Marketing Management

Always remember that customer is the profit, everything else is overhead. Therefore, any successful organization has the customer as its focus.
Remember that selling is an art -seller's enthusiasm, innovative ideas are some of the essential ingredients.
Profit is the driving force that spurs us on. It is the material yardstick of success in business. But putting profit before better quality and service is like putting the carriage before the horse -business does not move.
Take profits into account as late as you can; take expenses into account as early as you can.
Remember that customers forget very quickly; therefore, give fast service.
Remember when you do hear complaints; you have a second chance to make things right, to improve conditions, not only for a specific customer, but for all those other customers who follow.
Order received from the customer should be acknowledged/accepted within a week from the date of receipt of order.

Don't forget that the image of your business can never be stolen. Marketing establishes and enhances that image.
Don't lose temper with the customer, whatever provocation may be.
Don't ever forget that a satisfied customer is the best advertisement for the product.
Never give up a campaign just because you have grown tired of it; customers don't see your advertisements as often as you do.
Don't be afraid of competition because without competition, there is less incentive to innovate.
Don't forget that customer's satisfaction is affordable and profitable because a satisfied customer becomes your salesman forever.
Don't forget that if you are not hearing customers' complaint, that doesn't mean that everything is okay. It may only mean that uncomplaining customers are quietly accepting conditions they dislike and planning never to return.

Despatch-cum-Billing Instruction (DBI) should be made exactly as per Purchase Order received from the customer.
Packing and mode of transport should be as per Purchase Order or as agreed to by the customer.
Despatch details should be provided to customers or Branch Office, by fax/telegram as the case may be, by next working day.
Be prompt for follow up of payment with customers as per terms of the Purchase Order/Agreement. Payment received from the customer/bank should be sent to Finance Department on the same day.
Replacement should be given to customer within three months from the date of receipt of rejected material. Replacement/ repaired fax machines should be returned within 15 days from the date of receipt of machines in the Company.
For service of Digital Pair Gain, Energy Meter and other Systems, procedure of ISO 9002 should be followed.
For service of Digital Pair Gain, Energy Meter and other Systems, procedure of ISO 9002 should be followed.

Unless you watch out, your staff may resort to under-service your customers. Hence, don't miss checking with your key customers discreetly about your employees every now and then.
Don't miss to make periodic and surprise check of the 'Customer Complaint' and 'After Sales Service' registers in order-to find out as to how the customers are being looked after by your subordinate staff.
Don't commit delivery of products/services without consent of Production/ Design Department.
Don't dispatch material to customer without Dispatch-cum-Billing Instructions (DBI).
Never dispatch the material till it has been tested satisfactorily at all testing counters.
Don't pass on any commercial or trade related information to any unauthorized person without permission.

Keep all the related documents including approvals in one place, preferably attested.
Keep originals of trade related documents in safe and at one place
Inform well in advance the concerned section/department, in case the document needs to be renewed or made afresh.
Properly seal the Bid documents as described in the tender.
Print telephone numbers of the consignee on the Bid envelope along with full address, so that the courier person may check with the party about the receipt of the same.
Always be polite with customer.
Remember that the cause of failure usually lies within the salesman himself but he often seeks it in the customers.
Always bear in mind that every letter that goes out on the Company's letterhead should be a sales letter. Either it should sell goods or it should sell good will.
Top management should spend 40 to 50 percent of its time educating and motivating its people.
Quality is really a way of managing an organization.

Never forget that this world is a world of competition. If you do not get ahead of others, they will get ahead of you.
Never forget that a good after sales service will increase your market share. Therefore, have a sense of urgency when a customer comes in for after-sales service.
Don't be lengthy on the phone and keep telephone free for incoming calls.
Don't miss to issue Dispatch, Billing and Billing Instructions (DBI) and work-orders in line with ISO 9002 to all concerned.
Don't miss to maintain 'Customer Complaint' and 'After Sales Service' registers at Head Quarter and respective regional offices.
Don't forget that the System, not the workers, causes the great majority of quality problems; so improve the System for profitability.
Don't forget that the cost of after-sale service is so much that quality assurance at every stage of manufacturing proves to be cheaper in the long run.

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