Marketers should avoid false or misleading advertising for products and services as well as pressure or misleading sales tactics and promotions. Here are 10 tips that will assist in building lasting and successful relationships with your clients. Discuss actions employees can take to achieve company's desired results. mcowing. Think a career in beauty is for you? PMK-14.2 Assess the key factors of building a clientele and the role of customer service in selling PMK-14.3 Differentiate company selling policies from selling regulations PMK-14.4 Apply and adapt the ethics of selling PMK-14.5 Review the use of technology in selling The Federal Trade Commission has guidelines for managing and protecting consumer information. Learn more about the programs offered here at Empire Beauty School. ... participant team DECA’s Certificate of Excellence at the international conference. Identify sources of error and bias (response errors, interviewer errors, non-response errors, sample design). • Coordinate activities in the promotional mix. Evaluate questionnaire design (types of questions, question wording, routing, sequencing, length, layout). Technology can provide real-time prices to consumers online or by scanning bar codes in retail stores. CASE STUDY SITUATION. Situation analysis helps marketers to understand influences on marketing strategy both within the business and in the marketplace. Broadcast media include television and radio advertising. This may be a good way to offer an incentive for them to follow you after you graduate and start working in a salon! devices getting stolen in cars: compartment to put devices in). A sample is a smaller group of a group of people a business is interested in understanding. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Identify the purpose of sales quotas, sales journals, sales training, and sales-incentive programs. When choosing how to present a product, several factors must be taken into account. Before placement, marketers check to ensure that the ad stands out on a page, the layout is clean, the text is easy to read and understand, the signature can be distinguished and that the message relates to the target market. Explain key factors in building a clientele. Whether you are in cosmetology school, or already working as a hair stylist employed by a salon, or even as an independent contractor renting space, building a strong clientele is essential to flourish in your cosmetology career. To conduct a sales forecast, a marketer must determine the size of the market and analyze competitor information. Warranties can be implied, express (oral or written), and extended (costs extra). Motivation is a big part of buying behavior (emotional motive, rational motive, patronage motive). Acquire product information for use in selling. manufacturers, and business that buy products or services used in daily operations) Buying behaviors based on wants and needs. Customer satisfaction is a goal of any profitable businesses. Pricing decisions are impacted by the Robinson-Patman Act (1936), the Consumer Goods Pricing Act (1975), Federal Trade Commission guidelines and minimum price laws (these vary by state). Price fixing happens when competitors agree to sell their product at a certain price. To build and maintain lasting business relationships with your clients, follow these six tips. Explain key factors in building a clientele. Product/service branding is how a product interacts with its customers through design, logo and messaging and how its distinguishes itself from competitors. The research brief is a set of guidelines given to the researcher by the person(s) who have commissioned the research and/or the individual(s) who are to make us of the results in their decision making. Marketers may use product bundling to package two or more complementary goods and services, usually for a lower price than had the products been purchased separately. as well as social media via our Facebook page and Twitter feed. Channel members need to work together to bring a product to the consumer. There are four stages of the product life cycle: introduction, growth, maturity, and decline. Even the most recognized Renaissance artists had more in common with present-day corporate designers than free-spirited hippie artists. There are 4 key factors that must be considered when making pricing decisions. The goal of pricing a product is to earn a return on investment (ROI), gain market share, and face competition. A company can generate product ideas by conducting consumer and sales force focus groups. colour, size). E.g. The selling process includes the following steps: Discuss motivational theories that impact buying behavior. Companies are encouraged to set standards for their employees to follow when conducting marketing research. Direct marketing is advertising that is targeted at groups of potential consumers, using market segmentation. Formal training is considered the method for information gathering about a product. Public relations activities are designed to influence the perceptions of a specific group of people. Coordinate activities in the promotional mix. It provides companies with the means to develop and nurture customer relationships, including lead generation, sales support, customer service, and other after-sales activities that generate a positive overall image of the company. Sales management establishes guidelines and policies under which salespeople function. Building your clientele as a hair stylist will require time and patience as well as creative marketing and promoting yourself at all times, even when you’re not behind the chair. Company policies for training ensure that sales representatives know the product or service they are selling and present those in a way reflective of the. Having reliable, repeat customers will ensure a steady stream of income throughout the duration of your career. A trade show is an exhibit of products of interest to a specific industry. Follow established security procedures/policies. Adequately explained key factors in building a clientele. Planning involves developing steps to aid employees with carrying out their tasks. A sales forecast makes an effort to predict future sales for an existing product. Describe methods used to design marketing research studies (descriptive, exploratory, causal). Describe factors used by marketers to position products/services. Being an example of your product will surely attract potential clients. Length: total # of products in each line. The Consumer Goods Pricing Act controls the pricing relationship between manufacturers and retailers. Word-of-mouth, standard media, and online websites are all popular choices for sales promotions, as well as more subtle places such as product placement and point-of-purchase displays. The first factor is making the sale, which includes all activities that sales representatives perform when interacting with consumers during the selling process. Complimentary services could be something as simple as a free conditioning treatment or facial wax for first-time referrals or a complimentary cut or color for multiple referrals. Showing integrity and loyalty to the company is particularly important. Product/service management involves any activities that focus on obtaining, developing, maintaining, and improving products and services based on market research. You never know who will see the card and if they are in need of a new stylist!! The focus of product/service positioning is the image the product/service projects to the public. Product generation then stems from ideas on how to solve the problem. The goal is to set the product apart from the competition. Explain the use of diaries (product, media-use, contact). Costs and expenses of the business will also deduct from the net profit. How to build strong client relationships. Plan follow-up strategies for use in retail selling. Effectively explained the key factors in building and maintaining a clientele. When you participate in a trade show you have the ability to have direct interaction with consumers, demonstrate your product and gather contact information. The Internet has increased a marketer's ability to measure effectiveness, track customer buying behavior, conduct research and manage data. Explain key factors in building a clientele. Explain the concept of market and market identification. It is important that employees working in customer service are positive, compassionate, understanding, and able to solve any problems that may arise. Advertising is any paid, non-personal activity that serves to promote the product. A promotional plan is a description of the promotional mix decisions for a business. Sales promotions can be communicated to consumers in a variety of ways. Very effectively explained the key factors in building and maintaining a clientele; offered good suggestions to do so. Customer relations involve finding customers and keeping them satisfied. Determine ways of reinforcing the company’s image through employee performance. • Determine factors affecting business risk. Describe the use of technology in the selling function. Though it might take some hard work on the employee's part, the actions will be beneficial in the long run and can lead to new opportunities. Describe the role of customer voice in branding. Ideas can be generated during the market research process through both customers and competitive analysis. Marketing research is used to understand customer behavior, product uses, learn about, Discuss the nature of marketing research problems/issues. The illustrations may also grab the consumer's attention to the advertisement. It contains the following protective factor scales: Initiative, Self -Regulation, and Attachment/Relationships. Explain the role of customer service as a component of selling relationships Finally, prices being charged by the competition must be taken into account, especially if price is the only differentiating factor. Identify the impact of the product life cycles on marketing decisions. Personalized business cards are very affordable and some sites will even allow you to design them yourself for free. For direct marketing, we will promote a 30% discount for seniors during the Monday-Friday 9am-4pm period. Describe the need for marketing information. Explain characteristics of effective data-collection instruments. Non response error occurs when results of participants that did answer the survey vary from the potential results from the participants that did not answer. This includes the width, length, depth and consistency of the product mix. New product opportunities can come from a variety of sources including consumers, competitors, manufacturers, wholesalers, and internal research and development teams. Tools used to generate product ideas can include brainstorming, creative thinking processes and problem solving sessions. Management has 3 main functions that outline its role in the company. Assess appropriateness of marketing research for the problem/issue (research methods, sources of information, timeliness of information). Describe the use of technology in the product/service management function. All it takes is a positive attitude and a determination to be the best you can be," says Ron Love, founder of the expanding men's hairdressing brand 18|8.Just shy of 50 years in the beauty industry, Love has watched many beauty school graduates come into the business. Any action that a company takes will have consequences. The copy explains the product or service. The selling function provides consumers with the products or services that they want or need. Unit measure lets consumers determine the unit cost of items. The size of a sample is determined by the budget and degree of accuracy requested by the company. A tradeshow may be a cost effective form of promotion and market research. This will bring in new clients who impulsively decide to get their hair done and are discouraged by salons that only take appointments. Describe the nature of selling regulations. Explain considerations used to evaluate whether to participate in trade shows/expositions. - The first factor is making the sale, which includes all activities that sales representatives perform when interacting with consumers during the selling process. For example, an internal audience is a company's employees. for DECA’s Team Decision Making Events in the fields of Business Law and Ethics, Buying and ... • Determine factors affecting business risk. This process can include manufacturers, wholesalers, retailers, direct and indirect distribution and agents. • Discuss motivational theories that impact buying behavior. Explain measures used to analyze economic conditions. Consistency: similarity between different products in use, function, etc. DECA DISTRICTS 2009 PERFORMANCE INDICATORS: • Explain the nature and scope of the selling function • Explain key factors in building a clientele • Explain the role of customer service as a component of selling relationships • Explain business ethics in selling • Analyze product information to identify product features/benefits 1. As market research is conducted, private and competitive information must be held confidential. Consumers have increasingly high expectations of what their experience with your brand should be like. The signature is an identification symbol of the business. As well, the product in relation to competing products could be a key point; if the product is superior due to design, it would help to solidify the company's advantage. In addition, the … In particular, improvements made to the marketing functions (pricing, marketing information management, promotion, etc.) As with all relationships, showing interest in the other party as well as communication is essential. Public relations can use a variety of tools to develop media coverage. Explain factors affecting the development and growth of the travel and tourism industry. In order to meet the needs and wants of customers, channel management must work effectively to deliver a product at the right time to the right place. "You can spend 10 years building your book – or you can decide now that you’ll do it in two. Printed materials can include user guides, warranties, catalogs and labels. When building a clientele, there are 3 main factors that must be considered. Describe ethical considerations in channel management. Identifying a market is an important activity in marketing as products will not appeal to everyone. Specialty media are items used for distribution with the company's branding message. Identify the elements of the promotional mix. DECA Leadership activities embedded in curriculum and instruction and include the following: Activity DECA Competitive Events Program ... • Explain key factors in building a clientele (SE: 828) (SP) • Explain company selling policies (SE: 932) (CS) * During the decline stage, management must decide how long it will continue to support the product, when to drop the product, or what product mix strategies to use (selling or licensing the product, recommitting to the product line, discounting the product, regionalizing the product, altering the product). Product/service management is very important when ensuring that everything in the product mix is optimal for the target market. • Explain key factors in building a clientele. Social media is a cost effective way to showcase your work and connect with current and new customers. Two common tools used in situation analysis are the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis and an environmental scan. Benefits are the advantages or satisfaction a customer receives from the product. It is important to evaluate previous attendee lists, size of the show and other vendors to determine whether participation is a wise budget choice. Finally, for sales promotion, we will hold a 3-week contest for a Caribbean cruise, for customers with purchases over $50. Explain the concept of market and market identification. Width: total # of lines of products. Identify communication channels used in sales promotions. A feature is a physical attribute of the product. The Food and Drug Administration enforces the Food, Drug and Cosmetics Act which sets standards for pure, wholesome and effective products in these categories. ... Factors used by marketers to position products/service. I do my own hair styles, manicures and pedicures. Different stages of the life cycle demand different focuses. This includes creating a product mix and continuously updating it throughout the product life cycle. Allow walk-in appointments or schedule a certain day of the week you are open to walk-ins. The use of technology in promotion changes constantly. Explain key factors in building a clientele. Check out http://www.cosmetologistlife.com/build-clientele.html, Your email address will not be published. States have various forms of lemon laws and Better Business Bureaus to protect consumers. Marketing mix information can include features and benefit topics, product packaging, selling choices and promotional strategies. Descriptive research is used when the researcher knows exactly what the problem is and how to go about finding information to solve it using secondary data. Explain factors affecting pricing decisions. Market research should be used for a problem/issue that will have direct financial impact on the business. You are to assume the roles of directors of merchandising at CONESTOGA RIDERS, a Canadian motorcycle manufacturer. Explain key factors in building a clientele. 5. Business consumers: buy goods and services to produce and market other goods and services for resale (e.g. There are 3 main factors that affect a business' profit. Marketing information processing is completed using a variety of technology including databases and spreadsheet programs. The importance of branding is to build product recognition and customer loyalty, ensure quality and consistency, and capitalize on brand exposure. Sales promotion involves limited time offers that are used to promote sales. A “Below Expectations” score means that the information presented does not meet minimum standards of acceptability. These relationships should be evaluated on an annual basis. Describe options businesses use to obtain marketing-research data (primary and secondary research). Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. Losses include production damage and loss, HSE (health, safety, and environment) losses to employees, and loss of market reputation. Word-of-mouth channels allow consumers to promote a product or service. Explain how organizations adapt to today’s markets. Whilst previously the quality and lure of your products alone could tempt buyers, today’s customers expect more. It ensures that salespeople are trained to follow company policies and practice ethical selling. Enlist the help of friends and family to advertise your services through social networking. A guarantee is an agreement assuming responsibility to perform, execute, or complete something and offering security for that agreement. I have a few more strategies to pass along if your audience is interested. 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