,860 --> 00:18:44,700 +authority to say no, not to say yes. They focus, + +269 +00:18:44,840 --> 00:18:47,160 +as we say, in product specification, the + +270 +00:18:47,160 --> 00:18:49,820 +specification and feature and characteristic of + +271 +00:18:49,820 --> 00:18:53,940 +the product, and ask what, not why. Ask what the + +272 +00:18:53,940 --> 00:18:56,260 +specification, what's the feature, what's the + +273 +00:18:56,260 --> 00:19:00,020 +characteristic of this product, and without asking + +274 +00:19:00,020 --> 00:19:06,610 +why. Okay, we continue at this example. Now, the + +275 +00:19:06,610 --> 00:19:10,410 +provider provides us with the computer and UPS + +276 +00:19:10,410 --> 00:19:14,790 +that we need. Then technical buyer take this + +277 +00:19:14,790 --> 00:19:19,830 +product and make some examination of this product. + +278 +00:19:20,310 --> 00:19:25,410 +They examine. This product will meet the needs and + +279 +00:19:25,410 --> 00:19:29,330 +the specification and the feature that we need if + +280 +00:19:29,330 --> 00:19:33,670 +this product meet... Let's ask precisely. So in + +281 +00:19:33,670 --> 00:19:35,730 +this example, who is going to have the real + +282 +00:19:35,730 --> 00:19:39,670 +technical buying influence? Exactly. Who? The + +283 +00:19:39,670 --> 00:19:44,150 +teacher. The academic and the admin. Do you think + +284 +00:19:44,150 --> 00:19:50,270 +so? Technicians. The technicians. Yes, because we + +285 +00:19:50,270 --> 00:19:52,010 +say... Because all the time remember the + +286 +00:19:52,010 --> 00:19:55,370 +technicians who might be staff members who are + +287 +00:19:55,370 --> 00:19:58,190 +working in the IT in the university, they are + +288 +00:19:58,190 --> 00:20:01,530 +going to have or answer all the required technical + +289 +00:20:01,530 --> 00:20:05,760 +specifications. This is their expertise. This is + +290 +00:20:05,760 --> 00:20:08,760 +their own knowledge. This is their own work. So + +291 +00:20:08,760 --> 00:20:11,940 +they are knowing it better than anybody else. Yes. + +292 +00:20:12,600 --> 00:20:15,860 +Therefore, here, if you are going to write down + +293 +00:20:15,860 --> 00:20:20,500 +TPI, the people who are possessing the technical + +294 +00:20:20,500 --> 00:20:23,680 +planning performance, they are going to be the IT + +295 +00:20:23,680 --> 00:20:26,500 +technicians, the information technology + +296 +00:20:26,500 --> 00:20:29,460 +technicians. Yes. Why? They are going to provide + +297 +00:20:29,460 --> 00:20:30,700 +us with their recommendations. + +298 +00:20:35,420 --> 00:20:39,600 +Or UPS, we should buy and continue buying in the + +299 +00:20:39,600 --> 00:20:44,060 +future. Yes. Is it clear? Yes. Thanks. Thanks a + +300 +00:20:44,060 --> 00:20:44,220 +lot. + +301 +00:20:47,920 --> 00:20:50,260 +So if we would like to continue with what Walaa + +302 +00:20:50,260 --> 00:20:53,280 +had just stated, we are going to write technical + +303 +00:20:53,280 --> 00:20:57,400 +buying influence. In this example, it is going to + +304 +00:20:57,400 --> 00:21:03,160 +be IT. technicians. Somebody is going to ask, why + +305 +00:21:03,160 --> 00:21:06,380 +IT technicians? Because here we are talking about + +306 +00:21:06,380 --> 00:21:08,460 +a product which is called UPS or computer. + +307 +00:21:09,800 --> 00:21:13,080 +Therefore, the persons who are understanding these + +308 +00:21:13,080 --> 00:21:16,790 +specifications, they are the IT technicians. So + +309 +00:21:16,790 --> 00:21:19,350 +the IT technician is going to come to us and he is + +310 +00:21:19,350 --> 00:21:21,130 +going to come to the admin deputy or academic + +311 +00:21:21,130 --> 00:21:24,990 +deputy. They will tell them the domestic market in + +312 +00:21:24,990 --> 00:21:28,190 +Gaza is offering, for example, three types of UPS. + +313 +00:21:28,650 --> 00:21:32,290 +One of them is Korean, a second one is Chinese, a + +314 +00:21:32,290 --> 00:21:34,530 +third one is Japanese. Imagine, this is an + +315 +00:21:34,530 --> 00:21:39,810 +example. So these are what? Alternatives. They + +316 +00:21:39,810 --> 00:21:43,870 +will say the cheapest, the cheapest is, for + +317 +00:21:43,870 --> 00:21:47,930 +example, the Chinese. But they will say the most + +318 +00:21:47,930 --> 00:21:51,130 +dependable and reliable one is the Japanese, + +319 +00:21:51,350 --> 00:21:55,550 +reliable. They will say this reliability of the + +320 +00:21:55,550 --> 00:21:59,090 +Japanese product might sustain, might last for + +321 +00:21:59,090 --> 00:22:03,450 +about three years, but the Chinese might last for + +322 +00:22:03,450 --> 00:22:08,650 +one year. From the feasibility point of view, if + +323 +00:22:08,650 --> 00:22:11,670 +we are going to buy a Chinese one, this means we + +324 +00:22:11,670 --> 00:22:14,650 +have to replace it every single year. Imagine we + +325 +00:22:14,650 --> 00:22:16,810 +are going to replace it three times throughout the + +326 +00:22:16,810 --> 00:22:20,730 +three years, its total cost might be more than the + +327 +00:22:20,730 --> 00:22:24,440 +price of the Japanese UPS. Therefore, they will + +328 +00:22:24,440 --> 00:22:28,740 +say, we are recommending to go on and to buy the + +329 +00:22:28,740 --> 00:22:32,180 +Japanese UPS. So this is their recommendation for + +330 +00:22:32,180 --> 00:22:36,140 +the people who are possessing the veto power, the + +331 +00:22:36,140 --> 00:22:38,180 +people who are possessing the financial resources. + +332 +00:22:38,900 --> 00:22:42,380 +In this example, they are both deputies, the + +333 +00:22:42,380 --> 00:22:47,320 +academic and the admin one. Clear? So they are + +334 +00:22:47,320 --> 00:22:51,000 +just recommending. Because of this, they possess + +335 +00:22:51,000 --> 00:22:54,680 +the answer to say no, but they cannot say yes. + +336 +00:22:55,400 --> 00:22:59,140 +Because the yes or the final yes isn't for them. + +337 +00:22:59,560 --> 00:23:02,140 +It is for the economic buying influence. + +338 +00:23:02,360 --> 00:23:08,020 +Excellent. But sometimes they can say no. Why? If + +339 +00:23:08,020 --> 00:23:10,700 +the economic buying influence, the people who are + +340 +00:23:10,700 --> 00:23:13,560 +having the actual decision of buying or not + +341 +00:23:13,560 --> 00:23:17,260 +buying, if they are about to take inappropriate, a + +342 +00:23:17,260 --> 00:23:21,040 +bad decision of buying, they will say, hold on. + +343 +00:23:22,580 --> 00:23:26,100 +They will say no. The economic buying influence is + +344 +00:23:26,100 --> 00:23:29,660 +going to ask them once again, why? It will tell + +345 +00:23:29,660 --> 00:23:33,420 +them because of the following reasons. But they do + +346 +00:23:33,420 --> 00:23:37,280 +not have a final word to implement the final + +347 +00:23:37,280 --> 00:23:41,820 +decision of buying. Because of this, their focus, + +348 +00:23:42,000 --> 00:23:44,020 +the technician, all the time they are going to ask + +349 +00:23:44,020 --> 00:23:50,160 +what? What? What? What exactly? The specifications + +350 +00:23:50,160 --> 00:23:54,980 +which we are looking for in this product or in + +351 +00:23:54,980 --> 00:23:58,040 +this service. Because of this, they are answering + +352 +00:23:58,040 --> 00:24:01,720 +the question of what, not why. The why belongs to + +353 +00:24:01,720 --> 00:24:04,260 +the first group, which is economic buying + +354 +00:24:04,260 --> 00:24:08,340 +opportunities. Clear? Any question or comments + +355 +00:24:08,340 --> 00:24:14,140 +about this? Clear? Go on. Let's begin now talking + +356 +00:24:14,140 --> 00:24:18,240 +about the final group. Who are the advocates? Go + +357 +00:24:18,240 --> 00:24:21,080 +on. My name is Amna Bouamara. I'm studying in + +358 +00:24:21,080 --> 00:24:23,360 +Faculty of Commerce, Department of Business + +359 +00:24:23,360 --> 00:24:27,060 +Administration. I would talk about advocate in + +360 +00:24:27,060 --> 00:24:29,640 +selling decision sales people must develop a + +361 +00:24:29,640 --> 00:24:32,700 +special relationship with the advocate to + +362 +00:24:32,700 --> 00:24:37,190 +influence the buying and the selling decision. For + +363 +00:24:37,190 --> 00:24:41,250 +example, when we talk about advocate, advocate in + +364 +00:24:41,250 --> 00:24:44,570 +the fairness, the role of advocate helps guide the + +365 +00:24:44,570 --> 00:24:47,710 +sales by providing them with the information about + +366 +00:24:47,710 --> 00:24:51,370 +the organization and the people involved in the + +367 +00:24:51,370 --> 00:24:56,770 +sales and in the purchasing decision. And so that + +368 +00:24:56,770 --> 00:25:00,230 +their decision not compulsory to follow it, maybe + +369 +00:25:00,230 --> 00:25:03,370 +take it, maybe not. The second when we talk about + +370 +00:25:03,370 --> 00:25:06,770 +characteristic of advocate may be inside or + +371 +00:25:06,770 --> 00:25:11,030 +outside of buying organization franchise or + +372 +00:25:11,030 --> 00:25:14,730 +interpret the information. Inside the organization + +373 +00:25:14,730 --> 00:25:19,110 +we mean by it internal. Internal, for example, + +374 +00:25:19,290 --> 00:25:23,950 +during the purchasing committee meeting, the + +375 +00:25:23,950 --> 00:25:28,450 +motivation for the decision that the committee of + +376 +00:25:28,450 --> 00:25:33,770 +purchasing ticket and the product that missed to + +377 +00:25:33,770 --> 00:25:36,570 +the organization. For example, when the Committee + +378 +00:25:36,570 --> 00:25:39,770 +of Purchasing decided to increase the sales by + +379 +00:25:39,770 --> 00:25:45,130 +specific penalty, if the advocate, after examining + +380 +00:25:45,130 --> 00:25:51,170 +this decision, decided to give the Committee of + +381 +00:25:51,170 --> 00:25:54,930 +Purchasing their decision, the Committee of + +382 +00:25:54,930 --> 00:25:57,550 +Purchasing maybe take it, maybe not. It's + +383 +00:25:57,550 --> 00:26:02,270 +according to the nature of of the organization. + +384 +00:26:02,770 --> 00:26:06,850 +External maybe help the people who are not in the + +385 +00:26:06,850 --> 00:26:10,550 +sales process or often sell for you when you + +386 +00:26:10,550 --> 00:26:14,550 +cannot be there. Focus on your success for the + +387 +00:26:14,550 --> 00:26:16,960 +organization and for the customer. For the + +388 +00:26:16,960 --> 00:26:19,840 +customer, they satisfy the customer with the + +389 +00:26:19,840 --> 00:26:22,860 +suitable goods or services when they need it. And + +390 +00:26:22,860 --> 00:26:27,340 +for the organization, they sell the goods and the + +391 +00:26:27,340 --> 00:26:30,460 +services and introduce it to the customer or to + +392 +00:26:30,460 --> 00:26:32,580 +the supplier or to another organization. + +393 +00:26:35,630 --> 00:26:39,610 +Let's talk about the reasons of why winning is a + +394 +00:26:39,610 --> 00:26:43,890 +personal win. The first is personal. They want you + +395 +00:26:43,890 --> 00:26:47,810 +to win because they know you, they like you and + +396 +00:26:47,810 --> 00:26:50,970 +they would like to see your success. The second + +397 +00:26:50,970 --> 00:26:55,590 +one is professional. Let's comment on something. + +398 +00:26:56,350 --> 00:26:59,110 +So if you would like to say or define what's the + +399 +00:26:59,110 --> 00:27:02,290 +meaning of the word advocate, we are referring to + +400 +00:27:02,290 --> 00:27:06,650 +this person. who has a technical knowledge and he + +401 +00:27:06,650 --> 00:27:11,630 +can or she can defend or not defend your decision + +402 +00:27:11,630 --> 00:27:17,050 +of buying defend or not defend your decision of + +403 +00:27:17,050 --> 00:27:21,290 +buying now in the last example and let's go on + +404 +00:27:21,290 --> 00:27:23,730 +with what Amna offered or said for a while + +405 +00:27:23,730 --> 00:27:29,350 +sometimes look at the example regarding the IT + +406 +00:27:29,350 --> 00:27:32,690 +technician we might consult them with a new + +407 +00:27:32,690 --> 00:27:36,520 +product And the IT group always says, we don't + +408 +00:27:36,520 --> 00:27:39,650 +have a technical knowledge about it. So in this + +409 +00:27:39,650 --> 00:27:43,530 +case, should we go with our decision of buying in + +410 +00:27:43,530 --> 00:27:47,450 +a blind way? The answer is no. So what we are + +411 +00:27:47,450 --> 00:27:50,870 +going to do? For example, we might consult an + +412 +00:27:50,870 --> 00:27:55,190 +advocate. This advocate might be an external or + +413 +00:27:55,190 --> 00:27:58,890 +internal member. If it is external, it might be, + +414 +00:27:58,930 --> 00:28:02,850 +for example, a private computer company, like Al + +415 +00:28:02,850 --> 00:28:06,670 +-Alami Company, like Subh Company. We are going to + +416 +00:28:06,670 --> 00:28:08,450 +give them a phone call or we are going to give + +417 +00:28:08,450 --> 00:28:11,230 +them a visit. We will ask them, what do you think + +418 +00:28:11,230 --> 00:28:14,630 +of this UPS? Is it okay? Is it reliable? Should we + +419 +00:28:14,630 --> 00:28:18,930 +go and buy it or not? Now, Al-Alami or Subha + +420 +00:28:18,930 --> 00:28:21,990 +Company here, in this example, they are advocates. + +421 +00:28:22,670 --> 00:28:27,020 +They are external advocates. The academic company + +422 +00:28:27,020 --> 00:28:29,880 +is interested to provide you with success. In + +423 +00:28:29,880 --> 00:28:32,260 +other words, they would like to be sure that your + +424 +00:28:32,260 --> 00:28:35,780 +decision of buying this UPS is going to be 100% + +425 +00:28:35,780 --> 00:28:39,720 +successful. In other words, we as a university, we + +426 +00:28:39,720 --> 00:28:42,600 +should be satisfied after we are going to buy this + +427 +00:28:42,600 --> 00:28:45,580 +product, after we are going to buy this product. + +428 +00:28:46,220 --> 00:28:49,440 +Somebody is going to wonder, why this external + +429 +00:28:49,440 --> 00:28:54,100 +advocate is interested in succeeding you? These + +430 +00:28:54,100 --> 00:28:55,260 +are the four motives. + +431 +00:28:58,170 --> 00:29:01,570 +make your decision of buying successful for + +432 +00:29:01,570 --> 00:29:05,190 +different types of motives. Anna talked about the + +433 +00:29:05,190 --> 00:29:08,030 +personal one, which is personal. In other words, + +434 +00:29:09,170 --> 00:29:11,750 +the person who are working in the alarming + +435 +00:29:11,750 --> 00:29:14,650 +company, they might be friends with the person + +436 +00:29:14,650 --> 00:29:17,730 +from the AUG who contacted them to ask about this + +437 +00:29:17,730 --> 00:29:20,370 +decision of buying. Or they might be relatives. + +438 +00:29:26,200 --> 00:29:29,100 +The motive behind giving you the ability to + +439 +00:29:29,100 --> 00:29:32,520 +succeed in your decision of buying is personal. + +440 +00:29:36,280 --> 00:29:40,160 +The second motive is professional. Advocates take + +441 +00:29:40,160 --> 00:29:43,680 +the professional role, wins by doing their job + +442 +00:29:43,680 --> 00:29:46,080 +better, achieving their goals and helping their + +443 +00:29:46,080 --> 00:29:49,720 +companies meet objectives so that they are + +444 +00:29:49,720 --> 00:29:53,180 +encouraged to proceed with their chasing decision. + +445 +00:29:53,680 --> 00:29:56,320 +When we talked about recognition, wins by + +446 +00:29:56,320 --> 00:29:59,200 +receiving recognition from their own organization. + +447 +00:29:59,780 --> 00:30:02,100 +And when we talk about negative, it really wants + +448 +00:30:02,100 --> 00:30:07,130 +someone else to lose. That's it. That's it. + +449 +00:30:07,170 --> 00:30:11,670 +Thanks. But let's + +450 +00:30:11,670 --> 00:30:14,990 +give a final comment about these motives. Now we + +451 +00:30:14,990 --> 00:30:16,830 +talked about the personal, let's talk about the + +452 +00:30:16,830 --> 00:30:21,390 +professional. Sometimes the person who is working + +453 +00:30:21,390 --> 00:30:24,690 +or whom we contacted in Al-Alami company, they + +454 +00:30:24,690 --> 00:30:27,910 +have a personal professional motive behind your + +455 +00:30:27,910 --> 00:30:30,350 +success. In other words, they would like to + +456 +00:30:30,350 --> 00:30:33,130 +succeed or they would like to be sure that you are + +457 +00:30:33,130 --> 00:30:34,670 +going to succeed in your decision of buying. + +458 +00:30:35,590 --> 00:30:38,250 +because they want the students really to learn. + +459 +00:30:39,070 --> 00:30:41,150 +They would like to see the Islamic universe of + +460 +00:30:41,150 --> 00:30:45,070 +Gaza the best and the topmost academic institution + +461 +00:30:45,070 --> 00:30:48,390 +in Palestine. So here we are talking about + +462 +00:30:48,390 --> 00:30:52,470 +professional motive. Sometimes the motive is going + +463 +00:30:52,470 --> 00:30:56,250 +to be recognition. In other words, after we are + +464 +00:30:56,250 --> 00:30:58,650 +going to finalize the purchasing process, the + +465 +00:30:58,650 --> 00:31:01,190 +Islamic University of Gaza might send them a + +466 +00:31:01,190 --> 00:31:03,890 +recognition letter, a thankful letter, + +467 +00:31:04,470 --> 00:31:09,670 +appreciation letter. Is it important for us as + +468 +00:31:09,670 --> 00:31:12,890 +advocates? Of course it is important. Of course it + +469 +00:31:12,890 --> 00:31:17,370 +is important. The final one, sometimes the verbose + +470 +00:31:17,370 --> 00:31:20,050 +might be a negative. Listen here carefully. + +471 +00:31:21,630 --> 00:31:26,480 +Imagine Walaa is having a company, Hanin is having + +472 +00:31:26,480 --> 00:31:30,480 +another company and I am the advocate. If my + +473 +00:31:30,480 --> 00:31:35,080 +relationship with Walaa is tense, I'm going to + +474 +00:31:35,080 --> 00:31:38,120 +encourage her not to buy this thing or this + +475 +00:31:38,120 --> 00:31:41,630 +product or this service. Now, if you are going to + +476 +00:31:41,630 --> 00:31:45,170 +analyze the situation from above, here I am + +477 +00:31:45,170 --> 00:31:48,330 +encouraging one company, the company of Haneen to + +478 +00:31:48,330 --> 00:31:52,330 +go on and to buy because I have an intention to + +479 +00:31:52,330 --> 00:31:56,270 +cause a loss for Walaa company. So in this + +480 +00:31:56,270 --> 00:32:00,610 +scenario, we are going to talk about what? We are + +481 +00:32:00,610 --> 00:32:04,270 +going to talk about exactly negative motive behind + +482 +00:32:04,270 --> 00:32:07,710 +the success of your company. In other words, I + +483 +00:32:07,710 --> 00:32:10,290 +would like Haneen to succeed, not because of any + +484 +00:32:10,290 --> 00:32:13,350 +kind of motives, but a negative motive against + +485 +00:32:13,350 --> 00:32:18,530 +Wallah. That's it. Clear? Let's go on to the next. + +486 +00:32:19,030 --> 00:32:22,710 +Now we are going to talk about the advocate or the + +487 +00:32:22,710 --> 00:32:25,190 +ways in which advocate can help us. Who would like + +488 +00:32:25,190 --> 00:32:31,110 +to talk about it? Did we distribute it? That's + +489 +00:32:31,110 --> 00:32:34,230 +fine. Now listen, let's conclude here. This is + +490 +00:32:34,230 --> 00:32:36,450 +going to be the last part in our class. In the + +491 +00:32:36,450 --> 00:32:38,610 +last part, we are going to ask ourselves this + +492 +00:32:38,610 --> 00:32:41,650 +simple question. What are the ways in which we can + +493 +00:32:41,650 --> 00:32:47,550 +benefit as a sales agency from advocates? All the + +494 +00:32:47,550 --> 00:32:51,130 +time, remember, the sales agency, they can benefit + +495 +00:32:51,130 --> 00:32:53,290 +from the advocate by having something called + +496 +00:32:53,290 --> 00:32:56,490 +recommendation of how we are going to improve our + +497 +00:32:56,490 --> 00:32:57,890 +selling strategies. + +498 +00:33:00,520 --> 00:33:03,740 +recommendation for how to improve our selling + +499 +00:33:03,740 --> 00:33:07,220 +chances. But why? Because those advocates, they + +500 +00:33:07,220 --> 00:33:10,040 +are understanding the market in a very close way, + +501 +00:33:10,520 --> 00:33:15,720 +in a very detailed way. Second, this advocate is + +502 +00:33:15,720 --> 00:33:18,480 +going to provide us with a good fertile background + +503 +00:33:18,480 --> 00:33:25,020 +or a playground of creating the interest in the + +504 +00:33:25,020 --> 00:33:27,400 +product or the service which we would like to + +505 +00:33:27,400 --> 00:33:32,000 +sell. This is going to create this background or + +506 +00:33:32,000 --> 00:33:35,420 +this fertile soil where? In the yard of the + +507 +00:33:35,420 --> 00:33:41,200 +customer. Exactly. A third, the advocate is going + +508 +00:33:41,200 --> 00:33:45,640 +to refer you to other advocates. So by this way, + +509 +00:33:46,180 --> 00:33:48,740 +we are going as a sales agency, we are going to + +510 +00:33:48,740 --> 00:33:52,420 +create a network of advocates. This network of + +511 +00:33:52,420 --> 00:33:55,660 +advocates, they will influence your reputation. + +512 +00:33:56,440 --> 00:34:00,240 +they will influence your marketing strategies and + +513 +00:34:00,240 --> 00:34:03,080 +so on why because they are spread out through the + +514 +00:34:03,080 --> 00:34:07,120 +whole markets they are spread out through the + +515 +00:34:07,120 --> 00:34:11,060 +whole markets also sometimes the advocate is going + +516 +00:34:11,060 --> 00:34:13,520 +to provide us with a revision about our + +517 +00:34:13,520 --> 00:34:16,860 +representation of sales strategies when we are + +518 +00:34:16,860 --> 00:34:19,740 +saying review this means they are going to provide + +519 +00:34:19,740 --> 00:34:22,960 +us with the strong points in our plan and with the + +520 +00:34:22,960 --> 00:34:26,280 +bad points in our plan This is the meaning of + +521 +00:34:26,280 --> 00:34:30,600 +what? Revision or the verb review. Finally, this + +522 +00:34:30,600 --> 00:34:32,560 +advocate is going to gain access to decision + +523 +00:34:32,560 --> 00:34:34,920 +makers. This is the thing which we would like to + +524 +00:34:34,920 --> 00:34:38,060 +have. Because if the advocate is going to reach to + +525 +00:34:38,060 --> 00:34:41,700 +the decision maker, this means he or she is going + +526 +00:34:41,700 --> 00:34:44,400 +to convince the decision maker to buy from us. + +527 +00:34:45,580 --> 00:34:50,770 +This is the thing which we want as citizens. So + +528 +00:34:50,770 --> 00:34:53,470 +these are the four methods or approaches or ways + +529 +00:34:53,470 --> 00:34:56,030 +through which sales agency can benefit from + +530 +00:34:56,030 --> 00:34:59,850 +advocates. Any question? Any comments about + +531 +00:34:59,850 --> 00:35:00,490 +today's class? + +532 +00:35:04,350 --> 00:35:07,730 +Next one? Okay, we will postpone it to the next + +533 +00:35:07,730 --> 00:35:10,110 +time. We do not have enough time. Thank you very + +534 +00:35:10,110 --> 00:35:12,490 +much. Any question? So you are going to begin with + +535 +00:35:12,490 --> 00:35:17,850 +you next class. What's your name? Rima. So Rima is + +536 +00:35:17,850 --> 00:35:19,730 +going to talk about the stages in buying seller + +537 +00:35:19,730 --> 00:35:22,170 +relationship. Who would like to talk about + +538 +00:35:22,170 --> 00:35:26,550 +business expansion question? Okay, I will talk + +539 +00:35:26,550 --> 00:35:28,570 +about it. Who would like to talk about Thomas five + +540 +00:35:28,570 --> 00:35:29,690 +conflict management approaches? + +541 +00:35:32,570 --> 00:35:34,810 +Okay, I will continue the class next time. See + +542 +00:35:34,810 --> 00:35:36,110 +you. Thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..5df31f6b60fe27eeb1884fd9c1fb9aafa9b4ac84 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc_postprocess.srt @@ -0,0 +1,2228 @@ +1 +00:00:21,230 --> 00:00:25,010 +Okay listen, today inshallah we are going to + +2 +00:00:25,010 --> 00:00:29,810 +finalize chapter number one. Next week hopefully + +3 +00:00:29,810 --> 00:00:32,530 +we will start with a new chapter, chapter number + +4 +00:00:32,530 --> 00:00:36,450 +two. Now regarding the topic of today's class, we + +5 +00:00:36,450 --> 00:00:38,650 +will go on with something called capacities of the + +6 +00:00:38,650 --> 00:00:44,350 +sales organization. When these capacities We said + +7 +00:00:44,350 --> 00:00:46,130 +or we talked last time about self-management + +8 +00:00:46,130 --> 00:00:50,030 +competency, dimension. We will go in a more + +9 +00:00:50,030 --> 00:00:53,130 +detailed way about it. Therefore, let's talk about + +10 +00:00:53,130 --> 00:00:56,490 +managing and balancing personal drive. Before we + +11 +00:00:56,490 --> 00:00:58,390 +are going to explain it, let's define what's the + +12 +00:00:58,390 --> 00:00:59,110 +meaning of the word drive. + +13 +00:01:02,150 --> 00:01:10,820 +Motive. It is a motive. Exactly. Now, Seeks + +14 +00:01:10,820 --> 00:01:14,080 +responsibility, works hard and is willing to take + +15 +00:01:14,080 --> 00:01:18,120 +risks. This is what? This is the duty or the + +16 +00:01:18,120 --> 00:01:20,260 +responsibility of the management of any sales + +17 +00:01:20,260 --> 00:01:25,040 +organization. In addition, this management should + +18 +00:01:25,040 --> 00:01:31,220 +show perseverance, willingness in the face of + +19 +00:01:31,220 --> 00:01:35,970 +obstacles and bonuses back from failure. Also, + +20 +00:01:36,750 --> 00:01:39,250 +this management should be ambitious and motivated + +21 +00:01:39,250 --> 00:01:42,790 +to achieve objectives, but doesn't put personal + +22 +00:01:42,790 --> 00:01:47,690 +ambition ahead of the organizational goals. This + +23 +00:01:47,690 --> 00:01:50,750 +is a red line. We will talk about it and we are + +24 +00:01:50,750 --> 00:01:54,170 +going to give example. Finally, the management + +25 +00:01:54,170 --> 00:01:56,250 +should understand that the goals are achieved + +26 +00:01:56,250 --> 00:01:59,370 +through success and development of the sales + +27 +00:01:59,370 --> 00:02:03,550 +person. Now listen. Generally whenever we are + +28 +00:02:03,550 --> 00:02:06,050 +going to talk about drive and motive, we are going + +29 +00:02:06,050 --> 00:02:08,690 +to divide them into two branches. One of them is + +30 +00:02:08,690 --> 00:02:12,570 +called personal, and the second one is called + +31 +00:02:12,570 --> 00:02:13,310 +organizational. + +32 +00:02:18,690 --> 00:02:21,650 +If you are going to ask which one should be given + +33 +00:02:21,650 --> 00:02:25,010 +the priority, generally organization should be + +34 +00:02:25,010 --> 00:02:30,230 +given priority number one, and personal should be + +35 +00:02:30,230 --> 00:02:32,050 +given priority number two. + +36 +00:02:34,510 --> 00:02:38,610 +Now, what is going to happen if the managers or + +37 +00:02:38,610 --> 00:02:42,490 +senior management, they put their personal motives + +38 +00:02:42,490 --> 00:02:46,010 +ahead of the organization goals? What is going to + +39 +00:02:46,010 --> 00:02:51,390 +happen? Okay, conflict of interest, what else? For + +40 +00:02:51,390 --> 00:02:54,850 +herself + +41 +00:02:54,850 --> 00:02:58,350 +or himself? Okay, what else? Good, good, what + +42 +00:02:58,350 --> 00:03:02,730 +else? One more question, what is going to happen + +43 +00:03:04,240 --> 00:03:08,480 +If the manager or the senior management put the + +44 +00:03:08,480 --> 00:03:11,080 +organizational motives ahead of the organizational + +45 +00:03:11,080 --> 00:03:15,520 +ones. Some, like Hanina and Farah, they said each + +46 +00:03:15,520 --> 00:03:18,300 +one is going to look for his or her own interest. + +47 +00:03:19,020 --> 00:03:21,100 +Also, there is going to be a conflict of interest + +48 +00:03:21,100 --> 00:03:27,620 +and so on. Good. What else? + +49 +00:03:33,530 --> 00:03:37,290 +Exactly, this is the final devastating result, + +50 +00:03:39,070 --> 00:03:43,010 +destructive result. Therefore, if the personal + +51 +00:03:43,010 --> 00:03:45,390 +goals or motives will be given priority number + +52 +00:03:45,390 --> 00:03:47,770 +one, this is going to lead to a very natural + +53 +00:03:47,770 --> 00:03:52,550 +result, which is failure and collapse. + +54 +00:03:56,230 --> 00:03:59,110 +This is the final result. Someone is going to say + +55 +00:03:59,110 --> 00:04:01,030 +you are speaking in theory. No, I am not speaking + +56 +00:04:01,030 --> 00:04:06,540 +in theory. Can you give me examples, case studies, + +57 +00:04:07,360 --> 00:04:11,940 +where this scenario happened in real? Do you + +58 +00:04:11,940 --> 00:04:18,160 +remember? America, France. Excellent. Go on, speak + +59 +00:04:18,160 --> 00:04:20,680 +it about it. Speak in a very detailed way about + +60 +00:04:20,680 --> 00:04:21,000 +it. + +61 +00:04:23,700 --> 00:04:25,060 +English, yalla. + +62 +00:04:28,080 --> 00:04:29,180 +English, English. + +63 +00:04:51,600 --> 00:04:53,000 +Ballas. + +64 +00:05:17,330 --> 00:05:23,550 +Excellent, what's her name please? Excellent Huda. + +65 +00:05:24,890 --> 00:05:29,630 +So as your colleague Huda said, we have a very big + +66 +00:05:29,630 --> 00:05:33,130 +image or case study where we can find this + +67 +00:05:33,130 --> 00:05:36,670 +scenario or this bad result. I think I told you + +68 +00:05:36,670 --> 00:05:39,690 +this before in the previous courses. In America, + +69 +00:05:40,250 --> 00:05:45,190 +exactly in September 2008, Americans began talking + +70 +00:05:45,190 --> 00:05:50,670 +about their financial crisis. In August or + +71 +00:05:50,670 --> 00:05:55,570 +September 2008, this crisis began according to a + +72 +00:05:55,570 --> 00:05:59,810 +very simple history. The whole history behind the + +73 +00:05:59,810 --> 00:06:03,010 +failure and bankruptcy of the American banks is + +74 +00:06:03,010 --> 00:06:07,080 +because of this thing. managers or chief + +75 +00:06:07,080 --> 00:06:10,860 +executives of those banks they put their personal + +76 +00:06:10,860 --> 00:06:13,380 +motives ahead of the organizational motives or + +77 +00:06:13,380 --> 00:06:17,680 +goals. So those managers they were doing their own + +78 +00:06:17,680 --> 00:06:22,080 +best to provide American customers either they are + +79 +00:06:22,080 --> 00:06:26,960 +qualified or unqualified with thousands and + +80 +00:06:26,960 --> 00:06:30,300 +thousands of loans. Somebody is going to wonder + +81 +00:06:30,300 --> 00:06:32,980 +why the managers or the chief executives of banks + +82 +00:06:32,980 --> 00:06:36,330 +they were doing so? They were doing so simply + +83 +00:06:36,330 --> 00:06:39,790 +because each chief of executive by the end of the + +84 +00:06:39,790 --> 00:06:43,330 +month he or she is going to have a salary plus + +85 +00:06:43,330 --> 00:06:50,550 +bonuses. These bonuses they will be calculated + +86 +00:06:50,550 --> 00:06:53,790 +according to the number of the loans which are + +87 +00:06:53,790 --> 00:06:56,850 +provided by the banks to the customers and + +88 +00:06:56,850 --> 00:06:59,670 +consequently according to the level or to the + +89 +00:06:59,670 --> 00:07:03,540 +value of the interest. So the more interest the + +90 +00:07:03,540 --> 00:07:06,900 +bank is going to have, the more bonuses the chief + +91 +00:07:06,900 --> 00:07:09,060 +of executives or managers they will be entitled + +92 +00:07:09,060 --> 00:07:15,160 +for. So by this way, the manager began looking at + +93 +00:07:15,160 --> 00:07:18,500 +her personal motives so that his bucket is going + +94 +00:07:18,500 --> 00:07:22,200 +to be full with bonuses in addition to his salary + +95 +00:07:22,200 --> 00:07:27,920 +or her salary. Month after month and year after + +96 +00:07:27,920 --> 00:07:32,390 +year of such wrong practices, American banks + +97 +00:07:32,390 --> 00:07:36,290 +suddenly, especially in late 2008, they began + +98 +00:07:36,290 --> 00:07:39,030 +suffering from liquidity of financial resources. + +99 +00:07:40,410 --> 00:07:44,330 +Why? Because simply the big number of those + +100 +00:07:44,330 --> 00:07:47,750 +unequalified customers, they were not able to + +101 +00:07:47,750 --> 00:07:52,170 +retain back the money of the loans. Because of + +102 +00:07:52,170 --> 00:07:57,610 +this terrible mistake. So all the time remember, + +103 +00:07:58,490 --> 00:08:01,590 +As a management of any organization, either it is + +104 +00:08:01,590 --> 00:08:06,070 +sales or non-sales, we are talking about very thin + +105 +00:08:06,070 --> 00:08:10,210 +red line which should create a kind of balance + +106 +00:08:10,210 --> 00:08:14,330 +between the organizational goals and the employees + +107 +00:08:14,330 --> 00:08:20,640 +or the managers personal motives. This line should + +108 +00:08:20,640 --> 00:08:27,140 +be drawn in a very clear way. Otherwise, we are + +109 +00:08:27,140 --> 00:08:30,600 +going to have unbalanced relationships which might + +110 +00:08:30,600 --> 00:08:32,000 +lead to the deaths of the organization. + +111 +00:08:36,400 --> 00:08:39,240 +Any questions or comments about this? Ok, move on. + +112 +00:08:40,270 --> 00:08:43,510 +Now let's talk about another thing self-management + +113 +00:08:43,510 --> 00:08:46,030 +competency dimension we are going to talk about + +114 +00:08:46,030 --> 00:08:49,350 +developing self-awareness and management skills + +115 +00:08:49,350 --> 00:08:55,730 +here we are talking about various points the first + +116 +00:08:55,730 --> 00:08:59,230 +point the management should have a clear personal + +117 +00:08:59,230 --> 00:09:03,190 +and career goals and knows own value feelings and + +118 +00:09:03,190 --> 00:09:06,450 +areas of strength and weaknesses of each member + +119 +00:09:06,450 --> 00:09:10,930 +within the team Also, the management should + +120 +00:09:10,930 --> 00:09:13,970 +analyze and learn from work and life experiences. + +121 +00:09:15,130 --> 00:09:17,410 +Finally, the management should have the + +122 +00:09:17,410 --> 00:09:21,470 +willingness to continually unlearn and relearn. We + +123 +00:09:21,470 --> 00:09:23,190 +will talk about this in a very detailed way after + +124 +00:09:23,190 --> 00:09:27,670 +a while. Unlearn and relearn as changing + +125 +00:09:27,670 --> 00:09:31,070 +situations call for new skills and perspectives. + +126 +00:09:32,330 --> 00:09:37,770 +Now let's zoom on those two words, unlearn and + +127 +00:09:37,770 --> 00:09:40,180 +relearn. What's the meaning of this? + +128 +00:09:43,120 --> 00:09:45,740 +When you should unlearn and when you should + +129 +00:09:45,740 --> 00:09:46,300 +relearn? + +130 +00:09:49,140 --> 00:09:51,400 +Haneen? You should unlearn maybe when there is a + +131 +00:09:51,400 --> 00:09:55,580 +new thing that is invented and that wasn't in the + +132 +00:09:55,580 --> 00:09:59,580 +past but you should learn new things and develop + +133 +00:09:59,580 --> 00:10:02,240 +your skills, not develop, create new skills. This + +134 +00:10:02,240 --> 00:10:04,960 +is relearn. What about the unlearn? + +135 +00:10:08,870 --> 00:10:12,370 +A method which we used to do, to do the work, and + +136 +00:10:12,370 --> 00:10:16,050 +later on it was proved to be inefficient and + +137 +00:10:16,050 --> 00:10:22,250 +ineffective. We should quit. Exactly. We should + +138 +00:10:22,250 --> 00:10:27,910 +abandon it. We should leave it. Simply because + +139 +00:10:27,910 --> 00:10:32,250 +this method is approved or demonstrated to be a + +140 +00:10:32,250 --> 00:10:35,490 +failure and it doesn't achieve neither efficiency + +141 +00:10:35,490 --> 00:10:40,730 +nor effectiveness. Then we should stop unlearning + +142 +00:10:40,730 --> 00:10:46,670 +it or avoiding it. That's it. Somebody is going to + +143 +00:10:46,670 --> 00:10:49,590 +wonder, why we should do that? Simply because we + +144 +00:10:49,590 --> 00:10:53,670 +are talking about education. As we said, education + +145 +00:10:53,670 --> 00:10:58,110 +is an unstoppable process. It doesn't have a + +146 +00:10:58,110 --> 00:11:02,970 +limit. What we know in 2012 wasn't known in 2010. + +147 +00:11:03,890 --> 00:11:08,610 +What was known in 2010 wasn't known in 1990. And + +148 +00:11:08,610 --> 00:11:13,450 +humanity, what it is going to learn in 2020, isn't + +149 +00:11:13,450 --> 00:11:18,330 +known now. Therefore, management, if it would like + +150 +00:11:18,330 --> 00:11:20,370 +to achieve something called self-management + +151 +00:11:20,370 --> 00:11:24,090 +competency, this management should believe in + +152 +00:11:24,090 --> 00:11:29,440 +education and its new methods and approaches. and + +153 +00:11:29,440 --> 00:11:33,340 +we will continue learning, relearning and + +154 +00:11:33,340 --> 00:11:38,600 +unlearning. This is the nature of life. If the + +155 +00:11:38,600 --> 00:11:40,740 +management of the organization is going to say + +156 +00:11:40,740 --> 00:11:43,880 +this is a very exhausting process, we cannot do + +157 +00:11:43,880 --> 00:11:50,300 +that, that's fine. But within a 10-year term, this + +158 +00:11:50,300 --> 00:11:53,160 +organization might find itself out of the market + +159 +00:11:53,160 --> 00:11:57,760 +or out of the competition. Simply why? because + +160 +00:11:57,760 --> 00:12:00,120 +they cannot compete with other competitors who + +161 +00:12:00,120 --> 00:12:04,000 +continued learning and relearning themselves and + +162 +00:12:04,000 --> 00:12:08,340 +their working staff members. Any questions or + +163 +00:12:08,340 --> 00:12:12,000 +comments about this? Move on. Let's talk about + +164 +00:12:12,000 --> 00:12:15,760 +cultural knowledge and sensitivity. All the time, + +165 +00:12:16,100 --> 00:12:18,800 +remember, management of an organization should + +166 +00:12:18,800 --> 00:12:22,160 +stay informed of political, social and economic + +167 +00:12:22,160 --> 00:12:26,240 +trends and events around the world. Now we are + +168 +00:12:26,240 --> 00:12:28,940 +going to give you two examples. Both of them + +169 +00:12:28,940 --> 00:12:31,600 +happened last night and they have consequences + +170 +00:12:31,600 --> 00:12:34,980 +still today. One example from Egypt, another + +171 +00:12:34,980 --> 00:12:37,640 +example from Libya, and later on we are going to + +172 +00:12:37,640 --> 00:12:40,020 +give you examples which happened and are + +173 +00:12:40,020 --> 00:12:44,740 +continually happening in Gaza. Also, management + +174 +00:12:44,740 --> 00:12:48,620 +should recognize the impact of global events. on + +175 +00:12:48,620 --> 00:12:51,880 +the market and the organization, and also the + +176 +00:12:51,880 --> 00:12:54,360 +management should have a sensitivity to cultural + +177 +00:12:54,360 --> 00:12:58,420 +cues and ability to adapt quickly in novel + +178 +00:12:58,420 --> 00:13:05,480 +situations. In new situations, exactly. Also, the + +179 +00:13:05,480 --> 00:13:07,580 +management should travel regularly and a basic + +180 +00:13:07,580 --> 00:13:10,220 +business vocabulary and language is relevant to + +181 +00:13:10,220 --> 00:13:15,730 +the position. Let's stop there. Now, what happened + +182 +00:13:15,730 --> 00:13:20,930 +last night in Benghazi, in Libya? Or in Cairo? Go + +183 +00:13:20,930 --> 00:13:22,730 +on. English, English. + +184 +00:13:32,530 --> 00:13:33,510 +What happened? + +185 +00:13:36,410 --> 00:13:40,430 +Somebody? Raise your voice please, raise your + +186 +00:13:40,430 --> 00:13:40,710 +voice. + +187 +00:13:44,140 --> 00:13:46,120 +English. Why you cannot speak in English? + +188 +00:13:49,440 --> 00:13:54,680 +Okay. Okay. In Benghazi and Libya, last night, + +189 +00:13:55,860 --> 00:13:58,940 +many Libyan young men, they attacked the American + +190 +00:13:58,940 --> 00:14:05,140 +consulates in Benghazi. They killed one American + +191 +00:14:05,140 --> 00:14:09,920 +diplomat and another one was wounded through a + +192 +00:14:09,920 --> 00:14:15,510 +military rocket attack. In Cairo, Egyptian young + +193 +00:14:15,510 --> 00:14:18,790 +men, they jumped over the walls of the American + +194 +00:14:18,790 --> 00:14:22,870 +embassy in Cairo, and they threw away the American + +195 +00:14:22,870 --> 00:14:27,510 +flag. If we are going to ask ourselves, why this + +196 +00:14:27,510 --> 00:14:32,930 +happened? Exactly. Because American embassy was + +197 +00:14:32,930 --> 00:14:36,970 +broadcasting a movie about our Prophet, peace be + +198 +00:14:36,970 --> 00:14:42,860 +upon him. It was a bad movie. It was full of + +199 +00:14:42,860 --> 00:14:49,360 +attacks against our Prophet. This raised the anger + +200 +00:14:49,360 --> 00:14:53,860 +in the hearts and souls of many of young men and + +201 +00:14:53,860 --> 00:14:59,800 +women. Later on, the reaction was violent against + +202 +00:14:59,800 --> 00:15:03,240 +American premises. What does American premises + +203 +00:15:03,240 --> 00:15:09,540 +mean? American establishments. Premise means + +204 +00:15:09,540 --> 00:15:10,060 +Monshah. + +205 +00:15:15,930 --> 00:15:19,670 +Now, in this scenario, in this pessimistic + +206 +00:15:19,670 --> 00:15:22,330 +scenario, do you think American sales + +207 +00:15:22,330 --> 00:15:26,110 +organizations are going to work naturally in a big + +208 +00:15:26,110 --> 00:15:29,550 +market like Egypt? In a big market like Libya? Of + +209 +00:15:29,550 --> 00:15:32,930 +course not. Therefore, we are talking about + +210 +00:15:32,930 --> 00:15:35,490 +political, local, social and economic trends, + +211 +00:15:36,050 --> 00:15:42,120 +which for sure is going to influence what is or + +212 +00:15:42,120 --> 00:15:47,360 +how we can sell our product. The same thing now in + +213 +00:15:47,360 --> 00:15:52,100 +Gaza. In Gaza, each year, our Palestinian farmers + +214 +00:15:52,100 --> 00:15:54,480 +are replanting and growing strawberries, + +215 +00:15:55,260 --> 00:15:58,540 +especially in areas like Beit Hanoun. This + +216 +00:15:58,540 --> 00:16:03,340 +strawberry product is excellent and can achieve or + +217 +00:16:03,340 --> 00:16:07,680 +enjoy the European standards. But unfortunately, + +218 +00:16:08,520 --> 00:16:11,800 +sometimes our poor farmers, they are going to be + +219 +00:16:11,800 --> 00:16:14,180 +blocked by the Israeli political procedures, + +220 +00:16:14,640 --> 00:16:16,780 +especially whenever they are going to switch the + +221 +00:16:16,780 --> 00:16:20,540 +borders or close down the borders. In this case, + +222 +00:16:21,600 --> 00:16:25,340 +the farmer is going to do what? The farmer is + +223 +00:16:25,340 --> 00:16:29,300 +going to have one thing, which is to sell locally. + +224 +00:16:30,360 --> 00:16:34,400 +But is this a solution? No. Because our + +225 +00:16:34,400 --> 00:16:37,160 +Palestinian gas and domestic market will be + +226 +00:16:37,160 --> 00:16:41,020 +saturated. It will be full. And what are the + +227 +00:16:41,020 --> 00:16:43,820 +consequences? Prices of the sobriety will get + +228 +00:16:43,820 --> 00:16:47,520 +down. Because here we are talking about supply + +229 +00:16:47,520 --> 00:16:53,100 +which is more than the demand. And later on, the + +230 +00:16:53,100 --> 00:16:59,680 +farmer will lose. Why? Because of this political + +231 +00:16:59,680 --> 00:17:04,450 +constraint. because of this political challenge. + +232 +00:17:05,590 --> 00:17:08,970 +Therefore, are we talking about conditions which + +233 +00:17:08,970 --> 00:17:12,210 +might be divided or classified to be political, + +234 +00:17:12,550 --> 00:17:15,190 +social, economic and so on, which can influence + +235 +00:17:15,190 --> 00:17:19,290 +our ability to sell? Of course. Let's give a third + +236 +00:17:19,290 --> 00:17:22,090 +or fourth example. What happened in the West Bank + +237 +00:17:22,090 --> 00:17:26,050 +two days ago or three days ago? There was or there + +238 +00:17:26,050 --> 00:17:29,990 +were massive demonstrations against the + +239 +00:17:29,990 --> 00:17:34,080 +government's economic policy. People or citizens + +240 +00:17:34,080 --> 00:17:39,280 +they were frustrated and angry. Why? Because we + +241 +00:17:39,280 --> 00:17:42,400 +are talking about the standards of living which is + +242 +00:17:42,400 --> 00:17:45,020 +escalating like the rockets and the level of + +243 +00:17:45,020 --> 00:17:48,280 +income is very bad and sometimes the income which + +244 +00:17:48,280 --> 00:17:53,060 +is originally low isn't given to the citizens. So + +245 +00:17:53,060 --> 00:17:56,260 +how the people are going to live or survive? It's + +246 +00:17:56,260 --> 00:18:01,250 +a very hard ship. So this hardship somebody is + +247 +00:18:01,250 --> 00:18:03,710 +going to say, is it going to influence the sales + +248 +00:18:03,710 --> 00:18:07,890 +organization? Of course. But why customers will + +249 +00:18:07,890 --> 00:18:11,950 +not have a capacity to buy? If you are going to + +250 +00:18:11,950 --> 00:18:15,690 +analyze what happened or what are the reasons + +251 +00:18:15,690 --> 00:18:19,130 +behind this hardship, originally it is economic + +252 +00:18:19,130 --> 00:18:24,270 +policies based on Paris Economic Agreement between + +253 +00:18:24,270 --> 00:18:26,890 +Israel and Palestine National Authority. + +254 +00:18:27,960 --> 00:18:31,980 +Therefore, anything in the world might influence + +255 +00:18:31,980 --> 00:18:35,100 +the ability of the sales organization to sell out + +256 +00:18:35,100 --> 00:18:35,980 +their own products. + +257 +00:18:42,060 --> 00:18:46,800 +This is + +258 +00:18:46,800 --> 00:18:49,100 +a continuation for what we have just talked about. + +259 +00:18:49,880 --> 00:18:54,960 +If the organization cannot find an exit, Or if the + +260 +00:18:54,960 --> 00:18:57,100 +organization would like to move beyond the local + +261 +00:18:57,100 --> 00:19:01,900 +market, then they should look what? Globally. This + +262 +00:19:01,900 --> 00:19:03,880 +is the only solution by which we are going to + +263 +00:19:03,880 --> 00:19:06,960 +continue selling and continue gaining profit. + +264 +00:19:07,820 --> 00:19:12,340 +Therefore, all management should adopt appropriate + +265 +00:19:12,340 --> 00:19:16,040 +sales force architecture for global accounts. In + +266 +00:19:16,040 --> 00:19:18,780 +addition, appropriately adjust sales force + +267 +00:19:18,780 --> 00:19:22,020 +measurement, competency creation and motivation + +268 +00:19:22,020 --> 00:19:25,980 +systems to local culture. In addition, the + +269 +00:19:25,980 --> 00:19:28,700 +management should appropriately adjust its own + +270 +00:19:28,700 --> 00:19:32,500 +behavior when interacting and managing people from + +271 +00:19:32,500 --> 00:19:35,640 +various national, ethnic, and cultural + +272 +00:19:35,640 --> 00:19:39,580 +backgrounds. So all these things should be taken + +273 +00:19:39,580 --> 00:19:42,380 +into consideration while we are invading our + +274 +00:19:42,380 --> 00:19:45,760 +global markets. Some of the students might say + +275 +00:19:45,760 --> 00:19:47,940 +that we are exaggerating, especially if we would + +276 +00:19:47,940 --> 00:19:51,660 +like to make a connection between the theory which + +277 +00:19:51,660 --> 00:19:54,150 +we are teaching and the reality which we are + +278 +00:19:54,150 --> 00:19:58,870 +living. In fact, we are not exaggerating. By the + +279 +00:19:58,870 --> 00:20:03,110 +way, our Palestinian industries, and here I am + +280 +00:20:03,110 --> 00:20:07,190 +speaking mainly about Gaza, we are producing very + +281 +00:20:07,190 --> 00:20:11,670 +nice furniture, which are sold in Europe. We are + +282 +00:20:11,670 --> 00:20:14,450 +talking about agricultural products, which are + +283 +00:20:14,450 --> 00:20:17,050 +sold in Europe. And we are talking about many + +284 +00:20:17,050 --> 00:20:20,120 +things. But unfortunately, and because of the + +285 +00:20:20,120 --> 00:20:23,860 +Israeli occupation, we are still suffering in + +286 +00:20:23,860 --> 00:20:27,960 +increasing our sales regarding these items. But we + +287 +00:20:27,960 --> 00:20:31,660 +are not exaggerating. Okay? Any questions or + +288 +00:20:31,660 --> 00:20:36,320 +comments about this? Okay. Now, let's go to + +289 +00:20:36,320 --> 00:20:41,240 +another competency, which is technology. Now, in + +290 +00:20:41,240 --> 00:20:45,640 +technology, all the time we would like to remind + +291 +00:20:45,640 --> 00:20:48,940 +you of something very important. This technology + +292 +00:20:48,940 --> 00:20:54,600 +is something which is essential and vital for any + +293 +00:20:54,600 --> 00:20:58,000 +businesses. If we would like to draw a metaphor + +294 +00:20:58,000 --> 00:21:00,320 +about the technology, it looks like the blood in + +295 +00:21:00,320 --> 00:21:04,240 +the body. In other words, you cannot survive and + +296 +00:21:04,240 --> 00:21:06,900 +you cannot work if you are not going to have + +297 +00:21:06,900 --> 00:21:10,640 +blood. The same thing for technology now. The same + +298 +00:21:10,640 --> 00:21:14,010 +thing for the businesses now. Technology is + +299 +00:21:14,010 --> 00:21:17,590 +something very important and organizations, either + +300 +00:21:17,590 --> 00:21:20,850 +they are sales or non-sales, they cannot survive + +301 +00:21:20,850 --> 00:21:25,550 +or work without it. Therefore, management of the + +302 +00:21:25,550 --> 00:21:28,430 +organizations, they should do their own best in + +303 +00:21:28,430 --> 00:21:31,270 +order to upgrade and develop their capacity of + +304 +00:21:31,270 --> 00:21:34,810 +technology. They should have awareness of the + +305 +00:21:34,810 --> 00:21:38,530 +potential for the technology to increase sales + +306 +00:21:38,530 --> 00:21:42,300 +force efficiency and effectiveness. Also, they + +307 +00:21:42,300 --> 00:21:45,200 +should have experience in using new technology. + +308 +00:21:46,000 --> 00:21:48,720 +Third, they should have an attitude toward + +309 +00:21:48,720 --> 00:21:53,060 +adopting new technology. Technology, it looks like + +310 +00:21:53,060 --> 00:21:57,460 +education. We cannot stop it. Every day we are + +311 +00:21:57,460 --> 00:22:01,280 +talking about technological innovations. Every day + +312 +00:22:01,280 --> 00:22:03,800 +we are talking about technological tools in every + +313 +00:22:03,800 --> 00:22:08,340 +field. In every field. So what is the obligation + +314 +00:22:08,340 --> 00:22:11,220 +now of the management? especially if it is sales. + +315 +00:22:12,100 --> 00:22:15,980 +The management should strive, should work hard to + +316 +00:22:15,980 --> 00:22:18,800 +implement and to utilize this technology in its + +317 +00:22:18,800 --> 00:22:23,540 +own work, which is selling. Let's give a realistic + +318 +00:22:23,540 --> 00:22:29,540 +example. Now, in America, we are talking about a + +319 +00:22:29,540 --> 00:22:33,900 +very famous organization. This organization, you + +320 +00:22:33,900 --> 00:22:37,160 +studied it, it is Walmart. + +321 +00:22:38,940 --> 00:22:45,840 +This Walmart, it's a very wealthy, massive + +322 +00:22:45,840 --> 00:22:53,660 +American business, which major business is sales. + +323 +00:22:54,880 --> 00:22:57,380 +If you are going to say what are the major items + +324 +00:22:57,380 --> 00:22:59,480 +which they are focusing on in their own sales, + +325 +00:22:59,860 --> 00:23:05,760 +almost everything. Clothes, food, beverage, + +326 +00:23:06,260 --> 00:23:11,860 +furniture, electronics, etc, etc, etc. The store + +327 +00:23:11,860 --> 00:23:16,760 +of the Walmart is very huge and very big. It is + +328 +00:23:16,760 --> 00:23:20,620 +almost available in every city in every state. + +329 +00:23:22,910 --> 00:23:26,570 +Nowadays, Walmart, because of their richness and + +330 +00:23:26,570 --> 00:23:30,410 +development, they began opening new branches in + +331 +00:23:30,410 --> 00:23:35,870 +Europe and many cities even in Asia. Now, the + +332 +00:23:35,870 --> 00:23:39,790 +Walmart, believe it or not, if we are going to say + +333 +00:23:39,790 --> 00:23:42,210 +how it is operating and how it is selling, let's + +334 +00:23:42,210 --> 00:23:47,410 +talk a little bit about it. Walmart, generally, it + +335 +00:23:47,410 --> 00:23:52,290 +is opening 8am in the morning. and it shut its own + +336 +00:23:52,290 --> 00:23:56,990 +doors almost 9pm in the evening. If you are going + +337 +00:23:56,990 --> 00:24:00,230 +to wonder how many customers is entering the doors + +338 +00:24:00,230 --> 00:24:02,830 +of the Walmart, they are in thousands and + +339 +00:24:02,830 --> 00:24:06,830 +thousands. And sometimes their number might + +340 +00:24:06,830 --> 00:24:10,730 +increase more than 20,000 customers per day. + +341 +00:24:13,550 --> 00:24:17,930 +Imagine if Ola is a customer and she would like to + +342 +00:24:17,930 --> 00:24:22,380 +buy some items. She is a housewife or she has a + +343 +00:24:22,380 --> 00:24:26,120 +house or whatever or I am a household, I am going + +344 +00:24:26,120 --> 00:24:29,300 +to make a shopping for my family members. Do you + +345 +00:24:29,300 --> 00:24:31,820 +think she is going to buy one item? Of course not. + +346 +00:24:32,960 --> 00:24:35,540 +She is going to buy different items from food, + +347 +00:24:35,980 --> 00:24:38,740 +different items from drinks, different items from + +348 +00:24:38,740 --> 00:24:41,920 +clothes and so on. Simply why? Because we are + +349 +00:24:41,920 --> 00:24:44,400 +making shopping for one week or 18 days or + +350 +00:24:44,400 --> 00:24:47,400 +something like that. The question is the following + +351 +00:24:47,400 --> 00:24:51,620 +now. Look at the cashiers and how they are going + +352 +00:24:51,620 --> 00:24:54,480 +to interact and finalize the sales transaction + +353 +00:24:54,480 --> 00:24:57,440 +efficiently and effectively. + +354 +00:25:00,980 --> 00:25:04,220 +Now, if we are not going to have a technology, + +355 +00:25:04,960 --> 00:25:07,460 +this means we cannot finalize the sales + +356 +00:25:07,460 --> 00:25:10,940 +transaction very quickly. This means we are going + +357 +00:25:10,940 --> 00:25:13,860 +to create problems and delays for our customers. + +358 +00:25:14,400 --> 00:25:17,460 +By the end, our customers are going to panic and + +359 +00:25:17,460 --> 00:25:19,240 +they are going to look for another competitor. + +360 +00:25:20,220 --> 00:25:24,600 +Why? Because you are delaying their transactions. + +361 +00:25:26,040 --> 00:25:29,880 +So imagine we are going to finalize the payments + +362 +00:25:29,880 --> 00:25:34,300 +of Wallet purchasing. So whenever Wallet is going + +363 +00:25:34,300 --> 00:25:37,360 +to come, they have an automated system based on + +364 +00:25:37,360 --> 00:25:40,970 +technology. So every item which she is going to + +365 +00:25:40,970 --> 00:25:45,650 +have, the seller is going to scan it on an + +366 +00:25:45,650 --> 00:25:48,530 +electronic device which is going to show on the + +367 +00:25:48,530 --> 00:25:51,690 +front of the monitor its own price. Like what we + +368 +00:25:51,690 --> 00:25:55,770 +are seeing now currently at the Gaza malls and so + +369 +00:25:55,770 --> 00:25:59,730 +on. That's fine. So if Ola is going to have for + +370 +00:25:59,730 --> 00:26:04,690 +example 30 items of sales, this means the 30 items + +371 +00:26:04,690 --> 00:26:10,390 +of sales will be processed in seconds. Is this all + +372 +00:26:10,390 --> 00:26:15,110 +of the story? No. In addition, the automated + +373 +00:26:15,110 --> 00:26:18,290 +technological system is going to classify the + +374 +00:26:18,290 --> 00:26:22,110 +sales into two branches. One column is going to + +375 +00:26:22,110 --> 00:26:25,410 +allocate the net profit of the Walmart, while the + +376 +00:26:25,410 --> 00:26:29,350 +second column is going to allocate the sales tax, + +377 +00:26:30,230 --> 00:26:34,190 +which should be forwarded to the bank account of + +378 +00:26:34,190 --> 00:26:37,120 +the government. So when the computer is closed + +379 +00:26:37,120 --> 00:26:42,300 +down at 9pm, each partner, either the business or + +380 +00:26:42,300 --> 00:26:44,140 +the sales organization, Walmart in this example, + +381 +00:26:44,480 --> 00:26:47,520 +or the government, they are going to have their + +382 +00:26:47,520 --> 00:26:55,140 +own money from the sales day by day, day by day. + +383 +00:26:55,740 --> 00:26:58,660 +Imagine we do not have such technology and + +384 +00:26:58,660 --> 00:27:02,150 +everything is going to be conducted manually. Do + +385 +00:27:02,150 --> 00:27:04,790 +you think we are able as a business or sales + +386 +00:27:04,790 --> 00:27:09,010 +organization to handle thousands and thousands of + +387 +00:27:09,010 --> 00:27:13,910 +sales transactions? It's very difficult. It's very + +388 +00:27:13,910 --> 00:27:18,270 +difficult. As you remember or as you studied in + +389 +00:27:18,270 --> 00:27:20,610 +business essential number one, we are talking + +390 +00:27:20,610 --> 00:27:23,930 +about now massive movement of commerce. + +391 +00:27:26,470 --> 00:27:30,820 +This is the nature of the businesses today. Any + +392 +00:27:30,820 --> 00:27:33,400 +question or comments about this? Any question or + +393 +00:27:33,400 --> 00:27:38,580 +comments? Okay, let's move to a new thing. Let's + +394 +00:27:38,580 --> 00:27:40,960 +talk about implementing sales force automation. + +395 +00:27:41,260 --> 00:27:43,020 +This is the automated system I think we gave + +396 +00:27:43,020 --> 00:27:46,340 +example about the Walmart. Management should know + +397 +00:27:46,340 --> 00:27:48,700 +what is to be accomplished and the benefits that + +398 +00:27:48,700 --> 00:27:52,780 +are possible. Adapts personal management style and + +399 +00:27:52,780 --> 00:27:55,800 +procedures. And finally, foster sales force + +400 +00:27:55,800 --> 00:27:59,160 +acceptance and use of selling technology. Let's + +401 +00:27:59,160 --> 00:28:04,150 +sit back here. Unfortunately, many of the local + +402 +00:28:04,150 --> 00:28:07,570 +businesses, the Palestinian businesses, sometimes + +403 +00:28:07,570 --> 00:28:10,790 +whenever they would like to think of inserting + +404 +00:28:10,790 --> 00:28:14,170 +technological components in their own businesses, + +405 +00:28:14,570 --> 00:28:17,610 +they are going to be hesitant, too much. But why, + +406 +00:28:17,710 --> 00:28:22,090 +you are hesitant? They will say, it's costly, we + +407 +00:28:22,090 --> 00:28:26,070 +cannot afford it. But at the same time, they + +408 +00:28:26,070 --> 00:28:29,470 +didn't make cost-benefit analysis. If they are + +409 +00:28:29,470 --> 00:28:32,190 +going to make a very sincere realistic cost + +410 +00:28:32,190 --> 00:28:34,810 +-benefit analysis, they will find that the + +411 +00:28:34,810 --> 00:28:37,070 +benefits which they are going to gain is more than + +412 +00:28:37,070 --> 00:28:40,090 +the cost which they will pay for getting this + +413 +00:28:40,090 --> 00:28:44,850 +technology. But unfortunately and generally, many + +414 +00:28:44,850 --> 00:28:47,490 +of the domestic and local businesses are not doing + +415 +00:28:47,490 --> 00:28:52,750 +so. Therefore, many of local businesses are still + +416 +00:28:52,750 --> 00:28:58,090 +suffering from shortages of technological items or + +417 +00:28:58,090 --> 00:29:02,010 +impact or industry. They are not implementing it. + +418 +00:29:03,030 --> 00:29:05,910 +Any questions or comments about this? Move on. + +419 +00:29:07,570 --> 00:29:10,250 +Let's conclude chapter number one. This is an + +420 +00:29:10,250 --> 00:29:13,410 +organizational chart for one of the most famous + +421 +00:29:13,410 --> 00:29:15,750 +sales organization in America, which is called + +422 +00:29:15,750 --> 00:29:19,050 +Procter & Gamble. We are not going to talk about + +423 +00:29:19,050 --> 00:29:22,430 +it in a very detailed way. But generally, or + +424 +00:29:22,430 --> 00:29:25,170 +quickly speaking, you are going to find here we + +425 +00:29:25,170 --> 00:29:27,030 +are talking about different geographical areas, + +426 +00:29:27,590 --> 00:29:31,770 +beginning from Canada, Latin America, Asia, Middle + +427 +00:29:31,770 --> 00:29:35,650 +East, Africa, and US. All these are geographical. + +428 +00:29:37,190 --> 00:29:39,870 +And somebody is going to say, this means what? + +429 +00:29:40,270 --> 00:29:43,730 +This means that this company is selling locally + +430 +00:29:43,730 --> 00:29:47,510 +and globally. Locally and globally. And we talked + +431 +00:29:47,510 --> 00:29:50,290 +about this. In addition, we are talking here about + +432 +00:29:50,290 --> 00:29:54,350 +organizational chart. This organizational chart is + +433 +00:29:54,350 --> 00:29:58,430 +divided into four items. Let's focus on the first + +434 +00:29:58,430 --> 00:30:01,330 +three. The first one, it begins with the word + +435 +00:30:01,330 --> 00:30:04,070 +director. The second, it begins with associate + +436 +00:30:04,070 --> 00:30:08,590 +director. Associate means assistant, assistant + +437 +00:30:08,590 --> 00:30:11,850 +director. And the third one is a manager. Or + +438 +00:30:11,850 --> 00:30:15,230 +finally, we are talking about the accountant. So + +439 +00:30:15,230 --> 00:30:19,390 +these are simply the organizational chart for this + +440 +00:30:19,390 --> 00:30:24,770 +sales company. Anyway, this isn't our point. Our + +441 +00:30:24,770 --> 00:30:26,810 +point is the following. If you are going to + +442 +00:30:26,810 --> 00:30:30,950 +provide you with these three words, Director, + +443 +00:30:30,950 --> 00:30:34,410 +Manager, Officer. What are the differences between + +444 +00:30:34,410 --> 00:30:35,110 +the three words? + +445 +00:30:38,450 --> 00:30:42,350 +If you are going to open an Arabic dictionary, you + +446 +00:30:42,350 --> 00:30:44,450 +are going to find that the meaning of Director is + +447 +00:30:44,450 --> 00:30:47,950 +Mudir, and the meaning of Manager is Mudir, and + +448 +00:30:47,950 --> 00:30:50,590 +the meaning of Officer is Mudir. But in English, + +449 +00:30:50,690 --> 00:30:54,500 +are they the same? No. They are not the same. They + +450 +00:30:54,500 --> 00:30:56,580 +are completely different. So what are the major + +451 +00:30:56,580 --> 00:30:58,800 +differences according to your humble knowledge? + +452 +00:30:59,440 --> 00:31:01,880 +Haneen. Director Romain, he works with the + +453 +00:31:01,880 --> 00:31:04,360 +officers and he supervises the officers and + +454 +00:31:04,360 --> 00:31:07,180 +officers each one is the manager of the + +455 +00:31:07,180 --> 00:31:10,520 +department, he is the chair of the department and + +456 +00:31:10,520 --> 00:31:13,360 +managers you can say that he is the first line and + +457 +00:31:13,360 --> 00:31:17,240 +he works with the workers. With the head of + +458 +00:31:17,240 --> 00:31:20,080 +department. What is the difference between manager + +459 +00:31:20,080 --> 00:31:23,340 +and officer once again? Manager works with the + +460 +00:31:23,340 --> 00:31:26,580 +workers and the officer is the head of the + +461 +00:31:26,580 --> 00:31:28,880 +department. No. + +462 +00:31:31,960 --> 00:31:32,720 +5 out of 10. + +463 +00:31:37,760 --> 00:31:40,820 +Who knows the differences? Okay, now listen. + +464 +00:31:41,320 --> 00:31:43,540 +Somebody is going to ask me, why are you focusing + +465 +00:31:43,540 --> 00:31:46,260 +on these things? Do you know why? Because after + +466 +00:31:46,260 --> 00:31:49,000 +one year, you are going to graduate. And sometimes + +467 +00:31:49,000 --> 00:31:51,200 +you are going to look at advertisements for work. + +468 +00:31:51,920 --> 00:31:54,260 +Some of the advertisements might say, we are + +469 +00:31:54,260 --> 00:31:56,400 +looking for a manager. Others might say, we are + +470 +00:31:56,400 --> 00:31:58,560 +looking for a director. A third might say, we are + +471 +00:31:58,560 --> 00:32:00,780 +looking for an officer. What are the differences? + +472 +00:32:01,040 --> 00:32:05,480 +Exactly. He or + +473 +00:32:05,480 --> 00:32:08,070 +she can be. And what about the two? + +474 +00:32:14,810 --> 00:32:15,330 +Okay, + +475 +00:32:19,090 --> 00:32:24,190 +now listen, be attentive. Generally, whenever we + +476 +00:32:24,190 --> 00:32:28,090 +are going to talk about director, and we are + +477 +00:32:28,090 --> 00:32:31,790 +talking about manager, and we are going to talk + +478 +00:32:31,790 --> 00:32:32,290 +about officer, + +479 +00:32:39,300 --> 00:32:42,900 +The director, he is belonging to the top + +480 +00:32:42,900 --> 00:32:47,700 +management. Manager, he is belonging to the middle + +481 +00:32:47,700 --> 00:32:54,000 +management. Officer, he is belonging to the low + +482 +00:32:54,000 --> 00:32:59,420 +management. Regarding responsibilities, the + +483 +00:32:59,420 --> 00:33:02,320 +director, he is having what? Overall + +484 +00:33:02,320 --> 00:33:03,180 +responsibility. + +485 +00:33:06,110 --> 00:33:11,050 +Exactly. The manager, he is going to have all the + +486 +00:33:11,050 --> 00:33:13,430 +responsibilities of a department. + +487 +00:33:16,910 --> 00:33:22,670 +Or a bureau. For example, bureau, daira. Bureau, + +488 +00:33:22,830 --> 00:33:27,750 +daira. Okay? The officer, he is going to have less + +489 +00:33:27,750 --> 00:33:33,910 +specialized responsibilities. + +490 +00:33:37,910 --> 00:33:43,710 +Then the manager. Let's talk now about + +491 +00:33:43,710 --> 00:33:48,010 +authorities. Director, he has the final or the + +492 +00:33:48,010 --> 00:33:52,910 +ultimate authority. The manager, he has a middle + +493 +00:33:52,910 --> 00:33:59,030 +authority. Officer, he has less authority. Let's + +494 +00:33:59,030 --> 00:34:03,340 +talk about the salary now. Director, the highest. + +495 +00:34:03,640 --> 00:34:07,040 +The manager, less than the director. Officer, less + +496 +00:34:07,040 --> 00:34:11,260 +than the manager. So these are the major + +497 +00:34:11,260 --> 00:34:16,020 +responsibilities of director, manager, officer. + +498 +00:34:16,720 --> 00:34:18,760 +Should we know the differences between them? Yes. + +499 +00:34:19,420 --> 00:34:23,620 +Why? Because we can look at them repeatedly while + +500 +00:34:23,620 --> 00:34:25,980 +we are reviewing and looking at advertisements of + +501 +00:34:25,980 --> 00:34:30,210 +work. So generally and quickly, whenever your eyes + +502 +00:34:30,210 --> 00:34:33,990 +are going to look at the word director, this means + +503 +00:34:33,990 --> 00:34:39,590 +the job is senior, it belongs to top management. + +504 +00:34:40,410 --> 00:34:43,470 +It is challenging, its responsibilities are + +505 +00:34:43,470 --> 00:34:47,670 +massive. But if your eyes are going to look at the + +506 +00:34:47,670 --> 00:34:50,490 +word manager, this means the position belongs to + +507 +00:34:50,490 --> 00:34:54,450 +middle management with responsibilities including + +508 +00:34:54,450 --> 00:34:59,160 +one bureau or one department. officer is less than + +509 +00:34:59,160 --> 00:35:05,280 +the two before any question any comments any + +510 +00:35:05,280 --> 00:35:09,080 +question any comments so far so by this way we are + +511 +00:35:09,080 --> 00:35:11,720 +saying bye bye for chapter number one and next + +512 +00:35:11,720 --> 00:35:15,520 +week inshallah we are going to start working on + +513 +00:35:15,520 --> 00:35:18,920 +chapter number two any question any comments about + +514 +00:35:18,920 --> 00:35:23,120 +chapter number one any question any comments okay + +515 +00:35:23,120 --> 00:35:25,520 +before i'm going to conclude i have something to + +516 +00:35:25,520 --> 00:35:29,500 +say Now, I think last time we divided you into + +517 +00:35:29,500 --> 00:35:34,540 +groups to work in our research group. Now, today + +518 +00:35:34,540 --> 00:35:38,940 +we are going to ask you one by one. According to + +519 +00:35:38,940 --> 00:35:42,800 +your groups, I need a spokeswoman who is going to + +520 +00:35:42,800 --> 00:35:44,880 +speak on behalf of the rest of the members of the + +521 +00:35:44,880 --> 00:35:47,620 +group. I want you to tell me your sales + +522 +00:35:47,620 --> 00:35:51,900 +organization quickly. Let's begin, Iman. Raise + +523 +00:35:51,900 --> 00:35:55,370 +your voice. Alhelou Farm, as you know, Alhelou + +524 +00:35:55,370 --> 00:35:59,050 +Farm, its sales is mainly on pharmaceutical + +525 +00:35:59,050 --> 00:36:00,070 +products. + +526 +00:36:02,250 --> 00:36:04,090 +Okay, that's fine, we'll talk about it. Next. + +527 +00:36:06,170 --> 00:36:12,270 +Andalusia Mall. Next. Say it with your voice + +528 +00:36:12,270 --> 00:36:18,630 +please. Safi Company, + +529 +00:36:19,030 --> 00:36:25,340 +its work or sales is focusing on Food beverage? + +530 +00:36:25,460 --> 00:36:26,120 +Ok, next. + +531 +00:36:29,400 --> 00:36:33,840 +Choco. Choco. The focus. Ok, next. + +532 +00:36:37,260 --> 00:36:39,600 +English, English. Speak with me English please. We + +533 +00:36:39,600 --> 00:36:44,640 +must take some information from the company + +534 +00:36:44,640 --> 00:36:47,820 +itself. Ok, next. + +535 +00:36:51,350 --> 00:36:53,550 +Phone houses company? You mean the Palestinian + +536 +00:36:53,550 --> 00:36:57,510 +telecommunication company? Four houses? + +537 +00:36:58,590 --> 00:37:02,030 +It focuses on what? What are the sales? Cosmetics. + +538 +00:37:02,150 --> 00:37:03,210 +Cosmetics. Okay, next. + +539 +00:37:06,010 --> 00:37:11,390 +It was taken. We want something new. It focuses on + +540 +00:37:11,390 --> 00:37:11,610 +what? + +541 +00:37:14,750 --> 00:37:16,290 +Specifically. Specifically. + +542 +00:37:20,910 --> 00:37:23,330 +It is in sales. We are talking about private + +543 +00:37:23,330 --> 00:37:29,650 +sector, sales company. It must be private. You are + +544 +00:37:29,650 --> 00:37:31,450 +studying business. We are talking about business, + +545 +00:37:31,590 --> 00:37:37,010 +not NGOs, not human. Did you know now why I asked + +546 +00:37:37,010 --> 00:37:40,070 +you to provide me with the name? You should + +547 +00:37:40,070 --> 00:37:43,610 +collect a right address for a company which would + +548 +00:37:43,610 --> 00:37:50,870 +like to search. This is rejected. Was it? Go on, + +549 +00:37:51,110 --> 00:37:51,390 +next. + +550 +00:37:55,870 --> 00:37:56,630 +Anybody else? + +551 +00:37:59,270 --> 00:38:02,950 +Okay now, we are going to stop here. Next time, I + +552 +00:38:02,950 --> 00:38:04,990 +want the groups who didn't announce their + +553 +00:38:04,990 --> 00:38:09,010 +organizations to speak up. And by the way, any + +554 +00:38:09,010 --> 00:38:11,870 +group which picked up an organization, this + +555 +00:38:11,870 --> 00:38:15,090 +organization must not be repeated by another + +556 +00:38:15,090 --> 00:38:19,710 +group. Clear? See you next time, thank you very + +557 +00:38:19,710 --> 00:38:19,870 +much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI.srt new file mode 100644 index 0000000000000000000000000000000000000000..70fbacda2e1978e7b296e5f00147e1dbe2b67616 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI.srt @@ -0,0 +1,1863 @@ +1 +00:00:21,080 --> 00:00:24,380 +Good morning. Today we are going to begin with a + +2 +00:00:24,380 --> 00:00:27,060 +new chapter. This chapter is going to be the fifth + +3 +00:00:27,060 --> 00:00:29,540 +chapter. As you can see, its title is going to + +4 +00:00:29,540 --> 00:00:31,660 +focus on something called Customer Interaction + +5 +00:00:31,660 --> 00:00:34,620 +Management. Now, as we said at the very beginning, + +6 +00:00:35,140 --> 00:00:37,040 +if you are going to ask yourself what is the most + +7 +00:00:37,040 --> 00:00:39,440 +challenging and difficult thing which you can + +8 +00:00:39,440 --> 00:00:42,040 +experience in your daily life, the answer is going + +9 +00:00:42,040 --> 00:00:46,100 +to be dealing with people. This challenge is going + +10 +00:00:46,100 --> 00:00:48,420 +to be in the view or in the path of the + +11 +00:00:48,420 --> 00:00:52,630 +salesperson's work. In other words, salespersons + +12 +00:00:52,630 --> 00:00:55,190 +are going to continuously deal + +13 +00:00:55,190 --> 00:01:00,350 +with customers or people. So to deal with + +14 +00:01:00,350 --> 00:01:03,850 +people, this means we have to talk about required + +15 +00:01:03,850 --> 00:01:08,070 +specific skills. These skills must be acquired by + +16 +00:01:08,070 --> 00:01:10,090 +the salesperson so that they can convince + +17 +00:01:10,090 --> 00:01:15,650 +customers of buying their products or services. + +18 +00:01:16,570 --> 00:01:20,420 +Now let's start. So if you would like to improve + +19 +00:01:20,420 --> 00:01:23,140 +our chances of success, let's ask what's the + +20 +00:01:23,140 --> 00:01:27,000 +meaning of success here? The success of convincing + +21 +00:01:27,000 --> 00:01:32,480 +customers to come and buy from us. The success of + +22 +00:01:32,480 --> 00:01:38,460 +convincing customers to come and buy from us. So + +23 +00:01:38,460 --> 00:01:41,260 +here we are going to talk about specific skills, + +24 +00:01:42,280 --> 00:01:45,740 +specific tips or advice which should be acquired + +25 +00:01:45,740 --> 00:01:51,600 +by the salesperson. which should be pursued by the + +26 +00:01:51,600 --> 00:01:55,760 +salesperson. Tip number one, we have to build + +27 +00:01:55,760 --> 00:02:00,620 +awareness. Awareness about what? Awareness about + +28 +00:02:00,620 --> 00:02:03,720 +the market where we are working in. Awareness + +29 +00:02:03,720 --> 00:02:06,400 +about the community. Awareness about the people. + +30 +00:02:06,760 --> 00:02:09,140 +Awareness about the customers. What are their own + +31 +00:02:09,140 --> 00:02:11,960 +traditions? What they like? What they dislike? And + +32 +00:02:11,960 --> 00:02:14,920 +so on. All these things are embedded with one + +33 +00:02:14,920 --> 00:02:20,180 +word, which is building awareness. Tip number two, + +34 +00:02:20,840 --> 00:02:24,160 +all salespersons must get on the short + +35 +00:02:24,160 --> 00:02:27,340 +list. When we are referring to the short list, + +36 +00:02:27,880 --> 00:02:30,180 +this list should include all the names of the + +37 +00:02:30,180 --> 00:02:34,220 +potential customers. All the names of the + +38 +00:02:34,220 --> 00:02:38,020 +potential customers. Customers who can come and + +39 +00:02:38,020 --> 00:02:43,000 +buy from our own products or services. In other + +40 +00:02:43,000 --> 00:02:46,020 +words, here we are talking about designing and + +41 +00:02:46,020 --> 00:02:49,880 +creating a database of all potential customers + +42 +00:02:49,880 --> 00:02:54,760 +who can deal with us. Three, all salespersons + +43 +00:02:54,760 --> 00:02:56,960 +must demonstrate or should demonstrate + +44 +00:02:56,960 --> 00:03:02,020 +how your proposal meets company needs. If you are + +45 +00:03:02,020 --> 00:03:05,060 +talking about how our proposal or products or + +46 +00:03:05,060 --> 00:03:08,740 +services are meeting our customer needs and + +47 +00:03:08,740 --> 00:03:11,040 +demands, this means here we are talking about + +48 +00:03:11,040 --> 00:03:13,020 +something called relating skill. + +49 +00:03:17,170 --> 00:03:19,010 +Relating skill. What's the meaning of relating + +50 +00:03:19,010 --> 00:03:22,850 +skill? To relate two things. One thing to relate + +51 +00:03:22,850 --> 00:03:25,010 +the need of the customer along with our own + +52 +00:03:25,010 --> 00:03:29,530 +product or service. If you are able to relate these + +53 +00:03:29,530 --> 00:03:33,430 +two dimensions, then we are talking about what? We + +54 +00:03:33,430 --> 00:03:36,090 +can convince how the proposal meets the company's + +55 +00:03:36,090 --> 00:03:38,750 +needs. With the company here, be careful. It is a + +56 +00:03:38,750 --> 00:03:44,780 +customer. Clear? Okay. Tip number four or advice + +57 +00:03:44,780 --> 00:03:47,940 +number four, all salespersons should directly + +58 +00:03:47,940 --> 00:03:51,480 +address the decision makers' personal needs. If you + +59 +00:03:51,480 --> 00:03:54,180 +remember in chapter number four when we talked + +60 +00:03:54,180 --> 00:03:58,780 +about time management, don't waste your time by + +61 +00:03:58,780 --> 00:04:02,740 +targeting or speaking with people who do not have + +62 +00:04:02,740 --> 00:04:06,200 +the final decision-making power regarding buying or purchasing. + +63 +00:04:07,670 --> 00:04:11,070 +So, all the time, try to talk or address directly + +64 +00:04:11,070 --> 00:04:13,910 +with the persons who possess the decision- + +65 +00:04:13,910 --> 00:04:16,630 +making power. + +66 +00:04:18,710 --> 00:04:23,130 +Finally, be prepared for buyer's remorse. What's the + +67 +00:04:23,130 --> 00:04:26,670 +meaning of the word remorse here? Regret. What's + +68 +00:04:26,670 --> 00:04:29,370 +the meaning of regret? Exactly, nadam, now. + +69 +00:04:30,870 --> 00:04:32,790 +[Someone's name] is going to wonder, why are we going to + +70 +00:04:32,790 --> 00:04:36,680 +talk about remorse? Simply because it is + +71 +00:04:36,680 --> 00:04:42,120 +impossible to satisfy every single customer who is + +72 +00:04:42,120 --> 00:04:44,620 +going to come and buy from you. It's impossible. + +73 +00:04:46,160 --> 00:04:50,260 +So what should we do? We should prepare ourselves + +74 +00:04:50,260 --> 00:04:54,240 +to handle dissatisfied, discontented buyers. + +75 +00:04:56,480 --> 00:05:03,630 +How are we going to handle him or her? By addressing + +76 +00:05:03,630 --> 00:05:08,370 +him or her in a very polite, quiet tone in which we are + +77 +00:05:08,370 --> 00:05:12,210 +going to make him or her calm down and later on + +78 +00:05:12,210 --> 00:05:15,490 +we will try to fix this problem or the things + +79 +00:05:15,490 --> 00:05:18,590 +which went wrong with this customer or offer + +80 +00:05:18,590 --> 00:05:22,970 +compensation if it is required. And this is the + +81 +00:05:22,970 --> 00:05:26,290 +meaning of what? Be ready for buyer's remorse. And + +82 +00:05:26,290 --> 00:05:31,160 +this is going to happen sooner or later. So these + +83 +00:05:31,160 --> 00:05:35,160 +are briefly the major five pieces of advice which sales + +84 +00:05:35,160 --> 00:05:38,680 +persons should acquire when or if they would like + +85 +00:05:38,680 --> 00:05:45,620 +to improve their success in closing sales + +86 +00:05:45,620 --> 00:05:48,680 +transactions. Any questions or comments about this + +87 +00:05:48,680 --> 00:05:53,660 +part? Is it clear? Let's talk about another thing. + +88 +00:05:56,230 --> 00:05:59,730 +The major or the second topic in today's class is + +89 +00:05:59,730 --> 00:06:03,990 +one word which is called interaction. This + +90 +00:06:03,990 --> 00:06:06,390 +interaction, according to the science of sales + +91 +00:06:06,390 --> 00:06:09,090 +management, is classified into three stages or phases. Stage number one, pre- + +92 +00:06:13,210 --> 00:06:15,970 +interaction. Stage number two, interaction + +93 +00:06:15,970 --> 00:06:19,170 +itself. Stage number three, post-interaction. + +94 +00:06:19,810 --> 00:06:23,150 +Let's talk about them. So in the pre-interaction, + +95 +00:06:23,810 --> 00:06:27,530 +remember, we are talking about all the actions, + +96 +00:06:27,750 --> 00:06:30,150 +all the deeds, all the things which we are going + +97 +00:06:30,150 --> 00:06:33,730 +to do as a salesperson before communicating or + +98 +00:06:33,730 --> 00:06:38,110 +talking with our customer. So in other words, + +99 +00:06:38,210 --> 00:06:40,230 +we are talking about something called pre-call + +100 +00:06:40,230 --> 00:06:46,430 +planning. Pre-call planning. Everything must be + +101 +00:06:46,430 --> 00:06:48,910 +planned in advance before we are going to + +102 +00:06:48,910 --> 00:06:52,170 +communicate even a single word with our + +103 +00:06:52,170 --> 00:06:55,530 +customer. This stage we called it pre- + +104 +00:06:55,530 --> 00:06:56,410 +interaction. + +105 +00:06:58,630 --> 00:07:01,970 +Later on, after we are going to plan well for this + +106 +00:07:01,970 --> 00:07:05,190 +phase number one, we will go on with phase number + +107 +00:07:05,190 --> 00:07:08,910 +two, which is interaction itself. In interaction + +108 +00:07:08,910 --> 00:07:11,670 +itself, we are talking about various actions and + +109 +00:07:11,670 --> 00:07:16,590 +activities which are going to happen while we are + +110 +00:07:16,590 --> 00:07:19,750 +communicating with the customer. While we are + +111 +00:07:19,750 --> 00:07:24,140 +communicating with the customer, including Number + +112 +00:07:24,140 --> 00:07:27,120 +one, interacting with the decision makers or the + +113 +00:07:27,120 --> 00:07:29,820 +customer. Two, calling on the skills in their + +114 +00:07:29,820 --> 00:07:33,120 +relationships. Three, discovery. Discovery of the + +115 +00:07:33,120 --> 00:07:37,040 +needs of the customers. Four, advocating for our + +116 +00:07:37,040 --> 00:07:39,920 +products and services which we are offering to be + +117 +00:07:39,920 --> 00:07:43,560 +sold or to be bought by the customers. Five, + +118 +00:07:44,280 --> 00:07:47,420 +handling objections. Six, closing a business + +119 +00:07:47,420 --> 00:07:52,300 +transaction or a business deal. So all these are + +120 +00:07:52,300 --> 00:07:55,720 +deeds or actions which are going to happen in the + +121 +00:07:55,720 --> 00:07:56,500 +interaction phase. + +122 +00:08:01,240 --> 00:08:03,940 +After we finish this, we will go + +123 +00:08:03,940 --> 00:08:05,780 +to the final phase of the interaction which is + +124 +00:08:05,780 --> 00:08:09,760 +called post-interaction. In the post-interaction, + +125 +00:08:10,260 --> 00:08:13,480 +we are referring to the activities which will + +126 +00:08:13,480 --> 00:08:17,540 +happen after the closing or the closure of the + +127 +00:08:17,540 --> 00:08:22,350 +business transaction or closing a deal. They are + +128 +00:08:22,350 --> 00:08:24,550 +going to include something called supporting + +129 +00:08:24,550 --> 00:08:31,010 +skills. Supporting skills are various. They + +130 +00:08:31,010 --> 00:08:34,410 +include maintenance; they include customer + +131 +00:08:34,410 --> 00:08:40,490 +service; they include insurance and so on. All + +132 +00:08:40,490 --> 00:08:42,730 +these are part and parcel of a package which is + +133 +00:08:42,730 --> 00:08:45,550 +called support. In other words, we are + +134 +00:08:45,550 --> 00:08:49,050 +supporting the buyer's decision to go ahead and + +135 +00:08:49,050 --> 00:08:53,650 +buy. He or she should not worry about anything + +136 +00:08:53,650 --> 00:08:57,430 +regarding the consequences that he or she is + +137 +00:08:57,430 --> 00:09:00,450 +going to encounter after closing a business + +138 +00:09:00,450 --> 00:09:07,230 +transaction. Clear? Any questions or comments? In + +139 +00:09:07,230 --> 00:09:11,790 +the final exam, I might ask you this question and + +140 +00:09:11,790 --> 00:09:13,350 +ask you to state whether the following sentence is true or + +141 +00:09:13,350 --> 00:09:20,370 +false. For example, a salesperson should possess + +142 +00:09:20,370 --> 00:09:24,930 +the skill of discovering the needs of the customer + +143 +00:09:24,930 --> 00:09:31,430 +in the post-interaction phase. False. Interaction + +144 +00:09:32,130 --> 00:09:34,630 +So what is the word that makes this sentence + +145 +00:09:34,630 --> 00:09:39,670 +false? The word "post". Are you + +146 +00:09:39,670 --> 00:09:42,250 +following me? Yes sir. What do you mean by false + +147 +00:09:42,250 --> 00:09:45,110 +interaction? [Arabic phrase]. A salesperson should + +148 +00:09:45,110 --> 00:09:49,880 +possess, should acquire, the skill of discovering + +149 +00:09:49,880 --> 00:09:58,040 +the needs of the customer in the post-interaction + +150 +00:09:58,040 --> 00:10:02,380 +phase. The answer is false because of the word + +151 +00:10:02,380 --> 00:10:06,440 +"post". We should delete it. If we delete it, it is + +152 +00:10:06,440 --> 00:10:11,900 +going to be correct. Clear? Any questions or + +153 +00:10:11,900 --> 00:10:18,300 +comments about this? Look at her. After we + +154 +00:10:18,300 --> 00:10:23,640 +classify the interaction into three phases, this + +155 +00:10:23,640 --> 00:10:27,560 +means we are going to talk about the skills which + +156 +00:10:27,560 --> 00:10:33,980 +should be available in + +157 +00:10:33,980 --> 00:10:38,370 +every single phase. So, therefore, now we are + +158 +00:10:38,370 --> 00:10:40,990 +going to talk about the skills which should be + +159 +00:10:40,990 --> 00:10:44,190 +possessed by the salesperson in every single + +160 +00:10:44,190 --> 00:10:46,490 +phase. Let's begin with the first one, which is + +161 +00:10:46,490 --> 00:10:51,030 +pre-interaction. In the pre-interaction, we are + +162 +00:10:51,030 --> 00:10:53,710 +talking about a group or a set of skills that + +163 +00:10:53,710 --> 00:10:55,630 +should be acquired by the salesperson, beginning + +164 +00:10:55,630 --> 00:10:59,870 +with setting objectives. Number two, knowledge + +165 +00:10:59,870 --> 00:11:03,250 +management, information gathering, and finally, + +166 +00:11:03,530 --> 00:11:06,160 +rehearsal. What's the meaning of rehearsal? + +167 +00:11:07,560 --> 00:11:12,380 +Exactly. The salesperson should rehearse the offer + +168 +00:11:12,380 --> 00:11:15,480 +which he or she is going to present to the + +169 +00:11:15,480 --> 00:11:20,000 +customer in the interaction phase. Or + +170 +00:11:20,000 --> 00:11:24,260 +practice it. And rehearsal, it looks like a kind + +171 +00:11:24,260 --> 00:11:27,860 +of drilling, a kind of training. Why are we going + +172 +00:11:27,860 --> 00:11:30,400 +to train or rehearse? So that we are not going to + +173 +00:11:30,400 --> 00:11:33,260 +make any mistakes in front of the customer. + +174 +00:11:33,260 --> 00:11:37,510 +We are going to form a + +175 +00:11:37,510 --> 00:11:44,710 +good image of myself as a salesperson. Clear? In + +176 +00:11:44,710 --> 00:11:47,190 +the interaction phase, we are talking about a + +177 +00:11:47,190 --> 00:11:50,090 +different set of skills. Beginning with relating, + +178 +00:11:50,730 --> 00:11:52,470 +this is something we have just talked about. + +179 +00:11:52,630 --> 00:11:55,230 +To relate the need of the customer along with the + +180 +00:11:55,230 --> 00:11:58,210 +product that he offers. Number two, needs + +181 +00:11:58,210 --> 00:12:02,450 +discovery. Three, advocating. And finally, closing + +182 +00:12:02,450 --> 00:12:07,660 +a business transaction or a deal. The third set of + +183 +00:12:07,660 --> 00:12:10,060 +skills which should be acquired or gained by + +184 +00:12:10,060 --> 00:12:12,700 +the salesperson in the post-interaction begins + +185 +00:12:12,700 --> 00:12:17,120 +with supporting. Supporting what? The decision of + +186 +00:12:17,120 --> 00:12:21,800 +buying, through providing maintenance, + +187 +00:12:22,540 --> 00:12:27,520 +insurance, guarantee, warranty and so on. Two, + +188 +00:12:27,700 --> 00:12:31,520 +implementing. In other words, what you said or + +189 +00:12:31,520 --> 00:12:34,600 +promised should + +190 +00:12:34,600 --> 00:12:37,450 +be implemented. It should be + +191 +00:12:37,450 --> 00:12:42,030 +implemented. Three, dealing with the + +192 +00:12:42,030 --> 00:12:45,050 +dissatisfaction or remorse of the + +193 +00:12:45,050 --> 00:12:48,230 +customer. How are you going to handle him or her? + +194 +00:12:48,870 --> 00:12:50,610 +How are you going to satisfy them? How are you + +195 +00:12:50,610 --> 00:12:52,810 +going to overcome the problem or trouble that + +196 +00:12:52,810 --> 00:12:56,650 +happened? Skill number four, which is the last one, + +197 +00:12:56,650 --> 00:13:00,820 +is enhancing the relationship. If you are going to + +198 +00:13:00,820 --> 00:13:04,180 +do all these things, this means for sure you are + +199 +00:13:04,180 --> 00:13:06,720 +going to enhance this relationship. You will + +200 +00:13:06,720 --> 00:13:08,940 +create a + +223 +00:14:37,830 --> 00:14:42,050 +benefits. Some mothers are going to say, this + +224 +00:14:42,050 --> 00:14:44,510 +isn't clear. That's fine, we will go on. + +225 +00:14:45,390 --> 00:14:49,030 +Benefitizing means, once again, how to transfer a + +226 +00:14:49,030 --> 00:14:52,970 +specification of a product into benefits. Why? + +227 +00:14:53,450 --> 00:14:55,750 +Because the customer doesn't care about the + +228 +00:14:55,750 --> 00:14:58,650 +specification of the product or the service. What + +229 +00:14:58,650 --> 00:15:01,910 +he focuses on is one thing: how we will utilize + +230 +00:15:01,910 --> 00:15:06,390 +this product, how will we benefit from it. So the + +231 +00:15:06,390 --> 00:15:10,730 +focus is on the benefits because the customer wants + +232 +00:15:10,730 --> 00:15:14,290 +benefits, not what? The specifications. The product + +233 +00:15:14,290 --> 00:15:16,590 +is standardized when it is going to be sold and + +234 +00:15:16,590 --> 00:15:19,770 +used by the majority of customers. Remember this. + +235 +00:15:20,790 --> 00:15:25,570 +Majority of customers. And there are no specific + +236 +00:15:25,570 --> 00:15:28,810 +characteristics needed. We do not care about, or we + +237 +00:15:28,810 --> 00:15:30,810 +do not consider, any characteristics or features. + +238 +00:15:31,330 --> 00:15:33,950 +This isn't our priority. Where? In the + +239 +00:15:33,950 --> 00:15:39,290 +standardized model of sales. So if the buyer's + +240 +00:15:39,290 --> 00:15:42,630 +decision-making process is a very complex decision, this + +241 +00:15:42,630 --> 00:15:47,110 +model does not fit. It is going to be + +242 +00:15:47,110 --> 00:15:48,350 +disadvantageous to use it. + +243 +00:15:51,290 --> 00:15:54,710 +Simply because the standardized model, Farah, it + +244 +00:15:54,710 --> 00:15:59,930 +considers consumed products or services. Consumed + +245 +00:15:59,930 --> 00:16:02,710 +products or services which are sold or consumed + +246 +00:16:02,710 --> 00:16:09,510 +daily by the majority of people. Exactly. So + +247 +00:16:09,510 --> 00:16:11,570 +if you are going to talk about the cost, as Amna + +248 +00:16:11,570 --> 00:16:16,090 +said, we are talking about a cheap cost for these + +249 +00:16:16,090 --> 00:16:21,510 +products or services. So the standardized model is + +250 +00:16:21,510 --> 00:16:24,190 +most appropriate when a product is standardized or + +251 +00:16:24,190 --> 00:16:28,110 +when the benefits are the same for all customers. + +252 +00:16:29,410 --> 00:16:35,200 +For all customers. Now, if you are going to give + +253 +00:16:35,200 --> 00:16:39,300 +an example, for you, all the items of the product + +254 +00:16:39,300 --> 00:16:42,280 +and the food, they can be sold according to this + +255 +00:16:42,280 --> 00:16:47,360 +standardized model. So to sum up, we can write + +256 +00:16:47,360 --> 00:16:52,040 +down one word: items, products and services + +257 +00:16:52,040 --> 00:16:55,040 +which are offered by, for example, supermarkets. + +258 +00:16:58,780 --> 00:17:03,630 +So the supermarket's location is adopting this + +259 +00:17:03,630 --> 00:17:05,770 +model of sales, which is called the standard sales + +260 +00:17:05,770 --> 00:17:09,530 +model. So the salespeople in supermarkets and + +261 +00:17:09,530 --> 00:17:12,850 +small groceries and shops, they should depend on + +262 +00:17:12,850 --> 00:17:15,550 +this model, which is called the standard sales model. + +263 +00:17:16,750 --> 00:17:21,650 +Why? We are talking about products or services + +264 +00:17:21,650 --> 00:17:24,070 +which are consumed by the majority or by all the + +265 +00:17:24,070 --> 00:17:28,110 +people. We are talking about cheap prices and we + +266 +00:17:28,110 --> 00:17:30,770 +are not talking about complex sales situations. + +267 +00:17:32,000 --> 00:17:34,800 +We are not talking about complex situations of + +268 +00:17:34,800 --> 00:17:39,540 +sales, but the situations are very simple. So this + +269 +00:17:39,540 --> 00:17:41,560 +is the model which should be implemented in these + +270 +00:17:41,560 --> 00:17:44,480 +scenarios, which we call the standardized model. + +271 +00:17:45,780 --> 00:17:52,120 +Clear? Let's go now to the second model. The + +272 +00:17:52,120 --> 00:17:54,600 +second model—we are going, of course, to delete + +273 +00:17:54,600 --> 00:17:57,380 +this word and we are going to write another word, + +274 +00:17:57,460 --> 00:18:01,670 +but after a while. Here we are talking about a + +275 +00:18:01,670 --> 00:18:05,070 +model which is called Need Satisfaction. The Need + +276 +00:18:05,070 --> 00:18:08,270 +Satisfaction model is oriented at discovering or to + +277 +00:18:08,270 --> 00:18:10,630 +discovering and meeting customer needs. This is + +278 +00:18:10,630 --> 00:18:16,130 +the keyword. What do you need? So, needs discovery + +279 +00:18:16,130 --> 00:18:18,470 +is achieved by skillfully asking questions that + +280 +00:18:18,470 --> 00:18:21,330 +will elicit customer buying needs. + +281 +00:18:23,410 --> 00:18:28,780 +Here, remember, the customer is confused, and the + +282 +00:18:28,780 --> 00:18:32,740 +customer cannot find a clear-cut answer for the + +283 +00:18:32,740 --> 00:18:37,440 +things which he or she needs. So this customer + +284 +00:18:37,440 --> 00:18:42,740 +needs help, and this help will be offered by the + +285 +00:18:42,740 --> 00:18:47,020 +salesperson. So needs discovery takes place early + +286 +00:18:47,020 --> 00:18:49,120 +in the selling cycle, often during the first call, + +287 +00:18:49,760 --> 00:18:51,700 +and replaces the presentation as the most + +288 +00:18:51,700 --> 00:18:55,110 +important step in the selling process. So the + +289 +00:18:55,110 --> 00:18:58,370 +salesperson here should not make a marketing + +290 +00:18:58,370 --> 00:19:02,790 +presentation, but he should ask questions to + +291 +00:19:02,790 --> 00:19:05,730 +elicit information so that he can recommend what + +292 +00:19:05,730 --> 00:19:10,310 +the customer needs. This is inherent in the need satisfaction + +293 +00:19:10,310 --> 00:19:14,830 +model. But in the standardized model, the + +294 +00:19:14,830 --> 00:19:18,510 +salesperson is presenting. He or she is making a + +295 +00:19:18,510 --> 00:19:20,350 +presentation about the products or the services + +296 +00:19:20,350 --> 00:19:25,830 +which they are trying to sell. Now, according to + +297 +00:19:25,830 --> 00:19:28,730 +customer needs, we produce products, and these + +298 +00:19:28,730 --> 00:19:33,190 +products are appropriate for specific people. And + +299 +00:19:33,190 --> 00:19:36,330 +we didn't say the majority of people or all the + +300 +00:19:36,330 --> 00:19:41,690 +people. Also, it is appropriate for consultative + +301 +00:19:41,690 --> 00:19:44,370 +selling types. So the relationship that connects between + +302 +00:19:44,370 --> 00:19:47,590 +the customer and the buyer is consultative. + +303 +00:19:49,750 --> 00:19:52,630 +So if you are going to give an example: all the + +304 +00:19:52,630 --> 00:19:55,670 +products and the services which are offered by the + +305 +00:19:55,670 --> 00:19:59,250 +pharmacies, for example, they are classified as + +306 +00:19:59,250 --> 00:20:01,670 +need satisfaction. + +307 +00:20:04,810 --> 00:20:08,290 +Okay, give me a minute. Why are we + +308 +00:20:08,290 --> 00:20:12,610 +saying a pharmacy often uses a model which + +309 +00:20:12,610 --> 00:20:17,110 +is called need satisfaction? For various reasons. + +310 +00:20:17,820 --> 00:20:21,320 +For various reasons. Number one, the patient or + +311 +00:20:21,320 --> 00:20:24,000 +the customer—the customer might be a patient—he + +312 +00:20:24,000 --> 00:20:26,840 +or she does not know how to diagnose what they + +313 +00:20:26,840 --> 00:20:32,400 +need. Second, we are talking about what? Specific + +314 +00:20:32,400 --> 00:20:35,340 +people who are suffering from a specific need or who + +315 +00:20:35,340 --> 00:20:39,560 +need to satisfy a specific need. Third, we are + +316 +00:20:39,560 --> 00:20:41,860 +talking about a consultative relationship between + +317 +00:20:41,860 --> 00:20:45,740 +the pharmacist, the seller, and the patient, the + +318 +00:20:45,740 --> 00:20:49,080 +customer. It's up to the customer to take it or to + +319 +00:20:49,080 --> 00:20:52,920 +leave it. For these three major reasons, the + +320 +00:20:52,920 --> 00:20:56,260 +pharmacy or pharmacists are considered to be + +321 +00:20:56,260 --> 00:21:00,200 +a good example of representing the need satisfaction + +322 +00:21:00,200 --> 00:21:02,080 +model. Your question, your comments. + +323 +00:21:07,480 --> 00:21:11,140 +We do not want to use the word "problem." We do not want to + +324 +00:21:11,140 --> 00:21:13,910 +use it. Because after a while, we will talk about + +325 +00:21:13,910 --> 00:21:17,910 +a third model, which uses the word "problem." So + +326 +00:21:17,910 --> 00:21:19,770 +we prefer to use the word "need." + +327 +00:21:25,510 --> 00:21:30,350 +We would like to call it "need." Because the two + +328 +00:21:30,350 --> 00:21:32,710 +scenarios are completely different. If you + +329 +00:21:32,710 --> 00:21:34,910 +are going to give me a few minutes, everything + +330 +00:21:34,910 --> 00:21:38,710 +will be clear in your mind. So far, Mrs. Herr, + +331 +00:21:39,390 --> 00:21:41,430 +this is considered to be a good example of + +332 +00:21:41,430 --> 00:21:45,130 +representing the need satisfaction model. Are we + +333 +00:21:45,130 --> 00:21:47,070 +talking about other examples? We can talk about + +334 +00:21:47,070 --> 00:21:54,070 +millions of examples. Okay? Clear? Let's go to the + +335 +00:21:54,070 --> 00:21:57,730 +final one now. The final and the third model in + +336 +00:21:57,730 --> 00:21:59,990 +today's class, we would like to talk about + +337 +00:21:59,990 --> 00:22:06,050 +something called the problem-solution model. Why we + +338 +00:22:06,050 --> 00:22:09,530 +didn't use the word "problem" in the need + +339 +00:22:09,530 --> 00:22:14,930 +satisfaction model? The scenario of sales + +340 +00:22:14,930 --> 00:22:17,430 +is very complex and complicated. + +341 +00:22:21,350 --> 00:22:25,350 +It is more complicated than the scenario of sales + +342 +00:22:25,350 --> 00:22:31,150 +under the need satisfaction model. So, it is similar + +343 +00:22:31,150 --> 00:22:34,270 +to the need satisfaction model in one thing: + +344 +00:22:34,270 --> 00:22:37,670 +both models involve analysis of + +345 +00:22:37,670 --> 00:22:41,690 +the customer's circumstances. What's the meaning + +346 +00:22:41,690 --> 00:22:44,430 +of both models? The problem-solution model + +347 +00:22:44,430 --> 00:22:48,170 +and the need satisfaction model. Both of them + +348 +00:22:48,170 --> 00:22:52,190 +use analysis of each customer's + +349 +00:22:52,190 --> 00:22:56,530 +circumstances. But here, the problem-solution + +350 +00:22:56,530 --> 00:22:59,990 +model is different. Why? Because the problem + +351 +00:22:59,990 --> 00:23:03,990 +solution is based on more formal studies. Focus on + +352 +00:23:03,990 --> 00:23:07,430 +the words "formal studies," which means research, + +353 +00:23:07,890 --> 00:23:14,450 +which means more time, more effort. So the + +354 +00:23:14,450 --> 00:23:17,450 +sales situation is going to be extremely + +355 +00:23:17,450 --> 00:23:24,830 +complex. Very complex. Okay. So the customer's + +356 +00:23:24,830 --> 00:23:26,610 +operation, and this needs to get customer + +357 +00:23:26,610 --> 00:23:31,270 +permission to conduct. Also, we should get what? A + +358 +00:23:31,270 --> 00:23:34,270 +permission from the customer not only to give them a + +359 +00:23:34,270 --> 00:23:38,230 +recommended solution, but also to research the + +360 +00:23:38,230 --> 00:23:42,510 +problem from the very beginning. To research the + +361 +00:23:42,510 --> 00:23:46,310 +problem from the very beginning. So this selling + +362 +00:23:46,310 --> 00:23:49,390 +model usually involves significant dollar + +363 +00:23:49,390 --> 00:23:52,550 +expenditures. So we are talking also about what? + +364 +00:23:57,140 --> 00:24:01,880 +Expensive sales, in contrast with need assessment. + +365 +00:24:01,880 --> 00:24:04,940 +The need assessment—we are not talking about very + +366 +00:24:04,940 --> 00:24:10,640 +expensive sales. They are cheap, okay, or even we + +367 +00:24:10,640 --> 00:24:15,420 +can say they are moderate sales. Also, the selling + +368 +00:24:15,420 --> 00:24:18,880 +cycle may be quite long because we would like + +369 +00:24:18,880 --> 00:24:22,080 +to talk about formal studies, research. Oh, this is + +370 +00:24:22,080 --> 00:24:27,220 +a very time-consuming process. With examples that should + +371 +00:24:27,220 --> 00:24:30,240 +adopt this kind of sales, we call them all the + +372 +00:24:30,240 --> 00:24:32,480 +companies, all the firms that are dealing with + +373 +00:24:32,480 --> 00:24:35,880 +computer systems, advertising campaigns and + +374 +00:24:35,880 --> 00:24:42,180 +information systems, audits, etc. Now, the + +375 +00:24:42,180 --> 00:24:44,520 +problem—or the issue—is to identify the customer + +376 +00:24:44,520 --> 00:24:46,600 +with sufficient value to cover the high investment + +377 +00:24:46,600 --> 00:24:52,120 +involved in this model. This is very important. In + +378 +00:24:52,120 --> 00:24:54,920 +the standardized model, we were talking about the + +379 +00:24:54,920 --> 00:24:58,360 +majority or all the people. In the Need Satisfaction + +380 +00:24:58,360 --> 00:25:00,300 +Model, we were talking about specific people. + +381 +00:25:01,160 --> 00:25:04,240 +Here, we are talking about elite people. + +382 +00:25:07,620 --> 00:25:13,860 +Exactly, elite customers. Because this + +383 +00:25:13,860 --> 00:25:18,220 +number of elite customers, they can pay for the + +384 +00:25:18,220 --> 00:25:20,560 +service or the product that we are going to offer + +385 +00:25:20,560 --> 00:25:26,450 +to them. Clear? But why? Because we said we are + +386 +00:25:26,450 --> 00:25:30,150 +talking about what? Expensive, very expensive + +387 +00:25:30,150 --> 00:25:35,750 +sales. So let's repeat it once again. So in the + +388 +00:25:35,750 --> 00:25:38,230 +standardized model of sales, we are referring to + +389 +00:25:38,230 --> 00:25:41,910 +all people or the majority of people. In the need + +390 +00:25:41,910 --> 00:25:44,830 +satisfaction model, we are talking about specific people + +391 +00:25:44,830 --> 00:25:48,050 +who have specific needs. In a problem + +392 +00:25:48,050 --> 00:25:50,790 +solution model, we are talking about elite customers, + +393 +00:25:50,790 --> 00:25:56,890 +who are very limited in number and are able + +394 +00:25:56,890 --> 00:26:03,450 +to pay the cost of our service or product. So, and + +395 +00:26:03,450 --> 00:26:05,130 +the other issue is the development of the + +396 +00:26:05,130 --> 00:26:08,090 +company's sales capabilities, our company's + +397 +00:26:08,090 --> 00:26:11,530 +sales capabilities, so that we are going to give a better + +398 +00:26:11,530 --> 00:26:15,330 +solution to the customer than our competitors, + +399 +00:26:15,730 --> 00:26:20,580 +than our own competitors. Let's give an actual + +400 +00:26:20,580 --> 00:26:23,460 +example now from life, from business life. + +401 +00:26:27,540 --> 00:26:30,000 +Now listen, let's, for example, talk about this + +402 +00:26:30,000 --> 00:26:34,720 +example. What is the problem here? Advertisement + +403 +00:26:34,720 --> 00:26:39,780 +campaigns. Listen, in 1950, there was a European + +404 +00:26:39,780 --> 00:26:41,580 +company called Saab. + +405 +00:26:44,400 --> 00:26:47,540 +Before 1950, Saab was producing something called + +406 +00:26:47,540 --> 00:26:48,180 +fighter jets. + +407 +00:26:52,100 --> 00:26:55,440 +The demand for fighter jets was very + +408 +00:26:55,440 --> 00:26:58,000 +high. Why? Simply because we were talking about + +409 +00:26:58,000 --> 00:27:01,220 +World War I and World War II. The whole + +410 +00:27:01,220 --> 00:27:05,420 +world aggressively demanded to possess and own + +411 +00:27:05,420 --> 00:27:13,430 +fighter jets. After 1950, Saab began to + +412 +00:27:13,430 --> 00:27:18,310 +reconsider its products, saying the demand was no + +413 +00:27:18,310 --> 00:27:21,350 +longer high for fighter jets. Why? Because the + +414 +00:27:21,350 --> 00:27:26,770 +world wars had ended. So the management said we + +415 +00:27:26,770 --> 00:27:30,850 +should offer a new product—producing Saab + +416 +00:27:30,850 --> 00:27:37,310 +cars. Saab cars. The company began producing Saab + +417 +00:27:37,310 --> 00:27:43,600 +cars between or from 1950 to 1990. + +418 +00:27:45,860 --> 00:27:50,760 +The early 1990s. The company, in the middle + +445 +00:29:51,990 --> 00:29:56,450 +with a few centimeters. But there was a huge + +446 +00:29:56,450 --> 00:29:59,930 +space between the roof, which was attached to the + +447 +00:29:59,930 --> 00:30:03,700 +ground and the ground of the car itself. This + +448 +00:30:03,700 --> 00:30:06,660 +gives us a lesson that the sub-product is very + +449 +00:30:06,660 --> 00:30:09,380 +excellent, it's very strong and it enjoyed very + +450 +00:30:09,380 --> 00:30:14,000 +high standards of safety and health. In spite of + +451 +00:30:14,000 --> 00:30:17,360 +this, the sales volume declined continuously. + +452 +00:30:19,740 --> 00:30:24,100 +Management didn't know what the problem was with + +453 +00:30:24,100 --> 00:30:28,200 +their own product. This is a realistic story, by + +454 +00:30:28,200 --> 00:30:32,190 +the way. This is a realistic story. They didn't + +455 +00:30:32,190 --> 00:30:35,730 +know what the problem was, why customers were no + +456 +00:30:35,730 --> 00:30:39,330 +longer aggressively consuming and buying SAP cars. + +457 +00:30:40,430 --> 00:30:44,110 +Later on, researchers found that there was a + +458 +00:30:44,110 --> 00:30:46,290 +problem with their advertising campaigns. + +459 +00:30:48,630 --> 00:30:52,850 +This SAP company continued broadcasting + +460 +00:30:52,850 --> 00:30:57,610 +commercials featuring or talking about fighter jets + +461 +00:30:58,800 --> 00:31:02,320 +in commercials, which were extended between 1950 up + +462 +00:31:02,320 --> 00:31:07,280 +to 1990. So in each commercial they were making, they + +463 +00:31:07,280 --> 00:31:11,120 +were featuring the fighter jets and then they were + +464 +00:31:11,120 --> 00:31:13,980 +bringing what? Their own cars, exactly. + +465 +00:31:17,920 --> 00:31:23,070 +This campaign was a failure. SAP + +466 +00:31:23,070 --> 00:31:26,050 +committed a terrible strategic mistake + +467 +00:31:26,050 --> 00:31:29,650 +regarding the design of their advertising campaigns. Because + +468 +00:31:29,650 --> 00:31:32,990 +in every commercial for SAP, they were focusing on or + +469 +00:31:32,990 --> 00:31:37,070 +zooming in on the fighter jet above the car in the + +470 +00:31:37,070 --> 00:31:42,310 +commercial. Above the car in the commercial. And + +471 +00:31:42,310 --> 00:31:45,070 +they continued repeating the same mistake from + +472 +00:31:45,070 --> 00:31:50,350 +1950 to 1990. + +473 +00:31:52,170 --> 00:31:54,670 +If somebody is going to say, "Is this a problem?" + +474 +00:31:54,870 --> 00:31:58,130 +It's a problem. Does it require research? It + +475 +00:31:58,130 --> 00:32:01,050 +requires research. Does it require a study? It + +476 +00:32:01,050 --> 00:32:04,050 +requires a study. Sometimes organizations, or + +477 +00:32:04,050 --> 00:32:06,210 +the customer, or even a company, they can identify the problem; they + +478 +00:32:06,210 --> 00:32:08,550 +cannot identify the problem. They didn't know the + +479 +00:32:08,550 --> 00:32:11,530 +problem except after they closed their own + +480 +00:32:11,530 --> 00:32:14,510 +company. They did not, or they were not able to + +481 +00:32:14,510 --> 00:32:19,250 +diagnose the problem until after they closed their + +482 +00:32:19,250 --> 00:32:22,330 +own company. This is a realistic story. Because of + +483 +00:32:22,330 --> 00:32:25,930 +this, remember when we are talking about a problem + +484 +00:32:25,930 --> 00:32:28,530 +solution, we are referring to a very complex sales + +485 +00:32:28,530 --> 00:32:32,050 +situation, which requires time, study, research, + +486 +00:32:32,050 --> 00:32:36,630 +effort, and recommendations, and it's very costly. + +487 +00:32:37,110 --> 00:32:39,970 +Because of this, we are saying the problem-solution + +488 +00:32:41,550 --> 00:32:44,230 +is completely different from the need satisfaction model. + +489 +00:32:44,230 --> 00:32:46,910 +Any questions or comments about today's class? + +490 +00:32:48,420 --> 00:32:50,180 +Any questions and comments? So let's sum up; we + +491 +00:32:51,220 --> 00:32:54,740 +are talking about three models: number one, + +492 +00:32:54,740 --> 00:32:56,380 +standardized; number two, need assessment; and + +493 +00:32:56,380 --> 00:32:59,520 +number three. All of them are completely + +494 +00:32:59,520 --> 00:33:03,020 +different. We, as salespeople, should pick up + +495 +00:33:03,020 --> 00:33:06,560 +a model that fits our sales scenario, our sales + +496 +00:33:06,560 --> 00:33:10,480 +situation. Go on, Iman, what's your comment? + +498 +00:33:25,390 --> 00:33:33,170 +Now listen, here we mentioned a problem. We + +499 +00:33:33,170 --> 00:33:36,430 +mentioned that this model is similar to the previous + +500 +00:33:36,430 --> 00:33:39,030 +model in one thing. Both need what? + +501 +00:33:40,050 --> 00:33:43,460 +Analysis of customer circumstances. This is the + +502 +00:33:43,460 --> 00:33:45,680 +only thing that is common between model number + +503 +00:33:45,680 --> 00:33:49,000 +three and model number two. But regarding the + +504 +00:33:49,000 --> 00:33:51,880 +details of the time, the effort, the research, and + +505 +00:33:51,880 --> 00:33:55,840 +so on, and the cost, this is more of a problem. If + +506 +00:33:55,840 --> 00:33:58,780 +you are going to talk about the SAP company, here + +507 +00:33:58,780 --> 00:34:00,960 +we are talking about what? A critical, crucial + +508 +00:34:00,960 --> 00:34:05,720 +problem. Can it be solved overnight? It cannot. Is + +509 +00:34:05,720 --> 00:34:08,880 +it cheap? It isn't. Does it require a study? It + +510 +00:34:08,880 --> 00:34:11,920 +requires. Does it require research? It does, and + +511 +00:34:11,920 --> 00:34:14,730 +so on. Because of this, always remember + +512 +00:34:14,730 --> 00:34:18,590 +the problem-solution model reflects a very complicated + +513 +00:34:18,590 --> 00:34:23,210 +complex sales scenario or situation. Okay, any + +514 +00:34:23,210 --> 00:34:26,410 +questions or comments about today's class? See you + +515 +00:34:26,410 --> 00:34:27,330 +next time. Thank you. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..b216d4b2ea10fb55c73f30f998964a81bbddc159 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_raw.srt @@ -0,0 +1,2060 @@ +1 +00:00:21,080 --> 00:00:24,380 +Good morning. Today we are going to begin with a + +2 +00:00:24,380 --> 00:00:27,060 +new chapter. This chapter is going to be the fifth + +3 +00:00:27,060 --> 00:00:29,540 +chapter. As you can see, its title is going to + +4 +00:00:29,540 --> 00:00:31,660 +focus on something called Customer Interaction + +5 +00:00:31,660 --> 00:00:34,620 +Management. Now, as we said at the very beginning, + +6 +00:00:35,140 --> 00:00:37,040 +if you are going to ask yourself what is the most + +7 +00:00:37,040 --> 00:00:39,440 +challenging and difficult thing which you can + +8 +00:00:39,440 --> 00:00:42,040 +experience in your daily life, the answer is going + +9 +00:00:42,040 --> 00:00:46,100 +to be dealing with people. This challenge is going + +10 +00:00:46,100 --> 00:00:48,420 +to be in the view or in the path of the + +11 +00:00:48,420 --> 00:00:52,630 +salesperson's work. In other words, sales persons + +12 +00:00:52,630 --> 00:00:55,190 +they are going to continuously continue dealing + +13 +00:00:55,190 --> 00:01:00,350 +with customers or people. So to deal with the + +14 +00:01:00,350 --> 00:01:03,850 +people, this means we have to talk about required + +15 +00:01:03,850 --> 00:01:08,070 +specific skills. These skills must be acquired by + +16 +00:01:08,070 --> 00:01:10,090 +the sales person so that they can convince + +17 +00:01:10,090 --> 00:01:15,650 +customers of buying their products or services. + +18 +00:01:16,570 --> 00:01:20,420 +Now let's start. So if you would like to improve + +19 +00:01:20,420 --> 00:01:23,140 +our chances of success, let's ask what's the + +20 +00:01:23,140 --> 00:01:27,000 +meaning of success here? The success of convincing + +21 +00:01:27,000 --> 00:01:32,480 +customers to come and buy from us. The success of + +22 +00:01:32,480 --> 00:01:38,460 +convincing customers to come and buy from us. So + +23 +00:01:38,460 --> 00:01:41,260 +here we are going to talk about specific skills, + +24 +00:01:42,280 --> 00:01:45,740 +specific tips or advices which should be acquired + +25 +00:01:45,740 --> 00:01:51,600 +by or advices. which should be pursued by the + +26 +00:01:51,600 --> 00:01:55,760 +salesperson. Tip number one, we have to build + +27 +00:01:55,760 --> 00:02:00,620 +awareness. Awareness about what? Awareness about + +28 +00:02:00,620 --> 00:02:03,720 +the market where we are working in. Awareness + +29 +00:02:03,720 --> 00:02:06,400 +about the community. Awareness about the people. + +30 +00:02:06,760 --> 00:02:09,140 +Awareness about the customers. What are their own + +31 +00:02:09,140 --> 00:02:11,960 +traditions? What they like? What they dislike? And + +32 +00:02:11,960 --> 00:02:14,920 +so on. All these things are embedded with one + +33 +00:02:14,920 --> 00:02:20,180 +word, which is building awareness. Tip number two, + +34 +00:02:20,840 --> 00:02:24,160 +all sales persons, they must get on the short + +35 +00:02:24,160 --> 00:02:27,340 +list. When we are referring to the short list, + +36 +00:02:27,880 --> 00:02:30,180 +this list should include all the names of the + +37 +00:02:30,180 --> 00:02:34,220 +potential customers. All the names of the + +38 +00:02:34,220 --> 00:02:38,020 +potential customers. Customers who can come and + +39 +00:02:38,020 --> 00:02:43,000 +buy from our own products or services. In other + +40 +00:02:43,000 --> 00:02:46,020 +words, here we are talking about designing and + +41 +00:02:46,020 --> 00:02:49,880 +creating a database. of all potential customers + +42 +00:02:49,880 --> 00:02:54,760 +who can deal with us. Three, all sales persons + +43 +00:02:54,760 --> 00:02:56,960 +they must demonstrate or they should demonstrate + +44 +00:02:56,960 --> 00:03:02,020 +how your proposal meets company needs. If you are + +45 +00:03:02,020 --> 00:03:05,060 +talking about how our proposal or products or + +46 +00:03:05,060 --> 00:03:08,740 +services are meeting with our customer needs and + +47 +00:03:08,740 --> 00:03:11,040 +demands, this means here we are talking about + +48 +00:03:11,040 --> 00:03:13,020 +something called relating skill. + +49 +00:03:17,170 --> 00:03:19,010 +Relating skill. What's the meaning of relating + +50 +00:03:19,010 --> 00:03:22,850 +skill? To relate two things. One thing to relate + +51 +00:03:22,850 --> 00:03:25,010 +the need of the customer along with our own + +52 +00:03:25,010 --> 00:03:29,530 +product or skill. If you are able to relate these + +53 +00:03:29,530 --> 00:03:33,430 +two dimensions, then we are talking about what? We + +54 +00:03:33,430 --> 00:03:36,090 +can convince how the proposal meets the company's + +55 +00:03:36,090 --> 00:03:38,750 +needs. With the company here, be careful. It is a + +56 +00:03:38,750 --> 00:03:44,780 +customer. Clear? Okay. Tip number four or advice + +57 +00:03:44,780 --> 00:03:47,940 +number four all sales persons they should directly + +58 +00:03:47,940 --> 00:03:51,480 +address the decision makers personal needs. If you + +59 +00:03:51,480 --> 00:03:54,180 +remember in chapter number four when we talked + +60 +00:03:54,180 --> 00:03:58,780 +about time management, don't waste your time by + +61 +00:03:58,780 --> 00:04:02,740 +targeting or speaking with people who do not have + +62 +00:04:02,740 --> 00:04:06,200 +a final decision making of buying or purchasing. + +63 +00:04:07,670 --> 00:04:11,070 +So, all the time, try to talk or address directly + +64 +00:04:11,070 --> 00:04:13,910 +with the persons who are possessing the decision + +65 +00:04:13,910 --> 00:04:16,630 +-making under their own hands or commands. + +66 +00:04:18,710 --> 00:04:23,130 +Finally, be prepared for buyer remorse. What's the + +67 +00:04:23,130 --> 00:04:26,670 +meaning of the word remorse here? Regret. What's + +68 +00:04:26,670 --> 00:04:29,370 +the meaning of regret? Exactly, nadam, now. + +69 +00:04:30,870 --> 00:04:32,790 +Wasabbat is going to wonder, why are we going to + +70 +00:04:32,790 --> 00:04:36,680 +talk about remorse? Simply because it is + +71 +00:04:36,680 --> 00:04:42,120 +impossible to satisfy every single customer who is + +72 +00:04:42,120 --> 00:04:44,620 +going to come and buy from you. It's impossible. + +73 +00:04:46,160 --> 00:04:50,260 +So what should we do? We should prepare ourselves + +74 +00:04:50,260 --> 00:04:54,240 +to contain dissatisfied, discontented buyer. + +75 +00:04:56,480 --> 00:05:03,630 +How are we going to contain him or her? addressing + +76 +00:05:03,630 --> 00:05:08,370 +him in a very polite, quiet tone in which we are + +77 +00:05:08,370 --> 00:05:12,210 +going to make him or her calming down and later on + +78 +00:05:12,210 --> 00:05:15,490 +we will try to fix this problem or the things + +79 +00:05:15,490 --> 00:05:18,590 +which went wrong with this customer or + +80 +00:05:18,590 --> 00:05:22,970 +compensation if it is required. And this is the + +81 +00:05:22,970 --> 00:05:26,290 +meaning of what? Be ready for a buyer remorse. And + +82 +00:05:26,290 --> 00:05:31,160 +this is going to happen sooner or later. So these + +83 +00:05:31,160 --> 00:05:35,160 +are briefly the major five advices which sales + +84 +00:05:35,160 --> 00:05:38,680 +persons should acquire when or if they would like + +85 +00:05:38,680 --> 00:05:45,620 +to improve their success of closing sales + +86 +00:05:45,620 --> 00:05:48,680 +transactions. Any questions or comments about this + +87 +00:05:48,680 --> 00:05:53,660 +part? It's clear? Let's talk about another thing. + +88 +00:05:56,230 --> 00:05:59,730 +The major or the second topic in today's class is + +89 +00:05:59,730 --> 00:06:03,990 +one word which is called interaction. This + +90 +00:06:03,990 --> 00:06:06,390 +interaction according to the science of sales + +91 +00:06:06,390 --> 00:06:09,090 +management, they are classifying the interaction + +92 +00:06:09,090 --> 00:06:13,210 +into three stages or phases. Stage number one, pre + +93 +00:06:13,210 --> 00:06:15,970 +-interaction. Stage number two, interaction + +94 +00:06:15,970 --> 00:06:19,170 +itself. Stage number three, post-interaction. + +95 +00:06:19,810 --> 00:06:23,150 +Let's talk about them. So in the pre-interaction, + +96 +00:06:23,810 --> 00:06:27,530 +remember, We are talking about all the actions, + +97 +00:06:27,750 --> 00:06:30,150 +all the deeds, all the things which we are going + +98 +00:06:30,150 --> 00:06:33,730 +to do as a salesperson before communicating or + +99 +00:06:33,730 --> 00:06:38,110 +talking with our own customer. So in other words, + +100 +00:06:38,210 --> 00:06:40,230 +we are talking about something called pre-call + +101 +00:06:40,230 --> 00:06:46,430 +planning. Pre-call planning. Everything must be + +102 +00:06:46,430 --> 00:06:48,910 +planned in advance before we are going to + +103 +00:06:48,910 --> 00:06:52,170 +communicate even a single word with our own + +104 +00:06:52,170 --> 00:06:55,530 +customer. This stage we called it to be + +105 +00:06:55,530 --> 00:06:56,410 +interaction. + +106 +00:06:58,630 --> 00:07:01,970 +Later on after we are going to plan well for this + +107 +00:07:01,970 --> 00:07:05,190 +phase number one we will go on with phase number + +108 +00:07:05,190 --> 00:07:08,910 +two which is interaction itself. In interaction + +109 +00:07:08,910 --> 00:07:11,670 +itself we are talking about various actions and + +110 +00:07:11,670 --> 00:07:16,590 +activities which are going to happen while we are + +111 +00:07:16,590 --> 00:07:19,750 +communicating with the customer. While we are + +112 +00:07:19,750 --> 00:07:24,140 +communicating with the customer including Number + +113 +00:07:24,140 --> 00:07:27,120 +one, interacting with the decision makers or the + +114 +00:07:27,120 --> 00:07:29,820 +customer. Calling on the skills in their + +115 +00:07:29,820 --> 00:07:33,120 +relations. Three, discovery. Discovery of the + +116 +00:07:33,120 --> 00:07:37,040 +needs of the customers. Four, advocating for our + +117 +00:07:37,040 --> 00:07:39,920 +products and services which we are offering to be + +118 +00:07:39,920 --> 00:07:43,560 +sold or to be bought by the customers. Five, + +119 +00:07:44,280 --> 00:07:47,420 +handling objectives. Six, closing a business + +120 +00:07:47,420 --> 00:07:52,300 +transaction or a business deal. So all these are + +121 +00:07:52,300 --> 00:07:55,720 +deeds or actions which are going to happen in the + +122 +00:07:55,720 --> 00:07:56,500 +interaction phase. + +123 +00:08:01,240 --> 00:08:03,940 +After we are going to finish from this, we will go + +124 +00:08:03,940 --> 00:08:05,780 +to the final phase of the interaction which is + +125 +00:08:05,780 --> 00:08:09,760 +called post interaction. In the post interaction, + +126 +00:08:10,260 --> 00:08:13,480 +we are referring to the activities which will + +127 +00:08:13,480 --> 00:08:17,540 +happen after the closing or the closure of the + +128 +00:08:17,540 --> 00:08:22,350 +business transaction or closing a deal. They are + +129 +00:08:22,350 --> 00:08:24,550 +going to include something called supporting + +130 +00:08:24,550 --> 00:08:31,010 +skills. Supporting skills, they are various. They + +131 +00:08:31,010 --> 00:08:34,410 +include maintenance, they include customer + +132 +00:08:34,410 --> 00:08:40,490 +service, they include insurance and so on. All + +133 +00:08:40,490 --> 00:08:42,730 +these are apart and parcel from a package which is + +134 +00:08:42,730 --> 00:08:45,550 +called supporting. In other words, we are + +135 +00:08:45,550 --> 00:08:49,050 +supporting the decision of the buyer to go on and + +136 +00:08:49,050 --> 00:08:53,650 +to buy. He or she should not worry about anything + +137 +00:08:53,650 --> 00:08:57,430 +regarding the consequences which he or she is + +138 +00:08:57,430 --> 00:09:00,450 +going to encounter after closing a business + +139 +00:09:00,450 --> 00:09:07,230 +transaction. Clear? Any question or comments? In + +140 +00:09:07,230 --> 00:09:11,790 +the final exam, I might ask you this question and + +141 +00:09:11,790 --> 00:09:13,350 +state whether the following sentence is true or + +142 +00:09:13,350 --> 00:09:20,370 +false. For example, a salesperson should possess + +143 +00:09:20,370 --> 00:09:24,930 +the skill of discovering the needs of the customer + +144 +00:09:24,930 --> 00:09:31,430 +in the post interaction phase. False interaction. + +145 +00:09:32,130 --> 00:09:34,630 +So what is the thing which converted this sentence + +146 +00:09:34,630 --> 00:09:39,670 +to be false? One word, which is post. Are you + +147 +00:09:39,670 --> 00:09:42,250 +following me? Yes sir. What do you mean by false + +148 +00:09:42,250 --> 00:09:45,110 +interaction? Kamal marra. A salesperson should + +149 +00:09:45,110 --> 00:09:49,880 +possess, should acquire, The skill of discovering + +150 +00:09:49,880 --> 00:09:58,040 +the needs of the customer in the post interaction + +151 +00:09:58,040 --> 00:10:02,380 +phase. The answer is false because of the word + +152 +00:10:02,380 --> 00:10:06,440 +post. We should delete it. If we deleted it, it is + +153 +00:10:06,440 --> 00:10:11,900 +going to be correct. Clear? Any question or + +154 +00:10:11,900 --> 00:10:18,300 +comments about this? Look at her. After we + +155 +00:10:18,300 --> 00:10:23,640 +classify the interaction into three phases, this + +156 +00:10:23,640 --> 00:10:27,560 +means we are going to talk about this word which + +157 +00:10:27,560 --> 00:10:33,980 +is exactly the skills which should be available in + +158 +00:10:33,980 --> 00:10:38,370 +every single phase. So, therefore, now we are + +159 +00:10:38,370 --> 00:10:40,990 +going to talk about the skills which should be + +160 +00:10:40,990 --> 00:10:44,190 +possessed by the salesperson in every single + +161 +00:10:44,190 --> 00:10:46,490 +phase. Let's begin with the first one, which is + +162 +00:10:46,490 --> 00:10:51,030 +pre-interaction. In the pre-interaction, we are + +163 +00:10:51,030 --> 00:10:53,710 +talking about a group or a set of skills that + +164 +00:10:53,710 --> 00:10:55,630 +should be acquired by the salesperson, beginning + +165 +00:10:55,630 --> 00:10:59,870 +with setting objectives, number two, knowledge + +166 +00:10:59,870 --> 00:11:03,250 +management, information gathering, and finally, + +167 +00:11:03,530 --> 00:11:06,160 +rehearsal. What's the meaning of rehearsal? + +168 +00:11:07,560 --> 00:11:12,380 +Exactly. The salesperson should rehearse the offer + +169 +00:11:12,380 --> 00:11:15,480 +which he or she is going to present in the front + +170 +00:11:15,480 --> 00:11:20,000 +of the customer in the interaction phase. Or + +171 +00:11:20,000 --> 00:11:24,260 +practice it. And rehearsal, it looks like a kind + +172 +00:11:24,260 --> 00:11:27,860 +of drilling, a kind of training. Why we are going + +173 +00:11:27,860 --> 00:11:30,400 +to train or rehearse? So that we are not going to + +174 +00:11:30,400 --> 00:11:33,260 +commit any mistake in the front of the eyes of the + +175 +00:11:33,260 --> 00:11:37,510 +customer. We are going to form something called a + +176 +00:11:37,510 --> 00:11:44,710 +good image about me as a salesperson. Clear? In + +177 +00:11:44,710 --> 00:11:47,190 +the interaction phase, we are talking about a + +178 +00:11:47,190 --> 00:11:50,090 +different set of skills. Beginning with relating, + +179 +00:11:50,730 --> 00:11:52,470 +this is the thing which we have just talked about. + +180 +00:11:52,630 --> 00:11:55,230 +To relate the need of the customer along with the + +181 +00:11:55,230 --> 00:11:58,210 +product which he offers. Number two, needs + +182 +00:11:58,210 --> 00:12:02,450 +discovery. Three, advocating. And finally, closing + +183 +00:12:02,450 --> 00:12:07,660 +a business transaction or a deal. The third set of + +184 +00:12:07,660 --> 00:12:10,060 +the skills which should be acquired or gained by + +185 +00:12:10,060 --> 00:12:12,700 +the salesperson in the boss interaction begins + +186 +00:12:12,700 --> 00:12:17,120 +with supporting. Supporting what? The decision of + +187 +00:12:17,120 --> 00:12:21,800 +buying through providing chances of maintenance, + +188 +00:12:22,540 --> 00:12:27,520 +insurance, guarantee, warranty and so on. Three, + +189 +00:12:27,700 --> 00:12:31,520 +implementing. In other words, what you uttered or + +190 +00:12:31,520 --> 00:12:34,600 +pronounced by your tongue or promised, it should + +191 +00:12:34,600 --> 00:12:37,450 +be implemented on the ground. It should be + +192 +00:12:37,450 --> 00:12:42,030 +implemented on the ground. Third, dealing with the + +193 +00:12:42,030 --> 00:12:45,050 +dissatisfaction which is the remorse of the + +194 +00:12:45,050 --> 00:12:48,230 +customer. How you are going to content him or her? + +195 +00:12:48,870 --> 00:12:50,610 +How you are going to satisfy them? How you are + +196 +00:12:50,610 --> 00:12:52,810 +going to overcome the problem or the trouble which + +197 +00:12:52,810 --> 00:12:56,650 +happened? Skill number four which is the last one + +198 +00:12:56,650 --> 00:13:00,820 +is enhancing the relationship. If you are going to + +199 +00:13:00,820 --> 00:13:04,180 +make all these things, this means for sure you are + +200 +00:13:04,180 --> 00:13:06,720 +going to enhance this relationship. You will + +201 +00:13:06,720 --> 00:13:08,940 +create something called long-term relationship, + +202 +00:13:09,240 --> 00:13:14,000 +which is the goal of our course. How to create + +203 +00:13:14,000 --> 00:13:19,020 +long-term relationship with customers. Clear? + +204 +00:13:19,920 --> 00:13:27,140 +Clear. Any question about this? Now, The second + +205 +00:13:27,140 --> 00:13:29,940 +part of today's class is going to be the last + +206 +00:13:29,940 --> 00:13:33,160 +part. In this last part, we are going to talk + +207 +00:13:33,160 --> 00:13:36,880 +about three models of purchasing. Three models of? + +208 +00:13:37,120 --> 00:13:40,360 +Purchasing. Remember, they are very important if + +209 +00:13:40,360 --> 00:13:45,200 +they might be in the exam, the final exam. Let's + +210 +00:13:45,200 --> 00:13:48,200 +begin with the first one. The first one, we called + +211 +00:13:48,200 --> 00:13:52,520 +it standardized model. Standardized, it comes from + +212 +00:13:52,520 --> 00:13:57,190 +the standard. where the whole model can be + +213 +00:13:57,190 --> 00:14:00,570 +summarized by one word or by one word which is + +214 +00:14:00,570 --> 00:14:05,750 +exactly how much benefits we are going to gain + +215 +00:14:05,750 --> 00:14:10,230 +from this product or from this service. This is + +216 +00:14:10,230 --> 00:14:13,530 +considered to be the priority which the customer + +217 +00:14:13,530 --> 00:14:18,970 +is going to think of all the times. All the times. + +218 +00:14:19,710 --> 00:14:22,990 +So let's begin. So we are referring to it as + +219 +00:14:22,990 --> 00:14:26,230 +Benefitizing an offering. In other words, + +220 +00:14:26,370 --> 00:14:29,510 +Benefitizing means translating features of a + +221 +00:14:29,510 --> 00:14:33,890 +product into benefits believed to be a value of or + +222 +00:14:33,890 --> 00:14:37,830 +to the customer. And this value can be gained from + +223 +00:14:37,830 --> 00:14:42,050 +benefits. Some mothers are going to say, this + +224 +00:14:42,050 --> 00:14:44,510 +isn't clear. That's fine, we will go on. + +225 +00:14:45,390 --> 00:14:49,030 +Benefitizing means, once again, how to transfer a + +226 +00:14:49,030 --> 00:14:52,970 +specification of a product into benefits. Why? + +227 +00:14:53,450 --> 00:14:55,750 +Because the customer doesn't care about the + +228 +00:14:55,750 --> 00:14:58,650 +specification of the product or the service. What + +229 +00:14:58,650 --> 00:15:01,910 +he focuses on is one thing, how we will utilize + +230 +00:15:01,910 --> 00:15:06,390 +this product, how will we benefit from it. So the + +231 +00:15:06,390 --> 00:15:10,730 +focus of the benefits Because customer wants + +232 +00:15:10,730 --> 00:15:14,290 +benefits, not what? The specification. The product + +233 +00:15:14,290 --> 00:15:16,590 +is standardized when it is going to be sold and + +234 +00:15:16,590 --> 00:15:19,770 +used by majority of customers. Remember this. + +235 +00:15:20,790 --> 00:15:25,570 +Majority of customers. And there are no specific + +236 +00:15:25,570 --> 00:15:28,810 +characteristics needed. We do not take care or we + +237 +00:15:28,810 --> 00:15:30,810 +do not consider any characteristics or features. + +238 +00:15:31,330 --> 00:15:33,950 +This isn't our priority. Where? In the + +239 +00:15:33,950 --> 00:15:39,290 +standardized model of sales. So if the buyer + +240 +00:15:39,290 --> 00:15:42,630 +decision making is a very complex decision, this + +241 +00:15:42,630 --> 00:15:47,110 +model does not fit. It is going to be + +242 +00:15:47,110 --> 00:15:48,350 +disadvantaged to use it. + +243 +00:15:51,290 --> 00:15:54,710 +Simply because the standardized model Farah, it + +244 +00:15:54,710 --> 00:15:59,930 +considers consumed products or services. Consumed + +245 +00:15:59,930 --> 00:16:02,710 +products or services which are sold or consumed + +246 +00:16:02,710 --> 00:16:09,510 +daily by the majority of the people. Exactly. So + +247 +00:16:09,510 --> 00:16:11,570 +if you are going to talk about the cost, as Amna + +248 +00:16:11,570 --> 00:16:16,090 +said, we are talking about a cheap cost for these + +249 +00:16:16,090 --> 00:16:21,510 +products or services. So the standardized model is + +250 +00:16:21,510 --> 00:16:24,190 +most appropriate when a product is standardized or + +251 +00:16:24,190 --> 00:16:28,110 +when the benefits are the same for all customers. + +252 +00:16:29,410 --> 00:16:35,200 +For all customers. Now, If you are going to give + +253 +00:16:35,200 --> 00:16:39,300 +an example for you, all the items of the product + +254 +00:16:39,300 --> 00:16:42,280 +and the food, they can be sold according to this + +255 +00:16:42,280 --> 00:16:47,360 +standardized model. So to sum up, we can write + +256 +00:16:47,360 --> 00:16:52,040 +down one word, items and products and services + +257 +00:16:52,040 --> 00:16:55,040 +which are offered by, for example, supermarkets. + +258 +00:16:58,780 --> 00:17:03,630 +So the supermarket location, is adopting this + +259 +00:17:03,630 --> 00:17:05,770 +model of sales which is called the standard rise + +260 +00:17:05,770 --> 00:17:09,530 +model. So the salesperson in the supermarkets and + +261 +00:17:09,530 --> 00:17:12,850 +small groceries and shops they should depend on + +262 +00:17:12,850 --> 00:17:15,550 +one model which is called standard rise model. + +263 +00:17:16,750 --> 00:17:21,650 +Why? We are talking about products or services + +264 +00:17:21,650 --> 00:17:24,070 +which are consumed by the majority or by all the + +265 +00:17:24,070 --> 00:17:28,110 +people. We are talking about cheap prices and we + +266 +00:17:28,110 --> 00:17:30,770 +are not talking about complex situations of sales. + +267 +00:17:32,000 --> 00:17:34,800 +We are not talking about complex situation of + +268 +00:17:34,800 --> 00:17:39,540 +sales, but the situations are very simple. So this + +269 +00:17:39,540 --> 00:17:41,560 +is the model which should be implemented in these + +270 +00:17:41,560 --> 00:17:44,480 +scenarios, which we called it standardized model. + +271 +00:17:45,780 --> 00:17:52,120 +Clear? Let's go now to the second model. The + +272 +00:17:52,120 --> 00:17:54,600 +second model, we are going of course to delete + +273 +00:17:54,600 --> 00:17:57,380 +this word and we are going to write another word, + +274 +00:17:57,460 --> 00:18:01,670 +but after a while. Here we are talking about a + +275 +00:18:01,670 --> 00:18:05,070 +model which is called Need Satisfaction. The Need + +276 +00:18:05,070 --> 00:18:08,270 +Satisfaction, it is oriented at discovering or to + +277 +00:18:08,270 --> 00:18:10,630 +discovering and meeting customer needs. This is + +278 +00:18:10,630 --> 00:18:16,130 +the keyword. What do you need? So, needs discovery + +279 +00:18:16,130 --> 00:18:18,470 +is achieved by skillfully asking questions that + +280 +00:18:18,470 --> 00:18:21,330 +will enlist customer buying needs. + +281 +00:18:23,410 --> 00:18:28,780 +Here remember, the customer is confused, and the + +282 +00:18:28,780 --> 00:18:32,740 +customer cannot find a clear-cut answer for the + +283 +00:18:32,740 --> 00:18:37,440 +things which he or she needs. So this customer + +284 +00:18:37,440 --> 00:18:42,740 +needs a help, and this help will be offered by the + +285 +00:18:42,740 --> 00:18:47,020 +salesperson. So needs discovery takes place early + +286 +00:18:47,020 --> 00:18:49,120 +in the selling cycle, often during the first call, + +287 +00:18:49,760 --> 00:18:51,700 +and replacing the presentation as the most + +288 +00:18:51,700 --> 00:18:55,110 +important step in the selling process. So the + +289 +00:18:55,110 --> 00:18:58,370 +salesperson here should not make a marketing + +290 +00:18:58,370 --> 00:19:02,790 +presentation, but he should ask questions to + +291 +00:19:02,790 --> 00:19:05,730 +elicit information so that he can recommend what + +292 +00:19:05,730 --> 00:19:10,310 +the needs. This is where in the need satisfaction + +293 +00:19:10,310 --> 00:19:14,830 +model. But in the standardized model, the + +294 +00:19:14,830 --> 00:19:18,510 +salesperson is presenting. He or she is making a + +295 +00:19:18,510 --> 00:19:20,350 +presentation about the products or the services + +296 +00:19:20,350 --> 00:19:25,830 +which they are trying to sell. Now, according to + +297 +00:19:25,830 --> 00:19:28,730 +customer needs, we produce products and these + +298 +00:19:28,730 --> 00:19:33,190 +products are appropriate for specific people. And + +299 +00:19:33,190 --> 00:19:36,330 +we didn't say majority of the people or all the + +300 +00:19:36,330 --> 00:19:41,690 +people. Also, it is appropriate for consultative + +301 +00:19:41,690 --> 00:19:44,370 +types. So the relationship which connects between + +302 +00:19:44,370 --> 00:19:47,590 +the customer and the buyer are consultative. + +303 +00:19:49,750 --> 00:19:52,630 +So if you are going to give example all the + +304 +00:19:52,630 --> 00:19:55,670 +products and the services which are offered by the + +305 +00:19:55,670 --> 00:19:59,250 +pharmacies for example, they are classified to be + +306 +00:19:59,250 --> 00:20:01,670 +need satisfaction. + +307 +00:20:04,810 --> 00:20:08,290 +Okay give me a minute, give me a minute. Why we + +308 +00:20:08,290 --> 00:20:12,610 +are saying a pharmacy often includes a model which + +309 +00:20:12,610 --> 00:20:17,110 +is called need satisfaction? For various reasons. + +310 +00:20:17,820 --> 00:20:21,320 +for various reasons. Number one, the patient or + +311 +00:20:21,320 --> 00:20:24,000 +the customer. The customer might be a patient. He + +312 +00:20:24,000 --> 00:20:26,840 +or she does not know how to diagnose what they + +313 +00:20:26,840 --> 00:20:32,400 +need. Second, we are talking about what? Specific + +314 +00:20:32,400 --> 00:20:35,340 +people who are suffering from specific need or who + +315 +00:20:35,340 --> 00:20:39,560 +need to satisfy specific need. Third, we are + +316 +00:20:39,560 --> 00:20:41,860 +talking about consultative relationship between + +317 +00:20:41,860 --> 00:20:45,740 +the pharmacist, the seller and the patient, the + +318 +00:20:45,740 --> 00:20:49,080 +customer. It's up to the customer to take it or to + +319 +00:20:49,080 --> 00:20:52,920 +leave it. For these three major reasons, the + +320 +00:20:52,920 --> 00:20:56,260 +pharmacy or pharmacists, they are considered to be + +321 +00:20:56,260 --> 00:21:00,200 +a good example for representing needs satisfaction + +322 +00:21:00,200 --> 00:21:02,080 +model. Your question, your comments. + +323 +00:21:07,480 --> 00:21:11,140 +We do not want to use a problem. We do not want to + +324 +00:21:11,140 --> 00:21:13,910 +use it. Because after a while, we will talk about + +325 +00:21:13,910 --> 00:21:17,910 +a third model, which is using the word problem. So + +326 +00:21:17,910 --> 00:21:19,770 +we prefer to use the word neat. + +327 +00:21:25,510 --> 00:21:30,350 +We would like to call it neat. Because the two + +328 +00:21:30,350 --> 00:21:32,710 +scenarios, they are completely different. If you + +329 +00:21:32,710 --> 00:21:34,910 +are going to give me a few minutes, everything + +330 +00:21:34,910 --> 00:21:38,710 +will be clear in your mind. So far, Mrs. Herr, + +331 +00:21:39,390 --> 00:21:41,430 +this is considered to be a good example for + +332 +00:21:41,430 --> 00:21:45,130 +representing need satisfaction model. Are we + +333 +00:21:45,130 --> 00:21:47,070 +talking about other examples? We can talk about + +334 +00:21:47,070 --> 00:21:54,070 +millions of examples. Okay? Clear? Let's go to the + +335 +00:21:54,070 --> 00:21:57,730 +final now. The final and the third model in + +336 +00:21:57,730 --> 00:21:59,990 +today's class, we would like to talk about + +337 +00:21:59,990 --> 00:22:06,050 +something called problem-solution model. Why we + +338 +00:22:06,050 --> 00:22:09,530 +didn't use the word problem in the need + +339 +00:22:09,530 --> 00:22:14,930 +satisfaction model? Listen, the scenario of sales + +340 +00:22:14,930 --> 00:22:17,430 +is very complex and complicated. + +341 +00:22:21,350 --> 00:22:25,350 +It is more complicated than the scenario of sales + +342 +00:22:25,350 --> 00:22:31,150 +under need satisfaction model. So, it is similar + +343 +00:22:31,150 --> 00:22:34,270 +to the need satisfaction model in one thing which + +344 +00:22:34,270 --> 00:22:37,670 +is both of them they are going to make analysis of + +345 +00:22:37,670 --> 00:22:41,690 +the customer's circumstances. What's the meaning + +346 +00:22:41,690 --> 00:22:44,430 +of both of them? The model of a problem solution + +347 +00:22:44,430 --> 00:22:48,170 +and the model of need satisfaction. Both of them + +348 +00:22:48,170 --> 00:22:52,190 +they are using analysis of each customer's + +349 +00:22:52,190 --> 00:22:56,530 +circumstances. But here, the problem solution + +350 +00:22:56,530 --> 00:22:59,990 +model is different. Why? Because the problem + +351 +00:22:59,990 --> 00:23:03,990 +solution is based on more formal studies. Focus on + +352 +00:23:03,990 --> 00:23:07,430 +the word formal studies, which means research, + +353 +00:23:07,890 --> 00:23:14,450 +which means more time, more effort. So the + +354 +00:23:14,450 --> 00:23:17,450 +situation of sales is going to be exactly very + +355 +00:23:17,450 --> 00:23:24,830 +complex. Very complex. Okay. So the customer's + +356 +00:23:24,830 --> 00:23:26,610 +operation and this needs to get customer + +357 +00:23:26,610 --> 00:23:31,270 +permission to conduct. Also, we should get what? A + +358 +00:23:31,270 --> 00:23:34,270 +permission from the customer not to give him a + +359 +00:23:34,270 --> 00:23:38,230 +recommended solution, but also to research this + +360 +00:23:38,230 --> 00:23:42,510 +problem from the very beginning. To research this + +361 +00:23:42,510 --> 00:23:46,310 +problem from the very beginning. So this selling + +362 +00:23:46,310 --> 00:23:49,390 +model usually involves significant dollar + +363 +00:23:49,390 --> 00:23:52,550 +expenditures. So we are talking also about what? + +364 +00:23:57,140 --> 00:24:01,880 +Expensive sales in contrast with need assessment + +365 +00:24:01,880 --> 00:24:04,940 +The need assessment we are not talking about very + +366 +00:24:04,940 --> 00:24:10,640 +expensive sales They are cheap Okay, or even we + +367 +00:24:10,640 --> 00:24:15,420 +can say they are moderate sales Also the selling + +368 +00:24:15,420 --> 00:24:18,880 +cycle may be quite long why because we would like + +369 +00:24:18,880 --> 00:24:22,080 +to talk about Formal studies research. Oh, this is + +370 +00:24:22,080 --> 00:24:27,220 +a very time-consuming with examples which Should + +371 +00:24:27,220 --> 00:24:30,240 +adopt this kind of sales, we call them all the + +372 +00:24:30,240 --> 00:24:32,480 +companies, all the firms which are dealing with + +373 +00:24:32,480 --> 00:24:35,880 +the computer systems, advertising campaigns and + +374 +00:24:35,880 --> 00:24:42,180 +information systems, audit and etc. Now, this + +375 +00:24:42,180 --> 00:24:44,520 +problem or the problem is to identify the customer + +376 +00:24:44,520 --> 00:24:46,600 +with sufficient value to cover the high investment + +377 +00:24:46,600 --> 00:24:52,120 +involved in this model. This is very important. In + +378 +00:24:52,120 --> 00:24:54,920 +the standardized model, we were talking about the + +379 +00:24:54,920 --> 00:24:58,360 +majority or all the people. In Need Satisfaction + +380 +00:24:58,360 --> 00:25:00,300 +Model, we were talking about specific people. + +381 +00:25:01,160 --> 00:25:04,240 +Here, we are talking about elites people. + +382 +00:25:07,620 --> 00:25:13,860 +Exactly, elites of the customer. Because this + +383 +00:25:13,860 --> 00:25:18,220 +number of elites customers, they can pay the + +384 +00:25:18,220 --> 00:25:20,560 +service or the product which we are going to offer + +385 +00:25:20,560 --> 00:25:26,450 +to them. Clear? But why? Because we said we are + +386 +00:25:26,450 --> 00:25:30,150 +talking about what? Expensive, very expensive + +387 +00:25:30,150 --> 00:25:35,750 +sales. So let's repeat it once again. So in the + +388 +00:25:35,750 --> 00:25:38,230 +standardized model of sales, we are referring to + +389 +00:25:38,230 --> 00:25:41,910 +all people or majority of people. In need + +390 +00:25:41,910 --> 00:25:44,830 +satisfaction, we are talking about specific people + +391 +00:25:44,830 --> 00:25:48,050 +who are having specific needs. In a problem + +392 +00:25:48,050 --> 00:25:50,790 +solution model, we are talking about elites of the + +393 +00:25:50,790 --> 00:25:56,890 +customer. which are very limited and they are able + +394 +00:25:56,890 --> 00:26:03,450 +to pay the cost of our service or product. So, and + +395 +00:26:03,450 --> 00:26:05,130 +the other issue is the development of the + +396 +00:26:05,130 --> 00:26:08,090 +capabilities of the company's sales, our company's + +397 +00:26:08,090 --> 00:26:11,530 +sales, so that we are going to give a better + +398 +00:26:11,530 --> 00:26:15,330 +solution to the customer than our own competitors, + +399 +00:26:15,730 --> 00:26:20,580 +than our own competitors. Let's give an actual + +400 +00:26:20,580 --> 00:26:23,460 +example now from life, from business life. + +401 +00:26:27,540 --> 00:26:30,000 +Now listen, let's for example talk about this + +402 +00:26:30,000 --> 00:26:34,720 +thing. What is the problem here? Advertisement + +403 +00:26:34,720 --> 00:26:39,780 +campaigns. Listen, in 1950 there was an European + +404 +00:26:39,780 --> 00:26:41,580 +company which was called Saab. + +405 +00:26:44,400 --> 00:26:47,540 +Before 1950, Saab was producing something called + +406 +00:26:47,540 --> 00:26:48,180 +fighter jets. + +407 +00:26:52,100 --> 00:26:55,440 +The demand for the fighter jets product was very + +408 +00:26:55,440 --> 00:26:58,000 +high. Why? Simply because we were talking about + +409 +00:26:58,000 --> 00:27:01,220 +the second and the first world war. The whole + +410 +00:27:01,220 --> 00:27:05,420 +countries demanded aggressively to possess and own + +411 +00:27:05,420 --> 00:27:13,430 +fighter jets. After 1950, Saab's company began to + +412 +00:27:13,430 --> 00:27:18,310 +reconsider its products, saying the demand is no + +413 +00:27:18,310 --> 00:27:21,350 +longer heavy on the fighter jets. Why? Because the + +414 +00:27:21,350 --> 00:27:26,770 +world wars finished. So the management said we + +415 +00:27:26,770 --> 00:27:30,850 +should offer a new product which was producing SAP + +416 +00:27:30,850 --> 00:27:37,310 +cars. SAP cars. The company began producing SAP + +417 +00:27:37,310 --> 00:27:43,600 +cars between or from 1950 up to 1990. + +418 +00:27:45,860 --> 00:27:50,760 +Early 1990s. The company in the middle of 1990, it + +419 +00:27:50,760 --> 00:27:56,880 +closed its own doors. It vanished. Now, why it + +420 +00:27:56,880 --> 00:27:59,600 +vanished, the management didn't know the answer. + +421 +00:28:00,860 --> 00:28:03,780 +They said, we were suffering from one problem, + +422 +00:28:03,920 --> 00:28:04,960 +which is read. + +423 +00:28:15,920 --> 00:28:20,760 +The sales volume declined continuously, even + +424 +00:28:20,760 --> 00:28:25,380 +though they were producing a very high standard of + +425 +00:28:25,380 --> 00:28:28,600 +cars, which is enjoying the highest standards of + +426 +00:28:28,600 --> 00:28:33,840 +safety for its own customers. Later on, the + +427 +00:28:33,840 --> 00:28:36,620 +management said, why we shouldn't compare our own + +428 +00:28:36,620 --> 00:28:39,720 +car, subcar, for example, with the strongest, + +429 +00:28:40,060 --> 00:28:42,020 +famous, likable car, which is + +430 +00:28:44,870 --> 00:28:50,250 +BMW, the German one. The management said, we are + +431 +00:28:50,250 --> 00:28:53,950 +going to bring two lifters and we are going to + +432 +00:28:53,950 --> 00:28:58,270 +lift the two cars. One of them is BMW and the + +433 +00:28:58,270 --> 00:29:03,530 +second one is Saab. They lifted both cars upside + +434 +00:29:03,530 --> 00:29:07,110 +down. In other words, the roof of the car was + +435 +00:29:07,110 --> 00:29:10,890 +facing the ground. and they said the lifting is + +436 +00:29:10,890 --> 00:29:13,310 +going to be eight meters away from the ground. + +437 +00:29:14,170 --> 00:29:18,710 +After that, the lifter lifted or dropped the two + +438 +00:29:18,710 --> 00:29:25,090 +cars. The BMW, its roof attached or it was stuck + +439 +00:29:25,090 --> 00:29:29,630 +with the ground of the car. In other words, what + +440 +00:29:29,630 --> 00:29:34,870 +do we understand from this? The strength of the + +441 +00:29:34,870 --> 00:29:38,110 +body of the car is very weak regarding the safety + +442 +00:29:38,110 --> 00:29:42,870 +and the health of the customers or the drivers, it + +443 +00:29:42,870 --> 00:29:48,550 +is very low. What happened with Saab? Saab, the + +444 +00:29:48,550 --> 00:29:51,990 +roof of the Saab, it got down or it got inside + +445 +00:29:51,990 --> 00:29:56,450 +with about a few centimeters. But there was a huge + +446 +00:29:56,450 --> 00:29:59,930 +space between the roof which attached on the + +447 +00:29:59,930 --> 00:30:03,700 +ground with the ground of the car itself. This + +448 +00:30:03,700 --> 00:30:06,660 +gives us a lesson that sub product is very + +449 +00:30:06,660 --> 00:30:09,380 +excellent, it's very strong and it's enjoying very + +450 +00:30:09,380 --> 00:30:14,000 +high standards of safety and health. In spite of + +451 +00:30:14,000 --> 00:30:17,360 +this, the sales volume declined continuously. + +452 +00:30:19,740 --> 00:30:24,100 +Management didn't know what is the problem with + +453 +00:30:24,100 --> 00:30:28,200 +their own product. This is a realistic story by + +454 +00:30:28,200 --> 00:30:32,190 +the way. This is a realistic story. They didn't + +455 +00:30:32,190 --> 00:30:35,730 +know what is the problem, why customers are no + +456 +00:30:35,730 --> 00:30:39,330 +longer aggressively consuming and buying SAP cars. + +457 +00:30:40,430 --> 00:30:44,110 +Later on, researchers found that there was a + +458 +00:30:44,110 --> 00:30:46,290 +problem with their own advertisement campaigns. + +459 +00:30:48,630 --> 00:30:52,850 +This SAP company continued broadcasting + +460 +00:30:52,850 --> 00:30:57,610 +commercials carrying or talking about fighter jets + +461 +00:30:58,800 --> 00:31:02,320 +in commercials which was extended between 1950 up + +462 +00:31:02,320 --> 00:31:07,280 +to 1990. So each commercial they were making, they + +463 +00:31:07,280 --> 00:31:11,120 +were bringing the fighter jets and down they were + +464 +00:31:11,120 --> 00:31:13,980 +bringing what? Their own cars exactly. + +465 +00:31:17,920 --> 00:31:23,070 +This campaign, it was a failure campaign. SAP + +466 +00:31:23,070 --> 00:31:26,050 +committed a very terrible and strategic mistake + +467 +00:31:26,050 --> 00:31:29,650 +regarding designing advertising campaigns. Because + +468 +00:31:29,650 --> 00:31:32,990 +in every commercial for SAP, they were focusing or + +469 +00:31:32,990 --> 00:31:37,070 +zooming on the fighter jet above the car in the + +470 +00:31:37,070 --> 00:31:42,310 +commercial. Above the car in the commercial. And + +471 +00:31:42,310 --> 00:31:45,070 +they continued repeating the same mistake from + +472 +00:31:45,070 --> 00:31:50,350 +1950 up to 1990. + +473 +00:31:52,170 --> 00:31:54,670 +If somebody is going to say, is this a problem? + +474 +00:31:54,870 --> 00:31:58,130 +It's a problem. Does it require research? It + +475 +00:31:58,130 --> 00:32:01,050 +requires research. Does it require a study? It + +476 +00:32:01,050 --> 00:32:04,050 +requires a study. Sometimes the organizations or + +477 +00:32:04,050 --> 00:32:06,210 +the customer or her, we are talking about some + +478 +00:32:06,210 --> 00:32:08,550 +company, they can identify the problem, they + +479 +00:32:08,550 --> 00:32:11,530 +cannot identify the problem. They didn't know the + +480 +00:32:11,530 --> 00:32:14,510 +problem except after they closed their own + +481 +00:32:14,510 --> 00:32:19,250 +company. They didn't or they were not able to + +482 +00:32:19,250 --> 00:32:22,330 +diagnose the problem only after they closed their + +483 +00:32:22,330 --> 00:32:25,930 +own company. This is a realistic story. Because of + +484 +00:32:25,930 --> 00:32:28,530 +this, remember when we are talking about a problem + +485 +00:32:28,530 --> 00:32:32,050 +solution, we are referring to a very complex sales + +486 +00:32:32,050 --> 00:32:36,630 +situation which requires time, study, research, + +487 +00:32:37,110 --> 00:32:39,970 +effort, recommendation and it's very costly. + +488 +00:32:41,550 --> 00:32:44,230 +Because of this, we are saying problem solution is + +489 +00:32:44,230 --> 00:32:46,910 +completely different from need satisfaction model. + +490 +00:32:48,420 --> 00:32:50,180 +Any questions and comments about today's class? + +491 +00:32:51,220 --> 00:32:54,740 +Any questions and comments? So let's sum up, we + +492 +00:32:54,740 --> 00:32:56,380 +are talking about three models, number one + +493 +00:32:56,380 --> 00:32:59,520 +standardized, number two need assessment, and + +494 +00:32:59,520 --> 00:33:03,020 +number three, all of them are completely + +495 +00:33:03,020 --> 00:33:06,560 +different. We as a salesperson, we should pick up + +496 +00:33:06,560 --> 00:33:10,480 +a model which fits our sales scenario, our sales + +497 +00:33:10,480 --> 00:33:12,640 +situation. Go on, Iman, what's your comment? + +498 +00:33:25,390 --> 00:33:33,170 +Now listen, here we mentioned a problem. We + +499 +00:33:33,170 --> 00:33:36,430 +mentioned this model is similar to the previous + +500 +00:33:36,430 --> 00:33:39,030 +model in one thing. Both of them they need what? + +501 +00:33:40,050 --> 00:33:43,460 +Analysis of customer circumstances. This is the + +502 +00:33:43,460 --> 00:33:45,680 +only thing which is common between model number + +503 +00:33:45,680 --> 00:33:49,000 +three and model number two. But regarding the + +504 +00:33:49,000 --> 00:33:51,880 +details of the time, the effort, the research, and + +505 +00:33:51,880 --> 00:33:55,840 +so on, and the cost, this is more a problem. If + +506 +00:33:55,840 --> 00:33:58,780 +you are going to talk about the SAP company, here + +507 +00:33:58,780 --> 00:34:00,960 +we are talking about what? A critical, crucial + +508 +00:34:00,960 --> 00:34:05,720 +problem. Can it be solved overnight? It cannot. Is + +509 +00:34:05,720 --> 00:34:08,880 +it cheap? It isn't. Does it require a study? It + +510 +00:34:08,880 --> 00:34:11,920 +requires. Does it require research? It does, and + +511 +00:34:11,920 --> 00:34:14,730 +so on. because of this all the time remember + +512 +00:34:14,730 --> 00:34:18,590 +problem-solution model reflects a very complicated + +513 +00:34:18,590 --> 00:34:23,210 +complex sales scenario or situation okay any + +514 +00:34:23,210 --> 00:34:26,410 +question or comments about today's class see you + +515 +00:34:26,410 --> 00:34:27,330 +next time thank you + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw.srt new file mode 100644 index 0000000000000000000000000000000000000000..d345b842092b47a25aad9bf4d92c79cdb1ae50d0 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw.srt @@ -0,0 +1,2260 @@ +1 +00:00:20,970 --> 00:00:25,370 +Okay, listen, please. Today we will go on with what + +2 +00:00:25,370 --> 00:00:28,470 +we started last time. Last time we started talking + +3 +00:00:28,470 --> 00:00:30,390 +about the model of sales management competencies + +4 +00:00:30,390 --> 00:00:33,810 +and, as you remember, we are talking about seven + +5 +00:00:33,810 --> 00:00:36,930 +competencies. In today's class we are going to + +6 +00:00:36,930 --> 00:00:40,840 +discuss four out of seven, the first four which we + +7 +00:00:40,840 --> 00:00:43,800 +are going to study or focus on today is: + +8 +00:00:43,800 --> 00:00:47,400 +strategic action competency, coaching competency, + +9 +00:00:48,080 --> 00:00:51,620 +team building, and finally self-management. So + +10 +00:00:51,620 --> 00:00:54,560 +these are the major competencies which we will + +11 +00:00:54,560 --> 00:00:59,320 +focus on in today's class. Let's begin talking + +12 +00:00:59,320 --> 00:01:04,000 +about the strategic action competency. Now, all the + +13 +00:01:04,000 --> 00:01:07,010 +time, remember: whenever we are going to talk about + +14 +00:01:07,010 --> 00:01:10,130 +strategy, we have to mention something which is in + +15 +00:01:10,130 --> 00:01:16,310 +common. Like what? Strategy means what? Excellent. + +16 +00:01:17,770 --> 00:01:22,030 +Excellent. This is true. We have to remember who + +17 +00:01:22,030 --> 00:01:25,380 +we are, what we are doing. Therefore, as Iman + +18 +00:01:25,380 --> 00:01:28,000 +said, we are going to wonder: what is our mission, + +19 +00:01:28,120 --> 00:01:30,440 +what is our purpose, what are our goals, what is + +20 +00:01:30,440 --> 00:01:33,460 +our vision or objectives, and so on. So all these + +21 +00:01:33,460 --> 00:01:36,080 +things must be answered clearly. Therefore, we + +22 +00:01:36,080 --> 00:01:37,880 +have to understand the history and the general + +23 +00:01:37,880 --> 00:01:40,280 +trends in the industry and their implication for + +24 +00:01:40,280 --> 00:01:43,780 +the future. Generally, and as you studied before, + +25 +00:01:44,680 --> 00:01:47,220 +all the time, tailoring a strategy means three + +26 +00:01:47,220 --> 00:01:50,720 +things. What are these three things? First, we + +27 +00:01:50,720 --> 00:01:54,450 +have to look at the past. Second, we have to look + +28 +00:01:54,450 --> 00:01:58,730 +at the present. And finally, we have to draw the + +29 +00:01:58,730 --> 00:02:03,450 +strategy based on our future goals. This is the + +30 +00:02:03,450 --> 00:02:06,410 +meaning of the strategy. How are we going to look + +31 +00:02:06,410 --> 00:02:10,110 +at the past? This means we are going to look at + +32 +00:02:10,110 --> 00:02:12,770 +the things which we have accomplished or we didn't + +33 +00:02:12,770 --> 00:02:15,850 +accomplish. We have to look at our data or + +34 +00:02:15,850 --> 00:02:19,590 +information or past experiences. In the present, + +35 +00:02:20,150 --> 00:02:24,180 +we have to evaluate our current position. Or based + +36 +00:02:24,180 --> 00:02:27,340 +on these two dimensions, we are going to tailor a + +37 +00:02:27,340 --> 00:02:31,500 +strategy achieving our goals for the future. This + +38 +00:02:31,500 --> 00:02:36,480 +is the meaning of the strategy. Also, if you are + +39 +00:02:36,480 --> 00:02:40,100 +going to talk about strategy, the strategy will be + +40 +00:02:40,100 --> 00:02:43,920 +founded on other factors. Factors including + +41 +00:02:43,920 --> 00:02:44,940 +information, + +42 +00:02:46,960 --> 00:02:49,440 +because without having suitable information, we + +43 +00:02:49,440 --> 00:02:53,560 +cannot design or write down a strategy. Whenever + +44 +00:02:53,560 --> 00:02:55,480 +we are going to talk about information, we are + +45 +00:02:55,480 --> 00:02:58,580 +going to talk about another thing, which is: read. + +46 +00:03:00,800 --> 00:03:02,620 +Competitors. What's the meaning of competitors? + +47 +00:03:05,640 --> 00:03:10,040 +So, those + +48 +00:03:10,040 --> 00:03:12,540 +competitors, also they are very important. Are + +49 +00:03:12,540 --> 00:03:14,640 +they going to have an impact/influence on our + +50 +00:03:14,640 --> 00:03:18,770 +strategy? Yes. So, information and competitors is + +51 +00:03:18,770 --> 00:03:21,330 +another part of the strategy which we will draw + +52 +00:03:21,330 --> 00:03:24,050 +on. In addition, we are going to identify the + +53 +00:03:24,050 --> 00:03:26,610 +attractive market segments and their buying needs. + +54 +00:03:26,870 --> 00:03:28,870 +Oh, listen here. What's the meaning of market + +55 +00:03:28,870 --> 00:03:32,870 +segmentation? I think you studied it before. + +56 +00:03:33,210 --> 00:03:35,370 +Hanin. Dividing the market into segments that are + +57 +00:03:35,370 --> 00:03:37,510 +common and have shared common needs. Excellent. + +58 +00:03:38,710 --> 00:03:41,370 +Well, this segmentation is founded on major things + +59 +00:03:41,370 --> 00:03:50,390 +like… cultures, okay, culture, geography, age, sex, + +60 +00:03:50,390 --> 00:03:54,690 +level of income, and so on. Excellent. So market + +61 +00:03:54,690 --> 00:03:57,630 +segmentation means the ability to divide the + +62 +00:03:57,630 --> 00:04:00,890 +market based on the characteristics of the + +63 +00:04:00,890 --> 00:04:05,090 +population. Based on the characteristics of the + +64 +00:04:05,090 --> 00:04:10,090 +population. Give an example. Imagine we are going to + +65 +00:04:10,090 --> 00:04:16,160 +hire a sales representative or a seller for + +66 +00:04:16,160 --> 00:04:17,320 +Bayet Hannoun market. + +67 +00:04:20,880 --> 00:04:24,320 +And we are going to ask here that our strategy + +68 +00:04:24,320 --> 00:04:27,280 +must be formulated according to market + +69 +00:04:27,280 --> 00:04:31,560 +segmentation. In this case, how are we going to + +70 +00:04:31,560 --> 00:04:34,660 +formulate this market segmentation? We are going + +71 +00:04:34,660 --> 00:04:41,300 +to say, let's define the total number of Bayet + +72 +00:04:41,300 --> 00:04:46,300 +Hannoun population. Pop means population. We do + +73 +00:04:46,300 --> 00:04:50,040 +not want to write full names for time purposes. + +74 +00:04:50,560 --> 00:04:54,620 +Second, we are going to say, let's segment them. + +75 +00:04:55,480 --> 00:04:58,220 +Our first segmentation is going to be founded on + +76 +00:04:58,220 --> 00:05:02,160 +two things: how many of them are male and how + +77 +00:05:02,160 --> 00:05:04,200 +many of them are female. + +78 +00:05:06,720 --> 00:05:09,860 +Then, this division will be subdivided more and + +79 +00:05:09,860 --> 00:05:12,860 +more. Therefore, the males are going to be + +80 +00:05:12,860 --> 00:05:21,900 +subdivided into boys, young men, and old men. The same + +81 +00:05:21,900 --> 00:05:24,060 +thing with the females. We are going to segment + +82 +00:05:24,060 --> 00:05:32,280 +them into girls, young women, and old women. Old + +83 +00:05:32,280 --> 00:05:34,180 +women or ladies, or name them whatever you would like to + +84 +00:05:34,180 --> 00:05:39,220 +name. Now, after these processes or after these + +85 +00:05:39,220 --> 00:05:42,020 +subdivisions, what are we going to do? We would + +86 +00:05:42,020 --> 00:05:46,240 +like to identify the location of each segment. If + +87 +00:05:46,240 --> 00:05:49,520 +the statistics showed us that the biggest number + +88 +00:05:49,520 --> 00:05:51,920 +of the population, the majority of them, they are + +89 +00:05:51,920 --> 00:05:55,480 +found under these two categories, the girls and + +90 +00:05:55,480 --> 00:05:59,040 +the boys. Imagine, for example, we have a sales + +91 +00:05:59,040 --> 00:06:03,120 +agency or a sales company and our work is, for + +92 +00:06:03,120 --> 00:06:07,300 +example, shoes. This is our industry; this is our + +93 +00:06:07,300 --> 00:06:13,000 +industry. So, in this case, this segmentation is + +94 +00:06:13,000 --> 00:06:15,460 +going to influence our work and business, of course, + +95 +00:06:15,460 --> 00:06:20,160 +in which terms? This means the biggest number of + +96 +00:06:20,160 --> 00:06:22,040 +our shoe product is going to be specialized + +97 +00:06:22,040 --> 00:06:27,380 +for boys and for girls. In other words, the stock of + +98 +00:06:27,380 --> 00:06:29,780 +shoes which we are going to have might be eighty + +99 +00:06:29,780 --> 00:06:34,370 +percent (80%) of the shoes which we are having; they + +100 +00:06:34,370 --> 00:06:38,410 +are specialized for boys or girls. This means 8 + +101 +00:06:38,410 --> 00:06:41,950 +customers out of 10 customers, probably they are + +102 +00:06:41,950 --> 00:06:45,970 +going to be a girl or a boy. Is this going to + +103 +00:06:45,970 --> 00:06:49,330 +contribute to raising our sales percentage? Of + +104 +00:06:49,330 --> 00:06:52,450 +course. Because if you are not going to do that, + +105 +00:06:53,170 --> 00:06:56,730 +this means sometimes our product might not be + +106 +00:06:56,730 --> 00:06:59,210 +enough for the biggest number of this number of + +107 +00:06:59,210 --> 00:07:02,510 +boys and girls. So, whenever the boy or the girl is + +108 +00:07:02,510 --> 00:07:04,170 +going to come or be accompanied with their + +109 +00:07:04,170 --> 00:07:07,710 +parents, we are going to tell them, "Excuse us, or we + +110 +00:07:07,710 --> 00:07:10,090 +are very sorry, we do not have enough stock; we do + +111 +00:07:10,090 --> 00:07:14,870 +not have enough shoes for them." Why? Because we + +112 +00:07:14,870 --> 00:07:17,470 +didn't have information based on the market + +113 +00:07:17,470 --> 00:07:19,610 +segmentation. + +114 +00:07:20,930 --> 00:07:25,890 +Are you following me? Okay, let's move to another + +115 +00:07:25,890 --> 00:07:28,210 +thing, also under strategic action competency. + +116 +00:07:29,090 --> 00:07:31,110 +Under the strategic competency, we are going to + +117 +00:07:31,110 --> 00:07:34,110 +talk about understanding the organization. We would + +118 +00:07:34,110 --> 00:07:36,150 +like to understand our overall vision, the + +119 +00:07:36,150 --> 00:07:38,670 +strategy, and goals of the organization. In + +120 +00:07:38,670 --> 00:07:40,970 +addition, we have to appreciate the distinctive + +121 +00:07:40,970 --> 00:07:43,590 +competencies of the organization with respect to + +122 +00:07:43,590 --> 00:07:46,890 +market opportunities and limitations. Also, we + +123 +00:07:46,890 --> 00:07:49,150 +have to understand how to marshal organizational + +124 +00:07:49,150 --> 00:07:52,030 +resources to meet the needs of the customers. Now, + +125 +00:07:52,750 --> 00:07:54,870 +look at this. What does it mean to marshal + +126 +00:07:54,870 --> 00:07:58,170 +organizational resources? Manage. Manage. What are + +127 +00:07:58,170 --> 00:08:01,130 +the organizational resources? Human resources. + +128 +00:08:01,130 --> 00:08:03,390 +Human resources. Financial resources. Financial + +129 +00:08:03,390 --> 00:08:06,150 +resources. Infrastructure resources. + +130 +00:08:06,150 --> 00:08:07,790 +Infrastructure resources. Information resources + +131 +00:08:07,790 --> 00:08:10,990 +and so on. So all these are resources. Should we + +132 +00:08:10,990 --> 00:08:12,910 +use them or utilize them in our strategy? Of + +133 +00:08:12,910 --> 00:08:16,030 +course. Because without these resources, we cannot + +134 +00:08:16,030 --> 00:08:19,330 +have a strategy. Oh, don't misunderstand this + +135 +00:08:19,330 --> 00:08:24,770 +concept. A strategy does not mean only a plan on + +136 +00:08:24,770 --> 00:08:28,690 +paper or a theoretical strategy. A strategy means + +137 +00:08:28,690 --> 00:08:32,350 +strategy in action. This is the title of our + +138 +00:08:32,350 --> 00:08:37,390 +topic: strategy in action. In other words, we are + +139 +00:08:37,390 --> 00:08:39,910 +going to write the strategy in theory, but later + +140 +00:08:39,910 --> 00:08:43,120 +on, we have to execute and implement it. If you + +141 +00:08:43,120 --> 00:08:45,540 +are not going to implement it on the ground, this + +142 +00:08:45,540 --> 00:08:49,920 +means we are not talking about + +143 +00:08:49,920 --> 00:08:55,200 +strategy. Also, to add more about the strategic + +144 +00:08:55,200 --> 00:08:58,080 +action, we would like to talk about taking + +145 +00:08:58,080 --> 00:09:01,000 +strategic actions. With taking strategic actions, + +146 +00:09:01,100 --> 00:09:04,540 +it is linked with implementation. This means we + +147 +00:09:04,540 --> 00:09:08,680 +have to assign priorities and make decisions that + +148 +00:09:08,680 --> 00:09:10,640 +are consistent with the firm's mission and + +149 +00:09:10,640 --> 00:09:14,590 +strategic goals. So let's sit down back here. If + +150 +00:09:14,590 --> 00:09:17,050 +you are going to talk about our industry, which is shoes, + +151 +00:09:17,270 --> 00:09:20,590 +this means we should be focused on shoes. And I + +152 +00:09:20,590 --> 00:09:25,690 +said "should." I didn't say "must." Why? Because + +153 +00:09:25,690 --> 00:09:28,090 +sometimes our business might be successful and + +154 +00:09:28,090 --> 00:09:30,650 +rich, and we might need to expand or develop our + +155 +00:09:30,650 --> 00:09:33,610 +world. If you have the resources and the + +156 +00:09:33,610 --> 00:09:38,090 +capabilities, go on. But priority should be given + +157 +00:09:38,090 --> 00:09:41,770 +to our own industry, to our own identity, to our + +158 +00:09:41,770 --> 00:09:45,350 +core business. Shoes remain focused on the shoes + +159 +00:09:45,350 --> 00:09:48,650 +industry. IT remains focused on IT, and so on and + +160 +00:09:48,650 --> 00:09:52,270 +so on. Implement specific account selection, + +161 +00:09:52,410 --> 00:09:54,330 +retention, and dominance strategy. And what's the + +162 +00:09:54,330 --> 00:09:58,770 +meaning of "account"? Customers. So all the time you + +163 +00:09:58,770 --> 00:10:02,050 +have to be very careful regarding the selection of + +164 +00:10:02,050 --> 00:10:04,410 +the nature of the customers with whom you are going to + +165 +00:10:04,410 --> 00:10:07,910 +deal. In addition, we have to do our best in + +166 +00:10:07,910 --> 00:10:14,490 +order to retain them. And according to the science + +167 +00:10:14,490 --> 00:10:20,770 +of sales research, keeping, maintaining, or + +168 +00:10:20,770 --> 00:10:24,850 +retaining the customers is considered to be the + +169 +00:10:24,850 --> 00:10:27,590 +biggest and the highest source of profitability. + +170 +00:10:29,880 --> 00:10:34,760 +Keeping customers loyal to our firm is the + +171 +00:10:34,760 --> 00:10:37,280 +strongest and most excellent resource of + +172 +00:10:37,280 --> 00:10:39,800 +increasing our own profitability as a sales + +173 +00:10:39,800 --> 00:10:42,600 +organization. We are going to discuss this issue + +174 +00:10:42,600 --> 00:10:47,520 +in the coming classes. Also, we have to develop an + +175 +00:10:47,520 --> 00:10:49,640 +appropriate portfolio of account relationships. + +176 +00:10:50,080 --> 00:10:51,740 +In addition, we have to consider long-term + +177 +00:10:51,740 --> 00:10:54,900 +relationships rather than short-term ones. And + +178 +00:10:54,900 --> 00:10:57,100 +finally, we have to establish tactical and + +179 +00:10:57,100 --> 00:10:59,400 +operational goals that facilitate the firm's + +180 +00:10:59,400 --> 00:11:02,960 +strategy implementation. Now, we would like to + +181 +00:11:02,960 --> 00:11:07,840 +focus on two words: the first one is "tactical," and the + +182 +00:11:07,840 --> 00:11:12,340 +second one is "operational." I want somebody to tell + +183 +00:11:12,340 --> 00:11:15,790 +me what are the differences between the two. I + +184 +00:11:15,790 --> 00:11:17,430 +think you studied them in Business Essentials + +185 +00:11:17,430 --> 00:11:21,330 +Number 1 or 2, as I remember. What are the + +186 +00:11:21,330 --> 00:11:26,990 +differences between the two? Now, listen, while we + +187 +00:11:26,990 --> 00:11:30,450 +are talking about strategic planning, this means + +188 +00:11:30,450 --> 00:11:32,610 +we shouldn't forget the other types or categories + +189 +00:11:32,610 --> 00:11:36,030 +of planning. A plan might be strategic, and a + +190 +00:11:36,030 --> 00:11:37,890 +plan might be tactical, and a plan might + +191 +00:11:37,890 --> 00:11:40,870 +be operational. Generally, if we would like to + +192 +00:11:40,870 --> 00:11:46,240 +compare between tactical planning or + +193 +00:11:46,240 --> 00:11:49,820 +operational planning, we are going to compare + +194 +00:11:49,820 --> 00:11:53,400 +between them regarding two points of view. The + +195 +00:11:53,400 --> 00:11:56,180 +first one: we would like to talk about authority. + +196 +00:11:58,020 --> 00:12:00,300 +The second one: we are going to compare between + +197 +00:12:00,300 --> 00:12:04,740 +the two regarding the time horizon. The + +198 +00:12:04,740 --> 00:12:06,920 +authority; those people who are going to take a + +199 +00:12:06 + +223 +00:13:30,450 --> 00:13:32,170 +In previous classes, what did we say about coaching? + +224 +00:13:32,870 --> 00:13:36,750 +We said coaching includes training, learning, + +225 +00:13:37,130 --> 00:13:42,330 +guidance, and motivation. Now, regarding the + +226 +00:13:42,330 --> 00:13:46,170 +coaching, if you would like to have a successful + +227 +00:13:46,170 --> 00:13:50,090 +sales agency or firm, always remember we + +228 +00:13:50,090 --> 00:13:53,470 +have to coach our team members. How are we going + +229 +00:13:53,470 --> 00:13:56,870 +to coach our team members? By providing them with + +230 +00:13:56,870 --> 00:14:01,370 +continuous verbal feedback. When we are saying + +231 +00:14:01,370 --> 00:14:06,490 +verbal, we are referring to oral feedback. In + +232 +00:14:06,490 --> 00:14:13,550 +other words, we + +233 +00:14:13,550 --> 00:14:15,390 +have to provide specific and continuous + +234 +00:14:15,390 --> 00:14:17,970 +performance and selling skills feedback to our + +235 +00:14:17,970 --> 00:14:20,760 +team members. In addition, we have to build a + +236 +00:14:20,760 --> 00:14:23,680 +feeling of appreciation and recognition by taking + +237 +00:14:23,680 --> 00:14:26,460 +the time to acknowledge a job well done, an + +238 +00:14:26,460 --> 00:14:29,380 +effort beyond the call of duty, or an important + +239 +00:14:29,380 --> 00:14:33,200 +victory. Finally, we have to reinforce successes + +240 +00:14:33,200 --> 00:14:37,620 +and good tries to support desirable behaviors. A + +241 +00:14:37,620 --> 00:14:43,900 +part of the coaching is motivation. Let's give an + +242 +00:14:43,900 --> 00:14:47,500 +example. Imagine somebody is working with us as a + +243 +00:14:47,500 --> 00:14:51,930 +seller. Let's refer back to Alaa as an + +244 +00:14:51,930 --> 00:14:56,950 +example. If you are going to tell Alaa that our + +245 +00:14:56,950 --> 00:15:00,710 +strategy is to achieve or to increase our sales + +246 +00:15:00,710 --> 00:15:05,250 +percentage to be more than 10% for the coming + +247 +00:15:05,250 --> 00:15:09,910 +three months, October, November, December 2012. + +248 +00:15:10,890 --> 00:15:13,230 +And after the end of this month, we found that + +249 +00:15:13,230 --> 00:15:16,870 +Alaa was able to achieve or to exceed this goal by + +250 +00:15:16,870 --> 00:15:22,890 +11%. + +251 +00:15:23,810 --> 00:15:27,170 +Is this an indicator that Alaa's performance is + +252 +00:15:27,170 --> 00:15:31,530 +good or excellent? Yes. Is it okay? It's very + +253 +00:15:31,530 --> 00:15:35,850 +okay. Should we appreciate and acknowledge her + +254 +00:15:35,850 --> 00:15:39,960 +work? Of course. If you are going to appreciate + +255 +00:15:39,960 --> 00:15:42,860 +and acknowledge her work, what is the impact of + +256 +00:15:42,860 --> 00:15:45,680 +this behavior on the morale of a + +257 +00:15:45,680 --> 00:15:49,420 +staff member like Alaa? She will be motivated and + +258 +00:15:49,420 --> 00:15:52,560 +she will continue the excellent work. What do you + +259 +00:15:52,560 --> 00:15:55,160 +think her behavior is going to look like in the + +260 +00:15:55,160 --> 00:15:59,540 +future? Also, she is going to work harder to + +261 +00:15:59,540 --> 00:16:03,260 +increase her sales + +262 +00:16:03,260 --> 00:16:06,660 +percentage or achievements, which happened in the + +263 +00:16:06,660 --> 00:16:10,350 +past. طيب، this is an optimistic and positive + +264 +00:16:10,350 --> 00:16:12,730 +scenario. What is the pessimistic and + +265 +00:16:12,730 --> 00:16:16,230 +unfavorable scenario? If Alaa is going to achieve + +266 +00:16:16,230 --> 00:16:20,110 +this 11% goal, some companies or some management + +267 +00:16:20,110 --> 00:16:22,450 +might make a terrible mistake. What + +268 +00:16:22,450 --> 00:16:27,050 +is it? They might say, "Okay, that's fine, or go on." + +269 +00:16:27,710 --> 00:16:30,370 +We are not going to thank her; we are not going to + +270 +00:16:30,370 --> 00:16:32,510 +appreciate her work; we are not even going to + +271 +00:16:32,510 --> 00:16:35,510 +provide her with any reward system or any + +272 +00:16:35,510 --> 00:16:38,730 +rewards. But what is the impact on the morale + +273 +00:16:38,730 --> 00:16:41,290 +of a staff member like Alaa in this + +274 +00:16:41,290 --> 00:16:43,970 +scenario? Do you think she is going to be more + +275 +00:16:43,970 --> 00:16:46,870 +motivated next time? We do not think so. + +276 +00:16:46,930 --> 00:16:49,390 +She is going to be depressed and frustrated. Why? + +277 +00:16:49,930 --> 00:16:51,950 +Because her performance and achievement were not + +278 +00:16:51,950 --> 00:16:55,070 +acknowledged or appreciated. + +279 +00:16:56,670 --> 00:16:59,550 +Therefore, part of the responsibilities for the + +280 +00:16:59,550 --> 00:17:02,050 +coaching competencies of management must be + +281 +00:17:02,050 --> 00:17:07,030 +to be sensitive. If staff members do excellent work, + +282 +00:17:07,030 --> 00:17:10,310 +we have to appreciate and acknowledge this success + +283 +00:17:10,310 --> 00:17:14,150 +and achievement and we should not ignore it. This is + +284 +00:17:14,150 --> 00:17:17,450 +very important; it is a part of + +285 +00:17:17,450 --> 00:17:20,870 +achieving a successful sales agency. + +286 +00:17:20,870 --> 00:17:26,330 +Okay, now let's move on to a second point. Also, + +287 +00:17:26,330 --> 00:17:28,470 +while we are talking about coaching, we have to + +288 +00:17:28,470 --> 00:17:32,590 +talk about a keyword called role. What is the + +289 +00:17:32,590 --> 00:17:35,960 +meaning of role? The type of work or the + +290 +00:17:35,960 --> 00:17:39,640 +manner that senior managers will adopt in + +291 +00:17:39,640 --> 00:17:42,340 +the eyes of their colleagues and + +292 +00:17:42,340 --> 00:17:44,940 +staff members, and + +293 +00:17:44,940 --> 00:17:47,580 +team members. In other words, always the + +294 +00:17:47,580 --> 00:17:51,720 +manager must be a good example. We must add the + +295 +00:17:51,720 --> 00:17:55,260 +adjective "good," not a bad example. In + +296 +00:17:55,260 --> 00:18:01,050 +other words, while managing + +297 +00:18:01,050 --> 00:18:04,110 +the other team members, we should not direct them + +298 +00:18:04,110 --> 00:18:07,830 +through decrees. What's the meaning of + +299 +00:18:07,830 --> 00:18:11,270 +decree? Laws, policies, procedures; you have to + +300 +00:18:11,270 --> 00:18:15,990 +comply with them. You must adopt the role, and + +301 +00:18:15,990 --> 00:18:18,550 +your colleagues will see that what you are saying + +302 +00:18:18,550 --> 00:18:22,300 +is implemented in your behavior. Let's give an + +303 +00:18:22,300 --> 00:18:25,220 +example. Imagine one of the managers is going to + +304 +00:18:25,220 --> 00:18:29,100 +attend the office and conduct a meeting with his + +305 +00:18:29,100 --> 00:18:32,320 +staff members and he or she will tell them, + +306 +00:18:33,060 --> 00:18:35,120 +"Hey guys, I want you to come to work every + +307 +00:18:35,120 --> 00:18:38,480 +morning at eight o'clock exactly. Anyone who is + +308 +00:18:38,480 --> 00:18:43,040 +late by 30 seconds will be dismissed." This is his + +309 +00:18:43,560 --> 00:18:46,180 +procedure. The next day, this + +310 +00:18:46,180 --> 00:18:50,300 +manager came late, at 8:10 or 8:30. Is he + +311 +00:18:50,300 --> 00:18:52,640 +setting a good example? Of course not. He is + +312 +00:18:52,640 --> 00:18:58,160 +setting a very bad example. طيب, what do you + +313 +00:18:58,160 --> 00:19:03,720 +think? Will this be reflected in the mood and + +314 +00:19:03,720 --> 00:19:06,600 +behavior of the rest of the team? + +315 +00:19:06,600 --> 00:19:09,120 +Of course. They will say, "Our manager is + +316 +00:19:09,120 --> 00:19:11,680 +talking, but unfortunately, he isn't practicing what + +317 +00:19:11,680 --> 00:19:14,320 +he preaches." He isn't walking the talk. In other + +318 +00:19:14,580 --> 00:19:17,800 +words, his actions don't match his words. + +319 +00:19:17,800 --> 00:19:20,800 +His actions don't match his words. In other + +320 +00:19:20,800 --> 00:19:24,540 +words, he is saying something, but his actions + +321 +00:19:24,540 --> 00:19:27,560 +are completely different. + +322 +00:19:27,560 --> 00:19:31,210 +His actions are completely different from his words. + +323 +00:19:31,210 --> 00:19:34,130 +Therefore, in this scenario, this manager is a bad + +324 +00:19:35,050 --> 00:19:38,130 +example and it will negatively influence + +325 +00:19:38,130 --> 00:19:41,590 +the morale of the other staff members. So + +326 +00:19:41,590 --> 00:19:46,130 +we have to provide good role models, either + +327 +00:19:46,130 --> 00:19:48,390 +themselves or others, and share best practices. + +328 +00:19:48,390 --> 00:19:50,670 +And finally, model professional attitudes and + +329 +00:19:51,170 --> 00:19:53,710 +behaviors. All these things provide us with + +330 +00:19:53,710 --> 00:19:56,910 +a very important lesson: Be a positive role model. + +331 +00:19:56,910 --> 00:20:01,710 +Be a positive example. Have a good role. If you do + +332 +00:20:01,710 --> 00:20:05,350 +these things, it will mainly influence the rest of + +333 +00:20:05,350 --> 00:20:07,250 +the team. + +334 +00:20:07,250 --> 00:20:11,390 +Don't just talk the talk. That isn't enough. Now, + +335 +00:20:12,250 --> 00:20:16,250 +let's go to another point. Let's + +336 +00:20:16,250 --> 00:20:21,230 +talk about trust-building. This is under coaching. + +337 +00:20:21,230 --> 00:20:25,350 +Always remember that we must maintain good + +338 +00:20:25,350 --> 00:20:28,490 +rapport. What is good rapport? A good connection. + +339 +00:20:29,770 --> 00:20:32,190 +We must create and maintain a good connection + +340 +00:20:32,190 --> 00:20:35,170 +with the sales team and foster open communication. + +341 +00:20:35,170 --> 00:20:39,630 +Reinforce open communication, collaboration, + +342 +00:20:39,630 --> 00:20:41,710 +creative initiatives, and appropriate risk + +343 +00:20:41,710 --> 00:20:44,890 +taking. These are all important. During the + +344 +00:20:46,770 --> 00:20:50,690 +coaching, the manager must do all of them. In + +345 +00:20:51,270 --> 00:20:53,330 +addition, add value through + +346 +00:20:53,330 --> 00:20:57,270 +communication-relevant selling experiences, or + +347 +00:20:57,270 --> 00:21:01,700 +finally, help salespeople look good through two-way + +348 +00:21:01,700 --> 00:21:03,920 +communication. What does this mean? It means: + +349 +00:21:03,920 --> 00:21:06,220 +Look here. All organizations, as we studied + +350 +00:21:06,220 --> 00:21:09,700 +before, are hierarchically structured into three + +351 +00:21:09,700 --> 00:21:13,000 +levels: High management, middle management, and + +352 +00:21:13,000 --> 00:21:15,560 +lower-level management. Generally, + +353 +00:21:15,560 --> 00:21:18,680 +the flow of communication is unidirectional, + +354 +00:21:18,680 --> 00:21:21,600 +coming from the top down. In other words, if senior + +355 +00:21:21,600 --> 00:21:24,520 +management discusses new policies, procedures, or + +356 +00:21:24,520 --> 00:21:28,400 +strategies, it generally comes from senior management + +357 +00:21:28,400 --> 00:21:34,060 +and then is conveyed to middle and lower management. + +358 +00:21:35,220 --> 00:21:37,340 +This is one-way communication, not + +359 +00:21:37,340 --> 00:21:39,480 +two-way communication. The best strategy for a + +360 +00:21:39,480 --> 00:21:44,380 +successful sales agency is to add another arrow. This + +361 +00:21:44,380 --> 00:21:46,100 +means communication should flow from the bottom up. + +362 +00:21:46,100 --> 00:21:49,000 +This way we achieve two-way communication. Does this + +363 +00:21:49,000 --> 00:21:51,120 +influence team morale? Of course. Let's give an + +364 +00:21:51,120 --> 00:21:52,860 +example. Imagine + +365 +00:21:52,860 --> 00:21:55,340 +Farah working as a salesperson at a lower + +366 +00:21:55,340 --> 00:21:58,720 +management level. If she works in an organization with + +367 +00:21:58,720 --> 00:22:01,600 +one-way communication—receiving orders from above— + +368 +00:22:01,600 --> 00:22:03,420 +she will feel like a mere follower + +369 +00:22:03,420 --> 00:22:06,800 +with no value, just an executor. Will this hurt + +370 +00:22:06,800 --> 00:22:11,590 +morale and motivation? Of course. Everyone will feel + +371 +00:22:11,590 --> 00:22:14,190 +like a cog in a machine, not a valued member. But if + +372 +00:22:14,190 --> 00:22:18,730 +Farah works in an organization with two-way communication, + +373 +00:22:18,730 --> 00:22:22,410 +she will feel valued. Why? She can share information + +374 +00:22:22,410 --> 00:22:25,410 +and participate in decision-making. + +375 +00:22:25,410 --> 00:22:29,190 +Therefore, she will feel a sense of ownership. + +376 +00:22:29,190 --> 00:22:31,730 +What does self-entity mean? Exactly. This + +377 +00:22:31,730 --> 00:22:33,990 +will boost morale and encourage + +378 +00:22:33,990 --> 00:22:38,020 +working with an open mind and heart. Why? Because she + +379 +00:22:38,020 --> 00:22:40,840 +is a full member of the organization. But under + +380 +00:22:40,840 --> 00:22:43,480 +one-way communication, that membership is incomplete. + +381 +00:22:43,480 --> 00:22:45,980 +Any questions? Any comments? Any suggestions? + +382 +00:22:45,980 --> 00:22:49,220 +Moving on. We'll continue discussing team-building. + +383 +00:22:49,760 --> 00:22:53,700 +Now let's discuss designing teams. Always remember, + +384 +00:22:53,700 --> 00:22:57,580 +for a sales agency to succeed, senior management + +385 +00:22:58,340 --> 00:23:01,040 +must hire the best people who can work as a team. + +386 +00:23:01,160 --> 00:23:04,520 +Someone might say that everyone can work in teams, + +387 +00:23:05,200 --> 00:23:09,940 +but the answer is no. At the beginning of the + +388 +00:23:09,940 --> 00:23:13,540 +semester, what did I say? I said there would be a + +389 +00:23:13,540 --> 00:23:19,140 +research project done in groups. Some students objected; + +390 +00:23:19,140 --> 00:23:21,820 +they preferred to work alone. If you prefer to work + +391 +00:23:21,820 --> 00:23:25,400 +alone, it signals that you are not ready or willing + +392 +00:23:25,400 --> 00:23:31,460 +to work on a team. This is a disadvantage, especially + +393 +00:23:31,460 --> 00:23:34,940 +in today's management environment. Current management + +394 +00:23:34,940 --> 00:23:39,440 +says that organizations based on one person are failures. + +395 +00:23:39,440 --> 00:23:42,260 +Work is done by teams, not individuals. That's why I + +396 +00:23:42,260 --> 00:23:44,560 +assigned teams for the research project. We have to + +397 +00:23:45,340 --> 00:23:48,540 +create a fair reward system that reflects team effort. + +398 +00:23:48,540 --> 00:23:51,680 +Rewarding should remind us of the motivation we + +399 +00:23:51,680 --> 00:23:58,900 +discussed. There is a condition: Senior management + +400 +00:23:58,900 --> 00:24:01,960 +should know that a reward system is good for motivating + +401 +00:24:01,960 --> 00:24:04,500 +employees. But equity, or fairness, is important too. + +402 +00:24:04,500 --> 00:24:08,880 +Let's give an example... + + + +445 +00:26:37,790 --> 00:26:40,810 +Example. Vlad and Hanin, both of them are + +446 +00:26:40,810 --> 00:26:42,630 +colleagues and they are working within one team. + +447 +00:26:43,610 --> 00:26:46,890 +Hanin, she did a very excellent work. And her + +448 +00:26:46,890 --> 00:26:49,410 +relationship, the personal one with the + +449 +00:26:49,410 --> 00:26:51,890 +supervisor, is excellent. Because of this, the + +450 +00:26:51,890 --> 00:26:54,790 +manager decided to provide her with a reward. This + +451 +00:26:54,790 --> 00:26:57,530 +reward might be a bonus, might be a thank-you + +452 +00:26:57,530 --> 00:27:01,110 +letter or whatever. Well, Walaa did the same work, + +453 +00:27:01,190 --> 00:27:03,970 +but unfortunately, her relationship with the + +454 +00:27:03,970 --> 00:27:07,490 +supervisor is sometimes tense. Therefore, the + +455 +00:27:07,490 --> 00:27:09,530 +manager decided to reward Hanin and to ignore + +456 +00:27:09,530 --> 00:27:12,650 +Walaa. Is this an acceptable reward system? No. Is it + +457 +00:27:12,650 --> 00:27:16,390 +going to create problems? Yes. + +458 +00:27:17,230 --> 00:27:20,630 +With Walaa only? No. With every member within the + +459 +00:27:20,630 --> 00:27:23,030 +team and with every member within the + +460 +00:27:23,030 --> 00:27:28,310 +organization. Why? Workers, employees, or sales + +461 +00:27:28,310 --> 00:27:30,550 +persons; they are smart, they have brains, they + +462 +00:27:30,550 --> 00:27:33,650 +are very sensitive. Whenever they are going to + +463 +00:27:33,650 --> 00:27:39,260 +smell that there is a kind of bias, exercised by + +464 +00:27:39,260 --> 00:27:43,000 +the senior management, this is going to crack the + +465 +00:27:43,000 --> 00:27:43,760 +unity of the team. + +466 +00:27:49,080 --> 00:27:52,880 +"Crack" means the unity of the team, which is going + +467 +00:27:52,880 --> 00:27:55,840 +to influence the overall performance negatively + +468 +00:27:55,840 --> 00:28:00,060 +of the organization. Also, we have to coordinate + +469 +00:28:00,060 --> 00:28:01,560 +team goals with the overall goals of the + +470 +00:28:01,560 --> 00:28:04,940 +organization. Remember, a team is one part of the + +471 +00:28:04,940 --> 00:28:07,820 +overall organization. In other words, if you + +472 +00:28:07,820 --> 00:28:10,300 +are going to establish a team, the goals of the + +473 +00:28:10,300 --> 00:28:12,780 +team should not be separated from the + +474 +00:28:12,780 --> 00:28:16,770 +overall goals of the mother organization, which is + +475 +00:28:16,770 --> 00:28:19,930 +the organization. Also coordinate team activities with + +476 +00:28:19,930 --> 00:28:22,610 +the requirements of functional areas within the + +477 +00:28:22,610 --> 00:28:26,150 +organization. So all these things are tips and + +478 +00:28:26,150 --> 00:28:28,890 +advice for managers in order to reinforce + +479 +00:28:28,890 --> 00:28:33,210 +something called designing sales teams. Any + +480 +00:28:33,210 --> 00:28:36,310 +questions? Any comments about this? Continuing + +481 +00:28:36,310 --> 00:28:38,470 +with the team building, let's talk about creating a + +482 +00:28:38,470 --> 00:28:42,090 +supportive environment. Managers should also hire + +483 +00:28:42,090 --> 00:28:43,630 +people who will be successful in a team + +484 +00:28:43,630 --> 00:28:47,100 +environment. As we said, some people are + +485 +00:28:47,100 --> 00:28:52,100 +masters at working within teams, while other people + +486 +00:28:52,100 --> 00:28:55,500 +are unfortunately unable to do so or to + +487 +00:28:55,500 --> 00:28:58,080 +coordinate or adjust with colleagues within + +488 +00:28:58,080 --> 00:29:01,260 +the team. If you are a manager and feel + +489 +00:29:01,260 --> 00:29:03,700 +that some members cannot work + +490 +00:29:03,700 --> 00:29:08,500 +within a team, they should be removed if you are + +491 +00:29:08,500 --> 00:29:12,000 +unable to train or educate them how to work as a + +492 +00:29:12,000 --> 00:29:16,170 +team member. Also, training programs that + +493 +00:29:16,170 --> 00:29:18,310 +encourage teamwork and integrate individual + +494 +00:29:18,310 --> 00:29:21,230 +members of the sales team together to form a + +495 +00:29:21,230 --> 00:29:24,850 +functional, supportive team. Any questions about team + +496 +00:29:24,850 --> 00:29:28,910 +building? Any questions? Remember our goal. + +497 +00:29:29,510 --> 00:29:33,430 +Nowadays, work is done through teams rather than + +498 +00:29:33,430 --> 00:29:38,290 +through individuals. This is the nature of today's + +499 +00:29:38,290 --> 00:29:40,890 +organizations. Whether we are talking about sales or + +500 +00:29:40,890 --> 00:29:46,330 +non-sales ones. Okay, let's talk about team + +501 +00:29:46,330 --> 00:29:48,510 +building again, and let's talk about managing + +502 +00:29:48,510 --> 00:29:51,290 +team dynamics. What's the meaning of the word + +503 +00:29:51,290 --> 00:29:56,210 +dynamics? Exactly. It is mobilized, it is + +504 +00:29:56,210 --> 00:29:59,610 +changeable all the time. It means what? We have to + +505 +00:29:59,610 --> 00:30:01,510 +understand the strengths and weaknesses of the + +506 +00:30:01,510 --> 00:30:03,550 +team members and use their strengths to + +507 +00:30:03,550 --> 00:30:06,930 +accomplish tasks as a team, again. Also, + +508 +00:30:07,290 --> 00:30:09,410 +facilitate cooperative behavior and keep the team + +509 +00:30:09,410 --> 00:30:13,770 +moving towards its goals. This is our goal. The team + +510 +00:30:13,770 --> 00:30:17,210 +should focus on one area, which is the + +511 +00:30:17,210 --> 00:30:20,270 +goal we must achieve, the goal that was + +512 +00:30:20,270 --> 00:30:24,110 +assigned to us. Let's give an example. Imagine Fatin + +513 +00:30:24,110 --> 00:30:27,410 +and Iman, both of whom are working within a + +514 +00:30:27,410 --> 00:30:31,990 +sales team. You, as a manager, must be able to + +515 +00:30:31,990 --> 00:30:34,990 +analyze the personalities of each staff member, + +516 +00:30:35,210 --> 00:30:38,410 +of each staff member. Therefore, + +517 +00:30:43,530 --> 00:30:46,810 +Therefore, if we know from Fatin's personal + +518 +00:30:46,810 --> 00:30:51,090 +file that she is very nervous, or that she can be agitated + +519 +00:30:51,090 --> 00:30:55,590 +easily, and we know, on the other hand, that Iman's + +520 +00:30:55,590 --> 00:30:57,790 +character is completely different. She is very + +521 +00:30:57,790 --> 00:31:01,690 +relaxed, she is patient, and she can deal even with + +522 +00:31:01,690 --> 00:31:05,310 +difficult people. In this scenario, imagine if you are + +523 +00:31:05,310 --> 00:31:09,560 +assigning a position, and this position is for + +524 +00:31:09,560 --> 00:31:12,080 +a staff member who is going to interact and deal + +525 +00:31:12,080 --> 00:31:15,480 +with customer service. As you know, customer + +526 +00:31:15,480 --> 00:31:18,700 +service handles + +527 +00:31:18,700 --> 00:31:23,140 +customers' problems or customer complaints. In + +528 +00:31:23,140 --> 00:31:25,680 +this scenario, as a manager, if you would like to + +529 +00:31:25,680 --> 00:31:28,980 +divide the roles of the team members, whom + +530 +00:31:28,980 --> 00:31:32,630 +should be given this post? Fatin or Iman? Iman, of + +531 +00:31:32,630 --> 00:31:35,990 +course. Because of this, always remember each + +532 +00:31:35,990 --> 00:31:38,430 +one has their own strengths and each one has their own + +533 +00:31:38,430 --> 00:31:42,010 +weaknesses. According to their strengths, we + +534 +00:31:42,010 --> 00:31:44,650 +must assign their roles and responsibilities and + +535 +00:31:44,650 --> 00:31:49,130 +duties. We must keep them away from positions that will + +536 +00:31:49,130 --> 00:31:51,890 +display their weaknesses. This is the responsibility + +537 +00:31:51,890 --> 00:31:56,190 +of whom? The manager. Okay, the same thing; we + +538 +00:31:56,190 --> 00:32:01,270 +should facilitate cooperative behavior and keep + +539 +00:32:01,270 --> 00:32:03,530 +the team moving towards its goals, as we said + +540 +00:32:03,530 --> 00:32:05,710 +before. Any questions, any comments about this? If + +541 +00:32:08,570 --> 00:32:10,450 +someone says, "I am perfect," no, you are + +542 +00:32:10,450 --> 00:32:14,270 +not perfect. Each one of us has weaknesses + +543 +00:32:14,270 --> 00:32:18,630 +and strengths. Do the work according to + +544 +00:32:18,630 --> 00:32:22,590 +the strengths that the member has. In + +545 +00:32:22,590 --> 00:32:25,730 +this way, we are going to create a very solid and + +546 +00:32:25,730 --> 00:32:31,150 +strong team. Okay, any questions, any + +547 +00:32:31,150 --> 00:32:34,490 +comments about this? Okay, let's go to the final + +548 +00:32:34,490 --> 00:32:37,570 +competency. The final competency for today's + +549 +00:32:37,570 --> 00:32:39,330 +class is something called + +550 +00:32:39,330 --> 00:32:43,570 +self-management. Remember, when I say + +551 +00:32:43,570 --> 00:32:46,510 +self-management, whenever you hear + +552 +00:32:46,510 --> 00:32:50,650 +this word or phrase, you should + +553 +00:32:50,650 --> 00:32:55,490 +connect it with words like, what? + +555 +00:32:56,150 --> 00:32:57,270 +Accountability, delegation, + +556 +00:33:00,360 --> 00:33:05,900 +initiative, leadership, what else? Responsibility. + +557 +00:33:07,220 --> 00:33:10,580 +So what do we understand from these words? We + +558 +00:33:10,580 --> 00:33:13,040 +understand that nowadays + +559 +00:33:13,040 --> 00:33:16,600 +team members should not wait for orders + +560 +00:33:16,600 --> 00:33:20,940 +to be given to them. Team members + +561 +00:33:20,940 --> 00:33:24,260 +should not wait for orders to come + +562 +00:33:24,260 --> 00:33:26,940 +to them. In other words, they have to be + +563 +00:33:26,940 --> 00:33:29,880 +proactive and they have to act and work alone and + +564 +00:33:29,880 --> 00:33:34,760 +independently, if possible. Don't be just a + +565 +00:33:34,760 --> 00:33:36,040 +recipient of instructions. + +566 +00:33:40,800 --> 00:33:44,560 +Work isn't done that way nowadays. In + +567 +00:33:44,560 --> 00:33:48,300 +addition, management doesn't have enough time to + +568 +00:33:48,300 --> 00:33:50,460 +give every tiny instruction. + +569 +00:33:51,480 --> 00:33:54,540 +Management wants to see a team member who + +570 +00:33:54,540 --> 00:33:57,080 +can understand quickly and who can act + +571 +00:33:57,080 --> 00:34:01,460 +independently. + +572 +00:34:02,340 --> 00:34:05,660 +So we should always have clear personal + +573 +00:34:05,660 --> 00:34:08,280 +standards that serve as a foundation for a sense + +574 +00:34:08,280 --> 00:34:10,600 +of integrity and ethical conduct in the sales + +575 +00:34:10,600 --> 00:34:14,400 +team. Self-assurance doesn't just mean telling + +576 +00:34:14,400 --> 00:34:17,320 +people what they want to hear. We should also + +577 +00:34:17,320 --> 00:34:19,400 +be willing to admit mistakes and accept + +578 +00:34:19,400 --> 00:34:22,860 +responsibility for our actions. + +579 +00:34:26,260 --> 00:34:30,880 +Working independently doesn't mean we avoid + +580 +00:34:30,880 --> 00:34:36,060 +our responsibilities. Senior management in + +581 +00:34:36,060 --> 00:34:38,460 +any organization, + +582 +00:34:39,100 --> 00:34:41,240 +must reinforce a code of + +583 +00:34:41,240 --> 00:34:41,600 +ethics. + +584 +00:34:47,200 --> 00:34:51,220 +This code of ethics shouldn't just be written down, but + +585 +00:34:51,220 --> 00:34:55,340 +members should also see it + +586 +00:34:55,340 --> 00:34:58,220 +in the behavior and example of the + +587 +00:34:58,220 --> 00:35:01,260 +managers. Now imagine + +588 +00:35:03,430 --> 00:35:05,950 +you are a manager and while you are working + +589 +00:35:05,950 --> 00:35:08,670 +in the company, you hear one + +590 +00:35:08,670 --> 00:35:11,610 +of your sales team members + +591 +00:35:11,610 --> 00:35:14,730 +shouting on the phone with a customer. After + +592 +00:35:14,730 --> 00:35:18,310 +the call, you invite them to your + +593 +00:35:18,310 --> 00:35:21,490 +office and say, "I heard you shouting + +594 +00:35:21,490 --> 00:35:26,310 +on the phone with a customer. + +595 +00:35:26,310 --> 00:35:28,830 +What were you doing? Justify your behavior." If + +596 +00:35:30,720 --> 00:35:35,040 +this staff member knows that management is + +597 +00:35:35,040 --> 00:35:39,620 +trusted, open-minded, and ensures + +598 +00:35:39,620 --> 00:35:44,160 +self-assurance and self-management, the + +599 +00:35:44,160 --> 00:35:47,560 +employee will say, "I'm sorry and I apologize." They will + +600 +00:35:47,560 --> 00:35:50,280 +explain what happened + +601 +00:35:50,280 --> 00:35:54,400 +and take responsibility. But if management didn't + +602 +00:35:54,400 --> 00:35:57,760 +reinforce self-assurance or didn't encourage + +603 +00:35:57,760 --> 00:36:01,530 +self-management among staff, how do you think + +604 +00:36:01,530 --> 00:36:04,050 +the employee will behave? Exactly. + +609 +00:36:15,070 --> 00:36:19,590 +Excellent. They'll lie. Why? Because + +610 +00:36:19,590 --> 00:36:23,490 +they don't trust management. They think if they don't lie, they + +611 +00:36:23,490 --> 00:36:26,130 +might get in trouble. Therefore, we shouldn't + +612 +00:36:26,130 --> 00:36:31,120 +reinforce that. We should reinforce transparency, + +613 +00:36:31,120 --> 00:36:34,060 +self-responsibility, self- + +614 +00:36:34,060 --> 00:36:38,060 +management, and the ability to admit mistakes. If management + +615 +00:36:38,060 --> 00:36:40,760 +establishes these foundations, it will reinforce + +616 +00:36:40,760 --> 00:36:44,960 +trust with employees. You should + +617 +00:36:44,960 --> 00:36:48,140 +expect employees to take responsibility for their + +618 +00:36:48,140 --> 00:36:51,260 +mistakes. They won't lie and deny responsibility. Any questions or comments + +623 +00:37:04,660 --> 00:37:07,960 +about this? Any questions about today's class? + +625 +00:37:15,280 --> 00:37:21,020 +What did I say last time? Ah, thank you. Yes, yes. + +626 +00:37:22,330 --> 00:37:26,450 +Yes. Now, we need to agree on + +627 +00:37:26,450 --> 00:37:26,890 +the groups. + +628 +00:37:31,010 --> 00:37:34,250 +Now, my question is: Who didn't have + +629 +00:37:34,250 --> 00:37:38,190 +a group? Who didn't have a + +630 +00:37:38,190 --> 00:37:44,650 +group? Everyone? I'd like + +631 +00:37:44,650 --> 00:37:47,550 +some students to raise their hands + +632 +00:37:47,550 --> 00:37:51,090 +if they have a group of two. Two? + +633 +00:38:01,520 --> 00:38:05,320 +So everyone is in a group? Who + +634 +00:38:05,320 --> 00:38:11,560 +isn't? Who isn't? So everyone is? Okay, who would like to have a + +635 +00:38:11,560 --> 00:38:15,200 +space for another colleague? What's her name? + +636 +00:38:15,200 --> 00:38:18,780 +Aisha. Aisha doesn't have a team. Who would like + +637 +00:38:19,540 --> 00:38:22,260 +to invite her to join their team? No one? + +638 +00:38:22,260 --> 00:38:27,380 +You're greedy. You? Okay, that's fine. Coordinate + +639 +00:38:28,880 --> 00:38:35,040 +with her. Any questions, any comments? See you next + +640 +00:38:35,040 --> 00:38:39,720 +time. Thank you very much. See you next class. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..02689a9a297ac8c2e5525a64a30153dddda9e36d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/leFSQ81NXUw_postprocess.srt @@ -0,0 +1,2564 @@ +1 +00:00:20,970 --> 00:00:25,370 +okay listen please today we will go on with what + +2 +00:00:25,370 --> 00:00:28,470 +we started last time last time we started talking + +3 +00:00:28,470 --> 00:00:30,390 +about the model of sales management competencies + +4 +00:00:30,390 --> 00:00:33,810 +and as you remember we are talking about seven + +5 +00:00:33,810 --> 00:00:36,930 +competencies in today's class we are going to + +6 +00:00:36,930 --> 00:00:40,840 +discuss four out of seven The first four which we + +7 +00:00:40,840 --> 00:00:43,800 +are going to study or focus on today's class is + +8 +00:00:43,800 --> 00:00:47,400 +strategic action competency, coaching competency, + +9 +00:00:48,080 --> 00:00:51,620 +team building and finally self-management. So + +10 +00:00:51,620 --> 00:00:54,560 +these are the major competencies which we will + +11 +00:00:54,560 --> 00:00:59,320 +focus on on today's class. Let's begin talking + +12 +00:00:59,320 --> 00:01:04,000 +about the strategic action competency. Now all the + +13 +00:01:04,000 --> 00:01:07,010 +time remember Whenever we are going to talk about + +14 +00:01:07,010 --> 00:01:10,130 +strategy, we have to mention something which is in + +15 +00:01:10,130 --> 00:01:16,310 +common. Like what? Strategy means what? Excellent. + +16 +00:01:17,770 --> 00:01:22,030 +Excellent. This is true. We have to remember who + +17 +00:01:22,030 --> 00:01:25,380 +we are, what we are doing. Therefore, as Iman + +18 +00:01:25,380 --> 00:01:28,000 +said, we are going to wonder what is our mission, + +19 +00:01:28,120 --> 00:01:30,440 +what is our purposes, what are our goals, what is + +20 +00:01:30,440 --> 00:01:33,460 +our vision or objectives and so on. So all these + +21 +00:01:33,460 --> 00:01:36,080 +things must be answered clearly. Therefore, we + +22 +00:01:36,080 --> 00:01:37,880 +have to understand the history and the general + +23 +00:01:37,880 --> 00:01:40,280 +trends in the industry and their implication for + +24 +00:01:40,280 --> 00:01:43,780 +the future. Generally, and as you studied before, + +25 +00:01:44,680 --> 00:01:47,220 +all the time tailoring a strategy means three + +26 +00:01:47,220 --> 00:01:50,720 +things. What are these three things? First, we + +27 +00:01:50,720 --> 00:01:54,450 +have to look at the past. Second, we have to look + +28 +00:01:54,450 --> 00:01:58,730 +at the present. And finally, we have to draw the + +29 +00:01:58,730 --> 00:02:03,450 +strategy based on our future goals. This is the + +30 +00:02:03,450 --> 00:02:06,410 +meaning of the strategy. How we are going to look + +31 +00:02:06,410 --> 00:02:10,110 +at the past? This means we are going to look about + +32 +00:02:10,110 --> 00:02:12,770 +the things which we have accomplished or we didn't + +33 +00:02:12,770 --> 00:02:15,850 +accomplish. We have to look at our data or + +34 +00:02:15,850 --> 00:02:19,590 +information or past experiences. In the present, + +35 +00:02:20,150 --> 00:02:24,180 +we have to evaluate our current position. Or based + +36 +00:02:24,180 --> 00:02:27,340 +on these two dimensions, we are going to tailor a + +37 +00:02:27,340 --> 00:02:31,500 +strategy achieving our goals for the future. This + +38 +00:02:31,500 --> 00:02:36,480 +is the meaning of the strategy. Also, if you are + +39 +00:02:36,480 --> 00:02:40,100 +going to talk about strategy, the strategy will be + +40 +00:02:40,100 --> 00:02:43,920 +founded on other factors. Factors including + +41 +00:02:43,920 --> 00:02:44,940 +information, + +42 +00:02:46,960 --> 00:02:49,440 +because without having suitable information, we + +43 +00:02:49,440 --> 00:02:53,560 +cannot design or write down a strategy. Whenever + +44 +00:02:53,560 --> 00:02:55,480 +we are going to talk about information, we are + +45 +00:02:55,480 --> 00:02:58,580 +going to talk about another thing, which is read. + +46 +00:03:00,800 --> 00:03:02,620 +Competitors. What's the meaning of competitors? + +47 +00:03:05,640 --> 00:03:10,040 +So those + +48 +00:03:10,040 --> 00:03:12,540 +competitors, also they are very important. Are + +49 +00:03:12,540 --> 00:03:14,640 +they going to have an impact on influence on our + +50 +00:03:14,640 --> 00:03:18,770 +strategy? Yes. So, information and computers is + +51 +00:03:18,770 --> 00:03:21,330 +another part for the strategy which we will draw + +52 +00:03:21,330 --> 00:03:24,050 +on. In addition, we are going to identify the + +53 +00:03:24,050 --> 00:03:26,610 +attractive market segments and their buying needs. + +54 +00:03:26,870 --> 00:03:28,870 +Oh, listen here. What's the meaning of market + +55 +00:03:28,870 --> 00:03:32,870 +segmentation? I think you studied it before. + +56 +00:03:33,210 --> 00:03:35,370 +Hanin. Dividing the market into segments that are + +57 +00:03:35,370 --> 00:03:37,510 +common and have shared common needs. Excellent. + +58 +00:03:38,710 --> 00:03:41,370 +Well, this segmentation is founded on major things + +59 +00:03:41,370 --> 00:03:50,390 +like… Cultures. Okay, culture. geography age sex + +60 +00:03:50,390 --> 00:03:54,690 +level of income and so on excellent so market + +61 +00:03:54,690 --> 00:03:57,630 +segmentation means the ability to divide the + +62 +00:03:57,630 --> 00:04:00,890 +market based on the characteristics of the + +63 +00:04:00,890 --> 00:04:05,090 +population based on the characteristics of the + +64 +00:04:05,090 --> 00:04:10,090 +population give example imagine we are going to + +65 +00:04:10,090 --> 00:04:16,160 +hire as a sales representative or as a seller for + +66 +00:04:16,160 --> 00:04:17,320 +Bayet Hannoun market. + +67 +00:04:20,880 --> 00:04:24,320 +And we are going to ask here that our strategy + +68 +00:04:24,320 --> 00:04:27,280 +must be formulated according to market + +69 +00:04:27,280 --> 00:04:31,560 +segmentation. In this case, how are we going to + +70 +00:04:31,560 --> 00:04:34,660 +formulate this market segmentation? We are going + +71 +00:04:34,660 --> 00:04:41,300 +to say, let's define the total number of Bayet + +72 +00:04:41,300 --> 00:04:46,300 +Hannoun Population. Pop means population. We do + +73 +00:04:46,300 --> 00:04:50,040 +not want to write full names for time purposes. + +74 +00:04:50,560 --> 00:04:54,620 +Second, we are going to say, let's segment them. + +75 +00:04:55,480 --> 00:04:58,220 +Our first segmentation is going to be founded on + +76 +00:04:58,220 --> 00:05:02,160 +two things. How many of them are female and how + +77 +00:05:02,160 --> 00:05:04,200 +many of them are females. + +78 +00:05:06,720 --> 00:05:09,860 +Then, this division will be subdivided more and + +79 +00:05:09,860 --> 00:05:12,860 +more. Therefore, the males are going to be + +80 +00:05:12,860 --> 00:05:21,900 +subdivided into boys, young men, and old. The same + +81 +00:05:21,900 --> 00:05:24,060 +thing with the females. We are going to segment + +82 +00:05:24,060 --> 00:05:32,280 +them into girls, young, and old ladies. Old or + +83 +00:05:32,280 --> 00:05:34,180 +ladies or name them whatever you would like to + +84 +00:05:34,180 --> 00:05:39,220 +name. Now, after these processes or after these + +85 +00:05:39,220 --> 00:05:42,020 +subdivisions, what we are going to do? We would + +86 +00:05:42,020 --> 00:05:46,240 +like to identify the location of each segment. If + +87 +00:05:46,240 --> 00:05:49,520 +the statistics showed us that the biggest number + +88 +00:05:49,520 --> 00:05:51,920 +of the population, the majority of them, they are + +89 +00:05:51,920 --> 00:05:55,480 +founded under these two categories, the girls and + +90 +00:05:55,480 --> 00:05:59,040 +the boys. Imagine, for example, we have a sales + +91 +00:05:59,040 --> 00:06:03,120 +agency or a sales company and our work is, for + +92 +00:06:03,120 --> 00:06:07,300 +example, shoes. this is our industry this is our + +93 +00:06:07,300 --> 00:06:13,000 +industry so in this case is this segmentation is + +94 +00:06:13,000 --> 00:06:15,460 +going to influence our work and business of course + +95 +00:06:15,460 --> 00:06:20,160 +in which terms this means the biggest number of + +96 +00:06:20,160 --> 00:06:22,040 +the shoes of product is going to be specialized + +97 +00:06:22,040 --> 00:06:27,380 +for boys and for girls in other words the stock of + +98 +00:06:27,380 --> 00:06:29,780 +shoes which we are going to have might be eighty + +99 +00:06:29,780 --> 00:06:34,370 +percent 80% of the shows which we are having, they + +100 +00:06:34,370 --> 00:06:38,410 +are specialized for boys or girls. This means 8 + +101 +00:06:38,410 --> 00:06:41,950 +customers out of 10 customers, probably they are + +102 +00:06:41,950 --> 00:06:45,970 +going to be a girl or a boy. Is this going to + +103 +00:06:45,970 --> 00:06:49,330 +contribute in raising our sales percentage? Of + +104 +00:06:49,330 --> 00:06:52,450 +course. Because if you are not going to do that, + +105 +00:06:53,170 --> 00:06:56,730 +this means sometimes our product might not be + +106 +00:06:56,730 --> 00:06:59,210 +enough for the biggest number of this number of + +107 +00:06:59,210 --> 00:07:02,510 +boys and girls. So whenever the boy or the girl is + +108 +00:07:02,510 --> 00:07:04,170 +going to come or be accompanied with their + +109 +00:07:04,170 --> 00:07:07,710 +parents, we are going to tell them excuse us or we + +110 +00:07:07,710 --> 00:07:10,090 +are very sorry, we do not have enough stock, we do + +111 +00:07:10,090 --> 00:07:14,870 +not have enough shoes for them. Why? Because we + +112 +00:07:14,870 --> 00:07:17,470 +didn't have information based on the market + +113 +00:07:17,470 --> 00:07:19,610 +segmentation. + +114 +00:07:20,930 --> 00:07:25,890 +Are you following me? Okay, let's move to another + +115 +00:07:25,890 --> 00:07:28,210 +thing also under strategic action competency. + +116 +00:07:29,090 --> 00:07:31,110 +Under the strategic competency, we are going to + +117 +00:07:31,110 --> 00:07:34,110 +talk about understanding organization. We would + +118 +00:07:34,110 --> 00:07:36,150 +like to understand our vision over all the + +119 +00:07:36,150 --> 00:07:38,670 +strategy and goals of the organization. In + +120 +00:07:38,670 --> 00:07:40,970 +addition, we have to appreciate the distinctive + +121 +00:07:40,970 --> 00:07:43,590 +competencies of the organization with respect to + +122 +00:07:43,590 --> 00:07:46,890 +market opportunities and limitations. Also, we + +123 +00:07:46,890 --> 00:07:49,150 +have to understand how to marshal organizational + +124 +00:07:49,150 --> 00:07:52,030 +resources to meet the needs of the customers. Now, + +125 +00:07:52,750 --> 00:07:54,870 +look at here. What does it mean to marshal + +126 +00:07:54,870 --> 00:07:58,170 +organizational resources? Manage. Manage. What are + +127 +00:07:58,170 --> 00:08:01,130 +the organizational resources? Human resources. + +128 +00:08:01,130 --> 00:08:03,390 +Human resources. Financial resources. Financial + +129 +00:08:03,390 --> 00:08:06,150 +resources. Infrastructure resources. + +130 +00:08:06,150 --> 00:08:07,790 +Infrastructure resources. Information resources + +131 +00:08:07,790 --> 00:08:10,990 +and so on. So all these are resources. Should we + +132 +00:08:10,990 --> 00:08:12,910 +use them or utilize them in our strategy? Of + +133 +00:08:12,910 --> 00:08:16,030 +course. Because without these resources, we cannot + +134 +00:08:16,030 --> 00:08:19,330 +have a strategy. Oh, don't misunderstand this + +135 +00:08:19,330 --> 00:08:24,770 +concept. A strategy does not mean only a plan on + +136 +00:08:24,770 --> 00:08:28,690 +paper or a theory strategy. A strategy means + +137 +00:08:28,690 --> 00:08:32,350 +strategy in action. This is the title of our + +138 +00:08:32,350 --> 00:08:37,390 +topic. Strategy in action. In other words, we are + +139 +00:08:37,390 --> 00:08:39,910 +going to write the strategy in theory, but later + +140 +00:08:39,910 --> 00:08:43,120 +on, we have to execute and implement it. If you + +141 +00:08:43,120 --> 00:08:45,540 +are not going to implement it on the ground, this + +142 +00:08:45,540 --> 00:08:49,920 +means we are not talking about + +143 +00:08:49,920 --> 00:08:55,200 +strategy. Also, to add more about the strategic + +144 +00:08:55,200 --> 00:08:58,080 +action, we would like to talk about taking + +145 +00:08:58,080 --> 00:09:01,000 +strategic actions. With taking strategic actions, + +146 +00:09:01,100 --> 00:09:04,540 +it is linked with implementation. This means we + +147 +00:09:04,540 --> 00:09:08,680 +have to assign priorities and make decisions that + +148 +00:09:08,680 --> 00:09:10,640 +are consistent with the firm's mission and + +149 +00:09:10,640 --> 00:09:14,590 +strategic goals. So let's sit down back here. If + +150 +00:09:14,590 --> 00:09:17,050 +you are going to talk about our industry is shoes, + +151 +00:09:17,270 --> 00:09:20,590 +this means we should be focused on shoes. And I + +152 +00:09:20,590 --> 00:09:25,690 +said we should. I didn't say we must. Why? Because + +153 +00:09:25,690 --> 00:09:28,090 +sometimes our business might be successful and + +154 +00:09:28,090 --> 00:09:30,650 +rich and we might need to expand or develop our + +155 +00:09:30,650 --> 00:09:33,610 +world. If you have the resources and the + +156 +00:09:33,610 --> 00:09:38,090 +capabilities, go on. But priority should be given + +157 +00:09:38,090 --> 00:09:41,770 +to our own industry, to our own identity, to our + +158 +00:09:41,770 --> 00:09:45,350 +core business. Shoes remain focused on the shoes + +159 +00:09:45,350 --> 00:09:48,650 +industry. IT remains focused on IT and so on and + +160 +00:09:48,650 --> 00:09:52,270 +so on. Implement specific account selection, + +161 +00:09:52,410 --> 00:09:54,330 +retention and dominance strategy. And what's the + +162 +00:09:54,330 --> 00:09:58,770 +meaning of account? Customers. So all the time you + +163 +00:09:58,770 --> 00:10:02,050 +have to be very careful regarding the selection of + +164 +00:10:02,050 --> 00:10:04,410 +the nature of the customers whom you are going to + +165 +00:10:04,410 --> 00:10:07,910 +deal with. In addition, we have to do our best in + +166 +00:10:07,910 --> 00:10:14,490 +order to retain them. And according to the science + +167 +00:10:14,490 --> 00:10:20,770 +of sales research, keeping or maintaining or + +168 +00:10:20,770 --> 00:10:24,850 +retaining the customers is considered to be the + +169 +00:10:24,850 --> 00:10:27,590 +biggest and the highest source of profitability. + +170 +00:10:29,880 --> 00:10:34,760 +Keeping the customers loyal to our firm is the + +171 +00:10:34,760 --> 00:10:37,280 +strongest and most excellent resource of + +172 +00:10:37,280 --> 00:10:39,800 +increasing our own profitability as a sales + +173 +00:10:39,800 --> 00:10:42,600 +organization. We are going to discuss this issue + +174 +00:10:42,600 --> 00:10:47,520 +in the coming classes. Also, we have to develop an + +175 +00:10:47,520 --> 00:10:49,640 +appropriate portfolio of the account relationship. + +176 +00:10:50,080 --> 00:10:51,740 +In addition, we have to consider long-term + +177 +00:10:51,740 --> 00:10:54,900 +relationships rather than short-term ones. And + +178 +00:10:54,900 --> 00:10:57,100 +finally, we have to establish tactical and + +179 +00:10:57,100 --> 00:10:59,400 +operational goals that facilitate the firm's + +180 +00:10:59,400 --> 00:11:02,960 +strategy implementation. Now, we would like to + +181 +00:11:02,960 --> 00:11:07,840 +focus on two words. The first one tactical and the + +182 +00:11:07,840 --> 00:11:12,340 +second one is operational. I want somebody to tell + +183 +00:11:12,340 --> 00:11:15,790 +me what are the differences between the two. I + +184 +00:11:15,790 --> 00:11:17,430 +think you studied them in Business Essential + +185 +00:11:17,430 --> 00:11:21,330 +Number 1 or 2 as I remember. What are the + +186 +00:11:21,330 --> 00:11:26,990 +differences between the two? Now listen, while we + +187 +00:11:26,990 --> 00:11:30,450 +are talking about strategic planning, this means + +188 +00:11:30,450 --> 00:11:32,610 +we shouldn't forget the other types or categories + +189 +00:11:32,610 --> 00:11:36,030 +of planning. A planning might be strategic, and a + +190 +00:11:36,030 --> 00:11:37,890 +planning might be tactical, and a planning might + +191 +00:11:37,890 --> 00:11:40,870 +be operational. Generally, if we would like to + +192 +00:11:40,870 --> 00:11:46,240 +compare between the tactical planning or the + +193 +00:11:46,240 --> 00:11:49,820 +operational planning, we are going to compare + +194 +00:11:49,820 --> 00:11:53,400 +between them regarding two points of view. The + +195 +00:11:53,400 --> 00:11:56,180 +first one, we would like to talk about authority. + +196 +00:11:58,020 --> 00:12:00,300 +On the second one, we are going to compare between + +197 +00:12:00,300 --> 00:12:04,740 +the two regarding the horizon of time. The + +198 +00:12:04,740 --> 00:12:06,920 +authority, those people who are going to take a + +199 +00:12:06,920 --> 00:12:10,920 +decision regarding their tactical goals, they are + +200 +00:12:10,920 --> 00:12:12,720 +belonging to something called middle management. + +201 +00:12:14,450 --> 00:12:17,170 +The middle management includes what? For example, + +202 +00:12:17,310 --> 00:12:19,890 +heads of the department, officers of the + +203 +00:12:19,890 --> 00:12:25,090 +department. And for the operational goals or for + +204 +00:12:25,090 --> 00:12:27,390 +the operational planning, the people who are going + +205 +00:12:27,390 --> 00:12:31,910 +to be responsible, they are first line or lower + +206 +00:12:31,910 --> 00:12:35,570 +level of management. Of course, alarm isn't a type + +207 +00:12:35,570 --> 00:12:38,990 +of smoking. Alarm is the first lower level of + +208 +00:12:38,990 --> 00:12:42,570 +management. The second one or the second + +209 +00:12:42,570 --> 00:12:45,170 +difference or point of view, we are comparing + +210 +00:12:45,170 --> 00:12:48,270 +between the two regarding time. Time for the + +211 +00:12:48,270 --> 00:12:51,390 +tactical planning. All the time we are talking + +212 +00:12:51,390 --> 00:12:53,970 +about something in between, which means it might + +213 +00:12:53,970 --> 00:12:58,030 +include weeks or months. Exactly. Excellent. But + +214 +00:12:58,030 --> 00:13:02,980 +here we are talking about daily. Excellent. We are + +215 +00:13:02,980 --> 00:13:06,180 +referring to a daily time horizon. So these are + +216 +00:13:06,180 --> 00:13:08,280 +the major differences between the tactical + +217 +00:13:08,280 --> 00:13:11,000 +planning along with the operational planning. Both + +218 +00:13:11,000 --> 00:13:14,900 +of them are apart and parcel from our strategy. + +219 +00:13:18,220 --> 00:13:21,760 +Any questions or comments about this? Now we are + +220 +00:13:21,760 --> 00:13:23,760 +going to move to the second category or second + +221 +00:13:23,760 --> 00:13:27,400 +competency. The second competency is related to + +222 +00:13:27,400 --> 00:13:30,450 +something called coaching. As we said in the + +223 +00:13:30,450 --> 00:13:32,170 +previous classes, what did we say about coaching? + +224 +00:13:32,870 --> 00:13:36,750 +We said coaching includes training, learning, + +225 +00:13:37,130 --> 00:13:42,330 +guidance and motivation. Now regarding the + +226 +00:13:42,330 --> 00:13:46,170 +coaching, if you would like to have a successful + +227 +00:13:46,170 --> 00:13:50,090 +sales agency or firm, all the time remember we + +228 +00:13:50,090 --> 00:13:53,470 +have to coach our team members. How we are going + +229 +00:13:53,470 --> 00:13:56,870 +to coach our team members? By providing them with + +230 +00:13:56,870 --> 00:14:01,370 +a continuous verbal feedback. When we are saying + +231 +00:14:01,370 --> 00:14:06,490 +verbal, we are referring to oral feedback. In + +232 +00:14:06,490 --> 00:14:13,550 +other words, here we + +233 +00:14:13,550 --> 00:14:15,390 +have to provide specific and continuous + +234 +00:14:15,390 --> 00:14:17,970 +performance and selling skills feedback to our + +235 +00:14:17,970 --> 00:14:20,760 +team members. In addition, we have to build a + +236 +00:14:20,760 --> 00:14:23,680 +feeling of appreciation and recognition by taking + +237 +00:14:23,680 --> 00:14:26,460 +the time to acknowledge a job still done, an + +238 +00:14:26,460 --> 00:14:29,380 +effort beyond the call of duty or an important + +239 +00:14:29,380 --> 00:14:33,200 +victory. Finally, we have to reinforce successes + +240 +00:14:33,200 --> 00:14:37,620 +and nice tries to support desirable behaviors. A + +241 +00:14:37,620 --> 00:14:43,900 +part of the coaching is motivation. Let's give + +242 +00:14:43,900 --> 00:14:47,500 +example. Imagine somebody is working with us as a + +243 +00:14:47,500 --> 00:14:51,930 +seller. Let's return back to Alaa or Alaa as + +244 +00:14:51,930 --> 00:14:56,950 +example. If you are going to tell Alaa that our + +245 +00:14:56,950 --> 00:15:00,710 +strategy is to achieve or to increase our sales + +246 +00:15:00,710 --> 00:15:05,250 +percentage to be more than or 10% for the coming + +247 +00:15:05,250 --> 00:15:09,910 +three months, October, November, December 2012. + +248 +00:15:10,890 --> 00:15:13,230 +And after the end of this month, we found that + +249 +00:15:13,230 --> 00:15:16,870 +Alaa was able to achieve or to exceed this goal by + +250 +00:15:16,870 --> 00:15:22,890 +having something called 11% of this goal. + +251 +00:15:23,810 --> 00:15:27,170 +Is this an indicator that Walaa's performance is + +252 +00:15:27,170 --> 00:15:31,530 +good or excellent? Yes. Is it okay? It's very + +253 +00:15:31,530 --> 00:15:35,850 +okay. Should we appreciate and acknowledge her + +254 +00:15:35,850 --> 00:15:39,960 +work? Of course. If you are going to appreciate + +255 +00:15:39,960 --> 00:15:42,860 +and acknowledge her work, what is the impact of + +256 +00:15:42,860 --> 00:15:45,680 +this behavior on the soul and the spirit of a + +257 +00:15:45,680 --> 00:15:49,420 +staff member like Walaa? She will be motivated and + +258 +00:15:49,420 --> 00:15:52,560 +she will continue the excellent work. What do you + +259 +00:15:52,560 --> 00:15:55,160 +think her behavior is going to look like in the + +260 +00:15:55,160 --> 00:15:59,540 +future? Also, she is going to double her work in + +261 +00:15:59,540 --> 00:16:03,260 +order to exceed or to increase her sales + +262 +00:16:03,260 --> 00:16:06,660 +percentage or achievements, which happened in the + +263 +00:16:06,660 --> 00:16:10,350 +past. طيب، this is an optimistic and a positive + +264 +00:16:10,350 --> 00:16:12,730 +scenario. What is the pessimistic and the + +265 +00:16:12,730 --> 00:16:16,230 +unwelcome scenario? If Ola is going to achieve + +266 +00:16:16,230 --> 00:16:20,110 +this 11% goal, some companies or some management + +267 +00:16:20,110 --> 00:16:22,450 +they might committed a very terrible mistake. What + +268 +00:16:22,450 --> 00:16:27,050 +is it? They might say okay that's fine or go on. + +269 +00:16:27,710 --> 00:16:30,370 +We are not going to thank her, we are not going to + +270 +00:16:30,370 --> 00:16:32,510 +appreciate her work, even we are not going to + +271 +00:16:32,510 --> 00:16:35,510 +provide her with any rewarding system or any + +272 +00:16:35,510 --> 00:16:38,730 +reward types. But what is the impact on the soul + +273 +00:16:38,730 --> 00:16:41,290 +and the spirit of a staff member like Wala in this + +274 +00:16:41,290 --> 00:16:43,970 +scenario? Do you think she is going to be more + +275 +00:16:43,970 --> 00:16:46,870 +motivated in the next times? We do not think so. + +276 +00:16:46,930 --> 00:16:49,390 +She is going to be depressed and frustrated. Why? + +277 +00:16:49,930 --> 00:16:51,950 +Because her performance and achievement was not + +278 +00:16:51,950 --> 00:16:55,070 +welcomed or prized. + +279 +00:16:56,670 --> 00:16:59,550 +Therefore, part of the responsibilities for the + +280 +00:16:59,550 --> 00:17:02,050 +coaching competencies, management must be + +281 +00:17:02,050 --> 00:17:07,030 +sensitive. if staff members did an excellent work + +282 +00:17:07,030 --> 00:17:10,310 +we have to appreciate and acknowledge this success + +283 +00:17:10,310 --> 00:17:14,150 +and achievement and we should not ignore this + +284 +00:17:14,150 --> 00:17:17,450 +thing this is very important this is apart from + +285 +00:17:17,450 --> 00:17:20,870 +achieving something called successful sales agency + +286 +00:17:20,870 --> 00:17:26,330 +okay now let's move on to a second thing also + +287 +00:17:26,330 --> 00:17:28,470 +while we are talking about coaching we have to + +288 +00:17:28,470 --> 00:17:32,590 +talk about one keyword which is called role what's + +289 +00:17:32,590 --> 00:17:35,960 +the meaning of role? the type of the work or the + +290 +00:17:35,960 --> 00:17:39,640 +nature which senior managers are going to adopt in + +291 +00:17:39,640 --> 00:17:42,340 +the front of the eyes of the colleagues in the + +292 +00:17:42,340 --> 00:17:44,940 +front of the eyes of the staff members in the + +293 +00:17:44,940 --> 00:17:47,580 +front of the eyes of the members who are working + +294 +00:17:47,580 --> 00:17:51,720 +within the team in other words all the time the + +295 +00:17:51,720 --> 00:17:55,260 +manager must be a good example and we have to add + +296 +00:17:55,260 --> 00:18:01,050 +the adjective a good example Not a bad example. In + +297 +00:18:01,050 --> 00:18:04,110 +other words, while we are going to manage the + +298 +00:18:04,110 --> 00:18:07,830 +other members of the team, we should not teach + +299 +00:18:07,830 --> 00:18:11,270 +them through decrees. What's the meaning of + +300 +00:18:11,270 --> 00:18:15,990 +decree? Laws. This is the policy. This is the + +301 +00:18:15,990 --> 00:18:18,550 +procedure or these are the procedures and you have + +302 +00:18:18,550 --> 00:18:22,300 +to comply with them. You have to adopt the role + +303 +00:18:22,300 --> 00:18:25,220 +and the other colleagues are going to see and look + +304 +00:18:25,220 --> 00:18:29,100 +at you that what you are saying is implemented in + +305 +00:18:29,100 --> 00:18:32,320 +your personal behavior. But let's give example, + +306 +00:18:33,060 --> 00:18:35,120 +imagine one of the managers is going to attend + +307 +00:18:35,120 --> 00:18:38,480 +office and he is going to conduct a meeting with + +308 +00:18:38,480 --> 00:18:43,040 +his staff members and he or she will tell them, + +309 +00:18:43,560 --> 00:18:46,180 +hey guys, I want you to come to the work every + +310 +00:18:46,180 --> 00:18:50,300 +morning at eight o'clock exactly.Any person who is + +311 +00:18:50,300 --> 00:18:52,640 +going to be late for 30 seconds, he is going to be + +312 +00:18:52,640 --> 00:18:58,160 +dismissed. This is his procedure. Next day this + +313 +00:18:58,160 --> 00:19:03,720 +manager came late, he came 8.10 or 8.30. So is he + +314 +00:19:03,720 --> 00:19:06,600 +giving us a good example? Of course not. He is + +315 +00:19:06,600 --> 00:19:09,120 +giving us a very bad example. Tab what do you + +316 +00:19:09,120 --> 00:19:11,680 +think? Is this going to be reflected on the mood + +317 +00:19:11,680 --> 00:19:14,320 +and the behaviors of the rest members of the team? + +318 +00:19:14,580 --> 00:19:17,800 +Of course. They are going to say our manager is + +319 +00:19:17,800 --> 00:19:20,800 +talking but unfortunately he isn't walking the + +320 +00:19:20,800 --> 00:19:24,540 +talking. He isn't walking the talking. In other + +321 +00:19:24,540 --> 00:19:27,560 +words, he is saying something from his tongue but + +322 +00:19:27,560 --> 00:19:31,210 +on the actual ground regarding the deeds His deeds + +323 +00:19:31,210 --> 00:19:34,130 +are completely separated from his sayings. + +324 +00:19:35,050 --> 00:19:38,130 +Therefore, in this scenario, this manager is a bad + +325 +00:19:38,130 --> 00:19:41,590 +example and it is going to influence negatively on + +326 +00:19:41,590 --> 00:19:46,130 +the spirit and soul of the other staff members. So + +327 +00:19:46,130 --> 00:19:48,390 +we have to provide good role models, either + +328 +00:19:48,390 --> 00:19:50,670 +themselves or others, and sharing best practices. + +329 +00:19:51,170 --> 00:19:53,710 +And finally, models of professional attitudes and + +330 +00:19:53,710 --> 00:19:56,910 +behaviors. All these things are providing us with + +331 +00:19:56,910 --> 00:20:01,710 +a very important lesson. Be a positive model. Be a + +332 +00:20:01,710 --> 00:20:05,350 +positive example. Have a good role. If you are + +333 +00:20:05,350 --> 00:20:07,250 +going to make these things, this is going to + +334 +00:20:07,250 --> 00:20:11,390 +influence mainly on the rest members of the team. + +335 +00:20:12,250 --> 00:20:16,250 +Or don't be satisfied by verbal talking. This + +336 +00:20:16,250 --> 00:20:21,230 +isn't enough. Now let's go to another thing. Let's + +337 +00:20:21,230 --> 00:20:25,350 +talk about something called trust building. Now + +338 +00:20:25,350 --> 00:20:28,490 +this is or the trust building under the coaching. + +339 +00:20:29,770 --> 00:20:32,190 +All the time remember we have to maintain good + +340 +00:20:32,190 --> 00:20:35,170 +rapport. What's good rapport? Linkage or + +341 +00:20:35,170 --> 00:20:39,630 +connection. Linkage or connection. We have to + +342 +00:20:39,630 --> 00:20:41,710 +create or maintain a good connection or linkage + +343 +00:20:41,710 --> 00:20:44,890 +with the sales team and foster open communication. + +344 +00:20:46,770 --> 00:20:50,690 +Reinforce open communications, collaborations, + +345 +00:20:51,270 --> 00:20:53,330 +creativity initiatives and appropriate risk + +346 +00:20:53,330 --> 00:20:57,270 +taking. All these things are important. During the + +347 +00:20:57,270 --> 00:21:01,700 +coaching, the manager must do all of them. In + +348 +00:21:01,700 --> 00:21:03,920 +addition, we have to add values through + +349 +00:21:03,920 --> 00:21:06,220 +communication-relevant selling experiences, or + +350 +00:21:06,220 --> 00:21:09,700 +finally, we have to sell or help salespeople to + +351 +00:21:09,700 --> 00:21:13,000 +look good through two-way communications. What is + +352 +00:21:13,000 --> 00:21:15,560 +the meaning of this? This means as follows. Look + +353 +00:21:15,560 --> 00:21:18,680 +at here. All organizations and as we studied + +354 +00:21:18,680 --> 00:21:21,600 +before, they are going to be hierarched into three + +355 +00:21:21,600 --> 00:21:24,520 +levels. The first level we are talking about high + +356 +00:21:24,520 --> 00:21:28,400 +management, the second middle management, and the + +357 +00:21:28,400 --> 00:21:34,060 +last is Lower level management. Now, generally, + +358 +00:21:35,220 --> 00:21:37,340 +the flow of communication is going to be in one + +359 +00:21:37,340 --> 00:21:39,480 +direction. It is coming from the top and going + +360 +00:21:39,480 --> 00:21:44,380 +down. In other words, this senior management, if + +361 +00:21:44,380 --> 00:21:46,100 +they are going to talk about new policy, new + +362 +00:21:46,100 --> 00:21:49,000 +procedures or new strategy, generally it is going + +363 +00:21:49,000 --> 00:21:51,120 +to come from the senior management and later on it + +364 +00:21:51,120 --> 00:21:52,860 +will be conveyed to the middle management and + +365 +00:21:52,860 --> 00:21:55,340 +lower level management. Because of this, we are + +366 +00:21:55,340 --> 00:21:58,720 +saying this is one-way communication rather than + +367 +00:21:58,720 --> 00:22:01,600 +two-way communication. But the best scenario or + +368 +00:22:01,600 --> 00:22:03,420 +the best strategy which we are going to do in this + +369 +00:22:03,420 --> 00:22:06,800 +way as a successful sales agency, we should add + +370 +00:22:06,800 --> 00:22:11,590 +another arrow. This another arrow means also + +371 +00:22:11,590 --> 00:22:14,190 +communication or information should be allowed to + +372 +00:22:14,190 --> 00:22:18,730 +come from the bottom to the top. In this way, we + +373 +00:22:18,730 --> 00:22:22,410 +are going to have two-way communication. Somebody + +374 +00:22:22,410 --> 00:22:25,410 +is going to say, is this influencing the spirit of + +375 +00:22:25,410 --> 00:22:29,190 +the team? Of course. Let's give example. Imagine + +376 +00:22:29,190 --> 00:22:31,730 +Farah, she is working as a seller and she is + +377 +00:22:31,730 --> 00:22:33,990 +leaving her or her position is in the lower level + +378 +00:22:33,990 --> 00:22:38,020 +of management. If she is going to work in a sales + +379 +00:22:38,020 --> 00:22:40,840 +organization which is adopting one-way + +380 +00:22:40,840 --> 00:22:43,480 +communication, in other words, she is receiving + +381 +00:22:43,480 --> 00:22:45,980 +orders from the top or from the middle management + +382 +00:22:45,980 --> 00:22:49,220 +and she is just executing or implementing them, + +383 +00:22:49,760 --> 00:22:53,700 +this means she will feel and she will believe that + +384 +00:22:53,700 --> 00:22:57,580 +she is only a follower. She doesn't have value. + +385 +00:22:58,340 --> 00:23:01,040 +She is implementing. She is an executive machine. + +386 +00:23:01,160 --> 00:23:04,520 +That's it. Is this going to hurt our spirit and + +387 +00:23:05,200 --> 00:23:09,940 +motivation of course it's going to hurt us because + +388 +00:23:09,940 --> 00:23:13,540 +each person is going to feel that he or she is + +389 +00:23:13,540 --> 00:23:19,140 +apart from the executive machine but if Farah is + +390 +00:23:19,140 --> 00:23:21,820 +going to live or work in a sales organization + +391 +00:23:21,820 --> 00:23:25,400 +where we are having two-way communications this + +392 +00:23:25,400 --> 00:23:31,460 +means Farah will feel that she has a value How she + +393 +00:23:31,460 --> 00:23:34,940 +is having a value? She is having a value because + +394 +00:23:34,940 --> 00:23:39,440 +she can collect information and she can pass this + +395 +00:23:39,440 --> 00:23:42,260 +information to the lower level of management and + +396 +00:23:42,260 --> 00:23:44,560 +she can participate in the decision making. + +397 +00:23:45,340 --> 00:23:48,540 +Therefore, in this scenario, Farah, she is going + +398 +00:23:48,540 --> 00:23:51,680 +to feel self-entity. What is the meaning of self + +399 +00:23:51,680 --> 00:23:58,900 +-entity? Exactly. Entity kainuna, that. And this + +400 +00:23:58,900 --> 00:24:01,960 +is going to motivate our spirit. And this is going + +401 +00:24:01,960 --> 00:24:04,500 +to encourage us to continue working with open + +402 +00:24:04,500 --> 00:24:08,880 +heart and mind in this organization. Why? Because + +403 +00:24:08,880 --> 00:24:12,340 +we have a full membership within this + +404 +00:24:12,340 --> 00:24:16,500 +organization. But if you are going to work under + +405 +00:24:16,500 --> 00:24:19,260 +one-way communication, this membership will not be + +406 +00:24:19,260 --> 00:24:23,560 +complete. Okay? Any question? Any comments? Any + +407 +00:24:23,560 --> 00:24:29,290 +suggestion? Move on. In addition, we will continue + +408 +00:24:29,290 --> 00:24:31,930 +talking about team building competency. Now let's + +409 +00:24:31,930 --> 00:24:35,350 +talk about designing teams. All the time remember, + +410 +00:24:36,070 --> 00:24:39,150 +if the sales agency would like to succeed in its + +411 +00:24:39,150 --> 00:24:42,850 +work, this means senior managers must be able to + +412 +00:24:42,850 --> 00:24:46,830 +hire the best members who can work according to + +413 +00:24:46,830 --> 00:24:51,570 +the spirit of a team. According to the spirit of a + +414 +00:24:51,570 --> 00:24:54,830 +team. Somebody is going to say, all people can + +415 +00:24:54,830 --> 00:24:58,910 +work within teams. The answer is no. Therefore, at + +416 +00:24:58,910 --> 00:25:01,050 +the very beginning of this semester or course, + +417 +00:25:01,390 --> 00:25:03,650 +what did I tell you? I told you there is going to + +418 +00:25:03,650 --> 00:25:06,890 +be a research project. This research project is + +419 +00:25:06,890 --> 00:25:10,690 +going to be conducted by a group of students. Some + +420 +00:25:10,690 --> 00:25:13,090 +of the students objected or protested. They said, + +421 +00:25:13,710 --> 00:25:17,150 +we prefer to work alone. If you are going to say I + +422 +00:25:17,150 --> 00:25:21,570 +prefer to work alone, this is a signal that you + +423 +00:25:21,570 --> 00:25:25,260 +are not ready to work within a team. or you do not + +424 +00:25:25,260 --> 00:25:27,940 +want to work within a team, or you do not feel + +425 +00:25:27,940 --> 00:25:30,640 +comfortable working within the team. Well, this + +426 +00:25:30,640 --> 00:25:33,300 +thing is something disadvantage for you, + +427 +00:25:33,860 --> 00:25:35,700 +especially if you are talking about current + +428 +00:25:35,700 --> 00:25:38,500 +management. Current management is saying simply + +429 +00:25:38,500 --> 00:25:42,880 +nowadays organizations which will be founded on + +430 +00:25:42,880 --> 00:25:46,160 +one person, one manager is a failure organization. + +431 +00:25:48,400 --> 00:25:52,440 +Now, the whole work is done through teams rather + +432 +00:25:52,440 --> 00:25:56,720 +than through individuals. But this is one of the + +433 +00:25:56,720 --> 00:26:01,540 +purposes for why I am assigning teams. Why we are + +434 +00:26:01,540 --> 00:26:04,320 +assigning teams regarding our research for this + +435 +00:26:04,320 --> 00:26:07,920 +project. Okay, so we have to create a reward + +436 +00:26:07,920 --> 00:26:10,100 +system that is fair within the context of team + +437 +00:26:10,100 --> 00:26:13,220 +effort. When rewarding, it is reminding us with + +438 +00:26:13,220 --> 00:26:14,940 +the motivating which we have just talked about. + +439 +00:26:15,420 --> 00:26:19,250 +But here we have a condition. This condition is + +440 +00:26:19,250 --> 00:26:22,210 +informing the senior management that it is a + +441 +00:26:22,210 --> 00:26:25,250 +beautiful and nice thing to create a reward system + +442 +00:26:25,250 --> 00:26:28,290 +to motivate our employees. But we have to add + +443 +00:26:28,290 --> 00:26:30,790 +another word. We are talking about equity. + +444 +00:26:33,290 --> 00:26:37,790 +We are talking about fairness. Let's give an + +445 +00:26:37,790 --> 00:26:40,810 +example. Vlad and Hanin, both of them are + +446 +00:26:40,810 --> 00:26:42,630 +colleagues and they are working within one team. + +447 +00:26:43,610 --> 00:26:46,890 +Hanin, she did a very excellent work. And her + +448 +00:26:46,890 --> 00:26:49,410 +relationship and the personal one with the + +449 +00:26:49,410 --> 00:26:51,890 +supervisor is excellent. Because of this, the + +450 +00:26:51,890 --> 00:26:54,790 +manager decided to provide her with a reward. This + +451 +00:26:54,790 --> 00:26:57,530 +reward might be a bonus, might be a thankful + +452 +00:26:57,530 --> 00:27:01,110 +letter or whatever. Well, she did the same work, + +453 +00:27:01,190 --> 00:27:03,970 +but unfortunately, her relationship with the + +454 +00:27:03,970 --> 00:27:07,490 +supervisor sometimes it is tense. Therefore, the + +455 +00:27:07,490 --> 00:27:09,530 +manager decided to reward Hanin and to ignore + +456 +00:27:09,530 --> 00:27:12,650 +Walaa. Is this an acceptable affair rewarding + +457 +00:27:12,650 --> 00:27:16,390 +system? No. Is it going to create problems? Yes. + +458 +00:27:17,230 --> 00:27:20,630 +With Walaa only? No. With every member within the + +459 +00:27:20,630 --> 00:27:23,030 +team and with every member within the + +460 +00:27:23,030 --> 00:27:28,310 +organization. Why? Workers or employees or sales + +461 +00:27:28,310 --> 00:27:30,550 +persons, they are smart, they have brains, they + +462 +00:27:30,550 --> 00:27:33,650 +are very sensitive. Whenever they are going to + +463 +00:27:33,650 --> 00:27:39,260 +smell that there is a kind of bias, Exercise by + +464 +00:27:39,260 --> 00:27:43,000 +the senior management. This is going to crack the + +465 +00:27:43,000 --> 00:27:43,760 +unity of the team. + +466 +00:27:49,080 --> 00:27:52,880 +Crack means the unity of the team, which is going + +467 +00:27:52,880 --> 00:27:55,840 +to influence negatively on the overall performance + +468 +00:27:55,840 --> 00:28:00,060 +of the organization. Also, we have to coordinate + +469 +00:28:00,060 --> 00:28:01,560 +team goals with the overall goals of the + +470 +00:28:01,560 --> 00:28:04,940 +organization. Remember, a team is one part from + +471 +00:28:04,940 --> 00:28:07,820 +the overall organization. In other words, if you + +472 +00:28:07,820 --> 00:28:10,300 +are going to establish a team, our goals or the + +473 +00:28:10,300 --> 00:28:12,780 +goals of the team should not be separated from the + +474 +00:28:12,780 --> 00:28:16,770 +overall goals of the mother, which is the + +475 +00:28:16,770 --> 00:28:19,930 +organization. Also coordinate team activities with + +476 +00:28:19,930 --> 00:28:22,610 +the requirements of functional areas within the + +477 +00:28:22,610 --> 00:28:26,150 +organization. So all these things are tips and + +478 +00:28:26,150 --> 00:28:28,890 +advices for managers in order to reinforce + +479 +00:28:28,890 --> 00:28:33,210 +something called designing sales teams. Any + +480 +00:28:33,210 --> 00:28:36,310 +questions? Any comments about this? Continuing + +481 +00:28:36,310 --> 00:28:38,470 +with the team building, let's talk about creating + +482 +00:28:38,470 --> 00:28:42,090 +supportive environment. Managers also should hire + +483 +00:28:42,090 --> 00:28:43,630 +people that will be successful in team + +484 +00:28:43,630 --> 00:28:47,100 +environment. As we said, some people they are + +485 +00:28:47,100 --> 00:28:52,100 +mastering working within teams, while other people + +486 +00:28:52,100 --> 00:28:55,500 +they are unfortunate they are not able to do or to + +487 +00:28:55,500 --> 00:28:58,080 +coordinate or to adjust with the colleagues within + +488 +00:28:58,080 --> 00:29:01,260 +the team. If you are going as a manager and feel + +489 +00:29:01,260 --> 00:29:03,700 +that some of the members they cannot do or work + +490 +00:29:03,700 --> 00:29:08,500 +within a team, they should be removed if you are + +491 +00:29:08,500 --> 00:29:12,000 +not able to train or educate them how to work as a + +492 +00:29:12,000 --> 00:29:16,170 +member within a team. Also, training programs that + +493 +00:29:16,170 --> 00:29:18,310 +encourage teamwork and integrate the individual + +494 +00:29:18,310 --> 00:29:21,230 +members of the sales team together to form a + +495 +00:29:21,230 --> 00:29:24,850 +function-supportive team. Any question about team + +496 +00:29:24,850 --> 00:29:28,910 +building? Any question? Remember our goal. + +497 +00:29:29,510 --> 00:29:33,430 +Nowadays, work is done through teams rather than + +498 +00:29:33,430 --> 00:29:38,290 +through individuals. This is the nature of today's + +499 +00:29:38,290 --> 00:29:40,890 +organization. Either we are talking about sales or + +500 +00:29:40,890 --> 00:29:46,330 +non-sales ones. Okay, let's talk about team + +501 +00:29:46,330 --> 00:29:48,510 +building once again, and let's talk about managing + +502 +00:29:48,510 --> 00:29:51,290 +team dynamics. What's the meaning of the word + +503 +00:29:51,290 --> 00:29:56,210 +dynamics? Exactly. It is mobilized, it is + +504 +00:29:56,210 --> 00:29:59,610 +changeable all the time. It means what? We have to + +505 +00:29:59,610 --> 00:30:01,510 +understand the strengths and weaknesses of the + +506 +00:30:01,510 --> 00:30:03,550 +team members and using their strengths to + +507 +00:30:03,550 --> 00:30:06,930 +accomplish tasks as a team, once again. Also, + +508 +00:30:07,290 --> 00:30:09,410 +facilitate cooperative behavior and keep the team + +509 +00:30:09,410 --> 00:30:13,770 +moving towards its goals. This is our goal. Team + +510 +00:30:13,770 --> 00:30:17,210 +should go on and focus on one area, which is the + +511 +00:30:17,210 --> 00:30:20,270 +goal which we must achieve, the goal which was + +512 +00:30:20,270 --> 00:30:24,110 +assigned to us. Let's give example. Imagine Fatin + +513 +00:30:24,110 --> 00:30:27,410 +and Iman, both of them they are working within a + +514 +00:30:27,410 --> 00:30:31,990 +sales team. You as a manager, you must be able to + +515 +00:30:31,990 --> 00:30:34,990 +analyze the personalities of each staff members, + +516 +00:30:35,210 --> 00:30:38,410 +of each staff members. Therefore, + +517 +00:30:43,530 --> 00:30:46,810 +Therefore, Fatin, if we know from her personal + +518 +00:30:46,810 --> 00:30:51,090 +file, she is very nervous, or she can be agitated + +519 +00:30:51,090 --> 00:30:55,590 +easily. And we know, on the other hand, a man's + +520 +00:30:55,590 --> 00:30:57,790 +character is completely different. She is very + +521 +00:30:57,790 --> 00:31:01,690 +relaxed, she is patient, or she can deal even with + +522 +00:31:01,690 --> 00:31:05,310 +hard people. In this scenario, imagine, if you are + +523 +00:31:05,310 --> 00:31:09,560 +going to have opposition, And this position is for + +524 +00:31:09,560 --> 00:31:12,080 +a staff member who is going to interact and deal + +525 +00:31:12,080 --> 00:31:15,480 +with customer service. As you know, customer + +526 +00:31:15,480 --> 00:31:18,700 +services, this department is going to handle + +527 +00:31:18,700 --> 00:31:23,140 +customers' problems or customer complaints. In + +528 +00:31:23,140 --> 00:31:25,680 +this scenario, as a manager, if you would like to + +529 +00:31:25,680 --> 00:31:28,980 +divide the roles of the members of the team, whom + +530 +00:31:28,980 --> 00:31:32,630 +should be given this post? Fatima or Iman? Iman of + +531 +00:31:32,630 --> 00:31:35,990 +course. Because of this all the time remember each + +532 +00:31:35,990 --> 00:31:38,430 +one has its own strengths and each one has its own + +533 +00:31:38,430 --> 00:31:42,010 +weaknesses. According to the strengths point we + +534 +00:31:42,010 --> 00:31:44,650 +must assign his role and his responsibilities and + +535 +00:31:44,650 --> 00:31:49,130 +duties. We must keep him away or keep him or keep + +536 +00:31:49,130 --> 00:31:51,890 +her away from the position which is going to + +537 +00:31:51,890 --> 00:31:56,190 +display her weaknesses. This is the responsibility + +538 +00:31:56,190 --> 00:32:01,270 +of whom? The manager. Okay, the same thing we + +539 +00:32:01,270 --> 00:32:03,530 +should facilitate cooperative behavior and keeps + +540 +00:32:03,530 --> 00:32:05,710 +the team moving towards its own goals as we said + +541 +00:32:05,710 --> 00:32:08,570 +before. Any question, any comments about this? If + +542 +00:32:08,570 --> 00:32:10,450 +somebody is going to say I am perfect, no you are + +543 +00:32:10,450 --> 00:32:14,270 +not perfect. Each one of us has its own weakening + +544 +00:32:14,270 --> 00:32:18,630 +points and strong points. Do the work according to + +545 +00:32:18,630 --> 00:32:22,590 +the strong points which the member is having. By + +546 +00:32:22,590 --> 00:32:25,730 +this way, we are going to create a very solid and + +547 +00:32:25,730 --> 00:32:31,150 +strong team members. Okay, any question, any + +548 +00:32:31,150 --> 00:32:34,490 +comment about this? Okay, let's go to the final + +549 +00:32:34,490 --> 00:32:37,570 +competency. The final competency for today's + +550 +00:32:37,570 --> 00:32:39,330 +class, we are going to talk about something called + +551 +00:32:39,330 --> 00:32:43,570 +self-management. Remember, if I'm going to say + +552 +00:32:43,570 --> 00:32:46,510 +self-management, whenever we are going to listen + +553 +00:32:46,510 --> 00:32:50,650 +to this word or to this phrase, you are going to + +554 +00:32:50,650 --> 00:32:55,490 +connect it with words like, what is it? + +555 +00:32:56,150 --> 00:32:57,270 +Accountability, delegation, + +556 +00:33:00,360 --> 00:33:05,900 +Initiative, leadership, what else? Responsibility. + +557 +00:33:07,220 --> 00:33:10,580 +So what do we understand from these words? We are + +558 +00:33:10,580 --> 00:33:13,040 +understanding from these words that nowadays + +559 +00:33:13,040 --> 00:33:16,600 +members of the team should not wait till orders + +560 +00:33:16,600 --> 00:33:20,940 +will be given to them. Members within the team + +561 +00:33:20,940 --> 00:33:24,260 +should not wait till the orders are going to come + +562 +00:33:24,260 --> 00:33:26,940 +to them. In other words, they have to be + +563 +00:33:26,940 --> 00:33:29,880 +initiative and they have to act and work alone and + +564 +00:33:29,880 --> 00:33:34,760 +independently, if possible. Or don't be just a + +565 +00:33:34,760 --> 00:33:36,040 +recipient of instructions. + +566 +00:33:40,800 --> 00:33:44,560 +Work nowadays isn't done through this way. In + +567 +00:33:44,560 --> 00:33:48,300 +addition, management doesn't have enough time to + +568 +00:33:48,300 --> 00:33:50,460 +provide you with every tiny instruction. + +569 +00:33:51,480 --> 00:33:54,540 +Management would like to look at a team member who + +570 +00:33:54,540 --> 00:33:57,080 +can understand quickly and who can act + +571 +00:33:57,080 --> 00:34:01,460 +independently. + +572 +00:34:02,340 --> 00:34:05,660 +So all the time we should have clear personal + +573 +00:34:05,660 --> 00:34:08,280 +standards that serve as a foundation for a sense + +574 +00:34:08,280 --> 00:34:10,600 +of integrity and ethical conduct by the sales + +575 +00:34:10,600 --> 00:34:14,400 +team. Projects' self-assurance doesn't just tell + +576 +00:34:14,400 --> 00:34:17,320 +people what they want to hear. Also, we should + +577 +00:34:17,320 --> 00:34:19,400 +have willingness to admit mistakes and accept + +578 +00:34:19,400 --> 00:34:22,860 +responsibility of our own actions. + +579 +00:34:26,260 --> 00:34:30,880 +Working independently doesn't mean we are going to + +580 +00:34:30,880 --> 00:34:36,060 +avoid our responsibility. Senior management of + +581 +00:34:36,060 --> 00:34:38,460 +NSA's organization or any organization generally, + +582 +00:34:39,100 --> 00:34:41,240 +they must reinforce something called code of + +583 +00:34:41,240 --> 00:34:41,600 +ethics. + +584 +00:34:47,200 --> 00:34:51,220 +This code of ethics should not have or should not + +585 +00:34:51,220 --> 00:34:55,340 +be written only, but also members should see it + +586 +00:34:55,340 --> 00:34:58,220 +through the behavior and the models of the + +587 +00:34:58,220 --> 00:35:01,260 +managers. Now imagine + +588 +00:35:03,430 --> 00:35:05,950 +You are a manager and while you are working + +589 +00:35:05,950 --> 00:35:08,670 +through the corridor of the company, you heard one + +590 +00:35:08,670 --> 00:35:11,610 +of your staff members who is working in the sales + +591 +00:35:11,610 --> 00:35:14,730 +team, he was shouting over the phone with one of + +592 +00:35:14,730 --> 00:35:18,310 +the customers. After he finished his phone call + +593 +00:35:18,310 --> 00:35:21,490 +conversation, you invited her to come to your + +594 +00:35:21,490 --> 00:35:26,310 +office and you said, I heard you screaming or + +595 +00:35:26,310 --> 00:35:28,830 +shouting over the phone with one of the customers. + +596 +00:35:30,720 --> 00:35:35,040 +What were you doing? Or justify your behavior? If + +597 +00:35:35,040 --> 00:35:39,620 +this staff member knows that his management or her + +598 +00:35:39,620 --> 00:35:44,160 +management is trusted, open-minded, and they + +599 +00:35:44,160 --> 00:35:47,560 +ensure self-assurance and self-management, the + +600 +00:35:47,560 --> 00:35:50,280 +employee directly will say, I am sorry and I am + +601 +00:35:50,280 --> 00:35:54,400 +apologizing. He is going to explain what happened + +602 +00:35:54,400 --> 00:35:57,760 +exactly, and he will or she will bear the + +603 +00:35:57,760 --> 00:36:01,530 +responsibility. But if the management, I mean the + +604 +00:36:01,530 --> 00:36:04,050 +management of the staff member didn't reinforce + +605 +00:36:04,050 --> 00:36:08,010 +the self-assurance or didn't accustom the working + +606 +00:36:08,010 --> 00:36:09,490 +staff members with something called self + +607 +00:36:09,490 --> 00:36:12,250 +-management, what do you think or how the behavior + +608 +00:36:12,250 --> 00:36:14,910 +of the employee is going to be? Exactly. + +609 +00:36:15,070 --> 00:36:19,590 +Excellent. He's going to lie. But why? Because + +610 +00:36:19,590 --> 00:36:23,490 +originally he isn't trusting the management. He's + +611 +00:36:23,490 --> 00:36:26,130 +saying if I'm not going to lie, they might be able + +612 +00:36:26,130 --> 00:36:31,120 +to cut my neck. Therefore, these things should not + +613 +00:36:31,120 --> 00:36:34,060 +be reinforced. We should reinforce something + +614 +00:36:34,060 --> 00:36:38,060 +called transparency, self-responsibility, self + +615 +00:36:38,060 --> 00:36:40,760 +-management, ability to convince that we are + +616 +00:36:40,760 --> 00:36:44,960 +committing mistakes. If the management is going to + +617 +00:36:44,960 --> 00:36:48,140 +establish these foundations, we will reinforce the + +618 +00:36:48,140 --> 00:36:51,260 +feeling of trust with the employees. You should + +619 +00:36:51,260 --> 00:36:54,660 +expect this result. Employees, if they are + +620 +00:36:54,660 --> 00:36:57,640 +committing mistakes, they will say, we are + +621 +00:36:57,640 --> 00:37:00,160 +carrying the responsibility. But they are not + +622 +00:37:00,160 --> 00:37:04,660 +going to lie, negating that we are not bearing + +623 +00:37:04,660 --> 00:37:07,960 +such responsibility. Any question and comments + +624 +00:37:07,960 --> 00:37:11,220 +about this? Any question about today's class? + +625 +00:37:15,280 --> 00:37:21,020 +What did I say last time? Ah, thank you. Yes, yes. + +626 +00:37:22,330 --> 00:37:26,450 +Yes. Now, listen. Now, we would like to agree on + +627 +00:37:26,450 --> 00:37:26,890 +the groups. + +628 +00:37:31,010 --> 00:37:34,250 +Now, my question is the following. Who didn't have + +629 +00:37:34,250 --> 00:37:38,190 +a membership within a group? Who didn't have a + +630 +00:37:38,190 --> 00:37:44,650 +membership within a group? Everybody? I would like + +631 +00:37:44,650 --> 00:37:47,550 +to some of the students to raise their own hands + +632 +00:37:47,550 --> 00:37:51,090 +if they are having a group of two. Two? + +633 +00:38:01,520 --> 00:38:05,320 +So everybody got a membership within a group? Who + +634 +00:38:05,320 --> 00:38:11,560 +didn't take? Who didn't take? So everything you + +635 +00:38:11,560 --> 00:38:15,200 +didn't take? Okay, who would like to have a + +636 +00:38:15,200 --> 00:38:18,780 +membership for your colleague? What's her name? + +637 +00:38:19,540 --> 00:38:22,260 +Aisha. Aisha doesn't have a team. Who would like + +638 +00:38:22,260 --> 00:38:27,380 +to invite her to come and join their team? None? + +639 +00:38:28,880 --> 00:38:35,040 +You are greedy. You? Okay, that's fine. Coordinate + +640 +00:38:35,040 --> 00:38:39,720 +with her. Any question, any comments? See you next + +641 +00:38:39,720 --> 00:38:42,220 +time. Thank you very much. See you next class. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4.srt new file mode 100644 index 0000000000000000000000000000000000000000..97117c3b62833eabe1928082ba7145612d917187 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4.srt @@ -0,0 +1,1965 @@ +1 +00:00:20,890 --> 00:00:26,390 +Okay, now, good morning. Today we will go on with + +2 +00:00:26,390 --> 00:00:29,290 +chapter number four. Regarding chapter number + +3 +00:00:29,290 --> 00:00:32,670 +four, we are going to talk about something called + +4 +00:00:32,670 --> 00:00:35,050 +the relationship between the buyer and the + +5 +00:00:35,050 --> 00:00:39,350 +seller is going to develop. This issue is a very + +6 +00:00:39,350 --> 00:00:43,610 +important issue. With this relationship, we are + +7 +00:00:43,610 --> 00:00:46,350 +going to conclude after Rima; she's going to make + +8 +00:00:46,350 --> 00:00:49,230 +her presentation. We are going to conclude that + +9 +00:00:49,230 --> 00:00:51,770 +the relationship between the buyer and the seller + +10 +00:00:51,770 --> 00:00:57,570 +has a life cycle, exactly like the project cycle, + +11 +00:00:57,870 --> 00:01:02,070 +like the product cycle, like the service cycle. When + +12 +00:01:02,070 --> 00:01:04,910 +we are saying life cycle, it means the + +13 +00:01:04,910 --> 00:01:09,450 +relationship will begin in a very weak way, and + +14 +00:01:09,450 --> 00:01:12,890 +later on this relationship will be strengthened + +15 +00:01:12,890 --> 00:01:17,970 +until it is going to reach its own peak. If it is + +16 +00:01:17,970 --> 00:01:19,710 +going to reach its own peak, we are going to talk + +17 +00:01:19,710 --> 00:01:23,530 +about the commitment. But by the end, this + +18 +00:01:23,530 --> 00:01:26,610 +relationship will be dissolved. If it got + +19 +00:01:26,610 --> 00:01:28,630 +dissolved, this means the relationship passed + +20 +00:01:28,630 --> 00:01:32,010 +away. This is briefly the development of the + +21 +00:01:32,010 --> 00:01:33,830 +relationship between the buyer and the seller, and + +22 +00:01:33,830 --> 00:01:36,290 +now I would like to invite Rima to make her + +23 +00:01:36,290 --> 00:01:39,230 +presentation. Assalamu alaikum, my name is Rima + +24 +00:01:39,230 --> 00:01:43,710 +Sharafa. I study at the Faculty of Commerce, Accounting + +25 +00:01:43,710 --> 00:01:47,090 +Department. I will discuss the stages in a + +26 +00:01:47,090 --> 00:01:49,810 +business relationship. First, how to build + +27 +00:01:49,810 --> 00:01:52,430 +and enhance a professional relationship at all + +28 +00:01:52,430 --> 00:01:55,630 +levels of the organization, and all relationships + +29 +00:01:55,630 --> 00:01:58,930 +are dynamic but not linear in function. And we can + +30 +00:01:58,930 --> 00:02:02,270 +call these stages a multistage relationship. Okay, + +31 +00:02:02,410 --> 00:02:04,950 +first one, awareness. Awareness, recognition that + +32 +00:02:04,950 --> 00:02:07,530 +a supplier may be able to satisfy an important + +33 +00:02:07,530 --> 00:02:11,470 +need. This stage is recognition, okay, + +34 +00:02:12,370 --> 00:02:18,130 +The keyword in this awareness + +35 +00:02:18,590 --> 00:02:24,170 +step is recognition. First, this + +36 +00:02:24,170 --> 00:02:26,830 +stage is characterized by the fact that the supplier or the + +37 +00:02:26,830 --> 00:02:30,550 +customer should know or must know a certain + +38 +00:02:30,550 --> 00:02:35,030 +supplier who will have the ability to satisfy his + +39 +00:02:35,030 --> 00:02:40,410 +need or his customer's need. And he will know that + +40 +00:02:40,410 --> 00:02:43,450 +there is a certain supplier who will give him goods + +41 +00:02:43,450 --> 00:02:46,070 +that will satisfy his needs. For example, if I + +42 +00:02:46,070 --> 00:02:48,670 +want to buy a laptop and I know that there are + +43 +00:02:48,670 --> 00:02:51,390 +three suppliers in the market who have these + +44 +00:02:51,390 --> 00:02:55,190 +laptops with the specifications I want. This means + +45 +00:02:55,190 --> 00:02:58,470 +that those suppliers, those three suppliers who + +46 +00:02:58,470 --> 00:03:01,050 +have the ability to satisfy my need or my desire. + +47 +00:03:02,560 --> 00:03:05,740 +Key selling objectives. The objectives mean what + +48 +00:03:05,740 --> 00:03:08,840 +the supplier wants to achieve at this stage. First, + +49 +00:03:08,840 --> 00:03:11,280 +to gain customer attention. Second, + +50 +00:03:11,320 --> 00:03:13,680 +to demonstrate how the product or service can satisfy a + +51 +00:03:13,680 --> 00:03:17,640 +need. First, gain customer attention to attract + +52 +00:03:17,640 --> 00:03:19,900 +the customer. The supplier should attract the customer + +53 +00:03:19,900 --> 00:03:26,800 +by providing for his needs or his desires. His + +54 +00:03:26,800 --> 00:03:37,520 +needs or desires, through advertising or by the way of + +55 +00:03:37,520 --> 00:03:41,040 +supplying his product or services. Second, + +56 +00:03:41,040 --> 00:03:43,540 +to demonstrate how the product or service can satisfy a + +57 +00:03:43,540 --> 00:03:48,860 +need; to explain to the customer how the laptop + +58 +00:03:48,860 --> 00:03:51,840 +will work and how to deal with its specifications + +59 +00:03:51,840 --> 00:03:55,460 +and so on. Second, exploration; alternative + +60 +00:03:55,460 --> 00:03:58,640 +initial trial with limited commitment by both + +61 +00:03:58,640 --> 00:04:01,300 +parties. This trial period may go on for an + +62 +00:04:01,300 --> 00:04:04,620 +extended period of time. Initial is the keyword for this + +63 +00:04:04,620 --> 00:04:08,380 +exploration stage. This stage + +64 +00:04:08,380 --> 00:04:10,740 +is characterized by the fact that the customer and supplier + +65 +00:04:10,740 --> 00:04:13,780 +should get to know each other to complete the purchasing + +66 +00:04:13,780 --> 00:04:17,490 +process. And precisely, the customer should + +67 +00:04:17,490 --> 00:04:20,390 +explore, the customer should + +68 +00:04:20,390 --> 00:04:23,170 +explore the supplier + +69 +00:04:23,170 --> 00:04:27,730 +who will provide what he needs or desires. And it + +70 +00:04:27,730 --> 00:04:31,470 +will go on for an extended period of time because the + +71 +00:04:31,470 --> 00:04:35,590 +customer is hesitant to trust a certain + +72 +00:04:35,590 --> 00:04:38,110 +supplier; he will see it for the + +73 +00:04:38,110 --> 00:04:41,400 +first time. And key selling objectives: gain + +74 +00:04:41,400 --> 00:04:43,680 +initial acceptance, build a successful + +75 +00:04:43,680 --> 00:04:49,660 +relationship. Gain initial acceptance; both the + +76 +00:04:49,660 --> 00:04:52,760 +customer and supplier have initial acceptance that + +77 +00:04:52,760 --> 00:04:57,440 +the customer accepts to buy, initial + +78 +00:04:57,440 --> 00:05:00,020 +acceptance that he sees the product and he will + +79 +00:05:00,020 --> 00:05:02,820 +like this product, the laptop and its + +80 +00:05:02,820 --> 00:05:06,740 +specifications and wants to buy this laptop. Second, + +81 +00:05:06,740 --> 00:05:09,840 +to build a successful relationship, and this + +82 +00:05:09,840 --> 00:05:12,840 +will happen after collecting data and + +83 +00:05:12,840 --> 00:05:16,200 +information, collecting data and information, and + +84 +00:05:16,200 --> 00:05:21,300 +seeing the potential of the product or services. And + +85 +00:05:21,300 --> 00:05:23,640 +we will build a new relationship between the customer + +86 +00:05:23,640 --> 00:05:28,120 +and supplier. Third, expansion; expanding the + +87 +00:05:28,120 --> 00:05:30,780 +rewards for each party in the relationship; the + +88 +00:05:30,780 --> 00:05:31,720 +keyword is rewards. + +89 +00:05:34,660 --> 00:05:38,640 +And we should know what the rewards are from this + +90 +00:05:38,640 --> 00:05:41,780 +stage, what the rewards are for the customer and for the + +91 +00:05:41,780 --> 00:05:46,200 +supplier. For the supplier, the reward is to sell his + +92 +00:05:46,200 --> 00:05:49,620 +product and gain profit to maximize his wealth. + +93 +00:05:50,220 --> 00:05:54,580 +And for the customer, he will satisfy his need, he + +94 +00:05:54,580 --> 00:05:56,500 +will satisfy a need and be happy from this + +95 +00:05:56,500 --> 00:06:00,170 +relationship. The objective of this stage is to get to know + +96 +00:06:00,170 --> 00:06:04,170 +the customer and their business better. The customer + +97 +00:06:04,170 --> 00:06:08,210 +or the supplier will know the customer better + +98 +00:06:08,210 --> 00:06:12,690 +than in the last stage because this is an ongoing + +99 +00:06:12,690 --> 00:06:16,070 +relationship between them and there is some kind of + +100 +00:06:16,070 --> 00:06:20,110 +loyalty. And to expand ways to help the customer, to + +101 +00:06:20,110 --> 00:06:22,590 +expand and create new ways to help the customer + +102 +00:06:22,590 --> 00:06:27,570 +and open up multiple options for him to think about + +103 +00:06:27,570 --> 00:06:31,590 +regarding his product. Fourth, commitment. The + +104 +00:06:31,590 --> 00:06:34,130 +commitment is by both. Commitment; the key word is + +105 +00:06:34,130 --> 00:06:37,010 +commitment by both the buyer and seller to an + +106 +00:06:37,010 --> 00:06:42,690 +exclusive + +107 +00:06:42,690 --> 00:06:43,730 +relationship. + +108 +00:06:45,830 --> 00:06:48,570 +Here, Rima, we are talking about the peak of the + +109 +00:06:48,570 --> 00:06:53,130 +relationship, which means the strongest level of + +110 +00:06:53,130 --> 00:06:55,590 +the relationship between the two partners; I mean + +111 +00:06:55,590 --> 00:06:58,910 +the supplier or the seller and the buyer. It's + +112 +00:06:58,910 --> 00:07:02,970 +considered the strongest stage because it will be + +113 +00:07:02,970 --> 00:07:07,860 +the peak of the relationship. Because both the + +114 +00:07:07,860 --> 00:07:11,360 +customer and supplier are committed to each other; for + +115 +00:07:11,360 --> 00:07:14,320 +example, the customer commits to the supplier to + +116 +00:07:14,320 --> 00:07:19,400 +purchase the laptop from him and not from another + +117 +00:07:19,400 --> 00:07:23,560 +supplier, and the supplier commits to selling the product to + +118 +00:07:23,560 --> 00:07:26,800 +the customer at a certain price and within a certain time. + +119 +00:07:27,450 --> 00:07:29,790 +The objective is interaction at all levels between the + +120 +00:07:29,790 --> 00:07:31,930 +buyers' and sellers' organizations; there is + +121 +00:07:31,930 --> 00:07:34,450 +an expansion of the relationship between the customer and + +122 +00:07:34,450 --> 00:07:38,170 +supplier. For example, if I want to buy something + +123 +00:07:38,170 --> 00:07:41,230 +related to the laptop I bought before, I will go + +124 +00:07:41,230 --> 00:07:44,990 +to the same supplier and buy from them something + +125 +00:07:44,990 --> 00:07:47,730 +related to the laptop. Second, early supplier + +126 +00:07:47,730 --> 00:07:52,380 +involvement in development. It means that the + +127 +00:07:52,380 --> 00:07:59,580 +customer, when he wants to buy something else, he + +128 +00:07:59,580 --> 00:08:05,380 +will seek the supplier's opinion before making the + +129 +00:08:05,380 --> 00:08:08,720 +purchase. For example, if I have an + +130 +00:08:08,720 --> 00:08:11,760 +organization or company and I want to install a + +131 +00:08:11,760 --> 00:08:14,800 +new software, I will go to the supplier and ask + +132 +00:08:14,800 --> 00:08:20,500 +him for advice on whether or not to install it, to + +133 +00:08:20,500 --> 00:08:24,780 +determine the best course of action for our software and + +134 +00:08:24,780 --> 00:08:28,750 +which method to use for installation. Long-term focus on the + +135 +00:08:28,750 --> 00:08:32,470 +relationship. The customer should focus on a strategic, long-term strategic + +136 +00:08:32,470 --> 00:08:35,110 +relationship. And when we say strategic, it's because + +137 +00:08:35,110 --> 00:08:37,670 +strategic means a large volume of consumption, a large + +138 +00:08:37,670 --> 00:08:40,830 +volume of purchasing, so a large volume of revenue, and + +139 +00:08:40,830 --> 00:08:43,990 +therefore, a type of loyalty to the + +140 +00:08:43,990 --> 00:08:47,810 +customer. And the last one, + +141 +00:08:50,050 --> 00:08:53,940 +disillusionment. Total disengagement. Total + +142 +00:08:53,940 --> 00:08:56,120 +disengagement from the relationship; this may + +143 +00:08:56,120 --> 00:09:00,180 +occur at any point in the relationship. And this + +144 +00:09:00,180 --> 00:09:04,440 +stage, we can call it the termination stage. The termination + +145 +00:09:04,440 --> 00:09:04,860 +stage. + +147 +00:09:08,160 --> 00:09:10,640 +Yes, we are going to talk about a relationship + +148 +00:09:10,640 --> 00:09:15,160 +that will be severed, finally, completely between the + +149 +00:09:15,160 --> 00:09:18,700 +buyer and the seller. For various reasons, we + +150 +00:09:18,700 --> 00:09:21,440 +will discuss them later. For various reasons, + +151 +00:09:21,580 --> 00:09:24,180 +we will discuss them later. Go on, Rima. And + +152 +00:09:24,180 --> 00:09:27,960 +this termination stage is considered to occur + +153 +00:09:27,960 --> 00:09:32,650 +at any point in time. At any point in time + +154 +00:09:32,650 --> 00:09:37,150 +and is considered a very dangerous stage because + +155 +00:09:37,150 --> 00:09:39,950 +it severs the relationship between the customer and + +156 +00:09:39,950 --> 00:09:46,630 +supplier and it's very dangerous, and the supplier + +157 +00:09:46,630 --> 00:09:50,490 +should focus on or should be aware of or should anticipate this + +158 +00:09:50,490 --> 00:09:52,470 +situation before anything happens between + +159 +00:09:52,470 --> 00:09:55,450 +supplier and customer; look for warning signals; + +160 +00:09:55,450 --> 00:09:58,990 +warning signals are signals that the + +161 +00:09:58,990 --> 00:10:03,190 +relationship is about to end. Okay. And the second + +162 +00:10:03,190 --> 00:10:06,130 +goal is to look for warning signals. To avoid losing the + +163 +00:10:06,130 --> 00:10:10,290 +customer, he should focus on or he should notice from + +164 +00:10:10,290 --> 00:10:12,530 +the beginning any warning signals that will sever + +165 +00:10:12,530 --> 00:10:15,110 +the relationship between customer and supplier. And + +166 +00:10:15,110 --> 00:10:17,430 +for example, if there is a conflict between the + +167 +00:10:17,430 --> 00:10:21,550 +supplier and customer, he should address this situation + +168 +00:10:21,550 --> 00:10:27,290 +early on. Second, attempt + +169 +00:10:27,290 --> 00:10:31,130 +to renew the relationship. This means to try to renew the + +170 +00:10:31,130 --> 00:10:32,550 +relationship from the beginning. + +171 +00:10:37,520 --> 00:10:41,300 +We would like to add something else to what Rima + +172 +00:10:41,300 --> 00:10:45,020 +said. This is something that is going to help you + +173 +00:10:45,020 --> 00:10:49,780 +to organize your understanding of the development or + +174 +00:10:49,780 --> 00:10:52,420 +the developmental stages of this relationship. + +175 +00:10:52,600 --> 00:10:57,340 +Now, look here. Let's add something simple. + +176 +00:10:57,600 --> 00:10:58,980 +Let's talk about the direction of the + +177 +00:10:58,980 --> 00:11:01,920 +relationship. The relationship, look, this is the + +178 +00:11:01,920 --> 00:11:05,200 +direction. It begins like this. Then it grows + +179 +00:11:05,200 --> 00:11:05,740 +like this. + +180 +00:11:08,960 --> 00:11:13,760 +Then it grows like this. Now listen, this is the + +181 +00:11:13,760 --> 00:11:18,020 +peak, the strongest relationship. Then it + +182 +00:11:18,020 --> 00:11:21,520 +will decline and end. Later on, it becomes like + +183 +00:11:21,520 --> 00:11:24,620 +this. Later on, we have nothing. This means + +184 +00:11:24,620 --> 00:11:29,370 +it is finished. It is done. So if you are going to + +185 +00:11:29,370 --> 00:11:31,910 +look at awareness, it begins with one word, + +186 +00:11:31,990 --> 00:11:36,110 +which is "know." I know something about the product. + +187 +00:11:36,710 --> 00:11:39,310 +So if you know, this means we are going to acquire + +188 +00:11:39,310 --> 00:11:43,570 +something called awareness. Later on, after this + +189 +00:11:43,570 --> 00:11:47,030 +awareness, if I like it, I will explore it. Yes? + +190 +00:11:47,690 --> 00:11:50,050 +If I didn't like it, I'm not going to continue or + +191 +00:11:50,050 --> 00:11:53,490 +proceed with the relationship. Later on, I'm going + +192 +00:11:53,490 --> 00:11:57,670 +to expand it. I would like to expand my knowledge + +193 +00:11:57,670 --> 00:12:02,390 +about it. Fourth, I will be loyal or committed. + +194 +00:12:04,850 --> 00:12:09,890 +Or, in the end, I might be oversaturated. If I'm + +195 +00:12:09,890 --> 00:12:12,790 +oversaturated, I'm going to look for something + +196 +00:12:12,790 --> 00:12:15,530 +new. Because of this, the relationship will be + +197 +00:12:15,530 --> 00:12:20,220 +deteriorated. So these are the five simple stages of + +198 +00:12:20,220 --> 00:12:22,580 +the relationship between the buyer and the seller. + +199 +00:12:23,060 --> 00:12:25,140 +If you think about any good or service, + +200 +00:12:25,400 --> 00:12:28,880 +even in your personal consumption habits or lifestyle, + +201 +00:12:29,200 --> 00:12:31,000 +you will find this model or these + +202 +00 + +223 +00:13:51,520 --> 00:13:54,960 +means we are talking about read. Exactly, + +224 +00:13:55,120 --> 00:13:59,520 +problems. What are our possible problems, + +225 +00:13:59,880 --> 00:14:06,340 +challenges, difficulties, which we are suffering + +226 +00:14:06,340 --> 00:14:11,530 +from right now? How? By asking many questions, + +227 +00:14:11,670 --> 00:14:13,390 +some of them or some sample of the questions + +228 +00:14:13,390 --> 00:14:16,490 +regarding this stage, like this. Later on, + +229 +00:14:17,010 --> 00:14:19,210 +according to these challenges or problems or + +230 +00:14:19,210 --> 00:14:22,990 +difficulties, we are going to look for solutions. + +231 +00:14:24,870 --> 00:14:27,550 +Solutions of how to improve our own performance or + +232 +00:14:27,550 --> 00:14:31,890 +our sales agencies or sales companies. After we + +233 +00:14:31,890 --> 00:14:34,250 +are going to determine these solutions, we are + +234 +00:14:34,250 --> 00:14:39,210 +going to talk about possible new uses. So here we + +235 +00:14:39,210 --> 00:14:41,270 +were talking about existing use and now we are + +236 +00:14:41,270 --> 00:14:45,190 +talking about new use, which refers to future + +237 +00:14:45,190 --> 00:14:45,850 +performance. + +238 +00:14:48,550 --> 00:14:53,830 +Future performance. By the end, we are going to + +239 +00:14:53,830 --> 00:14:57,370 +talk about decision. Decision for what? For + +240 +00:14:57,370 --> 00:15:00,170 +implementing what we have studied and evaluated + +241 +00:15:00,170 --> 00:15:04,390 +and recommendations which we are about to take or + +242 +00:15:04,390 --> 00:15:06,990 +implement. Because of this, we are talking here + +243 +00:15:06,990 --> 00:15:12,330 +about decision criteria. So these are samples of + +244 +00:15:12,330 --> 00:15:15,570 +how businesses or sales organizations, they are + +245 +00:15:15,570 --> 00:15:18,110 +trying to expand their work or they are trying to + +246 +00:15:18,110 --> 00:15:20,870 +develop their own goods and services or their + +247 +00:15:20,870 --> 00:15:23,210 +activities or their businesses. These are + +248 +00:15:23,210 --> 00:15:28,490 +examples. Just skim and read them. Skim and read. + +249 +00:15:28,750 --> 00:15:34,840 +Now, let's go now to something else. We have a + +250 +00:15:34,840 --> 00:15:38,440 +theory from a theorist in management. His name is + +251 +00:15:38,440 --> 00:15:43,440 +Thomas. And Thomas, he's trying to provide us with + +252 +00:15:43,440 --> 00:15:49,200 +a diagram or with a conceptual framework. This + +253 +00:15:49,200 --> 00:15:53,080 +conceptual framework, it tries to provide us with + +254 +00:15:53,080 --> 00:15:57,920 +five approaches of how we can classify the + +255 +00:15:57,920 --> 00:16:01,570 +conflict issues. The conflict all the time, + +256 +00:16:01,690 --> 00:16:04,910 +remember, it is a critical word. If it is going to + +257 +00:16:04,910 --> 00:16:07,710 +sweep any business organization, this business + +258 +00:16:07,710 --> 00:16:12,350 +organization will be destroyed or it will commit a + +259 +00:16:12,350 --> 00:16:16,970 +suicide. So this Mr. Thomas, he is providing us + +260 +00:16:16,970 --> 00:16:20,610 +with five approaches about how can we analyze the + +261 +00:16:20,610 --> 00:16:24,190 +tasks which we are doing or implementing in our + +262 +00:16:24,190 --> 00:16:30,770 +work. This person is saying any task, and let's + +263 +00:16:30,770 --> 00:16:35,810 +symbolize it by X. Any task which we are going to + +264 +00:16:35,810 --> 00:16:39,190 +do in our daily professional life, it can be + +265 +00:16:39,190 --> 00:16:42,450 +evaluated according to two dimensions. One of them + +266 +00:16:42,450 --> 00:16:45,370 +is called assertiveness, and the second one is + +267 +00:16:45,370 --> 00:16:49,290 +called cooperation. What's the meaning of + +268 +00:16:49,290 --> 00:16:52,350 +assertiveness? Assertiveness. What's the meaning + +269 +00:16:52,350 --> 00:16:55,990 +of it, Hanin? Hassel. Exactly. To be affirmative. + +270 +00:16:57,540 --> 00:17:00,540 +to be affirmative without any hesitation or to be + +271 +00:17:00,540 --> 00:17:03,400 +over serious, or cooperation; you know the meaning + +272 +00:17:03,400 --> 00:17:06,640 +now. When we are talking about assertiveness and + +273 +00:17:06,640 --> 00:17:10,400 +cooperation, remember we are launching here from + +274 +00:17:10,400 --> 00:17:15,220 +the zero point; later on it might be five, ten, + +275 +00:17:15,220 --> 00:17:18,880 +fifteen and so on, with the same thing here: five, + +276 +00:17:18,880 --> 00:17:26,060 +ten, fifteen and so on. Thomas is saying, if the task + +277 +00:17:26,060 --> 00:17:29,340 +is going to be included here, this is the symbol + +278 +00:17:29,340 --> 00:17:33,140 +of the task. This means this task might be + +279 +00:17:33,140 --> 00:17:35,340 +evaluated according to these two dimensions. It + +280 +00:17:35,340 --> 00:17:39,540 +means the task here is classified to have a low + +281 +00:17:39,540 --> 00:17:42,260 +level of assertiveness and a low level of + +282 +00:17:42,260 --> 00:17:46,260 +cooperation. Then this task can be avoided. + +283 +00:17:48,100 --> 00:17:50,800 +Avoidance. It can be avoided. It can be + +284 +00:17:50,800 --> 00:17:53,940 +marginalized. It can be left for later stages. + +285 +00:17:54,040 --> 00:17:57,300 +Why? Because it has a very low level of + +286 +00:17:57,300 --> 00:17:59,300 +assertiveness along with a low level of + +287 +00:17:59,300 --> 00:18:03,760 +cooperation. This cooperation is exerted by the + +288 +00:18:03,760 --> 00:18:09,860 +working team members inside the company. The + +289 +00:18:09,860 --> 00:18:13,460 +opposite situation for this task is the task can + +290 +00:18:13,460 --> 00:18:17,660 +be tackled. If the task is going to be listed over + +291 +00:18:17,660 --> 00:18:20,680 +there, this means we are talking about a task + +292 +00:18:20,680 --> 00:18:22,760 +which is having two characteristics. Number one, + +293 +00:18:23,100 --> 00:18:25,900 +it has a very high level of assertiveness or a + +294 +00:18:25,900 --> 00:18:30,060 +very high level of cooperation. This high level of + +295 +00:18:30,060 --> 00:18:31,900 +cooperation or this high level of assertiveness, + +296 +00:18:32,460 --> 00:18:36,540 +sometimes it might lead to a confrontation. This + +297 +00:18:36,540 --> 00:18:39,320 +confrontation is considered to be the strongest + +298 +00:18:39,320 --> 00:18:42,300 +expression of the word conflict. + +299 +00:18:43,910 --> 00:18:46,790 +Somebody might say, but if there is a high level + +300 +00:18:46,790 --> 00:18:49,690 +of cooperation, this means confrontation can be + +301 +00:18:49,690 --> 00:18:54,610 +overcome. Not always. The stronger level of + +302 +00:18:54,610 --> 00:18:59,830 +cooperation might lead to a stronger intensity of + +303 +00:18:59,830 --> 00:19:04,470 +interaction. This interaction might breed stress + +304 +00:19:04,470 --> 00:19:08,630 +and pressure. The stress and the pressure might be + +305 +00:19:08,630 --> 00:19:11,350 +the flame of confrontation. + +306 +00:19:14,160 --> 00:19:17,340 +Later on, if the situation is going to be listed + +307 +00:19:17,340 --> 00:19:20,260 +here, also the final result is going to be + +308 +00:19:20,260 --> 00:19:23,940 +confrontation, according to Thomas. Thomas is + +309 +00:19:23,940 --> 00:19:27,920 +saying if the task is having a high level of + +310 +00:19:27,920 --> 00:19:30,240 +assertiveness along with a low level of + +311 +00:19:30,240 --> 00:19:32,260 +cooperation, also the result is going to be + +312 +00:19:32,260 --> 00:19:35,580 +confrontation. So according to Thomas, we can + +313 +00:19:35,580 --> 00:19:39,460 +conclude this simple conclusion, which is: any task + +314 +00:19:39,460 --> 00:19:42,220 +which is having a high level of assertiveness, the + +315 +00:19:42,220 --> 00:19:44,380 +outcome is going to be confrontation. + +316 +00:19:47,000 --> 00:19:50,060 +If it has a high level of assertiveness. + +317 +00:19:51,660 --> 00:19:55,440 +Later on, Thomas is saying sometimes the task can + +318 +00:19:55,440 --> 00:19:58,220 +be accommodated. What's the meaning of + +319 +00:19:58,220 --> 00:20:02,520 +accommodated? Exactly, contained. So because of + +320 +00:20:02,520 --> 00:20:05,340 +this, if the task is going to be handled, this means + +321 +00:20:05,340 --> 00:20:08,180 +the task is having a very high level of + +322 +00:20:08,180 --> 00:20:11,920 +cooperation but a very low level of assertiveness. + +323 +00:20:13,240 --> 00:20:16,560 +So if its assertiveness is low or down, this means + +324 +00:20:16,560 --> 00:20:19,820 +we are going to be away from confrontation. And + +325 +00:20:19,820 --> 00:20:22,660 +the final result is going to be that the task can + +326 +00:20:22,660 --> 00:20:26,380 +be accommodated or contained by the management of + +327 +00:20:26,380 --> 00:20:30,440 +the business organization. Thomas is saying the + +328 +00:20:30,440 --> 00:20:33,800 +final and the idealistic situation for + +329 +00:20:33,800 --> 00:20:37,060 +accomplishing any task is the compromise. + +330 +00:20:38,640 --> 00:20:41,560 +Compromise means settlement. Settlement means + +331 +00:20:41,560 --> 00:20:46,680 +taswiya. We can resolve any task, we can implement + +332 +00:20:46,680 --> 00:20:51,060 +and execute it if it is having a moderate level of + +333 +00:20:51,060 --> 00:20:54,540 +assertiveness or if it is having a moderate level of + +334 +00:20:54,540 --> 00:20:59,860 +cooperation. If everything is having a medium + +335 +00:20:59,860 --> 00:21:01,920 +level of assertiveness along with a medium level + +336 +00:21:01,920 --> 00:21:05,820 +of cooperation, this means the task can be + +337 +00:21:05,820 --> 00:21:09,520 +compromised. Everybody can be welcomed and + +338 +00:21:09,520 --> 00:21:12,740 +participate and involved in finalizing this task + +339 +00:21:12,740 --> 00:21:16,900 +in a very satisfying way, in a very fruitful way. + +340 +00:21:18,040 --> 00:21:20,020 +Are we going to talk about confrontation? Are we + +341 +00:21:20,020 --> 00:21:24,230 +going to talk about stress? No. So, Thomas is + +342 +00:21:24,230 --> 00:21:27,410 +urging us, he is advising us, all the time + +343 +00:21:27,410 --> 00:21:31,210 +to classify your tasks according to this middle area, + +344 +00:21:32,010 --> 00:21:34,850 +in which we are going to have a medium level of + +345 +00:21:34,850 --> 00:21:37,410 +assertiveness along with a medium level of + +346 +00:21:37,410 --> 00:21:38,330 +cooperation. + +347 +00:21:40,490 --> 00:21:43,750 +But remember, do your best to be away from + +348 +00:21:43,750 --> 00:21:47,450 +excessive assertiveness, because assertiveness is considered + +349 +00:21:47,450 --> 00:21:49,450 +to be the critical factor for creating + +350 +00:21:49,450 --> 00:21:50,750 +confrontation. + +351 +00:21:52,910 --> 00:21:56,530 +To be over assertive, this means to create a + +352 +00:21:56,530 --> 00:22:00,370 +stronger probability of stress and pressure. Both + +353 +00:22:00,370 --> 00:22:03,350 +of them are the flames of confrontation. + +354 +00:22:04,950 --> 00:22:08,330 +Any questions, any comments about this? Any + +355 +00:22:08,330 --> 00:22:12,210 +questions, any comments? Now, let's go to another + +356 +00:22:12,210 --> 00:22:16,970 +thing. This thing is reminding us of the final + +357 +00:22:16,970 --> 00:22:22,060 +stage. Final stage of what? The developmental or + +358 +00:22:22,060 --> 00:22:24,040 +the stages of the relationship between the buyer + +359 +00:22:24,040 --> 00:22:29,580 +and the seller. Look at here. Before a while we + +360 +00:22:29,580 --> 00:22:32,260 +drew the direction of the relationship and we said + +361 +00:22:32,260 --> 00:22:34,620 +the relationship between the buyer and the seller + +362 +00:22:34,620 --> 00:22:38,400 +and later on we do not have anything. This means + +363 +00:22:38,400 --> 00:22:41,440 +the death of the relationship. Now we would like + +364 +00:22:41,440 --> 00:22:44,640 +to ask why we are going to have this result? The + +365 +00:22:44,640 --> 00:22:48,290 +result of killing the relationship between the + +366 +00:22:48,290 --> 00:22:54,390 +seller and buyer is for five major reasons. Reason + +367 +00:22:54,390 --> 00:22:57,410 +number one, somebody is going to say we are + +368 +00:22:57,410 --> 00:23:00,630 +missing information. In other words, the sales + +369 +00:23:00,630 --> 00:23:04,430 +business or the sales agency, they might not have + +370 +00:23:04,430 --> 00:23:07,230 +updated their information or data about the actual + +371 +00:23:07,230 --> 00:23:10,660 +needs of the customer. So if they are missing this + +372 +00:23:10,660 --> 00:23:13,900 +information, this means they cannot serve them. Or + +373 +00:23:13,900 --> 00:23:16,160 +if they cannot serve them, this is going to be one + +374 +00:23:16,160 --> 00:23:18,700 +of the factors which will weaken the relationship. + +375 +00:23:20,720 --> 00:23:25,660 +Number two, uncertainty about information. In + +376 +00:23:25,660 --> 00:23:30,800 +other words, our sales agency is guessing what are + +377 +00:23:30,800 --> 00:23:33,640 +the required demands or needs or wants of our own + +378 +00:23:33,640 --> 00:23:36,490 +customers or accounts. So if they are guessing, + +379 +00:23:36,950 --> 00:23:41,410 +this means their information is not certain, not + +380 +00:23:41,410 --> 00:23:45,950 +affirmative. So here we are going to work and sell + +381 +00:23:45,950 --> 00:23:49,190 +our products or offer our products according to + +382 +00:23:49,190 --> 00:23:52,870 +the trial and error method. Trial and error. + +383 +00:23:56,130 --> 00:23:59,450 +Is this a good way for leading a business? Of + +384 +00:23:59,450 --> 00:24:03,220 +course not. The third factor which might + +385 +00:24:03,220 --> 00:24:05,740 +contribute to weakening this relationship is + +386 +00:24:05,740 --> 00:24:10,980 +uncontacted buying influences. Let's stop here and + +387 +00:24:10,980 --> 00:24:13,820 +let's talk about buying influences. We talked + +388 +00:24:13,820 --> 00:24:15,980 +about them last time. We would like somebody to + +389 +00:24:15,980 --> 00:24:17,480 +remind us about them. + +390 +00:24:35,300 --> 00:24:40,420 +If your sales agency is not going to contact + +391 +00:24:42,550 --> 00:24:44,930 +persons who are going to have economic buying + +392 +00:24:44,930 --> 00:24:48,650 +influence, or user buying influence, or persons + +393 +00:24:48,650 --> 00:24:51,350 +who are having technical buying influence, or + +394 +00:24:51,350 --> 00:24:53,730 +advocates. This means we are not going to have a + +395 +00:24:53,730 --> 00:24:55,850 +relationship with what? With our account or + +396 +00:24:55,850 --> 00:24:59,290 +customer. So is this going to contribute in + +397 +00:24:59,290 --> 00:25:01,770 +weakening the relationship with the buyer? Of + +398 +00:25:01,770 --> 00:25:06,730 +course. Number four, customer personnel are new to + +399 +00:25:06,730 --> 00:25:10,560 +the job. This is something very essential. If you + +400 +00:25:10,560 --> 00:25:13,720 +are going to hire a man, for example, and happen to + +401 +00:25:13,720 --> 00:25:18,200 +be our customer personnel, both of them, they do + +402 +00:25:18,200 --> 00:25:20,900 +not have enough experience. This means they are + +403 +00:25:20,900 --> 00:25:23,800 +going to require what? More time to understand our + +404 +00:25:23,800 --> 00:25:27,880 +target group and our target customers. Who are + +405 +00:25:27,880 --> 00:25:30,620 +they? How they are thinking? How can we approach + +406 +00:25:30,620 --> 00:25:33,940 +them? Is this going to contribute in weakening the + +407 +00:25:33,940 --> 00:25:37,750 +relationship? Yes. The final reason is + +408 +00:25:37,750 --> 00:25:40,790 +reorganization. A person, for example, who worked with + +409 +00:25:40,790 --> 00:25:44,630 +us for about 10 or 7 years. I, as a senior + +410 +00:25:44,630 --> 00:25:48,370 +manager, decided to promote her. Then I'm going + +411 +00:25:48,370 --> 00:25:50,130 +to tell her, we are going to provide you with a + +412 +00:25:50,130 --> 00:25:53,810 +new job. We will replace her. The new + +413 +00:25:53,810 --> 00:25:57,730 +replacement, the new sales manager, isn't going to + +414 +00:25:57,730 --> 00:26:01,370 +have the same experience of that person. So this new + +415 +00:26:01,370 --> 00:26:04,470 +manager is going to need what? More time, more + +416 +00:26:04,470 --> 00:26:07,050 +training, more knowledge to gain the same + +417 +00:26:07,050 --> 00:26:10,510 +experience which that person got throughout the last 10 + +418 +00:26:10,510 --> 00:26:13,090 +years. Is this going to weaken the relationship + +419 +00:26:13,090 --> 00 + +445 +00:27:50,390 --> 00:27:53,690 +Somebody to summarize this case study for us. It + +446 +00:27:53,690 --> 00:28:00,010 +talks about what? Go on, read, two minutes. What + +447 +00:28:00,010 --> 00:28:04,550 +is it? So it talks about what? What is the story? + +448 +00:28:08,870 --> 00:28:12,670 +Okay, give us a full story about what is going on. + +449 +00:28:12,990 --> 00:28:16,210 +What happened? What happened? + +450 +00:28:19,460 --> 00:28:21,380 +This is giving me an impression that you are not + +451 +00:28:21,380 --> 00:28:25,840 +preparing at home. This is pushing me to change my + +452 +00:28:25,840 --> 00:28:26,240 +technique. + +453 +00:28:32,680 --> 00:28:36,500 +Also, this is motivating me to give you an + +454 +00:28:36,500 --> 00:28:41,500 +assignment now. Let's begin. This is a reasonable + +455 +00:28:41,500 --> 00:28:46,740 +salesperson. This case study talks about an + +456 +00:28:46,740 --> 00:28:52,970 +account. This account is Ford Camp Construction + +457 +00:28:52,970 --> 00:28:57,510 +Company. The Ford Camp Construction Company has a + +458 +00:28:57,510 --> 00:29:01,530 +business. While they were executing this business, + +459 +00:29:01,930 --> 00:29:05,310 +suddenly some of their equipment got out of + +460 +00:29:05,310 --> 00:29:09,610 +order. Because this equipment got out of order, + +461 +00:29:10,310 --> 00:29:13,950 +they are not now able to finalize the due work and + +462 +00:29:13,950 --> 00:29:18,640 +the due deadline. So they began screaming, and + +463 +00:29:18,640 --> 00:29:22,660 +they contacted another business company led by a + +464 +00:29:22,660 --> 00:29:25,920 +salesperson whose name is Rogers. Rogers is + +465 +00:29:25,920 --> 00:29:28,740 +working in another company which is called Akorn + +466 +00:29:28,740 --> 00:29:34,280 +Supply. They asked or they urged Rogers to provide + +467 +00:29:34,280 --> 00:29:36,860 +them with an alternative for their equipment. + +468 +00:29:36,860 --> 00:29:42,110 +They told him, we are working under + +469 +00:29:42,110 --> 00:29:45,730 +pressure of time. We hope you are going to help us + +470 +00:29:45,730 --> 00:29:48,650 +to finalize our work according to our signed + +471 +00:29:48,650 --> 00:29:53,650 +contract as soon as possible. Rogers, who is + +472 +00:29:53,650 --> 00:29:57,670 +working in Akorn Supply said, that's fine, I'm + +473 +00:29:57,670 --> 00:30:00,430 +going to help and assist you as much as I can. + +474 +00:30:01,370 --> 00:30:04,530 +Therefore, I'm going to ship the required + +475 +00:30:04,530 --> 00:30:08,470 +alternative equipment to you with the + +476 +00:30:08,470 --> 00:30:10,630 +shipping being on the account of my + +477 +00:30:10,630 --> 00:30:13,510 +business company. The shipment is going to be on + +478 +00:30:13,510 --> 00:30:17,390 +the account of my sales agency, which is Akorn + +479 +00:30:17,390 --> 00:30:21,770 +Supply. This, by the end, led to something very + +480 +00:30:21,770 --> 00:30:24,990 +important. Instead of achieving a margin of + +481 +00:30:24,990 --> 00:30:30,070 +profit of about 20%, they achieved what? Only 10%. + +482 +00:30:30,070 --> 00:30:38,760 +Who got agitated? Rogers' supervisor. He + +483 +00:30:38,760 --> 00:30:42,280 +began complaining and asking him. We asked him + +484 +00:30:42,280 --> 00:30:45,820 +this question, I would like somebody to read this + +485 +00:30:45,820 --> 00:30:48,780 +text and later on we will comment on it. Go on, I + +486 +00:30:48,780 --> 00:30:53,320 +would like to read it. When? Go on, Iman. Because + +487 +00:30:53,320 --> 00:30:53,940 +they lost? + +488 +00:30:59,280 --> 00:31:04,300 +10%? What they got? Only 10%. But + +489 +00:31:04,300 --> 00:31:07,760 +the original margin of profitability which the + +490 +00:31:07,760 --> 00:31:11,540 +supervisor was looking for was 20%. Go on, Iman, + +491 +00:31:11,600 --> 00:31:17,440 +what did he say? Or how did he respond? This is a + +492 +00:31:17,440 --> 00:31:20,220 +quote. This means these are the words and the + +493 +00:31:20,220 --> 00:31:26,110 +sentences which were used by Rogers. Okay, go on. I + +494 +00:31:26,110 --> 00:31:29,670 +was there when they needed help. The deal was + +495 +00:31:29,670 --> 00:31:35,630 +struck quickly and they would remember and thank + +496 +00:31:35,630 --> 00:31:39,870 +me later with new business. I think the + +497 +00:31:39,870 --> 00:31:43,810 +concession will justify itself. The first question for + +498 +00:31:43,810 --> 00:31:47,410 +you is definitely one. Do you think the response + +499 +00:31:47,410 --> 00:31:51,130 +of Rogers or the behavior of Rogers in this sales + +500 +00:31:51,130 --> 00:31:59,170 +situation justified, yes, no and why? Is the + +501 +00:31:59,170 --> 00:32:02,210 +behavior of Rogers in handling this situation + +502 +00:32:02,210 --> 00:32:07,250 +justified, yes, no, why? Go on. I think it's + +503 +00:32:07,250 --> 00:32:10,790 +convenient to the… So it's justified, why? + +504 +00:32:11,290 --> 00:32:17,630 +Justified because they will get benefit from it by + +505 +00:32:17,630 --> 00:32:20,670 +the sustainable relationship with this customer + +506 +00:32:20,670 --> 00:32:25,860 +for them. Okay, who agrees with her? You agree? + +507 +00:32:26,820 --> 00:32:27,540 +Who do not agree? + +508 +00:32:32,860 --> 00:32:37,860 +In a very intelligent way? In a very good way? In + +509 +00:32:37,860 --> 00:32:40,120 +a professional way? So you are supporting his + +510 +00:32:40,120 --> 00:32:40,500 +decision? + +511 +00:32:44,180 --> 00:32:49,520 +No, he didn't lose. He only lost 10%. But did he + +512 +00:32:49,520 --> 00:32:50,460 +lose? No. + +513 +00:32:54,000 --> 00:32:58,580 +So his behavior is justified or logical. If you + +514 +00:32:58,580 --> 00:33:03,100 +were in his situation, you should do the same. Now + +515 +00:33:03,100 --> 00:33:06,400 +the second question, which is an assignment, you + +516 +00:33:06,400 --> 00:33:09,680 +must provide it to me next time in a very + +517 +00:33:09,680 --> 00:33:13,120 +blended way along with your name. What is the + +518 +00:33:13,120 --> 00:33:25,540 +type? What is the type? What is the type? of the + +519 +00:33:25,540 --> 00:33:32,800 +sales relationship which + +520 +00:33:32,800 --> 00:33:38,600 +Rogers adopted. + +521 +00:33:42,420 --> 00:33:48,720 +Or give reasons from + +522 +00:33:48,720 --> 00:33:50,800 +the case study + +523 +00:33:54,770 --> 00:34:04,410 +to support your answer. Support + +524 +00:34:04,410 --> 00:34:09,290 +your answer. So once again let's summarize our + +525 +00:34:09,290 --> 00:34:12,250 +assignment: What is the type of the sales + +526 +00:34:12,250 --> 00:34:14,430 +relationship which Rogers adopted in this + +527 +00:34:14,430 --> 00:34:18,330 +situation? You are going to tell me this is the + +528 +00:34:18,330 --> 00:34:21,130 +type of the sales relationship. This is reminding + +529 +00:34:21,130 --> 00:34:25,730 +us of what we studied in chapter number one or + +530 +00:34:25,730 --> 00:34:29,470 +two, also we talked about two. But here we would + +531 +00:34:29,470 --> 00:34:31,130 +like to give reasons, we would like to give + +532 +00:34:31,130 --> 00:34:35,370 +indications from the case study + +533 +00:34:35,370 --> 00:34:39,550 +that support your answer; this incident or + +534 +00:34:39,550 --> 00:34:42,150 +this behavior or this attitude which was taken by + +535 +00:34:42,150 --> 00:34:48,550 +Rogers is part of X sales relationship. Any + +536 +00:34:48,550 --> 00:34:51,010 +questions about the assignment? Any questions about + +537 +00:34:51,010 --> 00:34:53,570 +the assignment? Thank you very much, see you next + +538 +00:34:53,570 --> 00:34:53,810 +time. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..a6281925a0ce34625c448a8f86686ea46d8c4117 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4219, "start": 20.89, "end": 42.19, "text": " Okay now, good morning. Today we will go on with chapter number four. Regarding chapter number four, we are going to talk about something called how the relationship between the buyer and the seller is going to develop. This issue is a very important issue. 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If it is going to reach its own peak, we are going to talk about the commitment. But by the end, this relationship will be dissolved. If it got dissolved, this means the relationship passed away. This is briefly the development of the relationship between the buyer and the seller, and now I would like to invite Rima to make her presentation.", "tokens": [5336, 636, 11, 293, 1780, 322, 341, 2480, 486, 312, 38942, 4288, 309, 307, 516, 281, 2524, 1080, 1065, 10651, 13, 759, 309, 307, 516, 281, 2524, 1080, 1065, 10651, 11, 321, 366, 516, 281, 751, 466, 264, 8371, 13, 583, 538, 264, 917, 11, 341, 2480, 486, 312, 30651, 13, 759, 309, 658, 30651, 11, 341, 1355, 264, 2480, 4678, 1314, 13, 639, 307, 10515, 264, 3250, 295, 264, 2480, 1296, 264, 24645, 293, 264, 23600, 11, 293, 586, 286, 576, 411, 281, 7980, 497, 4775, 281, 652, 720, 5860, 13], "avg_logprob": -0.19590053699349844, "compression_ratio": 1.9059829059829059, "no_speech_prob": 1.9073486328125e-06, "words": [{"start": 68.07, "end": 68.47, "word": " weak", "probability": 0.70849609375}, {"start": 68.47, "end": 68.77, "word": " way,", "probability": 0.9208984375}, {"start": 69.29, "end": 69.45, "word": " and", "probability": 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I will discuss about stages in a biostellar relationship. First thing, how to build and enhance a professional relationship in all levels of the organization and all of relations are dynamic but not linear in function.", "tokens": [6281, 23819, 84, 419, 64, 35518, 11, 452, 1315, 307, 497, 4775, 1160, 2419, 11771, 11, 286, 2979, 32689, 295, 34493, 11, 24558, 278, 5982, 13, 286, 486, 2248, 466, 10232, 294, 257, 3228, 555, 898, 289, 2480, 13, 2386, 551, 11, 577, 281, 1322, 293, 11985, 257, 4843, 2480, 294, 439, 4358, 295, 264, 4475, 293, 439, 295, 2299, 366, 8546, 457, 406, 8213, 294, 2445, 13], "avg_logprob": -0.3725090717923814, "compression_ratio": 1.4811320754716981, "no_speech_prob": 2.9802322387695312e-06, "words": [{"start": 97.55, "end": 98.13, "word": " Assalamu", "probability": 0.5716959635416666}, {"start": 98.13, "end": 98.43, "word": " alaikum,", "probability": 0.6259765625}, {"start": 98.57, "end": 98.65, "word": " my", "probability": 0.90771484375}, {"start": 98.65, "end": 98.83, "word": " name", "probability": 0.89306640625}, {"start": 98.83, "end": 99.03, "word": " is", "probability": 0.9501953125}, {"start": 99.03, "end": 99.23, "word": " Rima", "probability": 0.7158203125}, {"start": 99.23, "end": 99.77, "word": " Sharafa,", "probability": 0.5323079427083334}, {"start": 101.23, "end": 101.31, "word": " I", "probability": 0.498291015625}, {"start": 101.31, "end": 101.83, "word": " study", "probability": 0.2413330078125}, {"start": 101.83, "end": 102.15, "word": " Faculty", "probability": 0.26708984375}, {"start": 102.15, "end": 102.33, "word": " of", "probability": 0.96728515625}, {"start": 102.33, "end": 102.89, "word": " Commerce,", "probability": 0.86376953125}, {"start": 103.21, "end": 103.71, "word": " Accounting", "probability": 0.783203125}, {"start": 103.71, "end": 104.15, "word": " Department.", "probability": 0.56982421875}, {"start": 104.71, "end": 104.93, "word": " I", "probability": 0.9921875}, {"start": 104.93, "end": 105.21, "word": " will", "probability": 0.89013671875}, {"start": 105.21, "end": 105.87, "word": " discuss", "probability": 0.91796875}, {"start": 105.87, "end": 106.29, "word": " about", "probability": 0.86279296875}, {"start": 106.29, "end": 106.71, "word": " stages", "probability": 0.69970703125}, {"start": 106.71, "end": 106.95, "word": " in", "probability": 0.884765625}, {"start": 106.95, "end": 107.09, "word": " a", "probability": 0.94970703125}, {"start": 107.09, "end": 107.53, "word": " biostellar", "probability": 0.401580810546875}, {"start": 107.53, "end": 108.15, "word": " relationship.", "probability": 0.89404296875}, {"start": 108.71, "end": 108.99, "word": " First", "probability": 0.81591796875}, {"start": 108.99, "end": 109.21, "word": " thing,", "probability": 0.861328125}, {"start": 109.31, "end": 109.45, "word": " how", "probability": 0.9287109375}, {"start": 109.45, "end": 109.61, "word": " to", "probability": 0.97314453125}, {"start": 109.61, "end": 109.81, "word": " build", "probability": 0.8828125}, {"start": 109.81, "end": 109.97, "word": " and", "probability": 0.88623046875}, {"start": 109.97, "end": 110.49, "word": " enhance", "probability": 0.90771484375}, {"start": 110.49, "end": 111.05, "word": " a", "probability": 0.712890625}, {"start": 111.05, "end": 111.41, "word": " professional", "probability": 0.9423828125}, {"start": 111.41, "end": 111.99, "word": " relationship", "probability": 0.9150390625}, {"start": 111.99, "end": 112.19, "word": " in", "probability": 0.90869140625}, {"start": 112.19, "end": 112.43, "word": " all", "probability": 0.94970703125}, {"start": 112.43, "end": 112.71, "word": " levels", "probability": 0.857421875}, {"start": 112.71, "end": 112.89, "word": " of", "probability": 0.9638671875}, {"start": 112.89, "end": 112.99, "word": " the", "probability": 0.87158203125}, {"start": 112.99, "end": 113.59, "word": " organization", "probability": 0.74267578125}, {"start": 113.59, "end": 114.65, "word": " and", "probability": 0.396484375}, {"start": 114.65, "end": 115.09, "word": " all", "probability": 0.86328125}, {"start": 115.09, "end": 115.27, "word": " of", "probability": 0.69580078125}, {"start": 115.27, "end": 115.63, "word": " relations", "probability": 0.720703125}, {"start": 115.63, "end": 115.91, "word": " are", "probability": 0.93505859375}, {"start": 115.91, "end": 116.31, "word": " dynamic", "probability": 0.79736328125}, {"start": 116.31, "end": 116.55, "word": " but", "probability": 0.71630859375}, {"start": 116.55, "end": 116.75, "word": " not", "probability": 0.93359375}, {"start": 116.75, "end": 117.07, "word": " linear", "probability": 0.9111328125}, {"start": 117.07, "end": 117.31, "word": " in", "probability": 0.86865234375}, {"start": 117.31, "end": 117.65, "word": " function.", "probability": 0.96240234375}], "temperature": 1.0}, {"id": 5, "seek": 13359, "start": 118.17, "end": 133.59, "text": " And we can call these stages multistage relationship. Okay, first one, awareness. Awareness, recognition that a supplier may be able to satisfy an important need. 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Go on, Rima. 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This is something that is going to help you to organize your audience about the development or the developmental stages of this relationship. Now, look at here. Let's add something simple. 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It begins like this. Then it begins like this. Then it begins like this. Now listen, this is the biggest now. The biggest relationship. Then it will go down and die. Later on, it became like this. Later on, we do not have bullets. This means it is finished. It is done.", "tokens": [440, 2480, 11, 574, 11, 341, 307, 264, 3513, 13, 467, 7338, 411, 341, 13, 1396, 309, 7338, 411, 341, 13, 1396, 309, 7338, 411, 341, 13, 823, 2140, 11, 341, 307, 264, 3880, 586, 13, 440, 3880, 2480, 13, 1396, 309, 486, 352, 760, 293, 978, 13, 11965, 322, 11, 309, 3062, 411, 341, 13, 11965, 322, 11, 321, 360, 406, 362, 20132, 13, 639, 1355, 309, 307, 4335, 13, 467, 307, 1096, 13], "avg_logprob": -0.1316817428328489, "compression_ratio": 1.9212121212121211, "no_speech_prob": 0.0, "words": [{"start": 660.42, "end": 660.66, "word": " The", "probability": 0.83251953125}, {"start": 660.66, "end": 661.02, "word": " relationship,", "probability": 0.88720703125}, {"start": 661.24, "end": 661.4, "word": " look,", "probability": 0.9365234375}, {"start": 661.48, "end": 661.7, "word": " this", "probability": 0.94091796875}, {"start": 661.7, "end": 661.8, "word": " is", "probability": 0.94970703125}, {"start": 661.8, "end": 661.92, "word": " the", "probability": 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I know something about the product. So if you know, this means we are going to acquire something called awareness. Later on, after this awareness, if I like it, I will explore it. Yes? If I didn't like it, I'm not going to go on or proceed with the relationship. Later on, I'm going to expand it.", "tokens": [407, 498, 291, 366, 516, 281, 574, 466, 264, 8888, 11, 309, 7338, 490, 472, 1349, 11, 597, 307, 458, 13, 286, 458, 746, 466, 264, 1674, 13, 407, 498, 291, 458, 11, 341, 1355, 321, 366, 516, 281, 20001, 746, 1219, 8888, 13, 11965, 322, 11, 934, 341, 8888, 11, 498, 286, 411, 309, 11, 286, 486, 6839, 309, 13, 1079, 30, 759, 286, 994, 380, 411, 309, 11, 286, 478, 406, 516, 281, 352, 322, 420, 8991, 365, 264, 2480, 13, 11965, 322, 11, 286, 478, 516, 281, 5268, 309, 13], "avg_logprob": -0.13721741466446125, "compression_ratio": 1.787037037037037, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 688.21, "end": 688.59, "word": " So", "probability": 0.84912109375}, {"start": 688.59, "end": 688.79, "word": " if", "probability": 0.70458984375}, {"start": 688.79, "end": 688.87, "word": " you", "probability": 0.94580078125}, {"start": 688.87, "end": 688.95, "word": " are", "probability": 0.7392578125}, {"start": 688.95, "end": 689.19, 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Fourthly, I will be loyal or committed. Or by the end, I might be over satisfied. If I'm over satisfied, I'm going to look for something new. 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If you are going to think of any good or service, even your personal consumed life or style life, you are going to find this technique or these stages, they are applicable. They are applicable in the same way. Any question, any comments about this? Okay, thanks Rima. Now let's begin with the second thing. 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Existing use means we are trying to evaluate the present situation. The present situation. What we have and how we are performing right now or currently. 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When we are saying needs, this means we are talking about read. Exactly, problems. What are our possible problems, challenges, difficulties, which we are suffering from right now?", "tokens": [7328, 281, 341, 1606, 2590, 11, 321, 366, 516, 281, 6997, 512, 295, 264, 1944, 2203, 13, 1133, 321, 366, 1566, 2203, 11, 341, 1355, 321, 366, 1417, 466, 1401, 13, 7587, 11, 2740, 13, 708, 366, 527, 1944, 2740, 11, 4759, 11, 14399, 11, 597, 321, 366, 7755, 490, 558, 586, 30], "avg_logprob": -0.18735532103865235, "compression_ratio": 1.5632183908045978, "no_speech_prob": 0.0, "words": [{"start": 822.64, "end": 823.26, "word": " According", "probability": 0.8505859375}, {"start": 823.26, "end": 823.5, "word": " to", "probability": 0.96630859375}, {"start": 823.5, "end": 823.7, "word": " this", "probability": 0.93359375}, {"start": 823.7, "end": 824.0, "word": " business", "probability": 0.85009765625}, {"start": 824.0, "end": 824.58, "word": " situation,", "probability": 0.9287109375}, {"start": 825.0, "end": 825.46, "word": " we", "probability": 0.93505859375}, {"start": 825.46, "end": 825.62, "word": " are", "probability": 0.90869140625}, {"start": 825.62, "end": 825.9, "word": " going", "probability": 0.94384765625}, {"start": 825.9, "end": 826.08, "word": " to", "probability": 0.970703125}, {"start": 826.08, "end": 826.6, "word": " determine", "probability": 0.91259765625}, {"start": 826.6, "end": 827.5, "word": " some", "probability": 0.8779296875}, {"start": 827.5, "end": 827.66, "word": " of", "probability": 0.96435546875}, {"start": 827.66, "end": 827.8, "word": " the", "probability": 0.8974609375}, {"start": 827.8, "end": 828.16, "word": " possible", "probability": 0.9609375}, {"start": 828.16, "end": 828.58, "word": " needs.", "probability": 0.91748046875}, {"start": 829.54, "end": 829.76, "word": " When", "probability": 0.86962890625}, {"start": 829.76, "end": 829.86, "word": " we", "probability": 0.95556640625}, {"start": 829.86, "end": 830.0, "word": " are", "probability": 0.8427734375}, {"start": 830.0, "end": 830.36, "word": " saying", "probability": 0.91455078125}, {"start": 830.36, "end": 830.78, "word": " needs,", "probability": 0.77880859375}, {"start": 831.3, "end": 831.52, "word": " this", "probability": 0.912109375}, {"start": 831.52, "end": 831.76, "word": " means", "probability": 0.93896484375}, {"start": 831.76, "end": 831.88, "word": " we", "probability": 0.9052734375}, {"start": 831.88, "end": 832.0, "word": " are", "probability": 0.9130859375}, {"start": 832.0, "end": 832.26, "word": " talking", "probability": 0.86572265625}, {"start": 832.26, "end": 832.58, "word": " about", "probability": 0.9013671875}, {"start": 832.58, "end": 832.92, "word": " read.", "probability": 0.18798828125}, {"start": 834.26, "end": 834.96, "word": " Exactly,", "probability": 0.52001953125}, {"start": 835.12, "end": 835.52, "word": " problems.", "probability": 0.80322265625}, {"start": 837.44, "end": 837.74, "word": " What", "probability": 0.8876953125}, {"start": 837.74, "end": 838.08, "word": " are", "probability": 0.9384765625}, {"start": 838.08, "end": 838.48, "word": " our", "probability": 0.890625}, {"start": 838.48, "end": 838.88, "word": " possible", "probability": 0.96533203125}, {"start": 838.88, "end": 839.52, "word": " problems,", "probability": 0.83251953125}, {"start": 839.88, "end": 840.56, "word": " challenges,", "probability": 0.8125}, {"start": 842.3, "end": 842.9, "word": " difficulties,", "probability": 0.87646484375}, {"start": 843.2, "end": 845.42, "word": " which", "probability": 0.93408203125}, {"start": 845.42, "end": 845.64, "word": " we", "probability": 0.9580078125}, {"start": 845.64, "end": 845.92, "word": " are", "probability": 0.93994140625}, {"start": 845.92, "end": 846.34, "word": " suffering", "probability": 0.91796875}, {"start": 846.34, "end": 846.74, "word": " from", "probability": 0.8798828125}, {"start": 846.74, "end": 847.12, "word": " right", "probability": 0.89404296875}, {"start": 847.12, "end": 847.44, "word": " now?", "probability": 0.9443359375}], "temperature": 1.0}, {"id": 36, "seek": 87739, "start": 849.71, "end": 877.39, "text": " How? By asking many questions, some of them or some sample of the questions regarding this stage, like this. Later on, according to these challenges or problems or difficulties, we are going to look for solutions. Solutions of how to improve our own performance or our sales agencies or sales companies. After we are going to determine these solutions, we are going to talk about possible new uses.", "tokens": [1012, 30, 3146, 3365, 867, 1651, 11, 512, 295, 552, 420, 512, 6889, 295, 264, 1651, 8595, 341, 3233, 11, 411, 341, 13, 11965, 322, 11, 4650, 281, 613, 4759, 420, 2740, 420, 14399, 11, 321, 366, 516, 281, 574, 337, 6547, 13, 36295, 295, 577, 281, 3470, 527, 1065, 3389, 420, 527, 5763, 9504, 420, 5763, 3431, 13, 2381, 321, 366, 516, 281, 6997, 613, 6547, 11, 321, 366, 516, 281, 751, 466, 1944, 777, 4960, 13], "avg_logprob": -0.14289952116676524, "compression_ratio": 1.75, "no_speech_prob": 0.0, "words": [{"start": 849.71, "end": 850.13, "word": " How?", "probability": 0.71533203125}, {"start": 850.21, "end": 850.41, "word": " By", "probability": 0.9189453125}, {"start": 850.41, "end": 850.79, "word": " asking", "probability": 0.89404296875}, {"start": 850.79, "end": 851.03, "word": " many", "probability": 0.7861328125}, {"start": 851.03, "end": 851.53, "word": " questions,", 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Future performance. By the end, we are going to talk about decision. Decision for what? For implementing what we have studied and evaluated and recommendations which we are about to take or implement.", "tokens": [407, 510, 321, 645, 1417, 466, 6741, 764, 293, 586, 321, 366, 1417, 466, 777, 764, 11, 597, 14942, 281, 2027, 3389, 13, 20805, 3389, 13, 3146, 264, 917, 11, 321, 366, 516, 281, 751, 466, 3537, 13, 12427, 1991, 337, 437, 30, 1171, 18114, 437, 321, 362, 9454, 293, 25509, 293, 10434, 597, 321, 366, 466, 281, 747, 420, 4445, 13], "avg_logprob": -0.17844741543134054, "compression_ratio": 1.7472527472527473, "no_speech_prob": 0.0, "words": [{"start": 878.27, "end": 878.63, "word": " So", "probability": 0.74267578125}, {"start": 878.63, "end": 879.03, "word": " here", "probability": 0.71044921875}, {"start": 879.03, "end": 879.21, "word": " we", "probability": 0.748046875}, {"start": 879.21, "end": 879.33, "word": " were", "probability": 0.81494140625}, {"start": 879.33, "end": 879.59, "word": " talking", "probability": 0.84423828125}, {"start": 879.59, "end": 879.85, 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Any task which we are going to do in our daily professional life, it can be evaluated according to two dimensions. One of them is called assertiveness, and the second one is called cooperation. What's the meaning of assertiveness? Assertiveness. What's the meaning of it, Hanin? Hassle. Exactly. 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This means this task might be evaluated according to these two dimensions. It means the task here is classified to have a low level of assertiveness and a low level of cooperation. Then this task can be avoided. Avoidance. It can be avoided. It can be marginalized. It can be left for later stages. 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This cooperation is exerted by the working team members inside the company. The opposite situation for this task is the task can be hacked.", "tokens": [570, 309, 575, 257, 588, 2295, 1496, 295, 19810, 8477, 2051, 365, 257, 2295, 1496, 295, 14968, 13, 639, 14968, 307, 31941, 292, 538, 264, 1364, 1469, 2679, 1854, 264, 2237, 13, 440, 6182, 2590, 337, 341, 5633, 307, 264, 5633, 393, 312, 36218, 13], "avg_logprob": -0.1286514994242917, "compression_ratio": 1.5302013422818792, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1075.32, "end": 1075.94, "word": " because", "probability": 0.51171875}, {"start": 1075.94, "end": 1076.16, "word": " it", "probability": 0.94287109375}, {"start": 1076.16, "end": 1076.36, "word": " has", "probability": 0.94140625}, {"start": 1076.36, "end": 1076.52, "word": " a", "probability": 0.98388671875}, {"start": 1076.52, "end": 1076.68, "word": " very", "probability": 0.810546875}, {"start": 1076.68, "end": 1076.86, "word": " low", "probability": 0.92724609375}, {"start": 1076.86, "end": 1077.08, "word": " level", "probability": 0.93115234375}, {"start": 1077.08, "end": 1077.3, "word": " of", "probability": 0.96826171875}, {"start": 1077.3, "end": 1077.88, "word": " assertiveness", "probability": 0.9736328125}, {"start": 1077.88, "end": 1078.26, "word": " along", "probability": 0.8828125}, {"start": 1078.26, "end": 1078.52, "word": " with", "probability": 0.896484375}, {"start": 1078.52, "end": 1078.64, "word": " a", "probability": 0.97119140625}, {"start": 1078.64, "end": 1078.74, "word": " low", "probability": 0.912109375}, {"start": 1078.74, "end": 1078.96, "word": " level", "probability": 0.9326171875}, {"start": 1078.96, "end": 1079.3, "word": " of", "probability": 0.96875}, {"start": 1079.3, "end": 1080.34, "word": " cooperation.", "probability": 0.86962890625}, {"start": 1080.78, "end": 1080.96, "word": " This", "probability": 0.71630859375}, {"start": 1080.96, "end": 1081.48, "word": " cooperation", "probability": 0.8564453125}, {"start": 1081.48, "end": 1081.92, "word": " is", "probability": 0.94140625}, {"start": 1081.92, "end": 1082.44, "word": " exerted", "probability": 0.97216796875}, {"start": 1082.44, "end": 1082.86, "word": " by", "probability": 0.97216796875}, {"start": 1082.86, "end": 1083.76, "word": " the", "probability": 0.90234375}, {"start": 1083.76, "end": 1084.22, "word": " working", "probability": 0.89013671875}, {"start": 1084.22, "end": 1084.66, "word": " team", "probability": 0.97509765625}, {"start": 1084.66, "end": 1085.12, "word": " members", "probability": 0.84765625}, {"start": 1085.12, "end": 1085.78, "word": " inside", "probability": 0.9091796875}, {"start": 1085.78, "end": 1086.4, "word": " the", "probability": 0.91064453125}, {"start": 1086.4, "end": 1086.72, "word": " company.", "probability": 0.92236328125}, {"start": 1089.08, "end": 1089.86, "word": " The", "probability": 0.88330078125}, {"start": 1089.86, "end": 1090.54, "word": " opposite", "probability": 0.95263671875}, {"start": 1090.54, "end": 1091.24, "word": " situation", "probability": 0.91845703125}, {"start": 1091.24, "end": 1091.48, "word": " for", "probability": 0.89697265625}, {"start": 1091.48, "end": 1091.72, "word": " this", "probability": 0.9423828125}, {"start": 1091.72, "end": 1092.16, "word": " task", "probability": 0.93896484375}, {"start": 1092.16, "end": 1092.6, "word": " is", "probability": 0.912109375}, {"start": 1092.6, "end": 1092.8, "word": " the", "probability": 0.476318359375}, {"start": 1092.8, "end": 1093.22, "word": " task", "probability": 0.90478515625}, {"start": 1093.22, "end": 1093.46, "word": " can", "probability": 0.94091796875}, {"start": 1093.46, "end": 1093.66, "word": " be", "probability": 0.9541015625}, {"start": 1093.66, "end": 1094.06, "word": " hacked.", "probability": 0.552734375}], "temperature": 1.0}, {"id": 45, "seek": 112230, "start": 1095.76, "end": 1122.3, "text": " If the task is going to be listed over there, this means we are talking about a task which is having two characteristics. Number one, it has a very high level of assertiveness or a very high level of cooperation. This high level of cooperation or this high level of assertiveness, sometimes it might lead to a confrontation. This confrontation is considered to be the strongest expression of the word conflict.", "tokens": [759, 264, 5633, 307, 516, 281, 312, 10052, 670, 456, 11, 341, 1355, 321, 366, 1417, 466, 257, 5633, 597, 307, 1419, 732, 10891, 13, 5118, 472, 11, 309, 575, 257, 588, 1090, 1496, 295, 19810, 8477, 420, 257, 588, 1090, 1496, 295, 14968, 13, 639, 1090, 1496, 295, 14968, 420, 341, 1090, 1496, 295, 19810, 8477, 11, 2171, 309, 1062, 1477, 281, 257, 35363, 13, 639, 35363, 307, 4888, 281, 312, 264, 16595, 6114, 295, 264, 1349, 6596, 13], "avg_logprob": -0.1253858024691358, "compression_ratio": 1.8940092165898617, "no_speech_prob": 0.0, "words": [{"start": 1095.76, "end": 1096.06, "word": " If", "probability": 0.472900390625}, {"start": 1096.06, "end": 1096.2, "word": " the", "probability": 0.876953125}, {"start": 1096.2, "end": 1096.46, "word": " task", "probability": 0.9248046875}, {"start": 1096.46, "end": 1096.58, "word": " is", "probability": 0.9228515625}, {"start": 1096.58, "end": 1096.82, 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Not always. The stronger level of cooperation might lead to a stronger intensity of interaction. This interaction might breed stress and pressure. The stress and the pressure might be the flame of confrontation.", "tokens": [13463, 1062, 584, 11, 457, 498, 456, 307, 257, 1090, 1496, 295, 14968, 11, 341, 1355, 35363, 393, 312, 10473, 13, 1726, 1009, 13, 440, 7249, 1496, 295, 14968, 1062, 1477, 281, 257, 7249, 14056, 507, 295, 9285, 13, 639, 9285, 1062, 18971, 4244, 293, 3321, 13, 440, 4244, 293, 264, 3321, 1062, 312, 264, 13287, 295, 35363, 13], "avg_logprob": -0.1611979201436043, "compression_ratio": 1.822857142857143, "no_speech_prob": 0.0, "words": [{"start": 1123.91, "end": 1124.45, "word": " Somebody", "probability": 0.73291015625}, {"start": 1124.45, "end": 1124.75, "word": " might", "probability": 0.86669921875}, {"start": 1124.75, "end": 1125.13, "word": " say,", "probability": 0.94189453125}, {"start": 1125.61, "end": 1125.71, "word": " but", "probability": 0.453369140625}, {"start": 1125.71, "end": 1125.87, "word": " if", "probability": 0.92724609375}, {"start": 1125.87, "end": 1126.05, "word": " there", "probability": 0.91015625}, {"start": 1126.05, "end": 1126.17, "word": " is", "probability": 0.884765625}, {"start": 1126.17, "end": 1126.29, "word": " a", "probability": 0.98681640625}, {"start": 1126.29, "end": 1126.47, "word": " high", "probability": 0.89111328125}, {"start": 1126.47, "end": 1126.79, "word": " level", "probability": 0.9267578125}, {"start": 1126.79, "end": 1126.97, "word": " of", "probability": 0.97265625}, {"start": 1126.97, "end": 1127.41, "word": " cooperation,", "probability": 0.857421875}, {"start": 1127.67, "end": 1127.77, "word": " this", "probability": 0.90771484375}, {"start": 1127.77, "end": 1128.13, "word": " means", "probability": 0.93603515625}, {"start": 1128.13, "end": 1129.15, "word": " confrontation", "probability": 0.93212890625}, {"start": 1129.15, "end": 1129.55, "word": " can", "probability": 0.9462890625}, {"start": 1129.55, "end": 1129.69, "word": " be", "probability": 0.93359375}, {"start": 1129.69, "end": 1130.07, "word": " overcome.", "probability": 0.8271484375}, {"start": 1131.11, "end": 1131.45, "word": " Not", "probability": 0.8916015625}, {"start": 1131.45, "end": 1131.95, "word": " always.", "probability": 0.90283203125}, {"start": 1133.41, "end": 1133.63, "word": " The", "probability": 0.8427734375}, {"start": 1133.63, "end": 1134.01, "word": " stronger", "probability": 0.9482421875}, {"start": 1134.01, "end": 1134.39, "word": " level", "probability": 0.91748046875}, {"start": 1134.39, "end": 1134.61, "word": " of", "probability": 0.96923828125}, {"start": 1134.61, "end": 1135.13, "word": " cooperation", "probability": 0.86474609375}, {"start": 1135.13, "end": 1136.35, "word": " might", "probability": 0.853515625}, {"start": 1136.35, "end": 1136.77, "word": " lead", "probability": 0.93994140625}, {"start": 1136.77, "end": 1137.31, "word": " to", "probability": 0.96728515625}, {"start": 1137.31, "end": 1137.53, "word": " a", "probability": 0.97412109375}, {"start": 1137.53, "end": 1137.99, "word": " stronger", "probability": 0.9150390625}, {"start": 1137.99, "end": 1139.35, "word": " intensity", "probability": 0.662109375}, {"start": 1139.35, "end": 1139.83, "word": " of", "probability": 0.9658203125}, {"start": 1139.83, "end": 1140.49, "word": " interaction.", "probability": 0.86865234375}, {"start": 1141.49, "end": 1141.79, "word": " This", "probability": 0.70068359375}, {"start": 1141.79, "end": 1142.35, "word": " interaction", "probability": 0.869140625}, {"start": 1142.35, "end": 1142.69, "word": " might", "probability": 0.88134765625}, {"start": 1142.69, "end": 1143.29, "word": " breed", "probability": 0.87060546875}, {"start": 1143.29, "end": 1144.47, "word": " stress", "probability": 0.91162109375}, {"start": 1144.47, "end": 1145.79, "word": " and", "probability": 0.93505859375}, {"start": 1145.79, "end": 1146.23, "word": " pressure.", "probability": 0.8662109375}, {"start": 1147.17, "end": 1147.33, "word": " The", "probability": 0.7705078125}, {"start": 1147.33, "end": 1147.65, "word": " stress", "probability": 0.89306640625}, {"start": 1147.65, "end": 1147.85, "word": " and", "probability": 0.94287109375}, {"start": 1147.85, "end": 1147.97, "word": " the", "probability": 0.48388671875}, {"start": 1147.97, "end": 1148.19, "word": " pressure", "probability": 0.90625}, {"start": 1148.19, "end": 1148.51, "word": " might", "probability": 0.8759765625}, {"start": 1148.51, "end": 1148.63, "word": " be", "probability": 0.939453125}, {"start": 1148.63, "end": 1148.83, "word": " the", "probability": 0.91064453125}, {"start": 1148.83, "end": 1149.13, "word": " flame", "probability": 0.9423828125}, {"start": 1149.13, "end": 1149.65, "word": " of", "probability": 0.96923828125}, {"start": 1149.65, "end": 1151.35, "word": " confrontation.", "probability": 0.9453125}], "temperature": 1.0}, {"id": 47, "seek": 117770, "start": 1154.16, "end": 1177.7, "text": " Later on, if the situation is going to be listed here, also the final result is going to be confrontation according to Thomas. Thomas is saying if the task is having a high level of assertiveness along with a low level of cooperation, also the result is going to be confrontation. 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If it has a high level of assertiveness. Later on, Thomas is saying sometimes the task can be accommodated. What's the meaning of accommodated? 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So if its assertiveness is low or down, this means we are going to be away from confrontation. 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Compromise means settlement. Settlement means taswiya. We can resolve any task, we can implement and execute it if it is having a humble level of assertiveness or if it is having a humble level of cooperation.", "tokens": [8500, 307, 1566, 264, 2572, 293, 264, 7157, 3142, 2590, 337, 6548, 3807, 604, 5633, 307, 264, 18577, 13, 2432, 28722, 908, 1355, 18130, 13, 318, 3093, 3054, 1355, 8023, 6253, 3016, 13, 492, 393, 14151, 604, 5633, 11, 321, 393, 4445, 293, 14483, 309, 498, 309, 307, 1419, 257, 16735, 1496, 295, 19810, 8477, 420, 498, 309, 307, 1419, 257, 16735, 1496, 295, 14968, 13], "avg_logprob": -0.15694963131377945, "compression_ratio": 1.752808988764045, "no_speech_prob": 0.0, "words": [{"start": 1229.02, "end": 1229.46, "word": " Thomas", "probability": 0.8642578125}, {"start": 1229.46, "end": 1229.66, "word": " is", "probability": 0.82177734375}, {"start": 1229.66, "end": 1230.06, "word": " saying", "probability": 0.89697265625}, {"start": 1230.06, "end": 1230.44, "word": " the", "probability": 0.5595703125}, {"start": 1230.44, 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Everybody can be welcomed and participate and involved in finalizing this task in a very satisfying way, in a very fruitful way. Are we going to talk about confrontation? Are we going to talk about stress? No.", "tokens": [759, 1203, 307, 1419, 257, 6399, 1496, 295, 19810, 8477, 2051, 365, 257, 6399, 1496, 295, 14968, 11, 341, 1355, 264, 5633, 393, 312, 32463, 13, 7646, 393, 312, 23668, 293, 8197, 293, 3288, 294, 2572, 3319, 341, 5633, 294, 257, 588, 18348, 636, 11, 294, 257, 588, 49795, 636, 13, 2014, 321, 516, 281, 751, 466, 35363, 30, 2014, 321, 516, 281, 751, 466, 4244, 30, 883, 13], "avg_logprob": -0.11886161001665252, "compression_ratio": 1.681159420289855, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1257.24, "end": 1257.54, "word": " If", "probability": 0.8466796875}, {"start": 1257.54, "end": 1258.08, "word": " everything", "probability": 0.9326171875}, {"start": 1258.08, "end": 1258.98, "word": " is", "probability": 0.9287109375}, {"start": 1258.98, "end": 1259.36, "word": " having", "probability": 0.91748046875}, {"start": 1259.36, "end": 1259.62, "word": " a", "probability": 0.98681640625}, {"start": 1259.62, "end": 1259.86, "word": " medium", "probability": 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Both of them are the flames of confrontation. Any questions, any comments about this? Any questions, any comments? Now, let's go to another thing. This thing is reminding us with the final stage. 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Look at here. Before a while we drew the direction of the relationship and we said the relationship between the buyer and the seller and later on we do not have anything. This means the death of the relationship. Now we would like to ask why we are going to have this result? 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Reason number one, somebody is going to say we are missing information. In other words, the sales business or the sales agency, they might not have updated their information or data about the actual needs of the customer.", "tokens": [8011, 264, 2480, 1296, 264, 23600, 293, 24645, 337, 1732, 2563, 4112, 13, 39693, 1230, 472, 11, 2618, 307, 516, 281, 584, 321, 366, 5361, 1589, 13, 682, 661, 2283, 11, 264, 5763, 1606, 420, 264, 5763, 7934, 11, 436, 1062, 406, 362, 10588, 641, 1589, 420, 1412, 466, 264, 3539, 2203, 295, 264, 5474, 13], "avg_logprob": -0.2018914494598121, "compression_ratio": 1.5873015873015872, "no_speech_prob": 0.0, "words": [{"start": 1366.67, "end": 1367.09, "word": " killing", "probability": 0.43212890625}, {"start": 1367.09, "end": 1367.35, "word": " the", "probability": 0.90283203125}, {"start": 1367.35, "end": 1367.81, "word": " relationship", "probability": 0.89599609375}, {"start": 1367.81, "end": 1368.13, "word": " between", "probability": 0.87646484375}, {"start": 1368.13, "end": 1368.29, "word": " the", "probability": 0.80517578125}, {"start": 1368.29, "end": 1368.47, "word": " seller", "probability": 0.810546875}, {"start": 1368.47, "end": 1368.67, "word": " and", "probability": 0.94140625}, {"start": 1368.67, "end": 1368.91, "word": " buyer", "probability": 0.81494140625}, {"start": 1368.91, "end": 1369.91, "word": " for", "probability": 0.399658203125}, {"start": 1369.91, "end": 1371.15, "word": " five", "probability": 0.642578125}, {"start": 1371.15, "end": 1371.59, "word": " major", "probability": 0.90869140625}, {"start": 1371.59, "end": 1372.01, "word": " reasons.", "probability": 0.9287109375}, {"start": 1373.79, "end": 1374.39, "word": " Reason", "probability": 0.6259765625}, {"start": 1374.39, "end": 1374.71, "word": " number", "probability": 0.833984375}, {"start": 1374.71, "end": 1375.01, "word": " one,", "probability": 0.88232421875}, {"start": 1375.73, "end": 1376.09, "word": " somebody", "probability": 0.7568359375}, {"start": 1376.09, "end": 1376.25, "word": " is", "probability": 0.68310546875}, {"start": 1376.25, "end": 1376.41, "word": " going", "probability": 0.9482421875}, {"start": 1376.41, "end": 1376.59, "word": " to", "probability": 0.97021484375}, {"start": 1376.59, "end": 1376.87, "word": " say", "probability": 0.93994140625}, {"start": 1376.87, "end": 1377.19, "word": " we", "probability": 0.548828125}, {"start": 1377.19, "end": 1377.41, "word": " are", "probability": 0.9375}, {"start": 1377.41, "end": 1377.63, "word": " missing", "probability": 0.8779296875}, {"start": 1377.63, "end": 1378.25, "word": " information.", "probability": 0.8271484375}, {"start": 1378.35, "end": 1378.43, "word": " In", "probability": 0.935546875}, {"start": 1378.43, "end": 1378.63, "word": " other", "probability": 0.8974609375}, {"start": 1378.63, "end": 1379.03, "word": " words,", "probability": 0.8642578125}, {"start": 1380.23, "end": 1380.33, "word": " the", "probability": 0.89501953125}, {"start": 1380.33, "end": 1380.63, "word": " sales", "probability": 0.95849609375}, {"start": 1380.63, "end": 1381.03, "word": " business", "probability": 0.923828125}, {"start": 1381.03, "end": 1381.23, "word": " or", "probability": 0.93701171875}, {"start": 1381.23, "end": 1381.41, "word": " the", "probability": 0.8828125}, {"start": 1381.41, "end": 1381.59, "word": " sales", "probability": 0.93359375}, {"start": 1381.59, "end": 1382.01, "word": " agency,", "probability": 0.9150390625}, {"start": 1382.81, "end": 1383.45, "word": " they", "probability": 0.81103515625}, {"start": 1383.45, "end": 1383.83, "word": " might", "probability": 0.87353515625}, {"start": 1383.83, "end": 1384.11, "word": " not", "probability": 0.94140625}, {"start": 1384.11, "end": 1384.43, "word": " have", "probability": 0.85107421875}, {"start": 1384.43, "end": 1384.87, "word": " updated", "probability": 0.55126953125}, {"start": 1384.87, "end": 1385.15, "word": " their", "probability": 0.9306640625}, {"start": 1385.15, "end": 1385.61, "word": " information", "probability": 0.83984375}, {"start": 1385.61, "end": 1385.83, "word": " or", "probability": 0.95556640625}, {"start": 1385.83, "end": 1386.17, "word": " data", "probability": 0.93310546875}, {"start": 1386.17, "end": 1386.81, "word": " about", "probability": 0.88671875}, {"start": 1386.81, "end": 1387.01, "word": " the", "probability": 0.9111328125}, {"start": 1387.01, "end": 1387.23, "word": " actual", "probability": 0.8974609375}, {"start": 1387.23, "end": 1387.47, "word": " needs", "probability": 0.88427734375}, {"start": 1387.47, "end": 1387.59, "word": " of", "probability": 0.966796875}, {"start": 1387.59, "end": 1387.69, "word": " the", "probability": 0.89501953125}, {"start": 1387.69, "end": 1388.03, "word": " customer.", "probability": 0.74462890625}], "temperature": 1.0}, {"id": 56, "seek": 141466, "start": 1389.54, "end": 1414.66, "text": " So if they are missing this information, this means they cannot serve them. Or if they cannot serve them, this is going to be one of the factors which will weaken the relationship. Number two, uncertainty about information. In other words, our sales agency is guessing what are the required demands or needs or wants of our own customers or accounts.", "tokens": [407, 498, 436, 366, 5361, 341, 1589, 11, 341, 1355, 436, 2644, 4596, 552, 13, 1610, 498, 436, 2644, 4596, 552, 11, 341, 307, 516, 281, 312, 472, 295, 264, 6771, 597, 486, 48576, 264, 2480, 13, 5118, 732, 11, 15697, 466, 1589, 13, 682, 661, 2283, 11, 527, 5763, 7934, 307, 17939, 437, 366, 264, 4739, 15107, 420, 2203, 420, 2738, 295, 527, 1065, 4581, 420, 9402, 13], "avg_logprob": -0.16562499723264149, "compression_ratio": 1.6956521739130435, "no_speech_prob": 0.0, "words": [{"start": 1389.54, "end": 1389.8, "word": " So", "probability": 0.6875}, {"start": 1389.8, "end": 1389.92, "word": " if", "probability": 0.71484375}, {"start": 1389.92, "end": 1390.0, "word": " they", "probability": 0.9013671875}, {"start": 1390.0, "end": 1390.16, "word": " are", "probability": 0.90478515625}, {"start": 1390.16, "end": 1390.4, "word": " missing", "probability": 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0.884765625}, {"start": 1412.48, "end": 1412.74, "word": " or", "probability": 0.93408203125}, {"start": 1412.74, "end": 1413.02, "word": " wants", "probability": 0.8564453125}, {"start": 1413.02, "end": 1413.2, "word": " of", "probability": 0.9599609375}, {"start": 1413.2, "end": 1413.4, "word": " our", "probability": 0.87255859375}, {"start": 1413.4, "end": 1413.64, "word": " own", "probability": 0.81103515625}, {"start": 1413.64, "end": 1414.02, "word": " customers", "probability": 0.84326171875}, {"start": 1414.02, "end": 1414.2, "word": " or", "probability": 0.92919921875}, {"start": 1414.2, "end": 1414.66, "word": " accounts.", "probability": 0.8232421875}], "temperature": 1.0}, {"id": 57, "seek": 143983, "start": 1415.47, "end": 1439.83, "text": " So if they are guessing, this means their information is not certain, not affirmative. So here we are going to work and sell our products or offer our products according to the trial and error issue. Trial and error. Is this a good work for leading a business? Of course not.", "tokens": [407, 498, 436, 366, 17939, 11, 341, 1355, 641, 1589, 307, 406, 1629, 11, 406, 45270, 13, 407, 510, 321, 366, 516, 281, 589, 293, 3607, 527, 3383, 420, 2626, 527, 3383, 4650, 281, 264, 7308, 293, 6713, 2734, 13, 314, 7111, 293, 6713, 13, 1119, 341, 257, 665, 589, 337, 5775, 257, 1606, 30, 2720, 1164, 406, 13], "avg_logprob": -0.14140625447034835, "compression_ratio": 1.6140350877192982, "no_speech_prob": 0.0, "words": [{"start": 1415.47, "end": 1415.75, "word": " So", "probability": 0.73291015625}, {"start": 1415.75, "end": 1415.91, "word": " if", "probability": 0.76953125}, {"start": 1415.91, "end": 1415.99, "word": " they", "probability": 0.89599609375}, {"start": 1415.99, "end": 1416.15, "word": " are", "probability": 0.869140625}, {"start": 1416.15, "end": 1416.49, "word": " guessing,", "probability": 0.9462890625}, {"start": 1416.95, "end": 1417.59, "word": " this", "probability": 0.79296875}, {"start": 1417.59, "end": 1417.87, "word": " means", "probability": 0.93603515625}, {"start": 1417.87, "end": 1418.09, "word": " their", "probability": 0.86865234375}, {"start": 1418.09, "end": 1418.63, "word": " information", "probability": 0.8779296875}, {"start": 1418.63, "end": 1419.17, "word": " is", "probability": 0.94677734375}, {"start": 1419.17, "end": 1419.87, "word": " not", "probability": 0.896484375}, {"start": 1419.87, "end": 1420.39, "word": " certain,", "probability": 0.88037109375}, {"start": 1421.05, "end": 1421.41, "word": " not", "probability": 0.919921875}, {"start": 1421.41, "end": 1422.33, "word": " affirmative.", "probability": 0.767578125}, {"start": 1423.53, "end": 1424.13, "word": " So", "probability": 0.89892578125}, {"start": 1424.13, "end": 1424.43, "word": " here", "probability": 0.80419921875}, {"start": 1424.43, "end": 1424.59, "word": " we", "probability": 0.765625}, {"start": 1424.59, "end": 1424.73, "word": " are", "probability": 0.9140625}, {"start": 1424.73, "end": 1425.01, "word": " going", "probability": 0.94482421875}, {"start": 1425.01, "end": 1425.21, "word": " to", "probability": 0.96826171875}, {"start": 1425.21, "end": 1425.51, "word": " work", "probability": 0.87548828125}, {"start": 1425.51, "end": 1425.73, "word": " and", "probability": 0.89794921875}, {"start": 1425.73, "end": 1425.95, "word": " sell", "probability": 0.8671875}, {"start": 1425.95, "end": 1426.21, "word": " our", "probability": 0.80029296875}, {"start": 1426.21, "end": 1426.63, "word": " products", "probability": 0.84765625}, {"start": 1426.63, "end": 1426.81, "word": " or", "probability": 0.73779296875}, {"start": 1426.81, "end": 1427.01, "word": " offer", "probability": 0.919921875}, {"start": 1427.01, "end": 1427.23, "word": " our", "probability": 0.87939453125}, {"start": 1427.23, "end": 1427.85, "word": " products", "probability": 0.87744140625}, {"start": 1427.85, "end": 1428.35, "word": " according", "probability": 0.908203125}, {"start": 1428.35, "end": 1429.19, "word": " to", "probability": 0.9658203125}, {"start": 1429.19, "end": 1429.37, "word": " the", "probability": 0.78759765625}, {"start": 1429.37, "end": 1429.67, "word": " trial", "probability": 0.93896484375}, {"start": 1429.67, "end": 1430.17, "word": " and", "probability": 0.92138671875}, {"start": 1430.17, "end": 1430.53, "word": " error", "probability": 0.888671875}, {"start": 1430.53, "end": 1430.93, "word": " issue.", "probability": 0.92138671875}, {"start": 1431.89, "end": 1432.25, "word": " Trial", "probability": 0.7313232421875}, {"start": 1432.25, "end": 1432.59, "word": " and", "probability": 0.94677734375}, {"start": 1432.59, "end": 1432.87, "word": " error.", "probability": 0.81396484375}, {"start": 1436.13, "end": 1436.13, "word": " Is", "probability": 0.666015625}, {"start": 1436.13, "end": 1436.97, "word": " this", "probability": 0.93212890625}, {"start": 1436.97, "end": 1437.11, "word": " a", "probability": 0.92138671875}, {"start": 1437.11, "end": 1437.25, "word": " good", "probability": 0.93115234375}, {"start": 1437.25, "end": 1437.69, "word": " work", "probability": 0.74853515625}, {"start": 1437.69, "end": 1438.53, "word": " for", "probability": 0.8759765625}, {"start": 1438.53, "end": 1438.79, "word": " leading", "probability": 0.9130859375}, {"start": 1438.79, "end": 1438.95, "word": " a", "probability": 0.98828125}, {"start": 1438.95, "end": 1439.23, "word": " business?", "probability": 0.93994140625}, {"start": 1439.29, "end": 1439.45, "word": " Of", "probability": 0.962890625}, {"start": 1439.45, "end": 1439.61, "word": " course", "probability": 0.9560546875}, {"start": 1439.61, "end": 1439.83, "word": " not.", "probability": 0.93408203125}], "temperature": 1.0}, {"id": 58, "seek": 145748, "start": 1441.46, "end": 1457.48, "text": " The third factor which might contribute to weakening this relationship is uncontacted buying influence. Let's stop here and let's talk about the buying influence. We talked about them last time. We would like somebody to remind us with them.", "tokens": [440, 2636, 5952, 597, 1062, 10586, 281, 5336, 4559, 341, 2480, 307, 36019, 578, 292, 6382, 6503, 13, 961, 311, 1590, 510, 293, 718, 311, 751, 466, 264, 6382, 6503, 13, 492, 2825, 466, 552, 1036, 565, 13, 492, 576, 411, 2618, 281, 4160, 505, 365, 552, 13], "avg_logprob": -0.1838329130289506, "compression_ratio": 1.5316455696202531, "no_speech_prob": 0.0, "words": [{"start": 1441.46, "end": 1441.72, "word": " The", "probability": 0.806640625}, {"start": 1441.72, "end": 1442.1, "word": " third", "probability": 0.90771484375}, {"start": 1442.1, "end": 1442.54, "word": " factor", "probability": 0.853515625}, {"start": 1442.54, "end": 1442.86, "word": " which", "probability": 0.8701171875}, {"start": 1442.86, "end": 1443.22, "word": " might", "probability": 0.8564453125}, {"start": 1443.22, "end": 1443.82, "word": " contribute", "probability": 0.939453125}, {"start": 1443.82, "end": 1444.18, "word": " to", "probability": 0.96484375}, {"start": 1444.18, "end": 1444.54, "word": " weakening", "probability": 0.93798828125}, {"start": 1444.54, "end": 1444.76, "word": " this", "probability": 0.90576171875}, {"start": 1444.76, "end": 1445.22, "word": " relationship", "probability": 0.88134765625}, {"start": 1445.22, "end": 1445.74, "word": " is", "probability": 0.9375}, {"start": 1445.74, "end": 1447.66, "word": " uncontacted", "probability": 0.8732096354166666}, {"start": 1447.66, "end": 1447.92, "word": " buying", "probability": 0.93212890625}, {"start": 1447.92, "end": 1448.48, "word": " influence.", "probability": 0.72607421875}, {"start": 1449.3, "end": 1449.6, "word": " Let's", "probability": 0.697021484375}, {"start": 1449.6, "end": 1449.9, "word": " stop", "probability": 0.85693359375}, {"start": 1449.9, "end": 1450.3, "word": " here", "probability": 0.74365234375}, {"start": 1450.3, "end": 1450.98, "word": " and", "probability": 0.7314453125}, {"start": 1450.98, "end": 1451.24, "word": " let's", "probability": 0.76513671875}, {"start": 1451.24, "end": 1451.48, "word": " talk", "probability": 0.85546875}, {"start": 1451.48, "end": 1451.78, "word": " about", "probability": 0.89892578125}, {"start": 1451.78, "end": 1451.92, "word": " the", "probability": 0.432373046875}, {"start": 1451.92, "end": 1452.14, "word": " buying", "probability": 0.93408203125}, {"start": 1452.14, "end": 1452.52, "word": " influence.", "probability": 0.91064453125}, {"start": 1453.26, "end": 1453.5, "word": " We", "probability": 0.90966796875}, {"start": 1453.5, "end": 1453.82, "word": " talked", "probability": 0.86279296875}, {"start": 1453.82, "end": 1454.1, "word": " about", "probability": 0.91015625}, {"start": 1454.1, "end": 1454.28, "word": " them", "probability": 0.8896484375}, {"start": 1454.28, "end": 1454.54, "word": " last", "probability": 0.84375}, {"start": 1454.54, "end": 1454.92, "word": " time.", "probability": 0.8818359375}, {"start": 1455.16, "end": 1455.24, "word": " We", "probability": 0.8974609375}, {"start": 1455.24, "end": 1455.36, "word": " would", "probability": 0.86962890625}, {"start": 1455.36, "end": 1455.5, "word": " like", "probability": 0.93603515625}, {"start": 1455.5, "end": 1455.82, "word": " somebody", "probability": 0.72412109375}, {"start": 1455.82, "end": 1455.98, "word": " to", "probability": 0.95654296875}, {"start": 1455.98, "end": 1456.26, "word": " remind", "probability": 0.91845703125}, {"start": 1456.26, "end": 1456.56, "word": " us", "probability": 0.93359375}, {"start": 1456.56, "end": 1457.12, "word": " with", "probability": 0.68115234375}, {"start": 1457.12, "end": 1457.48, "word": " them.", "probability": 0.9033203125}], "temperature": 1.0}, {"id": 59, "seek": 148042, "start": 1475.3, "end": 1480.42, "text": " If your sales agency isn't going to contact", "tokens": [759, 428, 5763, 7934, 1943, 380, 516, 281, 3385], "avg_logprob": -0.23925781846046448, "compression_ratio": 0.8461538461538461, "no_speech_prob": 0.0, "words": [{"start": 1475.3, "end": 1476.48, "word": " If", "probability": 0.2379150390625}, {"start": 1476.48, "end": 1477.66, "word": " your", "probability": 0.85546875}, {"start": 1477.66, "end": 1477.92, "word": " sales", "probability": 0.97509765625}, {"start": 1477.92, "end": 1478.46, "word": " agency", "probability": 0.9052734375}, {"start": 1478.46, "end": 1479.36, "word": " isn't", "probability": 0.8798828125}, {"start": 1479.36, "end": 1479.6, "word": " going", "probability": 0.935546875}, {"start": 1479.6, "end": 1479.78, "word": " to", "probability": 0.97314453125}, {"start": 1479.78, "end": 1480.42, "word": " contact", "probability": 0.93994140625}], "temperature": 1.0}, {"id": 60, "seek": 150909, "start": 1482.55, "end": 1509.09, "text": " persons who are going to have economic buying influence, or user buying influence, or persons who are having technical buying influence, or advocates. This means we are not going to have a relationship with what? With our account or customer. So is this going to contribute in weakening the relationship with the buyer? Of course. Number four, customer personnel are new to the job. This is something very essential.", "tokens": [14453, 567, 366, 516, 281, 362, 4836, 6382, 6503, 11, 420, 4195, 6382, 6503, 11, 420, 14453, 567, 366, 1419, 6191, 6382, 6503, 11, 420, 25160, 13, 639, 1355, 321, 366, 406, 516, 281, 362, 257, 2480, 365, 437, 30, 2022, 527, 2696, 420, 5474, 13, 407, 307, 341, 516, 281, 10586, 294, 5336, 4559, 264, 2480, 365, 264, 24645, 30, 2720, 1164, 13, 5118, 1451, 11, 5474, 14988, 366, 777, 281, 264, 1691, 13, 639, 307, 746, 588, 7115, 13], "avg_logprob": -0.1843559483929378, "compression_ratio": 1.8783783783783783, "no_speech_prob": 0.0, "words": [{"start": 1482.55, "end": 1483.07, "word": " persons", "probability": 0.252197265625}, {"start": 1483.07, "end": 1483.59, "word": " who", "probability": 0.88916015625}, {"start": 1483.59, "end": 1483.75, "word": " are", "probability": 0.9169921875}, {"start": 1483.75, "end": 1483.99, "word": " going", "probability": 0.94287109375}, {"start": 1483.99, "end": 1484.13, "word": " to", "probability": 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This means they are going to require what? More time to understand our target group and our target customers. Who are they? How they are thinking? How can we approach them? Is this going to contribute in weakening the relationship? Yes.", "tokens": [759, 291, 366, 516, 281, 11158, 257, 587, 337, 1365, 293, 4046, 1147, 281, 312, 527, 5474, 14988, 11, 1293, 295, 552, 436, 360, 406, 362, 1547, 1752, 13, 639, 1355, 436, 366, 516, 281, 3651, 437, 30, 5048, 565, 281, 1223, 527, 3779, 1594, 293, 527, 3779, 4581, 13, 2102, 366, 436, 30, 1012, 436, 366, 1953, 30, 1012, 393, 321, 3109, 552, 30, 1119, 341, 516, 281, 10586, 294, 5336, 4559, 264, 2480, 30, 1079, 13], "avg_logprob": -0.18047864112672926, "compression_ratio": 1.6299559471365639, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1510.18, "end": 1510.46, "word": " If", "probability": 0.85107421875}, {"start": 1510.46, "end": 1510.56, "word": " you", "probability": 0.6220703125}, {"start": 1510.56, "end": 1510.68, "word": " are", "probability": 0.71875}, {"start": 1510.68, "end": 1510.94, "word": " going", "probability": 0.9326171875}, {"start": 1510.94, "end": 1511.18, "word": " to", "probability": 0.97216796875}, {"start": 1511.18, "end": 1511.36, 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Is this going to weaken the relationship with the buyer? Of course. So these are briefly the five reasons behind the weak relationship which might pass away between the seller and the buyer.", "tokens": [544, 565, 11, 544, 3097, 11, 544, 3601, 281, 6052, 264, 912, 1752, 597, 257, 587, 658, 3710, 264, 1036, 1266, 924, 13, 1119, 341, 516, 281, 48576, 264, 2480, 365, 264, 24645, 30, 2720, 1164, 13, 407, 613, 366, 10515, 264, 1732, 4112, 2261, 264, 5336, 2480, 597, 1062, 1320, 1314, 1296, 264, 23600, 293, 264, 24645, 13], "avg_logprob": -0.16106771528720856, "compression_ratio": 1.577319587628866, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1563.43, "end": 1563.79, "word": " more", "probability": 0.56640625}, {"start": 1563.79, "end": 1564.19, "word": " time,", "probability": 0.796875}, {"start": 1564.33, "end": 1564.47, "word": " more", "probability": 0.935546875}, {"start": 1564.47, "end": 1564.81, "word": " training,", "probability": 0.89013671875}, {"start": 1564.97, "end": 1565.09, "word": " more", "probability": 0.916015625}, 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"temperature": 1.0}, {"id": 64, "seek": 161509, "start": 1587.35, "end": 1615.09, "text": " Any questions, any comments? Final question before we are going to conclude this part. Do you think any sales agency or business agency can overcome all these obstacles or difficulties? Not always. Why? For example, take this reason. Do you think organizations are going to be in the same organization as it is, in the same hierarchy as it is? Of course not. 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It talks about what? Go on, read, two minutes. What is it? So it talks about what? What is the story? Okay, give us a full story about what is going on. What happened? 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This is pushing me to change my technique. Also, this is motivating me to give you an assignment now. Let's begin. This is a reasonable salesperson. 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The shipment is going to be on the account of my sales agency, which is Akam Supply. This, by the end, led to something very important. Instead of achieving a marginality of profit of about 20%, they achieved what? Only 10%. 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He began complaining and asking him. We asked him this question, I would like somebody to read this text and later on we will comment on it. Go on, I would like to read it. When? Go on, Iman. 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What they got? Only they got another 10%. But the original margin of profitability which the supervisor was looking for was 20%. Go on, Iman, what did he say? Or how did he respond? This is a quote. This means these are the words and the sentences which are used by Rogers. 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Is the behavior of Roger in handling this situation justified, yes, no, why? Go on. I think it's convenient to the… So it's justified, why? 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You agree? Who do not agree? In a very intelligent way? In a very good way? In a professional way? So you are supporting his decision? No, he didn't lose. He only won 10%. But did he lose? 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But here we would like to give reasons, we would like to give indications for why this or from the case study that supporting your answer, this incidence or this behavior or this attitude which was taken by Roger is apart from X sales relationship. Any question about the assignment? Any question about the assignment? 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Today we will go on with + +2 +00:00:26,390 --> 00:00:29,290 +chapter number four. Regarding chapter number + +3 +00:00:29,290 --> 00:00:32,670 +four, we are going to talk about something called + +4 +00:00:32,670 --> 00:00:35,050 +how the relationship between the buyer and the + +5 +00:00:35,050 --> 00:00:39,350 +seller is going to develop. This issue is a very + +6 +00:00:39,350 --> 00:00:43,610 +important issue. With this relationship, We are + +7 +00:00:43,610 --> 00:00:46,350 +going to conclude after Rima, she's going to make + +8 +00:00:46,350 --> 00:00:49,230 +her presentation. We are going to conclude that + +9 +00:00:49,230 --> 00:00:51,770 +the relationship between the buyer and the seller + +10 +00:00:51,770 --> 00:00:57,570 +has a life cycle, exactly like the project cycle, + +11 +00:00:57,870 --> 00:01:02,070 +like the good cycle, like the service cycle. When + +12 +00:01:02,070 --> 00:01:04,910 +we are saying life cycle, it means the + +13 +00:01:04,910 --> 00:01:09,450 +relationship will begin in a very weak way, and + +14 +00:01:09,450 --> 00:01:12,890 +later on this relationship will be strengthened + +15 +00:01:12,890 --> 00:01:17,970 +till it is going to reach its own peak. If it is + +16 +00:01:17,970 --> 00:01:19,710 +going to reach its own peak, we are going to talk + +17 +00:01:19,710 --> 00:01:23,530 +about the commitment. But by the end, this + +18 +00:01:23,530 --> 00:01:26,610 +relationship will be dissolved. If it got + +19 +00:01:26,610 --> 00:01:28,630 +dissolved, this means the relationship passed + +20 +00:01:28,630 --> 00:01:32,010 +away. This is briefly the development of the + +21 +00:01:32,010 --> 00:01:33,830 +relationship between the buyer and the seller, and + +22 +00:01:33,830 --> 00:01:36,290 +now I would like to invite Rima to make her + +23 +00:01:36,290 --> 00:01:39,230 +presentation. Assalamu alaikum, my name is Rima + +24 +00:01:39,230 --> 00:01:43,710 +Sharafa, I study Faculty of Commerce, Accounting + +25 +00:01:43,710 --> 00:01:47,090 +Department. I will discuss about stages in a + +26 +00:01:47,090 --> 00:01:49,810 +biostellar relationship. First thing, how to build + +27 +00:01:49,810 --> 00:01:52,430 +and enhance a professional relationship in all + +28 +00:01:52,430 --> 00:01:55,630 +levels of the organization and all of relations + +29 +00:01:55,630 --> 00:01:58,930 +are dynamic but not linear in function. And we can + +30 +00:01:58,930 --> 00:02:02,270 +call these stages multistage relationship. Okay, + +31 +00:02:02,410 --> 00:02:04,950 +first one, awareness. Awareness, recognition that + +32 +00:02:04,950 --> 00:02:07,530 +a supplier may be able to satisfy an important + +33 +00:02:07,530 --> 00:02:11,470 +need. This stage, our recognition, okay, + +34 +00:02:12,370 --> 00:02:18,130 +recognition that The key word of this awareness, + +35 +00:02:18,590 --> 00:02:24,170 +of this step, the recognition. First thing, this + +36 +00:02:24,170 --> 00:02:26,830 +stage characterized that the supplier or that the + +37 +00:02:26,830 --> 00:02:30,550 +customer should know or must know the certain + +38 +00:02:30,550 --> 00:02:35,030 +supplier who will have the ability to satisfy his + +39 +00:02:35,030 --> 00:02:40,410 +need or his customer's need. And he will know that + +40 +00:02:40,410 --> 00:02:43,450 +there is certain supplier who will give him goods + +41 +00:02:43,450 --> 00:02:46,070 +that will satisfy his needs. For example, if I + +42 +00:02:46,070 --> 00:02:48,670 +want to buy a laptop and I know that there are + +43 +00:02:48,670 --> 00:02:51,390 +three suppliers in the market who have these + +44 +00:02:51,390 --> 00:02:55,190 +laptops with some specification I want. This means + +45 +00:02:55,190 --> 00:02:58,470 +that those suppliers, those three suppliers who + +46 +00:02:58,470 --> 00:03:01,050 +have the ability to satisfy my need or my desire. + +47 +00:03:02,560 --> 00:03:05,740 +Key selling objectives. The objectives means what + +48 +00:03:05,740 --> 00:03:08,840 +the supplier want to achieve in this stages. First + +49 +00:03:08,840 --> 00:03:11,280 +one, gain customer attention. Second one, + +50 +00:03:11,320 --> 00:03:13,680 +demonstrate how the product service can satisfy a + +51 +00:03:13,680 --> 00:03:17,640 +need. First one, gain customer attention to attend + +52 +00:03:17,640 --> 00:03:19,900 +the customer. Supplier should attend the customer + +53 +00:03:19,900 --> 00:03:26,800 +by providing him his needs or his desire. His + +54 +00:03:26,800 --> 00:03:37,520 +needs or desire. by advertising or by the way of + +55 +00:03:37,520 --> 00:03:41,040 +supply of his product or services. Second one + +56 +00:03:41,040 --> 00:03:43,540 +demonstrate how the product service can satisfy a + +57 +00:03:43,540 --> 00:03:48,860 +need to explain to the customer how the laptop + +58 +00:03:48,860 --> 00:03:51,840 +will work and how to treat with its specification + +59 +00:03:51,840 --> 00:03:55,460 +and so on. Second one Exploration, alternative + +60 +00:03:55,460 --> 00:03:58,640 +initial trail with limited commitment by both + +61 +00:03:58,640 --> 00:04:01,300 +parties. This trail period may go on for an + +62 +00:04:01,300 --> 00:04:04,620 +extended period of time. Initial is the keyword of + +63 +00:04:04,620 --> 00:04:08,380 +this exploration of this stage. This stage + +64 +00:04:08,380 --> 00:04:10,740 +characterized that the customer and supplier + +65 +00:04:10,740 --> 00:04:13,780 +should know each other to complete the purchasing + +66 +00:04:13,780 --> 00:04:17,490 +process. And precisely the customer should + +67 +00:04:17,490 --> 00:04:20,390 +explore, should explore, the customer should + +68 +00:04:20,390 --> 00:04:23,170 +explore, the customer should explore the supplier + +69 +00:04:23,170 --> 00:04:27,730 +who will give him his need or her desire. And it + +70 +00:04:27,730 --> 00:04:31,470 +will go on for extended period of time because the + +71 +00:04:31,470 --> 00:04:35,590 +customer is difficult to trust of certain + +72 +00:04:35,590 --> 00:04:38,110 +supplier, he will first, he will see it at the + +73 +00:04:38,110 --> 00:04:41,400 +first time. And key selling objectives gain + +74 +00:04:41,400 --> 00:04:43,680 +initial acceptance, build a successful + +75 +00:04:43,680 --> 00:04:49,660 +relationship. Gain initial acceptance, each of + +76 +00:04:49,660 --> 00:04:52,760 +customer and supplier have initial acceptance that + +77 +00:04:52,760 --> 00:04:57,440 +the customer accept that or accept to buy, initial + +78 +00:04:57,440 --> 00:05:00,020 +acceptance that he see the product and he will + +79 +00:05:00,020 --> 00:05:02,820 +like this product, the laptop and its + +80 +00:05:02,820 --> 00:05:06,740 +specification and want to buy this laptop. Second, + +81 +00:05:06,740 --> 00:05:09,840 +we'll build a successful relationship, and this + +82 +00:05:09,840 --> 00:05:12,840 +will happen after collection of data and + +83 +00:05:12,840 --> 00:05:16,200 +information, collection data and information, and + +84 +00:05:16,200 --> 00:05:21,300 +seeing the potential product or services. And + +85 +00:05:21,300 --> 00:05:23,640 +we'll build a new relationship between customer + +86 +00:05:23,640 --> 00:05:28,120 +and supplier. Third one, expansion, expanding the + +87 +00:05:28,120 --> 00:05:30,780 +rewards for each party in the relationship, the + +88 +00:05:30,780 --> 00:05:31,720 +keywords and rewards. + +89 +00:05:34,660 --> 00:05:38,640 +And we should know what's the reward from this + +90 +00:05:38,640 --> 00:05:41,780 +stage, what's the reward for customer and for + +91 +00:05:41,780 --> 00:05:46,200 +supplier. For supplier, the reward is to sell his + +92 +00:05:46,200 --> 00:05:49,620 +product and gain profit to maximize his wealth. + +93 +00:05:50,220 --> 00:05:54,580 +And for customer, he will satisfy his need, he + +94 +00:05:54,580 --> 00:05:56,500 +will satisfy a need and being happy from this + +95 +00:05:56,500 --> 00:06:00,170 +relation. The objective of this stage get to know + +96 +00:06:00,170 --> 00:06:04,170 +a customer and their business better. The customer + +97 +00:06:04,170 --> 00:06:08,210 +or the supplier will know the customer will know + +98 +00:06:08,210 --> 00:06:12,690 +better than the last stage because this being + +99 +00:06:12,690 --> 00:06:16,070 +relation between them and being some kind of + +100 +00:06:16,070 --> 00:06:20,110 +loyalty. And expand ways to help the customer, to + +101 +00:06:20,110 --> 00:06:22,590 +expand and create new ways to help the customer + +102 +00:06:22,590 --> 00:06:27,570 +and open in front of him multiple things to think + +103 +00:06:27,570 --> 00:06:31,590 +about his product. First one, the commitment. The + +104 +00:06:31,590 --> 00:06:34,130 +commitment by both. Commitment, the key word is + +105 +00:06:34,130 --> 00:06:37,010 +commitment. By both the buyer and seller to an + +106 +00:06:37,010 --> 00:06:42,690 +exclusive + +107 +00:06:42,690 --> 00:06:43,730 +relationship. + +108 +00:06:45,830 --> 00:06:48,570 +Here, Rima, we are talking about the peak of the + +109 +00:06:48,570 --> 00:06:53,130 +relationship, which means the strongest level of + +110 +00:06:53,130 --> 00:06:55,590 +the relationship between the two partners. I mean + +111 +00:06:55,590 --> 00:06:58,910 +the supplier or the seller and the buyer. It's + +112 +00:06:58,910 --> 00:07:02,970 +considered the strongest stage because it will be + +113 +00:07:02,970 --> 00:07:07,860 +the peak of the relationship. Because each of + +114 +00:07:07,860 --> 00:07:11,360 +customer and supplier commit to each other, for + +115 +00:07:11,360 --> 00:07:14,320 +example the customer commit to supplier to + +116 +00:07:14,320 --> 00:07:19,400 +purchase from him the laptop and not from another + +117 +00:07:19,400 --> 00:07:23,560 +one and the supplier commit to sell the product to + +118 +00:07:23,560 --> 00:07:26,800 +the customer in certain price and certain time. + +119 +00:07:27,450 --> 00:07:29,790 +The objective interaction at levels between the + +120 +00:07:29,790 --> 00:07:31,930 +buyers and sellers organization, there is + +121 +00:07:31,930 --> 00:07:34,450 +expanding in relation between the customer and + +122 +00:07:34,450 --> 00:07:38,170 +supplier. For example, if I want to buy something + +123 +00:07:38,170 --> 00:07:41,230 +related to the laptop I bought before, I will go + +124 +00:07:41,230 --> 00:07:44,990 +to the same supplier and buy from them something + +125 +00:07:44,990 --> 00:07:47,730 +related to the laptop. Second one, early supplier + +126 +00:07:47,730 --> 00:07:52,380 +involvement and development. It means that the + +127 +00:07:52,380 --> 00:07:59,580 +customer, when we want to buy something else, he + +128 +00:07:59,580 --> 00:08:05,380 +will take the supplier's opinion before making the + +129 +00:08:05,380 --> 00:08:08,720 +purchasing process. For example, if I have an + +130 +00:08:08,720 --> 00:08:11,760 +organization or company and I want to install a + +131 +00:08:11,760 --> 00:08:14,800 +new software, I will go to the supplier and ask + +132 +00:08:14,800 --> 00:08:20,500 +him to advise me to install or not. are to + +133 +00:08:20,500 --> 00:08:24,780 +determine the best course for our software and + +134 +00:08:24,780 --> 00:08:28,750 +which style to install it. Long-term focus to the + +135 +00:08:28,750 --> 00:08:32,470 +relationship. The customer at subsidiary should + +136 +00:08:32,470 --> 00:08:35,110 +focus on the strategic, on long-term strategic + +137 +00:08:35,110 --> 00:08:37,670 +relationship. And when we say strategic, because + +138 +00:08:37,670 --> 00:08:40,830 +strategic it means big size of consumption, big + +139 +00:08:40,830 --> 00:08:43,990 +size of purchasing, so big size of revenue, and + +140 +00:08:43,990 --> 00:08:47,810 +big, and will become kind of loyalty to the + +141 +00:08:47,810 --> 00:08:49,970 +customer. And the second, and the last one, + +142 +00:08:50,050 --> 00:08:53,940 +disillusion. Total disengagement. Total + +143 +00:08:53,940 --> 00:08:56,120 +disengagement from the relationship, this may + +144 +00:08:56,120 --> 00:09:00,180 +occur at any point in the relationship. And this + +145 +00:09:00,180 --> 00:09:04,440 +stage, we can call it the death stage. The death + +146 +00:09:04,440 --> 00:09:04,860 +stage. + +147 +00:09:08,160 --> 00:09:10,640 +Yes, we are going to talk about a relationship + +148 +00:09:10,640 --> 00:09:15,160 +which will be cut, finally, completely between the + +149 +00:09:15,160 --> 00:09:18,700 +celibate and the bride. For various reasons, we + +150 +00:09:18,700 --> 00:09:21,440 +will discuss them later on. For various reasons, + +151 +00:09:21,580 --> 00:09:24,180 +we will discuss them later on. Go on, Rima. And + +152 +00:09:24,180 --> 00:09:27,960 +this death stage and it considered that it may + +153 +00:09:27,960 --> 00:09:32,650 +happen at any point of time. at any point of time + +154 +00:09:32,650 --> 00:09:37,150 +and it's considered a very dangerous stage because + +155 +00:09:37,150 --> 00:09:39,950 +we will cut the relation between customer and + +156 +00:09:39,950 --> 00:09:46,630 +supplier and it's very dangerous and the supplier + +157 +00:09:46,630 --> 00:09:50,490 +would focus or would know or would fit this + +158 +00:09:50,490 --> 00:09:52,470 +situation before anything to happen between + +159 +00:09:52,470 --> 00:09:55,450 +supplier and customer look for warning signals + +160 +00:09:55,450 --> 00:09:58,990 +warning signals means signals that the + +161 +00:09:58,990 --> 00:10:03,190 +relationship is about to die Okay. And the second + +162 +00:10:03,190 --> 00:10:06,130 +goal? Look for warning signals. To not lose the + +163 +00:10:06,130 --> 00:10:10,290 +customer, he should focus or he should notice from + +164 +00:10:10,290 --> 00:10:12,530 +the beginning the warning signals that will cut + +165 +00:10:12,530 --> 00:10:15,110 +the relation between customer and supplier. And + +166 +00:10:15,110 --> 00:10:17,430 +for example, if there is conflict between the + +167 +00:10:17,430 --> 00:10:21,550 +supplier and customer, he will show this situation + +168 +00:10:21,550 --> 00:10:27,290 +and build it from the first. Second one, attempt + +169 +00:10:27,290 --> 00:10:31,130 +to renew the relationship. This means to renew the + +170 +00:10:31,130 --> 00:10:32,550 +relationship from the first. + +171 +00:10:37,520 --> 00:10:41,300 +We would like to add something else to what Rina + +172 +00:10:41,300 --> 00:10:45,020 +said. This is something that is going to help you + +173 +00:10:45,020 --> 00:10:49,780 +to organize your audience about the development or + +174 +00:10:49,780 --> 00:10:52,420 +the developmental stages of this relationship. + +175 +00:10:52,600 --> 00:10:57,340 +Now, look at here. Let's add something simple. + +176 +00:10:57,600 --> 00:10:58,980 +Let's talk about the direction of the + +177 +00:10:58,980 --> 00:11:01,920 +relationship. The relationship, look, this is the + +178 +00:11:01,920 --> 00:11:05,200 +direction. It begins like this. Then it begins + +179 +00:11:05,200 --> 00:11:05,740 +like this. + +180 +00:11:08,960 --> 00:11:13,760 +Then it begins like this. Now listen, this is the + +181 +00:11:13,760 --> 00:11:18,020 +biggest now. The biggest relationship. Then it + +182 +00:11:18,020 --> 00:11:21,520 +will go down and die. Later on, it became like + +183 +00:11:21,520 --> 00:11:24,620 +this. Later on, we do not have bullets. This means + +184 +00:11:24,620 --> 00:11:29,370 +it is finished. It is done. So if you are going to + +185 +00:11:29,370 --> 00:11:31,910 +look about the awareness, it begins from one word, + +186 +00:11:31,990 --> 00:11:36,110 +which is know. I know something about the product. + +187 +00:11:36,710 --> 00:11:39,310 +So if you know, this means we are going to acquire + +188 +00:11:39,310 --> 00:11:43,570 +something called awareness. Later on, after this + +189 +00:11:43,570 --> 00:11:47,030 +awareness, if I like it, I will explore it. Yes? + +190 +00:11:47,690 --> 00:11:50,050 +If I didn't like it, I'm not going to go on or + +191 +00:11:50,050 --> 00:11:53,490 +proceed with the relationship. Later on, I'm going + +192 +00:11:53,490 --> 00:11:57,670 +to expand it. I would like to expand my knowledge + +193 +00:11:57,670 --> 00:12:02,390 +about it. Fourthly, I will be loyal or committed. + +194 +00:12:04,850 --> 00:12:09,890 +Or by the end, I might be over satisfied. If I'm + +195 +00:12:09,890 --> 00:12:12,790 +over satisfied, I'm going to look for something + +196 +00:12:12,790 --> 00:12:15,530 +new. Because of this, the relationship will be + +197 +00:12:15,530 --> 00:12:20,220 +deteriorated. So this is the simple five stages of + +198 +00:12:20,220 --> 00:12:22,580 +the relationship between the buyer and the seller. + +199 +00:12:23,060 --> 00:12:25,140 +If you are going to think of any good or service, + +200 +00:12:25,400 --> 00:12:28,880 +even your personal consumed life or style life, + +201 +00:12:29,200 --> 00:12:31,000 +you are going to find this technique or these + +202 +00:12:31,000 --> 00:12:34,240 +stages, they are applicable. They are applicable + +203 +00:12:34,240 --> 00:12:37,840 +in the same way. Any question, any comments about + +204 +00:12:37,840 --> 00:12:41,180 +this? Okay, thanks Rima. Now let's begin with the + +205 +00:12:41,180 --> 00:12:42,960 +second thing. With the second thing, we are going + +206 +00:12:42,960 --> 00:12:46,530 +to talk about something called business expansion + +207 +00:12:46,530 --> 00:12:52,230 +or business development plan in the business + +208 +00:12:52,230 --> 00:12:56,030 +expansion all the time remember the managers or + +209 +00:12:56,030 --> 00:12:57,690 +the senior management they are going to ask + +210 +00:12:57,690 --> 00:13:00,890 +themselves something called evaluation questions + +211 +00:13:00,890 --> 00:13:05,210 +these questions the answers for these questions + +212 +00:13:05,210 --> 00:13:09,250 +will help them or will enable them to extend or + +213 +00:13:09,250 --> 00:13:13,700 +expand or develop their sales organization Some of + +214 +00:13:13,700 --> 00:13:17,500 +the questions we call them existing use. Existing + +215 +00:13:17,500 --> 00:13:21,080 +use means we are trying to evaluate the present + +216 +00:13:21,080 --> 00:13:29,040 +situation. The present situation. What we have and + +217 +00:13:29,040 --> 00:13:33,640 +how we are performing right now or currently. So + +218 +00:13:33,640 --> 00:13:37,380 +these are some of the four questions through which + +219 +00:13:37,380 --> 00:13:39,900 +we can evaluate our current or present performance + +220 +00:13:39,900 --> 00:13:44,000 +as I said just. According to this business + +221 +00:13:44,000 --> 00:13:47,800 +situation, we are going to determine some of the + +222 +00:13:47,800 --> 00:13:51,520 +possible needs. When we are saying needs, this + +223 +00:13:51,520 --> 00:13:54,960 +means we are talking about read. Exactly, + +224 +00:13:55,120 --> 00:13:59,520 +problems. What are our possible problems, + +225 +00:13:59,880 --> 00:14:06,340 +challenges, difficulties, which we are suffering + +226 +00:14:06,340 --> 00:14:11,530 +from right now? How? By asking many questions, + +227 +00:14:11,670 --> 00:14:13,390 +some of them or some sample of the questions + +228 +00:14:13,390 --> 00:14:16,490 +regarding this stage, like this. Later on, + +229 +00:14:17,010 --> 00:14:19,210 +according to these challenges or problems or + +230 +00:14:19,210 --> 00:14:22,990 +difficulties, we are going to look for solutions. + +231 +00:14:24,870 --> 00:14:27,550 +Solutions of how to improve our own performance or + +232 +00:14:27,550 --> 00:14:31,890 +our sales agencies or sales companies. After we + +233 +00:14:31,890 --> 00:14:34,250 +are going to determine these solutions, we are + +234 +00:14:34,250 --> 00:14:39,210 +going to talk about possible new uses. So here we + +235 +00:14:39,210 --> 00:14:41,270 +were talking about existing use and now we are + +236 +00:14:41,270 --> 00:14:45,190 +talking about new use, which refers to future + +237 +00:14:45,190 --> 00:14:45,850 +performance. + +238 +00:14:48,550 --> 00:14:53,830 +Future performance. By the end, we are going to + +239 +00:14:53,830 --> 00:14:57,370 +talk about decision. Decision for what? For + +240 +00:14:57,370 --> 00:15:00,170 +implementing what we have studied and evaluated + +241 +00:15:00,170 --> 00:15:04,390 +and recommendations which we are about to take or + +242 +00:15:04,390 --> 00:15:06,990 +implement. Because of this, we are talking here + +243 +00:15:06,990 --> 00:15:12,330 +about decision criteria. So these are samples of + +244 +00:15:12,330 --> 00:15:15,570 +how businesses or sales organizations, they are + +245 +00:15:15,570 --> 00:15:18,110 +trying to expand their work or they are trying to + +246 +00:15:18,110 --> 00:15:20,870 +develop their own goods and services or their + +247 +00:15:20,870 --> 00:15:23,210 +activities or their businesses. These are + +248 +00:15:23,210 --> 00:15:28,490 +examples. Just skim and read them. Skim and read. + +249 +00:15:28,750 --> 00:15:34,840 +Now, let's go now to something else. We have a + +250 +00:15:34,840 --> 00:15:38,440 +theory for a theorist in management. His name is + +251 +00:15:38,440 --> 00:15:43,440 +Thomas. And Thomas, he's trying to provide us with + +252 +00:15:43,440 --> 00:15:49,200 +a diagram or with a conceptual framework. This + +253 +00:15:49,200 --> 00:15:53,080 +conceptual framework, it tries to provide us with + +254 +00:15:53,080 --> 00:15:57,920 +five approaches of how we can classify the + +255 +00:15:57,920 --> 00:16:01,570 +conflict issues. The conflict all the time, + +256 +00:16:01,690 --> 00:16:04,910 +remember, it is a critical word. If it is going to + +257 +00:16:04,910 --> 00:16:07,710 +swipe any business organization, this business + +258 +00:16:07,710 --> 00:16:12,350 +organization will be destroyed or it will commit a + +259 +00:16:12,350 --> 00:16:16,970 +suicide. So this Mr. Thomas, he is providing us + +260 +00:16:16,970 --> 00:16:20,610 +with five approaches about how can we analyze the + +261 +00:16:20,610 --> 00:16:24,190 +tasks which we are doing or implementing in our + +262 +00:16:24,190 --> 00:16:30,770 +work. This person is saying any task And let's + +263 +00:16:30,770 --> 00:16:35,810 +symbolize it by X. Any task which we are going to + +264 +00:16:35,810 --> 00:16:39,190 +do in our daily professional life, it can be + +265 +00:16:39,190 --> 00:16:42,450 +evaluated according to two dimensions. One of them + +266 +00:16:42,450 --> 00:16:45,370 +is called assertiveness, and the second one is + +267 +00:16:45,370 --> 00:16:49,290 +called cooperation. What's the meaning of + +268 +00:16:49,290 --> 00:16:52,350 +assertiveness? Assertiveness. What's the meaning + +269 +00:16:52,350 --> 00:16:55,990 +of it, Hanin? Hassle. Exactly. To be affirmative. + +270 +00:16:57,540 --> 00:17:00,540 +to be affirmative without any hesitation or to be + +271 +00:17:00,540 --> 00:17:03,400 +over serious or cooperation you know the meaning + +272 +00:17:03,400 --> 00:17:06,640 +now when we are talking about assertiveness and + +273 +00:17:06,640 --> 00:17:10,400 +cooperation remember we are launching here from + +274 +00:17:10,400 --> 00:17:15,220 +the zero point later on it might be five ten + +275 +00:17:15,220 --> 00:17:18,880 +fifteen and so on with the same thing here five + +276 +00:17:18,880 --> 00:17:26,060 +ten fifteen and so on Thomas is saying If the task + +277 +00:17:26,060 --> 00:17:29,340 +is going to be included here, this is the symbol + +278 +00:17:29,340 --> 00:17:33,140 +of the task. This means this task might be + +279 +00:17:33,140 --> 00:17:35,340 +evaluated according to these two dimensions. It + +280 +00:17:35,340 --> 00:17:39,540 +means the task here is classified to have a low + +281 +00:17:39,540 --> 00:17:42,260 +level of assertiveness and a low level of + +282 +00:17:42,260 --> 00:17:46,260 +cooperation. Then this task can be avoided. + +283 +00:17:48,100 --> 00:17:50,800 +Avoidance. It can be avoided. It can be + +284 +00:17:50,800 --> 00:17:53,940 +marginalized. It can be left for later stages. + +285 +00:17:54,040 --> 00:17:57,300 +Why? because it has a very low level of + +286 +00:17:57,300 --> 00:17:59,300 +assertiveness along with a low level of + +287 +00:17:59,300 --> 00:18:03,760 +cooperation. This cooperation is exerted by the + +288 +00:18:03,760 --> 00:18:09,860 +working team members inside the company. The + +289 +00:18:09,860 --> 00:18:13,460 +opposite situation for this task is the task can + +290 +00:18:13,460 --> 00:18:17,660 +be hacked. If the task is going to be listed over + +291 +00:18:17,660 --> 00:18:20,680 +there, this means we are talking about a task + +292 +00:18:20,680 --> 00:18:22,760 +which is having two characteristics. Number one, + +293 +00:18:23,100 --> 00:18:25,900 +it has a very high level of assertiveness or a + +294 +00:18:25,900 --> 00:18:30,060 +very high level of cooperation. This high level of + +295 +00:18:30,060 --> 00:18:31,900 +cooperation or this high level of assertiveness, + +296 +00:18:32,460 --> 00:18:36,540 +sometimes it might lead to a confrontation. This + +297 +00:18:36,540 --> 00:18:39,320 +confrontation is considered to be the strongest + +298 +00:18:39,320 --> 00:18:42,300 +expression of the word conflict. + +299 +00:18:43,910 --> 00:18:46,790 +Somebody might say, but if there is a high level + +300 +00:18:46,790 --> 00:18:49,690 +of cooperation, this means confrontation can be + +301 +00:18:49,690 --> 00:18:54,610 +overcome. Not always. The stronger level of + +302 +00:18:54,610 --> 00:18:59,830 +cooperation might lead to a stronger intensity of + +303 +00:18:59,830 --> 00:19:04,470 +interaction. This interaction might breed stress + +304 +00:19:04,470 --> 00:19:08,630 +and pressure. The stress and the pressure might be + +305 +00:19:08,630 --> 00:19:11,350 +the flame of confrontation. + +306 +00:19:14,160 --> 00:19:17,340 +Later on, if the situation is going to be listed + +307 +00:19:17,340 --> 00:19:20,260 +here, also the final result is going to be + +308 +00:19:20,260 --> 00:19:23,940 +confrontation according to Thomas. Thomas is + +309 +00:19:23,940 --> 00:19:27,920 +saying if the task is having a high level of + +310 +00:19:27,920 --> 00:19:30,240 +assertiveness along with a low level of + +311 +00:19:30,240 --> 00:19:32,260 +cooperation, also the result is going to be + +312 +00:19:32,260 --> 00:19:35,580 +confrontation. So according to Thomas, we can + +313 +00:19:35,580 --> 00:19:39,460 +conclude this simple conclusion which is Any task + +314 +00:19:39,460 --> 00:19:42,220 +which is having a high level of assertiveness, the + +315 +00:19:42,220 --> 00:19:44,380 +outcome is going to be confrontation. + +316 +00:19:47,000 --> 00:19:50,060 +If it has a high level of assertiveness. + +317 +00:19:51,660 --> 00:19:55,440 +Later on, Thomas is saying sometimes the task can + +318 +00:19:55,440 --> 00:19:58,220 +be accommodated. What's the meaning of + +319 +00:19:58,220 --> 00:20:02,520 +accommodated? Exactly, contained. So because of + +320 +00:20:02,520 --> 00:20:05,340 +this, if the task is going to be hard, this means + +321 +00:20:05,340 --> 00:20:08,180 +the task is having a very high level of + +322 +00:20:08,180 --> 00:20:11,920 +cooperation but a very low level of assertiveness. + +323 +00:20:13,240 --> 00:20:16,560 +So if its assertiveness is low or down, this means + +324 +00:20:16,560 --> 00:20:19,820 +we are going to be away from confrontation. And + +325 +00:20:19,820 --> 00:20:22,660 +the final result is going to be that the task can + +326 +00:20:22,660 --> 00:20:26,380 +be accommodated or contained by the management of + +327 +00:20:26,380 --> 00:20:30,440 +the business organization. Thomas is saying the + +328 +00:20:30,440 --> 00:20:33,800 +final and the idealistic situation for + +329 +00:20:33,800 --> 00:20:37,060 +accomplishing any task is the compromise. + +330 +00:20:38,640 --> 00:20:41,560 +Compromise means settlement. Settlement means + +331 +00:20:41,560 --> 00:20:46,680 +taswiya. We can resolve any task, we can implement + +332 +00:20:46,680 --> 00:20:51,060 +and execute it if it is having a humble level of + +333 +00:20:51,060 --> 00:20:54,540 +assertiveness or if it is having a humble level of + +334 +00:20:54,540 --> 00:20:59,860 +cooperation. If everything is having a medium + +335 +00:20:59,860 --> 00:21:01,920 +level of assertiveness along with a medium level + +336 +00:21:01,920 --> 00:21:05,820 +of cooperation, this means the task can be + +337 +00:21:05,820 --> 00:21:09,520 +compromised. Everybody can be welcomed and + +338 +00:21:09,520 --> 00:21:12,740 +participate and involved in finalizing this task + +339 +00:21:12,740 --> 00:21:16,900 +in a very satisfying way, in a very fruitful way. + +340 +00:21:18,040 --> 00:21:20,020 +Are we going to talk about confrontation? Are we + +341 +00:21:20,020 --> 00:21:24,230 +going to talk about stress? No. So, Thomas is + +342 +00:21:24,230 --> 00:21:27,410 +urging us, he is advising us, all the time + +343 +00:21:27,410 --> 00:21:31,210 +classify your tasks according to this middle area, + +344 +00:21:32,010 --> 00:21:34,850 +in which we are going to have a medium level of + +345 +00:21:34,850 --> 00:21:37,410 +assertiveness along with a medium level of + +346 +00:21:37,410 --> 00:21:38,330 +cooperation. + +347 +00:21:40,490 --> 00:21:43,750 +But remember, do your best to be away from + +348 +00:21:43,750 --> 00:21:47,450 +assertiveness, because assertiveness is considered + +349 +00:21:47,450 --> 00:21:49,450 +to be the critical factor for creating + +350 +00:21:49,450 --> 00:21:50,750 +confrontation. + +351 +00:21:52,910 --> 00:21:56,530 +To be over assertive, this means to create a + +352 +00:21:56,530 --> 00:22:00,370 +stronger probability of stress and pressure. Both + +353 +00:22:00,370 --> 00:22:03,350 +of them are the flames of confrontation. + +354 +00:22:04,950 --> 00:22:08,330 +Any questions, any comments about this? Any + +355 +00:22:08,330 --> 00:22:12,210 +questions, any comments? Now, let's go to another + +356 +00:22:12,210 --> 00:22:16,970 +thing. This thing is reminding us with the final + +357 +00:22:16,970 --> 00:22:22,060 +stage. Final stage of what? The developmental or + +358 +00:22:22,060 --> 00:22:24,040 +the stages of the relationship between the buyer + +359 +00:22:24,040 --> 00:22:29,580 +and the seller. Look at here. Before a while we + +360 +00:22:29,580 --> 00:22:32,260 +drew the direction of the relationship and we said + +361 +00:22:32,260 --> 00:22:34,620 +the relationship between the buyer and the seller + +362 +00:22:34,620 --> 00:22:38,400 +and later on we do not have anything. This means + +363 +00:22:38,400 --> 00:22:41,440 +the death of the relationship. Now we would like + +364 +00:22:41,440 --> 00:22:44,640 +to ask why we are going to have this result? The + +365 +00:22:44,640 --> 00:22:48,290 +result of killing the relationship between the + +366 +00:22:48,290 --> 00:22:54,390 +seller and buyer for five major reasons. Reason + +367 +00:22:54,390 --> 00:22:57,410 +number one, somebody is going to say we are + +368 +00:22:57,410 --> 00:23:00,630 +missing information. In other words, the sales + +369 +00:23:00,630 --> 00:23:04,430 +business or the sales agency, they might not have + +370 +00:23:04,430 --> 00:23:07,230 +updated their information or data about the actual + +371 +00:23:07,230 --> 00:23:10,660 +needs of the customer. So if they are missing this + +372 +00:23:10,660 --> 00:23:13,900 +information, this means they cannot serve them. Or + +373 +00:23:13,900 --> 00:23:16,160 +if they cannot serve them, this is going to be one + +374 +00:23:16,160 --> 00:23:18,700 +of the factors which will weaken the relationship. + +375 +00:23:20,720 --> 00:23:25,660 +Number two, uncertainty about information. In + +376 +00:23:25,660 --> 00:23:30,800 +other words, our sales agency is guessing what are + +377 +00:23:30,800 --> 00:23:33,640 +the required demands or needs or wants of our own + +378 +00:23:33,640 --> 00:23:36,490 +customers or accounts. So if they are guessing, + +379 +00:23:36,950 --> 00:23:41,410 +this means their information is not certain, not + +380 +00:23:41,410 --> 00:23:45,950 +affirmative. So here we are going to work and sell + +381 +00:23:45,950 --> 00:23:49,190 +our products or offer our products according to + +382 +00:23:49,190 --> 00:23:52,870 +the trial and error issue. Trial and error. + +383 +00:23:56,130 --> 00:23:59,450 +Is this a good work for leading a business? Of + +384 +00:23:59,450 --> 00:24:03,220 +course not. The third factor which might + +385 +00:24:03,220 --> 00:24:05,740 +contribute to weakening this relationship is + +386 +00:24:05,740 --> 00:24:10,980 +uncontacted buying influence. Let's stop here and + +387 +00:24:10,980 --> 00:24:13,820 +let's talk about the buying influence. We talked + +388 +00:24:13,820 --> 00:24:15,980 +about them last time. We would like somebody to + +389 +00:24:15,980 --> 00:24:17,480 +remind us with them. + +390 +00:24:35,300 --> 00:24:40,420 +If your sales agency isn't going to contact + +391 +00:24:42,550 --> 00:24:44,930 +persons who are going to have economic buying + +392 +00:24:44,930 --> 00:24:48,650 +influence, or user buying influence, or persons + +393 +00:24:48,650 --> 00:24:51,350 +who are having technical buying influence, or + +394 +00:24:51,350 --> 00:24:53,730 +advocates. This means we are not going to have a + +395 +00:24:53,730 --> 00:24:55,850 +relationship with what? With our account or + +396 +00:24:55,850 --> 00:24:59,290 +customer. So is this going to contribute in + +397 +00:24:59,290 --> 00:25:01,770 +weakening the relationship with the buyer? Of + +398 +00:25:01,770 --> 00:25:06,730 +course. Number four, customer personnel are new to + +399 +00:25:06,730 --> 00:25:10,560 +the job. This is something very essential. If you + +400 +00:25:10,560 --> 00:25:13,720 +are going to hire a man for example and fatten to + +401 +00:25:13,720 --> 00:25:18,200 +be our customer personnel, both of them they do + +402 +00:25:18,200 --> 00:25:20,900 +not have enough experience. This means they are + +403 +00:25:20,900 --> 00:25:23,800 +going to require what? More time to understand our + +404 +00:25:23,800 --> 00:25:27,880 +target group and our target customers. Who are + +405 +00:25:27,880 --> 00:25:30,620 +they? How they are thinking? How can we approach + +406 +00:25:30,620 --> 00:25:33,940 +them? Is this going to contribute in weakening the + +407 +00:25:33,940 --> 00:25:37,750 +relationship? Yes. The final reason is + +408 +00:25:37,750 --> 00:25:40,790 +reorganization. A man for example, she worked with + +409 +00:25:40,790 --> 00:25:44,630 +us for about 10 or 7 years. Me as a senior + +410 +00:25:44,630 --> 00:25:48,370 +manager, I decided to promote her. Then I'm going + +411 +00:25:48,370 --> 00:25:50,130 +to tell her, we are going to provide you with a + +412 +00:25:50,130 --> 00:25:53,810 +new job. We will substitute her. The new + +413 +00:25:53,810 --> 00:25:57,730 +substitute, the new sales manager, isn't going to + +414 +00:25:57,730 --> 00:26:01,370 +have the same experience of a man. So this new + +415 +00:26:01,370 --> 00:26:04,470 +manager is going to need what? more time, more + +416 +00:26:04,470 --> 00:26:07,050 +training, more knowledge to gain the same + +417 +00:26:07,050 --> 00:26:10,510 +experience which a man got throughout the last 10 + +418 +00:26:10,510 --> 00:26:13,090 +years. Is this going to weaken the relationship + +419 +00:26:13,090 --> 00:26:17,210 +with the buyer? Of course. So these are briefly + +420 +00:26:17,210 --> 00:26:21,270 +the five reasons behind the weak relationship + +421 +00:26:21,270 --> 00:26:26,070 +which might pass away between the seller and the + +422 +00:26:26,070 --> 00:26:30,330 +buyer. Any questions, any comments? Final question + +423 +00:26:30,330 --> 00:26:32,790 +before we are going to conclude this part. Do you + +424 +00:26:32,790 --> 00:26:35,070 +think any sales agency or business agency can + +425 +00:26:35,070 --> 00:26:37,870 +overcome all these obstacles or difficulties? Not + +426 +00:26:37,870 --> 00:26:45,390 +always. Why? For example, take this reason. Do you + +427 +00:26:45,390 --> 00:26:47,090 +think organizations are going to be in the same + +428 +00:26:47,090 --> 00:26:49,770 +organization as it is, in the same hierarchy as it + +429 +00:26:49,770 --> 00:26:53,070 +is? Of course not. Sooner or later, the + +430 +00:26:53,070 --> 00:26:56,630 +organization is going to reorganize itself. Is + +431 +00:26:56,630 --> 00:27:00,250 +there an alternative for this? We do not. Look at + +432 +00:27:00,250 --> 00:27:02,790 +this reason. Customer personnel need a job. Don't + +433 +00:27:02,790 --> 00:27:05,130 +you think you are going to need a new personnel, a + +434 +00:27:05,130 --> 00:27:09,390 +new employees? Of course. So can we avoid this + +435 +00:27:09,390 --> 00:27:13,890 +thing? We cannot. Because of this, we said this is + +436 +00:27:13,890 --> 00:27:16,610 +the fate of the relationship between the customer + +437 +00:27:16,610 --> 00:27:22,450 +and the buyer. it will begin in a very limited way + +438 +00:27:22,450 --> 00:27:25,250 +and later on it is going to be the strongest and + +439 +00:27:25,250 --> 00:27:26,990 +later on we are going to have the commitment but + +440 +00:27:26,990 --> 00:27:33,390 +by the end it will pass away or die okay let's go + +441 +00:27:33,390 --> 00:27:36,850 +any question about this any question now let's go + +442 +00:27:36,850 --> 00:27:42,790 +about this case study who preferred it at home who + +443 +00:27:42,790 --> 00:27:44,790 +preferred it nobody + +444 +00:27:47,350 --> 00:27:50,390 +Okay, two minutes and after that I'm going to ask + +445 +00:27:50,390 --> 00:27:53,690 +somebody to summarize this case study for us. It + +446 +00:27:53,690 --> 00:28:00,010 +talks about what? Go on, read, two minutes. What + +447 +00:28:00,010 --> 00:28:04,550 +is it? So it talks about what? What is the story? + +448 +00:28:08,870 --> 00:28:12,670 +Okay, give us a full story about what is going on. + +449 +00:28:12,990 --> 00:28:16,210 +What happened? What happened? + +450 +00:28:19,460 --> 00:28:21,380 +This is giving me an impression that you are not + +451 +00:28:21,380 --> 00:28:25,840 +preparing at home. This is pushing me to change my + +452 +00:28:25,840 --> 00:28:26,240 +technique. + +453 +00:28:32,680 --> 00:28:36,500 +Also, this is motivating me to give you an + +454 +00:28:36,500 --> 00:28:41,500 +assignment now. Let's begin. This is a reasonable + +455 +00:28:41,500 --> 00:28:46,740 +salesperson. This case study talks about an + +456 +00:28:46,740 --> 00:28:52,970 +account. This account is Ford Camp Construction + +457 +00:28:52,970 --> 00:28:57,510 +Company. The Ford Camp Construction Company has a + +458 +00:28:57,510 --> 00:29:01,530 +business. While they were executing this business, + +459 +00:29:01,930 --> 00:29:05,310 +suddenly some of their equipments got out of + +460 +00:29:05,310 --> 00:29:09,610 +order. Because these equipments got out of order, + +461 +00:29:10,310 --> 00:29:13,950 +they are not now able to finalize the due work and + +462 +00:29:13,950 --> 00:29:18,640 +the due deadline. So they began screaming, and + +463 +00:29:18,640 --> 00:29:22,660 +they contacted another business company led by a + +464 +00:29:22,660 --> 00:29:25,920 +salesperson whose name is Rogers. Rogers is + +465 +00:29:25,920 --> 00:29:28,740 +working in another company which is called Akom + +466 +00:29:28,740 --> 00:29:34,280 +Supply. They asked or they urged Rogers to provide + +467 +00:29:34,280 --> 00:29:36,860 +them with an alternative for their health + +468 +00:29:36,860 --> 00:29:42,110 +equipment. They told him, we are working under + +469 +00:29:42,110 --> 00:29:45,730 +pressure of time. We hope you are going to help us + +470 +00:29:45,730 --> 00:29:48,650 +to finalize our work according to our signed + +471 +00:29:48,650 --> 00:29:53,650 +contract as soon as possible. Roger, who is + +472 +00:29:53,650 --> 00:29:57,670 +working in the Akam supply said, that's fine, I'm + +473 +00:29:57,670 --> 00:30:00,430 +going to help and assist you as much as I can. + +474 +00:30:01,370 --> 00:30:04,530 +Therefore, I'm going to ship. the required + +475 +00:30:04,530 --> 00:30:08,470 +alternative health equipments to you with the + +476 +00:30:08,470 --> 00:30:10,630 +shipping is going to be on the account of my + +477 +00:30:10,630 --> 00:30:13,510 +business company. The shipment is going to be on + +478 +00:30:13,510 --> 00:30:17,390 +the account of my sales agency, which is Akam + +479 +00:30:17,390 --> 00:30:21,770 +Supply. This, by the end, led to something very + +480 +00:30:21,770 --> 00:30:24,990 +important. Instead of achieving a marginality of + +481 +00:30:24,990 --> 00:30:30,070 +profit of about 20%, they achieved what? Only 10%. + +482 +00:30:30,070 --> 00:30:38,760 +Who got agitated? the supervisor of Rogers. He + +483 +00:30:38,760 --> 00:30:42,280 +began complaining and asking him. We asked him + +484 +00:30:42,280 --> 00:30:45,820 +this question, I would like somebody to read this + +485 +00:30:45,820 --> 00:30:48,780 +text and later on we will comment on it. Go on, I + +486 +00:30:48,780 --> 00:30:53,320 +would like to read it. When? Go on, Iman. Because + +487 +00:30:53,320 --> 00:30:53,940 +they lost? + +488 +00:30:59,280 --> 00:31:04,300 +10%? What they got? Only they got another 10%. But + +489 +00:31:04,300 --> 00:31:07,760 +the original margin of profitability which the + +490 +00:31:07,760 --> 00:31:11,540 +supervisor was looking for was 20%. Go on, Iman, + +491 +00:31:11,600 --> 00:31:17,440 +what did he say? Or how did he respond? This is a + +492 +00:31:17,440 --> 00:31:20,220 +quote. This means these are the words and the + +493 +00:31:20,220 --> 00:31:26,110 +sentences which are used by Rogers. Okay, go on. I + +494 +00:31:26,110 --> 00:31:29,670 +was there when they needed help. The deal was + +495 +00:31:29,670 --> 00:31:35,630 +struck quickly and they would remember and thank + +496 +00:31:35,630 --> 00:31:39,870 +me later with the new business. I think the + +497 +00:31:39,870 --> 00:31:43,810 +concession will justify. The first question for + +498 +00:31:43,810 --> 00:31:47,410 +you is definitely one. Do you think the response + +499 +00:31:47,410 --> 00:31:51,130 +of Roger or the behavior of Roger in this sales + +500 +00:31:51,130 --> 00:31:59,170 +situation justified, yes, no and why? Is the + +501 +00:31:59,170 --> 00:32:02,210 +behavior of Roger in handling this situation + +502 +00:32:02,210 --> 00:32:07,250 +justified, yes, no, why? Go on. I think it's + +503 +00:32:07,250 --> 00:32:10,790 +convenient to the… So it's justified, why? + +504 +00:32:11,290 --> 00:32:17,630 +Justified because they will get benefit from it by + +505 +00:32:17,630 --> 00:32:20,670 +the sustainable relationship with this customer + +506 +00:32:20,670 --> 00:32:25,860 +for them. Okay, who agrees with her? You agree? + +507 +00:32:26,820 --> 00:32:27,540 +Who do not agree? + +508 +00:32:32,860 --> 00:32:37,860 +In a very intelligent way? In a very good way? In + +509 +00:32:37,860 --> 00:32:40,120 +a professional way? So you are supporting his + +510 +00:32:40,120 --> 00:32:40,500 +decision? + +511 +00:32:44,180 --> 00:32:49,520 +No, he didn't lose. He only won 10%. But did he + +512 +00:32:49,520 --> 00:32:50,460 +lose? No. + +513 +00:32:54,000 --> 00:32:58,580 +So his behavior is justified or logical. If you + +514 +00:32:58,580 --> 00:33:03,100 +were in his situation, you should do the same. Now + +515 +00:33:03,100 --> 00:33:06,400 +the second question, which is an assignment, you + +516 +00:33:06,400 --> 00:33:09,680 +must provide it with me next time in a very + +517 +00:33:09,680 --> 00:33:13,120 +blended way along with your name. What is the + +518 +00:33:13,120 --> 00:33:25,540 +type? What is the type? What is the type? of the + +519 +00:33:25,540 --> 00:33:32,800 +sales relationship which + +520 +00:33:32,800 --> 00:33:38,600 +Rogers adopted. + +521 +00:33:42,420 --> 00:33:48,720 +Or give reasons from + +522 +00:33:48,720 --> 00:33:50,800 +the case study. + +523 +00:33:54,770 --> 00:34:04,410 +to support your answer support + +524 +00:34:04,410 --> 00:34:09,290 +your answer so once again let's summarize our + +525 +00:34:09,290 --> 00:34:12,250 +assignment what is the type of the sales + +526 +00:34:12,250 --> 00:34:14,430 +relationship which rosers adopted in this + +527 +00:34:14,430 --> 00:34:18,330 +situation you are going to tell me this is the + +528 +00:34:18,330 --> 00:34:21,130 +type of the sales relationship this is reminding + +529 +00:34:21,130 --> 00:34:25,730 +us with what we studied in chapter number one or + +530 +00:34:25,730 --> 00:34:29,470 +two, also we talked about two. But here we would + +531 +00:34:29,470 --> 00:34:31,130 +like to give reasons, we would like to give + +532 +00:34:31,130 --> 00:34:35,370 +indications for why this or from the case study + +533 +00:34:35,370 --> 00:34:39,550 +that supporting your answer, this incidence or + +534 +00:34:39,550 --> 00:34:42,150 +this behavior or this attitude which was taken by + +535 +00:34:42,150 --> 00:34:48,550 +Roger is apart from X sales relationship. Any + +536 +00:34:48,550 --> 00:34:51,010 +question about the assignment? Any question about + +537 +00:34:51,010 --> 00:34:53,570 +the assignment? Thank you very much, see you next + +538 +00:34:53,570 --> 00:34:53,810 +time. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..9ba33c1e675d28ae3481acaa858ba47978f10892 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_postprocess.srt @@ -0,0 +1,2240 @@ +1 +00:00:20,970 --> 00:00:22,830 +Inshallah today we are going to talk about the + +2 +00:00:22,830 --> 00:00:26,650 +second phase which we called or named before as + +3 +00:00:26,650 --> 00:00:31,210 +interaction. So the interaction phase all the time + +4 +00:00:31,210 --> 00:00:34,230 +we are referring to this phase as all the issues + +5 +00:00:34,230 --> 00:00:37,590 +and the actions which will take place during face + +6 +00:00:37,590 --> 00:00:42,370 +-to-face meeting with the customer. So in the + +7 +00:00:42,370 --> 00:00:45,590 +interaction we are referring to a stage in which + +8 +00:00:45,590 --> 00:00:52,290 +all the various actions or occurrences or deeds or + +9 +00:00:52,290 --> 00:00:55,250 +sayings that might happen between the customer and + +10 +00:00:55,250 --> 00:01:01,310 +the prospect during face-to-face meeting. Now if + +11 +00:01:01,310 --> 00:01:03,150 +you are going to talk about the skills which + +12 +00:01:03,150 --> 00:01:04,830 +should be available in the character of the + +13 +00:01:04,830 --> 00:01:08,970 +salesperson they are five beginning from something + +14 +00:01:08,970 --> 00:01:14,110 +called relating skill number two discovering third + +15 +00:01:14,110 --> 00:01:16,790 +advocating and later on we are talking about + +16 +00:01:16,790 --> 00:01:19,510 +gaining access and we are talking about closing + +17 +00:01:19,510 --> 00:01:24,390 +which is finalizing a sales transaction somebody + +18 +00:01:24,390 --> 00:01:26,550 +is going to say what is the meaning of gaining + +19 +00:01:26,550 --> 00:01:30,430 +access gaining access means the ability of the + +20 +00:01:30,430 --> 00:01:34,890 +salesperson to reach at the office of the + +21 +00:01:34,890 --> 00:01:39,420 +purchasing officer or the purchasing persons who + +22 +00:01:39,420 --> 00:01:44,660 +are having the purchasing authority all the time + +23 +00:01:44,660 --> 00:01:49,720 +remember if we are going to talk about a customer + +24 +00:01:49,720 --> 00:01:55,200 +who is an organization in this organization we + +25 +00:01:55,200 --> 00:01:57,640 +will talk about the key personnel who are having + +26 +00:01:57,640 --> 00:02:01,160 +the biggest influence of the purchasing decision + +27 +00:02:02,750 --> 00:02:06,110 +these or those key personnel they are very busy + +28 +00:02:06,110 --> 00:02:11,570 +personnel so it isn't easy to have spare or enough + +29 +00:02:11,570 --> 00:02:16,010 +time to meet with them so what we are going to do + +30 +00:02:16,010 --> 00:02:19,990 +the salesperson might ask the receptionist or the + +31 +00:02:19,990 --> 00:02:23,490 +secretariat or the secretariat to take a + +32 +00:02:23,490 --> 00:02:25,950 +permission so that they can communicate and meet + +33 +00:02:25,950 --> 00:02:33,250 +with these key personnel but generally the request + +34 +00:02:33,250 --> 00:02:38,350 +of the salesperson will be declined. Why? On the + +35 +00:02:38,350 --> 00:02:42,310 +base or on the background that these people are + +36 +00:02:42,310 --> 00:02:46,290 +very busy people. So what we are going to do if + +37 +00:02:46,290 --> 00:02:48,890 +you are not going to gain access to these key + +38 +00:02:48,890 --> 00:02:51,390 +personnel in the organization, what is going to + +39 +00:02:51,390 --> 00:02:53,550 +happen is one thing, which is we will sell + +40 +00:02:53,550 --> 00:02:58,190 +nothing. We will sell nothing. Why? Because we + +41 +00:02:58,190 --> 00:03:02,970 +didn't meet with our prospects. So what should we + +42 +00:03:02,970 --> 00:03:07,790 +do? We should use a very soft, intelligent and + +43 +00:03:07,790 --> 00:03:11,670 +smart language by which we can convince the + +44 +00:03:11,670 --> 00:03:15,190 +secretariat or the receptionist to give us a + +45 +00:03:15,190 --> 00:03:18,190 +chance or to linkage us with these key personnel. + +46 +00:03:19,450 --> 00:03:23,030 +If you are not going to do that, this means your + +47 +00:03:23,030 --> 00:03:26,250 +process of sales will be a failure and it will not + +48 +00:03:26,250 --> 00:03:30,160 +be completed. Therefore, gaining access is a + +49 +00:03:30,160 --> 00:03:33,840 +skill, a skill which is requiring soft language, + +50 +00:03:34,940 --> 00:03:38,820 +smart vocabulary, and ability to convince the + +51 +00:03:38,820 --> 00:03:45,140 +secretariat or the receptionist to link you with + +52 +00:03:45,140 --> 00:03:50,500 +the key personnel inside this organization. The + +53 +00:03:50,500 --> 00:03:53,140 +final skill is closing. Closing is a necessary + +54 +00:03:53,140 --> 00:03:56,100 +step in the selling situation but it is most + +55 +00:03:56,100 --> 00:03:58,760 +problematic during transactional type customer + +56 +00:03:58,760 --> 00:04:03,260 +relationship. With closing we defined it before + +57 +00:04:03,260 --> 00:04:06,620 +and we said when we are referring to closing we + +58 +00:04:06,620 --> 00:04:08,800 +are referring to the ability of the salesperson to + +59 +00:04:08,800 --> 00:04:13,060 +finalize the sales transaction according to vivid + +60 +00:04:13,060 --> 00:04:18,970 +and clear instructions and terms and terms. Is + +61 +00:04:18,970 --> 00:04:22,630 +this a skill? It is a skill. Why? Because we would + +62 +00:04:22,630 --> 00:04:25,150 +like to anticipate an agreement and we do not want + +63 +00:04:25,150 --> 00:04:28,830 +to be surprised by any conflict or anything which + +64 +00:04:28,830 --> 00:04:32,590 +isn't calculated. Therefore everything must be + +65 +00:04:32,590 --> 00:04:35,670 +planned, everything must be agreed on in advance + +66 +00:04:35,670 --> 00:04:40,730 +without any surprises. Now, what we would like to + +67 +00:04:40,730 --> 00:04:46,920 +talk about today is the four approaches. or the + +68 +00:04:46,920 --> 00:04:51,200 +four methods or the four strategies by which we + +69 +00:04:51,200 --> 00:04:55,740 +can meet with our prospect or contact with our + +70 +00:04:55,740 --> 00:04:59,840 +prospect. To contact our prospect, we are talking + +71 +00:04:59,840 --> 00:05:02,740 +about four philosophies or four strategies. Let's + +72 +00:05:02,740 --> 00:05:05,700 +begin with the first one. The first one, we called + +73 +00:05:05,700 --> 00:05:10,760 +it the direct personal contact or face to face. If + +74 +00:05:10,760 --> 00:05:13,420 +you use the word face to face, it has the same + +75 +00:05:13,420 --> 00:05:17,240 +meaning with direct personal or personal contact. + +76 +00:05:18,080 --> 00:05:21,080 +A direct personal contact is considered to be one + +77 +00:05:21,080 --> 00:05:23,320 +of the most difficult approaches or methods + +78 +00:05:23,320 --> 00:05:27,020 +through which we can contact with the customer. So + +79 +00:05:27,020 --> 00:05:30,700 +it is one of the most difficult one. Why? Because + +80 +00:05:30,700 --> 00:05:33,900 +this approach is very demanding. Demanding of + +81 +00:05:33,900 --> 00:05:38,160 +what? demanding of time and effort so that we are + +82 +00:05:38,160 --> 00:05:42,180 +going to succeed in conducting a meeting with our + +83 +00:05:42,180 --> 00:05:47,600 +prospect. Now, the most difficult approach without + +84 +00:05:47,600 --> 00:05:49,640 +prior attempt to communicate with the prospect. + +85 +00:05:50,460 --> 00:05:54,360 +This approach is likely to create problems. But + +86 +00:05:54,360 --> 00:05:57,140 +why it is going to create problems? Imagine this + +87 +00:05:57,140 --> 00:06:00,900 +situation. Imagine Hanin is one of our targeted + +88 +00:06:00,900 --> 00:06:04,570 +prospects. She is working in a company. I am a + +89 +00:06:04,570 --> 00:06:07,610 +salesperson who went to this company without an + +90 +00:06:07,610 --> 00:06:10,370 +advance appointment, so that I would like to + +91 +00:06:10,370 --> 00:06:14,070 +communicate or contact with her face to face. When + +92 +00:06:14,070 --> 00:06:16,490 +I asked the receptionist or her secretary, I would + +93 +00:06:16,490 --> 00:06:19,870 +like to meet Ms. Hanin, the secretary told me she + +94 +00:06:19,870 --> 00:06:25,390 +is busy, even though she might not busy, or she + +95 +00:06:25,390 --> 00:06:28,410 +might say she has a meeting, even though she + +96 +00:06:28,410 --> 00:06:32,080 +doesn't have a real meeting. Why? Because you + +97 +00:06:32,080 --> 00:06:35,760 +didn't take an advance appointment with her. So if + +98 +00:06:35,760 --> 00:06:37,700 +you are not going to take an appointment with her, + +99 +00:06:38,020 --> 00:06:40,340 +is this going to create a problem for us? Of + +100 +00:06:40,340 --> 00:06:44,500 +course. So all the time we should have what? An + +101 +00:06:44,500 --> 00:06:50,220 +advance appointment. Well listen, even if you are + +102 +00:06:50,220 --> 00:06:53,760 +not going to take an appointment with her, your + +103 +00:06:53,760 --> 00:06:56,910 +company and you, you are going to lose. Simply + +104 +00:06:56,910 --> 00:07:00,510 +why? The receptionist might ask you kindly and + +105 +00:07:00,510 --> 00:07:05,330 +respectfully, please wait here. This waiting might + +106 +00:07:05,330 --> 00:07:10,910 +be in hours. Hours means our company is paying for + +107 +00:07:10,910 --> 00:07:13,770 +the salesperson in vain, without any kind of + +108 +00:07:13,770 --> 00:07:17,510 +productivity. The salesperson is sitting with + +109 +00:07:17,510 --> 00:07:20,290 +crossed legs, waiting for the permission to meet + +110 +00:07:20,290 --> 00:07:24,060 +with the prospect or the client. Is he or she + +111 +00:07:24,060 --> 00:07:27,320 +doing something beneficiary for the company? I + +112 +00:07:27,320 --> 00:07:30,640 +mean the sales company? No. We are still waiting + +113 +00:07:30,640 --> 00:07:33,160 +till we are going to have the chance to meet or + +114 +00:07:33,160 --> 00:07:37,200 +contact with the customer. So here we are talking + +115 +00:07:37,200 --> 00:07:42,000 +about useless time which is paid. Useless time + +116 +00:07:42,000 --> 00:07:48,500 +which is paid. Paid by which? By the company. By + +117 +00:07:48,500 --> 00:07:52,290 +the sales company. this is one thing another thing + +118 +00:07:52,290 --> 00:07:57,430 +remember each sales company has a product or has + +119 +00:07:57,430 --> 00:08:01,610 +products or services if the product is dealing or + +120 +00:08:01,610 --> 00:08:05,470 +selling if the company is selling products each + +121 +00:08:05,470 --> 00:08:08,450 +product has its own something called life cycle + +122 +00:08:08,450 --> 00:08:13,170 +every single hour which is going to pass without + +123 +00:08:13,170 --> 00:08:16,910 +selling this product this means we are shortening + +124 +00:08:16,910 --> 00:08:20,600 +the life cycle of the product till we are going to + +125 +00:08:20,600 --> 00:08:25,560 +reach something called expiration date. So if the + +126 +00:08:25,560 --> 00:08:27,680 +product is going to reach at that time which is + +127 +00:08:27,680 --> 00:08:32,220 +called expiration date this means our sales + +128 +00:08:32,220 --> 00:08:38,840 +company must throw away these expired products. To + +129 +00:08:38,840 --> 00:08:41,160 +throw away these expired products this means we + +130 +00:08:41,160 --> 00:08:45,790 +are losing money. So we are losing in the first + +131 +00:08:45,790 --> 00:08:48,330 +scenario and also we are losing in the second + +132 +00:08:48,330 --> 00:08:52,810 +scenario. So what is our God rule? Sales persons + +133 +00:08:52,810 --> 00:08:55,730 +along with their own sales organization must never + +134 +00:08:55,730 --> 00:09:01,050 +waste any single second or minute. Everything + +135 +00:09:01,050 --> 00:09:06,770 +counts. Every minute counts. So we must seize the + +136 +00:09:06,770 --> 00:09:12,140 +time to the optimal level. Clear? Any questions, + +137 +00:09:12,280 --> 00:09:15,140 +any comments about this? Okay, are we talking + +138 +00:09:15,140 --> 00:09:18,020 +about one approach or philosophy to contact with + +139 +00:09:18,020 --> 00:09:21,200 +our customer? The answer is no. So let's contact + +140 +00:09:21,200 --> 00:09:24,000 +and talk about the second approach. The second + +141 +00:09:24,000 --> 00:09:27,840 +approach we called it phoning ahead. Phoning ahead + +142 +00:09:27,840 --> 00:09:30,720 +means we are going to pick up our cell phone or + +143 +00:09:30,720 --> 00:09:33,480 +telephones and we are going to contact and + +144 +00:09:33,480 --> 00:09:37,700 +communicate with our own prospects. we are going + +145 +00:09:37,700 --> 00:09:41,560 +to contact them simply because we would like first + +146 +00:09:41,560 --> 00:09:46,480 +talaq introduce ourselves second introduce our + +147 +00:09:46,480 --> 00:09:51,600 +product third introduce our company fourth take an + +148 +00:09:51,600 --> 00:09:56,940 +appointment so phoning ahead is targeting four + +149 +00:09:56,940 --> 00:10:01,720 +major things introducing ourselves introducing our + +150 +00:10:01,720 --> 00:10:06,740 +product introducing our company and fourth taking + +151 +00:10:06,740 --> 00:10:09,560 +an actual appointment so that we can meet face-to + +152 +00:10:09,560 --> 00:10:15,000 +-face with the prospect. Why? Because we do not + +153 +00:10:15,000 --> 00:10:17,520 +want to repeat the same mistakes which we + +154 +00:10:17,520 --> 00:10:21,160 +committed during face-to-face meeting which we + +155 +00:10:21,160 --> 00:10:24,620 +have just talked about. Therefore it is very + +156 +00:10:24,620 --> 00:10:27,660 +essential, it is very necessary to phone the + +157 +00:10:27,660 --> 00:10:31,060 +customers or the prospects ahead to do the various + +158 +00:10:31,060 --> 00:10:33,780 +four things which we mentioned before a while. + +159 +00:10:35,310 --> 00:10:38,690 +Now, the main problem is that it is easy for the + +160 +00:10:38,690 --> 00:10:41,330 +prospect or their secretary to turn someone down. + +161 +00:10:41,970 --> 00:10:44,950 +Turn someone down means decline over the + +162 +00:10:44,950 --> 00:10:51,810 +telephone. So, phoning ahead is achieving or is + +163 +00:10:51,810 --> 00:10:55,630 +having advantage. The advantage is they are going + +164 +00:10:55,630 --> 00:10:57,050 +to organize our own time. + +165 +00:10:59,930 --> 00:11:03,210 +They can organize our own time and they can help + +166 +00:11:03,210 --> 00:11:08,050 +us. to reduce the amount of time which might be + +167 +00:11:08,050 --> 00:11:13,550 +wasted. However, this approach also has + +168 +00:11:13,550 --> 00:11:19,530 +disadvantages. The disadvantage is here. Somebody + +169 +00:11:19,530 --> 00:11:21,110 +is going to say, what is the meaning of this? + +170 +00:11:22,150 --> 00:11:25,390 +Generally, whenever you as a salesperson is going + +171 +00:11:25,390 --> 00:11:28,690 +to pick up your phone and you are going to contact + +172 +00:11:29,710 --> 00:11:33,270 +A targeted prospect, generally if this prospect is + +173 +00:11:33,270 --> 00:11:36,150 +very important, his secretary or her secretary + +174 +00:11:36,150 --> 00:11:40,810 +might respond to your phone call. If the secretary + +175 +00:11:40,810 --> 00:11:43,790 +is going to respond to your phone call, she isn't + +176 +00:11:43,790 --> 00:11:47,110 +going to transfer the phone call conversation to + +177 +00:11:47,110 --> 00:11:52,970 +this prospect. Why? First, the secretary doesn't + +178 +00:11:52,970 --> 00:11:55,590 +know you. Second, she doesn't know your company. + +179 +00:11:56,860 --> 00:11:59,880 +then the probability of declining your phone + +180 +00:11:59,880 --> 00:12:03,000 +conversation is very high so what should we do? + +181 +00:12:03,640 --> 00:12:07,760 +once again you should use your tongue what's the + +182 +00:12:07,760 --> 00:12:11,980 +meaning of tongue? بمعنى use a very smart + +183 +00:12:11,980 --> 00:12:15,300 +articulated language so that we can convince her + +184 +00:12:15,300 --> 00:12:17,880 +to transfer your phone conversation to her + +185 +00:12:17,880 --> 00:12:22,580 +supervisor who is the prospect if you are not + +186 +00:12:22,580 --> 00:12:24,380 +going to be articulated if you are not going to + +187 +00:12:24,380 --> 00:12:28,250 +use a nice excellent language your phone call will + +188 +00:12:28,250 --> 00:12:30,930 +be declined which means you will be disconnected + +189 +00:12:30,930 --> 00:12:34,190 +and you will never be given a chance to talk + +190 +00:12:34,190 --> 00:12:40,710 +directly with the customer over the phone over the + +191 +00:12:40,710 --> 00:12:43,770 +phone this is considered to be what the major + +192 +00:12:43,770 --> 00:12:47,090 +disadvantage of using the second approach which is + +193 +00:12:47,090 --> 00:12:52,110 +called phoning ahead which is called phoning ahead + +194 +00:12:52,110 --> 00:12:58,410 +so you can leave a voice message this is when it + +195 +00:12:58,410 --> 00:13:01,510 +is going to happen if no answer if we didn't + +196 +00:13:01,510 --> 00:13:04,250 +receive any response many of the businesses they + +197 +00:13:04,250 --> 00:13:06,170 +are going to provide you with a service which is + +198 +00:13:06,170 --> 00:13:11,630 +called please leave an automated voice message or + +199 +00:13:11,630 --> 00:13:13,570 +this voice message it is a service which is + +200 +00:13:13,570 --> 00:13:17,850 +available to our cell phone conversations in our + +201 +00:13:17,850 --> 00:13:21,370 +cell phone conversation regarding the ground + +202 +00:13:21,370 --> 00:13:25,430 +telephones it's very rare to find organizations + +203 +00:13:25,430 --> 00:13:28,410 +which is going to provide us with this service I'm + +204 +00:13:28,410 --> 00:13:32,230 +talking here about our country it's very rare all + +205 +00:13:32,230 --> 00:13:35,390 +the time they are not going to have a service in + +206 +00:13:35,390 --> 00:13:39,770 +the telephone not in the cell phones giving you + +207 +00:13:39,770 --> 00:13:44,970 +the chance to leave a voice message now anyway if + +208 +00:13:44,970 --> 00:13:49,100 +you were given a chance to speak about the + +209 +00:13:49,100 --> 00:13:52,300 +prospect over the telephone or over the phone or + +210 +00:13:52,300 --> 00:13:55,340 +over the cell phone all the time begin by + +211 +00:13:55,340 --> 00:13:59,440 +mentioning your name at the very beginning then + +212 +00:13:59,440 --> 00:14:04,520 +keep the message as short as possible and finally + +213 +00:14:04,520 --> 00:14:09,460 +state your phone number slowly why? to give the + +214 +00:14:09,460 --> 00:14:12,300 +recipient the chance to register or to note down + +215 +00:14:12,300 --> 00:14:15,660 +your phone number just in case he would like to + +216 +00:14:15,660 --> 00:14:19,510 +dial you back just in case he would like to dial + +217 +00:14:19,510 --> 00:14:27,230 +you back. This is the technique. If somebody + +218 +00:14:27,230 --> 00:14:31,590 +didn't respond to you and you are about to leave a + +219 +00:14:31,590 --> 00:14:35,410 +voice message. Any question, any comments about + +220 +00:14:35,410 --> 00:14:42,270 +this? Clear? Now, let's go to the third. The third + +221 +00:14:42,270 --> 00:14:44,470 +approach by which we can contact with our prospect + +222 +00:14:44,470 --> 00:14:47,800 +is something called personal letters. or personal + +223 +00:14:47,800 --> 00:14:51,100 +letters just simply we are going to prepare an + +224 +00:14:51,100 --> 00:14:54,200 +envelope in this envelope we are going to insert + +225 +00:14:54,200 --> 00:14:57,100 +our targeted letter and we will send it to the + +226 +00:14:57,100 --> 00:15:00,740 +address of our prospects sometimes some of the + +227 +00:15:00,740 --> 00:15:04,320 +sales company they might include with this message + +228 +00:15:04,320 --> 00:15:08,620 +or letter a brochure or a commercial material and + +229 +00:15:08,620 --> 00:15:10,700 +everything will be sealed and put in the envelope + +230 +00:15:10,700 --> 00:15:14,180 +and it will be shipped or transferred to the + +231 +00:15:14,180 --> 00:15:17,470 +address of the prospect this is happening + +232 +00:15:17,470 --> 00:15:19,690 +regularly and continuously in America for example + +233 +00:15:19,690 --> 00:15:24,310 +but in our country it isn't happening widely why + +234 +00:15:24,310 --> 00:15:28,330 +simply because we are suffering from poor mail + +235 +00:15:28,330 --> 00:15:32,990 +services our mail services are moderate they are + +236 +00:15:32,990 --> 00:15:39,790 +very limited and humble and humble so in this case + +237 +00:15:41,830 --> 00:15:44,570 +Do you think we are going to depend on personal + +238 +00:15:44,570 --> 00:15:47,330 +letters approach to contact with our customers or + +239 +00:15:47,330 --> 00:15:50,550 +prospects in Gaza in a very wide way? The answer + +240 +00:15:50,550 --> 00:15:55,390 +is no. So we have to talk to or talk about the + +241 +00:15:55,390 --> 00:16:01,730 +fourth approach which is sending emails. Emails or + +242 +00:16:01,730 --> 00:16:05,830 +email messages, they are having extra advantages + +243 +00:16:05,830 --> 00:16:09,380 +over the voice message. When we are saying voice + +244 +00:16:09,380 --> 00:16:12,160 +message, we are talking about phoning or telephing + +245 +00:16:12,160 --> 00:16:15,740 +ahead, which means it is possible to send a + +246 +00:16:15,740 --> 00:16:19,940 +message at a very little cost in time and money to + +247 +00:16:19,940 --> 00:16:24,000 +a large number of people. We can send email + +248 +00:16:24,000 --> 00:16:27,300 +message to millions and millions of persons in + +249 +00:16:27,300 --> 00:16:31,120 +just a few seconds and with a very minimal cost. + +250 +00:16:32,980 --> 00:16:35,320 +So is this a very nice approach to conduct with + +251 +00:16:35,320 --> 00:16:38,910 +our customer? Of course. The second advantage for + +252 +00:16:38,910 --> 00:16:42,510 +the email, email is giving you a chance as a + +253 +00:16:42,510 --> 00:16:45,990 +salesperson to make an attachment. With this + +254 +00:16:45,990 --> 00:16:48,950 +attachment, you can insert a chart, commercial + +255 +00:16:48,950 --> 00:16:51,650 +material, brochure about your sales organization, + +256 +00:16:51,950 --> 00:16:53,990 +and everything which you would like to send + +257 +00:16:53,990 --> 00:17:02,160 +through the attachment in the format of email. So + +258 +00:17:02,160 --> 00:17:05,500 +if we would like to assess now the four + +259 +00:17:05,500 --> 00:17:08,680 +alternatives or approaches of contacting our + +260 +00:17:08,680 --> 00:17:11,880 +customers, which one you are going to pick up? Or + +261 +00:17:11,880 --> 00:17:13,720 +in other words, + +262 +00:17:15,400 --> 00:17:17,880 +imagine you are going to make an interview as a + +263 +00:17:17,880 --> 00:17:20,620 +sales officer in one of the commercial sales + +264 +00:17:20,620 --> 00:17:24,750 +organizations in Gaza. During this interview, This + +265 +00:17:24,750 --> 00:17:27,350 +interviewer asked you this simple question, what + +266 +00:17:27,350 --> 00:17:29,610 +are the major approaches by which we can + +267 +00:17:29,610 --> 00:17:33,130 +communicate or contact with our customers? What + +268 +00:17:33,130 --> 00:17:34,730 +are you going to respond to him or her? + +269 +00:17:38,690 --> 00:17:39,250 +Personal, + +270 +00:17:42,610 --> 00:17:47,090 +meeting face to face, number two, phoning ahead, + +271 +00:17:47,370 --> 00:17:51,980 +number three, email message. If he is going to + +272 +00:17:51,980 --> 00:17:56,600 +tell you evaluate the approach of sending personal + +273 +00:17:56,600 --> 00:17:59,480 +letters to our customer, is it a nice step or + +274 +00:17:59,480 --> 00:18:01,980 +approach to contact our customer? Was it + +275 +00:18:01,980 --> 00:18:05,080 +applicable widely in Gaza? No, why? + +276 +00:18:08,100 --> 00:18:13,820 +Exactly. So, pick up approach and classify it to + +277 +00:18:13,820 --> 00:18:16,000 +be the most economical one. What's the most + +278 +00:18:16,000 --> 00:18:19,840 +economical one? Feasible one. Approach which can + +279 +00:18:19,840 --> 00:18:22,820 +be efficient and effective. Approach which cannot + +280 +00:18:22,820 --> 00:18:26,460 +cost us too much money or time or demand. Email + +281 +00:18:26,460 --> 00:18:30,140 +message. It is the best. Somebody is going to say, + +282 +00:18:30,260 --> 00:18:31,980 +but this isn't applicable to the Palestinian + +283 +00:18:31,980 --> 00:18:35,860 +context. No, you are mistaken. According to the + +284 +00:18:35,860 --> 00:18:39,040 +last statistics. which was published by the + +285 +00:18:39,040 --> 00:18:43,300 +Palestinian Bureau of Statistics. This report was + +286 +00:18:43,300 --> 00:18:47,060 +published one year ago. The report confirmed that + +287 +00:18:47,060 --> 00:18:50,440 +about 70% of the Gaza residents have internet + +288 +00:18:50,440 --> 00:18:55,140 +accessibility. So if we are talking about 70% this + +289 +00:18:55,140 --> 00:18:58,900 +means the internet is available in every almost + +290 +00:18:58,900 --> 00:19:03,720 +house or home. So is it a nice way to contact our + +291 +00:19:03,720 --> 00:19:04,600 +customers? Of course. + +292 +00:19:08,430 --> 00:19:10,590 +Any questions, any comments about this? This is + +293 +00:19:10,590 --> 00:19:15,030 +very important. It is in the exam. Clear? Go on. + +294 +00:19:16,470 --> 00:19:20,270 +Now, let's talk about the skills now. We are going + +295 +00:19:20,270 --> 00:19:26,730 +to begin talking about relating skills. Now, in + +296 +00:19:26,730 --> 00:19:30,150 +relating skills, we are going to look at this + +297 +00:19:30,150 --> 00:19:35,270 +text. We will circle words. These words are going + +298 +00:19:35,270 --> 00:19:35,910 +to be this. + +299 +00:19:39,440 --> 00:19:42,100 +these words is going to include this as well + +300 +00:19:42,100 --> 00:19:45,260 +somebody + +301 +00:19:45,260 --> 00:19:47,280 +is going to say why you are circling these two + +302 +00:19:47,280 --> 00:19:50,720 +words mainly the first word it means tension + +303 +00:19:50,720 --> 00:19:54,540 +second word it means anxiety anxiety means worry + +304 +00:19:54,540 --> 00:19:59,820 +attention means stress so both meanings are + +305 +00:19:59,820 --> 00:20:04,220 +negatives but why we are focusing or using them + +306 +00:20:04,220 --> 00:20:09,300 +simply because we are going to experiment them + +307 +00:20:09,300 --> 00:20:13,820 +especially in our first meeting with our prospects + +308 +00:20:13,820 --> 00:20:18,560 +at the few moments or at the very beginning of the + +309 +00:20:18,560 --> 00:20:22,560 +meeting both you as a salesperson you are going to + +310 +00:20:22,560 --> 00:20:27,120 +be tense and in return the prospect will suffer + +311 +00:20:27,120 --> 00:20:31,620 +from a high level of anxiety why? none of you + +312 +00:20:31,620 --> 00:20:36,120 +knows the other Why? None of you knows what is the + +313 +00:20:36,120 --> 00:20:38,580 +message which you are going to have from the + +314 +00:20:38,580 --> 00:20:42,380 +other. So the stress or the tension and the + +315 +00:20:42,380 --> 00:20:47,440 +anxiety is very high. Is this going to influence + +316 +00:20:47,440 --> 00:20:50,440 +your role as a salesperson? Of course, it is going + +317 +00:20:50,440 --> 00:20:53,820 +to influence our role. So what should we do? One + +318 +00:20:53,820 --> 00:20:58,080 +word, we should put our customer or prospect at + +319 +00:20:58,080 --> 00:21:02,990 +something which is called ease. Exactly, comfort. + +320 +00:21:03,750 --> 00:21:07,170 +In other words, sales persons must be sensitive + +321 +00:21:07,170 --> 00:21:10,710 +and they must not exercise any kind of pressure or + +322 +00:21:10,710 --> 00:21:15,530 +tension or nagging on the back of the prospects. + +323 +00:21:16,290 --> 00:21:19,430 +Give them the time and the space to think and to + +324 +00:21:19,430 --> 00:21:22,870 +decide. This is reminding us with what we stated + +325 +00:21:22,870 --> 00:21:25,490 +in the last classes. What did we say? Don't + +326 +00:21:25,490 --> 00:21:29,810 +cheapen your character nor your product. Keep your + +327 +00:21:29,810 --> 00:21:34,030 +personal dignity. Do you remember this? The same + +328 +00:21:34,030 --> 00:21:39,250 +thing here. Give the chance for the customer to + +329 +00:21:39,250 --> 00:21:42,650 +take his time and space and to think about the + +330 +00:21:42,650 --> 00:21:45,450 +offer and don't exercise any kind of pressure over + +331 +00:21:45,450 --> 00:21:51,070 +his back or her back. So the first few moments as + +332 +00:21:51,070 --> 00:21:54,790 +we said of the selling meeting are important. Why + +333 +00:21:54,790 --> 00:21:58,890 +they are important? Because according to this + +334 +00:21:58,890 --> 00:22:02,630 +first few moments The prospects will create + +335 +00:22:02,630 --> 00:22:04,870 +something called the first impression about you as + +336 +00:22:04,870 --> 00:22:08,670 +a salesperson. So we are talking about first + +337 +00:22:08,670 --> 00:22:11,310 +impression. This first impression is something + +338 +00:22:11,310 --> 00:22:14,230 +which is very important. If the first impression + +339 +00:22:14,230 --> 00:22:17,110 +is going to be positive, then you are going to + +340 +00:22:17,110 --> 00:22:19,750 +increase the probability of striking the sales + +341 +00:22:19,750 --> 00:22:22,510 +transaction successfully. But if the first + +342 +00:22:22,510 --> 00:22:26,110 +impression is negative, you might not succeed in + +343 +00:22:26,110 --> 00:22:30,890 +conducting this sales transaction. So the first + +344 +00:22:30,890 --> 00:22:34,350 +impression are crucial and after the first + +345 +00:22:34,350 --> 00:22:37,390 +impression will be formulated in the mentality and + +346 +00:22:37,390 --> 00:22:39,730 +in the heart of the prospect, it's very difficult + +347 +00:22:39,730 --> 00:22:43,770 +to change it. It's very difficult to change it. So + +348 +00:22:43,770 --> 00:22:46,970 +in this case, we have a test. The first impression + +349 +00:22:46,970 --> 00:22:50,510 +or the initial impression is going to be positive + +350 +00:22:50,510 --> 00:22:54,330 +if + +351 +00:22:54,330 --> 00:22:59,060 +you demonstrated to the prospect that you are + +352 +00:22:59,060 --> 00:23:03,580 +credible, you are competent, you are honest and + +353 +00:23:03,580 --> 00:23:04,220 +you are likeable. + +354 +00:23:07,120 --> 00:23:10,360 +You are credible, you are honest, you are likeable + +355 +00:23:10,360 --> 00:23:15,060 +and you are competent. If the prospect smells + +356 +00:23:15,060 --> 00:23:18,180 +these attributes in your character, he or she will + +357 +00:23:18,180 --> 00:23:25,050 +likes you as a salesperson. So, all the time, + +358 +00:23:25,210 --> 00:23:27,410 +don't ask, how are you? When the meeting will + +359 +00:23:27,410 --> 00:23:33,030 +begin. In our traditional social Arabic context, + +360 +00:23:33,470 --> 00:23:35,170 +whenever we are going to meet with a stranger, we + +361 +00:23:35,170 --> 00:23:38,810 +will begin by, how are you? In the same situation, + +362 +00:23:38,970 --> 00:23:44,090 +don't use these words. Rather than, begin by + +363 +00:23:44,090 --> 00:23:48,890 +thanking him or her. Thanks for your time. Thanks + +364 +00:23:48,890 --> 00:23:51,170 +for the time which you devoted for us to meet with + +365 +00:23:51,170 --> 00:23:59,090 +you. Now, and then directly hand the prospect your + +366 +00:23:59,090 --> 00:24:02,290 +business card, which is including your phone name, + +367 +00:24:02,850 --> 00:24:05,850 +title, name of the product or name of the company, + +368 +00:24:06,490 --> 00:24:09,150 +website and your email and cell phone numbers. + +369 +00:24:10,890 --> 00:24:16,360 +Later on, introduce yourself. introduce yourself + +370 +00:24:16,360 --> 00:24:18,480 +so here we are providing you with an actual + +371 +00:24:18,480 --> 00:24:22,060 +example for example this is a quote which means + +372 +00:24:22,060 --> 00:24:25,180 +this is an introductory statement said by a + +373 +00:24:25,180 --> 00:24:28,940 +salesperson to prospects when in the first moments + +374 +00:24:28,940 --> 00:24:33,880 +of the meeting the salesperson said hello mr smith + +375 +00:24:33,880 --> 00:24:39,900 +i am ahmed muhammad from x company thank you for + +376 +00:24:39,900 --> 00:24:44,820 +seeing me I'm here today to see if we can help you + +377 +00:24:44,820 --> 00:24:49,320 +saving money or save money somebody is going to + +378 +00:24:49,320 --> 00:24:53,660 +say how we are going to convince the prospect to + +379 +00:24:53,660 --> 00:24:57,140 +save money even though we are coming here to + +380 +00:24:57,140 --> 00:25:03,460 +convince him to buy from us is this a justifiable + +381 +00:25:03,460 --> 00:25:09,090 +question the answer is yes but remember saving + +382 +00:25:09,090 --> 00:25:13,950 +money can be achieved how? we will explain how now + +383 +00:25:13,950 --> 00:25:19,610 +but before we will explain the answer let's talk + +384 +00:25:19,610 --> 00:25:21,790 +about something which might be in the final exam + +385 +00:25:21,790 --> 00:25:28,690 +if the first moments of the meeting between the + +386 +00:25:28,690 --> 00:25:30,730 +prospect and the salesperson are going to be + +387 +00:25:30,730 --> 00:25:36,080 +crucial and very sensitive because the prospect + +388 +00:25:36,080 --> 00:25:38,240 +will create or formulate the first impression + +389 +00:25:38,240 --> 00:25:42,920 +about you as a salesperson then how we are going + +390 +00:25:42,920 --> 00:25:46,060 +to minimize the level of tension, the level of + +391 +00:25:46,060 --> 00:25:49,600 +anxiety between the prospect from one hand and the + +392 +00:25:49,600 --> 00:25:54,240 +salesperson from another hand by adopting three + +393 +00:25:54,240 --> 00:26:00,040 +major means number one, propriety which means + +394 +00:26:00,040 --> 00:26:05,600 +shows a buyer respect show a buyer or address in a + +395 +00:26:05,600 --> 00:26:09,400 +very appropriate way. All these things, the + +396 +00:26:09,400 --> 00:26:11,860 +respect and the address in a very appropriate way, + +397 +00:26:12,220 --> 00:26:16,620 +it means propriety. We are respecting the context + +398 +00:26:16,620 --> 00:26:21,440 +in which we are available in. A second means, you + +399 +00:26:21,440 --> 00:26:24,420 +as a salesperson, you must all the time + +400 +00:26:24,420 --> 00:26:27,860 +demonstrate your competence. You are understanding + +401 +00:26:27,860 --> 00:26:31,120 +very well the product which you are trying to sell + +402 +00:26:31,120 --> 00:26:34,750 +to this customer. You are knowing everything small + +403 +00:26:34,750 --> 00:26:38,190 +or big and spare parts or the conditions of the + +404 +00:26:38,190 --> 00:26:43,850 +terms behind this product. So if the prospect will + +405 +00:26:43,850 --> 00:26:45,870 +listen to you while you are presenting and talking + +406 +00:26:45,870 --> 00:26:48,710 +about your product, you will demonstrate his or + +407 +00:26:48,710 --> 00:26:52,670 +your competence. So competence is another tool by + +408 +00:26:52,670 --> 00:26:55,130 +which we can reduce the anxiety in the heart and + +409 +00:26:55,130 --> 00:26:58,610 +in the mind of our customers. A third tool, + +410 +00:26:59,190 --> 00:27:03,190 +commonality. Community means to find a shared + +411 +00:27:03,190 --> 00:27:07,090 +background by which you and your prospect can join + +412 +00:27:07,090 --> 00:27:11,870 +together. In other words, why you shouldn't ask + +413 +00:27:11,870 --> 00:27:14,710 +him about his interests? Why you shouldn't ask him + +414 +00:27:14,710 --> 00:27:17,490 +about the things which he or she likes? For + +415 +00:27:17,490 --> 00:27:21,250 +example, if your prospect tells you, I am one of + +416 +00:27:21,250 --> 00:27:25,120 +the big fans for Barcelona team, Tell him in + +417 +00:27:25,120 --> 00:27:28,860 +return, also I am one of the big fans of Barcelona + +418 +00:27:28,860 --> 00:27:33,300 +team, even though you might not like football. But + +419 +00:27:33,300 --> 00:27:36,500 +try to create what? A common background. Exactly. + +420 +00:27:38,400 --> 00:27:41,340 +This is something very important. All the time + +421 +00:27:41,340 --> 00:27:45,960 +remember, this is an instinct in the education and + +422 +00:27:45,960 --> 00:27:50,390 +an instinct in the humanity. People like to work + +423 +00:27:50,390 --> 00:27:53,490 +together or people love or like to be with the + +424 +00:27:53,490 --> 00:27:56,570 +people who are similar with them. In culture, in + +425 +00:27:56,570 --> 00:28:01,770 +attitudes, in language, in everything. Is this the + +426 +00:28:01,770 --> 00:28:05,310 +fate of our life? Yes. So all the time we try to + +427 +00:28:05,310 --> 00:28:09,130 +create a background by which we can create a sense + +428 +00:28:09,130 --> 00:28:13,350 +of commonality between you as a salesperson and a + +429 +00:28:13,350 --> 00:28:17,370 +prospect. The final tool by which we can minimize + +430 +00:28:17,370 --> 00:28:20,230 +this anxiety is something which is called Intent + +431 +00:28:20,230 --> 00:28:24,010 +Intent + +432 +00:28:24,010 --> 00:28:27,210 +means reveal your purpose of call process and pay + +433 +00:28:27,210 --> 00:28:32,970 +off of the buyer or be sincere or truthful say + +434 +00:28:32,970 --> 00:28:35,750 +what the buyer is going to pay and how much and in + +435 +00:28:35,750 --> 00:28:38,850 +which terms and how the business transaction is + +436 +00:28:38,850 --> 00:28:43,110 +going to be according to its actual terms and + +437 +00:28:43,110 --> 00:28:48,600 +conditions In other words, be honest. Be honest. + +438 +00:28:49,180 --> 00:28:52,060 +So these are the four means by which we can reduce + +439 +00:28:52,060 --> 00:28:55,140 +or minimize the anxiety in the heart and in the + +440 +00:28:55,140 --> 00:28:58,560 +mind of the prospect. This is very important. It + +441 +00:28:58,560 --> 00:29:03,680 +is in the final. Clear? Any question or comments? + +442 +00:29:04,840 --> 00:29:08,000 +Any question or comments? Now let's return back to + +443 +00:29:08,000 --> 00:29:12,680 +the question which we didn't answer, which is, we + +444 +00:29:12,680 --> 00:29:15,430 +will answer it. But let's first talk about + +445 +00:29:15,430 --> 00:29:19,590 +something called needs discovery skill. In the + +446 +00:29:19,590 --> 00:29:23,850 +interaction phase, a salesperson must have a skill + +447 +00:29:23,850 --> 00:29:27,010 +which is called needs discovery skill, which means + +448 +00:29:27,010 --> 00:29:33,050 +a salesperson must be an attentive listener. Is + +449 +00:29:33,050 --> 00:29:36,530 +this a skill? It's a skill. You might be surprised + +450 +00:29:36,530 --> 00:29:40,540 +by what I am stating or saying to you. Many of the + +451 +00:29:40,540 --> 00:29:43,180 +people they do not have the skill of listening + +452 +00:29:43,180 --> 00:29:45,960 +attentively to others. They do not want to listen + +453 +00:29:45,960 --> 00:29:49,220 +or they do not know how to listen. You as a + +454 +00:29:49,220 --> 00:29:52,600 +salesperson you must listen attentively. In other + +455 +00:29:52,600 --> 00:29:56,700 +words, listen as much as you can as a salesperson + +456 +00:29:56,700 --> 00:30:00,120 +and later on assess what is the need or the + +457 +00:30:00,120 --> 00:30:03,340 +problem exactly and later on try to think of the + +458 +00:30:03,340 --> 00:30:06,520 +alternative solutions and finally try to recommend + +459 +00:30:06,520 --> 00:30:11,270 +the best solution. is this skill it's a very + +460 +00:30:11,270 --> 00:30:14,490 +complicated skill which requires a huge training + +461 +00:30:14,490 --> 00:30:21,210 +practice and experience training practice and + +462 +00:30:21,210 --> 00:30:26,190 +experience and nobody can know or nobody can grasp + +463 +00:30:26,190 --> 00:30:30,610 +or gain this skill in a very easy way okay and + +464 +00:30:30,610 --> 00:30:33,230 +this is the meaning of what needs discovery skill + +465 +00:30:33,230 --> 00:30:37,500 +now let's come and answer our question our + +466 +00:30:37,500 --> 00:30:41,060 +question is the following how we are going as a + +467 +00:30:41,060 --> 00:30:44,440 +salesperson how we are going to demonstrate in our + +468 +00:30:44,440 --> 00:30:48,040 +introductory sentence that we are coming here to + +469 +00:30:48,040 --> 00:30:54,320 +save you money by two things all the time remember + +470 +00:30:54,320 --> 00:30:59,500 +the buyer will buy from you under two kinds of + +471 +00:30:59,500 --> 00:31:05,180 +motives motive number one task motive Motive + +472 +00:31:05,180 --> 00:31:10,240 +number two, personal motive. The task motive is + +473 +00:31:10,240 --> 00:31:14,960 +subdivided into two kinds of task motives. Number + +474 +00:31:14,960 --> 00:31:18,540 +one, productivity and number one, financially. + +475 +00:31:20,600 --> 00:31:23,900 +Productivity and financially. And later on we will + +476 +00:31:23,900 --> 00:31:26,560 +talk about them. Regarding the personal motives, + +477 +00:31:26,960 --> 00:31:30,960 +we are referring to what? Psychological motives. + +478 +00:31:31,820 --> 00:31:35,970 +In other words, We would like to show our + +479 +00:31:35,970 --> 00:31:40,590 +psychological feelings and emotions with our own + +480 +00:31:40,590 --> 00:31:43,550 +buyer or prospect. Let's explain them in a very + +481 +00:31:43,550 --> 00:31:46,410 +detailed way. Now let's begin talking about what? + +482 +00:31:47,190 --> 00:31:51,230 +The task motives. All the time remember as a + +483 +00:31:51,230 --> 00:31:53,670 +salesperson, the buyer will buy from you under + +484 +00:31:53,670 --> 00:31:58,030 +these circumstances. He or she, the buyer, will + +485 +00:31:58,030 --> 00:32:01,330 +think I'm going to buy from you because I have + +486 +00:32:01,330 --> 00:32:04,690 +productivity task motives. Productivity task + +487 +00:32:04,690 --> 00:32:09,290 +motives means what I am going to gain after I'm + +488 +00:32:09,290 --> 00:32:13,670 +going to buy from you. The buyer is thinking if + +489 +00:32:13,670 --> 00:32:17,270 +I'm going to buy from you, I'm going to achieve a + +490 +00:32:17,270 --> 00:32:19,890 +kind of more output. Output, if you do not like + +491 +00:32:19,890 --> 00:32:22,190 +this word, we can use the word quantity. + +492 +00:32:24,880 --> 00:32:29,460 +along with quality. So if I am going to increase + +493 +00:32:29,460 --> 00:32:31,680 +my probability of increasing the quantity of the + +494 +00:32:31,680 --> 00:32:34,400 +product or the quality of my product, I will go + +495 +00:32:34,400 --> 00:32:38,380 +and buy. So if this is the motive, this means its + +496 +00:32:38,380 --> 00:32:45,060 +kind is productivity task motive. Also, the buyer + +497 +00:32:45,060 --> 00:32:49,920 +will buy from you if he thinks that this business + +498 +00:32:49,920 --> 00:32:53,140 +transaction is going to be an easy transaction + +499 +00:32:53,140 --> 00:32:57,350 +with this effort. less cost, less labor force, + +500 +00:32:57,890 --> 00:33:00,930 +less stocking and so on. If it is less effort, + +501 +00:33:01,070 --> 00:33:03,930 +once again, this is going to be another or a + +502 +00:33:03,930 --> 00:33:06,090 +second productivity task motives. + +503 +00:33:08,690 --> 00:33:12,150 +Productivity task motives. When we are saying less + +504 +00:33:12,150 --> 00:33:15,190 +effort, remember, the effort is connected directly + +505 +00:33:15,190 --> 00:33:19,570 +also along with? Exactly, exactly, exactly. + +506 +00:33:22,340 --> 00:33:25,260 +But we classify it to be what? Productivity task + +507 +00:33:25,260 --> 00:33:31,280 +motives. On the other hand, the buyer will buy + +508 +00:33:31,280 --> 00:33:35,440 +from you sometimes because of the money task + +509 +00:33:35,440 --> 00:33:39,100 +motives. The money task motives is different. The + +510 +00:33:39,100 --> 00:33:42,340 +buyer will think I am going to buy from you + +511 +00:33:42,340 --> 00:33:46,520 +because this is going to be loss cost. For + +512 +00:33:46,520 --> 00:33:49,560 +example, ten days ago my wife phoned me and she + +513 +00:33:49,560 --> 00:33:53,720 +told me she would like me to purchase for her a + +514 +00:33:53,720 --> 00:33:58,180 +packet or a bottle of Nutella, chocolate. Why? + +515 +00:33:58,320 --> 00:34:01,880 +Because there was a commercial offer in metro. The + +516 +00:34:01,880 --> 00:34:05,920 +big bottle cost about 25 shekels and she told me + +517 +00:34:05,920 --> 00:34:09,920 +the offer is in 10 shekels. After I finished my + +518 +00:34:09,920 --> 00:34:12,520 +classes, I went and I hurried up over there and I + +519 +00:34:12,520 --> 00:34:16,500 +bought the bottles. Why? Because of what? Exactly. + +520 +00:34:17,660 --> 00:34:21,040 +The buyer is thinking in the same way. The buyer + +521 +00:34:21,040 --> 00:34:25,320 +will buy from you if he or she feels this is going + +522 +00:34:25,320 --> 00:34:29,440 +to be less costly for him or her. This is called + +523 +00:34:29,440 --> 00:34:34,180 +money, Taq motives. or the buyer will buy from you + +524 +00:34:34,180 --> 00:34:39,280 +if he or she feels he will gain profit after he + +525 +00:34:39,280 --> 00:34:42,600 +will buy from you if he or she will gain profit + +526 +00:34:42,600 --> 00:34:44,860 +especially if this customer is an organization + +527 +00:34:44,860 --> 00:34:50,300 +this is called what money task motives money task + +528 +00:34:50,300 --> 00:34:54,520 +motives any question about the task motives in the + +529 +00:34:54,520 --> 00:34:58,780 +exam very important let's go to the final thing in + +530 +00:34:58,780 --> 00:35:02,820 +the class We are going to talk about the final one + +531 +00:35:02,820 --> 00:35:07,940 +which is the personal. In the personal motives, + +532 +00:35:08,600 --> 00:35:14,240 +remember, the buyer once again, he or she by then + +533 +00:35:14,240 --> 00:35:17,280 +is a person, is a human being. Therefore, they + +534 +00:35:17,280 --> 00:35:20,800 +have feelings and emotions. In other words, the + +535 +00:35:20,800 --> 00:35:24,180 +buyer will buy from you if you as a salesperson + +536 +00:35:24,180 --> 00:35:30,790 +shows him or her a respect. If he or you shows a + +537 +00:35:30,790 --> 00:35:34,510 +kind of respect to him, you might be able to gain + +538 +00:35:34,510 --> 00:35:38,130 +his heart and by this way, the buyer will buy from + +539 +00:35:38,130 --> 00:35:42,850 +you because of personal motives. The same thing, + +540 +00:35:43,510 --> 00:35:47,730 +you as a salesperson, you must give them a + +541 +00:35:47,730 --> 00:35:50,490 +psychological impression that nothing will be done + +542 +00:35:50,490 --> 00:35:54,030 +without their approval. nothing will be done + +543 +00:35:54,030 --> 00:35:58,710 +without their approval or no business transaction + +544 +00:35:58,710 --> 00:36:04,710 +will happen without their own power and finally we + +545 +00:36:04,710 --> 00:36:07,390 +would like to be gratitude or thankful for them + +546 +00:36:07,390 --> 00:36:11,490 +recognition all these things must be expressed by + +547 +00:36:11,490 --> 00:36:13,070 +the communication language which you are using + +548 +00:36:13,070 --> 00:36:17,260 +between you and the prospect If the prospect are + +549 +00:36:17,260 --> 00:36:19,560 +convinced and got these psychological feelings, + +550 +00:36:20,120 --> 00:36:23,800 +this means he or she will buy from you according + +551 +00:36:23,800 --> 00:36:29,580 +to personal motives. Now, the business transaction + +552 +00:36:29,580 --> 00:36:32,960 +will be conducted successfully if you were able to + +553 +00:36:32,960 --> 00:36:36,080 +connect the two kinds of motives, the task as well + +554 +00:36:36,080 --> 00:36:39,800 +as the personal ones. If we were able to achieve + +555 +00:36:39,800 --> 00:36:43,150 +one kind of motives, also this is going to be good + +556 +00:36:43,150 --> 00:36:45,650 +and for sure you are going to get the business + +557 +00:36:45,650 --> 00:36:48,730 +transaction successfully but if none of them + +558 +00:36:48,730 --> 00:36:53,730 +achieved you will never buy anything any question + +559 +00:36:53,730 --> 00:36:57,590 +any comments thank you for listening see you next + +560 +00:36:57,590 --> 00:36:57,870 +time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..cdb9ce0a8ce82785500869d9e62299d8fe545924 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4823, "start": 20.97, "end": 48.23, "text": " Inshallah today we are going to talk about the second phase which we called or named before as interaction. 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Is this a skill? It is a skill. Why? Because we would like to anticipate an agreement and we do not want to be surprised by any conflict or anything which isn't calculated. Therefore everything must be planned, everything must be agreed on in advance without any surprises. 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To contact our prospect, we are talking about four philosophies or four strategies. Let's begin with the first one. 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Any questions, any comments about this? Okay, are we talking about one approach or philosophy to contact with our customer? The answer is no. So let's contact and talk about the second approach. The second approach we called it phoning ahead. 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the cell phone all the time begin by mentioning your name at the very beginning then keep the message as short as possible and finally state your phone number slowly why? to give the recipient the chance to register or to note down your phone number just in case he would like to dial you back", "tokens": [281, 1710, 466, 264, 15005, 670, 264, 19800, 420, 670, 264, 2593, 420, 670, 264, 2815, 2593, 439, 264, 565, 1841, 538, 18315, 428, 1315, 412, 264, 588, 2863, 550, 1066, 264, 3636, 382, 2099, 382, 1944, 293, 2721, 1785, 428, 2593, 1230, 5692, 983, 30, 281, 976, 264, 26216, 264, 2931, 281, 7280, 420, 281, 3637, 760, 428, 2593, 1230, 445, 294, 1389, 415, 576, 411, 281, 5502, 291, 646], "avg_logprob": -0.1867404551141792, "compression_ratio": 1.8078817733990147, "no_speech_prob": 0.0, "words": [{"start": 828.14, "end": 828.34, "word": " to", "probability": 0.33984375}, {"start": 828.34, "end": 828.64, "word": " speak", "probability": 0.97021484375}, {"start": 828.64, "end": 828.9, "word": 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This is the technique. If somebody didn't respond to you and you are about to leave a voice message. Any question, any comments about this? Clear? Now, let's go to the third. 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The answer is no. So we have to talk to or talk about the fourth approach which is sending emails. 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We can send email message to millions and millions of persons in just a few seconds and with a very minimal cost. So is this a very nice approach to conduct with our customer? 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Or in other words, imagine you are going to make an interview as a sales officer in one of the commercial sales organizations in Gaza. 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What are you going to respond to him or her? 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Was it applicable widely in Gaza? No, why?", "tokens": [759, 415, 307, 516, 281, 980, 291, 13059, 264, 3109, 295, 7750, 2973, 7825, 281, 527, 5474, 11, 307, 309, 257, 1481, 1823, 420, 3109, 281, 3385, 527, 5474, 30, 3027, 309, 21142, 13371, 294, 37800, 30, 883, 11, 983, 30], "avg_logprob": -0.2079613148456528, "compression_ratio": 1.411764705882353, "no_speech_prob": 0.0, "words": [{"start": 1070.94, "end": 1071.3, "word": " If", "probability": 0.6923828125}, {"start": 1071.3, "end": 1071.44, "word": " he", "probability": 0.9091796875}, {"start": 1071.44, "end": 1071.58, "word": " is", "probability": 0.77587890625}, {"start": 1071.58, "end": 1071.8, "word": " going", "probability": 0.9326171875}, {"start": 1071.8, "end": 1071.98, "word": " to", "probability": 0.97119140625}, {"start": 1071.98, "end": 1072.18, "word": " tell", "probability": 0.78515625}, {"start": 1072.18, "end": 1072.46, "word": " you", "probability": 0.96435546875}, {"start": 1072.46, "end": 1073.7, "word": " evaluate", "probability": 0.450439453125}, {"start": 1073.7, "end": 1074.16, "word": " the", "probability": 0.890625}, {"start": 1074.16, "end": 1074.66, "word": " approach", "probability": 0.92822265625}, {"start": 1074.66, "end": 1075.1, "word": " of", "probability": 0.935546875}, {"start": 1075.1, "end": 1075.76, "word": " sending", "probability": 0.79833984375}, {"start": 1075.76, "end": 1076.6, "word": " personal", "probability": 0.884765625}, {"start": 1076.6, "end": 1076.98, "word": " letters", "probability": 0.8837890625}, {"start": 1076.98, "end": 1077.18, "word": " to", "probability": 0.9521484375}, {"start": 1077.18, "end": 1077.36, "word": " our", "probability": 0.87451171875}, {"start": 1077.36, "end": 1077.82, "word": " customer,", "probability": 0.57177734375}, {"start": 1078.2, "end": 1078.32, "word": " is", "probability": 0.90625}, {"start": 1078.32, "end": 1078.48, "word": " it", "probability": 0.9443359375}, {"start": 1078.48, "end": 1078.68, "word": " a", "probability": 0.9677734375}, {"start": 1078.68, "end": 1078.9, "word": " nice", "probability": 0.900390625}, {"start": 1078.9, "end": 1079.28, "word": " step", "probability": 0.81640625}, {"start": 1079.28, "end": 1079.48, "word": " or", "probability": 0.861328125}, {"start": 1079.48, "end": 1079.84, "word": " approach", "probability": 0.8828125}, {"start": 1079.84, "end": 1080.02, "word": " to", "probability": 0.9443359375}, {"start": 1080.02, "end": 1080.3, "word": " contact", "probability": 0.8515625}, {"start": 1080.3, "end": 1080.5, "word": " our", "probability": 0.78564453125}, {"start": 1080.5, "end": 1080.94, "word": " customer?", "probability": 0.6748046875}, {"start": 1081.24, "end": 1081.8, "word": " Was", "probability": 0.429443359375}, {"start": 1081.8, "end": 1081.98, "word": " it", "probability": 0.9482421875}, {"start": 1081.98, "end": 1082.38, "word": " applicable", "probability": 0.83251953125}, {"start": 1082.38, "end": 1082.82, "word": " widely", "probability": 0.93115234375}, {"start": 1082.82, "end": 1083.0, "word": " in", "probability": 0.943359375}, {"start": 1083.0, "end": 1083.3, "word": " Gaza?", "probability": 0.8994140625}, {"start": 1084.36, "end": 1084.64, "word": " No,", "probability": 0.8291015625}, {"start": 1084.76, "end": 1085.08, "word": " why?", "probability": 0.81005859375}], "temperature": 1.0}, {"id": 41, "seek": 111650, "start": 1088.1, "end": 1116.5, "text": " Exactly. So, pick up approach and classify it to be the most economical one. What's the most economical one? Feasible one. Approach which can be efficient and effective. Approach which cannot cost us too much money or time or demand. Email message. It is the best. Somebody is going to say, but this isn't applicable to the Palestinian context. No, you are mistaken. 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This report was published one year ago. The report confirmed that about 70% of the Gaza residents have internet accessibility. So if we are talking about 70% this means the internet is available in every almost house or home. So is it a nice way to contact our customers? 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This is very important. It is in the exam. Clear? Go on. Now, let's talk about the skills now. We are going to begin talking about relating skills. Now, in relating skills, we are going to look at this text. We will circle words. 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None of you knows what is the message which you are going to have from the other. So the stress or the tension and the anxiety is very high. Is this going to influence your role as a salesperson? Of course, it is going to influence our role. So what should we do? 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It's very difficult to change it. So in this case, we have a test. 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You are credible, you are honest, you are likeable and you are competent. 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All these things, the respect and the address in a very appropriate way, it means propriety. We are respecting the context in which we are available in. A second means, you as a salesperson, you must all the time demonstrate your competence. 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So if the prospect will listen to you while you are presenting and talking about your product, you will demonstrate his or your competence. So competence is another tool by which we can reduce the anxiety in the heart and in the mind of our customers. 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called Intent Intent means reveal your purpose of call process and pay off of the buyer or be sincere or truthful say what the buyer is going to pay and how much and in which terms and how the business transaction is going to be according to its actual terms and conditions", "tokens": [440, 2572, 2290, 538, 597, 321, 393, 17522, 341, 9119, 307, 746, 597, 307, 1219, 5681, 317, 5681, 317, 1355, 10658, 428, 4334, 295, 818, 1399, 293, 1689, 766, 295, 264, 24645, 420, 312, 16941, 420, 44669, 584, 437, 264, 24645, 307, 516, 281, 1689, 293, 577, 709, 293, 294, 597, 2115, 293, 577, 264, 1606, 14425, 307, 516, 281, 312, 4650, 281, 1080, 3539, 2115, 293, 4487], "avg_logprob": -0.19689765097438425, "compression_ratio": 1.745, "no_speech_prob": 0.0, "words": [{"start": 1695.13, "end": 1695.37, "word": " The", "probability": 0.71875}, {"start": 1695.37, "end": 1695.87, "word": " final", "probability": 0.884765625}, {"start": 1695.87, "end": 1696.17, "word": " tool", "probability": 0.94189453125}, 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Be honest. So these are the four means by which we can reduce or minimize the anxiety in the heart and in the mind of the prospect. This is very important. It is in the final. Clear? Any question or comments? Any question or comments? Now let's return back to the question which we didn't answer, which is, we will answer it.", "tokens": [682, 661, 2283, 11, 312, 3245, 13, 879, 3245, 13, 407, 613, 366, 264, 1451, 1355, 538, 597, 321, 393, 5407, 420, 17522, 264, 9119, 294, 264, 1917, 293, 294, 264, 1575, 295, 264, 15005, 13, 639, 307, 588, 1021, 13, 467, 307, 294, 264, 2572, 13, 14993, 30, 2639, 1168, 420, 3053, 30, 2639, 1168, 420, 3053, 30, 823, 718, 311, 2736, 646, 281, 264, 1168, 597, 321, 994, 380, 1867, 11, 597, 307, 11, 321, 486, 1867, 309, 13], "avg_logprob": -0.21551067291236506, "compression_ratio": 1.680952380952381, "no_speech_prob": 0.0, "words": [{"start": 1724.66, "end": 1724.86, "word": " In", "probability": 0.64306640625}, {"start": 1724.86, "end": 1725.06, "word": " other", "probability": 0.86572265625}, {"start": 1725.06, "end": 1725.42, "word": " words,", "probability": 0.88232421875}, {"start": 1725.56, "end": 1725.66, "word": " be", "probability": 0.6171875}, {"start": 1725.66, "end": 1726.04, 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In the interaction phase, a salesperson must have a skill which is called needs discovery skill, which means a salesperson must be an attentive listener. Is this a skill? It's a skill. You might be surprised by what I am stating or saying to you.", "tokens": [583, 718, 311, 700, 751, 466, 746, 1219, 2203, 12114, 5389, 13, 682, 264, 9285, 5574, 11, 257, 5763, 10813, 1633, 362, 257, 5389, 597, 307, 1219, 2203, 12114, 5389, 11, 597, 1355, 257, 5763, 10813, 1633, 312, 364, 43661, 31569, 13, 1119, 341, 257, 5389, 30, 467, 311, 257, 5389, 13, 509, 1062, 312, 6100, 538, 437, 286, 669, 26688, 420, 1566, 281, 291, 13], "avg_logprob": -0.20020989161818775, "compression_ratio": 1.6613756613756614, "no_speech_prob": 0.0, "words": [{"start": 1754.07, "end": 1754.37, "word": " But", "probability": 0.6298828125}, {"start": 1754.37, "end": 1754.59, "word": " let's", "probability": 0.833251953125}, {"start": 1754.59, "end": 1754.91, "word": " first", "probability": 0.8154296875}, {"start": 1754.91, "end": 1755.21, "word": " talk", "probability": 0.85791015625}, {"start": 1755.21, "end": 1755.43, "word": " about", "probability": 0.90673828125}, {"start": 1755.43, "end": 1755.61, 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They do not want to listen or they do not know how to listen. You as a salesperson you must listen attentively. 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The task motive is subdivided into two kinds of task motives. Number one, productivity and number one, financially. Productivity and financially. And later on we will talk about them. Regarding the personal motives, we are referring to what? Psychological motives. 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Let's explain them in a very detailed way. Now let's begin talking about what? The task motives. 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Productivity task motives means what I am going to gain after I'm going to buy from you. The buyer is thinking if I'm going to buy from you, I'm going to achieve a kind of more output. 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So if I am going to increase my probability of increasing the quantity of the product or the quality of my product, I will go and buy. So if this is the motive, this means its kind is productivity task motive. Also, the buyer will buy from you if he thinks that this business transaction is going to be an easy transaction with this effort.", "tokens": [2051, 365, 3125, 13, 407, 498, 286, 669, 516, 281, 3488, 452, 8482, 295, 5662, 264, 11275, 295, 264, 1674, 420, 264, 3125, 295, 452, 1674, 11, 286, 486, 352, 293, 2256, 13, 407, 498, 341, 307, 264, 28827, 11, 341, 1355, 1080, 733, 307, 15604, 5633, 28827, 13, 2743, 11, 264, 24645, 486, 2256, 490, 291, 498, 415, 7309, 300, 341, 1606, 14425, 307, 516, 281, 312, 364, 1858, 14425, 365, 341, 4630, 13], "avg_logprob": -0.19921875117640747, "compression_ratio": 1.7609756097560976, "no_speech_prob": 0.0, "words": [{"start": 1944.88, "end": 1945.34, "word": " along", "probability": 0.5771484375}, {"start": 1945.34, "end": 1945.76, "word": " with", "probability": 0.900390625}, {"start": 1945.76, "end": 1946.76, "word": " quality.", "probability": 0.7373046875}, {"start": 1947.36, "end": 1947.8, "word": " So", "probability": 0.8076171875}, {"start": 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If it is less effort, once again, this is going to be another or a second productivity task motives. Productivity task motives. When we are saying less effort, remember, the effort is connected directly also along with? 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Productivity task motives. On the other hand, the buyer will buy from you sometimes because of the money task motives. The money task motives is different. The buyer will think I am going to buy from you because this is going to be loss cost.", "tokens": [583, 321, 33872, 309, 281, 312, 437, 30, 22005, 4253, 5633, 39812, 13, 1282, 264, 661, 1011, 11, 264, 24645, 486, 2256, 490, 291, 2171, 570, 295, 264, 1460, 5633, 39812, 13, 440, 1460, 5633, 39812, 307, 819, 13, 440, 24645, 486, 519, 286, 669, 516, 281, 2256, 490, 291, 570, 341, 307, 516, 281, 312, 4470, 2063, 13], "avg_logprob": -0.200130212555329, "compression_ratio": 1.7125, "no_speech_prob": 0.0, "words": [{"start": 2002.34, "end": 2002.6, "word": " But", "probability": 0.368408203125}, {"start": 2002.6, "end": 2002.74, "word": " we", "probability": 0.90478515625}, {"start": 2002.74, "end": 2003.06, "word": " classify", "probability": 0.90869140625}, {"start": 2003.06, "end": 2003.3, "word": " it", "probability": 0.87255859375}, {"start": 2003.3, "end": 2003.4, "word": " to", "probability": 0.88427734375}, {"start": 2003.4, "end": 2003.54, "word": " be", "probability": 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for her a packet or a bottle of Nutella, chocolate. Why? Because there was a commercial offer in metro. The big bottle cost about 25 shekels and she told me the offer is in 10 shekels.", "tokens": [1171, 1365, 11, 2064, 1708, 2057, 452, 3836, 903, 19009, 385, 293, 750, 1907, 385, 750, 576, 411, 385, 281, 8110, 337, 720, 257, 20300, 420, 257, 7817, 295, 19861, 9885, 11, 6215, 13, 1545, 30, 1436, 456, 390, 257, 6841, 2626, 294, 27334, 13, 440, 955, 7817, 2063, 466, 3552, 750, 7124, 82, 293, 750, 1907, 385, 264, 2626, 307, 294, 1266, 750, 7124, 82, 13], "avg_logprob": -0.1903722498785047, "compression_ratio": 1.4864864864864864, "no_speech_prob": 0.0, "words": [{"start": 2026.3, "end": 2026.52, "word": " For", "probability": 0.77490234375}, {"start": 2026.52, "end": 2026.96, "word": " example,", "probability": 0.9658203125}, {"start": 2027.46, "end": 2027.74, "word": " ten", "probability": 0.48974609375}, {"start": 2027.74, "end": 2027.96, "word": " days", "probability": 0.93896484375}, {"start": 2027.96, "end": 2028.26, "word": " ago", "probability": 0.90087890625}, {"start": 2028.26, 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Why? Because of what? Exactly. The buyer is thinking in the same way. The buyer will buy from you if he or she feels this is going to be less costly for him or her. This is called money, Taq motives.", "tokens": [2381, 286, 4335, 452, 5359, 11, 286, 1437, 293, 286, 2756, 2428, 493, 670, 456, 293, 286, 4243, 264, 15923, 13, 1545, 30, 1436, 295, 437, 30, 7587, 13, 440, 24645, 307, 1953, 294, 264, 912, 636, 13, 440, 24645, 486, 2256, 490, 291, 498, 415, 420, 750, 3417, 341, 307, 516, 281, 312, 1570, 28328, 337, 796, 420, 720, 13, 639, 307, 1219, 1460, 11, 6551, 80, 39812, 13], "avg_logprob": -0.24999999244448165, "compression_ratio": 1.4948453608247423, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2048.96, "end": 2049.3, "word": " After", "probability": 0.441650390625}, {"start": 2049.3, "end": 2049.46, "word": " I", "probability": 0.92724609375}, {"start": 2049.46, "end": 2049.72, "word": " finished", "probability": 0.646484375}, {"start": 2049.72, "end": 2049.92, "word": " my", "probability": 0.90087890625}, {"start": 2049.92, "end": 2050.2, "word": " classes,", "probability": 0.841796875}, {"start": 2050.38, "end": 2050.46, "word": 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"probability": 0.9072265625}, {"start": 2069.02, "end": 2069.44, "word": " called", "probability": 0.87744140625}, {"start": 2069.44, "end": 2070.2, "word": " money,", "probability": 0.78564453125}, {"start": 2070.46, "end": 2070.82, "word": " Taq", "probability": 0.339111328125}, {"start": 2070.82, "end": 2071.24, "word": " motives.", "probability": 0.53515625}], "temperature": 1.0}, {"id": 77, "seek": 209921, "start": 2072.28, "end": 2099.22, "text": " or the buyer will buy from you if he or she feels he will gain profit after he will buy from you if he or she will gain profit especially if this customer is an organization this is called what money task motives money task motives any question about the task motives in the exam very important let's go to the final thing in the class", "tokens": [420, 264, 24645, 486, 2256, 490, 291, 498, 415, 420, 750, 3417, 415, 486, 6052, 7475, 934, 415, 486, 2256, 490, 291, 498, 415, 420, 750, 486, 6052, 7475, 2318, 498, 341, 5474, 307, 364, 4475, 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In the personal motives, remember, the buyer once again, he or she by then is a person, is a human being. Therefore, they have feelings and emotions. 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0000000000000000000000000000000000000000..9ba33c1e675d28ae3481acaa858ba47978f10892 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik_raw.srt @@ -0,0 +1,2240 @@ +1 +00:00:20,970 --> 00:00:22,830 +Inshallah today we are going to talk about the + +2 +00:00:22,830 --> 00:00:26,650 +second phase which we called or named before as + +3 +00:00:26,650 --> 00:00:31,210 +interaction. So the interaction phase all the time + +4 +00:00:31,210 --> 00:00:34,230 +we are referring to this phase as all the issues + +5 +00:00:34,230 --> 00:00:37,590 +and the actions which will take place during face + +6 +00:00:37,590 --> 00:00:42,370 +-to-face meeting with the customer. So in the + +7 +00:00:42,370 --> 00:00:45,590 +interaction we are referring to a stage in which + +8 +00:00:45,590 --> 00:00:52,290 +all the various actions or occurrences or deeds or + +9 +00:00:52,290 --> 00:00:55,250 +sayings that might happen between the customer and + +10 +00:00:55,250 --> 00:01:01,310 +the prospect during face-to-face meeting. Now if + +11 +00:01:01,310 --> 00:01:03,150 +you are going to talk about the skills which + +12 +00:01:03,150 --> 00:01:04,830 +should be available in the character of the + +13 +00:01:04,830 --> 00:01:08,970 +salesperson they are five beginning from something + +14 +00:01:08,970 --> 00:01:14,110 +called relating skill number two discovering third + +15 +00:01:14,110 --> 00:01:16,790 +advocating and later on we are talking about + +16 +00:01:16,790 --> 00:01:19,510 +gaining access and we are talking about closing + +17 +00:01:19,510 --> 00:01:24,390 +which is finalizing a sales transaction somebody + +18 +00:01:24,390 --> 00:01:26,550 +is going to say what is the meaning of gaining + +19 +00:01:26,550 --> 00:01:30,430 +access gaining access means the ability of the + +20 +00:01:30,430 --> 00:01:34,890 +salesperson to reach at the office of the + +21 +00:01:34,890 --> 00:01:39,420 +purchasing officer or the purchasing persons who + +22 +00:01:39,420 --> 00:01:44,660 +are having the purchasing authority all the time + +23 +00:01:44,660 --> 00:01:49,720 +remember if we are going to talk about a customer + +24 +00:01:49,720 --> 00:01:55,200 +who is an organization in this organization we + +25 +00:01:55,200 --> 00:01:57,640 +will talk about the key personnel who are having + +26 +00:01:57,640 --> 00:02:01,160 +the biggest influence of the purchasing decision + +27 +00:02:02,750 --> 00:02:06,110 +these or those key personnel they are very busy + +28 +00:02:06,110 --> 00:02:11,570 +personnel so it isn't easy to have spare or enough + +29 +00:02:11,570 --> 00:02:16,010 +time to meet with them so what we are going to do + +30 +00:02:16,010 --> 00:02:19,990 +the salesperson might ask the receptionist or the + +31 +00:02:19,990 --> 00:02:23,490 +secretariat or the secretariat to take a + +32 +00:02:23,490 --> 00:02:25,950 +permission so that they can communicate and meet + +33 +00:02:25,950 --> 00:02:33,250 +with these key personnel but generally the request + +34 +00:02:33,250 --> 00:02:38,350 +of the salesperson will be declined. Why? On the + +35 +00:02:38,350 --> 00:02:42,310 +base or on the background that these people are + +36 +00:02:42,310 --> 00:02:46,290 +very busy people. So what we are going to do if + +37 +00:02:46,290 --> 00:02:48,890 +you are not going to gain access to these key + +38 +00:02:48,890 --> 00:02:51,390 +personnel in the organization, what is going to + +39 +00:02:51,390 --> 00:02:53,550 +happen is one thing, which is we will sell + +40 +00:02:53,550 --> 00:02:58,190 +nothing. We will sell nothing. Why? Because we + +41 +00:02:58,190 --> 00:03:02,970 +didn't meet with our prospects. So what should we + +42 +00:03:02,970 --> 00:03:07,790 +do? We should use a very soft, intelligent and + +43 +00:03:07,790 --> 00:03:11,670 +smart language by which we can convince the + +44 +00:03:11,670 --> 00:03:15,190 +secretariat or the receptionist to give us a + +45 +00:03:15,190 --> 00:03:18,190 +chance or to linkage us with these key personnel. + +46 +00:03:19,450 --> 00:03:23,030 +If you are not going to do that, this means your + +47 +00:03:23,030 --> 00:03:26,250 +process of sales will be a failure and it will not + +48 +00:03:26,250 --> 00:03:30,160 +be completed. Therefore, gaining access is a + +49 +00:03:30,160 --> 00:03:33,840 +skill, a skill which is requiring soft language, + +50 +00:03:34,940 --> 00:03:38,820 +smart vocabulary, and ability to convince the + +51 +00:03:38,820 --> 00:03:45,140 +secretariat or the receptionist to link you with + +52 +00:03:45,140 --> 00:03:50,500 +the key personnel inside this organization. The + +53 +00:03:50,500 --> 00:03:53,140 +final skill is closing. Closing is a necessary + +54 +00:03:53,140 --> 00:03:56,100 +step in the selling situation but it is most + +55 +00:03:56,100 --> 00:03:58,760 +problematic during transactional type customer + +56 +00:03:58,760 --> 00:04:03,260 +relationship. With closing we defined it before + +57 +00:04:03,260 --> 00:04:06,620 +and we said when we are referring to closing we + +58 +00:04:06,620 --> 00:04:08,800 +are referring to the ability of the salesperson to + +59 +00:04:08,800 --> 00:04:13,060 +finalize the sales transaction according to vivid + +60 +00:04:13,060 --> 00:04:18,970 +and clear instructions and terms and terms. Is + +61 +00:04:18,970 --> 00:04:22,630 +this a skill? It is a skill. Why? Because we would + +62 +00:04:22,630 --> 00:04:25,150 +like to anticipate an agreement and we do not want + +63 +00:04:25,150 --> 00:04:28,830 +to be surprised by any conflict or anything which + +64 +00:04:28,830 --> 00:04:32,590 +isn't calculated. Therefore everything must be + +65 +00:04:32,590 --> 00:04:35,670 +planned, everything must be agreed on in advance + +66 +00:04:35,670 --> 00:04:40,730 +without any surprises. Now, what we would like to + +67 +00:04:40,730 --> 00:04:46,920 +talk about today is the four approaches. or the + +68 +00:04:46,920 --> 00:04:51,200 +four methods or the four strategies by which we + +69 +00:04:51,200 --> 00:04:55,740 +can meet with our prospect or contact with our + +70 +00:04:55,740 --> 00:04:59,840 +prospect. To contact our prospect, we are talking + +71 +00:04:59,840 --> 00:05:02,740 +about four philosophies or four strategies. Let's + +72 +00:05:02,740 --> 00:05:05,700 +begin with the first one. The first one, we called + +73 +00:05:05,700 --> 00:05:10,760 +it the direct personal contact or face to face. If + +74 +00:05:10,760 --> 00:05:13,420 +you use the word face to face, it has the same + +75 +00:05:13,420 --> 00:05:17,240 +meaning with direct personal or personal contact. + +76 +00:05:18,080 --> 00:05:21,080 +A direct personal contact is considered to be one + +77 +00:05:21,080 --> 00:05:23,320 +of the most difficult approaches or methods + +78 +00:05:23,320 --> 00:05:27,020 +through which we can contact with the customer. So + +79 +00:05:27,020 --> 00:05:30,700 +it is one of the most difficult one. Why? Because + +80 +00:05:30,700 --> 00:05:33,900 +this approach is very demanding. Demanding of + +81 +00:05:33,900 --> 00:05:38,160 +what? demanding of time and effort so that we are + +82 +00:05:38,160 --> 00:05:42,180 +going to succeed in conducting a meeting with our + +83 +00:05:42,180 --> 00:05:47,600 +prospect. Now, the most difficult approach without + +84 +00:05:47,600 --> 00:05:49,640 +prior attempt to communicate with the prospect. + +85 +00:05:50,460 --> 00:05:54,360 +This approach is likely to create problems. But + +86 +00:05:54,360 --> 00:05:57,140 +why it is going to create problems? Imagine this + +87 +00:05:57,140 --> 00:06:00,900 +situation. Imagine Hanin is one of our targeted + +88 +00:06:00,900 --> 00:06:04,570 +prospects. She is working in a company. I am a + +89 +00:06:04,570 --> 00:06:07,610 +salesperson who went to this company without an + +90 +00:06:07,610 --> 00:06:10,370 +advance appointment, so that I would like to + +91 +00:06:10,370 --> 00:06:14,070 +communicate or contact with her face to face. When + +92 +00:06:14,070 --> 00:06:16,490 +I asked the receptionist or her secretary, I would + +93 +00:06:16,490 --> 00:06:19,870 +like to meet Ms. Hanin, the secretary told me she + +94 +00:06:19,870 --> 00:06:25,390 +is busy, even though she might not busy, or she + +95 +00:06:25,390 --> 00:06:28,410 +might say she has a meeting, even though she + +96 +00:06:28,410 --> 00:06:32,080 +doesn't have a real meeting. Why? Because you + +97 +00:06:32,080 --> 00:06:35,760 +didn't take an advance appointment with her. So if + +98 +00:06:35,760 --> 00:06:37,700 +you are not going to take an appointment with her, + +99 +00:06:38,020 --> 00:06:40,340 +is this going to create a problem for us? Of + +100 +00:06:40,340 --> 00:06:44,500 +course. So all the time we should have what? An + +101 +00:06:44,500 --> 00:06:50,220 +advance appointment. Well listen, even if you are + +102 +00:06:50,220 --> 00:06:53,760 +not going to take an appointment with her, your + +103 +00:06:53,760 --> 00:06:56,910 +company and you, you are going to lose. Simply + +104 +00:06:56,910 --> 00:07:00,510 +why? The receptionist might ask you kindly and + +105 +00:07:00,510 --> 00:07:05,330 +respectfully, please wait here. This waiting might + +106 +00:07:05,330 --> 00:07:10,910 +be in hours. Hours means our company is paying for + +107 +00:07:10,910 --> 00:07:13,770 +the salesperson in vain, without any kind of + +108 +00:07:13,770 --> 00:07:17,510 +productivity. The salesperson is sitting with + +109 +00:07:17,510 --> 00:07:20,290 +crossed legs, waiting for the permission to meet + +110 +00:07:20,290 --> 00:07:24,060 +with the prospect or the client. Is he or she + +111 +00:07:24,060 --> 00:07:27,320 +doing something beneficiary for the company? I + +112 +00:07:27,320 --> 00:07:30,640 +mean the sales company? No. We are still waiting + +113 +00:07:30,640 --> 00:07:33,160 +till we are going to have the chance to meet or + +114 +00:07:33,160 --> 00:07:37,200 +contact with the customer. So here we are talking + +115 +00:07:37,200 --> 00:07:42,000 +about useless time which is paid. Useless time + +116 +00:07:42,000 --> 00:07:48,500 +which is paid. Paid by which? By the company. By + +117 +00:07:48,500 --> 00:07:52,290 +the sales company. this is one thing another thing + +118 +00:07:52,290 --> 00:07:57,430 +remember each sales company has a product or has + +119 +00:07:57,430 --> 00:08:01,610 +products or services if the product is dealing or + +120 +00:08:01,610 --> 00:08:05,470 +selling if the company is selling products each + +121 +00:08:05,470 --> 00:08:08,450 +product has its own something called life cycle + +122 +00:08:08,450 --> 00:08:13,170 +every single hour which is going to pass without + +123 +00:08:13,170 --> 00:08:16,910 +selling this product this means we are shortening + +124 +00:08:16,910 --> 00:08:20,600 +the life cycle of the product till we are going to + +125 +00:08:20,600 --> 00:08:25,560 +reach something called expiration date. So if the + +126 +00:08:25,560 --> 00:08:27,680 +product is going to reach at that time which is + +127 +00:08:27,680 --> 00:08:32,220 +called expiration date this means our sales + +128 +00:08:32,220 --> 00:08:38,840 +company must throw away these expired products. To + +129 +00:08:38,840 --> 00:08:41,160 +throw away these expired products this means we + +130 +00:08:41,160 --> 00:08:45,790 +are losing money. So we are losing in the first + +131 +00:08:45,790 --> 00:08:48,330 +scenario and also we are losing in the second + +132 +00:08:48,330 --> 00:08:52,810 +scenario. So what is our God rule? Sales persons + +133 +00:08:52,810 --> 00:08:55,730 +along with their own sales organization must never + +134 +00:08:55,730 --> 00:09:01,050 +waste any single second or minute. Everything + +135 +00:09:01,050 --> 00:09:06,770 +counts. Every minute counts. So we must seize the + +136 +00:09:06,770 --> 00:09:12,140 +time to the optimal level. Clear? Any questions, + +137 +00:09:12,280 --> 00:09:15,140 +any comments about this? Okay, are we talking + +138 +00:09:15,140 --> 00:09:18,020 +about one approach or philosophy to contact with + +139 +00:09:18,020 --> 00:09:21,200 +our customer? The answer is no. So let's contact + +140 +00:09:21,200 --> 00:09:24,000 +and talk about the second approach. The second + +141 +00:09:24,000 --> 00:09:27,840 +approach we called it phoning ahead. Phoning ahead + +142 +00:09:27,840 --> 00:09:30,720 +means we are going to pick up our cell phone or + +143 +00:09:30,720 --> 00:09:33,480 +telephones and we are going to contact and + +144 +00:09:33,480 --> 00:09:37,700 +communicate with our own prospects. we are going + +145 +00:09:37,700 --> 00:09:41,560 +to contact them simply because we would like first + +146 +00:09:41,560 --> 00:09:46,480 +talaq introduce ourselves second introduce our + +147 +00:09:46,480 --> 00:09:51,600 +product third introduce our company fourth take an + +148 +00:09:51,600 --> 00:09:56,940 +appointment so phoning ahead is targeting four + +149 +00:09:56,940 --> 00:10:01,720 +major things introducing ourselves introducing our + +150 +00:10:01,720 --> 00:10:06,740 +product introducing our company and fourth taking + +151 +00:10:06,740 --> 00:10:09,560 +an actual appointment so that we can meet face-to + +152 +00:10:09,560 --> 00:10:15,000 +-face with the prospect. Why? Because we do not + +153 +00:10:15,000 --> 00:10:17,520 +want to repeat the same mistakes which we + +154 +00:10:17,520 --> 00:10:21,160 +committed during face-to-face meeting which we + +155 +00:10:21,160 --> 00:10:24,620 +have just talked about. Therefore it is very + +156 +00:10:24,620 --> 00:10:27,660 +essential, it is very necessary to phone the + +157 +00:10:27,660 --> 00:10:31,060 +customers or the prospects ahead to do the various + +158 +00:10:31,060 --> 00:10:33,780 +four things which we mentioned before a while. + +159 +00:10:35,310 --> 00:10:38,690 +Now, the main problem is that it is easy for the + +160 +00:10:38,690 --> 00:10:41,330 +prospect or their secretary to turn someone down. + +161 +00:10:41,970 --> 00:10:44,950 +Turn someone down means decline over the + +162 +00:10:44,950 --> 00:10:51,810 +telephone. So, phoning ahead is achieving or is + +163 +00:10:51,810 --> 00:10:55,630 +having advantage. The advantage is they are going + +164 +00:10:55,630 --> 00:10:57,050 +to organize our own time. + +165 +00:10:59,930 --> 00:11:03,210 +They can organize our own time and they can help + +166 +00:11:03,210 --> 00:11:08,050 +us. to reduce the amount of time which might be + +167 +00:11:08,050 --> 00:11:13,550 +wasted. However, this approach also has + +168 +00:11:13,550 --> 00:11:19,530 +disadvantages. The disadvantage is here. Somebody + +169 +00:11:19,530 --> 00:11:21,110 +is going to say, what is the meaning of this? + +170 +00:11:22,150 --> 00:11:25,390 +Generally, whenever you as a salesperson is going + +171 +00:11:25,390 --> 00:11:28,690 +to pick up your phone and you are going to contact + +172 +00:11:29,710 --> 00:11:33,270 +A targeted prospect, generally if this prospect is + +173 +00:11:33,270 --> 00:11:36,150 +very important, his secretary or her secretary + +174 +00:11:36,150 --> 00:11:40,810 +might respond to your phone call. If the secretary + +175 +00:11:40,810 --> 00:11:43,790 +is going to respond to your phone call, she isn't + +176 +00:11:43,790 --> 00:11:47,110 +going to transfer the phone call conversation to + +177 +00:11:47,110 --> 00:11:52,970 +this prospect. Why? First, the secretary doesn't + +178 +00:11:52,970 --> 00:11:55,590 +know you. Second, she doesn't know your company. + +179 +00:11:56,860 --> 00:11:59,880 +then the probability of declining your phone + +180 +00:11:59,880 --> 00:12:03,000 +conversation is very high so what should we do? + +181 +00:12:03,640 --> 00:12:07,760 +once again you should use your tongue what's the + +182 +00:12:07,760 --> 00:12:11,980 +meaning of tongue? بمعنى use a very smart + +183 +00:12:11,980 --> 00:12:15,300 +articulated language so that we can convince her + +184 +00:12:15,300 --> 00:12:17,880 +to transfer your phone conversation to her + +185 +00:12:17,880 --> 00:12:22,580 +supervisor who is the prospect if you are not + +186 +00:12:22,580 --> 00:12:24,380 +going to be articulated if you are not going to + +187 +00:12:24,380 --> 00:12:28,250 +use a nice excellent language your phone call will + +188 +00:12:28,250 --> 00:12:30,930 +be declined which means you will be disconnected + +189 +00:12:30,930 --> 00:12:34,190 +and you will never be given a chance to talk + +190 +00:12:34,190 --> 00:12:40,710 +directly with the customer over the phone over the + +191 +00:12:40,710 --> 00:12:43,770 +phone this is considered to be what the major + +192 +00:12:43,770 --> 00:12:47,090 +disadvantage of using the second approach which is + +193 +00:12:47,090 --> 00:12:52,110 +called phoning ahead which is called phoning ahead + +194 +00:12:52,110 --> 00:12:58,410 +so you can leave a voice message this is when it + +195 +00:12:58,410 --> 00:13:01,510 +is going to happen if no answer if we didn't + +196 +00:13:01,510 --> 00:13:04,250 +receive any response many of the businesses they + +197 +00:13:04,250 --> 00:13:06,170 +are going to provide you with a service which is + +198 +00:13:06,170 --> 00:13:11,630 +called please leave an automated voice message or + +199 +00:13:11,630 --> 00:13:13,570 +this voice message it is a service which is + +200 +00:13:13,570 --> 00:13:17,850 +available to our cell phone conversations in our + +201 +00:13:17,850 --> 00:13:21,370 +cell phone conversation regarding the ground + +202 +00:13:21,370 --> 00:13:25,430 +telephones it's very rare to find organizations + +203 +00:13:25,430 --> 00:13:28,410 +which is going to provide us with this service I'm + +204 +00:13:28,410 --> 00:13:32,230 +talking here about our country it's very rare all + +205 +00:13:32,230 --> 00:13:35,390 +the time they are not going to have a service in + +206 +00:13:35,390 --> 00:13:39,770 +the telephone not in the cell phones giving you + +207 +00:13:39,770 --> 00:13:44,970 +the chance to leave a voice message now anyway if + +208 +00:13:44,970 --> 00:13:49,100 +you were given a chance to speak about the + +209 +00:13:49,100 --> 00:13:52,300 +prospect over the telephone or over the phone or + +210 +00:13:52,300 --> 00:13:55,340 +over the cell phone all the time begin by + +211 +00:13:55,340 --> 00:13:59,440 +mentioning your name at the very beginning then + +212 +00:13:59,440 --> 00:14:04,520 +keep the message as short as possible and finally + +213 +00:14:04,520 --> 00:14:09,460 +state your phone number slowly why? to give the + +214 +00:14:09,460 --> 00:14:12,300 +recipient the chance to register or to note down + +215 +00:14:12,300 --> 00:14:15,660 +your phone number just in case he would like to + +216 +00:14:15,660 --> 00:14:19,510 +dial you back just in case he would like to dial + +217 +00:14:19,510 --> 00:14:27,230 +you back. This is the technique. If somebody + +218 +00:14:27,230 --> 00:14:31,590 +didn't respond to you and you are about to leave a + +219 +00:14:31,590 --> 00:14:35,410 +voice message. Any question, any comments about + +220 +00:14:35,410 --> 00:14:42,270 +this? Clear? Now, let's go to the third. The third + +221 +00:14:42,270 --> 00:14:44,470 +approach by which we can contact with our prospect + +222 +00:14:44,470 --> 00:14:47,800 +is something called personal letters. or personal + +223 +00:14:47,800 --> 00:14:51,100 +letters just simply we are going to prepare an + +224 +00:14:51,100 --> 00:14:54,200 +envelope in this envelope we are going to insert + +225 +00:14:54,200 --> 00:14:57,100 +our targeted letter and we will send it to the + +226 +00:14:57,100 --> 00:15:00,740 +address of our prospects sometimes some of the + +227 +00:15:00,740 --> 00:15:04,320 +sales company they might include with this message + +228 +00:15:04,320 --> 00:15:08,620 +or letter a brochure or a commercial material and + +229 +00:15:08,620 --> 00:15:10,700 +everything will be sealed and put in the envelope + +230 +00:15:10,700 --> 00:15:14,180 +and it will be shipped or transferred to the + +231 +00:15:14,180 --> 00:15:17,470 +address of the prospect this is happening + +232 +00:15:17,470 --> 00:15:19,690 +regularly and continuously in America for example + +233 +00:15:19,690 --> 00:15:24,310 +but in our country it isn't happening widely why + +234 +00:15:24,310 --> 00:15:28,330 +simply because we are suffering from poor mail + +235 +00:15:28,330 --> 00:15:32,990 +services our mail services are moderate they are + +236 +00:15:32,990 --> 00:15:39,790 +very limited and humble and humble so in this case + +237 +00:15:41,830 --> 00:15:44,570 +Do you think we are going to depend on personal + +238 +00:15:44,570 --> 00:15:47,330 +letters approach to contact with our customers or + +239 +00:15:47,330 --> 00:15:50,550 +prospects in Gaza in a very wide way? The answer + +240 +00:15:50,550 --> 00:15:55,390 +is no. So we have to talk to or talk about the + +241 +00:15:55,390 --> 00:16:01,730 +fourth approach which is sending emails. Emails or + +242 +00:16:01,730 --> 00:16:05,830 +email messages, they are having extra advantages + +243 +00:16:05,830 --> 00:16:09,380 +over the voice message. When we are saying voice + +244 +00:16:09,380 --> 00:16:12,160 +message, we are talking about phoning or telephing + +245 +00:16:12,160 --> 00:16:15,740 +ahead, which means it is possible to send a + +246 +00:16:15,740 --> 00:16:19,940 +message at a very little cost in time and money to + +247 +00:16:19,940 --> 00:16:24,000 +a large number of people. We can send email + +248 +00:16:24,000 --> 00:16:27,300 +message to millions and millions of persons in + +249 +00:16:27,300 --> 00:16:31,120 +just a few seconds and with a very minimal cost. + +250 +00:16:32,980 --> 00:16:35,320 +So is this a very nice approach to conduct with + +251 +00:16:35,320 --> 00:16:38,910 +our customer? Of course. The second advantage for + +252 +00:16:38,910 --> 00:16:42,510 +the email, email is giving you a chance as a + +253 +00:16:42,510 --> 00:16:45,990 +salesperson to make an attachment. With this + +254 +00:16:45,990 --> 00:16:48,950 +attachment, you can insert a chart, commercial + +255 +00:16:48,950 --> 00:16:51,650 +material, brochure about your sales organization, + +256 +00:16:51,950 --> 00:16:53,990 +and everything which you would like to send + +257 +00:16:53,990 --> 00:17:02,160 +through the attachment in the format of email. So + +258 +00:17:02,160 --> 00:17:05,500 +if we would like to assess now the four + +259 +00:17:05,500 --> 00:17:08,680 +alternatives or approaches of contacting our + +260 +00:17:08,680 --> 00:17:11,880 +customers, which one you are going to pick up? Or + +261 +00:17:11,880 --> 00:17:13,720 +in other words, + +262 +00:17:15,400 --> 00:17:17,880 +imagine you are going to make an interview as a + +263 +00:17:17,880 --> 00:17:20,620 +sales officer in one of the commercial sales + +264 +00:17:20,620 --> 00:17:24,750 +organizations in Gaza. During this interview, This + +265 +00:17:24,750 --> 00:17:27,350 +interviewer asked you this simple question, what + +266 +00:17:27,350 --> 00:17:29,610 +are the major approaches by which we can + +267 +00:17:29,610 --> 00:17:33,130 +communicate or contact with our customers? What + +268 +00:17:33,130 --> 00:17:34,730 +are you going to respond to him or her? + +269 +00:17:38,690 --> 00:17:39,250 +Personal, + +270 +00:17:42,610 --> 00:17:47,090 +meeting face to face, number two, phoning ahead, + +271 +00:17:47,370 --> 00:17:51,980 +number three, email message. If he is going to + +272 +00:17:51,980 --> 00:17:56,600 +tell you evaluate the approach of sending personal + +273 +00:17:56,600 --> 00:17:59,480 +letters to our customer, is it a nice step or + +274 +00:17:59,480 --> 00:18:01,980 +approach to contact our customer? Was it + +275 +00:18:01,980 --> 00:18:05,080 +applicable widely in Gaza? No, why? + +276 +00:18:08,100 --> 00:18:13,820 +Exactly. So, pick up approach and classify it to + +277 +00:18:13,820 --> 00:18:16,000 +be the most economical one. What's the most + +278 +00:18:16,000 --> 00:18:19,840 +economical one? Feasible one. Approach which can + +279 +00:18:19,840 --> 00:18:22,820 +be efficient and effective. Approach which cannot + +280 +00:18:22,820 --> 00:18:26,460 +cost us too much money or time or demand. Email + +281 +00:18:26,460 --> 00:18:30,140 +message. It is the best. Somebody is going to say, + +282 +00:18:30,260 --> 00:18:31,980 +but this isn't applicable to the Palestinian + +283 +00:18:31,980 --> 00:18:35,860 +context. No, you are mistaken. According to the + +284 +00:18:35,860 --> 00:18:39,040 +last statistics. which was published by the + +285 +00:18:39,040 --> 00:18:43,300 +Palestinian Bureau of Statistics. This report was + +286 +00:18:43,300 --> 00:18:47,060 +published one year ago. The report confirmed that + +287 +00:18:47,060 --> 00:18:50,440 +about 70% of the Gaza residents have internet + +288 +00:18:50,440 --> 00:18:55,140 +accessibility. So if we are talking about 70% this + +289 +00:18:55,140 --> 00:18:58,900 +means the internet is available in every almost + +290 +00:18:58,900 --> 00:19:03,720 +house or home. So is it a nice way to contact our + +291 +00:19:03,720 --> 00:19:04,600 +customers? Of course. + +292 +00:19:08,430 --> 00:19:10,590 +Any questions, any comments about this? This is + +293 +00:19:10,590 --> 00:19:15,030 +very important. It is in the exam. Clear? Go on. + +294 +00:19:16,470 --> 00:19:20,270 +Now, let's talk about the skills now. We are going + +295 +00:19:20,270 --> 00:19:26,730 +to begin talking about relating skills. Now, in + +296 +00:19:26,730 --> 00:19:30,150 +relating skills, we are going to look at this + +297 +00:19:30,150 --> 00:19:35,270 +text. We will circle words. These words are going + +298 +00:19:35,270 --> 00:19:35,910 +to be this. + +299 +00:19:39,440 --> 00:19:42,100 +these words is going to include this as well + +300 +00:19:42,100 --> 00:19:45,260 +somebody + +301 +00:19:45,260 --> 00:19:47,280 +is going to say why you are circling these two + +302 +00:19:47,280 --> 00:19:50,720 +words mainly the first word it means tension + +303 +00:19:50,720 --> 00:19:54,540 +second word it means anxiety anxiety means worry + +304 +00:19:54,540 --> 00:19:59,820 +attention means stress so both meanings are + +305 +00:19:59,820 --> 00:20:04,220 +negatives but why we are focusing or using them + +306 +00:20:04,220 --> 00:20:09,300 +simply because we are going to experiment them + +307 +00:20:09,300 --> 00:20:13,820 +especially in our first meeting with our prospects + +308 +00:20:13,820 --> 00:20:18,560 +at the few moments or at the very beginning of the + +309 +00:20:18,560 --> 00:20:22,560 +meeting both you as a salesperson you are going to + +310 +00:20:22,560 --> 00:20:27,120 +be tense and in return the prospect will suffer + +311 +00:20:27,120 --> 00:20:31,620 +from a high level of anxiety why? none of you + +312 +00:20:31,620 --> 00:20:36,120 +knows the other Why? None of you knows what is the + +313 +00:20:36,120 --> 00:20:38,580 +message which you are going to have from the + +314 +00:20:38,580 --> 00:20:42,380 +other. So the stress or the tension and the + +315 +00:20:42,380 --> 00:20:47,440 +anxiety is very high. Is this going to influence + +316 +00:20:47,440 --> 00:20:50,440 +your role as a salesperson? Of course, it is going + +317 +00:20:50,440 --> 00:20:53,820 +to influence our role. So what should we do? One + +318 +00:20:53,820 --> 00:20:58,080 +word, we should put our customer or prospect at + +319 +00:20:58,080 --> 00:21:02,990 +something which is called ease. Exactly, comfort. + +320 +00:21:03,750 --> 00:21:07,170 +In other words, sales persons must be sensitive + +321 +00:21:07,170 --> 00:21:10,710 +and they must not exercise any kind of pressure or + +322 +00:21:10,710 --> 00:21:15,530 +tension or nagging on the back of the prospects. + +323 +00:21:16,290 --> 00:21:19,430 +Give them the time and the space to think and to + +324 +00:21:19,430 --> 00:21:22,870 +decide. This is reminding us with what we stated + +325 +00:21:22,870 --> 00:21:25,490 +in the last classes. What did we say? Don't + +326 +00:21:25,490 --> 00:21:29,810 +cheapen your character nor your product. Keep your + +327 +00:21:29,810 --> 00:21:34,030 +personal dignity. Do you remember this? The same + +328 +00:21:34,030 --> 00:21:39,250 +thing here. Give the chance for the customer to + +329 +00:21:39,250 --> 00:21:42,650 +take his time and space and to think about the + +330 +00:21:42,650 --> 00:21:45,450 +offer and don't exercise any kind of pressure over + +331 +00:21:45,450 --> 00:21:51,070 +his back or her back. So the first few moments as + +332 +00:21:51,070 --> 00:21:54,790 +we said of the selling meeting are important. Why + +333 +00:21:54,790 --> 00:21:58,890 +they are important? Because according to this + +334 +00:21:58,890 --> 00:22:02,630 +first few moments The prospects will create + +335 +00:22:02,630 --> 00:22:04,870 +something called the first impression about you as + +336 +00:22:04,870 --> 00:22:08,670 +a salesperson. So we are talking about first + +337 +00:22:08,670 --> 00:22:11,310 +impression. This first impression is something + +338 +00:22:11,310 --> 00:22:14,230 +which is very important. If the first impression + +339 +00:22:14,230 --> 00:22:17,110 +is going to be positive, then you are going to + +340 +00:22:17,110 --> 00:22:19,750 +increase the probability of striking the sales + +341 +00:22:19,750 --> 00:22:22,510 +transaction successfully. But if the first + +342 +00:22:22,510 --> 00:22:26,110 +impression is negative, you might not succeed in + +343 +00:22:26,110 --> 00:22:30,890 +conducting this sales transaction. So the first + +344 +00:22:30,890 --> 00:22:34,350 +impression are crucial and after the first + +345 +00:22:34,350 --> 00:22:37,390 +impression will be formulated in the mentality and + +346 +00:22:37,390 --> 00:22:39,730 +in the heart of the prospect, it's very difficult + +347 +00:22:39,730 --> 00:22:43,770 +to change it. It's very difficult to change it. So + +348 +00:22:43,770 --> 00:22:46,970 +in this case, we have a test. The first impression + +349 +00:22:46,970 --> 00:22:50,510 +or the initial impression is going to be positive + +350 +00:22:50,510 --> 00:22:54,330 +if + +351 +00:22:54,330 --> 00:22:59,060 +you demonstrated to the prospect that you are + +352 +00:22:59,060 --> 00:23:03,580 +credible, you are competent, you are honest and + +353 +00:23:03,580 --> 00:23:04,220 +you are likeable. + +354 +00:23:07,120 --> 00:23:10,360 +You are credible, you are honest, you are likeable + +355 +00:23:10,360 --> 00:23:15,060 +and you are competent. If the prospect smells + +356 +00:23:15,060 --> 00:23:18,180 +these attributes in your character, he or she will + +357 +00:23:18,180 --> 00:23:25,050 +likes you as a salesperson. So, all the time, + +358 +00:23:25,210 --> 00:23:27,410 +don't ask, how are you? When the meeting will + +359 +00:23:27,410 --> 00:23:33,030 +begin. In our traditional social Arabic context, + +360 +00:23:33,470 --> 00:23:35,170 +whenever we are going to meet with a stranger, we + +361 +00:23:35,170 --> 00:23:38,810 +will begin by, how are you? In the same situation, + +362 +00:23:38,970 --> 00:23:44,090 +don't use these words. Rather than, begin by + +363 +00:23:44,090 --> 00:23:48,890 +thanking him or her. Thanks for your time. Thanks + +364 +00:23:48,890 --> 00:23:51,170 +for the time which you devoted for us to meet with + +365 +00:23:51,170 --> 00:23:59,090 +you. Now, and then directly hand the prospect your + +366 +00:23:59,090 --> 00:24:02,290 +business card, which is including your phone name, + +367 +00:24:02,850 --> 00:24:05,850 +title, name of the product or name of the company, + +368 +00:24:06,490 --> 00:24:09,150 +website and your email and cell phone numbers. + +369 +00:24:10,890 --> 00:24:16,360 +Later on, introduce yourself. introduce yourself + +370 +00:24:16,360 --> 00:24:18,480 +so here we are providing you with an actual + +371 +00:24:18,480 --> 00:24:22,060 +example for example this is a quote which means + +372 +00:24:22,060 --> 00:24:25,180 +this is an introductory statement said by a + +373 +00:24:25,180 --> 00:24:28,940 +salesperson to prospects when in the first moments + +374 +00:24:28,940 --> 00:24:33,880 +of the meeting the salesperson said hello mr smith + +375 +00:24:33,880 --> 00:24:39,900 +i am ahmed muhammad from x company thank you for + +376 +00:24:39,900 --> 00:24:44,820 +seeing me I'm here today to see if we can help you + +377 +00:24:44,820 --> 00:24:49,320 +saving money or save money somebody is going to + +378 +00:24:49,320 --> 00:24:53,660 +say how we are going to convince the prospect to + +379 +00:24:53,660 --> 00:24:57,140 +save money even though we are coming here to + +380 +00:24:57,140 --> 00:25:03,460 +convince him to buy from us is this a justifiable + +381 +00:25:03,460 --> 00:25:09,090 +question the answer is yes but remember saving + +382 +00:25:09,090 --> 00:25:13,950 +money can be achieved how? we will explain how now + +383 +00:25:13,950 --> 00:25:19,610 +but before we will explain the answer let's talk + +384 +00:25:19,610 --> 00:25:21,790 +about something which might be in the final exam + +385 +00:25:21,790 --> 00:25:28,690 +if the first moments of the meeting between the + +386 +00:25:28,690 --> 00:25:30,730 +prospect and the salesperson are going to be + +387 +00:25:30,730 --> 00:25:36,080 +crucial and very sensitive because the prospect + +388 +00:25:36,080 --> 00:25:38,240 +will create or formulate the first impression + +389 +00:25:38,240 --> 00:25:42,920 +about you as a salesperson then how we are going + +390 +00:25:42,920 --> 00:25:46,060 +to minimize the level of tension, the level of + +391 +00:25:46,060 --> 00:25:49,600 +anxiety between the prospect from one hand and the + +392 +00:25:49,600 --> 00:25:54,240 +salesperson from another hand by adopting three + +393 +00:25:54,240 --> 00:26:00,040 +major means number one, propriety which means + +394 +00:26:00,040 --> 00:26:05,600 +shows a buyer respect show a buyer or address in a + +395 +00:26:05,600 --> 00:26:09,400 +very appropriate way. All these things, the + +396 +00:26:09,400 --> 00:26:11,860 +respect and the address in a very appropriate way, + +397 +00:26:12,220 --> 00:26:16,620 +it means propriety. We are respecting the context + +398 +00:26:16,620 --> 00:26:21,440 +in which we are available in. A second means, you + +399 +00:26:21,440 --> 00:26:24,420 +as a salesperson, you must all the time + +400 +00:26:24,420 --> 00:26:27,860 +demonstrate your competence. You are understanding + +401 +00:26:27,860 --> 00:26:31,120 +very well the product which you are trying to sell + +402 +00:26:31,120 --> 00:26:34,750 +to this customer. You are knowing everything small + +403 +00:26:34,750 --> 00:26:38,190 +or big and spare parts or the conditions of the + +404 +00:26:38,190 --> 00:26:43,850 +terms behind this product. So if the prospect will + +405 +00:26:43,850 --> 00:26:45,870 +listen to you while you are presenting and talking + +406 +00:26:45,870 --> 00:26:48,710 +about your product, you will demonstrate his or + +407 +00:26:48,710 --> 00:26:52,670 +your competence. So competence is another tool by + +408 +00:26:52,670 --> 00:26:55,130 +which we can reduce the anxiety in the heart and + +409 +00:26:55,130 --> 00:26:58,610 +in the mind of our customers. A third tool, + +410 +00:26:59,190 --> 00:27:03,190 +commonality. Community means to find a shared + +411 +00:27:03,190 --> 00:27:07,090 +background by which you and your prospect can join + +412 +00:27:07,090 --> 00:27:11,870 +together. In other words, why you shouldn't ask + +413 +00:27:11,870 --> 00:27:14,710 +him about his interests? Why you shouldn't ask him + +414 +00:27:14,710 --> 00:27:17,490 +about the things which he or she likes? For + +415 +00:27:17,490 --> 00:27:21,250 +example, if your prospect tells you, I am one of + +416 +00:27:21,250 --> 00:27:25,120 +the big fans for Barcelona team, Tell him in + +417 +00:27:25,120 --> 00:27:28,860 +return, also I am one of the big fans of Barcelona + +418 +00:27:28,860 --> 00:27:33,300 +team, even though you might not like football. But + +419 +00:27:33,300 --> 00:27:36,500 +try to create what? A common background. Exactly. + +420 +00:27:38,400 --> 00:27:41,340 +This is something very important. All the time + +421 +00:27:41,340 --> 00:27:45,960 +remember, this is an instinct in the education and + +422 +00:27:45,960 --> 00:27:50,390 +an instinct in the humanity. People like to work + +423 +00:27:50,390 --> 00:27:53,490 +together or people love or like to be with the + +424 +00:27:53,490 --> 00:27:56,570 +people who are similar with them. In culture, in + +425 +00:27:56,570 --> 00:28:01,770 +attitudes, in language, in everything. Is this the + +426 +00:28:01,770 --> 00:28:05,310 +fate of our life? Yes. So all the time we try to + +427 +00:28:05,310 --> 00:28:09,130 +create a background by which we can create a sense + +428 +00:28:09,130 --> 00:28:13,350 +of commonality between you as a salesperson and a + +429 +00:28:13,350 --> 00:28:17,370 +prospect. The final tool by which we can minimize + +430 +00:28:17,370 --> 00:28:20,230 +this anxiety is something which is called Intent + +431 +00:28:20,230 --> 00:28:24,010 +Intent + +432 +00:28:24,010 --> 00:28:27,210 +means reveal your purpose of call process and pay + +433 +00:28:27,210 --> 00:28:32,970 +off of the buyer or be sincere or truthful say + +434 +00:28:32,970 --> 00:28:35,750 +what the buyer is going to pay and how much and in + +435 +00:28:35,750 --> 00:28:38,850 +which terms and how the business transaction is + +436 +00:28:38,850 --> 00:28:43,110 +going to be according to its actual terms and + +437 +00:28:43,110 --> 00:28:48,600 +conditions In other words, be honest. Be honest. + +438 +00:28:49,180 --> 00:28:52,060 +So these are the four means by which we can reduce + +439 +00:28:52,060 --> 00:28:55,140 +or minimize the anxiety in the heart and in the + +440 +00:28:55,140 --> 00:28:58,560 +mind of the prospect. This is very important. It + +441 +00:28:58,560 --> 00:29:03,680 +is in the final. Clear? Any question or comments? + +442 +00:29:04,840 --> 00:29:08,000 +Any question or comments? Now let's return back to + +443 +00:29:08,000 --> 00:29:12,680 +the question which we didn't answer, which is, we + +444 +00:29:12,680 --> 00:29:15,430 +will answer it. But let's first talk about + +445 +00:29:15,430 --> 00:29:19,590 +something called needs discovery skill. In the + +446 +00:29:19,590 --> 00:29:23,850 +interaction phase, a salesperson must have a skill + +447 +00:29:23,850 --> 00:29:27,010 +which is called needs discovery skill, which means + +448 +00:29:27,010 --> 00:29:33,050 +a salesperson must be an attentive listener. Is + +449 +00:29:33,050 --> 00:29:36,530 +this a skill? It's a skill. You might be surprised + +450 +00:29:36,530 --> 00:29:40,540 +by what I am stating or saying to you. Many of the + +451 +00:29:40,540 --> 00:29:43,180 +people they do not have the skill of listening + +452 +00:29:43,180 --> 00:29:45,960 +attentively to others. They do not want to listen + +453 +00:29:45,960 --> 00:29:49,220 +or they do not know how to listen. You as a + +454 +00:29:49,220 --> 00:29:52,600 +salesperson you must listen attentively. In other + +455 +00:29:52,600 --> 00:29:56,700 +words, listen as much as you can as a salesperson + +456 +00:29:56,700 --> 00:30:00,120 +and later on assess what is the need or the + +457 +00:30:00,120 --> 00:30:03,340 +problem exactly and later on try to think of the + +458 +00:30:03,340 --> 00:30:06,520 +alternative solutions and finally try to recommend + +459 +00:30:06,520 --> 00:30:11,270 +the best solution. is this skill it's a very + +460 +00:30:11,270 --> 00:30:14,490 +complicated skill which requires a huge training + +461 +00:30:14,490 --> 00:30:21,210 +practice and experience training practice and + +462 +00:30:21,210 --> 00:30:26,190 +experience and nobody can know or nobody can grasp + +463 +00:30:26,190 --> 00:30:30,610 +or gain this skill in a very easy way okay and + +464 +00:30:30,610 --> 00:30:33,230 +this is the meaning of what needs discovery skill + +465 +00:30:33,230 --> 00:30:37,500 +now let's come and answer our question our + +466 +00:30:37,500 --> 00:30:41,060 +question is the following how we are going as a + +467 +00:30:41,060 --> 00:30:44,440 +salesperson how we are going to demonstrate in our + +468 +00:30:44,440 --> 00:30:48,040 +introductory sentence that we are coming here to + +469 +00:30:48,040 --> 00:30:54,320 +save you money by two things all the time remember + +470 +00:30:54,320 --> 00:30:59,500 +the buyer will buy from you under two kinds of + +471 +00:30:59,500 --> 00:31:05,180 +motives motive number one task motive Motive + +472 +00:31:05,180 --> 00:31:10,240 +number two, personal motive. The task motive is + +473 +00:31:10,240 --> 00:31:14,960 +subdivided into two kinds of task motives. Number + +474 +00:31:14,960 --> 00:31:18,540 +one, productivity and number one, financially. + +475 +00:31:20,600 --> 00:31:23,900 +Productivity and financially. And later on we will + +476 +00:31:23,900 --> 00:31:26,560 +talk about them. Regarding the personal motives, + +477 +00:31:26,960 --> 00:31:30,960 +we are referring to what? Psychological motives. + +478 +00:31:31,820 --> 00:31:35,970 +In other words, We would like to show our + +479 +00:31:35,970 --> 00:31:40,590 +psychological feelings and emotions with our own + +480 +00:31:40,590 --> 00:31:43,550 +buyer or prospect. Let's explain them in a very + +481 +00:31:43,550 --> 00:31:46,410 +detailed way. Now let's begin talking about what? + +482 +00:31:47,190 --> 00:31:51,230 +The task motives. All the time remember as a + +483 +00:31:51,230 --> 00:31:53,670 +salesperson, the buyer will buy from you under + +484 +00:31:53,670 --> 00:31:58,030 +these circumstances. He or she, the buyer, will + +485 +00:31:58,030 --> 00:32:01,330 +think I'm going to buy from you because I have + +486 +00:32:01,330 --> 00:32:04,690 +productivity task motives. Productivity task + +487 +00:32:04,690 --> 00:32:09,290 +motives means what I am going to gain after I'm + +488 +00:32:09,290 --> 00:32:13,670 +going to buy from you. The buyer is thinking if + +489 +00:32:13,670 --> 00:32:17,270 +I'm going to buy from you, I'm going to achieve a + +490 +00:32:17,270 --> 00:32:19,890 +kind of more output. Output, if you do not like + +491 +00:32:19,890 --> 00:32:22,190 +this word, we can use the word quantity. + +492 +00:32:24,880 --> 00:32:29,460 +along with quality. So if I am going to increase + +493 +00:32:29,460 --> 00:32:31,680 +my probability of increasing the quantity of the + +494 +00:32:31,680 --> 00:32:34,400 +product or the quality of my product, I will go + +495 +00:32:34,400 --> 00:32:38,380 +and buy. So if this is the motive, this means its + +496 +00:32:38,380 --> 00:32:45,060 +kind is productivity task motive. Also, the buyer + +497 +00:32:45,060 --> 00:32:49,920 +will buy from you if he thinks that this business + +498 +00:32:49,920 --> 00:32:53,140 +transaction is going to be an easy transaction + +499 +00:32:53,140 --> 00:32:57,350 +with this effort. less cost, less labor force, + +500 +00:32:57,890 --> 00:33:00,930 +less stocking and so on. If it is less effort, + +501 +00:33:01,070 --> 00:33:03,930 +once again, this is going to be another or a + +502 +00:33:03,930 --> 00:33:06,090 +second productivity task motives. + +503 +00:33:08,690 --> 00:33:12,150 +Productivity task motives. When we are saying less + +504 +00:33:12,150 --> 00:33:15,190 +effort, remember, the effort is connected directly + +505 +00:33:15,190 --> 00:33:19,570 +also along with? Exactly, exactly, exactly. + +506 +00:33:22,340 --> 00:33:25,260 +But we classify it to be what? Productivity task + +507 +00:33:25,260 --> 00:33:31,280 +motives. On the other hand, the buyer will buy + +508 +00:33:31,280 --> 00:33:35,440 +from you sometimes because of the money task + +509 +00:33:35,440 --> 00:33:39,100 +motives. The money task motives is different. The + +510 +00:33:39,100 --> 00:33:42,340 +buyer will think I am going to buy from you + +511 +00:33:42,340 --> 00:33:46,520 +because this is going to be loss cost. For + +512 +00:33:46,520 --> 00:33:49,560 +example, ten days ago my wife phoned me and she + +513 +00:33:49,560 --> 00:33:53,720 +told me she would like me to purchase for her a + +514 +00:33:53,720 --> 00:33:58,180 +packet or a bottle of Nutella, chocolate. Why? + +515 +00:33:58,320 --> 00:34:01,880 +Because there was a commercial offer in metro. The + +516 +00:34:01,880 --> 00:34:05,920 +big bottle cost about 25 shekels and she told me + +517 +00:34:05,920 --> 00:34:09,920 +the offer is in 10 shekels. After I finished my + +518 +00:34:09,920 --> 00:34:12,520 +classes, I went and I hurried up over there and I + +519 +00:34:12,520 --> 00:34:16,500 +bought the bottles. Why? Because of what? Exactly. + +520 +00:34:17,660 --> 00:34:21,040 +The buyer is thinking in the same way. The buyer + +521 +00:34:21,040 --> 00:34:25,320 +will buy from you if he or she feels this is going + +522 +00:34:25,320 --> 00:34:29,440 +to be less costly for him or her. This is called + +523 +00:34:29,440 --> 00:34:34,180 +money, Taq motives. or the buyer will buy from you + +524 +00:34:34,180 --> 00:34:39,280 +if he or she feels he will gain profit after he + +525 +00:34:39,280 --> 00:34:42,600 +will buy from you if he or she will gain profit + +526 +00:34:42,600 --> 00:34:44,860 +especially if this customer is an organization + +527 +00:34:44,860 --> 00:34:50,300 +this is called what money task motives money task + +528 +00:34:50,300 --> 00:34:54,520 +motives any question about the task motives in the + +529 +00:34:54,520 --> 00:34:58,780 +exam very important let's go to the final thing in + +530 +00:34:58,780 --> 00:35:02,820 +the class We are going to talk about the final one + +531 +00:35:02,820 --> 00:35:07,940 +which is the personal. In the personal motives, + +532 +00:35:08,600 --> 00:35:14,240 +remember, the buyer once again, he or she by then + +533 +00:35:14,240 --> 00:35:17,280 +is a person, is a human being. Therefore, they + +534 +00:35:17,280 --> 00:35:20,800 +have feelings and emotions. In other words, the + +535 +00:35:20,800 --> 00:35:24,180 +buyer will buy from you if you as a salesperson + +536 +00:35:24,180 --> 00:35:30,790 +shows him or her a respect. If he or you shows a + +537 +00:35:30,790 --> 00:35:34,510 +kind of respect to him, you might be able to gain + +538 +00:35:34,510 --> 00:35:38,130 +his heart and by this way, the buyer will buy from + +539 +00:35:38,130 --> 00:35:42,850 +you because of personal motives. The same thing, + +540 +00:35:43,510 --> 00:35:47,730 +you as a salesperson, you must give them a + +541 +00:35:47,730 --> 00:35:50,490 +psychological impression that nothing will be done + +542 +00:35:50,490 --> 00:35:54,030 +without their approval. nothing will be done + +543 +00:35:54,030 --> 00:35:58,710 +without their approval or no business transaction + +544 +00:35:58,710 --> 00:36:04,710 +will happen without their own power and finally we + +545 +00:36:04,710 --> 00:36:07,390 +would like to be gratitude or thankful for them + +546 +00:36:07,390 --> 00:36:11,490 +recognition all these things must be expressed by + +547 +00:36:11,490 --> 00:36:13,070 +the communication language which you are using + +548 +00:36:13,070 --> 00:36:17,260 +between you and the prospect If the prospect are + +549 +00:36:17,260 --> 00:36:19,560 +convinced and got these psychological feelings, + +550 +00:36:20,120 --> 00:36:23,800 +this means he or she will buy from you according + +551 +00:36:23,800 --> 00:36:29,580 +to personal motives. Now, the business transaction + +552 +00:36:29,580 --> 00:36:32,960 +will be conducted successfully if you were able to + +553 +00:36:32,960 --> 00:36:36,080 +connect the two kinds of motives, the task as well + +554 +00:36:36,080 --> 00:36:39,800 +as the personal ones. If we were able to achieve + +555 +00:36:39,800 --> 00:36:43,150 +one kind of motives, also this is going to be good + +556 +00:36:43,150 --> 00:36:45,650 +and for sure you are going to get the business + +557 +00:36:45,650 --> 00:36:48,730 +transaction successfully but if none of them + +558 +00:36:48,730 --> 00:36:53,730 +achieved you will never buy anything any question + +559 +00:36:53,730 --> 00:36:57,590 +any comments thank you for listening see you next + +560 +00:36:57,590 --> 00:36:57,870 +time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8.srt new file mode 100644 index 0000000000000000000000000000000000000000..a6f7c5ca512df7fc1f04e88cc6fdb12d0a46cf05 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8.srt @@ -0,0 +1,1555 @@ +1 +00:00:20,910 --> 00:00:25,410 +Okay, good morning. Today, inshallah, we will + +2 +00:00:25,410 --> 00:00:29,670 +start working on the final chapter of the sales + +3 +00:00:29,670 --> 00:00:33,870 +management course. As you can see, the title of + +4 +00:00:33,870 --> 00:00:37,610 +this chapter is "leadership." I am sure you + +5 +00:00:37,610 --> 00:00:40,510 +studied leadership before, especially in the + +6 +00:00:40,510 --> 00:00:42,290 +course "Business Essentials Number One" and + +7 +00:00:42,290 --> 00:00:45,430 +"Business Essentials Number Two." Therefore, let's + +8 +00:00:45,430 --> 00:00:47,430 +start our discussion by asking this simple + +9 +00:00:47,430 --> 00:00:51,540 +question. Define leadership. How can we define it? + +10 +00:00:53,740 --> 00:00:56,600 +How can we define leadership? Haneen. Ability to + +11 +00:00:56,600 --> 00:00:59,500 +direct people towards achieving goals. Excellent. + +12 +00:01:00,480 --> 00:01:04,740 +So Haneen said, "Ability to direct others for + +13 +00:01:04,740 --> 00:01:07,420 +achieving a specific set of goals." Other + +14 +00:01:07,420 --> 00:01:07,940 +definitions? + +15 +00:01:10,780 --> 00:01:14,340 +Monitoring, controlling the staff to do the + +16 +00:01:14,340 --> 00:01:19,720 +specific goal. Good. A third definition? Function + +17 +00:01:19,720 --> 00:01:23,740 +of management. + +18 +00:01:26,280 --> 00:01:27,820 +Okay, good. + +19 +00:01:32,020 --> 00:01:35,820 +Excellent. I was looking for the word "influence." + +20 +00:01:37,280 --> 00:01:43,460 +So leadership means ability to + +21 +00:01:43,460 --> 00:01:44,320 +influence others. + +22 +00:01:49,810 --> 00:01:54,310 +based on ability + +23 +00:01:54,310 --> 00:01:59,490 +to convince others. + +24 +00:02:03,370 --> 00:02:09,190 +Based on ability to convince others. So if we + +25 +00:02:09,190 --> 00:02:12,030 +would like to influence and inspire other + +26 +00:02:12,030 --> 00:02:14,670 +members of the team, we must be able to convince + +27 +00:02:14,670 --> 00:02:18,060 +them to do something. So if you are able to + +28 +00:02:18,060 --> 00:02:20,200 +convince them, for sure they are going to obey you + +29 +00:02:20,200 --> 00:02:23,780 +and they will follow you. But if you are missing + +30 +00:02:23,780 --> 00:02:28,200 +this skill, which is called "influencing others" + +31 +00:02:28,200 --> 00:02:31,760 +based on convincing, it's very difficult to direct + +32 +00:02:31,760 --> 00:02:34,300 +and to manage and to lead the members of the team. + +33 +00:02:35,360 --> 00:02:37,800 +So convincing, here, it is a very essential and + +34 +00:02:37,800 --> 00:02:41,960 +crucial word. And we should shine a light on it. + +35 +00:02:42,740 --> 00:02:46,810 +Always remember, convincing is something + +36 +00:02:46,810 --> 00:02:50,490 +unique, a weapon which can be used by a leader, and + +37 +00:02:50,490 --> 00:02:54,710 +by this weapon he can lead and control the + +38 +00:02:54,710 --> 00:03:00,110 +behavior of the members of the team. So we should + +39 +00:03:00,110 --> 00:03:05,550 +destroy the stereotype that leaders can lead the + +40 +00:03:05,550 --> 00:03:07,550 +members of the team based on power and + +41 +00:03:07,550 --> 00:03:11,050 +authority. This is a stereotype, this is a false + +42 +00:03:11,050 --> 00:03:15,840 +conception. What is more important is convincing. + +43 +00:03:17,220 --> 00:03:21,900 +So let's go on. We will start by talking about + +44 +00:03:21,900 --> 00:03:24,400 +something called leadership skills. As you can see + +45 +00:03:24,400 --> 00:03:29,300 +in this figure, remember that leadership requires + +46 +00:03:29,300 --> 00:03:31,920 +a certain set of skills. Of course, what we are + +47 +00:03:31,920 --> 00:03:35,100 +teaching you now is a model of one of the theories + +48 +00:03:35,100 --> 00:03:38,470 +of leadership. If you are going to ask me how many + +49 +00:03:38,470 --> 00:03:40,710 +theories of leadership we have in management or + +50 +00:03:40,710 --> 00:03:44,290 +business administration, we have tens and tens. So + +51 +00:03:44,290 --> 00:03:49,110 +this is just a sample. This sample is saying a + +52 +00:03:49,110 --> 00:03:52,570 +leader should possess a certain set of skills, + +53 +00:03:52,810 --> 00:03:56,490 +including empowerment, which means encouraging + +54 +00:03:56,490 --> 00:04:02,150 +others; second, vision—knowing where he or she is + +55 +00:04:02,150 --> 00:04:07,150 +and where he or she is going to go; third, self- + +56 +00:04:07,150 --> 00:04:10,850 +understanding—means a leader can identify and + +57 +00:04:10,850 --> 00:04:15,190 +assess their own strengths and weaknesses; + +58 +00:04:15,190 --> 00:04:19,130 +shared values—in other words, the leader + +59 +00:04:19,130 --> 00:04:23,070 +realizes in a very clear way what is the set of + +60 +00:04:23,070 --> 00:04:27,010 +values that are common and shared by every + +61 +00:04:27,010 --> 00:04:30,510 +member within the team; and finally, intuition. + +62 +00:04:31,330 --> 00:04:35,740 +What's the meaning of intuition? In other words, a + +63 +00:04:35,740 --> 00:04:38,180 +quick reaction to scenarios and + +64 +00:04:38,180 --> 00:04:40,620 +situations and problems which might surround + +65 +00:04:40,620 --> 00:04:46,060 +us. So all these are a certain set of skills that + +66 +00:04:46,060 --> 00:04:49,000 +should be possessed by a leader. + +67 +00:04:49,460 --> 00:04:54,960 +Okay. Now this is a scenario. I am going to give + +68 +00:04:54,960 --> 00:04:59,200 +you three minutes. Read it quickly and tell me + +69 +00:04:59,200 --> 00:05:03,690 +what is going on. After that, we will ask other + +70 +00:05:03,690 --> 00:05:05,790 +questions about this scenario. Go on. Three + +71 +00:05:05,790 --> 00:05:06,090 +minutes. + +72 +00:05:27,690 --> 00:05:30,050 +Okay, somebody. What's going on here? + +73 +00:05:48,750 --> 00:05:49,870 +Exactly. Good. + +74 +00:05:55,070 --> 00:05:58,190 +How many years did this employee work with us? + +75 +00:05:58,490 --> 00:06:00,970 +For about six years. And how did the problem happen? + +76 +00:06:03,970 --> 00:06:08,250 +She is missing bringing business to the company and + +77 +00:06:08,250 --> 00:06:10,230 +she neglects other things like the reports. + +78 +00:06:10,250 --> 00:06:13,430 +Incomplete reports. Yes. This complaint was + +79 +00:06:13,430 --> 00:06:16,910 +presented by the other colleagues. They raised a + +80 +00:06:16,910 --> 00:06:19,650 +complaint to their supervisor or manager or + +81 +00:06:19,650 --> 00:06:24,330 +leader accusing this employee of not finalizing + +82 +00:06:24,330 --> 00:06:27,750 +required reports regarding their own customer. + +83 +00:06:28,290 --> 00:06:30,070 +What was the reaction of the leader or their + +84 +00:06:30,070 --> 00:06:30,310 +manager? + +85 +00:06:33,200 --> 00:06:35,660 +Exactly, what did he do with Jennifer? + +86 +00:06:40,420 --> 00:06:46,160 +Okay, number one, encouraging. Now we are talking + +87 +00:06:46,160 --> 00:06:48,620 +about the behavior of the what? Of the leader or the + +88 +00:06:48,620 --> 00:06:54,660 +manager? The manager encouraged Jennifer. How? By + +89 +00:06:54,660 --> 00:06:59,180 +saying, "We are trusting you." By trying to find + +90 +00:06:59,180 --> 00:07:03,980 +justifications for these incomplete reports. How + +91 +00:07:03,980 --> 00:07:07,960 +did he find justifications? + +92 +00:07:08,280 --> 00:07:14,000 +By saying, "I know you are very busy." So here, + +93 +00:07:14,480 --> 00:07:20,960 +number two, he is justifying the + +94 +00:07:20,960 --> 00:07:25,880 +incomplete reports that + +95 +00:07:25,880 --> 00:07:27,820 +were submitted by Jennifer. + +96 +00:07:33,870 --> 00:07:38,310 +Go on. He is providing Jennifer with a letter + +97 +00:07:38,310 --> 00:07:43,410 +which is saying, "We are trusting you that next + +98 +00:07:43,410 --> 00:07:48,010 +time you are going to fix the problem." Clear? For + +99 +00:07:48,010 --> 00:07:53,150 +giving her another letter which is, "It's a + +100 +00:07:53,150 --> 00:07:54,890 +pleasure to work with you." + +101 +00:07:59,650 --> 00:08:04,120 +Correct? What do you think of this behavior of the + +102 +00:08:04,120 --> 00:08:08,560 +manager toward this short-sighted performance + +103 +00:08:08,560 --> 00:08:12,100 +employee? What do you think of this reaction? Is + +104 +00:08:12,100 --> 00:08:17,600 +it good? Is it bad? Why? Who says it's good? Why? + +105 +00:08:19,520 --> 00:08:20,980 +Why say good? Why? + +106 +00:08:49,280 --> 00:08:52,100 +Let's repeat, go on. + +107 +00:09:03,170 --> 00:09:05,910 +So we are not talking about a gap or distance + +108 +00:09:05,910 --> 00:09:09,510 +between the two. That's fine. Now listen. All + +109 +00:09:09,510 --> 00:09:12,290 +of these things remind us of the definition + +110 +00:09:12,290 --> 00:09:15,910 +of leadership. We are talking about influence. + +111 +00:09:17,250 --> 00:09:21,100 +Imagine you were this employee. What is the impact + +112 +00:09:21,100 --> 00:09:23,460 +of these words and sentences that were spoken by + +113 +00:09:23,460 --> 00:09:26,340 +the manager, on your heart and on + +114 +00:09:26,340 --> 00:09:29,800 +your mind? Are you going to like and respect your + +115 +00:09:29,800 --> 00:09:33,520 +supervisor? Of course. Are you going to correct + +116 +00:09:33,520 --> 00:09:37,160 +your mistakes? Of course. Are you willing to + +117 +00:09:37,160 --> 00:09:39,100 +continue working under the command of this + +118 +00:09:39,100 --> 00:09:42,440 +supervisor or manager? Of course. Because of this + +119 +00:09:42,440 --> 00:09:45,560 +we are saying, "The manager or the leader here + +120 +00:09:45,560 --> 00:09:50,340 +adopted correct efforts and actions while + +121 +00:09:50,340 --> 00:09:54,660 +dealing with this problem." In our Palestinian + +122 +00:09:54,660 --> 00:09:58,280 +sector, sometimes managers might make + +123 +00:09:58,280 --> 00:10:03,420 +too many mistakes. They will say, "The best policy + +124 +00:10:03,420 --> 00:10:05,920 +to correct any mistakes or problems is to raise + +125 +00:10:05,920 --> 00:10:10,740 +the stick." This is wrong, absolutely wrong. Or to + +126 +00:10:10,740 --> 00:10:14,450 +misuse their authority. Or to use the power of + +127 +00:10:14,450 --> 00:10:19,510 +enforcement. Or to use the power of abuse. All + +128 +00:10:19,510 --> 00:10:22,930 +of these are mistaken behaviors. We should give them + +129 +00:10:22,930 --> 00:10:27,570 +up. Okay? Go on. Look at this scenario. Tell me + +130 +00:10:27,570 --> 00:10:29,530 +what's going on. Two minutes, quickly. + +131 +00:10:53,280 --> 00:10:55,140 +Okay, what's going on here? + +132 +00:10:59,780 --> 00:11:05,620 +Sarah, one of the salespeople in the company, is dealing + +133 +00:11:05,620 --> 00:11:08,720 +with a customer on the telephone very badly, without + +134 +00:11:08,720 --> 00:11:15,270 +using courteous treatment. + +135 +00:11:18,110 --> 00:11:25,050 +So the + +136 +00:11:25,050 --> 00:11:28,610 +employee or salesperson raised his voice at + +137 +00:11:28,610 --> 00:11:31,870 +the customer. Who heard him or who listened to + +138 +00:11:31,870 --> 00:11:38,930 +this? The manager. The manager decided to invite + +139 +00:11:38,930 --> 00:11:43,320 +him to his office. Why? To tell him that his + +140 +00:11:43,320 --> 00:11:46,780 +behavior is unacceptable. It is rejected by the + +141 +00:11:46,780 --> 00:11:48,160 +policy of the FAR. + +142 +00:11:51,120 --> 00:11:56,480 +What did the manager do, or how did the manager finalize or + +143 +00:11:56,480 --> 00:11:58,660 +complete this bad scenario? Which he witnessed? + +144 +00:12:00,700 --> 00:12:06,860 +Excellent. Excellent. So the leader, number one, + +145 +00:12:06,860 --> 00:12:10,100 +identified the problem; + +146 +00:12:14,010 --> 00:12:17,850 +second, gave a clear instruction. Let's call it + +147 +00:12:17,850 --> 00:12:22,590 +guidelines; three, these guidelines led to a + +148 +00:12:22,590 --> 00:12:23,590 +solution. + +149 +00:12:27,710 --> 00:12:32,250 +So the manager here, or the leader, he is accepting + +150 +00:12:32,250 --> 00:12:35,830 +and diagnosing the problem. He is providing + +151 +00:12:35,830 --> 00:12:38,550 +clear guidelines, which if we are going to + +152 +00:12:38,550 --> 00:12:40,990 +use, we are going to solve this scenario or the + +153 +00:12:40,990 --> 00:12:45,330 +problem. This is the leader. The leader is not + +154 +00:12:45,330 --> 00:12:49,050 +going to leave the employee alone in this scenario + +155 +00:12:49,050 --> 00:12:54,050 +or, in other words, this manager might misbehave + +156 +00:12:54,050 --> 00:12:57,350 +if he decided to invite this employee to the + +157 +00:12:57,350 --> 00:13:02,210 +office and raise his voice at this employee + +158 +00:13:02,210 --> 00:13:06,690 +saying to him, "You are a bad salesperson; you are + +159 +00:13:06,690 --> 00:13:10,770 +damaging the image of our company, then I'm going + +160 +00:13:10,770 --> 00:13:14,430 +to give you a warning, and that's it." Is + +161 +00:13:14,430 --> 00:13:18,470 +this a solution for this scenario? No. God knows + +162 +00:13:18,470 --> 00:13:23,190 +this salesperson might face another scenario in + +163 +00:13:23,190 --> 00:13:26,350 +the future. So do you think this salesperson is + +164 +00:13:26,350 --> 00:13:28,650 +going to handle the new scenario in a very + +165 +00:13:28,650 --> 00:13:33,290 +nice way? We doubt it. Why? Because the leader + +166 +00:13:33,290 --> 00:13:35,750 +didn't provide him with any guidelines, with any + +167 +00:13:35,750 --> 00:13:38,730 +recommendations, with any steps to overcome any + +168 +00:13:38,730 --> 00:13:44,340 +similar situation in the future. Clear? The role + +169 +00:13:44,340 --> 00:13:48,200 +of the leader is very significant and extensive. The role of + +170 +00:13:48,200 --> 00:13:51,180 +the leader is comprehensive. The role of the + +171 +00:13:51,180 --> 00:13:53,700 +leader is not restricted to the authority or the + +172 +00:13:53,700 --> 00:13:58,060 +power which he or she can use. But it includes + +173 +00:13:58,060 --> 00:14:03,580 +guidance, education, training, advice, + +174 +00:14:03,980 --> 00:14:06,600 +recommendations, and so on. Farah, what would you + +175 +00:14:06,600 --> 00:14:06,960 +like to say? + +176 +00:14:21,670 --> 00:14:26,810 +Exactly, exactly, exactly. + +177 +00:14:26,810 --> 00:14:31,190 +And we are focusing on the policy; this is priority + +178 +00:14:31,190 --> 00:14:36,130 +number one for us as a sales company. Good. Listen, + +179 +00:14:36,130 --> 00:14:38,890 +these are assertiveness steps which should be + +180 +00:14:38,890 --> 00:14:41,030 +adopted by the sales manager, where we are + +181 +00:14:41,030 --> 00:14:43,970 +providing you with some information, like describing + +182 +00:14:43,970 --> 00:14:47,350 +what you see is going on; we can use this quote, and + +183 +00:14:47,350 --> 00:14:51,340 +so on. Try to read them at home. Well, let's go to + +184 +00:14:51,340 --> 00:14:56,560 +another thing. Now, let's begin our discussion by + +185 +00:14:56,560 --> 00:14:58,160 +asking you this similar question. Do you believe + +186 +00:14:58,160 --> 00:15:02,360 +in change? Or do you like change? When we + +187 +00:15:02,360 --> 00:15:03,940 +are saying, "Do you like change?", we are not + +188 +00:15:03,940 --> 00:15:06,960 +talking hypothetically. We are not talking in + +189 +00:15:06,960 --> 00:15:12,160 +theory. I am talking practically. In other words, in + +190 +00:15:12,160 --> 00:15:14,200 +your personality, in your nature, in your daily work, + +191 +00:15:14,480 --> 00:15:18,390 +or in your daily life, do you like or do you love + +192 +00:15:18,390 --> 00:15:22,290 +or do you prefer change? Yes, no, why? + +193 +00:15:26,410 --> 00:15:29,390 +If you are going to ask me the same question, I + +194 +00:15:29,390 --> 00:15:33,270 +might tell you, "I like routine." Oh, this is real. + +195 +00:15:34,230 --> 00:15:37,290 +Somebody is going to say, "Why?" Because, listen, + +196 +00:15:37,410 --> 00:15:39,710 +human beings lack something called + +197 +00:15:39,710 --> 00:15:40,170 +certainty. + +198 +00:15:43,820 --> 00:15:47,320 +With certainty, we are not going to experience or face + +199 +00:15:47,320 --> 00:15:52,440 +surprises. In other words, surprises and + +200 +00:15:52,440 --> 00:15:55,880 +things that we cannot predict, their probability + +201 +00:15: + +223 +00:17:23,450 --> 00:17:26,170 +questionnaire; the questionnaire consists of + +224 +00:17:26,170 --> 00:17:30,250 +18 sentences. I want you to read them and try to + +225 +00:17:30,250 --> 00:17:33,850 +answer or to formulate an answer for them. In other + +226 +00:17:33,850 --> 00:17:37,630 +words, sentence number one, "I try new ideas and + +227 +00:17:37,630 --> 00:17:40,970 +new approaches to problems." Try to evaluate + +228 +00:17:40,970 --> 00:17:44,210 +yourself realistically, not according to what should be + +229 +00:17:44,210 --> 00:17:47,490 +done, but according to what you are actually doing + +230 +00:17:47,490 --> 00:17:50,970 +in your daily life. Try to use one of these + +231 +00:17:50,970 --> 00:17:53,070 +answers. For example, I might say this. + +232 +00:17:54,870 --> 00:17:57,050 +Another person might say this for the second + +233 +00:17:57,050 --> 00:18:00,970 +sentence, and so on. Begin. These are six sentences + +234 +00:18:00,970 --> 00:18:02,470 +and I'm going to give you two minutes to answer + +235 +00:18:02,470 --> 00:18:07,990 +them quickly. Give the answer. Write the letter + +236 +00:18:07,990 --> 00:18:11,670 +down. In other words, write down your answer for sentence number one, + +237 +00:18:11,670 --> 00:18:16,410 +for example, then sentence number two, and so on + +238 +00:18:16,410 --> 00:18:16,750 +quickly. + +239 +00:18:20,400 --> 00:18:24,080 +Remember, try to reflect on these sentences according + +240 +00:18:24,080 --> 00:18:25,540 +to your actual life. + +241 +00:18:36,600 --> 00:18:39,560 +Sentence number two, "I take things or situations + +242 +00:18:39,560 --> 00:18:42,500 +apart to find out how they work." It's easy. Number + +243 +00:18:42,500 --> 00:18:47,760 +three, "I can be counted on." I can depend on my friends to find a new use for existing methods. + +244 +00:18:47,760 --> 00:18:51,620 +My friends will find a new use for existing methods. + +245 +00:18:52,040 --> 00:18:54,460 +In other words, my friends are eager to + +246 +00:18:54,460 --> 00:18:57,520 +help find a solution for this scenario. This is + +247 +00:18:57,520 --> 00:19:01,700 +the meaning of sentence number three. Go on. After + +248 +00:19:01,700 --> 00:19:03,180 +you are done, tell me you are done. + +249 +00:19:09,000 --> 00:19:11,080 +Somebody might say this is applicable within + +250 +00:19:11,080 --> 00:19:13,880 +companies employing individuals in firms. No. Also, this + +251 +00:19:13,880 --> 00:19:16,920 +is applicable to us in daily life. + +252 +00:19:19,500 --> 00:19:21,500 +If you do not understand one of the sentences, + +253 +00:19:21,740 --> 00:19:26,040 +raise your hand. Five, "I demonstrate originality." + +254 +00:19:26,560 --> 00:19:29,560 +Originality means innovation. Originality means + +255 +00:19:29,560 --> 00:19:34,420 +*asala*. In other words, I am always adopting + +256 +00:19:34,420 --> 00:19:37,240 +new techniques, methods, and + +257 +00:19:37,240 --> 00:19:40,680 +approaches which haven't been experimented with or used by + +258 +00:19:40,680 --> 00:19:45,980 +others. Originality, *asala*. Demonstrate, prove, + +259 +00:19:46,620 --> 00:19:46,920 +show. + +260 +00:19:56,920 --> 00:19:57,760 +Done? + +261 +00:20:00,520 --> 00:20:01,360 +Done? + +262 +00:20:04,480 --> 00:20:08,540 +Okay, another six. Quickly. + +263 +00:20:16,460 --> 00:20:19,780 +If you do not understand a sentence, raise your + +264 +00:20:19,780 --> 00:20:20,040 +hand. + +265 +00:20:34,340 --> 00:20:37,080 +Write down the number and your answer. + +266 +00:20:37,300 --> 00:20:37,760 +That's it. + +267 +00:20:53,560 --> 00:20:59,220 +Shy. In other words, if my friends were asked, + +268 +00:21:00,100 --> 00:21:03,970 +they would say I am reserved. Shy, hesitant to respond, + +269 +00:21:04,730 --> 00:21:09,450 +hesitant to participate. Why here? It refers to + +270 +00:21:09,450 --> 00:21:11,790 +the actions of each friend. + +271 +00:21:33,060 --> 00:21:39,480 +Done? Eleven? "I am impulsive; I rarely stick to the + +272 +00:21:39,480 --> 00:21:43,800 +rules or follow protocol." In other words, + +273 +00:21:43,800 --> 00:21:46,960 +protocols, rules, and norms are not inflexible. + +274 +00:21:47,960 --> 00:21:50,840 +Sometimes I can deviate from them. It depends on the + +275 +00:21:50,840 --> 00:21:52,480 +situation. + +276 +00:21:58,480 --> 00:21:59,200 +Finished? + +277 +00:22:01,940 --> 00:22:02,660 +Done? + +278 +00:22:05,340 --> 00:22:09,080 +Go to the final set of questions. Final set. + +279 +00:22:27,240 --> 00:22:32,340 +Which centers on Hanin? I probably will not refuse + +280 +00:22:32,340 --> 00:22:34,860 +ambiguous job assignments. Refuse, leave, + +281 +00:22:35,080 --> 00:22:39,520 +ignore, avoid. On the contrary, I am going to accept + +282 +00:22:39,520 --> 00:22:40,260 +them. + +283 +00:22:54,620 --> 00:22:58,690 +Fifteen people who departed, left, from the + +284 +00:22:58,690 --> 00:23:01,070 +accepted organizational routine should not be + +285 +00:23:01,070 --> 00:23:01,490 +punished. + +286 +00:23:23,760 --> 00:23:26,940 +As we said, this isn't only applicable to the + +287 +00:23:26,940 --> 00:23:28,660 +employees in organizations. It is also applicable + +288 +00:23:28,660 --> 00:23:31,200 +to us. We treat our families as + +289 +00:23:31,200 --> 00:23:33,760 +organizations. We treat our colleagues + +290 +00:23:33,760 --> 00:23:36,640 +and classmates as organizations. We treat + +291 +00:23:36,640 --> 00:23:38,740 +our friends in the neighborhood as organizations. + +292 +00:23:39,620 --> 00:23:41,100 +We will demonstrate this later. + +293 +00:23:44,780 --> 00:23:45,200 +Done? + +294 +00:23:51,480 --> 00:23:53,240 +Now. Done? + +295 +00:23:56,590 --> 00:24:01,850 +SA (Strongly Agree) is evaluated by five points. SD (Strongly Disagree) is evaluated by one + +296 +00:24:01,850 --> 00:24:05,710 +point. This is four, three, two. Try to calculate + +297 +00:24:05,710 --> 00:24:06,810 +your answer quickly. + +298 +00:24:09,790 --> 00:24:11,530 +Try to calculate your answer. + +299 +00:24:15,250 --> 00:24:18,990 +Strongly agree, five points. Agree, four points. + +300 +00:24:20,390 --> 00:24:24,550 +Undecided, three points. Disagree, two points. Strongly + +301 +00:24:24,550 --> 00:24:30,110 +disagree, one point. Now try to + +302 +00:24:30,110 --> 00:24:32,770 +calculate your total score from the 18 + +303 +00:24:32,770 --> 00:24:37,870 +sentences. From the 18 sentences. The 18 + +304 +00:24:37,870 --> 00:24:40,890 +sentences, as we said, comprise the questionnaire. + +305 +00:24:40,890 --> 00:24:42,130 +items. + +306 +00:24:53,470 --> 00:24:58,850 +(inaudible) + +307 +00:25:20,130 --> 00:25:21,530 +(inaudible) + +308 +00:25:57,960 --> 00:26:03,680 +Done? Look at these two scores: 72 and 45. If your score is over 72, this means you + +309 +00:26:03,680 --> 00:26:10,330 +are an originator. This means you believe in, like, and implement change. But if your score is less + +310 +00:26:10,330 --> 00:26:13,490 +than 45, this means you are comfortable with routine. + +311 +00:26:13,490 --> 00:26:18,390 +You do not like to change anything in your life. + +312 +00:26:18,390 --> 00:26:21,610 +Now the question is developing. Who got over 72? + +313 +00:26:22,090 --> 00:26:24,490 +Over 72. Farah? Okay, who got below 45? Forty-five? + +314 +00:26:25,150 --> 00:26:28,550 +Now the question is, who scored over 72? + +315 +00:26:29,410 --> 00:26:36,400 +Over 72. Farah? Okay, who scored below 45? + +316 +00:26:38,680 --> 00:26:38,780 +Okay, + +317 +00:26:42,360 --> 00:26:46,220 +Any other questions? Okay, Iman, what was your score? + +318 +00:26:47,680 --> 00:26:50,560 +Sixty-eight. Okay, it depends. Good. Another one? + +319 +00:26:50,800 --> 00:26:53,320 +Sixty-eight; by the way, that's close to 72. + +320 +00:26:53,320 --> 00:26:59,380 +Six to four? Okay, who scored in the sixties? + +321 +00:27:01,700 --> 00:27:09,790 +In the fifties? Fifties? Forties? Forties. You are too + +322 +00:27:09,790 --> 00:27:13,570 +worried. This means you are anxious. You are full + +323 +00:27:13,570 --> 00:27:17,470 +of anxiety. You worry too much. Therefore, you + +324 +00:27:17,470 --> 00:27:21,950 +are also planning too much. To avoid what? Or to + +325 +00:27:21,950 --> 00:27:27,250 +mitigate the level of uncertainty. Listen, + +326 +00:27:27,330 --> 00:27:31,220 +let's begin with you, Amna. Do you think this + +327 +00:27:31,220 --> 00:27:33,840 +questionnaire accurately reflects your character? Your actual + +328 +00:27:33,840 --> 00:27:37,480 +character? You worry too much, you plan too much, + +329 +00:27:38,240 --> 00:27:42,860 +you do not want to fail? Not exactly. What about + +330 +00:27:42,860 --> 00:27:50,800 +you? Go on. Does it reflect your character, and you? + +331 +00:27:52,160 --> 00:27:56,140 +Almost. Amen. Yes, I feel that it reflects my + +332 +00:27:56,140 --> 00:27:56,900 +personality. + +333 +00:28:00,060 --> 00:28:02,980 +Okay, any questions? Any comments about the + +334 +00:28:02,980 --> 00:28:08,080 +questionnaire? Let's move on. Let's conclude now. Now + +335 +00:28:08,080 --> 00:28:09,840 +we are going to talk about the four styles of + +336 +00:28:09,840 --> 00:28:13,440 +leadership. These four styles are determined + +337 +00:28:13,440 --> 00:28:16,640 +by two variables. Variable number one, we call + +338 +00:28:16,640 --> 00:28:19,780 +it supportive behavior. Variable number two, we + +339 +00:28:19,780 --> 00:28:23,810 +call it directive behavior. Now variable number + +340 +00:28:23,810 --> 00:28:26,150 +one, which is called supportive behavior, can sometimes + +341 +00:28:26,150 --> 00:28:28,930 +be high and sometimes low. The same is true for directive behavior; + +342 +00:28:28,930 --> 00:28:30,450 +it can sometimes be high and sometimes low. + +343 +00:28:30,450 --> 00:28:33,250 +The outcome of the interaction between these + +344 +00:28:33,250 --> 00:28:37,770 +two variables will be four styles of + +345 +00:28:37,770 --> 00:28:40,810 +leadership. In other words, if the manager + +346 +00:28:40,810 --> 00:28:46,770 +exhibits very low directive behavior and very low supportive behavior, this + +347 +00:28:46,770 --> 00:28:51,480 +means that style will be delegation. In other words, this manager likes to + +350 +00:28:57,740 --> 00:29:03,080 +delegate authority to the rest of the + +351 +00:29:03,080 --> 00:29:05,660 +team members. The opposite of this style is + +352 +00:29:05,660 --> 00:29:10,520 +selling. In other words, the leadership style + +353 +00:29:10,520 --> 00:29:15,680 +is characterized as selling, which means that + +354 +00:29:15,680 --> 00:29:18,240 +the manager or supervisor has very + +355 +00:29:18,240 --> 00:29:22,300 +high directive behavior and very high + +356 +00:29:22,300 --> 00:29:25,480 +supportive behavior. Selling behavior means that + +357 +00:29:26,340 --> 00:29:29,480 +the salesperson can do whatever he wants to + +358 +00:29:29,480 --> 00:29:33,080 +do. If he makes a mistake, he will be + +359 +00:29:33,080 --> 00:29:36,880 +supported and later directed. Everything can be done and carried out by the + +360 +00:29:36,880 --> 00:29:41,500 +salesperson. And this style is called what? + +361 +00:29:41,500 --> 00:29:44,580 +Selling. In telling, it means that + +362 +00:29:44,580 --> 00:29:46,940 +the supervisor or manager likes to provide instructions and + +363 +00:29:47,480 --> 00:29:54,220 +guidelines for the salespersons. Therefore, in telling, we are talking about + +364 +00:29:54,220 --> 00:29:57,440 +high levels of direction but low support. In + +365 +00:29:57,440 --> 00:30:01,920 +other words, the telling style means that the salesperson + +366 +00:30:01,920 --> 00:30:04,720 +will be given instructions, guidelines and advice. However, if he or + +367 +00:30:04,720 --> 00:30:09,640 +she makes a mistake, they will not be supported enough. They might be + +368 +00:30:09,640 --> 00:30:13,200 +punished. Clear? Supportive behavior means that the + +369 +00:30:13,200 --> 00:30:16,610 +salesperson or manager exhibits a very + +370 +00:30:16,610 --> 00:30:20,090 +high level of supportive behavior contrasted with a low level of directive behavior. This + +371 +00:30:20,090 --> 00:30:23,650 +style is called what? Supportive behavior. In + +372 +00:30:23,650 --> 00:30:26,570 +other words, our leader or manager is very supportive + +373 +00:30:26,570 --> 00:30:33,230 +and believes in our abilities. Because of this, he or she does not + +374 +00:30:33,230 --> 00:30:36,690 +provide excessive instructions or + +375 +00:30:36,690 --> 00:30:39,850 +directions. These are four styles + +376 +00:30:39,850 --> 00:30:43,400 +of leadership based on supportive and + +377 +00:30:43,400 --> 00:30:45,860 +directive behavior. This is important. Any + +378 +00:30:45,860 --> 00:30:48,460 +questions or comments? Let's move on, finally. Now we + +379 +00:30:48,460 --> 00:30:52,900 +are going to talk about teams. Regarding teams, + +380 +00:30:52,900 --> 00:30:55,700 +or groups; the team or the group + +381 +00:30:55,700 --> 00:30:59,480 +is founded on four major factors. + +382 +00:30:59,480 --> 00:31:03,940 +Number one, activities. If you + +383 +00:31:03,940 --> 00:31:08,020 +like reading and I like reading, we can be friends + +384 +00:31:08,020 --> 00:31:12,330 +and in the same team. If you like this type of meal or + +385 +00:31:12,330 --> 00:31:18,050 +food, we can be friends. We use the word can or + +386 +00:31:18,050 --> 00:31:20,950 +may. Why? Because we haven't yet + +387 +00:31:21,790 --> 00:31:25,950 +considered the other factors. This is what we mean by + +388 +00:31:26,050 --> 00:31:29,590 +activities; common activities shared by a group of employees, individuals, or people. + +389 +00:31:30,290 --> 00:31:34,550 +A second factor is interactions. + +390 +00:31:34,550 --> 00:31:37,670 +In other words, we can interact with each other. If + +391 +00:31:37,670 --> 00:31:42,990 +you have a happy event, I will congratulate you. If you are experiencing sadness, + +392 +00:31:42,990 --> 00:31:47,110 +I will offer my condolences. So, we're talking + +393 +00:31:47,110 --> 00:31:51,650 +about interactions. We also talk about sentiments, based on + +394 +00:31:51,650 --> 00:31:53,810 +love and hate. If there's love, this could lead to + +395 +00:31:53,810 --> 00:31:57,570 +unity. If there's hate, this could break up the team. + +396 +00:31:57,570 --> 00:31:59,710 +Finally, we are discussing norms; norms + +397 +00:31:59,710 --> 00:32:03,130 +determine acceptable and unacceptable behaviors. + +398 +00:32:03,130 --> 00:32:05,230 +Not every behavior + +399 +00:32:05,230 --> 00:32:09,570 +is acceptable. If common norms justify + +400 +00:32:09,570 --> 00:32:13,610 +acceptable behavior, this strengthens team formation. + +401 +00:32:13,610 --> 00:32:16,130 +If all these elements align, + +402 +00:32:16,130 --> 00:32:18,910 +a team or group is formed. If a member + +403 +00:32:18,910 --> 00:32:22,210 +chooses different interactions or activities, this signifies + +404 +00:32:22,210 --> 00:32:25,910 +withdrawal from the team. Someone might ask why we teach this. We are discussing + +405 +00:32:25,910 --> 00:32:28,990 +leadership and management, leaders + +406 +00:32:28,990 --> 00:32:33,710 +and managers have a responsibility to form teams. Therefore, we should be + +407 +00:32:33,710 --> 00:32:38,850 +able to identify who will work well together, + +408 +00:32:38,850 --> 00:32:42,610 +and who will not work together. + +409 +00:32:43,190 --> 00:32:46,670 +This is important. Any questions or comments? Next + +410 +00:32:46,670 --> 00:32:49,810 +time, we will continue discussing leadership + +411 +00:32:49,810 --> 00:32:53,670 +factors in sales management. Any questions? Thank + +412 +00:32:53,670 --> 00:32:57,470 +you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..04982b1b1f491372aeccdfe795f8824bcfa00456 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_postprocess.srt @@ -0,0 +1,1740 @@ +1 +00:00:20,910 --> 00:00:25,410 +Okay, good morning. Today, inshallah, we will + +2 +00:00:25,410 --> 00:00:29,670 +start working on the final chapter of the sales + +3 +00:00:29,670 --> 00:00:33,870 +management course. As you can see, the title of + +4 +00:00:33,870 --> 00:00:37,610 +this chapter is a leadership. I am sure you + +5 +00:00:37,610 --> 00:00:40,510 +studied leadership before, especially in the + +6 +00:00:40,510 --> 00:00:42,290 +course of business essential number one and + +7 +00:00:42,290 --> 00:00:45,430 +business essential number two. Therefore, let's + +8 +00:00:45,430 --> 00:00:47,430 +start our discussion by asking this simple + +9 +00:00:47,430 --> 00:00:51,540 +question. Define leadership. How can we define it? + +10 +00:00:53,740 --> 00:00:56,600 +How can we define leadership? Haneen. Ability to + +11 +00:00:56,600 --> 00:00:59,500 +direct people towards achieving goals. Excellent. + +12 +00:01:00,480 --> 00:01:04,740 +So Haneen said ability to direct others for + +13 +00:01:04,740 --> 00:01:07,420 +achieving specific set of goals. Other + +14 +00:01:07,420 --> 00:01:07,940 +definitions. + +15 +00:01:10,780 --> 00:01:14,340 +Monitoring, controlling the staff to do the + +16 +00:01:14,340 --> 00:01:19,720 +specific goal. Good. A third definition. Function + +17 +00:01:19,720 --> 00:01:23,740 +of management. + +18 +00:01:26,280 --> 00:01:27,820 +Okay, good. + +19 +00:01:32,020 --> 00:01:35,820 +Excellent. I was looking for the word influence. + +20 +00:01:37,280 --> 00:01:43,460 +So leadership means ability to + +21 +00:01:43,460 --> 00:01:44,320 +influence others. + +22 +00:01:49,810 --> 00:01:54,310 +based on ability + +23 +00:01:54,310 --> 00:01:59,490 +of convincing others. + +24 +00:02:03,370 --> 00:02:09,190 +Based on ability of convincing others. So if we + +25 +00:02:09,190 --> 00:02:12,030 +would like to influence and inspire the other + +26 +00:02:12,030 --> 00:02:14,670 +members of the team, we must be able to convince + +27 +00:02:14,670 --> 00:02:18,060 +them of doing something. So if you are able to + +28 +00:02:18,060 --> 00:02:20,200 +convince them, for sure they are going to obey you + +29 +00:02:20,200 --> 00:02:23,780 +and they will follow you. But if you are missing + +30 +00:02:23,780 --> 00:02:28,200 +this skill, which is called influencing others + +31 +00:02:28,200 --> 00:02:31,760 +based on convincing, it's very difficult to direct + +32 +00:02:31,760 --> 00:02:34,300 +and to manage and to lead the members of the team. + +33 +00:02:35,360 --> 00:02:37,800 +So convincing here, it is a very essential and + +34 +00:02:37,800 --> 00:02:41,960 +crucial word. And we should zoom the light on it. + +35 +00:02:42,740 --> 00:02:46,810 +All the time, remember, Convincing is something + +36 +00:02:46,810 --> 00:02:50,490 +unique, a weapon which can be used by a leader and + +37 +00:02:50,490 --> 00:02:54,710 +by this weapon he can lead and control the + +38 +00:02:54,710 --> 00:03:00,110 +behavior of the members of the team. So we should + +39 +00:03:00,110 --> 00:03:05,550 +destroy the stereotype that leaders can lead the + +40 +00:03:05,550 --> 00:03:07,550 +members of the team based on the power and + +41 +00:03:07,550 --> 00:03:11,050 +authority. This is a stereotype, this is false + +42 +00:03:11,050 --> 00:03:15,840 +conception. What is more important is convincing. + +43 +00:03:17,220 --> 00:03:21,900 +So let's go on. We will start by talking about + +44 +00:03:21,900 --> 00:03:24,400 +something called leadership skills. As you can see + +45 +00:03:24,400 --> 00:03:29,300 +in this figure, remember that leadership requires + +46 +00:03:29,300 --> 00:03:31,920 +a certain set of skills. Of course, what we are + +47 +00:03:31,920 --> 00:03:35,100 +teaching you now is a model of one of the theories + +48 +00:03:35,100 --> 00:03:38,470 +of leadership. If you are going to ask me how many + +49 +00:03:38,470 --> 00:03:40,710 +theories of leadership we have in management or + +50 +00:03:40,710 --> 00:03:44,290 +business administration, we have tens and tens. So + +51 +00:03:44,290 --> 00:03:49,110 +this is just a sample. This sample is saying a + +52 +00:03:49,110 --> 00:03:52,570 +leader should possess certain set of skills, + +53 +00:03:52,810 --> 00:03:56,490 +including empowerment, which means encouraging + +54 +00:03:56,490 --> 00:04:02,150 +others, second vision, knows where he or she is + +55 +00:04:02,150 --> 00:04:07,150 +and where he or she is going to go. Third, self + +56 +00:04:07,150 --> 00:04:10,850 +-understanding means a leader can identify and + +57 +00:04:10,850 --> 00:04:15,190 +assess their own strength point and weakness point + +58 +00:04:15,190 --> 00:04:19,130 +of value congregants. In other words, the leader + +59 +00:04:19,130 --> 00:04:23,070 +realizes in a very clear way what is the set of + +60 +00:04:23,070 --> 00:04:27,010 +the values which are common and shared by every + +61 +00:04:27,010 --> 00:04:30,510 +member within the team. And finally, intuition. + +62 +00:04:31,330 --> 00:04:35,740 +What's the meaning of intuition? In other words, a + +63 +00:04:35,740 --> 00:04:38,180 +quick reaction for the scenarios and the + +64 +00:04:38,180 --> 00:04:40,620 +situations and the problems which might surround + +65 +00:04:40,620 --> 00:04:46,060 +us. So all these are a certain set of skills that + +66 +00:04:46,060 --> 00:04:49,000 +should be possessed by the character of a leader. + +67 +00:04:49,460 --> 00:04:54,960 +Okay. Now this is a scenario. I am going to give + +68 +00:04:54,960 --> 00:04:59,200 +you three minutes. Read it quickly and tell me + +69 +00:04:59,200 --> 00:05:03,690 +what is going on. After that, we will ask other + +70 +00:05:03,690 --> 00:05:05,790 +questions about this scenario. Go on. Three + +71 +00:05:05,790 --> 00:05:06,090 +minutes. + +72 +00:05:27,690 --> 00:05:30,050 +Okay, somebody. What's going on here? + +73 +00:05:48,750 --> 00:05:49,870 +Exactly. Good. + +74 +00:05:55,070 --> 00:05:58,190 +How many years did this employee worked with us? + +75 +00:05:58,490 --> 00:06:00,970 +For about six years. And how the problem happened? + +76 +00:06:03,970 --> 00:06:08,250 +She misses bringing business to the company and + +77 +00:06:08,250 --> 00:06:10,230 +she neglects other things like the reports. + +78 +00:06:10,250 --> 00:06:13,430 +Incomplete reports. Yes. This complaint was + +79 +00:06:13,430 --> 00:06:16,910 +presented by the other colleagues. They raised a + +80 +00:06:16,910 --> 00:06:19,650 +complaint letter to their supervisor or manager or + +81 +00:06:19,650 --> 00:06:24,330 +leader accusing this employee of not finalizing + +82 +00:06:24,330 --> 00:06:27,750 +concerned reports regarding their own customer. + +83 +00:06:28,290 --> 00:06:30,070 +What was the reaction of the leader or their + +84 +00:06:30,070 --> 00:06:30,310 +manager? + +85 +00:06:33,200 --> 00:06:35,660 +Exactly, what did he do with Jennifer? + +86 +00:06:40,420 --> 00:06:46,160 +Okay, number one, encouraging. Now we are talking + +87 +00:06:46,160 --> 00:06:48,620 +about the behavior of what? Of the leader or the + +88 +00:06:48,620 --> 00:06:54,660 +manager? The manager encouraged Jennifer. How? By + +89 +00:06:54,660 --> 00:06:59,180 +saying, we are trusting you. By trying to find + +90 +00:06:59,180 --> 00:07:03,980 +justifications for these incomplete reports. How + +91 +00:07:03,980 --> 00:07:07,960 +did he find justifications? + +92 +00:07:08,280 --> 00:07:14,000 +By saying, I know you are very busy. So here, + +93 +00:07:14,480 --> 00:07:20,960 +number two, he is justifying the + +94 +00:07:20,960 --> 00:07:25,880 +incomplete reports which + +95 +00:07:25,880 --> 00:07:27,820 +were committed by Jennifer. + +96 +00:07:33,870 --> 00:07:38,310 +Go on. He is providing Jennifer with a letter + +97 +00:07:38,310 --> 00:07:43,410 +which is saying, we are trusting you that next + +98 +00:07:43,410 --> 00:07:48,010 +time you are going to fix the problem. Clear? For + +99 +00:07:48,010 --> 00:07:53,150 +giving her another letter which is, it's a + +100 +00:07:53,150 --> 00:07:54,890 +pleasure to work with you. + +101 +00:07:59,650 --> 00:08:04,120 +Correct? What do you think of this behavior of the + +102 +00:08:04,120 --> 00:08:08,560 +manager toward this short-sighted performance + +103 +00:08:08,560 --> 00:08:12,100 +employee? What do you think of this reaction? Is + +104 +00:08:12,100 --> 00:08:17,600 +it good? Is it bad? Why? Who is saying good? Why? + +105 +00:08:19,520 --> 00:08:20,980 +Why say good? Why? + +106 +00:08:49,280 --> 00:08:52,100 +Let's repeat gone + +107 +00:09:03,170 --> 00:09:05,910 +So we are not talking about gap or distance + +108 +00:09:05,910 --> 00:09:09,510 +between the two. That's fine. Now listen. All + +109 +00:09:09,510 --> 00:09:12,290 +these things is reminding us with the definition + +110 +00:09:12,290 --> 00:09:15,910 +of the leadership. We are talking about influence. + +111 +00:09:17,250 --> 00:09:21,100 +Imagine you were this employee. What is the impact + +112 +00:09:21,100 --> 00:09:23,460 +of these words and sentences which were uttered by + +113 +00:09:23,460 --> 00:09:26,340 +the mouth of the manager, on your heart and on + +114 +00:09:26,340 --> 00:09:29,800 +your mind? Are you going to like and respect your + +115 +00:09:29,800 --> 00:09:33,520 +supervisor? Of course. Are you going to correct + +116 +00:09:33,520 --> 00:09:37,160 +your mistakes? Of course. Are you willing to + +117 +00:09:37,160 --> 00:09:39,100 +continue working under the command of this + +118 +00:09:39,100 --> 00:09:42,440 +supervisor or manager? Of course. Because of this + +119 +00:09:42,440 --> 00:09:45,560 +we are saying, The manager or the leader here + +120 +00:09:45,560 --> 00:09:50,340 +adopted correct efforts and performances while + +121 +00:09:50,340 --> 00:09:54,660 +dealing with this problem. In our Palestinian + +122 +00:09:54,660 --> 00:09:58,280 +sector, sometimes managers might have committed + +123 +00:09:58,280 --> 00:10:03,420 +too many mistakes. They will say, the best policy + +124 +00:10:03,420 --> 00:10:05,920 +to correct any mistakes or problems is to raise + +125 +00:10:05,920 --> 00:10:10,740 +the stick. This is wrong, absolutely wrong. Or to + +126 +00:10:10,740 --> 00:10:14,450 +misuse the authority. Or to use the power of + +127 +00:10:14,450 --> 00:10:19,510 +enforcement. Or to use the power of abusing. All + +128 +00:10:19,510 --> 00:10:22,930 +these are mistaken behaviors. We should give them + +129 +00:10:22,930 --> 00:10:27,570 +up. Okay? Go on. Look at this scenario. Tell me + +130 +00:10:27,570 --> 00:10:29,530 +what's going on. Two minutes, quickly. + +131 +00:10:53,280 --> 00:10:55,140 +Okay, what's going on here? + +132 +00:10:59,780 --> 00:11:05,620 +Sarah. One of salesperson in the company dealing + +133 +00:11:05,620 --> 00:11:08,720 +with customer on telephone very bad without + +134 +00:11:08,720 --> 00:11:15,270 +making, without using The courtesy treatment. + +135 +00:11:18,110 --> 00:11:25,050 +So the + +136 +00:11:25,050 --> 00:11:28,610 +employee or the salesperson raised his voice over + +137 +00:11:28,610 --> 00:11:31,870 +the customer. Who heard him or who listened to + +138 +00:11:31,870 --> 00:11:38,930 +this? The manager. The manager decided to invite + +139 +00:11:38,930 --> 00:11:43,320 +him to his office. Why? to tell him that your + +140 +00:11:43,320 --> 00:11:46,780 +behavior is unacceptable. It is rejected by the + +141 +00:11:46,780 --> 00:11:48,160 +policy of the FAR. + +142 +00:11:51,120 --> 00:11:56,480 +What the manager or how the manager finalized or + +143 +00:11:56,480 --> 00:11:58,660 +completed this bad scenario? Which he witnessed? + +144 +00:12:00,700 --> 00:12:06,860 +Excellent. Excellent. So the leader number one + +145 +00:12:06,860 --> 00:12:10,100 +identified the problem + +146 +00:12:14,010 --> 00:12:17,850 +Second, gave a clear instruction. Let's call it + +147 +00:12:17,850 --> 00:12:22,590 +guidelines. Three, these guidelines led to + +148 +00:12:22,590 --> 00:12:23,590 +solution. + +149 +00:12:27,710 --> 00:12:32,250 +So the manager here or the leader, he is accepting + +150 +00:12:32,250 --> 00:12:35,830 +and diagnosing the problem. He is providing us + +151 +00:12:35,830 --> 00:12:38,550 +with clear guidelines, which if we are going to + +152 +00:12:38,550 --> 00:12:40,990 +use, we are going to solve this scenario or the + +153 +00:12:40,990 --> 00:12:45,330 +problem. This is the leader. The leader isn't + +154 +00:12:45,330 --> 00:12:49,050 +going to leave the employee alone in this scenario + +155 +00:12:49,050 --> 00:12:54,050 +or in other words this manager he might misbehave + +156 +00:12:54,050 --> 00:12:57,350 +if he decided to invite this employee to the + +157 +00:12:57,350 --> 00:13:02,210 +office and to raise his voice over this employee + +158 +00:13:02,210 --> 00:13:06,690 +saying to him you are a bad salesperson you are + +159 +00:13:06,690 --> 00:13:10,770 +defaming the image of our company then I'm going + +160 +00:13:10,770 --> 00:13:14,430 +to provide you with a warning and that's it Is + +161 +00:13:14,430 --> 00:13:18,470 +this a solution for this scenario? No. God knows + +162 +00:13:18,470 --> 00:13:23,190 +this salesperson might face another scenario in + +163 +00:13:23,190 --> 00:13:26,350 +the future. So do you think this salesperson is + +164 +00:13:26,350 --> 00:13:28,650 +going to handle with the new scenario in a very + +165 +00:13:28,650 --> 00:13:33,290 +nice way? We doubt it. Why? Because the leader + +166 +00:13:33,290 --> 00:13:35,750 +didn't provide him with any guidelines, with any + +167 +00:13:35,750 --> 00:13:38,730 +recommendations, with any steps to overcome any + +168 +00:13:38,730 --> 00:13:44,340 +similar situation in the future. Clear? The role + +169 +00:13:44,340 --> 00:13:48,200 +of the leader is very big and wide. The role of + +170 +00:13:48,200 --> 00:13:51,180 +the leader is comprehensive. The role of the + +171 +00:13:51,180 --> 00:13:53,700 +leader doesn't restrict it to the authority or the + +172 +00:13:53,700 --> 00:13:58,060 +power which he or she can use. But it includes + +173 +00:13:58,060 --> 00:14:03,580 +orientation, education, training, advice, + +174 +00:14:03,980 --> 00:14:06,600 +recommendation and so on. Farah, what would you + +175 +00:14:06,600 --> 00:14:06,960 +like to say? + +176 +00:14:21,670 --> 00:14:26,810 +exactly exactly exactly + +177 +00:14:26,810 --> 00:14:31,190 +and we are focusing on the policy this is priority + +178 +00:14:31,190 --> 00:14:36,130 +number one for us as a sales company good listen + +179 +00:14:36,130 --> 00:14:38,890 +these are assertiveness steps which should be + +180 +00:14:38,890 --> 00:14:41,030 +adopted by the sales manager where we are + +181 +00:14:41,030 --> 00:14:43,970 +providing you with some information like describe + +182 +00:14:43,970 --> 00:14:47,350 +what you see is going on we can use this quote and + +183 +00:14:47,350 --> 00:14:51,340 +so on try to read them at home Well, let's go to + +184 +00:14:51,340 --> 00:14:56,560 +another thing. Now, let's begin our discussion by + +185 +00:14:56,560 --> 00:14:58,160 +asking you this similar question. Do you believe + +186 +00:14:58,160 --> 00:15:02,360 +in the change? Or do you like the change? When we + +187 +00:15:02,360 --> 00:15:03,940 +are saying do you like the change, we are not + +188 +00:15:03,940 --> 00:15:06,960 +talking hypothetically. We are not talking in + +189 +00:15:06,960 --> 00:15:12,160 +theory. I am talking actually. In other words, in + +190 +00:15:12,160 --> 00:15:14,200 +your character, in your blood, in your daily work, + +191 +00:15:14,480 --> 00:15:18,390 +or in your daily life, Do you like or do you love + +192 +00:15:18,390 --> 00:15:22,290 +or do you prefer this change? Yes, no, why? + +193 +00:15:26,410 --> 00:15:29,390 +If you are going to ask me the same question, I + +194 +00:15:29,390 --> 00:15:33,270 +might tell you, I like routine. Oh, this is real. + +195 +00:15:34,230 --> 00:15:37,290 +Somebody is going to say, why? Because listen, + +196 +00:15:37,410 --> 00:15:39,710 +human beings, they lack something called + +197 +00:15:39,710 --> 00:15:40,170 +certainty. + +198 +00:15:43,820 --> 00:15:47,320 +Uncertainty, we are not going to witness or face + +199 +00:15:47,320 --> 00:15:52,440 +surprises. In other words, the surprises and the + +200 +00:15:52,440 --> 00:15:55,880 +things which we cannot predict, their probability + +201 +00:15:55,880 --> 00:16:00,060 +is going to be very limited. So this is going to + +202 +00:16:00,060 --> 00:16:04,040 +give us with the feeling of safety. This is very + +203 +00:16:04,040 --> 00:16:07,940 +important. The feeling of safety is something nice + +204 +00:16:07,940 --> 00:16:10,060 +which every human being is looking for. + +205 +00:16:12,960 --> 00:16:15,640 +But sometimes it changes if it is going to + +206 +00:16:15,640 --> 00:16:18,880 +intervene in this scenario. The level of certainty + +207 +00:16:18,880 --> 00:16:23,000 +is going to be decreased. Or if it got decreased, + +208 +00:16:23,480 --> 00:16:26,660 +the level of safety will decrease as well. Or this + +209 +00:16:26,660 --> 00:16:31,580 +is going to increase the feel of fear in the heart + +210 +00:16:31,580 --> 00:16:34,120 +and in the mind of the human beings. Because of + +211 +00:16:34,120 --> 00:16:36,080 +this, the majority of the human beings, they do + +212 +00:16:36,080 --> 00:16:42,690 +not like to change. This is the truth which we can + +213 +00:16:42,690 --> 00:16:45,610 +witness among all the people all over the world. + +214 +00:16:47,210 --> 00:16:51,610 +Clear? Okay, so these things we are going to talk + +215 +00:16:51,610 --> 00:16:54,210 +about change management process. We are going to + +216 +00:16:54,210 --> 00:16:58,970 +begin with a questionnaire. I want to implement + +217 +00:16:58,970 --> 00:17:02,570 +this questionnaire in you in real. In other words, + +218 +00:17:03,070 --> 00:17:05,910 +we are going to use Likert Scale, and Likert Scale + +219 +00:17:05,910 --> 00:17:08,930 +as you know, it consists of five parts, it begins + +220 +00:17:08,930 --> 00:17:12,510 +from SA, strongly agree, and it ends by SD, + +221 +00:17:12,990 --> 00:17:15,950 +strongly disagree. And a question mark, it refers + +222 +00:17:15,950 --> 00:17:23,450 +to undecided. A agree, D disagree. Now, this is a + +223 +00:17:23,450 --> 00:17:26,170 +questionnaire, the questionnaire is consisting of + +224 +00:17:26,170 --> 00:17:30,250 +18 sentences. I want you to read them and try to + +225 +00:17:30,250 --> 00:17:33,850 +answer or to make an answer for them. In other + +226 +00:17:33,850 --> 00:17:37,630 +words, sentence number one, I try new ideas and + +227 +00:17:37,630 --> 00:17:40,970 +new approaches to problems. Try to evaluate + +228 +00:17:40,970 --> 00:17:44,210 +yourself in real, not according to what should be + +229 +00:17:44,210 --> 00:17:47,490 +done, but according to what you are doing actually + +230 +00:17:47,490 --> 00:17:50,970 +in your daily life. Try to use one of these + +231 +00:17:50,970 --> 00:17:53,070 +answers. For example, I might say this thing. + +232 +00:17:54,870 --> 00:17:57,050 +Another person might say this thing for the second + +233 +00:17:57,050 --> 00:18:00,970 +sentence and so on. Begin. These are six sentences + +234 +00:18:00,970 --> 00:18:02,470 +and I'm going to give you two minutes to answer + +235 +00:18:02,470 --> 00:18:07,990 +them quickly. Give the answer. Write the letter + +236 +00:18:07,990 --> 00:18:11,670 +down. In other words, write sentence number one + +237 +00:18:11,670 --> 00:18:16,410 +for example, sentence number two and so on + +238 +00:18:16,410 --> 00:18:16,750 +quickly. + +239 +00:18:20,400 --> 00:18:24,080 +Remember, try to reflect these sentences according + +240 +00:18:24,080 --> 00:18:25,540 +to your actual life. + +241 +00:18:36,600 --> 00:18:39,560 +Sentence number two, I take things or situations + +242 +00:18:39,560 --> 00:18:42,500 +apart to find out how they work. It's easy. Number + +243 +00:18:42,500 --> 00:18:47,760 +three, I can be counted on. I can depend on. buy + +244 +00:18:47,760 --> 00:18:51,620 +my friends to find a new use for existing methods. + +245 +00:18:52,040 --> 00:18:54,460 +In other words, my friends are going to run after + +246 +00:18:54,460 --> 00:18:57,520 +me to find a solution for this scenario. This is + +247 +00:18:57,520 --> 00:19:01,700 +the meaning of sentence number three. Gone. After + +248 +00:19:01,700 --> 00:19:03,180 +you are done, tell me you are done. + +249 +00:19:09,000 --> 00:19:11,080 +Somebody is going to say this is applicable within + +250 +00:19:11,080 --> 00:19:13,880 +employees who are working in firms. No. Also, this + +251 +00:19:13,880 --> 00:19:16,920 +is applicable on us in daily life. + +252 +00:19:19,500 --> 00:19:21,500 +If you do not understand one of the sentences, + +253 +00:19:21,740 --> 00:19:26,040 +raise your hand. Five, I demonstrate originality. + +254 +00:19:26,560 --> 00:19:29,560 +Originality means innovation. Originality means + +255 +00:19:29,560 --> 00:19:34,420 +asala. In other words, all the time I am adopting + +256 +00:19:34,420 --> 00:19:37,240 +new techniques, techniques and methods and + +257 +00:19:37,240 --> 00:19:40,680 +approach which weren't experimented or used by + +258 +00:19:40,680 --> 00:19:45,980 +others. Originality asala. Demonstrate, prove, + +259 +00:19:46,620 --> 00:19:46,920 +show. + +260 +00:19:56,920 --> 00:19:57,760 +Done? + +261 +00:20:00,520 --> 00:20:01,360 +Done? + +262 +00:20:04,480 --> 00:20:08,540 +Okay, another six. Quickly. + +263 +00:20:16,460 --> 00:20:19,780 +If you do not understand one sentence, raise your + +264 +00:20:19,780 --> 00:20:20,040 +hand. + +265 +00:20:34,340 --> 00:20:37,080 +Write down the number and write down your answer. + +266 +00:20:37,300 --> 00:20:37,760 +That's it. + +267 +00:20:53,560 --> 00:20:59,220 +Shy. In other words, if my friends were asked, + +268 +00:21:00,100 --> 00:21:03,970 +they would say I am wet. Shy, hesitant to respond, + +269 +00:21:04,730 --> 00:21:09,450 +hesitant to participate. Why here? It refers to + +270 +00:21:09,450 --> 00:21:11,790 +the action of each friend. + +271 +00:21:33,060 --> 00:21:39,480 +Done? Eleven? I silly dumb, I rarely stick to the + +272 +00:21:39,480 --> 00:21:43,800 +rules or follow protocol. In other words, a + +273 +00:21:43,800 --> 00:21:46,960 +protocol and rules and norms are not sacred. + +274 +00:21:47,960 --> 00:21:50,840 +Sometimes I can avoid them. It depends on the + +275 +00:21:50,840 --> 00:21:52,480 +situation in which I am in. + +276 +00:21:58,480 --> 00:21:59,200 +Finished? + +277 +00:22:01,940 --> 00:22:02,660 +Done? + +278 +00:22:05,340 --> 00:22:09,080 +Go to the final set of the questions. Final set. + +279 +00:22:27,240 --> 00:22:32,340 +Which centers Hanin? I probably will not turn down + +280 +00:22:32,340 --> 00:22:34,860 +ambiguous job assignments. Turn down, leave, + +281 +00:22:35,080 --> 00:22:39,520 +ignore, avoid. And contrary, I'm going to visit + +282 +00:22:39,520 --> 00:22:40,260 +them. + +283 +00:22:54,620 --> 00:22:58,690 +Fifteen people who departed, leave. from the + +284 +00:22:58,690 --> 00:23:01,070 +accepted organizational routine should not be + +285 +00:23:01,070 --> 00:23:01,490 +punished. + +286 +00:23:23,760 --> 00:23:26,940 +As we said, this isn't only applicable on the + +287 +00:23:26,940 --> 00:23:28,660 +employees in organizations. Also, it is applicable + +288 +00:23:28,660 --> 00:23:31,200 +on us. We are dealing with our families as + +289 +00:23:31,200 --> 00:23:33,760 +organizations. We are dealing with our colleagues + +290 +00:23:33,760 --> 00:23:36,640 +and classmates as organizations. We are dealing + +291 +00:23:36,640 --> 00:23:38,740 +with friends in the neighborhood as organizations. + +292 +00:23:39,620 --> 00:23:41,100 +We will demonstrate this after a while. + +293 +00:23:44,780 --> 00:23:45,200 +Done? + +294 +00:23:51,480 --> 00:23:53,240 +Now. Done? + +295 +00:23:56,590 --> 00:24:01,850 +SA evaluated by five points. SD evaluated by one + +296 +00:24:01,850 --> 00:24:05,710 +point. This is four, three, two. Try to calculate + +297 +00:24:05,710 --> 00:24:06,810 +your answer quickly. + +298 +00:24:09,790 --> 00:24:11,530 +Try to calculate your answer. + +299 +00:24:15,250 --> 00:24:18,990 +Strongly agree five points. Agree four points. + +300 +00:24:20,390 --> 00:24:24,550 +Undecided, three points. Disagree, two points. As + +301 +00:24:24,550 --> 00:24:30,110 +the strongly disagree, one point. Now try to + +302 +00:24:30,110 --> 00:24:32,770 +calculate your answers out of from the 18 + +303 +00:24:32,770 --> 00:24:37,870 +sentences. Out of from the 18 sentences. Well 18 + +304 +00:24:37,870 --> 00:24:40,890 +sentences as we said, they are the whole phrases + +305 +00:24:40,890 --> 00:24:42,130 +or sentences of the questionnaire. + +306 +00:24:53,470 --> 00:24:58,850 +th th th + +307 +00:25:20,130 --> 00:25:21,530 +th + +308 +00:25:57,960 --> 00:26:03,680 +Done? Look at these two scores. 72 and the second + +309 +00:26:03,680 --> 00:26:10,330 +one 45. If your score is over 72, this means you + +310 +00:26:10,330 --> 00:26:13,490 +are originator. This means you believe and you + +311 +00:26:13,490 --> 00:26:18,390 +like and you do change. But if your score is less + +312 +00:26:18,390 --> 00:26:21,610 +than 45, this means you are addicted to routine. + +313 +00:26:22,090 --> 00:26:24,490 +You do not want to change anything in your life. + +314 +00:26:25,150 --> 00:26:28,550 +Now the question is developing. Who got over 72? + +315 +00:26:29,410 --> 00:26:36,400 +Over 72. Farah? Okay, who got down 45? Forty-five? + +316 +00:26:38,680 --> 00:26:38,780 +Okay, + +317 +00:26:42,360 --> 00:26:46,220 +other questions? Okay, Iman, what was your grade? + +318 +00:26:47,680 --> 00:26:50,560 +Sixty-eight. Okay, it depends. Good, another one. + +319 +00:26:50,800 --> 00:26:53,320 +Sixty-eight, by the way, it is close to the fifty + +320 +00:26:53,320 --> 00:26:59,380 +-two. Six to four? Okay, who are in the sixties? + +321 +00:27:01,700 --> 00:27:09,790 +In fifties? Fifties? Forties? Forties. You are too + +322 +00:27:09,790 --> 00:27:13,570 +worried. This means you are excited. You are full + +323 +00:27:13,570 --> 00:27:17,470 +of anxiety. You worry too much. And therefore you + +324 +00:27:17,470 --> 00:27:21,950 +are planning also too much. To avoid what? Or to + +325 +00:27:21,950 --> 00:27:27,250 +decline? The level of uncertainty. Listen here, + +326 +00:27:27,330 --> 00:27:31,220 +let's begin with you Amna. Do you think is this + +327 +00:27:31,220 --> 00:27:33,840 +questionnaire expressing your character? Actual + +328 +00:27:33,840 --> 00:27:37,480 +character? You worry too much, you plan too much, + +329 +00:27:38,240 --> 00:27:42,860 +you do not want to fail? Not exactly. What about + +330 +00:27:42,860 --> 00:27:50,800 +you? Gone. It expresses your character and you? + +331 +00:27:52,160 --> 00:27:56,140 +Almost. Amen. Yes, I feel that it expresses my + +332 +00:27:56,140 --> 00:27:56,900 +personality. + +333 +00:28:00,060 --> 00:28:02,980 +Okay, any questions? Any comments about the + +334 +00:28:02,980 --> 00:28:08,080 +questionnaires? Move on. Let's conclude now. Now + +335 +00:28:08,080 --> 00:28:09,840 +we are going to talk about the four styles of + +336 +00:28:09,840 --> 00:28:13,440 +leadership. These four styles, they are determined + +337 +00:28:13,440 --> 00:28:16,640 +by two variables. Variable number one, we called + +338 +00:28:16,640 --> 00:28:19,780 +it supportive behavior. Variable number two, we + +339 +00:28:19,780 --> 00:28:23,810 +called it directed behavior. Now variable number + +340 +00:28:23,810 --> 00:28:26,150 +one which is called supportive behavior sometimes + +341 +00:28:26,150 --> 00:28:28,930 +it can be high and sometimes it can be low with + +342 +00:28:28,930 --> 00:28:30,450 +the same thing with the directive behavior + +343 +00:28:30,450 --> 00:28:33,250 +sometimes it can be high and sometimes it can be + +344 +00:28:33,250 --> 00:28:37,770 +low the outcome of the interaction between these + +345 +00:28:37,770 --> 00:28:40,810 +two variables are going to be four styles of + +346 +00:28:40,810 --> 00:28:46,770 +leadership in other words if the manager if the + +347 +00:28:46,770 --> 00:28:51,480 +manager is having in his style or behavior a very + +348 +00:28:51,480 --> 00:28:55,100 +low directive behavior and a very low supportive + +349 +00:28:55,100 --> 00:28:57,740 +behavior this means that style is going to be + +350 +00:28:57,740 --> 00:29:03,080 +delegation in other words this manager likes to + +351 +00:29:03,080 --> 00:29:05,660 +delegate his authorities to the rest of the + +352 +00:29:05,660 --> 00:29:10,520 +members of the team the opposite of this style is + +353 +00:29:10,520 --> 00:29:15,680 +selling in other words the style of leadership it + +354 +00:29:15,680 --> 00:29:18,240 +is going to be named to be a selling one which + +355 +00:29:18,240 --> 00:29:22,300 +means The manager or the supervisor has a very + +356 +00:29:22,300 --> 00:29:25,480 +high directive behavior and has a very high what? + +357 +00:29:26,340 --> 00:29:29,480 +Supportive behavior. And selling behavior means + +358 +00:29:29,480 --> 00:29:33,080 +the salesperson can do whatever he would like to + +359 +00:29:33,080 --> 00:29:36,880 +do. If he committed a mistake, he will be + +360 +00:29:36,880 --> 00:29:41,500 +supported and later on he will be directed. And + +361 +00:29:41,500 --> 00:29:44,580 +everything can be done and exercised by the + +362 +00:29:44,580 --> 00:29:46,940 +salesperson. And this style we called it what? + +363 +00:29:47,480 --> 00:29:54,220 +Selling. In tilling, it means what? Supervisor or + +364 +00:29:54,220 --> 00:29:57,440 +manager, they like to till instructions and + +365 +00:29:57,440 --> 00:30:01,920 +guidelines for sales persons. Because of this in + +366 +00:30:01,920 --> 00:30:04,720 +tilling, we are talking about what? A high level + +367 +00:30:04,720 --> 00:30:09,640 +of direct payment, but it is low supported. In + +368 +00:30:09,640 --> 00:30:13,200 +other words, the tilling style means if the sales + +369 +00:30:13,200 --> 00:30:16,610 +person The salesperson will be provided with + +370 +00:30:16,610 --> 00:30:20,090 +instructions, guidelines and advices. But if he or + +371 +00:30:20,090 --> 00:30:23,650 +she committed a mistake, they will not be + +372 +00:30:23,650 --> 00:30:26,570 +supported enough. In other words, they might be + +373 +00:30:26,570 --> 00:30:33,230 +punished. Clear? Supporting one means the + +374 +00:30:33,230 --> 00:30:36,690 +salesperson or the manager is going to exhibit a + +375 +00:30:36,690 --> 00:30:39,850 +very high level of supportive behavior in contrast + +376 +00:30:39,850 --> 00:30:43,400 +with low level of Directive behavior. And this + +377 +00:30:43,400 --> 00:30:45,860 +style, we call it what? Supportive behavior. In + +378 +00:30:45,860 --> 00:30:48,460 +other words, our leader or manager is supporting + +379 +00:30:48,460 --> 00:30:52,900 +us too much. And at the same time, he is believing + +380 +00:30:52,900 --> 00:30:55,700 +in our abilities. And because of this, he or she + +381 +00:30:55,700 --> 00:30:59,480 +does not provide us with too many instructions or + +382 +00:30:59,480 --> 00:31:03,940 +directions or whatever. These are the four styles + +383 +00:31:03,940 --> 00:31:08,020 +of leadership based on supportive behavior and + +384 +00:31:08,020 --> 00:31:12,330 +directive behavior. This is important. Any + +385 +00:31:12,330 --> 00:31:18,050 +questions, any comments? Move on, finally. Now we + +386 +00:31:18,050 --> 00:31:20,950 +are going to talk about the team. With the team, + +387 +00:31:21,790 --> 00:31:25,950 +or we called it the group. The team or the group, + +388 +00:31:26,050 --> 00:31:29,590 +it is going to be founded on four major factors. + +389 +00:31:30,290 --> 00:31:34,550 +Number one, activities. In other words, if you + +390 +00:31:34,550 --> 00:31:37,670 +like reading and I like reading, we can be friends + +391 +00:31:37,670 --> 00:31:42,990 +within one team. If you like this kind of meal or + +392 +00:31:42,990 --> 00:31:47,110 +food, we can be friends. We use the word can or + +393 +00:31:47,110 --> 00:31:51,650 +may. Why? We didn't finalize the answer. Because + +394 +00:31:51,650 --> 00:31:53,810 +we are still waiting the answer of the other + +395 +00:31:53,810 --> 00:31:57,570 +factors. This is the meaning of what? So + +396 +00:31:57,570 --> 00:31:59,710 +activities refer to the common activities which + +397 +00:31:59,710 --> 00:32:03,130 +are in common among a group of employees, among a + +398 +00:32:03,130 --> 00:32:05,230 +group of individuals, among a group of human + +399 +00:32:05,230 --> 00:32:09,570 +beings. A second factor means interactions. In + +400 +00:32:09,570 --> 00:32:13,610 +other words, we can interact with one another. If + +401 +00:32:13,610 --> 00:32:16,130 +you are going to have a happy event, I'm going to + +402 +00:32:16,130 --> 00:32:18,910 +congratulate you. If you are going to have a sad + +403 +00:32:18,910 --> 00:32:22,210 +event, I might condole you. So we are talking + +404 +00:32:22,210 --> 00:32:25,910 +about what? Interaction. The same thing we are + +405 +00:32:25,910 --> 00:32:28,990 +talking about sentiment. Sentiment is based on + +406 +00:32:28,990 --> 00:32:33,710 +hate and love feelings. If there is a love, this + +407 +00:32:33,710 --> 00:32:38,850 +might be what? a formation of unity and team. If + +408 +00:32:38,850 --> 00:32:42,610 +there is a hate, this might break down the team. + +409 +00:32:43,190 --> 00:32:46,670 +Finally, we are talking about norms. Norms + +410 +00:32:46,670 --> 00:32:49,810 +determine your behavior. What is acceptable and + +411 +00:32:49,810 --> 00:32:53,670 +what is unacceptable. Listen here. Not every + +412 +00:32:53,670 --> 00:32:57,470 +behavior you are going to do is acceptable in the + +413 +00:32:57,470 --> 00:33:01,450 +eyes of others. Not every behavior of others might + +414 +00:33:01,450 --> 00:33:05,080 +be acceptable in your eyes. But if you are going + +415 +00:33:05,080 --> 00:33:08,020 +to find a common norms which can justify one + +416 +00:33:08,020 --> 00:33:10,440 +unified acceptable behavior, this is going to be + +417 +00:33:10,440 --> 00:33:16,100 +another indicator for forming a team or group. So + +418 +00:33:16,100 --> 00:33:19,700 +if all these things are agreed with one another, + +419 +00:33:19,860 --> 00:33:22,440 +then we are going to have the birth which is + +420 +00:33:22,440 --> 00:33:26,980 +called team or group. If one of the team or the + +421 +00:33:26,980 --> 00:33:32,550 +group decided to interact differently or decided + +422 +00:33:32,550 --> 00:33:36,150 +to be involved in a second team activities this + +423 +00:33:36,150 --> 00:33:41,170 +might be this might be a withdrawal of this member + +424 +00:33:41,170 --> 00:33:45,890 +from the team somebody is going to say why we are + +425 +00:33:45,890 --> 00:33:49,650 +teaching you this because we are talking about + +426 +00:33:49,650 --> 00:33:52,510 +leaders and we are talking about managers leaders + +427 +00:33:52,510 --> 00:33:54,550 +and managers later on they are going to have the + +428 +00:33:54,550 --> 00:33:58,880 +responsibility of forming teams So we should be + +429 +00:33:58,880 --> 00:34:02,120 +able to know or identify who are the best members + +430 +00:34:02,120 --> 00:34:06,040 +who can work together as a team. And who are the + +431 +00:34:06,040 --> 00:34:08,940 +people who cannot work with one another as a team. + +432 +00:34:10,220 --> 00:34:14,660 +This is important. Any question recommends? Next + +433 +00:34:14,660 --> 00:34:17,160 +time we are going to continue with leadership + +434 +00:34:17,160 --> 00:34:21,220 +factors in sales management. Any question? Thank + +435 +00:34:21,220 --> 00:34:21,640 +you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..f19c92b650c9952e4f316d7cbf3f940af6c8e38e --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/rq4-kYiQ-u8_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4781, "start": 20.91, "end": 47.81, "text": " Okay, good morning. Today, inshallah, we will start working on the final chapter of the sales management course. As you can see, the title of this chapter is a leadership. I am sure you studied leadership before, especially in the course of business essential number one and business essential number two. 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A third definition. Function of management. Okay, good. Excellent. I was looking for the word influence. 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But if you are missing this skill, which is called influencing others based on convincing, it's very difficult to direct and to manage and to lead the members of the team. So convincing here, it is a very essential and crucial word. And we should zoom the light on it. 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So let's go on. We will start by talking about something called leadership skills. As you can see in this figure, remember that leadership requires a certain set of skills. 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In other words, the leader realizes in a very clear way what is the set of the values which are common and shared by every member within the team. And finally, intuition. What's the meaning of intuition?", "tokens": [12548, 11, 2698, 12, 6617, 8618, 1355, 257, 5263, 393, 5876, 293, 5877, 641, 1065, 3800, 935, 293, 12772, 935, 295, 2158, 23002, 1719, 13, 682, 661, 2283, 11, 264, 5263, 29316, 294, 257, 588, 1850, 636, 437, 307, 264, 992, 295, 264, 4190, 597, 366, 2689, 293, 5507, 538, 633, 4006, 1951, 264, 1469, 13, 400, 2721, 11, 24002, 13, 708, 311, 264, 3620, 295, 24002, 30], "avg_logprob": -0.18387681073036746, "compression_ratio": 1.5654205607476634, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 245.87, "end": 246.47, "word": " Third,", "probability": 0.85400390625}, {"start": 246.93, "end": 247.15, "word": " self", "probability": 0.73828125}, {"start": 247.15, "end": 247.87, "word": "-understanding", "probability": 0.8429361979166666}, {"start": 247.87, "end": 248.49, "word": " means", "probability": 0.8916015625}, {"start": 248.49, "end": 249.31, "word": " a", "probability": 0.87646484375}, {"start": 249.31, "end": 249.61, "word": " 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So all these are a certain set of skills that should be possessed by the character of a leader. Okay. Now this is a scenario. I am going to give you three minutes. 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Go on. Three minutes. Okay, somebody. What's going on here?", "tokens": [2381, 300, 11, 321, 486, 1029, 661, 1651, 466, 341, 9005, 13, 1037, 322, 13, 6244, 2077, 13, 1033, 11, 2618, 13, 708, 311, 516, 322, 510, 30], "avg_logprob": -0.31465518063512343, "compression_ratio": 1.110091743119266, "no_speech_prob": 0.0, "words": [{"start": 301.25, "end": 301.73, "word": " After", "probability": 0.322265625}, {"start": 301.73, "end": 302.25, "word": " that,", "probability": 0.931640625}, {"start": 302.57, "end": 302.69, "word": " we", "probability": 0.873046875}, {"start": 302.69, "end": 302.97, "word": " will", "probability": 0.78955078125}, {"start": 302.97, "end": 303.39, "word": " ask", "probability": 0.90576171875}, {"start": 303.39, "end": 303.69, "word": " other", "probability": 0.7568359375}, {"start": 303.69, "end": 304.13, "word": " questions", "probability": 0.93505859375}, {"start": 304.13, "end": 304.41, "word": " about", "probability": 0.904296875}, {"start": 304.41, "end": 304.59, "word": " this", "probability": 0.443603515625}, {"start": 304.59, "end": 304.89, "word": " scenario.", "probability": 0.876953125}, {"start": 304.97, "end": 305.07, "word": " Go", "probability": 0.7353515625}, {"start": 305.07, "end": 305.33, "word": " on.", "probability": 0.9482421875}, {"start": 305.61, "end": 305.79, "word": " Three", "probability": 0.5205078125}, {"start": 305.79, "end": 306.09, "word": " minutes.", "probability": 0.90478515625}, {"start": 327.69, "end": 328.25, "word": " Okay,", "probability": 0.60986328125}, {"start": 328.47, "end": 328.93, "word": " somebody.", "probability": 0.7666015625}, {"start": 329.23, "end": 329.49, "word": " What's", "probability": 0.840087890625}, {"start": 329.49, "end": 329.61, "word": " going", "probability": 0.94189453125}, {"start": 329.61, "end": 329.81, "word": " on", "probability": 0.93896484375}, {"start": 329.81, "end": 330.05, "word": " here?", "probability": 0.8310546875}], "temperature": 1.0}, {"id": 12, "seek": 36097, "start": 348.75, "end": 360.97, "text": " Exactly. Good. How many years did this employee worked with us? For about six years. And how the problem happened?", "tokens": [2111, 46831, 13, 2205, 13, 1012, 867, 924, 630, 341, 10738, 2732, 365, 505, 30, 1171, 466, 2309, 924, 13, 400, 577, 264, 1154, 2011, 30], "avg_logprob": -0.3515625066227383, "compression_ratio": 1.1386138613861385, "no_speech_prob": 0.0, "words": [{"start": 348.75, "end": 349.31, "word": " Exactly.", "probability": 0.4803314208984375}, {"start": 349.31, "end": 349.87, "word": " Good.", "probability": 0.46240234375}, {"start": 355.07, "end": 355.19, "word": " How", "probability": 0.89404296875}, {"start": 355.19, "end": 355.61, "word": " many", "probability": 0.89990234375}, {"start": 355.61, "end": 356.07, "word": " years", "probability": 0.9169921875}, {"start": 356.07, "end": 356.41, "word": " did", "probability": 0.87890625}, {"start": 356.41, "end": 356.69, "word": " this", "probability": 0.93896484375}, {"start": 356.69, "end": 356.99, "word": " employee", "probability": 0.410400390625}, {"start": 356.99, "end": 357.75, "word": " worked", "probability": 0.63330078125}, {"start": 357.75, "end": 357.91, "word": " with", "probability": 0.89306640625}, {"start": 357.91, "end": 358.19, "word": " us?", "probability": 0.93505859375}, {"start": 358.49, "end": 359.05, "word": " For", "probability": 0.71728515625}, {"start": 359.05, "end": 359.31, "word": " about", "probability": 0.892578125}, {"start": 359.31, "end": 359.59, "word": " six", "probability": 0.70361328125}, {"start": 359.59, "end": 359.83, "word": " years.", "probability": 0.92138671875}, {"start": 359.99, "end": 360.11, "word": " And", "probability": 0.90283203125}, {"start": 360.11, "end": 360.27, "word": " how", "probability": 0.9267578125}, {"start": 360.27, "end": 360.41, "word": " the", "probability": 0.80712890625}, {"start": 360.41, "end": 360.69, "word": " problem", "probability": 0.87158203125}, {"start": 360.69, "end": 360.97, "word": " happened?", "probability": 0.841796875}], "temperature": 1.0}, {"id": 13, "seek": 39031, "start": 363.97, "end": 390.31, "text": " She misses bringing business to the company and she neglects other things like the reports. Incomplete reports. Yes. This complaint was presented by the other colleagues. They raised a complaint letter to their supervisor or manager or leader accusing this employee of not finalizing concerned reports regarding their own customer. 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Okay, number one, encouraging. Now we are talking about the behavior of what? Of the leader or the manager? The manager encouraged Jennifer. How? By saying, we are trusting you. By trying to find justifications for these incomplete reports.", "tokens": [7587, 11, 437, 630, 415, 360, 365, 14351, 30, 1033, 11, 1230, 472, 11, 14580, 13, 823, 321, 366, 1417, 466, 264, 5223, 295, 437, 30, 2720, 264, 5263, 420, 264, 6598, 30, 440, 6598, 14658, 14351, 13, 1012, 30, 3146, 1566, 11, 321, 366, 28235, 291, 13, 3146, 1382, 281, 915, 445, 7833, 337, 613, 31709, 7122, 13], "avg_logprob": -0.19908854439854623, "compression_ratio": 1.5135135135135136, "no_speech_prob": 0.0, "words": [{"start": 393.2, "end": 393.74, "word": " Exactly,", "probability": 0.5947265625}, {"start": 393.86, "end": 393.98, "word": " what", "probability": 0.884765625}, {"start": 393.98, "end": 394.12, "word": " did", "probability": 0.95458984375}, {"start": 394.12, "end": 394.24, "word": " he", "probability": 0.923828125}, {"start": 394.24, "end": 394.48, "word": " do", "probability": 0.95751953125}, {"start": 394.48, "end": 395.34, "word": " with", "probability": 0.8564453125}, {"start": 395.34, "end": 395.66, "word": " Jennifer?", "probability": 0.78857421875}, {"start": 400.42, "end": 401.08, "word": " Okay,", "probability": 0.496337890625}, {"start": 401.18, "end": 401.36, "word": " number", "probability": 0.900390625}, {"start": 401.36, "end": 401.72, "word": " one,", "probability": 0.79296875}, {"start": 402.64, "end": 403.08, "word": " encouraging.", "probability": 0.86962890625}, {"start": 404.98, "end": 405.7, "word": " Now", "probability": 0.94873046875}, {"start": 405.7, "end": 405.82, "word": " we", "probability": 0.724609375}, {"start": 405.82, "end": 405.92, "word": " are", "probability": 0.87744140625}, {"start": 405.92, "end": 406.16, "word": " talking", "probability": 0.85205078125}, {"start": 406.16, "end": 406.38, "word": " about", "probability": 0.9072265625}, {"start": 406.38, "end": 406.52, "word": " the", "probability": 0.89404296875}, {"start": 406.52, "end": 406.76, "word": " behavior", "probability": 0.7041015625}, {"start": 406.76, "end": 406.94, "word": " of", "probability": 0.9658203125}, {"start": 406.94, "end": 407.18, "word": " what?", "probability": 0.87158203125}, {"start": 407.46, "end": 407.9, "word": " Of", "probability": 0.8212890625}, {"start": 407.9, "end": 408.04, "word": " the", "probability": 0.91064453125}, {"start": 408.04, "end": 408.28, "word": " leader", "probability": 0.91650390625}, {"start": 408.28, "end": 408.5, "word": " or", "probability": 0.8671875}, {"start": 408.5, "end": 408.62, "word": " the", "probability": 0.82666015625}, {"start": 408.62, "end": 408.9, "word": " manager?", "probability": 0.95361328125}, {"start": 410.52, "end": 411.24, "word": " The", "probability": 0.87109375}, {"start": 411.24, "end": 411.6, "word": " manager", "probability": 0.95068359375}, {"start": 411.6, "end": 412.24, "word": " encouraged", "probability": 0.89599609375}, {"start": 412.24, "end": 412.58, "word": " Jennifer.", "probability": 0.7978515625}, {"start": 413.0, "end": 413.38, "word": " How?", "probability": 0.94970703125}, {"start": 414.3, "end": 414.66, "word": " By", "probability": 0.9765625}, {"start": 414.66, "end": 415.16, "word": " saying,", "probability": 0.92041015625}, {"start": 415.28, "end": 415.36, "word": " we", "probability": 0.34521484375}, {"start": 415.36, "end": 415.58, "word": " are", "probability": 0.93603515625}, {"start": 415.58, "end": 416.0, "word": " trusting", "probability": 0.6728515625}, {"start": 416.0, "end": 416.4, "word": " you.", "probability": 0.96484375}, {"start": 417.34, "end": 418.06, "word": " By", "probability": 0.96826171875}, {"start": 418.06, "end": 418.62, "word": " trying", "probability": 0.931640625}, {"start": 418.62, "end": 418.86, "word": " to", "probability": 0.970703125}, {"start": 418.86, "end": 419.18, "word": " find", "probability": 0.89306640625}, {"start": 419.18, "end": 420.1, "word": " justifications", "probability": 0.886474609375}, {"start": 420.1, "end": 421.08, "word": " for", "probability": 0.875}, {"start": 421.08, "end": 421.44, "word": " these", "probability": 0.82421875}, {"start": 421.44, "end": 422.06, "word": " incomplete", "probability": 0.837890625}, {"start": 422.06, "end": 422.44, "word": " reports.", "probability": 0.927734375}], "temperature": 1.0}, {"id": 15, "seek": 44782, "start": 423.7, "end": 447.82, "text": " How did he find justifications? By saying, I know you are very busy. 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He is providing Jennifer with a letter which is saying, we are trusting you that next time you are going to fix the problem. Clear? For giving her another letter which is, it's a pleasure to work with you. Correct?", "tokens": [1037, 322, 13, 634, 307, 6530, 14351, 365, 257, 5063, 597, 307, 1566, 11, 321, 366, 28235, 291, 300, 958, 565, 291, 366, 516, 281, 3191, 264, 1154, 13, 14993, 30, 1171, 2902, 720, 1071, 5063, 597, 307, 11, 309, 311, 257, 6834, 281, 589, 365, 291, 13, 12753, 30], "avg_logprob": -0.18826593078818976, "compression_ratio": 1.4509803921568627, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 453.87, "end": 454.13, "word": " Go", "probability": 0.410888671875}, {"start": 454.13, "end": 454.37, "word": " on.", "probability": 0.94140625}, {"start": 455.59, "end": 455.81, "word": " He", "probability": 0.89990234375}, {"start": 455.81, "end": 456.05, "word": " is", "probability": 0.76025390625}, {"start": 456.05, "end": 456.71, "word": " providing", "probability": 0.89306640625}, {"start": 456.71, "end": 457.07, "word": " Jennifer", "probability": 0.495849609375}, {"start": 457.07, "end": 457.37, "word": " with", "probability": 0.90478515625}, {"start": 457.37, "end": 457.51, "word": " a", "probability": 0.95849609375}, {"start": 457.51, "end": 458.31, "word": " letter", "probability": 0.87548828125}, {"start": 458.31, "end": 458.53, "word": " which", "probability": 0.71484375}, {"start": 458.53, "end": 458.67, "word": " is", "probability": 0.90576171875}, {"start": 458.67, "end": 459.03, "word": " saying,", "probability": 0.9091796875}, {"start": 459.45, "end": 459.57, "word": " we", "probability": 0.367431640625}, {"start": 459.57, "end": 459.93, "word": " are", "probability": 0.9365234375}, {"start": 459.93, "end": 460.39, "word": " trusting", "probability": 0.94775390625}, {"start": 460.39, "end": 460.83, "word": " you", "probability": 0.96337890625}, {"start": 460.83, "end": 463.07, "word": " that", "probability": 0.450439453125}, {"start": 463.07, "end": 463.41, "word": " next", "probability": 0.9287109375}, {"start": 463.41, "end": 463.69, "word": " time", "probability": 0.8916015625}, {"start": 463.69, "end": 463.81, "word": " you", "probability": 0.896484375}, {"start": 463.81, "end": 463.93, "word": " are", "probability": 0.89013671875}, {"start": 463.93, "end": 464.07, "word": " going", "probability": 0.94677734375}, {"start": 464.07, "end": 464.23, "word": " to", "probability": 0.9677734375}, {"start": 464.23, "end": 464.43, "word": " fix", "probability": 0.943359375}, {"start": 464.43, "end": 464.59, "word": " the", "probability": 0.88916015625}, {"start": 464.59, "end": 465.01, "word": " problem.", "probability": 0.87939453125}, {"start": 466.25, "end": 466.51, "word": " Clear?", "probability": 0.80712890625}, {"start": 467.65, "end": 468.01, "word": " For", "probability": 0.85009765625}, {"start": 468.01, "end": 470.75, "word": " giving", "probability": 0.4921875}, {"start": 470.75, "end": 470.99, "word": " her", "probability": 0.9091796875}, {"start": 470.99, "end": 471.27, "word": " another", "probability": 0.919921875}, {"start": 471.27, "end": 471.55, "word": " letter", "probability": 0.95361328125}, {"start": 471.55, "end": 471.79, "word": " which", "probability": 0.61669921875}, {"start": 471.79, "end": 472.17, "word": " is,", "probability": 0.89501953125}, {"start": 472.69, "end": 473.01, "word": " it's", "probability": 0.8759765625}, {"start": 473.01, "end": 473.15, "word": " a", "probability": 0.9375}, {"start": 473.15, "end": 473.37, "word": " pleasure", "probability": 0.93603515625}, {"start": 473.37, "end": 473.67, "word": " to", "probability": 0.96875}, {"start": 473.67, "end": 473.95, "word": " work", "probability": 0.92724609375}, {"start": 473.95, "end": 474.17, "word": " with", "probability": 0.8984375}, {"start": 474.17, "end": 474.89, "word": " you.", "probability": 0.96435546875}, {"start": 479.65, "end": 480.25, "word": " Correct?", "probability": 0.94384765625}], "temperature": 1.0}, {"id": 17, "seek": 50098, "start": 482.54, "end": 500.98, "text": " What do you think of this behavior of the manager toward this short-sighted performance employee? What do you think of this reaction? Is it good? Is it bad? Why? Who is saying good? Why? Why say good? Why?", "tokens": [708, 360, 291, 519, 295, 341, 5223, 295, 264, 6598, 7361, 341, 2099, 12, 28654, 292, 3389, 10738, 30, 708, 360, 291, 519, 295, 341, 5480, 30, 1119, 309, 665, 30, 1119, 309, 1578, 30, 1545, 30, 2102, 307, 1566, 665, 30, 1545, 30, 1545, 584, 665, 30, 1545, 30], "avg_logprob": -0.16697303337209365, "compression_ratio": 1.6349206349206349, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 482.54, "end": 482.8, "word": " What", "probability": 0.7958984375}, {"start": 482.8, "end": 482.92, "word": " do", "probability": 0.9521484375}, {"start": 482.92, "end": 483.0, "word": " you", "probability": 0.9619140625}, {"start": 483.0, "end": 483.18, "word": " think", "probability": 0.91552734375}, {"start": 483.18, "end": 483.3, "word": " of", "probability": 0.94091796875}, {"start": 483.3, "end": 483.46, "word": " this", "probability": 0.9072265625}, {"start": 483.46, "end": 483.82, "word": " behavior", "probability": 0.68603515625}, {"start": 483.82, "end": 484.02, "word": " of", "probability": 0.94921875}, {"start": 484.02, "end": 484.12, "word": " the", "probability": 0.82763671875}, {"start": 484.12, "end": 484.4, "word": " manager", "probability": 0.9501953125}, {"start": 484.4, "end": 485.1, "word": " toward", "probability": 0.346923828125}, {"start": 485.1, "end": 486.1, "word": " this", "probability": 0.86328125}, {"start": 486.1, "end": 487.34, "word": " short", "probability": 0.96484375}, {"start": 487.34, "end": 488.0, "word": "-sighted", "probability": 0.8610026041666666}, {"start": 488.0, "end": 488.56, "word": " performance", "probability": 0.77197265625}, {"start": 488.56, "end": 488.92, "word": " employee?", "probability": 0.4765625}, {"start": 490.12, "end": 490.56, "word": " What", "probability": 0.83544921875}, {"start": 490.56, "end": 490.66, "word": " do", "probability": 0.9521484375}, {"start": 490.66, "end": 490.74, "word": " you", "probability": 0.95654296875}, {"start": 490.74, "end": 490.9, "word": " think", "probability": 0.91455078125}, {"start": 490.9, "end": 491.02, "word": " of", "probability": 0.96240234375}, {"start": 491.02, "end": 491.14, "word": " this", "probability": 0.888671875}, {"start": 491.14, "end": 491.52, "word": " reaction?", "probability": 0.89990234375}, {"start": 491.96, "end": 492.1, "word": " Is", "probability": 0.94384765625}, {"start": 492.1, "end": 492.24, "word": " it", "probability": 0.947265625}, {"start": 492.24, "end": 492.44, "word": " good?", "probability": 0.927734375}, {"start": 492.54, "end": 492.6, "word": " Is", "probability": 0.92724609375}, {"start": 492.6, "end": 492.72, "word": " it", "probability": 0.94775390625}, {"start": 492.72, "end": 492.94, "word": " bad?", "probability": 0.9501953125}, {"start": 493.02, "end": 493.26, "word": " Why?", "probability": 0.9033203125}, {"start": 494.74, "end": 495.16, "word": " Who", "probability": 0.8046875}, {"start": 495.16, "end": 495.3, "word": " is", "probability": 0.80126953125}, {"start": 495.3, "end": 495.5, "word": " saying", "probability": 0.89306640625}, {"start": 495.5, "end": 495.72, "word": " good?", "probability": 0.869140625}, {"start": 497.12, "end": 497.6, "word": " Why?", "probability": 0.88134765625}, {"start": 499.52, "end": 499.88, "word": " Why", "probability": 0.8271484375}, {"start": 499.88, "end": 500.14, "word": " say", "probability": 0.77685546875}, {"start": 500.14, "end": 500.42, "word": " good?", "probability": 0.892578125}, {"start": 500.66, "end": 500.98, "word": " Why?", "probability": 0.85693359375}], "temperature": 1.0}, {"id": 18, "seek": 53210, "start": 529.28, "end": 532.1, "text": " Let's repeat gone", "tokens": [961, 311, 7149, 2780], "avg_logprob": -0.9078125, "compression_ratio": 0.6923076923076923, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 529.28, "end": 530.68, "word": " Let's", "probability": 0.541534423828125}, {"start": 530.68, "end": 531.2, "word": " repeat", "probability": 0.92724609375}, {"start": 531.2, "end": 532.1, "word": " gone", "probability": 0.264892578125}], "temperature": 1.0}, {"id": 19, "seek": 55901, "start": 543.17, "end": 559.01, "text": " So we are not talking about gap or distance between the two. That's fine. Now listen. All these things is reminding us with the definition of the leadership. We are talking about influence. Imagine you were this employee.", "tokens": [407, 321, 366, 406, 1417, 466, 7417, 420, 4560, 1296, 264, 732, 13, 663, 311, 2489, 13, 823, 2140, 13, 1057, 613, 721, 307, 27639, 505, 365, 264, 7123, 295, 264, 5848, 13, 492, 366, 1417, 466, 6503, 13, 11739, 291, 645, 341, 10738, 13], "avg_logprob": -0.2325067928303843, "compression_ratio": 1.4230769230769231, "no_speech_prob": 0.0, "words": [{"start": 543.17, "end": 543.77, "word": " So", "probability": 0.10772705078125}, {"start": 543.77, "end": 544.37, "word": " we", "probability": 0.72802734375}, {"start": 544.37, "end": 544.45, "word": " are", "probability": 0.80712890625}, {"start": 544.45, "end": 544.59, "word": " not", "probability": 0.9404296875}, {"start": 544.59, "end": 544.83, "word": " talking", "probability": 0.8544921875}, {"start": 544.83, "end": 545.15, "word": " about", "probability": 0.8876953125}, {"start": 545.15, "end": 545.39, "word": " gap", "probability": 0.9384765625}, {"start": 545.39, "end": 545.59, "word": " or", "probability": 0.88525390625}, {"start": 545.59, "end": 545.91, "word": " distance", "probability": 0.9462890625}, {"start": 545.91, "end": 546.17, "word": " between", "probability": 0.85546875}, {"start": 546.17, "end": 546.31, "word": " the", "probability": 0.890625}, {"start": 546.31, "end": 546.47, "word": " two.", "probability": 0.890625}, {"start": 546.77, "end": 546.99, "word": " That's", "probability": 0.81884765625}, {"start": 546.99, "end": 547.23, "word": " fine.", "probability": 0.93359375}, {"start": 547.35, "end": 547.43, "word": " Now", "probability": 0.88818359375}, {"start": 547.43, "end": 547.69, "word": " listen.", "probability": 0.73583984375}, {"start": 549.19, "end": 549.51, "word": " All", "probability": 0.951171875}, {"start": 549.51, "end": 549.79, "word": " these", "probability": 0.84814453125}, {"start": 549.79, "end": 550.15, "word": " things", "probability": 0.86572265625}, {"start": 550.15, "end": 550.43, "word": " is", "probability": 0.7060546875}, {"start": 550.43, "end": 550.81, "word": " reminding", "probability": 0.88720703125}, {"start": 550.81, "end": 551.21, "word": " us", "probability": 0.939453125}, {"start": 551.21, "end": 551.57, "word": " with", "probability": 0.86376953125}, {"start": 551.57, "end": 551.85, "word": " the", "probability": 0.9111328125}, {"start": 551.85, "end": 552.29, "word": " definition", "probability": 0.9365234375}, {"start": 552.29, "end": 552.53, "word": " of", "probability": 0.966796875}, {"start": 552.53, "end": 552.65, "word": " the", "probability": 0.71435546875}, {"start": 552.65, "end": 552.95, "word": " leadership.", "probability": 0.9130859375}, {"start": 554.49, "end": 554.85, "word": " We", "probability": 0.94677734375}, {"start": 554.85, "end": 554.99, "word": " are", "probability": 0.93115234375}, {"start": 554.99, "end": 555.27, "word": " talking", "probability": 0.8505859375}, {"start": 555.27, "end": 555.59, "word": " about", "probability": 0.912109375}, {"start": 555.59, "end": 555.91, "word": " influence.", "probability": 0.8046875}, {"start": 557.25, "end": 557.67, "word": " Imagine", "probability": 0.8828125}, {"start": 557.67, "end": 557.97, "word": " you", "probability": 0.94580078125}, {"start": 557.97, "end": 558.41, "word": " were", "probability": 0.7822265625}, {"start": 558.41, "end": 558.65, "word": " this", "probability": 0.9423828125}, {"start": 558.65, "end": 559.01, "word": " employee.", "probability": 0.86865234375}], "temperature": 1.0}, {"id": 20, "seek": 58312, "start": 560.18, "end": 583.12, "text": " What is the impact of these words and sentences which were uttered by the mouth of the manager, on your heart and on your mind? Are you going to like and respect your supervisor? Of course. Are you going to correct your mistakes? Of course. Are you willing to continue working under the command of this supervisor or manager? Of course. Because of this we are saying,", "tokens": [708, 307, 264, 2712, 295, 613, 2283, 293, 16579, 597, 645, 17567, 292, 538, 264, 4525, 295, 264, 6598, 11, 322, 428, 1917, 293, 322, 428, 1575, 30, 2014, 291, 516, 281, 411, 293, 3104, 428, 24610, 30, 2720, 1164, 13, 2014, 291, 516, 281, 3006, 428, 8038, 30, 2720, 1164, 13, 2014, 291, 4950, 281, 2354, 1364, 833, 264, 5622, 295, 341, 24610, 420, 6598, 30, 2720, 1164, 13, 1436, 295, 341, 321, 366, 1566, 11], "avg_logprob": -0.11889022550521752, "compression_ratio": 1.803921568627451, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 560.18, "end": 560.44, "word": " What", "probability": 0.7763671875}, {"start": 560.44, "end": 560.62, "word": " is", "probability": 0.919921875}, {"start": 560.62, "end": 560.76, "word": " the", "probability": 0.91162109375}, {"start": 560.76, "end": 561.1, "word": " impact", "probability": 0.98046875}, {"start": 561.1, "end": 561.26, "word": " of", "probability": 0.95263671875}, {"start": 561.26, "end": 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In our Palestinian sector, sometimes managers might have committed too many mistakes. They will say, the best policy to correct any mistakes or problems is to raise the stick. This is wrong, absolutely wrong. 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Or to use the power of abusing. All these are mistaken behaviors. We should give them up. Okay? Go on. Look at this scenario. Tell me what's going on. Two minutes, quickly.", "tokens": [1610, 281, 764, 264, 1347, 295, 11475, 13, 1610, 281, 764, 264, 1347, 295, 410, 7981, 13, 1057, 613, 366, 21333, 15501, 13, 492, 820, 976, 552, 493, 13, 1033, 30, 1037, 322, 13, 2053, 412, 341, 9005, 13, 5115, 385, 437, 311, 516, 322, 13, 4453, 2077, 11, 2661, 13], "avg_logprob": -0.19741586366525063, "compression_ratio": 1.4026845637583893, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 612.63, "end": 613.15, "word": " Or", "probability": 0.489501953125}, {"start": 613.15, "end": 613.57, "word": " to", "probability": 0.80810546875}, {"start": 613.57, "end": 613.77, "word": " use", "probability": 0.865234375}, {"start": 613.77, "end": 613.95, "word": " the", "probability": 0.91064453125}, {"start": 613.95, "end": 614.19, "word": " power", "probability": 0.890625}, {"start": 614.19, "end": 614.45, "word": " of", "probability": 0.96875}, {"start": 614.45, "end": 615.05, "word": " enforcement.", "probability": 0.654296875}, {"start": 616.01, "end": 616.31, "word": " Or", "probability": 0.943359375}, {"start": 616.31, "end": 616.51, "word": " to", "probability": 0.93212890625}, {"start": 616.51, "end": 616.75, "word": " use", "probability": 0.85205078125}, {"start": 616.75, "end": 617.39, "word": " the", "probability": 0.900390625}, {"start": 617.39, "end": 617.59, "word": " power", "probability": 0.8681640625}, {"start": 617.59, "end": 617.85, "word": " of", "probability": 0.96875}, {"start": 617.85, "end": 618.39, "word": " abusing.", "probability": 0.900634765625}, {"start": 619.25, "end": 619.51, "word": " All", "probability": 0.9521484375}, {"start": 619.51, "end": 619.71, "word": " these", "probability": 0.81201171875}, {"start": 619.71, "end": 620.13, "word": " are", "probability": 0.9384765625}, {"start": 620.13, "end": 620.75, "word": " mistaken", "probability": 0.90185546875}, {"start": 620.75, "end": 621.25, "word": " behaviors.", "probability": 0.6552734375}, {"start": 622.13, "end": 622.29, "word": " We", "probability": 0.88818359375}, {"start": 622.29, "end": 622.53, "word": " should", "probability": 0.96435546875}, {"start": 622.53, "end": 622.75, "word": " give", "probability": 0.8857421875}, {"start": 622.75, "end": 622.93, "word": " them", "probability": 0.89599609375}, {"start": 622.93, "end": 623.15, "word": " up.", "probability": 0.97802734375}, {"start": 624.29, "end": 624.55, "word": " Okay?", "probability": 0.59033203125}, {"start": 625.47, "end": 625.69, "word": " Go", "probability": 0.9404296875}, {"start": 625.69, "end": 625.95, "word": " on.", "probability": 0.9462890625}, {"start": 626.29, "end": 626.57, "word": " Look", "probability": 0.857421875}, {"start": 626.57, "end": 626.73, "word": " at", "probability": 0.9658203125}, {"start": 626.73, "end": 626.89, "word": " this", "probability": 0.7158203125}, {"start": 626.89, "end": 627.25, "word": " scenario.", "probability": 0.88525390625}, {"start": 627.33, "end": 627.45, "word": " Tell", "probability": 0.89697265625}, {"start": 627.45, "end": 627.57, "word": " me", "probability": 0.95947265625}, {"start": 627.57, "end": 627.77, "word": " what's", "probability": 0.853515625}, {"start": 627.77, "end": 627.95, "word": " going", "probability": 0.95556640625}, {"start": 627.95, "end": 628.19, "word": " on.", "probability": 0.94921875}, {"start": 628.63, "end": 628.89, "word": " Two", "probability": 0.78515625}, {"start": 628.89, "end": 629.19, "word": " minutes,", "probability": 0.93115234375}, {"start": 629.27, "end": 629.53, "word": " quickly.", "probability": 0.91357421875}], "temperature": 1.0}, {"id": 23, "seek": 67208, "start": 653.28, "end": 672.08, "text": " Okay, what's going on here? Sarah. One of salesperson in the company dealing with customer on telephone very bad without making, without using", "tokens": [1033, 11, 437, 311, 516, 322, 510, 30, 9519, 13, 1485, 295, 5763, 10813, 294, 264, 2237, 6260, 365, 5474, 322, 19800, 588, 1578, 1553, 1455, 11, 1553, 1228], "avg_logprob": -0.30520832240581514, "compression_ratio": 1.2327586206896552, "no_speech_prob": 0.0, "words": [{"start": 653.28, "end": 654.28, "word": " Okay,", "probability": 0.5224609375}, {"start": 654.34, "end": 654.5, "word": " what's", "probability": 0.899658203125}, {"start": 654.5, "end": 654.66, "word": " going", "probability": 0.94970703125}, {"start": 654.66, "end": 654.84, "word": " on", "probability": 0.93017578125}, {"start": 654.84, "end": 655.14, "word": " here?", "probability": 0.7041015625}, {"start": 659.78, "end": 660.78, "word": " Sarah.", "probability": 0.5517578125}, {"start": 661.84, "end": 662.82, "word": " One", "probability": 0.10101318359375}, {"start": 662.82, "end": 663.2, "word": " of", "probability": 0.86572265625}, {"start": 663.2, "end": 663.9, "word": " salesperson", "probability": 0.7158203125}, {"start": 663.9, "end": 664.12, "word": " in", "probability": 0.87939453125}, {"start": 664.12, "end": 664.22, "word": " the", "probability": 0.74560546875}, {"start": 664.22, "end": 664.64, "word": " company", "probability": 0.9150390625}, {"start": 664.64, "end": 665.62, "word": " dealing", "probability": 0.607421875}, {"start": 665.62, "end": 665.9, "word": " with", "probability": 0.9072265625}, {"start": 665.9, "end": 666.28, "word": " customer", "probability": 0.759765625}, {"start": 666.28, "end": 666.58, "word": " on", "probability": 0.75537109375}, {"start": 666.58, "end": 667.28, "word": " telephone", "probability": 0.8779296875}, {"start": 667.28, "end": 667.8, "word": " very", "probability": 0.82275390625}, {"start": 667.8, "end": 668.22, "word": " bad", "probability": 0.9189453125}, {"start": 668.22, "end": 668.72, "word": " without", "probability": 0.79443359375}, {"start": 668.72, "end": 670.0, "word": " making,", "probability": 0.6650390625}, {"start": 670.54, "end": 671.06, "word": " without", "probability": 0.90185546875}, {"start": 671.06, "end": 672.08, "word": " using", "probability": 0.931640625}], "temperature": 1.0}, {"id": 24, "seek": 70089, "start": 673.97, "end": 700.89, "text": " The courtesy treatment. So the employee or the salesperson raised his voice over the customer. Who heard him or who listened to this? The manager. The manager decided to invite him to his office. Why?", "tokens": [440, 41704, 5032, 13, 407, 264, 10738, 420, 264, 5763, 10813, 6005, 702, 3177, 670, 264, 5474, 13, 2102, 2198, 796, 420, 567, 13207, 281, 341, 30, 440, 6598, 13, 440, 6598, 3047, 281, 7980, 796, 281, 702, 3398, 13, 1545, 30], "avg_logprob": -0.21965843647025352, "compression_ratio": 1.467153284671533, "no_speech_prob": 0.0, "words": [{"start": 673.97, "end": 674.27, "word": " The", "probability": 0.41064453125}, {"start": 674.27, "end": 674.63, "word": " courtesy", "probability": 0.6787109375}, {"start": 674.63, "end": 675.27, "word": " treatment.", "probability": 0.89794921875}, {"start": 678.11, "end": 678.11, "word": " So", "probability": 0.186767578125}, {"start": 678.11, "end": 685.05, "word": " the", "probability": 0.615234375}, {"start": 685.05, "end": 685.41, "word": " employee", "probability": 0.83544921875}, {"start": 685.41, "end": 685.83, "word": " or", "probability": 0.81298828125}, {"start": 685.83, "end": 685.99, "word": " the", "probability": 0.587890625}, {"start": 685.99, "end": 686.49, "word": " salesperson", "probability": 0.845703125}, {"start": 686.49, "end": 686.81, "word": " raised", "probability": 0.90185546875}, {"start": 686.81, "end": 687.05, "word": " his", "probability": 0.9619140625}, {"start": 687.05, "end": 687.43, "word": " voice", "probability": 0.91552734375}, {"start": 687.43, "end": 688.61, "word": " over", "probability": 0.859375}, {"start": 688.61, "end": 689.31, "word": " the", "probability": 0.91015625}, {"start": 689.31, "end": 689.67, "word": " customer.", "probability": 0.74609375}, {"start": 690.41, "end": 690.57, "word": " Who", "probability": 0.7587890625}, {"start": 690.57, "end": 690.87, "word": " heard", "probability": 0.9111328125}, {"start": 690.87, "end": 691.09, "word": " him", "probability": 0.919921875}, {"start": 691.09, "end": 691.29, "word": " or", "probability": 0.7919921875}, {"start": 691.29, "end": 691.47, "word": " who", "probability": 0.85693359375}, {"start": 691.47, "end": 691.73, "word": " listened", "probability": 0.86767578125}, {"start": 691.73, "end": 691.87, "word": " to", "probability": 0.95751953125}, {"start": 691.87, "end": 692.07, "word": " this?", "probability": 0.9013671875}, {"start": 692.31, "end": 692.59, "word": " The", "probability": 0.8515625}, {"start": 692.59, "end": 692.91, "word": " manager.", "probability": 0.93212890625}, {"start": 694.73, "end": 695.41, "word": " The", "probability": 0.875}, {"start": 695.41, "end": 695.79, "word": " manager", "probability": 0.95703125}, {"start": 695.79, "end": 697.07, "word": " decided", "probability": 0.94140625}, {"start": 697.07, "end": 698.23, "word": " to", "probability": 0.96728515625}, {"start": 698.23, "end": 698.93, "word": " invite", "probability": 0.93359375}, {"start": 698.93, "end": 699.75, "word": " him", "probability": 0.93115234375}, {"start": 699.75, "end": 699.93, "word": " to", "probability": 0.95361328125}, {"start": 699.93, "end": 700.09, "word": " his", "probability": 0.9619140625}, {"start": 700.09, "end": 700.45, "word": " office.", "probability": 0.90673828125}, {"start": 700.63, "end": 700.89, "word": " Why?", "probability": 0.89306640625}], "temperature": 1.0}, {"id": 25, "seek": 73010, "start": 702.12, "end": 730.1, "text": " to tell him that your behavior is unacceptable. It is rejected by the policy of the FAR. What the manager or how the manager finalized or completed this bad scenario? Which he witnessed? Excellent. Excellent. So the leader number one identified the problem", "tokens": [281, 980, 796, 300, 428, 5223, 307, 31812, 13, 467, 307, 15749, 538, 264, 3897, 295, 264, 27235, 13, 708, 264, 6598, 420, 577, 264, 6598, 2572, 1602, 420, 7365, 341, 1578, 9005, 30, 3013, 415, 21519, 30, 16723, 13, 16723, 13, 407, 264, 5263, 1230, 472, 9234, 264, 1154], "avg_logprob": -0.32015930788189756, "compression_ratio": 1.4602272727272727, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 702.12, "end": 702.32, "word": " to", "probability": 0.64697265625}, {"start": 702.32, "end": 702.56, "word": " tell", "probability": 0.8876953125}, {"start": 702.56, "end": 702.8, "word": " him", "probability": 0.9208984375}, {"start": 702.8, "end": 703.1, "word": " that", "probability": 0.91748046875}, {"start": 703.1, "end": 703.32, "word": " your", "probability": 0.7734375}, {"start": 703.32, "end": 703.78, "word": " behavior", "probability": 0.74658203125}, {"start": 703.78, "end": 704.08, "word": " is", "probability": 0.93798828125}, {"start": 704.08, "end": 704.86, "word": " unacceptable.", "probability": 0.947265625}, {"start": 705.72, "end": 705.8, "word": " It", "probability": 0.69091796875}, {"start": 705.8, "end": 705.96, "word": " is", "probability": 0.8984375}, {"start": 705.96, "end": 706.36, "word": " rejected", "probability": 0.927734375}, {"start": 706.36, "end": 706.6, "word": " by", "probability": 0.9697265625}, {"start": 706.6, "end": 706.78, "word": " the", "probability": 0.92138671875}, {"start": 706.78, "end": 707.02, "word": " policy", "probability": 0.62255859375}, {"start": 707.02, "end": 707.46, "word": " of", "probability": 0.97119140625}, {"start": 707.46, "end": 707.86, "word": " the", "probability": 0.87255859375}, {"start": 707.86, "end": 708.16, "word": " FAR.", "probability": 0.119873046875}, {"start": 711.12, "end": 711.38, "word": " What", "probability": 0.189697265625}, {"start": 711.38, "end": 712.52, "word": " the", "probability": 0.54150390625}, {"start": 712.52, "end": 712.84, "word": " manager", "probability": 0.94970703125}, {"start": 712.84, "end": 714.16, "word": " or", "probability": 0.650390625}, {"start": 714.16, "end": 714.34, "word": " how", "probability": 0.91552734375}, {"start": 714.34, "end": 714.52, "word": " the", "probability": 0.87158203125}, {"start": 714.52, "end": 714.88, "word": " manager", "probability": 0.95654296875}, {"start": 714.88, "end": 716.32, "word": " finalized", "probability": 0.9716796875}, {"start": 716.32, "end": 716.48, "word": " or", "probability": 0.93603515625}, {"start": 716.48, "end": 716.86, "word": " completed", "probability": 0.80517578125}, {"start": 716.86, "end": 717.12, "word": " this", "probability": 0.93994140625}, {"start": 717.12, "end": 717.28, "word": " bad", "probability": 0.86376953125}, {"start": 717.28, "end": 717.72, "word": " scenario?", "probability": 0.8681640625}, {"start": 718.06, "end": 718.14, "word": " Which", "probability": 0.63525390625}, {"start": 718.14, "end": 718.28, "word": " he", "probability": 0.9462890625}, {"start": 718.28, "end": 718.66, "word": " witnessed?", "probability": 0.767578125}, {"start": 720.7, "end": 721.18, "word": " Excellent.", "probability": 0.83251953125}, {"start": 722.84, "end": 723.4, "word": " Excellent.", "probability": 0.65185546875}, {"start": 725.06, "end": 725.22, "word": " So", "probability": 0.87744140625}, {"start": 725.22, "end": 725.42, "word": " the", "probability": 0.73583984375}, {"start": 725.42, "end": 725.88, "word": " leader", "probability": 0.9189453125}, {"start": 725.88, "end": 726.44, "word": " number", "probability": 0.43701171875}, {"start": 726.44, "end": 726.86, "word": " one", "probability": 0.84423828125}, {"start": 726.86, "end": 729.38, "word": " identified", "probability": 0.72802734375}, {"start": 729.38, "end": 729.76, "word": " the", "probability": 0.92431640625}, {"start": 729.76, "end": 730.1, "word": " problem", "probability": 0.87109375}], "temperature": 1.0}, {"id": 26, "seek": 76229, "start": 734.01, "end": 762.29, "text": " Second, gave a clear instruction. Let's call it guidelines. Three, these guidelines led to solution. So the manager here or the leader, he is accepting and diagnosing the problem. He is providing us with clear guidelines, which if we are going to use, we are going to solve this scenario or the problem. 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No. God knows this salesperson might face another scenario in the future. So do you think this salesperson is going to handle with the new scenario in a very nice way? We doubt it. Why? Because the leader didn't provide him with any guidelines, with any recommendations, with any steps to overcome any similar situation in the future. Clear?", "tokens": [1119, 341, 257, 3827, 337, 341, 9005, 30, 883, 13, 1265, 3255, 341, 5763, 10813, 1062, 1851, 1071, 9005, 294, 264, 2027, 13, 407, 360, 291, 519, 341, 5763, 10813, 307, 516, 281, 4813, 365, 264, 777, 9005, 294, 257, 588, 1481, 636, 30, 492, 6385, 309, 13, 1545, 30, 1436, 264, 5263, 994, 380, 2893, 796, 365, 604, 12470, 11, 365, 604, 10434, 11, 365, 604, 4439, 281, 10473, 604, 2531, 2590, 294, 264, 2027, 13, 14993, 30], "avg_logprob": -0.15761718843132258, "compression_ratio": 1.704035874439462, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 794.07, "end": 794.43, "word": " Is", "probability": 0.59033203125}, {"start": 794.43, "end": 794.67, "word": " this", "probability": 0.9228515625}, {"start": 794.67, "end": 794.85, "word": " a", "probability": 0.95849609375}, {"start": 794.85, "end": 795.17, "word": " solution", "probability": 0.94873046875}, {"start": 795.17, "end": 795.39, "word": " for", "probability": 0.916015625}, {"start": 795.39, "end": 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823.9, "end": 846.96, "text": " The role of the leader is very big and wide. The role of the leader is comprehensive. The role of the leader doesn't restrict it to the authority or the power which he or she can use. But it includes orientation, education, training, advice, recommendation and so on. Farah, what would you like to say?", "tokens": [440, 3090, 295, 264, 5263, 307, 588, 955, 293, 4874, 13, 440, 3090, 295, 264, 5263, 307, 13914, 13, 440, 3090, 295, 264, 5263, 1177, 380, 7694, 309, 281, 264, 8281, 420, 264, 1347, 597, 415, 420, 750, 393, 764, 13, 583, 309, 5974, 14764, 11, 3309, 11, 3097, 11, 5192, 11, 11879, 293, 370, 322, 13, 9067, 545, 11, 437, 576, 291, 411, 281, 584, 30], "avg_logprob": -0.13740808735875523, "compression_ratio": 1.6740331491712708, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 823.9, "end": 824.16, "word": " The", "probability": 0.75537109375}, {"start": 824.16, "end": 824.34, "word": " role", "probability": 0.96142578125}, {"start": 824.34, "end": 824.48, "word": " of", "probability": 0.9736328125}, {"start": 824.48, "end": 824.62, "word": " the", "probability": 0.86376953125}, {"start": 824.62, "end": 824.9, "word": " leader", "probability": 0.90625}, {"start": 824.9, "end": 825.78, "word": " is", "probability": 0.943359375}, 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889.61, "text": " exactly exactly exactly and we are focusing on the policy this is priority number one for us as a sales company good listen these are assertiveness steps which should be adopted by the sales manager where we are providing you with some information like describe what you see is going on we can use this quote and so on try to read them at home", "tokens": [2293, 2293, 2293, 293, 321, 366, 8416, 322, 264, 3897, 341, 307, 9365, 1230, 472, 337, 505, 382, 257, 5763, 2237, 665, 2140, 613, 366, 19810, 8477, 4439, 597, 820, 312, 12175, 538, 264, 5763, 6598, 689, 321, 366, 6530, 291, 365, 512, 1589, 411, 6786, 437, 291, 536, 307, 516, 322, 321, 393, 764, 341, 6513, 293, 370, 322, 853, 281, 1401, 552, 412, 1280], "avg_logprob": -0.15566697227421092, "compression_ratio": 1.6862745098039216, "no_speech_prob": 0.0, "words": [{"start": 861.67, "end": 862.27, "word": " exactly", "probability": 0.1761474609375}, {"start": 862.27, "end": 862.87, "word": " exactly", "probability": 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Now, let's begin our discussion by asking you this similar question. Do you believe in the change? Or do you like the change? When we are saying do you like the change, we are not talking hypothetically. We are not talking in theory. I am talking actually. 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Yes, no, why? If you are going to ask me the same question, I might tell you, I like routine. Oh, this is real. Somebody is going to say, why? 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Clear? Okay, so these things we are going to talk about change management process. We are going to begin with a questionnaire. I want to implement this questionnaire in you in real.", "tokens": [639, 307, 264, 3494, 597, 321, 393, 7286, 3654, 439, 264, 561, 439, 670, 264, 1002, 13, 14993, 30, 1033, 11, 370, 613, 721, 321, 366, 516, 281, 751, 466, 1319, 4592, 1399, 13, 492, 366, 516, 281, 1841, 365, 257, 44702, 13, 286, 528, 281, 4445, 341, 44702, 294, 291, 294, 957, 13], "avg_logprob": -0.1585227223959836, "compression_ratio": 1.5232558139534884, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 999.93, "end": 1000.27, "word": " This", "probability": 0.65576171875}, {"start": 1000.27, "end": 1000.49, "word": " is", "probability": 0.95068359375}, {"start": 1000.49, "end": 1000.85, "word": " the", "probability": 0.89599609375}, {"start": 1000.85, "end": 1001.49, "word": " truth", "probability": 0.92431640625}, {"start": 1001.49, "end": 1002.35, "word": " which", "probability": 0.73486328125}, {"start": 1002.35, "end": 1002.51, "word": " we", "probability": 0.95068359375}, {"start": 1002.51, "end": 1002.69, "word": " can", "probability": 0.94970703125}, {"start": 1002.69, "end": 1003.03, "word": " witness", "probability": 0.78759765625}, {"start": 1003.03, "end": 1003.33, "word": " among", "probability": 0.91650390625}, {"start": 1003.33, "end": 1003.95, "word": " all", "probability": 0.94873046875}, {"start": 1003.95, "end": 1004.47, "word": " the", "probability": 0.8984375}, {"start": 1004.47, "end": 1004.79, "word": " people", "probability": 0.970703125}, {"start": 1004.79, "end": 1005.01, "word": " all", "probability": 0.939453125}, {"start": 1005.01, "end": 1005.23, "word": " over", "probability": 0.92431640625}, {"start": 1005.23, "end": 1005.41, "word": " the", "probability": 0.92236328125}, {"start": 1005.41, "end": 1005.61, "word": " world.", "probability": 0.9501953125}, {"start": 1007.21, "end": 1007.49, "word": " Clear?", "probability": 0.9375}, {"start": 1008.69, "end": 1009.25, "word": " Okay,", "probability": 0.5576171875}, {"start": 1009.61, "end": 1009.89, "word": " so", "probability": 0.90771484375}, {"start": 1009.89, "end": 1010.27, "word": " these", "probability": 0.79638671875}, {"start": 1010.27, "end": 1010.67, "word": " things", "probability": 0.86376953125}, {"start": 1010.67, "end": 1011.01, "word": " we", "probability": 0.61767578125}, {"start": 1011.01, "end": 1011.15, "word": " are", "probability": 0.92333984375}, {"start": 1011.15, "end": 1011.33, "word": " going", "probability": 0.94677734375}, {"start": 1011.33, "end": 1011.45, "word": " to", "probability": 0.970703125}, {"start": 1011.45, "end": 1011.61, "word": " talk", "probability": 0.88427734375}, {"start": 1011.61, "end": 1011.87, "word": " about", "probability": 0.8974609375}, {"start": 1011.87, "end": 1012.13, "word": " change", "probability": 0.63916015625}, {"start": 1012.13, "end": 1012.41, "word": " management", "probability": 0.9423828125}, {"start": 1012.41, "end": 1012.79, "word": " process.", "probability": 0.921875}, {"start": 1013.47, "end": 1013.69, "word": " We", "probability": 0.943359375}, {"start": 1013.69, "end": 1013.85, "word": " are", "probability": 0.93701171875}, {"start": 1013.85, "end": 1014.05, "word": " going", "probability": 0.9423828125}, {"start": 1014.05, "end": 1014.21, "word": " to", "probability": 0.96923828125}, {"start": 1014.21, "end": 1014.53, "word": " begin", "probability": 0.85302734375}, {"start": 1014.53, "end": 1015.49, "word": " with", "probability": 0.89990234375}, {"start": 1015.49, "end": 1016.05, "word": " a", "probability": 0.99609375}, {"start": 1016.05, "end": 1016.57, "word": " questionnaire.", "probability": 0.9423828125}, {"start": 1018.01, "end": 1018.23, "word": " I", "probability": 0.71630859375}, {"start": 1018.23, "end": 1018.57, "word": " want", "probability": 0.89453125}, {"start": 1018.57, "end": 1018.73, "word": " to", "probability": 0.96728515625}, {"start": 1018.73, "end": 1018.97, "word": " implement", "probability": 0.88671875}, {"start": 1018.97, "end": 1019.21, "word": " this", "probability": 0.94091796875}, {"start": 1019.21, "end": 1019.79, "word": " questionnaire", "probability": 0.92724609375}, {"start": 1019.79, "end": 1020.05, "word": " in", "probability": 0.61669921875}, {"start": 1020.05, "end": 1020.29, "word": " you", "probability": 0.7158203125}, {"start": 1020.29, "end": 1020.53, "word": " in", "probability": 0.8193359375}, {"start": 1020.53, "end": 1020.73, "word": " real.", "probability": 0.90185546875}], "temperature": 1.0}, {"id": 36, "seek": 104699, "start": 1021.75, "end": 1046.99, "text": " In other words, we are going to use Likert Scale, and Likert Scale as you know, it consists of five parts, it begins from SA, strongly agree, and it ends by SD, strongly disagree. And a question mark, it refers to undecided. A agree, D disagree. 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In other words, sentence number one, I try new ideas and new approaches to problems. Try to evaluate yourself in real, not according to what should be done, but according to what you are doing actually in your daily life. Try to use one of these answers. For example, I might say this thing.", "tokens": [286, 528, 291, 281, 1401, 552, 293, 853, 281, 1867, 420, 281, 652, 364, 1867, 337, 552, 13, 682, 661, 2283, 11, 8174, 1230, 472, 11, 286, 853, 777, 3487, 293, 777, 11587, 281, 2740, 13, 6526, 281, 13059, 1803, 294, 957, 11, 406, 4650, 281, 437, 820, 312, 1096, 11, 457, 4650, 281, 437, 291, 366, 884, 767, 294, 428, 5212, 993, 13, 6526, 281, 764, 472, 295, 613, 6338, 13, 1171, 1365, 11, 286, 1062, 584, 341, 551, 13], "avg_logprob": -0.15405869011471912, "compression_ratio": 1.6898148148148149, "no_speech_prob": 0.0, "words": [{"start": 1048.09, "end": 1048.33, "word": " I", "probability": 0.8916015625}, {"start": 1048.33, "end": 1048.65, "word": " want", "probability": 0.8837890625}, {"start": 1048.65, "end": 1048.77, "word": " you", "probability": 0.95654296875}, {"start": 1048.77, "end": 1048.93, "word": " to", "probability": 0.9638671875}, {"start": 1048.93, "end": 1049.15, "word": " read", "probability": 0.96337890625}, {"start": 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Begin. These are six sentences and I'm going to give you two minutes to answer them quickly. Give the answer. Write the letter down. 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Sentence number two, I take things or situations apart to find out how they work. It's easy. Number three, I can be counted on. 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In other words, my friends are going to run after me to find a solution for this scenario. This is the meaning of sentence number three. Gone. After you are done, tell me you are done. Somebody is going to say this is applicable within employees who are working in firms. 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Five, I demonstrate originality. Originality means innovation. Originality means asala. In other words, all the time I am adopting new techniques, techniques and methods and approach which weren't experimented or used by others. Originality asala. Demonstrate, prove, show.", "tokens": [759, 291, 360, 406, 1223, 472, 295, 264, 16579, 11, 5300, 428, 1011, 13, 9436, 11, 286, 11698, 4957, 1860, 13, 45313, 1860, 1355, 8504, 13, 45313, 1860, 1355, 382, 5159, 13, 682, 661, 2283, 11, 439, 264, 565, 286, 669, 32328, 777, 7512, 11, 7512, 293, 7150, 293, 3109, 597, 4999, 380, 5120, 292, 420, 1143, 538, 2357, 13, 45313, 1860, 382, 5159, 13, 4686, 4068, 4404, 11, 7081, 11, 855, 13], "avg_logprob": -0.1757812556382772, "compression_ratio": 1.6568627450980393, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1159.5, "end": 1159.76, "word": " If", "probability": 0.802734375}, {"start": 1159.76, "end": 1159.88, "word": " you", "probability": 0.96484375}, {"start": 1159.88, "end": 1160.0, "word": " do", "probability": 0.845703125}, {"start": 1160.0, "end": 1160.16, "word": " not", "probability": 0.95361328125}, {"start": 1160.16, "end": 1160.66, "word": " understand", "probability": 0.78564453125}, {"start": 1160.66, "end": 1160.88, "word": " one", "probability": 0.8984375}, {"start": 1160.88, "end": 1161.0, "word": " of", "probability": 0.958984375}, {"start": 1161.0, "end": 1161.1, "word": " the", "probability": 0.884765625}, {"start": 1161.1, "end": 1161.5, "word": " sentences,", "probability": 0.91015625}, {"start": 1161.74, "end": 1161.88, "word": " raise", "probability": 0.841796875}, {"start": 1161.88, "end": 1162.34, "word": " your", "probability": 0.8828125}, {"start": 1162.34, "end": 1162.6, "word": " hand.", "probability": 0.85009765625}, {"start": 1163.32, "end": 1163.72, "word": " Five,", "probability": 0.368408203125}, {"start": 1164.38, "end": 1164.68, "word": " I", "probability": 0.90234375}, {"start": 1164.68, "end": 1165.2, "word": " demonstrate", "probability": 0.61279296875}, {"start": 1165.2, "end": 1166.04, "word": " originality.", "probability": 0.943115234375}, {"start": 1166.56, "end": 1167.16, "word": " Originality", "probability": 0.900146484375}, {"start": 1167.16, "end": 1167.48, "word": " means", "probability": 0.93212890625}, {"start": 1167.48, "end": 1168.06, "word": " innovation.", "probability": 0.86279296875}, {"start": 1168.84, "end": 1169.26, "word": " Originality", "probability": 0.872314453125}, {"start": 1169.26, "end": 1169.56, "word": " means", "probability": 0.92724609375}, {"start": 1169.56, "end": 1170.04, "word": " asala.", "probability": 0.5206298828125}, {"start": 1171.28, "end": 1171.42, "word": " In", "probability": 0.861328125}, {"start": 1171.42, "end": 1171.6, "word": " other", "probability": 0.89697265625}, {"start": 1171.6, "end": 1172.0, "word": " words,", "probability": 0.8759765625}, {"start": 1172.82, "end": 1173.08, "word": " all", "probability": 0.92431640625}, {"start": 1173.08, "end": 1173.28, "word": " the", "probability": 0.92236328125}, {"start": 1173.28, "end": 1173.64, "word": " time", "probability": 0.8828125}, {"start": 1173.64, "end": 1173.82, "word": " I", "probability": 0.84814453125}, {"start": 1173.82, "end": 1173.96, "word": " am", "probability": 0.83544921875}, {"start": 1173.96, "end": 1174.42, "word": " adopting", "probability": 0.9111328125}, {"start": 1174.42, "end": 1174.76, "word": " new", "probability": 0.82568359375}, {"start": 1174.76, "end": 1175.3, "word": " techniques,", "probability": 0.9052734375}, {"start": 1175.9, "end": 1176.4, "word": " techniques", "probability": 0.890625}, {"start": 1176.4, "end": 1176.66, "word": " and", "probability": 0.8642578125}, {"start": 1176.66, "end": 1176.98, "word": " methods", "probability": 0.89599609375}, {"start": 1176.98, "end": 1177.24, "word": " and", "probability": 0.9013671875}, {"start": 1177.24, "end": 1177.62, "word": " approach", "probability": 0.6435546875}, {"start": 1177.62, "end": 1178.1, "word": " which", "probability": 0.81103515625}, {"start": 1178.1, "end": 1178.6, "word": " weren't", "probability": 0.821533203125}, {"start": 1178.6, "end": 1179.44, "word": " experimented", "probability": 0.908447265625}, {"start": 1179.44, "end": 1179.88, "word": " or", "probability": 0.91943359375}, {"start": 1179.88, "end": 1180.18, "word": " used", "probability": 0.91650390625}, {"start": 1180.18, "end": 1180.68, "word": " by", "probability": 0.97119140625}, {"start": 1180.68, "end": 1181.48, "word": " others.", "probability": 0.859375}, {"start": 1183.4, "end": 1183.9, "word": " Originality", "probability": 0.899169921875}, {"start": 1183.9, "end": 1184.36, "word": " asala.", "probability": 0.905029296875}, {"start": 1184.84, "end": 1185.46, "word": " Demonstrate,", "probability": 0.9833984375}, {"start": 1185.62, "end": 1185.98, "word": " prove,", "probability": 0.916015625}, {"start": 1186.62, "end": 1186.92, "word": " show.", "probability": 0.94287109375}], "temperature": 1.0}, {"id": 42, "seek": 122004, "start": 1196.92, "end": 1220.04, "text": " Done? Done? Okay, another six. Quickly. If you do not understand one sentence, raise your hand.", "tokens": [18658, 30, 18658, 30, 1033, 11, 1071, 2309, 13, 31800, 13, 759, 291, 360, 406, 1223, 472, 8174, 11, 5300, 428, 1011, 13], "avg_logprob": -0.16748047433793545, "compression_ratio": 1.0666666666666667, "no_speech_prob": 0.0, "words": [{"start": 1196.92, "end": 1197.76, "word": " Done?", "probability": 0.72509765625}, {"start": 1200.52, "end": 1201.36, "word": " Done?", "probability": 0.68505859375}, {"start": 1204.48, "end": 1205.32, "word": " Okay,", "probability": 0.7060546875}, {"start": 1205.86, "end": 1206.14, "word": " another", "probability": 0.91064453125}, {"start": 1206.14, "end": 1206.54, "word": " six.", "probability": 0.7060546875}, {"start": 1208.02, "end": 1208.54, "word": " Quickly.", "probability": 0.87158203125}, {"start": 1216.46, "end": 1217.3, "word": " If", "probability": 0.95703125}, {"start": 1217.3, "end": 1217.38, "word": " you", "probability": 0.96630859375}, {"start": 1217.38, "end": 1217.48, "word": " do", "probability": 0.87158203125}, {"start": 1217.48, "end": 1217.62, "word": " not", "probability": 0.95361328125}, {"start": 1217.62, "end": 1218.04, "word": " understand", "probability": 0.83349609375}, {"start": 1218.04, "end": 1218.28, "word": " one", "probability": 0.927734375}, {"start": 1218.28, "end": 1218.72, "word": " sentence,", "probability": 0.9453125}, {"start": 1219.34, "end": 1219.62, "word": " raise", "probability": 0.90185546875}, {"start": 1219.62, "end": 1219.78, "word": " your", "probability": 0.88818359375}, {"start": 1219.78, "end": 1220.04, "word": " hand.", "probability": 0.87744140625}], "temperature": 1.0}, {"id": 43, "seek": 126154, "start": 1234.34, "end": 1261.54, "text": " Write down the number and write down your answer. That's it. Shy. In other words, if my friends were asked, they would say I am wet.", "tokens": [23499, 760, 264, 1230, 293, 2464, 760, 428, 1867, 13, 663, 311, 309, 13, 45250, 13, 682, 661, 2283, 11, 498, 452, 1855, 645, 2351, 11, 436, 576, 584, 286, 669, 6630, 13], "avg_logprob": -0.1471737066612524, "compression_ratio": 1.2314814814814814, "no_speech_prob": 0.0, "words": [{"start": 1234.34, "end": 1234.64, "word": " Write", "probability": 0.865234375}, {"start": 1234.64, "end": 1234.88, "word": " down", "probability": 0.84814453125}, {"start": 1234.88, "end": 1235.06, "word": " the", "probability": 0.88671875}, {"start": 1235.06, "end": 1235.3, "word": " number", "probability": 0.9453125}, {"start": 1235.3, "end": 1235.74, "word": " and", "probability": 0.77734375}, {"start": 1235.74, "end": 1235.94, "word": " write", "probability": 0.91552734375}, {"start": 1235.94, "end": 1236.32, "word": " down", "probability": 0.82470703125}, {"start": 1236.32, "end": 1236.7, "word": " your", "probability": 0.89501953125}, {"start": 1236.7, "end": 1237.08, "word": " answer.", "probability": 0.9580078125}, {"start": 1237.3, "end": 1237.48, "word": " That's", "probability": 0.938232421875}, {"start": 1237.48, "end": 1237.76, "word": " it.", "probability": 0.95849609375}, {"start": 1253.56, "end": 1254.12, "word": " Shy.", "probability": 0.293701171875}, {"start": 1256.44, "end": 1256.8, "word": " In", "probability": 0.93994140625}, {"start": 1256.8, "end": 1256.96, "word": " other", "probability": 0.9052734375}, {"start": 1256.96, "end": 1257.36, "word": " words,", "probability": 0.88427734375}, {"start": 1257.74, "end": 1257.9, "word": " if", "probability": 0.94140625}, {"start": 1257.9, "end": 1258.12, "word": " my", "probability": 0.97509765625}, {"start": 1258.12, "end": 1258.48, "word": " friends", "probability": 0.78271484375}, {"start": 1258.48, "end": 1258.74, "word": " were", "probability": 0.90478515625}, {"start": 1258.74, "end": 1259.22, "word": " asked,", "probability": 0.8310546875}, {"start": 1260.1, "end": 1260.38, "word": " they", "probability": 0.88671875}, {"start": 1260.38, "end": 1260.62, "word": " would", "probability": 0.9228515625}, {"start": 1260.62, "end": 1260.9, "word": " say", "probability": 0.95068359375}, {"start": 1260.9, "end": 1261.08, "word": " I", "probability": 0.72216796875}, {"start": 1261.08, "end": 1261.26, "word": " am", "probability": 0.865234375}, {"start": 1261.26, "end": 1261.54, "word": " wet.", "probability": 0.8720703125}], "temperature": 1.0}, {"id": 44, "seek": 127179, "start": 1262.21, "end": 1271.79, "text": " Shy, hesitant to respond, hesitant to participate. Why here? It refers to the action of each friend.", "tokens": [45250, 11, 36290, 281, 4196, 11, 36290, 281, 8197, 13, 1545, 510, 30, 467, 14942, 281, 264, 3069, 295, 1184, 1277, 13], "avg_logprob": -0.20822010610414587, "compression_ratio": 1.188235294117647, "no_speech_prob": 0.0, "words": [{"start": 1262.21, "end": 1262.77, "word": " Shy,", "probability": 0.59033203125}, {"start": 1263.01, "end": 1263.33, "word": " hesitant", "probability": 0.7744140625}, {"start": 1263.33, "end": 1263.57, "word": " to", "probability": 0.97216796875}, {"start": 1263.57, "end": 1263.97, "word": " respond,", "probability": 0.84375}, {"start": 1264.73, "end": 1265.01, "word": " hesitant", "probability": 0.783203125}, {"start": 1265.01, "end": 1265.25, "word": " to", "probability": 0.97705078125}, {"start": 1265.25, "end": 1265.63, "word": " participate.", "probability": 0.96435546875}, {"start": 1266.99, "end": 1267.31, "word": " Why", "probability": 0.61474609375}, {"start": 1267.31, "end": 1267.73, "word": " here?", "probability": 0.435546875}, {"start": 1268.39, "end": 1268.65, "word": " It", "probability": 0.89599609375}, {"start": 1268.65, "end": 1269.11, "word": " refers", "probability": 0.85498046875}, {"start": 1269.11, "end": 1269.45, "word": " to", "probability": 0.9716796875}, {"start": 1269.45, "end": 1270.47, "word": " the", "probability": 0.88232421875}, {"start": 1270.47, "end": 1270.91, "word": " action", "probability": 0.6357421875}, {"start": 1270.91, "end": 1271.19, "word": " of", "probability": 0.93505859375}, {"start": 1271.19, "end": 1271.45, "word": " each", "probability": 0.951171875}, {"start": 1271.45, "end": 1271.79, "word": " friend.", "probability": 0.75439453125}], "temperature": 1.0}, {"id": 45, "seek": 132266, "start": 1293.06, "end": 1322.66, "text": " Done? Eleven? I silly dumb, I rarely stick to the rules or follow protocol. In other words, a protocol and rules and norms are not sacred. Sometimes I can avoid them. It depends on the situation in which I am in. Finished? Done?", "tokens": [18658, 30, 48548, 30, 286, 11774, 10316, 11, 286, 13752, 2897, 281, 264, 4474, 420, 1524, 10336, 13, 682, 661, 2283, 11, 257, 10336, 293, 4474, 293, 24357, 366, 406, 15757, 13, 4803, 286, 393, 5042, 552, 13, 467, 5946, 322, 264, 2590, 294, 597, 286, 669, 294, 13, 48188, 30, 18658, 30], "avg_logprob": -0.20052083609280763, "compression_ratio": 1.4223602484472049, "no_speech_prob": 0.0, "words": [{"start": 1293.06, "end": 1293.78, "word": " Done?", "probability": 0.6748046875}, {"start": 1294.82, "end": 1295.34, "word": " Eleven?", "probability": 0.677734375}, {"start": 1296.02, "end": 1296.32, "word": " I", "probability": 0.90380859375}, {"start": 1296.32, "end": 1296.62, "word": " silly", "probability": 0.53564453125}, {"start": 1296.62, "end": 1296.9, "word": " dumb,", "probability": 0.7236328125}, {"start": 1297.08, "end": 1297.22, "word": " I", "probability": 0.943359375}, {"start": 1297.22, "end": 1297.58, "word": " rarely", "probability": 0.7705078125}, {"start": 1297.58, "end": 1299.06, "word": " stick", "probability": 0.7861328125}, {"start": 1299.06, "end": 1299.32, "word": " to", "probability": 0.9677734375}, {"start": 1299.32, "end": 1299.48, "word": " the", "probability": 0.86572265625}, {"start": 1299.48, "end": 1299.84, "word": " rules", "probability": 0.87451171875}, {"start": 1299.84, "end": 1300.2, "word": " or", "probability": 0.92138671875}, {"start": 1300.2, "end": 1300.48, "word": " follow", "probability": 0.9150390625}, {"start": 1300.48, "end": 1301.12, "word": " protocol.", "probability": 0.7578125}, {"start": 1302.06, "end": 1302.18, "word": " In", "probability": 0.95068359375}, {"start": 1302.18, "end": 1302.38, "word": " other", "probability": 0.900390625}, {"start": 1302.38, "end": 1302.84, "word": " words,", "probability": 0.87890625}, {"start": 1303.64, "end": 1303.8, "word": " a", "probability": 0.416748046875}, {"start": 1303.8, "end": 1304.22, "word": " protocol", "probability": 0.9453125}, {"start": 1304.22, "end": 1304.86, "word": " and", "probability": 0.8916015625}, {"start": 1304.86, "end": 1305.32, "word": " rules", "probability": 0.85400390625}, {"start": 1305.32, "end": 1305.6, "word": " and", "probability": 0.822265625}, {"start": 1305.6, "end": 1305.96, "word": " norms", "probability": 0.94140625}, {"start": 1305.96, "end": 1306.28, "word": " are", "probability": 0.92919921875}, {"start": 1306.28, "end": 1306.54, "word": " not", "probability": 0.9462890625}, {"start": 1306.54, "end": 1306.96, "word": " sacred.", "probability": 0.908203125}, {"start": 1307.96, "end": 1308.34, "word": " Sometimes", "probability": 0.90234375}, {"start": 1308.34, "end": 1308.62, "word": " I", "probability": 0.896484375}, {"start": 1308.62, "end": 1308.8, "word": " can", "probability": 0.89111328125}, {"start": 1308.8, "end": 1309.1, "word": " avoid", "probability": 0.77099609375}, {"start": 1309.1, "end": 1309.42, "word": " them.", "probability": 0.88916015625}, {"start": 1309.98, "end": 1310.16, "word": " It", "probability": 0.50732421875}, {"start": 1310.16, "end": 1310.52, "word": " depends", "probability": 0.86767578125}, {"start": 1310.52, "end": 1310.72, "word": " on", "probability": 0.94384765625}, {"start": 1310.72, "end": 1310.84, "word": " the", "probability": 0.91748046875}, {"start": 1310.84, "end": 1311.28, "word": " situation", "probability": 0.9189453125}, {"start": 1311.28, "end": 1311.84, "word": " in", "probability": 0.79541015625}, {"start": 1311.84, "end": 1311.98, "word": " which", "probability": 0.94384765625}, {"start": 1311.98, "end": 1312.12, "word": " I", "probability": 0.99267578125}, {"start": 1312.12, "end": 1312.24, "word": " am", "probability": 0.607421875}, {"start": 1312.24, "end": 1312.48, "word": " in.", "probability": 0.9443359375}, {"start": 1318.48, "end": 1319.2, "word": " Finished?", "probability": 0.89990234375}, {"start": 1321.94, "end": 1322.66, "word": " Done?", "probability": 0.86865234375}], "temperature": 1.0}, {"id": 46, "seek": 134834, "start": 1325.34, "end": 1348.34, "text": " Go to the final set of the questions. Final set. Which centers Hanin?", "tokens": [1037, 281, 264, 2572, 992, 295, 264, 1651, 13, 13443, 992, 13, 3013, 10898, 7820, 259, 30], "avg_logprob": -0.3044704844554265, "compression_ratio": 1.044776119402985, "no_speech_prob": 0.0, "words": [{"start": 1325.34, "end": 1325.62, "word": " Go", "probability": 0.80322265625}, {"start": 1325.62, "end": 1325.78, "word": " to", "probability": 0.96240234375}, {"start": 1325.78, "end": 1325.94, "word": " the", "probability": 0.9208984375}, {"start": 1325.94, "end": 1326.12, "word": " final", "probability": 0.921875}, {"start": 1326.12, "end": 1326.38, "word": " set", "probability": 0.94921875}, {"start": 1326.38, "end": 1326.52, "word": " of", "probability": 0.9677734375}, {"start": 1326.52, "end": 1326.62, "word": " the", "probability": 0.78466796875}, {"start": 1326.62, "end": 1327.02, "word": " questions.", "probability": 0.8935546875}, {"start": 1328.4, "end": 1328.66, "word": " Final", "probability": 0.75732421875}, {"start": 1328.66, "end": 1329.08, "word": " set.", "probability": 0.9453125}, {"start": 1347.24, "end": 1347.76, "word": " Which", "probability": 0.7431640625}, {"start": 1347.76, "end": 1348.0, "word": " centers", "probability": 0.281982421875}, {"start": 1348.0, "end": 1348.34, "word": " Hanin?", "probability": 0.3046875}], "temperature": 1.0}, {"id": 47, "seek": 137744, "start": 1350.4, "end": 1377.44, "text": " I probably will not turn down ambiguous job assignments. Turn down, leave, ignore, avoid. And contrary, I'm going to visit them. Fifteen people who departed, leave.", "tokens": [286, 1391, 486, 406, 1261, 760, 39465, 1691, 22546, 13, 7956, 760, 11, 1856, 11, 11200, 11, 5042, 13, 400, 19506, 11, 286, 478, 516, 281, 3441, 552, 13, 21501, 9791, 561, 567, 47018, 11, 1856, 13], "avg_logprob": -0.28659538532558243, "compression_ratio": 1.2595419847328244, "no_speech_prob": 0.0, "words": [{"start": 1350.4, "end": 1350.7, "word": " I", "probability": 0.8583984375}, {"start": 1350.7, "end": 1351.2, "word": " probably", "probability": 0.55712890625}, {"start": 1351.2, "end": 1351.44, "word": " will", "probability": 0.8203125}, {"start": 1351.44, "end": 1351.7, "word": " not", "probability": 0.9365234375}, {"start": 1351.7, "end": 1351.94, "word": " turn", "probability": 0.73291015625}, {"start": 1351.94, "end": 1352.34, "word": " down", "probability": 0.87353515625}, {"start": 1352.34, "end": 1352.8, "word": " ambiguous", "probability": 0.8017578125}, {"start": 1352.8, "end": 1353.18, "word": " job", "probability": 0.97021484375}, {"start": 1353.18, "end": 1353.78, "word": " assignments.", "probability": 0.9287109375}, {"start": 1353.94, "end": 1354.08, "word": " Turn", "probability": 0.736328125}, {"start": 1354.08, "end": 1354.42, "word": " down,", "probability": 0.798828125}, {"start": 1354.54, "end": 1354.86, "word": " leave,", "probability": 0.94970703125}, {"start": 1355.08, "end": 1355.52, "word": " ignore,", "probability": 0.87255859375}, {"start": 1356.64, "end": 1357.26, "word": " avoid.", "probability": 0.91650390625}, {"start": 1358.24, "end": 1358.4, "word": " And", "probability": 0.492919921875}, {"start": 1358.4, "end": 1358.74, "word": " contrary,", "probability": 0.7109375}, {"start": 1358.8, "end": 1359.0, "word": " I'm", "probability": 0.88427734375}, {"start": 1359.0, "end": 1359.16, "word": " going", "probability": 0.94873046875}, {"start": 1359.16, "end": 1359.32, "word": " to", "probability": 0.97509765625}, {"start": 1359.32, "end": 1359.52, "word": " visit", "probability": 0.41259765625}, {"start": 1359.52, "end": 1360.26, "word": " them.", "probability": 0.88818359375}, {"start": 1374.62, "end": 1375.3, "word": " Fifteen", "probability": 0.843017578125}, {"start": 1375.3, "end": 1375.5, "word": " people", "probability": 0.220458984375}, {"start": 1375.5, "end": 1376.4, "word": " who", "probability": 0.802734375}, {"start": 1376.4, "end": 1376.98, "word": " departed,", "probability": 0.68603515625}, {"start": 1377.06, "end": 1377.44, "word": " leave.", "probability": 0.77783203125}], "temperature": 1.0}, {"id": 48, "seek": 138149, "start": 1378.23, "end": 1381.49, "text": " from the accepted organizational routine should not be punished.", "tokens": [490, 264, 9035, 24730, 9927, 820, 406, 312, 22365, 13], "avg_logprob": -0.24680397727272727, "compression_ratio": 1.015625, "no_speech_prob": 0.0, "words": [{"start": 1378.23, "end": 1378.51, "word": " from", "probability": 0.47705078125}, {"start": 1378.51, "end": 1378.69, "word": " the", "probability": 0.9150390625}, {"start": 1378.69, "end": 1379.03, "word": " accepted", "probability": 0.93408203125}, {"start": 1379.03, "end": 1379.65, "word": " organizational", "probability": 0.8701171875}, {"start": 1379.65, "end": 1380.17, "word": " routine", "probability": 0.9541015625}, {"start": 1380.17, "end": 1380.69, "word": " should", "probability": 0.80908203125}, {"start": 1380.69, "end": 1380.93, "word": " not", "probability": 0.9482421875}, {"start": 1380.93, "end": 1381.07, "word": " be", "probability": 0.947265625}, {"start": 1381.07, "end": 1381.49, "word": " punished.", "probability": 0.91748046875}], "temperature": 1.0}, {"id": 49, "seek": 143324, "start": 1403.76, "end": 1433.24, "text": " As we said, this isn't only applicable on the employees in organizations. Also, it is applicable on us. We are dealing with our families as organizations. We are dealing with our colleagues and classmates as organizations. We are dealing with friends in the neighborhood as organizations. We will demonstrate this after a while. Done? Now. Done?", "tokens": [1018, 321, 848, 11, 341, 1943, 380, 787, 21142, 322, 264, 6619, 294, 6150, 13, 2743, 11, 309, 307, 21142, 322, 505, 13, 492, 366, 6260, 365, 527, 4466, 382, 6150, 13, 492, 366, 6260, 365, 527, 7734, 293, 24964, 382, 6150, 13, 492, 366, 6260, 365, 1855, 294, 264, 7630, 382, 6150, 13, 492, 486, 11698, 341, 934, 257, 1339, 13, 18658, 30, 823, 13, 18658, 30], "avg_logprob": -0.2078804347826087, "compression_ratio": 1.9116022099447514, "no_speech_prob": 0.0, "words": [{"start": 1403.76, "end": 1404.1, "word": " As", "probability": 0.79443359375}, {"start": 1404.1, "end": 1404.26, "word": " we", "probability": 0.95703125}, {"start": 1404.26, "end": 1404.58, "word": " said,", "probability": 0.931640625}, {"start": 1405.5, "end": 1405.68, "word": " this", "probability": 0.6162109375}, {"start": 1405.68, "end": 1405.9, "word": " isn't", "probability": 0.7666015625}, {"start": 1405.9, "end": 1406.12, "word": " only", "probability": 0.78369140625}, {"start": 1406.12, "end": 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SD evaluated by one point. This is four, three, two. Try to calculate your answer quickly. Try to calculate your answer. Strongly agree five points. Agree four points.", "tokens": [16482, 25509, 538, 1732, 2793, 13, 14638, 25509, 538, 472, 935, 13, 639, 307, 1451, 11, 1045, 11, 732, 13, 6526, 281, 8873, 428, 1867, 2661, 13, 6526, 281, 8873, 428, 1867, 13, 22792, 356, 3986, 1732, 2793, 13, 2725, 701, 1451, 2793, 13], "avg_logprob": -0.2522569497426351, "compression_ratio": 1.6147540983606556, "no_speech_prob": 0.0, "words": [{"start": 1436.59, "end": 1437.31, "word": " SA", "probability": 0.6767578125}, {"start": 1437.31, "end": 1438.03, "word": " evaluated", "probability": 0.6748046875}, {"start": 1438.03, "end": 1438.33, "word": " by", "probability": 0.9609375}, {"start": 1438.33, "end": 1438.59, "word": " five", "probability": 0.419921875}, {"start": 1438.59, "end": 1438.99, "word": " points.", "probability": 0.923828125}, {"start": 1439.87, "end": 1440.45, "word": " SD", "probability": 0.91552734375}, {"start": 1440.45, "end": 1441.11, "word": " evaluated", "probability": 0.87939453125}, {"start": 1441.11, "end": 1441.51, "word": " by", "probability": 0.9619140625}, {"start": 1441.51, "end": 1441.85, "word": " one", "probability": 0.8837890625}, {"start": 1441.85, "end": 1442.23, "word": " point.", "probability": 0.96923828125}, {"start": 1442.65, "end": 1442.83, "word": " This", "probability": 0.451416015625}, {"start": 1442.83, "end": 1443.01, "word": " is", "probability": 0.90380859375}, {"start": 1443.01, "end": 1443.33, "word": " four,", "probability": 0.5009765625}, {"start": 1443.47, "end": 1443.61, "word": " three,", "probability": 0.9443359375}, {"start": 1443.75, "end": 1443.87, "word": " two.", "probability": 0.8828125}, {"start": 1444.85, "end": 1445.13, "word": " Try", "probability": 0.4638671875}, {"start": 1445.13, "end": 1445.37, "word": " to", "probability": 0.9638671875}, {"start": 1445.37, "end": 1445.71, "word": " calculate", "probability": 0.90673828125}, {"start": 1445.71, "end": 1445.89, "word": " your", "probability": 0.87890625}, {"start": 1445.89, "end": 1446.25, "word": " answer", "probability": 0.9375}, {"start": 1446.25, "end": 1446.81, "word": " quickly.", "probability": 0.51123046875}, {"start": 1449.79, "end": 1450.29, "word": " Try", "probability": 0.80712890625}, {"start": 1450.29, "end": 1450.53, "word": " to", "probability": 0.97021484375}, {"start": 1450.53, "end": 1450.89, "word": " calculate", "probability": 0.921875}, {"start": 1450.89, "end": 1451.15, "word": " your", "probability": 0.88671875}, {"start": 1451.15, "end": 1451.53, "word": " answer.", "probability": 0.95751953125}, {"start": 1455.25, "end": 1455.97, "word": " Strongly", "probability": 0.7325439453125}, {"start": 1455.97, "end": 1456.23, "word": " agree", "probability": 0.8994140625}, {"start": 1456.23, "end": 1456.57, "word": " five", "probability": 0.6865234375}, {"start": 1456.57, "end": 1457.03, "word": " points.", "probability": 0.92236328125}, {"start": 1457.89, "end": 1458.21, "word": " Agree", "probability": 0.962158203125}, {"start": 1458.21, "end": 1458.53, "word": " four", "probability": 0.904296875}, {"start": 1458.53, "end": 1458.99, "word": " points.", "probability": 0.921875}], "temperature": 1.0}, {"id": 51, "seek": 148213, "start": 1460.39, "end": 1482.13, "text": " Undecided, three points. Disagree, two points. As the strongly disagree, one point. Now try to calculate your answers out of from the 18 sentences. Out of from the 18 sentences. 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Look at these two scores. 72 and the second one 45.", "tokens": [18658, 30, 2053, 412, 613, 732, 13444, 13, 18731, 293, 264, 1150, 472, 6905, 13], "avg_logprob": -0.3913574293255806, "compression_ratio": 0.9508196721311475, "no_speech_prob": 0.0, "words": [{"start": 1557.96, "end": 1558.92, "word": " Done?", "probability": 0.36767578125}, {"start": 1558.92, "end": 1559.88, "word": " Look", "probability": 0.73974609375}, {"start": 1559.88, "end": 1560.06, "word": " at", "probability": 0.96728515625}, {"start": 1560.06, "end": 1560.24, "word": " these", "probability": 0.83642578125}, {"start": 1560.24, "end": 1560.48, "word": " two", "probability": 0.83349609375}, {"start": 1560.48, "end": 1560.96, "word": " scores.", "probability": 0.79296875}, {"start": 1561.4, "end": 1562.3, "word": " 72", "probability": 0.85546875}, {"start": 1562.3, "end": 1563.28, "word": " and", "probability": 0.482421875}, {"start": 1563.28, "end": 1563.42, "word": " the", "probability": 0.54345703125}, {"start": 1563.42, "end": 1563.68, "word": " second", "probability": 0.88232421875}, {"start": 1563.68, "end": 1564.04, "word": " one", "probability": 0.9306640625}, {"start": 1564.04, "end": 1565.22, "word": " 45.", "probability": 0.39599609375}], "temperature": 1.0}, {"id": 55, "seek": 159345, "start": 1566.71, "end": 1593.45, "text": " If your score is over 72, this means you are originator. This means you believe and you like and you do change. But if your score is less than 45, this means you are addicted to routine. You do not want to change anything in your life. Now the question is developing. Who got over 72? Over 72. Farah? 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Okay, other questions? Okay, Iman, what was your grade? Sixty-eight. Okay, it depends. Good, another one. Sixty-eight, by the way, it is close to the fifty-two. Six to four? Okay, who are in the sixties? In fifties?", "tokens": [11002, 88, 12, 18621, 30, 1033, 11, 661, 1651, 30, 1033, 11, 286, 1601, 11, 437, 390, 428, 7204, 30, 47374, 88, 12, 36309, 13, 1033, 11, 309, 5946, 13, 2205, 11, 1071, 472, 13, 47374, 88, 12, 36309, 11, 538, 264, 636, 11, 309, 307, 1998, 281, 264, 13442, 12, 20534, 13, 11678, 281, 1451, 30, 1033, 11, 567, 366, 294, 264, 13074, 530, 30, 682, 283, 2008, 530, 30], "avg_logprob": -0.3116319324407313, "compression_ratio": 1.5, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1595.68, "end": 1596.06, "word": " Forty", "probability": 0.642333984375}, {"start": 1596.06, "end": 1596.4, "word": "-five?", "probability": 0.791015625}, {"start": 1598.68, "end": 1598.78, "word": " Okay,", "probability": 0.06536865234375}, {"start": 1602.36, "end": 1602.54, "word": " other", "probability": 0.623046875}, {"start": 1602.54, "end": 1602.92, "word": " questions?", "probability": 0.8994140625}, {"start": 1604.14, "end": 1604.42, "word": " Okay,", "probability": 0.77294921875}, {"start": 1605.0, "end": 1605.26, "word": " Iman,", "probability": 0.6756591796875}, {"start": 1605.32, "end": 1605.52, "word": " what", "probability": 0.94189453125}, {"start": 1605.52, "end": 1605.78, "word": " was", "probability": 0.935546875}, {"start": 1605.78, "end": 1605.92, "word": " your", "probability": 0.8955078125}, {"start": 1605.92, "end": 1606.22, "word": " grade?", "probability": 0.94482421875}, {"start": 1607.68, "end": 1608.18, "word": " Sixty", "probability": 0.6468505859375}, {"start": 1608.18, "end": 1608.5, "word": "-eight.", "probability": 0.914794921875}, {"start": 1608.78, "end": 1609.0, "word": " Okay,", "probability": 0.642578125}, {"start": 1609.12, "end": 1609.2, "word": " it", "probability": 0.84814453125}, {"start": 1609.2, "end": 1609.52, "word": " depends.", "probability": 0.93310546875}, {"start": 1609.62, "end": 1609.82, "word": " Good,", "probability": 0.8544921875}, {"start": 1609.98, "end": 1610.24, "word": " another", "probability": 0.90625}, {"start": 1610.24, "end": 1610.56, "word": " one.", "probability": 0.94091796875}, {"start": 1610.8, "end": 1611.22, "word": " Sixty", "probability": 0.638916015625}, {"start": 1611.22, "end": 1611.46, "word": "-eight,", "probability": 0.94970703125}, {"start": 1611.56, "end": 1611.68, "word": " by", "probability": 0.96728515625}, {"start": 1611.68, "end": 1611.8, "word": " the", "probability": 0.92236328125}, {"start": 1611.8, "end": 1612.02, "word": " way,", "probability": 0.9609375}, {"start": 1612.38, "end": 1612.52, "word": " it", "probability": 0.73193359375}, {"start": 1612.52, "end": 1612.64, "word": " is", "probability": 0.88916015625}, {"start": 1612.64, "end": 1612.92, "word": " close", "probability": 0.8740234375}, {"start": 1612.92, "end": 1613.08, "word": " to", "probability": 0.97216796875}, {"start": 1613.08, "end": 1613.18, "word": " the", "probability": 0.45166015625}, {"start": 1613.18, "end": 1613.32, "word": " fifty", "probability": 0.6083984375}, {"start": 1613.32, "end": 1613.56, "word": "-two.", "probability": 0.94970703125}, {"start": 1613.8, "end": 1614.16, "word": " Six", "probability": 0.8525390625}, {"start": 1614.16, "end": 1615.48, "word": " to", "probability": 0.84619140625}, {"start": 1615.48, "end": 1615.78, "word": " four?", "probability": 0.9287109375}, {"start": 1617.72, "end": 1618.22, "word": " Okay,", "probability": 0.58447265625}, {"start": 1618.36, "end": 1618.52, "word": " who", "probability": 0.91064453125}, {"start": 1618.52, "end": 1618.74, "word": " are", "probability": 0.9287109375}, {"start": 1618.74, "end": 1618.86, "word": " in", "probability": 0.94091796875}, {"start": 1618.86, "end": 1618.98, "word": " the", "probability": 0.9228515625}, {"start": 1618.98, "end": 1619.38, "word": " sixties?", "probability": 0.69140625}, {"start": 1621.7, "end": 1622.2, "word": " In", "probability": 0.712890625}, {"start": 1622.2, "end": 1622.64, "word": " fifties?", "probability": 0.8707682291666666}], "temperature": 1.0}, {"id": 57, "seek": 164863, "start": 1624.17, "end": 1648.63, "text": " Fifties? Forties? Forties. You are too worried. This means you are excited. You are full of anxiety. You worry too much. And therefore you are planning also too much. To avoid what? Or to decline? The level of uncertainty. 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Actual character? You worry too much, you plan too much, you do not want to fail? Not exactly. What about you? Gone. It expresses your character and you? Almost. Amen. 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Any comments about the questionnaires? Move on. Let's conclude now. Now we are going to talk about the four styles of leadership. These four styles, they are determined by two variables. Variable number one, we called it supportive behavior. 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Supervisor or manager, they like to till instructions and guidelines for sales persons. Because of this in tilling, we are talking about what? A high level of direct payment, but it is low supported. 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Supporting one means the salesperson or the manager is going to exhibit a very high level of supportive behavior in contrast with low level of", "tokens": [440, 5763, 10813, 486, 312, 5649, 365, 9415, 11, 12470, 293, 1551, 1473, 13, 583, 498, 415, 420, 750, 7784, 257, 6146, 11, 436, 486, 406, 312, 8104, 1547, 13, 682, 661, 2283, 11, 436, 1062, 312, 22365, 13, 14993, 30, 18073, 278, 472, 1355, 264, 5763, 10813, 420, 264, 6598, 307, 516, 281, 20487, 257, 588, 1090, 1496, 295, 14435, 5223, 294, 8712, 365, 2295, 1496, 295], "avg_logprob": -0.17549818322278452, "compression_ratio": 1.5622119815668203, "no_speech_prob": 0.0, "words": [{"start": 1814.69, "end": 1814.97, "word": " The", "probability": 0.5693359375}, {"start": 1814.97, "end": 1815.59, "word": " salesperson", "probability": 0.683837890625}, {"start": 1815.59, "end": 1815.81, "word": " will", "probability": 0.87109375}, {"start": 1815.81, "end": 1815.93, "word": " be", "probability": 0.9453125}, {"start": 1815.93, "end": 1816.35, 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Move on, finally. Now we are going to talk about the team. With the team, or we called it the group. The team or the group, it is going to be founded on four major factors. Number one, activities. 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If you are going to have a happy event, I'm going to congratulate you. If you are going to have a sad event, I might condole you. So we are talking about what? Interaction. The same thing we are talking about sentiment. Sentiment is based on hate and love feelings. 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morning. Today, inshallah, we will + +2 +00:00:25,410 --> 00:00:29,670 +start working on the final chapter of the sales + +3 +00:00:29,670 --> 00:00:33,870 +management course. As you can see, the title of + +4 +00:00:33,870 --> 00:00:37,610 +this chapter is a leadership. I am sure you + +5 +00:00:37,610 --> 00:00:40,510 +studied leadership before, especially in the + +6 +00:00:40,510 --> 00:00:42,290 +course of business essential number one and + +7 +00:00:42,290 --> 00:00:45,430 +business essential number two. Therefore, let's + +8 +00:00:45,430 --> 00:00:47,430 +start our discussion by asking this simple + +9 +00:00:47,430 --> 00:00:51,540 +question. Define leadership. How can we define it? + +10 +00:00:53,740 --> 00:00:56,600 +How can we define leadership? Haneen. Ability to + +11 +00:00:56,600 --> 00:00:59,500 +direct people towards achieving goals. Excellent. + +12 +00:01:00,480 --> 00:01:04,740 +So Haneen said ability to direct others for + +13 +00:01:04,740 --> 00:01:07,420 +achieving specific set of goals. Other + +14 +00:01:07,420 --> 00:01:07,940 +definitions. + +15 +00:01:10,780 --> 00:01:14,340 +Monitoring, controlling the staff to do the + +16 +00:01:14,340 --> 00:01:19,720 +specific goal. Good. A third definition. Function + +17 +00:01:19,720 --> 00:01:23,740 +of management. + +18 +00:01:26,280 --> 00:01:27,820 +Okay, good. + +19 +00:01:32,020 --> 00:01:35,820 +Excellent. I was looking for the word influence. + +20 +00:01:37,280 --> 00:01:43,460 +So leadership means ability to + +21 +00:01:43,460 --> 00:01:44,320 +influence others. + +22 +00:01:49,810 --> 00:01:54,310 +based on ability + +23 +00:01:54,310 --> 00:01:59,490 +of convincing others. + +24 +00:02:03,370 --> 00:02:09,190 +Based on ability of convincing others. So if we + +25 +00:02:09,190 --> 00:02:12,030 +would like to influence and inspire the other + +26 +00:02:12,030 --> 00:02:14,670 +members of the team, we must be able to convince + +27 +00:02:14,670 --> 00:02:18,060 +them of doing something. So if you are able to + +28 +00:02:18,060 --> 00:02:20,200 +convince them, for sure they are going to obey you + +29 +00:02:20,200 --> 00:02:23,780 +and they will follow you. But if you are missing + +30 +00:02:23,780 --> 00:02:28,200 +this skill, which is called influencing others + +31 +00:02:28,200 --> 00:02:31,760 +based on convincing, it's very difficult to direct + +32 +00:02:31,760 --> 00:02:34,300 +and to manage and to lead the members of the team. + +33 +00:02:35,360 --> 00:02:37,800 +So convincing here, it is a very essential and + +34 +00:02:37,800 --> 00:02:41,960 +crucial word. And we should zoom the light on it. + +35 +00:02:42,740 --> 00:02:46,810 +All the time, remember, Convincing is something + +36 +00:02:46,810 --> 00:02:50,490 +unique, a weapon which can be used by a leader and + +37 +00:02:50,490 --> 00:02:54,710 +by this weapon he can lead and control the + +38 +00:02:54,710 --> 00:03:00,110 +behavior of the members of the team. So we should + +39 +00:03:00,110 --> 00:03:05,550 +destroy the stereotype that leaders can lead the + +40 +00:03:05,550 --> 00:03:07,550 +members of the team based on the power and + +41 +00:03:07,550 --> 00:03:11,050 +authority. This is a stereotype, this is false + +42 +00:03:11,050 --> 00:03:15,840 +conception. What is more important is convincing. + +43 +00:03:17,220 --> 00:03:21,900 +So let's go on. We will start by talking about + +44 +00:03:21,900 --> 00:03:24,400 +something called leadership skills. As you can see + +45 +00:03:24,400 --> 00:03:29,300 +in this figure, remember that leadership requires + +46 +00:03:29,300 --> 00:03:31,920 +a certain set of skills. Of course, what we are + +47 +00:03:31,920 --> 00:03:35,100 +teaching you now is a model of one of the theories + +48 +00:03:35,100 --> 00:03:38,470 +of leadership. If you are going to ask me how many + +49 +00:03:38,470 --> 00:03:40,710 +theories of leadership we have in management or + +50 +00:03:40,710 --> 00:03:44,290 +business administration, we have tens and tens. So + +51 +00:03:44,290 --> 00:03:49,110 +this is just a sample. This sample is saying a + +52 +00:03:49,110 --> 00:03:52,570 +leader should possess certain set of skills, + +53 +00:03:52,810 --> 00:03:56,490 +including empowerment, which means encouraging + +54 +00:03:56,490 --> 00:04:02,150 +others, second vision, knows where he or she is + +55 +00:04:02,150 --> 00:04:07,150 +and where he or she is going to go. Third, self + +56 +00:04:07,150 --> 00:04:10,850 +-understanding means a leader can identify and + +57 +00:04:10,850 --> 00:04:15,190 +assess their own strength point and weakness point + +58 +00:04:15,190 --> 00:04:19,130 +of value congregants. In other words, the leader + +59 +00:04:19,130 --> 00:04:23,070 +realizes in a very clear way what is the set of + +60 +00:04:23,070 --> 00:04:27,010 +the values which are common and shared by every + +61 +00:04:27,010 --> 00:04:30,510 +member within the team. And finally, intuition. + +62 +00:04:31,330 --> 00:04:35,740 +What's the meaning of intuition? In other words, a + +63 +00:04:35,740 --> 00:04:38,180 +quick reaction for the scenarios and the + +64 +00:04:38,180 --> 00:04:40,620 +situations and the problems which might surround + +65 +00:04:40,620 --> 00:04:46,060 +us. So all these are a certain set of skills that + +66 +00:04:46,060 --> 00:04:49,000 +should be possessed by the character of a leader. + +67 +00:04:49,460 --> 00:04:54,960 +Okay. Now this is a scenario. I am going to give + +68 +00:04:54,960 --> 00:04:59,200 +you three minutes. Read it quickly and tell me + +69 +00:04:59,200 --> 00:05:03,690 +what is going on. After that, we will ask other + +70 +00:05:03,690 --> 00:05:05,790 +questions about this scenario. Go on. Three + +71 +00:05:05,790 --> 00:05:06,090 +minutes. + +72 +00:05:27,690 --> 00:05:30,050 +Okay, somebody. What's going on here? + +73 +00:05:48,750 --> 00:05:49,870 +Exactly. Good. + +74 +00:05:55,070 --> 00:05:58,190 +How many years did this employee worked with us? + +75 +00:05:58,490 --> 00:06:00,970 +For about six years. And how the problem happened? + +76 +00:06:03,970 --> 00:06:08,250 +She misses bringing business to the company and + +77 +00:06:08,250 --> 00:06:10,230 +she neglects other things like the reports. + +78 +00:06:10,250 --> 00:06:13,430 +Incomplete reports. Yes. This complaint was + +79 +00:06:13,430 --> 00:06:16,910 +presented by the other colleagues. They raised a + +80 +00:06:16,910 --> 00:06:19,650 +complaint letter to their supervisor or manager or + +81 +00:06:19,650 --> 00:06:24,330 +leader accusing this employee of not finalizing + +82 +00:06:24,330 --> 00:06:27,750 +concerned reports regarding their own customer. + +83 +00:06:28,290 --> 00:06:30,070 +What was the reaction of the leader or their + +84 +00:06:30,070 --> 00:06:30,310 +manager? + +85 +00:06:33,200 --> 00:06:35,660 +Exactly, what did he do with Jennifer? + +86 +00:06:40,420 --> 00:06:46,160 +Okay, number one, encouraging. Now we are talking + +87 +00:06:46,160 --> 00:06:48,620 +about the behavior of what? Of the leader or the + +88 +00:06:48,620 --> 00:06:54,660 +manager? The manager encouraged Jennifer. How? By + +89 +00:06:54,660 --> 00:06:59,180 +saying, we are trusting you. By trying to find + +90 +00:06:59,180 --> 00:07:03,980 +justifications for these incomplete reports. How + +91 +00:07:03,980 --> 00:07:07,960 +did he find justifications? + +92 +00:07:08,280 --> 00:07:14,000 +By saying, I know you are very busy. So here, + +93 +00:07:14,480 --> 00:07:20,960 +number two, he is justifying the + +94 +00:07:20,960 --> 00:07:25,880 +incomplete reports which + +95 +00:07:25,880 --> 00:07:27,820 +were committed by Jennifer. + +96 +00:07:33,870 --> 00:07:38,310 +Go on. He is providing Jennifer with a letter + +97 +00:07:38,310 --> 00:07:43,410 +which is saying, we are trusting you that next + +98 +00:07:43,410 --> 00:07:48,010 +time you are going to fix the problem. Clear? For + +99 +00:07:48,010 --> 00:07:53,150 +giving her another letter which is, it's a + +100 +00:07:53,150 --> 00:07:54,890 +pleasure to work with you. + +101 +00:07:59,650 --> 00:08:04,120 +Correct? What do you think of this behavior of the + +102 +00:08:04,120 --> 00:08:08,560 +manager toward this short-sighted performance + +103 +00:08:08,560 --> 00:08:12,100 +employee? What do you think of this reaction? Is + +104 +00:08:12,100 --> 00:08:17,600 +it good? Is it bad? Why? Who is saying good? Why? + +105 +00:08:19,520 --> 00:08:20,980 +Why say good? Why? + +106 +00:08:49,280 --> 00:08:52,100 +Let's repeat gone + +107 +00:09:03,170 --> 00:09:05,910 +So we are not talking about gap or distance + +108 +00:09:05,910 --> 00:09:09,510 +between the two. That's fine. Now listen. All + +109 +00:09:09,510 --> 00:09:12,290 +these things is reminding us with the definition + +110 +00:09:12,290 --> 00:09:15,910 +of the leadership. We are talking about influence. + +111 +00:09:17,250 --> 00:09:21,100 +Imagine you were this employee. What is the impact + +112 +00:09:21,100 --> 00:09:23,460 +of these words and sentences which were uttered by + +113 +00:09:23,460 --> 00:09:26,340 +the mouth of the manager, on your heart and on + +114 +00:09:26,340 --> 00:09:29,800 +your mind? Are you going to like and respect your + +115 +00:09:29,800 --> 00:09:33,520 +supervisor? Of course. Are you going to correct + +116 +00:09:33,520 --> 00:09:37,160 +your mistakes? Of course. Are you willing to + +117 +00:09:37,160 --> 00:09:39,100 +continue working under the command of this + +118 +00:09:39,100 --> 00:09:42,440 +supervisor or manager? Of course. Because of this + +119 +00:09:42,440 --> 00:09:45,560 +we are saying, The manager or the leader here + +120 +00:09:45,560 --> 00:09:50,340 +adopted correct efforts and performances while + +121 +00:09:50,340 --> 00:09:54,660 +dealing with this problem. In our Palestinian + +122 +00:09:54,660 --> 00:09:58,280 +sector, sometimes managers might have committed + +123 +00:09:58,280 --> 00:10:03,420 +too many mistakes. They will say, the best policy + +124 +00:10:03,420 --> 00:10:05,920 +to correct any mistakes or problems is to raise + +125 +00:10:05,920 --> 00:10:10,740 +the stick. This is wrong, absolutely wrong. Or to + +126 +00:10:10,740 --> 00:10:14,450 +misuse the authority. Or to use the power of + +127 +00:10:14,450 --> 00:10:19,510 +enforcement. Or to use the power of abusing. All + +128 +00:10:19,510 --> 00:10:22,930 +these are mistaken behaviors. We should give them + +129 +00:10:22,930 --> 00:10:27,570 +up. Okay? Go on. Look at this scenario. Tell me + +130 +00:10:27,570 --> 00:10:29,530 +what's going on. Two minutes, quickly. + +131 +00:10:53,280 --> 00:10:55,140 +Okay, what's going on here? + +132 +00:10:59,780 --> 00:11:05,620 +Sarah. One of salesperson in the company dealing + +133 +00:11:05,620 --> 00:11:08,720 +with customer on telephone very bad without + +134 +00:11:08,720 --> 00:11:15,270 +making, without using The courtesy treatment. + +135 +00:11:18,110 --> 00:11:25,050 +So the + +136 +00:11:25,050 --> 00:11:28,610 +employee or the salesperson raised his voice over + +137 +00:11:28,610 --> 00:11:31,870 +the customer. Who heard him or who listened to + +138 +00:11:31,870 --> 00:11:38,930 +this? The manager. The manager decided to invite + +139 +00:11:38,930 --> 00:11:43,320 +him to his office. Why? to tell him that your + +140 +00:11:43,320 --> 00:11:46,780 +behavior is unacceptable. It is rejected by the + +141 +00:11:46,780 --> 00:11:48,160 +policy of the FAR. + +142 +00:11:51,120 --> 00:11:56,480 +What the manager or how the manager finalized or + +143 +00:11:56,480 --> 00:11:58,660 +completed this bad scenario? Which he witnessed? + +144 +00:12:00,700 --> 00:12:06,860 +Excellent. Excellent. So the leader number one + +145 +00:12:06,860 --> 00:12:10,100 +identified the problem + +146 +00:12:14,010 --> 00:12:17,850 +Second, gave a clear instruction. Let's call it + +147 +00:12:17,850 --> 00:12:22,590 +guidelines. Three, these guidelines led to + +148 +00:12:22,590 --> 00:12:23,590 +solution. + +149 +00:12:27,710 --> 00:12:32,250 +So the manager here or the leader, he is accepting + +150 +00:12:32,250 --> 00:12:35,830 +and diagnosing the problem. He is providing us + +151 +00:12:35,830 --> 00:12:38,550 +with clear guidelines, which if we are going to + +152 +00:12:38,550 --> 00:12:40,990 +use, we are going to solve this scenario or the + +153 +00:12:40,990 --> 00:12:45,330 +problem. This is the leader. The leader isn't + +154 +00:12:45,330 --> 00:12:49,050 +going to leave the employee alone in this scenario + +155 +00:12:49,050 --> 00:12:54,050 +or in other words this manager he might misbehave + +156 +00:12:54,050 --> 00:12:57,350 +if he decided to invite this employee to the + +157 +00:12:57,350 --> 00:13:02,210 +office and to raise his voice over this employee + +158 +00:13:02,210 --> 00:13:06,690 +saying to him you are a bad salesperson you are + +159 +00:13:06,690 --> 00:13:10,770 +defaming the image of our company then I'm going + +160 +00:13:10,770 --> 00:13:14,430 +to provide you with a warning and that's it Is + +161 +00:13:14,430 --> 00:13:18,470 +this a solution for this scenario? No. God knows + +162 +00:13:18,470 --> 00:13:23,190 +this salesperson might face another scenario in + +163 +00:13:23,190 --> 00:13:26,350 +the future. So do you think this salesperson is + +164 +00:13:26,350 --> 00:13:28,650 +going to handle with the new scenario in a very + +165 +00:13:28,650 --> 00:13:33,290 +nice way? We doubt it. Why? Because the leader + +166 +00:13:33,290 --> 00:13:35,750 +didn't provide him with any guidelines, with any + +167 +00:13:35,750 --> 00:13:38,730 +recommendations, with any steps to overcome any + +168 +00:13:38,730 --> 00:13:44,340 +similar situation in the future. Clear? The role + +169 +00:13:44,340 --> 00:13:48,200 +of the leader is very big and wide. The role of + +170 +00:13:48,200 --> 00:13:51,180 +the leader is comprehensive. The role of the + +171 +00:13:51,180 --> 00:13:53,700 +leader doesn't restrict it to the authority or the + +172 +00:13:53,700 --> 00:13:58,060 +power which he or she can use. But it includes + +173 +00:13:58,060 --> 00:14:03,580 +orientation, education, training, advice, + +174 +00:14:03,980 --> 00:14:06,600 +recommendation and so on. Farah, what would you + +175 +00:14:06,600 --> 00:14:06,960 +like to say? + +176 +00:14:21,670 --> 00:14:26,810 +exactly exactly exactly + +177 +00:14:26,810 --> 00:14:31,190 +and we are focusing on the policy this is priority + +178 +00:14:31,190 --> 00:14:36,130 +number one for us as a sales company good listen + +179 +00:14:36,130 --> 00:14:38,890 +these are assertiveness steps which should be + +180 +00:14:38,890 --> 00:14:41,030 +adopted by the sales manager where we are + +181 +00:14:41,030 --> 00:14:43,970 +providing you with some information like describe + +182 +00:14:43,970 --> 00:14:47,350 +what you see is going on we can use this quote and + +183 +00:14:47,350 --> 00:14:51,340 +so on try to read them at home Well, let's go to + +184 +00:14:51,340 --> 00:14:56,560 +another thing. Now, let's begin our discussion by + +185 +00:14:56,560 --> 00:14:58,160 +asking you this similar question. Do you believe + +186 +00:14:58,160 --> 00:15:02,360 +in the change? Or do you like the change? When we + +187 +00:15:02,360 --> 00:15:03,940 +are saying do you like the change, we are not + +188 +00:15:03,940 --> 00:15:06,960 +talking hypothetically. We are not talking in + +189 +00:15:06,960 --> 00:15:12,160 +theory. I am talking actually. In other words, in + +190 +00:15:12,160 --> 00:15:14,200 +your character, in your blood, in your daily work, + +191 +00:15:14,480 --> 00:15:18,390 +or in your daily life, Do you like or do you love + +192 +00:15:18,390 --> 00:15:22,290 +or do you prefer this change? Yes, no, why? + +193 +00:15:26,410 --> 00:15:29,390 +If you are going to ask me the same question, I + +194 +00:15:29,390 --> 00:15:33,270 +might tell you, I like routine. Oh, this is real. + +195 +00:15:34,230 --> 00:15:37,290 +Somebody is going to say, why? Because listen, + +196 +00:15:37,410 --> 00:15:39,710 +human beings, they lack something called + +197 +00:15:39,710 --> 00:15:40,170 +certainty. + +198 +00:15:43,820 --> 00:15:47,320 +Uncertainty, we are not going to witness or face + +199 +00:15:47,320 --> 00:15:52,440 +surprises. In other words, the surprises and the + +200 +00:15:52,440 --> 00:15:55,880 +things which we cannot predict, their probability + +201 +00:15:55,880 --> 00:16:00,060 +is going to be very limited. So this is going to + +202 +00:16:00,060 --> 00:16:04,040 +give us with the feeling of safety. This is very + +203 +00:16:04,040 --> 00:16:07,940 +important. The feeling of safety is something nice + +204 +00:16:07,940 --> 00:16:10,060 +which every human being is looking for. + +205 +00:16:12,960 --> 00:16:15,640 +But sometimes it changes if it is going to + +206 +00:16:15,640 --> 00:16:18,880 +intervene in this scenario. The level of certainty + +207 +00:16:18,880 --> 00:16:23,000 +is going to be decreased. Or if it got decreased, + +208 +00:16:23,480 --> 00:16:26,660 +the level of safety will decrease as well. Or this + +209 +00:16:26,660 --> 00:16:31,580 +is going to increase the feel of fear in the heart + +210 +00:16:31,580 --> 00:16:34,120 +and in the mind of the human beings. Because of + +211 +00:16:34,120 --> 00:16:36,080 +this, the majority of the human beings, they do + +212 +00:16:36,080 --> 00:16:42,690 +not like to change. This is the truth which we can + +213 +00:16:42,690 --> 00:16:45,610 +witness among all the people all over the world. + +214 +00:16:47,210 --> 00:16:51,610 +Clear? Okay, so these things we are going to talk + +215 +00:16:51,610 --> 00:16:54,210 +about change management process. We are going to + +216 +00:16:54,210 --> 00:16:58,970 +begin with a questionnaire. I want to implement + +217 +00:16:58,970 --> 00:17:02,570 +this questionnaire in you in real. In other words, + +218 +00:17:03,070 --> 00:17:05,910 +we are going to use Likert Scale, and Likert Scale + +219 +00:17:05,910 --> 00:17:08,930 +as you know, it consists of five parts, it begins + +220 +00:17:08,930 --> 00:17:12,510 +from SA, strongly agree, and it ends by SD, + +221 +00:17:12,990 --> 00:17:15,950 +strongly disagree. And a question mark, it refers + +222 +00:17:15,950 --> 00:17:23,450 +to undecided. A agree, D disagree. Now, this is a + +223 +00:17:23,450 --> 00:17:26,170 +questionnaire, the questionnaire is consisting of + +224 +00:17:26,170 --> 00:17:30,250 +18 sentences. I want you to read them and try to + +225 +00:17:30,250 --> 00:17:33,850 +answer or to make an answer for them. In other + +226 +00:17:33,850 --> 00:17:37,630 +words, sentence number one, I try new ideas and + +227 +00:17:37,630 --> 00:17:40,970 +new approaches to problems. Try to evaluate + +228 +00:17:40,970 --> 00:17:44,210 +yourself in real, not according to what should be + +229 +00:17:44,210 --> 00:17:47,490 +done, but according to what you are doing actually + +230 +00:17:47,490 --> 00:17:50,970 +in your daily life. Try to use one of these + +231 +00:17:50,970 --> 00:17:53,070 +answers. For example, I might say this thing. + +232 +00:17:54,870 --> 00:17:57,050 +Another person might say this thing for the second + +233 +00:17:57,050 --> 00:18:00,970 +sentence and so on. Begin. These are six sentences + +234 +00:18:00,970 --> 00:18:02,470 +and I'm going to give you two minutes to answer + +235 +00:18:02,470 --> 00:18:07,990 +them quickly. Give the answer. Write the letter + +236 +00:18:07,990 --> 00:18:11,670 +down. In other words, write sentence number one + +237 +00:18:11,670 --> 00:18:16,410 +for example, sentence number two and so on + +238 +00:18:16,410 --> 00:18:16,750 +quickly. + +239 +00:18:20,400 --> 00:18:24,080 +Remember, try to reflect these sentences according + +240 +00:18:24,080 --> 00:18:25,540 +to your actual life. + +241 +00:18:36,600 --> 00:18:39,560 +Sentence number two, I take things or situations + +242 +00:18:39,560 --> 00:18:42,500 +apart to find out how they work. It's easy. Number + +243 +00:18:42,500 --> 00:18:47,760 +three, I can be counted on. I can depend on. buy + +244 +00:18:47,760 --> 00:18:51,620 +my friends to find a new use for existing methods. + +245 +00:18:52,040 --> 00:18:54,460 +In other words, my friends are going to run after + +246 +00:18:54,460 --> 00:18:57,520 +me to find a solution for this scenario. This is + +247 +00:18:57,520 --> 00:19:01,700 +the meaning of sentence number three. Gone. After + +248 +00:19:01,700 --> 00:19:03,180 +you are done, tell me you are done. + +249 +00:19:09,000 --> 00:19:11,080 +Somebody is going to say this is applicable within + +250 +00:19:11,080 --> 00:19:13,880 +employees who are working in firms. No. Also, this + +251 +00:19:13,880 --> 00:19:16,920 +is applicable on us in daily life. + +252 +00:19:19,500 --> 00:19:21,500 +If you do not understand one of the sentences, + +253 +00:19:21,740 --> 00:19:26,040 +raise your hand. Five, I demonstrate originality. + +254 +00:19:26,560 --> 00:19:29,560 +Originality means innovation. Originality means + +255 +00:19:29,560 --> 00:19:34,420 +asala. In other words, all the time I am adopting + +256 +00:19:34,420 --> 00:19:37,240 +new techniques, techniques and methods and + +257 +00:19:37,240 --> 00:19:40,680 +approach which weren't experimented or used by + +258 +00:19:40,680 --> 00:19:45,980 +others. Originality asala. Demonstrate, prove, + +259 +00:19:46,620 --> 00:19:46,920 +show. + +260 +00:19:56,920 --> 00:19:57,760 +Done? + +261 +00:20:00,520 --> 00:20:01,360 +Done? + +262 +00:20:04,480 --> 00:20:08,540 +Okay, another six. Quickly. + +263 +00:20:16,460 --> 00:20:19,780 +If you do not understand one sentence, raise your + +264 +00:20:19,780 --> 00:20:20,040 +hand. + +265 +00:20:34,340 --> 00:20:37,080 +Write down the number and write down your answer. + +266 +00:20:37,300 --> 00:20:37,760 +That's it. + +267 +00:20:53,560 --> 00:20:59,220 +Shy. In other words, if my friends were asked, + +268 +00:21:00,100 --> 00:21:03,970 +they would say I am wet. Shy, hesitant to respond, + +269 +00:21:04,730 --> 00:21:09,450 +hesitant to participate. Why here? It refers to + +270 +00:21:09,450 --> 00:21:11,790 +the action of each friend. + +271 +00:21:33,060 --> 00:21:39,480 +Done? Eleven? I silly dumb, I rarely stick to the + +272 +00:21:39,480 --> 00:21:43,800 +rules or follow protocol. In other words, a + +273 +00:21:43,800 --> 00:21:46,960 +protocol and rules and norms are not sacred. + +274 +00:21:47,960 --> 00:21:50,840 +Sometimes I can avoid them. It depends on the + +275 +00:21:50,840 --> 00:21:52,480 +situation in which I am in. + +276 +00:21:58,480 --> 00:21:59,200 +Finished? + +277 +00:22:01,940 --> 00:22:02,660 +Done? + +278 +00:22:05,340 --> 00:22:09,080 +Go to the final set of the questions. Final set. + +279 +00:22:27,240 --> 00:22:32,340 +Which centers Hanin? I probably will not turn down + +280 +00:22:32,340 --> 00:22:34,860 +ambiguous job assignments. Turn down, leave, + +281 +00:22:35,080 --> 00:22:39,520 +ignore, avoid. And contrary, I'm going to visit + +282 +00:22:39,520 --> 00:22:40,260 +them. + +283 +00:22:54,620 --> 00:22:58,690 +Fifteen people who departed, leave. from the + +284 +00:22:58,690 --> 00:23:01,070 +accepted organizational routine should not be + +285 +00:23:01,070 --> 00:23:01,490 +punished. + +286 +00:23:23,760 --> 00:23:26,940 +As we said, this isn't only applicable on the + +287 +00:23:26,940 --> 00:23:28,660 +employees in organizations. Also, it is applicable + +288 +00:23:28,660 --> 00:23:31,200 +on us. We are dealing with our families as + +289 +00:23:31,200 --> 00:23:33,760 +organizations. We are dealing with our colleagues + +290 +00:23:33,760 --> 00:23:36,640 +and classmates as organizations. We are dealing + +291 +00:23:36,640 --> 00:23:38,740 +with friends in the neighborhood as organizations. + +292 +00:23:39,620 --> 00:23:41,100 +We will demonstrate this after a while. + +293 +00:23:44,780 --> 00:23:45,200 +Done? + +294 +00:23:51,480 --> 00:23:53,240 +Now. Done? + +295 +00:23:56,590 --> 00:24:01,850 +SA evaluated by five points. SD evaluated by one + +296 +00:24:01,850 --> 00:24:05,710 +point. This is four, three, two. Try to calculate + +297 +00:24:05,710 --> 00:24:06,810 +your answer quickly. + +298 +00:24:09,790 --> 00:24:11,530 +Try to calculate your answer. + +299 +00:24:15,250 --> 00:24:18,990 +Strongly agree five points. Agree four points. + +300 +00:24:20,390 --> 00:24:24,550 +Undecided, three points. Disagree, two points. As + +301 +00:24:24,550 --> 00:24:30,110 +the strongly disagree, one point. Now try to + +302 +00:24:30,110 --> 00:24:32,770 +calculate your answers out of from the 18 + +303 +00:24:32,770 --> 00:24:37,870 +sentences. Out of from the 18 sentences. Well 18 + +304 +00:24:37,870 --> 00:24:40,890 +sentences as we said, they are the whole phrases + +305 +00:24:40,890 --> 00:24:42,130 +or sentences of the questionnaire. + +306 +00:24:53,470 --> 00:24:58,850 +th th th + +307 +00:25:20,130 --> 00:25:21,530 +th + +308 +00:25:57,960 --> 00:26:03,680 +Done? Look at these two scores. 72 and the second + +309 +00:26:03,680 --> 00:26:10,330 +one 45. If your score is over 72, this means you + +310 +00:26:10,330 --> 00:26:13,490 +are originator. This means you believe and you + +311 +00:26:13,490 --> 00:26:18,390 +like and you do change. But if your score is less + +312 +00:26:18,390 --> 00:26:21,610 +than 45, this means you are addicted to routine. + +313 +00:26:22,090 --> 00:26:24,490 +You do not want to change anything in your life. + +314 +00:26:25,150 --> 00:26:28,550 +Now the question is developing. Who got over 72? + +315 +00:26:29,410 --> 00:26:36,400 +Over 72. Farah? Okay, who got down 45? Forty-five? + +316 +00:26:38,680 --> 00:26:38,780 +Okay, + +317 +00:26:42,360 --> 00:26:46,220 +other questions? Okay, Iman, what was your grade? + +318 +00:26:47,680 --> 00:26:50,560 +Sixty-eight. Okay, it depends. Good, another one. + +319 +00:26:50,800 --> 00:26:53,320 +Sixty-eight, by the way, it is close to the fifty + +320 +00:26:53,320 --> 00:26:59,380 +-two. Six to four? Okay, who are in the sixties? + +321 +00:27:01,700 --> 00:27:09,790 +In fifties? Fifties? Forties? Forties. You are too + +322 +00:27:09,790 --> 00:27:13,570 +worried. This means you are excited. You are full + +323 +00:27:13,570 --> 00:27:17,470 +of anxiety. You worry too much. And therefore you + +324 +00:27:17,470 --> 00:27:21,950 +are planning also too much. To avoid what? Or to + +325 +00:27:21,950 --> 00:27:27,250 +decline? The level of uncertainty. Listen here, + +326 +00:27:27,330 --> 00:27:31,220 +let's begin with you Amna. Do you think is this + +327 +00:27:31,220 --> 00:27:33,840 +questionnaire expressing your character? Actual + +328 +00:27:33,840 --> 00:27:37,480 +character? You worry too much, you plan too much, + +329 +00:27:38,240 --> 00:27:42,860 +you do not want to fail? Not exactly. What about + +330 +00:27:42,860 --> 00:27:50,800 +you? Gone. It expresses your character and you? + +331 +00:27:52,160 --> 00:27:56,140 +Almost. Amen. Yes, I feel that it expresses my + +332 +00:27:56,140 --> 00:27:56,900 +personality. + +333 +00:28:00,060 --> 00:28:02,980 +Okay, any questions? Any comments about the + +334 +00:28:02,980 --> 00:28:08,080 +questionnaires? Move on. Let's conclude now. Now + +335 +00:28:08,080 --> 00:28:09,840 +we are going to talk about the four styles of + +336 +00:28:09,840 --> 00:28:13,440 +leadership. These four styles, they are determined + +337 +00:28:13,440 --> 00:28:16,640 +by two variables. Variable number one, we called + +338 +00:28:16,640 --> 00:28:19,780 +it supportive behavior. Variable number two, we + +339 +00:28:19,780 --> 00:28:23,810 +called it directed behavior. Now variable number + +340 +00:28:23,810 --> 00:28:26,150 +one which is called supportive behavior sometimes + +341 +00:28:26,150 --> 00:28:28,930 +it can be high and sometimes it can be low with + +342 +00:28:28,930 --> 00:28:30,450 +the same thing with the directive behavior + +343 +00:28:30,450 --> 00:28:33,250 +sometimes it can be high and sometimes it can be + +344 +00:28:33,250 --> 00:28:37,770 +low the outcome of the interaction between these + +345 +00:28:37,770 --> 00:28:40,810 +two variables are going to be four styles of + +346 +00:28:40,810 --> 00:28:46,770 +leadership in other words if the manager if the + +347 +00:28:46,770 --> 00:28:51,480 +manager is having in his style or behavior a very + +348 +00:28:51,480 --> 00:28:55,100 +low directive behavior and a very low supportive + +349 +00:28:55,100 --> 00:28:57,740 +behavior this means that style is going to be + +350 +00:28:57,740 --> 00:29:03,080 +delegation in other words this manager likes to + +351 +00:29:03,080 --> 00:29:05,660 +delegate his authorities to the rest of the + +352 +00:29:05,660 --> 00:29:10,520 +members of the team the opposite of this style is + +353 +00:29:10,520 --> 00:29:15,680 +selling in other words the style of leadership it + +354 +00:29:15,680 --> 00:29:18,240 +is going to be named to be a selling one which + +355 +00:29:18,240 --> 00:29:22,300 +means The manager or the supervisor has a very + +356 +00:29:22,300 --> 00:29:25,480 +high directive behavior and has a very high what? + +357 +00:29:26,340 --> 00:29:29,480 +Supportive behavior. And selling behavior means + +358 +00:29:29,480 --> 00:29:33,080 +the salesperson can do whatever he would like to + +359 +00:29:33,080 --> 00:29:36,880 +do. If he committed a mistake, he will be + +360 +00:29:36,880 --> 00:29:41,500 +supported and later on he will be directed. And + +361 +00:29:41,500 --> 00:29:44,580 +everything can be done and exercised by the + +362 +00:29:44,580 --> 00:29:46,940 +salesperson. And this style we called it what? + +363 +00:29:47,480 --> 00:29:54,220 +Selling. In tilling, it means what? Supervisor or + +364 +00:29:54,220 --> 00:29:57,440 +manager, they like to till instructions and + +365 +00:29:57,440 --> 00:30:01,920 +guidelines for sales persons. Because of this in + +366 +00:30:01,920 --> 00:30:04,720 +tilling, we are talking about what? A high level + +367 +00:30:04,720 --> 00:30:09,640 +of direct payment, but it is low supported. In + +368 +00:30:09,640 --> 00:30:13,200 +other words, the tilling style means if the sales + +369 +00:30:13,200 --> 00:30:16,610 +person The salesperson will be provided with + +370 +00:30:16,610 --> 00:30:20,090 +instructions, guidelines and advices. But if he or + +371 +00:30:20,090 --> 00:30:23,650 +she committed a mistake, they will not be + +372 +00:30:23,650 --> 00:30:26,570 +supported enough. In other words, they might be + +373 +00:30:26,570 --> 00:30:33,230 +punished. Clear? Supporting one means the + +374 +00:30:33,230 --> 00:30:36,690 +salesperson or the manager is going to exhibit a + +375 +00:30:36,690 --> 00:30:39,850 +very high level of supportive behavior in contrast + +376 +00:30:39,850 --> 00:30:43,400 +with low level of Directive behavior. And this + +377 +00:30:43,400 --> 00:30:45,860 +style, we call it what? Supportive behavior. In + +378 +00:30:45,860 --> 00:30:48,460 +other words, our leader or manager is supporting + +379 +00:30:48,460 --> 00:30:52,900 +us too much. And at the same time, he is believing + +380 +00:30:52,900 --> 00:30:55,700 +in our abilities. And because of this, he or she + +381 +00:30:55,700 --> 00:30:59,480 +does not provide us with too many instructions or + +382 +00:30:59,480 --> 00:31:03,940 +directions or whatever. These are the four styles + +383 +00:31:03,940 --> 00:31:08,020 +of leadership based on supportive behavior and + +384 +00:31:08,020 --> 00:31:12,330 +directive behavior. This is important. Any + +385 +00:31:12,330 --> 00:31:18,050 +questions, any comments? Move on, finally. Now we + +386 +00:31:18,050 --> 00:31:20,950 +are going to talk about the team. With the team, + +387 +00:31:21,790 --> 00:31:25,950 +or we called it the group. The team or the group, + +388 +00:31:26,050 --> 00:31:29,590 +it is going to be founded on four major factors. + +389 +00:31:30,290 --> 00:31:34,550 +Number one, activities. In other words, if you + +390 +00:31:34,550 --> 00:31:37,670 +like reading and I like reading, we can be friends + +391 +00:31:37,670 --> 00:31:42,990 +within one team. If you like this kind of meal or + +392 +00:31:42,990 --> 00:31:47,110 +food, we can be friends. We use the word can or + +393 +00:31:47,110 --> 00:31:51,650 +may. Why? We didn't finalize the answer. Because + +394 +00:31:51,650 --> 00:31:53,810 +we are still waiting the answer of the other + +395 +00:31:53,810 --> 00:31:57,570 +factors. This is the meaning of what? So + +396 +00:31:57,570 --> 00:31:59,710 +activities refer to the common activities which + +397 +00:31:59,710 --> 00:32:03,130 +are in common among a group of employees, among a + +398 +00:32:03,130 --> 00:32:05,230 +group of individuals, among a group of human + +399 +00:32:05,230 --> 00:32:09,570 +beings. A second factor means interactions. In + +400 +00:32:09,570 --> 00:32:13,610 +other words, we can interact with one another. If + +401 +00:32:13,610 --> 00:32:16,130 +you are going to have a happy event, I'm going to + +402 +00:32:16,130 --> 00:32:18,910 +congratulate you. If you are going to have a sad + +403 +00:32:18,910 --> 00:32:22,210 +event, I might condole you. So we are talking + +404 +00:32:22,210 --> 00:32:25,910 +about what? Interaction. The same thing we are + +405 +00:32:25,910 --> 00:32:28,990 +talking about sentiment. Sentiment is based on + +406 +00:32:28,990 --> 00:32:33,710 +hate and love feelings. If there is a love, this + +407 +00:32:33,710 --> 00:32:38,850 +might be what? a formation of unity and team. If + +408 +00:32:38,850 --> 00:32:42,610 +there is a hate, this might break down the team. + +409 +00:32:43,190 --> 00:32:46,670 +Finally, we are talking about norms. Norms + +410 +00:32:46,670 --> 00:32:49,810 +determine your behavior. What is acceptable and + +411 +00:32:49,810 --> 00:32:53,670 +what is unacceptable. Listen here. Not every + +412 +00:32:53,670 --> 00:32:57,470 +behavior you are going to do is acceptable in the + +413 +00:32:57,470 --> 00:33:01,450 +eyes of others. Not every behavior of others might + +414 +00:33:01,450 --> 00:33:05,080 +be acceptable in your eyes. But if you are going + +415 +00:33:05,080 --> 00:33:08,020 +to find a common norms which can justify one + +416 +00:33:08,020 --> 00:33:10,440 +unified acceptable behavior, this is going to be + +417 +00:33:10,440 --> 00:33:16,100 +another indicator for forming a team or group. So + +418 +00:33:16,100 --> 00:33:19,700 +if all these things are agreed with one another, + +419 +00:33:19,860 --> 00:33:22,440 +then we are going to have the birth which is + +420 +00:33:22,440 --> 00:33:26,980 +called team or group. If one of the team or the + +421 +00:33:26,980 --> 00:33:32,550 +group decided to interact differently or decided + +422 +00:33:32,550 --> 00:33:36,150 +to be involved in a second team activities this + +423 +00:33:36,150 --> 00:33:41,170 +might be this might be a withdrawal of this member + +424 +00:33:41,170 --> 00:33:45,890 +from the team somebody is going to say why we are + +425 +00:33:45,890 --> 00:33:49,650 +teaching you this because we are talking about + +426 +00:33:49,650 --> 00:33:52,510 +leaders and we are talking about managers leaders + +427 +00:33:52,510 --> 00:33:54,550 +and managers later on they are going to have the + +428 +00:33:54,550 --> 00:33:58,880 +responsibility of forming teams So we should be + +429 +00:33:58,880 --> 00:34:02,120 +able to know or identify who are the best members + +430 +00:34:02,120 --> 00:34:06,040 +who can work together as a team. And who are the + +431 +00:34:06,040 --> 00:34:08,940 +people who cannot work with one another as a team. + +432 +00:34:10,220 --> 00:34:14,660 +This is important. Any question recommends? Next + +433 +00:34:14,660 --> 00:34:17,160 +time we are going to continue with leadership + +434 +00:34:17,160 --> 00:34:21,220 +factors in sales management. Any question? Thank + +435 +00:34:21,220 --> 00:34:21,640 +you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..9d891bf8d0aa890380c4949f572f0d073795af81 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4201, "start": 21.51, "end": 42.01, "text": " Okay, good morning. Today we will go on with account relationship management. We are going to talk about various issues. 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So the first question, can the item be eliminated? The word item here, it refers to product. I want you to remember something very important.", "tokens": [807, 597, 321, 393, 2158, 604, 3174, 420, 257, 1674, 420, 665, 300, 307, 15045, 281, 312, 382, 472, 295, 264, 3718, 3383, 294, 527, 1065, 5763, 7934, 13, 407, 264, 700, 1168, 11, 393, 264, 3174, 312, 20308, 30, 440, 1349, 3174, 510, 11, 309, 14942, 281, 1674, 13, 286, 528, 291, 281, 1604, 746, 588, 1021, 13], "avg_logprob": -0.17187499677141507, "compression_ratio": 1.5027322404371584, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 92.14, "end": 92.52, "word": " through", "probability": 0.52880859375}, {"start": 92.52, "end": 92.78, "word": " which", "probability": 0.94873046875}, {"start": 92.78, "end": 92.98, "word": " we", "probability": 0.9462890625}, {"start": 92.98, "end": 93.4, "word": " can", "probability": 0.9404296875}, {"start": 93.4, "end": 94.22, "word": " value", "probability": 0.97216796875}, {"start": 94.22, "end": 95.16, "word": " any", "probability": 0.85400390625}, {"start": 95.16, "end": 95.54, "word": " item", "probability": 0.9375}, {"start": 95.54, "end": 95.72, "word": " or", "probability": 0.80126953125}, {"start": 95.72, "end": 95.82, "word": " a", "probability": 0.405029296875}, {"start": 95.82, "end": 96.12, "word": " product", "probability": 0.89453125}, {"start": 96.12, "end": 96.3, "word": " or", "probability": 0.89990234375}, {"start": 96.3, "end": 96.66, "word": " good", "probability": 0.7880859375}, {"start": 96.66, "end": 97.56, "word": " that", "probability": 0.67138671875}, {"start": 97.56, "end": 97.76, "word": " is", "probability": 0.93994140625}, {"start": 97.76, "end": 98.14, "word": " targeted", "probability": 0.85986328125}, {"start": 98.14, "end": 98.36, "word": " to", "probability": 0.9462890625}, {"start": 98.36, "end": 98.6, "word": " be", "probability": 0.95166015625}, {"start": 98.6, "end": 98.92, "word": " as", "probability": 0.814453125}, {"start": 98.92, "end": 99.14, "word": " one", "probability": 0.93505859375}, {"start": 99.14, "end": 99.28, "word": " of", "probability": 0.97021484375}, {"start": 99.28, "end": 99.42, "word": " the", "probability": 0.90966796875}, {"start": 99.42, "end": 99.78, "word": " sold", "probability": 0.9013671875}, {"start": 99.78, "end": 100.68, "word": " products", "probability": 0.8564453125}, {"start": 100.68, "end": 100.92, "word": " in", "probability": 0.92431640625}, {"start": 100.92, "end": 101.14, "word": " our", "probability": 0.880859375}, {"start": 101.14, "end": 101.46, "word": " own", "probability": 0.8251953125}, {"start": 101.46, "end": 101.62, "word": " sales", "probability": 0.9306640625}, {"start": 101.62, "end": 101.96, "word": " agency.", "probability": 0.88623046875}, {"start": 102.48, "end": 102.94, "word": " So", "probability": 0.88037109375}, {"start": 102.94, "end": 103.08, "word": " the", "probability": 0.7216796875}, {"start": 103.08, "end": 103.32, "word": " first", "probability": 0.88671875}, {"start": 103.32, "end": 103.68, "word": " question,", "probability": 0.92333984375}, {"start": 103.82, "end": 104.0, "word": " can", "probability": 0.8330078125}, {"start": 104.0, "end": 104.16, "word": " the", "probability": 0.8681640625}, {"start": 104.16, "end": 104.42, "word": " item", "probability": 0.95751953125}, {"start": 104.42, "end": 104.6, "word": " be", "probability": 0.95263671875}, {"start": 104.6, "end": 105.08, "word": " eliminated?", "probability": 0.92333984375}, {"start": 106.18, "end": 106.36, "word": " The", "probability": 0.59912109375}, {"start": 106.36, "end": 106.74, "word": " word", "probability": 0.91552734375}, {"start": 106.74, "end": 107.12, "word": " item", "probability": 0.81982421875}, {"start": 107.12, "end": 107.46, "word": " here,", "probability": 0.732421875}, {"start": 107.68, "end": 108.06, "word": " it", "probability": 0.91552734375}, {"start": 108.06, "end": 108.5, "word": " refers", "probability": 0.876953125}, {"start": 108.5, "end": 108.92, "word": " to", "probability": 0.9697265625}, {"start": 108.92, "end": 109.92, "word": " product.", "probability": 0.85791015625}, {"start": 112.08, "end": 112.36, "word": " I", "probability": 0.6396484375}, {"start": 112.36, "end": 112.76, "word": " want", "probability": 0.87841796875}, {"start": 112.76, "end": 112.94, "word": " you", "probability": 0.95849609375}, {"start": 112.94, "end": 113.08, "word": " to", "probability": 0.96923828125}, {"start": 113.08, "end": 113.58, "word": " remember", "probability": 0.4033203125}, {"start": 113.58, "end": 114.66, "word": " something", "probability": 0.8701171875}, {"start": 114.66, "end": 115.32, "word": " very", "probability": 0.85791015625}, {"start": 115.32, "end": 115.86, "word": " important.", "probability": 0.87744140625}], "temperature": 1.0}, {"id": 5, "seek": 14468, "start": 117.5, "end": 144.68, "text": " So far we were talking about the product and we said the product might be a service or a good. But also remember the product sometimes it can be the experience. The product sometimes it can be the person. The product sometimes it can be an opinion. The product sometimes it can be a consultancy. The product sometimes it can be an idea. 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If we are going to be involved with a court case, the consultancy which we are going to get from attorney or a lawyer, it is what? A product. The experience of the person is a product. A good idea or a thought to make something is a product. Can the idea be solved? 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traditional things which have been talked about, like the goods or the service. Okay? Now, go on. If the item is not standard, can the standard item be used? In other words, can we switch? Can we substitute it?", "tokens": [7504, 11, 1604, 11, 439, 264, 565, 264, 1674, 307, 406, 787, 20608, 281, 264, 5164, 721, 597, 362, 668, 2825, 466, 11, 411, 264, 10179, 420, 264, 2643, 13, 1033, 30, 823, 11, 352, 322, 13, 759, 264, 3174, 307, 406, 3832, 11, 393, 264, 3832, 3174, 312, 1143, 30, 682, 661, 2283, 11, 393, 321, 3679, 30, 1664, 321, 15802, 309, 30], "avg_logprob": -0.20360576923076923, "compression_ratio": 1.5265957446808511, "no_speech_prob": 0.0, "words": [{"start": 174.62, "end": 175.04, "word": " Therefore,", "probability": 0.73388671875}, {"start": 175.22, "end": 175.52, "word": " remember,", "probability": 0.85009765625}, {"start": 176.38, "end": 176.6, "word": " all", "probability": 0.85693359375}, {"start": 176.6, "end": 176.76, "word": " the", "probability": 0.90966796875}, {"start": 176.76, "end": 177.1, "word": " time", "probability": 0.822265625}, {"start": 177.1, "end": 177.3, "word": " the", "probability": 0.63818359375}, {"start": 177.3, "end": 177.68, "word": " product", "probability": 0.8828125}, {"start": 177.68, "end": 178.0, "word": " is", "probability": 0.94091796875}, {"start": 178.0, "end": 178.24, "word": " not", "probability": 0.9111328125}, {"start": 178.24, "end": 178.58, "word": " only", "probability": 0.8125}, {"start": 178.58, "end": 179.14, "word": " restricted", "probability": 0.78759765625}, {"start": 179.14, "end": 180.08, "word": " to", "probability": 0.9453125}, {"start": 180.08, "end": 180.26, "word": " the", "probability": 0.7783203125}, {"start": 180.26, "end": 180.68, "word": " traditional", "probability": 0.84228515625}, {"start": 180.68, "end": 181.14, "word": " things", "probability": 0.802734375}, {"start": 181.14, "end": 181.38, "word": " which", "probability": 0.75146484375}, {"start": 181.38, "end": 181.56, "word": " have", "probability": 0.857421875}, {"start": 181.56, "end": 181.98, "word": " been", "probability": 0.9033203125}, {"start": 181.98, "end": 183.38, "word": " talked", "probability": 0.57177734375}, {"start": 183.38, "end": 183.86, "word": " about,", "probability": 0.91455078125}, {"start": 183.96, "end": 184.16, "word": " like", "probability": 0.90478515625}, {"start": 184.16, "end": 184.32, "word": " the", "probability": 0.64306640625}, {"start": 184.32, "end": 184.52, "word": " goods", "probability": 0.8798828125}, {"start": 184.52, "end": 184.9, "word": " or", "probability": 0.89990234375}, {"start": 184.9, "end": 185.56, "word": " the", "probability": 0.794921875}, {"start": 185.56, "end": 185.96, "word": " service.", "probability": 0.65380859375}, {"start": 186.56, "end": 186.82, "word": " Okay?", "probability": 0.36669921875}, {"start": 187.32, "end": 187.7, "word": " Now,", "probability": 0.927734375}, {"start": 187.8, "end": 187.9, "word": " go", "probability": 0.82763671875}, {"start": 187.9, "end": 188.14, "word": " on.", "probability": 0.94970703125}, {"start": 189.16, "end": 189.44, "word": " If", "probability": 0.95068359375}, {"start": 189.44, "end": 189.6, "word": " the", "probability": 0.8876953125}, {"start": 189.6, "end": 189.88, "word": " item", "probability": 0.93408203125}, {"start": 189.88, "end": 190.02, "word": " is", "probability": 0.84033203125}, {"start": 190.02, "end": 190.16, "word": " not", "probability": 0.93505859375}, {"start": 190.16, "end": 190.66, "word": " standard,", "probability": 0.7900390625}, {"start": 191.4, "end": 191.68, "word": " can", "probability": 0.9326171875}, {"start": 191.68, "end": 191.88, "word": " the", "probability": 0.84228515625}, {"start": 191.88, "end": 192.22, "word": " standard", "probability": 0.90673828125}, {"start": 192.22, "end": 192.6, "word": " item", "probability": 0.94873046875}, {"start": 192.6, "end": 192.76, "word": " be", "probability": 0.95654296875}, {"start": 192.76, "end": 193.12, "word": " used?", "probability": 0.92138671875}, {"start": 193.6, "end": 193.88, "word": " In", "probability": 0.93798828125}, {"start": 193.88, "end": 194.12, "word": " other", "probability": 0.89892578125}, {"start": 194.12, "end": 194.4, "word": " words,", "probability": 0.87060546875}, {"start": 194.5, "end": 194.66, "word": " can", "probability": 0.9404296875}, {"start": 194.66, "end": 194.8, "word": " we", "probability": 0.94091796875}, {"start": 194.8, "end": 195.12, "word": " switch?", "probability": 0.94482421875}, {"start": 195.24, "end": 195.38, "word": " Can", "probability": 0.9638671875}, {"start": 195.38, "end": 195.52, "word": " we", "probability": 0.9619140625}, {"start": 195.52, "end": 195.94, "word": " substitute", "probability": 0.84326171875}, {"start": 195.94, "end": 196.28, "word": " it?", "probability": 0.93603515625}], "temperature": 1.0}, {"id": 8, "seek": 21857, "start": 197.47, "end": 218.57, "text": " Third, if the item is standard, does it completely fit the application or misfit the application of our sales agency? Four, does the item have a greater capacity than required? Five, can its weight be reduced? Six, is there a similar item in inventory that can be substituted?", "tokens": [12548, 11, 498, 264, 3174, 307, 3832, 11, 775, 309, 2584, 3318, 264, 3861, 420, 3346, 6845, 264, 3861, 295, 527, 5763, 7934, 30, 7451, 11, 775, 264, 3174, 362, 257, 5044, 6042, 813, 4739, 30, 9436, 11, 393, 1080, 3364, 312, 9212, 30, 11678, 11, 307, 456, 257, 2531, 3174, 294, 14228, 300, 393, 312, 26441, 4866, 30], "avg_logprob": -0.1450520783662796, "compression_ratio": 1.582857142857143, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 197.47, "end": 197.91, "word": " Third,", "probability": 0.7255859375}, {"start": 198.03, "end": 198.19, "word": " if", "probability": 0.904296875}, {"start": 198.19, "end": 198.35, "word": " the", "probability": 0.8984375}, {"start": 198.35, "end": 198.55, "word": " item", "probability": 0.95263671875}, {"start": 198.55, "end": 198.75, "word": " is", "probability": 0.89599609375}, {"start": 198.75, "end": 199.17, "word": " standard,", "probability": 0.8701171875}, {"start": 199.49, "end": 199.71, "word": " does", "probability": 0.96337890625}, {"start": 199.71, "end": 199.87, "word": " it", "probability": 0.95263671875}, {"start": 199.87, "end": 200.29, "word": " completely", "probability": 0.6845703125}, {"start": 200.29, "end": 200.55, "word": " fit", "probability": 0.9638671875}, {"start": 200.55, "end": 200.67, "word": " the", "probability": 0.5546875}, {"start": 200.67, "end": 201.07, "word": " application", "probability": 0.9150390625}, {"start": 201.07, "end": 201.31, "word": " or", "probability": 0.88330078125}, {"start": 201.31, "end": 201.73, "word": " misfit", "probability": 0.8974609375}, {"start": 201.73, "end": 202.47, "word": " the", "probability": 0.8427734375}, {"start": 202.47, "end": 203.05, "word": " application", "probability": 0.92333984375}, {"start": 203.05, "end": 203.41, "word": " of", "probability": 0.958984375}, {"start": 203.41, "end": 203.71, "word": " our", "probability": 0.8818359375}, {"start": 203.71, "end": 203.99, "word": " sales", "probability": 0.921875}, {"start": 203.99, "end": 204.49, "word": " agency?", "probability": 0.91796875}, {"start": 205.53, "end": 206.13, "word": " Four,", "probability": 0.376953125}, {"start": 206.39, "end": 206.83, "word": " does", "probability": 0.9462890625}, {"start": 206.83, "end": 207.07, "word": " the", "probability": 0.9052734375}, {"start": 207.07, "end": 207.33, "word": " item", "probability": 0.966796875}, {"start": 207.33, "end": 207.59, "word": " have", "probability": 0.92333984375}, {"start": 207.59, "end": 207.71, "word": " a", "probability": 0.61083984375}, {"start": 207.71, "end": 207.93, "word": " greater", "probability": 0.93017578125}, {"start": 207.93, "end": 208.41, "word": " capacity", "probability": 0.845703125}, {"start": 208.41, "end": 208.63, "word": " than", "probability": 0.904296875}, {"start": 208.63, "end": 209.07, "word": " required?", "probability": 0.7744140625}, {"start": 210.15, "end": 210.75, "word": " Five,", "probability": 0.8916015625}, {"start": 211.13, "end": 211.39, "word": " can", "probability": 0.927734375}, {"start": 211.39, "end": 211.55, "word": " its", "probability": 0.6220703125}, {"start": 211.55, "end": 211.95, "word": " weight", "probability": 0.94384765625}, {"start": 211.95, "end": 213.07, "word": " be", "probability": 0.591796875}, {"start": 213.07, "end": 213.59, "word": " reduced?", "probability": 0.94189453125}, {"start": 214.23, "end": 214.83, "word": " Six,", "probability": 0.935546875}, {"start": 215.23, "end": 215.53, "word": " is", "probability": 0.91748046875}, {"start": 215.53, "end": 215.73, "word": " there", "probability": 0.912109375}, {"start": 215.73, "end": 215.91, "word": " a", "probability": 0.97509765625}, {"start": 215.91, "end": 216.15, "word": " similar", "probability": 0.96923828125}, {"start": 216.15, "end": 216.59, "word": " item", "probability": 0.9677734375}, {"start": 216.59, "end": 216.77, "word": " in", "probability": 0.93994140625}, {"start": 216.77, "end": 217.25, "word": " inventory", "probability": 0.509765625}, {"start": 217.25, "end": 217.51, "word": " that", "probability": 0.92822265625}, {"start": 217.51, "end": 217.67, "word": " can", "probability": 0.93408203125}, {"start": 217.67, "end": 217.81, "word": " be", "probability": 0.95458984375}, {"start": 217.81, "end": 218.57, "word": " substituted?", "probability": 0.921630859375}], "temperature": 1.0}, {"id": 9, "seek": 24019, "start": 219.73, "end": 240.19, "text": " Seven, are the tolerances specified closer than the necessary? And finally, in this slide, is unnecessary matching or machining performed on the item? All these are samples of the questions. Let's continue with these questions. Are unnecessary fan finishes specified?", "tokens": [14868, 11, 366, 264, 11125, 2676, 22206, 4966, 813, 264, 4818, 30, 400, 2721, 11, 294, 341, 4137, 11, 307, 19350, 14324, 420, 2246, 1760, 10332, 322, 264, 3174, 30, 1057, 613, 366, 10938, 295, 264, 1651, 13, 961, 311, 2354, 365, 613, 1651, 13, 2014, 19350, 3429, 23615, 22206, 30], "avg_logprob": -0.20162260331786597, "compression_ratio": 1.6047904191616766, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 219.73, "end": 220.23, "word": " Seven,", "probability": 0.2015380859375}, {"start": 220.45, "end": 220.73, "word": " are", "probability": 0.73388671875}, {"start": 220.73, "end": 220.93, "word": " the", "probability": 0.90185546875}, {"start": 220.93, "end": 221.33, "word": " tolerances", "probability": 0.792724609375}, {"start": 221.33, "end": 221.89, "word": " specified", "probability": 0.92626953125}, {"start": 221.89, "end": 222.33, "word": " closer", "probability": 0.90576171875}, {"start": 222.33, "end": 222.65, "word": " than", "probability": 0.94091796875}, {"start": 222.65, "end": 222.83, "word": " the", "probability": 0.6865234375}, {"start": 222.83, "end": 223.17, "word": " necessary?", "probability": 0.92431640625}, {"start": 223.81, "end": 224.13, "word": " And", "probability": 0.46826171875}, {"start": 224.13, "end": 224.63, "word": " finally,", "probability": 0.796875}, {"start": 224.97, "end": 225.09, "word": " in", "probability": 0.67822265625}, {"start": 225.09, "end": 225.27, "word": " this", "probability": 0.9365234375}, {"start": 225.27, "end": 225.75, "word": " slide,", "probability": 0.95703125}, {"start": 226.15, "end": 226.37, "word": " is", "probability": 0.919921875}, {"start": 226.37, "end": 227.01, "word": " unnecessary", "probability": 0.833984375}, {"start": 227.01, "end": 227.55, "word": " matching", "probability": 0.8095703125}, {"start": 227.55, "end": 227.83, "word": " or", "probability": 0.8349609375}, {"start": 227.83, "end": 228.39, "word": " machining", "probability": 0.93896484375}, {"start": 228.39, "end": 230.41, "word": " performed", "probability": 0.57763671875}, {"start": 230.41, "end": 230.69, "word": " on", "probability": 0.939453125}, {"start": 230.69, "end": 230.83, "word": " the", "probability": 0.9130859375}, {"start": 230.83, "end": 231.11, "word": " item?", "probability": 0.947265625}, {"start": 231.65, "end": 232.11, "word": " All", "probability": 0.94580078125}, {"start": 232.11, "end": 232.33, "word": " these", "probability": 0.82763671875}, {"start": 232.33, "end": 232.55, "word": " are", "probability": 0.947265625}, {"start": 232.55, "end": 232.93, "word": " samples", "probability": 0.65771484375}, {"start": 232.93, "end": 233.11, "word": " of", "probability": 0.95849609375}, {"start": 233.11, "end": 233.23, "word": " the", "probability": 0.83056640625}, {"start": 233.23, "end": 233.63, "word": " questions.", "probability": 0.89501953125}, {"start": 234.87, "end": 235.23, "word": " Let's", "probability": 0.922607421875}, {"start": 235.23, "end": 235.69, "word": " continue", "probability": 0.890625}, {"start": 235.69, "end": 236.07, "word": " with", "probability": 0.87744140625}, {"start": 236.07, "end": 236.27, "word": " these", "probability": 0.82177734375}, {"start": 236.27, "end": 236.81, "word": " questions.", "probability": 0.95458984375}, {"start": 238.01, "end": 238.37, "word": " Are", "probability": 0.955078125}, {"start": 238.37, "end": 238.91, "word": " unnecessary", "probability": 0.93017578125}, {"start": 238.91, "end": 239.27, "word": " fan", "probability": 0.7216796875}, {"start": 239.27, "end": 239.65, "word": " finishes", "probability": 0.943359375}, {"start": 239.65, "end": 240.19, "word": " specified?", "probability": 0.9267578125}], "temperature": 1.0}, {"id": 10, "seek": 26868, "start": 241.28, "end": 268.68, "text": " In addition, is commercial equity specified? Can the item be manufactured cheaper in-house? If manufactured in-house, can it be purchased cheaper? Is the item classified to obtain lowest shipping rate? Can packaging cost be reduced? Are suppliers asked for suggestions to reduce cost? 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So the answer of these 15 questions are related with the total cost of the product. Look at her. If we return back, what do we write here? Total cost. 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Because of this, they are going to ask similar questions like the questions which we have just talked about. Okay? Once again, we are emphasizing on one important point. We are not going to memorize these questions. This is just for your general knowledge, understanding. 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After several items, the salesperson directly is going to provide you with the total cost which you must pay. At the same time, he is going to release an invoice and he or she will put it in your bucket. This is what? This is a programmed electronic system.", "tokens": [2381, 300, 11, 415, 307, 516, 281, 747, 264, 1150, 3174, 597, 291, 4243, 293, 415, 1564, 797, 486, 11049, 309, 13, 2381, 2940, 4754, 11, 264, 5763, 10813, 3838, 307, 516, 281, 2893, 291, 365, 264, 3217, 2063, 597, 291, 1633, 1689, 13, 1711, 264, 912, 565, 11, 415, 307, 516, 281, 4374, 364, 47919, 293, 415, 420, 750, 486, 829, 309, 294, 428, 13058, 13, 639, 307, 437, 30, 639, 307, 257, 37648, 292, 10092, 1185, 13], "avg_logprob": -0.156152349896729, "compression_ratio": 1.6745283018867925, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 441.14, "end": 441.62, "word": " After", "probability": 0.6787109375}, {"start": 441.62, "end": 442.04, "word": " that,", "probability": 0.92431640625}, {"start": 442.16, "end": 442.24, "word": " he", "probability": 0.9140625}, {"start": 442.24, "end": 442.42, "word": " is", "probability": 0.7802734375}, {"start": 442.42, "end": 442.62, "word": " going", "probability": 0.93896484375}, 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Let's ask ourselves this question. Is this system for free? Does it require money? Does it cost the management of the sales agency? Of course. So all these financial costs, they are classified to be under invoice cost. Clear? Any questions? Any comments? 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Any question about the first type? Let's talk about the second type. The second type it is the possession cost. 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"start": 531.0, "end": 558.56, "text": " We know the meaning of the word Bussis, Yamtalik. Bussishing costs, look at here, costs associated with stock billing, between delivery and use. These costs include building and maintenance of storage areas, inventory control, insurance, taxes, bill of wage, and interest charges on money borrowed to pay for inventory.", "tokens": [492, 458, 264, 3620, 295, 264, 1349, 363, 2023, 271, 11, 18992, 32831, 1035, 13, 363, 2023, 3807, 5497, 11, 574, 412, 510, 11, 5497, 6615, 365, 4127, 35618, 11, 1296, 8982, 293, 764, 13, 1981, 5497, 4090, 2390, 293, 11258, 295, 6725, 3179, 11, 14228, 1969, 11, 7214, 11, 10041, 11, 2961, 295, 15444, 11, 293, 1179, 12235, 322, 1460, 26805, 281, 1689, 337, 14228, 13], "avg_logprob": -0.31112133185653124, "compression_ratio": 1.5458937198067633, "no_speech_prob": 0.0, "words": [{"start": 531.0, "end": 531.28, "word": " We", "probability": 0.72705078125}, {"start": 531.28, "end": 531.46, "word": " know", "probability": 0.87939453125}, {"start": 531.46, "end": 531.66, "word": " the", "probability": 0.91796875}, {"start": 531.66, "end": 531.86, "word": " meaning", "probability": 0.85791015625}, {"start": 531.86, "end": 532.02, "word": " of", "probability": 0.970703125}, {"start": 532.02, "end": 532.12, "word": " the", "probability": 0.89697265625}, {"start": 532.12, "end": 532.3, "word": " word", "probability": 0.93408203125}, {"start": 532.3, "end": 532.78, "word": " Bussis,", "probability": 0.2622884114583333}, {"start": 533.16, "end": 533.74, "word": " Yamtalik.", "probability": 0.6092936197916666}, {"start": 534.34, "end": 534.78, "word": " Bussishing", "probability": 0.6509602864583334}, {"start": 534.78, "end": 535.28, "word": " costs,", "probability": 0.63037109375}, {"start": 535.64, "end": 535.88, "word": " look", "probability": 0.8408203125}, {"start": 535.88, "end": 536.04, "word": " at", "probability": 0.91015625}, {"start": 536.04, "end": 536.32, "word": " here,", "probability": 0.8359375}, {"start": 537.26, "end": 537.8, "word": " costs", "probability": 0.7255859375}, {"start": 537.8, "end": 538.52, "word": " associated", "probability": 0.90966796875}, {"start": 538.52, "end": 538.82, "word": " with", "probability": 0.904296875}, {"start": 538.82, "end": 539.2, "word": " stock", "probability": 0.80322265625}, {"start": 539.2, "end": 539.62, "word": " billing,", "probability": 0.82275390625}, {"start": 540.72, "end": 541.52, "word": " between", "probability": 0.89697265625}, {"start": 541.52, "end": 542.66, "word": " delivery", "probability": 0.90625}, {"start": 542.66, "end": 543.12, "word": " and", "probability": 0.92822265625}, {"start": 543.12, "end": 543.58, "word": " use.", "probability": 0.88720703125}, {"start": 545.52, "end": 545.96, "word": " These", "probability": 0.8994140625}, {"start": 545.96, "end": 546.38, "word": " costs", "probability": 0.8916015625}, {"start": 546.38, "end": 546.84, "word": " include", "probability": 0.796875}, {"start": 546.84, "end": 547.38, "word": " building", "probability": 0.86083984375}, {"start": 547.38, "end": 547.84, "word": " and", "probability": 0.94140625}, {"start": 547.84, "end": 548.28, "word": " maintenance", "probability": 0.8974609375}, {"start": 548.28, "end": 548.56, "word": " of", "probability": 0.96875}, {"start": 548.56, "end": 548.9, "word": " storage", "probability": 0.88720703125}, {"start": 548.9, "end": 549.42, "word": " areas,", "probability": 0.9453125}, {"start": 550.12, "end": 550.52, "word": " inventory", "probability": 0.880859375}, {"start": 550.52, "end": 551.14, "word": " control,", "probability": 0.818359375}, {"start": 551.88, "end": 552.4, "word": " insurance,", "probability": 0.93896484375}, {"start": 553.14, "end": 553.64, "word": " taxes,", "probability": 0.93701171875}, {"start": 554.16, "end": 554.26, "word": " bill", "probability": 0.2066650390625}, {"start": 554.26, "end": 554.4, "word": " of", "probability": 0.453857421875}, {"start": 554.4, "end": 554.68, "word": " wage,", "probability": 0.5234375}, {"start": 555.0, "end": 555.22, "word": " and", "probability": 0.92822265625}, {"start": 555.22, "end": 555.6, "word": " interest", "probability": 0.9462890625}, {"start": 555.6, "end": 556.12, "word": " charges", "probability": 0.96337890625}, {"start": 556.12, "end": 556.42, "word": " on", "probability": 0.94189453125}, {"start": 556.42, "end": 556.64, "word": " money", "probability": 0.9033203125}, {"start": 556.64, "end": 556.92, "word": " borrowed", "probability": 0.85888671875}, {"start": 556.92, "end": 557.16, "word": " to", "probability": 0.96923828125}, {"start": 557.16, "end": 557.44, "word": " pay", "probability": 0.947265625}, {"start": 557.44, "end": 558.12, "word": " for", "probability": 0.93212890625}, {"start": 558.12, "end": 558.56, "word": " inventory.", "probability": 0.92333984375}], "temperature": 1.0}, {"id": 21, "seek": 58704, "start": 560.16, "end": 587.04, "text": " Look at here and let's strike an example. Imagine you are going to have a sales agency or company where you are selling electronics. These electronics, they are various. Sometimes you are going to talk about TVs, sometimes you are going to talk about LCDs, sometimes you are talking about laptops and etc.", "tokens": [2053, 412, 510, 293, 718, 311, 9302, 364, 1365, 13, 11739, 291, 366, 516, 281, 362, 257, 5763, 7934, 420, 2237, 689, 291, 366, 6511, 20611, 13, 1981, 20611, 11, 436, 366, 3683, 13, 4803, 291, 366, 516, 281, 751, 466, 38085, 11, 2171, 291, 366, 516, 281, 751, 466, 33158, 82, 11, 2171, 291, 366, 1417, 466, 27642, 293, 5183, 13], "avg_logprob": -0.2330109141175709, "compression_ratio": 1.8, "no_speech_prob": 0.0, "words": [{"start": 560.16, "end": 560.52, "word": " Look", "probability": 0.24951171875}, {"start": 560.52, "end": 560.72, "word": " at", "probability": 0.89404296875}, {"start": 560.72, "end": 561.06, "word": " here", "probability": 0.5859375}, {"start": 561.06, "end": 561.26, "word": " and", "probability": 0.521484375}, {"start": 561.26, "end": 561.48, "word": " let's", "probability": 0.82470703125}, {"start": 561.48, "end": 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have, its space is not enough to display this big volume of items. 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After this, you are going to require maintenance, you are going to ask for inventory control so that no theft might happen against the items which you are dealing with.", "tokens": [759, 291, 360, 406, 362, 257, 6725, 3056, 11, 341, 1355, 291, 362, 281, 1322, 6725, 420, 291, 1062, 6214, 552, 13, 2381, 341, 11, 291, 366, 516, 281, 3651, 11258, 11, 291, 366, 516, 281, 1029, 337, 14228, 1969, 370, 300, 572, 28508, 1062, 1051, 1970, 264, 4754, 597, 291, 366, 6260, 365, 13], "avg_logprob": -0.15569196215697698, "compression_ratio": 1.638036809815951, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 619.01, "end": 619.31, "word": " If", "probability": 0.69775390625}, {"start": 619.31, "end": 619.43, "word": " you", "probability": 0.96435546875}, {"start": 619.43, "end": 619.59, "word": " do", "probability": 0.75390625}, {"start": 619.59, "end": 619.79, "word": " not", "probability": 0.9501953125}, {"start": 619.79, "end": 620.27, "word": " have", "probability": 0.94970703125}, {"start": 620.27, "end": 620.45, "word": " a", "probability": 0.50341796875}, {"start": 620.45, "end": 620.67, "word": " storage", "probability": 0.80322265625}, {"start": 620.67, "end": 621.07, "word": " center,", "probability": 0.7333984375}, {"start": 621.23, "end": 621.47, "word": " this", "probability": 0.8134765625}, {"start": 621.47, "end": 621.79, "word": " means", "probability": 0.939453125}, {"start": 621.79, "end": 622.01, "word": " you", "probability": 0.87060546875}, {"start": 622.01, "end": 622.17, "word": " have", "probability": 0.88037109375}, {"start": 622.17, "end": 622.33, "word": " to", "probability": 0.9697265625}, {"start": 622.33, "end": 622.63, "word": " build", "probability": 0.9384765625}, {"start": 622.63, "end": 623.25, "word": " storage", "probability": 0.748046875}, {"start": 623.25, "end": 624.37, "word": " or", "probability": 0.7236328125}, {"start": 624.37, "end": 624.53, "word": " you", "probability": 0.9404296875}, {"start": 624.53, "end": 624.81, "word": " might", "probability": 0.8447265625}, {"start": 624.81, "end": 625.09, "word": " rent", "probability": 0.90966796875}, {"start": 625.09, "end": 625.45, "word": " them.", "probability": 0.8447265625}, {"start": 626.73, "end": 627.17, "word": " After", "probability": 0.5576171875}, {"start": 627.17, "end": 627.67, "word": " this,", "probability": 0.9296875}, {"start": 628.33, "end": 628.45, "word": " you", "probability": 0.95849609375}, {"start": 628.45, "end": 628.63, "word": " are", "probability": 0.8525390625}, {"start": 628.63, "end": 628.89, "word": " going", "probability": 0.94482421875}, {"start": 628.89, "end": 629.09, "word": " to", "probability": 0.970703125}, {"start": 629.09, "end": 629.53, "word": " require", "probability": 0.927734375}, {"start": 629.53, "end": 630.21, "word": " maintenance,", "probability": 0.91162109375}, {"start": 630.89, "end": 630.99, "word": " you", "probability": 0.9072265625}, {"start": 630.99, "end": 631.15, "word": " are", "probability": 0.90185546875}, {"start": 631.15, "end": 631.35, "word": " going", "probability": 0.94482421875}, {"start": 631.35, "end": 631.65, "word": " to", "probability": 0.970703125}, {"start": 631.65, "end": 632.35, "word": " ask", "probability": 0.923828125}, {"start": 632.35, "end": 632.89, "word": " for", "probability": 0.93896484375}, {"start": 632.89, "end": 633.61, "word": " inventory", "probability": 0.93359375}, {"start": 633.61, "end": 634.23, "word": " control", "probability": 0.83154296875}, {"start": 634.23, "end": 634.89, "word": " so", "probability": 0.6025390625}, {"start": 634.89, "end": 635.21, "word": " that", "probability": 0.93408203125}, {"start": 635.21, "end": 635.47, "word": " no", "probability": 0.931640625}, {"start": 635.47, "end": 635.83, "word": " theft", "probability": 0.91943359375}, {"start": 635.83, "end": 636.71, "word": " might", "probability": 0.873046875}, {"start": 636.71, "end": 637.07, "word": " happen", "probability": 0.91162109375}, {"start": 637.07, "end": 637.43, "word": " against", "probability": 0.9111328125}, {"start": 637.43, "end": 637.65, "word": " the", "probability": 0.90478515625}, {"start": 637.65, "end": 637.99, "word": " items", "probability": 0.81103515625}, {"start": 637.99, "end": 638.23, "word": " which", "probability": 0.798828125}, {"start": 638.23, "end": 638.33, "word": " you", "probability": 0.958984375}, {"start": 638.33, "end": 638.45, "word": " are", "probability": 0.93408203125}, {"start": 638.45, "end": 638.65, "word": " dealing", "probability": 0.94970703125}, {"start": 638.65, "end": 638.97, "word": " with.", "probability": 0.89990234375}], "temperature": 1.0}, {"id": 24, "seek": 66766, "start": 640.0, "end": 667.66, "text": " Also, sometimes you are going to have a kind of insurance because God knows what is going to happen with this storage. It might be burnt for example. So we need a kind of insurance. So all these costs which are related to storage, inventory control, insurance, taxes, rental or building this storage, all these are costs. Costs classified under something called position cost.", "tokens": [2743, 11, 2171, 291, 366, 516, 281, 362, 257, 733, 295, 7214, 570, 1265, 3255, 437, 307, 516, 281, 1051, 365, 341, 6725, 13, 467, 1062, 312, 18901, 337, 1365, 13, 407, 321, 643, 257, 733, 295, 7214, 13, 407, 439, 613, 5497, 597, 366, 4077, 281, 6725, 11, 14228, 1969, 11, 7214, 11, 10041, 11, 21468, 420, 2390, 341, 6725, 11, 439, 613, 366, 5497, 13, 20863, 82, 20627, 833, 746, 1219, 2535, 2063, 13], "avg_logprob": -0.19389204855089065, "compression_ratio": 1.6981981981981982, "no_speech_prob": 0.0, "words": [{"start": 640.0, "end": 640.64, "word": " Also,", "probability": 0.77099609375}, {"start": 641.06, "end": 641.62, "word": " sometimes", "probability": 0.8818359375}, {"start": 641.62, "end": 641.78, "word": " you", "probability": 0.8701171875}, {"start": 641.78, "end": 641.92, "word": " are", "probability": 0.68994140625}, {"start": 641.92, "end": 642.14, "word": " going", "probability": 0.94091796875}, {"start": 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"probability": 0.96826171875}, {"start": 654.28, "end": 655.3, "word": " storage,", "probability": 0.84521484375}, {"start": 655.84, "end": 656.26, "word": " inventory", "probability": 0.921875}, {"start": 656.26, "end": 656.9, "word": " control,", "probability": 0.833984375}, {"start": 657.48, "end": 658.0, "word": " insurance,", "probability": 0.95166015625}, {"start": 658.7, "end": 659.14, "word": " taxes,", "probability": 0.92041015625}, {"start": 659.72, "end": 660.08, "word": " rental", "probability": 0.8271484375}, {"start": 660.08, "end": 660.7, "word": " or", "probability": 0.67333984375}, {"start": 660.7, "end": 661.12, "word": " building", "probability": 0.92578125}, {"start": 661.12, "end": 661.38, "word": " this", "probability": 0.5830078125}, {"start": 661.38, "end": 661.78, "word": " storage,", "probability": 0.861328125}, {"start": 662.08, "end": 662.4, "word": " all", "probability": 0.9140625}, {"start": 662.4, "end": 662.66, "word": " these", "probability": 0.81201171875}, {"start": 662.66, "end": 662.88, "word": " are", "probability": 0.92431640625}, {"start": 662.88, "end": 663.34, "word": " costs.", "probability": 0.810546875}, {"start": 664.08, "end": 664.72, "word": " Costs", "probability": 0.81982421875}, {"start": 664.72, "end": 665.22, "word": " classified", "probability": 0.86376953125}, {"start": 665.22, "end": 665.74, "word": " under", "probability": 0.88232421875}, {"start": 665.74, "end": 666.02, "word": " something", "probability": 0.84716796875}, {"start": 666.02, "end": 666.46, "word": " called", "probability": 0.88134765625}, {"start": 666.46, "end": 667.2, "word": " position", "probability": 0.39697265625}, {"start": 667.2, "end": 667.66, "word": " cost.", "probability": 0.52587890625}], "temperature": 1.0}, {"id": 25, "seek": 69741, "start": 668.79, "end": 697.41, "text": " Are they paid by the sales agency or company? Yes. Yes, they are paid by the sales agency. Any question, any comments about the second type of cost? Okay, let's begin and talk about the third one. The acquisition cost. The acquisition cost here, remember, they are related or associated with generating purchasing order and delivery.", "tokens": [2014, 436, 4835, 538, 264, 5763, 7934, 420, 2237, 30, 1079, 13, 1079, 11, 436, 366, 4835, 538, 264, 5763, 7934, 13, 2639, 1168, 11, 604, 3053, 466, 264, 1150, 2010, 295, 2063, 30, 1033, 11, 718, 311, 1841, 293, 751, 466, 264, 2636, 472, 13, 440, 21668, 2063, 13, 440, 21668, 2063, 510, 11, 1604, 11, 436, 366, 4077, 420, 6615, 365, 17746, 20906, 1668, 293, 8982, 13], "avg_logprob": -0.21852678869451794, "compression_ratio": 1.6868686868686869, "no_speech_prob": 0.0, "words": [{"start": 668.79, "end": 669.09, "word": " Are", "probability": 0.7216796875}, {"start": 669.09, "end": 669.29, "word": " they", "probability": 0.88916015625}, {"start": 669.29, "end": 669.61, "word": " paid", "probability": 0.8466796875}, {"start": 669.61, "end": 669.95, "word": " by", "probability": 0.9697265625}, {"start": 669.95, "end": 670.11, "word": " the", "probability": 0.712890625}, {"start": 670.11, "end": 670.35, "word": " sales", "probability": 0.83056640625}, {"start": 670.35, "end": 670.57, "word": " agency", "probability": 0.74658203125}, {"start": 670.57, "end": 670.85, "word": " or", "probability": 0.6865234375}, {"start": 670.85, "end": 671.19, "word": " company?", "probability": 0.72314453125}, {"start": 671.53, "end": 671.85, "word": " Yes.", "probability": 0.8544921875}, {"start": 672.85, "end": 673.33, "word": " Yes,", "probability": 0.62646484375}, {"start": 673.57, "end": 673.69, "word": " they", "probability": 0.8798828125}, {"start": 673.69, "end": 673.89, "word": " are", "probability": 0.927734375}, {"start": 673.89, "end": 674.11, "word": " paid", "probability": 0.92333984375}, {"start": 674.11, "end": 674.33, "word": " by", "probability": 0.96484375}, {"start": 674.33, "end": 674.47, "word": " the", "probability": 0.798828125}, {"start": 674.47, "end": 674.63, "word": " sales", "probability": 0.9296875}, {"start": 674.63, "end": 674.97, "word": " agency.", "probability": 0.91455078125}, {"start": 676.17, "end": 676.53, "word": " Any", "probability": 0.8349609375}, {"start": 676.53, "end": 676.93, "word": " question,", "probability": 0.499267578125}, {"start": 677.03, "end": 677.15, "word": " any", "probability": 0.90625}, {"start": 677.15, "end": 677.47, "word": " comments", "probability": 0.79345703125}, {"start": 677.47, "end": 677.69, "word": " about", "probability": 0.87646484375}, {"start": 677.69, "end": 677.85, "word": " the", "probability": 0.89111328125}, {"start": 677.85, "end": 678.05, "word": " second", "probability": 0.8720703125}, {"start": 678.05, "end": 678.27, "word": " type", "probability": 0.978515625}, {"start": 678.27, "end": 678.45, "word": " of", "probability": 0.96875}, {"start": 678.45, "end": 678.69, "word": " cost?", "probability": 0.75732421875}, {"start": 679.31, "end": 679.69, "word": " Okay,", "probability": 0.51171875}, {"start": 679.75, "end": 679.93, "word": " let's", "probability": 0.946044921875}, {"start": 679.93, "end": 680.21, "word": " begin", "probability": 0.810546875}, {"start": 680.21, "end": 680.43, "word": " and", "probability": 0.9033203125}, {"start": 680.43, "end": 680.63, "word": " talk", "probability": 0.88134765625}, {"start": 680.63, "end": 680.87, "word": " about", "probability": 0.90478515625}, {"start": 680.87, "end": 681.03, "word": " the", "probability": 0.91650390625}, {"start": 681.03, "end": 681.33, "word": " third", "probability": 0.90673828125}, {"start": 681.33, "end": 681.61, "word": " one.", "probability": 0.8251953125}, {"start": 682.41, "end": 683.05, "word": " The", "probability": 0.85986328125}, {"start": 683.05, "end": 683.59, "word": " acquisition", "probability": 0.841796875}, {"start": 683.59, "end": 684.13, "word": " cost.", "probability": 0.8515625}, {"start": 685.27, "end": 685.83, "word": " The", "probability": 0.86962890625}, {"start": 685.83, "end": 686.31, "word": " acquisition", "probability": 0.94091796875}, {"start": 686.31, "end": 686.87, "word": " cost", "probability": 0.69482421875}, {"start": 686.87, "end": 687.31, "word": " here,", "probability": 0.77978515625}, {"start": 688.61, "end": 689.13, "word": " remember,", "probability": 0.8359375}, {"start": 690.31, "end": 690.99, "word": " they", "probability": 0.84228515625}, {"start": 690.99, "end": 691.43, "word": " are", "probability": 0.93701171875}, {"start": 691.43, "end": 691.95, "word": " related", "probability": 0.953125}, {"start": 691.95, "end": 692.23, "word": " or", "probability": 0.94873046875}, {"start": 692.23, "end": 692.73, "word": " associated", "probability": 0.890625}, {"start": 692.73, "end": 693.27, "word": " with", "probability": 0.91064453125}, {"start": 693.27, "end": 694.79, "word": " generating", "probability": 0.822265625}, {"start": 694.79, "end": 695.39, "word": " purchasing", "probability": 0.89404296875}, {"start": 695.39, "end": 695.91, "word": " order", "probability": 0.89208984375}, {"start": 695.91, "end": 696.89, "word": " and", "probability": 0.91259765625}, {"start": 696.89, "end": 697.41, "word": " delivery.", "probability": 0.84912109375}], "temperature": 1.0}, {"id": 26, "seek": 72806, "start": 699.16, "end": 728.06, "text": " purchasing order and delivery. In other words, these costs include order orientation, interviewing salespeople, expediting sending deliveries, receiving and editing invoicing, and follow-up on later or inaccurate deliveries. Let's continue our example. 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It will be examined and it will be studied. After that, we are going to send our car or vehicle to transfer this order of purchasing. In addition, we are going to send our technicians. Why? 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Somebody is going to ask, are these costs? Of course they are costs. We are sending technicians and they are payable. We are sending vehicle or car and we are talking about gas. We are talking about the time of the editor and so on. 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Number one, invoice cost. Number two, position cost. Number three, acquisition one. With these three costs, I want you to remember them and to remember our example. Why? 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Let's give example about these equations. Imagine for example we are going to provide you with this sentence. I want you to state or to decide if this sentence is correct or false. Take this sentence. Invoice cost includes costs related to storage. False. What is the correct answer? Excellent.", "tokens": [14993, 30, 961, 311, 976, 1365, 466, 613, 11787, 13, 11739, 337, 1365, 321, 366, 516, 281, 2893, 291, 365, 341, 8174, 13, 286, 528, 291, 281, 1785, 420, 281, 4536, 498, 341, 8174, 307, 3006, 420, 7908, 13, 3664, 341, 8174, 13, 682, 42268, 2063, 5974, 5497, 4077, 281, 6725, 13, 50040, 13, 708, 307, 264, 3006, 1867, 30, 16723, 13], "avg_logprob": -0.18030753637117053, "compression_ratio": 1.5647668393782384, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 863.76, "end": 864.38, "word": " Clear?", "probability": 0.73193359375}, {"start": 864.9, "end": 865.34, "word": " Let's", "probability": 0.904052734375}, {"start": 865.34, "end": 865.5, "word": " give", "probability": 0.837890625}, {"start": 865.5, "end": 865.88, "word": " example", "probability": 0.55517578125}, {"start": 865.88, "end": 866.18, "word": " about", "probability": 0.8740234375}, {"start": 866.18, "end": 866.42, "word": " these", "probability": 0.712890625}, {"start": 866.42, "end": 866.84, "word": " equations.", "probability": 0.88037109375}, {"start": 867.44, "end": 867.82, "word": " Imagine", "probability": 0.83447265625}, {"start": 867.82, "end": 868.02, "word": " for", "probability": 0.7900390625}, {"start": 868.02, "end": 868.44, "word": " example", "probability": 0.978515625}, {"start": 868.44, "end": 868.7, "word": " we", "probability": 0.51171875}, {"start": 868.7, "end": 868.84, "word": " are", "probability": 0.9033203125}, {"start": 868.84, "end": 869.02, "word": " going", "probability": 0.93994140625}, {"start": 869.02, "end": 869.16, "word": " to", "probability": 0.96826171875}, {"start": 869.16, "end": 869.5, "word": " provide", "probability": 0.96533203125}, {"start": 869.5, "end": 869.66, "word": " you", "probability": 0.94677734375}, {"start": 869.66, "end": 869.84, "word": " with", "probability": 0.89501953125}, {"start": 869.84, "end": 870.04, "word": " this", "probability": 0.92919921875}, {"start": 870.04, "end": 870.46, "word": " sentence.", "probability": 0.94384765625}, {"start": 871.12, "end": 871.28, "word": " I", "probability": 0.52294921875}, {"start": 871.28, "end": 871.58, "word": " want", "probability": 0.87744140625}, {"start": 871.58, "end": 871.72, "word": " you", "probability": 0.9560546875}, {"start": 871.72, "end": 871.88, "word": " to", "probability": 0.96630859375}, {"start": 871.88, "end": 872.18, "word": " state", "probability": 0.92041015625}, {"start": 872.18, "end": 872.36, "word": " or", "probability": 0.9033203125}, {"start": 872.36, "end": 872.5, "word": " to", "probability": 0.67822265625}, {"start": 872.5, "end": 873.06, "word": " decide", "probability": 0.9482421875}, {"start": 873.06, "end": 873.96, "word": " if", "probability": 0.8896484375}, {"start": 873.96, "end": 874.18, "word": " this", "probability": 0.9306640625}, {"start": 874.18, "end": 874.48, "word": " sentence", "probability": 0.939453125}, {"start": 874.48, "end": 874.7, "word": " is", "probability": 0.94921875}, {"start": 874.7, "end": 875.12, "word": " correct", "probability": 0.87255859375}, {"start": 875.12, "end": 875.56, "word": " or", "probability": 0.96142578125}, {"start": 875.56, "end": 876.08, "word": " false.", "probability": 0.88671875}, {"start": 876.98, "end": 877.22, "word": " Take", "probability": 0.82568359375}, {"start": 877.22, "end": 877.44, "word": " this", "probability": 0.94384765625}, {"start": 877.44, "end": 877.88, "word": " sentence.", "probability": 0.92919921875}, {"start": 878.62, "end": 879.04, "word": " Invoice", "probability": 0.8154296875}, {"start": 879.04, "end": 879.58, "word": " cost", "probability": 0.81640625}, {"start": 879.58, "end": 883.7, "word": " includes", "probability": 0.62109375}, {"start": 883.7, "end": 884.64, "word": " costs", "probability": 0.79296875}, {"start": 884.64, "end": 885.86, "word": " related", "probability": 0.95068359375}, {"start": 885.86, "end": 886.14, "word": " to", "probability": 0.97119140625}, {"start": 886.14, "end": 886.56, "word": " storage.", "probability": 0.87451171875}, {"start": 888.0, "end": 888.62, "word": " False.", "probability": 0.958984375}, {"start": 888.8, "end": 888.98, "word": " What", "probability": 0.806640625}, {"start": 888.98, "end": 889.1, "word": " is", "probability": 0.91015625}, {"start": 889.1, "end": 889.22, "word": " the", "probability": 0.9169921875}, {"start": 889.22, "end": 889.44, "word": " correct", "probability": 0.896484375}, {"start": 889.44, "end": 889.76, "word": " answer?", "probability": 0.95849609375}, {"start": 890.94, "end": 891.56, "word": " Excellent.", "probability": 0.62548828125}], "temperature": 1.0}, {"id": 33, "seek": 92263, "start": 895.67, "end": 922.63, "text": " Is there any question? Do you would like to comment about the things which we have just talked about? Go on. Okay, let's go on. Now, let's talk about another thing in today's class. And please be attentive there. Sad persons, they must know something very important.", "tokens": [1119, 456, 604, 1168, 30, 1144, 291, 576, 411, 281, 2871, 466, 264, 721, 597, 321, 362, 445, 2825, 466, 30, 1037, 322, 13, 1033, 11, 718, 311, 352, 322, 13, 823, 11, 718, 311, 751, 466, 1071, 551, 294, 965, 311, 1508, 13, 400, 1767, 312, 43661, 456, 13, 6299, 67, 14453, 11, 436, 1633, 458, 746, 588, 1021, 13], "avg_logprob": -0.2658770180517627, "compression_ratio": 1.4432432432432432, "no_speech_prob": 0.0, "words": [{"start": 895.67, "end": 895.93, "word": " Is", "probability": 0.60888671875}, {"start": 895.93, "end": 896.07, "word": " there", "probability": 0.9130859375}, {"start": 896.07, "end": 896.21, "word": " any", "probability": 0.89111328125}, {"start": 896.21, "end": 896.63, "word": " question?", "probability": 0.7001953125}, {"start": 897.37, "end": 897.55, "word": " Do", "probability": 0.71337890625}, {"start": 897.55, "end": 897.57, "word": " you", "probability": 0.96728515625}, {"start": 897.57, "end": 897.69, "word": " would", "probability": 0.271728515625}, {"start": 897.69, "end": 897.83, "word": " like", "probability": 0.9345703125}, {"start": 897.83, "end": 897.95, "word": " to", "probability": 0.962890625}, {"start": 897.95, "end": 898.21, "word": " comment", "probability": 0.94189453125}, {"start": 898.21, "end": 898.47, "word": " about", "probability": 0.8271484375}, {"start": 898.47, "end": 898.65, "word": " the", "probability": 0.75439453125}, {"start": 898.65, "end": 898.89, "word": " things", "probability": 0.8427734375}, {"start": 898.89, "end": 899.07, "word": " which", "probability": 0.66162109375}, {"start": 899.07, "end": 899.21, "word": " we", "probability": 0.943359375}, {"start": 899.21, "end": 899.39, "word": " have", "probability": 0.826171875}, {"start": 899.39, "end": 899.59, "word": " just", "probability": 0.84326171875}, {"start": 899.59, "end": 899.77, "word": " talked", "probability": 0.88037109375}, {"start": 899.77, "end": 900.13, "word": " about?", "probability": 0.900390625}, {"start": 900.73, "end": 900.91, "word": " Go", "probability": 0.73876953125}, {"start": 900.91, "end": 901.15, "word": " on.", "probability": 0.94873046875}, {"start": 901.93, "end": 902.29, "word": " Okay,", "probability": 0.49365234375}, {"start": 902.45, "end": 902.65, "word": " let's", "probability": 0.93017578125}, {"start": 902.65, "end": 902.81, "word": " go", "probability": 0.95556640625}, {"start": 902.81, "end": 902.99, "word": " on.", "probability": 0.943359375}, {"start": 904.91, "end": 905.43, "word": " Now,", "probability": 0.93017578125}, {"start": 905.51, "end": 905.75, "word": " let's", "probability": 0.970703125}, {"start": 905.75, "end": 906.01, "word": " talk", "probability": 0.89013671875}, {"start": 906.01, "end": 906.39, "word": " about", "probability": 0.89599609375}, {"start": 906.39, "end": 906.75, "word": " another", "probability": 0.90771484375}, {"start": 906.75, "end": 907.17, "word": " thing", "probability": 0.91650390625}, {"start": 907.17, "end": 907.35, "word": " in", "probability": 0.93017578125}, {"start": 907.35, "end": 907.63, "word": " today's", "probability": 0.915283203125}, {"start": 907.63, "end": 908.09, "word": " class.", "probability": 0.9658203125}, {"start": 909.51, "end": 909.57, "word": " And", "probability": 0.3173828125}, {"start": 909.57, "end": 910.01, "word": " please", "probability": 0.79248046875}, {"start": 910.01, "end": 910.23, "word": " be", "probability": 0.82861328125}, {"start": 910.23, "end": 910.69, "word": " attentive", "probability": 0.962890625}, {"start": 910.69, "end": 911.13, "word": " there.", "probability": 0.420166015625}, {"start": 916.47, "end": 916.99, "word": " Sad", "probability": 0.3843994140625}, {"start": 916.99, "end": 917.59, "word": " persons,", "probability": 0.84033203125}, {"start": 918.13, "end": 920.23, "word": " they", "probability": 0.8798828125}, {"start": 920.23, "end": 920.77, "word": " must", "probability": 0.8701171875}, {"start": 920.77, "end": 921.25, "word": " know", "probability": 0.900390625}, {"start": 921.25, "end": 921.83, "word": " something", "probability": 0.8759765625}, {"start": 921.83, "end": 922.13, "word": " very", "probability": 0.85888671875}, {"start": 922.13, "end": 922.63, "word": " important.", "probability": 0.88232421875}], "temperature": 1.0}, {"id": 34, "seek": 95268, "start": 924.24, "end": 952.68, "text": " about the customer. With this important thing we called it, look at this, the decision making of the customer. The decision making of the customer is a mystery. 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Somebody is going to wonder, why we are talking about the decision making of the customer to be a mystery? Simply because this customer by the end he or she is a human being. Or this is a human being. This being is a complex being. 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1.0}, {"id": 36, "seek": 100845, "start": 989.67, "end": 1008.45, "text": " Thoughts, Beliefs, Ideology, Reaction and so on. But why we are listing down all these things? To remind you we cannot frame work", "tokens": [23058, 82, 11, 6248, 2521, 82, 11, 13090, 1793, 11, 1300, 2894, 293, 370, 322, 13, 583, 983, 321, 366, 22161, 760, 439, 613, 721, 30, 1407, 4160, 291, 321, 2644, 3920, 589], "avg_logprob": -0.30744486345964317, "compression_ratio": 1.1607142857142858, "no_speech_prob": 0.0, "words": [{"start": 989.6699999999998, "end": 990.4899999999999, "word": " Thoughts,", "probability": 0.692138671875}, {"start": 990.4899999999999, "end": 991.31, "word": " Beliefs,", "probability": 0.779296875}, {"start": 991.51, "end": 992.19, "word": " Ideology,", "probability": 0.899658203125}, {"start": 995.55, "end": 996.69, "word": " Reaction", "probability": 0.77783203125}, {"start": 996.69, "end": 999.55, "word": " and", "probability": 0.50830078125}, {"start": 999.55, "end": 999.79, "word": " so", "probability": 0.88916015625}, {"start": 999.79, "end": 1000.07, "word": " on.", "probability": 0.94580078125}, {"start": 1002.33, "end": 1002.47, "word": " But", "probability": 0.61328125}, {"start": 1002.47, "end": 1002.67, "word": " why", "probability": 0.822265625}, {"start": 1002.67, "end": 1002.87, "word": " we", "probability": 0.54296875}, {"start": 1002.87, "end": 1003.03, "word": " are", "probability": 0.884765625}, {"start": 1003.03, "end": 1003.29, "word": " listing", "probability": 0.943359375}, {"start": 1003.29, "end": 1003.67, "word": " down", "probability": 0.7822265625}, {"start": 1003.67, "end": 1003.93, "word": " all", "probability": 0.8994140625}, {"start": 1003.93, "end": 1004.13, "word": " these", "probability": 0.81884765625}, {"start": 1004.13, "end": 1004.45, "word": " things?", "probability": 0.83984375}, {"start": 1005.03, "end": 1005.51, "word": " To", "probability": 0.8525390625}, {"start": 1005.51, "end": 1005.99, "word": " remind", "probability": 0.90185546875}, {"start": 1005.99, "end": 1006.25, "word": " you", "probability": 0.95703125}, {"start": 1006.25, "end": 1006.53, "word": " we", "probability": 0.42529296875}, {"start": 1006.53, "end": 1006.97, "word": " cannot", "probability": 0.8095703125}, {"start": 1006.97, "end": 1007.67, "word": " frame", "probability": 0.27880859375}, {"start": 1007.67, "end": 1008.45, "word": " work", "probability": 0.72998046875}], "temperature": 1.0}, {"id": 37, "seek": 102808, "start": 1009.36, "end": 1028.08, "text": " the decision-making of the customer according to a specific model. We cannot do that. But are we talking about indications through which we can predict how the decision-making of the customer is going to be? Yes, there are indications or indicators.", "tokens": [264, 3537, 12, 12402, 295, 264, 5474, 4650, 281, 257, 2685, 2316, 13, 492, 2644, 360, 300, 13, 583, 366, 321, 1417, 466, 44450, 807, 597, 321, 393, 6069, 577, 264, 3537, 12, 12402, 295, 264, 5474, 307, 516, 281, 312, 30, 1079, 11, 456, 366, 44450, 420, 22176, 13], "avg_logprob": -0.17892157330232508, "compression_ratio": 1.6666666666666667, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1009.36, "end": 1009.6, "word": " the", "probability": 0.491455078125}, {"start": 1009.6, "end": 1010.06, "word": " decision", "probability": 0.87939453125}, {"start": 1010.06, "end": 1010.34, "word": "-making", "probability": 0.6214599609375}, {"start": 1010.34, "end": 1010.54, "word": " of", "probability": 0.9619140625}, {"start": 1010.54, "end": 1010.66, "word": " the", "probability": 0.869140625}, {"start": 1010.66, "end": 1011.04, "word": " customer", "probability": 0.72998046875}, {"start": 1011.04, "end": 1012.22, "word": " according", "probability": 0.88525390625}, {"start": 1012.22, "end": 1012.42, "word": " to", "probability": 0.96826171875}, {"start": 1012.42, "end": 1012.54, "word": " a", "probability": 0.95556640625}, {"start": 1012.54, "end": 1012.86, "word": " specific", "probability": 0.88623046875}, {"start": 1012.86, "end": 1013.2, "word": " model.", "probability": 0.94775390625}, {"start": 1013.52, "end": 1013.6, "word": " We", "probability": 0.60400390625}, {"start": 1013.6, "end": 1013.88, "word": " cannot", "probability": 0.74560546875}, {"start": 1013.88, "end": 1014.14, "word": " do", "probability": 0.9501953125}, {"start": 1014.14, "end": 1014.38, "word": " that.", "probability": 0.9345703125}, {"start": 1017.84, "end": 1018.04, "word": " But", "probability": 0.548828125}, {"start": 1018.04, "end": 1018.22, "word": " are", "probability": 0.84033203125}, {"start": 1018.22, "end": 1018.34, "word": " we", "probability": 0.95703125}, {"start": 1018.34, "end": 1018.62, "word": " talking", "probability": 0.833984375}, {"start": 1018.62, "end": 1018.98, "word": " about", "probability": 0.90478515625}, {"start": 1018.98, "end": 1019.64, "word": " indications", "probability": 0.6962890625}, {"start": 1019.64, "end": 1020.54, "word": " through", "probability": 0.8935546875}, {"start": 1020.54, "end": 1020.8, "word": " which", "probability": 0.94873046875}, {"start": 1020.8, "end": 1020.98, "word": " we", "probability": 0.955078125}, {"start": 1020.98, "end": 1021.2, "word": " can", "probability": 0.93408203125}, {"start": 1021.2, "end": 1021.72, "word": " predict", "probability": 0.86865234375}, {"start": 1021.72, "end": 1022.4, "word": " how", "probability": 0.91650390625}, {"start": 1022.4, "end": 1022.58, "word": " the", "probability": 0.91552734375}, {"start": 1022.58, "end": 1022.92, "word": " decision", "probability": 0.92724609375}, {"start": 1022.92, "end": 1023.16, "word": "-making", "probability": 0.86572265625}, {"start": 1023.16, "end": 1023.32, "word": " of", "probability": 0.95068359375}, {"start": 1023.32, "end": 1023.42, "word": " the", "probability": 0.87646484375}, {"start": 1023.42, "end": 1023.7, "word": " customer", "probability": 0.75146484375}, {"start": 1023.7, "end": 1023.86, "word": " is", "probability": 0.91845703125}, {"start": 1023.86, "end": 1024.0, "word": " going", "probability": 0.9423828125}, {"start": 1024.0, "end": 1024.14, "word": " to", "probability": 0.97021484375}, {"start": 1024.14, "end": 1024.32, "word": " be?", "probability": 0.9501953125}, {"start": 1024.62, "end": 1024.98, "word": " Yes,", "probability": 0.94384765625}, {"start": 1025.94, "end": 1026.14, "word": " there", "probability": 0.8916015625}, {"start": 1026.14, "end": 1026.34, "word": " are", "probability": 0.93798828125}, {"start": 1026.34, "end": 1026.82, "word": " indications", "probability": 0.75048828125}, {"start": 1026.82, "end": 1027.64, "word": " or", "probability": 0.689453125}, {"start": 1027.64, "end": 1028.08, "word": " indicators.", "probability": 0.9716796875}], "temperature": 1.0}, {"id": 38, "seek": 104563, "start": 1029.51, "end": 1045.63, "text": " But the process itself, the process of how the customer is taking a decision of buying or not buying, we cannot resolve it precisely and definitely. Why? Once again, we are talking about complex human beings.", "tokens": [583, 264, 1399, 2564, 11, 264, 1399, 295, 577, 264, 5474, 307, 1940, 257, 3537, 295, 6382, 420, 406, 6382, 11, 321, 2644, 14151, 309, 13402, 293, 2138, 13, 1545, 30, 3443, 797, 11, 321, 366, 1417, 466, 3997, 1952, 8958, 13], "avg_logprob": -0.1401707814183346, "compression_ratio": 1.4315068493150684, "no_speech_prob": 0.0, "words": [{"start": 1029.51, "end": 1029.77, "word": " But", "probability": 0.775390625}, {"start": 1029.77, "end": 1029.97, "word": " the", "probability": 0.8583984375}, {"start": 1029.97, "end": 1030.35, "word": " process", "probability": 0.95458984375}, {"start": 1030.35, "end": 1030.79, "word": " itself,", "probability": 0.79833984375}, {"start": 1030.91, "end": 1031.07, "word": " the", "probability": 0.876953125}, {"start": 1031.07, "end": 1031.47, "word": " process", "probability": 0.9521484375}, {"start": 1031.47, "end": 1031.71, "word": " of", "probability": 0.9375}, {"start": 1031.71, "end": 1032.13, "word": " how", "probability": 0.9306640625}, {"start": 1032.13, "end": 1032.39, "word": " the", "probability": 0.84912109375}, {"start": 1032.39, "end": 1032.81, "word": " customer", "probability": 0.75830078125}, {"start": 1032.81, "end": 1033.07, "word": " is", "probability": 0.9287109375}, {"start": 1033.07, "end": 1033.51, "word": " taking", "probability": 0.7119140625}, {"start": 1033.51, "end": 1034.11, "word": " a", "probability": 0.9580078125}, {"start": 1034.11, "end": 1034.57, "word": " decision", "probability": 0.92822265625}, {"start": 1034.57, "end": 1034.85, "word": " of", "probability": 0.9404296875}, {"start": 1034.85, "end": 1035.29, "word": " buying", "probability": 0.896484375}, {"start": 1035.29, "end": 1035.51, "word": " or", "probability": 0.95361328125}, {"start": 1035.51, "end": 1035.73, "word": " not", "probability": 0.93212890625}, {"start": 1035.73, "end": 1036.15, "word": " buying,", "probability": 0.91357421875}, {"start": 1036.73, "end": 1037.01, "word": " we", "probability": 0.93505859375}, {"start": 1037.01, "end": 1037.55, "word": " cannot", "probability": 0.8310546875}, {"start": 1037.55, "end": 1038.23, "word": " resolve", "probability": 0.865234375}, {"start": 1038.23, "end": 1038.51, "word": " it", "probability": 0.92626953125}, {"start": 1038.51, "end": 1039.23, "word": " precisely", "probability": 0.83154296875}, {"start": 1039.23, "end": 1039.75, "word": " and", "probability": 0.919921875}, {"start": 1039.75, "end": 1040.15, "word": " definitely.", "probability": 0.78369140625}, {"start": 1041.17, "end": 1041.55, "word": " Why?", "probability": 0.888671875}, {"start": 1041.63, "end": 1041.83, "word": " Once", "probability": 0.83154296875}, {"start": 1041.83, "end": 1042.21, "word": " again,", "probability": 0.9580078125}, {"start": 1042.63, "end": 1042.81, "word": " we", "probability": 0.95166015625}, {"start": 1042.81, "end": 1042.93, "word": " are", "probability": 0.91064453125}, {"start": 1042.93, "end": 1043.19, "word": " talking", "probability": 0.85107421875}, {"start": 1043.19, "end": 1043.77, "word": " about", "probability": 0.91357421875}, {"start": 1043.77, "end": 1044.95, "word": " complex", "probability": 0.892578125}, {"start": 1044.95, "end": 1045.25, "word": " human", "probability": 0.9072265625}, {"start": 1045.25, "end": 1045.63, "word": " beings.", "probability": 0.9287109375}], "temperature": 1.0}, {"id": 39, "seek": 107144, "start": 1046.92, "end": 1071.44, "text": " how his response or her response is going to be, God knows we do not have exact prediction about how persons can react or take a decision if they would like to buy something. Therefore, if you are going to look at her, nothing is more important to driving an accurate selling strategy than understanding your client's decision making process.", "tokens": [577, 702, 4134, 420, 720, 4134, 307, 516, 281, 312, 11, 1265, 3255, 321, 360, 406, 362, 1900, 17630, 466, 577, 14453, 393, 4515, 420, 747, 257, 3537, 498, 436, 576, 411, 281, 2256, 746, 13, 7504, 11, 498, 291, 366, 516, 281, 574, 412, 720, 11, 1825, 307, 544, 1021, 281, 4840, 364, 8559, 6511, 5206, 813, 3701, 428, 6423, 311, 3537, 1455, 1399, 13], "avg_logprob": -0.149486937184832, "compression_ratio": 1.6255924170616114, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1046.92, "end": 1047.2, "word": " how", "probability": 0.63525390625}, {"start": 1047.2, "end": 1047.42, "word": " his", "probability": 0.92236328125}, {"start": 1047.42, "end": 1047.92, "word": " response", "probability": 0.91650390625}, {"start": 1047.92, "end": 1048.04, "word": " or", "probability": 0.85595703125}, {"start": 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Yes. Project teams typically have well-defined evaluation process, but not a well-defined decision-making process. 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Know who gets a stop vote and who gets a real one. 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So, a salesperson has a duty to do. What is this duty? 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In addition, you have to analyze each stakeholder, who the customer is as a stakeholder, based on ban, preferences, power, and the part he or she plays in the decision-making process. Let's stop and circle this word, this word, and this one. Let's talk about them.", "tokens": [2743, 11, 291, 1633, 611, 1223, 264, 13317, 1399, 1564, 291, 362, 668, 8614, 13, 682, 4500, 11, 291, 362, 281, 12477, 1184, 43406, 11, 567, 264, 5474, 307, 382, 257, 43406, 11, 2361, 322, 5643, 11, 21910, 11, 1347, 11, 293, 264, 644, 415, 420, 750, 5749, 294, 264, 3537, 12, 12402, 1399, 13, 961, 311, 1590, 293, 6329, 341, 1349, 11, 341, 1349, 11, 293, 341, 472, 13, 961, 311, 751, 466, 552, 13], "avg_logprob": -0.1846590924572635, "compression_ratio": 1.638095238095238, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1150.92, "end": 1151.52, "word": " Also,", "probability": 0.75537109375}, {"start": 1151.74, "end": 1152.06, "word": " you", "probability": 0.9423828125}, {"start": 1152.06, "end": 1152.32, "word": " must", "probability": 0.86767578125}, {"start": 1152.32, "end": 1152.62, "word": " also", "probability": 0.76220703125}, {"start": 1152.62, "end": 1153.16, "word": " understand", "probability": 0.8056640625}, {"start": 1153.16, 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And what is the meaning of pain of customer? The need. So if the need isn't satisfied, this means a pain will be left in the soul and the spirit and the psychology of the customer. Can you give me an example? Let's take an example. 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Is this a ban? It's a ban. Your child or brother might fall down the stairs because of the electricity. Is this a ban? It's a ban and so on. So the ban sometimes it is going to be the base upon which the decision of purchasing is going to be taken. 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Finally, in negotiation, power lies in alternatives rather than in the deadlines. Weaknesses lies in the deadlines. What is the meaning of this? Can you think of it and can you provide us with examples? 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Alternatives for one product, which is cell phone. 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It is more than 60%. Somebody is going to wonder why? Remember, your sales offering hair is going to be more convenient than the other competitors. Why? 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Why we should take a transportation? Why we should drive to another store? Why we should bother ourselves? So they are going to look at you as the most convenient seller. Why? I have all the alternatives which you as a customer might think of. 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Don't ever lie in sales science or in sales activities. Don't ever lie. Don't ever lie. Be frank and thoughtful. Look at here. 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If you are facing difficulties in meeting these deadlines, then don't promise, postpone it, or be frank, or say the truth. Okay? 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Okay, let's talk about the buying center now. The buying center, it is considered to be what? Read. The second concept. The second concept of what? 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Who are they? Who are they? The answer is here. Let's begin talking about them in a very detailed way. In a very detailed way. Let's begin with the first group of the people who are involved in the buying center. 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And number three, close relationship with suppliers. And we are naming or labeling them purchasers. So purchasers, they are persons or staff members who have a good experience in negotiation, a good experience in knowledge of buying products, who have a good relationship with the suppliers, who are customers.", "tokens": [5118, 732, 11, 3601, 295, 6382, 3383, 13, 400, 1230, 1045, 11, 1998, 2480, 365, 29467, 13, 400, 321, 366, 25290, 420, 40244, 552, 5270, 296, 433, 13, 407, 5270, 296, 433, 11, 436, 366, 14453, 420, 3525, 2679, 567, 362, 257, 665, 1752, 294, 27573, 11, 257, 665, 1752, 294, 3601, 295, 6382, 3383, 11, 567, 362, 257, 665, 2480, 365, 264, 29467, 11, 567, 366, 4581, 13], "avg_logprob": -0.16261160692998342, "compression_ratio": 1.9184782608695652, "no_speech_prob": 0.0, "words": [{"start": 1939.83, "end": 1940.25, "word": " Number", "probability": 0.435546875}, {"start": 1940.25, "end": 1940.55, "word": " two,", "probability": 0.65380859375}, {"start": 1941.21, "end": 1941.49, "word": " knowledge", "probability": 0.8759765625}, {"start": 1941.49, "end": 1941.75, "word": " 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These persons or staff members they are going to have a good looking, they are going to have a fluency in language, and they are going to have a strange ability of convincing others. Therefore, they have a strong potential to convince the supplier or the customer to approve the sales transaction.", "tokens": [567, 366, 264, 4581, 13, 1981, 14453, 420, 3525, 2679, 436, 366, 516, 281, 362, 257, 665, 1237, 11, 436, 366, 516, 281, 362, 257, 5029, 3020, 294, 2856, 11, 293, 436, 366, 516, 281, 362, 257, 5861, 3485, 295, 24823, 2357, 13, 7504, 11, 436, 362, 257, 2068, 3995, 281, 13447, 264, 31909, 420, 264, 5474, 281, 18827, 264, 5763, 14425, 13], "avg_logprob": -0.18530273158103228, "compression_ratio": 1.8448275862068966, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1968.6, "end": 1968.84, "word": " who", "probability": 0.336181640625}, {"start": 1968.84, "end": 1969.08, "word": " are", "probability": 0.92333984375}, {"start": 1969.08, "end": 1969.24, "word": " the", "probability": 0.841796875}, {"start": 1969.24, "end": 1969.66, "word": " customers.", "probability": 0.73095703125}, {"start": 1971.58, "end": 1972.1, "word": " These", "probability": 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Because of their potentials and skills and experiences which they are having. So the purchasers they are the fifth and the final members who are involved in the buying center. Any questions? Any comments? Any question? Okay now we are going to stop here and next time we will go on. Next time we are going to talk about economic buying influence. 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Today we are going to begin + +2 +00:00:24,680 --> 00:00:30,640 +with two important subjects. Those two subjects, + +3 +00:00:30,960 --> 00:00:34,400 +they are classified as bases in the science of + +4 +00:00:34,400 --> 00:00:37,200 +sales management. The first subject we are going + +5 +00:00:37,200 --> 00:00:40,540 +to talk about is the major factors or variables which + +6 +00:00:40,540 --> 00:00:42,240 +are influencing something called strategic + +7 +00:00:42,240 --> 00:00:45,980 +management planning. The second subject is going + +8 +00:00:45,980 --> 00:00:50,690 +to be the three major strategies of sales. The + +9 +00:00:50,690 --> 00:00:53,930 +three major strategies of sales. We are going to + +10 +00:00:53,930 --> 00:00:56,530 +talk about each one in a very detailed way in + +11 +00:00:56,530 --> 00:00:59,470 +today's class. Therefore, let's begin with our + +12 +00:00:59,470 --> 00:01:02,630 +first subject. Our first subject, as you can see, + +13 +00:01:02,730 --> 00:01:04,610 +is strategic management planning. + +14 +00:01:06,270 --> 00:01:09,470 +If you were to say, can nowadays businesses, or + +15 +00:01:09,630 --> 00:01:12,190 +current businesses, can they survive or work or + +16 +00:01:12,190 --> 00:01:15,570 +function without strategic planning? The answer + +17 +00:01:15,570 --> 00:01:19,170 +is no. Therefore, all businesses and all civil + +18 +00:01:19,170 --> 00:01:21,750 +agencies require or need something + +19 +00:01:21,750 --> 00:01:25,450 +called strategy. This strategy is going to look + +20 +00:01:25,450 --> 00:01:28,750 +like, or it looks like, the glasses through which we + +21 +00:01:28,750 --> 00:01:34,040 +are looking and watching the world. Therefore, we + +22 +00:01:34,040 --> 00:01:36,200 +are going to discuss in a very detailed way the + +23 +00:01:36,200 --> 00:01:38,240 +major variables or factors which are + +24 +00:01:38,240 --> 00:01:41,980 +influencing this strategic planning. Let's begin + +25 +00:01:41,980 --> 00:01:45,520 +with the first component of the variables. The first + +26 +00:01:45,520 --> 00:01:47,400 +component, as you can see, is + +27 +00:01:47,400 --> 00:01:51,000 +environmental constraints. These environmental + +28 +00:01:51,000 --> 00:01:54,680 +constraints include various variables + +29 +00:01:54,680 --> 00:01:58,650 +or factors. The first one is legal and regulatory. + +30 +00:01:59,410 --> 00:02:02,410 +The second is demographics. The third is economic + +31 +00:02:02,410 --> 00:02:06,130 +conditions. Fourth is technology. Fifth is competitive + +32 +00:02:06,130 --> 00:02:10,610 +conditions. And finally, socio-cultural factors. + +33 +00:02:10,890 --> 00:02:13,770 +Let's begin with the first one. Somebody might + +34 +00:02:13,770 --> 00:02:17,130 +wonder how the legal or regulatory item or + +35 +00:02:17,130 --> 00:02:21,970 +factor influences strategic management + +36 +00:02:21,970 --> 00:02:25,130 +planning. How? Can you give me an example from our + +37 +00:02:25,130 --> 00:02:31,060 +realistic life? For example, the strikes on the West Bank + +38 +00:02:31,060 --> 00:02:34,520 +and the taxes, and how the president is + +39 +00:02:34,520 --> 00:02:40,640 +implementing new rules and regulations, and + +40 +00:02:40,640 --> 00:02:42,980 +how that affects the people, and how they respond to + +41 +00:02:42,980 --> 00:02:43,340 +these + +42 +00:02:59,440 --> 00:03:04,470 +Okay, good example. Let's give a more vivid or clear + +43 +00:03:04,470 --> 00:03:08,030 +example. Now look here, if I'm going to ask you a + +44 +00:03:08,030 --> 00:03:11,190 +very simple question: how many sales agencies are + +45 +00:03:11,190 --> 00:03:15,230 +working in the used car market in Gaza? + +46 +00:03:15,230 --> 00:03:20,450 +Give me an average number. In other words, we + +47 +00:03:20,450 --> 00:03:23,870 +might talk about more than 50 or 60 sales agencies + +48 +00:03:23,870 --> 00:03:29,380 +in the field of cars, especially used cars. Now, do + +49 +00:03:29,380 --> 00:03:31,700 +you know what is going on with those traders or + +50 +00:03:31,700 --> 00:03:37,080 +businessmen who are working in used cars? They are + +51 +00:03:37,080 --> 00:03:39,280 +complaining. Why are they complaining against the + +52 +00:03:39,280 --> 00:03:45,080 +government of Gaza? Taxes. Do you know exactly why + +53 +00:03:45,080 --> 00:03:48,180 +they are complaining? They are saying they are + +54 +00:03:48,180 --> 00:03:52,160 +paying taxes twice. One tax to the government + +55 +00:03:52,160 --> 00:03:54,640 +of the West Bank and another tax to the + +56 +00:03:54,640 --> 00:03:59,530 +government of Gaza. Therefore, the prices of + +57 +00:03:59,530 --> 00:04:02,170 +their cars are going to be very + +58 +00:04:02,170 --> 00:04:05,850 +high. If you are going to compare this situation + +59 +00:04:05,850 --> 00:04:08,510 +with other businessmen who are importing their + +60 +00:04:08,510 --> 00:04:15,410 +cars from Rafah, this group of sellers are + +61 +00:04:15,410 --> 00:04:18,930 +paying tax only once to the government of Gaza, + +62 +00:04:19,450 --> 00:04:22,110 +and they are paying zero to the government of the + +63 +00:04:22,110 --> 00:04:26,880 +West Bank. Therefore, the first group of these + +64 +00:04:26,880 --> 00:04:29,140 +sellers are complaining because they are + +65 +00:04:29,140 --> 00:04:31,460 +saying the prices of their cars are going to be very + +66 +00:04:31,460 --> 00:04:34,920 +high. In other words, they cannot compete with + +67 +00:04:34,920 --> 00:04:38,060 +their competitors. When we say competitors, + +68 +00:04:38,140 --> 00:04:40,480 +we are referring to the second group, which is + +69 +00:04:40,480 --> 00:04:45,620 +importing cars from Rafah. So, under this + +70 +00:04:45,620 --> 00:04:48,240 +scenario, they are saying they have only two options + +71 +00:04:48,240 --> 00:04:51,420 +or two solutions. The first is either to close their + +72 +00:04:51,420 --> 00:04:57,560 +businesses, or to stop importing cars from the + +73 +00:04:57,560 --> 00:05:02,440 +Israeli market and shift to Rafah. This is + +74 +00:05:02,440 --> 00:05:07,000 +the only two solutions for them. Now, somebody might + +75 +00:05:07,000 --> 00:05:10,320 +say, why are those sellers who are importing + +76 +00:05:10,320 --> 00:05:15,720 +cars from the Israeli market suffering? They are suffering because of the legal + +77 +00:05:15,720 --> 00:05:17,820 +and regulatory factor. Whether you like the government + +78 +00:05:17,820 --> 00:05:21,830 +or not, it is a government. Is it imposing a + +79 +00:05:21,830 --> 00:05:24,750 +law? Yes, it is imposing a law. Is it imposing a + +80 +00:05:24,750 --> 00:05:26,870 +regulation? Yes, it is imposing a regulatory + +81 +00:05:26,870 --> 00:05:28,570 +item. Can we avoid respecting this? No, we cannot. + +82 +00:05:33,490 --> 00:05:36,470 +Therefore, this is a vivid example of how + +83 +00:05:36,470 --> 00:05:39,990 +the legal and regulatory item or factor influences + +84 +00:05:39,990 --> 00:05:42,750 +the strategic management planning of any + +85 +00:05:42,750 --> 00:05:44,070 +business or company. + +86 +00:05:46,810 --> 00:05:51,130 +Let's go to the second one, demographics. Can + +87 +00:05:51,130 --> 00:05:52,970 +someone define what demography means? + +88 +00:05:58,130 --> 00:05:58,610 +Okay, + +89 +00:06:05,170 --> 00:06:07,390 +A better definition. What do you mean by demography? + +90 +00:06:09,190 --> 00:06:12,930 +The distribution of population across land. The + +91 +00:06:12,930 --> 00:06:16,010 +distribution of population on land. Now, if you + +92 +00:06:16,010 --> 00:06:18,010 +are going to look at the demographic factors around + +93 +00:06:18,010 --> 00:06:22,380 +us or in the Middle East, let's talk about Egypt. + +94 +00:06:23,660 --> 00:06:26,960 +You will find that Egypt is a nation whose + +95 +00:06:26,960 --> 00:06:31,960 +population is more than 90 million citizens. So + +96 +00:06:31,960 --> 00:06:35,200 +what does this mean? It means Egypt is + +97 +00:06:35,200 --> 00:06:37,080 +considered the biggest market in the Middle + +98 +00:06:37,080 --> 00:06:40,870 +East. So, if Egypt is the biggest market because it + +99 +00:06:40,870 --> 00:06:42,610 +has the biggest number of customers, + +100 +00:06:43,350 --> 00:06:45,770 +then this should be taken into consideration, and we + +101 +00:06:45,770 --> 00:06:49,750 +should include it in our strategic + +102 +00:06:49,750 --> 00:06:53,730 +management plan. And this is how businesses + +103 +00:06:53,730 --> 00:06:57,090 +plan and think. Each company, each + +104 +00:06:57,090 --> 00:07:00,550 +sales organization will skim and scan and + +105 +00:07:00,550 --> 00:07:05,390 +figure out which market is the biggest. After this + +106 +00:07:05,390 --> 00:07:07,970 +market is identified, all businesses will + +107 +00:07:07,970 --> 00:07:11,470 +target it in their strategies. Therefore, + +108 +00:07:11,890 --> 00:07:14,970 +from this example, demographics can be seen clearly + +109 +00:07:14,970 --> 00:07:17,290 +as one of the strongest factors influencing + +110 +00:07:17,290 --> 00:07:19,470 +strategic management planning. + +111 +00:07:20,930 --> 00:07:24,910 +Let's talk about economic conditions. If you are + +112 +00:07:24,910 --> 00:07:26,470 +going to talk about the relationship between + +113 +00:07:26,470 --> 00:07:28,030 +economic conditions and strategic management + +114 +00:07:28,030 --> 00:07:30,230 +planning, let's talk about another country called + +115 +00:07:30,230 --> 00:07:33,690 +Greece. As you know, Greece is one of + +116 +00:07:33,690 --> 00:07:36,410 +the Southern European countries, and today it is + +117 +00:07:36,410 --> 00:07:39,950 +bankrupt. The whole country is bankrupt. + +118 +00:07:41,190 --> 00:07:43,250 +Therefore, if we are developing this strategy + +119 +00:07:43,250 --> 00:07:45,690 +and are going to meet with other staff + +120 +00:07:45,690 --> 00:07:47,710 +members or senior management of our sales + +121 +00:07:47,710 --> 00:07:50,790 +agency, can we propose, on the meeting's agenda, + +122 +00:07:50,790 --> 00:07:54,630 +a proposal saying why we shouldn't open a + +123 +00:07:54,630 --> 00:07:58,270 +branch or a sales agency in Greece? Is that + +124 +00:07:58,270 --> 00:08:00,670 +acceptable for the agenda? Why? + +125 +00:08:04,760 --> 00:08:08,200 +Because the economy there is collapsing. Therefore, we + +126 +00:08:08,200 --> 00:08:10,600 +cannot open a branch, simply for two major reasons. + +127 +00:08:11,300 --> 00:08:13,340 +If you are going to go to a bankrupt country like + +128 +00:08:13,340 --> 00:08:16,260 +Greece, it means its citizens and customers + +129 +00:08:16,260 --> 00:08:19,180 +are bankrupt as well. Therefore, do you think they + +130 +00:08:19,180 --> 00:08:20,800 +will have a stronger capacity for + +131 +00:08:20,800 --> 00:08:23,600 +purchasing? Will this influence our + +132 +00:08:23,600 --> 00:08:26,830 +project? Of course. That's one thing. Another + +133 +00:08:26,830 --> 00:08:29,450 +thing, if the government is bankrupt, then the + +134 +00:08:29,450 --> 00:08:32,270 +government will look for other alternatives + +135 +00:08:32,270 --> 00:08:35,810 +for generating funds. These funds + +136 +00:08:35,810 --> 00:08:38,470 +will be raised through higher taxes on + +137 +00:08:38,470 --> 00:08:41,090 +companies. Therefore, if you are going to + +138 +00:08:41,090 --> 00:08:43,790 +go there and invest, it means we will be + +139 +00:08:43,790 --> 00:08:47,570 +among the higher taxpayers. + +140 +00:08:49,630 --> 00:08:52,690 +Therefore, does this influence strategic + +141 +00:08:52,690 --> 00:08:56,000 +management planning? Yes, of course. And here, for + +142 +00:08:56,000 --> 00:08:58,400 +example, we talked about a pessimistic, negative + +143 +00:08:58,400 --> 00:09:01,500 +scenario. Sometimes we can talk about a positive + +144 +00:09:01,500 --> 00:09:04,640 +optimistic scenario. And if we talk + +145 +00:09:04,640 --> 00:09:09,260 +about a positive, optimistic scenario, it means we + +146 +00:09:09,260 --> 00:09:13,280 +would go and invest there, but in the negative, we + +147 +00:09:13,280 --> 00:09:18,440 +cannot. Okay, now let's talk about the third one, + +148 +00:09:18,440 --> 00:09:24,470 +competitive conditions. Always remember, okay? + +149 +00:09:24,730 --> 00:09:27,230 +We're going to return to that. Competitive + +150 +00:09:27,230 --> 00:09:29,770 +conditions, do they influence our strategic + +151 +00:09:29,770 --> 00:09:32,950 +management planning? Of course. If you are going + +152 +00:09:32,950 --> 00:09:36,010 +to say how, by the way, competitive conditions + +153 +00:09:36,010 --> 00:09:38,970 +are interrelated with technology. Because + +154 +00:09:38,970 --> 00:09:40,810 +technology, as we studied before in business + +155 +00:09:40,810 --> 00:09:44,010 +essentials, number one, has invaluable benefits + +156 +00:09:44,010 --> 00:09:47,490 +for any business, simply because it saves + +157 +00:09:47,490 --> 00:09:50,850 +time, it saves effort, and it saves cost. + +158 +00:09:51,600 --> 00:09:55,140 +These three things represent efficiency, + +159 +00:09:55,820 --> 00:09:58,920 +if you remember from last class. In other words, + +160 +00:09:58,980 --> 00:10:02,860 +technology achieves efficiency. This + +161 +00:10:02,860 --> 00:10:05,440 +efficiency is interrelated with effectiveness. + +162 +00:10:05,620 --> 00:10:07,900 +Both are considered the basis for + +163 +00:10:07,900 --> 00:10:10,860 +achieving the ultimate goal of business, which is + +164 +00:10:10,860 --> 00:10:15,580 +profit. Which is profit. Therefore, technology is + +165 +00:10:15,580 --> 00:10:17,760 +very important. If you have + +166 +00:10:17,760 --> 00:10:19,920 +technology, it means you have one of the + +167 +00:10:19,920 --> 00:10:22,840 +tools or weapons to compete with + +168 +00:10:22,840 --> 00:10:25,840 +your competitors or to defeat your + +169 +00:10:25,840 --> 00:10:29,180 +competitors. Therefore, do these two things + +170 +00:10:29,180 --> 00:10:33,680 +influence strategic management? Yes. Finally, we + +171 +00:10:33,680 --> 00:10:36,770 +will talk about the socio-cultural factor. Also, the + +172 +00:10:36,770 --> 00:10:40,790 +socio-cultural factor, does it influence + +173 +00:10:40,790 --> 00:10:42,910 +strategic management planning? Yes. Can you + +174 +00:10:42,910 --> 00:10:47,030 +give me an example? Can you give me an example? + +175 +00:10:48,750 --> 00:10:54,510 +For example, our firm's products. If our + +176 +00:10:54,510 --> 00:11:00,030 +company's products? Yes. We cannot market our + +177 +00:11:00,030 --> 00:11:03,550 +products in America because the culture there is + +178 +00:11:03,550 --> 00:11:06,450 +not suitable. Excellent. Therefore, we are going + +179 +00:11:06,450 --> 00:11:09,910 +to target other markets, including Arab countries' + +180 +00:11:09,910 --> 00:11:13,030 +markets. Saudi Arabia is one of the Arab + +181 +00:11:13,030 --> 00:11:16,510 +countries, and also Indonesia, Malaysia and other + +182 +00:11:16,510 --> 00:11:18,910 +Islamic countries. Exactly. Excellent example. + +183 +00:11:19,670 --> 00:11:21,310 +Therefore, does this factor influence our strategic + +184 +00:11:21,310 --> 00:11:27,250 +management planning? Of course. Very good. This is + +185 +00:11:27,250 --> 00:11:28,770 +the first group, which is called environmental + +186 +00:11:28,770 --> 00:11:31,470 +constraints. Can we talk about another group? Of + +187 +00:11:31,470 --> 00:11:33,990 +course, we can talk about another group. The + +188 +00:11:33,990 --> 00:11:36,490 +second group of factors influencing + +189 +00:11:36,490 --> 00:11:38,590 +strategic management planning includes + +190 +00:11:38,590 --> 00:11:41,650 +distinct competencies. We said competencies + +191 +00:11:41,650 --> 00:11:44,830 +mean capacities or capabilities. This is + +192 +00:11:44,830 --> 00:11:48,070 +including marketing, financial, technological, and + +193 +00:11:48,070 --> 00:11:51,210 +information resources. Marketing here is something very + +194 +00:11:51,210 --> 00:11:54,400 +important. Marketing, as we said, is like + +195 +00:11:54,400 --> 00:11:56,180 +the window through which we deliver + +196 +00:11:56,180 --> 00:11:59,860 +our products to our customers. Therefore, if + +197 +00:11:59,860 --> 00:12:02,400 +you are able to open the window, this means your + +198 +00:12:02,400 --> 00:12:06,020 +work is in good shape. But if you are not + +199 +00:12:06,020 --> 00:12:09,610 +able to open the window, this will + +200 +00:12:09,610 --> 00:12:12,330 +negatively affect our sales capacity. + +201 +00:12:13,030 --> 00:12:15,330 +Therefore, marketing knowledge, marketing + +202 +00:12:15,330 --> 00:12:18,390 +information, and acquiring marketing skills + +203 +00:12:18,390 --> 00:12:2 + +223 +00:13:22,400 --> 00:13:24,660 +management planning, do you think we are able to + +224 +00:13:24,660 --> 00:13:27,120 +do it or to implement it later on? We cannot. + +225 +00:13:28,440 --> 00:13:33,140 +Therefore, information is important. Let's talk + +226 +00:13:33,140 --> 00:13:35,400 +about the third group of the factors or the third + +227 +00:13:35,400 --> 00:13:38,320 +group; it refers to the resources, either the + +228 +00:13:38,320 --> 00:13:42,860 +capital or R&D. Research and development, + +229 +00:13:43,080 --> 00:13:46,560 +personnel, brand equity, production. Also, all + +230 +00:13:46,560 --> 00:13:49,240 +these things are important. Let's begin with the + +231 +00:13:49,240 --> 00:13:51,660 +capital. If we do not have enough financial + +232 +00:13:51,660 --> 00:13:56,660 +resources, is our agency able to recruit the most + +233 +00:13:56,660 --> 00:14:00,420 +skillful personnel or staff members? We cannot do + +234 +00:14:00,420 --> 00:14:03,460 +that. So we need enough financial resources so + +235 +00:14:03,460 --> 00:14:07,920 +that we can recruit the best team. Remember, the + +236 +00:14:07,920 --> 00:14:10,020 +best team is the team which is going to execute + +237 +00:14:10,020 --> 00:14:13,240 +and implement the strategic management planning on + +238 +00:14:13,240 --> 00:14:17,700 +the ground. The same thing with the R&D. Each + +239 +00:14:17,700 --> 00:14:21,700 +company has its own department of research and + +240 +00:14:21,700 --> 00:14:26,060 +development. This department is considered to be + +241 +00:14:26,060 --> 00:14:30,220 +the continuous brain of each company. In other + +242 +00:14:30,220 --> 00:14:32,660 +words, this department is responsible for + +243 +00:14:32,660 --> 00:14:37,500 +upgrading and developing its own products. As we + +244 +00:14:37,500 --> 00:14:41,340 +said, a product; it has a life cycle where it + +245 +00:14:41,340 --> 00:14:44,420 +looks like the life of human beings. If this + +246 +00:14:44,420 --> 00:14:47,900 +life isn't renewed, this means that the product + +247 +00:14:47,900 --> 00:14:52,920 +will be aged. If it is aged, it will be no longer + +248 +00:14:52,920 --> 00:14:56,840 +sold or required or demanded by customers or + +249 +00:14:56,840 --> 00:15:00,210 +market. Therefore, we have to renew our products. + +250 +00:15:00,350 --> 00:15:02,390 +Through what? Through research and + +251 +00:15:02,390 --> 00:15:05,490 +development. This is, of course, influencing the + +252 +00:15:05,490 --> 00:15:08,150 +strategic management planning. For example, + +253 +00:15:08,550 --> 00:15:10,410 +nowadays we are talking about something called + +254 +00:15:10,410 --> 00:15:14,870 +cell or smart cell phones. Smart cell phones like + +255 +00:15:14,870 --> 00:15:18,450 +Samsung Galaxy, Apple iPhone, and so on. If you are + +256 +00:15:18,450 --> 00:15:20,090 +going to look at this cell phone, the cell phone + +257 +00:15:20,090 --> 00:15:25,260 +itself is a world. Why is it a world? It has too + +258 +00:15:25,260 --> 00:15:28,720 +many options, including internet access, email + +259 +00:15:28,720 --> 00:15:34,160 +access, video, photocopying, communicating, + +260 +00:15:34,960 --> 00:15:37,440 +socializing with others through it. So this small + +261 +00:15:37,440 --> 00:15:42,300 +device has many, many options. Therefore, the + +262 +00:15:42,300 --> 00:15:44,180 +research and development is considered to be the + +263 +00:15:44,180 --> 00:15:46,360 +brain behind developing these smart cell phones. + +264 +00:15:48,100 --> 00:15:51,020 +Is it required or demanded by the market now, the + +265 +00:15:51,020 --> 00:15:54,660 +smart cell phones? It is very demanded and + +266 +00:15:54,660 --> 00:15:57,920 +required. Let's talk now about personnel. + +267 +00:15:58,080 --> 00:16:01,740 +Personnel; it refers to the staff members who are + +268 +00:16:01,740 --> 00:16:04,220 +going to work within our team. Because remember, + +269 +00:16:05,060 --> 00:16:07,680 +without the efforts of these human beings, we + +270 +00:16:07,680 --> 00:16:12,720 +cannot even talk about a business. Why? Businesses + +271 +00:16:12,720 --> 00:16:16,360 +are founded on the muscles and the brains and the + +272 +00:16:16,360 --> 00:16:19,480 +efforts of human beings or the staff members. + +273 +00:16:19,780 --> 00:16:22,080 +So if this staff member isn't available, this + +274 +00:16:22,080 --> 00:16:27,420 +means we cannot talk about any business. At the + +275 +00:16:27,420 --> 00:16:30,740 +same time, the brains of these personnel, they + +276 +00:16:30,740 --> 00:16:34,520 +are drawing, thinking, and formulating strategic + +277 +00:16:34,520 --> 00:16:38,160 +management plans. In addition, we are talking about + +278 +00:16:38,160 --> 00:16:42,260 +brand equity. And brand equity; this is very + +279 +00:16:42,260 --> 00:16:45,420 +important. Is it going to influence our strategic + +280 +00:16:45,420 --> 00:16:47,760 +management and sales? Yes. Let's give an example. + +281 +00:16:48,080 --> 00:16:57,370 +Look at this. What is this? LG. So + +282 +00:16:57,370 --> 00:16:59,850 +imagine we are going to ask you the same question + +283 +00:16:59,850 --> 00:17:03,510 +20 years ago. Do you think you will be able to + +284 +00:17:03,510 --> 00:17:09,330 +know the answer? No. Why? Because 20 years ago LG + +285 +00:17:09,330 --> 00:17:13,590 +was building and establishing its own brand + +286 +00:17:13,590 --> 00:17:18,450 +equity. Therefore, the brand name; is it + +287 +00:17:18,450 --> 00:17:22,150 +important? It's very important. Why is it very + +288 +00:17:22,150 --> 00:17:25,730 +important? Because after a while, we are going to + +289 +00:17:25,730 --> 00:17:29,010 +talk about three major strategies of sales with + +290 +00:17:29,010 --> 00:17:34,090 +the brand itself. It is playing a vital role in + +291 +00:17:34,090 --> 00:17:36,690 +each strategy, as we are going to see after a + +292 +00:17:36,690 --> 00:17:42,050 +while. Also, the production is related to the + +293 +00:17:42,050 --> 00:17:46,550 +brand and so on. Let's go to the final group of + +294 +00:17:46,550 --> 00:17:48,590 +the strategic management planning. And here we are + +295 +00:17:48,590 --> 00:17:52,280 +talking about history. The word history is + +296 +00:17:52,280 --> 00:17:56,260 +synonymous with the word experience. + +297 +00:17:56,900 --> 00:17:59,960 +Do you think the firm whose experience is one year + +298 +00:17:59,960 --> 00:18:04,140 +is going to think and make a good strategy in the + +299 +00:18:04,140 --> 00:18:08,560 +same way if the company’s age is more than 10 + +300 +00:18:08,560 --> 00:18:11,820 +years or 20 years? Of course not. Because the + +301 +00:18:11,820 --> 00:18:15,520 +experience does matter. “Does matter” means it is + +302 +00:18:15,520 --> 00:18:19,510 +influencing strategic management planning. Also, + +303 +00:18:19,510 --> 00:18:22,150 +the experience and the history; also it is + +304 +00:18:22,150 --> 00:18:26,450 +influencing the brand equity. So these are briefly + +305 +00:18:26,450 --> 00:18:30,430 +the major four components which are influencing + +306 +00:18:30,430 --> 00:18:34,150 +the strategic management planning. In the midterm + +307 +00:18:34,150 --> 00:18:36,990 +exam, I might ask you various questions. For + +308 +00:18:36,990 --> 00:18:40,630 +example, let me give you a + +309 +00:18:40,630 --> 00:18:43,030 +question, and I want some of the students to answer + +310 +00:18:43,030 --> 00:18:48,010 +it. Now, imagine we are saying legal and + +311 +00:18:48,010 --> 00:18:53,070 +regulatory factors, technology factors, R&D + +312 +00:18:53,070 --> 00:18:57,490 +factors, and firm’s history factors are influencing + +313 +00:18:57,490 --> 00:19:00,410 +the strategic management planning of any sales + +314 +00:19:00,410 --> 00:19:04,290 +company. Explain this, or how, with striking + +315 +00:19:04,290 --> 00:19:07,710 +examples. This is one of the potential questions + +316 +00:19:07,710 --> 00:19:11,250 +in the exam. As we said, don’t memorize. + +317 +00:19:12,590 --> 00:19:15,990 +Understand and begin explaining. And try to think + +318 +00:19:15,990 --> 00:19:18,050 +of any logical examples. + +319 +00:19:20,190 --> 00:19:25,330 +Okay? Okay, can you answer this question? Yes. Go + +320 +00:19:25,330 --> 00:19:29,680 +on. The legal and regulatory influence the + +321 +00:19:29,680 --> 00:19:37,100 +strategic management planning. For example, used + +322 +00:19:37,100 --> 00:19:46,440 +car sellers suffer from higher taxes from the + +323 +00:19:46,440 --> 00:19:49,080 +legal and regulatory environment. + +324 +00:19:52,570 --> 00:19:54,330 +We’ll talk later about history, which is + +325 +00:19:54,330 --> 00:19:58,310 +experience. Experience is very important and does + +326 +00:19:58,310 --> 00:20:00,450 +matter for the strategic management planning. + +327 +00:20:01,670 --> 00:20:05,950 +Technology is very important. When we have + +328 +00:20:05,950 --> 00:20:11,590 +technology, we can compete with others and we + +329 +00:20:11,590 --> 00:20:15,250 +make effective and efficient work and efficient + +330 +00:20:15,250 --> 00:20:17,930 +strategic management planning. Then we have R&D, + +331 +00:20:18,070 --> 00:20:21,190 +which is the development of a product. We know that + +332 +00:20:21,190 --> 00:20:21,690 +the product… + +333 +00:20:40,450 --> 00:20:43,530 +Now listen, regarding the legal and the + +334 +00:20:43,530 --> 00:20:46,010 +regulatory environment, remember, don’t restrict your thinking + +335 +00:20:46,010 --> 00:20:49,050 +to our Gaza life or to Palestinian life. For + +336 +00:20:49,050 --> 00:20:51,890 +example, as we know that the relationship between + +337 +00:20:51,890 --> 00:20:54,910 +America and Iran is very tense; the same thing + +338 +00:20:54,910 --> 00:20:56,930 +with the relationship between Iran and Germany is + +339 +00:20:56,930 --> 00:21:00,330 +very tense. Therefore, for example, in Germany, we + +340 +00:21:00,330 --> 00:21:02,590 +are talking about laws and regulations which are + +341 +00:21:02,590 --> 00:21:06,210 +banning the selling of any German weapons to Iranian + +342 +00:21:06,210 --> 00:21:10,550 +authorities. This is a law. Is it influencing the + +343 +00:21:10,550 --> 00:21:12,930 +German producers of military weapons? Of course. + +344 +00:21:13,770 --> 00:21:16,810 +And we can give you tens and tens, and even + +345 +00:21:16,810 --> 00:21:20,870 +hundreds and hundreds of examples. Okay, any + +346 +00:21:20,870 --> 00:21:24,370 +questions or comments about this? Okay, let’s move + +347 +00:21:24,370 --> 00:21:27,510 +now to the next step or to the next session of our + +348 +00:21:27,510 --> 00:21:32,510 +class. The second session; it will focus on the + +349 +00:21:32,510 --> 00:21:35,130 +strategies. Before we are going to talk about + +350 +00:21:35,130 --> 00:21:37,630 +these three strategies, let’s look at the figure + +351 +00:21:37,630 --> 00:21:41,170 +title. It is named “Business Strategies and Higher + +352 +00:21:41,170 --> 00:21:44,290 +Profit Sales Force.” Here we are talking about + +353 +00:21:44,290 --> 00:21:47,650 +three major strategies. The first one we call it + +354 +00:21:47,650 --> 00:21:52,550 +low-cost strategy. Low-cost strategy. So this + +355 +00:21:52,550 --> 00:21:56,650 +strategy of sales is giving a priority to low + +356 +00:21:56,650 --> 00:22:01,070 +prices. It is giving priority to low prices. + +357 +00:22:01,730 --> 00:22:06,050 +Therefore, it is founded on vigorous; it means + +358 +00:22:06,050 --> 00:22:11,390 +strong or powerful pursuit of cost reduction through + +359 +00:22:11,390 --> 00:22:13,510 +experience and tight cost control. + +360 +00:22:16,090 --> 00:22:19,150 +So, the reduction of the prices is considered to + +361 +00:22:19,150 --> 00:22:22,030 +be a priority. This is considered to be the + +362 +00:22:22,030 --> 00:22:26,630 +backbone of the low-cost strategy. This is briefly + +363 +00:22:26,630 --> 00:22:29,650 +about it. Let’s explain its own characteristics. + +364 +00:22:32,070 --> 00:22:33,670 +This one, tight cost control? + +365 +00:22:37,730 --> 00:22:41,430 +We are saying, in general, low prices are considered + +366 +00:22:41,430 --> 00:22:44,970 +to be the backbone of this strategy. Therefore, + +367 +00:22:45,130 --> 00:22:47,410 +priority number one, which will be given to + +368 +00:22:47,410 --> 00:22:50,890 +anything in the sales circuit, will zoom or + +369 +00:22:50,890 --> 00:22:55,150 +shed light on or focus on cost. Cost must be + +370 +00:22:55,150 --> 00:23:00,370 +minimized to the lowest level. Okay? Now, this is + +371 +00:23:00,370 --> 00:23:03,430 +considered to be the major idea behind the low + +372 +00:23:03,430 --> 00:23:05,430 +cost strategy. Let’s talk about its own + +373 +00:23:05,430 --> 00:23:10,700 +characteristics. Here, this strategy is going to + +374 +00:23:10,700 --> 00:23:14,360 +focus on extensive use of independent sales + +375 +00:23:14,360 --> 00:23:18,600 +agents. What is the meaning of this? It means the + +376 +00:23:18,600 --> 00:23:23,080 +following: It means I am going to take you, and her, + +377 +00:23:23,080 --> 00:23:26,540 +and her, and her, and I might recruit tens and tens + +378 +00:23:26,540 --> 00:23:30,560 +of salespeople. I am going to spread out these + +379 +00:23:30,560 --> 00:23:34,380 +tens and tens of salespeople or saleswomen in + +380 +00:23:34,380 --> 00:23:39,070 +order to maximize my sales in every market which + +381 +00:23:39,070 --> 00:23:44,010 +I can access. If you are going to wonder why, + +382 +00:23:44,010 --> 00:23:47,410 +because if I’m going to recruit a big number of + +383 +00:23:47,410 --> 00:23:51,750 +salespeople, this means I can achieve a bigger + +384 +00:23:51,750 --> 00:23:55,690 +size of sales volume. I can achieve a bigger size + +385 +00:23:55,690 --> 00:23:59,630 +of sales volume. If I’m going to achieve a bigger + +386 +00:23:59,630 --> 00:24:01,630 +size of sales volume, this means I’m going to + +387 +00:24:01,630 --> 00:24:07,030 +achieve profitability. Therefore, we are going to + +388 +00:24:07,030 --> 00:24:09,290 +focus on a transactional customer relationship. + +389 +00:24:12,250 --> 00:24:23,110 +Am I + +390 +00:24:23,110 --> 00:24:26,330 +interested as a salesperson in a long or + +391 +00:24:26,330 --> 00:24:30,110 +permanent relationship with the customer? No. Her? + +392 +00:24:30,270 --> 00:24:34,060 +No. This is according to what? To low-cost strategy. + +393 +00:24:34,760 --> 00:24:37,920 +I want to sell; that’s it. In other words, I am + +394 +00:24:37,920 --> 00:24:41,200 +thinking of the present moment. I am not thinking + +395 +00:24:41,200 --> 00:24:45,320 +of the future or long-term relationships. Clear? + +396 +00:24:46,320 --> 00:24:51,240 +Okay, also a structure so that managers will supervise + +397 +00:24:51,240 --> 00:24:54,060 +a large number of salespeople. As we said, we are + +398 +00:24:54,060 --> 00:24:59,070 +talking about what? Large numbers. I am going to + +399 +00:24:59,070 --> 00:25:02,970 +hire many managers so that each manager can + +400 +00:25:02,970 --> 00:25:08,190 +supervise a group of salespeople or persons. In + +401 +00:25:08,190 --> 00:25:11,390 +addition, compensation here is founded on + +402 +00:25:11,390 --> 00:25:15,870 +something called giving incentives or motivating + +403 +00:25:15,870 --> 00:25:19,650 +the salespeople. If you are going to say, why? + +404 +00:25:20,310 --> 00:25:24,450 +Simply remember, here the salespeople are + +405 +00:25:24,450 --> 00:25:27,090 +considered to be; they are doing the major work. + +406 +00:25:29,240 --> 00:25:35,260 +The major work is done by salespeople, and if you are + +407 +00:25:35,260 --> 00:25:38,960 +going to ask why, because remember, the product + +408 +00:25:38,960 --> 00:25:42,320 +isn’t known; the product doesn’t have a brand name; + +409 +00:25:42,320 --> 00:25:47,400 +the product has one small characteristic, which is + +410 +00:25:47,400 --> 00:25:51,040 +exactly…exactly… + +411 +00:25:52,000 --> 00:25:56,260 +Therefore, this salesperson is going to exert a + +412 +00:25:56,260 --> 00:26:00,340 +big effort to convince the customers to buy this + +413 +00:26:00,340 --> 00:26:04,840 +product. Simply, it isn’t known. Nobody knows + +414 +00:26:04,840 --> 00:26:09,160 +anything about it. So, we are going to encourage + +415 +00:26:09,160 --> 00:26:12,300 +the salesperson or salespersons to double their + +416 +00:26:12,300 --> 00:26:14,560 +efforts to convince the customers to buy the + +417 +00:26:14,560 --> 00:26:17,800 +product. How are we going to incite or motivate + +418 +00:26:17,800 --> 00:26:22,700 +them? By giving them a salary as well as + +445 +00:28:05,940 --> 00:28:07,940 +characteristics of this strategy. This is very + +446 +00:28:07,940 --> 00:28:12,440 +important, very important. Number one, here we are + +447 +00:28:12,440 --> 00:28:16,060 +talking about selective use. Over there, we were + +448 +00:28:16,060 --> 00:28:20,080 +talking about extensive use. The extensive use + +449 +00:28:20,080 --> 00:28:23,220 +means any person who can sell, we are going to + +450 +00:28:23,220 --> 00:28:27,390 +recruit him according to Lucas strategy. But in + +451 +00:28:27,390 --> 00:28:30,190 +the differentiation strategy, we are going to + +452 +00:28:30,190 --> 00:28:33,130 +select the skillful and the most experienced sales + +453 +00:28:33,130 --> 00:28:36,410 +persons. If you are qualified, we will recruit + +454 +00:28:36,410 --> 00:28:38,570 +you. If you are not, we are going to dismiss you + +455 +00:28:38,570 --> 00:28:41,850 +out. This is wherein the differentiation strategy. + +456 +00:28:41,990 --> 00:28:46,110 +Because of this, we said selective use. A second + +457 +00:28:46,110 --> 00:28:47,970 +characteristic of the differentiation strategy, + +458 +00:28:48,650 --> 00:28:51,230 +is focusing on long-term customer relationships. + +459 +00:28:52,210 --> 00:28:53,670 +Here, we were talking about what? + +460 +00:28:56,410 --> 00:28:59,230 +In other words, we are looking at the present + +461 +00:28:59,230 --> 00:29:01,550 +moment with assets. But in the differentiation + +462 +00:29:01,550 --> 00:29:06,750 +strategy, we are looking to the future as well. A + +463 +00:29:06,750 --> 00:29:09,310 +third difference, here the manager intensely + +464 +00:29:09,310 --> 00:29:13,950 +supervised a limited number of salespeople. But + +465 +00:29:13,950 --> 00:29:17,930 +over there, it was what? A large number. Somebody + +466 +00:29:17,930 --> 00:29:20,670 +is going to say, why the differentiation strategy + +467 +00:29:20,670 --> 00:29:22,630 +is recruiting a limited number of salespeople? + +468 +00:29:24,320 --> 00:29:29,440 +Exactly. Because the product defines itself and we + +469 +00:29:29,440 --> 00:29:34,400 +do not need too many efforts from salespeople. We + +470 +00:29:34,400 --> 00:29:38,340 +do not want too many efforts from salespeople. + +471 +00:29:38,840 --> 00:29:41,060 +Therefore, the number of salespeople, their + +472 +00:29:41,060 --> 00:29:44,900 +number is going to be limited. A fourth difference + +473 +00:29:44,900 --> 00:29:48,220 +between the two strategies. Compensation here is + +474 +00:29:48,220 --> 00:29:51,620 +based on what? Salary. But over there it is based + +475 +00:29:51,620 --> 00:29:56,030 +on what? Incentives. So the salary here, as we + +476 +00:29:56,030 --> 00:29:59,350 +said, it is going to be permanent and fixed. Are + +477 +00:29:59,350 --> 00:30:01,450 +we talking about shares or percentages of bonuses? + +478 +00:30:01,770 --> 00:30:06,630 +No. Why? Two major reasons. Once again, reason + +479 +00:30:06,630 --> 00:30:09,930 +number one, it is expected that any branded + +480 +00:30:09,930 --> 00:30:13,490 +products companies always offer + +481 +00:30:13,490 --> 00:30:18,010 +a good or a reasonable level of salaries. They are + +482 +00:30:18,010 --> 00:30:21,870 +offering a reasonable level of salaries. Second, + +483 +00:30:22,800 --> 00:30:25,960 +they are saying bonuses should not be added to + +484 +00:30:25,960 --> 00:30:28,840 +their higher salaries simply because their efforts + +485 +00:30:28,840 --> 00:30:33,020 +are not demanded too much. The efforts of the + +486 +00:30:33,020 --> 00:30:36,500 +salespeople are not demanded too much. Why? The + +487 +00:30:36,500 --> 00:30:38,560 +product is known and popular with customers. + +488 +00:30:40,280 --> 00:30:43,400 +Fourth, salespeople were evaluated according to + +489 +00:30:43,400 --> 00:30:46,200 +their outcomes. This is the major difference + +490 +00:30:46,200 --> 00:30:49,180 +between the low-cost strategy and the + +491 +00:30:49,180 --> 00:30:52,090 +differentiation strategy. Are we talking about a + +492 +00:30:52,090 --> 00:30:56,150 +third one? Yes. What is it? It is called the niche + +493 +00:30:56,150 --> 00:30:56,690 +strategy. + +494 +00:31:00,570 --> 00:31:05,350 +Exactly. The niche strategy; it means this + +495 +00:31:05,350 --> 00:31:08,590 +strategy is based on something called opportunism. + +496 +00:31:09,250 --> 00:31:13,790 +How are we going to create opportunities for + +497 +00:31:13,790 --> 00:31:16,990 +marketing, as your friend said, we are going to + +498 +00:31:16,990 --> 00:31:20,760 +segment the market. If you are going to segment + +499 +00:31:20,760 --> 00:31:23,420 +the market, this means we will be able to identify + +500 +00:31:23,420 --> 00:31:29,080 +what the needs of the customers are. And according to + +501 +00:31:29,080 --> 00:31:32,420 +these needs, we are going to provide them with a + +502 +00:31:32,420 --> 00:31:37,500 +suitable product. Therefore, to identify the needs + +503 +00:31:37,500 --> 00:31:40,020 +and to segment the market, we do not want + +504 +00:31:40,020 --> 00:31:43,000 +traditional salespeople. We require experts. + +505 +00:31:45,780 --> 00:31:50,160 +We require experts. Why? Because this large number + +506 +00:31:50,160 --> 00:31:53,440 +of experts is going to provide us with analytical + +507 +00:31:53,440 --> 00:31:57,120 +marketing studies through which we can segment the + +508 +00:31:57,120 --> 00:31:59,960 +market and through which we can get a handle on + +509 +00:31:59,960 --> 00:32:04,380 +the needs of the people or the customers. Then we + +510 +00:32:04,380 --> 00:32:08,840 +can identify the suitable product demanded by them + +511 +00:32:08,840 --> 00:32:12,960 +within the market. demanded by them within this + +512 +00:32:12,960 --> 00:32:17,380 +market. So the niche strategy, its major focus is + +513 +00:32:17,380 --> 00:32:19,980 +identifying the needs of the customer based on + +514 +00:32:19,980 --> 00:32:23,100 +segmentation along with something called value. + +515 +00:32:25,040 --> 00:32:27,820 +Customers are always looking for products + +516 +00:32:27,820 --> 00:32:30,220 +that are going to have the greatest value for + +517 +00:32:30,220 --> 00:32:34,680 +people or customers. So these are briefly the + +518 +00:32:34,680 --> 00:32:38,700 +major strategies that are applicable in the + +519 +00:32:38,700 --> 00:32:42,300 +science of sales management: the low-cost strategy, + +520 +00:32:42,300 --> 00:32:46,060 +the differentiation strategy, and finally the niche + +521 +00:32:46,060 --> 00:32:50,480 +strategy. Now I am going to give you an + +522 +00:32:50,480 --> 00:32:54,560 +assignment where I want every student next time, on + +523 +00:32:54,560 --> 00:32:59,140 +Wednesday, to submit a written assignment, carrying + +524 +00:32:59,140 --> 00:33:03,720 +their own name. The question is the + +525 +00:33:03,720 --> 00:33:12,100 +following: Which strategy, which sales strategy out + +526 +00:33:12,100 --> 00:33:16,000 +of the three that we studied, which strategy + +527 +00:33:16,000 --> 00:33:22,560 +out of the three that we studied is widely + +528 +00:33:22,560 --> 00:33:27,460 +used in the Gaza market? The question + +529 +00:33:27,460 --> 00:33:34,060 +mark: Justify your answer by citing more than one + +530 +00:33:34,060 --> 00:33:40,800 +example. Justify your answer by citing more than one + +531 +00:33:44,290 --> 00:33:47,930 +example. Justify your answer by citing more than + +532 +00:33:47,930 --> 00:33:54,870 +one example. Any + +533 +00:33:54,870 --> 00:34:00,170 +questions and comments? Any questions and comments? + +534 +00:34:00,170 --> 00:34:03,970 +Now, listen, before I am going to conclude, I would + +535 +00:34:03,970 --> 00:34:07,390 +like to ask you this simple question. Please listen. + +536 +00:34:08,100 --> 00:34:12,040 +Now, did you pick a sales agency or a sales + +537 +00:34:12,040 --> 00:34:14,640 +firm or a business company according to your + +538 +00:34:14,640 --> 00:34:17,220 +group? Who did not pick one? + +539 +00:34:20,400 --> 00:34:24,000 +Everybody is set? That's fine. Next class, + +540 +00:34:24,100 --> 00:34:27,840 +inshallah, I am going to ask you, or I am going to + +541 +00:34:27,840 --> 00:34:31,520 +ask what is required by your research group, by + +542 +00:34:31,520 --> 00:34:35,880 +each group. Okay? Next class, inshallah. Thank you + +543 +00:34:35,880 --> 00:34:36,220 +very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..1fd11ddcdee32874df0f2bb859327a8347925408 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_postprocess.srt @@ -0,0 +1,2172 @@ +1 +00:00:21,700 --> 00:00:24,680 +Okay, good morning. Today we are going to begin + +2 +00:00:24,680 --> 00:00:30,640 +with two important subjects. Those two subjects, + +3 +00:00:30,960 --> 00:00:34,400 +they are classified to be bases in the science of + +4 +00:00:34,400 --> 00:00:37,200 +sales management. The first subject we are going + +5 +00:00:37,200 --> 00:00:40,540 +to talk about the major factors or variables which + +6 +00:00:40,540 --> 00:00:42,240 +are influencing something called strategic + +7 +00:00:42,240 --> 00:00:45,980 +management planning. The second subject is going + +8 +00:00:45,980 --> 00:00:50,690 +to be the three major strategies of sales. The + +9 +00:00:50,690 --> 00:00:53,930 +three major strategies of sales. We are going to + +10 +00:00:53,930 --> 00:00:56,530 +talk about each one in a very detailed way in + +11 +00:00:56,530 --> 00:00:59,470 +today's class. Therefore, let's begin with our + +12 +00:00:59,470 --> 00:01:02,630 +first subject. Our first subject, as you can see, + +13 +00:01:02,730 --> 00:01:04,610 +we will talk about strategic management planning. + +14 +00:01:06,270 --> 00:01:09,470 +If you are going to say, can nowadays or business, + +15 +00:01:09,630 --> 00:01:12,190 +current business, can they survive or work or + +16 +00:01:12,190 --> 00:01:15,570 +function away from strategic planning? The answer + +17 +00:01:15,570 --> 00:01:19,170 +is no. Therefore, all businesses and all civil + +18 +00:01:19,170 --> 00:01:21,750 +agencies, they require or they need something + +19 +00:01:21,750 --> 00:01:25,450 +called strategy. This strategy is going to look + +20 +00:01:25,450 --> 00:01:28,750 +like or it looks like the glasses through which we + +21 +00:01:28,750 --> 00:01:34,040 +are looking and watching the world. Therefore, we + +22 +00:01:34,040 --> 00:01:36,200 +are going to discuss in a very detailed way the + +23 +00:01:36,200 --> 00:01:38,240 +major variables or the factors which are + +24 +00:01:38,240 --> 00:01:41,980 +influencing this strategic planning. Let's begin + +25 +00:01:41,980 --> 00:01:45,520 +by the first component of the variables. The first + +26 +00:01:45,520 --> 00:01:47,400 +component, as you can see, we are talking about + +27 +00:01:47,400 --> 00:01:51,000 +environmental constraints. These environmental + +28 +00:01:51,000 --> 00:01:54,680 +constraints, they are including various variables + +29 +00:01:54,680 --> 00:01:58,650 +or factors. The first one, legal and regulatory. + +30 +00:01:59,410 --> 00:02:02,410 +The second, demographics. The third, economic + +31 +00:02:02,410 --> 00:02:06,130 +conditions. Fourth, technology. Fifth, competitive + +32 +00:02:06,130 --> 00:02:10,610 +conditions. And finally, socio-cultural factors. + +33 +00:02:10,890 --> 00:02:13,770 +Let's begin with the first one. Somebody is going + +34 +00:02:13,770 --> 00:02:17,130 +to wonder how the legal or the regulatory item or + +35 +00:02:17,130 --> 00:02:21,970 +factor influences the strategic management + +36 +00:02:21,970 --> 00:02:25,130 +planning. How? Can you give me an example from our + +37 +00:02:25,130 --> 00:02:31,060 +realistic life? Nowadays the strikes on West Bank + +38 +00:02:31,060 --> 00:02:34,520 +and how the taxes are, how the president is + +39 +00:02:34,520 --> 00:02:40,640 +implementing Newton's rules and regulations, and + +40 +00:02:40,640 --> 00:02:42,980 +it's affecting the people, how they respond to + +41 +00:02:42,980 --> 00:02:43,340 +these + +42 +00:02:59,440 --> 00:03:04,470 +Okay, good example. let's give more vivid or clear + +43 +00:03:04,470 --> 00:03:08,030 +example now look at here if I'm going to ask you a + +44 +00:03:08,030 --> 00:03:11,190 +very simple question how many sales agency working + +45 +00:03:11,190 --> 00:03:15,230 +in the sold cars available in the Gaza market + +46 +00:03:15,230 --> 00:03:20,450 +average give me average enough in other words we + +47 +00:03:20,450 --> 00:03:23,870 +might talk about more than 50 or 60 sales agency + +48 +00:03:23,870 --> 00:03:29,380 +in the field of cars especially used cars Now, do + +49 +00:03:29,380 --> 00:03:31,700 +you know what is going on with those traders or + +50 +00:03:31,700 --> 00:03:37,080 +businessmen who are working in used cars? They are + +51 +00:03:37,080 --> 00:03:39,280 +complaining. Why they are complaining against the + +52 +00:03:39,280 --> 00:03:45,080 +government of Gaza? Taxes. Do you know exactly why + +53 +00:03:45,080 --> 00:03:48,180 +they are complaining? They are saying we are + +54 +00:03:48,180 --> 00:03:52,160 +paying the taxes twice. One tax for the government + +55 +00:03:52,160 --> 00:03:54,640 +of the West Bank and another tax for the + +56 +00:03:54,640 --> 00:03:59,530 +government of Gaza. Therefore, their prices of + +57 +00:03:59,530 --> 00:04:02,170 +their own cars, these prices are going to be very + +58 +00:04:02,170 --> 00:04:05,850 +high. If you are going to compare this situation + +59 +00:04:05,850 --> 00:04:08,510 +with other businessmen who are importing their + +60 +00:04:08,510 --> 00:04:15,410 +cars from Rafah, this group of sellers, they are + +61 +00:04:15,410 --> 00:04:18,930 +paying the tax once for the government of Gaza, + +62 +00:04:19,450 --> 00:04:22,110 +and they are paying zero for the government of the + +63 +00:04:22,110 --> 00:04:26,880 +West Bank. Therefore, the first group of those + +64 +00:04:26,880 --> 00:04:29,140 +sellers, they are complaining because they are + +65 +00:04:29,140 --> 00:04:31,460 +saying the prices of our cars are going to be very + +66 +00:04:31,460 --> 00:04:34,920 +high. In other words, they cannot compete with + +67 +00:04:34,920 --> 00:04:38,060 +their own beers. Here, when we are saying beers, + +68 +00:04:38,140 --> 00:04:40,480 +we are referring to the second group, which is + +69 +00:04:40,480 --> 00:04:45,620 +importing cars from Rafah side. So under this + +70 +00:04:45,620 --> 00:04:48,240 +scenario, they are saying we have only two exits + +71 +00:04:48,240 --> 00:04:51,420 +or two solutions. The first, either to close our + +72 +00:04:51,420 --> 00:04:57,560 +own business, or to give up importing cars from + +73 +00:04:57,560 --> 00:05:02,440 +Israeli market and to shift to Rafahari. This is + +74 +00:05:02,440 --> 00:05:07,000 +the only two solutions for them. Now somebody is + +75 +00:05:07,000 --> 00:05:10,320 +going to say, why those sellers who are importing + +76 +00:05:10,320 --> 00:05:15,720 +cars from inside Israeli market? Why they are + +77 +00:05:15,720 --> 00:05:17,820 +suffering? They are suffering because of the legal + +78 +00:05:17,820 --> 00:05:21,830 +and regulatory factor. If you like the government + +79 +00:05:21,830 --> 00:05:24,750 +here or not, it is a government. Is it imposing a + +80 +00:05:24,750 --> 00:05:26,870 +law? It is imposing a law. Is it imposing a + +81 +00:05:26,870 --> 00:05:28,570 +regulatory item? Yes, it is imposing a regulatory + +82 +00:05:28,570 --> 00:05:32,290 +item. Can we avoid respecting this? We cannot. + +83 +00:05:33,490 --> 00:05:36,470 +Therefore, this is a vivid example through which + +84 +00:05:36,470 --> 00:05:39,990 +the legal and regulatory item or factor does + +85 +00:05:39,990 --> 00:05:42,750 +influence the strategic management planning of any + +86 +00:05:42,750 --> 00:05:44,070 +business or company. + +87 +00:05:46,810 --> 00:05:51,130 +Let's go to the second one, demographics. Can + +88 +00:05:51,130 --> 00:05:52,970 +somebody define what is the meaning of demography? + +89 +00:05:58,130 --> 00:05:58,610 +Okay, + +90 +00:06:05,170 --> 00:06:07,390 +better definition. What do you mean by demography? + +91 +00:06:09,190 --> 00:06:12,930 +We said distribution of population on land. The + +92 +00:06:12,930 --> 00:06:16,010 +distribution of population on land. Now, if you + +93 +00:06:16,010 --> 00:06:18,010 +are going to look at the demographic items around + +94 +00:06:18,010 --> 00:06:22,380 +us or in the Middle East, Let's talk about Egypt. + +95 +00:06:23,660 --> 00:06:26,960 +You are going to find that Egypt is a nation whose + +96 +00:06:26,960 --> 00:06:31,960 +population is more than 90 million citizens. So + +97 +00:06:31,960 --> 00:06:35,200 +what is the meaning of this? It means Egypt is + +98 +00:06:35,200 --> 00:06:37,080 +considered to be the biggest market in Middle + +99 +00:06:37,080 --> 00:06:40,870 +East. So if Egypt is the biggest market because it + +100 +00:06:40,870 --> 00:06:42,610 +is enjoying the biggest number of the customers, + +101 +00:06:43,350 --> 00:06:45,770 +so this should be taken into consideration and we + +102 +00:06:45,770 --> 00:06:49,750 +should put it in our agenda within the strategic + +103 +00:06:49,750 --> 00:06:53,730 +management plan. And this is how the businesses + +104 +00:06:53,730 --> 00:06:57,090 +are planning and thinking. Each company, each + +105 +00:06:57,090 --> 00:07:00,550 +sales organization is going to skim and scan and + +106 +00:07:00,550 --> 00:07:05,390 +figure out which market is the biggest. After this + +107 +00:07:05,390 --> 00:07:07,970 +market will be identified, all the businesses they + +108 +00:07:07,970 --> 00:07:11,470 +will target it in their own strategies. Therefore, + +109 +00:07:11,890 --> 00:07:14,970 +demographics from this example can be seen clearly + +110 +00:07:14,970 --> 00:07:17,290 +as one of the strongest factors which is + +111 +00:07:17,290 --> 00:07:19,470 +influencing the strategic management planning. + +112 +00:07:20,930 --> 00:07:24,910 +Let's talk about economic conditions. If you are + +113 +00:07:24,910 --> 00:07:26,470 +going to talk about the relationship between + +114 +00:07:26,470 --> 00:07:28,030 +economic conditions and strategic management + +115 +00:07:28,030 --> 00:07:30,230 +planning, let's talk about another country which + +116 +00:07:30,230 --> 00:07:33,690 +is called Greece. As you know, Greece is one of + +117 +00:07:33,690 --> 00:07:36,410 +the southern European countries and nowadays it is + +118 +00:07:36,410 --> 00:07:39,950 +bankrupt. The whole country is bankrupt. + +119 +00:07:41,190 --> 00:07:43,250 +Therefore, if we would like to put this strategy + +120 +00:07:43,250 --> 00:07:45,690 +and we are going to meet with the other staff + +121 +00:07:45,690 --> 00:07:47,710 +members or the senior management of our sales + +122 +00:07:47,710 --> 00:07:50,790 +agency, can we propose on the agenda of meeting + +123 +00:07:50,790 --> 00:07:54,630 +this proposal saying why we shouldn't open a + +124 +00:07:54,630 --> 00:07:58,270 +branch or a sales agency in Greece? Can this be + +125 +00:07:58,270 --> 00:08:00,670 +acceptable on the agenda? Why? + +126 +00:08:04,760 --> 00:08:08,200 +Economy over there is collapsing. Therefore, we + +127 +00:08:08,200 --> 00:08:10,600 +cannot open a branch simply for two major reasons. + +128 +00:08:11,300 --> 00:08:13,340 +If you are going to go to a bankrupt country like + +129 +00:08:13,340 --> 00:08:16,260 +Greece, this means its own citizens and customers + +130 +00:08:16,260 --> 00:08:19,180 +are bankrupt as well. Therefore, do you think they + +131 +00:08:19,180 --> 00:08:20,800 +are going to have a stronger capacity of + +132 +00:08:20,800 --> 00:08:23,600 +purchasing? Is this going to influence our + +133 +00:08:23,600 --> 00:08:26,830 +project? Of course. This is one thing. Another + +134 +00:08:26,830 --> 00:08:29,450 +thing, if the government is bankrupt, then + +135 +00:08:29,450 --> 00:08:32,270 +government is going to look for other alternatives + +136 +00:08:32,270 --> 00:08:35,810 +for generating resources of money. These resources + +137 +00:08:35,810 --> 00:08:38,470 +are going to be raising higher taxes on the backs + +138 +00:08:38,470 --> 00:08:41,090 +of the companies. Therefore, if you are going to + +139 +00:08:41,090 --> 00:08:43,790 +go there and invest, this means we will be + +140 +00:08:43,790 --> 00:08:47,570 +included as one of the higher taxpayers. + +141 +00:08:49,630 --> 00:08:52,690 +Therefore, is this thing influencing strategic + +142 +00:08:52,690 --> 00:08:56,000 +management planning? Yes, of course. and here for + +143 +00:08:56,000 --> 00:08:58,400 +example we talked about pessimistic negative + +144 +00:08:58,400 --> 00:09:01,500 +scenario sometimes we can talk about positive + +145 +00:09:01,500 --> 00:09:04,640 +optimistic scenario and if we are going to talk + +146 +00:09:04,640 --> 00:09:09,260 +about positive optimistic scenario this means we + +147 +00:09:09,260 --> 00:09:13,280 +will go and invest there but in the negative we + +148 +00:09:13,280 --> 00:09:18,440 +cannot okay now let's talk about the third one + +149 +00:09:18,440 --> 00:09:24,470 +competitive conditions all the time remember Okay, + +150 +00:09:24,730 --> 00:09:27,230 +we are going to return back. The competitive + +151 +00:09:27,230 --> 00:09:29,770 +conditions, is it influencing our strategic + +152 +00:09:29,770 --> 00:09:32,950 +management planning? Of course. If you are going + +153 +00:09:32,950 --> 00:09:36,010 +to say, how? By the way, the competitive condition + +154 +00:09:36,010 --> 00:09:38,970 +is interrelated with technology. Because + +155 +00:09:38,970 --> 00:09:40,810 +technology, as we studied before in business + +156 +00:09:40,810 --> 00:09:44,010 +essential number one, it has invaluable benefits + +157 +00:09:44,010 --> 00:09:47,490 +for any businesses. Simply because it is saving + +158 +00:09:47,490 --> 00:09:50,850 +time, it is saving effort, and it is saving cost. + +159 +00:09:51,600 --> 00:09:55,140 +These three things are the meaning of efficiency, + +160 +00:09:55,820 --> 00:09:58,920 +if you remember last class. In other words, + +161 +00:09:58,980 --> 00:10:02,860 +technology is achieving efficiency. This + +162 +00:10:02,860 --> 00:10:05,440 +efficiency is interrelated with effectiveness. + +163 +00:10:05,620 --> 00:10:07,900 +Both of them are considered to be the basis for + +164 +00:10:07,900 --> 00:10:10,860 +achieving the ultimate goal of business, which is + +165 +00:10:10,860 --> 00:10:15,580 +profit. which is profit. Therefore, technology is + +166 +00:10:15,580 --> 00:10:17,760 +very important. If you are going to have a + +167 +00:10:17,760 --> 00:10:19,920 +technology, this means you are going to have one + +168 +00:10:19,920 --> 00:10:22,840 +of the tools or weapons by which you can compete + +169 +00:10:22,840 --> 00:10:25,840 +your competitors or you can defeat your + +170 +00:10:25,840 --> 00:10:29,180 +competitors. Therefore, these two things, is it + +171 +00:10:29,180 --> 00:10:33,680 +influencing strategic management? Yes. Finally, we + +172 +00:10:33,680 --> 00:10:36,770 +will talk about sociocultural factor. Also, the + +173 +00:10:36,770 --> 00:10:40,790 +socio-cultural factor, is it influencing the + +174 +00:10:40,790 --> 00:10:42,910 +strategic management of planning? Yes. Can you + +175 +00:10:42,910 --> 00:10:47,030 +give me an example? Can you give me an example? + +176 +00:10:48,750 --> 00:10:54,510 +For example, our firm reduces products. If our + +177 +00:10:54,510 --> 00:11:00,030 +company reduces? Yes. We cannot market our + +178 +00:11:00,030 --> 00:11:03,550 +products in America because the culture there is + +179 +00:11:03,550 --> 00:11:06,450 +not suitable. Excellent. Therefore, we are going + +180 +00:11:06,450 --> 00:11:09,910 +to target other markets, including Arab countries + +181 +00:11:09,910 --> 00:11:13,030 +markets. Saudi Arabia, it is one of the Arab + +182 +00:11:13,030 --> 00:11:16,510 +countries, including Indonesia, Malaysia and other + +183 +00:11:16,510 --> 00:11:18,910 +Islamic countries. Exactly. Excellent example. + +184 +00:11:19,670 --> 00:11:21,310 +Therefore, is it including our strategic + +185 +00:11:21,310 --> 00:11:27,250 +management planning? Of course. Very good. This is + +186 +00:11:27,250 --> 00:11:28,770 +the first group which is called environmental + +187 +00:11:28,770 --> 00:11:31,470 +constraints. Can we talk about another group? Of + +188 +00:11:31,470 --> 00:11:33,990 +course, we can talk about another group. The + +189 +00:11:33,990 --> 00:11:36,490 +second group of the factors which is influencing + +190 +00:11:36,490 --> 00:11:38,590 +the strategic management planning, we are talking + +191 +00:11:38,590 --> 00:11:41,650 +about distinct competencies. We said competencies + +192 +00:11:41,650 --> 00:11:44,830 +means capacities or capabilities. This is + +193 +00:11:44,830 --> 00:11:48,070 +including marketing, financial, technology and + +194 +00:11:48,070 --> 00:11:51,210 +information. Marketing here is something very + +195 +00:11:51,210 --> 00:11:54,400 +important. Marketing, as we said, it looks like + +196 +00:11:54,400 --> 00:11:56,180 +the window through which we are going to deliver + +197 +00:11:56,180 --> 00:11:59,860 +our products to our own customers. Therefore, if + +198 +00:11:59,860 --> 00:12:02,400 +you are able to open the window, this means your + +199 +00:12:02,400 --> 00:12:06,020 +work will be in good shape. But if you are not + +200 +00:12:06,020 --> 00:12:09,610 +able to open the window, This means this is going + +201 +00:12:09,610 --> 00:12:12,330 +to affect negatively on our sales capacity. + +202 +00:12:13,030 --> 00:12:15,330 +Therefore, marketing knowledge, marketing + +203 +00:12:15,330 --> 00:12:18,390 +information, the acquiring of the skills of + +204 +00:12:18,390 --> 00:12:21,290 +marketing is going to influence also our ability + +205 +00:12:21,290 --> 00:12:23,650 +regarding strategic management planning. And the + +206 +00:12:23,650 --> 00:12:27,470 +vice versa is correct. Also, we are talking about + +207 +00:12:27,470 --> 00:12:31,790 +financial. As we said, money or financial or + +208 +00:12:31,790 --> 00:12:34,870 +capital is very important. And without this money, + +209 +00:12:35,690 --> 00:12:39,550 +the company or the firm will be crumbled. It will + +210 +00:12:39,550 --> 00:12:43,710 +face difficulties. Money is easing our work, is + +211 +00:12:43,710 --> 00:12:47,290 +easing our methods and also it is enabling to + +212 +00:12:47,290 --> 00:12:50,430 +achieve and implement it on the ground. Therefore + +213 +00:12:50,430 --> 00:12:52,890 +money is very important. Technology, we talked + +214 +00:12:52,890 --> 00:12:56,050 +about it, the information here is reminding us + +215 +00:12:56,050 --> 00:13:00,230 +with this proverb. The proverb is saying knowledge + +216 +00:13:00,230 --> 00:13:03,860 +is power. How are we going to identify if our + +217 +00:13:03,860 --> 00:13:07,180 +agency is knowledgeable or not? We can identify it + +218 +00:13:07,180 --> 00:13:09,740 +by the amount of information which we are + +219 +00:13:09,740 --> 00:13:12,680 +processing. If we are having enough information + +220 +00:13:12,680 --> 00:13:16,900 +about anything, this means we are going to do a + +221 +00:13:16,900 --> 00:13:20,020 +good job. If we do not have information about what + +222 +00:13:20,020 --> 00:13:22,400 +is the meaning of strategy, how to make strategic + +223 +00:13:22,400 --> 00:13:24,660 +management planning, do you think we are able to + +224 +00:13:24,660 --> 00:13:27,120 +do it or to implement it later on? We cannot. + +225 +00:13:28,440 --> 00:13:33,140 +Therefore, information is important. Let's talk + +226 +00:13:33,140 --> 00:13:35,400 +about the third group of the factors or the third + +227 +00:13:35,400 --> 00:13:38,320 +group it refers to the resources, either the + +228 +00:13:38,320 --> 00:13:42,860 +capital or RD. Research and development, + +229 +00:13:43,080 --> 00:13:46,560 +personnel, brand equity production. Also, all + +230 +00:13:46,560 --> 00:13:49,240 +these things are important. Let's begin with the + +231 +00:13:49,240 --> 00:13:51,660 +capital. If we do not have enough financial + +232 +00:13:51,660 --> 00:13:56,660 +resources, is our agency able to recruit the most + +233 +00:13:56,660 --> 00:14:00,420 +skillful personnel or staff members? We cannot do + +234 +00:14:00,420 --> 00:14:03,460 +that. So we need enough financial resources so + +235 +00:14:03,460 --> 00:14:07,920 +that we can recruit the best team. Remember, the + +236 +00:14:07,920 --> 00:14:10,020 +best team is the team which is going to execute + +237 +00:14:10,020 --> 00:14:13,240 +and implement the strategic management planning on + +238 +00:14:13,240 --> 00:14:17,700 +the ground. The same thing with the RD. Each + +239 +00:14:17,700 --> 00:14:21,700 +company has its own department of research and + +240 +00:14:21,700 --> 00:14:26,060 +development. This department is considered to be + +241 +00:14:26,060 --> 00:14:30,220 +the continuous brain. of each company. In other + +242 +00:14:30,220 --> 00:14:32,660 +words, this department is responsible for + +243 +00:14:32,660 --> 00:14:37,500 +upgrading and developing its own products. As we + +244 +00:14:37,500 --> 00:14:41,340 +said, a product, it has a life circle where it + +245 +00:14:41,340 --> 00:14:44,420 +looks like the life of the human beings. If this + +246 +00:14:44,420 --> 00:14:47,900 +life isn't renewed, this means that the product + +247 +00:14:47,900 --> 00:14:52,920 +will be aged. If it is aged, it will be no longer + +248 +00:14:52,920 --> 00:14:56,840 +sold or required or demanded by customers or + +249 +00:14:56,840 --> 00:15:00,210 +market. Therefore, we have to renew our products. + +250 +00:15:00,350 --> 00:15:02,390 +Through what? Through the research and + +251 +00:15:02,390 --> 00:15:05,490 +development. This is of course influencing the + +252 +00:15:05,490 --> 00:15:08,150 +strategic management planning. For example, + +253 +00:15:08,550 --> 00:15:10,410 +nowadays we are talking about something called + +254 +00:15:10,410 --> 00:15:14,870 +cell or smart cell phones. Smart cell phones like + +255 +00:15:14,870 --> 00:15:18,450 +Samsung Galaxy, Apple Galaxy and so on. If you are + +256 +00:15:18,450 --> 00:15:20,090 +going to look at this cell phone, the cell phone + +257 +00:15:20,090 --> 00:15:25,260 +itself is a ward. Why it is a ward? It has too + +258 +00:15:25,260 --> 00:15:28,720 +many options, including internet access, email + +259 +00:15:28,720 --> 00:15:34,160 +access, video or photocopying, communicating, + +260 +00:15:34,960 --> 00:15:37,440 +socializing with others through it. So this small + +261 +00:15:37,440 --> 00:15:42,300 +device has many, many options. Therefore, the + +262 +00:15:42,300 --> 00:15:44,180 +research and development is considered to be the + +263 +00:15:44,180 --> 00:15:46,360 +brain behind developing these smart cell phones. + +264 +00:15:48,100 --> 00:15:51,020 +Is it required or demanded by the market now, the + +265 +00:15:51,020 --> 00:15:54,660 +smart cell phones? It is very demanded and + +266 +00:15:54,660 --> 00:15:57,920 +required. Let's talk now about personnel. + +267 +00:15:58,080 --> 00:16:01,740 +Personnel, it refers to the staff members who are + +268 +00:16:01,740 --> 00:16:04,220 +going to work within our team. Because remember, + +269 +00:16:05,060 --> 00:16:07,680 +without the efforts of those human beings, we + +270 +00:16:07,680 --> 00:16:12,720 +cannot even talk about a business. Why? Businesses + +271 +00:16:12,720 --> 00:16:16,360 +are founded on the muscles and the brains and the + +272 +00:16:16,360 --> 00:16:19,480 +efforts of the human beings or the staff members. + +273 +00:16:19,780 --> 00:16:22,080 +So if this staff member isn't available, this + +274 +00:16:22,080 --> 00:16:27,420 +means We cannot talk about any Johnson. At the + +275 +00:16:27,420 --> 00:16:30,740 +same time, these brains of those personnel, they + +276 +00:16:30,740 --> 00:16:34,520 +are drawing and thinking and formulating strategic + +277 +00:16:34,520 --> 00:16:38,160 +management plan. In addition, we are talking about + +278 +00:16:38,160 --> 00:16:42,260 +brand equity. And brand equity, this is very + +279 +00:16:42,260 --> 00:16:45,420 +important. Is it going to influence our strategic + +280 +00:16:45,420 --> 00:16:47,760 +management and sales? Yes. Let's give example. + +281 +00:16:48,080 --> 00:16:57,370 +Look at this. What is this? LG loves good. So + +282 +00:16:57,370 --> 00:16:59,850 +imagine we are going to ask you the same question + +283 +00:16:59,850 --> 00:17:03,510 +20 years ago. Do you think you will be able to + +284 +00:17:03,510 --> 00:17:09,330 +know the answer? No. Why? Because 20 years ago LG + +285 +00:17:09,330 --> 00:17:13,590 +was building and establishing its own brand + +286 +00:17:13,590 --> 00:17:18,450 +equity. Therefore, the brand name, is it + +287 +00:17:18,450 --> 00:17:22,150 +important? It's very important. Why it is very + +288 +00:17:22,150 --> 00:17:25,730 +important? Because after a while, we are going to + +289 +00:17:25,730 --> 00:17:29,010 +talk about three major strategies of sales with + +290 +00:17:29,010 --> 00:17:34,090 +the brand itself. It is playing a vital role in + +291 +00:17:34,090 --> 00:17:36,690 +each strategy, as we are going to see after a + +292 +00:17:36,690 --> 00:17:42,050 +while. Also, the production is related to the + +293 +00:17:42,050 --> 00:17:46,550 +brand and so on. Let's go to the final group of + +294 +00:17:46,550 --> 00:17:48,590 +the strategic management planning. And here we are + +295 +00:17:48,590 --> 00:17:52,280 +talking about history. The word history is + +296 +00:17:52,280 --> 00:17:56,260 +simultaneous with the word experience. + +297 +00:17:56,900 --> 00:17:59,960 +Do you think the firm whose experience is one year + +298 +00:17:59,960 --> 00:18:04,140 +is going to think and make a good strategy in the + +299 +00:18:04,140 --> 00:18:08,560 +same way if the company's age is more than 10 + +300 +00:18:08,560 --> 00:18:11,820 +years or 20 years? Of course not. Because the + +301 +00:18:11,820 --> 00:18:15,520 +experience does matter. Does matter means it is + +302 +00:18:15,520 --> 00:18:19,510 +influencing strategic management planning. Also + +303 +00:18:19,510 --> 00:18:22,150 +the experience and the history, also it is + +304 +00:18:22,150 --> 00:18:26,450 +influencing the brand equity. So these are briefly + +305 +00:18:26,450 --> 00:18:30,430 +the major four components which are influencing + +306 +00:18:30,430 --> 00:18:34,150 +the strategic management planning. In the midterm + +307 +00:18:34,150 --> 00:18:36,990 +exam, I might ask you various questions. For + +308 +00:18:36,990 --> 00:18:40,630 +example, let's or give me the chance to give you a + +309 +00:18:40,630 --> 00:18:43,030 +question and I want some of the students to answer + +310 +00:18:43,030 --> 00:18:48,010 +it. Now, imagine we are saying legal and + +311 +00:18:48,010 --> 00:18:53,070 +regulatory factors, technology factors, R&D + +312 +00:18:53,070 --> 00:18:57,490 +factors, and firms history factors are influencing + +313 +00:18:57,490 --> 00:19:00,410 +the strategic management planning of any sales + +314 +00:19:00,410 --> 00:19:04,290 +company. Explain this or how with the striking + +315 +00:19:04,290 --> 00:19:07,710 +examples. This is one of the potential questions + +316 +00:19:07,710 --> 00:19:11,250 +in the exam. As we said, don't memorize. + +317 +00:19:12,590 --> 00:19:15,990 +Understand and begin explaining. And try to think + +318 +00:19:15,990 --> 00:19:18,050 +of any logical examples. + +319 +00:19:20,190 --> 00:19:25,330 +Okay? Okay, can you answer this question? Yes. Go + +320 +00:19:25,330 --> 00:19:29,680 +on. The legal and regularity influence the + +321 +00:19:29,680 --> 00:19:37,100 +strategic management planning. For example, user + +322 +00:19:37,100 --> 00:19:46,440 +car sellers suffer from higher taxes from the + +323 +00:19:46,440 --> 00:19:49,080 +legal and regularity. + +324 +00:19:52,570 --> 00:19:54,330 +We'll talk later about history, which is + +325 +00:19:54,330 --> 00:19:58,310 +experience. Experience is very important and does + +326 +00:19:58,310 --> 00:20:00,450 +matter for the strategic management planning. + +327 +00:20:01,670 --> 00:20:05,950 +Technology is very important. When we have + +328 +00:20:05,950 --> 00:20:11,590 +technology so we can compete with others and we + +329 +00:20:11,590 --> 00:20:15,250 +make effective and efficient work and efficient + +330 +00:20:15,250 --> 00:20:17,930 +strategic management planning. Then we have R&D, + +331 +00:20:18,070 --> 00:20:21,190 +which is development of a product. We know that + +332 +00:20:21,190 --> 00:20:21,690 +the product + +333 +00:20:40,450 --> 00:20:43,530 +Now listen, regarding the legal and the + +334 +00:20:43,530 --> 00:20:46,010 +regulatory, remember, don't respect your thinking + +335 +00:20:46,010 --> 00:20:49,050 +to our Gaza life or to Palestinian life. For + +336 +00:20:49,050 --> 00:20:51,890 +example, as we know that the relationship between + +337 +00:20:51,890 --> 00:20:54,910 +America and Iran is very tense, the same thing + +338 +00:20:54,910 --> 00:20:56,930 +with the relationship between Iran and Germany is + +339 +00:20:56,930 --> 00:21:00,330 +very tense. Therefore, for example, in Germany, we + +340 +00:21:00,330 --> 00:21:02,590 +are talking about laws and regulations which are + +341 +00:21:02,590 --> 00:21:06,210 +banning selling any German weapons to Iranian + +342 +00:21:06,210 --> 00:21:10,550 +authorities. This is a law. Is it influencing the + +343 +00:21:10,550 --> 00:21:12,930 +German producer of military weapons? Of course. + +344 +00:21:13,770 --> 00:21:16,810 +And we can give you tens and tens and even + +345 +00:21:16,810 --> 00:21:20,870 +hundreds and hundreds of examples. Okay, any + +346 +00:21:20,870 --> 00:21:24,370 +questions or comments about this? Okay, let's move + +347 +00:21:24,370 --> 00:21:27,510 +now to the next step or to the next session of our + +348 +00:21:27,510 --> 00:21:32,510 +class. The second session, it will focus on the + +349 +00:21:32,510 --> 00:21:35,130 +strategies. Before we are going to talk about + +350 +00:21:35,130 --> 00:21:37,630 +these three strategies, let's look at the figure + +351 +00:21:37,630 --> 00:21:41,170 +title. It is named business strategies and higher + +352 +00:21:41,170 --> 00:21:44,290 +profit sales force. Here we are talking about + +353 +00:21:44,290 --> 00:21:47,650 +three major strategies. The first one we called it + +354 +00:21:47,650 --> 00:21:52,550 +low cost strategy. Low cost strategy. So this + +355 +00:21:52,550 --> 00:21:56,650 +strategy of sales is giving a priority for low + +356 +00:21:56,650 --> 00:22:01,070 +prices. Is giving a priority for low prices. + +357 +00:22:01,730 --> 00:22:06,050 +Therefore vigorous it is founded on vigorous means + +358 +00:22:06,050 --> 00:22:11,390 +strong or powerful. pursuit of cost reduction from + +359 +00:22:11,390 --> 00:22:13,510 +experience and tight cost control. + +360 +00:22:16,090 --> 00:22:19,150 +So, the reduction of the prices is considered to + +361 +00:22:19,150 --> 00:22:22,030 +be a priority. This is considered to be the + +362 +00:22:22,030 --> 00:22:26,630 +backbone of the low-cost strategy. This is briefly + +363 +00:22:26,630 --> 00:22:29,650 +about it. Let's explain its own characteristics. + +364 +00:22:32,070 --> 00:22:33,670 +This one, tight cost control? + +365 +00:22:37,730 --> 00:22:41,430 +We are saying in general, low prices is considered + +366 +00:22:41,430 --> 00:22:44,970 +to be the backbone of this strategy. Therefore, + +367 +00:22:45,130 --> 00:22:47,410 +priority number one, which will be given to + +368 +00:22:47,410 --> 00:22:50,890 +anything in the sales circuit, it will zoom or + +369 +00:22:50,890 --> 00:22:55,150 +shed light or focus on cost. Cost must be + +370 +00:22:55,150 --> 00:23:00,370 +minimized to the lowest level. Okay? Now, this is + +371 +00:23:00,370 --> 00:23:03,430 +considered to be the major idea behind the low + +372 +00:23:03,430 --> 00:23:05,430 +cost strategy. Let's talk about its own + +373 +00:23:05,430 --> 00:23:10,700 +characteristics. Here, this strategy is going to + +374 +00:23:10,700 --> 00:23:14,360 +focus on extensive use of independent sales + +375 +00:23:14,360 --> 00:23:18,600 +agents. What is the meaning of this? It means the + +376 +00:23:18,600 --> 00:23:23,080 +following. It means I am going to take you and her + +377 +00:23:23,080 --> 00:23:26,540 +and her and her and I might recruit tens and tens + +378 +00:23:26,540 --> 00:23:30,560 +of salespeople. I am going to spread out these + +379 +00:23:30,560 --> 00:23:34,380 +tens and tens of salespeople or saleswomen in + +380 +00:23:34,380 --> 00:23:39,070 +order to maximize my sales. in every market which + +381 +00:23:39,070 --> 00:23:44,010 +I can access if you are going to wonder why + +382 +00:23:44,010 --> 00:23:47,410 +because if I'm going to recruit a big number of + +383 +00:23:47,410 --> 00:23:51,750 +sales persons this means I can achieve a bigger + +384 +00:23:51,750 --> 00:23:55,690 +size of sales volume I can achieve a bigger size + +385 +00:23:55,690 --> 00:23:59,630 +of sales volume if I'm going to achieve a bigger + +386 +00:23:59,630 --> 00:24:01,630 +size of sales volume this means I'm going to + +387 +00:24:01,630 --> 00:24:07,030 +achieve profitability Therefore, we are going to + +388 +00:24:07,030 --> 00:24:09,290 +focus on a transactional customer relationship. + +389 +00:24:12,250 --> 00:24:23,110 +Am I + +390 +00:24:23,110 --> 00:24:26,330 +interested as a salesperson with a long or + +391 +00:24:26,330 --> 00:24:30,110 +permanent relationship with the customer? No. Her? + +392 +00:24:30,270 --> 00:24:34,060 +No. This is according to what? To Locust strategy. + +393 +00:24:34,760 --> 00:24:37,920 +I want to sell you that's it. In other words, I am + +394 +00:24:37,920 --> 00:24:41,200 +thinking of the present moment. I am not thinking + +395 +00:24:41,200 --> 00:24:45,320 +of the future or long term relationship. Clear? + +396 +00:24:46,320 --> 00:24:51,240 +Ok, also structure so that managers will supervise + +397 +00:24:51,240 --> 00:24:54,060 +a big number of sales people. As we said, we are + +398 +00:24:54,060 --> 00:24:59,070 +talking about what? Large number. I am going to + +399 +00:24:59,070 --> 00:25:02,970 +hire many managers so that each manager can + +400 +00:25:02,970 --> 00:25:08,190 +supervise a group of salespeople or persons. In + +401 +00:25:08,190 --> 00:25:11,390 +addition, compensation here is founded on + +402 +00:25:11,390 --> 00:25:15,870 +something called giving incentives or motivating + +403 +00:25:15,870 --> 00:25:19,650 +the salespeople. If you are going to say, why? + +404 +00:25:20,310 --> 00:25:24,450 +Simply remember, here the salesperson they are + +405 +00:25:24,450 --> 00:25:27,090 +considered to be or they are doing the major work. + +406 +00:25:29,240 --> 00:25:35,260 +major work is done by sales people and if you are + +407 +00:25:35,260 --> 00:25:38,960 +going to ask why because remember the product + +408 +00:25:38,960 --> 00:25:42,320 +isn't known the product doesn't have a brand name + +409 +00:25:42,320 --> 00:25:47,400 +the product has one small characteristic which is + +410 +00:25:47,400 --> 00:25:51,040 +exactly exactly + +411 +00:25:52,000 --> 00:25:56,260 +Therefore, this salesperson is going to exert a + +412 +00:25:56,260 --> 00:26:00,340 +big effort to convince the customers to buy this + +413 +00:26:00,340 --> 00:26:04,840 +product. Simply, it isn't known. Nobody knows + +414 +00:26:04,840 --> 00:26:09,160 +anything about it. So, we are going to encourage + +415 +00:26:09,160 --> 00:26:12,300 +the salesperson or salespersons to double their + +416 +00:26:12,300 --> 00:26:14,560 +efforts to convince the customers to buy the + +417 +00:26:14,560 --> 00:26:17,800 +product. how we are going to incite or motivate + +418 +00:26:17,800 --> 00:26:22,700 +them by giving them salary as well as bonuses. In + +419 +00:26:22,700 --> 00:26:26,300 +other words, the salary is fixed and permanent. In + +420 +00:26:26,300 --> 00:26:28,480 +addition, we are going to convince our + +421 +00:26:28,480 --> 00:26:31,300 +salesperson, if your sales is going to increase + +422 +00:26:31,300 --> 00:26:34,760 +10%, you are going to be entitled for a bonus with + +423 +00:26:34,760 --> 00:26:40,110 +2 or 3%. By this way, we will ensure that those + +424 +00:26:40,110 --> 00:26:44,490 +sales persons will maximize their offers in order + +425 +00:26:44,490 --> 00:26:47,750 +to increase the sales volume. Your question? I + +426 +00:26:47,750 --> 00:26:52,110 +understand that in Gaza, a vendor company says to + +427 +00:26:52,110 --> 00:26:56,110 +the people who want to put products in the market + +428 +00:26:56,610 --> 00:27:00,470 +And it have too much salesperson and distributor + +429 +00:27:00,470 --> 00:27:08,370 +person. They put a limit money in money. I thought + +430 +00:27:08,370 --> 00:27:12,590 +that it's 10,000 shekel. And after that, the + +431 +00:27:12,590 --> 00:27:17,410 +salesperson have a share of- A percentage. A + +432 +00:27:17,410 --> 00:27:20,330 +percentage of the profit of its- Excellent + +433 +00:27:20,330 --> 00:27:24,170 +example. Excellent example. Thank you. So this is + +434 +00:27:24,170 --> 00:27:27,550 +what? The low cost strategy. Let's talk about the + +435 +00:27:27,550 --> 00:27:29,310 +second strategy, which is differentiation + +436 +00:27:29,310 --> 00:27:32,710 +strategy. Differentiation means distinctive + +437 +00:27:32,710 --> 00:27:37,090 +strategy. This differentiation strategy, here we + +438 +00:27:37,090 --> 00:27:41,030 +are talking about a brand product. In other words, + +439 +00:27:41,110 --> 00:27:45,590 +the product is known by customers. So its major + +440 +00:27:45,590 --> 00:27:49,010 +idea, it is creating an offering perceived as + +441 +00:27:49,010 --> 00:27:54,170 +being unique leading to a high brand quality and + +442 +00:27:54,170 --> 00:27:58,420 +low price sensitivity. So price here isn't given + +443 +00:27:58,420 --> 00:28:02,140 +priority number one. Priority number one is the + +444 +00:28:02,140 --> 00:28:05,940 +brand name of our product. Let's talk about the + +445 +00:28:05,940 --> 00:28:07,940 +characteristics of this strategy. This is very + +446 +00:28:07,940 --> 00:28:12,440 +important, very important. Number one, here we are + +447 +00:28:12,440 --> 00:28:16,060 +talking about selective use. Over there, we were + +448 +00:28:16,060 --> 00:28:20,080 +talking about extensive use. The extensive use + +449 +00:28:20,080 --> 00:28:23,220 +means any person who can sell, we are going to + +450 +00:28:23,220 --> 00:28:27,390 +recruit him according to Lucas strategy. But in + +451 +00:28:27,390 --> 00:28:30,190 +the differentiation strategy, we are going to + +452 +00:28:30,190 --> 00:28:33,130 +select the skillful and the most experienced sales + +453 +00:28:33,130 --> 00:28:36,410 +persons. If you are qualified, we will recruit + +454 +00:28:36,410 --> 00:28:38,570 +you. If you are not, we are going to dismiss you + +455 +00:28:38,570 --> 00:28:41,850 +out. This is where in differentiation strategy. + +456 +00:28:41,990 --> 00:28:46,110 +Because of this, we said selective use. A second + +457 +00:28:46,110 --> 00:28:47,970 +characteristic for the differentiation strategy, + +458 +00:28:48,650 --> 00:28:51,230 +it is focusing on long term customer relationship. + +459 +00:28:52,210 --> 00:28:53,670 +Here, we were talking about what? + +460 +00:28:56,410 --> 00:28:59,230 +In other words, we are looking at the present + +461 +00:28:59,230 --> 00:29:01,550 +moment with assets. But in the differentiation + +462 +00:29:01,550 --> 00:29:06,750 +strategy, we are looking for the future as well. A + +463 +00:29:06,750 --> 00:29:09,310 +third difference, here the manager intensely + +464 +00:29:09,310 --> 00:29:13,950 +supervised a limited number of salesperson. But + +465 +00:29:13,950 --> 00:29:17,930 +over there, it was what? A large number. Somebody + +466 +00:29:17,930 --> 00:29:20,670 +is going to say, why the differentiation strategy + +467 +00:29:20,670 --> 00:29:22,630 +is recruiting a limited number of salesperson? + +468 +00:29:24,320 --> 00:29:29,440 +Exactly. Because the product defines itself and we + +469 +00:29:29,440 --> 00:29:34,400 +do not need too many efforts from sales people. We + +470 +00:29:34,400 --> 00:29:38,340 +do not want too many efforts from sales persons. + +471 +00:29:38,840 --> 00:29:41,060 +Therefore, the number of sales persons, their + +472 +00:29:41,060 --> 00:29:44,900 +number is going to be limited. A fourth difference + +473 +00:29:44,900 --> 00:29:48,220 +between the two strategies. Compensation here is + +474 +00:29:48,220 --> 00:29:51,620 +based on what? Salary. But over there it is based + +475 +00:29:51,620 --> 00:29:56,030 +on what? Incentives. So the salary here, as we + +476 +00:29:56,030 --> 00:29:59,350 +said, it is going to be permanent and fixed. Are + +477 +00:29:59,350 --> 00:30:01,450 +we talking about share or percentage of bonuses? + +478 +00:30:01,770 --> 00:30:06,630 +No. Why? Two major reasons. Once again, reason + +479 +00:30:06,630 --> 00:30:09,930 +number one, it is expected that any branded + +480 +00:30:09,930 --> 00:30:13,490 +products companies all the time they are offering + +481 +00:30:13,490 --> 00:30:18,010 +a good or a reasonable level of salaries. They are + +482 +00:30:18,010 --> 00:30:21,870 +offering a reasonable level of salaries. Second, + +483 +00:30:22,800 --> 00:30:25,960 +They are saying bonuses should not be added to + +484 +00:30:25,960 --> 00:30:28,840 +their higher salaries simply because their efforts + +485 +00:30:28,840 --> 00:30:33,020 +are not demanded too much. The efforts of the + +486 +00:30:33,020 --> 00:30:36,500 +sales persons are not demanded too much. Why? The + +487 +00:30:36,500 --> 00:30:38,560 +product is known and popular by the customers. + +488 +00:30:40,280 --> 00:30:43,400 +Fourth, sales people were evaluated according to + +489 +00:30:43,400 --> 00:30:46,200 +their outcomes. This is the major difference + +490 +00:30:46,200 --> 00:30:49,180 +between the low-cost strategy and the + +491 +00:30:49,180 --> 00:30:52,090 +differentiation strategy. Are we talking about a + +492 +00:30:52,090 --> 00:30:56,150 +third one? Yes. What is it? It is named niche + +493 +00:30:56,150 --> 00:30:56,690 +strategy. + +494 +00:31:00,570 --> 00:31:05,350 +Exactly. The niche strategy, it means this + +495 +00:31:05,350 --> 00:31:08,590 +strategy is based on something called opportunism. + +496 +00:31:09,250 --> 00:31:13,790 +How we are going to create opportunities for + +497 +00:31:13,790 --> 00:31:16,990 +marketing, as your friend said, we are going to + +498 +00:31:16,990 --> 00:31:20,760 +segment the market. If you are going to segment + +499 +00:31:20,760 --> 00:31:23,420 +the market, this means we will be able to identify + +500 +00:31:23,420 --> 00:31:29,080 +what are the needs of customers. And according to + +501 +00:31:29,080 --> 00:31:32,420 +these needs, we are going to provide them with a + +502 +00:31:32,420 --> 00:31:37,500 +suitable product. Therefore, to identify the needs + +503 +00:31:37,500 --> 00:31:40,020 +and to segment market, we do not want a + +504 +00:31:40,020 --> 00:31:43,000 +traditional salesperson. We require experts. + +505 +00:31:45,780 --> 00:31:50,160 +We require experts. Why? Because this big number + +506 +00:31:50,160 --> 00:31:53,440 +of experts is going to provide us with analytical + +507 +00:31:53,440 --> 00:31:57,120 +marketing studies through which we can segment the + +508 +00:31:57,120 --> 00:31:59,960 +market and through which we can put our hands on + +509 +00:31:59,960 --> 00:32:04,380 +the needs of the people or the customers. Then we + +510 +00:32:04,380 --> 00:32:08,840 +can identify the suitable product demanded by them + +511 +00:32:08,840 --> 00:32:12,960 +within the market. demanded by them within this + +512 +00:32:12,960 --> 00:32:17,380 +market. So niche strategy, it's major word + +513 +00:32:17,380 --> 00:32:19,980 +identifying the needs of the customer based on + +514 +00:32:19,980 --> 00:32:23,100 +segmentation along with something called value. + +515 +00:32:25,040 --> 00:32:27,820 +All the time they are looking for the products + +516 +00:32:27,820 --> 00:32:30,220 +which is going to have the greatest value for + +517 +00:32:30,220 --> 00:32:34,680 +people or customers. So these are briefly the + +518 +00:32:34,680 --> 00:32:38,700 +major strategies which are applicable in the + +519 +00:32:38,700 --> 00:32:42,300 +science of sales management. low cost strategy + +520 +00:32:42,300 --> 00:32:46,060 +differentiation strategy and finally niche + +521 +00:32:46,060 --> 00:32:50,480 +strategy now I'm going to give you now an + +522 +00:32:50,480 --> 00:32:54,560 +assignment where I want every student next time on + +523 +00:32:54,560 --> 00:32:59,140 +Wednesday to submit a written assignment carrying + +524 +00:32:59,140 --> 00:33:03,720 +its own name or her own name the question is the + +525 +00:33:03,720 --> 00:33:12,100 +following which strategy which sales strategy out + +526 +00:33:12,100 --> 00:33:16,000 +of the three which we studied now which strategy + +527 +00:33:16,000 --> 00:33:22,560 +out of the three which we studied now is widely + +528 +00:33:22,560 --> 00:33:27,460 +used in Gaza market question + +529 +00:33:27,460 --> 00:33:34,060 +mark justify your answer by striking more than one + +530 +00:33:34,060 --> 00:33:40,800 +example justify your answer by striking more one + +531 +00:33:44,290 --> 00:33:47,930 +Example Justify your answer by striking more than + +532 +00:33:47,930 --> 00:33:54,870 +one example Any + +533 +00:33:54,870 --> 00:34:00,170 +question and comments Any question and comments + +534 +00:34:00,170 --> 00:34:03,970 +Now listen before I am going to conclude I would + +535 +00:34:03,970 --> 00:34:07,390 +like to ask you this simple question Please listen + +536 +00:34:08,100 --> 00:34:12,040 +Now, did you pick up a sales agency or a sales + +537 +00:34:12,040 --> 00:34:14,640 +firm or a business company according to your + +538 +00:34:14,640 --> 00:34:17,220 +group? Who didn't pick up anyone? + +539 +00:34:20,400 --> 00:34:24,000 +Everybody is set? That's fine. Next class, + +540 +00:34:24,100 --> 00:34:27,840 +inshallah, I'm going to ask you or I'm going to + +541 +00:34:27,840 --> 00:34:31,520 +ask what is required by our research group, by + +542 +00:34:31,520 --> 00:34:35,880 +each group. Okay? Next class, inshallah. Thank you + +543 +00:34:35,880 --> 00:34:36,220 +very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI.srt new file mode 100644 index 0000000000000000000000000000000000000000..c5d79ffae8f6841a77bd137db7b60fa9605b4e5c --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI.srt @@ -0,0 +1,2286 @@ +1 +00:00:21,160 --> 00:00:25,020 +Good morning. Inshallah, today we are going to talk + +2 +00:00:25,020 --> 00:00:30,080 +about something called considerations for creating + +3 +00:00:30,080 --> 00:00:33,940 +a kind of partnership. Also, in the second part of + +4 +00:00:33,940 --> 00:00:36,380 +the class, we will consider and discuss something + +5 +00:00:36,380 --> 00:00:39,700 +called enhancements, the methods or the approaches + +6 +00:00:39,700 --> 00:00:42,060 +by which we can enhance or improve our + +7 +00:00:42,060 --> 00:00:45,540 +relationship with our own customers. Now, let's + +8 +00:00:45,540 --> 00:00:48,220 +begin with the first part of today's class. We are + +9 +00:00:48,220 --> 00:00:49,980 +going to talk about something called considerations + +10 +00:00:49,980 --> 00:00:52,900 +when choosing a partner. Somebody is going to say, + +11 +00:00:52,900 --> 00:00:55,460 +"Why is selecting or picking a partner something + +12 +00:00:55,460 --> 00:00:59,000 +vital in the world of business?" Nowadays, all the + +13 +00:00:59,000 --> 00:01:01,480 +time we have to remember that many of the projects we + +14 +00:01:01,480 --> 00:01:06,020 +call "venture projects." What's the meaning of + +15 +00:01:06,020 --> 00:01:10,500 +venture projects? Exactly, we are talking about + +16 +00:01:10,500 --> 00:01:13,620 +big business projects which are going to be + +17 +00:01:13,620 --> 00:01:17,340 +worldwide. In other words, we can see them in + +18 +00:01:17,340 --> 00:01:20,260 +every continent on the face of the earth. So, if you + +19 +00:01:20,260 --> 00:01:22,420 +are talking about very huge venture projects, + +20 +00:01:22,820 --> 00:01:25,780 +this means these projects cannot be implemented + +21 +00:01:25,780 --> 00:01:28,780 +without something called a kind or a pattern of + +22 +00:01:28,780 --> 00:01:32,510 +partnership. So, to select or to pick a partner + +23 +00:01:32,510 --> 00:01:34,490 +for your own business is considered to be + +24 +00:01:34,490 --> 00:01:37,070 +something vital, which is going to benefit you. + +25 +00:01:38,170 --> 00:01:42,690 +Therefore, let's discuss our first point today. If + +26 +00:01:42,690 --> 00:01:45,470 +you are classified as a manager of a sales + +27 +00:01:45,470 --> 00:01:49,450 +agency or a business company, and you received an + +28 +00:01:49,450 --> 00:01:53,290 +offer to have a partner in the field of your + +29 +00:01:53,290 --> 00:01:58,020 +business. Of course, as the manager, you have to + +30 +00:01:58,020 --> 00:02:00,140 +think about the matter and you have to decide later + +31 +00:02:00,140 --> 00:02:03,840 +on it. How am I going to build my decision to approve + +32 +00:02:03,840 --> 00:02:07,760 +or disapprove this offer of partnership? I am going + +33 +00:02:07,760 --> 00:02:10,680 +to approve or disapprove according to four major + +34 +00:02:10,680 --> 00:02:14,460 +considerations. Consideration number one: I am + +35 +00:02:14,460 --> 00:02:20,160 +going to ask myself, first, "Is this offered + +36 +00:02:20,160 --> 00:02:24,430 +partner providing to me and to my business company + +37 +00:02:24,430 --> 00:02:27,770 +something called potential impact?" When we are + +38 +00:02:27,770 --> 00:02:30,150 +saying potential impact, we are referring to its + +39 +00:02:30,150 --> 00:02:35,690 +real value. Can this partner offer me a real + +40 +00:02:35,690 --> 00:02:38,310 +value for my own business? Can I benefit from him + +41 +00:02:38,310 --> 00:02:43,130 +or her? If the answer is yes, this means I am + +42 +00:02:43,130 --> 00:02:44,970 +going to be more inclined to approve this + +43 +00:02:44,970 --> 00:02:48,950 +partnership. If the answer is no, this means I am + +44 +00:02:48,950 --> 00:02:54,110 +not going to approve this kind of partnership. Is + +45 +00:02:54,110 --> 00:02:58,010 +this the only factor of consideration? No. We are + +46 +00:02:58,010 --> 00:03:00,870 +going to talk about the second one, which is common + +47 +00:03:00,870 --> 00:03:04,790 +values, or shared values. We are referring + +48 +00:03:04,790 --> 00:03:08,210 +to + +49 +00:03:08,210 --> 00:03:13,090 +the values which I believe in and the values which + +50 +00:03:13,090 --> 00:03:17,060 +my expected partner believes in. If the values + +51 +00:03:17,060 --> 00:03:19,540 +are common and we are sharing the same values, + +52 +00:03:20,060 --> 00:03:23,420 +this is going to incline me to be more inclined to + +53 +00:03:23,420 --> 00:03:27,260 +approve this partnership offer. But if the values + +54 +00:03:27,260 --> 00:03:31,120 +are different, this means this is going to incline + +55 +00:03:31,120 --> 00:03:36,520 +me to reject this kind of partnership. The + +56 +00:03:36,520 --> 00:03:38,940 +third aspect of the relationship, we call it a good + +57 +00:03:38,940 --> 00:03:42,340 +environment for partnership. When we say good + +58 +00:03:42,340 --> 00:03:45,000 +environment, this means I am going to talk about + +59 +00:03:45,000 --> 00:03:48,500 +something called a long-term relationship. In other + +60 +00:03:48,500 --> 00:03:55,240 +words, will this kind of partnership + +61 +00:03:55,240 --> 00:03:58,420 +force me to talk about or to be involved in a + +62 +00:03:58,420 --> 00:04:01,440 +strategic long-term relationship? Are we going to + +63 +00:04:01,440 --> 00:04:04,940 +benefit from one another often, daily, or throughout + +64 +00:04:04,940 --> 00:04:08,910 +the year? All these questions must be answered. If + +65 +00:04:08,910 --> 00:04:12,110 +the dependence on this partner is often and + +66 +00:04:12,110 --> 00:04:15,830 +frequent, this is going to incline us once again to + +67 +00:04:15,830 --> 00:04:20,470 +approve the partnership. But if the dependence on + +68 +00:04:20,470 --> 00:04:25,070 +this expected partner is infrequent, this means we + +69 +00:04:25,070 --> 00:04:27,090 +are going to be more inclined to reject this + +70 +00:04:27,090 --> 00:04:31,250 +partnership. The final consideration, we call it + +71 +00:04:31,250 --> 00:04:34,470 +consistency with the supplier’s goals. Always + +72 +00:04:34,470 --> 00:04:37,430 +remember, we have to look at the goals of these + +73 +00:04:37,430 --> 00:04:41,170 +partners and we have to examine our own goals. If + +74 +00:04:41,170 --> 00:04:44,870 +the two kinds of goals are in alignment with one another, + +75 +00:04:44,870 --> 00:04:48,050 +this means this is going to be another supportive + +76 +00:04:48,050 --> 00:04:51,410 +factor or consideration to approve this kind of + +77 +00:04:51,410 --> 00:04:55,010 +partnership. So, to sum up, before we are going to + +78 +00:04:55,010 --> 00:04:57,710 +approve any offer of partnership, we are going to + +79 +00:04:57,710 --> 00:05:00,390 +evaluate this offer according to four factors or + +80 +00:05:00,390 --> 00:05:05,130 +four considerations. Number one: Is our partner + +81 +00:05:05,130 --> 00:05:10,010 +having a potential impact? If it is yes, then we are + +82 +00:05:10,010 --> 00:05:13,530 +going to the second. Are we talking about shared + +83 +00:05:13,530 --> 00:05:16,670 +common values between me as a business and him or + +84 +00:05:16,670 --> 00:05:19,570 +her as another partner? If the answer is yes, we + +85 +00:05:19,570 --> 00:05:22,350 +are going to go to the next one. If we are talking + +86 +00:05:22,350 --> 00:05:24,850 +about a good environment for this partnership, which + +87 +00:05:24,850 --> 00:05:27,450 +means are we talking about a long-term relationship + +88 +00:05:27,450 --> 00:05:31,320 +with frequent dependence on one another? If there + +89 +00:05:31,320 --> 00:05:33,700 +is a kind of frequent dependence on one another, + +90 +00:05:34,260 --> 00:05:37,080 +then we can say yes, there is a good environment + +91 +00:05:37,080 --> 00:05:39,960 +for this partnership. If the answer is yes, we + +92 +00:05:39,960 --> 00:05:43,460 +will go on finally to the goals. Are we talking + +93 +00:05:43,460 --> 00:05:46,480 +about shared goals for both businesses? If the + +94 +00:05:46,480 --> 00:05:50,570 +answer is yes, then the management might implement + +95 +00:05:50,570 --> 00:05:54,350 +and approve this offer of partnership. But if one + +96 +00:05:54,350 --> 00:05:59,530 +of these considerations, its answer is no, then I + +97 +00:05:59,530 --> 00:06:02,930 +have to reconsider this offer. We do not want to + +98 +00:06:02,930 --> 00:06:04,790 +say to reject; we would like to say to reconsider. + +99 +00:06:05,310 --> 00:06:07,950 +We would like to think about it in a much deeper + +100 +00:06:07,950 --> 00:06:11,790 +way. Okay, any questions or comments about this? + +101 +00:06:12,310 --> 00:06:17,090 +Okay, let's go to the second part. Now, listen, here we + +102 +00:06:17,090 --> 00:06:23,430 +are talking about at home. If you would like to + +103 +00:06:23,430 --> 00:06:26,810 +make a meal or if you would like to cook, sometimes we + +104 +00:06:26,810 --> 00:06:29,870 +are going to look at various tools by which we can + +105 +00:06:29,870 --> 00:06:34,030 +enhance the taste of this meal. Therefore, we + +106 +00:06:34,030 --> 00:06:38,410 +might pick up different kinds of seasonings. + +107 +00:06:39,410 --> 00:06:43,150 +The same thing applies to the relationship with the + +108 +00:06:43,150 --> 00:06:46,850 +buyer. We have to look for seasonings. We call + +109 +00:06:46,850 --> 00:06:51,150 +these seasonings enhancement tools. To enhance + +110 +00:06:51,150 --> 00:06:55,450 +means to improve. Therefore, all sales agencies + +111 +00:06:55,690 --> 00:06:58,450 +are going to do their best in order to create + +112 +00:06:58,450 --> 00:07:03,090 +three kinds of enhancement tools. How can we + +113 +00:07:03,090 --> 00:07:05,170 +enhance our relationship with our own customers? + +114 +00:07:05,390 --> 00:07:09,990 +By three simple tools. Number one: Each business + +115 +00:07:09,990 --> 00:07:14,310 +or sales company must create value for its own + +116 +00:07:14,310 --> 00:07:17,130 +product or service in the eyes and in the hearts + +117 +00:07:17,130 --> 00:07:22,040 +of the customers. In other words, if the customer + +118 +00:07:22,040 --> 00:07:27,400 +feels that there is strong value behind + +119 +00:07:27,400 --> 00:07:31,580 +purchasing your product or service, this means we + +120 +00:07:31,580 --> 00:07:35,920 +are able to create value. A second enhancement + +121 +00:07:35,920 --> 00:07:39,200 +tool is meeting expectations, which means measuring + +122 +00:07:39,200 --> 00:07:42,960 +performance levels. The customers are + +123 +00:07:42,960 --> 00:07:45,040 +going to look at and measure our own performance as a + +124 +00:07:45,040 --> 00:07:49,550 +sales agency. If our performance is good, this + +125 +00:07:49,550 --> 00:07:52,290 +means we are meeting or satisfying + +126 +00:07:52,290 --> 00:07:56,390 +the expectations of the customer. The + +127 +00:07:56,390 --> 00:07:58,890 +third kind of enhancement, we call it building + +128 +00:07:58,890 --> 00:08:03,670 +trust. Building trust means, as a sales agency, + +129 +00:08:04,150 --> 00:08:07,710 +I have to walk the talk. What's the meaning of "I + +130 +00:08:07,710 --> 00:08:11,350 +have to walk the talk"? What I say must be done by + +131 +00:08:11,350 --> 00:08:15,020 +me in front of our customers. + +132 +00:08:15,600 --> 00:08:18,860 +So, these are the three strategies or tools by + +133 +00:08:18,860 --> 00:08:22,720 +which we can enhance or improve or reinforce our + +134 +00:08:22,720 --> 00:08:25,220 +relationship with our own customers or accounts. + +135 +00:08:26,380 --> 00:08:29,840 +Now, the question we should ask ourselves + +136 +00:08:29,840 --> 00:08:34,360 +is the following. Before that, another question: How many types of + +137 +00:08:34,360 --> 00:08:37,380 +sales relationships do we have + +138 +00:08:37,380 --> 00:08:39,040 +with customers? Three types. What are they? + +140 +00:08:42,920 --> 00:08:46,120 +Excellent. Excellent, Haneen. So, we are talking + +141 +00:08:46,120 --> 00:08:48,200 +about three types of sales relationships: + +142 +00:08:49,000 --> 00:08:52,280 +Transactional, which means traditional. The second one is + +143 +00:08:52,280 --> 00:08:54,720 +consultative. The final one is an enterprise + +144 +00:08:54,720 --> 00:08:59,040 +relationship. The enterprise relationship—look at + +145 +00:08:59,040 --> 00:09:02,930 +this. This is the enterprise relationship, which is + +146 +00:09:02,930 --> 00:09:06,270 +built on partnership. We will talk about this in + +147 +00:09:06,270 --> 00:09:09,770 +more detail later. Now, each kind, + +148 +00:09:09,930 --> 00:09:13,050 +each type of sales relationship interprets these + +149 +00:09:13,050 --> 00:09:16,790 +enhancement tools in + +150 +00:09:16,790 --> 00:09:21,570 +different ways. Let's examine + +151 +00:09:21,570 --> 00:09:24,490 +this. So, if you are going to look at the + +152 +00:09:24,490 --> 00:09:27,700 +board, we are going to look at it here. In the + +153 +00:09:27,700 --> 00:09:31,220 +horizontal line, we are listing the three types of + +154 +00:09:31,220 --> 00:09:33,760 +sales relationships, beginning with transactional, + +155 +00:09:34,280 --> 00:09:37,900 +consultative, and enterprise. If we are going to + +156 +00:09:37,900 --> 00:09:40,540 +look at the vertical line, we are trying to + +157 +00:09:40,540 --> 00:09:43,360 +evaluate the three enhancement tools of + +158 +00:09:43,360 --> 00:09:45,900 +relationships, beginning with creating value and + +159 +00:09:45,900 --> 00:09:50,020 +ending with building trust. Now, each type of + +160 +00:09:50,020 --> 00:09:53,940 +relationship interprets these + +161 +00:09:53,940 --> 00:09:56,520 +enhancements differently. Well, let's examine this + +162 +00:09:56,520 --> 00:09:58,900 +scenario. Let's begin with the first enhancement: + +163 +00:09:59,280 --> 00:10:02,140 +creating value. In a transactional sales + +164 +00:10:02,140 --> 00:10:05,320 +relationship, they are saying creating value + +165 +00:10:05,320 --> 00:10:08,600 +means a good product that can be conveniently + +166 +00:10:08,600 --> 00:10:12,900 +purchased. In other words, they are saying if we + +167 +00:10:12,900 --> 00:10:15,760 +would like to create value for our product, this + +168 +00:10:15,760 --> 00:10:19,100 +means our product must be sold to the customer in + +169 +00:10:19,100 --> 00:10:21,900 +a convenient way. In other words, with less time, + +170 +00:10:22,240 --> 00:10:26,210 +less effort, and less cost. This is their + +171 +00:10:26,210 --> 00:10:29,250 +interpretation of creating value according to a + +172 +00:10:29,250 --> 00:10:32,850 +transactional relationship. If you are going to + +173 +00:10:32,850 --> 00:10:34,990 +ask the consultative relationship, "Do you + +174 +00:10:34,990 --> 00:10:37,110 +understand creating value in the same way?" they + +175 +00:10:37,110 --> 00:10:41,350 +will say no. They will say no. How do you + +176 +00:10:41,350 --> 00:10:43,710 +understand creating value? They will say, "A + +177 +00:10:43,710 --> 00:10:47,430 +solution to an important problem." Creating value + +178 +00:10:47,430 --> 00:10:51,230 +means a customer is suffering from a problem and + +179 +00:10:51,230 --> 00:10:54,030 +we should hurry up and find a solution for this + +180 +00:10:54,030 --> 00:10:58,210 +problem. This is the meaning of creating value. If + +181 +00:10:58,210 --> 00:11:00,290 +you are going to ask the same question of the + +182 +00:11:00,290 --> 00:11:02,870 +enterprise relationship, "Do you understand + +183 +00:11:02,870 --> 00:11:05,010 +creating value in the same way?" they will say also + +184 +00:11:05,010 --> 00:11:09,770 +no. Our understanding of creating value means a + +185 +00:11:09,770 --> 00:11:12,290 +supplier that will increase the shareholder value + +186 +00:11:12,290 --> 00:11:16,210 +of the organization. And remember, when we are + +187 +00:11:16,210 --> 00:11:18,990 +saying the word "shareholder," here we are referring + +188 +00:11:18,990 --> 00:11:23,610 +to the customer. So the customer is classified or + +189 +00:11:23,610 --> 00:11:26,570 +considered by the enterprise relationship to be a + +190 +00:11:26,570 --> 00:11:33,290 +partner. Because of that, we said "shareholder." + +191 +00:11:34,330 --> 00:11:37,370 +And look at this. When we are talking about the + +192 +00:11:37,370 --> 00:11:40,430 +relationship or creating value, the enterprise + +193 +00:11:40,430 --> 00:11:43,670 +relationship says, "We are not going to + +194 +00:11:43,670 --> 00:11:45,690 +create value in the eyes of the customer + +195 +00:11:45,690 --> 00:11:49,830 +according to specific goods or services. We are + +196 +00:11:49,830 --> 00:11:55,610 +going to create value for our organization + +197 +00:11:55,610 --> 00:12:00,190 +as a whole rather than for specific or individual + +198 +00:12:00,190 --> 00:12:03,600 +products or services here or there. In other + +199 +00:12:03,600 --> 00:12:07,080 +words, if our sales agency is going to disappear, + +200 +00:12:08,120 --> 00:12:10,920 +the work of this partner, the work of this + +201 +00:12: + +223 +00:13:28,750 --> 00:13:31,670 +What is the problem which they are suffering from? + +224 +00:13:32,750 --> 00:13:35,270 +So how am I going to meet the expectations of my + +225 +00:13:35,270 --> 00:13:39,050 +customers? By enabling them to understand what is + +226 +00:13:39,050 --> 00:13:42,630 +the exact problem. I am going to enable them to + +227 +00:13:42,630 --> 00:13:45,570 +identify their own problem. If you are able to do + +228 +00:13:45,570 --> 00:13:48,330 +that, this means you are meeting their expectations + +229 +00:13:48,330 --> 00:13:53,750 +according to a consultative relationship. But in the + +230 +00:13:53,750 --> 00:13:56,230 +enterprise, they are saying the situation is not in + +231 +00:13:56,230 --> 00:13:59,330 +this way. They are saying buyers' expectations are + +232 +00:13:59,330 --> 00:14:03,230 +strategic and long-term relationships for + +233 +00:14:03,230 --> 00:14:07,350 +achieving the objectives of our own customers. So + +234 +00:14:07,350 --> 00:14:10,230 +our relationships with our customers are + +235 +00:14:10,230 --> 00:14:15,090 +permanent, long-term, strategic. We are going to + +236 +00:14:15,090 --> 00:14:18,990 +enable our partner or customer to achieve their + +237 +00:14:18,990 --> 00:14:22,190 +own objectives. This is the meaning of meeting + +238 +00:14:22,190 --> 00:14:24,810 +expectations according to an enterprise + +239 +00:14:24,810 --> 00:14:28,130 +relationship. Let's come to the final one, the + +240 +00:14:28,130 --> 00:14:30,250 +final one we are referring to here is building trust. + +241 +00:14:31,010 --> 00:14:34,150 +Building trust, it is interpreted according to a + +242 +00:14:34,150 --> 00:14:36,890 +transactional relationship by saying a supplier + +243 +00:14:36,890 --> 00:14:41,530 +would do what has been promised. Walk the talk. If + +244 +00:14:41,530 --> 00:14:45,030 +you promise to do something on this date, this + +245 +00:14:45,030 --> 00:14:47,630 +means it must be fulfilled by you as a sales + +246 +00:14:47,630 --> 00:14:50,210 +agency if you would like to increase the trust + +247 +00:14:50,210 --> 00:14:54,760 +with the customer. But in the consultative, they are + +248 +00:14:54,760 --> 00:14:57,380 +saying the situation is not in this way. They are + +249 +00:14:57,380 --> 00:15:01,320 +saying building trust means a supplier will do + +250 +00:15:01,320 --> 00:15:05,280 +what is necessary to solve the problem. We are + +251 +00:15:05,280 --> 00:15:07,320 +looking for, we are pragmatists. Our customers are + +252 +00:15:07,320 --> 00:15:10,140 +looking for the solution. If you are able to + +253 +00:15:10,140 --> 00:15:13,400 +provide us with the solution, this means we are + +254 +00:15:13,400 --> 00:15:16,760 +going to trust you more and more. But the + +255 +00:15:16,760 --> 00:15:19,200 +enterprise relationship, they are saying a + +256 +00:15:19,200 --> 00:15:22,000 +supplier will do everything possible to increase + +257 +00:15:22,000 --> 00:15:26,220 +the buyer's competitive advantage. In other words, + +258 +00:15:27,340 --> 00:15:32,060 +we can gain the trust of our customers if we are + +259 +00:15:32,060 --> 00:15:37,940 +able to enable them to keep the status of being + +260 +00:15:37,940 --> 00:15:42,160 +competitive in the market. This means what? This + +261 +00:15:42,160 --> 00:15:44,540 +means we are looking at the customer as a partner + +262 +00:15:44,540 --> 00:15:47,520 +and the partner here might be an organization. + +263 +00:15:48,640 --> 00:15:52,420 +This organization cannot function in its work or do + +264 +00:15:52,420 --> 00:15:55,280 +its own business without returning back to us. + +265 +00:15:55,880 --> 00:15:58,980 +Why? Because we are providing them with strategic + +266 +00:15:58,980 --> 00:16:04,480 +vital products or services. Clear? It is not clear + +267 +00:16:04,480 --> 00:16:07,800 +enough. Let's give a tangible example. Look at + +268 +00:16:07,800 --> 00:16:11,590 +her. Imagine we are going to talk about the buyer + +269 +00:16:11,590 --> 00:16:15,830 +in the first two examples. The buyer here is our + +270 +00:16:15,830 --> 00:16:21,770 +university, IUG. In the first example, we are + +271 +00:16:21,770 --> 00:16:25,610 +going to look at, IUG is in bad need, for example, + +272 +00:16:25,790 --> 00:16:30,110 +for 100 or 1500 wooden seats. + +273 +00:16:34,310 --> 00:16:40,920 +Exactly. Let's ask ourselves this question. Buyer, + +274 +00:16:41,340 --> 00:16:43,680 +the IOG, are they going to have creating value + +275 +00:16:43,680 --> 00:16:46,480 +from these wooden seats? Of course. Without these + +276 +00:16:46,480 --> 00:16:49,060 +wooden seats, we cannot conduct our education + +277 +00:16:49,060 --> 00:16:53,000 +process. This is important. It is very important. + +278 +00:16:53,840 --> 00:16:57,120 +Second, we are going to find the manufacturer + +279 +00:16:57,120 --> 00:17:01,740 +here. The manufacturer is going to be the + +280 +00:17:01,740 --> 00:17:05,860 +supplier. The supplier is going to provide them + +281 +00:17:05,860 --> 00:17:09,120 +with the specifications of each kind of wooden + +282 +00:17:09,120 --> 00:17:12,260 +seat. What are the raw materials which are used? + +283 +00:17:12,980 --> 00:17:16,700 +In addition, the manufacturer will inform the IUG, + +284 +00:17:17,460 --> 00:17:20,900 +who is the buyer, where and when they are going to + +285 +00:17:20,900 --> 00:17:25,100 +deliver the shipment, the exact day, the exact day + +286 +00:17:25,100 --> 00:17:28,620 +and exact time and everything in a very clear way. + +287 +00:17:29,400 --> 00:17:33,100 +Later on, if this manufacturer provided the IUG + +288 +00:17:33,100 --> 00:17:39,560 +with these 1500 wooden seats, this means he was + +289 +00:17:39,560 --> 00:17:43,880 +able to create trust. Now, this kind of + +290 +00:17:43,880 --> 00:17:47,240 +relationship is considered to be transactional or + +291 +00:17:47,240 --> 00:17:51,540 +traditional. Why? Various reasons. Number one, we + +292 +00:17:51,540 --> 00:17:53,680 +are talking about a product which is considered to + +293 +00:17:53,680 --> 00:17:55,060 +be traditional. + +294 +00:17:58,830 --> 00:18:01,950 +Can this product be supplied to us by more than one + +295 +00:18:01,950 --> 00:18:06,270 +manufacturer? Of course. A second reason, we said + +296 +00:18:06,270 --> 00:18:09,270 +this example is based or founded on a traditional + +297 +00:18:09,270 --> 00:18:13,330 +relationship because it is not going to happen only + +298 +00:18:13,330 --> 00:18:17,710 +according to one word, which is demand. + +299 +00:18:19,970 --> 00:18:24,230 +If the buyer now demanded a kind of product or + +300 +00:18:24,230 --> 00:18:28,090 +service, this buyer will speak up and request it. + +301 +00:18:29,650 --> 00:18:33,390 +But if the buyer does not need or does not have this + +302 +00:18:33,390 --> 00:18:37,950 +demand, he or she will not contact you as a sales + +303 +00:18:37,950 --> 00:18:43,690 +agency. At the same time, remember this + +304 +00:18:43,690 --> 00:18:46,230 +manufacturer or according to this transactional + +305 +00:18:46,230 --> 00:18:49,870 +relationship, this manufacturer is not going to be + +306 +00:18:49,870 --> 00:18:53,610 +rich or poor if the IUG will not contact him or + +307 +00:18:53,610 --> 00:18:59,310 +her. Why? Exactly. We are talking about hundreds + +308 +00:18:59,310 --> 00:19:02,870 +and even thousands and thousands of customers. So + +309 +00:19:02,870 --> 00:19:05,870 +if IUG in this example, the buyer is not going to + +310 +00:19:05,870 --> 00:19:07,710 +contact them, that's fine. We are not going to be + +311 +00:19:07,710 --> 00:19:11,190 +influenced. Because of this, we are saying this + +312 +00:19:11,190 --> 00:19:14,070 +scenario is a transactional relationship. + +313 +00:19:17,810 --> 00:19:19,970 +Now let's go to the consultative relationship. + +314 +00:19:21,930 --> 00:19:25,370 +Let's imagine this scenario or this example. The + +315 +00:19:25,370 --> 00:19:29,140 +IUG here also is the buyer. This is the first + +316 +00:19:29,140 --> 00:19:32,680 +example, forget it now. In the second example, + +317 +00:19:32,840 --> 00:19:35,520 +also the IUG is the buyer. They would like, for + +318 +00:19:35,520 --> 00:19:39,800 +example, to connect Al Hidan building with + +319 +00:19:39,800 --> 00:19:42,680 +something called an internet network. + +320 +00:19:45,560 --> 00:19:48,080 +While they are trying to provide this building + +321 +00:19:48,080 --> 00:19:50,720 +with an efficient and effective internet network, + +322 +00:19:51,300 --> 00:19:55,450 +they encounter problems and troubles. They tried + +323 +00:19:55,450 --> 00:19:57,850 +to figure out what the problem was here, but they + +324 +00:19:57,850 --> 00:20:01,430 +could not figure it out. So what are they going to + +325 +00:20:01,430 --> 00:20:05,610 +do? They are going to ask a consultative internet + +326 +00:20:05,610 --> 00:20:08,930 +networking company to come and diagnose the + +327 +00:20:08,930 --> 00:20:09,510 +problem. + +328 +00:20:13,610 --> 00:20:17,920 +The problem is the filming. We are talking about a + +329 +00:20:17,920 --> 00:20:21,180 +scenario where the buyer is the IUG once again. + +330 +00:20:21,920 --> 00:20:24,320 +The IUG, for example, would like to install + +331 +00:20:24,320 --> 00:20:27,780 +an efficient and effective internet network in the + +332 +00:20:27,780 --> 00:20:31,260 +Heidan building. They tried to install this + +333 +00:20:31,260 --> 00:20:35,730 +network, but they could not do that. Why they + +334 +00:20:35,730 --> 00:20:38,890 +were not able to classify or identify what the + +335 +00:20:38,890 --> 00:20:43,350 +troubles or hindrances were which were preventing + +336 +00:20:43,350 --> 00:20:46,890 +the management of the IUG from installing this network. + +337 +00:20:48,030 --> 00:20:50,590 +So what are we going to do? We are going to + +338 +00:20:50,590 --> 00:20:53,470 +consult on this problem with a specialized internet + +339 +00:20:53,470 --> 00:20:56,830 +networking private company. This internet + +340 +00:20:56,830 --> 00:21:00,010 +networking private company will come to Al-Hidan + +341 +00:21:00,010 --> 00:21:01,870 +building where they are going to diagnose and + +342 +00:21:01,870 --> 00:21:07,130 +examine the building, according to each floor, and + +343 +00:21:07,130 --> 00:21:10,130 +later on they are going to figure out what the + +344 +00:21:10,130 --> 00:21:13,050 +major problem is and later on they will recommend the + +345 +00:21:13,050 --> 00:21:16,170 +solution and later on they will recommend the + +346 +00:21:16,170 --> 00:21:19,930 +solution. Now, the solution is offered by this + +347 +00:21:19,930 --> 00:21:23,210 +private company to the management of the IUG where + +348 +00:21:23,210 --> 00:21:28,380 +it is up to the IUG to take it or to leave it. Now, we + +349 +00:21:28,380 --> 00:21:31,500 +are talking here about a consultative relationship. It + +350 +00:21:31,500 --> 00:21:34,540 +is not going to happen or emerge unless if the + +351 +00:21:34,540 --> 00:21:38,420 +buyer is having exactly. So the keyword here is + +352 +00:21:38,420 --> 00:21:44,920 +problem. The keyword here is a problem. Your role + +353 +00:21:44,920 --> 00:21:47,960 +as a supplier or sales agency is to find this + +354 +00:21:47,960 --> 00:21:51,580 +suitable problem, to find or to solve this + +355 +00:21:51,580 --> 00:21:56,250 +problem. Now, let's talk now about the third one. + +356 +00:21:56,950 --> 00:22:00,010 +The third one here, when we are talking about + +357 +00:22:00,010 --> 00:22:02,490 +an enterprise relationship, the enterprise + +358 +00:22:02,490 --> 00:22:04,790 +relationship, as we said, is founded on the + +359 +00:22:04,790 --> 00:22:07,630 +partnership. When we are saying partnership, we + +360 +00:22:07,630 --> 00:22:10,610 +are talking about a long-term strategic + +361 +00:22:10,610 --> 00:22:15,230 +relationship, which means the buyer will be influenced + +362 +00:22:15,230 --> 00:22:18,850 +by the supplier and in turn, the supplier will be + +363 +00:22:18,850 --> 00:22:22,270 +influenced by the buyer. In contrast with + +364 +00:22:22,270 --> 00:22:26,670 +transactional. Exactly. Excellent. Now let's focus + +365 +00:22:26,670 --> 00:22:28,530 +on and give the third example for the enterprise + +366 +00:22:28,530 --> 00:22:31,550 +relationship. In the enterprise relationship, for + +367 +00:22:31,550 --> 00:22:33,970 +example, if you remember when we gave the example + +368 +00:22:33,970 --> 00:22:37,050 +about Al Aila Bakery and one of the egg + +369 +00:22:37,050 --> 00:22:40,810 +restaurants in Gaza. Here in the third example, we + +370 +00:22:40,810 --> 00:22:44,870 +are talking about the bakery. The bakery is + +371 +00:22:44,870 --> 00:22:47,990 +considered to be what? The buyer. The restaurant + +372 +00:22:47,990 --> 00:22:53,190 +here is the supplier. If you are going to talk + +373 +00:22:53,190 --> 00:22:56,610 +about the mutual transactions between these two + +374 +00:22:56,610 --> 00:22:59,530 +partners, they are frequent. What is the meaning of + +375 +00:22:59,530 --> 00:23:03,330 +they are frequent? They are permanent + +376 +00:23:03,330 --> 00:23:07,190 +and they are daily. Daily the bakery is going to + +377 +00:23:07,190 --> 00:23:09,630 +come and buy, sorry, the restaurant is going to + +378 +00:23:09,630 --> 00:23:12,690 +come. Now listen, the bakery here is the supplier, + +379 +00:23:13,350 --> 00:23:18,920 +sorry, and the restaurant is? Okay, the buyer, + +380 +00:23:19,060 --> 00:23:22,440 +sorry. And the restaurant is the buyer. So daily, + +381 +00:23:22,780 --> 00:23:26,700 +the restaurant is going to come and buy or + +382 +00:23:26,700 --> 00:23:30,540 +purchase bread from the bakery. So we are talking + +383 +00:23:30,540 --> 00:23:35,140 +about frequent transactions. Somebody is going to + +384 +00:23:35,140 --> 00:23:38,380 +say, is this a strategic relationship? Yes. Why? + +385 +00:23:39,240 --> 00:23:42,420 +Number one, it is a permanent relationship. It is + +386 +00:23:42,420 --> 00:23:45,530 +a continual one. Second, the restaurant cannot + +387 +00:23:45,530 --> 00:23:48,930 +function normally without purchasing this kind of + +388 +00:23:48,930 --> 00:23:52,930 +product, which is bread. Now remember also, + +389 +00:23:53,530 --> 00:23:55,750 +somebody is going to say, but restaurants can find + +390 +00:23:55,750 --> 00:23:58,670 +a substitute, can find an alternative. You are + +391 +00:23:58,670 --> 00:24:00,850 +right, but finding a permanent alternative is not + +392 +00:24:00,850 --> 00:24:04,120 +an easy thing. Why? First, we would like to test + +393 +00:24:04,120 --> 00:24:06,900 +and experiment with the bread product. Second, + +394 +00:24:07,060 --> 00:24:09,320 +we are going to reach a deal. Third, we are + +395 +00:24:09,320 --> 00:24:12,100 +going to reach an acceptable, reasonable price. + +396 +00:24:12,660 --> 00:24:15,940 +And so on and so on. So all these things are going + +397 +00:24:15,940 --> 00:24:18,530 +to influence the work of the restaurant. In + +398 +00:24:18,530 --> 00:24:22,070 +return, the bakery is interested in pushing and + +399 +00:24:22,070 --> 00:24:24,610 +sustaining the relationship with the restaurant. + +400 +00:24:24,810 --> 00:24:27,890 +Why? Because the restaurant is consuming a large + +401 +00:24:27,890 --> 00:24:31,570 +commodity or large commodities of this product + +402 +00:24:31,570 --> 00:24:35,350 +daily. Therefore, the restaurant is contributing + +403 +00:24:35,350 --> 00:24:39,030 +to the margin of profit of the bakery in a very + +404 +00:24:39,030 --> 00:24:43,050 +extensive way. So if it is an inexpensive way and + +405 +00:24:43,050 --> 00:24:46,490 +vice versa, here we are talking about a partnership + +406 +00:24:46,490 --> 00:24:48,830 +relationship or we call it an enterprise + +407 +00:24:48,830 --> 00:24:54,190 +relationship. Enterprise relationship. So if one + +408 +00:24:54,190 --> 00:24:55,750 +of them is absent from the scene of the + +409 +00:24:55,750 --> 00:25:00,770 +transaction, one of them will be injured. And this + +410 +00:25:00,770 --> 00:25:05,050 +injury might be dangerous to the degree that he or + +411 +00:25:05,050 --> 00:25:08,490 +she will lose its competitive advantage. + +412 +00:25:11,060 --> 00:25:14,340 +Any questions or comments about this? So these are + +413 +00:25:14,340 --> 00:25:17,520 +the three types of sales relationships and how + +414 +00:25:17,520 --> 00:25:20,120 +they are looking at the enhancement tools which + +415 +00:25:20,120 --> 00:25:24,060 +are creating value, number two meeting expectations + +416 +00:25:24,060 --> 00:25:28,020 +and finally building trust. Any questions or + +417 +00:25:28,020 --> 00:25:32,300 +comments about this? Now let's move on. Let's + +418 +00:25:32,300 --> 00:25:35,100 +summarize what we have said now with + +445 +00:27:23,100 --> 00:27:28,440 +and long-term relationship. + +446 +00:27:29,900 --> 00:27:33,160 +When we are saying permanent, it is continuous, it + +447 +00:27:33,160 --> 00:27:35,340 +is strategic, it is long-term. Because of this, we + +448 +00:27:35,340 --> 00:27:38,640 +are talking about an extended line rather than + +449 +00:27:38,640 --> 00:27:42,280 +an interrupted one. An extended line rather than + +450 +00:27:42,280 --> 00:27:45,690 +an interrupted one. If you are going to look at the + +451 +00:27:45,690 --> 00:27:49,150 +customer value according to the consultative + +452 +00:27:49,150 --> 00:27:52,590 +relationship, this customer value has a medium + +453 +00:27:52,590 --> 00:27:57,450 +value. Medium. And the relationship here is + +454 +00:27:57,450 --> 00:28:01,230 +depicted by interrupted lines. Because of this, we + +455 +00:28:01,230 --> 00:28:05,190 +are saying it is interrupted. It means what? It is + +456 +00:28:05,190 --> 00:28:14,600 +semi-permanent and semi-strategic. And semi means + +457 +00:28:14,600 --> 00:28:15,360 +long-term. + +458 +00:28:20,000 --> 00:28:22,360 +And Allah in the word semi. + +459 +00:28:24,320 --> 00:28:30,160 +Semi means almost, but isn't complete. Exactly. + +460 +00:28:31,480 --> 00:28:34,260 +Now if you are going to talk about the customer + +461 +00:28:34,260 --> 00:28:36,820 +value in the eyes of the transactional relationship, + +462 +00:28:37,520 --> 00:28:43,930 +it is very low. Therefore, this low relationship, + +463 +00:28:44,310 --> 00:28:48,110 +we refer to it by interrupted even points rather + +464 +00:28:48,110 --> 00:28:50,890 +than interrupted lines, which means the + +465 +00:28:50,890 --> 00:28:53,870 +relationship is weaker than the consultative one. + +466 +00:28:55,110 --> 00:28:57,610 +Here we are referring to points rather than + +467 +00:28:57,610 --> 00:29:03,770 +interrupted lines. Okay? Now, so the relationship + +468 +00:29:03,770 --> 00:29:12,430 +here is short-term, temporally, and non- + +469 +00:29:12,430 --> 00:29:21,230 +strategic. Now let's ask you a + +470 +00:29:21,230 --> 00:29:24,610 +final question about this diagram, which is why in + +471 +00:29:24,610 --> 00:29:27,790 +the purchasing decision within the consultative + +472 +00:29:27,790 --> 00:29:30,170 +relationship, why the role here is very limited + +473 +00:29:30,170 --> 00:29:37,510 +regarding the customer value. Go on. + +474 +00:29:42,150 --> 00:29:51,990 +offer for the customer and also excellent + +475 +00:29:51,990 --> 00:29:58,510 +excellent; the final decision-making for adopting + +476 +00:29:58,510 --> 00:30:02,430 +this solution is for the customer. We are providing + +477 +00:30:02,430 --> 00:30:05,570 +him with our own consultancy; what's up to the customer + +478 +00:30:05,570 --> 00:30:08,760 +to take it or to leave it. Because of this, we said + +479 +00:30:08,760 --> 00:30:11,800 +the role here in the purchasing decision is very + +480 +00:30:11,800 --> 00:30:15,220 +limited. Exactly, or it is down. Good. This is the + +481 +00:30:15,220 --> 00:30:19,500 +answer. Any question? Any comments about this? Any + +482 +00:30:19,500 --> 00:30:22,400 +question? Any comments? These things are very + +483 +00:30:22,400 --> 00:30:27,360 +important; they are very important. Any questions? + +484 +00:30:27,360 --> 00:30:31,880 +Any comments about the diagram? Move on. Okay, let's + +485 +00:30:31,880 --> 00:30:35,640 +move on. Let's conclude today's class by the + +486 +00:30:35,640 --> 00:30:43,540 +following. Now listen, remember: if we would + +487 +00:30:43,540 --> 00:30:47,040 +like to create a strong, successful salesperson, + +488 +00:30:47,760 --> 00:30:50,240 +this salesperson must be able to draw something + +489 +00:30:50,240 --> 00:30:51,700 +called sales estimates. + +490 +00:30:54,100 --> 00:30:58,180 +In other words, the salesperson must have the + +491 +00:30:58,180 --> 00:31:00,980 +experience, must have the training to draw + +492 +00:31:00,980 --> 00:31:05,840 +accurate estimations of sales value which he or she + +493 +00:31:05,840 --> 00:31:09,860 +is going to do. Clear? Because of this, we are + +494 +00:31:09,860 --> 00:31:12,920 +saying the majority of salespeople's estimates of + +495 +00:31:12,920 --> 00:31:15,520 +expected performance levels are not very accurate + +496 +00:31:15,520 --> 00:31:20,860 +with a margin of error of 50%. This means the + +497 +00:31:20,860 --> 00:31:22,960 +majority of salespeople are suffering from + +498 +00:31:22,960 --> 00:31:28,140 +this area. They cannot conclude or draw concrete + +499 +00:31:28,140 --> 00:31:32,020 +solid estimations. Why? For various reasons. We + +500 +00:31:32,020 --> 00:31:35,490 +will talk about them later on. Second, the + +501 +00:31:35,490 --> 00:31:38,330 +performance of individual salespeople is directly + +502 +00:31:38,330 --> 00:31:40,410 +related to the accuracy of their estimates. + +503 +00:31:40,970 --> 00:31:44,390 +Meaning, the more your estimates are going to be + +504 +00:31:44,390 --> 00:31:47,290 +correct, the more your performance will increase. + +505 +00:31:47,910 --> 00:31:51,650 +The converse is correct. The less accuracy of + +506 +00:31:51,650 --> 00:31:54,090 +your estimation you will have, the less sales + +507 +00:31:54,090 --> 00:31:59,390 +performance you will get. The less performance in + +508 +00:31:59,390 --> 00:32:03,710 +sales you will get. It is an inverse relationship. + +509 +00:32:05,260 --> 00:32:08,860 +Any questions? Any comments? Now let's go on + +510 +00:32:08,860 --> 00:32:13,060 +regarding this: your performance in sales will + +511 +00:32:13,060 --> 00:32:19,540 +increase if your estimation was accurate, and vice + +512 +00:32:19,540 --> 00:32:25,040 +versa; if your accuracy in your estimation is down, + +513 +00:32:25,040 --> 00:32:27,560 +your performance in sales will be down as well. + +514 +00:32:31,900 --> 00:32:34,960 +The third thing, this is for you, I need somebody + +515 +00:32:34,960 --> 00:32:38,060 +to ask why I'm going to give her a bonus if she's + +516 +00:32:38,060 --> 00:32:40,520 +going to answer or if she's going to interpret + +517 +00:32:41,080 --> 00:32:46,760 +what the meaning of this is and why. Who would + +518 +00:32:46,760 --> 00:32:47,800 +allow you to take this initiative? + +519 +00:32:52,980 --> 00:32:53,580 +Go on. + +520 +00:33:00,820 --> 00:33:04,750 +This one. What's the meaning of it? And why? + +521 +00:33:08,930 --> 00:33:12,710 +Two points bonus. Telemarketers are normally + +522 +00:33:12,710 --> 00:33:16,510 +insiders. No, no, no. Okay, okay. We consider them + +523 +00:33:16,510 --> 00:33:20,250 +insiders. Okay, I have three points. Farah. Okay, + +524 +00:33:20,570 --> 00:33:22,850 +I'm not sure, but I think this relates to something + +525 +00:33:22,850 --> 00:33:26,610 +related to the telemarketers that are outside, said + +526 +00:33:26,610 --> 00:33:28,870 +such people as you said that they are the ones + +527 +00:33:38,740 --> 00:33:41,700 +So they are making something called field sales. + +528 +00:33:42,140 --> 00:33:45,200 +So they might knock on doors or they might be in + +529 +00:33:45,200 --> 00:33:48,140 +the markets themselves. These are the outsiders. + +530 +00:33:48,820 --> 00:33:53,740 +But the insiders are the telemarketers, + +531 +00:33:53,900 --> 00:33:59,580 +which means, which means they are salespeople + +532 +00:33:59,580 --> 00:34:02,720 +who are using the internet, telephone, cell phone, + +533 +00:34:02,900 --> 00:34:06,380 +email communications with potential customers. + +534 +00:34:07,000 --> 00:34:09,300 +This is the meaning of this. Why are they more + +535 +00:34:09,300 --> 00:34:11,800 +accurate than telemarketers? I'm not sure, but + +536 +00:34:11,800 --> 00:34:15,020 +telemarketers are more accurate because their + +537 +00:34:15,020 --> 00:34:18,660 +expectations + +538 +00:34:18,660 --> 00:34:23,740 +might be better because customers respond to + +539 +00:34:23,740 --> 00:34:25,740 +the telemarketer more than to sell the product. + +540 +00:34:27,660 --> 00:34:30,380 +Why? Why is this? Why don't people in the field + +541 +00:34:30,440 --> 00:34:35,120 +respond to them? Why? Gone, + +542 +00:34:35,220 --> 00:34:40,160 +gone. I'm not sure also, but maybe because the + +543 +00:34:40,160 --> 00:34:43,040 +outside sales people are not always looking at the + +544 +00:34:43,040 --> 00:34:45,820 +records, but if anyone says you might have surveys + +545 +00:34:45,820 --> 00:34:52,230 +that you know this phone number is for. So the data + +546 +00:34:52,230 --> 00:34:55,130 +according to which telemarketers are working are + +547 +00:34:55,130 --> 00:34:58,290 +more accurate than the data of the field sales people. + +548 +00:34:58,550 --> 00:35:01,370 +This is one reason. Another reason? Maybe the + +549 +00:35:01,370 --> 00:35:05,150 +outside salesperson is voluntary. They go + +550 +00:35:05,150 --> 00:35:09,990 +to homes just to sell. Okay. The suppliers are not + +551 +00:35:09,990 --> 00:35:13,850 +paying them. But the telemarketer maybe they + +552 +00:35:13,850 --> 00:35:22,380 +gain a rent. Let's paraphrase it. How? Make a + +553 +00:35:22,380 --> 00:35:27,720 +telephone call with a loyal customer or current + +554 +00:35:27,720 --> 00:35:31,900 +customer of a specific organization, not any + +555 +00:35:31,900 --> 00:35:37,360 +customer in the street. Okay. So we make a + +556 +00:35:37,360 --> 00:35:41,260 +telephone call with a current customer, you know if he + +557 +00:35:41,260 --> 00:35:44,340 +will buy or will be loyal or not. And why the + +558 +00:35:44,340 --> 00:35:46,500 +field sales people? We do not know if he is going to buy or not? + +559 +00:35:47,430 --> 00:35:52,050 +Because they know that the profile of this customer + +560 +00:35:52,050 --> 00:35:56,030 +will be loyal or not loyal. Not exactly. Final + +561 +00:35:56,030 --> 00:35:58,470 +word, Hanin. Because most of them don't know much + +562 +00:35:58,470 --> 00:36:02,130 +about the organization. They don't know much about + +563 +00:36:02,130 --> 00:36:04,750 +inside selling and the organization and the + +564 +00:36:04,750 --> 00:36:07,190 +status of the organization and the outsiders. But + +565 +00:36:07,190 --> 00:36:09,570 +the outside sales people know limited information + +566 +00:36:09,570 --> 00:36:12,870 +about just the outside environment. Generally + +567 +00:36:12,870 --> 00:36:15,070 +good. Now listen. Let's sum up because of the + +568 +00:36:15,070 --> 00:36:18,970 +time. So the first reason, as Farah said, all the + +569 +00:36:18,970 --> 00:36:23,830 +time, remember, the telemarketers are going to + +570 +00:36:23,830 --> 00:36:27,670 +work according to specific and accurate data than + +571 +00:36:27,670 --> 00:36:32,590 +the data used by the field sales people. Reason + +572 +00:36:32,590 --> 00:36:37,090 +number two, which is more important, look at this: if + +573 +00:36:37,090 --> 00:36:40,210 +somebody is going to phone you, for example, from + +574 +00:36:40,210 --> 00:36:42,470 +the Palestinian Telecommunication Company or from + +575 +00:36:42,470 --> 00:36:46,410 +a fusion company or from Hadara company, he or she is + +576 +00:36:46,410 --> 00:36:49,670 +going to offer you: "Hi customer, we would like to + +577 +00:36:49,670 --> 00:36:53,330 +offer you, for example, a two-megabyte internet + +578 +00:36:53,330 --> 00:36:58,210 +capacity with the same price of one megabyte. Are + +579 +00:36:58,210 --> 00:37:01,190 +you going to approve or disapprove?" We are going + +580 +00:37:01,190 --> 00:37:03,990 +to approve or disapprove precisely, accurately, and + +581 +00:37:03,990 --> 00:37:08,030 +clearly. Why? Various reasons. First, we do + +582 +00:37:08,030 --> 00:37:11,390 +not know this salesperson. Second, he doesn't know + +583 +00:37:11,390 --> 00:37:15,630 +us. Third, we do not feel shy. Fourth, we are not + +584 +00:37:15,630 --> 00:37:20,810 +under pressure. Fifth, we do not care. Sixth, the + +585 +00:37:20,810 --> 00:37:23,370 +respondent, the salesperson, would like to have a + +586 +00:37:23,370 --> 00:37:28,090 +final answer, yes or no. This is in contrast with + +587 +00:37:28,090 --> 00:37:31,690 +what? Sales in the field. In field sales, we + +588 +00:37:31,690 --> 00:37:34,250 +are going to talk about face-to-face interaction, eye contact, + +589 +00:37:34,750 --> 00:37:37,510 +the possibility of shyness, the possibility of politeness, + +590 +00:37:38,010 --> 00:37:41,130 +we will see, we will cover this. "Here is my number and + +591 +00:37:41,130 --> 00:37:43,790 +we will be in touch." Therefore, the answers are + +592 +00:37:43,790 --> 00:37:46,760 +not clear-cut. So if the answers are not clear- + +593 +00:37:46,760 --> 00:37:50,300 +cut, this means this is going to lead to wrong + +594 +00:37:50,300 --> 00:37:52,400 +estimations or wrong calculations of this + +595 +00:37:52,400 --> 00:37:56,760 +estimation. Why? The feedback and the data which + +596 +00:37:56,760 --> 00:37:59,260 +we are receiving from the mouths of our customers + +597 +00:37:59,560 --> 00:38:02,380 +are not clear-cut; they are something in + +598 +00:38:02,380 --> 00:38:05,480 +between. Why? Various reasons. This reason might + +599 +00:38:05,480 --> 00:38:09,200 +be shyness, politeness; we are under pressure; not + +600 +00:38:09,200 --> 00:38:12,040 +a clear answer; we will see; here is our phone + +601 +00:38:12,040 --> 00:38:14,260 +number; we will contact you if we need you. + +602 +00:38:14,720 --> 00:38:17,900 +Therefore, these things might push us to make an + +603 +00:38:17,900 --> 00:38:22,020 +inaccurate calculation for our own sales estimations. + +604 +00:38:23,240 --> 00:38:27,160 +But in a telephone or cellphone call, we are going to + +605 +00:38:27,160 --> 00:38:30,480 +need a final answer, yes or no, before we will + +606 +00:38:30,480 --> 00:38:34,970 +conclude our telephone or phone conversation. Do + +607 +00:38:34,970 --> 00:38:37,690 +you agree with me or not? Any questions or comments + +608 +00:38:37,690 --> 00:38:40,810 +about this? Now, by this we are saying goodbye for + +609 +00:38:40,810 --> 00:38:44,720 +chapter number four of this class, stuff for chapter + +610 +00:38:44,720 --> 00:38:48,120 +four. But a final thing: always remember experience + +611 +00:38:48,120 --> 00:38:51,760 +and salesperson age and their training; both of + +612 +00:38:51,760 --> 00:38:53,920 +them contribute to calculating more + +613 +00:38:53,920 --> 00:38:57,560 +accurately our estimations. So the more experience + +614 +00:38:57,560 --> 00:38:59,780 +you are going to get, the more accuracy you will + +615 +00:38:59,780 --> 00:39:03,040 +receive regarding your estimation. The same thing + +616 +00:39:03,040 --> 00:39:05,240 +with the training; the same thing with the age. + +617 +00:39:05,240 --> 00:39:08,080 +Any questions? Any comments about today's class? Now, + +618 +00:39:08,080 --> 00:39:10,700 +next time, Insha'Allah, on Monday, we are going to + +619 +00:39:10,700 --> 00:39:14,240 +conclude chapter number four. By this we are saying + +620 +00:39:14,240 --> 00:39:14,920 +goodbye. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..c8d41fbebdf96f03e74e0dacace6bf2d2e39969a --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_postprocess.srt @@ -0,0 +1,2480 @@ +1 +00:00:21,160 --> 00:00:25,020 +Good morning. Inshallah today we are going to talk + +2 +00:00:25,020 --> 00:00:30,080 +about something called considerations for creating + +3 +00:00:30,080 --> 00:00:33,940 +a kind of partnership. Also in the second part of + +4 +00:00:33,940 --> 00:00:36,380 +the class we will consider and discuss something + +5 +00:00:36,380 --> 00:00:39,700 +called enhancements, the methods or the approaches + +6 +00:00:39,700 --> 00:00:42,060 +by which we can enhance or improve our + +7 +00:00:42,060 --> 00:00:45,540 +relationship with our own customers. Now let's + +8 +00:00:45,540 --> 00:00:48,220 +begin with the first part of today's class. We are + +9 +00:00:48,220 --> 00:00:49,980 +going to talk about something called consideration + +10 +00:00:49,980 --> 00:00:52,900 +when choosing a partner. Somebody is going to say + +11 +00:00:52,900 --> 00:00:55,460 +why selecting or picking up a partner is something + +12 +00:00:55,460 --> 00:00:59,000 +vital in the world of business. Nowadays all the + +13 +00:00:59,000 --> 00:01:01,480 +time we have to remember many of the projects we + +14 +00:01:01,480 --> 00:01:06,020 +call them venture projects. What's the meaning of + +15 +00:01:06,020 --> 00:01:10,500 +venture projects? Exactly, we are talking about + +16 +00:01:10,500 --> 00:01:13,620 +big business projects which are going to be + +17 +00:01:13,620 --> 00:01:17,340 +worldwide. In other words, we can see them in + +18 +00:01:17,340 --> 00:01:20,260 +every content on the face of the earth. So if you + +19 +00:01:20,260 --> 00:01:22,420 +are talking about very huge adventure projects, + +20 +00:01:22,820 --> 00:01:25,780 +this means these projects cannot be implemented + +21 +00:01:25,780 --> 00:01:28,780 +without something called a kind or a pattern of + +22 +00:01:28,780 --> 00:01:32,510 +partnership. So to select or to pick up a partner + +23 +00:01:32,510 --> 00:01:34,490 +for your own business is considered to be + +24 +00:01:34,490 --> 00:01:37,070 +something vital, which is going to benefit you. + +25 +00:01:38,170 --> 00:01:42,690 +Therefore, let's discuss our first point today. If + +26 +00:01:42,690 --> 00:01:45,470 +you are classified to be a manager of a sales + +27 +00:01:45,470 --> 00:01:49,450 +agency or a business company, you received an + +28 +00:01:49,450 --> 00:01:53,290 +offer to have a partner in the field of your + +29 +00:01:53,290 --> 00:01:58,020 +business. Of course, as the manager, you have to + +30 +00:01:58,020 --> 00:02:00,140 +think of the matter and you have to decide later + +31 +00:02:00,140 --> 00:02:03,840 +on. How am I going to build my decision to approve + +32 +00:02:03,840 --> 00:02:07,760 +or disapprove this offer of partnership? I'm going + +33 +00:02:07,760 --> 00:02:10,680 +to approve or disapprove according to four major + +34 +00:02:10,680 --> 00:02:14,460 +considerations. Consideration number one, I'm + +35 +00:02:14,460 --> 00:02:20,160 +going to ask myself, first, is this offered + +36 +00:02:20,160 --> 00:02:24,430 +partner providing to me and to my business company + +37 +00:02:24,430 --> 00:02:27,770 +something called potential impact. When we are + +38 +00:02:27,770 --> 00:02:30,150 +saying potential impact, we are referring to this + +39 +00:02:30,150 --> 00:02:35,690 +word, real value. Can this partner offer me a real + +40 +00:02:35,690 --> 00:02:38,310 +value for my own business? Can I benefit from him + +41 +00:02:38,310 --> 00:02:43,130 +or her? If the question is yes, this means I am + +42 +00:02:43,130 --> 00:02:44,970 +going to be more linear to approve this + +43 +00:02:44,970 --> 00:02:48,950 +partnership. If the answer is no, this means I'm + +44 +00:02:48,950 --> 00:02:54,110 +not going to approve this kind of partnership. Is + +45 +00:02:54,110 --> 00:02:58,010 +this the only factor of consideration? No. We are + +46 +00:02:58,010 --> 00:03:00,870 +going to talk about the second one which is common + +47 +00:03:00,870 --> 00:03:04,790 +values or the word common values. We are referring + +48 +00:03:04,790 --> 00:03:08,210 +to + +49 +00:03:08,210 --> 00:03:13,090 +the values which I believe in and the values which + +50 +00:03:13,090 --> 00:03:17,060 +my expected partners to believe in. If the values + +51 +00:03:17,060 --> 00:03:19,540 +are common and we are sharing the same values, + +52 +00:03:20,060 --> 00:03:23,420 +this is going to incite me to be more linear to + +53 +00:03:23,420 --> 00:03:27,260 +approve this partnership offer. But if the values + +54 +00:03:27,260 --> 00:03:31,120 +are different, this means this is going to incite + +55 +00:03:31,120 --> 00:03:36,520 +me to be rejecting this kind of partnership. The + +56 +00:03:36,520 --> 00:03:38,940 +third part of the relationship, we called it good + +57 +00:03:38,940 --> 00:03:42,340 +environment for partnership. When we say good + +58 +00:03:42,340 --> 00:03:45,000 +environment, this means I'm going to talk about + +59 +00:03:45,000 --> 00:03:48,500 +something called long-term relationship. In other + +60 +00:03:48,500 --> 00:03:55,240 +words, this kind of partnership, is it going to + +61 +00:03:55,240 --> 00:03:58,420 +force me to talk about or to be involved in a + +62 +00:03:58,420 --> 00:04:01,440 +strategic long-term relationship? Are we going to + +63 +00:04:01,440 --> 00:04:04,940 +benefit from one another often daily or throughout + +64 +00:04:04,940 --> 00:04:08,910 +the year? All these questions must be answered. If + +65 +00:04:08,910 --> 00:04:12,110 +the dependence on this partner is often and + +66 +00:04:12,110 --> 00:04:15,830 +frequent, this is going to incite us once again to + +67 +00:04:15,830 --> 00:04:20,470 +approve the partnership. But if the dependence on + +68 +00:04:20,470 --> 00:04:25,070 +this expected partner is infrequent, this means we + +69 +00:04:25,070 --> 00:04:27,090 +are going to be more linear to reject this + +70 +00:04:27,090 --> 00:04:31,250 +partnership. The final consideration, we called it + +71 +00:04:31,250 --> 00:04:34,470 +consistency with supplier's goal. All the time + +72 +00:04:34,470 --> 00:04:37,430 +remember, we have to look for the goals of these + +73 +00:04:37,430 --> 00:04:41,170 +partners and we have to examine our own goals. if + +74 +00:04:41,170 --> 00:04:44,870 +the two kinds of goals are beating one another + +75 +00:04:44,870 --> 00:04:48,050 +this means this is going to be another supportive + +76 +00:04:48,050 --> 00:04:51,410 +factor or consideration to approve this kind of + +77 +00:04:51,410 --> 00:04:55,010 +partnership so to sum up before we are going to + +78 +00:04:55,010 --> 00:04:57,710 +approve any offer of partnership we are going to + +79 +00:04:57,710 --> 00:05:00,390 +evaluate this offer according to four factors or + +80 +00:05:00,390 --> 00:05:05,130 +four considerations number one is our partner + +81 +00:05:05,130 --> 00:05:10,010 +having a potential impact if it is yes Then we are + +82 +00:05:10,010 --> 00:05:13,530 +going to the second. Are we talking about shared + +83 +00:05:13,530 --> 00:05:16,670 +common values between me as a business and him or + +84 +00:05:16,670 --> 00:05:19,570 +her as another partner? If the answer is yes, we + +85 +00:05:19,570 --> 00:05:22,350 +are going to go to the second. If we are talking + +86 +00:05:22,350 --> 00:05:24,850 +about good environment for this partnership, which + +87 +00:05:24,850 --> 00:05:27,450 +means are we talking about long-term relationship + +88 +00:05:27,450 --> 00:05:31,320 +with frequent dependence on one another? If there + +89 +00:05:31,320 --> 00:05:33,700 +is a kind of frequent dependence on one another, + +90 +00:05:34,260 --> 00:05:37,080 +then we can say yes there is a good environment + +91 +00:05:37,080 --> 00:05:39,960 +for this partnership. If the answer is yes, we + +92 +00:05:39,960 --> 00:05:43,460 +will go on finally to the goals. Are we talking + +93 +00:05:43,460 --> 00:05:46,480 +about shared goals for both businesses? If the + +94 +00:05:46,480 --> 00:05:50,570 +answer is yes, then the management might implement + +95 +00:05:50,570 --> 00:05:54,350 +and approve this offer of partnership. But if one + +96 +00:05:54,350 --> 00:05:59,530 +of these considerations, its answer is no, then I + +97 +00:05:59,530 --> 00:06:02,930 +have to reconsider this offer. We do not want to + +98 +00:06:02,930 --> 00:06:04,790 +say to reject, we would like to say to reconsider. + +99 +00:06:05,310 --> 00:06:07,950 +We would like to think about it in a very deeper + +100 +00:06:07,950 --> 00:06:11,790 +way. Okay, any question or comments about this? + +101 +00:06:12,310 --> 00:06:17,090 +Okay, let's go to the second. Now listen, here we + +102 +00:06:17,090 --> 00:06:23,430 +are talking about At home, if you would like to + +103 +00:06:23,430 --> 00:06:26,810 +make a meal or if you'd like to cook, sometimes we + +104 +00:06:26,810 --> 00:06:29,870 +are going to look at various tools by which we can + +105 +00:06:29,870 --> 00:06:34,030 +enhance the taste of this meal. Therefore, we + +106 +00:06:34,030 --> 00:06:38,410 +might pick up different kinds of seasonings. + +107 +00:06:39,410 --> 00:06:43,150 +The same thing with the relationship with the + +108 +00:06:43,150 --> 00:06:46,850 +buyer. We have to look for seasonings. We call + +109 +00:06:46,850 --> 00:06:51,150 +these seasonings by enhancement tools. To enhance + +110 +00:06:51,150 --> 00:06:55,450 +means to improve. Therefore, all sales agencies, + +111 +00:06:55,690 --> 00:06:58,450 +they are going to do their best in order to create + +112 +00:06:58,450 --> 00:07:03,090 +three kinds of enhancement tools. How we can + +113 +00:07:03,090 --> 00:07:05,170 +enhance our relationship with our own customers? + +114 +00:07:05,390 --> 00:07:09,990 +By three simple tools. Number one, each business + +115 +00:07:09,990 --> 00:07:14,310 +or sales company must create a value for its own + +116 +00:07:14,310 --> 00:07:17,130 +product or service in the eyes and in the hearts + +117 +00:07:17,130 --> 00:07:22,040 +of the customers. In other words, if the customer + +118 +00:07:22,040 --> 00:07:27,400 +feels that there is a strong value behind + +119 +00:07:27,400 --> 00:07:31,580 +purchasing your product or service, this means we + +120 +00:07:31,580 --> 00:07:35,920 +are able to create a value. A second enhancement + +121 +00:07:35,920 --> 00:07:39,200 +tool is meeting expectation, which means measure + +122 +00:07:39,200 --> 00:07:42,960 +of performance levels. The customers they are + +123 +00:07:42,960 --> 00:07:45,040 +going to look at measure our own performance as a + +124 +00:07:45,040 --> 00:07:49,550 +sales agency. If our performance is good, This + +125 +00:07:49,550 --> 00:07:52,290 +means we are expected or we are meeting or + +126 +00:07:52,290 --> 00:07:56,390 +satisfying the expectations of the customer. The + +127 +00:07:56,390 --> 00:07:58,890 +third kind of enhancement, we call it building + +128 +00:07:58,890 --> 00:08:03,670 +trust. Building trust means, me as a sales agency, + +129 +00:08:04,150 --> 00:08:07,710 +I have to walk the talk. What's the meaning of I + +130 +00:08:07,710 --> 00:08:11,350 +have to walk the talk? What I say must be done by + +131 +00:08:11,350 --> 00:08:15,020 +me. in the front of the eyes of our own customer. + +132 +00:08:15,600 --> 00:08:18,860 +So these are the three strategies or tools by + +133 +00:08:18,860 --> 00:08:22,720 +which we can enhance or improve or reinforce our + +134 +00:08:22,720 --> 00:08:25,220 +relationship with our own customers or accounts. + +135 +00:08:26,380 --> 00:08:29,840 +Now, the question which we should ask ourselves + +136 +00:08:29,840 --> 00:08:34,360 +now is the following. If we are going to ask you + +137 +00:08:34,360 --> 00:08:37,380 +before that another question, how many types of + +138 +00:08:37,380 --> 00:08:39,040 +relationships, sales relationships, do we have + +139 +00:08:39,040 --> 00:08:41,560 +with customers? Three types. What are these? + +140 +00:08:42,920 --> 00:08:46,120 +Excellent. Excellent Haneen. So we are talking + +141 +00:08:46,120 --> 00:08:48,200 +about three types of sales relationship. + +142 +00:08:49,000 --> 00:08:52,280 +Transactional which means traditional. Second one + +143 +00:08:52,280 --> 00:08:54,720 +consultative. The final one enterprise + +144 +00:08:54,720 --> 00:08:59,040 +relationship. The enterprise relationship, look at + +145 +00:08:59,040 --> 00:09:02,930 +here. This is the enterprise relationship which is + +146 +00:09:02,930 --> 00:09:06,270 +built on partnership. We will talk about this in a + +147 +00:09:06,270 --> 00:09:09,770 +very detailed way after a while. Now, each kind, + +148 +00:09:09,930 --> 00:09:13,050 +each type of sales relationship, they are + +149 +00:09:13,050 --> 00:09:16,790 +interpreting this kind of tools of enhancements in + +150 +00:09:16,790 --> 00:09:21,570 +different ways or in different ways. Let's examine + +151 +00:09:21,570 --> 00:09:24,490 +this thing. So if you are going to look at the + +152 +00:09:24,490 --> 00:09:27,700 +board, we are going to look at here. In the + +153 +00:09:27,700 --> 00:09:31,220 +horizontal line, we are listing the three types of + +154 +00:09:31,220 --> 00:09:33,760 +sales relationships, beginning from transactional, + +155 +00:09:34,280 --> 00:09:37,900 +consultative and enterprise. If we are going to + +156 +00:09:37,900 --> 00:09:40,540 +look at the vertical line, we are trying to + +157 +00:09:40,540 --> 00:09:43,360 +evaluate the three tools of enhancement of + +158 +00:09:43,360 --> 00:09:45,900 +relationships, beginning from creating value and + +159 +00:09:45,900 --> 00:09:50,020 +concluding by building trust. Now, each type of + +160 +00:09:50,020 --> 00:09:53,940 +relationship, they are interpreting this kind of + +161 +00:09:53,940 --> 00:09:56,520 +enhancement differently. Well, let's examine this + +162 +00:09:56,520 --> 00:09:58,900 +scenario. Let's begin with the first enhancement, + +163 +00:09:59,280 --> 00:10:02,140 +creating value. A transaction and sales + +164 +00:10:02,140 --> 00:10:05,320 +relationship, they are saying, creating value + +165 +00:10:05,320 --> 00:10:08,600 +means a good product that can be conveniently + +166 +00:10:08,600 --> 00:10:12,900 +purchased. In other words, they are saying, if we + +167 +00:10:12,900 --> 00:10:15,760 +would like to create value for our product, this + +168 +00:10:15,760 --> 00:10:19,100 +means our product must be sold to the customer in + +169 +00:10:19,100 --> 00:10:21,900 +a convenient way. In other words, with less time, + +170 +00:10:22,240 --> 00:10:26,210 +less effort and less cost. This is their + +171 +00:10:26,210 --> 00:10:29,250 +interpretation for creating value according to + +172 +00:10:29,250 --> 00:10:32,850 +transactional relationship. If you are going to + +173 +00:10:32,850 --> 00:10:34,990 +ask the consultative relationship, are you + +174 +00:10:34,990 --> 00:10:37,110 +understanding creating value in the same way, they + +175 +00:10:37,110 --> 00:10:41,350 +will say no. They will say no. How you are + +176 +00:10:41,350 --> 00:10:43,710 +understanding creating value? They will say a + +177 +00:10:43,710 --> 00:10:47,430 +solution to an important problem. Creating value + +178 +00:10:47,430 --> 00:10:51,230 +means A customer is suffering from a problem and + +179 +00:10:51,230 --> 00:10:54,030 +we should hurry up and find a solution for this + +180 +00:10:54,030 --> 00:10:58,210 +problem. This is the meaning of creating value. If + +181 +00:10:58,210 --> 00:11:00,290 +you are going to ask the same question for the + +182 +00:11:00,290 --> 00:11:02,870 +enterprise relationship, are you understanding + +183 +00:11:02,870 --> 00:11:05,010 +creating value in the same way, they will say also + +184 +00:11:05,010 --> 00:11:09,770 +no. Our understanding for creating value means a + +185 +00:11:09,770 --> 00:11:12,290 +supplier that will increase the shareholder value + +186 +00:11:12,290 --> 00:11:16,210 +of the organization. And remember, when we are + +187 +00:11:16,210 --> 00:11:18,990 +saying the word shareholder, here we are referring + +188 +00:11:18,990 --> 00:11:23,610 +to the customer. So the customer is classified or + +189 +00:11:23,610 --> 00:11:26,570 +is considered by the enterprise relationship to be + +190 +00:11:26,570 --> 00:11:33,290 +partner. Because of this we said shareholder. + +191 +00:11:34,330 --> 00:11:37,370 +And look at here. When we are talking about the + +192 +00:11:37,370 --> 00:11:40,430 +relationship or creating the value, the enterprise + +193 +00:11:40,430 --> 00:11:43,670 +relationship they are saying, we are not going to + +194 +00:11:43,670 --> 00:11:45,690 +create the value in the eyes of the customer + +195 +00:11:45,690 --> 00:11:49,830 +according to specific goods or services. We are + +196 +00:11:49,830 --> 00:11:55,610 +going to create value for our organization + +197 +00:11:55,610 --> 00:12:00,190 +as a whole rather than specific or partial + +198 +00:12:00,190 --> 00:12:03,600 +products or services here or there. In other + +199 +00:12:03,600 --> 00:12:07,080 +words, if our sales agency is going to disappear, + +200 +00:12:08,120 --> 00:12:10,920 +the work of this partner, the work of this + +201 +00:12:10,920 --> 00:12:13,120 +customer, for sure it is going to be influenced + +202 +00:12:13,120 --> 00:12:16,900 +negatively. For sure it is going to be influenced + +203 +00:12:16,900 --> 00:12:21,340 +negatively. Why? Its work is dependent on our own + +204 +00:12:21,340 --> 00:12:25,160 +work. In other words, our services and products + +205 +00:12:25,160 --> 00:12:28,940 +are going to enable this partner to maintain the + +206 +00:12:28,940 --> 00:12:32,440 +status of being competitive advantage holder. + +207 +00:12:33,660 --> 00:12:37,340 +Okay, now let's talk about the second enhancement. + +208 +00:12:37,700 --> 00:12:41,680 +The second enhancement is meeting expectation. The + +209 +00:12:41,680 --> 00:12:43,400 +people who are working according to the + +210 +00:12:43,400 --> 00:12:45,680 +traditional transactional relationship, they are + +211 +00:12:45,680 --> 00:12:49,320 +saying buyer has a clear set of expectation as to + +212 +00:12:49,320 --> 00:12:52,380 +the conduct of the relationship. So everything + +213 +00:12:52,380 --> 00:12:56,020 +related to the conduct of the relationship, if the + +214 +00:12:56,020 --> 00:12:58,680 +relationship or of the conduct or the performance. + +215 +00:12:59,470 --> 00:13:02,770 +is going to be conducted according to various + +216 +00:13:02,770 --> 00:13:06,010 +simple examples and methods where everything will + +217 +00:13:06,010 --> 00:13:09,610 +be maintained and kept by the sales agency. This + +218 +00:13:09,610 --> 00:13:13,130 +means this sales agency is meeting it's our or the + +219 +00:13:13,130 --> 00:13:15,870 +customer's expectation. + +220 +00:13:17,110 --> 00:13:20,930 +We are going to give example after a while. But + +221 +00:13:20,930 --> 00:13:23,350 +meeting expectation for the consultative + +222 +00:13:23,350 --> 00:13:27,970 +relationship is buyer must or might not understand + +223 +00:13:28,750 --> 00:13:31,670 +what is the problem which they are suffering from. + +224 +00:13:32,750 --> 00:13:35,270 +So how I am going to meet the expectation of my + +225 +00:13:35,270 --> 00:13:39,050 +customers? By enabling them to understand what is + +226 +00:13:39,050 --> 00:13:42,630 +the exact problem. I'm going to enable them to + +227 +00:13:42,630 --> 00:13:45,570 +identify their own problem. If you are able to do + +228 +00:13:45,570 --> 00:13:48,330 +that, this means you are meeting their expectation + +229 +00:13:48,330 --> 00:13:53,750 +according to consultative relationship. But in the + +230 +00:13:53,750 --> 00:13:56,230 +enterprise, they are saying the situation isn't in + +231 +00:13:56,230 --> 00:13:59,330 +this way. They are saying buyers' expectations are + +232 +00:13:59,330 --> 00:14:03,230 +strategic and long-term relationships for + +233 +00:14:03,230 --> 00:14:07,350 +achieving the objectives of our own customers. So + +234 +00:14:07,350 --> 00:14:10,230 +our relationships with our customers are + +235 +00:14:10,230 --> 00:14:15,090 +permanent, long-term, strategic. We are going to + +236 +00:14:15,090 --> 00:14:18,990 +enable our partner or customer to achieve their + +237 +00:14:18,990 --> 00:14:22,190 +own objectives. This is the meaning of meeting + +238 +00:14:22,190 --> 00:14:24,810 +expectations according to an enterprise + +239 +00:14:24,810 --> 00:14:28,130 +relationship. Let's come to the final one, the + +240 +00:14:28,130 --> 00:14:30,250 +final one we are referring here to building trust. + +241 +00:14:31,010 --> 00:14:34,150 +Building trust, it is interpreted according to + +242 +00:14:34,150 --> 00:14:36,890 +transaction relationship by saying a supplier + +243 +00:14:36,890 --> 00:14:41,530 +would do what has been promised. Walk the talk. If + +244 +00:14:41,530 --> 00:14:45,030 +you promise to do something on this date, this + +245 +00:14:45,030 --> 00:14:47,630 +means it must be fulfilled by you as a sales + +246 +00:14:47,630 --> 00:14:50,210 +agency if you would like to increase the trust + +247 +00:14:50,210 --> 00:14:54,760 +with the customer. But the consultative they are + +248 +00:14:54,760 --> 00:14:57,380 +saying the situation isn't in this way. They are + +249 +00:14:57,380 --> 00:15:01,320 +saying building trust means a supplier will do + +250 +00:15:01,320 --> 00:15:05,280 +what is necessary to solve the problem. We are + +251 +00:15:05,280 --> 00:15:07,320 +looking, we are pragmatists. Our customers are + +252 +00:15:07,320 --> 00:15:10,140 +looking for the solution. If you are able to + +253 +00:15:10,140 --> 00:15:13,400 +provide us with the solution, this means we are + +254 +00:15:13,400 --> 00:15:16,760 +going to trust you more and more. But the + +255 +00:15:16,760 --> 00:15:19,200 +enterprise relationship they are saying, a + +256 +00:15:19,200 --> 00:15:22,000 +supplier will do everything possible to increase + +257 +00:15:22,000 --> 00:15:26,220 +the buyer's competitive advantage. In other words, + +258 +00:15:27,340 --> 00:15:32,060 +we can gain the trust of our customers if we are + +259 +00:15:32,060 --> 00:15:37,940 +able to enable them to keep the status of being + +260 +00:15:37,940 --> 00:15:42,160 +competitive in the market. This means what? This + +261 +00:15:42,160 --> 00:15:44,540 +means we are looking at the customer as a partner + +262 +00:15:44,540 --> 00:15:47,520 +and the partner here might be an organization. + +263 +00:15:48,640 --> 00:15:52,420 +This organization cannot function its work or do + +264 +00:15:52,420 --> 00:15:55,280 +its own business without returning back to us. + +265 +00:15:55,880 --> 00:15:58,980 +Why? Because we are providing them with strategic + +266 +00:15:58,980 --> 00:16:04,480 +vital products or services. Clear? It isn't clear + +267 +00:16:04,480 --> 00:16:07,800 +enough. Let's give a tangible example. Look at + +268 +00:16:07,800 --> 00:16:11,590 +her. Imagine we are going to talk about the buyer + +269 +00:16:11,590 --> 00:16:15,830 +in the first two examples. The buyer here is our + +270 +00:16:15,830 --> 00:16:21,770 +university, IUG. In the first example, we are + +271 +00:16:21,770 --> 00:16:25,610 +going to look, IUG is in a bad need, for example, + +272 +00:16:25,790 --> 00:16:30,110 +for 100 or 1500 wooden seats. + +273 +00:16:34,310 --> 00:16:40,920 +Exactly. Let's ask ourselves this question. Buyer, + +274 +00:16:41,340 --> 00:16:43,680 +the IOG, are they going to have a creating value + +275 +00:16:43,680 --> 00:16:46,480 +from these wooden seats? Of course. Without these + +276 +00:16:46,480 --> 00:16:49,060 +wooden seats, we cannot conduct our education + +277 +00:16:49,060 --> 00:16:53,000 +process. This is important. It's very important. + +278 +00:16:53,840 --> 00:16:57,120 +Second, we are going to find the manufacturer + +279 +00:16:57,120 --> 00:17:01,740 +here. The manufacturer is going to be the + +280 +00:17:01,740 --> 00:17:05,860 +supplier. The supplier is going to provide them + +281 +00:17:05,860 --> 00:17:09,120 +with the specification of each kind of wooden + +282 +00:17:09,120 --> 00:17:12,260 +seat. what are the raw materials which are used. + +283 +00:17:12,980 --> 00:17:16,700 +In addition, the manufacturer will inform the AUG, + +284 +00:17:17,460 --> 00:17:20,900 +who is the buyer, where and when they are going to + +285 +00:17:20,900 --> 00:17:25,100 +deliver the shipment, the exact day, the exact day + +286 +00:17:25,100 --> 00:17:28,620 +and exact time and everything in a very clear way. + +287 +00:17:29,400 --> 00:17:33,100 +Later on, if this manufacturer provided the AUG + +288 +00:17:33,100 --> 00:17:39,560 +with this 1500 wooden seats, this means he was + +289 +00:17:39,560 --> 00:17:43,880 +able to create a trust. Now, this kind of + +290 +00:17:43,880 --> 00:17:47,240 +relationship is considered to be transactional or + +291 +00:17:47,240 --> 00:17:51,540 +traditional. Why? Various reasons. Number one, we + +292 +00:17:51,540 --> 00:17:53,680 +are talking about a product which is considered to + +293 +00:17:53,680 --> 00:17:55,060 +be traditional. + +294 +00:17:58,830 --> 00:18:01,950 +Can this product supply to us by more than one + +295 +00:18:01,950 --> 00:18:06,270 +manufacturer? Of course. A second reason, we said + +296 +00:18:06,270 --> 00:18:09,270 +this example is based or founded on traditional + +297 +00:18:09,270 --> 00:18:13,330 +relationship because it isn't going to happen only + +298 +00:18:13,330 --> 00:18:17,710 +according to one word, which is demand. + +299 +00:18:19,970 --> 00:18:24,230 +If the buyer now demanded a kind of a product or + +300 +00:18:24,230 --> 00:18:28,090 +service, this buyer will speak up and request it. + +301 +00:18:29,650 --> 00:18:33,390 +But if the buyer doesn't need or doesn't have this + +302 +00:18:33,390 --> 00:18:37,950 +demand, he or she will not contact you as a sales + +303 +00:18:37,950 --> 00:18:43,690 +agency. At the same time, remember this + +304 +00:18:43,690 --> 00:18:46,230 +manufacturer or according to this transactional + +305 +00:18:46,230 --> 00:18:49,870 +relationship, this manufacturer isn't going to be + +306 +00:18:49,870 --> 00:18:53,610 +rich or poor if the EUG will not contact him or + +307 +00:18:53,610 --> 00:18:59,310 +her. Why? Exactly. We are talking about hundreds + +308 +00:18:59,310 --> 00:19:02,870 +and even thousands and thousands of customers. So + +309 +00:19:02,870 --> 00:19:05,870 +if IOG in this example, the buyer isn't going to + +310 +00:19:05,870 --> 00:19:07,710 +contact them, that's fine. We are not going to be + +311 +00:19:07,710 --> 00:19:11,190 +influenced. Because of this, we are saying this + +312 +00:19:11,190 --> 00:19:14,070 +scenario is a transactional relationship. + +313 +00:19:17,810 --> 00:19:19,970 +Now let's go to the consultative relationship. + +314 +00:19:21,930 --> 00:19:25,370 +Let's imagine this scenario or this example. The + +315 +00:19:25,370 --> 00:19:29,140 +IOG here also is the buyer. This is the first + +316 +00:19:29,140 --> 00:19:32,680 +example, forget it now. In the second example, + +317 +00:19:32,840 --> 00:19:35,520 +also the IUG is the buyer. They would like, for + +318 +00:19:35,520 --> 00:19:39,800 +example, to connect Al Hidan building with + +319 +00:19:39,800 --> 00:19:42,680 +something called internet network. + +320 +00:19:45,560 --> 00:19:48,080 +While they are trying to provide this building + +321 +00:19:48,080 --> 00:19:50,720 +with efficient and effective internet network, + +322 +00:19:51,300 --> 00:19:55,450 +they encounter problems and troubles. They tried + +323 +00:19:55,450 --> 00:19:57,850 +to figure out what is the problem here, but they + +324 +00:19:57,850 --> 00:20:01,430 +couldn't figure it out. So what are they going to + +325 +00:20:01,430 --> 00:20:05,610 +do? They are going to ask a consultative internet + +326 +00:20:05,610 --> 00:20:08,930 +networking company to come and diagnose the + +327 +00:20:08,930 --> 00:20:09,510 +problem. + +328 +00:20:13,610 --> 00:20:17,920 +The problem is the filming. We are talking about a + +329 +00:20:17,920 --> 00:20:21,180 +scenario where the buyer is the IOG once again. + +330 +00:20:21,920 --> 00:20:24,320 +The IOG, for example, would like to install + +331 +00:20:24,320 --> 00:20:27,780 +efficient and effective internet network in the + +332 +00:20:27,780 --> 00:20:31,260 +Heidan building. They tried to install this + +333 +00:20:31,260 --> 00:20:35,730 +network, but they couldn't do that. why they + +334 +00:20:35,730 --> 00:20:38,890 +weren't able to classify or identify what are the + +335 +00:20:38,890 --> 00:20:43,350 +troubles or the hindrances which are preventing + +336 +00:20:43,350 --> 00:20:46,890 +the management of the IUG to install this network. + +337 +00:20:48,030 --> 00:20:50,590 +So what we are going to do, we are going to + +338 +00:20:50,590 --> 00:20:53,470 +consult this problem with a specialized internet + +339 +00:20:53,470 --> 00:20:56,830 +networking private company. This internet + +340 +00:20:56,830 --> 00:21:00,010 +networking private company will come to Al-Hidal + +341 +00:21:00,010 --> 00:21:01,870 +building where they are going to diagnose and + +342 +00:21:01,870 --> 00:21:07,130 +examine the building. according to each floor and + +343 +00:21:07,130 --> 00:21:10,130 +later on they are going to figure out what is the + +344 +00:21:10,130 --> 00:21:13,050 +major problem and later on they will recommend the + +345 +00:21:13,050 --> 00:21:16,170 +solution and later on they will recommend the + +346 +00:21:16,170 --> 00:21:19,930 +solution now the solution is offered by this + +347 +00:21:19,930 --> 00:21:23,210 +private company to the management of the IUG where + +348 +00:21:23,210 --> 00:21:28,380 +it's up to IUG to take it or to leave it now We + +349 +00:21:28,380 --> 00:21:31,500 +are talking here a consultative relationship. It + +350 +00:21:31,500 --> 00:21:34,540 +isn't going to happen or emerge unless if the + +351 +00:21:34,540 --> 00:21:38,420 +buyer is having exactly. So the keyword here is + +352 +00:21:38,420 --> 00:21:44,920 +problem. The keyword here is a problem. Your role + +353 +00:21:44,920 --> 00:21:47,960 +as a supplier or sales agency is to find this + +354 +00:21:47,960 --> 00:21:51,580 +suitable problem. To find or to solve this + +355 +00:21:51,580 --> 00:21:56,250 +problem. Now, let's talk now about the third one. + +356 +00:21:56,950 --> 00:22:00,010 +The third one here, when we are talking about + +357 +00:22:00,010 --> 00:22:02,490 +enterprise relationship, the enterprise + +358 +00:22:02,490 --> 00:22:04,790 +relationship, as we said, it is founded on the + +359 +00:22:04,790 --> 00:22:07,630 +partnership. When we are saying partnership, we + +360 +00:22:07,630 --> 00:22:10,610 +are talking about long-term strategic + +361 +00:22:10,610 --> 00:22:15,230 +relationship, which means buyer will be influenced + +362 +00:22:15,230 --> 00:22:18,850 +by the supplier and in turn, the supplier will be + +363 +00:22:18,850 --> 00:22:22,270 +influenced by the buyer. In contrast with + +364 +00:22:22,270 --> 00:22:26,670 +transactional. Exactly. Excellent. Now let's focus + +365 +00:22:26,670 --> 00:22:28,530 +and give the third example for the enterprise + +366 +00:22:28,530 --> 00:22:31,550 +relationship. In the enterprise relationship, for + +367 +00:22:31,550 --> 00:22:33,970 +example, if you remember when we gave example + +368 +00:22:33,970 --> 00:22:37,050 +about Al Aila Bakery and one of the eggs + +369 +00:22:37,050 --> 00:22:40,810 +restaurants in Gaza. Here in the third example, we + +370 +00:22:40,810 --> 00:22:44,870 +are talking about the bakery. The bakery is + +371 +00:22:44,870 --> 00:22:47,990 +considered to be what? The buyer. The restaurant + +372 +00:22:47,990 --> 00:22:53,190 +here is the supplier. If you are going to talk + +373 +00:22:53,190 --> 00:22:56,610 +about the mutual transaction between these two + +374 +00:22:56,610 --> 00:22:59,530 +partners, they are frequent. What's the meaning of + +375 +00:22:59,530 --> 00:23:03,330 +they are frequent? Mutabadila. They are permanent + +376 +00:23:03,330 --> 00:23:07,190 +and they are daily. Daily the bakery is going to + +377 +00:23:07,190 --> 00:23:09,630 +come and buy, sorry, the restaurant is going to + +378 +00:23:09,630 --> 00:23:12,690 +come. Now listen, the bakery here is the supplier, + +379 +00:23:13,350 --> 00:23:18,920 +sorry, and the restaurant is? Okay, the buyer, + +380 +00:23:19,060 --> 00:23:22,440 +sorry. And the restaurant is the buyer. So daily, + +381 +00:23:22,780 --> 00:23:26,700 +the restaurant is going to come and buy or + +382 +00:23:26,700 --> 00:23:30,540 +purchase bread from the bakery. So we are talking + +383 +00:23:30,540 --> 00:23:35,140 +about frequent transactions. Somebody is going to + +384 +00:23:35,140 --> 00:23:38,380 +say, is this a strategic relationship? Yes. Why? + +385 +00:23:39,240 --> 00:23:42,420 +Number one, it is a permanent relationship. It is + +386 +00:23:42,420 --> 00:23:45,530 +a continual one. Second, The restaurants cannot + +387 +00:23:45,530 --> 00:23:48,930 +function normally without purchasing this kind of + +388 +00:23:48,930 --> 00:23:52,930 +a product which is bread. Now remember also, + +389 +00:23:53,530 --> 00:23:55,750 +somebody is going to say, but restaurants can find + +390 +00:23:55,750 --> 00:23:58,670 +a substitute, can find an alternative. You are + +391 +00:23:58,670 --> 00:24:00,850 +right, but finding a permanent alternative isn't + +392 +00:24:00,850 --> 00:24:04,120 +an easy thing. Why? First, we would like to test + +393 +00:24:04,120 --> 00:24:06,900 +and experiment the product of the bread. Second, + +394 +00:24:07,060 --> 00:24:09,320 +we are going to reach at a deal. Third, we are + +395 +00:24:09,320 --> 00:24:12,100 +going to reach at an acceptable, reasonable price. + +396 +00:24:12,660 --> 00:24:15,940 +And so on and so on. So all these things are going + +397 +00:24:15,940 --> 00:24:18,530 +to influence the work of the restaurant. In + +398 +00:24:18,530 --> 00:24:22,070 +return, bakery is interested in pushing and + +399 +00:24:22,070 --> 00:24:24,610 +sustaining the relationship with the restaurant. + +400 +00:24:24,810 --> 00:24:27,890 +Why? Because restaurant is consuming a big + +401 +00:24:27,890 --> 00:24:31,570 +commodity or big commodities of this product + +402 +00:24:31,570 --> 00:24:35,350 +daily. Therefore, the restaurant is contributing + +403 +00:24:35,350 --> 00:24:39,030 +to the margin of profit of the bakery in a very + +404 +00:24:39,030 --> 00:24:43,050 +expansive way. So if it is inexpensive way and + +405 +00:24:43,050 --> 00:24:46,490 +vice versa, here we are talking about partnership + +406 +00:24:46,490 --> 00:24:48,830 +relationship or we call it enterprise + +407 +00:24:48,830 --> 00:24:54,190 +relationship. Enterprise relationship. So if one + +408 +00:24:54,190 --> 00:24:55,750 +of them is absent from the scene of the + +409 +00:24:55,750 --> 00:25:00,770 +transaction, one of them will be injured. And this + +410 +00:25:00,770 --> 00:25:05,050 +injury might be dangerous to the degree that he or + +411 +00:25:05,050 --> 00:25:08,490 +she will lose its status of competitive advantage. + +412 +00:25:11,060 --> 00:25:14,340 +Any questions or comments about this? So these are + +413 +00:25:14,340 --> 00:25:17,520 +the three types of the sales relationship and how + +414 +00:25:17,520 --> 00:25:20,120 +they are looking at the enhancement tools which + +415 +00:25:20,120 --> 00:25:24,060 +are creating value, number two meeting expectation + +416 +00:25:24,060 --> 00:25:28,020 +and finally building trust. Any questions or + +417 +00:25:28,020 --> 00:25:32,300 +comments about this? Now let's move on. Let's + +418 +00:25:32,300 --> 00:25:35,100 +summarize what we have said now by this diagram. + +419 +00:25:38,940 --> 00:25:43,500 +diagram and listen here. If you are going to look + +420 +00:25:43,500 --> 00:25:45,220 +at this diagram, I would like somebody to + +421 +00:25:45,220 --> 00:25:47,360 +interpret this diagram for us. What can you say or + +422 +00:25:47,360 --> 00:25:51,100 +comment on it? What can you say or comment on it? + +423 +00:25:51,220 --> 00:25:51,680 +Go on, Hanin. + +424 +00:25:54,880 --> 00:26:05,900 +So these + +425 +00:26:05,900 --> 00:26:09,840 +are what, Hanin? Exactly, these are the stages of + +426 +00:26:09,840 --> 00:26:11,860 +purchasing decision beginning from recognition of + +427 +00:26:11,860 --> 00:26:14,380 +needs and concluded by implementation and + +428 +00:26:14,380 --> 00:26:17,280 +evaluation. But the vertical line it reflects to + +429 +00:26:17,280 --> 00:26:20,660 +what? Customer value, this value might be high or + +430 +00:26:20,660 --> 00:26:25,060 +might be low or might be medium. Now, how each + +431 +00:26:25,060 --> 00:26:28,040 +kind of sales relationship is looking at the + +432 +00:26:28,040 --> 00:26:31,380 +customer value according to each stage of + +433 +00:26:31,380 --> 00:26:34,450 +purchasing decision? So let's begin with number + +434 +00:26:34,450 --> 00:26:37,350 +one, which is enterprise. How the enterprise + +435 +00:26:37,350 --> 00:26:38,770 +relationship is going to look at the customer + +436 +00:26:38,770 --> 00:26:44,070 +value? It's very high. Why it's very high? Because + +437 +00:26:44,070 --> 00:26:47,130 +we said before a while, we are looking at this + +438 +00:26:47,130 --> 00:26:53,130 +customer as? Exactly. Because of this, we said he + +439 +00:26:53,130 --> 00:26:56,770 +or she is a partner. Therefore, the customer value + +440 +00:26:56,770 --> 00:27:01,350 +is very high. A second thing, look at the line + +441 +00:27:01,350 --> 00:27:04,190 +which depicts, portray, + +442 +00:27:07,590 --> 00:27:12,830 +show, depict the relationship between the customer + +443 +00:27:12,830 --> 00:27:16,570 +and the supplier. This line is permanent, + +444 +00:27:19,990 --> 00:27:20,470 +strategic, + +445 +00:27:23,100 --> 00:27:28,440 +and long term relationship. + +446 +00:27:29,900 --> 00:27:33,160 +When we are saying permanent, it is continuous, it + +447 +00:27:33,160 --> 00:27:35,340 +is strategic, it is long term. Because of this we + +448 +00:27:35,340 --> 00:27:38,640 +are talking about extended line rather than + +449 +00:27:38,640 --> 00:27:42,280 +interrupted one. Extended line rather than + +450 +00:27:42,280 --> 00:27:45,690 +interrupted one. If you are going to look at the + +451 +00:27:45,690 --> 00:27:49,150 +customer value according to the consultative + +452 +00:27:49,150 --> 00:27:52,590 +relationship, this customer value has a medium + +453 +00:27:52,590 --> 00:27:57,450 +value. Medium. And the relationship here is + +454 +00:27:57,450 --> 00:28:01,230 +depicted by interrupted lines. Because of this, we + +455 +00:28:01,230 --> 00:28:05,190 +are saying it is interrupted. It means what? It is + +456 +00:28:05,190 --> 00:28:14,600 +semi-permanent and semi-strategic. And semi means + +457 +00:28:14,600 --> 00:28:15,360 +long term. + +458 +00:28:20,000 --> 00:28:22,360 +And Allah in the word semi. + +459 +00:28:24,320 --> 00:28:30,160 +Semi means almost, but isn't complete. Exactly. + +460 +00:28:31,480 --> 00:28:34,260 +Now if you are going to talk about the customer + +461 +00:28:34,260 --> 00:28:36,820 +value in the eyes of the transaction relationship, + +462 +00:28:37,520 --> 00:28:43,930 +it is very low. Therefore, this low relationship, + +463 +00:28:44,310 --> 00:28:48,110 +we refer to it by interrupted even points rather + +464 +00:28:48,110 --> 00:28:50,890 +than interrupted lines, which means the + +465 +00:28:50,890 --> 00:28:53,870 +relationship is weaker than the consultative one. + +466 +00:28:55,110 --> 00:28:57,610 +Here we are referring to the points rather than + +467 +00:28:57,610 --> 00:29:03,770 +interrupted lines. Okay? Now, so the relationship + +468 +00:29:03,770 --> 00:29:12,430 +here is short, temporally, temporally and non + +469 +00:29:12,430 --> 00:29:21,230 +-strategic and non-strategic now let's ask you a + +470 +00:29:21,230 --> 00:29:24,610 +final question about this diagram which is why in + +471 +00:29:24,610 --> 00:29:27,790 +the purchasing decision within the consultative + +472 +00:29:27,790 --> 00:29:30,170 +relationship why the role here is very limited + +473 +00:29:30,170 --> 00:29:37,510 +regarding the customer value go on + +474 +00:29:42,150 --> 00:29:51,990 +offer for the customer and also excellent + +475 +00:29:51,990 --> 00:29:58,510 +excellent the final decision making for adopting + +476 +00:29:58,510 --> 00:30:02,430 +this solution is for the customer we are providing + +477 +00:30:02,430 --> 00:30:05,570 +him with our own consultancy what's up to customer + +478 +00:30:05,570 --> 00:30:08,760 +to take it or to leave it because of this we said + +479 +00:30:08,760 --> 00:30:11,800 +the role here in the purchasing decision is very + +480 +00:30:11,800 --> 00:30:15,220 +limited exactly or it is down good this is the + +481 +00:30:15,220 --> 00:30:19,500 +answer any question any comments about this any + +482 +00:30:19,500 --> 00:30:22,400 +question any comments these things are very + +483 +00:30:22,400 --> 00:30:27,360 +important they are very important any questions + +484 +00:30:27,360 --> 00:30:31,880 +any comments about the diagram move okay let's + +485 +00:30:31,880 --> 00:30:35,640 +move on let's conclude today's class by the + +486 +00:30:35,640 --> 00:30:43,540 +following notice Now listen, remember if we would + +487 +00:30:43,540 --> 00:30:47,040 +like to create a strong successful salesperson, + +488 +00:30:47,760 --> 00:30:50,240 +this salesperson must be able to draw something + +489 +00:30:50,240 --> 00:30:51,700 +called sales estimates. + +490 +00:30:54,100 --> 00:30:58,180 +In other words, the salesperson must have the + +491 +00:30:58,180 --> 00:31:00,980 +experience, must have the training to draw + +492 +00:31:00,980 --> 00:31:05,840 +accurate estimation of sales value which he or she + +493 +00:31:05,840 --> 00:31:09,860 +is going to do. Clear? Because of this, we are + +494 +00:31:09,860 --> 00:31:12,920 +saying the majority of salespeople estimates of + +495 +00:31:12,920 --> 00:31:15,520 +expected performance levels are not very accurate + +496 +00:31:15,520 --> 00:31:20,860 +with a margin error of 50%. This means the + +497 +00:31:20,860 --> 00:31:22,960 +majority of salespeople they are suffering from + +498 +00:31:22,960 --> 00:31:28,140 +this area. They cannot conclude or draw concrete + +499 +00:31:28,140 --> 00:31:32,020 +solid estimation. Why? For various reasons. We + +500 +00:31:32,020 --> 00:31:35,490 +will talk about them later on. Second, the + +501 +00:31:35,490 --> 00:31:38,330 +performance of individual salespeople was directly + +502 +00:31:38,330 --> 00:31:40,410 +related to the accuracy of their estimates. + +503 +00:31:40,970 --> 00:31:44,390 +Meaning, the more your estimates are going to be + +504 +00:31:44,390 --> 00:31:47,290 +correct, the more your performance will increase. + +505 +00:31:47,910 --> 00:31:51,650 +The vice versa is correct. The less accuracy of + +506 +00:31:51,650 --> 00:31:54,090 +your estimation you will have, the less sales + +507 +00:31:54,090 --> 00:31:59,390 +performance you will get. The less performance of + +508 +00:31:59,390 --> 00:32:03,710 +sales you will get. It is opposite relationship. + +509 +00:32:05,260 --> 00:32:08,860 +Any questions? Any comments? Now let's go on + +510 +00:32:08,860 --> 00:32:13,060 +regarding this Your performance of sales will + +511 +00:32:13,060 --> 00:32:19,540 +increase if your estimation was accurate and vice + +512 +00:32:19,540 --> 00:32:25,040 +versa if your accuracy of your estimation is down + +513 +00:32:25,040 --> 00:32:27,560 +your performance of sales will be down as well + +514 +00:32:31,900 --> 00:32:34,960 +The third thing, this is for you, I need somebody + +515 +00:32:34,960 --> 00:32:38,060 +to ask why I'm going to give her a bonus. If she's + +516 +00:32:38,060 --> 00:32:40,520 +going to answer or if she's going to interpret. + +517 +00:32:41,080 --> 00:32:46,760 +What is the meaning of this? And why? Who would + +518 +00:32:46,760 --> 00:32:47,800 +allow you to take this initiative? + +519 +00:32:52,980 --> 00:32:53,580 +Go on. + +520 +00:33:00,820 --> 00:33:04,750 +This one. What's the meaning of it? And why? + +521 +00:33:08,930 --> 00:33:12,710 +Two points bonus. Telemarketers are normally + +522 +00:33:12,710 --> 00:33:16,510 +insider. No, no, no. Okay, okay. We consider them + +523 +00:33:16,510 --> 00:33:20,250 +insider. Okay, I have three points. Farah. Okay, + +524 +00:33:20,570 --> 00:33:22,850 +I'm not sure, but I think this relates something + +525 +00:33:22,850 --> 00:33:26,610 +related to the telemarketers that outside said + +526 +00:33:26,610 --> 00:33:28,870 +such people as you said that they're the one + +527 +00:33:38,740 --> 00:33:41,700 +So they are making something called field sales. + +528 +00:33:42,140 --> 00:33:45,200 +So they might knock out doors or they might be in + +529 +00:33:45,200 --> 00:33:48,140 +the markets themselves. These are the outsiders. + +530 +00:33:48,820 --> 00:33:53,740 +But the insiders, they are the telemarketers, + +531 +00:33:53,900 --> 00:33:59,580 +which means Which means they are the salesperson + +532 +00:33:59,580 --> 00:34:02,720 +who are using internet, telephone, cell phone, + +533 +00:34:02,900 --> 00:34:06,380 +email communications with potential customers. + +534 +00:34:07,000 --> 00:34:09,300 +This is the meaning of this. Why they are more + +535 +00:34:09,300 --> 00:34:11,800 +accurate than telemarketers? I'm not sure, but + +536 +00:34:11,800 --> 00:34:15,020 +telemarketers are more accurate because their + +537 +00:34:15,020 --> 00:34:18,660 +expectations + +538 +00:34:18,660 --> 00:34:23,740 +might be better because the customers respond to + +539 +00:34:23,740 --> 00:34:25,740 +the telemarketer more than to sell the product. + +540 +00:34:27,660 --> 00:34:30,380 +Why? Why is this? Why the people in the field, + +541 +00:34:30,440 --> 00:34:35,120 +they are not going to respond to them? Why? Gone, + +542 +00:34:35,220 --> 00:34:40,160 +gone. I'm not sure also, but maybe because the + +543 +00:34:40,160 --> 00:34:43,040 +outside says people are not always looking on the + +544 +00:34:43,040 --> 00:34:45,820 +records, but if anyone says you might have surveys + +545 +00:34:45,820 --> 00:34:52,230 +that you know this phone number is for So the data + +546 +00:34:52,230 --> 00:34:55,130 +according to which telemarketers are working are + +547 +00:34:55,130 --> 00:34:58,290 +more accurate than the data of the field markets. + +548 +00:34:58,550 --> 00:35:01,370 +This is one reason. Another reason? Maybe the + +549 +00:35:01,370 --> 00:35:05,150 +outside salesperson, they are voluntary. They go + +550 +00:35:05,150 --> 00:35:09,990 +to home just to pay. Okay. The suppliers are not + +551 +00:35:09,990 --> 00:35:13,850 +paying to them. But the telemarketer maybe they + +552 +00:35:13,850 --> 00:35:22,380 +gain a rent. Let's paraphrase it. How? make a + +553 +00:35:22,380 --> 00:35:27,720 +telephone with a loyal customer or current + +554 +00:35:27,720 --> 00:35:31,900 +customer of a specific organization, not any + +555 +00:35:31,900 --> 00:35:37,360 +customer in the street. Okay. So we make a + +556 +00:35:37,360 --> 00:35:41,260 +telephone with a current customer, you know if he + +557 +00:35:41,260 --> 00:35:44,340 +will buy or will be loyal or not. And why the + +558 +00:35:44,340 --> 00:35:46,500 +field we do not know if he is going to buy or not? + +559 +00:35:47,430 --> 00:35:52,050 +Because he knows that the profile of this customer + +560 +00:35:52,050 --> 00:35:56,030 +will be loyal or not loyal. Not exactly. Final + +561 +00:35:56,030 --> 00:35:58,470 +word, Hanin. Because most of them don't know much + +562 +00:35:58,470 --> 00:36:02,130 +about the organization. They don't know much about + +563 +00:36:02,130 --> 00:36:04,750 +the inside selling and the organization and the + +564 +00:36:04,750 --> 00:36:07,190 +status of the organization and the outsiders. But + +565 +00:36:07,190 --> 00:36:09,570 +the outside sales people know limited information + +566 +00:36:09,570 --> 00:36:12,870 +about just the outside environment. Generally + +567 +00:36:12,870 --> 00:36:15,070 +good. Now listen. Let's sum up because of the + +568 +00:36:15,070 --> 00:36:18,970 +time. So the first reason as Farah said all the + +569 +00:36:18,970 --> 00:36:23,830 +time remember the telemarketers they are going to + +570 +00:36:23,830 --> 00:36:27,670 +work according to specific and accurate data than + +571 +00:36:27,670 --> 00:36:32,590 +the data which are used by the field market reason + +572 +00:36:32,590 --> 00:36:37,090 +number two which is more important look at here if + +573 +00:36:37,090 --> 00:36:40,210 +somebody is going to phone you for example from + +574 +00:36:40,210 --> 00:36:42,470 +palestinian telecommunication company or from + +575 +00:36:42,470 --> 00:36:46,410 +fusion company or from hadara company he or she is + +576 +00:36:46,410 --> 00:36:49,670 +going to offer you hi customer we would like to + +577 +00:36:49,670 --> 00:36:53,330 +offer you for example two megabyte internet + +578 +00:36:53,330 --> 00:36:58,210 +capacity with the same price of one megabyte Are + +579 +00:36:58,210 --> 00:37:01,190 +you going to approve or disapprove? We are going + +580 +00:37:01,190 --> 00:37:03,990 +to approve or disapprove precisely and accurately + +581 +00:37:03,990 --> 00:37:08,030 +and clearly. Why? Various reasons. First, we do + +582 +00:37:08,030 --> 00:37:11,390 +not know this salesperson. Second, he doesn't know + +583 +00:37:11,390 --> 00:37:15,630 +us. Third, we do not feel shy. Fourth, we are not + +584 +00:37:15,630 --> 00:37:20,810 +under pressure. Fifth, we do not care. Sixth, the + +585 +00:37:20,810 --> 00:37:23,370 +respondent, the salesperson would like to have a + +586 +00:37:23,370 --> 00:37:28,090 +final answer, yes or no. This is in contrast with + +587 +00:37:28,090 --> 00:37:31,690 +what? Sales in the field. Sales in the field, we + +588 +00:37:31,690 --> 00:37:34,250 +are going to talk about face to face, eye contact, + +589 +00:37:34,750 --> 00:37:37,510 +probability of shyness, probability of politeness, + +590 +00:37:38,010 --> 00:37:41,130 +we will see, we will cover, here is my number and + +591 +00:37:41,130 --> 00:37:43,790 +we will be in touch. Therefore, the answers are + +592 +00:37:43,790 --> 00:37:46,760 +not clear cut. So if the answers are not clear + +593 +00:37:46,760 --> 00:37:50,300 +-cut, this means this is going to lead to wrong + +594 +00:37:50,300 --> 00:37:52,400 +estimation or wrong calculation of this + +595 +00:37:52,400 --> 00:37:56,760 +estimation. Why? The feedback and the data which + +596 +00:37:56,760 --> 00:37:59,260 +we are receiving from the mouth of our customers, + +597 +00:37:59,560 --> 00:38:02,380 +they are not clear-cut, they are something in + +598 +00:38:02,380 --> 00:38:05,480 +between. Why? Various reasons. This reason might + +599 +00:38:05,480 --> 00:38:09,200 +be shyness, politeness, we are under pressure, not + +600 +00:38:09,200 --> 00:38:12,040 +a clear answer, we will see here is our phone + +601 +00:38:12,040 --> 00:38:14,260 +number, we will contact you if we need you. + +602 +00:38:14,720 --> 00:38:17,900 +Therefore, these things might push us to make an + +603 +00:38:17,900 --> 00:38:22,020 +accurate calculation for our own sales estimation. + +604 +00:38:23,240 --> 00:38:27,160 +But in the telephone or cellphone, we are going to + +605 +00:38:27,160 --> 00:38:30,480 +need final answer, yes or no, before we will + +606 +00:38:30,480 --> 00:38:34,970 +conclude our telephone or phone conversation. Do + +607 +00:38:34,970 --> 00:38:37,690 +you agree with me or not? Any question or comments + +608 +00:38:37,690 --> 00:38:40,810 +about this? Now by this we are saying bye bye for + +609 +00:38:40,810 --> 00:38:44,720 +chapter number for this class stuff for chapter + +610 +00:38:44,720 --> 00:38:48,120 +but final thing all the time remember experience + +611 +00:38:48,120 --> 00:38:51,760 +and salesperson age and their training both of + +612 +00:38:51,760 --> 00:38:53,920 +them they are contribute to calculate more + +613 +00:38:53,920 --> 00:38:57,560 +accurately our estimation so the more experience + +614 +00:38:57,560 --> 00:38:59,780 +you are going to get the more accuracy you will + +615 +00:38:59,780 --> 00:39:03,040 +receive regarding your estimation the same thing + +616 +00:39:03,040 --> 00:39:05,240 +with the training with the same thing with the age + +617 +00:39:05,240 --> 00:39:08,080 +any question any comments about today's class now + +618 +00:39:08,080 --> 00:39:10,700 +next time inshallah on monday we are going to + +619 +00:39:10,700 --> 00:39:14,240 +conclude chapter number four by this we are saying + +620 +00:39:14,240 --> 00:39:14,920 +bye bye + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..c8d41fbebdf96f03e74e0dacace6bf2d2e39969a --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_raw.srt @@ -0,0 +1,2480 @@ +1 +00:00:21,160 --> 00:00:25,020 +Good morning. Inshallah today we are going to talk + +2 +00:00:25,020 --> 00:00:30,080 +about something called considerations for creating + +3 +00:00:30,080 --> 00:00:33,940 +a kind of partnership. Also in the second part of + +4 +00:00:33,940 --> 00:00:36,380 +the class we will consider and discuss something + +5 +00:00:36,380 --> 00:00:39,700 +called enhancements, the methods or the approaches + +6 +00:00:39,700 --> 00:00:42,060 +by which we can enhance or improve our + +7 +00:00:42,060 --> 00:00:45,540 +relationship with our own customers. Now let's + +8 +00:00:45,540 --> 00:00:48,220 +begin with the first part of today's class. We are + +9 +00:00:48,220 --> 00:00:49,980 +going to talk about something called consideration + +10 +00:00:49,980 --> 00:00:52,900 +when choosing a partner. Somebody is going to say + +11 +00:00:52,900 --> 00:00:55,460 +why selecting or picking up a partner is something + +12 +00:00:55,460 --> 00:00:59,000 +vital in the world of business. Nowadays all the + +13 +00:00:59,000 --> 00:01:01,480 +time we have to remember many of the projects we + +14 +00:01:01,480 --> 00:01:06,020 +call them venture projects. What's the meaning of + +15 +00:01:06,020 --> 00:01:10,500 +venture projects? Exactly, we are talking about + +16 +00:01:10,500 --> 00:01:13,620 +big business projects which are going to be + +17 +00:01:13,620 --> 00:01:17,340 +worldwide. In other words, we can see them in + +18 +00:01:17,340 --> 00:01:20,260 +every content on the face of the earth. So if you + +19 +00:01:20,260 --> 00:01:22,420 +are talking about very huge adventure projects, + +20 +00:01:22,820 --> 00:01:25,780 +this means these projects cannot be implemented + +21 +00:01:25,780 --> 00:01:28,780 +without something called a kind or a pattern of + +22 +00:01:28,780 --> 00:01:32,510 +partnership. So to select or to pick up a partner + +23 +00:01:32,510 --> 00:01:34,490 +for your own business is considered to be + +24 +00:01:34,490 --> 00:01:37,070 +something vital, which is going to benefit you. + +25 +00:01:38,170 --> 00:01:42,690 +Therefore, let's discuss our first point today. If + +26 +00:01:42,690 --> 00:01:45,470 +you are classified to be a manager of a sales + +27 +00:01:45,470 --> 00:01:49,450 +agency or a business company, you received an + +28 +00:01:49,450 --> 00:01:53,290 +offer to have a partner in the field of your + +29 +00:01:53,290 --> 00:01:58,020 +business. Of course, as the manager, you have to + +30 +00:01:58,020 --> 00:02:00,140 +think of the matter and you have to decide later + +31 +00:02:00,140 --> 00:02:03,840 +on. How am I going to build my decision to approve + +32 +00:02:03,840 --> 00:02:07,760 +or disapprove this offer of partnership? I'm going + +33 +00:02:07,760 --> 00:02:10,680 +to approve or disapprove according to four major + +34 +00:02:10,680 --> 00:02:14,460 +considerations. Consideration number one, I'm + +35 +00:02:14,460 --> 00:02:20,160 +going to ask myself, first, is this offered + +36 +00:02:20,160 --> 00:02:24,430 +partner providing to me and to my business company + +37 +00:02:24,430 --> 00:02:27,770 +something called potential impact. When we are + +38 +00:02:27,770 --> 00:02:30,150 +saying potential impact, we are referring to this + +39 +00:02:30,150 --> 00:02:35,690 +word, real value. Can this partner offer me a real + +40 +00:02:35,690 --> 00:02:38,310 +value for my own business? Can I benefit from him + +41 +00:02:38,310 --> 00:02:43,130 +or her? If the question is yes, this means I am + +42 +00:02:43,130 --> 00:02:44,970 +going to be more linear to approve this + +43 +00:02:44,970 --> 00:02:48,950 +partnership. If the answer is no, this means I'm + +44 +00:02:48,950 --> 00:02:54,110 +not going to approve this kind of partnership. Is + +45 +00:02:54,110 --> 00:02:58,010 +this the only factor of consideration? No. We are + +46 +00:02:58,010 --> 00:03:00,870 +going to talk about the second one which is common + +47 +00:03:00,870 --> 00:03:04,790 +values or the word common values. We are referring + +48 +00:03:04,790 --> 00:03:08,210 +to + +49 +00:03:08,210 --> 00:03:13,090 +the values which I believe in and the values which + +50 +00:03:13,090 --> 00:03:17,060 +my expected partners to believe in. If the values + +51 +00:03:17,060 --> 00:03:19,540 +are common and we are sharing the same values, + +52 +00:03:20,060 --> 00:03:23,420 +this is going to incite me to be more linear to + +53 +00:03:23,420 --> 00:03:27,260 +approve this partnership offer. But if the values + +54 +00:03:27,260 --> 00:03:31,120 +are different, this means this is going to incite + +55 +00:03:31,120 --> 00:03:36,520 +me to be rejecting this kind of partnership. The + +56 +00:03:36,520 --> 00:03:38,940 +third part of the relationship, we called it good + +57 +00:03:38,940 --> 00:03:42,340 +environment for partnership. When we say good + +58 +00:03:42,340 --> 00:03:45,000 +environment, this means I'm going to talk about + +59 +00:03:45,000 --> 00:03:48,500 +something called long-term relationship. In other + +60 +00:03:48,500 --> 00:03:55,240 +words, this kind of partnership, is it going to + +61 +00:03:55,240 --> 00:03:58,420 +force me to talk about or to be involved in a + +62 +00:03:58,420 --> 00:04:01,440 +strategic long-term relationship? Are we going to + +63 +00:04:01,440 --> 00:04:04,940 +benefit from one another often daily or throughout + +64 +00:04:04,940 --> 00:04:08,910 +the year? All these questions must be answered. If + +65 +00:04:08,910 --> 00:04:12,110 +the dependence on this partner is often and + +66 +00:04:12,110 --> 00:04:15,830 +frequent, this is going to incite us once again to + +67 +00:04:15,830 --> 00:04:20,470 +approve the partnership. But if the dependence on + +68 +00:04:20,470 --> 00:04:25,070 +this expected partner is infrequent, this means we + +69 +00:04:25,070 --> 00:04:27,090 +are going to be more linear to reject this + +70 +00:04:27,090 --> 00:04:31,250 +partnership. The final consideration, we called it + +71 +00:04:31,250 --> 00:04:34,470 +consistency with supplier's goal. All the time + +72 +00:04:34,470 --> 00:04:37,430 +remember, we have to look for the goals of these + +73 +00:04:37,430 --> 00:04:41,170 +partners and we have to examine our own goals. if + +74 +00:04:41,170 --> 00:04:44,870 +the two kinds of goals are beating one another + +75 +00:04:44,870 --> 00:04:48,050 +this means this is going to be another supportive + +76 +00:04:48,050 --> 00:04:51,410 +factor or consideration to approve this kind of + +77 +00:04:51,410 --> 00:04:55,010 +partnership so to sum up before we are going to + +78 +00:04:55,010 --> 00:04:57,710 +approve any offer of partnership we are going to + +79 +00:04:57,710 --> 00:05:00,390 +evaluate this offer according to four factors or + +80 +00:05:00,390 --> 00:05:05,130 +four considerations number one is our partner + +81 +00:05:05,130 --> 00:05:10,010 +having a potential impact if it is yes Then we are + +82 +00:05:10,010 --> 00:05:13,530 +going to the second. Are we talking about shared + +83 +00:05:13,530 --> 00:05:16,670 +common values between me as a business and him or + +84 +00:05:16,670 --> 00:05:19,570 +her as another partner? If the answer is yes, we + +85 +00:05:19,570 --> 00:05:22,350 +are going to go to the second. If we are talking + +86 +00:05:22,350 --> 00:05:24,850 +about good environment for this partnership, which + +87 +00:05:24,850 --> 00:05:27,450 +means are we talking about long-term relationship + +88 +00:05:27,450 --> 00:05:31,320 +with frequent dependence on one another? If there + +89 +00:05:31,320 --> 00:05:33,700 +is a kind of frequent dependence on one another, + +90 +00:05:34,260 --> 00:05:37,080 +then we can say yes there is a good environment + +91 +00:05:37,080 --> 00:05:39,960 +for this partnership. If the answer is yes, we + +92 +00:05:39,960 --> 00:05:43,460 +will go on finally to the goals. Are we talking + +93 +00:05:43,460 --> 00:05:46,480 +about shared goals for both businesses? If the + +94 +00:05:46,480 --> 00:05:50,570 +answer is yes, then the management might implement + +95 +00:05:50,570 --> 00:05:54,350 +and approve this offer of partnership. But if one + +96 +00:05:54,350 --> 00:05:59,530 +of these considerations, its answer is no, then I + +97 +00:05:59,530 --> 00:06:02,930 +have to reconsider this offer. We do not want to + +98 +00:06:02,930 --> 00:06:04,790 +say to reject, we would like to say to reconsider. + +99 +00:06:05,310 --> 00:06:07,950 +We would like to think about it in a very deeper + +100 +00:06:07,950 --> 00:06:11,790 +way. Okay, any question or comments about this? + +101 +00:06:12,310 --> 00:06:17,090 +Okay, let's go to the second. Now listen, here we + +102 +00:06:17,090 --> 00:06:23,430 +are talking about At home, if you would like to + +103 +00:06:23,430 --> 00:06:26,810 +make a meal or if you'd like to cook, sometimes we + +104 +00:06:26,810 --> 00:06:29,870 +are going to look at various tools by which we can + +105 +00:06:29,870 --> 00:06:34,030 +enhance the taste of this meal. Therefore, we + +106 +00:06:34,030 --> 00:06:38,410 +might pick up different kinds of seasonings. + +107 +00:06:39,410 --> 00:06:43,150 +The same thing with the relationship with the + +108 +00:06:43,150 --> 00:06:46,850 +buyer. We have to look for seasonings. We call + +109 +00:06:46,850 --> 00:06:51,150 +these seasonings by enhancement tools. To enhance + +110 +00:06:51,150 --> 00:06:55,450 +means to improve. Therefore, all sales agencies, + +111 +00:06:55,690 --> 00:06:58,450 +they are going to do their best in order to create + +112 +00:06:58,450 --> 00:07:03,090 +three kinds of enhancement tools. How we can + +113 +00:07:03,090 --> 00:07:05,170 +enhance our relationship with our own customers? + +114 +00:07:05,390 --> 00:07:09,990 +By three simple tools. Number one, each business + +115 +00:07:09,990 --> 00:07:14,310 +or sales company must create a value for its own + +116 +00:07:14,310 --> 00:07:17,130 +product or service in the eyes and in the hearts + +117 +00:07:17,130 --> 00:07:22,040 +of the customers. In other words, if the customer + +118 +00:07:22,040 --> 00:07:27,400 +feels that there is a strong value behind + +119 +00:07:27,400 --> 00:07:31,580 +purchasing your product or service, this means we + +120 +00:07:31,580 --> 00:07:35,920 +are able to create a value. A second enhancement + +121 +00:07:35,920 --> 00:07:39,200 +tool is meeting expectation, which means measure + +122 +00:07:39,200 --> 00:07:42,960 +of performance levels. The customers they are + +123 +00:07:42,960 --> 00:07:45,040 +going to look at measure our own performance as a + +124 +00:07:45,040 --> 00:07:49,550 +sales agency. If our performance is good, This + +125 +00:07:49,550 --> 00:07:52,290 +means we are expected or we are meeting or + +126 +00:07:52,290 --> 00:07:56,390 +satisfying the expectations of the customer. The + +127 +00:07:56,390 --> 00:07:58,890 +third kind of enhancement, we call it building + +128 +00:07:58,890 --> 00:08:03,670 +trust. Building trust means, me as a sales agency, + +129 +00:08:04,150 --> 00:08:07,710 +I have to walk the talk. What's the meaning of I + +130 +00:08:07,710 --> 00:08:11,350 +have to walk the talk? What I say must be done by + +131 +00:08:11,350 --> 00:08:15,020 +me. in the front of the eyes of our own customer. + +132 +00:08:15,600 --> 00:08:18,860 +So these are the three strategies or tools by + +133 +00:08:18,860 --> 00:08:22,720 +which we can enhance or improve or reinforce our + +134 +00:08:22,720 --> 00:08:25,220 +relationship with our own customers or accounts. + +135 +00:08:26,380 --> 00:08:29,840 +Now, the question which we should ask ourselves + +136 +00:08:29,840 --> 00:08:34,360 +now is the following. If we are going to ask you + +137 +00:08:34,360 --> 00:08:37,380 +before that another question, how many types of + +138 +00:08:37,380 --> 00:08:39,040 +relationships, sales relationships, do we have + +139 +00:08:39,040 --> 00:08:41,560 +with customers? Three types. What are these? + +140 +00:08:42,920 --> 00:08:46,120 +Excellent. Excellent Haneen. So we are talking + +141 +00:08:46,120 --> 00:08:48,200 +about three types of sales relationship. + +142 +00:08:49,000 --> 00:08:52,280 +Transactional which means traditional. Second one + +143 +00:08:52,280 --> 00:08:54,720 +consultative. The final one enterprise + +144 +00:08:54,720 --> 00:08:59,040 +relationship. The enterprise relationship, look at + +145 +00:08:59,040 --> 00:09:02,930 +here. This is the enterprise relationship which is + +146 +00:09:02,930 --> 00:09:06,270 +built on partnership. We will talk about this in a + +147 +00:09:06,270 --> 00:09:09,770 +very detailed way after a while. Now, each kind, + +148 +00:09:09,930 --> 00:09:13,050 +each type of sales relationship, they are + +149 +00:09:13,050 --> 00:09:16,790 +interpreting this kind of tools of enhancements in + +150 +00:09:16,790 --> 00:09:21,570 +different ways or in different ways. Let's examine + +151 +00:09:21,570 --> 00:09:24,490 +this thing. So if you are going to look at the + +152 +00:09:24,490 --> 00:09:27,700 +board, we are going to look at here. In the + +153 +00:09:27,700 --> 00:09:31,220 +horizontal line, we are listing the three types of + +154 +00:09:31,220 --> 00:09:33,760 +sales relationships, beginning from transactional, + +155 +00:09:34,280 --> 00:09:37,900 +consultative and enterprise. If we are going to + +156 +00:09:37,900 --> 00:09:40,540 +look at the vertical line, we are trying to + +157 +00:09:40,540 --> 00:09:43,360 +evaluate the three tools of enhancement of + +158 +00:09:43,360 --> 00:09:45,900 +relationships, beginning from creating value and + +159 +00:09:45,900 --> 00:09:50,020 +concluding by building trust. Now, each type of + +160 +00:09:50,020 --> 00:09:53,940 +relationship, they are interpreting this kind of + +161 +00:09:53,940 --> 00:09:56,520 +enhancement differently. Well, let's examine this + +162 +00:09:56,520 --> 00:09:58,900 +scenario. Let's begin with the first enhancement, + +163 +00:09:59,280 --> 00:10:02,140 +creating value. A transaction and sales + +164 +00:10:02,140 --> 00:10:05,320 +relationship, they are saying, creating value + +165 +00:10:05,320 --> 00:10:08,600 +means a good product that can be conveniently + +166 +00:10:08,600 --> 00:10:12,900 +purchased. In other words, they are saying, if we + +167 +00:10:12,900 --> 00:10:15,760 +would like to create value for our product, this + +168 +00:10:15,760 --> 00:10:19,100 +means our product must be sold to the customer in + +169 +00:10:19,100 --> 00:10:21,900 +a convenient way. In other words, with less time, + +170 +00:10:22,240 --> 00:10:26,210 +less effort and less cost. This is their + +171 +00:10:26,210 --> 00:10:29,250 +interpretation for creating value according to + +172 +00:10:29,250 --> 00:10:32,850 +transactional relationship. If you are going to + +173 +00:10:32,850 --> 00:10:34,990 +ask the consultative relationship, are you + +174 +00:10:34,990 --> 00:10:37,110 +understanding creating value in the same way, they + +175 +00:10:37,110 --> 00:10:41,350 +will say no. They will say no. How you are + +176 +00:10:41,350 --> 00:10:43,710 +understanding creating value? They will say a + +177 +00:10:43,710 --> 00:10:47,430 +solution to an important problem. Creating value + +178 +00:10:47,430 --> 00:10:51,230 +means A customer is suffering from a problem and + +179 +00:10:51,230 --> 00:10:54,030 +we should hurry up and find a solution for this + +180 +00:10:54,030 --> 00:10:58,210 +problem. This is the meaning of creating value. If + +181 +00:10:58,210 --> 00:11:00,290 +you are going to ask the same question for the + +182 +00:11:00,290 --> 00:11:02,870 +enterprise relationship, are you understanding + +183 +00:11:02,870 --> 00:11:05,010 +creating value in the same way, they will say also + +184 +00:11:05,010 --> 00:11:09,770 +no. Our understanding for creating value means a + +185 +00:11:09,770 --> 00:11:12,290 +supplier that will increase the shareholder value + +186 +00:11:12,290 --> 00:11:16,210 +of the organization. And remember, when we are + +187 +00:11:16,210 --> 00:11:18,990 +saying the word shareholder, here we are referring + +188 +00:11:18,990 --> 00:11:23,610 +to the customer. So the customer is classified or + +189 +00:11:23,610 --> 00:11:26,570 +is considered by the enterprise relationship to be + +190 +00:11:26,570 --> 00:11:33,290 +partner. Because of this we said shareholder. + +191 +00:11:34,330 --> 00:11:37,370 +And look at here. When we are talking about the + +192 +00:11:37,370 --> 00:11:40,430 +relationship or creating the value, the enterprise + +193 +00:11:40,430 --> 00:11:43,670 +relationship they are saying, we are not going to + +194 +00:11:43,670 --> 00:11:45,690 +create the value in the eyes of the customer + +195 +00:11:45,690 --> 00:11:49,830 +according to specific goods or services. We are + +196 +00:11:49,830 --> 00:11:55,610 +going to create value for our organization + +197 +00:11:55,610 --> 00:12:00,190 +as a whole rather than specific or partial + +198 +00:12:00,190 --> 00:12:03,600 +products or services here or there. In other + +199 +00:12:03,600 --> 00:12:07,080 +words, if our sales agency is going to disappear, + +200 +00:12:08,120 --> 00:12:10,920 +the work of this partner, the work of this + +201 +00:12:10,920 --> 00:12:13,120 +customer, for sure it is going to be influenced + +202 +00:12:13,120 --> 00:12:16,900 +negatively. For sure it is going to be influenced + +203 +00:12:16,900 --> 00:12:21,340 +negatively. Why? Its work is dependent on our own + +204 +00:12:21,340 --> 00:12:25,160 +work. In other words, our services and products + +205 +00:12:25,160 --> 00:12:28,940 +are going to enable this partner to maintain the + +206 +00:12:28,940 --> 00:12:32,440 +status of being competitive advantage holder. + +207 +00:12:33,660 --> 00:12:37,340 +Okay, now let's talk about the second enhancement. + +208 +00:12:37,700 --> 00:12:41,680 +The second enhancement is meeting expectation. The + +209 +00:12:41,680 --> 00:12:43,400 +people who are working according to the + +210 +00:12:43,400 --> 00:12:45,680 +traditional transactional relationship, they are + +211 +00:12:45,680 --> 00:12:49,320 +saying buyer has a clear set of expectation as to + +212 +00:12:49,320 --> 00:12:52,380 +the conduct of the relationship. So everything + +213 +00:12:52,380 --> 00:12:56,020 +related to the conduct of the relationship, if the + +214 +00:12:56,020 --> 00:12:58,680 +relationship or of the conduct or the performance. + +215 +00:12:59,470 --> 00:13:02,770 +is going to be conducted according to various + +216 +00:13:02,770 --> 00:13:06,010 +simple examples and methods where everything will + +217 +00:13:06,010 --> 00:13:09,610 +be maintained and kept by the sales agency. This + +218 +00:13:09,610 --> 00:13:13,130 +means this sales agency is meeting it's our or the + +219 +00:13:13,130 --> 00:13:15,870 +customer's expectation. + +220 +00:13:17,110 --> 00:13:20,930 +We are going to give example after a while. But + +221 +00:13:20,930 --> 00:13:23,350 +meeting expectation for the consultative + +222 +00:13:23,350 --> 00:13:27,970 +relationship is buyer must or might not understand + +223 +00:13:28,750 --> 00:13:31,670 +what is the problem which they are suffering from. + +224 +00:13:32,750 --> 00:13:35,270 +So how I am going to meet the expectation of my + +225 +00:13:35,270 --> 00:13:39,050 +customers? By enabling them to understand what is + +226 +00:13:39,050 --> 00:13:42,630 +the exact problem. I'm going to enable them to + +227 +00:13:42,630 --> 00:13:45,570 +identify their own problem. If you are able to do + +228 +00:13:45,570 --> 00:13:48,330 +that, this means you are meeting their expectation + +229 +00:13:48,330 --> 00:13:53,750 +according to consultative relationship. But in the + +230 +00:13:53,750 --> 00:13:56,230 +enterprise, they are saying the situation isn't in + +231 +00:13:56,230 --> 00:13:59,330 +this way. They are saying buyers' expectations are + +232 +00:13:59,330 --> 00:14:03,230 +strategic and long-term relationships for + +233 +00:14:03,230 --> 00:14:07,350 +achieving the objectives of our own customers. So + +234 +00:14:07,350 --> 00:14:10,230 +our relationships with our customers are + +235 +00:14:10,230 --> 00:14:15,090 +permanent, long-term, strategic. We are going to + +236 +00:14:15,090 --> 00:14:18,990 +enable our partner or customer to achieve their + +237 +00:14:18,990 --> 00:14:22,190 +own objectives. This is the meaning of meeting + +238 +00:14:22,190 --> 00:14:24,810 +expectations according to an enterprise + +239 +00:14:24,810 --> 00:14:28,130 +relationship. Let's come to the final one, the + +240 +00:14:28,130 --> 00:14:30,250 +final one we are referring here to building trust. + +241 +00:14:31,010 --> 00:14:34,150 +Building trust, it is interpreted according to + +242 +00:14:34,150 --> 00:14:36,890 +transaction relationship by saying a supplier + +243 +00:14:36,890 --> 00:14:41,530 +would do what has been promised. Walk the talk. If + +244 +00:14:41,530 --> 00:14:45,030 +you promise to do something on this date, this + +245 +00:14:45,030 --> 00:14:47,630 +means it must be fulfilled by you as a sales + +246 +00:14:47,630 --> 00:14:50,210 +agency if you would like to increase the trust + +247 +00:14:50,210 --> 00:14:54,760 +with the customer. But the consultative they are + +248 +00:14:54,760 --> 00:14:57,380 +saying the situation isn't in this way. They are + +249 +00:14:57,380 --> 00:15:01,320 +saying building trust means a supplier will do + +250 +00:15:01,320 --> 00:15:05,280 +what is necessary to solve the problem. We are + +251 +00:15:05,280 --> 00:15:07,320 +looking, we are pragmatists. Our customers are + +252 +00:15:07,320 --> 00:15:10,140 +looking for the solution. If you are able to + +253 +00:15:10,140 --> 00:15:13,400 +provide us with the solution, this means we are + +254 +00:15:13,400 --> 00:15:16,760 +going to trust you more and more. But the + +255 +00:15:16,760 --> 00:15:19,200 +enterprise relationship they are saying, a + +256 +00:15:19,200 --> 00:15:22,000 +supplier will do everything possible to increase + +257 +00:15:22,000 --> 00:15:26,220 +the buyer's competitive advantage. In other words, + +258 +00:15:27,340 --> 00:15:32,060 +we can gain the trust of our customers if we are + +259 +00:15:32,060 --> 00:15:37,940 +able to enable them to keep the status of being + +260 +00:15:37,940 --> 00:15:42,160 +competitive in the market. This means what? This + +261 +00:15:42,160 --> 00:15:44,540 +means we are looking at the customer as a partner + +262 +00:15:44,540 --> 00:15:47,520 +and the partner here might be an organization. + +263 +00:15:48,640 --> 00:15:52,420 +This organization cannot function its work or do + +264 +00:15:52,420 --> 00:15:55,280 +its own business without returning back to us. + +265 +00:15:55,880 --> 00:15:58,980 +Why? Because we are providing them with strategic + +266 +00:15:58,980 --> 00:16:04,480 +vital products or services. Clear? It isn't clear + +267 +00:16:04,480 --> 00:16:07,800 +enough. Let's give a tangible example. Look at + +268 +00:16:07,800 --> 00:16:11,590 +her. Imagine we are going to talk about the buyer + +269 +00:16:11,590 --> 00:16:15,830 +in the first two examples. The buyer here is our + +270 +00:16:15,830 --> 00:16:21,770 +university, IUG. In the first example, we are + +271 +00:16:21,770 --> 00:16:25,610 +going to look, IUG is in a bad need, for example, + +272 +00:16:25,790 --> 00:16:30,110 +for 100 or 1500 wooden seats. + +273 +00:16:34,310 --> 00:16:40,920 +Exactly. Let's ask ourselves this question. Buyer, + +274 +00:16:41,340 --> 00:16:43,680 +the IOG, are they going to have a creating value + +275 +00:16:43,680 --> 00:16:46,480 +from these wooden seats? Of course. Without these + +276 +00:16:46,480 --> 00:16:49,060 +wooden seats, we cannot conduct our education + +277 +00:16:49,060 --> 00:16:53,000 +process. This is important. It's very important. + +278 +00:16:53,840 --> 00:16:57,120 +Second, we are going to find the manufacturer + +279 +00:16:57,120 --> 00:17:01,740 +here. The manufacturer is going to be the + +280 +00:17:01,740 --> 00:17:05,860 +supplier. The supplier is going to provide them + +281 +00:17:05,860 --> 00:17:09,120 +with the specification of each kind of wooden + +282 +00:17:09,120 --> 00:17:12,260 +seat. what are the raw materials which are used. + +283 +00:17:12,980 --> 00:17:16,700 +In addition, the manufacturer will inform the AUG, + +284 +00:17:17,460 --> 00:17:20,900 +who is the buyer, where and when they are going to + +285 +00:17:20,900 --> 00:17:25,100 +deliver the shipment, the exact day, the exact day + +286 +00:17:25,100 --> 00:17:28,620 +and exact time and everything in a very clear way. + +287 +00:17:29,400 --> 00:17:33,100 +Later on, if this manufacturer provided the AUG + +288 +00:17:33,100 --> 00:17:39,560 +with this 1500 wooden seats, this means he was + +289 +00:17:39,560 --> 00:17:43,880 +able to create a trust. Now, this kind of + +290 +00:17:43,880 --> 00:17:47,240 +relationship is considered to be transactional or + +291 +00:17:47,240 --> 00:17:51,540 +traditional. Why? Various reasons. Number one, we + +292 +00:17:51,540 --> 00:17:53,680 +are talking about a product which is considered to + +293 +00:17:53,680 --> 00:17:55,060 +be traditional. + +294 +00:17:58,830 --> 00:18:01,950 +Can this product supply to us by more than one + +295 +00:18:01,950 --> 00:18:06,270 +manufacturer? Of course. A second reason, we said + +296 +00:18:06,270 --> 00:18:09,270 +this example is based or founded on traditional + +297 +00:18:09,270 --> 00:18:13,330 +relationship because it isn't going to happen only + +298 +00:18:13,330 --> 00:18:17,710 +according to one word, which is demand. + +299 +00:18:19,970 --> 00:18:24,230 +If the buyer now demanded a kind of a product or + +300 +00:18:24,230 --> 00:18:28,090 +service, this buyer will speak up and request it. + +301 +00:18:29,650 --> 00:18:33,390 +But if the buyer doesn't need or doesn't have this + +302 +00:18:33,390 --> 00:18:37,950 +demand, he or she will not contact you as a sales + +303 +00:18:37,950 --> 00:18:43,690 +agency. At the same time, remember this + +304 +00:18:43,690 --> 00:18:46,230 +manufacturer or according to this transactional + +305 +00:18:46,230 --> 00:18:49,870 +relationship, this manufacturer isn't going to be + +306 +00:18:49,870 --> 00:18:53,610 +rich or poor if the EUG will not contact him or + +307 +00:18:53,610 --> 00:18:59,310 +her. Why? Exactly. We are talking about hundreds + +308 +00:18:59,310 --> 00:19:02,870 +and even thousands and thousands of customers. So + +309 +00:19:02,870 --> 00:19:05,870 +if IOG in this example, the buyer isn't going to + +310 +00:19:05,870 --> 00:19:07,710 +contact them, that's fine. We are not going to be + +311 +00:19:07,710 --> 00:19:11,190 +influenced. Because of this, we are saying this + +312 +00:19:11,190 --> 00:19:14,070 +scenario is a transactional relationship. + +313 +00:19:17,810 --> 00:19:19,970 +Now let's go to the consultative relationship. + +314 +00:19:21,930 --> 00:19:25,370 +Let's imagine this scenario or this example. The + +315 +00:19:25,370 --> 00:19:29,140 +IOG here also is the buyer. This is the first + +316 +00:19:29,140 --> 00:19:32,680 +example, forget it now. In the second example, + +317 +00:19:32,840 --> 00:19:35,520 +also the IUG is the buyer. They would like, for + +318 +00:19:35,520 --> 00:19:39,800 +example, to connect Al Hidan building with + +319 +00:19:39,800 --> 00:19:42,680 +something called internet network. + +320 +00:19:45,560 --> 00:19:48,080 +While they are trying to provide this building + +321 +00:19:48,080 --> 00:19:50,720 +with efficient and effective internet network, + +322 +00:19:51,300 --> 00:19:55,450 +they encounter problems and troubles. They tried + +323 +00:19:55,450 --> 00:19:57,850 +to figure out what is the problem here, but they + +324 +00:19:57,850 --> 00:20:01,430 +couldn't figure it out. So what are they going to + +325 +00:20:01,430 --> 00:20:05,610 +do? They are going to ask a consultative internet + +326 +00:20:05,610 --> 00:20:08,930 +networking company to come and diagnose the + +327 +00:20:08,930 --> 00:20:09,510 +problem. + +328 +00:20:13,610 --> 00:20:17,920 +The problem is the filming. We are talking about a + +329 +00:20:17,920 --> 00:20:21,180 +scenario where the buyer is the IOG once again. + +330 +00:20:21,920 --> 00:20:24,320 +The IOG, for example, would like to install + +331 +00:20:24,320 --> 00:20:27,780 +efficient and effective internet network in the + +332 +00:20:27,780 --> 00:20:31,260 +Heidan building. They tried to install this + +333 +00:20:31,260 --> 00:20:35,730 +network, but they couldn't do that. why they + +334 +00:20:35,730 --> 00:20:38,890 +weren't able to classify or identify what are the + +335 +00:20:38,890 --> 00:20:43,350 +troubles or the hindrances which are preventing + +336 +00:20:43,350 --> 00:20:46,890 +the management of the IUG to install this network. + +337 +00:20:48,030 --> 00:20:50,590 +So what we are going to do, we are going to + +338 +00:20:50,590 --> 00:20:53,470 +consult this problem with a specialized internet + +339 +00:20:53,470 --> 00:20:56,830 +networking private company. This internet + +340 +00:20:56,830 --> 00:21:00,010 +networking private company will come to Al-Hidal + +341 +00:21:00,010 --> 00:21:01,870 +building where they are going to diagnose and + +342 +00:21:01,870 --> 00:21:07,130 +examine the building. according to each floor and + +343 +00:21:07,130 --> 00:21:10,130 +later on they are going to figure out what is the + +344 +00:21:10,130 --> 00:21:13,050 +major problem and later on they will recommend the + +345 +00:21:13,050 --> 00:21:16,170 +solution and later on they will recommend the + +346 +00:21:16,170 --> 00:21:19,930 +solution now the solution is offered by this + +347 +00:21:19,930 --> 00:21:23,210 +private company to the management of the IUG where + +348 +00:21:23,210 --> 00:21:28,380 +it's up to IUG to take it or to leave it now We + +349 +00:21:28,380 --> 00:21:31,500 +are talking here a consultative relationship. It + +350 +00:21:31,500 --> 00:21:34,540 +isn't going to happen or emerge unless if the + +351 +00:21:34,540 --> 00:21:38,420 +buyer is having exactly. So the keyword here is + +352 +00:21:38,420 --> 00:21:44,920 +problem. The keyword here is a problem. Your role + +353 +00:21:44,920 --> 00:21:47,960 +as a supplier or sales agency is to find this + +354 +00:21:47,960 --> 00:21:51,580 +suitable problem. To find or to solve this + +355 +00:21:51,580 --> 00:21:56,250 +problem. Now, let's talk now about the third one. + +356 +00:21:56,950 --> 00:22:00,010 +The third one here, when we are talking about + +357 +00:22:00,010 --> 00:22:02,490 +enterprise relationship, the enterprise + +358 +00:22:02,490 --> 00:22:04,790 +relationship, as we said, it is founded on the + +359 +00:22:04,790 --> 00:22:07,630 +partnership. When we are saying partnership, we + +360 +00:22:07,630 --> 00:22:10,610 +are talking about long-term strategic + +361 +00:22:10,610 --> 00:22:15,230 +relationship, which means buyer will be influenced + +362 +00:22:15,230 --> 00:22:18,850 +by the supplier and in turn, the supplier will be + +363 +00:22:18,850 --> 00:22:22,270 +influenced by the buyer. In contrast with + +364 +00:22:22,270 --> 00:22:26,670 +transactional. Exactly. Excellent. Now let's focus + +365 +00:22:26,670 --> 00:22:28,530 +and give the third example for the enterprise + +366 +00:22:28,530 --> 00:22:31,550 +relationship. In the enterprise relationship, for + +367 +00:22:31,550 --> 00:22:33,970 +example, if you remember when we gave example + +368 +00:22:33,970 --> 00:22:37,050 +about Al Aila Bakery and one of the eggs + +369 +00:22:37,050 --> 00:22:40,810 +restaurants in Gaza. Here in the third example, we + +370 +00:22:40,810 --> 00:22:44,870 +are talking about the bakery. The bakery is + +371 +00:22:44,870 --> 00:22:47,990 +considered to be what? The buyer. The restaurant + +372 +00:22:47,990 --> 00:22:53,190 +here is the supplier. If you are going to talk + +373 +00:22:53,190 --> 00:22:56,610 +about the mutual transaction between these two + +374 +00:22:56,610 --> 00:22:59,530 +partners, they are frequent. What's the meaning of + +375 +00:22:59,530 --> 00:23:03,330 +they are frequent? Mutabadila. They are permanent + +376 +00:23:03,330 --> 00:23:07,190 +and they are daily. Daily the bakery is going to + +377 +00:23:07,190 --> 00:23:09,630 +come and buy, sorry, the restaurant is going to + +378 +00:23:09,630 --> 00:23:12,690 +come. Now listen, the bakery here is the supplier, + +379 +00:23:13,350 --> 00:23:18,920 +sorry, and the restaurant is? Okay, the buyer, + +380 +00:23:19,060 --> 00:23:22,440 +sorry. And the restaurant is the buyer. So daily, + +381 +00:23:22,780 --> 00:23:26,700 +the restaurant is going to come and buy or + +382 +00:23:26,700 --> 00:23:30,540 +purchase bread from the bakery. So we are talking + +383 +00:23:30,540 --> 00:23:35,140 +about frequent transactions. Somebody is going to + +384 +00:23:35,140 --> 00:23:38,380 +say, is this a strategic relationship? Yes. Why? + +385 +00:23:39,240 --> 00:23:42,420 +Number one, it is a permanent relationship. It is + +386 +00:23:42,420 --> 00:23:45,530 +a continual one. Second, The restaurants cannot + +387 +00:23:45,530 --> 00:23:48,930 +function normally without purchasing this kind of + +388 +00:23:48,930 --> 00:23:52,930 +a product which is bread. Now remember also, + +389 +00:23:53,530 --> 00:23:55,750 +somebody is going to say, but restaurants can find + +390 +00:23:55,750 --> 00:23:58,670 +a substitute, can find an alternative. You are + +391 +00:23:58,670 --> 00:24:00,850 +right, but finding a permanent alternative isn't + +392 +00:24:00,850 --> 00:24:04,120 +an easy thing. Why? First, we would like to test + +393 +00:24:04,120 --> 00:24:06,900 +and experiment the product of the bread. Second, + +394 +00:24:07,060 --> 00:24:09,320 +we are going to reach at a deal. Third, we are + +395 +00:24:09,320 --> 00:24:12,100 +going to reach at an acceptable, reasonable price. + +396 +00:24:12,660 --> 00:24:15,940 +And so on and so on. So all these things are going + +397 +00:24:15,940 --> 00:24:18,530 +to influence the work of the restaurant. In + +398 +00:24:18,530 --> 00:24:22,070 +return, bakery is interested in pushing and + +399 +00:24:22,070 --> 00:24:24,610 +sustaining the relationship with the restaurant. + +400 +00:24:24,810 --> 00:24:27,890 +Why? Because restaurant is consuming a big + +401 +00:24:27,890 --> 00:24:31,570 +commodity or big commodities of this product + +402 +00:24:31,570 --> 00:24:35,350 +daily. Therefore, the restaurant is contributing + +403 +00:24:35,350 --> 00:24:39,030 +to the margin of profit of the bakery in a very + +404 +00:24:39,030 --> 00:24:43,050 +expansive way. So if it is inexpensive way and + +405 +00:24:43,050 --> 00:24:46,490 +vice versa, here we are talking about partnership + +406 +00:24:46,490 --> 00:24:48,830 +relationship or we call it enterprise + +407 +00:24:48,830 --> 00:24:54,190 +relationship. Enterprise relationship. So if one + +408 +00:24:54,190 --> 00:24:55,750 +of them is absent from the scene of the + +409 +00:24:55,750 --> 00:25:00,770 +transaction, one of them will be injured. And this + +410 +00:25:00,770 --> 00:25:05,050 +injury might be dangerous to the degree that he or + +411 +00:25:05,050 --> 00:25:08,490 +she will lose its status of competitive advantage. + +412 +00:25:11,060 --> 00:25:14,340 +Any questions or comments about this? So these are + +413 +00:25:14,340 --> 00:25:17,520 +the three types of the sales relationship and how + +414 +00:25:17,520 --> 00:25:20,120 +they are looking at the enhancement tools which + +415 +00:25:20,120 --> 00:25:24,060 +are creating value, number two meeting expectation + +416 +00:25:24,060 --> 00:25:28,020 +and finally building trust. Any questions or + +417 +00:25:28,020 --> 00:25:32,300 +comments about this? Now let's move on. Let's + +418 +00:25:32,300 --> 00:25:35,100 +summarize what we have said now by this diagram. + +419 +00:25:38,940 --> 00:25:43,500 +diagram and listen here. If you are going to look + +420 +00:25:43,500 --> 00:25:45,220 +at this diagram, I would like somebody to + +421 +00:25:45,220 --> 00:25:47,360 +interpret this diagram for us. What can you say or + +422 +00:25:47,360 --> 00:25:51,100 +comment on it? What can you say or comment on it? + +423 +00:25:51,220 --> 00:25:51,680 +Go on, Hanin. + +424 +00:25:54,880 --> 00:26:05,900 +So these + +425 +00:26:05,900 --> 00:26:09,840 +are what, Hanin? Exactly, these are the stages of + +426 +00:26:09,840 --> 00:26:11,860 +purchasing decision beginning from recognition of + +427 +00:26:11,860 --> 00:26:14,380 +needs and concluded by implementation and + +428 +00:26:14,380 --> 00:26:17,280 +evaluation. But the vertical line it reflects to + +429 +00:26:17,280 --> 00:26:20,660 +what? Customer value, this value might be high or + +430 +00:26:20,660 --> 00:26:25,060 +might be low or might be medium. Now, how each + +431 +00:26:25,060 --> 00:26:28,040 +kind of sales relationship is looking at the + +432 +00:26:28,040 --> 00:26:31,380 +customer value according to each stage of + +433 +00:26:31,380 --> 00:26:34,450 +purchasing decision? So let's begin with number + +434 +00:26:34,450 --> 00:26:37,350 +one, which is enterprise. How the enterprise + +435 +00:26:37,350 --> 00:26:38,770 +relationship is going to look at the customer + +436 +00:26:38,770 --> 00:26:44,070 +value? It's very high. Why it's very high? Because + +437 +00:26:44,070 --> 00:26:47,130 +we said before a while, we are looking at this + +438 +00:26:47,130 --> 00:26:53,130 +customer as? Exactly. Because of this, we said he + +439 +00:26:53,130 --> 00:26:56,770 +or she is a partner. Therefore, the customer value + +440 +00:26:56,770 --> 00:27:01,350 +is very high. A second thing, look at the line + +441 +00:27:01,350 --> 00:27:04,190 +which depicts, portray, + +442 +00:27:07,590 --> 00:27:12,830 +show, depict the relationship between the customer + +443 +00:27:12,830 --> 00:27:16,570 +and the supplier. This line is permanent, + +444 +00:27:19,990 --> 00:27:20,470 +strategic, + +445 +00:27:23,100 --> 00:27:28,440 +and long term relationship. + +446 +00:27:29,900 --> 00:27:33,160 +When we are saying permanent, it is continuous, it + +447 +00:27:33,160 --> 00:27:35,340 +is strategic, it is long term. Because of this we + +448 +00:27:35,340 --> 00:27:38,640 +are talking about extended line rather than + +449 +00:27:38,640 --> 00:27:42,280 +interrupted one. Extended line rather than + +450 +00:27:42,280 --> 00:27:45,690 +interrupted one. If you are going to look at the + +451 +00:27:45,690 --> 00:27:49,150 +customer value according to the consultative + +452 +00:27:49,150 --> 00:27:52,590 +relationship, this customer value has a medium + +453 +00:27:52,590 --> 00:27:57,450 +value. Medium. And the relationship here is + +454 +00:27:57,450 --> 00:28:01,230 +depicted by interrupted lines. Because of this, we + +455 +00:28:01,230 --> 00:28:05,190 +are saying it is interrupted. It means what? It is + +456 +00:28:05,190 --> 00:28:14,600 +semi-permanent and semi-strategic. And semi means + +457 +00:28:14,600 --> 00:28:15,360 +long term. + +458 +00:28:20,000 --> 00:28:22,360 +And Allah in the word semi. + +459 +00:28:24,320 --> 00:28:30,160 +Semi means almost, but isn't complete. Exactly. + +460 +00:28:31,480 --> 00:28:34,260 +Now if you are going to talk about the customer + +461 +00:28:34,260 --> 00:28:36,820 +value in the eyes of the transaction relationship, + +462 +00:28:37,520 --> 00:28:43,930 +it is very low. Therefore, this low relationship, + +463 +00:28:44,310 --> 00:28:48,110 +we refer to it by interrupted even points rather + +464 +00:28:48,110 --> 00:28:50,890 +than interrupted lines, which means the + +465 +00:28:50,890 --> 00:28:53,870 +relationship is weaker than the consultative one. + +466 +00:28:55,110 --> 00:28:57,610 +Here we are referring to the points rather than + +467 +00:28:57,610 --> 00:29:03,770 +interrupted lines. Okay? Now, so the relationship + +468 +00:29:03,770 --> 00:29:12,430 +here is short, temporally, temporally and non + +469 +00:29:12,430 --> 00:29:21,230 +-strategic and non-strategic now let's ask you a + +470 +00:29:21,230 --> 00:29:24,610 +final question about this diagram which is why in + +471 +00:29:24,610 --> 00:29:27,790 +the purchasing decision within the consultative + +472 +00:29:27,790 --> 00:29:30,170 +relationship why the role here is very limited + +473 +00:29:30,170 --> 00:29:37,510 +regarding the customer value go on + +474 +00:29:42,150 --> 00:29:51,990 +offer for the customer and also excellent + +475 +00:29:51,990 --> 00:29:58,510 +excellent the final decision making for adopting + +476 +00:29:58,510 --> 00:30:02,430 +this solution is for the customer we are providing + +477 +00:30:02,430 --> 00:30:05,570 +him with our own consultancy what's up to customer + +478 +00:30:05,570 --> 00:30:08,760 +to take it or to leave it because of this we said + +479 +00:30:08,760 --> 00:30:11,800 +the role here in the purchasing decision is very + +480 +00:30:11,800 --> 00:30:15,220 +limited exactly or it is down good this is the + +481 +00:30:15,220 --> 00:30:19,500 +answer any question any comments about this any + +482 +00:30:19,500 --> 00:30:22,400 +question any comments these things are very + +483 +00:30:22,400 --> 00:30:27,360 +important they are very important any questions + +484 +00:30:27,360 --> 00:30:31,880 +any comments about the diagram move okay let's + +485 +00:30:31,880 --> 00:30:35,640 +move on let's conclude today's class by the + +486 +00:30:35,640 --> 00:30:43,540 +following notice Now listen, remember if we would + +487 +00:30:43,540 --> 00:30:47,040 +like to create a strong successful salesperson, + +488 +00:30:47,760 --> 00:30:50,240 +this salesperson must be able to draw something + +489 +00:30:50,240 --> 00:30:51,700 +called sales estimates. + +490 +00:30:54,100 --> 00:30:58,180 +In other words, the salesperson must have the + +491 +00:30:58,180 --> 00:31:00,980 +experience, must have the training to draw + +492 +00:31:00,980 --> 00:31:05,840 +accurate estimation of sales value which he or she + +493 +00:31:05,840 --> 00:31:09,860 +is going to do. Clear? Because of this, we are + +494 +00:31:09,860 --> 00:31:12,920 +saying the majority of salespeople estimates of + +495 +00:31:12,920 --> 00:31:15,520 +expected performance levels are not very accurate + +496 +00:31:15,520 --> 00:31:20,860 +with a margin error of 50%. This means the + +497 +00:31:20,860 --> 00:31:22,960 +majority of salespeople they are suffering from + +498 +00:31:22,960 --> 00:31:28,140 +this area. They cannot conclude or draw concrete + +499 +00:31:28,140 --> 00:31:32,020 +solid estimation. Why? For various reasons. We + +500 +00:31:32,020 --> 00:31:35,490 +will talk about them later on. Second, the + +501 +00:31:35,490 --> 00:31:38,330 +performance of individual salespeople was directly + +502 +00:31:38,330 --> 00:31:40,410 +related to the accuracy of their estimates. + +503 +00:31:40,970 --> 00:31:44,390 +Meaning, the more your estimates are going to be + +504 +00:31:44,390 --> 00:31:47,290 +correct, the more your performance will increase. + +505 +00:31:47,910 --> 00:31:51,650 +The vice versa is correct. The less accuracy of + +506 +00:31:51,650 --> 00:31:54,090 +your estimation you will have, the less sales + +507 +00:31:54,090 --> 00:31:59,390 +performance you will get. The less performance of + +508 +00:31:59,390 --> 00:32:03,710 +sales you will get. It is opposite relationship. + +509 +00:32:05,260 --> 00:32:08,860 +Any questions? Any comments? Now let's go on + +510 +00:32:08,860 --> 00:32:13,060 +regarding this Your performance of sales will + +511 +00:32:13,060 --> 00:32:19,540 +increase if your estimation was accurate and vice + +512 +00:32:19,540 --> 00:32:25,040 +versa if your accuracy of your estimation is down + +513 +00:32:25,040 --> 00:32:27,560 +your performance of sales will be down as well + +514 +00:32:31,900 --> 00:32:34,960 +The third thing, this is for you, I need somebody + +515 +00:32:34,960 --> 00:32:38,060 +to ask why I'm going to give her a bonus. If she's + +516 +00:32:38,060 --> 00:32:40,520 +going to answer or if she's going to interpret. + +517 +00:32:41,080 --> 00:32:46,760 +What is the meaning of this? And why? Who would + +518 +00:32:46,760 --> 00:32:47,800 +allow you to take this initiative? + +519 +00:32:52,980 --> 00:32:53,580 +Go on. + +520 +00:33:00,820 --> 00:33:04,750 +This one. What's the meaning of it? And why? + +521 +00:33:08,930 --> 00:33:12,710 +Two points bonus. Telemarketers are normally + +522 +00:33:12,710 --> 00:33:16,510 +insider. No, no, no. Okay, okay. We consider them + +523 +00:33:16,510 --> 00:33:20,250 +insider. Okay, I have three points. Farah. Okay, + +524 +00:33:20,570 --> 00:33:22,850 +I'm not sure, but I think this relates something + +525 +00:33:22,850 --> 00:33:26,610 +related to the telemarketers that outside said + +526 +00:33:26,610 --> 00:33:28,870 +such people as you said that they're the one + +527 +00:33:38,740 --> 00:33:41,700 +So they are making something called field sales. + +528 +00:33:42,140 --> 00:33:45,200 +So they might knock out doors or they might be in + +529 +00:33:45,200 --> 00:33:48,140 +the markets themselves. These are the outsiders. + +530 +00:33:48,820 --> 00:33:53,740 +But the insiders, they are the telemarketers, + +531 +00:33:53,900 --> 00:33:59,580 +which means Which means they are the salesperson + +532 +00:33:59,580 --> 00:34:02,720 +who are using internet, telephone, cell phone, + +533 +00:34:02,900 --> 00:34:06,380 +email communications with potential customers. + +534 +00:34:07,000 --> 00:34:09,300 +This is the meaning of this. Why they are more + +535 +00:34:09,300 --> 00:34:11,800 +accurate than telemarketers? I'm not sure, but + +536 +00:34:11,800 --> 00:34:15,020 +telemarketers are more accurate because their + +537 +00:34:15,020 --> 00:34:18,660 +expectations + +538 +00:34:18,660 --> 00:34:23,740 +might be better because the customers respond to + +539 +00:34:23,740 --> 00:34:25,740 +the telemarketer more than to sell the product. + +540 +00:34:27,660 --> 00:34:30,380 +Why? Why is this? Why the people in the field, + +541 +00:34:30,440 --> 00:34:35,120 +they are not going to respond to them? Why? Gone, + +542 +00:34:35,220 --> 00:34:40,160 +gone. I'm not sure also, but maybe because the + +543 +00:34:40,160 --> 00:34:43,040 +outside says people are not always looking on the + +544 +00:34:43,040 --> 00:34:45,820 +records, but if anyone says you might have surveys + +545 +00:34:45,820 --> 00:34:52,230 +that you know this phone number is for So the data + +546 +00:34:52,230 --> 00:34:55,130 +according to which telemarketers are working are + +547 +00:34:55,130 --> 00:34:58,290 +more accurate than the data of the field markets. + +548 +00:34:58,550 --> 00:35:01,370 +This is one reason. Another reason? Maybe the + +549 +00:35:01,370 --> 00:35:05,150 +outside salesperson, they are voluntary. They go + +550 +00:35:05,150 --> 00:35:09,990 +to home just to pay. Okay. The suppliers are not + +551 +00:35:09,990 --> 00:35:13,850 +paying to them. But the telemarketer maybe they + +552 +00:35:13,850 --> 00:35:22,380 +gain a rent. Let's paraphrase it. How? make a + +553 +00:35:22,380 --> 00:35:27,720 +telephone with a loyal customer or current + +554 +00:35:27,720 --> 00:35:31,900 +customer of a specific organization, not any + +555 +00:35:31,900 --> 00:35:37,360 +customer in the street. Okay. So we make a + +556 +00:35:37,360 --> 00:35:41,260 +telephone with a current customer, you know if he + +557 +00:35:41,260 --> 00:35:44,340 +will buy or will be loyal or not. And why the + +558 +00:35:44,340 --> 00:35:46,500 +field we do not know if he is going to buy or not? + +559 +00:35:47,430 --> 00:35:52,050 +Because he knows that the profile of this customer + +560 +00:35:52,050 --> 00:35:56,030 +will be loyal or not loyal. Not exactly. Final + +561 +00:35:56,030 --> 00:35:58,470 +word, Hanin. Because most of them don't know much + +562 +00:35:58,470 --> 00:36:02,130 +about the organization. They don't know much about + +563 +00:36:02,130 --> 00:36:04,750 +the inside selling and the organization and the + +564 +00:36:04,750 --> 00:36:07,190 +status of the organization and the outsiders. But + +565 +00:36:07,190 --> 00:36:09,570 +the outside sales people know limited information + +566 +00:36:09,570 --> 00:36:12,870 +about just the outside environment. Generally + +567 +00:36:12,870 --> 00:36:15,070 +good. Now listen. Let's sum up because of the + +568 +00:36:15,070 --> 00:36:18,970 +time. So the first reason as Farah said all the + +569 +00:36:18,970 --> 00:36:23,830 +time remember the telemarketers they are going to + +570 +00:36:23,830 --> 00:36:27,670 +work according to specific and accurate data than + +571 +00:36:27,670 --> 00:36:32,590 +the data which are used by the field market reason + +572 +00:36:32,590 --> 00:36:37,090 +number two which is more important look at here if + +573 +00:36:37,090 --> 00:36:40,210 +somebody is going to phone you for example from + +574 +00:36:40,210 --> 00:36:42,470 +palestinian telecommunication company or from + +575 +00:36:42,470 --> 00:36:46,410 +fusion company or from hadara company he or she is + +576 +00:36:46,410 --> 00:36:49,670 +going to offer you hi customer we would like to + +577 +00:36:49,670 --> 00:36:53,330 +offer you for example two megabyte internet + +578 +00:36:53,330 --> 00:36:58,210 +capacity with the same price of one megabyte Are + +579 +00:36:58,210 --> 00:37:01,190 +you going to approve or disapprove? We are going + +580 +00:37:01,190 --> 00:37:03,990 +to approve or disapprove precisely and accurately + +581 +00:37:03,990 --> 00:37:08,030 +and clearly. Why? Various reasons. First, we do + +582 +00:37:08,030 --> 00:37:11,390 +not know this salesperson. Second, he doesn't know + +583 +00:37:11,390 --> 00:37:15,630 +us. Third, we do not feel shy. Fourth, we are not + +584 +00:37:15,630 --> 00:37:20,810 +under pressure. Fifth, we do not care. Sixth, the + +585 +00:37:20,810 --> 00:37:23,370 +respondent, the salesperson would like to have a + +586 +00:37:23,370 --> 00:37:28,090 +final answer, yes or no. This is in contrast with + +587 +00:37:28,090 --> 00:37:31,690 +what? Sales in the field. Sales in the field, we + +588 +00:37:31,690 --> 00:37:34,250 +are going to talk about face to face, eye contact, + +589 +00:37:34,750 --> 00:37:37,510 +probability of shyness, probability of politeness, + +590 +00:37:38,010 --> 00:37:41,130 +we will see, we will cover, here is my number and + +591 +00:37:41,130 --> 00:37:43,790 +we will be in touch. Therefore, the answers are + +592 +00:37:43,790 --> 00:37:46,760 +not clear cut. So if the answers are not clear + +593 +00:37:46,760 --> 00:37:50,300 +-cut, this means this is going to lead to wrong + +594 +00:37:50,300 --> 00:37:52,400 +estimation or wrong calculation of this + +595 +00:37:52,400 --> 00:37:56,760 +estimation. Why? The feedback and the data which + +596 +00:37:56,760 --> 00:37:59,260 +we are receiving from the mouth of our customers, + +597 +00:37:59,560 --> 00:38:02,380 +they are not clear-cut, they are something in + +598 +00:38:02,380 --> 00:38:05,480 +between. Why? Various reasons. This reason might + +599 +00:38:05,480 --> 00:38:09,200 +be shyness, politeness, we are under pressure, not + +600 +00:38:09,200 --> 00:38:12,040 +a clear answer, we will see here is our phone + +601 +00:38:12,040 --> 00:38:14,260 +number, we will contact you if we need you. + +602 +00:38:14,720 --> 00:38:17,900 +Therefore, these things might push us to make an + +603 +00:38:17,900 --> 00:38:22,020 +accurate calculation for our own sales estimation. + +604 +00:38:23,240 --> 00:38:27,160 +But in the telephone or cellphone, we are going to + +605 +00:38:27,160 --> 00:38:30,480 +need final answer, yes or no, before we will + +606 +00:38:30,480 --> 00:38:34,970 +conclude our telephone or phone conversation. Do + +607 +00:38:34,970 --> 00:38:37,690 +you agree with me or not? Any question or comments + +608 +00:38:37,690 --> 00:38:40,810 +about this? Now by this we are saying bye bye for + +609 +00:38:40,810 --> 00:38:44,720 +chapter number for this class stuff for chapter + +610 +00:38:44,720 --> 00:38:48,120 +but final thing all the time remember experience + +611 +00:38:48,120 --> 00:38:51,760 +and salesperson age and their training both of + +612 +00:38:51,760 --> 00:38:53,920 +them they are contribute to calculate more + +613 +00:38:53,920 --> 00:38:57,560 +accurately our estimation so the more experience + +614 +00:38:57,560 --> 00:38:59,780 +you are going to get the more accuracy you will + +615 +00:38:59,780 --> 00:39:03,040 +receive regarding your estimation the same thing + +616 +00:39:03,040 --> 00:39:05,240 +with the training with the same thing with the age + +617 +00:39:05,240 --> 00:39:08,080 +any question any comments about today's class now + +618 +00:39:08,080 --> 00:39:10,700 +next time inshallah on monday we are going to + +619 +00:39:10,700 --> 00:39:14,240 +conclude chapter number four by this we are saying + +620 +00:39:14,240 --> 00:39:14,920 +bye bye +