Embed Size (px)
DESCRIPTION
The psychology of the Romanian manager / entrepreneur in accessing communication services
Citation preview
Ge#ng to
The psychology of the Romanian manager / entrepreneur
in accessing communica8on services
by Raluca Mihălăchioiu The Public Advisors
My hypothesis
There are certain kinds of Romanian managers/entrepreneurs that are more likely to hire professional marcomm
teams for their businesses than others
How ?
10 interviews with managers from 5 industries. For each industry -‐
2 managers: – one whose company does communica8on campaigns
– one whose company doesn’t.
Ques8onnaires for people responsible with the communica8on and marke8ng strategists from both agencies and clients -‐ all around the country
50 respondents
Robert Weisz -‐ ComProfiles
2 kinds of managers:
Predisposed to NO Predisposed to YES
The portrait of the manager predisposed to NO
(+) CreaJve (+) Being important to others
(+) Play & laughter
(+) Freedom (+) ExploraJon
(-‐) Not ranking prioriJes (-‐) Not finishing
(-‐) Liking to argue
(-‐) Making things complicated
(-‐) GeRng agitated
The portrait of the manager predisposed to YES
(+) Fast decision making (+) InnovaJng (+) Taking acJon (+) Introducing change (+) Takes risks
(-‐) Not accepJng mistakes (-‐) Not accepJng limits (-‐) Being autocraJc (-‐) Distant (-‐) Taking too much risk
(+) Structure (+) Procedures (+) Learning (+) Trustworthy (+) Being professional
(-‐) Not taking iniJaJves (-‐) ConservaJve (-‐) Too formal (-‐) Too specialized (-‐) Rigid
PARADOX!!!
Managers/Entrepreneurs
with an IDEA leadership style are more unlikely to access markeJng & communicaJon
services
Managers/Entrepreneurs with a STRUCTURE-‐VALUE leadership style are more likely to access
markeJng & communicaJon services
Reasons behind predisposi8ons
to NO?
Turning points From NO -‐> YES
Reasons behind predisposiJons to NO?
• Perceiving marke8ng services as expensive
• Lack of budget • Lack of understanding of these services
27% don’t understand the services 25% decide they can do it without the agency 22% don’t have the budget
PROFESSIONALS
Reasons behind predisposiJons to NO?
• Perceiving marke8ng services as expensive
• Lack of understanding of these services
• Believe they don’t need it because “everything is OK” now
• Don’t know who to contact
MANAGERS
Turning points From NO -‐> YES
• 24% when launching a new product/service • 19% when launching a new company
• 15% when they acknowledge their lack of awareness
• 11% when proacJvely approached by agencies
PROFESSIONALS
Turning points From NO -‐> YES
• When strong compeJtors arise • When recommended by business partners
• When they want to boost sales
MANAGERS
4 main FACTORS that stand between
NO & YES
MONEY
FEAR
KNOWLEDGE
WHO’S WHO?
Ge#ng to
The KIT of SURE SELLING markeJng and communicaJon services to
Romanian managers/ entrepreneurs
1
Show him the ROI! => Show him what he can gain exactly – in figures, if invesJng in communicaJon
campaigns.
2
Show him the HELL! => Make them exit their comfort zone and see in their mind the film of the
worst case scenario.
3
Show him the BEST! => Bring with you at the meeJng the
expert in your team that will do the job. He is an S person, he knows that you
can’t be an one man show!
4
Show them the WAY! …but not necessarily with you!
=> Make them understand the services that they need. “You have to do this, no
majer if you do it with us or not.”
5
Be TRUSTED by someone they TRUST! => Find a common friend because they are
very sensible to recommendaJons.
6
Show him COURAGE in proposals! =>They love risk and being challenged.
They want to be dared. V2G
7
Make him part of the plan! => because he really likes to learn S2G.
8
Tell the SUCCESS STORIES in which they can see themselves as the
main character => Believes in models S1S.
9
Make ALLIES inside his team! => because they are the “I don’t know ”
– “I won’t do” type S2S
10
Take LESSONS from him! => Use the last ten minutes of the meeJng to ask for a lesson! He will
enjoy teaching you! S1G
